Monthly Archives: July 2020

Jul 29

Three Occasions Where You Should Ignore Your Business Coach

By Jennifer Hall | Podcast

You invest in a Business Coach to help your business and in order for that relationship to work and for your business to grow there has to be a level of trust. However, there are a few exceptions where your business coach can actually hinder your business growth and rain on your parade where it’s actually not warranted.

In this controversial episode I talk about three of those occasions AND the caveats to these instances, PLUS I reveal…

  •  My favourite kind of market research that works 100% of the time.
  • The pricing myth and why your prices will never remain stationary
  • How you could actually be kidding yourself about the success of your business ideas and how to turn that around.

Useful Links:-

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

Book a Call with Jen  – bit.ly/claritycallpodcast

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):
Have you ever second guessed your business coaches judgment? Well, in this episode, I'm going to be talking about three things that perhaps you might want to ignore.
(00:18):
Welcome to this next episode of the expert online world podcast. My name is Jen Hall, your business positioning coach, and market leadership expert. And in this episode, we're talking all about three of the things that I truly believe your business coach has no business telling you. Just so this might come across as a little bit of a controversial episode, but I truly believe in the words that I'm about to tell you. So before I dive in to this episode, I just want to remind you guys that there are still some places left on the evolve, that elevate strategy session, which is happening on the 15th of August. This session goes into some of the details around the campaign that brought in over 1.4 million pounds in just 14 days. But not only that, it really does show you the route that you need to take from where you are now to being able to be in a position to start generating that kind of money in that space of time.
(01:16):
So it shows you how to go from where you are now to become the number one choice in your markets. And that really is a process that we fine tuned and honed in on over the last few years that we help our clients with. And we're going to share all of that with you in the strategy session. It only costs 20 pounds to join, but there are limited spaces. So do make sure that if you want one of these spaces on the 15th of August, that you snap up one of the last spots and you can do that using the link in the show notes. So anyway, back to the episode that you have tuned into. So the first thing that I want to talk about is the notion that your business coach has any business telling you how much your services are worth. Now, this really isn't anything to do with any bullying.
(02:05):
And actually I get my clients who almost we play chicken. Like they're waiting for me to wait in there with a benchmark for how much I think that their services are worth. And I really have no place to tell them that. Now a lot of people come to me to actually help them price their services. So you thinking, okay, Jen, so if you're not able to benchmark me, then how are you going to help me price my services? Now that's the thing is that it's a very personal thing. When it comes to pricing or services, this really isn't anything anyone else can tell you, it's the perfect price. You really have to look at it from your perspective. And this is where realizing your worth, owning your worth and understanding how to price that comes into play. And that's what I help my clients do.
(02:55):
I give them the understanding of how to price and really, I mean, absolutely you can look at what's out there. You could do some market research and find out what other people are charging in their industry. And for instance, when you were looking the pricing for things like corporates, you know, you're going to come up, you're going to come up against you know, the choosing potentially, you know, looking at different proposals, looking at different price points, but you always have to come back to the fact that does it matter where you come in, not benchmarking, if you will, top of your game and you come top in that benchmarking arena that you're coming, you know, in terms of the range of prices that you can account for coming in at that top end, but actually you have something entirely different that no one else is offering out that, you know, does what you do.
(03:49):
Then you have every right to be charging at that top patent. And that's the thing, you know, when it comes to pricing, it's not worrying about not being too expensive. You should be worrying about how you are positioning yourself, how you are coming across to the people that you're marketing to, whether that's B2B or B to C, we need to be looking at our pricing from the perspective of what are, what is the results that this person, this company is getting? How am I fulfilling a need? Where am I in terms of, you know, my positioning in the market? Why am I justify to actually get people to pay more? And you have to look at your business from that perspective. And I talk about pricing and a lot of episodes. So I think it's one of the first, top five. Forgive me. I can't remember the actual number that you go right back to the episodes.
(04:48):
I actually talk about high ticket selling and how you can actually start to look at pricing and services. So if people want to look at that in more detail, then please go back and check that episode out. But at the same time, I just really want to point out that people price the services based upon that perspective. And if your business coach is not your ideal client, and even if it was his coach, was that your ideal client. And they're actually looking to spend money with you. Then there's bias from both sides bias because maybe they want your cheapest so they can get you cheaper, which you know, isn't great. But also bias from the perspective of what if they're not your ideal client and they're not truly valuing what you're offering than you. They're not really seeing the impact. So they can't give you advice on where to benchmark your services.
(05:34):
They might be able to give you advice on where to benchmark or services based upon market research. They already have perhaps obsolete me. They can say a case. So when I fridge companies or people will spend this much with you for this service in between this services between this price point, sorry, and another price point. But you have to recognize that they cannot tell you specifically how much they think it should be worth. It has to come from you. Yeah, it's a very personal thing. And the reason why it has to come from me is because it shouldn't be based upon necessarily what you think other people could afford. It should be based upon what your product is worth. And that's where I help people. That's where I look at helping you understand the value of what you deliver, the impact that it has on your ideal client and actually how much they truly want your service.
(06:25):
If it's fulfilling a need and you're giving them something, they can't get anywhere else, then why shouldn't you be charging more for that? There's absolutely zero reason. You know, extra, extra things, luxury things they can't get anywhere else should all be priced higher. And there is absolutely no shame in that. And there's no need to worry about that because as long as you are demonstrating the return on investment for your ideal client, then you will absolutely have no problem selling at that higher price. So don't wait for your business coach to tell you how much they think your services is worth. Instead. Think of it from a different perspective, understand how pricing, like I said, there's an episode on that. That's further back. And one of the first five episodes, I think it was understand how pricing works, how you should be looking at that, understand that you should be not pricing on time, that you should be pricing on that result and that transformation that they get.
(07:21):
And all the other things that may come up that you have to take into consideration when putting that price point together, once you want to stop all of those things, then actually understanding that price point of what you should go in at is not a problem. When you're first creating a new product. There's no reason why it shouldn't necessarily be cheap. If it's the bull and then raise your prices and you will always be raising your prices, because part of what makes up your price point is actually looking at your personal power that you bring to the table. And you know, when you are continually improving, which you should be when you are continually upskilling yourself or improving a product or investing into extra things, then there's absolutely no reason why your products, price shouldn't right. Well, your service service probably shouldn't raise. It absolutely should.
(08:08):
So you have to kind of do a bit of testing the market as well. So you've got to try and your validation should only ever come from your ideal client. Who's buying it. You know, that should be the test. And even if they turn around and say, you know, I can't afford it, that doesn't necessarily mean it's priced wrongly. And if they turn around and say, or it feels too expensive. Again, we have to look at ourselves and go, have we demonstrated that return on investment? Have we articulated what makes us the best of the market and why they should be spending that extra money? And if we've not done that our job properly in that respect, that we only have ourselves to blame sort of problems, the problems point, it's not the person's problem. You know, they have to be able to have all of the cards on the table to make it appropriate decision about whether it's a good investment or not.
(08:56):
You haven't done your job. Then, then we have to get back to the drawing board and look at that, you know, that communication articulation of why they should be investing that kind of money. And it has to feel good to you because if it doesn't feel good to you, it feels too much, or it feels, feels too little. That's going to be a problem with you sending it a because if it's too, let's all you're going to be feeling resentment. You're going to feel annoyed. Your, when you finally kind of got people in at that price point, I feel resentful for the amount of energy and time and efforts and every blood, sweat, and tears, you were putting into it for that person and not actually getting you know, any good energy exchange for the money that they're turning back. So you get to feel resentful, bitter, potentially not good from the best and cut corners.
(09:42):
Do you really want, yeah. That to be the basis of the, the kind of third party credibility that you're passing on. That's what I basically talk about when other people talk about your business. So if, if they're not getting the best experience, they're not going to be sharing it. And that means that you're always going to be playing small. So you have to charge the right amount. That feels good to you. And if you charge too high, like I genuinely believe that if your price point doesn't scare you, you are not charging enough. It has to have that bite to it, but there is a sweet spot, too much bite, too much scariness. And you will stop yourself from actually getting out there and setting it. So say your business coach tells you, you should be charging 20,000. Is that a 5,000? You can start feeding.
(10:28):
You might feel like, Oh wow, I'm so pleased. Someone feels that my services are more valuable, but at the same time petrified about getting out there and selling it for 20 grand because you don't feel that it's worth that. And then there's two things that can happen. A, you probably haven't done the inner work. If it genuinely is work worth 20,000 pounds or $20,000, whatever. And then you may have not done the inner work to really, truly, really, and truly understand the impact that your services and how wonderful your services are and what that can do for them. And again, that's what I help people to do. That's, that's part of the process of pricing is helping people to understand that impact that they have. But secondly, if, if you're still not at the point where you truly believe it, because some people can't truly believe it until somebody pays it and sometimes that's a process, you know, it starts off at five K, then it may be raise it to eight K, then you're like, okay, fine.
(11:21):
So maybe 12 Ks, as soon as they fought. And you raised that you raised the bar as you go. Because, you know, taking those giant leaps on always possible, sometimes it takes me yeah. The steps in order to get to where you, where you want to go, that doesn't have to happen over a long period of time. It could literally happen from client to client is you see the impact that you're having. And that's why Bita programs and things like that sometimes less because you know, you're trying things out for the first time. You don't a hundred percent believe in it because it's the first time you've run it. So how could you and then when you do something like, ah, okay, I'm really seeing how this is so beneficial for people now, I'm seeing the true value of it. It's worth way more than that.
(12:00):
Then you can raise it to whatever you feel. Not might not be five K to eight K. That could be five K to 10 K or five K to 20 K. But you have to understand that it's a process. And they won't can force you to price it at a level that you're not comfortable with. Otherwise, you're just not going to be able to set it because if you don't believe it, then, then you're going to struggle. And it's going to show through in every fiber of your being. So your business coach really has no business giving you that benchmark unless it is market research based. And even then there is nothing wrong with going outside of the box on that, on that benchmark. Because if you have something that's on the Bible that no one else has out there, which again is something else I help people do.
(12:42):
This is the first time you were listening to this podcast. This is the first episode you've come across. I really, really hope that you go back and listen to more because I talk about how it's become unrivaled has become a category of one, how to create concrete USBs that no one else has so that you can decide your price point with confidence to know that it is worth that. So, yeah, when people try and tell you how much they think it's worth less than your ideal client, unless you've done the best job possible at articulating the value, they really have no business telling you how much your, your, your pricing is worth. You've got to want to start the full process. So how do I help people price their services? That's not by telling them what I think it's worth it's by helping them understand how much it is worth to their ideal client plus with a mix of market research as well that you can do, you can come to a reasonable price point that will, you will then through practice, raise over time.
(13:38):
The next thing that I really do. Do you believe that your business case has no business telling you is Johnny your ideal client now by that? I mean when you start talking about what kind of services you're going to be providing services fourth. Yes. They can give you guys. Yeah. And they can play devil's advocate and put the cat amongst the pigeons to help challenge you. But I'm seeing this a lot where business coaches, they turn around and say, well, I don't really feel that there's a need for that. And if that's coming from an unbiased perspective, fantastic. And that's something that I do pride myself on being able to do and being able to take a step back. But if they're coming from a bias of, I don't feel there's a need for this service because I'm not your ideal client.
(14:27):
And they might not say that last bit, that you have to look at that and think, okay, hold on. Is the person telling me, give me this advice, really understanding the value that I'm giving here, because if you don't see the need for it, because you personally aren't suffering from that pain point, you personally don't have that goal, then yes. You're not going to see the value in it, but you have to look at your ideal client and go, okay, hang on a minute. From that perspective, from that, that Rose tinted glasses, whatever tinted glasses they all looking through, do they see the value? And in a lot of cases, you wear your rider and that doesn't necessarily happen across the board. That's not always true. You can come from an expert who has learned, has a learned skill that you can help, even though you've never actually experienced a problem, you have the skillset.
(15:16):
