The Unconventional RD Podcast Episode 16 - Building a Six-Figure Virtual Private Practice with Tony Stephan

What we cover:

More About Tony

Tony Stephan is a Registered Dietitian and the founder of Tony Stephan Fitness & Nutrition LLC and which is an online nutrition coaching company helping clients achieve their performance, aesthetic goals and life goals.

Tony has been featured as a nutrition expert in Fox News, NBC News, The Huffington Post, Readers Digest, and Women’s Health Magazine.

Tony also is the founder of the I Believe Mentorship which is an innovative approach to nutrition coaching that gives professionals and practitioners the tools they need to manifest a massive coaching business that’s predicated on authenticity, value, and human connection.

Connect With Tony

Episode 016 Show Notes

Please note that I am an affiliate for some of the following products. If you click my affiliate link and make a purchase, I may earn a percentage of the sale at no extra cost to you. As an Amazon Associate, I earn from qualifying purchases.

Links From This Episode:

Read the Transcript

Welcome to The Unconventional RD podcast, where we inspire dietitians to think outside of the traditional employment box and create their own unconventional income stream. We'll talk all things online business to help you start, grow, and scale your own digital empire.

What to Expect in This Episode

Oh, my gosh, you guys. This episode is so valuable.

Today, I talked with Tony Stephan and he is a business mentor for dietitians. So, he offers mentorship, coaching, that type of stuff, for dietitians who are interested in growing and scaling a virtual private practice.

And I know this isn't a topic I spend a lot of time on, um, with private practice and all that. But I think right now, given the times, a lot, a lot of people are interested in making the transition from maybe an in-person private practice to doing more work online. So, I think this is incredibly valuable.

We talk about so, so many things, most importantly, how to get off the hamster wheel of just selling one-off appointments and start to build an actual scalable business with systems, which is huge and you know, applicable to so much.

We talk about the value of perseverance, different ways that you can grow your audience and build connection and trust with them. Power of authenticity. Yeah, all of that.

It's just, you can hear in Tony's voice that he has walked the walk. He's done all of the stuff. He's lived through it, and the amount of value that he gives in this episode is unreal. So, I'm really excited to dive on in, and I hope you guys love it.

Introduction to Tony Stephan

Erica: Today on the podcast, we have Tony Stephan, and I am so excited. He's here to chat with us about strategies to grow and scale a virtual private practice which I know is really timely with everybody considering different ways to get online at this time.

Um, and I just want to put a little caveat here. I know normally I spend most of my time talking about ways to move beyond one-on-one work or less conventional income streams that people might not think about. But I really think this is a hot topic right now.

Um, and the general principle of just like creating systems and scaling applies to so many areas of our life and business. So, I'm really excited for this conversation. Uh, so welcome, Tony. Thank you for being here.

Tony: Erica, you're the best. Thank you so much. I'm so excited to be here. Thank you so much for your time. Um, and again, thank you so much for building this platform for RDs and just the value you're creating.

Erica: Yeah. I mean, I think I first heard about you through Heather Neal's RD Entrepreneur Symposium. Maybe a couple years ago.

Tony: Yeah. Heather's good people. I like Heather a lot.

Erica: So, I think today you're, like, pretty well known as a business coach for dietitians, but I like to kind of get people's backstory when we first start out the podcast. So how did that come about? Like, can you share with us how maybe originally became an RD and how you transitioned from working as an RD to then coaching other RDs?

How Tony Got Into Business “Coaching” and Mentoring

Tony: Yeah. Yeah. Okay. Can I be honest with you, Erica?

Erica: Yeah.

Tony: I hate the word business coach. I know it's like the trendy, like, cool thing right now, but I really just view myself as a mentor.

Erica: Perfect.

Tony: Like I view all my students, our 55 plus RDs and nutrition experts in our mastermind, as just like, I've been in your shoes. I've been where you're at in my 12-year journey, which I can definitely fill you in on. Um, and I think just one thing for anyone listening, like, because coaching is such a big thing right now, look for someone who's, like, been in your shoes. I think that's such an important thing. So that's why. I know that term comes up. I've always viewed myself as a mentor, and I know people call me their coach and I love that. It's like mentorship is really what turned me on.

So, um yeah, you know, for me, Erica, it's a really interesting story, and I'll keep it short. Um, but I grew up outside Detroit, Michigan, and, you know, um, really, my start in health and fitness all happened when my mother unexpectedly died from an overdose with drugs.

I was a young man. I was 17 years old. Um, we were in a financial hardship. Um, we were actually filing for bankruptcy on her home. This was all one like the recession happened, the 2008 market happened. My mother was battling with drug abuse. Um, and you know, here I am, this young man, 17 years old, testosterone pumping, hormones, lost my mother. My dad says we might lose our home. We're using food stamps for groceries. And my father, he taught me two really important things at this time.

He said, number one, you can have anything you want in this world as long as you're willing to go work for it. And I think that's a great lesson. I'd love to share with everyone listening.

And number two, he took me into our basement. So, this is a small ranch home in Warren, Michigan. So, about a mile and 1/2 right on the outside of Detroit, Um, small little basement, he takes me down there. There's an old school weight bench with dumbbells with, like, sand in them, duct tape on them, like old school. And he's like, this is fitness. This is working out. I want this to be your outlet. Um, I want you to use fitness as an outlet for the sadness, for the anger, for the frustration with what's going on? Fitness was my therapy. Fitness was my, uh, coping mechanism of losing my mother and the financial hardships we were going through.

And I loved it so much. I wanted to help other people with fitness who were going through stressors, depression, divorce, you know, whatever. Just daily stress. I saw what fitness did for me. So, I then kind of received that mission from God, I really feel, to say, go help others, go serve others with this.

Um so 18 years old, I go out, I do a take-home study, self-study personal trainer. I start training clients in Warren, Michigan, $6 a session. Erica. I don't even know how I got by, but I thought it was awesome. Like, six bucks sign me up and I'm like, I get to train and coach people? Sign me up.

But I didn't stop there because I knew every person who works out has questions about nutrition and every person who is interested in nutrition is probably going to work out. So, I'm like, you know what? I'll work my butt off as a trainer. I'll save my money. I'll go to school.

I went to Wayne State, so it was like a commuter school. Um, I'm like, I'll get my RD credential. I'll see clients as an RD and then I'll work out with clients. I’ll own, like, a fitness studio one day. This will be great. So, I started doing that for years.

