The Connected Yoga Teacher Podcast
109: Attracting Clients with Your Message with Eman Zabi
Description:
Your business is about you, but does your branding and website copy reflect who you are as a yoga teacher, and showcase your unique personality and voice? Eman helps business owners “put the personality back in your business” and she has some tips for you to get started doing the same.
Eman is the founder of The Scribesmith, and she puts her background in Political Science, Econometrics and Neuromarketing to good use in her business. She works with clients from the outdoor, fitness and wellness industry to help them create copy that makes their businesses sound human, capture the essence of the person behind the business, and stand out from the hundreds of other similar offerings.
Particularly in the yoga industry, the human aspect is so important, because a lot of times, our students work with us because they like us, and our style and our personality.
That’s why personality-driven copy on our websites is so important. Eman shares why it’s so important to share your story, what your brand is as a yoga teacher, and some tips for how to capture your unique voice and convert it into copy.
If you're feeling like your website reads like a robot wrote it, or if your branding and copy just don't stand out among hundreds of other yoga business owners out there, you are going to love this episode.
Key Takeaways:
[3:22] Shannon introduces her guest for this episode - Eman Zabi.
[5:03] Where did Eman get started with her journey of copywriting, particularly for wellness businesses?
[7:27] Has Eman ever encountered a situation where she thought that she should pivot away from working with businesses in this space?
[9:20] What benefits has Eman seen in businesses when they niche down and speak to a specific audience? Eman explains more about the Return on Investment (ROI) of branding and differentiation.
[12:38] What does "brand" actually mean for yoga teachers or yoga studios?
[13:24] Eman shares some tips on how to connect with your brand.
[16:00] How can you start to dig in and showcase more of who you are?
[17:34] How much is too much when it comes to sharing?
[19:17] What are Eman's thoughts on how to choose a name for your business?
[20:53] Listener question from Pili Bailey: How can I share my story while weaving together yoga and aromatherapy?
[22:25] What helped Eman along the way to develop her homepage? How can yoga teachers and yoga studio owners apply that to their own homepages?
[25:52] Shannon and Eman discuss the call-to-action on your website, and how this ties in with a sales funnel.
[28:10] What is Eman's advice to yoga teachers who haven't found their niche?
[30:57] How can you own your story and share who you are without feeling embarrassed?
[34:21] Eman shares more about an email marketing campaign that really made an impact.
[36:56] How does Eman create amazing subject lines? She also dives into what makes a great email with some examples.
[44:19] How can you deal with people who unsubscribe from your email list?
[45:12] Eman leaves us with some final tips on how to dig into your own voice in your copy.
[46:44] Shannon shares her biggest takeaways from her interview with Eman, and leaves you with some homework!
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"It just made sense to be writing about a space that was such a big part of my life."
"The yoga studios here, particularly, I found that they really have to find really unique ways of telling their stories - they need to stand out."
"As a yoga studio owner, if you invest in your branding and in your story, you're using that to differentiate yourself."
"Just bringing a part of yourself to the table and using that to connect with others - it's one of the easiest and most effective ways of standing out."
"We like to work with people we like, and you cannot like people don't know."
"How much you share comes down to who your audience is, and it comes down to knowing your audience."
"As a business owner, you have the luxury of being able to pivot your business when you feel like it isn't working."
"If I put myself out there, I'm able to reach more people. And if I'm able to reach more people, I'm able to help more people."
"Email marketing, I think, is the most underutilized tool in the fitness industry."
The Connected Yoga Teacher Podcast
108: Inclusive Language for Prenatal Yoga with Shannon Crow
Description:
How can we use inclusive language in a fertility, prenatal or postnatal yoga class so that our students feel heard, seen, accepted and welcome? This episode is a mini-training on how we as yoga teachers can make our classes more accessible and inviting through the words that we use.
Inclusive language is not something a lot of us think about or consider when we are teaching yoga. However, it is an important part of creating welcoming spaces where our students feel accepted and safe. This can be particularly complicated in a prenatal, postnatal, fertility, or baby & me yoga class.
On this episode, Shannon shares more about the different aspects to consider when it comes to inclusive language. Starting with your core values and beliefs, to your promotion and marketing materials (yes, even the images!), to the language you use during the class - Shannon dives headfirst into the kinds of inclusive language you can use in your classes, with tips, examples and templates for you to tap into.
Whether you’re trying to be more mindful of the language that you use to create a safe space for your students, or you’re wondering how to keep up with the times and include different students in their birth journey, this episode will give you plenty to think about.
Key Takeaways:
[3:57] Shannon almost backed away from doing this episode - she shares why it was so difficult for her.
[5:15] This episode is all about inclusive language.
[5:47] Inclusive language begins with your core beliefs and values. Shannon has an exercise - the "I Believe List" - for you to try out.
[9:29] Your core values and beliefs get communicated through all your promotional and marketing materials, not just through language but through your images as well.
[11:08] Getting to know your students helps you use appropriate and inclusive language. Shannon recommends a waiver form and suggests some of the topics to ask about to better understand your students.
[14:51] The next part of using inclusive language for prenatal yoga ties in with the "Welcome and What to Expect" portion of the class. Shannon shares an example that she might use to welcome students in a prenatal yoga class.
[22:15] In class with your students, what is the inclusive language that you can use?
[22:47] The first two categories of inclusive language have to do with acknowledging and including baby, and on the flip side, acknowledging self and space for the pregnant student. Shannon has some examples of how you might cue this in your class.
[25:39] In your prenatal yoga class, choose empowering and encouraging language.
[26:55] It's important for us as yoga teachers to learn the medical language, and then to choose what you don't want to use.
[28:14] Get comfortable talking about pelvic anatomy and different conditions that the prenatal yoga student may have.
[28:48] Part of inclusive language in a prenatal yoga class is using gender-neutral language.
[34:20] Another important part of inclusive prenatal yoga classes is being inclusive of all family dynamics, beliefs and choices.
[35:35] Shannon touches on the topic of postnatal and parenthood inclusive language.
[38:38] Birth circles are a time for new parents to share their birth story, with no judgment.
[39:53] Shannon leaves us with some final thoughts about this topic.
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"Inclusive language starts before you are standing in front of a room full of yoga students. I believe it begins with your core beliefs or values."
