Why This Content Attracts the Wrong Buyers — Transcript

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1. 0:00My name is Luke. I sell life coaching
2. 0:03certification training programs
3. 0:05>> All right.
4. 0:06>> to people who want to become certified
5. 0:08life coaches.
6. 0:09>> All right.
7. 0:10>> Mainly, we try to target people in
8. 0:12high-paying jobs that have the money to
9. 0:15pay for our trainings.
10. 0:17>> All right.
11. 0:17>> Or they're running businesses that
12. 0:19they're bored of and they're seeking
13. 0:20more fulfillment or meaning and how to
14. 0:22make money online being a life coach.
15. 0:25I do 3 million in revenue a year.
16. 0:28My next goal would be to get to 10
17. 0:30million and then eventually 50.
18. 0:33And
19. 0:33>> a billion.
20. 0:34>> And then a billion.
21. 0:37And what is stopping me, what I wrote
22. 0:39down, was around content
23. 0:42marketing.
24. 0:43I don't know what my target audience
25. 0:45should be and my content topics should
26. 0:48be to grow my following the fastest on
27. 0:51all social media platforms that are that
28. 0:54are the most qualified who want to
29. 0:56become certified life coaches.
30. 0:58>> Mhm.
31. 0:59>> Just a little context before you answer
32. 1:01because
33. 1:02is it um being stuck cuz I've been
34. 1:04posting that relationship content for
35. 1:06years now and I got my following to 250k
36. 1:08followers on Instagram, but I've I just
37. 1:11talk about relationships, good and bad
38. 1:12things in relationships, red flags,
39. 1:14green flags, and I get a whole bunch of
40. 1:16men and women fighting in the comments.
41. 1:18>> Amazing.
42. 1:20>> None of them want to become certified
43. 1:22life coaches.
44. 1:23>> [laughter]
45. 1:24>> So.
46. 1:27>> Hopefully that explains
47. 1:28>> Yeah.
48. 1:29So this is like So I baited the hook
49. 1:31with the wrong bait.
50. 1:34Uh and it's working.
51. 1:35Um yeah, so I mean
52. 1:38you you've a bit of a you The nice thing
53. 1:40is because the the algorithm has
54. 1:41changed, it's it's interest-based media,
55. 1:43not social media anymore. And so it's
56. 1:46it's In some ways it's simpler than it
57. 1:47would have If you'd asked this question
58. 1:485 years ago, it would have been harder
59. 1:50to change. So in some ways it's kind of
60. 1:51like to your advantage that you waited
61. 1:52this long. Um because you You make a
62. 1:55piece of content tomorrow about I was
63. 1:58going to say a guy hits a girl, but
64. 1:59that's going to be totally right down
65. 2:00your alley. Uh
66. 2:02about business, and if it's a really
67. 2:05good piece of content, it'll get shown
68. 2:06to people who are interested in
69. 2:07business.
70. 2:08And so if you want to work with the life
71. 2:10coaching stuff, then I would be talking
72. 2:11more about life coaching things, life
73. 2:14coaching philosophies, and life coaching
74. 2:16frameworks, um
75. 2:19getting life coaching customers, like
76. 2:21all of those things.
77. 2:24Like the frameworks that you teach them
78. 2:25inside of your training, just make that
79. 2:28your content.
80. 2:30Cuz I'm telling you right now you're
81. 2:31afraid like, "What if I give away my
82. 2:33secrets?" It will not matter. One, no
83. 2:35one does anything anyways. And number
84. 2:37two,
85. 2:38even if they do and it works for them,
86. 2:41guess what they will want? More.
87. 2:44>> Yeah, so the thing is I talk a lot in my
88. 2:46trainings around trauma, healing trauma,
89. 2:49and yeah, psychology. But when I start
90. 2:51talking about that, I attract a lot of
91. 2:53victims that just want to
92. 2:55>> Totally.
93. 2:55>> stay in that, so
94. 2:57>> Yeah. So I think you just tweak it so
95. 2:58that your content doesn't sound like
96. 3:00you're pro-victim.
97. 3:03>> Right.
98. 3:03>> Like I think victims will be attracted
99. 3:04to a pro-victim narrative.
