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How to Create Authentic Conversions That Lead to More Money By Simply Having More Authentic Conversations

Uncategorized Jun 18, 2019

How to Create Authentic Conversions That Lead to More Money By Simply Having More Authentic Conversations.

Here they are, you ready?

What are authentic conversations when it comes to your business, content, emails, posting, etc.

  1. Being vulnerable and transparent and not trying to portray this image of perfection.
  2. Fully disclosing the things that are hardest to share for yourself.
  3. Not doing what everyone else is doing also because everyone is sharing fitness advice and tips and everyone is sharing nutrition stuff.
  4. Being controversial and calling out things
  5. Being clear on the things that you stand for and against.
  6. Being polarizing and not being afraid of upsetting people.
  7. Not giving a crap about negative feedback and things like that.
  8. Actually looking to say I am for some people and I am not for other people and that’s okay.
  9. Saying what’s on your heart and mind so you can attract the people that you want.

So many people avoid this because they are afraid of repel marketing. Repel marketing is where you create a distinct message and voice that keeps the people you don’t want out, and draws the people you do want in.

You don’t need everyone to build a lucrative income, you just need the right people.

You’re goal in business it too always keep finding your right people so that you can build a tribe and be at the center of that and then serve that audience well.

If you do that you will grow a business you love. With people you love. With a bank account you love.

Now enjoy the full transcript below and dig into it!


Vito:

All right. Hey everyone welcome to another episode The FitnessPreneurs’s Life where I have potentially what could end up becoming one of my favorite guests because she’s a massive Pearl Jam fan.

Right away that shoots everybody to the top of the freaking ranks in life. Because that means the person really gets this world and humanity and living a freaking good life, which is why I’m so excited to have Nicole Spencer, creator of the authentic conversions.

Now check this out. Just listen to this people. What is authentic conversions about? It’s about how to build powerful connections so you grow organically, get more referrals, retain more clients and dramatically increase your revenue with integrity and authenticity.

Who don’t want that? Who does not want that? I don’t know. That is just good copy. Good freaking mission. Good message girl. Popped to have you on the show.

Nicole Spencer:

Thank you so much for having me. I’m so excited to be here with you today and I appreciate the invitation.

Vito:

Absolutely. Here’s what I love kicking right off with because I don’t want to ever assume anybody knows anybody and whatnot. What I love most especially when you got somebody that’s so interesting as yourself that I know you were a bootcamp owner, worked at NPE did all these things but now here you are with this personal brand teaching authentic conversions. Sometimes it’s just that journey that’s the most interesting so that somebody can be asking the question to me where everybody can be today is why not you? I know you just were in Buenos Aires and Argentina and all these places. That’s what I call lifestyle living. Just tell us your story how you got there.

Nicole Spencer:

Yeah. Well normally when I hear people’s stories I don’t like for them to go way back because I’m okay well get to the stuff I want to learn. I am going to take a step pretty far back. I’ll make it fast, because I think the timeline is important and the choices are important. I never wanted to be an entrepreneur. It was never on my radar. My Dad had a business and he just worked really, really hard. It looked like a miserable life to me to be perfectly honest. I always knew that I wanted to be a teacher. Now as a business coach and marketing mentor I am a teacher. It’s just a different capacity. I actually went to school to be a high school English teacher which is what I did. I hated it almost immediately. After about two years of that, I applied to graduate school. I went and got … Get this I don’t know if I told you this but I have a master’s degree in Holocaust and genocide studies.

Vito:

You’re using that degree right now is what I’m hearing.

Nicole Spencer:

Yeah. I’m not sure what I thought I was going to do but it was super interesting and I have no regrets. After grad school I was living in New York City. You might be shocked but it’s actually much harder than you might think to get a job with a degree in holocaust and genocide studies. I didn’t want to go back into teaching. My dream was to work for the United Nations. If you are a not at least a trilingual, non American female it’s hard to get a job. Anyway that didn’t work out. In the meantime I picked up personal training. I always worked out. I was a dancer. I’ve always been into movement my whole life. I started personal training working for an equinox in New York City. Within four months they promoted me to manage the fitness department and the personal training department. I did that. Did not love working for someone else, which I think was like maybe one of the underlying problems that I was encountering in all the different things that I did.

