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Personal Branding for Gym Owners: Stop Overthinking Your Content · Gym Business Coach Podcast

• 0:00
  [SPEAKER_01]: All right, welcome back to the gym business coach podcast.
• 0:03
  [SPEAKER_01]: I'm your host Tim Wines in a special speak easy, Austin, Texas.
• 0:09
  [SPEAKER_01]: Podcast episode as always joined by Randy Anxel.
• 0:11
  [SPEAKER_01]: What's up, buddy?
• 0:12
  [SPEAKER_01]: How are we doing, brother?
• 0:13
  [SPEAKER_01]: Great.
• 0:13
  [SPEAKER_01]: Yeah, great weekend.
• 0:14
  [SPEAKER_01]: And our special guest, Amelia Sordell, all the way from England.
• 0:18
  [SPEAKER_01]: How are you today?
• 0:19
  [SPEAKER_00]: I'm good.
• 0:19
  [SPEAKER_00]: Thanks for having me.
• 0:20
  [SPEAKER_01]: Guys, we just finished up a talk.
• 0:23
  [SPEAKER_01]: Amelia just finished up a talk here.
• 0:24
  [SPEAKER_01]: The second day of the Iron Circle experience in Texas.
• 0:28
  [SPEAKER_01]: And I got to tell you.
• 0:29
  [SPEAKER_01]: uh... you know what we're talking about who we should bring out uh... to this show or to this event and it was all about personal brand who came up number one best in the world at gbt but a million so i have that make it feel means a thousand of brownie's walking out give it to everybody quick two-second uh... overview on what you do who you are
• 0:50
  [SPEAKER_00]: What I do for I am God, two seconds, so I'm in the assault now.
• 0:54
  [SPEAKER_00]: Yeah, I've done.
• 0:55
  [SPEAKER_00]: I saw you need to know.
• 0:56
  [SPEAKER_00]: I'm in the assault, I'm part of the running stress gist.
• 0:59
  [SPEAKER_00]: And I work with founders, tell their stories online, but more importantly, use their stories as a way to get a competitive business advantage.
• 1:06
  [SPEAKER_01]: beautiful of it.
• 1:07
  [SPEAKER_01]: Yeah, and you haven't practiced that ever, right?
• 1:09
  [SPEAKER_01]: I like your elevator pitch.
• 1:11
  [SPEAKER_01]: Yeah, they'll be pissed.
• 1:12
  [SPEAKER_00]: Well, you need to know we spoke to the guys today about that.
• 1:14
  [SPEAKER_00]: You need to know how to introduce yourself.
• 1:15
  [SPEAKER_00]: And we're importantly, I love that you used your first and last scenes, because that's also something that you need to know.
• 1:19
  [SPEAKER_00]: Yes, because people can't have a way to find you.
• 1:22
  [SPEAKER_01]: All right, so we just got done with the workshop.
• 1:24
  [SPEAKER_01]: You got in everybody's heads.
• 1:25
  [SPEAKER_01]: I think you change a lot of mindsets in that room today.
• 1:28
  [SPEAKER_01]: I think so.
• 1:29
  [SPEAKER_01]: I know.
• 1:31
  [SPEAKER_01]: I know so.
• 1:31
  [SPEAKER_01]: And so for a kind of like when I kind of made the comment earlier about like, you know, Jim owners,
• 1:37
  [SPEAKER_01]: They're afraid to let tell their story because maybe their clients might see that.
• 1:42
  [SPEAKER_01]: It might make them look like, oh, they're making so much money and, you know, like, they're doing it on my dime.
• 1:47
  [SPEAKER_01]: They're doing it on my dime.
• 1:48
  [SPEAKER_01]: It's because I mean, like, what would you tell Jim works?
• 1:50
  [SPEAKER_01]: I know that's going to be the biggest kind of like hurdle.
• 1:53
  [SPEAKER_01]: A lot of folks have to kind of cross before they will start just posting.
• 1:57
  [SPEAKER_01]: What do you say to that?
• 1:58
  [SPEAKER_00]: Well, I think there's a couple of facets into that as well.
• 2:00
  [SPEAKER_00]: It's not just the customers, it's also my employees.
• 2:03
  [SPEAKER_00]: Like what if my employees see me telling my story and think that I am bigger than my boots or whatever it might be?
• 2:09
  [SPEAKER_00]: The thing is, people buy from stories, right?
• 2:11
  [SPEAKER_00]: Like we know from statistics and from scientific studies on psychology that about 60% of a blind decision is made with emotion, even if you're buying something as simple as a bottle of water, right?
• 2:20
  [SPEAKER_00]: It's why it's certain bottles of water that are certain shape.
• 2:23
  [SPEAKER_00]: like why perfume is a certain shape, why wine bottles, right?
• 2:27
  [SPEAKER_00]: All of these bottles that we're sitting in front of right now are all different shapes because psychologically we make an emotional buying decision based on how we think something is going to make us feel or how it makes us feel.
• 2:39
  [SPEAKER_00]: The way you tell those stories, though, is ultimately how they're going to be perceived.
• 2:43
  [SPEAKER_00]: And what we spoke to you guys about today was, yes, tell your story, tell everyone how successful you are.
• 2:48
  [SPEAKER_00]: Tell everyone, all the cool stuff you're doing builds and public, but never be confused and thinking that your personal brand is about you, it's not a journal.
• 2:57
  [SPEAKER_00]: your personal brand is a marketing initiative to get attention to your business.
• 3:01
  [SPEAKER_00]: And for me, you have two very clear customers, your customer, and your employees.
• 3:05
  [SPEAKER_00]: And so the way you package up those stories has to be with them in mind when you're telling them.
• 3:10
  [SPEAKER_00]: So let's say hypothetically, your business is done.
• 3:12
  [SPEAKER_00]: So well, you just bought yourself a nice car, you're really proud of it.