So let me give you the example of a heart surgeon that may not necessarily have suffered from a heart problem in the past, but they have the skills and the whereabouts and the, and the expertise to help somebody. So in that instance, this doesn't necessarily work so well, but for a lot of people, they have, they're doing what they're doing because they've been there and they seen there was a need. Now, this is where I'm going to get. You, give you a little bit of extra advice on this one. So you business coaches, this is telling you that there's no need for that service. If they're coming from a very personal perspective, instead of actually looking at on biasly and going, okay, hang on. Who are they targeting here? Who is their ideal client? And do they see a need for it? But there's also, you've got to watch out for yourself guys, because this is where again, it's, there's, there's, there was always a gray area, right?
(16:04):
Because having been through, through the scenarios, you can sometimes be a little bit too close, and you can start judging your ideal client because you know what they need, you know, that actually what you wanted in the first place isn't necessarily the whole truth. And the actually what you needed was very different to what you wanted, but she still have to recognize that. And a lot of them, a lot of people go wrong. They start focusing on, well, hang on a minute. You might want that. But actually what you need is this your ideal client where they're at right now could give a crap. They want to make sure they get what they want. And so you have to do this thing where you sell them what they want and give them what they need. Now, that doesn't mean that you miss out myself and that you sell them what they want. And then actually they don't get what they want. And you've given them something totally different. That's not what I'm saying. That's bad.
(17:02):
That's what, that's a very bad thing to today. What I'm saying is, is that you have to Mark it on the warrant and inside of the product, the route to getting there, we'll give them what they need to get, what they want. But you have to understand that when it comes to marketing, not to be judgy, yes, you can do a little bit of hard hitting marketing and some truth bombs around the root cause of that problem. But even at that front end, you still have to get them in through, Hey guys, this is what you're saying. You wanting. Right? Okay. Well, here, I'm here to tell you that you can get that, but here's where you're going wrong. That's great. If you could do that, that's fantastic marketing because you're showing them where they're going wrong. And it gives them that Tiffany moment where the, Oh gosh, yes, I want this.
(17:45):
The reason I'm not getting it is because of this. And so actually need to do Y okay. So we have to be able to do that. But when you get, become so close to it as the curse of the expert, because you've been there, done it, come out, get assigned. And so you get so focused on the nitty gritty of the process that you forget the actual juicy one at the very beginning of the golden carrot, that there's a reason why you're bounced from that journey in the first place. And so you have to be careful that you don't fall into the same trap as some of the business coaches out there saying that they will there's, you know, there's no need, or you should be focusing on this. Now you should be focusing on selling them what they want and then giving them what they need and through the process of education, educating them on the root, the root cause of the problems they're experiencing giving them those epiphany moments.
(18:34):
And that's how you're going to be able to convert them into a product ethically and transparently, but still being able to get their attention from the word go. So always sell them what they want. And if a business cage is telling you that they don't really think there's a need for it, don't necessarily write it off immediately go and do your own research. And sometimes that research might be, let's just try this baby. Let's just see, let's put it out there. The validation comes when people buy, if people are buying it, then you know that there's a market for it. If you put it out there and you've done your best again, you have to really look at this. You don't just slap something together and put it out there and hope for the best that you've properly. Put some efforts of backing, small articulation and some real thought behind how you're putting this together.
(19:22):
So again, this is where your business coach to step in to help you to do that, to give it its best chance possible. If you do that as you put it out there and you don't get anything, then okay, then maybe, maybe that's a sign that there isn't the right, that isn't the right thing. But let me, let me give you the, if you haven't already had it before the fripperies example I think I was pronounced for Frebreeze wrong or February's February's I can't remember how you pronounce it anyway. You know that this money, this money source that you pay your patents, making smell nice onto fabric. So the, they made a massive marketing era when they first brought this ingenious liquid out. So they went on the angle of selling it to people who had so many homes. People, dog owners meant stinky teenagers, so many children, so many things, whatever it is.
(20:13):
And they started marketing. And you probably, if you're lucky, if you watch TV over the last sort of 10, 10, 15 years, we'll say you wouldn't remember these outfits where the parent walks into the stinky teenager's room and holds her nose and discussed how to stuffed a couple boys room smells. And then she goes in and she sprays for breeds around because, Oh, there you go, much better. It still looks like a tip, but at least it doesn't smell like one. And it completely died. It didn't work. Yes. You've got the odd person you come in and you came into use it. But that wasn't what was the, you know, there wasn't quite the right angle. I think we're actually attempting to fit a product with an ideal client that didn't match. And the reason for that is because people who live in that smell get used to it.
(20:58):
It's something that used to, it's not a pain point because smell scientifically you get used to, or you're a certain time you become accustomed to a smell and that fool, you don't necessarily see the need anymore. So you can see how there might be a problem there. So they had to go back to the drawing board and instead they decided to go for, and this is where I use this example a lot for my shoot, the shark and build a bridge is scenarios. So shoot the shark. We're basically there'd be a bleeding neck issue and a problem that needs to be fixed. Now the stinky teenager could technically, because as that shoot the shock person, however, they weren't there. They were not seeing the need for it. They didn't have much of a problem because they were accustomed to the smell. It's like, unless someone else came into the house and went, geez, Barbara, you'll how stinks they're going to be like, Oh, does it?
(21:47):
Oh my God. And then maybe that might take them into going out to buy for breeze. That in that scenario happens, that it makes that, that just might not be the case. So they realize that actually the need, the audio client was more of a build a bridge, the person who looks after their house. So Mark has his incredible, you know, bachelor pants and wants to make it his pants pristine, beautiful and goes in there. And he, he, he wants that extra clean smell. She wants to extricate and smell. You see, I'm trying very hard not to be sexist here. But yeah, so it's the people who want that extra clean smell. After that everything is pristine looking. They then want to spritz it around. So it smells clean or looks clean, but it smells clean. They went for that angle and that's when they hit gold.
(22:42):
That's when they realized hah, the, this is actually our market. This is who we're going to. Now, the beauty of being a service based business is that you have control this isn't eight stationary product that you then have to try and find who the market is, let the market guide you or what you need to deliver. And that's what I said that sometimes your ideal client may have been you. And so if that's the case, you know that there's a need because you had an eight. Okay. And just make sure that you're not making this up. Sometimes we convince ourselves because you want a successful business. This is where our stay at Gabriel and I were already wants successful businesses and really want to sell that thing yet. I needed it. And you kid yourself that that was the case when it wasn't. So you put yourself back, you know, travel back in time to that mindset that you were in.
(23:25):
That's where you should be looking, going back to then figure out what it was that you wanted, why you embarked on that journey in the first place, sell them that then your program gives them what they need. And during your nurture process, how to educate them through that process, if this is what you're you want. Yes, but this is where you're going wrong. And this is what you to help. And this is what you're going to be buying. So there we go. Hopefully that gives you a good rounded unbiased opinion of the situation to help you figure out what's going to be successful. And what's not going to be successful. Whether that's improving a product, a product from scratch, adding new things to your business, or starting a business from scratch, whatever that looks like, that'll help you a little bit, but make sure that if your business coach is giving you the advice that they didn't feel it's needed, as long as they're coming from the perspective of being on biased.
(24:16):
And they are putting the cat amongst the pigeons to challenge, you don't necessarily write it off, you know, have a thing yourself. Are you being the Dingus? Are you actually understanding that this isn't the right, the right thing to do? Or is it, you know, some of the, like, like I said, sometimes it's a case of just chucking it out that do the best job you can and, and validating it in that, in that way. I much prefer that kind of market research and funding about collecting data for goodness knows how long, especially when you Chuck it out there. And the problem with market research, when, where people don't have to put money where their mouth is, is exactly that they know they everyone's a critic, everyone's got an opinion and they're happy to give it away for free. But let's see what people are willing to pay for my favorite kind of market research.
(25:01):
So that'd be good. That's, that's the second thing that you should be being cautious on. And the last thing I want to talk to you about today is, you know, possibly one that we've all come across. Absolutely. If you've been hanging around with business coaches while this is just one size fits all approach, well, this worked for me. So why wouldn't it work for you or it must work for you not the case. There are campaigns and strategies that we use. I mean, I run three businesses and they're the strategies that we used in one don't does not work with the other, you know, there are different types of businesses and they, they have to be treated separately because they have separate audiences, separate angles, different needs, different ideal clients. And say, we have to understand that just because it works for one thing, doesn't mean it's necessarily going to work for another.
(25:49):
So again, look at this, the perspective from the perspective of is the person that's showing me this campaign strategy way of doing things. Do they have the exact same business model, either client way I want to work is everything matching up congruently and you're looking at and going, yes, everything is very seminar. I can learn from this person. They've been where I want to go. They're definitely the right person to be learning from, or are they teaching you a one size fits all approach to the wrong people? Cause I've seen this as, this is why so many people end up getting burned because their business coach just goes, we'll just, did you just do it this way? You know, they've got a Facebook group, that's going to be the way for you. Not true. Facebook work groups do not work for every single business.
(26:39):
And it doesn't also, doesn't also work for every single business owner type. You know, the ones upon a time I loved running a grape. I don't particularly anymore going to be honest, not in the way that I used to run it. I, you know, I have a group and I put things out there, but in, in the way of, you know, being there constantly like almost like running out loans, like some kind of pay for membership, but it's actually free. Doesn't like me whatsoever. And it's just an app. And I'm very honest about that. I'd much prefer to, to create this podcast. I love creating this podcast and delivering information and help to my audience in this way. So, you know, it may not, you know, there is more than one way to peel an orange. You don't have to do it the way everyone else is doing it.
(27:23):
You've got to do something. This is another thing like, well, I don't want to do that. And I don't want to do that. I don't want to do that. I'm like, well, Hey, how's anyone ever actually going to see you? If you're willing to do any of them, you know, you have to push yourself out. You're compensated a little bit and pick something. Otherwise you're going to be hidden from everybody and that's not going to work, but there is more one way to pick more than one way to peel an orange. And you can absolutely find a different approach. You know, we, we run Facebook ads, competitions. That's great for an aspirational business, but when it comes to a business, you know, like I said, it runs for like gut health or, or something that people don't really want to share. Then that's not going to work because the Facebook ads, competition campaign relies on people sharing it to the world.
(28:07):
And if they're not willing to share it to the world, then that's going to be no good. Also, if you have a capacity issue for the business model that you've got at the moment, then it's not necessarily gonna bring you in the biggest amount of money either. So you have to look at every angle. It doesn't not, everything works for everybody. And I know I'm kind of preaching to the converted here. You're probably nodding your head and go. Yup. Yup, yup. Jen, I get all of that. So why are people still buying into these one size fits all approaches that stop with the sexy funnel thing that, well, wow. I've seen how amazing it's worked for you. So it must work for me. It's just not the case. And less it is right for your business. And that's where you have to look at the person that's selling it.
(28:50):
Have they got the same kind of business model? Am I looking at this objectively? Is it going to work for my business? It's also like for instance, people will try YouTube. Great. YouTube is fantastic, but does your wider clients search for your services then search for your services? Then there's no point using YouTube. If you see where I'm going with this, it's a search engine. So if they're not searching for it, basically you're just putting up stuff on YouTube that no one ever watches because no one's searching for it. So what's the point of wasted energy. It's a strategy. Yes. That works for, you know, like you type into YouTube, how to make a cake. Like every man and their dog has search and not right. People searching how to do these things all the time. So you have sort of get these things objectively and think, okay, is this right for my business?
(29:33):
So when you were looking to pick a business coach, rather than looking at the, you know, with starry eyes at that giant audience or story at their amazing Facebook group funnel, or starry-eyed at this amazing high ticket webinar thing that's going on and they're promising all of this stuff actually just really measure it up and make sure that the business case that you are buying into is being honest with you. The business coach that you're buying into has the ability to be able to see when it won't work and that actually this whole it'll work for any business. If anyone's ever telling you that, then you need to run pretty far away. So there'll be gay the controversial episode, but I'm hoping that it brings a bit of truth to you know, to what used to be looking out for and to help you, you know, get some clarity around the decisions you're making around your pricing, around your services and who you're buying into, because I think it's really important that we buy into the right people that can help us.
(30:35):
So yeah, there we are, it seems really odd to end on this, but if you believe that I am the right business coach for you, then please do get in contact. Let me know if you want to chat about how I can help you become the number one choice in your market, how we can talk about articulating your services so that it gives you your ideas and your services, the best chance possible or how I can take you from where you are right now, which could be very, very successful to really cranking it up a notch, become that category of one unrivaled. Number one choice in the market. If that's you then pick a call with me the both links to the evolve and elevate strategy session and a clarity call that both of those things are available in the show notes. So do you dive into that and pick one, let's have a chat, let's show you some more of my processes and the strategy session. So you can make that informed decision really hate you, enjoy the episode and I'll see you.

