Living The Red Life - Mastering Engagement & Messaging With Your Audience w/Dr Jen

Episode Date: October 21, 2024

Dr. Jen Fraboni, a renowned physical therapist and social media influencer, joins the show to discuss her unconventional journey in healthcare and personal branding. Dr. Jen shares how she shifted from traditional physical therapy to creating a thriving cash-based practice and a significant social media presence. She dives into the challenges of overcoming industry norms and the importance of addressing her audience's needs to build trust and engagement online. Her emphasis on delivering educational content in an accessible way has helped her establish a strong following, turning her passion for physical therapy into a global platform.Throughout the conversation, Dr. Jen highlights key lessons about staying authentic, consistent, and purposeful in content creation. She reflects on overcoming imposter syndrome and simplifying complex concepts to resonate with a broader audience, which has been vital in her success. The episode also touches on how Dr. Jen built a community by meeting people where they are, focusing on their needs rather than industry expectations, and how consistency and genuine passion can create a lasting impact in both business and personal growth.CHAPTER TITLES3:04 - Overcoming Industry Norms: Shifting Perspectives 4:20 - Cultivating Social Media Through Audience Needs 5:35 - Welcome to Living the Red Life: A New Approach 7:53 - Turning Passion Into a Powerful Brand 9:16 - Dr. Jen’s Journey: From Physical Therapy to Global Impact 10:22 - Breaking Into Business: From Social Media to Cash-Based Programs 12:25 - The Power of Consistency in Content Creation 14:10 - Overcoming Imposter Syndrome in Social Media 15:07 - Simplifying Complex Concepts for Mass Appeal 17:04 - Building Community: Meeting People Where They AreConnect with Dr Jen Fraboni:IG - DocjenfitWEBSITE - Jen.healthConnect with Rudy Mawer:LinkedInInstagramFacebookTwitter

I had to get over pissing off some people within my profession because I'm not talking to you. So you have to think of the people who are actually using it, needing it, and the actionable that's going to be so easy to take on there. How, on a practical level, how do we start to do that for anyone listening? Asking questions. And that's really what created and cultivated social media for me. It wasn't just, here's what I want to share, but it's what are you really asking for and what's really what created and cultivated social media for me. It wasn't just

here's what I want to share but it's what are you really asking for and what are you needing, what are, where's your head space within your body so that I understand how I can help further. My name is Rudy Moore, host of Living the Red Life podcast and I'm here to change the way you see your life in your earpiece every single week. If you're ready to start living the red life, ditch the blue pill, take the red pill, join me in Wonderland and change your life. What's up guys? Welcome back to another episode of Living the Red Light. We are going to talk about taking your passion and turning it into an impactful brand today. I'm here with Dr. Jen. She started out probably just similar to me and many of you listening here today, where we were passionate about helping people. I came from the health and fitness space. Dr.

Jen came from the physical therapy space and still is in the space helping thousands of people around the world, you know, reduce pain and all those related symptoms. But in that process has really learned how to resonate with the audience, craft the amazing content, grow a massive following. Welcome to the show, Dr. Jen. Great to have you here. Thank you for having me. So let's dive in. I was excited for you to come on today because I think in the health and fitness space and physical therapy space, very few people kind of make it, right? Like, most of them get stuck. I think the, when I got a master's degree, like the average earnings coming out of that was like

$40,000 a year after a master's degree in exercise science. And it's funny because I pay my like cleaners and assistants more than that. Right. And you know, the five years. And I think physical therapy is much the same. You know, we had clients on the business side we've helped that have been physical therapists and health practitioners, and they spent seven, eight years studying massive student debt, but then they go into a job, which isn't paying much more than some jobs that don't require degrees, but you're different. That wasn't your reality. You've been able to be on the front of covers and do all these amazing things. So how did you get here today?

You know, I would say I stumbled into it. I really didn't need to. I started posting on social media for fun while I was going to grad school because it was, I was doing calisthenics. I started learning acro yoga. All of a sudden the community started posting me, I started growing and I'm like, okay, I guess I just post handstands now. And eventually once I graduated, I switched my name to Dr. Jen Fitt,

