The 3 Content Types That Turn Warm Leads Into Clients

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Hi, welcome back to the studio CEO podcast.
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I am Jackie Murphy and I'm your business coach.
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I have some very exciting news to share with you guys.
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We are bringing back, drum roll, please, the pack your classes challenge.
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In the five-day pack your classes challenge, you can learn how to make more sales.
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That means make more money, serve more students, that means impact more people, and keep more profit in your business, specifically without having to work more, overwhelm yourself and burn out.
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The challenge is happening the week of September 22nd, 2025.
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So if you're listening to this live, you have time to sign up for the Pack Your Classes challenge.
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It is five days to teach you what you need to know to really be the studio CEO, lead with vision, become findable so that more people in your town, more people online know who you are, be able to sell well to the people who are in front of you without feeling gross or spammy, and what it takes to build a team that's gonna support you scaling your business well.
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Now you have two options for the Pack Your Classes Challenge.
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Option number one is general admission, where you get access to the five days of training.
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Option number two, which is what I would recommend, is the VIP ticket, which includes the five days of training, but also five days of business coaching with me.
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You will be in a group in this business coaching experience where you can raise your hand and ask your questions, and you'll be able to listen to other yoga and Pilates studio owners, retreat leaders, online membership owners, ask their questions, and it is so helpful to hear what other people are asking.
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So you can join General Emission or VIP.
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You can click the link below in the show notes to join us for the Pack Your Classes Challenge.
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This is one of my favorite things that I do.
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I have people take this challenge again and again and again.
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I will have clients take this challenge.
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I will have brand new people take this challenge.
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And it's the best way for me to really get to know a lot of you and help you in such a short amount of time.
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So that is coming up September 22nd.
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You can click the link in the show notes to register for the Pack Your Classes challenge.
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Okay, now let's dive into today's episode.
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I want you to think about it.
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It's Monday morning.
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You open your laptop and you're like, I am ready to send my weekly email to my list.
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And so you sit down and you create a newsletter.
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You copy in your class schedule, you might add a quick note about teacher training or an upcoming workshop that you're hosting, and you hit send and you check it off your list.
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But here's the truth: if that's all you're sending, you actually are not nurturing your list.
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You are just notifying them.
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And that can be why a lot of your emails or newsletters don't work.
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And we're defining work by creating conversions, getting people to book, getting people to pay, getting people into your business.
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The truth is, your subscribers, they don't need more logistics.
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But what they do need, they need belief.
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They need transformation and they need a reason to keep showing up.
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So if this sounds like you, most studio owners fall into this trap.
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They think I send a weekly newsletter, so I'm nurturing my list.
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But what I want to tell you is that's not actually nurtured, that is just logistics, and logistics alone won't won't turn warm leads into paying clients.
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Think about this.
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If all your audience gets is class schedule, price updates, software updates, teacher announcement, they may be informed, but they're not gonna be inspired from that.
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They're not gonna be moved emotionally, they are not gonna feel really connected to you or your business, and they aren't going to believe that showing up to class will help them create transformation that they want in their lives.
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And I get it, this isn't your fault.
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You were never taught what to put in that marketing email.
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It feels awkward to sell in an email, and you've seen a ton of newsletters go out before, so you probably thought that's exactly what I'll do.
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And maybe you assume that people only want to know what's happening and not why it matters.
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But here's what I want you to understand.
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When you're emailing your list, this isn't a cold audience.
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They aren't new to you.
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They have already signed up, they've already said, I'm so interested in what you're offering.
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So we don't need to question if they want to get an email from you or not.
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We need to step into leadership and lead them.
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Now, if you are making this marketing mistake in your business, I want you to make sure that you've watched my three marketing mistakes workshop.
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I'll link it in the show notes because we dive into this just a little bit deeper and I talk about two other marketing mistakes that you could be making.
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And I want you to make sure that those marketing mistakes aren't happening in your business if you want to grow this year, if you want more students this year.
