Hey guys, it's your host Blaine here and today we've got some great news. We're launching a brand new private community for uploading and it's all about building your personal brand the right way. The community will feature access to some of the world's best content creators, some of whom you've heard on uploading and more to come. The best news, this community is absolutely free to join, but there will be a vetting process to make sure that you're serious about your content and personal brand and you're ready to support others. So if you want to scale your content, boost focus, stay consistent, grow your personal brand and connect with other top creators, make sure to apply@castmagic IO Uploading community. We'll drop the link in the show notes and hope to see you there. Welcome to uploading. We're joined by Jonathan Goodman, the founder of a $7 million per year personal training development center and author of 11 self published books.
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How to Turn Content Into a $7M Business w/ Jonathan Goodman
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Blaine
Speaker
Jonathan Goodman
00:00 Launching free personal brand community with creators. 04:36 Focus on fundamentals, not constant tech updates.
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“We're launching a brand new private community for uploading and it's all about building your personal brand the right way.”
“Find a career where you get surrounded by mentors very, very young. There's nowhere, there's no other career that I can think of where some 22 year old Yahoo can basically have the, the most successful people in his or her town pay to spend time with them for free, like multiple days a week.”
“My clients were incredibly successful. There's no other career that I can think of where some 22 year old can basically have the most successful people in his or her town pay to spend time with them for free, like multiple days a week.”
“And so one day one of them came in, he was the chief of psychiatry at Sunnybrook Hospital, one of the big hospitals in Toronto. And he walked into the gym and we had been speaking for a couple years at this point.”
“You know, could technology amplify what you're already doing? Sure, but it doesn't replace what you're already doing. And if you're so focused on that stuff, you're probably ignoring what really matters.”
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With over 200,000 copies sold, Jonathan has built a thriving business serving over 200,000 customers in 120 countries all around the world, all while bootstrapping, living remotely, kind of like what we're talking about now, and balancing life with his wife and kids. So in today's episode we're going to cover a couple of different things. How to leverage content to grow a multimillion dollar business, the four stages of, of content every creator has has to master, and turning self published books into, into massive revenue streams. So you know, I guess where I'd like to start is you started as a personal trainer when I built a $7 million annual revenue business, all while living remote, like why don't you take me through? Like how did, how did it start? How'd you get started down this path?
I reached a point at a very, very young age. That's a scary point to, to reach where I was kind of capped out in my industry. Like I was working in Toronto, charging out at $97 an hour, which at that point was about as much as you could charge out. And I was 23 years old. So you know, it sounds great and it was wonderful. I mean I'm happy that I got there, but it's like, okay, well what am I going to do for the rest of my life? You know, is this it? I knew that I didn't want to open up a gym. It's just, I just knew energetically I didn't want to do that. And so man, I started reading like one of the cool things about, about personal training as A career.
And what I, the advice that I give to a lot of young people as they're entering careers is, hey, there you go, Cap. Toronto, your hometown. One of, one of the really, really cool things that I, one of the big pieces of advice that I give to young people is find a career where you get surrounded by mentors very, very young. There's nowhere, there's no other career that I can think of where some 22 year old Yahoo can basically have the, the most successful people in his or her town pay to spend time with them for free, like multiple days a week. And so that's what happens. Like, my clients were incredibly successful. And so one day one of them came in, he was the chief of psychiatry at Sunnybrook Hospital, one of the big hospitals in Toronto. And he walked into the gym and we had been speaking for a couple years at this point.
You know, we had trained together for a couple years at this point. And he walked in and he was late and he took a book out of his bag and he walked right up to me on the gym floor. It's like 4:30 on a Tuesday, 4:37 on a Tuesday afternoon. And takes his book out of his bag and he hands it to me. You're not going to be my personal trainer much longer. It's like, what? Yeah, you're not going to be my personal trainer much longer. I don't know what it is about you, but you seem to think differently, Right. And I don't know what you're going to do, but like you're going to do something.
Right. And so, you know, I wish that somebody gave me this book when I was young because it would have started me on my journey earlier. And the book was Rich Dad, Poor dad by Robert Kawasaki. Now, I mean, is that book that good? I don't know. Maybe it was the first one that I read. Like, looking back, I don't think it's that great, but it set me down this path of I went to the library and checked out all the books on business development. And this was like, man, Blaine, this was back in 2011, 2010. This information was out there, but it wasn't thrust in your face the same way.
And so he was right. I wasn't his personal trainer much longer.
So that kind of takes me to my next question. And it's related to what you're saying. So he was in psychiatry and in your new book, the Obvious Choice, you talk about how algorithms change while human nature remains constant.
Yeah.
What do you mean by that? And how does that Kind of apply to what you were just talking about.
I mean, if you try to keep up, you're always going to be behind. Right. I. I talk about what I call the parade problem, which is if you're at a parade and it's super, super busy and everybody's packed in, well, one person stands up on their tiptoes to try to get a better view, and for a few seconds they do, and then everybody else stands up on their tiptoes, and then everybody's legs hurt, and nobody's view is improved. That's kind of what happens if you try to keep up with algorithm changes or advances in technology without actually building that really, really strong base of just understanding humans underneath it. You know, could technology amplify what you're already doing? Sure, but it doesn't replace what you're already doing. And if you're so focused on that stuff, you're probably ignoring what really matters. And so what I've noticed, I mean, I've worked on the Internet since 2011.
Now I liken it to dog years. You know, every year on the Internet is basically seven years in human life. I'm like a dying year old. I've actually taught people who have taught people who have taught people who are now teaching people how to build businesses online. This shit turns over so quickly. And if you're in the game for any length of time, you notice a few things. One of them is a lot of people come and go, most notably the people who seem to be in the spotlight because they're jumping on whatever trend is in vogue. Never stick around for the long term.
Never. The other one is whatever platform or hack or whatever that you have to use right now is going to be irrelevant in two years. Clubhouse, Periscope, Snapchat, to a lesser extent, but it's losing relevance. Facebook lives were huge. Facebook groups were big at one point. I mean, you can just continue to roll this down the horn. And so if you want to stick around for a long time, you actually don't want to chase those trends because it's exhausting. You know, you might hit it one time, but, like, icar is too close to the sun.
You're going to get burned other times and probably flame out.
Yeah. And I think that's one of the biggest things for creators and people who want to turn their content into their business. It's so easy to burn out. It's so easy to chase trends. And I'd love to kind of talk a little bit about how you approached it from the beginning, right in the beginning you're saying you're reading books, you didn't have an audience, you were doing this kind of like one to one. And one of the beautiful parts about building businesses on the Internet is you can achieve scale in a way you can't scale a individual personal training business. Right. So what were kind of, what were some of the first steps you took to start growing an audience online?
Well, the first thing that I did, which is also what I would do now, but at the time I did it because I didn't know any better. Because you weren't told to be a creator. The word did not exist when I was starting. And so, you know, it was like you were either an entertainer, right. Or you were a business person. And I still think that that's how we should view it. You know, you could be an influencer or creator or entertainer. To me those are all synonyms of the same thing.
Or you can be a business person and neither is worse nor better. But they're fundamentally different games that you get to choose to play with different rules of engagement, odds of success, reward mechanisms and, and incentives. And so back then I did not quit my full time job. I fit this around my full time job. No, I could do that because I was young. But actually the same guy, Tom, what he passed down to me, I call it now my freedom equation or my freedom number. But basically I did little bits of work online. I started writing online a little bit.
I self published a book kind of after hours after clients. And as that started to make a little bit of money, I did actually affiliate marketing at first because I mean to try to build your own product and build an audience for a product and work a full time job, I still think is probably too much to do. You kind, there's kind of an order of operations that you need to do. So I did a lot of affiliate marketing in the day, promoted other stuff and then I had this little self published book, right. That ended up being successful. But you know, at the beginning it was of course a slow gain and I figured out how much money I needed each month. You know, that's the freedom number. How much money do you need in each month? Seneca once said, if you wish to stave off all fear, imagine that the worst that can happen most definitely will happen.
We don't fear things because we should fear them. We fear the unknown. It's an irrational response to the unknown. And so the way to eliminate fear is to actually make the unknown known, to imagine the worst case scenario. And so what I Did is I just, I did that. How much money do I need each month? At that point it was $2,600. Right. What's my rent? I was a young single guy, right? So at that point it was rent, it was food.
And then I called it like, you do something special for my girlfriend fund. It's 2,600 bucks. Way more than that now. I've got two kids, a third on the way, a house, like way more than that now. But at the time it was 2,600. And then I looked at the clients that I was working with, I looked at the money that I was making with the online venture, and I did a basic calculation. Now I was only making a couple hundred bucks. Okay, okay.
So 2600 is now 2300 that I need to make for my in person job. Well, I'm making way more than that if I think that this online thing has legs and I want to make a jump at it. Basically what I need to do in order to not fear, in order to be free to move, in order to be creative, I need to eliminate that part, that irrational part where I don't know. And so what I did is I categorized all of my clients into ABC clients. The gold level clients, the A clients were the people who showed up every week, multiple times a week, when it was time to renew 50 sessions. Boom, boom, boom, boom, boom. Right Then the B level clients were the people who I love to train. They showed up most of the time, but I wasn't quite sure if they were going to renew.
The C were just the people who I didn't like and like, wasn't sure if they'd stay around for that one. So I got rid of the C and then I built my calendar based off of how many hours I needed to work to hit that $2,300 a month. Starting by filling in the A level clients into it, filling in any extra gaps with bees, and then giving my bees to other people. So I cut back my hours then from 40 hours to 25, and then I cut back my hours again because that then I had more time to commit online. And then I started to make more money online. So then I cut that back to 15 hours in person. And then I eventually stepped away fully when it was time to do that. And the way that I built up the audience, It's Dale Carnegie 101.
How to win friends and influence people. Imagine, imagine that every single other person that you see on the street is walking around with a sign on their forehead that says Please, please, please make me feel important today. I named my website the Personal Trainer Development Center. No shit blame. We had business cards made where the original logo was a building. The reason for that was we wanted people to think that it was way more important than some Yahoo single personal trainer at night in the one bedroom apartment. And then what I did is I went and I found other people who were already publishing great work for the audience. I did the work, I went out, found at that point it was blog posts.
I went and found those blog posts and I reached out and I said, hey Nick, I really, really love this article. I'd love to syndicate it, publish it on the Personal Trainer Development Center. You're the author, I'm going to pay you 100 bucks. And all that I'm going to do is I'll change the title, change the formatting, I'll add some images and you know, basically putty it up. Is that cool too? You can see it before it goes live to make sure you're fine with it if you want to. Is that cool? It's a pretty easy yes. And then what happens of course is other people like to show off that they're important by being published on the Personal Trainer Development Center. And now I have my market, my network, all sending basically traffic to this one central site from all of these little satellite places.
And, and, and once we had a platform, I got on the phone with 137 of them, asked them what they needed, asked them what they were frustrated with and went and built it. That was the process.
And, and what was that? What were some of those pain points that needed to be solved?
What it looked back to was one sentence, which is personal trainers who have trained for at least a year need to figure out a way to make a bit more money in a bit less time with a bit better schedule. They didn't want to become six figure trainers. They didn't want to move to Bali. They wanted to make somewhere around 500 to $1,500 more a month and be in a bit more control of their schedule. The young ones worried that when they were older they wouldn't be able to spend time with their family. The older ones knew that they weren't able to spend time with their family and they wanted a little bit more security. And so that's how the first ever, I mean I built the first ever course for Online Fitness in 2012 because it was a solution to that problem. That course was called 1K Extra.
It was a course on how to make $1,000 extra a month. Everybody else at that time in that field was like, how to make six figures? I was like, y'all don't know what you're talking about. None of these people, that's not their goal. Whether they think it's unreasonable, I mean, they wouldn't say no. But it's not what they're thinking, right? It's not what they're thinking.
And, and I think that's so interesting just because, you know, in, in startups and entrepreneurship, a lot of people talk about solving a problem that you have yourself. You clearly had this problem yourself because you were like, I need to make more money. And then, you know, to. You had the discipline to actually and smarts actually think about your hours and saying, there's only so many hours in a week. How do I maximize and optimize those hours for the ones where I know I'm going to get paid and what do I need to survive? And from then, I can kind of build out something that scales. And I feel like that's something that's very translatable to content and people who are trying to really grow their businesses through content, because there's stuff that you're doing. A lot of people see content as almost like a distraction. And it's like, oh, I'm going to, you know, do my business and then if I have time, I'll create content.
Whereas what you did is you basically said, where do I batch my hours so that I will have time to create that content, which eventually will scale more effectively than whatever I'm doing in those hours. So I just think that that paradigm is, is really important for any creator to sort of adapt, where it's very easy to say, oh, I'm making money, I'm doing the thing, I don't actually have to make content. But you kind of flip that idea on its head and you said, I'm going to make money when I know I can make money, but I'm going to be disciplined about creating the scalable system for me that will eventually outpace what, what I'm doing. And then, interestingly, it happened. It just so happened to be that same problem that you sought to solve for yourself was that pain point that other people can relate to. Right.
If you, if you're deep in an industry, you start to figure out what frustrates you. Like, I collect baseball cards. I collect kind Griffey Jr baseball cards. I don't know why, I just really like it. And so I'm deep in that industry and I came across somebody who was building a new way to display and protect baseball cards. Well, sports cards, Pokemon cards, whatever. But like I came across it and, and it's exactly the creator story that you're talking about. This guy is so.
His name's Brian Pier. The company's called Mint My NT M1NT. And it's a wonderful story because this guy is just so clearly obsessed with this thing that most people overlook. Think about the coffee cup, the disposable coffee cup. Next time that you get a disposable coffee cup from like a nicer place, not like a Dunkin Donuts or Tim Hortons if you're in Canada or whatever, but like a nicer place. Look at it. It's actually really intricately designed. There's a tiny hole right in the middle.
That hole is there so that the aroma from the coffee specifically angles into your nose as you tip the cup to drink the coffee. The way that the spout in the lid is designed is designed to optimize the flow of the coffee hitting all of the senses of your tongue. Some people obsess over these things. They only obsess over these things if they're obsessive about that market. Right. What you hit on Blaine that I really like though is, and I'll give you another example, cut back the hours. But here's what I also reflect when I reflect back on my story. And a lot of the stuff I didn't know I was doing at the time and I post rationalized and created a post narrative around it so now I could talk about it, but I didn't know I was doing it.
There's a lot of false economies that exist. For example, what I personal trained was one of the most expensive postal codes in Canada. It's called Forest Hill. And so to live there cost a lot. Like to rent an apartment in this area cost a lot of money. Most of the other people that were personal trainers at the gym did the smart thing. They lived 30 or 40 minutes away. They, they rented an apartment for a thousand dollars less a month and then they commuted it, you know, took them an hour, hour and a half.
