February 9, 2025 • 10 mins
This is by far my most AHA moment to-date on how to market.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
So the best marketing education that I received was
my 900 plus hours of workingstories for people.
For those of you that are inthe Enlifted community, it's the
Enlifted method.
It's the four-step process.
For those of you that areunaware of what Enlifted is, go
(00:20):
check out Enlifted coaches onInstagram.
Mark England he has created thesystem for mindset.
Finish this episode first,though, if you're interested in
how to market your coaching.
So here's the thing.
The Enlifted Method starts onthe surface.
Right, we write about what'sgoing on day to day.
(00:41):
Right, I wrote a story when Iwas going through my level one
about wanting a profitable gym.
I've had clients who wrotestories about just snacking at
night or about their boss.
This stuff inevitably ends upback at our teen, preteen or
(01:03):
childhood years with a storyabout getting hit by a ball in
Little League, with a storyabout getting in a fight, a
physical altercation with aparent, with a story about a
parent's infidelity.
With a story about when mom anddad said they were gonna get
divorced.
With a story about mompressuring her daughter to have
(01:23):
a certain body type forcheerleading every single time.
Now, here's the thing.
Here's how this relates tomarketing is a lot of coaches
want to market that thingbeneath the surface, right?
Even if you're not doingstories, even if you're not
pulling the layers back, youwant to.
(01:45):
A lot of coaches are markingthat thing that their clients
aren't aware of, right?
They will only be aware of thatstory, of the actual benefit of
your coaching, when they getinto your coaching container.
Okay, so a lot of coaches are.
You know, when I first got intothe Enlifted Method into, it was
called StoryWork.
(02:06):
At the time, when I firststarted working stories, I went
big on marketing the stories andmy business almost capsized
because people didn't.
Unless they've been introducedto this stuff, they were
completely unaware of what I wastalking about.
Unless they've been introducedto this stuff, they were
completely unaware of what I wastalking about.
(02:27):
Okay, your market, youraudience, is not solution aware
at all, like maybe three to 5%of them, and those clients are
going to come through either waybecause they are also problem
aware.
And and what working storieshas taught me is that when we
start on the surface, we willget a lot more progress than
(02:50):
trying to start at that thing.
That's back when they wereeight years old, right?
So how do we apply that tomarketing?
We'll start on the surface.
What is the surface level thingthat you know as a coach is not
the thing that they need, butthey are dead set on it, right?
(03:11):
They're like no, if I just lose15 pounds, I will finally love
my life again.
Cool, if you have the tacticaland practical skills to help
someone lose 15 pounds and youhave the skills to help them
actually address what's going on, then help them lose 15 pounds
and then, on the way throughthat journey, help them address
(03:35):
why they've been stuck in thefirst place.
You can even throw this intoyour marketing a little bit.
It takes some skill.
It's part of what we teachinside Coaches Breaking Through
and, for a high level view of it, you meet them where they are
at first.
You talk about the weight loss,you talk about the fitness, you
(03:55):
talk about the badrelationships that they keep on
getting in and how to heal fromthem, and you talk about all the
things that they've tried theweight watchers, the this, the
paleo, the carnivore and forsome reason, nothing ever sticks
.
Well, what if I told you that Ihave a fix and it's a lot?
It's a lot simpler than mostare making it out to be.
(04:16):
Doesn't mean it's easy, doesn'tmake it simple, though, and
that's what I do.
So if you want that, fix, andthis is what you guys do in your
content.
If you want that fix, comment,fix, and I'll send you over a
free resource outlining the newway that I've found to actually
make your fitness habits stick.
(04:36):
Right Now, people are like, ohwell, yeah, I have tried all of
that and you have something else.
Yeah, I want to see that.
See, that is going to walk theminto the new belief much more
than it's not actually fitnessthat you want, it's your stories
, it's those.
This is what I did, guys, andit was a jackass move.
(04:57):
You know why?
Because it was fitness thathelped me to find the unlifted
method.
It was fitness that was thegateway drug for personal
development for me.
