225. Has The "Trust Recession" Reduced Your Sales?

Everywhere we look, people are blaming the "trust recession" for why their holistic nutrition or health coaching business isn't growing. 

But what if this market shift is actually working in your favor? 

In this episode, we're breaking down what people ACTUALLY want in 2026 (hint: it's not more information) and how to maximize this changing market instead of complaining about it so you can experience huge growth without burning yourself out.

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Hi, I’m Andrea Nordling – Nutritional Therapy Practitioner, business coach, entrepreneur, and host of The Profitable Nutritionist Podcast.

Since age 22, I’ve built 3 highly successful businesses from scratch, including my own online holistic nutrition practice. After deleting all of my social media accounts in early 2021, my business grew faster than ever — and now I teach other health professionals how to do the same.

On this pod, you’ll learn how to:

 ✅ Build a thriving online practice without relying on social media
 ✅ Consistently attract and convert clients
 ✅ Create simple systems that scale without overwhelm

💡 Subscribe or Follow so you never miss a new episode packed with practical strategies that actually work.

© 2021 - 2026 Andrea Nordling

DISCLAIMER: The podcasts available on this website have been produced for informational, educational and entertainment purposes only and do not make any representations as to the future income, sales, or potential profitability or loss of any kind that may be derived as a result of use of the content, including paid programs and all free resources. Listeners should take care to avoid program content which may not be suited to them. The contents of this podcast do not constitute medical or professional advice, No person listening to and/or viewing any podcast from this website should act or refrain from acting on the basis of the c...

Transcript

 00:00
Andrea Nordling
My friend, welcome back to The Profitable Nutritionist Podcast. I'm coming at you today with a little bit of a rant vibe, potentially tough love, little ranty, little top of mind subject that I've been meaning to talk about for a while, but I've been coaching on it this week. And so it is, like I said, top of mind. And so I knew that now was a great time for us to have a little chat about the trust recession. Capital T, the trust recession. As if this is a thing, as if this is a fact of the matter that there is a trust recession that has happened or is happening in the marketing space and we need to talk about it now. For some of you that are hearing this, you'll know exactly what I'm talking about. 

 00:50
Andrea Nordling
This is a hot topic for the last probably year and a half, to be honest, if not a little bit longer, with a lot of marketing people and sales people and business people in general talking about how the market has shifted and it is harder to sell now and people aren't buying like they used to and it is just so much harder and there's a trust recession going on. People are not trustworthy anymore and buyers have been had and they are less likely to buy and there's just this whole thing happening. And as you can probably hear when you of my tone and a little bit of sarcasm, I'm not buying it. Okay, I think that there are some market shifts at play here, but I have a different way of thinking about it. 

 01:34
Andrea Nordling
And if you have at all been considering that this thing called the trust recession might be happening and it might be impacting your business, I think it would be a really good idea for you to listen to this podcast and probably adopt some other thoughts and beliefs about it that I think may be more useful. So what I want to talk through specifically is why what used to work isn't working anymore, but it's not actually a problem, and what to do instead. I want to talk about what people actually want to buy in 2026, which is very different than it used to be, hence why a lot of people are talking about a trust recession. And there definitely has been a shift in the market. I'm not denying that. But what is that shift? Is it actually with trust? 

 02:17
Andrea Nordling
Is that what really is going on? I don't think so. And then lastly, I want to talk about how to adjust to a changing market instead of just complaining about it. And, and this is where I'm going to get a little ranty. And this is where I feel very Opinionated. Because this topic, I think, deserves a little bit of a loving confrontation. Especially if you are hearing this right now and you are feeling frustrated and you're feeling defeated and you're feeling a little bit panicky about why your old strategies that used to work in your business aren't working the same way anymore, or maybe aren't working at all anymore. And you're like, yeah, but hold on. I think there is a trust recession, Andrea, and what are we going to do about it? 

 02:57
Andrea Nordling
And we are going to do something about it, but I think we're going to come at it from a different angle, that, like I said, it's going to be a lot more helpful. And the reason I think I'm the person to talk about this is because I absolutely get it. Okay? Over the last few years, I have definitely caught myself having this thought pattern more times than I want to admit where I'm. I'm like, gosh, what used to work isn't working anymore. Why is it working anymore? What is going on? Has the market shifted? Has my technology stopped working? Like, what the heck is going on? How do we get back to how things used to be? Like the good old days, the grass is always greener type of thoughts? Okay? And I've definitely had them. 

 03:35
Andrea Nordling
I have been in online business for over 10 years. I have watched a lot of things come and go and work and not work anymore and shift and lots of market changes and technology has changed. Has. Has changed. It has changed so much during that amount of time and continues to change. And we are just in an era of such quick change. I mean, I just don't even know how to even say it any other way. We're in it. We're living in it. We're like in the spin cycle all the time. And so, of course, we have to kind of step outside that. Maybe what I'm trying to say, the visual that comes up for me is like, zoom out. Look down at the Candyland board. Like, the whole game that we're playing from a bird's eye view. 