• 3:15
  [SPEAKER_00]: It's been a long slog, actually.
• 3:16
  [SPEAKER_00]: No business.
• 3:17
  [SPEAKER_01]: It's hard.
• 3:18
  [SPEAKER_00]: There was no cars on all the days, and I would be doing it right.
• 3:21
  [SPEAKER_00]: All of those things.
• 3:22
  [SPEAKER_00]: If you just posted that online and been like, look at my new car, your employees might feel a bit slighted, right?
• 3:26
  [SPEAKER_00]: There may be on minimum wage, if they're just getting started out, maybe they're on a commission or anything, like whatever is their situation.
• 3:32
  [SPEAKER_00]: Seeing the big guy winning big while you're still working hard, it's two things, one, it's a work mentality, right?
• 3:40
  [SPEAKER_00]: Like that tends to be what happens.
• 3:42
  [SPEAKER_00]: All of us quit our jobs to start our own thing, because we've hated the boss, right?
• 3:45
  [SPEAKER_00]: We didn't like the situation, we're all unemployable, okay?
• 3:49
  [SPEAKER_00]: But the second thing is, people don't like to celebrate other people's success unless they see themselves in them.
• 3:55
  [SPEAKER_00]: And so the way that you package up those stories, instead of saying, look at this amazing holiday, look at this amazing car I'm buying.
• 4:01
  [SPEAKER_00]: You say, here is where I started.
• 4:03
  [SPEAKER_00]: Here is the struggle, and here is my reward.
• 4:06
  [SPEAKER_00]: And my advice to you would be this.
• 4:08
  [SPEAKER_00]: So when you're employees, you see that your customer sees that.
• 4:10
  [SPEAKER_00]: That don't go, here is another guy just showing off for a girl showing off their car, they think,
• 4:14
  [SPEAKER_00]: They were an underdog.
• 4:15
  [SPEAKER_00]: I'm an underdog, like subscribe by whatever.
• 4:18
  [SPEAKER_00]: So that is how you package up stories in the way.
• 4:21
  [SPEAKER_00]: Yeah.
• 4:22
  [SPEAKER_01]: And that was a framework you shared.
• 4:24
  [SPEAKER_01]: And that's the other thing, like, you know, what to post, when to post?
• 4:26
  [SPEAKER_01]: How do I, you know, tell this story?
• 4:28
  [SPEAKER_01]: What would you, you know, give advice for, for Jim owners out there, like, maybe they don't think they're that special.
• 4:34
  [SPEAKER_01]: Maybe they're just like, I just go to work out every day and I go into the gym and, you know, I'm just trying to do my thing.
• 4:39
  [SPEAKER_01]: Like, what would you tell a Jim owner that kind of sits in that seat?
• 4:43
  [SPEAKER_00]: You know what's interesting, there's a girl I follow on Instagram called Miranda, and she, I've been following her now for about seven months, so I've followed her journey from about 400,000 to 1.7 million during that time, so she's really gone crazy.
• 4:56
  [SPEAKER_00]: And she only shares two types of content.
• 4:58
  [SPEAKER_00]: One, what's happening in her life?
• 4:59
  [SPEAKER_00]: She just got married, I know, I watched the whole wedding.
• 5:02
  [SPEAKER_00]: She just got married, she got engaged, we took her through the whole thing.
• 5:05
  [SPEAKER_00]: And the other type of content she shares is her morning routine.
• 5:09
  [SPEAKER_01]: That's it.
• 5:09
  [SPEAKER_01]: Same routine.
• 5:10
  [SPEAKER_00]: Same routine.
• 5:11
  [SPEAKER_00]: Because she's a nurse practitioner, so she's bow-talk, she does fill-as-all's kind of stuff.
• 5:15
  [SPEAKER_00]: And her whole thing is like POV, morning routine, as a nurse practitioner.
• 5:19
  [SPEAKER_00]: That's bullshit shares.
• 5:20
  [SPEAKER_00]: And it's the same thing every single day.
• 5:23
  [SPEAKER_00]: And it starts the same at ends the same.
• 5:25
  [SPEAKER_00]: It's the same product, because you're so like, oh, that's cool.
• 5:27
  [SPEAKER_00]: Her skin's amazing.
• 5:28
  [SPEAKER_00]: I want to see what that means.
• 5:29
  [SPEAKER_00]: So if you're jacked, right, where most of you are, I've seen lots of broad shoulders today.
• 5:35
  [SPEAKER_00]: people are going to be interested in that.
• 5:36
  [SPEAKER_00]: And so if you're trying to sell a membership to a gym where people hopefully will also get jacked, it seems reasonable that they would be interested in what your life looks like.
• 5:47
  [SPEAKER_00]: So if you have no idea what to post, just start telling people what you're up to each day.
• 5:51
  [SPEAKER_00]: It could be as simple as that.
• 5:53
  [SPEAKER_02]: Yeah, I think there was a big takeaway too.
• 5:54
  [SPEAKER_02]: It was like the difference between the creator and the personal brand.
• 5:58
  [SPEAKER_02]: It was less about like formulating this image in this facade or like what you believe the audience needs to see versus like what is your day-to-day actual life like?
• 6:10
  [SPEAKER_02]: This is more of a glimpse into it.
• 6:11
  [SPEAKER_00]: Lindsay, I think, one of your members said, she said, oh, when I first started, I just started on Facebook.
• 6:15
  [SPEAKER_00]: And Facebook was like, really dull.
• 6:18
  [SPEAKER_00]: It was Facebook, right?
• 6:20
  [SPEAKER_00]: off of a certain age can remember.
• 6:22
  [SPEAKER_00]: I think everyone in the room can remember maybe anyone born off to like 95 is probably not going to remember that.
