By Chris Reynolds, Matt Reynolds, Barbell Logic, The Radcast Network
The podcast currently has 90 episodes available.
Building a compelling Founder Brand rooted in authenticity and storytelling can help entrepreneurs attract clients and grow their businesses. Follow these actionable strategies for overcoming fear, creating consistent content, and shifting focus from price to value to stand out in a crowded market.
The Concept of Founder BrandingPeople connect with people, not brands. A founder’s personal story serves as the essential bridge between the audience and the brand, helping to build trust and relatability. Examples such as Steve Jobs, Elon Musk, and Jeff Bezos highlight how a founder’s narrative creates a lasting impression that draws people in.
Authenticity and VulnerabilityMany business owners hesitate to put themselves out there due to fear of judgment or criticism. The episode stresses that confidence comes with practice and consistency. Facing those fears head-on is the only way to grow and establish a meaningful presence. When it comes to choosing platforms for content, the discussion outlines strategic options: LinkedIn and X (formerly Twitter) are ideal for B2B, while Instagram, Facebook, TikTok, and X work well for B2C. The recommendation is to start with one platform to ensure consistency before expanding to others.
Choosing the Right Social Media PlatformsContent creation strategies are also a major focus. Drawing inspiration from daily activities, customer interactions, and common questions provides a steady stream of relevant material. Long-form content, such as podcasts or blogs, can be repurposed into shorter clips for social media to maximize reach. Repetition is encouraged, as most audiences won’t see every post, and consistent messaging helps reinforce key ideas. Finally, the episode addresses the importance of being selective with your audience. Having a clear point of view, even if it repels certain people, ensures alignment with the right clients and saves time by filtering out those who aren’t a good fit. Trust, built through consistent, value-driven content, ultimately leads to stronger conversions and long-term success.
Barbell Logic Links
Website: https://barbell-logic.com/
Instagram: https://www.instagram.com/barbell_logic/
Facebook: https://www.facebook.com/barbelllogiccoaching/
X: https://x.com/BarbellLogic
Matt's Links
Website: https://ryanmattreynolds.com/
Instagram: https://www.instagram.com/reynoldsstrong/?hl=en
Chris's Links:
LinkedIn: https://www.linkedin.com/in/chrismreynolds/
See how much you could be making at https://turnkey.coach/5x
Check out our Coaching Kickstarter eBook to accelerate your coaching career
If you're interested in improving your coaching practice and making 5x your current dollar-per-hour earnings, go to https://turnkey.coach/coaching-rediscovered/
Focusing solely on price can lower the value you receive, cost you money, and harm your business. As a business owner pricing your services, you do not want to be on the low-end of the available prices.
In this episode of the Build Your Business podcast, Matt and Chris Reynolds dive into why focusing solely on price can ultimately harm your business. They illustrate how prioritizing value over cost leads to better outcomes, using examples of hiring experts versus cheaper options and how paying for experience can save both time and money. As a business owner, it's essential to avoid competing on low prices, as it leads to a race to the bottom. Instead, they emphasize valuing your time, delivering exceptional value to customers, and working with companies that bring true expertise. Excellence, not cheap rates, drives long-term business success.
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Barbell Logic Links
Website: https://barbell-logic.com/
Instagram: https://www.instagram.com/barbell_logic/
Facebook: https://www.facebook.com/barbelllogiccoaching/
X: https://x.com/BarbellLogic
Matt's Links
Website: https://ryanmattreynolds.com/
Instagram: https://www.instagram.com/reynoldsstrong/?hl=en
Chris's Links
LinkedIn: https://www.linkedin.com/in/chrismreynolds/
See how much you could be making at https://turnkey.coach/5x
Check out our Coaching Kickstarter eBook to accelerate your coaching career
If you're interested in improving your coaching practice and making 5x your current dollar-per-hour earnings, go to https://turnkey.coach/coaching-rediscovered/
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TIMESTAMPS:
00:00:00 - Intro to Build Your Business Podcast
00:00:28 - Purpose of the Podcast and Hosts' Experience
00:02:00 - Value vs Cost in Professional Services
00:05:10 - Expertise and the True Cost of Inexperience
00:09:48 - Investing in Quality Services and Long-Term Value
00:12:12 - Mispricing and the Market's Correction
00:16:57 - Professional Services and Cost Efficiency
00:21:35 - Online Coaching and Efficiency in Business Models
00:26:19 - Transitioning from Personal Training to Online Coaching
00:31:03 - Efficiency and Increasing Hourly Income
00:33:23 - Scaling and Empire Building Opportunities
00:35:39 - Differentiation in Pricing Strategy
00:38:02 - Outro and Contact Information
#BusinessGrowth #CoachingTips #ClientSuccess
Show Notes (Streaming Platforms)
Focusing solely on price can lower the value you receive, cost you money, and harm your business. As a business owner pricing your services, you do not want to be on the low-end of the available prices.