Jul 22

Four Types of USP to Differentiate Your Business

By Jennifer Hall | Podcast

Struggling to FIND your USP? In this episode I’m giving you four different ways you can find or pioneer a completely unique concrete USP to differentiate your business and become the number one choice in the market.

Useful Links:-

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

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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):
Need a little help finding your USP. In this episode, I'm going to show you the four different types of USP that you can use to differentiate yourself.
Hey guys,to another episode of the expert on rivaled podcast, my name Jen Hall, your business positioning coach and market leadership expert. And in this episode, I'm talking all about USP. Now, USP is all my favorite, favorite topics to talk about. And the reason it's my favorite thing to talk about is because I truly believe that it's imperative in this day and age to ensure that you are finding ways to differentiate yourself, because it's the only way you're going to find that category of one status. That unrivaled status is going to pull you apart from everything else out there on the market to become the number one choice. And that's the goal, right? That's why we're listening to the expert unrivaled podcast. And that's what I'm going to be talking to you about today. Now there's something that struck me upon my, my drive back home from taking my mum back to Hawk was actually, there are a few different types of USBs that would really be helpful to identify for you so that you can start to really think about your own businesses and work at how you can pull yourself apart from everything else out there.
(01:24):
Now, for some of you listening to this, you may be wondering as of last week I talked about a campaign that I told you to keep your fingers and toes phosphor, because we were hoping for a million pound launch, a seven figure launch that we were hoping to get. And I'm pleased to say, not only did we hit that million pound Mark, we absolutely smashed it. We came out at 1.4 million, just shy of another half a million. So we were so, so impressed. So pleased. So chuffed, so proud the public was out there that the corks are popping. And we're still not really you know, w we still haven't really sunk in that, you know, during, you know, we are a multimillion pounds market eating company. Absolutely. We're super shocked about that. But the, the amazing thing about that launch is that the amount of money that we brought in over 14 days, just the 14 day period.
(02:22):
And we know that we can absolutely replicate that and just duplicate that kind of money again and again, and again, using the processes that we've put in place. So we're super pleased and, you know, and it's also a sign and I've mentioned this before, but it's also a sign of that market leadership status, because, you know, if we were to have implemented where we have, we've implemented a very similar campaign, this is just like the sick top version. This is the amazing supercharged, super tweaks run at time and time again tweaks couldn't get any better version, but right back in the beginning, we would run this campaign. I mean, it's nothing to be sniffed out. I think it was pretty 60 or eight K that we got on our first time of running that campaign right off the bat and the very, very early days of starting out.
(03:09):
So, you know, it makes money. Yes. But part of the reason we make more and more money each time, and it just grows and grows and grows is yes, because we're not scaling, but more so because of our market leadership status, because we are known in our industry for what we do. And I want to invite you, you guys probably miss last week's session where you, so you'd probably, unless she were on it, you've missed it. But I am running a, another elevate and evolve strategy session that is coming up in August. The link is in the show notes, and it will give you all of the available strategy sessions as any one open at the moment. So if you guys want to get onto that and learn those campaigns, learn the strategies that behind the scenes and the process that we've taken to get from where we were to where we are now then do get on there, cause it's gonna share all of the goodies and the goodness and the insider scoop on how we actually have ever achieved this kind of success and how we continue to just up the bar and up the game every single time and smash it, you know, we're just super chuffed.
(04:17):
So please do hit the link in the show notes, and it will take you over to book you into the evolvement elevate strategy session. They're 20 pounds to join, but goodness me, the value that you will get from it will just blow you away. So I'm really excited to see you on there, make sure you go and book your place. And there are limited spots guys. So, you know, if they get booked out, they get booked out. But I do run them. You know, I say semi-regularly it tends to be either once a month or once every other month at the moment. So make sure you get your you're your bum on the next one. So I w P is a huge deal is part of the reason we've got our market leadership status. And you know, I truly believe that differentiating yourself is important.
(05:01):
So I want to share with you today, those the four different types of USPS piece, and also some examples of ourselves and our clients to give you guys a little bit of an idea, please do not copy or attempt to copy any of these. I'm going to share with you. It's not right. It's out of integrity. And it works that you in good stead at all, because at the end of the day, your aim in this is to be the first. And if you're not the first, then you will always be sloppy seconds. So there is absolutely no point trying to steal somebody's idea. So that's something that out there and you know, I know my regular lessons listeners and probably even my new listeners will not be thinking this, but just as, just as a disclaimer I would really appreciate if you respected other people's intellectual property.
(05:48):
I've seen so much recently about people stealing stuff, like what is up with the world? Like why do people think that's a good idea that they can just take somebody's stuff and take it off? Because you know, it's, it's stealing a, but B you know, it's not going to take you very far because it's just going to show through. And if that's the way you're gonna do business in my experience you don't get far at all, so don't do it. But I am going to share some great examples of my clients. USP is to give you guys an idea of how you might be able to replicate an idea for yourself. The whole point of the USP is that it's unique. So taking it and using it is just pointless. And you really are. You really will be sloppy seconds. It won't be long before other people within our industry, within our businesses that are gonna be trying to do the same thing, trying to copy.
(06:35):
Anyway, they don't, well, it will stink and wreak of you know, of copying and ripping it off. And it won't go down because it's not authentic. It hasn't come from the right intentions and it doesn't come from the right intentions. It doesn't go down well, anyway, I'll start ranting on about it. It just gets my goat. Doesn't it? You, when people do that anyway. So the first one I'm going to talk about is the engineered USP now just very quickly, the USP is not going to come out of the sky and fall into your lap. It's extremely rare. It's extremely rare that you do find them. Sometimes you find them but you will find them in the most unusual places. And hopefully these ideas will help you, but in most USP is, are created. They are thought about because it's possible that you were actually not doing the things that you need to be doing right now in order to take it forward.
(07:30):
It might be that you are, but it's very likely that you're not. So you really do have to kind of put your creative cap on here and have a good thing about how you can actually start adding new things into your business process, model marketing in order to actually appear different to everything else out there. It's not necessarily that something's going to come natural to you. So stop waiting for that bolt of lightning to strike you. It's not going to happen. It's time to put the thinking cap on that. And you start thinking about how can you be different if you're not different, or how can we be? So the first one is the engineered USP. Now an engineered USP. And for those of you who haven't heard my term unique magic bullet, I'm talking whenever I refer to a unique magic bullet, it's my thing.
(08:13):
It's what I talk about in terms of a productized USP, because USP is, can be very ambiguous. People start using things like, Oh, I'm creative, or I've been doing this for X amount of years. They know they're not unique nor have their much benefit to people. So it's really important that we start to actually really extract that USP, give it a name, productized it, make it super tangible. And I'm going to show you some great examples. So you know, engineering USP, so engineered ones, I'll give you a couple of examples. The first example I'll give you is my amazing clients. Aleksandra LendSquare, she helps corporate women who have got divorced to start the next chapter right life. She's got huge experience in the luxury fashion industry. And she's worked with companies like Chanel and things like that. And she specializes in health women.
(09:11):
She also has a big passion and for helping women to move on after a breakup. And so she's combined these two things amazingly to have belief is, is that you cannot really, and truly become a next level version of you without bringing in the reality into your, into your life. And I'll tell you exactly how she does that. So basically she uses coaching to help these women move forward, but equally in order to start creating a new life and a new version of yourself, you actually need to start thinking about the kind of clothes that are wearing. You need to think about your environment and, and really kind of purging out the OLS and recreating this next level version of yourself. Otherwise, you're always looking at the past and whilst she thinks it's important to bring some elements of you with you, you also, they need to start looking forward and start thinking about who you are to be, but you need actual physical items to actually embed that next level version of yours.
(10:19):
And so she actually has the next level here method, where she helps to combine the purging in cleansing and reinvention your mindset, but also the person and the cleansing and the re-invent Shannon renewing of your ward, strobe and environment, which is just incredible. And she puts those two things together to help women move online. You know, it just sounds amazing. Anyway, anyway, he's watched queer eye for the straight guy where they go in and they kind of like redo the whole house and things like that. You know, she, she does all of that stuff and it sounds super, super fun. But she's just amazing and the way she does it. And that's just that for me is just, it's, it's kind of like a groundbreaking new way of thinking about things. I really don't think many people out there doing. And as you can imagine, yeah, she's very niche as well.
(11:12):
So she's got a very niche market that she has, and she's taken that. And obviously, yes, yes. That method could be used to help so many but she's chosen to help corporate women who are, who are recently divorced, that's her nature, and that's gonna set her in good stead for business plus with this amazing method that she has and she's brought to the table. Yeah. She's engineered pulled two things. Yeah. You know, in terms of like, you know, the divorce coaching side of things, and then her background and experience in, you know, luxury brands and pulled them together to really create something that works, that really helps women to step into that next level version of themselves. So they'd be great. There's an example of something that's been engineered taking two different things, put them together. And you know, they've evolved into something completely new, a completely new method.
(12:04):
And then you've got my amazing client attach at Bray. We worked together for a short period of time and she does something called success imprinting, which is very much grounded in a very special and unique way of helping people at a subconscious level. She's taken old ideas and reinvented them into something new. She knows she's got huge experience. You know, as a social worker, the social worker background, she's got huge experience in various other new methods that she's been working with over the years. And she's taken that experience, taken that knowledge and that almost that research of working with hundreds of clients to realize what actually has a long term effect. And so now she's, she's helping incredible business leaders to break through the imposed ceilings on them selves by getting rid of their success saboteurs using the success imprinting formula, which is just incredible.
(13:10):
So that's that's Tasha that again, she's engineered that herself, you know, and that's, that took time for her. And as you noted through both Aleksandra and Natasha, they they're experienced in what they do. They've had years of experience and they're pulling together methods that they truly know and are grounded in science and, and, and their experience and, and research, and actually their own experience pull that together to engineer something just incredible. So those are the couple of examples of something that's engineered. And the other thing to remember is that there are no new ideas. So, you know, all of these things will be something that's probably already been thought up, you know, someone's already, already thought it, or those in isolation, the ideas exist, but it's about putting them together. Yeah. And it's about putting your own spin on things and, and, you know, really bringing you into that method, think about how you can put that unique stamp on it because that's really, really important.
(14:09):
And that's where the whole copying thing is really wrong because, you know, I've given you you know, the, the high level overview of, of this, this engineer's method, but at the end of the day, there's a lot of thought that's gone behind this. This isn't just as simple as that's what I've just told you. They've got a whole science behind these engineered ways. So that's why it's really important for it to come from you. What's really important for it to be authentic, but you can absolutely use your own experience to engineer something together from, you know, ideas that have already existed. It will never be completely 100% born from something completely brand new. The ideas will be inspired from ideas that already exist. It's just about how you make it. And that's really important. And then, you know, like I said, be the first stop sitting on ideas.
(14:56):
If you're worried about other people taking them forward, then you know, do something, stop sitting on it, actually get out there. And that applies to all of these. I'm about to talk to you about the next one is the secret USP. Now this is one where basically either your industry are doing it like everyone in your industry are doing it or something that you're doing, but you're just not talking about, or the industry isn't talking about. And I've given this example a million times on this podcast, but just to kind of weed it out again around that that brewery where this guy was walking around, trying to find that kind of marketing angle that he could use for them. And he noticed that they were, you know, what hand washing the bottles to purify them. And he was like, this is amazing. Like why, like you had to wash all the bosses like, well, yeah, it needs to be pure for the, for the, for the bear to go in and can't have anything in it.
(15:46):
So we need to make sure that our handwashing and checks and quality checks to ensure that it's pure. And this guy was like, well, this, this is amazing. Why are you talking about it? And he was like, well, you know, everyone, all the breweries do it. But the fact of the matter is no one was making a song and dance about it. And that's really important to remember that, you know, whether you're doing it already or whether your industry is doing it, what can you really pull to the forefront of your marketing that you're perhaps already doing? That actually would be the huge benefit other people don't know about. And again, you know, you snooze, you lose. If your industry isn't talking about it, then boom, you know, that's up to them. You need to start talking about it. I'll give you an example of my, one of my old clients study keyhole is a perfect example of this.
(16:36):
She's a mortgage advisor and she helps specifically self-employed couples and self-employed individuals to get mortgages now. Yeah, she's involved because you know, that market needs them because unless you know anything about the mortgage industry and how to get the best deal, then you're going to need her, but you don't necessarily need her specifically. You go to any mortgage advisor who helps self employed people and get the same kind of service. But what made her really special that made her really, really stand out that she wasn't talking about. She was just doing it for free was that she was chasing everything. She was chasing the solicitors. She was chasing the state agents. She was liaising with that, with the accountants. She was doing all of these things. So you don't have to worry about the thing you can carry on with your business.
(17:24):
You have to worry about figures or anything like that. She will saw everything for you. So you wake up one day with a mortgage and you wake up the next day with a house, not quite as quickly as that, but it's, it feels like that it's seamless. It's stress-free and you know, if anyone's going to choose a mortgage advisor, it's probably going to be her, if she was to talk about that. But she, she wasn't, she was just doing it. And it was just came as a surprise. But as soon as you start to realize benefit, this is to your ideal client, particularly a self employed person who runs businesses. You're really busy and have time to keep chasing for things like that. You just want to know it's in good hands, that someone's on your, in your corner, making sure that things are working the way they should behind the scenes and from a place of expertise.
