00:00:00:05 - 00:00:27:18
Unknown
A couple of days ago we had a coaching call with one of our clients and she said it's so frustrating when I see people consuming my content, buying my book listening to my podcast. But they say I bought this program from this person. Thank you for your book. Thanks for your podcast. But then I went and hired this guy or this girl and she said, why didn't you hire me instead?
00:00:27:24 - 00:00:45:20
Unknown
It's, what, am I in the friend zone then? And, so we decided, you know what? We should talk about this because it's important. If you are out there creating content and you feeling that other people are stealing your your clients, let's analyze why and maybe how you can change that for yourself.
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Unknown
Hi friend. This is Iacopo and Alessia.
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Unknown
And
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Unknown
You do remember that has happened to us over in our steps as well. This whole. This whole thing of people. I also had people posting in our private group.
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Unknown
Stuff from other instructors. I remember that at the beginning I thought, well, it's a nice thing because I wish my teachers were so open to posting, you know, or sharing or what other teachers did.
00:01:36:20 - 00:01:48:02
Unknown
But there was one of I actually one of my students, you know, has been all adults and said, well, you don't usually let, people come in and eat
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Unknown
in your own space, meaning that you don't let others posting about what the other instructor is doing if they have another membership
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Unknown
and I thought it was okay in a way to just share.
00:02:00:11 - 00:02:32:11
Unknown
But what then? I realize is actually I am letting them. I am letting them just run with what I have taught them or and and not value what I have to say. It's almost like, yeah, you're you're very nice. You have your job is very good. You're giving so much. And I'm so grateful. But I decided to invest into someone else or to invest into another membership because it looks better or has something better to say.
00:02:32:11 - 00:02:40:12
Unknown
Or I wasn't quite sure what was going on at that time. And I think it took me a while in to understanding
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Unknown
that I was maybe in the friend zone. I was maybe too nice. I was too giving what content you feel you are making when this happened, a
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Unknown
lot of the stuff that you were doing, it was a how to how to do the split, how to, have better turnout out there.
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Unknown
We're all very.
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Unknown
Educational. Useful, useful I searchable. Yes. I became that useful person that she was there at any point over then of whenever you needed her. So people just came, took whatever they needed, and then they left. I even have teachers that said, oh my God, I love it, which I am very grateful. I love what you did and I'm using your stuff in my classes.
00:03:26:03 - 00:03:46:22
Unknown
Yeah. So that I figured maybe there is something wrong in that I'm doing just like our, our client group, the channel. I grew the channel because people found it useful. They found it very useful, but I don't think it was useful for the business in a way,
00:03:46:22 - 00:03:52:06
Unknown
this is the position where most of us, find, like I.
00:03:52:06 - 00:04:16:05
Unknown
When I started this channel specifically, I started giving tips for growing a YouTube channel because that's what we've been doing for for so many years. So I felt I, I wanted to help others, and I started doing how to content as well. And the channel grew a little bit. And then I realized I was receiving many comments about, oh, this is useful, thank you so much.
00:04:16:05 - 00:04:35:03
Unknown
But nobody was buying whatever courses I had at the time. So I was wondering, what is wrong here. We've done it before. And then we went down the path of doing the same thing we did before, like, let's have a lead magnet, let's send people to our website and then nurture them on on the back end and sell there.
00:04:35:05 - 00:04:40:18
Unknown
But that didn't quite work as well as in the past years. And then I stopped everything.
00:04:40:18 - 00:04:53:04
Unknown
And I started realizing, why are these other people gaining clients or gaining the sales for the courses and we are in the friend zone. And I feel like
00:04:53:04 - 00:04:56:20
Unknown
the reason why this happens is because, well,
00:04:56:20 - 00:05:11:11
Unknown
we only create videos that get get us discovered how to do something, the three steps to do whatever, and it feels like people find us because they want the quick fix for whatever problem they're going to have.
00:05:11:11 - 00:05:34:09
Unknown
They find the video, they enjoy the video. Brilliant. But of course, what do people need? The people need quick fixes, maybe just to give a hint of the solution, but then they need the actual solution and we might not have that in our videos. Like, did you even mention that we had a membership for the first three years in the YouTube channel?
00:05:34:09 - 00:05:59:03
Unknown
I don't think I ever did. I tried to find the very first video where I said, hey, here's a membership. I never I tried to find out that I never found it. I was so confused. In my opinion, what I, what I think I was missing was the meaning behind what the membership was all about. Who was it before?
