Monthly Archives: May 2020

May 27

Overcome the ‘Small Biz Mindset’ to Grow

By Jennifer Hall | Podcast

Book a Call with Jen  – bit.ly/claritycallpodcast

Too many entrepreneurs find themselves convincing others of their value & ‘justifying’ what they do, showing up with a ‘please buy from me’ attitude and being taken advantage of by well meaning ‘skill swappers’. 

It’s time to stop begging for business and start watching the queue of clients form. 

This week is all about the #truthbombs! In this episode I help you own your worth, move beyond feeling like a ‘small business’ to start showing up as a confident market leader who’s an obvious choice for their market.

Useful Links:-

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
This episode could be a tough one. This could be the episode that banishes a business mindset that's been holding you back for a long time.

(00:17):
Before we get stuck into today's episode, I really just wanted to congratulate some incredible entrepreneurs who have stepped up and joined my 12 month elevate program. The program that elevates you to market leader position. That number one choice in your niche. I'm really excited to see what is in store for them over the next 12 months. But there's one thing that is guaranteed. I've got a few businesses at varying levels in terms of their current monthly turnover. However, what's guaranteed for all of them is that they will all be pushing through to that next income level to make sure that they all growing because that's what happens when you really focus in and focus in on that market leading positioning you generate more noise in your industry, generate more noise in your market, attracting more and more people to you. So the only symptom that you can experience is year on year growth.

(01:17):
I think I've mentioned this a few times. In our adventure travel company, we've grown 700% in the last four years, which is supposedly unheard of, but it does happen and I'm really excited to see what happens with these businesses who have stepped into elevate to see how much they can grow and scale their businesses and really position themselves as that number one option. So if you are sitting on the fence and you are wondering is elevate right for me, then your best bet is to just jump on a call. So do you make sure you book a call with me that's bit.ly/claritycallpodcast. The link is in the show notes so you can go and grab it over there. But yes, you know, don't stop sitting in wondering, get on the phone, give me a call and we can discuss how we can help you in your business and really get you positioned as that number one choice and get you growing and scaling to where you want to be.

(02:18):
Hello and welcome to this podcast episode. This is Jen Hall. Your business positioning coach and market leadership expert. And I'm really excited about today's episode because it's a high level conversation, which I think needs to be hard around a business mindset that I feel is holding people back from really stepping into their full potential and their full grief possibilities. It's coming up time and time again in networking when I'm networking is also coming up in some of the clarity calls that I take for people who are looking to apply to come on one of my programs. And it's just something I'm seeing that happens a lot and I think that it's almost like this weird silent epidemic that doesn't really get talked about. And that's what I want to really dive into today. And that's around this kind of small business mindset.

(03:15):
And it was really interesting. So I had a message come through from somebody because I'm looking to get a new kitchen and I think I've talked about many episodes, obviously with lockdown it hasn't materialized as yet, but I'm hoping that change that story soon enough. We're looking to get a kitchen and we were looking at to get a couple of quotes and we had the one quote and the next quote that we wanted because of everything that's been going on has been a lot slower coming forth. But we wanted to be smart and we wanted to make sure that we had two different quotes now. One was from a more local supplier and one quote was from a household brand and we were looking at the strategy of making sure we were making the right decision on where we're spending our money.

(04:12):
And something that's really key to remember for both yourself and to others is that it doesn't matter whether you will local or not. It's about what you are offering and how that is of benefit to the people you're offering it to. Because when I went back to this to this small local company and I sat around the fact that we loved what they've done so far and the process and everything else, but we just need to be smart about where we're spending our money as I've been buying on about for the last two months around, this is where people are at. People want to make sure they're spending, particularly when it comes to large sums of money, you know, we're talking over 10 grand you know, to make sure that they're spending it wisely. And so I wanted to play it safe and just how to have these two comparisons.

(05:08):
Anyway, they come back and they say, no problem. I understand where you're coming from. But I'm also sure that you understand that it's important to shop local and do you know what? It annoyed me. I absolutely love this company and what they stand for and what they do. And we are absolutely earning on the case of actually buying from them anyway, but not because they're local and not because they're a small business. We're going with them because of the quality that they supply and we're going with them because of the customer service and the level of the bespoke nature of actually designing the kitchen that we want because of the unusual nature of our cottage. It's extremely old and we have a few quirks going on that we need to work around that of bulk standard kitchen and kitchen fitter wouldn't be able to navigate as well as this company.

(06:07):
Anyhow, it really, really got to me. And you have to kind of calm me down a bit because I was like, how dare you try and guilt trip me into buying from you. And you know, I absolutely agree that we know we need to support each other as business owners, but we really need to move away from this. You must buy from me attitude because I'm a small business. It doesn't wash with me. It doesn't wash with a lot of other people. You know, making people feel guilty about using places like Amazon or other market leaders isn't going to work. All it's going to do is going to push people away from wanting to buy from you. Instead of begging and playing the guilt trip card we actually need to start stepping up into really owning a niche, really owning what we bring to the table and owning the unique selling points, the concrete unique selling, selling points that we have regardless of our so-called size.

(07:08):
Because it's just not why people buy. You know? And this is what keeps so many businesses playing small because they hear this word "I'm a small business" and you know, I don't class myself as a small business, we certainly don't harvest small business turnover in terms of size and manpower. Yeah, maybe you could say we're smaller than some other businesses out there, but it's not about size. And I think this whole thing around being small and that label of small will absolutely keep your growth at a certain level. And it was certainly stunted if you continue to stay in play. That small business card continuously and not just that, but also seeing yourself as small fry. You know, I've seen it happen a lot when I speak to people. And you know, well, the way they show up in networking spaces comes from you know, from a place of please, you must buy from me instead of this place of you need to buy from me because you are going to get an incredible transformation.

(08:19):
And you're showing up with that energy and that confidence to know that you're not afraid to eat alone if you have to because you know that what you have is incredible and it's going to change somebody's life and that the size of your business or you know, the industry that you're in or whatever it is that you seem to have hang ups around does not matter. It doesn't even come into play. You are coming from a place of pure energetic confidence that you can, you know, deliver the goods no matter the size and actually finding the benefits in your business. Not because you're small, not because you're boutique, not because you know, you, you, you, you offer a bespoke service every time unless it is relevant to do so. And there's always the exception to the rule, like I mentioned before around the kitchen.
(09:16):

And she, yes, one of the reasons is because I've got trust that these guys know what they're doing because they've dealt with the quirks of odd shaped houses before. And so that's why, you know, they're making a bespoke, it's not a one size fits all approach to fitting a standardized kitchen that's going to make a botch job of what they're doing. And so actually the bespoke nature of what they're offering is unique compared to what, you know, what is out there normally off the shelf. And so yes, for them that is something that they should play on. That is something that they should niche into that they should probably talk about more in their marketing. But it really does depend on the industry. If you're talking about the coaching industry and particularly in the one to one coaching industry, you know, most services are bespoke.

(10:06):
You know, most services are one-to-one lad and you'll get bespoke information that's not special. And so it's understanding again that not, I think I say this every episode, it doesn't matter if it works. One business, it has to work for your in your industry and your business. You have to look at the overall landscape. And that's something that we're really looking at inside of my program at the moment. And I've potentially got another client on board, which, you know, is in the same arena as somebody else who's on my program. But to me it really doesn't matter because if you really dig in to what makes you unique and really look at that individual unique belief that your organization has, you know, we can all coexist in the same space and actually attract different corners of the market for varying reasons. And the thing is, if you start trying to attract the entirety of the market that's available to you, you will end up attracting nobody because there is no differentiating factor.

(11:16):
And so you'll end up with, with no one. So it's important to really dig into what makes you unique, what makes you a benefit to your market so that you can dominate a corner of it until you really understand what you bring to the table and that you were able to articulate that. Like I said with that confidence to say, this is why you should buy from me. This is why we are better for somebody like you with your specific problems, with your specific goals, with your specific aims that you have. We are the perfect fit for you. We fit you like a glove. That's what people want to hear. They want to have that trust to know that you are a specialist in helping someone exactly like them and I think that a lack of confidence really comes down to the facts that you haven't honed in on that unique specific genius that you have and you haven't really honed in on the context on which you can fully fledge in, where you can really own and say, I help this person who has this specific problem achieve this specific goal.

(12:30):
Because when you have that much clarity and you have that much context behind what you do, that when you express that you get nods from all around the room, whether they are your ideal client or not, they completely understand the need for your business, the fact that people need to buy from you. Then you have this inner strength and this inner confidence to know that you can scale, you can grow to the level in which you want to because some people don't want to be huge conglomerates. You know, that's not everybody's dream and that's fine, but what you don't want to be doing is not growing but through fear, through feeling small, through not feeling like you know, you can compete with the big fish because that just puts you in a weaker position and you won't find that.

(13:31):
You won't just stunt your growth. You know, you really will come across as somebody who is unconfident in what they do, who is unconfident in actually helping anyone at a higher level. And so if you're looking to sell anything for a decent amount of money, you will struggle because it will show through in every fiber of your being. And so my plea to you today is to really step out of doing that. Really find the thing that you can completely immerse yourself in so that you're able to articulate with position, with confidence, with gumph to say, I know who I am and what I do and who I help and what with. When you start to take your business seriously, when you start to take yourself seriously and you start putting boundaries in place because the other thing that happens is when you come from this weak position where you aren't fully confident to see yourself as a big fish, as somebody who makes a serious difference to people's lives and businesses.

(14:46):
When you come from that weak position, you are easy prey for people to take advantage for other business owners. When you're networking to start asking for unwarranted skill swaps where there's an equal exchange of services where you are offered exposure as payment versus actually getting paid in full for what you are monetarily worth. And you will find yourself bending those rules because you aren't coming from a place of strength. You are coming from a place of weakness. And so you start saying yes to those so-called opportunities, which 99% of the time and up draining you more than they do serve you more than you actually get anything back in return. And you just feel undercut, bitter and resentful. And that's never going to work. Boundaries are so important. And part of those boundaries is knowing what you bring to the table, knowing your value and knowing your worth and knowing what you're willing to do and what you're not willing to do.

(16:00):
When you start respecting yourself and respecting your business and really understanding the true value of what you offer, you will find that those boundaries are a lot easier to put in place and are a lot easier to stick to because what's the compromise? And if you continue down that route, you will find that it will stunt your growth and you will plateau at the level you're at and you won't move forward. It's time to take a stand to fully understand, to niche down, not just for the sake of your marketing, but niching down for the sake of knowing how valuable you are. Because when you get really clear on the impact that you have for somebody specifically because the impacts that you have for everybody is diluted when you really break it down to the perfect individual that you serve and knowing how that impacts them, how important that result is to them, how important that getting that problem fixed is for them and the impact that has on the rest of their life.

(17:07):
You suddenly realize how powerful your business is and how important what you do is and why you shouldn't be compromising on price, why you shouldn't be seeing yourself as this small business. You know, you are somebody or a business that makes a big difference and that you have a big impact. So don't niche just for the sake of your marketing. Yes, it's important, but niche for the sake of your confidence. It is so important because until you start to specialize, you will always lack the power and the confidence behind what you do. So I'm hoping this episode has kind of changed your small business mindset to actually step into realizing how powerful your business really is. And the fact is all that needs to happen is your ability to articulate that value. Because once you have the language, once you have the words to say it, that will automatically fill you with so much confidence to show up with different energy, new energy and really stand your ground with those boundaries as a market leader.