 04:18
Andrea Nordling
Instead of feeling like we're just lost in the woods or in the gumdrop thing, forest or whatever, like, look at the whole path and see, okay, there's a way through this. There's a strategy. We just have to keep going. And it feels really hard to do sometimes when we're in it. And I've been there and I've had these thoughts a lot over the last few years. So for a little bit of context, my business has grown for years and years off of word of mouth email marketing and this podcast. And so that has been my tried and true. It has worked super well. And technology has changed. So the things that used to work the very best emails and podcasts are not working at the same level anymore because of the technology changes. 

 05:02
Andrea Nordling
So I have felt that in my business, I felt like, man, I send all the same amount of emails and less of them get opened. Why? Because we have this thing called promotion folders that we didn't used to have before. Because algorithms have changed. Because the way that emails are sifted in a user's inbox are a lot different than they used to be. So we gotta adjust, we gotta be nimble, we gotta change with that. Same with this podcast. Less people find it organically and I have to rely more on people sharing it. So, I mean, you know, like, let's just be real here. If you love this podcast and you know somebody else that would get value from it, please share it. That's really helpful. But it used to be more discoverable in Apple Podcast or in Spotify than it is now. 

 05:41
Andrea Nordling
Just because the technology has changed. Has changed. I keep saying has changed as if that's a word. I don't know why I keep saying that, but it has changed, is changing, and will continue to change. So I can come at it from this place of entitlement, of like, whiny, like, why aren't the same things working that used to work the same way? And it's very entitled, it's kind of bratty, and it's kind of not productive. It's kind of not helpful. And it really comes from this place. Like, I've already figured this out before. I shouldn't have to be figuring this out again. And that's not useful. It's not useful for me, for my business. It's certainly not helpful for you. Because when I am coming at any problem in my business from this place of entitlement, like, I shouldn't have this problem. 

 06:24
Andrea Nordling
It should be this hard, it shouldn't take this long. I shouldn't have to do this again. I'm thinking about me. I am not thinking about you. I'm not thinking about the people that I am here to serve. I'm not thinking about my current clients and my future clients. It's not about serving at all. It's about being resentful that I have to adjust. It's about being complaining about the fact that I have to use my brain and figure things out that I don't want to have to figure out, right? And I see this coming up with my students in the TPN program. I see it all the time. Will get on a coaching call and they'll say things like, okay, this worked last time. Why isn't it working anymore? Or like, I had a discovery call and they didn't sign up. But, but I, you. 

 07:02
Andrea Nordling
But I was on a hot streak for a while and everybody was. And like this person was perfect. Couldn't they see this is exactly what they need? I just, I don't know. They keep saying price and like, okay, well that's entitlement to a certain extent. That's entitlement. That's thinking. People should just get it. They should just understand. I shouldn't have to figure this out. I shouldn't have to become better at sales. I shouldn't have to become better at overcoming money objections. I shouldn't have confront my pricing beliefs and my money blocks and my own thoughts about charging. I shouldn't have to do that. They should just get it. But here's the truth. People don't get it. And if they don't, that's an us problem. As the business owner, that's not a them problem. 

 07:41
Andrea Nordling
And I very much put myself in this category when I'm thinking about, well, technology is not working the way I want it to. This. I have to figure something else out. I have to do things a new way. I'm thinking about me and I'm not thinking about you and I'm not thinking about the all of yous that are out there that really have a problem I can help you solve. And so it is up to me to make sure that I articulate the value that I have to offer you in a way that makes sense to you, in a way that you need to hear it right now, in a way that you actually see that messaging, not the way you needed to hear it two years ago, not the way that I got into your main inbox in your email two years ago. 

 08:17
Andrea Nordling
Like, it's changed. Okay, great, let's accept it. The market has shifted, buyer behavior has changed, technology has changed. And guess what? It's continuing to change real fast. With AI on the scene, everything is changing on a monthly basis. Things are changing now. Instead of getting resentful about it and feeling like that shouldn't be the case and it's too hard, we need to get curious about it. And so again, I said this was going to be a little ranty and a little tough lovey and it is. But I'm Saying it to myself as much as to you. So I'm right here with you. This is. This is the work for all of us. Okay, we need to ask, what would be the most valuable thing I could do for my people right now? 

 08:54
Andrea Nordling
This is what I ask myself when I find myself in this entitlement energy. I come back to, okay, what is the value that I can give for my people? I don't need to worry about what worked before. I don't need to worry about what should work. I don't need to worry about any of that. Okay, I need to say, what do they actually want right now? What do they actually need right now? And are those two things different? Maybe they are. Maybe that's where I need to add some value. How can I serve my people better? That is the question. 

 09:23
Andrea Nordling
And if you're not asking it, you're probably going to keep blaming technology and blaming shifts in the market and blaming a trust recession and blaming the economy and blaming all of the things that we can't actually control instead of figuring out, how do I make this better? What do I need to change here? How do I need to change with the things that are changing and keep serving my people? And when we put ourselves into that energy of, I'm here to serve, there are people that I'm here to help, and I can help them. We have a completely different ability to problem solve. And again, I'm saying this for me as much as for you, and if I'm going to be totally honest, I really didn't want to record this podcast today. I really didn't. It is late afternoon. 

