142. Overcoming Imposter Syndrome as a Health Coach ft. Michelle Ellis

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A lot of extremely knowledgeable, smart, and certified coaches have been telling me that they STILL deal with Imposter Syndrome. If you’re dealing with Imposter Syndrome, I can tell you right now, that we are all in this together (yes, even me!). Because we all start our health coaching business at Chapter 1. But the most important part is that we just start. 

In this episode, Michelle Ellis and I are deep diving into how imposter syndrome affects your coaching, how to reframe your mindset so you can gain more confidence in your skillset and abilities, and why perfectionism and Imposter Syndrome go hand in hand. Plus we’re sharing a few exercises that you can use to get out of this Imposter Syndrome spiral. 

Connect with Michelle:

Michelle’s website: https://michelleellisco.showit.site/#/
Michelle’s Instagram: https://www.instagram.com/theorganiccopywriter/ 


Rachel: Hey there, guys. It’s Rachel and Michelle. This week we are talking about impostor syndrome. It’s something that I’ve been talking about with coaches left and right. Coaches who are extremely knowledgeable, they’re smart, they have certifications left and right and yet they’re still this imposter syndrome.

So we wanted to deep dive into some behind the scenes and talk on how impostor syndrome affects your coaching, how your mindset affects your ability not to procrastinate, and a few exercises that you can think of that you can use to get out of this imposter syndrome and say, Bye bye, baby. You ain’t messin with me today. 

So, Michelle, talk to me about when you first started coaching, was there this imposter syndrome? And how did you handle it?

How To Handle Imposter Syndrome

Michelle: I definitely had impostor syndrome. I really felt like I got all of this education in such a short amount of time. And then no one really saw that whole process. They knew I was in school, I was sharing my new lifestyle and stuff. But I just personally felt like –which I don’t even believe was true, that other people didn’t realize how much education I had or what I really knew or how I could help them even though they were coming to me and asking me questions, and knew I was living a holistic lifestyle. I felt like I couldn’t charge for it or I just felt shell-shocked.

Rachel: I actually executed this plan that I had in my mind for you, or for me, even and I would love to hear from you because the coaching part didn’t scare me. Actually, when they were saying in school, do groups, I had a major heart attack. I was like groups, I am not doing groups, I have a fear of public speaking but coaching one on one didn’t scare me. 

What made me feel like an imposter is that I was still going through a lot of my health issues. So I felt like I was not healed. And I hear a lot of coaches who say either I don’t know enough, or I’m not through my health issues, or I’m still struggling in the health zone. So that’s what led me to feel this imposter. 

What Makes You Different Than The Competition

And the truth is also, I’m somebody that would look at other people and be like, they have it all figured out. They have it all figured out. They’re so good at social media. They’re so good at talking. They’re so good at public speaking. I would down and dog myself and have that negative thinking and then it would feed into this vicious hamster wheel circle.

Michelle: Yeah. I always used to get wowed. I would see successful health coaches, because I’d follow them. There’s always that question of like, well, what makes me different? Why wouldn’t someone just go to the coach who already looks like she has it all together? I’m just starting. She already has the beautiful website, the professional photo, the programs on the website, the whole nine. 

I really just had to find my own little nerve to just say, I’m just gonna try it anyway and see how it goes. I had to get over a lot of fears, though, because I was always the kid who didn’t want to read my paper in front of the class. I would get out of it in any different way. Even in my adulthood. I would be like, Oh, no why don’t you just read it? 

I used to get, I don’t want to say picked on but in my school, they would always make sure everyone did go up. And that was it. There really wasn’t a way out of it. So I had to fight through it as a kid. But it was super duper uncomfortable. So when I became an adult, I was like, well, I’ll never do that again. Because now I can make the choice not to. 

Then I found myself like, okay, but you do need to show up. So I do have to speak, Then when social media became very advanced very quickly, and then it was Facebook Lives and all these other things popping up and all these other platforms, it became something I had to do. So it was a lot of getting over anxiety and fears and worrying if I was going to be good enough or stumble and being okay with those mistakes. That was the biggest thing.

Why Imposter Syndrome Goes Hand In Hand With Perfectionism

Rachel: I love that you brought up that because I think impostor syndrome goes hand in hand with perfectionism and all the other syndromes. The inner critic that keeps talking and I think getting over that fear that you’re gonna mess up and know that there’s going to be mess up and know that you’re going to get better over time has to be the only way that you can get out of actually staying in this negative mindset. My, I’m never gonna be enough and my, I don’t know what I’m talking about – we all have the fears, but we just can’t listen to them.

