Welcome back to the profitable nutritionist podcast, my friend. In today’s episode, I’m going to be pushing some buttons. Just full transparency, you’ve been warned, I’m going to explain a concept that is sure to get some people pretty fired up, it is called selling like a dude. What the heck does that mean? You’re about to find out. Specifically, we are going to go really deep on number one, why the messaging falls flat for so many health and wellness business owners, which for them, it results in lack of clients and feeling like they are constantly talking about their business. But they’re talking to no one, no one is listening. It’s only crickets out there. I hear this all the time. Number two, we’re going deep on a simple action that you can take weekly to make sure that this doesn’t happen to you. And or fix it if it is happening right now very actionable strategy here. And three, a bonus, which is a paid ads strategy that I used in 2020. And I’m bringing back for the second half of 2020 for bringing back a play out of the old playbook. That is the very definition of selling like a dude, because it addresses both of those first two things, the messaging and the weekly action that you can take to fix it. If you are not nailing your messaging right now, this is going to get your gears turning. Just stay with me, you’re gonna love this paid ads strategy. And then another bonus, if you want help implementing an ad strategy like this in your business, I’m gonna explain how we can work together on doing that at the end of this episode. Sounds good. All right, let’s get into it. So first of all, let’s talk about the elephant in the room. Let’s address it, let’s call it out why the messaging falls flat for so many health and wellness business owners, which of course for them results in a lack of clients and feeling like they’re talking to no one. I know that this is happening for my clients, when they tell me that they are taking all sorts of massive actions and they tell me exactly what those things are. But they don’t have a line out the door of potential clients wanting to hire them. They don’t have people practically throwing their credit card at them saying when can we get started? Oh my gosh, this is exactly what I needed. I didn’t even know someone like you existed, oh, my gosh, this is this is everything. If that’s not happening, I know it’s because of the messaging. This is what it sounds like when my clients tell me this. They say all right, I’m doing other things. I’m going to networking events, I’m sending out weekly emails to my email list. I’m posting on social media every day. For those that are on social media. I’m doing free workshops at my local library, I had a booth at a Wellness Fair, I guess did on three podcasts in the last month that served my ideal clients. I’ve been publishing a blog post every week for the last three months, they’re telling me all about these things that are massive actions they’re taking to get the word out to their ideal clients about what they do, and how they can help them. And it’s falling flat. The people are not rushing the door saying, How can I hire you? What’s going on? And how do I do this? Tell me the next step. It’s not happening. And when I hear that, I know that one of two things is happening. One, we’re gonna have to just call this out, you probably if you’ve followed me for any length of time and listen to this podcast, you know, I’m probably going to say, number one, they’re relying on tech platforms that they don’t have complete transparency with. So it’s hard to know if anyone is actually seeing their marketing. So first of all, we have to figure out is it a tech problem, if you’re doing all of the things, and nobody is coming to try to hire you from the things? Is it because they aren’t actually seeing your marketing. First of all, email list deliverability issues are a real thing. We talked about this in Episode 144. So go back to that and listen to it. If you would like a little more information specifically on knowing if your marketing emails are getting delivered. That’s episode 144. Also, social media shadow banning issues, let’s talk about this, this is when you aren’t in control of the platform that you are marketing your business on. All right, it means that you are active on social media, you are posting content on social media. And nobody is seeing that content, because the almighty powers that be with that algorithm have decided that it is violating some sort of standards that they have, or who knows what, and they’re just not showing it to anybody. So you think that you are being very consistent with actions that you’re taking in both of these scenarios, if you’re sending out emails, and they’re not ending up in the main inbox of your people. That’s what I mean by deliverability issues, by the way, you’re sending out the emails, but they’re not actually making it to the main inbox, they’re going into junk, or they’re going into a promotions folder and your people aren’t actually seeing it. Or you’re posting on social media on a platform, you have no control over. And nobody is actually seeing the content and the valuable messaging that you’re putting out there. Alright, so we have to look at this first. If you don’t have control over the platform, it’s like building your house on rented land. We don’t want to do that. Okay, we don’t want to rely on that. So it’s really important to look at Tech wise. There’s something going on here that maybe is a reason why my messaging isn’t landing because they’re not even seeing the message. That that would be a huge problem. And it happens a lot. So if you are confused right now and you’re like me, I thought we were going to talk about social