So why was I the hypocritesitting there and saying you
guys don't actually need fitness, it's not what you want, you
actually just want to be happyabout yourself, you want?
(05:21):
You actually just want to behappier about yourself.
No, like, there are actualtangible aspects to physical
fitness, and cleaning up thebody and getting it moving is a
good piece of overall personaldevelopment.
So I walked it back and Istarted advertising fitness
again.
You know what happened.
I had a $17,000 a month Whoa inan online fitness business and
(05:50):
then I brought those guys in andI started working stories and
those same guys I have watchedover the last three years now,
since that cohort went through.
I have watched them justabsolutely go through life with
rocket fuel.
Some of them are back nowbuilding their coaching
(06:11):
businesses.
If I had been advertising only,hey, take control of your story
, take control of your life itwould have continued to be
crickets.
Instead, I advertised thatwe're going to intertwine
fitness with becoming the guywho actually sticks to it.
(06:32):
What is the thing?
The if then scenario that yourclients, that your audience is
looking for, that you'reresisting, right?
No, I'm a personal developmentcoach.
Well, what does that even mean?
Because people want to developthemselves, to hit a certain
(06:56):
goal.
Right, it is few and farbetween that.
People are so self-aware enoughthat they go I need to develop
me.
No, they want to developthemselves because we live in a
tangible world with tangibleoutcomes, and there is some sort
of tangible outcome that theyare chasing, and they might be
aware that they're the problemand also that they are the path.
What is that tangible outcomethat you also possess skills to
(07:17):
solve.
And this is what over 900 hoursof working stories for people
has taught me when you truly notjust pretend to, when you truly
go and meet people where theyare, well, then you're able to
walk them through the journeythat will truly serve them.
(07:38):
This is the hero's journey,okay, insert graphic.
If I had a fancy video editorof Joseph Campbell's hero's
journey and up at the, you meetthe mentor up at the top of the
hero's journey.
Okay, so many coaches and Iused to do this I would get
stuck talking about the thingsthat go on in the abyss of the
(08:00):
hero's journey, talking aboutthe return to the ordinary world
with the elixir, with the giftof the goddess, and I lost my
audience because they're sittingall the way back up on the
other side in the ordinary worldat the call to adventure or the
refusal of the call, lookingfor the mentor to me.
But I wasn't acting as a mentor, I was acting as the hero.
(08:23):
I was saying look at all thesethings.
I know, I know that you don'tactually need what you think you
need.
You're an idiot.
So come work with me becauseI'm smarter than you.
And when I finally put thatbullshit aside.
All of a sudden, my marketingspoke directly to my clients.
(08:43):
All of a sudden, I was able toget on sales calls and honor the
fact that they do see theircurrent predicament as a problem
and that when we solve thatproblem, it is going to create a
lot of space and clarity forthem to look at the things that
are actually under the hood.
This is and I'm aiming to keepthese episodes short so you guys
(09:07):
can see them.
See the title get in, get out.
This is how working over 900hours of stories of practicing
the unlifted method for over 900hours has absolutely
fundamentally changed how I viewmarketing.
Because when you understandthat every story starts on the
(09:30):
surface, starts in the presentmoment, well, and that there's
often something underneath it,it gave me an intimate
understanding that in marketing,people are often only looking
at the surface level too.
They're only staring at thething that's staring them right
in the face and they're notlooking underneath it to see
(09:52):
what's actually going on.
What are your audience membersstaring at that you have the
skills to solve.
Go out and help them solve thatproblem and, if you so, please
be the transformative guide thatsolves that problem.
(10:15):
And also in solving thatproblem.
You delivered a Trojan horsethat takes them all the way
through a full revolution of thehero's journey.
Or don't Keep marketing stufffor your ego and for the lessons
that you're learning on yourjourney, as opposed to the
problems that your clients arefacing, and wonder why you're
not signing clients.
That's fine.
I used to do that too.
I was hard-headed.
(10:35):
Everybody's got to learnsomewhere.
