The Predictable Patient Pipeline [Sept 18, 2023]

Hello. Hello. Hello. Happy amazing day, my friends. Great to see so many of you here. If you've got your camera on, go ahead and wave your hands. Just like this, we can see each other. And if you don't have your camera on, my invitation to you is to be here fully. If you've ever attended any of our trainings before, you know, I see many familiar faces which are wonderful to see. If you're new to our community, the invitation is always to play full out and be here and be present. The greatest gift that you can give your future self is your attention right now. So you've taken time out of your day, you've taken time out of your schedule, and you've taken time away from your family and all the other millions of things that you could be doing. So I invite you to be here, be present, turn your cameras on. My team is paying attention to who's paying attention and it allows us to go deeper into this engagement. You know, we can always see each other. I know the world's opening back up. I travel quite a bit and I go to quite a few events. However, this is the closest next best thing to. To get a group of heart centered folks all in the same room together is quite a miraculous feat. So I'm honored to be your host today. Honored to share with you what we're going to share with you today, and really honored to have some fun and to extrapolate from this community the best of what we have to offer. And my intention today is to help you share this with more people that need to hear it. So with that being said, I'd love to know a little bit more about where everyone is from. So if you could take a moment and type into the chat where you're from, we'll let everyone get settled. Make sure you have your drink and your pen and your pad. It's always cool to see somebody from your same town. So if you see someone from your same town, then be sure to connect with them. We're a rare breed, us functional medicine and lifestyle practitioners. Not too many of us around, not enough of us around, that's for sure. All right, we've got people tuning in from all over the world. Wow. Angela, all the way from Zurich, Switzerland. Awesome. So it's a little bit later in the day for you, so thanks for giving us your evening. All right, let's keep that chat flowing. Let's keep it coming. I want to see where everyone is from Tampa. I was just in Florida. Burlington. All right, IB you're just down the street from us. I drive to drop off my son in Burlington every morning. Okay. Manhattan, Atlanta, Amazing, Wonderful. Thank you for being here. And again, the invitation is to be here now. In the words of Ram Dass, if you're going to be anywhere, be here now. You know, there's a huge move right now towards longevity. And I'm like, people are so worried about living at some point in the future when they really haven't figured out how to live in the now, right? The future is just a bunch of more nows, so why not live them now instead of later? You could live 50 lifetimes if you could learn how to be present to everything that's happening around you. So we live in a very distracted world. Greatest gift that you can give to your family members, to your future self, is to be present, because the lessons are being taught in every moment. Okay? And if you've hung around me enough, you know that we go into the quantum. We do some fun reframes and paradigm shifts. Shifts in the way you think because of the skepticism that I once had and then the evidence that's been presented to me. So the more present we can be, the better, you know, we are for everyone around us and the people that care about us the most. And, of course, you care about yourself. So be here now. I know we're. We're all adults, but I want you to recognize that your presence is what determines your outcome, okay? Not your time. The time will pass three or three hours from now. It'll be three hours from now. Okay? The question is, how will you have spent those three hours? So we have quite a few objectives to cover today. One, I want you to get clear on who you serve. If you've done some of our trainings before, if you're in our mentorship community, then this is going to be a chance for you to sharpen the sword. Okay? The sword is never sharp enough, so you might pick up a few things in an altered state and drinking your. Your morning beverage. Different time of day, you come up with different ideas. Okay? So if you've done this before, lean into it more. Sharpen that sword. Okay? You want to get clear on how you serve them. Because if you're not clear on the transformation you make for people, then what are you really marketing to them? Right? What are you promoting to them? We want to get clear on the solutions that your people are seeking or what are people actually looking for? Are they looking for what you have to offer? And I want you to get more. I want you to track these People, Right? Create a message that attracts these people and get clear on how to do that. You have something valuable to offer. You have a responsibility to that offer, to be the messenger of that offer. It can't speak for itself. There's people that have far less superior programs than you, that are better messengers than you. Right? So your messaging has to be as good as your offer, as what transformation you create for people. I'm going to show you how to turn skeptics into raving fans and then also get you more clarity on how we can support you. And of course, the objective is to have fun. Okay? So I need three things from you. I need a promise that you're going to play all out. I need a promise that you're going to ask for help, and I need a promise that you're going to get stuff done. Right. The objective today is to kind of workshop through what we're going to be discussing. I'm not concerned about, Listen, I have 180 slides and I already know I'm not going to get through all of them. It isn't my intention to do that because there's no way I could give you everything I know in three hours. Okay? On any topic, Right? And just like you, if I gave you three hours to share the whole formula of any process, it still wouldn't be enough time. So I'm going to give you the foundation and the nuggets. Some of what we're going to do is going to require your creative juices. Some of what we're going to do is going to require you just putting your nose down and doing some work. And we'll give you time to be able to do that. What I also want to do is share with you that the format of this is going to be interactive. Okay? So it's not me just talking to you. It's. It's interactive. So this is where. This is where we essentially are going to all come together and work around our individual projects, and then we'll collaborate with one another. So there'll be opportunities for you to raise your hand, for you to share in the chat, and we're paying attention to all that and it helps us steer the conversation. Okay? The other thing I want to let you know is that we will be sharing with you at the end. For those of you that are interested in how you can work with us, it'll be very clear when the training is over and when we switch gears and class will be dismissed. For those of you that want to stick around and learn more about how we work with our clients, then you're welcome to do that. Okay. Is everyone in understanding and awareness and in agreement with that? Okay, we're going to play full out. All right. Thank you, thank you, thank you. So here's what we're going to create, is we're going to create a predictable pipeline. So much of what I'm going to teach you, I've read over 300 books. I've been part of dozens of marketing masterminds. You know, I've, you know, been around the block. Okay. Seen what works, seen what doesn't work. Spent hundreds of thousands on paid advertising. So I know, you know, I know when something is going to work, and I know when it isn't going to work and get better at it. But at the end of the day, we're always testing. So just like in functional medicine, we test, we don't guess right. We have a strong inclination of what direction things need to move in when we're working with a client. But sometimes it's you. It's kind of a guessing game, right? To a certain degree. Even when you order the test, you're making a strong assumption that this is the issue going on with this person, and then you're identifying if it is or not. Same thing with your pipeline. Okay? So I want you to think of this like the plumbing in your home, right? And if you. If there's a leak, sometimes you have to trace it back to different places where that leak could be coming from. So your predictable pipeline is going to have certain characteristics, and there's going to be certain bottlenecks in this pipeline that are going to slow things down or where things are going to be a little bit leaky, where your effort isn't being fully realized. Okay. How many of you feel like you're putting in a lot of effort and you wish there was more return on that effort? Raise your hand if that's you. Okay. Probably. Otherwise, why would you be here right now? Right? You're looking for an edge. You're looking for something that's going to change, move the needle, the right needle. Not just the needle. It's the right needle that's going to move. So first we have to look at the order of things and then comb through what we have as our assets and see if these things are valuable. And if they're valuable, we have to then determine, you know, do they all connect with one another? And if they don't, where is a process broken? So this isn't always, like, fun and rainbows and unicorns. And dancing, right? This is, like, sometimes boring stuff. That's why we. We don't always, like, come face to face with it. Okay? But if we don't understand this, then we'll never understand the metrics of how to help our business grow and. And really, frankly, help our business thrive. Without numbers, you're kind of just shooting in the dark. And, you know, here's the thing. When I first started looking at my numbers, I hate looking at numbers. So I totally understand who. Who. Here, raise your hand if you're not a numbers person. If you just, like, dread looking at P and L reports, and maybe you don't even know what a P and L report is, but, you know, I. I dread it. But the first time I actually looked at my numbers, we had just, at that point, our practice had crossed seven figures. That was the first time I ever looked at my numbers. Partly because I'm not doing it for the money, partly. And partly because that's not what motivates me. I mean, mainly I'm motivated by helping people, as I know you all are. However, when I did have my team looking at the numbers a little bit more closely from a marketing standpoint, we started realizing what messaging was working and what wasn't working. And here's the thing you might want to write this down, is that the person that can spend the most money to acquire a client wins. The person that can acquire. Can spend the most money to acquire the client wins. This is why big Pharma wins. Because they, right now, they can spend more money than you, right? They literally tell people that they're going to die in their ads. Imagine you wrote an ad or your sales page said, you might die from doing our program, right? But they can outspend you. So here's how David beats Goliath, right? So David had, what, a slingshot, right? Our slingshot is our message, and it's got to hit people right in the forehead. So if we can't do that, then we'll never. We'll never win this battle, right? Because we can't outspend big Pharma, but we can out message big Pharma. They're literally telling people they're gonna die. I think we can come up with a better message and more hopeful message for people than that. Okay? But then here's the thing. If our message is if we have a winning message and we have a winning marketing strategy, and we know that our message converts, and that when I put more money or the. Any amount of money I put, I get more Out, Right. So if I told, I'll just see who I see here. I see Alyssa. There might be multiple Alyssa's, but I see Alyssa Gall. And you know, if I, if, if, if I told Alyssa, Alyssa and Alyssa, I've got this magic box and every time I put $5 into it, $10 comes out on the other side. How many of you raise your hand if you would put as much money as you could into that box if it was guaranteed? Yeah. What about $6? Would you take $6 if every time you put in five, six came out? How about 550? Right. You would do as much as you could, right? Even at 10% return, you would do that. That's what most people do. They throw it 10% and they expect a 10% return from the stock market. And they're happy about that. Imagine. So there's no other business on the planet where you could have the ability to earn like ridiculous amounts of income while making an amazing and ridiculous amount of impact than what you do. So you are very well positioned to make a huge difference and you're very well positioned to make a significant income if you can learn how to master some of the things we're going to talk about today. So that's why it's important you reach more people, you make a bigger impact, you make more income, as you should. Right. Your income and impact are directly proportional to one other, another. So if you don't like the income you're making, question the impact first. Income follows impact. So we want to identify our dream buyers through this process. We want to have a high value, you know, content offer like a lead magnet. We want to have a landing page, a Godfather offer, traffic, a magic lantern sales conversion, of course, and things are automated. Now we're not going to cover all of these things today because it could take some time to do that. And it's a little bit too advanced for kind of an introductory masterclass like this. We'll get through about half of this today. Okay. And essentially one of the things that I want you to know is we're basing a lot of this training as a piece of a training that we already do. So we have a 12 week program called the Accelerator, which some of you may learn about later. And we take clients through this program where they can build out their entire system and program. And so some of the trainings that we're going to do today come from this system. So you're getting a kind of an insight there. My plan is for things to look like this. Nice and smooth. And the reality is it might get a little bumpy. Okay. So if there's any technical glitches, bear with me. I don't think we'll have any, but I just want to let you know that I'm doing my best. My team's doing our best to make things go nice and smoothly. We've got a great interactive session planned for you, and bear with us if there's any challenges. Some really quick Zoom instructions, one you know is how to raise your hand. So there's a bar that you all have a control panel, and that control panel should have a section there, or it might be under more for some of you, where you can raise your hand. Okay. And I'll show you what that looks like in a second. There will be opportunities sometimes for us to unmute ourselves. So what I'd love to do is let's get it all out of our system and everyone unmute themselves and just say good morning to everyone else.

Good morning. Good morning. Good morning.

Good morning, Sachin.

Good morning.

Good morning.

Morning.

