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Unknown
Hello, my wonderful talent. Welcome to profitable Talents. Alessia this is Murphy. This is Iacopo.
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Unknown
Today we wanted to talk to you about the three main mistakes that online coaches make that lead to burnout. Why do we want to talk about this? Because we've done those mistakes. We made those mistakes. We burned out because of those mistakes.
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Unknown
And we don't want you to do to make those thin stakes
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Unknown
do or make sure pick one
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Unknown
do not make.
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Unknown
Hi friend. This is Iacopo and Alessia.
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Unknown
And
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Unknown
The three main mistakes we want to talk to you about is one
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Unknown
the misconception of over delivering why burns us out and how to fix it.
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Unknown
Their business model and structure that you are acquiring that is spreading you out. We talk about that and also in terms of how you put boundaries and standards and priorities in your life that really dictates how you run your life, your business and everything around it.
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Unknown
Let's start with point number one,
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Unknown
The misconception of over delivering. Don't we just have to add value all the time?
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Unknown
What's wrong with that? I think that the very first time that we heard that, it was someone saying, just give your best stuff out for free
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Unknown
we start to create and so much stuff that we cannot fight with the algorithm, we cannot keep up with the demand.
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Unknown
We think that the more content that we create, the more numbers are going to go up, and the more we are going to have revenue or people are going to come down our path in our ecosystem. But unfortunately, it's not it. I think the trap is that the bigger we grow our audience, the more clients or sales we're going to have, and we think that in order to grow our audience, we need to give everything for free, which
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Unknown
we do, and we still giving everything for free.
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Unknown
But we make a mistake in perspective. Perspective. Like if I we we had to give all of our curriculum that we give to our tech clients. I would personally have absolutely no problem with it. But in terms of perspective, people that I just found me just found me on YouTube going to pay attention or not? Probably not.
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Unknown
So is that a good idea to do so? Probably not. I need to understand at what stage the people that I want to reach is and speak their language. That's why the free content has to be specifically designed for the people that you want to attract. We started doing how to videos for years, and we grew our YouTube channel to 227,000 subscribers.
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Unknown
Now, because of all of the how to content that we created, that doesn't mean that we have 227,000 members in the pain in the paid membership. That would be fantastic. Oh, that would be one. Unfortunately, it's not working like that. It's a tiny I don't even know the percentage, but a tiny percentage of these people that would be interested in what you do.
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Unknown
But it's also the way you treat them. It's the misconception of giving too much value because
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Unknown
you don't want to just create how to content. You want to create content that shifts perspective from people so that they can become clients. And we go deeper into other videos about this. But this is the first problem.
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Unknown
don't think audience equals clients.
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Unknown
Think about clients equals equals. What kind of content should I create for people like my clients to become clients? It's a completely different game. It's not a game of growing vanity metrics anymore. It's a game of nurturing and deepening relationship shapes with the specific right people.
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Unknown
The other thing that I found myself, I think every content creator or every coach out there is doing is to constantly create content, whether it's for free or even in a membership in, in a, in a course.
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Unknown
That we think will hold the hand of our client. So we start creating the most meticulous of videos that rather than saying, I'm going to take you through a path to from A to B,
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Unknown
we start creating content of
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Unknown
8.1, 8.1.1, 8.1, and what it just keeps coming. We think that our people need to know the ins and outs of everything that we do know.
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Unknown
When in at the end of the day, they don't. For instance, I still remember one of our clients. It was brilliant. He was, it was creating. It was creating a course, a path for people to lose weight.
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Unknown
But the way he was creating the content sounded like the word becoming certified by us. The nutritionists and personal trainers.
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Unknown
And I said, but people are just there to lose weight, though. What? They don't want to know what a mockery is or how know our amino acids or how to the molecular structure of lipids,
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Unknown
fats, by the way, that I just want to know what should I eat every day? How much of it and how to track my progress
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Unknown
and maybe give giving me some accountability in the process that we think that we need to give people so many tools and processes and apps and things to watch and read and listen to, but really, people don't want to do any of that.
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Unknown
They're paying you for a solution, not for the process. Why do we do that? I think it's because we don't really believe in ourself enough to just say, you know what? I can explain to you my entire strategy in 20 minutes
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Unknown
because that sounds like, well, then why do they pay me for it? You pay for the experience and the insights and the accountability and whatever service you do that's incredibly valuable.
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Unknown
The last things they need to consume for for them to reach the goal, the better.
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Unknown
So if you're if you think that your course or your membership or your boss has got all this incredible. I'm not saying that there are not incredible tools, but, but they if you think about it, they might be useful for someone. They want to do that profession.
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Unknown
Maybe it's time for you to declutter and take away stuff for your people to be lighter and a little bit less
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Unknown
overwhelming.