Nicole Spencer:

Had the opportunity after a few years to leave New York City and move to this small little town in southeast Georgia. When I first got there I was like, “What the heck am I going to do?” There was nothing there compared to New York or where I grew up and where I live now in Asheville, North Carolina. It was really scary. I knew before I moved there that I wanted to open a group fitness type facility. A boot camp was what I had in mind but the reality of what that was going to look like became really scary when I saw this new place that I was going to live. I was married at the time and my ex had a job there which is how we ended up in this little town. What happened was I got a business coach right away and I started getting out in the community meeting people. I went from not knowing anyone in this little town to opening my business, getting 50 clients in my first three months and a 100 clients in my first year. Growing that business and selling it after three years.

Vito:

Nice.

Nicole Spencer:

About a year before I sold the business, I started doing business coaching for another company. I did that for almost four years and about a year and a half ago I went out on my own and started authentic conversion which started as a dumb free content service for fitness professionals because writing is my … I think we all have one gift in it. For me its building connection through writing. That was doing really well but I was getting a lot of demand for coaching. I decided to create a coaching program and that’s how I ended up where I am today.

Vito:

I love it. I mean the reason I like when someone shares their journey is oftentimes they’re dropping the gold nuggets that you’re just like just pick up. If you’re listening to the clues of success they’re in their because what’d you do? You got a business coach right away. You’ve got out into the community. It took a skill that you’re really good at that you’re passionate about and turned around and said, “Well I could teach this to others because if I can do it good for me I can help teach others how to do it.” That’s so the clues to success inside of their especially when you’re going out there and building a personal brand and stuff like that out there. How did this … Let’s talk a little bit about this. How did you find this message of your personal brand, this authentic conversions and conversations and connections and what not. Why did that become your calling? Why is that you’re like that’s the I’m mission out there to do right now in this world?

Nicole Spencer:

I think a lot of the time when we look at our purpose or our personal mission I think it’s there all along. It’s just a matter of using our time and experience to tap into it more. When I was building my bootcamp … This is before people ran Facebook ads and things like that. It was before people were even really using social media for their business. I didn’t know anyone. It was not a town full of people who are just like me. It was a lot of people that I didn’t really have anything in common with. I just showed up as authentically myself. I had a genuine desire to help people and to connect with people. It was through showing up and being real with people and sharing really good content and really good stories that grew the boot camp so quickly. Even when I wasn’t present in the day to day because I mentioned I was doing full time business coaching even a year before I sold that business and I was traveling a lot and that kind of thing. Even when I wasn’t involved in the day to day operations of my business which is really like the second half of owning it, I was still present and I was still the voice and the heartbeat of that business.

Even by the end only working five hours or so a week on the business. By the way having our best month ever, the month before I sold it. I think to answer your question I think it comes down to building self awareness about what you’re just really good at and tapping into that more and just paying attention to what people respond to and what people … Here’s one thing, we’re paying attention to what people compliment you on that you just think is like natural on that everyone must do it well. For me it’s always been writing since I was 15, I started writing. I wrote a paper in high school and I got the most amazing feedback on it from my teacher and I loved it ever since then. I always just … I never assumed that was anything special. It was just something that I did.

Vito:

No I mean by the way if you just see me look like it’s because I take notes every time.

Nicole Spencer:

No that’s totally fine.

Vito:

Don’t be he’s not paying attention to me. He’s looking away. [crosstalk 00:08:15]. When you say authentically showing up as yourself though, what do you mean by that? Because somebody can hear that and not really be what does that mean. Is that I’m showing my good, my bad, my all my size the way I think. What is that means is we can give context to what authentically showing up for yourself means.

Nicole Spencer:

Yeah, it means being vulnerable and transparent and not trying to portray this image of perfection. It means fully disclosing the things that are hardest to share for yourself. It means not doing what everyone else is doing also because everyone is sharing fitness advice and tips and everyone is sharing nutrition stuff. I remember not really understanding what I was doing at the time but when I had the boot camp writing a lot of what I would consider to be controversial emails or posts and that kind of thing. I was always calling out and things that I thought were annoying and frustrating and really just being clear on the things that I stand for and against and being polarizing and not being afraid of upsetting people. I mean there’s always like that in the beginning before you’re used to it when you get negative feedback and things like that. Actually looking to say I am for some people and I am not for other people and that’s okay. I really want to say what’s on my heart and my mind so I can attract the people that I am four.

