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November 15, 2023 36 mins

In this Coaching Call style 10 Minute Marketing episode, I’m thrilled to sit down with Akil Sherman, owner of Akil Sherman Online Training & Coaching. With over two decades as a Certified Personal Trainer and experience in corporate wellness, Akil now offers online fitness coaching to those seeking ways to lose fat and get healthy. 

In this episode, we talk about Akil's journey and finding his target audiences in both a pre and post-pandemic marketplace. We also peel back the layers of the success he has found on Facebook and mastering his marketing message, how he is testing various offers and the work he needs to do to crack the code on LinkedIn marketing.  

In this episode, we discuss how to craft a compelling LinkedIn profile and content that connects with potential clients. This includes the differences between branding on LinkedIn through a personal profile versus a business page and what tactics the LinkedIn algorithm will reward for each. We also touch on the importance of working on personal profile features to convert leads by offering a simple and enticing call-to-action.

Tune in to this opportunity to learn from Akil's challenges with maximizing his marketing funnel, as well as my tips on how to optimize your LinkedIn profile for business success!


About Akil Sherman
Akil Sherman has helped thousands of men and women lose body fat and build healthy sustainable lifestyles over his 23-year career as a Certified Personal Trainer.

Check out Akil's free 7 Foods to Avoid for Fat Loss resource here.

Learn More about Akil Sherman Personal Training.
Follow him on LinkedIn, Facebook, and Instagram.

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Transcript

Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Sonja Crystal Williams (00:11):
Hi everyone, welcome to today's
episode of 10 Minute Marketing.
I'm your host, Sonja CrystalWilliams.
So today I've got a friend,someone I've known a really long
time, former client, all thosethings Mr.
Akil Sherman, joining us today.
Hi, Akil.

Akil Sherman (00:27):
Hello, hello, hello Sonja and hello world.

Sonja Crystal Williams (00:33):
Thank you for being here, so I'm gonna
share a quick background aboutAkil.
He has helped literallythousands of men and women lose
body fat and build healthy,sustainable lifestyles over his
23 year career as a certifiedpersonal trainer, and you've
done that also all over theworld, which is pretty amazing.

(00:55):
So let's start there.
I want to hear a little bitmore about your background, what
you've been doing with yourselfmore recently, and just a
little bit about your career.

Akil Sherman (01:05):
Well, okay, well, thank you for having me.
First, let me say that, man, interms of background, gee whiz,
I've been doing this.
It feels like forever.
You know, it was one of thosethings where, growing up you
know, I think I don't know myparents told me this, but I
heard it somewhere where, youknow, do something that you love
, you know, and if you don'tfeel like work, right.

(01:25):
So one of the three thingswe're fitness.
Other two was hip hop and videogames.
Let's just say those didn'twork out Okay.
So here we are with fitness,okay, and you know it's crazy
because it does not feel likeI've been doing this that long.
I'm obviously like you said,and you know I've been doing

(01:46):
one-on-one personal training,but I also spent seven years
doing corporate wellness as well, and in 2018 is when I made the
transition from in-person andface-to-face to online.
You know.
So it was before pandemic, wheneverybody, you know, ran, you
know, to their laptops andstarted zooming all over the

(02:06):
place.
But you know, one thing I willsay is that what I found in
regard to aging is that aging isnot synonymous with decay, and
so we have a lot of control overhow we age, you know as we, but
I say this by the time we hit25, we kind of know it's
vegetables, water, lean protein,get sleep, exercise, you know.

(02:27):
Now, whether we do that or notis a whole different
conversation.
And I say that because you knowpeople are like well, I don't
know the purpose of a trainer.
Well, because you coulddefinitely at this point you can
go to Google, you can go tochat, gpt, you know, but they're
not going to make you get upand do stuff, you know, and
they're also not there forsupport, motivation,
encouragement or guidance.
So you know there's still someother things that are left on

(02:50):
the table.
But, um, lately, you know it'sbeen interesting because this
feels saturated.
But then I know I'm better thana lot of these trainers out here
, and I say that tongue in cheekwas serious, because I'm
actually a trainer who struggledpersonally with body fat and
you know you don't have a lot ofbody types play a part as well.