 10:04
Andrea Nordling
This is not when I mentally do my best work. I'm an early bird for sure. I strongly considered not recording this and punting it until tomorrow. And I thought, well, how silly is that? If I'm doing an entire podcast on adding value for the people that need it, I think I should just go record the dang podcast. And here I am practicing what I preach and doing that. But I'm just saying it's a. It's a small example, but kind of a big example of like, you know, it's not about me. I would rather go for a walk right at the second or maybe even take a nap. But I'm going to report record this podcast and said, I know that I'm adding value for you. If you're still here listening, I'm going to assume that. And that's what we're here to do, right? 

 10:45
Andrea Nordling
I need to think about my people. And by the Way, when I say my people, you might be thinking, well, that's easy for you to say. You have thousands of people listen to your podcast. You have thousands of people on your email list. I'm talking like everyone. Everyone that we show up with in our life, people that we are doing life with, people that we are influencing in any way. If you have some favor with anyone in your life or any influence whatsoever and they look to you as a healthy person or someone that they want to model, or someone that they would ask question to about their health, or someone that they would potentially hire, those are your people. Okay? You don't have to have a big online audience for this to apply. 

 11:19
Andrea Nordling
This just is you thinking of how can I add value to conversations and to people that I'm already showing up with in this world? How can I serve them? And you might think when I say that the answer is I have to teach them. I have to, I have to work with them for free. I have to solve all of their problems and I have to give, give and hope that somebody throws a few breadcrumbs my way at some point. That is not what I am saying at all. Okay, so value ahead of time is what we're talking about here. How can you help connect the dots for somebody which we're going to talk about in a second? And it doesn't necessarily mean that you're working with them for free. 

 11:55
Andrea Nordling
It doesn't necessarily mean that you're giving them meal plans and recipe tips and supplement tips and any of that. In fact, I would argue that is not serving people because you don't know the full scope of their health situation. You don't know everything that they have going on and what an actual solution for them would. So the value is them working with you one one, or them working with you in your program or them hiring you so you can actually give them your full solution. Now, to do that, you might need to help connect some dots for them. And that's the actual value. So we're going to get to that in a second. But I want you thinking critically about how much value am I putting out there? 

 12:30
Andrea Nordling
And when I think about people that are complaining about a trust recession, I have a strong suspicion that they aren't adding much value and they're not obsessing about putting value out ahead of time and then watching it come back to them in their business. I think when we are blaming a trust recession or blaming the economy or blaming any other huge circumstance that we have zero control over. We're abdicating all responsibility for what we can do creatively to help more people and to serve them and to break through the noise and to actually do what we're here to do. If you're still listening to this, then I imagine that you want to do that and you want to add more value. So let's talk about it, people in 2026 and moving forward. 

 13:11
Andrea Nordling
And I'm sure that this is just going to be more and more true as the years go by. They don't need more information. They really don't. They need less information. They want hyper specific personalized steps and support to implement those steps. They don't need more teaching. They don't need more info. Okay, anybody in 2026, from a elementary school kid to an 80 year old with an iPad or an iPhone, can get all of the information that they need, all of it. It is on Google, it is on YouTube, it is on podcasts, it's in books, it is in ChatGPT. Whether it's the right information or not, it's a completely different story. But there is information everywhere and all of us are feeling the need to have less of it to sift through. Again, I just agree with you on that. 

 14:02
Andrea Nordling
Can we have a moment? We want less information, okay? We want the right information in the right order. We don't want to have to go sift through it. We don't want to have to overwhelmed with sorting through. What should I do next? What should I do first? The decision fatigue is so real. So in 2026 and beyond, people don't need more information. They need less. They need hyper specific information personalized to them. We are very selfish beings. We want to know what's in it for me? What can you do for me? How can you help me? Me, me. It's all about me. Make it about me. And then we need help supporting or we need help supporting. We need to support people in actually implementing that help. Okay? This is different than it has been in the past. 

 14:45
Andrea Nordling
And so I understand why it's all kind of getting wrapped up into this one big cloud of a trust recession. Like, no, it's different, okay? There's different. Market is shifting, technology is shifting, the way we consume information, the way we buy the things that used to be novel that are no longer novel now. It's just run of the mill every day. Like these are the things that are changing. That feels like a trust recession. But we have to just understand what's happening here, okay? People don't want what they wanted, two years ago online courses. I'm looking at you. People don't want more information. They want help implementing the right information in the right order. And I say this as somebody who sells an online course as part of my program. Like, I get it. But we need to adjust, we need to pivot. 

 15:28
Andrea Nordling
That's what we've been doing a lot of in TPN and supporting our clients in a new way, in a different way. Because this is just the truth, okay? What was selling two years ago, three years ago, four years ago isn't necessarily the same thing. Or at least it isn't selling in the same way anymore. So I'm going to give you a little metaphor, okay, that hopefully is going to click for you because this is what's happening probably with your clients to some degree. I want you to think about your clients who come to you and they have like 25. I exaggerate, but sometimes I'm not exaggerating. Like 25 different supplements that they're taking, okay? Because they've been told, you need this, you need more. Oh, no, you need this actually, you need to add this on. 