Um, graduated college. Took a 100% commission job at Lifetime Fitness. Erica, my colleagues were like, you’re stupid. What are you doing? We're RDs like, go get that $45,000-50,000 a year salary. And I’m like, no, I love fitness. I love coaching. I'm okay. I can sell myself. I know how to do this cause I spent years as a trainer. I did that. I worked in a health club. I got promoted to club manager. So, I started managing RDs in our club. Got promoted to regional manager, so I started managing and coaching RDs in seven clubs.

I had it all. I had a nice car, a nice title, a nice fancy office. I was a leader. I was respected, but I wasn't fulfilled. Um, I wasn't fulfilled because I felt God's calling, um, to go do something bigger. I wanted to help more people than just in Novi, Michigan. So, I hired a coach who's still my coach to this day, Bedros Keuilian. Um, he's an online coach to help people like me, trainers. I was his first ever dietitian client.

I was 25 years old when I did this. It was four years ago now. Um, I emptied my bank account. I took every dollar I had because I was willing to invest into coaching and mentorship to take me from where I am to where I wanted to go. Um, quit that job. I had no money. I asked the woman of my dreams who is now my wife and my business burner to marry me. I said, I'm gonna quit this job. I gotta start this business. I promise it'll all work out. She’s like, ok.

So we do that, start this business. Year one was really tough. Didn't make a lot of money. Struggled. Very parallel to your story. Made mistake after mistake after mistake. Kept going. Found success. Started growing online. Had 75-80 one-on-one clients at my peak, which sounds like a lot, but after 10 years of coaching, like I could handle that. Then other dietitians started hiring me to do nutrition coaching. And the first one I was like okay, cool. Second one, third one, fourth one, fifth one… I'm like, college students, even soon to be dietetic students.

I'm like, wait a minute. Why are you hiring me? I'm like, you know this stuff. Why? And I'm like, I don't mind. I love working with you. People like Andres Ayesta, Nate Diaz, Toni Marinucci. They're like, well, I respect you so much, but I also wanna learn kind of how to do this. And I spoke so openly about mentorship in my life how my coach Bedros really helped me. Other RDs started coming to me. Can you coach me? Can you teach me how to do what you did?

And at first Erica, I said no. I said no, over and over and over again, because I didn't see that image for myself. I wanted to do nutrition coaching, help with fitness, do that thing. I started, though, hearing because, Erica they would reach out and they would say, I'm sure you hear this often, too. I hired this business coach who isn't an RD and I didn't get value. They didn't understand this. They were like, uh, go build this funnel. And then they got a client. They’re like, what I do? They’re like, I don't know. And I just hear these horror stories.

So, I really was like, you know, if I don't step up for our industry, like, I love our profession, I love registered dietitians. I think the work we do is so important, especially in times like now, where health is everyone's concern. And I was like, if I don't step up for the industry I love, who will? It's breaking my heart, hearing these people investing money, and like a lot of money, into coaching when someone didn't walk the walk.

So, I started with a couple clients. Um, Toni Marinucci, Joannah Konecny, Claire Chewning. I still work with Claire to this day. They had huge success. I'm blessed to say they grew it for me. They told people, it grew and grew and grew, and now our mastermind has over 50 members in it. We do, you know, in-person retreats, all those amazing things. So that long-winded story, that's how I got into serving other dietitians.

Why Tony Still Does Some Nutrition Coaching

Erica: Awesome. So, is that your main thing now or do you still do some nutrition counseling?

Tony: I still do some nutrition coaching because I think it's so important to stay current and walk the walk. And I've had clients, like I still have my first ever online client. I've worked with her for 4-5 years now, so it's kind of like I've had people for so long. I'm not gonna, you know, like, say, hey, I'm done. But I don't actively pursue it because my time and my focus is with those RD clients.

Erica: I relate to that so hard, like, I've found myself in a very similar position where I spend 90% of my time like trying to pay it forward and help other dietitians learn how to get online and build online income streams. But I still have some on the side, like, I still have my membership sites chugging along.

And, like I'm eventually like at the end of this, I’m gonna shut down that membership site, the paid aspect of it, and move it all to be free on the blog. Um, but it's that same thing. I'm like, this is my ear on the streets, type of thing. Like having the blog and seeing in real-time, like when there's a Google update or when best practices are changing.

So, yeah, I totally, relate. And I think you're right about having experience specifically in nutrition cause, like there's nuances, you know. There's stuff that we need to think about, even in the blogging space, and I'm sure with everything you talk about too, that you would only know or think about if you are creating nutrition-related content or talking about nutrition, that some other business expert, it's not on their radar.

Tony: You have to stay current absolutely, especially in the field of nutrition. It's constantly evolving. So yeah, I always say, if we're not growing, we're dying, right? So, if we're not staying active with that, it's a huge component.

Ways That Tony Helps Dietitians

Erica: Okay, so just before we move on to, maybe some actionable tips from you, can you just, like, give us an overview of the different services that you offer people, like and how they can work with you? And what benefit they would get out of it?

Tony: Yeah. Of course. So much like you, my main thing is free resources and free content.

1) Free Facebook Community

So, I do have a Facebook community for anyone who's interested in doing online nutrition coaching.

2) Website

Um, we have, on our website, we have free videos, free training modules, all that.

3) Nutrition Coaching Certification

But really, if we look at, like my ecosystem, um, which we launched last year, um, it was a huge, huge success. I'm very grateful that our industry got behind in the dietitian nutrition coaching certification. Um, I heard from our industry for the longest time. like, hey, I wanna learn coaching. Should I go do Precision Nutrition, or should I go do this? And the biggest complaint was, like, Precision is great. I love it. I love John Berardi, but it's built for personal trainers, and half of it is nutrition sciences.

As RDs, we live and breathe nutrition science. We don't need a biology course. We need coaching, consulting, uh, understanding the client relationship, like bridging the gap from what we do in clinical to the real world application of nutrition coaching, not sessions. But coaching on an outcome-based cycle, not on a time-based cycle, which I'm sure we'll talk about.

Um, so we started that. The CDR approved it for 30 CPEs, which was amazing. So, we have that. That's by enrollment only. I'm blessed to say our first enrollment sold out in 23 hours. So, we're currently looking to launch that again. Probably in May.

4) I Believe Mastermind

Um, and then we have our mastermind. And our mastermind is, once someone learns the coaching side of it, once someone learns the systems, the structure, the framework of how to do ongoing nutrition coaching, how to produce transformations from that. Well, then they have the new problem of, how do I sell myself? How do I market myself? How do I go from a few clients to doing this full time for years, not just like when times were good.

But, like, as you and I both know, business is cyclical, like you're going to do this year in and year out. So that's the game we play at the mastermind level. That's a very high-level accountability. That's an invite only program.

