The Remarkable Coach

With featured guest

Micheal Pacheco

Micheal Pacheco Show

How do you market your coaching business? Are you speaking to the right people? How is your foundation?

Coaches that are featured and get recognition are not always the best. There are better coaches out there, they just do not know how to market themselves.

Make sure to simplify your website, focus on your core offering, and know who’s buying it.

The basic foundation is branding and messaging. Messaging correctly and speaking to the right people. Go back to the fundamentals, make a solid foundation to grow and be successful.

A bit about Micheal:

Micheal is the owner and chief strategist at Boxer and principal consultant at Micheal Pacheco Consulting. He helps ambitious companies grow by leveraging technology and behavioral psychology in marketing.

Once upon a time, he was a professional musician, co-founder of 🎹 The Slants, and founder of 🎸 Splintered in Her Head.

Prior to that he did computer virus research and managed the North American computer virus labs at Intel Corp. He enjoys 🏋️ staying fit and playing 🏒 ice hockey. He attended Waseda University (早稲田大学) in Tokyo and he loves sci-fi and dogs.

His personal blog is Chronicles of a Dilettante.

Micheal works with global brands and ambitious startups to help attract, convert, and retain more customers using data-driven strategies rooted in consumer psychology and behavioral science.

He had worked with both B2B and B2C clients, from the likes of Johnson & Johnson down to his local design agency down the street. No matter who you are, if you’re ready to grow then he can help. His unique approach to marketing is derived from a disparate background in design, computer research, music, and behavioral psychology. He’s spent his entire life pursuing knowledge in ostensibly random vocations, granting him the capability to problem-solve from a completely idiosyncratic perspective.

Where you can find them:

Where you can listen to this episode:

Micheal Pacheco 0:02

It's old, you know, building a house analogy. You can build on pallets, but it's just not going to last. It would help if you had a strong, healthy foundation to build something that will have the strength to grow and scale with you.

Doug Holt 0:17

Hi, everyone. Welcome back to another episode of The Successful Coach podcast. I am excited to have a special guest and one slightly different from the ones we've had before. Today, my guest is Micheal Pacheco. Micheal is the managing partner of Boxer. Boxer is a full-stack marketing agency specializing in working with coaches to grow their presence online. Picking a lot of nuggets from Micheal today, I'm sure. But Micheal also coaches people. He also coaches coaches on working on their marketing and going through, so Micheals got multiple angles that we can discuss here today. Micheal, thank you so much for being here.

Micheal Pacheco 0:57

Doug, I appreciate the kind words, and I'm excited to be a part.

Doug Holt 1:02

Yeah. Well, I wanted to bring you on for a couple of reasons. One thing is when I noticed we were interviewing guests for The Successful Coach, and your name came up quite a few times, yours and Boxer as an agency, which is an unusual name. So when I'm hearing people who are already successful mention you because I'm always talking off-camera with them about what made them successful. How did they get out there? I keep hearing this word Boxer or you because Micheal Pacheco and your name are spelled differently. I just started putting this together, and I wanted to get you on the show to talk about how coaches can get out there and what makes a difference and, two, some actionable things that people can take away during this call? So I'm excited just to jump into this.

Micheal Pacheco 1:49

Sure. Yeah, where would you like to start? You mentioned a few things there.

Doug Holt 1:55

I tend to do that. So what I'd like to start with, let's talk a little bit about you because people want to know who you work with? What types of people do you work with? Typically?

Micheal Pacheco 2:10

Absolutely. Yeah, that's a great question. So Boxer, as you said, is my marketing firm. We work with coaches and course creators, and we help them establish a strong internet presence and a strong messaging, and a strong brand. Many coaches are great at being a coach, and they're great at what they do. A good friend once told me that I don't do my dentistry. I'm sure you've heard that before. So coaches can be very good at coaching and not so great at marketing themselves sometimes, and frankly, sometimes when you're in the eye of the hurricane, it can be quite challenging to market yourself. So that's kind of where we come in. As I said, we help them with an internet presence, branding, messaging, and lead generation.