Focus on Value Delivered not Price: Value EquationChris offers a simple example of why only looking at hourly rate makes no sense.
Someone hired a business to perform a task, and that business offered a low hourly rate. After 150 hours, they had failed to complete the task.
To fix this, they went to a different business with a higher hourly rate. That new business was unable to use the work the earlier business had performed, but after 30 hours they had completed the task.
The "more expensive" solution ended up costing less, both in terms of time and money.
Focus on Value Delivered not Price: Value Your TimeWith the example above, not only could the business have paid less if they had not only looked at the hourly rate, but they could have solved their problem much earlier, letting them make more money sooner.
You cannot save money by attempting to learn everything a lawyer learned at law school and in his years of experience to serve as your own attorney. This is really true of any professional service you hire.
Value your time, and focus on delivering value to your customers (and growing your business) as opposed to trying to spend time on what other professionals can do better than you.
Focus on Value Delivered not Price: Fly From the Low Price GameAs a business owner, you do not want to have to offer low prices. Why?
Because you will ultimately have your services judged on price, and this means a race to the bottom.
You want to pursue customers who are looking at your value and expertise.
You similarly want to seek out companies that offer great value to your business.
Focus on Value Delivered not Price: Excellent Value Means High PriceThis means, of course, that you must pursue excellence. You must become excellent at what you do. You must seek and use companies that deliver great value.
Of course, you should want to do this.
Early on, you may offer lower prices, as you learn your craft and build credibility.
Your prices should increase as you do this.
Focus on the total value delivered not price.
Barbell Logic Links
Website: https://barbell-logic.com/
Instagram: https://www.instagram.com/barbell_logic/
Facebook: https://www.facebook.com/barbelllogiccoaching/
X: https://x.com/BarbellLogic
Matt's Links
Website: https://ryanmattreynolds.com/
Instagram: https://www.instagram.com/reynoldsstrong/?hl=en
Chris's Links:
LinkedIn: https://www.linkedin.com/in/chrismreynolds/
See how much you could be making at https://turnkey.coach/5x
Check out our Coaching Kickstarter eBook to accelerate your coaching career
If you're interested in improving your coaching practice and making 5x your current dollar-per-hour earnings, go to https://turnkey.coach/coaching-rediscovered/
10x your productivity with these 6 non-negotiables. Building these habits into your daily routine increases your output & effectiveness.
10x Your Productivity Habit #1: Work When Everyone Else Sleeps
Working when everyone else sleeps gives you an edge over your competitors and gives you time to knock out urgent work and complete deep work without interruption.
For Matt and Chris, the best time is early morning. Chris wakes up and immediately works on deep work. Matt knocks out urgent work, then transitions to deep work.
If you are a night owl, that is okay. Take advantage of the late evening time when you are up anyway and your brain works at its best.
10x Your Productivity Habit #2: Prepare to Work
Train your brain to know work is coming by taking advantage of the Pavlov response.
Create and perform the same series of tasks before you work, especially before you complete deep work.
Chris does the following:
Matt's prep to work routine includes getting dressed for the day, making coffee, letting the dog out (skips on the road), sitting down in the same chair, and turning on the computer.
There is a chance you already have one. You need to make it more intentional, and might add things (similar to Chris).
10x Your Productivity Habit #3: Work with Absolutely No Distractions
Distractions destroy productivity, causing you to lose focus. They prevent you from completing deep work.
Turn off your phone and computer notifications. Go to a room where you no you will not be disturbed.
Then, when you are done with your deep work, you can respond to the notifications and urgent tasks all at once.
