In this episode of the Physi.Kal podcast, Coach Kal discusses all things fitness content with expert guest Candy the Creator. They cover the importance of creating valuable content, the do's and don'ts of social media, and strategies to grow your social accounts. Candy shares her experience working with high-level entrepreneurs and achieving significant results for her clients. Tune in to learn how to take your personal brand from mediocre to million dollar with actionable tips from a fellow fitness enthusiast and social media expert.
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Timestamps:
00:00:00 - Introduction
00:02:13 - The Importance of Brand Voice
00:02:58 - The Biggest Mistake on Social Media
00:08:22 - Speaking to Your Audience with Intention
00:18:03 - Aligning Content with Your Brand
00:29:13 - Content Creation and Human Psychology
00:33:34 - Building Confidence for Social Media Presence
00:34:34 - Overcoming the Fear of Judgment
00:39:21 - Breaking Stereotypes in Fitness Coaching
00:41:00 - Moulds and Stereotypes to Break in Fitness
If you've got something to say and if you truly have a value that you want
Speaker:to get across to your audience that you stand for in your product and your
Speaker:business, you have to be willing to put yourself out there. Your business and
Speaker:your brand is not going to grow if you are trying to talk to
Speaker:Start making content. Start putting something out there. Let's just see
Speaker:what is resonating in this world and just see what kind of
Speaker:comes from that. Because also the interesting thing with socials is that you
Speaker:You do. Everyone does. People are so busy thinking of
Speaker:Welcome fitness fanatics to the Physi.Kal podcast, where we
Speaker:dive deep into fitness, health and the business behind
Speaker:it all. I'm Coach Kal and I am here to help you break the
Speaker:mold. All
Speaker:right. Welcome back, Physi.Kal ladies, to another episode of
Speaker:the podcast. Today, we are jamming out about all
Speaker:things fitness content. Most of you will have personal brands
Speaker:or brands in the fitness space. And so this episode is
Speaker:really going to be telling you all about the do's and
Speaker:don'ts of socials, how you can grow on socials. So
Speaker:to help me with this content today, I have brought on an
Speaker:absolute expert. This guest works with high level entrepreneurs.
Speaker:has achieved over a quarter of a million views for her clients, has
Speaker:managed to 10x the reach of her personal brand account
Speaker:in under 30 days, and has a mission to amplify
Speaker:the impact of personal brands taking you from mediocre
Speaker:to million dollar. But not just that! Guys,
Speaker:she's one of us. She's in prep. She has an upcoming
Speaker:IFBB comp. So if anyone is going
Speaker:to help us to grow those social accounts, it
Speaker:is going to be this amazing lady. Welcome, Candy the
Speaker:Oh, that is, that was a juicy
Speaker:intro. That's the most juiciest intro I've ever had. And I'm just so here
Speaker:Yeah. Thanks girl. I spent a second on it. Yeah. I was like,
Speaker:and you memorized that whole thing. I was like, fuck yeah. It's important. It's
Speaker:important. Results. That's what we want to see as well. And
Speaker:We have. I have. And it's just like, whoa, like
Speaker:hearing that being spoken out loud, like, obviously, like, it's my
Speaker:bio and I'm like, I know the things about me. And I know the success that
Speaker:I've achieved. But then hearing it out loud, hearing someone speak about it
Speaker:Good. This is what we need. We need authorities. We need experts because we
Speaker:need to grow some personal brands and fitness brands here. So
Speaker:I might dive in to my first question for both of
Speaker:us, which is, what do you think, and
Speaker:it's going to be hard to pin down, what do you think is the one
Speaker:biggest mistake that you see a lot of people making
Speaker:It is hard to pin down and I'm just going to go with whatever comes to
Speaker:me first. And I think the biggest thing that people aren't getting across is
Speaker:their voice in their brand. And when I say voice
Speaker:in your brand, I'm not talking about like how you speak to your audience. I'm
Speaker:talking about like how your brand creates a voice for you
Speaker:without you even having to speak. Like that is like
Speaker:what builds a fucking authority figure. in
Speaker:the social media world right now. And because we, like, social media, like,
Speaker:we all know, it's fucking in our faces all the time. P.S. Am I allowed to swear
Speaker:here? Because I'm going to swear a lot. Amazing. I
Speaker:will be inflamed. I'll just be like, I'm just going with it. But
Speaker:it's just like social media is in our faces every single day. And
Speaker:people are consuming so much content. And
Speaker:if your brand and your like social media presence isn't speaking
Speaker:directly to your audience and isn't speaking for you, then that's the
Speaker:biggest mistake. And people aren't putting enough time and effort into building
Speaker:what that is for them. And they're just getting left behind. And
Speaker:I think that especially in the fitness industry, like the fitness
Speaker:industry is blowing up on socials and there's
Speaker:so much information out there and if you're not really congruent in your message and
Speaker:your voice and in your brand, you're literally just going to get left behind. And
Speaker:I think that the other thing too is having your point of difference. the
Speaker:fitness industry again like the health and all of these things that
Speaker:are coming out like it's a very hot topic about like what's the best health
Speaker:tip like what is going to get you the best results fastest and
Speaker:all the things and people are jumping on trends and jumping on fad diets and then
Speaker:and then you just get to a point where there's all of this information and
Speaker:people are like what the fuck where do I even start yeah
Speaker:and it's like You need to be able to leverage your
Speaker:voice in your brand and leverage your point
Speaker:of difference to be able to get attention. And
Speaker:at this day and age of social media, attention is our
Speaker:currency. We want attention. We want attention
Speaker:because when we have attention, we have the ability to
Speaker:captivate our audience, communicate our values, communicate and
Speaker:have greater impact and get better results for the people that are in our world. And
Speaker:I think for businesses and coaches and
Speaker:people that are trying to build a personal brand online, they
Speaker:forget that. They forget that they've actually got to
Speaker:speak into something with fricking intention. Absolutely.