Doug Holt 3:07

Awesome. And it was so important because I know, in my career, I've been coaching people in one way or another since 1995. Hence, the gray hair. So you'd be a fool not to pick up a few things. And one of the things I realized early on is the coaches that were being featured, and it'd be on TV, magazines, etc., weren't necessarily the best coaches. Now, I'm not saying they're wrong, but they weren't necessarily the best either. And what the difference that separates them was marketing. And I know Peter Drucker is a lot of the business coaches on the show, and listening now he said, if you boil it down, business comes down to two things, marketing, and innovation. When I hear your name come up time and time again, with not only a guest on the show but also other people that I know, I had to get you on here. So what separates do you think in your experience a good coach from a great coach.

Micheal Pacheco 4:08

Well, let me circle back to the point that you made at the start of that sentence. That's the start of that, about the coaches that get the recognition are not always the greatest coaches or the best coaches necessarily. And as you said, they're not necessarily bad coaches either, but they're not still the best. And I think, you know, one of the things that separate a, you know, world-renowned coach, from perhaps a better coach who isn't as well known, is that that was messaging they understand their message. They know who their target market is. They know who they're marketing to, and they know themselves.

Doug Holt 4:48

But wait a min Micheal, "I can work with everybody" I hear that all the time. I can work with moms, work with dads, work with business owners, and help athletes. So I know where we're laughing about this, but for many people who come into their new place into the coaching space or have been in here for a while. But I just haven't been able to punch through that next level, and I kind of know the answer here, but I want to hear your words. What separates those people? Those people who have experienced a little success, maybe their businesses on the small six figures, are nothing small. It's nothing to complain about. But they're looking for that, that big jump to get to the 7,8,9 figure level.

Micheal Pacheco 5:30

Yeah, again, I think the messaging and branding are a strong part of that, making sure you can talk about actionability, right? You can do simple things, like, make sure that the energy and feel you get on all of your different social profiles are the same. If someone goes to your LinkedIn profile and gets certain, let's call it a vibe off of you. And then they go to your Facebook business page, and it's, and it's something completely different. It's another picture. It's a different, you know, different logo or something like that. It's kind of a quality signal. You're getting two different messages from the same person, and it will throw, it'll throw a consumer off or a potential client. It's just a kind of marketing, psychology, consumer psychology if you will.

Doug Holt 6:22

Yeah. Well, it's funny you say that because earlier today, I got an application, obviously not an application. We have a forum people fill out to be on The Successful Coach because I don't know everybody. We want to make sure our guests are vetted before they come on here. And I searched online, and I found their website eventually. But it was so disjointed, and I was trying to read more about them. It made it so difficult, you go on to their Facebook page, maybe. And it's one picture, and then I had to track them down on LinkedIn. And it was something different past that they had. At first I figured out it was the same person because the one picture looked like them maybe 20 years ago, and this picture on Facebook looks more recent; I was just like, "I don't want to make that jump if that's not the right person and say anything." So it made me put them on the back burner, and wasn't able to move forward with actually getting them on the show and booking them.

Micheal Pacheco 7:15

That doesn't surprise me at all. There's an old marketing call saying I guess that it takes 7 to 13 touches or touchpoints to build up enough trust with a prospect for them to purchase. Every time you visit or see any receive every time you're on the receiving end of any kind of call it communications, right, whether that's visiting their website, looking at their LinkedIn page, looking at their like you said the history, their old resume on their LinkedIn page. If it doesn't add up, you're losing that trust from your prospect, just like you described,

Doug Holt 7:52

When trust is one of those words in the coaching field, whether you're doing, you know, working on the corporate level, or working coaching one on one with more personal development, let's say life coaching. Trust is the most fundamental aspect of any business. But, mainly coaches and successful coaches, it's hard to earn back trust because you can't. Right, and either has that trust was in there. And would you agree? I heard somebody else talking about this. And they said your online presence is your director of first impressions. The modern-day storefront or receptionist and people will meet you via your internet presence way before they get on the phone with you.

Micheal Pacheco 8:34

No doubt about it. It's not even a question. That's true. Yeah.

