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In this episode, we begin a multi-part series in which we outline the most important steps you need to take in order to grow your online fitness business in 2024 (and beyond).


We hope you enjoy this episode and if you’d like to join us in The Online Fitness Business Mentorship you can grab your seat at


Thank you!

-J & M


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You can download a PDF version of the transcript here


Or you can expand to find the full episode transcription below:


0:00:12.3 Mike Vacanti: Hello, Jordan.


0:00:13.0 Jordan Syatt: What’s going on, Michael?


0:00:15.0 Mike Vacanti: Just living, my brother. How are you?


0:00:15.9 Jordan Syatt: Living, my brother.


0:00:16.2 Mike Vacanti: “Gary brother, Hulk here.”


0:00:22.2 Jordan Syatt: How’s your week?


0:00:24.0 Mike Vacanti: It’s going good, man. Things are good. How about yourself?


0:00:26.8 Jordan Syatt: It’s good, brother. Just chilling, getting… Dude, I’m sore. I’m sore. Very sore. Started a new program, doing, did some gymnastics work yesterday. A lot of isometric work. Yeah, I’m sore.


0:00:44.9 Mike Vacanti: You’re putting that home-gym to good use.


0:00:45.9 Jordan Syatt: Dude, I’m in there for a long time every day, a lot. My wife had a friend come over, and once my daughter was put down, I don’t know, around like 07:00 or so, then I would just immediately go to the garage, and I’d be in the garage working out from like 07:00 to 10:30. And my wife’s friend was like, “Does he do this every day?”


0:01:11.1 Mike Vacanti: I love that.


0:01:12.5 Jordan Syatt: It’s just like, I just love being out there, just love, just doing different things. Yeah, it’s the best. Mobility, strength, cardio, I love being in that, in the garage.


0:01:20.0 Mike Vacanti: We are designed to move more than we currently move. That’s an absolute fact. So some people might hear that and be like, oh, isn’t that obsessive? Or, do I really need to be working out for three and a half hours a day? It’s not like, oh, I need to be doing this for this many hours so that I can achieve this physique or lose this fat or make this kind of aesthetic progress. It’s like that movement makes you feel so much better compared to what you would otherwise be doing with your time.


0:01:51.3 Jordan Syatt: Yeah. Like sitting on a couch, looking at social media, just hunched over, blood pressure elevated, angry. Whereas now, and it’s not like I’m doing burpees or going super hard the entire… It’s like, I’ll do a little bit of strength, and then I’ll do some mobility work, then I’ll do a little cardio, and it’s like I’m just out there moving in different directions, I’m having a blast. So working on different skills. I’m a big fan, big fan. And you got your treadmill?


0:02:24.9 Mike Vacanti: I got it back here. Just got to assemble it.


0:02:28.7 Jordan Syatt: Oh, let’s go, let’s go.


0:02:31.3 Mike Vacanti: I’m excited. Although it’s reasonably nice here. It’s in the 40s, but it’ll come in handy eventually.


0:02:35.9 Jordan Syatt: Big time.


0:02:36.0 Mike Vacanti: The incline is also really nice. It’s so much easier to get into zone two at a 15 degree incline than it is on a flat surface.


0:02:47.2 Jordan Syatt: And less stress on the joints. It’s just put it on an incline, boom! And you get in that zone two, without overstressing your tendon ligaments.


0:02:55.0 Mike Vacanti: Yeah, you don’t need to walk as fast, and you get a little bit more of a lower body pump, which feels good as well. So, yeah, I’m excited about that.


0:03:03.3 Jordan Syatt: I’ve been doing some big toe mobility.


0:03:06.6 Mike Vacanti: Okay.


0:03:07.6 Jordan Syatt: Big toe and calf. Big toe and calf mobility and…


0:03:10.2 Mike Vacanti: How come?