media ads. Don’t worry, we are so just chill a minute. But understand that organic posting on social media platforms is a different lead generation strategy than running paid ads on those platforms. I’m specifically wanting to talk about running ads today, but we have to talk about the fact that it could be possible if you are posting organic content and relying on social media algorithms to show your content to the right people that maybe that is not happening, Shadow banning is a real thing, which is why I just am so against that being a primary lead generation strategy for anybody for any business, but especially for our business type. And in our industry, when the topics that my clients tend to talk about are highly sensible, and touchy topics that go against the prevailing narrative, if you will, if you know, you don’t. So right now I’m talking about organic posting, which is where my clients often tell me that they’re being consistent, and they’re getting no results. And a lot of times, this is where people want to join my program, to be honest, because they have not had success in getting clients on social media, which is what most other marketing gurus in 2024 would tell you to do. Okay, you got to be active on social media, you got to be consistent on social media, this is how you get clients. And it certainly is a way that some people get clients. But it’s not the only way. And I would really argue that it is not the best way. Because of everything I just said you don’t have control over those platforms. It’s like building your house on rented land. So first of all, we have to see, is your messaging that landing or are people not seeing the messaging? That’s huge. Okay, are they just not seeing it brings me to the second reason that marketing falls flat, which is that the messaging is off, it’s just straight up off, okay, it’s not landing. And as a business owner, this is where you’re going to spend most of your time. So this is not a one and done situation where you go, and you fix your messaging. And then it’s just done. And you can just check that box off your list, and you’re never going to revisit it again. No, my friend, this is not the way that it works, which is the best news ever for us. Because we know that this is always a place where we should be putting some attention. When I talk about messaging, here’s what I mean, what problems do you solve for your ideal dreamiest clients? What problems do you solve for them? And how do you simply message that in a way that a fifth grader would understand it? Truly a fifth grader elementary school kid would understand your messaging, and how you speak to the problems that your ideal dream clients have? That’s what we mean by messaging. It’s how do you talk to the people in the language that they are already using that a fifth grader would understand what problems do your ideal dream perfect clients think that they have emphasized think the word think big capital letters here? What do they think are their problems? And how can you speak in their language about those problems that they think they have? This is really where I see a lot of people that are going wrong, they’re taking the massive action, they’re sending out emails or publishing on their website, they’re doing newsletters to other lists, they’re hosting workshops, they’re reaching out to potential referral partners. They’re doing all of the things that will for sure result in clients if the messaging is correct, but they’re using words that people don’t understand. So do a little check on this. Are you using the words that your ideal dream clients are using? Or what I see a lot of people do is using industry jargon? Like, are you saying blood sugar dysregulation, for example, when your clients think that they have a slow metabolism, you’re saying blood sugar dysregulation, they have no idea what that means. I see this all the time. And it’s just going over their heads, a fifth grader does not know what blood sugar dysregulation is, has no idea. They don’t even know what a slow metabolism is. So we could definitely simplify that further. But you gotta be cued into what are the words that your people are using to describe their problems that they want your help with, they might not even know they want your help yet, but they do. And they need your help. First of all, you have to make sure that you are getting the message across to them that you can help them. And if they think they have a much different problem than the one that you’re solving, we’re not going to get there, we’re gonna have a big disconnect. Are you saying dysbiosis? Oh, don’t do that. By the way. Don’t
ever say the word dysbiosis. In your marketing, nobody knows what that means. For sure a fifth grader doesn’t know what that means. Your people don’t know what that means. Maybe they’re scared of parasites, maybe they’re scared of worms. And is that exactly what you’re talking about when you talk about dysbiosis? Probably not to the letter of the law, exactly what you’re talking about. But it’s getting closer to how they would understand that. So don’t say words like dysbiosis don’t say blood sugar dysregulation don’t say that they don’t use those words. They don’t know what those words mean, the messaging is not going to land, not with as many people as you want it to. There’s ideal, perfect clients that will be hearing about what you do and how you could help them. And they will never reach out to you because they don’t know that you can help them when you use words they don’t understand. Another thing I hear is people talking about nutrient absorption, and things like that in the gut healing realm and in the gut function realm, nutrient absorption. Now, if we really think