• 6:28
  [SPEAKER_00]: But she said that when she first started on Facebook, they had the function where it said Lindsey is, and she'd be like, Lindsey is at the gym.
• 6:35
  [SPEAKER_00]: Lindsay is getting a coffee, Lindsay is hanging out with her friends.
• 6:37
  [SPEAKER_01]: I remember that.
• 6:38
  [SPEAKER_00]: And she built all of her traffic, and all of her followers, and also all of her business from just telling people what she was doing.
• 6:45
  [SPEAKER_00]: And that is the bit that everyone now gets wrong about socials.
• 6:48
  [SPEAKER_00]: They think that it needs to be polished and produced and sexy and gorgeous.
• 6:52
  [SPEAKER_00]: I don't create anything.
• 6:53
  [SPEAKER_00]: If you look at my Instagram right now, it's just clips of podcast clips of me on stage, like photos of me doing stuff.
• 6:59
  [SPEAKER_00]: Like, I live a very interesting life, which I'm very fortunate to live.
• 7:02
  [SPEAKER_00]: And I just document that.
• 7:03
  [SPEAKER_00]: And that's what sells my business.
• 7:05
  [SPEAKER_00]: I don't need to create anything.
• 7:06
  [SPEAKER_00]: And to your point about the creative versus business owner thing, like the reason why this is so difficult for people to execute is they know that being a creature's a full-time job.
• 7:16
  [SPEAKER_00]: Yeah.
• 7:16
  [SPEAKER_00]: Like, coming up with that idea, creating that idea, approving the idea, schedule, it's like, oh my gosh, I can't do this.
• 7:22
  [SPEAKER_00]: There was a reason why creators get paid big bucks to post content because they're so much work involved in it.
• 7:27
  [SPEAKER_00]: But a business owner is also a full-time job.
• 7:29
  [SPEAKER_00]: If not like 20 full-time jobs, they're just getting started.
• 7:31
  [SPEAKER_00]: It's like you're the admin, you're the HR, you're the Pete, like you're everyone.
• 7:34
  [SPEAKER_00]: You don't have time to also be a creator.
• 7:37
  [SPEAKER_00]: So instead of trying to over complicate this, just tell the people what you're doing, show yourself working rather than doing extra work.
• 7:45
  [SPEAKER_01]: That was literally the biggest aha for me because I had leaned over to John as I man.
• 7:49
  [SPEAKER_01]: This makes it so much easier because there's no rules.
• 7:52
  [SPEAKER_01]: Because in the creator world, there's rules.
• 7:54
  [SPEAKER_01]: It's curated.
• 7:55
  [SPEAKER_00]: Do the hook like this, edit it like this.
• 7:56
  [SPEAKER_00]: Oh, who cares?
• 7:57
  [SPEAKER_00]: Like.
• 7:57
  [SPEAKER_00]: Yeah.
• 7:59
  [SPEAKER_00]: I've got time for that.
• 8:00
  [SPEAKER_00]: I'd be saying they're approving stuff for 18 hours a day.
• 8:02
  [SPEAKER_00]: I've got stuff to do.
• 8:05
  [SPEAKER_01]: So just walk me through, you know, I guess the one thing I did have to walk out for a little bit, I guess, you know, you're going through your day.
• 8:12
  [SPEAKER_01]: They're here, right?
• 8:13
  [SPEAKER_01]: You're here in a hotel room.
• 8:14
  [SPEAKER_01]: Are you literally just taking your camera out, telling a story, and then saving it, and then post it later, or in the moment, or when you have a better idea to write the caption, like, what it, like, what do you recommend there?
• 8:25
  [SPEAKER_00]: So fun story.
• 8:26
  [SPEAKER_00]: I hate doing videos off.
• 8:28
  [SPEAKER_01]: Okay.
• 8:29
  [SPEAKER_00]: Even though 90% of my brand-news video I find it like sitting, like if I was looking at the lens on here, I'd be like, oh, yeah.
• 8:36
  [SPEAKER_00]: Gross.
• 8:37
  [SPEAKER_00]: I can talk all day like this.
• 8:38
  [SPEAKER_00]: This is super easy for me.
• 8:39
  [SPEAKER_00]: I love you guys are really fun.
• 8:40
  [SPEAKER_00]: I love chatting to you, I love chatting to your team, I love chatting to the guys in the iron circle, telling everyone about how to do this stuff, easy for me.
• 8:46
  [SPEAKER_00]: It's my work, right?
• 8:48
  [SPEAKER_00]: And so no, I don't just sit down and record stuff because I don't, if I did that, I'd be like, oh, how do I start the video?
• 8:55
  [SPEAKER_00]: Like, where does it end?
• 8:56
  [SPEAKER_00]: And I'm just a little, a little,
• 8:59
  [SPEAKER_00]: So instead of me actually creating what I do as I've voiced myself, or I will granola, which is an amazing tool, meetings that I'm having, so the meeting that we had when we first met, I granola that was too post that came out of that meeting.
• 9:09
  [SPEAKER_00]: So I found mechanisms that capture stuff.
• 9:14
  [SPEAKER_00]: while I'm doing it.
• 9:15
  [SPEAKER_00]: So whether it's taking a selfie, you know, on stage and saying I'm doing this with a cool thing or whether it's me going on a podcast and grabbing this footage from your team.
• 9:23
  [SPEAKER_00]: Hopefully.
• 9:24
  [SPEAKER_00]: Yeah.
• 9:24
  [SPEAKER_00]: But I need getting that clipped up or, you know, and you can use a lot of AI.
• 9:28
  [SPEAKER_00]: So I use a tool called Opus Clip, which is my favorite tool ever.
• 9:32
  [SPEAKER_00]: And it's so good.
• 9:34
  [SPEAKER_00]: like it's so good at capturing those little moments of, you know, things that are interesting to other people and producing them into little clips which makes distribution so much easier.
