Need help understanding how to use keyword research and analytics?
Listen in as we help today’s guest, Flip Your Life member Valerie Roper use keyword research and analytics to target her niche more effectively.
Thanks to her mother’s influence, Valerie has found great interest in fitness and nutrition even at a young age. Unsurprisingly, she has now steadily built her credibility and expertise in Integrative Nutrition, Holistic Health and Fitness Training.
She faced her crossroads a year and a half ago, when she had gotten engaged and later needed to go through a major surgical operation. As her wedding day dawned closer, she had decided to clean up her act and stay laser-focused to get back in shape quickly.
Her efforts did not go unrewarded, at her wedding, she looked and felt amazing. This made her think about others who are likely struggling with the same problem, how do you live a healthy lifestyle and look amazing in your wedding photos?
This turned out to be her calling, and now her website, ValRoperWellness.com, has turned into an abundant source of content for women who need help losing weight quickly and healthily by offering well thought out recipes and exercise plans to achieve their goals.
Here’s the problem, Valerie has been pouring her heart into creating helpful and informative content, but isn’t getting the attention it deserves. So, we’re going to help her out, share our strategies to get more traffic and take her wedding fitness site to the next level.
You Will Learn:
- Taking advantage of target market timing
- Importance of keyword research
- How does analytics software work
- Creating content vs. curating content
- Plus so much more!
Links and resources mentioned in today’s show:
- Valerie’s website & blog
- FL podcast episode featuring Shon Gerber
- Evan Burse’s Website
- Flip Your Life Community
- Flipped Lifestyle’s Patreon Page
Enjoy the podcast; we hope it inspires you to explore what’s possible for your family!
Click here to leave us an iTunes review and subscribe to the show! We may read yours on the air!
Patreon question of the week from our Q&A with S&J YouTube series:
Patreon question of the week from Q&A with S&J YouTube series. This week’s question is from Lisa. She says, “I’m having trouble determining if my product is a Need or a Want for my audience. How can I tell?”
And if you would like to watch all of our Q&A with S&J videos, head on over to flippedlifestyle.com/YouTube, and subscribe to our YouTube channel.
To ask a question for the Q&A with S&J YouTube show, you can do that over on our Patreon page at flippedlifestyle.com/patreon.
Click on the image to Listen on iTunes:
To learn more about working directly with Shane & Jocelyn in their Flip Your Life community, visit: https://flippedlifestyle.com/flipyourlife
Join HUNDREDS of entrepreneurs from around the world pursuing the Flipped Lifestyle online!
Success Story of the Week:
This week’s featured success story is Karen. She writes in her subject in the Flip Your Life forums, “My First Annual Member,” with two exclamation points, not one exclamation point. This is two exclamation points – like super excited.
“I’m so excited to share that I’ve just had my very first annual member join my community. I’m doing such a happy dance. What you guys are teaching here really works. Can’t thank you enough, Shane, Jocelyn, and a whole Flipped Lifestyle community.”
Karen is one of our awesome members, one of our most active members in the Flip Your Life community and this is an awesome success story. It is amazing to see these people make these big annual sales and we’re just super proud of you Karen for everything that you are doing with your online business.
We would love to help you write the success story for your online business.
At the end of today’s show, head over to flippedlifestyle.com/flipyourlife where you can learn more about building and growing a successful online business with the help of our Flip Your Life community.
Can’t Miss Moment:
Before we get into the can’t miss moments, here’s a photo of us on our wedding day 😀
Today’s Can’t Miss Moment is a trip to the movies. Recently we took Anna and our niece, Abby, to the movies to see The Beauty and the Beast movie, and we all had a fantastic time! I mean, really, who doesn’t love this movie?
You can connect with S&J on social media too!
Thank you for listening!
Thanks again for listening to the show! If you liked it, make sure you share it with your friends and family! Our goal is to help as many families as possible change their lives through online business. Help us by sharing the show!
If you have comments or questions, please be sure to leave them below in the comment section of this post. See y’all next week!
Can’t listen right now? Read the transcript below!
Jocelyn: Hey y’all! On today’s podcast, we help Valerie take her wedding fitness site to the next level.
