Monthly Archives: September 2020

Sep 23

How to Stay Consistent & Motivated with Visibility

By Jennifer Hall | Podcast

Made a commitment to being more visible? CONGRATS! But have you really thought through your plans? How are you going to stay consistent and motivated WITHOUT burning yourself out?

In this episode I talk through the key things that you need to think aPlease 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 formatbout and also stick to in order create a sustainable marketing and visibility plan that works!

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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

Are you struggling with your consistency and motivation with visibility then listening to this episode, because I'm going to be showing you how you can banish that struggle and start moving into a more fluid marketing plan. Hello and welcome to the Expert Unrivalled Podcast. My name is Jen Hall, your business position and coach and Market Leadership Expert. Now, in this episode, I thought it was really important because it's kind of off of the back of one of the episodes be extremely popular around strategic visibility so that you're not ending up exhausted and broke.

If you haven't listened to that episode yet, I strongly suggest you do, because it is a fab episode. But I wanted to kind of follow up because I know a lot of people are still finding it hard to stay consistent and motivated with their visibility. And it just so happens actually, inside of the Elevate program, a lot of the members are looking at their marketing plan, looking at their visibility, and are really ramping up for the different launches that they have coming up for various different programs.

And so they're really looking at the best ways in which to show up to their audience and how they can do that without burning themselves out. Because I see this a lot with this whole kind of launch mentality where people try and do too much and they end up getting really, really burnt out or that they're trying to become more visible because they're recognizing that they don't have an audience to sell to. And so they're trying to build their audience in the following so that when it does come to launch time, it doesn't feel like you're talking to the wall, that you actually have people who are primed and ready to buy from you who are the right people.

And so we kind of have, you know, these two different camps at the moment, people who are looking to to launch or people who are looking to build their visibility strategy in their marketing plan.

And I'm seeing even happen inside of the program where it is nothing to do with the people that are in there. It's just human nature because, you know, we're committing to something. We want it to be great and we're ready to kind of go go big or go home is one of the one of the Elevate members talked about this week. And and that's that's great that people want to do that. But we also have to be realistic in terms of sustainability.

What is sustainable for you moving forward and how you able to stay visible for either the launch period that you've decided on or the ongoing with your ongoing visibility? Are you going to be able to commit to that and stay on top with your energy? Because if not, that's really going to come through in how you how you sell or and how you show up. You're going to come across as burnt out and tired, and we don't want that either.

So that's something that we're working on inside of it.

And by the way, if you want to have a discussion with me to find out whether you would be a good fit for Elevate, which, by the way, helps you to get to the number one choice in the market to market the level, we cover a variety of different things from positioning, messaging, niching launch plans, visibility, marketing, branding and ensuring that you're actually monetizing all of those things.

If that is something that you would like to discuss, then please do make sure you become cool with me at Cool podcast, but the link is in the show, so do jump on a call with me. That's something you'd like to discuss and apply for and we'll have a chat and I'll let you know whether it is the best option for you or not.

So back to it then. So how can you stay committed, stay consistent and motivated and keep that on a sustainable, even pegging? Because it is difficult, because we want to be in as many places as once. But I would actually say that is one of the biggest mistakes that people make. They try and be Gary V, you know, yesterday they weren't showing up at all and today they're like, right, committing to visibility.

I will become Gary and I'm going to be absolutely everywhere. And the problem with that is that, you know, it's just not sustainable. You can't take that big leap. It's not going to work out for you. It is really is going to end in burnout. You're not going to be focused enough either.

And we have to understand that, particularly for social media, each social media platform has its own advocate, has its own types of viewers and listeners and readers who who want to look at things in various different ways, depending on the platform. You know, long form on Instagram isn't usually the best way to go posting up Facebook style posts on LinkedIn. You know, to be fair, it's kind of like moving that way, but it's still a very professional platform.

And depending on your audience, you know, and if you're connecting with, they may not connect in the same way to the post that you're trying to repurpose.

So I'm all for being clever with content marketing and repurposing. But you also have to be respectful and mindful of the different platforms you're working with.

And energy wise, trying to be everywhere at once is going to be very time consuming and very energy sucking, because it's so much the. Goes into that say, for instance, I had a client recently who wanted to set up a Facebook show and then put it onto a podcast. Now I'm going to talk through that example there to show you exactly why that wasn't such a great plan and what we've done instead. So this particular person has gone from, you know, showing up.

You know, she's showing up. Absolutely. But she wasn't highly visible and she would totally admit that. And this is why she decided to go down that route. But you also have to think hard around, you know, what's involved in doing that and how is that going to be responded to on the other side of it.

So let's start that start with how that's actually going to be responded to. So in terms of starting up a Facebook show, so what you're doing is you're going to get into a social media phenomenon and you're saying, come and watch my show, great fab works. People show up. But then you're also saying that they can go and access it on the podcast. So they go, OK, fine, well, I can listen to that later. So I didn't need to watch it right now.

I can listen to that later. So suddenly your show people he would have turned up eye to it is now started to half, if not a quarter of who would have actually turned up alive in order to see it will now just wait because they can get it elsewhere another time, splitting and diluting the both sets of numbers, both for the podcast and for the people watching that live. And you're not funneling them into one single place. OK, fine.

Maybe we can get over that. Well, what's the problem? What's the problem with just having the numbers? These people, they can go and watch it later and these people here can just watch it now. Well, there is a couple of things wrong with that. Now, the first thing is, is that it's very it's not impossible, but it's there's more resistance for people who are over on a Facebook social media platform to go and start listening to a podcast that they're not already a podcast listener and they are, well, way more engaged.

Well, more like Rob is a terrible way more engaged, like I just reverted back to when I was a teenager. That's, well, good. And they are way more engaged over on Facebook. And so actually trying to drag them over to a podcast is actually a lot harder because that's not how they normally usually conceive. So not only are you trying to go elsewhere for the information, you train them on, on a totally new way of consuming stuff in a completely different style.

And, you know, podcasts are all different to how you would show up on a Facebook live if I've seen people do it, and examples and games where Joe Rogan does it. Now, Joe Rogan absolutely does do it because he has started podcasts since before podcast or even invented. He's been there from the word go. He's well versed, well practiced. And he runs he basically records himself recording a podcast on Facebook. And that's the difference. He's still recording a podcast.

He still has the podcast. This in mind. He's now just bought another visibility element to it, not necessarily serving Facebook to then put it onto podcasting. So you can see the intention is different there. However, back to it. So training people to go over to a podcast from a social media platform in an audio podcast listener, there's a lot of resistance there when you have to retrain people. So if they have the option, they're probably just going to stick over on Facebook anyway.

Podcast The best way to get past podcast listeners is actually to find other podcast listeners on other podcasts to come over and drive traffic to yours. That is the best way, the easiest way to find traffic for your podcast. So you have to bear that in mind in the first place. And so not only are you diluting the numbers across the board, if we now take the focus back to Facebook, you know, Facebook book works really well. What it's done lives.

So you need to be sure that you're making it as crisp as you possibly can for the podcast. First and foremost, you know, not everybody loves to listen to a complete Woelfel, which sometimes happens at a Facebook life. Actually, people watch your Facebook live, thrive off of that kind of, you know, casualness. There's also a visual element as well that you won't be able to portray across on a podcast so that those things are considered.

But then also you're also using engagement. So Facebook loves Facebook live. So you've got to really if you want to make it effective to do a show live, I would absolutely do that. And then you've got to think about the engagement that people are going to have. If you're suddenly saying, OK, well, people are going to go and listen to it on the podcast, then you've lost your engagement, which means that the Facebook Live isn't going to have as much reach as it possibly would had you have engaged people.

They're having that kind of conversation with you, which, by the way, your podcasts can't see because they can't see the comments. So yet again, have to bear these things in mind that there could be some clashes in terms of the experience level.

So you have to bear these things in mind if you're going to have like a conversation with with comments. You know, when I when I see these on Facebook live, I kind of travel through the company to see what's going on. What do they say? What's so funny, you know, when you can't see that necessarily. And as you pop it in the show notes. But again, who was listening to. A podcast looking at a screen, not anyone, we're in the car.

We're on a dog walk wherever, different platforms, different uses, different experiences, different ways of consuming. So you have to bear all of these different things in mind is what is the strategy behind it? And then that's forgetting what you're forgetting. You know, the fact that you've got to learn all the tech. So you've now got to set up your show. Not only that makes it look good for Facebook show and work for that and work out the tech of when you go live.

And if you want your fancy screen things, you might use something like Belyaev or something like that or obese. God forbid it's something I use. But my gosh, it looks so complicated. It's free once you know how to use it. It's amazing. But if you don't, it's a whole other ball game. Definitely advise any technophobes out there to use something like be live instead. So you go to work all that out and then suddenly, not only are you working out how to make sure that everything is shipshape and sharp for your show, you're then OK now go to work at all the time and actually launch a podcast at the same time.