0:03:11.2 Jordan Syatt: So there are a number of reasons, but I spent a long time trying to get my splits, and then I had to take time off because I hurt my knee when I was doing it, and it was, like, the medial aspect of my left knee, so the inner, the inside of my left knee, beneath my adductor. So it was, like, on the inside of my knee, and it felt like a really bad strain that just, it wouldn’t go away. And I had to take a long time away from going after the splits because of that. And I was doing more research, digging into it, and apparently it’s pretty common, likely the gracilis. But I think there were two main reasons that that happened. One is because I was doing a lot of PNF type stretching, like contract release type stretching, where you tense really hard and then you relax. And when you relax, you go deeper into the stretch, and then you tense really hard. And basically, it helps you get deeper into the stretch a little bit more quickly than if you were just doing the static stretches. And it also makes it a little bit more of a strength-based stretching routine as opposed to purely static, just laying there and trying to get deeper without much of a strength component. Anyway, when I was doing my intense isometrics, I was going really hard, and that was sort of like my brain, I was like, I just…


0:04:29.5 Jordan Syatt: I’m a powerlifter. I go hard even though I haven’t powerlifted for almost 10 years. That’s just the way my brain goes. And I think I went a little bit too hard, too fast with it. And it took me like six months to probably, like four months to have that aggravation happen. But I think that’s what did it. I was going a little bit too hard, and also, I think my calves were a little bit too tight ’cause the calves, they also cross the knee. And so I think that was one of the main reasons that that happened. So I’ve been working on big toe mobility and some calf mobility as I’m getting back into working on the splits again. And dude, the tightness around my knees feels, my knees just feel so much better since I’ve been doing more big toe and calf work, and it takes three minutes. I’ll just…


0:05:21.3 Mike Vacanti: I wonder how much of the calf tightness is driven by all the miles you’ve been running.


0:05:27.2 Jordan Syatt: I’m sure that definitely plays a role. I’m sure that… Yeah, that absolutely plays a role, for sure. Also, just, I don’t know the last time I really stretched my calves. I’ve done a lot of adductor work, a lot of glute work, a lot of hip flexor work over the years, I just haven’t done much calf work. Little bits here and there, but even just something as simple as when you’re sitting on the ground and let’s say your shins are on the ground and your shoelaces are on the ground, the tops of your feet are on the ground, so you’re sitting on your heels, instead of sitting shoelaces on the ground, just dorsiflex your foot so that your toes are flexed into the ground. Just sitting like that for one minute, holy shit, dude. The big toe mobility, like the foot, the intrinsic muscles of the foot, I get up and then I ground, I walk on the grass after that for a little while, and it just feels incredible. Then I do a little bit of calf stretching. Man, my knees down, feel like a new man.


0:06:28.3 Mike Vacanti: Yeah. That move when you haven’t done it and you do it for the first time for that long of a hold, it’s absolutely brutal. I had a yoga teacher back in 2014 who had me do that and it was absolutely brutal.


0:06:45.8 Jordan Syatt: Yeah, yeah. Makes sense. Big fan.


0:06:46.7 Mike Vacanti: What inspired you to want to do the splits again?


0:06:49.6 Jordan Syatt: It’s always something that I’ve wanted to do. I’ve really wanted to do it, and I knew I was going to get back into it. I just didn’t know when and I think now…


0:07:01.7 Mike Vacanti: Always like going back to age five or always more recently?


0:07:03.6 Jordan Syatt: No, ’cause when I was a kid, I could do it. When I was younger, I could do the split.


0:07:07.1 Mike Vacanti: Wow.


0:07:08.4 Jordan Syatt: I guess wanted to do it again, ’cause I did gymnastics when I was a kid and then between that and then I did taekwondo for a while and then wrestling and all. I was very flexible and mobile and I could do it. And then just over the years, I lost it, so I want to get back to it.


0:07:25.5 Mike Vacanti: You lost it sitting in coffee shops making three Instagram posts a day for a few years?


0:07:30.6 Jordan Syatt: Yeah, that’s exactly right. Taking a lot of Adderall and just being super stressed and sitting on airplanes and not sleeping. Yeah, I lost it. My brain was like, we’re going to tighten you the fuck up. You are in a high stress state. There’s no reason for your body to allow these huge ranges of motion.


0:07:48.5 Mike Vacanti: Yeah, yeah.


0:07:49.2 Jordan Syatt: So I wanted to get it back. And then after I hurt my knee the first round, that’s when I really got into the zone two work, which is ironic because that didn’t hurt my knee at all, but I really hurt it doing a lot of the stretching and mobility work. So then I got really into the zone two work for a couple of years, and now I’m like, okay, I want to get back into the split stuff and I’m taking a little bit of a different approach this time to it, so I’m excited about it.


0:08:14.0 Mike Vacanti: Nice, bro.


0:08:15.9 Jordan Syatt: Yeah, yeah.


0:08:16.9 Mike Vacanti: Well, we have a banger of an episode today, how to build an online fitness business in 2024.


0:08:25.7 Jordan Syatt: Man.