(18:07):
Because my God, like the amount of times that, you know, you're just like, you're chasing and they're giving you the run arounds and you've got no kind of empowered knowledge to kind of argue back. So you're just like, okay, yeah, whatever you say. She knows every trick in the book. Yeah. So she knows the truth of the matter, and she can get behind things and really give you an insider's view as to how the process is moving forward. So, I mean, it's just invaluable. And so when we actually extracted it, gave it a name and called it the trusted chasing liaising service, this is now become something that is completely unique to her and has services in her business where people will want to go through Sally keyhole to get that mortgage, because they know that they're going to have this incredible service. So that's really, really important to think about what are you actually already doing?
(18:52):
That is a huge benefit, or perhaps your industry is also doing, there's a huge benefit that nobody's talking about. What can you start really putting shining a light on that? That's the secret USP. The next USP is the backdoor USP. Now the backdoor USP is basically it's almost like we're always finding a gap, right? Like it's always about finding the gap in the market and leveraging it and really taking that forward. But this is a way of fading. It is about finding that gap where you're still perhaps doing the same things as other people, but you're providing something additional, almost like a supplementary USP. And let me give you a sort of example of this. So in avid track, for instance, where we're coming up with our USP, we were thinking a case of what's the missing. Yes, everyone else is booking people into it, but what are they not doing?
(19:47):
Where's the gap. And we found that, yeah, people weren't being supported in knowing that they are actually going to feel confident in getting to the summit of wherever they're going to their base camp of wherever they're going. And they have a lot of concerns and worries that they needed to get help. And you know, in either just from the fact of like making sure they've got the right equipment and all of those sorts of things. So we found that gap and we went around the back door. We're not like reinventing the wheel here. We're still booking people on the trips, but we're also providing something additional to the service to give them something extra. That that is very much needed, builds trust with people. And it positions you as an expert and it makes people want to work with you because, you know, we provide a lot of upfront the value to our customer base.
(20:35):
And so, yeah, they're like, okay, well, who else? I'm not exactly gonna mine. All the information with you, build trust with you and then go with someone else. When you give that kind of level of service, they're just automatically going to enroll and they do. And they pay with us because not because we're trying to rock them if their money, but obviously it comes at a cost, these different things that you put on and we have the best available in terms of porters guides, all of those things. We're not just good in one area. And that's the thing about market leadership here is just kind of give you that insider, this isn't about being great in accident in one area, you've got to think about the whole shebang. You know, it's gotta be about everything. It's gotta be about the customer service. It's gotta be about, you know, really finding something.
(21:18):
That's a benefit. It's great having a USP for your marketing so shiny, but how much of a benefit is it to your market? It's gotta be a benefit to them. So you've got to find what is the best in the world. Look like something, Andy always says, what's the best in the world. Look like, how can you be the best in every area so that your customer has the bat and your clients have the best experience possible, right? From the word, go from the moment they come across you to the moment they become a client to the moment they, they, they, they were way in the ping back to you again, to get the next thing from you. And so, and so forth. You elongate that lifetime customer experience, that lifetime customer value for you. So it's really important to know that that isn't just like, Oh, you know, let's just get this this amazing USP done and on your happy successful.
(22:08):
No, no, no, no, no, no. The market decides if you're a market leader, not you. So you need to up your game in every area. And by the way, that's something that I share with you inside of the elevate and unfold strategy session as well. I have a particular method that I focus on different areas that I focus on that you need to be excellent in all of these areas in order to reach marketing level. So, and that was one thing we did. We, I also worked with Paul and Tracy Smolinski from intro base and amazing an amazing networking organization. I would probably say the fastest growing networking organization in the, in the UK based in South Wales and have franchises across even as far as Sweden just amazing, really love what they do. They worked with me to work specifically on the unique magic bullet and the U S productize USP and something that they recognize that they were already doing to a certain extent.
(23:05):
And that's the thing you have to realize here is that this is about fitting things into boxes. It might actually touch upon each of these areas that I'm talking to you about. But you know, they are helping to create not just a great platform for networking, but actually an amazing network of master networkers who know how to utilize to its fullest, a networking platform, wherever that may be. And so something that they realize that they kind of do already, but really productizing that is that they came up with a master networker program where they're extracting their knowledge of how to be the best networker without any itchiness, which I love. And, and, and really, you know, make money from networking as well, because you know, a lot of people want to do networking without the egg, but also didn't make any money.
(23:53):
And it's like, well, hold on a second, we need to be smart about being strategic with our time. Right. All about the strategic visibility, by the way, if you haven't listened to the episode, it is a stinker. And it's one of my most listened to episodes. I think it's episode 38 as far as I can remember. But yeah, that's just a great episode. Please do go and listen to that, but yeah, you've gotta be strategic about your visibility. Is there a point like going to networking events if you're not actually gaining anything from them you know, that there's so much opportunity to be had, not just the money, either collaborations, doors opening, who do they know, but we've gotta be smart about how we, how we do that and also come across in not pushy way either. So there's a good balance to be had.
(24:34):
So anyway, they've created an actual program that they give to every single member who signs up like that's amazing. That's really cool. So again, finding that back door, what other networking places not doing okay. Where they're not focusing on that. So many people focus necessarily on the, on the kind of like the mentoring business side. That's not why people joined you guys. That's not why people came to you that came to you to network with other businesses to get out of clients, to find opportunities, you know? And so they, they figured that out, they worked it out and that's what they're now doing. And it's just incredible as they now doing again, they'll be doing it already, but they were not talking about it, but now they've got some very sort of very tangible that they can now offer you know, to entice new members on board and good for them because they're brilliant.
(25:19):
I've been a member of a chip it's by the way, bloody fantastic. One of the best networking organizations I've ever had the pleasure of attending. So it was, you know, I was over the moon to be able to work with them, to help them with that productization of that USP. And I would say probably this next one is I would say one of the most powerful and most common ways of forming USP, particularly in the service based industry, particularly for coaches and consultants and things like that. And that's the mind blower, the mindblower USP. And this is where basically your shift, it's a concept that shifts the perspective of your ideal clients. So they're just wowed by, Oh my God. I never thought about it like this. Like, it was, it's a real, all of these things are kind of like an epiphany moment or something that's super enticing.
(26:09):
But this one really is that right? It's that apifany of, Oh my gosh, this is exactly what's been missing for me. And now I understand why it wasn't working for me before and now I can see how it works now. I've got so many examples I could use for this. So many examples. For me, it's my UMB. Whenever I talk about the unique magic, but everyone's like, Oh my gosh, yes. You know, if, if product based businesses do this and talk about the U S PS physical USBs of the product, why are we not doing that services? Exactly? Why are we not doing that? Okay. So, okay. Yeah, I see the need for it. And I also see the need to differentiate makes complete sense. Here's a way that I can do it. I didn't have it before. It's that, that penny drop moment for my client then white again, incredible women helping corporates to actually retain their talent by helping women within that organization who goes on, who go on maternity leave to support them through that for when they return, because she recognized that these women were mentally checking out whilst away you know, whilst on maternity leave.
(27:13):
And then when they got back, they left, they came back cause they had to, but they were already looking for the door and not coping very well. So she created this whole new mat leave retainer model, brand new revolutionary that no one else is talking about. No one else is rethinking about no one thought of putting in place. And she's got some huge companies on board with this, which is just fantastic. And I'm so proud of her for really pushing it out there. But that's mind blowing for that industry for that, for that niche of, you know, HR in corporate is just for that particular, you know, maternity leave piece is just like, wow, that's, that's just, it's simple, but mind blowing at the same time. And that's the key here. This is something I really wanted to mention actually with the, it's allowing a concept to be simple enough because people try and make things overly complicated.
(28:08):
And actually that does the opposite. What it can do is cause confusion and they don't understand how it works. You're looking for the simplest version of the idea in order to explain it to people. So they can have that epiphany moment, because if it's too complicated, you're not allowing them to come to their own understanding of what's going on and it's not impressive. And it's not, it's a curse, it's a curse of the expert. Over-Complicating everything, keep it simple. And this is a simple concept and you know, she's, she's productized it, she's trademarked it and she's taking it out to the market and it's just absolutely going down a storm. And other people probably have thought this up guys, but it's just the way it goes. She's taking it forward and she's doing really well with it. She's put her own spin on things she's engineered it.
(28:53):
So not only is it mind blowing, it also touched upon it being secret. It also touched upon it being engineered and to a certain extent go being a backdoor supplementary as well. And there's so many different levels to her service. So it's so malleable for these businesses in order to integrate. So that's one example. Next example is a client I mentioned before as well, core Darlington who is come up with the radical self nurture concept, which is very different from, and she's going to come and talk about this on a future episode of the podcast, but it's basically very different to self care. Self care is like getting a massage, you know, taking time out for you in the evening, I'm in the bath, all of those sort of things. Perhaps going on a retreat would be self care, radical self nurture chorus.
(29:44):
Expective is where you transform your entire life. You are able to put boundaries in place. You have crystal clarity on what fills you up so that you, you can make decisions about your life, which will transform it from the inside out so that you're never put it in position. Why you need to go in a retreat because you're always in a suit state of harmony in a state of calm, you know, you're, you're not coming up with this whole, you know, the choosing struggle, choosing busy, busy, busy, actually, no, I choose not to be busy. I choose to, to be in flow. And it's easier said than done, right. But yeah, radical self nurture methods that she has to help people achieve that flow, achieve that sense of center and peace. Yeah. Where they can be high performers without having the stress, the burnout, the, the, you know, the awful side effects.
(30:38):
Yeah. Of perhaps what sometimes a high performer can have. You know, she's really changing the game on that really helping people to be more productive, to have it all, to have that life with their children, to have that life with their spouse, to travel and to run successful businesses at the same time through using this particular nurture this radical self nurture and her using her thrive method, which is incredible in conjunction with. So again, something that's fantastic mind blowing, different way, different perspective on how to help people in those situations. Know one of my, say an older client of mine, not older than age, but older in terms of what I worked with. Wow. And when it's just incorrect, the bull, she helps people helps business owners, sorry, I should say how's business owners to make more of their finances, to grow their finances, to, to manage them and invest, you know, she's someone who came from extreme debts, overcame that and is now financially free living the life out.
(31:44):
I think it's, she's in Jamaica. It could be wrong. Apologies on one, if it's not Jamaica, but anyhow, she's just, and she had this new concept because the reason why she was in incredible debt was because she's a spender and I was spending by the way, I have that in me. And I'm trying to recreate new labels by the way. Do you have a tendency with what? My way, my money mindset has been Bobby brought up as a child. So as a father, I have those tendencies, but something that she does is instead of, I tried to like suppress the spending, you know, in the start like a budgeting and pulling everything back. She helps people who have that way inclined that's her niche is helping those, those businesses who are spenders. She comes out with this spending plan. So rather than budgeting, she's like, okay, well, let's prioritize what you're going to spend on.
(32:33):
Right. You know, what, what, what, what are you going to buy and why? So you're intentional, you're purposeful a new, different way of thinking about it actually works in alignment with your normal tendencies, but you're able to see the truth of the matter. And you're able to pull your head out of the sand as a spender and actually look at things objectively to go, okay. So where am I spending? It's not, it's not bad to spend, but where am I spending it? Why am I spending it? And is that feeding into my goals? You know, it's not really getting me to where I say I want to be yes or no. Okay. So maybe I don't want to spend it on that. Maybe I want to spend it on this. So different way of thinking again, mindblowing something that's like, Oh, wow. I never really thought of things like that before.
(33:15):
That makes total sense. Another one of my clients Malayne Lee, absolutely amazing. I love my name. She has something called inspired marketing because she believes that's the reason why people have failed launches or they end up struggling whether or not pushing, pushing, pushing, pushing, and never really seeing any real amplified monetary results for their efforts is because they don't have this inspired marketing piece. Whether, you know, you are aligned with your business, the business purpose, and with the actions that you need to take. There is no skin in the game. There is no excitement. There is no joy, there is a flow. And so she helps people to get into this inspired marketing States in order to produce amazing launches in order to really amplify their business, amplify their wealth and amplify their impact. Again, something a different way of thinking about things, you know, and again, that kind of touched upon the engineered side of things because there's a lot of science behind what she does in terms of, you know, psychology and mindset and actually how to get you from, for me to be.
(34:26):
So those are some incredible examples from some of my amazing clients who have created just amazing USPSS and really rocking it in that industry. Just, just absolutely mind blowing. So super proud of all of those who I've mentioned and yeah, there we are. So I'm hoping that these four different ways of creating your S pieces really helped you remember being the first stop, waiting around for permission, just get that out, get it out there. And you know, if you want help with creating your product ties, USP, your unique magic bullet, as I caught it then I do run specific intensives around that. You'll also, if you want to have an opportunity to apply, to be a part of my elevate program which is my 12 month program, which takes you through that you think magic bullet phase plus the niching phase and the messaging and takes you beyond it to really start taking that to the market and positioning yourself as a market leader.
(35:26):
So whether you're interested in elevate, whether you're interested in intensive or perhaps different option than do, make sure that you book a call with me or get yourself onto and evolve and elevate strategy session, both the links are in the show notes. Do make sure you go head over to that, click the link and anyone who's wanting to pick a call without actually having to click anything it's bit dot Lee forward slash clarity call podcast bit dot L Y forward slash clarity call podcast. And guys, I look forward to seeing you in the next

