#184: [Coach the Coach] How Can Lindsey Stand Out as a Weight Loss Coach?

During this 1:1 session with Michelle, Lindsey found a way to connect her unique superpowers to a very specific group of women looking to lose weight. If you’ve ever wondered how to stand out in a crowded industry, listen to this episode! And if you’d like a chance to be coached by Michelle, put your name on the waitlist for our mentorship group at http://HealthCoachPower.com/mentorship

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Full transcript:

Michelle Leotta:
Hello, health coaches. We're here with another Coach the Coach session. Today, we're talking with Lindsey all about her weight loss niche, and specifically how she can set herself apart when we all know there are so many resources, books, coaches, programs out there for people who want to lose weight. So, I think this is going to apply to so many health coaches in our group. Lindsey, thank you for joining us today.

Lindsey:
Thank you for having me

Michelle Leotta:
Oh man, so much to talk about. I'm like thinking to myself, where do we even begin? Why don't you tell me, like, when did it hit you or when does it hit you that this, this might be a problem. I might mean need to stand out in this sea of weight loss.

Lindsey:
Yeah. So, you know, it's not where I started when I first navigated into coaching. I quickly realized that after talking with a lot of women that I, you know, is it my, or in my community and that I'm serving that weight loss was what they wanted. And so I navigated to market myself, um, as a weight loss coach and someone that can help them, um, obviously with their other, um, health issues as well, but primarily solving, um, weight loss. And then I realized that, um, through that process, that that is like the biggest niche that everyone has. And while there are pluses to that, because that is a big problem that a lot of people and a lot of women deal with. Um, there's also a lot of people that are coaching around weight loss. And so, um, you know, I just want to be unique and stand out differently, um, and like find my, you know, like self through the process and be able to serve my women the best way that I can. Um, and so sometimes with, you know, getting asked questions, well, what do you do? Well, I coach women through weight loss. Um, it can kind of come on deaf ears of, oh, well, you know, a lot of people tend to do that or are you a dietician or all those different things. So I just thought it'd be a good question to ask you and others, as well as I navigate through learning more about being unique in this niche.

Michelle Leotta:
Yeah. Awesome. Okay. So that's, that's really helpful. Um, and maybe I, I obviously know a bit about your business, but for everybody watching and listening, tell us a little bit about what, like, what are you up to right now in your business? Uh, we, you're part of our, our weekly mentorship group. So I, like I said, I have, I have an idea of some of the activities that you have going on, but we have people listening. You know, some of you guys might be just starting out as a health coach, or maybe you're still in school or whatever. We, we have coaches along the whole spectrum there. So let us know like, what's going on for you this month, next month.

Lindsey:
Yeah. I have a lot going on right now. I'm finishing a current challenge, um, a sugar detox, um, in my private community, um, on Facebook where I've had a lot of, um, a lot of ladies attend. I feel like for, for me starting out, um, I got my certification over the summer last year. Um, so I'm fairly new in practicing coaching. I feel like though I have been doing it for decades, just for free with all of my family and friends. But, um, so right now I have a current client that I'm navigating through weight loss for an upcoming event. And, just trying to really put myself out there for that one-on-one coaching. Um, that is been my biggest, I guess, you know, you could say like marketing or effort right now is just selling and serving from my one on one coaching program.

Michelle Leotta:
Okay. But you had a good response for your sugar detox.

Lindsey:
I did. I had roughly 20 people sign up, which for me, you know, was significant considering I'm, I'm new to coaching. And I've had higher than a 50% like, rate on actually participation, um, throughout the process. So that was, that was great. I think the only negative in that was that majority of the people that signed up for the event were already on my email list. So, my point was to try, try to like grab more eyes. And so, um, that's kind of where I'm, I'm wondering if like how can I set myself apart and grab more eyes, um, rather than just being another weight loss coach.

