Section 1 - What To Post To Get The Most

The only IG filter that matters

• Must have high-value posts. People want value. If there's no value to them in your post, they're
not going to engage, may not follow any longer, etc.
• The “Bad Ass” filter; does your post make you look like a bad ass? 90% of IG pictures belong
in stories, not your main feed.
• IG Purposeful Posts:
1. Who is your audience?
2. What does your audience want?
• Transformations, videos of training people, success stories of happy clients, what are
you eating, how do I build muscle? How do I lose fat? Build in some personality as
well. Don't be random. Plan it out.
3. What do you want them to do next?
• Comment below, click the link in my bio, send me a DM, etc.

IG: 5 Pre-Post Questions

1. What is the purpose of creating this content in terms of moving my business ahead?
2. Does it deliver value and respect the viewer's time?
3. Does your post move the prospect towards the sale? (KLT factor – Know, Love & Trust)
• Does the post help people get to know you?
• Does it help people 'love' your posts?
• Does it help people trust you?
4. Does it deliver great value and thus give you permission to make a strong call to action?
5. Is it worth the 10 minutes for you to create this content? Or would you have been better off
spending the time with your spouse/partner, meditating, reading to your kids, etc. (don't post
just because you 'have' to).

Craig's IG Posting Schedule

• 3x/day: quotes, graphics and videos
◦ always be adding value!
• 2 podcast promos per week
• 1 workshop promo per week (like putting up one 'commerical' per week)
• YMMV

Section 2 - How To Grow Your Instagram

3 Rules of Social Media
1. Rule #1: Use social media but don't let it be used on you.
2. Rule #2: It's not social media, it's business media. Control your use of the media to bring you
business.
3. Rule #3: Every post must be purposeful.

The Truth About Hashtags

• Stop worrying about them.
• Hashtags bring the bots/spam.
How to Grow Your IG
• Influencer introductions
• Valuable content (KLT factor)
• Engagement
◦ Encourage comments, likes, shares, tagging people
◦ Stories – encourage poll interaction, etc

• Everything is easier with manufactured celebrity. The more celebrity you have, the more people
are going to want to be your follower. Manufactured celebrity makes it easier to 'sell' whatever
you're selling.

Engagement
• Respond to every comment (should have no less than 4 words in your reply or IG thinks it's a
bot comment).
• Send video DM replies to people (also builds your video skills).
• Encourage DMs, comments and likes.
• Instagram REWARDS you.

Planoly.com
• Partnered with FB and therefore with IG too.
• Planoly will allow automated posts if the IG account is connected to a FB business account.

**but I know CB now uses Plann

It is $8 a month for Premium (3 users) or $12/ month Unlimited (unlimited users)
Benefits
-scheduling IG Stories & photos
-analytics & performance
-strategy tools
-color theme performance
-best time to post
-hashtag sets
-video (scheduled posting I believe, which Planoly does not do)
https://www.youtube.com/watch?
v=WhY8cbksCI0&fbclid=IwAR19_DwI3xkLJ_P9yl0ox4wyQb32iiZeCCtBAYeeLnwbf88LjZXfvno_
QAo

• Create a Google Document for posting schedule (IG Schedule/Template/Week of ...

• Craig Monday example:
◦ Monday M – Motivational post
◦ Monday A – ETR podcast promo
◦ Monday E – Repost of someone else's content
Daily Stories and Daily IG live is where the $$$ is.

(Can use FIVERR.com for cheap infographics)

Section 3 - How To Make $$$ With The Social Story

Selling System
IG Stories = Email Marketing
• They 'opt in' to watch
• They are interested
• They give undivided attention

(about 10% of your followers wind up watching your IG Stories on average)

IG Story Attraction Formula

• Curiousity (props, polls, controversy?)
 • Content (always deliver great content)
◦ remember that 25% of people have their volume off when watching stories, so you need
captions on your stories.
• Call-To-Action (strong, clear and concise)
• = Clients

IG Stories = Email Marketing

• 60-90s
• 4-6 stories of 15s each
• Use Cut Story (record video and then cut)
◦ I don't think we need to do this anymore w/ the recent IG update.

• 1st Story = Email Subject Line / Curiosity

◦ Most interesting nutrition tip?
◦ Hey did you ever hear the story about?
• 2nd Story = Problem + Personal + Poll (ask a question – do you think it's hard to lose fat?)
◦ What problem is the end user having?
◦ Are you dieting, and still not losing weight?
◦ Are you frustrated that ... ?
◦ Talk to ONE person, not 'hey everyone!”
• 3rd Story = Teach or Preach
◦ Here's why what you're doing isn't working for you.
• 4th Story = Teach Takeaway
◦ So here's what you need to change.
• 5th Story = Share Social Proof
◦ Here's what happened when my client Katie ...
◦ testimonial/evidence in the video or after the video
• 6th Story = Clear Call-To-Action
◦ If you want the same breakthrough results then ...