I wanted people to know I knew a little bit more about the body rather than just what I can do with my body. And from there, I was so hesitant about posting educational content because I'm like, I'm a new graduate who just graduated physical therapy school. Unfortunately, after seven years of school, you feel like you still don't know anything. So I felt huge imposter syndrome. But I just started posting some stuff that I knew. And I said, you know what? This can always change. I can always evolve based on my education and how it grows. Started posting, all of a sudden people are coming to me. Two years into working at a practice, I realized that there were so many more opportunities that I could do. I could help people privately and I can work cash base instead of having to go through insurance in a clinic. I could eventually launch an online program. No idea how to do that. Was building a huge social media following? No pace instead of having to go through insurance in a clinic. I could eventually launch an online

program. No idea how to do that. Was building a huge social media following? No email list. It was not smart. But I didn't intend to go into business. It just, it found me based on me posting and being passionate about and wanting to help people and provide a different message than maybe what they were receiving. And based on that, it's turned into what it has. Well, I think there's a great few points already, like a couple of things I want to talk about out the gate is a lot of people, you know, you've grown to hundreds of thousands of followers on Instagram and a lot of great,

you know, content across all your platforms. And I think one thing that's important is consistency, right? Just like when I used to teach, yeah, I'm like the best diet is the one you can stick to, not keto or cob loading or all these different things. If you can't stick to it, it's irrelevant. And a lot of people say the same with content, like Rudy, what's all the content I should post and we map out this plan, but I'm like, look, you're always going to win if it's something you're passionate about and consistent in.

So it seems like you kind of, that kind of got you started, right? You were doing it for fun and then you got a lot of traction. Um, and you know, on today's episode, we're going to talk a little more about that content strategy, how to really understand and resonate with your audience. But the second thing before we do dive into that, that I also think it's really important that actually stopped most people starting is the imposter syndrome side with social and being an expert. And I think what a lot of people don't understand is, and I found this, like I became a nutritionist,

sports scientist, master's degree, then a researcher hung out with the world's top professors and researchers. And I was like super well educated and qualified after 10 years, super experienced, but most of the time I'm like teaching people like what it is a carbohydrate, how to get the protein. Like you don't need like as much, you obviously shouldn't teach unqualified or if you're teaching garbage, the health space too, sadly. But you also need to be like a PhD and spend 20 years researching it to help most people because most people need to learn at like that third grade level. Right?

So some of your start 10, I'm sure resonated, even though you were like, why is this useful? It's like so simple, but to a normal person it is. And that's exactly it. I started posting things that I thought everyone knows this already. even though you were like, why is this useful? It's like so simple, but to a normal person it is. And that's exactly it. I started posting things that I thought, everyone knows this already. Like, why am I even sharing this? And then all of a sudden I wake up and the post had done way better

than some of my fancy Acryoga stuff. And I was like, okay, maybe some people do. And so let me just start leaning in and let me see, let me ask questions also. It was like, well, what do you want to know? What do you, what are you interested in? And that's really what created and cultivated social media for me. It wasn't just here's what I want to share, but it's what are you really asking for? And what are you needing?

What are, where's your head space within your body? So that I understand how I can help further. Yeah. And it's funny because when I, you funny because when I was at the peak of my sports science days, I was trying to grow my fitness stuff and I was close to these super advanced, like this scientific data hole revealed this little tweak or trick and it didn't really ever do well. And then eventually I grew my following into a million in the fitness space because I just went super basic and broad. And now I actually teach social media and marketing and everything. Cause I learned over all the years that for something to go viral and have that mass effect, one of the most basic rules is it's got to have mass

appeal because it just works. Right? So, so it kind of makes sense when you think about it, something super advanced that only a smaller percent care about, like a pro athlete cares about how to, you know, activate a part of their glute or something, right? Versus, you know, speaking to a normal runner, but like how to run pain free, wildly different, even though you might be teaching the same glute activation exercise, but wildly different in how you packaged it. Exactly. And that's really what I had to let go of the fact that some physical therapists might not appreciate the way that I'm presenting the information because I'm going to

meet the person where they're at. I'm going to tell them, oh, you have anterior pelvic tilt. Here's what you can do to help feel better within your body, where most physical therapists are going to be like, that's not a diagnosis. And I'm like, I know, I know, but I have to meet people where they're at. And so I had to get over the fact too of pissing off some people within my profession because I'm not talking to you. Like you are not the person who is going to come onto my platform, buy my programs and get the help from me. If I was trying to market to other physical therapists, sure,

I would talk differently, but I'm not. And so I had to get really comfortable with being uncomfortable in that space. Well, it was the same. I had a lot of sports scientists friends and they would always hate the influences because, you know, this influence would say, Oh, you know, eat this carbohydrate and you'll lose 30 pounds. And it's like, we know it's BS, but it's like, instead of me getting like all disgruntled and having all this hate, which most people in the science world did,

I would be like, how are they doing that? And then how can I do that same thing and get millions of people, but actually teach a good scientifically proven console that will help. Yeah. How I started my scientific kind of big program that reached millions of people is, uh, you know, you kind of have to, I always say you got to sell them what they want and give them what they need. They want the magic tip.

