success

Nobody likes a boring story

Nobody likes a boring story

Written By Dino Gomez

Want Hands On Mentorship to Grow Your Coaching Business? Book a Free Strategy Call With One of Our Scaling Experts. ​

Our scaling experts can help decide if you are a fit for one of our coaching programs. We have various programs for coaches are different experience levels in their business.

Transcription

So here’s something I find really fascinating.

 

And really, really awesome. This is a killer perspective. Guess what, you either learn or you earn. Right. Drop the L, right? You either learn or you earn. One or the other. When you take on that perspective and framework for anything you do related to business, wow. Business becomes super fun because what you can do is you can get creative and you can say, guess what? I’m going to try this out. I’ve never tried it before. I don’t know if it’s going to work. It wasn’t taught to me. Let me experiment here and then document what happens, okay? What happens if I do 30 days of TikToks in a row? Does my account grow? Is it a waste of time? Do I figure out what videos work? Do I figure out whether my audience is on the platform? Does it help me land a client? Or do I just decide, no, that platform is not for me. When you take that perspective, guys, growing your online coaching business and consulting business can be a ton of fun because you can take your audience on a journey and you are giving value to your audience by teaching them, this doesn’t work.

 

Or simultaneously, this did work. Alright? And so we’re going to blow the doors off of this one. We’re going to have a ton of fun. Let’s get going.

 

Hey, you guys, Dino Gomez here and you are listening to the Secrets of Coaching podcast, where we break down the nuances of growing a seven figure online coaching business. And we are about to get started in 3 2 1.

 

All right, so you either learn or you earn. So as you go about your day today, right, whether it’s Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, or Sunday evening or morning, when you are listening to this right now, it is 07:00 A.m. on a Tuesday morning. Just got done with a really nice beach walk with my mom and we both brought our dogs along. We got out there at 05:50 A.m.. We’re like the only ones on the beach. It was amazing. Really nice out, saw the sunrise, all the different things. Had a nice hour walk and talk and all the different things. But I want you guys to think about this. You either learn or you earn. All right? So what cool things can you do inside of your business? Think about this. If you feel like, oh my gosh, it’s just another day, another week, and this is getting boring, this is getting old. I feel like I feel pressure and stress. I need to do this certain thing. You can make business fun in a flash by just going, hey, what cool things should I try? That would be fun.

 

That would be an experiment. That would be different. That would be creative. And when you decide to actually do this experiment inside of your business. The key is in order to make this a learning experience and valuable to your audience. Because guess what? It can be valuable to your audience even if you fail. All right? As long as you document it and then you share what you learned. All right? Very fascinating. I look at the email open rates based on subject and topic, and some of our most opened and read and engaged with emails are ones where I talk about my failures. I go, hey, don’t do this. I totally mess this up. People find that fascinating. They go, okay, cool. Thank you, Dino. I will not do that. Thank you for sharing that with me. I don’t want to make that mistake as well. So people almost find that more fascinating than here is what to do. So when you understand that, guys, there is no such thing as failure as long as you document it. As long as you just say, hey, guys, guess what? I tried this launch. I tried this new style of launch where I did this weird thing and I tried this community aspect and this and this and this.

 

And guess what? It flopped. It was miserable. Here’s what I learned. Don’t do this. Don’t do this. This old way is better. People are going to be like, that’s super helpful. It doesn’t discredit you whatsoever because you’re able to say, hey, don’t do it like this. Here’s how I’m going to try it next time. And that’s really cool as well. That’s called future pacing. When you say, hey, guys, I just tried it like this. It didn’t work. Here the tweaks I’m going to make and how I’m going to approve for next time. Stay tuned. I’m going to take you on the journey and let you know the results of when I make these adjustments for next time. People find that awesome. They’re like, it’s like reading a book, watching a movie, right? Would you watch a nobody likes a boring story or a movie. Think about it. Would you watch a movie where the main character wakes up in a mansion with planes and Ferraris and perfect life on the beach or wherever it is? They have a perfect life. If the entire movie was their perfect life, you would get bored, right? There’s always like, no, there’s a problem.

 

There’s something that happens. There’s relationship issues. There’s health issues. There’s something that happens that makes it a story, right? And so nobody likes a boring story, so it’s okay if you fail to document it and share. Here’s what I learned. Here are the adjustments are going to make. Here’s what I recommend you doing. People are going to be like, oh, that was awesome. And it’s not going to discredit you of anything. They’re going to go, wow, this is really real and authentic. I want to be with a coach that’s learning, stretching, growing, testing new things, that’s one of the things I love to do is we’re always testing different things. I’ll tell you guys about my 30 days of tick talking because I do not like TikTok in terms of a creator platform. But I was like, you know what? It’s really blowing up. I should try this out. Let me see what happens if I make an effort to create as many videos as possible. The 30 day period, does my account grow? Is it worth my time or is it a platform? Not for me quite yet. So I’ll share those results with you guys.

 

But that’s the concept, guys. Nobody likes boring story. You either learn or you earn. So as you go about your day or as you look into tomorrow, you can look at it with a little gleam in your eye like, hey, what cool thing should I try out today? And guess what? It doesn’t even have to be related to business. It can be in other facets of life. Like, I’m going to try this other cool weird diet thing that I just researched. This will be kind of fun. And guess what? Even if you are in the business space, people love hearing what you’re doing outside of your business as well. So document the journey. Either learn or you earn. And now with that perspective, there’s no failure. It’s just a fun adventure and you get to take your audience and followers on this journey with you. That’s it for this episode, guys. See you guys tomorrow.