Shane: Welcome to Flipped Lifestyle podcast where life always comes before work. We’re your hosts, Shane and Jocelyn Sams.
We’re a real family who figured out how to make our entire living online. And now, we help other families do the same. Are you ready to flip your life? Alright. Let’s get started.
Shane: What’s going on everybody? Welcome back to the Flipped Lifestyle podcast. It is great to be back with you again this week. For those of you who are new to the Flipped Lifestyle podcast, welcome! This is the place where we help you figure out what to do next in your online business.
We’re not your typical online business podcast. We do not do expert interviews, or bring on A-list guests who are promoting their latest book or course. We bring on real members of our Flip Your Life community. Real people building real online businesses, and we help them on the air take their business to the next level. And then we let you guys listen in so that you can take your online business to the next level as well.
Jocelyn: Before we start chatting with today’s Flip Your Life community member, we’re going to read our Patreon question of the week from Q&A with S&J YouTube series. This week’s question is from Lisa. She says, “I’m having trouble determining if my product is a Need or a Want for my audience. How can I tell?”
To hear the answer to today’s question you can click the link in today’s show notes, and if you would like to watch all of our Q&A with S&J videos, head on over to flippedlifestyle.com/youtube and subscribe to our YouTube channel.
Shane: And if you would like to ask a question for the Q&A with S&J YouTube show, you can do that over on our Patreon page at flippedlifestyle.com/patreon.
Now, let’s jump into our interview with our Flip Your Life community member, and see what questions they have for us today.
Our guest today is Valerie Roper. Valerie, welcome to the show!
Valerie: Thank you so much, I’m so excited to be here!
Jocelyn: Yeah, it is great to talk to you today. We’re talking about something that is a little bit near and dear to my heart, which is women’s fitness. I have been involved in fitness for, well, quite a long time actually. Not professionally, but just more from an enthusiast standpoint, I guess you would say. I was thinking this morning, I went to step aerobics class at the gym, and my very first step aerobics class was in 1997, which means I’ve been doing step aerobics for 20 years. Which makes me–
Valerie: That is awesome.
Jocelyn: –which makes me both happy and kind of sad because I’m getting old. But I’ve had a very, I guess you could say, up-and-down relationship with fitness over the past 20 years, and I used to work at a gym.
Shane: You are in her will house, Valerie. You are in her will house,
Jocelyn: So we’re excited to talk to you today, and you have a lot of good stuff going on already, but tell the audience a little bit about you, about your background, and what you’ve been doing online so far.
Shane: Like how you got into this wedding fitness kind of website deal.
Valerie: Okay, sure, let’s see. I’m a certified health and wellness coach, I’m also a certified personal trainer. I’ve always had an interest in fitness and wellness and health probably because my mom taking me to Jazzercise when I was a kid. She set a really good example for me. Jocelyn, you are setting a good example for your kids, too. But that is how I got interested in it, and I’ve been doing that really more as a hobby than anything else for the past few years. And then, about a year and half ago. I got engaged, and I was laying in the hotel room in Bangkok Thailand at 3 in the morning because of jet lag.
Shane: Was it your honeymoon? Was it your honeymoon?
Valerie: No, no, this was when we had gotten engaged. That was our engagement trip. I was thinking, “Oh, wow, I’m getting married, I better step it up a little bit and make sure I’m in my best shape possible.” And then, that got me thinking about all of my other friends who had gotten married, and those people, brides-to-be that I’ve known. We all want to look our best for our wedding day, I think that’s just natural. And I had struggled for a long time to come up with my niche, and so far all I had gotten to was I wanted to work with women, which isn’t really very specific. But, it’s like I had an epiphany. I thought oh my gosh, this is what I need to do. I need to work with brides-to-be. That is how the business idea came up. I got my website up and running a year ago this month. I started out just trying to build credibility, and create a presence for myself online with a blog and that sort of thing. And so, that is what kind of where I am today.
Shane: I’ve got a couple questions for your follow-up, but this reminds me when we got married, way back in the day. How long have we been married? Thirteen years? Fourteen?
Jocelyn: Yeah, so, it’s been almost 13 years.
Shane: I should know that, and I’m probably going to get in trouble for not knowing that. I do remember– oh, we need to share a wedding picture on this episode, too. Because Jocelyn was gorgeous on our wedding day. She is still gorgeous, but man, listen she would knock it out of the park.