"Be gentle with yourself as we go through this inclusive language and just know that we're all learning."
"We get to make a choice around what language we use."
"As I'm talking about this with you today, if you feel some resistance come up, figure out where is that coming from."
"I want to keep up with the times on this one, so that my yoga students don’t feel excluded or discriminated against."
"The more we actually know someone's story, the less we're just reacting to what we're used to, to our "normal" in society."
"We don't have to have the same choices, we just need to stay neutral on this, as the person who's holding space."
"What is the intention of the inclusive language?"
"If I can make someone feel welcome, heard, seen, accepted in my yoga class, it is totally worth it."
The Connected Yoga Teacher Podcast
107: Launch & Promote Your Yoga Offering with Abby Herman
Description:
Do you struggle with putting out content that connects you to your yoga students? Have you gotten overwhelmed about promoting your yoga offering - not knowing where to start, which platform to choose, or even what to say? Abby Herman is just the expert you need to hear from about all things content-related.
Abby is the founder of Write Solutions and is a content strategist who helps her clients to get their message out to their audience, in their own voice, and on their own terms. She specializes in working with service-based businesses and helps small business owners generate ideas and strategies to move their businesses forward with content that attracts the right clients.
You have something unique to share with the world, but if people don’t know about you, they can’t work with you. That’s why content is so important - it helps you connect to your ideal yoga student, and attracts them to you. Abby talks about finding your zone of genius, brainstorming, how to use content across different platforms, and what it really takes to make a successful launch.
If you’ve been wanting to start promoting your yoga offering more consistently, or if you find yourself getting stuck in creating meaningful and relevant content for your audience - this is the episode for you. Listen to the end of the episode to find out how you can stand a chance to win a live 1:1 content planning session with Abby!
Key Takeaways:
[2:43] Shannon introduces her guest for this episode - Abby Herman.
[5:28] What has Abby's experience with yoga been?
[6:27] What does Abby do and who does she do it for?
[6:50] What does 'launching' mean?
[7:54] How much time do you need to lead up to a launch?
[10:33] It is possible to launch a program or course with a tight turnaround, as long as you are nurturing your audience on a regular basis before that.
[12:07] What should you be saying in emails that nurture your audience? How can you brainstorm content ideas to engage with and remain connected to your audience?
[15:46] How does Abby generate content in her own business?
[20:30] How many umbrella topics should you have in your Excel spreadsheet?
[23:11] How long does it take to brainstorm ideas? Abby shares some tips about things to do, and things to avoid.
[26:55] Abby shares her thoughts about repurposing and reusing content across different platforms.
[35:20] Is it important to focus on platforms that you are uncomfortable or unfamiliar with?
[36:35] What is the best way to map all your content ideas out onto a calendar?
[42:25] It's important to link to other content in emails, but can you ever be adding in too many links to different content?
[46:21] What's the best time to send emails? How often?
[48:08] To find out more about Abby and the work that she does, get in touch via her website.
[48:42] Shannon highlights her biggest takeaways from this interview with Abby.
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"Launching means you are putting something out there ... to your audience and it's a way to really narrowly focus your audience's attention on one thing that you want them to buy."
"People have to hear things like 7, 8, 9 times in order for it to really register."
"Whether it's a free event or not, you still want to get a commitment because once they say 'yes, I'll be there', they're much more likely to actually show up."
"The more you can expand that experience for your clients, the better, and the more willing they will be to buy the thing."
"Think about content in themes, and then it's a lot easier to then take those themes and plug in different ideas for a blog, for an email you send out to your audience, for social media posts."
"When you have too many, your message gets watered down, and so people don't really know what to come to you for. They don't really know what you're an expert in."
"Sometimes we're so close to our own content and our own ideas that we don't really know what other people need to know."
"What I recommend doing is creating content that is complementary but not the same."
"Think about where you can show up the best for your audience, and how you can promote that."
"Think about that any time you're creating any content at all - what do you want them to do, or what do you want them to know, or what's the call to action at the end."
The Connected Yoga Teacher Podcast
106: Defining My Yoga Business Niche with Shannon Crow
Description:
What’s your yoga business niche? Do you share your yoga with everyone, or are you focusing in on your zone of genius? Even though she has been in the yoga industry for 13 years, Shannon still struggles with defining her yoga business niche. On this episode, she shares her own process that helped her figure out where to take her yoga business.
As Shannon started planning her content for 2019, and looking forward into how she wanted to grow her yoga business in the new year, she kept feeling stuck with some content planning. She shares the strategies that she uses in her content creation process - what worked, and what didn’t work. (Hint: If you’re having trouble with content, some of these methods will help!)
The result of all her planning and reflection was the realization that she needed to niche down in her yoga business once again. Shannon talks about her struggle with accepting and admitting that her focus in her yoga business had shifted from where she started out, and why niching down is a process that never ends.
If you’ve been feeling burned out from teaching too many different yoga classes or are feeling stuck in the work that you’re doing - it may be time for you to look into defining your yoga business niche, and this episode has just the insights you need to get you started.
Key Takeaways:
[:28] This episode is about a challenge Shannon has been facing in her yoga business
[3:17] Next week's episode with Abby Herman is all about content, and there's an amazing prize giveaway too!
[5:37] Please leave a review if you're enjoying this content!
[8:54] It's so much easier for Shannon to share the work she does with yoga and yoga business owners when she is connected to herself, her yoga practice and her community.
[10:23] Shannon shares more about how she hit a point of struggle in her yoga business just before 2019.
[14:55] Taking away the guilt from the process can help you move away from what's keeping you stuck, and into areas that you thrive
[17:00] Reflecting back on your work can help you see clearly where you are struggling in your business.
[18:47] Shannon shares how she does her content brainstorming - Start with the main content topic, then map out subtopics.
[20:56] Shannon loves to map out three things when it comes to content - the channel she's releasing the content, the release date, and when she's creating that content. Why is this so important?
[23:07] How is all of this related to defining your yoga niche?
[25:58] Shannon talks through her struggles around Mama Nurture, and how she resolved them.
[31:56] Niching down is work that never ends.
[32:55] Shannon shares a personal anecdote about her journey with niching down.
