Clients on Repeat BONUS VIDEO #1

Welcome to Clients on Repeat. I'm so excited that you're here. I'm assuming you're here because you want to learn how to sign clients consistently in your health, fitness, or wellness coaching business, and you've come to the right place. All right guys, today we are going to talk about conversion content, the content that actually helps you stand out in the industry so you get the right people that show up in your DMs and they don't question price, they don't ask a million questions that have nothing to do with getting results and actually say yes when you share the program that's a perfect fit for them. So let's jump in. Let's talk about why you're here in the first place. You are great at what you do, and my guess is that you're very passionate about what you do. Very few people go into this specific niche who weren't actually passionate about helping individuals that are struggling with their health or struggling with something in the wellness sphere. But you're probably wondering if your health and fitness coaching business could actually scale to consistent $10K months or consistent $20K months, $30K, or even more. And most of the clients that I work with, when they first come to me, there's a lot of doubt around whether or not that is possible. And so I want you to know that not only is it possible because I've seen it happen time and time again with so many of my clients, but it's possible for you too. And I'm going to go up, I'm going to explain in the next 3 videos exactly the things that can make the biggest impact on you bringing in those consistent months. All right, so let's jump in. Who the heck am I? My name is Zee, short for Zaina, and over a decade ago I was working in corporate America, but I had a deep passion, a personal passion for health and fitness, which I'm sure a lot of you can relate to. And so I started teaching fitness classes outside of my corporate job, which was fun, but a little crazy because I would work all day and then I would go teach fitness classes at night, but I loved teaching and I loved just immersing myself in the health and fitness space, which was very different than my corporate sales and leadership role. And soon enough, I started picking up a bunch of certifications. I became a, an actual personal trainer. I started getting more class certifications. I became an online certified health coach and one thing led to another. And my husband and I decided to buy 50% of a fitness studio and I left my job. While I was working in the fitness studio, I was also building the online component of my business and health and coaching, you know, just clients and women really on their health, but virtually not inside of my classes and inside of our gym. I also wanted to be a mom and I realized that going in at 5:00 AM to teach classes and closing out our fitness studio most of the time at 8:00 or 9:00 PM was just not the lifestyle that I wanted. And it actually felt heavier than my corporate job. So we let go of the fitness studio about a year and a half in, and my primary income was my online income as a health coach. And I loved it. I loved it. And I was doing very, very well. And I started to get approached by individuals in the wellness space and outside the wellness space that were asking me how I built an online business. I decided to create a course and I had over 100 clients in the wellness space take my course and love my programs. When I started getting approached by folks in other industries, And for a long time I was coaching in multiple industries, but my heart knew that what I really love is health, fitness, and wellness. And so not too long ago, I decided I really just wanna coach individuals in this space because I get it. I built it myself. I understand it. I've done brick and mortar side of it. I've done the online side of it. And I understand how to lead coaches who are struggling to hit that next income breakthrough. So if that's you, you've come to the right place. If your income is feeling capped right now, it's very likely you're— and there's a typo— you're not in a tight enough niche. If you're doing an eye roll right now because you're like, oh my gosh, Zee, I hear this all the time, I want you to know that it is a tough one. For a long time, I was scared to niche down too, but the truth is that if you want to stand out in the industry, Either niching down in the person or the problem that you solve is so important, and maybe even niching down into the person and the problem. Your messaging is probably too general. That's not the same as not having a tight enough niche. That's a totally different issue, and I'm gonna give you guys examples. Um, your pricing's too low. If you have a $37 a month membership and you don't have a ton of eyes on you, you're just not going to hit those numbers. You just look at the math and it just doesn't math. And so that doesn't mean I can't help you, but I'm probably going to tell you, you need to redo your model. You might not be focused on the areas of your business that actually move the needle. So for example, if you're not getting leads and you're out there trying to work on sales copy on your sales page, you're focused on the wrong activity. You need to be focused on getting leads. And maybe it's because you don't know how to actually bring in leads. So you're spending your time doing things that feel good, but the truth is your sales copy is not going to bring you leads. You've got to focus on the right activity depending on where you're at today. Okay, next, your offers don't stack, so you're always having to hustle, meaning when people join your offers, they're not— you're not creating a long-term transformation. And so you're constantly having to recycle and repeat clients. And if you're getting renewals, that's great, but at the same time, it's still a headache to not feel like your income is secure months and months in advance. And that's one of the things I work with my clients on is how to secure recurring revenue 6, even 12 months into the future. All right. So when I work with my clients and when I want you to look at your business now, I look at these different buckets. First one is going to be lead gen. Make sure, making sure you have a system that brings in quality leads. A big piece of lead gen, but I actually have it separate on here, is content because content can serve multiple purposes. Content is a form of lead gen, but it is also part of your sales process, which is why I have it separate. And that's a huge piece of the puzzle is the content that you're creating. The next one is the sales process. I have clients that come to me that actually have tons of leads and they don't need more leads, but they are not converting into consistent dollars. And so that's usually a gap in the sales process. It