Entrepreneurship is not easy, especially if you are a mother with four kids. It requires everyone to generate and utilize their energy to thrive. In this episode, Amy Slater, a personal trainer and coach, shares her journey in building a mission-driven business as a busy mom with two sets of twins. Kendra Perry and Amy Slater also touch on hiring people, which can be challenging but necessary because you can never do everything alone in your business. Amy also advises everyone to be authentic in their business. Do you want to thrive in your business? Then start building a mission-driven business with Amy Slater and Kendra Perry today.
Connect with Amy through the following links:
Website: https://amyslatercoaching.com
Instagram: https://instagram.com/amyslatercoaching
Facebook: https://facebook.com/amyslatercoaching
Want to work with me inside Health Coach Accelerator? Start with our free training video here: https://go.kendraperry.net/training
Give this podcast a 5-star review! https://ratethispodcast.com/wealthy
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Listen to the podcast here
Building A Mission-Driven Business As A Busy Mom With Two Sets Of Twins Real Journey Series With Amy Slater
We are doing another Real Journey series. If this is your first time tuning in, I’ve been doing pretty much every month an interview with one of my former clients or former students who has not been working with me for a year, a couple of years, or even several years. My intention is to show you what the journey to building a business looks like. Truthfully, there’s a lot of BS online. There are a lot of people making it seem super easy. Build a business in 90 days, go viral, and make all this money.
Honestly, it’s not what it’s about. It’s a hard journey. There are ups and downs, and it takes time. What I want to show you is the real, raw, and authentic journey that successful coaches are taking to reach their success. We interviewed Bethany O’Toole and Angela Brown. Now, we’re going to interview Amy Slater.
Amy Slater started working with me in 2020, that crazy year. I believe it was on February 1st, 2020 that we started working together. She was in a program called the 360 Health Biz Mastermind. This was a yearlong mastermind program that I ran that year. I’m not running it anymore, but it’s very much what Health Coach Accelerator is based on. The curriculum is almost identical, just the program looks a little bit different.
In this episode, we are talking with Amy. She’s very inspiring. This is one of my favorite interviews. We had a good conversation about connecting with your mission, being authentic, and being driven by more than just money. Also, the other thing I should mention is Amy is a mom of two sets of twins. She started building her business in 2020 when all that craziness was happening while also homeschooling two sets of twins. She’s very inspiring and is proof that even if you have a bunch of kids, a 9:00 to 5:00, and all these other things going on in your life. You can 100% build the business of your dreams and make it exactly what you want it to look like. You can absolutely do it because if she can, you can too. I know you’re going to love this episode with Amy. Let’s dive in.
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Amy, welcome to the show.
I’m pleased to be here.
It’s so nice to hang out with you after so many years. I feel like I haven’t even seen your face in a couple of years.
I know. It has been about three years.
Just to give the audience a bit of context. I and Amy started working together back in early 2020, right before shit hit the fan with the world. That was before I had Health Quick Accelerator. That’s when I was running a mastermind program. Can you maybe tell the audience a little bit about where you were at in your business when you came into that program and worked with me?
I had just taken your HTMA course. I knew you through FDN. I was working in a physical therapy studio as a personal trainer. When 2020 occurred, that’s when I was moved out of the personal training studio and knew that I needed to change things up and needed to take my business online. I had just completed FDN. I was in the works of then trying to put the pieces together with, “How do I put this into practice in terms of a system? How do I take this to the moms that I want to take this to?”
That’s where your mastermind came about. I liked your realness. You’re super authentic. You were who you were. I had no experience with business coaches. I never had one, so I trusted you. That’s why I invested in business coaching mentorship. My business over that first year didn’t grow tremendously, but it exploded after the fact because I started implementing practices once everything sunk in.
I love that you say that because that’s often what happens with people. When people are new, so much of the time early on is spent setting up everything. There’s so much to set up. The program was a year-long. We were together for a year with ten other coaches. I’m curious about what it feels like emotionally. Was there frustration when you’re like, “I’m putting in all this work and I’m not getting the results.” What did that feel like for you?
I didn’t have a tremendous amount of frustration about not getting results because I was actually scared to get results. I wasn’t sure what to do with it. At that point, I had been a trainer for eighteen years. I was very into one-on-one live interactions, so the whole business of even using Zoom. I asked you how to use practice better and how to perform better probably 800 times. I couldn’t even figure out the programming or how to put a client in. That whole thing was so overwhelming to me, plus I had four kids that were homeschooling at that time because of the pandemic. It was an immense load.
