159. How Self-Worth, Personal Growth & Feminine Flow Will Help You Achieve Success with Tracy Litt

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You’ll never grow your business faster than you grow yourself. If you want to take yourself to that next level in your health coaching business and generate the success you’ve been dreaming of, you have to do the inner work and heal yourself first. I promise this is so important for yourself and your business! 

Today I am talking to the amazing Tracy Litt, founder and CEO of The Litt Factor, a personal growth and coaching company specializing in women leaders and entrepreneurs. Tracy is a certified mindset coach, spiritual advisor, rapid transformational hypnotherapist, best-selling author, TEDx speaker, and creator of Mind Magic®, a proven methodology that marries metacognition and spirituality, neuroscience and quantum law to expand and elevate more quickly.

In our empowering conversation, Tracy gives us her unique perspective on women’s embodiment, owning your worth, overcoming your fear, and doing the necessary inner work so you can show up as a better leader. Tracy also shares her best tips on getting into the feminine flow when building a successful coaching business. 

Connect with Tracy:

Website: https://thelittfactor.com/
Instagram: https://www.instagram.com/thelittfactor/
Facebook: https://www.facebook.com/thelittfactor
LinkedIn: https://www.linkedin.com/in/tracylittlester/
The Elevation Experience: https://thelittfactor.mykajabi.com/tee
TEDx Talk: https://www.youtube.com/watch?v=N1UDBF1cdgw&ab_channel=TEDxTalks


Rachel: I’ve asked my good friend, Tracy to come and talk about women embodiment, to talk about owning your worth, to talk about all that stuff that it’s required when you’re building a successful coaching business. So Tracy, can you tell everyone a little about yourself? Before we get started? 

Tracy: Hi, I’m so excited to hang out. Hello, beautiful listeners. So I’m Tracy Litt. I’m the founder and CEO of the Litt Factor. And we’re a personal growth and coaching company that specializes in women leaders and entrepreneurs. And you come to us to take yourself to the next level, because in order to generate your next level of success, that requires you to become the next level of who you are meant to be. Yeah, that’s the healing work that we do every day.

Advice For Coaches Who Want To Charge Their Worth

Rachel: That’s the work that we all need to do. Because too often our stuff gets in the way of actually our growth. So let’s even dive into that for all the listeners. A lot of coaches come to me and say, I just don’t feel that I’m worth charging the price that I’m charging. Or I don’t know if I know enough yet. What are some tips and advice that you can give to them first? 

Tracy: I’m chomping at the bit. Grab something to write with and write on, because you’re going to want to take notes during this conversation. So let’s address both of those in a way that’s of high service to you. Because in my world, inspiration without application is useless. I’m not here to hang with Rachel and make you feel good. I’m here to ensure that you know there are certain things you can do from this conversation that’s going to take you to the next step, right?

I need to ask you to stop conflating the worth of your coaching services with the worth of who you are as a spiritual being having a human experience. You don’t charge what you’re worth ever. Because that means you are mixing up your own value with the value of how you’re serving your clients. Are you with me, Rachel? You are attractive. So I need you to remove yourself from your business, which sounds crazy because you are your business, right? And you’re serving through your business and you’re the service provider, most of your personal brands right. Your business has nothing to do with you.

When you are looking to price your services, you are pricing through the lens of the value of what your client will receive when they show up to do the work you are facilitating.

This is a very big deal. I see it all over, too. Women come into my world. They’re like, Oh, shit, okay, I get it now, right? Because all of your worthiness issues, all of your wounds that you haven’t yet healed, those are the things that are prohibiting you from realizing you’re worthy and you’re enough every day. It is going to interfere with your ability to price your services in alignment with what the value for the client is.

I’m gonna pause there. Tell me where you are with this before we go to the next thing?

Rachel: Well, I can think for that person. That’s okay. How do I actually get to that self-worth? Because there’s so much trauma. I think that’s the stuff that holds us back. And we need to be willing to not be scared to go into that pain.

Tracy: Yes, of course. That’s the core of what we do at the Litt Factory. We do the inner work, the healing, the growth, and expansion work because you’ll never grow your business faster than you grow yourself.

