Category Archives for "Podcast"

(00:00):
On today's episode, we're talking about how to think more like a market leading CEO. And we have the amazing Andy Moore on the podcast episode, who happens to me, my partner in business partner in crime and fiance. He is a market leading CEO himself. So I'm really pleased to be talking to him about how we use that strategic thinking to help grow our adventure travel company, ever track. Hello and welcome to this next episode and very special episode of the expert on rival podcast for many, a moon. Now I've been promising you to bring on my amazing partner who also happens to be my fiance, Andy Moore where we're going to be talking about how to think like a market leading CEO and fortunately, and it is a market leading CEO. So he's a perfect person for this topic, funnily enough. So thank you, Andy, for being in the room with us today. Awesome.
(01:02):
Okay, nice to finally join you really it's been a while.
(01:04):
It has been awhile. It's been one of those things. I think the thing is, you know, just to be perfectly honest, you know, locked down has been something that's really kind of sculpted this plan with the whole homeschooling thing, China like passing ships in the night, like you swapping over. So it's been quite difficult to get to this point, but we're here now and it's a juicy topic and I really can't wait to dive in just before we do dive in. I just want to remind you guys when I say remind you, and also let you know that I've made a complete mistake. I've been telling you for the last two weeks that the next the next elevate and evolve strategy session, where you learn all about how to go from where you are now to become a marketing business was actually happening on the 15th completely wrong day.
(01:46):
Guys, if you had clicked on the link, you would have noticed that will be Wednesday next week. So my huge apologies for that. So you'll actually see that it's on, I think it's the 12th. Hopefully I'll get this right because Wednesday next week. So if you're listening to this as a fresh episode, do you make sure that if you're interested in coming on one of these strategy sessions, they're only 20 pounds. They're incredible sessions where I take you through a proven process. I take both my clients through that both myself and Andy have been through that has generated millions of pounds to help us get to that Katrin category of one market leader position. So do you make sure that you hit the link and go and book yourself on? Cause it's going to be a great session and it's going to be one last one for a couple of months as well. So if you want to get in, make sure you're in that as a couple of couple more slots left
(02:32):
Jason.
(02:34):
So anyway the first point I have on my list day is all around giving yourself more time to think strategically because yeah, I think the thing is, is that a lot of the times, especially when you know both you and I have done this, when we first go into business, we kind of Chuck it out there. We like, we're going to launch next week. We're just going to do this thing and see how it goes. And you know, I think that approach is great when you, when you first start, but I think moving forward, it's a really haphazard way of thinking and it's not great for kind of longterm planning. I don't know what your view on this says.
(03:09):
Yeah, I think you're right there. You know, most, most people I think, and I think I, me myself, I've, I've, I've done it. You kind of just crack all my stuff cause you think it's important, but I think you're right there. You need to have some form of plan at least. Even if it's the start of the year or whenever that you, you think you're going to make this plan and ultimately think about what you're going to do, like, what are you going to sell? When are you going to sell it? And also as well, what sort of things you're going to put out there? So I think, yeah, a hundred percent, you've got to have that strategic thinking
(03:38):
A hundred percent. I mean, a few of the clients over the last couple of weeks have been like, again, I want to, I want to launch. And also immediately everyone's reaction to launching is to just suddenly blurt out, but you're actually missing out on a very key piece. And before you launch something, particularly if you're launching something new, because what your market says they're going to do and what they actually do are usually two different things. And so what you want to do actually, before we start blurting out and going on a blatant launch is actually start thinking about, okay, who's actually within my audience already that we can start to sell teas, that we can do that kind of like one-on-one personal outreach to test the waters because your warmest audience is your best audience. And so going out there to a purely cold audience and hoping for the best, isn't the best strategy.
(04:24):
So actually tagging on a personal outreach from the beginning is great. And I just want to shout out actually a client of ours, Victoria, Tratos, he's just pasted in our, in our elevate mastermind group to say that she's literally just launched, she's done the personal outreach. I'm still waiting on the final confirmation of like, you know, where she is, the daughter is not finished, but she's just got five people in a part of that strategy. I don't think she's properly launched it yet and has been through personal outreach. That's where she's got quite a lot of these people from. So, you know, so, so proud of her for doing that. But you know, doing that person outreach really validate your ideas first and foremost. And that's what a lot of people forget. And so you want to be staging it out. So you don't want to just like blurting it out, not really spending much time. Do you want to be making sure that you think about it strategically, you know, giving yourself time for that person outreach then thinking about, okay, so what's the next stage in the game so that you're not trying to do all, all the things at once. And I know like forever track, we, we had a meeting didn't we beginning of the year went to hotel didn't we?