Jocelyn: Let me tell you a little story about my wedding dress. When we got engaged– which is a funny story in itself, we told it before.
Shane: We got engaged on the phone.
Shane: We totally got engaged on the phone.
Valerie: I know I’ve heard the story.
Shane: What happened was, I got a job as a football coach and a graduate assistant at West Virginia University. But the problem was, the head coach was like, “Yeah, you got to be at work like tomorrow.” So I’m like, “Oh my gosh.” Jocelyn and I were living in separate places. She was in Lexington, I was in my hometown. I called her, and I was like, “I’ve got to go and we’ve got to get married. We can’t be a part. We’ve got to get married so I’m asking you to marry me on the phone.”
Jocelyn: So I was like, “Okay, let me look at my calendar. I think that we could do this maybe like, July 3rd.” He’s like, “Yeah, I think I’ve got off–”
Shane: “Yeah, I think I’ve got off that day.” Like I had July 3rd and 4th off, and then the rest of the season was over. We ran and got this planned together. We actually went to the mall, and Jocelyn picked out her own ring because we had no time for me to go do this. We went and got married, and then we drove 13 hours back to West Virginia because I had a staff meeting.
Jocelyn: That my friends, is what you call “No-mance”.
Shane: That is no-mance. There is no romance involved in that story. Okay, anyway fast forward, we’re getting there to the wedding.
Jocelyn: Train derailed. Once we mutually decided to get married, I had to start looking for dresses over in Western Kentucky, which is where my parents live. My mom and I were going to go looking for dresses. Well, the dress that I found that I wanted it, it was slightly too small. I could not zip it. I was determined that I was going to get into that thing, and I did!
Shane: And she did. She ate salad and worked out every day relentlessly for I don’t even know how long to get into that dress. And man, I’m glad you did.
Jocelyn: That was very risky though. It’s to buy something that you know is too small, and to think you’d get into it.
Valerie: But a lot of brides do that though.
Shane: I know, my point is though– train back on the tracks– the whole point was, when we saw your niche– and you’re from Georgia and we’re from Kentucky, so we say ‘niche’ down here, not ‘neesh’— when I saw your thing, I was like, “Man, that happened to us.” And if there had been something there for Jocelyn to join back in the day, I’m sure she would have done that to get help because we do that now.
Jocelyn: Back into 2004, there probably weren’t a lot. I mean there were probably some, but probably not a lot of online options. I mean it would definitely be appealing to me. I’m actually a member of a women’s fitness community right now, and the person who leads that community, she does plans for people who are getting married.
Shane: We know that people are doing this online. With that being said, is your site monetized?
Valerie: Well, in theory, it is. I do have a program that is currently like an online program there that is for sale. I do offer one-on-one coaching, which can be done remotely, but it is not a truly online thing. Somehow, a kind of different level.
Shane: Has anyone bought the program online?
Valerie: Some friends and family have bought it. And then back in January, I made one completely unexpected organic sale, and I almost had a stroke. I can remember, it was kind of like, “Where were you when Elvis died?” I remember exactly where I was when I got that email from Gumrose, you’ve got a sale. I almost had a stroke. I was sitting in the airport. I was so excited. Anyway, so I made one just completely natural not-prompted-by-me-in-anyway sale.
Shane: That is amazing and we always say in the community, if you can find one, then you found something because there are 4 billion people on the Earth connected to the Internet. If you can find one, you can find a hundred and one, you can find 1001. They are out there.
Jocelyn: We were just talking about this yesterday, about a completely unrelated topic. But usually, if you can get somebody to buy, you’re not having a sales problem. It is a marketing problem.
Shane: Your thing exists, you know that an avatar actually wants and buys this thing from you. Now, the logjam is how are you going to get it in front of other people like that person. And I think that that’s where this discussion will kind of flow to.
Jocelyn: I have some ideas of things that we need to ask about. But before we get there, what did you have in mind for where you wanted this conversation to go? What was your question for us?
