If you are still sending DMs to strangers inviting them to join your upcoming bootcamp, you are following outdated methods of marketing that simply no longer work in 2019. And the people who ARE seeing success with this are doing so because they have very large networks of people who see them as an authority. When someone who follows them (and likely has for a long time) gets a message from them, they feel special and excited for the opportunity. But when someone who just started following you, and likely doesn’t consider you an authority gets a message from you, it feels spammy and like you just want to sell them something. The reason it works for them is they have spent years building themselves up as someone who is KNOWN for something. This same tactic simply doesn’t work for newer coaches (or lesser known ones) because you just don’t have the influence. Yet.
Now this is not to say that there isn’t a RIGHT way to DM your followers, and that is something I will get into later, but I promise cold inviting people to a paid opportunity is not the way to do it.
So if you aren’t DMing people, how do you make any money? Great question! The same way that 6 and 7 figure entrepreneurs are building their businesses online. I am going to teach you the proven strategies that leading entrepreneurs are using to build massive businesses, the same method that has enabled me to bring in consistent 10K+ months in my current business. And that is by building a community of people who know you, like you and trust you. By regularly and consistently bringing new people into your community, giving them actionable value that gets them results, and giving them an opportunity to work with you further, you will start making consistent income, and hitting all of your sales goals.
So the first step to this is getting clear on WHO you help. Choosing an ideal client isn’t as overwhelming or complicated as you maybe have made it in the past. It can seem daunting to pick just ONE person to serve, but you don’t have to pick just one person forever. As you grow and change, your ideal client will too. So how do you pick one to start.
1. If you are a new coach, or are not 100% certain of who you help or what value you have to give, I recommend helping people do something you are learning how to do. Are you learning how to follow a meal plan? Speak to people who want to learn how to follow a meal plan. Learning how to make time to workout? Speak to people who want to learn how to workout. Learning how to do something gives you credibility to help someone else learn how to do something. There is something to be said about locking arms with someone and going through something together. Pick one thing you are learning how to do, and decide that this is who you will be attracting as well.
2. If you’re beginning to be known for something, this is a perfect thing to pick. If you are the go-to-girl for meal prep, this is what people WANT to learn from you. It’s much easier to teach something you are known for doing well. Positioning yourself as the expert on something makes people want to learn it from you. Start sharing value and information around that topic, to start establish your authority.
3. If you are a well-established authority in your field, I recommend solidifying your role as an influencer by teaching people something new. Are you an expert on mindset? Workout modifications? Teaching people something adjacent to Beachbody but not specifically sourced from Beachbody establishes you as the expert, and someone they can trust and learn from.
But why should you narrow down? Isn’t getting specific going to exclude some people you COULD help? Yes, 100%. When you try to speak to everyone, you speak to no one. I know you’ve heard that before, but let me break this down for you. We live in a noisy social media world. How much time to do you spend scrolling through post after post mindlessly? We consume hundreds of thousands of pieces of information every day, so our brains have filters that help us figure out what we need to pay attention to, and what we don’t. We look for visual cues that something pertains to us, trigger words that make us keep reading, all without thinking about it.
When you use generic language, it doesn’t trigger anyone’s subconscious filter, so no one is reading it. Think about it. What percentage of the posts you SEE do you actually stop and READ? What makes you stop your scroll? What makes you think in that split second “I want to read more of this!” Often times we can’t pinpoint it specifically because it’s something that happens subconsciously. In order to get your posts seen, you have to hit the trigger points for your ideal client.
And by knowing WHO you help, you can start to speak to the results she deeply craves. People spend money when they see they can get the results that they want. At their core, people are selfish. Not in the way that they don’t care about other people, but that they care about what is in it for THEM. And especially when it comes to spending money, people spend money when they see it can benefit THEM. So when you are marketing yourself and your product or service, its important to come at it from the perspective of what is in it for THEM. You know this to be true because you registered for this training because of what you can learn to improve your business. When was the last time you bought a program or a training that you didn’t think would get you results? Probably never, right? Your people are the same way. Show them you can solve their problems, and they will be excited and ready to invest with you.
So lets start to nail down who your ideal client is, and how you can articulate that with social media. The first step is perfecting your “I help” statement. Not only will this serve as a great start to your Instagram bio, it will also give you a “north star” to follow when you ask if what you are posting is really attracting and serving the people you are hoping to help. Your “I help” statement consists of 3 parts.
I help (who you help)
Do (what specifically you are teaching her)
So that (the result she craves)
Crafting a statement with these three parts makes it crystal clear, for you and people who follow you, what you do and who you can help. So dig deep on this. Who is the person that you help? Like who is she? Is she an overwhelmed mom? Is she a heavily scheduled career woman? Make sure to only use words she would use to describe herself. You want her to instantly say “this is me!” not “Um, not sure if this applies to me…”. For example, my ideal client for this training is a struggling Beachbody coach. Can this training help all kinds of coaches and other business owners? Of course. But the person I am specifically speaking to is a struggling Beachbody coach, and when you saw my marketing for this, you knew right away that this was for you.
Secondly, what are you teaching her how to do, or how specifically are you helping her? This further helps you create content, so you know what topics you should focus on, but it also helps her decide if you are for her. If she is an overwhelmed mom, but she doesn’t need help meal planning, she knows this isn’t for her. When you are clear on what value you are providing and the people who consume it are clear that they need and want it, you end up with what I call “qualified leads”. These are not just people who maybe could be interested in what you have to offer, but are instead the right people with the right problem. By checking those two boxes, her likelihood to say “hell yes” to your offer goes way up because you KNOW she is someone who you can help, and has the problem you are solving. Make sense?
And lastly, speaking to what she wants, the result she craves. You will want to speak to this desired result and how you help people achieve it in your marketing, and your ideal client will know “yes! She can get me what I want!”. Don’t overthink this. This isn’t about promising weight loss or any kind of specific transformation, but by painting a picture of what her life will be like on the other side of working with you. If she followed the plan and applied everything you will teach her, what will she experience? What does she want? Is it more energy? Better fitting clothes? More confidence? Less overwhelm? A system for eating that doesn’t feel like a diet? Speak to what she wants (which you know because you know her. Tell her what she wants).
These 3 things together form your “I help” statement. For this training, my “I help” statement is “I help struggling Beachbody coaches finally ditch the DM rat race and establish a system for sales so she can bring in consistent income and hit SC every month with ease.
So let’s nail down your “I help” statement together. In the comments below, share who you help in laymen’s terms. Type it out so we can help you put it together. Then try your hand at an “I help” statement. Once you’ve posted, go through and read the other comments so we can help each other formulate stronger statements. I will be in the comments helping out too, but I want to see you try first.
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