0:08:25.8 Mike Vacanti: And this might be a two-parter. We’ll see. We’ll see how this episode goes, but this could be a five-parter if we wanted it to but…


0:08:33.8 Jordan Syatt: Could be a 10 maybe just like, yeah, maybe a four-parter, like every week leading up to 2024.


0:08:39.3 Mike Vacanti: We’ll see how we’re feeling, flying by the seat of our pants. Do you have anything, when you hear that, that immediately pops into your head in terms of anything that a coach should be doing or maybe something that’s unconventional relative to what everyone else is doing or mistakes you see coaches out there making, what comes to mind first for you?


0:09:03.9 Jordan Syatt: The first thing that comes to mind is this, and I think it’s a great question. The first thing that comes to mind is more of a principle/mindset as opposed to a tactic which is, when it comes to succeeding in 2024, your goal shouldn’t be to succeed in 2024, your goal should be to set yourself up to succeed for the rest of your career. And I think that in the same way that your clients are like, “Okay, I want to join this 30-day program so that I can be shredded by the end of January.” And you’re like, “We’re not doing this for a month. You’re doing this for the rest of your life.” The way you want to set the groundwork for your business is whether you’re just starting out or you’re 10 years in, it’s not about what’s going on right now. It’s about setting yourself up for long term success in the future. And so I think having that mindset will set, and that principle will set the stage for the approach you should take in 2024 while also understanding it’s not just about 2024. And we were talking about this in the mentorship the other day, when we look at our clients weight, we often like to analyze it from a month-to-month perspective, June 1 to July 1, July 1 to August 1. So we can look at that monthly perspective shift or that weight trend over time.


0:10:24.8 Jordan Syatt: With a business, we like to look at it annually, like January of 2023 to January of 2024, February of 2023 to February of 2024, February 2021 to February 2022 to February 2023, February 20’… You look at that annual trend over time. So even though a year seems like a long time, it’s really not especially when you’re running a business. One year is nothing. I won’t say it’s nothing, but it’s as close to nothing as you can get. It’s like, if someone was like, Hey, how long have you had your business? And they’re like one year, they’d be like, “Okay, that’s not impressive at all. If someone’s like, how long have you had your business? Five years. Okay, like, five years. How long have you had your business? 25 years.


0:11:10.5 Jordan Syatt: Oh, that’s impressive. Now that you’ve had that business for 25 years, how long have you had that business? 10 years. Oh, wow, you’re really, you’re doing it. Good job. Keep going. 10 years isn’t even that long compared to some people who have had businesses for whole careers. So we can talk about different strategies and tactics, but I think this is the most important foundational layer to really understand.


0:11:30.5 Mike Vacanti: Let’s dig in on this. What are some of the behaviors that would be different in somebody who is looking at blowing up their business in 2024 versus somebody who is thinking about laying a foundation this year for the rest of their career?


0:11:47.0 Jordan Syatt: I think if we’re looking, I think the biggest or one of the biggest ones is if you’re looking to have a long term business, you need to be focused and really dive into the long form SEO-able content, whether it’s YouTube or website articles, those two being, I think the main ones, and also podcast would be great as well. But podcast discoverability makes it a little bit more difficult as of current. I think as podcasts become a bigger part of SEO, which I predict that they will, they’ll become more important. But I think long form articles and YouTube videos should absolutely be a main focal point of everyone who wants long term success with their business. And the reason I’ll say this is because a lot of people, they get defensive about it. They don’t agree. Well, listen, if you’ve ever complained about the algorithm on Instagram or TikTok or any of the, Twitter whatever you’re using, or X formerly Twitter whatever. If you’ve ever complained about the algorithm and how no one is seeing your stuff, it’s only going to get more difficult. And the way to beat that is by having a handful of very high performing YouTube videos and website articles that people consistently find of you. And in order to have a handful of them, you need to make a lot of them. The more shots on net you take, the more chances you have to score. If you make a handful of YouTube videos and website articles, odds are, you’ll have none that do very well.


