The Complete Online Fitness Marketing Strategy To Crossing $5-10k/Month
As A Coach In 7 Days
(Even If You Can’t Take On More Clients)

It's $999.99 free.

"There is no f*cking way you gave it all away for free..."

Everything you need to become a 6-figure online fitness coach.

Made by Sergiu Ciausu, who's been a fitness ghostwriter for 2+ years and invested over $10,000 to study 1-on-1 with HUGE entrepreneurs, like Dickie Bush, Nicolas Cole, Dan Koe or Alex Hormozi himself.

Want to make sure this free email course is “worth it” before you sign-up?

Here's everything that's inside:

Module 1) The Online Fitness Pricing Playbook: 3 clear steps to 10x your revenueModule 2) The 3C’s Framework to create your Peak Offer (that literally no one talks about)Module 3) The complete Sales Funnel Model to scream worldwide about your Peak OfferModule 4) The Brand Mastery Method: unlock 11+ priceless benefits of giving away free tipsModule 5) Choosing the best lead magnet structureModule 6) The Educational Email Course PlaybookModule 7) Your Peak Week Roadmap to make $5-10k/month with online training (downloadable resource)

Hooray! The first module of The Advertising Peak Week Blueprint is on its way to your inbox.

Within the next minute or two, you're going to get an email from me (Sergiu).This email contains instructions to get started with our Online Fitness Marketing Strategy, so be sure to check it out!But if you have any questions, don't hesitate to hit reply and let me know—I'll be happy to help! :)Now go and check your inbox!!

P.S. If you don't find the email in your inbox in the next couple of minutes, please check your spam folder...Chances are it ended up there.(Sometimes the email infrastructure just breaks when people send incredible stuff to one another 🤷🏻)

Download the Blueprint here.

Module 1) The Online Fitness Pricing Playbook

Dear Coach,You have to start charging your worth.You’ve probably heard this before (and thought this is scam advice). Most coaches think that having lower prices will make them more money. They think being cheap is the way to stand over their competition. They think they’ll become the best option by charging “normal” price tags.And this couldn’t be further from the truth.Imagine you coach 10 online clients for $50/month each (making $500/month in revenue). If you were to charge what you’re objectively worth, you could earn just as much money with only 1-2 clients.Now think of two different pairs of shoes. One costs $20 and the other is $100. Which one do you think is superior (from a quality standpoint)?Probably the one worth more (especially if money isn’t a big deal for you).

Fitness coaches can’t charge high prices because of these reasons:

•          They fear being rejected by people who can’t afford their offer
•          They experience imposter syndrome whenever they raise their prices
•          They lack the confidence required to provide more expensive coachingAs a result, coaches end up charging mediocre prices. They never unlock the ability to scale past $100k/year or more. They never deliver the best services they can.This is a problem because fitness coaches won’t be able to fulfill clients this way (and won’t be able to make a sustainable income out of their passion for fitness).Value is a perception. Fears won’t feed you.Cut the weeds from your garden and make space for flowers to extend.

Reason 1) Fearing rejection when pitching a sale

It is normal to have fears. Because people fear things they give a sense of importance to.We don’t fear what a stranger from 9.000 km away would say about us. But we fear what people we know would think of us. This is how we are wired.This is how things work.Embrace fear.Build the conscious power of acting against your feelings, thoughts and beliefs and let your world be in your hands.Reframe how you perceive failure. If you get rejected by your only potential client, you won’t pass away. You won’t lose your business. You won’t be getting rejected forever.Failure is a step to winning. You win experience on hosting sales calls. You win status by having more confidence leading to a sales call.You’ll win more money from failing than from staying cheap.There are 8 billion people on Earth. At least 1% of them need fitness coaching.If you get 10 clients per month out of 80 million people, you’ve got yourself a good living.

|  “We suffer more in imagination than in reality” ~ Seneca, Stoic philosopher of Ancient Rome

Reason 2) Having imposter syndrome for charging “too much”

There is no need for fancy frameworks for breaking old beliefs.Reframing your perception of the world surrounding you is more than enough. Coaches fear rejection because they experience imposter syndrome.They don’t value their skills, systems and expertise as much as they charge for. This is a shame that can easily be mistaken for scamming, since you don’t put yourr best effort in, by definition (I bet you don’t aim to scam people.)This is why online fitness coaches charge low prices. This is why most people around the world are not aware of the value a fitness coach actually provides.Most fitness coaches don’t know how to articulate their unique benefits:•         Online coaching will always be cheaper than personal training directly in a gym
•         Online coaching allows clients to have flexible schedules
•         Online coaching allows for mentorship group calls (which you simply can’t do in a gym)All of a sudden, the value of online coaching is prominent.Don’t worry, we’ll dive much deeper in the following days.Learn to act against your thoughts. If your mind is crumbling about you charging $200-500, let it be. You are in control of the levers. You are the lever.If you don’t value yourself, nobody else will.

Reason 3) Lacking confidence in their skills & service quality

This is the cause of all of the above (and more).All high-performers preach this:Get to work.
Put in reps.
Get results.
Start pumping money.They all started like this.Alex Hormozi, Chris Bumstead, Chris Williamson, Nicolas Cole, Dickie Bush, Dan Koe, Jeff Nippard, Athlean-X, John Meadows.Literally everyone.It’s okay to doubt yourself. You will always do. Use that energy to fuel improvement.Build confidence by creating the evidence that bridges the gap between your current worth and what you think your value is.Train clients. Improve your systems with each client. Crave consistent feedback from fellow coaches, clients and other people that you care about their opinion.Do this for 6 months and watch your confidence emerge.

Here’s your online fitness pricing playbook.

Pricing is emotional.You have to learn how to be confident to charge more money. There is at least one way to do this. If your offer serves a specific target market better than all other fitness coaches, you are worth a premium.Why should you pick a specific target market? Because this is how you stand out from the crowd.If you simply target anyone looking to lose weight, there is no way you could charge $200.But if you specify the small(er) audience you want to help, people will understand your service is designed for them. If they reckon the service is specifically for them, they will feel understood.If they feel understood, they are willing to throw money at you.

Step 1) Create Your Peak Offer

If your offer is bad, your revenue is bad, too.You won’t stay for too long in the market with a bad service.You can have multiple offers prepared to upsell or downsell clients. This is how you can gain more trust if they’re not ready to pay the Core Offer (which is the offer that makes you the most money.)If you want to improve your service, improve your offers. To improve your offers, you have to give more value. To give more value, use the most iconic formula in business: Alex Hormozi’s Value Equation.

To create an offer, you must maximize each of the two levers above (Dream outcome and Perceived likelihood of achievement) and minimize the two below (Time delay and Effort and sacrifice).We’re gonna start building your Peak Offer today.

1. i) Spell out the dream outcome

Coach, you are an artist.You design training programs and meal plans. You brainstorm ways to keep your clients on track.To make money, you must get good at creating dream outcomes people would sell their kidneys to get.Think deeply.People buy your words. This is what they know about your service before making the purchase.They know the words, not the actual service.(This is what scammers use as an unethical strategy, during this email course we’ll touch on how to deliver your big words, too.)If you target entrepreneurs, you could spell their dream outcome like this: “Get a flat stomach training 3 hours/week in the gym and eating what you want”.Or “Lose 10 pounds in 6 weeks by training for less than 4 hours/week”.Or “Lose 10 pounds in 6 weeks as a 60-hour work week young entrepreneur training 3 hours/week in the gym and eating what you want”.Great dream outcome outlines are tangible.You can see a flat stomach. You can touch it. You can sense exactly how it feels.Whereas if you were to write “Lose fat and build muscle without spending too much time in the gym” you’ve suddenly absorbed the essence of visualizing the dream.How much fat do you help them lose? How will they look if they build muscle? Will they look too big? What if your recommended time to spend training in the gym is too much for them?There are many communication clogs if you are not being specific. Tell others clearly what they should expect.If you need help finding language to describe the dream outcome you want to unlock for your clients, answer these 5 questions:•         What do you help clients with?
•         Which people can you help the most? (Tip: pick clients who have the most money)
•         How much do people expect to insert dream outcome? (Ex.: lose 10 pounds)
•         How long does it usually take for someone to achieve this goal? (Can you get them the same result quicker?)
•         How can you make it easier to achieve this goal? (Note everything that comes to mind, but only pick the most distinct method to include in your dream outcome summary)People love dreaming. Get your readers through deep flow states. Let them visualize how incredible their life would be.If you nail their dream outcome, people feel understood.If they feel understood, they pay.

1. ii) Decrease Time Delay

When I was a child, I had a hard time being patient and waiting in queues.I wanted to enter the doctor’s office faster. Get through the queue faster. And get back to the things I enjoyed doing (playing with my toys).Humans always hate patience. The difference between a kid and a full-grown adult is their ability to self-control. Adults are more resilient to patience because they are better at controlling their impulses.But they still hate to wait. Being able to act against your feelings doesn’t mean you don’t experience that feeling.If you can decrease the time for someone to achieve a dream outcome (in my childhood case, get in the doctor’s office), you bring value to their life.Think of 3-5 ways you can speed up the process for any client.•         Can you create shorter, but more intense workouts?
•         Can you lower the number of workouts without affecting the dream outcome?
•         Can you identify the limit between strict dieting and the most efficient caloric deficit possible?Use them to create iterable systems and serve your clients well.People don’t care about the best results. They only care about the results that fit their vision the best.

1. iii) Effort and sacrifice

People’s brains are wired for survival.Comfort, pleasure and happiness are prioritized. Effort, sacrifice and hardship are threatening.If you can find ways to decrease the effort and the number of sacrifices someone has to make to get the dream outcome, your offer becomes more valuable.To do this, you must think in terms of problem-solution. Get pen & paper or open a document and start writing what problems people trying to insert dream outcome face.Here are some examples of problems:•         Training alone in the gym is hard and boring and I don’t know if my form is correct
•         Lack of motivation to go to the gym alone
•         Struggle to lock in exercise form
•         Having a hard time eating healthy and tracking calories
•         Food has no taste and it’s blandNote problems down. Store them deep in your brain. Find ways to solve the biggest 5-10 problems to create a truly differentiated offer.This is how you stand out from the crowd. If you solve specific problems, you attract a specific market.You will be perceived as the expert in the market you’ve created and you’ll have great leverage to scale your income.Turn problems into solutions like this:•         Training alone in the gym is hard and boring and I don’t know if my form is correct – How To Make Training Alone Fun And Enjoyable (While Making Sure Your Form Is Correct)
•         Lack of motivation to go to the gym alone – How To Find Motivation To Train (Even If You Don’t Have Friends To Go With)
•         Struggle to lock in exercise form – Full Guide On Proper Exercise Technique
•         Having a hard time eating healthy and tracking calories – The Healthy-Taste Cookbook: How To Prep Healthy Food That Leaves You Licking Fingers (Fully Trackable)
•         Food has no taste and it’s bland – How To Turn Any Bland Food Into A Culinary Masterpiece (Even If You Don’t Know How To Cook)P.S. You might need to upgrade some of your skills to fulfill these solutions.

