How to Connect Your Clinical Knowledge with Your Audience [LIVE COACHING CALL]

Kinsey Machos: 00:01

I'm Kinsey Machos, your host and founder of the category Queen. Welcome to the podcast for coaches, consultants, and course creators who don't just want to dominate their niche, but they desire to play in their own league. My mission is to help you unlock the power of your unique brilliance and use it as a vehicle to gain recognition, reach more people, and make more money. Not too long ago, I took a bold leap, leaving behind a six figure corporate salary with nothing more than a used MacBook and a burning desire for more freedom. Today, our brand has become globally recognized, helping thousands of female founders to become industry leading experts. Join us each week as we go on a journey together to discuss mindset, marketing and money, and more importantly, the real life discussions about balancing success with motherhood and marriage.

Kinsey Machos: 00:56

Because we're a community of women who build and scale impact driven businesses, but do it without sacrificing the things that matter most to us. Welcome to the category queen show. Hello category queens. I hope you're having an amazing week today. I want to bring back a replay of a coaching call with a fellow clinician. We have been getting a lot of messages about messaging, and we always have a lot of clinicians in our audience and people that are coming through the content and the curriculum. And in general, what I like to think about is really a clinician from the technical term, as somebody that has obviously gone through some sort of credentialing or certification or advanced education, if you will, in sort of that, like, again, technical terms. But I think all coaches are in some sense a clinician.

Kinsey Machos: 01:59

They're a master at their trade. You're a master at your trade. And when you're so good at what you do, and also you understand the science behind it and you know it so deeply sometimes we're so in our heads about it that when we go to speak about it, we speak right over the heads of our people. And especially, as you know, I, again, I talk to a lot of clinicians, and especially with that sciency background. And when they go to talk about how they can help people, it sometimes, or a lot of times falls flat because we tend to go too heavy on, you know, this science year. If you think about even a physician or any sort of clinician that you personally have had experience with in any sort of healthcare setting along your journey, right.

Kinsey Machos: 02:51

You have probably likely experienced a time where you spoke with a practitioner or clinician and they were like totally speaking in a different language with you, right? It's totally jargon, and you're just like, can you just like dumb it down a little bit so I can understand, you know, what my next steps are or what's going on with my body. And this is sometimes I think whether you're a clinician or not, can feel is something that we all can struggle with. And even in this coaching call, you'll hear me share that. This is something that I struggle with too, is we just sometimes go too technical or too sciency or to jargony.

Kinsey Machos: 03:32

And so I wanted to pull this coaching clip because it was really impactful for this particular individual who is a clinician, and I help her really unpack her particular expertise in a way that really aligns with both her and her audience. One of the things that I'm really passionate and I feel strongly about is that I don't want you to water down your brilliance. There is a difference in communicating in a way that is compelling versus dumbing it down. And I don't want you to dumb down your brilliance. That is the very thing that is going to attract those higher quality leads and clients to you, is when you are really just shining in your full magnetism. But we have to be able to communicate in a way that it does resonate.

Kinsey Machos: 04:21

And so I wanted to bring back this old coaching call and help you see what this could look like for you. And again, even if you're not a clinician, this is going to resonate with you because we start to unpack her particular offer and how to dissect it in a way that gives you even more levers to pull from when you start to create your content. And you're really starting to experiment with the messaging around that full, your full brilliance and in alignment to that particular dream client or your particular dream client. So I hope you enjoy this.

Student: 04:58

I thought of one kind of while you were talking to Stacy, so kind of along the similar line of just how do we kind of form our messaging? And I'm really struggling. I'm very clinical. I mean, I just, I love the science and the nerdiness behind pcos and fertility. But when I did my market research called a couple of weeks ago, truly what was coming out more from the ladies I was talking to is they did not feel like they were being heard at the doctor's offices like these fertility clinics. They just felt like another number coming through. But I'm not, I don't know how to message that to portray the value that, or I guess, equate that to, like, the monetary value that they're going to invest in. They want those things but they still, like, want.