 

Hey, Dino Gomez here and if you enjoyed this, so be sure to head on over to the secretsofcoaching.com for more resources, downloads, videos, and cheatsheets to help you grow your online coaching business. All right. And if you picked up a cool tip or strategy from this particular episode, we would love a five-star review where every single month we choose one lucky winner to win access to one of our coaching programs. All right. So that is it for this episode. Guys, we will see you in the next one. Bye.

 

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No Engagement

No Engagement

Written By Dino Gomez

Want Hands On Mentorship to Grow Your Coaching Business? Book a Free Strategy Call With One of Our Scaling Experts. ​

Our scaling experts can help decide if you are a fit for one of our coaching programs. We have various programs for coaches are different experience levels in their business.

Transcription

I hear this question a lot. It goes like this, Dino, I don’t know what’s going on. How do I grow my audience? Why am I not getting any engagement whatsoever? This is normal I get like, at least, like, ten people that react to my content and just nobody has seen anything I’m posting right now. What do I do? I hear that one a lot. Or the other one I hear a lot is, hey, it’s just the same people commenting over and over again. What do I do? How do I reach more people? We’re going to dive into this one today.

 

This is a story of all about who am I. Hey, you guys, Dino Gomez here and you are listening to the Secrets of Coaching podcast, where we break down the nuances of growing a seven figure online coaching business. And we are about to get started in 3 2 1.

 

Why am I not getting any engagement? How do I grow my audience? Do I need to run ads to grow my audience? What do I have to do? Well, short answer is you do not need to run ads to grow your audience. One of the things we work on with our clients and a seven figure visionary is we show them how to grow their audience fast without running ads. Now, we do recommend running ads once you have a six figure business, that means all of your five Core Pillars are dialed in. Five Core Pillars being message marketing, offer sales, delivery. These are the five core components we help our clients with, because you need all of them firing for your business to grow. So if you’re wondering, why am I do know, I’m at three K a month. I have some clients, but I want more. What’s going on? It’s probably one of the five pillars is a little bit broken, needs tweaking, needs upgrading. So you’ve been able to land a couple of clients, but here’s why. You don’t have an abundant flow of clients consistently. So it’s one of those five Core Pillars.

 

Now, we help our clients with those things, and once they are at six figures, then we recommend ads so that they can reach more people and scale. So ads do one of two things. They make it very clear that something is broken. One of the five pillars is broken. If you turn on ads and you don’t have great messaging, you don’t have great marketing, you don’t have a great offer, you can’t close clients on the phone, or you don’t have a great funnel, you’re just going to waste money. So ads amplify the fact that you have something broken, or they amplify the fact that things are working and they make things work faster. All right? But with that said, you can grow your audience without running ads. All right? One of the things we help our clients with is doing just that. There are many different strategies that we use there, but one of which is partnering with individuals influencers, many influencers as well, that might already have an audience of ten or 15,000 so that we can leverage their audience strategically. So you can absolutely get into tactical ways to grow your audience and your reach.

 

But let’s talk about why you are not getting engagement on your content. Short answer is this it’s that it’s boring. All right, that’s a smack in the face. I’m going to be honest with you. I would rather be honest with you and have it help you then sugarcoat it. It’s because you sound like everyone else. Everyone else. If you are starting a post out. If somebody can read the first three sentences of your post or listen to the first three sentences of your video. And if they cannot tell how this is going to be any different than anything else. They’re not going to watch the rest of the video. They’re not going to comments. They are not going to read the post. And they’re definitely not going to comment or share the post as well. All right? So short answer is, it’s because you sound like everyone else. Which brings us to the next question then, right? Which is the next follow up question I hear after that? Well, do you know, how do I not be boring? How do I stand out? A couple of things you can do. Stories work amazing. People love a good story.

 

That’s what a book, that’s what a movie is. So stories work fantastic. But really what you really want to do is focus more on your message, right? Messaging. So I have a very different look on messaging than most coaches do. Most coaches go, oh, messaging is that I help statement, right? I help. Women do without. They think it’s that just I help statement. I think that’s where it begins. That’s where messaging begins. That is not what messaging is. It’s just being able to recite a sentence of who you help. That’s where it begins. Real messaging is how you communicate that you understand your prospect and that you can help them in a unique way. That’s what real messaging is. It is every piece of marketing material, video and or written format, emails, Instagram, post, TikTok reels, whatever it is, all of that’s your message, all of that comprises and represents what you do and your unique value proposition. So this goes back into messaging. The reason your content is not getting much engagement is because it’s not unique enough. All right? So you need to sit down and go, okay, how am I unique? What are my core beliefs?

 

What do I stand for? Stand against? And then you need to get loud about those things. For us, we’re very loud about mini workshops. We help all of our clients employ our mini workshop method as their primary marketing vehicle conversion mechanism to consistently land clients one little mini workshop. Whenever you want to land new clients, boom. Follow this certain method, it’s going to be a very unique workshop compared to anything else online. People are going to be like, wow, that was an awesome workshop, and they’re going to get a ton of value from it, and they’re going to want to work with you afterwards following our framework. So that is a part of our messaging as we talk about mini workshops and how this is vastly different than what everybody else is recommending. So that makes us stand out a lot because we’ve coined and actually trademarked that phrase mini workshop method. And so that is kind of one of our unique messaging styles. We also have the five pillars that we talk about quite a bit and how your business operates as a machine holistically that you cannot just focus on being good at sales.

