How do you maximize 15 hours a week? That is a question we want to be answering on GetCoached360 because we want to do more with less time. I mean, don’t we all?
Have you ever felt like you did not have time for anything, let alone post on social media? And when you get the drive to write something, questioning yourself whether it is worth sharing takes up most of the content creation process.
In this episode, Kate Martin tells us that maximizing time is more of a shift in focus. We need to spend less time thinking about ourselves and more time thinking about helping people out. A change in focus allows us to freely express our intent and be more authentic in building relationships with the people we want to be working with.
That said, Kate’s approach to maximizing time involves personal development. It emphasizes focusing on what is essential and has a very humanistic feel to it.
Kate Martin is a Business Coach for Personal Trainers. She has helped her clients grow their business exponentially. She does this by assisting them in finding their own genius and using their unique skills and experience as capital.
Kate has always been in the people business, but she was not still an expert. Like everyone, she started as a beginner, but she had a curious mind and passion for serving people. She decided to learn from many coaches from a variety of health-related fields and businesses.
Now, it is time for her to give back, and it is time for us to listen. As entrepreneurs, we can learn a lot from people who have already been through the journey. Hopefully, through their stories, we can find the right direction to start our own journey.
Covered in This Episode
[2:11] Early Life and Background
[7:20] A Preview of Kate’s 90-Day Course for Coaches
[8:14] Do Something Natural to You
Maximizing 15 Hours in a Week
[9:00] Prioritize what is important to you
[13:12] Focus on what is relevant and actionable for your audience
[13:46] Be of service and be generous to your clients
[16:48] Individualizing Your Support to Your Target Audience
Growing Your Followers
[17:44] Understand who your target audience is
[19:11] Make your content meaningful
[20:11] Make human connections
[21:14] Be consistent
[24:07] Recap: Refocus and Do Something Natural to You
[26:15] Repurposing Your Content
[27:13] Overcoming the Impostor Syndrome
[33:25] Focus on What You’re Good at and Build From There
[35:58] Recap: Building Real-Life Connections
[41:50] Be as Authentic as Possible
[43:22] Make Yourself Publicly Accountable
[44:44] How to Contact Kate Martin
Chris Ippolito 1:11
Kate Martin 1:13
Chris Ippolito 1:14
Welcome to the “Get Coached Podcast,” glad to have you on as a guest.
Kate Martin 1:20
Thank you so much for having me, it’s an honor.
Chris Ippolito 1:23
You are officially the longest-distance guest I’ve had. Do you want to share where you’re from?
Kate Martin 1:31
I am 90 minutes south of Melbourne, Melbourne is the city that’s 10 hours south of Sydney in Australia. Right near Bells Beach.
Chris Ippolito 1:42
Beautiful country, for those of you that have not visited. I highly recommend it. But yeah, super glad to have you on because the topic that we’re going to be discussing, especially right now when we record this during the COVID-19 pandemic, is, I think, very relevant for a lot of businesses to survive. But before we get into that, I’d love if you could share your story and your journey as to how you got to where you’re at right now.
Kate Martin 2:11
Thanks, Chris. Right now, and for the last several years, I’ve been 100% online just coaching coaches. Those coaches, 90% of them are personal trainers, the other 10% are any kind of health and wellness coach. That’s because my background is I’m a massage therapist, I’m a personal trainer, I’m a nutritionist, and I’ve been in that industry since I was 19, I’m now 42.
I won’t drag the story out for too long, but obviously it was a passion, personal trainers love helping people. By the time I was 23 in that industry I had staff, I opened a couple of massage clinics. I didn’t know how to massage at the time, I had to go and learn. I like running multiple things across multiple locations. I’ve moved a lot. I’ve always had that really inquisitive mindset of, “Oh, but why do we do that, why is that not working?”
I started my career at Fernwood, which is a women’s gym, and the manager would always get annoyed at me, “Why are you asking those questions? Just go do that course. I can’t answer any further technical questions.” And I had an injury of my own. That led me on to the path of how to get really technical with literally helping people’s spines after either bad posture or an accident had changed the way they were living and they were probably impeded by pain. Along the way I moved to a lot of locations, I had to start again. Sometimes in someone else’s gym, sometimes a small studio, sometimes outdoors doing boot camps, and setting up massage, as well.