how to play bigger in business
Jul 15

How to Play Bigger in Business (the practical steps)

By Jennifer Hall | Podcast

We hear it all the time ‘I’m ready to play bigger’ – but what does that actually mean and what can we do ‘practically’ speaking to start reaching that new level in business?

In this seriously juicy episode we talk about –

  • Overcoming the fear of doing things differently and what that actually looks like.
  • The practical steps you can take in your business that will support a new level mindset.
  • The big mindshifts you need to make in order to achieve market leader status and how to make them!

Useful Links:-

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

Book a Call with Jen  – bit.ly/claritycallpodcast

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):
In this episode, I'm sharing the actual practical steps that you can take to start playing bigger in your business and go for that market leadership status.
(00:18):
Welcome to this episode of the experts unrivaled podcast. My name is Jen hall, your business positioning coach, a market leadership experts. And in this episode, we're talking all about playing bigger. Now we hear this term a lot, you know, I'm ready to play bigger. I'm ready to do this. But you know, in actual reality, what does that mean? And how can you play bigger? When we say this term, I feel like we're trying to say we're really kind of fighting against the thing of, I feel small and I don't feel worthy. I don't feel enough. And so for me really, it's about taking those practical steps towards re articulating who you are, rewiring your brain on your worth, and really understanding the practical steps that you can actually take to get you to that next level, you know, around feeling on fire, confident that you really owning your worth and what you stand for.
(01:22):
To me, that is so important in business. Because I see so much of the time that this feeling small, not feeling enough you know, almost feeling like you're at the you're at the bottom rung of the ladder. It really puts you in a very weak position in terms of where you show up to your potential clients, it really puts, it puts you that, and it shows up in every piece of content that you put out there in your energy when you show up on video and when, when you're on audio, it's really important for you to understand your importance, why you're so special, why you're so needed because each and every one of us is important. And it's something that I wrote in my book. We don't talk about enough. Actually I've written a book if you don't know, already called expo rivals, which is where this podcast's name came from.
(02:19):
Actually the book was out first do you know, you can download it on on Kindle or, you know, buy it from Amazon. But in that book, I touch upon something that's really quite close to my heart. And that really makes me feel almost vulnerable thinking back to that time, but where I felt that I was more of a nuisance than I was a help. And I've carried this throughout my entire life from childhood, this feeling that I'm in the way and the, you know, almost it's all for later become was, brings me to tears about it. And I don't know if this resonates anyone else, but that feeling if, you know, almost like the world would be better off without me in it. I, I, I don't have that anymore. Thankfully, like that is completely eradicated. At least I think it is until the next thing triggers it I'm sure.
(03:13):
But as far as I'm aware, you know, I don't carry that with me anymore. I, I really have worked very hard on getting rid of this ridiculous belief that I've been holding for very long time that affected me and held me back for so long. It's so important to remember that you have just as much of a writer to be here than anybody else. Yeah. And that you have just as much value and potential as anybody else. And that the things that you see out there that you compare yourself against where you look her out there and you think, wow, you know, recently I, you know, I've got, I've got a lot of lovely criticism about my podcast around, you know, or gosh, she sounds so articulate. And wow, you know, you come across so well when you speak and you, you really blew people away.
(04:04):
I didn't use to be like this. And in fact, I used to listen to other people's podcasts and look at other people speaking on stage you know, my coaches and I look in all of what they did. It was just like, wow, you're just so articulate. How do you come up with the stuff? How'd you come out with the stuff and how do you know what to say? And I realized it's all down to belief and it's actually a learned skill. It's not something that necessarily comes naturally. It's something that you have to work on and it doesn't necessarily happen overnight either, but it's definitely something that you could work on and actually learn that skill that nobody is like, has this special superwoman Superman ability to just, you know, one day they're just born like this, you know, we have to nurture ourselves and we have to embody that.
(04:58):
And so when you see examples of people, you express in a way that you want to express who have she be and things that you want to take on board, it's so important to actually, rather than use that as kind of a comparison itis actually use that to your advantage and, and almost copy those ways of being really take them on board and yeah, Bodie them yourself. And my partner tells the story all the time. He used to be painfully shy, like seriously shy. And he used to you know, people used to walk in the room, he'd look at shoes. So there's no way he was looking. Anybody in the eye really did feel like that. You know, painfully shy teenager never say be to a goose, just get me out of here. I don't want to speak to anybody type of person acid.
(05:46):
And then he met this guy rich, who oddly now, like, you know, he's, he's traveled the world yet. He's kind of stayed, stayed back the same hometown. But the school that our daughter goes to he's this guy who I love to talk about as recently. I say recently our daughter's older than his, but his started at the same school. And they've met up now at a different stage in life anyway, to give you some contacts, this guy he met at the gym and he used to look at how confident this guy was. And you know, he saw him like with, with like other girls, I was just like, how he, how he'd just be so confident in front of them. I'm not in a horrible sleazy way, but just how chatty he was, how friendly he was.
(06:35):
And, you know, they're kind of the T attention, how people wanted him in the room because of his energy. And he looked at that and he did exactly that really, rather than comparing himself, he actually looked at these behaviors and started to kind of think, well, I can do that. What's stopping. What's different about me. You know, the only thing that's stopping me is me. I'm I just need to be like, I just need to behave like that. And they will achieve, they will achieve the same sort of outcome I want to achieve because, you know, he didn't want to be shy. He didn't want him to not be in a, you know, have a, have that presence in the room. And now, like if you were to meet Andy, you just, and if you have that, you just wouldn't believe me. As I said this, you know, he's so confident.
(07:22):
Very articulate comes across really, really well. Always gets the speaking gigs right around about that. Just like, Oh, Andy, I'd love for you to speak. You know, people want to be around him. He's very, very engaging all because of embodying the behaviors of the people that he saw and went, wow, I love how they are. And it's not about like you, when I use the word copying, I don't want you to think, like they're copying the words more. It's more about, you know, embodying that mindset, embodying that way of being and you know, really coming to that realization that these people aren't special, that just being them, they're just doing that thing. And there was nothing wrong with you know, surrounding yourself with people like that and really kind of like, you know, vibing off of that energy so that you can emulate the same kinds of things.
(08:20):
There is absolutely no reason if you admire quality in somebody, it means that you can recognize it. And the reason you can recognize it, it's because it's within you. You just need to harness that and really bring that out in yourself. So nobody else is super smash or, you know, it was born with a silver spoon in their mouth, as it, as it were, when it comes to these things, you have to recognize that and realize that you can't be that if you want to be it's just a case of working towards it is a learned skill. It is practice. And it is about being brave because we're doing behaving in ways that we didn't before. We're thinking in different ways. And your brain will like to tell you, you think you are you know, to, to, to behave like this, to think like this, to feel this way, it doesn't like different.
(09:09):
It likes same. And so when we recognize that science, we know that it's going to get uncomfortable and we have to push through that in order to get to that next level. And it will be uncomfortable. And you'll have what my, my dear business friend, Helen Packham taught me about around vulnerability handovers, how, when you put yourself out there and you do these things that are different makes you feel the next day, I'm not gonna lie. Like you start, it's almost like that cringe fast. We were just like, Oh God, I really do that. Did I really say that? And you're your own worst critic. That feeling by the way, way is utterly normal. Yeah. Is totally, totally normal. And so please don't ever feel like that. You should let that vulnerability hangover stop you. It's part of the process, but you have to recognize that no one else felt that way.
(10:01):
The person who's digging in is you. And you've just got it. You got to keep at it. You've got to keep going. You have to keep working on that mindset. Otherwise, you're just going to get put back. But anyway, I wanted to talk to you about the practical steps today. Cause I'm talking a lot about mindset here and what it is about mindset. There are some very practical things that you can do to, to help you up level and get to that next then up to that next stage, just before we go into these practical steps I just want to kind of update you a little, have you been following a recent campaign that we've released over in the adventure travel company? And we were going for the seven figure Mark. And I when I'm recording this, we haven't quite actually hit that yet.
(10:46):
That's not over, we haven't quite got there. But we are hoping to still hit it. We're all we're well on track to hitting it. We're at we're at the 800 Kmart, which was so, so, so proud of. So that's just like, you know, thank you for all of your fingers and toes that have been crossed for, for, for us. We're really, we're really chuffed because as again, it's a, it's, it's, it's a recession, there's a pandemic and we're, you know, that side of the business as a travel company. So we're, we're super proud of the results that, that we've got and that we're hitting this kind of seven figure figure launch. And so, you know, by the time this comes out at the time of the time, you're listening to it, I really, we hope that we would have had, I think to be honest for looking at the conversions, we went on track to actually smash seven figures.
(11:34):
So on the next episode, I'll give you another proper update as to where we got to. However, if you want to find out the inner workings of these campaigns that we're putting into place, how we've actually stepped up to play even bigger than we have already been playing because new level, new devil, we're always pushing forward. Yes, we run market leading companies, but at the same time you know, it's, it's about being pioneering, keeping pushing forward, going bigger, going better than before. And you know, that that won't change for us. It's an obligated to do that. We, we raise the bar high and then we raise it again and again and again because that's how we keep progressing, how we keep growing, how we keep moving. And so if you want to find out a bit more about the inner workings behind those campaigns and my process for becoming a market leader from where you are right now, to the things that you can put in place to very quickly get huge growth and get huge reputation within your market.
(12:32):
And then you want to be getting all, if you're listening to this early enough there is actually tonight on the 15th, there is a strategy session if an elevate strategy session that you could pick to that 20 pounds you can click the link in the show notes to become to that. So there's a couple of spaces left. So if you're quick enough and it's not already fully booked, you can jump in on that. Otherwise I've just released another date for August. So do get yourself onto that link, the evolve and elevate strategy sessions to go and get yourself booked onto these spaces. Spaces are limited. I like to keep them in intimate and small. I don't like tons and tons of people because I like to find out as much as I can about you and your business and allow time enough time to for questions.
(13:16):
So if you want to get in that and you want to start looking at pain bigger than do get yourself booked onto that that strategy session is in the show notes. So anyway, the first thing is I kind of want to mention here is a practical step is about not getting caught up in the fame. So, you know, we look at other people out there who were kind of Facebook, famous, LinkedIn, famous engagement, famous. If you want to just give a generic time where they're getting all of the likes, they're getting all of the shares and all of the comments and we post something out and maybe we get two or three likes. And that starts to make us feel tiny, small. Like we don't exist like neighbors listening to us, and it's just not true. People are listening and watching all of the time.
(14:05):
And I'm going to be a bit controversial here. A lot of the time where we see people who have consistent engagement, having to look at the names, they tend to be the same people, the same supporters that are coming on and giving that little comment of support. Now that isn't growing a business for me, that is vanity metrics. And what I want to say is it's really lovely that people support in any one of the same names that common support me. Honestly, please do not think that I'm not unbelievably grateful because I genuinely am. It's really nice. And obviously the more engagement you have, the higher the reach will be. But what I'm telling you is, is the real truth of the matter is that, you know, there are some posts that I put out there that don't get very much engagement at all, but getting really, really high conversion rate of people coming through into my funnel.
(15:00):
You know, they're more intent on actually getting in and putting in their details on the website and they learn about liking or commenting on my pace because they want the information. They're not there to necessarily support me. They're there because they want to know more about what I'm talking about. And that's totally fine. So just stop getting so heads up on vanity metrics and numbers and how many people you've got in your group, or how many people engage with your posts. It isn't all about the engagement. You know, the, the, the monetary stuff doesn't necessarily mean engagement. And the only way, the only thing really that proves that your market leader is judging by your customers and the people who rave about you. Absolutely. And also that your bottom line and the people who buy from you and the money that you get, those are the numbers that you want to be looking at is how much money is your, is your business getting all people, putting their money where their mouth is, or are they just commenting to be nice because yes, it's lovely.
(16:01):
Yeah. We didn't want these people to stop. Thank you very much. But at the same time, is it actually growing your business? Monetarily, is it financially benefiting? And again, I've probably repeated for the last four or five episodes, but I just really want to hammer in that engagement is great. Engagement helps you to increase your reach and it creates that kind of FOMO and that attention. Absolutely. But it doesn't necessarily mean anything to being a market leader. Facebook famous, Instagram, famous, LinkedIn, famous, whatever it is, doesn't necessarily equal money. And it doesn't necessarily equal market leadership status. You know, a lot of these people who have those, you know, that, that posse how perhaps large memberships they've got you know, a large group of supporters, they're a big networker. You get these people who are natural networkers. Tracy Smolinski, who's the owner of, in shapers who are hugely supportive.
(17:00):
She's one of those people, you know, she's grown her inspirational women of the world group with with Dawn Evans who was another great networker, they've grown their groups. So like over 3000 virtually what feels like overnight, like it not overnight, but it's, it's extremely quickly because they're huge, huge networkers. And they're absolutely great at that. But again, it doesn't, that's, that's great that that's happened for them, but it doesn't always, I've got no idea about how much money they make or anything like that. But my point is that doesn't necessarily still me, even though they put all these people, it doesn't necessarily mean that people are going to buy from me just because you have numbers, there's more work to do than just getting likes. The, just getting engagement shares and growing your group. There is far more to the process than just people.