• 9:44
  [SPEAKER_00]: All you need to do is to film, go on as many podcasts as you can, sit with your buddy and interview each other, like you've got 50 people in this room right now, go and sit in here and have a conversation film and chop it up.
• 9:55
  [SPEAKER_00]: Like,
• 9:56
  [SPEAKER_00]: It's a lot of the time people over complicate these things because they've seen so much advice on social media.
• 10:00
  [SPEAKER_00]: And by the way, people who've never done this for themselves, but now advise people and have to... That's always... Of like, what is the best mechanism?
• 10:06
  [SPEAKER_00]: What is the best strategy?
• 10:07
  [SPEAKER_00]: Strategy is just get it done.
• 10:09
  [SPEAKER_00]: And whatever is the easiest way to get it done is the way you get it done.
• 10:12
  [SPEAKER_00]: So if it's used to hear face and phone, great, if you feel comfortable with that no problem.
• 10:16
  [SPEAKER_00]: If it's you writing something down and adding a picture, it do that.
• 10:19
  [SPEAKER_00]: If it's you doing podcasts or speaking gigs or doing your workshops or standing up giving
• 10:24
  [SPEAKER_00]: just make your life easier and document everything and then distribute it instead of trying to constantly create.
• 10:30
  [SPEAKER_00]: Because creation is a creative, hard thing to do.
• 10:34
  [SPEAKER_00]: That's why we pay advertising agencies a lot of money.
• 10:36
  [SPEAKER_00]: But living your life is not difficult.
• 10:38
  [SPEAKER_02]: That's great.
• 10:39
  [SPEAKER_02]: You're kind of going to do that either way, you know.
• 10:43
  [SPEAKER_00]: The IRS needs paying regardless and I'm showing them so even so I'll like profit of what you're up to There you go.
• 10:49
  [SPEAKER_01]: There you go.
• 10:49
  [SPEAKER_01]: There you go.
• 10:50
  [SPEAKER_01]: There you go.
• 10:50
  [SPEAKER_01]: There you go.
• 10:51
  [SPEAKER_00]: There you go.
• 10:52
  [SPEAKER_00]: There you go.
• 10:52
  [SPEAKER_00]: There you go.
• 10:53
  [SPEAKER_00]: There you go.
• 10:53
  [SPEAKER_00]: There you go.
• 10:54
  [SPEAKER_01]: There you go.
• 10:54
  [SPEAKER_01]: There you go.
• 10:55
  [SPEAKER_01]: There you go.
• 10:55
  [SPEAKER_00]: There you go.
• 10:56
  [SPEAKER_00]: There you go.
• 10:56
  [SPEAKER_00]: There you go.
• 10:57
  [SPEAKER_00]: There you go.
• 10:57
  [SPEAKER_01]: There you go.
• 11:00
  [SPEAKER_01]: There you go.
• 11:01
  [SPEAKER_01]: There you go.
• 11:01
  [SPEAKER_01]: There you go.
• 11:01
  [SPEAKER_01]: There you go.
• 11:02
  [SPEAKER_01]: There you go.
• 11:07
  [SPEAKER_01]: Jim owners.
• 11:08
  [SPEAKER_01]: Let's take it all the way down to that level.
• 11:10
  [SPEAKER_01]: Where should those Jim owners should be posting the most?
• 11:12
  [SPEAKER_00]: So the one of the biggest unlock that I've been told by multiple people said out there off of a session was them thinking not about where is the best platform to build and actually about who they're trying to reach.
• 11:23
  [SPEAKER_00]: And so that's how I approach all of my strategies with clients, whether I'm doing that on stage, with a group like this, whether I'm doing it one-on-one is forget platforms, like screw that, no one cares about platforms.
• 11:32
  [SPEAKER_00]: We need to find out who you're trying to greet.
• 11:34
  [SPEAKER_00]: So, one of the guys out there was like, he said, what platform should I be building on a daily?
• 11:38
  [SPEAKER_00]: Like, after we finish having lunch, and I said, well, who are you trying to reach?
• 11:41
  [SPEAKER_00]: Who's your ideal customer?
• 11:43
  [SPEAKER_00]: He was like, men over 40.
• 11:44
  [SPEAKER_00]: And I was like, and he was like, man, I'm 40, I was like, no, and he was like, well, anyone that's a man over 40, I was like, okay, so how much is your gym membership?
• 11:52
  [SPEAKER_00]: He was like $300 or so.
• 11:53
  [SPEAKER_00]: So rich men over 40, then.
• 11:55
  [SPEAKER_00]: And he was like, yeah, and I was like, right, you're currently saying the ICP is any guy over 40 years old, which is,
• 12:03
  [SPEAKER_00]: like what?
• 12:04
  [SPEAKER_00]: A billion people?
• 12:05
  [SPEAKER_01]: I hear it's a lot of people, right?
• 12:07
  [SPEAKER_00]: So that's not your demographic.
• 12:08
  [SPEAKER_00]: Your demographic is someone who's a beforety.
• 12:11
  [SPEAKER_00]: Someone who's probably only at least like what?
• 12:14
  [SPEAKER_00]: Quarter of a million, maybe?
• 12:16
  [SPEAKER_00]: Maybe a little bit less or at least that.
• 12:18
  [SPEAKER_00]: And then, therefore, that kind of money, they've got to be like VP, manager, general manager, CEO, business owner, blah, blah, blah, which puts them in a certain category.
• 12:27
  [SPEAKER_00]: They are not scrolling TikTok and Instagram on that.
• 12:31
  [SPEAKER_00]: They are probably trying to avoid their wife sending them TikToks and Instagram on their lunch break.
• 12:36
  [SPEAKER_00]: They're on LinkedIn.
• 12:37
  [SPEAKER_00]: They are on a platform that is a business platform because they are business people and you know their business people because they're going to
• 12:45
  [SPEAKER_00]: So instead of thinking about, like, oh, all the other gym owners are building an Instagram, that's what we need to be.