Speaker:That is actually pretty much what I was going to say as
Speaker:well. And the one word that comes to my mind mostly
Speaker:is around that authenticity piece as well. And you were mentioning about
Speaker:jumping on board the trends or knowing your
Speaker:voice or having your voice and having the profiles actually represent
Speaker:that, whether or not you're speaking or not, as you mentioned. The points
Speaker:in which you are speaking as well and ensuring
Speaker:that you bloody stand for something. I swear. And
Speaker:it's just, it's a point of frustration for me because we
Speaker:have, I feel as if socials at the moment are
Speaker:very politically correct. And I think so many
Speaker:people are getting stuck in terms of
Speaker:what they think they should be doing and producing on
Speaker:socials. And it is not, as you said, congruent with
Speaker:maybe potentially their core values, their true beliefs, those
Speaker:things are what is going to separate you from
Speaker:others in the industry. As you were saying, it's getting
Speaker:bloody saturated, it's busy out there. What
Speaker:are you going to do to actually be able to differentiate yourself?
Speaker:And I just think people are not leaning into everything that you
Speaker:just said enough. They're not standing out because they're
Speaker:not voicing what they need to be that is actually
Speaker:Yeah, I think there's a really interesting polarity in the
Speaker:growth of social media. We've been grown up being exposed to
Speaker:being judged online. Like you put a post up, you're instantly
Speaker:looking at your likes, your comments, your saves, your shares, like you
Speaker:are instantly judged by what you're facing up
Speaker:on online. And also. For you to
Speaker:be able to have the impact that you want, you've
Speaker:got to fucking accept that. And you've got to be wanting to
Speaker:get people's attention, trigger them and actually get
Speaker:a reaction and a response. That's what's going to help you grow
Speaker:and build your brand. And I think it's just like this really interesting
Speaker:polarities where people get stuck of they know they need to put themselves out
Speaker:there. and they're doing that but in a way that they're
Speaker:like, oh this is like comfortable and I'm talking about
Speaker:my values, I'm talking about like my business and
Speaker:I'm talking about my service and my product and also Where
Speaker:they're not getting that, like, to be able to take their brain to
Speaker:the next level is they're not talking about it that's going to
Speaker:really get a response and a reaction from their audience and really
Speaker:going to actually make people go, oh, fuck, like, that hit me
Speaker:in the soul. Like, she's fucking talking to me and triggering people.
Speaker:And they're afraid of having that judgment, even though, like, every
Speaker:single thing that we do is a judgment. and
Speaker:people are going to gravitate towards you or not and
Speaker:that's what you want. If you've got an opinion, if you've got something to
Speaker:say and if you truly have a value that you want to get across to
Speaker:your audience that you stand for in your product, in your business, you
Speaker:have to be willing to put yourself out there and attract and
Speaker:get a reaction and people are going to hate. My mentors have
Speaker:told me time and time again, if you're not talking If
Speaker:you're talking to everyone, you're not talking to anyone. Your business and
Speaker:your brand and your service and your coaching service is not going to
Speaker:grow if you are trying to talk to everyone and people, please, at
Speaker:the end of the day. You need to be singling out people. You need
Speaker:to be literally specifying who you're talking to, what you're
Speaker:talking into, to be able to literally sift through all the
Speaker:people that aren't going to be your clients and aren't going to actually help you build
Speaker:a brand and aren't going to actually help you build that impact to get to
Speaker:the people that want to be in your world. Because when you have a
Speaker:really hot audience that know who you stand for, know
Speaker:what your mission is, and actually see that and
Speaker:feel that and attract to that, then that's when your brain just goes whoosh. That's
Speaker:what happened to me in my brand, in my business, and I was just like,
Speaker:oh, I get it. I've heard my coaches
Speaker:and my mentors tell me you need to, especially the whole niching
Speaker:down thing. I was like, I don't want to niche down because I'm this and this and this and
Speaker:this and this. And I was like, and I love all those things, and that's what makes
Speaker:me me. And also, the minute that I decided to niche
Speaker:down and really step into personal branding and content creation was the minute
Speaker:my business just went fucking bang. And I was like, ah!
Speaker:I was like, I get it. You guys weren't talking about nothing like that actually
Speaker:Yeah, absolutely. I love that so much. And it was a
Speaker:lesson I had to learn as well, the difficult way.