5) Weekend Retreats

Generally, we have someone come to one of our weekend retreats. We do three of those in-person per year. We rotate them, Newport Beach, California. Might try to persuade you to come speak at one of them. Um, but we do a lot on the West Coast. We’re doing one here in Michigan in June. Um, so, yeah, that's the high-level offering, but that's really for someone who's in business, they're serious about this, they're gonna make this the rest of their life. Because you get a community of high-performing action-taking real dietitians who are living their lives as online nutrition coaches. So, it's a lot of teaching and application and accountability. But the community, that's what our members enjoy the most.

Erica: I really like how well thought out your journey is to support your people. Like I like that first, you teach them the nuts and bolts, and then there's like, additional support for after that. So, I feel like you're really thinking about the people that you serve, and you set that up in a very, like logical and strategic way. Um, so that's awesome. I think, even if someone's doing, you know, a totally different niche, that concept of how to support people, they could maybe glean from that.

Tony: Progression. Your program, whatever you're offering is. You have this in your business. We talked on my podcast. There should be an ascension or a progression, right? Like, uh, someone who purchases from you one time, 11 to 14 times more likely to purchase from you again. So, if you only have one offer, you're missing out. It's not the money today in a business that matters, it’s the money tomorrow, it's the future opportunity. So, yes, you're absolutely right.

How to Move Beyond the Hamster Wheel of One-Off Sessions

Erica: So okay, well, let's kind of switch gears a little bit. And I think there are a lot of dietitians listening. Maybe there they have a virtual private practice, maybe they have an in-person private practice. I feel like this advice will apply regardless.

But I have noticed a lot of times when people first come out the gate, maybe this is partially because they lack mentorship and things like that. But a lot of people will open up a private practice, and will be like, I'm available! Book an appointment! And it's just like a one off appointment, a one off session.

Maybe even the messaging is a little unclear about what they would be getting out of this one session or maybe booking multiple sessions, but I feel like there's a little bit of confusion about how to present yourself, um, what value you provide and how to move beyond just booking a one off session.

And I think you can get stuck in this cycle of feeling like, overworked, under-compensated, overwhelmed, because you're just taking one-off sessions with anyone who’ll book one and there's no cohesion or structure with your work. So, what would you say to those RDs in that position right now? Like, how can they start moving past that hurdle?

Tony: Yeah, that's such an excellent question. And that's like the number one thing I hear is, hey, I'm doing sessions. I'm trading my time for money, and it's frustrating. So I could talk to you for like 10 hours on this.

#1: You Need a Framework for Your Program

Tony: So, like the number one thing to understand, really, is you have to have a framework for your program. Like in our mastermind, we have a four-part framework that we move our clients through. So you have to understand number one, because I see this so often. I'm an RD. Come hire me! Look at all these letters after my name. Look at all these credentials.

#2: Get People to Know You, Like You, and Trust You

And I hope people will write this down. People don't care how much you know until they know how much you care.

So you have to use social media, website, blogging. You have to use our tools online, which are social media and all those things, to demonstrate value freely. My first year, all I did was post free, free, free value. That gets people interested. People have to know you, like you, and trust you to do business. In a coaching business, your brand is you. People by coaches, not coaching. It's what's called the attractive character in marketing.

Like, people buy YOU. So they don't know you, like, and trust you? You're just posted food like photos of your food and all that? They don't know you. They won't do business.

#3) Offer a Free Consultation Before Booking

Then when it comes to like the logical structure of things, what we teach in our mastermind is the framework of, you should do a consultation. You should do a consultation to qualify and understand. Hey, this is my coaching program. This is who I'm looking to serve.

The first part of our framework is, who do you want to work with? Your ideal client, your avatar. But it goes so much deeper than that. What's the pain my audience is in? How is my program gonna be positioned as the solution to that? You get in a consultation. You understand how to do that, which were not taught in school. But that's, you have to learn how to do.

Because if you just say, well I can do this, I can do this, I went to school for this, which is a lot of what RDs do, people don't see value in that. Cause they say, what's in it for me? Right? So if you can successfully position yourself as the solution to their to their problem.

#4) Work With Them Until They Arrive at the Transformation

Tony: You should be working with them ongoing until you arrive at the transformation. And this is the big difference from clinical to coaching.

In clinical, we are taught to go in, dump everything on them, and then we have to leave because it's acute care, 15 minute diet education, no follow up. Adherence doesn't matter in clinical. Now, of course, we care. But your paycheck doesn't matter if six months from now, Mrs. Jones listened to your advice. In coaching, retention is everything.

I always teach my clients, you want clients to stay, pay and refer. So adherence is huge. And I think you and I and every RD listening test would agree. If a client has a goal, get off blood pressure medication, have the energy to play with my kids, um, put on a dress and feel confident in that dress, just love myself, just love who I am, my body. That can't be conquered in three sessions, four sessions, five sessions. It's ongoing.

I always taught in my framework with nutrition, it's about results, but then sustainability, right? So, to answer your question in a roundabout way, you have to understand that clients don't need sessions, they need outcomes.

And you have to position yourself now not only just for you and your business, but for the client, because, yeah, you can teach them in four sessions. But accountability connects knowing to doing, and it's about sustainability. If you're not setting your clients up to do this for the rest of their life without you, you're doing them a disservice. That's what ongoing coaching is.

Erica: Yah, so many lightbulbs going off during what you're saying. But, yeah, I think one of the things that comes up in my group a lot, it's like, oh, but if I just show up and provide everything for free, like, who's gonna work with me?

But what you just ended with, you know, combining the knowledge with the accountability. That's what they're paying for, really. Like that's the value in working with someone one-on-one, because, I mean, you could find pretty much anything on the internet, like if you Google it. The information is there, but the application, it's sometimes a little more difficult.

So yes, just to highlight that for anyone who was listening in the beginning and thinking, I'll show up and provide value for a year like that, I'm gonna have no business because I gave it all away. Like it's actually the opposite, like the more you give away, the more people want to work with you because then they're like, oh, you really know your stuff, like you just keep showing up and giving me more knowledge bombs, like how much more value will I get working with you?

Um, and that little piece of customization, too, I think. Even when you read online, it can help you to a certain point, but getting somebody who's experienced to give you personalized feedback is so valuable.

PSP: Problem-Solution-Problem

Tony: That's it. And something, you know, we teach our mastermind, “PSP,” problem solution problem. Someone has a problem, and you help them with your free content. Solve that problem. They get a new problem, right?

Like one of my best options when I was doing nutrition coaching, was how to set up your own macros. I literally showed people. Here's how I do it. Here's how you can do it. But then they say, Well, in two weeks, when my body plateaus, what do I do? And that's when they would come to me, and I would convert so many people.

