Coaches who are great at building connection through their content and delivering value and establishing authority, that's pretty common. But they never put the person in front of the consequence of not acting. And instead, they try to use like urgency-based consequences. Like, oh, I only have two spots left. Right. Maybe that's true. Maybe it's not. But people have heard that shit nowadays. Right? It's manufactured scarcity. And people can smell it from a mile away.

The type of urgency that works best today is consequence-based.

Welcome back to the fitness business podcast, Jordan here. Today we're going to talk all about how to create content that doesn't just get likes, but instead leads to clients.

Those things are not always mutually exclusive, of course. You want content that drives engagement,

but not just, oh, you're so inspiring type of engagement. Engagement in terms of like, damn,

that posting made me feel heard, seen, validated. And I now see how this person who posted

that also has a solution to the problem that they really highlighted. So let me, let me frame this

with a quick story. So I was on a coaching call with one of our accelerator clients and it came in. It was like, having me audit a post or it might have been an ad, I forget. And the hook was, here's the simplest way for desk workers deal with lean. And we stopped him. Okay, actually Robbie, one of our success coaches, who's really good at this was like, listen, nobody lies in bed awake at night at 11 p.m. and thinks about their

desk. What they're thinking about is like the way that their gut is hanging over their belt or the way that they're exhausted when they're trying to play with their kids. What they're thinking about is trying to race their car to the kid or their kids of the car and the seven-year-old beat them by 15 yards. So we rewrote this hook and we said instead, here's a better hook for that kind of post that you're trying to make. If your gut hits the steering wheel when you sit down, this is for you, right? Ooh, that hits me in the in the gut. Pardon the pun. But it's like, look, that's going to really resonate much more. It's the same person we're speaking to, same niche, it's just a different entry point. So one describes a category, right, more of a demographic category, right? If you're a desk worker, like, whatever, people don't stop and read that just because they're like, oh, I'm a desk worker. But if you say something that is occurring in their lives in a painful and clear way, they're going to stop and be like, oh, shit, that's me.

Right?

The other version, make somebody stop and put their phone down and say wait how does that person know that right it's the difference between content that gets likes and content

that books calls and so that's what we're going to talk about today and i can share this because

look we've worked with well over 4600 coaches now across multiple fitness niches, right?

From nutrition, hormone health, men's performance, postpartum, whatever it is.

And the single biggest gap that we often find between just random engagement and coaches

who book calls is not their offer quality.

That's important.

Not their formatting on their Instagram page.

It's not necessarily even how often they post. It's definitely not their follower count. The coaches who are really doing the best right now, even with small followings, are not the ones just saying, like, I help busy moms lose weight. They're saying things so specific that their ideal client actually reads or watches the post and feels like they're being watched. So I'm going to share with you how to make that shift from demographic-based content to emotional-led content. And I'm going to also give

you a really simple process to find the language that your ideal clients are using, that you can

use that to create content from using Claude and your sales call transcripts. Okay, here's what most

coaches do when they sit down and write content is they think about their ideal client. In fact, I remember when in our fitness coaching company, we marketed to women with hormonal problems and I wasn't that person. So I used to have a picture of one of our clients that we helped solve this problem and I would have it at my desk. And when I would create content, I would sit down and think about like putting myself in the shoes of that person. Aaron used to actually put on jeans sometimes that were too tight and walk around all day to try to put her back in the shoes of her ideal client around. Like, what is the pain and things that they're actually like feeling, right? That's what we're trying to get to. You should be thinking about them. That's good. But don't just describe them as a person, a high achieving woman, a busy dad, a career professional, a nurse, a runner. None of that stuff really matters. So because you're just trying to describe the person, right? One of our content coaches, Lacey, made this point on a call this week and it really landed. She said the days of opening a piece of content with if you're a high achieving woman are basically over. Not because that person isn't real, but because high achieving women, that describes 50 million people and makes none of them feel specifically seen. Okay, so an example here is Jeremy, one of our students created a reel that got a few million views, not because he said, hey, if you're an Asian man, he said something specific that every Asian man who had ever been told by a doctor or trainer that he had naturally worst genetics for building muscle had either heard out loud or thought in his own head.

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