about it, and if a fifth grader really stops to think about it, they could probably figure out what that means, but they have to think really hard to put the pieces together. Okay, so if you’re talking about nutrient absorption, but your ideal client is actually worried about heartburn, let’s just talk about heartburn. Right? Do you see the difference here is all about the messaging. And now I see marketing From nutrition professionals and health and wellness coaches all the time, that is droning on and on about what nutrients are needed for XYZ big fancy word symptom, what do you have to have more magnesium for bla bla, bla, bla, bla thing and even I am confused. And I tune out after the first two to three lines, I even know what they’re talking about. I, on a personal level, find it to be interesting how the human body works. So I’m interested in this topic, and I understand it and I know what these words are, and I still can’t focus on it. And, and I tuned it out after the first two to three lines. So no wonder their potential clients aren’t reading the whole email that they’re sending, or they aren’t seeing the whole post are they aren’t reading the whole blog, or whatever it is, the mental gymnastics are just too grueling. It is our job as business owners who are focused on making our messaging resonate with the right people and making it really understandable. It’s our job to always be looking at this and figure out how could we simplify it further. I am not immune from this by any means I catch myself all the time reading copy that I’ve written a month ago, a year ago, two years ago, like holy cow, why did I make that so complicated? Let me simplify it. Let me simplify. So this is just a work in progress, you’re always going to be doing this, I’ll always be doing this, but we have to be doing it, okay. absolutely have to be doing it. Make the mental gymnastics, not the gymnastics, okay, don’t make them feel like they have to go to the gym. To think through. What you’re trying to say the fix is to say the same thing in your messaging, using the words that are familiar to them that they’re already using to describe their problem. And do it in a format that a fifth grader would understand. If this is really difficult for you, by the way, use some AI tools to do that. I don’t personally do this. In fact, I need to do it’s long overdue that I do some episodes on AI. Talk about this. It’s not something I use, but I know a lot of my clients do. And I know that this is could be really helpful. If you’re really having issues, simplifying your copy and your messaging, put your copy into something like Chet GPT, ask it to reword it into a fifth grade level, see what happens. You won’t use that copy verbatim probably, but it could give you a good starting point to then edit and use from there. Now I’ve been using examples hear about written copy when I’m talking about messaging, because it’s where it’s easiest for me to see where my people are going wrong in their messaging, because I can actually see the words that they’re posting, writing, sending out an email, it’s that kind of thing. But the same rules apply to any in person conversations in any other way that you’re marketing your business. It’s the messaging, the messaging, the messaging, okay. Let’s also just ease your mind, I want to completely take the thought out of your brain, that people don’t want your services, or they won’t pay for help, or they just want a pill or a shot, or they are not the right niche, or people don’t do the work. No, none of those thoughts are true. Take the take all of those out of your brain, they are not true. You’re not allowed to ever believe those ever, ever, ever again. Here’s what is true. People have never been sicker. Never. That is the unfortunate truth. And that is a sad state of affairs. But the silver lining of that unfortunate truth is that they have also never been more open to root cause solutions to the problems that they have. That’s really exciting for you if you’re listening to this show, because that’s what you offer to your people an alternative or root cause solution to their problems that they might not even know exists. I have people tell me all the time, when I explain the kind of clients that I work with, and the specialties that they have, and the type of testing that they do and the type of methods that they do and the type of clients that they work with. And the insane results that their clients get. I have people telling me all the time, oh my God, how do you even find those people? I don’t even know where I would find that person. Why do you have an underground network that nobody knows how to find? Which makes me so sad because it shouldn’t be an underground network. And it shouldn’t take Sherlock Holmes to find the people that you want to work with. But I’m telling you, the people want to work with you. They just don’t know you exist, and they don’t know the problems that you solve. Are you wondering when we’re going to finally start talking about ads? I swear we will. But we have to talk messaging first. Because if you don’t have clients banging down your door by the dozens, it is simply because they don’t know you have the solution. Or they don’t know that it’s a solution that they need. Because the messaging is off. They don’t understand that it’s what they need. So tweaking your message is the way that you let them know that it’s a huge problem, not a them problem, which is great news, because you can’t change them. But you can change what you are doing best news of the day. So getting a little ranty here, but I see this so often. So I have to call it out. Please, please, please do not go try to create a webinar. For example, if your