0:13:24.2 Jordan Syatt: If you make 50 of them, odds are, you’ll have one or two that do really, really well. So if you make one YouTube video a week for a year, you might have one or two do super, super well that carry you, that help your business for the remainder of your career. If you do that for five years, well, now all of a sudden you could have like 25 videos that consistently rank really, really high when people search, whatever those terms are, that consistently show up. So that’s the goal over the long term, is having content that for however long you’re in the industry, and even long after you’re gone, the industry, people will continually find and will always help them. And that is the main difference. Whereas the people who are focused on 2024 are always going to be focused on how do I get this TikTok reel or this video to go viral. They’re going to be focused on likes, they’re going to be focused on follows. And now more than ever, we see people with huge audiences who get shit engagement because they have a couple of videos go viral and they get a lot of followers from those videos, but no one’s actually seeing the rest of their content because they don’t know what they’re doing and they’re focused on trying to get videos to go viral rather than actually trying to do what they need to do to get people to trust them and believe in them and as a result, not get clients from that audience. So that’s the main thing.


0:14:44.6 Mike Vacanti: You nailed it. Two other benefits to long form content, and I’ll start with this one. When you are making like a comprehensive YouTube video or you are writing a 3000 or 4000 word article on a subject, you are going to have to learn more about that subject than you currently know off the cuff right now to be able to teach and write a comprehensive piece on that subject. By doing that, you’re going to become a better coach. So you learn more by creating long form content than you do by creating short form content. Another sub-benefit of that is when you are creating that long form content, you’re creating so many pieces of short form content as a result. You can pluck a paragraph here, you can pluck a paragraph there, and you can make that into a reel, you can make that into a tweet post, you can make that into whatever, and it’s going to stand on its own as a piece of short form content. The other thing that you slightly went over there, but I’m going to go deeper on, is this, your ability to build depth with an audience comes through long form content. It’s very hard, like you mentioned, the viral reel, and then you get a million views on something, but you only end up with 100 or 150 follows, new follows on the back end. And how many of those people are really paying attention?


0:16:13.0 Mike Vacanti: You can only build so much depth through short form content. And don’t get me wrong, short form content is great. It’s great for discoverability, especially. But long form content is where you’re going to build more depth with your audience, where you’re going to gain more trust from your audience. And so doing that in tandem with short form content is something we highly recommend. And you’re not going to get a massive number of clients doing it in the short run, right? You’re not going to…


0:16:40.1 Jordan Syatt: Yeah. Correct.


0:16:41.7 Mike Vacanti: Write two long form articles per month for the first few months, January, February, March, April, and then have 20 online coaching clients all of a sudden, when you’re just starting your business, that’s not how it works. You might have, like Jordan said, write 50 in a year and have two or three that are amazing. Those might generate you 15 new clients each for the next decade. That’s where that evergreen top of Google, like SEO matters, same thing with YouTube. But you’re not going to build a $25,000 a month business right away in 2024 as a result of that long form content. But that’s not what we’re doing. This isn’t rapid fat loss. This is sustainable fat loss that we want you to maintain for the long term. To use an analogy.


0:17:28.0 Jordan Syatt: I just got, I have a couple of analogies I wanted to throw out while you’re talking.


0:17:30.6 Mike Vacanti: Throw ’em out.


0:17:30.8 Jordan Syatt: I was like, oh man, these are going to be fucking sick.


0:17:34.5 Mike Vacanti: Throw ’em out.


0:17:35.3 Jordan Syatt: Alright. Short form content is like a one night stand where you have a one night stand, maybe you have a great time.


0:17:44.2 Mike Vacanti: We know what that is.


0:17:45.8 Jordan Syatt: Cool. Awesome. One night stand. Long form content is like you’re actually courting and you’re building a relationship with someone that you wanna, you’re getting to know them. You’re having deep conversations, like one night stands, you don’t know the person, you might not even know their name, right? You might not get their number. You might never see them again. And maybe it makes a cool story or a fun memory, but that’s that. You could literally stand next to them in a coffee shop a week later and have no clue. Whereas long form content. I’m going deep in on this analogy, Mike.


0:18:19.3 Mike Vacanti: Yeah you are.


0:18:19.9 Jordan Syatt: Long form content, you’re building connection. You understand the person. They understand you. There’s vulnerability. This is a real relationship that you’re building. And the cool part is you could use that sort of one night stand as a way to lead into developing a long term relationship with that person, where it’s like, you get that number, then you start hanging out more, and then you could develop a relationship from there. I would look at your short form content as the one night stand that gives you an opportunity to get to know them better and focusing on the long form content.


0:19:02.0 Jordan Syatt: For me, I use my short-form content as a way to get people to my long-form content and my email list, that’s where I build the connections, that’s where they really get to know me, that’s where they learn the most for me, that’s where they end up valuing me the most and understand I value them. They don’t get that as much for my short-form content, so the short-form content could also look at it as like, I’m getting your phone number. Long-form content is…


0:19:22.5 Mike Vacanti: Yeah, first date.