(17:54):
And it's ensuring that you're getting in front of the right people. I'd rather you be in front of the right group, then being, getting tons of likes and shares randomness. You want to be making sure that you're, pre-qualifying those people coming through your funnel. And that might mean that you'll get less engagement, but you'll get more money out at the end of it. So, anyway, that's my big practical steps. Stop focusing on vanity metrics and start focusing on getting the, getting in front of the right people and understanding that there's more to the process than just this front end fame. And, and the front end fame means absolutely nothing to your bottom line. It's important to pull that apart. And just because you're not getting that engagement, or you're not growing your group as quickly as those there's fantastic networkers out there, you know, you come into my group, I think I've got maybe like 360 people in that.
(18:43):
It's not very much, but I'm pleased to say my, my business is booming. You know, a lot of my ideal clients don't actually hang out in Facebook groups. So again, you have to think about, you know, who's your ideal client? What did the majority of them do? Do they hang out with Facebook groups or actually, are they listening to your podcast? You have, most of my ideal clients are actually, you know, listening to my podcast. It's just the way they consume. I'm not saying not everybody, you know, doesn't go in a group, but you know, [inaudible] of the mr. Podcast. So you have to really think about how they conceive and be smart about it is that if trying to compete against those out there, who are generating a ton of people over in the Facebook group, is that the right strategy for you and your business?
(19:25):
Maybe not. And if so, say what, let them do what they do. Let them, let them grow their group and make the money, make their money that way. Great. That's fantastic. That's fantastic for them, but what's right for you and your business. What are you going to do? How are you? You can admit your money and your ideal client. We'll dictate that to a certain extent that they will decide, you know, I can see me in this way. So in essence, you're going to give me content in the way that I want to consume it, that I'm not going to be listening to it. So you have to be smart about it, business savvy, what makes sense? They go with the numbers, let go of what everyone else is up to and just stay in your lane and focus and let the, let the bottom line numbers at the financial numbers speak more than the event.
(20:08):
The metrics you say playing bigger for me is really about not being, being afraid to not do well. Everyone else is doing to play bigger, too, letting go or anything, everything else that's in, that's the norm. And actually focusing in, on being strategic. [inaudible] About how you're going to grow your business and make your money. You know, that's, that's playing bigger, you know, stop focusing on all that other stuff and start focusing in on, on real strategy. The next thing that I want to talk about, it's something I talk about a lot around building this high value mindset. So just to get this number one thing out of the way and I feel like maybe I could do like a one, two, three, and everyone will shout the word, but the first thing around building a high value mindset is about becoming the, you ready for it.
(21:02):
The specialist specialize in something soon as you start to specialize and you actually do that properly, you automatically become an expert in that area. Do you know, just through the sheer act of doing and really focusing and honing in. And you can really understand when you specialize, you can get really clear on the impact that you have on those that you serve until you specialize. It's very difficult to measure your, your results measure, the impact that you give. So it's really important to do that first and foremost, when you specialize, you can actually start to see, okay, this is the impact I'm having on somebody's life, business, relationship, finances, health, whatever it is that you do for somebody. But you can really narrow that down and go, okay. So when this thing is fixed or when they finally get this result that they're after this very specific result, this very specific problem, once they finally do that, that it's going to impact all of these other areas and you can really kind of drill it right back, almost like as a Sherlock Holmes, mind palace to find out exactly why fixing this thing or why getting, getting them to this place is going to finally impacts all these other areas of their life.
(22:21):
And that's when you can start to feel like, Oh wow, she would do make a difference. Actually, I am really needed because if, if, if I don't help do that, this, these are the consequences, you know, they're going to be in exactly the same place. It's the same time next year, or perhaps even worse. Maybe it's not about staying in the same place. Maybe they'll go backwards. Maybe the problem will get worse. Like, I don't know what it is that you do and what the reality of the situation is, but for a lot of industries, if they don't get your particular thing, right. You know, things could get a lot worse. You know, so it's really important to think about all of those things and the consequences of the not using you, of not working with you, you know, and that sometimes that can really performant your ballet.
(23:05):
I remember when I first taught it started taking sales calls and I would get a note I'd instantly this quiet, but no, yeah, you can't say no, because if you say no, then all of this other stuff will happen. You need, you need me to pet me, fix this. And it would always like supercharge this fire in my belly where I was like, Oh my gosh, you know, I need to play bigger. I need to learn to articulate myself back. So I need to get, you know, to that next level, because if I don't, all of these people are going to be missing out. Like what, what is wrong with the Aspen was giving us a big slap on the face to say for God's sake, go get yourself together because these people are missing out on your genius. And sometimes it takes that rejection to get that far in your belly.
(23:50):
But once you got it, you hold it, you hold that fire. Because you need it to really push yourself forward. So, you know, use rejection to, to fire you forward and to realize actually these people are missing out. Do you see it as a Oh, well, you know, they've rejected me. You know, they've, they've rejected the result that you could get them. And they're really like, now it just, it bugs me. If someone is on a call and they're not quite getting it, I'm just like, Oh gosh, like, clearly you need to struggle a little bit longer before you realize that you're going to need to get this sorted. And sometimes that's what it takes for people. They have to go away and struggle and then they go, well, gosh. Right. Okay. Yeah. Okay. I'm ready now. So people, people need to struggle to be ready.
(24:32):
I want to have to get somebody who is not quite at the end of their taboo yet. They're still like, yeah, I'm just going to figure it out for myself. I'm like, okay then, and then I look back to all of the years of struggle that I went through before I finally bit the bullet and got help myself. And I'm just like, Oh, please don't do that. Please don't go through that. And sometimes there was no warning people, but Hey, ho, it's a bit like talking to your mother, isn't it? And they're like, no, you shouldn't should shouldn't have done that. And you're like, well, I know. And she's like, I told you so, and you were like, yes, I know, thank you very much. Sometimes it's just the way it goes. But specializing really helps you to dig in. And it also really helps your conversions as well because people see you as an expert.
(25:13):
They see you as a specialist and you're able to help them understand, again, like I said, that Sherlock Holmes pathway to the root cause of what's going on for them. And they can specifically make logical routes to going, right. That's why I'm seeing this result time and time again, instead of the result that I want, that's why it's not working. That's why I'm still in the same place. That's why, when I tried the other thing, it didn't work. You can really help them understand better and help them to come to a better decision to move forward when you specialize. So that there's many reasons why you should specialize, but those are those. Those are few, therefore you, but yeah, the impact is huge. Understanding the impact that you have on somebody's life, business, health, relationship, money, whatever it is, when you can understand that, that really makes you feel like, wow, I make a difference here.
(26:03):
You know, and you can actually just take that belief around being a nuisance about not being about being a pain or having to like coming from this position of begging for business, instead of being the one that people go that people go to, you know, really hone in on that, that special ability that you have and learn to articulate it, you know, come up with this new MBD, some new city you MBA. I keep talking about your unique magic bullet, you know, look at these different things. So productization is another great practical step to help you start to separate almost yourself. Sometimes you need to do this, separate yourself from your business to actually look at here's the product. Here's how it helps because you know that the times when you've made maybe done a course or a program or bought something from somebody else, Oh my gosh, this is fantastic.
(26:59):
And suddenly you become the biggest advocate of that business. And if that product and you start going out there and you start selling it for them you know, why can't we do that for ourselves? And sometimes the best way we could do that is by separating it. Because sometimes we, we started be the worst critic. We started looking at ourselves when you product ties, when you extract your signature system, when you extract the USP and product ties that in to be an actual thing, we can start to go out there and go, well, this is separate for me. You can start to sell it. Sometimes they're not easier because you're not setting yourself now setting a mechanism that is actually so having people on a much bigger level, and then you can go and tie it back to yourself and go, well, actually, I create that.
(27:48):
That's incredible. And look at the results it's getting. Then you can start to take some credit for that and then help that to build you to the next level. But productization is another really good way of helping you to play bigger because you're not tying it back directly, back to yourself. And also recognizing that it's something I had to work really hard on is recognizing that actually the amount of money, you know, I make for my business, this is something that I had to get to grips with. In some of the earlier stages, the money I made in my business is no direct corridor has no direct correlation between my ability to help somebody and my self worth. It has zero to do with it. I, I was reminded. Yeah, but I wonder if my video is not a memory that pops up in Facebook today around that whole 20 pound note that you know, is 20 pounds worth, 20 pounds.
(28:41):
You crumple it up, it's still worth 20 pounds. And it's true with yourself. You know, you are worth what you want worth. And you have incredible skills and experience and, and things that you have that can help people, huge value that doesn't go away just because somebody doesn't buy it. And that's really, really important to remember. So when you're feeling sad about your business numbers and the fact that you're not financially getting what you want in, it has zero to do with your worth. And your expertise is absolute, is zero. You know, the way to making money is around how you market and articulate yourself. If that's something you need help with, then hello, I'm here to help. By the way, I need to sort that in order to get it, but it's an easy fix and it's got nothing to do with you.
(29:28):
It's all to do with, again, a learned habit, a learned thing, finding the language. When you find the language, you can, you, you can start to sell what you do better. And again, that isn't necessarily anything to do with you being awful person rubbish of what you do. It's purely something you just need to learn and then you'll learn it. And then what wonderful things will happen. Simple as that. So stop feeling bad about what's not going on because there's nothing to do with you as a person. You know, you still, you were still in invaluable. You are still an expert. You still know your staff just because someone is buying it. So understanding that will really, really help you to start pushing yourself forward. So being brave about letting go of the vanity metrics, and even now I'm saying, let's go with a financial income that you perhaps you're not getting right now.
(30:19):
Doesn't take away from you being exceptional. Okay? So don't be afraid to do less. Don't be afraid to move away from the norm. Don't be afraid to be more strategic and start to do things differently to what you're currently seeing, because what's being publicized out. There isn't necessarily always the reality of the situation and understand that it takes the same energy to sell something at 10 pounds, 10 P ten thousand ten million. It really doesn't make a difference. So recognize that as well, that if you're holding back your prices because of, you know, fear of is going to be harder to sell at a higher ticket level, your product is worth what it's worth price it based upon its worth. And then look at who you're selling it to make sure that that's a perfect match, because if it's not a perfect match, that's the reason why it's not selling because you're perhaps selling it to the wrong people.
(31:30):
Or perhaps you've created a unicorn product that actually doesn't match anyone specifically. Because what you need to do is start with the person who are you serving, what do they need help with? And how much is that with that? I create that product great, that program, that course, whatever it is around that, and then sell it to them, but it's worth what it's worth, you know? And the bigger, the problem and the bigger the outcome, the bigger the ambition, the more people are willing to pay for it was remember that. So then you start taking away money from your pricing because your fear, your fear of people not spending it, it takes the same energy. The only difference is you get a more serious and more committed buyer at a higher end and people with bigger problems, bigger ambitions at higher ends, that's who we're looking at, but your ideal client will tend to determine how much they're going to pay because of how much they're feeling that pain and how much it's worth labs to get out there.
(32:26):
So think about it from that perspective, just because someone's new also doesn't mean that they're not feeling the pain. You know, they, they, they, perhaps some people want fast accelerated progress. So there, there are gray areas in this as well. But start to think about these practical elements, start thinking about productizing, stop specializing, start really jotting down that impact that you have on people's lives and start thinking about your pricing differently than remember that you are worth so much. You have so much value to give you an ever evolving human being. Who's learning, progressing, moving forward all of the time and momentum is building. If you're in this industry and you have your own business, particularly as a coach or consultant, you automatically have this kind of progressive growth mindset where you're constantly learning new things that you will then pass onto your clients, which inevitably means that your pricing will go up.
(33:30):
And the fact that people aren't buying right now, if people aren't liking your things, if people aren't sharing, it means absolutely zero to your potential, your potential, your worth, and your value is still that staring you in the face. So never forget that. The only difference between where you are right now and that market leader, title, where people recognize you for what you are, is all down to your marketing and your articulation. That's it. So when we think about it like that, that stopped being so down on yourself, it stopped talking so negatively and let's start practically playing bigger, seeing our own worth, putting yourself out there and stop comparing yourself to everything else that's going on. So there we go. There's my ranty episode that I really hope has helped. A lot of you out there who are feeling less than feeling small, to start stepping up and playing bigger in your business.
(34:31):
And like I said, if you'd like to join that evolve and elevate strategy session, getting that quick, if you're listening to it early enough, you can get on there tonight. If there's spaces left, if not, there's another day open in August. So get yourself booked on. And if you want to skip straight to the part where you can talk to me and I can help you with moving up to that next level, where I can help you get to that market leader level, then just book a call with me, both an extra in the show notes. And I really look forward to seeing