in person conversations aren’t already resulting in clients, it is not going to solve the problem that you have, which is that your messaging is off, barring the first problem that it could be which is technology is not working for you and that nobody is seeing your messaging, assuming that that’s not happening and you’ve already addressed that and made sure that it is just that the actual message itself needs some tweaking. What most of my clients do in the beginning is they start with their warm network of friends and family that already know them. They already want to support them, and they test out their messaging, as they have conversations with those people. It’s very organic, it’s very natural. And they know when the messaging lands because all of a sudden people lean in, they ask more qualifying questions, they follow up, they circle back. They’re like, tell me more about that. And they’re not just being polite. They’re very curious. That’s when you know, the messaging lands. And for my clients, when they do this, they see a lot of momentum quickly, because first of all, we have a lot of grace with our nearest and dearest people in our life. So that’s great. Even if the way that you say the messaging or the way you write, the messaging isn’t perfect, that’s okay. They love you, they want to support you, and they know you, okay, so they’re gonna go spread the word on your behalf. And they’re gonna go tap into their network of friends and family, and tell them about what you’re doing. If the messaging is landing, if they understand what you are doing, they’re gonna go talk about it, and their people are gonna go talk about it with their people. And those people are gonna go talk about it with their people that you have no knowledge of, you have no idea who these people are, and the word spreads. And that is when the snowball has really gained momentum going down the hill, and you have the referrals coming in like crazy. Yes, there is a way to do this. This is what I teach in the profitable nutritionist program. But I also did an in depth episode, episode number 128, called nine ways to market your new business without social media that teaches exactly how to do that. So go back and listen to episode 128. If you want more examples and ideas about how to get these organic conversations going, alright. That’s messaging, my friend, that is figuring out what do people want from you? What are they looking for? How are they talking about it? How are they already thinking about it? And how can you speak to them in a language they understand, if you’re confused right now, about how you could quickly test your messaging really quickly, and find out like, just in a few days, if it’s working, you could spend a few bucks on ads on Facebook, or Instagram, aka selling like a dude, we’re gonna get to that in a minute, be patient. But just to recap, this is step one, address your messaging, this is not a one time process, you’re going to do this weekly, monthly, quarterly yearly for the rest of your career. It’s just a skill as a business owner to always be looking at your messaging. Which brings me to the second consideration, which is a simple action that you can take every week to make sure that your marketing is landing and fix it if it isn’t right now. Do you know what that simple action is? It’s called evaluating data. It is not sexy, it is not glamorous, it is the extremely boring and tedious work that your brain will throw a tantrum about doing. It’ll give you really compelling objections that you don’t know what data to evaluate. There’s not enough of it, the sample size is too small, it doesn’t really matter. Or my favorite, this is where my mind goes is we just can’t afford to slow down right now. Maybe later, but not right now. I can’t do any evaluating right now. Because it’s not the best use of your time.
That’s what my brain likes to tell me. Insert your excuse of choice here. I don’t care what it is throw it out the window and do it anyway, evaluate, we’re going to take a sharp left turn here, so I can explain why I call this selling like a dude. Because bro marketers tend to do this way better than the rest of us. A bro marketer is exactly what you’re thinking. When I say that term, it is someone which is typically an actual bro but male or female, it doesn’t really matter here. It’s someone who’s using direct response marketing, and very overtly selling. An example of this is somebody running an ad on a social media platform to a free thing or a low price thing. And then somebody clicks to that they buy the thing or they get the free thing, then they get sent to an upsell page with kind of do you want fries with that add on spend a little bit more money spent a little bit more money than they get emails and texts and more ads selling more stuff. It’s very masculine type of selling. It’s very direct the directness is in the you have a problem, I have a way to solve it pay here message, okay, very, very direct, why we should look at the role marketers and learn from them. Why? Why should we do that, because super direct selling like this only works at scale, with 1000s and 1000s of eyeballs on it if the data is closely evaluated. And then the messaging is tweaked based on those evaluations to maximize the amount of people seeing the messaging and the conversions of those people to the next stage. If you’re a bro marketer, you have to make sure that the messaging is landing and that it is converting to the result that you want. So to do that, you have to be evaluating data points. I want to repeat this evaluating the data points is key to direct response, bro type marketing, and we can learn something from the bros here. Again, do not lose your mind