 16:04
Andrea Nordling
You need this, this all over TikTok, all over Instagram, all over Google, all over YouTube, from all the different specialists, the naturopaths, the, all the people have told them, you need to take this. This is the one. No, no, this is really the one. And they have so much going on. They're not getting better, they're not getting the results that they want. They've put a ton of money into it, they've put a ton of time into it. They have tried to sift through the information, they've tried the protocols, they've tried to get healthier, they've tried to take the things that the people told them to take that was supposed to be good for them. And happening is they're actually more confused than ever. 

 16:40
Andrea Nordling
So if that person comes to you, are you going to just give them a new list of more supplements to add on? Of course. You are not going to do that. Of course not. You are going to say to that client less, you're going to say, no, no, no less. We need targeted, we need a root cause approach here. This needs to be very personalized. We need to look at exactly what's going in your body, going on in your body right now, today. And we need to make a hyper specific plan and stages here to deal with in order, combined with some tools and strategies. That are actually doable for you, okay? So we're going to make this very personalized. 

 17:15
Andrea Nordling
We're going to take an inventory of everything, we're going to radically simplify it, and we're just going to take the supplements that you actually need right now that your body is telling us it needs. That's what you would do, right? You wouldn't say, oh, here's 10 more and 25 is good, let's do 10 more. No, you wouldn't. Your business is no different, okay? The courses, the webinars, the workshops, the conferences, all the strategies, all the things, they're like the supplements, okay? And I know that you are overloaded with them. We all are. So we gotta clear out the cabinet. And as I say this, like, are you even thinking like I am about the actual cabinet that I have with all of the half gone bottles of supplements? 

 17:54
Andrea Nordling
So literally and metaphorically, we need to clean, clear out the cabinet and we need to stop throwing good money after bad with more supplements, you know, in all the ways. Take that and run with it. And I want to make this really concrete for you, okay? When you're thinking about your business and this, you know, cabinet of supplements, do you have courses that you bought but you never finished? Do you have conferences you went to where you took notes but you actually never looked at those notes again? I have a lot of those. Do you have half finished lead magnets sitting in your Google Drive? Good ideas that never came to fruition? Do you have a Canva account full of beautiful PDFs that nobody's ever seen? Do you have five different email strategies you've tried to implement? 

 18:33
Andrea Nordling
And you kind of have a welcome sequence that you've done like three different times, but nobody's actually getting it. It's not published. Maybe you have other emails that you've outlined you've never sent. I'm sure you have a bunch of books on your shelf that you want to get to someday, but you actually haven't read them. And then when you look at this and take the inventory like that, you feel guilty because you feel like, oh my gosh, I would have so much more knowledge to help more people and to run a better business. If I just finished all of these things and if I just consumed information, this is the story that we tell ourselves, right? But the truth is that's actually not true. We don't need all of that information. 

 19:08
Andrea Nordling
We need to actually implement the simplest information that's best for us right now. Just like your clients need to take the Few supplements that they actually need right now that are going to get them the biggest results and they need to just consistently take those. Okay, so the big shift here, as we're, you know, coming into this time where people are talking about a trust recession as if it's a fact. I think the shift here is really realizing that people are buying things for different reasons. They want something else. They, they don't want more information. Stop trying to sell information, okay? Even if you are giving people information, stop selling it as the biggest selling point. They don't need it, they're not buying it. It's like adding to the supplements in the cabinet. They really want help implementing. 

 19:51
Andrea Nordling
They want personalized, specific, hyper customized results. That's what they want. I was coaching a student on this recently. She's in prep mode for getting her next paying clients and she's getting all ready with selling her offer. And she has discovery calls coming up and she's like, okay, the next thing I need to do is film a bunch of videos. I want to have a bunch of videos for them so they have all of the information prior to us getting on a call together. I want to teach them some foundational stuff and I want them to have all of the information about working together with me and what it's going to look like. And I want them to know the price and I want them to know everything coming in the call so they can make a good decision. 

 20:26
Andrea Nordling
And I just want them to have all the information. And she said to me at least 10 times in this conversation, like, the information, they need the information. And she was making it so complicated for herself, but also so complicated for these potential clients who just want help, they just want results. Now she wanted them to have all the information because it made her feel better and you know, where it was really coming from or really got to is she didn't want to have to sell. She didn't want to have to overcome any money objections. She wanted them to know everything up front. She wanted them to have all the information, know exactly what they were going to do. 

 20:59
Andrea Nordling
And she wanted those people coming in basically begging her to pay her instead of her having to sell or to, you know, overcome any objections, basically, okay, and guess what? Spoiler the drum roll. Can you see where this is going? They don't. They don't want to watch videos. They didn't want to watch more videos. They just want to talk to her. They want to talk to a real human. They want to ask their questions. They want to get them answered and they really want the assurance that she's going to help them. That's what they want. That's what a discovery call is for. That's what a sales page is for. That's what the video should be for anyway. Is. Can you help me? Don't give me more information. Don't teach me stuff. 

