176. What's Working For Nutrition Businesses In 2025 (And What Isn't.)

Let’s talk about 3 things working right now in 2025 for getting clients in your wellness business—and what’s just not cutting it anymore.

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Transcript

00:00
Andrea Nordling
What is actually working to get Nutrition clients in 2025 and what used to work but is now dead. That is what we're talking about today. If we have not met. My name is Andrea Nordling. I am the founder of the Profitable Nutritionist where I have the absolute pleasure of working with a whole lot of health and wellness business owners. And so I happen to know a thing or two about what is working and what isn't working. I also am going to be very transparent about what is working now that no what used to be working but is no longer working in my own business and be really transparent about that as well so that we can just have a real frank conversation about how things have changed and how we need to adjust. 

 00:39
Andrea Nordling
So first and foremost, let me just say that our businesses are not set it and forget it. This is not the food dehydrator of our childhood infomercial past. If you are of similar age to me, it's not just set it and forget it. It's not all right. Things change, the market change, we change, our easiest clients change, the way that we help clients changes. All of that is very fluid and approaching business as if it is a one and done set it up and then it's always going to work the same way forever situation is just not first of all, it's not true, but it's also setting you up for failure. Ask me how I know this. So it's a good conversation to have little check in on what's working now, what is no longer working. Okay. 

 01:21
Andrea Nordling
Some of these things are things that, like I said, that I have discovered in my own business, which admittedly is much more advanced than I know a lot of people on this channel, but a lot of them are patterns. I'm also seeing from having so many conversations with my students inside the profitable nutritionist program, a lot of which have businesses that are making less than a hundred thousand dollars a year and also having conversations with my higher level mastermind students that have six and multiple six figure businesses. So these aren't just tips, these are straight from the trenches. My trenches, my students trenches. And you don't need to be doing all of this stuff by the way, especially if you're just starting out in your business. 

 01:54
Andrea Nordling
So I always want to preface anything I'm about to say that is a little strategic or might be kind of tactical by saying you got to have discernment on what stage of the game you're at and what is actually going to be applicable for you if you are just starting in your business. You don't need to be, you know, doing everything, taking it all on, overwhelming yourself, and try to build Roman a day. It's not going to work. It's not good for you, not good for the longevity of your business because you'll burn out real fast. 

 02:19
Andrea Nordling
What I do want you to do is be thinking like a business owner that is thinking for the long term and what's really valuable as a business owner that's thinking for the long term is being able to evaluate what's working and what isn't and then having some skills to know when to pivot, when to make a tweak, when to adjust a little bit. So that's kind of, you know, the gist of this video is, first of all, nothing is permanent in your business and it's not a problem that it isn't permanent. If you set up some structures and they don't work forever, that's just life, that's just business in general. Nothing has gone wrong. But we can make it better. 

 02:52
Andrea Nordling
We can make our businesses better and we can make it a lot easier on ourselves by having some awareness of what the trends are market wise and tech wise, which is changing super fast. We're gonna talk about that. And obviously you know all of this and that's why you're watching this video right now. So the first thing that is not working is just being attached and sticking to what used to work. If I could show you my innermost thoughts in my mind, this is one that it's like dinging up a light bulb right there. Like, this is us, this is me. This is me. Like, I want everything that used to work to still work exactly the way that it did. Predictably, it would make my life so much easier as a business owner. And guess what? That's not working. 

 03:35
Andrea Nordling
Being attached to the past, being attached to past results, being attached. I see for my clients sometimes as like having success in a past career and thinking that's going to translate to their wellness business. Like, we just can't be attached to what used to work. Okay. What is working right now in the here and now is staying nimble, staying curious, and staying unattached. If you're nimble and you're curious, you're by nature, you're unattached to how things work. You're like, I'm going to keep trying, I'm going to keep iterating. I'm here for the long term. I'm going to figure it out. I'm resourceful and I know that this is A changing environment. I'm just here. I'm here for the party that's unattached. I highly suggest that you take that approach versus oh, my goodness. It's supposed to work this way. 

 04:18
Andrea Nordling
It used to work this way. What is wrong? What is wrong? I'm going to give you an example of this. I'm going to tell you a little story. In 2021, spring of 2021, I launched in the profitable nutritionist business of mine, I launched a promotion in May of 2021. It was called the Summertime Challenge, and it was a time management challenge. And it was where I taught my time management strategy. I taught it for free for five days. And then I invited people to join the profitable nutritionist program. Okay. I had about 500 people on my email list at that point, and I'm not on social media, so there was no other way that people were hearing about this promotion. It was only going out to people on my email list. 