[35:22] Check out the ways you can work with Shannon at The Connected Yoga Teacher website.
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"What's the secret to podcasting? It's simply 'Just keep going'."
"There have been times in my yoga career where it really does feel like very difficult work. And that's when I know I'm kind of fighting against where I'm actually supposed to be going."
"You pick the channel where you really like to connect to your audience."
"You do not have to make a content plan that would make sense to someone else."
"Stick to one piece of content that you really love to do, that's your one main channel. And then add on as you want to, or as it works in. Don't try to do it all at once."
"My content struggle is that I do not feel rooted in the 'now' with prenatal yoga."
"I believe that each and every yoga teacher has a unique and amazing gift to offer to the world that no one else can."
The Connected Yoga Teacher Podcast
104: Legal Answers for Your Yoga Business with Saerin Ally Cho
Description:
Should your yoga business be an LLC? Do you need to trademark your business name? What kind of permits and licenses do you need to legally run your yoga business? Saerin Ally Cho, founder of Love Light Law joins Shannon in the fourth episode of the 5-part mini-series, Yoga Studio Business 101, to talk about all things legal.
Saerin is a lawyer and yoga teacher, who combined her love for the two disciplines into her company, Love Light Law. Her mission is to help yoga teachers and wellness entrepreneurs do what they love and share their light by protecting their businesses with the law on their side.
On this episode, Saerin and Shannon tackle some of the confusing and complicated (but extremely important!) legal aspects of running a yoga business. From the type of business entity you should have, to legal responsibility for your students - they discuss it all.
If you’ve ever struggled with figuring out taxes or wondered about your liability as a yoga instructor, or even just needed help with the practical aspects of legally establishing and managing your business, this is a must listen.
Key Takeaways:
[2:15] Shannon introduces her guest for this episode - Saerin Ally Cho.
[5:00] Saerin is a lawyer and a yoga teacher. Which came first in her journey? How did motherhood lead her to become a yoga teacher?
[7:00] Should yoga teachers have an LLC? Saerin explains more about what that means, and the different business entities that are available as options for yoga teachers.
[11:52] Shannon's business is a sole proprietorship. Saerin explains what that means from a tax and legal standpoint.
[13:51] How does Saerin determine if someone should start an LLC? She illustrates with a few examples of people at different points in their lives and careers.
[16:56] What are some tips and tricks for determining what your business name should be? What are some of the considerations when it comes to choosing a name for your business?
[20:21] Shannon and Saerin discuss some of the trademarking issues that come up in the yoga space.
[21:08] If you're in the US, you can "obtain an EIN from the IRS". Saerin explains what that means.
[24:34] Getting legit with required licenses and permits. Saerin talks through some of the paperwork you may need to run your yoga business - be careful, this varies according to local laws!
[26:41] Shannon and Saerin delve a little deeper into what legal requirements there are when it comes to teaching in a public space or in your home.
[29:56] Hands-on assists can be a bit of a tricky situation in yoga classes. Find out what's allowed in your jurisdiction, as this may differ!
[31:47] If a student openly disregards the teacher's instructions and then suffers some sort of injury, whose legal responsibility is it?
[33:03] What is an example of gross negligence?
[34:34] How much information should you get about the student on your intake and waiver forms?
[38:22] Do get your free download of Saerin's checklist to ensure that the different aspects of your yoga business are considered.
[40:43] Get in touch with Saerin via her website.
[42:00] Shannon shares her biggest takeaways from her interview with Saerin. Do you have any other legal questions? Leave a comment!
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"I took a good look at what I enjoyed doing before I became a mother, and decided to dive deep into that, and that was yoga."
"Coming into a business, and yoga is definitely a business even if you're teaching part-time or full-time, you're going to think about what is the right legal entity structure best for me."
"The legal entity structure, in general, creates a wall between your personal assets and liabilities on one side, and professional assets and liabilities on the other."
"A yoga teacher coming out of a yoga teacher training 200 might not have legally the same level of standard duty of care that's the same as someone who's been teaching for 20 years and is a yoga therapist."
"When you look at it from a legal standpoint, you look at all the facts. Who are these people, and what should they have known?"
The Connected Yoga Teacher Podcast
103: Hiring and Nurturing Your Team with Shelli Warren
Description:
Do you have a team supporting you in your business? Are you thinking about hiring, because some parts of your business seem just too overwhelming? Do you need help in hiring, building, and nurturing your team? Shelli Warren, Team and Leadership Coach, joins Shannon in the third episode of the 5-part mini-series, Yoga Studio Business 101, to share more about what it takes to build a successful team as you grow your business.
As the Chief People Officer at BizChix, host of the Stacking Your Team podcast, and leadership and team-building expert, Shelli draws on her years of corporate experience to help business owners grow their teams alongside their businesses.
You can’t grow a business without a strong team to support you. But when is the right time to start hiring, and who do you hire? How do you ensure your employees are happy? Shelli shares her expertise about the process of hiring - from knowing which position to hire for and creating a compelling job description, to how to find and hire employees who are the right fit for your organization. She also gives tips on cultivating a strong team, and speaks to the importance of team meetings.
Whether you’re thinking about hiring your first team member, or you have a team supporting you in your business, this episode has lots of insights into leadership and team building that are sure to make an impact on your business.
Key Takeaways:
[6:00] Shannon introduces her guest for this episode - Shelli Warren.
[9:23] What is the first step you should take when you think you need to hire someone in your business?
[15:20] It important to come to center and get grounded, rather than staying too long in your own head space, before making any decisions about your business.
[17:24] Shelli describes her time leading large teams at Procter & Gamble, and how that honed her people development skills.
[19:54] What are some of Shelli's tips for hiring? She speaks to the adage of "hire slow, fire fast".
[22:35] What does it take to write a compelling job description?
[25:33] Why is it so important to have a job description that reflects the mission, values and culture of your organization?
[28:20] Shelli explains more about having built-in triggers in the application process to weed out people who are not a good fit.
[33:03] How can you create a compelling job description for a task or role that you yourself dislike and do not enjoy?
[38:50] How can you nurture your team? How often should you have a team meeting to manage the team?
[44:31] Shannon and Shelli discuss some of the logistics of running team meetings.