 21:38
Andrea Nordling
Don't make me feel like I have to go to school first to sift through even more decisions before I can make one. Like, just tell me what I really want to know. How can you help me specifically, personally, how is this so relevant to me and the goals I just told you I had? That's what I want to know now. Is there a time and a place for videos? Yes, sure. Can it be helpful? Yes, absolutely. Do I send videos? I actually do. Prior to jumping on a sales call with me, you're going to get a video. But is that the place to start when you don't have any paying clients yet? Is that the place to start when you don't have very many paying clients yet? No, not at all. 

 22:14
Andrea Nordling
Is that the place to start in your business creating video content for social media? No. You don't know what to put in the videos. You don't even know what people's questions are yet. You don't. You. You have no idea what to even create the content about. And this is where people get so stuck and then they say things like, there's a trust recession. And the reality is, no. People are really selfish and they want to know, can you help me? I want a real person to help me get to my goals. Can you do that? I don't want to watch a million videos first. Neither do you really. So. Yes. Is there a time and a place for videos? Of course. Is it a huge barrier for a lot of people in growing their business and in hiring and like. 

 22:53
Andrea Nordling
So on the side of you growing your business, is it a huge barrier to feel like you have to be this endless encyclopedia of information for people? Yeah, don't do that. That's not what they even want. So let's take the pressure off of that. And is it a huge barrier for people as buyers to feel like they have to sift through so much information before they can make a purchasing decision? Yes. Honestly, yes. Too much content. Too much, too much. Let's just have a conversation and see if we can align. And can you help me? Because remember, I am a very selfish person. I'm worried about me. Me. All me. Just me over here. Me I'm worried about me. Can you help me stop over complicating it? People want less information, not more of it. They want super personalized solutions. 

 23:37
Andrea Nordling
They want support implementing the information. Are you going to teach to your clients? Yes, you are going to teach them things, you are going to give them information, but it isn't what they're hiring you for. What they are hiring you for is to actually implement it, to have doable steps that they can consistently do and get the results they want. Someone who gets them specifically, okay, me, me. It's all about me. That is what your buyer in 2026 wants and that is what the shift is in my opinion from what sold a few years ago. A few years ago you could sell a lot of information. People bought it. Now it's different. We're making decisions differently. We are processing that information differently, we're sorting through it differently, we're sifting through it differently. It's just a change in the market. 

 24:22
Andrea Nordling
Okay, so I'm going to tell you some results that I have seen recently that are super top of mind. And I've been coaching on this, like I said over the last few weeks specifically. And so here's what I've been seeing and I want to give you some things to be excited about. I have a really good student win from some people I work with that stopped teaching and started personalizing. So here's an example. These two students are business partners and they're in the profitable nutritionist program there. They had been selling a membership prior to them completely changing their offer to a high touch one one offer. So went from membership that was making less than a thousand dollars a month, working all the time, very difficult business model. 

 25:03
Andrea Nordling
By the way, I have separate podcasts on that, so I'm not going to go down that road. But this is just the hardest way to help people and to get them results and to make money. But we shifted that offer into a high touch, one one offer. Okay, so through the repeatable revenue process, which is the process that I teach in the TPN program, we completely changed the offer, made a premium one one hyper personalized offer. And the intention here is building trust with these one one clients, not worrying about scaling membership at this point. It's just helping a few people really deeply and being paid very well to do so. Okay, so from less than $1,000 a month in the membership, which they had been working way more than full time at both of them together, and it was a huge time Suck. 

 25:47
Andrea Nordling
Lots of social media, lots and lots of website building, digital, like all the digital things as you can imagine, or maybe you can't imagine, but let me tell you, a membership site and all the tech behind that is no joke, okay? High investment time investment. So less than a thousand dollars a month they were making up to the point where we completely changed their offer and in one month they brought in $24,000 from this one one offer. Okay, so from less than $1,000 a month to over $24,000 in one month, selling a hyper personalized one one offer. Now here's what's really cool about this offer, by the way. It changes every time they sell it. And we actually recorded an interview where we talked about this. 

 26:29
Andrea Nordling
So there's going to be something coming your way on the podcast here in the next few episodes where you're going to actually meet these two clients of mine and they're going to talk about this offer. So I'll just keep it mysterious for now. But you to know that every time they've sold this offer, it has changed. The price increases. It gets even more personalized based on what they're learning from their sales calls and what people really want and what would be the most helpful for them. They're adjusting, they're pivoting, they're tweaking, the price is going up. And I love this story so much because I have watched them as they have started selling and continued selling this offer. I've watched them monitor and adjust with what they're learning and what people need and what people are telling them they actually want. 

 27:09
Andrea Nordling
And that's really as simple as this needs to be. Okay. Over the course of doing six different sales calls in January, they realized, oh my gosh, the questions these people are asking are so hyper personalized. We can adjust the offer a little bit and give them even more of what they need. And yes, it's going to be at a higher price, but we can tweak it, we can accommodate what they need. We can do that. If we're getting paid X, we can do that. And so they started charging X and then they started charging Y and Z. And they have a great story. But the point is the people that they were on the calls with, they said, yes, they paid them very well to get what they actually wanted, which was the results. They don't want more information. 

