Building a scalable offer that feels amazing with Liz Domanico

* Transcript created by AI – may contain errors or omissions from original podcast audio

In the online world we hear a lot about the need to build a scalable business. However, if you are building a scalable business, that doesn’t feel in alignment for you, it is not going to create long term happiness for you, nor are you going to magnetize in clients if you aren’t selling it from a place of integrity and alignment. In today’s episode of the podcast, I am chatting to a former client of mine, Liz Domanico about how she has created a sustainable offer that feels amazing for her to put out there in the world. And hence why it is working so well for her. I am sure you’re going to love today’s episode. It is filled with inspiration and practical tips. So let’s dive on in.

CLARE: A big warm welcome to the podcast, Liz.

LIZ: Hello. Hello. It’s nice to be here.

CLARE: It’s so great to have you on the podcast. And Liz, for anyone who doesn’t know who you are and what you do, could you please introduce yourself to the listeners?

LIZ: Hello, everyone. I am Liz Domenico and I am a lifestyle coach and I work with women to just basically improve their lifestyle through a number of things, mindset, exercise, nutrition, and have fun while doing it.

CLARE: I love that. I love that. We’re going to go so much deeper into all of this. But the reason that, you know, obviously I brought you on the podcast is that I was your mentor for six months of this year. And I’ve seen a lot of changes from when we very first met to where you’re at now. So maybe let’s backtrack back to when we first connected.

So what made you decide, I guess, to reach out to me?

LIZ: Well, funny story, actually, I had a few people in mind when I was looking for a business mentor and. I knew a few people in the, in different entrepreneurial industries. And I remember a close friend of mine mentioning your name and your name popped up a few times.

And I had no idea who you were. I had a little stalk and at first I’m going to be honest. I was like, Oh, I don’t know. Like I, I thought I wanted someone who I really, what was really important to me when I wanted a coach was someone who’s a little bit. alternative, I’ll say, like, who loved manifestation, who believed in energies and all that, but also was going to be hands on because I had just started a business and I had no idea what I was doing.

So, I remember messaging a friend that worked with you and asking what they thought of you and obviously she had nothing but good opinions. things to say. And then she also sent me a few other people that knew worked with you. And I am someone, I’m a coach, I know how to get the real feedback from coaches.

I went straight to those people, not even, I hadn’t even inquired with you yet. And I messaged those people. Previous clients of yours without any kind of guilt. I said, how did you like working with glare? Tell me everything. And that’s how you get honest feedback. And, you know, from that feedback alone, that’s what made me book a call.

And then as soon as I spoke to you and you talk about what kind of systems you put in place, plus your mindset about. Energy and business. I was like, yeah, let’s do it.

CLARE: That’s so cool. I didn’t know that story. So there you go. But I do think that that’s a really clever thing to do because a lot of people, I see some coaches who post testimonials that aren’t even true.

And it’s really. To actually reach out to the people and say, Hey, what was your experience and and get some feedback. So I love that. Okay. So let’s dive a little bit into where your business was at at that stage. So you had just started, but, you know, you did have a. A pretty decent client base really for someone who was.

Just getting started in business. So let’s talk about exactly what you were doing at that point in time.

LIZ: So when I started with you, I think I was four weeks in business. Really got to you quick. And in that four weeks I had, I think just 25. Online one on one clients and yeah, and I wanted to scale, but I didn’t know how to do that without exceeding like 40 clients.

CLARE: And you were very much positioned as a fitness coach. Like it was very, very much about the, the training, the bodies, the, all of the things because that’s where you’d come from.

LIZ: Correct. Yeah. Yeah. I was, I was employed for four years under someone else and it was purely aesthetically transformations.

CLARE: Yeah.

And then when we met, there was something that I remember you said, I don’t know if you can remember, but when we first got started, you were like, this doesn’t really, I feel like there’s more. So talk to me about what that looked like.

LIZ: Well, I always had this itch for, well, obviously when I trained these clients, I saw for myself all the mindset shifts and changing how they saw themselves.

But there wasn’t any element that I was allowed to kind of open to Kind of giving clients more of that. It was pretty much my style of training, but it had to be narrowed down to our systems. And I guess when I started with you, I was like, Oh my gosh, this is my business. I can implement more mindset and you know, a bit of manifestation, which is a bit of me in my coaching.

And I didn’t know what that was going to look like. But I just knew I had such a passion in that world and I wanted to combine the two of like fitness and I guess spirituality, I don’t know if I would lose, use that word really loosely, but just like your mindset about yourself.

CLARE: Yeah. And even the way that you talk about food is very different to the way that a lot of online coaches talk about food.

I remember when I was first watching you and you’re like eating an ice cream and you’re saying, you know, there’s no such thing as good foods and bad foods. And I was like, this is so cool that you are just embracing. This real side of you where you’re just really being true to the way that you actually do coach and speak to your clients.