Student: 05:53

They want the outcome they think they're gonna get from those fertility clinics, and they haven't gotten them yet. They all have experienced loss, so it's like, they know it's not working, but they've invested tens of thousands of dollars in that. But they want someone who listens, you know, like, how do I get all that into place?

Kinsey Machos: 06:14

So this is good. So a couple things is how. So when you think of what you help them do, how is it different than what they've already tried?

Student: 06:29

I feel like it's completely different. A. It's not. It's not portrayed to be a quick fix. I think in the medical field, the treatment, that physician treatment is the quick fix, even though it usually doesn't result in what they want. Mine is a little bit more natural, holistic support. It takes more time, but it actually supports the body rather than trying to force something that isn't happening naturally.

Kinsey Machos: 07:03

Okay. Love that. So that's. So that's a lot of what we like. So here's the other thing, too. I have a lot of. We have a lot of. We have a lot of clinicians amongst our programs. So this is really common in kind of, like, how do we translate our really incredible clinical expertise into layman's term? Couple things is, I don't want you to scrub that out too much. So, like, I really do want you to bring your clinical knowledge to highlight that true brilliance, because you're not just somebody that woke up and was like, I can help you get pregnant. Right? You, like, have this breadth of knowledge, and it's important to highlight that. And we can do it in a way that is compelling, but it isn't watering down your message. So I think at the broader.

Kinsey Machos: 07:53

At the bigger level here is making sure that you're continuously showing people that what they're seeking from a fertility perspective, you know, it's not working, and that you have a different way. And the more that you can talk about how this different way is different right through the lens, again, we do. We don't need to go into super scientific terms, but we can describe it in a way that demonstrates your clinical expertise. So have you, Tracy, have you taken any time to think about even your framework or those steps, when you think about even that holistic approach you said you're bringing this holistic approach that really supports the body. Thought about, like, the core pillars within that?

Student: 08:48

Not so much pillars. I have modules. I have a program that I've already ran people through. They're successful, but I haven't really pieced it out more into, like, the components we learn in your program.

Kinsey Machos: 09:06

Okay, so let's. We have time. Let's do this. This will be good for everybody. So we call this right off, remodeling. So they're here. They're not pregnant, or ideally, have already gone through maybe one or two cycles of, like, fertility treatment. And then over here, you do help them get pregnant, right?

Student: 09:31

Yep.

Kinsey Machos: 09:32

And this is specifically people with PCos?

Kinsey Machos: 09:36

Yeah.

Kinsey Machos: 09:38

Okay. So we know that's super clear. So what if you were to think about the three to five course steps, not process, but, like, what you're doing with them and how you're bringing this to the result? Just tell me some things that you're doing here.

Student: 09:59

So I don't. I don't. This is where I struggle, like, clinically. I want to say, well, I do an assessment.

Kinsey Machos: 10:07

Okay. Yeah. Okay, great. And what are you doing on that assessment? Like, what are you drawing from that assessment?

Student: 10:14

Health history, labs, lifestyle history, which includes, like, nutrition, exercise, sleep, stress. Very clinical.

Kinsey Machos: 10:29

Yep. And then what? So you have their information. Then what do you do with them?

Student: 10:38

Then I take all that information and start to move them into the program of all those pieces that I assess, like, nutrition. A nutrition plan. A lifestyle plan.

Kinsey Machos: 11:02

What part? So what do you find? What helps people? What are people doing in their nutrition that they shift. That helps them get pregnant?

Student: 11:15

Yeah. The two big things. We work on timing of meals throughout the day.

Kinsey Machos: 11:20

Wow.

Student: 11:21

And we work on balanced nutritional intake.

Kinsey Machos: 11:29

So if I. So you're saying that if someone with PCOS even simply changes timing of meals, it could support the overall fertility system. That's mind blowing. Okay. So, awesome. All right. What are you doing from a lifestyle perspective? What changes are they making?

Student: 11:51

So we're typically adjusting exercise to be. To reduce stress on the body. I don't know. Most commonly, I see we're either super sedentary or over exercising. So we kind of need to bring that down into something that's more supportive of the body. What's really interesting is just stress, whether it's too much exercise, malnutrition, other stressors, obviously, and lack of sleep, it shuts down fertility. So a lot of women, they're trying to force with these treatments something that if they just, like, they're not fixing the problems, and that's often why fertility treatments aren't successful. So, good.