Valerie: Well, very similar to what y’all just mentioned. How do I get more people to my site, and get more people to opt in for my email list, and so that is my first question. And then, from the time that I came up with this business idea, I thought like a membership. I don’t even know if I need to call it a membership group, but the concept of it was in my head and I thought, “Oh, that would be so cool. I wonder if that really is a good model that would work for me with my business.”
Shane: Are you running ads right now? Have you ran an ads of any kind to this plan?
Valerie: I have done a few Facebook ads. I’ve tried to boost some blog posts, I ran a couple Facebook ads for free challenges that I’ve run to try to–
Shane: Did people join?
Valerie: A few. It wasn’t very successful, but I also didn’t really know what I was doing so I just listened to one of your podcasts the other day with– I can’t remember who it was with, but y’all were talking about Facebook ads and targeting. Oh, I think it was Shon Gerber. But anyway, so I was like, “Oh, yeah, I’m pretty sure I did all that wrong.”
Shane: Right, exactly. I think that where we need to start with is the bigger, broader question of “Is this a membership site?” Because that is an important question, and people always come to us, and they’re like, “Man, everything can be a membership.” Not always, some things are not a membership. The challenge with this specific niche is number one, this is a timing issue. People only get married once, or a couple times in their life. When they do it, it’s like, “Okay, we got engaged, we’re getting married on this day. I have from now until then–” that is your window to open up to get hold of these people. They’re probably not going to do it afterwards with this specific product.
I think we need to look at your offer really hard here, and say, one, the wedding thing is probably not a membership. That is a seasonal challenge product. Maybe, you can catch people–
Jocelyn: Maybe up to a year, or maybe 18 months for people who are really good planners.
Shane: Yeah, but some people are going to be like, “I’ve got eight weeks, I’m getting married and the dress won’t zip.” I think that that would be more of, “Hey, are you going to be married in March?” Your marketing is going to roll like this. You’re going to advertise in January with a thing that says, “Hey, are you getting married in March? Join my challenge.” And then in February, you’re going to say, “Hey, are you getting married in April? Join my 12-week challenge.” You’re going to sell the challenge on a rolling basis throughout the year, trying to catch people when they are going to get married.
So it is not necessarily a membership, but it can be a “Join my challenge for $99 or 3 easy monthly payments of $50 to get them to $99.” There is a monthly component to it, but it is not going to be a pure, “You’re a forever customer.” Now, that being said, you’re going to need another product after they get married that says, “Hey, you just worked really hard to look good for your honeymoon, and your wedding. Now, we’re going to maintain that.” That I think, off the back end of your wedding deal, would be where your longer-term customers go. So if you sell 100 of these wedding deals, then maybe you’ve got, on the back-end of that, every time you sell a hundred, 10 people stay around. Yeah, you build a fitness community on the back of that, is probably what you will probably do.
Shane: And you are probably also going to be able to re-market to people in a way later on that is like, “Okay, what happens when people get married?” Well, then they have babies. Now, these same people on this customer list, you will be able to market later to, to say, “Hey, you just had a baby. Let’s get back in shape.” There is other things that happen beyond this that are not necessarily a membership, but these are still recurring customers.
Jocelyn: Yeah, and I wonder if this is not a type of product that is a one-off sale, but that you can support in a membership way. What I mean by that is there is a person that I follow and I actually have purchased some of her plans, and she basically sold you the plan, and then you have access to an exclusive Facebook group. So you can talk to each other.
Shane: It is a community.
Jocelyn: She even pops in from time to time and talks as well. But it is basically just a support group. I wonder if that might be like a good start for this.
Shane: And also, a lot of people think that you have to use a forum, or you have to use this one special group in Facebook that is always your membership area. What happens is you will probably say “Okay, hey, January, New year, we’re kicking off, we’re and getting married in 4 months or whatever. This is our April wedding group. You would start a thing that said, “Getting married in April,” or “Val Roper fitness, April 2017 for April Brides,” right, exactly. And you would put anyone that join for this next period, but then leave that group alone, and you just start a new group the next time for your new customers. Because now all those people will always be together, and they will always remember this good experience, and then whenever you launch a new product, you can just go drop it in all your little groups as you go.
Valerie: Oh, okay.
