The One Belief Your Business Can't Grow Without | EP 102

The reason your ideal clients aren't buying might have nothing to do with your offer.

Dr. Kasey Jo Orvidas introduces her concept of the "root belief," the one thing your ideal client needs to believe before any of your content, copy, or offer can actually land. If that belief isn't there, it doesn't matter how good your testimonials are or how clearly you've laid out your program.

She covers:

• What a root belief is and why it drives every buying decision your ideal client makes
• Why coaches with great content and strong offers still struggle to convert
• How to identify your own root belief and what to do if you can't
• Where the root belief should show up (and often doesn't) across your content, lead magnets, emails, and sales page
• Why the same psychological mechanism that determines whether your clients change is what determines whether someone buys from you 

If you've ever had someone DM you, engage with your content, and still not buy, this one's for you.

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Transcript

0:00

if you don't know what your root belief is, then it is quite literally impossible for someone else to believe in it. Hello my friends, and welcome back to not another Mindset show. I'm your host, Dr. Casey Joe. My goal with this podcast is to take the science of mindset and behavior change and distill it down into actionable takeaways for you. Together we're gonna unpack research around motivations, self-sabotage, willpower, and so much more, and we're going to take all of that and translate it into strategies you can immediately apply to your health. Fitness, relationships, business, marketing clients, all of the things. But just to be clear, it's not all serious and sciencey around here. We're gonna have a ton of fun too, and I'm so excited to share all of this with you. All right, let's go ahead and get into the episode. Hello, welcome back to Not Another Mindset Show. I have a little business chat planned for you today, and I wanna talk about something that is really at the core of so much of what we need to be paying attention to in our business. Like, it is literally the thing that everything should grow from. And here's the thing, and where I wanna start, is that you can have a great offer, a great program, a website that looks super legit, and still watch people land on your page, engage with your content, maybe even DM you, and still not buy from you. And most business owners try to diagnose this as a funnel problem, as a traffic problem, I just need more leads, as maybe something wrong with your pricing. Usually it's, "Do I need to make this cheaper?" But it is almost always never those things. And I say this speaking from experience, speaking from someone who's been running their own business for six years now, someone who has worked intimately one-on-one with many health and fitness coaching business owners, specifically over the years inside the Growth Collective. That is my one-on-one mentorship program for health and fitness business owners. Been doing that for, oh my goodness, four years? Four years. So here's the thing. It's not really …It's, it's rarely a traffic problem, it's rarely a content problem. It is a root belief problem, and that is a, a term that I most recently coined. And today we're gonna talk about what that actually means, and oh, how to fix it, how to get into it. So what the heck is a root belief? The root belief is the one thing your ideal buyer, your ideal client needs to believe in before anything else can actually take hold, any of your content, your messaging, your sales emails, anything. So the details of your offer, your credentials, your killer testimonials, all of those things come after the root belief, and they all should tie back to the root belief. So when I say root belief, you can actually kind of think of a plant. I love me a plant analogy. For those of you in HMC who are like, "Here we go with the freaking plants again, Casey." And actually, I'm thinking about, I have a plant that was a gift three years ago. It's a beautiful monstera, and desperately needs to be repotted into a larger pot. Like, it's definitely overgrowing, but I'm so scared because I have tried to repot things before, and then they immediately die, and that has to do with the root system. It has to do with the roots not taking hold in the new soil, in the new pot. And because even with the best soil, even with all the love and the care that you have for this plant, even with a nice new pot that they should be thriving in, if the root system gets damaged or you don't have a root system, nothing takes hold, then the plant is going to die. This is me now very ominously saying that about your business. Every business has a root belief. The difference is the most successful business owners you see out there, they know exactly what that root belief is, and they're constantly coming back to it any time they create a piece of content, any time they set up a nurture sequence, any time they create a lead magnet or a freebie, they're coming back to that root belief. So Why most coaches and business owners skip this, at least from, from my perspective that I've noticed, we're trained to lead with the offer, with all of the bells and whistles, all of the things that you can give your client, all of the resources and community, and all of the stuff that they get. Look at all of my experience. Here's the, the price that I've so perfectly calculated for every different package that you can, you can enter into. We're trained to look at all of that stuff as if it's the most important. But a perspective client who