(05:26):
Yeah, we were trying to think of the whole year didn't we I'm thinking of Roy. Okay. I mentioned then about sort of planning out the year and we sort of had to look okay, we know we've got some new things on the agenda. When are we going to sell them? How are we going to sell them? And we kind of next thing, you know, you've got sort of six months plan. They were like, wow, this looks cool.
(05:45):
And it is, it's like, it just brings that confidence, doesn't it? So you know what you're selling and when, but it doesn't have to be rigid. Does it like, you know, things have changed this year for us, some of the,
(05:54):
Yeah, I think we can all agree that, you know, in March when, you know, Mr. Johnson sort of said, okay guys, you can't leave your home except for an hour, which was lovely then you know, that, that made us all think differently of our businesses and we've all had to adapt. So yeah, I think that plan more or less had to go out the window, but you know, it's always, even though we're, we, we, it's nice to have a plan, you know, stuff happens and you've got adapt and move forward. And we created a new one and you know, we look at what we've done over the last, like three or four months from new ideas that sprouted from a challenging situation.
(06:30):
A hundred percent, I think something else that's really helped us in terms of I've ever track as well, is actually thinking about productizing, those processes of like, you know, this Facebook ads campaign that we've got, you know, we actually productize that system and how we will the outreach time. Yes. We tweak it and prove it don't we? But yeah, I think that that's really helpful.
(06:53):
Yeah. And like you said earlier about what like, like Victoria, wasn't it who went out to a warm miss audience and I think that's a nice, easy strategy to do a hundred percent do it. We've had this campaign that we've done before to warm audiences, to cold launches audiences. But the point is we've learned what we needed to do. So yeah, we had a kind of out of the box sort of campaign really that we could say, okay, let's launch this now. This is the product we're going to launch it along. And yeah, like you said, we we've had that almost. What does it productized our campaign, if you like especially the the competition campaign, we ran
(07:31):
A hundred percent, so it's a step by step. We know exactly what we're doing every time. There's no guesswork. We also know, we know because we've launched it so many times now we know conversion rates. So we know X amount of spending equals that amount of sales. So if you're doing it haphazardly every single time, not really plussing it out, it means that you never really can measure the metrics. You never really know what's going to happen. And then you live your business on a hope and, you know, in a whim and hoping that you're going to bring some money in, you want proven campaigns, proven strategies that you know are going to work. And you know, you to find that out, obviously if you just try them, but, you know, tweaking and measuring and testing and seeing what you can do to improve the Mitch time is definitely the way to go. So something else that Andy, you have been amazing at, in a you've moved from, well, actually I was gonna say you've moved from doing the do relatively quickly, but almost to a certain extent, I would say you immediately outsourced you immediately delegated. So tell us about some of the ways that you immediately went about, you know, bringing yourself to that business owner level versus the job, the Dewar and the run of the mill.
(08:37):
Yeah, sure. So, I mean, in the beginning there was, you know, I think any business owner or entrepreneur will look at the things that you've got to do and there's things on there that you don't really enjoy. You know, we all do that. And we're like, okay, that's the first thing you could outsource? You know, especially if it was like, for me, I think one of the things, things in the beginning, I kind of didn't really enjoy. It was the Google ads. So I found an expert at that and I handed that off and it took me, it took away then, because I knew then that, that Google has lady who knew it was got a really successful business now. And she was also growing her business as well. Next thing you know, I was getting an influx of leads, convert into sales, and that was purely from the decision that I, it would have taken me probably 12 months longer to get to that stage.
