How I Plan on Building a Personal Brand with Diverse Interests

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"I don't know how I'm going to get clients. I don't want to be another fitness page. That's not why I started. Majority of my content isn't even centered around fitness."

Some thoughts floating around in my head.

To bring you up to speed— I recently started studying for my NASM certificate so I can do online fitness coaching. After a few months of struggling to keep up with personal goals, a full time job, and a 5-6 day split at the gym I got into minimalist training.

I wrote about it in these 2 articles (article 1, article 2)

To sum it up I figured out that you don't have to spend countless hours in the gym to achieve your desired results. Once I learned enough I thought I'd create a minimalist training program to sell online. It would help others get results without losing life in the gym.

The idea to become certified as a personal trainer came to me. It'd be the icing on the cake. It wasn't absolutely necessary to have but I figured it'd be nice to know the person you are buying from knows their stuff— so I went with it.

I spend a good amount of time researching fitness stuff anyways— I might as well get the official document.

But fitness isn't the only thing I care about. In fact the whole reason I got into minimalist training was so that I could have time to explore other interests.

(and if you've been following me then you know I'm also into mindset stuff and spirituality)

"Write about your interests."

"Share what you are currently learning."

—That's what all the writing gurus on twitter say at least. 

Cool I can do that... but... how do I actually sell fitness coaching when I'm ready to launch my services?

I started to second guess my decision.

Remember I don't want to become a fitness brand. The whole point of getting into minimalist training was to explore other interests.

It doesn't make sense to me that as a minimalist trainer I would end up spending all my time having to get video shots at the gym, making reels on correct lifting form, or sharing nutrition info for my content just because I'm selling a sort of fitness coaching.

I don't know but it seems backwards to me.

Don't get me wrong I'm not against sharing fitness content. I just don't want it to be my identity.

Plus I know that giving someone a program and a meal plan won't necessarily change anything. The self-image or the identity of that person needs to change if they actually want to sustain lasting results because we always act in accordance with how we view ourselves. (Psycho-cybernetics).

This other side of it: Mindset (Self-Image or Identity) is also extremely fascinating to me.

The Law of Attraction is definitely connected to the mindset stuff because how you view reality/life is essentially what you get out of it.

I've also been meditating for years and recently started taking my "spiritual journey" seriously. I've been getting deeper into spiritual teachings and on a "journey" of Self-Realization.

If my personal brand is me and my story shouldn't I be able to share all this?

How then do I merge all of this while selling fitness coaching? Is it even possible?

The Answer:

"Start With Why."

This came to my mind. (Intuition always looking out lol)

"Start With Why" is actually a popular Ted Talk from Simon Sinek and a bestselling book. I had heard of this concept years ago. I had even read the book. 

It was calling my attention again. I quickly went to the Ted Talk on Youtube. The next day I grabbed the book off my bookshelf and started reading it again.

Of course this was the answer.

Let's dive into it.

I'm currently about 1/3 of the way through the book. The TED Talk is great summarization of the book. 

Here's the summary:

"People don't buy WHAT you do they but WHY you do it."

He explains using The Golden Circle. He argues that most companies operate from the outside of the circle and then work inwards. They explain WHAT they do, then they explain HOW they do it, but they rarely explain WHY they do WHAT they do.

In the book and Ted Talk he uses Apple as an example:

Apple has the ability to create a cult-like following because they work from the middle of the circle first and then outwards.

If Apple operated the way every other company operates their marketing message would sound like this he says:

This is essentially how most companies market and it's not very compelling.

Here is instead how Apple actually conveys their message starting with WHY:

Can you feel the difference in messaging?

He further explains in the book that there is no real difference between Apple and its competitors (Dell, HP, Gateway, Toshiba).

They all have access to the same talent. They can all make great products but Apple has created a loyal following due to the fact that people don't buy WHAT you do but WHY you do it.

This is why people will not only buy computers from Apple but other products as well. MP3 players (iPod), cell phones (iPhone), etc.

Dell also came out with a mp3 player in 2003. It didn't do well and they pulled out of the market. 

Why? Dell already defined itself by WHAT they do. They make computers so it didn't make sense to buy an mp3 from them. People won't stand in line for hours to buy a cell phone from Dell but they will for Apple.