But they're young, they have that time. I did the stupid thing, which is I rented an apartment an eight minute walk from the gym and I walked into the gym. Well, what did that mean? That meant that I had an extra hour a day to read and develop myself and work on my website. And so yes, it cost me $1,000 extra a month, but that's a false economy because what it was really doing Was I was trading an asset that's renewable at the time for what's not renewable, which is the money, especially when you were young, to develop myself, which compounds, as you get older and older and older, content, self development. It's a savings account. It's a savings account. You invest into it when you have excess time and capital. You hope that it pays off interest in the interim.
But you do not design your life and your business in a way that requires it to kick off dividends to fulfill your short term needs. That's the way I think you have to look at it.
I love that. I think that is absolutely spot on. I'd never actually thought of it that way, but I think that's one of my favorite analogies for content is thinking of it as a savings account. Right. Because when you're thinking of it as the thing that is going to pay and fund your entire lifestyle, in the immediate term, you're going to fall short of it because you're probably going to try to create a content that goes viral, you're going to burn out, you're going to chase trends, you're going to do all the things that you mentioned before. Whereas if you think of it as a savings account, the people who build the most wealth are the ones who can diligently save and invest over time. All of a sudden, you wake up in 50 years and you're like, oh my God, that's a ton of money. Right?
How the, how the hell, how did this get here? Right? How the hell did this get here? Yeah, no, man, that, that is exactly it. I mean, that's how you have to view savings. The, the earlier that you start the compounding, the better. We all know the famous story of Warren Buffett. Now, you know, the, the reason why he's so wealthy is because he started investing when he was 10 and hasn't stopped. And he's whatever he is, 98 or something. I don't know how old he is now, but like that's, that's how compound interest works. And that's, it's so hard to kind of visualize that.
But it's the same with content as well. Most of the time, everything that's working for you will be bubbling underneath the surface, invisible to the eye. You don't know when that inflection point is going to hit. And that can be a really, really difficult point to remedy. When you're sitting there and you're struggling to pay your bills, or when you're sitting there and you're saying so and so is so successful. And I have this business and I was told that I need to get customers on TikTok or whatever. You have to think of content as a savings account and you have to think of content as a way to primarily nurture and convert people and leads that are generated elsewhere. Unless of course you play the game of I'm going to be an entertainer.
Like if that's a game you're playing, that's cool. But you know, this is how that game looks. You go to Hollywood, you work you wake tables on nights and weekends, you know you're going to get taken advantage of. You know you're going to make basically no money. You know, you have low odds of success, but you know that if you do become one of the chosen few, those outsized rewards and if you knowingly sign up for that, hell yeah, man, go for it. Play the out of that game. But most of the time what people are doing is they're playing that game, but they're desiring the rewards and, and, and the lifestyle of the other game. And so they're conflating the two.
And that's when we see a lot of people running into problems these days.
And, and also how that applies to content creators. I see a lot of times content creators kind of don't know where their lane is because they see content that's going viral and then there's say, you know, even if their audience is for example, like in, in the say it's like for personal trainers or in the business space and then they want to go create this like short form, engaging like super viral TikTok content. You may, and I've seen it myself, like I've created reels that do over a million views and then don't do anything for the bottom line because it's like, it's just like an awareness, it's an entertainment place. So like there is a massive difference between the, like the what is actually in the content as well. Just because you get a million views on something doesn't necessarily necessarily mean it's successful. You can have a piece of content, do a thousand views and if it's hyper intentional and you built it the right way, it's, you know, targeted for your audience, it can convert, you know, convert like crazy. So and I think that's something that in the first era of like content creation that people sort of lost track of because the only thing they could gauge off was the number of likes, right? So people are competing just based off likes and engagement where if, if you're Kind of playing the long game is what you're saying. It, it, it, it's a little bit different because you're always mapping towards almost like a, a different, you know, main metric, if you will.
Right. And in your case. Right. It's, it's one of those metrics has got to be your business. So, you know, one thing that you mentioned was this inflection point where you knew that like, things were happening, the content starting to work when in your journey was that. And like, looking back, like, how would you define that? As kind of like the. Okay, now we're, now we're on the way. This is, this is working.
And then what were the next steps from there?
There's something called Good H's law. You ever heard of it?
No.
Good H's law states that when the metric becomes the goal, it ceases to be a good metric. When the measurement becomes the goal, it ceases to become a good measurement. If, if likes and followers and shares becomes the goal, it ceases to become a good goal. It's a spotlight effect. What you pay attention to, what you focus on, what you measure is what gets managed, is what gets optimized. For most of us, again, if your goal is to become an influencer, an entertainer, perhaps the insights that a social media account in terms of likes, follows views, whatever is a good metric is a good measure. For most of us, though, it's not. And I have the exact same experience as you.
I mean, I could write a post on any given day that's going to get 10,000 plus likes on social media. It's easy when you know what you're doing. When you have an even baseline of audience, it's really easy to do, but it doesn't generate more business. And what Ashley just said here in the comments, you know, likes don't pay the bills. Yeah. What it's, it's exactly the case. I mean, it's easy to be rich with likes and poor with dollars because what feeds the ego is what's bad for the wallet. And that's really, really hard to get over sometimes.
And so what I really push for in the obvious choice in this book coming out is, is a much keener attention to what we're measuring. You know, in my business, which is, you know, one of my businesses, it's coaching. I have a software business too, but in my coaching business, we measure the amount of inbound DM inquiries that our content generates. That's what we measure. And I could tell you straight up, if you go to my Instagram Page amidst Coach Goodman, you can see that I have lots of posts that have 10, 20, 30, 40, 100,000 likes. I also have posts that have less than a thousand likes. And I can tell you that the posts with less than a thousand likes drive more business than the posts with 30 or 40,000. Now, does that mean that neither is valuable? I believe that we need three types of content.
I believe that we need viral value and depth based content. And depending on where you are at over the course of your career, you might need more or less. You know, if you're building up from scratch, you might need a little bit more value just to get more eyeballs. If you already have an audience though, you want more value, you always want some underlying depth so people connect with you more as a human being. It's not a study, but the. It's called Good Hart's Law. Good Hart's Law. When a measure becomes the goal, it ceases to be a good measure.
So. So what you're getting at, Blaine, I very much resonate with, man. It's so important, dude, to measure the right things based off of the success of your content.
Absolutely. And you know, Jonathan, the. The next question I have is, why don't you talk to me? You just mentioned you've got a software business now. You've got like the training, the course, you've got the books. So like, as you've, as you sort of graduated through the years, like, and as you said, time on the Internet moves really fast. So why don't you walk me through a little bit about how all of. Just walk me through what your business empire sort of looks like today. Because one thing that you said that really stood out is you said that you have different, like phases in your business.
Phases where you're going really hard and then phases where you're saying, you know what? I want time with my. I actually value the freedom of being able to spend time with my family. Focus on the personal stuff. And maybe I'm not in grind mode right now. Maybe I'm. I'm in a different sort of phase. So just walk us through a little bit of how you've kind of set everything up and you know, how you think about, you know, building in sprints.
I guess I call them seasons. This is year 13 in a row now where I've left Canada for the winter. I've lived abroad a minimum of four months every year for the last 13 years. And like, I have a 72 year old wife, we're pregnant with our third. So, you know, it's not easy to pick up and leave. One of the main. I mean, aside from escaping Canada when it's cold, one of the main reasons that we leave is actually because it builds in a seasonality to my life that I find I bone the hell out when I don't have. I call it the 84 way of living.
And so Toronto was very much a hustle culture. There's. There's a lot of social commitments. There's a lot of pressures to get ahead. The energy is there. It's a very frenetic kind of fervent energy, which I love, I absolutely love, I thrive in, until I don't, you know what I'm saying? And then I got to get the hell out. Mexico is the opposite. It's very chill, you know, work to live, not live to work type thing.
A lot of the people that we meet here are people who are. People who live here are people who have decided to live this kind of lifestyle. And so every year, if you think about it, what I actually do is I go through basically eight months of really building and four months of, I don't know, call it recovering. But I look at my life as effectively a triangle that has three priorities. You've got health and wellness, fitness, you've got money and work, and then you've got family and relationships. And the process of my life is systematically thickening one side of the triangle at a time. I don't actually believe that you can get fundamentally better and improve more than one thing at once. I think the reason why adults stop evolving as they progress through adulthood is not for a lack of work, is not for a lack of smarts, is for a lack of focus.
And so what this seasonality does is before I enter the season, well, I leave one place. You don't have to physically leave, but in my case, I do. So I leave one place and I actually wipe my schedule clean. Nothing. Take everything out, and then I rebuild it from scratch, I reprioritize it, and I build it from scratch based off of whichever line of that triangle I'm really trying to develop at that period of time. And so that's how I build that seasonality. And then that's just basic, like Jim Collins, big rocks, right? You put the most important stuff at your best times, and then you fit in the rest of the stuff kind of around the edges as it. As it fits.
And so when I'm working on something like. Like when I'm working on a book, for example, that's how I'm thinking about It. So you asked about how my business is made up on the COVID of the book that's coming out. The obvious choice, there's a picture of a whale and there's a picture of a whole bunch of pennies like a whale and like dollars. That's, that's because my life philosophy is whales and minnows. Whales and minnows to me represents a number of things for business. It represents free, the minnows or expensive the whales you sell to the whales in order to feed the minnows. In life you show up or you don't.
You're there or you're not. Nothing in between. In between is the dead zone in my business. That's how I've structured it. It's a whales and minnows business. And so everything that I've built is congruent to people who work in the fitness industry. I could serve people in other industries, but it's way simpler to build more products and services to the family that you've become famous to than it is to try to expand out and get this like recognition and ego hit of other people outside of your industry thinking. It's been fascinating Blaine, like promoting this book that is know, typical Collins that's like for people not just in fitness because people outside of fitness have no idea who I am and like I'm having a hard time getting on those podcasts and stuff.
Anybody in Fitness, any podcast, 100% man, anytime you want, right? That's how our world works. And so I have effectively four arms to the business. At the, at the baseline level are the books. They're not free, but they are zero expectation of service. You know, low end membership site does not meet this requirement by the way, because there is an expectation of. Nobody buys a book and expects the author to serve them and support them along the journey of that book. There's no administrative help, you know, even less now that I'm not self publishing like HarperCollins does it all, Amazon does it all, Barnes and Noble does it all, right? My agent does it all. And so, you know, on the bottom of the books and then the books, especially the self published books, are great marketing engines, are great affiliate marketing engines, no joke.
I have, there's two software companies that I promoted over the years in my books together those links have generated me $1.2 million in counting and they still generate me, give or take, 20 to $25,000 a month in commissions. And I haven't promoted either of those companies for four years. And so you can build a Lot of stuff in your books that are passive and perpetual. Right. So that's on the bottom level. Next up, I have basically like I looked at my audience and I looked at how I can bring them through a journey and what they need in the journey. Not stuff that cannibalizes one another, but stuff that becomes aspirational as people move along their careers. And so on the bottom level is the Online Trainer Academy.
It's the first ever textbook for online fitness. It's an education program, it's a do it yourself course and that helps people basically go from 0 to 1. Call it with online fitness you're probably going to do this hybrid, you're probably going to do this in addition to your work in the gym, whatever. The next step above that is a high end mentorship. I love service based people on coaching businesses all the time. I think that the best businesses in the world to own, I don't think they're great businesses to work in. I think they're phenomenal businesses to own if you know how to scale them. You know, we operate them at a 65% profit margin.
They're cash up front, they're phenomenal businesses to own. And so we have a high end coaching business above that that becomes aspirational. We have a minimum to join it. So people join our bottom one hoping that they'll get to the point where they can join Ohio one that's very, very important, that it's kind of like a ladder. And then a couple of years ago we built a software company that like is the Casio watch, the big pen, the Craigslist of software. No integrations, no automations. Build and deliver programs to your clients. Super, super basic.
And we've got 40 to 43,000 users. Some of that.
Wow. I love how you think about it as like a pyramid where everything kind of stacks on top of each other. And yeah, you know, this is one thing I think and also the insight about, you know, knowing when a service is required, what versus when it's not. I feel like, you know, maybe those are some ideas that you've got back from your original personal training days where as a personal trainer you're, you're making money when you're actually rendering a service versus something that like really scales. And you know, I think a lot of people, there's a lot of buzzwords in today's content landscape. You've got courses, you've got community, you've got books, you've got. There's so many different types of assets that people constantly want to create. And I think that insight about knowing what types of thing require your presence and your, your constant peace of mind versus something where there's no service required.
So, yeah, I think that's really important. And then, you know, one question for clarification because I know a lot of people as they start to like scale out, whether it's a course or a community, thinking about building offers and what goes in each bucket. So could you walk us through a little bit of how you separate your sort of like broader community that you had mentioned versus your super high ticket offering? Like what, what is the difference in terms of what, you know, like how what goes in each bucket?
I mean, it depends on the opportunity that you're helping people with. You know, so OZ is, I mean, if you had to really break down O is a make money opportunity. You know, we do it through online fitness, but you call it make money. And so it fits in that bucket. And so it's not perfect, but we just have a pure quantitative measure. You don't qualify for what we call the online trainer mentorship. You don't qualify for the online trainer mentorship unless you are doing at least a minimum of $6,000 a month in person training or $1,000 a month online training. Those are not crazy high numbers.
But like, you've got to have at least something going on in order to qualify for it. And so what somebody needs changes fundamentally if they're starting. You know, like there's, there's levels to business, particularly in service businesses. Zero to about a thousand, maybe zero to 5,000, 5,000 to about 2503-000003-00000 to about 2 million, 2 million to about 10 million. Like what somebody needs and how they operate their business kind of breaks at each one of those points. And so the type of support and type of skills that they need to either hire for or attain themselves changes. And so that's how we kind of define it. Whereas at the bottom, I'm kind of doing two things.
I personally just don't want to own a coaching business unless the person that we are coaching has already shown inability to execute. You know, I just. You got to choose your customers. It's as simple as that. You got to choose customers who have already shown that they're the type of customer who's going to execute and do well with the thing. And then you basically just add rocket fuel to a ship that's already moving and it blows up. And then you get good reviews. And then, you know, you don't get blamed when somebody doesn't do something.
And so number one is, yeah, sure, this is do it yourself material. This is stuff. I mean, I believe that automation is not a way to replace humans. I believe that automation is a way to amplify humans. I believe that it's a way to amplify what makes us great by removing all of the stuff that we suck at. Technology. A good learning management system, a good email drip system does a way better job in teaching somebody the basics of how to operate a service business than a human ever will. What you need a human, therefore, is to talk you off a cliff.
What you need a human, therefore, is for somebody to help you figure out what not to pay attention to. And so at the base we have that, number one, it helps be scalable. Number two, you know, we don't waste. These are not people who are in a position to invest more, which means that we are not able to provide them the support that they really need. And they haven't yet proven to us that they are the type of person who's going to execute and do really well with our services. So that's how I define it. And then, and then the next level is way higher touch. Way, way, way higher touch.
I mean this is, it's a beautifully operationalized systematized coaching program. But everybody has their support person. There's the head of coaching, there's multiple calls a week. There's a content arm that's automated, of course, and then there's individual skills coaches for them as well. But that costs a lot more. Right. And so we are on the hook to deliver value and success much more reliably and were rightfully blamed when somebody does not do well. You know, our customer service has a, has a single line that we base our entire business off of, which is, even if it's not our fault, it's our problem and it's our responsibility.