Speaker:So having an activewear brand, there is a huge push
Speaker:to have inclusive sizes. To be honest, it's not
Speaker:something I believe in. And I don't because I
Speaker:don't, and I've said this before on the podcast, but I
Speaker:hate the fact that we are glorifying people who
Speaker:are obese and putting their health at risk. Not for me, not something that
Speaker:my brand wants to put out there in the world. And,
Speaker:you know, people can take that. It's just such a push
Speaker:for you to have to be inclusive. But also in terms of the actual business side
Speaker:of things, offering additional sizes costs money. Okay,
Speaker:naturally more fabric goes into larger sizes as well. People
Speaker:are so quick to scrutinize as well for people
Speaker:actually standing for something or having a
Speaker:clearly defined customer avatar. And I also
Speaker:think one of these things is that the haters yell
Speaker:so loud. right they are so freaking loud
Speaker:we're talking one or two three comments max yeah and that
Speaker:will outweigh 30 positive comments that might be
Speaker:coming your way and i think that's just something for
Speaker:in relation to what you were saying about be polarizing you know
Speaker:create that content that might get you some negative traction but
Speaker:it's going to lead you to your tribe and your people That's
Speaker:so important. And so don't let those few comments that
Speaker:are going to be negative impact what it
Speaker:is that you're doing. And yeah, that was just something that I wanted to put out
Speaker:Yeah. And I love that you're just like, no,
Speaker:I stand for this. I actually don't advocate
Speaker:for people being overweight or obese and that's not
Speaker:something I stand for. So. No, I'm not going to fucking do
Speaker:plus sizes. And it's just like, oosh, like that, that's
Speaker:brand voice and that's brand identity. And that's going to trigger like a
Speaker:lot of people. And also you're just like, well, that's just, that's
Speaker:what it is. This is my brand. These are my values. And I'm not going to play into
Speaker:societal norms of accepting that body image
Speaker:and like, And that's cool. Like that's you
Speaker:do you, boo. And it's just like, people who also
Speaker:feel that way, but might not have the balls to voice that,
Speaker:are going to support you in your business. And they're going to be like your number one supporters. And
Speaker:yeah, you're going to attract comments and attract hate. And it's just
Speaker:like, well, if you're not attracting hate, like, are you not doing anything? Yeah. Are
Speaker:you not actually, you know, creating a difference? Are you not actually
Speaker:standing for what you believe in? because when people react
Speaker:to hate comments, usually it's probably something that they're dealing with internally and
Speaker:they're not actually ready to face it themselves and they're like seeing you
Speaker:like call out other people and they're like,
Speaker:oh my God, she's got balls. And then they try and
Speaker:I guess like self-soothe by them reacting to
Speaker:you. It's just like, no.
Speaker:So if we, because we're kind of coming into points
Speaker:of, you know, the tone of voice, having a very clearly
Speaker:defined avatar as well, I'd love to pull us back
Speaker:to the strategy level, because in
Speaker:my opinion, and comment if you think differently, that's
Speaker:what needs to come first in terms of having that very clear
Speaker:picture of Who are we speaking to? What's my
Speaker:niche? So, and all these other questions that were in there. And
Speaker:from there, you know, what are my content pillars? What am I actually going to be breaking
Speaker:down my content into? So I'd love to chat about what
Speaker:the process looks like for you when we're kind of starting at
Speaker:Yeah. Which is going to be super controversial because I didn't even
Speaker:have content pillars. Okay, tell me more. Yeah, so
Speaker:I've obviously built a brand and a reputation around personal branding
Speaker:and content creation and for me that truly
Speaker:just stemmed from my love for content creation
Speaker:and leveraging and realising my zone
Speaker:of genius in the field. And I definitely like, I'd been around
Speaker:all the mentors and I've been around all the things to tell me that you need to niche
Speaker:down, you need to have an avatar, you need to have a client profile. I think subconsciously I
Speaker:did, but it's not like I sat down and structured and
Speaker:was like, this is what I'm doing and this is A, B and C and D.
Speaker:For me, I'm a visual person. I do things from
Speaker:visions. I don't do things from structure. Now that my business is
Speaker:getting to a point where I'm like, ah, I need structure because like I've
Speaker:just been creating from a place of creative love but
Speaker:now it's like you need to have structure to be able to hold capacity in
Speaker:your business for it to go to the next level. I get that and that's an important business
Speaker:that I'm at and also I think it is with
Speaker:me saying that I don't have specific content pillars,
Speaker:I'm not advocating for that either. Because
Speaker:it's something that I actually work with with my clients when I'm
Speaker:helping them build their own personal brand, because it gives
Speaker:them the clarity. And when you have clarity in
Speaker:who you're talking to, when you have clarity in what you're doing, who you are showing
Speaker:up as and what you want to be known for, that's gonna give you the
Speaker:ease of being able to show up. That's gonna give you the
Speaker:ability to be like, when days are like, oh, I don't really
Speaker:know what to talk into today. Okay, well, at least I know I need to talk
Speaker:about one of these three topics and that's
Speaker:where you can just like bring yourself back and be like okay I just put a
Speaker:single post up today about like one of my content pillars,
Speaker:one of my strategies and like so yes it is very integral
Speaker:in building a business that can sustain itself when you
