Monthly Archives: June 2020

Jun 24

How to Create Irrefutable Packages & Programmes

By Jennifer Hall | Podcast

Anyone can put together a package but how do you put together a package that sells like hot cakes? 

In this episode I talk about:-

  • How to create packages that are irrefutable to your ideal client
  • Why it’s the first thing you should be thinking about before anything else in your business
  • The simple marketing message that will bring huge sales results whether you’re selling high-ticket or not.

Plus many more tips and tricks to create an offering that won’t be refused!

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

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

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):
Ready to create packages that people cannot turn down? In this episode, we're going to dig in to creating irrefutable packages.
(00:18):
Welcome to another episode of the Expert Unrivalled Podcast. I'm Jen Hall, your business positioning coach, and your market leadership expert. And I'm really excited about today's episode as always. I'm always excited. I think I start every episode of being excited, but why not? Hey, today's episode is all around creating packages that people will buy. And you know, there is an art to creating packages and some people find this process easier than others. Some people are like, yeah, I can throw a package together. No problem. Other people are just like, okay, how do you actually go about doing that? How does it work? And how do I ensure that I am putting together packages that people actually want and find irresistibly juicy? And so that's what we're going to be diving in today. You know, and in a very simplistic manner, because let's not overcomplicate things.
(01:10):
So I'm going to give you a few tips on how you can actually start to create packages that people totally love, whether you find it easy to put them together or not. It's really important to make sure that you're hitting the mark with the selling points. I recently ran an intensive with the amazing Francis Callahan, who is a relationship and dating coach. And we work together and looking at her packages very specifically around that. And also looking at how she can start to elevate some of her status and start looking at things like referral partnerships in order to get people into her packages. And I'm so, so proud of her. She went straight out the gate from having that one off session just purely focusing on packages and she went on to sell her first high end high ticket package, totally blowing me out of the water and making packer her ROI on that by selling that first high ticket package, which I'm super chuffed with because I always loved to see my clients making more money than they've invested in me.
(02:15):
It's it might be slightly warped, but I love it. I really do like to see my clients make huge returns on investments on the investments that they put into working with me. So, you know, it can be done. It doesn't have to be difficult and you can create something that people genuinely want and find irresistible that they're just like, I need this in my life. And so if you want to offer this into this work with me on creating packages, then do make sure that you book a call with me using the link in the show notes. It's also bit.ly/claritycallpodcast, and we can get a callback, tend to talk about how I can help you create those irresistible packages, but not before I give you all, some amazing juicy tips on how I can start getting you to create those packages from the get go.
(03:09):
So the first thing I want to say is a massive caveat on this. When I say create, okay, you don't want to actually create anything at all before you've actually sold it. And for some people, this sounds like a very scary prospect, particularly the people who are in kind of like perfectionism mode, who likes to have everything ready to go. But the problem is, is you're going to set yourself up potentially for failure because we do need to do a bit of market research. Now, my favorite way to market research is to outline packages, throw them out there and see if they hit, obviously with a bit of research in the background as well, which you can absolutely do. But at the front end, when you're creating a new package, a new program, you also have to think that we're having to make certain assumptions from the very word go.
(03:59):
And as I say goes, when you assume that you make an ass of you and me, now we have to make assumptions. Like there's no way around it when you're first creating things. There's no way that it's going to be absolutely 100% perfect. And we do have to make assumptions, but educated assumptions, you know, an educated guess, not just you know, we'll just stop in the dark, which is where a lot of people go wrong. And I'll talk about, more about like in a minute but what you don't want to do is start creating a whole passive income product or a whole package and creating modules and worksheets and all the PDFs in the world. And then actually putting it out there to find that, you know, it really wasn't what people cared about. It wasn't really what was hitting the market, the messaging wasn't quite right.
(04:44):
Oh, look, I'm going to have to go back and change all of that stuff. That's inside of my program because it's not quite working because it's not selling. And so, you know, by actually outlining at first selling it first, when you put your first sale, it's great. It's validated, you know, that people want it. That's when you can start creating your program. And potentially even only at that point, maybe only if you're doing, for instance, a group program, you may only want to start creating the first one or two modules and then pause you know, what I do or have done in the past when I've run group programs is, you know, create the first module. And I'm saying this, like, I've been, see prepared. Sometimes I haven't even done the first module until the week before it starts. And not because I'm lazy or ill prepared, or I don't care about my clients, but just because I named my stuff and I don't feel like I need to overly prepare for things because you know, people aren't paying for PDFs.
(05:36):
And that's the other thing you have to recognize is that that's what we'll be able to buy into. Obviously, unless it's a self study product, then you probably might want to have some of those in there, but you know, that's not why people buy, they buy the result. And I know that I can get my clients the results. And so, you know, on some occasions, you know, I haven't even created the first module, but you know, for the majority of the time I create the first and let the program run when I create, as I go. And I much prefer doing it that way, not just because, you know, that's the way I prefer to do it. That's where I work. But actually from a very logical perspective that I know that I'm going to have a lot of steer from the people going through that program.
(06:12):
Would that be one, two, three, 40 or whatever the, you know, looking at them and what they're struggling with. It's actually when you're creating that first program and you're running people through it, it really gives you great insight as to what they're struggling with, what they need help with and actually what you need to do with them to get them there. We can make that educated guests from the forefront, from our previous experience of working with people and so and so forth. But, you know, I like to have a bit of stair from the people that are actually on the program because they're other people you're helping. And I know that I'm going to be able to get the result. I know my, my, my general process and I've got my roadmap, but actually looking at them as individuals and I'm thinking, okay, I'm not going to force, feed them down a route that perhaps doesn't suit them.
(06:55):
I want to create the route to the path of least resistance towards the transformation that they want. So, you know, I think actually by not creating everything upfront, you're doing them a favor. You're doing yourself a favor and you're not wasting a ton of time unnecessarily. So don't create before you've sold it. What you can do is absolutely outline. What's going to be in there. You can plan out what will be potentially be in each module or each step or whatever it is. And I'm talking about modules because, you know, if we're looking at creating a passive income product, it's likely it's going to have that. If you've got a spoonfed group program, it's likely going to have that on my elevate program, it's not spoon fed. It's very, one-to-one led. However, there are supporting materials and I have my kind of my four pillars of success.
(07:43):
And I have content that I've created that goes under each of those pillars that they can dip in and out of as they need it. So obviously when I'm talking about creating content for programs, you know, if it's purely one-to-one based, it might actually not be that you have to create any worksheets. Sometimes it's nice to have that as a supportive material if it's necessary, but sometimes it's just a case of, this is what we're going to be talking about on this call. This is what then they need to go and do. So you've got the kind of general client, step by step before what they need to go through, whether that's you having to create content for it, or whether it's just the road that you lead them down, whatever that might look like. But that's really important to start outlining and thinking about.
(08:25):
But it's the first thing we should be thinking about. A lot of people jumped straight into content creation and they jumped straight into building an audience. And actually, you know, when we think about it, it's very counterintuitive so what we're trying to do. At the end of the day, you're running a business to make money. So you need to be thinking about what you're selling first and foremost, and in order to create a campaign to create content that makes sense to you being able to sell that product so that it's congruent so that when people are seeing content is relevant to the thing that you're going to sell them, otherwise, you're going to be talking about topics that don't really make sense to what you're about to sell. And then they're like, okay, well, you've been talking about this for eight weeks and now you're putting this in front of me. That makes no sense.
(09:06):
I was following you for this reason, but now you're trying to sell me something for another reason. And nothing's congruent and confused minds will not buy. So it's very important to actually think about what are you going to sell first and foremost so that you know, the types of people that you need on board. And I'm working with a few clients at the moment on this, you know, they're creating new programs and they're starting to think about their campaigns that they're going to run in order to nurture people, to first of all build the audience, then to nurture them with specific content. That makes sense to the product they're going to sell. If they just went straight out the gate and started building a random audience and then said, okay, so I want to sell this program to six figure business owners, but actually the audience that they've been attracting are very low income, you know business owners, then that's not going to be a good match.
(10:00):
So we have to think about what are we going to sell? Who do we want on that program? In order to make sure that you're generating the right kind of content, you created that right kind of content and that you are you creating messaging that works for the type of person that's perfect for that. Otherwise it's going to be incongruence. If that's the word, I'm not sure as a word. Incongruence In what you're creating. And we're not, you know, we're not necessarily going to have a smooth ride when it comes to being able to sell your stuff. So it is the first thing you should be thinking about. But obviously there there's a bit more to, you know, yes means you're thinking about it, but there are a few puzzle pieces right before you can start creating the best one. And one of those things is, is who is going to be buying that package.
(10:44):
So we have to think about that we're creating a package for a person for an individual. And I say this a lot, but remember it's an individual. Yes, we're serving a market, but we're also serving individuals within that market. So have one person, one great, amazing person that you want to serve in mind when you're creating this package. And how can you create the best package for them that has all the bells and whistles on it that's going to help them to achieve their results. And I'm saying all the bells and whistles, I'm saying this, if you're planning on selling high ticket, we want to be focusing on giving them a really great experience. You know, the best experience that you can give them means that you can charge more. That's not necessarily why people buy them. So if you're thinking around creating packages along the high ticket line, we also want to be thinking about, okay, what's the big problem I'm solving here?
(11:37):
Or what is the big goal that I'm helping them to achieve? Because when people can see that they're going to get huge return on investment on something, when they can see, okay, if I work with you on this, I'm not necessarily, it doesn't have to be money orientated. It could be that I'm going to lose, I don't know, four or five stone like, and I can see that's happened with your previous clients. That's the result that I want to achieve. And I, you know, like I'm ready to do whatever it takes to kind of get there. And that includes spending, investing a high end amount of money because it's worth that to me. Cause I really want to lose that weight or whether it's a business coach who is saying that, you know, you're going to 10 times your investment into me because by doing this, you're going to make more money in your business.
(12:18):