IG Story 3-Step Call To Action

• What
◦ what they get (outline the offer)
• How
◦ how they can get it (what do they do next)
• Why
◦ why they must act now (limited time/number)

Nutrition Example
• What they get
◦ You'll get a 12-week nutrition plan that is going to help you ...
• How they can get it
◦ Send me a DM and let me know if you want to get started on this 12-week plan so we can
really help you get through this struggle in your life.
• Why they must act now
 ◦ You need to act now because you're not going to get better tomorrow and I'm also a very
busy nutrition coach and this is going out to lots of people. We only have a few spots left.

IG Call-To-Action Options
• Opt-in
• Sell a product
• Coaching application / Mastermind inquiry
• DM **BEST – especially for higher end coaching
• Swipe Up for ...
• Link In Bio

Direct Message System

• Invite
• Engage (video) – overdeliver via video
• Persist (politely) – follow up 24 hours later
◦ the #1 factor in sales
◦ add value because we know we are able to help

Direct Message Questions

• People often first ask what is the price? Instead ...
◦ What's your pain? What are you struggling with? What's not working for you?
◦ What's your potential? Wher are you trying to get to?
▪ Now you have Point A and Point B and have an opportunity to explain how our
coaching fills in that A to B gap.
◦ What do you need to promise? Here's how I am going to be able to help you. Here's what
we do differently that's going to get you lasting results.

Section 4 - Your Money Making Schedule

IG TV Story Rules
• Enter the conversation in their Mind
◦ allows you to craft the right message, to hit them at the right time to maximize their interest
in what you're offering them.
◦ Friday mornings they might be thinking about the weekend, etc.
• What's in it for me?
◦ What is in it for the person consuming your content? The end user? What is my end user
thinking about right now?
• WIIFM

• Be clear
• Be consistent
◦ showing up at the same time on IG stories every day
• Follow the plan

• Use every part of the pig

◦ Leverage your work
 • Use the story on your IG feed
◦ on Facebook
◦ on Linked In
◦ On YouTube
• Try to get multiple uses for everything you do. Get the most use out of all content you generate
on IG stories and lives
• Leverage Lives to other platforms (live on FB and IG at the same time/two phones)

• Batch out your stories

◦ coming up with stories every day is tough
• Plan them out
◦ set aside a couple hours for planning out your stories and then film them all at once. You
don't have to use them the day you made them.
• Be methodical – this isn't for 'fun'

Marketing is all about the message to market match. If you give the right message to the right market
and you match that, you don't have to be the world's greatest sales person because you're hitting them
with the right thing. But if you give a great message to the wrong market, there's no match so you won't
be successful.

7-Day Social Sales Strategy

• Keep rotating the 7-day schedule.

Monday Motivation
• Create story with a strong motivational message; everyone needs motivation on Monday.
• Call them out. Get them fired up! Are you going to play up to your potential or just sit on the
sidelines?
• “You are capable of so much more!”
• “You are so close to the life you desire and deserve!”
• Use polls to guage interest
• Strong call-to-action
• DM me about coaching
• “Swipe Up” to access

Teaching Tuesday / Transformation Tuesday

• Valuable content
• 90-120 seconds or less (one cool tip)
• Don't ramble on / people are busy
• Use polls for engagement
◦ “Was this helpful?”
• Tell them to 'swipe up' at the end of your story to go and take action (free report, video, podcast,
etc., or click link in my bio if you don't have 10k followers).
• Ask viewers to DM you with questions. What can I teach you next time? What do you want to
know?
• In DMs, engage them about coaching. How else can I help you?
◦ Send a video reply. Make that personal connection.
Wednesday
• Feature a success story
◦ Profile someone
• You have to overcome this for people:
◦ They believe it works for you
◦ They believe it works for others
◦ You must make them believe it works for them too!
▪ Needs lots of specifics in your success stories and different types/versions/people to
show it works for a variety of people.
▪ And make them believe that they can follow through with this and be successful.
• Success story screen shots
• Prove that anyone can do it
• Show specific results
• Finish with a CTA for your offer

Thursday Throwback
• Teach valuable content you wish you knew back when you were starting out
• Tell viewers to DM you with questions
◦ Was that helpful today? What else would you like to know that I wish I would have known
when I was starting out? What could I tell my younger self?
• “What would you do different if you were just starting out today?”
◦ Ton of great content ideas.

(Regarding content: What do you know that no one else knows? What value can you add? Then make a
huge list.)