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So, what's actually gonna work, right?
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We want to talk about what type of warm nurture content you should be sending to your list.
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And today's podcast was actually inspired by a client inside of the studio CEO program.
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She said, she wrote in, you get written coaching Monday through Friday.
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So she wrote in to our written coaching and she said, I'm starting a weekly email, but well, what do I say in these emails?
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What do I send them?
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I don't just want to send a newsletter.
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She was already a step ahead there.
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And so I gave her the resource that we have inside of that program that has a list of nurture content prompts.
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But then I also got this question the very next day from someone else.
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And so I thought, I'm gonna bring this to my podcast because if two people are asking, 20 people are asking.
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And if 20 people are asking, 200 people are asking.
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And I want you to have some ideas of what type of content you should be sending, either in addition to a newsletter or in replace of a newsletter.
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So what I want you to understand and really highlight if you're taking notes, if you're listening, like warm nurture content needs to close the gap for your people.
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It needs to essentially take someone from I'm interested to I'm totally in.
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Essentially, what that means is we need to be able to take either someone who's coming for a free class, someone who's done your intro offer, someone who's taken a workshop, someone who's given you their email.
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Those are all signs that they're interested.
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They're raising their hand, they're saying, I like what you're putting out there, I want this, I want that transformation.
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And so your job and your nurture content is to help them move from raising their hand and saying they're interested to actually being a member that's stuck around for six months or actually signing up for the retreat that's happening.
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And remember, nurture content isn't about convincing people, it is genuinely about helping people see themselves in the transformation or the results that you provide.
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Once they see that, taking action feels incredibly obvious for them.
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So let's go into three types of content that you can use to nurture your audience and move them along in the process of getting the results that they want.
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Number one is behind the scenes content.
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This is a really easy place to start, but it's often overlooked or avoided simply because maybe you're not used to being on camera, you tell yourself that you're not interesting enough, you don't like the way that you look or sound, or you don't want to show the messy imperfect parts of your business and your life.
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But in reality, in 2025, we really aren't looking for polished content anymore.
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People want to connect more than ever and they want to see you.
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They want to peek behind the curtain, they want to know who you are, what you care about, what your day is like, how you lead your team.
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And so I want you to think about what types of behind the scenes content can I feel confident about sharing with my warm people.
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Some things that you could do for behind-the-scenes content.
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Number one, a day in the life of a studio owner.
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People want to know when you wake up and what you do in the morning before you come to the studio.
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They want to know what it's like to be in the studio alone, turn the lights on and clean the floors.
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Another thing you could do is, you know, a teacher's five to nine teaching at the studio before a nine to five.
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Those are really great ways to showcase what a day is like for you or for your team in the studio.
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You could share uh your process if you are opening a second location, or I just had a client who transformed her one room studio into two-room studio and showing the construction process and picking out paint colors and what mirrors we're gonna have.
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Like people genuinely want to see what's happening behind the scenes of the business that they are interacting with.
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You could show how you train your teachers.
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Maybe if you have a teacher meeting, you're showing, you know, here's our teacher workshop and here's what we worked on so that we can be better for you and deliver higher quality classes and why that matters for them.
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You could just show your workouts for a week and speak about how consistency is so much more important than intensity.
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Anything that's gonna give people a look behind the curtain is going to create emotional safety.
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And emotional safety builds trust, and trust creates conversions.
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If this is something that feels new to you or different to you, just lean into it a little bit.
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You don't have to share your entire life online.
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I'm not asking you to become an influencer.
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As an introvert myself, this has been a journey and a process of learning what do I want to share?
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That's quote unquote behind the scenes.
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Find something that you're willing to share that's personal, but that's not intimate, that creates connection, but doesn't leave you with a vulnerability hangover and start there.
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The second type of content that you could create is your unique point of view.
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And this is where it is so key for you to really understand the value of what you specifically offer.