Awesome. Now let's practice unmuting ourselves. Everyone's on mute. All right, wonderful. So we're all muted now. We won't do breakout groups today just because of time constraints, but if we do a breakout group, it might be short. There'll be a blue button that pops up on your page. You just press that, and that'll take you to the breakout room. You can show love and appreciation a few different ways. There's a reaction button in your control panel. We can also do this. This is how you clap online. So we can all practice. Let's help practice our way of clapping. Okay, so when someone shares, we might want to show them some love. This is how we can do that. All right, and then chat guidelines for the best user experience. You know, there's. When somebody posts a comment, you can like it. You can also respond to it directly. So Zoom has some great chat features, and leverage those as best you can. Here's what your control panel will look like, and we'll be using this throughout to create reactions. I might ask you to raise your hand from time to time, and we might take questions from time to time. So that's how we'll indicate and communicate with one another. All right, so I want to start with probably the most important question of today, which has nothing to do with me, but has everything to do with you. I want you to type into the chat, why is today's training important for you to attend? So what do you hope to get out of this, what do you hope to walk away with? What made you say this is the most important thing I need to be doing right now? Give yourself a moment and go ahead and type that into the chat for me and actually, you know, give this some thought. Okay. I want the why behind the why. What is, you know, what is more clients gonna do for you? What is having a pipeline of new leads? What's that going to do for you? You know, might make you more money, but what is that going to do for you? Money for what? It might free up more of your time. Time to do what? Think about your why and please go ahead and share that in the chat. There is a house built out of storm. All right. I love these. Keep them coming. I'll give you another 30 seconds or so. Alone. This is a place where I feel at home. All right, wonderful. Thank you. It's always great to see what inspires you, and there's a lot of overlap that I see here that so many of you want to help others. I mean, that's probably why we do what we do. And it's so helpful that, you know, nothing, nothing brings me more joy than. And I'm sure this is the same for many of you, but nothing brings me more joy than helping somebody get a result when all else seemed to fail. When they send you a thank you note about how amazing they feel or when they're in disbelief, like, I love that. Right. I'm sure all of you live for that moment. So it's great to see how. How wonderful it is to know why you do what you do. Okay. Thank you for sharing. And I go back and I read all the chats. I'll be reading that as well. It's a great way for me to reflect as to why this is important to all of us to be here. Why it's important to me for this to work is. I'll tell you what my secret grand master plan is. I envision a world where people wake up healthy every day and that people don't wait until they're 50 and get sick to then learn how to be healthy. Even if they find us. I feel like that's. It's kind of sad because if somebody gets a life or somebody has a disease or an illness at age 50, they model that to their children as well. And so, you know, now they're learning how to eat healthier, which means hopefully their kids learn how to eat healthier. But I'd love to live in a world where people know how to take care of themselves from the very beginning. And what I realized a long time ago is it's not going to happen by me doing it myself. And so the best way for that to happen is for me to help others do that for others. And so that's why I take time out of my Saturday to do this for you and to share with you. And I also feel like when I learn new things, the best way for me to remember them is to teach them to you so that I can be a better teacher. So thank you for being here. Thank you for taking time out of your day. Now that you know. Now that I know why you're here, I want to get a sense of who you are. So this is a very clear way of describing to people who you are. And this is a really good exercise. Okay? So I know many of you have done this, but again, if you've done this, I want you to polish it. Okay? The for who. Without you are the blank. Might be coach, might be practitioner, might be guide. It might be hormone expert. 4. Who's your client? Busy moms who are. Who feel like they're run ragged, Right? Women going through menopause, Women struggling with thyroid disease. Who. And this could be. What are they? What are. What is it that they want? Who are looking for a natural solution to. Are looking for a holistic solution to. Their problem. Without what. What pain point does your service or do you eliminate for these people? Okay, so as you start coming up with those, formulating those, it's okay if you have to scribble it out a few times to get it right, But having this clarity will be very important. And, and any exercise that we do, you know, this frame, the frameworks that I'm going to share are really simple. So you can always refine them, you can always update them. And I find that it's important for us to update these periodically. Our identity is not completely changing, but is shifting a little bit. And as we get more clarity on who we are and who we help, this becomes our kind of our calling card. This is who we are. Okay, so as you're typing those in, I'm reading them, so keep them coming. So clarity for the obstacle. The or the without. The without would be without drugs, without intense exercise, without guessing, Without surgery. What are the things your clients. What are the. What are the ways in which your clients want to solve this problem? What's something they. They'd rather do it without. Without spending an arm and. Okay, so this is an exercise I want all of you to play with. And this is your identity. Okay, so this is the identity that you're going to adopt for the next, you know, two hours or so, two and a half hours of the training. This is who you are. So anytime you prompt CHAT GPT, how many of you use CHAT GPT? Anyone raise your hands. Okay, so this could be the prompt that you put in into CHAT GPT, Right? The first thing you always do when you use CHAT GPT is you have to prompt it and tell it who it is. So that's what you're going to do. Aaron, can you do me a favor and just lower everyone's hand for now? I think some people left them up. Thank you. Okay, so everyone should have that. And this is our identity. Now as we go through this, you should probably know what my identity is. So I am the functional medicine practice coach for committed, dedicated and heart centered practitioners who want to help and serve and impact more people positively without having to be technical wizards or marketing geniuses. So it's clear who it's for. It's also clear what pain points we try to reduce or eliminate. Okay. Our vision of a perfect practice is these three things. It's attracting your ideal clients, creating transformational results for them, and at the same time creating more personal freedom for yourself. These are the things your business should do. It should attract the right person, create a transformation for them, and create freedom for yourself. Now, in the beginning, it's not going to feel like that. In the beginning, it's going to be a lot of work. Just like getting a plane off the ground. It takes a lot more energy to get a plane off the ground than to keep it in the air. Okay? Most of the fuel is actually used during takeoff. And then once the plane's at altitude, it's cruising, right? The air is lighter up there. It's less. There's less resistance in the air. So there's more efficiency up there as well. So same thing applies for our businesses. We want to attract the right people, transform their lives and create freedom for ourselves. And we want to do this using this really simple framework. We want it to be simple first of all, right? That's the objective. We. Nobody wants to create a complicated business, right? I think everyone wants to create a simple business. The next is that it's specific. So it addresses a specific problem for specific people in a specific way. It has to be sustainable, which means that, you know, sustainable for your clients. Right? The results that you create for them should be sustainable for them. The lifestyle you prescribe to them should be sustainable. And it should Be sustainable for yourself. And if it's those things, it can be scalable. Now, not everyone wants to scale. I understand that we can all play in whatever size sandbox that we want, but why not have that option available to you? Okay, so I would assume that most of us here want a business, not a hobby, right? Everyone knows what a hobby is. A hobby is, is something that we love doing that we, that costs us money, that we pour money into. A job is, you know, we don't want to create a job for ourselves either is somewhere where we have to be all the time, because without us, the business can't function. We want a business. A business eventually ends up being something where there's a team of people that gather around an idea and commit to solving a problem collaboratively. Right? And there is room and opportunity for each person to play whatever size role that they want because everyone's following a system. So the systems approach to your business will be the most efficient way to run it. If you haven't read the book the E Myth by Michael Gerber, it's a really good book, especially if you're new to entrepreneurship. It's kind of one of, it's like the Think and grow Rich. You know, if you're into personal development, that's kind of the bible for personal development. The bible for business ownership, I would say, is the E Myth. And in that, Michael Gerber talks about the three key roles that entrepreneurs play and how that impacts us. But what he also states is that the ultimate business model is a franchise business model. So even if you have no intention of selling your business, if you build it like a franchise, it will be super lean, it will be super efficient, super systemized, and you'll create a business that other people can plug into. Okay, so I'll give you an example. Our business has evolved. So initially it was just me seeing patients, and then we brought on other practitioners. And then we've evolved our program to be group based now. And in bringing on, in running a group based program, having our clients follow a system which creates the actual outcome, and the result allows us to plug in coaches who follow that process. So now it doesn't have to be the original creator of the intellectual property who creates the outcome. Yes, our coaches are awesome. Yes, they're amazing. Yes, they're loving and caring, but they're following a process which allows the owner to get plucked out of the system. So I'm getting ahead of myself. But the reason I'm saying this is because you have to be thinking of the End in mind. Okay? So as you build things, and this is something I wish I had learned, as you build things, think about how can I create a system? How can I create a standard operating procedure so that I could hand this task off to somebody else? Okay? Otherwise you build this amazing b. Like, the last thing I want for you is to teach you how to market. And then you have no systems in your practice. Okay? Because once the floodgates open for the right people who do the right work, who have the right message, they can open up pretty quickly. And then what happens is they get crushed under the pressure of not having systems. Okay, so we'll keep things. You know, I will. I want you to see the road ahead, but I want you also to see where we're trying to go. Okay? There's five key freedoms I'm not going to spend too much time here. Health, emotional freedom, time freedom, geographic freedom, and financial freedom. And so what the right marketing does is it gives you more freedom in all those areas. So here's an example of. I just took this screenshot this morning, and I know it might be hard to read, so I'll read some of these things out to you. But this is our ad, you know, campaign right now, the ads that we're running are to very specific lead magnets and videos and conversion, you know, mechanisms. So a lead magnet, which you'll learn today, is where somebody gives us their contact information in exchange for, you know, a PDF, a book, or a training masterclass like you're on today. And what you'll see here is that some of our conversions take place for less than A$60, A$66, A$87, you know, 6 cents in some cases. So what we have here are $2 and 12 cents here. Sometimes it's going to be higher. It's going to be $7.39. So what's neat about this is having this data helps us understand how much it's costing us to acquire a new lead. Okay? So if one of the things I stated earlier is true, and it is that the person that can spend the least amount to acquire the new lead, they win, right? Because if I. If it cost me, let's say, two to three dollars to acquire a new lead, and I have a predictable process that that person's going to go through, and I know that within 90 days they're going to spend $12 with me, right? And that two in 90 days turns to 12, then I can just keep doing that. Right? Now, what if that $2, $3, $4. $10 turns to $100, right? The only way to know we know is to keep track of the metrics and to have data. So I know this isn't fun, and I know it's squinty and small for you to read, but I want you to realize that the data speaks for itself. Now, some of you may not be running paid ads, and that's okay. However, you're going to eventually run out of friends and family that you can pitch your program to. So a lot of times when we start our practice, it takes off when we get all excited, and then we run out of friends on Facebook to promote our programs, too. How many of you have experienced that? Raise your hand and just be honest and transparent, right? So we're kind of over the moon when we launch and we think, oh, my God, this is so easy. Like, what's everyone talking about? Building a business is hard, and then we run out of people, okay? So if you want to make an impact, eventually it's going to be outside of your immediate sphere of influence, and you're going to have to learn how to market. Unless you want to play small. Listen, referrals will keep you busy, but they'll never make you wealthy, okay? They'll never lead to the massive impact that you could be having. Right? And that isn't to say if your practice is referral based, that you're not making an impact, but it's referral based because you're doing great work. So imagine the impact you could make if you could also add advertising to it. Right? And so I believe that we have a responsibility, if we have a powerful message that changes people's lives, to get really good at communicating them. Okay? Just have a quick message for Deepa. So if you could check your chat, Deepa, that'd be great. All right, now another reminder to all of you is that psychology is more important than technology. Okay? The technology part of things are actually easy. There's people that, you know something that might take you days, months, or years to finish. Some people can do in 10 minutes, okay? So it's really the psychology we want to focus on when we take on any project. We slice it up, right? So we dream big, we break it down into slices, and then we break it down into smaller slices. So that's what we're going to be doing today. I want to give you an example of how. How you want to think about value. So if you know Alex Hormozi, one of the things he talks about is creating value. If you want people to be attracted to your message, that message has to be valuable, right? The outcome that you're going to create for that person has to have value. So the dream outcome multiplied by the likelihood of achieving that outcome divided by time delay, effort and sacrifice is valuable. So when you're creating some sort of lead generation strategy, think about how I can decrease the perceived effort and sacrifice and how I can accelerate the person's outcome. So going back to, you know, I guess grade eight math, or maybe grade six math, if you make the bottom number as low as possible, the value increases. People pay for speed and they pay for effortlessness, okay? They, that's what they pay for. That's what they're attracted to. So if you want to have, you know, a constant inflow of leads, you can't make it hard and you can't make it long. That sounded weird. You've got to make it easy. Okay? And you've got to make it quick. That didn't sound good either. Okay, where's my mind? So you get the point, right? Reduce the time and reduce the sacrifice that has to come across in your messaging. We make it easy for you to do this. We make it quick. That's what people want. This value equation is why drugs outsell most things when it comes to a solution, right? This is why people will take an Advil instead of going to see their chiropractor. Because it might take days to get an appointment, might take hours for them to, even if it's a same day appointment to get the relief, and they've got to take time out of their day. But if they take an Advil, then they know in 20 minutes their headache will likely go away and they don't have to change anything in their day. They can go about their day as they would have. So even though one solution is the right solution and one is perhaps not the right long term solution, people will choose that every single time. So in our messaging, we have to choose the right words and the right message that conveys this. Raise your hand if that makes sense. Okay, I'll give you an example. So one of my clients that I coach, he, him and his partner, they were both, you know, selling a program and it was a year long program and they didn't want to sell a year long program because the place that they were practicing out of, they weren't, they wouldn't have been in the lease for that long. And I said, well, why don't you double the program? Or I'm sorry, why don't you cut the program? In half. And the question they had for me is, well, do we have to cut the price in half? I'm like, not if you're creating the same outcome, right? If you went in to get a surgery and one surgeon said, it's going to be a 12 hour procedure and the other surgeon said, well, I can do this in 15 minutes, which one will you choose? Assuming the outcome's the same, right? 15 minutes. And you'd likely even pay more for that. So people pay for speed and they pay for reducing sacrifice. So messaging has to be clear about that. Here's a interesting case study of one of our clients. So her last three sales calls, she's been training with us and she's understood this concept and applied this concept and also taken some additional training in our membership program on sales and working with one of our, one of our friends, Majid. And her last three sales calls have been three out of three conversions. Okay? Cause the messaging is right. You're attracting the right client. And guess what? This helps her build more belief. If our messaging isn't right, we're attracting the wrong people. What happens to our self worth? What happens to our belief? It decreases, right? Then we start questioning our pricing, our program, our existence. Okay? So psychology then takes over and we start blaming technology. I hate Facebook. I suck at this. I don't like this. Right? I can't figure this out. But if the psychology is right, then we'll do anything to get it done. Okay? James Clear says that enough courage to get started, plus enough sense to focus on something you're naturally suited for, plus enough persistence to stay in the game long enough to catch a few lucky breaks, plus a lot of hard work, that's the recipe. And I think anyone who's been doing this and been here or been around the block enough, I think they would all agree with that message. So even if you have all the right pieces in place, it's not going to happen overnight, right? You can get a lucky break, you can get that important phone call, you can get that podcast invite. But it happens when we stay in the arena. Okay? It's not one toe in and the rest of you is out of the arena. You've gotta be all in. So it takes courage. I understand. To do what you do, it takes focus, right? You've gotta really find also what you love doing. You know, I had a client just the other day and you know, she was struggling. She had all the right pieces, all the right tools, Great webinar. Followed, you know, the cadences and followed the Consistency of putting the message out there. And then it became clear to her that she was helping who other people thought she should be helping instead of who she really wanted to help. Okay? So you have to actually be naturally suited for what you do and do it for the right people. So don't work with thyroid patients or hormone patients because it's working for somebody else. Okay? Do what feels really good to you. All right, so now let's understand our dream buyer. So let's assume we're putting in the work, we're putting the effort. Now let's get an understanding of who our dream buyer is. Now, your dream buyer is probably someone who does their research, right? Not someone who kind of shoots from the hip when it comes to their health. So the first exercise I'm going to have all of you do independently is I want you to open up a incognito window. So an incognito window in Google Chrome is. Is a way to view and search without any cache, which. Or cache, which means that it's. It's as if somebody else was searching who's never been on your computer before. So type in the name of your practice, and the word reviews. Shouldn't take more than a few seconds for that to pop up. Now, keep in mind that most people who are discerning with their health, with anything that they do, right. I gotta take my car for an oil change, and I'm doing some research looking for a different mechanic. So, you know, we go online and we start researching, we start reading. Okay. And the first. One of the first things that people are going to read are your reviews. Do you even pop up? So I'd love for you to type into the chat, how many reviews do you have? Okay, great. So I see some niti. Great. 35. Awesome. Scott. Great. 