• Use questions (from people) on feature stories and IG Lives

• Give recognition and reward engagement for coming on your IG live. Acknowledge them.
• Video reply to DMs and try to move them further towards a conversation about coaching
• Always keep the conversation going. (Give A or B option not Yes or No)

Freedom Friday
• Show how you create financial or emotional freedom in their lives
◦ When you're free from this excess fat here's the life you can live ...
◦ Amy/Erik vacation example
• Share a success story
• Prove that others are living their dream life, with dream body, in dream home
• Show them there is freedom for them to achieve by working with you
• Challenge them ...
◦ here's the freedom I'm having, that this person is having, etc.,
• “When will it be your turn?”
• Finish with a strong CTA
• Move fast on DMs because it's Friday
Saturday Status
• Great content plus build status/critical credibility
◦ keep doing stories; people are still watching
• Picture of you with a celebrity (ie. Ed Mylett)
• You on TV, podcast, speaking, etc.
• Critical credibility – we must have this
• Manufacture celebrity
• Finish with strong CTA
◦ message to market match always matters regardless of day

Sunday Raw & Real

• Deliver a powerful pump-up for the coming week
◦ It doesn't matter what happened last week. I want you to focus on the week ahead. No
regrets. No more worrying about the bad decisions. Don't worry about the scale. Let's go,
you've got this
• Or a forgiveness message about wiping the slate clean from past mistakes
• No CTA. This is a giving day. Short message (45s)
• Finish by telling them you love them, and wishing them a great week
• This naturally gets a lot of DMs
• Reply appropriately

Bonus - How to Get More Done With Business Media

The Truth About Time
• We need to do things differently if we want different results
• Where are you right now? Where are you struggling? What are you doing that's causing the
struggles? If you continue to do this, what's going to change? What are you willing to do to
make this finally stop and for you to have success? What are you willing to change?
• Know what you will and will NOT do for success
◦ You need to set boundaries
◦ If you say family is the most important to you and you're working 12-hour days you're
misaligned
◦ Figure out: Here's how much money I need to make and here's how much work I'm willing
to do
• Short-term pain = Long-term gain
(short-term gain = long-term pain)
• Pain of discipline or the pain of regret
◦ discipline weighs ounces whereas regret weighs tons
• Action beats anxiety. Motion beats meditation. Work beats worry
• You must MAKE time for what matters
• You don't find time
◦
 • Control your mornings; own your days
• Deadlines
• Public Accountability
• “You must be accountable to someone you deeply do not want to disappoint”

3-Phase Shutdown at the End of the Day

• Brain dump
• Prioritize your To Do list
• Process planning to make it smooth

Time Tips & Tricks

• My Airplane Mode method
• SelfControl.io app
• Use every part of the pig (use content on multiple platforms)

Bonus - Overcoming Objections

The 4 most common objections you face when closing a sale and how to destroy them.
◦ Cost
◦ Need to think
◦ Time to decide
◦ Consult with spouse or partner

First Understand
• Objections aren't personal (it's perfectly normal to have some reservations)
• Objection handling is just coaching
◦ help people out of fear into purpose
◦ if left to their own devices they will stay stuck in hell, which is why they're talking to you
◦ EXPECT objections and get excited about them.

3 Things Needed
• Rapport
◦ sometimes when they give you all the answers you want, you don't have rapport.
• Leverage
• Stronger frame/beliefs than your potential client has

Closing Frame
• Easy to learn doctor frame and hold it in the beginning
• When you truly live in the doctor frame, it doesn't crumble when you get a little push back.
 • Your frame, intention, energy and belief must be sstronger than their lies, beliefs and fears.
• Have to believe that you can get them to their dream more than they believe they will remain
stuck in their prison

Objection Handling
• NOT about a quick, witty response
• What happens when someone objects?
◦ slouch, close off, deep breath, etc.
• They've broken down; they believe they can't do this
• FIRST, you must regain rapport
◦ Calm confidence to help them through this block
◦ KEEP your doctor frame
▪ They need a leader now more than ever
• De-escalate --> Reconnect --> Reframe
◦ Ex. Feel, Felt, Found
▪ I can't afford it –> I totally appreciate how you feel, a lot of my best clients have felt the
same way. What we've found its the clients that dont' believe they can afford this who
wind up needing it the most.
◦ Ex. Destroying Q (this is why you need to have rapport) – So what are you going to do
instead?
• Isolate – get clarity on what the real objection is; talk it out and get specifics and politely help
them see how illogical it is
• Isolating:
◦ So let me ask you if price wasn't an issue, would you be ready to get out of your comfort
zone, etc.
◦ Of course that's completely logical. If you don't mind my asking what exactly about moving
forward to fix this area of your health and well being do you need time to think about?
◦ Might come up with 3 objections you need to handle
• DON'T BE AFRAID TO TALK IT OUT
◦ Get comfortable being uncomfortable (sitting in silence) to help them move forward

4 MAJOR OBJECTIONS
• 1. Money
• 2. Need to think about it
• 3. Time
• 4. Spouse or partner objection
• Remember – ask for the enrollment multiple times; it normally takes 2-4 asks.
Money
• “not something I can afford”
◦ Isolate – I totally understand you feel that way so let me ask you, if money were not an issue
would you be ready to move forward now?
◦ So it sounds like you're ready to do this, so is it just that you don't have a card you can put
this on or what? >> don't want to dip into savings
◦ Feel – Felt – Found
◦ How has this belief of not dipping into your savings (to invest in herself) affected your
business these last 2 years?
▪ Ex. Business or Health – where will you be in 5 years from now? What would it be
worth then? Where will you be in another year from now? Will it be worth it then?
▪ Bring back leverage – how will that affect you?