Doug Holt 8:38

Yeah. And so for coaches that are listening to this, both successful and not perhaps a lot of us, don't take any offense to this. But a lot of marketers come across almost like a used car salesman, right. It's shiny new objects. "Do I get Clickfunnels?", "Oh, I need a funnel.", "Oh, wait, no, this week. I need LinkedIn automation.", "Oh, next week, I need this." It's tough for us as coaches to understand what is important and what's necessary. What do you recommend for people in that situation that are buying courses that are trying new things, trying to outsource and make it all work?

Micheal Pacheco 9:17

That's a fantastic question. One of the kinds of maxims that I've begun to take on myself recently is that I think many coaches out there have been lied to. Honestly, as you said, a lot of the marketing director directed at coaches to help coaches market themselves and grow and so forth, is about everything out there is a funnel, this funnel that funnels. I think there's a place for a funnel. Still, at a more foundational level, which goes back to that branding and messaging, simplifying your message, making sure that you're establishing your customer as the hero when you're talking to your customer. And yourself, right? You're the coach, and you're the guide. You're the only one. Let them be Luke Skywalker, and they want to be Luke Skywalker. Does that make sense?

Doug Holt 10:17

Yeah, it makes complete sense. I'm very familiar with the formula and get everybody some perspective on if you're listening to this, but Mike was talking about the hero's journey. What's the hero's archetype that goes through this phase where you know, the hero themselves, they're walking along, right? The hero's your customer walking along, they hit a problem, think of any movie you want to Star Wars or anything else, they hit a problem. When trying to get out of this problem, they find a guide now that should be you. And then finding this guide, right? The guide escalates them to the solution. But what happens, right, Micheal, in my background, similar to yours in a lot of ways, but it happens to many people that we try to make ourselves the hero, our website's all about us, right? Our website or social media is all about me, me, me, me, look at me, look at my life, how amazing it is. It's not about the actual consumer, the customer, and therefore we lose them in that, in that translation, what you're saying.

Micheal Pacheco 11:17

One of the first things that we do when we take on new clients is working with the client. You know, you mentioned this earlier on in the podcast, but we coach our clients on how to think about their marketing in this way. We work through them to create what's called a story brand. I'm sure you guys have heard of that before. And it is the hero's journey, where you're establishing your prospect, your ideal client as the hero, and growing by working with us growing an understanding of what that journey looks like. It's about cutting fat, and it's about trimming fat and genuinely simplifying your message to something that can fit on a paperclip almost.

Doug Holt 12:09

Got it. It sounds to me, what I hear you say is for us coaches that are out there, it's like, we need to get back to the fundamentals and build a solid foundation, with coaches, when a lot of us are doing consultations, we use this whole idea at the foundation. Everybody's heard it. To build a house, you have to have a solid foundation, don't put the shingles on and the window fixtures before you get that foundation solid. But I'm hearing you say we talked a little bit about this offline, is that the critical aspect of any coach to be successful in their business is to run their business the same way. And to make sure that they have a solid foundation, which will be what your avatar probably you're your journey, make sure that you have the messaging. Correct. So you're speaking to the right people. So you're not getting on the phone with a 70-year-old woman when your specialty is coaching male business executives, right?

Micheal Pacheco 13:05

You're spot on. Yeah. I mean, it's the old building a house analogy. You can build on pallets, but it's just not going to last. It would help if you had a strong, healthy foundation to build something that will have the strength to grow and scale with you.

Doug Holt 13:26

Awesome. I know that a lot of people out there are going, "Okay, this is great, but I don't get it." And at the same time, many of us have websites already, and we spent the money, we've hired somebody a firm to do it. And it's not matching up to what you're talking about; what can we do?

Micheal Pacheco 13:51

Well, short of hiring us to work with you. As I said, I think I think the storied brand is a great place to start going through your website and looking for places to trim the fat. I think you simplify your message, make sure that your website doesn't have three, four, or five calls to action. Focus on your core offering. And make sure that you deeply understand what that is and who is on the other side of that who's buying it. And you work with it that way.