And, and so that's how I split them.
Yeah. I think what's really neat there is you said something about choosing your customers wisely. Right. And I think one thing you said in follow up to that was that if you choose the right clients, you're adding rocket fuel to what they're doing. And if you choose the wrong clients, no matter how good you are, you're getting blamed essentially for whatever is going on. And I think this is something that you see in your content businesses that you're doing, but it's also something that you, we see in our software businesses. Sometimes there's no matter, no matter what you create, no matter what Fix, you push. If you're not the right buyer for.
And that's why they have the term like, ideal customer profile. Because if you're outside of that, the feedback that you're getting, the, you know, anything, it's, it's just no matter what you do, it's not going to be right if you don't have the right person who actually needs that problem solved and is the right client. So I think that's a lesson that can kind of really apply to, to anyone.
I love telling people no. Like, even for a software, they're like, oh, do you integrate with my fitness pal? No. Why? Because you don't need it and your clients don't need it and they're not going to use it. Oh, but, but, but, but I go to this other one that does it like, it just. I don't want to, you know, I don't want to deal with it. You know, I don't think it's a good idea. I don't think it's important. I don't think it's valuable.
I believe that it is more problems than benefits. If you really believe that that's something that you need. There are other services. Here's what we recommend.
Beautiful. Beautiful. And I think that's a great place for us to sort of wrap things up. Jonathan, for anyone who's tuning in. So this is going to be fun because this is the part of the section where we actually, we can get into some audience qa, if there's any. I know we've probably answered everything that everyone's curious about, but we'll jump into that in a second. But before we do that. So anyone who's listening in live, if you have any questions for Jonathan, now's your time.
Drop those in the, the comments and we'll, we'll kind of open it up. But for everyone else who's listening at home, where can we connect with you? Where can we find you? Tell us about your upcoming book. Just give us, give us all the details.
Yeah, my book that's coming out is called the Obvious choice. Timeless lessons on success, profit, finding your way. Buy the book. You can buy it anywhere you buy books. It's HarperCollins, so it's everywhere. Kindle, Audible, hardcover, whatever you like. Buy the book. And I'm on Instagram and Twitter mostly.
I'm at its coachgoodman on both. And if you don't absolutely love the book, after you buy the book, send me a message on any of those. You can send me a message anyway, but send me a message on any of those and let me know and I will refund you 100% of what you spent. It's it's a book about how to figure out what game you're playing and appreciating that there are different games that you get to choose between. And once you know the game that you're playing, you know the games you're not playing. You can figure out the rules of the game that you've decided to play, and you can best figure out how to utilize those rules to live your best life and operate the best business. And it's 15 individual lessons, lots of stories. I did a podcast just before this.
He called it a great bathroom reader because it's, you know, it's try to make it as easy to read as possible.
Well, I'm definitely looking forward to it. Jonathan, thank you so much for joining us on uploading.
Appreciate you, Blank. Thank you.
Also generated
More from this recording
Castmagic LinkedIn Post
Here's the LinkedIn post for the episode release:
Want to build a successful online business that stands the test of time? Content is key, but the strategy matters.
In this episode of Uploading, Blaine Bolus is joined by Jonathan Goodman, a powerhouse entrepreneur who's sold over 200,000 copies of his 11 self-published books and built a multimillion-dollar fitness business.
Discover how to master the four stages of content creation, turn self-published books into lucrative revenue streams, and avoid the pitfalls of chasing fleeting trends.
Jonathan shares his wisdom on crafting a sustainable content strategy, understanding human behavior, and structuring a business for long-term success.
Listen to the full episode here: [link]
#onlinebusiness #contentcreation #entrepreneurship #uploadingpodcast #businessgrowth
3 quick tips
Here are 3 quick tips to build a successful online business:
Focus on foundational understanding over trends
Trends come and go, but understanding human behavior is key.
When you chase trends, you end up:
• Exhausted
• Burned out
• Without long-term success
Choose meaningful metrics
Likes and followers don't always equal business growth.
Instead, focus on metrics that directly impact your bottom line, like:
• Inbound inquiries
• Sales conversions
• Customer satisfaction
Goodhart's Law states: When a metric becomes a target, it loses its value as a metric.
Treat content like a long-term investment
Content creation is like putting money in a savings account.
You won't see immediate returns, but over time, it compounds.
Many expect quick success without a long-term strategy.
But effective content:
• Aligns with your business goals
• Nurtures your audience
• Grows steadily over time
Viral trends may bring short-term attention...
But thoughtful, business-driven content leads to lasting success.
The smartest online entrepreneurs play the long game.
1 Hack 3 tips
Here's a post that matches the tone, style, and format of the example you provided, based on the context and strategies covered in the podcast recording:
There's 1 counterintuitive strategy you can use to build a thriving personal brand as a content creator:
Focus on long-term compounding over short-term virality.
(Successful entrepreneurs like Jonathan Goodman swear by this)
The "Compounding Content" strategy.
• Goodman's 11 self-published books vs. Chasing trending topics
• His steady audience growth vs. One-hit wonders
• Consistent, valuable content vs. Fleeting entertainment
When you prioritize creating content that compounds in value over time, your brand becomes a trusted resource for your audience.
This creates a loyal following + sustainable business because you're solving real problems.
Does it mean slower growth initially?
100%.
But if you burn out chasing trends?
Then you'll never build a lasting impact.
The last thing you want is to be a flash in the pan (AKA forgettable) to everyone.
So, how can you apply the "Compounding Content" strategy to your personal brand?
Step 1) Identify your audience's core problems
• Understand the key challenges and goals of your target audience
• Think of how your unique expertise can help solve these issues (you can use market research to help)
(This doesn't have to be groundbreaking, it can be simple but effective solutions)
For example, Goodman identified:
• Personal trainers needed extra income
• They needed a better work schedule
• They needed to transition online
Step 2) Consistently create valuable content
• Focus on timeless lessons over fleeting trends
• Create content that educates, inspires, and solves problems
• Use real-life examples to illustrate your points and build trust
Step 3) Engage with your growing audience
• Respond to comments and questions
• Offer personalized support when possible
• Make your audience feel heard and valued
In a world where everyone is chasing the next big thing, building a foundation of consistent, valuable content is a superpower.
ℹ️ Introduction
Hey there, and welcome to another exciting episode of Uploading...! I'm your host, Blaine, and today we have a very special guest joining us - Jonathan Goodman.
Jonathan is a true entrepreneur in the world of personal training. Not only has he built a multimillion-dollar business using content, but he's also a prolific author with 11 self-published books that have sold over 200,000 copies worldwide. Pretty impressive, right?
In this episode, Jonathan shares his wealth of knowledge on mastering the four stages of content creation, turning self-published books into serious revenue streams, and understanding the key to long-term success in the fast-paced world of online content.
We dive deep into Jonathan's journey, from his early days as a personal trainer in Toronto to becoming a successful businessman. He shares valuable insights on avoiding burnout, building a scalable online audience, and focusing on metrics that truly matter for your business.
But that's not all - we also explore Jonathan's unique "seasonal" approach to work and life, his multi-faceted business structure, and his upcoming book "The Obvious Choice: Timeless Lessons on Success, Profit, Finding Your Way."
So whether you're a content creator looking to level up your game, an aspiring entrepreneur, or simply someone interested in personal growth and success, this episode is packed with golden nuggets of wisdom from someone who's been there and done that.
Get ready to take notes, because this is an episode you won't want to miss! Let's dive in.
💡 Speaker bios
Blaine is a vibrant host and community builder with a passion for helping others to develop their personal brands. He is the creator of a new online community for content creators, a space where visionaries can learn, share, and grow together. Blaine is known for his commitment to fostering an environment of reciprocal support and collaboration. To ensure the authenticity and serious intent of members, Blaine has initiated a vetting process for his digital community. His initiative promises a vast array of resources, including access to interviews with top creators from around the globe. Blaine's ultimate goal is to aid others in scaling their content, increasing focus, maintaining consistency, and growing their personal brands. Blaine frequently collaborates with notable figures, like Jonathan Goodman, the founder of a $7 million personal training development center and a self-published author in order to provide valuable insights for his community members.
💡 Speaker bios
Jonathan Goodman achieved success in his industry at a chance-defyingly young age. By the tender age of 23, he established himself as a respected name in the Toronto personal fitness sector, charging up to $97 an hour - a rate that was the pinnacle at the time. Despite his early accomplishments and promising career path, Jonathan found himself unsettled, grappling with the question: "What am I going to do for the rest of my life?" Rejecting the option of opening a gym as it didn't resonate with his energy, Jonathan instead threw himself into exploring the broad scope of personal training as a career and expanding his horizons.
💬 Keywords
Personal branding
Content creation
Private community
Entrepreneurship
Self-publishing
Online business
Trends
Business development
Human behavior
Viral content
Value-based content
Depth-based content
Social media metrics
Business metrics
Seasonal lifestyle
Work-life balance
Business structure
Personal growth
Satisfaction guarantee
Affiliate marketing
Freedom number
Audience building
Content syndication
Product development
Software promotion
Customer segmentation
Business ladder
Scalable solutions
Content investment
Long-term strategy
📚 Timestamped overview
00:00 Launching a free, private community for personal branding with top creators, featuring a vetting process. Apply at Castmagic IO.
04:36 Don't just chase technology; focus on human understanding for lasting success.
08:41 Self-published a book while working full-time, did affiliate marketing first, and figured out a monthly "freedom number" needed for success.
10:16 Organized clients into categories to determine reliable income and reduce fear, focusing on top-paying, committed clients.
14:57 Solve personal problems, optimize time, and scale for success; integrate content strategically in business growth.
15:43 Prioritize creating scalable content over immediate monetary activities to achieve long-term growth, as this approach addresses common challenges and resonates with others.
19:57 Content is like a savings account; steady, long-term investment builds true wealth.
22:47 Content creators often chase viral content without aligning it with their audience, mistaking high views for success. True success lies in targeted content that effectively converts, rather than just high engagement.
26:10 Focus on measuring meaningful engagement, not just likes, as smaller posts often drive more business.
29:59 Life is a balanced focus on health, work, and relationships, improving one area at a time.
33:04 The business comprises four arms, with books as the baseline, serving as marketing engines with no service expectation.
36:01 Think of it like a pyramid where tasks stack, knowing when a service is needed, similar to personal training, versus scalable ideas. Today's content has many buzzwords and assets requiring different levels of personal involvement.
41:52 Choosing the right clients is crucial; it accelerates success, while the wrong ones can lead to unwarranted blame.
44:18 Contact @coachgoodman for a full refund if you dislike the book about choosing and mastering life's games, containing 15 lessons and stories.
📚 Timestamped overview
00:00 Launching free personal brand community with creators.
04:36 Focus on fundamentals, not constant tech updates.
08:41 Self-published book succeeded after affiliate marketing.
10:16 Pursue online work; prioritize and categorize clients.
14:57 Optimize time and content for entrepreneurial success.
15:43 Prioritize scalable content creation over immediate tasks.
19:57 Content is like a long-term savings account.
22:47 Views don't equal success; intentionality matters more.
26:10 Keener attention to measuring content effectiveness.
29:59 Life's priorities: health, work, relationships, focus.
33:04 Books as marketing engines, no expectation of service.
36:01 Insight: Service necessity vs. scalable ideas.
41:52 Choosing right clients boosts success; wrong, blame.
44:18 Full refund if dissatisfied with life strategy book.
❇️ Key topics and bullets
Here is a comprehensive sequence of topics covered in the text, with sub-topic bullets:
Introduction
Launch of a new private community for building personal brands
Community aims to help content creators scale, stay focused, and connect
Introduction of guest Jonathan Goodman, successful entrepreneur and author
Jonathan Goodman's Background
Started as a personal trainer in Toronto
Influenced by client who gave him "Rich Dad, Poor Dad" book
Pursued business development opportunities
Content Creation and Business Success
Understanding human behavior over following fleeting trends
Avoiding the "parade problem" of chasing trends
Building a strong foundational understanding for longevity in online business
Ease of burning out in content creation
Importance of building a scalable online audience
Metrics and Business Philosophy
Goodhart's Law: When a metric becomes a target, it loses value
Social media metrics (likes, followers) aren't always effective business goals
Focus on metrics that directly contribute to business (inbound inquiries)
Content strategy: viral, value, and depth-based content
Measuring meaningful metrics for success beyond social media popularity
Life Philosophy and Business Structure
"Seasonal" lifestyle: alternating between high-intensity work and recovery
Prioritizing different life aspects (health, work, family) one at a time
Multiple business arms: coaching and software business
"Whales and minnows" approach: targeting high-value and low-expectation offerings
Books as baseline marketing tools with minimal administrative overhead
Personal Growth and Lifestyle Choices
Adults stop evolving due to lack of focus, not lack of effort or intelligence
Escaping Canada during winters for a balanced, seasonal life
Eight months building, four months in recovery/relaxation
Jonathan Goodman's Upcoming Book
Title: "The Obvious Choice: Timeless Lessons on Success, Profit, Finding Your Way"
Published by HarperCollins, available in Kindle, Audible, and hardcover
Satisfaction guarantee, promising a full refund if buyers don't love it
Focuses on understanding different "games" in life and business, and mastering them
Includes 15 individual lessons and numerous stories, designed as an easy read
Transitioning from Traditional Job to Online Business
Choosing between being a businessperson and working a typical job
Started online venture while maintaining a full-time job
Affiliate marketing and self-publishing books during free time
"Freedom number": identifying monthly income needed to live
Structuring client base into A, B, and C levels, focusing on most reliable clients
Reducing in-person work hours as online income grew
Building an Online Audience and Business
Launched Personal Trainer Development Center
Collaborated with other authors and syndicated content to drive traffic
Engaged with audience to understand their needs
Developed "1K Extra" course to help personal trainers earn additional income
Leveraging available time efficiently to build a scalable content strategy
Promoting Software and Structuring Offerings
Promoted two software companies through books, generating significant commissions
Structured offerings for audience at different career stages
Online Trainer Academy: foundational course for online fitness education
High-end mentorship program with minimum income qualifications
Choosing the right customers who have proven ability to execute
Business Ladder and Scalable Solutions
Concept of a business ladder: needs and support change at different revenue thresholds
Streamlined software for program delivery, catering to a large user base
Prioritizing scalable solutions for beginners to eliminate ineffective efforts
High-end coaching program with personalized support and strong customer service
Content Creation and Long-Term Investment
Compares content creation to a savings account: long-term investment and growth
Importance of steady, thoughtful investment in content over time
Role of compounding in both financial and content realms
Misunderstanding of creative careers: expecting immediate success without long-term strategy
Advises against mimicking viral trends when not aligned with core business strategy
Differentiates between viral content and effective, business-centric content
❓ Questions
Here are 10 discussion questions based on the "Uploading..." podcast episode featuring Jonathan Goodman:
How can content creators strike a balance between creating viral content and content that aligns with their long-term business goals?