Vito:

Yeah and so many people get afraid of that repel marketing where you’re just man like I remember when Lisa [inaudible 00:09:47] would say you don’t need everybody. You just need the right people. That’s what you’re always trying to find. Your right people so that you can build and be at the center of that tribe and what you can do for them. You’d said be the voice. Talk a little bit about that. What’s being the voice?

Nicole Spencer:

Yeah I mean I think it’s still comes back to the authenticity piece to being polarizing, to sharing components of your story but in that always making sure that your voice, whatever you’re sharing your story that it deeply connects with your audience. It’s not just sharing your story for the sake of talking or putting out content for the sake of content. It’s to bring it back to your person and to share a lesson in many cases like the lesson is the key piece especially when you’re doing some of those vulnerabilities shares where I remember … I didn’t even mention here I had an online weight loss coaching business for about two years as well. I remember the post at that point that got me the most engagement, the most new follows, the most subscribed, the most … It was this whole share around how I’ve grown up as a dancer.

I always wanted to be really skinny. I didn’t look like ballerinas. I remembered looking at myself in a leotard and thinking that I looked like a football player rather than a dancer. It was sharing that vulnerability and how I learned to stop hating my body and bringing it back to the audience, of people that I was working with. For me that was next level. I wasn’t really doing that as much when I had my boot camp. I was really good at being polarizing and I was really good at sharing the fact that I hate morning workouts. I mean that kind of thing but I was not ever willing to say you know what. I probably struggle with my nutrition just as much as everyone else. I think I was still a little bit afraid then and wanted to portray that image of perfection. When I started the online business I was like all things are on the table. That’s what really helped top. I think that’s what it is.

It’s like just not holding anything back. The things that you’re most afraid to hit post on or send on, those are the things that you absolutely need to do.

Vito:

Nice. I want to get in a couple of seconds into how do we dig this out? How do you go out there and create this powerful content? There was some important things in there because this is the thing that’s going on right now. You nailed it on the set where you’re like everyone is posting the fitness and nutrition. I’m at that point that stuff has become completely commoditized, completely ubiquitous, that there is no distinction in that anymore. If that’s the route you’re taking it probably is one of the first clues that you’re like why am I not getting the clients? Why am I not getting the connection and the engagement that I want? How do you … Let’s actually make this thing because you used this word that I really like where we call it wonderful content. What is powerful content? Is that we were saying? It’s these stories, these vulnerable, these things like that or is there a little bit more to it?

Nicole Spencer:

Yeah. It’s the stuff that builds connection, it’s the stuff that makes … When someone reads or they listen to your video, they’re like … They can think of a moment in their life or a feeling that they have that they can relate to. It’s something that really there’s such a big difference between creating content literally just to have something to post and creating content that primes people to convert. If you want to prime people to convert and become clients of yours or even just subscribed to your email list, they need to know that you understand them, that you hear them, you see them. You have experience in these conversations. I always … I tell people you have to know … I call them your soul mate client. Some people would say target market, ideal client, but I call them your soul mate client because you have no soul mate client better than they know themselves. The best content that you’re going to create and the best marketing copy that you’re going to create is going to come as if it’s from their own pet. Think about-

Nicole Spencer:

Yeah. Think about when you’re scrolling through Facebook and you … Or Instagram or whatever. You buy something that you don’t even need. It wasn’t something you were looking for but the ad distracted you. It spoke to you as if they were in your head or talked to your pain points, your desires. You’re like, yeah I probably need to spend money on this right now even though I was just on Facebook checking my newsfeed. That’s good marketing and that’s good powerful content that connects.