[49:07] What is the best way to check in with your team to ensure that things are going well?
[52:44] What are some ways to check in with virtual team members or other team members you may not see as often?
[58:35] Shelli shares a tip for getting more feedback from clients, and how to cultivate these clients into raving fans.
[1:04:42] Do check out Shelli's Stacking Your Team podcast and get your free hiring resource bundle by visiting her website.
[1:07:23] Shannon shares some of her key takeaways. What were your biggest learning points? Shannon would love to hear from you.
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"Really stop and think 'Why am I feeling like I need to hire?'"
"What would give me the most relief and the most joy to stop doing right now?"
"We hire to free our minds and ourselves up to be able to do the work that we are intended to do."
"Oftentimes, it's all anyone is looking for - it's to be seen and heard."
"Thing that you really dislike doing, others jump up out of bed to go and do. Everyone has their own likes and dislikes."
"That's when that whole level of respect for one another is really going to elevate, because they start to know each other as people."
"The premise of that, for you, is to open up the conversation for them, and your job is to listen."
The Connected Yoga Teacher Podcast
102 Yoga Studio: Mission Statements & Core Values with Steve Hart
Description:
What does your yoga business stand for? Who are you serving? And what do you hope to achieve? Steve Hart, founder of Riffs Studio, joins Shannon in the second of this 5-part mini-series, Yoga Studio Business 101, to share more, not just about mission statements and core values, but also pricing, memberships, marketing and the business of running a successful yoga business.
Steve Hart started Riffs Studio, a unique music and yoga studio in 2012, and offers a full-service yoga program with beginner to advanced classes in a variety of disciplines, with live music. Steve didn’t always have it all figured out - he shares some of his struggles in finding a structure that worked, and why having his mission statement and core values made the journey all the easier.
Shannon and Steve dive into the nitty gritty details of what it takes to build and run a successful yoga business - from establishing a membership system that works to managing teachers and paying them fairly, from marketing techniques and strategies to the importance of ensuring the team buys into the core values and mission of the business - they talk about it all.
Whether you’re a yoga studio owner or a yoga teacher working with yoga studios, this episode will shed some light on the intricacies of running a yoga business, and how to bring the different aspects of your yoga business in alignment with each other.
Key Takeaways:
[6:17] Shannon introduces her guest for this episode - Steve Hart.
[8:08] Where did Steve's yoga journey begin?
[12:15] Steve explains more about how yoga was a part of his music store when he first started out, and how it has evolved since.
[13:25] What shifted for Steve that brought everything about his music and yoga studio into alignment?
[17:12] What systems did Steve have in place and what did he shift to that had the biggest impact on his business?
[18:43] How does the membership system work in Steve's studio? He takes us through the process of going from new student to studio member.
[21:36] How does Steve ensure that his membership model for the yoga studio is profitable for the business?
[24:10] What does Steve pay his yoga teachers as their flat rate per class?
[26:09] How many teachers work at Steve's studio, and how many classes does the studio offer? Steve elaborates on the schedule he runs.
[27:22] When did Steve decide to add in the idea of a well-defined mission statement and core values to the running of his yoga studio business?
[29:29] How does Steve convey his mission statement and core values to new hires as he on-boards them?
[30:25] Steve shares more about how he conducts the quarterly review of the core values and mission statement with his team.
[32:05] What does Steve's team look like now, and how has it grown from when he first opened?
[34:31] What are Steve's mission statement and core values?
[35:54] What were some of the key things Steve has learned along the way in his journey as a yoga studio owner?
[38:25] Good marketing is key to spreading the word about the good service that you provide.
[39:26] Where should yoga business owners start investing, in terms of marketing? What has the marketing that has been the most helpful for Steve's studio.
[42:45] Steve explains why it is important to surround yourself with different types of people.
[44:37] Steve works with yoga teachers and yoga studios in a consultant's role. He elaborates more on what he does how it aligns with his mission.
[45:34] Get in touch with Steve via email to find out more about his work and how he can help you in your yoga business.
[46:21] Steve leaves us with some final advice.
[47:59] What do you think that you could use from this interview in your own yoga business? Shannon shares her biggest takeaways from this interview.
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"My first impression of yoga was actually pretty negative. I didn't really like it all that much!"
"I fell in love with yoga and I saw the impact that it had in my life, and the impact it was having on others around me."
"I really, at that point, fully believed in what we were selling, and I think that was probably the most important thing."
"My job is to bring people in the door, as the yoga studio."
"There's so many people around, and there's so many potential new students around that at any given time during the day, there's enough students to make a class profitable."
"This mission statement / core values probably, first and foremost, above anything else, I think is the hands down most important thing that needs to be defined, sooner rather than later, in any company."
"Providing a good service doesn't really matter if you don't have good marketing."
"Providing a good service without good marketing won't get you very far."
“Focus on teaching great classes and connecting to people.”
“Being a teacher, I think you focus on teaching. Being a yoga studio, that's when I think the marketing becomes a really important thing.”
The Connected Yoga Teacher Podcast
101: What I Learned as a Yoga Studio Manager with Shannon Crow
Description:
What does it really take to run a successful yoga studio business? Join Shannon in the first of this 5-part mini-series, Yoga Studio Business 101, to find out more about the different aspects of building and running a yoga studio business.
Shannon shares what she has learned as a yoga studio manager, and in the next four episodes, brings on four other experts to share more about creating a mission statement, hiring and training a team, the legal aspects and insurance aspects of running a yoga studio business.
Shannon has had years of experience as a teacher working at yoga studios, and as a manager ensuring the smooth running of yoga studios, before she moved into the consulting space. On this episode, she shares her six biggest takeaways from her time managing for yoga studios:
If you are the owner of a yoga studio, or dream of becoming one someday, or if you’re an independent yoga teacher who wants to build a yoga business - there are lots of great insights for you in this mini-series!
Key Takeaways:
[2:13] This is the first of a 5-part mini-series, Yoga Studio Business 101.
[7:21] Shannon has learned a lot about running a yoga studio business by working at and managing for yoga studios.
[9:35] How can you set prices with confidence? Why is that so important for a yoga studio? Shannon breaks down the money mindset issues behind setting prices.