(18:27):
And you have to start adopting this mindset. Now knowing that your market leading market leading means nothing in terms of size. There are many markets, small businesses in terms of size that are market leading. Size doesn't make a difference. So stop seeing yourself as small. Start seeing yourself as a market leader. Start finding the language and the words and the productization of what makes you an obvious choice out of everyone else for your perfect ideal client. And you will soon find that you start stepping into that new energy to start showing up for those who truly need you. Because the longer you stay in the position that you're in, where you are showing up from this place of weakness, you are letting people down. And I know this is really harsh, but you are letting those who need you down. They need you to be confident.

(19:26):
They need you to step into your potential and your power to know that you are making an impact. You know, if you're not confident in that, they can't be. And that means that if they're not confident in you, they can't access the very thing you've been put here to do. And that's a crying shame. So no more, no more with a small business mindset, stepping into a market leading mindset, a high value mindsets, understanding who you are and what you bring to the table. Step into that and you will find that so much will change for you and your business. Anyway, if you would like some help in articulating what makes you a wanted, must have to articulate the power behind your business and what you bring to the table. If you want help finding that language to package you up, to be able to articulate this to your market, then make sure that you book a call with me.

(20:34):
The link is in the show notes, but the very quick link to shout out is bit.ly/claritycallpodcast. Make sure you book a call with me because this is something that we can absolutely work on together to give you the language to give you the confidence to really step into that high value mindset. And to start converting more clients with ease and to start being the obvious choice in your field. I absolutely love to help you with that. So do you make sure you have a call with me and I will see you all in the next episode.

May 20

Creating More Space for Productivity (when your diary is FULL)

By Jennifer Hall | Podcast

Book a Call with Jen  – bit.ly/claritycallpodcast

For a lot of entrepreneurs right now with lockdown and covid turning our world upside down, time isn’t always a luxury, especially for those with kids or with businesses who have actually got busier since the pandemic. For those with more time than usual, they are taking stock of ensuring they don’t return to the unsustainable schedule they were once slave to. 

In this episode we cover:-

  • How to create more space in your diary to do things that will ‘move the needle’ on your business success.
  • How I manage my calendar & team so that I’m able to spend plenty of time working ‘ON’ my business.
  • The steps you need to take (and look at) to start being more productive towards the results you truly want to see in life and business.