And other coaches and dietitians were like, what are you doing? You're giving away for free. I'm like, no, I'm solving one problem. I'm demonstrating my value with my solution. But then it creates a new problem. Like, you know, right? Someone comes to you and, like, how do I get started with SEO. Well, here's how you get started. Join my free course. But that's like, well, now, how do I get paid people? New problem, and you have to come to that level.

How to Support Yourself While Building Your Digital Brand

Erica: Exactly. So, I guess a question that came up while we were talking about this. If you have to build that relationship in the beginning, I was actually just talking about this with someone. How do you also, like, support yourself in those beginning stages of business, like when you're building your know-like-trust and who you are and what you can offer? Do you usually work with people who maybe still have a job or, like I don't know, like, what do you do if you need money now, but you realize that you have to build the value?

Tony: Don't quit your job. I mean, I did this for 10 years, then went online, and I struggled my first year. It's a different ballpark, and you’re competing. My mentor explained this to me perfectly. I was in high school. I then went to the Super Bowl. You're competing against everybody and their brother. You're competing against people with ads. I never used ads. I just personally never did it. You're competing with all those people.

Keep your day job. Build the business on the side. I worked at Lifetime for six months until essentially HR found out, there was the showdown, then I quit. But I worked at Lifetime for six months and I would work on my business at night. Lifetime was very atypical, so it was like 12:00 to 9:00 and then from 10:00 to like 1:00 or 2:00 in the morning I was working on this business.

And this parallels with your story so much, of, I believed in myself. I was willing to grind like crazy, and then I had the luxury to do it full-time. I think so many RDs see Instagram and see people posting photos and see people like yourself doing the full time things like, oh, I can go do this. It takes, like I said, I just want to emphasize that, 10 years in person, first-year online was a struggle. I did six months of that while working a job. Then I found success. 11 years, 11 years.

Erica: Yep. And for anyone listening, it took me like a solid five years to let go all of my side jobs. I’m now in my sixth year being an RD, and I've been fully just doing my own thing for a little over a year. But I had at least a little bit of a side gig for the first five years. Like, even if it was just a couple freelance articles a month, like it took me a while to let go of that, like security blanket.

But yeah, it's not easy. And I do think it does do people a disservice if they somehow have the impression that they could just pop in and, you know, quit their job, and tomorrow they'll have $5000 a month coming in. You know, as much as you want it to work like that, and as much as you believe in the value that you have, and I'm sure you do have value, it's like, you gotta get other people to get on that train, too. And that just takes time. Yeah.

How to Figure Out What Problems You Solve

Erica: So I feel like another thing that people struggle with. Um, they're hearing this and it sounds good, but sometimes when you graduate from school or whatever, you kind of feel like a jack of all trades, maybe. And you're like, oK, I know I need to have some sort of outcome, like you were saying, that you're focusing on, like, the transformation and not just education. But do you have any advice on figuring that out? Like I feel like that's a big roadblock for a lot of people.

Tony: Yep, and this is where it's going to go so counter against what a lot of like business coaches say. They say, niche down, niche down, niche down. I disagree. From my 12 years of experience and now helping dozens and dozens of others, work with a broad spectrum of people.

Now, if someone comes to you and they're like, I need to get off thyroid medication and you don't know anything about that, don't take their money. Like don't do that. Work with a broad spectrum of people. Earn the right to niche down. You don't know who you want to work with.

I've had so many people tell me, I know I want to work with this population. Then they start doing it and they're like, I hate doing this! Because experience is your best teacher, right? Experience is gonna be your best teacher. You don't know with coaching. You don't know until you get your hands in the dirt and you experience it. So work with a broad spectrum of people.

Know what you’re passionate about. Everyone kind of knows. Like, we have so many specialties in our mastermind. Ashley Kitchens. She's one of the top plant-based nutrition experts in the country. She was a vegan. She truly believed in veganism. So that was her thing.

Claire Chewning. She truly believes intuitive eating. So that was her thing, right?

And that's great. Some people just know that, but like for me, I worked with a lot of people. I worked with kids. I worked with athletes. I worked with parents, everyday people, school teachers, lawyers, accountants. I worked with cross-fitters, and I really started to decide, wow, this is my niche because I've worked with so many people.

So, don't niche yourself out of the game. Don't be so selective, because here's what a lot of people don't understand. If you don't have the experience to back up your specialty, why are people going to choose you? Right? And when they do come to you, if you're not able to deliver that result for them, that's not a great way to grow a business, right? So, it's like you earn expertise through experience. That's what I truly believe.

And be okay with saying, I know I want to coach clients, but I'm gonna work with in my first year or two, a broad spectrum of people and then really isolate down who it is I really want to serve and why I love that population. Cause again, you might think you love working with maternal nutrition, and you get into it and you're like I'm not as passionate about it. Well, you never had the experience to try anything else.

Erica: Yeah, and I think that just goes all along the lines of like, and I'm really passionate about this is well, like there is no one way to start a business. So, like, there are plenty of people who dabbled in a lot of different things and then niched, or continued to, I mean, there's different business models, so it's not like you can't have a business where you serve multiple populations.

But, um, yeah, I think too, it depends on your experiences in your early years of being an RD. Like maybe you got a lot of that experience in a job that you had. So you do know when you're ready to branch out on your own because you did it, like working in your job or whatever. Um, but I guess then, if when you are ready to branch out on your own, if you don't have a clear person that you're speaking to, how do you get clients?

How to Attract Clients If You Don't Have a Clear Niche Yet

Tony: Yeah, so that's a great question. So, you definitely want to understand what’s your deliverables are gonna be. So like I wouldn't go on the internet to be like, oh, I'll do keto coaching and then I'll do macro coaching, I'll do intuitive eating. You definitely have to, like, really understand what’s the outcome I'm gonna be delivering, what my philosophy is, and as RDs we should understand that.

But I'm just saying, just don't like, cut off your growth process by saying I'm only working with women in their thirties who want to do intuitive eating. Like okay, maybe. But maybe you'll work with, like I've always worked mostly with women. But I'm not gonna not work with a male client just because. And my marketing was to women. Like when I was doing nutrition coaching, I mainly worked with performance-based women who were undereating and overdoing it with exercise. But now if a male client came along, I didn't say no, sorry, I only work with women. That's what I mean.