[14:50] Shannon shares some strategies to build your confidence in setting your prices.
[22:01] Consider doing registered sessions instead of drop-in classes. It's all about the commitment that comes with it.
[24:30] Regular, consistent communication matters. Why?
[27:18] Attention to the numbers and the data is powerful. What kind of data do you need, and how can it help you run a better yoga business?
[30:51] Always value community over competition. Shannon shares some insights about the fear that drives competition, and how to overcome it.
[34:08] Yoga teachers are the brand of the yoga studio. Shannon illustrates why, with a personal anecdote of how one of her yoga studios went from zero profit to profitable overnight.
[39:43] Connect with Shannon and other yoga teachers at various events and training sessions coming up.
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"Everything hinges on that teacher. The teacher needs to make enough money so that they can continue to sustain those yoga classes."
"The sustainability of a yoga business really hinges on if we can maintain those professional relationships and maintain our hires of yoga teachers."
"Lowering the price and having a good deal isn't always what gives us value."
"What is holding you back with your prices and your confidence around setting prices?"
"Your ideal yoga students know your value."
"Regular, consistent communication matters."
"Your personality is really your brand, and students connect to teachers."
The Connected Yoga Teacher Podcast
100: Cultivating a Community of Professional Peers with Linda Sparrowe
Description:
How can we, as yoga teachers, build and maintain a professional peer community? Whether it’s taking ownership of our yoga, overcoming isolation, or dealing with the competition we feel as yoga teachers - we have all faced these challenges. Linda Sparrow shares some of her insights about these difficult and uncomfortable topics.
Linda Sparrowe is a writer, editor, speaker and mentor in the holistic healing arena, who has over 20 years of experience. She is the former editor-in-chief of Yoga International and editor of Yoga Journal, as well as the author of several books and contributor to various online offerings in the yoga space. She teaches vinyasa yoga and yin yoga classes and workshops nationwide.
What does it take to cultivate a community of professional peers among yoga teachers? Shannon and Linda tackle some of the issues impacting our community of yoga professionals, including social media scolding in the yoga community, making yoga accessible through language, dealing with Impostor Syndrome and supporting others within the community.
If you believe that yoga is all about the connections you make, or if you’re struggling with the idea of building a community while keeping your voice, or if you’re feeling isolated as a yoga professional, this episode is just what you need to hear.
Key Takeaways:
[2:40] Shannon introduces her guest for this episode - Linda Sparrowe.
[4:30] What first brought Linda to yoga?
[7:34] Yoga can help people feel more connected to themselves, even when they don't set it as an intention for their practice.
[8:37] Linda often feels that she doesn't know enough.
[9:27] Linda explains what drove her to discuss the 8 limbs in relation to the concept of having a community of professional peers.
[13:08] When the community engages in social media scolding, we are not honoring the teachings of yoga.
[15:16] Linda shares some examples of how we have deviated from the teachings of yoga.
[20:12] Linda explores the idea of sympathetic joy, and that feelings are not mutually exclusive.
[23:15] What is the difference between feelings and emotions?
[24:20] We don't have a community that is predisposed to connect, and not judge.
[25:58] What would Linda suggest for yoga teachers to do to build that supportive community and get together?
[26:53] How does Linda address the concerns of yoga teachers who view each other as competition?
[31:09] Why is fierce competition and lack of community so prevalent among yoga teachers?
[35:05] Shannon and Linda discuss their own struggles with wanting to push for their way of teaching.
[38:29] Yoga should never be about getting better - it's about uncovering the beauty of your soul.
[41:51] Shannon voices her challenge in standing with what she believes in but at the same time not tearing others down or going against yoga principles. Linda shares some insights to this difficult question.
[49:53] How does Linda deal with situations where she disagrees with the teachings of other yoga teachers?
[50:59] How can we build community and still have a voice?
[53:54] Community in an unhealthy way looks like a cult. How can yoga teachers be mindful in the way they build community?
[58:49] What does Linda suggest for yoga teachers who are feeling isolated and that they're not part of a community?
[1:02:47] What is the bigger picture of building a supportive peer community of yoga professionals?
[1:06:30] Shannon has a question for you - what can we do as yoga teachers? How can we build community?
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"I actually hated yoga the first time I took it."
"One of the reasons that I am so committed to yoga as a holistic practice is because I came at it from a meditative practice."
"I just don't know how to practice what I don't live."
"What is it that we are doing as a collective that is causing such pain and such separation and such a rift in the trust that our students have put in us?"
"How can we come together, not to scold one another and have a whole set of rules...but how can we support each other even those people who have caused the suffering?"
"We're not even honoring what it means to be connected. We're not even honoring that your suffering is mine, and my joy is yours. We're not honoring that."
"In order to rise up, what's happening is that we're squashing other people down."
"Just concentrate on your game. Just concentrate on your gifts. What is it that you are giving your students?"
"We don't have a community that is predisposed to connect, and predisposed to not judge."
"You are stronger together than you would ever be by yourself."
"Don't allow the intelligence of the mind override the intelligence of the body. Your body knows." - Linda, quoting Iyengar
"Don't put yourself out as the expert at the expense of someone else."
"We should use social media in a way that is actually compassionate and productive."
The Connected Yoga Teacher Podcast
099: Branding Your Yoga Website with Kali Edwards
Description:
Have you been wanting to design and launch a professional website for your yoga business but don’t know where to start? Perhaps you are struggling with clarifying and communicating your brand and message on your website. Kali Edwards, founder of June Mango LLC, is just the expert you need to hear from about how to establish and showcase your brand on your website.
Kali has always had the urge to create. She pursued Fine Arts in college, then had a career as an agency art director. Today, she runs her own business working with entrepreneurs to create gorgeous branding and website designs. With her Go Live in 5 Process, she helps business owners design and launch their websites in 5 days (or less).
When it comes to branding, designing a website and conveying your message, the key is to focus on your audience. Kali shares more insights about the different aspects to consider when creating your website, and how you can plan and create copy for your website.
If you have been struggling with setting up a website for your business, or if you're thinking about rebranding or updating your website - this episode is a must-listen. Kali has so many tips and strategies that you can implement immediately, and a special resource for listeners!
Key Takeaways:
[3:22] Shannon introduces her guest for this episode - Kali Edwards.
