Live Your Best Life in Health, and Business
In this episode, Barbara and Damon discuss:
*How Damon Coaches Professionals
*The Difference between the Methods of Marketing
*The Importance of Various Methods of Marketing on Business
“The right marketing is going to be able to create both new and repeatable sales. The systems you put in place are going to be able to create repeatable sales” – Damon Moschetto
Connect with Damon Moschetto:
No B.S. Guide to Fat Loss & Performance
A Simple Guide to Health and Success
Connect with Barbara Hales:
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist
Dr. Barbara Hales: Welcome to another episode of marketing tips for doctors.
I’m your host, Dr. Barbara Hales. Today, we have with us, Damon Moschetto. He is a coach, an entrepreneur, and a speaker. He helps clients improve their health, life, and business. Damon helps his clients uncover and learn what it takes them to live their absolute best life that is all centered around leadership, mindset, and lifestyle. He wants you to be able to implement smart and effective methods to be able to conquer life’s daily challenges.
You will understand why a positive mindset has such an impact on your health and wellness, as well as strategies to improve and protect your mind. You will learn why leadership is about more than just being a CEO or a coach, you must lead yourself because on some level, you always lead others. Lastly, your lifestyle is imperative to putting this all together. Welcome to the show, Damon.
Damon Moschetto: Thanks for having me, happy to be here.
How It All Started
Dr. Barbara Hales: So tell us how it all started.
Damon Moschetto: That’s a long story but sure. I actually got into the health and fitness business out of college due to necessity. I went to college to play baseball and got injured and couldn’t play anymore. So I needed something to do. So it was just a natural progression for me to get into the health and fitness space and from there I dove into it headfirst went into learned everything I could about exercise, physiology, nutrition, and so forth. I was able to help a lot of clients. But one thing that I got into, I really started to understand more. Well actually, I was just more in searching to get better results for my clients was what was the missing piece. And I really uncovered that it’s really mine. So that’s what I started studying.
I always say the first half of my career was diving into physiology and everything you could about the body. And then the second half of my career was all about the mind and learned about leadership techniques and mindset, etc. So that was kind of my transition from there. How I went from the health. I’m still obviously health is a big part of what you know, we talk about promoting lifestyle and so forth, but transfer the trajectory of my career more into the mindsets, you know, psychology side of things, and just helping people with that. So kind of open up a different avenue, I guess then just being in fitness.
How Damon Coaches Professionals
Dr. Barbara Hales: You say that you coach health professional CEOs, other coaches, how do you go about that? Did you set up a strategic plan? What does that look like?
Damon Moschetto: When I’m coaching the clients?
Dr. Barbara Hales: Yes
Damon Moschetto: Yeah, so sure. The first thing I do is sit down and do like a discovery session what are you looking for? Where do you need help? Where are your challenges? Uncover what’s going on, where their biggest challenges are. And from there, the first thing we do is we actually take a look at their lifestyle, like how are you like, a lot of times just, for example, would be like, say someone, a coach of CEO, Sam or the CEO, or someone who’s running the business and entrepreneur, and they’re having some issues. Like usually the first thing we have to work with them is they’re so focused on their business, and everything is like taking a backseat. So what we do there is like, Well, hey, we know business is very important for you. But we know that’s you have to take care of yourself.
So let’s talk about yourself, your habits, that’s kind of get some helpful habits in place, so you feel good, so you have more energy, and you’re less stressed out, and you’re able to actually handle the stress that you’re dealing with in your business. So that’s usually where we start some of those habits stretch, trying to build some healthy habits for them. And from there, that’s where we once we get that established, we talk, you know, if we were rolling into the business a little bit, it’s a lot easier to discuss the, you know, the challenges that they’re having within their business because they’re in a better place. They’re in a better place, like, you know, psychologically, health-wise, they feel better, and they’re able to handle things. And so we can attack. You know, maybe it’s a leadership issue, maybe it’s a marketing issue. We can talk about those things. But typically, that’s usually where we start if that makes sense.