10x Your Productivity Habit #4: Leverage Artificial Deadlines
Create & hold yourself to artificial deadlines. Parkinson's Law describes how tasks will fill the time allotted to them. Barring extremes (giving yourself one second), you can get tasks done much faster than you think if you give yourself less time.
For example, creating a PowerPoint slide that is not that important might take you two weeks (or even two months) if you let it. If you give yourself one hour, however, you'll find you can get it done in an hour.
Chris uses time boxing, where he assigns a value to a task and then allots the time for the task. Bringing this intentionality of value makes how much time it should take more clear.
Most people take too long to do things. Occasionally, for truly important, high-value work, they do not spend enough time on it when they really need to ensure high quality.
10x Your Productivity Habit #5: Focus on 1 Task at a Time
You've been lied to: multi-tasking is fake. People serially task (context switch), and they context switch poorly.
Instead of bouncing from one task to another, performing both poorly, intentionally serially task. You focus on one thing at a time. When done, move onto the next thing.
Matt and Chris both use the Pomodoro technique. This involves allocating a certain amount of time (try 25 minutes) to completely undistracted work on 1 task. You don't go to the bathroom, you don't get more coffee, you don't look at your phone.
Then, take a break to complete those urgent tasks, go to the bathroom, and get more coffee.
You will learn that you are incredibly distracted. That is okay. Do it badly and you will improve. You will be able to do longer pomodoros with greater focus over time.
One tip Matt has for this is if something pops up into your head, such as the need to thaw meat for dinner or take out the garbage, quickly jot down a one-work reminder and keep work. For example, write down "meat" or "trash" and put it out of your mind. That way, you do not worry you forget about it, but spend no time on it. You do not context shift.
10x Your Productivity Habit #6: Leverage the Eisenhower Matrix
General Eisenhower developed a quad chart based on the urgency and importance of tasks. Tasks can fall into the below categories:
You should remove tasks from category 1 and delegate or automated category 2 tasks.
Use the pomodoro technique for category 3 tasks.
You may use the pomodoro technique for category 4 tasks, but the most important thing is to build time for them by reducing the time you spend on other tasks. These tasks tend to not get done, but they are where the most value comes from, whether they are important tasks for you or your business.
Barbell Logic Links
Website: https://barbell-logic.com/
Instagram: https://www.instagram.com/barbell_logic/
Facebook: https://www.facebook.com/barbelllogiccoaching/
X: https://x.com/BarbellLogic
Matt's Links
Website: https://ryanmattreynolds.com/
Instagram: https://www.instagram.com/reynoldsstrong/?hl=en
Chris's Links
LinkedIn: https://www.linkedin.com/in/chrismreynolds/
See how much you could be making at https://turnkey.coach/5x
Check out our Coaching Kickstarter eBook to accelerate your coaching career
If you're interested in improving your coaching practice and making 5x your current dollar-per-hour earnings, go to https://turnkey.coach/coaching-rediscovered/
Barbell Logic Links
Website: https://barbell-logic.com/
Instagram: https://www.instagram.com/barbell_logic/
Facebook: https://www.facebook.com/barbelllogiccoaching/
X: https://x.com/BarbellLogic
Matt's Links
Website: https://ryanmattreynolds.com/
Instagram: https://www.instagram.com/reynoldsstrong/?hl=en
Chris's Links:
LinkedIn: https://www.linkedin.com/in/chrismreynolds/
See how much you could be making at https://turnkey.coach/5x
Check out our Coaching Kickstarter eBook to accelerate your coaching career
If you're interested in improving your coaching practice and making 5x your current dollar-per-hour earnings, go to https://turnkey.coach/coaching-rediscovered/
Cody had been an overweight youth but decided to begin to take his health and fitness seriously. When he wedded his nascent health and fitness journey with a passion for learning as he changed his major in college, he never looked back and pursued a career as a strength and nutrition coach.
Cody found that by simply doing hard things regularly and improving his health and fitness, he improved all other aspects of his life. Truly, embracing voluntary hardship can alter the course of your life for the better.
The decision to do the hard things matters.
Choosing Hard Things in Business & LifeCody, like Matt, saw the downsides of the in-person coaching model. He started an online coaching business in 2017, the year after Matt began Barbell Logic Online Coaching. He has focused on tailored nutrition and fitness coaching, prioritizing normal every day people looking to avoid the tragically-too-normal slide to obesity and disease.