And we actually came up with a whole new term for your, like, rather than being a, an online coach or fitness coach, it was coming up with this term lifestyle coach and really saying it’s, it’s more about, it’s about more than just giving you the booty that you want. It’s about giving you the life that you want.

LIZ: But then just like your body transformation. Yeah.

CLARE: So first things first, we’ve sort of really worked on your messaging. And I know that at the start too, it was really trying to get the flow with marketing. I know that at the start you were, you know, you weren’t in the zone of, of constantly showing up in, in your marketing, growing an email list, all of those things, but that sort of started ticking away.

And then I started to be like, wow. I remember seeing your content just suddenly. I’m like, she’s so freaking. Funny. And do you remember when it all kind of clicked and then suddenly there was just content, because at the start it was like, you know, like, it felt like it was a really, really big challenge for you to be.

And then all of a sudden I’m like, Oh my gosh, this girl is she’s sharing. She’s hilarious. She’s adding value. She’s doing things in a really different way to what a lot of other people in the industry are doing. And so you really kind of hit your flow there and. More and more clients were coming in and suddenly you’re starting to go, I can’t pay more clients.

In fact, I want to work less because you are someone, I think by heart, you, you just got such a beautiful, big soul. You want to give so much that you are pretty much on call for your clients. Like. 24 7. It wasn’t quite that bad, but what did that look like?

LIZ: Yes, yes. There was a time where you quite nicely told me Liz, these people shouldn’t have your 24 7 attention.

And I was, I think I struggled. I struggled with that because You know, if it wasn’t for my clients, I wouldn’t be where I was but I had to learn some hard boundaries for myself if I wanted my business to expand. I guess. I needed to step back a little bit to create. I never had to create when I worked for someone else.

And in that space, when you are putting out reels and trying to be creative and being authentic, and you have to have time to yourself and you can’t be burnt out. You can’t be exhausted mentally. And I think, I guess you taught me a lot. You know, you need to take a step back because you need to have this whole other role that I kind of ignored, that was kind of making people knew who I was through these creations and reels that we were doing.

And I think I just got more comfortable doing it. And that meant I had to kind of step back a little bit.

CLARE: Yeah. And I think there was something, I remember that you were telling me that you’d wake up on the weekend and people would be telling you about, you know, a relationship breakdown. And you were kind of like, I think that’s where I was like, whoa, you were, you are not people’s on call psychologist that needs to help them with every area of their life.

And so I know that it was challenging at the start, putting those boundaries in place, but wasn’t it funny how actually Quickly that you then adjusted to the new flow of saying, this is what I’m available. This is off limits. And, and suddenly it was starting to go, oh, my gosh, I’ve got more so much more time and I’m still making the same, if not more money than I was before.

And then what happened was that you were very, I don’t know if that was the nudges from old coach here, but how can we create scalability within the business model? So how did you have any ideas? I know that the model that had been modeled to you was hire more coaches under you. How did that idea feel to you?

LIZ: I always knew I didn’t want to do that route. I knew that before even leaving the other business purely because I was a coach that was hired. And I guess I just observed. That, that model wasn’t suited for me. It can work for a lot of people, but I just didn’t want that for my business personally.

CLARE: And so we started playing around with some concepts of what are some things that might work. And we spoke about courses. We spoke about like containers and one of the concepts that eventually. So I’m going to talk a little bit about the birth of your membership. Tell us a bit about what you decided to include in this program.

LIZ: Well, this membership actually first started really like it felt a little forced. I’m not going to lie. I remember when we first came up with the idea. I had changed it a lot. Like I, it first felt too fitness related. And I remember we had a structure where we first wrote up what it would include and then through like developing who I was and or like my authenticity in the industry, I just felt like some of this stuff wasn’t aligning anymore.

And through like the few months that we were kind of. Narrowing it down and just fine tuning it. I decided to change a lot, which felt so much. better. And it’s just as simple as like my mindset activity a month. This was something I really was passionate about. I truly wanted to make an impact on someone’s mindset and wanted to explore an activity monthly in this membership.

And that is purely because I wanted to create something that You know, people had to sit down and, like, actually do more work than just going to the gym and eating a meal plan. But on top of that, I still wanted to cater for that side of my fitness audience who obviously come to me that get great results.

You know, a structured meal plan weekly was also important, as well as getting a program in that changes every 8 weeks. But then adding Weekly affirmations, which again, it’s just, I was trying to mix the two of, you know, your mindset and clearing who you are and being a better person, as well as let’s look after ourselves like physically and nutritionally and mentally.

CLARE: And the way that you really explain it is so beautiful because it’s not like, yes, you want to get the transformation in your body, but it’s almost like the transformation happens within you. Like the self love, the self confidence, the, and then the, you know, your, there’s a phrase you use, I can’t quite remember it, but it’s something like, I eat well and I train because I love myself, not, can you articulate that?

