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18
Mar

39: How Hard Are You Willing To Work For Your Success? – Lessons From A Surf Trip In Costa Rica

Achieving goals for success

What Is This Episode About…

In this episode, we are in Costa Rica out on a retreat. While out here in beautiful Costa Rica, we panned to surf. We relate the effort and planning needed to go out there to catch a wave with the effort needed to succeed in business.

We wanted to have a good experience surfing and thus made a big effort and sacrifice to get there early in the morning and in rugged terrain, likewise for an entrepreneur, whether you achieve your goals depends on how hard you are willing to work to achieve your goals.

Are you willing to put in the effort and sacrifices required to achieve your goals and let go of those things derailing you? The problem with many people is that we have some big goals and want to succeed, but we don’t want to sacrifice to get there, we want to remain comfortable. The sacrifice can be in terms of time, energy, or money. 

Key Points Discussed:

  • Everything that we want to achieve in life, especially the bigger things require a sacrifice (00.10)
  • How hard Are you willing to work to get what you want (7.46)
  • Are you willing to do the work that’s required to achieve what you want in life (9.15)
  • We want a lot of things, but we’re not willing to spend money, time, energy or effort to get what we want (9.30)
  • Every single goal requires a commitment of some kind (10.11)
  • Do the work, honor the struggle and make this world a better place to live (11.41)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released March 18, 2020

Episode Transcript…

Disclaimer:‌ ‌The‌ ‌Transcript‌ ‌Is‌ ‌Auto-Generated‌ ‌And‌ ‌May‌ ‌Contain‌ ‌Spelling‌ ‌And‌ ‌Grammar‌ ‌Errors‌ ‌

 

Intro  0:00  

Are you willing to sacrifice what you need to sacrifice to be able to achieve what you want in your life and in your business, every single goal requires a commitment of some kind, every single goal, everything that we want to achieve in life, especially the bigger things require a give a sacrifice. It was like Chris said, across our time, money, energy requires something. And if we’re willing to turn off Netflix, and do the work, build our business, build our dreams, it will pay off.

 

Chris  0:32  

What’s up, everyone? You’re listening to yoga entrepreneur secrets? I am Chris Yax. 

 

John  0:36  

And I’m john Yax,

 

Chris  0:37  

We are part of a small group of yoga entrepreneurs who are committed to making a living doing what we love without feeling guilty about making money for ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to yoga entrepreneurship.

 

John  1:03  

All right, john here, Chris here. We’re coming to you live from beautiful Costa Rica. It’s pretty beautiful. It’s gorgeous. Do you hear the river in the background? Yeah.

 

Chris  1:14  

So we’ve been here for about a week and a half. The retreat started. So when you listen to this, we’re actually not going to be here anymore. 

 

John  1:22  

No, unfortunately. 

 

Chris  1:23  

Yeah, it’s so interesting talking about time in relation to this, like when you were here, when you’re hearing this, we are not there. But we are now. So we came a week early. We came a week early to embed a little bit of our own personal vacation time into it. And also to have some time to prep and be away from all the distractions of home and the studios so that we could focus on really delivering while we’re here and being present and making sure that everything we wanted to cover we know like to a tee, when we’re covering it, how we’re covering it stories that when it’s hell, and all the frameworks that we’re using.

 

John  1:57  

Yeah. 

 

So we were surfing. This place is gonna cost a peninsula where we are to the river mouth, and Krishna are out there. Out there in the lineup. We’re sitting on boards, and we heard this guy talking about witches rock, I suppose call the local brew high, and he was like yeah, I was there yesterday took a boat in and, and served it was great as head Hi, there’s no one out and Lola when Chris and I looked at each other, and you’re like, Huh, all right. We happen to have a toy to high lugs, four-wheel drive. Probably one of the meteor trucks you could buy. You could rent here. And Chris I started talking to me like what do you think? And should we try to drive into to Santa Rosa National Park and go to wishes rot? And this, Chris and I’ve done this before we’ve done this actually several times, a lot of times actually. And so we know exactly what we were getting into. It’s not one of those easy things to do.

 

Chris  2:57  

Yeah, it’s not for the faint of heart. Not at all. No Like, you got To want it to get to where we were going where witches rock is.

 

John  3:07  

So we had a couple of conversations. We’ve talked in the water a little bit, we got on the water, and we’re like, hey, should we do this? And if we do this, what’s the best time? What does it really mean? And what it really meant was, we need to go to the grocery store, we had to go have groceries, we had food there, there’s nowhere to buy food. There’s literally nothing there. It’s in the middle of a national park. And what it also means is that we would have to get up really early, because really, we only had the one day to do it. So we made a decision. We said we’re gonna do it. We’re gonna do it tomorrow. That day, we went to the grocery store, we got groceries. We got gas. We made a game plan for like, we’re gonna get up at 430 in the morning. We’ll be on the road by five o’clock. That’ll put us in the park at seven. Once Get to the edges of the park, then it’s 45 minutes, almost an hour of four-wheel drive. Total four-wheel-drive terrain. I’m talking.

 

Chris  4:10  

It’s only like 13 clicks, you know, 13 kilometres from like the engines of the park to the beach, but it takes you almost an hour to get there that I’m trying to give you a like a, an understanding of the terrain, literally up and down the sides of these mountains. You can call it a road. Yeah, it’s kind of a road ish thing. That’s road ish.

 

John  4:32  

For sure. It’s modish big boulders in the way there’s river mounts. Thank God it’s dry. So we didn’t actually have to drive through the river this time. But it’s riverbeds. It’s huge ruts from when it was muddy. It’s you’re constantly on full alert, making sure you don’t get stopped, and you can literally get stuck pretty much anywhere.

 

Chris  4:54  

Yeah, the central nervous system is all fired up. Cuz

 

you’re like oh, I mean it’s it’s

 

crazy. So we wake up at 430. We pack our stuff up, we drive two hours to get to Santa Rosa National Park, we drive another 45 minutes of the worst road conditions ever. There’s literally a sign that says, The roads are bad. We recommend walking.

 

John  5:13  

Yeah, like four hours, but like,

 

Chris  5:15  

that’s what they say. Yeah. And so we finally got there. Once you get there. That’s kind of where it begins. Because now we have to unpack all our stuff. We each have a backpack, we each have our boards, and we’re about to walk the guy, the Ranger. There’s one dude, one lone ranger at the station, and we play

 

John  5:31  

the Lone Ranger who’s the Ranger.

 

Chris  5:35  

And he was like, I thought you guys were Chico’s cuz no Americans ever come in here this early. We know what we want. And so then we’re walking down to the beach, and once you get to the beach, it’s another 40-minute walk all the way down to actually get to where the waves are because if you like surf right out front, you would have no fun because there are just closeouts meaning the way breaks the whole way breaks at the same time. I’m no fun.

 

John  6:00  

And so we packed up all our gear. We have backpacks, we have bags, we have our boards, were loaded down and we walk out on the beach walk 40 minutes all the way down. Now, we knew there was going to be something, but we didn’t know how big it was gonna be because there wasn’t an actual big swell forecasted. So the potential of getting skunked, which means we get there in there are no waves was there? So we took a risk there also, we walk all the way down and we’re like, okay, okay, it’s kind of small right here. It’s kind of all of a sudden, it’s getting a little bigger, a little bigger, a lot better, a lot better, a lot better. And we get all the way down there and we realize the waves are good. We put our stuff up. We have there’s a little shaded area from trees and some driftwood, put our stuff up and we go for a surf. We come out of the water. It was good.

 

Chris  6:49  

It was fun waves. But we were like, ah, let’s, let’s walk down a little bit more.

 

John  6:54  

So we grabbed our gear. We walked down another 15 minutes and put our stuff up and We realize it’s really good, real good, really, really good.

 

Chris  7:04  

There’s not another soul on this beach. There are only two boats in the water as we are about to paddle out one of them leaves. So there are only three other guys in the water.

 

And us. Yeah. And within an hour they leave. And it’s just john and I and literally Not a soul around us, for we surf for eight hours.

 

John  7:26  

We were that we were on the beach for 10 hours. Out of that 10 hours, we were in the water for eight hours,

 

Chris  7:31  

just trading the most beautiful, perfect waves all day long. It was like it was I’ll remember forever. So you may be wondering at this point, how is any of this related to Yoga or being an entrepreneur or what’s the secret? And here it is. The question is, how hard Are you willing to work to get what you want

 

John  7:57  

because when we do put in the work, that’s you Only way we get the reward. That’s the only way we get those experiences that will remember for the rest of our lives.

 

Chris  8:06  

Yeah, another way of framing it, which is what the conversation we just had this morning at this retreat this mastermind, and it was, are you willing to have what you want completely? And what does that mean? Are you willing? Like you’re just asked to do the work that’s required to achieve it? Are you willing to sacrifice what needs to be sacrificed to be able to achieve it? Are you willing to let go of all the things that are in your life now that won’t serve you to be able to get what it is in your life? Well, I don’t care if it’s like more students in your yoga studio, or if it’s, you know, more classes on your schedule, or if it’s, you know, starting your own business, like, the question is, are you willing to sacrifice like for us there was sleep, it was our central nervous system. It was potentially getting lost in the middle of nowhere in our car breaking down

 

John  8:57  

the truck getting stuck in some rut or getting stuck on the side of a mountain,

 

Chris  9:01  

it was like walking in maybe getting skunked and having to literally just turn around and go do the whole thing over again.

 

John  9:08  

Right, potentially getting injured when you’re in the water means so far away from civilization that it could really be dangerous. Yeah.

 

Chris  9:15  

So that’s the question, Are you willing to do the work that’s required to achieve what you want in life, in relationship to yoga in relationship to your business and relationship to starting something new and, and for the conversation we’re having is also like to have the relationship that you’re looking for, like, whatever it is, that will keep an entrepreneur style, because that’s what we’re talking about. But the problem is that we all want a lot of things, but we also want to stay comfortable. We also wait. We want a lot of things to happen in our lives, but we’re not willing to spend the money or the time or the energy or the effort to actually get what you’re looking for. The right period and it will require money. On some level. If you’re in the entrepreneurial space, and you need to level up your game you need to find a coach, and that’s if they’re good. They’re going to call Money, but you’re investing in yourself? That’s the question. That’s the big question. This is what the whole story is about is are you willing to sacrifice what you need to sacrifice to be able to achieve what you want in your life and in your business,

 

John  10:11  

every single goal requires a commitment of some kind, every single goal, everything that we want to achieve in life, especially the bigger things require a give a sacrifice it, like Chris said, across our time, money, energy, it requires something. And if we’re willing to turn off Netflix, and do the work, build our business, build our dreams, it will pay off, but it requires us, to step up and do it. Yeah.

 

Chris  10:39  

And so you may be like, Well, guys, like yeah, you just went on a surf trip. Like that’s not a good story in relationship to me wanting to build my business and like what’s required of it, like, but I’ll just say a different story this past year in 2019. We spent a close to $60,000 in personal development and coaches to level up our game to be able to To understand and get insights and perspective shifts from people who are where we want to be like, that requires not just money, but time away from our families, we had to travel to these guys, and like spend like weeks upon weeks in these mastermind groups learning and then coming back and going through the fire of not being good at what we’re trying to implement. And it’s just reiterating and then iterating and iterating, over and over again. And so whether it’s a surf trip, or whether it’s building your business, or whether it’s taking your business to the next level, like the core is the core, and that is we have to be willing to sacrifice something to be able to get what we’re looking for in life. Yeah. So

 

Unknown Speaker  11:41  

with that, go out, make a difference. Build that business. Start it right now. Take the next step that you need to take to stop your dreams. Do the work, honor the struggle and make this world a better place to live. Peace

 

Chris  11:58  

Yes, thanks so much for Listening to yoga entrepreneur secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple podcast and do three simple things one, rate and review telling us what you think of the podcast to in that review, ask anything you want related to yoga, and three if you want a shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered, live raw and uncut. Join us next time on yoga entrepreneur secrets podcast. Thanks

 

13
Mar

38: Sneak Peek: How the Law of Attraction Really Works

How the Law of Attraction Works

What Is This Episode About…

In this episode, we explore the reasons why Yoga was developed. There seems to be a never-ending debate about whether Yoga is just about the body. Chris takes us through how yoga transforms our reality and how we approach our lives.

Yoga is a practical concept we get to experience in our lives. It is not a philosophy or theory we read about. It literally transforms our lives. We further discuss how Yoga shapes our thoughts which then shapes our intentions and our intentions create the reality we are in. This means that if the reality you are experiencing is not where you’d want to be, you have to start with your thoughts. This is what Yoga and our teachings are based on.

We discuss how there has to be some deliberateness and action in our lives to get to the reality we want. You cannot just wish things to happen. You have to make them happen. We have to align our goals with our intentions. Every cation should be deliberate and should always take us towards our goals.

Key Points Discussed:

  • Our thoughts have a direct link to the reality we’re experiencing 1:02
  • We should be deliberate in our thinking 3:30
  • You have control over your thinking and being a more conscious human being 5:10
  • Growing and becoming a better person 4:34 
  • Being deliberate in our lives 7:40
  • Aligning our goals with our intentions 10:30
  • Every action you take should take you nearer to your goal 11:20

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released March 13, 2020

Episode Transcript…

Disclaimer:‌ ‌The‌ ‌Transcript‌ ‌Is‌ ‌Auto-Generated‌ ‌And‌ ‌May‌ ‌Contain‌ ‌Spelling‌ ‌And‌ ‌Grammar‌ ‌Errors‌ ‌

 

Intro  0:00  

When you find yourself in a place in, you’re like, well, how did I get here? Right? So if we pull back all the way in and get to the healthy question of, am I happy with what’s going on in my life right now? Am I happy with all the details and what’s happening? And if we’re not, it’s probably it’s almost definitely related to misalignment to how we’re living. And what’s most important to us.

 

Chris  0:31  

What’s up everyone, you are listening to yoga entrepreneur secrets, I am Chris Yax. 

 

John  0:35  

And I’m John Yax, 

 

We are part of a small group of yoga entrepreneurs who are committed to making a living doing what we love without feeling guilty about making money or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs.

 

Unknown Speaker  0:56  

We are the Yax brothers and welcome to yoga entrepreneur secrets.

 

Chris  1:02  

It’s designed to give you a sneak peek into why yoga was developed in the beginning, like the real true purpose of it, right? And I’m not against like, there’s this big like, divide in the yoga world, like it’s all about the body. And it’s not about the body. It’s about meditation. And we’re like, well, it is about the body, and it isn’t about the body. But if it’s only about the body, we miss this beautiful experience of literally what john said, transforming our reality and the way we approach our lives and what we believe is possible in our lives. And so, like, this information is designed literally, I know, it’s a big promise. But we’ve experienced over the years and teaching this in our teacher training, and like sprinkling it into the yoga classes that we teach at our studios, and it works and where it’s worked in our own lives. So we’re talking about principles, we’re talking about concepts, but one of the reasons Yoga is so powerful is that it’s not based on philosophy. It’s based on experience and we’ve experienced these principles in our own lives and made them work and we’re super excited to be offering them to you today. The most important thing is that we don’t want Chris and I when we got into, you know, our parents are big into spirituality and meditation and, and these concepts of the law of attraction. And what we noticed mostly from their friends is a lot of woo woo. I had a lot of these superficial ideas of like, you just have to put your intention on a piece of wood and throw it in a fire and the Smoke will go into the ether and the universe will manifest that exact, some crazy stuff. But this is a step but this is what we experienced growing up. And there was none of it grounded. None of it was practical. None of it seemed like it had any bearing in reality. So what we strive to do and what we’ve done for our entire life in the learning process is we look for frameworks that lead to success. We look for frameworks that lead to a specific result over and over and over and over again, if you apply the framework, you get the result. If you apply the framework, you get the result. This is what we want to teach not some woo fairy ideas of what could be, but what we’ve experienced the framework we have used to create the results. So this is huge, right? what it comes down to there’s a quote by Wayne Dyer, who says, You’re you create your thoughts, your thoughts, create your intentions, and your intentions create your reality. You create your thoughts, your thoughts, create your intentions, your intentions, create your reality. So the idea is that our thoughts have a direct link to the reality we’re experiencing. I just went big there. So I’m going to say it one more time, our thoughts have a direct link to the reality we’re experiencing. Now, here’s the key guys is that most of us are not deliberate in our thinking. Most of us, let our minds just run amok. Whatever is In our environment, that’s where our mind is whatever is not in our environment, but in the last intense experience we had, our mind is rarely present with what’s happening in front of us. And so if our thoughts create our reality, right, through our intention to create our reality, what kind of reality Are you experiencing? Right? So that’s the question, if you look around like, this is the reality I’m experiencing. It’s not where I want to be. It’s because if we draw it back to the beginning, it’s our thoughts are not where they should be. Right? We’re not focusing on the right things to create the right outcomes. In fact,

 

Unknown Speaker  4:34  

Most of the world believes that they don’t have control over their thinking. And if what follows from that is I don’t have control over what’s happening in my life. And this is where we want to step in and say, Wait, no, we’re trying to control the things in our life that we don’t have control over and we’re giving up control over the very things that we have control over which is dictating our reality. And that’s what this whole module is about how the law of attraction really works is really a framework, a system for understanding how like how do we create the life of our dreams, because what I know is true for all of us is that like in three months, in six months, we don’t want to be in the same place that we are right now. Like there I think it’s embedded in our DNA like it’s literally in like interwoven into the fabric of our being that we want to continually expand. We want to grow, we want to become better people, I want to be better. I want to be a better husband, I want to be a better father, I want to expand my ability to be a more like a conscious human being. And because I believe and we believe that this is the core of what we all are looking for like we want to make sure that we understand a framework to be able to achieve those dreams and be able to keep growing and expanding. Now when the law of attraction like first hit the world, it was through a book called The secret and the movie they made out of that book called The Secret And it like what it really did was it, it was cool because it spread this idea into our minds into our consciousness collectively. But it also gave us some really like false beliefs as to how we can create stuff. And we know this like personally because there was a period of time and it was right off the heels of seeing that movie. And I read like little snippets of the book, but it was like, the idea at that point was like, you can write down or just think about, like, I want to receive a $15,000, check in the mail,

 

Unknown Speaker  6:33  

and then just go about your day,

 

Unknown Speaker  6:35  

and all of a sudden, you’re going to receive a $15,000 check in the mail. And what happened is like, it created this idea that there was no effort involved. And the reality of how it really works like the law of attraction. The last word in attraction is action. So we need to take a more active role in it. So when we first like when the secret kind of dropped in on the scene, what we ended up doing I remember like one time Specifically, it was New Year’s Eve. And that was like our mo is we only set intentions on December 31 for the entire New Year, but we had this like, it was not grounded, it was kind of a little bit, we were like, Alright, we’re gonna write it down, like and, like 10 till the belt like the ball drops, like we’re going to have it finished. And then we have a fire going and right when the ball drops, and it’s the first second of the new year, we’re going to burn our intentions and allow the intention to go into the universe through the smoke that contains them. And I swear within like a month, I had no recollection of what

 

Unknown Speaker  7:39  

I wrote down on that thing.