Useful Links:-

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Experts Mentioned

Malaine Lea

Cora Darlington

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format

(00:00):
Has the pandemic put a damper on your productivity? Well in this episode I'm going to revamp your calendar to create more space
(00:18):
Hello and welcome to this very different style to the Expert Unrivalled Podcast. Today we're talking all around how to create more space and get more done, which I think is definitely relevant at the moment. If you're anything like me, you know, your diary is jam packed full at the moment with things to do, kids to feed, kids, to teach dogs, to walk, work to be done, client work to be fulfilled and making times for sales, making times for content creation, all of the life and all of the business things all rolled into one gone are the days of the wonderful luxury of childcare school and a schedule that allows that free time where you can just concentrate. So let's become even more difficult. So on today's episode I really want to dig in to how you can start to create more space and get more done when your diary is full.
(01:18):
My name is Jen Hall and I'm your business positioning coach and market leadership expert. This is also a time where I want to do a little bit of a public service announcement now as you've heard Andy and I have promised that he'd be on the podcast. I'm so sorry guys. He will come on, I promise. In the next couple of weeks we'll record one together and we'll definitely get it out to you. But as Andy is joining my elevate program and the elevate program has been filling up really nicely recently with a ton of amazing entrepreneurs who want to take their business to the next level, two of which I'm actually going to talk about on this podcast that's related to what we're, the topic we're talking about. However the price for that will be going up in June. So if you've been sitting on the fence and you've been thinking about my elevate program, which is my 12 month one to one mastermind hybrid where we basically take you from where you are at now and we get really, really clear on the articulation of why you are unrivalled, why you are the best in your niche and why people should be buying from you right now to getting your business model right to looking at your products and making them as delicious and delectable as possible to your audience, to looking at your sales campaigns and your marketing campaigns so that you're writing content and sales copy that really hit the market and actually make a difference where we share the inside workings of the strategies and campaigns that we use that generate over 300K at a time.
(02:56):
All of these juicy things happen inside of elevate, whereas really about raising your position in the market and getting you to make even more money if you've been sitting on the fence about joining that. Then a) make sure that you book a call as soon as possible, like straight away. Do it now, the link is bit.ly/claritycallpodcast because the prices in June aren't going up. So if you want secure it at the price point that it is right now, then I suggest you get in as soon as possible and the calls are not, you know, you must join on the call. The calls are there to discuss joining. So you absolutely have zero pressure of signing up on the call. You can go out and have a think about it, but at least you know that you've spoken to me and that you've got all the information at hand to make a decision on whether you want to actually go ahead.
(03:45):
And you know, obviously like I said before, the price goes up because Andy brings so much to the table. He's known for his world class customer journeys for client generation and client retention and he's got huge Facebook ad skills. You know, he's known for taking a relatively low budget of Facebook outspend and creating hundreds of thousands of pounds from each Facebook ads campaign. So he brings a lot to the table as well as his amazing attitude. He's there. It's almost like our mindset specialist when anyone's having a wobble. He is absolutely got your back. So he, he brings a ton and that's just a couple of things. He brings a ton of value so the, the price is going up. So if you want to secure it at the price point that it's currently at and get all that extra value thrown in, then make sure that you jump on a call with me as soon as possible.
(04:39):
Like I said, the link is in the show notes, but that link is bit.ly/claritycallpodcast. I'm looking forward to speaking to you then. So today then I really want to talk about this whole busy-ness thing because I'm hearing it a lot at the moment and I'm even saying it myself. And the fact is for a lot of people in various different boats, we are struggling to kind of keep up with our normal work pace. However, do you know what something really interesting that I found is that I've been working way more productively and effectively with very little time. And this is one of those weird phenomenon where we kind of expand to the amount of time that we've been given. It actually has a formal name, it's called Parkinson's law. And it really does. We fill our time, we have time available and therefore we fill it with all the things.
(05:36):
Now what's also really interesting is that this week my clients and amazing friends Malaine Lea, she has recorded this incredible Facebook live. You should go and check it out where she basically you know, she's always one of these people I've followed her for many years before we started properly working together. And she's one of these people that just drops this incredible truth bombs, which really stick in my mind and I end up sharing. She's like a life mentor to me. To me, I follow her because she just has these incredible moments of clarity and epifany moments that she shares with others. That really gets the heart of what's going on. And she did this live around, you know, really catching people out on their BS around excuse making and you know, all constantly saying they're busy, busy, busy, too busy, too busy for that and the excuses that people make up.
(06:33):
And it's true because at the end of the day, we all have 24 hours in the day and it's what we choose to spend that time on is, you know, deciphers the results of what we want to create. And so that's really, really important to remember is that yes, you know, essentially we're all busy doing something because we're all generally doing whether that is choosing to spend time, you know, binge watching Netflix you know, you could be busy watching Netflix or you can be busy working on your business, busy spending time with your children, busy eating dinner, whatever it is. You know, we're human beings and we fill all time. And so we have to be really clear first and foremost around what do we need to make time for? And that comes with prioritization. But actually even before prioritization, we really need to look at what we want our life to look like because we need to make sure that, you know, we're not filling it up with things that don't create the world and the reality that we want to live in.
(07:44):
So that's really, really important to get clear on first because otherwise you're prioritizing activities and filling your time with things that are not getting you up the right mountain. We need to make sure that the things that we do support that goal, which is where the prioritization comes in, but you need to understand what the goal looks like. So really understanding this. And another one of my clients Cora Darlington, she specifically works with those busy, busy, busy, busy but out business owners who need to really look at their life and start creating the life that they can sustain. And she massively believes in the you can have it all belief and you know, she really helps you dig into that. And something that she really works on is getting really clear on what that goal looks like and what the goal looks like for you and your needs and wants.
(08:46):
Because a lot of the time we'd end up living to others' expectations of what we should be doing and what we should be spending our time on. And it doesn't come down to anyone else, but you and what you find important, what you value, what really sets you on fire? Something that she said to me when we were working together recently was that so many people start creating the, the diaries and like adding in, you know, yoga time or retreat time. But actually that's not the thing that sets them on fire. And actually having a, you know, a four hour period where they're solidly focusing and creating in their business is what sets them on fire. And actually for them, that's their self care. That's the creation time. That's what fills them up. And so it's about understanding what fills you up versus what everyone else says you should be doing because we know we can get sucked into this.
(09:45):
You should be making time for yourself and running yourself this hot bath. Do you know what I've come to look at recently? I hate baths. I really, really do. And less until I get a bath that's like a swimming pool. I hate them. I hate the way the half my body is freezing. I hate the way it's actually really uncomfortable to try and find a particular position to get in. And then actually getting out of feeling like I should now have a shower because it's been so hot. Then I kind of sweaty and it's, Oh, it's just, I just realized that I'm doing the hot bath thing because that's what I meant to do when I'm feeling stressed or needing some time out. And actually it's not what I like to do, but I did it because it's the thing. And so it's about getting clear on all of those things around what do you actually want to fill your time with?
(10:30):
What lights you, what fills you up and what don't you want to be doing? What can you delegate? And the thing is, it's become more and more difficult in recent times to do that with this whole lockdown and the covid, it's really turned my world in particular upside down because I'm now doing things that I don't particularly enjoy doing, but have to be done that I would normally delegate. Cleaning is one of them. You know, I really don't enjoy cleaning. I've had to kind of change my mindset on it. To be fair. I enjoy cleaning more than I do seeing the mess. So that's one of the motivations that I've had to kind of look at and change perspective on recently around finding the different motivations to do things that I wouldn't normally do or I don't normally do or don't want to do.
(11:19):
So yeah, you know, there are compromises right now, but you know, we also need to look forward to when this is over and the kind of life that you want to create. And now is actually a great time to take stock of all the things that perhaps you don't like doing and what you're looking forward to delegating once things go back to the new normal. And so yeah, get clear on your goal, what you want your life to be, to look like and understand that obviously right now there will have to be compromises and things isn't, things aren't a hundred percent peachy right now, but we still have an opportunity to actually realize a few things. And that is that you know, you can be way more productive when you really time block and look at putting those parameters in place around how long you actually have to have that concentrated time where you can focus on things.
(12:11):
You will find that you actually get more done and so, one of my big tips beyond finding out what your goal is and prioritizing is time blocking and ensuring that you focus during set periods. I always find two hours. Some people seem to golden 90 minutes, I find a good two hours because it turned normally takes me about half an hour to kind of really get into the rhythm and the flow of things. But if you can try and find a two hours to really sit down on a particular task to get it done, then that really is so momentous and you will feel so productive because you've like, whether that is literally clearing your inbox, whether it is batch creating content, whether that is two hours with your child, whether that is two hours of blasting the cleaning, but actually just putting it into your diary and your calendar to say during this time this is what I will be doing.
(13:06):
Deadlines are key to getting things done, which is why actually having less time means you're more productive because it means it doesn't overspill onto things. And I think that's something, a silver lining that we can really take from this time, this period of time where time is busier. We've got a lot more to fit into a very short space of time. We can really take this and use this as an opportunity. So become seriously productive and that when we do start getting some of that time back when kids go back to school. However else that your life looks and obviously like I said, people are in so many different boats and people don't have kids, so I'm, you know, my time is strapped at the minute because I'm trying to deal with homeschooling and quality time with my, you know, with, with Allie and you know, quality time with Andy and making sure my personal life is exist whilst also running, you know, the busiest two months of the year so far during this period with work.
(14:04):
So it is more difficult for some people. Some people may have more time and if that's you and if that's someone who you actually don't, which I don't think you really be listening to this episode to be honest, because this is about your diet being full. But how should you be listening to this and just finding it interesting. And do you or somebody that has more time be aware of that because this is for, for where a lot of us who are busy right now, we're going to move into a space where we suddenly feel like, Oh fuck this relief of thank goodness I've got all of this time back. And the danger of that is that you're then going to overspill into the time and things are going to start taking longer. Remember the Parkinson's law, the longer you give yourself to do something, you will fill it and you will do that and you will procrastinate and you will find things to do.
(14:48):
Deadlines are key to ensuring things that you need to do get done. So put those deadlines in. Put the time blocks in, whether you've got time, where you don't have time, whatever it is, put those parameters in place and really hold yourself accountable to that because you're going to find you make way more progress and you're far more productive doing so. Now going back to the prioritization again, what is going to make your boat go faster? A lot of people are busy doing the wrong things. And something that, just to refer back to what Malaine was talking about in her life, is that people aren't honest with themselves. People aren't honest with themselves around what they actually want. And some of the time people say, Oh, I'm too busy to do something because they actually don't want to do it and they don't want the outcome either.
(15:36):
You know? And I think we all need to be a bit honest, more honest with ourselves and let ourselves off the hook. Because if it's not what you want to do, why are you doing it? You know? At the end of the day I think there is something to be said for if the outcome and the goal is something you want and the thing that you need to do isn't necessarily your favorite task, but you know you need to do it together, then there are sacrifices to be made. Not everything is jolly and happy all of the time. Sometimes you do need to make sacrifices for different, you know, present time, enjoyment for the longterm gain. So you have to kind of weigh up, you know, do you want this goal? If you don't want the goal and why are you doing the thing? Why are you kind of procrastinating?
(16:18):
You're making excuses on thing that you don't really want to do to not get the goal that you don't really want. Be honest about what you want. Be honest about the life that you want to lead to. Be honest about your goals, move towards the things that set you on fire. You know, really think about the things that like you, what? What kind of life do you want to live? What kind of business do you want to create? And really get clear on that because unless you feel motivated by that, you're not going to be willing to do the things that you don't necessarily want to do. But there are things as well that, like I said, delegation. That is one way you're going to create loads of space. If you're still holding onto your bookkeeping for God's sake, get rid of it to someone else.