 04:55
Andrea Nordling
So about 500 people got invited to this free challenge and then they got invited to join my program. And it crushed it. Absolutely crushed. I was super proud of it. And like, it was great. We had a great enrollment turnout, got a bunch of clients from that promotion. So I have done that same promotion. I've upgraded it. I've changed the content a little bit. But the bones of it has happened every May since then. Because when something's working, we keep doing it right. Well, right until it isn't working anymore. Which brings us to May of 2025 in the here and now. We did the Summertime Challenge again. It was the best version that we've ever done. It had the most support, it had the most bells and whistles without overcomplicating it. But honestly, great challenge, great content. 

 05:36
Andrea Nordling
The people that were there rave about it. And my email list has grown quite a bit in the last four years, as you might imagine. So we have, you know, well over 5,000 people on the email list now. So 10 times the email list size and got less than half the results in enrollments from the same promotion, which if you're attached to the outcome, which I can admit that for a little while, I was very frustrated with this. I was like, how can that be? I know that this works. I know this challenge works. I know the messaging works. I know all of it. Like, I know the problem that I'm solving for my clients. I know this content is so good. It helps them so much like what is happening. It can be really attached to the fact that it should work. 

 06:17
Andrea Nordling
The Way it used to work, it didn't. So what choice does a person have but to just laugh and get curious and be nimble and try to detach from those results and figure out, okay, what are we going to do differently? What is going to. What's the. What's the change here? Has the offer changed? Has the audience changed? Has the market changed? Has the technology changed? Well, I'm going to say that all of those things have changed since. In the last four years, for sure, all of those things have changed. However, we've done this same challenge yearly. So I know that, you know, even a year ago, we got good results from it. Two years ago, we got good results, but it was pretty dismal in comparison this May. So I. 

 06:59
Andrea Nordling
That led me to make the decision that had been, like, waffling on for a while with this kind of made the decision to test Evergreen enrollment for. For the profitable nutritionist program for the first time since launching it in 2021. Now, if you're not familiar with that term or like, what I mean by that, I mean that we have done open and closed enrollments for the program where it would be open for six or seven days and then closed for the rest of the quarter. And then we would have an open enrollment period where we would welcome a bunch of new students into the program. We would shut the doors when we would really work as a team on supporting those new students, getting them up and rolling, and, you know, doing that in cohorts for a lack of a better term. 

 07:36
Andrea Nordling
But anyway, open and closed enrollments, all right, that's how it's always been. And I really liked that. It was. I really liked the structure of that for a lot of reasons. We weren't always marketing all the time. It was like we, you know, we have a dedicated period of time where we're selling and we're really promoting hard, and then we close the doors and we really get to work on supporting the clients in the program. Okay. So I love that for a lot of reasons, and it worked really well for a while. And I would argue that it's not working well right now and that the results of that have dwindled. So it's time to make a change. Staying nimble, staying curious. I told you at the beginning of this that I was going to just be really transparent. 

 08:12
Andrea Nordling
This is something that we're testing. Evergreen enrollment means that the doors are always open for the program now. So there is no open and closed. It's just open. Will we continue this indefinitely? I'm not sure. We're going to measure the effectiveness of it. We're going to weigh the pros and cons of, you know, if it's something we want to keep doing. But just, you know, if you've been around for any length of time and you wonder about that change or if you're just new to this and you're wanting an example of this in action, you can't always stick with what used to work when it's not working anymore. That's the definition of crazy is doing the same thing over and over again and expecting to get different results. Right? Okay, so Evergreen enrollment for the TPN program is open now. Something we're experimenting with. 

 08:53
Andrea Nordling
And I honestly never thought that we would do that, but here we go. So shameless plug if that down. In the description there is a link to join the profitable, nutritious program. If you want the step by step on starting and growing your wellness business to consistent six figures a year, that is the program to do it. Okay, so that was one example, little micro example of, you know, things aren't working the way that they used to. We gotta adjust. We have to be curious, we have to be nimble, and we have to try new things. One example for my business, I have an example of one of my students, this, that I was coaching recently inside the TPN program. We do weekly coaching calls. And so she was wanting some advice or some coaching on her Google Ads. 

 09:32
Andrea Nordling
And so in 2024, she 2023 and 2024, she had excellent results with running Google Ads. She had plenty of discovery calls, filled up her client pipeline with Google Ads. They were working great. Very, very positive return on investment on the ads. And so she was super happy with that. It was like the, you know, biggest way that people were finding her. She definitely gets referrals too. But Google Ads was like her. Her thing. And she had a baby, so she turned off her Google Ads and she went on a nice, luxurious, long maternity leave and she came back, turned the Google Ads on again, and nothing like, no results to speak of, not getting the right people, not booking calls. She's like, these ads just are not working anymore. And it was the same exact ad, same exact everything. They're just not working. 