• 12:49
  [SPEAKER_00]: That, like, you're following sheep.
• 12:51
  [SPEAKER_00]: They don't know what they're going to do.
• 12:52
  [SPEAKER_02]: There you go.
• 12:53
  [SPEAKER_00]: You need to look at who you're trying to reach.
• 12:55
  [SPEAKER_00]: And instead of you saying, well, that's the best platform.
• 12:57
  [SPEAKER_00]: No, you have to say, what is the best platform for them?
• 12:59
  [SPEAKER_00]: It's a lot easier to go to a conference, which is how I see social media for all of your ideal customers than it is to try and convince them to come to one that you're trying to do on your own.
• 13:07
  [SPEAKER_00]: So go to the place where they are most likely to find you.
• 13:10
  [SPEAKER_00]: And in the case that I just gave that example of, it would be linked to.
• 13:13
  [SPEAKER_01]: Beautiful.
• 13:15
  [SPEAKER_01]: Yeah, you know, it's funny.
• 13:15
  [SPEAKER_01]: I saw a meme or a photo of the other deals.
• 13:18
  [SPEAKER_01]: It was a carousel post and it was so funny because like, it was like, what does it really look like to have a thousand people that see your post?
• 13:26
  [SPEAKER_01]: 10,000, 100,000.
• 13:27
  [SPEAKER_01]: It was like a call.
• 13:28
  [SPEAKER_01]: A call a scene of 100,000 people.
• 13:31
  [SPEAKER_01]: It's like, you know what?
• 13:32
  [SPEAKER_01]: If you could sit down and talk to that group, like, even a hundred people, even if a hundred people say anything, that's a huge win when you put it into that reality, right?
• 13:40
  [SPEAKER_01]: A visual like that.
• 13:41
  [SPEAKER_01]: And so I don't know if it's frequency,
• 13:45
  [SPEAKER_01]: I think for me, I only post why I got something really important to say, or it's clips like this, right?
• 13:50
  [SPEAKER_01]: And so, I'm just thinking from the Jim Motors point of view, because this is the Jim Motor Podcast.
• 13:53
  [SPEAKER_01]: We're trying to help these guys win the game.
• 13:55
  [SPEAKER_01]: That's what we're here for.
• 13:56
  [SPEAKER_01]: I'm just trying to think like, is it a daily, is it a ritual?
• 14:00
  [SPEAKER_01]: Is it a cadence?
• 14:01
  [SPEAKER_01]: Or is it only when they've got something like a lesson to share?
• 14:04
  [SPEAKER_01]: Like, what do you recommend?
• 14:05
  [SPEAKER_00]: It depends on how serious you are.
• 14:08
  [SPEAKER_00]: Do you make your bed when you get up?
• 14:10
  [SPEAKER_00]: Do you need to do skip workouts?
• 14:11
  [SPEAKER_01]: No.
• 14:12
  [SPEAKER_00]: Do you keep your commitments?
• 14:14
  [SPEAKER_00]: Do you do what you say you're going to do?
• 14:17
  [SPEAKER_00]: Then if you say you want to build your business then you have to take this seriously.
• 14:20
  [SPEAKER_00]: So that's like if you, if you, if you, I genuinely believe.
• 14:25
  [SPEAKER_00]: If you've had bulls big enough to quit your job and start a business, you also need to have bulls big enough to promote it.
• 14:31
  [SPEAKER_02]: Yeah, yeah.
• 14:32
  [SPEAKER_00]: That is your only job.
• 14:34
  [SPEAKER_02]: If you're not going to do it, it is, right?
• 14:35
  [SPEAKER_00]: Well, it's just like your only job as the owner is to make money for the business, the care more people to make more money for the business.
• 14:42
  [SPEAKER_00]: Therefore, everything has to point to cash.
• 14:45
  [SPEAKER_02]: Sure.
• 14:45
  [SPEAKER_00]: So if everything's pointing to cash, you can say I don't have time.
• 14:49
  [SPEAKER_00]: You can say I'm busy.
• 14:50
  [SPEAKER_00]: You can say I've got meetings.
• 14:51
  [SPEAKER_00]: Cool.
• 14:51
  [SPEAKER_00]: No problem.
• 14:52
  [SPEAKER_00]: but just know that it's going to be a lot harder for you to make cash.
• 14:55
  [SPEAKER_00]: Like I think business not just gym owners, it's all business owners.
• 14:59
  [SPEAKER_00]: Find excuses not to do the real work.
• 15:02
  [SPEAKER_00]: We say we're busy, we've got meetings, we've got to do this thing, we've got to meet this person, as all of this administrative stuff that you could give to someone else.
• 15:11
  [SPEAKER_00]: We tell ourselves we're busy because that's busy work instead of doing the only thing that matters, which is to make money.
• 15:18
  [SPEAKER_00]: And if you've serious about making money, which I think your followers are, then get serious about building your personal brand because you're selling a product, it's based on people.
• 15:29
  [SPEAKER_00]: If it was a gym that people wanted to go to, they would just go to the $20 one down the road that's 24 hours and you punch in a code and there's quite a sweaty stuff.
• 15:39
  [SPEAKER_00]: Like, it would make no difference, right?
• 15:41
  [SPEAKER_00]: Because there's just a numbers game.
• 15:42
  [SPEAKER_00]: But if you're trying to build a legacy business, it's built on brand and community, and you want to scale it, and you want to get out of it and hide, you need to take this really seriously.
• 15:49
  [SPEAKER_00]: And so if you want to take it seriously, you can post every single day, which is what I do.
• 15:53
  [SPEAKER_00]: minimum three times a week and I've given your guys like a series of prompts that they've all made the commitment so you can remind them of this you can remind them of this that they have 90 days suppose every day and they've got no excuses of giving it on the plateau they have to do is just answer the questions and I think in 90 days that will change their life.