Shane: You see what I’m saying? I think that that is going to fix your problem, because you just said, “How do I get more people? How do I target these people?” This is a timing targeting issue, not a necessarily, wedding issue. You’ve got to target people based on when they’re getting married.
Jocelyn: Yeah, I think that you have a lot of good things going on. Your site looks very nice and professional. One thing that I would say about that is I would like it to be a little bit more obvious that it is about fitness. Like just looking at it, it sort of looks like a photography site. It sort of looks like a food site, I don’t really know what it is. From a branding standpoint, you might want to think about that.
Shane: It would be awesome to see a picture of a bride flexing. She would be standing, like in one hand was her bouquet, and she would have her arm flexed or something. Because one of your big opt ins here is, basically your arms will look great in your wedding dress. It would be cool to see something tie that together just so people know this is where I want to be at.
Jocelyn: Yeah, and what kind of content are you doing right now, as far as are you blog posting? How are you regularly getting content out? I think you have mentioned in your questionnaire they were doing a semi-regular blog post.
Valerie: Yeah, when I started the site, I started doing weekly blog posts, and then as people would get on my email list, which of course first was just friends and family members, but they would get a weekly newsletter saying, “Here is my next blog post, it is about this and that,” and maybe give a couple of expert tips about something. But people are not finding it, and I spent so much time on this blog posts. I tried really hard to make them helpful, and educational, and bring some value.
Shane: What are they about though? What are they about?
Valerie: They’re all about things related to getting healthy for your wedding. About nutrition, and exercise, and how to make it work in your life for a busy bride.
Shane: Okay, here is the trick though with keyword research. We’ve got to do some keyword research here because they may be searching for that, and that is on their list. But what you’ve really got to think about is how can I get in front of someone who I know is planning a wedding first? When I’m doing research here, I’m looking for things like getting in shape for my wedding, and things like that, and there are some searches, but there is also like 40,000 searches a month for wedding planning. Wedding planning checklist, that’s 22,000 searches a month on average with a huge spike in January of 33,000.
So I’m wondering, if you couldn’t branch your free content out kind of away from these topics. You can even hire this out; you don’t even have to write all these articles. But I’m wondering if you could do some things “Like hey, here’s a wedding planning checklist. Here are Wedding ideas.” Like destination weddings. That is totally in line with what you are doing here because these people are flying to the Caribbean to get married. They want to look good for their trip and their wedding. If you can think a little bit outside just the cloud of the fitness thing–
Jocelyn: –and find ways to incorporate that in what you are writing.
Shane: Yes, exactly. After you give them the wedding checklist, then you say, “Hey, don’t forget. You are going to be wearing a wedding dress and taking pictures that you’ve got to look at for the rest of your life.”
Jocelyn: Yeah, and I see that you’ve done that a little bit, the must-have kitchen tools. Things like that are good. What has been your most popular posts so far?
Valerie: I have no idea.
Shane: That is important.
Jocelyn: Yeah, you need to be looking at that for sure.
Shane: Do you have analytics? Do you have any kind of analytics on your website?
Valerie: Technically, yes, it is connected to my website, but I do not understand Google analytics, and I have not figured out how to use it yet.
Shane: Okay the main thing we’re just looking for is what is organically getting your most content, then it gives you an educated guess of, “Oh, well that is how people are finding me.”
Jocelyn: Yeah, it is a little bit confusing when you going in to analytics, but pretty much all you have to do is just sign in and click over on the left-hand side that says “Behavior,” and that is what to tell you what pages people are clicking. What are your top 10 pages.
Shane: To get more people to your site, we are going to have to run ads, but that is going to have to be strategic and we’re going to have to have better content to point the ads at.
Jocelyn: And not only that, I think another important thing that people in this space specifically is having a good social media presence. I feel like it is really important in this space. The girl that I follow, she is like an Instagram Queen. That is how she gets her name out there. I think that I actually found her through Google, because I’m not a big Instagrammer. But I found her by searching for “If It Fits Your Macros,” because that’s what kind of eating plan I was wanting to do at the time. Just have that in your mind. Where are these people hanging out? Maybe they are not people who typically would read a blog post.