 10:19
Andrea Nordling
So, you know, part of the coaching is like, well, can we figure out why they aren't working? Has the tech change did something like, is something not firing? Right? There's definitely some, you know, strategy there and some coaching there to be had. So we exhausted that. But also it was just a reminder that, like, you know what, something has changed. And so how are you going to adjust? Are you going to double down on Google Ads and figure it out? In which case you're probably going to have to talk to two or three or five more Google Ad specialists, talk to some different people, get some perspectives, ask a bunch of people, like, do a bunch of consults with Google Ad specialists and ask them what's happening and see how they would fix it. 

 10:55
Andrea Nordling
Get some more information, figure out if something changed in the market, something changed in the tech. Like, what do you need to do? Are you going to keep going there or are you going to pivot a little bit? Because you know what messaging already works. I said you do have like a pretty big database of information here on what ads like, what messaging converts, cold people have never heard of you before to booking a call and becoming a client of yours. We have a lot of data there. How can we repurpose that in other ad formats or in other places? So that's something that we coached on and I just wanted to bring that up as an example of this because it's like, yeah, things do change. Things that used to work and it seems like they should just keep working forever, don't. 

 11:31
Andrea Nordling
And we have to remember that as business owners that, you know what, things are always changing. The market is changing, tech is changing, we're changing, businesses are changing. All the things are always changing. So, yeah, there's that. I asked her during this coaching session a question which I think is valuable for all of us, especially if we're wondering, is the tech working? This is always where my brain is going to first. These days when I hear someone say like, this used to work and now it doesn't work anymore, I'm like, ooh, okay, tech has changed so much. And I know this firsthand in my business because my business is primarily based on emails, email marketing, and sending content and valuable content via email. So I have to like, give that background first. Everything in my business. Email, email. I'm not on social media. 

 12:18
Andrea Nordling
I don't create content on social media. If you're going to get good stuff from me, you're subscribed to our emails. And every week I'm sending out multiple valuable emails of strategies and tips and all of the things via email. And guess what has changed a lot recently. I would say in the last 18 months, actually, I could probably tell you exactly to the week when things really changed because I have a lot of stats on this. And, and that is email. That's email. It has changed A lot tech has changed the way that we interact with these tools that do make our life a lot easier and do make it possible for us to connect with people all over the planet, which is pretty cool. 

 12:51
Andrea Nordling
And it's the first time that this has ever happened in recorded history that we can have businesses and have clients everywhere, have the exact right people find us. How cool is that? It really is not lost on me that this is pretty incredible. And also those tools change and the way that we utilize them and maximize them changes. Emails huge problem because a lot of emails are going to promotions folders that nobody ever sees. Do you check your promotions folder? If you said yes, then you're literally my husband. You're the only person in the entire world he tells me. He's like, oh yeah, I always go through all my spam, make sure nothing ended up in there. Went through the promotions. I'm thinking, what is the point of filtering to those folders if you still monitor the folders? I don't understand. 

 13:30
Andrea Nordling
Point is I am in the camp that we don't look at those folders and so I understand how really valuable content gets filtered away into a promotions folder, never to be seen again. And I have a lot of data in my business that this is happening. Okay, so when people are telling me like blah, blah, isn't working anymore, like, okay, is this email based? Is this deliverability has changed? We have to be thinking about are these emails even being seen? A lot of times it's no. Open rates are largely inflated because after Apple did a big update on how they pre open emails and then report open rates, it can show that you have really high open rate of your emails. 

 14:09
Andrea Nordling
But actually those are called pre opens or soft opens from Apple users and actually the people never saw them and didn't actually open them. So there's just so many things that change quickly. Do we need to get into every single nuance of how tech has changed and the things to think about? No. Point is it's always changing. It's always changing. We can't just assume that the thing that used to work will continue to work the same way forever. Not realistic, but especially not in this current climate where we're in where things are changing so, so so fast. So first I'm always wondering like, is the tech even working? Is, is the thing working the way it was supposed to? Has something else changed? And then I look at the messaging, has. Does that need to get tweaked? 

 14:45
Andrea Nordling
So just so you know, like that's kind of My thought process is first, is there an easy reason why they're not even seeing the thing? And then secondly, if they are seeing the thing and it's not working the way that it used to do, we need to look at the messaging. I think that's all I'm gonna touch on email deliverability and all those things. If you are curious about that though, I guess I'm gonna say this. If you wanna do a deep dive video from me on email deliverability, how we're improving that inside my business and all things email deliverability, if you're curious about that, I. Let me know in the comments. I can definitely do a whole video on that because that is a topic that has certainly occupied a lot of my bandwidth and my brain space in the last 18 months. 