(09:20):
But I went to an expert who, you know, obviously you've got to look at the budget there, can we afford it? And we could you know, we have a relatively sort of short budget, but it made a difference. And that was the first major thing. You know, there's other things then as you move in, as you move in down the line, and you're thinking of the design process, you know, you could spend all day on Canberra if you want it to, but is that really gonna move your business on just because you create one lovely ad, you know that, but then why don't you outsource the design, you know, to someone else it could mean that you can actually focus on the stuff that makes the difference. Obviously we're here today talking about you know, thinking like a market leader, CEO. And I think, yeah, as if we're talking best in the world, I know we're going to focus on that in a minute, but we're the best in the world really do everything themselves, or would you give it to the best in the world to do
(10:07):
A hundred percent? And I think something that you've done really well is actually you had your business hat on from the outset. I see a lot of marketers that moment, particularly towards coaches around you just want to do what you love and all of those things. And that's really lovely. The fact that yes, you might just want to do what you love doing, but you have to really look at that and go, am I creating a very underpaid, very stressful job for myself? You know, you, it's great that you love what you do, but you have to step away from it. And something, I think that you've done really well, Andy is to look at, okay, so I could be the person that takes all of these tracks and takes these people at the mountains. You'd love tracking, right? You've killed yourself this weekend, just gone. He's been limping into the office guys the weekend before you were down with chafing, from being going to try and you Donald finding the bomber and what it, all these other adventures. But, and so, you know, that is in your blood. You do, you have a passion for it, but you can't physically grow a business and take every single person. Well, how many got about 600 people in the last campaign?
(11:14):
Yeah, it was 678 people. 600 trips. Yeah.
(11:18):
So shuts and just that last campaign, two weeks to go up you know, Kilimanjaro. So, you know, it's in order to scale, you have to step away, you cannot do it. And what I love about you is that you've created a business around your passion, but at the same time, you've really accepted that if you want to scale and you want this business, the business to be a success, you have to allow for growth. And so we worked really hard. Didn't we on finding amazing suppliers that are on the same wavelength as us, you know, all of that has a bit about that process. Yeah. I mean, in
(11:54):
The beginning we just, you know, in terms of the journey we've been on, I mean, we're coming up to sort of four and a half years now. We had different suppliers in the beginning. The we that we have now, I think you know, any, any part businesses or lesson, and we were looking at the best in the world or the quality of trips that we wanted to run feedback off people, you know, we've used the product. And then we found you know, some suppliers who were sort of thought like us, you know, that small things you know, from branding to arrivals, to quality, to all sorts of sustainability stuff in the pool you know, and they were on the same way then. So the customer journey to them was the same as ours. So yeah, a hundred percent like you went to what we said that about doing it myself. I mean, yeah, if I, if I was going out there and I'm taking all these trips, I wouldn't be able to have the thinking time, the strategic time, where, where you scale, you can't do that. If you're doing it all the time, you have to, you have to bring in other people to do it.
(12:50):
And you say, physically could take that amount of people. So it would stump the growth, excuse me, frog in the throat and the capacity isn't there. You know, so you literally can't grow beyond that. So the only way to do it is through delegation and you did that right from the outset. And then as you said, you know, as you grew and as the money came through, you were like, okay, so what do I not need to be doing? What am I not great at no offense. You're not going to Canada. We found that out. And so it was like, okay, so let's get someone else to focus on that, you know, filling in with a website sitting there, let's get someone else to do that, even though you've done a really good job at delegating all of these things. So you can, you can look at the big ideas that are gonna make the biggest impact in, in terms of revenue, in terms of customer experience.
(13:37):
And as you say, being, being the best in the world, and we may as well talk by it, cause you've mentioned a few times, and I think this is something that, you know, something I really love. And I've, I've taken a board from you as well as, you know, looking at that. What would the best in the world look like to me, the technical terms that you guys have heard me talk about this a lot for me, it's about being looking at that with the best in the world looked like. So you can look at that category of one status where there is no other business out there like it. And so tell us about that, that, you know, this kind of motto that we've all taken on here in, in the office and how we kind of use that to, to get better at what we do.
(14:17):
Yeah. It becomes part of the culture and it's deep rooted really in, in what you do. You know, we have, whether it's best in the world from, if you apply into a potential customer, you know, what would the best response be? You know, to them, would it be just a couple of lines just saying, Oh yeah, look at this. Or, you know, or would it have a bit of personality in there? We'd have even a video in there which we've obviously used, you know, that to me, if I was a potential customer, what would the best response be? To me that's just one part of it. And I think if you can look at all the different parts of the business and think, how would that be the best the world then, then is that, that's how you suddenly before long you'll start to notice, Oh, we're doing something Rocky yet. You know, I know that people will notice as well. The next thing you know, you've got a bunch of customers that love you and because they they're thinking, are these guys actually a pretty good,
(15:07):
Oh, a hundred percent. And I think, yeah. I mean, and it's something you, you kind of weed it out, like as we're discussing ideas and we're throwing around or should we do this or should we do that? And we're trying to make a decision on the, on the best way forward. And Andy just drops the bomb every time. It's always like, become my old God that spoke again, what we're the best in the world. But like, but no. Yeah. What would they do? And, you know, and it's brilliant because it just challenges everything. Cause you're like, no, actually what would the best in the world look like? What do we need to do that, you know, to create that experience, that's what we do. And you're always challenging and thinking, like you said, like, you know, the kind of email that we sent back to the customer, how can we make that even better?