Vito:

The key thing that you keep and you’re saying it multiple times is you got to go bring it back to your audience though. I think a mistake that a lot of people are making is they’re just here’s my skill, here’s what I’m good at. Here’s what I’m at the pro at versus thinking about well what are the problems, the struggles, the wants, the ambitions et cetera of their [inaudible 00:14:41] and being like, how do I relate those things to what they’re going through? We even think about … One of the big mistakes I always watch people [inaudible 00:14:49] you made that product before. You’re in touch with the audience that you want to go do it. I wonder if that’s the disconnect about why it’s not selling. Because I want to sell this versus here’s what I … This audience needs right now for where they are. How do you help your people find and get in touch with their audience? Let’s talk a little bit about how you because I know you keep this stuff.

Nicole Spencer:

I have a whole process that I take people through it. Well it involves surveying, interviewing clients and non clients for different reasons. Actually there’s this … I’m going to say, I’m going to share this just because I think maybe some of your listeners will be like that’s me. There’s this girl on my newsfeed and here’s what her marketing looks like. She’s in her 20s obviously like maybe early to mid 20s. It’s always images of her working out or flexing in the mirror. Her message-

Vito:

I’ve never seen that before. I’ve never seen those down before.

Nicole Spencer:

Her message is always I train everyone, I train men, women. I do booty programs, I do weight loss, I do bodybuilding. It’s like no one wants any of that rate. When you’re making it all about you and nonspecific to the people that you can help, that attracts no one. If you find yourself doing that and I’m not saying there’s anything wrong because I think you should represent the products that you sell. If you sell weight loss you should have either a story or be fit or something like that. I think you should, I think people will need to see your face to connect with you. You should absolutely share personal images but if it’s not ever tied back to that person that you’re trying to help then it’s going to be a struggle. To answer your question, how to get a little bit more clear on the desires and the messaging. Having conversations with people and it’s not taking-

Vito:

What do you mean?

Nicole Spencer:

It’s not taking their answers at surface level. If somebody wants to … If they come to you and they’re like, “I want to lose 25 pounds or I want to lose weight.” If their weight never moved the number on the scale stayed the same but they looked like … I don’t know whatever celebrity J Lo or whatever that they want to look like, they wouldn’t care about the number on the scale. It’s never about that. There’s this exercise I don’t think it’s unique to them but I learned it through my precision nutrition coaching when I still had the boot camp with the five whys. You ask why five times. I usually find three to five times is sufficient. They say I want to lose weight. You say okay why is that important to you? Because I just don’t … I want to feel better. I don’t like how I feel. Well why is that important to you? Because I just I don’t have the confidence that I used to have. I feel like I need to hide all the time.

Well why is it important to you that we resolve that? Because I’m not fulfilling my potential as a wife or as a mother because I’m so I’m underneath clothes. You see what I’m getting at. It’s there’s always reasons that are many layers below the surface. I think when people enter those conversations either actually with a person or they try to enter the conversation in their marketing or their content, they stop really short of the things that really matter. Does that makes sense?

Vito:

Yeah. It’s funny you learned it as the five why’s. I learned it from Dean [inaudible 00:18:14] the seven levels of why and whatnot and whatnot. The only distinction was exactly that. I’ve always said that. I’m like you guys keep taking the surface level. You’re never asking also the ones about changing it up by saying; well tell me why that’s important to you. Tell me how that makes you feel, because then you’re asking it from different angles heart, mind, not just kinesthetic and things like that but that’s it. In particular in the fitness thing now, everyone is going to say I want to lose weight? Everyone is going to say I want to drop some inches. I’m like but yet we have an obesity epidemic. That isn’t working in our marketing to get people to create the change. Digging deep into those whys is what is really … Otherwise you won’t create the emotional reason why they’re going to be compelled to keep going forward.

You take them from your … Do you have people … Do choose an audience and pick a niche or a topic and area focus and go in there?

Nicole Spencer:

Yes. I work with a variety of people. Some people who have been in business for literally decades and still haven’t niched down and then brand new trainers and health coaches and things like that. That’s so important because the reason that I have done so well in connecting through marketing and content even if it’s the done for you content that I provide for other fitness professionals is because I have had that conversation with your middle aged usually female clients who want to lose at least 25 to 30 pounds literally probably 500 times in my life. I’m not even kidding. I just know that average adult client market so well. I know what they’re thinking more than they do. That’s what has allowed me to do so well and creating content that actually converts and not just content for the sake of content. Did I answer your question? I feel like I forgot. [inaudible 00:20:14] question.