In what ways can understanding human behavior contribute to the longevity and success of an online business, as opposed to simply following trends?
How can content creators avoid burnout while building a scalable online audience? What strategies can they employ to maintain a healthy work-life balance?
What are some meaningful metrics for success in online business, beyond social media popularity and vanity metrics like likes and followers?
Discuss the concept of a "seasonal" lifestyle, as adopted by Jonathan Goodman. How can alternating between high-intensity work periods and recovery phases benefit entrepreneurs and content creators?
How can the "whales and minnows" approach in business, targeting both high-value and low-expectation offerings, be applied to different industries and niches?
Reflect on the idea that adults often stop evolving due to a lack of focus rather than a lack of effort or intelligence. How can individuals maintain a growth mindset throughout their lives and careers?
Discuss the concept of choosing between being a businessperson and working a typical job, and how the rules and incentives differ between these two paths.
How can understanding one's "freedom number" (the amount of money needed monthly to cover essential expenses) help in the transition from traditional employment to entrepreneurship?
Discuss the importance of understanding personal goals and leveraging available time efficiently to build a scalable content strategy. How can content creators treat their work as an essential task rather than an optional one?
🎬 Reel script
Hey there, it's Blaine from Uploading... and I just had an incredible conversation with Jonathan Goodman, a highly successful entrepreneur in the personal training space. In this episode, we dive deep into Jonathan's journey from being a personal trainer to building a multimillion-dollar business through the power of content creation.
We discuss the importance of understanding human behavior, avoiding the pitfalls of chasing trends, and focusing on metrics that truly matter for your business. Jonathan shares his insights on creating a balanced lifestyle, structuring your business for success, and the philosophy behind his upcoming book, "The Obvious Choice."
If you're an entrepreneur looking to scale your content, stay focused, and connect with like-minded individuals, you won't want to miss this episode. Head over to uploading.com to join our free private community and get access to top content creators like Jonathan Goodman. Don't forget to grab a copy of his book and follow him on social media @itscoachgoodman. Thanks for tuning in, and I'll see you in the next episode!
🔑 7 Key Themes
Launching a private community for content creators
Jonathan Goodman's entrepreneurial journey and success
Importance of understanding human behavior over trends
Content strategy: viral, value, and depth-based content
Measuring meaningful metrics beyond social media popularity
Seasonal lifestyle balancing work and personal life
Choosing between entrepreneurship and traditional employment paths
🎠 Social Carousel
Cover Slide:
10 Tips Every Content Creator Needs to Know
Slide 1:
Title: Understand Human Behavior
Explanation: Focus on timeless principles of human behavior rather than chasing fleeting trends.
Slide 2:
Title: Avoid Parade Problem
Explanation: Chasing trends exhausts you without providing significant benefits. Build a strong foundation instead.
Slide 3:
Title: Measure Meaningful Metrics
Explanation: Likes and followers aren't always effective business goals. Focus on metrics that drive business growth.
Slide 4:
Title: Tailor Content Strategy
Explanation: Differentiate between viral, value, and depth-based content. Tailor your strategy based on your goals.
Slide 5:
Title: Adopt Seasonal Lifestyle
Explanation: Alternate between high-intensity work periods and recovery phases to maintain balance and avoid burnout.
Slide 6:
Title: Target Diverse Offerings
Explanation: Employ a "whales and minnows" approach, targeting both high-value and low-expectation offerings.
Slide 7:
Title: Leverage Books Strategically
Explanation: Use books as baseline marketing tools with minimal administrative overhead to attract an audience.
Slide 8:
Title: Solve Your Problems
Explanation: Identify your own challenges and recognize them as potential needs within your community.
Slide 9:
Title: Invest in Content
Explanation: Treat content creation as a long-term investment, focusing on steady growth rather than immediate returns.
Slide 10 (CTA):
Ready to elevate your content game?
Follow @itscoachgoodman for more insights and grab a copy of "The Obvious Choice" today!
💎 Maxims
Here is a list of maxims to live by based on the key concepts explored in the Uploading... podcast episode with Jonathan Goodman:
Understand human behavior over chasing fleeting trends for long-term success in content creation and online business.
Focus on building a strong foundational understanding of your craft to ensure longevity rather than exhausting yourself by constantly chasing the latest fad.
Avoid Goodhart's Law by not letting metrics like likes and followers become your primary targets. Focus on meaningful business metrics.
Tailor your content strategy to your career stage and specific goals, finding the right mix of viral, value-based, and in-depth content.
Measure success through metrics that directly contribute to your business objectives, not just social media popularity.
Adopt a "seasonal" approach to life, alternating periods of high-intensity work with recovery phases. Prioritize different aspects of life in focused intervals.
Employ a "whales and minnows" business model, offering both premium high-value services and accessible low-cost options to serve customers at various stages.
Structure offerings like books with minimal overhead so they can serve as effective long-term marketing assets.
Lack of focus, not lack of effort or intelligence, is the main reason adults stop evolving. Maintain an intentional focus on personal growth.
Choose the "games" you want to play in life and business wisely, then master the specific rules and incentives of those games.
Know your "freedom number" - the minimum income needed to cover basic needs - and structure your work to reach it through your online ventures.
Build your audience by collaborating with others, syndicating content, and establishing a network that drives traffic to your platform.
Identify and solve your own problems, recognizing that they likely reflect needs in your wider community. This insight can spark successful business ideas.
Structure your offerings to match different customer stages without cannibalizing your own products. Provide clear pathways for customers to grow with you.
Provide the appropriate level of personalized service for high-end offerings while using streamlined, scalable solutions for entry-level products.
Invest steadily in creating content over time, treating it like a savings account that compounds. Avoid getting distracted by flashy viral trends not aligned with your strategy.
Be obsessive about the unique details and nuances of your market and craft. Develop deep expertise that sets you apart.
Make choices that give you more time and energy to invest in your own growth and development, avoiding false economies that limit your potential.
Let me know if you would like me to elaborate on any of these maxims in more detail. I'm happy to explore how to apply this wisdom to your specific goals and situation.
Interview Breakdown
In this episode of Uploading..., host Blaine chats with Jonathan Goodman, a prolific entrepreneur, author, and creator in the fitness industry. Jonathan shares his journey from personal trainer to building a multimillion-dollar business using his hard-earned insights on content creation, audience development, and business strategy.
Today, they'll cover:
Jonathan's path from personal trainer to successful online entrepreneur
Key principles for creating impactful, business-focused content
Developing offerings that serve your audience at different stages
Adopting a long-term, seasonal approach to work and life
Timeless lessons from Jonathan's upcoming book, "The Obvious Choice"
Short Recap
In this episode, Jonathan Goodman shares insights from his journey of building a multimillion-dollar fitness business through strategic content creation. He discusses key concepts like understanding audience needs, developing a scalable product ladder, and focusing on meaningful metrics for long-term success.
Short Blurb
Here is a short blurb for the podcast episode matching the tone, style and format of your example:
E87: In today's episode, I sit down with Jonathan Goodman, an extremely successful entrepreneur in the personal training space and author of 11 self-published books that have sold over 200,000 copies globally.
We dig into how Jonathan used content to grow a multimillion dollar business from scratch as a solo entrepreneur. If you've ever wondered how to turn content into a revenue-generating machine, this episode is for you.
On today's episode, you'll learn:
The 4 stages of content creation mastery
How to turn self-published books into serious revenue
Why chasing trends leads to burnout without results
The power of seasonal working to maximize productivity
Jonathan's "whales and minnows" approach to offerings
Fun fact: Jonathan has promoted two software companies just through his books, generating $1.2 million in commissions, with ongoing monthly earnings of $20-25k, even without recent promotion.
Whether you're just getting started with content creation or looking to take your existing content strategy to the next level, this episode is packed with actionable insights. Tune in now and learn how one of the best in the business has built a content empire.
New Idea
Idea #2: Understanding Your Customers' Needs
To build a successful business, focus on understanding and solving your customers' problems, as evidenced by:
Jonathan Goodman's "1K Extra" Course: By engaging with his audience and recognizing their need for additional income, Jonathan developed a course helping personal trainers earn an extra $1,000 monthly while maintaining a better schedule.
Tiered Product Offerings: Goodman structures his offerings to cater to customers at different career stages, providing an introductory Online Trainer Academy course and a high-end mentorship program for more advanced clients meeting minimum income qualifications.
Streamlined Software Solutions: Goodman's software company offers a simplified program delivery platform without unnecessary integrations, addressing the needs of a large user base and eliminating ineffective efforts for beginners.
1 Key Learning
Build a Content Strategy Based on Principles Over Trends
Jonathan Goodman advises against chasing fleeting trends in content creation and instead emphasizes building a strong foundational understanding of human behavior and business principles to ensure longevity in online business.
Content creators should focus on developing a deep understanding of their target audience's needs and psychology, allowing them to create valuable, evergreen content that resonates with their core market, rather than exhausting themselves by constantly adapting to short-lived trends.
Hustle Thread
Tweet 1:
Meet Jonathan Goodman, a successful entrepreneur and author.
He started as a personal trainer in Toronto.
Hitting a career cap, he sought new opportunities.
Today, he's a multimillion-dollar business owner.
Here's his inspiring journey: 🚀
Tweet 2:
Jonathan Goodman (@itscoachgoodman) is a fitness industry pioneer.
He's built a thriving online business and authored 11 books.
His newest book, "The Obvious Choice," shares timeless lessons on success.
Tweet 3:
Goodman's journey began with a pivotal moment.
A client gave him the book "Rich Dad, Poor Dad."
This sparked his interest in business development.
Tweet 4:
Goodman realized the importance of understanding human behavior over fleeting trends.
He likens chasing trends to a "parade problem."
Instead, he focused on building a strong foundation for long-term success.
Tweet 5:
Goodman's content strategy differentiated between viral, value, and depth-based content.
He tailored his approach based on his career stage and goals.
His philosophy: measure meaningful metrics beyond social media popularity.
Tweet 6:
Goodman's business employs a "whales and minnows" approach.
He targets both high-value and low-expectation offerings.
His books serve as baseline marketing tools with minimal overhead.
Tweet 7:
Goodman's personal growth philosophy emphasizes focus over effort or intelligence.
He believes adults stop evolving due to a lack of focus.
His seasonal lifestyle balances high-intensity work with recovery phases.
Tweet 8:
Through understanding his audience's needs, Goodman developed successful products.
His "1K Extra" course helped personal trainers earn more efficiently.
He solved his own problems, recognizing them as wider community needs.
Tweet 9:
From personal trainer to multimillion-dollar entrepreneur and author,
Jonathan Goodman's journey is a testament to the power of focus and understanding.
His advice: Choose the right "game" to play in life and business, and master it.
🧿 Viral Breakdown & CTA
Are your podcast clips struggling to get views? 🤔
Unlock the secrets to skyrocketing your clip engagement and reach! 🚀
As an entrepreneur with 11 self-published books and over 200,000 copies sold globally, I've mastered the art of creating captivating content.
Ready to discover the key to creating clips that keep viewers hooked? 📈
Here are the top 3 mistakes to avoid for irresistible clips:
Ignoring your audience's needs
Neglecting powerful hooks
Lacking compelling storytelling
Let's dive in...
Ignoring your audience's needs 😴
Your viewers are constantly asking, "What's in it for me?" If your clips don't immediately answer this question, they'll scroll past without a second thought. Focus on creating content that directly addresses your audience's pain points, desires, and curiosities. By putting their needs first, you'll capture their attention and keep them engaged.Neglecting powerful hooks 🎣
With repurposed clips, context is often missing, leaving viewers confused and disinterested. Invest 80% of your time crafting hooks that are polarizing, relatable, and have broad appeal. A captivating hook is the gateway to your content; without it, even the most valuable insights will go unnoticed. Remember, a 1% improvement in your video can lead to 1000x more views!Lacking compelling storytelling 📖
Every great clip follows a three-act narrative: setup, conflict, and resolution. When repurposing content, it's easy to forget the power of storytelling. Imagine you're sharing an anecdote with a friend at a bar—you're animated, foreshadowing, and building anticipation. Channel that energy and structure into your clips to keep viewers on the edge of their seats.
Want to learn more about creating irresistible content from top founders and operators? Tune in to the DTC Pod, where you'll gain invaluable insights to elevate your business across consumer, creator, and commerce sectors. 🎧💡
Uploading... Titles
Here are some exciting title options for this episode, following the format and style of the provided examples:
Jonathan Goodman, The Personal Trainer Development Center - Mastering Content Creation for Multimillion-Dollar Success
Jonathan Goodman, Online Trainer Academy - Scaling a Fitness Empire Through Self-Published Books
Jonathan Goodman, 1K Extra Course Creator - Helping Personal Trainers Boost Income and Improve Work-Life Balance
Jonathan Goodman, Successful Entrepreneur - Leveraging Content Strategy for Long-Term Business Growth
Jonathan Goodman, Author of 11 Books - Turning Self-Publishing into a Profitable Revenue Stream
Jonathan Goodman, Fitness Industry Innovator - Understanding Human Behavior for Sustainable Success
Jonathan Goodman, Business Philosopher - Choosing the Right "Game" to Play in Life and Entrepreneurship
Jonathan Goodman, Seasonal Lifestyle Advocate - Balancing High-Intensity Work with Purposeful Recovery Phases
Twitter Post 1
This 1 tip from Jonathan Goodman can help content creators achieve long-term success:
Treat content creation like a savings account.
Focus on steady, thoughtful investment over time rather than chasing fleeting viral trends for quick returns.
Mindsets
If you're hoping to build a successful content creation business, here are some mindset shifts that can help as you begin the process:
💭 Shift your focus from chasing trends to building a strong foundational understanding of your niche. Embracing this long-term approach will naturally change how you create content and help you establish a sustainable, scalable business.
💭 Adopt an investor's mentality. Instead of focusing your energy on immediate returns, treat your content like a savings account. How much value can you consistently invest in your content over time? (Shoutout to Jonathan Goodman for sharing this insightful analogy).
💭 View the challenges of content creation as opportunities for growth. Similar to building a new habit, developing a successful content strategy can have its moments of discomfort. Creating content, especially when you don't see immediate results, can be extremely challenging, almost discouraging. Instead of avoiding these moments, shift your perspective to view them as signs that you are making progress and strengthening your content creation skills.
Jonathan Goodman's new book, "The Obvious Choice: Timeless Lessons on Success, Profit, Finding Your Way," is now available on Kindle, Audible, and in hardcover.
Check it out for additional mindset shifts, as well as other practical advice for building a successful content creation business!
Future State, 6 reasons post
In the next 12 months, content creators aim to achieve sustainable audience growth, increased revenue streams, and a better work-life balance. However, many struggle with inconsistent content strategies, chasing fleeting trends, and neglecting long-term business goals. By implementing the right strategies and mindset, creators can build a thriving online business while maintaining a balanced lifestyle.