By nature I’m a very networky person, I love humans. I used to just ring personal trainers out of the Yellow Pages. If you know what that is, you’re showing your age. I’d just call the local ones in the area and see what it was like to work in that area, then build a network like that, way before the days of social media. Then I started a method, as well, of doing seminars and workshops because I like teaching. It turns out personal trainers like teaching, as well.
2004, I started teaching other personal trainers because people were asking me, “How do you have that skill set of being able to fix that person so that they can run again?,” that kind of thing. The personal trainers that were in the local area wherever I was, this started in Sydney at the time, they would send me their clients and I’d help them get better. Then the trainers wanted me to teach them.
In 2004 I started teaching other trainers. Ever since 2004 I’ve had both businesses going. I’ve had myself going as a personal trainer, often with one, two, three, or four other contractors that I have helping me to service clients. Most of the time in other people’s big box gyms, sometimes in various gyms at the same time, if all this is making sense. Then at the same time I used to have personal trainers come to me, we’d meet literally in a cafe often outside the gym and we’d do it every week where I’d help them with their business and/or whatever the gaps were in their technical expertise, as well.
Several years ago I really wanted to be able to go location-free and focus on one or the other. I left my business 90 minutes away with the contractor that was running it at the time and I actually started promoting, I told people that I did the thing. Which is one of the things with online, you literally just have to tell people that you do the thing or they don’t know, because you can’t remain a secret.
I became a single mother actually, sorry, in the middle of that in 2010. Wow, that was hard. I really needed to learn about how to get my entire business done and still earn some money. A lot of money, really, because I went to zero, really, again. That was hard. I think those hard moments actually really define you, to be honest. But not only being a mother, I’ve only got one child. I say “single mother,” I’m not single, but I’m single financially and I don’t live with my partner. That taught me as well as me spending probably between $80,000 and $100,000 on coaches and mentors. There weren’t a lot around and it was harder to pick who you wanted to work with. I did have some very expensive, very expensive, lessons, which were all good.
But that moment in time I stopped learning about the technical expertise of how to literally manipulate somebody’s spine and help them with their movement patterns or their digestion. I started focusing that kind of question and the why, etc., onto business. Realizing actually that, this is what I teach my coaches now, there’s a very big disconnect between learning from people in the online world and understanding your genius as a coach anyway. Because personal trainers and health coaches are extremely good with building rapport, we’re very good at making people feel comfortable straight away. We don’t generally need a lot of the tech funnel stuff that then we get caught in the online world thinking that we need all of that stuff. That’s just something that I’ve realized and I’ve spent a lot of money realizing.
Then the last three years all I’ve done is run a VIP group of coaches through a 90-day course and I’ve helped them find the gaps within their business, whether it’s marketing or the way they package and price their things. Because people often don’t have variations of low end and high end, they usually just have low end so they live like a starving artist, which is a real shame. Then we figure out what their genius is, as in how they really like to help people. Then when they can put more passion, time, and energy into that, it makes those one or two hours that they might have to literally work a day or a week, which is what raising a small child and only having maybe 15 hours a week to work literally made me realize what I was doing really needed to make an impact.
I’m going to be sexist for a second. I can’t compare myself to the guys, sometimes they’re always trying to learn from where you must hustle until 2:00 or 3:00 a.m. in the morning. I did that once or twice. I know you’ve got a small kid, too, Chris, you know exactly what it’s like. You’re up enough, let alone to be building websites and all that kind of stuff, messaging people, really trying to put the hustle on.
I want every coach to know that they can still be themselves, they can still grow a business in whatever way, shape, or form they want and that if they’re transferring to online, especially during this climate, they still really need to and get to focus on themselves and getting their message out there correctly in a way that people can then understand, “Oh, this is how you help me,” and to stop being the best-kept secret.
Does that explain it? For the last three years I’ve coached people in that, then helping them find their genius to make their lives better. The majority of them are mothers, I understand what it’s like to literally only have 15 hours a week to work. Often one of the things that will sprout out of that is that sometimes even in the 15 hours a week to work, which means you’ve got to be hell of productive, they can often become the main breadwinner in the family. I think just even changing that whole social-financial structure is a very interesting conversation, as well.
Chris Ippolito 9:34
For sure. Yeah, I appreciate you sharing, there was a few things in there that I want to dig into a little bit. For me, the big value that you’re presenting, talking about, and had to go through was how to grow a business with a limited amount of time. Because, like you said, there are a lot of people out there, business gurus, business whatever you want to call them, where their key message is hustle 18 hours a day and you’ll get there eventually. For some people maybe their lifestyle allows them to do that, but, as we talked about in our pre-interview call, I have a six-month-old, I have a full-time job, then on top of that I’m trying to build something on the side. I don’t have 18 hours a day, I have maybe 15 hours a week, like you were saying.