Michelle Leotta:
Just another weight loss coach. All right. Well, I love what you said a few minutes ago. You said something about find myself through the process. And I thought that was so wise and exactly where we need to go when we wanna stand out. Um, well let me there, there would be another way to do it. I, but I think we're gonna have more luck actually just digging into who you are. The one thing with weight loss could be, for example, like weight loss for people who have had such and such health condition, weight loss for people who live in Des Moines, Iowa. Right. So you could segment like that, right? Lindsey, what state do you live in?

Lindsey:
Virginia.

Michelle Leotta:
Virginia. Okay. So you could work with people in your local area for sure. And, and that's a way to niche down, right? It could certainly be like that, but for you, and for most, most of the people that, you know, coaches that we have inside of our mentorship group, I noticed that we're trying to work, you know, worldwide, and we're not necessarily trying to, you know, niche down by location and sometimes not even by specific health issue. Um, so when you said I could finding myself through the process, I thought, oh yes, yes. For you. This is going to be perfect. So let's set aside business and health coaching and target markets and all that stuff. And tell me, and tell everybody a little bit about what got you into health coaching a little bit about your story. What makes Lindsey Lindsey?

Lindsey:
Yeah, I have a unique story. Um, I was a professional figure skater. Most, most, all of my life. I started at the age eight. Um, didn't really have like a normal upbringing because I was skating or I was living with that were skating or I was, you know, having summers at lake PLA skating. And just so my, my upbringing was a lot different. Um, my dad had a heart attack when I was in high school. Um, and I realized at that point, like we need to all be healthier. Um, as an athlete, I had always been healthier and I had always my weight. But after, you know, my dad's heart attack, it obviously was like, this is something that we just all need to be conscious of. Um, so I kind of helped him through that process, and helped kind of coach and navigate his nutrition cause I knew what to do from, you know, being an athlete.

Lindsey:
Um, and then as I got a little bit older, um, it became an obsession. Like I knew how to do nutrition so much down to the science that, you know, it would be like calorie in calorie out. This is the best for performance. This is what I need to be doing. And so it became an obsession. I developed an eating disorder for a long time, like in the dancer world and in the skating world, it's like they literally will get paid right, to be a certain weight, which is underweight for majority of, the normal population. Um, and so I just always lived that and was good at it and good at weight loss.

Lindsey:
After recovering from that, I realized like I can turn my story and my passion, of, you know, knowing how to lose weight and actually helping someone that needs to lose weight instead of, you know, an obsession around, um, food and around body and relationship. So that's kind of where I've been in the past couple, like years while COVID happened and after I had two boys and a corporate job, um, and my masters, I was like, I just don't know if I want to do this anymore. I wanna work for myself and I wanna do what makes my heart happy. And I realized through kind of like that self talk and navigating my life and my mourning meditations that this is what I wanted to do. So, so this is where I'm at. I'm just trying to figure out how I can bring that into helping women navigate weight loss.

Michelle Leotta:
Yes. I love it. Those are probably interesting things. I'm just taking notes over here. So if you see me writing over here, that's just me right. Saying, oh, that was very interesting. And so that, about how you grew up, what about, um, you mentioned your corporate job. What do you do professionally?

Lindsey:
I am a director at a health insurance company.

Michelle Leotta:
Health insurance. Okay.

Lindsey:
Yeah. Like fortune something 30, maybe more than that. I don't know. We're pretty big.

Michelle Leotta:
Fortune something. It's fine. So for everybody listening, like when you are trying to figure out how can I stand out, do like this? How did you grow up? What are some interesting things about your, your childhood, your upbringing, who you are, your special skills, your talents, um, challenges that you've gone through, why you came a health coach is often, you know, a good starting point for that, but then also what do you do now? So we know Lindsey is a mom. She has two boys. How old are your boys?

Lindsey:
They are... One turned eight on Tuesday and three, so eight and three.