 15:26
Andrea Nordling
So I'm happy to do that. Okay, so that's first thing that isn't working anymore is like, is just thinking that the past things that worked are going to keep working and being overly attached to that. It's a huge problem. What is working is being nimble, being curious and having an open mind about things being a little bit different. Because they are, they always will be, but especially now just with things changing as fast as they do. Oh my goodness. So I guess my takeaway with that is it's okay if things aren't working the same way that they used to. And also don't jump to conclusions about why it isn't working. Look at the tech first. If it's, if it's possible that there's a tech issue or there's a deliverability issue, or there's a visibility issue, something has changed in that way. 

 16:09
Andrea Nordling
Look at that first. Before thinking this messaging isn't working anymore or this, whatever it isn't working anymore. Let's exhaust the tech options first, then we can think about messaging. So let's talk about the number two thing that I'm seeing that isn't working. That used to work and then what is working now. What is no longer working in 2025 in my opinion is relying on automation only or primarily. I guess I'll say that. And what is working is high touch, personal connection, especially in the early stages of your business. Okay, so what the heck does she mean by that? Relying on automation, you might be thinking, I'm pretty sure that Andrea has an online business that has a lot of automations and you would be true, correct in that. 

 16:52
Andrea Nordling
However, we're bringing in a lot of one one touch points because relying on automationly in My opinion, and this is might be a little controversial in the age of AI, is that it's not working and as well, okay, so one to many marketing is one aspect of this and that's where you are sending out your marketing message, your promotions, your emails, any social media content you might be doing, podcasts, videos, like this, doing webinars, whatever it is that you're doing. If it's online, that's like one to many. You're selling, you're promoting and you're delivering at one time. But it's reaching many people. 

 17:26
Andrea Nordling
It is valuable and I think necessary and in our current landscape, especially when your business is getting bigger and you want to get more eyeballs and you know that what you know your messaging is working and it's converting and now you just need to get more people. Like that's when this becomes really important to think about scaling and to think about, okay, now this process, we're dialed now, we just need more people, we need more eyeballs, we need more takers. Okay, yes, in that case, one to many marketing is the thing. Relying on automation is the thing to be able to do that. 

 18:01
Andrea Nordling
However, in the early stages of business, which I know a lot of people that will be tuning into this, are in the early stages of their business relying one to many marketing strategies without having a foundation of like really connecting with people, personal connection, high touch, I would say one interactions is really detrimental. And the reason for that is because it is upscale to do one to many selling to do have marketing that lands with people that you're not having a back and forth two way conversation with that. There's a learning curve to that. And then let's just be honest, it's a skill that takes a little bit of time to kind of nail it. You gotta have some best practices on sales psychology and the platform that you're even using to get in touch with the people. 

 18:44
Andrea Nordling
Which brings us back to our last point, that tech is changing fast and things that used to be working might not be working anymore. So staying on top of all of that and all of the considerations that come there is no small feat. All right? And in the beginning of your business, trying to master those things, while you're still trying to figure out who do I want to work with, how do I actually help them, what is the problem that I solve? What is my client process? What are the milestones in that process, how do I make sure they get results? How could I better help support these clients? How do I manage my time so that I'm not completely burned out. How do I only work these hours? How do I not neglect my family? 

 19:16
Andrea Nordling
All of these questions that have to be answered, especially in the beginning of our business are going to take some time and they're going to take some attention from you. And trying to also become an online marketing guru on top of it is a little bit unrealistic. So I just want to say this, that relying on automation only or trying to automate everything quickly in your business as fast as possible, because it looks like that's the thing to do and you see businesses that are more mature, that are operating that way and you think, especially in the beginning, oh my gosh, that's what I have to get to. Well, you don't actually. And in fact I'm going to argue that what's working in 2025 right now, right here, the best is high touch, personal connection, people want people. 

 19:55
Andrea Nordling
Now my business is built on a combination of referrals and one to many marketing. So this might be a little bit confusing, but I want to just continue to frame this as my business is pretty advanced. We've made many millions of dollars and served a lot of people. It is more advanced, but I didn't start there and you shouldn't, in my opinion start there either. Don't try to jump to level 10, you know, like start with where you're at. And also what's funny is at level 10 or whatever level I would, I'm at, we're getting back to personal connection and high touch and personal reach outs because it is so important. And I just really feel like that is where we can differentiate ourselves in 2025 is not being so automated. 

 20:33
Andrea Nordling
So yeah, anyway, if you're trying to go viral and if that is your ultimate goal, you're not going to listen to this and you're probably not still watching this video anyway. So that's like an aside is that you're probably not trying to go viral on Instagram reels and also watching this video. But if you think that is the only way that you can have a successful business in this day and age, I want to just really reassure you that isn't the case. But I do see this with people a lot where they're trying to have a really automated one to many strategy to get as many people that engaged with their content as possible or to try to sell to as many people as possible. 