0:19:24.5 Jordan Syatt: First date. Yeah, yeah.


0:19:26.4 Mike Vacanti: I like that.


0:19:27.8 Jordan Syatt: Yeah, and the other one that I was thinking of was, and this goes into the long-term strategy of building your business.


0:19:36.5 Mike Vacanti: Hang on, wait, before you say it, I just wanna clarify, did you have one night stands where you saw the person a week later at a coffee shop and didn’t recognize them?


0:19:42.3 Jordan Syatt: How would I know if I didn’t recognize them? I have no idea. Not that I’m aware of, but I remember, no, no, no, no. So I was making like a sort of a…


0:19:54.6 Mike Vacanti: Little facetious. Okay. Okay. Cool. Cool.


0:19:55.0 Jordan Syatt: Embellishing. Yeah. I was embellishing, making more of like a Van Wilder style.


0:20:00.3 Mike Vacanti: I like it for an under rated movie.


0:20:03.8 Jordan Syatt: You ever seen Van Wilder?


0:20:04.0 Mike Vacanti: For sure.


0:20:04.8 Jordan Syatt: Yeah, super good. Anyway, the other one is thinking about it from the perspective of… Imagine you have a client and they tell you they’re like, Yeah, I’ve been doing all these random workouts and all this stuff, and they start doing your program, and from doing all these random workouts and not really getting results after two comprehensive workouts that you’ve done for them, and they start your program and after two of the workout, so they did Monday, they did Wednesday, each one is an hour-long, very comprehensive, they haven’t even finished the week yet, they’re not gonna get in your results from those two workouts, it’s two super comprehensive workouts, but they’re not gonna get results from it, they would get results from it, if they did it for a month, three months, six months, a year. Now of a sudden like, Oh wow, I’m getting stronger, I’m seeing the difference. That’s how you should think about long-form content, short-form content is doing these random little workout without much progressive overload, without much… There’s a purpose and you can get results, especially as a newbie, but after a while, it sort of ends and you’re not gonna go anywhere, whereas the long-form content that you’re gonna make, think of it as like, these are…


0:21:14.0 Jordan Syatt: Every time, make one piece of long-form content, that’s one workout, that’s one comprehensive workout that you completed. Congratulations, it was a difficult workout and you got through it, but now you’ve got a lot more that you need to do and you need to take all the lessons you learned from doing that one workout and bring it the next week and then the next week, and then the next week, and do that for years and years and years, and have that long-term perspective when you’re making this a long- form content.


0:21:41.5 Mike Vacanti: I like it. I like the analogies, I’m gonna… You know what’s funny is, so we’re comparing long-form versus short-form content, but when we think about the mindsets of lay the foundation in 2024 forever versus maximize dollars in 2024. I think the maximize dollars in 2024 crowd, I think even short-form content is too impatient for them, which is why we see this like fire off, 4000 called DMs a day and make 800 cold calls a day, and it’s a numbers game and eventually you’ll get money. I think that’s even a step below, if we can incorporate that into any of these analogies, a step of low short-form content in terms of only going after cash, only focused on this year. Like, how much money can I make by the end of the month? Look, if you’re in a position where you need to maximize dollars by the end of the month, like it’s not a good place to be in, if you’re not in that position, great. That shouldn’t be the goal, but because over the long run, by focusing on helping as many people as possible for free and building goodwill, you’re gonna lay that base to build a successful, very profitable business in the long run versus doing something that simply benefits you in the short-term and then you’re back at ground zero.


0:23:07.8 Jordan Syatt: Dude, I’ve seen videos of… I can’t even call them fitness professionals anymore, because they used to be fitness professionals, but then they failed and they couldn’t build their business, so then they became like coaches trying to help other coaches build their business, which is just the fucking craziest thing to me, you have these people who are fitness coaches who were trying to build their online business, I know for a fact they were not able to build their online business, and then they switched to building other coaches businesses, which is just wild. Anyway, I’ve seen a lot of them, I shouldn’t say a lot, I’ve seen a handful of them, at least three to five of them on social media, whether it’s Instagram or YouTube, making videos that are 10 to 15 minutes long explaining why making long-form content is not a good strategy for their business, and it’s just wild because I’m like, you literally made a piece of long-form content to explain why long-form content is bad, like how fucking stupid do you have to do? It’s people… Man, getting angry just thinking about it. I hate, I hate these people who I know spent… I don’t know, they tried to build their own business, and then when that didn’t work, they’re like, You know what, I’m just gonna become a business coach, and then they’re doing all the stupid shit that they learned in a $2000 marketing course that makes no sense.