Holy Meatball's. There's a lot on your plate. You've got to start looking ahead and start thinking about how you were going to keep that up and actually launch and look at that in the first place.

So we've got to be a bit more intelligent about it. As always, we have to start planning these things, become more strategic and become way more focused as well. So that just sounds like a whole bunch of overwhelm. Right. So, you know, what we've ended up doing is sticking with the Facebook show so that she can focus and be consistent with that one thing, only focus on one particular type of user. She needs to be fun and entertaining and informative and giving value to those types of users, which makes things a lot easier and a lot more manageable.

And then we can look at things like podcasts and things like that in the future. Should we want to these I mean, these things can be taken off the table, but we also have to really focus in on it on a particular strategy. So one of the best ways to remain consistent and motivated is actually just to focus in and say, OK, I'm only going to focus on this one thing and I'm going to drive traffic to it. So rather than trying to be clever and repurpose to everywhere, you can start being clever by actually creating one core awesome, amazing piece of content and drive all the traffic there.

You know, people will notice I'm very quiet and quiet my group these days. You know, I'm you know, I'm driving traffic to my podcast. That's where people are going to get the best fr jen is over on my podcast, so I'm constantly telling people to come over here fast. If you want to hear, hear me, that's where you going to be. So I'm training them to find me over on my podcasts. And I'm using snippets of the podcast is like audio grammes out on social media.

I'm taking really great quotes from the podcasts and putting those out and repurposing those so you can still repurpose and you can still do that, but drive people to one core piece of content so that it makes life easier for you and be far more potent and less overwhelming so that you can remain consistent, you know, without fail.

You know, Winnellie, when we're episode forty nine guys, I nearly produced 50 episodes and I started in June, June in November last year, and I remained absolutely consistent. And inside of the program we've got people launching podcasts. And let me just give you a few reasons why I love my podcast. Right? I can. Pre-record So when I go on holiday, I can remain consistent because I can pre-record like two or three in a row and I know I'm covered.

And so that can get sorted out and can get drip fed over. I love my podcast because I'm very focused around what kind of content that I'm putting on there to make it as meaty, juicy as possible. So it becomes far more intentional, more intentional than I believe many other platforms out there, because I'm really trying hard to make sure that I'm giving you the most valuable information. And I'm able to do that in a way where I don't have to brush my hair.

I can remain anonymous. I don't have to be, like, super ready.

In essence, I can put my microphone on my laptop. I can record anywhere. And so it's versatile that moves with me. There's a lot of freedom involved with the podcast, but because I don't have any other things going on that I'm worried about, I'm just constantly focused. This is my main consistent piece.

Now, I've talked about today with another client. You know, I'm I'm looking at doing YouTube. Should I be consistent with that now? You know, there are certain things here like what's your focus? Where are you people hanging out? Where do you want to focus the most? OK, if that's not YouTube doesn't mean you can't do YouTube and actually YouTube. I've done myself. I've worked on it like a six month stint of creating some really cool videos.

And they're still producing leads to me.

Even now, every single week, they're getting more and more movies about thousands of views. And I'm getting people to subscribe and download all of my different options. And things are on the back of the back of that.

I'm not happy. You saw the video now probably for about a year, but they're still working for me because they're still friendly. So in essence, you don't have to be consistent with YouTube if you really don't want to. You probably have a YouTube expert, totally different.

But this is my experience and this is what I found. And I was saying to her today, look, you can absolutely try YouTube. It can absolutely generate leads without you having to go out there and do any work. It's an evergreen Cerna. You can absolutely do that. And you don't have to focus on it constantly because you if that's not where your main people are, if you mean people over on YouTube, then, gosh, why not?

Why wouldn't you be consistent in a place where you guys are hanging out? But until you tested that, maybe just try a selection, a stint of videos to see what comes of it.

Obviously making sure I see a friend in all these kinds of things and both inside the ENERVATE program, we cover things like YouTube video, how to create great YouTube videos. We also cover how to create an amazing podcast. We've got license's in there from the incredible program designed by Jessica Lorem and Scott Lorman. Lorimar suggests Jessica Lorimar and Salties. That's podcasting the pace. So anyone who is serious about starting a podcast can get access to these licenses in that.

So there's so much to be had from that program. So, again, if you're listening and you're thinking, I want a piece of that cake, give us give us a ring. And the tickets are so old fashioned, isn't it? Click the link like the link in the chain notes and could call in and which should be fab.

So yeah. So think about what will be your focus. What are you going to do, where are you going to be consistent with and just be honest about the other things that you can absolutely still dabble in, but you don't have to make that sort of a lifetime commitment to. But you got to pick one thing that you will be committed to and be clever in the way that you can absolutely broaden out to where the platforms driving the traffic back to that one piece of content where people will get the best out of you and you can focus on and you can get the best out of you, rather than trying to create millions of different pieces of content all over the shop, you can then think about handing off audios or videos and things like that for people to go and create blogs for you.

So you can be clever in terms of, you know, hiring people, depending on what stage you're on business and how much money you're earning from your business. You can invest in something like that so that you're able to create a consistent blog and whatever else for perhaps a different style reader who doesn't want to listen to a podcast might want to opt for reading it. But again, you've got to think about what are you diluting and is that the best thing to do?

But you can be clever with helping other people to repurpose it, but be very careful about who you get to do that and monitor it and make sure it's good. Yeah. One of my clients the other day asked me, should I outsource to a copywriter? It feels like that's a whole other episode. And my immediate advice is no, I really wouldn't. Not until you've got you've got to grips with your own marketing. Should you hand it off first and foremost.

And second of all, people want to hear from you. They want to hear from the founder. They want to hear from the people on the ground, not some hired copywriter who's trying to sound like you. Now, there are some very talented copywriters out there which can seemingly sound as if it's you if you find one of them and it works great, but there are very few and far between guys. So do you just remember that and, you know, they're never going to be able to come up with that inspired content.

You're still going to have to have your finger in the pie. It's not something you can ever completely 100 percent hand off.

That's my opinion anyway. So anyway, folks, stop trying to be Gary V, really commit to one thing and drive traffic to that one thing. Be mindful of tech and also be mindful of your business ecosystem. How is everything working together? Because it doesn't mean that, for instance, I don't go out and then promote a an opt in, for instance, on LinkedIn where I get them to come and get the opt in and join my list.

And then there's there's an automated sequence that is proven to convert off the back of that that they can download. And they go through that sequence and either buy something or continue to follow me on my podcast. And we're driving the traffic back to the podcast so you can see how everything works in harmony together.

And I absolutely nurture my list. I think that email list is very important. So if you're asking my opinion, which I'm not sure you are, but if you were to ask my opinion on what you should be focusing on, it really doesn't matter to me in terms of whether you're focusing on a Facebook share with you, focusing on a podcast, you know, it depends on your audience and whether now what kind of media do you think that they would prefer?

I would pick up based on your ideal client. But I also absolutely think that an email list is essential because in a podcast, I just know how many listeners listeners there are.

I don't know who is listening and if they download my stuff. So I want to know that. So that's why, for instance, in the show notes, I always offer some kind of opt in as well. People can download. And by the way, if you're listening, you can download my market leader guide, which you can find in the show notes for free. And then call my lovely list and you can see my awesome emails, and yet, you know, you can do things like that and I would definitely recommend your email list.

The second thing that you do and then one other piece of luck, nurturing because emails are great. They really, really are. And they help to get people interested and really involved. That is what I've seen these days. It's too easy to sit on the surface with an email, with an email as much as you can. You want to drive people down the rabbit hole of let's see what the next thing that they can do is. Let's put another soft touch in there.

Either come and listen to my podcast episode. Why not come over to Facebook and watch me on this live doing talking about this thing or join me on this intimate private webinar where we can chat together and show you how to do X, Y and Z, take them down the rabbit hole so they can experience you in a three in three D forty four K going to be fancy because otherwise it can be very 2D on email. So as much as you possibly can, you want to drive personal stories into your emails and again go way on a tangent here, but just a few quick tips, personal stories to try and get to know you as much as possible, not just on a how to level, but also on a personal level and also again, driving them to other content that really shows your business as a personality, not just you as a personal brand, but also your business as a personality.

And because you may have a working with a business couple at the moment, I say a couple their partnership, and we're working really hard to get their business branding on board because there's two of them. So we want them to buy into the business brand. We want to buy into the support coaches that they have so they don't feel like they're getting sloppy seconds, that everyone's positioned as the expert or focused towards the same goal. Who delivers that and how they get there is, you know, neither here nor there.