has not yet accepted your root belief, they will look at your offer and feel nothing. Or worse, they will feel skeptical because the root belief is that important. This is also why good content that you make will get good engagement, again, might lead to some DMs and conversations, but not conversions, ' cause you haven't established that root belief yet. They don't believe in that root belief yet. So I actually … I feel like this ties back to, virality, going viral on social media, which just to be clear, I haven't had something go viral in, I don't know, five years. Still doing okay over here, and I do think a big part of that is because I'm really just focused on establishing the root belief and ensuring that the people who come across my content and are in my launches, the focus is we need you to believe in this one thing. So what can happen, and I've seen this happen with many people, you get the virality, you get the engagement, you grow your following, but those people aren't actually your ideal person. They're not buyers. Even if they are your ideal person, they're still not buying, and it's because of this. I'm pretty confident it's because of this because the message is ultimately hitting, it's hitting people without the roots established. And if they don't hold your root belief yet, they're not gonna buy. And by the way, if you don't know what your root belief is, then it is quite literally impossible for someone else to believe in it. So that's where we're gonna go next is how to identify your root belief. I want you to ask yourself, what is the number one thing my ideal client needs to believe before my offer makes sense to them? What is that one thing? How does that one thing then position what you do as a specific solution for a specific problem for a specific person? That's what we're looking at here with the root belief. So for example, the root belief in my business is not the Health Mindset Coaching Certification is a great program, it's the gold standard for mindset and behavior change coaching in the health and fitness world. That's not the root belief. Nor is it Casey has a PhD, Casey has a PhD, so the certification must be good. It's not about credentials. The root belief in my business really is that behavior change and mindset science, not plans and programs, not even nutrition and fitness education, is what determines whether or not your clients will stay consistent and get results. That is the root belief. Trying to get people to believe in the fact that mindset and behavior change science needs to be included in their coaching practices. Those are the people who buy HMCC, when they have that belief, which is why everything that I do is trying to get people to believe in that. And not just trying to convince them, I really, really believe in that. If this is your first time listening to the show, just go back and pick some random episodes and you will see how passionate I believe in this stuff. So I guess that's a, that's a good point to make, too. If you don't believe in your root belief, then we got a whole nother… That's a, that's an entirely different podcast episode. Like, you got, you gotta do some thinking. Gotta do some soul searching, if that's the case. Okay. So a framework to kind of start thinking about how to find your own root belief. What does your client need to believe before your offer really feels like it's the obvious next step? And that's what we really wanna tap into. What does someone need to believe before they're like, "Well, duh, of course I need to work with this specific coach"? And if you can't land on something clean and clear here, then my friend, I do believe we just identified a messaging problem that you need to pay attention to. So I have some things here of how the root belief shows up or maybe doesn't in your business, few different areas. First, your content. Are you creating posts that build the belief or posts that assume that the belief is already there? You making the assumption that your audience already believes in the thing or are you actually creating content that helps them believe in the thing? Is your lead magnet, your freebies that you offer, does it plant that root or are you just delivering information?"Here's a guide on post-workout nutrition." Does that tie into your root belief? or Are you just, " Here's some more information that's important," but is that really gonna move them towards wanting to work with you? Think about your emails and your sales page. Are you making the case for the belief before you make the case for the offer? Are you making a case for the belief before you make a case for the offer? I feel like I need to say that 700 times. Instead of just immediately diving into here's all the benefits and amazing things that you get when you work with me, do they actually believe in your root belief? Because if they don't, none of that freaking matters. It doesn't. And all of this really ties back to what I talk about all of the time with mindset and behavior change. It's the exact same mechanism that you should be thinking about with clients when you're coaching them. Because if your clients don't believe that change is possible for them, then you are automatically moving into an uphill battle. If they don't believe it, it doesn't matter what strategy, what plan, what solution you throw at them, if they don't actually believe that they can change or that they can do this stuff in the first place. Same thing goes in your business when you're selling and marketing and in your content. The belief comes first, then consistent action, then results. That's what we see with our clients, and that's exactly what we're gonna