Building a “BIG” following on social media is worthless…
What you should be focusing on is building a STRONG & LOYAL following that consists of:
1) YOUR SPECIFIC CLIENT/COLLEAGUE AVATAR
2) PEOPLE WHO ARE BOUGHT INTO YOUR CONTENT
3) SUPPORTERS WHO ARE WILLING TO PAY FOR YOUR CONTENT
But John?! What about those IG booty chicks that just share photoshopped photos of their fake ass every day? They are making millions of dollars doing banded booty programs?!
Not true. To be honest, it’s a huge smoke and mirror show.
I mean lets be honest, even Drake knows…
“All of y’all havin’ more followers than dollars, and that’s why I cannot relate!”
If you know, you know.
There are two major ways to gain BIG followings:
1) SELL SUPERFICIAL SEX AND GET NAKED ON IG
2) BE A FREAK SHOW – SOMETHING THAT PEOPLE HAVE TO SEE
Neither of these paths are for PPSC Coaches.
We have morals, ethics and strong WHY’s behind our work.
So what sells for building the RIGHT following that will not only have you being appreciated for your expertise, but paid for it?
So the best day to start sharing valuable content to your unique potential client avatars was a few years ago.
But the second best day is today.
Don’t make the mistake of “worrying” about seeing instant payoff. Like training, things don’t happen overnight.
We need consistency mixed with hard and focused work.
Now, here’s the challenge…
Devote no more than 15-minutes per day to really drive value towards a valuable content piece. This shit shouldn’t take any longer.
Efficient, effective and continue to evolve.
SO WHAT DO YOU POST ON SOCIAL MEDIA WHEN YOU ARE JUST GETTING STARTED AND TRYING TO “BUILD A BRAND” ONLINE?
This is a super common question we get in regards to “pivoting” into the online space (lol I hate that term so much). In my experience, a successful transition from in-person to online takes 2-3 years of consistent content production, and GRINDING.
But say you’re willing to put in the time, and grow something that’s not only useful to people, valuable to your business AND fulfilling to yourself for the long run. How do you get started?
I always go back to what makes YOU YOU? What is your defining factor not only as a coach, but as a human being. What makes your teachings, mentoring, coaching, content, and ideas “different” than the others swirling around in the same pool?
This is called your X-FACTOR…
In 2013 I started writing for the first time. And my career up to that point consisted of coaching and training 40-60 hours a week for 7.5 years to that point. First one in the gym at 4:30am, last one to leave at 9pm. And of course, filling slots on my schedule not only Saturdays, but Sundays as well.
To review, that is nearly 8 years of consistent high quality experience at 40-60 hours a week, 7 days a week. I clocked just around 20,000 client hours in that time (between sports performance, personal training, transitional rehab, group training AND mentoring). Yeah, that’s a fucking TON.
(And secret, my first 3 years I made $19 per hour working with pro athletes and extremely high end personal training clients)
But back in 2013 I moved to Madison, Wisconsin and lost my entire client list and had to start over in a new city, new state, new region and no connections, no prospecting leads and no facility. Which leads me back to getting started.
Like a bat out of hell, I consistently started writing on MY expertise, and had a very narrow focus for content development:
HOW TO TRAIN HARD (AND SMART) WHILE STAYING HEALTHY
I used to ask myself, would this article help people to go fucking ham in the gym and push their limits for muscle, strength, performance or aesthetics gains BUT do it in a more intelligent way? Actually be healthy and stay pain-free while doing so?
If the answer wasn’t HELL YES I didn’t write it. But good thing was there were a lot of HELL YES’s, and I ended up writing over 1,000 articles in just under 4 years, eventually being published in every major media outlet in the industry in print and online.
Every time I sat down to write, I simply focused on things I do every single day that are:
1) THE MOST EFFECTIVE FOR MY CLIENTS
2) A LITTLE “DIFFERENT” THAN THE RUN OF THE MILL STUFF OUT THERE
Nothing crazy, still principle based, BUT specific to me as a man, my coaching career and experience, and my education dumping almost a decade into university education.
Looking back at it now, CONSISTENCY was the most important factor to my success with content development, especially articles. Without consistency, nothing else matters.
I didn’t TRY and be consistent, I just fucking did it. I don’t know exactly why (because I made ZERO money from this over the first 3-4 years) but I loved it, and the feedback and value others were giving based on it showed me I was moving in the right direction.
So my recommendation to you all:
The first 3 steps are tough, and those are the ones that usually hold people back from getting started. Because it takes a mature person to look in the mirror and be real with yourself.
For some, it’s not quite time yet to put yourself out there and start cranking on repeat. For others, the time IS now as you’ve put in the work and are the expert, time to show it.
There’s no right time to get started, but there are potentially wrong times, especially for newer trainers and professionals in the fitness industry that are just cutting their teeth.
As important as consistency is to long term success in this game, patience is also equally as important.
Long story short, this blueprint (looking back on it) and methodology of content development is a large reason as to why you’re all here right now in the PPSC Coaches group. It was the origin of many of the businesses and connections I have today.
And this topic will be covered more in depth in our PPSC Masters course in the next few weeks as we shift away from advanced programming and client management into business development.