I can’t remember exactly what it is.

LIZ: So it’s like moving your body because you love yourself. It’s, it’s eating these foods because you want to nourish your body and because you have so much love for yourself. Rather than, you know, going to the gym because you, you hate yourself and your body. Just changing your mindset of why, your why, to why you’re going to do these things, can make a huge impact and it’s truly what makes people stick to a, Program or a really like great diet.

I don’t even like to use the word diet. Great like food plan.

CLARE: Yeah.

LIZ: Change your mindset of why you’re doing it.

CLARE: I love that. So we came up with this beautiful concept of the membership and I love this about you. And again, this comes back to your own sense of self love and self confidence. You’re like, no, that doesn’t feel aligned.

And so it’s like, play around with it, tweak it. What does feel aligned? Because when you are selling. Your offer to the world. People can tell the conviction. If you were like, this is the greatest freaking thing that’s ever been made. Everyone needs to join. That’s the energy of magnetism. That’s the energy of client attraction.

And I, I know that you got there with your membership. You’re like. People please. So the journey of launching your first online thing is a really, really big journey. I think that there’s a bit of a misconception. I think I used to think this, I’m like, yeah, you just pop the thing up on your website and people can buy it.

Let’s talk a little bit about the journey to get to where your membership is now. Like there were, Landing pages. Thank you. Pages. Welcome sequences. I’m going to reach traumatize you right now. Let’s talk a little bit about that journey and I guess what you learned along the way there.

LIZ: I think there was a lot that I had to learn.

As I said, I came fresh like 2 weeks, 3 weeks into a business to you. There was a lot of back end things I’ve never done before. So I think. My first trauma was the landing page. I had never heard of a landing page in my life. I didn’t know how to write one. I didn’t. Know how to navigate the clicks, the links, and it’s like all that kind of stuff.

And I think I remember having my first, I don’t want to say meltdown cause I didn’t really let things get to me that bad, but I kept putting it off. And I remember you were like, where’s this landing page? And I was like, give me a few more days, three more days. And I didn’t. Want to admit that I couldn’t do it as simple as a landing page that you’ve never done before.

And I remember this is the time where you said, let’s outsource. And I was like, what does that mean? And I refused. I really was stubborn because I just felt I had to learn everything and know how to do everything. So I guess that’s the first part of The journey, the backend stuff, the landing page.

I think as well, I hadn’t even. Like had an email list either. So we built a whole entire system to get emails. Again, I’d heard of email lists before I I’m a part of so many, yet I did not know where to even begin to get people to join yours. And I think that was such a fun journey to learn. I just got like super interested in like, how do, how do we get people into a membership?

And that’s when we started to create freebies. And it all started making sense. Like I watch people. I’m a part of a lot of people’s mailing lists, but to make it your own and to go through that journey yourself you know, it’s fun. I found it really fun apart from the landing page, the actual journey of like creating freebies and getting people to join and creating again, reels that eventually like you do multiple reels to get people into this emailing list and to give them value.

And it’s, that was just like the lead up to a launch of a membership. I think, you know, so much work does go behind setting something as small as a, you know, membership up.

CLARE: Oh, absolutely. And let’s be clear here. Launching an online program is really, Freaking hard. I mean, let’s not underestimate that. And I know, you know, something that I do that I know a lot of other coaches don’t do.

I like, I’m there writing the emails with you. I like, I love to actually get my hands dirty and to be like, Change this. I don’t think that’s going to work. Like, is there a different way? And making sure that everything is authentically you as well, because there’s no point in writing something that’s clear speak if it’s going to be Liz’s product.

And so yeah, it was really fun, I think working on a lot of the content. And then it was, I just remember like when various things would click, like then when you had to do the next landing page. I mean, how freaking easy was that?

LIZ: Yes.

CLARE: Talk about mindset battles, right? The first time you do anything, it’s interesting because at the moment I’ve been watching you do, and correct me if I’m using the wrong terminology, but pull ups.

LIZ: Is it

CLARE: pull ups where you lift your whole body weight? And I’m still at the stage where I’m just like, I literally grabbed the pole and I’m hanging there and I’m, I can barely hold my body weight. And I know that so much of it too is such a mindset battle. Like I’m strong, but I know that like the first time you’ve done something, when you’ve done something once, it is so much easier to do it again.

Because you’ve, you’ve been there and you’ve done it and you’re like, cool. Yeah, we’re back here. I can do this again. And I think that that’s like something that has. Yeah, serve me through business life. So many times. I’m sure that, you know, there’s going to be so many battles over the years. You know, when you have your first team member or your first complaint or your first negative review, and the first time it happens, it’s so scary and overwhelming.