 21:12
Andrea Nordling
And, and when I push them on this, I say, okay, but hold on, let's just go Back to the beginning. Does your hairdresser know what you do? They're like, well, no, I don't really talk about it. Not with her. I'm like, okay, but does your best friend know what kind of clients are your ideal clients and who to refer to you? I mean, no, definitely. Okay, let's start there. Let's start with the foundation and the super easy stuff, like to be trite, like the low hanging fruit. Let's start with that. Let's have conversations with people in your life that are already interested in you, that want to support you, that love you and would love to see your business be successful. 

 21:50
Andrea Nordling
Let's have conversations with them first before trying to crack the code on going viral on Instagram or something like that, which is just so, I don't want to say it's so difficult, it's so hard because I don't know that those are useful beliefs. But it is an advanced skill set. I'm going to say that it's an advanced skill set. So let's not try to adopt this advanced skill set and master that. Let's start with the basics first. Automation has its place. I love it. I think that we can all benefit from it in our business in a lot of ways. And also I think that one reach outs, one conversations, one follow ups in whatever way feels good to you and is in alignment with how you best show up to support people. I think that is what you really need to lean into. 

 22:35
Andrea Nordling
Like, I don't even like saying you really need to do that. Who do I, how do I know what you really need to do? My suggestion would be that you think about potentially leaning into some more personal outreach. Well, that's what we're doing in my business, honestly. We have somebody that is on the team whose sole job is to just follow up with every lead that comes in onto our email list to ask how can we help them? What are your goals for your business? And to start conversations. And that to me feels so valuable in this age of automation. So I just, you know, I will like just offer that. That's my perspective. 

 23:11
Andrea Nordling
Maybe you don't need to do that, but my perspective, I'm seeing that is really helping a lot with, I don't maybe connect, I guess I'm gonna say the word connecting, which is connecting to people, having an authentic connection to people. And we are hearing that they're really appreciating getting a personal podcast playlist, for example, based on exactly what it is they're struggling with or a video training on exactly what it is that they're struggling with. Because we're having these one one reach outs. Yes, there were automated means that brought them into our, you know, ecosystem. But having the one one touch points is huge. We're also doing sales calls personally. Like I'm personally taking sales calls in 2025. This is the first time ever for 2019 through 20 or early 2025. 

 23:57
Andrea Nordling
I've never done sales calls to sell any business coaching programs, any of my programs, anything. This is new. But here's what I'm hearing. People are like, oh my gosh, I can't believe it's really you. I can't believe I really get to talk to you. This is so helpful and I'm loving it too because I'm learning a lot about my people that is a little bit different than what I thought. When I'm asking them really specific questions. I think, I already think I know the answer. They're surprising me with like it's a little bit different than what I thought the answer was. Which is really helping me to adjust a little bit in the messaging and adjust a little bit in our processes and in how I am, you know, approaching business in 2025. 

 24:36
Andrea Nordling
Which goes back to, you know, what I said first, which was the big thing that isn't working is being attached to the way it's always been. We got to iterate, we gotta change. And so that's another way that we're doing that here in our business. And you know, I just think like there's room to be curious and experiment with all of the things. I'm having so much fun doing these one one sales calls. And that is not something I've ever even done before in this business. So kind of interesting. I do have some student examples of this as well. I had somebody that I recently was coaching in TPN and she was like, oh my gosh, my email list is clicking the links, but they're not booking consults. 

 25:09
Andrea Nordling
Like people I can see, they're opening the emails, they are clicking the links, but nobody is booking consults. And I told her, okay, so what if you just emailed every single person who opened and clicked but they didn't book with you and just personally follow up with them and start a conversation? And she's like, oh my gosh, that's gonna feel like stalking. That's a lot. I don't think I should do that. Then she kind of Processed it and she talked through it and she said, what am I supposed to say? Am I supposed to say I was creeping on you? And I saw that you clicked a link but you didn't book and I want you to book. I was like, I don't think I would say it exactly like that. 

 25:44
Andrea Nordling
But we coached on it and we, you know, like explored it a little bit. And I said, what would it feel like to you if someone followed up that way? I said, for example, what would it feel like to you if I followed up that way with you? And she's like, oh no. I would see. I would feel like really seen. I would feel really special, like they really cared and were trying to help me. I was like, yeah, exactly right. Your people want to feel like that too. They want to feel like they're a human. They're not just a number on a list. Like they're not just anonymous whatever. There's a real person behind every single person. They have real problems. You can solve them. What would it be like to have one one reach outs instead of automating everything? 

 26:18
Andrea Nordling
And this kind of does play back to the first point that I made that, you know, it used to work fine to automate everything. It used to. Just not anymore. It's just not. Because promotions folders, because endless marketing and promotion and people seeing ads and people just being inundated with all of the sales all the time, that's not working as well anymore. It's just getting lost. So how do you differentiate? How do you be nimble? How do you be a little bit curious about, you know, how do I make a connection with somebody? How do I follow up with somebody in a different way? I have another client in TPN who is sending personal handwritten postcards to people. I'm like, you know what, that is kind of genius. 

