บทถอดความฉบับเต็มของ The 3 Content Types That Turn Warm Leads Into Clients

into leadership and lead them. 00:06:13.069 --> 00:06:23.069 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. 00:06:23.150 --> 00:06:30.189 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. 00:06:30.430 --> 00:06:38.189 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. 00:06:38.430 --> 00:06:40.430 So, what's actually gonna work, right? 00:06:40.590 --> 00:06:47.949 We want to talk about what type of warm nurture content you should be sending to your list. 00:06:48.110 --> 00:06:54.590 And today's podcast was actually inspired by a client inside of the studio CEO program. 00:06:54.990 --> 00:06:58.829 She said, she wrote in, you get written coaching Monday through Friday. 00:06:58.910 --> 00:07:04.430 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? 00:07:04.509 --> 00:07:05.310 What do I send them? 00:07:05.470 --> 00:07:06.990 I don't just want to send a newsletter. 00:07:07.150 --> 00:07:08.829 She was already a step ahead there. 00:07:09.069 --> 00:07:16.110 And so I gave her the resource that we have inside of that program that has a list of nurture content prompts. 00:07:16.270 --> 00:07:19.230 But then I also got this question the very next day from someone else. 00:07:19.310 --> 00:07:24.829 And so I thought, I'm gonna bring this to my podcast because if two people are asking, 20 people are asking. 00:07:24.910 --> 00:07:27.230 And if 20 people are asking, 200 people are asking. 00:07:27.389 --> 00:07:38.110 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. 00:07:38.430 --> 00:07:48.270 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. 00:07:48.430 --> 00:07:54.030 It needs to essentially take someone from I'm interested to I'm totally in. 00:07:54.270 --> 00:08:04.350 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. 00:08:04.670 --> 00:08:06.509 Those are all signs that they're interested. 00:08:06.590 --> 00:08:11.949 They're raising their hand, they're saying, I like what you're putting out there, I want this, I want that transformation. 00:08:12.189 --> 00:08:26.750 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. 00:08:27.150 --> 00:08:38.590 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. 00:08:38.829 --> 00:08:44.909 Once they see that, taking action feels incredibly obvious for them. 00:08:45.149 --> 00:08:55.149 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. 00:08:55.389 --> 00:08:58.909 Number one is behind the scenes content. 00:08:59.149 --> 00:09:20.829 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. 00:09:21.069 --> 00:09:27.709 But in reality, in 2025, we really aren't looking for polished content anymore. 00:09:28.029 --> 00:09:32.669 People want to connect more than ever and they want to see you. 00:09:32.750 --> 00:09:39.789 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. 00:09:40.029 --> 00:09:52.750 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. 00:09:53.309 --> 00:09:56.029 Some things that you could do for behind-the-scenes content. 00:09:56.109 --> 00:09:58.750 Number one, a day in the life of a studio owner. 00:09:58.990 --> 00:10:03.789 People want to know when you wake up and what you do in the morning before you come to the studio. 00:10:03.949 --> 00:10:08.509 They want to know what it's like to be in the studio alone, turn the lights on and clean the floors. 00:10:08.750 --> 00:10:15.549 Another thing you could do is, you know, a teacher's five to nine teaching at the studio before a nine to five. 00:10:15.789 --> 00:10:22.829 Those are really great ways to showcase what a day is like for you or for your team in the studio. 00:10:23.149 --> 00:10:42.109 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. 00:10:42.269 --> 00:10:51.629 Like people genuinely want to see what's happening behind the scenes of the business that they are interacting with. 00:10:51.870 --> 00:10:54.349 You could show how you train your teachers. 00:10:54.429 --> 00:11:04.029 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. 00:11:04.269 --> 00:11:12.349 You could just show your workouts for a week and speak about how consistency