(03:13):
As you know, it matters whoyou're getting your information
from, and so my specialty isindeed body like, helping folks
lose body fat, but sustainably,like I don't like using the
language weight loss.
I don't like that and I don't.
I rather call it fat loss,because that's more specific,
because weight loss also infersthat we're talking about losing
muscle and fat, and we don'twant to lose muscle.

(03:35):
You know, as we age we're goingto do that naturally, so we
don't want to.
You know, speed that, alongwith any dubious methods that
will create that outcome.

Sonja Crystal Williams (03:45):
One of the things and you were bringing
up something that your parentstalked to you about as a kid and
it made me think about likesomething I used to see all the
time as a kid on TV that made mefeel like fitness was important
.
So I I was an army kid and Ispent my childhood living
overseas and at that time thiswas before personal satellite

(04:07):
dish TV and direct TV and allthat stuff existed and cable
existed the way it does today.
We only had like two or threeEnglish channels as a child
growing up overseas and wedidn't get commercials.
We had public serviceannouncements, okay, and so
there was this public serviceannouncement that used to come
on and I would never forget itand I remember it and it was a

(04:30):
picture, it was a video of likeI don't know, just somebody
eating like lots of stuff that'sconsidered bad for you, like
really bad glabs and glabs of it.
And then at the end of thecommercial or public service
announcement, the person waswalking down the street and they
had this is probablypolitically incorrect now, but
it was like a giant donut onthat person's bottom and they

(04:53):
were walking down the street.
The message of the PSA was whatyou eat at 20 determines what
you are at 40.
Did you ever see that onegrowing up?

Akil Sherman (05:03):
You know what.
So let me, let me amend.
I said I saw I saw a commercialwhere they had they replace a
person's cheeks with donuts.
I was, so it was yesterday.
I forgot what that was for youknow, but but that's true.
You know, I love that messagebecause I talk a lot about that
in regard to you know, people,we turn 50, we turn 60.

(05:25):
And we think that this justcame out of nowhere and it's no,
like it's an accumulation ofyour habits.
Like if what you do in your 40sdictates the level of health
you're going to have in your 50s.
Or like to the point that PSA,you know, what we do here is
like it's an investment.

(05:46):
One way or the other.
Like if you invest in processedsugar, refined carbohydrates
and saturated fat, you have oneoutcome.
If you invest in fresh fruit,fresh vegetables, lean sources
of protein, in low glycemic, noninflammatory grains and drink
water, you will have anotheroutcome.

(06:06):
And so you know, either youinvest one way or the other, but
you're going to get a return onthat investment either way.

Sonja Crystal Williams (06:14):
True, I want both personally, but we
won't talk about that today, so,all right.
So one of the things you talkedabout was pre-printed pandemic.
You were in corporate wellness,okay, and now, post pandemic
world, you have entered intoonline training, which I would

(06:34):
imagine from a and this is whereI'm going to make the shift for
everybody listening, becausethis is a coaching episode of 10
Minute Marketing today.
So this is where I want to kindof shift into like that's such
a difference just in terms ofhow you create an audience on
the corporate wellness sideversus the one-on-one online
fitness training, and as well asjust how you put yourself in

(06:56):
front of people and select whatmarketing channels or sales
channels, for that matter makessense for you.
What do you feel like as you'vemade that transition?
Like, have you had thoughtsabout, like the parallels
between what you were doing onthe corporate wellness side when
you were working with bigcompanies and for you I know it

(07:16):
was sports teams and whatnotversus making the shift to
working with individuals?

Akil Sherman (07:22):
I will say that people now, I would say post
pandemic, and even the corporate, you know there's been a
greater focus on health.
You know, because folks arestuck at home and some people
unfortunately it's 2020, somepeople are still trying to work
off pandemic wait.

Sonja Crystal Williams (07:39):
Oh yeah, I mean that's not easy, you
know, definitely.
I mean there was statistics onhow much, you know, weight
changed for many people, manyAmericans, and how that impacted
us, you know, as a country.
So yeah, and it was hard, evenmentally, on our mental health.