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Unknown
So you don't want keywords overwhelming for your people. You don't need they don't need to know everything. There was at one point I started, even I stopped, explaining, the words of the steps in the ballet world, as in, in French, because people were intimidated by just the words, because I don't know what it what it means.
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Unknown
It sounds like a very complicated steps and therefore I'm not going to try it when instead I said, actually just try to jump over the paddle with to like with bending both knees ones after the other. And I went, oh, I just did it. I jumped over the paddle one after the yeah. There's like, well there you go.
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Unknown
You just on the paddle shock. I was about to say by the shock you knew it. You so knew it because I remember the paddle. You do. That's how clients think. They think images. They think stories. So give them that. Don't give them the curriculum of, scientist.
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Unknown
And also over there, over, over delivering can bite you in the bum.
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Unknown
Also, when you make yourself too available for your clients. Not I'm not just talking about social media now. Like when you get hired by someone.
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Unknown
Countless times we hear stories from our clients saying, I, I needed to do this for my client, or I just received a phone call. I had to reply to that problem. What I need to fix I promised this, I, I needed to prepare and deliver this thing.
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Unknown
It happens all the time. But why does it happen? Because we make ourselves two available to people. Because again, I think it's we need to compensate for a lack of self worth. And I'm going to deep too fast for you. I know, but this is what it is. But what I want you to, I want I want to reassure you for what?
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Unknown
With what I want you to. What
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Unknown
I want to reassure you that you've got values and experience, and you should be proud of that. And people don't need much hand-holding. They need the whip. Sometimes they need, And I got,
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Unknown
And the way you do that properly is, is when you set boundaries on your life, for example, I don't tolerate to
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Unknown
prioritize coaching calls over, my gym time.
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Unknown
For example, I go to the gym every Monday, Wednesday and Friday. Pretty basic, pretty classic. This is my meet time. This is where I recharge and I release my tension. I need that time for myself. So my calendar, it's not available in the mornings of three days a week.
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Unknown
And, and I, I dedicate the rest of the days to coaching if I want to.
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Unknown
You have this power. If you only allow people. First of all, don't give your number out. But if you only allow people to book a call with you using a, for example, a calendly link, you can link your Calendly link with your own calendar and block out, time windows so that people will never be able to block a time when you are not available.
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Unknown
Like don't make yourself available when you're not to. But the beautiful thing about this is once they know their boundaries, they're not going to overstep because you set the culture. You are teaching people how to respect you, and they'll they'll learn from you. They'll learn how to respect themselves and return. So it's a beautiful thing.
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Unknown
The second the problem, the burden so many people out is because they choose the wrong business model, the business structure.
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Unknown
We did the same mistakes. We made the same mistakes over the years in multiple products. You know, we are very thick. But that's one let's say
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Unknown
we followed the what we thought. Know what? All of the gurus, we follow the gurus, but we never thought that the guru is, has like have like a massive team of people behind it.
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Unknown
Why don't you just do the real and then you do thing and it's like, yeah, you don't have to edit it. You don't have to create. Do you sometimes don't even have to think about it. Yes, you've got A Beautiful Mind, but most of the people don't do that. You just delegate and everyone else does the rest. We were not like that.
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Unknown
It was just two of us and we just follow. Then we thought, yes, that's the structure that has to be in a certain way. And we never really stopped. Also, we believed the certain that
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Unknown
the structure of a membership of online, online where no one knew about the online. So we we were a knew about that and we said, well, someone has made it work in that way.
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Unknown
It means that it works, right? Let's say reinvent the wheel, right? It's not reinvent in every reinvent the wheel, reinvent the wheel.
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Unknown
Try and say in there five times faster. All right.
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Unknown
And so we just kept going with the same process over and over again until it burned us out. And it burned us out fast to the point I said, I need to stop. I need to step away. Otherwise I am I don't I don't feel that I can create anymore. I don't have anything anymore in me. I'm sorry.
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Unknown
I'm already burned out. I was already burned out by not giving myself boundaries from people because I was always available and plus the business model was totally wrong, which was. So the business model was, for us, a membership. We tried everything. We tried, group coaching, membership 1 to 1. And we made mistakes in all of them.
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Unknown
The mistakes we did in the membership was assuming that we had to create content every single month. This is something that I see across the board. Everybody that wants to create a membership thinks that they need to be there 24 seven or creating new stuff every month, every week, every every two weeks or whatever. This is absolutely not true.
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Unknown
In fact, what we did instead, after doing it the wrong way and burning out because you were creating plans, you were going live every month. You were trying to create something new every single month. What we how we fix the membership was okay. Instead of giving new things every month,
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Unknown
why do we need to create more? More? Think of things every month because our members, we train them to be that way.