That's what the focus is about. And building the credibility up as a as a business versus just the credibility of the personal the person who's delivering. So, again, all depends on the type of business or depends on the different business models and people you're serving and your messaging and all of those kinds of things. It's not a one size fits all. It never is. You always have to look at your business and decide what is best for your business and your ideal clients.

And you insult everyone else who is telling you that you should set up a Facebook group and then nurture them for three months and then sell, which, by the way, is a really bad idea because all that does is just change them into wanting free information. And then when are you going to sell something? You get the oh, selling something very dashi or here. So anyway, yeah, you have to be mindful of all the all of these different things.

It's never a one size fits all scenario. The group thing can absolutely work for certain types of other client businesses and product and business model, but not for others. So it's just one of those things. So that for me, rounding it up is how you stay consistent and motivated by visibility, focusing in sticking, picking with one thing and committing to it every single week. The more you do something like, you know, yes, if you wanted to do once a month, then that's the thing.

It's like, what is your version of consistency persona? Here's my opinion. Right.

If if you're asking again is that, you know, the more you do something, the more frequent you do something, the more people will start to catch your drift.

They will start to realize, oh, she's showing up and showing up again and he's showing up again. And, oh, look, there he goes again. He's you know, he's hit. It's clearly something that's very valuable to keep going. And so many people give up before, you know, it really starts to get going. You know, I've been told, you know, from the experts who he who run the program for podcasting that pays that actually you really need to hit one hundred episodes before you really start to take over the podcast.

There's a lot I've been huge successes with this podcast, both monetarily and also enjoying doing it. Just love it. Great feedback. So it's working is working out really well and I haven't hit the mark of one hundred yet, but a lot of people still give up because they're not seeing, they're seeing the results that they want now. Doesn't mean you have to stop doing the thing a lot of the time.

There are other reasons to why that might not be working. Your call to action is there are you driving people towards things to download? Are you are you selling? Are you telling them what they can do next in order to be able to buy from you?

Are you talking about the right kind of stuff on the right topics or. Also, headlines missing the mark because, for instance, an opt in that doesn't do very well, the opt in might be bloody amazing behind the scenes, but it was clicking on it because your headlines rubbish. It could be that kind of thing that actually rather than just giving up on it, you just need to tweak things. So don't be afraid to focus in and and really hone in and get molester one thing and drive the traffic to it because it will absolutely help and you'll be far more motivated to do it because it also gets easier.

Like when I first did a podcast, my god, it was lengthy hours. I could work out how to do the tap and all sorts of things. Now it's it's a smooth process. You know, I broke up. I can record it done. And Bosz, I've got a process now that my VA follows that she goes on and it once I've created the episode she goes out and sorts all the promotion out for me and it's all done and dusted.

So that's the thing that you have to remember. It will get easier over time as well. And I see so many people start something and start it and it starts to look like it's doing really well and they start adding in other stuff too soon or they start wanting to try something different. And it's like why if something is working or, you know, it's working, why are you trying to change? And on the other point of view is if it's, you know, if you've not given enough time to work and you're not doing it as well as you could do, then it's not yet time to to prove whether that's worked or not.

You're going to let it run its course. I spoke on that previous episode that I referred to earlier around. You know, you do have to cut off where you've been consistent with something for such a long time and you're not bearing any fruit from it. So, for instance, if you've been creating that baby bird syndrome, I talked about what you're feeding people information and you've been doing that for so long, they've now trained them not to buy.

So are they ever going to buy? Is it's going to be a hard drag for you to do that? Sometimes I have to do with my previous group for this one at a drop a bomb, because I see what I did.

I got overly excited by everyone, was loving the value that I was giving, which of course they did, because I was giving away a lot for free and they didn't have to buy it for me because I knew that every time they ask the question, I would just answer it for them and that would be it.

And so you have to realize that, you know, there are times where you have to cut off, but you have to cut off. But you have to stick with something. You know, you've got to focus it down and really hone in that visibility. But, you know, and, you know, like I said, cut things off if need be. But you've got to stay committed to something and decide what that is and make that great something that Andy says is what would the best in the world look like?

And the best in the world would look like a scattered, massive, just the perfect tribe. The best in the world will be something that's super focused, that you're consistent with, that you get better at that you want to do really well and unperfect not not just on a content perspective, but also on a marketing perspective. What kind of topics are we going to talk about is really going to help people step up and buy all of these kinds of things?

So there we go. There's the episode on how to maintain consistency, motivation, because it's so important that you do have that you've got to enjoy what you do.

That's the last kind of partying punchier and motivation is that you've got you've got to enjoy it. If you hate doing it, then it's not going to work out for you.

But the other thing as well is, is that a lot of people hate things before they even tried it or they hate it because it's new, you know, hate things, hate things, absolutely hate the idea for the right reasons.

They, you know, like for me, I'm I really enjoy my podcast because it's it suits my lifestyle, suits freedom. It suits how I like to produce content. So that works really well, works really well for me. I don't hate me on Facebook Live. I just know that I can be more consistent on a podcast. Some people prefer, you know, they feel the energy having that kind of like interactive audience. They love having that engagement.

You know, if that's what you thrive off, then maybe choose something to do with video. You've got to pick what's right for you in order to be able to stay motivated. Don't just go for a particular platform because someone said it was a good idea. Like I'm saying, I love podcasts.

You know, not all of my Elevate program a podcast, because it's not all right for them. So you have to decide what's good for you and go with that in order to be motivated in doing it and looking at how is that going to work in harmony with your entire business ecosystem. So there we go again. If you want to chat about Enervate, then I have very, very, very limited spaces in there. But if you'd like to chat and apply, please do pop a public.

No, I have popped a link in the show that you can click on the with and I will speak to you then. And as for everybody else, I will see you guys next week in the next episode.

Have a fantastic week.

Sep 16

How to make more Money from the SAME clients

By Jennifer Hall | Podcast

Securing new clients is expensive – whether that’s the time invested in getting them or the money you plough into advertising. But a smarter, easier & cheaper way to make money is to actually make more money from the same clients who love you!  

In this episode I show you two easy ways to increase the lifetime customer value and instantly make more money from the tweaks PLUS some serious ideal client tips that will also create even more dosh!

Tune in to find out how!

Useful Links –

Book a Call with Jen  –

Download my free Ultimate Guide to Becoming a Market Leader –

Send your emails to

Book onto my Evolve & Elevate Strategy Session –
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

Getting new customers is seriously expensive, and so in this episode, I'm going to be showing you how you can make more money from the same clients. Hello and welcome to the Experts Unrivalled Podcast. My name is Jen Hall I'm your business position, engage a Market Leadership Expert. And in this episode we're talking all about how to make more money out of the same clients. This episode has been inspired by a new client that I've taken on this week, and only this morning was me running her first session.

And she was outlining some of her goals for the intensive that we put together. So basically the main goal of the intensive was around her messaging and finding out her point of difference, her USP. And yes, I do run these incredible intensives. So if enervate, for instance, isn't something that you want to be investing in right now, which I've talked about a lot, by the way, it absolutely could be. If you're looking to join something that, by the way, is totally transformational and will take you from where you are now, it's becoming a market leader.

But if you're looking to hone in on something in particular, specifically on really understanding and getting clarity on your niche, your business model, your packages, your pricing and, of course, your unique magic, but at that point of differentiation that separate you apart from everyone else out there doing a similar thing to you, then we can absolutely have a chat, have a talk and see how I can put something bespoke together for you through a VIP intensive.

So do get in touch. Do you click the link in the show notes which will take you to a page where you can hook up with me and we can discuss the various options, whether that be the right fit for elevate the right face for more of an intensive or even may not be a fit at all. Let's have a conversation. Let's discuss and let's see how we can help you to take you to where you want to be. Anyhow, I digress.

So going back to this particular client who I was working with this morning, and she was going through her goals and we were looking at her messaging and specifically because she had a lot of different areas in which she was working, she'd started to explore an entirely new niche because she felt like the the client journey that she was working on originally had too much of an abrupt stop, you know, that she didn't feel like there was anywhere else to go with her clients.

And she felt like she was having to keep gaining new clients all of the time in order to keep feeding her business monetarily. So when we looked at this, we actually looked at what she was, what she was applying to her clients and actually started to get far more targeted in the results. But not just the results, but also pivoting her business ever so slightly. And it was really was a micro shift. It was not a complete turn on the head or a complete change, but it was a micro shift in terms of looking at the journey of her ideal client and the potential journey of her ideal clients.

Because if you want to make more money from the same types of clients, you've got two options, OK? The first one is to charge more for your services, which I absolutely think in her instance was necessary. She identified that she was absolutely undercharging for her services and she knew that she needed to start changing, that she was still on the old model of charging possession. Her way of packaging was to just kind of like, say, OK, well, a minimum of six sessions or whatever it is, rather than actually creating packages that have a almost a singular transformation that people buy into.