The Steps You Need To Take To Do The Inner Work

Rachel: Before we go to this next step, tell me what kind of person, who is at that infant stage, even if they’re like, I am ready to hire this live woman. She’s amazing. What would you say are the steps you have to take to get yourself ready to address and do that inner work? Because I think that’s where a lot of coaches get caught up in the business building and realize that the business building is so innately connected, it’s reliant. 

Tracy: You must do the inner work in tandem with any Strategic Business Building you’re doing period full stop. Okay? The only reason every single strategy available to you works every single one. The problem is you aren’t in enough belief, or self-belief, in your capacity, belief in what’s possible, because so many of the wounds and the inhibitions and the insecurities are making it blurry. Right? 

So when you come through and you work on yourself, you are now executing those strategies. You’re in an energetic alignment with those strategies, and then anything you choose will work, right? 

So you ask, what do you need to do? You simply need to decide. There isn’t like a laundry list of readiness. If you are willing, and you are committed, we’ll do the rest. Right? Because you do. You need a great guide, you need a great coach, you need a great community, right? To be able to come inside and do the healing and teach you how to work with the trauma that is stuck in your body and teach you how to think like the person you’re becoming instead of the person that you’ve been. To help you shift your relationship with fear, which is one of our areas of expertise. 

My TED talk was about fear, to really be able to recognize that, first of all, you’re doing something amazing as a coach. Let’s just be clear, you’re amazing. The world needs more of you. Because 95% of our population is still asleep. You’re making something out of nothing. That’s what entrepreneurs do. And that’s amazing. 

So celebrate yourself, and then decide, are you committed to what your dream is? Are you committed to why you started this coaching business in the first place? Are you committed to leaving your legacy of impacting service? Yes, the answer is yes, you wouldn’t be hanging here on this podcast, then decide to invest and do some of the inner work. And then it just starts to unravel in the most beautiful way.

The Strategies Used To Help Entrepreneurs Do The Necessary Inner Work

Rachel: And tell me, what are some of the strategies that you guys use to help go into kind of do this inner work?

Tracy: So we only serve women at the Litt Factor. And Mind Magic is the name of our core container. And inside that container, it is the most comprehensive program because we’re going to do deep inner healing. We’re looking at your wounds, which is basically the ship it happened or looking at the color.

We go back into your body, your subconscious. When did you feel unsafe? Unheard? Unworthy? Who in your life was shutting you down, and you started to become smaller? Where’s your perfectionism originating? Where’s your procrastination originating? Your anxiety? You weren’t born with it? It was an adaptive behavior, you start to understand yourself, right? 

So we heal those wounds we use. I’m also a licensed Hypnotherapist. So we use subconscious reprogramming with hypnotic recordings. And then, we look at your emotional addictions. So for those of you that are like, “The harder I work, the more successful I am,” is an addiction I had to deal with and I have talked very openly about that connection of self-worth to overworking.

Rachel: Yes, overworking, over efforting, overthinking are all trauma responses. It’s like when you aren’t operating from your inherent wholeness, which just for the record, you’re there already. That’s the beauty of it. 

Tracy: Yeah, let’s go slow here for a second. You’re worthy, you are enough. You are your whole, now inherent as your birthright. That is what’s real about you. And societally, we’ve been so conditioned to play this “I’m not enough” game and keep ourselves low. 

How To Show Up As A Better Leader

Rache: Yes. So what happens for you when you wake up in the morning, and you’re done playing that game, when you’re already enough? What happens, and how do you talk about that? Because when you don’t feel that way, it’s really hard to imagine what life would be like. So this person, let’s say, they’re doing this kind of work? How do they then show up as a better leader in this world? What’s it look like? 

Tracy: Oh, such a good question. You wake up in the morning, and you’ve slept the night before. Number one, we ]wake up in the morning and you are awakening with a sense of gratitude and a sense of readiness for whatever possibilities the day is going to bring forth. Right? So you’re operating from a sense of trust instead of a habit of control. Your boobies are out, your shoulders are back. You have confidence, right? And not because you had to stand for 10 minutes with your arms at your hips like Wonder Woman, right? But you are more effective as a coach because you no longer care what everybody thinks of you when you show up and serve. 

Rachel: I think that’s a huge one. That’s where that inner critic and what are people gonna think of me when I show up? I had somebody on a call right before we’re recording. I said to her, well, you’re gonna get your freebie up and going and you’re going to do ads. And then you’re going to do videos and show up. And she just said, I can’t do this. 