So bake in the magic pill somewhere, you know, and I always say it's like with content and speaking to your audience, whenever I have a lot of dogs and grow, grew up with dogs and whenever you had to give the dog a tablet from the vet, I'd put it in some cheese. That's why you go to your audience. You got to put it in some cheese so that they, you know, take the tablet and then they still get the goodness from the tablet inside. So how on a practical level, because that's what we're here to really

break down now, how do we start to do that for anyone listening? I think the first thing is really asking questions. You have to be genuinely curious in what people are, are what they're saying and what they're saying that their problem is, because you can assume what someone's problem is. You can have all the education and know what you need to do to help them. But unless you're meeting them where they're at, you're never going to get there. And that's why, again, there's going to be people pissed off because the messaging is going to be fat loss and all these things. The muffin top, and in my case, it's the posture, the forward

head, the rounded shoulders. I have to be able to meet people where they're at and grab them with where they're thinking in order to lead them to where they need to go. So I ask the questions. I ask, what exactly are you feeling in your body? Because if I don't know what you're feeling, well, then how do I know how to lead you? And so that is always the first thing. And it helps to generate community and trust as well. Because now I'm telling you, like, you could trust me because I honestly want to be here for you.

Yeah. And I mean, I always refer back, like I'm not into politics. I'm British, I can't even though, but I say wherever you hate or look from, he is a marketer and business owner owner realized this whole campaign was make America great again, right? And it's like, he knew like to reach the audience, he had to speak at this like very basic level, right? And I do think, you know, for content wise, like learning to do that.

Um, and then using those signature terms that are kind of known in the industry, especially if that pain points to known in the industry, especially if that pain points to when people are like, oh my god, my knee pain or shin splints or whatever are so useful on that. And you can find that in every industry, not just health and fitness. And I also love the question part. Guys, if you're listening, it sounds so simple, but ask yourself, when was the last time you surveyed your email list? When was the last time you surveyed your email list?

When was the last time you did a poll on Instagram? The answer was probably never or a long time ago. I know this because I often encourage my members to do it. And even I'll work with a celebrity that's got 15 million followers. And they'll be like, really, how do we know what product we're going to launch together? And the first thing I'll say is, well, we're probably going to pull on your Instagram and get all the answers from your audience, you know? So it's so simple, but no one does it.

So I love that as the first one. What else would you say is important? I think it's understanding the actionable after that. Then, OK, I understand what people are needing. Well, then what's the actionable of how many'm gonna take them there and it has to be so simple I know some really smart people and they post content that I'm like this is over my head You know like you have to break it down in such a simple way and a lot of the times you're gonna feel like you're Saying the exact same thing over and over again

And you should be because that's how you're going to get someone to actually, again, follow your train of thought and be able to go into your program at the end of the day. So you are saying the same thing over and over again. You are breaking it down in the most simplest way. How can my niece and my nephew understand this? And I'm always talking to people too of like, technology isn't easy. And for me, the people who are in pain, they want to take action or a little bit older. So I also have to be able to lean into, okay, what would my mom understand? What would my aunt grasp and see and be able to use this post easily? So you have to think of the people who are actually using it, needing it, and the actionable that's

going to be so easy to take them there. Yeah. And I think with that, a lot of people, And I think with that, like a lot of people, um, they do overcomplicate and I find the more educated the more degrees people have the worse on the spectrum they are for that. Um, and as you know, it's definitely in the health space, but also in other industries too. Um, so I think great, great thing there is simplifying and then like you said, some sort of simple actionable. And that's why you see so many of these viral videos, like, you know, to keep using health examples, cause they're easy. You know, there's one way you like put a biscuit or something under your tongue

and depending on how fast it melts, it's like your carb tolerance. I mean, typically there's pretty BS. There's not much proof around that, but it goes viral. People are doing it. Um, and I was on with one of my clients the other day, helping them and that, you know, they're taught like good health GI expert and a thought map and, you know, very complex kind of topic. Um, and I was like, you know, how do you come up with some sort of test or

assessment or, um, you know, how do you come up with some sort of test or assessment or, um, you know, just something to really hook people in. So if you're listening today, like what is the, what is the simple thing people can buy into? Um, I'm really understand. And then as you mentioned, how can you provide some sort of simple actionable? And I always say whether it's free content, social content, free opt-in or a low ticket product, because I sell a lot of the sub hundred dollar stuff, I've sold like 70,000 low ticket products myself.