[4:57] What got Kali started on her journey of websites and branding?
[6:14] Kali speaks to her experience of feeling constricted in her previous job with regard to being able to pursue her creative flow.
[7:50] What does Kali's work space look like?
[9:06] Shannon and Kali discuss how her own website clearly reflects her personality and brand in the design and messaging.
[10:40] Where would Kali suggest people start when it comes to planning out their website?
[12:53] One of the things people struggle with most with their website is the copy, and talking about themselves.
[14:32] Kali explains why it's so important for you to know who your ideal clients are, and to get super specific with the details.
[16:19] Explaining how you can help people is not bragging.
[18:45] How can people clarify their message and brand? Kali shares a short fill-in-the-blank exercise that can help.
[22:03] What other aspects really stump people when it comes to branding?
[24:45] How does Kali approach rebranding and updating websites?
[27:25] Why is a minimalist, condensed approach better?
[31:05] In terms of images, more important than the colors themselves, is the vibe that the visuals convey.
[33:29] What services does Kali offer her clients?
[34:16] Get in touch with Kali via her website or Instagram.
[35:04] Kali has some final words for people who are feeling stuck in their branding.
[36:06] Shannon shares some of her key takeaways - which of Kali's tips are you going to be putting into action? Share your thoughts in the comments.
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"Everybody has kind of a drive that really motivates them to even get up in the morning, and mine has always been beauty."
"Less is more. You can be really clear and concise at the same time."
"I always like to think of gathering content as the first piece of the puzzle."
"Who is it exactly that you are trying to attract?"
"People need to know that you're the expert in what you do, in order to trust you."
"You have control over how your audience moves through your site."
"Especially when it comes to websites, they're really a living, breathing thing. So websites really should be getting updated pretty often."
"You don't have to necessarily start over because you've shifted a little bit."
"Thinking about that emotional connection that your yoga expertise has with your clients - that's really going to be the key to helping you put all the pieces of the puzzle together."
The Connected Yoga Teacher Podcast
098: Many Layers of Fascia with Gil Hedley
Description:
How often have we said that we can’t do certain movements because of old age? What if that’s not a result of old age, but “fuzz” - a by-product of not enough movement in our bodies? Gil Hedley of The Fuzz Speech fame joins Shannon to bring the concepts of fascia, anatomy, movement and scar tissue to a whole new light.
Gil is a Rolfer, an author, and a strong proponent of encouraging somanauts to explore Inner Space a.k.a. the wonders of the human form. He became a Certified Rolfer at the Rolf Institute in Boulder, CO in the early ‘90s, and has also studied massage and tai chi. He has since developed an integral approach to the study of human anatomy, and published a number of books including The Integral Anatomy Series.
Our bodies receive a lot of flak for not being perfect or adhering to societal standards - Gil encourages us to approach our bodies from a place of appreciation and fascination instead. Whether it’s fat cells, scar tissue or any other perceived imperfection in our bodies, approaching it with appreciation is the key to understanding what’s going on inside our bodies.
Gil takes us through the three different layers of fascia, the key role of movement, massage, and grounding in our well-being, and why scar tissue is good and beneficial, in this incredibly enlightening episode. If you’ve ever wondered about the human form or movement or just need a push to appreciate your body more, this episode is sure to be an eye-opener.
Key Takeaways:
[5:06] Shannon introduces her guest for this episode - Gil Hedley.
[6:09] What started Gil's journey into fascia and understanding the human body?
[6:47] What does the word "somanaut" mean?
[8:47] How does Gil wish people understood fascia?
[11:53] There's nothing wrong with noticing differences, but it must be done with the heart to remain connected.
[13:53] Gil explains more about the superficial layer of fascia, not just thinking about it in the head space, but also integrating the heart space.
[17:47] How are intuition and superficial fascia related?
[23:06] Gil dives into the next level of fascia - the perifascia.
[29:36] What are some methods that can help reintroduce slipperiness between tissues?
[34:21] How does grounding help fascia?
[36:17] What is the third layer of fascia - deep fascia?
[38:09] What happens to fascia when there is an injury?
[40:30] What can be done to heal scar tissue and improve the fascia?
[43:58] What are some of Gil's questions about fascia that remain unanswered?
[45:31] Shannon and Gil discuss the need to balance between movement and relaxation.
[49:15] What does massage offer the body that movement can't?
[52:02] Our bodies tend to fall into certain limiting movements. How can you invite new movement into your life?
[55:39] Check out more of Gil's videos and courses on his website.
[56:31] Shannon shares her key takeaways and would love for you to do the same.
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"A somanaut is someone who navigates the body, who sails the inner seas."
"For movers, fascia is key. If you, I feel, have no conception of what's going on inside your body, it's a little trickier to embody what's going on inside your body."
"You've got one body, many textures, differential movement, without any separation."
"I always invite people when they're wanting to learn about the gift of the body, to start with a place of appreciation."
"Our superficial fascia, we can approach it from a place of appreciation."
"Scars are good. Scars are a blessing. Scars represent our healing function."
"If you want to move differently, you have to move out differently."
The Connected Yoga Teacher Podcast
097: Focusing In On Your Niche [Consultation Call] with Susan Hopkinson
Description:
Do you have trouble finding your niche and communicating your unique offering as a yoga teacher to your audience? The niche work that you do in your business is an ongoing process, and it can be difficult to clarify that in your messaging. On this consultation call, Shannon guides Susan Hopkinson through some of her struggles in this area.
Susan Hopkinson is a writer, mother, and yoga therapist. She started practicing yoga in 1985 and became a yoga teacher in 1998. As a yoga therapist who has studied with teachers from all over the world, including Europe, India and North America, Susan believes in teaching people, not poses. On top of writing and teaching yoga, she also offers retreats in both Europe and India.
With such a wide array of services, Susan grapples communicating her niche to her audience. After teaching group classes for over 20 years, she finds her calling in teaching more 1:1 yoga therapy, but isn’t sure of how to convey that to her students. Shannon helps Susan identify some key strategies that will help her focus more on her niche - from updating her website to content creation for her newsletter, to becoming more active on social media.