Jul 08

How to be ‘Strategically Visible’ (instead of exhausted & broke)

By Jennifer Hall | Podcast

Hands up who’s fed up of creating content that doesn’t convert? Who’s exhausted from being VISIBLE ALL THE TIME and not seeing the results that you know you should?

In this episode of the Expert Unrivalled podcast I’m revealing the NEW WAY of being visible that will not only allow you to eat your dinner without having to post a picture of it but will actually make you far more money!

  • Discover three ways to start being more strategic in how you produce content.
  • Enjoy a mid episode rant where I talk about ONE simple mistake that so many people are making that makes your content utterly pointless! 
  • How to move leads out of the ‘friend zone’ and into the ‘paying client zone’.

Useful Links:-

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

Book a Call with Jen  – bit.ly/claritycallpodcast

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):
Are you exhausted from being continuously visible, but not seeing any results? Well, in this episode, we're talking all about strategic visibility.
(00:18):
Welcome to the expert unrivaled podcast. My name is Jen Hall, your business positioning cage and market leadership expert. And today we're talking all about strategic visibility because it's so, so important to actually switch from this exhausted, overly visible entrepreneur, to somebody who is actually able to make money and get the best from the time that they actually spent out there being visible, because let's be honest, nobody enjoys being on social media, 24/7, you know, at the end of the day, we need to have balance in life and continually documenting everything. Gary V style isn't for everybody. In fact, I'll take it further and say, really isn't really for anybody, it's a fast track way to burn out. You know, the Gary V's of the world generally have a humongous team, which can take, you know, content can continually follow him around with a camera and then we'll go away and, and turn that content into several different things.
(01:23):
You know? And it's not, it's not a normal way of running a business, you know, not everyone has that team running after them. And I certainly wouldn't want it, even if that was something that was possible right now on the lockdown. I definitely, definitely wouldn't want that to happen in my life. Something that I much prefer to do is actually to be more strategic about how invisible, because this is the thing we see some entrepreneurs out there, some coaches and people that we follow online and some of them appear to be on it all the time. And actually in some cases it's true. They are that's how they've built their audience, that they've done that through you know, heavily posting on social media. And if that's something that you do, I'm not saying it's not for anybody. I truly don't believe it's very good for health.
(02:14):
Put it that way. I really don't think it's very good for our health to be on social media all the time. But if you listening to this and you're disagreeing with it and you're going well, no, I love being on social media all the time. And I want to carry on doing that then probably best not listen to this episode, skipped to a previous one or hang on till next week. But if you're this person who's listening to this going, yes, I don't want to be on social media all of the time. I don't want to have to document everything. And I want to actually, you know, get money through my business through being strategically visible and actually seeing results because a lot of people find, you know, some people don't be on social media all the time and actually that, you know, they are financially successful through doing that.
(02:55):
You know, generally there are kind of like a lifestyle business, so there'll be all the time about what they're doing, their life, their opinions, all of these different things. And so people will view that and they will see it and they will get on board and they will, you know, the way a lifestyle business works and the way that people respond to that is that they want to be that person. They want to have that person's life. And you know, and that's what they're aspiring to. So they're kind of essentially advertising their life. And in order to do that, you do need to be, you know, a lot more visible. But if you're on the other side of it where you're just like, I'm not necessarily lifestyle business, you know, I'm selling a service, I'm selling a skill. And I don't necessarily want people to want to be me or what my life they know they want their own version of success.
(03:43):
You know, they, they want to have me for my expertise, not necessarily because of what I have in my life. And if that's, you then keep on listening because there is another way, because like I said, there were seen people out there doing a copying this way of continually posting online. I'm actually not seeing anything for it. So not only are you exhausted, you're also not seeing anything, you know, as a financial return, which is awful. And so, you know, I just want to kind of celebrate this week really for, you know, I've been celebrating some clients over the last few weeks, but actually I want to kind of celebrate something to show you what's possible. I've made recently in the last quarter, 80,000 in the coaching side of the business. So far on mainly three or four posts, I'm not gonna lie.
(04:38):
I'm not quite sure what the three or four, but either way, a very small amount of social media posts that have linked in to my elevate NFL strategy sessions you know, those two pieces of content or what have been, what has converted the most clients in my business over this last quarter. And by the way, if you do want to attend there are only 20 pounds to attend to come and see some of the campaigns or strategies we've been putting in place. So for instance, over in our adventure travel business, we've recently just launched another campaign. We're always launching campaigns, but I do love a good campaign. We've just launched another campaign. We did two weeks of lead generation and then we've just launched into the sales and we made over 320 K in the first four days of that opening.
(05:27):
And it's open for two weeks. We're aiming, judging by the conversion rates that we have on our usual campaigns at the similar sort. But because we have so many more leads this time, we're actually looking at hitting hopefully a seven figure Mark, which should be just incredible. So I give you some insights into those campaigns during these as evolve and elevate strategy sessions. The next one is on the 15th of July. There are spaces laughs a do, make sure there are, there are limited. Those are, do you make sure that you get your space, your, you know, get your, get your bond booked onto one of those because they do go rather quickly. So make sure that you get yourself in there because you know, I'm always updating them and delivering the, you know, the most up to date strategies and campaigns and information on those sessions.
(06:15):
So do you get yourself booked into that? The link is in the show notes. But yeah, you know, there, you can convert your clients very easily. A lot of people are under the impression that people need to know you over a very long period of time in order to build trust. And it's just not true. And it's something that has been proven time and time again. It's how you've positioned yourself so that when people come across you, that they're getting the best from you at that time, because you cannot control how often people see you and you can't control necessarily when people will see you, but what you can control is what they will see when they do see you. And one of the biggest mistakes and things that I see happen all the time is this favoritism for quantity over quality. And so people start just kind of like spurting out constantly this content asking random, unrelated questions on social media for the sake of engagement.
(07:18):
And just hoping that they're, you know, they're going to get some response and they generally do these random posts with random questions. We'll absolutely 100% very likely get you the engagement that you're after. But then when you put something out that is less relevant, you will see your engagement drop. And this is the thing is that instead of going after engagement, going after the likes, going after the shares, it's about creating that quality content that isn't about generating numbers. It's actually about generating individuals, you know, generating leads from individuals rather than trying to get the most people possible to view your thing. Because when you focus in on the individual, you will find that it converts much more. And actually what you find is when people are interested in things and it gets the cogs working in their brains, you actually finds out actually the engagement drops and you find that, you know, in my experience, at least in the many moons, I've been an entrepreneur for over 16 years.
(08:26):
And my experience of social media over that time, seeing it, you know, as a brand new thing that everyone's trying to figure out to now, something that's incredibly well used and you know, has become part of everyday life. I have seen a pattern where by there are entrepreneurs out there that do get a lot of engagement and there are entrepreneurs out there who focus on quality and on the whole, you will find in a particular experience over my business, because I went through that stage of being overly visible and thought, that's what you had to do. And you had to be posting three times a week in every group going and all that kind of stuff. You know, I've been there and done it guys like don't think home, you know, I got this right first time, it's something that I went out and, you know, I absolutely did that stuff, but through doing it and now through seeing a new way of doing things, you know, I've a hundred percent seen that that doesn't work.
(09:22):
And actually what works in terms of, in terms of monetary results. If we forget about engagement, it is about creating that quality content for individuals. And actually just worried, worry about getting one person at a time because when you start broadening out, you'll find that you will lose the quality on your content. It'll actually generate less clients and less money because it's all surface level stuff. You want quality people, you want quality clients who are the right people for you who actually want to buy from you, not just the most active person on Facebook, because that's just not gonna work. So it's really important to when you're creating content is to, first of all, let's not think about the numbers, but actually focus on writing it or, you know, I say writing, creating content, this could be anything, it could be a blog, it could be a post.
(10:12):
It could be creating a talk for going on stage. It could be recording a video, going live, whatever it is, but we want to make it the best. And it was really interesting because I was watching the story of Queen and Adam Lambert a couple of nights ago over the weekend. And it was really interesting to watch, you know, I'm a massive fan of Queen. I was lucky enough. My late uncle was one of Roger Taylor, the drummer, his best friends. And so we used to spend a bit of time over at Taylor's house which was incredible. And we we went there for the, when the eclipse happened and we had a massive like garden party and got to see the place. It was amazing. Anyway, go, I don't, I don't, I going off on a tangent, a memory tangent, but again, it was really exciting.
(11:06):
So I've got a bit of a, a personal connection with it. And I was really interested to see, because, you know, since my uncle died, we obviously spent less time over there. And you know, I've kind of lost that latter part passive there journey. And so it was interesting to see this, you know, how this collaboration without alarm that came about, but they were talking about the fact that when I say they, it was the guy from foo fighters was talking about how it was very difficult to feel Freddy mercury shoes. And you know, who on earth could do that? Because at the end of the day,Queen is known as, you know, possibly the, the best band, you know, rock band in the world. And that songs are just incredible. Every one of them was a hit, every single one of them just skyrocketed.
(12:01):
And he said, you know, how can they do that? And it's because they were hitting for a home run every single time. That was the quote they were hitting for a home run every single time. And that really stuck out to me when they were talking about why they were so successful, why it's so hard to feel Freddie Mercury shoes, because you know, the everything about them was quality, absolutely everything. And, you know, they weren't the type of band to not release something that they thought was going to absolutely rock the world. And they weren't the sorts of bands to release something that was, you know, mediocre. He wouldn't have it, you know, that's something that he stood by. He wouldn't have it, he won't have mediocrity. And I think that's something that we can all take away.
(12:53):
And when we're, when we're thinking about our creation of what we're putting out there into the world, you know, perhaps not on the same kind of wavelength or level as Queen, I know we're not writing songs here, but we are creating content just like they were creating incredible content and we need to do the same. We need to take the same high bar and the same high standard. And I'd much rather you do less of it and more quality content then focus on the numbers because it's gonna make your life so much easier as well. You know, you're going to be less exhausted. Less worry about when I wasn't, you know, I didn't post today. Like you did post date. Maybe you had post the next day, but when you do post the right people pay attention. And that's the thing. And I've talked about this quite a bit, that it's not about being famous being market leading and being monetarily successful.
(13:43):
Isn't about being famous to the most people possible. It's about becoming well worth knowing to the right audience, to the correct people. So becoming well known to those people, that's who you want. You know, you don't need to be visible to absolutely everybody. And that's when you see that a lot of people are reliant on their personal profiles, because at the end of the day, they're kind of selling themselves on a personal profile and, you know, trying to get visible to everybody. And yes, it might get you more engagement, but you won't necessarily find that it gets you the right monetary result. What I'm not saying guys is, don't like, you know, they used to be this thing as you shouldn't be using your personal profile on Facebook for business totally untrue. You absolutely can. I wouldn't say it's a longterm strategy and something that you should rely on, but absolutely is as another way to, you know, to follow in the right people from that pool of connections that you've made.
(14:43):
Absolutely. So don't ever think, I'm saying you shouldn't be using your personal profile. You know, I'm all for that. Like, you know, if anything, I would encourage you to do that, but rely on it as that as your main source of getting clients and they need to be funneled into something else. They can't just, you can't just keep that relationship in that friend zone. They have to suddenly they have to cross the bridge over to being very interested in what you're talking about. So your gated content. So that could be for instance, that they joined some kind of webinar, you know, as an example, but they've got to be able to cross that bridge into being, you know, engaged in what you're talking about, because a lot of people are very nice on Facebook and they just, they just give you a like, or they give you a comment as support, and that's really lovely, but that isn't going to fill the bottom line.
(15:35):
So be really clear about what you're creating really think about, you know, slowing down on being everywhere. Because like I said, I've put out maybe three or four Facebook posts, which have then funneled into my gated content and people have come into this gated content where they're now seeing, you know, at a very low cost, you know, some incredible value. And then also they're seeing that the door opened to something even better. And so they can go on that client journey and they can really follow you down there, down that path, to where they want to be. So see your content as a journey. It's not about this spray and pray technique where we just kind of scattered, gone a ton of stuff out there in the hopes that we're going to get somebody's attention. You want to be getting attention for the right reasons.
(16:26):
We want to be far more intelligent and thoughtful over our content creation and, you know, getting, getting their attention, the right people's attention. Because again, it's not about getting everyone's attention. It's about really understanding your niche and part of the reason for some people that they really struggled to create content that really gets the right person's attention. It's because they don't really understand their niche. They haven't been able to articulate what they do, the solid result they get for people who they are, who they serve. All of these things are very vague. And so actually creating content of any cold quality is going to be nigh on impossible. So if you're in that stage where you're like, Oh yeah, I'm finding it really hard to articulate. You're relying on referrals. You know, the only time you ever find that you get any kind of, you know clients are either through referrals or through perhaps networking where you're able to build that close relationship.
(17:21):
And you're not finding that you're getting the results that you want from social media or, you know, or even perhaps they, if you, if you're running some kind of session to a larger group of people, and you're not finding that many people are following you down that path, on that journey, then there's something wrong. And you know, you're going to be banging your head on a brick wall and wasting a ton of time and energy putting out content or, you know, creating content or showing up for people who don't really get what you do. And that's going to be time wasted in my gosh. I mean, I spent a lot of wasted time as an entrepreneur when I didn't fully nail on my niche and what I was doing. And I wasn't fully able to articulate what makes me different, you know, who I serve all of those different things and, you know, the, the, the solid results I got for them.
(18:09):
And it was a total waste of time. I'm not going to fluff it up and be like, Oh, it's all part of the journey. My gosh. Yeah. It was a, there's a fat, it was a part of the journey. But if it's a part of the journey out of much rather cut out, because it was wasted effort, it was totally wasted effort. And I see it happen all the time. It's so many people and I have so many clients recently that have jumped on board who've just gone. Oh my gosh. I just wish I'd nailed the sooner. Cause I've just been chasing my tail for so long. It just feels like a waste. And you know, there is no way fluffing up. But the fact is, is good right now. We've got it solved. Now we can move forward. And you know, if you're in that position where you're listening to this going, Oh gosh, here I am.
(18:48):
I need to get it sorted, stop, wasting time, get it sorted. Otherwise it is just going to be a complete, you're just almost just like running down the road with a big bag of money and just throwing it into the field next year. It's just a complete waste. So how long are you going to sit there for before you do something? And this is my kind of pitch to you to, to cheat, to change the up. But if you do have your niche, you do know how to articulate yourself. Then let's start being a bit more intelligent. And up-level that, that content to something that people will actually, the right people will pay attention. And another way that you can be strategic, it's not only by reducing the amount of content that you're producing and not only by being more thoughtful about the types of content that we're creating, but we can also be more thoughtful about where we're putting that content.
(19:35):
Because like I said, we can follow people from larger areas. So let's use the Facebook personal page. As an example, you can get the right person's attention with the right headline and something around headlines, guys, just to kind of, don't diverge slightly on this one, but you should be spending at least half your time on your headline. You know, the amount of times here we go, here's, here's around the hidden rant. It's going to come out in the middle of face. You know, I sometimes see people going live, no headline. So many times, I see just an altar load of waffle at the beginning of a post to you really get to the crux of what it's about. You should be spending at least half your time that you would spend on your content overall, just on the headline. Because if nobody is drawn in by that, nobody's going to bother clicking.
(20:27):
Nobody's going to bother watching. And so everything you do beyond that point is completely wasted unless you've got the right people, you know, doing that. And the only time that we'll ever get people watching your stuff or reading your stuff, if you haven't got a headline or your headlines rubbish is if they have had experienced very good content from you in the past, or they have a lot of time to waste one of the two, because you can find that like on an email list, you can get away with a bit of a crummy subject line and you will still get a good open rate because if you're producing great content every day or every week for your list, you will find that they will just naturally want to open it because they're just like, Oh, you know, I received really good stuff from you.
(21:11):
So I'm teetering wanting to hear what you got to say. But then you, you know, even in that scenario, you put a new subscriber and their headline isn't good enough. You haven't built that relationship yet for them to feel like, you know, that they, that they want to continue opening your emails potentially. So you've got to learn that trust in order to, in order to get away with a crummy subject line or a crummy headline. So think about that really think about your headlines. It's really important because if you don't, then everything else beyond it is completely wasted because nobody's going to watch it. You know, the ones that do, you know, you'll be lucky. So do you make sure that you spend more time on that, but yeah. Looking at things like the funnels, so you're on your personal Facebook page and you've got a great headline, which speaks to the right person that, you know, would be your ideal client and the content then invites them into that next stage.
(22:05):
So you can actually think about, yes, you could use your personal Facebook page, but if you are in a pool of everybody, depending on who you're accepting friend requests from and who you are, but actually reaching out to connect with, you know, your mum's on there, your uncle's on there, you know, your friends are on there and Facebook does that thing where it only shows you into a certain amount of people. So again, which group of people is it being shown to? So, like I said, I'm not saying don't use your personal Facebook page, but it's not necessarily the best use of your time as an ongoing strategy, but you can actually think about, okay, so where are my ideal clients hanging out? So instead of just like broadcasting on your personal page all the time, let's think about perhaps looking at and taking it that step further.
(22:51):
And I still don't necessarily believe this is a better use of your time, but if you're going to be a little bit more strategic about it, okay, well, what Facebook groups are they hanging out in? And then you could hang out in them too, or even better than that. And I was probably giving you this before, but you might want to be making friends with the leader of that group and then running some kind of expert session, much better way to make an impact position yourself as an expert. And you know, getting that message out there quickly to the right people. So that could be one way. And obviously you want to be finding complimentary groups, not ones that are in direct competition, cause that just gets really icky. You know, I remember when I first started out online and I was told this thing around, Oh, well, you know, there's room for everybody's and therefore competition doesn't exist.
(23:37):
That's not strictly true. And it was really icky and I was a bit like, well, but there's room for everyone. Please. Can I come in your group? I don't know. He can't come in my group and sell your stuff over mine. I've worked hard for this, you know, audience who do you think you are coming in and wanting to pitch my page, my clients. And that's basically what, how it is as nice as you want to be about it. You know, the bottom line is it is a key and there are other people that do similar things to you out there. And you know, work on building your own audience. So you want to be finding complimentary groups or complimentary memberships, or even complimentary podcasts anywhere where you share an audience with someone else, but you don't necessarily do the same thing.
(24:22):
That would be a complimentary audience. Say for instance, I've recently in the last few months I've been in Lisa Johnson's membership group running an expert session for them. You know, I had, you know, a few outreaches from that group coming over and following my stuff. And I've also been on Janet Murray's podcast very recently. And again, we will meet Lisa and Janet. We have crossover, we all do completely different things, but yet we are sharing that audience. So, you know, we're helping to leverage each other's audiences. You know, Lisa came to speak at my expert unrivaled event last year in November and got a ton of clients through that event because they saw her speak and they came to see her there. So, you know, it's about being more strategic. So on three things. So just as a recap, first of all, you want to be reducing the amounts of content that you're creating in favor of quality versus quantity.
(25:28):
That's really, really important. In order to put more effort into things that are going to get you results. The second thing is, is focusing on the right people. Remember it's not about being famous to everybody. It's about being well known for being worth knowing to the right people. So really getting granular in who this content is for so that when you're writing it, creating it, recording it, you really speaking to the heart and soul of that person and the mind of that person so that you can convert those people. Because otherwise, if you're not doing that, you're not going to hit the Mark and you're going to have everybody watching it and nobody buying. So you want to make sure that it's really niche so that people understand that that content is meant for them. It fits them like a glove and it's showing them something that's wow.
(26:16):
Factor. So you're, you're looking for hitting that home run every time. Look just like Queen making sure that everything you, you release is a banger or as much as much as a banger as possible. There's the odd occasion where you will aim and you'll think, wow, it was really good piece. And nobody comments, nobody likes nobody engages it with it entirely. And it want funny as you down the path. That's also possible you know, but you've got to try, you've got to keep raising the bar on the standard of your content and you know what, sometimes in those cases where you think it's amazing and you put it out there and you don't get anything, it could also be that it's gone out at the wrong time. I've had that before where I've gone, like, Oh, I thought this was great. And like nobody else thought so.
(27:05):
And it's because nobody saw it. That's literally all it was. And so sometimes it's about going, okay, well, I think it's a great piece of content. Let's release this again at a different time of day or a different day. And see what happens. And, you know, in, I would say 8 times out of 10, where in the cases where that's happened to me, I've actually found that it was just the wrong time and it just needed to be posted again at a different point in order to get some catch up, catch people's attention. And the third thing is putting it in the right place to see, being more strategic about where you're placing the content and actually finding those complimentary audiences and also treating it like a journey. So remembering that it's not necessarily one and done, you know, it's about, it's not about being visible all the time, but it's about a call to action at the end of every piece of content that you write rather than, you know, what would you think of this?
(27:59):
And then people only loader for opinions on your posts and you're going great. What was the point of that? Where are they meant to be going next? Well, they're meant to be doing the aim is for them to buy your stuff. So what was the point of that? You know, yes, it could perhaps be getting some market research. Absolutely. But have a purpose to every piece of content that you write, be strategic about it. Why are you writing it? If you're writing it for engagement, scrap it, story up, throw it in the bin and start again. That should not be your purely, your only reason for creating that content. You know, we need to be creating content for our businesses that are going to actually achieve results. So think about that when you're creating it, treat it like a journey call to actions at the end of each thing, where are they going next?
(28:41):
Where do you want them to be? What do you want them to be clicking? Where do you want them to be going? What do you want them to be doing? Think about that as well as the purpose of why you're creating it. And then also, like I said, going back to kind of like that number two on, you know, making it super quality and making sure that you're kind of hitting that home run every time. It's also, like I said about making sure that you're focusing on that headline, really looking at you spending a lot of time on it so that the P the right people get to, you know, grow into that content. So hopefully with those three things in mind, you're going to be way more strategic for the next half of 2020. So no more feeling exhausted, no more feeel that panic over what I haven't posted.
(29:24):
And I haven't posted, you know, to forget about that. Let's be more intelligent. Let's reduced the amount we're doing, and actually start focusing more of our time on creating that home run every single time. And if you would like more help on creating content that converts, because it goes beyond just those three points. That's the, that's the tip of the iceberg. That's the first things that you could be doing, but there is so much more that you can be doing with your content that will get you more results both financially, and actually making an impact to the, to the people who you want to be impacting. And if that's you and you, and you want some help doing that, and you've enjoyed that, you've been enjoying the podcast and you're taking value from it then why not jump on a call with me? And the link is in the show notes, but you can pick on a call with me to talk about working with me, moving forward at bit.ly/claritycallpodcast link in the show notes.
(30:15):
And also don't forget about the evolve and elevate session that is running on the 15th 20 pounds to join. It's going to give you all the dirt on our latest campaigns which have already produced well over. Well, in fact, it combined the last few, we're probably looking at about 800,000 so far which is just incredible. And like I said, we're looking on for this one campaign only we are holding all of the fingers and all of the toes across for that seven figure Mark to hit. So it's just, which would just be incredible. So yeah, so if you want to join that, make sure you book in the show notes, both links are there to book a call with me to also join the session in the show notes, make sure you go and do that ASAP. I will see you guys in the next episode.

