Posting more with no finish line is reps with no program - you get tired, not booked. Caleb Ralston calls this the most important framework for your personal brand. Four questions, and the fourth one tells you what to do Monday.
Question one: what do you actually want from this page? Not 'grow'. Say 20 paying online clients. Question two: what would you have to be **known** for to get that? Say fat loss for busy dads. Question three: what would you have to keep doing to be known for that? Coach real dads to real results, and show it.
Question four: what do you have to learn to do that? Programming, nutrition, or just how to film on your phone without hating it. Most trainers start at question four with no question one. A form tip Monday, a meal idea Tuesday, a gym joke Thursday - aimed at **nobody**. That fourth answer is your homework this week - and now every post has somewhere to go.
That finish line is one sentence: who you help, what you help them with, and how many you want. If you watched my niche video, you already have the first half - now put a number on it. You write it before you post anything, and then you work backward from it. It's the same thing a powerlifting coach does with a meet on the calendar. He doesn't start with Monday's workout. He starts at meet day, then works back through the peak, the strength block, the base block, until he lands on this week.
Monday's sets only make sense because the meet date is fixed. No meet date, and you're just lifting. That's fine - but don't call it a program. Now the part you can't see from inside it. You think you have a reach problem. The views come and go, so you blame the algorithm, or you blame your niche. It's an aim problem. You never named a finish line, so nothing you post is aimed at anything.
If that's you - posts that do fine on views and never turn into a DM - pay attention, because the fix is ten minutes. So if you want to know whether you're posting at nothing, here's a quick check you can do right now - pause the video, or write this down. Answer question three out loud. What do you have to keep doing to be known for it? Now look at your last 10 posts. How many of them were that?
Be honest, usually most trainers get a little quiet right here. They can point to one or two, or none. The rest were aimed at views. If that's you, write the sentence tonight. Something like, 'I want five online fat-loss clients who are new moms.' Watch what happens. Half your post ideas fall off the list on their own, and what's left is actually aimed at somebody.
One more check before you film. Does posting online actually get you to that sentence faster? For most trainers, yes. For a few, no - and if that's you, fine, you just saved yourself a year of posting at nothing. Fair warning - this sentence costs you ideas, so you'll post less. That's the point, because you post less and land more.
That one sentence is the first thing we'd build with you in the 90-Day Build, because a page aimed at nobody is costing you money every week.
In the 90-Day Build we make and post your content, answer your leads and close them on sales calls.
Apply for a spot →