This episode is full of great tips on how to effectively market your niche to your audience, and to make sure that people know about your unique offering as a yoga teacher. Whether you’re looking for ideas on how best to clarify your message or strategies for sharing content on different channels, this episode is sure to give you some ideas.
Key Takeaways:
[4:40] Shannon introduces her guest for this episode - Susan Hopkinson.
[6:29] Who does Susan work with, and what kind of work does she do with them?
[8:51] How would Susan define the work that she does?
[11:14] Susan explains more about her move away from group yoga classes to more individualized attention to the student.
[12:26] How is Susan finding students to work within her niche?
[14:53] Susan struggles with the guilt of not teaching group classes anymore. Shannon and Susan walk through her difficulties overcoming that guilt, and how best to tackle that.
[19:34] Susan's website does not immediately showcase her key value proposition. Shannon has some ideas on how she can niche down.
[22:12] What questions was Susan being asked in relation to the 1:1 work she wants to offer? Shannon and Susan discuss how that could fuel the content she was creating in her newsletter.
[26:09] Susan shares how she is using her newsletter to drive traffic to her website through the content she creates.
[29:08] How is Susan sharing content on social media channels? Shannon gives Susan some "homework" to up her game on social media.
[34:53] Susan and Shannon work through her calendar to create a more cohesive calendar that makes sense to her work style, commitments, and financial needs.
[40:20] Susan and Shannon talk through Susan's clientele and brainstorm ideas on booking clients, and some mindset issues associated with that.
[45:30] Susan touches on her challenge with offering yoga therapy - that if you're doing your job, the client will not be coming back.
[50:24] You need to create original content for social media. Shannon shares some ideas for creating original content with Susan.
[53:44] Video gets higher engagement than anything. Susan and Shannon work through if this medium would be a good fit for her.
[55:30] Shannon has some advice for Susan on picking the right season for each of her offerings.
[59:29] Get in touch with Susan via her website to book a session.
[1:01:33] Shannon suggests some activities you can try if you're looking to niche down and clarify your offering.
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"90% of the time, I'm not working with postural yoga. I'm working with yoga around mindset, around focus, around working with mudra, working with mantra, working with all the different aspects of yoga that are a little bit more obscure nowadays." - Susan
"I get a lot of people coming that are the wrong people." - Susan
"We want to know immediately when we get to your homepage who you work for, and what you offer them." - Shannon
"Most of the time, it's that people have no idea what you do offer." - Shannon
"I try to keep my business in line with my yoga." - Susan
"The way I look at it is if you have repeat clients, it's because you're not doing your job. So it's kind of like you put yourself out of your own market." - Susan
"Video gets higher engagement than anything." - Shannon
The Connected Yoga Teacher Podcast
096: How to Create a Yoga Practice Habit with Matt Kowald
Description:
How can you form a yoga practice habit? Do you want to do more in your yoga practice but find it hard to form a routine around it? Perhaps you’ve formed an unwanted habit you’d like to remove. Matt Kowald, co-author and co-founder of Yogis Journal, joins Shannon to discuss what it takes to create and maintain a yoga practice habit.
Matt is a varsity wrestler originally from Australia who now lives in Canada. His athletic life sparked an interest into habits, routines and journaling, and he began his yoga practice in 2013. Matt is a personal trainer and yoga teacher who has studied exercise, sport and rehabilitation science, and is currently studying kinesiology at Brock University.
The Yogis Journal is a beautiful journal rooted in the 8 limbs, with the intention of helping people create meaningful rituals and habits around yoga. Matt and Shannon dive into the intricacies of what it takes to form and maintain routines and habits, particularly around your yoga practice. Matt also has some great insights about self-love, following through on goals, and the science behind it all.
If you have been wanting to add in a new habit, or if you help yoga students with their at-home yoga practice, this episode is full of incredible tips and tricks. Stay tuned to the end of the episode to find out about the amazing offer Matt has for listeners, and Shannon has a gift for three lucky listeners as well!
Key Takeaways:
[4:16] Shannon introduces her guest for this episode - Matt Kowald.
[6:01] Shannon shares her experiences using the Yogis Journal in her yoga practice.
[8:59] What got Matt interested in the work of helping people with their habits around yoga?
[9:58] Matt is from Australia but moved to Canada. What brought him to Canada?
[10:59] What got Matt into yoga?
[11:32] How did Matt carve out the time for all his activities, university and designing the Yogis Journal?
[12:40] Coffee is a trigger for Matt to be more creative in the morning. How does that work?
[13:59] How can we build a habit of doing yoga daily? Matt explains the idea behind hot and cold triggers.
[17:04] What is Matt's suggestion for overcoming habits that have been formed that aren't very positive?
[20:27] What are Matt's thoughts on using a reward system as a motivator?
[21:51] The most important part is setting up a small step. Shannon and Matt discuss why even a small step in the right direction is a good thing.
[24:05] How can we cope with our perfectionist tendencies, or when we fall away from our daily practice?
[26:17] In terms of daily practice, how long does it take to form a habit?
[29:07] What's the best time of day to set up a habit?
[30:32] What is the best way to approach incorporating a yoga habit in our lives?
[32:11] Shannon and Matt talk through some of her own struggles with maintaining a daily yoga practice.
[34:32] What other tips has Matt learned through the years about forming habits?
[36:14] What is Matt's advice to people who feel that they want to make all the changes, all at once?
[39:12] Everyone sets goals for the New Year, but hardly anyone follows through on them. How can we come back to starting our habits again?
[42:12] What motivated Matt to create the Yogis Journal?
[45:47] Matt explains how he uses his own Yogis Journal as a trigger for himself.
[47:45] What other advice does Matt have for yoga teachers struggling with their practice or helping others set up their own practice?
[49:30] Check out Yogis Journal at the website, and do email Matt if you have any questions.
[50:33] Share your thoughts about this episode, your struggles with your personal practice and any other key takeaways with Shannon.
[53:31] Shannon is giving away three Yogis Journals - find out how you can participate in this giveaway!