And it takes as long as it takes. Another thing that she was doing, which I thought was really interesting I thought that you guys might benefit from hearing, is that she was also leaving it up to the client to decide how long they wanted to take to use their sessions. And that causes a problem on all fronts here. So the first thing is, is that you are the expert.

She knew that actually taking those sessions more frequently would would get greater results for her clients, and that's how she prefers it.

And so if that's how she prefers to get better results, she is the expert. She knows. And you have to guide your clients into what you believe is the best option for them. And if you believe taking over a longer period of time is actually going to work against them, then it's your duty to tell them that it's the first thing about it. And the other thing about that is also that you're being slightly unfair to the other clients who finish with you sooner, especially if you're a friend in between support into those sessions.

If you're someone who is allowing the customers to decide how long it's going to take, or even more common than that, allowing customers to delay their coaching. You know, and I've done this on the odd occasion when there's been special circumstances and but it still has boundaries and parameters because at the end of the day. There comes a time where you have to say, OK, well, this is not fair to the rest of my clients, you know, if you have longer time means you get longer in between support.

I've recently paused one of my programs specifically for one person and put a pause on it and just pause the payments. You just mean just put a pause on the supports and say what I've said is absolutely. You can delay it, but you will not have any of these avenues. You know, you won't have the extra in between support. You won't be able to upload documents. You won't be able to ask me questions until it gets this day if you want to restart sooner.

No problem. But, you know, I have the flexibility to pause it for you, but it really does pause and then we start again as soon as you're ready and then you can resume as normal services. So don't forget to stay loyal to yourself, your business, your boundaries, your you know, your values. And also respecting the other clients pay you as well. It's really, really important. And obviously, all of these decisions are totally, innocently made of trying to be flexible and trying to be, you know, trying to help people make the best decision and get the best out of it for their situation.

And that's fine. I understand that all good intentions. We want to make sure that those intentions are fair and are actually working in the best way for clients because, you know, a lot of the time, people don't know what they need. People don't know what's the best scenario. You're the expert. You know what works best for your programs. You have the experience. So make sure that you're prescribing that and sticking to the boundaries of it.

So that was just a kind of a side note that I thought would be really useful to kind of talk to you about, that you have the ability to charge more per client if you want to make more for the same clients.

First thing is to look at is to go, OK, what am I actually charging right now? I'm not charging for the transformation. Why am I charging for time? Because you're charging the time we need to move away from that is always a losing game for any business. It's also a losing game for your clients. And I talk about this and in fact, in fact, I've talked about a lot of the podcast, but I haven't done a whole episode on that.

Maybe that's that's that's a sad episode to write down for another day. But there is doing a client's a complete disservice, you know, charging for time because they're always checking their watch waiting. You have I got the value from the time that I've been taking rather than being committed to taking as much action as possible to get to the result in the time that you have given them. So, you know, don't charge for that. Look at that.

Are you charged with the transformation? If yes, are you really understanding the value and the impact of that transformation has in their entire lives? And are you actually charging what you're worth or have you taken into account appropriate in between support, appropriate time and energy that it takes you? Are you taking into account your years of expertise? You have to get along the way. Are you charging your worth? If not, then that is one very quick way of charging more.

Now everybody has the features of charging more and we've covered that a lot inside of the podcast. I would probably do it. Got another episode. So many episodes record guys, another episode on that. But the bottom line is, I can tell you for a fact right now that raising your prices will not mean less customers. A lot of people think it will. It won't. You will. Absolutely. You know, in in experience, I've always actually experienced more customers, the more flexible prices.

And that goes across the board for every company that I own, not just this particular coaching business. So, yeah, I, I would absolutely check that out first. Make sure that you're charging enough for your services. Now, the next way of doing it is actually extending the customer journey. So if you remember I said that this particular person I'm working with this week felt like her services ended very abruptly. It felt like, well, once they find out this thing, they've got it and off they go.

And thanks very much.

So what we had to do is actually take a different angle to what she was actually serving. So instead of doing the one and done, okay, here's the answer and off you go. We actually looked at extending that support time, but in order to do that, we had to look at what I call a coin, this phrase, the marketing entry point. So what is the entry point that your customers coming to you at now?

For a lot of people, they try and catch people at the very beginning of their journey. Now, there's a few things here. If you're catching people at the very beginning of their journey, they do tend to want to pay less because then you add to it they haven't struggled for that long. And there's also a lot more risk involved because, you know, when people have struggled for a long time or have a particular pain point or have a huge ambition and haven't been, you know, haven't been struggling to achieve it, they're a bit like, well, I'm cool to kind of enlist and help.

But, you know, I'm sure it's easy, right? Like, we're just going to do this, this and this. And then Bob's your uncle. The reward is going to come out at the end. And we both know that that's not always the case in a lot of cases and the majority of cases, you end up trying to work it out yourself or like piecing it together with, like non-specialist or YouTube videos or whatever, and you're still stuck in the same position, still the same desire to move away from the pain or still the same desire to get to the end points.

But it's just not happening fast enough. It's not you're not seeing the traction. And, you know, whether that is through, you know, with your relationship coach, a money coach is coach, health coach, whatever that looks like. You know, we all know that across the board that we see that happening. So you've got to decide your entry point, because then once you decide your entry point, you also need to look at your signature product.

So where is someone coming along? Are they are they more experienced if them struggling a while or are they newer or in fact, aren't they at a different point? So let's bring this to life with an example. Let's use the example of a career coach. OK, so careers coach comes along helping people to get their confidence to go for their next job. Right. So that's one part of their journey that they could be supportive with. Now, that's one part.

You could also think about shifting the entry point potentially to somebody who has already said you already in a job and needs the confidence that their confidence back because they're underperforming or they need to excel and to get the confidence back inside the current role. Or potentially you could shift the focus to helping people who have started a new role and now feel like they've got imposter syndrome. So you can you see, actually, you can take your skill set and use that at every different stage as to where they're at now.

Again, the further the bigger the pain point or the bigger the ambition, the more people are willing to pay. So that's something to consider. We also have to consider the fact that they might want to learn in different ways. And it tends to be not in all cases, but in a lot of cases. They may need more bespoke help the further along the journey they are. So when they're more experienced or they are in more of a model or the top, it becomes far more sensitive.

They may want to start to get help in a more sensitive environment, more bespoke, more one to one people at the beginning of their journeys, you could potentially think about offering them a lower end option so we could be looking at things like membership models, maybe self studies and things like that. So you've got to decide what kind of business model you're going to have and what is going to be your signature product that when you know you're marketing to to a particular product at a particular place in the journey.

Now, you could absolutely serve all of those people if you knew, because you could be you could be anyone listening to this. Right. You could get any kind of skill set, let's say you or that person that I just described a moment ago, that careers coach, you could serve all of those particular clients. You absolutely could, because your skill set can serve all of them. But you have to take into account that they all have a slightly different problem.

They all have slightly different situations. And therefore, your marketing will have different messaging depending on who you're focusing on. Now, that's not to say that you cannot serve all of those ideal clients. You can, but you need to pick one for your main route for getting people in. You need to keep your messaging strong. So we do need to pick one. But it doesn't mean that you can't then attract those other people. Then as you're talking to people, you'll find other people who are on the same journey but might not be quite there yet, will still be listening to you, and you could potentially identify these people and and give them products that suits them in particular.

But we do for the sake of a targeted marketing that works, we need to pick one particular ideal client and we focus on that person. And that will be where they are coming in at your chosen entry point. And now, as I've said in other podcast episodes, everything has to match. You've got to have it congruent. You need to make sure that the the form that you bring that in. So to begin, if they're really experiencing, they actually want one to one.

You're not offering themselves. It doesn't make sense to them at that time so the format in which you deliver has to make sense to them. The signature product, the business model has to work for both you and them. And again, it has to make sense. It has to be the right length of the time that it needs to take in order to get them the end result. You've got to be the expert. You've got to prescribe all of those things and you have to decide what is best for the client.

Sometimes you might shift or choose a different ideal client depending on the type of business model you want or the focus little. Passion, but all of these different things have to line up. You've got to have your ducks in a row so everything matches up perfectly. So in terms of extending that customer journey in order to be able to serve them over a longer period and keep reselling and upsetting to them to end up making more money from the same people, we have to look at that entry point and then we have to decide, is that then going to be from that point sort of gone through that particular program or what are you going to give them next?

You can a down, sell them into something that's going to be able to support something smaller, that will be able to support what they've already learned, or you're going to opsahl them into the next stage of your journey. And so for this particular client, we realize that actually we could opsahl them into another stage of the journey that actually once they got to the end of the particular signature product that she put in front of me, that actually you could continue to support them and get them a different result.