 

Unknown Speaker  7:40  

I have no idea like, Did it come true? Did it not come true? Because this is a great place to create. It’s a horrible place to store and what we essentially did was, we’re like, we’re gonna write this down, we’re gonna burn it. Never look at it again. And hopefully, next year write down something similar because those probably didn’t happen. Those probably didn’t come true, right. It’s So, and that was actually a patent every year, I found myself writing down something very similar, if not the same intention every single year because I kept burning because I didn’t know how to make it a reality. It was the very first part. So you see that through what we’re gonna, we’re gonna describe is kind of an evolution in this process. But it was the first time where we realize that there needs to be some deliberateness in the creation of what I want my life. I’ll be very rudimentary, like writing on paper and burning it never reading it again. Chances of that unfolding were very low. But that was our start. Right? That was the start of it. Yeah. So we then like took it to the next level where we wrote it down, and we held on to it. Now, what will eventually teach is like, that’s a good first step, but it’s not the process you want to continue. Well, this was really fascinating. So the intention that we wrote down was what we wanted to create as a yoga studio, hothouse yoga. JOHN wrote them down separately. I wrote them down separately, we had separate intentions, which is another thing like if You’re creating something together, you should probably meld your minds and get like a common vision of what you want to create. But what was interesting is like we wrote them down, and then we put them in a drawer and just forgot about them. Right? And then but what was different now is that we wrote them down. And we had a clear vision of what it was we didn’t burn them. Like we could revisit them. We didn’t revisit them as often as we needed to, but like they were there, and they were a reference point. But so we did it occasionally. But then all of a sudden, like we got into like the build-out and we got into like the beginning and all of like the intensity if you’ve ever opened up your own studio, your own business, you have to if you’re an entrepreneur, like and you understand the day to day intensity of what it means to create and to like sustain and have a business that’s like trying to keep it thrive and kind of try to keep the doors open and all the effort that goes into it. So we got into the day to day tasks of just like building this thing. And like being in and doing everything from like teaching to advertising and marketing to behind the desk or front desk. We literally wear every single hat and so Because about a year into it hothouse is open, we finally were like out of the negative we finally got to a point where like we’re paying ourselves we weren’t losing money every month. And I think was Johnny found our like the intention some drawer and we read them and every single one had come to pass. But the question for us was like, like, I think we let too much to chance, right? And if we had gotten a better system of like reading them and then actually looking and reviewing them and then measuring our progress could have we achieved what we were looking to achieve sooner. Right could have there have been a quickening of this manifestation of the creation of what our dream was to own a yoga studio, right. So it was like better than like writing and burning them, but not to the level of like, how we can really work with this idea of law of attraction of how we want to create our lives and be able to do it in a way that’s one I don’t, I was gonna say effortless and I don’t believe in like the effortlessness. There’s not a struggle when you’re alone. To the vision, which we’ll get into, but there’s definitely effort involved in creating it feels effortless, but there’s momentum, there’s the action that’s required. So it’s not. So it’s not literally just not doing anything, which there are a lot of law of attraction teachings that that kind of hint at that, that you can set your intention, throw it out there and do nothing and have it happen. But there’s when what Chris said is powerful is that when you’re aligned to your intention, when you’re aligned to your goal, the goal becomes almost a magnet, it attracts the things that are necessary to fulfill that with motivation with movement with action that we take on our part, right? So we, when you pray, move your feet right so when you’re moving towards the direction of your goal, you’re actually there’s a process of development there’s a process of creations or process of manifestation that’s happening in the actions that you’re taking. So those the, which, you know, makes sense the actions that you take in your way to achieving a goal are aligned with your goal, right whereas if If I have a goal and I, and I don’t look at it regularly, my actions that I take are more random to what’s going on in life, what’s going on to the circumstances in my environment around me, as opposed to be being so aligned with a goal that every action, almost every action that I take is moving me in that direction, if that makes sense.

 

Chris  12:19  

Yeah. So the next level for us was like, for me, personally, was when I was done dating, I was like, I am finished, I want to find the woman of my dreams. And so I got really clear, and I wrote down what do I wanted to look like physically? How do I want her to be mentally, emotionally, spiritually, and those are the four categories. And I got really clear, and I wrote down super detail. This is the type of person that I’m looking forward to coming into my life. And then every morning when I would meditate, I would review exactly what I wrote down. And then in my meditation, I spent a portion at the end of what we call visualizing and we’ll get into this whole process later of what it would be like what it would feel like if she were already in my life. like to try to experience like just a day in the life of us being together. And the power of that was like, it’s remarkable because and we’ll talk about it, there’s a quickening when you know how you want to feel. And then you deliberately create that feeling. You’re starting to magnetize yourself to attract whatever that is into your life. And it happened like that the quickening of it was just remarkable like literally floored me when we met when I asked her out, and like, there was still it was funny because like, I asked her out, but then she was moving out of town. And so we had a long-distance relationship for four months, then she moved back into town and we moved in together and the rest is history. We have two girls who have a beautiful life together and it’s awesome but we I use what we’re about to teach you this law of attraction, this idea but the grounded level of it right, not this airy-fairy write something down and hope it happens. But like, oh, get clear, and then start moving your feet, taking steps to get there. And we’ve just experienced it. JOHN can tell you three, four or five stories about what he’s created in his life using this same process. My wife, the house, We’re living in the work that we have the other businesses that we’re creating it again and again and again and again. Now the question is for a lot of us is, when you find yourself in a place in your vehicle, how did I get here? Right? So if we pull back all the way in and get to the healthy question, you know, am I happy with what’s going on in my life right now? Am I happy with all the details and what’s happening? And if we’re not, it’s probably it’s almost definitely related to misalignment to how we’re living. And what’s most important to us, right? Are the ideas of what is it that I love so much? What’s most valuable to me? And then how am I actually living my life?

 

Outro  14:50  

Yes, thanks so much for listening to yoga entrepreneur secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast?If you want your questions answered, all you need to do is head over to Apple podcasts and do three simple things one rate and review telling us what you think of the podcast to in that review, ask anything you want related to yoga, and three if you want a shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered, live raw and uncut. Join us next time on yoga entrepreneur secrets podcast. Thanks

 

4
Mar

37: Don’t Make This $5000 Mistake: What We Learned (The Hard Way) About Paid Ads And The Customer Awareness Journey

Customer awareness journey

What Is This Episode About…

In this episode, Chris will talk about the importance of understanding where potential customers are on their customer awareness journey. Him and John learned that the hard way when they put out Facebook ads for a teacher training and a retreat, both separate events, that they were organizing and needed to fill up. They hired a hugely successful Facebook ads agency to handle the ads for them, but the results for both events were surprisingly different. And that was all because of customer awareness levels.

The customer awareness journey starts with someone being unaware that they have a problem, and that there is a solution to it. They then progressively become aware of their problem and start discovering that there is a solution to it. It’s at that point that a person can then start looking for a solution, and such a person is always ready to purchase the solution wherever they can find it. 

Going back to the events that John and Chris had put out Facebook ads on, they were targeting people locally. And for the teacher training, people already knew them for offering that and trusted them in that regard. That was reflected in the success of the ads because they got quite a good number of people signing up for the training. But for the retreat, they were not so well known for it, and it reflected in the not so good number of sign-ups. That’s how customer awareness played into the kind of results that came from the ads for each event. Because the potential customers for the teacher training were at a higher level of awareness about what John and Chris had to offer, the number of people who signed up for the training was high, while the results for the retreat were the opposite. Stay tuned to learn more about how you can apply John and Chris’s lessons on the subject into your own yoga business, so you can always get the highest return out of your advertising dollars. 

Key Points Discussed:

  • Breaking down the customer awareness journey (02:40)
  • How people move towards problem awareness and solution awareness (04:06)
  • Getting a 600% return on investment for using Facebook paid ads targeted at customers at a higher level of awareness (07:43)
  • The importance of understanding where people are on the customer journey (12:50)
  • Spending $5,000 on ads and getting zero leads from it (15:32)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released March 4, 2020

Episode Transcript…

Disclaimer:‌ ‌The‌ ‌Transcript‌ ‌Is‌ ‌Auto-Generated‌ ‌And‌ ‌May‌ ‌Contain‌ ‌Spelling‌ ‌And‌ ‌Grammar‌ ‌Errors‌ ‌

 

(00:00):

We spent about $4,000 on ads, and I don’t think we got one person from those ads. And so, this is the lesson. You have to understand, one, what the program is and who it’s for, and then what the message is, and the result that they’re going to get from that experience. And two, you have to understand, at what level are they on the customer journey?

 

(00:29):

What’s up, everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics, so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.

 

(01:00):

Alright. So if you listen to that you’re like, “I don’t understand what he just said.” I’ll unpack all of it. So, the story goes, John and I… at the end of last year, really, we actually started in August. We had two things going on that were super important for us to fill up. And that was, a teacher training, and actually, in two days we have the second weekend of the teacher training that we’re doing, and we’re super excited. It’s like where we’ve… like, that’s… like, I just love it. The environment, the people, everything we do and talk about. It’s like, take the gloves off man, let’s talk real… let’s… let’s really talk about what yoga is. That’s what that teacher training is about. It’s so good. But we also had a retreat, and that retreat is coming up in two weeks. Actually, we leave next Sunday as the… as you’re listening to this. Oh, I’m probably already there.

 

(01:51):

I’m actually right now probably surfing, and getting barreled in a wave. Or, teaching yoga, or eating some awesome food. Either way, you should be envious, and you should be there, but maybe next time. No. So the whole idea was that we had two very important events that we needed to fill up. And so, you know, we’ve been in business for 15 years. And, we have a big email list and we email pretty regularly. It’s… you know, we’re actually… we kind of like start and stop depending… it just… we haven’t been super consistent with it. It’s one of the things that is definitely on the list to shore up. But, so, we initially… we had both of them, and we’re like, “You know what, let’s start throwing some fuel on this fire, and like, work with a company to do paid ads, and let’s specifically target Facebook ads.” And, let me hold on that.

 

(02:40):

So, we started paying a lot of money, for one, to work with this organization, this group, who are awesome, awesome people, and do just… like they’re ninjas at what they do. But, we also paid a lot of money in the ads to get our message out there, to get people into our training. And so, what I will say though, before I tell you the results of the paid ads, and what worked, and what didn’t work, is that there’s this thing called the customer awareness journey. I think it’s a journey. I’m going to call it a journey. And if you look at it, basically it was by this, it was developed by this guy named Eugene Schwartz. The book that describes it… it’s like $1,000. It’s crazy. Oh, here’s a marketer, so I guess he understands the value of his book, and then prices it accordingly.

 

(03:20):

Um, but the customer awareness path or journey, it goes from like someone who’s completely unaware and what they mean is that they’re unaware that they even have a problem. They don’t know that there’s a problem, that they have a problem. They don’t understand that there’s a solution. And think about it this way. It’s like the person is like, as I get older I should feel worse and my body should feel aches and pains to try to tell them that, Hey, you know you, there’s this thing called yoga that gets you out of aches and pains or like, um, I’m sorry, I don’t understand what you’re talking about. I as you get older, this is what is naturally going to happen. My stepdad growing up, I remember when he was 51 I asked him, so how does it feel to be 51 and he looked at me and he said, you know, I have more years behind me than I do ahead of me.

 

(04:06):

Right? That is a hardened belief system. He doesn’t recognize that there is a solution out of the problem of aging and that yoga could potentially help. So you go from like totally unaware. I don’t know. I have a problem. I don’t even know because I don’t have a problem. I’m not even looking for a solution to someone who goes up and be like, you know what? Yeah, this aging thing’s a problem. Oh, well. And like so they’re a little bit closer because now that they know that there’s a problem, they may or may not be looking for a solution to their problem. And so you go to the next level and you’re like, Oh, now someone is a problem and solution aware. So it goes unaware, problem aware, solution aware. So now they’re like, okay, I’m aging, I have aches and pains. That’s the problem. And I know there’s a solution and I got to start looking for it.

 

(04:53):

And they don’t know what the solution is, but they know there is a solution out there. Take it up one more level. And now you have someone who is a problem, who is problem aware, is solution aware and now is ready for an offer. They’re like, listen there. And most likely those people, they have actually purchased things already to fulfill and relieve the problem that they have. Right? So when you look at each level of this customer journey of the awareness that they have when you’re with somebody who is completely unaware, I mean they don’t know there’s a problem. They don’t those, which means they don’t even, they’re not looking for a solution. They don’t even know there’s a solution. The amount of education that is required to change the belief system of like, Hey, you know, like you getting older, like your body doesn’t have to deteriorate like it is.

 

(05:47):

That’s actually a problem that can be solved, but you have to educate them and the amount of time it takes to educate them means it takes a lot of money and it takes a lot of time. Or they have to be, you’re like, well, if they’re your family member, then it’s going to take a lot of time anyway. But you know, like if, listen, if you are a yoga teacher, yoga studio owner, your loved ones and the people that are closest to you, right? They are the hardest people to get in that yoga studio right now. They, because most likely there isn’t, like, I’m not problem aware. I don’t even know what you’re talking about. Yoga. I don’t need it once yogurt anyway. Um, or they’re just like, you know, it’s the people that are closest to us that we don’t take advice from. We don’t listen at all.

 

(06:28):

We’ve got a great story about that, but I’ll hold off on it. As you go up now the pro someone’s problem aware and you’re like, Oh Hey, you know that problem you have. Like there’s a solution but still to get to your solution and your offer in the belief that what you provide as a yoga teacher, he has a yoga studio owner is the solution for them. It still takes a lot of time and money because of education. Bridge is so big. You go up one more, now they’re solution aware and like, so then another problem, then there’s a solution. All of a sudden it just takes like, Oh yeah, you know, like the problem you have like yeah, of course. I know. Like I’ve been trying to figure out how to solve it and like, yeah, you even tried it sometimes. Yeah, I’ve done like this, I’ve done that.

 

(07:05):

I’ve tried like CrossFit, I’ve done gone to the gym and like I just feel, I just don’t, that’s not working. I still feel tight and sore and I just don’t feel good. Like, Oh yeah, have you tried yoga? No, but I’m thinking about it. Oh well we have this offer. Come check it out. All of a sudden, literally in a conversation you can compel someone to come in and try yourself, do your thing. And so this is the I, the understanding is super important and it was so well received. Like I, so I understood that conceptually I understood like there’s this customer awareness journey and people have to go from unaware to problem aware, to solution aware, to like, uh, to ready to buy, right? They just need an offer. Just throw it at ’em and they’ll say yes to it because they’ve gone through the journey.

 

(07:43):

And so what is so important is that in that process, what’s also happening is that people are getting to know you, they’re getting to like you and they’re getting to trust you. So let me come back to paid ads. So here we have this teacher training and here we had this retreat and we sold, I think we had, um, I’ll go with the teacher training first. We had when we announced like, Hey, we’re doing this teacher training almost immediately within a week we had five people sign up for, and that was just us like doing Facebook lives and like organic, not putting any money behind it. Facebook lives and throwing out emails, doing email sequences, making announcements in classes. Hey, we’re doing this and got that. And uh, and like this is coming up and it’s starting. And just by that, just like super organic throwing messages out here and messages out there were like, Hey, five people signed up.

 

(08:31):

Awesome. When we did the same thing for the retreat, uh, it was similar results. We had like three people sign up for it. Like immediately. Now understand too, there is price sensitivity, but if you look at these two programs, the teacher training, and the retreat, they’re almost on par right there. Roughly between, depending on when you signed up between a 3,640 500 roughly. Right. Rough. I’m trying to lump them together. And so I’m trying to like average it out. And roughly that’s about the amount. So as far as the buying decision in terms of price, it’s basically the same. So what we ended up doing was we were like, you know what? Like I want to continue to throw the messages out organically, but I want to throw some fuel on the fire. This is what John and I were talking about. And we’re like, all right, let’s get some paint ads going.

 

(09:16):

So we found a Facebook agency and we’re like, listen, this is what we want to do. Here’s all the assets and we put these funnels together and did all this stuff. And uh, the teacher training, we started targeting a local audience, a local audience around the areas that we have spread our message that either we’d have affiliate studios or our own studios, or we’ve done workshops, but basically it was in this very kind of condensed but regional area where people already, right? So remember the customer awareness journey. They already knew of us, they liked us, they trusted us. And most of them have already experienced on some level what we offer, whether it’s in a class or a workshop or some prior training. And so within, I guess it was from August, we really in earnest started, cause we had to get assets together in October and we had gotten to ours, like we wanted 40, we ended up with 36, 36.

 

(10:13):

Yes. Crazy successful. I think we spent, uh, in the ballpark of about $6,000 on ads, but we had from the five initial, we had 31 more people sign up for the teacher training as a return on investment. Huge. Like we were close to like 600% return on investment. It was crazy. Super, super crazy. Awesome. Right? But remember, we were directing a very specific message with a very specific result to people who are at the higher end of the customer awareness journey. Now the retreat on the other hand, here it is the result of the retreat that people are looking for. It’s more of kind of like, I mean and we, we’ve, we’re, we’re combating this idea that a retreat is kind of a frivolous thing. Like it’s kind of needed, not really needed. What am I going to get? You’re not going to like at the end of the teacher training you’re like, I get to teach, right?

 

(11:11):

Result V I get to deepen my practice and share it with others. That is like super, super concrete. At the end of a teacher training, at the end of a retreat it’s like, okay, I’m going home now. I feel good, but we like what we do is way different and that’s why the people that signed up initially, they had been on a retreat before with us and they were like, Oh my God, I’m in whatever it costs, I’m down, let’s do it. But people who didn’t know it, one, the, the result in their minds was very vague. It’s kind of like they think of it like just as a vacation and like the price is still awesome, but the, the amount of education that was required to get those, the, the, the people that didn’t really know us yet to say yes to it was much bigger and therefore much more expensive.

 

(12:02):

The other thing we did wrong was, so all of a sudden we’re still targeting local people, but the run the reasons why it didn’t work as well with local people because what I just said, the result wasn’t codafide forum. And you know, I don’t know if people are struggling, the economy seems to be doing good, but personally, people still are kind of like, they feel like they’re teetering a little bit, they’re like they’re secure but not like totally secure. Or maybe it’s just fear from 2008 that’s like still in the back of their minds. But so here’s the other thing, we also then shifted, we’re like, listen, it’s a retreat so it doesn’t have to be local. Let’s try pushing messages out nationally. So we’re like getting applications from people in California and Idaho and like all over the country. And what happened is that we spent about $4,000 on ads and I don’t think we got one person from those ads.

 

(12:50):

And so this is the lesson you have to understand one, what the program is and who it’s for and then what the message is and the result that they’re going to get from that experience. And two, you have to understand at what level are they on the customer journey. Are they aware of you? Do they know you? People in California had zero idea who John and Chris Yax were, who, what Yax Yoga concepts is right? And they like the message was compelling enough and like enticing enough for them to fill out an application. Say I’m kind of interested, but the moment we got on the phone with them, they’re like, ah, no, I’m not really interested because they didn’t have any frame of reference as to how we teach and what we do. And it’s so important because it can save you a lot of time and a lot of money by not throwing messages out and paying for your message to be sent to people who are at the lower end of the awareness journey where they just don’t know who you are and, and if the, it’s one thing, if they don’t know who you are and you’re like, Hey, here’s a $7 free plus shipping book, you know like I’ll pay for the sh you pay for the shipping.