As far as what it felt like to me, I felt anxious about it. Am I ever going to be able to put these pieces together? How am I going to do this? Is this working? Was this a good investment? Once I started to clear out all the clutter and started putting the basics, which you laid out into practice. Things started happening. It’s not like clients fell in my lap, but one of the things that you kept saying over and over was to be authentic. It wasn’t driven by money, which is what some other coaches are very much like, “Did you have $10,000 a month?” I know that is our intention because we’re in business, but yours was very much about, “Be authentic and be yourself.”
When I kept that going, that’s when everything started to fall together. I didn’t have any Instagram strategy, and I still don’t. I didn’t have a big marketing strategy, and I still don’t. I was authentic to my mission and that’s what you taught. I started to develop systems. That’s when everything started to come together for me.
I remember in that program, first off, you were such a rockstar for having four kids being homeschooled because you have two sets of twins. I’ll never forget that. Just the look in your eyes sometimes when we were on coaching calls. I was like, “I don’t know what to say.” It was so crazy, but I would love it if you could speak to the mindset or if you did any time management stuff. A lot of our audiences are still in their corporate job working full-time. They’re building their business on the side or they’re moms and they have all these other responsibilities. I remember being, “That must be so much.” You’re starting a business. You have two sets of twins who were quite young at the time. You’re homeschooling them, and then you’re building this thing. What was that like for you?
For me, it fell into place because my business was working with moms. I integrated them into all my messaging and was very real in that. My message was building resilience in moms. If there wasn’t another image of resilience in motherhood, it was what I was going through and why we need it. For me, that fell into it.
As far as time management, this may sound awful, but if you want it, you’ve got to do the work. That’s the bottom line. It’s not like it’s your schedule. Especially if you’re a mom, you’re not going to ever have a predictable perfect schedule. People aren’t going to nap all the time when you want them to. Your needs are going to be interrupted. Having that in mind, being flexible, and also setting your expectation where it’s realistic. You may not grow to this enormous entity and you may not want to because the reality is it’s hard. It may break you down to the point where then you can’t grow later on in life. It’s scalable. That’s important to remember.
I love that because it comes back to this piece of authenticity. It’s something I teach a lot, but you were like, “I support moms. I help them be more resilient. Here’s me at home homeschooling four kids and running a business. I am being resilient and working on being resilient while teaching that to other people.” Especially for that time, that was so relatable because so many people were homeschooling and trying to learn how to use Zoom. I’ll never forget there was this video that went viral on social media. It was this Italian woman on a conference call. Her husband is walking in the background in his whitey tighties, and then he drops his food. I was like, “That’s so now.”
There were several calls where the girls were like, “What did you say?” I was shushing. That was funny.
I know. I’m totally the person who swears in front of your children. I can’t help it.
They were repeating it.
I’m so sorry.
No, it was good. If you’re asking me about time management, I think at one point you said something along the lines of, “It’s not necessarily what you’re doing each day, but how much you’re working on it each week.” That helped me a lot too because there were some days when the priority chain came to meal planning and cooking so that the household is still running, or cleaning the house.
I could listen to a podcast or get some tutorial in my ears while I’m doing that, or listen to a video in the background, but then actively work on it saying, “I’m going to get three hours this week to actively try and to learn to practice better” or building out a template. That made it so much easier, especially if you have a full-time job. You’re not trying to come home and stay up four hours at night because you’re going to break yourself down physically. If you’re primarily working with health coaches, you know that better than anybody and better than anyone. You need to keep putting into yourself so you can have energy production. You got to break stuff down to build it up, but you don’t want to break yourself down to where you don’t have any output.
That speaks so much about getting into a bit more feminine energy. It’s more of a flow because it is hard when you have those responsibilities, kids at home, and people with full-time jobs. You’re trying to be structured, but some days it goes out the window because you’re tired or you got to deal with whatever is happening with your kids, dinner, or play dates.
That’s important because we live in a world where it’s very much like we work 9:00 to 5:00, Monday to Friday. We have to work throughout these hours. Once you get into entrepreneurship, it’s difficult because no one is telling you what to do. You have to figure out what works for you. Personally, I always have a plan for a week, but I never follow my plan. I sort of follow it. I get my things done, but in the end, it’s all over the place. Today I didn’t work all morning because I’m not feeling it, but tomorrow maybe I’ll be productive. Who knows?