(15:49):
Like you said, adding a video onto it's thinking outside of the box and thinking about how can you utilize all of the resources around you to create something on like anything else? So again, the blimming amazing you know, so simple concept that we've taken on board and it's really helped us take the business forward. And something else I think you do really well as well, is this thing about taking calculated risks and I genuinely believe this is one of your success secrets now I'm I, what, to someone else, I might seem like a very risky person, but then you take it to another level. But also I think, you know, I genuinely believe that's, what's allowed, ever track to grow as big as it has done to become that market leading company, because you've really pushed the boundaries on things like that and something I think I've talked about Rob Morris about, I tied it interview recently with Robin wait, which by the way will be being at soonish. But we spoke on there about this, this Rob Moore thing around, if you don't risk anything, you risk everything. And you know, not risking keeps you small and yeah. Tell us a bit, talk to me, Andy, about your risk taking a bit of teas.
(17:06):
Oh yeah. I mean, you know, I, I do like sort of dangerous things say in life so risk, I'm not risk averse, but that way, but no, I think yeah, I think you've got to try things to find out if they work. I think I think in the DNA of a, of an entrepreneur is naturally to take risks. And yeah, if I see an opportunity, I probably am more of a I'll, I'll go for it sort of person rather than spending a month thinking about that decision. I'll just go for it. And yeah. You know, you, you can even call that a little bit of luck, but I like to think of it as though if there's an opportunity there, why wait, you know, you've got to go for it sometimes. Obviously there's, you know, don't just fritter away budget for no reason.
(17:52):
Sometimes that decision that risk could be taken on more stuff cause you then lumbered with a more of an overhead. And you think if that is a risk you're right, but then you don't want to employ too late because especially because we've already, I mean, just obviously used to have a track as an example, because we had an influx of new customers. Those people need nurturing looking after. And I could I do that on my own or just with one or two staff? No, we need, we need more people and that again is taking a risk, but without doing that, then you're going to be left behind your customer service isn't then going to be the best in the world. So yeah, I think when it comes to risks, you know, if there's a decision you know, have a think over it. But if, if you feel like, and trust your gut, if you feel like it's going to work, go for it.
(18:38):
And I think you've, you've cracked on a really good point that I think that it's also about belief. You got to have belief in your belief, in your business that it's going to grow. And I think you honestly, you're, you've got like a Bulletproof mindset when it comes to this. Like you're just so enthusiastic. You've got all the faith and all the belief in the world, right from the outset of creation and you just go for it. And I would say, if anything, you've, you have taken on too early and I'm going to be completely honest. Like me and Andy had conversations in the early days, verging on arguments around. I don't know whether this is a good idea, me speaking. And he's like, yes, it is. It's going to be the best thing it's going to allow the business to grow. And then, you know, I'm speaking from, you know, fear, Andy speaking from a belief and a vision for what's what's to come, which is why I said at the beginning of this, that actually, I feel like Andy takes it to another level and it really has been the key to it.
(19:34):
So if you're going to learn from anybody, learn from Andy on that, because taking those risks really have paid off. Sometimes they don't, sometimes they don't pay off. We take risks with certain individuals. We learn from that. And you know, and then that's the point. It's not what you're learning, learning from these things. But you know, you can build that up over time and it's about, you know, I'm going to do what you think, but it's about taking risks and steps, like smaller risks to begin with bigger risks as you grow. Because for instance, when it comes to like looking at budget for a recent campaign that we did, was it 300 pounds we put in, first of all, to that
(20:10):
The very first cafe here, we spent 333 pounds and made 80,000 pounds of revenue, which was like, awesome.
(20:16):
A big sign. Isn't it. It's all going well. But actually, you know, looking back, we should have probably been braver. Really both of it should have been should way to kind of go, right. We're going to focus, speak to, we did 11,000 in the last one. Yeah. And it produced just shy of one, you know, one and a half million, which is amazing. But I feel like we should have probably taken that risk a bit earlier. Right? Like it's pay off,
(20:40):
You know, things are meant to be sometimes. And you know, we've done a lot of investment. I mean, not to go too much into it, but you know, a system development. So I feel that sometimes you, you, you, you can't scale to too early, like you know, think of all the things that we'd have to look after, if we didn't have what we have in place now with the increase in customers that we've had. So, you know, like it's great taking risks, but sometimes timing is everything a hundred percent, you know,
(21:05):
The next thing, isn't it, isn't that like, yeah. It's about timing, but actually having those numbers force you to grow quicker and not per game more, the more time you give yourself sometimes the worse it is.