Doug Holt 14:36

As you know, I coach coaches. So I've done that for a long time and one of the things that and tell me if you think I'm doing this wrong, one of the things I recommend to the people I'm working with because I'll hear like, "Doug, come on, man. The reality is I've spent 2-10 k on this website. I'm just going to run with it the way it is." And my counter to that, guys. Listen. This is how much is your ideal client worth to you? What's the lifetime value? Right? So for me, the lifetime value of my average client is over six figures, right? So it might not be willing to invest in attracting that client, just one, let alone multiple, coming through there to make sure it's better. We always operate good, better best. Like, a lot of times, we do what's right. Maybe we found somebody not as knowledgeable as you,Micheal. But we found somebody that's out there that can do it could be a cousin referral, or someone with Upwork, who knows? Right, we found somebody to build us something, that's good.

And that gives us a starting point. And as you become more educated, just like your clients become more educated, you can start raising the bar. You can then start implementing these things, and whether they hire a firm like yours, they try to do it themselves. You want to take those incremental steps, guys, because what is your lifetime value? Maybe it's not like mine, right? But perhaps your lifetime value of a client. So how much does that client rebuy with you, but let's just say it's ten grand to get one client. Solid business practices would say that you're going to want to put a portion of that into your business's investment to attract more, right? Because if you can get them and understand them, I'm hearing you saying get them into that brand story. And they see themselves like, Okay, great, Doug can help me, then we're able to get them through the funnel, so to speak, or get them onto the call, or we can have a conversation. And that's where the magic happens at the end of the day.

Micheal Pacheco 16:33

Yeah, I think it's super important to invest in your business. And if you consider most executive coaches' lifetime value, high-performance coaches, whatever you want to call them. To not invest in your business, I think it's not great, but if you're on a budget, like I said, just go through your website and look for ways to simplify your message. Look for ways to simplify your website. If you have the means to invest in your business, I think it's very smart to hire an expert, because like I said earlier on, I don't do my dentistry.

Doug Holt 17:18

I've ever had a coach early on in my business career, he'd always say, saying you've heard other times, but I heard from him first, which is "Do what you do best, hire the rest."

Micheal Pacheco 17:28


Doug Holt 17:29

Move on, focus on your zone of genius. That's where you'll make money. That's where you'll enjoy yourself. And that was amazing advice I got in my early 20s. That allowed me to springboard ahead—such great advice. I love hearing it, and I don't do my dentistry either.

Micheal Pacheco 17:44

That is a terrifying, very scary thought.

Doug Holt 17:47

Which is fantastic.

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Well, for yourself, Boxers, clear the name of the agency you run. Why is it called a Boxer? It's just such a unique name.

Micheal Pacheco 18:55

That's a great question. So I went through some health issues a few years back. And in that time I had, I got some puppies, two little boxer girls, their sisters from the same litter. And they just wiggled their way right into my heart. To the level that I just wanted to give them some kind of legacy. They mean so much to me, and now you know, they mean a lot to everyone on my team, everyone on the team. The boxer team loves the boxers. They're kind of our mascots, and we refer to them as the management.

Doug Holt 19:39

Management is awesome. It sounds like management is good and probably started like most coaches running your own company. Do you guys have an? It sounds like you have a team running your back. Is that correct?

Micheal Pacheco 19:52

Yeah absolutely. Yeah, we've got a team of kind of a three-three team of core leadership. And then we've got, you know, a distributed team that's all around the world, from Pakistan to Ukraine, India to the Philippines. But really, we've got three kinds of the core leadership team that's based here in the US.

Doug Holt 20:12

Fantastic. So there's a lot of people that are also going back to marketing. But one of the questions I get the most, as you know, "Doug, how do I grow the business?" So it's not just me; the famous story in the coaching world is Tony Robbins, right? Everybody knows who Tony Robbins is, especially in the coaching space yet, one of the things I've heard him say is his biggest complaint, if I were to do it again, it would it be called Tony Robbins, because now I got to show up to every event, when you thought scaling your business or growing it, what were some of those considerations you made?