Dr. Barbara Hales: When a CEO is talking to you, I’m sure that his mind is racing and he feels that he’s working, you know, 25/7, how you know, and he says, Well, I can’t slow down because you know, I’m in the midst of several ventures only I can do it. So how do you get them to realize that they need to stay away and delegate more and let others take over the reins while they look more into their own health?
Damon Moschetto: Sure, well, so the first thing we start doing is asking some questions, usually when we peel back that layer. So for that, and that example you just gave me is like, I can’t do it, I got to do it all. I’m the only person. So my question is like, you’re the only person. And I will kind of put it back on like so. In other words, that’s typically a, it’s a very broad statement. Like, it’s a false statement. True, because it’s not true. There are other avenues. But because we’ve framed it, though the CEO has framed it that that is the only way he’s not open to any other possibilities.
Damon Moschetto: So the first thing we have to do is actually say, well, let’s peel that statement back really quick and say, is that true? And when he says, well, not really, then you can actually say, Well, we could say, what’s the solute? So okay, so what could we do instead? Here? Well, so could your general manager over here, take this one piece? If you trained your general manager how to take that piece? The answer is typical Yes, for example. But what you have to do is you have to it’s the first step is actually getting them to recognize that they’ve given them a false, themselves a false narrative, that they’re the only ones that can get it done.
The second part of that would be like, Hey, if you keep, you have to find a way to actually show them like how, you know, you came to me because you’re not as, you don’t feel like you’re as effective as you could be. You’re stressed out, your health is suffering. So if we’re going to keep on the same path, you really don’t need me, right? So we need to talk because we need to talk about the changes that we need to make. So that’s the first thing you do.
You have to get someone like that a CEO, a high performer. And they’re also used to not being you know, they’re used to telling everybody what to do, you have to they have to be open to that discussion. And once we peel that back, it’s easier to just, they can start seeing different things that are different things that they’ve been missing, because CEOs get tunnel vision a lot of the time because they just especially stressed out CEOs. They’re so focused on the mission, the goal, the numbers and etc., that they lose sight of these other simple fixes sometimes. And so sometimes it’s just actually being able to get them to just slow down for a second to recognize that what they’re saying isn’t really true. And then we can focus on solutions because they just haven’t even, they’re not even open to solutions. But once they are actually open, I say, oh, yeah, wow, I could have done that six weeks ago.
Dr. Barbara Hales: Well, I’m assuming that for those CEOs that don’t really see the benefit, these are people that you are approaching, because if they were approaching you, they would obviously see the need in the first place. So assuming they really don’t understand how outsourcing would be a possibility for them without a decline in revenue. How do you convince them that you know, like you are the answer to their prayers?
Damon Moschetto: Well, the way, it’s interesting that the way I operate is a little bit different than your typical sales approach, or whatever you’re asking because I totally know exactly what you’re saying. But it’s usually a conversation for me. So the example would be that CEO that I maybe they were referred to me, but to your point, like, but they’re really not interested, they just were having the conversation out of respect for the person that referred them to me that type of thing is that on the same page that kind of similar to that. So in that case, we just have a conversation. And again, I’m able to just ask the certain questions that are actually, typically what happens in that is I again, it just you point out their blinders, their weak spots, and at that point, you know, could be a 30-minute conversation, could be an hour or whatever, and it’s, I’m not even selling them at that point.
I just say, hey, you know, is there anything else we can talk about? Do they help you with that? And, like you typically, not always, but typically, it’s like, so how do I work with you? That’s usually how it goes. In that case, where it’s someone who’s not, I’m not you know, who’s not open. I’m not going to sell them harder. I’m not going to try to convince them because it’s just easier when we just have a conversation. Whereas someone that comes to me, like, you know, seeking my services, that’s a different conversation, but similar but different.
Dr. Barbara Hales: So when someone says to you, yeah, I’m interested in exploring this further with you. How do I get started? What do you typically say? How do they get started?
Damon Moschetto: Write me a check. No, I’m just kidding. It’s typically it’s like well, what’s your schedule like? I think I’m a timeframe like someone you know, I’ll only work with someone for a minimum of three months. they have to work with me. A minimum of three months, usually six is my sweet spot where I work with people because it’s a process. It’s not like some quick fix thing where, you know, like, oh, for example, losing weights an easy one to use to go loose, you know, 20 pounds in 10 days, that’s not how coaching works. That’s not how making changes in your business, your lifestyle, your health, your leadership, that’s not how it works.
