Shania Clarke Podcast: How to tell your story and connect through video.
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Steve Werner: what’s going on everyone welcome back to grow your impact income and influence the number one place for leverage on the Internet and on podcasts today we are joined by Schneider and I is a YouTube expert.
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Steve Werner: But she actually left her job as a YouTube police to become someone who helps people tell their story and connect through video and get out of the friend zone I love that timeline so welcome to the show tell us how all this started for you.
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Shania Clarke: hi Thank you so much for having me i’m super excited to be here, so, as you mentioned, I was the YouTube police I got my first job out of university, I thought it was my dream company.
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Shania Clarke: I loved absolutely everything they did, and so I was super excited to start working for them.
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Shania Clarke: And the job I was doing was incredibly boring like To be honest, I was that person who, when you’re searching on YouTube and you see that.
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Shania Clarke: Like kind of pop up that says this video is not available in your country that was my job and that’s what I did for eight hours every single day.
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Shania Clarke: And I just felt so restricted with what I was allowed to do and the type of projects that I was allowed to work on that I just felt like.
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Shania Clarke: I was I had wasted four years of my life at university to do this job that I hated so much.
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Shania Clarke: And so I have always wanted to be an entrepreneur and kind of be my own boss, because my my mom grew up with her own small business and I just loved her how much freedom, she had with her time and her location and stuff.
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Shania Clarke: So I started learning about the online coaching space and coming from a marketing background it just seemed very natural to kind of take all of that knowledge and bring it into my own business.
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Steve Werner: So I want to know, like how long did it take for can’t YouTube did you like show up day one, and you’re like this is awesome i’m here and then like how what was the timeline like how long were you there before you’re just like this sucks.
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Shania Clarke: i’m probably a week like immediately the very first thing I was working on, I was like looking at spreadsheets for the entire day and I was like I don’t need to use my brain for this like Why am I here.
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Steve Werner: That totally makes sense, I mean I think a lot of.
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Steve Werner: Entrepreneurs a lot of people that are in this space like that they have that moment right they’re like Why am I doing this, I could do it so much better, I could do something and like that’s the moment where we like stand up when we raise our hand, so how long did it take you to quit.
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Shania Clarke: So it actually took me a lot longer than I thought it would take originally I wanted to be there for like three to six months and then find something else.
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Shania Clarke: But I think, also because I was probably new in the field and I didn’t really have a lot of.
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Shania Clarke: Like confidence or like know how to talk about my knowledge, and so I was applying for jobs for maybe six months kind of on and off, and I still had didn’t get any interviews or I didn’t get.
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Shania Clarke: I didn’t get a new position, and so I stayed at that YouTube policing job for probably a year and a half, like close to two years before I was able to start working with a startup company and then around that time I also started to take my business more seriously.
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Steve Werner: So okay let’s talk about because that’s I mean I feel like there are a lot of people who are in that position, the right I hate my job i’m gonna quit i’m going to do i’m going to be a coach it’s gonna be awesome and then they like never get like.
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Steve Werner: Take the step yeah.
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Steve Werner: So you stepped out on your own let’s talk a little bit about your journey at the very beginning, like.
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Steve Werner: how’d you start What did you did you like, did you put yourself online you obviously have marketing backgrounds, he knew a little bit about it on take us through like what what were the first like two to six months.
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Steve Werner: Well, it was a lot of fear, honestly, it was a lot of self doubt like I think with.
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Shania Clarke: Coming from a nine to five and like transitioning into entrepreneurship it’s a completely different mindset shift that you have to make, and because I was so conditioned to believe that the nine to five is the only route that’s available out there for.
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Shania Clarke: Like after university, I was so stuck in that mindset that everything needed to be perfect and everything needed to be streamlined before I could really move forward.
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Shania Clarke: So how can you overcome that.
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Steve Werner: Because that’s I hear i’ve definitely heard that I want everything and neat rows and, like all laid out, and I want to know what’s going to happen, how did you beat the fear and, like the OCD enos of I need a streamlined like roadmap system.
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Shania Clarke: yeah so I have always kind of like told a bunch of people about like what I wanted to do and, like the projects that I was working on.
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Shania Clarke: And I think part of it is because I just wanted to like keep people updated with what i’m doing, but then, deep down, it was also to kind of help them keep me accountable.
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Shania Clarke: So back in around August 2019 is when I had the idea to start my business, and so I was telling all my friends about how I wanted to quit my job, and like be will be my own boss, basically, and so, then.