1. iv) Perceived likelihood of achievement

Coach, you won’t be able to guarantee people results.Be honest with your readers. But still lay out your relevant experience on your landing page and showcase your skills through writing content (which we will start discussing in Module 3).This comes with time. If 95% of your clients get a six-pack in 3 months, you can use this number to create interest. Plug it in your landing page.This is a valid promise since it’s based on what others did, not on what someone should expect (or is guaranteed to achieve.)You can increase this metric using one or more of the following methods:•         Get a title or a recognizable prize (like a pro card, certification of master trainer, etc.)
•         Work with clients over time (and getting them results)
•         Add testimonials from big authorities in your field on your landing page
•         Add financial guarantees (for example: 3 months of payments to get results or you work with the client for free until he reaches his goals)Don’t be too proud about your prizes. Most people don’t care.To increase the perceived likelihood of achievement, you have to address their most common concerns.Think of how you would solve these problems for your client:•         “This is not for me, I really don’t have the time to train in the gym”
•         “I don’t want to get too big, I just want to maintain a somewhat lean body”
•         “I’ve been to the gym before and it didn’t work for me”
•         “I’m not really a sports person but I still want to do something to get rid of fat”Outlining a solution for these (verbal or an actual product) will get you more sales.This is an opportunity to educate your client on the topic he wants to do better.People love learning about things they care.

Step 2) Define your Peak Target Audience clearly

You won’t be able to charge high prices on your Peak Offer for everyone.You have to qualify leads based on your Peak Target Audience.If you need a customer avatar framework, feel free to use this one:•         Age:
•         Gender:
•         What is their marital status? (Divorced, married, single, etc.)
•         Do they have children?
•         Where do they live?
•         What is their favorite quote?
•         What do they do for a living?
•         What is their annual income?
•         Did they graduate college?
•         What are their lifelong goals?
•         What are their values?
•         What are they struggling with right now?
•         What are their major pain points relating to fitness?
•         Where do they get their information from?
         Books:
         Blogs/websites:
         Gurus:
         Social media:
•         What are some common objections/limiting beliefs to reaching their goals?
•         What does an average day look like for them?This should serve as a pool of ideas for stacking your offer and coming up with content ideas.If you feel overwhelmed, follow this framework:•         What type of clients would have the money to pay me $200-500/month?
•         What people need help with their fitness the most?
•         What is their most important health goal?
•         What are their 5-10 biggest problems that prevent them from achieving their goals?For example: Single young businessmen earning 6-figures/year working 60-80 hours/week looking to shred fat and appear sexier.They would have the money to pay. They need lots of help since they don’t have that much time to research on their own. Their most important health goal is to lose fat.The biggest problems they face could be anything:•         Little to no time to workout in the gym
•         Not into sports
•         Training alone is boring
•         Overwhelmed by the variety of exercises
•         Having a hard time prepping meals and sticking to their dietSolve these problems and you’ll get them results. Being so niched down allows you to become an expert in your field fast.If you are perceived as an expert, your authority grows. If you have more authority, your offer becomes more valuable. If your offer becomes more valuable, you drive more sales.If you drive more sales, you’ve got yourself a business.

Step 3) Create a Peak Online Presence

The future of fitness is online.Most personal trainers switch to online coaching. Gyms work on their digital brand. Supplements and fitness products have already transitioned to join the new era.For growing your social accounts, there are 3 main levers:•         Posting content (Tweets, Threads, Instagram Carousels, Reels, TikToks, etc.)
•         Engaging with other creators and consumers (and reaching out to people yourself)
•         Having a way to funnel your audience using a lead magnet that creates trust, authority and authenticity (through novel ideas and perspectives)We will talk about these in detail in Modules 4-6.Every business needs traffic. Social media is the biggest traffic source to date.If you don’t trust social media, you are missing on serious revenue.Social media allows coaches to differentiate. It gives them a chance to put their mark on the people they persuade.If you don’t want to improve lives, business is not for you.

Module 2) The 3C’s Framework to create your Peak Offer

Dear Coach,You’ve probably heard rich people don’t trade time for money. Instead, they pump revenue through leverage.Most online fitness coaches don’t seem to do it.This is what a day of a regular coach looks like:•         Wake up
•         Drink water
•         Go for a morning walk
•         3-4 hours of online coaching work in your room
•         Workout in the gym
•         Track macros
•         Make some content
•         Spend time with your significant other
•         Fall in bed
•         RepeatThis is hard to leverage.We can’t extend the time. We can only make better use of it.I genuinely don’t know why there are so few coaches that talk about this.In the regular online coaching business, the sole limitation of driving revenue is the coach. The CEO. Most fitness trainers can’t figure out how to handle more clients because they are not aware of this simple framework.And that’s okay. Because this is what we’re diving into this Module 2.In Module 1, we’ve warmed up by talking about what you have to do in theory and what’s stopping you from doing it.Today, it’s time for hard work.

If you don’t want to be limited on how many clients you can take at a time, use this easy-to-setup system.

You don’t have to tell each client what they have to do.You can automate giving clients the general principles, training programs and meal plans and only intervene yourself on weekly group calls.This is the 3C’s Framework:•         Curriculum
•         Community
•         CoachingThis is the business model most of the top online fitness coaches use. I also use this and first heard it from Yuri Elkaim, a NYT Best-selling author who generated $100M+ in revenue for online fitness coaches.

1) Curriculum

People don’t have the same learning patterns. Some people might be gifted and make rapid progress. Others, not so much.The curriculum puts teaching the same basics on autopilot (so you don’t have to do it over and over again). It saves you a lot of time.Treat this as a course curriculum. You teach people what they have to do in the gym themselves to see results.You are only the supervisor. You make sure the curriculum lessons are applied as they’re meant to be and help people do so through Community and Coaching.Curriculum is automation.Pack it with the most valuable information in the least amount of words possible.Become a coach so good you are able to predict 90%+ of what your clients will struggle with. Create a FAQ Module out of them. Then let clients praise you.Curriculum displays effort and dedication to improving others for good.

2) Community

You are not the only one knowing everything about fitness.Once people learn principles from your Curriculum, they will be happy to help their peers. Sense of community.Have a main group with everyone. Split peers into accountability groups. Hop on check-in calls every 2 weeks. Let people become friends and grow together.The Community is a game-changer because of these 2 things:•         People get to use their knowledge to help others which spikes dopamine (the feel-good hormone) and improves their ability to articulate their thoughts (which improves results long-term)
•         You won’t have to answer questions yourself all the time because you’ll have more experienced clients doing this for you (which saves time)The Community gets your clients better results with less overall effort.This doesn’t mean you could quit coaching completely (yet).People still value your advice the most. You are the reason they joined your Community.By writing a Curriculum and building a Community, you unlock the ability to duplicate yourself.

3) Coaching

Coach, people put their trust in you.They trust you to make their life better. They trust you that you will get them to their dreams. They trust you for who you are.Coaching is your essence. The hypnosis which turned them on to start their fitness journey.Do not ever ghost your Curriculum and Community. You’ve built these 2 levers to not get trapped in repetitive work.You still have to work for your income. It just becomes independent of the time you trade.This is creative work.|  “If the work doesn’t require creativity, delegate it, automate it, or leave it.” - Naval, entrepreneur, $60M+ net worth.You will coach people on the small tweaks they have to do based on the Curriculum. Each week, host a group call in which you answer people’s questions.This has more leverage over 1:1 calls because they could find out the answer to a question they weren’t aware of. Value multiplier.Do 1:1 calls only with the accountability group.

Here’s why the 3C’s Framework is powerful.

Work is hard.Repetitive work is even harder because it adds the boring piece.Creative work is easier because you get flooded with accomplishment from creating something meaningful. Your mission is to make people healthier. This is what you have chosen to do.Don’t build yourself into the life you wanted to avoid in the first place.The 3C’s Framework helps you cut out repetitive work.•         It frees up most of your time
•         It becomes much easier to keep clients on track
•         You’ll have more fun coaching in the long runEarning with your mind is the next meta for living.

Reason 1) It frees up most of your time

Once you cut out repetitive work, you become in control of what you do. You gain the power to choose what you want to do. You make time to do more of what you love and less of what you despise.Time freedom is a dream that lies in the minds of many. This is what makes time valuable in the first place – because not everyone has it.Replace repetitive tasks with creative work. Use the time you get to learn new things that will improve your creations. Market your discoveries and funnel in new clients so that you can live a better life together with your tribe.

Reason 2) It becomes much easier to keep clients on track

Humans crave connection.Social media and the internet limit our meeting opportunities. We encounter corporate environments, business brands and many people selling many things.The easiest way to attract clients is to be a human. The easiest way to get clients results is by being a human. The easiest way to get clients to stay on the right path is by allowing them to be humans.Connection is our nature.The Curriculum helps you create a foundation for your relationship with clients.
The Community helps you gain trust and clients to make more relationships.
The Coaching brings people together and you all get to talk about your interests.This formula makes it very hard for members to fall off track. They’re gonna love the process (why would you quit something good that brings you joy?)There are many fit people eating out weekly.If you can't help your clients do the same, this is a skill issue.

Reason 3) You’ll have more fun coaching in the long run

If your creative work feels like repetitive work, you’ve built the life you wanted to avoid.Creative work is fun because you get to put your knowledge into a tangible outcome. It’s like you piece a puzzle. It’s like you advance in your story.Creating the 3C’s won’t be easy. You’ll have to work more for 2-3 months. It is harder than traditional online coaching.|  “The greater the payoff, the greater the hardship” – Alex HormoziPeople will love it.If you can internalize getting energy from improving others’ lives, you’ve won the game of business.I’m looking at most top performers. In all niches. They all do this.Even fast food chains.Because they focus on bringing friends, families and couples together to experience a harmony of taste with each bite.(Haha this is a long debate, but let’s stick to the point.)They have a vision catered towards humanity. Their ego gets fed from the pursuit.

Full guide on how to implement the 3C’s in your offer

This is the blueprint to install the 3C’s Framework into your business.You will have loads of creative work to do on your behalf.Outline your Curriculum. Go for long walks. See how the Curriculum, Community and Coaching connect in your business.|  “Ancient Romans and Greeks, Steve Jobs, Charles Darwin, and an ever-growing list of visionaries, strategists, and innovators attribute their success to surprisingly low work times accompanied by an abundance of restful activities like long walks.” – Dan Koe, digital creator, brand advisor to 7-8 figure businesses

To decrease Effort & Sacrifice, make Curriculum and Community better. To decrease Time delay, work on your Curriculum and Coaching. To increase Perceived likelihood of achievement, improve your Community and Coaching.Mix everything up and the Dream outcome becomes a force of nature. Very hard for people to not get it.

Step 1) Creating your curriculum in Notion

Imagine you’re back to when you’ve just started going to the gym.How would you (from the present) teach you (from the past) to get a lean physique? (or any other dream outcome)Think of the exact order you would have liked to receive the information. This is important.You can create novel perspectives for your clients to understand fitness. An example would be to associate building muscle with cooking bread. Think of how these 2 completely different topics could link together to form this novel way of perceiving training.If you nail the right order you give the information, you reduce the likelihood of clients getting lost. Which increases retention. Which drives better results, connections and revenue.I recommend creating a blank page on Notion (since you don’t have to spend time customizing anything) and starting brain-dumping problems in getting fit.Split your Curriculum into 3-4 modules (minimum):•         One for training guidelines (what muscle groups we train, how to perform a repetition, what are working sets vs warmups, how many sets to do, how to perform exercises, etc.)
•         One for nutrition lectures (what to eat, how much to eat, how to track food easily, how to balance eating what’s required with taking dinners out, etc.)
•         (Optional) One on how training and nutrition link together (talking about pre & post workout meals, importance of macros, what happens if you don’t eat what’s required, etc.)
•         One for promoting recovery (how to get better sleep, what to do on rest days, what you do on rest days, how to fall asleep faster, etc.)You don’t need any fancy software to do this.Notion is completely free to use. This is where I write all of my stuff before publishing it. I’ve been using this for years.The mobile app has some bugs when copying & pasting text, but it’s still easy to write.Pro tip: include a video for each module and chapter in your Curriculum.Use an app like Loom or OBS to record your Notion screen while showing your face using a webcam.Go through each lecture reading what you’ve written down and add anything extra through speaking.This is what big creators online do with their own courses (especially those that understand the value of writing).