I said, No, it’s that you’re not stepping into who you really can be. And it’s that fear of what people are going to think of me. I know we’re in the middle of what it looks like to be in leadership. But how do you actually push through that fear of showing up and being that leader?

How To Push Through The Fear Of Showing Up To Be The Leader You Want To Be

Tracy: Oh, this is so juicy. Such a good time. Okay, so a few things. We don’t push through ever. So in the Litt  Factory, there are certain things that we just don’t subscribe to. Because we are here as a company that is shifting out of and eradicating patriarchal paradigms. And we are introducing whole new ways to live and coach and be through the lens of the consciousness revolution, right? We’re here, everybody, you wake up because you’re gonna be asleep forever. 

So the first piece of it is understanding what gets to be healed that has caused you to be so hyper-focused on what everybody else thinks, right? For example, if the only way you got approval from your mother was when you acted a certain way, and then she was like, good girl or, oh, my God, I’m so proud of you. You were conditioned to care a lot about what people think. So caring about what people think originates through your first family, right? What I just described. 

It also has a very primal element because when we were cave people, which is where our first brain was created, our primal brain. It’s where our fear response lives. We lived in tribes. And if you were to not go with the tribe, if you weren’t accepted, if you weren’t liked by everyone, which meant you needed to care if your tribe is with you. Because if you were ostracized from said tribe, it literally meant death back in those days. You were gonna fend for yourself. You are dead, no food, no shelter, no community, it’s over. So there is a very primal element to caring about what people think. 

And then you add that first family, for some of us, it’s more pervasive than others. And then you add society and culture to that. We certainly live in a culture where we are psychologically manipulated. 

To think that the outside is what dictates success, to think that we have to stay in line and follow the rules and do exactly as everybody around us says. Before you know it, you’ve now become a people-pleasing contortionist caring about what everybody thinks about you. 

What makes me very sad about it, which is why I teach a lot about it, is if you are caring what other people think, you are a shell of who you are, right? You’re not fully expressed. I am looking to build a world where everyone in it is like, take me or leave me either way. Because I’m fully self expressed, now we’re resonant. Now you’re gonna break in, right? The clients that love you because of your essence and your energy, right? Versus what do I have to say in this life to get this person to do this?

Rachel: Yeah, it’s a totally different way of operating. 

Tracy: To me, it’s the only way we all have to work towards that. Because think about the world that we live in and generational change and modeling, right? Let’s say we’re in a group of women, and every one of those women is constricted internally and caring what everybody thinks, then we start to normalize and call common what is not okay.

Versus now we start to play this game where every woman is like, I’m fully self-expressed. And this is what I actually believe. And I love to say the word shit, but you haven’t been saying it because you’re afraid. Whatever else, right? It’s really being able to express yourself in what feels the most aligned for you in the most expressive way possible, and know that the way people respond to you is not your responsibility. Big deal. No big deal, especially in coaching or teaching, because I believe that the greatest coaches are also teachers.

You can’t channel, you can’t trust your intuition. You can’t just flow because, wait a minute, what’s the next thing I’m going to say? It’s like you’re robotic. And there’s nothing real about that.

How To Step Show In The Flow & Step Into Femininity 

Rachel: The part that gets really difficult for coaches is that it can be scary because everyone always says I’m scared. And for coaches who are up-leveling or brand new, that word comes up a lot. It’s scary to step into that flow, because there is no prescription for what it should or should not be like. And when you’ve been a puppet master, or you’ve lived in the world of I need to be perfect, there is this hypervigilance that comes with it. And it seems like there’s a plan. So how do we show up in the flow and really step into this feminine femininity that we’re talking about? 

Tracy: Yes, we could do a three-day workshop on this.

Rachel: Also, if your stuff got triggered during this conversation, that’s actually a really good thing.

Tracy: I hope I activate people. That’s kind of the point, right? 

Rachel: Sidenote, as coaches, if you’re not, then you’re not really coaching. Like you can’t coach from a place of being passive and not wanting to ruffle feathers. You’re being invested in, people are paying you money for a transformation, and they want smoke up their ass, they’ll call their friends.