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Unknown
Yeah. We train. We train them to receive new stuff constantly because they didn't have a direction. Otherwise. They had a plethora of videos that to choose from, but they didn't want to decide which one. So every month they would just follow the new thing. For the new thing, that's what they were paying.
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Unknown
When we change the system, which we change the the membership into a journey, we actually call it journey, and it's got a specific path to it.
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Unknown
So you you've got you start from zero and you, you actually go to levels one, two, three, four, five.
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Unknown
So it's unmistakable what you need to do every month and you don't meet with you're following a path that is going to take you more than a year. You don't need more content every month. You're already busy doing the path.
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Unknown
Maybe you need some coaching, some accountability along the way, but that could be something that you could do occasionally or on request. On request of the group. It's got to make sense for your members, but you need to design the path. When you design the path and you create content once that makes sense for the path, then you create the journey for them in whatever way feels good to you first, and teaching them how they can do it themselves.
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Unknown
Self-Assess you can create quizzes, assessment, the resources that help them self evaluate. There's so many ways you can teach them that they need to really pull up their sleeves and figure it out by themselves, but I'm paying you for that. No, you're paying me to give you the direction, but you have to walk the path. Here's the path is the direction.
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Unknown
Go. You are the leader, not the servant. That's the the switching mentality
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Unknown
for group coaching as well. The best way we found people get results and when you do is when you do cohorts. So you start the same. The group starts at the same day. They go through the six weeks because you can't have a longer than that
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Unknown
if you do. Cohorts.
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Unknown
Why do you do cohorts? It's because you really, really need to do cohorts, or because you think people are not going to be able to figure it, figure it out by themselves. Most of the times we found that
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Unknown
the most talented coaches we know, they're really deep inside, don't believe they're good enough. So they think they need to overdeliver and be there constantly for their clients every step of the way.
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Unknown
Every time they have a question, they're going to do a 1 to 1 with them. They're going to go live and give them give them resources, do breakdowns. And that's the path for burnout.
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Unknown
Again, we're going back to the membership. You are the leader
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Unknown
cohorts. If you're if if they are necessary, go for it.
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Unknown
I'm sure there is a way for you to leverage your time.
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Unknown
There is a way for people to consume content on their own, and then maybe have support as well. When we did our first cohort,
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Unknown
we in our coaching business, we did, a program that was called Offer launch. It was a group coaching. It was a cohort.
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Unknown
It was founding member. So I wanted to do a live also to record the content and getting paid for it.
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Unknown
So we sold it before and we delivered that later. But then after going through the six weeks
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Unknown
People had to sit down for two hours listening to us, speaking about all of the steps of the path. And at the end of the journey, they all did the thing.
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Unknown
They all had the sales page. They had a beautiful offer. They started selling, but the comment, the feedback that came after that was, guys, there was a lot of time,
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Unknown
listening to you, like, we didn't really enjoy the lives because the component of the live is that I can ask questions, live. If the question is just a little portion of the live, why don't you pre-record the content and just show up for the live?
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Unknown
And I was thinking that would make my like, my life so much easier. That's a great idea. And that's what they did afterwards. We did that. We packaged up all the content so they could consume it, and then only when they had questions or they needed clarification, we would add the live component.
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Unknown
This is how you can leverage your time.
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Unknown
We do exactly the same thing for 1 to 1 coaching. We don't explain to you everything live.
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Unknown
We give you a specific section of the curriculum because that's what they need in the moment. And it's tailored for the for the client as soon as you need to move to the next stage. If you have questions, we have a call and we clarify and we solidify what's been done so far.
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Unknown
But we try to teach our clients to figure it out by themselves. So that's when you are confident that people can figure things out by themselves, but also that you are good enough that your tools are good enough. If they are not, make them good and then apply this system. Otherwise, there's only so many hours you have in a day.
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Unknown
At the end of the day, the business structure doesn't have to be what the gurus say. The business structure has to fit you and your life, especially your life, which is the next point that we're going to get into. So if a structure doesn't work for you, a membership, coaching group, a one on one find the boundaries in the business that will fit you, because there is absolutely no point of me creating a membership.
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Unknown
If I know that I'm not going to enjoy it. I'm not going to create a cohort of people. If I know that is going to drag me, drag the for the whole the whole time, because I have to do the launch and I have to re reconnect with people. And then the business structure is wrong. So we've actually found a much better way to eliminate all this weird things.
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Unknown
And we have a specific method that we follow. On the business structure. You mean, avoiding launches, avoiding total like we don't do launches anymore.
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Unknown
Yeah. We stop doing launches because
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Unknown
we burnt out and you freaked out on me and said, I don't want it anymore. I don't want I freaked out, too. Like, if we don't do this, how the heck are we going to get out? When are we going to get new clients, new sales? Like, I don't know, you figure it out.