Speaker:are not motivated, when you are not inspired and when your creative flow is
Speaker:at a depletion rate you have that to fall back on and I think that's
Speaker:so important. So With that being said,
Speaker:it's interesting the fact that I'm like, oh, I don't have
Speaker:a full structure myself because my creative
Speaker:flow is my structure and I know what I talk into subconsciously. And
Speaker:for the purpose of helping people get clear on what they're doing so
Speaker:they can show up in their personal brand, yes, I think it's important. Yes,
Speaker:I think it's necessary for you to build a structural business that
Speaker:has the capacity for you to show up and build a brand to
Speaker:I think neither way, now that we're having this conversation as
Speaker:well and I reflect on what I've done personally and also with the
Speaker:business that I work for, Vibes Creative. there is
Speaker:that kind of conflicting opposing
Speaker:sides to this, because when I am personally testing things
Speaker:for new business endeavors that I'm going to do, I might
Speaker:not necessarily start out with content pillars in that sense,
Speaker:but we always will for clients to have that clarity. So
Speaker:it's interesting you mention that. And I think also though,
Speaker:The approach where I will just kind
Speaker:of feel it out is one that I also
Speaker:do value because essentially you're just
Speaker:in your data gathering phase as well. If we're testing a
Speaker:very new concept, one of the best
Speaker:ways I believe for business is to determine whether or not something has
Speaker:legs is to start making content. Start
Speaker:putting something out there. Let's just see what is resonating
Speaker:in this world. Let's dip the toes in and just see what
Speaker:kind of comes from that because also the interesting thing with socials is
Speaker:that they will tell you, they will tell you which
Speaker:direction is kind of resonating, you know, which of these posts are
Speaker:getting more views, this one maybe got a little bit more engagement, this
Speaker:one sucked balls, you know, and so that approach
Speaker:is also really good. So I think one message I would say
Speaker:to the audience is, If you're getting stuck at
Speaker:that starting point where you are
Speaker:purposely getting in your own way not making content because you're worried
Speaker:about not having brand, not having content pillars, not
Speaker:having those ideas down pat, just
Speaker:Just fucking start. And that's what I mean in what I said. I
Speaker:built my business from a place of just
Speaker:starting and creating the content and then from
Speaker:when you have the content you can actually like you said you
Speaker:can see you can use that as data analysis and you
Speaker:can actually see what you're kind of creating as
Speaker:your personal brand and as your identity and then that gives way
Speaker:that creates an opportunity that allows space for you to go are
Speaker:these this is what I'm talking into because you
Speaker:will gauge what feels good for you to talk into.
Speaker:You will gauge what gets a reaction that you're like, oh
Speaker:yes, you know when you're on one, when you
Speaker:put out a message and you get the response and you get the engagement and
Speaker:you get the things and you're like, that's my zone of genius. And
Speaker:this is even like my own experience and my own story. I've
Speaker:come from a background in nursing. I've come from a background in
Speaker:bodybuilding. I've come from a background in coaching. And
Speaker:I knew that all the things, and I knew all the things about showing
Speaker:up and building a brand and having an avatar and I was doing it and I
Speaker:felt like it was groundhog day every single day. And I was like, oh, they're
Speaker:just, I was like, but I'm doing all the things. I've got all
Speaker:the, like the strategy, the avatar, and I'm
Speaker:showing up and I'm talking about my niche, but
Speaker:I'm just not getting the traction. I'm not getting like the movement that I
Speaker:want to. And then as I pivoted
Speaker:into content creation, that was my essence. That was
Speaker:my, that was my deeper mission. That was something that I was so divinely
Speaker:gifted in creating and putting out to the world and started stepping into
Speaker:that. That's when things just went like boom. and
Speaker:it flowed, but I had to create the content and
Speaker:continue to show up in just like creating content.
Speaker:to be able to uncover that and to then be able to build the structure that
Speaker:I have now. Yeah. But it's just like, like you said, it's like if
Speaker:you're feeling stuck, if you're feeling like you're not getting anywhere
Speaker:and you're not getting the engagement and you're not getting the traction that you really truly
Speaker:desire and you know that is capable because you've seen other people do
Speaker:it, it's just creating the content. Fuck the
Speaker:content pillars. Fuck the strategy off to the side. Just keep showing
Speaker:up until you feel aligned to what you're actually talking
Speaker:about, because that is when the authenticity aligns with
Speaker:the brand. And that is what builds the voice. And when you have the
Speaker:voice and you have the brand and the alignment and all the things are congruent, that's
Speaker:when shit takes off. That's when you build
Speaker:a personal brand from mediocre to billion dollar.
Speaker:Love it. I love it. And that resonates with me so much as
Speaker:well, because I went through that exact same process of, especially
Speaker:even just in this podcast, feeling because I haven't bodybuilded in
Speaker:literally six to seven years. It's been ages. I've been
Speaker:out of the scene. When I came into starting Activewear, I
Speaker:wanted to find a niche and I was like, well, I do still love everything about
Speaker:gym and bodybuilding, right? So a niche down there, we know that these are people, my
Speaker:brand was for people who wanted to be seen. I'm like, well, who wants
Speaker:We literally get put on a stage and judged on our bodies.