Whatever the return investment doesn't always have to be money, but whatever that is, the bigger, the return on investment, the more people are willing to put on the line equally, the bigger the problem. So if you're on the other hand where you're solving a bleeding neck issue where it's very urgent, they literally cannot do without you. They need you in order to help them move from where they are, it's too painful where they are right now. And so the more painful that problem is, the more people are willing to spend. So you want to look at that kind of, that line and see where you sit in terms of your, your price points. And it's not necessarily like, well, you know, that's a client who I could serve, so that's who I'm going to serve. And that's where it is.
(12:58):
You have the ability to change the messaging to attract the types of people that you want. So you have an element of decision in this, you know, you're not beholding to who's in front of you. You get to decide who you want to help, help to serve, but they also have to be a real person. You know, they can't be just unicorns that you've magically made up in your head. We have to serve real people. So make sure that the person that you are thinking about is an actual person and that's actually really genuinely suffering from the problem or whatever it is. We do have to think about that. So we have to think about who is this person that we're going to serve? If you wanted to sell high ticket is the person that you have in your mind, do they actually do they actually, are they very ambitious or they experienced a very tough problem right now that needs them to move.
(13:46):
And you have to think about that if you're looking to sell high ticket, because that's, that's where the big money is, and you have to look at how you're going to do that. And then on top of that, then you've got, you can create some kind of luxury experience potentially or you not necessarily even luxury. That's not why people buy again, it's they buy because they were the transformation. But these are the things that you could add on in order to make it feel more valuable to make it more valuable. You could be providing that luxury experience. You could be providing an extremely high level of support that they, you know, that they can access you on a different level to all of your other clients, you know, whatever that might look like. So if you're looking at high ticket, those are things that you need to be thinking about when it comes to, you know, selling it that high end, but whatever level you are looking to set up the, who is very important, who are you looking to sell to and what do they need, what do they want?
(14:42):
What is the problem? And I really love to drill it down. So whenever I'm working with a client and they put a package in front of me, I'm like, right, okay. So what is the problem that this one problem that this product solves and that problem could be potentially that they have a bleeding neck issue, or it could also be that they need help to get to where they want to go. So you could be building the bridge over to something more ambitious that they're struggling to say, why are they struggling? What's the problem. That's stopping them from getting over to where they want to be. And then obviously the, the, the solution that you're providing, like, what's the outcome. So I always like to look at that, what's the one problem. What's the one outcome that the prop that the program solves, when you can look at that and get that simplistic, it makes your marketing of that product so much easier.
(15:34):
It's less complicated, it's less wordy. And it really cuts to the heart of what it's all about. And then once, once people are hooked on, on, yes, I need that. You know, they immediately understand what that product's all about. And they're like, yes, I need help with that. Then they can delve further into it. And you can explain the further benefits of that particular program and you know, all the other results that it may have, you know, once they're on the program, the added stuff, but when people come straight out the gate with it, it does this, it does this, and it does this, and it does this, and it does this by coming out the gate with all of the stuff all at once. It's very confusing. It's very overwhelming and it actually dilute ends up diluting your message. So you actually want to simplify your marketing message and the way you sell your programs.
(16:23):
So think about what is that one problem that is solves, what is the one outcome that they get to so that you're able to explain the transformation really, really easily. So that's one of the things that used to help me back in the day when I first started creating programs. So it's just focusing on that. What's the transformation, where are they going from and to? Once they, they start off like this, this is where they are right now in pain, or hoping that they're going to achieve X. And they can't because, and where are they actually going to get to like paint the picture from that for them paint the picture in terms of agitating, that problem, paint the picture in terms of going, okay, this is where you're going to end up. And this is the impact that, that result is going to have on the rest of your life with your finances, your mindset, your health, your family, your friends you know, your overall life.
(17:13):
You do have to really paint the picture for people so that they can fully understand the transformation and the impact that transformation has on the rest of their lives in order for them to be sold onto your product or program. So this means that we need to make sure that, that we have context. So context is really important. And in fact, just before I go into context, so to jump about a bit, but the other thing we also have to recognize is that there's a difference between the product that you create and the offering. And it's the offering really that focusing on here. And this is where the context becomes very important to that, because we need to make sure that when we're looking at specifically who that we're making, the language that we're using around that product, the way we offer it so that they understand that it fits them like a glove.
(18:06):
And I love this analogy. It, you know, how can you show them that this product was designed specifically for them? And the way we do that is by using the situational language. So actually helping them to go, Oh, yes, that's me. That's who, that's who I am. I use these very specific examples a lot, but I am that you know, overweight, diabetic with a heart problem. Yes, that's me. And yes, I am massively struggling to lose the weight because of my diabetes, but I know I need to, because I have a heart problem. And then you could perhaps think about the kinds of situations that they find themselves in, you know, that they're, that they're at work, you know, and they're finding it really difficult to create meals around their lifestyle. The fact that they're having to go to work, maybe they're having to eat out a lot, whatever that might be.
(18:57):
So it's about looking at the situations that a day in the life of that's the way you're going to find the context. What's a day in the life of look like, and how can you position your package to them so that it speaks directly to the kinds of situations that they come across on a daily basis, right down to the granular momentous moments that they're experiencing you know, not just an overall view, but actually getting right down to thinking about. Yeah. So, you're finding yourself, sitting at your computer, not able to write a single word because you've got no clue about the content that you need to write in order to actually, A) get people's attention or B) convert them into clients. You know, you spent hours on your computer and now it's time to feed the kids.
(19:47):
And you've just wasted a whole day, procrastinating, trying to work out what content to write, what a waste of time, how deflated you must feel. You know, now you've got to feed the kids. You ended up going to bed in an exhausted slump and you wake up the next day having gotten no further. And you can see, you can bring the context, the emotion, the feeling at that real granular level when you start using that situational language. So that's really important to use. It's really important to understand. So bringing context to how you offer your product is super important to the person that you're selling it to. So, first step is who are we serving? What is that big problem? What is the outcome that they want to achieve? And how can you position it in that angle? And then also the context that you build on top of that, how can you show them why it's made for them specifically, why it was designed exactly for them and how it helps them in their specific situations, and being able to paint that picture for them, seeing that you're showing them, you know, explaining that you understand, you understand their problem, you understand what they're going through.
(20:54):
You also understand how that's impacting the rest of their lives. And you also understand where they want to get to. And the dream that they have, that once they finally get the thing that all this magical stuff is going to start happening for them, because they finally where they need to be. So we need to really paint the picture, both in the negative angle and the positive angle to really show them that transformation and really help them understand the return on investment that you're bringing to the table. That's really helped with your pricing as well. Because you know, people are willing to pay for things that are going to solve their problems and are going to get them to where they need to be. So we can paint that picture. That's going to help you with your confidence and the understanding of the impact that your product is having on their lives, just by really take going through that process yourself.
(21:40):
And this was going to help them to understand it too. So those are the kind of the key things that I would say, create irresistible packages and the other, I guess the last thing that I want to talk to you about that can really help you to position your product as irresistible is answering this question is why will this work versus all the other options out there? Because they've got the option to go and buy all sorts of things on the market. They've got the option to buy it from all kinds of different people. So what's so special about your product. We know what's in your package that makes it work so well? What do you cover? Is there something that you cover inside of it? And again, if you listen to this as a brand new listener, going back right to the very beginning of the podcast and listen to the unique magic bullet episode where I think it's called, I'm creating market-leading USPS.
(22:34):
And I talk about the unique magic bullet in that, because when you can create that unique magic bullet, which is basically the unique way, that's a huge benefit to ride a client. It's always the science behind why your product works so well. When you can really dig into that and articulate it and embed it and integrate it inside of your products, they become way more juicy, way more special, because people are looking at them going, Oh, okay. I can see, I can see why other things I'm working. Now. I can see why I struggled to do it on my own. Now I can see that with this I'm absolutely going to get the result that I need. I can understand it. It's an epiphany moment. They get it. The penny has dropped. This is why this is going to work yet. I'm in, I'm sold.
(23:19):
Give it to me now, ready to go. That's how you want your ideal clients to feel. And you know, it's not just about the package because it's not a case of build it and they will come. You need to create campaigns around the products that you build you to think about your overall funnel, the sales funnel, I'm not talking about the click funnels, sexy stuff. I'm talking about the flow of traffic. Eyeballs are right eyeballs onto your content that will help to educate them as to why they struggled so far, helps them to understand that you get them as a person that you understand where they're at, and that actually you have the solution for them. And that solution so happens to be inside of this package, that you can buy an access. That's the flow that you need to lead them through.
(24:08):
And so there has to be a customer journey that goes along with your packages. It's not just the case of now, I've got a package off I go, and I'm going to set up shop and shout from the rooftops. You know, we need to make sure that we are getting our messaging tracked in order to make sure that we we're building an audience for the right people for that product and that the messaging that you're using at the front end matches the product at the back end. That's why you always think about your product first, because everything has to be in congruence to that product. So there we go there, we have it, there is today's episode on creating really irresistible packages, and I hope you found it useful again, if you want help, if you want me to help you create those irrefutable packages, then please do get in contact book a call with me at bit.ly/claritycallpodcast.
(25:00):
And the link is also in the show notes. You can go there and book a call with me, and I'm looking forward to doing that. I've just welcomed some incredible new members into my elevate mastermind. My one to one mastermind hybrid, I should say the 12 month program that takes you from where you are right now to market lead a level, which helps you with articulation, with your messaging, with your UMB, with the road, to actually making the fastest amount of cash possible, and also helping you to elevate your credibility and your status as that unrivalled category of one market leader in your industry. And so I just want to welcome all of those people who have joined that program and give them almost like a virtual round of applause. I'm so excited to take them on board. There are not that many spaces left guys on my elevate program at the moment.
(25:51):
I need to take a break to make sure that I focus on the people that are coming through the doors, but there are a couple of spaces left. So if that is something that you want to talk about then do make sure you book a call with me, otherwise, book a call anyway, cause there are other options that we can talk about too. If that, if that isn't currently available or even not a great fit for you, there are other things that we can talk about. Anyway, I'll leave you be, it's been a fantastic episode. It's been great speaking to you and I will speak to you again next week.