(21:16):
Well, it's just like, COVID, isn't it. I think it's forced everyone to have to think differently to move quicker. I think it's brought a lot of different things on more like 10 years, like loads, more people are working remotely. Now you've got all the people back to the pubs and all these pubs and restaurants. You've got to think better. They've got apps. We're only in the beginning, it was Wetherspoons provided service to the table. Now you've got every single pub under this, under the, under the sun having to do it. So you think that's just a small example of industries? It is. Yeah. You just, just wait for your point. It's brought to the table, but it's you know, so that's just a small example, a example, but you said earlier about belief, you have to have that belief. It doesn't matter what you do, doesn't matter what your education is. Doesn't matter what your background is. Just have the belief that it's going to work out for you, I think is half the job. You know, because if you've got the belief that it's going to work, you're halfway, there was it, was it if you believe you can, or you believe you can't, you're probably right. And it's the same with business. I think you have to believe that it'll work. As soon as that negativity side starts creeping in, you know, it'll notice and it'll creep in,
(22:23):
Oh no, I a hundred percent agree with you. And like I said, you'll Bulletproof on that mindset, which is just brilliant. And, you know I, I absorb as much as that positive energy as I possibly can because it, you know, I've had had to overcome huge fear of failure in the past big time. And I think we all experienced it to some level some, some more than others, but you, yeah, you have to have the belief in what you're doing. If you don't back it with confidence, if you don't back it with belief, then you know, like you said, it's a self fulfilling prophecy, what will be, will be because of how you, you approach it. So yeah, taking those calculated risks, having belief moving forward and actually thinking, you know, it almost expanding before that tipping point is created, has, has been, as you know, is, is real CEO thinking as it is thinking ahead, which is the next thing, which is my next point.
(23:12):
I think it's really important to think of think ahead and to understand how the landscape might be changing for your industry and almost, you know, we were, we were talking about topics before this and we've got so much you want to talk about on this topic. We had to call a couple of weeks, a couple of them off, but like, thinking ahead, I think really feeds into like, Andy wants to talk about in another episode is around that leadership around going, okay, so what's coming in and how can we use those changes to really lead in our field? I think that's really, really important. You know, how we've had to think ahead, haven't we, in terms of travel company COVID COVID or you pronounce it you know, perhaps second way with rescheduling and things like that.
(23:58):
Yeah. There's a lot, I think whenever you're thinking ahead, like it's quite typical, I've got a question on the board last week. Cause what, what could you do today? That would matter a year from now? And typically one of the team put murder, which I thought was hilarious, but the whole point of that was that we are thinking ahead and what would, what can we do today that would matter in the future? Cause you are thinking ahead. And sometimes it's thinking about things a little bit because I, I think hardly any, anyone, hardly, anyone, a lot of people don't do enough thinking they just do because they think it's all, this is the one I meant to be doing. Sometimes we're just stepping back sometimes and thinking, okay, it's a bit like chess, you know, you got to think two or three moves ahead. You know, I was, I was always awful at chess, but sometimes it's you're thinking ahead I think in a bit more strategically and asking yourself big questions, what are the best in the world? Look like? You know, what could we do more here? What is the right thing to do? Like obviously we've had we've we've covered recently. What's the right thing to do for our customers.
(25:02):
Yeah. Because the cause technically the code go, but is it the right thing that they do? And it's the doing that risk assessment, making sure we're doing the right things on, on behalf of them, you know, as well as the country we're going to and so and so forth. Yeah. So thinking ahead is really, really key, excuse me. And in terms of all the frogs and the rates, but the, yeah, the, the, the one thing that we're looking at we've we talked about this a lot and we've utilized the whole, you call it the golden 90 minutes where we use that time to focus on the business only and have that. And it's 90 minutes for a reason because it's a good length of time. You can stretch it to two hours if you don't get a focusing, but just having that time out to really focus in on what's going on, rather than again, getting caught up with the D because when you first start out doing anything, you will inevitably be doing some of the dude.