 

You cannot just focus on having great branding. You really need all things working nicely and succinctly, which is why we help our clients with all of those things, is because they all actually matter. And so we have dialed in our unique messaging. Our unique messaging extends to our ability to put ourselves in our prospects shoes. So if you want a quick surefire way today, you’re like, tell me something right now that I can go take online and see it in action, see it working. It’s this. Ask yourself, what common questions do I receive from clients and or prospects? And then create a piece of content around that. Notice that the title of this podcast is why am I not getting engagement? It’s probably what you’re thinking or you have experienced before. So I’m literally employing this with this podcast episode by going, hey, what is my audience thinking and feeling right now? What would be helpful to them? How can I put myself in their shoes? They’re probably thinking, how do I get more engagement, more reach? All right, cool. Let me do a podcast episode about that. That is messaging. The question I have for you is can you do the exact same thing?

 

Can you ask yourself, what is my audience thinking and feeling right now? And that changes on a weekly basis. It changes in seasonality, fall, winter, summer, spring, start of the new year. What is your audience thinking and feeling? Can you answer that? If so, you will build a ton of connection and watch how your engagement skyrockets. That’s one of many cool messaging strategies. Don’t want to overwhelm you. Focus on that one for today and go get them guys. We will see you guys tomorrow. Hope this was super helpful.

 

Hey, Dino Gomez here and if you enjoyed this, so be sure to head on over to the secretsofcoaching.com for more resources, downloads, videos, and cheatsheets to help you grow your online coaching business. All right. And if you picked up a cool tip or strategy from this particular episode, we would love a five-star review where every single month we choose one lucky winner to win access to one of our coaching programs. All right. So that is it for this episode. Guys, we will see you in the next one. Bye.

 

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How To Hit Your 12 Month Goals [Do This Not That]

Energy is the currency 

Why do they have better results

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How to Raise your Prices

How to Raise your Prices

Written By Dino Gomez

Want Hands On Mentorship to Grow Your Coaching Business? Book a Free Strategy Call With One of Our Scaling Experts. ​

Our scaling experts can help decide if you are a fit for one of our coaching programs. We have various programs for coaches are different experience levels in their business.

Transcription

In today’s episode, we’re going to talk about how to raise your prices without losing customers. Let’s go.

Hey, you guys, Dino Gomez here and you are listening to the Secrets of Coaching podcast, where we break down the nuances of growing a seven-figure online coaching business. And we are about to get started in 3 2 1.

All right, guys, it is 07:00 A.m. I have a few moments here before I lead a mastermind call for the seven-figure visionaries. Today, we’re going over copywriting techniques and strategies on that particular call, but I want to talk to you guys today first and foremost, about how to raise your prices without losing clients. All right? And so I’m going to tell you guys a quick story. If I go way back in time, and this was three years ago, four years ago, I joined a program, and my coach said to me at the time, I was charging $500 for an online course. And it was more a course at that point in time rather than like, a mastermind rather than an actual coaching program. I would call it more of a course. Most of it was done in the format of going through the video training with a Facebook group. So there weren’t, like, one on one calls. They weren’t like, group coaching calls or support calls. It was really just video training and asking questions in the Facebook group. That was the format. Low ticket, $500. So that was like, the format, and dove into this program because I wanted to raise my prices.

I wanted to create a better program. I wanted to become more profitable. One of the very first things that my coach said is, hey, you need to raise your prices to $3,000. And it was very finite. Like, it has to be $3,000. And here is why. The explanation was if you want to grow your profitability if you want to build a team, if you want to provide better support and coaching to your clients, you need more revenue. You need more profit margins to be able to do so. I looked at that, and also, it’s like if you want to actually grow and be able to have the margins to run paid ads so you can reach more people, so you can help more people, so you can become more profitable simultaneously and together, then you have to charge $3,000, because otherwise, you won’t have the margins there. I looked at this, and I was like, okay, I understand why it has to happen. That was kind of like, step one is like, okay, I understand now the economics of this, of why it has to be this way. And so then the next piece was like, the mindset piece.

What do I really think about this? So what I did from a framework perspective, right? And that’s a big leap. It wasn’t like, double your prices from 500 to 1000. It was like six x your prices, you have to be at $3,000. And so that’s a huge leap. So I was excited every time a $500 client came on board. But then to digest $3,000.06 times the price initially imposter syndrome like, no, I’m not sure if I can do this. Who’s going to want to pay $3,000? Do people even have $3,000 for a mentor or a coach? What if nobody pays? All the what-ifs, right? And when you are faced with the what-if dialogue in your mind, one of my favorite things to do is to play into it. That’s one of the easiest ways to dismantle a fear or a limiting belief that you have is to actually play into it. So if you’re asking yourself, what if this goes wrong? Continue to play it out. What if it does go wrong? Does the world stop? Does everything fall apart in your life? What would you do if you raise your prices and nobody bought?