Jun 17

Personal Branding for Introverts with Bob Gentle

By Jennifer Hall | Podcast

In this episode of the Expert Unrivalled podcast I speak to the amazing Bob Gentle (Digital Marketing Expert) about…

  • Finding your ‘thing’
  • Personal branding, business success and networking for introverts
  • Creating great videos when you’re in perfectionist mode
  • And the one thing that many businesses miss when creating a digital marketing strategy.

Useful Links

Book a Call with Jen  – bit.ly/claritycallpodcast

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

Send your emails to jen@jen-hall.com

Subscribe to Bob’s podcast here – amplifyme.fm

Find & Follow Bob on social media using @bobgentle

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):
In this episode, we're talking all about digital marketing for introverted personal brands.
Jen (00:15):
Hello, and welcome to this episode of the Expert Unrivalled Podcasts. And today I am interviewing a very special guest, which is Bob Gentle. Now I first met Bob when we were at Newpreneur. I think it was Newpreneur, 2019. And it was an incredible, incredible event, first of all, but it was also great to meet people like Bob is going to these kinds of events great networking opportunities. And I was really impressed by Bob and I wanted to get him onto the show because he's an excellent example of a very, very successful introverts. And whilst I don't necessarily serve just introverts, I also know that there are more introverted entrepreneurs in my audience. I wanted to show you guys the different ways that you can become successful in business. That don't necessarily always have to be the loud and proud blow your own trumpet style.
Jen (01:14):
So Bob helps digital entrepreneurs and business owners around the world discover, set, and achieve goals online then build a business they love. He's created the biggest digital creative agency in the North of Scotland, but now focuses on helping people find their voice online and explore new ways of connecting value with the places it's needed. I'm really excited to share this interview with you because he gives a ton of goals from a very different perspective and really shows us how we can start to really shine as a personal brand, regardless of introversion. So enjoy the episode. Just before I dive into the interview, I just want to give a shout out to Eloise. Who's left me an amazing review on iTunes who says Jen's podcasts have been so very inspiring. I'm beginning a new venture and the podcasts have been so very helpful.
Jen (02:11):
There is a C advice out there, but I always return to Jen. Thank you. Thank you so much for your review. I really, really appreciate it. And you know, these reviews really help to boost the podcast into the ranks, which means that the podcast gets out to more people and helps even more people. So just by doing a little bit to also make my day, it also helps a ton of other people at the same time. So thank you so much for leaving it again. If any, anyone else is enjoying the podcast and really finding the useful, then please do let me know, do hit me up in a review, but also let me know who you are and that you've let her review so I can make sure that I give you a proper shout out for your business. So Eloise, if you're listening I'm not quite sure who you are because it could be a pseudo name.
Jen (02:57):
But if you could shout yourself out to me on email jen@jen-hall.com to let me know if you've left a review and I can make sure that I give you a personal, thank you and give your business a shout out as well. And as always, if you want to book a call with me to discuss working with me, to help you to become the number one choice in your markets, then please do let me know, make sure you book a call with me. The link is in the show notes, but here's that link in case you want to just jot it down. It's a bit.lyclaritycallpodcast, and we can have a zero pressure chat to discuss how I can help you on your journey.
Jen (03:40):
So here we are with the amazing interview with Bob Gentle. Thank you so much for joining me on my podcast, Bob.
Bob (03:46):
Thank you for having me, Jen. It's a real treat and yeah, I love the preemptive. It's going to be an amazing interview. I hope it is.
Jen (03:52):
It will absolutely will. And the reason I'm really excited to talk to you, it's not only because of obviously the impact that you're having in your area and your corner of the world. But you've been to actually tell me, how long have you been in business for in total now?
Bob (04:09):
In total? I actually have no idea. I know the company that I'm currently trading as it's probably something like 12 years, but I've been running my own business, I think. Well, it's easier for tell you now I'm 46 and I have been in full time employment for other people for a total of three years.
Jen (04:32):
Okay, fantastic. So you've been around the block a few times and you've also had those, as I've mentioned, some different businesses going on in and around. And I know you're obviously looking to introduce them and start some new things going on too, which I'm sure we'll, we'll get into, into, into this episode. But what I'm really, really excited to speak to you about is because recently you feel like you've hit the nail on the head with your thing. And for so many people finding that thing can be very, very difficult. And I just want to talk to you a bit about your journey. And we were having a conversation privately prior to this, I had to stop Bob because he was giving away all of the gold and I was like, stop, stop telling me this stuff. That's going to be on the podcast. But around that journey to finding your thing and you know, the work that you have to do beforehand in order to really hit the nail on the head. So before we kind of carry on any further, first of all, Bob, what is your thing? What is the thing that I keep talking about that you do?
Bob (05:32):
Well, I think I'm different things to different people. And maybe if I qualify a little bit, my area is digital marketing and I have had a long career in that. I think I started as a, an independent consultant and over time grew quite a large agency doing that. But I hit a point where I realized I did not like who I was going to have to become to take that business further because we were up at about 15 people. And when you have a business that size, it takes a lot of feeding, which meant I'd become a salesman effectively and that was okay. I, I was already doing that, but I was really keeping this business going just to keep other people fed, which was never really what I intended. And I certainly didn't like the person I was going to have to become, to take the business further, which was really a sales manager.
Bob (06:30):
I did not want to be a sales manager. I'm not that guy. I also didn't really want to spend very much time around the kind of person that I was going to need to employ to grow the business any further. So I ended up doing what for a lot of my local peers probably thought was insane, which is shrinking it right back down again to the point where it was just me. So that's the long way around. Now I operate in three different spaces. So I do corporate consulting a lot of the time that's for big agencies helping them get sort of some structure and some depth into their digital marketing capabilities. That's sometimes for themselves, sometimes for their clients. Then I also work in the SME space where I'm doing kind of the same thing where I'm offering a hybrid, strategic coaching and technical support around the digital marketing arena. Often they've got people to do an awful lot of the heavy lifting, so I'm just helping coordinate things. So that's okay. That's kind of me too stuff. There's lots of people do that kind of thing. But the area that I really wanted to focus in on was the digital marketing support from micro businesses, teeny weeny businesses.
Bob (07:51):
What I really have become quite passionate about, and I've arrived here because I've worked with so many smaller businesses who come to digital marketing, wanting somebody to come and may wave the magic wand, but they're not willing to invest anything of themselves into that. So where I've come now is I want to work with the people who want to invest themselves into it, to help them see success.
Bob (08:20):
I'm jumping around a little bit here, but it hopefully will give some context, the people that I want to work with most and the people who want to work with me most. And I think that's a bit of a strange thing to say. But I think that there are people who get me and there are people who don't and I want to work with the people who get me. So yeah, I'm kind of struggling to really articulate it because I often struggle to articulate it. But in simple terms, I want to help fuel people's passions and help connect with the people who need them. And so often that's missing when people come to digital marketing, they jumped straight into tactics, but not okay, well, what is it? You do? What is the magic that's in you? And how do we connect that to the people who need it and not enough people, I think start at that point, because if you're going to be successful online, you're going to have to discover what is it that people truly value in you and actually embrace it and accept it yourself because often it's not what you think it is. Does that make sense?
Jen (09:25):
It does make sense. So you're preaching to the converted on that front in terms of, you know, ensuring that you really understand the value that you bring to the table before anyone else can. And that's so true. And I know you sort of alluded there that you were kind of struggling to articulate it. What I am seeing here is that when you said about know, you want to work with people who get you and they want to work with you because you get them, is that you wear your ride or client, correct?
Bob (09:52):
Yes.
Jen (09:53):
So in terms of what, you know, what we spoke about prior to this conversation, and what I'm seeing is that you are really helping, like you said, those people who wanted to wave that magic wand and wanted to just throw money at things, and you see so many of those people wondering around like that in business owners who just want the magic to happen and hope that systems, processes, automation, digital marketing can do it all for them, but exactly what you said to me. And I'm using your words here that you said to me before this podcast is that when you are your product, you know, you need to have you in the business that needs to be some kind of personal brand element within it in order to, you know, promote that and push that forward. And what I love about what you do is that you help those people who were, who are right now too scared to do that, find ways that are comfortable. And I'm going to kind of let you take the lead on that because how do you get more comfortable when you ask, when you feel so introverted, what can you do to, to help bring more of you into your brand?
Bob (11:01):
Well, there are some practical steps which I'll come to in a minute, but one of the frustrations that I've had, again and again, working with larger organizations, sort of 300 people, is that they want you to come and just give them some painkillers, take away the digital marketing pain point and just fix it for them, but they don't want to invest anything of themselves in it. And what I found was very consistently after about six to 12 months, the relationship would end because it wasn't working and it wasn't working because once you get through the project wins, the story is about people having babies. There's not a lot left from a content marketing perspective, but to bring it back round to the individual there are those people for whom building a personal brand, easy, they're very extroverted. They're very confident.
Bob (11:55):
They know what they're about, and they know where they're going. That's fine. That's a small subset of people, but when we're online, that's the subset we see most of the time. So that leaves the rest of us. I was quite intimidated that I can't compete with that. So to answer your question in practical terms, and this struck me actually very powerfully, about three months ago, I was reflecting on why is it that people find these things painful and intimidating. And it's for lots of different reasons. There's a whole range of them. I did search and rescue work for about 10 years, and I've also been an army reservist I'm in the infantry. So I'm quite used to being very uncomfortable and putting myself in really dangerous places. And I thought, why is it? I can do all that stuff.
Bob (12:43):
I can quite happily hang under a helicopter, but I'm terrified of doing video. And I thought, well, what is it? How do you train for that kind of stuff? And I realized it's a process of slow climatization is slowly assimilate new situations. So if you take a Gary Vaynerchuk, he has no problem being on camera, and he's not intimidated by that at all. But if you take somebody that's quite introverted and possibly not digital native, they are hugely intimidated by that. So instead of trying to get them to go straight onto YouTube, or just doing Instagram live, let's maybe start right at the beginning and let's maybe get them doing a zoom call once a week. So they're used to looking at the camera instead of another person, or let's maybe take a step further than that. Maybe it's where they might send a text message or an email.
Bob (13:31):
Let's get them to send a video message or a voice message. Slowly over time all these things that were slightly scary, become normal. And then you gradually extend out the comfort zone boundaries because comfort zones are elastic. They stretch and they don't immediately snap back again. So the more you can expand that comfort zone, the more you can grow into these things that were previously incomprehensible, they usually were never going to happen. So that's the process I've been through with the podcast, as opposed to that process I've been through with YouTube. And now that's a process I worked through with all my sort of micro-business clients to get them accustomed to rather than taking the pink color that the SMEs want. It's actually take the vitamins and get some good nutrition and take some exercise so you can become fit and you can start to compete with the natural extrovert, confident people actually very quickly sometimes. Does that make sense?
Jen (14:28):
Yeah, absolutely. And I think you know, something that we talk about a lot on this podcast is around clarity and messaging becoming known for your thing. And you know, just drawing back on some of the things that we said previously in this conversation is around understanding your value and knowing who you are. Talk to me a bit more about that stage and why it's so important and how you take that through, into your process.
Bob (14:55):
Well, again, lots of people are very clear on what they're about and who they're for, and that's fine. They're okay. But again, a large number of people are not, and they've, there's a couple of things going on. They might not understand the value that they have, their superpower. And a lot of the time that's simply having a conversation, reflecting back to people, what have been the most fulfilling moments in business for them, or what really, really, really, really motivates them at a level that they'd never normally express. So really it's getting quite intimate with clients to understand what really motivates you, not what you tell people motivates you, what really motivates you, because it might be that what you're doing for money is okay, but you're doing it for the wrong people. Or you're not really bringing sort of making the air quotes your best self to that.
Bob (15:53):
A lot of people, when we get past that, they're really worried about being people pleasers, especially online. Nobody wants to have people not like them, but as Chris Ducker regularly says, you need to market like a magnet. And that is something we're all used to hearing as market like a magnet, attract the past and propel the rest. But there's some basic psychology going on there that you need to, if you're going to have a powerful attraction, you can't have that without an equal and opposite reaction. You're going to have to accept that to strongly attract some people. And those are the people you've decided you're for. You have to accept that you're going to have an equal propelling effect. You can't please everybody. And then you hear that all the time, but you can't, you literally can't, you're going to have to actively repel some people in order to actively attract others. And again, there's a lot of anxiety around that, but once people understand this is who I'm for, and this is why, suddenly they can give themselves permission to not be for everybody to lean into the things that really make them them and really turn that up. And actually when they start to see some negativity, let it bring a smile to your face. Cause you know that you're going to have the opposite and equal reaction. Does that make sense?
Jen (17:14):