And then. After that, you’re like, okay, yep, been through that. Here we go again. And it’s, it’s definitely never as hard the second time around. So let’s talk a little bit about membership. So you then decided to do a live launch. So tell us about that first live launch.

LIZ: That was not, not scary. I don’t want to use the word scary.

I think it was just unfamiliar. I’m going to use the word. It was so exciting to Launch something that I had never seen as well in my industry. You know, everyone that I’m close with or that I watch there, they kind of go through the whole hiring coaches. So for me, I haven’t even seen someone do this.

So I was a bit like, I guess, excited, scared, worried. Cause I’m like, is this going to be a hit? Like are people going to understand what this is? But once it was out there and it was like up and running and I loved it and I believed in it, I think it just felt Amazing to have something other than working one on one with me.

It’s how I wanted to scale in a different way. And it just showed me a different avenue that my business can go through. So that’s

CLARE: so cool. And it’s

LIZ: beautiful

CLARE: actually, because I think the thing you’re really scared about as well is what’s going to happen to my one on one business. You’re like, is everyone going to go over there?

And. Really recognizing actually they’re two different client bases. And if anything, you’ve now got a funnel into your one on ones. You’ve got people who might come in, who might not be at the stage where they can quite ready to invest at that one on one level, but they get to come into your world and experience your magic, the transformation that happens from working with you.

And then potentially go on to work one on one as well.

LIZ: Even the other way around, like if a client is, you know, about to leave, but they still want that structure, they actually have been joining the membership. To just have that less one on one experience, but they kind of know what they’re doing, but still want that structure for their everyday life.

CLARE: That’s so, so cool. So how is business obviously you and I sort of reached the end of our time together and you were like, I need a little bit of time to integrate here. So talk to me about what’s going on in your biz right now. What’s coming up for 2025. I’m really excited to hear.

LIZ: So we, I think we finished up in September.

So yeah, we spent six crazy months together, which flew by. It was so quick. And I think ever since I have been on my own, the biggest thing I was worried I’m like, can I do business without Claire? I guess the one thing I really do miss though, is like, Having someone that I can just be like, this is happening.

Is this right? What should I do here? But again, that’s me practicing self trust and business has been really good. And I have just been at a really nice level right now where I’ve just maintained what we’ve built. Like we spent so much time building so I can have a point where I can just sit and maintain.

And I think that was hard for me to do the first. Couple of weeks. I, I’ve felt like I wasn’t doing enough and that I needed to do more. And what, but I’m like, no, no, no. Me and Claire built this so I can just chill out as well. So that was my plan for the rest of the year. Just maintain where we’re at.

And then next year, I’m really excited to maybe develop a course. Yeah, I won’t go into too much detail, but something I’ve always wanted to do, I think I even told you, it’s just to kind of develop another way to work in my world without having to maybe be one on one or in a membership to just get a little taste.

CLARE: I’m so excited. Liz, you are like such a dynamite. And I know that people say this to you all the time. Your energy is just so beautiful and magnetic. And I know that you are going to be an absolutely massive, massive success in whatever path you continue to take. In your business, but I really wanted to take a moment and say, big, thank you to you for, for trusting me and for our time together.

And also for coming on the podcast and sharing a little bit about your journey. It’s been really lovely to hear about it. If people are listening and thinking, do you know what I’m ready for a life and a body makeover, how can they connect with you? How can they jump in the membership? Tell us everything.

LIZ: First of all, thank you so much. And same goes back to you. I don’t know what I would do if I didn’t have you as my mentor for six months. So I appreciate that. Now if you are wanting to get in my world, if you want to work with me, if you want to reach a point where you’re obsessed with yourself and your body and your mind the easiest way to work and with me in one on one capacity or a membership option is to go straight to my Instagram page, Liz Domenico and apply to work with me.

I’ve got a little link of my bio and there’s a application to work one on one with me, or there’s a application to jump straight into that membership option.

CLARE: Yeah, beautiful. And obviously I’ve got links in the show notes for today’s episode. Any words of wisdom that you want to share with our listeners, any inspiring thoughts about.

Falling in love with themselves.

LIZ: I think the biggest lesson that I would want everyone to kind of know is, it’s okay if you’re not where you’re at right now just learn to enjoy the journey, be obsessed with yourself now, because you can get and change what you’re doing. Your whole body and still be unhappy.

So truly, truly spend some time on kind of picking out what you do love about yourself and just focusing on that.

CLARE: Oh, that is so powerful. And it’s really interesting actually, because I went on my own self love and self confidence journey before my body changed. Like, I felt like that I got to that stage and then the work, the trans, the external transformation happened later. And so I love that you’ve got that ethos around it. And thank you so much for sharing that with everyone.

Liz, it’s been an absolute pleasure. I know that I will chat to you very soon and thanks again for coming on the poddy.

* Transcript created by AI – may contain errors or omissions from original podcast audio