MASTERCLASS RESOURCES

Show us how cool you are in a video.

• What do you teach people to do? Show us the way you embody what you teach
  • Riding coach: effortlessly picking up a canter, POV of how your light your horse is responding to your rein, a visual of how you use clicker training to get an advanced maneuver
  • Dog trainer: effortlessly loose leash or off-leash walking your dog out and about
  • Cooperative care trainer: trimming your horse at liberty, self-haltering, injections with a YES
  • Nutrition coach (animal or human): before & after vids & pics would be excellent
  • Spiritual coach: what’s ONE thing that’s tangibly manifested in your life as a result of your work? Show us a video of you holding hands with your love, traveling, in the ZONE at your alter 

Show us micro-moments of the lifestyle you have—as a result of your work

• Horses running to the gate to see you
• Horses following you around
  • “when you don’t have to catch your horse… because your horse catches you.”
  • “my horse when absolutely zero horses are required”
• Your dog CHILLIN’ at a patio restaurant
• Glamorize giving your horse her elaborate daily supplements
• Feeling connected in nature
• Leading a room full of people
• Teaching on stage 

What’s one hill you’d die on? What could you get into a street fight about?

• Something that you don’t have to sensationalize inauthentically—you feel ridiculously passionate about this

Tell us about a singular turning point in your journey that helped bring you to where you are

• bonus points if it represents a major value/belief you hold

Something you know/believe that nobody else seems to be talking about

• thought leadership begins here. Let it rip

Your take on something EVERYONE seems to be talking about: a current trend, story, topic, or scandal

• ride that wave of conversation & boogie wid it

When did you absolutely FLOP—and how did you recover to get to where you are now?

• being epic is only aspirational… until you tell us about the hardship you overcame to get here. Now other people in that same hardship can believe it’s possible for them, too

Re-introduce yourself

• Anytime you get a lil boost in followers, or just want to share a glimpse into your world and who you BE. Let this be playful AND use it as an opportunity to talk about your street cred. What have you accomplished that’ll get people to listen up when you speak?

What’s something you know FO SHO

• a belief or principle so strong it’s become undeniable for you

What do you want the future of your niche/industry to look like?

• tell us the ultimate vision you hold for the world or your space

Break down a “theory” into a digestible bite

• What do we need to understand to get out of our suffering/reach their goal? There are SO many things… so zoom waaaay in to one concept at a time, and that’s a post.

Step by step “how to”

• What’s something we can try today to make a small shift in our life? Walk us through a simple, tangible, step by step process.

Stepping stones along the journey

• Your ideal client is lost right now, and doesn’t know which direction to take. Talk her through the zoomed-out, high level overview steps to get OUT of this suffering—and toward her desire.

Dismantle fear, self-doubt, or resistance

• Really think through the ways your people need to overcome mindset blocks to get what they want. What do YOU believe about these objections/fears? Here are some common blocks, and examples of dismantling them (with empathy of course)
  • I don’t have enough time
    • Investing time into this now will save you YEARS of trial, error, and grief
    • This is your life—carving out time for YOU and what matters to you is the ultimate act of agency & self love
  • I can’t afford it
    • the cost of not hiring [a trainer, coach, etc] is much higher over a lifetime
    • getting out of this suffering/into this desire is priceless
  • I don’t know if this will work for ME
    • name WHO your work is for all the time so there’s no doubt that they’re a good fit
  • I don’t know if I can follow through
    • talk about the elements of your offer that provide accountability & support
    • talk about how people who used to struggle with follow-through THRIVED with you

Problem → Empathy → Solution

• name your ideal clients’ precise problem in impressive detail (so they think you’re a mind reader), empathize with them, and offer a solution. This can be a tangible how-to, a high-level overview of steps forward, or a mindset shift.

Written testimonials

• always ask your clients to write up a testimonial if they loved working with you! Ask them to focus on their end result, or a before/after state. They’ll naturally talk about the experience itself, but oddly enough, this is less compelling (though it can totally be included if results/before & afters have been touched on)

Video testimonials

• Your client speaking direct to camera about their result/before & after
• You can also play with making this feel casual/candid. If your client is down, whip out your phone/record on zoom and say “you just finished up [a lesson/session/program], how do you feel??” And let it be playful/high energy

Measurable results: number of clients you’ve worked with, titles you’ve won, etc

• sneak these into your posts all the time! This doesn’t need to be its own post type, but something you mention on the regular.
• Use this in your post hooks! “I’ve rehabilitated 11 rescue horses—this is what I’ve learned”

Courses you’ve taken, influential people you’ve worked for/learned from

• work this into posts
• “6 things I learned from being[well-known trainer]’s in-house working student”

Certifications you have

• announce anytime you complete a course/certification, and talk about how it translates to helping your clients get a specific result
• if you already have certifications, talk about it how it’s helping you get clients epic results

Endorsements from other professionals with authority in your niche

• post these! Screenshots, quotes, whateva.