(16:59):
Get someone to do your accounts, you know, to keep that up to date. You know, a lot of people have accountants, but they're still manually entering in invoices and keeping their QuickBooks up to date or their zero account up to date. Don't do that stuff. If it doesn't fill you up. If you really love doing accounts, then fine. You carry on. Again, this isn't about what I believe you should be doing. This is about what you want to do. And there are plenty of people out there who are willing to take that stuff off your hands. So as you're looking at your workload, actually look at it and go, are there things here that I don't enjoy doing, that don't need to be done by me, that I can get rid of, which will immediately release a ton of time. So there's a really obvious one, but do it like don't just listen because I'm probably not, I won't be the last, and I haven't been the first entrepreneur to say this, you know, to say to you, you need to delegate.
(17:51):
And everyone goes, yeah, yeah, yeah. But no, seriously do it because you know, especially right now, if you can't, if you can delegate something like bookkeeping, which can be delegated right now, this isn't something like, for instance, my cleaner can't come around my house, but my, my bookkeeper can absolutely do my work for me. So, you know, have to think about those sorts of things that you can start shifting off of your plate right now that you don't need to be doing. The others are more than willing and more than happy to help you out with. So yeah, prioritizing the things that you actually want to do. Stop doing the things that you don't and also looking at the activities, you know, the return on investment in those activities is another really key element here because this last couple of months have been insane, I've had a ton of new clients join on the coaching.
(18:42):
We've had a ton of new customers over in the adventure travel side of things. We have been really, really busy. One of the busiest times you've ever had is during this period of lockdown which has been a huge clash. A bit of a conflict of interest, shall we say with everything else going on. So it has been difficult, but it's meant that I've had to really be strategic about where I spend my time and where I'm getting the most return on investment for spending that time. And it's different for everybody. You know I haven't been able to do as much networking as I would like because at the end of the day I've had to prioritize where, where I need to be and you know, I've had an amazing sales month and so I've been, you know, my mind's been taken away.
(19:30):
My time has been taken away or focusing on that because you know, you make hay while that's the Sunshine's. Right. And so the networking side of things has had to take a back seat a little bit to a certain extent because you know, I can't justify sitting in a room with people that I've vaguely know in, you know, when I've got my daughter sitting there needing quality time with me, I have to be very considered about what I do. But for instance, if I was, you know, if I was a business that was really, really quiet, I had no leads and I was twiddling my thumbs and I would be saying, networking is probably thing that you need to be doing right now because you need to be getting in front of people. Sharing your message and you know, drawing up business.
(20:16):
So networking would be a very fruitful thing for you to do, but you have to look at where you are right now and where you want to be and what is actually going to get you there. Right now I want to be focusing on fulfilling my client's needs. These new clients that have signed up, they want huge transformation. I want to give them a huge transformation. Because not only is it going to change their life, it's also going to, you know, help to propel my business success moving along because the better results my clients get, the better people see. You know, it is to work with me and say that's a focus to me right now. Nurturing my leads is a focus with me right now. And sharing that I spend some quality time with my daughter is important to me. So I'm very clear about what's important, the goal I'm trying to achieve and the things are going to make that boat go faster towards the goal that I want.
(21:11):
So be really clear on these activities because I see a lot of people being busy with things that actually don't make much difference to that business. If you are somebody who is trying to be on every single content platform who doesn't have a team of people to help them repurpose their content and you are going out there and you're spending all of this time trying to be everywhere and nowhere and you're not seeing results, then there's something not quite right and you're filling your time with something that is not bringing a great return on investment. And so that is a time to either a get help to repurpose or be really look at your messaging and understand the things that you're actually putting out there and it good. Are you actually on the right platforms? Are you being strategic in terms of where your ideal client actually is?
(21:58):
Is it getting seen? If it's not, then why are you putting content there? Because you know your reach is really, really important. And it might be that you need to get some help but stop filling your time with things that you think you should be doing but aren't actually bringing in the results and aren't actually being strategic use of time. So be clear on these items and, and really look at that. Now you might be kind of listening to me and going, yes, yes, yes, I get it. I'm getting to prioritize. I know, I know that and I need to be clear on what I'm doing. Absolutely. And then some of you may have had some epiphany moments around that. Great. And the time blocking thing absolutely would start like as of today or as of tomorrow, that will happen. But I am so strapped for time.
(22:40):
One of the biggest things that we've been working on with a lot of my older clients and a lot of my newer clients, it's so odd how this has really happened. And I say it's odd. It's not really considering so many people to feel a bit time strapped right now is looking at their business model because what they're finding is that they've either lost a lot of clients and realized, I don't want to go back to the way I was working because I was pushed to my limits and I had zero time to work on my business. I had zero time to spend any time for myself or with my kids or with my spouse or they are still in that, that phase of, wow, how on earth do you do it? And this is one of the things that one of my new clients said to me, how on earth do you deal with all the clients and actually make time to spend working on your business, doing the content creation, all of those things.
(23:34):
Now, you know, some of the answer to that has already been mentioned. Time blocking, batch creation, really looking at where I'm spending my time. So in terms of content creation, I'm very considered about where I spend my time and what I spend my time doing. And I spend a lot of time, for instance, trafficking people towards one core piece of content. You know, like my podcast, you know, that's my main piece of content I want people to consume. And so I spend a lot of time and effort and energy into creating my podcast, but I don't necessarily spend a ton of time elsewhere. I've got a team of people that help me to repurpose my content, to create blogs and things from my core pieces of content for my podcast. I do have a lot of help with that and that enables me to not have to worry about all of that stuff.
(24:25):
I'm more of an editor than I am the creator asides for my podcast. So be again, being very strategic, being very one inch wide, mile deep in my approach to many areas of my business, not only for niching. You know, we don't mention that word during this episode, but you know, I'm all about the one thing. And by the way, if you haven't read the one thing, then you need to read it. It's amazing. And it really does that whole idea of the one thing really does spread across your entire business and your life. Focusing on one goal, focusing on one area and really putting quality time, energy, your blood, sweat and tears into doing that one thing will pay off far better and spreading yourself too thin across all areas, which is why we need to prioritize and we need to call the things that don't necessarily work for us or do better at them.
(25:19):
Get better at this one thing rather than making these excuses about I don't have time for it. Make the time to do something well rather than doing a ton of things that actually don't get you anywhere. But to give the part two to this answer, linking it back to the business model, which is what we were originally talking about here is that, how do you find time to work on your business? Well, I have very strong boundaries about when I work with clients, I ensure that I only take sales calls on one particular day. I've created a business model that serves in terms of my elevate program that gives a high level of support to my clients, but during specific time parameters. So if you've got your calendar free to all and sundry to book in at any time that they like, that's convenient to them, then you are causing yourself a big problem because you are always at the mercy of others.
(26:21):
One of the biggest things that changed the way I work and created more time for me to do what I want with my time versus what other people would like to do with my time, is to use a very simple system with my Google calendar and a an app called Calendly, which is my core booking system where people can choose at a time that's convenient to them, but more importantly and very critically convenient for me. So they can book in during certain periods of time. So it's, they still have an element of choice, but it's during times that suit me and my business. So it's really key. So I have whole days where I don't speak to a client where I can focus either on having a day off or I can focus in on working on my business, content creation, whatever I want to do.
(27:12):
In fact, I have whole weeks blocked out where I don't speak to clients at all and again, I'm very strategic about that and I've left that time for me to choose what I want to do with that time. So stop making your calendar available to everyone else to mess with. And it's fine to give people choices but give them the choices that are convenient for you. You have to prioritize yourself and where you want to work before you can serve anyone else because if you don't work in that way, you will end up, you will end up burnt out, you will end up resentful and you will end up a busy fool because when other people are in charge of your calendar, you know you've got someone booking in a call for an hour and then you've got like half an hour gap where what are you going to do in that time?
(28:03):
By the time you've wound down from the call for 15 minutes and then you've grabbed a drink, you're back onto the next call. So if you were planning to do content creation during that half an hour, I can tell you for sure that ain't going to happen. And then you've got another gap and then you've got another call and then maybe you've got 45 minutes and then you're doing something else. It doesn't work and it doesn't create productivity. It's really key to have large chunks of time to do the things that you want to do. So limit the time that people have control over your diary. If you do that, you will find that you will create so much more space in your business for you to be able to be more strategic. Because at the end of the day, if you are a business owner, you should have either done this or be working towards it, which is letting go of doing the do and actually moving more into a space of working on the business and marketing it and getting the sales in and working on your branding.
(29:04):
And you're delegating, you know, a lot of the due to other people. And if you're not delegating all of the due, at least you are absolutely time blocking out so that you're not spending all of your time doing the due and that you've left space for the really important things. Otherwise you've just created very underpaid an on fulfilling job. And I say underpaid because if you are feeling that you are not having time to be able to spend on your business and getting the sales coming in and if you are feeling that you are being pulled to go limits from pillar to post, and that's how you're feeling, that energetically it means you are not receiving the kind of pay that you want to be receiving for putting all of that energy and time and effort in. So yeah, take control of your calendar, take control of your time, decide what to do with it.
(30:00):
Forget the pressures of what everyone else thinks you should be doing and focus in on what you need to be doing right now that's going to get you towards the goal you want to achieve. And that doesn't necessarily mean that you have to do that at sacrifice of everything else. You know, with kids and dogs and spouses and whatever else it is you have going on and other family members. But it does mean that you are filling it with the things that are important to you, that you value. And that is key to running a successful business. And if you would like to catch up with either of my clients Cora Darlington or Malaine Lea who are both amazing, I don't think I actually mentioned what Malaine does by the way. Just as an kind of a shout out. Malaine is fantastic. Malaine helps purpose driven entrepreneurs who are not currently running a business that truly lights them up.
(30:51):
She helps them pivot to a more mission driven purpose filled business that they feel truly aligned with and actually helps them to amplify their wealth. You know, her clients go from earning a certain amount of money which is okay to earning the kind of wealth that they truly deserve and in a business that they really liked some up. She's amazing, she's brilliant and I just absolutely recommend that you follow her regardless because she comes out with some serious golden nuggets and Cora Darlington. If you're somebody who is burnt out, really pull from pellets of posts and you've listened to this episode because you are like, I need help with this very specific thing. And I really am finding that I don't have time for myself, my kids and my clients and doing all the things that I need to do and I'm feeling like I have zero zilch time and you can't sustain it for much longer.
(31:48):
Cora Darlington is the person that you needed to see because she really is a life architect. She really looks at your calendar, how they're spending your time, all of the things I've been talking about on this episode. I'm sure that we'll actually get her on the podcast as well at some point to talk more about what she does, but she's definitely someone that you need to talk to. If you're someone in that burnout boat, then make sure you speak to her. Pop. both of Malaines and Coras links into the comments and if you've been listening to this and you realize that actually you've not been doing the things that you know you need to be doing to get your business to where it needs to go and the actually you need to start creating a business model that suits the kind of business that you want to run.
(32:32):
And the life that you want to need and that you need to be doing activities are actually going to make a difference and you'd like my help with that to create that business model, to create that content that will actually make a difference rather than just being busy creating and doing and not actually receiving anything in return. And you actually wants to have a much more fruitful marketing plan than I am the one you need to be calling on. I'll pop the booking link for the call in the show notes for those who are just listening and wants to quickly type it in, it's bit.ly/claritycallpodcast. And I would really love to hear from you, speak to you and see how I can help you start building a business that's not only market leading and the number one choice in your market, but also suits the kind of lifestyle that you want to have. And I'll see you guys in the next episode.