He has had to learn about business (again, embracing hard things) to help his business grow, which ultimately helps more people transform their lives.
Choose hard things every day.
Barbell Logic Links
Website: https://barbell-logic.com/
Instagram: https://www.instagram.com/barbell_logic/
Facebook: https://www.facebook.com/barbelllogiccoaching/
X: https://x.com/BarbellLogic
Matt's Links
Website: https://ryanmattreynolds.com/
Instagram: https://www.instagram.com/reynoldsstrong/?hl=en
Chris's Links:
LinkedIn: https://www.linkedin.com/in/chrismreynolds/
See how much you could be making at https://turnkey.coach/5x
Check out our Coaching Kickstarter eBook to accelerate your coaching career
If you're interested in improving your coaching practice and making 5x your current dollar-per-hour earnings, go to https://turnkey.coach/coaching-rediscovered/
Successfully transitioning your clients from in-person to online makes a ton of sense for your quality of life and business model as a strength coach.
The biggest value of in-person training comes primarily during those initial sessions, when often drastic technique changes need to be made and you develop a relationship grounded in trust, expertise, and benevolence.
As the relationship progresses, however, the value of in-person coaching decreases. Form correction becomes less frequent and less drastic, whereas programming changes become more complicated and necessary.
Asynchronous online coaching allows the client to lift wherever and whenever is convenient, and then the coach to respond within 24-48 hours wherever or whenever works for the coach.
It increases the dollar-per-hour pay to the coach while decreasing the cost to the client.
How to Move Your Personal Training Clients Online: Make More Money & Improve Your Quality of LifeMatt Fever has made the transition from personal trainer and leader of group classes to professional coach. Attending an in-person lifting seminar with Barbell Logic was a turning point, as Matt Fever signed up for the Academy, started receiving online coaching from Matt Reynolds, and really honed his knowledge and expertise and learned about the online coaching business model.
He has been transitioning his clients from in-person to online. This has allowed him to spend more time with his family. It has also led to his clients having higher compliance, as he can coach when he is on vacation (whereas previously he could not coach and did not get paid). His clients can also lift and receiving coaching if they travel.
Moving your personal training clients online dramatically improves your quality of life and helps you develop a successful online coaching business model.
Barbell Logic Links
Website: https://barbell-logic.com/
Instagram: https://www.instagram.com/barbell_logic/
Facebook: https://www.facebook.com/barbelllogiccoaching/
X: https://x.com/BarbellLogic
Matt's Links
Website: https://ryanmattreynolds.com/
Instagram: https://www.instagram.com/reynoldsstrong/?hl=en
Chris's Links:
LinkedIn: https://www.linkedin.com/in/chrismreynolds/
See how much you could be making at https://turnkey.coach/5x
Check out our Coaching Kickstarter eBook to accelerate your coaching career
If you're interested in improving your coaching practice and making 5x your current dollar-per-hour earnings, go to https://turnkey.coach/coaching-rediscovered/
You are your biggest time waster. You may feel that others (e.g. your boss, kids, etc.) waste most of your time, but a couple things in response to this notion of your.
One, you cannot fully control these things. Two, insofar as you can control them, it often comes with how you react to them, approach them, or major life overhauls (e.g. changing jobs).
C. Northcote Parkinson describe in a 1955 essay in the Economist what has called Parkinson’s Law – works expands to fill the available time.
If you give yourself a month to complete a task, it will take a month. That same work could have taken you a week or day if you had assigned that amount of time.
Ultimately, this has limits (you cannot assign a nanosecond to something and assume it will get done), but this law has value. Instead of considering it a negative reality, give yourself less time and hold yourself accountable. Work to develop better habits of time management.
Just like nutrition or budgeting, worst knowing what you are consuming or how you are spending helps you begin to modify your actions.
Time Audit: What It Is & How To Do ItA time audit is a method to track how you spend your time over a given period. It helps you identify non-urgent, non-important tasks you can eliminate and urgent tasks you can delegate. Additionally, you will likely fine that the simple act of completing the time audit will improve your time management actions.
Track blocks of time down to the 15 or 30-minute increment for one week. If something takes less than that time, you can write that down.
Matt has a 15-minute timer that he uses. When it goes off, he quickly jots down what he did.