150. Okay. And I appreciate the transparency. Thanks. Naming. Okay. 87. Great. Saima. Cool. So this is what your people are going to see. Right? And you know, I just. I just did ours this morning. And this is Functional medicine, Mississauga. But if you were to type in reviews, it would be. It would actually bring up these reviews. So there's 316 reviews. Now the next person closest to us has four. So doesn't that do a lot of heavy lifting for you? Right. If we know that our ideal customer is going there, likely even going there first, then our message is going to get them interested. But then when they start doing due diligence and research, then we. There has to be supporting documentation, right. That you're a Legit business. And so if you have, you know, 0 to 10, that might be something you need to work on. If you're just starting out in business and you don't have any clients, you can get character references. Ask your friends to write a character reference for you. Right? It's a lie if they say, I went to see you as a patient and I got great results. Not a lie if they say, you know, Dr. Ricky. I've known Dr. Ricky for many years and he's an amazing practitioner, very caring and compassionate. Right? So get character references, Ask for reviews. Right. I'm going to call out Dr. Nam because she sees a couple thousand patients every month. So I'd love for her to get even more reviews. Right? Just blow it out. Sky's the limit, right? So that's going to do some heavy lifting for you. One of the things that like, we'll get referrals that come in from Google and we're like, how the hell did this person find us? And they'll type in Google and we're like, we're not even spending money on Google Ads. But it's because they're typing in and the reviews are doing a lot of the selling for us. Okay? So really simple, low hanging fruit for many of you. If you don't have your Google business page set up, then that might be part of your homework to do that so people can actually leave a review for you. All right, Was that eye opening for some of you? Okay, maybe disheartening for some of you too, right? Or inspiring for some of you. So once we know you know, what our clients are looking for, we also of course have to understand what they're looking for. But it's almost pointless if when they search for us online and they don't really see much. Right? It's hard for them to have belief in what you do. Okay, so let's make search engines our friend. If you don't have a Google business page set up, go ahead and set that up. If you don't know how, just type in YouTube. How do I set up a Google business page? All right, next. One of the most important things that you need to have in your, in your marketing repertoire is your brand script. Now what your brand script does is it acts as a visual representation of your client journey. It's a way for you to understand your client better so that you can understand the psychological, the logical and the emotional. Right? So we can understand their psychology, we can understand what's stopping them from taking action. We can understand why we're a good fit to help them and we can get a better understanding of how to put our offer in front of them if they meet certain criteria. How many of you have done a brand script before? Okay, so those of you in our mentorship community, your hands should be up. So a brand script is where the story starts. Okay, so I'll tell you this. I know this might not be what you want to do, but it's probably what you need to do. Without a brand script, you don't have like a 30,000 foot view of what your message is and the journey the client's going to go on. So what we're going to do is we're going to go through this exercise called the Story Brand and we're going to create your brand script. For those of you that have done this already, you can take a and you're fully comfortable with where your brand script is. We're going to spend about half an hour here. So you're welcome to stay tuned in and sharpen that sword or you can spend some time and with your family, go for a walk, do whatever you need to. So we'll be doing this for about half an hour or so. Okay, everyone good with that? Thumbs up if you're good with that. All right, so first things first, we need to access a really awesome software, I think, and it's also free too. So let me stop sharing my screen here. I'm going to drop a link in the chat. Where you'll be able to access this. Okay, so you're going to go to my storybrand.com. i dropped a link in the chat for everyone. If you don't have an account, please go ahead and set one up. When you go to the page, it'll bring you to a page that looks like this. If you're already an existing client, you'll click on this green text down here. And if you're not, you'll create a free account. Okay. Once you're there, go ahead and type in done in the chat. So I know that we're all on the same page here. Okay, wonderful. So it looks like most of you are finding your way there. You'll start a new brand script. And all of your sections, of course, will be blank. All right, wonderful. So I'm going to start with character and we'll walk our way through this. Now what I want you to do is I want you to come back to this a little bit later as well. When you come back to it later, you'll come back to with a fresh Set of eyes even, you know, start thinking about some of the questions and cues that I'm going to give you. Think about them, you know, even later. Like when you're out for a walk. Just give yourself that space to come back to this later if you need to. Right now we're gonna. We're gonna just write things down or type things out. You could write em out on a piece of paper if you work better that way. Describing our character. Okay, so I'm gonna stop sharing this for a second. Our character is that ideal customer avatar. It's that person who we wanna get our hands on and help them because we know we have something that can truly transform their life. What is that person struggling with? What is it that they want? What is their desire? Okay, now desire isn't just getting out of pain. Once they're out of that pain, what are they going to do? What's the mountain they want to climb? Maybe they want to literally climb a mountain. I have clients that want to do that. That's why we work together. What if they want to dance at their daughter's wedding? Right? Or maybe they have. They can't be the parent that they want to be. You have to get down to about anywhere from three to seven whys as to what does this character want? We've all heard the famous saying that nobody wants a drill, they want a hole. Right? Nobody wants your program. I'm sad to say that to you. Nobody wants. Do you think anyone wants your program? No. They want the result that your program offers to them. Right. Like nobody likes going to the best mechanic. Right. Or the best doctor, or the best anything. But the reason they go is because they want the outcome that that person is going to help them with. So you're the drill. Okay? Your program is the drill. And that's a. That's a kind of an important paradigm shift in how you look at your avatar. They don't want your program. They want the outcome that your program provides them with. Because a lot of times we try to sell people our program, don't we? How many of you are guilty of that? Selling your program? Raise your hand if you're guilty of selling your program. Okay. Yeah, most of us are, including myself. Right. Until I realize that nobody wants a program. They want the outcome. So that's what our focus should be. What is the outcome that this person wants that your program will provide them with? Right. Perhaps, you know, some people, they can't keep up with their spouse, right? Maybe their spouse goes for a walk every day and that they can keep up with them and that's what they're craving the most. Some people, maybe they can't travel like they used to. You know, I had a lovely conversation with a new client that I'm working with and you know, it's. You don't even think about these things. But she dreads traveling because she's so self conscious about what the person in the seat next to her is going to have to say about her weight. Right? So she wants to travel again. That's like her why. Right. And our program is going to get her healthy, give her the energy and give her the confidence and the, and the, and the right body composition so that she doesn't have to think about those other things that's, that's causing her dread. So that's the intention that we even set into her program. So what is it that your clients want? And it's going to be a multitude of things. Not. It's not just one thing. But I want you to start contextually thinking that way. We're marketing the hole, not the drill. All right? Next, think about how they want it. Right? So I want a hole without a mess. I want a hole without a lot of noise. Right. With a lot. Without any collateral damage. So in order for that to happen, I have to have the right tool, right? Your program is the tool. Your program is the drill. So why do they want your program? What type of solution are they looking for? Okay, maybe they're looking for something holistic, something natural, something that incorporates mind, body, spirit, something that teaches skills over pills. This character is willing to do the. Willing to do the ne. The right work, right? Sometimes the right work is a little bit harder, but they're willing to do it. So you get to describe who this person is. The next thing I want you to describe is how they feel. Are they frustrated? Are they feeling hopeless? Are they just sick and tired of feeling sick and tired? Are they feeling unattractive? Are they feeling lonely? Are they feeling embarrassed? Are they feeling shameful? So part of good messaging is, is really getting into your clients heads. Okay. If you can finish their sentences, then you, you. It's, it's like, it's something magical happens when you finish their sentence. Kind of like if you're talking about something and then you see the ad on Facebook, you're like, what the heck? How did. So we really have to understand who our audience is, right? So if, if we want people flooding towards our message, we have to understand that. Why do they want what they want? What's that, you know, and. And here's the thing. Does anyone really want a hole in their wall or do they want to hang a pa. They want to hang the painting. Right. So there's always a layer deeper that we can go. Why do they want to hang the painting? Right. What does that painting represent for them? Next, how do they want to solve this problem? Okay. Naturally, holistically, without drugs, without surgery, without spending a lot of time, without wasting money, without guessing anymore. How do they want to solve this problem, and how do they feel? So knowing this about your character allows you to really become dialed into their message that they have playing over and over in their head. Okay. This helpful? Getting a better awareness of your. Your customer. Okay, great. I'm going to take a quick pause here, and I'd love for you to share because there's literally 179 of you right now. So that means there's 179 different presentations happening at the same time. I'd love for you to share what's been your biggest takeaway so far. So what is something that is like your aha. That you've had? Maybe something that you're not doing? Maybe it's something new that you learned that you should be doing. Go ahead and type that into the chat for me. I'd love to see what that is for you. And it's a great way for us to share what we're learning and collaborate with one another. Okay. Laurel says this is great because she's fine tuning her program. Shannon likes the story brand. Brenda. Yes. The focus should be in the outcome, not the program. Diane says I love story brand. Didn't know this existed. Google your business reviews. Yes. Natalie Jo. Yes. The hole, not the drill. And you could always go even a step further. The painting. One of my clients, she focuses on health junkies. So community of people over 50, high performing athletes over the age of 50. And so you know, her clients, they. They want to perform at a high level. They want to rock climb when they're 70 years old, they want to go alpineering. They want. There's all kinds of things that they want to do. All right, so keep those coming. I'll wait for a few more. George needs online reviews. Awesome. Okay. The. For who without Jamie. Yeah. Give that some time. It takes some time. And you might have dozens of different versions of it. You know, pick the one that rolls off your tongue and feels good to you. Okay. Nicole needs more structure on her practice so that what she delivers can grow. Shayla. Yes. Don't sell the program. Sell the outcome. Like, imagine you went to a travel agent and they did, they did. They started describing the flight to you and they said, they described every detail of the flight. Okay? You're going to show up to security two hours early. You're going to pre check in the day before on your mobile device. And then we're going to, you know, ransack your luggage to make sure you don't have any explosives in there. You're gonna have to go through a scanner that does God knows what. And then you're getting on a plane and they're gonna serve you peanuts, right? Like, you don't go through all those details. Like, imagine a travel agent doing that. They just tell you about the destination and all the fun that you're gonna have when you get there. So sell the destination, sell the outcome. Focus on that. Yes. Outcome, outcome, outcome. All right, so the next section now is now describing the character's problem. Okay, so we can move on to the next section, which is. Has a problem. There's a villain, an external problem, internal problem, and philosophical. So we'll go through this. And the villain is kind of an outside force, right? Kind of an external third party force that they can't necessarily control, right? So maybe the villain for you might be Big Pharma advertising, right? That's brainwashing people. Maybe it's the media that's brainwashing people, Right? It could be that people are trained these days to want quick fixes, right? And people have short attention spans. I mean, these are some of the villains of, of getting people's attention, right? Maybe the villain is other practices that create a jaded experience for people. So it's hard for them to do something about the villain. The villain is kind of a third party. Then they have an external problem. So an external problem would be a challenge outside of them, but something that they can actually fix, right? There's nothing we can do about Big Pharma. There's nothing we can do about the media, right? There's nothing we can do about the conditioning that people have. There's nothing we can do about the practitioners that they've seen in the past, right? There's nothing we can do about all the advertising, maybe even false advertising and empty promises that they see online. Take this pill and your problems will go away. Maybe the villain is all the summits that they're watching. That's like confusing the heck out of them, right? And they don't know what to do. So that's the villain, the external problem, something they, they can, Okay, so an outside, external belief would be that it's expensive to be healthy. It could be that my kids keep me so busy I can't take care of myself. Could be my job, I'm so busy at work that I don't have time for self care, right? Those are external limiting beliefs. It's something outside of them, but something that's within their control. Next, it could be the next problem or challenge you could have is internal. Internal is something they believe is defective about themselves. So it could be age, could be genetics, it could be psychology. I'm a failure, I've tried so many things and I can't stick to it, right? So this is where they say I. External is where they say my, my kids, my job, my commitments, my doctors, right? Internal has to do more with them. So it could be willpower, could be age, genetics. External could be my husband, my wife. And then philosophically, why is it a terrible thing that people struggle with this? Right? Isn't it a shame that with all the information out there these days that people still even get sick, right? That they even develop a chronic illness with all the knowledge that's available in the world. And sometimes it's so blaringly obvious, but people still get sick, right? And isn't it a shame that the solutions that they're offered would make a healthy person sick? Isn't it a shame that, you know, big pharma has a monopoly on the messaging, right? So people aren't even aware of all their options, right? Here in Canada we have socialized medicine, but it only covers all the stuff that nobody wants, right? It doesn't cover naturopathic care, chiropractic care, physiotherapy, dental care, massage therapy, personal training. It doesn't cover any of those things. Those are the things people actually want. Covers the things that people don't want. And I would suspect that it's because nobody would actually pay for it. If you put a functional medicine next to a traditionally trained, you know, narrow minded, any type of other practitioner, who would people choose? A hundred times out of a hundred they would probably choose you, right? We just don't get enough in front of them enough, right? And so it's tragic that people don't hear the message so philosophically. Why is it a shame that people still struggle with this? Is everyone following along? Okay, I see some of you fine, crafting your message. Always learn something new. I always share something a little bit different and new because I'm learning new things all the time. All right, next section that we're going to go to is our meets the guide. Okay. And who's the guide? The guide is you. The guide has two very important characteristics. They have empathy and they have authority. So empathy is how do you actually understand the situation that this person is in? How can you be empathetic towards them? Chances are you may have struggled the same way they did. Chances are you may have, you know, somebody really close to you may have been significantly impacted with the condition that you help people with. Usually I find statistically, most of us, majority of us, are in this because of our own personal transformation. How many of you, just from a show of hands, how many of you started practicing functional medicine or wellness holistic healthcare because of your own personal experience? Okay. And chances are you want to create that experience for other people. So the empathy comes from telling your story. This is the thing I find most practitioners don't do enough of. And sharing it once simply isn't enough. You've got to share your story consistently over and over and over again, okay? Because you're going to have new followers. You're going to have people that didn't see it the first time. You're going to have people that maybe didn't have the challenge that you overcame last year, and now they do have that challenge, right? So your audience is constantly changing as well. And if your audience is anything like the average audience in on this planet, your audience is getting sicker as each day goes by, unless they're doing the things that you're telling them to do, as each day goes by, they're marching one step closer towards the grave because they don't know what you know, right? And they don't know that you're relatable, that you'll actually get them, that you'll understand them, right? Because sometimes we might feel embarrassed, right? And so if it's a stranger, it's a little bit different. But if it's your inner circle, right, Then people may not feel comfortable bringing something to you unless they know you've been through that same thing. So your journey is actually vital to your message because it helps others understand that you understand what they're going through. Your empathy is, is actually your superpower, right? It's what makes you relatable. It's what makes you, you know, sit on the other side of the desk with them. And that's where your authority also comes from, right? If imagine somebody's got thyroid disease and they get bounced around from one doctor to the next to one endocrinologist to the next, and they still don't feel good. And then they hear your story about how you were going through the exact same thing, learned about functional medicine, changed your life, and now you want to help other women experience the quality of life that you have. Right? So now you've got authority because you're like, oh, my God, wow, I can feel better. Like, everyone I've gone to has. Has made me feel less hopeful. You're actually making me feel like there's hope in this. Right. So your story gives people hope. It helps people know that it's possible to feel better again. See, most people when they go to see see to see their doctor, what do you think the odds are that their doctor actually had that condition? Pretty low. How many oncologists do you think had cancer and then became oncologists? How many endocrinologists do you think were people that just were living their life, you know, got diabetes, reversed their diabetes, went to med school, and then became an endocrinologist? It's like 0%, right? So as smart as people are in the medical space, they may not have as much empathy as what you're capable of having, because you actually face the problem that you help people fix, and that's actually one of your superpowers. So if you. If you can get good at telling that story, which of course, takes, you know, takes practice and takes structure, and we share these things in some of our trainings that we do. But you have to get good at telling the story arc, because how you tell the story also plays a role in how people will remember the story. There's some stories you've been told only once and you still remember from decades ago, because the brain, you know, for whatever reason, however, God made us. He made us. So that. Or she. I don't know. You know, our God created us in such a way that we can tell stories to intergenerationally continue the lineage of that, of that message, right? So our brain remembers stories, People remember stories. So you've got to tell the most important story that you'll tell is your story so that people feel comfortable telling their story. So what gives you authority? Authority is given to you because you've solved this problem. You've read books, you've done research, you've taken trainings, you've attended courses, you've attended workshops, master classes, you listen to podcasts, right? But the most authority you give get is from actually solving the problem that you're now going to help others solve. The questions are different, right? That you ask somebody who's actually Solved the problem. You know, when you ask a doctor who's. Or any type of practitioner who hasn't actually had the problem themselves, you can't ask them. You can ask them, what would you do? You can't ask them, what did you do? There's a huge difference there. What would you do and what did you do? So your story gives people certainty, it gives them confidence, it gives them hope. And I find that most people don't tell their story enough. Raise your hand if you're guilty of not telling your story enough. Raise your hand if you're guilty of not raising your hand when you should be. All right, so I want to give you all a quick tip if you ever want. Instead, if you're ever doing a live presentation in person, that is, don't ask people to raise their hands. Ask them to say aye. Takes way less effort. Because sometimes people are writing and they're trying to raise their hand and it doesn't quite work well. But if you ask them to say I, then everyone says I at the same time and they can keep writing while they're doing that. But on zoom, all we got is I have to ask you to raise your hands. All right, Next section that we want to cover is the process and agreement. Okay? So we're here. Who gives them a plan? Process and agreement is really important because when we're talking about process, people want to know you have a plan for them, right? They want to know that if I hire you, that there's a plan that you're going to offer me. Right? There's a step by step by step plan that I'm going to go through, right? We're going to do this. We're going to do this. We're going to do this. We're going to do this. Now, I'm not going to spend too much time here, okay? Because this is more having to do with program delivery. We're going to focus more on understanding our character and understanding ourselves. Okay? So the next steps of this would be, what is your step by step plan that you're going to offer this person? And what are the terms of agreement that you have to come to for them to see a result? Okay. And only if they agree to the plan and the terms do we make them an offer. So we went over three things. We went over our character, okay? As many layers as to why they want to solve this problem as possible, how they want to solve this problem, and emotionally, how they're feeling right now. We need to know this if we're going to create a message for them. The next part is understanding the things that are stopping them from getting an outcome. Right? What is the external villain? Because remember, we have to be able to overcome these objections with our message. Okay? So this is why it's important that we understand this. This is why it's so easy for me to create a message that lands. Because I understand my character, I understand what's stopping them from seeing results. I understand their psychology, I understand their environment. You know, with a fair level of accuracy. It's going to be unique and different for every person. But I have a good understanding of that. So we have the villain, which is the third party. Outside forces. They can't do anything about external objections, which are things that are outside of them that they can do something about. Usually we use the word my. And then internal, they use the word. And then the philosophical is, why does it. Why, you know, why does it suck that people have this problem? Why shouldn't people have this problem? Why is it unjust? Right? I think it's unjust that we have a system that doesn't teach people how to be healthy from the very beginning and waits until they get sick and then offers them poison. How will they ever get healthy? And I know I'm being dramatic, but you have to be dramatic. You have to be polarizing. Okay, that's another thing that you'll learn, and we'll talk about that too, is you have to be polarizing. If you're not polarizing, so what. What does a battery have? A battery has a plus and a minus, right? It has two different polarities. That's what creates the transfer of electrons. That's what creates energy. If your message is boring and plain and doesn't create a charge in people, it's not going to move them. Okay, next is we talked about empathy and authority. Empathy comes from your story, your journey, and authority comes from you solving the problem that you're going to help other people solve. Awesome. What I'd like to do is I'd love to field any questions that have come up. So if you have a question, then go ahead and raise your digital hand. We'll take a few questions. And what we'll also do here is those of you that need to take a quick bio break. This might be a good time for you to take that bio break if you need to. And then we'll. We'll take a few questions that come up for you, and then we'll. We'll move on to the next section. So if you have a question Raise your digital hand. And if not, then this is a good opportunity for all of you to take a quick bio break, and that way we can keep moving. If you're. If you're anything like me, you drink a lot of water, and periodically you need to get up and go for a walk. So this is a good time for you to do that. I'll play some music in the interim, and we'll be back here in about 11, 11:30. So it's 11:28 right now. We're back at 11:35. Okay. So take your bio break, and we'll have everyone back in the room. We'll start right on time. All right, friends, let's. Let's go ahead and share what our second biggest takeaway or what our biggest takeaway has been since our last takeaway. Go ahead and share that. In the chat, and I did see that there was a couple questions that people had. I think, Nicole, I may have seen your hand up. So I'll. I'll field a couple of questions right now, and that'll give everyone a chance to get back to their seats. So, Nicole, if you want to go ahead and unmute yourself and everyone else, go ahead and type in your biggest takeaway in the chat. Remember, your takeaway could be helpful for somebody else. So go ahead. Nicole, did you have a question or not? No question. Okay. All right, Miro, maybe I'm pronouncing that. Hopefully I'm pronouncing that correctly. Go ahead and unmute yourself. Miro.