I don’t know that life. There was a time when that was my life but I can speak from the motherhood standpoint where you may not feel it, but you got to do it. That’s okay to have that, but there does have to be a drive that you got to have a strong mission and want to do it, and it can’t be for money. If it’s for money, you’re going to be crushed. If something doesn’t go viral on Instagram, or you’re not getting that hit of dopamine because your post sucked, or you didn’t get a client this month, then it’s terrible.
There are coaching programs that are centered on you being the biggest thing on social media, and it’s not that way. Yours was not one of them and you’re not that coach. You’re not going to immediately be this viral Instagram person. That’s what I think is hard for new coaches. I’ve gotten a lot of messages like that, “Tell me your Instagram strategy.” I’m Iike, “I don’t have one. I see a song I like and I film something that is a message that I think will reach other people. Sometimes it works and sometimes it doesn’t.” Even if you are one person, you’re successful.
It’s so important because I love money and I love making money, but it’s not the primary focus of what I do. Money is important, especially if people need to leave their corporate job. They’re not making any money, and they want to pay their bills. Money provides freedom, but you’re so right to mention this bigger mission and wanting to impact people on a deeper level. It is truly what can keep you going in the beginning when you’re not making the money. You’re like, “It’s okay because I’m committed to this mission. A woman reached out to me the other day and said that my post was inspiring to her.” That’s something.
It is. That will beget momentum and that woman will tell someone else. It shines blaring through if your mission is on there and you’re on there to see yourself on Instagram in a filter doing whatever you’re doing to try to get likes. It shows. We can all pick out those coaches, and you don’t want to be that coach. You want to be on there talking to you and what you would want to hear.
I totally agree. I speak out about this often because I find it annoying. It’s hard because social media is addictive. If I have a post go viral, I feel all the feelings and all the hormones. I’m like, “I love this.” It’s okay to like it, but it can’t be the main reason that you do what you do. It’s something I see a lot lately because of the impact that reels had on a lot of people’s accounts. You could do this silly dancing video and go viral. I get coaches coming into Health Pitch Accelerator who have 30,000 followers but no clients.
Yes, exactly. Honestly, I think it’s scarier when you do have viral posts and your account explodes because you can’t keep track of who’s coming in. From someone who got majorly hacked and almost lost literally everything, I am so tightly controlled on who is viewing my stuff and I weave out all the weirdos. When you have a viral thing, you get all kinds of people. Not to take this off track here.
I don’t have any agenda here, so I love this. It is true. Being viral is a bit of a blessing and a curse. Sure, it can grow your account, but with it comes the crazy people, the hate, and sometimes the wrong people. In that first year where we were in that program, what do you think surprised you the most about building a business that you had no idea about previously?
Everything. I am very much a leaper. As you know, I do everything to get to that idea, achieve the idea, and move on to the next bigger idea. That is how my brain works. I didn’t know all the intricacies. The hardest thing was those first exercises. I wanted to pull out every hair on my head where you’re like, “What is your mission? Analyze every word.” When you were going through and like, “Research. Ask people questions.” I was like, “I don’t want to do that.” That was so hard for me to try to nail down. When we talked about our niche statement, I’m like, “I want to help moms rebuild energy.” You’re like, “That’s terrible. That’s not narrow. It’s too big.” I was like, “It’s perfect.” That was very frustrating for me to try that.
We went through a lot of iterations of your niche, I remember.
It was very hard for me. It’s still ever-evolving. Fine-tuning stunts was hard. Also, I still am juggling all these things, but knowing about taxes, how to go about money that’s coming in, and where to put it. It doesn’t just go into an account and then you’re done. How to reinvest and the apps were the hardest. The zapping and connecting things were mind-boggling to me. Just to be in the stage of life I’m in, my kids could probably get it much faster than I could.
The technical side of it is challenging for people of our generation. If I was teaching twenty-year-olds how to build a business, they would probably cruise through that stuff. I went through the same thing because I wasn’t super techy. I remember literally banging my head against the wall. I didn’t have a coach, so I was hack-jobbing it together. It’s crazy how I would spend days trying to make an opt-in page work. This was also 2013, so the tools weren’t available either. It’s a tough one. Once you get it, you’re usually pretty good or you get your business to a point where you hire someone to do it for you.