May 13

Becoming Known When the Market Doesn’t Want to Know

By Jennifer Hall | Podcast

Becoming known as the go-to business is pretty much ALL we talk about on this podcast BUT what happens when what you’re selling isn’t something that is immediately wanted by your market? How do you become known and become a priority for your market so that they feel compelled to buy from you? I’m joined by Julie Dennis who talks about her breakthrough in revolutionising menopause at work when her market, in the beginning, didn’t want to know.

In this episode we cover:-

  • How to raise awareness of a hidden problem to raise demand for your services. 
  • The ‘White Paper’ strategy that played a key role in the conversion of her clients.
  • The ‘Personal Outreach’ approach to secure clients that snowballed into becoming fully booked.

Useful Links:-

Book onto my Evolve & Elevate Strategy Session – https://marketleaderleague.com/strategysession

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Follow Julie Dennis on LinkedIn & Request her Why Menopause Matters at Work White Paper – https://www.linkedin.com/in/julie-dennis/
http://www.juliedennis.net

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

Jen (00:00):
How do you become known when your market seems disinterested in what you have to offer? We're going to dive in to the perfect case study in this episode.
Jen (00:21):
Welcome to this amazing episode where I welcome a guest onto the podcast to talk about something that I find really, really interesting. And I know you are too. This is Jen Hall, your business positioning coach and market leadership expert. And today I'm really excited to introduce the amazing Julie Dennis. Now, Julie Dennis is someone who has pivoted in the last few years from working with individuals to help them through menopause, to actually working with organizations to help them retain that female talent and help educate their teams and their staff on menopause and how to support their employees through that. And also empowering those female employees with being able to manage their symptoms. And she's had an incredible journey because when she first pivoted to this as we'll find out during the the interview, the market didn't really want to know it wasn't really a hot topic.
Jen (01:26):
It wasn't really supposedly high on their priority list. And the thing is that even though this is what she was confronted with, she had this tenacity that she kept going. And what I love about Julie is that she educated her audience. She educated them on why they should be paying attention to what she's talking about and really educated them on a hidden problem that really wasn't the forefront of their minds, but by the time she was done she was and she's become so successful in what she does, they now do want to know. It's now become a really hot topic for businesses to be focusing on to ensure that they're supporting their employees, that they were taking their talent and that they're being seen as a company who really cares about their employees. And so she's done a fantastic job and she has played a key role in really bringing that topic to service.
Jen (02:25):
She's been fully booked for so long. And to her success has just snowballed. When she first started, it was all about the proactive outreach. Nowadays she's finding time to try and fit her clients in. And you know, like I said, she's, she's fully booked and she keeps getting referral after referral as the person to work with in her field. She is a true market leader, has really dominated her corner of the market. And I'm really excited for you to hear Julie's story to really understand what she's gone through and find those golden nuggets. So if you're experiencing a similar thing where you are trying to really make a Mark in your industry that your audience aren't really listening, then listen to this episode because it's going to give you the hope that you need to show you that sometimes it's a case of perseverance and dedication and really raising awareness of the problem and why they should be paying attention to that problem.
Jen (03:29):
Now just before I dive into that, just to let you know, there are just a few more spaces left on the strategy sessions. I'm looking to close these very, very soon. So the strategy sessions, you might ask, what are they say if you're new to the podcast, these are might evolve and elevate strategy sessions where it walks you through how I've made over 350,000 K in just the last few weeks. I talk about the strategies, the campaigns and the process that I've taken my businesses through and my clients businesses through to really help them reach that market leading success. So if you want to have a nose at the types of campaigns that we've been using, what's really been effective for us, then please do make sure you book into those sessions cause they're not going to be around for much longer until if and when I decided to run them again.
Jen (04:21):
So you make sure you get booked on the link is in the show notes and if you'd like to just fast track to talk to me about how to work with me to become that market leader, then again the link to book a call is in the show notes. I'm looking forward to seeing you on either one of those. And as always, if you're enjoying the podcast pretty, please leave a review because we love a review and it also means that you get a lovely little shout out as well on the next podcast episode. So there we go. Now. So without further ado, I am going to let the interview roll. Enjoy. So welcome. Julie. Thank you so much for joining me on this episode.
Julie (04:59):
Delighted to be here, Jen
Jen (05:01):
Fab Really, really excited. And the reason I'm really excited is because I, I'm really interested about your journey. Before I kind of launch into the questions around the shift that you made and sort of where you've moved into in the success story that's come off the back of that. I'd really like to ask you why you do what you do. Like what's the passion behind helping these organizations with menopause support?
Julie (05:30):
Do you know what? I don't think it's necessarily a passion with me. It just feels like it's the right thing to do. You know, you hear people talking a lot in business about, you know, this is my passion. I'm really passionate about helping people. I'm really passionate about changing the world and I just feel that I'm doing the right thing, not just for the people that I'm working with, but for me as well. It just feels like I'm in the right place. So it's not so much a passion, it's just somewhere I've ended up where I thought I would never be, you know, asked me from five years ago, probably six years ago would you be selling menopause to organizations across the UK? I'd have been like, what? And I think, you know, I'm not really a woo person, but life has eventually by the age of 50, well I'm going to be 50 in June. Anyway, I finally, finally found a place where I'm comfortable with work
Jen (06:20):
Fab. And do you think then it's more of an importance thing rather than a passion?
Julie (06:26):
Yeah, it's important too to me to educate people around menopause and just to make it a topic that it's okay to talk about. And it's important for organizations to recognize it as part of her whole health and wellbeing and a and inclusion piece.
Jen (06:42):
Fab. Exactly. And I'm totally with you on that. And I think, you know, like you said, that word passion can sometimes come across as very woowoo. But I think you know, it's important that what you do is incredibly important. And kind of, I'm going to segue now into kind of asking you a few more questions because before you started working with organizations you made a shift from actually working with individuals. How long ago was that now?
Julie (07:10):
So that would be probably about two and a half, three years ago. Probably about two. Yeah, this is my third year of working with organizations. So prior to that I was working with individuals. I mean my background actually is in a, is in the mining industry, so fairly unusual career path from mining to menopause. And I was major dumped it back in 2013 which actually I was totally okay with, you know, I wasn't doing a job that I hated. I wasn't doing a job that I absolutely loved. I was just doing a job. So when, when they made me redundant and I got a nice payoff, which was helpful at the time, it just gave me the opportunity to sit back and relax and think to know what do I want to do, what do I want to do differently?
Julie (07:54):
And I realized I didn't want to be an employee any longer, but I wasn't sure what I could set my own business up doing. So I thought about what I enjoy doing and at that time what I love doing was running. So I qualified as a personal trainer with a view to teaching people how to run and enjoy running. By the time I've got my personal qualifications, motivators and training qualifications, I changed my mind and decided that actually I wanted to work specifically with women like me. I trained with a lot of 20 somethings who didn't have a clue what it was like to try and exercise in the body of a 40 something. And I realized that that was somewhere that I could really make a difference. Quickly started to realize that the women I was working with and their full tears or they wanted to be fit and thin, like we all do. What they really wanted to be able to do was get rid of menopause symptoms. So I pivoted my business fairly quickly right from the start and I've gone through a number of chain changes. So first of all it was, you know, about running. Then it was about personal training. Then it was about menopause coaching for four individuals. And then about years 3 ago I pivoted to working with organizations
Jen (09:00):
And just, you know, very briefly just because I think this will help a few people out there who are perhaps not enjoying what they're doing and looking to make a pivot. That critical pivot between working with individuals and then working with organizations and corporates. What made you want to make that change?
Julie (09:19):
It was, it was a pure chance. I was at a networking, I used to do an awful lot of networking locally. Which was really useful for my business, especially at the start. And I met a woman there who was she was actually, she actually worked for utility warehouse, which is kind of a franchise organization, but that was her part time role. She also worked for the local police force and they were looking for someone to come in and talk to them about menopause. And she said to me, I know you worked with individuals but do you do talks as well? So I said yes even though I hadn't done beforehand, you know, that kind of thing. Say yes, work out how to do it later. Cause it was kind of exciting the thought of doing something new. And I went along and I spoke to the local police.
Julie (09:59):
We had about, there was about 80 people in the room and I remember standing there watching them all file in and just kind of this excitement building as the room filled up. And I realized that actually I could have so much, much more of an impact in front of a group of people within an organization than I could by working with one person at a time. Cause when you're working with one person at a time the change can be slower cause it's just you and them, you know, so you have some quick early wins. But sustaining that longterm change is a lot harder. Whereas when you're working with an organization and you have the support of all the people within the organization and the people in the organization who are trying to change or manage symptoms or support those with symptoms are all working together. Things happen a lot quicker and they happen on a lot bigger scale
Jen (10:46):
Fab. But obviously I know that menopause at work is a big issue, particularly with organizations not really understanding fully at times how the menopause impacts women. And so I love what you do because I think it kind of hits everything from all angles. It helps the individual, but it also helps the individual from the other angle of helping the organization to support them and have more understanding around the issues as well.
Julie (11:11):
Yeah. And you know, it's not just about the individual, it's about the business too. And I'm very clear about that. When I speak to organizations, you know, it was, it wasn't an easy sell to begin with. After my first initial flush of success. It did go quiet. It did go quiet for a couple of couple of months cause it wasn't an easy sell because places was like, you know, why would we want to talk about menopause? You know, nobody wants to talk about it. There's the stigma attached to it. It's got nothing to do with work anyway. And it's not relevant to the business. But actually what I found was useful to us to look at the journey with mental health in organizations. So, you know, 10 years ago we wouldn't have dreamed talking about anxiety or depression openly at work.
Julie (11:50):
But nowadays it's unusual for an organization not have a mental health policy in place to have mental health first aiders and for it to be something that they just talk about. A menopause is following hot on the heels of that. Really. So once I made that connection between the mental health journey that organizations had taken and the menopause journey that they could take, they were much more open to it. So one of the questions that I'd ask when I was consulting was, what have you done around mental health? And we'd look at that platform and those initiatives and use that as a springboard for bringing menopause conversations into the organization. Because it's the same around the stigma, the lack of understanding, the fear of saying the wrong thing of doing the wrong thing,some people just simply not wanting to talk about it. And that's okay too. And I think, you know, that's something that we need to, or that we often forget with conversations like these people are so much about, you know, we need to talk about this stuff. We need to be open about it. And yet for some people that is the right thing to do. But for others, they don't want to share. They don't want to talk about their personal experiences around menopause. And we should respect that too. Whether that's a personal request from then or whether it's, you know, it's a cultural issue.
Jen (12:57):
Absolutely. And I'm loving the way you're taking the conversation on this because this is going to be my next question really. And you partially answered that in terms of, you know, when you, when you first went out there, you didn't particularly get, like you say, the, the welcomed with open arms approach and you've had to kind of worm your way in. And I think a lot of people you know, who particularly have a passion or feel like there's an importance to something, feeling like they're on this kind of ivory tower where they're preaching to everybody but nobody's listening. And so I really love the way you talked about using a different angle, which is being talked about. Can you tell us a bit more about that? So you obviously went through on the mental health springboard. What kind of messaging were you using off the back of that to then take the shift over to the menopause angle?
Julie (13:46):
Well, so it's about the benefits to the individual. And essentially, you know, when you've got a happy, happy workforce it's good for the bottom line too. So it's talking to organizations, not just about the benefits for the individual, but for the benefits for the business. You know, when people are feeling well, when they're able to bring their whole selves to work, when they're able to talk about any issue that they want to comfortably in the office, when their line managers are trained to understand and look out for signs and symptoms and to recognize that reasonable adjustments can be put in place quite quickly without disrupting other team members. When you make organizations understand that it's really good for the people, it's really good for the company to, you know, people are working harder, they're more engaged, they see more opportunities.
Julie (14:33):
You've got the competitive edge, you're improving gender parity. You know, one of the bigger gap, bigger gaps in the, in the gender pay gap is around women in their forties and fifties. You know, the gap starts to really get much bigger than that. So there's all those business angles to look at as well as the benefits to the individual. Some of the companies that I work for have now won awards on the back of the menopause work that they've done. You know, which is great for PR too. And we wanna we want to work for companies that are doing good things for their people.
Jen (15:06):
Fab. And I really like the way you're finding these different angles that both benefits the individual but also benefits to the organizations as well. And actually looking at, you know, how they can do that. And so your strategies and approaches, am I right in saying that a lot of the time they were personal outreach?
Julie (15:23):
Well, in order to find organizations yet person outreach. So I would look on LinkedIn. There's a lot of people, just go in and just privately message all the HR people or all the diversity inclusion leads on LinkedIn and ask them, you know, ask them for a conversation. But what I found worked better for me was looking at what people were posting, you know, targeting an industry or a list of organizations and looking at what people within that organization were posting about and then connecting them on the back of that, you know, I've seen you posted about this topic. It really interested me because would you be interested in having a conversation? Would you be interested in receiving my monthly newsletter about menopause at work? Would you be interested in reading my white paper? Would you mind filling in my recent survey? And just connecting with people on a personal individual basis that was relevant to them at that time as opposed to sending out, you know, a number of blanket requests.
Jen (16:23):
Brilliant. Thank you so much for sharing that because I think a lot of people, you know, wonder how this kind of magic happens, how you kind of seal the deal and get those conversations going. And I'm assuming, you know, when you're out there and you're looking at what other people are posting, you're also obviously, I'm assuming sort of commenting on the angle. So like you say if there's commenting or posting about something to do with gender parity is making that link back, I'm assuming to what you're doing and how you're helping.