Vito:

The conversation being around that. I think it’s a fear that a lot of people have that if I niche down I’m going to lose people. I’m not going to get people, this and that. I’m cutting people out. I think that we could dispel that myth that actually niching down is a good thing. In particular when you’re just trying to really go after a market or a problem that you’re passionate about serving and you want to really dig into it and let alone be an authority in it so that you can learn to charge top dollar because you’re like, I’m risen to the top of this niche. I just like that you are helping people niche into finding their space. Because of that you’re I’ve heard 500 plus women say their stories, say they their things. You’re like, I don’t have to … I don’t sit down and be like what copy will I come up with you. I’ve heard 500 conversations. I’ll never say it better than the way she said it when she was crying this day or when she was frustrated at this, but that’s key.

Nicole Spencer:

Knowing why people come to you. I used to say 80% of the clients that came to me what I called … I ended up pointing, is that clothing related incident. You’re in a dressing room and there were tears. They pulled out last season’s wardrobe and the size didn’t fit anymore. They’re like going back into the fat clothes in their closet. I just know that story. Even though it’s not something I’ve experienced personally I think I know it better than the ones who are actually experiencing it in some ways and all the different layers to that. It’s listening and you can’t be afraid to niche down. I had a conversation recently with a client who’s targeting dads and he was concerned that using dad messaging was going to push people out. He said, “Do you think there’s … I’m like I think there’s enough dads.” We’re good.

Vito:

You could break dad’s up into a lot of segments too as well.

Nicole Spencer:

Exactly.

Vito:

I think that a lot of that comes also down to what kind of business are you trying to build? Who are you really looking to serve because you’re I’m, “What’s the lifestyle you’re trying to reach 10, 15 million people.” Are you trying to build yourself a great lifestyle business? You’re making the income that you want. You’re with your family the time that you want. You’re like I’ve got an awesome tribe. Get clear on the vision of what you’re trying to build as well. You don’t feel like I see the Google Guide as 30 million people and the events and all this and that. Get clear if that’s even what you’re trying to build as compared to then you don’t feel that comparison living thing. It’s something like happy with what you’re building.

Nicole Spencer:

Just because you have a really clear niche, like in my boot camp people who are women 45 to 60 with at least 25 pounds to lose, they’d struggled for decades. They tried every diet. They hated exercise. At the same time like 45 to 60 year old women I had a handful of men. That wasn’t a deterrent. I had some teenagers. I had women in their 20s. I had people from the military. Just because you have a clear niche I mean yes the idea is to attract that type of person but it doesn’t mean that other people are going to just be totally repulsed by you.

Vito:

Right. Because a lot of times when a person thinks about choosing audience they’re also getting stuck in women 35 to 55. You’re like dude that’s a demographic, that’s not really the niche. What you got really good at was you’re the person that’s Yoyo died and struggled with constant weight loss issues and the clothing incident. The way you said you’re like, that’s the real story that’s going on. They’ve all had that moment. That’s the moment I’m looking to fix. Not I have a fitness problem. I have the age thing. It’s just she’s had a clothing incident. She’s had an incident probably at an event. She’s had an incident of a boyfriend thing and a relationship thing and whatnot that you’re like I’m looking for all the stories around the real problem that she’s having. I like the way you said that, the clothing incident.

Do you, when you’re coaching your people you help them … I call it build the story box and whatnot where you’re do you help me build a story box what do you do because I know you teach like how to build content in the freaking the hour. That means you have ways that you think through that.

Nicole Spencer:

Yeah. In the done for you content I mean I’m obviously doing that in my marketing coaching. I teach people to build the entire authentic marketing strategy and how to execute that. Now a huge component of that is getting your messaging right. That’s a big part of what we work on. That’s really the first step because you can’t create your funnel, you can’t create your signature presentation. You cat create your copy and things like that unless you understand the messaging piece. What we do is we go though my entire process. Surveys, interviews and we take what is told to my clients by their clients or by their audience. Actually I think it’s better to get answers from both clients and non clients. Because when people have worked with you for years they’re a little bit taInted in how they think but you also want to talk to people who are starting point zero.