Speaker:Yeah, exactly. And so from that, I,
Speaker:created the podcast as a marketing asset for the brand, but
Speaker:feeling as if I needed to speak
Speaker:to bodybuilders and kind of go toe to
Speaker:toe with them. Not that it's meant to be a competitive thing, but
Speaker:try to keep up with them in conversations. But the reality of
Speaker:that is that's not where I'm at right now. The thing that
Speaker:I am good at, at its core and
Speaker:I could speak on forever is this stuff. And so for, Like,
Speaker:this is honestly, actually, apart from a few solo episodes I've done,
Speaker:this is the first conversation I've had with someone in terms of
Speaker:socials, what I do, what I feel is right for me in
Speaker:the fitness space. And this feels great
Speaker:to me, talking about this right now, because it is what
Speaker:I know best and what I can jam out to. And
Speaker:so I just love everything that you say, because that's the exact process you've apparently been
Speaker:on. I've been on it as well. So as you were saying, that message
Speaker:to take home is just, if what you're doing at
Speaker:Yes, literally. And it's just like,
Speaker:you need to just go through the motions of figuring out
Speaker:what that is, because you're not going to have it figured out straight away. Like I've
Speaker:been bodybuilding for years and I've been competing and
Speaker:I've been showing up and sharing my journey and
Speaker:talking about bodybuilding, but in my essence, I knew I wasn't a
Speaker:coach. I knew I wasn't a fitness coach. I have a passion for
Speaker:mindset and personal development and I was showing up doing
Speaker:those things because I thought that, oh, well, if that's what I'm passionate about
Speaker:and I love doing myself, well, then maybe that's what I'm supposed to be doing. And
Speaker:there was just always that little piece of me that was just like, But
Speaker:it's not fully it. But I had to go through all the
Speaker:things to figure out, oh, content
Speaker:creation, personal branding. I am a creator. That's my
Speaker:name is Candy the Creator. And I'm so integrated and
Speaker:aligned with what that stands for, that as soon as I stepped
Speaker:into that identity, I became my own brand, I became
Speaker:my own voice. And that's when it's
Speaker:just showing up becomes so easy and effortless. And as you would know, it's like,
Speaker:yes, I have all these pieces of the puzzle of who I
Speaker:am, you know, as a character, as a human, I have different traits
Speaker:and I have different hobbies that I love to do and I love to, and I
Speaker:enjoy that makes me, me. And also just
Speaker:because I'm a bodybuilder doesn't mean I have to be a coach. Just because I do personal
Speaker:development doesn't mean I have to be a mindset coach. And
Speaker:what really fuels my soul is content creation,
Speaker:is personal branding, and being the amplifier to other people's
Speaker:missions. So that is my deepest mission. Is the content creation
Speaker:is really good because I'm a creative mind. So I get fulfillment
Speaker:out of making reels and videos and all the things. But
Speaker:the deeper mission is being able to play a role in someone else's
Speaker:mission so they can have greater impact. That's where the personal branding
Speaker:piece comes into play. And it's just like, Oh, that's the juice. That's the
Speaker:squeeze. And it's just like, yeah, I love it. I love
Speaker:it. And once you become aligned to your mission, whatever it is,
Speaker:if it is being encouraged, if it is having a active
Speaker:wear brand that doesn't sell plus size,
Speaker:fuck yeah. Yeah. Like you're just like, I stand for
Speaker:people wanting to be seen and creating an
Speaker:opportunity for people to align to that brand. And that's all that you're doing at
Speaker:the end of the day is just creating opportunities for people to feel welcome and
Speaker:to feel seen in your space and in their
Speaker:Yes. This is a fantastic lens to look at
Speaker:it through as well. And I think One
Speaker:thing, and I touched on it a little bit before, is that a lot
Speaker:of people in the fitness industry, if they're not trying to be fitness
Speaker:influencers, say they're just, you know, PTs, nutritionists, dietitians, physios,
Speaker:whatever it may be, they may look at content creation
Speaker:and just bleh. vomit. You know, there
Speaker:are people out there and this is not their jam, but it's
Speaker:a necessity for them in terms of building their fitness
Speaker:business. Yeah, exactly. And so let's chat
Speaker:a little bit about some maybe easy ways
Speaker:right like into like the content creation game yeah for
Speaker:people that because I actually do have like quite a lot of clients and
Speaker:that was kind of like my pivot was like maybe I can just help other
Speaker:coaches build their personal brand because I've built a brand for myself then
Speaker:I can use what I know to help people build their own brand and
Speaker:I think like the easiest way to get into it is Like, I
Speaker:go through a process with my clients of like, okay, well, what,
Speaker:like, it comes back down to the content pillars and the strategy at
Speaker:the end of the day. Full circle. But it's just like, okay,
Speaker:what the, like, what do you want to be known for? Get that straight.
Speaker:What do you want to be known for? Do you want to be really good at, like, do you
Speaker:want to be the booty girl that talks into that? Do you want to be about, like,
Speaker:if a fixing macros diet? What is the thing that you really
Speaker:love in your journey and that you provide to your clients that
Speaker:you want to be known for? Get really, really good
Speaker:and clear on what that is and then make content
Speaker:Because that's my voice, yeah. And that's something that I had to accept too,
Speaker:because I constantly was like, oh, I've just posted about this a few days
Speaker:ago. It's like, yeah, I'm going to post about it today, and the next day, and
Speaker:the next day. That is a point of building a
Speaker:personal brand, is people know who you are
Speaker:from what you do. You see people, like evidence-based trading. who
Speaker:blew up in socials in the last few years, because
Speaker:I actually went to the gym that he was a floor PT
Speaker:at years ago. He was literally a gym PT
Speaker:on the floor at Good Life, and I remember seeing him
Speaker:there. And like now he has this huge brand.
