In today's episode, I am excited to welcome Dr. Lisa Mitro, a physical therapist and run coach who has built a thriving community on Instagram by sharing her journey and expertise. We dive into her unique approach of documenting her experiences rather than positioning herself as an expert right from the start. Lisa explains how this authenticity helped her connect with her audience and overcome imposter syndrome. We also explore her first successful product launch, a strength and mobility program for runners, and the strategic shift she made from her initial, less successful offer. Lisa shares her sales strategies, including leveraging Instagram stories, testimonials, and engaging with her followers to create curiosity and drive conversions. She provides insights into how she uses data to refine her tactics and optimize her content for better engagement. Lisa also discusses the evolution of her membership program, from open enrollment to a more structured cart open and close model, and the benefits it brought in terms of managing churn and building momentum. Throughout our conversation, she emphasizes the importance of continually testing and adapting to find what works best. From using testimonials effectively to balancing her content creation process with a busy schedule, Lisa offers actionable advice for anyone looking to grow their presence and monetize their passions on social media. Her transparent and experimental mindset is a valuable lesson in resilience and strategic thinking.