Just like, you have to know your deliverables. If you stand for anything, you'll fall for everything, right? So, you have to know your deliverables. You can't switch your message of, like keto today, fasting tomorrow, flexible dieting, intuitive eating, cause then people will say, ok, she doesn't really get what she's doing. So it's just understanding that, understanding your deliverables. But then being flexible with it. I think from both of our entrepreneurial journeys, we had to be very fluid and flexible, right? Don't like, just be so rigid in your thought process. That you're like, I'm only doing this. Be flexible with what comes.

Erica: Yeah, I think that's a really good lesson. Like I think it is really common to have a fear of changing your mind or admitting that you didn't like something that you seemingly were so passionate about. Like the first thing people get worried about is the perception. But like, it's okay. Everyone I know who's successful now, what they were doing like year one, it's not even related. So like, it's totally fine. And I think it's totally normal to go through a bunch of different things and try a bunch of different things till you find your thing. So that's a good a good lesson.

How to Pitch Ongoing Coaching Services

Erica: Um, okay. So, circling back to creating this ongoing relationship with the people that you want to serve and getting out of the just one off appointment model. How do you structure that and like, pitch it to someone? Are you saying like, oh, this is a monthly fee to work with me X number of times? Like and it’s just kind of a recurring thing. Or how do you recommend going about that?

Tony: Yeah, that's a great question. There's a million ways of looking at it, but yeah, that's what I teach to my clients, is hey, this is our program, right? And the frequency of meetings depends on the level of accountability a client’s looking for.

So, I have some of my mentor clients who meet with a client every week, and that investment, obviously, is gonna be more than meeting with a client biweekly. Um, or that's gonna be more than meeting with a client only via email check in. So, this is something we teach in our certification, is you have to have a system.

Like, it kills me. And this isn't anyone's fault, we're just not taught. But like I remember, I had one lecture in college about coaching, and they didn’t call it coaching, but it was just, put him in a calorie deficit. Give him a meal plan. Great. Then what do I do? Right?

The Importance of Systems

Tony: You have to understand that there's like a journey of coaching clients. Right? And you have to have systems. Systems create freedom and flexibility and just repeatability in your business.

So if you don't know how to intake a client, or you don't know how to assess a client. You should not get on a coach and call and be like, what are we talking about today, Erica? Like, no, that's not coaching! That's guessing.

Your clients should be filling out a form. Just like you don't go to the doctor and just sit there and say, ok, fix me, right? I'm sick. You go through an assessment, right? You do an update, you do a check in. They check vital signs. You, as an RD, should have vital signs. And I'm not talking blood pressure. But I'm talking what matters for you and your coaching and your outcomes and the person you're working with.

Selling to Your Client

Tony: You need to have all this and then you need to sell your client. Yes, I said the S word. I know we don't like it, but you have to sell your client on the fact that again, it’s all about them.

But you need to work with me ongoing because my goal is not just to produce results. My goal is to have you do this for the rest of your life. So, we have to talk about the habits. We have to talk about the foundation. We have to talk about the sustainability practices to get you there. That's an ongoing journey, right?

And what we've discovered is clients might come to you and they have one goal. But then they accomplish that, and then they get a new goal. Are you gonna just stop working with them? Because, well, our package is done. No. That's why we always want to sell the outcome of, this is a journey. This is a transformation. But it starts with having those systems and protocols in place.

Erica: Yes, huge systems fan. In my life, before becoming an RD, I was a lab manager for a research lab, and that was one of my jobs. When I graduated from undergrad, I moved to Pittsburgh, Pennsylvania, to work in a lab with somebody who was a postdoc when I was an undergrad. So, it was a new lab and only been there for like a year, and most of what I did was setting up systems and creating training manuals. Like that helps so much because then if and when you are ready to maybe expand beyond just you, because I mean you personally only have so much one-on-one time, if you want to grow a team or whatever, then it's all there. It's all ready to go. It's so immensely helpful. It's not all in your head, right?

People Buy 3 Sessions Because You're Only Selling 3 Sessions

Tony: Right. If you don't have a process you're taking a client through, like why? Because a lot of RDs are like, well clients don’t buy. Like they only buy three sessions because you're only selling three sessions. You're not selling a journey. You're not selling a transformation. You are selling times.

I want our RDs to start thinking about selling the outcome, right? You’re at point A. We want to get to point B. I don't know how long that's gonna take because it's human metabolism, right? Like it's billions and billions of chemical reactions daily. So, helping anyone make any type of health and wellness journey, I know this is like a weight loss example, it just comes to mind, like I could have two exact clients, same age, same height, same weight, and they want to lose 10 pounds, right? And that's because that's their health and fitness goals. It might take one of them three months, might take one of them nine months, but if you only sell a three-month package, you're doing that client a disservice, right? So it's just like understanding that it's progressive in nature and ongoing and should be fluid and flexible.

Higher Level Overview of Attracting & Booking Clients Online

Erica: So, what does that look like on the back end? Like what are the logistics of setting this up online? Because, like, how are people signing up with you? Do they have to take a call with you? Is it all through your website? You know, like I feel like there's some confusion for people who have not gone online yet on how the heck this all comes together.

Tony: Yeah, absolutely. Still like a very, very basic 30,000 foot overview is: We have our platforms where people meet us. Instagram, Facebook, Youtube, podcasting, right? And that's where people start to know you, like you, and trust you. You are demonstrating value, you're adding value, you’re showing up, you’re teaching, you're giving.

What I teach is VPS: valuable, purposeful, shareable content in your niche. So, if I'm a macro, because that’s the type of coaching I did was macros for performance-based individuals. I'm sharing that type of content, but then we have to move them through.

Conversions come from conversations. In today's age, 2020, what's lacking in the online nutrition coaching space is not education. It's connection. So, what we want to do is be able to move someone from a place of what we call the suspect, I don't know you, I don't like you, I don't trust you, to a prospect of, I'm interested, but I'm not sure yet, to a client. And then there's another phase of a raving fan.

But, yeah, there’s a million ways to do it, um, but you want to get someone on a phone call and you want to qualify them, learn their goals, explain what you do, see if it's a good fit, and then invite them to join your program. That's like the very basic overview.

But again, who is your program for? What type of client do you wanna work with? Right? You have to really outline all that so you can sell the image of the future for your client. They can say, wow, I have this problem. Erica has a solution. I see value in that I'm gonna invest because if I have this problem… If I order a chicken sandwich but you bring me a cheeseburger. I'm like, I'm not going to pay you because I said chicken sandwich.

And I think that's like the fundamental disconnect, is RDs don't know how to identify the pain, the problem, the frustration that the client’s in and then position their nutrition coaching as the solution to that. That's all. That's all selling is. I have a problem. You have a solution. I will exchange money for value. Um and then that's the basic overview of that process.