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Shania Clarke: From there I started taking a course to kind of give me the foundations and kind of build up.
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Shania Clarke: That momentum a little bit and then in December, I still hadn’t even created an instagram account, and so, at this point, it had been about like six months of me telling people I was going to start.
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Shania Clarke: What no action or like no product to kind of support that idea so eventually in January 2020 my boyfriend was like.
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Shania Clarke: Okay you’ve been talking about this for so long, but like where is it and so kind of having someone remind me that this was a huge goal for me really helped me get going and kind of stop thinking that everything needs to be perfect and just start taking messy action.
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Steve Werner: Good that’s I mean that is.
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Steve Werner: Taking messy action is where you start to I mean as soon as you start taking action, the plan changes anyway, what I always tell people is, you can have the best like well thought out.
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Steve Werner: At page business plan, but the minute you take step one the whole plan is going to change, so you just need i’m big fan of the one page like five sentence business plan, this is what I want to do the zombie and do it, this is step number one.
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Shania Clarke: yeah exactly, and I feel like, especially with the coaching industry like you don’t really understand what it is you want to do until you actually start doing it.
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Shania Clarke: And until you actually start working with people so even like where my business started back in January 2020 is like completely different from where it is now so definitely a fan of taking messy action and just getting started as fast as you can.
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Steve Werner: So I want to hear like you said, your mom owned her own small business so were they supportive or were they like a take a nine to five, you went to university like how did that conversation go.
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Shania Clarke: yeah so i’m actually still in a nine to five right now i’m building my business on the side until it can get to a point where it’s it’s pretty like financially stable and stuff.
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Shania Clarke: And so, with my parents I don’t actually know if they really understand what it is, I do just because it is like so it’s so much of it is like based in the online space i’m not sure if they really understand like how that operates and stuff.
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Shania Clarke: But they’re they’re super supportive of it, they love that i’m able to still use some of my degree knowledge.
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Shania Clarke: into building this business, but I think for them, they always have that kind of fear that i’m not gonna be able to support myself until they start to see that my business is like really taking off.
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Steve Werner: Well that’s I mean that is fair.
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Steve Werner: yeah, and I mean honestly kudos to you for doing a nine to five and doing a business like there I.
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Steve Werner: I quit my job I moved to Las Vegas to found my business and I fell flat on my face.
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Steve Werner: I had to depend on friends live in their spare bedroom and like work my ass off to get successful.
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Steve Werner: And I don’t recommend that for anyone I always I tell people like at least get to the point where your business your side hustle is supporting 80% of your income.
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Steve Werner: Like if you’re making 100 K, a year and your job get your side hustle to 70 or 80 K before you go out because most people I don’t think can handle the stress.
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Shania Clarke: yeah definitely.
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Steve Werner: it’s it’s a big big thing so let’s talk a little bit about what you do so, you when your business started.
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Steve Werner: till now, what kind of iterations Has it gone through and what have you found is really helpful to people and what do you enjoy doing for them.
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Steve Werner: talk to me a little bit about that, because I know we’re talking about like YouTube and story and video and instagram so i’ll let you kind of take it from there.
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Shania Clarke: yeah so I love YouTube obviously I was working at a company there and I had a mini YouTube career back when I was younger, and so I always loved being on video and just kind of I don’t know it felt very liberating.
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Shania Clarke: creatively and also just like energetically being able to do whatever I wanted on video basically.
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Shania Clarke: But i’m also a huge introvert, and so the two and the two don’t really go hand in hand, very well with each other, and so, when my.
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Shania Clarke: Colleagues, and like even my friends or family would watch my videos there would always kind of be a disconnect for them, because in person i’m super quiet, but on these videos I was a very outgoing.
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Shania Clarke: And so, as I was, like starting to kind of get into like the coaching space I started realizing that.
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Shania Clarke: A lot of people, whether they’re introverts or extroverts also have that same fear of being on camera.
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Shania Clarke: And for a lot of them that was kind of the The thing that was holding them back from from getting visible and like attracting their ideal clients was that.
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Shania Clarke: They weren’t really showing up on video so that’s kind of where my business started and for the longest time I was really focusing on.
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Shania Clarke: helping people build their confidence to show up on video and how to kind of bring their personality into their business.
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Shania Clarke: And then over the last few months, I did another round of some market research, as I was revamping my one on one Program.