 26:53
Andrea Nordling
Now I don't know for everybody if that's even possible, but I like the ingenuity of it and I just like the willingness to go a little bit out of her way and spend a little bit extra time to really make a connection and an impression with someone. And I think that will pay back dividends in her business too. It actually it already is. I mean, I could say that already is working. So, okay, people ask about like tactically with this, with not automating everything and having one one reach outs. I get some questions like, should I collect phone numbers now? Is that going to reduce conversions if I get phone numbers? Because some of the things that we're talking about is can you text people? Can you send SMS marketing? 

 27:33
Andrea Nordling
Because emails are getting heavily filtered to promotions like we already talked about, you know, are there other ways to get people's information? And something that people ask and I think is a valid concern is like, well it will less people sign up for my thing, for my email list if I'm collecting their phone number as well. And the answer is maybe slightly yes, but it will qualify the leads better in my opinion. If somebody is not willing to give your phone, to give their phone number, I just think they're probably not that engaged anyway. And so let that go, like let that worry just evaporate. A little bit of friction filters in people who are serious and filters out just freebie seekers in my opinion. And whether or not that's true we'll never know. But I think that it's a useful belief to adopt. 

 28:18
Andrea Nordling
So just do that. Okay? Yeah, I think that's all I really have to say about this one, about automations only versus one one reach outs. I'm sure. Actually I could expand on this quite a bit. If you have questions on that, leave them in the comments. I'm happy to answer. Maybe I'll do some future videos on that. But I think the big takeaway is how could I do something that isn't scalable? How could I do something that is a little bit more time intensive but creates a connection with somebody? And how can I treat them like a vip? How would I want to be treated like a vip? And what would really knock my socks off? Like ask some of those questions and see how you could adopt them. All right, you know what else is not working in 2025? Hoarding your expertise. 

 28:59
Andrea Nordling
It's not working. You know what is working? Giving value and information freely and confidently and then selling the implementation of that value and that information. Okay, what does that mean, hoarding your expertise? Well, in the past and until recently it made sense to kind of protect some of the information that you had because it was just for people who paid. So I get this, it's like what do I give away for free versus what do only paying clients get? That was a thing, okay? That was a thing before AI and technology has changed so much that the information is everywhere. It's already out there for free in lots of different places. You really don't have any secret information that people can't get elsewhere. That's not a thing anymore. Okay? 

 29:46
Andrea Nordling
It used to be, it used, there used to be a case to be made that there was like, you know, there was the free stuff, there was the paid stuff. We no longer have that world that we're living in. All of the information is there, it's all free anyway. So take that off of your things to worry about list and think about. I just give the information. I give people the information. I talk about the information. I'm free with the information and the value. And what I'm selling is the implementation of that information. What I'm selling is helping them actually do something with that information and make a difference from it. That is what you're selling, by the way. The information is everywhere. We listen to podcasts, we can watch YouTube videos like this. 

 30:22
Andrea Nordling
We can do all of the things to get the facts, to get the info. If you don't implement it doesn't matter, right? I know that I can help you implement the information in this video, by the way. Shameless plug, Profitable nutritionist program. Link in the description. But I joke. I'm kind of not joking, but I'm kind of joking. It's just, it's the implementation of it. That's what you'd get in my program. I hope that's what you're giving to your clients is you're helping them actually do something with that information. You're helping them get over their own mindset, their own limiting beliefs on all of the excuses that we have for not doing the things that we really want to do. You're helping them to do it, not to be confused, not to be overwhelmed. 

 31:00
Andrea Nordling
You're giving them a path to make that easier so they can actually implement the information. But, but don't worry about withholding information, okay? That used to work. That's not working anymore. There's no reason to even think in those terms, which is a huge relief. As a business owner and as somebody that talks to people all the time about how you can help them, it's great for you and for me to not have to worry about what things should I be saying? What things should I not be saying? Nope. Just. No. It's not even something you need to worry about. People tell me all the time, by the way, that they joined the profitable, nutritious program or they joined my higher level mastermind. 

 31:30
Andrea Nordling
But because of my podcast, because of the long form content that I've been creating for years and years, even videos like this, they're like, I trust you because I know what you believe in. I already know what your philosophies are. I already know what you are going to teach me. In the program because I've been listening to you already. I already. I like, I already trust you, which is great. They know coming into my programs that they don't need more information. They need support. They need help with the implementation. They need structure on what steps to do the things in. They need coaching on their mindset. They need to see where they are having some limiting beliefs. They need to see where they're in their own way and having somebody else to guide them through that's what they are paying for. I offer that. 