0:24:31.5 Mike Vacanti: I’m with you. It’s basically fraudulent. I don’t know, I remember you having to twist my arm to start the mentorship after multiple years of trying to convince me.


0:24:42.4 Jordan Syatt: Yeah, I’m glad I twisted it.


0:24:44.5 Mike Vacanti: Yeah, long-form content. And on YouTube, actually, I think we’ve beat this. I think we’re good here.


0:24:51.0 Jordan Syatt: And I’ll go the other way for a second, we talk about this in the mentorship all the time, and we encourage all of the people in the mentorship, so if you’re listening to mentorship, we encourage everyone to be doing a long-form form content. There are some people in the mentorship who don’t do long-form content and still fucking crush it, but I’m like, first come to mind is Rachael Schwartz, like she absolutely dominates and she crushes it, but still we tell her all the time, you should still be making long-form content because it’s… Think of it almost as your insurance, not if, but when social media goes to shit, when the algorithm go to shit, when things hit the fan, if God forbid your account gets hacked, whatever it is, you always have long-form content to fall back on that people can always go back to and find.


0:25:43.3 Jordan Syatt: The other end of the spectrum, we have someone like Eric Roberts who started short-form, but then listened to us, and it has been going crazy on long form with his articles with the YouTube videos and all of that, with his part with his podcast, and he’s also doing really, really well. So we can absolutely say we have people doing both and absolutely dominating it, but even Rachael, who I know is listening, knows that she fucking needs to start doing longer form content because it is better long run for sure.


0:26:11.2 Mike Vacanti: I have an analogy for this one.


0:26:12.8 Jordan Syatt: Oh yes, I love it.


0:26:15.5 Mike Vacanti: You know how sometimes you’ll see, whether it’s a professional athlete or just someone with a really impressive physique, and they’ll come out and say, You know what, I did this and I built this as a vegan, I don’t consume any animal products. And I still look like this, or I still can perform like this, that person did not get there because they are a vegan, that person got there in spite of the fact that they are vegan. Take a great physique. Add some animal… Look, fruits and vegetables are amazing, but add some animal protein to that, you’re going to have more muscle over a number of years, you’re going to have a better physique, it’s not that you are where you are because you’re not making long-form content, you are where you are in spite of the fact that you’re not making long-form content. Just to use the Rachael example, who is absolutely crushing and has been for a number of years, if she had a weekly or even twice a month podcast…


0:27:24.7 Jordan Syatt: It’d be completely…


0:27:24.8 Mike Vacanti: It would crush. It would crush.


0:27:27.7 Jordan Syatt: To the moon. To the moon.


0:27:28.0 Mike Vacanti: Yes. And so it’s a layer on top of the short form of what she is already doing, or what one of these people is already doing that would add more success.


0:27:38.6 Jordan Syatt: 100% agreed.


0:27:39.5 Mike Vacanti: Okay. What else in terms of building a business in 2024, laying the foundation for your business in 2024, what else comes to mind, and I have a little list here that I can pick one, unless you have something that you’re really feeling.


0:27:56.6 Jordan Syatt: Well, the next thing I would say, and this goes hand-in-hand with the long-form content is an email list. An email list, and these are really just the foundations of the important aspects of building your business, and I’m not gonna say the same story I’ve told a million times about when I wish I had an email list. But if you are not, if you don’t have an email list, and/or if you are not pushing people to your email list on a consistent basis, you’re making a huge, huge mistake. I aim for about once a week, it usually ends up being like once every 10 to 12 days for some type of a push to my email list, but that’s an active push, and I say active push, I mean an active push on my short-form content, meanwhile I publish one YouTube video every week, and in that video, every single time, I have a big push to my email list, and the benefit of that is their long form SEO for YouTube videos, so that one video that goes out is going to reach people ideally for years and years and years, so even when I’m not pushing that video out and new people are finding it, there is a strong chance they’re gonna get on my email list anyway.


0:29:05.3 Jordan Syatt: So I do this for two, three, four, five, six years. And all of a sudden, I have one video week every single week that’s pushing people to my email list and I have let’s say 50 of those hundreds of videos do really, really well, then I have 50 videos consistently pushing new people on to my email list over and over and over and over again, without me ever having to do it actively anymore. So it’s one of those things where it goes hand-in-hand with long-form content, when you make long-form content, one of the major aspects of it should be, including a way to get people onto your email list as a major component of the structure of the long -form content.