You take all of that information that you get again around the struggles, fears, pains, desires, objections, past experiences and you literally take their words and in turn it into your messaging. That’s your goal. It creates your marketing copy, it creates your offers, it creates your lead magnet subjects. It creates everything. From that day forward. But if you’re trying to guess, it’s not going to probably work out really well.

Vito:

What are you trying to use your head? You probably haven’t … No, that’s not necessarily true. Because you could have gone through those struggles, you could have gone through those journeys 100%, but often times you were just the pro. The expert, you got really good and now you’re selling your expertise versus trying to really step in to their minds, their world, their shoes, their views and all that stuff. You see this authentic strategy. Just top level bullet points without giving away your secret sauce or what not. But if you were just … If you were like, these are the 5 things and I be like, “Do it in this order.” To help them get some idea. I think that would be super valuable for them and then we’ll hook them up with you.

Nicole Spencer:

Obviously getting your messaging solid is the first thing. I always look at the clients I work with as it is a partnership. Because I’ve done a lot of DIY courses or I even did coaching programs where the person coaching me did not have any expertise around messaging and target market and copywriting and things like that. I was like, yeah, that looks good. It’s like no, it’s not good. I like the help create the message. Nailing you’re messaging is first then simply like getting yourself in front of people and there are 5 primary ways that I coach people to do this. The first is obviously social media marketing. Organic first. I do talk about paid ads but honestly you should be able to get well into the 6 figures without ever paying for a Facebook ad.

If you do the organic stuff right and you connect with people and you make the right offers, you will you have a successful business without paid ads. That’s first. Email marketing, not dead and if you don’t email market you are missing the boat big time. All the magic happens in my email. I always tell people, my social media is what gets people on my email list and people buy from my email list, not from social media. By the way if you’re listening to this and you’re like … My gosh, I don’t have a big email list. I always tell people I did my first $50000 sales month with a 135 people on my email list. Right. I don’t have tens of thousands of followers either. I think I had 2000 Instagram followers and maybe like 2500 Facebook friends or something like that at the time. Very small list when you can connect with them the right way and make the right offers can turn into big money.

Those are the two online pieces. Then I’m sorry but if you aren’t marketing offline it’s lazy. Unless you just have no idea what I mean by this and I’ll explain you’re just lazy. People just want it easy, they want to be able to sit behind a computer and write some posts and share pictures and have the business magically grow or pay for ads without doing any of this other stuff and it’s lazy marketing.

Vito:

You’re not saying [inaudible 00:29:05]. I’m like, “Go girl, go girl, you’re saying everything I want to say to my audience.” I’m like this is just reiterating it which is awesome. Let’s talk about this offline thing for a second. Because to them is that direct mail, is that me sending a letter, is that me speaking at places, is that me helping the community?

Nicole Spencer:

[crosstalk 00:29:20]. In person. It’s 3 things right. It’s number one business networking. If you’re not a member of a business networking group or going to events regularly, you need to do that right away. Right away. That is the reason I joined a business networking group 6 months before I opened my boot camp. That is the reason it grew so fast. Just because of the relationships that I was able to build and the people I was introduced to.

Vito:

I heard you say that when you built your studio and what not, I was just like she just said it right there. I went and freaking networked everywhere I could. People are like, “What do you mean I have to go out in the community?”

Nicole Spencer:

Yeah. I’m telling you okay, so not only was I going to BNI meetings, I was going to skin care [inaudible 00:29:59]. I swung cattle bells in the middle of the mall doing demos. All things … I really didn’t want to do at the time by eyes showed up everywhere. Regardless of whether or not I wanted to be there and that’s what ended up paying off in the end. There’s the networking piece, there’s also public speaking. For me there is no faster ROI, return on your investment, of your time, then speaking. If I can stand in front of a group of people I don’t care if it’s 3 people or 300 people, I will leave with cash in the bank basically. I will leave with people who are going to sign agreements with me. If you’re not speaking and that’s one of the things I teach my people how to do is build their signature presentation that converts.