I love all of that. It's so true. And you go again, it's something that we talk about a lot on here is, you know, that prioritazation and I think you're so right. And I think that is why a lot of people struggling in the beginning is because of the people pleasing is because the, the, you know, I can help so many and I can, you know, I can be for so many, but like you said, you, you cannot, particularly in digital marketing, you cannot be. So you, you know, you make some really, really great points there.
Jen (17:45):
Knowing you on it, you know, we've networked together. We've some of the same communities together and we've, we've even matched a meet up in person, which is very novel, particularly at the moment. It's this moment in time where we're all shutted, but also in the online, digital marketing age where everybody's networking online anyway I'm actually privileged to have met you and given you a hug, which is amazing, but knowing you on that personal level, I also know that you yourself have, you know, having been your ideal client, who you are naturally sort of introverted your name speaks very well to how you come across and, and who you are. But what I notice about you, Bob, is the network of people that you have built and the connections that you have with people, how well known you and your in with your personal brand have become. And to me, I think you've done an incredible job, but you've done it very differently to how some of the more overly confident, extroverted entrepreneurs out there you've just to, just to use it. You've had a very gentle way of going about it. We just had an extremely powerful effect. How, why do you think that is?
Bob (19:06):
I think it's a couple of things. For a long time, I played with the idea of, I mean, we all hear about modeling. You just look at somebody that's where you are and just do what they do and you'll get there eventually that does not work. For me, I could never be a Chris Docker or a Gary Vaynerchuk. I may come across in a podcast is very, very confident, but I am probably one of the most painfully shy people you'll ever meet. So I needed to really find my own way into this. And I think it was really I needed to give myself permission to be myself and know exactly who I was for and what I wanted to do for them, but also really spend some time unpacking your value and giving yourself permission to be confident in that. And that is very easy to say, but it takes time.
Bob (20:09):
I mean, I've been trying to get to the point that I'm at now in terms of a personal brand, probably for about seven or eight years. And it's only really in the last two years that I've made any progress on that. So that gives you an idea of how hard it can be. But in terms of the simple mechanics of it, it's fairly straightforward. But I think it was something that when, when I was at the Youpreneur Chris Ducker's conference back in November, it was how they'll ride. I think it was him said that for me, really struck home, which was building a personal brand is a little bit like climbing a ladder that it's quite hard work. Every rung, you have to pay a price in blood, sweat, and tears and personal discovery. But the worst thing that can happen is you end up climbing that ladder, getting to the top and realizing it's against the wrong wall. And that's why knowing who you're for is so important, because once you've established that you can then climb that ladder with some confidence, knowing that when you get to the top, it's where you actually want it to be. So for me the last year, I've kind of known who I want to be for who I want to serve. And if I get to the point where I have 10,000 Instagram subscribers, there'll be the right ones rather than the wrong ones. So I don't know if that's a simple answer to your question.
Jen (21:43):
No, it's a good answer. And, you know, you've alluded to something there, you know, you've been in the game a while and it's, you know, like you said, it's only the last couple that you've really kind of honed in and, and, and, and seen the rewards of your efforts. But for me, a lot of the time I see for a lot of entrepreneurs is that you hear people say, Oh, I was the overnight success that took 10 years in the making. And I'm interested to see whether you agree, disagree or have some thoughts on this. Is that a lot of what I see is people who have changed something or done something very differently, or have had some sort of mindset shift that clicked everything into place that then allowed that sudden success to happen. Because I I'm in my, from my own personal experience, I've been an entrepreneur since I was 19 years old.
Jen (22:35):
And I spent a lot of many, many years failing at business of really not getting it and missing a lot of pieces. And I found that when I did specific things that I suddenly started to see the success, and I actually realized that, you know, as much as it was a journey and as much as I know now, what not, what to do, there is also a part of me that feels like, Oh my gosh, if I had just known that I wouldn't have wasted so many years chasing my tail. And I could've made progress a lot quicker, which is part of the reason I now do what I do, because I want to ensure that people don't have to chase their tail for so many years, that they can make a speed speedier progress. But what are your thoughts on that? And do you think that, you know, perhaps in your situation, some of your client's situations has been the thing that has, that has brought in the most success. What's changed?
Bob (23:27):
I think there's two things. The first one is, again, it's a bit of a cliche, but giving myself permission to not be loved by everybody that if I show up as me warts and all I am a 46 year old guy, I've got no hair, I've got slightly bad teeth. I'm okay with that now. And for the longest time, I think vanity is a big problem for a lot of people. And you need to get over that if you're gonna have any success. And I may be 46, but I remember when I was 26 thinking, I wish I was a bit older, a bit more mature, had a bit more gravitas. And now I'm older. I think I wish I was one of the new kids. That's never going to change. That's always there. And so give yourself permission to just show up as you and understand you're not going to be for everybody.
Bob (24:17):
You're just not. But the other thing is giving yourself permission to not be the expert. And that sounds a bit strange, but what I mean by that is the people don't actually want you to come with all the answers. They just want to come and have a conversation with you. So one of the things that I've really started to focus in on is instead of coming in on instructional and educational, actually just letting people come on. My journey with me from a content marketing perspective is interesting enough for people. So what am I working on right now, rather than this is what I've learned, this is what I'll teach you. People get a lot more from that from a content marketing perspective, it's much more natural and organic for me to generate. This is what matters to me right now. So here you go. So not feeling that I need always come with polished finished theories. It's just this is what I'm up to right now. I can't actually remember what the question was.
Jen (25:23):
You've given some golds here. You're touching on my next point to be fair. And then you answered that, you did answer it beautifully. And you've kind of segues very nicely into what I wanted to ask you next, because obviously you've got all of this digital marketing experience and you are really honing in on helping, you know, there's slightly introverted, you know, entrepreneurs really hone in on the digital marketing from your perspective in it. Cause you've touched upon some really great advice there on content marketing and how to move from how to do this is what I'm doing and demonstrating perhaps some of those how through some of the storytelling and actually the real life experiences, which make reading and consuming, watching, listening to content so much nicer. What are more of your tips on making more in becoming more engaging in your personal brand and helping your audience to first of all, follow you in the first place and then continue following you?
Bob (26:34):
Well, I'm not sure I'm the best example, but I think the problem there is with comparison, we never compare ourselves with where we've been, or people are maybe a little bit earlier in their journey. We always compare ourselves with people who are further ahead and I'm no different from that. How do I do it? I would say with the podcast, the podcast is my favorite thing. My podcast is predominantly, well, it was predominantly interviews. Now it's interviews on a Monday and just me on a Wednesday. But I think the reason the podcast works quite well is I don't worry too much anymore about trying to look clever. My job is to make the guests shine. And I really enjoy that. In terms of my own content, one of the things that I've, I find again and again with my clients is they don't want genius knowledge down from above.
Bob (27:36):
They just want little simple things that they can act on. In terms of being engaging I think again is trying not to look, be yourself, just relax into being yourself and, and everything else is quite easy. It's when you're trying to present as something that you're maybe not that's when things can go wrong. And they did for me for the longest time, I think, no, again, I've given my print self permission to just show up as me it's much, much easier. And then in terms of the technical side, if it's video, for example there are lots of little technical hacks that will make it much easier. For me, this has been a huge thing. Do you want me to go into a proper technical thing for making video easier? One of the problems I've had with trying to make video content is I'm not a one tech guy, never going to be.
Bob (28:41):
And the problem with traditional video cameras is you start, you stay a bit to camera, you make a mess of it. So you start again or you can just do the whole thing and keep going, and then you have a big editing job to do at the end. So now what I do is you can do this with a webcam or with an SLR connected to a camera and to a computer, and then use the computer to record the video. So then I do a bit of the speaking and I do it again and again, and again, till I'm happy with it. And then the file that I was happy with, I drag and drop that into a folder and keep that. And then I go a little bit further in the video. I get to the point where I'm happy with it, drag it and drop it into the folder. So by the time I've finished, I have a folder full of rubbish, and then I have a folder with the good takes and I'm done. And it's so quick. It sounds, and I dunno if it really makes sense. Maybe I should do a tutorial.
Jen (29:42):
To me, the big lesson in that, because I do exactly the same thing when I used to be quite big on YouTube and, you know, trying to do it in one take and my gosh, it just, it was never going to happen. And I actually remember trying for life, you know, cause I was actually born as an entrepreneur before live video was, and trying to record a video for Facebook. And it was just taking me so long when live came along. I was so pleased because it was almost like gave you permission to mess up. And I think that's the kind of lesson in that is that by not trying to make it perfect first time, and this could be applied across any content that anyone creates, you raise a very good point, Bob, around you've almost got to give yourself permission to be rubbish and to not get it right, so that you can find the gold within that because there are some parts that will, but the more you kind of hold back and try and, and to kind of keep going back to square one constantly, you'll never actually dig out the good stuff.
Jen (30:40):
So I think it's a really great tip. And yeah, I mean, were you describing, there was some pretty technical stuff here, which a lot of us probably going, Oh my gosh, I'm not exactly how so you set that up, But the cool lesson, I think it's gold. And I think giving ourselves permission to, to fail forward and to not be perfect and to not be right first time will absolutely help that gold to, to stick out. I mean, I don't know whether that was your intention for the lesson, but that's certainly the lesson that I got out of it.
Bob (31:12):
Yeah, it absolutely is. And when we were speaking earlier about the sort of the baby steps to what's effectively video confidence I actually encourage people to do live before they try and record anything, because if you're trying to record something at the same time, as you're super anxious about even having the camera there, it's going to be really challenging. So if you actually just focus on the live, even if it's on Facebook group or a Facebook page with very few people watching, actually that's not a bad thing. And it's almost counterintuitive to start with life before recording video, but it is much easier.
Jen (31:48):
Oh gosh. So, so much on, I genuinely find going live again because it's always that expectation of it not being perfect is not there. So therefore you can kind of get away and it gives you that confidence. And I find, even though you know, when I became more confident in running YouTube videos, I then going back to live, was that an odd concept, because it was less scripted. It was much less flowy. And so I think platform to platform and content format to content format each has its own etiquette, its own flow. And you have to just kind of stick with it and get used to its ways in order to become good at it. It's not something that just happens first time, right?
Bob (32:34):
Yeah, absolutely. And I think there's one other thing that I really wanted to hone in on which I really come to yet. And it's to do with expert status that, and your podcast is called expert unrivalled. This is a good place to go. A lot of people, in their own hands, they like to think of themselves as, as an expert, but then there's another voice in their head going, no you're not. And comparison is a huge problem. And like I said, previously, we always compare ourselves with people with more knowledge. We never compare ourselves with people with less knowledge. And this for me was one of the pivot points really was accepting my expert status, owning it, but also accepting that I'm not all knowing there are people who know more than me, but from my people, I am sufficiently expert to claim that status with some confidence.
Bob (33:27):
And I think everybody listening, that's one take away. I really like them to have is for the people that matter to you, you have the expert status sufficient to claim that space and express it online, nevermind people who might be slightly further ahead. They're probably for other people you need to focus on you and your people. And once you get that, actually the content marketing becomes easy. You'll relax into it. But until you're willing to confidently show up as this is me, my value, this is you, you need that value. Everything's going to be difficult. There's got to be friction. So it does start with what's inside. Nevermind the, the technical nonsense or the content marketing or all the rest of it. It all starts with claiming that expert status.
Jen (34:17):
I don't think you could have ended this episode more perfectly than on that particular note, because I think you've hit the nail on the head in terms of the first step to digital marketing. I think you're exactly right. Is there, is claiming that space and you know, I'm all about, I'm totally on board when you're talking about, are your client knowing who you're for? You're not for, I think it's so, so important. And I generally do think it is the first step, you know, both for being able to produce content. But as you said for that mindset of knowing that you are the expert and that you do have a mission and a purpose and you're meant to be helping these people, I think that, you know, that's so, so important. So thank you so much for ending on such a blinder of an ending there. That's just amazing. So Bob, can you just let people know where they can connect with you if they're resonating with the topics that we're talking about today?
Bob (35:14):
Well, as I mentioned I have a podcast, you'll find it at amplifyme.fm, and that should take you right into the podcast. And if you want to connect with me on social media, you'll find me literally everywhere, just at Bob Gentle. I'm very easy to find. And if you do connect with me through the podcast, let me know. And I will make sure to follow you back and connect properly.
Jen (35:34):
Great stuff. Thank you so much for joining us, Bob and I, you know, I'm really enjoyed having the conversation with you today. You've raised some really great points and I think it's really going to help so many people out there who are at that point of you. Like I am my products and I know I need to get out there, but you know, how do I begin? And what are the practical steps you've given some fantastic goals. So thank you so much, Bob. And we will catch up again seeing,
Bob (35:58):
Well, thank you. I had a great time and yeah. Thank you very much.