0:29:43.7 Mike Vacanti: And maybe just let’s go a little bit on why… So you have someone, maybe someone who comes from the school of thought of, “It’s 2024. Why do I need a website? Everyone is on social media. Why do I need an email list? Maybe they’re not subscribed to information-based email list, I have X number of Instagram followers, I had these TikToks to go viral, and he got a big following there like, Why do I need another thing?


0:30:11.6 Jordan Syatt: There are many reasons, I don’t think we’ll go into full detail on it, we have a massive course on this in the mentorship if you wanna join it, but I would say the main reason is, and there are a number, but one of the main ones… Two of the main reasons, the first main reason is if you ever complained about the algorithm and you’re not being able to reach people who are your followers, you’re not able to reach every one of your followers at all, you reach a fraction of your audience, maybe 1%, and even that would be pretty high. If you reach 10% of your audience, whereas your emails will go into inbox of essentially 100% of the people on your list, some of a small percentage will go to spam, they always has a very small percent, but the vast majority is going right in the inbox of your email list. And that means that no matter what, you can always, always, always reach them and you always have them available to you. The other aspect of that is, even for people who might see your posts, oftentimes they’ll see you post and oh, you know what, maybe they’re distracted at home, something is going on there, who knows maybe they’re one of the idiots looking at social media, what they’re driving.


0:31:23.9 Jordan Syatt: They see the post, but they don’t really understand the post, and then they swipe and then it keeps going whereas email if they’ll often be like, Oh, you know, I’m gonna say this for later, the mark it as unread, and they come come back to it and wash it or if they were taking the weekend or week off social media, where they come back to social media, they might to your post, but when they go back to their inbox, it’s gonna be sitting there waiting for them, right there. So you always have access to them, and I think it’s one of the best places to sell, to actually make sales, to close sales are the two main reasons.


0:31:55.0 Mike Vacanti: Yeah, and like you said, many more reasons that we went over in that course, but I think you picked the right two, especially just ability to reach your entire audience at any time, even if you don’t plan on writing emails. Again, we’re talking about building your email list, we’re not talking about committing time to making content exclusive to your email list, that’s something that doesn’t make sense until you have thousands of people on your email list, and even then it’s optional. Yeah, just the ability to reach everyone, especially to use a term, I don’t know if we’ve ever use this term on the podcast, but it was a really funny story the first time you ever told me when one of your buddies said that his Instagram was skunked. He said… He was growing and then engagement started to go down, and whether or not his was truly skunked at that time…


0:32:52.1 Jordan Syatt: It was not. It was not.


0:32:53.3 Mike Vacanti: Is debatable, but Instagram accounts do get skunked, you’ll have people who have a year or two of a really solid runner, maybe three or six months of a solid run and increase their following massively, but then over a one to three year period, engagement dwindle to the point where maybe you’re reaching less than 1% of your audience with each post, which is real, it’s not just a made up number, I’m not exaggerating the…


0:33:19.4 Jordan Syatt: Mine’s gone down dramatically over the years, I think everyone’s has. It’s pretty nuts.


0:33:24.0 Mike Vacanti: Correct, but I mean where you can reach almost none of your audience, I mean your account is actually skunked. If you had been pushing your email list hard over that time period and even got 10% of your peak audience signed on your email list, then you’re reaching 10 to 20 X, the number of people you can reach out. It’s such a no-brainer and it’s so easy to maintain once they’re on there.


0:33:51.4 Jordan Syatt: You can always say, You know what, this account’s not working, I’m gonna start a new account, follow me here, and then you can push those people there, if you wanted to do something like that. That’s the thing is once you have that attention. You can do anything you want with it, which is just… It’s the most important part.


0:34:05.7 Mike Vacanti: Yes, yeah. Or launch, I mean, you talked about selling via email is a huge benefit of that mode of content creation. So 2024, if you don’t already start an email list, and if you already have one, be consistent about pushing people to sign up for it.


0:34:27.0 Jordan Syatt: Yeah, I think if we were looking at this in a pyramid and I was watching on YouTube, Makeshift pyramid.


0:34:32.4 Mike Vacanti: Jordan’s is making the Illuminati sign. He is, he is.