 

(13:54):

I’ll give you a free book. Like people who don’t know you because like the price is so low. They’ll take the risks, they’ll spend and waste potentially $7 just to kind of figure out who you are when the price is like $3,500 $4,000 people are way less willing to spend that amount of money on someone who they do not know, like, or trust. They have no relationship with you. And so this is so important because it like, I’ll call it a mistake on the retreat side, but it wasn’t a mistake. It was like nothing’s a mistake. You’re always getting as a result, the question is, is it the result that you wanted or not? And if it isn’t, guess what? Learn from it so that you don’t make the same mistake to get the same result later on in life and at the end that like what advertising really is.

 

(14:37):

You’re just paying for information and marketing. You’re paying for information, you’re throwing messages out and you’re saying, did anyone respond to that? No. Okay, well let me try something else. Throwing that message up. Anyone’s bound to that. Nope. So it looks like a lot of failure, but what it is is a lot of gathering of information. That’s what’s really important. Understanding where people are on the customer journey and what they’d be willing and not willing to pay for as far as the price point is concerned. We’ll help you understand how to position yourself, who to market to, and then what the result is of the program that you’re creating to get more conversions to get more people in your programs, whether it’s your studio, whether it’s a workshop, whether it’s a tree, whether it’s a teacher training, understanding what they’re looking for, where they are in terms of like of the journey and how much they know you already will allow you to really become more effective and efficient with your marketing dollars with your ad spend.

 

(15:32):

Yeah, man, it was tough though. I’ll tell you what, like man, spending that money and we’re spending money on the agency itself plus paid ads on top of it and like when we went bust with, it was probably $5,000 that we spent. It hurts. I’m not going to lie. It’s not fun. It’s no good, but it’s, it is good if I just reframe it and be like, listen, you know what? That was good money spent for good information and we know now we’re way better for it to be able to be more successful in our efforts in the future. So I really hope that helps. If you’re never like done any paid ads, you can start small and like just do like a video or do a live and just put like $2 behind it or you’re doing this, do a dollar behind it for seven days, spend $7 and just see the reach that you get what and Facebook is now a pay to play, right?

 

(16:21):

If you’re not paying for your ads, people are not seeing them. Even if it’s on your personal stuff, even it’s in a Facebook group like you, like more so on your personal and on your Facebook group. But if you’re like have a business page and you want people to see your stuff, you got to put money behind it. But what I’m saying is put money behind it effectively and efficiently by understanding what it is you want them to do, where they are on their journey so that the message can match the market. The person who that you want to help in your business. I hope that helps. Thank you so much and as always, always do the work, whatever work that is so that your message can get out there onto the struggle because you will fail, but it’s not a failure. It’s just good information so that you can learn and move on and be better for it and make the world a better place to live because God knows we need it.

 

(17:10):

Thank you. Bye. Peace. Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.

26
Feb

36: Remember Your Why: How To Overcome Uncertainty And Overwhelm

How it keeps an entrepreneur moving forward

What Is This Episode About…

In this episode, Chris will talk about the importance of the “Why” in business and how it keeps an entrepreneur moving forward. He will demonstrate the power of the why by sharing the story of how John introduced him to martial arts, and how martial arts eventually led them into yoga. Before Chris got into martial arts, John would try to convince him to join him for training (John was practicing martial arts for two years before Chris joined), but Chris wasn’t into it until one day when he was at a party and a fight broke out. Someone in the crowd sucker-punched him in the jaw and dared him to fight back, but Chris just stood there with tears in his eyes and walked away. He went home from that party feeling so demoralized and humiliated, and that was the point where he decided to go into martial arts.

John and Chris eventually started teaching martial arts, but their core goal (their why) was not to create fighters, but rather to create empowered, confident human beings who could feel better in their bodies, hearts, and minds. They stayed true to that goal all through their martial arts teaching, but at some point, they became physically overwhelmed because they were always all beat up and bruised. That’s when they discovered yoga and saw how helpful it was in healing themselves. Better yet, they realized how powerful yoga would be if they taught it to others, mainly because it would enable them to stick to their original goal of empowering others. 

From there, the rest, as they say, was history. They have been teaching yoga for over 17 years, and they still keep to their why. That “Why” is what keeps them focused on helping people and growing their business no matter what challenges they go through as yoga entrepreneurs. Chris will dive deeper into that to teach us more about the value of having that why, so we can be motivated to apply it in our own yoga businesses. Enjoy!

Key Points Discussed:

  • The beginning of what eventually led Chris to yoga (01:28)
  • Creating empowered, confident human beings who felt better in their bodies, hearts and minds (04:47)
  • The importance of the Why (06:28)
  • Starting a daily practice of remembering your bigger why in life (11:38)
  • The power of doing the work you don’t want to do (15:46)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released February 26, 2020

Episode Transcript…

Disclaimer:‌ ‌The‌ ‌Transcript‌ ‌Is‌ ‌Auto-Generated‌ ‌And‌ ‌May‌ ‌Contain‌ ‌Spelling‌ ‌And‌ ‌Grammar‌ ‌Errors‌ ‌

00:00):

When we were teaching martial arts, we weren’t really teaching people how to fight. It was to create empowered, confident human beings, who felt better in their bodies, in their hearts, and in their minds, because of what the training of martial arts gave them. We are very realistic. We went hard. We wanted to hit hard. We wanted to train hard. We wanted… the adage was, “You fight like you train”, so you want to train like it’s real. And so, we were beaten up all the time. That’s why we found yoga because we needed to heal.

 

(00:26):

What’s up, everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics, so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.

 

(01:01):

Yes. Super excited about this one. Again… again, again. I think the last two times I’ve been solo. John is actually en route today as this is being recorded back from Mexico to the United States. And, on this day it’s going to snow. So, we’ll see how it goes for him. Best of luck. Safe travels, my brother. But today, as the intro described, I want to talk about your why. It’s funny in… Shoot, when was it?

 

(01:28):

Twooooo… 1998, I started practicing martial arts. The “first art” that I practiced was called… was actually… the studio academy was called Empty Hands, which I believe is the… the English translation of karate. Well, the head instructor was actually like a second-degree black belt in TaeKwonDo, and, I got into it at the request, slight coercion and strong hand of John. That’s interesting. So the funny story is that he got into martial arts about two years before I did. And, during that time, it was probably weekly. I remember it being more frequent than that. He would be like, “Hey man. You want to come train with me today?” And I’m like, “No.” Just not interested. And… and then at some point, he got a little frustrated. He was like, “Well, what are you going to do if you get in a fight?”

 

(02:18):

And I was like, “I don’t know. Punch them in the face. That’s my only recourse right now.” And I was just as like, totally not interested. Well, I was at a party not soon thereafter. Not… And… So, we were all drinking and doing what you do in high school on a weekend during a party. And, some people that weren’t kind of a part of our group came in, and like a fight broke out. And I was always the one like, I’m not into fighting, especially not then. I didn’t want to train martial arts, but I was kind of on the fringe of the fight, and without seeing it, a guy came up and sucker-punched me right in the jaw. Like, just clipped me. And then stood there, and I froze. I had no response. I didn’t like, you know, they say like you either faint, you fight, or you run.

 

(03:09):

I didn’t have any of it. What… like, isn’t there like a freeze? Maybe that is a fourth one. Freeze. Freeze, faint, fight, or flight. Anyway, I just sat there and looked like, looked at him, like tears starting to pour down my face, and he was like, “What are you going to do?” And I literally said nothing. And I left. I went home and I was like demoralized, embarrassed like my soul was crushed by that experience. Well, come next day, I talked to John, I was like, “Dude, I’m ready. Let’s do this.” That was the beginning of what eventually led me to yoga. And so, if you look back at it. This is like, it could be a whole other topic for another podcast. I should thank that dude. I have his face vividly in my mind, but I don’t remember his name, for punching me in the face, because I am here today talking to you because this dude punched me in the face.

 

(04:03):

Right? How crazy is that? I need to thank him for demoralizing me and, and like giving me the motivation being the impetus for me to jump into martial arts because it’s because of martial arts that I got into yoga and now this is where I’m connecting to your why. Because when we were teaching martial arts, right? So we did this empty hand stuff. We found G condo concepts. We eventually transitioned during Chico concepts into Brazilian jujitsu. And like right now what stuck with us is Brazilian jujitsu. I love it. I do it every week and I’m just like on fire with it. I absolutely love it. But when we were teaching martial arts, we weren’t really teaching people how to fight. Yes, that was the vehicle, right? The vehicle meaning like what weeds jumped into to get to a destination, but the destination we were going wasn’t to create fighters.

 

(04:47):

It was to create empowered, confident human beings who felt better in their bodies, in their hearts and in their minds because of what the training of martial arts gave them. Now we are very realistic. We want hard, we wanted to hit hard. We wanted to train hard. We wanted, the adage was you fight like you train so you want to train like it’s real. And so we were beaten up all the time, right? If you’ve listened to the podcast, you’ve probably heard us talk about martial arts and how brutal it was for us. That’s why we found yoga because we needed to heal. But the why of martial arts was still in the back of our brains, right? It still was like the driving force of everything we did in our lives when we found yoga and we realized, Oh my God, this is the rocket ship.

 

(05:30):

Like martial arts is great, but it takes time and dedication and a willingness to get punched in the face to achieve the level of like self impersonal development that yoga can do in short order and in a much more efficient and effective way. So when we found yoga and we like, it healed us physically, it helped us tap in for help me tap into something like psychologically and emotionally that I’d never experienced before. I was all in. And so I say all that because here we are, you know, 20 years later, almost 20 years later since I, uh, about 17 years later since I started teaching yoga, the yoga studio, hot house yoga has been open since 2005. So we’re in our 15th year, it’ll be 15 years. I’m starting on June 22nd of 2020. And it’s fascinating. And I, you know, if you asked me back then when we started hot house yoga, like what would it look like today?

 

(06:28):

There was no way I could have, I could ever be able to articulate what it looks like today. But what I will say is that this is why the why is so important. There had been so many trials and tribulations. There have been so many struggles and like sleepless nights and like, and even like, like in the past week, like John’s been gone and like, so you know, more of the burden falls on my shoulders. He’s still, he’s on vacation, but he still doing work. Like as a business owner, if you’re an entrepreneur, you know, even on vacation, you’re not really on vacation. When you take a day off, you’re literally not taking a day off unless everything is shut down. You close the studios and you are just like, I’m locking my doors, I’m shutting off my phone. And I am like checking out. That is the only way as an entrepreneur, as a business owner that you actually getting a legitimate day off.

 

(07:17):

So I’m not like dogging him like he’s doing work, he’s getting stuff done while he’s there, but there’s still like proximity is power. And because I’m proximal to where we are, I like more of the power rests on my shoulders to make decisions and do stuff. So this past two weeks has just been crazy. Like we’re building these new funnels and like I’m the funnel builder right now and I’m creating all these email sequences and I’m doing stuff that I didn’t start practicing yoga and teaching yoga to do. Right? And it can be a Drudge sometimes, right? But this is what’s so important. Like, again, I, I’ve been behind my laptop on a computer every single day for most of the day. And like, I’ll be honest with you, my practice has suffered because of it, but this, so this is what’s so important. I know why I’m doing it.

 

(08:05):

I know, but like when I’m building these funnels, yes, I can get like frustrated and I can get like a little like peeved and a little stressed and all this stuff that comes along with like, like I taught yesterday in, uh, in Norfolk and it was like so fulfilling for the soul. It’s what I want to do. It’s what I love to do. It’s why I do it. But what I realized and what kind of came to me, which is why I want to do a podcast about this is what happened the other day when I was building the funnels and we started this fountain of youth challenge. Um, it’s one of the things we’re tweaking. Uh, but there’s the second fountain of youth challenge. So we did one, it went really well. We did chew, it went well, but not as good as far as like the number of people who signed up for it.

 

(08:48):

And so we looked at, we paused it, we analyzed it. I’ll do a whole podcast about like the whole mechanics of what we created, what were the good things about it, what were the bad things about it, what needed to be tweaked. And right now that’s what’s been so crazy is that I’m in the process of tweaking the funnels, tweaking the emails, tweaking the whole program, and then we’re launching it again, uh, at the time of this being recorded in about four days. Um, so one of the, um, one of the elements of the fountain of youth challenge was these group coaching calls. Well, there were five people who signed up for the second one. And so yesterday I did the group coaching call and there was only one woman who showed up to it. And so I’m literally just having a one on one conversation.

 

(09:25):

And so I’d talked about what I wanted to talk about. I talked about the history of yoga and I talked about what it was back in the day and what it is today and how we got from there to here and like the two camps of like, Oh like yoga is about the pose. Yoga is not about the poses and like, wait, wait, wait. We’re both right. Like let’s stop fighting each other about that. Um, and I just articulated what it was about and that we’re multidimensional beings and that’s why both are right. Like we’re, yes, we’re physical. We need to take care of the physical body. Yes, we’re psychological beings and what we think creates our focus and our focus creates our feelings. So that’s, there it is psychological and emotional and I just kind of like, I was weaving all of these different ideas in and just kind of doing a coaching call.

 

(10:03):

And I was like, so any questions, any thoughts? And it was awesome. She was like, you know, I took your course back in the day. This is before all the, like the digital like membership site. And before Facebook was even a thing, cause we had this, what we call the brand new beginners course and she was like, and I even have, I still have the pamphlet that you guys gave out right when we had like we had taken pictures of all the poses and we basically, it was a very similar, it was like a fountain of new challenge light, what we call the branded beginner’s course. And she was like, even then it was great, but what you guys are doing now, it’s like it’s next level. It’s worth every single penny. And what like the calls that you guys do that help us understand like the methodology and why we do what we do physically and like the one today where we talk about more of like the philosophy and what’s really going on in the practice.

 

(10:48):

It’s so valuable to me because it helps me articulate, it helps me understand some of the experiences I’m having in class. And she said, you know, I just had a moment, a class a couple of days ago where I felt the presence of a loved one who had passed. And I’m like speechless. And she’s like, I can’t tell you the value of that. Like what that, like it happened abruptly and I lost him. And to feel his presence, like with me as I was lying in Shavasana at the end, she’s like, I don’t remember what the teacher said, but whatever it was like, it connected me to that presence and I felt like he was there with me. And so I just want to say thank you cause I don’t even know, I don’t know what happened. But it sounds like what you’ve just talked about is what is it, what it’s like alluding to the potential of what happened and why it happened that way.

 

(11:38):

And what it did for me is it was like, Oh, Oh, that’s why you’re behind your computer. That’s why you’re building the funnels. That’s why you’re creating these email sequences. That’s why you’re doing all of the things that in the beginning you’d never wanted to do because you know the value of what you’re, it’s not even the fact. You don’t even know. It’s, you know, I know why I’m doing it and I, and I’m always, I’m always connected. I always like I have a daily practice of remembering my bigger why in life. Uh, whether it’s for me personally, whether it’s me in a relationship for me professionally, but sometimes you get lost in the doing of the business and it’s necessary. Like I, I, I’ve learned all of those skill sets because I know it’s the next level for us, not for money but for impact and do, create a value and experience for people that like literally changes their lives.

 

(12:35):

And so there’s a saying that when you know your why, how becomes clarified. When you know why you do what you do, how you do what you do, it’s easier because you’re not like doing stuff for the sake of doing, you’re doing stuff for the sake of this bigger picture, this bigger why. And that was the gift that she actually gave me during that coaching call is that she helped me connect with why I was spending hours like at night in the morning during the day building funnels and writing emails and shooting videos and doing all the things that I honestly would rather not be doing. Because where my heart really sings is inside the yoga studio. But also it’s me removing myself and allowing other people to impact those people’s lives so that I can help take the business and the impact and the reach and the, the ability of our organization and of our mission to reach more people.

 

(13:40):

And at that point I’ll do whatever it takes period. And I’m not worried about like what’s going to happen tomorrow. I’m not worried about what I need to do or not need to do. I don’t worry about if I have to shoot a video, I don’t care if I got to get and like call technical support or call mind body and wait on the phone for an hour. Because I remember in those moments the people that are being affected by my actions. And that’s why we taught martial arts was to help empower people to live their best lives. That’s why we pivot into yoga because we like, you know, this is a better vehicle to reach more people, to make a bigger impact in people’s lives. To help people wake up to the truth of who they are, to help them feel better in their bodies, to clear the minds, remember what’s important in life.

 

(14:18):

And with that in mind, I don’t care what it takes, I’m going to learn whatever it needs to be learned. I’m going to do whatever needs to be done to be able to impact people’s lives. Cause that’s my mission in life. And so my question is, if you’re listening to this, and it doesn’t have to be for yoga specifically, I mean if you’re listening to this, most likely you’re an entrepreneur in yoga and you teach. And I guarantee if you’re a teacher and you’ve been doing it a long time, you’re probably had moments where you’ve been burned out. And what I would call you to do is to have a daily practice of remembering why you chose, do it in the first place. Remember what it was like in the beginning. Remember when you found yoga before you even became a teacher and what it did for you, and then look at your students and remember that the potential that you’re giving them is the very same thing that you were offered by a teacher and that you’re paying it forward.

 

(15:05):

And what it does is in the times where you feel down, where you feel like you’re just barely showing up, when you’re tired, you didn’t get enough sleep, you didn’t have enough kombucha and it didn’t juice enough, a wheatgrass and be like, your energy is low. That whatever you can deliver in that class on that day is what those people need and whatever needs to be done on the back end of it to get your message out there and to reach more people, learn it and do it for the people that you haven’t yet met. And I’ll end with this story. John and I, uh, we were, uh, went to a Brendon Burchard. Um, it was called experts Academy out in California. This is two or three years ago. I can’t remember. And uh, he had everyone or just about a thousand people there, he had everyone raise their hand.

 

(15:46):

He said, now everyone will or your hands out, everyone raise your hand who didn’t know of me and the last like didn’t know who I was last year. And 70% of the people raise their hands. 70% of the people who were there at that, uh, at that conference had no idea who Brendan Burchard was a year ago. What that tells me is that that is a man who’s been doing this for like close to 20 years now, online marketing, online, personal development. He is putting himself out there and doing the work behind the scenes to reach the people to help them in their lives. That’s the power of doing the work that you don’t want to do. I’ve learning how to market yourself, learning how to be better on social media, learning how to find a platform where you can share your message and help people and connect with people over and over and over and just continue to beat the drum even when you’re so effing tired of beating the drum to remember why you chose to be a teacher in the first place, why you chose to open up a yoga studio in the first place so that when you’re in the freakin trenches, you don’t lose hope and you don’t lose your vigilance and you don’t lose the motivation to take that next step forward because there are people who don’t know you yet.

 

(17:06):

That’s my point. Who don’t know of you yet, who haven’t heard of you yet, who need your message and you being willing to do the work that needs to be done is so important, not for you but for them. Remember your why and you’ll be willing to do whatever it takes to get the work done, to share the message, to impact people in the way that you know you were born to do. Thank you so much for listening to yoga entrepreneurs secrets. Have a blessed day, and as always, do the work, honor the struggle and make the world a better place to live. Peace.

 

(17:43):

Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.

19
Feb

35: “Commercializing” Yoga Is A Good Thing

"Commercializing" Yoga Is A Good Thing

What Is This Episode About…

In this episode, Chris will combat the false belief that “commercializing” yoga is a bad thing and outline why it’s actually a good thing. From his interactions on different online communities based in the yoga space, he has been noticing a growing sentiment that the commercialization of yoga is destroying the spiritual practice of it. While yoga is very much tied to spirituality, Chris feels that its commercialization is actually more of a solution than a problem, because when it’s done right, those with the gift of teaching it can impart that gift onto others and help people achieve the best version of themselves.