00:05:59:03 - 00:06:07:15
Unknown
It was a good point. Who was it for? Well, I knew who it was for, but the meaning behind it, and especially I didn't know
00:06:07:15 - 00:06:21:17
Unknown
the path that the words taking, because I personally took for granted that people could look after themselves once they were in the membership. I was good at organizing myself, organizing my workouts, and doing it by myself.
00:06:21:17 - 00:06:47:00
Unknown
So I took it for granted that the people could do that as well. So I think why the psychology that you had at the time was almost like refusing to promote your membership because you felt like. But they have everything for free on YouTube. What is the point of them paying for it here? And that's a valid that's a valid question.
00:06:47:00 - 00:07:09:19
Unknown
I mean, if you have exactly the same stuff like we did at the beginning, it wouldn't make much sense, would it? No, there was a lot of steps missing within what I believed a membership should look like, or what the path of a member should have been like, and especially what kind of value was a bringing into the membership.
00:07:09:23 - 00:07:30:21
Unknown
what I thought the membership was, is just check as much stuff as you've got in it, in the actual in the actual thing, and keep producing more and more because people up every month because people are paying for it. So that was my perceived value towards what the membership was about. But it wasn't that there was a lot more missing.
00:07:30:21 - 00:07:41:14
Unknown
As I said, the what, what who it was for the passive, the worth taking, the value, the the way I was valuing myself especially and
00:07:41:14 - 00:07:54:20
Unknown
the past that people where were they going once you got into membership or what was their journey? And that was a massive chunk missing that I could not explain to people. And so it's just, you know,
00:07:54:20 - 00:08:00:08
Unknown
sure know that this is a problem that many, many of our clients have as well.
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Unknown
Like they they know the things are the expert. So you knew you were, you know, 20 years in ballet career. You were a freaking ballerina soloist.
00:08:09:18 - 00:08:22:10
Unknown
But then when you create stuff for others, what is the end goal? Like you said, what is what is the ideal, goal that we want our our members, our clients, our customers to reach?
00:08:22:12 - 00:08:48:13
Unknown
It wasn't there, I wasn't there, but I think the problem was coming in not just from a what our offer was, what our membership was all about, but also the kind of content that we were creating at the very beginning. At the end, we just kept going and we kept giving, and we were given from, at the end of the day, an empty bucket, because at one point that how many freaking how many, how two videos can I do?
00:08:48:15 - 00:08:52:12
Unknown
But I kept to create and then kept coming out with more.
00:08:52:12 - 00:09:11:12
Unknown
But it wasn't enough. And still now people sometimes ask me, when are you coming out with the next video? So I'm done with the new stuff for free on YouTube. You have enough stuff for free if you want to pass and you want something more, and you want me to be right there, this is where you find me.
00:09:11:12 - 00:09:36:19
Unknown
It's our membership. This is where I also enjoy spending time with. So this is where I send people to. But, but the problem I'm still facing, and I wish I could go back into restarting everything from scratch, was the model that we chose to grow social media, grow a YouTube channel, and the growing a YouTube channel was wrong.
00:09:36:19 - 00:10:03:14
Unknown
We looked into numbers rather than how to really help people that were coming, into, into our, ecosystem. So what happened was we just kept creating we we looked into the vanity metrics. We were saying, we're just going to help everyone. And it was it. It worked for the wrong reasons. This is now, in retrospect, we can give you some insights.
00:10:03:16 - 00:10:34:18
Unknown
We grew the channel because you were, of course, useful to people, but also people fell in love with you because you couldn't help by being you in the videos. So regardless of what type of videos we produced, people loved you. And that is a component that if you are growing an audience, you already have because people buy people and they love you for that reason then, but they found you probably because of this quick fix idea that they needed something or they were in the mood for something and they found your video.
00:10:34:20 - 00:10:39:11
Unknown
If you are a coach, probably it's a teaching video of some kind,
00:10:39:11 - 00:10:44:19
Unknown
but then they stop there and that's the problem they were trying to fix with this video. So
00:10:44:19 - 00:11:00:07
Unknown
you mentioned the path you are. You understood that for your membership and also for our services as well, because we are speaking from the perspective of perspective of running two completely different businesses about unifying the same principles.
00:11:00:09 - 00:11:18:06
Unknown
So we want to give you insight on from both worlds what you what you said before the path we started creating, we started marketing the membership for a specific goal, and we created a path. You actually created a path for it. We also have a path for our coaching program. For example,
00:11:18:06 - 00:11:31:02
Unknown
when people see the path, it's like you need to go to point A to point B, but there is a big black hole in the middle, and you don't believe you can get to point B because you don't see the steps.