Shane: Also, I want to stress again, I don’t think you’ve done the proper research and have not thought outside the box enough on what you should be writing about. You are focusing totally on what your product is about, and not necessarily casting a big enough net to catch brides, because when I look for things like– I did just did a quick search for ‘fitness wedding’ and ‘lose weight before my wedding,’ these searches are getting 300 a month, 720 a month. That doesn’t mean that the people don’t want it. What it means is people don’t understand what their problem or their solution is.
They search for symptoms of their problem. Your brides are going to have different symptoms. They’re going to have, “Oh I’ve got to get my invitations, I’ve got to plan, I’ve got to do this, I’ve got to do that.” One of their symptoms is going to be the fitness thing that is important. But they may not know how to search for that. They don’t know how to search for a macro nutrition plan to lose weight to get into my wedding dress. They don’t know the things you know. We do know that they are searching for wedding planning guide, something like that.
If that is more of their free angle, let’s say we catch 1000 people on our stuff like that, then maybe we convince 100 of those people to buy. Now we’ve got something strategically to go with it. We can say, run an ad to get them to the wedding planning stuff, or the wedding comments area, or the wedding whatever, and then all of your other materials, when the pixel them, when we get their email, we’ll promote “Get in Shape for Your Wedding Dress.” Does that make sense?
Shane: You sound very overwhelmed.
Jocelyn: Yeah, we kind of had a lot of information.
Shane: I’ve also had a lot of caffeine today so I’m really hyped up if you can tell.
Jocelyn: So let us just kind of take a little breather here, and what you think about all this stuff that we had thrown out so far? Do agree with that? Is it things that you’ve thought about before, maybe something that you tried?
Valerie: Well, I definitely know that something is not working to get people to my website and/or opt in, because I literally have 64 people on my email list right now and it has been a year. I’ve very consistently posted for the first 12 months. I have wondered, if there is some way I should be making this even more wedding/bride-centric, but my concern is I don’t know how to plan a wedding. My husband planned our wedding so, I’m going to be a lot of help with folks in that area.
Shane: But that’s okay.
Jocelyn: I don’t think you have to know that necessarily.
Shane: No, you don’t. Because you can do one of two things with content. You can create it or curate it. I’ll give you an example. I go back to this guy all the time because he’s done some amazing things online. A member of our community, Evan Burse, the cartoonblock.com. He basically, for a year and a half, just created a Facebook page and a YouTube channel, and it’s all he did online.
But on his Facebook page, he grew it to hundreds of thousands of people and he never posted almost any of his own material. He only posted other things. So, maybe it’s not necessarily just your blog. Maybe it’s not just your website content. Strategically, you find a great wedding planning thing, and you share it on your Facebook page that people follow about weddings. Or, you have a wedding Facebook group.
You start a Facebook group called “Getting Married and getting fit,” or something like that. And all things in between. You just share anything you find about weddings. You curate that stuff. You can even write blog posts that are basically, “Hey, I found this great article here in this magazine about this. Check it out. And you are attacking those keywords with a quick paragraph describing something you were pointing to, but it is a way to strategically point people to stuff that you can promote, basically.
You can curate content that you don’t know about. You can even go on Fiverr and stuff and hire people. Just say, “Hey, I want a wedding Planning checklist. Go write it for me.” You can provide the material from the experts or someone you have researched it for you, and then it is still your content, and it’s still something that you can point people to.
This doesn’t have to be everything you do. If we decide that one of the best things that we could ever target was that wedding planning checklist, you could get one made, one time, a really good one. Have it professionally made by someone that researches it and knows what their doing. Then you start an ad, and you just run an ad at all times and say, “Hey, I’ve got a great wedding planning checklist, click here.” When they go to website, every single person that pixels from ad, you know is getting married.
The next ad they receive from you is an ad that says “Hey, I know you getting married, would you like to lose 10 pounds before your wedding day? Click here.” That is what you’ve got to do, is strategically get a few pieces of content that you know only people that are getting married would look at, and then once we pixel them, we can attack them with another angle of “Hey, I know you’re getting married, let us look good for it.” Strategy is the issue here, not necessarily anything you are doing, basically.
Jocelyn: Alright, Valerie, we’ve thrown a lot of stuff out to you so far. What else can we help you with as you are thinking about going forward?
Shane: Because you are not overwhelmed enough. We totally need to throw some more at you, right?