Links:
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"Using the Yogis Journal is just a really fast way to be intentional and mindful about my day." - Shannon
"I initially discovered yoga trying to obviously become flexible for martial arts and wrestling, because it's really hard on your body, so yoga was that perfect... yin to yang." - Matt
"That's what a habit is. It's just a behavior that becomes automatic, and then we do that so that we can do other tasks, more complex." - Matt
"A hot trigger is something that reminds you to do the behavior when you need to do it." - Matt
"The biggest thing is to come from a place of self-love." - Matt
"If you want to make it a habit, consistency is important. Consistency over volume." - Matt
The Connected Yoga Teacher Podcast
095: Making a CEO Business Plan with Shannon Crow
Description:
Do you feel like the CEO of your yoga business now? If you don’t, you’re not alone. It is easy to get caught up in doing the “Worker Bee” activities and lose focus of the “Queen Bee” activities you should be doing to keep your business going and growing.
On this episode, Shannon shares some things she has been doing in her own business over the past few weeks in terms of planning. Taking time off to align her vision with what she really loves to do, and her core values has helped her in her business. She has some insights and tips that will help you look at your business with intention, and mindfully.
Shannon takes you through the steps in this CEO planning process that can help you plan for the future, both personally and professionally. She guides you through each step, from meditation to setting goals, and how these steps relate to your yoga business.
This episode is for anyone who feels like they have a million and one ideas and directions they would like to go in, all at the same time, or anyone who always says 'YES' to commitments but struggles to fit that into their actual schedule. If you're looking to plan a better year, a better month, or are just assessing the state of your business at the end of the year, this episode will definitely make an impact on you.
Key Takeaways:
[6:22] Shannon gives a shout out to Schedulicity.
[7:03] Do you feel like the CEO of your yoga business right now? Do you feel like the “Queen Bee” or the “Worker Bee” in your business?
[8:09] Shannon gives thanks to a few people who have influenced the work that she has done over the years.
[9:20] Your inner teacher is the best guide for you. Connect with your inner teacher, however you need to do it.
[10:41] Shannon shares a personal story about how simple CEO planning can be, and how effective it is when added to your routine.
[13:50] Shannon shares her steps for CEO planning.
[15:10] Step 1: Meditate. Notice the thoughts that are coming in.
[17:28] Step 2: Practice free-flow writing. Don't restrict your thoughts and let them all flow out.
[20:06] Step 3: Become a scientist and analyse the data.
[22:29] Step 4: Create a Santosha page and another page that is the opposite of a Santosha page.
[25:48] Step 5: Write out your 4 areas of importance.
[29:33] Step 6: Focus on one thing.
[31:58] Step 7: Set measurable goals, systems, and habits.
[37:27] Share your own discoveries with this exercise with Shannon, and let her know if you would like to know about more systems!
Links:
Gratitude to our Sponsor Schedulicity
Quotes from Shannon Crow:
"I've learned that when I take some CEO time where I create a plan for my yoga business, it makes a huge difference."
"Your inner teacher is the best guide for you."
"Your inner teacher knows what you need and what your yoga business needs."
"Let's just really acknowledge that this kind of work takes some bravery. We're digging in and we're uncovering things, and sometimes it's the tough work."
"How were you a rock star in 2018?"
The Connected Yoga Teacher Podcast
Ep 94: Instagram Content Strategy and Stories with Tyler McCall
Description:
Are you on Instagram? How are you using Instagram as a yoga teacher to market and grow your yoga business with intention? Tyler McCall, social media marketer, strategist, and coach for creatives joins Shannon on this episode to tell you how you can be using Instagram to generate profit, not just popularity, in your business.
Tyler has 10 years of experience working as a community organizer and also in the non-profit marketing and management world. He shifted into focusing on Instagram in 2015, and has since coached hundreds of entrepreneurs, and managed dozens of Instagram accounts.
We sometimes over-complicate things and get so caught up in collecting likes and followers, that we forget that we should be focusing on generating profit, not popularity, with Instagram. Tyler helps to demystify Instagram and shares how you too can become a rock star at using Instagram to tell captivating stories, build relationships and convert followers to fans, and make a profit.
If you're struggling with knowing how to use Instagram as a tool to grow your yoga business, here’s a tip: it's all about being intentional. Find out more about creating an Instagram content strategy with intention with Tyler!
Key Takeaways:
[4:35] Shannon introduces her guest for this episode - Tyler McCall.
[6:13] How did Tyler get started in creating strategy for Instagram?
[9:56] Tyler always puts text over his Instagram stories. Why does he do that?
[13:14] What is a content strategy on Instagram?
[15:10] Tyler takes us through creating a strategy.
[17:24] Shannon and Tyler discuss an example of how to apply this strategy for yoga teachers.
[20:25] How can yoga teachers approach Instagram stories? Tyler shares two questions that can help guide your process.
[26:34] What is Tyler's advice to people who are worried about not being "perfect" for an Instagram story?
[28:57] Tyler has a tip on how to create a good story.
[31:05] How many parts of a story should you post?
[33:15] The general rule for Instagram is to answer all DMs. How can you manage that?
[36:00] Shannon shares her experience with someone who did a video reply to her DM. Tyler speaks to why the different modes of communication on Instagram can help you grow your business.
[38:00] Tyler doesn't encourage people to outsource Instagram. Why not?
[39:55] Shannon and Tyler discuss sharing other people's posts or content on your own Instagram page.
[41:18] How does Tyler work with clients and how can you find out more about him?
[43:40] Tyler shares some final do's and don'ts for Instagram.
[47:00] Shannon shares her key takeaways and would love for you to do the same - leave a comment in the Show Notes, or start a conversation in the Facebook group!
Links:
Gratitude to our Sponsor Schedulicity
Quotes from Tyler McCall:
"A lot of us who are marketing online are not creating fully accessible content for people who consume content differently."
"What I found is that by adding captions to the screen, I'm able to maintain a higher retention rate because ... nearly half of Instagram stories users are not watching with the sound on."
"It all starts with a complete understanding of who you're trying to attract on Instagram."
"If you are using Instagram as a business owner, the goal is profitability."
"The goal is not popularity, the goal is to have a profitable business."
"You are the secret ingredient to your success in business and online in your marketing."
"Your job is to pay attention to your people and what they want to hear from you."
"Show up. Show up as you."
"Don't let your dashes turn into dots!"
"That responding [to DMs] is so important, because that's really where you build the trust and build that relationship with your followers."