The fact that a yogi has a yoga studio (in whatever form) and they are always spreading the word of its existence, so they can attract potential students, means that they are in a way commercializing yoga. Supporting the art of yoga actively through marketing and advertising is a beautiful thing because it’s the only way of getting the message out to the masses, and so yogis demonizing the art is not only Ludacris but also a self-betrayal of sorts since they are a part of it.

Whatever form or fashion of marketing one uses in promoting their yoga studio is the only way they can be successful in truly impacting people in a positive way, and so Chris encourages every yogi to own their role, spread the good of yoga, and be a voice for what they believe in. If you’re an existing or aspiring yoga entrepreneur, this message is for you.

Key Points Discussed:

  • The spiritual experience of recognizing your true self and realizing that you are not separate from source (01:01)
  • Demonizing the commercialization is the problem (02:56)
  • Don’t demonize the process by which you’re helping people (03:48)
  • Promoting what you love is not wrong (07:48)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released February 19, 2020

Episode Transcript…

Disclaimer:‌ ‌The‌ ‌Transcript‌ ‌Is‌ ‌Auto-Generated‌ ‌And‌ ‌May‌ ‌Contain‌ ‌Spelling‌ ‌And‌ ‌Grammar‌ ‌Errors‌ ‌

 

(00:00):

Don’t demonize the process by which you’re helping people. Marketing is… it’s just like finding a right message and creating a right offer, and then delivering that to the people, your who, your avatar, your ideal customer, the ideal student, that you want to work with, to attract them into your orbit, so that you can help them. There is nothing evil about that.

 

(00:30):

What’s up, everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics, so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.

 

(01:01):

Alright. So this is probably gonna be a short one today. This is Chris again rolling solo. John is still in Mexico. I believe at the time of this dropping out. Yeah, I’m pretty sure. So, I’m a part of like different communities online, and I see like our fellow yoga entrepreneurs, a lot of them are like bitching and moaning about the commercialization of yoga, and it’s destroying the spiritual practice. And I’m like, “What? What are you talking about?” And I… okay, so I get the fact that like yoga… when you take it back, it’s like, it doesn’t have anything to do with like, up dogs and down dogs, and warrior twos and warrior threes, and all like, what people think yoga is in this day and age. And if you trace it back far enough, it is this spiritual experience of recognizing your true self and realizing that you are not separate from source. And, it is very tied to spirituality, which is you waking up feeling comfortable within your skin, because you realize your connectedness to all things around you. Right? But, like the commercialization of this, meaning the buying and selling of yoga isn’t the problem. In fact, it’s the solution if you’re doing it right. You have a gift and that gift is to teach yoga, or you’re opening up a yoga studio.

 

(02:27):

How do you plan on spreading that message? Like, you’ve got to market it. Right? There was a post just recently, and this person was like, “I’ve never done this or done that.” He was like, “I’ve never like, done a social post. I’ve never done a hashtag. Like, I’ve never swiped someone’s credit card, we don’t do online check-ins, you know, I don’t even have a computer, and I’ve been operating for these many years.”

 

(02:56):

And then it goes on to say like, it’s… you know, “Don’t allow like the commercialization of the practice, dah dah, dah, dah, dah, dah, dah, dah, dah… to like, maybe doing less is the answer.” I’m like, “Whoa! No. Wait, wait. Whoa!” You’re in business. You have a business. You are… if you are like, demonizing the commercialization, you are part of the demon. Right? You’re part of the problem. But my point is, it’s not a problem. Own it. Own your role in it. Spread the good. Like take a stand, and be like, be a voice for what you believe in and, but guess what? You can stand in your yoga room, and not try to be successful, and maybe you have over the years for whatever reason, but on some level you are commercializing, meaning, you’re sending messages to the marketplace, to the people who you want to attract into your yoga studio.

 

(03:48):

I don’t care if it’s word of mouth. I don’t care if you just go to parties. I don’t care if you go to the library and he’s just like a whisper to people about the yoga studio that you have. You’re actively supporting through marketing and advertising this art, which is beautiful. How else are you going to get the message out there? This is what’s crazy. I’m like, wait, like don’t demonize. The process by which you’re helping people. Marketing is, it’s just like finding the right message and creating the right offer and then delivering that to the people. Your who, your avatar, your ideal customer, the ideal student that you want to work with to attract them into your orbit so that you can help them. There is nothing evil about that. There’s nothing wrong about that and someone’s willingness to partake in the modern way of marketing and advertising doesn’t make them more or less subject to commercialization.

 

(04:50):

Again, it’s not even bad, but like it doesn’t make them worse than someone who’s not trying to be successful by using the modern methods of marketing and advertising. My whole point is that the premise, the belief system is broken because throwing stones and demonizing something that first of all you’re a part of, right? You’re doing on whatever old fashion or like the old way, new way level, but to, it’s the only way to be successful and by success I mean to really help impact people in a positive way. Like, face it. Like there are people in this world who are struggling like physically, they feel horrible. They wake up with low energy, they’re in pain, right? The stressors of daily life are crushing their minds and like dampening their light and their spirits. Right. Do yoga is the process by which we help people get out of that physical pain to regain lost youth.

 

(05:50):

It’s the process by which we get them focused on moving their bodies. Maybe even getting to sit on a meditation cushion and focus their minds so that they can re-establish a perspective that helps them see and deal, like see the truth that like there’s no mistakes. We’re just learning, right? Like there’s whatever problem you’re dealing with now it’s going to end at some point and then she’s going to be replaced by a new problem, right? We’re allowing them through this practice of seeing and re recognizing what’s permanent and what’s impermanent, right? If I’m attaching my identity to something that’s impermanent, of course I’m going to suffer. But what is it that I can do like my, the permanent practices that helped me create an, uh, view my life and myself through, uh, through a lens of truth of knowing that man, regardless of what happens, regardless of pain and healing and gain and loss and praise and blame and all of these ups and downs of life, I can tether myself on a daily practice as something that allows me to feel my own truth, right?

 

(06:57):

And then to help them remember that like, what’s happening in life isn’t happening to them. It’s happening for them, right? If this is the practices, what we’re offering, how could that, like how could that ever be wrong and bad? Like I will stand on the mountain and preach this message of yoga until I die and I will do it through whatever means necessary, whether it’s social, whether it’s through a podcast, whether it’s through YouTube, whether I’ve got to go back to old school like newspaper, radio and like put myself in magazines, what like television, whatever it is. I am committed to communicating the value of this art to helping people be like relieve of those problems and given this timeless solution so that they can live better lives. How is that like hurting this art? That is the way in which we promote this beautiful experience of the promise of yoga.

 

(07:48):

So like please, if you’re out there and you’re demonizing like seeing ads about yoga and like, and the commercialization of it and somehow marketing it, like cheapens it and dirties the whole process. Like just check your belief cause it’s this false. And, and if you’re a yoga entrepreneur, meaning whether you teach classes or you have a yoga studio, you’re involved in the business of it anyway. So just own it. Take a stand for it and like promote what you believe to be the best practice in this world, which I know if you’re listening to this, you do, but I, but there you gotta see, you gotta see the belief system that’s broken that somehow promoting what you love is somehow wrong in any way. It’s not, that’s all I got. That’s a short one. But man, I was fired up about that. I was like, man, this is just crazy. I just like, I’m like, no, I’m going to just keep preaching what I do and, and helping people live better lives. And if that is like hurting the sacred art, then I’m going to keep hurting you. And as not as helping people live better lives. We’ve had it for 15 years. If we,

 

(08:56):

if this thing was not right, people would know after 15 years it’s not working. You should try something else. I’m going to tell you scars. Oh my God. All right. That’s it. Everybody. Thank you so much for listening. Thank you so much for watching. If you’re watching this on YouTube, if you did find value in this, please rate, review and subscribe like when you do that, we are able to reach more people with this message that we believe so hard wholeheartedly and so I appreciate you just taking a few moments to rate review and subscribe this to this podcast. Uh, anyway, thank you so much. Doing the work. Honor the struggle and make this world a better place to live.

 

(09:35):

Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.

 

12
Feb

34: Top 5 Takeaways From Funnel Hacking Live 2020

 Five takeaways from Funnel Hacking

What Is This Episode About…

In this episode, Chris will discuss the top five takeaways they got from Funnel Hacking Live 2020. The first year they attended the event was in 2019, and they were skeptical about whether 2020’s event would beat 2019’s, but they were impressed by the huge increase in the number of attendants and how well orchestrated the event was.  

Funnel Hacking Live is an event that is organized by Ninja marketer Russell Brunson’s company, ClickFunnels, and has been running once a year for the last six years. John and Chris have been a part of the ClickFunnels community for five years now and were introduced to it by a coach in a mastermind program that they were a part of. They started consuming Russell’s content and have been rabbid followers of his since.

The first takeaway is about the power of frameworks which when explained from a yoga-oriented context refers to how teaching yoga students from a framework actually makes them more successful. What the framework does is just organize information so that the students can compartmentalize the information they’re getting, put it in its place, and see a process which they can follow to get the desired result. A great example is a framework that John and Chris created for sequencing a class. They have six or seven steps depending on the sequence they teach, and each step has a pinnacle. They then follow a simple to complex process to get to each pinnacle. That framework is very helpful in teaching students who want to be teachers and those who want to achieve certain results.

The second takeaway came from Russell Brunson’s presentation and it was about the three hidden closes, namely; emotion, logic, and fear. A close is a way of compelling somebody to say yes to whatever it is we’re selling, and Chris will dive deeper into each of the three closes, so we can understand how important it is to have them figured out when running our businesses. Creating a timeless message upon which your business is based, mother retargeting ads, freedom is elimination, and the “I am not good enough yet” analogy are the last four takeaways, and taking action on them will definitely help you grow your yoga business moving forward, so tune in to learn more about them. 

Key Points Discussed:

  • How John and Chris joined the ClickFunnels community (01:03)
  • Seeing Tony Robbins and Tom Bilyeu and getting awesome takeaways from them (03:28)
  • Frameworks are your saviors (06:27)
  • Put your stuff in a framework, name it, and then make it yours (09:39)
  • Telling stories to evoke the emotions that influence people to buy things (10:28)
  • Wrapping the Yax Yoga message around a timeless message will ensure it stands the test of time (17:32)
  • The power of the mother retargeting ad (20:16)
  • The forest and the trees are the things that we want to be focusing on (21:45)
  • The difference between people that have achieved more versus other people (25:53)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released February 12, 2020

Episode Transcript…

 

Disclaimer:‌ ‌The‌ ‌Transcript‌ ‌Is‌ ‌Auto-Generated‌ ‌And‌ ‌May‌ ‌Contain‌ ‌Spelling‌ ‌And‌ ‌Grammar‌ ‌Errors‌ ‌

 

(00:00):

Well, he wanted to put on something and create something that was like, not just like marketing with awesome information, but like a party. And so, it’s crazy. Over 4,500… it was close to 5,000 people showed up to this thing. It’s been sold out like that every single time. First-year John and I went, was 2019, and we were like, “Man, I don’t know how he can beat that.” 2020, what we just came back from, beat it hands down. And so, what I wanted to talk about today is, the five top takeaways from the event.

 

(00:32):

What’s up, everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics, so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.

 

(01:03):

Alright. So, every year. I say every year… last two years, John and I, who is not present today. He is in Mexico with his family. And so, I’m like, “You know what. I’m going solo.” Here we go. So, this past… as you’re listening to this, it’s probably going to be two weeks, and this week it’ll be… yeah, about a week and a half later. So, we just got back, a week and a half ago, from Funnel Hacking Live. What Is Funnel Hacking Live? Funnel Hacking Live is an event that is put on by the company called ClickFunnels. John and I are… have been a part of that community for five years. I guess we found it in 2015 from… actually it was… we were in part of this mastermind/coaching program, and one of the coaches said, “Hey, you know, check out this guy, Russell Brunson.” And then we started consuming all of his information. This guy is just a Ninja Ninja marketer with a huge heart.

 

(01:58):

He’s an online marketer, and those guys get kind of a bad rap, and I think rightfully so in some instances, but it’s the saying, you know, “One bad apple spoils the bunch.” He is the exception, and so, all the people that are in his community and in his environment, like what he’s created, gathers all of these like best, best marketers, who have like a mission, and a vision, and want to really like genuinely help people, and do so really effectively. Well, every year he puts on an event for the last six years called Funnel Hacking Live. What is funnel hacking? It’s the term that he uses for modeling what somebody else is doing in the online space, and then as you model it, you get to see not just like what the offer structure is, but what the sales message is, and basically what is making them so successful, and how can I model it to be successful myself.

 

(02:47):

And so, those people are called funnel hackers. I am a funnel hacker. On the back of my laptop, it says, “Funnel Hacker.” Right? It’s an identity. We’ll talk about that in a little bit. So it’s awesome. It is a crazy, wonderful event. And, because you think like, marketing is going to be boring when we are sitting in chairs, and like people are just going to be talking about like strategies and tactics. It is not that. He went through that when he was coming up in the marketing world, Russell Brunson that is, he would go to these marketing events and he’d be… he talks about, he’s like, “I was losing my mind. I was so excited, so pumped up about everything that I was learning, and everyone was just sitting there taking notes.” It was like it was so boring. So, he wanted to put on something and create something that was like, not just like marketing with awesome information, but like a party. And so, it’s crazy.

 

(03:28):

Over 5,000 people I think at 5,000 over 4,500 it was close to 5,000 people showed up to this thing. It’s been sold out like that every single time. First-year John and I went was 2019 and we were like, man, I don’t know how he can beat that 2020 what? We just came back from beat it hands down. And so what I want to talk about today is the five top five takeaways, top five takeaways from the event. So what he does, he brings in all these speakers. He spoke I think eight times and presented information. A couple of the takeaways are from him, but we saw Tony Robbins if nursing, Tony Robins, Oh my God, that was on my bucket list and we got to see him. Uh, one of the stories I’ll tell today is from his presentation at the end, uh, he’s just, it’s crazy like mind-blowing stuff.

 

(04:14):

Tom bill you, if you don’t know who Tom Bilyeu is, he founded quest nutrition, I forget what the exact name, but like quest bars, like the nutritional bars. And he built that thing up to a billion dollars, sold it for $1 billion and now has really made his impact in a show that he called that he’s created called impact theory. He brings all the thought leaders from all these different walks of life on and interviews them. And he spoke and I think one of the takeaways is from him. Yes. That’s actually a bonus takeaway. I say it’s top five but we’re actually going through six cause there’s so many. I couldn’t just whittle it down to five. Yeah. So, and then not just marketers like people who are like known marketers in the world, but also people who are just like in their own little niche, like doing really well and crushing it.

 

(04:55):

So we talked a one woman did a presentation, Anissa Holmes, I think it is. I’ll just all about brick and mortar studio. She was a dentist and now she’s helping other dentists build their businesses. And so it’s really fascinating. And one thing I’ll say is before going, I was like, man, it’s really not the right time. Like personally, you know, my, my wife is like, she has a new job that she’s training for. She’s going back to school. You know, we have kids that were, you know, trying to, you know, logistically get in and out of school at different times and it’s just crazy. And like it was a horrible time, honestly, if I really look at it. But the timing is never right. And so you just make it right. And my wife who is just a freaking warrior like had a crazy week and made it work and my hats off to her.

 

(05:37):

So anyway, all that to say there’s always reasons not to do something. And John and I had talked John, I was like, man, there’s still like, it was like third way through and I was like, man, there’s so much good information that it’s so easy to be like, Oh I know it and let me just keep doing what I do. And like just a little, just a little shift in perspective, a little tactic, a little strategy, some like one little thing can absolutely change business. And so I, one of the things we do is I literally took like 50 pages of notes while I was there and I’ve been going through and just pulling out from each presentation. One thing to take action on, one thing to take action on. So I have a list right now about 14 things that I’m going to take action on so that the event isn’t just like a feel-good who rah rah-rah type thing where you get all inspired, then you go home and get stuck in the same patterns.

 

(06:27):

But actually there are actionable items that I can take so that that experience, that event, the sacrifice I made by going there is actually really going to make an impact on my business and in my life. All right, so let’s get to it. Take away number one, the power of frameworks. Basically the whole event was wrapped around this framework idea. And the best way I can explain it to you is that teaching from a framework actually makes your students more successful. And what a framework does is just organize information so that we can, as a student consuming that information, we can compartmentalize and put it in its place and see a process by which we can follow to get an experienced result, whatever that is that the desired result. And so it’s like Brendon Burchard talks about, he’s like, frameworks are your saviors. And I believe we’ve talked about on this podcast before.

 

(07:23):

So here’s the best example of it. I’ve read power of now, I can’t remember how many times over 10 times easily and I’ve lost track at this point and I couldn’t like, because I’ve read it so many times, I can tell you like it’s about felt oneness with being. It’s about like understanding that your truth is inside of you. Like the parable, he described at the beginning of the book, but there’s a pain body that’s living inside you somewhere and you’ve got to figure out where that is and not be identified with it. And then that pain body wants to attract other people in the same pain so we can kind of feed off each other’s pain. And there’s a point at which he talks about, I mean you see what I’m saying? Like I’ve read that thing 10 times and I’m like I get it.

 

(08:02):

It’s felt oneness with being and like what is God and what is being and pain body versus no pain body and like surrender versus resignation. Like that’s all in there. But if someone asked me like, what is the power of now about I, there is no framework that he, that he outlined that allows me to retain the information and then tell people about it to help spread the message. Now, this isn’t a slight Annette cart. Totally, totally is the man. He’s awesome. He’s changed lives. The book changed my life, but my point is it wasn’t in a framework. It wasn’t a question and answer format designed in chapters. Right? So like I don’t know what chapter to go back to, to look at what part of the framework because there wasn’t a framework so that can like, I can help retain it. Now contrary, there is a book called the seven habits of highly effective people by Stephen Covey from that book.

 

(08:53):

This man, Stephen Covey, has an entire organization, entire business around because there’s a framework and I can say, Oh man, if you ever read the seven habits of highly effective people, like, no, what are they? Well, they’re seven. There’s one dude who were fighting some and I go all through all of them. Right? It’s easier to describe, which means I’ve retained it more, which means it can actually make a better impact in my life. So for John and I like an example in yoga and not in like highly effective personal development stuff, we have created a framework for sequencing a class, right? There are six or seven steps depending on the sequence we teach. Each step has a pinnacle, each pinnacle we follow a simple to complex process to get to that pinnacle. And the entire class is based around Maya fashion methodology. Now, this is supremely helpful.

 

(09:39):

So what I just described was a very simple framework of therapeutic vision, myo fashion methodology, breaking a class into seven steps, each step having a pinnacle, the way in which we get to that pinnacle, right? So that when we teach it in a teacher training, people can retain that information and then be able to go back and teach it more effectively. The power of frameworks is in, it helps you articulate the information better and it helps your students receive the results they’re looking for and assimilate the information. Easier frameworks, frameworks, frameworks, put your stuff in a framework and then name it so that it can, you can make it yours and then you can teach it from a place of like, Hey, this is a framework that I’ve used over time. And if you borrow someone else’s, just give them credit. And then as it evolves, it becomes your own frameworks, frameworks, frameworks.