 32:13
Andrea Nordling
The same is happening for you, right? People need help with the implementation and actually getting the results. But the information is really secondary to that because the information is free everywhere, all the time. In this day and age, where I really see this become problematic and where I coach a lot of my students in the TPN program, especially on this, is when they are scared to give away too much because they think that people won't pay them if they give too much information upfront. But their clients are overwhelmed with information already. They're constantly overwhelmed with the information. They've been trying to diy, they've been trying to sleuth through and figure out what is what, and that's not helpful. So giving the really condensed, easy to understand, simplified version of the information is the service that you get to provide. 

 32:56
Andrea Nordling
So I think in all conversations, lead with that, like, make it so simple. Give the information, but in a really simplified, doable, understandable way that an elementary school kid could understand. Do that and that person's gonna wanna pay you to help with more. Be like, I want more of this. You made this simple. You made me really get this. You made this not feel so overwhelming. I want more of that. I'm gonna pay you because. Because you're going to help me with more of this ease and less of the overwhelm. Okay, this brings me to kind of like an aside, but a really fun example of it, which is why people actually pay you as like, you get to be their unfair advantage. So I heard this story recently, or actually I heard this a long time ago. 

 33:40
Andrea Nordling
And then it got brought up again recently in a discussion that I was having with a colleague where she was talking about being the unfair advantage for your clients. And. And she was like, do you remember on the Amazing Race there was this. There was one season in particular, if you remember the show, the Amazing Race. I don't even know if the Amazing Race is still going on. Doesn't matter. But in the Amazing Race, there was this one couple that famously like, Won every single race. Like, they were so good. They were way ahead of everybody else. And they won. They won, they won. And the reason for that was because their strategy was to get to the new destination, find a local, pop them in the backseat, and then to ask them all the questions. 

 34:13
Andrea Nordling
And the local would just tell them, oh, you need to go here. You need to do this. And it was their unfair advantage, the local in the magazine. So apparently in later seasons of the Amazing Race, they made that illegal because of this couple that was like, well, duh, here's what we're going to do. We're just going to get this unfair advantage by having the guide in the back that helps us win everything. You are the unfair advantage for your clients in that same way. You're the teammate that knows where the pit stops are and, like, where the roadblocks are that are coming up ahead. All the mixed metaphors, but you know what I'm saying? 

 34:42
Andrea Nordling
All right, so anyway, hopefully that's helpful as an illustration of what's working, what isn't working, and I'll tell you what isn't working, is thinking that you have to gate the information. Information is free. It's out there. They have it already. What you get to do is help with the simplified implementation of it, make it more convenient, make it easier for them to understand, keep them accountable, keep them moving forward, Remind them of how far they've come, not just how far they have to go, how far they've come. Be their cheerleader. That's what they're paying you for. Okay, so. So all that to say the kind of. The theme here of what I wanted to get across and what I'm really seeing is humans want humans, people want people. Yes, there are a lot of tools. 

 35:23
Andrea Nordling
Yes, AI is crazy with the capabilities of what is possible. That wasn't even just a year or two ago. Yes, there's a lot of discussion to be had around that. But as things get more automated, as things get more whatever that is, people want people, they want help. They want to connect with somebody. They want one one. They want that you want it, I want it. Even if we haven't thought about it maybe actively, I bet that's the case for you. I know it is the case for me. So we'll recap. Be nimble. If it's not working anymore, be willing to ask why and be willing to challenge yourself. Am I attached to this? Because I just feel like this is the way I've always done it and I have to keep doing it. 

 36:04
Andrea Nordling
This way because I know that I definitely have had those thoughts. So it might be time to be taking a pause and asking some questions there. Don't just keep repeating what you've always done because it used to work and you feel like if I just do it harder or do it more that it'll work again. Might not be the case. A lot of things have changed recently. Yeah. So just don't keep doing what isn't working. Let's ask questions about it. I'll let that one rest. And then secondly, human connection over Automations. Yes. Automations. Yes. Love automations. Yes. We will automate things, but especially earlier in your business. 

 36:44
Andrea Nordling
Human connection, human touch points, one one, two way conversations, all of that is going to yield so much more in terms of clients coming to you, in terms of money that you make, in terms of data that you get about like what lands with people. When I say it this way, I notice that people ask me a lot more questions. When I say it this way, their eyes kind of glaze over and they don't understand what I'm talking about. You can't get that kind of data from automated conversations, from automated messaging, from one to many selling however you want to say that you can't get the same insights, you're not going to learn as fast. 

 37:19
Andrea Nordling
So having, like I say this for anyone watching this in the beginning stages of your business, as you're trying to figure out like at what rate should I be implementing tech into my business. I just really strongly feel that you will get so much more out of not automating things in the beginning and having a lot of human connection and conversations and interactions and then being really curious about what part of that worked and what didn't and what should I do more of and what should I do less of and just evaluating in that super simple basic way. But it is going to teach you so much so that you know what to automate later and then that will be more effective. I think a real business like versus a fake business, what does that even mean? 