Step 2) Setting up your community in Discord

Discord is the easiest app to set up your first community on.There are dozens of tutorials on YouTube about this. It should take you around 15-20 minutes to set up the roles, channels and sections.Create channels for members to ask questions, introduce themselves, share wins and bring valuable lessons. You can include assignments in your Curriculum and have clients complete them and submit those assignments on dedicated text channels.You can create libraries with video tutorials on how to perform exercises in the gym. I recommend you create a 1-2 minute version of that tutorial and a 5-10 minute video where you give more depth.Pro tip: set up a role in your Community to allow people to join your server for free, but only on spectator mode. Create a blank role with no permission other than reading channels and include the invite link to your Discord Community on your landing page or social media profiles.This gives potential clients a taste of your services for free and makes them more likely to make a purchase.

Step 3) Preparing your weekly coaching calls on Calendly

Calendly is even easier to set up. Create an account, answer some prompts and schedule calls.You can link Calendly schedules with other calendars like Google, Samsung or Apple.Use Notion to extract your valuable knowledge. Learn Discord and build a Community you would spend all day hanging out in. Download Zoom to hop on calls and use Calendly to make scheduling no longer painful.

Module 3) The complete Sales Funnel Model

Dear Coach,You must let the world know you exist.Your Peak Offer (which you’ve built yesterday) doesn’t have to serve everyone. But the more people know about what you sell, the more people will eventually buy from you.We’ve covered this in the last letter: you have to know who you want to work with.If you target everyone, you can’t offer a specific solution. A teenager with lots of free time would like to train more than a businessman working 60 hours/week.The perceived value will be different. Your marketing vehicle will lack leverage.If you can’t offer a specific solution, you can’t be seen as an expert. If you can’t be seen as an expert, you have no authority, no credibility and no authenticity.If you have none of the above, you will beg people to help you pay the bills.You probably don’t want this.To make money, use the Supply and Demand law of economics.If you charge low, there will be high demand for what you’re selling. If prices increase, less individuals want to get your stuff because supply is delivered.But there is one exception to this rule – when prices increase, but demand also increases.This happens when people feel like they would miss a huge opportunity if they don't buy or if it benefits their:•         Status
•         Safety
•         Sex (appeal)
•         Self-Reliance.If you can pick a narrow audience, create an offer stack that targets it specifically and talk about the struggles they have, you will find people willing to buy your service with:•         Less impressions
•         Less outreach
•         Less time spent on marketingBy now, you should understand why this will increase your earnings. If not, you can always check Module 1 again (hint: because the time component is limited).

This is how to find your ideal customer avatar.

You won’t always interact with ideal customers.Your job is to educate people through content, marketing and offers to manufacture them into your own ideal clients.Only when you are seen as a high expertise, high trust and authentic guy can you charge your worth.You have to win your worth.And you can’t be an expert in everything.You can, instead, become the person your ideal customer would spend their entire life to look, feel and be alike.This will make you money.

Step 1) Fill out this customer avatar framework to spark original ideas

You’ve probably done this on Module 1. Today I’ll explain what can you do with these notes.If you haven’t filled it out yet, here it is:•         Age:
•         Gender:
•         What is their marital status? (Divorced, married, single, etc.)
•         Do they have children?
•         Where do they live?
•         What is their favorite quote?
•         What do they do for a living?
•         What is their annual income?
•         Did they graduate college?
•         What are their lifelong goals?
•         What are their values?
•         What are they struggling with right now?
•         What are their major pain points relating to fitness?
•         Where do they get their information from?
         Books:
         Blogs/websites:
         Gurus:
         Social media:
•         What are some common objections/limiting beliefs to reaching their goals?
•         What does an average day look like for them?And this:•         What type of clients would have the money to pay me $200-500/month?
•         What people need help with their fitness the most?
•         What is their most important health goal?
•         What are their 5-10 biggest problems that prevent them from achieving their goals?Everything you’ve noted down can be turned into a product (or part of a product) of your Curriculum, Community or Coaching calls.Give some of these solutions away for free as content.Create a free product based on a problem arising from your notes. Post it online. Let people know about it. Convert them into an email list. Funnel them to their first acquisition with you. Repeat.People will only give you their attention, emails and money if they feel like they will get in a better spot than before.

Step 2) Check if your ideal customer could afford your Peak Offer

The best narrow audience to target is one that can afford your prices.I recommend starting with individuals engaged in business.•         They will be easier to sell, since they have experience in sales themselves
•         They will be easier to talk to, since they know what they struggle with and are mindful of themselves
•         They will be easier to pitch services to, since they have more money to spendThink about who you can help the most. Do you have experience working with elderly people? Or have you only trained young individuals before?Even though this might be obvious to you, be sure to make it clear online.Clarity attracts trust.

Step 3) Ask people about their struggles in fitness

The best way to find what people struggle with is to ask them directly.You have friends, colleagues, followers and people you’ve met before. Invite them to have a coffee. Enjoy being in their presence. When you remember or you figure it’s time, ask them what you are interested to know about their fitness.Write down your questions on your phone. Note down thoughts based on their answer. Find a way to solve those problems and pack them into digital products (either free or part of your offer stack).

How to get your ideal customers to see your Peak Offer.

A baby is the best marketer in the world.It’s impossible to ignore them. They cry. They cuddle. They laugh. They get hungry. They poop. They start smelling.They let others know about everything they do. But they don’t want to interact with everyone. They only want to get to a select few: their parents.But in doing so, they also attract others, which might also give a helping hand, despite the baby not specifically calling them out.Act like a baby.Make it impossible for whoever knows (and does not know) you to overlook your Peak Offer.Analyze each fragment of feedback you receive. Then, continue to draw attention until you no longer need to market your services.

Step 1) Reach out to people directly

In the beginning, people are not aware of your business. You have to let them know yourself.There are 2 types of people alive:•         People who know you
•         People who don’t know youTechnically speaking, having a conversation in the first category is called warm outreach, while talking to strangers is known as cold outreach.Just like fitness, conversation is an art. Every form of art possesses its own principles.a) How to DM outreachTo start DM outreach, you need 3 things:•         A platform to search for accounts
•         A way to qualify accounts (leads)
•         Something to say when DM-ing these accountsIf you work with CEOs, LinkedIn is probably your best friend for this.Search for accounts and check which one of them aligns more than 80% with your ideal customer avatar.If that account is a person you’d like to work with, message him.Here’s what to say:Hi [Business Owner’s Name],My name is [Your Name] and I’m reaching out because I’ve been inspired by [specific thing about their business]. It’s clear that you value not only the success of your company but also the well-being of your team.Have you ever thought of integrating a corporate fitness program for your employees?Depending on what they reply, you might say something like this:Hmm, interesting [or any other affirmation]Well, it happens that I specialize in creating fitness programs that integrate into the busy schedules of professionals with ease.I’ve worked with many businesses similar to yours, helping them [describe exactly what you’ve helped them with]Would you mind scheduling a brief 10-minute call next week to explore if our fitness services can benefit your team?Looking forward to the opportunity to contribute to the health and success of your team!!You can bump it up a notch and send a personalized video instead of a text message.Your goal is to get from their Requests tab to their Primary or General.b) Script for Email outreachYou can take the same script and transform it into an email:Hi [Business Owner’s Name],My name is [Your Name] and I’m reaching out because I’ve been inspired by [specific thing about their business]. It’s clear that you value not only the success of your company but also the well-being of your team.I specialize in creating fitness programs that integrate into the busy schedules of professionals with ease.I’ve had the privilege of working with businesses similar to yours, helping them [describe exactly what you’ve helped them with]Would you mind scheduling a brief 10-minute call next week to explore if our fitness services can benefit your team?Looking forward to the opportunity to contribute to the health and success of your team!!Best regards,
[Your Full Name]
[Your Contact Information]You’ll have to customize this, with time. You will get the hang of what your prospects want and your response rate will get better.c) What are follow-ups, why & how to do themMost people won’t respond to your first attempt.If you want to get new clients, show them you would die to work with them.You do this with follow-ups.These are a set of messages you send to a prospect to make sure they have read your emails/DMs.If you only do 1 outreach to them, your message can be overlooked due to reasons like the following:•         They don’t see your message in their inbox (because they receive hundreds/day)
•         They are not convinced to answer yet and need a little push
•         They are skeptical because they already know you will pitch them something
•         They just forget to respondThere are a gazillion of reasons.So, here’s a simple follow-up sequence:•         After 2 days, send a message (through email or DM) checking if they received your previous email/DM
•         After 1 week, send a different message with a Calendly link to book a 10-minute call
•         After 2 weeks, pitch them a downsell to what you would have asked for
•         After 1 month, offer to work for free for several weeks (as a trial) and charge a bit higherIf they don’t respond to 1 month of outreach, they are not interested.Just like a girl who doesn’t like you.Send a DM. Send an Email. Repeat like how babies cry (a lot).

Step 2) Post content to reach out to more people

Your audience is an army of warm leads, the easiest prospects to persuade.If you can mimic the value they get from your fitness services through free content, they will buy.Think of clothing stores. Before you buy a shirt, you want to find out how it fits you (perceived value in advance). This is why changing rooms now exist everywhere – they work.There was a time (not so long ago) when people couldn’t try clothes before buying them.But this change alone literally changed the game.a) What to postThere are 3 types of content: Short, Medium and Long-form posts.Short-form is “feel-good” content. Dan Koe, who arguably has the greatest brand in the world, calls this “Poking your reader’s ego.”Short-form posts are your best tool to capture attention and persuade people into your funnel.(A funnel is how you move readers to their first sale with you, the most common funnel is the persuasive framework called AIDA.)Tweets, Reels, TikToks, Shorts and stories are short-form posts.Each of the above follows this formula:•         Use the first 3-5 seconds (or the first 1-2 lines) to grab your audience’s attention
•         Deliver the message in 30-60 seconds (or in 3-5 lines)
•         Use the last 3-5 seconds for an impactful ending (or the last 1-2 lines) – whether it’s entertaining or a phrase that will stick in their mindsYou can also drag individuals into your funnel with medium-form content.Think of this as the resume of a long-form post (e.g.: a blog article). The short form of your long form.Use medium form for linking chains of engagement. Whenever your tweets, shorts, etc. get fewer impressions (or views), it’s time for the ace.Threads and 5-minute videos are medium forms of content. You can abuse value in these.Give actionable advice as principles you use to coach ideal customers. Give lots of them in 300-500 words (or 5 minutes on camera). And don’t ask them to subscribe to your channel or save your thread.Save your requests for what actually makes you money.All of your social media traffic has to be directed (or funneled) to your coaching website. This is where you feed your audience with deep long-form content.If you enjoy writing, you can create a harmony of stories and emotions using just words. But you probably aren’t – so just stick with the basics.Create blog posts and 5+ minute videos solving a small problem your followers might have. Fill them with action and agitation and sprinkle 1 pitch for your services every 2-3 posts.Your goal is to drive viewers to your website, where they can read your long-form (and, as we’ll cover in Modules 5-6, submit their emails).b) How to craft a hook people can’t help but get absorbed intoIf your hook doesn’t answer these questions:
- What is this about?
- Who is this for?
- Why should someone care?
That is not a hook, that is just a heading 1.This is a tweet I posted several months ago. Most people don’t see the magic and leverage a hook has.The hook is the biggest & most important piece of text on your fitness coaching website.Every product & service has a hook. This is how you convince people to give their attention to you.If your hook is bad, readers will have a decreased perception of your value. Many times, the best way to get more clients is to just improve your hook.b. i) Create an offer that fits your hook, not vice versaPeople don’t buy because of your product or service.They buy because of the value they expect to get based on what they read on your landing page.They didn’t see the actual service when they’ve put in their credit card.They’ve put their trust in your words, content and free value they’ve gained before.This is a big reason why free lead magnets are a must for every fitness coach (which we’ll start discussing tomorrow, starting with Module 4) – people predict the value they’re gonna get based on what they’ve already got from you.Here are some hook ideas:•         “Do you want to get fit without giving up on the foods you enjoy?”
•         “Do you want a complete self-transformation in 2 months while also having variety & taste in your diet?”
•         “Get your first six-pack in 2 months without making air your primary source of food”Add in your offer as many ways to deliver what you promise as possible.You can get as creative as you like. Try to write a hook that’s under 30 words (or 200 characters).If you need language (meaning you don’t know what words to pick), look at other creators. Emulate their hooks to fit your business.Steal like an artist. Get inspiration, not a lazy copy-paste.b. ii) Specify what you’re fishing forIf you fish for fish, you will get fish. If you fish for anything, you will get nothing.Fish get attracted to your rod based on how good your bait is. In this case, the bait is your hook. If your hook is good, your business gets clients.When you go fishing, you get a specific type of bait – the one having the highest chance of attracting the fish you want.The same goes for your hook.When you create your offer, you have to get the specific hook – the one having the highest chance of attracting the (ideal) clients you want.Use The Hook Checklist to help you create a specific title for your offer:•         Clients understand the outcome
•         Clients sense and palpate the outcome (and understand when they’re gonna have their dreams become reality)
•         Clients can easily track their progress to make sure they unlock the outcome
•         Clients understand what’s your unique mechanism of getting the outcome
•         Ideal clients feel like your offer is made for themYou won’t get the best hook the first time you do it. Nobody does.This is why A/B Testing and analytics exist.Write your post. Slap a great hook. Force platforms to pump your content on countless screens.

