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Thursday, October 05, 2023
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[The following is the full transcript of this episode of Enoch Leffingwell’s live show. Please note that this episode, like all episodes, features Enoch speaking off the cuff–he is unscripted, unedited, and filmed in one take. If you’d like to hear more messages like this, follow Enoch on Instagram and Facebook for more content.)
“As health coaches, we give health advice and tips all the time. Do you know anything about what we can and what we can’t say when it comes to making content and sharing health advice online or even in a course? Do we need disclaimers?”
That's a great question.
If I understand your question correctly, you’re asking me, are there some regulations or restrictions or kinds of wording that we want to stay away from as health coaches creating content online? What advice could I share? How do I handle avoiding legal issues or getting banned from social media with my health messages?
I would recommend when it comes to creating content online, the way I look at sharing health messages online is that social media does have some restrictions. There are especially some complications when you talk about curing or diagnosing diseases. They don't want you to do that. Whenever I do my health presentations where I’m selling my supplements, I always have a disclaimer that says something to the effect of, “Look, in what I'm about to share with you, I'm not claiming to diagnose, treat, or cure diseases, I believe only God can do that, then I quote, Psalms 103, “God who heals all thy diseases and who cures all thy diseases” I'm just here to give information for educational purposes.” just having that disclaimer, definitely helps with compliance. And it's very simple for people listening, and they just get it. People are used to disclaimers like that.
Another thing when it comes to Facebook. I just invested $17,000 in this Facebook advertising coaching program recently, and my mentor Jon Jacques, said something interesting. When it comes to Facebook content on your timeline, they're a little less restrictive. Whereas if you are paying for Facebook ads, or I imagine YouTube ads as well, when you're paying for ads, then they're way more restrictive, and very particular on the wording that you say. They have absolutely no tolerance for anti-Vax, no jab messages. If you say anything against vaccines, they're going to shut you off. They're not happy about that. You don't want to talk against those on video if you don’t want to get shut down.
For content, if you're talking about something along those lines in your post, more than likely Meta will say independent fact-checkers found that this information is false. They might blur your image and say, this has misinformation, you want to see more and click more. I know that some health educators really want to talk about what's going on with COVID. But they have AI and algorithms that comb through all your content. Probably even just the word COVID that I'm saying they're gonna look into this video too.
What I find helpful is when you're talking on these platforms, if you're using social media, to get access to their audience, then you abide by their rules.
"If you're using social media, to get access to their audience, then you abide by their rules."
There are two types of traffic.
Number 1: Traffic that you own. Examples: Your email list. Your phone list. physical mailing addresses. These are the lists that you own.
Number 2: Traffic that you borrow. All social media is borrowed traffic.
Let’s get this straight. Subscribers to your YouTube channel are not subscribed to you. They are subscribed to YouTube. They become your subscriber when you collect their email or phone number. This is why I am sold on the value of relationships. YouTube has made a somewhat recent update where now even if you have a million subscribers, there's only a fraction percentage of your subscribers that actually will get a notification and are gonna see your content. People are subscribing to a whole bunch of channels in addition to yours. It used to be everybody who subscribes gets notified and sees your new videos, but that’s not the case anymore. YouTube can make drastic updates as frequently as it wants. Think about it as YouTube's saying “Look, you don't own that traffic. You're borrowing that traffic from us.”
"Let’s get this straight. Subscribers to your YouTube channel are not subscribed to you. They are subscribed to YouTube. They become your subscriber when you collect their email or phone number."
I had an eye-opening experience and a shocking wakeup call with Facebook, in 2014. For the first couple of years after I got started posting on Facebook for business, I would get around 3000 views organically on every post that I'd create. Then basically overnight, Facebook's like, “Nah, you have to start paying us to get access to the audience you built on our platform. This is a pay-to-play game now, as of midnight last night” Now all of a sudden each of my posts is getting around 300 views per post on a business page. I thought, “Whoa, that's a big difference!” I didn't know how to make sense of it back then. But now the way I look at it is this.
Every platform is kind of like you are being invited to an event that someone else has hosted. Imagine you’re going to an event or you're attending a wholesome party or something. You're going to an event that someone else is hosting. But the host is going to have some house rules. As long as you are under their house, you want to abide by their rules.
For example, personally, I don't like taking off my shoes when I'm in my house. But if I'm going to someone else's house, and they take their shoes off, I'll do it. It’s not the most pleasant experience for me, but I'm down with respecting their wishes. When I'm in their house, I'll follow their house rules. That's just how I operate.
Social media is just like that. There are some things like talking about curing aids, or any disease, or anti-vaccination messages that social media companies don’t like. There are some hyper controversial topics when it comes to borrowed traffic, I don’t talk about and neither do I recommend you talk about.
If you want to borrow their audience, to build your audience, if you want to grow your influence to be able to reach the people you're called to serve, then just follow the house rules as long as you're in their house. The goal is to take the borrowed traffic from social media and turn it into traffic that you own on your list. Once the people are on a list that you own then there is more freedom to speak about controversial topics and abide by your rules.
"The goal is to take the borrowed traffic from social media and turn it into traffic that you own on your list. Once the people are on a list that you own then there is more freedom to speak about controversial topics and abide by your rules."
How do you do that? Through creating lead magnets. Take a piece of content that is so good and valuable that people would be willing to pay you for it. Then give it away in exchange for their contact information. Just like I shared in the High Income Health Challenge VIP session, I talked about some advanced profile optimization strategies for you to turn the attention you’re already getting for free on Facebook from your cover & your pinned posts to be able to turn that into leads and customers for your business. You can use lead magnets where you can collect emails, and phone numbers, and thereby start having traffic that you own. When it comes to having a list that you own, now you're in an environment where you are the host, you set the rules, and you can say whatever you want to your people. Then if you're hosting a live event, or if you're teaching on Zoom, or if you are in an environment that is not live streaming to these social media platforms, you can freely share however you want, and whatever you want to talk about. Because this is your house now. But when you're playing with other people, in other people's houses, you want to get along well under their rules that they set, and take your shoes off. I don't believe taking this approach is compromising the integrity of your message. I believe it's being tactful.
Jesus said “Be wise as serpents and harmless as doves” (Matthew 10:16). It's not that you're never speaking openly. It's just you're being tactful when you're in someone else's house. That way, you can be invited back again, and have access to all those people you otherwise wouldn't. Then when you're in your own house, (speaking to your own list), you're able to share more directly with the people about anything you want to. That's how I look at it as far as some words you can or cannot say online.
If you'd like to avoid getting banned from posting your health videos or you're interested in learning how to create content that converts then I invite you to schedule a clarity call with our team. In this call we will discover where you are and exactly where you want to be and reveal a battle plan for the fastest path to getting you there.
An entrepreneur since he was 10 years old, and being fascinated with internet marketing since he was 12, Enoch now teaches authors, coaches, speakers, and other high-level entrepreneurs how to get paid a premium for their advice by helping them to create premium mentorship programs.
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