 27:45
Andrea Nordling
They want a hyper personalized offer that's going to actually get them results that they're going to be consistent with that they're Going to get the support that they need. And that, my friend, is not a trust recession. That is just responding to what people actually want. Okay, but you can't do that necessarily on your first sales page or on your website. It's not a funnel, it's not a social media post that has the right B roll combined with the right caption sent at the exact right time for the algorithm. It's not any of that. That's so hard. That's so hard. 

 28:14
Andrea Nordling
And we exhaust ourselves trying to figure out how to have the right digital strategy, when really it's about having real conversations with actual humans and serving them and giving them value and connecting dots for them and making them an offer and saying the words, I can help you and really helping them. Okay? Another example we've been talking about a lot, and this comes from just in the TPN program and as we do group coaching in that program, for if you're not familiar, I have a program called the Profitable Nutritionist. It is where every single week we coach on marketing, messaging, sales, client patterns, you name it, Client delivery process, one one versus groups versus, like, when do you launch a group? When do you have a membership? When does that make sense? 

 28:54
Andrea Nordling
All of these questions are things that we're talking about every week in the TPN program. So on our coaching calls, as you can imagine, we spend a lot of time talking about messaging because messaging is it. Okay? It is. It. It is the thing. It's how you talk about what you do and why it's valuable for your people. It's how you add value. It is how you sell. It is how you get the right people coming to you. Not just anybody with a pulse that wants, you know, to kick the tires and get some free help. No, you want the people who are actively searching for the solution that you offer, and they are already looking for help. And they don't even know you exist. They don't even know where to find you. 

 29:27
Andrea Nordling
And they're so excited when they find you because they go, oh, my goodness, this is exactly what I've been hoping for. I thank you. Here we go. Let's get started. Those are your easiest clients, and your messaging is what brings in those easiest clients. From word of mouth, from referrals, digitally. You know, the World Wide Web is a pretty big place and you don't have to be on social media, by the way, to get found on the World Wide Web. So all of that comes down to your messaging. So we talk about that a lot. I have a lot of frameworks in the program that I teach for how to really dial in your messaging and make sure that it is resonating with your easiest clients, not with your hardest clients. Big distinction there. 

 30:02
Andrea Nordling
And as we coach on that, what we find a lot is the takeaways from students that are having the most success is they're saying, oh my gosh, I'm doing way less teaching, I'm giving way less information, and I'm spending a lot more time connecting dots for people. Connecting dots on things that I think are obvious, that are not obvious to most people. So big takeaway here is what are you assuming that people understand and in reality they have no idea they don't understand and you're talking over their head. That really comes down to your messaging and looking at it with fresh eyes. So for those of us who can get into that entitled energy about what used to work, it isn't working. And you know, like, why it's so whiny, Me very much included in that boat. 

 30:43
Andrea Nordling
Sometimes I have to think, okay, how can I connect the dots for people? Like, where do I think and where do I assume that people see how things are connected and really they don't see it? It. Okay, what is that for you? I know what that is for me. I record podcasts on it all the time. Connecting those dots. That's the value I'm hoping to give ahead of time. That's the value that I hope that you get from listening to this podcast, from opening the emails that we send every week, from watching a YouTube video, from taking the free course, which is linked up in the description of this episode, by the way. 

 31:13
Andrea Nordling
All of that is value ahead of time to help connect some dots for you so you can self select if you are the type of person that wants more help and you want the step by step process. And if you do, I will tell you about that at the end of this episode. It's called the Profitable nutritionist program. Okay? So anyway, it's about connecting the dots and it's about simplifying and it's about showing people, here's the problem that you think you have, but here's the actual problem you have. And the solution that I offer is way simpler than what you've been trying before. So let's do this. Okay? That's what I'm. That's what I mean when I say connecting dots. It's so much simpler. Not teaching, not expecting people to come up to your level of understanding. No. 

 31:54
Andrea Nordling
Your easiest clients, they're probably not DIYers, you're a DIYer, you went and got extra education in this field because you love it. It's so interesting to you. You love to be the guinea pig, you love to diy, you love to figure it out. That's probably not your easiest client. I would say for 99% of people it isn't. They don't want to become an expert. They don't want that information, that and the expertise that you have. They just want the results. It's all about me, remember? Okay, so land the plane on this. While other people in the industry are complaining about a trust recession and the economy and how things aren't working the way they used to and it's harder to sell people and it takes way longer for people to buy. 

 32:33
Andrea Nordling
While that's all happening, I have students at TPN closing $24,000 months with hyper personalized offers and their clients are ecstatic. Okay? They're absolutely ecstatic because they're getting the life changing results that they really want. So take that, marinate with that. You know, let your subconscious mind think a little bit about how this might be showing up for you and how you may be over teaching or assuming that people have an understanding that they don't have. I'm sure something there landed for you. Lastly, we can't move on without talking about the people that are buying. So this is my little loving confrontation here. People are buying, people are spending money. There is not an economy or a trust recession or a situation happening where people don't spend money. 