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Shania Clarke: And I kind of noticed that a lot of the people that I was talking to kind of like the bigger pain point for them was that they were struggling to sign clients.
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Shania Clarke: And it was because they weren’t building their authority or like showing up in a way that position themselves as the go to expert in their niche and so now i’ve kind of shifted my business a little bit more.
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Shania Clarke: Where i’m still helping people show up on video, but now i’m helping them use video to build that authority and to stand out from their competitors, so that they can be seen as like the expert in their ideal clients eyes.
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Steve Werner: So that I think that is key right like first it’s being comfortable and.
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Steve Werner: So many people never do video like they even have a hard time just posting on social media that alone doing video or putting themselves on YouTube But then when they do.
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Steve Werner: they’re too worried about being somebody’s friend, as opposed to I need to be the authority in the niche because the sound.
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Steve Werner: Quality is really where sales come from if you don’t want to I want people to hear this, if you don’t want to be.
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Steve Werner: pushy in your sales, then you have to be the Authority because authority you’ll automatically attract people and people just asked to work with you.
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Steve Werner: which is exactly what you want, so let me.
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Steve Werner: Let me ask you like, I think we touched on the biggest the probably the biggest mistake that you saw people making your biggest struggle was they weren’t establishing authority at all.
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Steve Werner: So I want to know how are they missed stepping and how do you help people like when you start working with somebody if they’re like okay i’m okay with doing video.
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Steve Werner: Is it a script that they need to use is it a testimonial is it something that they need to say what are some of the biggest mistakes and how do you remedied them.
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Shania Clarke: For people yeah, so I think one of the biggest mistakes that people make.
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Shania Clarke: With whether it’s showing up on video or just like starting their business is that they’re scared of what their peers or their.
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Shania Clarke: Family are going to think of them, and I know for me personally, I also had this huge fear that my friends and family were going to watch my instagram stories and just think that I was trying to be a want to be influencer.
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Shania Clarke: And so, for the longest time that really stopped me from showing up and it really.
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Shania Clarke: Affected like how I was showing up and like you could tell that I didn’t look confident and that I was super awkward and uncomfortable because of this thought was always running in the back of my mind and so.
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Shania Clarke: I think, with a lot of like new coaches as you’re starting your business you really have to work on your mindset and you have to figure out where these limiting beliefs are stemming from So for me it was stemming from.
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Shania Clarke: Wanting to kind of project this perfect version of myself online, so that people wouldn’t make fun of me, and one of the biggest shifts that I realized was that as hard as I try to like craft this narrative around, who I am and.
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Shania Clarke: Impact people’s perceptions of me I can’t change their opinions and I can’t change their preferences and if they don’t like.
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Shania Clarke: Like how i’m showing up or the energy that i’m putting out there there’s nothing that I can do that’s going to change that, so I would say, for everybody who’s struggling with showing up on video this is definitely.
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Shania Clarke: Probably a super common fear that’s holding a lot of people back so really trying to understand like where that fear is stemming from and how you can overcome it is super important.
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Steve Werner: Well that’s I think you’re you’re 100% correct I remember a couple probably four years ago, there was this lady that I met at an event.
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Steve Werner: And she wanted, she was so scared to do Facebook lives, she would do 15 takes of a video she just kept redoing the same video over and over and over on our phone.
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Steve Werner: because she wanted to be perfect and then she would use a third party service to make it look like a Facebook live and she would be on there to answer people’s comments.
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Steve Werner: And my thing to her was I taught chiropractors video at the time I was helping them do Facebook lives, this is 2017 I was like why don’t you just go live people will feel way more.
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Steve Werner: In rapport with you, if they see you make a mistake if they see you do saying run because they know that you’re human.
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Steve Werner: The second thing is when you are who you are like you like you said, like you, weren’t showing up confident you were probably like a little bit meek and like you were speaking differently, because you were trying to be something fake.
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Steve Werner: The universe doesn’t reward them everybody knows that you’re trying to be fake.
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Steve Werner: But when you just say this is, who I am, and this is what I do and I don’t care, whether you like it or not, one.
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Steve Werner: People appreciate that because you’re being authentic and transparent and to the universe is like cool that’s who you are.
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Steve Werner: If that’s who you are then will reward you now does test you a little bit of times too, but that’s part of the process, so what happened when you started just being yourself and being who you are.
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Shania Clarke: People started noticing people started noticing that my confidence was skyrocketing.