Julie (16:50):
Sometimes sometimes I would comment or sometimes I would just take it offline immediately. Cause that was just a, I'm quite direct person. That's just how I work. So I thought I, you know, I could spend weeks and months commenting on other people's posts and building relationships or actually I can just message them directly and comment to them privately about what they've written. And I've got some really good responses with that. And, you know, you're talking about the magic that happens. And actually it's mostly it's about hard work and consistency and commitment. You know, it's not very often that you'll send out a couple of requests and get responses back the same day and you know, you're often often selling it can take a while to build these things and you can get ignored for a long time too. And you've just gotta let it go. You know, people will get in touch with you when they're ready. I have clients now who I first started talking to probably 18 months ago offline, but it taken them that long to come around to the T the fact that they need to talk about menopause, find the budget for it, found that, find the buy in locally. So just, you've got to be patient as well, I think.
Jen (17:52):
Brilliant. And what have you been doing during that time of waiting? I'm assuming you're sort of keeping them warm and staying top of minds and sort of sharing messages with them in some way, shape or form, whether that's through content or, or just keeping in touch.
Julie (18:06):
Yeah. So keeping in touch, a phone call occasionally just to say hi, how are you? What's going on? Like I mentioned, I've got my monthly newsletter pause for thought. So, and that's a really easy win, you know, in terms of getting micro-commitments from people before you can actually sell to them. If you can, if you just say something like, you know, quick question, would you be interested in receiving my monthly newsletter, which includes a, B, and C and we'll help, we'll help, we'll help you to do, you know, X, Y, and Z. Then that's a really quick win that they'll say yes to. And then you're in their inbox once a month, whether they're reading those emails or not. It doesn't matter if you're in their inbox, you're there seeing Julie Dennis menopause every month. So when menopause comes up in their organization, finally it'd be like Julie Dennis. So that's the first name that comes into their head when they think about it.
Jen (18:53):
Amazing. Pleased that you mentioned around your newsletter, because I see this a lot, and this is a big mistake a lot of people make is just saying, join my newsletter. But you've made it very clear about what they will achieve by signing up to something like that because yeah, because other than the answer will a hundred percent be no if you don't actually show them some kind of transformation or benefit to them for doing so. And the other thing I want to pull up as well is you mentioned about your white paper. Now this is something that not every, some people have heard of it. If you're working in the corporate world, you probably most likely would have heard of it, but for a lot of people, can you just explain what the white paper is and what your white paper specifically helps with?
Julie (19:37):
Yeah, so white paper sounds really impressive, obviously. Super impressive. Sounds impressive in my mind it's just a long article essentially. Proving a point, you know, so the point that I was craving was that menopause matters at work. So you know, you've got your introduction piece about what menopause is including some case studies about some work that I'd done with other organizations, including some tips about, you know, what companies can do quickly to get the conversation started. And they're obviously have your light little sales pitch at the end. So it's just, it's just a long article. It's nothing to be frightened of. You just have to get on with it. It's kind of like doing your homework. I think that something like a white paper, you know, when you used to put it off and put it off and put it off, be watching songs of praise on a Sunday night rather than, you know, writing about pride and prejudice or whatever you were supposed to be doing. And I've done two white papers now. So the first one I did was over two years ago. And when I looked back at it recently, I was like, Oh God, you know, my thinking has changed so much since then, but it doesn't matter. You know, you just have to do it and get out there. So when I rewrote it in March this year, I just blocked out a whole day in my diary and that was the only thing on my to do list for that day. Right. The white paper. And that's what I did.
Jen (20:49):
Amazing. And how effective has that been in helping to get that message out there around the importance of having, you know, a support around menopause?
Julie (20:58):
Really effective, you know it's got nice big font. It's got some pictures in it is easy to read. It's easy for people to pick out the bits that are relevant for them. And again it's another easy micro-commitment from a potential lead. Would you like to see a copy of my white paper? I think it would benefit you because and somebody will say yes to that. And again, they might not read it the first time or even the second time that you sent it to them, but eventually they'll, they're just getting that connection in their head. If they want to know about menopause at some point, Julie Dennis is the person they'll speak to about that. So it's making sure that whatever your niche is, your name is connected with, that every time your kind of hot lead is thinking about it.
Jen (21:40):
Brilliant. And so for somebody out there who is looking to bring something that they believe is really important and should absolutely be supported either by an organization or even as an individual and getting that message out there to help raise the awareness on that issue and actually make sales off the back of that awareness, what would your advice be to them?
Julie (22:05):
I think it's what I said earlier, really it's about consistency and commitment. You've just got to keep at it. You know, when I first started doing that, that first three months when I started selling to organizations, I posted on LinkedIn every single day, every single week day. You know, sometimes it was a short post, sometimes it was a longer one, sometimes it was just a quote, but I was visible all the time. You know, going back to that thing again about when people think about your niche, they need to think about your name. You know, especially if you're in a really busy niche. But if you're in a new niche like me, it's even more important that they think about you first of all because you know there's going to be other people coming up about you. So be absolutely consistent with your visibility.
Julie (22:47):
Don't get upset when people ignore you. They will. And if your post don't get any likes or comments, don't take that as a sign that they're no good or that nobody's reading them. Because what I quite often find as well when I'm out and about is people say, Oh, you know, I read that comment you wrote. I thought that was really good. I've noticed you've been really visible lately and they haven't, but they haven't actually bother commenting or liking. But they just, you know, cause we all do it, don't we? We look at stuff I think, or maybe I'll come back to it later, maybe I won't, you don't, but it doesn't mean it hasn't registered just because you're not getting the comments and likes
Jen (23:20):
A great, great advice that, you know, an a particularly on the, on the fact of I'm so one of these people who read something, Oh that's really interesting. And then I have to, on the odd occasion I catch herself like go back and like it Jen, I just like, I'm, I'm off. I'm like, yeah, brilliant, great. Next thing. So, yeah, absolutely. And I think you're totally right. It's staying, it's staying top of mind. I think visibility is, is really important. And you've talked about like keeping in touch.
Julie (23:48):
And I know you talk about this as well, but it's being really specific in your messaging don't get distracted by other stuff that's going on, you know, stay in your own lane, be aware of your competitors, but don't be reading everything that they post because you don't want to be talking in their words. You want to be talking in your words with your own spin on your particular topic. So always stay in your own lane.
Jen (24:09):
Amazing. And what do you feel is different about you and what you provide versus your competitors say?
Julie (24:19):
Mine's a very personal service, my brand is really me, you know, I'm selling me as well as menopause. So the companies that buy from me buy from me because they like me. So I'm not, you know, I don't have a large training company. I'm a single person consultancy. So what they get is a customized solutions. You know, I'm not selling a one size fits all where I do consultative selling. I listened to what was going on within an organization and then I sell them what they need. So, you know, I've got a number of different packages in mind and suites and services that I offer, but I made sure that I listened to what the company need before I made that offer.
Jen (25:04):
Brilliant. And what do you think it is about you that attracts organizations to want to work with you?
Julie (25:10):
I'm pretty relaxed. I think. I I don't take it too seriously. You know, I think we're especially, you know, going back to that word passion that we talked about right at the beginning, you know, you can, when you are very passionate, when you really care about something, you can really take your topic very seriously. But actually companies want a bit of lightheartedness to a bit of, you know, if you introduce a bit of humor, don't be afraid of trying to make your client laugh. I do it all the time.
Jen (25:41):
And I think as well, you know, knowing you on a personal level as well, you're also quite direct and I'm saying that as, as, as, as a positive as someone else who is equally as direct. I absolutely love that attitude and I think that can go down really well.
Julie (25:57):
I think it does. And you know, the one place that I am super, super direct actually is where it comes to fees and pricing. So, you know, and I think that's something that we can tie ourselves in knots about. But when I am talking to organizations on the phone and we reached the end of the conversation and it's getting towards the fees and sometimes they'll say, well you know, do you want me to put, just put a proposal together and you know, map out what you think this will cost. And actually what I try to do is have that conversation on the phone there and then to try and get a ballpark figure of what their budget is, talk about what the kind of money that I have in mind so they don't then have to come off the phone and get really axed him worrying, you know, get my knickers in a twist about how much I'm going to charge. Cause I've already been open about it and direct about it. Knowing how much money they've got, a know how much I'm going to work for.
Jen (26:43):
Absolutely.
Jen (26:44):
And sort of like you said, being direct about finding out what that budget is first and foremost. So many people get so scared about asking that question but it's just so important.
Julie (26:52):
Yeah. And sometimes they don't know and that's okay. In which case, you know, you just pitch where you think it's right and there is no right for you by the way. You've just got to go with the one that you're comfortable with. And I would add as well that in the early days, you know, my fees kind of what would around quite a bit depending on how robust I was feeling.
Jen (27:08):
But I think the good thing as well as you know about that kind of, you know, with the organizations and the personal outreach is that actually that could be quite forgiving if your prices are very public, you've got to stick to your guns, otherwise you will just look weak in the eyes of the public. But you know, you've got a bit more leeway when you're dealing with organizations on that level. And I'm trying to find that sweet spot and also not just the sweet spot for them, but finding the right one for you because I'm sure you've taken on contracts in the past where you just thought, why on earth would I do it for that cost?
Julie (27:42):
Yeah. Oh yeah, absolutely. Of course it does. It happens in the early days. And you know, I look back on it now and I think, well, you know, it's still, it was experience. It's you know, it's a testimonial that I got from that session. I still help people. So take the positives out from, from everything that you do and try not to beat yourself up too much if if you've gone in a lower figure than you really wanted to.
Jen (28:02):
Absolutely. I mean I've done it myself, you know, when I've created a new new product or something and it's the first time I've sold it. And then after I thought, what are you doing Jen? But like you say it's weirdly, sometimes those ones tend to be the most successful. So you've got to throw your all into it anyway and you know, you do find that these ones will always turn out, turn out for the bathroom,
Julie (28:23):
Do you need that? And then you get referrals from that, from that sale. So, you know, there are wins from every sale. It's not just about what's gonna say is all about the money, but it's not just about the money.
Jen (28:35):
And also cause obviously moving on to, you know, the, the success story, we've talked a lot about you pushing into that industry. And making sure your messaging is correct and sticking with it, being consistent, you know, keeping people warm. That consistency hugely paid off for you, didn't it? Cause you said about, you know, referrals you ended up getting like wait-lists didn't you for the amount of people that refer
Julie (28:54):
Really fortunate position. Now in my third year, the about 90% of the businesses comes from inbound leads by which I mean I'm not having to go out and search for business any longer. It's coming, it's coming to me. And that's down to that, you know, that consistency of messaging. It's down to delivering as well as I possibly can for each and every one of my clients. And it's about asking my clients as well. Is there anyone else that you know in your industry that you think I could help? So yeah, the majority of my work now comes through referral.
Jen (29:26):
That's amazing. And I just kind of want to point out for everyone listening that there are so many different ways to become known, but you are proof that becoming well known for being worth knowing has really, really worked. And you know, you are a market leading with this. And I think it's fantastic. And I, you know, a lot of people think market leaders or they're famous, you know, you say their name and you know them. It's not about that. It's about dominating your corner of the market, your corner of the market. You are your corner that you have become well known. Your name is bandied about between different organizations.
Julie (30:00):
Yeah. That's really interesting what you say about the fame piece. You know, because I've never been interviewed on tele. I've done a couple of local radios. I've had, you know, been quoted a couple of times in the newspaper, but I'm not, you know if you look at kind of the, the, the famous people in the menopause space, if you like, my name won't be among them. But if you look at the people who were actually doing the work, that's where my name is and that's where I'm happy with it.
Jen (30:23):
Absolutely. Exactly that. And that's the thing, you're the one that's getting paid to do it. Yeah.
Julie (30:30):
Okay. I'm not on the tele cause I'm at work. Yeah. World menopause day is the 18th of October and every year, you know, there's this Scrabble for people to get loads of publicity. And like when I'm always working, it's like, it's like following the money.
Jen (30:46):
That's the thing, isn't it? It isn't about the fame. It's about being famous for the right thing and actually making those sales because that's what a market leader is. It's somebody who was actually, you know, lapping up a good proportion of their market. And that's what you're doing. And I absolutely love what you do. And I'm so, so just so proud and amazed at and inspired by the journey that you've taken. Honestly, it's so great to see a success story. And what I love about you is that, like you say, you are consistent and you're quite hard, no hard nose with it, and you've kept going. Even even when people were saying no, you've kept it up and it's really paid off. And so many people falter at that first hurdle when they keep hearing the nose or they keep hearing, they're not right now, wouldn't, you know, it's not on top of mind, you really stuck with it. You've educated, you've shown them that actually it is important and you've been really inventive with the different ways that you've done that with your white paper, with your messaging. And you know, getting, like you say, getting them onto your list so you can start educating them to your way of thinking. And that's just paid off in, you know, in leaps and bounds.
Julie (31:55):
Oh, thank you. Yeah, ultimately I really enjoy what I do, you know, like as I said, you know, I'm 50 and I've finally, finally found the thing that I'm good at and that I enjoy.
Jen (32:07):
Brilliant. And you know, that's, that's a huge win. I think so many people. And it's great also, you know, on that note that you know you're honest about the pivots you've made. And I think a lot of people do pivot a lot in their, in their, when they first start out doing something, but you find your groove eventually, you know, it's just about trial and error in that sense. And you know, you, you, you eventually find your place and I'm just really pleased that you've, you've found yours and you're doing such amazing work for these organizations.
Julie (32:32):
So thank you, Jen.
Jen (32:34):
No, thank you. And thank you so much for joining us, Julie. If we do have any oranizations or anyone interested in finding more about what you do work, where can people find you?
Julie (32:40):
Okay, so come and find me on LinkedIn. Please connect with me on LinkedIn. I love it when I get a message, when people want to connect with me, by the way, as opposed to just a connection request or otherwise, have a look at my website, which is Juliedennis.net.
Jen (32:57):
Fab. Thank you so much for joining me, Julie.