Kinsey Machos: 12:41

Okay. What. Okay, so we've got. This is really good. So we've got nutrition. Lifestyle. And actually, like, exercise. What else besides exercise, even?

Student: 12:54

So, we talk about sleep, like sleep quality, length of sleep, and then stress management.

Kinsey Machos: 13:02

What are some things that you. Is sleep a really big. Well, obviously I think sleep is everything, but yeah. What changes are you helping them with to get better sleep?

Student: 13:19

One is consistency. So, and this is part of that customization. But I don't just say you have to sleep from ten to six or whatever, like, I have to listen, what is your schedule? What is typical for you? What little bitty tweaks can we make to get closer to like seven to 8 hours of sleep? Sometimes people have trouble falling asleep. Sometimes they have difficulty with staying asleep. So we have to piece that out too.

Kinsey Machos: 13:47

I know, this is so good.

Kinsey Machos: 13:49

Okay, so what I'm hearing is. So the assessment obviously is like more process driven. But what I see the core levers here are, the core pillars are nutrition. I would actually tease out exercise. So instead of lifestyle, I would actually tease these out of specifically exercise, sleep and stress management. Okay. So your responsibility is to do exactly what you did here and educating them within these components, to let them know that these are the things, like you said, like changing the timing of the meals. Why is this important? I think this is where you can bring more of your clinical expertise.

Kinsey Machos: 14:37

You don't have to go into the full scientific description, but could you in 12th grade language say, explain to somebody why timing of meals impacts your fertility and letting them know that, again, it's all dependent on your body, but just a simple shift in how you eat can increase your likelihood of getting pregnant. So if you think about, even from this perspective, you have so much here that you could talk about, right, what they're eating, balanced meals, timing of meals. When you think about exercise, exercising too much, not enough, how to know how much how this impacts the ultimate result that they're trying to achieve. Same with sleep, same with stress management, and then with all of this. Right. Anytime.

Kinsey Machos: 15:29

I think there's this other component that I would absolutely weave into the overall content strategy, which is contrasting it to why fertility treatments are not working. And it's really anchoring into that message and that fertility treatments are just, it's a band aid. And what's missing is actually healing the body and getting to the root cause. So I think it's really important. I know because you had made a comment earlier, I'm so clinically driven. I think that's actually really good. I think where you have opportunity is to bring that clinical knowledge, but make it just digestible. You're educating them. This is where educational content can be very powerful for you.

Kinsey Machos: 16:25

But don't feel like you have to give them all the things, but just helping them shift their thinking and what is actually causing them to not get pregnant and then helping them see that it's this full plan, right? It's not just nutrition, it's not just exercise, not just sleep. Like, it's this holistic plan to healing your body so it can. So it gets the support you need so that you can get pregnant. Right?

Kinsey Machos: 16:51

And that's what you have to do.

Kinsey Machos: 16:55

Did that help?

Student: 16:56

Yes.

Kinsey Machos: 16:57

Yeah. Okay. There's so much here. And I'm like, hello. Like, this is the most amazing thing ever, so keep talking about it. And you. And again, I would imagine you have just an infinite amount of knowledge you could share. So don't feel afraid to share it. And even if it does sometimes. So I'm obviously not a clinician, but sometimes I do get a little bit technical with the way that I describe things, and it's okay, and I learn from it, and I'm like, okay, this didn't quite resonate. How could I say it differently? So it's an evolution of communication. But I never want you to water down your brilliance and feel like you have to, like, hide that clinician within you, because I think that's really attractive.

Student: 17:43

Thank you.

Kinsey Machos: 17:44

Hey. If you're ready to stand out online and get paying clients consistently without having to fumble your way through tech run ads or create complicated funnels, I want to invite you to join us in the category queen school, where you're going to learn my simple, proven formula for getting clients online. It's risk free. You either make your money back, or we'll give you a refund. Just head over to kinseymahos.com/theCschool and join today to get instant access. We'll see you inside.