 

(10:28):

Okay, cool. Number two, Russell Bronson did a presentation called the three hidden closes. What does it close? It’s close is it’s a way of compelling somebody to say yes to whatever it is that you’re buying. And the three closes here it is a framework, one is emotion, two is logic, and three is fear. Let me explain these. Nobody buys from logic. They don’t, we all make purchases every and forget like even the buying, selling situation. Like we all do everything we do because of emotion, not logic. And the best way to evoke emotion is to tell stories. So while Tony Robins was speaking, he’d walked around and he was like trying to get people to interact and stuff. And so he had everyone raised their hand like, Hey, I just tell him what kind of car you drive. And one person who was actually the co-founder of click funnels, he drives this Ferrari and he’s had him stand up.

 

(11:27):

It’s like, what do you drive? Cause I can drive a Ferrari. And it was like a QS 10, 28,000 or something, whatever the name was. I’m not a car dude. Uh, and so it was then he was like, well why’d you buy it? And he was like because it’s a fast car. And then he was like, no, really tell me why you bought it. He was like because it’s sleek because it represents like achievement and success. And so what he got to that, what he said wasn’t like the horsepower. It wasn’t like the power windows or windows. It wasn’t the uh, you know, zero to 60 in such and such amount of time. Like it was none of the features. It was none of like the logical reasons why you would buy one or not. It was very specifically an emotion. He identified it and we all purchase based on our identities, meaning it comes from an emotional place, not a logical place and so these closes like the first one is to tell a story to evoke the emotion to like match the identity of the people that you want to serve so that you can then compel them to say yes because we make decisions based on emotion.

 

(12:33):

Now after that there’s logic because people do want to know what are the features, what are the benefits of what it is that I’m about to buy, and so you go into, Oh well it does this and it does that and it does this and it does that and it does this and it does that. If you have ever bought something and then had to go home and explain why you bought it to whoever it was, whether it was a son, daughter, significant other mom, dad, whatever it was you, what you do is you don’t tell them you bought it because of emotion. You tell them you bought it because of all the logical reasons that makes sense. We use logic to explain the purchase after we made the person purchase emotionally. The third thing is fear. Now we’re on a yoga entrepreneur podcast and like we want, you know, like the whole yoga thing is like fear is usually come from fear or love.

 

(13:26):

We want to come from love. Well, that’s great. I totally believe that. But I also know that people need to be given a reason to act now. And what the fear-based closes is it all you’re doing is saying, Hey, soon you’re not gonna be able to get this thing right either because there’s a limited number of them left. That scarcity or because there’s a limited amount of time left, that’s urgency. Right? And what happens is someone maybe yes emotionally with it. They may see all the reasons why. Oh man, I love that feature. I love that benefit. I love that feature. Love that benefit. And then if you miss the, Hey, it’s about to go away. And if you don’t do it now, you’re never gonna be able to do it. If you don’t add that third element, someone can be like on the fence ready to say yes and they won’t say yes because they’ll think, I’ll just do it tomorrow.

 

(14:09):

We all do that. Hey, I’ll just wait until tomorrow. I’ll just wait until tomorrow. Oh, you know what? Maybe next time I’ll, I’ll figure it out and I’ll do it. The third way. The fear is really just giving someone a good reason to say yes to it now and remember we’re doing this so that we can help people, that we can add value to their lives, right? We’re doing a business that we believe in, that our hearts are in, that we know can affect change in people positively and then like hopefully make a difference in their lives for the rest of their lives. So the fear aspect, we’re not like, we’re not selling fear. We’re just saying, Hey, if you want this and I, and you believe on how good it is and you are ready to make that change in your life, I just want to let you know that there’s a limited number of them and there’s limited amount time.

 

(14:51):

Now’s your time to do it. Do it. All right. So that’s number two, the three hidden closes, emotion, logic and fear. All right, three. Oh, this is from, um, uh, Ryan holiday. Ryan holiday. He’s written a bunch of books, awesome books. One was the perennial seller. The obstacle is the way stillness is the key. And trust me, I’m lying. Uh, wonderful, wonderful books. But he came up and he talked about it. What he was really describing, uh, was a book that he just most recently wrote, which was the perennial seller. And what he’s talking about is creating works and a business that can stand the test of time and how do you do that? And so number three is creating a timeless message upon which your business is based. And what he was describing that I’ve got some notes was that what’s classic stays classic.

 

(15:46):

And so what he’s done for a lot of his books is he researched these classic works of art by these masters of years past. Like he studied Plato and Socrates and, and he’s been basing his works like the perennial seller. How do you make something that lasts like the ego is the enemy is another one. And what he’s doing is he’s creating these timeless messages because he’s basing the message on the a problem and a solution that humans will always have. And this is what’s so awesome about this practice of yoga and what we’re actually doing on our math is we’re basically teaching a timeless solution to a timeless human problem, which is, Hey, how do we get out of our heads? How do we like how do we soften the appearance self, the ego itself that creates all of this drama and chaos in our lives and how do we connect to a deeper truth within us?

 

(16:42):

Now, this truth that’s within us is basically what like every religion has been based on what countless works of art, countless poetry has been written about over the years, but what he was describing is to attach to a very specific thing, right? What is like, what is one thing that you can create a message around that will be a timeless message that people like my grandfather would have connected with that my father would have connected with that I will connect with that my daughters will connect with over time. And so it really, I don’t have the answer for you, but like I know yoga is already like we’re already in it, right? We already in the timeless solution to a timeless problem because of the human predicament. What’d he say? Oh yeah. He said the best works of art are rooted in what makes us human.

 

(17:32):

Oh, that’s so good. And so what makes us human and the solution to the human condition is the practice of yoga. And so we’re kind of there. But what I’m working on now is like what is like in that? Like it’s still vague. How do I describe that to somebody to compel them to come practice yoga with me? Right? And so what I’m working on and what John’s working on is what is that timeless message? What is that timeless message that I can then wrap our message of yoga around so that it stands the test of time. All right. That was number three, create a timeless message by Ryan holiday. Thank you, sir. Uh, number four. So we actually, before funnel hacking lives, John and I left on a, so funnel hacking live was from Wednesday to Saturday, but we left the prior Sunday because there was an event being held by Steven Larson.

 

(18:19):

We’re in his mastermind group called offer lab and he held a two-day event on Monday and Tuesday. One was, it’s Monday baby live and then the other one was the content machine. And he brought on that second day a gentleman by the name of ping Joon. He’s from Malaysia and he is just like crushing it in the online space. Uh, he is a, a funnel hacker in the click funnels community. He was in Russell Brunson’s inner circle and we got the chance to see him present at this really small event called content machine. Um, and what he said was this is more tactical, a create a mother retargeting ad. So if you’re putting ads out on, let’s just say Facebook for right now and there is a good majority of people who look at it, who consume some of the content that whatever the ad is saying, but then just don’t do anything with it and there’s a portion of the people who actually click on it and then they may even opt-in but they don’t buy what it is that you want to buy or they may click on it and then look at it and not even opt-in and then just you know, exit out and then move on with scrolling and distracting themselves.

 

(19:24):

The retargeting ad says, Hey you people who looked at this ad, this video for a certain amount of time or you people who clicked but didn’t opt-in. I’m going to send you an ad that isn’t trying to get you to like buy anything. I’m just going to give you a like some a piece of content that is based on what you saw but didn’t take action on. And what he called this was the mother retargeting ad and basically said whatever program it is that you’re selling, get a bunch of testimonials from people who have already gone through it and if you can get them to video it, awesome. Or set up just a, an image of something that has like the feel of what the experience is, whether it’s yoga or an event or talk, whatever it is that you’re selling, and then get those people to comment on that thread.

 

(20:16):

So I’m talking to Facebook right now, so you have the imagery of the video and then you have all these comments. I’m like, Hey, what was the biggest takeaway? And then all of these people are saying, Oh, it was awesome. It did this for me, or it was awesome. It did that for me. It changed my life this way and that way. And what he called that was the mother retargeting ad because people who then like watched a certain amount of video or click the link but didn’t opt in, they get sent that ad. That is basically just tons and tons of social proof and testimonials of the thing that the person saw but take action on. He called it the mother retargeting on and he makes one for every program that he’s selling. I was like, it’s so genius because what most people will do, and you know this, if you’ve been on Amazon, the first thing you do before you buy something, you should look at all the reviews, what other people say, and I look at the bad ones.

 

(21:01):

Then I look at the good ones and I want to base my, my decision on what other people have done. And so this mother retargeting ad is something that we’re going to start implementing and all the different programs that we come up with so that when someone decides to say kind of yes, I mean they’re interested but didn’t take action, we can send them that and say, Hey, here’s what everyone else has experienced. Who did say yes and who did take action? Really, really big game-changer because most of the money that’s made in advertising isn’t in the first ad. It’s in the retargeting ads, meaning sending people information after they’ve consumed a certain amount of, of a video or after they’ve like clicked but not opted in anyway, mother retargeting ads. Watch them. They’re going to come out. All right, five. This was from Jermaine Griggs.

 

(21:45):

Jermaine Griggs. This is crazy. He started at the age of 19 he had this gift growing up of being able to listen to music and play it by ear on the piano, and so he’s created this whole business. I think he’s making like $400,000 a month teaching people how to play the piano by ear. It’s phenomenal. It’s all a completely online business. So his presentation was awesome, but one of the things that caught me was he said, freedom is elimination. That’s number five. Freedom is elimination. And here’s the great analogy. Here’s a framework that he told us and talk to us about to help us kind of articulate this. He said, forest trees, branches, leaves, forest trees, branches, leaves. He said the forest and the trees are the things that we want to be focusing on. There’s a big needle movers, the strategies and the tactics that we can focus our attention on that if we focus 20% of our attention on that, it will create 80% of the results that we see in our lives.

 

(22:47):

And he said at a certain point, it’s probably not your role, but you need to get someone to have the role of focusing on the branches and the leaves. But in the beginning, the branches and leaves or just the minutia, the little details that don’t really matter, right? That if we spend most of our time on that, it’s going to take 80% of our time and only give us 20% of the results that we’re looking for. So freedom is elimination. And we know this to be true in the yoga world. We even say it every Africa who said this quote, but I’ll say it, it’s not mine. And the pursuit of knowledge, every day something is added and the pursuit of wisdom every day something is subtracted. What we’re saying is it’s kind of that same concept of like, man, like if I’m looking to do more with less, right?

 

(23:35):

I need to subtract things out of my life so that I can focus on the things that really matter, right? That’s wisdom. There’s an accumulation of knowledge phase, but then as we get older there’s like, what is this really like? What am I doing that really makes my life more valuable and more worth living? And so you start subtracting all the things that don’t work for you that don’t add value to it, and then it’s no different in business. We can focus on the the the trivial many or the critical few. What are you saying freedom is in focusing on the critical few things that make the biggest difference in our lives, not the trivial many. And that was number five. Thank you. Jermaine Griggs. Last one. And this is a bonus. This is from Tom. Bill. You, where’d I put that note? Oh, this is so good.

 

(24:17):

He said, ah, this number six. I’m not good enough. Yes. Yet is crucial because we use this analogy of artificial intelligence, AI in the AI world. They don’t call a mistake a mistake. They call it a sample. And his basically his entire presentation was like, listen, all human beings are adding that station machines. This is our role and that means we have to stumble, learn, and then grow and stumble and learn and then grow and whatever. We’re looking for whatever you want to achieve in our lives right now, we’re not good enough to get it. That’s a simple fact. In fact, most people are just average. All of us, and I know you’re thinking, but I have a special gift. You do have a special gift. I have a special gift. Everyone has a special gift which then makes us all average within our special gift.

 

(25:07):

So what makes the difference between the people that actually achieve and offer that special gift to the world and it makes a big difference in their lives or the people who are willing to fail forward to stumble and then get back up and do it again and iterate and iterate and iterate. He said within 15 minutes and artificial intelligence machines because of their willingness, make a mistake, learn, process it, and then move on like within 15 minutes. An artificial intelligence machine can just wipe clean and whatever game they’re playing chess or what have you, any human being in the entire world. Why? It’s because of the iterative process. They’re just willing to make a mistake, learn from it, and move on, make a mistake, learn from it, and move on. Right? As humans, we have a blind spot, like we’ll make a mistake, we’ll judge ourselves for mistake and then we’ll forget about it.

 

(25:53):

We won’t learn from it and then we’re doomed to repeat it again, and this is the difference is that people that have achieved more versus other people, because we’re all average essentially, right? We all have a gift, but we’re all average or the people who are willing to just continue to move forward in the direction of their dreams, regardless of what comes in their way and the stumbling blocks, any hurdles, any hardships, any struggles, whatever comes in their way, they, they deal with it effectively, skillfully, honestly, truthfully. And then they take the next step to continue to moving in the direction of their dreams. Period. That is five plus one bonus of the key takeaways that we got from that. I say we, John’s not here that I got from funnel hacking live. We’ve already signed up to go next year. It is an event not to be missed.

 

(26:39):

I have no affiliation with click funnels at this point, but you should definitely go. I am definitely, I want some point going to become an affiliate of them to sell the software because it is changing the game for our business and I know it probably be the same for people who are in our community. Um, I guess that’s it. That’s all I got for today. I appreciate you continuing to watch this. Watch this. If you’re watching it on YouTube listening, if you’re listening to the [inaudible] podcast and uh, yeah, that’s it. Do the work people honor the struggle and make this world a better place to live. Thank you so much.

 

(27:14):

Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.

 

 

 

5
Feb

33: The Bikram Documentary And The Real Problem With “Spiritual” Gurus.

 How yogis should really behave and conduct themselves

What Is This Episode About…

In this episode, John and Chris will discuss the documentary about Bikram Choudhury, an Indian-born-American yoga teacher, and the founder of Bikram Yoga, a form of hot yoga consisting of a fixed series of 26 postures practiced in a hot environment of 40 °C (104 °F). Bikram Yoga became a success in the United States and then across the Western world, with a variety of celebrity students.

The documentary details allegations of rape, sexual assault, and discrimination against racial and sexual minorities against Bikram. By January 2014, five women were suing Bikram Choudhury with allegations including sexual harassment and sexual assault. Two lawsuits accusing him of rape were filed in May 2013, with other counts of sexual battery, false imprisonment, discrimination, and harassment. 

One suit describes a cult-like atmosphere where members of Choudhury’s inner circle help him find young women to assault. Another suit claims that Choudhury recruits volunteers from overseas who were so in fear of his wrath that they would travel to the US and risk violating immigration laws in order to serve him. In 2017, a court awarded $7 million to his former lawyer, who gained control of his yoga business when Choudhury fled to India without paying her. Since then, he has continued to train yoga teachers outside the United States in countries including Spain and Mexico.

John and Chris will share their thoughts on all that, and talk about how yogis should really behave and conduct themselves among their students and the society in general. Yoga is meant to help us connect with a deeper part of ourselves and the yogis that we follow should not be viewed as the ones who can fulfill that for us because they only serve as a channel to help us see what is already inside us. Stay tuned to learn more.

Key Points Discussed:

  • The documentary about one of the originators of hot yoga (01:03)
  • The reason why some yoga teachers yell at their students (03:05)
  • Yogis are not the way, the way is the message (08:06)
  • How a sexual predator is still doing teacher trainings (09:58)
  • Waking and living a better life by knowing that we have what we need (11:54)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released February 5, 2020

Episode Transcript…

Disclaimer:‌ ‌The‌ ‌Transcript‌ ‌Is‌ ‌Auto-Generated‌ ‌And‌ ‌May‌ ‌Contain‌ ‌Spelling‌ ‌And‌ ‌Grammar‌ ‌Errors‌ ‌

 

00:00          The guru, the teacher, whoever that is, is simply a signpost, simply a channel. They are simply helping you to see what’s already inside you. Right? They are not the way. You have the way inside you, and that is the key. And so, whatever path you’re taking that helps you wake up, that helps you live a better life, know that it’s already inside you. You may need to hear that message. You need to follow those teachings. You need to do the practice. Do whatever it is that you do to get that, but it is not the person that’s giving that to you.

 

00:32          What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.

 

01:03          Alright. So Chris, you just saw a documentary last night. Tell me what the name of the documentary was. Ah… It’s called Bikram. Yeah. And there’s the under… like the by-line said like, “Yoga Guru Predator.” And I was like, “Ha, that’s a good tagline.” So, let’s… I guess before I get into… If you haven’t watched it, it’s on Netflix. It’s a documentary. It’s all about Bikram Choudhury, who brought Bikram Yoga, right now like Hot Yoga. We teach hot yoga. We were kind of born into that world. He was one of the originators of hot yoga. So let me give you a little story about that. So he… was teaching… his teacher Bishnu Ghosh, he taught him how to teach… taught Bikram how to teach yoga. This was Calcutta, India. And, it’s hot. It’s hot and humid. And, the style that they taught was done in a way… was done… I mean, it was done in a way that would you sweat and… but the temperature was there already.

 

01:58          Now, Bikram moved to Japan to help teach there, and what he realized is that the temperature was cold. Right? It was a lot colder than it was in Calcutta, India. So, his solution was to put heater… heaters in the room. Right? And so, he created the same environment that he came from when he taught. Alright? So, later on, right? He realized that that was really helpful for the style, and what he… and the results he was trying to get for people. And so, he continued to heat up the rooms, and put heaters in the rooms. He moved from Japan and eventually ended up in Hollywood, California. And, continued to teach that… that style of yoga done in a heated environment. And so, he was one of the originators of hot yoga, and bringing that style into the United States. So, we… one of his students was a man named Jimmy Barkan, who was in California at the time, like trying to get his foothold into the acting world. And he was a singer and he’s a super talented guy, but he found Bikram, and then started training, like intensely.

 

03:05          He actually said he and Paul Grilley were in like in the beginning, like friends who were taking three and four classes. They were hardcore back in the day. Hardcore back in the day. And this is like, Bikram who would like kick the shit out of you, and yell at you, and like, bark at you. And, which I guess I understand why a lot of different teachers do that because that’s where they learned it from. So anyway… Jimmy was one of his seniors… ended up being one of his senior teachers. He studied with him for 25 years. Yeah. And he opened up a yoga studio in Fort Lauderdale, Florida. Well, right about the time we started getting into hot yoga, they had a falling out, and Jimmy was like, “Alright. I’m doing my own teacher training.”

 

03:42          John went to the very first Jimmy Barkin Barkan method teacher training. I went to the second one, I think he did two that year. And then we immediately both went back to the level two training. And so we were like, that was our birth into the hot yoga world was via Jimmy Barkin who had changed the sequence already. He was just a sweetheart of a dude. Crazy knowledgeable about that sequence and the information, phenomenal teacher, just phenomenal teacher. Like we were so blessed to have like been born like has with him as our teacher. So that was, that’s our history. That’s why. And so right now our studio is, we teach hot yoga, right? We teach hot yoga in the hot yoga method that we learned from Jimmy Barkin, which has evolved over time. We’ve changed the methodology and we’ve changed the sequence to align with what we believe to be like maybe perhaps the best form of movement within that hot sequence.