Akil Sherman (07:56):
And so both have been given much more runway, if
you will today, because you knowpeople first of all.
People are like I'm going toprotect my mental health.
You know independent becauseyou had folks had a lot of time
to sit and think.
You had about 18 months to sitand evaluate.
You know yourself, yourrelationships, your health,

(08:18):
everything, and so I mean thatthat that was ideal.
Some people did that right Noteverybody, of course, but a lot
of people did do that, andcompanies did that as well.
You know, when they start tolook around because it's
productivity right, you know ifyou feel better you're going to
have you want to be moreproductive, like you brought up.

Sonja Crystal Williams (08:37):
A really good point, too, though, that
you know there's fitnesstrainers all over social media.
There's so many, and so how doyou stand out in such a crowded
marketplace?
And here's the thing it'scrowded marketplace, yet there's
billions of people in the worldwho want the content right, so

(08:59):
you have a specific niche.
How do you get in front of thatniche?
What are the channels that youfeel like so far have been
effective for you?

Akil Sherman (09:08):
Well, you know what?
That's a great question.
So I would say I want to putthe channels to the side for a
second and address the fact thatit was important for me to
understand who my targetaudience was, as well as my
positioning.
Because, to your point, likenumber one, I thought that I

(09:30):
could just train anybody whowanted, just anybody, and I had
to have a realization that thatwas different when I was.
So I will say there was a bigdifference between being face to
face and being online, becausebeing face to face, I really
could train anybody, because ifyou were going to come meet me,
you're like, at that point, youlike I'm paying for this, right,

(09:51):
so I would make the effort toget and make the trip.
But online is real easy for youto disregard what I send you
through email.
So I'm not really suited forpeople who aren't doing anything
.
I'm better suited for people whoare already in the gym taking
some action, for people who arealready engaged in trying to eat
better, trying to get the waterin, and they are looking for

(10:14):
you know, they know they got thepieces, but they're looking for
maybe the last combination inthe lot.
It's like, okay, I'm doing theexercise.
I'm eating the food.
How come I'm not seeing theresults that I think I should
see at this point?
You know what are the thingsthat I'm missing.
What am I missing?
And so that's where I come in,you know, and so that is what

(10:35):
I'm suited for.
So, understanding number one,like I said, my target audience,
I'm better suited for peoplewho are already doing something
and understand that I'm nothaving to be the person that
gets them motivated.
You know what I'm saying?
Like that they have.
That's something I guess youknow I'm saying you have some, I
need people.
I've been working with peoplethat already have some level of
motivation and then messagingyou know.

(10:58):
So to your point, it is crowded.
But there are a few things thatyou know, after two decades of
doing this, that I amdistinguished from a lot of the
crowd.
And that number one I'veactually had a spare tire, I've
had the belly fat, I've had lovehandles, I've had back fat and
I've gotten rid of it.
And so I understand that is adifferent, that's coming from a

(11:21):
different place than someone whogrew up always in shape, always
had a six pack or they wereathletic, got some fat and then
it was very easy for them todrop that and go back to where
they were.
And so my whole point isbetween understanding what it is
like to actually have body fatand then understanding proper
nutrition and not I'm not goingto tell you just caloric deficit

(11:41):
, because there's the otherthing.
There are a lot of people,particularly over the age of 35,
who, if you've been strugglingwith body fat for a long time,
you've been trying to eat lessfor a very long time and you're
probably frustrated because youwere on some diet that you could
not eat protein.
And then you, you fell off, youbinged, and then you start this

(12:03):
negative self dialogue abouthow you're a failure, how you
never can be successful, howthis never works for you, and
you feel hopeless.
And it's true, and the truth isthat's not the approach you
need to take.
You know, like that's not whereyou need to focus your energies
.
So those are a few ways where Idistinguish myself from the
crowd, because everybody else isgoing to tell you caloric
deficit, abse made in thekitchen and you know, eat more

(12:26):
protein.
And then they just sit backlike I just did it.
I just did it Just like that'snot the whole story, guys.

Sonja Crystal Williams (12:33):
Okay, so let's come back to channels
then.
What channels are you on?
Where do you like to be?