00:11:31:04 - 00:11:53:16
Unknown
Well, the path provides the logical steps to get there. That's your method if you want. And if you start creating videos, well, first of all, understand that you have a method and you have a path if you don't work on it because you have it. We have tools to make people discover this, but anyway, you do things in a certain way.
00:11:53:17 - 00:12:02:06
Unknown
This is what people bind to. They want things to be figured out already. That's your value. Apart from they, they loving you.
00:12:02:06 - 00:12:11:02
Unknown
If in your content they understand that there is a path, is you not just winging it or at service all the time,
00:12:11:02 - 00:12:16:03
Unknown
people start thinking, okay, this person is legit. This person has got things figured out.
00:12:16:03 - 00:12:28:24
Unknown
This person might have a way for me to reach this end goal. If you paint a picture of what the end goal is for them, you could do this with content like you can create how to videos,
00:12:28:24 - 00:12:40:18
Unknown
but speaking about a specific problem and then talk about one specific step of the path and then send them to your product, to your membership, to your coaching program.
00:12:40:20 - 00:13:11:10
Unknown
It's a slight tweak of mentality because content shouldn't just be useful if that's your mindset at the moment. Of course you want to be useful, but if you are at service constantly, people will abuse you because they take it for granted. YouTube is free, everything is free. But if you speak with them in a way that you're not there to lecture them in everything they need to know to go from point A to point B, but actually make them do the shift in mentality mindset about that specific topic.
00:13:11:16 - 00:13:14:06
Unknown
That's a very different type of content.
00:13:14:06 - 00:13:31:17
Unknown
It comes to mind that time when we wear the yoga retreat. And in the elevator. You were speaking with this person, and she said, oh, you're a ballerina. I always wanted to do ballet, but I never done it because I've got scoliosis. And you said,
00:13:31:17 - 00:13:36:07
Unknown
did that stop you? I've got scoliosis. And I had a career in ballet.
00:13:36:09 - 00:13:56:08
Unknown
And I still remember her eyes lighting up and say, oh, my God, I never thought, I never thought possible that I could do ballet even in my age. Thank you for opening my eyes. And I'm going to try some of your classes. I'm going to sign up for your membership. And I'm and and immediately thought, imagine how many other people had some kind of limiting beliefs.
00:13:56:10 - 00:13:57:12
Unknown
So
00:13:57:12 - 00:14:23:01
Unknown
if you are creating content like for adults, like we did for the past, years, imagine if we understood this concept and created videos around the type of problems that an adult can can have, like even talking about scoliosis in ballet and giving them permission to just say, yes, you can do it. That piece of content would immediately say, wow, amazing.
00:14:23:01 - 00:14:25:22
Unknown
I can now look into how to do it.
00:14:25:22 - 00:14:44:05
Unknown
And if we invite them to a product that is a solution, direct solution to what they want, that's how they become their clients. Because if you don't do that, they'll start looking into ballet for adults and they'll find someone with a product and they'll buy from them immediately in a matter of hours.
00:14:44:07 - 00:15:21:21
Unknown
So this is the reason why it's very good to be useful to people, because that's how they find you. But you want to lay down a path for them, having completely figured out what they want. I'm talking about the people that you really want to work with, not with anybody that can work with you, that can have the can pay you, but the people that you enjoy working with, if you create videos in a way that not just are useful, but also the shift their mentality about what they can do, and then invite them to take the most sensible step to learn more.
00:15:21:23 - 00:15:37:12
Unknown
It could be to send you a DM, it could be to book a call. It could be to apply for an application form and a website could be to join in a workshop that you're doing, whatever that is you need to have this element in the content so that people will not steal your clients from you anymore.
00:15:37:12 - 00:16:14:05
Unknown
And also free, free stuff never really helps anyone in my opinion. I'm not saying no to any of the free stuff, but the the freebies, the downloads. It just spams your your own ecosystem with people that will constantly be looking for free stuff for instance, when we had a Facebook group, right. So we had people even coming from the where the were invited to our Facebook group for, once they signed up for a free trial of the membership, for example.
00:16:14:05 - 00:16:22:17
Unknown
So I said, wow, that's nice. So they can join the free the free community on Facebook and people can just be there. They can chat,
00:16:22:17 - 00:16:35:22
Unknown
They can even convince themselves in a way, after they've seen how beautiful the community is, where people are posting, they're posting about the classes that they are taking. They're just coming in and they will say, oh my God, I love the the whole, the whole community.