with the broad generalizations between masculine and feminine and men and women. broad strokes. Okay, but these stereotypes exist for a reason. So we’re going with it. The bros know that it is a numbers game. They know business. And marketing is a numbers game. If you get enough eyeballs on the thing and you have the messaging around that thing, speak to the right people and compel them enough to take action Ching, we get what we want. Rinse and repeat number Is game do more of it, do it a little bit better, do more of it do a little bit better. Which means that this model only works if someone’s paying attention to the numbers and evaluating that data. Are you with me versus what so many of us do instead, which is draw conclusions on what is working and what isn’t working based on feelings, just straight up feelings instead of evaluating the data. Now, I consider this to be the feminine version. Again, broad strokes here, okay, but bear with me, the feminine version of this sounds like I don’t want to come on too strong. I don’t want to be salesy. I don’t want people to think I’m only in it for the money. I want them to know like, and trust me first, that’s going to take time we have to develop a relationship. That version is the feminine version. Okay, that is not bro marketing. Not at all. It’s not selling like a dude, the bros are not losing sleep over a negative comment, or the fact that somebody might perceive them as salesy. The bros don’t care. Okay. Again, I’m going to make the disclaimer broad strokes here. I know there are men listening to this that aren’t bro robot marketers. I know there are women listening to this that aren’t scared to market their business or boldly say the things, of course. But by and large, and I work with 1000s of people, I see this a lot. Most health and wellness professionals I work with are women. And they struggle to say the bold things that they really want to say. And if that is you, this is the message I want to send your way, you got to channel your inner bro marketer and you got to collect some data. That’s how you’re going to nail your messaging so that you’re never talking to no one, you never feel like it’s just crickets out there, and that no one’s listening to you. And the clients have dried up, you’re never gonna feel that way. If you channel your inner bro marketer. Here’s some examples. If you’re sending weekly emails, you got to track the click rates of every email. And you have to have time in your calendar set aside, at the end of the week to evaluate those numbers when it is fresh in your mind. I do this with emails, I do it with podcast downloads, I do it with ads that I’m running every single Monday morning, not just one I remember to know it is in my calendar top priority Monday morning, there is a spreadsheet that gets filled out by somebody on my team. And I review that spreadsheet every Monday morning to look at the data because then it’s fresh in my mind, I can remember what we did last week that may have influenced the results and the change that I see week to week versus looking at it maybe a month or two from now I don’t really remember what podcast episode landed and we got a lot more downloads or what email I sent that had a lot a lot more unsubscribes than usual. You see what I mean? Same with social media if you’re active there. And I don’t really love that as a sole marketing channel, like I’ve said for a lot of reasons, because you don’t control anything about it. So please don’t rely on social media. But if you are posting about your business to get more leads on social media, like a lot of my clients do track it, how many people reached out to you, or commented per post, if you post it organically how many people reached out because of it, you’re gonna see trends here on what’s landing and what they want more of when you track it. If you are see people like you see people sharing your stuff, what we want to do more of the stuff people are sharing, we have to know what those things are, and left to your own devices in your brain, you’re going to have a lot of biases, you’re going to have a lot of feelings about what you intuitively like it’ll sound really compelling. It’d be like health, my intuition says this, no, stop it, stop it, we want to evaluate some data, track it sell like a dude. Okay? Same with in person conversations, track them. Inside the profitable nutritionist program, we just had a really amazing workshop with a simple spreadsheet template for tracking one on one conversations, and reach out to potential referral partners like other practitioners, etc, that are serving your ideal clients already, but not in the way that you do. And tracking those conversations and tracking those collaborations. So if you’re in TPN, start using that tracking spreadsheet immediately. If you are not in the program, by the way, why the heck not? Why not? I don’t understand I’m very confused. Pause this episode, and go to the profitable nutritionist.com/join and get on the waitlist for the next enrollment immediately. Or we go to a right now then come back pause the profitable nutrition is.com/join Then come back. Okay. The point is this if you want to improve your messaging so you can get more clients and sell more of your products and services, your time is much more efficiently spent evaluating some data points and tweaking from that data. Rather than throwing all the spaghetti at the wall based on what feels good, hoping some of it sticks and just relying on your feelings, your feelings are going to just confirm biases that you already have. My feelings are going to just confirm biases I already have. We got a look at the data, the bros that spend 1000s of dollars per day on social