Would you say that one of the key things is leveraging online tools for it? Because you did say something about you’re not as focused on it, but how does somebody take 15 hours a week and maximize that so that they can start creating the business that they’re looking to create?
Kate Martin 11:00
Good question. In that 15 hours though, I’m speaking specifically to coaches and in their businesses. In that 15 hours that they’ve got to work they are also consulting, helping people like this, and usually on a one-on-one basis. They really have less time than that to work on the business.
I made an audio about this this morning for one of my groups. Because I was a personal trainer for so long, you get very used to being obviously very busy, but you literally have to have a break between things to eat and schedule time to go to the toilet. If you’ve ever been back to back consulting clients or you’re high up in your job and you’ve got a lot of meetings, you understand what it’s like to be busting to go to the toilet and not leave for hours. Because we’re the epitome, apparently, of being health advisors, we do get used to that and we do get used to scheduling breaks and food.
I started posted things online for the fat-loss health business, I’ll call that, in 2012. Stopped learning, stopped going any further into body learning, and started learning about the technical side of business, or I thought it was, e-mail lists, funnels, all that stuff, how to run groups. Now I’ve totally forgotten the question.
Chris Ippolito 12:24
How do you squeeze out so much results with such a little amount of time?
Kate Martin 12:29
Do you know what? I think 15 hours, to be honest, is a lot of time. If you look at that in the chunk of a day, that’s a hell of a lot of time. What I was going to say, when you give yourself 15 minutes to do things, I know I personally get a lot more done in 15 minutes as far as what’s important. I think when you learn to prioritize what’s important, I don’t care what business you’re in, if you’re the sole person, and even when you’re not I think it’s important for you to do your message yourself anyway, as in do a majority of the writing and the content creation. Your marketing is the most important thing, and sales comes next to that.
If you could categorize anything that you’re doing into either the marketing or sales category, and marketing can literally be the content marketing type of marketing, being put something out there that’s helpful for the universe, that’s helpful for the people that you want to help. The other thing is make sure there’s a call to action on things. I spent so many years not putting a call to action on things, that being tell people how they can either have access to your free group or have access to you. “If that resonates with you, please just send me a message on here,” is the simplest one ever, but it just starts a conversation.
I think people are worried about, “Ooh, I can’t put my product up, I’ve got to put a link and I don’t want to be too salesy.” Marketing is not about being salesy, it’s about make a piece of content that’s going to help people that will potentially be your clients, and it’s about giving. What I know about coaches in the health and fitness realm is we do this because we love people, we actually love humans, we love helping them. They start to believe when they go to the online world that they can’t be like that anymore, that they’ve got to follow that list of rules over here. It starts to feel very dry, disconnected, and it doesn’t need to. You can literally say, “Well, I’m going to create this piece of content for you.”
I don’t know who it was, because there’s a couple of people coaches in our industry, and I mean coaches of the body, strength and conditioning coaches, that used to say, “Don’t give too much of your stuff away.” I don’t believe that at all, I don’t believe it at all. It’s worked for me enormously. As being a single mother in the health and fitness realm only, I got that income to way over six figures, I had five mortgages approved just from running that business alone. For a bank to say “yes” to a single mother in any kind of climate, you’ve got to claim a lot of money, you’ve pay a lot of tax and a lot of bills, and you’ve got to do it for a certain amount of time. That’s not even from the coaching business that I run now.
It works to give out content. Let yourself be of service to your clients and let yourself be generous is a really big tip for what do you create in that 15-minute increment, then put a call to action on it. That means you could tick the box that you’ve done sales and marketing online for the day.
Chris Ippolito 15:31
Yeah. Some of the most successful people as far as the online space and in building businesses online, I think one of the most common things is the fact that they give so much of their knowledge and information for free, then a very small percentage of it is behind a paywall of some sort, we’ll say. Whether it’s coaching, a course, a subscription service, like a membership or whatnot. I 100% agree with that statement.
When a business owner is making that transition to offline to online, what would be your guidance and your advice to them to help them create content? Because I think that’s the biggest struggle that a lot of people have. I’ll admit I’m one of them, where I’m going like, “I want to grow a following on Instagram,” “I want to add more content to my website,” or whatever it is, and I go, “I don’t know what to talk about.” How do you help them through that ridiculous roadblock? It’s almost like writer’s block, it feels like. But how do you coach them through that?
