Jul 01

Five Big Pitfalls of Business to Avoid

By Jennifer Hall | Podcast

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

Useful Links:-

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

Book a Call with Jen  – bit.ly/claritycallpodcast

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

Send your emails to jen@jen-hall.com

Read Full Transcript

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

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

Jun 24

How to Create Irrefutable Packages & Programmes

By Jennifer Hall | Podcast

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

In this episode I talk about:-

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

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

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

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

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

Send your emails to jen@jen-hall.com

Read Full Transcript

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

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

Jun 17

Personal Branding for Introverts with Bob Gentle

By Jennifer Hall | Podcast

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

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

Useful Links

Book a Call with Jen  – bit.ly/claritycallpodcast

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

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

Send your emails to jen@jen-hall.com

Subscribe to Bob’s podcast here – amplifyme.fm

Find & Follow Bob on social media using @bobgentle

Read Full Transcript

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

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

Jun 10

How to Create Overnight Success

By Jennifer Hall | Podcast

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

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

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

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

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

Send your emails to jen@jen-hall.com

Read Full Transcript

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

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

Jun 03

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

By Jennifer Hall | Podcast

Book a Call with Jen  – bit.ly/claritycallpodcast

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

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

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

Useful Links:-

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

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

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

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

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

May 27

Overcome the ‘Small Biz Mindset’ to Grow

By Jennifer Hall | Podcast

Book a Call with Jen  – bit.ly/claritycallpodcast

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

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

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

Useful Links:-

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

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

May 20

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

By Jennifer Hall | Podcast

Book a Call with Jen  – bit.ly/claritycallpodcast

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

In this episode we cover:-

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

Useful Links:-

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

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Experts Mentioned

Malaine Lea

Cora Darlington

Read Full Transcript

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

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

May 13

Becoming Known When the Market Doesn’t Want to Know

By Jennifer Hall | Podcast

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

In this episode we cover:-

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

Useful Links:-

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

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

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

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

Read Full Transcript

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

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

May 06

Helping People Make BIG Decisions in an Uncertain Market

By Jennifer Hall | Podcast

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

In this episode we cover:-

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

Useful Links:-

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

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

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

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

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

May 01

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

By Jennifer Hall | Client Attraction , Positioning

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

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

Step 1. Stick a Stake in the Sand  

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

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

Questions such as -

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

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

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

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

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

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

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

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

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

Step Two- Create a Sticky ‘Ronseal’ Message

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

A message that is:-

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

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

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

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

The Dangers of Messaging

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

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

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

Step Three- Flood your following

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

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

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

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

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

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

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

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

Step 4. - Use Case Studies

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

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

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

Step 5.  3rd Party Credibility

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

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

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

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

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

Flood the market with it - let everyone know.

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

Download my FREE Ultimate Guide to Becoming a Market Leader

In this guide I reveal - 

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