Michelle: Yeah, exactly. Even the other day, even years later I had a creative video and I was kind of nervous and I tongue tied, I got tongue twisted. I was like I should probably turn this into a blooper reel. That would be really funny, but people don’t get to see how many times it takes to do something. And that’s the thing. So I think it’s a matter of being comfortable in your imperfection. No one’s perfect. There are some coaches out there who put out the top quality videos, and they have the camera crew, and all that kind of stuff. But that doesn’t mean that you can’t be successful without any of that at all. 

Rachel: Well, I think about these lines that we always hear, you only are the one that does what you do. I was listening to I think it was Eric Thomas, who has screaming motivational videos, but I do love him, because he just has these great one liners similar to Les Brown. He was like, you have to understand that somebody out there is only needing to hear your voice. 

How To Reframe Your Mindset Around Imposter Syndrome

So getting over that impostor syndrome, that fear of I’m not going to be the best speaker, the best coach. You have to start flipping it around and actually reframing it and saying, No, I am the best coach out there and there’s somebody who needs to hear my story. Here’s my solution. I need to get the heck out of this stinking thinking, to just start and just know you’re never going to be fully ready. You just start doing. Would you agree?

Michelle: Yeah, I think doing is the key to moving forward. I used to watch, I still do, Gary Vee. I never say his last name. And he would always have these videos up where he was so candid, and so just conversational and raw. And I love that. I just took that in and it gave me a comfort of how we really are just real people having conversations, and this is just a new way to do it. So that was really helpful because I wasn’t scared to coach and I wasn’t scared to even do Discovery sessions. I felt very comfortable with that. But it was just the all the other stuff?

Rachel: Can you agree –and you were saying this just a little earlier– that if the imposter syndrome stuff is coming up, then charging your worth also gets affected? 

Michell: Yeah. 

Rachel: I was talking to a coach the other day, who was saying, I just felt like an impostor, because I felt a lack of confidence, because I was trying to get somebody to a three month program and I didn’t have any structure. I didn’t have any program to give. I was like, Well, that’s one of the things that our programs do. Our done-for-you workshops gives you content so you can lessen that inner critic and know that at least you’re showing up with solid, beautiful value content. 

Why You Might Be Exactly What Your Clients Are Looking For

Michelle: Yeah, that was a big thing for me too. Early on, because one of my first impostor thoughts was, why would someone not just go to a doctor to fix their gut issue? Or why wouldn’t they go to a holistic doctor? Maybe their insurance covers it. All of these things would pop up in my head. 

But then I really had to sit back and think when I got clear on what I was offering, and who I was serving, and what niches I was in and looking at detox, and adrenal fatigue and gut issues and things like that, and trying to figure out what makes me really different and what makes me different from the other people? 

I’m comparing in my own brain that nobody else probably is the biggest thing. That always came up for me and it was the rebuttal in my brain that helped me a lot – was that with a coach, you’re getting that personal attention. You’re not waiting in a waiting room. There’s no little chart that comes rolling out and then that’s it until the next follow up visit. 

It’s a lot of hands on communication. Now we have a lot of channels, right? You can message, you can audio, you could do all these things in between, not just email. So there’s a lot of hand holding in the program and I think that’s really really important because people want that. They need that support and that’s what coaching always does. Even Oprah has a coach. At every level people need that level of support. So really, that’s what it’s all about.

How Shifting Your Mindset Can Help You Overcome Imposter Syndrome

Rachel: For people who have impostor syndrome, there can be some self worth issues. I know that was for me, when I started this business, I really got challenged with a lot of old trauma, old stories about myself. Self worth issues, self love issues. 

I always say, if you want to go to therapy, just start a business. Or be challenged with everything that comes up and all those feelings like I’m not good enough, or I can’t do this. I know that one of the exercises that was told to me when I was really on that struggle bus of feeling like I wasn’t good enough, and everyone else had it figured out, was to actually ask people, friends and family to write down on just a piece of paper what they saw in me. What they saw me as a coach, as a person, the quality of value that I give. I put those in a bowl so that each day I could read those pieces of paper. One thing I realized is that impostor syndrome to eliminate it is really all about a shift in mindset. Being willing to shift in mindset 25,000 times a day before you go into the rabbit hole.