Erica: 1000%. Yeah, I very briefly saw clients. I mean, well, actually, it went on for a couple years, but I never did it full time. It just saw clients on the side, virtually. But yeah, I went through this exact same thing where at first, I was just booking random appointments, like anyone who came my way. That got draining real fast.

And then I was like, okay, I need to clearly have a clear transformation and value that I offer. So, I niched down and I figured out who I'm trying to attract. And it was the same thing. Like I didn't do one-off appointments anymore. Like that was not even on the table. You could not book me for an hour. It was like, this is what I have and this is the transformation I can provide.

And the phone calls, like it was crazy, the change there, like from trying to talk to someone who's about to book a one-hour appointment with you to someone who's trying to, like, work with you for months. It seemed scarier, but it converted better, because I think the value that I was communicating was more clear.

Tony: Oh yeah, and people who pay more play better. I mean, it just is what it is. And like you said, so many people think, hey, I'll book this RD for one hour. I'm gonna ask you my questions and be done, but they don't realize that those five questions open up five more questions and five more questions.

So, I always used to say, I'd be doing you a disservice by only hiring me for one hour. So, either you're gonna work with me ongoing because again, they'll say, teach me how to eat. It's like, well, what are your goals? What are you doing? What do you eat? What do you do? What do you not like to eat? Now, what if that person travels for two weeks? Everything you just said doesn't apply.

And that's why, human life is dynamic, right? Look at your life, right? You’re supposed to be on our honeymoon right now. Coronavirus. We're here. It's not static, so you're coaching needs to be dynamic, and it needs to move with a client because here's the best thing I learned about nutrition coaching: 99% of it has nothing to do with nutrition.

It has to do with relationships, stress management, um, just teaching and education and accountability with their clients. Our clients aren't us. We think in grams of fiber and probiotics and protein, carbs, fats. Clients don't think like that. They say my boss was a jerk. Today I'm drinking champagne and eating chocolate, right? And that's where nutrition coaching comes in. Because then we can teach the fundamental habits and behaviors. And you can't do that in one session. A meal plan can't do that. That's where coaching comes in.

What If You're Convinced People In Your Niche Won't Buy High-Ticket Services?

Erica: Yes, I feel that.

How do you respond to people who say, oh, yeah, yeah, this is all good. This works for XYZ niche, but my clients would never spend thousands of dollars on a package or like ongoing support, like, they just would never buy it. Like, obviously, that's not true, because you have so many examples of people in every niche who are successfully doing this. But what do you think? Where is that block coming from? And how do people get past that?

#1: If You're Afraid to Sell, You're Not Sold

Tony: Yeah, I say this out of love. Um, if you're afraid to sell. You're not sold.

That's it. If you are afraid to sell, you're not sold on you. You have to really look yourself in the mirror and say, would I pay for this? Would I pay what I'm asking people to pay for this?

Like, first class and coach arrive at the runway at the same exact time. You pay quadruple to sit in first class. You do not get there any quicker. People do it. Louis Vuitton purses are 3,4,5000 dollars. The Kate Spade purse is $400. Are they really that much nicer and different? No, because value is perceived, right? Value is an illusionary thing. It's open to interpretation.

So, two things. Number one, if you aren't truly sold on you, and you don't truly believe in your core that you are worth the money you're charging. I always say this to my clients. I could do it for you. You wouldn't be successful. You have to get sold first.

#2) Do the Personal Development Work

Tony: And number two you have to do the personal development work. Erica, I remember the first time I charged $100 an hour, I was shaking in my knees when I said it behind my desk. But you have to go there first. The key to success is you have to mentally go there first. You have to do the personal development work.

Money is a tool for value, and I think people have money mindset issues. People think money is scarce. People think money's this evil thing. People resent money, and that that's not a coaching thing. That's like a deep personal thing, like you have to untangle some knots, and I get it.

Remember my story? 17 years old, shopping at Wal-Mart with food stamps, uh, filed for bankruptcy. I had to invest in a coach who had the mindset to bring me up. And I do personal development work every single morning. So, the stronger you become, the stronger your business will become. Work on you first.

And this is a coaching thing. If you want to lead, you have to lead yourself first. If you want to lead other humans, like right now, right now, my clients are dealing with stress levels that are through the roof with their clients, and I'm dealing with their stress levels. You have to lead yourself. You have to be so secure in you and your value if you want to lead others.

Because, yeah, anyone can sell someone one time. But to truly have that ongoing coaching relationship, you have to be a leader. And leaders are so secure in what they're doing that they have no problem communicating that value.

#3) If You're Not Selling, You're Being Selfish

Tony: And I will also say, if you're afraid to sell, you’re selfish. And I say this in a loving way, because we're RDs. We went to school for this. We are the nutrition experts. But Dr. Oz is out there selling every day. The lady with the detox and the Juice Plus and the MLM stuff, she's selling every day. And nothing against any of those, but I'm just saying those are the people selling every day. I see this.

RDs get so fed up, like, I'm sick and tired of unqualified people. Don't be part of the problem. Be part of the solution. Go out there, we need you. Step up, but don't go rant in Erica's Facebook Group. Go be part of the solution, don't be part of the problem.

Erica: Amen. Oh, my gosh. Yes, 1000 times. Um uh, I couldn't agree with all of that more. And even in, again, not just working with people one-on-one, but even just creating reliable, helpful, actionable content from dietitians, that is so lacking too. Like, just our visibility across the board in the online space is, you know, it's basically at square one. We have a long way to go. And there's so much opportunity for everyone who steps up right now, like there really is.

Tony's Preferred Marketing Channel

Erica: Um, So, what is your preferred marketing channel that you like to use?

Tony: Oh, that's great. Um, jeez, I like. So, if you're asking me, I'm a video person. I do thrive really well on video. I worked really hard at it. I was not good in the beginning. I have my first ever YouTube videos up. Go get a good laugh at that.

Um, but yeah, that, and I would say Facebook and Instagram. Those are the ones. I love connecting with people. I have a Facebook community. I love going live. I'm a teacher at heart. Um, so I love to do that. Those are my preferred ones. Of course, I do all the stuff, email and all that. But yeah, Facebook and Instagram.

Erica: Yeah, Yeah, I feel you on the connection. There's a lot of great opportunity to connect with people on social media.

The Most Common Communication Mistake RDs Make on Social Media

Erica: Um, so when you're seeing other RDs maybe starting to dip their toes into digital marketing, um, is there any sort of common thread of maybe just mistakes in the way that they're communicating or positioning themselves on social media or wherever they're posting?

#1) Being Afraid to Show Their Faces

Tony: Probably one of the biggest… I don’t wanna call them mistakes, just opportunities. People are afraid to put themselves out there. And I was this way too.