Valerie: Right, I may be too overwhelmed to come up with another question. Okay, so actually I have that sales funnel. What if I still have it as far as… what my sales funnel should look like?
Shane: It’s good to start with your content.
Jocelyn: Yeah, so basically, your free content, you just want to lead people to the next logical step. If you have a blog post for another type of content, you want people to then give you their email address. Generally, that piece of opt in bonus content will be something that is related to the free content. Maybe your free content is–
Shane: –the checklist, or whatever.
Jocelyn: Then you have them opt in for the next step. And then once they opt in, you need to start sending them emails. We actually have a training about auto responders. It will take you through, I think it is the first seven or eight emails that we used to write, and we have a template there for you that helps you to write them. The purpose of doing that is to get people closer to making a purchase with you.
Shane: It is not a bait and switch. That is a terrible term. It is more like, I’ve got to find wedding people. Your sales funnel might look like this: we get a piece of content made that we know only a bride-to-be would look for. It is probably not going to be exactly the fitness thing.
Jocelyn: But it might be.
Shane: But it might be. We’re going to research this, and say, “Okay, this is the pillar post that we need to create.” Your sales funnel then says, “Ads, we are going to have to pick women who like certain things like getting married, or maybe they are looking up bridal shower things, or wedding dress designers, whatever.” We figure out our ad targeting, and we push them to that. Your opt in is the checklist, or the whatever.
When they get into that, you’re going to have to change the conversation, basically in your email autoresponder. Or in your next ad that these people see. Your sales funnel starts with a broad group of brides, they are looking for different things. Some might be the reception, some might be planning their thing, some might be looking for a dress, some might be fitness. You’re going to have more than one ad eventually pointing to four or five pillar posts.
Jocelyn: For now, let’s start with one.
Shane: Yeah, but I’m just talking about the big sales funnel. All your traffic goes to these posts. They get the freebie for those post. But the second email in your thing is going to change the conversation. It is going to say something like, “Hey, I hope you enjoyed that–” whatever “– that I just gave you for free. Have you been thinking about getting in shape for your wedding?” Then, you start rubbing those pain points. You start saying, “Remember, you are going to be in front of everybody you know. If you are on a destination wedding, you’re going to be on a beach. Your honeymoon as right after the thing. These pictures are going to be with you forever.”
You’re going to have to frame the problem, agitate that a little bit for these people because they came in as a bride who are thinking about one thing, but then you’ve got to change that conversation to fitness. At that point, it is, “Hey, here is my free whatever. Did you know you can lose 2 pounds in a week if you follow this plan?” You’re going to give them a quick result.
That is the next phase of your sales funnel, and then you’re going to say, “Hey, if you’re getting married in whenever, I’m opening a challenge this week. You need to join it. You’ve only got eight weeks left or whatever, to get married.” That is how your sales funnel’s basically going to flow. We do everything we can to find a bride, not just a bride who wants to be fit. And then, we change the conversation in the sales funnel to, “You are fit,” and if we can get 10 out of 100 brides to do the fitness program, Bam, we’ve got a business that actually makes money in real-life not just in theory.
Valerie: Right, which would be nice.
Shane: It would be nice. And we can go into the forums. I think this is a very deep one, because you are in a strange spot in your business. You are not the beginner. You’ve got your website, you got your structure, you’ve even got your product. You are in that intermediate phase where you’ve learned everything, and you’ve taken action, and you’ve been grinding. But all of our focus must shift now to promotion. So we can make the money. You’ve got your 11-cents moment, you’ve made that first money, now let’s go replicate that a couple hundred times, and make some real money. Okay?
Valerie: Yeah, definitely.
Jocelyn: Alright, Valerie, we have had a great conversation today. I hope that it helps you to know what you need to do to kind of move this thing forward. Before we end our calls, we always ask our guest to tell us one thing that you are going to take action on in the next day or so based on what we’ve talked about here today.
Valerie: Okay, I think definitely, the next thing I will do is really think about how to broaden my reach or cast a wider net for that kind of brides in general. To start bringing more people into the top of that funnel.