Jun 10

How to Create Overnight Success

By Jennifer Hall | Podcast

Whatever level you’re at whether that’s 5, 6, 7 figures or even just starting out, we ALL love that feeling of waking up having made a ton of money overnight knowing that the money means you’ll also be changing and transforming lives! 

In this episode I’m sharing the key to that ‘overnight success’ and why visibility and consistency is NOT necessarily the thing that will generate the surge in sudden monetary success.

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

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

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):
Want to create an overnight success breakthrough? In this episode, I'm going to show you how to do that.
(00:15):
Hello and welcome to yet another episode of the Expert Unrrvalled Podcast. My name is Jen Hall. I'm your business positioning coach and market leadership expert. And in today's episode, we're talking all around emulating the overnight success. But before we get stuck into this episode, I'd just like to shout out Debbie John, who has been shouting at all about my podcast and spreading the news. And this is really, really helpful guys. So if you know of anybody who you think would love to listen to this podcast, please do share it. And obviously please do leave me a review as well, because it just helps the natural organic reach of this podcast. And it really does help more and more people to access the juicy goodness that is within these episodes. So please do make sure that you share. Share the goodness. Don't keep it to yourself because then we can share the love and spread it on, pass it on and help more people have more business success.
(01:13):
And, but Debbie John, just to give her a quick shout out, she's fantastic. She's come up with a brand new groundbreak breaking way of helping to heal children from things like anger from behavioral issues and things like that with her play healing technique. So I just wanted to give her a quick shout out. So thank you very much, Debbie, for shouting all around the podcast. I appreciate it. And then anyone else who decides to leave me a review or share the goodness then please do let me know who you've recommended. Leave me a review and I will make sure that you get a shout out on the expert unrivaled podcast. I feel like I'm on a radio show. Anyway, back to today's episode. Now today's episode is all around this overnight success. Now, have you heard of the expression: I'm an overnight success that took 10 years in the making?
(02:05):
Now, this really resonates with me because I I've spoken about a bit about my story on the last episode, but I spent many years, I've been an entrepreneur since I was 19 years old. You know, it was this obsession with creating businesses. I loved starting businesses up. I went through quite a few and you know, quite a lot of them failed. And you know, when I say failed, I gave up on them because they just weren't making the money. And it was a huge struggle. I tried turning like hobbies into, into businesses and they just became a huge thorn in my side and the hobby that I want to enjoy didn't become a hobby anymore. And I really just wanted to make money and that's when I realized that yes you know, money, isn't the be all end, all of everything, but it's certainly is part of being running a business because if you don't make money from, if you want to be spiritual about it through you know, running a business, that's in alignment with your purpose, then you know, you're gonna find that you become resentful, bitter, annoyed that you'll give, give, give, give giving, but never actually getting anything in return.
(03:14):
So money is a fair exchange of energy. And, you know, at the end of the day, you're running a business and the key to running a business is the business makes money. That is one of its key you know, KPIs first success, is it making money? If it's not, then you arguably are you even running a business? Your possibly, if you're not making money out of it, running a very expensive hobby that stings a lot, doesn't it? Or, you know, you're just creating a very, very busy job where you don't actually end up getting paid a lot of money for it, and you don't get paid for your holiday time. You don't get paid for your sick time and you don't get paid when people don't pay you. So it's really important that we actually get paid for your services.
(03:59):
So that's super, super important. Business equals making money. And if you don't, it really becomes the biggest frustration. So this whole thing around, you know, the overnight success that took 10 years in the making, for me, it was about these multiple failed businesses that I gave up on because, you know, and even some of them were generating some money. I don't get me wrong. They weren't all completely like never making any money at all, but they weren't making the kinds of money that I wanted to make. It was never really sort of hitting the spot in that mark. And it was only really over sort of the last six years that I really started to see progress. And in each of those stages, I had these kinds of breakthrough moments, you know, where for instance, I had my first like 10 K day where I was like, Oh my gosh, this is amazing.
(04:55):
I've made 10 K in one day. That was incredible. That kind of felt like an overnight success moment. And then, you know, just recently, specifically for my coaching business, I had a day where I made 50k. So you can see that, you know, that those, those successes can absolutely snowball and they will end up being bigger and bigger as the years go on. But for some of you, you might even be at the stage where you haven't even got that 10k day. You haven't even got maybe that a grand day, whatever, whatever that looks like for you, you know, we all start somewhere. We all start at the bottom and this is something that I'm really, really passionate. I talk about talking about the moment because people start seeing people talking about their successes and how amazing the last launch went on all of these things and it's easy to feel that comparison kind of rise up within us and that feeling of less than, and them, but I'm not there yet.
(05:58):
And what's wrong with me and why am I getting it? And it's very easy to be in that position because I have been in that position. Because you just under, like, I am equally as passionate. I am equally as talented, but yet I'm not seeing the results. And one of the biggest reasons that you are not seeing the results is because dah, dah, dah, dah, dah, your message is not hitting the spots. A lot of people like to blame the fact that you're not being visible enough or that you are not getting out there and all of these other things, but actually if you're getting yourself in front of those who would be great clients for you, and then when you're speaking and talking or writing or putting whatever it is in front of them, if that's not making them go, yes, I need to be, you know, I need to be on that session.
(06:48):
I need your services. I need to have a call with you. I need to find out more. I need to go listen to your podcast, you to go read that blog, because this is exactly what I'm need right now. If you're not getting that immediate reaction. And this is something I spoke about on the last episode, I think around getting that instant reaction in seconds. If you're not getting that, then you're just going to be going around with a really loud microphone, spouting off a very poor message that is just going to waste energy for you and the people listening to you. You know, when that happens and you keep doing that actually consistently, you find that actually it damages your reputation more than it does help it because people start to switch off. You know, it's a bit like to give you a little insight into my personal life here.
(07:36):
My sister blesser turned me off on Facebook because she was just like, Oh God, please stop talking about your business all the time. And that's fine. You know, that's her. But guess what? She's not my ideal client, which is why she wants to switch off from all of my notifications. And it bores her to death. Hearing me talk about it all the time. It really excites me and it excites my ideal clients. And when that message is out in front of my ideal clients, I get instant reactions. I get instant followers and I get in some cases, instant sales. So, you know, you have to obviously make sure that you're not taking into account. The fact that you all you're talking to the right people because the wrong people will switch off anyway, regardless of how great your messages. But if you're in a right in front of the right people that, you know, gosh, you know, I was made to serve you.
(08:25):
And yet I'm being completely overlooked by you. And if you're not getting that person saying, Oh my gosh, yes, I need to get in your world to find out more about what you do. Then you, haven't got, you, haven't hit the nail on the head. And the more you go out there with this mediocre message, which isn't hitting the spot for your ideal clients and you keep going on about it, they will start to unfollow you. They will start to switch off and you will actually start to damage your credibility because they're just like, Oh gosh, it's her against him again, talking about X, Y, and Z. I'm not interested. And it grates on people, you actually start to lose followers. So it's really important from the, from the first step, if you want that overnight success feeling, if you're feeling like you've plateaued and that you're kind of, you know, even if you've been in business awhile, but you're just not seeing the leads come in anymore, everything's started to stagnate.
(09:19):
It's all going a bit sluggish. Or if you have been trying, like I used to for years to try and make it work, but you feel like you're banging your head on a brick wall because nobody's listening to you. You feel like you're justifying, you feel like you're convincing. And you're not seeing that sudden, Oh my gosh, yes. I need to hear about, more about what you do reaction. Then something needs to change your messaging is the first thing that has to change. Visibility. Yes. Is a problem. So for instance, if you are not, you know, getting out there in front of the right people at all, then yes, that would be an issue as well. But you know, it's not because you're not being consistent enough, It's not because you're not showing up enough because, you know, let me be really honest with you.
(10:04):
I've had a period recently where I've had a huge influx of clients. And so the only thing that I've been able to cope with right now is helping those clients get incredible results, by the way, you want to shout out Francis Callahan who has just sold her first high end package, whoop well done to you. And we have a package creating intensive just recently. And she just sold that first, that first high end package. So I'm so, so pleased for you. You know, she has doubled the ROI on what she paid me, so whoop well done. But yeah, I have just been so focused on helping my clients who have paid me because obviously I've also got homeschooling and stuff to deal with. I have a life outside of work and say, I haven't had time to be focusing on generating new leads right now, but that will come.
(10:57):
I will make time for that. But at the end of the day, when I am visible, when people are seeing my stuff, when I do have, you know, I've obviously got content on evergreen content, again, with the messaging that I know that works, that I know will generate leads because it's been proven to that goes out there and that can be on in the evergreen. And so I still, I'm still getting people, you know, join my world through, you know, people referring me through that evergreen content where they're jumping onto my list because I've got my call to action, absolutely everywhere and all of my stuff to either download something or to join a strategy session or to jump on a call with me, wherever that might be. That's lurking in the background as well to be working for me whilst I'm working with my clients, but I obviously will make time.
(11:45):
But I know that when I make time for lead generation, it gets results. You don't have to be on it 24 seven, you know, this old way of being in groups, 24, seven posting networking, sorry. When are you going to have time to serve the people that have paid you once you do finally start getting clients? You know, it's not a strategy that is, that is going to work moving forward. And so yes, being visible to the right people is important, but more importantly, being visible to the right people with the right message that hits the spot is even more important. It's not equally as important. It's more important because you know, like I said, the consistency and the being on line all of the time jam, it doesn't have to be the way, you know, that's some people like it.
(12:31):
Some people like being on social media all the time and that's fine, that's fine for them. But for a lot of us, it's like for me, Oh my gosh, I find it exhausting. You know, I try sometimes I think I do the Gary V thing where I'm just like, Hey, the other day I was like sitting out in the garden in our new hot tub. And I was like, Hey Jay, what? This is something I would like to share. And I spoke about not just like, look at me and my hot tub. It was a little bit, I'm not going to lie, but it was more about, I remember a time when, you know, lines were blurred where I used to be a workaholic and just always working, working, working, never really taking any time out. You know, we're never taking any time out for me or my family, you know, I was constantly on it and, you know, and I realized I didn't want to live like that.
(13:14):
I didn't want to be like that. And so I've made time to sit and stop and chill and relax and spend time with my family. It's very important. And you know, part of the reason by the way that I used to be like that is because I wasn't seeing results with the message that I was having, you know, I wasn't seeing the results. And so therefore I was push, push, push, push, push, push, keep getting visible, keep being out there, keep being consistent because I was told that was the key to success. I just need to keep getting out there, you know? And, Oh my gosh, it's just exhaust me talking about it and thinking about it. You need to realize that, you know, you can't experience overnight success if you've, if you've got the right message and you're putting it in front of the right people, you will suddenly see a sudden surge of everyone going, Ooh, that's something I need to pay attention to.