 

04:35          And then we also teach flow, but all of it’s heated. So when I look back at the lineage, like Bikram is part of it, which I feel like now I have to take a shower. So I feel dirty about being a part of that lineage. Let’s get back to this documentary and give us the cliff notes version of the documentary. Chris. Well, I guess first to his credit, like he brought over a sequence that’s crazy powerful, but it wasn’t his sequence. It was the sequence that he learned from Bishnu Ghosh. Like in fact there’s a pamphlet that called like ghost college of India booklet and in that are the 26 postures and two breathing exercises. So it wasn’t really his to begin with though, is what he learned from his guru from ambition and golf. That’s first. But so my point is like, okay, so he’s, he’s impacted people in really great ways by giving the West this amazing sequence we’re a part of.

 

05:33          We’re a part of that, which again makes me feel dirty. But what, and the reason why is because, well, you were you as Bikram and I was just like in furious last night. But it’s the problem in the world of yoga that it’s always been the problem or really anytime you are placing yourself in a position of power because of what you teach, you then have a higher responsibility to be ethical and to be a good human being. And so the gist of the documentary was, you know, he started drinking his own Koolaid and thinking that he was actually a guru and he then, you know, as the big room sequence pot became more popularized as a business model. It makes a lot of sense. So like he, you, he created a franchise and the only people who could open up a brick room yoga studio were people who went through his teacher training.

 

06:24          So all of a sudden his teacher training started exploding and getting like three, four or 500 people in them. And he or he was literally elevating himself on this pedestal in his, you know, like no judgment with that, that’s your thing, whatever. But he then started using his position of power as a sexual predator period. He was sexually assaulting and raped. This is like allegedly, cause he’s never been brought to, brought back from, he’s now an exile out of the United States because he’s a fugitive here for civil reasons. He lost a lawsuit and was the plaintiff was awarded like seven-plus million, which he hasn’t paid a dime of because he immediately fled and went to Europe, went to India and I think Atlanta and at least in Acapulco or somewhere in Mexico at this point. I think he went to Thailand actually. Anyway, you watch the documentary, you’ll see all the details of it.

 

07:18          But like what pains me is that he’s never been brought to court under a criminal suit for what he’s done to those women. And it’s multiple, multiple, multiple women who have come forward and said, listen, I was sexually assaulted and a few of them were raped by him. And this is like, so I have two young children and I’m like, it’s so fucking unacceptable when you, and this is my point, this is like the bigger point of this whole thing is like when you put yourself in guru status and not even give her status, but like when you’re a yoga teacher and you’re walking in into a yoga room and you’re teaching people to postures in your, and you’re giving them information on like the spiritual realm of like how to live a more skillful life immediately they put you on a pedestal and they look at you like you have the answers and then you become the way.

 

08:06          And if you take that, that level of power and the pedestal that you put that they’ve put you on and then you’ve raised it up without any humility and the recognition that it’s not you like they are mistaking you for the message, you’re the signpost. Yes, you are the conduit. You are the channel through which messages flow. You are not the way, the way is the message now. So what pisses me off is because this has been prevalent in the overworld, right? From John’s friend and the Anusara world to [inaudible] to sigh like preaching celibacy as he’s sleeping with all of his disciples. I mean it’s even in the like recently came out in the Shambala, um, aside of Buddhism, right? The highest up was sexually assaulting raping women. I mean like, not to mention the Catholic church. Oh my God. Don’t even get me started.

 

08:59          This is insane. No, the definition of guru is the speller of darkness, right? Not the promoter of darkness. And this is what we’re seeing over and over and over again with these yoga teachers that have gained fame because they’re essential. Teaching is powerful, right? It’s changing lives. It’s helping people. But what happens is some switch, some shift where they mistake themselves for the message. They mistake themselves for being the power when what they’re doing is showing people the way to their personal power. Right? This shift happens and it causes people to do just craziness. Crazy. It’s absolute insanity. Absolute insanity. Yeah. What else? Like what, what pains me now is this all came out like prior to, I think it was like 2000 between 2015 and 2017 so in 2017 the judgment against him in the civil court was like, it did not go in his favor.

 

09:58          Right. He was like, he lost and was like forced to pay all this money and he fled. Right? So he fled and now he’s living wherever he’s living and this is what gets me, he’s still doing teacher training. He’s still in a position of power and there are studios still sending their students there. They’re women to be students of this sexual predator. Like what the fuck? Like why like the state of California district attorney of California. Why aren’t you like filing a criminal lawsuit based on all of the evidence that you have already? All the evidence that is admissible from the civil trial in the criminal trial and extraditing him from wherever he is back to the United States so that he can stand on trial for his crimes. He is, he has access to women and young girls who are looking at him like he’s a guru and he’s like, I know in his heart he deserves love like we all do and like it’s part of like I can see like I can spiritualize this anyway.

 

11:05          I’d like to like let like I know he has one with sources I was and he is deserving of love in the next life. Okay. Like now in this life, keep him away from any woman and keep him from ever doing another teacher training ever again. That is how I feel about it. That’s why I’m pissed off because he’s still able to do the things that took two women. He still has like lock him up, lock him up. Yeah. He should be in prison, should be in prison, allegedly doing allegedly doing what he’s done. He should. Yeah. Allegedly. Again, he is innocent until proven guilty. And so this is my opinion. None of it is fact but watch the documentary. It’s very enlightening. So let me take this back to your original message with this, Chris, is that when you study, when you study

 

11:54          a contemplated practice, when you get into yoga, when you take a teacher training, when you get into something that allows you to connect with a deeper part of yourself, it is not the person that’s doing that, right? The person, the guru, the teacher, whoever that is is simply a signpost, simply a channel. They are simply helping you to see what’s already inside you, right? They are not the way you have the way inside of you. And that is the key. And so whatever path you’re taking that helps you wake up, that helps you live a better life. No, that it’s already inside you. You may need to hear that message. You need to need to follow those teachings. You need me to do the practice, do it, whatever it is that you do to get that, but it is not the person that’s giving that to you. They are showing you the way that’s helping to open that up within you.

 

12:41          And if you are teaching and doing teacher training and you, they are elevating you to a status, please recognize it’s not you. And they say thank you for everything you’ve done for them. Recognize you as like yourself as the channel through which that information is flowing and don’t let it go to your head and give you this inflated sense of self, like feel good and fulfilled at the service that you’re doing, but don’t take it to that level of like inappropriateness and being unethical and like, or just self-aggrandizement. It’s not the, that’s not why we’re doing it. It is a byproduct of people recognizing that you’re teaching them a way of being that they may have never heard of and it’s changing their lives dramatically. It’s giving them a quality of life that they’ve never experienced before and it’s not you, it’s the information, it’s the message.

 

13:30          It’s exactly what John said, and if you keep like humility and you recognize that it’s sourced, flowing through you and it’s not, you’re just a conduit, you’re just a channel through which that information is flowing, it will help keep your head level and keep you on the ground and not allow you to start believing like whatever has to be believed that produces what we’ve seen in the yoga world over the years between all the guys that we’ve already mentioned. Interesting. They’re all men pieces of shit. Oh yeah. So do the work out of the struggle and believes. Make the world a better place to live.

 

14:07          Please, please, please, please. Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.

 

22
Jan

31: Can You Guarantee Results? How To Fulfill On The Promise You Made And Deliver Even More Value For Your Students

Five core functions of a business

What Is This Episode About…

In this episode, John and Chris will continue the conversation that they’ve been having about the five core functions of a business, and they’re going to talk about the final two, which are delivery or fulfillment and retention/resale/upsell. Delivery basically refers to the way a yoga studio generates leads (the marketing techniques it employs) and nurtures them up to the point where they sign up as new students. Direct response marketing techniques are highly advised so that one can measure the results of their efforts, and make them as economical as possible to save money and even make more money while getting people through the door.

Fulfillment, on the other hand, is like the sale that happens after the sale. It all starts right after a studio has signed up new students. The studio owner has to know exactly how the yoga training classes are delivered so they can ensure that the students are getting results. The unfortunate truth in the industry about this is that most yoga studio owners are not conscious of this. They just hire anybody as a teacher, do a 1099 independent contractor deal with them, and let them roll however they deem fit. This is one core reason why a lot of yoga studios don’t succeed in getting where they desire to be.

When a new student comes into a studio, they sign up for a package because they believe that that package can deliver a solution to a problem that they have, and the only way that the studio can fulfill that is by ensuring consistency in the way yoga is taught and the experience that the student gets. John and Chris will dive further into that and more on the last two core functions of a business, and in the end, you will have learned all you need to go and thrive as a yoga entrepreneur, so stay tuned.

Key Points Discussed:

  • With direct response, you can measure everything (01:58)
  • The importance of having control over the product/service (03:49)
  • Being a leader and dictating what is being taught (05:45)
  • Elevating and helping teachers facilitate a better experience (09:33)
  • What can you offer them that they’ll pay more for, and that you’ll give them bigger results within your studio (14:31)
  • A framework of looking at your business and seeing where you can do better (18:28)
  • Doing little things that show a lot of value that won’t cost a lot of money, but that is really appreciated by the students (20:48)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released January 22, 2020

Episode Transcript…

 

Disclaimer:‌ ‌The‌ ‌Transcript‌ ‌Is‌ ‌Auto-Generated‌ ‌And‌ ‌May‌ ‌Contain‌ ‌Spelling‌ ‌And‌ ‌Grammar‌ ‌Errors‌ ‌

 

00:00          Alright. So, today we are going to continue the conversation that we’ve been having about the five core functions of a business, and we’re going to talk about the final two, which is delivery or fulfillment, and/or fulfillment. And, the final one is retention/resale/upsell.

 

00:17          What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.

 

00:48          Alright. So, we’re talking about delivery. What is Chris… what is delivery? Well, let’s recap just in case someone didn’t listen to the last episode. And that is, so… or we’ll do a recap. Recap, yes. And that is… So, you have someone who kind of knew about you, but didn’t know about you maybe, and then you throw a message out and they became a lead and you nurture them. You either emailed them, or they… you retargeted them as the online world is concerned. And, then they bought your introductory package. Or, if you’re old school, you sat at the front desk and waited for someone to walk through the door, and they bought your introductory package. And there it was. Put a bunch of signs out. Old school guerrilla marketing. Flyers out, you know, like a juice bar and all that stuff. Definitely a form of that, for sure, but then you waited and they came in. And so, there it is. Right in the… They walked through the door. You have your lead gen, you nurture them with a conversation for five minutes, 10 minutes, maybe a little tour of your studio, and they bought. You converted them into an introductory package. However that process went for you, we hope it’s more direct response, you’re very specific, you can like measure results of your efforts, and that you can make it more economical and save money, and maybe even make money getting people in the door.

 

01:58          That’s really the key guys. So like, the difference between the two styles of the old school, the new school, the general market versus direct response marketing, is that you can measure everything. You know exactly what you’re paying for, exactly what you’re getting, and you can tweak and tweak and tweak, and get it so it just. It… you get the formula. Right? Right? So, the direct response package is so cool because you can tweak it to the point that it can start to work on its own and you don’t ha… you can eventually stop tweaking to some degree. Now, there’s a ad for taking things like that, where you have to shift a little bit, but once you have your process down, and it takes a little bit to get the process, but once you have your process down, you don’t have to tweak it all the time. And what we experienced was, the old school way, the general marketing, you have to tweak it constantly. We were constantly putting stuff out, and putting stuff out, and putting stuff out, and we weren’t sure how successful we were with it, really. And so, we were constantly changing it. Anyway. You get that… that whole process done. You get lead generation, you get lead nurture, you nurture those people you think they’d convert into a package, and the next phase is, fulfillment delivery. And really, so it’s like the sale that happens after the sale.

 

03:00          It’s really when it starts because now they’ve said yes, they’re in your studio. And so the question becomes can you guarantee that they’ll get results? And really what that means is do you know what’s going on in the yoga room with the teachers that you have? The unfortunate truth is that most studios don’t, they do a 10 99 independent contractor deal with their teachers. They hire anybody. Most of them may or may not even give an audition class and then they just let them roll and they don’t know what’s going on. They don’t know how they’re teaching. They don’t know what they’re saying. They don’t know do they own or do they not own? There was a post in this Facebook group and there was like, people are like, do we own? We’re not home. And some like studio owners were like, I don’t know, some do, some don’t.

 

03:49          And I’m like, are you kidding? How can you not know what’s going on as far as the product that you’re delivering to your students? And this is the problem with the delivery. The fulfillment aspect is if you don’t know what’s going on, you don’t know what they’re being fed inside the studio. How can you guarantee results? Because this is what happened. Like the granular level of what just happened when they said yes to the introductory package is that you’ve made a promise to them that something is going to happen for them concerning a problem that they have, that they want to solve and the way they’re going to solve it is by practicing in these classes. And if you can’t guarantee that what they’re looking for is going to happen in that, that room, then no wonder you’re not as successful as you want to be because you don’t have control over the product, which is the very thing that’s delivering the solution to the problem that they have. Yeah,

 

04:39          that’s really, it’s really the, one of the most important things is the consistency within the room. And so some styles and some studios do the exact same thing every single time, right? That is a form of consistency and they’re successful, right? It works for them. Other styles and systems, uh, have variability, but they’re still within the variability. There is still consistency where when somebody comes into your studio, they walk into that room, they, they are getting a similar experience and those experiences as they become consistent and practice, create consistent results, whatever we say those results are, right. Whether it’s losing weight for some people and getting more in shape and feeling better in their bodies, whether it’s less stress and feeling, feeling the effects of that, whether it’s more energy in their life, whether it’s a better connection with their, with their significant others. There is a result that we can get people in. It’s important as studio owners also to understand that result so that we can express that to people as they’re coming in. We know that that’s going to happen when they’re consistent with it enough and we know what’s gonna happen if what’s being taught in the room is consistent as well.

 

05:45          Yeah, and that is so a part of it is as understanding what’s being taught. But the other part of it is being the leader and dictating this is what we’re doing, this is what we’re teaching, this is what we’re not teaching. And if you have a studio that’s like the Jack of all trades or like what they call the Institute of yoga, where you offer seven different styles, 13 different styles, you have like a salsa class in the middle of your schedule and then you have a hot class before and then an ion guard class afterward. How can anyone get any traction with that? If I’m not interested in salsa, that class is out. If I take an Iyengar class, that class is and I don’t like it. That class is out and now if you have that four or five times on the schedule, you’ve just eliminated my possibility of coming back to your studio and made it even more difficult for me to gain traction and to be consistent with your studio, which means it’s going to minimize my ability to get the results I’m looking for, which is then going to increase the likelihood that I’m not going to stick around.

 

06:42          That’s it. You gotta be consistent with it. That’s one of the hallmarks of success, not just in yoga, but in any business, right. If they think about this, we’ve talked about this before. If you go into a restaurant and it was an, it was an Italian restaurant that you normally go to and you really love the food there, but then you went into the Italian restaurant and you order the meat the same meal and it was totally different, right? The same when you get all the time, the one you really love and it was totally different, you would start to lose confidence in going back to that restaurant. Or we use the same analogy that a lot of yoga studios are, don’t. You went into this to your Italian restaurant and all of a sudden half the menus, Mexican food, right, or, and then the another portion is Thai food. Like all of a sudden you’re like, well, they’re starting to, to try to be a Jack of all trades in the restaurant and food. I’ve lost confidence in their ability to do really good Italian food. Or even if they set it out in the,

 

07:33          even if they didn’t change it in between, like in the middle of it all, even if they said, you know what? We’re going to offer all these styles of food in, you know, like you know, Oh, they’re not going to do any of it really. Well, they’re not. Because you know that man, you go to that like authentic Italian restaurant man, they do it the best because that’s what they do and if you go to one that’s like, yeah, we’d have this like lasagna dish and then we have this Mexican dish and we have this Thai dish. You know the consistency of that, it’s not going to be the best food because they’re trying to do too much. It’s no different. The perception of what your students are experiencing is, man, if you’re trying to do it all, you’re not going to do all of it really well. And not to mention the problem was like, okay, now the teacher that doesn’t happen to teach that class really well, what if they have to get a sub or that they move or they leave or they decide to go open up their own studio?

 

08:18          So all of a sudden your chef that does Mexican food is now trying to do the Italian menu, cook the Italian food, right? Your teacher that teaches [inaudible] really well is now trying to teach an Ashtanga class and not doing it well. Right guys as we’d like. So we have to have consistency in our studios. That is, that is it. So if you’re on teach Ashtanga and, and hold to that, if you’re an Iyengar teacher, teach Iyengar. If you’re doing Jeevan, look dude, you even moved, like niching down is show. So, so important in our work, right? You become a master in that craft, right? And so it’s, and what’s going to start to draw

 

08:56          people to you? Yeah, so for us the answer has always been, we train our own teachers. Anyone who teaches at our studios, the only people who teach at our studios were students who took our teacher training because we know that what they’re teaching is the methodology that we use. It’s in the spirit of that we use, now don’t get me wrong, like we have, there’s always cycles and studios where like you have people that are with you for a long time and then they end up life change. They have a life change, they have a life event or you know, they just move and all of a sudden you have newer teachers and so you’ve got to like nurture them more and help them out and they’re, you know, they’re just like trying to sow their oats of teaching and get their, you know, their feet wet and get like the flight time in.

 

09:33          And so there’s always these like peaks and valleys of consistency. Even within a studio, like even with ours where we know like, man, we’re like in a stride where we have all seasoned teachers and they’ve been with us for a long time and they’re like just rocking and rolling. And then we go through a period where there are newer teachers and like we get some complaints like, Hey, this teacher seems newer and we’re like, don’t worry that they’re going to get better. And we appreciate the feedback. And then what that does, we go to that teacher and then we help them. We give them a coaching session and we get our coaches like to their classes more often so we can elevate and help them facilitate a better experience, not just for the teaching but for our students because this is the delivery, this is the fulfillment, this is us delivering on the promise that we’ve made in the beginning that, Hey, if you come here and you practice, this is what you can expect to experience and these are the results that you can get.

 

10:21          And then when they go in, I know they’re getting them. I know they’re getting them and that means what happens next, this next level is we get to retain them because they’ve experienced it and they get the results we’re looking for. They have the experience after class, they’re not leaving, they’re not going anywhere else. And if we’ve done that after the conversion, after they bought the intro package, if we’ve nurtured them well enough in that process, then not only are they retained, but they’re not going anywhere else. They’re not looking anywhere else because now they are like, they’re not just getting results. They’re fans. They love what you do. They’re your loyal members who are now guessing what? Telling other people about it. We have this, we’ve been at it for 15 years and we’ve been so consistent over the years. We have got crazy word of mouth and it’s just simply because we’ve committed to consistency and we’ve like, we’ve designed the entire process, our entire studio around us teaching our teachers it, putting them in the studio to teach the students, and then there’s students who fall in love with it, end up [inaudible] in the process and escalating up this what we call a value ladder, which is really like kind of a value stairs because if you looked at it, it’s not a ladder at all.

 

11:27          It’s stairs, but it’s like I come in as a student, so this is the next I’m pivoting into from now. How do you fulfill to, okay, now they’re in, they’re a member. They have signed up, they are coming in. They’re excited. They’re like, they’re a fan, they’re loyal, they love it, and you’re given results. And so like they’re your favorite people. Before you jump in there, I’m going to pause just for a second cause this, Chris talked about this and I just want to pull it out because it’s so, so important. The of coaching.