BACKGROUND:
In the past, content creators often faced challenges such as:
Inconsistent content creation and lack of focus
Chasing viral trends without aligning with core business goals
Burnout from constant content creation and trend-chasing
Difficulty scaling their online audience and revenue streams
However, by adopting a strategic approach and the right mindset, content creators can achieve:
Consistent, high-quality content that resonates with their target audience
A content strategy aligned with long-term business objectives
Sustainable growth and multiple revenue streams
A balanced lifestyle that prioritizes personal well-being and prevents burnout
To achieve this ideal future state, content creators should consider the following recommendations:
Develop a clear understanding of your target audience and their needs, tailoring your content strategy accordingly.
Create a mix of viral, value-based, and depth-based content, aligning your strategy with your career stage and goals.
Focus on meaningful metrics that directly contribute to your business, such as inbound inquiries and conversions, rather than vanity metrics like likes and followers.
Treat content creation as a long-term investment, consistently creating and nurturing your content "savings account" for compounding growth.
Adopt a seasonal approach to your work, alternating between high-intensity creation periods and recovery phases to maintain a balanced lifestyle.
Diversify your revenue streams by offering a range of products and services, catering to both high-value and low-expectation offerings.
By implementing these strategies, content creators can build a thriving online business that generates sustainable income, impacts their target audience, and allows for a balanced, fulfilling lifestyle.
P.S.
What strategies have you found effective in growing your online audience and revenue streams as a content creator?
Do you believe that adopting a long-term, strategic approach to content creation is crucial for success in the online business world?
Workbook
Certainly! Here's a workbook based on the key points discussed in the Uploading... podcast episode featuring Jonathan Goodman:
Workbook: Mastering Content Creation and Building a Successful Online Business
Section 1: Understanding Your Goals and Metrics
Define your "freedom number": Calculate your essential monthly expenses to determine the income you need to achieve financial independence.
Identify the metrics that directly contribute to your business success, such as inbound inquiries, rather than vanity metrics like social media likes and followers.
Reflect on your personal goals and how you can leverage your available time efficiently to build a scalable content strategy.
Section 2: Developing a Content Strategy
Differentiate between viral, value, and depth-based content. Tailor your content strategy based on your career stage and goals.
Understand the importance of investing in content creation for the long-term, rather than chasing short-term viral trends.
Identify the problems you've solved in your own life and consider how they might be wider community needs that can drive successful entrepreneurial ventures.
Section 3: Building and Scaling Your Online Business
Identify your ideal customer profile and understand their needs at different stages of their career or journey.
Develop a "business ladder" with offerings that cater to different customer segments, avoiding product cannibalization.
Determine when personalized service is needed versus scalable solutions, and structure your business accordingly.
Section 4: Adopting a Balanced Lifestyle
Consider adopting a "seasonal" lifestyle, alternating between high-intensity work periods and recovery phases.
Prioritize different aspects of your life, such as health, work, and family, by focusing on one at a time.
Reflect on how you can structure your work and personal life to achieve a balanced, sustainable lifestyle.
Section 5: Applying the Lessons from "The Obvious Choice"
Identify the different "games" you can choose to play in life and business, and determine which ones align with your goals and values.
Study the 15 individual lessons from Jonathan Goodman's book and consider how you can apply them to your own life and business.
Embrace the concept of long-term investment in personal and professional growth, rather than seeking immediate success.
Actionable Exercises:
Create a content calendar that balances viral, value, and depth-based content, tailored to your target audience and business goals.
Develop a product or service that addresses a problem you've solved in your own life, and validate its potential as a wider community need.
Map out your ideal customer journey and create a "business ladder" with offerings that cater to their needs at different stages.
Design a "seasonal" schedule that incorporates both high-intensity work periods and recovery phases, and implement it for the next 90 days.
Read "The Obvious Choice" by Jonathan Goodman and write a reflection on how you can apply its lessons to your life and business.
By working through this workbook and completing the actionable exercises, you'll be well on your way to mastering content creation and building a successful online business while maintaining a balanced lifestyle.
Tweet thread on learnings
Here's a tweet thread based on the key takeaways from the podcast episode with Jonathan Goodman:
Tweet 1:
Just listened to an incredible episode of Uploading... with @itscoachgoodman, a successful entrepreneur in personal training and author of 11 self-published books.
My biggest takeaways from the discussion on using content to grow a multimillion-dollar business: 👇
Tweet 2:
Understand Human Behavior Over Fleeting Trends
Chasing trends leads to exhaustion without significant benefit.
Build a strong foundational understanding to ensure longevity in online business.
Focus on metrics that directly contribute to your business goals.
Tweet 3:
Differentiate Your Content Strategy
Viral content gets attention but doesn't always drive business.
Value-based content nurtures your audience and establishes trust.
Depth-based content showcases your expertise and attracts high-value clients.
Tailor your strategy based on your career stage and goals.
Tweet 4:
Measure Meaningful Metrics for Success
Likes and followers aren't always effective business goals.
Focus on metrics that directly contribute to your business, like inbound inquiries and sales.
Avoid Goodhart's Law: When a metric becomes a target, it loses its value as a metric.
Tweet 5:
Adopt a Seasonal Lifestyle for Balance
Alternate between high-intensity work periods and recovery phases.
Prioritize different life aspects like health, work, and family by focusing on one at a time.
Escape to different environments to create a seasonal, balanced life.
Tweet 6:
Structure Your Business for Scalability
Create multiple business arms to diversify your income streams.
Employ a "whales and minnows" approach, targeting both high-value and low-expectation offerings.
Use books as baseline marketing tools with minimal administrative overhead.
Tweet 7:
Invest in Content Creation for Long-Term Growth
Treat content creation as a long-term investment, like a savings account.
Steady, thoughtful investment in content over time yields better results than seeking immediate viral success.
Understand the role of compounding in both financial and content realms.
Tweet 8:
Align Your Content with Your Core Business Strategy
Avoid trying to mimic viral trends when they aren't aligned with your core business.
Differentiate between entertainment content and business-driven content.
Focus on creating effective, business-centric content that aligns with your long-term goals.
Tweet 9:
Listen to the full episode of Uploading... with @itscoachgoodman to learn more about mastering the four stages of content creation and turning self-published books into significant revenue streams.
Link: [insert link to the episode]
Youtube Description
Unleashing the Power of Content Creation with Jonathan Goodman | Uploading...
Join us for an enlightening conversation with Jonathan Goodman, a seasoned entrepreneur and author who has mastered the art of content creation and self-publishing. In this episode, we dive deep into the strategies that have propelled Jonathan to extraordinary success.
🚀 Discover the four stages of content creation and how to navigate them effectively
📚 Learn how Jonathan turned his self-published books into a global phenomenon with over 200,000 copies sold
💡 Gain insights into building a solid foundation for long-term success in the online business world
🌊 Understand the concept of the "parade problem" and why chasing trends can lead to burnout
📈 Explore the importance of measuring meaningful metrics beyond likes and followers
🎯 Find out how to tailor your content strategy based on your career stage and goals
🐳 Dive into Jonathan's "whales and minnows" approach to business offerings
🌴 Learn about Jonathan's "seasonal" lifestyle philosophy for achieving work-life balance
📖 Get a sneak peek into Jonathan's upcoming book, "The Obvious Choice: Timeless Lessons on Success, Profit, Finding Your Way"
Jonathan shares his journey from being a personal trainer in Toronto to becoming a successful entrepreneur and author. He emphasizes the importance of understanding human behavior, building a strong foundation, and focusing on metrics that directly contribute to business growth.
This episode is packed with valuable insights, practical advice, and thought-provoking ideas that will inspire you to elevate your content creation game and build a thriving online business.
Don't miss this opportunity to learn from one of the best in the industry! 🔥
Watch now and unlock the secrets to content creation success! 🔓
Remember to like, share, and subscribe for more incredible content! 👍
Connect with Jonathan Goodman:
Instagram: @itscoachgoodman
Twitter: @itscoachgoodman
Get your copy of "The Obvious Choice: Timeless Lessons on Success, Profit, Finding Your Way" today! Available in Kindle, Audible, and hardcover formats.
#ContentCreation #Entrepreneurship #SelfPublishing #OnlineBusiness #PersonalBranding
Simplify
I apologize, but I don't have enough context to simplify the language without knowing which specific part of the episode summary you are referring to. The summary already uses relatively straightforward language to convey the key points discussed in the podcast episode.
If you have a particular section or concept in mind that you would like me to explain more simply, please provide more details or context. I'd be happy to assist in breaking down any complex ideas into more easily understandable terms.
Uploading LinkedIn-YouTube
@Jonathan Goodman has sold over 200,000 copies of his self-published books and built a multimillion-dollar business in the fitness industry through his company @The Personal Trainer Development Center.
In this episode of Uploading..., Jonathan joins @blaine to discuss his journey from personal trainer to successful entrepreneur. He shares insights on mastering the four stages of content creation, turning self-published books into significant revenue streams, and understanding human behavior to ensure longevity in online business.
Jonathan also dives into his "seasonal" lifestyle philosophy, the importance of measuring meaningful metrics for success, and his upcoming book, "The Obvious Choice: Timeless Lessons on Success, Profit, Finding Your Way."
Tune in for valuable lessons on building a thriving business through strategic content creation and a focus on long-term growth.
Full episode here: [YouTube link]
#uploading #entrepreneurship #contentcreation #onlinebusiness #selfpublishing #fitnessindustry #personaldevelopment #businessgrowth
5 Characteristics of Winners
Here is a short post about the characteristics of winners based on the recording with Jonathan Goodman:
The characteristics that set winners apart in business and content creation:
✅ Focusing on the long game vs chasing trends
✅ Deeply understanding your market and audience
✅ Building a strong foundation of knowledge
✅ Tracking meaningful metrics beyond vanity stats
✅ Balancing intense work with recovery periods
Does this match the requested tone, style and format? Let me know if you would like me to modify anything in the post.
The Rule, The Process, Keys to Success
Here is the short post based on the podcast episode with Jonathan Goodman, following the style and format of the provided example:
Jonathan Goodman is a perfect example of the 80/20 rule in action.
When it comes to content creation for his business, he considers himself an expert at 80% of the process - which involves understanding his audience deeply and developing valuable, evergreen content that solves their problems. This part, he absolutely loves.
Then there's the other 20% - chasing viral trends, constantly promoting on social media, and trying to game the algorithms for more likes and followers. And it's a slog. He finds it exhausting and unfulfilling.
Because that part can easily consume all your time and energy if you let it.
You have to keep jumping on the latest trending audio or video style. A new platform emerges, dive in. An algorithm changes, adapt your whole strategy. Then a new trend pops up and you have to pivot yet again. 😡
Fun fact, one of the only content pieces Jonathan feels is 100% on point for his audience is his book "Ignite the Fire" which he wrote to help personal trainers build their careers.
I give Jonathan a lot of credit because he is disciplined about always circling back to foundational principles and his core audience's needs, even if it means passing up fleeting opportunities to chase clout.
There's always a new tactic you could try or a trending topic you could newsjack to get a short-term boost, even if it doesn't necessarily serve your business long-term. But he stays focused on the bigger picture and invests in content that will stand the test of time.
Honestly, most entrepreneurs never feel like their content is perfectly optimized - that temptation to chase trends tends to get the best of them.
I've heard similar philosophies from other successful creators and founders.
The quest to keep up with constantly changing social media trends feels like a never-ending treadmill...even when you're seeing some results. There's always a new dance you could learn, a popular sound you could lip sync to, an influencer you could collab with for clout.
What's been helpful for Jonathan is serving a specific niche community versus trying to appeal to a broad general audience. He knows he'll never please everyone, so by honing in on a focus, he has a sense of what's going to resonate and can invest his time and energy accordingly.
Don't create for everyone, and don't create for what's currently trending, but what aligns with your existing business. The last piece is considerably easier to optimize.
3 bullets 3 bullets (dakota)
Here's a post based on the key strategies and ideas discussed by Jonathan Goodman in the Uploading... podcast episode, written in a similar tone and format to the example provided:
Most successful content creators:
• Don't chase fleeting trends
• Don't focus on vanity metrics
• Don't expect overnight success
They understand:
• Content is a long-term investment
• Providing real value trumps virality
• Consistency and discipline are key
Tailor your content strategy to your unique goals and strengths. Your dream business is within reach.
Framework To Build From Scratch
Alright, here's a Twitter post based on the strategies discussed in the recording, following the style and format of the example:
If I had to build a 6-figure online biz from scratch, here's the content framework I'd use:
(This is exactly what @itscoachgoodman did to sell 200K+ books and build a 7-figure biz)
To turn strangers into raving fans (who eagerly buy from you), focus on 3 key things:
• Timeless principles over fleeting trends
• Solving your audience's real problems
• Building trust through valuable content
So...
How do you create content that builds trust and drives sales?
By using the VSD Framework.
It breaks down like this...
The "V" stands for Viral Content.
This content boosts your reach and gets people talking about you.
Create content around:
• Trending topics in your niche
• Controversial opinions (backed by facts)
• Eye-catching visuals and stories
But don't chase trends endlessly. Tie it back to your core message.
The "S" stands for Serving Content.
This positions you as a trusted authority who deeply understands your audience.
Focus on creating:
• How-to guides and tutorials
• Answers to common questions
• Case studies showing real results
Don't just entertain. Educate and empower your audience to succeed.
Finally, the "D" stands for Depth Content.
This is where you share your unique philosophy and worldview.
Create content that:
• Tells your personal story
• Explains your "why" behind what you do
• Shares your take on industry topics
Don't be afraid to be different. Polarization creates loyal fans.
Weave these 3 types of content into your strategy and watch your influence (and income) soar.
Focus on timeless principles, not just flash-in-the-pan trends.
3 Success Strategies
Here are 3 strategies for success based on Jonathan Goodman's insights:
Master the Four Stages of Content Creation
Successful content creators understand that there are distinct stages to the journey, each requiring a tailored approach.
The first stage is all about building a solid foundation of knowledge in your niche. This means diving deep into your industry, understanding the nuances, and identifying the key challenges your audience faces.
As you progress, you can start crafting viral content that grabs attention and sparks conversations. But don't get caught up in chasing fleeting trends—the real goal is to create value-packed posts that showcase your expertise and provide tangible solutions.
Finally, you'll reach a point where you can create depth-based content that cements your authority and sets you apart as a true thought leader. This is the content that will continue to drive results long after it's published.
Focus on Meaningful Metrics
It's easy to get caught up in vanity metrics like likes and followers, but true success lies in measuring what actually moves the needle for your business.
Instead of chasing arbitrary numbers, focus on the metrics that directly contribute to your bottom line. This might be inbound inquiries, product sales, or client retention rates.
Remember Goodhart's Law: When a metric becomes a target, it loses its value as a metric. So rather than optimizing for surface-level engagement, dig deeper and track the outcomes that truly matter.
By aligning your content strategy with your core business goals, you'll be able to create a sustainable, profitable online presence that stands the test of time.
Embrace a Seasonal Approach to Life and Business
Building a successful online business is a marathon, not a sprint—and if you want to go the distance, you need to pace yourself.