You’d probably figure out a way to make your offer better, to add more to your offer to justify the price. You could lower your price back down. Nobody has bought at your increased price point, so nobody is going to be upset that you are dropping your prices. Like, you have a lot of options, right? You could get somebody to sell for you that’s better at sales and that can convert at that higher price point. Or you might just be getting studying sales so that you can convert at that higher price point. You have a ton of options if for some reason it didn’t work. So as I sat there and I was like, okay, $3,000, what if nobody buys? And then I was like, okay, what if nobody buys? And then I went through, what would I do in that situation? If I was just dropped into that situation and had to work my way out, would I be able to do it? I was like, Yeah, I have a ton of options. I can get better at sales. I could hire somebody that’s good at sales. I could make the offer better. I can make the service better.

In Our marketing, we could probably fine-tune to attract more of the audience and buyers who want to spend that type of money on themselves. There are so many options. I was like, Oh, I have a ton of options. If this doesn’t work, now, I can relax and actually go for it and do this right. And so the first thing after that was upgrading my offer and upgrading the program. So I went and recorded a bunch of new training modules and case studies and different things. And then I was like, okay, now we’re going to start providing twice-weekly group coaching calls. So it’s no longer a course. It’s a program where there’s going to be live coaching calls that clients can attend and get feedback, get support, have a good strategy, and have mindset stuff. So the offer increased from just being like a video training to no, now it’s the actual video training. The video training was updated. It’s even better now. There are twice-weekly live coaching calls. We also added a kick-off call, a one-on-one kick-off call. We added a one-on-one strategy call that you can use at any point in time.

So we literally made the actual offer that much stronger. And then now all of a sudden, my confidence level is raising that okay, now I felt good. That $3,000 price point would be an amazing deal. And then I looked at client results, and I was like, the client results are insane. And I started wrapping my head around that, and I was like, Okay, this would make sense from an ROI perspective as well. And so all those things happened, and then it was time to raise the price, right? And so then I decided that at this point, it was self-checkout. When you have a product that’s low ticket right under $1,000 or under $500, normally you can do self-checkout. And that’s how people would enroll. There’s not a sales conversation needed. You can actually sell high tickets at self-checkout. It just depends where you sit in the industry and where you sit with your audience if there’s enough authority built, right? I’ve seen self-checkout for $100,000 Masterminds. Like, you don’t even talk to somebody before you pay $100,000. But the individual is such a huge influencer. There’s a level of trust there.

So generally speaking, right, you do self-checkout when it’s a little bit less expensive, and you do create more opportunities for yourself if you do sales calls because people can have their questions answered and objections handled. So anyways, at $500, it was self-checkout. Now, to go into $3,000, I was like, Okay, we should actually do sales calls so we can answer people’s questions. And again, whether you should do sales calls based on your price point is based on your target audience and how much authority you have. There are different buying audiences that wouldn’t necessarily need a sales call even at a $30,000 price point because of that audience, because of who you’re speaking to. So you need to know where you sit in the marketplace. But at $3,000 to the particular audience, we were marketing to, I was like, they’re going to want to talk to somebody before they buy. So we needed to do sales calls. So that meant I needed to start making sales calls first and foremost before I actually hired a sales team member, a sales rep for our team, all right? Because first you want to prove that you can do it yourself, and then you also want to record those calls so that they can become training material for your sales rep.

They can learn your style of sales and how you answer questions about your program and your coaching. So I remember taking those first few sales calls and being nervous, because now all of a sudden, I’m, like, pitching this $3,000 program, and so I’m super nervous. And again, I had the what-if thing going through my head, but I’d already worked that out. So anytime the what if pops up, again, if you’ve already worked it out in your head, you can remind yourself, no, it would be fine. Here’s what I would do afterward, right? So, again, no matter what it is, what if I launched my coaching business? Do you know, and it doesn’t work out? Well, you tell me what if. What would you do next? Or then? Would you get better at coaching? Would you get better at sales? Would you get better at client attraction? Would you give up? Would you go get a job? What would you do? Ask yourself what if and play it out. And then the next time that pops into your head, right? I already worked that one out. I’ll deal with that when I get there. But I know that there are solutions and opportunities and other things I can do afterward, which is awesome.

Okay? So that’s what I did. I’m getting ready for that first sales call, and I’m a little bit nervous because I’m doing first-time selling at the $3,000 price point. And again, our program is now upgraded. We have a lot more than we’re bringing to the table in terms of value. And so I go through the entire offer. The person actually, purchased it on the spot. I remember I dropped the price, and they sat there, and they go, okay, and they’re thinking about it, and I’m just allowing them to think about it. And again, I’m like on pins and needles, like, what’s going to happen here? And they said yes, and they closed. And so I tried to act cool and calm and collect, and what I did next is this is a big one for you guys, is that I knew exactly how to onboard them, right? So they said yes on the call. I was, okay, let’s process your credit card. We did that. And actually, we have a cool onboarding strategy for new clients that our clients afterward turn around and use. But I was like, okay, let’s get you all on-boarded.