Akil Sherman (12:41):
I like to be on nothing.
No, I mean, social media is apain in my butt, but I'm on
Facebook because that's what mytarget audience is.
I'm currently on Facebookbecause my target is usually 35
to 55 busy professionals.
I am on Instagram, but I don'thave as much success on

(13:01):
Instagram.
And I would like to be onLinkedIn, but I have not cracked
the LinkedIn code, so I alsohave some small, very, very
small following on YouTube aswell.
So I'm in those pop input.
I don't do you tick tock Justbecause it's a commitment.
Sure, and I haven't mastered thethings that I'm already doing.
So just adding another channelbecause it's there doesn't

(13:24):
really resonate with me Right.
So it's like it's more about meunderstanding marketing, my
messaging, my positioning and myoffer, like that is that's the
areas I feel like I that's beenlike.
The third quarter of the yearis where I understood that I
needed to be better in thosethree areas and I'm currently
tailoring and working andtesting my offers and my

(13:48):
messaging and I'm so I'm in abetter place in my business than
I've been in the past becauseI've been able to identify that
I would say at the top of theyear, the main thing was make a
content.
I've mastered making thecontent.
Now it could be visually better.
Sure, you know I give you allof that.
But Between making reels anddemo, demo videos, you know a

(14:10):
short form where I'm, you know,explaining something, or long
form when I'm explainingsomething going live.
I don't have any issue withdoing that like I go live
probably like four times a weeknow maybe a five, depending on
you know if, because I also likeback to Facebook.
You know, back to the channels.
I'm an admin in one large groupthat's about 90 thousand 95

(14:32):
thousand, and then I'm amoderator in another group.
That's a hundred thousand, andso you know so.
So I have that going for myselfas well.
I do go live on my personalpage and my business page.
I am running ads Moreconsistently.
That was something that I wasnot good at in the past, um,
consistently running ads, and sothe focus with my ads right now

(14:54):
Are visibility.
You know, it's just.
I'm not, I'm not treating it asyou know.
I run the ad and I'm gettingmoney.
No, at this point, I'm justwant you to see me.

Sonja Crystal Williams (15:04):
Okay, Facebook's been successful for
you.
You've got to handle on yourcontent.
The content is consistent.
I would take it right.
You're consistently postingcontent.
Okay, and Instagram LinkedIn.
But let's talk about LinkedInbecause I know for you and I
from previous conversations,LinkedIn it sounds like in 2024.
If you had to pick, where am Igonna shift my attention to

(15:26):
beyond Facebook?
It sounds like LinkedIn is theplace you want to be, is that?

Akil Sherman (15:30):
right, yes, okay.

Sonja Crystal Williams (15:33):
So, LinkedIn, let's talk about it.

Akil Sherman (15:37):
So one thing, let me say this this is and you
could tell me if I'm On targetor off base Okay one thing that
I've, I'm having to embrace andwhat's successful is long form
writing, long like the writing,so like LinkedIn.
Seems that like just todayactually, um, I saw my business

(15:58):
page.
They had three prompts,separate prompts where you could
swipe, and it was asking aboutlike hey, what's going on In
wellness business, or somethinglike that.
It was basically prompting meto write so so, so I, so I so.
It's not like as simple as justlike click the button on my
phone and go live, right, it'skind of like you have to, like I

(16:18):
said, it's a few layers to thatfor LinkedIn.
So so then, what I've been doing, though, is uploading the video
to the platform and then, youknow, putting the caption and
then putting it on my businesspage.
They may be sharing it to mypersonal page, and I've also
tried just Uploading it nativelyto the personal and the

(16:39):
business.
You know, I did that today,actually, with a long form post
with a picture, um, and, andwe'll see how the impressions go
, but then I also understandit's a time Quotient in there,
because it's a professionalplatform, so people are at work,
they're not checking it.
This is necessarily like aFacebook, you know, I mean, and
so, um, it's just a differentfrom beast Like.

(17:02):
I do understand that, you know.