Kate Martin 16:48
Good question, because there’s a couple of points. When you are coaching somebody and they’re actually in your program doing your thing, you would know this because you’ve probably used coaches and done people’s programs, but it’s not so much about the information that you get given, it’s about the coach helping to tailor it to what are the right steps for you because that’s an individual process. Just like all of us coaches, like with the body and health, know that, as much as we might give away free templates, when the person comes to you, you’re going to tailor that to the person.
There’s also often an underlying issue with self-belief that they won’t be able to do the thing, as well. Which is a very big problem with just buying something online, then hoping to step yourself through. Which, I think, coaches actually solve a massive gap there because it’s literally keeping somebody on your team, somebody that’s done it before, stepping you through the process to do it faster.
In relation to growing followers, I want to point out the fact that I’ve never personally had very many followers online. I mean have a look at my Instagram. I look at other people’s Instagrams with so much envy. I just can’t keep it tidy, I’m not one of those aesthetic people. Any time I go to plan stuff, which brings me to the point that you really have to get to know and work within your own nature of are you better at planning content and putting it out or are you better at just doing it as you’re inspired. If that’s the case, you must make sure you make yourself inspired every day by remembering what your mission is and how you help people. But how to make content and to attract the people that are easiest for you to work with, actually I think it’s always a good idea to focus on that because it makes your job and your life easier and you can do more volume. Whether you do it one on one or you’re doing groups, it’s irrelevant.
You literally think of your ideal person that you’ve perhaps had success with or maybe one or two of the funnest things that made life easy with that person. Write down all the problems, everything that you did with that person, and parts of their journey. Literally stick yourself with a pen to a paper for 30 minutes and do something like that. Journaling is an incredibly eye-opening activity.
I’m going to go fluffy on you here from this perspective. I never used to be like this, but, I’ll tell you what, it’s really true. The more energy and time you spend on a subject, even if you think that it might be a little bit of a waste of time, it literally does help you to not only call the clients in from an energetic perspective. But when you are writing, say you’re writing two or three lines for some post on social media because it’s meant to be that kind of ad hoc brand and it’s totally different to corporate. I find people find, “Ooh, how do I bring it over and make it all proper?” Social is not meant to be proper, you are meant to adopt the feeling of taking up as much space as possible. But the difference is making it meaningful. If you can hook into that story of the person that you helped, maybe even share stories, stories work really, really well, give a couple of pieces of advice for somebody else that’s reading that, and literally pretend you’re talking to that person before they started to work with you. Then make sure there’s a call to action on the stuff.
I didn’t get those mortgages approved, this was between 10 and 5 years ago, I didn’t get them approved because I have 10,000 followers on any of my business pages or anything, it was because I had a real-life business, I had real-life connections. I post to my personal profile, as well. A lot of people are very scared of doing that, I’m talking about Facebook, because they think, “Oh, my friends don’t want to see that, I’m going to make their eyes fall out of their head if I do it,” or, “They’re all going to hate me.” I don’t know what we think, but there is a lot of fear about that around showing up, especially with women. But as soon as they start to do it and post some stuff on their personal page natively, not sharing it from their business page, you soon realize that that network that you have, they all know 500 to 1,000 people in real life and they refer you business. You can literally grow the whole thing organically without necessarily having to grow followers.
One of the tactics, and I’ll just finally answer the question with this, that I’m getting my coaches to do at the moment because of the online situation. We’re one of the lucky businesses, they’ve all been able to switch to virtual within 48 hours, they were doing their sessions like that. The problem is still how to show up. The benefit at the moment is, because so many people are at home almost waiting to be interviewed, is that if you can do that with the point of “this is going to help the people who are in my back end,” not “what can I sell,” that’s when things feel disconnected. If you just worry about helping your clients, hooking back into that makes you feel better about your business, but it also helps you do your marketing. If you worry about helping your clients, like I’m now on your podcast and I’m exposed to your people and your people are exposed to me, mine to you, etc.
We’re actually using that as a marketing tactic at the moment. I’m suggesting they better do it or it won’t work. Very frequently they’re interviewing people and that’s exactly what’s happening, they’re accidentally picking up clients from other continents. I have a couple of people in the U.S., as well. It’s a really good way to grow, is to let yourself be exposed to other people.
Chris Ippolito 22:28
Yeah, that’s very true. Is your advice to do podcasts or to go on more podcasts, is that what you’re doing?