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Shania Clarke: I started building like more genuine relationships with people because we like I started talking about my life outside of my business.
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Shania Clarke: And a lot of people really connected with the fact that, like it was snowing here in April or that I, like some of my hobbies are like the things that I like cooking and so.
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Shania Clarke: Being able to like build those genuine relationships definitely impacted my business because now, I had like a pool of like warm leads to go off of instead of you know, trying to put like this robotic front up and then having absolutely nobody relating to that.
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Steve Werner: You definitely don’t look like a robot yeah.
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Steve Werner: yeah I think.
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Steve Werner: I mean that’s something that’s like the side benefit if you do attract people when you’re being robotic and fake the chances are you’re going to hate working with them.
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Shania Clarke: yeah exactly.
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Steve Werner: They came to you because they want an outcome, they don’t they don’t know like and trust you they’re not working with you because you’re the person they’re throwing money at everything.
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Steve Werner: But when you stand up and say this is, who I am and you’re polarizing and you don’t have to be Donald trump polarizing you just have to be like this is what I like this is, who I am, this is the way that I talk, this is the way that I do things.
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Steve Werner: versus like vanilla and like fake.
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Steve Werner: The people that you attract like you just said, your warm leads, they want to work with you, they trust you they’re going to give you the benefit of the doubt they’re going to be your best clients, which is really what you want to attract at the end of the day.
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Steve Werner: So tell me a little bit about success stories, like what are some of the people that you’ve worked with what have you helped them do and what are some of the outcomes that they’re getting.
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Shania Clarke: yeah so I started working with.
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Shania Clarke: One of my first clients was like a personal trainer and he is like super knowledgeable about what he does, but when the pandemic hit he had to shift, a lot of his business on to.
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Shania Clarke: Like online and virtual coaching and it was just completely new territory for him, because he didn’t really understand how to market himself or why it was so important for him.
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Shania Clarke: To build his credibility online when he already had a lot of credibility established from.
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Shania Clarke: Like the specific gym that he was working at so one of the things that we really worked on together was how to position himself as not only just a fitness coach but we even niche down a little bit further and.
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Shania Clarke: He started focusing on helping like recently injured athletes kind of rehab and get back into.
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Shania Clarke: Like the top performing state that they were in before their injury, so that was one of the things that we really.
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Shania Clarke: focused on and before, when he was working at the gym you know he had a very small pool of people that he was able to work with, because they were all local and so he was probably making around.
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Shania Clarke: I don’t know, maybe like one K two K months, but then, when he came online, he was able to target people who are all across the country.
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Shania Clarke: Some even all across North America, and he was able to go from one to two K months to seven to 10 K months consistently, and it was honestly all because he started showing up online more but also he started.
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Shania Clarke: Building his authority and started creating content that was attracting is ideal clients and was positioning them as he goes through fitness coach to work with.
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Steve Werner: awesome so I want to ask a question, because I think people they’re listening they’re like well yeah that works for fitness coach or that works for a guy who has a huge audience.
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Steve Werner: Well, I mean you said when he started he just had the people at the gym what was his audience size, when he started and is this mostly through Facebook or YouTube.
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Shania Clarke: This was actually entirely on instagram his audience size, when he started was probably.
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Shania Clarke: 400 people like he had 400 followers, but they were all like his his friends and like his family, and so they weren’t necessarily his ideal clients to begin with.
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Shania Clarke: And so we we work together a couple of years, maybe at the beginning of last year.
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Shania Clarke: But now his audiences at like 900 followers but I mean it’s not a huge number, but you know numbers aren’t always everything and they’re not really the metric to go off of.
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Shania Clarke: And so, even though he’s really only increased his followers by like a couple hundred he was almost able to eight times his revenue, because he was able to specifically target the people who were going to invest in his services.
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Steve Werner: So that’s That is exactly what I wanted to call out that’s, the key point, if you haven’t read 1000 true fans, have you read 1000 true fans.
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Shania Clarke: Yes.
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Steve Werner: I mean that is I preach this like if you’ve listened to the podcast forever, you know that I bring this up like every other episode, it is the key thing that will grow your business, it is not about having this big crazy massive REACH.
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Steve Werner: That helps sure, but you don’t have to be there to start start with a few hundred and if you’re putting the right people on the call with you in the room, with you on your instagram account, they will buy from you, and you can I mean seven to 10 K months I think everybody is pretty happy.
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Shania Clarke: yeah exactly.