(13:59):
And yes, I would like it. Thank you very much because I can see it's necessary. I can see ID debt. I can see that you are the person to help me with this. I can see that I can trust you. I can see that you're the specialist in this specific thing. And my gosh. Yes, you're right. My problem is that bad or gosh, yes, you're right. I really do want that result and I don't want to wait any longer for it. How long am I going to sit on this before I actually do something? And you really made me feel like I need to just start taking action right now, when you get to that point with your message, you know, that it works because you've tried it on one and it worked. It's going to, you know, you put it in front of another ideal client is going to work again, by the way.
(14:37):
And again, and again, and again, you can replicate it so that, you know, every time that you show up with that message, you will experience that overnight success, that that overnight success feeling should I say, and that will, you know, gradually snowball. And like I said, each time, that's how we've grown 700% in the last few years, because we've consistently shown up with a consistent message that we know is work. We know works. Yes. That message has to be revised as well, by the way, it's not the same message. It's a proven message. But with tweaks because the market changes, the landscape changes and you know, your message can sometimes have a shelf life. You know, and it's the way that you reinvent it and reposition it. And rehandle it to people that keeps it alive.
(15:24):
But yeah. You know, so please stop, please, please, please stop wearing yourself out, banging your head on a wall with a message that isn't taking effect. Stop, take a breath and go, is this message working? Be honest about it Yes or no? If it's not, then you need to sort it. Okay. That's really, really important because now you get it sorted, then you'll never go to, you're never going to get there. And that's something I've been really focusing on recently with a bunch of new clients that I've had coming in, both from a seven figure level, a six figure level, and also a new pivots starting brand new level as well. Every level that I've been working with on every business has been messaging. Let's make sure that this message is hitting the spot with where you want to be, because if you've pivoted, then you know, a lot of the time the message gets diluted for some weird reason.
(16:22):
We all try when we pivot and that everything broadens up and gets a bit murky and it doesn't hit the spot. So, you know, it's not something a one and done experience. Yes. Messaging is something you need to be continually focusing on in order to make sure you can create that success every time. But, you know, I've been working with these clients on their messaging or at every single level it's so important. You know, it's never something that I skip because even if someone tells you to have a great message, personally, I know that I can tie it up even more fun, tune it, to make it even more great and amazing, and even more fine tuned. There's always room for improvement, right. But it's something we always focus on. It's something we have to go through to ensure that every kind of campaign strategy that you put alongside that message will work.
(17:09):
And actually, it was really interesting. We were watching the film around Brexit last night that features Benedict Cumberbatch. And it was all about the message, you know? I don't like getting involved in like political things. I'm just going to say, though, I wanted to stay in the year that's that's. That was where my vape was. I want to say that not to divide people, I'm just being transparent. That's where my beliefs were on that. But you know, I couldn't help, but watch this, you know, how they worked in terms of the you know, getting the extra 3 million voters as this kind of like private propaganda. Totally, totally not on board with that, for whatever political views, you know, standpoint, you Turk, that was for me an underhanded tactic when it comes to politics anyway, trying not to get too much into that, but the reason I'm saying that is because I'm about to tell you that actually I was in awe of how he was working to create a message that really drove it home to the people that he was targeting.
(18:22):
And that's really key is that when I work with my ideal clients, I can't judge the ideal client. I don't try and sway the belief or sway the opinion, because if it hits the hits, the person that you want to be working with, then go for your life. And that's what they did. They did real life risk research. They did real life market research to find out the pain points and the reasons why people wanted to leave. And then they created a message that encompassed it, which was take back control. You know, that's the message that they put out there consistently to drive that message home, to, to get those non-voters voting and to get those that, you know, work are going to vote that way anyway, on board as well. So it's messaging is so important. It's impactful. It changes the way the world works.
(19:13):
And if you don't get in there first, it made me sad because it makes me, it makes me, it makes me so passionate because I'm just like, you can see that, you know, the way you don't know what everything everything's glamorized in a film, right? Isn't it it's taken and it's, and it's, and it's put and positioned in a certain way and it's angled in a certain way. But the way it was portrayed in the film was the Cummings, you know, was really more focused on winning than he was about the message. He was a clever marketer. He was, you know, he talked about the metrics of politics. He talked about, you know, getting in the back door that inception, you know, he's a great marketer and that's what marketing is about, but it's about how you use it. Are you going to use it to help get your message across what your passionate about what you believe is right?
(20:02):
What you believe is just what you believe is good, what you believe will help your tribe, your people, whether that's a political level, whether that's at a, you know a different level of business, level of health level, relationship, level, whatever you believe is like, you know, what is wrong with the system of the way things are currently done? If you don't articulate it in a understandable, simple, emotionally compelling way, there will be people out there that you fundamentally disagree with doing better, doing well, making money from what they do, you know, putting their message out there and getting incredible results. Because I'm remind you on nearly every episode that how good you are and what you do means absolutely to your financial results. It's all about how you market, what you do. And so you have to be willing to get, to become a better marketing this whole, Oh, you just want to focus on being, and doing the thing you do that you love.
(21:01):
You don't want to be worried about marketing. You might, that might be true, but guys, here's the truth, bomb unless, you get excited unless you get good, unless you make marketing a focus in your business to get it right with your message, you will just be running a busy, expensive hobby. That just becomes a big thorn in your side. There's the truth of it. Otherwise you are going to be watching everyone else make a success out of it and you won't be. And that will just build up that bitter resentment, get good at being a marketer so that you can spread the goodness of what you truly believe is right for your tribe, right, for your people. So otherwise, if someone less good at what you do, will take that position, you know, take the lead, become that market leader, because if you don't someone else will.
(21:57):
You know that you've got a lot of gold to bring to the table, you know, that you can really truly transform people's lives, then stop messing about with a mediocre message, get it sorted. By the way, if you want to get it sorted and you want the right person to help you with that, I'd just like to put my hat in the ring. This is my jam is what I do. Every single client that I work with will contest to that. I promise you and, and feel free by the way, to request names. And I will send you a bunch of them and you can go and do your stalking as much as you like. And you probably would have already heard that. I'm also pretty good at messaging by the podcast episodes. If you're new to the podcast, please do go and binge.
(22:42):
The first three are epic. So feel free to get all the way back to the beginning. I mean, they're all pretty epic if you don't mind myself saying, but make sure that these first three are a good place to start. So if you go back to episode one you're going to find some, you know, some serious golden those, and those first three episodes, but yeah. Dip in dip out and you will see, obviously I will be sharing, you know, messaging tips throughout those episodes as well. But if you do want help with that, and you just want to get that overnight success feeling once and for all, then please do. You're cool with me. My link is in the show notes and it is bit.ly/claritycallpodcast. And you know, for some people, this might sound a bit braggy and a bit like, Oh, you know, we're looking at you blowing a trumpet.
(23:25):
And in the last episode, I actually talked about this as being one of the reasons for my success is that I'm not afraid to blow my own trumpet. You know, there are things that I'm not so good at, and there are things that I'm really good at, and I'm happy to share about the things I am very good at. And that is one of them. Messaging is one of my biggest jams. And so you need to make sure that you, you get some of that, like I said, I'm very confident about that. There are no, there aren't any flies on me. So anyway, I would like to offer you the opportunity, do jump on a call with me if you want to get that sorted otherwise, however you do it, make sure that you get your message sorted make sure that it happens because if you don't, you will always have that, Oh gosh, I'm just wading through treacle.
(24:08):
Let's make it easy. Let's make making money easy. And let's make sure that you articulate what you do as something that is seriously valuable, seriously wanted, and that you weren't articulating a need for your services, whether you are solving a bleeding neck issue or whether you are actually helping someone build a bridge, whatever that is, you know, whether it's like, well, you know, you're being, you're more of an ambitious aspirational seller. We still need to articulate the need for it. What are you leaving on the table by not taking action right now? What's in the future that you could be taking a piece of that cake right now, but you're choosing not to, you know, you need to be able to articulate without using necessarily cake metaphors urgency and that need to start, you know, buying from you, use marketing for good use marketing for goods.
(25:06):
You know, anyone can use it. That's the thing, it's whether you choose to use it for good. And that's why so many people have got burnt because marketing has been used for not great purposes to get a quick bucket, but actually on the backend the fulfillment isn't there. And that's the thing. This is why so many great people do not get the in because the people who are so focused on making the money here, put a lot of time and effort into their marketing. That's where their efforts gone to. And that's not to say that every great marketer doesn't serve their clients. I'm not saying that, but this is how people have got burned because these people have got really good at that. But actually they're not really great at what they do on the other side is so people have bought into it because they think it looks amazing and then they don't end up getting the service.
(25:55):
You guys who aren't seeing those results are usually because you've been putting a focus effort into honing in your skillset, honing in your expertise getting that experience. But now it's time for you to start being paid for it. And it's time for you to start focusing your efforts on that marketing so that you can change lives because you guys that will prevail because those people out there who were really good at marketing, but not great at what they do. You know, whilst they'll keep that turnover of new people and these poor victims who come through non the wiser thinking, Oh gosh, I'm going to get a great result. And they don't, but they won't continue to buy. And the money is in the repeat buyers, the people who buy from you once, and then the lifetime value of that customer continues because they're like, wow, this was great.
(26:40):
And you can continue to monetize that because they just see the results time and time and time again, you guys will be the ones that prevail because they will see that they will see that you are amazing at what you do. And the fact that these people will then have a great experience and they will refer you on. So you get that third party credibility where people keep passing on the message. And that's when you start hitting that market leadership level, because you've got people sharing your message for you. And that gets over to the wider markets. And you can start spreading a lot quicker in terms of making sure that your reach really does get amplified. And, you know, that's why you will prevail over those people who are great marketers, but not great at what they do. But unless you start focusing on the marketing they never going to get that.
(27:28):
So anyway, that's my little podcast rant for today, and I hope it was interesting. I hope that you were inspired to actually take action, whatever level you're at, whether you're a beginner, whether you're a seven figure seven figure earner to really focus back in on that message to make sure it's on point sharp and really getting that reaction because whatever level you're at, when you focus on that messaging, you will amplify your results. There we go. I will see you guys in the next episode. Don't forget guys, book your call using the link in the comments, but it's bit.lyclaritycallpodcast. Have a chat with me and we can see how we can work together to get your message on points. Take care guys. See you in the next episode.