Before & after photos/videos

• if it’s ethical & relevant, these are great

Screenshots of happy clients/their results

• screenshot EVERY good thing someone says about you/their results. Block out personal/identifying info if it wasn’t posted publicly.

Your own results/transformations/accomplishments

• HUUUUUUUUUGE. Your own before & afters, embodying your results, the works. SHOW US and TELL US how good it can get.

Case studies

• talk about you or a past client in a post, and use it as a teaching tool AND evidence
• “How I helped Emily halter her untouchable mustang in 30 days” and then lay out the zoomed-in steps, OR the major pillars of theory behind your work

At the end of all of these posts, you’re going to “pitch” your offer, then invite people to take one simple step toward working with you.

Telling them to comment a specific word, then sending them information, is my action of choice.

Set the Vision

• Describe what it FEELS and LOOKS like to have what your offer is designed to create
• pitch your offer

Describe your offer details

• DON’T FORGET to use a hook. Don’t get all boring on us just because we’re talkin’ details. Use that “hooks” training from the masterclass
• Talk about 1 of 2 things in each offer post:
  1. What’s included - the “deliverables”
  2. HOW you get your clients a specific result. The steps you walk them through in your offer

Use these as a jumping off point for your interactions.

Someone Followed You:

“(name)! I saw you followed and wanted to say hi. Do you have any questions about (my work) I can answer for you in my content?”

You’re Passing Out a Free Resource:

Hi, (name)! I made a free training about (irresistible name of free resource) and thought you might find it helpful. Want me to send it your way?”

Friend Referral for Free Resource:

“Hey, (name)! (Name of your mutual connection) mentioned you may appreciate a free training I just made on (irresistible name of free resource). Want me to send it your way?”

Public Forum Answer in Comments:

(name), this sounds really intense [or other sincere empathetic statement].

I have [make a statement that establishes your expertise: specific transformations you’ve facilitated that are similar to this question, certifications, number of clients served—pick the one that’s most relevant].

Here’s my advice: (give advice)

Optional: I have a free video training about this topic. Want me to send it your way?

Public Forum Answer in DM’s:

“Hi (name), I saw your question in (group/forum) about (XYZ), and I wanted to send you an in-depth response. This sounds like a tough situation (or other empathy if applicable)!

[give advice]

I help (ideal client) to (state the outcome you help clients get), so let me know if you have any other questions. I’m in your corner.

Direct Invitations:

“Hey [name], you’ve been on my mind and I wanted to extend a personal invitation to [program]. My question is, are you looking to [ultimate result]? If yes, I can send you the details.”

“Hi [name]! I just opened enrollment for [program] and you came to mind immediately, so I wanted to extend a personal invitation to join and [ultimate result]. Do you want me to send you the details?”

Hi [name]! I’m curious if you’ve been looking to [ultimate result of your program]? Do you want me to send you some information on how I’m helping my clients do just that?

Remember, you can say it AND show it. Putting any of this in video form is fantastic.

humble brag - why would someone listen to you?

❌ How to help your reactive dog on walks

✅ I got this traumatized, reactive rescue dog loose-leash walking in 90 days. Lemme put you on game:

be a freak - how would you say this in a playful conversation?

❌ How to regulate your nervous system

✅ what if you were the chillest motherfucker in the room at thanksgiving?

ridiculously specific - like you’re painting a picture or writing a fantasy

❌ How to have a better connection with your horse

✅ When my horses see my truck pull in the driveway, they dart to the gate and fight for first dibs at training

open loop - build intrigue, don’t summarize

❌ train calm default stationing to eliminate pushiness with food rewards

✅ All the naysayers freaking out about “creating a cookie monster” are just ignorant to this one exercise

call out your people - “you’re reading my mind” or “I’ve never had an original thought in my life” or “this bitch gets it” — how do THEY identify?

