Mastering Marketing and Becoming a Health Influencer with Kyle Lasota

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About a year ago I hosted an event called the High Ticket Wellness Summit which was filled with many gems, particularly for health, wellness coaches, and experts. It is also great information for experts in business, marketing, coaching, transformation, and many of the listeners of this show.

I have decided to share a few of my favorite interviews from the event on the podcast. Today we are going to be hearing from Kyle Lasota who has an incredible journey going from being a marketer and working with some of the best marketers in the world to creating his own health brand and using his marketing skills to create great content to help serve other people. It is an incredible story of transformation that I am excited to share with you.

We discuss:

[02:41] Kyle shares his journey from marketer to a health expert. He is helping people navigate the complexity that can be the world of health and help them make better decisions.
[03:25] He started as a copywriter for 3-4 years. He pushed himself during that time and ended up having a health crisis.
[04:35] He was able to get things under control but he was managing and not thriving.
[05:31] He wanted his business to work for him so he created this hybrid business model where he partnered with health and wellness companies and they paid him to make videos and marketing assets for them at the same time he was building his own tribe.
[08:03] There are so many different ways to bring in income other than being a health coach and offering 1 on 1 services.
[08:12] He knew that he needed a business that was passive and could be leveraged. It would take work to build but he wouldn’t have to continue to trade time for dollars. It needed to be infinitely scalable.
[10:20] The way that he was making decisions when choosing his business model was based on how he wanted to spend his time, what he enjoyed doing, and his zone of genius.
[11:28] Building a personal brand is really important. The biggest problems he saw others having were with Facebook ads or fulfillment. He knew he would have a lower-stress business model if he didn’t have those two issues.
[11:59] Knowing what you want is a hard thing to get to. You can start by knowing what you don’t want. If you get really clear on what you don’t want it can help lead you in the right direction.
[14:34] The reason why a personal brand is important is because then you don’t have to pay for advertising or it is a much smaller budget.
[15:01] You have to pick one platform and publish consistently and you have to put out really high-quality content.
[15:42] Kyle suggests building digital assets with a blog and Youtube channel instead of focusing on social media.
[16:37] Evergreen content is where it is at (blogs, YouTube, etc.) Podcasts are also evergreen content and are very searchable.
[17:17] When you’re thinking about marketing, the first step is always to get clear on who you are serving, what their problems are, their challenges in life, and their aspirations.
[18:29] All the traffic is already there, you just have to get yourself in front of it in order to get some of it, and the way that we do that is by working the Dream 100. The Dream 100 is a list of 100 people who have influence or audiences that we want to speak to and we build relationships with them.
[20:44] People are consuming your content and without them knowing it you are building a relationship with them. Content is relationship building at scale.
[22:46] During his health struggles it took him a year and a half to figure out how to make his business work the way he wanted it to. Be patient.
[23:31] If you start to ask better questions you will definitely get better answers. There is always a way to make it work.
[24:02] Life in business can be easy and fun. Whatever you are working on and trying to build it doesn’t have to be hard. You have to give yourself permission for it to be easy.