media ads, they don’t rely on their feelings. They’re looking at the data, okay, and they evaluate it. So let’s take a page out of their book. And let’s sell like a dude. Which brings us to number three, which is a paid ads strategy that I used in 2020. And I’m bringing back in the second half of 2024 which is the very definition of selling like a dude. Okay, it addresses both of those first two points on the messaging and the evaluating. Like I said, this one is Going to get your gears turning. So storytime in 2020, I started running a very specific type of ad on Facebook and Instagram that I’m going to tell you all about. And this ad didn’t cost me anything. In fact, this ad made me money. But my ads account got shut down at the end of 2020. So I couldn’t run ads anymore. It just abruptly overnight got shut down. I didn’t have any reason why I had no idea. Again, there’s a reason why I don’t recommend building your business on a platform you have no control over. Anyway. So when this happened, at the end of 2020, in a fit of self righteous rage, after the whole ordeal, I completely deactivated all of my personal and business social media profiles to really give the finger to the whole machine, I was very angry about it. And I decided to grow my business without social media at all. That is the short version. Okay. When I decided to do that, it worked. It worked splendidly. In fact, because I had my blinders on to anything social media related. And I wasn’t tuning into it at all, any social media strategies that anyone was talking about for growing their business, I completely tuned out didn’t pay any attention to it didn’t give any thought energy to it whatsoever. I was not lost in any newsfeeds personally, or professionally, I wasn’t scrolling, I wasn’t wasting time, trying to be clever, and figure out how to post and engage or any of that. It was so freeing, I thought about it zero minutes ever. And the bandwidth that opened up allowed me to really hone my messaging elsewhere. So you might be wondering, what did this look like in my business, lots of different things, but none of them were social media related. Okay, so I did pay to send emails to databases, where my ideal clients already were subscribed, professional organizations that already served my clients, I paid to market to their lists, basically, I created valuable content for them. They sent it out to their email list. And those people then became email subscribers of mine, if they were interested in my thing, I hosted free workshops for schools and groups that were already serving my ideal clients. Again, I did some free stuff, like a lot of it, I still do. I do lots of free teaching. I also launched this podcast, and I poured my time and attention into publishing an in depth episode, every single week, since October of 2021, I wrote hundreds of emails, instead of running ads on social media or posting on social media, I wrote hundreds of emails to my email list, I collected a whole lot of data on what types of emails, my subscribers resonated with what messaging best converts them into paying clients into my programs, where I can then better support and serve them. Lots of data, lots and lots of data. And it has been evaluated. I created webinars to teach my process and sell my programs. And I rinsed and repeated the messaging for those things that were working. And I iterated on the things that weren’t dozens and dozens and dozens of times over and over and over again, those are just some examples that come to mind. But I wanted to give a little, just a little context here. Lest you not really understand the progression of my business and running ads on social media, what I’m about to tell you about and the fact that I then didn’t for many years, and now back in the game, but the point is, I made almost $2 million, from early 2021, to early 2024, without social media or social media ads at all. And you can do that too. In fact, the step by step process that I use to do that is what I teach in the profitable nutritionist program. So you need to be in the program. But that doesn’t mean it is the only way to do it. Many of my clients still use social media to market their business. Many of the people in the TPM program, still use social media, they just don’t rely on it. So if or dare I say when that platform Disappears Overnight, or they get shadow banned, and nobody’s seeing their content anymore, or the algorithm changes. And suddenly they don’t have access to any of those people anymore, their business wouldn’t skip a beat, because they don’t have all their eggs in that one basket, right. And by always improving their messaging and not worrying about the algorithm tactics that are not even going to work. Two months from now, which I see a lot of people doing this latest greatest hack, you got to do this hack got to do this hack. No, let’s not worry about hacks that are going to be flash in the pan. Let’s work on improving our messaging, which is going to serve the business forever. And when my clients do that they’re successful, because they’re speaking the language of their ideal clients. The messaging is on point. Okay, so we want to get you to the point where your messaging is on point as quickly as possible, which I think you’re going to have some ideas about, as I tell you the rest of the story. So back to the ad strategy from 2020 that I’m bringing back in 2024. Selling like a dude style, which is self liquidating ads. What the heck is a self liquidating ad? Well, I’m so glad you asked. I would love to tell you that it is an ad that immediately brings in more money than it cost to run the app. So I did this in 2020 with a PDF freebie lead magnet, okay, it was a very great lead