I think that's me.

Yeah, hi.

I was just wondering if I have a virtual business, and I want to put that, you know, in Google and set that up. I don't want to use my home address. What's the best way to do that?

You can get a mailbox address. And there are, there are, there are ways to have an external address. So you can look into that. Did you have any questions about what we just covered?

I am still internalizing that. It's all been great. Thank you.

Yep. Sure. You're welcome. There's Erin, if you could find a link for her on that, or Sarah, so that way we can make sure she knows how to set up an external address. Thank you. Okay, Nicole, go ahead. Should let you unmute now.

It Just let me. Sorry about that. Yeah. So my question was really about. Oh, gosh, I forgot it now that. Oh, so I didn't. I don't ever really feel like I have a personal story about why I got into what I do, and that's always limited My storytelling, because I always felt like, you know, if I had, you know, these, you know, health issues, particularly like, weight has never been my issue. Thyroid has never been my issue. So all the things that I talk about, I don't have a personal story to go along with it. And so that's really been my challenge.

Okay. So you don't have to have a story. Right? So it's not mandatory that you do. Sometimes you can connect to somebody else's story. You know, for me, you know, I don't. I'm. I'm in the same boat. I don't have, like, a health transformation. I'm still waiting for my hair to grow back, thanks to functional medicine. Hasn't worked yet, so. But I don't have that story myself either. So my story and my belief and power in what functional medicine has to offer actually comes from my wife. So witnessing, you know, her going through the birthing process and, you know, the ups and downs that resulted from that and what she had to do and the fact that she was healthy, what that allowed her to do, gave her a whole set of different options. So you can also attach and connect to other people's stories as well if you don't have one. Maybe it's a client that inspired you, maybe it's a case study that you saw, or maybe it's the other aspect of. It could be that, you know, as a practitioner, you. You. You had people coming in, you had no idea what to do with them. And as you started searching and researching, you realized that, wow, there's this whole other way of practicing healthcare. And it just felt so much more in alignment with, you know, your. Your personal values and beliefs. And that's why you do what you do, right? Sometimes it could be. So a story could be something that. It could be a way that, you know, functional medicine changed our life personally, or it could be a way of. It changed our perspective on what's possible. And that's what drove you to join. Right? So your story is. Your story is. Doesn't have to be a health transformation, but it does have to be what motivates you to do what you do.

I. I worry sometimes that it's going to connect with people, you know, like, my story started way before, you know, so it just seems I always wanted to do this since I was a kid. So it's like, it's.

I.

Sometimes I feel kind of preachy, like, you know, this is. I always knew that I wanted to figure out why people. What kept people.

Well, why is that?

Why do I.

Why were you curious? Where did that curiosity come from?

It came from watching. Well, my. My uncle, who died when he was in his 50s, and I was just like, why did he get sick? Like, I don't understand why some people are still here and some people aren't. And how do I. How do I figure that out? Because I know that we don't have to get sick.

Well, there's your story, right? So as a. As a young child, you know, I'm sure you loved your uncle, and I'm sure you saw the devastation and the pain that it caused your family and perhaps even your cousins if he had children and you didn't want anyone else. You don't want anyone to experience that. You don't want any child or grandchild to experience the loss of a loved one like that. Right? So that could be. I mean, I'm just making stuff up, but I'm. If I was a betting person, I'm sure that most of those things were accurate. So you would. You. So that's how you would lean into your story, right? Is. Is by what piqued your curiosity? Why do you do what you do? Right. Your story is essentially your why. And there's always. If we ask questions. Right. I just had to ask you why twice. And we got to the bottom of it. And I'm sure there's more to it, right. If we keep peeling the layers of the onion back. So why, why, why, why, why? Got it.

Thank you.

Yep. You're welcome. That was easy. Hey, Debbie. We'll take Debbie and then we'll go to. It might be Irene. Or Irene. I'll let her tell me. Go ahead, Debbie.

Hi, Satchin. Good to see you again.

Likewise.

I got to Baja moments revisiting the storyboard, the story brand, which was awesome. But I'm going to use it. I'm thinking I'm going to use it in order to do my sales calls as well, just to keep that flow going. But my question is, when we say don't sell the program, sell the outcome, which is great. I always start with the outcome. I go to their why and everything, but they always want to jump back to the program, and I'm having a hard time recycling them back. So is there any kind of like, I'm going to have the storyboard open so I can keep referring back to that, But I have a hard time. I get stuck. People want to know about the program and how much it costs, and I'm going like. I go back to their why, but they keep going back to the program. Do you have any wisdom on how to keep them on track about themselves?

Yeah, and that might be outside of, like, what we're talking about right now. But so I'll answer it really briefly so I don't get too off on a tangent, because that's more of a sales and discovery call type of question. It's good. It's. The story brand is something that you all want to have up while you're doing it, having a conversation. And even if you just have the, the story arc, the, the green screen that I shared a little bit earlier, that slide that I shared, let me pull it up here, this one, just so you understand, like what, what you're going to be explaining and walking people through. This is a good diagram to be able to understand the journey. Right? So first you get to know the character. You get to understand their problem. Right. You get to explain to them why you do what you do and why you love it and, and why you think that working together, together makes sense. Here's a plan that we're putting together, right? And then only if they're the right fit do you offer them the program.

Okay.

Right. So when somebody keeps going back to the price and this and that, you don't make everyone an offer. Here's the other thing, right? You don't make everyone an offer. You make the right people an offer. Right? Because the. In reality, if you think about it, saying yes is the easy part. I don't work with people that. Who make saying yes the, the hard part. Right. Because the hard work comes after they say yes.

That's right.

So we, so we always, you know, first we have to identify if you're the right fit. First we have to identify if you're willing to do the work that's necessary. Only then does the price matter. Right? Only then do we make an offer after there's agreement in the plan and that agreement in how that plan is going to be executed. So you talk about it, you talk about the program, right. But you don't focus on the features. You focus on the benefits. But that's a whole different conversation. And we have like a whole separate training on that, which we'll be doing. But just hopefully that gives you some insights there.

Yeah, but I can see how the story brand, having that up could keep. Can keep you on track more because it kind of gave me an aha moment revisiting, like, oh, my goodness, I have to have this up and running while I'm on my call.

So, yeah, I mean, guess, guess what I. That's the first thing I do when I. If I'm going to do a webinar, if I'm going to do a training, if I'm going to put an offer together, the first thing I do is I write the story, brand out. And I know we spent like a good 40 minutes doing that today, but literally I can do it in 10 minutes.

That's good. I'm going to actually utilize it. Yeah, for sure.

Yeah. So it doesn't take very long. So if you, if you haven't already, take a screenshot of this because this, this is like your little cheat sheet. Sorry.

Right.