But you couldn't sell them that Opsahl at the beginning because they weren't ready for that yet, that they weren't quite there. So this is what I'm talking about. When you're looking at your ideal client, you have to understand that you are a client, has stages in their particular journey. And actually, by identifying their stages, you realize you have different ideal clients within it. Yes, they're all on the same journey. And inevitably you will want them to get to that end point, but they will start from somewhere.

And it's where you take them from is the most important question that you need to ask yourself when it comes to getting clarity for your marketing clarity, your ideal client, understanding what you're going to be writing for your content, how you're going to be resonating and attracting these particular people, marketers and for you, how you're creating your lead markets. It all stems from your ideal client clarity. It's so important for you to get that clear. And that's what we're working on today.

We were looking at that. We were making sure that she had all our ducks in a row so that she's got the business model that works for her, that she has the right client for that business model, that she's working in her passion. So everything's aligned and it all makes sense. And she can start getting excited and getting out there with this new messaging that's going to start attracting young people and that she can then see that her business ecosystem, which is something I work with people on in my programs, is around creating that ecosystem where everything's working in harmony so that she can say, okay, fine.

So once I've got them in and she chose the one to one business model, that's what she wanted to do. And, you know, and I always say things can change. You can start with that and then decide when you want to scale further, you can change up and create something different because there will always be a capacity issue if you're constantly doing once one. Now, obviously, there is a way of making more money from one to one again is raising prices and charging even more.

But even then, there's going to become a limit somewhere along the line. But that's what works for her right now, is more money per client. So that's the way she's chosen. But we've also been able to do to extend that journey as well. So we've extended the journey to see actually there's more to offer these people both on on the other side of once they once they reach the end point of a current program, we can actually choose another end point for something different, a new result that they can get based upon the springboard that she's provided.

Now they can take it to the next level and she can continue to support them through that. And then she's also got ideas for potential self study products that she could use to down so that she could potentially repurpose in the future. Should you want to change a business model to use as some kind of lead generation and lead market to get people in, get a taste of what she does and then to sell them from there so you can start to see how your products and your business ecosystem will all work together in harmony to generate money from the same person over and over again.

And like I said in the introduction, getting new clients, it's really expensive, whether that is the amount of time that it takes to get someone on board or whether it's the amount of money you have to put into paid advertisement to get them, it's expensive. And so it makes sense to keep repackaging and keep repurposing and keep offering something to the same person to add more value. Now, it's not about rinsing them for all that they got anyone listening to this who's thinking, which sounds almost all about the money.

At the end of the day for me, selling, serving. And the more you could help people and the more things that you can identify that you can help them with and get them even further, the better. You know, if they experience your work and they don't want to continue buying, well, then maybe it's time to look at your work and go, OK, what was what was I doing there? Now, in some instances, people find that they try and cram too much into programs and so people don't extend the journey because they've got so much to get on with.

They can possibly think about buying anything more from you. That happened with me in the past. At the very beginning of my coaching journey, I bought into a self study product from this very well known coach. I'd never buy from her again. Not because, you know, she's. Rubbish, but she just gave me too much to do. I still haven't got through with all of this stuff. It was impossible to implement because it was so much stuff in it.

And that's a big mistake when you start adding too much stuff on someone's shoulders to try and implement. Do people get overwhelmed? They become disengaged. And actually they just think, well, I'm not buying anything more for me because I'm still struggling to do the thing that you've just given me. So actually, it might be worth rather than trying to packed so much value into the same program, thinking about what what can I actually do to get them a particular result, what is necessary to get them to the next stage that they truly want.

Now, all of this extra enrichment stuff that you're doing, perhaps it's time when you start creating a new program, a new product, something else that they can buy into when they're ready for it rather than trying to piling all on them from the word go. Doesn't do you any favours in terms of in terms of your sales process. And it certainly doesn't do them any favours because they're less likely to implement and compete and get the transformation if they're overwhelmed and too busy.

Right. So he's always thinking about the best for your clients and the best for your business. And I really do think sometimes less is more. And so this is a big mistake for a lot of people. So start to think about the different product opportunities that you could supply. What's your entry point? What does that look like in terms of a signature program? Is it a membership model? Is it a one to one? Is a group program, is it a high end mastermind or a high end program that it's over 12 months?

For instance? I have like I said, I've got I've got VIP intensives. I've also got a mastermind, which is a high level investment, but it's 12 months long, hugely transformational. And it provides my business with high and recurring monthly revenue every single month. But it's primarily one to one basis with a mastermind element. The world is your oyster guys. You get to choose the best for your clients and you get to choose the best for you and your business and your lifestyle and your freedom.

You know, yes, you absolutely need to take into account the kind of support level that your clients want. But you also need to put your own boundaries and values in place, too. By the way, as a reminder, you know, your business is also here to serve you, too. And you being burnt out and hating and resenting your business is not going to be any good for your clients. So that's really, really important. So you could have many different goals as to what that is.

And then you can think, OK, this is my entry point. What's the next best thing for my clients? You know, what could they have? What would help them? How can I sell and how can I down sell to them and create that product ecosystem so that you can start to identify those different areas. So hopefully that's been helpful for you guys. So remember, first step, just as a recap, look at your current pricing that you're charging know you charging your worth, if not charge more.

That's how you make more money from the same people is actually to think about charging enough for one current already doing. Then it's about looking at extending your customer journey that could either be backwards so you don't necessarily have to go. Always go forth. What else can I do to help support these people? Because you could also identify particular like a secret following of people who aren't quite ready for the service you're putting in front of them. They actually need more foundational step first before they already identify these people and get that product in front of them, and then you can up sell them into your main entry point.

So it doesn't always have to be forward thinking. You could always think, what do they need first before they could be ready? If you've got people with objections saying, I'm not ready for that yet, why aren't they ready? And can you fill that gap? So it could be for forwards or backwards? And also looking at your current offering and saying, OK, is this too much or am I trying to cram too much in? Should I be chopping this up?

Or if not, should I be charging much more? Because look at the value that I'm actually giving. But you always have to go from the feedback from your clients in terms of, you know, what do they think about your products? How how is it for them? Look at your client results and success rate. You know, is there something that needs to tweak, needs change? Remember, you are the expert. You know this better and get feedback from your clients and remember to pick your entry point.

Remember to extend that customer journey and shift shift your entry points if you're marketing for something that doesn't quite work. So, for instance, a lot of people, for instance, life coaches focus on, for instance, find your life's purpose. You know, that's great. And a lot of people want to find it. But because it's so esoteric, because people are like, okay, so I don't know what that looks like. There's a lot of risk involved.

So you don't doesn't tend to be particularly fruitful, Nesh, because people don't want to spend a lot of money on it. It's too much risk of getting themselves into. And then once they've got their life's purpose, they're like, okay, what do I do with it? So you need to start thinking about, okay, well, maybe that's not the point in which I help them. That could potentially be a foundational piece I give to certain people that maybe my entry point is to actually begin in order to help.

Then perhaps you embrace that life's purpose, turn it into a business or embrace their life's purpose and take that forward in some way or whatever it is by helping people find answers isn't necessarily the most profitable nation.

Sometimes you have to think a little bit more clever and switch it up and take them forward slightly. You know, once they've got the nice purpose, what do they then do? How can I support them on that next stage to help them? And then you've extended your customer journey because then you can help them find their life's purpose. They may need a break or they may need some difference. Or you can say discover your life's purpose with the intention of turning into your business.

Then they know the GPS. They know where they're going. They know that, OK, this is the intentions of the program to find my life's purpose along with my life's purpose and turn it into a business. This is just an example, guys, but that's how you can start to look at an entire customer journey instead of snapping it off before you've even really bit into the juicy apple, you know, you need to make sure that you've got more to offer and that you can start to extend that that Majali as much as you possibly can.

And so thereby extending the customer sorry, the lifetime customer value. So there we go. There's the info. Hope it was helpful. Remember, if you guys would like to discuss with me about any of the options available to you, whether that be intensives, one day intensive , intensive programs or why elevate my signature program, which is amaze balls and then do just physical with me in the show notes. And we can have a look at that and discuss how I can help you move forward and reach your goals.

Okeydokey, see guys in the next.

Sep 09

Game-changing Marketing Angle That Transformed a Business

By Jennifer Hall | Podcast

A couple of weeks ago I had a conversation with someone that changed the way their business now operates forever more. This penny drop moment brought a realisation that is now saving him time and energy, and will bring in far more money and more successful clients. 

Want to know the nine words that changed everything and transformed his business?

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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

Get ready to hear the new marketing angle that will change the way you do business forever. Hello and welcome to the Expert Unrivalled Podcast, my name's Jen Hall, I'm your business positioning coach and Market Leadership Expert. And on today's episode, I'm talking about a significant penny drop moment that radically changed someone's business in a matter of seconds. So I'm going to be divulging all of the info in just a moment. And even if you get through this and you absolutely 100 percent agree, this will absolutely reinstill the fact never to go down this route, ever.