It’s a process. How long do you want, you know, this is how I work, I operate either three or six months minimum here’s how I work. Here’s how it goes. When would you like to get started? So Is this acceptable to you? And again, it’s not, it’s easy if I’ve had that conversation at that point, because they’re already, like, they already see value in the conversation. And they and it’s usually not a money issue. It’s a value issue. They see, okay, this, I need this help so, and they’re willing to put in I tell you how much time it’s gonna take, you know, hey, I work with people, you know, weekly. This is what we set up. And I also set expectations for like what I expect, because it’s not just, I don’t just want to take your money, I want to help you. And I obviously get paid for that. But like, it’s not if you’re not committed to the process. I don’t want to. No, that’s not what I do. So I make sure they’re committed. And then we go
Dr. Barbara Hales: Do you work with their staff as well?
Damon Moschetto: If they asked me too, yeah, it depends. That’s typically I’ll be honest, that’s typically in a smaller corporate will they’ll do that. That’s typically how I’ve worked in the past.
Working with a Protocol
Dr. Barbara Hales
Okay, you have a person who is on a discovery call with you. And they say, Listen, I already I exercise, I eat only organic stuff. pescatarian. And, you know, I don’t need help with that. What I do need help with is, you know, a new product launch, or how to properly promote myself on a higher scale. So do you have a particular protocol that you work with? No, the CEOs or business owners with?
Yeah, I wouldn’t. So when you say protocol, I wouldn’t say I would say it’s, it’s so individual to the, to the CEO, or whoever I’m working with. That it’s got to be adaptable. But I mean, it’s within my principles of how I operate. So like, for instance to me, business, if we could just talk about that really quick, and tie that into that is, I think it comes down to three things. And I mean, obviously a business, there are a zillion books written on business, everyone has their own opinion about what you need to be doing Harvard, this, that whatever, and that’s in there all relevant, I’m sure. But if you shrink it down, it’s like it comes down to leadership, marketing, and systems, typically, within a business.
You know, leadership is going to set the culture, marketing, equipping. The right marketing is going to be able to create sales and repeatable sales, and then the systems are going to be able to create repeatable sales. So typically, what you just said is like, Alright, I have a marketing issue. Okay, great. So the one thing I will want to check is like, How’s the leadership? Is everybody happy? How’s the culture? Culture is great.
Alright, let’s go on to marketing. Let’s talk about what that launch is. What are your challenges? Where do you see the bottleneck? Is it you? Is it you know, is your marketing behind you know, what, are you not sure, you know, what, what exactly is the marketing issue? Because to say, I’m having trouble with this launch, or, or I have this big launch, I don’t know where to start. That’s a different story. But you have to find out what those issues are. But I still come back, even before I get there. Is the culture good is leadership because everything in check from that perspective, and then I go to the next step marketing, and then we just we will work on a plan, you know, from, you know, breaking it down from what’s the product, what’s the, you know, where do you think, you know, what’s the end? Typically, in that scenario, by the way, they’ll already have a rough marketing plan. So I’m able to look at it, see it.
Again, now I’m that outside eye saying, Hey, this looks great. But you know, what about X, Y, & Z. Over here? Just, you know, does that make sense? Oh, you know what, that’s a great point. And then maybe we come up with solutions to the kind of over overcome that issue that was uncovered at that point. But typically, with the marketing plans, a different set of eyes.
The Role of Social Media in Marketing Plans
Dr. Barbara Hales: How much does social media play into your marketing plans?
Damon Moschetto: My personal marketing plans are for my clients. So for my clients, I would say it really depends on the business. You can’t get away from social media anymore. I mean, you have to have some type of presence for sure. So I think presence on social media is huge no matter what. You have to have that no matter. Are you have to be optimized? But how much money you’re spending on it is really going to depend on the business. And you know, the one good thing about social media marketing is that if you are going to spend money on it, it’s so easy to track and see if it’s working that you can double down on it, or you can shut it off, which is great. So how much that’s not really answering the question of how much it plays into it, it, it definitely plays, if I was going to put a percentage to it. It’s definitely 60% For sure. But there are some businesses that are very traditional, that don’t necessarily need as much, you know, the time you know, spent on social media, but they have to have that presence.