Speaker:He has built this massive, massive personal brand from talking
Speaker:day after day after day about eating in a calorie deficit if
Speaker:you want to lose weight and also calling people cunts and doing flight kicks. Everyone
Speaker:knows that that is the ABT brand because he's done that
Speaker:day after day after day after day after day. So as soon as you're scrolling,
Speaker:you see like Cunnies or like, and then you see Cunnies eating
Speaker:a calorie deficit and him doing something stupid because it's entertaining. He's
Speaker:created a personal brand through the simplest things and
Speaker:showing up and sharing the same message every single day. So
Speaker:it's like, get clear on what you want to be known for. Talk into that every
Speaker:single day. And that's what's
Speaker:Definitely. And I think also a point I would add to
Speaker:that would be find whatever the content
Speaker:type is that is easiest for you to
Speaker:make as well. So something that we've only
Speaker:just started kind of getting into with clients and also that I'm going to do for my own
Speaker:brand, reactions videos. Reactions videos are bloody huge.
Speaker:But one, you're leveraging what is already viral. make
Speaker:sense, use their hook, it's the thing that's gotten that video to
Speaker:the point where it's at, but it allows you to provide some commentary and also
Speaker:to establish yourself as an authority or an expert in
Speaker:relation to that video as well. And it's a very easy
Speaker:way for you to just hop on the back of another piece
Speaker:of content that is, you know, doing particularly well. And
Speaker:that's something that I've personally found has been quite easy to
Speaker:make as well. Others might be videos. I
Speaker:know there's a lot of videos at the moment that, and I've seen you post about
Speaker:this, so provide your context on this, but it's just about letting
Speaker:the video run short and having the amount of text on the video that
Speaker:is readable within the timeframe. cause people to re-watch
Speaker:the video again as well. That stuff, like not too
Speaker:Is there any others that you can think of? I think like, yeah,
Speaker:like there's definitely like a number of kind of concepts
Speaker:that I use and leverage because I believe like different types of
Speaker:content style is going to get you a different Like response, for
Speaker:example, like the shorter videos where you've got longer text over, like
Speaker:that takes longer to read than what the video plays. That's going to get you
Speaker:more views. So that's going to get you, you know, shared across a
Speaker:wider audience. Does it necessarily mean
Speaker:that it's going to get you more followings, more clients and more business? No. but
Speaker:it's giving you more attention for people to come into your world.
Speaker:And then it's just sharing entertainment, for example.
Speaker:So one of the reels I did the other day that did really well was a
Speaker:mock video. It was like, I'm a content creator. Oh yeah, I did see that.
Speaker:That was good. The engagement I got from that was hectic. I
Speaker:had got hundreds of likes and comments and shares and
Speaker:saves because it was funny and it was relatable. And I made a
Speaker:dickhead out of myself. And people were like, oh my God, but
Speaker:it's also so interesting because people, I'm reaffirming
Speaker:my authority because I'm calling out, I'm a content creator. And
Speaker:I'm also showing the confidence to actually stand in the middle of
Speaker:the busiest walkway in fricking Burley and stand
Speaker:there with a tripod and take photos of myself. And people were like, oh my God, I can never do that. Yeah, but
Speaker:they find it so entertaining because I was calling myself out and I was calling other
Speaker:people out. So it's just like being able to use different
Speaker:strategy styles and like you said, like whatever is easiest for you,
Speaker:but you need to also be able to diversify your content because you
Speaker:need to be able to talk into different audiences, because
Speaker:there's people who are going to gravitate towards the entertainment or the
Speaker:long form reels. There's going to be people that just, they don't want to read what
Speaker:you have to say. They just want to look at a screen and be like, oh yeah, that's that information instantly.
Speaker:Like you need to be able to, and this comes into like human psychology and
Speaker:this takes it like a whole different route that I could talk about as well for
Speaker:days, but it's like when you're creating content, you need to
Speaker:not only consider the concept, what you're talking
Speaker:into. what value you're providing, and also you
Speaker:need to pay attention to every detail of
Speaker:the content in the sense of how it's actually being
Speaker:conveyed. Is it hitting people's visual cues? Is
Speaker:it hitting people's auditory cues in the sense of like hearing
Speaker:things? Is it hitting people in the feels? Are you attaching the
Speaker:right song? Are you using the right language? Are you making people
Speaker:emotional? Are you making people react? There's
Speaker:so many different things that you need to consider when it comes to content creation
Speaker:to be able to get, I guess, the most response.
Speaker:Because you can provide the value, you can jump on trends, you can jump on
Speaker:just reacts and stuff like that. And also, you
Speaker:need to consider Well, you don't need to, but you're going to get
Speaker:a better and leverage your content by considering
Speaker:all avenues of how people process information and not
Speaker:just utilizing one type of content. Yeah. Because
Speaker:each different type of content is going to give you like, like while
Speaker:saying like the shorter reels. they're going to probably give you more views,
Speaker:but are they going to get you many saves? Probably not. But you
Speaker:providing an educational video of you talking about a specific topic and
Speaker:providing information to your audience for a minute, that's probably going to get
Speaker:a lot more people in your DMs wanting your service, but
Speaker:it's also probably not going to get as many views. So it's just like you
Speaker:need to understand the different roles each type of content plays
Speaker:in your business and actually fulfill all of
Speaker:those for you to have a full rounded, a full business that
Speaker:Yeah. And I think that's such an important point that
Speaker:you're mentioning there as well, because as well as having the
Speaker:differentiated pieces of content, as you're saying, it's
Speaker:going to target different people as well. Your content, despite
Speaker:the fact you might have tightly defined your avatar, some content is
Speaker:aimed at bringing in new people. Others should be
Speaker:aimed at nurturing. Yeah, exactly.