Jun 03

Three Focuses for Half a £Million (During a Recession)

By Jennifer Hall | Podcast

Book a Call with Jen  – bit.ly/claritycallpodcast

Let’s be honest there aren’t ever just three things or one thing that can take us to market leader level.

BUT there are three focuses that I can honestly say have made a significant impact in amplifying and fast tracking our monetary results to generate over half a million pounds in the first quarter of this year. 

And in this episode I’m going to be revealing what they were. Excited? 

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):
In the first quarter of this year, we have turned over half a million pounds, which we're truly proud of. And in this episode I'm going to talk about the three focuses that led to that half a million
(00:20):
Hello, this is Jen Hall, your business positioning coach and market leadership expert. And I'm really excited about today's episode as I always am. Because in this episode I'm going to be talking about the three focuses that led to our half a million or over half a million pound turnover in the first quarter of this year. Especially, the majority of that is you know, pleased to know is actually during a recession. Yes, I don't think there's been an official announcement yet that it, that there is one, but there definitely will be any time soon because of the state of the economy. But it doesn't mean that you, your business won't make money. And that's the key difference here is that there's always the kind of the 80 20 rule. You know, the 20% of businesses that are lapping up the majority of the market share 20% of businesses who are, you know, making it work, who are getting people, the right people on board and who are retaining, you know, a lot of the time when people hit recessions, they start looking at kind of like unnecessary expenses and they're looking at things that they need to cut.
(01:28):
And looking at things where they think, okay, well you know, what isn't serving me right now and we'll just get rid of that. So you know what, it's those businesses who aren't continually serving their customers and their clients who are not making themselves necessary to their customers and clients, they are the ones that inevitably get cut and lose customers. Now, obviously there are other situations here, which I'd like to just point out that you know, where businesses as they currently were physically cannot continue to function. But that's the key here is that as they were, they can't continue to function. But that does not mean that as an entrepreneur that you can't adapt, that you can't change, that you can't move things forward in a different way to retain your, you know, the custom that you, that you had. You know, there are many ways in which you can reinvent your business model and how you deliver your services and even changing your services if necessary to make it work.
(02:24):
And it really is this, you know, we're people, people talk about these kind of panic pivots. Should I be pivoting right now? Should I not? And I think the key here is, is if you physically cannot deliver the service and the way you currently run it moving forward or you cannot, you know, future sell something, you know, there is absolutely room for an adaptation, not in a panic but in a very thoughtful way of going in case of how can we serve our customers in the best way possible. A lot of my clients have been making those adaptation adaptations. They've been helping people to do it themselves. They've been by clients. A videographer has been taking raw footage and editing that footage to make it look amazing. So he's not necessarily having to shoot it, he's just having to edit it on the backend.
(03:10):
So there are many different ways in which you can reinvent your business to adapt to the current moment and also future self or when this is over, cause it's not gonna last forever. And that's what we did. You know, one of my businesses is a travel company and that's where a lot of the money has come through. You know, we've really, really, you know, been a huge success during the recession, during this pandemic, you know, what if that's one of the hardest hit industries, we're super proud to say that, you know, we've had an incredible quarter. And because we've sold now for the future and we've, we've articulated well to our audience exactly why they should be buying now, making the offer as juicy as possible to them to secure them in because they're looking forward to, I know I am when it comes to travel.
(03:59):
My gosh, I can't wait to get on a plane and get somewhere. And you know, me and Andy were saying last night and the new hot tub we bought (so excited about the hot tub) that we're just spinning a bit like caged animals and we're really looking forward and we had an, as we have everyone has at the moment, this memories of like last year, two years ago when you were out on a yacht somewhere in the sea or you're out at a hotel somewhere, having a new all-inclusive meal, wherever it might be or you know, climbing a mountain or exploring a new country. We're seeing that a lot at the moment up in the Facebook memories. So yeah, we're pining after things and we have to understand where our customers are coming from. And you know, serving them as best as best we can right now, either for the future or adapting our service so we can serve them better right now.
(04:48):
So, you know, it's possible it can happen. I know I'm just, I'm keeping up the beat guys. I'm just reminding you that there are so many different ways that you can reinvent yourself and a lot of the people that end up, you know, really not doing very well during a recession. Like I said, there are people who don't do that, who kind of surrender to what's happening instead of adapting and changing. And I know that's a bit harsh to say, but it's true. And I appreciate some businesses have it harder than others, but you do have options. And it's about exploring these options and being clever about how you change things about that word entrepreneur couldn't be more valid than it is right now. Really be, you know, being the entrepreneur. And that's why I've been running these evolve and elevate strategy sessions.
(05:36):
They're at £20 guys and I've opened up a new one for the 10th of June. So do make sure you book onto it. Because in that I really show you how, you know, step by step, how we've created the money we have and how we've done that and grown our business year on year and continue to do that even through, you know, this, this pandemic. So I think it gives you some ideas on, on what you need to be focusing on. But I'm going to give you another three today. The three focuses. I was chatting to Andy last night and we were talking about, you know, why are we actually found it so easy to make money this year? What can we attribute to that?
(06:21):
And so I want to share the three focuses that we had but in these elevate evolve and innovate sessions, strategy sessions we really go through an hour and a half of in depth you know, strategy and information on how you can start to generate more money in your business right now. So you make sure that you do become that the link is in the show notes. And if you're just looking, if you've been following me for a while and you just want to skip that step and you're like, now I know that you, Jen and Andy are going to be the ones to help me in my business right now. Then what are you waiting for? Make sure that you book a call with me because we can really start to help you to generate more money in your business, to adapt, to evolve and to elevate to another level and become the business.
(07:13):
There are people want to stay, become the business where people want to actually jump on board even during a recession because they see you as a necessity. That's where we want to get to. So without further ado by the way, both of those comments are in the show notes, so do just pop down. The link to book a call with me is bit.ly/claritycallpodcast. I'm not going to call out the link for the elevate and evolve strategy session because it's just far too long and convoluted. So you are going to have to put a bit of effort in, otherwise reach out to me or Facebook or you know, or LinkedIn or wherever you are. And I will get you that link if it's easier. If you're struggling to find the father and the show notes, then do just let me know.
(07:56):
Right? So without further ado, I'm going to dive into the first of the three focuses. And these are gonna sound a little bit simple. But I genuinely believe that they have massively helped. And the first one is shouting about our successes. This has been, I think, a huge contributor as to why people are paying so much attention and showing so much interest over the last year. That's because we put a lot of effort into blowing our own trumpet. And it's not a particularly British thing to do. Not sure where you're listening from, but our spirits were very, you know, almost brag or whatever. And it's not about bragging, it's about showing people what's possible for them. And that's the way we have to start seeing it. It's not about what you know when you say like selling a serving, it's the same thing when you shout about your successes and you shout about your clients' successes, it really shows them what's possible for someone like that.
(08:50):
And obviously when you share it in a way that shows people that you're not just a lucky punt or that your clients aren't lucky and that you're consistently getting results time and time again, you know, because people like to do that, they like to justify, well that person's had that success because of these reasons. And that's not always, you know, it's not, it's just not true. It's not always do. It's just not true. You know, everyone is dealt sat and hands and we all come from different walks of life, different backgrounds, different industries, different businesses. And at the end of the day, if you can show people, and I'm not obviously talking very business language here, but I mean this could be to do with your health, relationships, whatever shouts about those successes both in your life and your clients, both hands in hands because people really like to see to see that, you know, when you share your own story, it really connects people emotionally to you.
(09:38):
They understand that you get where they're coming from, they understand that you get their situation. And that you're not speaking from an ivory tower perspective. They need to see the full story of where you began away. You got to, that's really key because, you know, me and Andy weren't always making this, this kind of money. You know, I talk about, for instance, the first ever Facebook competition we ran in at the track and I talk about, you know, I think we always argue whether it's 60 or 80, I swear it was 60, but Andy's always the optimist. He said, we made 80K. And you know, to a lot of people, like that's a huge amount of money. And like we didn't start making that. I can talk about that. That wasn't the first step. Like I started coaching 20 pounds from the kitchen table, struggling, like literally struggling to get any clients whatsoever.
(10:25):
Even for 20 quid. It was like I was almost at the point where I was just like, yes, cool. Just come for free please. I just want to help somebody. That's how we get, well until that becomes a thorn in your side, cause then you start feeling resentful. Right. But that's, that's the position I started in. Andy for a good, I think you know, for the first, cause we found a debit tracker, you know, when we were together, we, we met around about five years ago. And both of our businesses started up about, you know, mine first I think, and then his following shortly afterwards, within sort of eight months or so. And you know, when he started at the track, the first time, I think we had like, I dunno, one customer for a good six months. Like, you know, it wasn't like we, it was a great start from the very beginning.
(11:12):
Your first Facebook ads competition was, you know, you would S grant at that time we were ecstatic about 60 or 80 grand, whatever it was. We were excited, Socratic about that kind of money. But now it's, you know, we're, we're generating over 300 K a time whenever we run a campaign like that. So it has grown year on year, but we didn't always start out at that amount. You know, it was real struggle to begin with. When you're learning the ropes and you're getting to know things, it can be really, really hard. And you know, I wasn't shouting about successes and because I think a lot of the time, because when I first started out coaching, it wasn't business coaching. I was actually helping people get alignment with their life's. That's how it all started, which all sounds super fluffy and I still believe that you should absolutely be in alignment with your life's purpose.
(11:59):
Whether you take that into business or not, you definitely in order to fulfill in your life. It's a genuine belief of mine that I feel that you have to be in alignment with it somewhere. You've got to follow your calling because if you're not following your calling you will live a half lukewarm life. I genuinely believe that but that's how I started. I started out in the life's purpose coaching side of things and I think a lot of the time people feel like that they can't shout about that their successes and their clients' successes because they feel like a failure in business and you have to back the question unless you are a business coach or yours and your result is wrapped and that's very specific care cause you can be a business coach that doesn't necessarily revolve that the monetary result doesn't revolve around money.
(12:49):
But you know, at the end of the day, unless you are physically helping and you're saying, I can help people make a ton of money and you're not making any money, that's obviously slightly out of integrity and something needs to be fixed there in order for you to kind of move forward. But I'm talking about every one bar that, you know, people get so caught up in, well, I'm not making money in my business a form of failure and therefore I can't shots about my successes. Then hold on a minute. What results are you actually getting through your ideal clients? Is it actually tied up in money whatsoever? Is the result money? No. In which case, why are you feeling like such a failure? The fact that you aren't making, hitting the monetary goals that you'd like it to each month, which is then preventing you from shouting about their successes.
(13:33):
It makes absolutely no sense. And I'm hoping that a few of you are nodding on and going, Oh gosh, yes. Because we hold ourselves back. And I was in that position at that point, if I was such a failure that I wasn't getting the kind of clients and I wanted to at that stage and therefore I kind of felt like, well, you know, I can't start saying how amazing I am because I'm struggling to get the amount of clients I'd like to have. But it didn't take away from the knowledge that I have. It didn't take away from the abilities I had or the capabilities, we all have to start somewhere, you know? And yes, obviously the more clients we have and the more experience we have and whatever else we do get better. But it definitely doesn't take away from the value that you have at that stage.
(14:16):
And you know, and there were other factors to be taken into account. Sometimes, you know, you might not be making the kind of money that you want to be making your business for various other reasons. How would you have to take a break for family? Perhaps you've had to do other things. And yet we start to think we're not making the money and therefore I'm not good enough load of rubbish. That is something that I found so hard to get over. But the quicker you get over it, the easier it's going to be. If you start shouting about your successes and then more people are going to come on board because they're going to feel comfortable, they're going to see your confidence, they're going to feel like, yes, this is the company that I want to work with them, look at these results that they're getting for their clients.
(14:49):
And you know, sometimes the success is have to with you first, you know, and that's how, you know, from talking back right back from the beginning of my story, the success has had to stop thought from me because I was starting from zero. I was starting with zero clients. So the only person I had to shout about really was me. But you know, you can't not do that because you feel like, well, not monetary, getting the money in. If it has absolutely nothing to do with making money for other people, then why are you getting so wrapped up in it? So shout about your successes both from your perspective and your client's perspective. You know, and if you've got client testimonials and you've got client case studies and case studies more so than testimonials because unless you really guided your clients to give you the testimonial that really demonstrates the value and the results that you give, then you know, with their permission obviously create case studies where you can describe where they were, what you did with them and where they've got to and who they are, what background they're from so that people can start to identify with them and go, well, gosh, that's just like me.
(15:48):
I used to be like that and that's where I am struggling at the moment. I want that result. Perfect. I can see, I think you've shown me demonstrated the value that you bring to the table. So do shout about your successes. Create those case studies. Get those cases to get those testimonials and and you know, and make sure that you recognize the successes that you have shared about your successes that are related to the results that you want to get for your clients. If that's where you're starting from right now, that's where you should be focusing on first and foremost. You know, you have to build that trust. People need to see your confidence. They need to see your energy. They need to see you in the space of I am capable, I can do this.
(16:34):
This is where I've got to, I'd love to help you know, more of you do, you know, get this result, overcome this problem, whatever it might be. So that's been huge. I think, you know, particularly for this year, you know, if we talk about probably the last six months I guess. We really been honing in on doing that and really just, you know, stepping into that mode of, yes, I am pretty good at what I do. And not in a braggy way, but in a way of showing them. So the next focus then is around articulating, funnily enough, why people should buy from us. This has been a huge focus, and I'm not going to bank too much on about this because if you haven't already been listening and go and listen to more of the podcast episodes, because I talk about this a lot because it's what my zone of genius is around is around articulating.
(17:24):