Cool. All right. Now that the. Now that it stopped raining and we're done with what I might. What some of you might consider the fun but boring stuff. Now we can focus on what I get excited about, which is marketing and messaging. Okay? So this is more my wheelhouse than the things I get excited about. So the next step, once we understand our client and our avatar and the person that we're going to be helping, is we want to have a high converting lead magnet. Okay. And a high converting lead magnet saves us money. It saves us, and it spares us frustration because it's one of the cheapest ways for us to generate new interest in our offer, in our program, in what we do. Okay. Remember I said earlier, you're going to very quickly run out of people in your inner circle that are going to work with you. So if you're frustrated that social media isn't generating you an abundance of new leads, it's because you're not using a paid ad strategy. But if you're going to do a paid ad strategy, you have to have something worth promoting, right? You have to have something that converts because it's going to. There's going to be a cost per conversion, which is going to be determinant of how much money you're going to be able to spend. So we want a lead magnet that converts at a low cost. That means our message is landing. When there's a marketing and a market and messaging fit, then your costs go down dramatically. Okay, but if your messaging is off for the market, then costs go up. Right. And remember, whoever can acquire the most number of clients wins. Right. It's not that we're competing against each other, but we're, you know, it's just the reality. Right? If I can spend, if I can outspend you on acquisition, then you'll never be able to keep up with me. But if you can, you know, lower the cost of acquisition because you've got something that's very attractive to people and builds trust and builds reputation, then you're going to be able to, you know, you'll have an unlimited number of clients. And then once you know the math, then the question is, okay, how busy do I want to get? Okay. Or how many leads do I want to build? If you wanted to acquire, let's say, you know, let's say you get it down to $5 a lead, just to keep it simple, you want to acquire a hundred new leads. So it's going to cost you $500. If your lead magnet is very clear and very specific, then you've attracted high quality leads, right? So the more specific a problem your lead magnet solves and the pain point that it resolves, the more specific that audience is. Let me give you an example. So if you had a five day, you know, let's say, let's say you had a guide how to lose five pounds in five days without changing your diet and without intense exercise, right? So really simple structure. Here's what you want. You want to lose five pounds, the first five pounds, the next five pounds, or the last five pounds. And you want to do without intense exercise, without changing your diet, and you want to do it in five days, right? So it's very specific who you're attracting to this. People don't want to lose five pounds. But it's also very vague because doesn't everyone kind of want to lose five pounds? Right? Most people, if you went to the mall and surveyed them and they were honest with themselves, they probably all want to lose five pounds. But we can narrow that audience down further by making it specific to women who are going through menopause, right? And we can get even more, you know, polarizing by calling it, you know, the Menno muffin, right? Lose the five pound Menno muffin that in five days. So we're now speaking to a very specific audience who want. I don't even know if f. Facebook would approve that ad, but I'll, I'll. I'll give you a secret on how you can get all your, all your weight loss ads approved later. And I'll save that till the end. That'll be my cliffhanger. So just Aaron, remind me on how to get all your Facebook ads approved. So now we've been. Now we're very specific, right? So we have menopausal women who want to lose 5 pounds in 5 days who are probably overwhelmed with. And when I say without changing their diet, what we do is we just incorporate fasting. Right? So that's the solution, right? We just have them eat less of what they're eating or we have them eat it at certain times. So I deliver on that promise. Now we don't have them do intense exercise. We have them do the exact opposite. We have them do intense rest. So everything I'm saying is accurate because most women who have that, you know, weight gain around their midsection, not only are they experiencing menopausal symptoms, but what's happening, their stress is usually on overdrive at that age, isn't it? Right. Their adrenals are shot. And now they've, you know, their adrenals are having to take over the responsibility of the ovaries as that transition is taking place and they just can't keep up. So they don't want to do intense exercise. They actually need intense rest and self care. So now I've taken a specific audience, targeted, even a very specific body part to accomplish a goal over, over a specific, a specific number of days. And I have removed the resistance. Right, without changing your diet, without intense exercise. So you see how that could be high value because it checks off all the boxes of a high value offer, right? I'm not saying lose 50 pounds in five days. I'm saying five. Most people can, can see how that could happen, right? It's a realistic outcome. And now everyone who gets that lead magnet, guess what. You know, I don't think Reggie's going to download that lead magnet. If you don't know Reggie is a, is a male. All right, I'm not going to download that lead magnet. Brian's probably not going to download that lead magnet. Aaron's probably not going to download it unless we're going to share it with somebody else. But who would download it is somebody who actually has that problem. So now the quality of your leads is so much higher because you're very specific. But if you're just plain vanilla and your message is boring A, it's not going to convert very well. But you're going to build a crappy list. The people are not going to even remember why they joined your list. So you, you want to be very specific. Does this make, raise your hand if this makes sense. Okay, so vanilla, plain, boring vanilla is no good. You got to spice it up. You got to make it very specific. Okay, so a lead magnet is a way of saving money as well. Because what happens is you could, you know, you could brute force discovery calls, right? Everything has a price. So if I just said, hey, free discovery call and I had like a shitty ad running to it. There's a price at which anyone will sign up, right? It might be $500. A thousand dollars. Five thousand dollars, right. No matter how bad your message is, there will be a certain percentage of the population that will see it and take action. It might be astronomical in cost or there might be a low value lead. A low value lead doesn't even know why they're there. I had somebody message me last night when, when we sent out the reminder email and they're like, can you remind me what I signed up for? I'm like, dude, it's not my job to remind you of all the things you sign up for. Like, seriously, you want me to take time out of my day and like remind you what you signed up for? That's not my job. Right. And if you're the type of person that signs up for stuff and you don't even know why, I mean, I hope they're not. Maybe they are here. Hopefully they are here, but it's just the truth, right? And I can see all of you laughing because it's true. Like, it's not my job to do that. And I don't even know if you're going to be a good client. Are you going to remember you signed up for your appointments, for your coaching calls? Like, you know, are you going to ask me every time, like, you know, it's not my job to do that. I don't even know why I said that, but clearly I had to get it off my chest, so. Oh, here's why I said it. So a lead magnet is going to lower the cost of acquisition because at any price you can have people sign up, right? Discovery call. Okay, we can figure out, let's say it costs US$400 to get a discovery call, but I can actually get a lead magnet conversion to take place for a few dollars, right? Because it's such a low barrier offer. Okay. And it gives them a taste of what we have to offer and then that allows us to build trust with this person, which then allows us to make our core offer. Right? So your lead magnet is kind of like a mini offer and we'll go over different types of lead magnets in a second, which then allows you to build trust and then you make your core offer. Okay? So I can give you, I'll give you an example of a meta example of what we're doing today. Right? So some of you are here because you've attended our trainings in the past and you've Enjoyed our trainings and this topic piqued your interest? Right. We actually created this topic and presentation based on a survey that we sent out to our mentorship community. And when we sent out this train, when we, when we sent out the survey and got the results back, I'm like, man, if people are in our mentorship community are struggling with this, I know for sure that others are going to be struggling with it. So let's do a training and open it up to everybody, right? Because why wouldn't I? I want all of you to win. Right. What this does is it takes you from, you know, low trust and I hope that this little mini offer that I've put together for you builds more trust and a certain percentage of you will be good candidates to work with us and you'll be able to self identify if you are or not. Right. And in an absolute worst case scenario, right, we started off with 179 people. There's 171 of you that are still here. So you could have dropped off at any time that you wanted to. Right. You have the free will to do so, but clearly you're trusting the process, you're enjoying the value. And again, some of you will be, you know, suitable candidates to work with us. So it's happening right now. Okay, so you want to, you want to understand this model and use it in your practice as you see fit. So you might be wondering, what are all the different types of lead magnets action that we can have? It doesn't have to just be a PDF download, it doesn't have to be a masterclass like what we're doing right now. It doesn't have to be a checklist, it could be a coupon, it could be a quiz, it could be a video course, it could be a podcast, it could be an email course, it could be a consultation, it could be a masterclass, it could be an ebook, a book, a PDF, a cheat sheet, a case study, videos, exclusive content, or even an audio recording. Right? So a lead magnet is anything that gets people to exchange their. It's anything that gets people to raise their hand and say, help me with this problem. Okay? And the more specific we can be about this problem, the more we can actually build a high quality list. Now, we want people to think that that lead magnet was built just for me, man. How did he, how did he know I needed help with that? Okay? Now there's, in addition to the different formats of lead magnets, there's different philosophies of lead magnets as well. So this comes from Alex Hermosi. And so one lead magnet would be revealing the problem, right? So revealing the problem would be. Here's a, here's a challenge that you're facing. Let me show you how to solve it. Okay, so maybe your lead magnet is. Okay, so I won't make it a shocking title, but because I usually need time to massage that. But let's just say your lead magnet is 4, 5 foods that every menopausal woman should remove if she wants to lose £5 this week. Okay, so you're revealing the problem. You're revealing. What are those five foods. The second type of lead magnet would be a free trial. So a free trial would be kind of like what you're getting right now, right? You're getting a training that I would give to my mentorship community, which many of them are here, and you're getting a, you're getting a piece of the action. When we started the training, what did I tell you? I said this is going to cover a few of the sections of our 12 week program, right? So you're getting a trial right now, right? You're getting an insight into, you know, how, how I train the content that we create, the philosophy, the values. You're getting a sampling of that. Okay. And the third type is step X of X, right? Or step X of Y, right? Maybe we give you the. Here's a free first step. So there's different ways. Okay. If you have a six week program, what's like a free module that you could give somebody? You'll see authors do this, right? Give me your email and I'll send you the first chapter of my book. Okay. Later today, you'll have an opportunity to do a $1 trial. All right, so we're putting this into action and I'm, I'm telling you how we're putting into action because one of my values is transparency. So there's different ways to create value for people. Reveal a problem, give them a free trial. Kind of like they do at Costco, right? Some people love going to Costco for that. It's like the highlight of their day. And then step X of Y, right? We see this in apps. Apps use a freemium model where you get free features, like Zoom, right? You get free features if you use a free Zoom account. I think you get a maximum of like a 40 minute call, right? And after 40 minutes, it, it starts telling you that, you know, this call is going to end soon. Does this make sense to everyone? All right, let me show you some examples so here's an example of an audio recording that I did. Some of you may have actually requested this. So I recorded a 17 minute audio on how to overcome true financial objections from wellness clients. Would you like a copy? Okay. And then you can see here that 349 people said, yes, I want a copy. So these are, you know, let's say 300 plus new conversations that I can have with someone, right? I could either just send them a link to the recording, which is what I did, because I already have these people's email addresses, or what I could do is I could send them to a landing page that says, hey, get it here. Right? And the landing page then gathers their information. We'll talk all about that in a second. Here's another one we did. Shocking report. Pharmacist breaks her silence about dangers of the latest weight loss drugs and what to do instead for safe, rapid and permanent results. Would you like a copy? Right? So you can see all these people were responding. Now I'll tell you this insider secret. The report doesn't exist. It will exist. Okay? So sometimes we can actually use our messaging to test to see if the message actually lands, right? If I. If I say I'm going to create this report, or let's say I create this report and I post this and like two people want it. How inspiring is that? I just wasted all this time and nobody cares, right? But if I see that there's a response here, man, people are interested in this, then I can see that there's an organic signal, right? That people want to know what to do instead, right? Even practitioners, a lot of practitioners wanted this report. They want to know what to do instead with their clients or what kind of communication to have, right? So I can now write a pharmacist. I could have Deepa, who's going to, who's actually writing the report, write this report and we know that there's an interest in it. What is somebody who is interested in weight loss drugs? What is something that they want to do? They want to lose weight. Now I can get even more specific, right? And I can say pharmacist breaks her silence and writes about the dangers of the latest weight loss drugs for menopausal women. And what they should do instead, right? So see how I can get even more specific. So guess what? Only people, they first have to read what I'm writing, right? Some, sometimes guys respond to girl girls or men respond to things for women because they're interested in the topic. But maybe they missed that part. But if we put that in there that this is for menopausal women. Now I'm building a list of people who are menopausal women. So every email I send to them after that is going to be in service and value for them because it's like, oh, my God, you wrote this for me? Yes, I did. But if you, if your audience is all over the place or your message isn't polarizing and isn't exclusive, right? So in order for us to build a list, we can't have everyone on that list. We have to exclude people who are. Who our message isn't for. And that can feel painful at times. But, you know, so it is like if you want to have, if you want to help different avatars, totally fine. But you have to write a different brand script for that person. It's not the same brand script, right? So if you had, even if you had a couple living together, male and a female, and they both want to lose 50 pounds, the brand script could look totally different. Why the guy wants to lose weight might be different than why the female wants to lose weight. I would imagine it would be totally different. All right, now, one thing to remind yourselves of is that you are different, right? And different is better than better. The more your message stands out, the more it's going to be attract. It's. The more attractive is going to. It's going to be to other people. So you have to be willing to polarize. You have to be willing to be inclusive but exclusive at the same time, right? We're inclusive of people who meet this criteria. Because I don't want, I don't want a MA if I'm working on menopausal women. I don't want a male person on my list as much as I can help it, right? Because the message isn't going to land for them. It's just a dead, A dead lead on my list. They're never going to open the emails. Eventually they might mark it as spam, which negatively affects the deliverability rate. If they never open the emails, it affects the deliverability rate. So it's like there's no point. You're just padding your list, paying more, because you have to pay for each contact right after you reach a certain amount. So you're paying for all this because of a lack of clarity and sometimes a lack of courage, of excluding people who aren't the right and most perfect fit for you. When I wrote the email to invite everyone, one of the things I said, this training isn't for people who are lazy, Right? It isn't for people who just want to sit on the couch and expect things to be done for them. You know, in the beginning, I said we're going to do work, we're going to do boring stuff, right? But we just have to do that to set the foundation down. You know, Michael Jordan starts every practice, or when he did play basketball, started every practice with a chess pass. So the version of chess pass in marketing is the brand script, right? You start there, and then that gives you clarity to now start really honing in your message. And it makes it so much easier. I bet all of you could write your shocking report. So that's what we're going to do right now. Okay? I want you to write. What if you were to write a shocking report, what would the title of that shocking report be? I'll leave this up here for structure so you can see it and look at the words that were used. Okay? Think about, you