0:34:36.3 Jordan Syatt: Is this the Illuminati sign?


0:34:37.1 Mike Vacanti: Yeah, I think so. I’m pretty sure.


0:34:40.4 Jordan Syatt: I don’t even know what Illuminati really means to be one… See, people say it in YouTube comments and I don’t even get it.


0:34:44.8 Mike Vacanti: I would say what you’re saying right now, if I was affiliated with the Illuminati, so that’s…


0:34:50.3 Jordan Syatt: I would say what you are saying right now, if I was affiliated with the Illuminati.


0:34:56.3 Mike Vacanti: You are gaslighting, the people watching…


0:34:56.5 Jordan Syatt: How dare you?


0:34:57.5 Mike Vacanti: I would love a poll right now because I would crush you like 93 to seven in terms of if they had to guess who is affiliated with the Illuminati?


0:35:05.0 Jordan Syatt: I don’t even know what that is.


0:35:07.7 Mike Vacanti: Yep, that’s 94-6 after that sentence.


0:35:10.7 Jordan Syatt: Alright. Mike, is the ultimate Illuminati, I don’t never how to spell it, apparently. Illuminati s a name given to several groups… Historically name refers to the Bavarian Illuminati, an enlightened era secret society founded on May 1776 in Bavaria, today, a part of Germany. What is it? The society stated goals were opposed to superstition obscurantism religious influence over public life and abuse a state of power.


0:35:40.4 Mike Vacanti: I hope this doesn’t downgrade or YouTube, I’m really not sure what they’re about these days, but what they’re…


0:35:48.0 Jordan Syatt: Oh, anyway, back to the pyramid, this would be the base of the pyramid, the base would be long form content, as well as getting your email list that would be like the strong foundation of this pyramid we’re building along with the mindset which might would run the span of the entire pyramid, if we’re gonna use the same pyramid that we used in our book.


0:36:13.0 Mike Vacanti: I would say of the business pyramid, right? Because then we could even have a coaching pyramid where you’d have psychology, you would have knowledge of physiology and just like being a great coach is at the bottom of any pyramid as well as the core bottom of the pyramid business aspects.


0:36:37.3 Jordan Syatt: Yeah. So should we do that in part two, should we go up the pyramid in part two?


0:36:41.1 Mike Vacanti: Dude, let’s throw back to the 2020 how to become a personal trainer podcast and make…


0:36:47.9 Jordan Syatt: I like that.


0:36:48.6 Mike Vacanti: A giant Jordan Illuminati business coaching pyramid.


0:36:53.7 Jordan Syatt: I’m gonna have to brush up on the Illuminati, but yeah, I’m in.


0:36:57.5 Mike Vacanti: I think…


0:36:58.3 Jordan Syatt: You’re gonna have to teach me more about it.


0:37:00.1 Mike Vacanti: Okay, I’ll teach you. I’ll teach you.


0:37:02.7 Jordan Syatt: You have to let me into the local chapter.


0:37:04.4 Mike Vacanti: Hey, if you come visit, I’ll show you… I’ll introduce you to everyone.


0:37:09.4 Jordan Syatt: I’ll vlog it.


0:37:15.4 Mike Vacanti: Okay, cool. You wanna stop here?


0:37:16.5 Jordan Syatt: Yeah, we’ll stop here. I have another podcast and then my mom’s in town and she’s just stoked to hang with my daughter.


0:37:24.8 Mike Vacanti: That’s awesome.


0:37:24.9 Jordan Syatt: We’ll stop here. We’ll do another one next week. We will go further up the pyramid. These are important, and what we’ll do is as we go further up the pyramid, I don’t know how many episodes is gonna take to finish it, but we will get into more tactics, we will get into more specific like the rapid fat loss of business. The fun stuff that people wanna know about. Do hashtags matter anymore? No, they don’t. Not really like, well, we can talk about that. If we can talk about different posting strategies, and we can talk about AI, and we can talk about all that stuff that most people get really, really interested in, but understanding that these are the important foundations, this is the not fun, not sexy stuff that makes a big difference, we can talk about the different video editing type things or different posting strategies that really work, but again, this episode is the most important, and I know for a fact that what we discussed, very few will, maybe 2% of the people who listen will actually take action on it, but those 2% people make the most gains over the long-term with their business. Thank you for listening. We appreciate you, we love you. Please give a five-star review if you enjoy the episode and have a good one. We’ll talk to you too.


0:38:39.1 Mike Vacanti: See you next week.

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