For me when I had my boot camp speaking, I think my record was 12 new clients off of one speaking event. In contracts, I don’t even know what that was. That would have been over $10000 in boot camp sales. From a 45 minute shop. When I launched authentic conversion, when I launched my marketing intensive, my coaching program I did it from a webinar. It’s the same thing, its public speaking it’s just in a different platform. I teach people how to do that. If you’re not speaking, I don’t care if you’re hyper [inaudible 00:31:19] terrifies you, get over it and start doing it, really. I used to be really sensitive to that kind of stuff and personality types, networking is not going to be good for everyone speaking, so [inaudible 00:31:30] for everyone. It’s do you want it or don’t you? That’s how I look at things. If you want it you figure out a way to make it happen.

Vito:

Correct. Nobody came out of the womb like, I can speak. You decided that that skill is important to grow the mission and the message out there. You went and studied it and practice it and crafted it and got good at it until you can start converting with it. Today everything with video and podcasting and just even the way you speak to people and hold a room you have to get good at speaking and you got to be out in the public. Otherwise you’re … To your point a bit lazy.

Nicole Spencer:

Yeah, exactly and the last offline thing that I think is so valuable and I look at this really … Really all of these are list builders. Again conversions happen after you build and nurture a relationship. This is stuff that everyone should be doing. Doing local health fairs, trade shows, wellness events. I did those a lot throughout the year and I don’t care if your town is 5000 people, you have a school system, you have a hospital system, you have a county system. There are those opportunities everywhere. You just have to go find them and then you have to have conversations and then you have to show up and work. I used to do … I’d probably guess about one a month on average. That added hundreds of names every year to my email list. Who even knows at this point what the conversations ended up being. Those are kind of the big 5 that I think everyone really needs to be doing to grow their business.

Vito:

Yeah. I want to end on one thing but I want to talk about some things because you said something really important. If you guys picked up the major thing that she’s also talking about is list building, list building. It’s just like when you’re doing your talk, when you’re out there, you have to have something of value to give to that person to get them on your list so that you can … The key thing nurture the relationship. Everyone is thinking to your point about what you said before about [inaudible 00:33:33] I’m going to get that an what not and this and that. I’m like, “You better figure out the funnel to deliver the value and the education and the empowerment and the entertainments to make that sale.” It’s not going to happen maybe 3% of the time.

Otherwise it’s about nurturing the relationship, but what I see is so many people not focus on how do I grow that skill set, how do I grow the skill set? They keep thinking about their certs and their things that are for the fitness industry, but I’m like, you don’t have a fitness education problem anymore, you have a marketing problem. Get good at figuring this stuff out because if you don’t grow the relationship with the person it’s just I walked up to you and be like, “Do you know Nicole?” We just met. Want to get married? She’d be like, what the fuck you creep. That’s what I think people are still doing with their marketing. Because they don’t think about how long it takes to nurture the relationship and add the value for somebody to say now I’m going to give you my money.

Nicole Spencer:

Yeah, and here’s the thing is that the life cycle for lead to client conversion is much longer than it used to, even a couple of years ago. You just have to be okay with that. The problem that so many people face in growing their businesses is that they’re so inconsistent with their marketing and what you do in marketing two or three months ago is what you’re experiencing today catches up with you. It’s not like execute result, execute result. It’s a cycle. If you’re not marketing 365 days a year, you’re going to have those lows and what happens then is that you do this very reactionary marketing. You market from desperation, you put all your eggs in the basket of running this challenge ad on Facebook and then before you know it, you either have no leads and clients or you sold something that was a mistake. To the wrong people. It’s just not a good cycle.

What I just talked about, those big 5 things like posting on social every day, emailing your list multiple times a week, networking every week, speaking once a month, doing some type of wellness event at least every quarter. That sounds like a lot but it’s really not. If you’re in fitness just like eating well and exercising and taking care of yourself is habitual all of that stuff can become very habitual too if you just put it into practice consistently. At first it will feel like you’re juggling a lot of balls in the air but eventually it’s just part of what you do. I don’t know how-

Vito:

I think it sounds like a lot for people because many of them haven’t yet divorced themselves from I’m the technician on the floor, I’m still running sessions. When I think about all that, overwhelm and stress comes into the head as compared to being like you really shouldn’t be on the … The day you said I want to be a business owner, you really shouldn’t be on the floor that much anymore you should be out doing all the things that you just highlighted, you should be the person writing emails, creating videos, creating content, getting out in the public, networking, etcetera. That it really isn’t a lot, once you decided I’m the marketer and the owner of my business and the salesperson of my business then you’re like that’s my job, that’s my role, that’s my duty, that’s my obligation to get out there and do that and then it becomes just part the same thing.