know, we live in a world where to get people's attention, you have to shock and awe them. And a simple example would be the weather, right? So, you know, think, just watch the weather and how. How they report the weather on the, you know, on the news or. Or whatever. It's like blistering heat, right? It can't just be a hot day. It's gotta be blistering heat, right? Or unseasonably warm, cripplingly cold weather front coming, right? They just gotta shock and awe you with even the most basic things. So the default setting for most people and their eyeballs is shock and awe. It's gotta be breaking news. It's gotta be some sort of thing revealed. Some sort of, you know, like we. We don't wanna use tragedy, but there's a lot of tragedy in what we do. So we have to use words that are really punchy. Okay? So I'm gonna give you all three minutes, and I want you to come up with a punchy title for your shocking report. Remember who it's for. So, so important. And once you have it, you can go ahead and type it into the chat. Okay? Sam. It. All right, keep typing. Keep going. I'm going to workshop through a few of these so that you can. You guys can see the process that I go through when I'm looking at these. And perhaps that can help the rest of you. So one, it has to be specific, okay? So we've got to. We've got to try to be as specific as we possibly can. So even as I'm looking at this one of the limitations of Facebook, just so you guys know is you only have, if you want to keep your text like this, you only have a certain number of characters that you could use. So. So sometimes it's hard to get it all into. Into this type of formatting. You could always create a quote card if you wanted to as well. It doesn't have to be, you know, like this in Facebook. But know I would probably add here for menstru, for w. You know, something indicating that this is for women who are going through menopause. Right. That these dangers are specific to women who. Going. Going through menopause. That generally tends to be who we work with. There's one that came up a little bit earlier. I just want to see if I can find it here. That I think would be good. Good and instructive. Okay, so this one here from Kamisha. So it's shocking report. Doctor tells all how medicines you're using for allergies could actually be making you sicker and what you could do instead. Okay, so here's. Here's one of the ways that we can get specific, maybe more specific. Maybe it's a specific age group that this is affecting. Okay, so shocking report. Doctor reveals why allergies are on the rise and how medications are actually making it worse. Here's what you should do instead. Doctor reveals shocking study. Right. Or doctor reveals that. Doctor reveals why teenagers are getting. Are developing more allergies than ever before and why the medications that they're taking are actually making it worse and what you could do instead. So try to get a little bit more specific and try to get a little bit more shocking as well. So good job there. Okay, so let's see. Irene Croswell, shocking report from your pharmacist guide. You're not getting the results you expect from your medicines. It may be your medicines. So I would say pharmacist breaks her silence. And reveals the top five most toxic medications for what. So see if that's helpful. All right, let's pick another one here. Okay, so any silent threat. The dangers of chronic inflammation on postmenopausal women's health. The link between inflammation and disease. So I like that. Menopausal women is very specific. Chronic inflammation is very specific. What I might even say is that new study reveals. Okay, so just a little addition there. New study reveals the dangers of chronic inflammation on post menopausal. Most postmenopausal women's health. The link between inflammation and disease. I would say you could probably tweak that a little Bit. But I, I think that there's. That's a good starting point for you. Okay. You know, you might even add something in there about how. And how traditional anti inflammatory medications only make the problem worse or reveals the underlying root cause of inflammation. Unexpected people like, you know, again, they like shock and awe. So great job there. Okay, let's see. Madison says dentist reveals why snoring, grinding teeth and poor sleep can kill you and what to do to stop this and save your life. Okay, awesome. So I think that's a great start. Again, we can probably get more specific. You know, if there's a specific audience that you work with. You might be an airway dentist, which I absolutely love as a breath work facilitator. Let's see. It could also be here. Here's where you would get intrigue is that dentist reveals what Snoring, grinding your teeth and grinding your teeth. Okay, shocking report. Dentist reveals why grinding your teeth, snoring, sleep can kill. Okay, so dentist reveals little known cause or uncommon cause. So like uncommon, weird, strange. Those are good words if you can use them. Reveals little known cause or often overlooked cause of snoring and grinding teeth and how it's shortening your lifespan. Okay, start, start with that. We can, we can workshop that a little bit. Now my brain is like thinking about teeth and hormones and all kinds of stuff. So. Okay, this is great, everyone. Here's a. Here's what your homework is going to be is to test this, okay? So finesse it a little bit. I see some of them here probably need a little bit more finessing. And some of them have grammatical and sentence structure errors. So don't just copy and paste what you wrote. Sit with it after we're done and post it just like we did and see if anyone's interested in it. This is a great way to test, but it's also a great way to practice. So write. I would suggest writing out 10 versions of your headline and ask yourself, is it shocking? Is it inclusive? Is it exclusive? And does it draw people in? All right, great job, everyone. Here are some formats that you can use for naming your lead magnet as well. So we wrote a shocking head title. You could also write one that doesn't have to be as dramatic. So X ways to achieve desirable results. You know, 10 ways to five ways to lose five pounds in five days without exercising and changing your diet. Next format. Do the difficult thing, right? Reverse your autoimmune condition in six months, even if you feel like you've tried everything. Next format. Achieve desirable result or Thing like an expert without doing something expected. So using this format, it would be, say, losing five pounds. So here we could do. I'll do the opposite. We'll do weight gain, and I'll let you be creative so, you know, gain five pounds of muscle mass like a bodybuilder without eating meat. Next one, how to eliminate biggest problem, how to eliminate chronic fatigue, or how to eliminate your thyroid condition without taking medication in six months. You have to be careful with claims, but just use that as a sentence structure, a headline sentence structure. Okay? So you can take a screenshot of this, and this will give you some ideas on how to name your lead magnet. Now, next time you go to the grocery store or next time you go shopping, pay attention to tabloids, okay? So tabloids actually have sell millions of copies week after week, right? So, you know, these magazines have the best copywriters. So do yourself a favor. You can tell your kids that you're doing marketing research in case they find this trash in your house. And let them know that, or let them know you're doing marketing research and go through it, right? And watch the sentence structure that they use, right? So look at the words. I am so alone. Right? The thing that people fear the most is. Is loneliness, right? Time bomb, right? Look at the shock and odd. Life in danger. Demi's desperate spiral. Split up. The kids scam cheated, right? This is what you're up against, guys, right? This is what's. What is working, right? This is what's grabbing people's attention. So I know it does. It may not feel in alignment right now, but you're doing it for a greater cause, right? You're not. You're not scamming people. You're getting their attention so you could actually help them. And if this is what we're up against, like, look at this. Kim Kardashian, Kardashian's mom. Marriage destroyed. Lesbian Shocker. Help me. So again, you're just. This is what you're up against. This is what the average person is seeing. So we have to out market them, right? We have to out message them in a positive way, in an honest way as well, right? So we're not. None of. None of what you should be saying should be in any way inaccurate. Should be accurate and true, but shocking, okay? To get people's attention. Now, in addition to your. Your headline of your lead magnet, you want to have compelling bullets. So you can take a screenshot of this as well. This will be a good framework for you to follow how to X without Y. How to lose weight without exercising. Discover an exercise that works 20 times better than conventional crunches. Right. Discover a nutrient that has 20 times better absorption than another nutrient. Five ways to lose 5 pounds. How to eliminate X. What you should never. Right. So what you should never do. Say goodbye to what's their frustration? The truth about why. So your compelling bullets are going to be supportive of your title. So there should be synergy between the title and there should be synergy between the bullets. Okay, show of hands. Is this. Is this helpful? Okay, how many of you have already come up with a better title for your lead magnet? Raise your hand. Keep them up. Okay, how many of you have better sentence, like, a better structure of how to title it? Keep your hands up. And how many of you now have a sense of what bullets you might be using to, you know, further complement the title? Okay, keep your hands up. Should be all of you. So I'm kind of curious how many of you are listening. Raise your hand if you're actually listening to what I'm saying. Okay, now they all go up. Awesome. So you need about three or four of these bullets. Okay. And thank you to all the digital hands. I appreciate that. Now I want to walk through a quick case study from one of our clients. He's actually here, so you might recognize him. And what I'm going to share with you are some of the things that were public facing and what we did and what we tweaked to make them pop a little bit more. Okay, so, Claude, I know you know it's you. I could see. I could see. I could see your, like, your body language totally change. When I said, when I said it, I didn't tell him I was going to do this, but I'm going to do it anyways because I think it's going to be very instructive and helpful. Uh, so Claude is an amazing human being, and he has accomplished probably what most doctors would think is impossible. And all of you would probably not think that way, but most doctors would think it's impossible. And we're going to share a little bit more about what he did and how we. How we spruce things up a little bit for him using the frameworks that we're talking about today. So. So this was Claude's header before we started, and he runs a weight loss and metabolic program for his clients. And this was his header on Facebook. So people see this, they could click on this, and then they can go to download the lead magnet. Now, the problem with this is that let's see if Anyone can identify, just based on what we learned, what some of the problems might be. Go ahead and type into the chat. I'm curious, now that you're getting better and you have a more informed eye in mind, tell me what we could do better to make this pop a little bit more. Thanks, Monera. Yeah. Who is it for? Brenda says the niche is missing. More specific audience. Okay. Shock and awe. Okay. The imagery. Okay, good. So you're all getting the hang of this, right? So now you can go and review your Facebook header and see if yours checks off the boxes. Right. Here's the thing. When people land on your page, that's one of the things that almost 100% of people see. So it's a opportunity for them to click on that image, and then you can pop a link in there and they can go to your lead magnet. George has it, right. What's the bleeding neck problem? Okay, so then what we did was we spent a few minutes and we. We decided, hey, let's. Let's spruce this up. Now here's the other thing is that when I look at this, I actually don't know what I'm getting. Do I. Do I see the result? If this was a vacation, imagine I'm set. You're selling me the vacation, Right. You would sell me the outcome. Right. You would sell me a trip of the hotel I'm going to be staying at, the beaches I'm going to be visiting, the jungles I'm going to be climbing and going into. That's what the image would say. Right? So if we can convey, like, the brain reads images so much faster than it reads words. And what I encourage all of you to do is when you're using images is just pretend there's no words there. If there's no words there, can I tell who this is for? Right. And the answer is no. Okay. I mean, I. I don't. I. I may not know what this is. I mean, I have a little clue here that maybe this is something to do with. With Paris. So I see the Eiffel Tower, right? If I let my brain wander, it doesn't tell me what it is. Okay, so then what I said to Claude is like, hey, you've, like, you've done something remarkable. Let's create some shock and awe around it so that it really pulls people in and people can cheer you on and get behind you and really see what you've accomplished. So this is our. Our version one. And this is all public, so I'm not sharing anything that isn't public. And so what we did was we changed it. So what we started with is the Facebook cover. Okay, so we started with a shocking statement. My doctor didn't even recognize me at age 73. I lost 37.9 pounds, ditched my diabetes medication, normalized my blood pressure in 12 weeks without extreme dieting, exercise, or prevent prepackaged foods. Click here to learn exactly what I did. Right. So do you see now how we're tapping into a more specific audience? We're showing people the result of. Of his transformation. Let's all. Let's all congratulate Claude on his transformation. Amazing job. Okay? And this is all true. So none of this is inaccurate. He did have his. One of his doctors mention, like, literally, it was funny. It was his optometrist. He went for an optometrist appointment, and I think. I think he went with his wife, and his optometrist had to do a double take and didn't believe his eyes. Right. So there's irony in that story. And so when Claude and I were having a conversation and he tells me this, I'm like, dude, everyone needs to see this. Okay, so your story, there's a lot in the little things that happen each day that we can extract and. And use as part of your story. So everything we're sharing here is 100% accurate. His weight may have even gone down a little bit more, but that was the weight on the date that we spoke. So he ditched his diabetes medication. Blood pressure is normalized in 12 weeks without extreme dieting, exercise, and prepackaged food. Okay. And then what we did is we created a landing page for him. And his landing page, the one he had previously, he was using a template that we had shared with him. And I said, you know what? I think just based on your story, we need it to be a little bit more punchy. We need it to be a little bit more graphic in terms of what are people going to get? And also, you know, almost tabloidy. Okay. Again, that's what we're competing against. So sometimes it's going to feel a little bit cheesy. It's going to feel a little bit weird. I don't think this is either one of those, but you almost have to get outside of your comfort zone a little bit. Okay. So many of us are afraid to get out of our comfort zone because we're afraid of shocking and awing people. We're afraid of ruffling feathers. Marketing has to ruffle people's feathers. Otherwise, it's just water off the duck's back. So here we have a message. It's easier than you think. 73 year old stuns his doctors by doing what they thought was impossible. Right? So you can see how this is intriguing, right? It's taking away the difficulty level. It's taking away the, the bottom part of the value equation, right? Time and sacrifice, right? So we're addressing that objection. It's easier than you think. We're mentioning his age so that it's targeting an audience and those people who think they're. It's too late for me to do something about this. It's giving them hope and inspiration and we're sharing that. You know, most people when they have a situation like this, they're not given many options, right? It's like you gotta. How long do you have to take this medication? The rest of your life, right? Everyone who has their legs amputated, every diabetic who has their legs amputated, they were all taking their diabetes medication, guys, right? They were just diabetic and being managed, right? That's the traditional path. Or they go through kidney failure. And so Claude's thing was a morning routine and that's what we focused on, right? The secret Reveal the magic morning routine for people over 60. So now we're getting specific with who the audience is. Unlock the secret to safe, rapid and permanent weight loss. And this is the COVID of his guide. Okay. Next is learn exactly how to start your day, to naturally fire up your metabolism no matter how old you are. So you can see we've done many things to address the objection of his target audience, which is, I'm getting older and this is the way it has to be. Next is the bullet points, right? How I lost 37.9 pounds in 12 weeks. That's what he's going to share with you. How he ditched his blood sugar medications, how we normalize his blood pressure, how he eliminated is snoring and breathing issues, and how he did it without intense exercise and restrictive dieting. Okay? So this addresses all the objections of how hard is it? It's easy. Who's it for? It's for people who are, you know, 60 and over. Okay. Will it work? Worked for him, right? What are some of the benefits I'll notice are some of the benefits you'll notice. And I don't have to do intense exercise and restrictive dieting. So we've eliminated some of those pain points. So you can see when we understand the value equation, okay. And we address the value equation now this becomes appealing. Now if this doesn't appeal to you. That's okay, because I don't see a lot of people who are Claude's ideal audience here. Right. So this doesn't appeal to me because I'm not 73 years old. But for those people that are, right, they're going to want to know what the hell he did. I don't have high blood sugar. I don't have, you know, what is it? Blood pressure. I did have sleeping and snoring issues, so I had to fix that. And so definitely on. On board with that. But you can see now it's a very. And that's what it should do. Right? So this should. A good message repels the wrong person. Claude. I'm on his list because I signed up for it. But Claude doesn't want me on his list. I mean, he might, right? But he certainly doesn't want Natalie on his list. Right. Nothing personal, Natalie. He doesn't want Juliana on his list. Maybe he does. I don't know.