May 06

Helping People Make BIG Decisions in an Uncertain Market

By Jennifer Hall | Podcast

Selling in an uncertain market and even making investment decisions for your own business right now can feel like a precarious prospect… So how do you help people to make money decisions when they’re scared, sceptical and uncertain?

In this episode we cover:-

  • How to create certainty in working with your business even in a recession.
  • What strategies ARE NOT working right now and what’s actually damaging your credibility and selling power.
  • How you reach the tipping point where people start queuing up to work with you vs chasing them down.

Useful Links:-

Book onto my Evolve & Elevate Strategy Session – http://www.jen-hall.com/strategysession

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
All people able to make big decisions right now in this uncertain market. Well, let's find out in this episode
(00:15):
Hello and welcome to this episode of the Experts Unrivalled Podcast. I'm your host Jen Hall, your business positioning coach and market leadership expert. And there's been so much going on at the minute with our businesses and our clients businesses. It's all a really, really exciting time. Whilst we are still, as I'm recording this, in the midst of lockdown, there is a small glimmer of hope that things are starting to lift. And you know, we can start to see the light at the end of the tunnel. We're not getting too excited because you know that I'm not one to, you know, jump the gun because we just don't know what the future holds. But I am still getting a little bit excited about some of the rumors that I'm hearing around starting to lift and sort of human contact looking like it might appear at some point in the next 10 years, which would be fantastic, but we have just switched over.
(01:11):
It's the 1st of May as I'm recording this. And yesterday was the last day of our campaign. And we've just tipped over the 330,000 pound Mark, which I am so, so chuffed with. We absolutely smashed our monetary goal. You know, I was positive in this market that we would do well. Now this particular income has come through the adventure travel business that we run. And it's really interesting because obviously hospitality and the travel businesses, two of the biggest impacted industries and yet we've just brought in a huge amount of money in, in a matter of weeks. Which is, which is incredible and I'm really chuffed about, but I'm going to be honest with you, you know, whilst we were still confident that our audience would buy because the majority of this income has come through a warm audience. Obviously the cause of the, the market leading name we have, we do have some cold traffic come through because our third party credibility, which I think I spoke about in the last episode or the one before last should I say, cause the last episode was the amazing Jessica Lorimer which if you haven't checked out she talks about positioning yourself as a number one to corporates, which is just fantastic.
(02:27):
So go and check that episode out. But the wonderful that was talking about third party credibility, which is where your audience does the sharing for you, which is the kind of the tipping point for becoming that market leading name. Because you know, your audience is sharing for you. And everyone who knew me wouldn't say, who do I go to for this? Your name is the shouted from the rooftops. So you know, we have had some cold traffic. They've been very quickly warmed up because people do, if you get a third party recommendation, then you're going to trust it because they've been there, done, they've been through your processes and they've enjoyed it. And so therefore that's, that's good enough. But going back to my original points, I was slightly concerned at the end of the day, we're in a recession right now.
(03:11):
It hasn't necessarily been officially nonsense as far as I'm aware. But it's a dead set that we are. And you know, and obviously like I said, we were in one of the two most impacted industries during this crisis. So obviously there was a, a wavering of all we going to make as much money as we normally do. You know, I'm human being and as confident as I am and our brand name and what we deliver. You know, there's, there's, there is that small element of uncertainty that was sitting within me, but I've come out of the other side of this having hit a huge monetary goal and exceeded expectations to really kind of share that news. I know I keep sharing it and I've already talked about this and you're like, yes, Jen, we've had it before, but I just want to really reiterate, people are still buying even in an uncertain market, people are still buying the things that matter to them and they're, and the more importantly thay're buying from the people who were showing up and the buying from the people and the businesses who have a name that they can trust because they've built that third party credibility.
(04:16):
They're a market eating name and they know who they're buying from and they know that they're going to get a great service. People do not want to gamble with their money. And I've spoken on the other side of the aid with the market leader league and if you haven't heard that name before, by the way, that's my new brand name that I'm gradually introducing into the business. The podcast name won't change as far as I'm aware. Everything stays the same. But I am initiating a new brand, the market leader league, which by the way, okay, here you go. Here's some really exciting news, which I don't know whether I've told you about or not, but we're introducing Andy Moore into the market leader league business, which is my, for those of you who are wondering what earth this is all about.
(04:57):
This is basically my business, my baby, my coaching consultancy business where I help entrepreneurs to get to market either level. Now Andy Moore is my partner in success over in the adventure travel business. And it's also for my fiance just for transparency. But we work so well together over that. He's amazing. You know, we've worked like such a great team and we thought, you know what, with the wealth of knowledge that we both have, why not join forces again over into this business. And he's really excited. I'm really excited and he brings so much new knowledge to the table. In terms of like he's obsessed with tech, like he has a real passion for it and his favorite phrases. What would the best in the world look like? So look out for that episode because the next time we record and Andy Moore will be joining me on the podcast so you can hear all about his side of the story on becoming a market leading business.
(05:53):
So yeah, I'm really excited about this joining of forces. I think it's going to be incredible for the business, it's gonna be incredible for our clients that over the last couple of weeks I've spoken to around 25 business owners and you know, they've had to make big decisions, some of these business owners. So just so you know, the reason why I've spoken to so many people is because I've been running these evolve and elevate strategy sessions, which are going off a storm guys, if you, I'm not going to be running them from it forever, I don't think. So at the moment it's one of those things that I'm running them until I get bored of running them until I want to change it up. So, you know, get in there now before they disappear. And they're helping business owners right now in this current climate to really understand the processes of getting that market leader name.
(06:47):
And I also share some of the incredible strategies and campaigns that have brought in a ton of money in both our businesses and with our client's businesses. So make sure you become the link is in the show notes to get yourself booked on. It is a group call, is it a maximum of five people and you guys get time at the end to ask questions. So do come and join those. But off the back of that, I've been inviting certain individuals who I think would be great on the program, my elevate program, which is a 12 month program once one master, one hybrid that takes you from you one ounce market leader level. And I've invited a few of those business owners to join the program and some incredible business owners have made some great decisions to invest into their business right now to help them achieve exactly what I just described, which is fantastic.
(07:40):
However, they've also been concerned quite rightly about investing in an uncertain market. And the thing is everybody's feeling this way right now. Everybody is worried, scared. Like I said, I was even concerned that we were going to bring in the kind of money that I wanted to bring in during the campaign that we've just run. I was, you know, we're human beings and in an uncertain market, things can feel, you know, concerning, and especially the types of people that I invite on to elevate tend to be the business owners who have been in the game a little while. And therefore that means that they've usually already invested sometimes a lot of money into something already. And do you know what it's awful to say, but nine times out of 10, they've invested and unfortunately it's not worked out. They've been missold, they haven't been told all the information.
(08:41):
And you know, they, it wasn't the right thing for their business at that time. And it's, it's a shame and that means that they've been burned and so they're scared about reinvesting. Now, you know, this is prevalent at the moment that is happening all the time, particularly in the coaching industry. But it's happening all over the place. People do not want to gamble. I know I've talked about this before in other specific episodes where I talk about the current crisis we're in. The people do not want to gamble. They are scared, skeptical. They want to make sure. So the things like high ticket webinars where people are sending people from a cold ad into a high ticket webinar hoping that that's enough to warm people up. It's not, people need warming up way more. You know, they need conversation. If you want them to part with money, they need to feel the trust.
(09:35):
They need to know they're going to get the, you know, the goods from you and the results from me because you know, if you are looking to get that high ticket money, but in particular they do, they need that extra special personal connection. They're not just going to be spending their money Willy nilly with somebody. They just seen that time has been and gone and we're not in that market anymore. We need to make sure we're putting the time and the effort into our prospects, into those people who want to invest but are scared to when they need reassurance. So that's one of the biggest things I need to talk to you guys about today is that your people need you to reassure them, particularly if you haven't yet got that market-leading name. If you're working towards the market leading name, they're going to need that reassurance more than ever.
(10:25):
And the only way you're going to do that is by stopping being lazy. Stop relying on automation. Stop relying on dull content. Stop relying on you know, a quick win posts that will hopefully get you a ton of sales. It ain't going to happen guys. You need to put more effort into having conversations, building relationships on the ground upwards. Yes, it sounds like work, but do you know what's more work? That is a lot of wasted time and efforts on systems and campaigns and strategies and structures that don't work for your business right now because they are not implemented effectively to warm up your audience effectively so that by the time they get on the call, they're already warm. But you know, that call is ever more important, particularly for high ticket, you know, so some, for some products you don't need a call.
(11:15):
It really depends on the type of business that you're running. But for those people whose normal process involves a call, that call is more important than ever. People really want to be reassured, you know, and some of the things that I've helped, those people who I've invited into elevate to help make that good decision for them to make them feel like, yes, this is, this is the right thing for me and I'm ready to jump is helping to show them with case studies, giving them names of previous clients where they can go and check me out and make sure, because again, they've kind of done their due diligence in the past by looking at testimonials, by looking at the surface level view of what you're offering and the fact that you might have a flashy website or you might have this or you might have that, but people really need to know at the core level that you're the right person and the only way they're going to get that is through third party credibility.
(12:07):
I know, I keep saying this guy's so, so important and so give them that third party credibility if people aren't at the point where they're willingly sharing on behalf of you, you know, get the make that happen. You know, I recently got in touch with a few of my clients and said, look, I'm going to give your names out. I hope you don't mind, these people want to approach you and ask you what it's like to work with me, get their permission and then set it up. Get pit gap people to talk to each other and start that ball rolling where people can share that third party credibility and reassure your future prospects that you're sure thing. So, you know, and if you are not in the high ticket business, yes, it won't necessarily be as much of a gamble, but they still want to make sure that they're making the right decisions.
(12:55):
So more than ever, social proof isn't so necessary. So looking at things like you know, making sure your testimonials are out there, making sure that they're thorough, making sure that they demonstrate the transformation that your product delivers, you know, and make sure that you are demonstrating that with content assets that you actually taking those testimonials and you're promoting out there so that people start to build that trust over time. Because this kind of one hit wonder, see would buy isn't going to work. They needed to see you numerous times and to build that trust and credibility and that relationship with you to know that you're not a flash in the pan, that you're not someone who is all about the surface level and not about the integrity. They need to know all of this before they're ready to buy. So for instance, when I talked about this high ticket webinar thing, which is something I spoke to one of you know, the potential people that that's going to jump into elevate is that, you know, they've invested into this thing where it's like this one advert that goes straight into the webinar and then straight into buy from me or jump on a call, which is pretty much the same thing cause you don't want to be flowering up your calls as nice one-to-one coaching when actually it's about selling them into something.
(14:16):
I'm all about the transparency when it comes to, you know, getting people on calls, otherwise it just feels really icky. But that's what you're expecting them to do. And there's just not enough trust built. So I'm not saying you can't use strategies like that, but you need to think deeper. What else do I need to do before they see that art? You know, how can I get them to warm up to me before they go into the webinar, before they get the call? Because people, if you're being transparent about it and you're being transparent about it being a sales call more to the point and they know it's a sale. If they're not ready to invest and not because they're not ready to part with their money, but they're not ready to part with their money for you because they don't know that you're the right person or not.
(14:58):
They need to make sure. So give them all of that before they get on the call. Do as much as you possibly can. I know that even once they're on the call, they may still want extra reassurance, particularly at the time it is now. People are not gambling, so give them all of the paraphernalia, all of the things that they need, the social proof and walking them through. Spending that extra bit of time with them to really help them know that they're making the right decision. That's going to be the thing that pays off. So my big advice of the day is to stop with the quick win mentality and start marketing for the longer game because that is what will help your business to thrive. This is why people are making great decisions to invest into their business, into joining elevate, and you put making that big investment because they've got the reassurance both on the possibility for their business to thrive, the possibility that they themselves can make that happen and that the program that they're joining is going to be the thing that gets them there and why it's different and why it's going to work versus the other things that they have previously invested in and didn't work.
(16:18):
They need to know all of that and now they do. You know, people are jumping at the opportunity, but you have to understand that, you know, you can't expect people to jump at your service from the, from the word go. They need more understanding. They need more reassurance and more education than that. So it's think about marketing for the longer game and just stopped with the while. I'm just going to put this out and hope, hopefully I'll get people jumping at it because that ain't going to work. It's all about your positioning, what you put out there and how you are helping people. You know it on an individual basis because yes, you can't have conversations with everyone who follows you and case in point because not everybody reaches out to you or there are a lot of stalkers out there. So you need to be thinking on two levels.
(17:10):
Those people who do reach out to you, make sure you really have those quality conversations with them because that's how people start sharing. That's how they start sharing their great experience they've had with you. Whether they have bought from you or not, whether you've had a conversation and gone, do you know what, with all integrity, you're not the right fit. You're not right for this. So you know, this is where I suggest you go. This is where I suggest you start and then come back later. Or you know, I'm not qualified for that. Whatever it is, and you can send people away. But people, when people have a good experience like that, that builds trust and they will share their experience will start the ball rolling on that third party credibility. And for those people who are not reaching out, he was stalking you from the sidelines who are not engaging and just reading and watching what are they reading and watching?
(18:03):
That's really key because you can't control when people see what you're doing, but you can control what they see. So how strategic are you being and what you're putting out there? Because if you're just creating content for the sake of creating content, that's never going to hit well because it means that you're putting out content that's perhaps mediocre. And so if people for the first time kind of see that or they start to see a stint of your content, it's really gone down. Healers got boring, it's not interesting to them and it, and it's kind of left them with a bit of, well I'm kind of wasting my time here feeling. Then they, they're off, they're off somewhere else, they're off to find the, you know, the next best thing. But so you need to be really clear about, am I putting time and effort into creating quality content versus the quantity of it to make sure that what they're seeing at every stage is spot on and hitting the Mark.
(19:05):
So if you're not creating good content right now, you are potentially damaging your credibility. You know, and I don't want to be a Debbie downer and be like, well, you know what, I'm just trying. I'm practicing. Yes, I'm all for trying and practicing. But you know, you don't have to publish everything that you try and practice on is. It's the other thing. And yes, there is a case for testing content and testing stuff, but you're going to have to learn, so test and learn, don't test and keep, continue to pull it doing the things that aren't working. You have to change something up and if it's not working over a long period of time, then it's time that you've got some help to do that. It's time that you invest into your business because otherwise nothing's ever going to change. On the other end, you know, an engagement, like I said, it really engagement's great, but it doesn't bring the money and the real thing that you want to be testing is not how many clicks you get isn't how many people like it isn't how people will comment on it.
(20:04):
It's around how many people are reading that and then reach out to you personally and go, Oh wow, that really hit the spot and then buy from you because you've set that conversation up. That's where you really want to be headed. It's in the bottom line. Who is buying from you? Why are they buying from you and are they buying from me because of that content? If so, then yes, that's the content that you need to put more of out there. I know so many supposedly successful people out there who focus on the engagement and I know so many people out there who don't focus on the engagement and focus on the quality and they're making more money behind the, you know, this Facebook famous thing is really, really grating on me because this is what has caused this epidemic of people being burned where people are investing because they're seeing the posse and the people the following that they've created.
(21:09):
Engage great all day buying it all. Is that business owner seeing the return on investment on the other side of the coin in monetary value. If not, then that ain't a business that isn't a successful business. That's a business that focuses solely on self gratification and that's never going to work. You need to be focused on making the money. It is a business. So what kind of content are you creating that helps people make great decisions for themselves? Where they feel confident in buying from you. That's boosting your credibility, that's challenging their thought processes, that's making them think differently and that's educating them on a new way of thinking and a new way of working. Educating them on you, making sure that they understand that you're the one who work with your, the GoTo. You're the expert in your field. I'm not saying, you know, engagement lights aren't great.
(22:07):
They are. We all have that, right? We all love it and it's, and it's great. It boost your reach. You can potentially reach more people. All of these things absolutely, but also become worth knowing. Don't just become well known, become well known for being worth knowing. That's the key to everything. When it becomes, when it comes to becoming a market leader, when it comes to really creating a business that is truly successful in the longterm, that's where your focus needs to be. Not on popularity, not on likes, not on engagement. It needs to be who was the person to work with? Who do I trust? Because you can be really popular and still no one will buy from you. You need to be popular for the right reasons. That's my key message on this point. Become well known for being worth knowing. So making a big decision in this market is harder and I'm not going to flower that up.
(23:09):
It can be a difficult decision. However, if you're doing everything you can on your side to position yourself as the one to work with that you know with full integrity that you are the ones that work with and you believe in your methods and you know that if people were to just take that chance with you, that they would see incredible results. If you've got all of that mindset and you are articulating that to your markets and you are proving it to them, showing them and demonstrating that you are that person and there was absolutely no reason why your business will not be successful right now, we've gone and proved that point with making all of that money in that short space of time in a recession. So have a good think about how you're positioning yourself to your market. Are you doing everything within your power to reassure people that you're the right person or the right business to do business with?
(24:10):
Going back to my previous point about you know, helping people to take that chance on you. You want to remove the chance part of that sentence. You want to make it a sure thing. So what are you doing to make your opportunity a sure thing where they know that they're going to get the results that they need, the support level that they need and the transformation that they want. That needs to be key. Remove the chance element and reassure them. Give them that sureness in the uncertain market and you will see that it reaps rewards. So there we go. That's this episode. I really, really hope you enjoyed it. And if you're someone who would like the extra reassurance because you're thinking that you really want to focus on positioning yourself as that credible experts where you can build that market leading name in your industry.
(25:06):
I know that you are the go to expert for your niche. If that's you and you want to have a chat about how you can join elevate. And by the way, you do need to start thinking about it soon if you don't want to start paying the high prices because Andy is joining us, we're looking at raising the prices in the program because he brings so much more to the table into that program. There's so much more support now. He's on board even though there was loads of support before, there's even more now. And you know, he brings skills such as like Facebook ads and and looking at your world class customer journey. There's so much more aboard. So the price will be going up because of that. So if you are somebody who is on the fence who was thinking, Oh gosh, I just don't know whether it's the right decision, why not jump on a call with me to discuss, to see if it's the right thing for you so that I can either provide reassurance or tell you that it's not the right thing for you and you can actually rest, rest and bad's going, okay, fine.
(26:02):
At least I've explored that option and it's not or it is and you can make it make a decision. I spend a lot of time with people on my calls to make sure that they are making a good decision for them. They've got all the cards on the table to know whether they are going to get the return on investment that they make. So if you'd like to have a discussion with me, do make sure that you book a call with me. The call is in the show notes, so do you just have there. Otherwise you can type in bit.ly/claritycallpodcast and jump on a call with me to discuss how you can start working in elevate to really make that happen. But I'm all about the reassureness. You can go speak to my clients, you can check me out, you can do what you need to do. I'm free for stalking guys. So anything that you need to to help you make that great decision for you. It's all out there. It's on the table. So do jump on call with me, have a discussion. If you need to go away and think about it, then that is also fine as well because I, again, I'm all about reassurance and giving you space to make good decisions when it comes to making big decisions for your business. And I will see you in the next episode.