Exactly. That’s the other thing that I learned. You’re like, “Just get someone to do it for you.” I was like, “I can do that.” Once I realized that there are options for that, that took a huge burden off of me. That’s the other thing that is important. You’re not always going to find the right person right away. My first couple of ones were terrible. I was like, “What is this?” It was way too much money that was being produced, given, and invested.
There were some mistakes I made and mis-investments, but it helped me learn what’s important to invest in. Those lessons were still valuable because I met people along the way. Networking and asking tons of questions are super important. There’s no dumb question. I asked you hundreds of thousands of the same questions in different versions that had the same answer, but I eventually got it. That’s important for young coaches too.
You touched on such an important part because what happens is people hire someone, and it’s not a good experience. They’re like, “I’ll never do that again. This is why I need to do everything myself.” That’s a huge mistake. At every level, you were going to hire the wrong person. I hired the wrong person three months ago. It happens. My coach who has a multi-seven-figure business hired someone, trained them, and then they ghosted him. It’s people. These things happen. It is one of the more challenging parts of the business, but it’s so necessary. You can’t do everything yourself. If you do, you’ll burn out so quickly. You’ll hate your business because you’re doing so many things that you hate every day.
Yes, very much so.
What would you tell people in the audience who are relatively new? They’re brand new or they’re a couple of years in. Everyone who’s tuning in is a bit in a struggle town right now with their business. What do you think would be the best piece of advice that you would give them that might inspire them to keep going?
Just be super authentic in everything you do. Make your mission-driven to help people. If you’re a health coach, that is your mission. You will make money. It’s the same thing as eating well and training. If you’re training and exercising, you cannot go wrong. The only way you’re going to fail is if you quit. The same thing is true with coaching. Let’s say your business is women, if you help three women, those women will talk and they will talk to other people. You can tell them to talk to other people. You will eventually grow. In coaching, all you need is 5 or 6 high-paying clients in a year and you’re doing pretty well. You don’t need 800 people that are paying $200 a package.
That is the biggest thing. I can’t believe I missed that. It was my worth. Initially, I was charging $1,200 for a 6-month program. You’re like, “What is that? How are you going to make any money on that?” I then went to $3,000. I was like, “I can do this.” I sat down. I was like, “What is my hourly rate worth?” I went for it and I said $6,500. I remember the first client I sent to, I thought I was going to throw up. They were like, “Okay.” I was like, “Really? That’s amazing.”
Not only did it change their life but it also changed my life because I was able to charge my worth. I dug in deep for that client. I was able to do it again and again. That’s where my business exploded, but it wasn’t driven out of money. It was an understanding of my worth. That’s what you taught me. Just doing that completely transformed the course of everything I did in business. It then allowed me more freedom to speak to my mission.
When you charge more, it transforms both people because you can provide people with a deeper level of service. You can go deep. The space that you can hold because you have the time. You’re not hustling like, “I got this client, but I need to get this client. I’m juggling 100 different clients. I don’t know what’s going on.” You know this client. There’s this deep connection and intimacy. You can provide them with a crazy amount of service.
When people pay good money for something, they pay attention. It’s human nature. If I invest a lot of money where it hurts, I’m showing up to every coaching call. I’m taking advantage of everything. I am so present. That higher transaction fee can help both the coach and the client. You’re right, you can show up as a different type of coach.
You can, and then you can invest resources and network with teams with them. For my first client, I had three other people in there as a collaboration to try to support her towards her healing. I was able to use the resources that she provided to me, which I built into the coaching package to hire other people to consult with on her case. Ultimately, it led to three other clients that paid more than what she paid me as a result of the work that I did with her because it changed her life.
We’re still friends and we communicate today. That was three years ago and she’s still rolling forward. That’s an important thing. Don’t underestimate yourself. Also, when you do the work, do it to the best of your ability, and then some. Serve the heck out of that client because they just put down probably huge that it probably hurt them to invest. That will turn around for you big time.
What you’re mentioning here is important. It’s this build that happens over time because you serve one client, you help change their life, and they’re going to tell other people. That might lead to another client, but maybe not right away. Maybe that’s going to happen a little bit down the line, but then you get more clients and they tell more people. You’re creating consistent content and you’re starting to show up everywhere. It’s this slow build that starts slow. At first, you’re like, “Not much is happening,” but it builds, and then it can explode at some point.