Step 3) Run paid ads to reach out to even more people

Paid ads are the most underrated way to get traffic to your business.You still need to create authority and authenticity in your brand through free content and products. But if no one gets to see them, they become worthless.Free products don’t get eyes on your offer. They process the eyes you get on your offer.Business is a pay-to-win game.People that have the money can do whatever they want. They rule business.(Of course, you need 100s of skills and years of experience – you don’t just get the money.)How to write an ad description that makes people feel obligated to click your linkAny business sells because of the words they use.People don’t see your service before they buy. They only read your copy and make an assumption of the value they’re gonna get (copy is the term used for the text displayed on your website, description, bio, visuals, etc.).If your words are well selected, cash surges.There are 2 types of paid ads you can run:•         Visual + description: A design (including some copy) capturing the attention of whoever sees the ad with a description to persuade them into taking an action you want them to take (e.g.: clicking a link sending them to your landing page)
•         Video + description: A video (most commonly a talking head video) capturing attention and presenting some problems, solutions and benefits to solving the problems, with an ad description going into detail about what your service is about and persuading viewers into taking an action you want them to takeSince I’m a ghostwriter, I’m only gonna cover the ad description (even though you technically also need a script for the video and copy for your design).I love to write alongside my best friend, AIDA.AIDA is a framework I use to write anything:•         Articles
•         Descriptions
•         Tweets
•         Threads
•         Video scripts
•         Etc.Here’s how to use AIDA (Attention Interest Desire Action) to write ad descriptions:•         Attention: Start with 2-3 paragraphs introducing readers to a problem or a dream outcome
•         Interest: Showcase 3-5 benefits of unlocking the dream outcome (or 3-5 future problems of ignoring an issue now) in 1-2 paragraphs and a list
•         Desire: Write 3-5 unique perks about your product or service (e.g.: 200+ exercise tutorials, 15+ hours of content, 500+ members in your community, a custom playbook, 12 weeks of 24/7 support, etc.)
•         Action: Include a transition paragraph and link your landing page (or any page you want to drive traffic to)Grab people’s attention with content. Send your audience free value with your lead magnet (which we’ll create on Modules 4-6). Position your Peak Offer as a no-brainer next step.

Module 4) The Brand Mastery Method

Dear Coach,The most valuable asset is your brand.If your reputation is solid, you stay in business. If you break it, you are out of the game.People like to work with those who impact their lives. You can only have an impact on people you trust. You trust people based on the value you receive from them.Yesterday, we covered how to drag eyeballs on your business.Today we’re diving into holding and rewarding attention.The easiest way to do this is to feed people’s minds for free.This is how to create a discrepancy between what they give (their time) and what they get in return (huge value).This is how you set yourself apart.

How free stuff impacts your business (for good).

Free stuff doesn’t always mean $0 price.Free stuff can also be a product or service that costs less than $20 and gets you $1000 in return.You have to think of yourself as a business. Because you are a business (even if you don’t label yourself as one).People love spending money on cheap things. They make a low-risk investment and don’t expect too much in return. They expect something, but not as good as a $100 product (or more).There are 2 ways to give “free” stuff away in public:•         You can create a product that’s actually free ($0). You only ask them for their best email to build your subscribers list (which we’ll cover why it is important later in this letter).
•         You can pack an offer at 5-10% of the price of your core offer. If your main fitness services cost $500, you can create a product (like a fitness program, or other lead magnets we’re gonna cover in Module 5 tomorrow) that solves a narrower problem (e.g.: best exercises for each body part + video tutorials and guidelines).Putting together such an offer is called creating a lead magnet. A “lead” is a person you can contact (in this example, via email) and a “magnet” refers to attraction.A lead magnet attracts people you can contact to pitch your product or service.(And the core offer, or Peak Offer, is the product or service bundle that makes you the most profit – it isn’t necessarily the most expensive offer.)

Free stuff gets you more money than paid stuff

If your lead magnet gives actionable steps, advice, stories or highlights common mistakes, misconceptions and myths on any fitness topic, give it away for free.The only thing you ask in return is their email and a testimonial.You ask for testimonials by writing an email and sending it to them a week after they plug their email into your list.If you outline a workout plan for 8-12 weeks (which is the most common period) and you include tutorials, guidelines and everything else they need, you can both charge money and ask for their email.Don’t pour your soul into this.Think of this challenge you put together as an MVP (Minimum Viable Product).If your client had the best mindset, best nutrition and best recovery habits, what is the minimum resource they need to build muscle in the gym? (Or any other dream outcome.)This works like a trial for your more expensive fitness services (called a high-ticket offer).In Module 6, we’re gonna build a free lead magnet from scratch and show you how to upsell subscribers to your Peak Offer.(You can get creative with this – think of what your target audience wants, can you deliver visible results in 4 weeks without your direct guidance? Can you create a 16-week program, sell it at $30-$50 and upsell your Peak Offer during this time?)

Benefit 1) You educate your ideal customers on why they would want your offer

The human brain loves repetition. Psychology agrees with this. Arts do. Sports do, too.It loves doing, talking and listening to things that bring pleasure on the plate. It loves feeling good on repeat.If you repeat the same thing to people, you are not uninspired. You are a psychology engineer and understand how individuals learn things.Learning is not acquiring new information. It is the process of changing behavior. People don’t learn anything on their first try. They only become aware of new information and new potential for growth.Usually, you educate prospects during sales calls (in a phase called “qualification”). But humans don’t learn the first time. If you don’t learn something, you can’t understand it.To sell someone, you must make the prospect (the person you are on a call with) understand what he’s getting. If they don’t get it, you don’t get it, too (the sale).If you were to make use of a lead magnet and teach them what exactly your product or service helps with, in plain terms, you would certainly increase sales (and any other metrics).For example, if a young entrepreneur understands that it is possible (and feasible) to get fit working out only 3 hours/week and you also tell them what they have to do in a free product, you make it easier for them to understand why they should work with you.He will understand that it’s simply easier to work with someone that:•         Has done this before
•         Has years of experience and gained knowledge
•         Places him on the best path from the start while not having to invest time into actively learning himselfAnd for entrepreneurs – $500/month to help them make $5-10k/month more (because they will have more energy, focus and creative potency) is not a big deal. It is a better offer for them than a cheaper one.This is because not everyone can afford that price monthly. You become picky about who you’re working with, by definition. And that only makes you more valuable in the eyes of your loyal clients.They will trust you more.And this will only reward you, in time.

Benefit 2) People pay the price now because they think they’ll get value later

Coach, you are selling words, not services.Words generate a promise that must be delivered through service. People buy the promise. They expect you to follow through on it when they agree to make the purchase. And they look forward to getting the best results.This is what most fitness coaches get wrong.They believe sales are manipulations. They believe they have to exaggerate how good their offer is when they need to just choose better words.Sales are not scams. Sales are the way to help someone make the right decision.|  Popular sales quote: “Sell the vacation, not the flight”Imagine you are looking for a place to spend your holidays. If money wasn’t a problem for you, where would you go?•         To a 5-star hotel, sunny beach, algae-free, crystal-clear sea, in a country that leaves you day-dreaming
•         To a 5-star hotel, in the middle of the mountains, shockingly beautiful landscapes, in a country that doesn’t allow people of your nation to enter (which you don’t know, because they don’t promote this in their marketing)Depending on which one markets the vacation better, you could choose any of them. If you choose the first and everything goes well (or better than expected), you won’t call that a scam. You’ve got the value you thought you’re gonna get.If you go to the second destination and won’t be able to pass their border toll, you got scammed. You made your purchase because of what they promised (through words), but you didn’t receive the value you were expecting to get later.This is bad.This shows you that words are not the problem. But supplying the service is.Use the best words to describe your Peak Offer. Don’t make it sound too good to be true (don’t use hooks like Burn 10kg in 7 days using My Incredible Method – because this will never happen, and if it happens it isn’t sustainable and clients will end up gaining everything back, and more – which makes you a fraud).Deliver your promises through high-quality products or services. Make your clients happy and grateful to work with you.Words sell. Products and services retain.

Benefit 3) Creating good free stuff forces you to become great at offering paid stuff

The market rewards those who are exceptional.If you are a golden nugget shining between dusty stones, you will get picked up. You are too bright to be ignored.If you can put together a free product that delivers more value than most coaches’ core offers, you can’t help but drag new clients in.Because if they get value from your free products, you position your Peak Offer and clearly state what role it plays in their journey, they are more likely to buy.Think of skincare products. Most influencers that market these products explain what they do, the science behind their ingredients, picture how you’re gonna look and plug their skincare products as the solution to the problems they’ve talked about (e.g.: acne, dark spots, etc.).Your Peak Offer doesn’t have to be exponentially better than your free product. You only have to include the missing piece to help them implement everything they’ve learned from you.The easiest way to do this is to use the 3C’s Framework from Module 2.

These 5 most revenue-potent perks are gonna impact your business and ideal clients.

People get convinced to take action through words. Following through on your words builds trust. Trust farms you money.We’re gonna cover 5 brand attributes that will make you the best fit for your ideal customers (without discounts and any other method of persuasion that lowers the perceived value of your offer.)

1) Brand authority

If you start posting content and sharing a lead magnet with the world (or working with someone to do these things), your brand will grow, with time.Brand authority means people are more inclined to trust you over someone else just because it’s you.There are 3 levers you can trigger to expand your authority:•         Showing your expertise, broad knowledge and deep insights through short, medium and long-form posts (experience)
•         Share client success stories to support your arguments and views on different topics (social proof)
•         Building your social media profiles to get more followers and engagement (social proof)Brand authority is experience combined with social proof. If you know your stuff and others agree (individuals similar to your ideal customers), your brand authority grows.•         You will close deals easier
•         You will attract better clients (who are more likely to follow all of your advice and guidelines)
•         New opportunities will open to you (selling new products, signing sponsorships, collaborating with other creators, creating new valuable connections with people, etc.)