Jonathan advocates for a "seasonal" lifestyle, where periods of intense work are followed by intentional phases of rest and recovery. This means being fully present and focused during your "on" seasons, but also giving yourself permission to step back and recharge when needed.
The same principle applies to your content strategy. Rather than trying to be everywhere at once, focus on one platform at a time and go all-in. Master the nuances, build genuine connections, and establish yourself as a go-to resource in your niche.
Then, when the time is right, you can expand your reach and conquer new platforms with the same level of dedication and expertise.
By embracing a seasonal approach, you'll be able to sustain your momentum over the long haul and avoid the burnout that plagues so many content creators.
Episode Summary
Jonathan Goodman is a successful entrepreneur, well-known thought leader in the personal training industry, and author of 11 self-published books, which have sold over 200,000 copies worldwide.
In this episode of Uploading..., Jonathan shares his insights on building a multimillion-dollar business using content, mastering the four stages of content creation, and turning self-published books into significant revenue streams. He discusses the importance of understanding human behavior over following fleeting trends, building a strong foundational understanding to ensure longevity in online business, and adopting a "seasonal" lifestyle to prioritize different aspects of life while avoiding burnout.
Blaine Content Sample
Mastering the 4 Stages of Content Creation Unlocked My Multimillion-Dollar Business, and Here's How…
Just a few years ago, I was a personal trainer in Toronto feeling stuck in my career. Now, I've built a multimillion-dollar empire with 11 self-published books selling over 200,000 copies globally.
The secret to my success? Understanding and effectively navigating the four critical stages of content creation. Here's what I've learned:
Chasing Trends is a Losing Game
Early on, I realized that constantly chasing the latest trends was a surefire path to burnout without significant benefits. I call this the "parade problem."
Instead of exhausting yourself trying to keep up with fleeting fads, focus on building a strong foundational understanding of human behavior. This approach ensures longevity in the online business world.
Tailor Your Content Strategy to Your Goals
Not all content is created equal. Viral, value-based, and depth-based content each serve different purposes. The key is to align your content strategy with your current career stage and long-term objectives.
Don't get caught up in vanity metrics like likes and followers. Instead, prioritize the metrics that directly contribute to your business success, such as inbound inquiries and conversions.
Embrace a Seasonal Lifestyle for Balance
To avoid burnout and maintain a healthy work-life balance, I've adopted a "seasonal" approach. I alternate between high-intensity work periods and recovery phases, focusing on different aspects of my life—health, work, and family—one at a time.
This strategy allows me to recharge and come back to my work with renewed energy and fresh perspectives.
Diversify Your Business Structure
As my empire grew, I diversified my business into multiple arms, including coaching and software. I employ a "whales and minnows" approach, targeting both high-value and low-expectation offerings to cater to different segments of my audience.
My books serve as baseline marketing tools and are structured with minimal administrative overhead, allowing me to scale my reach and impact without sacrificing efficiency.
By mastering these four stages of content creation and applying these principles consistently, I've been able to turn my passion for helping others into a thriving, multimillion-dollar business. If you're looking to unlock your own potential in the online world, start by focusing on these key areas and watch your success soar.
1 most actionable piece of advice
Focus on content that aligns with your long-term business goals.
Gregs LinkedIN Example
Jonathan Goodman's $20M Personal Brand Playbook for 2025
Start with content (you're the expert)
Use AI to 10x content production (work smarter, not harder)
Build custom content funnels (automate your expertise)
Content becomes the product (scalable you)
1:1 coaching becomes the luxury add-on
Congrats, you've created an infinitely scalable personal brand
Old model: time for coaching
New model: content for money
Key to winning:
Best content in your niche (your unique POV)
Slickest UX for your content machine
Strong community who love your brand
Knowing when to offer high-touch service
2020: "I'm an online fitness coach"
2025: "My content is my product"
Tony Robbins has a $500M personal brand and a team of coaches.
And "his model is my opportunity"
You can take a slice of that $500M and build a mini version with like 2 employees and 1M content assets
People always made fun of influencers. Especially in business circles.
"You have to keep pumping out content. What kind of business is that lol". Not anymore.
Scale with AI-powered content. Tech isn't 100% ready yet, but get ready.
Might be one of the best businesses to be in. Happy building.
Questions Shownotes
Here are 20 questions that listeners will learn by tuning into this Uploading... podcast episode with Jonathan Goodman:
What inspired Jonathan Goodman to transition from personal training to online entrepreneurship?
How did the book "Rich Dad, Poor Dad" by Robert Kiyosaki influence Jonathan's business mindset?
What is the "parade problem" and how does it relate to chasing trends in content creation?
Why does Jonathan emphasize understanding human behavior over following fleeting trends?
What is Goodhart's Law and how does it apply to social media metrics?
How does Jonathan differentiate between viral, value, and depth-based content in his content strategy?
What meaningful metrics does Jonathan focus on for measuring success beyond social media popularity?
How does Jonathan's "seasonal" lifestyle help him prioritize different aspects of his life?
What is the "whales and minnows" approach Jonathan employs in his business structure?
How does Jonathan use his books as baseline marketing tools with minimal administrative overhead?
Why does Jonathan believe adults often stop evolving due to a lack of focus?
How did Jonathan structure his client base to focus on his online work while maintaining a full-time job?
What is a "freedom number" and how did Jonathan calculate his to pursue his online venture?
How did Jonathan build an audience for the Personal Trainer Development Center through collaboration and content syndication?
How does Jonathan leverage his audience's needs to develop successful courses like "1K Extra"?
What is the role of Jonathan's books in promoting his software companies and generating ongoing revenue?
How does Jonathan structure his offerings to cater to different stages in his audience's careers while avoiding product cannibalization?
What is the concept of a business ladder and how do service business needs change at different revenue thresholds?
How does Jonathan prioritize scalable solutions for beginners to eliminate ineffective efforts and save resources?
What parallels does Jonathan draw between content creation and long-term investment strategies like Warren Buffett's approach?
Episode summary
Jonathan Goodman is a renowned entrepreneur, author of 11 self-published books with over 200,000 copies sold globally, and a successful online business owner in the personal training industry.
In this episode of Uploading..., Jonathan shares his insights on using content to grow a multimillion-dollar business, mastering the four stages of content creation, and turning self-published books into significant revenue streams. He also discusses his philosophy on personal growth, lifestyle choices, and the importance of understanding human behavior over chasing fleeting trends in content creation.
Lead Magnet Idea
"Mastering the Art of Content Creation: A Practical Guide for Online Entrepreneurs"
Description
This lead magnet is a comprehensive guide designed to help online entrepreneurs create effective, engaging content that drives business growth. Drawing on the insights from Jonathan Goodman's interview, it could be packaged as a visually appealing PDF guide that covers the essential aspects of content creation for online businesses.
Components:
Introduction to Content Creation for Online Entrepreneurs
Overview of the importance of content creation for online businesses, highlighting key points from the episode.
Identifying Your Target Audience
Worksheet with questions to help entrepreneurs identify their ideal customer profile and understand their audience's needs and preferences.
Examples and inspiring excerpts from the episode to illustrate how to effectively engage with your audience.
Content Strategy Framework
Detailed outline of Jonathan Goodman's content strategy, differentiating between viral, value, and depth-based content.
Visual representation of how to tailor content strategy based on career stage and business goals.
Creating Engaging Content
List of content ideas for each type of content (viral, value, depth-based), including examples like trending topics, educational posts, and in-depth guides.
Templates for creating compelling headlines, hooks, and optimizing content for different platforms.
Measuring Success and Avoiding Burnout
Introduction to Goodhart's Law and the importance of focusing on meaningful metrics beyond likes and followers.
Practical tips on setting goals, tracking progress, and adjusting strategy based on performance.
Advice on adopting a "seasonal" approach to work and life to avoid burnout and maintain a healthy work-life balance.
Scaling Your Online Business
Overview of Jonathan Goodman's "whales and minnows" approach to business, targeting both high-value and low-expectation offerings.
Tips on leveraging books and other content as marketing tools to drive business growth.
Bonus Resources
Curated list of tools and resources for content creation, performance tracking, and online business management.
Exclusive excerpt from Jonathan Goodman's upcoming book, "The Obvious Choice: Timeless Lessons on Success, Profit, Finding Your Way."
Visual Appeal:
Use a clean, modern design with easy-to-read fonts and a color scheme that aligns with your brand.
Include relevant images, icons, and illustrative charts to break up the text and make the guide visually engaging.
Embed quotes from the podcast to reinforce key points and add credibility.
Call to Action:
Download Instruction:
Clear steps on how to download the full guide.
Invitation to Engage:
Encourage users to join your private community for online entrepreneurs to access exclusive content, connect with other creators, and receive personalized support.
Follow-Up Offer:
Offer a free consultation or a discount on your coaching or software services to help entrepreneurs take their online business to the next level.
Example CTA:
"Ready to take your content creation skills to the next level? Download the 'Mastering the Art of Content Creation' guide now and start creating content that drives real business results! For more exclusive insights and personalized support, join our private community for online entrepreneurs or book a free consultation with our experts today."
By providing practical insights and actionable strategies, this lead magnet not only delivers immediate value but also encourages further engagement with your content and services, helping online entrepreneurs build successful, sustainable businesses.
5 reasons why with a PS
I self-published 11 fitness books over the last 15 years and sold over 200,000 copies worldwide. Here are the 5 non-secret secrets to turning your self-published books into major revenue streams:
Don't chase trends
Build a deep understanding of timeless human behaviors
Always be studying what drives people's core motivations
Avoid the "parade problem" of chasing temporary fads
Create different types of content
Viral content gets attention but doesn't last
Evergreen how-to content provides enduring value
Deep, unique POV content establishes your authority
Use the right mix based on your goals and career stage
Focus on metrics that matter
Social media popularity doesn't equal business success
Track things that directly impact revenue, like leads generated
Ignore vanity metrics that become false targets
Likes and followers matter less than inbound customer inquiries
Structure offerings to scale
Have entry level DIY products anyone can access
Provide high-end services for top clients who are ready
Promote affiliate products that complement your own
Avoid cannibalizing your products by spacing out your ladder
Play the long game
Treat content like compounding interest in a savings account
Invest in it steadily and thoughtfully over time
Resist the urge to go for quick, unsustainable viral hits
Build intellectual property assets that appreciate in value
You don't need a big publisher's backing to have a successful book-based business.
In fact, retaining full ownership gives you way more options.
Ignore the hype around mega-advances and splashy book launches.
Focus on creating evergreen assets and growing your catalog.
Year after year.
P.S.
This Friday, I'm sharing the detailed strategy behind how I've generated over $1M in passive income from promoting just two software tools in my books - without any recent marketing. We only have 100 spots. If you want the blueprint for turning your self-published books into recurring revenue in 2023, join me here: https://lnkd.in/g3aDHjk8
Episode Notes
SUMMARY OF EPISODE
In this episode of "Uploading...", host Blaine is joined by Jonathan Goodman, a successful entrepreneur in the personal training industry and author of 11 self-published books with over 200,000 copies sold globally.
The conversation covers a wide range of topics, including:
Using content to grow a multimillion-dollar business.
Mastering the four stages of content creation.
Turning self-published books into significant revenue streams.
Understanding human behavior over following fleeting trends.
Building a strong foundational understanding to ensure longevity in online business.
The importance of measuring meaningful metrics for success beyond social media popularity.
Jonathan shares his philosophy on personal growth, lifestyle choices, and the concept of choosing between being a businessperson and working a typical job. The discussion serves as a valuable resource for content creators and entrepreneurs looking to build sustainable and scalable businesses.
BULLET POINTS OF KEY TOPICS
Content Strategy and Business Philosophy [15:30]
Jonathan differentiates between viral, value, and depth-based content, tailoring his strategy based on career stage and goals. He emphasizes measuring meaningful metrics for success beyond social media popularity, focusing on those that directly contribute to business growth, such as inbound inquiries.
Building a Scalable Online Audience [25:00]
The conversation highlights the ease of burning out in content creation and the importance of building a scalable online audience. Jonathan discusses his journey from personal training to online entrepreneurship, leveraging his audience's needs to develop successful courses and products.
Structuring Business Offerings [40:00]
Jonathan has structured his offerings to cater to his audience at different stages in their careers, avoiding product cannibalization. He provides a foundational online fitness education course, a high-end mentorship program, and a streamlined software solution for program delivery.
Content Creation as a Long-Term Investment [55:00]
Jonathan compares content creation to a savings account, emphasizing the importance of long-term investment and growth rather than immediate returns. He and Blaine discuss the role of compounding in both financial and content realms, drawing parallels to Warren Buffett's investment strategy.
Aligning Content with Business Strategy [1:05:00]
Jonathan advises against trying to mimic viral trends when they aren't aligned with one's core business strategy, warning against confusing entertainment content with business-driven content. Blaine underscores the difference between viral content and effective, business-centric content that aligns with long-term goals.
Goodhart's Law and Metrics [1:15:00]
The discussion touches on Goodhart's Law, a concept stating that when a metric becomes a target, it loses its value as a metric. This highlights the importance of focusing on meaningful metrics that contribute to business success rather than vanity metrics like social media likes and followers.
Episode Summary
Jonathan Goodman is an entrepreneur, personal trainer, and author of 11 self-published books, with over 200,000 copies sold globally. He has successfully built a multimillion-dollar business by leveraging content creation and understanding human behavior.
In this episode of Uploading..., Jonathan discusses his journey from personal trainer to successful online entrepreneur. He shares insights on mastering the four stages of content creation, turning self-published books into significant revenue streams, and adopting a balanced "seasonal" lifestyle for personal growth and success. The conversation also covers his upcoming book, "The Obvious Choice: Timeless Lessons on Success, Profit, Finding Your Way," and his philosophy on understanding the different "games" one can choose to play in life and business.
Interview Breakdown
Today, Jonathan Goodman shares his entrepreneurial journey, revealing how he transformed his passion for personal training into a multimillion-dollar business. He discusses the importance of understanding human behavior, creating valuable content, and adopting a balanced lifestyle for long-term success.
In this episode, we cover:
Jonathan's transition from personal trainer to successful entrepreneur
The four stages of content creation and their role in business growth
Strategies for turning self-published books into significant revenue streams
The importance of focusing on meaningful metrics beyond social media popularity
Jonathan's upcoming book, "The Obvious Choice: Timeless Lessons on Success, Profit, Finding Your Way"
Interview Breakdown
Sure, here are the shownotes in the requested format, matching the tone, style and format of your example:
In this episode, Jonathan Goodman shares his invaluable insights on building a successful online business through strategic content creation. He discusses his journey from personal trainer to self-published author and online entrepreneur, highlighting the key lessons he's learned along the way.
Today, Jonathan will cover:
His philosophy on understanding human behavior over chasing fleeting trends
The importance of building a strong foundation for long-term success in online business
The four stages of effective content creation and how to master them
Structuring offerings to cater to your audience at different stages of their journey
His upcoming book "The Obvious Choice" and the powerful lessons it contains
This episode distills Jonathan's extensive experience into actionable strategies you can apply to grow your own online business through smart, scalable content.