Speaker:We're so aligned. We're the same
Speaker:person. So good.
Speaker:All right. So in order to, okay, actually
Speaker:one question I would have as well is in and around confidence.
Speaker:So I think a lot of people, as well as not knowing
Speaker:what content to create or a feeling or perceiving
Speaker:a barrier in terms of them actually going to create the content. A
Speaker:lot of people are in confident or
Speaker:in showing up online as well. I would say there's a lot of hesitancy in
Speaker:Any advice? Well, how
Speaker:do you think confidence grows, right? Like
Speaker:confidence is really just a mirage people show up as. Like
Speaker:you have to, I guess, put yourself
Speaker:in a position of how you really think your business is
Speaker:going to grow if you're not showing up. confidently. Like,
Speaker:you wouldn't go to a store and buy a service from someone who's
Speaker:half confident about the service they can provide for you. That
Speaker:you, like, if someone's confidently being like, yes, this is going to be amazing, it's
Speaker:going to give you this, this and this. Internally, they might be like, second
Speaker:guessing themselves or being like, oh, fuck, I don't really know. But if they're showing up confidently,
Speaker:you're going to want to buy from them because you're like, oh, yeah, you're building
Speaker:that trust and rapport with them by showing up confidently. I
Speaker:didn't always have the confidence to show up, but I knew that I had to
Speaker:show up confidently in order to one, build the confidence and
Speaker:then also build the authority for people to be like, wow, she's so confident. Yeah.
Speaker:Like I remember literally this is like how much I've grown
Speaker:in like a few years of just like doing the work day and day. Like I
Speaker:remember a few years ago before I started like my personal development journey and all the
Speaker:things like I could not go down to Burley
Speaker:and go for a walk by myself without being so insecure
Speaker:of people looking at me. I felt like
Speaker:I either had to be on my phone, I had to be carrying a cup of coffee,
Speaker:I had to be listening to music because I felt like I needed to
Speaker:be doing something because I didn't have the confidence to
Speaker:just be and to just show up. And
Speaker:so that's what I mean. It's like you constantly show up every single day to
Speaker:build that confidence. Me, three years ago, being
Speaker:like, oh, hey, you literally just filmed a video in the
Speaker:middle of the busiest street in Burley and put a tripod
Speaker:in the middle of the busiest street in Burley and took photos of yourself. I
Speaker:would have been like, absolutely fucking not. Would I do that? Hell
Speaker:no. But it's just like, you have to just continuously show
Speaker:up and just accept that confidence is required to
Speaker:Yeah, agreed. And also I would say,
Speaker:no one cares. No one cares. No
Speaker:one actually cares about you as much as you care about you. Yeah. Sad
Speaker:fact of life, but also really empowering fact as
Speaker:well. You know, we were talking about the fact that you
Speaker:know, certain accounts are going to be
Speaker:replicating the same content over and over and over again. The reality of that is
Speaker:as well is that the people who are your followers are
Speaker:not going to be receiving all of that content. Same applies for
Speaker:this situation in terms of confidence. no one gives
Speaker:a flying fuck. No one is paying attention to you or what you're doing
Speaker:as much as you're scrutinizing yourself. In fact, I would beg
Speaker:to argue that a lot of the people, especially the ones who are going to be your
Speaker:initial followers, are going to be the ones in your circle. They're
Speaker:the ones that are cheering you on. So, you know, you've got that time and spaciousness
Speaker:almost to be able to builds that confidence within yourself, within
Speaker:your brand, and then maybe you can start attacking some of the more polarizing bits
Speaker:And it's just like, and also being okay with people not
Speaker:supporting you. Yes. It's a good point. Because it's
Speaker:so interesting when you build a business, sometimes you, the
Speaker:people you expect to support you don't. And
Speaker:then you'll have all of these people come in from your world
Speaker:that you didn't even realize were watching you come
Speaker:in and be your biggest supporters. And you're like, what the fuck? Like,
Speaker:it doesn't make sense and it doesn't have to make sense. But the
Speaker:fact is, is like you continue to show up, you build the
Speaker:confidence to show up and to continue to be
Speaker:the face of your business and the face of your brand and the face of your service,
Speaker:you're naturally just going to create this stigma around you
Speaker:that you are confident, even if internally, you're still just
Speaker:like, oh, I don't really know what I'm doing. But it's just like, You
Speaker:have the confidence to show up. You do. Everyone does.
Speaker:Just, just do it. Yeah. Just do it. And it, and
Speaker:I think the biggest thing is something that really landed for me
Speaker:when I started showing up is people are
Speaker:so busy being in the thought of what other people
Speaker:think of them. They're not thinking about you. Yeah. People
Speaker:are so busy thinking of what other people are thinking about them. They actually don't
Speaker:think about you. I love it. It's a full
Speaker:paradigm shift. It's a full paradigm, but it's true. Because
Speaker:I felt that when I started doing it. And I would walk
Speaker:around and I was in the thought of what other people were thinking about me, not
Speaker:realizing that no one else is actually thinking about me. Because
Speaker:no one cares. They're in their own world. So it's
Speaker:just like, OK, well, if that's the case, well, then I'm just going to show up and be who
Speaker:I want to be, stand for what I stand for, talk what I want to
Speaker:talk into. And the people who resonate with that resonate with
Speaker:that. And they're going to be the ones that follow me. And they're probably going
Speaker:to be the ones, when I get to where I want to get to, be like, how
Speaker:did you do that? It's just, I did the things day
Speaker:after day after day and just showed up when I didn't really know
Speaker:Exactly. And to add to that, most
Speaker:of you have done the hardest part. You've built a business. Yeah.