Try and get something where they'll have an instant success, right? Like if you get something in a reel or you can sell a $7 product or $29, something that shows an instant result, because I think that instant gratification is what the world wants these days. I mean, it really is, especially nowadays. There's so many people on social media, there's so many people doing the same thing. So what makes you stand apart? Like how can you create that effect in someone?

And that's honestly what I do as physical therapists in person. If I'm working with you, you're not going to get by into actually do your exercises unless you feel something. So I have to translate that into the screen. Yeah, great. And then next question. So a couple of things we've already talked on about, you know, resonating and meeting them where they're at and asking the audience. How did you then like take that from just creating a piece of content

to building a following? Because obviously, you know, you've built hundreds of thousands of people and part of it is building consistency and actually a tribe and community because that's where you can eventually build a business around it too. So how do you, you know, do that to someone that's listening? One of the main things that helped me in the very beginning was collaboration. And that's still something that can be so impactful for so many people. So don't be afraid to connect with people who are doing the same thing as you, who connect with people who you admire, who you would want to collaborate with, or maybe someone who's doing something similar. Like how can you collaborate in ways? I've collaborated with

so many physical therapists. I've had so many physical therapists share my free products, share my free things, help me grow my email list just because we have this connection and this report. And so really don't be afraid to look at your competition as someone who can help you in growing the success because yes, you want to stay consistent. Yes, you want to keep posting. Yes, you want to try different things based on what people are doing, different trends. However, like you also want to be in connection with the people who are doing similar things to you. I love that. And I think everyone that's successful in pretty much every industry, eventually, you know, some of the older fashion industries, I mean, is a little tougher,

but most of the newer industries, we're all best friends with each other. Like in the fitness space, we're all best friends with each other all the time. Now in the marketing space, all my quote unquote competition, we're all best friends with each other and like, you know, they'll leave and a year later go and apply for one of my friends and we'll text each other like, Hey, is that actually good or not? You know, and we see each other at events and that's the beauty of most of the industries these days. And some of my biggest, like, you know, we've done half a million, a million dollars in JV partnerships, sharing audiences because all the time and the same for fitness too.

If someone's losing weight and working out, well, they probably get a knee pain and stuff because they didn't train for 20 years, 100 pounds more than they should have on their body. And now they jumped into exercise. So they probably need to work with a physical therapist too while losing weight. And it's the same in business. If we teach Facebook ads and all these things, well, maybe someone built in an email list and they need someone to write their emails for them. So always look out, can you collaborate on the content side, but also the business side and you side too. So I love that. Last remaining question. I always like to ask this. You could go back in time to when you started, sit with yourself and give yourself a few tips.

After everything you've learned, all the trial and error and loss and failures too, what would you tell yourself? Get out of my own way. Get out of my own head. I've always grown up as like, I'm a shy person. So it took me, like me doing my calisthenic acro yoga was easy, look at what my body can do, don't look at who I am as a person. So it took me a long time to be able to speak to camera.

It took me a long time to feel confident to be able to promote my passion and get people excited like I feel, because it took me a while to get there. And so if you need to get into the personal development program faster, read, you know, put yourself in rooms of people who inspire you and get out of your own way.

Yeah, yeah. So I made about $5 million in my fitness, you know, fitness brand without shooting a single video. I didn't like video and I always laugh how much more, you know, like if I went back and yeah, now, and it's funny cause I shot an Amazon TV show last year and it just launched and everyone was like, Oh, you're such a natural. You should be, you know, get into acting and how are you so good?

I'm like, barely, you're such a natural, you should be, you know, get into acting and how are you so good? I'm like, barely you knew. I thought like I didn't shoot any video for like five years when I started. So yeah, I love that because I think, you know, we're talking here today about Fontan and building an audience and you've got to connect with them. And it's hard to do that. I have that face to camera impression. And we, you know, we work with a lot of brands where they're still trying to hide behind the brand and it doesn't work these days. Like people want to know that they're really new. So I love that to wrap up. Um, where do people find you if they are either in pain or they want to follow

your journey, see some of the content and what you've done on the business side. Can you just throw out your Instagram and website maybe for everyone? Yeah, Instagram, social media, all of the places is DocGenFit. Been cool to grow there. If you wanna connect, reach out. And then Gen.health is our app and platform that we've created and it's been super exciting

to continue to see it grow. Well, thanks for coming on, sharing all that wisdom. And I love geeking out on the content side. It's a lot of fun and you know, anyone listening, it's the best way to spread your message and impact millions of people, which is why most of us start, at least a lot of us come in

from the health and wellness space. So thank you for your time today, guys. That is a wrap. Keep living the red light and I'll see you guys soon.