Social media is a scary thing, right, because people are very voyeuristic, they want to see into your life. And like I said, if I'm gonna hire you as my coach and I look at your Instagram feed, it's just all photos of your food. I have no connection to you. Like I said, connection is what people are searching for, not education again.

I'll say it again. Education is out there. Like Erica said, you can go find it. But they want the coach they can connect to the most. So you have to show yourself.

Uh, Gary V said it great: Document, don't create. Like if you have nothing to talk about, talk about your journey. Show how you walk the walk and practice what you preach, right. And as you start to get clients, start to talk about that, start to show their journeys. No one wants to work with the coach that's never coached clients before. Now we all start there, and that's okay. But once you start getting clients it’s so much easier to keep getting clients because it's what's called social proof. Right?

Um, hey, here's Mrs. Jones. She's just like you. I helped her. I can help you, too. That's how we make decisions, right? So just putting yourself out there, it is scary. But if you want to coach clients, Instagram is your storefront. Facebook is your storefront.

Like literally, people's photos, they don't have photos. That's just the black screen or the gray screen, or there’s a photo of their dog with sunglasses on. Like dude, I get those messages, I'm like, is this like spam? Is this like, you know, like one of those like, phishing scams?

Put yourself out there. Show who you are.

Erica: Yes, I think that is why the Unconventional RD eventually became, like my main business. Like as I said, I didn't mean it to be a business. It was more like a sharing outlet. But the sharing is what attracted everyone. And then that became an opportunity. So, um, yeah, I definitely think that could be really impactful.

Coming from the other angle of maybe you're not providing services and you are doing content. Even then, people still like to connect with people. So even food bloggers. Like, yeah, your main product is your recipes, but they still want to know you as a human, so yeah, it can only help you.

Tony: Right.

Tony's Tips for Getting Good at Marketing & Online Business

Erica: Um so, how did you get so good at marketing and online business? Like, do you have any resources that you really love that maybe you could share for other people to check out.

Tony: Yeah, well, first off thank you. I still try to be a student of the game every day. You know, Erica, I'm much like you. I believe formal education will make you a living, but self-education will make you a fortune.

#1) Invest in Mentorship

Um and I have invested, and I feel confident sharing this. I've invested well over a PhD's worth of investment into mentorship. I respond best to mentorship. I believe it's a shortcut to success. If there's any shortcut, it's finding someone who's done what you want to do. And I've invested a lot into that.

#2) Practice and Self-Evaluate

So if I want to get good on video, I would watch people really good on video and I would practice, and I would do their mannerisms. Erica, like a crazy person. I would record myself on video 10 times a day, 10 times a day, every morning. I'm like, why am I training my muscles in the gym, but I'm not training my entrepreneurial muscles, right? I would do sales calls and record myself and listen back and see, where did my tonality drop? Because, um, the majority of communication is nonverbal, vocal tonality. When you're selling, if you're like, um, and it's 400, they're not gonna buy, right?

So I would practice these things right? Just like you did. You practiced and honed in on your craft for years. That's what I did.

#4) Free or Low-Cost Resources

And I think there's free ways of doing that. There's paid ways of doing that as far as books, courses. And then there's mentorship of doing that. And I did all three, and I do that still to this day. I'm a big believer that fundamentals are what make you great, right? Um, Kobe Bryant rest in peace. Los Angeles. I know. Maybe you're a fan, right? But he beat on the foundations and the fundamentals for his entire career. He’s one the best in the game. Michael Jordan one of the best in the game. They drilled fundamentals.

Always working on your craft, always getting better. The minute you stop learning, especially in our field, you're already behind.

Erica: Yeah, yeah, I know. I've not yet invested in working with a coach. And that is kind of like the next thing on my radar. I think when I was on your podcast, you're like, oh yah, you’re totally like a DIYer, which is so true. But I acknowledge the value in having somebody to just kind of guide you.

And, I think I'm actually gonna go, I know we just talked about how, like, find someone who's been where you are. I think what I need is somebody, maybe who's not a dietitian, because my stuff has kind of veered off, and I'm not even like, really talking about anything that’s dietitian-related. I think I need to find someone who runs a million dollar or multi million dollar online business and learn from those people.

So I have a few on my radar, but, um, yeah, I think, I have not experienced it from personal experience yet but I am really excited about that opportunity. I think having somebody else almost like peer in on what you're doing, they can just see things that you are blind to because you're just so in it, you know?

Tony: Yes, and I literally talk to my wife about this all the time. So, I've worked with Bedros for four years and like he just has the vision. I'm in the forest, he's in the helicopter above and he's like, no, go straight, you're good. I see it. But coaching is not right for everyone.

And that's why you know, I don't want to devalue a book or YouTube. It's like, you when you lack resources, get resourceful, and use what you have. And like you said, if you are a DIY or an FIO person (figure it out), that's great. But you have to continue to learn and grow because just the world changes so fast. You have to do something to keep that competitive edge.

Erica: Yeah, I think I probably made the wrong move in the beginning. I invested multiple thousands of dollars in an online course, which was helpful. However, I think that same amount of money would have gotten me farther with personalized help.

Um, I think maybe a couple hundred dollars on an online course would have been great, but for that level, I think I would have gotten more out of it if I had worked with someone one-on-one. So then I was a little bit gun shy after that, because then I put it on my credit card and I was like, well shoot. Now I gotta pay that off before I invest again. So yeah, it's all levels, and it's all learning. But yah, I think that's good advice.

Examples of Dietitians Who Have Built Successful Virtual Private Practices

Erica: Um, well, to end the episode today, I think I want to give people some inspiring, hopeful stories of success of building a business online, virtual private practice. Like, do you have any inspiring stories, like the people that you've worked with? I know you've worked with a lot of people, but maybe some of your favorites, like somebody like, where were they before they came to you? And then after learning all these exciting, like online business strategies, like what is possible for people at home?

Tony: Oh man, that’s like asking me to pick my favorite child. Ah, it's hard. I don't have children, but yeah, I know it's hard. You know, two come to mind. Um, I think the best reward for any coach is when someone can look to you and say you changed my life and, you know, two come to mind.

#1: Toni Marinucci: From Working Three Jobs to Fully Self-Employed

So, Toni Marinucci was one of my first clients and we worked together for almost two years. And I mean, if you follow her on Instagram, and she's a big leader in our space now too, she has such a loving, giving personality. She was working three jobs. She was charging $80 a month for nutrition coaching. She looked at me dead in the eye was like, people will not pay more than this. She grew up in a very tough situation. She shares her story. She's always give, give, give to others.