Sonja Crystal Williams (17:06):
So let me clarify.
You have the personal LinkedInaccount and then you also set up
what would it be Akil ShermanOnline Training and Coaching as
a business page on LinkedIn.
Okay, now question whatprompted you to want to create a
business page on LinkedIn?

Akil Sherman (17:23):
Well, I didn't want to do that.
I thought it was prudent.
I thought that is, you know, interms of running ads, okay, I
don't think I'm not sure if Icould run ads to if I didn't
have the, if I didn't have abusiness page.
So, looking to setting upmyself for the future of running
ads and boosting posts and allthat good stuff, I was like,
well, okay, I have to, you know,go that route.

(17:44):
So that was what, that was Okay.
So I'm gonna.
I'm gonna start there.

Sonja Crystal Williams (17:48):
I think LinkedIn is a little different
than other social networks,definitely different than
Facebook, in the respect thatyou can thrive more on LinkedIn
when you're on the internet,more on LinkedIn when you are
the face of the business throughyour personal profile probably
10 to 100 times more than youwill through that business page.

(18:12):
Okay, now to your point.
It's there's a legitimatereason why you set up that
business page because you wantto set yourself up for the
future of being able to run ads,and you could keep moving in
that direction.
The only thing I wouldencourage you to think about is
make For now only because you'redoing this yourself.

(18:33):
You don't have an army ofpeople behind you creating
content.
Your time is valuable andyou're splitting how you spend
your time between the managementof multiple social networks and
you're trying to captureimpressions across multiple
social networks and particularlyin LinkedIn.
It's like you're trying tocapture impressions in two
places that kind of say the samething your personal profile A

(18:55):
kil Sherman, because you are theface of your brand, and then
you have your brand that liveson its own page.
I would recommend you investmore time in the Akil Sherman
profile, your personal profile,than the business page.
Keep that page, keep it active.
I'm not saying abandon it,because you do need to be set up
when at some point LinkedInready to launch those ads.

(19:16):
But LinkedIn really thrives andbusiness pages thrive more
through shared content from apersonal profile.
So if you're doing anything,things that you might post on
your page might get shared oramplified through your personal
page.
But honestly, I wouldn't saythat LinkedIn prioritizes that
in this algorithm.
Okay, and so think that.

(19:38):
Even when you mentioned thoseprompts, so let me explain that
to everybody, because this is ashift that LinkedIn's been
making recently, and theyactually made the announcement
recently and opened it uppublicly to many accounts.
Some accounts may not even havethe ability to do it yet, um,
but LinkedIn gives you theability to do what's called
collaborative articles now.
So what you're seeing areprobably prompts that are trying

(19:58):
to get you to contribute tocollaborative articles.
Um, let me tell you a couple ofthings about collaborative
articles.
Don't just reply to any promptthey put in front of you.
Your prompts need to be veryfocused around fitness and
wellness.
Only, they know you're a smallbusiness owner, so they might
throw a small business prompt atyou.

(20:18):
They might know you're intospeaking publicly so they might
throw a speaking prompt at you.
Those don't have anything to dowith the audience you're trying
to capture or where you want tobe known as an expert.
So when you do choose tocontribute to collaborative
articles, they need to only bearound subject matter that are
specific to what you do for aliving, and then even then niche

(20:40):
it now right, like I could talkabout small business in that
under that topic all day.
What ends up happening is whenyou do enough prompts on
collaborative articles At leastright now, the way the program
is proposed to roll out is ifyou do, say roughly 20 or 30,
you will get a badge on yourprofile, and this is why you
should be doing on your personalprofile, not the business.

(21:02):
You want the badge on Akil'sprofile.
And now you are a top voice infitness, top voice in wellness,
right?
And that just makes your profilemaybe stand out a little bit
more.
When you're posting things andstrangers see it, you don't want
to be the top voice inentrepreneurship.
Who cares, right, that doesn'tmatter.
So don't answer those promptswhen it's trying to get you to

(21:23):
answer questions around.
What struggles Do you face asan entrepreneur who cares?
That's not important to you,right?
So that's gonna help youstreamline a little bit more.
Okay, now, great, let's look atyour personal profile.
Do you like what I'm saying sofar?
Okay, it makes a lot of sense.
Um, it's also a better time.