Short Recap
Jonathan Goodman shares his journey of building a multimillion-dollar fitness business through strategic content creation. He discusses key concepts for long-term success, including understanding audience needs and developing a scalable product ladder.
Episode Summary
Jonathan Goodman, a successful entrepreneur, personal trainer, and author of 11 self-published books, has sold over 200,000 copies worldwide and built a multimillion-dollar business through content creation and understanding human behavior.
In this episode of Uploading..., Jonathan shares his journey from personal trainer to online entrepreneur, discussing the four stages of content creation, turning self-published books into revenue streams, and adopting a balanced "seasonal" lifestyle. He also discusses his upcoming book, "The Obvious Choice: Timeless Lessons on Success, Profit, Finding Your Way," and his philosophy on understanding the different "games" in life and business.
Short Recap
In this episode, Jonathan Goodman shares his journey from personal trainer to successful entrepreneur, having sold over 200,000 books and built a multimillion-dollar business. He breaks down his content strategy and business philosophy, emphasizing the importance of understanding human behavior, focusing on meaningful metrics, and adopting a balanced "seasonal" approach to work and life.
Interview Breakdown
In this episode, successful entrepreneur and author Jonathan Goodman shares his wealth of knowledge on building a thriving online business through strategic content creation. He takes us through his inspiring journey, from his early days as a personal trainer in Toronto to becoming a self-published author with over 200,000 books sold worldwide and running multiple successful online ventures.
In today's discussion, you'll discover:
Jonathan's insightful philosophy on prioritizing a deep understanding of human behavior over chasing short-lived trends
The critical importance of establishing a strong foundation to ensure long-term success and longevity in the online business world
A comprehensive breakdown of the four essential stages of content creation and practical advice on mastering each stage
Proven strategies for structuring your offerings to effectively cater to your audience's needs at various stages of their journey
An exclusive look into Jonathan's upcoming book, "The Obvious Choice," packed with powerful lessons on success, profit, and finding your way
This episode is a distillation of Jonathan's extensive experience and expertise, providing you with actionable strategies and valuable insights to help you grow your online business through intelligent, scalable content creation.
Interview Breakdown
In this episode of Uploading..., host Blaine welcomes Jonathan Goodman, a highly successful entrepreneur, author, and content creator in the fitness industry. Jonathan generously shares his journey from being a personal trainer in Toronto to building a multimillion-dollar online business empire, offering invaluable insights on effective content creation, audience development, and business strategy that he's learned along the way.
In this value-packed discussion, they dive into:
Jonathan's transformative journey from personal trainer to successful online entrepreneur
The key principles for creating impactful, business-focused content that resonates with your audience
How to develop a range of offerings that serve your audience at different stages of their journey
Adopting a balanced, seasonal approach to work and life for long-term success and fulfillment
Powerful, timeless lessons from Jonathan's upcoming book, "The Obvious Choice," on mastering the game of business and life
Whether you're just starting out or looking to take your online business to the next level, this episode is a goldmine of hard-won wisdom and practical strategies from one of the industry's most accomplished and respected figures. Tune in now and discover how to unlock your own path to success in the digital world.
💬 Keywords
Personal branding, Content creation, Private community, Entrepreneurship, Self-publishing, Online business, Trends, Business development, Human behavior, Viral content, Value-based content, Depth-based content, Social media metrics, Business metrics, Seasonal lifestyle, Work-life balance, Business structure, Personal growth, Satisfaction guarantee, Affiliate marketing, Freedom number, Audience building, Content syndication, Product development, Software promotion, Customer segmentation, Business ladder, Scalable solutions, Content investment, Long-term strategy
3 Success Strategies
Here are 3 key strategies for success based on Jonathan Goodman's insights:
Focus on Foundational Principles Over Fads
In a world obsessed with the latest shiny objects and fleeting trends, it's tempting to get caught up in the never-ending chase. But as Jonathan wisely points out, true staying power comes from mastering the fundamentals.
Instead of exhausting yourself trying to keep up with the "content parade," invest your energy in developing a deep understanding of human behavior and the timeless principles that drive success in your industry.
Build your business on a bedrock of evergreen knowledge, and you'll be well-equipped to weather any storm and thrive for the long haul.
Adopt a "Seasonal" Approach to Work and Life
In today's hustle culture, the pressure to be "on" 24/7 is all too real. But as Jonathan's personal journey illustrates, there's immense value in embracing a more cyclical, "seasonal" approach to productivity.
By intentionally alternating between periods of intense focus and deliberate rest and recovery, you can bring your full energy and creativity to the table when it matters most—without burning out in the process.
Give yourself permission to prioritize different areas of your life at different times, trusting that everything will balance out in the end. You'll be amazed at how much more you can accomplish when you work with your natural rhythms, not against them.
Choose the Right Metrics for Success
In the age of social media, it's all too easy to get caught up in the vanity metrics of likes, follows, and viral hits. But as Jonathan's track record shows, true business success often lies in the metrics that don't make headlines.
Rather than chasing popularity for its own sake, focus on the numbers that directly impact your bottom line—whether that's inbound leads, customer lifetime value, or revenue growth.
Remember, the goal isn't to be everywhere and everything to everyone. It's to build a sustainable, profitable business that serves your ideal customers and supports the lifestyle you desire. Keep your eye on the prize, and let the rest fall into place.
3 Success Strategies
Here are 3 success strategies based on Jonathan Goodman's insights:
Embrace the Seasonal Approach to Work and Life
In a world that glorifies the hustle, Jonathan Goodman swears by a more balanced path to success.
His secret weapon? Embracing a "seasonal" lifestyle that alternates between periods of intense focus and intentional recovery.
Here's how it works: Jonathan dedicates 8 months of the year to going all-in on his business ventures, pouring his energy into creating content, launching products, and scaling his impact. But when those 8 months are up, he shifts gears and spends the remaining 4 months focusing on rest, relaxation, and recharging his batteries.
By structuring his year in this way, Jonathan is able to maintain a sustainable pace without burning out or sacrificing his well-being. He recognizes that peak performance requires periods of peak recovery—and he's not afraid to prioritize both.
Master the Different Games of Business
Not all businesses are played by the same rules—and according to Jonathan Goodman, the key to winning big is understanding which game you're playing.
In his upcoming book, "The Obvious Choice," Jonathan dives deep into the different "games" entrepreneurs can choose to play, each with its own unique set of challenges and rewards. He argues that success hinges on identifying which game aligns with your strengths and values—and then mastering its intricacies.
For example, if you're playing the game of online content creation, you'll need to develop a keen understanding of your target audience, craft compelling hooks that grab attention, and consistently deliver value that keeps readers coming back for more.
On the other hand, if you're playing the game of high-ticket coaching, your focus will be on building deep relationships with a smaller pool of clients, delivering transformative results, and leveraging social proof to attract new business.
The key is to be intentional about the game you choose—and then commit to becoming a world-class player.
Solve Your Own Problems (and Then Teach Others)
Some of the most successful businesses are born from a founder's personal pain points—and Jonathan Goodman's ventures are no exception.
When he hit a ceiling in his career as a personal trainer, Jonathan didn't wallow in frustration. Instead, he started exploring ways to scale his impact and income beyond the confines of one-on-one training sessions.
Through trial and error, he discovered the power of online content creation and product development. He began sharing his insights with other personal trainers who were facing similar challenges—and soon realized that he had stumbled upon a massive opportunity.
By solving his own problems and then teaching others how to do the same, Jonathan was able to build a multimillion-dollar business that has impacted thousands of fitness professionals around the world.
The lesson? Don't be afraid to lean into your own struggles and experiences as a source of inspiration for your business. Chances are, if you're grappling with a particular challenge, others in your industry are too—and they'll be eager to learn from someone who has walked the path before them.
3 Success Strategies
Here are 3 strategies for success from Jonathan Goodman:
Play the Long Game with Content
In the world of online business, it's all too easy to get caught up in the pursuit of viral hits and overnight success. But as Jonathan Goodman knows firsthand, true staying power comes from playing the long game with content.
Think of your content like a savings account. Every piece you publish is a small but significant deposit that compounds over time. While the returns may not be immediate, the cumulative effect is a treasure trove of evergreen assets that continue to drive results for years to come.
The key is to focus on creating timeless content that speaks to the core challenges and aspirations of your target audience. Resist the temptation to chase fleeting trends or mimic the latest viral sensation—instead, double down on the topics and formats that align with your unique expertise and brand voice.
Master the Four Stages of Content Creation
Content creation isn't a one-size-fits-all endeavor. According to Jonathan Goodman, there are four distinct stages of content creation, each with its own strategies and best practices:
Viral content: Designed to grab attention and spark conversations, but not necessarily tied to your core business offerings.
Value content: Educates and informs your audience, positioning you as a trusted authority in your niche.
Depth content: Takes a deep dive into your signature frameworks and methodologies, giving your audience a behind-the-scenes look at how you drive results.
Conversion content: Directly promotes your products or services and guides your audience towards a buying decision.
The most successful content creators understand how to strategically leverage all four stages to build trust, nurture relationships, and ultimately drive business growth. They tailor their content mix based on their current business priorities and audience needs.
Embrace the "Seasonal" Approach to Productivity
In a world that glorifies the hustle, Jonathan Goodman takes a refreshingly counterintuitive approach to productivity. He believes in embracing a "seasonal" lifestyle, alternating between periods of intense focus and intentional rest and recovery.
Rather than trying to do it all at once, Jonathan advocates for prioritizing different areas of life—such as health, family, and work—in distinct seasons. This allows him to bring his full energy and attention to each domain, without the constant pressure to multitask or compromise.
During his "building" seasons, Jonathan goes all-in on his business, pouring his time and resources into creating content, launching products, and scaling his impact. But he also recognizes the importance of taking a step back to recharge and reflect during his "recovery" seasons.
By embracing this ebb and flow, Jonathan is able to maintain a sustainable pace and show up as his best self both personally and professionally. It's a powerful reminder that true success is about playing the long game—not just in business, but in life.
3 Success Strategies
Here are 3 strategies for success based on Jonathan Goodman's insights:
Understand the Game You're Playing
In life and business, there are different "games" you can choose to play - each with its own set of rules, incentives, and paths to success.
The key is to get crystal clear on which game aligns with your unique goals and values, then master the skills and strategies required to win at that specific game.
Are you playing the game of entrepreneurship, where the goal is to build a profitable business that creates value for customers? Or are you playing the game of corporate success, where the objective is to climb the ladder and secure a high-paying leadership role?
When you know which game you're playing, you can focus your energy on the activities that truly move the needle and avoid getting sidetracked by irrelevant distractions.
Invest in Content Like a Savings Account
Creating valuable content is like making deposits into a savings account - it may not yield immediate returns, but it compounds over time to generate substantial long-term wealth.
The biggest mistake content creators make is expecting overnight success and giving up when their efforts don't instantly go viral. But just like building a robust financial portfolio, crafting a powerful body of work requires patience, consistency, and a willingness to play the long game.
Every blog post, podcast episode, and social media update is another deposit into your content savings account. And as your archive grows, so does your authority, credibility, and ability to attract your ideal audience.
Focus on creating content that educates, inspires, and resonates with your target market - not on chasing fleeting trends or metrics that don't directly impact your bottom line.
Adopt a Seasonal Approach to Work and Life
In nature, there's a time for growth and a time for rest. The same principle applies to our professional and personal lives.
High achievers often fall into the trap of grinding non-stop, year-round, only to end up burnt out and disillusioned. But peak performance isn't about working harder - it's about working smarter and in alignment with your natural rhythms.
Jonathan advocates for a "seasonal" approach, where you alternate between periods of intense focus and productivity (planting and harvesting) and periods of recovery and reflection (winter).
This could mean going all-in on a project for a few months, then taking a sabbatical to recharge your batteries. Or it could mean structuring your year around your energy levels, with slower-paced activities in the summer and more ambitious goals in the fall.
By honoring the seasons of your life, you can sustain your motivation, creativity, and well-being over the long haul - and achieve more with less effort.
3 Success Strategies
Measure What Matters
In the fast-paced world of online business, it's easy to get caught up in vanity metrics like likes, followers, and viral hits. But as Jonathan Goodman wisely points out, these surface-level measures rarely translate to meaningful results.
The key to sustainable success is to focus on the metrics that truly move the needle for your business. For content creators, that might mean tracking inbound inquiries, product sales, or email subscribers—the tangible outcomes that directly impact your bottom line.
By ruthlessly prioritizing the metrics that matter, you can avoid the trap of chasing hollow victories and stay laser-focused on the activities that drive real growth. Remember, when a metric becomes a target, it loses its value as a metric. Choose your North Star wisely.
Master the Content Trifecta
Not all content is created equal. To build a thriving online business, you need to master the three core pillars of content creation: viral content, value content, and depth content.
Viral content is the attention-grabber, designed to spark conversations and expand your reach. Value content is the trust-builder, educating and informing your audience to position you as a go-to authority. And depth content is the deal-closer, giving your audience an in-depth look at your unique methodologies and frameworks.
The most successful content creators understand how to strategically leverage all three types of content to move their audience through the customer journey. They tailor their content mix based on their current business goals and audience needs, ensuring that every piece of content serves a clear purpose.
Play the Long Game
In a world obsessed with overnight success, Jonathan Goodman is a fierce advocate for playing the long game. He knows firsthand that true staying power comes from consistent, purposeful effort over time—not fleeting moments of virality.
Think of your content like a savings account. Every blog post, video, or social media update is a small but significant deposit that compounds over months and years. While the returns may not be immediate, the cumulative effect is a treasure trove of evergreen assets that continue to drive results long after publication.
The key is to focus on creating timeless content that speaks to the core challenges and aspirations of your target audience. Resist the temptation to chase shiny objects or jump on the latest bandwagon—instead, double down on the topics and formats that showcase your unique expertise and brand voice.
Remember, building a successful online business is a marathon, not a sprint. By playing the long game with your content, you'll be able to weather the ups and downs of algorithmic changes and shifting market dynamics—and emerge stronger on the other side.
3 Success Strategies
Measure What Matters
You know, it's funny how easy it is to get swept up in the allure of vanity metrics when you're building an online business. We've all been there, refreshing our analytics dashboard every five minutes to see how many likes, comments, and shares our latest post racked up. But as Jonathan Goodman so astutely points out, those surface-level metrics are often just a mirage—a shimmering distraction from the numbers that actually move the needle.
Don't get me wrong, I'm not saying that engagement is meaningless. It's certainly a valuable indicator of how well your content is resonating with your audience. But at the end of the day, if those likes and comments aren't translating into tangible business outcomes, they're not much more than a vanity boost.
So, what should you be focusing on instead? Well, that depends on your unique business goals and model. But generally speaking, the metrics that matter most for content creators are the ones that directly impact your bottom line—things like inbound inquiries, product sales, email subscribers, and conversion rates. These are the numbers that tell you whether your content is actually driving meaningful results, not just fleeting engagement.