is so much more important than intensity. 00:11:12.750 --> 00:11:19.709 Anything that's gonna give people a look behind the curtain is going to create emotional safety. 00:11:19.949 --> 00:11:25.549 And emotional safety builds trust, and trust creates conversions. 00:11:25.789 --> 00:11:31.789 If this is something that feels new to you or different to you, just lean into it a little bit. 00:11:31.870 --> 00:11:34.269 You don't have to share your entire life online. 00:11:34.429 --> 00:11:36.909 I'm not asking you to become an influencer. 00:11:37.149 --> 00:11:42.429 As an introvert myself, this has been a journey and a process of learning what do I want to share? 00:11:42.509 --> 00:11:44.669 That's quote unquote behind the scenes. 00:11:44.990 --> 00:11:55.870 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. 00:11:56.509 --> 00:12:03.469 The second type of content that you could create is your unique point of view. 00:12:03.789 --> 00:12:15.949 And this is where it is so key for you to really understand the value of what you specifically offer. 00:12:16.189 --> 00:12:22.909 You don't need to be the loudest voice, but you do need to be incredibly clear with your people. 00:12:23.229 --> 00:12:33.709 One of the most powerful shifts you can make is moving from describing what you do to describing what you stand for. 00:12:34.029 --> 00:12:39.709 So this can be a content type that maybe feels a little edgy for you. 00:12:39.870 --> 00:12:42.349 That's exactly what we want to do. 00:12:42.589 --> 00:12:50.189 So ask yourself, what do you believe about wellness that maybe other people get wrong or don't agree with? 00:12:50.509 --> 00:12:55.949 What's the most important thing that you teach that no one else really talks about? 00:12:56.269 --> 00:12:59.709 Or why does your specific business exist? 00:13:00.029 --> 00:13:01.549 And who is it for really? 00:13:01.709 --> 00:13:10.269 What's the gap that you saw that your unique experience, voice, and value is able to fill? 00:13:10.509 --> 00:13:14.109 I don't need you to have a huge ego in this section. 00:13:14.269 --> 00:13:33.229 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. 00:13:33.549 --> 00:13:44.349 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. 00:13:44.509 --> 00:13:58.509 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. 00:13:58.829 --> 00:14:06.509 What makes you unique and boldly,

boldly claim that and boldly share what you believe. 00:14:06.750 --> 00:14:15.229 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. 00:14:15.389 --> 00:14:16.589 You're reading my mind. 00:14:16.669 --> 00:14:18.029 That's exactly what I believe. 00:14:18.189 --> 00:14:21.629 I've never heard anyone say it before like that, but yes, that's it. 00:14:21.789 --> 00:14:30.109 This is when people are gonna stop just skimming your emails and really start paying attention and even interacting back with you. 00:14:30.429 --> 00:14:35.949 So one of my clients has an online yoga membership and she also helps clients lose weight. 00:14:36.189 --> 00:14:40.109 She recently did this when she posted about GLP ones. 00:14:40.349 --> 00:14:43.149 And now you may have an opinion on GLP ones. 00:14:43.389 --> 00:15:03.789 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. 00:15:03.870 --> 00:15:06.109 You want to kind of stir the pot here. 00:15:06.349 --> 00:15:10.349 So start to figure out what makes you unique and can you boldly own it. 00:15:10.589 --> 00:15:16.509 Okay, the third type of nurture content I want you to focus on is story-based content. 00:15:17.469 --> 00:15:21.629 If your content doesn't include story, it often will fall flat. 00:15:21.709 --> 00:15:24.509 And this happens when your content is just logistics, right? 00:15:24.589 --> 00:15:30.029 If it's just a newsletter about upcoming events, there's no story in that, there's no element to that. 00:15:30.189 --> 00:15:35.309 And as humans, stories have been told since the beginning of time. 00:15:35.549 --> 00:15:37.549 We love to sit back and hear a story. 