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Unknown
And so my brain had to figure it out because this this is how we move forward. She freaks out, I figure things out. And then you pick me up when I'm overwhelmed. Then it's a back and forth. We work really well together.
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Unknown
We start doing launches and we replace launches with something better.
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Unknown
We don't do free challenges, free events, free live webinars, things they if you've done them before, you know that can be very effective.
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Unknown
But they need months of design and preparation. You need a content calendar for promotion and registration. You need to make it profitable and add up sales, down sales and all that rubbish. We don't want to do any of that because we need a team to actually deploy a launch. Done like the gurus used to, say how a launch should be do should be done
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Unknown
till we say, okay, let's not do any of that.
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Unknown
What do we do instead? And I said, you know what?
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Unknown
I don't want to grow a list of freebie seekers because I already have that. I've got thousands of people in the list and I don't want to do that anymore. How do we grow a list of people that are actually going to become clients? List of buyers? Well, let's sell them something then.
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Unknown
That's how you grow a list of buyers.
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Unknown
Brilliant.
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Unknown
So instead of free events, we do paid workshops. Of course, working 1 to 1 with us has got a price, but for a live workshop that I'm going to do anyway because I want to explain new things to present clients, I can just sell tickets to that specific workshop to the public.
00:21:54:05 - 00:22:08:14
Unknown
And if I want to go deeper on a specific topic, for example, how do we create content for YouTube that converts watchers into clients? We've done a workshop that it's called YouTube clients, and it was,
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Unknown
I don't remember, $300 because it was a three day, 200, 300. I don't remember it, but it's a much easier step into our ecosystem than a higher tech product where you need to maybe commit too much.
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Unknown
So low ticket product are good enough for to filter all of the freebie seekers out of the equation, which they would never buy from you anyway. They just want the free stuff. If you don't offer anything for free, what remains it remains the committed people, the one that have been following you, the lurking in the shadow. They never comment, never like, sometimes they like.
00:22:45:00 - 00:22:58:03
Unknown
But then they were waiting for the right offer. They don't need to be convinced because your content does that. Your content does your marketing if done well. And when you drop an offer like a low ticket product
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Unknown
that fixes a specific and complete problem problem and you
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Unknown
offer it for a few hundred dollars, people will go for it.
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Unknown
We'll go for it to just check you out to see what's behind a paywall. And once they're there, you just focus on delivering your product and invite them. Listen, I've got two, three new spots in our mentoring program you want to join? Click the link below the link below. This is how much selling you should do in the workshop.
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Unknown
It relieves. It relieves us from anxiety of launching and allows us to focus on serving. But done properly.
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Unknown
The third point that we get into, which to me is probably the most important one, because we.
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Unknown
We leave at last, we create the business, we create. So what we want to do, we think about serving others. But the very last person that we think about is what about us?
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Unknown
So they don't even ask that. We don't do an aspect.
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Unknown
We want to grow the business no matter what.
00:24:00:12 - 00:24:20:00
Unknown
Nope, not any more. At least if you work with us, we are going to teach you how to put yourself in first place and design a business that can give you the freedom and the profit that you want, because that's what we've been doing it and it works. You know, when you use your brain, magical things can happen.
00:24:20:02 - 00:24:27:06
Unknown
So next time that you think about to your business, think about where where do I fit in?
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Unknown
Where where is the me? So you think about your life, how you create your life, how you you want to spend time with people and then then build a business around your life and but not even building the business even just now, you already have one.
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Unknown
You already working on it. But think about what you can declutter in order for you to spend more time with your family, to spend more time traveling, to not have the anxiety of, loving the Friday and hating the Mondays. Business should be integrated within your life. So you think about how you want your life to be designed and your life, even if it feels that you are creating science fiction.
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Unknown
Because who am I to think about that life? I should be waking up in the morning and read a book and spending time and think about how I can share my knowledge with the world, right? For some people, we heard it in science fiction. For us is reality. Reality in what we live every day, whatever you believe can be reality for you, it can be so please take care of yourself.
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Unknown
Ditch that free community that is a dragging. You don't promise things that you know you're not going to enjoy delivering any of you have promised it. Just say, guys, I'm sorry it's not working for me. I'm totally drained and I need to kill this thing right now. I don't want to have that membership or a or a community that I am not giving anything because I'm dragged and people are abusing me.
00:26:04:18 - 00:26:31:04
Unknown
Just be nice to them and say, I have decided to take this time for me. They will understand. People do understand that whenever you are putting those boundaries up for yourself and you are putting the standards up, we've done it a couple of times and they've been very understanding. If you respect yourself, they'll understand that and they respect you back for it.
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Unknown
And I
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Unknown
And I
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Unknown
And I