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Steve Werner: started, that is a pretty solid revenue coming in, so talk to me a little bit, you said that he did this all on instagram I know you have an amazing.
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Steve Werner: Little like mini course template for people of how to tell their story on instagram tell us a little bit about it, and where they can get it.
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Shania Clarke: yeah so one of the biggest problems that i’ve noticed with new coaches, is that they don’t sell their offer enough, and the reason that they’re not selling enough, is because they think that they’re going to be too pushy or like too salesy.
00:19:48.810 –> 00:19:56.790
Shania Clarke: When they’re talking about their offer and again the reason they think they’re going to be pushy and salesy is because they don’t have a solid strategy behind it.
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Shania Clarke: And when you don’t have a strategy and you’re going into things blind you’re going to feel.
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Shania Clarke: Like zero confidence behind you and you’re just you’re not going to really know how to approach it.
00:20:07.320 –> 00:20:19.050
Shania Clarke: So i’ve kind of created this roadmap or script on how you can talk about your services on instagram so that you can effectively communicate the value of what you do and who the offer is for.
00:20:19.740 –> 00:20:33.990
Shania Clarke: And so, in the script there’s about three to four different scripts that you can kind of cycle through that works to build your authority and also offers you an opportunity to pitch your services at the end, and also on how to.
00:20:34.770 –> 00:20:43.740
Shania Clarke: kind of communicate like what it is that you do in a way that builds urgency and helps your ideal clients realize that they have a problem that they need solving.
00:20:44.730 –> 00:20:47.700
Steve Werner: awesome and where can they grab this template.
00:20:48.270 –> 00:20:59.280
Shania Clarke: yeah you can find this template in the show notes for this episode or, if you want to follow me on instagram you can follow me at Schneider Clark co and it’s just there in my bio too.
00:21:00.120 –> 00:21:09.870
Steve Werner: awesome that is perfect um I think you I mean you and I are very aligned on what attracts people and how you should interact with people.
00:21:10.290 –> 00:21:19.770
Steve Werner: it’s really not about the size it’s just about connecting with the right people putting yourself out there, showing up with confidence certainty some clarity that’s what people want the end of the day.
00:21:21.150 –> 00:21:21.660
Shania Clarke: Actually.
00:21:22.200 –> 00:21:29.220
Steve Werner: I want to thank you so much for coming on and sharing your story and your knowledge is there anything you would tell somebody listening if they’re like.
00:21:29.610 –> 00:21:39.450
Steve Werner: I don’t know if I should do video I don’t know how to stand out i’ve been trying this coaching thing for a couple years it’s not working, all that well if you could sum everything up into one or two sentences What would it be.
00:21:40.140 –> 00:21:42.060
Shania Clarke: Oh, my gosh there’s so much I could say.
00:21:43.290 –> 00:21:54.030
Shania Clarke: I know this sounds cliche but it’s a journey um I feel like you have to really like when we think of success we think of like we are on one side and then successes like.
00:21:54.450 –> 00:21:58.500
Shania Clarke: In the middle or something like that, but I think the way it should be kind of.
00:21:59.040 –> 00:22:06.750
Shania Clarke: represented is we start at one end in the middle there’s like this huge Gray pit where it feels like we’re drowning and it feels like we’re just.
00:22:06.960 –> 00:22:18.930
Shania Clarke: So overcome with doubt and then, on the other side of that is success, and so you really have to work through that pit of despair and frustration in order to get out on the other side, but sometimes people’s.
00:22:19.860 –> 00:22:30.060
Shania Clarke: people’s struggles are longer than others, sometimes it’s shorter, but no matter what, on the other side of that is success, so what I would say to people who are just getting started and who are feeling frustrated or.
00:22:30.270 –> 00:22:39.060
Shania Clarke: Like nothing is happening for them fast enough, I would say to not quit and just keep going because success is going to happen to you one way or another.
00:22:39.990 –> 00:22:48.450
Steve Werner: awesome show tonight Thank you so much for coming on to everybody else out there until next time take action change lives and make money we’ll see you soon.
00:22:53.370 –> 00:22:54.840
Steve Werner: Alright, we are good.
00:22:55.650 –> 00:22:57.360
Steve Werner: Nice cool.
00:22:57.870 –> 00:23:00.090
Shania Clarke: Good conversation and.
00:23:00.600 –> 00:23:02.850
Steve Werner: I like it um thanks.