❌ if you’re struggling with unwanted behavior…

✅ what to do when you feel like your horse hates you, the advice from trainers at your barn makes you feel sick, and you can’t decide if your biggest fear is getting sent to the hospital with a concussion OR selling your horse not knowing where he’ll end up…

✅ Wellness girlies GATHER ROUND - I have the EQUINE equivalent of pilates, green juice, beef tallow and meditation:

outcome - what will they walk away with after reading this post?

❌ Why cooperative care is so important

✅ Get your horse STOKED to stand for the farrier (at liberty)

What do I say to get clients to want to work with me?

When incredibly talented trainers, healers, bodyworkers, PT’s, and coaches learn that they can attract clients just by posting on social media…

That’s the one hiccup that consistently pops up, over and over again.

I don’t know what to say.

I think the more important question, though, is what are you NOT saying?

There’s so much you can say online: to build trust and connection, and spread your important message.

[and I’ll be going over that in my upcoming training]

But if you’re not talking about this one thing, you’re leaving the very people who are searching for you high and dry.

Lemme tell ya what this magical one thing is:

The hot, sexy, delicious, inspiring, dreamy OUTCOME of your program.

Saying exactly what result your offering is designed for—in detail so strong it deserves to be in a fantasy novel.

I know what you’re thinking: I can’t guarantee a result.

And that’s why you’re so afraid to name it.

• You don’t want to let people down
• And you don’t want to be dishonest
• You don’t want to attract people who won’t put in the work
• You don’t want to attract people who want a result at the expense of their horse, or dog, or health

But this fear is why you’re not already rolling in dough, mmk?

First, I’ll explain the why and how of talking about results

Second, I’m going to show you how to do it—without being dishonest, overpromising, or attracting the wrong people.

Outcome:

Why:

• It’s honestly unfair to expect someone to pay you any amount of money—or even just their TIME, if it’s something you’re offering for free—if you don’t show them what they can GET out of it. What’s their return on investment, so to speak?
• They don’t want to waste time
• People need to be inspired and compelled to take action. Set the vision of what’s possible for the people who work with you?
• Imagine you were considering hiring me to help you with your business and I said “I can help you have a better business” there’s no way you’d work with me. It’s giving absolutely nothing
• Instead I say: I can help you create, launch, and sell an online offer in four months—and my clients have been able to generate over $10,000 while working with me.
• MUCH more compelling, yeah?

How/examples:

Common mistake: “you’ll have a better connection with your horse/dog” or “feel more peace” or “navigate the challenges of pet ownership” — those are nice, but they’re not very clear or inspiring, honestly

Hack: take a close look at your own life, and notice the things you get to experience because of your work.

Examples:

• I got this traumatized, reactive rescue dog loose-leash walking in 90 days. Lemme put you on game:
• what if you were the chillest person in the room at thanksgiving?
• When my horses see my truck pull in the driveway, they dart to the gate and fight for first dibs at training
• Get your horse STOKED to stand for the farrier (at liberty)

Ultimate hack: not just talking about results.

• Embody the result yourself (this gets you sooooooooooooo far)

How can you say things like that—without being dishonest, or attracting people who want a result at the expense of their animal, or without putting in the time or effort.

• First, you have to trust that most people understand that results vary. In fact, they may see that it works for other people, that it’s designed for them, and STILL question if they’ll be happy with the experience. So you can really air on the side of boldness here.
• Second, talk exclusively to the types of people who share your values—one of their values being NOT pushing their horse or dog too hard. Or NOT spiritual bypassing in inner work. Or someone who’s super into doing the work, and is tired of being sold shortcuts when they know it’s not reality.
• How to be honest: when you use specific examples, just think of results you embody yourself, or the results you’ve helped past clients get. This is completely honest because you’ve literally already done it
• How to not overpromise: when they’re in your program, they WILL GET the goods—the journey, the mindset shifts, the education they need, and they will be thrilled

Here are some examples of talking outcomes to the RIGHT people:

• If you have HAD IT with macho manly trainers telling you to wiggle a rope and force your horse through a 5 step program no matter what—and you really just want her to come running to you when you call & have personality instead of blind obedience—all while being safe to handle, trailer load, and trim… I gotchu.
• You’ve read countless self-help books… but you still don’t feel safe in your own mind, I can help you crack through the constant loop of “self improvement” and feel effortlessly at peace