Shane: That is perfect. I think that is a great first step because then, we will have more people, which gives us more chances to get emails, which gives us more chances to make sales. And post in the forums when we get off here, keyword research for wedding fitness site. We can kind of go back and forth on that because I’ve actually written down a few right here as I’ve been researching while we’ve been an online, and we’ll talk about it more in the forums, okay?
Shane: Okay, awesome. All right, Valerie, this has been a great conversation. Love your niche. You’ve done an amazing job. Your website is beautiful. You’ve made that first sale, which is a huge step that 90% of people never even get to. So congratulations for that, and we cannot wait to help you take this thing to the next level.
Valerie: Thanks y’all. I’m so thankful for your help, and your advice today, and the group. I’m very optimistic knowing that I have y’all helping me.
Shane: Alright, guys, that wraps up another call to one of our Flip Your Life community members. If you would like to become a member of our Flip Your Life community, head over to flippedlifestyle.com/flipyourlife, and we can help you with your online business as well.
Jocelyn: Alright, next, we’re going to move into our Can’t Miss Moment segment, and these are things that we were able to experience recently that we might have missed if we were still working at a nine normal 9-to-5 job.
Today’s Can’t Miss Moment is a trip to the movies. Recently we took Anna and our niece, Abby, to the movies to see The Beauty and the Beast movie, and we all had a really good time. It was just the girls, and the moms and dads. Isaac and his cousin Caleb, they stayed at home playing some kind of video game, they didn’t want to go see the girl movie. But this was actually on a Saturday. Some people might say, “Well, anybody can go to the movies on a Saturday. Well, that is true. But when we used to work for other people, we had a lot of things to do on the weekends. We would have to mow the yard, we would have to do laundry. We would have to do things around the house that we didn’t have time to do during the week.
We also didn’t have the energy to do so. Just going to the movies on a Saturday, we let Anna wear her little Beauty and the Beast dress, she wore some high heels, she thought she was really hot stuff, going into The Beauty and the Beast movie but just those little things are those Can’t Miss Moments that we just really liked to talk about because our life is so much different now than it was before.
Shane: And even before when a movie would come out like that, or sometimes a big special movie we would always go and do the popcorn and the candy, but man, it is expensive to go to the movies. We’re talking 50, 60 bucks by the time you get your snacks and actually get in there. Not counting the Beauty and the Beast dress that Anna had to wear, and getting her high heels so she could look like a princess. There were many times, we would skip movies, and wait until they came out like on DVD, or we would wait until we can rent them maybe online or something like that. We would cook our own popcorn at the house, but we don’t have to skip those movie experiences now because we can afford to do those things, and all that is possible because we started our online business.
The Flip Your Life podcast is not just about our Can’t Miss Moments, guys. We are all about our member success. We wanted to share a member success story with you today.
This week’s featured success story is Karen. She writes in her subject in the Flip Your Life forums, “My First Annual Member,” with two exclamation points, not one exclamation point. This is two exclamation points – like super excited.
Jocelyn: It says, “I’m so excited to share that I’ve just had my very first annual member join my community. I’m doing such a happy dance. What you guys are teaching here really works. Can’t thank you enough, Shane, Jocelyn, and a whole Flipped Lifestyle community.”
Shane: Karen is one of our awesome members, one of our most active members in the Flip Your Life community and this is an awesome success story. It is amazing to see these people make these big annual sales and we’re just super proud of you Karen for everything that you are doing with your online business.
Jocelyn: We would love to help you write the success story for your online business. At the end of today’s show, head over to flippedlifestyle.com/flipyourlife, where you can learn more about building and growing a successful online business with the help of our Flip Your Life community.
Shane: Before we go today, we like to close every single one of our shows with a verse from the Bible. Jocelyn and I draw a lot of inspiration and motivation from the Bible, and we just wanted to share some of that with you. Today’s Bible verse comes from 2 Timothy 1:7, and the Bible says, “For the spirit God gave us does not make us timid, but gives us power, love, and self-discipline.” Take that power, take that love, take that self-discipline. Get out there and to build something that can not only make your dreams come true, but can help other people as well.
That is all the time we have for this week, as always, guys, thanks for listening to the Flipped Lifestyle podcast, and until next time, get out there, take action, do whatever it takes to Flip Your Life. We will see you then.