Micheal Pacheco 20:46

For scaling and growing? I mean, it's a difficult balance because you need the revenue to hire the people, and you need the people to help the revenue grill. So there's a balance there. In terms of how to meet that balance, I think it's different for everybody. But for me, it's setting goals, setting revenue goals, is what got me there. Once I reached a certain level, that allowed me to hire someone else, and then I set a revenue goal for myself and a revenue goal for the new employee. And once we reach that, each employee is bringing in a certain amount of revenue per employee. And that kind of makes for what they call SMART goals. So it's very, it's something you can act on, it's something you can focus on. It's measurable and all that good stuff.

Doug Holt 21:44

Smart goals are something our audience probably knows well because often used in the coaching world as going through, well, let's take it back to your wheelhouse. So we can give some people some actionable steps and kind of bust some myths here. So I'm going to toss up some statements or questions you tell me if it's true for it's a myth, and why. "So SEO is dead. All you need is a funnel".

Micheal Pacheco 22:10

False, very false. Here's the deal with SEO, the Google algorithm, machine learning, it's becoming smarter and smarter every day. The best way to do SEO is to focus on your customers. And that's it. If you're making a website and you want to do great SEO on it. It's about focusing on your customers and getting information up there that your customers will be interested in that they're going to read. It is not dead. Funnels, as I said, there's a time and a place for funnels, but that's paid traffic. You're always going to be paying for funnels if you have fantastic SEO that truly speaks to your ideal customer, that lasts a lifetime. And this is not going to change. At Boxer, we don't try to compete with Google. We don't try to game the system. Because it doesn't work, so any SEO that we do, and for all, you coaches out there listening to this, and for yourself, Doug, if you've got an SEO on your team, make sure that they're not trying to game the system because it's just so temporary. And sometimes you can get dinged for it because Google will find out that you gamed the system, and then you're in trouble.

Doug Holt 23:38

I can speak to this because early on in my business career, I learned about SEO, Search Engine Optimization, and starting it made sense to me, right? Because my toilet breaks, what do I do? I don't go ahead and call a bunch of my friends to get referrals. I go online, I search, right plumber near me, plumber what have you. Me hiring coaches, I eat my cooking. So I always have a coach in my corner, and I search online. And yeah, I like referrals, and I follow people. But I do my due diligence on where you do it? You do it on Google, maybe Yahoo, Bing, or something like that. But I mean, Google is the Kleenex of search. What I've always associated with Micheal is when people are searching, they're searching with intent. There's a problem, and they're searching to find a solution. Whereas Facebook ads, which I do. I do ads everywhere. Facebook ads, I'm hoping to capture them in the moment of the problem. I'm hoping I got them at that moment. So there's a lot more chance.

Micheal Pacheco 24:38

Well, with Google ads or SEO, that works. Facebook ads are more along the lines of interruptive marketing, where you're kind of interrupting someone as they're scrolling on their feed, but certainly with SEO and Google ads as well. You're able to put your message and put your brand directly In front of exactly who you want to be reading it at the exact time they're looking for it. It's just such a perfect marriage, which is why it's difficult to do because many people are trying to do it.

Doug Holt 25:14

Yeah, I think it's also correct me again if I'm wrong, but it seems that the people are screaming that SEO is dead, or the people who A). I don't understand it, but also B). is its people promoting something else. They're promoting funnel software because they happen to sell. I don't want to mention the names. These are great people. I know some of them, but they're promoting other software pieces that don't involve SEO at all. They have a business interest in that.

Micheal Pacheco 25:40

I think it's both of those things and also people who, perhaps, when they were doing SEO, they weren't doing it the right way. And so their return on SEO has diminished over time.

Doug Holt 25:55

Got it. Okay, that makes a lot of sense. So other things that what else can people do? I'm a coach. I just love coaching. I love helping people. It's my God's gift or whatever my calling, whatever you want to call it, working with people, helping them better themselves, get unstuck, get clear. That's what I do. What are some other things I can do to allow people looking for someone like myself to be found?

Micheal Pacheco 26:25

Yeah. So I mean, it kind of depends on the niche. But in broad terms, Facebook ads are great. Google ads are great. SEO is great. I think it's very important to have an email list. We talked about this a little bit offline and building some kind of lead magnet that you can offer in exchange for an email address.