You may only have 30 likes on your Instagram post or 600 views, but who cares because of that 30 likes, you may have one person that’s going to pay you $8,000 to work with them for 6 months. Who cares how many likes you got? That’s another point that you made clear. I’ve been involved in other experiences where the case was you’re only successful if you’re pulling $10,000 to $15,000 a month. You’re not always going to hit that every month. That’s the reality.
You mentioned it before. In terms of time management, it’s not necessarily what you do day to day, but what you are getting done over the week. With money, it’s not what you’re doing month to month, but what you’re generating over the year. Is it supporting the lifestyle that you want? You told me before we started recording that you did $180,000 in your business. It’s unbelievable. I want to say congratulations. I know it’s not all about money for you, but that’s awesome.
Yes. I was very surprised when I totaled everything up, come tax time. I was proud of that. With two sets of twins and basically doing everything with my iPhone and a laptop. Training people out of the garage, doing it in my shared office with my husband. I don’t even have a light. I’ve got a desk light. I don’t have any bells and whistles, but I have knowledge, skills, intention, and a lot of drive. If you do that, then you will be very successful. It has allowed me now to pivot and return to school with the goals of a nurse practitioner and focusing on functional medicine. It’s a little scary because I have to scale my business big time for the level of schooling, but I know where I’m going with it. That’s all that matters right now.
This business that you’ve created allows you to go, “I want to pivot. I want to go back to school.” Your business isn’t going to die. You scale it back. You get your new education, and then you scale it back up to what you want it to look like. It can look different, depending on what you want.
That’s another good point that you made. There’s a lot of messaging where you’re either way up here or you’re just crap. All I want is five clients a year. That’s all I want. I want to be a mom. I want to bring in some extra income so we can go on vacations. Buy my kids what they want without saying we can’t afford it. That’s all I want. You are successful.
Business can look like that. You don’t have to be the super generator unless you really want to. That takes a lot of pressure off. You took that pressure off in your program where you don’t have to be this rockstar exploding business. Sometimes it’s way too much for which you can handle. Especially if you got young kids at home and you want to be present for them, you’ve got to be juggling all that. It’s too much, even if you have people that are hired and that are helping you.
It’s about growing with intention. With the online world so interesting, a lot of my mentors and coaches have burnt out in the past year and had to take a year off their business, which I find interesting. You’ve mentioned this throughout the entire call. I just find money as really unfulfilling. Yes, I love it, I want to make it, and it provides me with this amazing life. You said that it can’t be everything. You hit that goal, you feel good for a day, and it’s empty. You’re thinking about what’s next. It’s never enough because you can always make more.
This hit me in the face when I was speaking with a therapist maybe three years ago. I don’t know why we were talking about my business. I was like, “I’m going to make all this money. I’m going to be super rich.” She’s like, “Cool. What are you going to do with that money?” I had no answer because I was like, “I actually have everything I need. I’m already living the lifestyle that I want. I could use more money for more vacations and more big adventures.” I don’t even have an answer for that. Why do I want to make millions of dollars? It turns out I don’t.
When my account got hacked, that was a big turning point.
I know. That was rough.
I don’t ever want to go through that again. It was the most traumatizing thing. It sounds silly, but when you have everything taken from you and you’re watching it in somebody else’s hands, you have no control over it. I’ve never been that acutely sick that quickly, and that desperate to try to fix it. I stayed up straight for probably a week trying to figure out online with people all over the world.
The whole point is after that happened, my kids are starting to say, “I’m happy that you don’t have it anymore. I want you to be more with us.” I thought I was juggling it so well. With them saying that, I was like, “These are years I will never get back. How important is it for me to keep filling their college fund and banking for the future when I’m not present in the now?” I was like, maybe this was for a reason. This was the universe smacking me in the face and saying, “Change it immediately.”
The point your therapist made was awesome about, “What are you going to do with it? Maybe you don’t want all that. You have everything you need.” Still keep driving to have that business, but look at your intention. I hope that all makes sense, especially if you’re a mom. Don’t put this pressure on yourself to grow this monumental thing when the kids are young or at home. Maybe you build it and set that foundation strong, so as they become more free in their own lives, then you can pour more into it. That’s my goal and that’s another reason to go back to school. Later on, I still want to have something for me that I am purpose-driven and mission-driven, but I’ve set them up for life because I was present now.