How To Overcome Your Fear Response & Shift Your Relationship To It

Tracy: Okay, so there are a couple of things I want to mention here. So if it’s cool with you, we can pin the TED talk to the notes section of this because the TED talk really talks through the fear response and the connection to the nervous system and stuff, which is where I want to go with this. 

So it’s recognizing anything unfamiliar. Like you said with your prior client, right? You’re gonna do this, and then you run an ad, and then you’re going to do a live, and then your nervous system goes into feeling unsafe and paralyzed. Which is what happens with our fear response. Your fear response is like married to your nervous system of feeling unsafe. Your fear response is what happens when you perceive something, your thalamus takes it in, it actually triggers your amygdala, which is where your fear response is, and it says, Be scared, do something to save this woman from death. 

Here’s what I want you to know. None of us have ever lost clients to visibility or visibly making offers or showing up and using your voice or doing the work. All the things that feel really scary. I swear to you, you’re not going to die from it, it just kind of feels like you are for a minute.

I don’t think I’ve ever lost a client to them. I can say that confidently. And to learn the answer here is to shift your relationship with fear. Because we don’t push through. We don’t overcome. We don’t do it anyway, that is the masculine approach to fear that actually backfires. When you approach fear that way, it actually makes it louder and more pervasive. 

What I want to invite you to do is see it, appreciate it. Actively love it, right? Because fear is on the scene because you’re doing something bigger than you’ve done before. So use the Facebook Live example because it’s just such a good one for every single one of us. If you go back to the first video that I ever recorded on the Litt Factor Facebook business page. It was 2017. I had sunglasses on my first Facebook Live. Because I said to myself, well, if they can’t see my eyes, then they’re not really seeing me. So I’m not really being visible. But it helped me bridge the gap. And then I just started going live.

So being able to recognize that fear is arriving because you’re getting visible in a way that you don’t have evidence for. You’ve never done this before. So appreciate the fear in the moment. Like, okay, hi. feel afraid. I know why because you think I’m gonna die, but I’m not gonna die. I’m just doing something that’s gonna connect me to that thing I keep saying I want, right? So we’re talking about shifting our relationship with fear and then working with your body, working with your nervous system, regulating it, giving it the safety it needs so that you can take the unknown action that you need to take.

How To Give Yourself The Space & Safety You Need To Overcome Your Fears

Rachel: I love that. What would you say are things that you can give yourself that space you need? The safety? 

Tracy: Okay, so let’s do something experiential because it’s so good. And it works so well. So this is called alternate nostril breathing, right? Let’s just literally do two rounds of it because I want everyone to feel the difference. So wherever you are in your body right now, to what you said before, maybe you’re a little jacked up, maybe a little mad at me, maybe you’re a little scared, whatever is going on. Notice it. 

I’m going to invite you to close your eyes in a minute, but I want you to watch first. So alternate nostril breathing is plugging one nostril with your thumb, breathing in through the left, breathing into your belly also. 

So if you’re watching me right now, watch my shoulders, I am not shrugging up my shoulders. This is important .Because to activate your parasympathetic state, which is the safety state of your body, we have to get access to your lower lung with your breath. Breathing up here is like panic attack-ish. We don’t want that. That actually makes you more sympathetic and stressed out. 

So we plug and we breathe into our belly. And then when we exhale, we plug with the ring finger and exhale through the nose, then we inhale through the right. Plug the right, exhale, the left. Breathing, the left side, the left, exhale the right.

You do five rounds of that. And you will be completely dropped in the flow. 

Rachel: Well, there’s so many coaches with trauma that show up And I think that they dive right into the specifics of like, I need to have my freebie up, I need to do this, I need to do that, I need to get the website. There’s so many moving parts. But I think that we often forget about that abundance flow, and to be in the present moment with our bodies and with ourselves to be able to show up and expand. 

2 Steps To Make Money & Attract Ideal Clients When You’re In The Flow

For the coach who really feels like they’re in the flow, but they’re not making money or not attracting that ideal client. What would you say? Or what would you think is maybe happening?

Tracy: There’s so many things happening. From a strategic standpoint, you’re not doing everything you say you’re doing. I just know, I’ve seen enough. I’ve worked with enough people because I work with all entrepreneurs and leaders. But I work with a lot of coaches and healers. We say we’re doing everything. So let’s just play this game and pretend that I became invisible. And I was just chillin’ next to you all day for a week. What would I see happening? Are you really showing up every day? Are you really following up? Are you really putting yourself out there? Are you really reaching out to local networking groups really talking about your story and really giving your ideal client those points of view they really need to know? Are you actually making invitations to work with you? 