Doug Holt 26:48

What's a lead magnet for those that don't know?

Micheal Pacheco 26:51

Sure. Great question. Sometimes I forget that not everyone speaks the language that I do. Yeah, so a lead magnet is something you think about like a PDF, everyone's signed up for these before you get like you get, you download a PDF that has some kind of information or some kind of value, something that is of value to you some information or a little how-to. You get to download that in exchange for giving that business your email address. So once you get that email address, right, you can exchange this lead magnet for an email address. If you do that at scale, you build an email list, and you're then able to put your message, which you've simplified right there through strong branding and messaging, by now. So you're able to put your message directly in front of these people's faces, right in their inbox. You don't have to pay for the Facebook ad or pay for the Google ad.

So it has an email list, I think it is super important. If you've written a book, getting your book on Amazon and adjusting your messaging, and the copy that's on your Amazon book page, that's something that we do for clients all the time. YouTube is fantastic. Doug, I think you're getting into video content more and more and more. And we have seen fantastic returns on that, that's beyond YouTube as a platform in and of itself. But even beyond that, it also counts for SEO. Because Google owns YouTube, and YouTube is the second biggest search engine after Google. Those are a couple of great ways. Posting on LinkedIn, if you're assuming that this coach is B2B, posting on LinkedIn is a great way to do it. Having a Facebook group and building a Facebook group, just like you would build an email list, would be a great way to do it for B2C coaches.

Doug Holt 28:54

Yeah, I'll go back a step as well because of my experience building my coaching business. If I can, is it guys if your LinkedIn is great for B2C as well, right, because your customers have a job there might be on LinkedIn, there's a good chance, especially if you're targeting, which a lot of us coaches do based on the nature of our business. We have to target people who have disposable income, so to speak, maybe isn't the best word, but they're able to pay, and those people most likely are going to be career-oriented and are going to be on there regardless, and there are some great search filters that you can do to get on there. But I agree with all those I'm getting into video content people can follow my journey, my fumbles as I go in through there. It's just it seems like there's so much it gets so overwhelming. Micheal, at times where you're like, I can't do it all. I just can't.

Micheal Pacheco 29:44

And that's a big one. Don't be afraid to fumble. Screw up. It's okay. Yeah, mess something and learn from it. Yeah, you got to, and I suspect that the people listening to this as coaches don't need to be told that but just for the sake of redundancy.

Doug Holt 30:04

We're humans, and we're all human, right? Like, what we say, human to a human going through there. I love this and it is super helpful. And one of the things you mentioned offline to mix, we're talking about a company that I consult with, if you mentioned the website's speed, I think you were checking it out. And you were saying, hey, website speed is extremely important, which makes complete sense, but I'm going to let you fill it in as you've told me. It was one of those light bulb moments that was a no brainer once I heard it from you.

Micheal Pacheco 30:32

Of course. So yeah, website speed is important for a number of reasons. And it all starts with user experience. So if we've all been that guy who's been maybe waiting in line at the grocery store, and you've got your phone, and you click over to a website, and you're sitting there, and it's loading, and you're sitting there, and it's loading, and you give up, and you back out. Or you move on to whatever the next shiny thing is, right, because we're probably not super focused at the grocery store. So for reasons like that. Having a website that loads very quickly is super important. You're going to get more people on your website. Google ran tests on this, and I wanted to say four years ago, three years ago, a website that loads that website that takes longer than three seconds to load, we'll lose 53% of website users. Over half. So if your website takes longer than three seconds to load on my phone, you're going to lose more than half those website visitors. They're going to bail. And you're never going to know it because it's not going to show up on any of your analytics. After all, it didn't load.