• 16:12
  [SPEAKER_01]: Yeah, and they'll get a routine and it won't be as hard.
• 16:14
  [SPEAKER_01]: They won't have to think so hard about it.
• 16:16
  [SPEAKER_00]: But this is your business development.
• 16:17
  [SPEAKER_00]: Imagine if I said to you, all I need for you is 60 minutes a week.
• 16:21
  [SPEAKER_00]: Were you guys who when I did the equation or the cost of not doing that?
• 16:24
  [SPEAKER_01]: Yes, yeah.
• 16:25
  [SPEAKER_00]: So do you know approximately what that would be for your business?
• 16:27
  [SPEAKER_01]: Yeah, for this is almost a half a million.
• 16:29
  [SPEAKER_00]: So half a million dollars.
• 16:30
  [SPEAKER_00]: So we did this for everyone.
• 16:32
  [SPEAKER_00]: We did a formula of how much money you get in revenue from one new customer that we've changed to times that by 12.
• 16:38
  [SPEAKER_00]: And then we times that by 12, again, to add another customer every single month.
• 16:41
  [SPEAKER_00]: So there's compound interest.
• 16:42
  [SPEAKER_00]: We went around the room and someone was like $75,000 a year.
• 16:46
  [SPEAKER_00]: Someone else was $188,000 a dollar a year.
• 16:47
  [SPEAKER_00]: You guys are half a million dollars a year, right?
• 16:50
  [SPEAKER_00]: That's the cost.
• 16:51
  [SPEAKER_00]: Imagine that I said to you, Tim, give me 60 minutes a week.
• 16:54
  [SPEAKER_00]: That's all I need from you.
• 16:55
  [SPEAKER_00]: And I'll give you half a million dollars a year.
• 16:57
  [SPEAKER_02]: Yeah, yeah.
• 16:58
  [SPEAKER_02]: In no brainer.
• 16:59
  [SPEAKER_02]: It's what you're leaving on the table, 100% So, brainer.
• 17:01
  [SPEAKER_02]: Yeah, yeah.
• 17:02
  [SPEAKER_00]: But because we all go, but it's hard, and there's time, and I've got stuff to do, when it's embarrassing, what if someone makes fun of me?
• 17:09
  [SPEAKER_02]: It's not.
• 17:09
  [SPEAKER_02]: Yeah.
• 17:09
  [SPEAKER_02]: If I can use for many, I need to be like screw the embarrassed.
• 17:13
  [SPEAKER_02]: Do I declose that?
• 17:15
  [SPEAKER_02]: Yeah.
• 17:16
  [SPEAKER_02]: What are the cool things that you shared too?
• 17:17
  [SPEAKER_02]: And I think because in the medium, not the medium, but what you're sharing, the content, like how you're doing it is a video of you is at this.
• 17:25
  [SPEAKER_02]: Like you were giving examples, and some of them were which were literally
• 17:29
  [SPEAKER_02]: like Twitter posts.
• 17:29
  [SPEAKER_02]: Yes, screenshots, screenshots, share it across other platforms.
• 17:32
  [SPEAKER_00]: Like, it's so it's, it goes against every rule you get told.
• 17:35
  [SPEAKER_02]: Exactly, right?
• 17:36
  [SPEAKER_00]: So I think that millions of followers and my millions of dollars.
• 17:38
  [SPEAKER_02]: Sure.
• 17:39
  [SPEAKER_02]: And I think that the gym owners probably are following a lot of the typical ones that are telling them.
• 17:45
  [SPEAKER_02]: It has to be this, it has to be viral, it has to be all that, yeah, like you said, structured and all that, but it doesn't, you know, and obviously your social proof and why you're here with us is evidence of that.
• 17:58
  [SPEAKER_02]: But I think that that's where you gotta start, like just don't make it any harder than it needs to be, just go do it, you know, like you were saying.
• 18:04
  [SPEAKER_02]: It's, you're gonna live every day, just document what you're doing.
• 18:08
  [SPEAKER_00]: And it really is that easy.
• 18:09
  [SPEAKER_00]: I was, you know, we're speaking to someone out there and they were like, well, what about how do I do this?
• 18:12
  [SPEAKER_00]: And I was like, let's just write in your notes out what you want to say, and just grind your own stuff.
• 18:16
  [SPEAKER_00]: And post that.
• 18:16
  [SPEAKER_00]: And he was like, well, yeah.
• 18:19
  [SPEAKER_00]: Like no one cares about how you present your information, they care about what the information is.
• 18:24
  [SPEAKER_00]: So if you can get people to really like the medium itself, kind of doesn't matter.
• 18:27
  [SPEAKER_00]: It depends on your appetite and what.
• 18:30
  [SPEAKER_00]: Like I first started posting videos, I hated it.
• 18:32
  [SPEAKER_00]: It was awful.
• 18:33
  [SPEAKER_00]: I'm glad I did it because it got me over the kind of initial cringe mountain.
• 18:37
  [SPEAKER_00]: And so now I can do stuff like this like easy because I expose myself to that embarrassment so much that
• 18:43
  [SPEAKER_00]: You know, even my daughter's best friend group chat calling me when I was up on stage presenting me.
• 18:48
  [SPEAKER_00]: I was sorry guys, like, that company has to go to have been like, ah, there's people staring at me.
• 18:52
  [SPEAKER_00]: But I'm like, well, it's fine.
• 18:53
  [SPEAKER_00]: I don't care.
• 18:54
  [SPEAKER_00]: Like, you're all human.
• 18:55
  [SPEAKER_00]: And I think if you find, if you find stuff difficult, it's going to continue to be more difficult than long you don't do it.
• 19:02
  [SPEAKER_00]: Like, I get so many questions confidence.