magnet. And I decided instead of giving it away for free, I was going to sell it. So I charged $10 For this PDF, it was called an ultimate membership startup guide. It was a very detailed PDF, I think it was 30 or 35 pages long on how to start a lucrative membership for your Health and Wellness Business, I used to have a lucrative membership for my health and wellness business. This is something I taught on a lot. So like I said, this could have been a free PDF opt in, alright, but I made it valuable enough to charge for it. First of all, it was valuable enough to charge for it. And then I stuck a price of $10 on it. And I ran Facebook and Instagram ads directly to the checkout page for this $10. PDF. And on the checkout page, there was also a little checkbox with an order bump for a $37 mini course, this mini course is a mini training that I had on getting your business organized with a simple project management software called Trello. It’s called Take charge with Trello. So you could buy the $10. PDF and add that on this checkout page, you could click the little checkbox to add the $37 mini course called an order bump to it with just that click of a checkbox, it was a very, very simple setup. And I ran out to that and people bought the $10. PDF. And then people added the $37 mini course.
So in next week’s episode, I’m going to break down the strategy in deep detail. And I’m going to give you some ideas on what kind of a self liquidating funnel could be for you. But this is the basic strategy. I don’t want to leave you hanging on that, although I just have a lot to say about what worked and didn’t work with this funnel. And so I’m going to dedicate an entire episode to this and next week’s episode, bottom line is that run ads to something paid, which then grows your email list full of people that have already indicated to you that they are a buyer who is willing to spend actual money on solving their problem. That’s what happens when you are running ads with this strategy. Okay, because every single person that purchases your thing is also then on your email list. They’re getting your emails, they can get an automated sequence from you after that, introducing them to how you can further help them solve their problem. Giving them a ton of value actually helping them solve their problems, and letting them know very, very succinctly and simply how they can work with you and what the next steps are. So by getting someone to the point where they are paying $10, or whatever amount of dollars for the thing that you could give away for three for free, but you could also charge for it. This is just a different strategy. You are pre qualifying your email list for people that are already saying, Hey, I’m a buyer, I’m willing to spend a few bucks on solving this problem, I really want to solve this problem. How amazing is that? Now ideally, your cost per sale is less than what you’re paying in the ads that you’re running. So you’re basically growing that email list full of buyers for free. That’s the ideal scenario here. You might even make a little bit of money. Or you might lose a little but it’s pretty miniscule, right? Because we’re evaluating the data as we’re running these ads. That’s kind of a theme today. I know, I know it is. And we’re nailing the messaging, we are tweaking the messaging, we are iterating the messaging to get the cost per lead down to the point where you actually are getting an email list full of buyers for free. All right, this my friend is an example of selling like a dude. Like I said, I’m going to really break it down in next week’s Part Two episode, I’m gonna give you some numbers, I’m gonna tell you exactly how this checkout before my ads account got shut down, which wasn’t because of this strategy. But those two things happened separately, but I’m gonna give you the whole the whole breakdown in next week’s Part Two episode all about self liquidating ads, that is a hard one to say self liquidating ads, for some reason that’s not rolling off my tongue very well. And I’m going to give you some examples as well. But here’s a little easter egg for you. If you want help implementing an ad strategy like this in your business, and you’re thinking as we’re talking about messaging, and as we’re talking about spending 2030 $40 on some ads to just test some messaging and see what people click on what they don’t to figure out. What is the way to talk about this particular problem, let’s just get a few 1000 eyeballs on it and figure that out. Right? If that has you intrigued, as you’re listening to this episode, and you have made at least $50,000 in your business in the last 12 months, you are in luck. Here’s why. When the next round of the streamlined scale mastermind starts in September, which I can’t believe is just so close to right now. I am bringing in my ads team to facilitate a bonus eight week series on setting up your self liquidating ads funnel, step by step like together, click this button, Do this, do that create this type of a lead magnet, here’s what we’re going to charge for it. All of the pieces, all of the copy all of the messaging, the level of implementation support, all the way down to some very specific AI tools to use for the ad. And the follow up email creation process, by the way, which I do not use, and I don’t know how to use but my ads team does. And you will be blown away by some of the tools and the ease of use for getting this stuff up and running really quickly. So you can start iterating you can start testing the messaging, see what’s working and double down on what is working and do it better and better. That whole process and the level of implementation and support and just handholding basically to get this all going