Benefit 4) People will absorb your brand into their minds

Humans love learning about their interests.Your ideal customer is interested in getting in shape. If they can learn from you online how to do it, they will associate the good feeling of learning with you.This is what you strive for.Make people obsessed with consuming your content for free and help them piece together everything for money.

Benefit 5) You can price even higher

Once subscribers perceive value from your lead magnet, they are primed to be closed. They will have fewer objections and you’ll be able to charge your worth.Remember, coach, you don’t charge them just to create a workout and a meal plan. Your offer also includes:•         Your years of experience working with clients, tackling different goals and stereotypes
•         Your broad knowledge of fitness, mindset and general health
•         Your skills of training in the gym and knowing to execute 100s of exercises properly
•         Your creative recipes to get in shape while enjoying food, eating out and having a social life
•         Your support and check-ins to hold your client on the right path
•         The 3C’s you’ve built from scratch for your trainees
•         Your charisma, tone and plain words used to guide your clients throughout their journeyThese are only a few examples. I could go on, but you get the point.Do not be afraid to charge higher than you think you should, I assure you there are ideal customers out there who can afford $500/month for such good service.Hop on many sales calls and find out patterns between those who buy and those who don’t.

Benefit 6) You create a discrepancy unheard of between you and other coaches

Most coaches are afraid of charging high-end prices.They are afraid people will never accept their deal.They prefer the more comfortable option:•         Work with (almost) everyone that submits their 20+ question endless form
•         Figure out generic goals and have calls every day with their trainees
•         Charge $30-$100/month to keep their clients and pay their bills
•         Never realize they could charge more if they would tweak their offer, have a lead magnet and a better way to deliver their service (as we’ve discussed in this email course so far)If you don’t work with anyone, you are already seen as having high expertise. By default.You appear picky about who you decide to work with. This increases your worth and the value clients perceive of you.This alone allows you to charge more and have trainees happy to pay you.

2) Engagement

Engagement is any interaction a regular social media user has with your brand.For example:•         If they like your post
•         If they leave a comment
•         If they share it with their friends
•         If they save your post for later
•         If they follow your account
•         If they send you a DMThese are all methods of engagement. All of these are good to have and measure, but you must prioritize a single one when you run a marketing campaign (which we’ll cover in Module 6).In short, the more people engage with your content, in multiple ways, the better. Use engagement to check what ideas resonated best with your audience.Then double down on these ideas.Write new posts. Re-tweet old posts. Create new threads and blog articles. Build new free products and stack your core offer.

Benefit 7) People are more likely to buy things they already love

Another prompt on money not being a problem:If you were to buy a car, which one would you choose?•         One that you’ve seen on a paid ad that is luxurious and has multiple top-tier features
•         One that you’ve always dreamt of and you think is the most beautiful car everI think the answer is obvious. The second one.The reason I insert these unlimited money questions is because $500/month shouldn’t be a burden for those you work with.They should work with you because you’ve already walked them through flow states, ups and downs and deep knowledge with your free content and lead magnet and want to learn more from you (and get in closer touch with you).For these people, it’s their time to join your crew. Deliver a service so good they will never regret paying you.You WILL be appreciated, coach. You WANT to be appreciated. You NEED to pe appreciated.If they already loved your brand and you implement the 3C’s, you’ve won.

Benefit 8) Engagement is connection. The more they connect with you, the more they trust your brand

Connection builds trust. Trust is value.If they trust you, they’ve received value from you. Which makes them more likely to buy.You won’t buy a pair of shoes from a dealer you don’t trust. But you will probably buy it from a store you’ve been to before and had a flawless experience.Build a flawless experience for your clients using free content and lead magnets. Then, most of them will come back.They will put their trust in you to get them to their dreams and pay you without much friction.

Benefit 9) World of mouth

This is an intentional typo.World of mouth means the world promotes your business for you, for free, through word of mouth.Your products and services get known by word of mouth if clients experience these things:•         They perceive tons more value (fun, deep insights, flow states, metaphors, enjoyable workouts, tasty diet, etc.) than they expected to get
•         They get hinted at sharing their experience with others
•         They find your free products better than the digital products of other fitness coaches they worked with beforeLead magnets are your business’ soul. Your paid offer might fluctuate over time, but if your soul dies – it’s all over.

3) Credibility

If you have the experience, you have the credibility.If you’ve never posted on social media (or you’ve never coached people before), you don’t have credibility. And that’s okay.You can leverage the credibility of others:•         Create a post with an insight from a credible source
•         Add your arguments and reasoning on your idea and cite your sources to attract even more credibility (for example, a popular fitness coach)
•         The coach might also engage with your content and like, comment or share it on their account – meaning you can receive bonus followers from their big audience
•         The coach will remember you, especially if your ideas were good and you may work with them in the future.As a fitness trainer, you must be in a continuous cycle of learning. Your goal is to deliver better services over time. If you don’t learn new skills, you will stagnate and eventually regress.|  “Stagnation is a myth. You either progress or regress.” ~ Alex Hormozi

Benefit 10) You position yourself as an expert in the field

Isn’t it cool to be an expert? I’m talking about personal fulfillment here.People put their trust in experts. They take their words as they are. They believe what experts they follow say is 100% true.•         Make people aware of a problem through free content
•         Give them actionable solutions in a lead magnet
•         Position your service as a fast-track of their journey with a high success rateExperts are the limited edition of fitness coaches.Remember that the Law of Supply and Demand says that if demand for a high-quality service is high and supply is low, prices skyrocket.Supply and Demand is human nature. If you are an expert, you are expensive by definition. This is not a bad thing.This is the way to charge premium prices and have a fairly perceived deal.Not everyone will afford to work with you. But you’ll never run out of prospects.If you are not convinced yet of the power of experts, here are even more benefits:•         You are credible (lack of credibility was the bane of my existence for a long time)
•         Clients reach out to you
•         Many people would like to work with you
•         You can have more people paying your premium prices
•         You can create new products, services and masterminds by collaborating with other online coaches (not necessarily fitness coaches, they could be life coaches, financial coaches, relationship coaches, etc.)
•         You can attend to speak live in front of 100s of people on events (arranged by you or other organizations)

4) Secured list of clients

Social media is the medium for grabbing attention. Lead magnets are tools to hold attention. Paid products and services are methods to reward attention.This is an insight I came up with, inspired from a popular marketing framework called “Hook Retain Reward”, but at scale.The “Hook Retain Reward” principle is thought mainly for a single piece of content (post, thread, article, reel, etc.)•         Hook people with an attention-grabbing sequence using specific numbers, pattern interrupts like jokes or unexpected statements, negativity bias, group callouts, and more
•         Retain their attention by delivering value through actionable steps, clear definitions, engaging stories and personal experiences
•         Reward their time by ending your post with something they can chew on (a big idea)When you use this method to get clients, it looks something like this:•         Hook people with easy-to-digest content, packed with valuable education, inspiration and entertainment
•         Retain their attention by funneling them to your lead magnet landing page where you politely ask for their email in exchange for a free digital product
•         Reward their attention by hopping on a sales call and painting a great future for them if they opt-in for your premium serviceIn content, if they stay longer than the hook, they are very likely to go through the entire post (or reel/ any short-form video). They have made a subconscious commitment to finish it because the hook opened a curiosity loop in their mind.Curiosity loops deem new information to be closed. They will dig down a rabbit hole to close it and feel good about themselves by learning something new.At scale, if they committed to read most of your free content, they will have the curiosity to click your link to find out what else can they get from you. Since they have a basic understanding of the topic your lead magnet covers, they will be easier to persuade into plugging their email.Then, subscribers are retained with value. If the lead magnets and emails you send are good, they stay in your email list. If not, they turn away.After 1-2 weeks, send them an email to book a call with them for pitching your premium fitness service.But don’t get straight into selling.•         Reward the attention they gave to you by asking them what they struggle with
•         Create a custom free product for them
•         Add as a side note that you also run a premium community with ambitious people that want to get in good shape and get knowledgeable about fitness
•         Send them the custom product and re-pitch your service with a retainer (monthly payments)You won’t close everyone.This is not because of your high prices.This is because 100% conversion rate is not a thing. No one can close 100% of the people they hop on calls with.

Benefit 11) You will make money forever

Once you close the deal, make people never get enough of your knowledge.•         Deliver so much value they don’t believe this was even possible to do
•         Structure everything into systems that can function on auto-pilot for your clients
•         Energize your Curriculum, Community and Coaching calls to make people look forward to each interaction with your service (and fitness in general)
•         Capture trainees’ results and praise them for their hard effortsIf you do these, they will stay in your tribe for long.And even if they turn away, you will have proof that your methods work.•         You will have proof that you are a great coach
•         You will have proof you have a great brand
•         You will have proof people love your stuff
•         Others will have proof you are the person to work with to achieve their dreams.It all starts with such a small thing: the email list. Isn’t it so beautiful?

Module 5) Choosing the best lead magnet structure

Dear Coach,A lead magnet is to your prospects like an oven is to bread.You have to bake the bread before you can eat it. If you don’t use the right settings for the oven and not give it enough time, the bread will not be edible.Same for your business.You have to prepare your customers before you can work with them. If you don’t put out the right lead magnet (with the right settings!) and not give it enough time, people will not be ready to enroll in your service.This is what we’ve covered yesterday.Today we’re gonna choose the best way of capturing emails for your business and bonus insights about my favorite type of lead magnet.If you don’t know what your lead magnet should be, this read is for you.

Here are 5 lead magnets other coaches built

I’ve tried all of them.These are not the only 5 lead magnet structures that exist. But for online fitness coaches, these are the most suitable options.Study the basic guidelines below for each way of building an email list. Compare the advantages and disadvantages of each (and if you need help, I’ve got you covered in the next section of today).Or you can just listen to me and use directly what works the best.

1) Discount offer

This is a pop-up alert where a headline is screaming “-20% OFF YOUR FIRST PURCHASE, JUST SUBMIT YOUR EMAIL BELOW!” on a generic gym environment background (if any).This is the worst type of lead magnet.•         You smell like sales from a mile away
•         It is not your pop-up screaming, it is the moaning of your business which is slowly fading away
•         You decrease the perceived value of your core offer (because people will believe the full price is overpriced)
•         Opt-in rates are usually single digits at best (less than 10% – the next lead magnets are far better than this)This might sound counter-intuitive. Don’t people want to spend less money to get something?No.If they want something, they’ll buy it. There is no way a car can cost $50.000 to get built, yet most people have no problem drowning in liabilities to buy it.If they don’t want a product or service at its full price, they also won’t want it at sale. Because you will lose trust in your true full price.Discounts can be used further down the sales cycle (when the individual is familiarized with your brand) – still, most coaches sound like they will end up on the streets tomorrow if they don’t get paid.Have you ever seen a big company begging you to send them your email? Not in this world.People owe you nothing (yet).

2) Free Workout plan

I haven’t met anyone before who got fit from a free workout plan.It’s a better option than offering a discount to a stranger on your website during their first 5 seconds there.Free workout plans don’t come with training tutorials and lifting cues. Which is why some people subscribe but don’t open your emails.They are not ready to jump on a workout plan yet. They are still doing research and learning about their new interest (which we’ve covered in previous Modules).Free training samples usually smell like sales. But not as bad as discount offers.Pricing a workout plan has a psychological nuance. If they pay money, they will feel guilty if they don’t put in the effort. It is a conscious investment.But for something free, they won’t feel bad for eating chips and drinking soda.This lead magnet has better average opt-in rate, surpassing two digits, but not by much.