Speaker:You had the confidence to build a business. Yeah, and
Speaker:you're saying that you're scared to step on social media,
Speaker:like put that into perspective and apply
Speaker:the lens that it deserves with that as well, you know,
Speaker:you have achieved the biggest thing at the very least. what
Speaker:you could do for yourself is promote the damn thing that you've spent
Speaker:Like, I love that you it's like bringing it back to the fact that you've
Speaker:done the hardest part is being like, I'm actually gonna, I've
Speaker:had all these thoughts because everyone has thoughts. Everyone has ideas.
Speaker:Everyone's like, Oh my God, that would be such an incredible business. How
Speaker:many people are actually doing it? If you've actually started
Speaker:the business, you're already 10 steps ahead of the game because
Speaker:you've had the confidence to do that. Utilize and leverage that
Speaker:motion piece and that to build momentum to keep
Speaker:showing up in the business. One of my mentors told me,
Speaker:it's like, you're actually doing other people a
Speaker:disservice by not promoting yourself, by not
Speaker:showing up. Because you've got a product and you've got a service that
Speaker:can help other people. And at the end of the day, The greatest
Speaker:fulfillment comes out of impact. It comes
Speaker:out of helping other people. Yes, it fulfills you because it's something
Speaker:that you value and it's your mission, but it's this constant flow
Speaker:of showing up. It's this constant flow of having impact and
Speaker:being able to provide a service to other people. If
Speaker:you're not showing up and selling that and actually helping
Speaker:other people get the results that they don't know that they need or
Speaker:Absolutely. Got one final question for you, babe. So,
Speaker:Physi.Kal brand is all about breaking the mould, standing
Speaker:out, tearing down stereotypes, particularly in fitness and fashion worlds.
Speaker:Yeah. What is a mould or
Speaker:Oh, what a juicy question. Um, I
Speaker:think in relation to health and fitness specifically,
Speaker:I think that there is
Speaker:this massive call towards, and
Speaker:I'm going to, I'm going to lean into coaches here and Pitt, this is
Speaker:probably going to be fucking triggering. And also it's just like, you actually
Speaker:don't have to have done the things to be
Speaker:a good coach. Like, there's
Speaker:so many people that be like, oh, I don't want to go with this coach because they actually haven't competed before.
Speaker:Who fucking cares? If they have done the research
Speaker:and they have worked with people that have
Speaker:gotten the results, they know what they're fucking doing. It's
Speaker:just, I see it all the time and I see people being like, oh, you
Speaker:know, like, like I just call bullshit on it. I'm just like, there
Speaker:are so many incredible coaches out there that
Speaker:may not have competed, but can produce the
Speaker:best athletes on stage because for
Speaker:them competing might not be their thing, but coaching is. It's
Speaker:like, if you're looking for a service or a coach or
Speaker:something, it's like, stop limiting your
Speaker:potential by trying to find someone who is on
Speaker:the same level as you. Find someone who is
Speaker:literally producing the results in other people.
Speaker:go towards that. I think that's brilliant. And it's an
Speaker:interesting perspective that people apply depending
Speaker:on the industry that you're within as well. So
Speaker:within certain areas of life, people will expect that
Speaker:you have done the thing. as well. You
Speaker:know, you actually, I don't know, have a podcast if you're a podcast producer, or
Speaker:you have X if you're whatever. But if you think about a
Speaker:context of sport more broadly as well, some of the best,
Speaker:highest level coaches, soccer teams, whatever it may be. Yeah, they're not
Speaker:the players. No. No. No, but people
Speaker:Yeah. It's because people have different zones of genius in
Speaker:their element. So it's just like, even like
Speaker:with my personal brand, I was like, I know it could be better. And
Speaker:also, I'm really fucking good at channeling other people's visions and
Speaker:creating a personal brand for them. That is my zone of genius. Yeah,
Speaker:I'm really fucking good at creating content too because I'm visual and I'm good at
Speaker:all the things. And I also know that it could be better. But
Speaker:I get greater service and impact out of helping people get
Speaker:the clarity they need to build a brand. That that's
Speaker:the difference is like, look at someone who is creating
Speaker:the results that you want in other people, leverage that and
Speaker:Candy the creator. Thank you so much for joining us today.
Speaker:This has truly been a really wonderful
Speaker:conversation for me to have. I completely feel
Speaker:at home in this and you've helped me to kind of bring that
Speaker:out through the podcast. So. Thank you so much. And if
Speaker:My number one handle is Instagram. It is candythecreator underscore.
Speaker:She has actually a really awesome broadcast channel as
Speaker:well. I've been loving all of the content in there. So yeah, if you're
Speaker:after any content creation, tips, tricks, all
Speaker:of the stuff, go give this girl a follow. She's great. So if
Speaker:you can leave a five star review on Apple Podcasts or Spotify and
Speaker:subscribe to us on YouTube, drop any comments on
Speaker:our socials as well. We are at fizzy.cal. Thank