100. 3:07So, like the good news is that what I
101. 3:09like, you just have to change what
102. 3:10you're saying in your videos and you
103. 3:12will attract different people.
104. 3:14>> Right.
105. 3:15Right. So if I talk about philosophies,
106. 3:17the frameworks, how to get clients, I
107. 3:18don't really like talking about business
108. 3:21as such though in terms of this is how
109. 3:22to get clients online and
110. 3:24>> Why?
111. 3:25>> What's that?
112. 3:26>> Why?
113. 3:27>> I I just find it mind-numbing. Like
114. 3:29boring. Like I I value depth.
115. 3:32Like
116. 3:32>> What?
117. 3:33>> Your content is boring.
118. 3:33>> I know you hear my content.
119. 3:35>> Yeah. Yeah.
120. 3:36Your content is not boring. It makes you
121. 3:37money.
122. 3:40>> You know, if you do that brother people
123. 3:41they will like you.
124. 3:42>> Um you know, but I if you start to if I
125. 3:45start telling you this is how to get
126. 3:46clients on Facebook, Instagram,
127. 3:48LinkedIn,
128. 3:49uh you know, this is how to find your
129. 3:51ideal client. it I just get really
130. 3:54bored. Like I I hate talking about that.
131. 3:57>> Do you like your business?
132. 3:58>> I love my business cuz someone will
133. 4:00stand up. I do interventions like Tony
134. 4:01Robbins style. Someone will tell me
135. 4:03problem in their relationship and I'll
136. 4:04help them with their life.
137. 4:05>> Uh
138. 4:06>> But in terms of like making this is how
139. 4:08to make money as a as a coach,
140. 4:11I get bored by that. That's my big
141. 4:13issue.
142. 4:14>> Interesting.
143. 4:16>> And so I can stand there. I have my
144. 4:17>> So you sell something that
145. 4:19It's okay.
146. 4:19>> I'm bored by what I sell because I'm
147. 4:21>> Then why don't you talk about what you
148. 4:22sell?
149. 4:22>> Sorry.
150. 4:23>> Just talk about what you sell.
151. 4:24>> The only thing is if I if I talk about
152. 4:26healing or transformation, I'm just
153. 4:27being attracting victims. But maybe I
154. 4:29could try to change the angle,
155. 4:31I guess.
156. 4:32>> I mean, I talk about death and I talk
157. 4:33business owners.
158. 4:35>> Right.
159. 4:36>> Everyone's like, I know every day.
160. 4:38>> [laughter]
161. 4:39>> One more.
162. 4:40Um
163. 4:41no, but I like I think you probably you
164. 4:43you're probably like 6 in off. Like I
165. 4:45don't think you need to like change your
166. 4:46world. Like your whole thing. It's
167. 4:47probably just your framing it. I I would
168. 4:49like to I could like pull up all your
169. 4:50content and consume an hour of it right
170. 4:52now, but
171. 4:53um
172. 4:57talk about it from the Okay, here we go.
173. 4:59So when you have your when you're giving
174. 5:01when you're explaining how to deal with
175. 5:02the traumas or the healing or whatever,
176. 5:05talk about it like, "Hey, so when you
177. 5:06have a client who comes with this,
178. 5:10just take that frame. And then people
179. 5:13who are like, "Oh, this is how I deal
180. 5:14with clients like that.
181. 5:16How do I get clients like that?" You're
182. 5:17like,
183. 5:23Does that make sense?
184. 5:24>> Yeah.
185. 5:24>> So literally just like a half step away.
186. 5:26Like you've got the meat, just package
187. 5:28it. You have to put You just change the
188. 5:29wrapper.
189. 5:30>> Okay.
190. 5:31So I'm framing it in a way of when you
191. 5:32have a client who comes to you with
192. 5:34these issues the issues that I help
193. 5:35with,
194. 5:36then
195. 5:37>> Yeah. And we wouldn't start the videos
196. 5:38that way. It'd be like, "So she slapped
197. 5:40her husband." And I was like, "Oh my
198. 5:41god, what's going on?" Okay, great. We
199. 5:42have a good hook. It's like, "So this
200. 5:44was a client that we had and this is the
201. 5:45situation." Right? Like You get what I'm
202. 5:47saying like just you still have to
203. 5:48follow the laws of content. It just has
204. 5:50to make it interesting. But then the
205. 5:51frame is all about what somebody who's
206. 5:53going to buy your thing would
207. 5:54experience. Cuz right now your marketing
208. 5:57right now as though you are a life
209. 5:58coach.