Need To Think About It

• ISOLATE – Of course, making the decision to change your life and fix your business/health is a
big one so I totally appreciate that. Let me ask you, what exactly do you need to think about?
>> just need to think
▪ Feel – Felt – Found
▪ Let them know why we offer a 30% discount for people who are committed to acting
now.
• Destroying Questions – How has this indecision prevented you from fixing your problems in
the past? Is that the kind of leader you want to continue to be? Will it get you to your (desired
outcome)?
▪ Ask for the enrollment

*** Are you ready to be decisive and get out of your comfort zone? Because we know that when we
work with people, it's important for them to be action takers, decisive, etc., because our services will
not work as well otherwise.

Decisive people get better results. History always proves it.

Not Sure I Have The Time

• If properly leveraged, you'll rarely get this one

Spouse or Partner Objection

• Hardest objection
◦ If you know a spouse needs to be on the call, get them on the call
◦ “when it comes to making decisions about your health is that something that needs to be
discussed with anyone else or is that something you can make the decision on your own?
◦ Great, I want to make sure we get him on the phone as well so he gets his questions
 answered too. Is your husband there? Lets get him on the phone too.
• Another great spot to do this is after your pitch, but before you get into pricing. They feel their
problem and know you can help them.
• If they say 'no', then you have to stay strong in this if it come back up in an 'objection'.

Bonus - DM Sales Scripts

• If they say this, then you say this
• Never ask a yes or no question; give an A or B option
• Step 1 – Do your Social Selling Story Video
• Step 2 – Make your CTA
• Step 3 – Get the DM party started
• Step 4 – Connect the dots
• Step 5 – Stay on the straight line of success
• Step 6 – Be politely persistent (If 24 hours passes, reach out again)

Done-For-You Sales Acceleration / Nutrition Coaches

Motivation Monday
• Key message: “Doesn’t matter what went on during the weekend; great results are guaranteed
during the week.”
• Use strong language to get followers “fired up” for the week
• Encourage followers to remove focus on sins of the past; focus on the future
• Push for action from the information that they get
• Secret ingredient to success is accountability
• Vote up above and let me know if you had an amazing weekend or a tough weekend?

Tuesday Teaching
• Share a strong lesson to build up goodwill
• #1 tip that you’ve learned that allowed him to get results and help clients
• Focus on planning and recording
• Learn what works and what doesn't
• Call to action: How to get your product/service, what it is, and why you need it now

Wednesday Wisdom
• Talk about social proof
• Get maximum results in just 15 minutes
• Reiterate the follower’s potential in life
• Accountability, coaching, messages, and “pump-ups” to get from point A to point B
• Reach your potential
• “The longer you wait, the more you get into bad habits.”
• Don't miss out on getting to point B
Throwback Thursday
• The tip you wish you would've known when you were just getting started—teach it and use a
strong call to action
• A great trainer or nutritionist will be able to offer a program based on what followers love to do
and what they don't
• Apply #1 thing you wished you had known when you were getting started
• Reiterate: It is possible to love the healthy lifestyle
• Live life and feel amazing

Freedom Friday
• Let people understand they can be free and not shackled by health and nutrition
• Live an amazing life, have great energy
• Focus on the freedom they can have so they’ll be psyched up
• Remind followers how amazingly free they can feel if they tweak their lives just a little bit
• Ensure followers that they never have to be worried about the weekend again
• They can enjoy life, doing activities they want and eating some of their favorite foods
• They don't have to live in a prison
• How to live pain-free on the weekends
• The great thing about a healthy lifestyle is the freedom that it will provide
• Start on the path to freedom (take action)

Saturday Status
• This is where you showcase your celebrity
• Pump up your fame so that people will say, “Wow, this person's amazing! I gotta get connected
to them.”
• Show followers how they can have an amazing life
• Emphasize: It is important to go to an expert for advice to get rapid results
• They can be a hero
• No more regretting weekends, no more feeling bad on Monday mornings; we all can have an
amazing life
• Remind followers that they have everything they need to be successful
• Start on the path to success

Goodwill Sunday
• Give most positive motivational message
• Forget what happened in the past
• Learn some lessons and move on
• Be thankful for the lessons that made you stronger
• Transform inside and out