So it's going to help you do one of those two things. You're going to make you change your business or it's going to prevent you from making a big mistake.

So before I get on to giving all of this info out, I also just want to say a massive, huge, proud, well done to everybody in the elevator mastermind. We've seen sold out programs that have just been released for the first time. We've seen incredible new passive income streams coming through the door, thousands of pounds worth of recurring revenue added to the bottom line. We've seen twenty six came months. And I'm just super, super proud of everybody in that in terms of their monetary results, but not just the monetary results.

Also the fact that people have been coming up with some stonking and I mean stonking incredibly groundbreaking, unique magic bullets, which Highbridge basically, if you're first for first time, Lisner is a concrete USPI, something that absolutely differentiates you from entirely from the market that's unique to you that people are falling over themselves to get. And we've had some incredible breakthroughs, some incredible creations and innovations going on in the elevator mastermind. So well done, everybody in that's so, so proud of you.

And if you were looking to become part of the ELEVATE program, which primarily is a one to one program where you work side by side with myself and Andy and also some guest experts that we have coming in from time to time, plus the elevator mastermind included in that, then you need to make sure that you get a call back to me, the picking the calling is in the show notes if I can get my teeth back in. The recording is in the show notes.

But for those listening, you just want to drop it down quickly. It's bit dot liberty, dot ally forward slash clarity call podcast. All you need to do is just go to that link and you have called me, have a chat to see where the Elevate program is right. For you. So anyway, back to it. So I was chatting to somebody on the on a call the other day and we were talking about how they were going to take their business moving forward.

And as it stood, they currently had three different areas in which they worked, three different idea clients initially were working with, and they found themselves in networking groups with a certain type of business owner. Now, these this person isn't necessarily a business coach in terms of the marketing sense, but they did the coach business owners were in in these networking groups with a particular type of business owner. And these these types of business owners weren't making very much money, were still struggling to validate their business ideas and, you know, were relatively at the beginning stages of their journey.

So he's surrounded by this particular type of ideal client. And I could actually rephrase that. He was surrounded by this particular type of prospect that was presented to him. But we were looking at these different areas of his business and where he's been most successful and actually where he's spending the majority of his time. And I've spoken about this before. And another one of the amazing kind of panicked moments that other people have had was actually from a podcast episode around strategic visibility.

So how to actually be strategically visible without being exhausted and broke. And, you know, it massively changed the way people were working. I saw people closing down Facebook groups. I saw people shutting down social media channels, stopping particular social media activities that just weren't bearing any fruit, which actually sounds quite devastating, but actually very, very positive moves because what they were doing was spending all the time in the wrong place, all the time and effort doing things that that wasn't bringing anything in for them.

Now, you obviously have to check to make sure that it's not the message that's wrong because you could be the right place. The message could be wrong that you do have to troubleshoot and just see, you know, is it what is wrong here or is it where I'm hanging out or is it what I'm saying? But these people make these decisions and pull them back out of time where they can. She's spending more fruitful areas, and that episode is fantastic, by the way, I do say so myself.

So do go back and listen to that one. But anyway, we're looking about where he was spending his time, actually, where the policies he made the most money from, which are particular ideal client avenue. Is he gone through it? First of all, we recognize that actually there was a bit of that going on. So there was a bit of strategic visibility that needed to be tweeks because he was spending all his time over in that area that actually wasn't bearing any fruit.

And he was he kind of got suck into it. And he asked me, you know, plain as day, should I be carrying on, hanging out here and trying to supply products to these types of business owners. And my honest answer was this. And this is the actual thing that I said, and this is what changed the way he's done business. And I'll tell you the positive outcome that comes after this. And that was is that some people are so far down the rabbit hole that they can't see the positive that you're bringing to the table.

And this is crucial. And I see it happen all the time where people get into convinced mode, where they are desperate, they can see these people need help. And they knew that if they just if they just did these things, that life would be better. But the problem is, depending where people are in that journey depends on their priorities. And if you're not feeding the priority for them at that time, then you're going to find yourself banging your head on a brick wall where they they can see that, you know, logically, they can absolutely see that you could add value.

But that's not their biggest problem on their plate right now.Or the fact is that it's not the thing that they want to hear. For instance, I speak to a ton of business owners who get on a call with me. And they ask me about the sexy stuff, the funnels, the Facebook accounts and the passive income and all of these sorts of things. And, you know, sometimes they hear things that they don't want to hear, which is you're not ready for that right now.

And actually that's not the best strategy for you. Or maybe that's what we should be looking at. That's not going to bring you in the most money or that anger and that message is wrong for that type of person that you would like do it. I'm very honest with my advice, and they don't want to hear it because they just want to go off and do the passive income. They want to do the sexy thing. And it's all be fine.

Go ahead, do it. And literally nine times out of ten, I will get someone circle back and go, oh my gosh, I wish I listened to you, but people have to struggle before they seek out help. You know, it's very rare. It's not completely unseen, but it's very rare for someone to come on board and go, look, I'm completely need this. Never tried anything myself. And yes, I can see that you're you know, you have a roadmap.

And what you said to me makes sense. Yes. Let's prevent all of the mistakes. And that's just go in fresh and do it all. Lovely for the word go. It's just not right. So it's not real. It's not real life. People will want to try it themselves. They see the shiny object. They want to go towards it. They want to go and do those things first. So at least take their time to find out that out.

That's boiling. That's not quite where I wanted to go. They've got to make the mistakes. You know, it's like when you when you were younger, when your mom was going, you probably shouldn't do that. And you're like, yeah, whatever. Okay, mom, I will do. And then you go out and then you don't want to admit it, but you do think to yourself, oh my gosh, why did I not listen?

But we have to do those things. I've done it myself. You know, I've had arguments, well, arguments, heated discussions with with with one of my coaches around a particular way that I wanted to do things. And she knew she could see she'd been there, done it, got the t shirt. She's been there, done it, got the t shirt with all the people who have tried it. And I'm like, but no, it might work for me.

It might. And yeah, it might. Yeah, it's it's very unlikely. It's been proven not to. And so she was like, you know, I'm just telling you, this is the facts if you want to go and try to do but, you know, at the end of the day, it's probably not going to work out and but you can absolutely give it a go because there is a chance. There's always a chance that it might.

And lo and behold, you go off, do it or think about it and go, yeah, you're probably right. Let's change tack. Let's think about a different way of doing things, because that's probably not going to be the best way to do it. And so, you know, you have to recognize this and so that this is what changed the course of his business. You know, this information, this realization, this penny drop moment of I'm spending all of my time trying to convince people that don't want to listen, who do not care about what I'm talking about.

Now, you've got two options here. You either start talking about things that do care about fine and then you start selling those things. But it is not in your remit to do so if that's not who you are best placed to serve. And also, by the way, people who are new.

That's something particularly if we're talking about businesses here that tend to have as much money as people at the other end. OK, so you also have to bear in mind that how much where they are on the job depends on how much they're willing to spend on something as well, how much they can and which they can afford. Your client has to be able to afford to pay.

So if you're looking at high end, whatever it is, you know, and it is not always the case, you know, in terms of how much money people earn, depends on whether they can afford it or not, because people will find the money if they really want it. So you have to they are few and far between. But basically the rule of thumb is the bigger the pain or the bigger the ambition, the more people are willing to pay.

That's the kind of what you need to take out of that conversation. But your ideal client does still need to be able to afford what you're putting in front of them and say, for instance, if you're taking the business businesses as the example, they also have a certain money mindset, the beginning as well, that the less that they're willing to risk less. Now, there are the unicorns out there. You know, I used to serve the unicorns.

That's what I was all about back in the day when I used to solely help out with finding helping coaches find their coaching nesh. You know that they were right at the beginning of their journey, but I still saw programs around for Cormark. You know, people still bought them because they were the unicorns. They were serious. They were all out. They weren't dabbling. Now they do exist. People will pay the big ambition. And that's who I was seeking out, the people with big ambition and absolutely did work.

But if you're looking for a mass markets and you're spending all of your time around, people who, you know, with one unicorn, let's take the networking for an example. Okay. Networking really only works when you keep showing up, showing up, showing up in the same circles. People get to know you and finally they start to trust you. Yet you're the person showing up consistently so long. It's a long game. Networking, absolutely fruitful, absolutely fruitful.

One hundred percent recommended and to do networking. But if you find yourself in a networking group where you have been there and you've tried that strategy, they may just not be the right kind of people that the unicorns that you're after are not there.