Just the roles that you have in your day. You start scheduling your day to be like 10:00 to 9:00. We’re going backwards in time. 9:00 to 10:00 in writing an email. From 12:00 to 2:00 I’m out networking. That’s the stuff that shows up in your calendar. First then start filling in the other stuff.

Nicole Spencer:

Yeah, and people are just way too short sighted in their business that they’re like, Well I can’t upset this client by rescheduling their appointments so I to go to this networking meeting, or I can’t pay someone $20 to cover this training session when I could go do this health fair and potentially collect 50 leads and converts [inaudible 00:37:26] who knows how many clients.

Vito:

That thinking. I’m always like you know cause and effect. The cause of that thinking is the effect of you being broken up, being able to pay somebody 20 bucks. I’m like try it the other way and let’s just see how it goes. Maybe you start thinking this way, acting this way you’ll turn the financial situation around. We all had to do it. At some point we had to be like I got to take that short term pain for the long term gain, that’s going on out there. Just [inaudible 00:38:02] the same way, obviously you do as well. You nerd out on marketing, you nerd out on sales, you nerd out on this stuff and that’s why you got good at it. Because you fell in love and found the passion in it. [crosstalk 00:38:15] do that and your business is going to grow.

Nicole Spencer:

That equals helping more people and more money. What do you not want about that?

Vito:

Right there, what do you not want about that? Helping more people, making more money, because then you can perpetuate the message out there. Real quick, what’s your favorite book that helped you really turn the corner?

Nicole Spencer:

I would say The Slight Edge.

Vito:

Good book.

Nicole Spencer:

I actually have a tattoo that represent The Slight Edge because it really … Well number one, I think Emith is something every entrepreneur needs to read. If you read the Emith-

Vito:

Right there.

Nicole Spencer:

Ideally before you start your business but at some point you need to read it, but the slight edge what I love is it’s the principle that it’s the small and seemingly insignificant things that happen moment to moment in your life and the decisions you make in those moments that ultimately adds up to your success or failure. To me that so important because we’re all faced with these decisions. Do I respond to this prospects email now or do I wait? Every little thing adds up to a result. If you can pay attention to the small details as if they are going to create the rest of your life for the big picture to me that just makes such a difference.

Vito:

That concept, isn’t that what you teach your clients with behavior change and changing their body. You now need to apply that to your business and to your success going forward. How can people connect with you?

Nicole Spencer:

I’m super active on Facebook Nicole Spencer. My website is convertauthentically.com and on there I do have a free content creation guide. It’s the fast content creation guide for fitness professionals. It’s going to help you design an outline a month’s worth of content in under an hour and you can rinse and repeat every single month, it’s under the free tab. Feel free to go ahead and grab that this fall.

Vito:

I love it. That was the one I was hoping you were going to let people know about. I was like that’s just another good set [crosstalk 00:40:18] right there. Listen I just want to say thank you for carving out time out of your day. I know you just traveled back from Argentina.

Nicole Spencer:

I was in Chile last.

Vito:

Chile. I was right, I was asking you about Neruda. You were there before that right?

Nicole Spencer:

Yes, I was in Argentina first. First half of the winter.

Vito:

I know you’re just getting acclimated back and whatnot and you’re right into the swing. Also I know how you got the creative powerful brand summit, that’s going on out there. I just wanted to give people a shout out for that because got to be part of that and that’s how I got to meet you and you’re doing a killer job with that. Thanks for what you’re doing out there and making a difference. Because authenticity, connection, relationship and conversation is how we are human beings. If we’re good human beings we’re going to freaking grow, everything that we need to make the shift in this world. Thank you girl.

Nicole Spencer:

Absolutely. My please. Thanks for having me.

Vito:

Absolutely and you guys, we’ll see you on the next episode. Peace.
To get Nicole’s Free Gift go here: http://bit.ly/Content-Creation-Guide

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