 38:00
Andrea Nordling
I don't, I don't even know what that means. But I think an effective business, maybe instead of saying real business, I'm going to go with an effective business has word of mouth and referrals and personal outreach as a component of the business. It gets traction the fastest. There's no technology that can outpace it. Business has grown for thousands of years because of word of mouth and good old fashioned networking and all of that still works. So what's working in 2025 and beyond. I'm sure there will be a lot of new tech stuff that we don't even know about that will, you know, help with a lot of things. But it will never not be true that word of mouth and human connection and human promotion is going to work. And is will always work. And referrals mean more than anything. 

 38:49
Andrea Nordling
You know that when you get referred to a product or service or restaurant or whatever, it is any type of business from somebody that you trust, you believe that you already trust that person and they're telling you have to go there. If you were going to Rome right now, I would tell you exactly where you need to go for dinner. I would say this, get out your phone, this is exactly where you're going. And you would believe me because I could sell you on that and you should be sold on it. And that referral means a lot, right? It's just this is the way. So keep that in mind for your business too. What is working in 2025 and beyond? Yeah, a lot of automated stuff, a lot of cool tech things. 

 39:22
Andrea Nordling
But also what's always going to work is the good old fashioned word of mouth and referrals and all of that good stuff. Then lastly, just give it away, okay? Don't try to be a gatekeeper of knowledge or of information or think that you have access to something that people can't get elsewhere. You don't, you just don't. And trying to even manage that in your mind of like what can I say to who and when? And don't give away too much and all that just sucks you dry. So don't even try give away the information in a valuable way, like help people when you can add value, be in service to your people and also be a guide for those that want to pay for the implementation, those that want to pay for more, one one support, for more. 

 40:06
Andrea Nordling
And maybe it's not even one one, but more personal support, more personalized support, more structure. I don't give one one coaching to everybody in the TPN program. However, you get a lot of structure. You get a lot of accountability, you get a lot of other touch points that help guide you to the outcome that you want. And that's what you're purchasing when you purchase the program, you're getting the implementation of the information that you could probably find for free elsewhere. I know I give a lot of it for free, but the implementation is what you pay for. I just, you know, would offer that you could think of your own services the same way and that might be a really good idea to do here in 2025. 

 40:41
Andrea Nordling
So lastly, as a final reflection here, maybe ask yourself also, where are you clinging to a certain strategy or belief that isn't serving you anymore? Whether that is business related or elsewhere, I'm not really sure. But I think probably we can think about some business beliefs or some thoughts about money or thoughts about clients or thoughts about technology or thoughts about changing market conditions or thoughts about people's willingness to invest in themselves. All of those things. Where's any of that coming up that you might want to explore? Having a different belief or a little change there? I don't know. That could kind of influence where you need to look at a little pivot in your business too, my friend. If you are finishing up this episode and thinking, okay, what is the next step? 

 41:22
Andrea Nordling
I want to give you something secret that you've never heard of before because I have not offered this anywhere before. I have a secret video class that I would love to send your way that's going to give you three secrets for signing at least four of your dream clients this month without relying on social media. This is about a two hour long workshop that I have recorded just for you. Again, it is a secret class, meaning you have to follow the link in the description of this episode. If you would like me to send you this class. It's going to bring you to a page where you put in your name and email address and then we will email the link to the class directly to you. You might be wondering why I'm not just giving you a link to go watch the class. 

 41:59
Andrea Nordling
And the reason for that is because we are getting a new database all cleaned up with all of our email subscribers. So even if you have previously subscribed to the Profitable Nutritionist emails, we are having you resubscribe to get this free class which is a secret. You're not going to hear about it anywhere else. And the reason for that is, like I said, because we are cleaning up the database. We want to get make sure that we have your best email address. And the way that we're going to do that is by sending this really juicy class your way as soon as you sign up. Okay Jeffrey, I'm going to say that last sentence again. The way we're going to do that is to make sure that we have your exact correct email address so we can send the class your way. 

 42:38
Andrea Nordling
No, I feel like I didn't say that correctly. Okay. Son of a gun. So okay, just the very ending part. We're going to redo. I don't remember what I said exactly, but it was something like this. Now, if you are wondering why we are having you put in your email address to send you the free class, and I'm not just giving you the URL to go to, the reason is because we are in the process right now of cleaning up our email database and we want to make sure that we have the most up to date email address for you. So even if you have previously subscribed to the profitable nutritionist emails, or maybe you've unsubscribed and you're coming back for the first time in a long time, doesn't matter. 

 43:15
Andrea Nordling
We're going to have you put in your name, your best email address to make sure that our database is totally up to date. And then as a little thank you for that, I will be sending the free class your way.