00:15:37.789 --> 00:15:43.789 Stories are how so much is passed down, how history is passed down, it's so much of how we learn. 00:15:43.949 --> 00:15:47.069 Like it's every movie, it's every song. 00:15:47.309 --> 00:15:50.669 The human brain loves to listen to a story. 00:15:50.909 --> 00:15:55.789 So what you can remember is facts inform, but stories transform. 00:15:56.429 --> 00:15:59.949 Your own journey counts as a story. 00:16:00.189 --> 00:16:10.269 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. 00:16:10.589 --> 00:16:13.789 Your own journey counts, and they want to hear that story. 00:16:13.870 --> 00:16:15.629 That's also behind the scenes content. 00:16:15.709 --> 00:16:18.189 So it knocks out two birds, one stone. 00:16:18.909 --> 00:16:25.469 This is not just a story that you're telling, it's about shifting belief for your people. 00:16:25.949 --> 00:16:44.429 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. 00:16:44.669 --> 00:16:47.709 And now, you know, she's thriving, leading this business. 00:16:47.789 --> 00:16:50.189 Like they're gonna be like, oh my gosh, what's possible for me? 00:16:50.349 --> 00:16:52.109 Your story really matters. 00:16:52.509 --> 00:16:56.349 The same goes for stories of your clients. 00:16:56.589 --> 00:17:11.950 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. 00:17:12.190 --> 00:17:19.150 So this is not just saying, Oh, you know, testimonials are great, where it's like a screenshot of like, great class, loved it. 00:17:19.230 --> 00:17:19.789 That's awesome. 00:17:19.950 --> 00:17:25.390 But what this specifically is about is like Sarah felt like this before coming to the studio. 00:17:25.630 --> 00:17:26.829 This was her hesitation. 00:17:26.910 --> 00:17:28.990 This is why she almost didn't join membership. 00:17:29.150 --> 00:17:30.750 This is why she was skeptical. 00:17:31.069 --> 00:17:34.910 Before she was a member for six months, this is what her life was like. 00:17:35.150 --> 00:17:38.750 And now this is what she's experiencing, and this is what has happened. 00:17:38.910 --> 00:17:41.309 And all of you have those stories. 00:17:41.549 --> 00:17:44.269 I know because I work with you and I talk to you. 00:17:44.589 --> 00:17:53.630 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. 00:17:53.870 --> 00:17:57.390 So you just need to ask, hey, Sarah, can I share this story? 00:17:57.549 --> 00:18:01.149 And can I collect this testimonial from you after class today? 00:18:01.309 --> 00:18:05.389 I just want to show what an example you are for everyone else. 00:18:05.710 --> 00:18:11.789 Every story that you share is proof that transformation is possible. 00:18:11.950 --> 00:18:17.389 And the more proof you share, the more people will believe that it's possible for them too. 00:18:17.629 --> 00:18:18.669 We are smart people. 00:18:18.750 --> 00:18:21.230 We're like, I don't want to hear just one of your testimonials. 00:18:21.389 --> 00:18:30.430 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. 00:18:30.589 --> 00:18:35.629 And so it is about collecting stories and sharing those stories. 00:18:35.789 --> 00:18:42.269 Your story, your team's story, and some of your team stories are gonna be testimonials for your teacher training. 00:18:42.509 --> 00:18:46.269 And it's also about collecting