And boom, we get him on boarded. And his name was Doug, and I won’t forget his name because it was the first close at that new price point, right? And after the words, I’m dancing around the room, I’m, like, amazed. All these I’m just super excited, and my mind had just exploded because now I realize, wow, this entire time, we could have been charging six times as much, right? What it would have taken to generate $3,000 in revenue. It would have taken me it would have taken six clients to come in at $500 for that one $3,000 client. But now, to this day, this was about four years ago with my first ever program. To this day, I remember the gentleman’s first name. His name is Doug, and I won’t say reveal his last name, but I remember his name. I’ll never forget him because of that and because he was a client, not a customer. Now, right, at $500, it’s more like you’re a customer. At $3,000, you’re a client. So now I know him by first name. I had several one on one calls with him. He joined our program, and it was only one sale.

And what’s interesting, right as we talk about seven figure visionaries here, that’s what you need to strive for per day is if you want a million dollar business, it’s $3,000. You make $3,000 a day. A little bit under, it’s closer to like, $2,700, but essentially strive for $3,000 a day. So if you can create a coaching program that is valued or is worth right, $3,000, if that’s your price point, if you can get yourself to $3,000, then all you have to focus on is, okay, I just need to close one client per day, and I will have a $90,000 month, which is well over a seven figure run rate. You do that every single month, you’re going to make well over a million dollars in that calendar year. So now I’m like, okay, cool, this is proven. Did that a few more times. I didn’t like the next four or five sales calls. I think maybe we closed two or three out of the next five. So it’s not like a perfect close ratio. I wasn’t expecting that. But nonetheless, right. It would have taken six times as many customers to equal that one client.

And now I knew him by first name, and now I got to develop a relationship with them. And now they got a way more support that they needed to get better results. It created this win win situation. They were super happy with the level of support in the program because it was getting them to where they wanted to be. I was super happy. And now I was able to hire team members to provide even more support and expertise and even more one on one calls and even more group coaching calls, and everything started to explode. And so if you’re asking yourself, do.

You know, how do I raise my prices?

Oh, my gosh. I think if I started out as a coach right now, or you already have a coaching business, I want to raise my prices to ten grand or whatever it might be. If you’re wondering if you can do that, first think about number one. How do I upgrade my offer to justify that higher price tag? What would need to change? Or is everything already set? You could be under pricing yourself. Do I need to change anything? And what I recommend doing is stacking the deck. So in other words, make yourself so confident in your offer right that confidence radiates from you in terms of the value. That the value exchange that you’re providing to the market. So if you need to stack on ten oneonone calls to feel confident raising your prices, do so. Stack ten one on one calls on and sell at the higher price point. And with extreme confidence that this is a screaming deal, do that. Get yourself energetically, super excited and confident to sell at the higher price point. Upgrade your program if you need to. Add in more coaching calls and support and then raise your prices.

And when that little bit of self doubt kicks in, just remember this when you say to yourself what if, play it out. What if? And what would you do if things went terribly wrong and you’ll see that it probably isn’t as terrible as you expected. So the lesson here, guys, is number one, this is how you raise your prices. But then number two, play the what if out. And when you do, you realize you have a lot more to gain than you do to lose. If you go for it, whatever that might be in your business and in your life, things that you want, all right? Go after it. Because the what if it goes wrong is normally very minimal compared to the what if it actually works normally, that’s absolutely massive.

Hey Dino, Gomez here and if you enjoyed this, so be sure to head on over to the secretsofcoaching.com for more resources, downloads, videos and cheatsheets to help you grow your online coaching business. All right. And if you picked up a cool tip or strategy from this particular episode, we would love a five star review where every single month we choose one lucky winner to win access to one of our coaching programs. All right. So that is it for this episode. Guys, we will see you in the next one. Bye.

 

Related Episodes:

How To Hit Your 12 Month Goals [Do This Not That]

Energy is the currency 

RECENT ARTICLES

How To Raise Your Prices Without Losing Clients [For Coaches & Course Creators]

How much Money Can New Coaches Make? $22,500 Case STudy.

4 Words Changed an Industry

4 Words Changed an Industry

Written By Dino Gomez

Want Hands On Mentorship to Grow Your Coaching Business? Book a Free Strategy Call With One of Our Scaling Experts. ​

Our scaling experts can help decide if you are a fit for one of our coaching programs. We have various programs for coaches are different experience levels in their business.

Transcription

Four words changed a billion-dollar industry. Four words. Alright, this is called and the strategy, the marketing strategy here is how to deposition your competition. Four words literally changed a billion-dollar industry. I’m going to tell you what bud light did to absolutely change the beer game forever. Let’s dive into this now.

Hey, you guys, Dino Gomez here and you are listening to the Secrets of Coaching podcast, where we break down the nuances of growing a seven-figure online coaching business. And we are about to get started in 3 2 1.

Dino Gomez here. Hope you guys are having an awesome Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, or Sunday. Hope it’s an incredible day filled with just lots of good things. Soak it all in those words of encouragement for the day. Make it a freaking awesome day. But today, I want to tell you guys something really cool I learned recently I was sitting down with an industry friend, Marty Marion, who is legitimately the real-life madman. If anybody has ever seen that popular show, I think it’s on Netflix. I didn’t watch too much of it, but now maybe I have to. It’s called a madman. I’ve seen a few episodes, but it’s about an ad agency, right? And Marty worked as a consultant for one of the world’s largest ad agencies about 30 years ago and it was in downtown New York. And he was called in as a consultant and he was working for this ad agency. And the ad agency has these billion-dollar brands. All of the household brands would go to this ad agency because they were the absolute best. And Marty would weigh in. From a marketing perspective, is this a good decision or a bad decision?