At the end of our time of working together, she worked completely for herself. She was charging, and I kid you not, $5000 paid in full for packages, and that took a long time to get up to. But at every level, like her mindset grew and grew and grew, so she quit all three jobs, worked for herself full-time. She's become a leader in her space. She has her own podcast, her own platform. People look up to her for inspiration now. And she truly just fully understood, like I can do this, like I'm worth so much more than what I what I thought I was worth, and just her mindset grew. She's someone consider a close friend today.

#2: Claire Chewning: Built a Private Practice From Scratch in Two Years

And then Claire Chewning. So Toni had years of experience, right? She worked at a shop, right? She did all those things. Claire Chewning, um, I always say, if I had a younger sister, I wish it was Claire. She was 21 or 22 when she came to me. Um, we worked together for almost two years. Started from scratch. Nothing. No business, no anything. Just last month. I hope she doesn't mind me sharing. I don't think she will. She had her best month ever. She's making over $8000. She works for herself. She got to 30 clients from scratch. 30 clients. And it was really hard for her in the beginning. I think she went six months without really getting many clients. She never quit. She never gave up. She never complained. Like I've never heard Claire Chewning complain once. She always said it didn't work, what could I do differently. Instead of it didn't work. Boo hoo. It didn't work. She always had a victor not a victim's mentality.

And I mean, it's almost like these are my results. Like I'm just so elated for them. And I could literally sit here and do this with every single one of my clients. But those are the two, um, that come to mind. And I think a lot of people probably already follow them. But it's possible because those are people who stuck with coaching and just applying themselves for two years, and then they kept going and going and going. So yeah.

Erica: I think there's so much value. Like this has been a thread throughout this whole interview. Like, sure, you could do it yourself. It might take you longer cause you don't have the, like, person who's been there, like, oh, no, don't take that step. Like you know? So you might have a few more missteps along the way. But perseverance is at the root of it.

And then if you can afford it and you have the resources to work with a mentor, like oh my gosh, like it's worth so much more than you pay because I think you will build a successful business faster and probably earn that back like, really quickly. But, um, yeah, now on the other side, like now that I went through all the trials and I'm like, okay, I get it. I see how business works. I'm like, oh duh, like, if I had paid someone in like year two to show me this, oh my gosh, like, where would I be right now?

So, yeah, um even though I can't say that I invested in a lot of coaching, like I so clearly see the value and yeah, so, but it is a skill. That's why I don't offer coaching, because that's not my, you know, I'm not really… I'm a writer and a teacher, and I acknowledge that, and that coaching is not my strength. So, like, I leave that to other people. But like if you resonate with it, it's so valuable and powerful.

Tony: Absolutely.

Tony's Best Advice for New RDs

Erica: Well, I'll close out this interview with the same question that you closed out my interview on your podcast with. What’s one thing you know today that you wish you knew as a new RD that would really be helpful advice?

Tony: Success is predicated from struggle. I mean, that's really it. Like if you're struggling, if you're bleeding from your eyes as you’re on your keyboard, if you feel like you're exhausted and you're putting everything into it, you're doing it right.

I think online entrepreneurship is glamorized. It really is. Um I'm wearing a T shirt, but I have scars everywhere. Um, from just 12 years, and I mean, I wasn't a full time entrepreneur back then. But I always worked in 100% commission as a trainer and as an RD. I mean, it's tough, it's hard, you have to earn it.

And you have to love it, because if you don't love it, you won't have what it takes to persevere. Like, I love your story. You loved what you were doing. So you persevered. And I think the road of success for entrepreneurs is littered with people who just gave up because they didn't really love it.

Um, so I think now more than ever 2020, 2021, 2022, online entrepreneurship is gonna look like the saving grace for a lot of people, right? I mean, coronavirus. Right now, if you have a job in person, it might be delayed, but online businesses or not, I mean, you didn't lay yourself off. I didn't lay myself off. Just really get clear on why you want to do it.

Really ask yourself if you're willing to put in years and long hours, weekends, holidays. And get really clear on why you want it, like, it’s the cliche thing of “know your why.” But when you're why is powerful enough, you can endure anyhow. So make sure you do those three things and then just be in it for the long haul. No plan B. Plan B distracts from plan A. If you're gonna do it, commit and never give up and you'll achieve whatever you want to achieve.

Erica: Yes. So good. Oh, my gosh. People are gonna love this interview.

Tony: Good! I hope so.

Erica: Yeah, so many knowledge bombs. Yeah. So, where where's the best platform for people to go to connect with you after this?

Where to Connect with Tony

Tony: Sure, yes. So, my website is We have tons of free resources on there.

I'm Tony_Stephan_ on Instagram. And then Facebook, Tony Stephan, and I have a Facebook group if you’re interested in nutrition coaching. Love to add you there. It's free. All my clients share, I share, everyone shares. So free resources to help anyone who's interested.

Erica: Amazing. Well, thank you again for your time. Um, and all of your wisdom, you have so much to share. And I hope this brings you more people in your tribe and you know, more raving fans.

Tony: I appreciate you, Erica. No, thank you to you. I mean, like you said, the work you do for our industry is amazing. This platform, your Facebook group. So really thank you to you for bringing me here and for building this platform.

Closing Thoughts

Okay, wasn't that such a good episode? I know you guys were probably like furiously taking notes because there were so many freakin truth bombs. But anyway, if you are interested in checking out any of the links to things that we talked about in this episode, just head to and you'll find links to all of Tony's resources that we talked about, including the Facebook group, his website, all of his services.

Um, and again, if you're hanging out here today and you have not yet joined my Facebook group, The Unconventional RD Community on Facebook, we just surpassed 8000 members. So, it's a huge milestone. Thank you. Thank you. Thank you to everybody in there. And please, if you're not already in there, and you're interested in building an online business and you're in the wellness space, come check it out. The Unconventional RD Community on Facebook. Totally free and totally valuable.

Other than that, I'll catch you guys next week.

Subscribe & Review on iTunes or Spotify

If you're not yet subscribed to The Unconventional RD podcast, I highly recommend doing so today! Click here to subscribe on iTunes. That way, you'll be able to easily find all the new episodes, right when they come out. You can also follow on Spotify, if you prefer to listen there!

PS – If you're really loving what I'm putting down, it would be amaaaaazing if you could leave a review on iTunes, too. Reviews help other dietitians find my podcast, which I think helps us all!

Simply open the podcast on iTunes, then go to “Ratings and Reviews”, and click “Write a Review”. This is your chance to let other people know why they should check out the episodes or share stories of how it's helped you!