So first off. Since January 2023 till June 2023. We hit 100k in sales! Shoutout to Trey and his course on this skool group. That together with Dan Koe’s stuff has helped a lot. Our journey has been rocky. Over-thinking stuff. Inconsistency. Big wins. Then big dips. Like in November to January we had 10-14k months. July this year we barely scratched 1k. Partly that’s got to do with our offer and mechanism not being optimised for the off-season. But in general, our mechanism wasn’t well understood. Players would get on sales calls and it would always be like “well what do you do?” So we are spending more time actually fleshing out our mechanism. We’ve recently discovered a form of behaviour therapy model that resembles exactly what we teach, is research backed and already well developed. So we are simply using that, modifying the language so it makes sense to a hockey player. A lot of our results in gaining an audience has been the result of good organic. But there’s a twist in that. An issue we discovered is that our audience demographics are more skewed to parents than players. Means our following of 12k really only has an active player base of about 3k which are in the age group we service. So right now, we are focusing on making content in both carousel and reels that better cater to that age group. And improving the mechanism so that it’s easier to understand. As Ice hockey is a sport where sport psychology has yet to really make a big impact. So we need to do a better job in communicating our mechanism so players and parents actually understand. Will be posting updates again in a month or so

So we had 4 new clients sign on for us for our main program. That was with a mixed chaotic effort as expressed in our previous post and only as of the second half of this month really dialling in that DM script August presents us with new opportunities. Typically a wave of new client athletes are more willing to buy during the next two months due to the start of the hockey season. We have our DM script dialled in. We got a huge list of all the potential Junior A, College and CHL players we can work with which need to be prospected (about 5,000 players total all of the perfect age and level) That combination of circumstances and our rifles locked and loaded sounds promising to us. We have our responsibilities properly divided. I'm running point on the appointment setting. My partner is closing and handling service delivery. Not sure exactly the number we will hit in August but if it's 10k-12k. I'll feel very blessed about the direction we are heading. Trey. Thanks for having created this course and community. It has helped give us the tools to shape our futures. 1-2 big months for us and we will be in a position to take this to the moon. Good luck to everyone reading, keep at it!

So here are the 2 key lessons we learned by going hard with the DM script: 1. Editing the DM script to increase versatility in our niche is paying off. What we did was added another two first messages to the DM script. One is to be used in the DM's of someone who doesn't follow us, but is of the right age and league level (clearly visible thanks to online stats databases on players). Because we can see the exact names of players who we need to contact, if we cannot find them through the use of a search on IG (due to unique usernames), we reverse search them through their team IG which they typically all follow. If their profiles allow us to send a cold dm (about 20% of all prospected players), we send: "Hey (name), just wanted to reach out. Best of luck with the coming season. Are you interested in free content about improving mental performance & hockey development from a mental performance coach". Free content not only meaning our IG profile but also lead magnets such as our skool community for hockey players. Should their profile not allow us to cold dm due to their settings. But should their profile be public, we use a comment with the same message but just a CTA for sending us a dm. Which as you can see in the image below worked nicely. It's a low percentage play. But when I'm already looking at every player in the league a couple extra seconds spent on what could be 1-3k LTV from a client is damn worth it. 2. We are in a very lucky position with our niche. Seeing as our niche are hockey players and that there is a great set of online stat databases covering the leagues and levels we want to target, I realised we basically have been sitting on a gold treasure chest but were simply either too stupid or lazy to take it seriously. We got cocky in thinking that if we simply had great content, that the leads will come pouring in. Now maybe we get to that point later when we have 2k in ad-spend per month and our messaging is dialled further in. But for now, our library of content is just an honest signal that a) we are serious and competent in what we do, b) social proof from other players and parents engaging to our content. So should a new prospect check our profile, there is just in instant confirmation of "yeah these guys look legit".

Hey guys where I can access the VSL Slides file?

So my business partner and I have been hammering down on that script and have been booking calls easier (shoutout to Trey!). But a trouble we have been having is attracting more of the right athletes into the DM's. For context, we serve 15-25 year old hockey players who are playing high level ice hockey (AAA, Junior A & College) Through our socials we get more traffic from that group of 12-15 year old group who are just too young to help with our paid programs (we give them free stuff). So we have a messaging problem I assume which we need to dig deeper into. Then again I might easily be wrong with my assumption. But for now we are solving the problem via making ONE variation to those opening lines in the Appointment Setting script. Aim: DM the likers of our COMPETITORS content who provide similar services (mental performance, mindset, etc). Specifically the likers who match our client profile who get the best results (older athletes playing high levels already). For example theres a competitor with almost 100k followers who attracts relatively more older players than we do atm. The indicators for the right clients are visible in the profile pictures as in Ice Hockey older players wear visors and not cages. Also they typically write in their bio the name of their team which makes their level identifiable. DM template: Hey (name)! Just wanted to reach out. I see you liking content on (subject in liked video) and mental performance in hockey. Are you interested in more free content about this topic? 👍 Because these are young athletes addicted to their phones (like most of us) the response rate is about 40%. We then are directing them to one of our free courses and when they sign up to that course we collect their CRM info. And then follow up with them with the rest of the script later is the current plan not to overload these new guys who are unfamiliar with us. This last part we are still needing to execute on as we only have started using this strategy today but looks promising so far