210. 5:59>> Yeah.
211. 5:59>> And so you're attracting life coach
212. 6:00clients. And I'll bet you if you sold
213. 6:01life coaching, which you probably get
214. 6:02tons of inquiries for.
215. 6:03>> Yeah, I do.
216. 6:04>> Right. You're doing perfect job for
217. 6:06marketing for customers, not for
218. 6:08business owners. So just take a half
219. 6:10step different frame of what are your
220. 6:12customers How are they experiencing your
221. 6:14concept?
222. 6:16You're teaching them how to deal with
223. 6:17this type of customer. So just frame it
224. 6:19that way.
225. 6:19>> Ah, I can, yeah.
226. 6:20And the other part of this, I know you
227. 6:22do the hotline where people ring up and
228. 6:24tell you the business issues. Do you
229. 6:26think it's a good idea for me to have
230. 6:27people ring up and tell me their life
231. 6:29problems that I've just
232. 6:31>> I think if you have life coaches ring
233. 6:32you up and talk about their clients, you
234. 6:33might have a better shot.
235. 6:35>> Okay. Do you think that's a worthwhile
236. 6:36idea for
237. 6:37>> Yeah.
238. 6:38Why not?
239. 6:39>> All right. Thank
240. 6:40>> Yeah, you got it.
241. 6:43>> [applause]
242. 6:46>> I will say if you get big enough though,
243. 6:48um a friend of mine had a $50 million a
244. 6:50year business doing what you do. And all
245. 6:53of her stuff was uh life coaching
246. 6:55related. But she was still like she
247. 6:57talked about money though a lot in part
248. 7:00of it's like part of life.
249. 7:02And so she's very open about talking
250. 7:03about money as where a lot of problems
251. 7:05come from. And so she would talk about
252. 7:08her certification as part of, you know,
253. 7:10her whole discussion. And so she had a
254. 7:11two-tiered setup where she had life
255. 7:13coaching clients. They changed their
256. 7:15lives and they said, "Man, I'd love to
257. 7:16do this for other people." and they got
258. 7:17certs. And that was what she did to
259. 7:19build her thing.
260. 7:20Yeah.
261. 7:21>> Yeah, yeah. Got to 50 million a year.
262. 7:22>> Yeah.
263. 7:23>> She's the biggest that I know of that
264. 7:24runs life coaching trainings.
265. 7:25>> Well, there's Tony. Yeah.
266. 7:26>> Yeah, apart from Tony, yeah.
267. 7:27>> Yeah.
268. 7:28I got you, don't worry.
269. 7:29>> [laughter]
270. 7:34>> She had a two-tiered model.
271. 7:37But you don't sell life coaching.
272. 7:39You only sell the cert.
273. 7:40>> I sell trainings.
274. 7:41>> Yeah.
275. 7:42>> [laughter]
276. 7:43>> I think if you were just going to sell
277. 7:45shirts, I would do what I said. If you
278. 7:46wanted to rejigger the whole business,
279. 7:47that would be a consideration.
280. 7:50If you're not getting as many leads as
281. 7:51you want and your business is demand
282. 7:52constrained, [music]
283. 7:53meaning you could service more customers
284. 7:55than you currently have, then this is
285. 7:56for you. So marketing is changing and I
286. 7:59think [music] ACQ tends to be on the
287. 8:00bleeding edge of the stuff. We certainly
288. 8:01spend the money
289. 8:03to do it, but we also build custom
290. 8:04software and we pay amazing vendors and
291. 8:06very expensive people to figure out the
292. 8:08system that we have right now and I want
293. 8:09to share it with you kind of open kimono
294. 8:10style. If you're not getting as many
295. 8:11leads as you want,
296. 8:13boy do I have the thing for you. Click
297. 8:14below, book a call and
298. 8:16hopefully I'll see you in Vegas.