3) Fitness Challenge

Fitness Challenges are great.I haven’t seen many free challenges. You could have an opportunity here.You must be careful about how you position your service as a natural next step in their journey. If you give everything they need for free, what would be the reason to give you money?Use free Fitness Challenges as a way to prime people on enrolling in a fitness journey.•         They won’t believe you give these things away for free
•         They will praise you
•         They will trust you and be willing to get funneled down in the futureRecord high-quality video + audio tutorials. Create fun workouts, easy to execute even at home and clearly outline sets + rest period schemes.

4) Newsletter

If you want to be an expert, start a newsletter.•         Good opt-in rates and email reads
•         Show what you truly know in long-form articles
•         Share complex topics in a simple manner, packed with lists, novel perspectives (e.g.: A plant needs time to grow and shine in the bright sun, but so does your physique) and actionable advice
•         It’s easy to repurpose a newsletter into multiple short-form content pieces and threads, covering an entire week of posting online
•         Allows you to educate people on why they would want your offer and unlock most of the benefits we’ve talked about on Module 4Don't send only sales newsletters. Please.Give people a reason to subscribe. Don't just use a pop-up and try to hook them into your email list with a “Subscribe to the newsletter”.If done right, the newsletter is a sales machine. If not, the newsletter is a churn machine.The most popular creators have newsletters as their weekly ritual.This is the core of their content and sales.

5) Educational Email Course (EEC)

This is a new opportunity.“Educational” means you will educate people for free on a small topic to qualify them for your premium service.“Email” means the education is delivered to their email inbox. Email subscribers will start getting a sequence of pre-written emails once they submit their emails.“Course” is the structure of your education. Instead of them searching through your blog or newsletter for information, they get the answer to their questions in their email with the press of a button.This is similar to running an actual paid course, but without any additional websites, design and coding. And you offer it to people for free.People love the free value and free education on their interests.

5 reasons Educational Email Courses are the go-to when choosing a lead magnet

We’ve covered on Module 4 why lead magnets matter.Fitness Challenges are the best way to provide free value because people can see their first results for free, like a trial to your service.
Newsletter and Educational Email Courses (EECs) are the best lead magnets to monetize an online business.•         Both highlight your broad expertise
•         Both can be used to persuade people into buying your Peak Offer
•         Both educate people on why they would need your product or serviceIf people decide to enter their email, you might as well have something to give them as soon as they join your list.Don’t let them wait for the next letter.Instant gratification.There are 5 main perks of an EEC other lead magnets simply can’t mimic.

Perk 1) The framing alone (“Educational Email Course”) makes it the most valuable lead magnet

Let’s picture this.People download your e-book. They read the first pages. Maybe some of them go through the entire thing. What happens then?If we look at most coaches’ strategies – nothing.Subscribers get your e-book and you get nothing in return. You are not leveraging your email list. Because, in the first place, you are not even using your email list. You have no emails to send. You have no way to thicken the trust link between you and your potential clients.Just because you work with consumers (B2C) doesn’t mean you should do things differently from other online businesses. You just have to do it in a subtle way.•         You must be trusted before pitching
•         You must educate your readers on what you’re about to pitch (so they understand what they’re gonna get)
•         You must have people open your emails and absorb the value that’s poured in there
•         You must help people to sell themselves on the value they expect to get later
•         You must have a great free product to charge big money on an exceptional Peak OfferYour free product is great if people perceive tons more value than they expected. This is how this new model is thought out.EECs are not generic blog posts written with ChatGPT to fill the page.Educational Email Courses are thought for readers to actually get away with your knowledge (which is good).“Course” is the magic word. This is why EECs are the most valuable lead magnet emerging in a growing number of online businesses.
Calling your email sequence a Course is what will make people take them more seriously, be more invested and extract more gold out of it.•         More accounts will open your emails (which is easy to track on EECs using no-code software)
•         More accounts will actually open your sales emails (which for EECs, again, is easy to track and make improvements using no-code software)
•         More accounts will be happy to add themselves on your list because they figure it’s a great opportunity to take a course for free
•         Receiving daily emails with the course curriculum is much more comfortable than having to overwhelm themselves by reading through the entire thing once at a timeEducational Email Courses are planned to give subscribers enough value to spark floods of dopamine, but not so much that they procrastinate, get overwhelmed and never open anything from you again.Big benefit: EECs collect multiple long-form posts and pack them together into a sequence that makes sense for the reader. You remove the time they would spend searching through your newsletter to find answers to their questions. With great writing, you’ll be able to cover adjacent problems, too.Which other lead magnets like newsletters or free workout plans can’t do.

Perk 2) You are educating your readers on why your offer could be a great fit for them

Educational Email Courses are powerful because you can create persuasive arguments in favor of your training & diet methods and label them as a “course”.•         This implies your education is correct and backed by science and anecdotal evidence
•         This positions you as an expert in fitness and people understand you know what you’re doing – since you were able to create an entire course about a single topic
•         This creates a desire for people to use your solution to improve their lifeAs they read through your emails, they will slowly understand why they would want your thing in their life.|  “If you’re people first, you get the money. If you’re money first, you don’t get anything.” ~ Alex HormoziDon’t be desperate to sell. Be desperate to make people figure out why your offer is a fucking gem.Those for which it clicks, they will sell themselves. They are the clients you want to work with.

Perk 3) You are creating a deep connection with your readers & customers

You can literally call out your reader by his name… over multiple interactions which he agreed to have with you.Name another lead magnet that can do this and I’ll send you $100. No question.People signed up for your email course – they agreed to receive several emails from you. They will read your emails.They are looking to unwrapping your letter.The more emails they read:•         The more they understand your depth of knowledge
•         The more interest they build into your business
•         The more interactions they have with you
•         The more primed they are to buy your Peak OfferThese benefits are hard to come by with other lead magnets.An e-book is a single download.•         A single interaction
•         Less value perceived (because there is much information and they get bored reading through a big free product – because they don’t expect much from a free product)
•         No challenge arose (since EECs get sent several days or weeks in a row, they create a desire for the reader to not fall behind)A newsletter is a single interaction.•         People don’t expect to solve any problems with your newsletter (only in rare cases) – which decreases their value (if these are the only educational emails you send)
•         You need literal months to get the same email reads you’d get from a 5-day educational email course
•         Most people don’t read through your entire newsletter (and it’s hard to gauge levels of interest)
•         It’s hard to track a newsletter’s performance because of limited metrics and ways to collect analyticsThis is why the best creators in the game offer their newsletter on their website, too.They use newsletters as a display of skill.Not for stacking emails that ghost them.

Perk 4) Educational Email Courses have the highest lead magnet opt-in rate

The worst result I’ve had with an EEC is a 30% opt-in rate. The worst result.On average, EECs have a 50-70% opt-in rate. Fitness coaches have a huge leverage power on these.This fact doesn’t need metrics to be proven.It’s an element of novelty. Who expects to get a whole course delivered into their inbox, for free?There are many problems, misconceptions, myths, mistakes and stories to tell others. The opportunities are unlimited. You can target literally any problem and have people wanting to find out how to solve it (especially when you display your expertise online and in your marketing).Just think about how many topics there are related to burning fat…People love to get walked through a solution to one of their problems. And they love it even more when it’s free.

Perk 5) Educational Email Courses allow for detailed analytics that you simply can’t track with other lead magnets

Analytics are how you do marketing.Marketing is a necessity for you because you must tell as many people as possible that you exist to then convert a select few of them into your trainees.You need to track everything.In fitness, you track:•         Your workouts
•         Your food & water
•         Your sleepIn marketing, you track:•         Your impressions
•         Your conversion rate
•         Your email readsYou don’t do fitness based on intuition. You have numbers in mind. Then, you improve numbers by applying knowledge.Marketing is how you improve your business’ health.If that clicked for you, it’s time to get ahead of coaches that didn’t consider these strategies yet.

Module 6) The Educational Email Course Playbook

Dear Coach,The big day.Today we’re writing your first EEC from a blank page to an entire course.You probably know from yesterday how powerful EECs (Educational Email Courses) are.I’m not gonna lie to you.It’s hard to write it. Probably harder than an e-book or free workout plan.But this is another reason why they are valuable.|  “The greater the reward, the greater the hardship” ~ Alex HormoziToday you’re getting the basics of creating an EEC, so that you can write one yourself even if you’ve never written one before (or even if you don’t like to write).

Creating an eye-catching header people can’t help but read and engage

The. most. important. part. of. an. EEC. is. the. Header.People buy words, remember?Most of the time, people get their attention hooked to your product thanks to the header.When they decide to read past the header, you start explaining the header and writing what’s in it for them.Your header is the first impression of people about your business.First impressions are important. So headers are.

What is a header?

Technically, a header is the first thing people see when they land on your website (or on one of your pages).A header has 3 components:•         Headline (the hook)
•         Product summary
•         ButtonYou want to think of these as specific ideals.Think of the best headlines for your target audience, then create the product around it.A headline is good if it answers these questions:•         What is your product? (A guide, a playbook, a highlight of the biggest mistakes, etc.)
•         Who is it for? (Label your ideal audience, e.g.: young entrepreneurs ‐ ambitious creators)
•         Why they should care? (Your promise, e.g.: You’ll burn fat if you avoid these 5 common mistakes; the promise is fat loss)Next, the product summary is the extension of your headline. Expand on the what, the who and the promise.If your product is a guide: “Step-by-step guide documented from 50+ world-class fitness bodybuilders, coaches & creators through the lens of a (insert ideal audience) to (insert dream goal: lose 20 pounds, get stronger than 95% of people, etc.)”Write 30-50 specific words for the product summary. The more specific you are, the more people will understand what they will get (and get sold by your words) and the more people will opt in by your side.Lastly, don’t overthink the button. Here’s what to write on it:•         An action verb (start, click, get, enter, enroll, etc.)
•         A guarantee (free, 1-click, 100% money-back, tax-free, 15-minute etc.)
•         A filler word (which describes what your product is: a guide, a workout program, a call, etc.)Use a background color that’s in contrast to your text color.And you’ve got yourself the button.Buttons are the way to close deals and make money. Just like doors are the way to enter houses and have a good time with someone.Now, you have to figure out what to write in your header.

Step 1) Choose a narrow problem to solve with your Educational Email Course

People don’t want to know everything from the beginning.Dan Koe, the godfather of personal branding, has a great metaphor for this. He calls it “reality metabolism”.|  “You feel overwhelmed because you can’t digest reality fast enough.” ~ Dan KoeInformation overload exists. If you expose yourself to a flood of uncontrolled education, you will get overwhelmed. You will feel insecure, anxious and lost.Imagine how your readers may feel. Don’t lead your audience to associate yourself with bad feelings. They will never buy something that makes them feel bad.Marketing is very similar to fitness. There are many great analogies I can think of.One of them has to do with how you train people.In fitness, you don’t (or shouldn’t) give your clients the most rigid plan from the start. They won’t hold themselves accountable for long. According to Dan Koe, they will run into mental obesity.Obese people have less energy. More likely to procrastinate and give up. But obesity isn’t only physical.The more dangerous obesity is the one we cannot see.In marketing, you don’t (or shouldn’t) expose your readers to everything they need to know, because they will rigidize their thinking.They will spark tons of new doubts instead of sparking tons of new creative ideas.Nobody loves doubt. Don’t make it part of your business.Instead, walk them through a solution that solves a small problem. Here are some examples of such problems:•         “How can I still go to the gym when I really don’t feel like it?”
•         “Is there any way to make my workouts less boring?”
•         “How can I trick my brain into loving eating healthy food?”
•         “How can I stay consistent with the gym?”
•         “I want to get fit, but really don’t want to be eating chicken and rice every day. Are there any healthy recipes I can eat and get lean at the same time?”Etc.Think of the most common concerns you hear among your clients. Create an elaborate solution and credible arguments. Pack them into an Educational Email Course. Make it available to the world.Get invaded by people having no more patience to delay working with you.