A smart branding move or not? And so I sat down with Marty recently and he was telling me one of the coolest marketing stories I’ve ever heard, which I am going to reshare with you guys here, which is this 19 bud light ran a super bowl commercial campaign. And in that campaign, what their primary marketing message was, was composed of four words. Bud light in the super bowl, during the super bowl game, runs a series of television commercials and their marketing angle was around four words. And these four words changed the beer industry overnight. Think about four words making that big of a difference. Well, the words make a big difference. So here’s what bud lights said in their commercial. They showed people hanging out, holding a bud light, having a good time, like you normally see in those commercials. And at the end of the commercial, bud light said these four words brewed without corn syrup. That’s all they said, four words brewed without corn syrup. And it’s interesting, right? Because if I were to ask you guys, do you think corn syrup is healthy for you or unhealthy for you? Most of us know corn syrup is unhealthy for you, all right?

So bud light comes out and they say brewed without corn syrup, that their beers are brewed without corn syrup. Now, with those four words, a ton happened because you can imagine this. This is brilliant marketing, just genius. You can imagine this. People are sitting around drinking their beer, watching the super bowl, and imagine you are drinking beer, eating nachos, watching the super bowl with friends or family. And then you see that commercial, and Bud light says, we’re brewed without corn syrup. Now, if you’re holding a coors light, a Miller light, an IPA, or anything else, any other type of beer, a Corona, and you see Bud light saying, hey, we’re brewed without corn syrup, you’re going to all of a sudden look at your hand, and you’re going to look at the beer you’re holding, and you’re going to be like, what type of ingredients are in the beer that I’m drinking right now? Right? And you’re going to start to wonder, well, is the beer I’m drinking brewed with corn syrup? And so instantly, what bud light did with four words, those four words being brewed without corn syrup, they’re basically saying, hey, we have no corn syrup in our beer.

All the beer drinkers that are watching the biggest sports game on planet earth are now all of a sudden skeptical of the beer that they’re drinking because it might be brewed with corn syrup. All right? As Marty explained to me, because he is just one of the world’s best branding experts, he explained to me that this is called depositioning. So it’s about positioning yourself ahead of the competition. And with those four words, bud light effectively depositioned all of their competition almost overnight. So much so that corona sued Bud light for a ton of money, all right? So Corona felt the effects of those four words so much that they sued Bud light for defamation. I can’t even pronounce that word. But they sued Bud light saying, hey, you said bad things about us. Bud light did this perfectly, right? They didn’t mention corona. They didn’t say corona is brewed with corn syrup. They didn’t say Miller light is brewed with corn syrup. They didn’t say something else is brewed with corn syrup. They just said, hey, we are not brewed with corn syrup. And instantly, all the beer drinkers are like, holy crap. Is there corn syrup and these beers I’m drinking?

So as Marty explains, this is called depositioning. And just one of the coolest concepts ever, right? So people are now worried about the beer that they’re drinking. And it was such a big deal that on Twitter, which is normally where these big brands come back and forth at each other. So what happened is Miller light instantly responded, and Miller light’s response was actually just as witty. Miller light responded. Their PR team responded real fast on Twitter, and Miller light came back out and they said publicly, don’t forget, we’re twice the taste and half the carbs of our competition. And that was a great response from Miller Light. So basically, Miller Light, in a roundabout way, was saying, yeah, there might be some corn syrup in our beer, but we’re twice the taste and half the calories, is what Miller Light said, or half the carbs. It was either half the carbs or half the calories. So in other words, what Miller Light is saying is, hey, take your pick beer drinkers. You can either go with Bud Lights beer that doesn’t have corn syrup, or you can go with our beer that has half the calories and twice the taste.

And so now, legitimately, right? It’s like a conversation. It’s like, which do you prefer? Do you prefer something that might not have the healthiest ingredients, but do you prefer something that might not have the healthiest ingredients, but it has less calories, so you’ll look better? Or do you prefer going with something that’s all-natural, but it’s a little bit more unhealthy for you? So you kind of have a pick there, but nonetheless right, but, like, did super well with that marketing campaign that, again, it created lawsuits against them because it was such a strong marketing angle, and a lot of people switched over to Bud Light or otherwise started choosing other beers that were brewed without corn syrup just because of those four words. And so, again, this strategy in this marketing angle, it’s called depositioning, where you change your market positioning. And so the questions that Marty pointed out when I was sitting down with him is he goes, you want to always understand where you sit in the marketplace. Right? So what can you say that you offer that your competition doesn’t? So, in other words, you need to study your competition. If I ask you, when was the last time you sat down and studied your Epic Umar competition, what would your answer be?

Have you ever considered that? And you want to understand, okay, if you provide one on one coaching calls and your competition doesn’t, you should probably have that somewhere in your marketing or in your messaging or on your website, in your funnel somewhere, right. Because that is a strength that you have. If your competition is doing something that is not good, you probably want to shed light to that, that, hey, you have a more efficient way, a safer way, a faster way to get your clients results, but you need to understand your strengths and your competition weaknesses, and you want to shed light on that without mentioning your competitors names, right? So when it comes to branding and marketing, never mention a competitor’s brand or an individual’s first name. It doesn’t have to be it doesn’t have to be in a personal attack or a personal brand attack in terms of your marketing angle and message. But what you can say is, here’s how we’re better or we do something without using this tactic or the solution that you may be against. And so that’s all that marketing is, no matter regardless of industry. It’s just how you position yourself as the best solution to a particular audience, because your audience you share, your target audience is shared.