It’s so important. If you want to be the go-to industry expert in your field and be the best, go for it. Sometimes it’s okay to just be a lifestyle entrepreneur, which is what I am. I want to serve my students so much and be the best option for them, but in the end, it’s for my lifestyle. I want to go and be a weirdo in the mountains with my partner and friends. That’s all I need.
I can appreciate and value that.
I want to switch gears here because I know you had a few questions and need a little bit of coaching on a few things that are currently going on in your business. I would be happy to help.
Right now, I’m in this limbo land. It’s more about messaging. I had a class, a test, and three coaching calls, and I thrive in my coaching calls. I love learning, but I love the coaching calls. I’m in a complex course right now. That is looking more at how to integrate functional markers and looking at mental health. I’m also working as a nurse assistant in the hospital, and then I’ve got a handful of clients.
My question is, how do I mesh all of this together? I have so many different things I can share messaging-wise on social media. Do I share my journey in school and what I’m doing to keep my body intact while working in modern medicine in probably a hugely toxic environment? Do I share my experiences in school with other moms and how I’m juggling that? Do I continue to drive my knowledge base and share that, even though I’m not looking to attract a volume of clients, maybe three total for next year? That’s where I’m like, “What do I do with all this?” I’ve got all this set up from the past, but everything has shifted for the now.
Your niche is still to help moms build resiliency. Is that still the main core message?
It is, and it’s more perimenopausal women, so 35 to 45. It’ll eventually build more toward the medical base as I finish the CRN. Right now, it’s still rooted in the functional markers that we can do on blood work.
Are you actively taking any new clients right now?
I can take two for the spring.
I think you should share your journey because what you’re doing is cool, and it still connects to this whole juggling it. When I think of you, I think you’re doing it all. Not in a negative way, but you’ve got the kids, you’ve got the business, but you are passionate about health, strength, and resiliency. You’re taking on a lot right now. The business is still running, but it’s on the back burner. I think what would serve your people is to get that message across where you can be a mom. You can have a bunch of kids. You can still prioritize yourself, pursue your passions, and invest in your education, whatever that is. “This is what I’m doing to juggle it all.” That would fit in quite well.
Keep it a personal mission. Not so much education on all the things we know, but more on, “This is my journey right now.”
I can’t remember how I taught content in the mastermind now, but something that I talk about a lot these days is keeping that educational content to probably only 15% to 20% of what you’re putting out there. Yes, we want to educate, but with Google, all the information is out there. Many businesses are online and there are so many scam artists. People are super skeptical. Trust is such a big piece, so I think it’s the building of connection, like sharing those common values. Also for you, it’s selling the dream. You’re almost selling the outcome because the outcome is, “You can be healthy, you can feel great, you can look good, you can raise healthy children, and still put yourself first and invest in your passions.”
I can see that. One of the things that are challenging for me because I just do. If things are hard, I don’t cry and whine about it, I just do it. It’s a little different from a lot of other content out there where motherhood is hard and we need to give us grace. It is hard, but you can sit in the corner and cry or you can get up and do it. How much do I need to scale my own Amy-ness back to be relatable to the masses?
I think you need to push full Amy forward. There’s nothing wrong with that messaging and some women need that. They need to feel more nurtured and feel more in that soft fuzzy space. That’s great. If I was a mother, I would more resonate with your style because that’s me too. I’m like, “Just do it hard. Just go.” There are going to be women who resonate with that message and maybe are needing that message because not everyone needs the more nurturing, warm, fuzzy thing. Never try to appeal more to the masses. What’s great about you is it’s hard and we don’t want to shame ourselves and make ourselves feel like crap. Sometimes, you just need to want it and you just need to do it. Sometimes you have to do it even though you don’t want to do it.
That’s good. I’m going to steal that.
You’re never going to be that person.
I tried and it was awful. I didn’t even know how to talk like that. Share more of real life, “This is how I’m doing it and why.” Instead of how to keep your blood sugar balanced and all that stuff.
I would think about intertwining a story in there. When I say story, it doesn’t need to be some big elaborate story like, “This crazy thing happens.” What I do often is the little things that happen in my life, and then how I can relate them to something in business. You might be learning all kinds of lessons throughout your week and your day by managing your time and making sure your children are supported while learning. It’s just bringing in those real-life connections.