May 01

5 Steps to Become Known in the Market (even if you are pivoting)

By Jennifer Hall | Client Attraction , Positioning

Striving to become known is a goal for every single business owner, particularly for those in highly saturated markets. It can be difficult to get the attention of the market and you have to ensure that your message is loud, clear and heard. 

So here are 5 simple steps to becoming known in your market (even if you’re pivoting)

Step 1. Stick a Stake in the Sand  

Whether you're pivoting, starting out new or whether you realise that you've been a little vague and not been particularly straightforward with your messaging, you need to ensure that you are clear about what you want to be known for.  

Deciding on what you want to be known for can be the most difficult step. 

Questions such as -

  • Should I pick something that makes the most sense to my expertise and my experience? 
  • Perhaps I should pick what I've invested the most money in?
  • Or should I pick the thing that I'm most passionate about? 

It’s important to note that passion doesn’t always lead to profit. If you’re multi-passionate my big advice is to pop your business hat on and decide what’s going to stay a hobby and what has legs to become hugely profitable.

I absolutely believe that you need to be passionate about what you do - even if it’s about the process of making money - excitement will be the driving force for your success in business. 

Be smart around what you pick to run with as a business to ensure it’s profitable, and I absolutely believe that it should make sense to your area of expertise.

If you are passionate about something different to what you've been currently investing, learning and developing in, then look at what steps you need to take to become the expert in that area before you start going out and proclaiming your new niche. 

If you are looking to grow and scale a business successfully, it’s important to bear in mind that eventually you won't be the one doing the ‘do’ in your business, you’ll be focused on overseeing the business and growing it.

Part of creating profitable business niche is to look at how desired your ‘thing’ is. In most cases you can absolutely link up your expertise and passion and angle it in such a way that it fulfils a need in someone's life. That’s what business is all about - serving needs.

So, the key three things that will determine what you will become known for are:-

  1. Passion 
  2. Expertise
  3. Being able to articulate it so that is wanted by the market.

Step Two- Create a Sticky ‘Ronseal’ Message

Creating a message that articulates what you want to be known for is key. In order to transform your message into money, you must make sure you angle your expertise and what you offer so that it is wanted by the market.

A message that is:-

  • simple,
  • short,
  • tangible,
  • understandable
  • and memorable

...will be the most effective. If you can create a message that has those elements, it’s going to easily stick in the minds of the individuals within your market.  Making it as ‘Ronseal’ as possible (does what it says on the tin) will help your message stickiness and make it as clear as day. 

This will be of huge benefit to you and your business when it comes to networking at events and when others make introductions because you will not only be memorable, you will also become well known for being worth knowing.

Your messaging has many levels to it but first and foremost you must be able to articulate quickly with a one liner what you do and who you help with an emphasis on the desired outcome.

The Dangers of Messaging

If you’re switching from one thing to another, it could crush your credibility because people lose trust in you when you're an expert in one thing then in the next breath you’re an expert in something else. People start to doubt your abilities because people are very aware that you can't be an expert in everything. If you start changing things in very short succession, you will lack credibility, so sticking to your decision will give you time to build trust and your credibility back up again. 

The other danger of putting out different messages that are vague is that by firing out different messages something will stick in some of the minds of your market, however you won’t have any control of it - you’ll start to become known for something that perhaps you don’t really want to be known for. So the first thing is to decide on a clear, sticky message that you are happy with so that you can fully immerse your marketing and your market.  

Consider who your message is for, tailor it to benefit and help your target market. Show them how you can help them achieve a particular goal.

Step Three- Flood your following

 So, in order to get your message out there and become known for something, the next obvious step is to talk about it A LOT. What you may think is “a lot” might be very different to what’s required, take your “a lot” and amplify that by a million. 

If you are already known for something different and you are making a pivot, you will really need to push this new message due to the fact that you are having to overwrite a potentially strong previous message that is already stuck in the minds of your market.  

You probably have a current following who you may now no longer serve in the same way, perhaps not even at all. If you have pivoted to this point, sometimes it’s a case of communicating the fact that you’re not supplying that service anymore, but that you’re doing something different.

However, always consider your current following when you do something different because there still might be people within your audience that will follow you to your next thing if it suits them.  So, it's not necessarily about dropping or burning it down. If it's only a slight pivot where you’re still able to help them, for instance helping them at a higher level - then communicate that message and let them know the benefit of sticking with you.

The way you communicate and get your message out is crucial; one private email just won’t do it.  

Go live on Facebook, consistently post on social media platforms, change your website to reflect your new message. Set dates and times when you will be going ‘live’ to talk about your new ideas or services, so people make and give you time. 

If you've got a whole website geared up to something else that no longer exists because you've changed, then cut it down to only a few key pages. This is generally your contact page, your ‘about me’ page and your homepage.

It’s important to change your website, your social media profiles, ensuring that the cover photos have been changed to reflect your new direction. Write a post about the pivot/direction, go live, do a video, write a blog. Make sure everything that the public sees reflects your message. Get your message out in anyway you can!

Step 4. - Use Case Studies

Now is the time to demonstrate how your business has benefited clients and using case studies is a great way to do this. If you don’t have case studies then create them. And if you don’t have clients yet, going out and finding them is a high priority so you can start creating these case studies. 

Your case studies need to reflect the overall desired outcome you are marketing. I see so many people who have case studies but they don’t accurately reflect the type of person you help, the desired outcome of the target market nor the key challenge you help them overcome. Case studies don’t just build credibility that people ‘like’ you, they are designed to help demonstrate and provide reassurance that you’re able to get results for ‘people just like them’. 

It's proof to potential clients of what you can do and how you can help them specifically. 

Step 5.  3rd Party Credibility

It’s really important to catapult your message and become seriously memorable, and this comes from sharing. Encourage your clients to share your new message and how you’ve helped them in a particular area. Ask people for testimonials and encourage them to share your message as well. And don’t just ask for testimonials, make sure you ask specific questions to help guide your clients to help them fully articulate their transformation.

Make anything you can ‘sharable’ so that people can spread the word on what you do. For example:- getting people to post what you’ve done for them on social media to get the word out about your USP.  

Encourage people to share, if you don’t ask, you don’t get. 

Creating shareable content around your new message will really help spread the word further than just your current following. Your personality, style & storytelling can also really help; this can amplify your message and allow it to stick more. It makes your message more personal and unique, which automatically stands out.

Create a memorable, understandable and tangible message. Use your personality, style & storytelling to make it unique to you and stick in the minds of your market and following. 

Flood the market with it - let everyone know.

If you’d like help in defining your niche & category of one status, and positioning yourself as a Market Leader then make sure you book a call with Jen Hall from Market Leader League to discuss how she can help you make that happen.

Download my FREE Ultimate Guide to Becoming a Market Leader

In this guide I reveal - 

  • How to overcome a common mistake many business owners make that creates a barrier to dominating a market, so that you can make the change to reach immediate 'in demand' status.
  • Three crucial but overlooked market leading elements that will see you stand out of the noise and making waves in your industry.
  • The transparent and raw case studies of three business owners who were standing in the way of achieving market leading status and how they overcame the hurdles.