Kate Martin 22:36
That’s one of the ways to do it. At the moment we’re doing Facebook Lives, getting Zoom and streaming to Facebook Live. But, as you know, you record Zoom, then you’ve got the audio, you can upload it to the anchor.fm app and all of a sudden you’ve got a podcast, as well.
Chris Ippolito 22:51
Yeah. That’s how I’m doing it. I record these videos, the audio goes to anchor.fm, which then pushes out to eight, nine different podcast distributors, like Apple, Google, and all that. Then I take the video and I post it to YouTube. Then I trim out little sections and that starts going to LinkedIn, Instagram, and Facebook.
Kate Martin 23:15
Yeah, you’re repurposing it everywhere. I mean just knowing that and you setting up this business, sorry, I’m just going to go into two minutes of advice. Why do I have to do that? I can’t help myself.
Chris Ippolito 23:27
Do it. No, no, no. Because you’re a coach. That’s why I love coaches, because they’re just like, “Oh, wait, I’ve got some advice I want to share.” Go for it. Kate, I want you to do it.
Kate Martin 23:39
I’m constantly messaging clients. Oh, this is the secret message behind why you do coaches. I thought of doing this yesterday. Because I thought of two ideas, I can’t execute on a lot of ideas that I come up with. Here’s an idea, somebody make a list or a very, very short video that shows you how to redistribute or repurpose your content, meaning how to put one piece of content in various other places.
I think understanding everybody’s constitution is different, this is why some people can use two channels of social media quite easily, some can use 15 quite easily, some can stay up until 2 a.m. in the morning and it doesn’t really matter. I’ve noticed my yoga clients are very different, a very different pace, to people who are constantly doing triathlons that run three gyms. Very different pace, obviously. Everyone still has things that hold them back, but it’s honestly not even about smoothing out the things that hold you back at all. I mean you’ve got to be happy to let your e-mail inbox or let some of the stuff go, let the tidying of the house go, that stuff is not important. Keep your child alive, keep yourself alive, then focus on the fact that you’re helping other people and focus on that as often as possible. But I would be making a piece of content for somebody about how to repurpose your stuff. Sorry.
Chris Ippolito 25:04
No, no, I like that. Because it’s a topic that has come up, there are a few big people out there who teach it. They all have different names for it. Gary Vaynerchuk is very well known for sharing this kind of strategy and approach. Russell Brunson and some of the people that are in his world talk about it. But surprisingly it doesn’t get talked about a lot and it really is the easiest way to get a lot of content, though I still say I struggle with content. You record a video conversation, you’ve got video, audio, and written if you want, because I transcribe the conversations, as well. It needs a little bit of cleaning up because I just use a free automated software, but then that goes on the website. Now I’ve got written, I’ve got video, I’ve got audio. Then there is more work that goes into trimming it out and piecing it into the micro content, is the other stuff. But it all just comes down to having a good system and having a good process. Maybe that will be something I’ll share with somebody.
Kate Martin 26:15
Yeah, that’s a great idea. I always thought that I needed to be a good system and process person because I make so much content, then I think, “Ooh, I’m going to repurpose that,” I’ll repurpose it. I could do 25 to 35 steps. But it’s so dry for me, I just don’t get any juice out of it. If I have to do something, this is why I say to my people, “Look, I’m quite lazy. I will still help you shortcut things as long as you don’t come in with the attitude of, ‘I’m going to be rich quick and this is the shortcut.'” I still think that when you’re doing the right thing for you, in business or in your body or in anything, you will get traction within four weeks. You should still notice traction within a short amount of time if you’re doing the right thing that’s easy for you because it’s your personality. As long as whatever you put out there, if you’re repurposing your stuff, make sure there’s a call to action on it of how people can work with you.
If you don’t have a big group program to start with, I just went off topic, but anyway, then start with just one on one helping people. Maybe like we do now, it’s one on one helping people. I know you’ve got a service for people that you probably help them with anyway, but it could be one on one helping people to do whatever the thing is. When you’ve done even just a few of those people, if you’re a new beginner coach, and even when coaches are starting online they still feel like they’re new and they don’t know what they’re doing even if they’ve got 20 years’ experience. It feels like you’re starting again, every time you go into a new niche it will still feel like that anyway. I know every time I used to move suburbs or interstate it would feel like I’m starting again and I’m a fraud or I don’t know what I’m doing. When you start a new program online, you still think, “Do I know enough?” But you soon get used to you do know enough and that it’s okay.