(21:44):
You know management for you.
Okay, the other piece is aCouple of things, actually.
I'm looking at your profileright now.
You have a really great messageunder your name, so that's one
of the great golden rules thatyou followed.
It says I help busyprofessionals lose stubborn body
fat and develop a healthy,sustainable lifestyle in 90 days

(22:04):
.
I love that because it's asentence.
I know exactly who you are,what you do and if I decide I'm
gonna connect with you.
I know what you're about likeright away, without even looking
at anything else on yourprofile.
So you, you like phenomenal,did that great?
My question, though, is when Istart to scroll down your page

(22:25):
and I look at your content, or Iclick the link where it says
check out my online Service.
My question is and it's aquestion, not a judgment the
question is does your contentalign with that offer?
Every single content thatyou're releasing right now,
every single piece of content.

Akil Sherman (22:42):
No, no, it is not like no.

Sonja Crystal Williams (22:47):
Okay, so that's that's.
That's that's where now westart to shift, where your
content goes in that, if that'sthe offer because I know you
said you're testing outdifferent offers it's a good
sounding offer to me.
I mean, but now, cuz,technically I fit in your
demographic, right.
So I'll speak from theexperience of a person in your

(23:09):
demographic, and I trained withyou in the past, I've been a
client of yours on theface-to-face side, so so I know
that, okay, this is appealing tome.
Oh, what can he do for me in 90days?
And then I start surfing yourcontent and I'm like, well, I
don't know, that doesn't exactlyanswer my question.
So Now you might just kind ofmake that shift and start

(23:31):
thinking about, as I start,creating content for LinkedIn
and honestly, this can translateto the other Networks where you
want to have and provide a lotof value.
But as I am thinking aboutcontent and planning it, how do
I constantly create content thatanswers that question For a

(23:52):
busy professional, because theirtime is valuable.
So you, you do need to kind ofgive it to them, like, what am I
getting in 90 days?
And try to think about ways toanswer that question Visually.
Maybe it could be with graphics, it could be long-form posts,
it could be video.
The trend right now, okay, onLinkedIn, is the writing.

(24:14):
So you are right about that.
You.
You have, you have hacked thatcode.
Okay, LinkedIn is going toreward you more for writing and
the style of how you writematters because it needs to be
digestible.
No long paragraphs, no longlong story Like.
If you're gonna do long formgreat, break the text up.

(24:34):
Little sentences, thinkskimmable, because anyone who's
Going down their feed, whetherit's on a desktop or mobile
device, they are skimming, theyare skim reading.
They are not fully engaged atany point in time on any of
these networks, for that matter,at least until you capture
their attention enough, and thenat that point maybe they do go

(24:54):
to your website and they Wantmore information.
So your content needs to beskimmable.
Your first, really too long,really your first line, but
probably two, no more than threelines on LinkedIn are the most
important Because that's whatthey're gonna see before they
click see more.
You know that from Facebookbecause the same rule applies on
Facebook, right, and so we needto draw them in with that hook

(25:18):
right.
There's a, there's a sayingWe've probably talked about this
before hook story offer right.
This is kind of click funnelsRussell Brunson's approach.
I know you've done some,probably, reading in and around
his stuff so you can stillfollow that format, but the hook
story offer format doesn't tellyou about skimmable content
like right.
There's some of those newerThings and factors that you have
to consider the tone of yourcontent, the the, the way you

(25:44):
write matters.
Thinking about speaking.
I got this tip from a LinkedIninfluencer.
Think about speaking To aspecific person.
Not I'm speaking to an audienceof busy professionals.
No, think about I'm speaking toSonja, I'm speaking to Susan,
I'm speaking to Joe, likesomebody you actually know.

(26:04):
Think about how you speak tothem when you write that post
and write it that way.
Write it that way.
Then you can go back and reviseit and all that.
But it should sound genuine, itshould sound conversation, it
should sound like it's comingfrom you, not an entity, because
you want to keep yourself humanand relatable and that's so
important when you're the faceof the brand to be able to do

(26:26):
that.
These are other things.
Couple other things.
Links.
Drop your links in the comments, at least at the moment, and
algorithms change.
LinkedIn will not necessarilyreward your post with more

(26:49):
visibility when you put a linkin the post.