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You don't need to be the loudest voice, but you do need to be incredibly clear with your people.
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One of the most powerful shifts you can make is moving from describing what you do to describing what you stand for.
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So this can be a content type that maybe feels a little edgy for you.
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That's exactly what we want to do.
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So ask yourself, what do you believe about wellness that maybe other people get wrong or don't agree with?
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What's the most important thing that you teach that no one else really talks about?
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Or why does your specific business exist?
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And who is it for really?
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What's the gap that you saw that your unique experience, voice, and value is able to fill?
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I don't need you to have a huge ego in this section.
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We're not saying, hey, we're better than everyone else, but what you are saying is I am unique and I'm gonna be bold in what makes me unique and what makes us different, knowing that there's a right teacher, a right studio, a right place for every single person.
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This really has to come from that abundance mindset of I'm not competing with the restorative yen studio down the street if I'm a power vinyasa studio.
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There's actually room for us both in the same town, or I'm not competing with the other retreat teacher because she is very feminine and laid back, and my retreats are all about setting goals and going on big hikes.
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What makes you unique and boldly, boldly claim that and boldly share what you believe.
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When you answer those questions and you're able to share that with your audience, what you're gonna start to hear back from them is, oh my gosh, that's me.
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You're reading my mind.
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That's exactly what I believe.
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I've never heard anyone say it before like that, but yes, that's it.
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This is when people are gonna stop just skimming your emails and really start paying attention and even interacting back with you.
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So one of my clients has an online yoga membership and she also helps clients lose weight.
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She recently did this when she posted about GLP ones.
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And now you may have an opinion on GLP ones.
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She has an opinion on GLP ones, but when she was able to stand up and say, hey, this is what I think, based on my experience, what I know, the clients I've worked with, she was really quite quickly faced with a lot more engagement from her marketing, which is exactly what you want.
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You want to kind of stir the pot here.
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So start to figure out what makes you unique and can you boldly own it.
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Okay, the third type of nurture content I want you to focus on is story-based content.
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If your content doesn't include story, it often will fall flat.
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And this happens when your content is just logistics, right?
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If it's just a newsletter about upcoming events, there's no story in that, there's no element to that.
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And as humans, stories have been told since the beginning of time.
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We love to sit back and hear a story.
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Stories are how so much is passed down, how history is passed down, it's so much of how we learn.
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Like it's every movie, it's every song.
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The human brain loves to listen to a story.
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So what you can remember is facts inform, but stories transform.
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Your own journey counts as a story.
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So you could share when I opened my studio, this is where I was, and this is what was happening, and now I'm here, and I had this pivot point, and this is the transformation that I've had.
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Your own journey counts, and they want to hear that story.
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That's also behind the scenes content.
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So it knocks out two birds, one stone.
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This is not just a story that you're telling, it's about shifting belief for your people.
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It's about them seeing themselves in that story and realizing that, oh my gosh, if she was once in postpartum depression, struggling with having two kids and she found yoga and overcame that, they're gonna see themselves in that.
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And now, you know, she's thriving, leading this business.
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Like they're gonna be like, oh my gosh, what's possible for me?
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Your story really matters.
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The same goes for stories of your clients.
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You want to tell people about your client testimonials, you want to share their wins and what's going on for them, but you want to make sure that you're doing it in a way where you really deeply tell the story.
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So this is not just saying, Oh, you know, testimonials are great, where it's like a screenshot of like, great class, loved it.
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That's awesome.
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But what this specifically is about is like Sarah felt like this before coming to the studio.
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This was her hesitation.
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This is why she almost didn't join membership.
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This is why she was skeptical.
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Before she was a member for six months, this is what her life was like.
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And now this is what she's experiencing, and this is what has happened.
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And all of you have those stories.
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I know because I work with you and I talk to you.
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The biggest problem that I see is that you are forgetting to either collect these stories or you're forgetting to share the story, or you feel strange about sharing the story.