 33:19
Andrea Nordling
And so I just always want to question any big assertions about people are hesitant because of the economy, people are hesitant because of what the government is doing, people are hesitant because of what's happening overseas. As if that is just a truth for everyone doesn't exist. Okay, there are, that's just not true. There are always, in any economic environment, there are people that are thriving, there are people that are making more money because of what's going on in the economy. While we could have a story about how things are uncertain or how things are actually receding and we're in a recession or we're coming into a recession or interest rate, we could have so many conversations about so many things and it doesn't apply to everybody. Some people make way more money in these environments, other people don't. 

 34:08
Andrea Nordling
And then there can be other times when the economy is just chugging along and all graphs are trending in the direction that we want to see. And then people make less in some industries, in those economic times, there just isn't. My point is, let's just be real. There isn't a time and a place and an economy or a trust recession or just anything that works for everyone the same way that isn't life. And when we try to take patterns and we try to apply them to our business or to our health or to anything, then we're not acknowledging the reality that we are all individuals. Everybody's an individual. There's exceptions to every rule. And it isn't helpful for us to generalize on most of these things. Things. Okay, so the point is this. People are buying. People are buying. People have money. 

 34:56
Andrea Nordling
They are spending it. We as the business owners need to adjust and we need to serve more, and we need to think more critically and more deeply about our messaging. And if we are serving people like truly, when you inventory that, am I here to add value ahead of time and to serve people, or am I here for them to pay me so that I feel good about my business? What's the real answer? Might surprise you, right? Ask yourself some good questions. You'll get some good answers. So we have to figure out how to adjust to a changing market. And it will always be changing, never not changing. So let's just agree that the shortcut here is to be nimble and to figure out how to better, to think critically about it. How do I do better? 

 35:36
Andrea Nordling
How do I be a better business owner? How do I serve people more? How do I respond to what people want in the way that they're buying right now? How do I get curious about that? These are the questions I ask myself. I highly recommend that you ask them to yourself, too. Because the truth is, people are buying. They're still investing. They're still looking for the solutions to their problems, just like they did a few years ago. Okay? There's same people, same problems, and we have the solutions now. I get it. Like I said at the very beginning of this episode, I get it. It is frustrating when something used to work and now it breaks and it doesn't work anymore. And we have to use this brain that we have to fix the problem and be critical problem solvers. It's much harder. 

 36:14
Andrea Nordling
What I kid, but kind of, I don't kid. I've been there. I've had the exact thought pattern. I get it. But blaming it on a trust recession or blaming it on the economy, If I'm just going to be honest, it's lazy thinking. It's so lazy. It's like it's saying there's something big going on here that I have no control over and I can't do anything about it. So I'm just going to roll over and let it steamroll me. Like, no, that's. That's so disempowering. It's so not true. It's not useful. It's not useful for you and your business. It's for sure not useful for your future clients that are searching for you and they really want the help that you offer. So I just don't buy it. This whole trust recession thing. 

 36:54
Andrea Nordling
I don't know, maybe this is the first time you're even hearing the word trust recession. And it doesn't seem like it's a contagious disease to you if it's the first time you're hearing it. But if you have been tapped in to any online marketing or marketing in general, or sales gurus, talks, platforms, podcasts, YouTube channels, anything for the last few years, you probably have heard about this dark cloud above us called the trust recession. And I just don't think it is useful to think about it that way. It's like, I don't. It's just. No, I'm not into it. I don't think it's useful at all. I think that the market shifting is real, and I think that will always be the case. 

 37:32
Andrea Nordling
And I think it makes us all better and do better and serve our people better when we are forced to better right when we have to level up. There are a lot of people that used to be coaches in this space that aren't anymore because the market shifted and it was too hard and they decided, I don't want to work that hard to figure out what to do differently. And when I say work hard, I don't mean more hours. I don't mean more hustle. I mean the critical thinking required to go, okay, my messaging isn't landing anymore, or it's not landing the same way anymore, or something is different in the process here. And I need to figure out how to make it better. I need to figure out how to reach people. I need to figure out where are my people hanging out. 

 38:09
Andrea Nordling
Out. I used to think I knew the answer to that, but maybe it has shifted. Maybe it has changed. How do I get in front of them? How do you know? How do I connect with other people? That would be great partnerships for me. Maybe these older partnerships aren't bearing the same fruit anymore. Maybe it's time to meet new people. Maybe it's time to put myself in situations where I have new connections. Who knows what that is for you? But hopefully it is spurring some thought and getting you excited about the fact that this, honestly, this is business. This is entrepreneurship. It's being better. It's. It's rising to the occasion and figuring out how do I give more value here and how do I pivot, how do I serve better? How do I figure it out? 