Your competition is marketing to the same audience. So what your objective is, is to say, hey, here’s why you should choose us over the competition. Here’s what our strengths are, so that your target audience can say, we like that more than the competitors alternative solution. And so that’s ultimately what marketing is. So next time you’re going to buy something and you’re looking at several options, ask yourself, why did I choose this one over the other one? And analyze the marketing. The more you analyze these different marketing angles, the better you will be at creating your own angle and your own messaging in the marketplace that stands out, and that calls in those ideal target fit clients. All right? So remember, guys, words make a difference. Words are what compose your messaging. And one of the things you want to ask yourself is, what are my strengths? What are my weaknesses as compared to my competition? And how can I craft a unique marketing message around that?

Hey Dino, Gomez here and if you enjoyed this, so be sure to head on over to the secretsofcoaching.com for more resources, downloads, videos and cheatsheets to help you grow your online coaching business. All right. And if you picked up a cool tip or strategy from this particular episode, we would love a five star review where every single month we choose one lucky winner to win access to one of our coaching programs. All right. So that is it for this episode. Guys, we will see you in the next one. Bye.

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1 Connection Platform, 1 Evergreen

1 Connection Platform, 1 Evergreen

Written By Dino Gomez

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Transcription

Do you have a connection platform and do you have an evergreen platform? This is in regards to your marketing. Do you have a short term marketing solution as well as a long term marketing solution?

We’re going to be talking about this one today.

Hey, you guys, Dino Gomez here and you are listening to the Secrets of Coaching podcast, where we break down the nuances of growing a seven figure online coaching business. And we are about to get started in 3 2 1.

What’s going on, Visionaries?

Welcome back to another episode.

Hope you guys are having a marvelous day so far. It is a great day and time and age and era to be alive.

So much information right at our fingertips. It is awesome. It is awesome. I was just thinking about that the other day. There’s some cool books I’m reading and they were $8 books that somebody spent years writing with all of these cool stories and life lessons for $8. We didn’t used to get that type of information at that affordability and access in the past when there was prior to books being available, it would be very hard to get that type of information from somebody that you’re not sitting down with presently. So this is really cool, right? If you guys are listening to this right now, you’re getting access to information and things for free while you’re doing something else with maybe you’re driving right now. Maybe you’re cooking right now. Maybe you’re in the gym right now. That’s so awesome. So I feel like we’re super fortunate and blessed for the era that we live in. There’s infinite possibilities. But I want to talk about your.

Marketing for a second.

The question I want to present to you is, do you have a short term and a long term marketing strategy? All right. Crap. Do you know? I’m not sure. I have a long term one, and that’s okay. That’s normal. Let’s fix that. Right. Let’s set you guys up for not even just short term success. I know everybody wants to be rich yesterday, but you have options. You can get rich maybe, or you can get rich for sure. And guess what? Get rich for sure is kind of like you’re always going to win. So you do want to also play the long term game as well as the short term game, right? In golf, there’s the two different types. There’s the driving and then there’s the putting. Those are two different things. But if you’re not proficient at both, you’re not going to be a great golfer. You have to be able to drive the ball to the green. And then from the green, you have to be able to knock it in the hole. And so this is something that we’ve been going over with our visionaries inside of seven figure visionary or mastermind. And we have brand new training on all of this that has just rolled out that we’re super pumped about.

But what we’re really focusing on here is helping all of our clients have both a short term and long term marketing vision. And the way we look at this from a marketing platform perspective is you need to be on at least one connection platform, and you need to have at least one evergreen marketing platform as well.

All right?

So we call them connection platforms and evergreen platforms. All right, so, Dina, what’s the difference? What are these things? A connection platform is what we view as a platform where it’s very easy for a potential client to generate a conversation with you immediately.

All right?

So they could, like private message you. They could drop a comment on your Facebook page or Instagram. They could start a conversation with you. They can ask you questions. They can inquire about services. It’s very easy for them to connect with you. So I call those connection platforms. All right, so connection platforms would be things like Facebook. It’s very easy to friend, request somebody, message them, leave them a comment, join their Facebook group. It’s very easy to connect with people personally. You can immediately start a conversation in real time so that Facebook would be one. Instagram is another. You can send private messages there. You can drop comments on people’s posts and content there. Instagram is another one. Another connection platform would be something like LinkedIn, same thing. Immediately connect. You can immediately inbox. You can immediately drop a comment on somebody’s content and say, hey, I want to work with you. Or you can start a conversation. We want to partner up or something like that. There’s a lot of things that can happen, but connections can be made very quickly. Conversations can start and develop very fast. So you need to have at least one connection platform.

All right? Now, the connection platform serves two purposes. One, it allows your audience to actually connect with you. Right? That’s big. If your audience wants to work with.

You but can’t get in touch with you, guess what?

You’re not going to win clients, right? There has to be a way for your clients to connect with you.

All right?

And so you have to have at least one connection platform. Think Facebook, Instagram or LinkedIn.

Right?