Matt uses Clockify, but you could use a spreadsheet or pen and paper.
You can read an article Matt recently wrote about the time audit here. You may also be interested in reading Dan Martell’s book Buy Back Your Time.
Matt recommends, even if you have done pretty well with time management, doing this annually or bi-annually to check-in and continue to improve your time management.
Barbell Logic Links
Website: https://barbell-logic.com/
Instagram: https://www.instagram.com/barbell_logic/
Facebook: https://www.facebook.com/barbelllogiccoaching/
X: https://x.com/BarbellLogic
Matt's Links
Website: https://ryanmattreynolds.com/
Instagram: https://www.instagram.com/reynoldsstrong/?hl=en
Chris's Links:
LinkedIn: https://www.linkedin.com/in/chrismreynolds/
See how much you could be making at https://turnkey.coach/5x
Check out our Coaching Kickstarter eBook to accelerate your coaching career
If you're interested in improving your coaching practice and making 5x your current dollar-per-hour earnings, go to https://turnkey.coach/coaching-rediscovered/
Most people do not do enough. The evidence for this is all the time people waste performing non-important, unurgent tasks such as watching TikTok, doom-scrolling through Twitter, or binge-watching Netflix.
Do not build walls around your time that should not exist. “It’s unhealthy to work on the weekend” or “I deserve to not work on the weekend” can be the difference between your business succeeding and growing or failing.
You have more time than you think. You can do more than you think. This does not mean that you do not enjoy time with your family or in leisure activities. People, however, by and large, are too lazy. People generally do less than they can.
Don’t Be Lazy Because of Your FreedomBusiness owners and the self-employed enjoy the freedom to set their own schedules and choose how to spend their time. This may be the single greatest aspect of starting a business or being your own boss.
If you give in to your worst tendencies, however, you will not do enough. You will choose laziness.
Matt, for example, gets up early to complete urgent tasks when no one else is awake. He does this on the weekend as well, which leaves him ready to perform on Monday as the CEO. He does not begin work Monday morning having to catch up on email.
Don’t let freedom lead to laziness. Don’t be lazy, but rather do the work.
Barbell Logic Links
Website: https://barbell-logic.com/
Instagram: https://www.instagram.com/barbell_logic/
Facebook: https://www.facebook.com/barbelllogiccoaching/
X: https://x.com/BarbellLogic
Matt's Links
Website: https://ryanmattreynolds.com/
Instagram: https://www.instagram.com/reynoldsstrong/?hl=en
Chris's Links:
LinkedIn: https://www.linkedin.com/in/chrismreynolds/
See how much you could be making at https://turnkey.coach/5x
Check out our Coaching Kickstarter eBook to accelerate your coaching career
If you're interested in improving your coaching practice and making 5x your current dollar-per-hour earnings, go to https://turnkey.coach/coaching-rediscovered/
Someone in the All In conference Matt, Niki, Andrew, & Josh recently attended said “that’s below my line.”
What does this mean? It means certain things should be below “your line” that stirs up your anger.
Of course, anger is an emotion, and emotions arise sometimes whether you want them to or not. That being said, you should avoid outrage culture, and if you find yourself dominated by your passions, you should step back and deal with it.
Matt has identified that addressing a situation in anger almost never works out well. This does not just mean yelling or punishment, but even talking in anger – it usually does not come off well.
If accomplishing the goal is the goal, and anger does not help, then don’t lean into the anger. Acknowledge, overcome, and try to make peace.
Pick Your Battles: Assume the BestOne component of picking your battles is assuming the best in others, especially others who have built up a level of trust with you.
You cannot be in a healthy relationship with your spouse or really any other important person in your life if you assume the worst possible motives for their actions.
Reach out to the other person and listen. Winning an argument or seeking to dominate conversation is not a good way to reach understanding or peace.
Pick your battles, seek peace, and overcome anger and other passions.