 38:45
Andrea Nordling
How do I figure out what people want right now, today? And it's okay if that has changed since a year ago, and it's going to change a year from now as well, and that's all right. It's no big deal. But the willingness to figure it out and the willingness to ask those questions, honestly, I think that is everything. I think that's everything in how you show up for your business and how you show up for your clients and how you show up for your health. Because we could make parallels and draw some really, you know, convict convincing conclusions about how this is exactly what happens in your health. What used to work 20 years ago to lose weight probably wouldn't work for me today. My body's different. Things have changed. 

 39:20
Andrea Nordling
So trying to do those same strategies and be mad that they're not working, well, that's a fool's errand. You know, adjust, get with the changes, and our business is no different. And also your clients are no different in their health. So if that spurred something for you, hopefully you got some ideas about how you can go add some value you and connect some dots for them. Maybe that maybe a seed was planted there. With that being said, the question for all of us is, what would be the most valuable thing I could do for my people right now? I hope that you walk away from this episode thinking, okay, yeah, market shifts are going to happen. They have happened. They were in the midst of them right now. Things are changing very quickly. 

 39:59
Andrea Nordling
My North Star I can always go back to is I'm here to give value to people. And many of those people will hire me and they will get the most value. But having conversations with humans in the world and giving them a little. A little nugget of something, there's value to be had without giving recommendations or meal plans or, you know, sending supplement links or working with people for free. I hear all of these things all the time. That's not necessarily what I mean by giving value. If that is congruent with what feels the most valuable for you, for someone in a situation, I'm, you know, more power to. 

 40:34
Andrea Nordling
You have the discernment to know if that's the case or not, but I think the most value we can give is connecting dots, cuts, and showing people what's possible, being an example of what's possible, showing people how much progress they've made. It's a lot of value. Continued motivation, being inspiring. You know, there's a lot of ways to get value that has nothing to do with working for free. Okay? You hear what I'm saying? All right, so now I'll transition, Beautiful segue, from giving you that value ahead of time into telling you how you actually get the most value from me, which is working with me in the profitable nutritionist program. Okay? The TPN program, we call it TPN for short, is built the way that it is because of this exact premise. Okay? 

 41:18
Andrea Nordling
When you join tpn, you are going to create your ideal business model based on your strengths, based on your goals, based on the amount of time that you have to work on your business and the type of clients you want to work with and the way you want to support them. It is all very personalized. Then we work backwards and we create a doable marketing plan and an offer strategy and a pricing strategy to get you to those goals without you overworking or selling your soul to social media in the interim. Okay? It is not a one size fits all cookie cutter strategy though. And people ask me this a lot when they're considering joining the program. They're like, okay, but you know, like, what marketing strategies do you teach? 

 41:56
Andrea Nordling
I know it's not social media, but what is it and what type offer do you tell us we have to have and how many hours do we have to work and how do we support our clients? And all of those are things that we talk about in the program. And I give you a framework for creating your plan for it and help you do that. But everybody's is different because it isn't one size fits all. Your business isn't. Your interests aren't your expertise isn't your skill level. Isn't it just. There is not a one size fits all solution that would work for everyone, not for your business, also not for your clients and for their bodies. This all you know is, like I said, very parallel. 

 42:30
Andrea Nordling
So when you join the TPN program, you are going to get a completely different business process than you've ever done before because it is so hyper personalized. I want to be very specific about that and tell you that what you can count on is your business model and process that you're going to create is simple and sustainable and it's doable for you. You even get a complete week by week roadmap of exactly what to do step by step that is completely customized to your goals and your exact schedule. We make these roadmaps for each person when they join the program based on all of your intake paperwork. So this is an example of a tweak that we have made. So if you're listening to this podcast and you've been TPN for a while and you're like I didn't get a roadmap. Yeah, yeah. 

 43:10
Andrea Nordling
These are things that change as the program gets better, as we evolve and as the market shifts. These are the things that were able to do. So it's also why I confidently offer a 14 day money back guarantee by the way. So the investment in TPN is $4,500 if you pay over the course of 12 months. It's a 12 month minimum commitment in the program. Many people stay for much longer than 12 months, but 12 month minimum commitment for 4,500 if you use our in house payment plan. Or it's 39.97 if you prepay for the year upfront in just one payment. So 4, 500 if you do the 12 month payment plan 39.97 if you prepay for the year upfront with one payment. 

 43:48
Andrea Nordling
The question for most people is do you believe that you would make more than $4,000 in the next 12 months if you had a hyper personalized business strategy and you had support executing it? If the answer is yes, this is a no brainer investment for you. We are going to help you make your money back in your first months and the rest is pure profit after that. So if you want to sign three to five clients a month without relying on social media and you want to have a hyper personalized plan to do that, go to the profitablenutritionist.com join to enroll and you can start right now. No risk, all reward. And by the way, stop worrying about a trust recession and start serving your people again. 

 44:29
Andrea Nordling
Go to the profitablenutritionist.com join for all the program details on the TPN program and on that page you can also book a free call where we'll map out your goals and your 90 day roadmap together to make sure it's a good fit. So all roads lead to the profitable nutritionist.com join to either enroll in the program risk free or book a call where we can map out your goals together. And my friend, I will see you on the next episode.