Michelle Leotta:
Eight and three. Okay. So we have a mom of boys just like me and all of these things can start to be clues for who you wanna work with and how you can work best. So, for example, you know, maybe moms of boys, you know, we have our own hashtag you guys ever do that on Instagram mom of boys because we live a different life than moms of girls and maybe there would be a direction for you there. Right. For example. Um, but what stood out to me the most from your stories, of course, this background is, uh, as a figure skater and as an athlete and you must have been competing pretty heavily throughout the early part of your life.

Lindsey:
Yes. A lot like every other weekend. Which I think was probably what developed that like spirit of, you know, high achievement, um, which has been great for me in my life because I'm always achieving and achieving and achieving. Um, and I've realized through that process that that's who I wanna work with. I, I'm not, I feel like I definitely need to be working with women who are in that category of achievement. Um, because I don't want to be dragging client through, you know, working with me. I want them to be like ready to work with me. So, um, I've gotten that far. It's just, you know, how to, I continue to attract them in. And how do I, um, kind of develop myself as I'm new as a complete expert, um, um, in weight loss and, and standing out from others who are doing the exact same thing.

Michelle Leotta:
Okay. So for anybody who's here with us live, I'm gonna throw this out to you guys as well. Vale, I'm also asking you, where can we find where, who are high achievers, women who are, are used to maybe being competitive women who always like to do the thing and get the a plus plus and the gold star and the 10 out of 10, where do we find people like that? If that was our only assignment. So I'm sure you've thought about this already a bit, Lindsey. So off the top of your head, where are someplace that, you know, high achieving women would, would be likely to find them?

Lindsey:
Yeah. I mean, I think of myself and things that I do, uh, you know, obviously like the corporate world, um, obviously the gym. But again, if they're trying to lose that weight, that could go either way, right? Like maybe they haven't been in a while or maybe they're, um, in there trying to figure themselves out. Um, I don't know, coffee shops, um, I've even thought of, you know, doctor's offices.

Michelle Leotta:
Okay. If they were going to a doctor, what might they be there for? Obviously they could be there for anything, but if we know they're high achievers and the type to really overdo it sometimes.

Lindsey:
Yeah. Maybe it's just like a checkup or maybe it's to, you know, get lab work done. I'm not sure if I'm not sure. I think I need to sit more with that.

Michelle Leotta:
We'll come back to that. Okay. Doctor's office. When you said the gym, I actually wrote down CrossFit. Right? And, and so that's where my mind goes with this type of woman. She's not just dabbling at the gym, she's not walking on the treadmill, she's going to CrossFit, you know, and she's not just doing, uh, the gentle yoga class once a week, she's doing power yoga. Right? So if you were gonna go to a yoga studio, you would go to the hot power yoga studio and you'd be more likely to find this type of woman, someone, you know, just has more of this high achieving profile. Okay. And what about in the corporate world? Ooh, it's been a long time since I was in the corporate world. But can you think which types of companies, which industries we would be more likely to find this type of woman?

Lindsey:
Yeah. I mean, it's, I would think like finance, um, obviously healthcare, uh, high level marketing firms. Again, I'm just thinking about myself and my, of, you know, that always wanting to achieve, um, basically climbing the corporate ladder, to try to get to that next level of achievement. And, and so I would think like probably in high positions.

Michelle Leotta:
Management, client facing positions. Okay. I like we've said finance, maybe technology. Okay. Very good. So getting back to the doctor's office, right? She, yes, of course. She might go for her checkup, her annual, you know, GYN visit things like that. But specifically we know she'd probably be obvious thinking she's going to the doctor because she's having heart palpitations because of her anxiety. Sarah, over here saying adrenals they're going to the doctor because they are tired.

Lindsey:
Oh my gosh. I love that because I hadn't thought of that. I mean, I know why I go to the doctor, or why I have in the past and that's for, you know, those types of medications. So I just didn't even, I didn't even think about that. So, that's great. That's very helpful.

Michelle Leotta:
They could be, the women who are... you know, they're very high functioning, but they have a bottle of Xanax in their purse, like for sure. Right. Yeah. So when you're talking about weight loss, and we'll just use that as an example, weight loss, kind of similar topics, no matter who you're talking to, you know, eat more vegetables, drink more water, eat less fast food, whatever, boring, but more interesting. If you could talk about perhaps the connection between anxiety and weight loss, uh, that, that little prescription bottle in your purse and weight loss. And I'm just totally riffing off the top of my head right now. It's not like we've rehearsed any of this. So off the top of your head, Lindsey, does that make you think of anything, someone who's actively taking medication to control their panic attacks and anxiety, but they're also trying to lose weight. What would you talk to her about?

Lindsey:
Yeah, I mean, I would definitely, we would definitely focus on stress as well as, you know, whole foods and really kind of meal prepping in advance because obviously she probably doesn't have a lot of time throughout the week to be doing that. So, um, you know, talking about some of that and from a nutritional standpoint, um, I'd really have to think about the stress because I feel like in many ways I may be my, in some ways target market. Like I, I have all those similar qualities, so I, um, you know, what would I need? Um, or what support would I need outside of the weight loss, right. But how could I message or target or speak to her, um, outside of the weight loss? Because I think right now the biggest gap is while I've, you know, I have people that are interested and I have a current client and all of that, it's, I'm getting so many different people that are interested from all areas of weight loss, um, which as a new coach is, is great. Um, but then it's getting them to bite, right. Is the hardest part because I feel like maybe they're not correlating the value or understanding, um, that I can provide. So I think that's just kind of where I am. But that makes sense. I did a long answer to your question

Michelle Leotta:
That's okay. So that's a great example though, cause you'll be getting interest top level interest from a lot of different people, but let's say Lindsey has a $5,000 coaching program and you should. She has a $5,000 coaching program that the difference is going to be someone saying, well, I could get somebody else to help me lose weight. No I'm gonna go do you know, weight Watchers or whatever, and someone who goes Lindsey, it's like, you've been reading my diary. I don't care what it costs. I know you understand me deep down in my soul. I have to work with you and that's the person that's gonna pay $5,000 to work with Lindsey. So this is the difference between trying to speak to everybody and really knowing that individual. So Sarah's saying some things that you're gonna wanna talk to her about, and this is where my mind was going, slowing life down, simplicity...

Michelle Leotta:
I was thinking a big aha moment for this woman is going to be telling her that the faster she goes and the more she stresses out and the harder she pushes herself, the more her body's gonna hold onto the weight. And then her head is just gonna explode because she's been counting the calories and doing her Fitbit and you know, all of that for, so she's trying to lose weight harder where she probably needs to lose weight softer, if that makes sense. And that's what you described, right? You took it way beyond the, beyond, into disordered eating. And that's probably what this woman is likely to do. Maybe she's not gonna get to that point, but she's going to push herself too hard and the answer could actually be slowing it down. Talk to me, what's something that you learned about how to course correct as a person who tends to overachieve?

Lindsey:
Yeah, I mean, I think, um, I think for me it was, and I still work on this, but just a lot of mindset work. Um, of course we can provide, you know, guidance and support and stuff to our clients in terms of behavior modifications. But if the mindset doesn't create the new habit and it doesn't translate, then they right back to that. And so that's what I noticed multiple times of trying to, you know, uh, I guess heal myself in working with a, with a nutritionist and a coach and therapist and all these people. Um, during that time that I would continuously go back to old patterns unless I changed the beliefs and the, and so that's something that I want to really incorporate, but that also doesn't sell. So I have to get them in and get them connected in that. And then work, you know, on some of the mindset work, which is something that I'm sort of kind of translating with my new, with my client right now.

Michelle Leotta:
I really like everything you just said, and that really speaks to how gonna work with your high achievers. Sometimes the way that we get the best results. And we really make a difference in people's lives is not the way we sell the program. Right. Cause she probably doesn't wanna hear that. She's like, I don't want your mindset, blah, blah, blah. I want you to tell me how many calories, how many macros of this, that, and the other thing, you know, so you might have to bring her in one way. And that is talking about how she tends to be an overachiever talking about how she drinks coffee all day and wine at night to finally, you know, calm she's self-medicating to go up and self-medicating to come down, talking to her about the panic attacks and the Xanax. What else you need to talk to her about that she is aware of that she's gonna laugh and go, oh yeah, that's me.

Lindsey:
I think just no balance or like lack of balance and time management, because you always feel like you're on all the time, so maybe it's sleep. Um, you know, maybe it's like hydration. Like, I mean there, you know, so many things I feel like I could navigate towards because, or maybe it's eating out. Like, I don't know. I just feel like there's so many different things because when you're, when you have that type of personality, you're just always on, you're not really ever off.

Michelle Leotta:
Talk to her about that.

Lindsey:
Yeah.

Michelle Leotta:
Is being on. So when it comes to sleep, it's not just like, sleep is good. You should get eight hours of sleep, dim, the lights, it's gonna be like, you wake up every morning between three and 4:00 AM and you can't fall back asleep and she's gonna go, how did you know? Right. But we know that's what happens to women like this. Right? She's gonna have that issue. Um, and if you can like further dive into each of these areas, how is she experiencing life? Does she have that thing where she tries to sit down and relax, but then she's up again because she, oh wait, no, I gotta do the dishes or, oh wait, no, I have this other project I have to work on. And she really can't turn off. That's gonna be like the signal that she's the perfect client for you cause you know how to work with a woman like that.

Michelle Leotta:
You feel her, you know, these are real type a people. Um, and then you're gonna be able to talk to her about those specific issues that come up and how they're connected to her weight. That's gonna be the, that linchpin for you connecting this personality type and all these different types of issues she has with um, with her weight. Even including what medication she's taking. Cuz if she's on Zoloft, well that's not doing anything to help her with the weight. Right. So there's gonna be ways to speak to how these issues overlap. Okay. I like this. Maybe I'm not saying this has to be the ultimate answer for your business, but if were, if you were gonna go down this route of working with these real high-achieving overachieving women, they work in finance, then they leave, they go to the CrossFit gym, they're hitting up their doctor because their heart palpitations are driving them crazy. How would that be different than what you're doing now? Like could you see being a more narrow path to walk?

Lindsey:
Yeah, it definitely is because now I'm offering, you know, my free challenge and I'm getting a lot of people that, you know, maybe they are not in those professions. Right. So I'm getting them on the phone and they're not able to, you know, buy in, or afford coaching with me even though they really want that, you know, they have to ask their husbands. Um, other ones are, uh, you know, at that place of like just having a baby or not yet having a baby. So it's still kind of, not necessarily in the place that I would consider where I would be kind of helping them. Um, you know, I don't do like prenatal postnatal stuff. Um, and then I also think too, the hardest for me has been, I'll have a, a, a bigger group. Like it's not massive or anything, but I have a couple hundred people and over a thousand people on, on social media. But I just feel like, um, I get the average person looking to lose weight a lot. Not, not, uh, I just don't know where to find or to connect the high achievers. Like I feel like there's not enough of them. I don't know. I know that's not

Michelle Leotta:
True. They're out there, but you're gonna have to go look for them. Yeah. In places that we discuss and you might go in, um, let's say you're going to do a workshop instead of doing like a, not that you would do it, probably like this anyway, but just to make the point, you're not gonna hold a workshop, weight loss for women, you're gonna hold a workshop, stress and your weight, something like that. Did you know, your stress has been impacting your ability to lose those stubborn pounds. Come find out how so you know, how, why that's happening and how to get over it. Um, that would be like the workshop for her. She's gonna respond to that. She's gonna respond to things, things that have to do with productivity. Right. Cause that's what she wants. She wants to be more productive. Um, anything that has to do with like doing life better, she's gonna be really into right. And then it's gonna be different than the type of woman. Who's a much different personality already lives a life that, you know, she doesn't really care if she didn't, if she got plus or not. Right. She's she's not gonna be as turned on to those topics. If you walk in with those. So hopefully it's gonna help you narrow down. Um, I also was thinking there's an opportunity for you to go even more specific potentially and work with women who used to be athletes.