your students' stories, your members' stories. 00:18:46.509 --> 00:18:52.750 Stories aren't just nice to have, they are the bridge between interest and action. 00:18:53.470 --> 00:18:56.509 So here's the big takeaway from all of this. 00:18:56.750 --> 00:19:06.269 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. 00:19:06.589 --> 00:19:08.509 It's not to just be consistent. 00:19:08.589 --> 00:19:11.309 Oh, consistent is important, but that's not the whole point. 00:19:11.549 --> 00:19:14.190 It really is about building belief. 00:19:14.349 --> 00:19:32.349 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. 00:19:32.589 --> 00:19:33.950 So here's why this works. 00:19:34.109 --> 00:19:36.109 Number one, it's belief building. 00:19:36.349 --> 00:19:42.589 People don't need another schedule update, they need to believe that they can get the result that they want in your space. 00:19:42.829 --> 00:19:45.309 Belief is what turns interest to action. 00:19:45.470 --> 00:19:48.269 Number two, it creates emotional safety. 00:19:48.430 --> 00:19:56.029 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. 00:19:56.269 --> 00:20:01.549 Safety lowers resistance, and when resistance drops, signups are going to rise. 00:20:01.789 --> 00:20:06.909 Number three, it helps identity alignment. 00:20:07.149 --> 00:20:11.470 Your unique point of view clarifies who you are and who you serve. 00:20:11.629 --> 00:20:16.109 Essentially, who your studio is for and who your studio is for not is not for. 00:20:16.269 --> 00:20:16.669 What? 00:20:17.230 --> 00:20:20.750 Who your studio is for and who your studio isn't for. 00:20:21.069 --> 00:20:27.230 When someone sees themselves in your message, they're gonna stop browsing and really start belonging. 00:20:27.549 --> 00:20:30.589 And finally, it creates proof through stories. 00:20:30.750 --> 00:20:32.109 Stories are like mirrors. 00:20:32.269 --> 00:20:36.269 If your clients can do it, new people believe that they can do it through too. 00:20:36.509 --> 00:20:39.230 And nothing is gonna sell like that kind of proof. 00:20:39.470 --> 00:20:44.349 So remember, this is not about convincing, this is not about letting people know what's coming up. 00:20:44.509 --> 00:20:50.190 This is really about helping people see themselves and the transformation that you offer. 00:20:50.509 --> 00:20:56.909 When you use these types of content to nurture your audience, you're going to inspire. 00:20:57.230 --> 00:21:02.750 You're gonna help people see who you are, what you stand for, and who they could become inside of your business. 00:21:02.990 --> 00:21:16.109 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? 00:21:16.430 --> 00:21:20.829 Because people don't need more information, they want transformation. 00:21:20.990 --> 00:21:26.669 And it starts with content that makes them believe that it is possible. 00:21:26.909 --> 00:21:29.069 All right, my friends, that's what I have for you today. 00:21:29.230 --> 00:21:32.430 If you put this into practice and you send an email, I would love to hear about it. 00:21:32.509 --> 00:21:37.309 You can always send me a message at the studio CEO official on Instagram. 00:21:37.549 --> 00:21:39.950 I cannot wait to see you in the Pack Your Classes Challenge. 00:21:40.029 --> 00:21:44.349 It's gonna be an amazing week, September 22nd, 2025. 00:21:44.589 --> 00:21:48.829 Click below to sign up and join us in the Pack Your Classes Challenge. 00:21:48.990 --> 00:21:56.349 Space is limited in the VIP room because I give you opportunity to ask questions and get coached. 00:21:56.509 --> 00:21:59.629 I can't have, you know, unlimited amount of people in there. 00:21:59.710 --> 00:22:05.230 So if you are interested in that VIP option, make sure that you sign up early so that you don't miss your spot. 00:22:05.470 --> 00:22:07.149 Talk to you in the next episode. 00:22:07.470 --> 00:22:11.309 Thank you for tuning in to another episode of the Studio CEO podcast. 00:22:11.470 --> 00:22:26.430 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. 00:22:26.669 --> 00:22:39.149 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. 00:22:39.470 --> 00:22:47.230 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. 00:22:47.389 --> 00:22:52.829 I want to put the profits of this industry back into the hands of the people who are passionate about what they do. 00:22:52.990 --> 00:22:56.669 And your rating and review will help me do just that. 00:22:56.909 --> 00:22:58.589 Thank you so much ahead of time. 00:22:58.669 --> 00:23:03.069 It'll take you less than a minute, and I will talk to you in the next episode.