And actually they're the the majority, not the minority. And you showing up consistently to people who do not want to hear it. The same thing in a Facebook group, for instance, people keep going back to the same people, trying to tell them the same message, and they just don't want to listen. And they're not pumping any new people into their. So they just want the same old people. You've got to keep moving and you have to be put your business hat on and go, what am I selling and to whom?

Why is it a priority? Why is it urgent? You've got to get all of those things in a row and everything matches up an alliance to make sure that everything makes sense so that you can speak to the right people, so that you can make sure the message speaks to those correct people and that you can you can sort of go in the right angle, whether that's more people, less money per person or less people are more money per person.

Whatever it is, it's all of these things have to align. You have to look at that. And this is something I actually speak about in my evolve and elevate strategy sessions, which I'm looking to for very soon. I'll put the link in in the show notes and you can have a look at that. I don't know what the date will be, but it will be a surprise for you when you open the link and you'll find out what the next date is.

I talk about business model and all this sort of thing. You have to make sure that everything is aligned to make sense to who it is. Just adding to what you're selling, the message that you are giving them away or hanging out and who you're speaking to. All of those things have to make sense. That's how you build your marketing message. How you build your marketing strategy is by and then inevitably a business model by looking at all of those elements.

So in the end, after having this conversation and it was not as in depth, there's literally all I said was some people are too far down the rabbit hole to be able to see what you're offering them. In that moment, he realized that things had to change and he realized that he's going to have to be far more strategically visible to the right people. And he actually decided to go down the corporate route because that's where he spent the most money in the past.

He wasn't precious about which one of these other clients he wanted to suit, but he really was. He, you know, people people who don't listen suck your energy because you would just want to help them. You just, like, listen to me. But couldn't you understand you're stuck and convince me. Do they draw you back, draw you back? Then they change your message to turn into a plead rather than dangling a juicy carrot. And so you end up in this vicious cycle.

And that was what was going on. So he realized, I need to stop doing that. You know, this is what I offer. This is who I offer it to. And you know what? Sometimes when you do that, it helps people step up. It's like, OK, well, they're no longer trying to convince me the.

Telling me is, if I do this, no, look at all these other people who are actually going to work with them and seeing these results, oh, I want a bit of that actually helps people to step up when you stop paying people who don't listen so much attention and you should focus on the people who were you. You were right to serve. It pulls people out of that that silo mindset pulls them out and get them to pay attention to go, oh, OK.

Now they're making these paradigm shifts that now enables them to become ideal clients before they were prospects that they listen.

Now they're starting to look and see the results and starting to pull up to where they need to be the site to make that paradigm shift in themselves, inevitably helping them more by not banging that drum consistently with them, starting to bang the drum to a new set of people with the right carrots, knowing that you're giving them the correct message that they want to hear, that they want to buy to go. OK, fine.

Yeah, that's that's what I'm after. And everyone else is going to look and go, OK, so that like the you know, we got marbles in the playground. You're holding these marbles in your hand. You like can I kind of look rather than picking them up their face, I mean, it just it just these it's start have more dignity. Start realizing that what you have isn't something to to to convince people of is very valuable. Now, again, I've mentioned at the very beginning this episode, and that's about making sure your messaging is right because you could have something amazing.

I'm sure you absolutely do. She got to position it correctly. You've got to make sure that the right message is going to the right people, but you don't want to be convincing. So there's two parts to this. So if you listen to this going, gosh, yeah, I'm in the same boat, I'm fed up of this and you're like, I want to start seeing results. You've got to look at two things. Are you speaking to the right people?

Is your messaging correct, both of those things before you start making any kind of decision here? But, you know, this person that was speaking to all of them chopped off the other two areas of the business and just focused on one, which I think is the best decision because he's picked something he can go all in on that messaging for that one ideal client. You can start becoming known for that thing, for that particular ideal client. He's specialized, he's Nesh, and he's going to make far more progress doing that than trying to at a try and serve too many people and diluting the message, making it very bland, not very understandable, because actually each of these different people needed very different things at very different stages of their life and stopped trying to ram down a product that didn't make sense to somebody at that level down their throat.

Just go, actually, you know what? You're not there yet. You're not ready. Don't want to listen because you're not ready to hear it. So he started to focus on the people that are the where they can make the most transformation, give me the most and the best results for that for these people. I make more money for him as well. It's a win win scenario. So have a think have a look at your business. And if you're agreeing with me and you're already there, then just just make sure you check in, because is very easy to get sucked in.

Check out where you're hanging out. Make sure that you're in the right ballpark, hanging out with the right people because you will find otherwise they will start amending your entire business to suit the people that are in front of you. And if they're not right and it's not the right direction for you and your business, then you need to shift to places you look at ways, spending your time. And second of all, we need to look at well, actually, no, I can really help these people.

I really want to. Well, you going to have to look at your messaging and you're going to have to look at your positioning and just realize that are you actually a lot of the time with the messaging stuff, you're talking about process and you're talking about what you can do for them instead of what it will do for them. You know, you do benefit. You're not talking about what that's going to give them. The transformation has to change.

Your life hasn't changed a business, change the finances, the health, the mindset, the relationships. You're not talking about that stuff, which is why it's not hitting the mark.

You know, people don't don't don't buy it. What's the saying? People don't buy by drells.

They buy homes that they want to see what they're getting. They want to know what the end result is. So you've got to look at that. And you've got you've got to ask yourself, why is that a priority for for them? Why should they bother listening to me? Why would they buy my thing? Why do they need to buy it now and not later? Why do you need to buy it now? And what was the consequences of leaving it?

What are they leaving on the table if they don't? All of those things are very, very important. So that is the penny drop movement. And I really hope this message helps many more of you out there who are either sucked into it now or could get sucked into the future.

No more convincing, no more banging your head on a brick wall. Something's got to shift. Something's got to change, because as soon as it does, you will start seeing a flurry of new clients and a flurry of money. So there we go. If you want to chat more, you to do do one of two things. You can call in with me. And we can chat directly, talk about your business one on one, see how I can help you, or secondly, you can pick open the link to the evolving elevate strategy session, 20 pounds a session to come in and learn more than please do and is an hour and a half session.

I tell you what the date is, so don't ask me. And we need to do is just click the link and the date will ping up and you can back into that. Otherwise I will see you on the next episode.

Sep 02

How niching can supercharge your pricing & your client results

By Jennifer Hall | Podcast

I preach niching from a marketing perspective because without a niche your marketing is weak and therefore sales will never excel. 

BUT did you know that niching doesn’t just help your sales – it will also help you to charge far more than you currently are, get a higher conversion of clients AND will supercharge the results you get for your clients. Listen now to find out how…

Useful Links:-

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Download my free Ultimate Guide to Becoming a Market Leader –

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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