Michelle: Yeah, I think a lot of that has to do with what we’re feeding ourselves. So, I would read a lot of books, once I knew Okay, I have an issue with this. I’m going to read some books. I’ll read some books on leadership, or even blogs, podcasts, and YouTube videos that are short and sweet, but motivational. Just trying to feed my brain with that helped me realize that the rest of the world is going through this too. 

Rachel: No matter what type of job or business or situation they’re in everyone goes through this. So it was common, and there’s a lot of solutions out there for it to really help. But I think practice is definitely the one that really is almost like a muscle, constantly have to work just have to start doing. For me, having problems with reading and writing and stuff that was like dyslexia, I had to get over only by practicing. Do a blog a week, do this letter. I had to get over these old stories that were surrounding like, I’m not smart enough. I’m not good enough. All of those delays that I had, and the things that affected my testing. 

I always say I bombed the SATs, because my test taking abilities. And it wasn’t actually until I was going off to college did they realize that I had like, some of these kinds of issues that they needed to give me extra time for and a stain. But before that, for all of my schooling career, I just thought that I was stupid. Because that was all the tests that define your grade. I had to get over that and that impostor syndrome, that fear, just by practicing and doing and being okay with making mistakes. 

When I look back to my beginning stages, there was such a high amount of imposter syndrome, such a lack of confidence, but I started. Yeah, and that’s the difference. I see so many people in procrastination, in imposter syndrome, that then will go in over-course, over-certify, jump around platform to platform thinking that’s going to be the magic bullet for their business. Jump around niche to niche, not be clear, and instead, you’ve got to drill down. Gotta get super clear on who you serve. 

How Practice Gives You Confidence

You got to start practicing showing up and doing lives, showing up and doing videos. If you’re not ready to publish them live, whether that be on Instagram, or Facebook Live, then you’ve just got to start practicing and doing them. Practice screen sharing, practice talking to the phone. When I think about doing this podcast, as much as I’m a talker, clearly, I was worried about doing a podcast, I was like, What am I going to talk about? I had to practice that. I had to get used to having an ongoing conversation. I still sometimes get a little fear. What am I talk about? Is anyone gonna resonate with us? But then it’s just putting that fear to bed and doing it.

Michell: Yeah, I think that’s super important. Also leaning on your strengths a bit. Everyone has strengths. So maybe a coach is a strong blogger, you can do that and dabble in what else you need to do, but focus on your strengths, on how to get out, because that’ll help you get over the imposter syndrome when you’re having success with something that you’re really good at. 

I see a lot of health coaches, sometimes laser focusing on the aspects that are not as strong that still need to be developed. So they just focus, focus, focus, and they don’t do what they’re good at. But it’s like, if you do a lot of what you’re good at, and then slowly practice on the things that need to be developed, then you’re gonna have faster success, too.

Rachel: Well, it reminds me of a conversation. I’ve had so many conversations lately on Discovery calls with coaches, and it’s so helpful to me because it ends up allowing me to bring such value here on what we’re struggling with. She was so super excited when we were talking about building out just a very simple funnel for her business. She’s brand new. She said I’m not great at Social Media, I’m gonna go and take a class and learn about this. And she said, But I’m really good at doing presentations live, face to face. I said, well, great, when you buy these programs, you’re gonna get four different PowerPoints, you can go with them live, she was so super excited. She’s like, I’m gonna go and partner with gyms and spas and chiropractors offices, really got excited about her strengths. Like you said, focus down on just this area of social media that made her feel uncomfortable.

Michelle: Yeah, that reminds me when I first started health coaching, one of the first things I did was try to just go into the local community because I just felt really comfortable doing that. I was already shopping in the stores, I was already having conversations with people in person. So I just felt really good about that. That’s where I started and I still built up online and did things, but I focused a lot on in-person too. Having done-for-you content at the time was great for me, because I could just add some flavor or have little personality things.

Rachel: And let’s be honest, you’re also one of those people that are really good at making your content.

Michelle: But yeah, they’re not recipes.

Rachel: You’re one of those people that could write a program. I feel like some people are really  good at that. 

Michelle: I know for me, clearly I wrote a lot of the programs, but sitting down and doing PowerPoints. That just killed me. It took me like three hours.