And Microsoft's version of the iPod was the Zune. Remember that? 😅

Apple's products also align with their WHY. Each product was revolutionary at the time. (If you're as old as me remember when iTunes first came out?) Their products showcase how they challenge the status quo and think differently.

He further explains that, of course, you need to have a good product. You can't have a horrible product. But when your product is good then explaining WHY you do what you do will set you apart from the rest.

When you only explain WHAT you do then you become a commodity. When you are a commodity manipulation tactics are the only thing that works— lowering prices, promotions, using fomo, scarcity tactics, peer pressure, etc. These tactics can work in the short-term but they don't produce loyalty.

He also explains the biology behind this as well which is outside of the scope of this newsletter.

Coming Back Around

So I began thinking... what am I actually trying to do and why?

Behind all of it, behind everything I do, I want to Empower others. I want to act as a guide that points people back to themselves. For them to look within and see the limitless potential that every human being has regardless of past mistakes and conditioning. 

This is important to me because 6-8 years ago I felt disempowered. I was extremely unhappy. Depressed. Socially anxious. Overweight. I thought I had no control over my life. I thought life was happening to me. 

Little by little I changed and saw life differently. I lost weight became an athlete/runner. I changed my mindset from victim to empowered. I started to meditate and connect spiritually with Source.

This is why I want to continue to share on all 3 topics. Fitness, Mindset, and Spirituality because those are what have empowered me.

I'm still changing.

Evolving.

If I can change then I think anyone can.

And that's my intention.

To Empower others.

Empowering people with their fitness— they don't have to spend hours in the gym to get fit.

Empowering them with their mindset— they don't have to believe the negative voice in their head. 

Empowering them in their spiritual growth— trusting their own intuition, understanding Who They Really Are— understanding metaphysics and the laws of the universe, etc.

Everything that I have leaned into that has empowered me— I want to share with others.

The Marketing

If I have diverse interests then how do I actually market and sell specific products or coaching?

Dan Koe who writes about a variety of different topics as well explained that when launching a product you ramp up posts that relate to it. For example, when he was launching his 2-Hour Writer course he ramped up on posts that were about writing and the value in being a good writer. 

When launching my minimalist training program and opening up 1-on-1 coaching slots I'd ramp up on those type of posts. 

Create posts, newsletters, or podcasts about minimalist training and general fitness advice. Then the call to action to join my program/coaching. 

PLUS: instead of sharing just fitness content I could even showcase how I enjoy of a variety of hobbies while still remaining fit and spending very little time in the gym. I'm sure that would sell a minimalist training program.

As long as everything I do aligns to my WHY than I could essentially talk about and have products, services, and courses in a variety of different areas. In the same way that Apple can make more than computers.

As I'm writing this it's funny to me that I was even worried about how I'd get clients and start my business. I've definitely seen other people do this. I follow a guy who talks about Copywriting, Mindset, and the Spiritual-create your reality stuff. 

Copywriting and Spirituality?

They seem hella different but its his vibe and I'm obviously interested in the business/marketing stuff and spirituality too so I vibe with it.

This is the power of personal branding. When people like you and your values they will follow a wide variety of things that you do. We are also complex and fluid beings. None of us are just interested in one thing— forever and for always— so finding people who like many other similar things makes us feel more connected.

At first I thought it'd be weird to share fitness and spiritual stuff but I most likely will attract clients that are interested in getting fit while talking about the nature of reality— which is my ideal client. 😁

The Conclusion

To sum it up, lean into your curiosities and interests. Don't hold back. If you got a fitness account but are also into anime share that! You will probably attract all the anime gym bros (including me). 😂

I know some fitness guy's marketing is to help you look like certain anime characters. (lol)

You could probably even have a paid newsletter where you share your favorite anime and reviews while maintaining fitness coaching as your main source of income.

Shit, who knows.

But the more I dive into this solopreneur / creator economy space the more I start to believe that everyone can do what they are passionate about and we can all thrive.

Everything connects.

Lean into your interests and share from your unique perspective. ✌️

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(Things that inspired me this week.)

🎥 Video: Start With Why

🎥 Video: How Mindfulness Can Bring Balance to Your Inner World

📚 Books: Start With Why + The Power of Now

Bonus Level: Podcast ⚡

If you enjoyed this newsletter you might also enjoy the 'Life is a Video Game Podcast'. It expands on the newsletter. Check it out on Spotify, Apple Podcasts, and Pocket Casts.