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So you just need to ask, hey, Sarah, can I share this story?
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And can I collect this testimonial from you after class today?
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I just want to show what an example you are for everyone else.
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Every story that you share is proof that transformation is possible.
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And the more proof you share, the more people will believe that it's possible for them too.
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We are smart people.
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We're like, I don't want to hear just one of your testimonials.
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I want to hear as many testimonials as possible to hear myself, pieces of myself in each different story to believe that this is gonna work for me as well.
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And so it is about collecting stories and sharing those stories.
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Your story, your team's story, and some of your team stories are gonna be testimonials for your teacher training.
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And it's also about collecting your students' stories, your members' stories.
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Stories aren't just nice to have, they are the bridge between interest and action.
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So here's the big takeaway from all of this.
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The goal of sending a weekly newsletter, the goal of sending a weekly email, I'll say it's not just to inform and it's not to get people's attention.
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It's not to just be consistent.
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Oh, consistent is important, but that's not the whole point.
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It really is about building belief.
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So if you're only sending class schedules, upcoming workshops, you're missing out on a massive opportunity to connect with the people who are really ready and waiting to say yes to themselves, to come in, to buy, to say, I'm all in on whatever your offer is.
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So here's why this works.
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Number one, it's belief building.
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People don't need another schedule update, they need to believe that they can get the result that they want in your space.
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Belief is what turns interest to action.
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Number two, it creates emotional safety.
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When you share behind the scenes, people are gonna see that you're human, that's a good thing, and that you're trustworthy, and that's amazing.
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Safety lowers resistance, and when resistance drops, signups are going to rise.
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Number three, it helps identity alignment.
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Your unique point of view clarifies who you are and who you serve.
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Essentially, who your studio is for and who your studio is for not is not for.
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What?
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Who your studio is for and who your studio isn't for.
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When someone sees themselves in your message, they're gonna stop browsing and really start belonging.
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And finally, it creates proof through stories.
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Stories are like mirrors.
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If your clients can do it, new people believe that they can do it through too.
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And nothing is gonna sell like that kind of proof.
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So remember, this is not about convincing, this is not about letting people know what's coming up.
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This is really about helping people see themselves and the transformation that you offer.
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When you use these types of content to nurture your audience, you're going to inspire.
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You're gonna help people see who you are, what you stand for, and who they could become inside of your business.
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So the next time that you sit down to write your weekly nurture email or you are even creating a post, ask yourself Am I showing them what we do or am I showing them what's possible?
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Because people don't need more information, they want transformation.
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And it starts with content that makes them believe that it is possible.
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All right, my friends, that's what I have for you today.
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If you put this into practice and you send an email, I would love to hear about it.
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You can always send me a message at the studio CEO official on Instagram.
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I cannot wait to see you in the Pack Your Classes Challenge.
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It's gonna be an amazing week, September 22nd, 2025.
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Click below to sign up and join us in the Pack Your Classes Challenge.
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Space is limited in the VIP room because I give you opportunity to ask questions and get coached.
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I can't have, you know, unlimited amount of people in there.
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So if you are interested in that VIP option, make sure that you sign up early so that you don't miss your spot.
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Talk to you in the next episode.
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Thank you for tuning in to another episode of the Studio CEO podcast.
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From the bottom of my heart, I genuinely appreciate that you take the time to pop in your earbeds and to listen to this podcast so that you can not only grow your business, but grow the impact that you have in your community and in your own life.
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I would love if you could leave a rating and review so that more people will be able to find this podcast, change their businesses and change their lives, and ultimately shift the industry for good.
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Long gone are the days where people who profit off of the industry have nothing to do with the classes or the services that we offer.
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I want to put the profits of this industry back into the hands of the people who are passionate about what they do.
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And your rating and review will help me do just that.
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Thank you so much ahead of time.
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It'll take you less than a minute, and I will talk to you in the next episode.