see in, like, a buyer cycle, thinking about prospective client to becoming someone who actually hires you. So that's exactly why you need to understand this stuff, not just to be an effective coach, but to be an effective business owner. It's all the same. Mindset, psychology, behavior change, human decision-making It's all the same. It's just how you're kind of actually implementing it in different realms. Okay, so hopefully at this point, you do believe in the idea of the root belief. Like, the root belief of this podcast episode is to believe in the root belief. I would hope so, otherwise you probably wouldn't still, still be listening at this point. But here's what you can do next. I want you to audit a piece of your content or your copy, take a look at your sales page, and ask yourself, "Does this copy, does what I have here assume that the root belief is given, that someone already believes in this thing? Or is it something that's really helping build the belief?" Which, here's the thing, we do want some content to have the assumption that the belief has already been made because… And I've made this mistake before, too, that you spend so much time trying to get people to believe in this core message, this root belief, that you forget that there are people who are sort of in later stages that already have that belief because they've been following you for a while, 'cause they've been around, they've, they've come to your free trainings, whatever. And now you just keep speaking to the person who doesn't believe in it. You do want some content to, the person who believes in it, but it's, it's usually… That's usually not the problem. Usually what I've seen from coaches, again, this is me working with business owners and just all of the coaches in HMCC, which we have over 1,000 at this point, by the way. Over 1,000 students. Mm, so cool. so yeah, really audit. Just Go to your Instagram at random, click a post, and see what you're doing there. Are you making the assumption that the belief is already there? Are you actually building the belief with that piece of content? So the job of your free content, your lead magnets, your nurture sequence emails, all of it is to grow the root, develop that root belief in that person, and then the offer becomes the just very clear, natural, obvious next step because they believe in that root belief belief Okay. I hope this was helpful, and I do have to say at this point, this is honestly, like, very timely, speaking of the Growth Collective. We did just open applications today, June 15th. I only open up applications two times per year. We only have between eight to 10 business owners in the Growth Collective at any given time because I spend so much time with you. It's very one-on-one, very hands-on. You do get interaction with our small group. It is like mini mastermind style, but it's mostly about me getting my hands on your business, and I spend an incredible amount of time with you, and I have an incredible amount of other things to do in the business as well. So eight to 10 people max. Most people stay for one and a half to two years, so at any given time, we only have three to five spots even open. So applications are open today. I do need you to know, don't get too excited. If you are not a Health Mindset certified coach, or at least a student as you're listening to this, then you cannot apply. I'm sorry. I'm so sorry to say, but I need you to have foundational mindset, psychology, and behavior change training because so much of that does play a role in business. But this is a lot of the stuff that I talk about in the Growth Collective when it comes to positioning your offers, your messaging, down to, like, what you're posting on Instagram. We talk about all of the things. So if you're an HMCC student or grad and you would like to spend a ton of time with me on your business, then please consider applying for the Growth Collective. I would love to work with you. Yeah, go out there and establish your roots, guys. Make sure you're doing that in your content and your messaging. Take some time to think about what that belief is. What is that one thing that someone really needs to take hold of before they actually can buy from you? And use that to drive your decisions and your content and your copy and, and all that good stuff. Okay. That is all I have for you. I appreciate you being here. As always, you're the best. Thank you, and I'll see you next week. And that's a wrap for today's episode of Not another Mindset show. If you enjoyed today's episode, don't forget to hit that subscribe button so you get notified of the next one. Because if you're anything like me, if the episodes aren't popping up for you automatically, you'll keep forgetting to come back to the show even if you really, really enjoyed it. So go ahead and hit that subscribe button and make it super easy for you and of course. If you wanna see more episodes just like this one, I'd love for you to let me know by leaving a review. I know, I know it's super annoying to do, but the few seconds that it takes means the world to me and also ensures that I can keep providing free education and value to you. And just to sweeten the deal, I am going to be picking a random reviewer every single month to receive a free workshop or product from me. If you're looking for more free resources or just wanna connect, hang out, chat a little bit, come find me on Instagram. I'm Coach Casey, Joe over there. That is where I hang out the most in the land of social media. Alright, my friends, that is all I have for you this time. I so appreciate you being here and love to see you prioritizing your growth. I'll see you next time.