could also be a gap in your offer suite. These are the 4 main areas I work on with my clients in my Foundations program. And I want you to know today, this is what I want— we're going to focus on in the next 3 videos. Growth, and actually I should call this leverage, I don't get into until you're making about $20-25K consistently every month. And that's when you start bringing maybe an OBM, an organized, or an online business manager, a virtual assistant, maybe a co-coach. That's how you can leverage yourself so you're making more money, but you're not having to do more work. But these are the 4 areas we're going to talk about in the next 3 videos. All right. Content and messaging that converts. Number 1, you have to believe that your content and your messaging actually can convert into clients. If you don't like creating content, it's because you probably aren't seeing that it could actually work for you. And once you see that it can work for you, you're going to be more excited to actually create content. It needs to be consistent. Once you try a new strategy, and if you try what I teach today, you can't post one video or one post and think I didn't get a sale out of it. It takes time and consistency, and you have to sometimes retrain your audience. I want you to ask yourself what you're hoping to achieve, because if you're looking for views and engagement, that doesn't always equal dollars. And if there's a disconnect on what you want and what you really want or what you need, you kind of want to have a heart-to-heart with yourself. Social media is a mindset. So if you look at social media as social media drives me crazy, I don't love it, then you're probably going to treat it as something that's not that important. Social media, for me, when I first started my very first corporate job out of college, I used to have to knock on doors. So I look at social media as such a gift because I don't have to knock on doors to hit a whole lot of people. Even if it's just 100 people, that's just massive, right? And so I want you to start looking at social media, as cheesy as it sounds, from a place of gratitude that we have this opportunity and that you can do it for free. I did not start running ads in my business till after I was consistently making $50K months, and I want you to know you do not have to do ads in any way to be successful. 99% of the coaches that work with me are not running ads and they're hitting incredible monthly numbers. So social media can be actually free. All right, we're going to talk about conversion content versus growth content, and then we're going to talk about content that generates leads versus content that converts to sales, because it's not the same. So let's keep going. All right, top of funnel is when someone first identifies that there is a problem. Now they may have learned it from you, they have maybe just realized it in their own life. They're like, when I button my pants, my stomach stomach is bloated. They're first aware there's a problem and they really want a solution, but they're not even sure there is one. They might be like, oh, my body's broken, nobody can fix this. So they're not even sure there's a solution. Middle funnel content is when the problem, the problem is in the top of their mind. They're like, oh, I know there's a problem, I would like to find a solution, but I don't know who to trust. There's all these people that say they can help me, but I don't know who to trust. And then the bottom funnel is they're like, I know there's a solution, I've seen a few, I'm ready to pay for one of these solutions. Like, my credit card is in my hand. Let's go. I'm gonna make a decision. Now here, the content that you're gonna create needs to be speaking a language that that person understands. So if you say you need, or you have this gut microbiome imbalance, the person's like, I don't know. But if you say every time you eat an apple, you're so bloated you can't button your jeans, They're like, yep, that's me. Desired outcome, you want to be able to eat the foods that you love and not feel like you're 6 months pregnant by 12 PM. Yep, they get it, that's the desired outcome. The middle is trust building. Here's how you're gonna build trust. You're either gonna do I language stories. If you experienced, and not all of you have, but if you've experienced the same thing that you help your clients overcome, this is gonna be your own storytelling here. You can also share client stories and testimonials. That helps to build trust in you and your program. And authority building, when you simply just show that you know what you're talking about without having to actually coach people in your content. This is middle funnel. You're building that trust that you are the person that understands their problem and you absolutely could provide a solution. The bottom is your program. You're like, hey, you're here, you want to achieve this, this is why you trust me, This is the program that you need to be a part of. Okay. Now, what happens if your content is all top funnel? You're always talking about the problem. You're always talking about desired outcome. Maybe you're doing a lot of lists. Here's, you know, my grocery list to increase protein from Costco. You're probably getting a lot of comments and engagement. The issue here is you're focused on the problem and the desired outcome, but you're not building trust and offering a solution. And so the algorithm is literally going to screw you here. It's— you're going to show your— and the client is going to show their interest, they're going to drop a comment, the algorithm says, ooh, you like this content, let's give you more. They give you someone else's content that's a lot like yours, but that person's page also has middle and bottom funnel. So when they go to look at their page, they're like, ooh, look at these stories, these amazing testimonial stories. Then they see the bottom and they're like, look at this program, done, I'm gonna sign up. Because your content never made the pitch. It just brought them into your world. Now, the opposite is true too. If all you're doing is selling your program, but you never actually nurture your audience in tofu and mofo content, then you're only going to pull in the people that want to buy in that moment, but you're not nurturing anyone else into your world. Your pipeline is going to dry out really, really fast here. I love both content,. But I realized a long time ago I cannot build a sustainable business only doing content that talks about my program. Now both the content works really well in your stories. So use your feed to talk about the problem, bring them in, and then you're doing more conversion in your stories. You could still do it in your feed, but don't miss out on stories. This is a client of mine, Melissa, and I want to show