 

11:54          So if you are a studio owner, you’re running your studio and doing your thing, you have to coach your teachers or mentor them, mentor them. You have to have, or you have one of your senior teachers be a coach or mentor. The other teachers. You have to get your eyes and your body into their classes and see exactly what they’re teaching and, and help them get better in the process that you choose for your studio, right? So that everybody has this consistency. So you’re as a team of teachers and a studio moving in a direction together, right? Everybody understands what the bigger picture is and how we want to help people break through, right? How we want to help heal people in this process, right? So regular team meetings, that coaching and then the other piece that we’re going to talk about, we’ll probably hold another episode on this is is develop your own teacher training. So you are developing your teachers and you’re creating exactly what you want for your studio. And then we jump into the next piece which is, which is how do you retain them,

 

12:54          how do you get them to stay with you over the longterm and then how do you then like ascend them up? What the value item meaning they pay more for a bigger experience with you, a more transformative experience with you. Whether it’s personal development, oftentimes for most studios, and it’s been for us this way, we’re right now playing this year with a different model of that of what I’m about to say, which is the next level is teacher training. Right now people have like there’s the good and the bad with that. The good for us is that we create our own teachers, which goes back to the fulfillment piece. Cause now I know that the people that are coming in, the results that they’re getting, the experience they’re getting is consistent across the board. What it also does for us is it becomes a source of revenue and a really profitable one at that because we now have students who fall in love with the practice and it’s just, and I swear it’s, it’s woven into the fabric of our DNA.

 

13:48          Once we fall in love with something, we intuitively want to share it with others. And when people have gotten results of like, man, this has changed my life. It’s taking me through some of the hardest times of my life. Some of the biggest struggles, the biggest hardships and losses and divorce and death and just life changes and moving and all this stuff, job changes like the, the practice has been the foundation that has helped them get through that. They want to then share that with others. They want it to help facilitate that experience for others. And so the next logical step for them as men is maybe for me it’s like I want to share this. I want to teach it. I want to teach like I want to teach, I want to teach other people to do yoga or it’s I fallen in love with it and I just want to learn more.

 

14:31          Why do I feel so good? Like what is really happening on the mat? Why do I feel so stress like stress-free afterward and how, what does that mental clarity about and how does it really help me with my body because my cholesterol levels have plummeted and I’m like done all these physiological things that don’t make like a one-to-one relationship with peers. Inhale up dog, exhale down dog and all that stuff. They just want to deepen. So the next level in the Ascension of the, in the value ladder idea is basically what can you offer them that they’ll pay more for

 

15:02          that you’ll give them bigger results within your studio. And a lot of it comes down to, obviously teacher training is one of those, but it’s a way of them understanding the deeper aspects of the practice. And so they’re coming into your studio and doing Austin right there on their mats and moving. But can we provide them with that next level? A teacher training is a wonderful next level because obviously in teacher training they’re going to deep dive into the practice itself and the poses and what they, what we do on our math. But also we get to teach them meditation and understand how to actually sit still. And the benefits of that along with components of personal development, which is yoga is the oldest personal development system ever. And so if we can teach them how to develop a life, design their life on purpose, have a purpose-driven life, you’ll blow them away.

 

15:47          And then so the other aspect of this is like is that some people don’t want to do teacher training, but they do like, so maybe I’ve practiced at your studio for a while and I love what you’re doing, but I don’t really want to be a teacher. I’m not interested in getting up and teaching in front of people. Is there a way of, for me to deepen my practice without actually taking a teacher training? Right? There’s a market for that, right? There’s a market for that. People want to jump in and do something more, but they’re not really ready for teacher training. And so in a young studio owner’s mind is like, well then workshops. Workshops are great, but they’re just little one-offs. Yeah. If you can put together a bigger package for them, a bigger experience for them, uh, something that’s that you can teach, like the deeper aspects that you, maybe you would, that you would probably teach in teacher training or the personal development side, that is a bigger thing that they’ll pay more money for that be involved in this in a challenge or a mastermind or something that’s bigger. You have the opportunity to not only radically change their life, give them crazy value, but to help you on the, on the financial end as well.

 

16:52          Yeah. So the question for us that we’re looking at this year is what type of program can we create that isn’t a teacher training? Because it’s, you get a very specific type of person who wants to do that. But in some people are like, well then you’re like, you’re creating your own competition. They’re going to open up a yoga studio down the way, and I don’t really ever have a fear of that quite honestly, because I just hold true that if I’m doing what I’m doing well and I’m continuing to ask the question of how can I do more for the students that are coming in and make the experience even better, then it’s not really a competition thing that I have to worry about. It’s me being better within my own organization that I have to worry about anyway. But that aside, there’s another Avenue like John was just talking about like, so the question I’m asking you and the question that if you’re a yoga studio you should ask yourself is, is there a program that I can create that costs more, that I can charge more for that maybe longer term that I can get very specific results that’s kind of in that personal development realm, but getting a very specific result.

 

17:48          Maybe it’s like a meditation program. That’s kind of been my thought lately. Or if it’s like a nutrition program or something that like that I can say like, Hey, this is the result you’re going to get over the six-eight 10 12 week period and it’s going to cost more because you’re going to get coaching and then you get online resources and you’re going to get like live classes, like private classes and that. We’re going to talk about it and we’re going to like, if you have to set up the offer, we’ve talked a lot about offers in this podcast, so you do it right, but then it’s a way of adding more value, getting people bigger results, tying them deeper into your culture and also increasing your revenue ELA at the same time. So that’d be great ideas and great examples of upselling.

 

18:28          But let’s talk a little bit about potential. Could we talk about retention as far as like the product and develop and making sure that in the delivery side of it, it’s incredible, right? So you’re adding just amazing value but like, but if somebody is on your best membership, your premium membership and you want them to continue on their premium membership, what kind of things would you do as far as like value at that stage where you retain them, they consistently come back, they consistently keep their membership. Talk about that a little bit. Like what are some ideas as far as retention? Well, what happened last year was we realized because what we’re really saying is man, these five core functions of the business, our way, a framework of looking at your business and seeing where can you do better? Like where can, where are the gaps and how can you fill those gaps and what can you do to make each segment of that better?

 

19:16          What we’re incorporating right now is lead generation, nurture, and conversion, right? But now we just did an analysis yesterday at the time we’re recording this and what we looked at was, Oh, the retention aspect of it is where our next gap is. We do well on the fulfillment of it. And there’s obviously, like I said, little ups and downs with that. So where is it? So the brainstorming that we’re talking about is how can we do, like for the members, for the premium members, we have three tiers of membership, but maybe for all the members are premium members. So this is kind of brainstorming on the fly on the podcast is how like events that we can bring them to that are free for them, but that just say, Hey, thank you for being who you are and we’re gonna throw this event together. Private classes that are just for them seems so simple, but it’s powerful.

 

20:03          Just cards, snail mail cards. You know, here’s the difference when like you can send an email, but you know that the amount of effort it took to send an email was low. When you get a card and you realize that means someone had to buy that card, they had to take the time to handwrite it. They had to like lick the pillow and I’m joking, but I’m not joking. And they put a stamp on it and they had to take it to the mailbox and they put it in the mailbox and lifted up the handle to say, there’s a mail in here, you’ve got to take it. No man, male person like you get that and you know it’s more valuable because of the effort that they put into it and so little things like that. It doesn’t have to be like, I’m throwing this like $5,000 event and I’m bringing everyone in and we’re having a big old party, whatever that is. You can do little things. This is what we’re brainstorming

 

20:48          is how can we do little things that show a lot of value that won’t cost a lot of money but that are really appreciated. Yeah. One of our teachers are his actual mentor. He’s not one of our teachers directly, but he has a business where all of his premium members, every once in a while he’ll send them cookies or send them a Starbucks card, a gift card for Starbucks like he does. He’s a little like, and it’s random, right? These little things throughout the year. You’ll just send off the people that have been with the longest, some special little gift in the mail. And it’s like Chris said, it’s actually going in the mail to them. And it’s one of those cool things that people really appreciate that, that say, okay, you, you didn’t just do, give me a discount on something or just and just send a mass email to everybody.

 

21:26          You actually took a little bit of time. So people appreciate the time spent more so than the money, right? Because time is one of those resources that we do not, we have limited supply. Money can be replenished, right? We can get money back and it can leave. We can get it back. Time’s not like that. Right? It’s a, it’s a valuable resource. So if people realize that you spent the time to actually do something, to, to go to that next level, uh, they really appreciate it and they will stay with you. Yeah. So if you’re listening to this and you’re a member at hot house yoga, know that we’re thinking about you and we’re trying to make your experience way better. And if not, if you’re a yoga studio and you’re hearing this, start implementing little things, it can be something as simple as like, just like if someone has to suspend because they have surgery to make sure that you ask them how it went afterward when they come back or to send them a get well soon card. Like it’s so simple sometimes and so little. But for me, I know I overthink it and I think it’s gotta be this big grandiose thing that we do and oftentimes it’s just little things that show that you care that take a little extra time but don’t actually really cost a lot of money. Yeah. So hopefully you got some value out of that. There are some gold golden nuggets in there. Chris, take us out. Do work. Honor the struggle. Make the world

 

22:35          a better place. Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.

15
Jan

30: Yoga Marketing: The Old Way Vs. The New Way – How To Increase New Students And The Amount Of Introductory Offers You Sell

General marketing and direct response marketing

What Is This Episode About…

In this episode, John and Chris will talk about the difference between general marketing (the old way) versus direct response marketing (the new way). They will dive into the old forms of marketing they’ve done in the past and contrast them with the new forms of marketing that they do now while looking at it all through the first three core functions of a business, namely; lead generation, lead nurture, and lead conversion.

One core way of differentiating between general marketing and direct response marketing, is to look at how they are evaluated. General marketing is designed to increase awareness while direct response is evaluated on the basis of sales results. In reality, direct response focuses on a brand and the long term impact of the messaging being put out into the market. Unlike general marketing, it’s designed to produce a sale now rather than in some distant future.

General marketing on the other hand, is all about putting out ads, which are usually too costly for most mom and pop yoga studios to afford, and hoping that potential clients will see them and come in to purchase whatever you have to offer. Doesn’t sound so worth it, right?

Well, if you’re a yoga entrepreneur and you wanna learn more effective marketing techniques that will also save you thousands of dollars in wasted money, then stay tuned as John and Chris dish out more actionable advice on that. Enjoy!

Key Points Discussed:

  • How John and Chris burned $3,500 on a newspaper post-it note that brought zero leads (00:52)
  • General marketing versus direct response marketing (03:07)
  • It’s all about putting the messages out there without any way of measuring the results (04:43)
  • How direct response marketing fits into the yoga studio world (09:23)
  • The area where yoga teachers can really thrive (12:07)
  • Do direct response marketing instead of general marketing, and Facebook is where it’s at (15:58)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released January 15, 2020

Episode Transcript…

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors

 

00:00          Alright. So today, we are super excited. We are going to talk about the difference between general marketing, or what we call the old way versus direct response marketing, which is the new way, and we’ll just break it all down and give you everything we know. This can save you thousands of dollars in wasted money.

 

00:21          What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.

 

00:52          Okay. So, here’s a great story. We… as it was 2000 and… January. January 1st, 2017. Just prior to that, John and I were preparing for this impending split of our business where the four partners were splitting up. We, our oldest brother lived up North in the capital of Virginia in Richmond, and there’s two studios there, and we’re all set. We had the contract signed, and he was taking control over those, and we were taking control over the two yoga studios, hot yoga studios in… one in Virginia Beach and one in Norfolk in what’s called Hampton Roads. And we were collectively all three of us buying out our fourth partner. Alright. All good. It was tough there towards the end, but we got to… finally got to agreement, we signed contracts and all of a sudden we’re like, “Man, January one. This is the go time for hot yoga. Like we are ready. We gotta be like, what are we going to do? Like what are we… how are we gonna market it? Let’s do something. Let’s go big though.”

 

01:49          And so, what do we do, John? We had a contract with a marketing company in the area, and we had to spend a little money, I think at that point with them. So we decided to put a post-it note on the front of the very first paper of the year. So, this is… this paper is the Virginian Pilot. It goes through all of the seven cities of Hampton Roads, and the post-it note is on top of it. We knew from their data, that this January 1st newspaper is the most read newspaper of the entire year, and so they’re like, “Listen, this post-it note on the front is going to cost you $3,500, but it’s going to be delivered to this number of thousand…” I don’t remember what it was. It was like 60… or 60,000 people. So 50, think about it, “50 or 60,000 people that live in this area of the seven cities where both your students are located, are going to see this post-it note, first thing on January one, the New Year’s resolution time. They’re going to be so excited.” And, so drum roll. Zero. Zero. We had no crickets… come in that we knew of, and this is one of the problems we’ll talk about, that we knew of that came in because that post-it note.

 

03:07          We basically took $3,500 and lit it on fire. Darn it. Darn it. Darn it. It was one of those, you never fail, you always learn in there, cause… because there’s always a result. Right? And so we… if… as long as we keep that mindset, we spent $3,500 for a good lesson, but this… what this story highlights is the difference between the old way of marketing, the new way of marketing. What we’re going to talk about is general marketing versus direct response marketing, and how this plays into the five core functions of business, which was what we talked about last time. We’re going to break that down a little bit. So, so general marketing is what we just described. Right? You throw an ad out there, and you put it either on like the radio, or in the newspaper, or TV spot. And, there is zero way of measuring it.

 

04:01          So we don’t know. Like we put this ad out and like we don’t know the response and what these media companies say is, Oh, we know that this number of people watch at this time or view at this time or they read the paper and so we can tell you that your ad will get eyeballs on it, but I don’t know what they do with it. I did know that post-it note, nobody did anything with it because we even had like, Hey, if you see this and you come in, mention it and we will

 

04:31          give you such and such discount. Yeah, bring it in and you get a discount. We even had a, we had the call to action call action, right-click on this link that was actually on there and you can get a discount. So we had ways of tracking it and we did not get it.

 

04:43          Anything from it and that’s the problem with general marketing is that you’re putting these messages out there without any way of measuring it. And those forms of media, they are expensive. I mean literally like this little post-it note going on, all those things. $3,500, right? We are fortunate, we’ve been in business for that long and we had the ability, the marketing budget to spend on it. But man, yoga studio, small mom and pop yoga studios don’t have that in their budget to gamble on general marketing in the hopes that someone will come in because of it.

 

05:12          And so what we’re really talking about is lead generation. Like this was the very first core function of a business lead generation. How do you get people, how do you get eyeballs on your ad? How do you get people in your studio? How do you get people moving in your direction? Right? How in the old way it was exactly what Chris said, it’s newspapers, rags. It’s a TV. If you can get a TV spot or it’s a radio spot and then you’re kind of praying, hoping that people see it and come in from it.

 

05:41          And so the lead happens when someone walks through your yoga studio doors, right? Then, Oh, there’s a lead. There’s someone who’s interested. And let me give you information or let me give you a tour. One of the problems is that like if you were to do general marketing, most of yoga, close their doors and lock them 30 minutes beforehand, that’s when they opened. And once she was behind the desk, a teacher who doesn’t know how to sell and doesn’t know all the ins and outs of actually what compels people to buy and what they’re looking for. And so or, or at worst they just said, yeah, come on in and give it, we’ll give it to you for free. Right? And it’s like, so it’s crazy how backward and archaic most yoga studios are operating. Now back to the direct response lead generation. So when we started learning this, like we were in earnest in 2015 right through 2016 we joined a mastermind group.

 

06:32          We started learning and it was really all like online marketing, direct response marketing and that’s what it’s called in the world is direct response marketing. What that means is you put an ad out [inaudible] someone like has an action to take and only one action to take. So some of you may be thinking, well I do. I put an ad out and then I give them a link to my website. No, that’s not it. Because there are so many things that can distract them on that website. There’s not one thing to do. There are a thousand things to do. Oh, your website has a testimonial page. It has about us. It has. Why the heat? It has, why yoga has the traditions of yoga. I mean, how many years contact us and here’s like how many schedules? And there are literally hundreds of tabs, hundreds of ways to get lost inside.

 

07:15          Think about every tab as a doorway that people can get distracted and eventually click off, right? So this is what happens with most of us is we put our ad out, we say go to our website and we hope that they get to our website and are interested enough in all of those things that they contact us, right? That is the recipe for them to get distracted and disappear and never contact you at all. Your website is just an online brochure. That’s it. So what we mean with direct response marketing and so when we joined these mastermind groups back in 2015 what they taught us was online marketing and we’re like, but we’re a yoga studio and we’re offline. But we understood enough that men, there may be a way to marry these two things together, a brick and mortar online yoga studio with an online understanding of how to get leads, how to get new people to the doors because they are the lifeblood of your business.

 

08:06          There was a, I think a 2016 study, but it was by I think yoga lions and they joined with I think yoga journal. Yeah. And they did this big meta-analysis and it said that 60 or 80% I can’t remember what was it, it was between 60 and 80% of the people that are with you now as new students will not be with you in a year. So between 60 and 80 I’m going to go check the numbers. I didn’t check it before this percent of the people that are with you now as new students are not going to be with you. They’re just going to fall off. They’re going to be out. And so what that means is we need a process by which we can keep new people coming in and general marketing doesn’t do it. It’s very expensive. You can’t measure it and you don’t know how good you’re doing. And then if you bring people into the studio, then do you have a process by which you talk to them and sell them in the studio to be able to buy the introductory package? Yeah, it’s 80%, Chris. It’s almost 90% yeah. Some studios that do a good

 

08:56          job with all of this, get that attrition rate down to closer to 60 bucks, 80% for on average for gyms and yoga studios. So let’s define lead generation a little bit more. Let’s go. Let’s clarify that. Cause we’ve been talking about new marketing versus old marketing, kind of what we did. So specifically if someone’s listening to this and they’re like, okay, what is lead generation exactly. Is it like if I just put an ad out and then get them to do an action? Like what defines lead-generation? Chris,

 

09:23          back in the day a lead was someone walked into your yoga studio. They are now a lead. Meaning they have walked in. There they are, you can shake their hand, you can get their name. Hopefully, you can get their registration form. So you have a number you can call them and follow up with them. That’s the nurture aspect of it. But let’s pivot now. So that’s old-style new style is you actually acquire an email from them. This is in the online world. Again, we’re going to bridge the gap because like some of you may be thinking, but I’m a yoga studio. How does online marketing, even like direct response marketing, how does it fit into my world? And we’ll tell you how it fits into your world right now. So Chris,

 

09:59          I can hear yoga studio owners saying like, well I do online, I do social, I post social almost every day

 

10:08          and they punch and they mistake this love in my heart and they mistake this for advertising.

 

10:15          Right? And this is not just obviously not in the yoga world but in brick and mortar studios everywhere. And what people think of as online marketing is, Oh, I’ll just do a social post

 

10:25          once a day

 

10:26          and get people to do stuff of my social posts. Like what are we talking about? Like online, the difference between like doing the social posts every day or once in a while and saying, okay, I did my, my free online marketing, uh, versus actual online direct response marketing lead generation.

 

10:43          Well the difference is when you’re online doing like the direct response marketing, you’re throwing an ad out and they have one action to take and you’re giving them value. Like you’re giving them information that they like really want and need in their lives because they find value in it because it’s going to help them solve a pain point that they have a problem that they have. And then but in exchange for that value, and you can do this in a number of different ways, but we’ll just say for like the concept itself, in exchange for that value, they give you their email address with which you can then follow up. So the lead has been generated when you now have a way of communicating with them. And so we’ve thought we were going to separate these in different podcasts, but it’s hard not to talk about all of them.