Niching. Isn't all about marketing, but also about supercharging your client results.
Hello, and welcome to another episode of the Expert Unrivalled Podcast. My name is Jen Hall. I'm your business positioning coach and Market Leadership Expert. And in this episode now I'm back from sunny Greece. My gosh, it was super sunny, like 38 degrees, sunny, so sunny that I could barely walk and we lived in the pool a week. But I back in this episode is all around how niching can actually help to supercharge your client results. Now, I felt really compelled to talk about that this, this week, it is a shorter episode this week due to the fact that I have come back of holiday and my gosh, I've got an influx of new clients and other things going on. So I apologize for the shortness of this one, but I actually thought it was, this is a topic that I've been wanting to share for such a long time, but it's not necessarily a, a lengthy one.
It's not gonna take ages for me to make my point here, but it didn't want to share something with you that I've noticed from both experience and also from clients experience as well around what we talk about niching as something that really helps our marketing helps it become more refined to helps us to fine tune. It become more targeted, helps us to resonate with our ideal client in terms of looking at those specific outcomes, that much, their specific situation, that much who they are, what they want and will the problems that they're dealing with. When we confine that niche, our marketing is super charged. It becomes far more targeted, very laser sharp, and we can find that we make so much more traction and becoming known for that thing and getting clients on board. Now, that's all great. And that's what we want, right?
We want the money. We want the clients, we want the, the successful business and all of those things too, but actually something else that really, really, that it really helps is to supercharge your client results. And there's a reason Pinus. And actually, if you think about it, it is also related to business success because if your clients are doing well, it means that you're going to get more referrals. You're going to be able to shout about those you know, great results and that in turn will mean more clients, seeing more potential clients, seeing those results and wanting to jump on board as well. So it does work in both a business success way as well as a client success way. But the reason why it's super charges your client results is because you both have an end goal to work towards.
It becomes far more measurable when you have that outcome that are promising somebody. And do you know what a lot of the time we know one of the biggest reasons that's potential clients saying no to you when you're looking at selling your stuff is because we are too afraid to promise that end result. We are too afraid to say, this is where we're heading. And that is one of the biggest reasons why people find it so difficult to niche down because they have this fear of promising this fear of what if I can't get the result for that person and all of these other things. I'm very quickly on that case. When you feel someone that's hearing this going, yeah, that's me. Please tell me more. If you are that person who is thinking that, then you have to think of it like this.
You cannot be 100% responsible for somebody else's results. You can't be, no it's all within our nature to want to do that. But you know, myself included, right? I have to remind myself on a regular basis but I am not fully responsible for my client's results because I get too passionate and i care deeply about their success that I contend to as that caring person take on board that full responsibility. But it just isn't, there is a two way relationship in any relationship, you know, it's what you bring to the table and what they bring to the table. Of course it has to be with an integrity, all right, an expert and by that, you know, I'm just going to call it a spade a spade here. You have to be confident to call yourself an expert and here's all the time, you know, no, one's really an expert.
No one knows this. You have to feel confident enough to call yourself an expert, because if you're not, then you are going to show that on confidence when it comes to talking to potential clients. And when it comes to even dealing with them, once they've said yes to you, and then you're coming across as unwavering and not sure about what you mean, you do have to be straight down the line, straight down the middle, confident that you know what you're talking about. And the absolutely. If someone is to follow all the advice that you've given them, that they will end up getting, you know, the same or similar results. But the thing is you cannot guarantee anything. And the reason you can't guarantee anything is because it also relies on their part. You know, it relies on their action, taking it relies on them, harnessing certain, certain attributes, getting outside of their comfort zone and doing things that they haven't normally done before moving into that new space, because new results required new version of yourself because you can't continue to be the same, do the same things and expect to get different.
Basalt is just not going to happen. And you cannot be fully responsible for that change in that person. So you do have to realize that you are coming into this as a two way relationship, where you bring your expertise. You can bring advice, you can bring your coaching skills. You can bring your amazing signature system that you know is proven to work, but you also have to understand that they have to put it into action, that they have to harness certain attributes qualities and do new things. Be a certain way in order for everything to work together. You know, there is no magic pill. There is, you know, such a thing as evolving and growing into a new stage. And that's what they have to be able to do. They have to be able to be coachable. They have to be able to be open to new ideas, whether you're coaching or not, they have to be able to take what you've given them and use it.
You know, you give someone a mop, your floor is not going to get cleaned unless they use the mop. It's, it's a simple analogy, but it's when I use it all the time that you have to realize that it is a two way relationship, but from your side, you have to be confident. Now you can give that analogy to your clients. It's very simple on two years. But you can let them know when they're looking to sign up with you that yes, if they do everything that you say that you know, should absolutely work, but you can't guarantee results due to the reasons of being that it's a two way relationship that they have to do these things in order for it to work. So you beat, be honest with people about it. Absolutely. But you gotta be confident for him from your end.
And part of that confidence comes from saying, I am going to help you get this specific results. And so yes, it helps them get them on board as a client because they could go, okay, great. You've got the confidence and I can see that you are an expert in your field and that you're going to help me. You've given me a loose promise that yes, should I do the work? Should I be able to do all these things? Then I should absolutely be able to get the same or similar results. That's great. Now what happens is they know that's where they're heading. That's their GPS position. They know that that's where they need to go to now something that somebody told me awhile ago, many years ago now, when I was newer to coaching and dealing with clients, is that at the beginning of every client journey and potentially even every session that you map out the goal of what you're aiming for so many times, I kind of seek coaching sessions.
Run was like, okay, well what's up and it's very much client client led now. That's great. And I'm all for that style and it has its place. But I also believe that in conjunction with that, there needs to be a GPS setting because it could be that what they're bringing to the table that day isn't relevant to where they want to go. And that actually focusing on those things or just taking them off in a completely different direction. So when it comes to it, they don't actually end up where they want to be. They ended up in some other place and it's fine. If you want to change the goalposts or move that GPS setting somewhere else, as things evolve as things change, but you need to be aware of where that's going and be intentional about that GPS setting about knowing that's where we're going.
That's where we're heading. If it changes fine, but it's very intentional, we're aware of that happening so that it's measurable so they can see themselves getting closer to the destination. Otherwise, what happens is the sessions, the coaching sessions or the service delivery sessions, or however the service is being delivered feels like it's just kind of, wittering on it's a bit like the whole charging for time versus charging for you know, a transformation. If you're just charging for time, people are checking their watch to see how much time has gone, how much value they've taken from it, without that clear transformation, without that clear GPS setting of goals of the result that they're heading towards, it becomes very difficult for them to measure if they're actually getting anywhere or whether they're just throwing money down the drain. So it's really important for, for everybody involved that you have that GPS setting and that when you set it from the outset, in terms of your marketing, they know what they're buying into from the front of the forefront, and also gonna run another podcast session on expectations, boundaries, and contracts, because they are also very, very important because that sets out the expectations.
It makes everyone very well and honest of what's to be expected during what you're heading towards, what you're there to help them with so that they can go great. This is where we're heading. This is what we're doing. And this is what I'm aiming for. And it was super charged the servers. It was super charged, the results that your clients get because they know the speed and trajectory in which they should be working out and where they need to be heading towards. And they can gauge that, however, you know, or, you know, X amount of months have passed and I'm still nowhere near the cause of what, what is happening? What are they not doing? What's not working. Where do we need to tweak? What needs to change? What have they not done? That's causing that result? Is it something or the coaches and, or is it something on the client end?
And you could both measure that so that, you know, whether someone is happy or not, whether they're getting a service that they're receiving, because you're able to measure that. So it's really important to make your coaching or your service, depending whether you're a coaching business or not measurable, that you've got solid outcomes that you go, I am going to help you achieve all of these solid outcomes and you can take them off as you go so that they can feel like they're making progress, that they can feel like they know where they're headed. And actually it feels right. Like your you're more progressive because of that intentional way of working. So yeah. Yes. And he is important to your marketing, but it's also very important feel client results. Otherwise we're just swimming in the, abbess hoping that we might hit somewhere eventually. And that's no good for anybody and they're not going to feel like they've had great value for money if they don't understand that trajectory, that GPS spot.
So if you're going to, if I haven't already sold you on niching, from the perspective of it being a fantastic for your marketing also be sold on the, on the position of it's also great for your clients and when they get those specific results and they can actually say, look, this is what we had attained. You can then pull that back into your marketing, to then get more of the same type of client that you've niched into helping to help them come on board and feel like they've got that social proof that absolutely people just like them can achieve those kinds of results. So do be specific. Do you understand those goals? And if you're in the mode of thinking about where do I niche, which way do I go, or would those things and that's whether you're new, whether you've been in business awhile, I know people who've been in business awhile who haven't niched but have still kind of successfully if that's what you want to call it, Teeter along getting clients through referral.
But they will never boom, because if you don't have that GPS point, there is no where for anyone to kind of sink their teeth into. And they're really just going on recommendation that working with you is great, but then we can really articulate why that is. We need to, we want to be able to say, this is how you help people. This is how you serve them. These are the results that you get for people and make them really specific so that more of these people can reap those benefits. And you can make more of a difference in people's lives. You can climb that market leadership ladder, get yourself positioned at the top, becoming known for getting people, those specific results. That is what is key. So I would absolutely say that whether you're new or you're in that situation of referral marketing, relying on people to, you know, pull you through.
And that's great if you're in that position, that people are still referring you on, you're still getting clients, but you'll also be able to charge far more if you niche as well. Because as soon as people understand that you're going to be able to get them these specific results and the impact of that results, how that impacts their finances though, their lives, their children, their family, their relationships, their finances, mindset, health, all of those things, how getting those specific results have knock on effects, all those areas of their life. They're suddenly going to understand the value that you are giving. And until you can do that, your pricing will never be as high as it could be. So you can absolutely charge more as well. So these are the great benefits of niching, or if you're marketing or for your client, we'll say for your prices as well.
So there is my short and sweet episode for today. I really hope that you took some value from this and you saw the actually getting really specific. And I would absolutely encourage you to bring that kind of process into all of your coaching and your service based sessions or system, or however you're doing it to actually set those GPS settings as many times as you possibly can, in order to make that service, the delivery far more intentional working towards those goals so that they can see the value and they can see the progress that they're making towards it. It makes it a far more enjoyable experience on both ends for both the person delivering and the person receiving. So there we are there, we have it by the way, guys, if you're enjoying these episodes, it would really, really appreciate it. If you would leave us a review because it seriously helps the rankings of the podcast, it gets it up there and it helps more people receive more of this great information that we share on the podcast. If you are looking to recline that ladder of market leadership, position yourself as that number one choice in the market, then please do book a call with me, please book that call so we can discuss how to chat. And I can be brutally honest with you around where you're at in business and what you need to do in order to get to that top. Mark, if you want to have that discussion with me, then please do book a call. The link is in the show notes, and it would be great to speak to