Establishing a Website
Dr. Barbara Hales: So do you recommend starting with an effective website? Or do you feel that no longer is as much an issue anymore?
It still depends on I think everyone still asked me, I’m one of those ones that still believe in having some type of website presence. It just maybe you don’t have to put as much into it as we used to, because like, to your point, you know, 10 years ago, it was like your website had to be dialed in. Now a lot of businesses spend especially smaller businesses like more like solopreneurs and things like that they spent way more time on social media than they do on their website. And it makes sense, because that’s just maybe they’re selling a product and so that they have to live on there, they have to put their time in that, versus a bigger company that has more things going on more like arms of the business or whatever has to have a little bit more of a website presence.
Because the people are going to go eat, especially B2B. B2B is going to go look. Like So LinkedIn is much more for B2B to me, it seems to be more effective. But once they’re on there, they are going to go to that website and see like, Okay, what is this company all about? Let’s say it’s a software company, you’re going to have to go to that website and look at that, what do they offer? What’s the software look like? What’s the, you know, there’s more, you can’t do all that on social media, you know what I mean? So you’re going to have to actually have a better presence on that website versus the solopreneur. That’s, you know, on Instagram every day doing a story and has their followers and talking about that product that’s more effective for them.
All About Ads
Dr. Barbara Hales: What is your feeling about ads on Facebook or Google or LinkedIn? What is your feeling about that?
Damon Moschetto: Yeah, that’s a loaded question these days, because it’s, you know, it’s definitely harder than it used to be, in my opinion, and what it changes. Well, first of all, it changes so much now. But even it’s changed so much from the last five to seven, eight years that it was so much more reasonable, and, you know, cost-effective. Now, you have to throw a lot of dollars at it now on like, Facebook, for example, is just not as effective as it used to be, in my opinion for my clients. And that’s what I’m seeing.
That’s not to say that their certain businesses out there aren’t being very successful with Facebook ads, but more Google and whatnot, but it’s definitely a different landscape today. And I think that before, especially like companies, what I’m seeing is like, if they have a better presence all the way around on the web, like, they have a good social media following and they put out good content that people are actually coming to the to look at the content, because it’s quality, and they get something out of it. And their website looks sharp, and it’s all kind of like a hub, it’s tied into one. They’re the ones that are can, you know, target a little bit better, and throw some money at social media and do very well, versus the other companies. They like, especially large companies will do this.
Sometimes they’ll just, you know because they have a big marketing budget will throw a lot of money at things, they’ll just throw money at it. And yeah, it might be somewhat effective. But the reality is that if they’ve looked at the ratios on it’s not as good as that person, for that smaller company that maybe has really niched things, done a good job building their brand, building their followers, and they’re able to target specifically who they’re going after. I think that’s a much more effective way if you’re going to spend money on it. If you, you know, if you don’t have that following if you’re trying to build a following that’s a totally different thing because now, it’s a different ad, but I don’t think that’s where you want to start. If you’re starting a business.
Dr. Barbara Hales: Would you agree that of all the types of marketing approaches email marketing is probably still the most effective or the one that gets the most visibility?
Damon Moschetto: I think it’s the most targeted still, for sure. I totally agree with that. That’s it’s funny when people ask me about my own marketing. I’m like, my whole thing is to get people on my list still, I just want to because I do a lot of you know, I send out a, you know, weekly, two or three times a week, short little newsletter to my list, and it’s all quality. It’s not sales, Its information, it’s good content, and that’s still where the bulk Got my business would come from and I, you know, building that list. So long way to answer your question Yes.
Dr. Barbara Hales: For doctors and other health professionals, the easiest thing to do is to get people that are talking to you to give you their email address or for you to ask for their email address, so that you automatically have a built-in data add, which is very helpful to send out that newsletter, you know, especially since, you know, if you’re sending it out digitally, you’re not worried about stamps and the extra cost of, you know, delivery when it’s not virtual.