you this is a top of funnel POV. You've been eating more protein but haven't lost a single pound. She's talking about that problem aware. This one here kind of hits both. I wish more women knew that a puffy face, fatigue, and extra belly weight can be fixed with my macro method in a matter of weeks. Bofu. She's talking about her program, but at the same time, she's showing you a client testimonial. There's a picture right there. And so that really helps to build that trust all in one post. Okay. I, at this point today, if you go to my feed, this might have changed by now, but at some point I always like to have a bottom funnel, the different ways to work with me. If you don't have that in your Instagram, you need to have something that says like start here, ways to work with me, something to let people know the programs that you have. Don't make them work super hard to find a way to work with you. I like having testimonial stories because that's my trust building right here, and then I do like to sometimes have a top of funnel pinned. Not always, because I do a lot of different top of funnel, but if I have one that's like really taking off, which this one did, sometimes I'll pin it for a short amount of time. Okay, moral and homework for you: I want you to at least have this middle one immediately if you don't already. Okay, I want you guys to do a pulse check on your business. Are you having conversations with quality leads? Do you actually need more eyes? Because you probably just need top-of-funnel content if you just need more eyes. Do you have a lot of people that are just sitting on the fence? They're like showing interest, like, you're so inspiring, one day I want to work with you, but they're not pulling the trigger. You're going to need middle funnel trust building and bottom funnel. Did you clean up your pipeline recently? Did you just have a bunch of people that actually signed up with you and said yes? That's great. And you probably created a lot of bottom funnel content and you're thinking you're going to do more. But if you just moved everyone out of your pipeline, you actually need to go back to top of funnel and generate some new interest. And then if your leads aren't converting, you've got all these people showing interest but they're not converting, middle funnel. You need more trust building for sure. Okay, my apologies, this is supposed to say specific on the right-hand side. General versus specific messaging. General: you've gained weight, you've got issues, your hormones are out of balance. Probably all very true, you sound like everybody else. Specific messaging: It's been 2 years since you had your last baby and you're still holding on to the 15 pounds of baby weight. Dialed in specific. Now don't get in your head, don't be like, well, what if it's been 3 years since she had her baby? It doesn't matter. Specific messaging works every single time. General messaging gets completely glossed over. Um, one of my favorite ones, you do— where is it? You're 39 and still experiencing teen acne. You just woke up on day 1 of vacation, a massive pimple showed up again on your chin. Wow, the level of specificness here— specificity, is that a word?— is so, so dialed in. She will be sucked into this versus your hormones out of balance. Yeah, her hormones are probably out of balance, but that did not speak to her because everybody's saying that. So as specific as you possibly could get in your content, you're going to draw people in. Okay, tell me versus show me. I'm the best coach in the industry. Tell me a story about how you coached a client that shows me you're the best coach without you ever having to say it. My XYZ program is where people get the best results. Here's what I coach my clients on today inside of XYZ program. I want you to show, not tell, because here's what will happen when you show: you'll have people that sell themselves on you versus on the left side, which is very heavy pick-me energy. All right, I'm gonna say this very, very general statement because there's so many of you that are watching and I don't know you yet. I hope to get to know you. You're not in your stories enough. 95% of you. If you're the 5% that is in your stories, everybody else, you're not in your stories enough. Stories are the highest converting. I don't care how many views you have. I don't care if it's low views. Stories is where most conversion happens. It's where the responses go to the DMs. Anybody responds on a story, they end up in your DMs, which is massive. Your most loyal followers, the people that are this close to saying yes, are going to be shown your stories. Your last few views matter. So I don't care if your story series loses people at the end. Those last few people are where the sales happen. So don't get so focused on like, I lose views. I could post a bunch of like outfit pics and have my story viewers help me pick what outfit to wear, but it doesn't mean I'm going to make money. So I'd rather have less views and actually talk about what I want to talk about. All right, here's a general template of stories. I want you to use the language I told— I taught you and make it very specific, but I want you guys to get some stories up. I want you to share testimonial or a thought. So on this front one, you're literally just going to put a screenshot, a testimonial, or a thought that you have. Okay, second one is you language. I want you to get really specific. You are 39 years old, or you're 49 years old, or whatever, you're 20 years old, and you're wondering why you feel you're 85 years old. Like, get very specific in the U language, whatever the problem is that you solve. You could have as many of these U language slides as you want. You could have one focused on the problem and one focused on the desired outcome, but you're going to use that U language. Next one is where you're going to pitch your program. This is where I work with my clients to achieve XYZ. On the last one, you're going to drop a CTA. I'm taking on X number of individuals to do X result. Drop this word to learn more. I want you guys to do this assignment, and I would absolutely love it if you message me on Instagram, and I will go pop in there and take a look at it. So if you want my eyes on it, please do. Zee Slingsby on Instagram. All right, what happens next? I want you guys to use the story templates. I want you to click below. There's a 20 or 30 minute strategy call with one of my absolutely incredible, amazing team members. Uh, let's actually just have a session so we can see what's going on in your business and give you real feedback. So you'll see the link under these videos, and then I want you to watch day 2, or video number 2 if you're watching them all in one day. I'm so excited that you are here, so excited for your business to hit that next level.