I’m saying this and I want you to hear me, there’s nothing wrong with you. You’re not broken. We don’t even do growth work through that high conscious lens at the Litt Factor. You’re here because your purpose as a spiritual being having a human experience is to work on yourself, okay? We’re not fixing anything, you are whole worthy and beautiful enough.

Honor yourself enough to go, wait a second. I’m not making any money, and I don’t have any clients. When was the last time you made an invitation? Like, hey, this is what I’m doing now. And I’m super passionate about it. And these are some of the results that I’ve gotten for myself and my clients. Would you be open to a conversation on what’s possible for you? So that’s the first thing. Let’s take a look at what I call Faking The Funk versus you’re actually doing all the things that you perceive that you’re doing. 

The second part of it is doing that work from within. What are your own money thresholds? What is it about caring about what people think or fear of success that you might have? That is actually prohibiting you from showing up because you say you want the big business, but the big business to your subconscious means next-level responsibility and you don’t know how to deal with all that. So you self protect, which is really what sabotage is. Self-sabotage, self protection. You self protect, and you keep yourself like, I’m working on it. So those are the things I would look out for. But it’s external and internal. It’s both strategic and soul, if you will.

Qualities & Traits Of Leaders That Have Success

Rachel: What do you tell your coaches that have success? What are some of the qualities and traits that they have as leaders?

Tracy: They love investing in themselves. That is clear. I’m proof of that, too. You have to change your risk perception, you have to write. It can’t be like, I don’t know, I don’t have time. I can’t afford it. Nope. It’s about really embodying the version of you that you’re becoming and no longer being who you’ve been, which is part and parcel to the answer to your question. The women in my world that are the most successful, that gain the most traction, are the ones who actually do the work we deliver. It’s a framework. I tell you how to do this, do this, do this. They literally embody first and then they let the proof show up. Second, that’s the biggest component. No question.

Rachhel: I’ve heard a lot of that, people say you’ve got to invest. We went through a time where people were just relying on courses. And people are back to actually hiring coaches and actually going through the framework that they need to go through to have success.

Tracy: It’s so important, and investing in yourself, either first, or in tandem with an external investment. So let’s say you’re working with a coach on how to build out a really great funnel. Awesome. But don’t do that if you’re not also tangibly working on yourself internally, right? 

Because those fears come up. And every time those fears come up, we can squash them, or we get into that overthinking and then just don’t forward in, squash them and overthinking. But also your energy is not going to be where it needs to be to generate the result. 

I can take two clients, one of them that’s actively prioritizing their energy, one that’s not. I have them do the same exact task list, and the one who’s managing and prioritizing their energy will have exponential results over the one that isn’t. So you can build the funnel out. But if behind the funnel, you don’t believe in what you’re selling, you don’t believe in yourself, you don’t believe it’s going to work. You are needy and chasey and you’re staring at the numbers. Don’t invest in the funnel, because it’s not going to work. Right? Where is your conviction? Where’s your belief? Where’s your knowing? You are what you feel and why do people need you?

Rachel: Well, a lot of people who come to the coaching sphere, and they’re not clear on what they offer. There’s so many components of what it takes to be a successful coach. But I love that you really shared on that inner part, because that inner part has to drive every other part. 

Tracy: Yeah, completely. It’s the power cord of all the things you’re working on.

Rachel: So can you tell everyone where to find you?

Tracy: Yes. So The Litt Factor, and it’s LITT with two T’s you can see it behind my head for those of you that are watching, and you can go to thelittfactor.com Or @thelittfactor on Instagram is the best place to go.

Rachel: Is your TED talk on YouTube as well. 

Tracy: Yeah, if you search for TED Talk Tracy Litt, it will show up there.

Rachel: Perfect. Well, guys, you can tell how fierce this woman is, how badass, and clearly she gave you tons of compliments throughout this and self worth. I would just say we all need somebody to believe in ourselves. So if you’re looking to hire a woman like this, please check her out. Follow her and listen to her TED talk!

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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