Barbell Logic Links
Website: https://barbell-logic.com/
Instagram: https://www.instagram.com/barbell_logic/
Facebook: https://www.facebook.com/barbelllogiccoaching/
X: https://x.com/BarbellLogic
Matt's Links
Website: https://ryanmattreynolds.com/
Instagram: https://www.instagram.com/reynoldsstrong/?hl=en
Chris's Links:
LinkedIn: https://www.linkedin.com/in/chrismreynolds/
See how much you could be making at https://turnkey.coach/5x
Check out our Coaching Kickstarter eBook to accelerate your coaching career
If you're interested in improving your coaching practice and making 5x your current dollar-per-hour earnings, go to https://turnkey.coach/coaching-rediscovered/
Barbell Logic has identified a somewhat typical progression among a cohort of its clientele. These folks go from fan to strength client to Academy client to coach using TurnKey Coach.
Micaela Bickel followed this path.
She began more in the fitness space, programming circuits and endurance. Barbells were sprinkled in.
Despite her skepticism and fears, training with barbells produced the results she wanted and not only did not hurt her back but actually helped her back.
She attended a seminar and left humbled but ready to pivot to strength-based training for both herself and her clients.
Client to Coach: The Business of CoachingShe soon found the Academy and learned many of the practical and academic things it teaches. Despite having an exercise science degree, she derived a huge value from the academy.
She opened a gym in February 2023. That was a steeper learning curve.
She learned as she went, though the Academy also not spends more time addressing the business of coaching.
Her first important transition was from charging per session to charging monthly. Soon thereafter, she moved to a hybrid model of coaching, where clients receive usually 2-3 months of in-person coaching from her and then are moved to online through TurnKey Coach.
This has increased her ability to coach more clients and decreased her time at work.
The way TKC measures progress and PRs has encouraged compliance, and clients are able to train while away from the gym (and Micaela can coach away from the gym).
Learn about Micaela’s story from client to coach and how she crushed the client life cycle.
Barbell Logic Links
Website: https://barbell-logic.com/
Instagram: https://www.instagram.com/barbell_logic/
Facebook: https://www.facebook.com/barbelllogiccoaching/
X: https://x.com/BarbellLogic
Matt's Links
Website: https://ryanmattreynolds.com/
Instagram: https://www.instagram.com/reynoldsstrong/?hl=en
Chris's Links:
LinkedIn: https://www.linkedin.com/in/chrismreynolds/
See how much you could be making at https://turnkey.coach/5x
Check out our Coaching Kickstarter eBook to accelerate your coaching career
If you're interested in improving your coaching practice and making 5x your current dollar-per-hour earnings, go to https://turnkey.coach/coaching-rediscovered/
This is a state of emotional, physical, and mental exhaustion. It comes from doing too much for too long, especially too many urgent things. Some people have performed some great feats of endurance in their lives, but they often focus on the important, not the urgent.
You will experience a lack of desire to work, even with things that used to motivated and excited you. It will affect all areas of your life.
There is a clear parallel with overtraining. Overtraining is actually less common than most people think, but if you become overtrained it is debilitating. Overtraining and becoming burned out are better to avoid than dig yourself out of.
Burnout: Avoidance versus Digging Yourself OutThis is one of those instances when important things become urgent. You drown in an overwhelming amount of urgency for too long, and you will have to confront it. It is better to get out in front of it.
Ensure that you are making time for the important. You are taking days off and there are things you do unrelated to the urgent every day.
Take care of your health always: physical, medical, spiritual, psychological, social.
Do not medicate with activities that can exacerbate the problem, such as alcohol or other drugs, unhealthy foods, empty pleasures, risky behaviors, or excessive spending or gambling.
To dig yourself out will require more work and greater effort than if you had never found yourself burned out in the first place. And, of course, some people never dig themselves out.
Avoid burnout, but reach out for help if you find yourself burned out.
Barbell Logic Links
Website: https://barbell-logic.com/
Instagram: https://www.instagram.com/barbell_logic/
Facebook: https://www.facebook.com/barbelllogiccoaching/
X: https://x.com/BarbellLogic
Matt's Links
Website: https://ryanmattreynolds.com/
Instagram: https://www.instagram.com/reynoldsstrong/?hl=en
Chris's Links:
LinkedIn: https://www.linkedin.com/in/chrismreynolds/
See how much you could be making at https://turnkey.coach/5x
Check out our Coaching Kickstarter eBook to accelerate your coaching career
If you're interested in improving your coaching practice and making 5x your current dollar-per-hour earnings, go to https://turnkey.coach/coaching-rediscovered/
The podcast currently has 90 episodes available.