Rachel: Yeah, that’s how I felt I couldn’t do recipes. I needed the done-for-you approach. Honestly, even just trying to pull things online that I felt good with. I could tell them what to eat, what not to eat but then at the same time, you’re like, “Well, what am I supposed to eat salad? I’ll just make a smoothie.” But when I remember having one of the spring detoxes and having the exact meal plan, it was just a sigh of relief. It was like, okay, cool. 

I think that’s the thing about our business, if we can wrap this up and just give a great takeaway, which is that our businesses have so many moving parts. We have to blog. We don’t have to blog, you can do video blogs. But if you want to have a presence you could do a recipe blog. There are so many different things that you can do. It doesn’t have to be a standard blog. 

But we need our newsletters to nurture our community that we’ve built, we need our list building strategy, we need our programs that we offer. A lot of that impostor syndrome can come in when we don’t have a plan. I think that’s the biggest thing that I hear. 

For coaches, you have to have a plan. You have to know how to list build and where your ideal clients are hanging out. I think that we spend a lot of time trying to switch platforms, switch email marketing lists, do all these busy work instead of doing a lot of that hard work that’s going to bring us information and research so we can put that plan together.

Michelle: Yeah, exactly. I also think having a community of support. You have your groups to help coaches and I think that’s really important because a lot of times, coaches voice that and then other coaches jump in and provide support. 

Rachel: A lot of us are scared to voice. We feel a lack of Confidence. But when I see every successful entrepreneur online, they talk about impostor syndrome or credit perfectionism. They talk about all the same things. It’s just they don’t stay there. They just say, if I’m feeling uncomfortable, it’s only going to be temporary. But if you don’t do anything at all, that’s going to last forever. Just not starting your business. So Michelle, what would you say is the biggest takeaway that you want coaches to hear from this episode?

Michelle: To really persevere through the imposter syndrome because you’re not alone with it. So just keep going. The more that you push through, it just breaks apart from you and then you stand out on your own. I can do this but it does take that perpetual telling yourself that you can do this as many times a day as you need. It doesn’t really stop because every time you advance in your business, then a new level might come along, a comfortable feeling comes up. 

Rachel: Yeah. We’re not good at that so we go and practice it. 

Michelle: Yeah, especially technology changes, all things are going to be ever evolving. So we always have to be evolving as human beings. So I think we always just have to tell ourselves, you can do this even when we think we can’t.

Rachel: I love that. So guys, if you’re dealing with any impostor syndrome, you’re not alone. Just remember, there are coaches just like you. We all started at chapter one. We didn’t just go to chapter 12 right away. If there’s somebody else that has prettier videos and prettier graphics or anything, that’s not what our ideal clients are looking for. They are looking for us to be professional, but they want you to be real. So don’t forget that. Put the impostor syndrome to the side. Just start even if you’re not ready, do it scared. So we’ll see you for the next episode. And guys, have a great week. Talk to you soon.

Michelle: Messaging is so important for your health and wellness business because you want to reach the right type of ideal client, and you want to attract them organically, especially if you’re just starting your business.

You don’t have a ton of money to toss around with Facebook ads. So it’s really great to really get that concept of, okay, I’m attracting people organically on my social media, they’re connecting with me, they’re scheduling a wellness consultation, health discovery call, and they’re reaching out. Maybe they’re opting in to your freebie. All of that is so important.

In order for that to happen. You have to know who you’re talking to and all about them. But there’s so many things that go into it. You might even find that you have more than one type of person that you’re speaking to. So you might have to have some variation in your messaging and individual posts that go out or cycle them through or do something that.

But you should definitely know, the biggest things are: What’s that big problem that they have? What are symptoms that come from that problem? And really think about them. How old are they? Where do they live? Paint the full picture of what they do on a daily basis. That’s your ideal client avatar.

Rachel: If you’re looking to Google something, go to digital marketer, it’s Ryan Deiss. And Google ideal client avatar, there’s a great download that will take you through that process. You want to know age, demographics, dislikes, TV shows and movies they watch. Really play out the scenario of each of these ideal clients.

But before we dive into ideal client avatars and messaging, let’s talk about nailing your hook. Because I see clients left and right, who are saying, I specialize in gut and I just want to work with people to get them healthier. But it’s not going to work if you just say I want to work with everyone or I just want them to feel better. We want to get really specific.

So can you walk me through an example of a hormone specialist who deals with blood sugar, weight loss, and hormone balancing.