Doug Holt 31:47

So that would be like, I mean, the analogy here why it was such a wild moment. For me. It'd be like having a storefront, which I used to own right, a business that's on State Street or Main Street anywhere, and you got ten people in line, and they're ready to buy, right? The least interested, they're ready to buy from you. And you want the money. So you the first five come in and all of a sudden the door shuts and locks the last five out any business are you grabbing a sledgehammer to get that door open? You're right, breaking the glass, I'm thinking in my old place, we had a beautiful glass door. I would be breaking that glass and letting people in right away and give them the opportunity. Right? And for a lot of coaches starting, right? If you had two people come right to people, say I'm going to book a call. But all of a sudden, your phone shut off one of those two people that are possible clients. That's a game-changer for your business. Right? That's a game-changer. Now you look at Google, right? So now we're talking bigger numbers, hundreds. You just don't know who's waiting to load in a moment of the intrigue of trying to figure out that solution.

Micheal Pacheco 32:51

Yeah, it's true. By extension member, I mentioned before that to do well with SEO, and you need to focus on the user. By extension, we're focusing on the user by increasing this page speed because we want the users to have a good experience. We want them to load our website when they come back. We want them to click around on our website and be able to access everything quickly. Google knows all of that stuff, right? You've got Google Analytics installed, and it knows how long your page takes to load. It knows how long people spend on your page. So the juster, the quicker things load will increase your SEO as well, by extension, because Google will see that as a better user experience.

Doug Holt 33:37

Awesome. Well, I want to wrap up. I'm going to talk to you offline about a couple of questions I have personally about it and podcast SEO going through there. So, guys, if you found this podcast, there's a good chance maybe by the time this is going airs, Micheal is the guy responsible for it. But let's summarize a couple of take-home points that people can do today. I want to throw out there just, so everybody knows, Micheal in the Boxer team has graciously volunteered to do a complimentary website audit. I believe he was what you said. So you said that's PageSpeed SEO, errors?

Micheal Pacheco 34:13

It's a full technical audit of your website at no charge.

Doug Holt 34:18

Awesome. So thank you for doing so just mentioned this show, guys, when you reach out for that, but Micheal, let's go ahead and get and give them a couple of quick breaks down. We mentioned a few things that we mentioned as a foundation, right getting to know who exactly our client is and then building a story that they can see themselves as the hero around it. Then you mentioned, gosh, about ten different ways to get that message out there and get in there but skim the fat, right I remember you saying so. Paperclip,

Micheal Pacheco 34:48

Trimming the fat is super important. Again, so actionable. If you are on an if you're on a tight budget, go through your website. Make sure to try to narrow your website down. To one call to action, I think that's super important. Many websites will have three or four or five different calls to action, and the user gets on there doesn't know what to do. So yeah, find ways to trim the fat with calls to action, try and find ways to trim the fat with the information you're providing. If you look at Apple ads, there's not an apple ad in existence that talks about the iPhone's features, the bandwidth, or the storage capacity. It's all about the feeling, right? It's about the feeling that the customer is going to have. And so that's part of this, this Hero's Journey thing where you want to focus on the customer's hero, not you. You're just the guy that's helping them along the way to think about ways you can adjust your story in that way to more and better focus on the customer. Go through all your social properties, make sure that your messaging, your branding, is consistent. LinkedIn to Facebook to Twitter, if you use it to your website, should all be consistent across the board. I should be able to bounce around to each of your social properties and feel like I'm on the same website, essentially. So yeah, that's a few of them.

Doug Holt 36:20

You mentioned site speed and some technical side.

Micheal Pacheco 36:23

Site speed, of course.

Doug Holt 36:23

so, guys, the takeaway here is that I've gotten into my business to get where I am and invest in your business and do it. And it doesn't have to be with Micheal, No offense, but with somebody who's a professional so you can get out there and be coaching people more often and do so. But I would, regardless, take Micheal and his team up for that free audit, Micheal. Where can people reach out to you if they want to take advantage of the great offer and find out more about you in Boxer?

Micheal Pacheco 36:52

Just go to There's no ".com" or anything like that. It's just

Doug Holt 36:58

Okay, and you can find out more. Micheal, thanks again for being here. It's a pleasure talking about you. And I'm going to pick your brain a little bit after the show as well.

Micheal Pacheco 37:06

I am looking forward to it, Doug, cheers.

Doug Holt 37:10

Thank you for joining us at The Successful Coach podcast. Please hit like and subscribe so we can bring you more great interviews like these. Until next time, have an amazing day.

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