Damon Moschetto: Yeah. 100%. And I think that it’s funny about email marketing, you know, marketing companies for the past 10 years have been trying to say that it’s dead, or it’s dying, and it never does. It’s still very, very effective. So I’m not sure if it ever will. I know, there’s certainly other avenues and certain businesses that people are successful with, but I still think you know, marketing is very, very effective if you do it, right.
Dr. Barbara Hales: What is your feeling about video marketing?
Damon Moschetto: Video marketing is great, if you’re good at it, have the resources and that’s how I feel, I think the days of being able to throw No, kind of a low-level video up somewhere, it wasn’t as effective. Let me clarify that too. I think I think for the solopreneur that has that niche following, they can just do stuff off their phone with the video and be very effective. But I think bigger brands like you talking about doctors and so forth like they have to be, you know, it has to be very fashionable. And I think if they have the time to do that. They’re very effective.
Dr. Barbara Hales: Although at this point, I would like to point out the doctor in the Midwest, who just took his phone and showed people at the start of the pandemic, how you take your supermarket groceries and sterilize them before they go into the pantry or refrigerator. Garnishing more than 1.5 million views, it went viral immediately. And of course, a lot of prospective patients then wanted to hear what else he had to offer. So you can’t negate you know, the phone?
Damon Moschetto: Absolutely not. I absolutely do not. I would just say in that, like, as a whole. I think there are always outliers. I think there’s always, you know, but ways you can do that. And it depends on your audience too. Interesting that he’s doing food. That’s definitely that’s, you know, makes total sense within the pandemic. And when he did it. Yeah, it could still work. Don’t get me wrong, you can. So I mean, you asked me about video? And the answer was the short answer was yes, video is great. If you can do it, some people just don’t like being on camera. You know, that’s it. That’s another thing that and they’re not natural, and they’re not good at it. So if that’s not your thing, don’t do it. And like this guy that you just talked to that you just said good Bible, I’m sure he was probably pretty natural and really good at it. Do you know what I mean? Like he had this is how you should do it. But I love having a conversation and he’s really good at it, then, if you’re, if that’s a strength of yours doubled down on it.
Two Important Tips
Dr. Barbara Hales: At this point, I would like to ask you for two tips that you could give our doctors and health professionals who are listening now in terms of how to get started promoting yourself so that your practice can rise above your competition.
Damon Moschetto: Okay, I think it comes back to the first thing that comes back to what we were just talking about a second ago, if you’re just starting out, build your list. Make sure that you’re really homing in on your email marketing. I think it’s the easiest, cheapest, most effective way to start. Especially, you know, just to build a following. And especially if you’re giving out good content, people will stick with you and it’s a free way to market I think that’s the first thing and I think it’s still it’s neglected still to this day because that’s number one. Number two know your audience I think like know what you know, really know who your client is like, what are you trying to who’s your avatar.
Who you trying to target, sometimes been in the health doctors or health it’s like you think you have this big broad market but like, the more you can niche that down, in the beginning, to really target some specific people. It doesn’t have to be one niche, but if you get into it a little bit, it’s going to make it that much easier to get started with and get some people that are going to refer because they’re going to be likeminded people that have the same concerns and whatnot. And you’ll get more referrals that way versus just if you’re trying to market to everybody outside of the gate. It’s just it’s much harder in my opinion.
Dr. Barbara Hales: Okay, so if our listeners would like to talk with you further, how would they reach you?
Damon Moschetto: You know what if you just Google My name is Damon Machado, my website will come up, I’m on Instagram, my two big places would be Instagram and Facebook. And then as we discussed, you know, get on my list. If you go to my website, there are tons of places to sign up, and just like free content, no sales pitch. It’s just though, you know, help white lifestyle leadership marketing free stuff. So that would be the best place.
Dr. Barbara Hales: What is your book called?
Damon Moschetto: I have two the first one I wrote a while ago was called a new no-BS guide to fat loss in performance. And the other one is a simple the newest one is a simple guide to help on success.
Dr. Barbara Hales: Well, that’s great. Thank you very much for being on the show with us today. That concludes this episode. Thank you all for watching and listening to the marketing tips for doctors with your host, Dr. Barbara Hales. Till next time.