Michelle: Yeah the first thing, let’s say, you’re a hormone coach, and you’re saying something similar, I help women get their hormones in check, and lose weight and do things in the process, but get healthier. If that phrase comes out at all, the next question that I always ask is, well, what is healthy defined by that particular person that you’re speaking to? Because health is so different for everyone.

It’s really, really personal and based on that person’s goals and their problems and what they’re dealing with and what keeps them up at night and what’s their daily struggle.What’s their big goal?

So the hook really needs to be the biggest problem that you help solve for that person that dramatically changes their health or dramatically changes their life. But be so specific with it. Is it balancing hormones? Well, what does that mean? Are you talking to somebody who’s going through menopause or perimenopause? Menopause really messes up the cycle.

The more specific that you can really get with that, that’s going to help you attract the right people into whatever you’re putting out there like your freebie or workshop. So it’s really important to have the hook relate to that big problem that you solve for the person that you ideally would dream about working with.

Another step is to really know, signs, symptoms, and also what they want to achieve. So it’s really know those symptoms because that’s how people identify, and really know what they want to achieve. What is that big problem that you’re solving that they so desire on a physical, spiritual and mental aspect as well?

It’s really important to know those symptoms and what they’re dealing with, because a lot of times, it can be very easy to just fall into general language like, “I help women get their hormones healthy.” That’s good ground to start with. But then what’s next? And how deep can you go with that?

Get so specific and talk about things that might be uncomfortable to say out loud, but really connect with your ideal client? Is she having night sweats? Is her libido low? Did she gain weight during perimenopause? You have to get really specific.

When I think of copywriting and sales, if it was a sales page, these are your individual bullet points that have to be on your messaging everywhere, so that you can connect with them. You might have more than one type of person you want to work with.

So let’s say, you specialize in three things. Maybe it’s hormones, gut, and weight loss. Really sit down and think about, is this the same person that I’m talking to every time? Are these things connected? Or do I have different audiences for each of these? Which is fine, too. So it’s just really important to know that as you present your offer.

Rachel: Well, you just brought up a great point, because when we sit there and think of different audiences, we also have to think of that ideal client. So let’s say it’s a woman who’s dealing with weight gain during perimenopause. You might have a person who’s a stay at home mom, you might have a person who’s working in an office, and you might have a person who is a high powered CEO. But remembering that in your messaging, it’s okay to narrow it down and leave out your other ideal client.

So if you’re messaging and really talking to that CEO that has high stress, really go in and talk about high stress, maybe emotional eating, stress eating, or the weight that’s caused by perimenopause. Really speak to her in those pain points that she’s struggling with so she actually identifies with you and says, I’m going to opt into this freebie today, or I’m going to watch this masterclass where I’m going to sign up for this discovery session.

And I always look at it as someone who also loves health. If I’m going to hire a natural health person, whether it’s a doctor or someone else, I really look for specifics. What can they really help me with? When I’ve had breast challenges in the past, before I looked for natural, holistic experts that specialized in breast health. I wanted to know, is this someone I can hire who knows their stuff, and can really help me with this specific problem?

It’s the same thing when you go to your general MD. They refer you out to someone who can really help you go deeper in that specific problem. So it’s the same thing. So how specific can you get in your messaging as a health coach to those people who are really looking for that expert who can really help them solve those problems?

Rachel: Well, when we’re talking about messaging as well, we’re not just even talking about social media, we’re talking about messaging on your website. Can we talk a little about that? Because you brought up something that I would love to talk about, which is key words.

Before we jump into websites, how do you find your key words? I always say, do your market research, get 5-20 people on a phone call, interview them, take that time out to hear the words that they are saying. Take the exact words and write them down on a word bank. What would you suggest in addition to that?

Michelle: From an SEO standpoint, don’t be too creative. Use words that are so common that people are typing them in Google. So if you specialize in gut health, you should have keywords on your website that are digestion. Do they have a specific issue? Is it IBS? Irritable bowel syndrome? Gas? Bloating? Probiotics.

If you talk about that often, and you think your ideal client might be searching for those words that they are using every single day, use them. Make sure they are problem specific because that’s really important, because that’s what’s going to pop up in Google when they go search and you can even do that yourself. Go to Google and start typing it in, how to heal my gut. Notice all the things that pop up and look. Notice those common keywords and put those in on the back end of your SEO on your website.

Rachel: Such an important topic. Because so often we use health coach words that our ideal client wouldn’t use. Let’s talk about messaging on our website. So somebody comes to your website, and I forget what exactly is the amount of time you have to capture their attention?