00:16:35:22 - 00:16:51:13
Unknown
I'll stay. What happened was that the community, yes, grew, thousands of thousands of people in that community. But the problem was that once the two week trial that they had run out, they canceled the membership.
00:16:51:13 - 00:17:06:15
Unknown
But they stay in the group because it was impossible to then understand who was who was there, who was not which, by the way, we don't have that problem anymore because we use Kajabi and Kajabi to Kajabi communities are incredible.
00:17:06:15 - 00:17:32:03
Unknown
So everything is automatic. It is the best software we've ever used. So we've got our membership there and we also have the most incredible community. It just I love when it's automatic, people come in and then go out and once their membership is finished. But the problem with the, that we had with the free community, and that's why, number one, I never liked, Facebook community because it's messy.
00:17:32:05 - 00:18:02:17
Unknown
It's, it's in the middle of the social media, and most of the time people don't even like social media. It doesn't feel, intimate enough. But people that where not they are pain. Right. Because they just stayed after a free trial or they cancel their membership. They wear their rotten apples at some point they felt like they were just posting random videos, or they were posting about other stuff that there was going on in the world, or they were even mean to P.
00:18:02:18 - 00:18:27:22
Unknown
I had people that there were a me and to other people, which is something that I never wanted to have because I wanted to create a safe space. But with that system it never happened. So I either banned them from the community and it was extra work for me, or I was trying as best as I could to create a, culture, a culture that could help people.
00:18:27:22 - 00:18:45:06
Unknown
They would, you know, they would stand for each other. And what I saw there were also arguments, and I didn't want to have arguments. So creating a free community where there is, in a way, free speech, which is nothing wrong with that, but not
00:18:45:06 - 00:18:49:19
Unknown
helping each other out or not supporting each other up.
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Unknown
It never did anyone good.
00:18:51:18 - 00:19:23:21
Unknown
So I ended up closing that community and and we went into our private community on Kajabi only that's because the people that pay, they pay attention, but also they support each other, and they respect not only the people there are in that community, but also the person that has created it. So at the end of the day, whenever you create in your path, so whenever you're creating your content online, you gotta think about having these boundaries already.
00:19:23:23 - 00:19:40:18
Unknown
And it's not just about giving everything, it's about solving little problems here. And there where, when, then you can invite them to your path, your membership, the place where you enjoy spending time up. And
00:19:40:18 - 00:19:49:05
Unknown
that is the only way that people that come to you, they find, they find your little nuggets here and there
00:19:49:05 - 00:19:51:00
Unknown
and they will come back for more.
00:19:51:00 - 00:20:03:01
Unknown
But how do they come back for more? They come back when they know who you are, what you do, what you pass is. If you can help them out, but not give them all the answers in the world.
00:20:03:01 - 00:20:28:20
Unknown
Otherwise people will abuse you because we let them abuse us. So we let them. We let them do whatever we want because we are at service. So we get that comment and say, why don't you create a video to help me out with this? And you create the video to help them out with that. Why don't you do a video that help me from A to Z and everything that I have to do in my life, and you create that video and then they come.
00:20:28:20 - 00:20:54:15
Unknown
They take in this day by and they still don't know what to do. They take, but they don't do anything. And then they go and find someone that has that path laid out. It's actually so clear what they do in they go. Even if they if even if their coach might be absolutely awful. It happens. And you go, but he's got the answers to all my questions.
00:20:54:15 - 00:21:03:17
Unknown
And therefore you have been very useful up till now. But because he's got the answer or she's got the answer, they're going to go to him or her.
00:21:03:17 - 00:21:10:08
Unknown
Instead of just trying to be useful to people, be yourself, but also lay down the path for them.
00:21:10:08 - 00:21:21:18
Unknown
Understand that the path has got few steps. Talk about the steps in your videos. Make people change perspective around things instead of telling them everything they need to know about this stuff,
00:21:21:18 - 00:21:33:00
Unknown
then invite them to join your product because that's when you are at service. When people actually give you money, that's when they pay attention and they respect you.
00:21:33:00 - 00:21:38:04
Unknown
They do everything you say and they get results, which is the most important part.
00:21:38:04 - 00:22:01:20
Unknown
And I
00:41:25:15 - 00:42:17:07
Unknown
And I
00:46:02:00 - 00:46:30:06
Unknown
And I