Step 2) Write your Educational Email Course Hook

You could land on Jupiter.But if no eyeballs watched it, nobody cares. Nobody else knows it. And nobody wants to see you there.Words sell.But since starving artists paint the most unbelievable masterpieces ever and they would sell their souls for a loaf of bread – we learn that we must obligate people to see our stuff.Hook them straight into their eyes.•         They will face a carousel of feelings
•         They will feel the great future you promise them
•         They will see your words and read themYou can think of any crazy way to grab their attention. Just don’t be weird.Use what we’ve covered about headers. Here is more language if you need help:•         “These 5 Silly Exercises You Are Doing In The Gym Are Causing You To Workout For Twice As Long Without ANY Better Results”
•         “Here’s Why You Don’t Need Cardio To Lose Fat”
•         “If You Fix These 5 Beginner Flaws In Your Fitness Routine, You Will Lose 10 Pounds In A Month With Ease And Never Be Embarrassed With Your Belly Ever Again”It’s hard to move a snowball. But once it starts rolling, good luck stopping it.

Step 3) Write your Educational Email Course Summary

Tell readers what they’re about to get.“Find out the 5 things the internet couldn’t be more mistaken about losing fat, in this 5-day course. Delete these flaws from your brain if you don’t want to feel uncomfortable in your own skin anymore. Worked with 100+ trainees and studied alongside 20+ fitness scientists.”•         Start with a verb (find, get, discover, etc.)
•         Introduce a problem (the internet is mistaken)
•         Insert the topic (losing fat)
•         Agitate the problem (feeling uncomfortable in your own skin)
•         Stick your experience in a short phrase for credibility.Ideal summary, ideal product.

Step 4) Design a mockup for your Educational Email Course

The hook is not just writing.Writing holds their attention and creates awareness, piques their interest and ignites desire for your EEC.But you need to grab something first before you can hold it.This is where the mockup comes into play.You need Photoshop (which is paid) for this because it allows you to edit mockups online and customize them for your EEC.There are also mockups on Canva (which is free), but there are fewer available.If you have Photoshop, search for graphicburger.com and look for free book mockups there.You only need 1 mockup. If you can’t find any, there is also freepik.com, but you need to pay for most good mockups.You also need to credit the author if you don’t buy a license.Search for book mockups and add your graphic on the book cover.Grab attention with design. Hold it with writing. Reward attention with a product that solves their problem.

Let’s create the actual Educational Email Course

I want you to know this.Writing is hard to do with zero experience, just like how fitness is if you have never trained before.If you’re not interested in the writing part itself, you can outsource it to a writer as an external service.But I’ll do my best to cover the basics of what you need to know to write an EEC yourself. With this brief knowledge, you will be able to write an EEC, but I can’t guarantee how good it will be.ChatGPT is definitely a solution.But ChatGPT does not write. It only generates things for you, the writer, to expand on and create a web of novel ideas, perspectives and frameworks.You can write an Educational Email Course solely with AI.•         But it won’t be good at delivering your promises (value)
•         Phrases will be long, lacking rhythm and the desired tone
•         People (especially the youth) will sense the AI prose almost instantly (they will feel your writing is generic and you won’t grab, hold and reward their attention)If you have muscles to flex, it’s time to have a mind to flex, too.

Step 1) Outline your Educational Email Course

You can’t go through tomorrow if you don’t survive today.If you don’t know what you’re doing today, you won’t know what you’ll be doing the next days.This is not about writing only. This is about every goal worth achieving.Most EECs I write are 5 days long.They could be of any length. As long as you have a high percentage of people that go through the entire thing, you’re good.Subscribers get 1 email every day for as long as the course lasts. Before I write any of the emails, I make it clear what I want to cover on that day.Just like an artist creates a sketch for his painting.For example, the outline for Day 2 (the 3C’s Framework) was this:Subject line: Module 2) The 3C’s Framework to create your Peak Offer (that literally no one talks about)Subtext: If you want clients to throw money at you, use this easy-to-setup system.Day 2 outline:•         The 3C’s Framework for outlining your Peak Offer
•                           1) Curriculum
•                           2) Community
•                           3) Coaching•         Here’s why the 3C’s Framework is powerful
•                           Reason 1) It frees up most of your time
•                           Reason 2) It becomes much easier to keep clients on track
•                           Reason 3) You’ll have more fun coaching in the long run•         Full guide on how to implement the 3C’s in your offer
•                           Step 1) Creating your curriculum in Notion
•                           Step 2) Setting up your community in Discord
•                           Step 3) Preparing your weekly coaching calls on Calendly

The subject line

The first thing I write for any email is the hook (the subject line).This is a short title for the email, think of it as the title of an essay. Anywhere between 5-15 words is great. Use these words if you don’t know what to write:•         Steal The (Name) Playbook celebrities use to get in stunning shape
•         Spam curiosity loops: “I can’t do this anymore”, “I’ve been wrong about this for 10 years”, “Chocolate does not get you fat”
•         Blueprint
•         Model
•         System
•         Plan
•         Roadmap
•         [FREE] {Name} this is waiting for you
•         X mistakes people do that stop them from achieving YOnce I get the best hook, I take a walk outside and think about how I could make that subject line not a clickbait while walking.Take a look at how I framed it. Instead of saying “thinking about how to deliver the most value possible”, I said “thinking about how I could make that subject line not a clickbait”.I do this because (for me, at least) fearful motivation is much stronger than the motivation sparked by potential.•         Do you get motivated more by the potential of how many clients you could get in good shape?
•         Or do you get motivated more by the fear you’re gonna end up on the streets if you don’t train people?The first one gives you the direction and the second one lights a burning flame in your eyes to make it impossible to fail.This is how I see writing.I write to articulate my thoughts and spam value for those who handed their attention to me, but if I don’t write well my email is getting the clickbait label.And people will never open the emails I create ever again.Which is a nightmare to me.

The subtext

This is the light gray text next to the bolded subject line.In the subtext, you have to make it clear what your email is about. Don’t go past 30 words here.Simply highlight the problem and draw the solution in under 30 words.There is not much to go over, just make sure to slightly exaggerate it. You want it to grab attention.

The outline

If you have an outline, you know what to write. If you have an outline, you know what to draw. If you have an outline, you know what to train.Most people trash the idea of planning. They label action as being the driver of progress. Which is true, but unrealistic.Just like you can get 22-inch arms by training in the gym. It is true, but (very) unrealistic.Building a plan is an art on its own.Here’s the outline checklist I use daily for both EEC and email planning:•         Does this deliver the promise in the EEC hook?
•         Does my outline make sense (on its own and in relation to the other days I outlined)?
•         Did I cover everything needed to make sure I delivered on my headline?
•         Could I compress the outline and increase the value concentration (the percentage of value per word)?Go through these bullets a couple of times and you’ll have an outline.Build a persuasive argument with each email of your EEC regarding your ideas and beliefs that help people solve the promise in the EEC header.Study persuasive writing frameworks like AIDA, PAS or PASTOR and guide your reader through why, what and how to solve to improve their life.

Step 2) Write your Educational Email Course

The easiest way to put together an email is to follow the AIDA framework:•         Awareness: Start your email by mentioning what you’ve covered yesterday, what you’re talking about today and why the reader should care. Write 3-5 paragraphs to prime him for reading the rest of the email.
•         Interest: Separate the Awareness and Interest sections with a heading (H1). Write the big idea of the email (e.g.: “Creating an eye-catching header people can’t help but read and engage” from today’s email) and jump into expanding your point (just like I did). Open a curiosity loop and create the Desire to close it.
•         Desire: Highlight the benefits of your principles, systems or frameworks and put them in a better perspective in comparison to other methods.
•         Action: Serve your reader with a tasty actionable guide to solving the problem you cover with your email. Put into words what the reader can do today to make progress and see changes (this is where we are in this email right now).I like AIDA as a writing framework because you can just plug and play it. On repeat. Without too much overthinking.For example, this entire email follows the AIDA principles.But in the Awareness stage (which is the intro of today’s letter), I nested another AIDA structure:The big day. – This grabs your attention (Awareness).Today we’re writing your first EEC from a blank page to an entire course. – This sparks your Interest.You probably know from yesterday how powerful EECs (Educational Email Courses) are. – This amplifies your interest because you remember the good feelings you felt yesterday when reading the emailI’m not gonna lie to you. – Opens a curiosity loop (which transitions to Desire)It’s hard to write it. Probably harder than an e-book or free workout plan. – Anchoring in difficulty helps the following benefits stand out more (which is part of the Desire process)But this is another reason why they are valuable. – Showcasing a big benefit (which we’ve covered in Modules 4 and 5, that’s why I didn’t develop further on this point – because I already did it once)|  “The greater the reward, the greater the hardship” ~ Alex Hormozi – Adds credibility to the statement above to help you understand that I tell you the truth and I’m not making things up.Today you’re getting the basics of creating an EEC so that you can write one yourself even if you’ve never written one before (or even if you don’t like to write). – the call to Action.If you want to get into writing, start emulating other creators. Study their tweets, threads and videos and see how they word their posts.Borrow their content and transform it into free mentorship for you.

3 mistakes fitness coaches make when writing Educational Email Courses on their own

Most fitness coaches wreck the importance of words. They focus on getting views, likes and followers while posing shirtless under good lighting.Which is not terrible.But it slows down your business.
Viewers are not potential customers. They are only a pair of eyes that have seen a piece of content of yours. They are not primed to buy from you.The only way to do this is through a lead magnet. Which requires writing.If you want to have a dreadful free product, combine ChatGPT writing with these 3 tips:

Tip 1) Don’t give the entire solution to the problem you talk about

If you want your reader to never trust you and quit your brand, never give the entire solution.You need to make money. Throwing the solution away for free won’t pay your bills.Because if they get too much value from you, they will not buy because they already solved all of their problems.If you write an EEC, don’t give them the solution to fixing flaws. Outline the mistakes in detail and end your email there.Think of a big problem your reader has. Give them only a select few parts of solving it. Then pitch your service and show them how they’re gonna piece the puzzle together.

Tip 2) Use technical language to appear knowledgeable

People only trust experts. Biggest experts in nutrition, physiology and fitness use scientific terms in their writing and speaking.If you want trust, prove your expertise.Readers might feel confused by the sea of complex words. And that’s okay. They can reach out to you in your comments, DMs or email and try to explain it better there.Using a common language shrinks your qualifications.

Tip 3) Write paragraphs using a generic tone

Don’t act creepy.If you want clients to fully perceive your expertise, showcase your academic skills. People beg experts to take their money because they trust them and don’t question what they say.Avoid being personal and don’t use words like “you” too often. Use passive voice in most of your writing so that readers don’t feel attacked or obligated to follow your advice – they will take action because they truly want it.|  “Invert. Always invert.” ~ Albert EinsteinCoach, if you want to write better than 99% of fitness creators, do the opposite of these 3 tips.

Secret Module) The Inverted Thinking Experience Method (ITEM)

Dear Coach,You look very serious about growing your online business.Most coaches don’t even think they need marketing in the first place, so I want you to take a moment and appreciate how far your awareness has extended!On this secret page, I want to share with you an advanced persuasion technique for grabbing, holding, and rewarding your audience’s attention on your marketing channels.