 

11:23          So we’re going to talk about lead generation, lead nurturing, lead conversion all in this one because once you’ve got their email address you can then follow up with them via email. Now if you’re on Facebook and they express interest in the post that has what, it could just be a video or it could be like, Hey, here’s a video and here’s a link and here’s the information that if you want you can have it. Just give me your email address and I’ll give it to you so that you can then follow up not just via email or, but you can also follow via Facebook and what that leads you into. Once you have a way of communicating with them, you can now nurture them. And all that means is continue to like talk to them about stuff they care about and provide value and help them like solve problems genuinely from the heart.

 

12:07          This is where I think studios and yoga teachers can really thrive is because like we have huge hearts and we want to help people. It’s like it’s pure that the intention of what we’re doing and what we’re offering [inaudible] like it’s pure and it’s good. And so when you can marry that, like that intent with the power of direct response marketing, you have something very, very powerful, very potent. So if I collect an email or collect emails and then I start to nurture meaning specifically meaning I consistently send them emails with some really great information and good value. At what point do I make an offer? At what point do I then jump to the next phase of lead conversion? Is it I send one email with something cool and then say, Hey, I got this great offer. So well the answer to the question is it varies.

 

12:55          There’s some statistics say that they need to see and hear from you at least seven times before they’re now ready to make a commitment and actually purchase your introductory package called touchpoints. But it really depends on like their level of awareness with their own pain. And there are other problems that they have and what they believe is the solution. So people that need more nurturing, they need more touchpoints, more contact from you are people who don’t have readily the pain apparent to them or they just don’t know that what you do as a solution for them. And so there’s the education process that happens. So anywhere between probably minimally seven points and all the way up to 16 it was one of the last things I heard. 16 touchpoints. So what this is what’s so interesting. He says then at some 0.1 of those emails says, Hey, if you’re interested in doing yoga with us, here is an offer and click on this link to go to not your website, not the website page that has one action and that is push this button to purchase this offer and fill on your credit card information and then you will get X offer and you’ll be able to come in for this duration of time to practice whatever the offer is, 30 days or two weeks or whatever it is.

 

14:14          But once they’ve done that, once they’ve made the purchase, you’ve converted them. So you’ve gone from lead generation to lead nurture, you’ve nurtured them, you’ve communicated, you’ve educated them, and then you’ve converted them. This is the thing, once they’ve converted, that’s when it actually starts because we have these like two tiers of leads. One you, they don’t know who you are and they give you information so that you can communicate with them and then now you’ve nurtured them enough and you’ve said, Hey, I can help you. And they say, okay, I’d love to be helped. And then they buy. Now it’s time to fulfill on what they’ve just bought because as a yoga studio owner, our lifeblood is memberships, memberships, getting people who are paying you every single month, recurring eat day or month in and month out so that we know we can look ahead and say, Oh, this is the guaranteed revenue that I have coming in next month, which allows us to take the news of that financial news of not knowing and like loosen it and be like, okay, I know this is going to come in next month. Now let me figure out how to get more people.

 

15:11          It gives you breathing room guys. And so if we can understand in our businesses how to get leads, right, how to bring people in into our orbit literally into our orbit, like whether it’s online, through email and or if it’s on Facebook and I’m just putting out great content and people are engaging with it and then I’m nurturing those people through direct email or with more online information, retargeting through Facebook, Facebook, this amazing stuff. As far as marketing goes and then I’m able to convert them into that initial intro package. Then the work begins. The next podcast we’re going to talk about delivery and we’ll talk about the resell upsell and retention of the last two parts of the five core functions of a business. But I hope this was helpful and you’ve got a bunch of golden nuggets out of it. So little recap.

 

15:58          Don’t do general marketing. Do direct response marketing. Yes, get and right now Facebook is where it’s at. Like you go in there and put some ads out, put some content in there and then have one call to action. Have them link them and don’t link them to your website. Link them to a page that has just the information that you talk to them about with one thing to do on that page. One thing to do, whether it gives your email or actually sign up for the intro package. And then what’s beautiful about Facebook too, that’s our main source of marketing right now is you can then nurture them. Even if you don’t give them email, someone can actually watch a video and you can take the people who have watched a certain percentage of that video and send them more information because if they watch more of the video, the likelihood that they’re interested and they have like are there higher prospect to actually come in and join your yoga studio? [inaudible] has increased and so you can retarget them. Now Facebook owns all of that information and so it’s powerful, but always know that getting their information, an email, a phone number or something is the high watermark and direct response marketing because then you can now reach out and follow up with them on your own without having to depend on Facebook’s algorithm.

 

17:03          Yeah, Chris, like a leprechaun. He just wants to throw more gold nuggets all over the place, so join us for the next episode because it’s going to be awesome. We’ll wrap this, the five core functions of a business and talking about delivery. Talk about retention and resell and upsell. Hope this helps and if you haven’t yet, please rate, review and subscribe to this podcast. It means the world to us right now. Just a passion project for us to take what we’ve learned and really just deliver it and hopefully you find value in it and helps you in your business, help you in your studio’s, helped you in your business and help you find some financial freedom. So remember, everybody, thanks for listening. Do the work. Honor the struggle. Make more of a better place.

 

17:45          Talk soon. Peace.

 

17:50          Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks

8
Jan

29: How To Know Where The Gaps Are In Your Business.

Yoga entrepreneur how to successfully run you business consistently

What Is This Episode About…

In this episode, John and Chris will seek to answer a question about the five core functions of a business. When they were starting out with their business, they didn’t know what those core functions were. Chris didn’t even pretend to know what they were while John would either lie that he knew them or make them up. That was until they heard about Alex Charfen’s Billionaire Code from some of their coaches, and the five core functions of business just so happened to be one of the core teachings of the code.

The five core functions include lead generation, lead nurturing, lead conversion, delivery/fulfillment, and resell/upsell or retention. For a yoga entrepreneur to successfully run their business consistently, they have to analyze the business based on the five functions by creating a scorecard of each function, and then focusing their future efforts more on the functions that they are failing in the most while still ensuring that they keep working on the rest of the functions, because a failure in any of them leads to the overall failure of a business.

John and Chris will talk about how they learned to implement the framework of the five core functions and advise us on how to efficiently implement them in our yoga businesses. Stay tuned and enjoy.

Key Points Discussed:

  • The systems and processes for a business that helps you scale it and creates free time for you (00:48)
  • Looking at our businesses through the framework of the five core functions and how that can change everything for the better (01:42)
  • If one of those is not working, your business is not working (02:58)
  • The importance of leading in the decision-making process (05:19)
  • How to do your lead generation, nurturing, and conversation (07:29)
  • Caring about students getting the quality of experience that they’re looking for (11:06)
  • It’s all about balancing five swords on their tips (13:24)

Learn More About The Content Discussed…

Join The Facebook Group –> http://bit.ly/yogaentrepreneur

When Was It Released…

This episode was released January 8, 2020

Episode Transcript…

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors

 

00:00          Alright. Welcome to YES (Yoga Entrepreneur Secrets). And, the question for today is, do you know about the five core functions of a business? Because if you don’t, that is probably why you’re not as successful as you want to.

 

00:17          What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.

 

00:48          Alright, so Chris. Five core functions of a business. Five core functions of a business, John. I had no idea what this was in the beginning of… oh man, today is the last day… as we’re recording this. Today is the last day of 2019. At the beginning of 2019, if you asked me what the five core functions of the business was, I would say, “I don’t know what you’re talking about, and why are you talking to me about them?” I would make something up and… John would lie. I would be honest. Straight bald-faced lie, but I would try to make something sound good. It’d be a white lie. Which is still a lie, John. So, Chris and I are part of a mastermind, and in this mastermind, we heard of a gentleman, Alex Charfen and he is a basically a Ninja when it comes to businesses. His business is called The Billionaire Code, and it’s all about like, the systems and processes for a business that helps you scale it and creates free time for you.

 

01:42          Almost all of our coaches are working directly with him, and so, through some of our coaches, we heard not only of him but some of his core teachings and one of them are the five core functions of a business. You want to tell me what those are Chris? No, I want to keep the story going. So, we’re in this mastermind group and… and Steven Larsen who is the main coach in the group, talked about Alex Charfen. He talked about these five core functions of a business, and what was really interesting he said is, every quarter he looks at his business through the framework of those five core functions, and he analyzes it. He basically gives himself a scorecard for each one of these five core functions. And what that does is it then organizes what he focuses on for the next quarter, whichever one scores lowest is what he pays attention to most in the next quarter. And, what he said is, this has revolutionized his business. It has changed everything. So beginning of 2019 I had no idea what these were. Second-quarter of 2019, we were introduced to them, and then we started looking at our business through the framework of these five core functions. Are you ready to tell them what they are? Third-quarter. Yes. Five core functions. First one’s lead generation. The next one is lead nurture. The following one is lead conversion.

 

02:58          The next one is delivery or fulfillment. Or fulfillment. And then the final one is reselling/upsell or retention. Thank you Chris. Retention, resell, upsell. It is everything guys. Like this is… if one of those is not working, your business is not working. In order to create a successful business, all of these need to be worked on, and obviously, you focus on one and another one could start to deteriorate a little bit. That’s why every quarter we give ourselves a scorecard and say, “Okay, what out of those five… where are we in and what do we need to pay attention to the next quarter?”

 

03:33          Yeah, so you, I don’t know if we’ve talked about it a lot on the podcast, but you know we’ve been in business for over 15 years now owning yoga studios. We’ve been teaching yoga for longer than that. We were in martial arts world are much longer than that, but for the majority of that time, John and I, our main focus, if we’re looking at our business through the five core functions was on delivery and fulfillment. Because our main focus was what is going on in the yoga room, right? How are our teachers teaching? What are they teaching? How can we make the sequence better with this new information about like where we, the methodology we use is Mio Fashional methodology. Like we didn’t know that for a while and so we were doing our best teaching, but when we learned it, all of a sudden it was our job to implement this new methodology, this new framework of sequencing into our classes.

 

04:24          What I’m saying is all of that is related to the fulfillment of what people are getting when they came into hot house yoga because we didn’t have any idea what the rest of the five core functions were. We thought that if we could just fulfill if we could do the best on that side of it, that’s all we need to do, and so it would create the most excellent experience for people that we could possibly put together and our businesses still struggle to get to the point of where we actually wanted them to. Now it made a difference because people would, if you create something remarkable, people remark about it. It’s amazing. It’s nice when you put something amazing together, people will tell other people and people will be excited about it. But the people that don’t know anything about it, you have to generate [inaudible] this buzz about it, right? You have to create some type of buzz. Like in your business, you are the market or you have to put your, take a Bullhorn in, preach your message, let people know what you do and how you can help them. Right?

 

05:19          Yeah, totally. So in that fulfillment, what we realized was that consistency is most important. So we focused on that and part of that consistency was, okay, now we need a coaching program. So we developed a coaching program and then we’re like, man, we need teachers. And in the beginning, we were sending teachers to where we got certified and all of a sudden realized, man, it’s just not working like that. It’s not working for us anymore. So we develop our own teacher training program. And so, but you can see it’s all very, very focused on the fulfillment aspect of it and that was super important. But what we didn’t have control over of those beginning years was like, how are we generating those leads? Like we are part of the decision-making process, but we weren’t leading it. We weren’t like being the innovators of it. We weren’t creating the promotions.

 

06:00          We were like, do you guys like this or not? Yeah, we’re like, let’s go. Honestly, I didn’t care. I didn’t care to know about what was going on. I’m like, you guys run with that. I want to focus on the yoga and then come 2016 we were like, Oh, we actually need to care about this because it’s now up to us because that was when we separated the business. So 2016 we did a little bit better than we did in 2015 2017 we did better than we did in 2016 we have all these numbers. We’re not going to share them with you just yet. And then this last year, 2019 18 was better than 17 and 19 has just been huge. And it is not a coincidence that the year that we learned about the five core functions of the business and we started making decisions based on where our leaks were in these five core functions, lead generation, lead nurture, lead conversion primarily.

 

06:47          And we started focusing on plugging the leaks. We’ve had our best year ever in 2019 we still have today while we’re still today. See all today goes. Yeah, we’ll take everything down just today. And then once you generate leads, how do you nurture those leads? How do you stay top of mind, right? Cause that’s the other thing. Like you can put a message out, but how many times does somebody need to see a message? I know back in the day it was like seven times. And I think now because of everyone’s short attention spans, it’s like 16 times to be in front of their face before they actually realize or take action or know that you’re in the uh, their orbit. And then converting those people once they get interested. And once they move in, how do you get them to actually take the next step and convert them, move them into your process, right.

 

07:29          To be able to help them. So, and then once you’ve delivered and like people are moving in, they’re moving in with you. It’s so funny. I swear you were just picking up my brain. Right? Cause I’m like if you look at this, it actually, it kind of works in all and a lot of areas, I won’t say all areas of life cause I’m sure you’ll figure out one that doesn’t work. But like to think about dating. So funny, right? You were thinking about dating cause that’s, I picked up on what you’re putting out and so, so like you don’t go and meet someone and say Hey do you want to marry me? I love you. No cause they’d run away, Hey do you want to move in? Right. So you gotta like generate the lead and be like, Hey would you like to go have some coffee or tea or go have some lunch.

 

08:10          Right. You’re not even going to dinner before that. Cause that’s kind of lead conversion. I think even before that, it’s lead generation where you make eye contact, right? You see them and then you look away and you pretend like you didn’t see them. Right. You’ve generated, there’s an attraction, you start showing up at the same place, they show up. You kind of like you see them a few times and there’s the lead generation piece. Yeah, totally. But then the nurture is like, Hey, how are you doing? What do you do? You want it cause then you’ve got to ask, right? So you’re like the attraction happens and then when you ask the person out, then it’s like now the lead has been generated. Like they know you’re interested. Their nurture is now like what do you do? Do you go have lunch? Do you go have coffee? What do you like? What’s that process look like? And how many of those do you do? So you’re not like one coffee and you’re like let’s move. I love you.

 

08:58          You then say, Hey, let’s do this again. Hey, let’s do this again. When I first am I after the first lunch date with my wife, I got to like the side hug with the tap house. The hugs when like you’re not like squeezing holding. You’re like you got a little squeeze and then it’s like, okay, that’s enough. That’s what I got. I thought it was done. It could be a friend hug zone, but I was like, wait a second. I thought that went way better than she did I think and so I haven’t nurtured enough so I need to ask her out again and again and again, but you see at that point the conversion is like, okay, we’re dating. It’s official meaning it’s official. Can I say I’m in a relationship on Facebook, right? That’s the day that it’s official not change your status on Facebook.

 

09:39          Yeah, you got to change status, but if you look at that, it’s the same framework. Like when you ask somebody to come in, you’re giving them an introductory deal. Now that introductory deal like should help them in the process of however long that introductory deal is and however many touchpoints there are. How many classes are involved, like that is the nurturing process and then the conversion is how do you get them into a membership versus dating, which is, Hey, will you just be exclusively my girlfriend or my boyfriend? Yeah. Right. And then delivery is showing up. Right? And in the relationship world, not as your representative, but like now showing up as you like who you really are. Because in the generation and the nurturing process, in the conversion process, it’s not you really [inaudible] representatives. Totally representative. Like this is me I want you to believe is the best version of myself. Yeah.

 

10:30          And then retention is putting in the work, and this is, I think in, I always staring off into a relationship conversation, but this is where relationships fail is one person or both people stop trying the retention piece. It’s the resell upsell, right? So you stop trying, you stop putting the effort. It’s usually around the two two year Mark I think is what? Five love languages. Gary Chapman, the author of five love languages says that two years Mark is when we get comfortable, we get caught in this experience of. It’s the idea of familiarity. You’re so comfortable with a person that you stopped putting in the work.

 

11:06          Yeah, and so if you had like as far as your business is concerned, if you had someone stay with you for two years, that is huge. The lifetime value of that person. Like you have done a great job, but what we’re saying, not in relationships, this is almost like a relationship podcast now is that they’re ha you have to keep putting in the effort once they’ve converted, converted mean they’re a member now. Right? The high watermark for yoga studios to get leads from the generation to the nurture to the conversion is like now they are a member. They’re paying you every month to practice and how are you like again, how after they’ve signed up for the membership, the retention is how are you handling them? Meaning how are you taking care of them? What are the touchpoints? Are you still talking to them about it?

 

11:44          Like are you still caring about their experience? And then that’s for us, what we’ve really organized really well at this point is that fulfillment of it, knowing that the consistency that they get, the care, the love, like I, we know what our teachers are teaching, we know the methodology that they’re teaching, so we understand that the consistency is there so that they’re getting the quality of the experience that they’re looking for each and every time they come in to practice. Yeah, I think that’s as deep as I want to go into it right now what we’re going to do is we’re going to break down each segment of these five core functions. So next episode we’re going to talk about lead generation and what we’re doing right now, what we’ve implemented that has changed the game so and then we’ll talk the following episode on lead nurture and ways that you can do that better.

 

12:29          And then we’ll go through all five of them and tell you what we’ve done, right, what we’ve done wrong, how we failed, the mistakes we made and what we’ve done to shore up those mistakes. Now what’s important is for this episode is just starting to look at your business through the framework of these five core functions. Because what’s what ends up happening, and this is what happens for us is like for years we focused on fulfillment and that was our, our focus and we realized, man, that’s really good right now. And then 2016 happened. We’re like, Whoa, we didn’t know what it was. Then 2019 and we learned about the five core functions and we’re like, Whoa, okay. Now this lead generation nurture and conversion thing, we have to, that’s the biggest gap that we have in our business. So I’m not ever expecting that all five will be perfect because as I focus on one, I’m taking my attention away from the other and then when I come back to that next quarter and I look at it, the lead generation, conversion nurture, if that’s like what I’ve been focusing on, I imagine the fulfillment, the retention, the upsell, resell is what I then need to focus on, right?

 

13:24          How am I taking care of the members that are already there? What can I do better? And so I look at it like it’s this, uh, you know, the way in which I look at it as like, all right, I’m balancing these five swords on new tips. All right, on the very tip. And I’m trying to balance them and figure them all out. And as I focus on one, the other starts wobbling and losing their balance. And then I got to focus on them and the other start losing their balance. But each time I do that, each iteration, I’m leveling up each of those. But I think there’s this never-ending growth if it hasn’t been point. What we learned was every quarter, take the five core functions and grade yourself. One being the worst, five being the best, a one through five. And if whatever one of those hits the five, take your eyes off it for a little bit and focus on the ones that are at a one or two and get those up to three or four or five and you know, get some motive movement in those.

 

14:14          And then the next quarter, grade yourself again, one through five in each of those five core functions and see which one needs you need to pay attention to. And if you do that consistently, so every quarter you do that like Chris said, you’re balancing those plates and you’re making sure they all stay balanced and stay on the swords. So that’s what we would recommend for you to do like right away. Cause here we go. We’re starting the first quarter of 2020 yeah. Where are the gaps in the business viewed through these five core functions and then focus on one of them and start making it better. Yeah. Cool. Thank you so much for listening. Like always do the work, honor the struggle and make the world a better place.

 

14:52          But he’s our buddy. Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks