In this episode, Allie shares her transition from managing major health and wellness brand updates to helping practitioners, health product companies, and integrative wellness providers expand their reach and support their communities effectively online.
What makes Allie’s perspective so valuable is her personal health journey. Having navigated complex personal health challenges involving chronic Lyme disease and environmental sensitivities, she understands the deep emotional and physical needs of individuals seeking holistic health support. She combines this lived experience with ethical marketing strategies to help wellness professionals build authentic connections—without relying on high-pressure sales tactics.
We break down the current digital marketing landscape, exploring why long-form content, email newsletters, and authentic personal storytelling are so effective for building trust. Whether you are looking to clarify your messaging, streamline your office operations, or navigate the steps to introduce a health product line, this conversation provides a practical, sustainable roadmap.
Connect With Allie & Resources Mentioned:
Free Design Resources: Access Allie’s customizable design templates to refresh your visual branding.
Functional Flow Masterclasses: Learn how to clarify your brand message and streamline your administrative systems. Official Website: Visit www.upsell.com/start to learn more about her educational courses, resources, and business consulting.
Important Notice: The information provided in this episode is for educational and informational purposes only. It is not intended as medical advice, diagnosis, or treatment. Always consult a qualified, licensed healthcare professional regarding any medical condition or health objectives.
If you enjoyed this episode, please leave us a review, subscribe, and share it with a fellow health professional!
Connect with Ida Fanelli:
Link in Bio
#IntegrativeWellness #HealthCommunications #ClinicAutomation #EthicalMarketing #FunctionalMedicine #WellnessMarketing #PractitionerGrowth #RootCauseHealing #MedicalMarketer #AllieChandler #ClinicAutomation #LymeDiseaseWarrior #SupplementBrand #EthicalMarketing #WhereScienceMeetsSelfCare
00:00:00 --> 00:00:03 Welcome to Where Science Meets Self-Care with
00:00:03 --> 00:00:06 Ida Fanelli. With over 30 years in beauty and
00:00:06 --> 00:00:09 wellness and a background in medical science,
00:00:09 --> 00:00:12 Ida blends clinical knowledge with holistic care.
00:00:13 --> 00:00:16 Each week, she and her guests share insights
00:00:16 --> 00:00:19 to help you achieve healthier skin, balanced
00:00:19 --> 00:00:23 energy, and empowered self-care. Now, here's
00:00:23 --> 00:00:32 your host, Ida Fanelli. Today, I'm truly pleased
00:00:32 --> 00:00:35 to welcome Ali Chandler to the show. Ali is a
00:00:35 --> 00:00:38 medical marketer, strategy, brand expert, and
00:00:38 --> 00:00:40 educator who helps practitioners, supplements
00:00:40 --> 00:00:43 companies, and wellness brands grow their impact,
00:00:43 --> 00:00:46 income, and influence online without burning
00:00:46 --> 00:00:50 out through content. marketing summits strategic
00:00:50 --> 00:00:53 partnerships educational courses and media promotion
00:00:53 --> 00:00:56 she supports wellness professionals in building
00:00:56 --> 00:00:59 businesses that feel both sustainable and aligned
00:00:59 --> 00:01:03 she has a bachelor's degree in english spanish
00:01:03 --> 00:01:06 and secondary education along with a master's
00:01:06 --> 00:01:09 degree in writing from california college of
00:01:09 --> 00:01:12 arts over the past 11 years she has built an
00:01:12 --> 00:01:15 impressive career as a professional writer copy
00:01:15 --> 00:01:20 editor brand manager, marketing specialist, content
00:01:20 --> 00:01:24 creator, social media consultant, director of
00:01:24 --> 00:01:26 content, and head of marketing in the health
00:01:26 --> 00:01:29 and wellness field. She has worked with a wide
00:01:29 --> 00:01:32 range of respected names in the wellness space.
00:01:33 --> 00:01:36 Ali also plays an important role in Microbiome
00:01:36 --> 00:01:39 Labs Rebrand, helping guide the company from
00:01:39 --> 00:01:42 a house of brands into a more unified branded
00:01:42 --> 00:01:45 house through revisions to messaging, visuals,
00:01:45 --> 00:01:48 packaging, websites, social media, and core story.
00:01:49 --> 00:01:52 What makes her perspective especially compelling
00:01:52 --> 00:01:55 is that her work is rooted not only in professional
00:01:55 --> 00:01:59 expertise, but also in personal experience. After
00:01:59 --> 00:02:02 going through her own healing journey with chronic
00:02:02 --> 00:02:06 Lyme disease, she brings a rare blend of strategy,
00:02:06 --> 00:02:09 empathy, and lived understanding to the world
00:02:09 --> 00:02:12 of chronic wellness, root cause wellness, and
00:02:12 --> 00:02:16 patient -centered communication. personal healing
00:02:16 --> 00:02:19 journey to helping scale wellness brands to over
00:02:19 --> 00:02:23 100 million, Ali brings deep insight into the
00:02:23 --> 00:02:26 unique marketing needs of functional and integrative
00:02:26 --> 00:02:29 medicine providers. In addition to consulting
00:02:30 --> 00:02:33 Allie offers courses, educational resources,
00:02:33 --> 00:02:37 and functional flow masterclasses to help functional
00:02:37 --> 00:02:40 medicine practitioners and wellness professionals
00:02:40 --> 00:02:42 improve her marketing, clarify their message,
00:02:43 --> 00:02:45 and grow in a way that feels sustainable and
00:02:45 --> 00:02:48 aligned. These trainings cover topics such as
00:02:48 --> 00:02:52 how to grow your business without burnout, the
00:02:52 --> 00:02:55 best systems and automation to scale, effective
00:02:55 --> 00:02:58 marketing that feels natural and aligned, and
00:02:58 --> 00:03:01 how to send newsletters to the people who truly
00:03:01 --> 00:03:04 need the information you share. She and her team
00:03:04 --> 00:03:08 also run a channel and content platform where
00:03:08 --> 00:03:11 they promote companies through video, blogs,
00:03:11 --> 00:03:14 and strategic educational content, helping wellness
00:03:14 --> 00:03:18 brands expand their reach and build trust with
00:03:18 --> 00:03:22 their audience in a more meaningful way. Today
00:03:22 --> 00:03:25 we'll be talking about mold, root cause healing,
00:03:25 --> 00:03:28 hidden contributors to illness, practitioner
00:03:28 --> 00:03:32 branding, ethical marketing, storytelling, long
00:03:32 --> 00:03:35 -form content, and how to build a wellness brand
00:03:35 --> 00:03:39 that truly reflects who you are. We'll also explore
00:03:39 --> 00:03:42 practical strategies for building sustainable
00:03:42 --> 00:03:46 value -driven practices without burnout. Her
00:03:46 --> 00:03:49 practitioner archetype framework tips on creating
00:03:49 --> 00:03:53 your own supplement line and why empathy -led
00:03:53 --> 00:03:56 marketing, long -form content, and personal storytelling
00:03:56 --> 00:04:00 are becoming so important for growing a trusted
00:04:00 --> 00:04:04 brand in 2026. Allie, welcome. I'm so glad to
00:04:04 --> 00:04:07 have you here. Thank you for having me. I can't
00:04:07 --> 00:04:11 wait to talk to you more. Me too. Allie, you
00:04:11 --> 00:04:14 have such a strong foundation in writing, communication,
00:04:14 --> 00:04:16 and education. How did that evolve into helping
00:04:16 --> 00:04:19 wellness practitioners and brands grow online?
00:04:20 --> 00:04:22 Yeah, so I feel like my background has always
00:04:22 --> 00:04:25 been in writing. And you talked about my background
00:04:25 --> 00:04:29 of English and the MFA in writing. And I think
00:04:29 --> 00:04:33 just learning. the communication that i did through
00:04:33 --> 00:04:35 that education i actually was a high school creative
00:04:35 --> 00:04:39 writing teacher for four years so i learned a
00:04:39 --> 00:04:42 lot about communicating through teaching so it
00:04:42 --> 00:04:45 was really cool um and then my first wellness
00:04:45 --> 00:04:48 roles were in copy editing copywriting so i worked
00:04:48 --> 00:04:51 for green smoothie girl robin openshaw and then
00:04:51 --> 00:04:55 dr j davidson and sort of transitioned from there
00:04:55 --> 00:04:58 into the supplement industry it was a pretty
00:04:58 --> 00:05:01 natural transition just because It's a small
00:05:01 --> 00:05:03 industry, functional medicine, and I feel like
00:05:03 --> 00:05:05 a lot of people know each other and they're on
00:05:05 --> 00:05:08 the same summit and there's a little circle within
00:05:08 --> 00:05:12 functional medicine. But then I started Upsell
00:05:12 --> 00:05:15 Health in 2019 and it was the same day I actually
00:05:15 --> 00:05:17 moved into this house that I'm in right now.
00:05:18 --> 00:05:21 So it was a big day for me, but I think the background
00:05:21 --> 00:05:25 has given me... you know the storytelling craft
00:05:25 --> 00:05:28 and sort of like the patience of an educator
00:05:28 --> 00:05:31 and also the marketing strategy so it's been
00:05:31 --> 00:05:34 a really fun journey i'm not really doing anything
00:05:34 --> 00:05:36 that i studied but i think it is still relevant
00:05:36 --> 00:05:38 because of course in marketing you use a ton
00:05:38 --> 00:05:42 of writing your work is especially powerful because
00:05:42 --> 00:05:45 It's informed not only by your professional expertise,
00:05:45 --> 00:05:49 but also by your own healing journey. You've
00:05:49 --> 00:05:52 spoken about overcoming Lyme disease. Would you
00:05:52 --> 00:05:54 be open to sharing a little bit about that chapter
00:05:54 --> 00:05:58 of your life and how it shaped you? Sure. Yeah.
00:05:58 --> 00:06:03 So when I was sick, I was maybe 25 at the time.
00:06:03 --> 00:06:06 And prior to that, I was playing competitive
00:06:06 --> 00:06:08 volleyball and doing boxing and working out.
00:06:09 --> 00:06:11 And, you know, I was a really healthy kid growing
00:06:11 --> 00:06:14 up. I never really had any issues. And so what
00:06:14 --> 00:06:16 happened was I was teaching high school and I
00:06:16 --> 00:06:19 quit because I wanted to move to California to
00:06:19 --> 00:06:21 get that writing degree we talked about. And
00:06:21 --> 00:06:24 I went and backpacked through Europe. And there
00:06:24 --> 00:06:27 was one day in the Swiss Alps that. I got a ton
00:06:27 --> 00:06:30 of bug bites and didn't really think anything
00:06:30 --> 00:06:32 of it. But I woke up the next day and suddenly
00:06:32 --> 00:06:35 had, you know, dozens of symptoms that I had
00:06:35 --> 00:06:37 never had before. I was really dizzy. I was having
00:06:37 --> 00:06:40 neurological issues. My heart kept racing and
00:06:40 --> 00:06:43 skipping beats. And, you know, I felt just very
00:06:43 --> 00:06:46 out of it. I was very confused as to what happened.
00:06:46 --> 00:06:49 But I thought maybe it's just a virus. And, you
00:06:49 --> 00:06:51 know, when you travel overseas, sometimes you
00:06:51 --> 00:06:53 pick up weird things that you wouldn't get back
00:06:53 --> 00:07:00 home. hospitalized right away and tons of testing
00:07:00 --> 00:07:03 nobody really knew what to do with me they didn't
00:07:03 --> 00:07:06 even test Lyme for I think four years after that
00:07:06 --> 00:07:10 it just wasn't even a consideration so they ended
00:07:10 --> 00:07:12 up giving me antibiotics and steroids that made
00:07:12 --> 00:07:16 me crash even more and you know I still did end
00:07:16 --> 00:07:20 up amidst all of this moving to California like
00:07:20 --> 00:07:22 a week and a half later even though I was in
00:07:22 --> 00:07:25 and out of the hospital um and sort of dealt
00:07:25 --> 00:07:28 with this as I got my master's degree but I would
00:07:28 --> 00:07:30 say you know it was a long journey and I have
00:07:30 --> 00:07:34 a lot of patience and empathy for people who
00:07:34 --> 00:07:37 are going through it and a lot of my clients
00:07:37 --> 00:07:40 in the marketing side they're working with people
00:07:40 --> 00:07:42 like me right they're working with the people
00:07:42 --> 00:07:44 that are have no idea what's going on don't know
00:07:44 --> 00:07:46 their root causes are looking for a practitioner
00:07:46 --> 00:07:50 and so it's been a big part of my story as being
00:07:50 --> 00:07:54 able to help these supplement companies and wellness
00:07:54 --> 00:07:57 brands now because i spent 10 years as a patient
00:07:57 --> 00:07:59 and i'm doing great now i mean it was a very
00:07:59 --> 00:08:01 you know long journey and a lot of things happen
00:08:01 --> 00:08:04 but yeah i think it helps me with my marketing
00:08:04 --> 00:08:06 side too because i know how to speak to the patients
00:08:06 --> 00:08:11 who are just struggling so your your way of helping
00:08:11 --> 00:08:14 everybody is by giving them better access to
00:08:14 --> 00:08:16 vitamins and and things like that is that what
00:08:16 --> 00:08:19 you're saying exactly yeah and practitioners
00:08:19 --> 00:08:21 so i i don't think i told you about this yet
00:08:21 --> 00:08:24 but i'm launching an app that's actually designed
00:08:24 --> 00:08:27 to match patients to the right practitioners
00:08:27 --> 00:08:29 and to the right supplement companies or wellness
00:08:29 --> 00:08:32 brands and we can talk about that We want to
00:08:32 --> 00:08:34 later. But yeah, it's a three sided marketplace
00:08:34 --> 00:08:37 just so people like me are, you know, here's
00:08:37 --> 00:08:39 a great practitioner who deals with your symptoms
00:08:39 --> 00:08:42 and your root causes. And, you know, here's some
00:08:42 --> 00:08:44 brands that might be aligned with what you're
00:08:44 --> 00:08:47 looking for. That's a great idea. Yeah. Before
00:08:47 --> 00:08:50 we get further into the marketing side, I'd love
00:08:50 --> 00:08:53 to stay for a. moment with a personal and clinical
00:08:53 --> 00:08:56 context that makes your work so meaningful a
00:08:56 --> 00:08:59 lot of people today are hearing more about mold
00:08:59 --> 00:09:02 illness chronic symptoms and root cause healing
00:09:02 --> 00:09:06 from your perspective why are these topics resonating
00:09:06 --> 00:09:10 so deeply right now yeah i think what's interesting
00:09:10 --> 00:09:15 to me is after 2020 there are millions of people
00:09:15 --> 00:09:18 who sort of got a crash course in chronic illness
00:09:18 --> 00:09:21 after COVID, right? I have a lot of friends who
00:09:21 --> 00:09:23 never had been sick and then all of a sudden
00:09:23 --> 00:09:27 got COVID and they eventually, you know, were
00:09:27 --> 00:09:29 dealing with some long COVID type symptoms like
00:09:29 --> 00:09:32 severe fatigue or dysautonomia. And so I think
00:09:32 --> 00:09:36 there was a lot of exposure to this like multi
00:09:36 --> 00:09:39 -symptom chronic illness after that. But I do
00:09:39 --> 00:09:43 think in general, as we learn more about mold
00:09:43 --> 00:09:45 there are like 50 of buildings have something
00:09:45 --> 00:09:48 called sick building syndrome and so if you're
00:09:48 --> 00:09:50 going to work and you're not feeling well while
00:09:50 --> 00:09:52 you're at work but you come home and you feel
00:09:52 --> 00:09:55 fine or maybe you're traveling and there's a
00:09:55 --> 00:09:58 hotel that's a little musty and You're not feeling
00:09:58 --> 00:10:00 well as you're traveling. It's interesting because
00:10:00 --> 00:10:03 we're now thinking about things like, you know,
00:10:03 --> 00:10:06 our HVAC, our basements, our crawl space. Is
00:10:06 --> 00:10:08 there mold in the house? I don't know if that
00:10:08 --> 00:10:11 was necessarily a worry, maybe like 10, 20 years
00:10:11 --> 00:10:15 ago. But, you know, I think it's resonating a
00:10:15 --> 00:10:18 lot now, these topics, because people are actually
00:10:18 --> 00:10:22 moving more toward. away from allopathic medicine
00:10:22 --> 00:10:25 and more into these like alternative routes.
00:10:25 --> 00:10:28 I actually just did a presentation in Arizona
00:10:28 --> 00:10:31 this past weekend and I think it was something
00:10:31 --> 00:10:35 like 64 % of U .S. adults are using supplements
00:10:35 --> 00:10:38 and are using alternative medicine so there's
00:10:38 --> 00:10:40 just a shift happening where people are understanding
00:10:40 --> 00:10:43 that maybe it's not just symptom management that's
00:10:43 --> 00:10:45 going to help our health maybe it's the terrain
00:10:45 --> 00:10:48 maybe it's addressing root causes and looking
00:10:48 --> 00:10:51 into things like mold illness and other root
00:10:51 --> 00:10:53 causes like pathogens and and heavy metals and
00:10:53 --> 00:10:56 parasites and things like that so i think there's
00:10:56 --> 00:10:58 more education out there and people are starting
00:10:58 --> 00:11:02 to wonder if there's a different way or an additional
00:11:02 --> 00:11:05 way that they can care for themselves there is
00:11:05 --> 00:11:08 a belief that putting bleach on mold will kill
00:11:08 --> 00:11:10 it but we actually are hearing that it's not
00:11:10 --> 00:11:13 beneficial to use bleach because it can further
00:11:13 --> 00:11:16 enhance the more regrowth of old Yeah. Yeah.
00:11:16 --> 00:11:18 No, it's not recommended. Definitely. If you
00:11:18 --> 00:11:21 have mold, there are companies you can have come
00:11:21 --> 00:11:24 in like mold inspection companies and they, so
00:11:24 --> 00:11:27 I lived through mold and gone through this personally,
00:11:27 --> 00:11:29 but we had a company come in and they did like,
00:11:29 --> 00:11:31 we had to evacuate and they did a whole like
00:11:31 --> 00:11:34 ozone treatment and, you know, they did a lot
00:11:34 --> 00:11:37 of sort of natural things, but yeah, bleach.
00:11:37 --> 00:11:39 I think that's a common misconception that people
00:11:39 --> 00:11:41 can just bleach mold, but it actually is, is
00:11:41 --> 00:11:45 really not good to do. I just thought I'd put
00:11:45 --> 00:11:48 it out there. Yeah. And what is your view on
00:11:48 --> 00:11:51 live blood cell analysis? Do you believe it can
00:11:51 --> 00:11:54 meaningfully help identify mold -related issues,
00:11:54 --> 00:11:58 or are there better tools for that? Yeah, so
00:11:58 --> 00:12:01 I've done live blood cell analysis before, and
00:12:01 --> 00:12:06 I found it really interesting. was on a webinar.
00:12:06 --> 00:12:08 I don't know if you know Karan Krishnan. He's
00:12:08 --> 00:12:10 the founder of Microbiome Labs. But there was
00:12:10 --> 00:12:13 a webinar he did last week that talked about
00:12:13 --> 00:12:16 live blood analysis. It wasn't for mold. It was
00:12:16 --> 00:12:19 for a FODMAP, like a FODZIME, some kind of like
00:12:19 --> 00:12:22 food sensitivity related thing. But they were
00:12:22 --> 00:12:25 sharing that, you know, working on root causes
00:12:25 --> 00:12:28 could actually change their live blood cells
00:12:28 --> 00:12:31 within like two to three weeks. They were seeing
00:12:31 --> 00:12:34 just incredibly different results. So I think
00:12:34 --> 00:12:36 it's interesting. Interesting. I think, you know,
00:12:36 --> 00:12:39 with mold, often you need a multi -pronged approach
00:12:39 --> 00:12:40 just because it's really tricky. I mean, it can
00:12:40 --> 00:12:45 impact so many organs and body systems. So there's
00:12:45 --> 00:12:47 not a great like. internal body test there's
00:12:47 --> 00:12:49 a few that you can take that can show mold in
00:12:49 --> 00:12:53 the body but for me the biggest thing was getting
00:12:53 --> 00:12:56 someone highly skilled in to test the air and
00:12:56 --> 00:12:59 test the dust in my house and sort of like test
00:12:59 --> 00:13:02 the environment around me because we when I experienced
00:13:02 --> 00:13:05 it we couldn't actually see any mold and we ended
00:13:05 --> 00:13:08 up it's actually a really crazy story I was living
00:13:08 --> 00:13:11 in an apartment in California and got really
00:13:11 --> 00:13:14 really sick like couldn't swallow anymore had
00:13:14 --> 00:13:16 to go get my esophagus stretched out multiple
00:13:16 --> 00:13:20 times just tons of testing and i ended up losing
00:13:20 --> 00:13:23 like 35 pounds in six weeks because i some days
00:13:23 --> 00:13:25 i couldn't even swallow water like it got really
00:13:25 --> 00:13:29 bad and was having anaphylactic reactions and
00:13:29 --> 00:13:32 so we three four weeks into it we're like okay
00:13:32 --> 00:13:35 let's have someone come in and see if it's something
00:13:35 --> 00:13:37 in the apartment because I was fine before we
00:13:37 --> 00:13:39 moved in so they came in and did some testing
00:13:39 --> 00:13:43 and they're like you have a really high air level
00:13:43 --> 00:13:47 of stachybotrys black mold and no one could see
00:13:47 --> 00:13:49 it because often it's in the walls or you know
00:13:49 --> 00:13:52 it's somewhere that you can't see so my husband
00:13:52 --> 00:13:54 at the time we were back and forth in a hotel
00:13:54 --> 00:13:58 after that and we were on an end apartment And
00:13:58 --> 00:14:00 there was a little maintenance closet that was
00:14:00 --> 00:14:02 sort of like connected to us, but it was always
00:14:02 --> 00:14:05 locked. And he said, you know, it was open today.
00:14:05 --> 00:14:08 And he went in and the whole ceiling was just
00:14:08 --> 00:14:12 soaking wet, just soaking like actively, you
00:14:12 --> 00:14:14 know, water was still coming in. And he took
00:14:14 --> 00:14:17 a bunch of pictures, but there was mold everywhere
00:14:17 --> 00:14:20 in this little. maintenance closet that shared
00:14:20 --> 00:14:24 a vent with our apartment. So of course, we couldn't
00:14:24 --> 00:14:27 see it. But it's like the neglect of the building
00:14:27 --> 00:14:29 to know because you're going in and out of there
00:14:29 --> 00:14:32 for maintenance to see that and to not do anything
00:14:32 --> 00:14:35 about it. So yeah, I think I think live blood
00:14:35 --> 00:14:37 cell analysis can be helpful there. Like I said,
00:14:37 --> 00:14:39 there are tests you can do. But for us having
00:14:39 --> 00:14:41 someone come in and test the environment, if
00:14:41 --> 00:14:43 you're actively potentially living in a mold
00:14:43 --> 00:14:46 situation, that was the most helpful for me and
00:14:46 --> 00:14:48 kind of getting answers. And now we'll take time
00:14:48 --> 00:14:52 for a commercial break. Welcome back. Are some
00:14:52 --> 00:14:54 people more sensitive to these exposures than
00:14:54 --> 00:14:59 others? Yes, actually. So my husband didn't really
00:14:59 --> 00:15:02 react. I mean, he had a couple of maybe like
00:15:02 --> 00:15:04 mood changes, which I think, you know, naturally
00:15:04 --> 00:15:07 there are certain things that can impact people
00:15:07 --> 00:15:10 differently. I know you probably know all about
00:15:10 --> 00:15:14 this, but the HLA -DR gene, there are people
00:15:14 --> 00:15:17 that genetically just can't detoxify mold very
00:15:17 --> 00:15:20 well. But my mom had to come out and stay with
00:15:20 --> 00:15:24 me for a while as I was sick before we knew about
00:15:24 --> 00:15:28 the mold. And she actually got really sick for
00:15:28 --> 00:15:30 a whole year. She had like full body rashes.
00:15:30 --> 00:15:33 She had symptoms she had never had before. Her
00:15:33 --> 00:15:36 skin was like red and flaking off completely
00:15:36 --> 00:15:39 and just was like incredibly fatigued. And I
00:15:39 --> 00:15:43 mean, so it impacted us all differently. My dog,
00:15:43 --> 00:15:48 even he was a puppy, but he got this like. golf
00:15:48 --> 00:15:50 ball or probably like softball size swelling
00:15:50 --> 00:15:53 that was just fluid in his throat so he had three
00:15:53 --> 00:15:57 surgeries i had esophagus and and throat issues
00:15:57 --> 00:16:00 too but yeah my mom had completely more like
00:16:00 --> 00:16:03 autoimmune type issues and then My husband had
00:16:03 --> 00:16:06 the like mood kind of anger, like neurological
00:16:06 --> 00:16:10 stuff. So, you know, I think it depends on your,
00:16:10 --> 00:16:12 of course, like your total toxic burden that
00:16:12 --> 00:16:14 you're dealing with and your genetics. And there's
00:16:14 --> 00:16:18 so many factors, but yeah, definitely. I mean,
00:16:18 --> 00:16:19 people could live in the same environment and
00:16:19 --> 00:16:22 one person could be greatly impacted and one
00:16:22 --> 00:16:24 may not seem to be. I do think it's damaging
00:16:24 --> 00:16:27 you no matter what, but we definitely experienced
00:16:27 --> 00:16:30 a lot of different symptoms with the people who
00:16:30 --> 00:16:33 were exposed in our situation. Do you think food
00:16:33 --> 00:16:36 is sometimes an overlooked contributor? Definitely.
00:16:36 --> 00:16:41 Yeah. And I think maybe in like the less extreme
00:16:41 --> 00:16:44 versions, because I know things like peanuts
00:16:44 --> 00:16:47 and there's foods that even coffee can be susceptible
00:16:47 --> 00:16:50 to mold as, you know, the way that they're stored.
00:16:50 --> 00:16:53 For me, it was like a life or death thing that
00:16:53 --> 00:16:56 I don't think like that extreme of a situation.
00:16:58 --> 00:17:00 It probably could be caused by just food and
00:17:00 --> 00:17:03 nothing else. Maybe it could. But yeah, I think
00:17:03 --> 00:17:05 I think it's both. I think everyone is such a
00:17:05 --> 00:17:08 bio individual. And I think people don't look
00:17:08 --> 00:17:11 at their food and think mold unless it's like
00:17:11 --> 00:17:14 a loaf of bread and you can actively see the
00:17:14 --> 00:17:17 mold growing. But yeah, if you look up. kind
00:17:17 --> 00:17:20 of like the common foods that can contain mold,
00:17:20 --> 00:17:22 you'll start to probably think differently. There
00:17:22 --> 00:17:24 are actually really good mold -free coffees.
00:17:25 --> 00:17:28 I think Purity is one of the brands, but you
00:17:28 --> 00:17:30 can look up different mold -free coffees. Where
00:17:30 --> 00:17:33 can you look them up? If you just Google mold
00:17:33 --> 00:17:36 -free coffee, I think Purity is, I'm pretty sure,
00:17:36 --> 00:17:38 is the one that a lot of my clients recommend,
00:17:38 --> 00:17:41 Purity Coffee. But there are a couple. I'm trying
00:17:41 --> 00:17:42 to remember. If I remember another name of one,
00:17:42 --> 00:17:44 I can let you know. But if you just Google it,
00:17:44 --> 00:17:48 they'll come up. Okay. Yeah. When practitioners
00:17:48 --> 00:17:51 talk about mold -related illness, detox terrain,
00:17:51 --> 00:17:54 or root cause healing, what are some of the most
00:17:54 --> 00:17:58 common messaging mistakes you see? I would say
00:17:58 --> 00:18:02 a lot of times if the practitioner maybe hasn't
00:18:02 --> 00:18:05 gone through it themselves, they can position
00:18:05 --> 00:18:08 it in a way where it seems like a 30 -day detox
00:18:08 --> 00:18:11 could be enough, which for things like mold and
00:18:11 --> 00:18:14 some of these root causes, it's definitely...
00:18:14 --> 00:18:17 a lot more nuanced there's a lot of layers there's
00:18:17 --> 00:18:20 a lot of like sequencing involved i think something
00:18:20 --> 00:18:23 that doesn't work well just having been in a
00:18:23 --> 00:18:26 very sick space is that fear -based marketing
00:18:26 --> 00:18:29 which like if you're already in mold your nervous
00:18:29 --> 00:18:32 system is probably shot or you know you're dealing
00:18:32 --> 00:18:35 with lyme And you're probably really stressed
00:18:35 --> 00:18:38 already. So having to listen to marketing where
00:18:38 --> 00:18:39 it's like, if you don't take care of this right
00:18:39 --> 00:18:42 away, it's going to get worse. And, you know,
00:18:42 --> 00:18:45 that doesn't really help. So I think like not
00:18:45 --> 00:18:48 using hooks that are panic related is a good
00:18:48 --> 00:18:50 way. Just, you know, give value, give education
00:18:50 --> 00:18:53 first for people that are dealing with this.
00:18:53 --> 00:18:55 And then the third thing I would say, last thing
00:18:55 --> 00:19:00 is maybe. I think you're not, some people aren't
00:19:00 --> 00:19:03 understanding where the avatar is in the funnel,
00:19:03 --> 00:19:06 meaning like you may be using jargon words like
00:19:06 --> 00:19:11 sirs or marcons or throwing out different genetic
00:19:11 --> 00:19:14 PGF beta one or, you know, different things that
00:19:14 --> 00:19:16 people aren't going to understand unless they're
00:19:16 --> 00:19:20 like very deep into their own education. It seems
00:19:20 --> 00:19:23 like you sound really smart, which we love that
00:19:23 --> 00:19:25 you can educate, but I think slowing down and
00:19:25 --> 00:19:27 making sure that if you are sharing those things,
00:19:27 --> 00:19:30 you're explaining them every time just so people
00:19:30 --> 00:19:32 can understand and kind of follow along with
00:19:32 --> 00:19:36 you. What does empathy -led communication look
00:19:36 --> 00:19:38 like in practice? You mentioned this in my bio,
00:19:38 --> 00:19:41 but one thing that I like to call what my company
00:19:41 --> 00:19:45 does is empathy led marketing. So you want to
00:19:45 --> 00:19:47 first think about you're writing your emails
00:19:47 --> 00:19:51 to one person, not just like a blank. This is
00:19:51 --> 00:19:53 going out into the Internet and I'm not even
00:19:53 --> 00:19:56 thinking about who's receiving it. So if you
00:19:56 --> 00:20:00 do some deep avatar work, meaning you really
00:20:00 --> 00:20:03 know who your audience is, you know, like the
00:20:03 --> 00:20:06 age range and what they might do for work and
00:20:06 --> 00:20:08 kind of. their fears and everything, you can
00:20:08 --> 00:20:11 write with a lot more empathy. And, you know,
00:20:11 --> 00:20:15 I think when people are sick, at least for me,
00:20:15 --> 00:20:18 I wanted someone to just see me. and validate
00:20:18 --> 00:20:21 that what I was going through was real. Because,
00:20:21 --> 00:20:24 you know, you're dealing with friends, family,
00:20:24 --> 00:20:26 they can't necessarily see like, I didn't look
00:20:26 --> 00:20:29 sick at first, when I started losing weight and
00:20:29 --> 00:20:31 everything, I definitely looked like something
00:20:31 --> 00:20:33 was wrong. So I was losing a lot of muscle. But,
00:20:33 --> 00:20:35 you know, at first, I just looked like myself,
00:20:35 --> 00:20:38 but I felt absolutely horrible. So, you know,
00:20:38 --> 00:20:42 I know a lot of people deal with that invisible
00:20:42 --> 00:20:44 illness, right? Like your friends and family
00:20:44 --> 00:20:46 are like, wow, you're not even getting off the
00:20:46 --> 00:20:49 couch, but you look the same you look fine so
00:20:49 --> 00:20:51 i think validating them and just letting them
00:20:51 --> 00:20:55 know like i see you this is real we're going
00:20:55 --> 00:20:57 to get to the bottom of this and i think that's
00:20:57 --> 00:21:01 the best way is just to let your audience feel
00:21:01 --> 00:21:05 seen and also honor the place that they're in
00:21:05 --> 00:21:08 it's probably a lot of fear and anxiety and I
00:21:08 --> 00:21:11 think not leaning toward like the really severe
00:21:11 --> 00:21:14 urgency or like the pressure, like you need to
00:21:14 --> 00:21:16 buy this now. I think a lot of people who are
00:21:16 --> 00:21:19 sick, they need a little bit more time. As they're
00:21:19 --> 00:21:21 trying to figure out, there's so many ways that
00:21:21 --> 00:21:24 you can go about treating yourself and working
00:21:24 --> 00:21:27 with someone. So yeah, just being patient, being
00:21:27 --> 00:21:31 kind, empathy -led. Of course, you do need to
00:21:31 --> 00:21:34 make money too, but I think if you're always
00:21:34 --> 00:21:36 content and education forward, that naturally
00:21:36 --> 00:21:40 comes later. A major part of your work is helping
00:21:40 --> 00:21:42 practitioners scale their impact, income, and
00:21:42 --> 00:21:45 influence without burnout. Why is that message
00:21:45 --> 00:21:49 so important right now? So I would say the practitioners
00:21:49 --> 00:21:52 that I know, a lot of them are a very specific
00:21:52 --> 00:21:55 type of person, which is an over -giver. They
00:21:55 --> 00:21:58 got into the practice because they want to help
00:21:58 --> 00:22:02 people. So typically, they care a lot about people
00:22:02 --> 00:22:04 for the most part. And so I think that wiring
00:22:04 --> 00:22:09 can burn them out and I also think that you know
00:22:09 --> 00:22:11 with social media and with a lot of practitioners
00:22:11 --> 00:22:15 moving from a brick and mortar to building a
00:22:15 --> 00:22:17 brand online there's a lot more access to them
00:22:17 --> 00:22:20 that they feel pressured to respond to so you
00:22:20 --> 00:22:21 know if you're trying to build your platform
00:22:21 --> 00:22:25 on Instagram and maybe your team's helping monitor
00:22:25 --> 00:22:27 it but then people are asking questions you might
00:22:27 --> 00:22:30 start get like 10, 20 questions a day. Your team's
00:22:30 --> 00:22:32 passing them to you. Hey, this person online
00:22:32 --> 00:22:34 is wondering this, and they had this reaction.
00:22:35 --> 00:22:38 And so I think that can be really overwhelming,
00:22:38 --> 00:22:41 but that's sort of the way that a lot of practitioners
00:22:41 --> 00:22:44 are moving now is a more digital -based practice
00:22:44 --> 00:22:47 and building courses and memberships and things.
00:22:47 --> 00:22:49 So there's just, they're more available to their
00:22:49 --> 00:22:51 patients, whereas if you're doing an in -person
00:22:51 --> 00:22:54 clinic, you see them at their appointment. They
00:22:54 --> 00:22:56 might call once or twice, talk to your front
00:22:56 --> 00:22:59 desk, but you're not expected to be available
00:22:59 --> 00:23:01 24 hours a day i think there are not really great
00:23:01 --> 00:23:05 boundaries on social media um so i think patients
00:23:05 --> 00:23:07 are expecting more now right they're expecting
00:23:07 --> 00:23:10 content from you but also a community of some
00:23:10 --> 00:23:13 kind and communication and that clinical care
00:23:13 --> 00:23:16 piece as well so i think like burnout across
00:23:16 --> 00:23:18 the board not even with just practitioners i
00:23:18 --> 00:23:22 think that's how our culture is is uh developed
00:23:22 --> 00:23:25 like it's You have to be busy all the time. It's
00:23:25 --> 00:23:28 a very like American thing. And, you know, rest
00:23:28 --> 00:23:31 is bad is what people think. But, you know, I
00:23:31 --> 00:23:36 think being sustainably scaling and learning
00:23:36 --> 00:23:38 how to move in that direction where you're not
00:23:38 --> 00:23:40 having to answer everyone right away and you
00:23:40 --> 00:23:43 have systems in place is the best way for practitioners
00:23:43 --> 00:23:46 to sort of, you know, make it in these days.
00:23:48 --> 00:23:51 professionals are gifted at helping others, but
00:23:51 --> 00:23:53 they struggle to explain clearly what they do.
00:23:53 --> 00:23:57 And that affects the business side as well. What
00:23:57 --> 00:23:59 are some of the biggest patterns you see that
00:23:59 --> 00:24:02 keep practitioners stuck or exhausted? And why
00:24:02 --> 00:24:05 do you think that happens so often? Yeah, I would
00:24:05 --> 00:24:08 say and I actually experienced the same issue,
00:24:08 --> 00:24:13 not as a practitioner, but I, I'm the bottleneck
00:24:13 --> 00:24:19 often for my team. And so I they typically need
00:24:19 --> 00:24:22 my help in order to move something forward and
00:24:22 --> 00:24:24 so practitioners are the same way where they
00:24:24 --> 00:24:27 have a team and their team needs them to say
00:24:27 --> 00:24:30 yes or no to something um and they're so busy
00:24:30 --> 00:24:32 because often they're the ones who are you know
00:24:32 --> 00:24:36 um shipping out the supplements still, or they're
00:24:36 --> 00:24:38 the ones like running the whole business and
00:24:38 --> 00:24:40 meeting with clients and also creating the social
00:24:40 --> 00:24:44 media. And I think a lot of practitioners can
00:24:44 --> 00:24:47 stay stuck because they're afraid to raise their
00:24:47 --> 00:24:51 prices or um maybe they're like too generous
00:24:51 --> 00:24:54 with okay like i you know i want to help everyone
00:24:54 --> 00:24:57 so i'm only going to make like 10 on this lab
00:24:57 --> 00:25:00 test but you also have to be able to make money
00:25:00 --> 00:25:02 to have a team right to take some of that off
00:25:02 --> 00:25:06 your plate um and i think the last piece is really
00:25:06 --> 00:25:09 just maybe not knowing how they stand out in
00:25:09 --> 00:25:11 the market and that's why i do a lot with my
00:25:11 --> 00:25:14 practitioner archetype because it tells them
00:25:14 --> 00:25:18 you know one of 15 results that they can then
00:25:18 --> 00:25:20 understand like okay well if i'm a rebel disruptor
00:25:20 --> 00:25:23 then i should lean into like the myth busting
00:25:23 --> 00:25:27 and you know this truth teller persona and there's
00:25:27 --> 00:25:29 a different way that i can speak to my audience
00:25:29 --> 00:25:32 if i know like what i'm naturally good at um
00:25:32 --> 00:25:35 and so i think a lot of those can keep practitioners
00:25:35 --> 00:25:37 stuck because they'll compare themselves and
00:25:37 --> 00:25:38 they'll just look at like, oh, there's already
00:25:38 --> 00:25:41 dozens of practitioners talking on mold. Like
00:25:41 --> 00:25:44 I don't have anything else to contribute to the
00:25:44 --> 00:25:46 conversation, but I feel like that's not ever
00:25:46 --> 00:25:49 true. Like everybody has experience in their
00:25:49 --> 00:25:51 own voice and they're an important piece of this
00:25:51 --> 00:25:54 like content landscape. When you talk about growing
00:25:54 --> 00:25:57 a business without burnout, what does that actually
00:25:57 --> 00:26:02 look like in practice? So I would say, The first
00:26:02 --> 00:26:05 thing I usually work with practitioners on is
00:26:05 --> 00:26:10 creating cadences, especially for things like
00:26:10 --> 00:26:14 group coaching or content. I kind of do like
00:26:14 --> 00:26:18 a full audit of their program and how everything
00:26:18 --> 00:26:21 is running now. And I'm like, OK, well, you're
00:26:21 --> 00:26:25 doing one on one calls with people 80 percent
00:26:25 --> 00:26:28 of your time. You know, what if we turn that
00:26:28 --> 00:26:30 into a group coaching program and you meet with
00:26:30 --> 00:26:33 them once a month? and maybe they pay extra if
00:26:33 --> 00:26:35 they want to do an additional one -on -one with
00:26:35 --> 00:26:38 you but that's going to free up you know 80 hours
00:26:38 --> 00:26:41 for you a month which is amazing right that's
00:26:41 --> 00:26:44 a lot of hours and so I think what I help them
00:26:44 --> 00:26:48 do is streamline without using revenue the the
00:26:48 --> 00:26:50 biggest conversation I've been having lately
00:26:50 --> 00:26:53 is with practitioners who don't have like an
00:26:53 --> 00:26:56 administrative assistant or like a virtual assistant
00:26:56 --> 00:26:58 and so they're still responding to all of their
00:26:58 --> 00:27:01 emails and all of the social posts and and I
00:27:01 --> 00:27:04 don't think that that's something that practitioners
00:27:04 --> 00:27:07 or founders can do after like a couple years
00:27:07 --> 00:27:09 of being in practice you really have to be able
00:27:09 --> 00:27:14 to hire I would say first a VA or EA you can
00:27:14 --> 00:27:16 take administrative tasks from you and then the
00:27:16 --> 00:27:19 second person I would hire would be like a content
00:27:19 --> 00:27:22 and social media or like a marketing person because
00:27:22 --> 00:27:25 they can handle like landing pages opt -ins social
00:27:25 --> 00:27:28 emails they can take a lot off your plate so
00:27:28 --> 00:27:30 I think that those are the two biggest things
00:27:30 --> 00:27:33 that I'm working with practitioners on. And now
00:27:33 --> 00:27:36 we'll take time for a commercial break. Welcome
00:27:36 --> 00:27:40 back. Can you talk about your practitioner archetype
00:27:40 --> 00:27:43 framework and how that helps people market more
00:27:43 --> 00:27:46 authentically? Yeah, sure. So it's pretty simple
00:27:46 --> 00:27:50 in theory. They take a quiz, all practitioners.
00:27:50 --> 00:27:54 It's on my website. And you just take this five
00:27:54 --> 00:27:57 minute quiz and there's 15 different results.
00:27:57 --> 00:27:59 I talked about one, which is the rebel disruptor.
00:27:59 --> 00:28:02 There's like, for example, a data driven practitioner.
00:28:02 --> 00:28:05 That's someone who loves lab testing and data
00:28:05 --> 00:28:08 and probably like. like the biohacking side,
00:28:09 --> 00:28:12 the aura rings, like all the Apple Watch, you
00:28:12 --> 00:28:15 know, all the tech things. And so there's, like
00:28:15 --> 00:28:18 I said, 15 different types. And then what we
00:28:18 --> 00:28:22 refer after is, okay, so now you know you're
00:28:22 --> 00:28:25 the creator archetype. What does that actually
00:28:25 --> 00:28:28 mean for you as a practitioner? You're really
00:28:28 --> 00:28:31 good at creating courses. You're going to shine
00:28:31 --> 00:28:36 on social media, whereas somebody, who's like
00:28:36 --> 00:28:39 a medical futurist is one of them that person's
00:28:39 --> 00:28:42 going to be probably going to longevity conferences
00:28:42 --> 00:28:45 and playing around with more of these like up
00:28:45 --> 00:28:49 and coming AI red lab testing they're just totally
00:28:49 --> 00:28:51 different and we kind of teach practitioners
00:28:51 --> 00:28:56 how to lean into their strengths and understand
00:28:56 --> 00:28:59 like not all practitioners are the same you have
00:28:59 --> 00:29:01 a unique voice and here's how you can harness
00:29:01 --> 00:29:03 that in your marketing and it's everything from
00:29:03 --> 00:29:06 what does your branding look like to what channels
00:29:06 --> 00:29:08 should you be on according to your strengths
00:29:08 --> 00:29:11 so it's it's free it's completely free they can
00:29:11 --> 00:29:13 just you know five minutes and we give them a
00:29:13 --> 00:29:15 little bit of a free report after there's a really
00:29:15 --> 00:29:18 long report they can buy that's like 45 pages
00:29:18 --> 00:29:20 if you really want to do a deep dive but you
00:29:20 --> 00:29:22 get enough information if you take the free quiz
00:29:22 --> 00:29:26 that you can learn a lot about yourself do you
00:29:26 --> 00:29:28 find many practitioners assume people already
00:29:28 --> 00:29:33 understand their work um i would say yes almost
00:29:33 --> 00:29:36 universally practitioners are almost speaking
00:29:36 --> 00:29:38 like they are speaking to other practitioners
00:29:38 --> 00:29:41 right they're used to like going to these conferences
00:29:41 --> 00:29:44 and having a certain language that they're using
00:29:44 --> 00:29:48 and so it's something i call expert blindness
00:29:48 --> 00:29:50 like you you don't remember how smart you are
00:29:50 --> 00:29:52 because you've been doing it for so long and
00:29:52 --> 00:29:55 then you have to like actively sometimes think
00:29:55 --> 00:29:57 okay i'm talking to a consumer audience who may
00:29:57 --> 00:30:02 not understand what these words mean so again
00:30:02 --> 00:30:05 like i said avoiding jargon and showing like
00:30:05 --> 00:30:08 the why before what you share a lot of times
00:30:08 --> 00:30:11 i'll see a practitioner get on instagram and
00:30:11 --> 00:30:14 they're doing like a deep dive on the krebs cycle
00:30:14 --> 00:30:17 which is interesting but it's also like if you're
00:30:17 --> 00:30:18 jumping in the middle of that you're probably
00:30:18 --> 00:30:22 like why does this matter? Like, okay, I've heard
00:30:22 --> 00:30:24 of the Krebs cycle, but how does that impact
00:30:24 --> 00:30:27 me, who's sitting at my house with Lyme disease?
00:30:27 --> 00:30:29 And like, what do I need to know about this?
00:30:29 --> 00:30:32 And does it impact my fatigue? Or, you know,
00:30:32 --> 00:30:34 I think sometimes we're missing that piece of
00:30:34 --> 00:30:37 the why. So I think if they can slow down, and
00:30:37 --> 00:30:40 again, think about your avatar and think about
00:30:40 --> 00:30:43 like, who am i serving and how would they need
00:30:43 --> 00:30:45 me to explain this i really think it's just taking
00:30:45 --> 00:30:48 an extra you know 30 seconds before you record
00:30:48 --> 00:30:52 content to think about your audience and kind
00:30:52 --> 00:30:55 of reframe things if you can and like a slower
00:30:55 --> 00:30:58 um not dumbing it down but just simplifying it
00:30:58 --> 00:31:01 and making sure it's applicable to them a lot
00:31:01 --> 00:31:03 of practitioners feel intimidated by automation
00:31:03 --> 00:31:07 because they worry it may feel impersonal what
00:31:07 --> 00:31:09 are some of the most important systems that you
00:31:09 --> 00:31:13 teach wellness practitioners should have in place
00:31:13 --> 00:31:17 as they grow. Yeah, so the first one that I always
00:31:17 --> 00:31:20 recommend is a lot of practitioners don't have
00:31:20 --> 00:31:22 a good way to capture leads on their website.
00:31:23 --> 00:31:25 So if you're looking at your website traffic
00:31:25 --> 00:31:28 and you're having a couple hundred people in
00:31:28 --> 00:31:30 on your site a week, but then you're not giving
00:31:30 --> 00:31:33 them a reason to get on your email list, that's
00:31:33 --> 00:31:36 really one of the first things that we work on,
00:31:36 --> 00:31:39 which does actually involve an automation. So
00:31:39 --> 00:31:42 I like this question, but I think... automations
00:31:42 --> 00:31:47 can feel impersonal if they're not written in
00:31:47 --> 00:31:50 a personal way but you know what i teach people
00:31:50 --> 00:31:52 is with your welcome series every single person
00:31:52 --> 00:31:55 who comes into your list is going to get those
00:31:55 --> 00:31:58 emails hopefully they're going to open them but
00:31:58 --> 00:32:02 i would take the most time on creating that welcome
00:32:02 --> 00:32:05 automation so it does feel like you're personally
00:32:05 --> 00:32:07 welcoming them whether that's including like
00:32:07 --> 00:32:10 pictures or you know parts of your life or making
00:32:10 --> 00:32:14 sure it's very clearly in your voice i know i'm
00:32:14 --> 00:32:17 very not against automations I think you definitely
00:32:17 --> 00:32:20 need them to grow and scale I think where it
00:32:20 --> 00:32:23 falls short is when people understand they need
00:32:23 --> 00:32:25 an automation and then they just like throw something
00:32:25 --> 00:32:28 in chat GPT it doesn't sound anything like them
00:32:28 --> 00:32:31 it's going to sound like everyone else who's
00:32:31 --> 00:32:35 you know using AI to market so I would say take
00:32:35 --> 00:32:37 your time on that welcome automation and like
00:32:37 --> 00:32:39 actually sit down and write it yourself in the
00:32:39 --> 00:32:42 way that you speak if you don't have time to
00:32:42 --> 00:32:46 write it What I always recommend is record a
00:32:46 --> 00:32:49 couple of voice notes, take the transcript, and
00:32:49 --> 00:32:52 then drop that into Claude or ChatGPT and say
00:32:52 --> 00:32:55 like, hey, preserve the way that I speak, the
00:32:55 --> 00:32:58 words I'm using, but just clean it up a little
00:32:58 --> 00:33:00 bit, right? And that's still going to sound like
00:33:00 --> 00:33:02 you because it's the words that you actually
00:33:02 --> 00:33:05 said, but that'll take you, probably one email
00:33:05 --> 00:33:07 will be like a three -minute voice memo, maybe
00:33:07 --> 00:33:10 less. So it's not... even it's actually probably
00:33:10 --> 00:33:14 a time saver if you do it that way so just kind
00:33:14 --> 00:33:16 of thinking of ways to preserve your own voice
00:33:16 --> 00:33:19 within the automations what does the line marketing
00:33:19 --> 00:33:22 mean to you Okay, so I talk a lot about alignment
00:33:22 --> 00:33:24 because I have a little like hippie woo side
00:33:24 --> 00:33:27 to my brand where I talk about the nervous system
00:33:27 --> 00:33:31 and high vibe and everything like that. So I
00:33:31 --> 00:33:33 would say what it means to me is like everything
00:33:33 --> 00:33:37 in your business is telling the same story. So
00:33:37 --> 00:33:39 it's the way that you show up. It's the energy
00:33:39 --> 00:33:41 you have. It's the things we just talked about
00:33:41 --> 00:33:44 like your voice in your emails, your offers,
00:33:44 --> 00:33:48 your delivery. Is there, can someone look at
00:33:48 --> 00:33:52 your website and say, oh, that's Allie's website
00:33:52 --> 00:33:54 for sure. We understand her brand. We've seen
00:33:54 --> 00:33:57 it. And they can see me in person and say, oh,
00:33:57 --> 00:33:59 this all makes sense, right? That's her. That's
00:33:59 --> 00:34:02 truly who she is. And so I think it's interesting
00:34:02 --> 00:34:05 when I ask a practitioner this, but I'm like,
00:34:05 --> 00:34:08 if your best friend who doesn't maybe know anything
00:34:08 --> 00:34:11 about your business were to read this email or
00:34:11 --> 00:34:14 this social post. blind and we're not telling
00:34:14 --> 00:34:17 them right like maybe we give them five and we're
00:34:17 --> 00:34:19 like which one is your friend could they tell
00:34:19 --> 00:34:21 a lot of times they can't because you're not
00:34:21 --> 00:34:25 necessarily in alignment with who you are so
00:34:25 --> 00:34:28 I think the first part of that is really understanding
00:34:28 --> 00:34:31 who you are and understanding how to ground your
00:34:31 --> 00:34:34 nervous system and you know that deep like knowing
00:34:34 --> 00:34:36 of self and then how do you translate that into
00:34:36 --> 00:34:40 your assets, which again, with AI, I'm not anti
00:34:40 --> 00:34:43 -AI at all, but I do think we lose some of that
00:34:43 --> 00:34:46 personality and voice if we're not careful when
00:34:46 --> 00:34:48 we're using it. So what I teach people are, like
00:34:48 --> 00:34:50 I said, the little shortcuts of how to still
00:34:50 --> 00:34:53 sound like yourself, even though you are maybe
00:34:53 --> 00:34:56 using that in your practice. How can practitioners
00:34:56 --> 00:34:58 market themselves effectively without sounding
00:34:58 --> 00:35:01 pushy, salesy, or disconnected from their mission?
00:35:02 --> 00:35:07 So I would say the biggest help I've seen is
00:35:07 --> 00:35:11 selling the transformation. I think here's who
00:35:11 --> 00:35:13 you are before. Let me acknowledge your symptoms,
00:35:13 --> 00:35:16 what you're dealing with. Like, are you sleeping
00:35:16 --> 00:35:20 three hours a night and you're reacting to every
00:35:20 --> 00:35:23 food? Like you laid out the picture of what that
00:35:23 --> 00:35:26 patient is dealing with. Then you have your offer
00:35:26 --> 00:35:29 in there, and then you talk about what are they
00:35:29 --> 00:35:33 going to get after. So ideally, at the end of
00:35:33 --> 00:35:35 this course, you're going to be sleeping eight
00:35:35 --> 00:35:37 hours. You're going to feel a little bit more
00:35:37 --> 00:35:39 energized. You're going to be able to reintroduce
00:35:39 --> 00:35:42 foods that you haven't eaten in a couple years.
00:35:43 --> 00:35:45 And it's going a step further than that. And
00:35:45 --> 00:35:48 I think saying, like, imagine what your life
00:35:48 --> 00:35:50 could be like if you could safely go out to restaurants
00:35:50 --> 00:35:52 with your friends again. Maybe you haven't done
00:35:52 --> 00:35:55 that in five years. Or if you woke up and had
00:35:55 --> 00:35:57 the energy to play with your kids. You know,
00:35:57 --> 00:35:58 if you're sleeping two hours a night, you're
00:35:58 --> 00:36:01 probably not going to have the energy to go take
00:36:01 --> 00:36:04 them to the park. So I think. it's selling like
00:36:04 --> 00:36:07 yes I acknowledge you is the first step here's
00:36:07 --> 00:36:09 the solution here's what's going on and then
00:36:09 --> 00:36:12 here's where you could be if you really dedicate
00:36:12 --> 00:36:15 yourself to this so I think a lot of people will
00:36:15 --> 00:36:18 they're really proud of the coaching or the course
00:36:18 --> 00:36:20 they built and their whole sales page will be
00:36:20 --> 00:36:23 like here's every module and here's what I'm
00:36:23 --> 00:36:25 going to tell you here's my credentials but you
00:36:25 --> 00:36:27 really want to flip that and make it about the
00:36:27 --> 00:36:30 patient if you can What are some of the most
00:36:30 --> 00:36:32 common marketing mistakes practitioners make
00:36:32 --> 00:36:35 when they try to grow online? Something I've
00:36:35 --> 00:36:40 seen recently is people who are inconsistent
00:36:40 --> 00:36:45 with their posting. So maybe they hire someone
00:36:45 --> 00:36:48 and then they want to post every day for a month
00:36:48 --> 00:36:50 or two, and then they just don't post for six
00:36:50 --> 00:36:52 months. And then they come back and they're like,
00:36:52 --> 00:36:55 oh, shoot, I need clients. And, you know, try
00:36:55 --> 00:36:58 to make like a sales post right away. And I think
00:36:58 --> 00:37:00 I always tell people, you know, the relationship
00:37:00 --> 00:37:05 with marketing is almost like dating where that
00:37:05 --> 00:37:07 wouldn't work if you were, you know, dated someone
00:37:07 --> 00:37:09 for one or two months and then you just left
00:37:09 --> 00:37:11 and came back six months later and you were like,
00:37:11 --> 00:37:14 okay, let's get engaged. Obviously, that's not
00:37:14 --> 00:37:16 going to work. So you just have to be consistent
00:37:16 --> 00:37:20 and you have to. yeah just show up even if it's
00:37:20 --> 00:37:22 like i'm going to commit to posting once a week
00:37:22 --> 00:37:25 and that's not very often for you but you can
00:37:25 --> 00:37:28 commit to it and people will come to expect like
00:37:28 --> 00:37:31 okay she makes these really cool research posts
00:37:31 --> 00:37:34 every thursday that's better than this like kind
00:37:34 --> 00:37:36 of push pull but i mean there's a lot i think
00:37:36 --> 00:37:39 like not having a clear call to action people
00:37:39 --> 00:37:42 need to be told like the next step in all of
00:37:42 --> 00:37:46 your marketing and also maybe One big thing lately
00:37:46 --> 00:37:51 is ignoring SEO. Again, with talking about AI,
00:37:51 --> 00:37:53 people are just kind of throwing something in
00:37:53 --> 00:37:55 chat and then putting it on their website. But
00:37:55 --> 00:37:58 there's a lot more deep keyword research that
00:37:58 --> 00:38:01 needs to happen if you do want to rank organically
00:38:01 --> 00:38:03 on your website. So those are just a couple of
00:38:03 --> 00:38:05 things that I see. You don't just work behind
00:38:05 --> 00:38:07 the scenes with brands and practitioners. You
00:38:07 --> 00:38:10 also help teach. I'd love to talk about your
00:38:10 --> 00:38:14 courses and how you help people become... confident
00:38:14 --> 00:38:17 and clear in their messaging yeah so i have one
00:38:17 --> 00:38:21 main course for practitioners and then i have
00:38:21 --> 00:38:23 one main course that applies to like patients
00:38:23 --> 00:38:27 practitioners and brands so the practitioner
00:38:27 --> 00:38:32 facing course it's actually 100 weeks long but
00:38:32 --> 00:38:35 you can buy the modules they're one month long
00:38:35 --> 00:38:38 each so you can just buy whichever ones you want
00:38:38 --> 00:38:41 to work on and it's all marketing based so for
00:38:41 --> 00:38:45 example there's a module that is all about how
00:38:45 --> 00:38:47 to start a podcast as a practitioner. So it'll
00:38:47 --> 00:38:50 walk you through with it. You know, there's four
00:38:50 --> 00:38:52 different weeks we walk through. And the first
00:38:52 --> 00:38:55 one we talk about, what's the positioning? Let's
00:38:55 --> 00:38:57 name your podcast. Let's talk about the audience.
00:38:57 --> 00:38:59 What are the tools that we need to get ready?
00:39:00 --> 00:39:02 And then the following week, do something like,
00:39:02 --> 00:39:07 how do you get guests? How do you outline how
00:39:07 --> 00:39:09 you're going to interview people? So it's like
00:39:09 --> 00:39:11 a step -by -step because I think there's a lot
00:39:11 --> 00:39:14 of missing pieces in. practitioner marketing
00:39:14 --> 00:39:18 and this is like I said this is only for functional
00:39:18 --> 00:39:20 medicine practitioners it's very specific so
00:39:20 --> 00:39:22 we have that it's called our wellness empire
00:39:22 --> 00:39:26 blueprint is the full course and then on the
00:39:26 --> 00:39:29 other side of it we have our high vibe frequency
00:39:29 --> 00:39:33 which that one is a little bit more on understanding
00:39:33 --> 00:39:36 like the neuroscience of the nervous system and
00:39:36 --> 00:39:39 also the limbic system and neuroplasticity which
00:39:39 --> 00:39:42 is applicable to practitioners but also like
00:39:42 --> 00:39:44 this is really important for you to know for
00:39:44 --> 00:39:46 your patients right because people with chronic
00:39:46 --> 00:39:48 illness they get stuck in this victim loop or
00:39:48 --> 00:39:51 they get stuck in this like severe anxiety and
00:39:51 --> 00:39:54 so I have that course which really goes through
00:39:54 --> 00:39:57 like how do you maintain your energy and stay
00:39:57 --> 00:39:59 magnetic and how do you ground yourself and what
00:39:59 --> 00:40:02 are the routines that are important in order
00:40:02 --> 00:40:06 to be this like parasympathetic like calm rest
00:40:06 --> 00:40:09 and digest state which i don't think you can
00:40:09 --> 00:40:11 heal without that so we have like the really
00:40:11 --> 00:40:14 practical marketing side and then we also have
00:40:14 --> 00:40:16 sort of like the the nervous system limbic system
00:40:16 --> 00:40:19 side of it too what kind of transformations do
00:40:19 --> 00:40:21 you hope practitioners experience through those
00:40:21 --> 00:40:28 master classes i would say For the classes, a
00:40:28 --> 00:40:32 lot of times it's solving like one problem, whether
00:40:32 --> 00:40:35 it's like how do I hire someone, who's the next
00:40:35 --> 00:40:39 hire, in what order, or it might be like One
00:40:39 --> 00:40:42 of my favorite ones that I do is we take two
00:40:42 --> 00:40:45 hours and we build like three months of content.
00:40:45 --> 00:40:49 So I teach them how to splinter like a 15 minute
00:40:49 --> 00:40:53 video into blog posts, social posts, you know,
00:40:53 --> 00:40:56 tweets, email campaigns, a lead magnet. So, right,
00:40:56 --> 00:40:59 you take just 15 minutes of recording and then
00:40:59 --> 00:41:02 we're going to build multiple months of content
00:41:02 --> 00:41:05 from that. So I think a lot of it is just giving
00:41:05 --> 00:41:07 them a structure that they can repeat, which,
00:41:07 --> 00:41:09 of course, then they're not going to need to
00:41:09 --> 00:41:11 keep you know taking the master classes they
00:41:11 --> 00:41:14 can come back and say like hey I followed this
00:41:14 --> 00:41:16 structure you know did my 15 minute video had
00:41:16 --> 00:41:19 a whole quarter of content so I think practitioners
00:41:19 --> 00:41:22 don't really have marketing background they have
00:41:22 --> 00:41:25 of course their medical background so a lot of
00:41:25 --> 00:41:27 it is me just explaining hey here's the best
00:41:27 --> 00:41:29 practice here's some tips here's some tricks
00:41:30 --> 00:41:32 Here's a structure you can replicate. And they're
00:41:32 --> 00:41:35 good to go after that. I think they get a little
00:41:35 --> 00:41:37 bit stuck when they're just like, I don't know
00:41:37 --> 00:41:39 what to post or what to say. I just need someone
00:41:39 --> 00:41:41 to tell me and give me a plan and they can execute
00:41:41 --> 00:41:44 it. Why do you think deeper long form teachings
00:41:44 --> 00:41:49 matter so much right now? I have a very interesting
00:41:49 --> 00:41:51 take on this because I know people are saying
00:41:51 --> 00:41:53 we need to create shorter and shorter content
00:41:53 --> 00:41:56 because of people's attention spans. I don't
00:41:56 --> 00:41:59 necessarily agree with that. If you have looked
00:41:59 --> 00:42:03 at any research on audiobooks, podcasts like
00:42:03 --> 00:42:06 that, those industries are still booming and
00:42:06 --> 00:42:09 they're very long form content. So I would say
00:42:09 --> 00:42:13 short form, like short reels. are good for discovery
00:42:13 --> 00:42:15 it's good for like new people to find you and
00:42:15 --> 00:42:18 see a short clip of what you do but the long
00:42:18 --> 00:42:20 form content i think is where the relationships
00:42:20 --> 00:42:23 are really developed you can't build this like
00:42:23 --> 00:42:26 trust deep trust in yourself if all you're doing
00:42:26 --> 00:42:29 is creating 30 second reels people can say oh
00:42:29 --> 00:42:31 that's interesting they're just going to keep
00:42:31 --> 00:42:33 scrolling but if you're creating this longer
00:42:33 --> 00:42:36 form content with real strategy that's where
00:42:36 --> 00:42:38 people are like oh I'm looking forward to this
00:42:38 --> 00:42:41 podcast or this master class that she does because
00:42:41 --> 00:42:43 they feel like they know you a little bit better
00:42:43 --> 00:42:46 right it's hard for them to feel like they can
00:42:46 --> 00:42:48 get to know you in a quick like 30 second 60
00:42:48 --> 00:42:51 second reel so I think I think there's going
00:42:51 --> 00:42:53 to be a resurgence of long -form content. I know
00:42:53 --> 00:42:56 people are saying our attention spans can't handle
00:42:56 --> 00:42:57 it, but I truly believe we're going to come back
00:42:57 --> 00:43:00 to this idea of courses, longer teaching, you
00:43:00 --> 00:43:03 know, that kind of connection. And now we'll
00:43:03 --> 00:43:06 take time for a commercial break. Welcome back.
00:43:07 --> 00:43:09 For someone listening who feels overwhelmed by
00:43:09 --> 00:43:13 marketing or growth strategy, which topic do
00:43:13 --> 00:43:16 you think would help them most first? Burnout,
00:43:16 --> 00:43:18 prevention, system automation, or line messaging?
00:43:19 --> 00:43:22 So I have another interesting take on this, but
00:43:22 --> 00:43:25 I really think nailing your messaging is the
00:43:25 --> 00:43:29 most important thing. Because if you don't, it's
00:43:29 --> 00:43:32 not as if like your automation or a system is
00:43:32 --> 00:43:36 going to make people relate with you. So I think
00:43:36 --> 00:43:38 having the wrong messaging or not really having
00:43:38 --> 00:43:42 a distinct voice is a pretty expensive issue.
00:43:44 --> 00:43:46 the business because you know it might look like
00:43:46 --> 00:43:49 a traffic problem or a conversion problem or
00:43:49 --> 00:43:53 a pricing problem but i think when that messaging
00:43:53 --> 00:43:55 really clicks and people can feel who you are
00:43:55 --> 00:43:58 and feel in alignment your your conversion is
00:43:58 --> 00:44:00 going to just skyrocket because they're like
00:44:00 --> 00:44:04 oh you know this doctor works with women who
00:44:04 --> 00:44:09 are age 45 to 60 and she talks about perimenopause
00:44:09 --> 00:44:11 and fatigue and like you know really specific
00:44:11 --> 00:44:15 things They're going to see themselves in your
00:44:15 --> 00:44:18 messaging. And then if they like you, they're
00:44:18 --> 00:44:20 going to follow you and know that it's a good
00:44:20 --> 00:44:23 fit. So I think, you know, audience alignment
00:44:23 --> 00:44:26 with messaging is a really fast fix. It's really
00:44:26 --> 00:44:28 just nailing your voice and kind of knowing who
00:44:28 --> 00:44:31 you're speaking to. And I think that is going
00:44:31 --> 00:44:34 to help you not feel as burned out because you're
00:44:34 --> 00:44:36 not going to be spinning your wheels as much
00:44:36 --> 00:44:38 to make things happen. So I feel like fix the
00:44:38 --> 00:44:40 messaging first and then everything else falls
00:44:40 --> 00:44:43 into place. How can practitioners share personal
00:44:43 --> 00:44:45 stories without making everything about themselves?
00:44:47 --> 00:44:52 So I think stories are great because it's a way
00:44:52 --> 00:44:55 that we all relate as humans. But I do think
00:44:55 --> 00:44:58 the one thing I tell practitioners is before
00:44:58 --> 00:45:00 you share something, especially if you've been
00:45:00 --> 00:45:03 through chronic illness yourself, I want you
00:45:03 --> 00:45:05 to be in this like very regulated state and think
00:45:05 --> 00:45:09 about what the intention is for sharing it is
00:45:09 --> 00:45:13 it to say hey i've been here and therefore i
00:45:13 --> 00:45:16 know how to help you or are you sharing it maybe
00:45:16 --> 00:45:19 because you want empathy or sympathy or you're
00:45:19 --> 00:45:21 like oh look at this horrible thing i went through
00:45:21 --> 00:45:24 like you really have to think about your intention
00:45:24 --> 00:45:27 with the share and then i would say don't linger
00:45:27 --> 00:45:30 too long in the side of you because of course
00:45:30 --> 00:45:33 ultimately you're trying to help patients so
00:45:33 --> 00:45:35 how does that story you're about to tell about
00:45:35 --> 00:45:38 yourself impact the care that you give to patients
00:45:38 --> 00:45:40 and as long as you can make that transition in
00:45:40 --> 00:45:42 your storytelling then you know it's not going
00:45:42 --> 00:45:45 to sound like it's just a story about you but
00:45:45 --> 00:45:48 i do think it's important and probably the opposite
00:45:48 --> 00:45:51 is more true where practitioners don't share
00:45:51 --> 00:45:54 enough about themselves that's a lot more common
00:45:54 --> 00:45:56 actually that I see that I'll have to nudge them
00:45:56 --> 00:45:58 and say like hey I think people really want to
00:45:58 --> 00:46:01 see what you eat in the morning since you talk
00:46:01 --> 00:46:03 about nutrition like why don't you share you
00:46:03 --> 00:46:06 know a picture of your breakfast every now and
00:46:06 --> 00:46:09 then um and so I think like more the issue is
00:46:09 --> 00:46:12 how do you make yourself seem like a human than
00:46:12 --> 00:46:14 it is they talk about themselves more I don't
00:46:14 --> 00:46:16 see that too often I more see like you need to
00:46:16 --> 00:46:19 talk about yourself a little bit more Do you
00:46:19 --> 00:46:21 think educational content builds trust more effectively
00:46:21 --> 00:46:25 than direct promotion alone? Oh, for sure. I
00:46:25 --> 00:46:28 actually just sort of stopped working with a
00:46:28 --> 00:46:32 client for this reason, because I'm very pro
00:46:32 --> 00:46:37 value first, education first. And this client
00:46:37 --> 00:46:40 really wanted to do, I call it like. used car
00:46:40 --> 00:46:43 salesman marketing um but it's not like very
00:46:43 --> 00:46:47 kind of just like sleazy like I'm gonna make
00:46:47 --> 00:46:49 you feel bad about yourself and this is an urgent
00:46:49 --> 00:46:53 offer and this ends you know tonight at 8 p .m
00:46:53 --> 00:46:54 and if you don't do it you're gonna be sick forever
00:46:54 --> 00:46:58 like that's just not I couldn't be in alignment
00:46:58 --> 00:47:01 with myself and do that for the client just because
00:47:01 --> 00:47:04 I don't i really don't believe in that and especially
00:47:04 --> 00:47:07 for like a very sick audience which this person
00:47:07 --> 00:47:10 had and so there are some cases where i have
00:47:10 --> 00:47:13 walked away from a project and said like i respect
00:47:13 --> 00:47:16 whatever you want to do but i just can't feel
00:47:16 --> 00:47:20 right writing that copy for you so and even with
00:47:20 --> 00:47:22 supplement companies i've worked with we're always
00:47:22 --> 00:47:26 value and education first and then the sales
00:47:26 --> 00:47:28 will grow so for one company microbiome labs
00:47:28 --> 00:47:32 i helped create a microbiome education platform
00:47:32 --> 00:47:35 and the only purpose of it was blog content video
00:47:35 --> 00:47:39 content a scientific advisory board and maybe
00:47:39 --> 00:47:43 occasionally we would link a product but it wasn't
00:47:43 --> 00:47:45 like we were doing direct sales emails and that
00:47:45 --> 00:47:47 was really really effective i mean it took a
00:47:47 --> 00:47:50 little bit longer to build that organically but
00:47:50 --> 00:47:52 that was really effective in driving sales so
00:47:52 --> 00:47:55 i do think it's a little bit longer of a game
00:47:55 --> 00:47:57 you're not going to make overnight money but
00:47:57 --> 00:48:00 if you have the time then i always think education
00:48:00 --> 00:48:03 first in addition to consulting and teaching
00:48:03 --> 00:48:06 you and your team also have a channel and content
00:48:06 --> 00:48:09 platform where you promote companies through
00:48:09 --> 00:48:12 videos blogs and educational content what inspired
00:48:12 --> 00:48:16 you to create that kind of platform i really
00:48:16 --> 00:48:20 think there's not a lot of people giving practitioner
00:48:20 --> 00:48:23 support in the industry at least that I've found
00:48:23 --> 00:48:26 so I wanted a platform where I could sort of
00:48:26 --> 00:48:28 model the things that I'm telling practitioners
00:48:28 --> 00:48:33 to do so giving them education first and resources
00:48:33 --> 00:48:38 and master classes and things like that because
00:48:38 --> 00:48:41 you know I think it's important that they can
00:48:41 --> 00:48:45 see examples of what we're teaching so We might
00:48:45 --> 00:48:48 have a blog post that we reference where if I'm
00:48:48 --> 00:48:50 in the blog module with the course going through
00:48:50 --> 00:48:52 it with practitioners, I can just hop on my website,
00:48:52 --> 00:48:56 pull up any blog and say, OK, here's a header.
00:48:56 --> 00:48:58 Like, this is what I mean by putting the SEO
00:48:58 --> 00:49:01 here. Here's an example. And it just makes it
00:49:01 --> 00:49:05 a little bit easier to teach them if we have.
00:49:06 --> 00:49:08 that platform ourselves. And it's an underserved
00:49:08 --> 00:49:11 market. So a lot of practitioners, when I first
00:49:11 --> 00:49:13 started before I had a website, they were like,
00:49:13 --> 00:49:15 well, can you show me? Can you give me an example?
00:49:15 --> 00:49:18 And so we're like, okay, well, we have to build
00:49:18 --> 00:49:20 that now, which is fine. And I love content.
00:49:20 --> 00:49:24 It's actually my first love when I was, my first
00:49:24 --> 00:49:27 big industry job was head of content at Cellcor
00:49:27 --> 00:49:29 Biosciences. So I built all of this for them
00:49:29 --> 00:49:31 and then I'm just kind of applying that to my
00:49:31 --> 00:49:34 own business. In chronic illness and root cause
00:49:34 --> 00:49:37 wellness, trust is everything. How can brands
00:49:37 --> 00:49:39 and practitioners earn trust over time instead
00:49:39 --> 00:49:43 of trying to force quick results? Yeah, and this
00:49:43 --> 00:49:46 is totally my long -term philosophy. So I think
00:49:46 --> 00:49:50 it's this long -term relationship of these consistent
00:49:50 --> 00:49:54 and honest moments. Being authentic, I think
00:49:54 --> 00:49:57 patients are really good at spotting something
00:49:57 --> 00:49:59 that doesn't feel right. Like you're just reading
00:49:59 --> 00:50:02 off a script. I think their nervous systems are
00:50:02 --> 00:50:05 very tuned typically to be hypervigilant, right?
00:50:05 --> 00:50:08 Because they have these illnesses and they're
00:50:08 --> 00:50:10 probably self -scanning a lot. Like, what are
00:50:10 --> 00:50:13 my symptoms today? And, you know, maybe they're
00:50:13 --> 00:50:15 a little bit dysregulated. But I think because
00:50:15 --> 00:50:19 of that, patients are also very easy for them
00:50:19 --> 00:50:22 to sniff out someone who doesn't feel like they're
00:50:22 --> 00:50:25 being genuine. So it's really important that
00:50:25 --> 00:50:28 practitioners can develop that trust over time
00:50:28 --> 00:50:32 and also Being transparent. I think sometimes
00:50:32 --> 00:50:35 I'll see a practitioner post and I'm like, do
00:50:35 --> 00:50:37 they really believe in that product or are they
00:50:37 --> 00:50:40 just getting like a big commission from it? So
00:50:40 --> 00:50:42 I think just closing, you know, affiliate partnerships
00:50:42 --> 00:50:46 and honoring sort of the patient's journey and
00:50:46 --> 00:50:49 autonomy, I think is important. But yeah, I think
00:50:49 --> 00:50:52 there's a lot that we can do to help practitioners
00:50:52 --> 00:50:56 stay authentic instead of, you know, slipping
00:50:56 --> 00:50:59 into this like. I'm just gonna put out content
00:50:59 --> 00:51:02 and not care about how it lands. There can be
00:51:02 --> 00:51:05 a fine line between passionate education and
00:51:05 --> 00:51:07 fear -based messaging in wellness. How do you
00:51:07 --> 00:51:10 help clients communicate serious issues without
00:51:10 --> 00:51:14 slipping into alarmism? A lot of those do really
00:51:14 --> 00:51:18 well in a sort of like face -to -face conversation
00:51:18 --> 00:51:20 so if there's something that if they're working
00:51:20 --> 00:51:22 one -on -one with a client of course I would
00:51:22 --> 00:51:24 recommend waiting until their their next appointment
00:51:24 --> 00:51:26 and kind of talking through it in person but
00:51:26 --> 00:51:30 if they're not I think the idea of group coaching
00:51:30 --> 00:51:32 can be really helpful because you're in front
00:51:32 --> 00:51:35 of them and you're able to have a more nuanced
00:51:35 --> 00:51:38 conversation i think again back to the nervous
00:51:38 --> 00:51:40 system but patients who don't know what's going
00:51:40 --> 00:51:43 on with them yet as you're kind of like discovering
00:51:43 --> 00:51:46 that root cause journey i think they're constantly
00:51:46 --> 00:51:49 going to feel that like pressure and anxiety
00:51:49 --> 00:51:53 and any communication from a practitioner can
00:51:53 --> 00:51:55 make them in that like you know fight or flight
00:51:55 --> 00:52:01 mode so I think anytime we can do a more human
00:52:01 --> 00:52:03 conversation, whether that's group coaching or
00:52:03 --> 00:52:06 one -on -one coaching or having like even a video,
00:52:06 --> 00:52:08 like if you're not working with them directly,
00:52:08 --> 00:52:12 but you can create a video. And I think, like
00:52:12 --> 00:52:15 I said before, affirming them, right? Like what
00:52:15 --> 00:52:17 you're going through is real. I'm here for you.
00:52:17 --> 00:52:20 This is why I'm doing this education. And we'll
00:52:20 --> 00:52:23 figure this out. I really feel like if all practitioners
00:52:23 --> 00:52:26 could take one thing away, it's really see and
00:52:26 --> 00:52:29 make sure that your patients and potential patients
00:52:29 --> 00:52:33 feel seen and that's going to right away calm
00:52:33 --> 00:52:36 their nervous system. For someone listening today
00:52:36 --> 00:52:39 who feels called to grow their practice, clarify
00:52:39 --> 00:52:42 their voice or share their message more boldly
00:52:42 --> 00:52:45 but is afraid of burnout or being too visible,
00:52:45 --> 00:52:50 what would be your first piece of advice? I work
00:52:50 --> 00:52:54 with a few practitioners who I wouldn't say I
00:52:54 --> 00:52:56 think practitioners a lot of times are wired
00:52:56 --> 00:52:58 for burnout, and they don't know they're in burnout.
00:52:59 --> 00:53:02 And so more of it is an issue of like, how do
00:53:02 --> 00:53:05 we organize your time. But I have worked with
00:53:05 --> 00:53:07 a few practitioners who do not want to be on
00:53:07 --> 00:53:11 video at all. And that like being visible. it's
00:53:11 --> 00:53:14 hard for them they want to do all of their marketing
00:53:14 --> 00:53:16 sort of behind the screen and I don't think it's
00:53:16 --> 00:53:19 possible not in today's world where everything
00:53:19 --> 00:53:22 is like video based and you know social media
00:53:22 --> 00:53:24 requires you to sort of have a face and have
00:53:24 --> 00:53:27 a brand so what I do with them is we work on
00:53:27 --> 00:53:32 really like easy comfortable ways to get yourself
00:53:32 --> 00:53:34 out there and I think like once you start recording
00:53:34 --> 00:53:36 videos you realize it's actually not that scary
00:53:36 --> 00:53:40 like you have to sort of get over that idea of
00:53:40 --> 00:53:43 perfection And I think actually imperfect videos
00:53:43 --> 00:53:46 work better on social media than these like really
00:53:46 --> 00:53:50 polished script driven, you know, highly edited
00:53:50 --> 00:53:53 videos. I, for one of my clients, she has maybe.
00:53:54 --> 00:53:58 100 followers and she'll have a video team
00:53:58 --> 00:54:02 come in do a very like expensive professional
00:54:02 --> 00:54:05 shoot and we'll cut those and put them on social
00:54:05 --> 00:54:08 but her ones that do better are just when she
00:54:08 --> 00:54:10 grabs her phone and she's doing a little selfie
00:54:10 --> 00:54:13 style like riff where I haven't even given her
00:54:13 --> 00:54:16 a script she she's just hopping on walking her
00:54:16 --> 00:54:19 dog or whatever she's doing that morning so I
00:54:19 --> 00:54:21 think that People are just looking for more authenticity
00:54:21 --> 00:54:25 and also helping them understand like you don't
00:54:25 --> 00:54:26 have to be perfect. You can release something
00:54:26 --> 00:54:30 where you mess up a couple of words and you maybe
00:54:30 --> 00:54:32 didn't say exactly what you wanted to say. And
00:54:32 --> 00:54:34 it's relatable. People are going to trust you
00:54:34 --> 00:54:38 more because you're not this like really unattainable,
00:54:38 --> 00:54:41 perfect, like, you know, celebrity, quote unquote,
00:54:41 --> 00:54:43 like you're just a human like them. And I think
00:54:43 --> 00:54:46 that's really appealing for patients. You have
00:54:46 --> 00:54:49 a generous selection of colorful Pinterest template
00:54:49 --> 00:54:52 pins for most people to use. I really enjoyed
00:54:52 --> 00:54:56 watching them. I noticed you use friends references
00:54:56 --> 00:54:59 quite a bit on your channel. Is that just personal
00:54:59 --> 00:55:01 style and humor, or is there a fun connection
00:55:01 --> 00:55:06 to the name channel? That's funny. So when I
00:55:06 --> 00:55:09 was in high school, I... My nickname was Bing
00:55:09 --> 00:55:12 because of Chandler Bing. And so I feel like
00:55:12 --> 00:55:15 that was always just a part of my life. And I
00:55:15 --> 00:55:18 watched Friends. And so I think one of the things
00:55:18 --> 00:55:21 that I want to bring back actually is this like.
00:55:22 --> 00:55:26 late 90s, early 2000s nostalgia, like I have
00:55:26 --> 00:55:29 this little side quest of, I think people miss
00:55:29 --> 00:55:32 a time before social media got really popular.
00:55:32 --> 00:55:35 And so a lot of the gifts and things that I share
00:55:35 --> 00:55:39 are a little bit of that nostalgic, like, oh,
00:55:39 --> 00:55:41 we're, you know, when I was in high school, we
00:55:41 --> 00:55:43 didn't have Facebook yet. And we would write
00:55:43 --> 00:55:46 you know, little notes and shape them like a
00:55:46 --> 00:55:48 football and give them to each other. So I think
00:55:48 --> 00:55:51 part of my mission is just like the comfort and
00:55:51 --> 00:55:53 nostalgia and how do we kind of go back to this
00:55:53 --> 00:55:57 space where communication wasn't as gated and
00:55:57 --> 00:56:00 it wasn't as like, you know, expectations to
00:56:00 --> 00:56:03 be perfect on social media. So it is intentional.
00:56:03 --> 00:56:06 I actually just had a meeting with my team this
00:56:06 --> 00:56:10 week on what gifts are on brand for us. So it
00:56:10 --> 00:56:11 is something that we're constantly talking about
00:56:11 --> 00:56:14 on the team. Where can people learn more about
00:56:14 --> 00:56:17 your work, your courses, your masterclasses,
00:56:17 --> 00:56:19 and the ways you support practitioners and wellness
00:56:19 --> 00:56:23 brands? Sure. So I guess two places I would send
00:56:23 --> 00:56:25 you. One of them, if you want to take the archetype
00:56:25 --> 00:56:27 quiz, which is what I talked about, it's completely
00:56:27 --> 00:56:30 free. There's a patient version and a practitioner
00:56:30 --> 00:56:33 version. You can just go to upsellhealth .com
00:56:33 --> 00:56:37 slash archetype. And it's really cute. There's
00:56:37 --> 00:56:39 a little crystal ball and it's very kind of that
00:56:39 --> 00:56:42 magic feel. Other thing, and I didn't talk a
00:56:42 --> 00:56:44 ton about this, but if you're interested in the
00:56:44 --> 00:56:46 app, if you're a patient who's like, I don't
00:56:46 --> 00:56:48 know where to turn, I don't know who can help
00:56:48 --> 00:56:50 me, or if you're a practitioner, practitioner
00:56:50 --> 00:56:52 who's just wanting to get more patients into
00:56:52 --> 00:56:54 your clinic. We have a waitlist open right now.
00:56:55 --> 00:56:57 So it's upsellhealth .com slash app. So very
00:56:57 --> 00:57:00 easy to remember. One is slash archetype. One
00:57:00 --> 00:57:03 is slash app. But yeah, both of them are completely
00:57:03 --> 00:57:06 free. You can join both if you would like to.
00:57:06 --> 00:57:08 And we'll just send you more communication about
00:57:08 --> 00:57:10 your archetype and who you are. And then once
00:57:10 --> 00:57:14 the app launches, we're hoping fall 2026 is our
00:57:14 --> 00:57:16 target for that. But we'll just kind of keep
00:57:16 --> 00:57:19 you in mind when everything gets going for that.
00:57:20 --> 00:57:22 Thank you, Allie, for sharing your wisdom, your
00:57:22 --> 00:57:25 journey, and your heart with us today. Many people
00:57:25 --> 00:57:29 will benefit from this conversation. I'll put
00:57:29 --> 00:57:31 her contact info in the description section.
00:57:31 --> 00:57:34 Thank you, Allie. Thanks for having me. You can
00:57:34 --> 00:57:37 view this episode on many platforms. Thank you
00:57:37 --> 00:57:40 for tuning in to Where Science Meets Self-Care
00:57:40 --> 00:57:43 with Ida Fanelli. Ida bridges clinical science
00:57:43 --> 00:57:47 with holistic wisdom, guiding you toward radiant
00:57:47 --> 00:57:50 skin, balanced energy, and lasting well -being.
00:57:51 --> 00:57:54 Don't forget to subscribe, share the show, and
00:57:54 --> 00:57:57 join us next time for more inspiration and practical
00:57:57 --> 00:58:01 tools to help you live beautifully inside and
00:58:01 --> 00:58:04 out. To connect with Ida, visit linktr.ee/idafanelli.
00:58:05 --> 00:58:10 Until then, take good care of yourself. And remember...
00:58:11 --> 00:58:13 Self-care is where science and soul meet.