Which is why I tell that story around, I was struggling from the, you know, for any clients, 20 pounds, that kitchen table, you couldn't even beg somebody to work with me because I wasn't at that point articulating why somebody should be buying from me and really showing them the results that they can get. And that's important. It's, you know, there's a few areas of articulation that you need to be honing in on. And obviously articulating your credibility it's very important showing people, like I said, the results that you get for clients, show people the results that you've got from yourself depending on when you're starting from showing people and articulating the fact that you know what you're talking about. So you could have written a book, you could put, you know, speaking, you could be demonstrating your knowledge as guest speaking in certain areas, there are many ways in which you could do that.
(18:19):
But obviously the most obvious thing around articulation is actually being able to very simply explain what you do and really honing in on a wanted desire and a problem that needs to be solved. And really focusing in on articulating those couple of things. Because when you do that, people start to see and understand the need. Something I've been sharing recently. I ran a messaging workshop in my group recently and you know, something that I mentioned in there is that just because someone isn't your ideal client, like obviously your ideal client is important to be the first to understand what you do and understand that what you bring to the table. But if you haven't got every single person in the room, whether that's they're an ideal client or not nodding their heads and going, Oh my gosh, yes, absolutely, I can totally see the needing and why people would be buying from you and why you're so needed.
(19:10):
If they're not all nodding their heads, then you haven't got your messaging right and you're not articulating an understandable way why people should, you know, a five year old needs to understand what you do here. So don't make your messaging over complicated and don't farred it up too much. We need to be more wrong seal for those of you who are like, what nerve you on about it, you know, I'm talking about it. Does what it says in the 10 super clear, really understandable, no fluffy messaging, no ambiguous wording where people can go on earth. Does that mean it might sound very grandiose and lovely, but people don't got a clue what you're talking about. Make sure it's understandable and make sure you're demonstrating why people need to be buying from you. And that means you know, on the front end focusing less on how and what you do and versus actually the wanted outcome that your ideal client wants and the problem that they're suffering with.
(20:11):
Those are the things that you need to be speaking about to really demonstrate that desire and that need for your business and your services. That's really, really important. So articulating why people should buy from us has been really key. And obviously one of the things is also is articulating why we are better than some other companies out there for our specific ideal client. Like why should you buy from us versus somebody else? And that's not to say that we're stamping on the heads of our competition. That's certainly not what we like to do. But we do like to do is really hone in on what makes us different and really amplify on that message of when you buy from us, this is what you get and they won't see it anywhere else because no one else is talking about it. No one else is offering it.
(21:00):
And it's very unique and it's very needed. And so when you're able to hone in on that area and really amplify that message around those things, the USP is that you bring to the table, people start suddenly start to think, Oh wow account you will the number one choice I need to be buying with you and from you. So you know, articulation has been really, really key. Getting really clear and simplification. I've written that down as another episode that I might talk about another time. Something I want to mention, this one is simplifying everything. Don't make it overly complicated. You know, people try and fit so much in in the front hand, that's not necessary. You know, people buy results, you know that they're not buying the drill, they're buying the hole drill gets. So really think about that.
(21:47):
Where do people want to get to? What's their success Island? Where do they want to be? Really show them that and really show them and understand that you know, that they have a serious problem here that they need to have fixed depending on whether you are that aspirational business or whether you're more problem focused and depending what type of business you are, but you need to be really focusing and honing in on that. So yeah, so articulation has been really key. It's been a huge focus for us. And by doing that, then you can really make such drastic differences. And you know, something else that I've been talking about, cause I've been running a recent launch inside my Facebook group is the fact that within seconds, and I mean seconds of delivering a message, you can get people personal outreach and you straight away.
(22:32):
And I gave the example, I was in a networking meeting yesterday, I think it was. Yeah, it was, I was in a networking meeting yesterday. And as I was speaking, I had four people before they even finished speaking. You know, and I only had a three minute slot and I think I was in minute one. I have three to four people reach out to me personally to say they were thinking about working with me. Could they have more information or the fact that they, they loved what I was saying. So you know, articulation is, is so crucial because it can convert people in seconds when you get it right. Your message take hours and ages and many, many times for people to really understand what you do, it shouldn't take that long. It should be that you should be able, once you've got that powerful message, people should understand what you do, know what you do and know that you are the one to buy from.
(23:24):
And the way that you show up and the way that you speak of the language that you choose to use all contribute to that immediate outreach. And when you have that immediate feedback, you know that you've hit the spot with your message and you can then replicate that over into your websites. And you know, really sort of leverage that messaging because you know that it's working in person, it's going to work elsewhere as well in video, website, social media, wherever it is that you want to spread your message. So, you know, articulation is absolute key to making sure that you become that wanted choice in the market. Now the third focus is actually helping people understand why they haven't got the results so far. That has been key. Particularly my business now, depending on what kind of business you are, now I'm going to use the two polar opposites of my business versus the, as in what I'm saying, my business, the market leader league, business coaching business versus the travel company that we also own.
(24:33):
So if we take those two companies into combat, into comparison, when it comes to my teaching business, it's very much focused on helping people understand why they haven't got the results so far. Because when people get these epifany moments and they're just like, wow, okay, I really understand why I've been failing, I didn't get that before. They suddenly have this affinity with you, this connection where they're like, Oh my gosh, okay, thank you for showing me the light because I hadn't realized that doing it this way wasn't going to work. And the actually I was doing it wrong all along, or I've been learning the wrong thing and my focus was in the wrong area or whatever it might be. When you show people how they have been doing it wrong and how they can now do it correctly, now that makes a huge difference because then suddenly they're on board with, you know, they've had that epiphany moment where it resonates truths from the, from the soul outwards, but they're just like, yes, I totally get that.
(25:34):
I can see where I've been going wrong. And actually now this new way that you've showed me is the perfect way and it makes total sense to me and I ready to move forward with that new solution. That's been really key to making sales really easy for me. You know from, from the moment I started to understand this concept, it's made sales super easy and it's really helped bring the money in because it's adding value to people's lives and businesses. It's helping them to really see that where they've been going wrong and a new way of doing things. It gives people hope, it helps people understand that there's a roadmap and there is a possibility that they can finally achieve what they want to achieve. So by doing that, giving people this new hope, it really helps to convert people on a very deep level for, you know, particularly for the high end offerings that I have, they really helped to convert people because they're just like, okay, I understand it.
(26:29):
And again, it's, people can sort of turn this on its head to go with this sounds very icky or manipulative. It's all truths and none of anything that I ever say is a lie in order to manipulate someone into getting to it all it is, again, bring it back to the articulation. It's just being able to articulate that and being able to show people, you know. So it's almost a bit like going back to my second focus, which was about articulation, you know, I show people where they going to get end up if they don't start making a change now it's not a lie. It's like that winter is coming. Have a look, see what's ahead. If you don't take action now, this is going to happen. And it's not a lie. It's totally true because I've seen it happen a million times of the people.
(27:14):
And also I've been there myself. I know what's coming. It's like when your mom tells you like you shouldn't be doing that and you're like, I'll do it my own way. Thanks. I've cool. I'm just going to carry on doing what I doing because I know best. And then you realize that your mother was in fact correct. And she knows because she's been around the block a few times, she's seen it happened before, hse's seen it. So at the end of the day, you need to step in. And the reason why we don't listen to our mothers is cause it's our mothers. And that's the thing. We haven't, you know, we've got issues with that. But you know, when it comes to looking to an expert, you have more power in order to have influence over people.
(27:54):
It's just, it's just the way the world is, isn't it? We don't listen to the people closest to us. We listened to a complete stranger who sounds super confident what they're talking about, but it's always the way. And it, you know, I find it, for instance, so funny, obviously with mine and Andy's relationship, I, we talking about something for like years and then suddenly someone else will say it and you'll go, Oh my gosh, yes, I've been saying this for so long, but I've just learned to accept that that is the way of the world that will never change. But sorry guys, taking away from the jokes now, but really going back to that, you know, that winter is coming. It is not a lie. It's not like we're lying about this. We're just bringing the truth to light and repositioning that and showing people what will happen if they take action and what will happen if they don't take action.
(28:39):
It's just as simple as that. It's, you know, it's a consequence of doing this and the consequences of doing that. But until you are able to show people that they won't take action because they've not been there, they've not walked that route before so they don't know what's coming. So it's your job to help them see further ahead and pay the longer game. And that, you know, that has massively helped. Certainly. Sorry, flirting back to point number three, which is how people don't understand why they haven't got the results so far. So yeah, that has been really key because they come to that apifany moment, builds that trust and they start to see that you have a better way of doing things that they want to lead in. Now, if we take that for the adventure travel company, right, and we look at that and that side of things is not, it's a different type of service instead of service based business.
(29:26):
But we're doing two very, very different things. You know, I'm helping people elevate to market leader level in one business and we're helping people get up to top of Kilimanjaro, whoever's base company, another two very different businesses. And so it depends on what type of business you are, but you can still use the same principle. And it might not necessarily be about helping people understand why they haven't got the results so far. But it could be that winter is coming principal. It could be, you know, cause it's like most of our customers attempted to Kilimanjaro and they've failed. You know, a lot of the time it's helping them at the front end to understand that, you know, there were a lot of people who have failed. That's a huge failure rate on Kilimanjaro. We're pleased to say we have a huge success rate.
(30:10):
I'm going to say, I think we're probably still on a hundred percent. I don't think any, any one of our customers has yet to not reach the top of Kilimanjaro. And there's various reasons for that. And this is where, you know, not that they've not, they've tried it before and they haven't got that. If you're a business where your customers haven't even began to try it, they still would have heard stories about people not getting to the top. They still would've heard stories about people failing. And so they need to know that they're going with a company that's going to help them achieve, even though there's this huge failure rate out there. And so, you know, we have various reasons why that works. First of all, we have a longer route to go on because when you have a longer route, you get more time for a climatization.
(30:52):
Therefore there's a much higher chance of your success rate, you know, the guys have ever 30 years worth of experience in dealing with altitude sickness and taking people up that mountain. And so therefore that that must be contributes as well. And it's a very various other things which might bore you with, but and that's obviously, I won't be boring you if you're an avid mountain fan, but I can't take that into account here. And I would go and go and listen by the way, if anyone is listening on there, so going, Oh my gosh, you know, every time you're talking about going to Everest base camp a lot, Plymouth, Joel, I'm really interested then make sure that you go and jump on to Andy's and Dave's podcast, which is called the mountain malarkey podcast. So if anyone is listening to this going or you know, I'm really into that stuff as well.
(31:39):
They are relatively hilarious and they have some great episodes over on the mountain menarche podcasts. So go and listen to that podcast cause they'll talk all about the mountains and, and you know, talk all day about all of that kind of stuff. But anyway, you get the picture. There are some key points that we can really pull to the forefront to say this is why it will work. You can trust us to help you get to where you want to go because of these solid key reasons. And it brings it all the time guys. It brings it all the way back to those solid concrete USPs. Not the USPs aren't unique or beneficial. Like I'm, you know, I'm me so therefore I'm unique or I've been working in the industry X amount of years because you know, for a lot of people they're all saying that and it's not really a USP as such.
(32:23):
We need to come up with some solid reasons like that whole, it's a longer route that no one else offers and therefore it gives you a longer time to climatize and that is why and that you will end up getting to the top. You were able to very easily and quickly explain what makes us better, why we have something unique to offer that no one else does and why that's a benefit to our customers. And it's really important that you do that. You know, someone, one of the reasons that I say that I'm the best and helping you differentiate yourself is because I'm not about, flowering up and coming out with weak reasons as to why you're unique and really boosting them and blowing smoke up your skirt to say yes, yes, you are absolutely unique, Josephine. You know, you've got incredible skills and therefore that makes you unique.
(33:08):
No, it doesn't. And I'm quite happy to tell you that the reason why I'm, I'm good at helping people differentiate themselves is because I'm not going to let people lie just there. Yes, you are great as you are and you are enough and all of that malarkey. But in order for other people to understand that you're unique, I help you to extract that from you and make it concrete and productize it so that you can actually deliver it beyond just you delivering your services and ensuring that people truly understand why you are the one to work with over everything else that's available out there. So, you know, that's one of the reasons and one of my USP, so I explain. But you have to be able to articulate and explain it very easily to show people and help them understand why they haven't gotten the results before and why your thing now will help them give them the new hope and a new way forward and they will absolutely love you for it.
(33:59):
So there we go. Those are the three key focuses I really do attribute as to why we've had this half a million pound success in this first quarter because we really focused in on those three things. Now it's never just three things guys. And you know, I just want to be honest with you, but I wanted to kind of pinpoint these three because you know, they've made a big difference. And I always think that there are certain things that you can focus on, which will absolutely make you give you that traction a lot quicker if you focus on the right things. Now, like I said, there were more than three things to focus on, but those three will absolutely help you make incredible leaps and bounds in building your reputation and helping people understand why you're a necessity to them and really help you lap up the market share.
(34:48):
I genuinely believe that these three things really contributed to that. But like I said, if you'd like to hear more about it, then do make sure that you jump on and evolve and elevate strategy session 10th of June is the next one. So do you make sure you pick on start come and join it's just £20. And yeah, and we can start giving you dealing out more stuff and it's not, it'd be nice because that means I get to actually speak to you guys in person as well, which would be really lovely to meet more of you. So yeah. Do you jump on that links in the show notes and like I said, if you want to bypass all of that and you're just like, no, I'm ready for this kind of success. I want more money in my business. I want to make more impact. I want to be a market leader. I want to be seen as an industry leader, as somebody to buy from, and as a number one choice in their markets. Then you just need to just get on a call. Guys, get on a call with me. The link is in the show notes, bit.ly/claritycallpodcast. Do you make sure that you get that booked in because I would love to chat with you and I will speak to you guys in the next episode.