Chris Ippolito 28:03
You’ve gone through that experience quite a few times. You mention every time you move, you try a new product, or you’re launching something new it seems to be a cycle that you go through, that doubt and almost the impostor syndrome. Have you developed a methodology to help yourself push through that or is it because you’ve done it so many times you just have to remind yourself just, “Kate, stop it. You know your stuff, just keep going. Even though right now you’re doubting yourself, just keep going”?
Kate Martin 28:42
It is a matter of that, and becoming aware of it. I think if people are aware that it’s going to happen, it’s normal, then you feel like, “Oh, it’s okay, these are actually normal feelings.” The voices that you choose to listen to in your head, we’ve got 10 to 20 conversations that are going on in there often at once. One, they’re not necessarily your thoughts because I think our brains pick up signals like radio transmissions. But two, you could choose which ones to listen to. But most importantly, the third one, if you’re a coach and you help other people, that’s the thing to focus on. Because when you start making it about yourself, it will go into a downward spiral, always. Every single time I help a client, and all my clients say the same thing, they’re like, “Oh, I really didn’t want to get on the call or answer the phone to the person, but then all of a sudden I did the thing and I lit up again.”
I’d actually think this is a big cure of depression, as well. If people would stop thinking about what’s going on in here and worry about helping humanity in some way, shape, or form and getting hooked into the bigger cause of what it is you do, how you do it, and how it’s actually impacting humanity, like a goal so big that it scares you, it will get you out of the small, mundane, “Ooh, did I remember to repurpose it to the 57th thing over here?” Well, because I can get stuck in the details like that. Then I feel bad because I’m not a systems and process person, sometimes I forget to cross my t’s and dot my i‘s, literally I always have. Even when I write a blog post, I’m not a great speller. I’m getting much better. But you can’t let it hold you back because the art is the art and your helping people actually is an art, and it’s good fun.
Chris Ippolito 30:24
Yeah, I agree with that statement quite a bit. I think we’re on the same page as far as I think lots of people, the depression, the anxiety that they’re feeling, they could get rid of it, or at least significantly reduce it, if they would just take their focus off of themselves and start focusing on other people. I don’t know why, I’m sure there’s even scientific or medical reasons behind it. But it works, I’ve personally gone through the journey myself. I know that the more I stopped focusing on my own things and started looking to just help others, it lifted me up quite a bit.
I also had a bit of a recommendation for you on the topic of spelling. Are you familiar with the app Grammarly?
Kate Martin 31:21
Yes, I do have it on my laptop now, it is good.
Chris Ippolito 31:23
Grammarly is amazing. I don’t even worry about my spelling, sentence structure, and all that now. I still feel like I’m a fairly decent writer, but Grammarly is just my safety net, it just catches all those little issues. I think it’s much better than a word processor, I feel anyways.
Kate Martin 31:45
I don’t here even use software anymore, like a word processor.
Chris Ippolito 31:47
Just thought I would share that with you.
Kate Martin 31:49
No, it’s perfect, actually. You’ve got lots of tips like that.
Chris Ippolito 31:53
Yeah, and maybe that’s what I should be sharing, systems and processes. My day job, currently I’m a process manager. It’s not like this is a brand-new thing for me, but I’ve always liked systems and processes. I like building a way to make things work seamlessly. Automated is great, but even if it’s not automated, just like, “Here’s step one, here’s step two,” and all of the checks and balances.
You mentioned you don’t need a big following online to grow a business. I’ve heard this advice a couple times, where they’re like, “You actually just need to build a,” whether you want to call it a tribe or a family or whatever term you want to use, but anywhere from 500 to 1,000. Another term that they use was “raving fans,” “true fans,” or whatever it is. You’re good, you can build a very successful business around that small group. But how did you find them? Where did you find your tribe and the people that you are working with? Was it online, was it mainly face to face, or was it a bit of a blend of everything?
Kate Martin 33:25
Actually, good question, because I think a lot of us get impostor syndrome and it’s made even more pronounced and exaggerated when we compare ourselves to other people. That person may have got to where they got by using various other methods. I’ll come back and answer the thing about building relationships is key. Anyone that’s a coach has actually got thousands of relationships, organically anyway.