A really easy way to do this is to describe the external thing that happened. Describe it like, “This is how I felt. This is what it looked like and this is what I heard.” Talk about the internal, “This is how it felt and this is the lesson that I’m giving to you from this.” That can be an easy way to create content where they’re still learning something. They’re getting a lesson out of there. It’s valuable but it’s very personal.
That could be helpful for you because I don’t think you’re going to have trouble getting clients. You’ve built a good following. You say you have no Instagram strategy, but you have over 15,000 followers. You’re crushing it. You have a following who trusts you and likes you. You’re not taking a ton of clients right now which is great. Just waitlist people into the future if you do get more people than you can take on. You can take a deposit and waitlist them next month or next season.
Share you and sell the dream. If you want to add some education in there because you’re going to be learning stuff that’s going to be relevant to them. If you learn something interesting about blood sugar and it’s super relevant to women 35-plus, then share that, “I learned this and this is how it can help you.” What will probably be easier for you are sharing more of the lifestyle-based content because you probably don’t have a lot of time to come up with long heavy content at this point.
That’s true. That is super helpful. That will blend into all my messaging. On my website, I think I’m going to pull down all the packages, mute or blackout that page, and leave it however I need to structure case by case with people.
You could potentially have an application, “If you want to work with me, here’s the application.” You can bring people in as you see space for them and whatever. There are a lot of people out there who do a good job of selling the dream. I think it’s helpful to speak to the problem. Living the dream or the thing that they want, sometimes that’s a great selling tactic. It also allows you to be super authentic.
I think so too. That will be easy to generate because it is just everyday life.
It’s just everyday life. You know what your core message is. You’re constantly bringing it back to the building of resiliency, the strength, and the stuff that you talk about that’s important for them.
Got it. Thank you, Kendra. I appreciate that.
Anything else?
I think that was my main frustration. It’s like, “How do I structure this?” It’s not driven to get clients anymore, and then what’s my call to action on that? If it is a story, then is it relating back to the post like, “Can you relate to this?” They have some engagement. Is what I’m putting on there accepting clients?
You could put like, “Fill out the application, or here’s the waitlist link.” It’s something like that or pitch your freebie and build your email list. Those people will be there. The other thing I was going to mention you could do too because you’re still on client calls is you can be like, “I was on a call with Susie.” Change their name. “This is their big challenge. This is what we talked about. This is the work I do with people.” That can be a great way to show people your philosophy, how you work with people, and what that looks like. It’s a great thing to do for anyone in the audience who’s working with one-on-one clients. If you get working with 6 to 7 client appointments a week, that’s 7 opportunities to share how you work with people and how you’re helping people.
Everything exploded when I started going live a lot and I would talk about my post that day or I would go through an HTMA or a gut test and say, “This is their symptoms.” It was all legitimate stuff.
Was that on Instagram Live?
Yeah, it was all Instagram Live.
Instagram Live is not dead. I tell my students to go live all the time. I’m like, “It might not seem like it’s doing much. Sometimes there are only five people on, but it builds trust.
It totally did. People were like, “I feel like you’re talking to me.” I was like, “Yeah, I am.” I had to stop. I don’t have any time to do it now.
Which is fine. That’s why it will be more quick bite-size things like little videos focusing on lifestyle-based content, sharing how you’re working with clients, how you’re helping them in their struggles, and the advice you’re giving them. I think that would be great. Once you’re done in school, I’m sure things will expand again.
I’ll have to hire you and we’ll have to get it going.
I’m always happy to support you. It has been great catching up with you. If people want to stalk you online and look at what you’re doing, how do they connect with you?
I’m on Instagram, @AmySlaterCoaching. I have my website and my freebie is changing. It’s the post-pandemic support plan right now. I’m on Facebook as well. Everything is @AmySlaterCoaching.
Thank you. This has been so much fun. I appreciate your time. Thank you, everyone, for tuning in. I will see you as always next time, same time, same place, where I help you become wealthy AF.
Important Links
- Bethany O’Toole – Previous Episode
- Angela Brown – Previous Episode
- Amy Slater
- Health Coach Accelerator
- @AmySlaterCoaching – Instagram
- Facebook – Amy Slater Coaching
About Amy Slater
Amy Slater is a mom of two sets of twins, a personal trainer, and coach. She has always had a passion for helping others improve their health through providing strategies that bring more balance, movement and (most importantly) joy into their lives! Amy helps moms end dieting and get strong from the inside out so they can feel strong and resilient in their body.