• 19:05
  [SPEAKER_00]: I think I'm quite a confident person.
• 19:07
  [SPEAKER_00]: Hopefully that came across.
• 19:09
  [SPEAKER_00]: I...
• 19:10
  [SPEAKER_00]: Also, no, that when I was a child, I did not have any confidence.
• 19:15
  [SPEAKER_00]: Like, certainly not with strangers.
• 19:16
  [SPEAKER_00]: Like, I wouldn't pick up my house phone, remember those.
• 19:19
  [SPEAKER_00]: Hearing ring, and I wouldn't order food and restaurants with servers, because I was like, oh my God, I can't speak to a stranger.
• 19:25
  [SPEAKER_00]: So my dad would have to do it for me.
• 19:26
  [SPEAKER_00]: And this was even up and stars about 15 years old.
• 19:29
  [SPEAKER_00]: So standing on stage now, delivering what I deliver in a way that I think feels human and honest and truthful and transparent and all those kind of things, she could never have done that.
• 19:38
  [SPEAKER_00]: But because I've exposed myself to things that make me uncomfortable, often,
• 19:44
  [SPEAKER_00]: I'd then been able to do that.
• 19:45
  [SPEAKER_00]: And that's the thing about confidence.
• 19:47
  [SPEAKER_00]: You don't get confident by reading about confidence or studying how to be confident.
• 19:52
  [SPEAKER_00]: You get confident by just fucking doing the right amount of confidence.
• 19:55
  [SPEAKER_00]: And the more you do it and realise that you're not going to die, the more you continue to do it.
• 20:00
  [SPEAKER_00]: And you actually have to suck at it to get good at it.
• 20:02
  [SPEAKER_00]: And the bit that sucks sucks, but that's why no one wants to do it.
• 20:07
  [SPEAKER_00]: Because no one wants to look embarrassing and like a beginner and like they don't know what they're talking
• 20:14
  [SPEAKER_01]: Yeah, consistent work.
• 20:15
  [SPEAKER_01]: I know podcast that the average episode is seven before they quit.
• 20:20
  [SPEAKER_00]: Yeah.
• 20:20
  [SPEAKER_01]: This is episode 766.
• 20:23
  [SPEAKER_01]: Yeah.
• 20:23
  [SPEAKER_01]: Yeah.
• 20:23
  [SPEAKER_01]: We're in it.
• 20:24
  [SPEAKER_00]: It was just on that point, by the way.
• 20:27
  [SPEAKER_00]: Yeah.
• 20:28
  [SPEAKER_00]: You gave that beautiful visualization about how have you thought about how many people that should be standing in a room with you.
• 20:33
  [SPEAKER_00]: They would people who are numbers.
• 20:35
  [SPEAKER_02]: Yeah.
• 20:35
  [SPEAKER_00]: Two things.
• 20:36
  [SPEAKER_00]: Social Media was ruined us with data.
• 20:39
  [SPEAKER_00]: We've been told that in order to be successful, we have to have millions of followers, we have to have hundreds of thousands of people seeing like absolute rubbish, absolute rubbish.
• 20:47
  [SPEAKER_00]: Like you have what five and a half thousand?
• 20:48
  [SPEAKER_01]: Yeah.
• 20:49
  [SPEAKER_00]: I've got a client who's got five and a half thousand followers ish on LinkedIn, doesn't really mean any year in balance from her LinkedIn.
• 20:55
  [SPEAKER_00]: Because they're the right people following her.
• 20:56
  [SPEAKER_00]: Just like they're the right people following you.
• 20:57
  [SPEAKER_00]: So numbers actually don't matter.
• 20:59
  [SPEAKER_00]: Two is who with who will make it?
• 21:01
  [SPEAKER_01]: Get to quality of the numbers within a hundred percent.
• 21:03
  [SPEAKER_00]: Yeah.
• 21:05
  [SPEAKER_01]: No, it was really good talk.
• 21:06
  [SPEAKER_01]: I mean, I appreciate that.
• 21:08
  [SPEAKER_01]: I'd love to, I'd love to your points about being vulnerable versus, like, do a talk about it.
• 21:14
  [SPEAKER_00]: I'm a judge on social media.
• 21:16
  [SPEAKER_01]: So obviously, we all see that, right?
• 21:18
  [SPEAKER_01]: Somebody's literally in their car recording themselves in a selfie mode, in the one I really get.
• 21:23
  [SPEAKER_01]: We laugh about this all the time.
• 21:25
  [SPEAKER_00]: There's no, there's a week.
• 21:25
  [SPEAKER_00]: What was that?
• 21:26
  [SPEAKER_00]: So this is guy that we've, it's really famous in the UK, called Horne Omega, and he makes fun of all these videos.
• 21:33
  [SPEAKER_00]: So he pretends to be like the camera around behind these things and they're hilarious.
• 21:37
  [SPEAKER_00]: But it always makes me want to like when I see you know to go like they've just got another card then like I've just been laid off and it's so hard and whatever.
• 21:43
  [SPEAKER_00]: And you're like did you like set it up?
• 21:45
  [SPEAKER_00]: Yeah then it's like that's where the doctor told you.
• 21:51
  [SPEAKER_01]: It's going to make that point to you.
• 21:52
  [SPEAKER_01]: Who's taking the picture?
• 21:54
  [SPEAKER_01]: Who's he taking the picture?
• 21:55
  [SPEAKER_01]: Yeah, who's taking that picture right now?
• 21:57
  [SPEAKER_01]: Where do you sell the tripod up?
• 21:59
  [SPEAKER_01]: So vulnerable.
• 21:59
  [SPEAKER_01]: Then you laid on the couch and you took a picture and I call it.
• 22:03
  [SPEAKER_01]: I go, I always write, who took the picture?
• 22:05
  [SPEAKER_01]: Yeah.