Jul 01

Five Big Pitfalls of Business to Avoid

By Jennifer Hall | Podcast

In this episode I cover 5 big pitfalls in business that have kept myself and my clients (in the past) from achieving our full potential AND how to overcome them!

Useful Links:-

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

Book a Call with Jen  – bit.ly/claritycallpodcast

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):
In this episode, we're talking about the five pitfalls of business to avoid.
(00:15):
Welcome to The Expert Unrivalled Podcast. My name is Jen Hall. I'm your business positioning coach and market leadership expert. Today we're talking around five of the biggest pitfalls in business to avoid. Now, there are many pitfalls I'm just going to put it out there, not just five. However, these are some of the biggest ones that I really believe that are going to make a true difference. If you can avoid and change. Before we dive into these five pitfalls, I just want to mention that I've opened up another spot for my evolve and elevate strategy session, which is happening on the 15th of July. The link is in the show notes. Now, if you're new to my podcast, you may not have heard of these before, but basically these are strategy sessions, which takes you through my process for creating market-leading businesses. It also goes into some of the campaigns and strategies that we've used for both ourselves and our clients that have also bought in over half a million pounds in the last quarter.
(01:17):
So if you're interested in hearing about those campaigns, their strategies and my process for creating a market leading business that is seen as the number one choice in your market, then please do make sure that you hit the link in the show notes to get yourself booked on. These sessions are only 20 pounds to hear all the juicy stuff behind the scenes. So I'm really looking forward to seeing you in there. There's already people booked on, and that means that there are only limited number of spaces left. So do you make sure not to sit on the fence that if you're really interested in finding out more about that than do make sure you book onto that session, it's going to be fantastic as always. So the five pitfalls of business let's crack on with number one. So number one, unsurprisingly is actually being generalistic.
(02:06):
So I've talked about this and lots on the podcast. I'm not going to bang on too much about it, but generalizing in your business and not embracing niching is a serious pitfall. Now I spent the beginning parts of my business career failing because of this one element. And it really is the first element that you need to take a hold onto in order to have success in your business, financial success. And it's also not only does niching and getting more specific help you monetarily, but it massively helps with your clients as well. I've been recently working with a seven figure client of mine. Who's recently started to get more specific and articulating what she does. And she was saying to me, not that her coaching sessions were bad before, but she said since really nailing down what it is, she helps people with what problem it is that she solves.
(03:09):
She's massively found that it's accelerated the power of those sessions because they're more focused, they're more driven and people almost have that agenda to work on. And so not only does it help monetarily, but it massively helps when terms of getting results for your clients and making that more tangible as well. People know why they're buying from you. They know what they're aiming for, and therefore they're more committed to getting those results. So you'll actually find that you get more clients success through niching as well. So you just think it's about the monetary success. It's also about the overall success of your clients, but it's really important because people do not buy master generalists. We have the ability to tap into experts all over the world, using the internet. So they're not going to be buying into generalists. And if you're generalizing your messaging, won't be hitting anyone in particular.
(04:03):
You're going to be reliant on referrals. You're going to be relying on other people saying how great you are, but not really being able to articulate why and therefore you're going to find business a lot slower than if you were to actually start embracing a particular niche to actually start saying, this is specifically who I serve. This is the problem I help them with and this is the specific outcome I help them achieve. If you can really nail down those three elements to give it context, that's not fluffy that people really understand that your services fit them like a glove, and they know exactly why they are buying into you and why they need to buy into you. That's where you're going to find success. I spent so long running businesses that were far too generalized. For instance, I was a massage therapist for many years, but if only I realized why people enjoyed coming to me for their massage, because, you know, when they came away from my massage sessions.
(05:03):
They, they used to rave about, you need to go to see jam, but they couldn't really articulate why, but, you know, when I really delved into that, why? And the reason why people enjoyed coming to me so much over everyone else was because of the strength of my massages. They were deep tissue that wasn't just a relaxing experience. It was relaxing, but more than that, it was targeted to get rid of specific tension specific knots. And so if only I had recognized that at the time and pulled that into my marketing, I know that I would have made way more of a success of that business. Had I really niched down into really explaining what made me unique and what it was specifically that I was good at because when you're an apple compared to another apple, you are always going to be compared against price.
(05:53):
And that's what you don't want, which brings me on to my second pitfall, which is undercharging. And again, it doesn't help when you can't articulate what makes you the best? What makes you unique and what specifically it is that you do? The more general you are, the more generalist that your prices will be as well and the lower they will be. As soon as you actually understand the value that you bring to the table, you will find that you're able to charge much more for your services and not only that's when you become I'd like to call it like an innocent smoothie instead of an apple, you will find that you will want to charge more and people will be happy to pay more because they can see that they can't find what you bring to the table anywhere else. And so they're willing to pay for the best.
(06:42):
They're willing to pay for an expert and they're willing to pay for the exact result that you're promising, you know, and when you have that confidence and when you have the articulation behind what you do, you're going to make a lot more. And the thing is undercharging can seriously harm your business financially and energetically and energetically, because you will find that you will have to work twice, three times, four times, 10 times harder with clients than you would if you actually just charged the right amount for your services, because it takes the same energy to sell something at 10 pounds, a hundred pounds, a thousand pounds, a million pounds. You know, all it is is the how you articulate it. And also the ideal client that you target. So you have to make sure that your business is profitable and your business is lucrative, and that you're charging the right amount for what you're doing.
(07:35):
And this is something that we actually cover. And as well as the niching side of things, we look at all of this in the evolve and elevate strategy session. So again, make sure that you book that in using the link in the show notes, but that's really important, make sure you're charging your worth. Now, I use that term carefully as always because it's not necessarily about charging your worth is about charging what the product is worth, but until you understand that niching piece and articulating the specifics, it can be very difficult to quantify, to make it tangible and to really understand the full impact and value of what you're bringing to the table. When you know all of that, when it's really specific, really niche, you can really understand how much that impacts your ideal client. And you can start to charge a lot more for your services than you currently are, because I do find like the mind set stuff is great and you know, that's something I always cover with my clients and it's something that we work on, but, you know, what's better for me to see is the actual physical evidence.
(08:40):
And I find that actually articulating things nodgicly really, really, really helps to actually see the reality of a situation and go, well, hang on a minute, that is worth more. What was I thinking? You know, rather than just kind of like smoke and mirrors and affirming that you're worth more and you must charge more, actually let's justify it logically because when you could justify logically your brain cannot make sense as to why you are undercharging so much. And the next natural step is to charge, you know, what that product is really, truly worth. So I always liked to work in that way, because then there's no way you can really go back on it. You know, you can't really have a mindset slip because you know, the reality is really showing that the fact that you are totally undercutting yourself by charging the current prices that you're charging.
(09:29):
So don't undercharge, make sure you are charging what it's worth, but you won't be able to do that until you deal with pitfall. Number one, which is moving away from being generalistic and really finding that super articulate way that you can describe the value and the tangible results of your services. Now, number three is an interesting one. It's all about the one size fits all approach. Now the one size fits all approach. It's kind of an obvious one, right? But the problem is this happens when we buy into something specific and I've seen it happen recently with very clever marketing, where people have been kind of sold this dream on like this magical webinar funnel, that's going to generate thousands of thousands of pounds. They need, you don't need to focus on marketing anymore. Guys, according to this, all you need to do is concentrating on serving your clients.
(10:26):
You know, you don't have to worry about being a marketer. This particular funnel is going to do everything for you. Now, this categorically is a lie. If you are in business, you have to be a great marketer. And those funnels will not work. If you haven't learned the basics of marketing. If you haven't got the right copy, if you haven't nailed down who it is that you are helping, if you haven't nailed down the exact product that you're going to be sending people, and that you've actually validated it as an option that people truly want on the markets, then why on earth would that funnel work? So I'm just letting you know, guys that if you have been sold down the river on this idea of this magical funnel, that's just going to produce money without you really having to do very much.
(11:16):
It's categorically a lie. And the other thing I want to say around this one size fits all. It's not just the fancy, sexy funnels that we're hear about, but it's also about picking the right coach as well, because you know, a lot of business coaches help people when they've started one business and found a kind of like a method or a secret or a way of doing it, that's worked for them. And then they start teaching that same thing to every business. Now I'm not saying that they are fraud because they have absolutely creative success from that method a hundred percent, but that doesn't always mean that that way is right for your business. So that's really key to understand as well. So when you are looking to hire a coach, it's actually looking at their business model and either saying, is that business model right for my business.
(12:10):
And another thing that you can look at as also for instance, there are a lot of coaches out there who spend a lot of time on social media. I'm not one of them, I'm on social media, but I'm very strategic with my time. I don't want to be on there all the time. Personally wise, it just drains me. I'm an introvert and I don't enjoy being on it. I much prefer strategic visibility that gets me results quickly in a very short space of time, instead of having to constantly be online all of the time. Now you have to have a look at the different types of coaches that you're looking at and go hang on it. If that's how they're making their money, do I want to make my money like that? If not, then don't hire them because they are probably going to be teaching the same kinds of methods.
(12:58):
Now that's not necessarily true across the board. It's true for lots of coaches that they've had success in one business, and now they want to teach everyone the same thing. And again, if you're lucky enough to have a similar type of business and a similar type of personality, that of course, yeah, go ahead. But if it's not in alignment, if it's not at a genetically working and if it's not strategically working for you, that I wouldn't go for it. Look, the coaches who've had results with different types of businesses or the one that, that much as you as closely as possible that have shown that they've got results across the board, rather than just teaching the same method to, to, to every business. Because you'll find that. And like I said, you've got the actual match. It will not work. You know, it just won't work and will work as well.
(13:47):
It just won't work for you. You know, you'll end up either getting burnt out from the methods or you'll find that, you know, it doesn't work. Let me give you a core example of this. We run a Facebook ads competitions every year and one of my businesses. Now, the reason why these competitions work really, really well is because they're very aspirational, but it won't necessarily work for a business that isn't as aspirational, whether they're more problem focused, you need people. Aren't going to share a competition where they're sort of announcing to the world that they have a serious issue and a serious problem. Let me give you an example. Let's say you're a gut health coach and you're helping people with IBS. Competition's not going to go down very well. So there's a very extreme example. It might sound very obvious, but this is the kind of thing that you can't bank on working for every business.
(14:39):
It works for some businesses, not all businesses. So again, be really careful. Look at who you're hiring. And look at these one size fits all approaches and go, okay, fine. Would this fits my business? If it wouldn't then just proceed with caution because it's not always the case. And you know, so many business owners have wasted a lot of money investing into things that are either a blatant lie or are a one size fits all approach that wasn't, you know, right for their particular business. Now, number four is all around being unwilling to fail. This is a really tough one for me to talk about. And the reason it's really tough is because this is something that has held me back for so long. I used to describe it as the fear of looking stupid. I didn't want to get it wrong. I didn't want to look like full and say, therefore, I procrastinated on so many different things or I didn't try things out because I was so scared.
(15:40):
Now this ties in a little bit to what I've just said, and it might sound slightly contradictory to the last point, because I'm asking you to proceed with caution when you're spending big money with something, when you're investing a lot of money, you need to proceed with caution. You need to do your due diligence and really research what it is you're investing in. But there are ideas and things I wanted to implement that I didn't implement because I wasn't sure it was going to work out. And the thing I have to kind of say to you is would you rather be where you are right now next year? Or would you rather try something out and it fail to know that, okay, that's one thing ticked off the list that we're not going to try again, move on to the next thing, because the thing is, the quicker you can do that, the quicker you can get used to failing forward and actually going the only way to find out the right things is actually to try out a few duff things.
(16:39):
First, the quick you're going to make progress. And again, I'm not saying to you go out and just try out a random coach because you know, you never know, you know, nothing gained. If you don't give it a try, because at the end of the day, you're investing in possibly losing a lot of money. What I'm talking about here is perhaps cross industry ideas that you've seen work across another industry that you thought, actually, let's get this ago, let'sget this strategy go over it in my industry because that might work well over here. And it may not work well. You know, you have to really think about these things and just give it a go and give it a try. If you think it has grounds to, it's all about taking that calculated risk. You know, I'm not saying don't ever invest anything.
(17:24):
I'm not saying don't ever try anything that might not work. There is a little bit of you looking at things from both perspectives. It's a bit like the whole the six basic human needs, one of them is certainty and one of them is uncertainty. And so sometimes it can feel a little bit contradictory, but, you know, in terms of the basic human needs, you know, we need certainty because as humans, we need that security, but we also don't want to be in a humdrum. We enjoy positive uncertainty. We like enjoyable positive surprises. We like to get excited about the unknown and what might happen next, but we don't necessarily like negative surprises, do we?mSo I'm saying there, there are gray areas to this. There isn't necessarily kind of like a upending black and white rule here.
(18:17):
You will, as an entrepreneur need to take risks. And particularly as an entrepreneur, who's going to be successful, you have to be able to take risks to in order to move forward and you have to be willing to fail in order to move forward. So don't procrastinate and sit still because no man's land, isn't going to get any better. The longer you stay there, it just gets more dull, more frustrating. You've got to move forward with something, okay. It doesn't necessarily need to cost you loads of money, it might cost you lots of money, whatever it is, but you cannot stay where you are right now. You need to move forward. And so learning that ability to fail and engineer something that I deal with my daughter, you know, particularly when she was at school, when she was at school before lockdown we would talk about, you know, the things that were really great during our day, but also the things that didn't work out so well, because I really do think that we've been taught from a very young age, that failing is bad.
(19:17):
And that's something I really wanted to turn around with her to know that actually, you know, making mistakes and things not going quite as well and learning from that is the only way we're going to evolve, it's the only way we're going to move forward. So start doing the same with yourself. Start getting comfortable with failing, because the more comfortable you are with failure, the quick you're going to move forward and the quickest success is going to happen for you. And just not trying something through scared of it, not being scared of it, not working. Like I have clients who have sat on whole like outreach campaigns that we've put together because they're too afraid to start it, you know, and they're over it now. And that's great, but there was a period of time sometimes where you get given the thing, you get given the strategy and everything's ready to go, you know, the car's parked and you're, you're ready for holiday, but you don't start the engine because what happens if I break down halfway?
(20:14):
Well, we're never going to know that. And would you rather at least try to get there than stay in the same place that you are, because that's your option. You either stay where you are or you start and take a chance and see where it leads, you know, and if it doesn't work, Oh, well, you know, even money can be replenished. You know, the only thing that can't be replenished is time. And so if you're wasting it by doing nothing, then you're going to be in a worst position. So you have to start moving, you've got to fail forward, give these things a go. And so what if it doesn't work out, it just gives you that Intel to know, okay, well that didn't work. Let's either tweak it or scrap it and move on to something else, because then you can start to go through more ideas and eventually you'll hit on the right one.
(21:01):
And my fifth one, my fifth one guys is a really interesting one again, and that is self discipline. Now I had a real issue with this word for so long. I don't like firms structures that don't like rigid ways of doing things. I like flexibility. And to a certain extent, you know, I was comfortable with kind of floating along, going with the flow. That was a lovely as that comfort zone is, it's not going to get you very far at all. And it's a word that I've had to kind of get used to. I tried to kind of like change the words self-disciplined to something nicer, but I was like, actually, do you know what? I just need to get used to the word and realize that without discipline, without actually really going okay, I'm going to make start, and I'm going to do this thing.
(21:50):
I'm going to sit down pen to paper, finger to keyboard you know, send out the stuff, you know, you'll never going to move forward. So it kind of feeds back into my last point around failing forward. But in terms of productivity, you've got to have self-discipline because if you don't, you will always remain in a lovely, happy comfort zone that will hold you back. You've got to have discipline around your time. You've got to have discipline around doing the things that need to be done, or at least outsourcing those things that need to be done and having discipline around, you know, even to the other extent of it not affecting your business, not affecting the rest of your life, of having the discipline of putting the boundaries in place to go, this is what I'm going to stop working. Cause that's another one of my problems.
(22:41):
And that doesn't make for a very good business. And it also doesn't make for a very happy relationship with your loved ones either. So you've got to have boundaries, you've got to have self-discipline, you've got to, you know, understand that, you know, those boundaries are good. They're working for you, not against you. And that you're going to be far more productive because the procrastination and all of those things, you know, I call it this nice, nice, happy comfy comfort zone, but actually it's not because when you're floating along like that, all of these things that, you know, you should have done or should be doing right now is sitting like a massive weight on your shoulders. And until you learn to go, okay, I'm going to start time blocking. So an hour and a half to two hours, I'm gonna be focusing on these things I know are going to make my boat go faster.
(23:34):
Or I know that it's going to bring huge amounts of value into my life. You know, that actually going to bed at a certain time, I'm going to wake up brighter for my, for my calls in the morning, but I'm going to be able to focus a lot more than maybe I'm gonna be able to get up earlier for your miracle morning or, you know, knowing that it's this time now it's time to stop working pen down, keyboard, down, laptop clothes. It's now time to spend some time with my family. You know, you've got to have that self discipline. Otherwise you're going to end up in a very messy relationship with the rest of your life. You need to make sure that you embrace that word and actually create boundaries, do create schedules, do time block, and start being a lot more organized with your life.
(24:20):
If you want to make progress in not just a business area, but in your life in general. It's so important. And I see so many people being so undisciplined in their work and it seriously affects them. And again, that can happen because they're scared of failing forward. They're scared of making these mistakes. And so you find other less important things to do in order to kind of fill the time, but it's not going to work. The only way you're going to be able to move forward is by eating that frog, just doing the things be self-disciplined, hold yourself accountable and get the things that you know, that need to be done. Otherwise you're just going to float along and life is going to control you rather than the other way round, you know, self discipline. I think it's Brian Tracy that, you know, talks about this a lot about this whole act of self discipline.
(25:16):
Jack Canfield as well. It's, it's the success habit that you need to really take on board. If you don't have that self discipline, you will find that business will not be a successful. Your life will be messy. It's something that I've really embraced over the years and it's made a significant difference to my happiness by just being more disciplined about embracing the word self discipline and putting in those structures in my day in my business and in my general life, it's made a huge impact to how I enjoy it. So there we go. Those are my five very quick pitfalls in business. I really hope you enjoyed them. And again, if you would like to really find out some more about what I've been talking about, not only in these pitfalls, but like I said about some of the campaigns and strategies that we're putting in place that have brought in over half a million pounds in the last quarter that are gonna help you to understand how you can start from where you are right now to create a market leading business.
(26:18):
Then please do make sure that you get yourself booked into my evolve and elevate strategy session. The link is in the show notes. So do you make sure you go down and click that to get yourself booked in for the 15th of July. And I will. I'm really looking forward to seeing you then, and I'll speak to you very, very soon in the next episode. And I'm sure we'll be doing another pitfall episode at some point in the future as well, because like I said, there isn't just five, there are a lot more mistakes that we can make, but these are the biggest ones I really want us to talk about today because I truly believe that if you can get over those and you can start really niching really harnessing, charging your worth, you know, being more strategic about how you work in your business in terms of the strategies that you're using. If you can learn to fail forward, if you can learn to be more self-disciplined, they're going to make huge, significant leaps in your business and your personal life, life will change drastically. So I'm really excited to speak to you again in the next episode. So take care, have a fantastic week and I will speak to you then.