Michelle: You’re lucky if you have three seconds. It’s so fast, because we’re a population that is just busy. So aesthetically, you want it to also be visually appealing, you want it to be attractive, you want it to be easy to read and then have pictures and things like that.

With these words, you want to think about the ‘above the fold’. The header needs to be so specific. And if that’s all they read on the website page, is that enough to keep them scrolling? Is it something they get over, whatever the problem is? Is it enough for them to take action on? “Click here and download my free guide.” It just has to be specific, it can be a question. “Are you struggling with your diet?”

Rachel: Your list builder should definitely be up on the top as well. So it should really be that big hook. The headline is that question in very, very bold, like Melissa Ramos.

Michelle: What I’ve loved about her messaging is that I remember her talking about super uncomfortable topics. She talks about UTIs, she talks about bacterial vaginosis.

For me, that is some clear, specific messaging. Most people get afraid to go that deep. So that’s when you fall back to that general messaging and general language, but do you say the things that they’re really struggling with? Because that’s what’s gonna make them opt in and click and hire eventually. So it’s important to be really specific.

If you’re focusing on a woman with Hormonal Health. Is it really balancing hormones naturally? Or is it really down and dirty to the women’s hormone health issues? Is it about her sex drive? If she could fix that, would it save her marriage? Really thinking about exactly what it is that that person is struggling with?

Rachel: That really comes down to that market research. In the beginning, say you’re coming right out of school, and maybe you haven’t done that market research. But for me, I asked friends, people who I felt had similar issues, similar health problems to that of my ideal client, I asked family members, I asked as many people as I could to get clear on what was the biggest thing for their gut issue?

For me, people came to me for food allergies and food sensitivities that was something that in their gut, somebody could deal with like Belly Bloat. But I found that food allergies and food sensitivities and weight loss were my big A’s and I never thought that I would ever be a weight loss coach with gut. But I found that so many people had bad bacteria that was leading to weight gain. At least that’s how I viewed it. And that’s what also set me apart from other people. I do gut differently. I do weight loss differently. Come and work with me and get down to your weight loss issues because you’re on a diet and nothing’s even working.

Michelle: That’s so important. I remember health coaching and I was scared to. It’s easier to write for someone else, right? Even writing for myself, I remember going and doing that inner work to be able to be confident in my own messaging. It took really being comfortable looking at my problems.

So for me, my ideal client was myself in the past, and that might be very similar for a lot of health coaches, that’s why we usually get into the field, right? We want to help the people how we helped ourselves. So it took a lot of feeling comfortable and being able to just push the limit a little bit. Am I talking about bloating? Am I talking about how messed up my stomach was or how I leave a party if I felt sick? Things I never wanted to share with anyone who knew me personally.

No, it was really necessary for me to be able to have people reach out and say, Hey, I’m so glad you did that post. I connected with that, can we have a talk? That’s how you attract people. It’s really just an honest vulnerability. So when you’re doing the market research also do the inner work.

Rachel: If you’re a different topic, because I’ve seen coaches who say, I’m scared to share my story. It doesn’t mean that we share everything. We share the things that we know our ideal client is going to say that is me. I remember sending an email out to my newsletter list when I had Rachel’s Wellness, when I was coaching about gaining weight when my probiotic wasn’t working.

I talked about this realization that I had for myself that I needed to rotate my probiotics so my body didn’t get used to it. All of a sudden, I got five clients from that email. People were like, Oh, my God, this is happening to me, I’m gaining weight, these pounds are so hard to get rid of. What’s going on? Let me try this.

All of a sudden, people were like, I need to work with you. Look at all these tips that you have. And just sharing that personal story with somebody. I also shared how it made me feel because people were identifying with my story as somebody who was recovering from food addiction, stress eating and not having a very good relationship with food. I struggled with food for years and it just helped me bring my client closer to my own life.

Michelle: Yeah. It provides a nice, comfortable platform for them to share in return. No one feels comfortable walking into a room and sharing something super personal. But if someone shares it first, then it feels like others can share, it’s a natural reaction. So it’s nice to be able to get those emails back or someone hitting the contact on your website, or having someone DM you because they’ve read your story.

It’s also just nice to be honest in your messaging, too. So if you’re struggling with that, just draft it a bunch of times. You don’t even have to put it out there yet. But draft it. Sit with it. Get comfortable with it yourself. Would this be the information my ideal client needs to hear from me in order to hire?