I know of two girls who are very big in the online coaching industry. That’s in my country, in Australia, but obviously they’re online now. One built her business via doing seminars and workshops, that’s how she built her online business because she built her list that way, then it became easier. Then she chose to just do online courses because she’s an introvert. Actually, the other one is an introvert, as well. The other one built her e-mail list, you could use either of these, but she got a lot of her blog posts, and she claims to be a writer now, but she got a lot of her writing onto very large publication websites. That brings people back to your own website, then you build the e-mail opt-in.
Myself, I’ve always been really good at building relationships via a seminar model. Which I accidentally figured out, nobody taught me to do that. I like talking, I find it easier than writing. Again, it’s the whole tuning into what’s natural to you and do it easily. Whatever of those models is easier for you to use, just focus down on it. Getting into big publications is actually very easy. Then make sure you have some kind of gift or opt-in so that when people go back to your website, that helps you grow your e-mail list. Then you nurture it literally by giving them good content.
Now one of the misconceptions, I think, about funnels is, if you even know what that is, I’m pretty sure you do if you’re in the online world, that it’s all techy and has to be hard, that people need to go from your low-end product, through to your medium, through to your high. I’ll never forget the first day that I offered somebody a high-end product. There’s the story about that, which was in my fat-loss business. It was a $3,000-dollar online product, it was to a lady in America. The story about how I felt every cell in my body change when I literally told this woman the price. She didn’t say “yes,” but it didn’t matter, I was a different person. All of a sudden I had a high-end product that I had for sale that I told someone about in America, I was a different person.
That’s the fat-loss business, the majority of people for the business that I’ve got now, which is just coaching personal trainers, have found me through my free Facebook group. Not because I spam them with anything, but because I literally introduce them to myself as a human being when they come into the group. Not because I have the intention to sell them something. This is the disconnect, you can’t go online and all of a sudden pretend to care about people, try to learn about algorithms, try to learn about funnels from this person, that person, and the other. If you want to have a relationship with human beings, you have to like humans. If you don’t, I think everybody says this but it’s just so true, go and do something else with plants or become a programmer. Because people can smell it. Nothing wrong with programming, I did IT when I was at school, as well.
The relationships have been built sometimes that way in my free Facebook group. I don’t have a huge e-mail list. When I started just the online personal training business coaching, which has been the last couple of years, even though I’ve been training them for a decade, I only did high end, as well. Which means if I convert less than 70%, it doesn’t really matter because that cost is four figures. Then I make sure there’s a certain amount of people that I’m presenting to, which means I’ve got to really speak to the right people because I can’t help new coaches. If they’re trying to sell something to their own clients, then there’s a disconnect. They don’t really believe that they can help them. They can’t and they shouldn’t be selling what they’re selling. They really need to get the experience first. I also think that I will break people that haven’t worked for themselves for a few years because it’s actually really hard to work for yourself.
That’s my ethos. I know a lot of people will try and just convert everybody. But I’m the only coach that coaches my group, I’m the only one that does any enrollment or sales calls. I call them enrollment calls because not everybody gets offered the thing. I went straight to high end. Why? Because I just know that that course provides at least 10 times the value of what they pay for it. If I can’t figure that out in that call and figure out where I’m going to get that value from in that person’s business and services, then I won’t offer them the thing. I actually often refer them to a guy over in America that works with some lower end coaches online doing more beginner stuff. But the main thing is relationships, it doesn’t really matter where it is.
I’ll never forget, I don’t even know who it was, I followed somebody on Instagram and straight away they sent me a voice message, which I’ve never seen. I don’t even know how to use Instagram properly.
Chris Ippolito 38:33
Kate Martin 38:35
They sent me a voice message on Instagram saying, “Hey, thank you so much for connection, thank you for the follow. What would you most like to know about? What can I make some content for you about?” I thought, “Wow, that was weird, that was new. Wow, I’m talking to a human.” I didn’t reply. How rude of me, by the way. Always reply to somebody when they send you a message. Because there’s a human on the other end, we forget that there’s a human. Focus on the fact that you like helping people, there’s a relationship there, don’t try to sell them anything in the first couple of messages. I’ve always just gone content marketing. I’ll get them in the group, then tag them on a couple of things that will be helpful. Honestly, when they go through a few minutes of your stuff, they know if they’ve got a problem and you can help them if you’re making sure you outline how you can help people, but also the problems that you solve. Talking about the emotions, as well, that’s pretty important, people miss that.