Michelle Leotta:
I don't know if there's a place they all hang out. Is there a place where all of you ex-figure skaters go and chat?

Lindsey:
Yeah. I mean, I don't know. I mean maybe I approach my old rank or I, you know, talk with, I, I do have some relationships there. Of course, you know, I have my own after wear company. So there's been some connections that have been made. They, um, yeah, I mean, I haven't honestly really thought about some of this in terms of, I feel like I've just been pushing out weight loss content and not really thinking that stress would be an area to kind of bring into that or how I could pull in like the high achiever view. So I think this has definitely been helped. Um, for me, I think I just need to try to sit and brainstorm a little bit on how I can talk with her and how I can connect the dots from finding her and getting her on my email list without another free event.

Michelle Leotta:
You'll probably wanna comb through the, the marketing materials you have so far are the ones you developed during fast track, you know, and, and maybe just tweak them a little bit to start talking to this woman and said, and certainly what you're doing on a routine basis posting on social media or say your Facebook group or your emails start talking more and more to her. And maybe there'll be things that happen in your life where you're like, there I go again, being a super high achieving person, oh, I could use this story. Like, this is a good story to tell this is, you know, something that my audience is going to laugh and go yep. Uh, Lindsey really gets me or, you know, I, I, I really understand Lindsey, there's a connection being made because just like me, she's super anal about, you know, whatever meal planning or all the things, you know, a lot of women I work with, you know, they track their periods very, very closely on an app, just like I did. And I'm like, we're gonna get along.

Lindsey:
Yeah. I have noticed that. And it's funny, you mentioned that and you know, I know we're probably at time, but I have noticed that that like working with people that are not at that same place as me, it's really hard. I constantly feel like I'm struggling to pull them to get, and then I feel like I'm micromanaging. So it's like, I just need someone that is in that same head space of I'm gonna do whatever it takes and go above and beyond to get the result that I need.

Michelle Leotta:
Yes. They're gonna show up with a color coated spreadsheet. Yeah. And you're gonna be like, yes, you are my woman. And they're gonna look at you and go, you are my woman. And that is where the magic happens. Ah, love it, Lindsey. That is so great. So when we meet next week for our, you know, cause we meet every week for mentorship, um, we always ask, you know, what are you working on and what, how are you gonna be making offers next week? You might want to pause and go back to doing a couple interviews for everyone listening. Like I, as part of healthy profit university. One thing that we do is, um, an interviewing process that helps you get to know your target market. So Lindsey's already done this, but when you think about this woman, it may be worth having a few conversations and redoing interviews specifically with this type of lady in mind.

Lindsey:
Yeah. I like that. I think I need to revisit. And it it's funny like just going through that process and then being on the weekly calls, it, it does help to kind of get it even more refined because as soon as I feel like I'm at a good place, I second guess what I'm doing and then it's like, I'm jumping over here. So I appreciate it.

Michelle Leotta:
That's amazing. Thanks for saying that. And if anyone is interested in being on those weekly calls with us, one of the perks is that if you're part of mentorship, you get the opportunity to have a one-on-one session like this, like Lindsey just had with me. So that's pretty awesome not to mention every week we're meeting in small group format so that we can talk these things through. We will be opening enrollment for weekly mentorship in about a month. So if you'd like to be on the wait list, you can put your name on it at healthcoachpower.com/mentorship. Lindsey, thank you so much for bringing up this excellent topic.

Lindsey:
Thank you for your help. And thanks all for viewing and giving me your feedback. I'm gonna have to watch this again later.

Michelle Leotta:
Yes. Yes. Watch it back. You'll take some more out of it. The second time around. This has been fun. I'll see you soon. Okay.

Lindsey:
Bye.

Michelle Leotta:
Bye.