so that you can test your messaging is going to be worth the price of admission in the entire mastermind, I am so, so grateful that my ads team and that the company that I work with is going to come in and do this for the entire mastermind. I’m so grateful that they’re going to do it because it’s going to be so valuable. Every single person in the group that wants to have a positive cashflow, ads funnel setup and generating high quality leads 24/7 will have their leads machine going with ads on by Christmas, automated list building full of buyers by Christmas, which is super exciting. And again, that is for everyone in the September round of the streamline and scale mastermind, here’s the fine print here dates you need to know about applications for the September mastermind are going to be open August 8 through the 16th. I’ll say that, again, applications are open August 8 to the 16th. The qualifications to apply are very simple. Your Wellness Business has made at least $50,000 in the last 12 months. And you have a goal of scaling to six or multiple six figures over the next 12 months. So to give some context, we have wellness business owners in the room, from the 50k level all the way up to 500k plus a year, and growing quickly in their businesses, and then everything in between, which is so cool. That’s why surrounding yourself with this group is such a valuable investment. So to get on the waitlist, get all the details about the mastermind, including the insane live ads funnel creation that we’re doing this fall, go to the profitable nutritionist.com/mastermind If you haven’t made 50k in your business, but you’re intrigued with selling more like a dude, and getting more data to evaluate in your business. We’ll be continuing this conversation in next week’s Part Two episode, like I said, with ideas for some ads that you could try right now without even putting together an entire funnel. And don’t be scared of this. Okay, once you try running a few ads, you’re going to realize that the initial learning curve is a little steep, but you can do it you can do hard things. And the data that you generate when you’re willing to do that is priceless. Okay, priceless. A student in the profitable nutritionist program just posted in our private community a few weeks ago, that she started experimenting with running an ad for $20 a day. And after a few weeks, and some minor tweaks as the data started coming in. She was it wasn’t working. So she tweaked a few things. We talked about it she posted I gave her some suggestions. She did those tweaks. After a few weeks, she was getting multiple consults booked each week and had already signed one of those cold leads as a new client $20 a day. So like I said more about that next week, you can do hard things over the endless but you can do hard things and it isn’t even as hard as you think it will be, which is the best news ever. So final thoughts before we land this plane, if you’re feeling overwhelmed with the idea of running ads, or marketing in general, just don’t try to do all of the things at once. Okay, words of wisdom words to live by, don’t do it all at once. Go all in on one method of marketing that you can reasonably commit to for now, one, just one, and then define your data points that you’re going to evaluate and make a habit of using that data to further tweak your messaging and just keep iterating until you’re getting the results that you want. Commit to one commit to evaluate the data, figure out what the data is going to be evaluate it week by week by week, and then just keep iterating based on that data, then, and only then add another channel or another method. So focus, focus, focus focus. That is why I am bringing in the ads team to work with my mastermind students because their business is at the level where that type of focus makes sense. They are already generating a lot of money and a lot of interest and a lot of demand. So it makes sense to add on a more advanced funnel. But we can do this just at a lower level to it’s not only for when your business is making x amount of dollars, that you can start generating some data. And looking at it generating more data, looking at the data and continuing to tweak the messaging you do this at any stage of your business. So we’ll also want to just say if you’re a little bit ads curious, like how could this work for me? Let’s do it. This is a conversation we’re having in the profitable nutritionist program too. And I think it’s just a really valuable conversation to be having all over the place. What is the selling like dude method look like for you? How could you be getting more data and evaluating it faster, instead of what the opposite version is? And that’s the people have to know like, and trust me first, it has to take a long time, I have to really, like nurture my leads for a long time. A lot of these thoughts are ones that my clients offer. And I coach them on those because I don’t think any of that has to be true. I think that there’s a lot of space in between the two extremes, where we can just really get good at speaking to our people’s problems in the way that they’re already speaking about their problems, and helping more of them, though, that’s my little rant. That’s my little words of wisdom at the end here. Focus on one at a time layer as you go. It’s kind of the it’s the focus mentality or as we say in the TPM program, constraint equals cash, decide on one strategy, take imperfect action relentlessly on that one thing, and then evaluate constantly instead of hopping to the next strategy because they all work. All right. I can’t wait to share more about this with you in the Part Two up So next week in the meantime have a wonderful week my friend