Chris Ippolito 39:29
Yeah. I’ve mentioned this a couple times in different episodes, but I get so excited when I start hearing common advice. One that’s actually been coming up really recently, it’s probably just due to the nature of the topics we were talking about, is that relationship and human-to-human connection. It seems like one of those things where you’re like, “Well, duh, that makes so much sense.” But there’s so much truth to it that it really is, you could consider it, a first principle. If you are going to grow a business of any sort that involves people, you need to love people. If you don’t, don’t even bother trying.
Being an introvert does not mean you don’t love people, which is such a terrible stigma around that classification. As you mention, the two ladies who are introverts. Myself, I would actually be more on the introverted side of the scale of things. I like people a lot, I just get exhausted when I’m in large group settings, that’s about the difference.
Yeah, I love the fact that you shared that because it is so true that, to almost get a little bit on the woo-woo side, it’s just about the amount of love that you can give and the universe will repay you back.
Kate Martin 41:00
Always. If you were to work on one thing, then you’ll work on opening your heart, worrying about your vibration, and don’t worry about your Facebook ads. Your Facebook ads won’t actually work and it comes down to I really get annoyed at all the marketing terms of “build know, like, trust factor” and “play the long game.” I just feel it’s like cutting off your leg to do the other thing. How can that not be common sense?
Chris Ippolito 41:28
Yeah. This has been a fun conversation because we have gone all over the place. Which is great, I’m glad we did because that’s the way I like to do these episodes. But with everything that we did talk about, Kate, what would be that one thing you would want the audience to take away and take action on so that they could level up?
Kate Martin 41:50
That social media is meant to be a free-for-all, it’s meant to be a mess. What you put up there doesn’t have to be tidy. You trying to be perfect is actually a form of fear. You must put your content, your little tip of the day or whatever it’s called, your help, out there to help your people or they will not know that you exist. They also won’t know that you’ve got any products or services. Put a call to action on stuff about one of your products or services and you’re not going to burn people’s eyes because they scroll past, they see your thing. Put yourself out there, otherwise people won’t know, they don’t knock on your door to give you some money, as much as you’d like it.
Chris Ippolito 42:28
Yeah, no, I really like that. I’ll admit, it’s something I’m almost struggling with right now because I think that’s what it is, is I’ve got this weird fear of, “But what if people don’t like the content I put out there even though I’m trying to help them?” At the end of the day it’s like, “Who cares?” As long as my intentions are there of I’m doing this because I want to help anybody who’s willing to listen. Whether it’s my followers or followers of followers, it doesn’t really matter. As long as one person takes value out of it, that should be what I strive for and aim for. I think that should be what everybody strives for because then it takes that fear out of it. Yeah, the vanity metrics of it are terrible. Thank you for sharing that, I think that was fantastic.
Kate Martin 43:22
One of the tips to make yourself do something like that, Chris, which I forgot to say but I do need to say this, is if you make yourself publicly accountable. If you say on that social media platform, “I’ll be back at 10:00 a.m. to do a live video and I’m going to cover the topics of X, Y, Z,” you’re going to look like a person that can’t show up to do the thing, that can’t be a person of their word, which is also critical to you being able to run a business. You’re more likely to do it, even if it’s, “The next seven days I’m going to share seven posts,” then that’s what you do, seven. It’s to overcome the thing, make yourself publicly accountable, that helps.
Chris Ippolito 43:57
Yeah, that’s a good idea. Whether you’re publicly accountable to a lot of people or even just one. Like even these podcasts, there’s certain days where I’m just like, “I’m exhausted, I don’t know if I have the energy to do an interview or a call tonight.” But it’s booked and my commitment I made at the beginning was if we book this, I know I’m going to show up, you better show up, too, no matter how I feel. That’s why I very much appreciate when people show up regardless of what’s going on with them and it’s awesome.
But on that note, I’d love if you could share where could people find you if they wanted to connect and learn a little bit more about you?
Kate Martin 44:44
The easiest thing is my website, which is katemartinmentor.com.
Chris Ippolito 44:50
Perfect. I know there’s more, because you mentioned the Facebook group, but I’ll make sure to include all that stuff in the show notes with whatever you provide.
Thank you. Thank you for being a guest, it’s been an absolute pleasure. You’ve got a whole day ahead of you, whereas I’m going to be going to bed soon.
Kate Martin 45:09
Thank you so much, Chris, for the time and for the effort that you bother to put into this, it’s great.
Chris Ippolito 45:14
Thank you, I really appreciate that. Take care.
Kate Martin 45:18
Okay. Thanks, bye.
Chris Ippolito 45:19