Rachel: Yes. I did with every post, whether it was posted on my personal page where I was laying the foundation for my brand, or posted on Rachel’s wellness, my business page, or on my Facebook groups. I always tried to really share with my ideal client, the very struggles that I had with asthma, the struggles that I had with food allergies.

Also even when I would have a flare, that was an important thing. If I had a flare, I used to get Angela Diem on my eyes. So my eyes would blow up after a food reaction. I remember posting that picture and being like, if you’re in a flare, this is what I do, and helping my ideal client to understand what was normal, autoimmune reaction and what was a flare. That landed with clients too. Be vulnerable in those situations where we would be so scared to share something because it also helps our ideal client to identify with us and humanize our work.

Michelle: Your message isn’t going to be for everyone and the people that it’s not for, that’s okay. I’ve heard from health coaches who were like, Well, I want to share this, but back before they did custom audiences on Facebook and everything, you can’t even do that on Instagram. They’re afraid for people they know to see it. You’re not sharing it to help those people. They should be there to support you wanting to help the people you should.

A lot of that comes down to that inner work that you’re talking about. It’s getting over the fear of what people are going to think. Because you declare that you are going to start this business. And you can’t just start this business by doing a few posts that are not speaking to your ideal client with your own messaging, it’s almost impossible to get hired.

Rachel: So let go of that self doubt and what are people thinking of me? That only leads to procrastination. So when we’re not doing the things that we need to do in our business, or when we’re questioning that, that just leads to procrastination. Then all of a sudden, we don’t have a business at all. We feel we’re failures. And it’s a vicious circle. Instead of just saying I’m going to let go of what people think of me, I’m going to make this post, I’m going to do it. And I’m not going to question that or look back.

Michelle: What was actually very therapeutic for me, is I went to other websites, third party websites, MindBody Green, Thrive Global, and I started doing some blogging there. Because even though it was a big audience, the chances of someone that knew wasn’t going to be reading it. And it was an awesome experience to have strangers commenting, thank you, this helped me so much. It just gave me this reassurance and confidence to build me up a bit.

So even if you can do some guest posting or guest blogging somewhere, and really get comfortable with that messaging, that can really help boost confidence to write.

Rachel: Whether you’re building your signature program, or blogging or doing things within those programs or within the blog, there has to be something that brings your story into relation to what you’re teaching. It’s not having that fear to go for the work that you need to do, or not having that fear to put out your signature program and find those stories that are relative to that signature program that you are selling to your ideal client. You have to really know the why of it. I think that’s important. Knowing why you’re messaging a person, knowing the journey that you’re going to take them on, whether it’s a blog, a workshop, or your signature program.

Michelle: Yeah, that’s really important, which goes right back to, who’s your ideal client? What’s their problem? Because when you know that everything else becomes crystal clear. Your freebies, your programs, your offers – everything that you do is there to serve someone. Once you know who that someone is, all the messaging becomes so much easier.

Rachel: Do you think that we’ve missed anything during this episode?

Michelle: I don’t think so. But I would definitely say if you’re really struggling with it, have a friend or a peer record you or record yourself. If you’re struggling with your messaging, look at the places that you’re struggling. Is it in your about me page, your website, social media posts?

First compartmentalize the areas, then actually say, I’m going to sit here and focus on a social media post, or I’m going to write down my story timeline. What happened? What was life like? What brought you to your knees that said, you’re going to change into this as a business? What do you teach now? Actually write it down and figure out the stories that you need to extract to infuse into your messaging and then actually record it. Record some of the verbiage that’s going to be on your website. It will take you out of that fear of struggle, because when we just let go and record it into our phone, it’s so much easier.

Rachel: Yeah, I can’t count how many times I’ve done that. I play it back too. Then you hear it and it just helps. It’s definitely a great way to express myself.

Remember, you have your messaging. You want to know what you do, who you do it for, what problems you solve, get very specific in that. You want to also make sure that your messaging is specific. You can have more than one ideal client avatar, just make sure that ideal client avatar works.

Lastly, really believe in your story. Believe in the story that you went through. And if you didn’t go through a health issue, you still need to get down and dirty doing the same work and figuring out what are the problems and what is your ideal client’s desire? Don’t be scared to get specific. In this, specifics is where you’re going to make the magic and that’s when your ideal client is definitely going to opt in, sign up or hire you.

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