•         It works great for reels, TikToks, and any short-form video because most people are not used to this type of content and they will pay attention to those videos thanks to a psychological principle called pattern interruption, a fancy way of saying “to stand out”•         It’s even better for written content, but this is where you need some experience to pull it off. You have to choose keywords and pain-trigger vocabulary to reap the benefits of this method•         It’s astonishing for face-to-face meetings and talks, because we tend to be more persuasive when we meet in person. Nobody will expect you to hit their pain points this hard, and that will make them aware of how bad their problems can escalate - no doubt.

Awesome, now that you know the use cases of inverted thinking, it’s time to dive into the advanced territory (exciting, isn’t it?).Just like hitting the advanced stage in your fitness journey, now you’re hitting the advanced stage in your business journey!

Everything You Need To Become More Persuasive Using Albert Einstein’s Mind

I doubt you don’t know who Albert Einstein was.I won’t present him here, but I’ll mention this – scientists measured Einstein’s IQ and they estimated it to be about 160 or 165.The average IQ is 60-65 units lower… it’s 100. According to this article, a “very superior intelligence” is associated with anything… not above 150. Not even 140.But above 130.Albert Einstein is 22% smarter than “very superior intelligence”… Now that’s a clever scientist.Bro is smart.And we can get closer to his intelligence level with inverted thinking.This is the technique Einstein would use for most of his science experiments to solve the problems he was facing. An ability referred to as a “problem-solving” skill.Let’s take a common example of a fitness issue. Imagine a guy named Bobby.Bobby is in his 20s and works out 3 months every year, but then he can’t find the time to go to the gym anymore and he gives up.He got fat because he’s eating chocolate every evening while relaxing on his couch after a hard day at work.You are a fitness coach. You hop with Bobby on a free call because he showed interest in your fitness services. He really wants to lose fat, build muscle, and improve his mind, but anything that he tried, failed.What method would have the highest probability to trigger a positive change of behavior in Bobby?a) Bring awareness to Bobby on how important health is, what bad things chocolate does to his body, and why he should eat healthy foods insteadb) Approve Bobby on how hard his situation is, present him the two scenarios he can choose to take further, and how his life will transform in each storylineWell, maybe the answer is c) Bobby won’t afford my fitness coaching services because his life is miserable, but let’s leave money aside for a moment.

Let’s look at the first scenario, answer a).

On that call, you start talking about why a healthy lifestyle is beneficial.“Health allows you to live life at maximum capacity. It lets your organs function better, which translates to a clear mind and improved energy at work.”“The thing with eating chocolate is that it has a lot of saturated fats and added sugars, which are detrimental to your overall well-being and significantly decrease your life span when consumed excessively. I would highly recommend getting rid of chocolate and replacing it with healthier meals. Nutritious foods like fish, fruits, and vegetables, have enormous benefits for your health and will help you lose fat.”Let’s also add a pitch: “And if you don’t know what to replace chocolate with, I can help! This is what I specialize in – getting people from fat to fit by fixing their nutrition and training.”That sounds pretty accurate. Chocolate is bad for his health. He needs to get rid of it to lose fat and be a healthier individual. I think he’ll understand…Well, the truth is that 99% of people know that chocolate is not healthy. They know they should train in the gym, move more, and cut junk foods to lose fat and get in good shape.But do you know how much people actually follow such advice?Below 5%.And that study was done IN 2013, 11 YEARS AGO.Since then, the rate of stubborn, overweight, and obese individuals has only been rising.In 2035, we expect to be 8,879,397,401 humans on planet Earth.Can you guess how many OBESE people (which is more than overweight) are there estimated to be in 2035?OVER 4 BILLION. “More than half the world’s population”.So, despite everyone knowing how to live healthy, they don’t.This suggests that approach a) is not viable. It is very unlikely to spark any change. It doesn’t put into perspective how bad their life can get when it’s too late.Chocolate doesn’t hurt now. It doesn’t hurt because it’s unhealthy.It only hurts when we can feel the pain in our body.But our brain can imagine feelings. And it’s proven to be as efficient as actual feeling.

This is where answer b) comes into play (which works far better than the first method).

As coaches, we can use feelings to our advantage. This is the only way a coach should approach this because persuasion is all about feelings.There are many words to motivate a person. But everything about motivation comes down to these 4 biological stimulators:

•         Safety: Anything that makes us feel safer is a motivator•         Status: Anything that makes us feel like we’re higher in the society hierarchy is a motivator•         Sex: Anything that makes us feel sexier and/or increases our sex drive is a motivator•         Self-reliance: Anything that makes us feel more independent and/or more under control is a motivator

Here’s how I would use these motivators to ignite new behavior in Bobby:I would increase his status by agreeing to how hard his life is. This is a principle called Confirmation Bias (which is ABUSED in marketing, think of testimonials, referrals, word of mouth, persuasive writing, etc.).This will motivate him to listen to me and maybe actually do 1-2 things that I’m about to suggest.“Look, I can sense your despair. It’s almost impossible to have the energy to work out after 8 hours of work, especially if you don’t feel good about yourself. Most people who look like they have energy after their workday to train in the gym usually take stimulants, risky supplements, or even drugs. And this is definitely not worth it. You are much better off eating chocolate and other junk food than taking drugs.”Getting a confirmation from someone who’s into fitness that his situation is really hard will make Bobby feel better about himself.This psychological bias is strong.It’s like the dude with an oversized shirt who benches 4 plates in silence.

Avoid Saying “However” After Using Confirmation Bias

Because you literally say “I just approved everything you told me, but it isn’t relevant to me because you are just lazy, do things wrong, and that’s what most people say when they are lazy”.The word “however” deletes anything you’ve stated earlier and puts shine on the next phrase.So you cancel the benefits of confirmation.“However” proves that you are not sharing genuine empathy for their situation.You’ve said it because you just want to sell them your training program. You are saying that their situation is not special.Which can be true, but they don’t need to hear this. It will turn them against you.I heard about a similar instance on a Romanian podcast. A business coach called Andy Szekely was telling the story of how he learned to play the piano.He said he had 2 teachers:

•         The first one literally told him he was doing everything wrong and what he should do instead
•         The second one said that he was great at playing the piano and started to learn new techniques together

Guess who he ended up learning from?Of course, the second teacher.Even though each scenario had the same theme – Andy not knowing how to play the piano properly – the second approach was much better because of confirmation bias.But you saying “however” after you’ve finished your bias script has the same effect as Andy’s experience with the first teacher.

So what do you say after applying Confirmation Bias?

“Here’s what I would do if I were in your shoes.”“And so if I were you, here’s how I would approach this.”“If I were you and I wanted to finally get fit and live healthier, here’s what I would do.”You can use any of these. Or anything else that extends the bias.That keeps the bar rolling.“I know that I love chocolate, so instead of giving up chocolate:

•         I would try to get to bed earlier and wake up the next day faster to conquer it. I would still eat chocolate when I feel like I need it, but only once a day. Because I know that I would get bored and just binge eat it without feeling that taste after the first pieces.•         I would also prepare my gym bag before I leave home for work because this will force me to go to the gym since I don’t have to spend time packing everything when I don’t feel like it. Or, even better, I would go to the gym as soon as I finish work.•         You don’t need to spend hours every day packing healthy meals, because you can buy healthy products that need no prep time. Or, I would choose food that takes 10 minutes/day to cook. There are many alternatives.”

I think you get the point.Your job is to create solutions based on the individual, not on general guidelines.This is similar to training. If you want to build muscle without joint pain, choose exercises that fit your body and don’t fit your body to match the exercise’s constraints.You will lift more weight and have much fewer chances of suffering from pains, aches, or injuries.That’s how persuasion works, too.If you tell Bobby that he can get in shape while eating chocolate, his chances of succeeding shoot.And here’s where The ITEM Framework comes into play:“Just imagine this: there are 2 ways your life can end up – good or bad. If you want your life to be miserable, have low energy all the time, have no sex appeal, and have no one who likes you and appreciates you for who you are, just stay on your couch and eat chocolate until you die. Does anyone enjoy spending time with such a guy? Not really, you will die sad and alone. Can you see how bad this is?You probably don’t want to do this.So if you want your life to be good, you just have to change the time you go to sleep. Because this will cancel your series time without having to resist it, this will reduce your junk food intake, and you would still be able to eat chocolate – so you won’t have to give up your favorite foods!”Now, I’m not saying this works all the time. Nothing has 100% efficiency.But I hope you can sense that this approach is better than the first one (in answer a).If Bobby is in a comfort zone, has a girlfriend who doesn’t complain about his weight gain and unhealthy habits, and he has money to live a decent life, he can’t have any motivation to evolve, by definition:

•         His safety is high, because he has somewhere to live and money to survive•         His status is high, because he has a girlfriend (which he probably likes, since he has no motivation to change) and he also has “sufficient” incomes•         His sex is high, because he has a girlfriend•         His self-reliance is also high, because he moved out from his parents’ home (assuming he did, in this case)

But you won’t know all of these details when you have your call with Bobby. So you have to get them.Who is the person to know the most things about Bobby?Bobby himself.Ask him questions like:

•         “Can you tell me what a regular day of yours looks like?”
•         “Would you mind if I ask whether you are in a relationship or not?”
•         “Do you live with your parents or have your own home?”

This is the Qualification stage of the call.It shows that you are interested in offering a custom solution for him. And he will listen to you, because he understands that this is specific to him.“Custom” and “specific”. Two magic words.This is why you need to understand your prospect. To do this, paint the inverted scenario – the worst one.Then show how it can transform into the life he dreams of.You hit pain points first, triggering emotion and desire for change. And then you highlight the dream outcome. You draw a tangible picture of how his life can be if he simply goes to bed 1 hour earlier.Or whatever small change you recommend.It has to be a tiny tweak with a huge return. The Contrast Principle.Do you know the feeling when you complete an easy quest in a game that gives you some big-boy rewards?It feels great!Because of the contrast between how small the effort was and how big the outcome is.Our brain is wired to contrast. It always has a strong stimulus to it.Design is about contrast. Aesthetics is about contrast. The entire nature is about contrast.And if it works for the whole life being, it works for Bobby, too.

To Recap: How To Use The ITEM Framework To Scale to $10k/month

You don’t always have to think, speak, or persuade with inversion. Treat this as the ace up your sleeve.Use this method for the biggest issues your audience experiences (like motivation).The best minds in this world don’t use inverted thinking all the time. But only when they want to break the pattern of conventional content, attract a lot of attention, and emphasize their opinion or huge risks.If you look for this technique in posts, you will find it.Sean Nalewanyj did this a few times. Jeff Nippard did this in his “Bro Jeff” series.Even Alex Hormozi uses inverted thinking. And he says he uses it almost daily in his company.Here’s how they use it:

•         They think of a popular problem in fitness (or any topic)•         They state what someone can do to destroy their health and how that will result in a miserable life (in a way that their listeners can sense the nightmare) – this is where you need information about each individual if you are on a call, or the average statistics, habits, and lifestyle if you record videos or create a post•         They draw the picture of the best scenario, the life their listeners dream of, and a specific description of what that would look like•         They bridge the gap between hell and heaven with a single small change that their listeners can do today to get pushed a lot closer to the life they deserve

And trust me, if Albert Einstein used this method to solve the world’s most complex problems back then, it can definitely solve lack of motivation today.Thank you so much for showing this level of interest in my resources.I appreciate you a lot. I would love to hear whether I had an impact on you. You can DM me at any time on Instagram @sergiu.ciausu if you feel like it.Onto Module 7, our last day in this course.Sergiu