Now, I know it can be tempting to fixate on those flashy, ego-stroking metrics. But as Jonathan wisely cautions, when a metric becomes a target, it loses its value as a metric. In other words, if you start creating content solely to chase likes and followers, you'll likely end up sacrificing the very things that make your content valuable and unique.
So, my advice? Be intentional about the metrics you choose to prioritize. Don't just track what's easy or obvious—dig deep to identify the numbers that truly reflect the health and growth of your business. And most importantly, don't let vanity metrics distract you from the real work of creating exceptional content that serves your audience and drives results.
Master the Content Trifecta
Alright, let's talk about the three musketeers of content creation: viral content, value content, and depth content. Each one serves a distinct purpose, but when wielded together strategically, they form an unbeatable trifecta.
First up, we've got viral content. This is the attention-grabber, the scroll-stopper, the share-magnet. It's the type of content that's designed to make a splash and get people talking. Think bold claims, contrarian opinions, and irresistible hooks. The goal here isn't necessarily to educate or inform—it's to spark curiosity and expand your reach.
But of course, virality alone doesn't build a loyal, engaged audience. That's where value content comes in. This is the meat and potatoes of your content mix, the stuff that establishes you as a credible authority in your niche. It's the how-to guides, the insightful analysis, the actionable advice. By consistently delivering value to your audience, you earn their trust and position yourself as a go-to resource.
Finally, we've got depth content. This is where you really pull back the curtain and give your audience a behind-the-scenes look at your unique approach and methodology. It's the in-depth case studies, the detailed breakdowns of your frameworks, the candid stories of your successes and failures. Depth content is what separates you from the countless other voices in your industry—it showcases your one-of-a-kind perspective and proves that you walk the walk.
Now, the key to mastering the content trifecta is understanding how to strategically balance all three types of content based on your current business priorities and audience needs. There's no one-size-fits-all formula, but as Jonathan suggests, a good rule of thumb is to aim for 60-70% value content, 10-20% viral content, and 10-20% depth content.
By regularly publishing a mix of all three types of content, you'll be able to attract new audiences, build trust and credibility, and guide your followers closer to a buying decision over time. It's a winning combination that the most successful content creators have honed to an art form.
Play the Long Game
In today's fast-paced, instant-gratification world, it's easy to get seduced by the idea of overnight success. We see these flashy headlines about entrepreneurs who seemingly came out of nowhere and achieved massive success in a matter of months, and we think, "I want that too!"
But here's the thing: those overnight success stories are often just that—stories. They're the highlight reel, the carefully curated version of events that glosses over the years of hard work, persistence, and iterative improvement that paved the way.
The truth is, building a thriving online business is rarely a swift or straightforward journey. It's a long game, a marathon that requires patience, resilience, and a steadfast commitment to your vision. And nowhere is this more evident than in the realm of content creation.
You see, content is not a one-and-done proposition. It's not about hitting publish on a single blog post or video and watching the sales roll in. Rather, it's about consistently showing up and delivering value to your audience, day after day, month after month, year after year.
Think of your content as a long-term investment, like a savings account that compounds over time. Every piece of content you create is a small but significant deposit, a building block that contributes to the overall strength and stability of your brand. And while the returns may not be immediate or flashy, the cumulative effect is a powerful asset that continues to drive results long after publication.
Now, I know it can be tempting to get discouraged when you don't see instant traction or explosive growth. But as Jonathan reminds us, the most successful content creators are the ones who have the patience and persistence to play the long game. They're not swayed by fleeting trends or shiny objects—they stay focused on creating timeless, evergreen content that speaks directly to the needs and desires of their target audience.
So, if you want to build a truly sustainable and impactful online business, embrace the long game mentality. Focus on consistency over virality, substance over style, and long-term value over short-term gains. And most importantly, trust the process—even when progress feels slow, every small step is bringing you closer to your ultimate vision.
At the end of the day, playing the long game with your content is about betting on yourself and your ability to make a meaningful difference in the lives of your audience. It's about showing up with authenticity, generosity, and a steadfast commitment to your craft. And while the journey may be long and winding, the rewards—both personal and professional—are more than worth it.
3 Success Strategies
Measure What Matters
In the fast-paced world of online business, it's all too easy to get distracted by vanity metrics that don't actually move the needle. Likes, followers, and fleeting moments of virality may provide a temporary ego boost, but they rarely translate to meaningful business outcomes.
As Jonathan Goodman emphasizes, the key to sustainable success is to focus relentlessly on the metrics that truly matter. For content creators, that might mean tracking inbound inquiries, product sales, email subscribers, or other tangible results that directly impact the bottom line.
The challenge, of course, is that these metrics often require more effort and patience to influence. It's much easier to rack up likes and followers than it is to nurture genuine relationships and guide your audience towards a buying decision.
But as the saying goes, what gets measured gets managed. By choosing the right North Star metrics and tracking them diligently, you can ensure that every piece of content you create is purposefully designed to drive real business growth.
Remember, when a metric becomes a target, it loses its value as a metric. Don't fall into the trap of chasing hollow victories that don't ultimately serve your goals. Stay focused on the numbers that truly matter, and trust that the results will follow.
Master the Content Trifecta
Creating content that resonates with your target audience is both an art and a science. It requires a deep understanding of your ideal customer profile, a keen sense of what makes your brand unique, and a willingness to experiment with different formats and distribution channels.
According to Jonathan Goodman, the most successful content creators have mastered what he calls the "content trifecta": viral content, value content, and depth content.
Viral content is the attention-grabber, designed to spark conversations and expand your reach. It's the bold statement, the contrarian hot take, the emotionally resonant story that stops the scroll and compels your audience to engage.
Value content is the trust-builder, educating and informing your audience to position you as a go-to authority in your niche. It's the how-to guide, the industry insights, the actionable advice that helps your audience overcome their challenges and achieve their goals.
Depth content is the deal-closer, giving your audience an in-depth look at your unique methodologies and frameworks. It's the behind-the-scenes case study, the detailed product demo, the comprehensive resource that showcases your expertise and demonstrates the tangible results you deliver.
The key is to understand how each type of content fits into your overall marketing strategy, and to tailor your content mix based on your current business priorities and audience needs. By striking the right balance between viral, value, and depth content, you can effectively guide your audience through the customer journey and build lasting relationships that drive long-term business growth.
Play the Long Game
In today's fast-paced digital landscape, it's easy to get caught up in the pursuit of overnight success. We see the viral videos, the breakout stars, the overnight sensations—and we start to believe that's the only path to success.
But as Jonathan Goodman knows firsthand, true staying power comes from playing the long game. It's about showing up consistently, delivering value, and building trust with your audience over months and years—not just chasing the next fleeting trend.
Think of your content like a savings account. Every blog post, video, or social media update is a small but significant deposit that compounds over time. While the returns may not be immediate, the cumulative effect is a treasure trove of evergreen assets that continue to drive traffic, generate leads, and establish your authority long after publication.
The key is to focus on creating timeless content that speaks to the core challenges and aspirations of your target audience. Instead of getting caught up in the latest algorithm change or social media fad, double down on the topics and formats that showcase your unique perspective and expertise.
This doesn't mean you should ignore trends altogether—but rather than blindly following the crowd, look for ways to put your own spin on timely topics and tie them back to your overarching content strategy.
Remember, building a successful online business is a marathon, not a sprint. It requires patience, persistence, and a willingness to experiment and iterate over time. But by playing the long game with your content—consistently delivering value and nurturing relationships with your audience—you'll be able to weather the ups and downs of the ever-changing digital landscape and emerge as a true leader in your industry.
As Jonathan Goodman's own journey demonstrates, the path to success is rarely a straight line. There will be setbacks, pivots, and moments of doubt along the way. But by staying focused on your long-term vision, measuring what truly matters, and mastering the art and science of content creation, you'll be well on your way to building a thriving, impactful, and enduring online business.
3 Success Strategies
Measure What Matters
Online business moves fast. It's easy to get distracted by vanity metrics. Likes, followers, and viral hits don't always equal real results.
Jonathan Goodman says to focus on metrics that matter. For content creators, that's things like inbound leads, sales, and subscribers. These directly impact the bottom line.
These key metrics take more effort to influence. It's easier to get likes than to nurture real relationships. But tracking the right numbers keeps you focused on real growth.
When a metric becomes a target, it loses value. Don't chase hollow victories. Stay focused on what truly matters. The results will follow.
Master the Content Trifecta
Resonant content is an art and science. You need to deeply understand your ideal customer. Know what makes your brand unique. Be willing to experiment with formats and channels.
Jonathan Goodman says top creators master the "content trifecta":
Viral content grabs attention. It sparks conversations and expands reach. These are bold takes and emotional stories that stop the scroll.
Value content builds trust. It educates your audience and positions you as an authority. How-to guides, industry insights, actionable advice - these help your audience succeed.
Depth content closes deals. It gives an in-depth look at your methods and frameworks. Case studies, product demos, comprehensive resources showcase your expertise and results.
The key is knowing how each content type fits your strategy. Tailor the mix to your business priorities and audience needs. Strike the right viral-value-depth balance. This guides your audience through the customer journey. It builds lasting relationships that drive long-term growth.
Play the Long Game
In the fast-paced digital world, overnight success is alluring. We see viral videos and breakout stars. We think that's the only path to success.
But Jonathan Goodman knows true staying power comes from the long game. It's about consistency, value, and trust. Not chasing fleeting trends.
Think of content like a savings account. Every post is a small but meaningful deposit. It compounds over time. The returns aren't always immediate. But the cumulative effect is a trove of evergreen assets. They continually drive traffic, leads, and authority.
The key is timeless content that solves your audience's core problems. Don't get swept up in algorithm changes or social media fads. Double down on topics and formats that showcase your unique perspective.
This doesn't mean ignoring trends completely. But rather than following blindly, put your own spin on timely topics. Tie them to your overall content strategy.
Building a thriving online business takes patience and persistence. There will be setbacks and pivots. But play the long game with your content. Consistently deliver value. Nurture audience relationships. This is how you weather the ups and downs. It's how you emerge as an industry leader.
As Jonathan Goodman's journey shows, success is rarely a straight line. But stay focused on your long-term vision. Measure what matters. Master the art and science of content. This is the path to an impactful, enduring online business.
3 Success Strategies v2
Here are 3 strategies for success based on Jonathan Goodman's insights:
Think of content as a long-term investment
Creating content as a creator or business owner? Treat it like a savings account, not a get-rich-quick scheme.
As Jonathan points out, expecting your content to immediately fund your entire lifestyle is a recipe for burnout and chasing trends. Instead, take a patient, disciplined approach.
Consistently invest time and effort into your content "savings account." Over the long-term, smart investments in quality content will pay off with compound interest.
To get started:
Focus on consistently creating valuable content, not just going viral
Play the long game and avoid getting distracted by vanity metrics
Trust that putting in the work now will yield major dividends down the line
Remember, those who build the most wealth are the ones who diligently save and invest over time. Apply that mindset to your content strategy for lasting success.
Solve real audience pain points
Want to create content that truly connects? Dig deep to uncover your audience's most pressing problems and frustrations. Then build your content strategy around solving them.
As Jonathan discovered, most personal trainers don't need to become insta-famous millionaires. They have more immediate goals, like earning an extra $500-1500 per month with a better schedule.
By identifying and speaking directly to those real pain points, Jonathan was able to craft an irresistible offer and quickly gain traction.
To apply this in your own business:
Interview your target customers to surface their key challenges
Mine online discussions to see what questions come up again and again
Analyze your competition to spot gaps you can fill with your unique solution
When your content zeros in on urgent audience needs, you'll dramatically boost engagement and conversions.
Choose your game wisely
In the content world, there are two very different games you can play: influencer/entertainer or business owner.
As Jonathan explains, these paths come with their own rules, incentives, and success metrics. Problems arise when people conflate the two.
To achieve your goals, you need to be crystal clear on which game you're playing. Are you mainly focused on growing a massive audience and landing brand deals? Or is your content primarily a vehicle to promote your own products and services?
Neither path is inherently better or worse. But you need to choose one and fully commit to mastering those specific rules of engagement.
For example:
If you're playing the influencer game, pour your energy into creating scroll-stopping content that hooks people in seconds
If you're playing the business owner game, design your content to build trust, demonstrate expertise, and guide people toward your offers
By picking a lane and sticking to it, you'll accelerate your progress and avoid burning out from trying to do it all.
Timestamps Trial
Here is the timestamped overview of the episode, matching the style of the example provided:
00:00 From personal training to a $7M online business
02:37 Becoming more than just a personal trainer
04:32 Algorithms change but human nature remains constant
07:36 First steps to growing an audience online
13:34 Turning content into a savings account
16:43 Nurturing and converting leads with content
19:57 Importance of measuring the right metrics
22:47 Identifying customer pain points
24:06 Balancing content creation with business
27:39 Jonathan's "inflection point" in business growth
31:39 Overview of Jonathan's current business
36:01 Separating broad vs high-ticket offerings
39:22 Choosing your customers wisely
41:52 Where to find Jonathan and his new book
Let me know if you would like me to expand on any part of the overview. I did my best to match the style, tone and format you provided while capturing the key topics covered in the discussion between Jonathan and Blaine based on the transcript.
About the Episode
Here is a teaser for the episode matching the tone, style and format of the examples provided:
Jonathan Goodman is the founder of the Personal Trainer Development Center, an education company serving over 200,000 customers in 120 countries. He has bootstrapped his business to $7 million in annual revenue while working remotely and authoring 11 books that have sold over 200,000 copies.
In this episode of "Uploading...", Jonathan shares his journey of leveraging content, especially books, to grow a highly profitable business. He discusses the four stages of content mastery every creator must go through and provides actionable advice on turning self-published books into major revenue streams.
Jonathan also dives into his content strategy and production process, explaining how he balances creating viral, valuable, and deep content. He emphasizes the importance of focusing on the right metrics for your business goals and playing the long-term game rather than chasing fleeting trends. Jonathan's insights will help any creator or entrepreneur looking to build a sustainable, scalable business around their content.
Interview Breakdown
Here is my attempt at shownotes following your specified format and based on the transcript you provided:
In this episode, personal trainer turned 7-figure entrepreneur Jonathan Goodman shares how he leveraged content to scale his business while bootstrapping and living remotely. Discover his framework for creating content that converts and the key stages every creator must master.
Today, Jonathan covers:
His journey from personal trainer to building a $7M/year online business
The 4 essential types of content every creator needs
Turning self-published books into massive revenue streams
Why focusing on serving a specific niche is crucial for success
How to think about content as a long-term investment that compounds over time
Interview Breakdown
Jonathan Goodman shares his journey of turning his passion for personal training into a thriving $7 million per year business. Discover the key lessons and insights he learned along the way about leveraging content, understanding your audience, and building a sustainable business.
In this episode, Jonathan covers:
How he transitioned from a personal trainer to an online business owner
The importance of deeply understanding the needs and pain points of your target market
His approach to creating content as a "savings account" that compounds over time
Structuring a business with offers at different price points to serve customers at various stages
Why it's crucial to choose your customers wisely and learn to say no
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