If you have the time and resources to be on multiple, that’s fantastic. But you need at least one. And we recommend starting with just one and putting all of your efforts there so that you really grow that platform. It also makes it easier for you to say when people are like, how do I connect with you? You can say, here’s my Instagram or here’s my Facebook, because that’s primarily where you are. All right? As you grow, you can add in more connection platforms. All right? But you need at least one connection platform, and then you need at least one evergreen platform. Do you know what’s an evergreen platform? We’ll think evergreen content. This is content that can be accessed years later. So it’s always available. So in other words, on Facebook, you write a post or you do a Facebook Live a video, and then it falls off the timeline feed right after about 48 hours. And then it’s hard for people to find. And so that content is kind of like disappearing content. Evergreen content is our platforms where people can always find your content years and years later. So evergreen platforms would be like this one, podcasting.

People will be able to listen to this podcast for years and years, if not decades to come. And I try and release podcast episodes that will always be relevant based on when people listen to this. All right, so there’s evergreen content. I’m sorry, there’s podcasting as an evergreen platform. There’s YouTube really love YouTube as well, because every single day my YouTube channel gets 100 new views or 200 new views. And I didn’t even release a YouTube video today. Right. It’s racking up more and more views. It’s building more exposure. It’s building more trust and connection. It’s giving value out to the market while I sleep. All right, so evergreen platforms are working for you while you sleep. When you listen to this podcast episode, it’s been recorded already, and you might listen to it several times over and over again. Right. But I’m not there per se. I did it once and it’s serving ongoing forever. All right, so podcasting is a great platform. We look at YouTube as a great platform. Tik Tok can now be considered evergreen as well. Those videos will exist on your profile for a long time. The videos don’t float off your profile.

I don’t think TikTok is as evergreen as, like podcasting or YouTube, but I can consider that like an evergreen platform. And so you want to be on at least one evergreen platform. Now, the evergreen platforms, generally speaking, outside of TikTok things like YouTube and podcasting, they are harder to grow. It’s easier to gain more followers and more connections faster on connection platforms because they are designed to connect so you will naturally connect easier. But in other words, on these evergreen platforms, it’s hard to have instant dialog and conversations. Like, right now, you’re listening to this and you’re doing something else. But we can’t talk back and forth as we could on a connection platform because this is an evergreen platform. However, this will always serve in us building a relationship and us providing value to the market. Right. And so what the strategy becomes then is you have your evergreen platform. You know, it’s going to take longer to build, but it’s always going to work for you while you sleep. All right, again, that could be podcasting or most likely like YouTube. And you build content on those platforms, you’re not expecting instant results from them.

But again, you’re playing the long game here. And as you build those platforms because they are more challenging to build. The more you are consistent with them, the more it’s going to end up serving you because there is this snowball effect to it. All right. And so like a YouTube channel, it’s really hard to get to your 1st 1000 subscribers. But after you get to 5000 subscribers, your channel starts growing much more rapidly. And then when you get to 25,000, it’s really growing fast because you have so many more videos on your channel that are racking up impressions for you. So the strategy ultimately is you’re giving value knowing that it’s a long term play on your evergreen platforms.


And then what you do is with that content, with that podcast episode or with that YouTube video, you take that over to your connection platforms. All right. So we’re going to take this podcast and it’s going to go out to go out to our email list. We’ll talk about email marketing in another episode. But building your email list is critical as well. But it’s going to go out to our email list. It’s going to go out to our social media channels. It’s going to go out to our connection platforms. This will be posted on Facebook and check out the new podcast episode. It will be posted on LinkedIn. Check out the new podcast episode. It’ll be perhaps posted on Instagram as well. But you take your evergreen content and you distribute it through the connection platforms.


This is how you grow your evergreen marketing channels. Your podcast or YouTube channel is you use the connection platforms to drive traffic and more viewers to it so that you gain more subscribers on your podcast or on YouTube. And then also you’re creating conversation on the connection platforms. You’re adding more value on Facebook, right. And on LinkedIn. And I share this podcast episode on Facebook and LinkedIn. People will listen to it. Hopefully, they will like it and go, thank you for that value. And now we’re building more of a relationship there, right? We can even talk about it. They can even comment, that was a great episode or that episode sucked. Do you know what are you doing? But at least there’s a conversation going. So that is the strategy there that you want to ask yourself, what is my short-term marketing strategy and what is my long-term marketing strategy? You want to have both. All right.

And so if you don’t have your evergreen marketing strategy, look at podcasting or look at creating a YouTube channel, those are the two evergreen platforms I like the most.

And start thinking about how can I get this launched? And of course, if you need help doing that, that’s one of the many things we do inside a seven figure visionary. But I wanted to share that with you guys because I want to help you guys, not just in the short term, but in the long term as well. So what is my evergreen marketing platform and which one is my audience most likely? On? Which one should I be putting spending the most time on and giving value in that regard? Is that channel podcasting or is that YouTube? Is it both start with one as it’s easier to manage because it’s better to double down on one and have it grow faster.

Hey Dino Gomez here and if you enjoyed this, so be sure to head on over to the secretsofcoaching.com for more resources, downloads, videos and cheatsheets to help you grow your online coaching business. All right. And if you picked up a cool tip or strategy from this particular episode, we would love a five-star review where every single month we choose one lucky winner to win access to one of our coaching programs. All right. So that is it for this episode. Guys, we will see you in the next one. Bye.

 

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