Right.

But you get the point, right, that it's going to be very specific to a specific audience. It's going to be inclusive and feel like, oh, my God, this is exactly what I've been looking for for the right person and for the wrong person. It's going to be. It's going to be very clear that this isn't for me. Okay, so this is our V1. How many of you think V1 is better than the V0? Raise your hand if you think that. You can see that we've applied what we did. And so I love doing this. This is, like, the thing that lights me up the most. And Claude and I sat down and we extracted his story, and we were able to just, within an hour, come up with this information. And then, you know, I built the page out for him. I built the COVID for him, and then he went out and implemented it. And, Claude, if you don't mind sharing, what's the response? Been so far, putting you on the spot here, but I'm curious if. If there's been an uptick in engagement or anything like that for you're going to allow you to unmute yourself there. There was initially an uptick in the engagement, but I need to post it more. Okay, great. What an excellent point. And actually, my brother saw it. He hadn't. He'd been following me and hadn't said anything, but he texted me after I posted that, and he goes, okay, what's the secret? He signed up, he's doing the morning routine, and he wants to do the program. All right, round of applause. Amazing. Amazing. So good. I had no idea what you were going to say, so I'm so happy and I'm so over the moon. And we just changed this last week, right? It wasn't. It hasn't been very long. When I went to grab the image or when I went to go look at your page this morning, I saw that there was so much more engagement than some of your other posts as well. So people were like, you know, it gets people's eyeballs. Claude actually didn't have a picture like this, so I actually made him go home that day from the office when he got home, and he sent me the picture. But he did it right away. He did it that same night. Right? So he was. I was able to reciprocate and help him with this. Now, just so. It's just so fun. So I'm excited to see where this goes, but now we know that this is working, right? Because what he had before didn't get his brother to text him. Right? Didn't get him get his brother to say, what the hell are you doing? I want more of this. Right? And now how old your brother? Oh, I have to give you permission. Let me go try again. My brother is two years younger than me, so he's 71. Okay, perfect. And he needs to lose 40 pounds. Okay. There you go. I know a guy. Yeah. Amazing. Great job. Thanks for being such a sport, Claude. I appreciate that. Okay, so does everyone see that? Do you see how you can take a message that can be. Can seem like it's unspecific? Right? And by just making a simple change, he didn't spend any money. Right. He didn't run any ads to this. But do you see if I ran ads to this, the list that it might build, and if I ran ads to some. A message like this, do you see how different the list would be that it would build? Raise your hand if you see that. Okay. And you would also see how hungry the person would be to find the answer. Right? His brother texted him and said, what's the secret? Right? So people want to know the intrigue works. Okay. It's going to feel a little like. Again, it's going to feel a little bit cheesy at first, but I don't argue with what works. Right? You can argue with what works. I don't argue with what works. I do what works. Okay? And then we give people what they want, and then you sell people what they want on what they want. His brother wants weight loss. He Sees the results. He probably doesn't want to be on any medications if he's on them. He knows it's possible his brother did it, share at least half of their genes. And of course, it just is natural fit. And, of course, who better to help than the people we love and care about the most? So here's something I want you to know. When you have a core offer, which is your program, you're going to get far more conversions if you have a lead magnet in front of your core offer. Okay? So a lead magnet in front of your core offer is going to build more trust. It's going to take more time. Right. But it's going to build more trust, And it's getting the right people in the door. And when people trust you, they're typically willing to pay you more, And they're typically less resistant because you've already delivered value to them. My personal philosophy is, I don't want anyone to pay me anything until I've delivered that much value to them first. Okay? So before somebody joins, you know, our $15,000 program, I want them to receive that much value. Not that much income, but that much value. I want them to have a new paradigm and a new way of looking at things so that they can already see their pathway towards recovering that investment. And well beyond that, even if it's a $30 program, I want people to receive that much value first. Okay? And then the rest of it is all a bonus. Here's some examples of ways that you could write Facebook ads. Okay. Feel free to take a screenshot of this. And for those of you that are in our membership group and in our mentorship group, I'll be sharing these slides, so you'll be able to zoom in and all that good stuff. But the way to get your ads approved. So that was one of the secrets. I'm almost coming to the end here. So one of the secrets I wanted to share earlier is how to get your ads approved. Who wants to know how to get their ads approved? Okay, so you can't make claims on Facebook. You can't make. You can't say I. This program helps you lose 30 pounds in 30 days. Even if it does, what you can do is you can share Mary's story about how she lost 30 pounds in 30 days. Let me show you something. You ever come across an ad, Maybe some of you aren't doing any advertising, so you haven't had ads rejected yet. But if you've ever come across a Facebook ad and you're just like, how the Hell, did that ad get approved? Like, I, I post things that are way less, you know, way less claimy. And here these companies are making these crazy claims like, this doesn't make any sense to me. How is that entirely possible? And so I cracked the code and what I realized is that you can share people's testimonials and stories. You can't necessarily share the acclaim that the program does what you say it's going to do, but you can share, share what they did to get the result. So let me show you this and I'll show you social proof. Now, my disclaimer is, if your ad account gets. Gets dinged, you can't blame me. So here's an ad called Happy Mammoth. And what you'll notice about this ad is a, it's got an image that you would normally think would be disapproved. One of our ads got disapproved because we had a picture of a scale on it. Okay, a picture of a scale, and it got disapproved. So you come across an ad like this and you're like, what the heck? Like, how did this ad get approved? And the reason it got approved is because if you put a stock image of somebody, you're, you're making a claim. But if, if it's an image of this lady, it's supposedly it's this lady who's sharing this testimony. And she's saying, one bottle helped me shrink my meno belly. Right? But if I said, happy Mammoth shrinks your mano belly, then it would get flagged. Okay, here's what she did. Here's what the ad did. It said I lost this amount of weight. If I said Happy Mammoth or Living Light helped so and so lose this much weight, it would be a totally different context. Is everyone seeing this? Okay, so I'll show you more evidence because this got me even more curious. And so, Deepa, if you're wondering why there's pictures of half naked, strange women on my, on my photo gallery, it's because it's the ads. So here's reverse Health. How to keep off the pounds as we get older. The key to my success. See, my success was using a program that is actually made for my physiology. Metabolism. Women need to stop trying methods that are designed, blah, blah, blah, but it's all in quotations. And then again, like, how the hell does this image get approved? But again, it's her. I was at 178, not feeling good 12 weeks ago. Now I'm the skinniest. I've been in 20 years. Okay, more proof. I'm 36, lost 17 pounds. So again, sharing the client's journey, not sharing or claiming that the program or product does XYZ. Here's another one. Okay, 49 lost 20 pounds without even trying to blah, blah, blah. So when you come across ads that you see, pay attention to them, right? What are the ads that grab your attention? So clearly what they're saying is, okay, this is for menopausal women, right, who want to lose weight. They show a picture of the product. They don't say it's the product, but they show a picture of it. They show an image of the end result. Right? Women with a happy look on her face and they share her story. Okay, so this is a algorithm hack that is a little free bonus for all of you for sticking around today. Was that helpful? Okay, awesome. I want to show you a few more things and you can take a few more screenshots if you need to and then we'll wrap things up. All right, so the anatomy of a landing page. Okay. We did this with Claude's so you can, you can see it. You've got a killer opt in page, right? So we've got that headline across the top that grabs your attention, kind of grabs you by the throat. You know, again, if you're grabbing a six year old by the throat, keep in mind the language is going to be different versus grabbing a teenager by the throat. Right? And we say that from a messaging standpoint, right? Use the words that are going to land for your audience. Okay, so you know that's the top part, right? Then you have a subheading that restates the offer. Right? So we shared with Claude, maybe just pull this up here so you can see it in action. Here's the offer. Learn exactly how to start your day naturally to fire up your metabolism no matter how old you are. Okay, Next part of the anatomy of this is going to be the ultra compelling fascinating bullets which we created and then basic form for them to enter. Really simple. And then the last part is we want to have a visual representation of what they're getting. So with Claude, we're sending them a four page guide. We created a graphic with a cover and then, you know, you can see it's got the, the additional three pages there. So really simple. Those of you that are in our mentorship program, you'll have, I'll give you access to this template so you could kartra account and then you can access it instantly. And then you get of course adjust the images and everything that you need. All right, so last thing I want to cover, and then we'll dismiss all of you and we'll go through how we can keep working together. If you found today helpful, how many of you found today helpful? I'm just curious from a show of hands. All right, awesome. It's great when you're, you know, your existing students found it helpful as well. So I want to share one more thing, and that's going to be how you overcome skepticism. So after somebody signs up for your lead magnet, what do you do after that? Let's see if I can get this to work. Perfect. Okay. Can you see my screen? Aaron, Just show me your hand. Okay, perfect. Thank you. You can tell I share this iPad with my son. It's got his images all over it. Okay, so what happens after somebody joins? We want to remove skepticism. Right. So they're always going to be skeptical. And we expect people to be skeptical because most people have probably tried and done a whole bunch of other things before they're finding you and coming across your information. So I want you to draw a little chart. Looks like this. Okay. And now what we're going to do is on the left axis we have skepticism. So here's where they're skeptical. Going to draw one more line here. And on this axis, we have trust. So over time, we want to see two things happen. We want to see skepticism decrease, and we want to see trust increase. Now, this intersection here is now where they trust you more than they doubt you. And the faster we can do that, the better. Okay? The faster we can overcome somebody's doubt, especially right when the iron is hot, the more effective we're going to be because people's attention spans are short. So what this means is, is if you want to reduce skepticism quickly, you have to deliver value, which means you have to give people your most punchiest, your most practical stuff that actually makes you nervous, giving away. So once somebody signs up for your lead magnet, then what we want to do is we want to have a series of shares and knowledge drops that we're offering to them that increase their trust and decrease their skepticism. And what we do is, we call, what this is called, is the magic lantern formula. The magic lantern formula is where you're going to guide people and give them really simple things that they can do. In our system, we have a five day challenge. You can take the five day challenge and turn it into a five day email series where each day you're showing them five things or one thing that they can do. To help them move in the direction of your promise. Okay, so Claude is going to reveal over the next five days the five things that he did to help him drop the weight, to help him stabilize his blood sugar, to help him normalize his blood pressure, to help him reduce his snoring, and how he did it without intense exercise and instead focused on intense rest. So those are his five topics of the things that he's going to cover. I've already, I've already outlined that for him. Those are the five topics he's going to talk about in his. In his morning routine. Like this morning routine. Help me do this. Okay? And then on each day, he's going to share an email that goes out to people giving them content, and that's a whole different topic. But providing them content that builds value. So now Claude becomes the go to person. Right. Remember, you solve a specific problem for a specific person in a specific way. So chances are, you know, if our messaging is right, right? So we said here, how to do it naturally. Right? How to naturally fire up your metabolism. Right? So we're going to give people five natural ways that they can do that. And we want them to see a result. We want them to see a result, which means we have to give them stuff that works. Right? Imagine I had you all come to this training and I just shared like, you know, crappy stuff with you. I mean, that's going to reduce our trust, right? It's going to. It's going to increase skepticism. Like this whole time for three hours, we've only lost like 12 people, right? That's a good sign. Right? So we're looking at the numbers we're paying attention to. Okay? Is this valuable for people? And so the goal is to give away stuff that you would actually give away to paying clients. Right. There's people that are paying for our mentorship that are on this call right now. Right. So we don't hold back in terms of value. We don't hold back in terms of the quality of the information that we're sharing. Of course, our time is limited. I can only spend these three hours with you versus every week with you. So the goal here is to deliver valuable information. And we. You want to figure out what those five things are for you, they're usually pretty easy. You already know what your top five things are. And here's what you do when you share those five things. Here's the secret sauce. Now. Let's say you have a topic. I actually don't need to share my screen. So let's say you have a topic, and that topic is blood sugar regulation. Okay, so you might talk about the key culprits in blood sugar regulation. People probably know these eliminate sugars. Maybe they don't know that, you know, when they eat bread, you know, a lot of people don't know that bread, they're so proud that they don't add any sugar to their coffee, but then they eat us, you know, a couple sandwiches a day, which has way more, ends up having way more glucose in their bloodstream than the sugar in their coffee. I'd rather, rather people put sugar in their coffee than eat bread if they have, you know, this glycemia issues. Apparently sourdough bread doesn't do that. All right, I'll, I'll stick to, stick to the topic here. So you're going to give them things that they can do on their own. Okay, so you're going to give them valuable nuggets. Did you knows fun facts reveal some things that you may not have known you could talk about. Hey, did you know that if you eat potatoes the next day that it actually is beneficial to your blood sugar because it adds resistant starch? Instead of eating them the same day, you cook them. So if you love potatoes, which, like I do, I eat them the next day. And instead of eating the same day, same thing applies for rice, right? So you give people these like, you know, value added fun fact shit that they can do on their own, right? They don't need you to do that. They just need to know. But nobody told them. But then in the same breath, you tell them the stuff that they can't do on their own. Why do they need you? Right, why do I need Claude to hack my blood sugar? Right? So let's say if when I work with clients, you just sharing the story. When I work with clients, we give them a continuous blood glucose monitor so they can track their blood glucose and so they know, you know, literally minute by minute, how their blood sugar is being affected by different activities, different thoughts, exercise, meal timing while they sleep, et cetera, et cetera. What we also do with our clients is we help them identify very specific foods and that could be causing their blood sugar to go up. For some people, healthy foods that don't cause blood sugar spikes in their partner or other people can cause blood sugar spikes for them. So we can give general advice and then we can talk about why do you need meat? Because for some people, the general advice isn't going to work and they're going to realize, man, I need to See him or her. Does it make sense? So we give them something easy that they can do themselves that's revealing, that still opens up their mind and expense. And maybe it's something you didn't know when you were young, younger. And we give them something that they. A problem or we. We give them a solution they can only solve using you. So now you're not selling yourself short, right? You're not limiting your. You're not, you're not. You don't. You're giving away valuable information, but you're also leaving the door open for them to want to work with you. Because, face, let's face it, people can't fix everything on their own. Like, I could give you all this information today, but I know I could do a better job and we could do a better job working together if I helped you with what you were working on. How many of you think that if I had my eyeballs on what you were doing that your outcomes would be better? Just raise your hands. Just be honest. Not buying anything. You're just raising your hand. I would say yes. You know, in fact, two heads are always better than one. Okay, so even if you, you know, but I certainly know that I have a lot of value that I could offer you, and I think you recognize that as well. Your clients will recognize that as well. Okay. If you deliver high value content, if, like, man, if he's giving this away for free or she's giving this away for free, what would it be like to work with them? Right. Our philosophy is, and maybe yours should be as well, is give away content that's so valuable that other people charge for it. We just give it away for free because there's an ocean of value that we could draw from. Right. Just never run out of value that you can offer to people. Okay, what was your biggest takeaway today? Go ahead and type that into the chat. What was your biggest takeaway? Facebook ads. All right, so keep them coming. I want to see those biggest takeaways, and I want to say a heartfelt thank you to all of you. For those of you that are interested, I've got a few gifts before you leave. And for those of you that are interested in sticking around and learning a little bit more about how we work with our clients, we have a variety of different ways that we do that. I'd love to share that with you. We'll stick around for about five to 10 minutes and answer any questions that you have as well. So once again, super huge thank you to all of you and so Much love. And I feel encouraged that the world will be shocked and odd with your message and more people will be attracted to it. And now you have the beginnings of the framework of what to do to start creating a more predictable pipeline. Okay. Once your pipeline is predictable, once you know it's things are converting and things are moving in the right direction, that's when we start running paid ads. So what I want to do is acknowledge all of you for taking time out of your day and your schedule. And I have a couple of free gifts that I want to offer to all of you for attending if you haven't used these or leveraged these gifts already. The first one is a copy of my book. It's called Perfect Practice. If you haven't downloaded or received an actual version of this book, then a printed version will be sent to you. All you have to do is fill out the. I'm just going to drop it here. I'm going to turn off the chat for just a second and what I'm going to do is I'm going to drop this link in the chat so that everyone who hasn't received a copy of it can download it. Okay. So you can jump in there, go to the forms, fill that out, just give me your mailing address and we'll ship out absolutely free copy of Perfect Practice out to you. That's my gift to you. If you enjoyed today, then I would be very honored if you would be so kind to write a review. Just like I want you to write, get reviews, I want reviews as well. So if you enjoyed today and appreciated this gifting of our time and knowledge and experience, then please, please, please go ahead and type in a quick review. 5 star review would be ideal. If it's less than 5 stars, take it up with me. And if it's 5 stars, please share widely. So much gratitude for all of you. All right, so two links there that you can jump on. Just a few additional bonuses. Now some of you have asked me, how do I get a copy of this recording? Some. Some people had asked that weren't able to attend, or some of you have typed it into the chat as well. So the copy of this recording and some additional bonus tools that I'm going to share with you will be available in our membership community, which I'll be talking about in just a second. And, and so all of our recordings for all of our master classes and trainings will be available in that community and also in our mentorship for our mentorship clients as well. So that's some Housekeeping announcements. Just from a show of hands. I won't do this unless people are interested. How many of you people are interested in learning more about how you can work with us in the varying different capacities? Just from a show of hands. Okay, awesome. Looks like that's a bunch of you. And for the rest of you, those of you that perhaps have places to be, things to do, and you're not interested, or maybe you're already part of our programs, you're welcome to stick around, but you're also welcome to enjoy the rest of your day. So have an awesome, awesome rest of your day. Please leave us a review and grab a copy of my book. If you don't have one, the rest of you are sticking around. I'm going to assume that you're interested in learning a little bit more about how we work with clients and how you can join our wonderful and amazing community. So I'll go through that. I'll keep it really brief because I don't want to spend an hour talking about what we do. I'll show, I'll share with you and show you the different options. And then you're more than welcome to connect with Aaron to figure out what the most appropriate option is for you. Aaron, if you want to unmute yourself and just jump in and say hi to everyone, that'd be awesome. Hi everyone, I'm Aaron. Great to see familiar faces and new faces. Wonderful. So Aaron's been on our team for a few years and he is our gatekeeper. So he ensures that you are an amazing fit for our community. He ensures that you're able to choose the right product and right service that we have to offer. And he also ensures that you're a fit for the vision that we have as well. Not just for the movement that we're trying to create, but a vision that we want of better health and happiness and wholeness for all. So very mission driven. And Aaron does a great job at making sure that we know exactly where you are and what the right and most appropriate solution is for you. So we always put education, information and inspiration before any opportunity because that gives you a chance to get a sense of how we work. Right? The training that we offer, the way we offer it, the values that we have. I hope that was something that shown through today and I don't have to prove that to you, but I don't know what you need and neither does Aaron. So what we are committed to is figuring out how we can be supportive and generative for you so that you're able to get the outcomes that you want. So there's actually a few different ways that you can work with us. One is in our membership community. So membership community is where we share trainings like this. It's a, it's a warehouse of past trainings that we've done. It's, it's also some of our best trainings that we've put together. And this community meets on a monthly basis. So we meet typically the fourth Tuesday of every month and we have a two hour training where we have guest speakers, we go, we workshop through things. The second part of this training will be for people who are part of that membership community. So we'll be going deeper into the pipeline and building out the rest of the pipeline with you in that membership community. So you're always welcome to join there. It's only a dollar to get started. So Aaron's going to drop a link to where you can learn more information about that. It's a dollar for the first two weeks and if you decide that this is the right home for you and the right next step for you, then you're welcome to stay with us. It's only $200 a month or $2,000 for the whole year. The next is our practice accelerator. Our practice accelerator is kind of our flagship practice launch formula. So over the course of 12 weeks, what we do in that program is we take people who don't have a program, who are just getting started, who may not have a clear avatar, and we help them build step by step, week by week, we help them build their program. Program. What you've done today is you've done week one, you've already built your brand script, so you're a step ahead of everyone else who hasn't done that yet. We then help you customize your offer, really get dialed in with your messaging, build or rebuild your website, learn how to promote your practice, generate your lead magnet, nurture your leads, run your challenges, run a masterclass, learn how to sell and make an offer and get a conversion. Launch your program and deliver your program. Now, this program is actually based off of our 12 week or our 10 week program in our practice that we actually offer called the Living Light Reset. So you're taking a proven process and then essentially we're relabeling it and white labeling it for you and you're able to make any modifications and adjustments and customize that program however you see fit. And this is a fantastic program. It's going to be delivered in January. So for those of you that want to to have the best 2024 ever. That might be an option for you. And it's specifically for people who want to add coaching to their existing practice or who want to launch a practice that is one on one, one to many, or one to infinity. The next offer that we have is our mentorship program. Our mentorship program is for people who have a little bit more of an established practice. And these are people that have a practice already and are looking to improve effectiveness, efficiencies, grow their business, to hire new people to build out their systems. That's what our mentorship is for. Our mentorship meets on a weekly basis. We meet for clinical training on Tuesdays and for business trainings every Thursday. So you get tons of support in there and you get direct coaching and access to me. And then the fourth option that we have is a done for you turnkey solution. This is where I would take your, your entire program and my team would build it for you. So we would build out your lead magnets, we would build out your landing pages, we would build out your one page website, we would help you craft and optimize your, your brand messaging and your brand script. And then we take all the technical aspects of the build out off of your plate and we do it for you. This is an option that we have available right now, and I believe we have four spots available. Aaron, if I'm not mistaken. Sounds about right. Okay, so I think we, we're only taking 10 people for this because this is actually me building it for you and my team building it for you, which means it's going to take a little bit more effort. What we don't do is we don't build out like we're not built. We're not building out your ads or anything like that. We're building out your clinical structure. So we're helping you get the right forms in your practice, the right program into your practice, getting your messaging dialed in so you know exactly who your avatar is. So we're going to help you do that and provide you with a turnkey solution. We're not going to be running your ads for you. We're not an ads agency. And we have a great referral if you need someone to, to run ads for you. So the way you know what's best for you if you having a hard time figuring this out is, is to do a no, no BS Clarity call. Okay, so what we want to do here is you're going to schedule a call and Aaron will connect with you. He's going to review Whatever signature program you have, maybe you have one, maybe you don't. If you don't, then perhaps building it is the right next step. If you have one, then perhaps the mentorship might be the right next step. So he's going to evaluate where you are in your process, where you are in your clinical building and practice building journey. And he's going to give you no BS feedback. He's also going to answer all your questions and determine what the next steps are in helping you build your practice. So our goal is to if, if this is, if you're feeling like this is home for you, let's. We're going to help you find the right. The right fit. We're going to make sure that you feel comfortable in whatever decision you make. Okay? The last thing I want to say is that time is marching, okay? Michael Jordan said that he never lost a single game. He only ran out of time. And so time marches on. It doesn't stop for anybody. And what I've realized is that success, no matter what level of success you want to have, starts with decisiveness. So you're not an amount of time away, you're a number of decisions away. And today your decision is to decide, do I want help? Right. You could certainly take what we've shared today and go and build it all on your own and tweak it. And certainly you can hire someone else to do it for you. Certainly you can see if we're the right fit for you. So all you're deciding today is not what that next step is. You're just deciding, can I do this better, faster, and more effectively if I have help? And if the answer is yes, then we're here to help you. And if you like what you've witnessed today, then we'd love to continue the journey and continue to support you and to help you. Five years from now. It'll be five years from now. The question is, where will you be five years from now? And we'd love to see you on that upward trend and trajectory because we know the impact that you all want to make. So with that being said, Aaron's going to drop a link to where you can schedule with him. This is a no obligation call, but it's a no BS call, okay? So please do not waste his time because we don't want to waste your time either. Okay? So don't get on a call. Tell us you don't want to do anything. Tell us on a call, let us know what help you need and then we'll see if we have a solution for you. If we don't have a solution for you. I know pretty much everyone in this industry. If we feel like they're a better fit, then we'll also happily let you know that there's a better solution for you. But we just want to make sure you're getting the help that you need. Okay. What I'm going to do is I'm going to keep the chat closed for just a moment. If you have any questions for me, you can post them directly to myself and I'll read them, but I want to see if anyone has any questions, and I'll make sure I answer all those questions before we take off. Anything from what we learned today that you have questions about? I'll take a few if there are any. And if you have any questions about setting up a call with Aaron, then I'll let you ask those as well. Aaron, is there anything that you'd like to add? I'd like to add that just to clarify, the goal of the call, as Sasha mentioned, is to do a quick assessment. You. You know, I. We've spoken with many practitioners and talked to and helped a lot of people, so we can easily see, based on where you are, what stage you're at, what the best next step would be. So sometimes that is working with us, sometimes it's working with someone else. And I just want to be very clear that this is really to point you in the right direction. And then we'll talk about some of the options to clarify which one is right for you. And if your intention is not to start a practice right now, or this is really for people who are committed to growing their practice. I can't solve all problems in our 25 minute call. I'll do my best, but just realize that oftentimes the solution is taking some next step after that. So keep that in mind. But looking forward to connecting with you. I think you're muted. Oh, thank you, Aaron. Yeah, Aaron. Aaron doesn't bite, I promise. And he's got a really methodical way of. Of assessing what your needs are. So definitely jump on that call with him. I think it would be to your advantage. And then we can see if there's anything we can do to help you. We'd love to, and if not, we'd love to point you in the right direction. We just want to know you're getting the help that you need. Nobody does it alone, not even myself. So with that being said, I see that there's a few questions. Go ahead and raise your digital Hand, if you would. So that way we can keep track. So there's a raise hand feature. Just go ahead and raise that and then I'm going to see if I can. I'll get a few of you unmuted. So. Dr. Susan. Hey, Susan. Hey there. Hey.