I still love you.
Thank you for listening.
So the best marketing education that I received was
my 900 plus hours of workingstories for people.
For those of you that are inthe Enlifted community, it's the
Enlifted method.
It's the four-step process.
For those of you that areunaware of what Enlifted is, go
(00:20):
check out Enlifted coaches onInstagram.
Mark England he has created thesystem for mindset.
Finish this episode first,though, if you're interested in
how to market your coaching.
So here's the thing.
The Enlifted Method starts onthe surface.
Right, we write about what'sgoing on day to day.
(00:41):
Right, I wrote a story when Iwas going through my level one
about wanting a profitable gym.
I've had clients who wrotestories about just snacking at
night or about their boss.
This stuff inevitably ends upback at our teen, preteen or
(01:03):
childhood years with a storyabout getting hit by a ball in
Little League, with a storyabout getting in a fight, a
physical altercation with aparent, with a story about a
parent's infidelity.
With a story about when mom anddad said they were gonna get
divorced.
With a story about mompressuring her daughter to have
(01:23):
a certain body type forcheerleading every single time.
Now, here's the thing.
Here's how this relates tomarketing is a lot of coaches
want to market that thingbeneath the surface, right?
Even if you're not doingstories, even if you're not
pulling the layers back, youwant to.
(01:45):
A lot of coaches are markingthat thing that their clients
aren't aware of, right?
They will only be aware of thatstory, of the actual benefit of
your coaching, when they getinto your coaching container.
Okay, so a lot of coaches are.
You know, when I first got intothe Enlifted Method into, it was
called StoryWork.
(02:06):
At the time, when I firststarted working stories, I went
big on marketing the stories andmy business almost capsized
because people didn't.
Unless they've been introducedto this stuff, they were
completely unaware of what I wastalking about.
Unless they've been introducedto this stuff, they were
completely unaware of what I wastalking about.
(02:27):
Okay, your market, youraudience, is not solution aware
at all, like maybe three to 5%of them, and those clients are
going to come through either waybecause they are also problem
aware.
And and what working storieshas taught me is that when we
start on the surface, we willget a lot more progress than
(02:50):
trying to start at that thing.
That's back when they wereeight years old, right?
So how do we apply that tomarketing?
We'll start on the surface.
What is the surface level thingthat you know as a coach is not
the thing that they need, butthey are dead set on it, right?
(03:11):
They're like no, if I just lose15 pounds, I will finally love
my life again.
Cool, if you have the tacticaland practical skills to help
someone lose 15 pounds and youhave the skills to help them
actually address what's going on, then help them lose 15 pounds
and then, on the way throughthat journey, help them address
(03:35):
why they've been stuck in thefirst place.
You can even throw this intoyour marketing a little bit.
It takes some skill.
It's part of what we teachinside Coaches Breaking Through
and, for a high level view of it, you meet them where they are
at first.
You talk about the weight loss,you talk about the fitness, you
(03:55):
talk about the badrelationships that they keep on
getting in and how to heal fromthem, and you talk about all the
things that they've tried theweight watchers, the this, the
paleo, the carnivore and forsome reason, nothing ever sticks
.
Well, what if I told you that Ihave a fix and it's a lot?
It's a lot simpler than mostare making it out to be.
(04:16):
Doesn't mean it's easy, doesn'tmake it simple, though, and
that's what I do.
So if you want that, fix, andthis is what you guys do in your
content.
If you want that fix, comment,fix, and I'll send you over a
free resource outlining the newway that I've found to actually
make your fitness habits stick.
(04:36):
Right Now, people are like, ohwell, yeah, I have tried all of
that and you have something else.
Yeah, I want to see that.
See, that is going to walk theminto the new belief much more
than it's not actually fitnessthat you want, it's your stories
, it's those.
This is what I did, guys, andit was a jackass move.
(04:57):
You know why?
Because it was fitness thathelped me to find the unlifted
method.
It was fitness that was thegateway drug for personal
development for me.
