Hi Reader,

RDs are trained to help, to educate, and to build relationships with clients. These are excellent skills for building trust—but they don't necessarily translate to making sales.

Building a network and knowing how to convert that network into paying clients are two different skills. Most RDs have an easier time with network building, and that's why converting people to clients gives us more trouble. It's also what I'm coaching three RDs through starting October 6. Two spots left — details in the P.S. if you want them.

What's inside:

• 🎯 This Week's Edge — "Likes ain't cash"
• 📋 5-Minute Momentum — one message, sent today
• 💬 Your Turn — who's first on your list?

🎯 THIS WEEK'S EDGE — "LIKES AIN'T CASH"

There's a fairly well-known 'bro-marketer' by the name of JK Molina. One of his most often quoted phrases is "likes ain't cash," meaning you can have the biggest social media following in the world, but if those followers don't buy what you're selling, that social media following is basically worthless.

If you make an announcement like, "I've started seeing private clients on the side," you'll probably get a lot of responses along the lines of, "That's great!"

And then nothing happens, because you didn't give your followers anything to do.

An announcement is about you. An offer is about taking action.

Three things turn an announcement into an offer:

1. Name the problem, not the job. "I'm doing nutrition counseling" is an announcement. "I help people who just got put on a GLP-1 and have no idea what to eat" is the first part of an offer.
2. Name who it's for, out loud. Their patients, their overflow, their friends and family. The person listening has to be able to picture an actual face.
3. Give them one thing they can do. "If you know of someone who's struggling to eat on a GLP-1, would you give them my name?"

Same conversation, different ending.

The announcement feels safe because it can't be turned down. The offer can be rejected, so it makes us feel exposed and vulnerable.

But that's the tradeoff.

If we want the reward that comes from making offers, we have to be willing to tolerate the vulnerability that comes with making them.

📋 5-MINUTE MOMENTUM

Remember the name you wrote down last week? Send one message today with all three pieces in it—the problem, who it's for, and the one action you want them to take.

💬 YOUR TURN

What's kept you from sending your message up until now? Hit reply and tell me. I read every one.

All my best,

Julie

P.S. Conversion is something most of us were never taught. We learned to 'sell' behavior change, not our services.

I'm helping 3 RDs book their first private practice clients in 90 days, offer-making included. One spot is taken, so two are left. We start Tuesday, October 6.

I'll make an official announcement soon, but if you want the details now, reply with the word "practice" and I'll send them over.