Great, great presentation. Really enjoyed it. Some awesome points. Really some great action points. So I just want to clarify. So when you helped Claude, then that is going to be Facebook ads. That's going to be like a pop up on his website. That one, that one piece of content there that you made with his picture. Right. That is then the lead for his lead magnet. So that is what's going to go everywhere, is that correct?

Yeah. And some variation of that. So anytime you're running ads, you're going to want to split test different images, different messages. This like on your landing page, you can also split test your landing page. You can have 50% of the traffic go from one to the other. And when you start running paid ads, you, you'd want to do that just to see. Sometimes it could be at the color of the button, changes a conversion rate. Sometimes it could be the image that changes a conversion rate. So you always want to test, not guess. And when you start putting this message out there, like Claude will get pretty bored of putting the same picture and same message out there. But now he has a framework of what converts, right? So he could emphasize his blood pressure in one of the posts, he could emphasize the blood sugar in one post. He could emphasize the weight loss in one post. And he could use the frameworks and kind of the psychology that we discussed today to write variations and have various different messages that all lead to the same lead magnet.

Okay, excellent. And then the story brand part, or actually his story, what his passion is, is that it all pulled into the free content, the free download. Do you spend the time putting that in there at all or not? You're just sort of trying to grab.

Them and well, people always, you always share about yourself, Right? So in his lead magnet, he would have information about him a little bit more about his journey. Right. When he, when, when he's educating people in the emails that he's going to send to them, he's going to sprinkle bits of his story in as well.

Okay, excellent. Thank you so much. I appreciate it. Great.

Yeah. Thank you, Susan. You're welcome. My pleasure. Hey, Irene. Is it Irene or Irene? Please let me know.

It's Irene. Yes.

Irene. Hi. Hi. How are you?

So I love this sharing. It was really wonderful and thank you. It was really very helpful.

My pleasure.

I have a question about your story, if you don't mind sharing. When you decided to do the Living Proof Institute, you mentioned that sometimes people do it because it's, you know, something that causes their transformation and their story. And I'm an acupuncturist, so I have so many things I can go and just, like, all over the place. But why did you choose the weight loss? I'm just curious because it seems to me that it's one of the topics that everybody wants, and a lot of people come to me also for weight loss, but I'm like, I don't want to give you weight loss. I want to give you health.

Yeah. So here's. Here's a famous quote that you just want to remember, and this will be helpful and instructive for everyone. You don't sell. You sell people what they want, but then you give them what they need. Yes.

I love that.

So if people want weight loss, I'm not going to sit there and argue with them and be like, why do you want to lose weight?

Right.

I'm going to say, okay, I'm going to help you lose weight, and I'm going to show you how to lose it faster and easier than you ever have in your entire life, all while getting healthy. How's that sound to you? Right?

So.

So we always sell people what they want. And I don't know why. You know, I can see why practitioners are. They. They kind of cringe at weight loss, but that's where I see the opportunity. Right, okay, got it.

Yes.

If at any given moment, 70% of people are searching and scouring the Internet on how to lose weight. Yes. And it makes sense that I go there, but I have a different message. Right. That I have a message that is the exact opposite. Right. How to do it without intense exercise, without changing your diet. And then, of course, if. If you pay me, I'm going to change. I'm going to teach you how to change your diet, but I can show you how to lose weight without changing what you eat, but by changing when you eat it and when you don't eat it and how much of it you eat. Right? So I think that there's. That's where there's a huge opportunity. If you look at, you know, it's funny because we've been doing this for years, and now that semaglutide and, you know, wegovy and all these drugs are, like, taking. And they can't even keep it in stock. And people are paying $1,000 a month for this stuff. And I'm not here to villainize the medications, but if we had our shit together and we were helping people lose weight, then they wouldn't be resorting to these things. Right. So I would say that it's a huge opportunity for everyone. It may not align with everyone's story. I used to be about 25 pounds heavier than I am now, so I do have a story around that. But I would definitely say that there's, you know, go where, you know, you skate to where the puck is going. Right. And what I see is that there's going to be a huge fallout of these medications and people are going to realize that they don't work and they, they. And we're going to catastrophic side effects. And guess what? We're going to saying we told you so all along. You know, like you should have, you should have done this instead. So there's, there's, there's a lot of opportunity in that area. And it is. And the marketing is being done for us. Us. Right. So if you think about it like right now, you know, big pharma is, or, you know, there's a lot of publicity around these medications. So, you know, weight loss is in the news a lot more than it's been before. Yes. So, you know, so the marketing is being done for us as well. We just have a, we have a better mousetrap.

Can we, can we post. Just a thought, random thought. Can we post the name of the drug for, for our Facebook ads or we cannot post the name of the drug. We could just say generally, you know, the pharmaceutical blah, blah, blah, blah, industry of weight loss.

Yeah. I mean you could say weight loss injections and most people would probably know. Or weight loss injectable drugs. I try. I try not to.

And another quick question I have is that I'm struggling.

Iris.

Sure.

Or oh, you.

You breaking up?

Hey, Irene, let's do this. How about you breaking up? It might be you. Am I breaking up for everyone? No. Okay, so it might be you. Irene, what I'm going to suggest is jump on a call with Aaron and he can help you trouble answer any questions that you have. Okay?

Okay.

Hey, Chris, wrap us up, my man. What's your. Go ahead, try now. There we go. Thank you for the great program today. Just a quick question. I'm currently not on social media. I'm not a big fan of social media for various reasons. So marketing something like that weight loss program you discussed earlier, what would be the other options outside of Social media that could be used. Yeah, absolutely. So, so every, every. Everything that you do is a platform. So if you don't like social media, that's totally fine. I understand that. But you can still run social, you can still run Facebook ads. Right? So, okay, like, if you don't like social media, like, that's. I'm just going to go out on a limb here, but when a lot of people say that, what they don't like is they don't like promoting and talking about themselves. They don't like people, you know, peering into their lives, or they don't like to be posting stuff online. Correct, but that's the exact reason to learn how to run ads, so you don't have to do that. Right, so it'll be more of just a business Facebook page. Yeah, exactly. So, like, for example, like Deepa, she'll post periodically online, but the majority of our traffic comes from Facebook ads. Right? So she can post stuff that she likes, stuff that's fun and interesting and intriguing to her and is in alignment with our messaging. But the majority of our leads are being generated not from her posting on her personal page saying, hey, go check out my lead magnet. Go check this out. Join my webinar. Of course she'll do that. That's a smart thing to do. But the majority of them come from our paid advertising. So the more you hate social media, the, the, that's the exact reason to actually learn how to run ads on social media. Other options, in case you're wondering, would be Google, right? So getting your website SEO optimized. Other options would be public speaking. So you can join a Toastmasters Club, you can join a bni, maybe you can speak at your church. If you go to a church or if there's a, you know, a place where your friends and family and, you know, secondary and tertiary people gather. You can always build it up that way. But at this day and age, I mean, you could, I don't know if you like billboards, but you could do billboards as well if you want. I mean, there's so many ways that we can market ourselves. Every conversation is a marketing opportunity, is an opportunity to inform people more about what we do. Again, going back to your original question, if you don't like social media, you don't like posting on your personal page and doing the whole song and dance and pony show. That's the exact reason to get good at doing ads. Okay. Yeah, my biggest thing I was doing was public speaking, and then Covid came along and kind of suppress that so I'm trying to revitalize that once again, but thanks for the input. Yeah, absolutely. Like, you know, how are you driving traffic to the public speaking opportunities? Were you speaking locally or were you speaking like. Oh, no, this was locally. Locally. Okay, so how were you driving traffic to that? Well, it was actually contacting businesses directly, so more like business meetings. Okay. So I guess more lunch and business types of meetings, things like that. So direct contact. Well, you can go right back to that. Yeah, yeah. Now that Covid's over. Yeah. Hopefully it doesn't rear its ugly head. Yes. Awesome. Okay. Is there a difference between Facebook and Instagram? I mean, there are different platforms, so like response wise is. Yeah, it depends on who your message is for. So different audiences. And, and, and here's the. The God honest truth you have to test. Right, Right. So my opinion means nothing. Right. And in fact, your opinion means nothing. The numbers don't lie. And so, you know, I've paid a lot of people a lot of money to, to come to that conclusion that it's not about what we like, it's not about what we think is going to pop and take off. I mean, there's certain things that you can guesstimate are going to do better than others. But sometimes it's. It's like the ad that you hate the most that is converting the best. And sometimes it's the colors you hate the most that convert the best. So it is a bit of a trial and error, but it's worth it, right? Like how many of you would be willing to do trial and error if you could put $2 into a machine and $5 pop out 90 days later? Like, if I told you that about anything, you'd be over the moon right now. We can be over the moon about something like that for our own bit. It could be our own business. Right. Where that money goes into and more money comes out. One of the more advanced strategies that we didn't talk about today would be like a self liquidating offer. I'll say this since, since there's a bunch of you still here, the self liquidating offer is where when somebody comes to your, let's say, Claude, I don't know if Claude's still here, but let's say they jump onto Claude's lead magnet. They sign up for Claude's lead magnet and on the thank you page, he makes what's called a Godfather offer. An offer that they can't refuse. Okay. Now, it doesn't have to be anything fancy or crazy, but it could be. Get the complete meal plan that I followed. Right. For get a complete 30 day meal plan that outlines exactly what I ate. Okay. For only $7. Right. Only for only $10. Now what happens is he's giving a huge bonus to that person. Right. And if they're committed and like most people want to know what do I eat? Right. That's like the first thing they ask with any program. Even though we tell them they don't have to change their diet, they want to know what to eat because that's where they feel the most lost. So if I tell them, I'm going to give you xyz, right? Or I'm going to give you this super huge bonus and it's just a downloadable PDF that they're going to get for $10. Now that ad becomes self liquidating, which means that, let's say it cost me like right now it's costing us $2 to get a conversion. So if I can create a self liquidating offer where I sell a guy, I sell a 30 day meal plan for $10. Right. It's kind of a no brainer. It's an offer they can't refuse and maybe I include a few other special bonuses with them or for them. Then guess what? Now that ad can sell itself. So I could even make money. Even if nobody signs up for my program, I'm still making money. Right? Right. So you just run ads to that all day. Right? That's, I mean the opportunity that exists for those of you that are willing to crack this code is like basically unlimited impact and unlimited wealth. Thank you very much to do the work. Yep, my pleasure. Thanks Chris. Thank you. Well, all right everyone, thank you for tuning in today. It's wonderful to see your faces and your names and I know it's a beautiful day here in Toronto. I'm going to enjoy a nice bike ride over to the gym and work out with my lovely wife. I hope you have something fun and awesome planned for your day. And like I said, the. Those of you that join the membership, it's only a dollar to join. That's where you'll get the recordings and you'll get some additional playbooks. Those of you who are interested in learning a little bit more about what we have to offer, jump on a call with Aaron and he'll be super happy to dive into your business a little bit more and see what supportive tools and resources we have to help you continue the journey. All right. And then there's four or five spots that are available to work directly with me and have my team build everything out for you. And right now, we're offering that at a very special price. So jump on that call with Aaron. He'll determine if it's the right fit for you. And you'll save. I'll probably never do this again, but you'll save a significant amount because we're. We're launching this as a very special offer between now and the end of the year, and that starts in October, so some of you might be qualified for that. All right, y' all have an awesome day. Bye.