So why was I the hypocritesitting there and saying you
guys don't actually need fitness, it's not what you want, you
actually just want to be happyabout yourself, you want?
(05:21):
You actually just want to behappier about yourself.
No, like, there are actualtangible aspects to physical
fitness, and cleaning up thebody and getting it moving is a
good piece of overall personaldevelopment.
So I walked it back and Istarted advertising fitness
again.
You know what happened.
I had a $17,000 a month Whoa inan online fitness business and
(05:50):
then I brought those guys in andI started working stories and
those same guys I have watchedover the last three years now,
since that cohort went through.
I have watched them justabsolutely go through life with
rocket fuel.
Some of them are back nowbuilding their coaching
(06:11):
businesses.
If I had been advertising only,hey, take control of your story
, take control of your life itwould have continued to be
crickets.
Instead, I advertised thatwe're going to intertwine
fitness with becoming the guywho actually sticks to it.
(06:32):
What is the thing?
The if then scenario that yourclients, that your audience is
looking for, that you'reresisting, right?
No, I'm a personal developmentcoach.
Well, what does that even mean?
Because people want to developthemselves, to hit a certain
(06:56):
goal.
Right, it is few and farbetween that.
People are so self-aware enoughthat they go I need to develop
me.
No, they want to developthemselves because we live in a
tangible world with tangibleoutcomes, and there is some sort
of tangible outcome that theyare chasing, and they might be
aware that they're the problemand also that they are the path.
What is that tangible outcomethat you also possess skills to
(07:17):
solve.
And this is what over 900 hoursof working stories for people
has taught me when you truly notjust pretend to, when you truly
go and meet people where theyare, well, then you're able to
walk them through the journeythat will truly serve them.
(07:38):
This is the hero's journey,okay, insert graphic.
If I had a fancy video editorof Joseph Campbell's hero's
journey and up at the, you meetthe mentor up at the top of the
hero's journey.
Okay, so many coaches and Iused to do this I would get
stuck talking about the thingsthat go on in the abyss of the
(08:00):
hero's journey, talking aboutthe return to the ordinary world
with the elixir, with the giftof the goddess, and I lost my
audience because they're sittingall the way back up on the
other side in the ordinary worldat the call to adventure or the
refusal of the call, lookingfor the mentor to me.
But I wasn't acting as a mentor, I was acting as the hero.
(08:23):
I was saying look at all thesethings.
I know, I know that you don'tactually need what you think you
need.
You're an idiot.
So come work with me becauseI'm smarter than you.
And when I finally put thatbullshit aside.
All of a sudden, my marketingspoke directly to my clients.
(08:43):
All of a sudden, I was able toget on sales calls and honor the
fact that they do see theircurrent predicament as a problem
and that when we solve thatproblem, it is going to create a
lot of space and clarity forthem to look at the things that
are actually under the hood.
This is and I'm aiming to keepthese episodes short so you guys
(09:07):
can see them.
See the title get in, get out.
This is how working over 900hours of stories of practicing
the unlifted method for over 900hours has absolutely
fundamentally changed how I viewmarketing.
Because when you understandthat every story starts on the
(09:30):
surface, starts in the presentmoment, well, and that there's
often something underneath it,it gave me an intimate
understanding that in marketing,people are often only looking
at the surface level too.
They're only staring at thething that's staring them right
in the face and they're notlooking underneath it to see
(09:52):
what's actually going on.
What are your audience membersstaring at that you have the
skills to solve.
Go out and help them solve thatproblem and, if you so, please
be the transformative guide thatsolves that problem.
(10:15):
And also in solving thatproblem.
You delivered a Trojan horsethat takes them all the way
through a full revolution of thehero's journey.
Or don't Keep marketing stufffor your ego and for the lessons
that you're learning on yourjourney, as opposed to the
problems that your clients arefacing, and wonder why you're
not signing clients.
That's fine.
I used to do that too.
I was hard-headed.
(10:35):
Everybody's got to learnsomewhere.
I still love you.
Thank you for listening.
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