• 22:06
  [SPEAKER_01]: Nevermind.
• 22:08
  [SPEAKER_00]: Yeah.
• 22:09
  [SPEAKER_00]: Yeah.
• 22:09
  [SPEAKER_01]: So I guess we see through that.
• 22:11
  [SPEAKER_01]: And that's kind of like one of the things that holds me back a little bit and maybe some of the other folks are like, I don't want it.
• 22:16
  [SPEAKER_01]: I see what's happening here before they even read the post of this move on.
• 22:21
  [SPEAKER_01]: Do you think the market, the people, the people are on social media, they don't think about it the way we think about it.
• 22:27
  [SPEAKER_01]: And they just, they buy into the story and they...
• 22:30
  [SPEAKER_00]: But that's not storytelling.
• 22:31
  [SPEAKER_00]: So the GTO point about the vulnerability thing.
• 22:35
  [SPEAKER_00]: I said on stage earlier that there was a big difference between vulnerability and transparency.
• 22:39
  [SPEAKER_00]: vulnerability is I had like I was saying I cried on the phone to my fiancee that I have something ridiculous but like unfortunately it's what happened.
• 22:46
  [SPEAKER_00]: I'm not going to stand up on LinkedIn to get pictures of her crying.
• 22:49
  [SPEAKER_00]: They're like I had a really hard day.
• 22:52
  [SPEAKER_00]: Because no one tell me seriously.
• 22:53
  [SPEAKER_00]: And I'm a serial.
• 22:55
  [SPEAKER_00]: I love to have fun.
• 22:55
  [SPEAKER_00]: I'm I would say I'm pretty personable.
• 22:57
  [SPEAKER_00]: But I'm a serious business owner with a serious business.
• 23:00
  [SPEAKER_00]: That's what serious targets.
• 23:01
  [SPEAKER_00]: I can't be seen to not have my shit together.
• 23:05
  [SPEAKER_00]: But and this is a big but.
• 23:07
  [SPEAKER_00]: being honest with people and transparent with people about what you're doing, what you're trying to do, what you're building, the realities of that film, because it's, let's be honest, business is hard, creates a human connection with people.
• 23:18
  [SPEAKER_00]: And that is what I talk about today and more continue to talk about is strategic storytelling.
• 23:24
  [SPEAKER_00]: There's a big difference between journaling,
• 23:26
  [SPEAKER_00]: which is like all about you and your feelings and what your therapist has told you to write down in a notebook, which is good, great for mental health and not so great for marketing and strategic storytelling, which is taking your life, your lessons, what you're building and putting it back out into the ether in a way that other people can relate to.
• 23:43
  [SPEAKER_00]: So it's actually not about you, it's about other people.
• 23:47
  [SPEAKER_00]: And the best example, I was sorry, the best explanation I've seen of this was I forget her name,
• 23:55
  [SPEAKER_00]: And she said, building a personal brand is not not looking at me.
• 23:58
  [SPEAKER_00]: It's look what I can do for you.
• 23:59
  [SPEAKER_01]: There you go.
• 24:00
  [SPEAKER_01]: Man, that's wrong.
• 24:01
  [SPEAKER_01]: It's a really good point.
• 24:02
  [SPEAKER_01]: And that will not be clipped out of this and push out on your phone from me here, right?
• 24:06
  [SPEAKER_00]: No, no, no, no.
• 24:08
  [SPEAKER_01]: Guys, it's very clear, I'm good at what I'm good at.
• 24:10
  [SPEAKER_01]: I'm not good at this, right?
• 24:12
  [SPEAKER_01]: And so I'm asking all these kind of rudimentary questions.
• 24:15
  [SPEAKER_01]: And I, you know,
• 24:17
  [SPEAKER_01]: The end of the day, you've got a great framework.
• 24:19
  [SPEAKER_01]: She taught our team, or our underscore members, a bunch of stuff.
• 24:22
  [SPEAKER_01]: You gave us a great actual data.
• 24:24
  [SPEAKER_01]: If somebody's listening to this right now, they're like, man, I really need that help.
• 24:28
  [SPEAKER_01]: How do they get ahold of you?
• 24:29
  [SPEAKER_01]: What's the best lesson?
• 24:30
  [SPEAKER_00]: Good news is, I'm the only Amelia's sort of on the world.
• 24:32
  [SPEAKER_00]: So you can just type in Amelia's sort of, and I'll come up with that.
• 24:36
  [SPEAKER_00]: But yeah, the best place to get a vote of us is social media or Clout.com.
• 24:40
  [SPEAKER_01]: Clout, Clout, OK. OK, L-O-O.
• 24:41
  [SPEAKER_00]: Yeah, it was a big spell there.
• 24:44
  [SPEAKER_01]: again listen it was awesome thank you so much for joining us is taking a couple minutes in here guys listen if you need help with personal brand founder story found like that's really the point it's it's you got your gyms brand in the gym store you're high behind that all that time
• 25:00
  [SPEAKER_01]: If you want your story, if you want to kind of break out behind the walls of your gym and you know, have that as an inbound lead source, this is the guy you want to talk to guys.
• 25:10
  [SPEAKER_01]: There's nobody better.
• 25:11
  [SPEAKER_01]: We did all the research.
• 25:12
  [SPEAKER_01]: We've had the calls with the other people.
• 25:13
  [SPEAKER_01]: We selected her and we spent a lot of money to get her from English so I really appreciate you coming out and helping our team.
• 25:20
  [SPEAKER_00]: Well thanks for having me.
• 25:21
  [SPEAKER_01]: Not really.
• 25:22
  [SPEAKER_01]: Guys, that's it for this episode.
• 25:23
  [SPEAKER_01]: Hopefully that helps you guys until next time, keep chance to the lies we'll see you on the next show.
• 25:26
  [SPEAKER_01]: Bye.