Akil Sherman (26:53):
Experiment with.

Sonja Crystal Williams (26:56):
Yeah, they all are.
Experiment with that,experiment with some text-only
post.
Don't worry about always havingto put an image.

Akil Sherman (27:03):
I see that that succeeds better in LinkedIn too.
They don't care about pictures.
I got that vibe a little whileback as well.

Sonja Crystal Williams (27:14):
I think these are some good starting
points for you.
Okay, so let's hone in on onemore thing.
When we do click to the website, it goes to You've got a link
off of your profile.
It goes to your homepage ofyour website.

(27:35):
You've got imagery-wise.
It's great because you've got alot of the before and after
photos of clients you've workedwith, where you've helped them
transform through your 90-dayprogram.
You say it in plain language Ihelp busy professionals lose fat
and get healthy.
Then you give them some reasonswhy you do have a conflict

(27:58):
because you've got on here asix-month program but you're
messaging on LinkedIn.

Akil Sherman (28:05):
So I thought about that.
Okay, so let me address that.
Because, I do have a six-monthprogram.
You will see results in thefirst 90 days, though my program
is six months, so I was tryingto thread the needle of.
You will see results in 90 days, but I'll be working with you
longer than that.

(28:26):
Okay, see, I get somethingdifferent from that.
That feels like bait and switch.
Because I didn't want to sayyou know, I can help you lose
belly fat and build a healthylifestyle in six months, Because
they're like six months.
Because, like I don't know, sothat you're helping 90 days does

(28:46):
sound good.

Sonja Crystal Williams (28:47):
I said 90 days does sound better than
six months.
Right, it's shorter.
And then days versus months.
You know, of course it soundsgood.
You know, I would try to figureout how to reword that on the
website.
Then you got to get 90 days inthere somewhere.
If that's what you're going tolead with on LinkedIn.

Akil Sherman (29:07):
I just dropped the 90 days and I helped busy.
See, I didn't know, but I feellike the time element had to be.

Sonja Crystal Williams (29:14):
It does make it more specific, yeah.

Akil Sherman (29:17):
Because I was like you know, I could have just
left it.
I helped busy, fresh and losebody fat and build a healthy
lifestyle, and folks like yeah.

Sonja Crystal Williams (29:23):
Exactly 90 days adds a punch to it, or a
timeframe will just say atimeframe definitely adds a
punch to it, because now I knowwhat you're going to give me in
a certain amount of time and Ialready can make a decision if
I'm willing to commit to it ornot, right?
It's like a sales tactics, right?
Things you learn in salestraining, which is one of the
things you want to do in yourmessage, is get people to

(29:45):
constantly say yes in their head.
Right, when you're sellingsomething to someone, even
verbally, you constantly wantthem reaffirming the things that
you're trying to sell them on.
And so I mean I can answer thatquestion from a yeah, I'm going
to do 90 days.
I might not do six months, butI'll do 90 days.
So I'm not saying change yourprogram, but you definitely have
to find a way.
I think it's great.

(30:06):
I would keep it.
I think it adds a punch.
I think you got to find a wayon your website.
If it truly is a six monthprogram, then how do you reframe
that?
But it does today how it stands.
It does feel like a bait andswitch.
And then we get to book a freecall.
Now the question is why do theycare about booking a free call?

Akil Sherman (30:29):
Well, to see, if you know, kick the tires and see
if this is something they maywant to do.

Sonja Crystal Williams (30:34):
Okay.
So I feel like we need a roundtwo because we're only going to
get so far today.
But I think, on that call toaction, so you have a good offer
in place, but I think yourfinal, your final kind of closer
to book a call, it kind ofdepends on how your program is

(30:54):
structured.
Right, but most people, ifthey're motivated and they are
already doing fitness and youare offering a program 90 days
and you can help me do somethingreally specific 90 days, six
months, whatever the case mightbe and I'm doing it online I
don't really feel like I need totalk, like I just I want to

(31:15):
take action, I want to startmoving into something.
Even here's the thing, evenhere's the really to think about
.
If you consider charging $50,$75 or something for some type
of quick, something that movesthem along toward that goal,

(31:37):
something it could beconsultative, it could be a
reading on something, a test yougive them Maybe that's even you
know, maybe it's a quiz,instead of just book a call and
they have to submit their emailaddress and now they're on your
email list and you now send youroffer to them or you email the
offer to them, maybe you takethem to a video where you really

(31:57):
explain the program.
That also pre-creates moreautomation for you, so you're
not spending your time having totalk to each individual person
to vet them.
Like, let them vet themselves.
Take them to a prerecordedvideo that explains your program
or things about generally whatyou're willing to offer, and

(32:19):
then you upsell to the next step.
You know what I mean.
Like, try to think aboutdifferent ways you could frame
that, but I feel like, book acall.
You probably are going to losea lot of people in that last
step.

Akil Sherman (32:31):
I like the video.
I like the video.
I like the video of spellingout what it entails, cause one
thing that I am forever guiltyof.
My clients have told me thisthey're like what you actually
do is so much beyond what Ithought was going to be.
And I don't have a, but I do.

(32:54):
I guess in my brain I have adifficult time articulating that
because I'm actually doing thething.
It just doesn't sound sexy.
Like I'm going to help you eatbetter.
I'm going to help you lose fat,I'm going to help you get
stronger.
Like we're going to work onsleep, like all this stuff.
I'm going to help you build ahealthy lifestyle.
But it doesn't sound sexy, it'snot punching.
Yeah, when you get in there,you're like oh wait, cause like

(33:17):
I have.
And then two, because I've beenthrough the fat loss journey,
I'm generally going to have theanswer for why you're at a
plateau and if you follow whatI'm doing, what I tell you to do
, you're going to get results.
They all have, and so I don'tdo well articulating that cause
it sounds like everybody else.

Sonja Crystal Williams (33:40):
I don't know, and even honestly, when I
click the link to book a call,it's just me booking a call I
don't have.
There's no.
Even if you stuck with the bookof call, there's no questions.

Akil Sherman (33:50):
If the questions come when you book the call,
like you get sent to a.
What is that?
It's a questionnaire, it's apage that, once you book the
call, you get a follow up emailto a link to give me the to do
the questions.

Sonja Crystal Williams (34:05):
But you have to commit to booking the
call first.
So I don't feel as invested.
I feel like you're investing inme when you ask me some
questions and it starts helpingme understand.
Oh, this is going to be a oneon one.
You know, I feel like he'spaying attention to me.
I'm going to get a free problemsolving call.

(34:26):
Why can't you lose stubborn fatcall or something?
You know what I mean and I feellike even Calendly cause you
got it linked to Calendly givesyou the ability, even if you
wanted to ask two or three ofthose you need to do the full
questionnaire.
You just start it with two orthree little questions, like
that's something to think about.

Akil Sherman (34:44):
I like that, I like the video, I like the
questions.
I like all of that actually.
So no cause, yeah, I like that.

Sonja Crystal Williams (34:53):
So I think, I think, I think LinkedIn
definitely is part of theequation that's going to help
you and some of the shifts wetalked about.
But I think, I think just alittle bit more tweaking on the
offer and the steps.
It's a funnel, honestly, it'snot just the offer.
It's the entire funnel.
So I'm going to I'm going topause us here because, listeners
, we're not giving you all akill secrets, but we'll talk

(35:16):
more about that one off throughour separate coaching.
I'm going to pause us here fortoday.
Akil, I want to thank everyonefor listening.
I hope you all got a lot out oftoday.
Listen, we're using LinkedIn asthe as one example of many
things that you could do acrossreally any of these social media
networks, and I thank you today, Akil, for being transparent,

(35:38):
sharing a little bit about yourjourney, your challenges, your
struggle and what we're going todo to tighten up your funnel.

Akil Sherman (35:44):
All right, Thank you for your time, thank you for
helping me.

Sonja Crystal Williams (35:47):
You're welcome.
All right, until next time.
Everyone Thanks, and we'll seeyou soon.
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