(25:48):
There's no way you can start like delegating. Every single thing, you know, Andy said about delegating the Google ads, he did it himself to begin with because he had to learn it. And that's how you go, you start doing things yourself. But you know, you still have to make sure you implement that time and suddenly realize actually for our team here is that we need to start implementing things like that for them as well, because they are doing the do. But even then themselves, like, and again, this is something we'll talk about. Another episode is around giving them these projects that they can do and giving them that time protection to say, you've got 90 minutes, take yourself off to, to focus on it. Otherwise what I'm aware of you with that project what's happening. And it's somebody didn't get done because of all the other admin that has to get done and things never move forward. And that will be you the same thing. If you don't start protecting your time, actually put, you know, allocating it and saying, well, no distractions. Nobody's going to me phones off I'm in another room. I'm going to be doing this particular thing. Cause that's the, the thing is not just sitting down with a blank head space. Right. I mean, yeah,
(26:52):
Yeah, yeah. You've got to, I mean sometimes you've, you've got to think, right. Okay. What actually have I got to do, but when you have got those lists of things, you know, don't just sit down at a table and go, okay, I'm 90 minutes now, happy days, like I'll get coffee or shall I sit by the TV? No, I think it's gotta be productive time. I always have the you know, 90 minutes and this 90 minutes thing, it's kind of, you know, it's not a new thing for us as entrepreneurs, other entrepreneurs use it, but we've kind of chosen it and gone with it and got, okay, this is the time I'm going to use. And this is only spent on growing the business. This isn't responding to an inquiry, you know, this isn't sending you know, commenting on a Facebook post.
(27:29):
This is doing something strategically, whether that's working on an email campaign and automation, either a better Facebook ads, something like that that moves your business forward. And I think those 90 minutes or hour and a half, and if you did it every day in six months time, that is a lot of time that you've spent growing your business. Which, which makes a huge difference. And then, you know, before long, your boat is moving way faster. It's now got a, you know, a twin turbo engine on the back, not just alls, you know, you're going that fast.
(28:00):
Oh, I love that analogy. And the thing is when you look up the kind of the dictionary term of what a CEO is, a CEO is somebody who can step away from the business and it will still work. And it will still do its thing. And it was still turnover, you know, revenue and so and so forth. And really, if you're serious about becoming a market leader, then you need to be really developing these, these thought processes and working towards that. You know, if you're not up for that, if you're not up for being a market leader, if you're not up to, you know, for being the CEO and you still want to remain as the doer, then that's fine. And that's a choice and that's what you do. But you have to recognize that if that's your goal is to actually start creating your business.
(28:41):
This could be also about itself that potentially maybe one day even sell it. You have to be able to step away from the day to day. You've got to be able to move into that C role CEO role. Otherwise it's just not going to happen. You can't scale, you can't grow. There's always going to be a capacity on revenue and capacity on your growth. So hatefully these things that we've spoken about today, we saw it so much. You want to talk about it, but I know we could go on forever and ever say, you know, I'm decent. I'm going to drag him in more often. I got a little bit of time back in the safe until the second wave hits, and then we're back to square again. But we've got a bit of time back now. So I'm going to be grabbing in Andy for a few more episodes as well.
(29:18):
He may even be attempting, he's not told him this yet in a few episodes on his own. So you might even get a few episodes. Formalities talk about is, you know, the way he approaches business which is just amazing. And it's, you know, it's really helped us move forward over the last, you know, four and a half, five years with, you know, with all the businesses that we're involved in. So you know, just so you know, guys, I probably didn't introduce Andy the proper way. Some of you have already had me talk about Andy may already know this, but Andy is a business coach in our elevate mastermind under the market eater league brand. And we are, you know, he's in there and he's supporting all of our elevate members with their businesses, helping them with things like, you know, Facebook ads, mindset, getting, you know, getting that belief, thinking more strategically thinking more like a CEO that really is his specialism. So if you're wanting to chat to us about becoming a part of elevate, please do make sure you book a call with me. Or if you, if you
(30:17):
Want to chat to, that's also fun.
(30:20):
But yeah, we can book a call with me, talk about how we can get you into elevate and see if we can help you start making those moves and taking the strategic steps towards becoming a market leading business, that number one choice in the market. So yeah. Do you make sure you click the link in the show notes to book that call? I'd love to speak to you and yeah. Well, we'll see you guys in the next episode. Thanks very much, Andy. You've been awesome.
(30:44):
No worries. Thanks for listening guys.

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

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

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.
(00:00):
Need a little help finding your USP. In this episode, I'm going to show you the four different types of USP that you can use to differentiate yourself.
Hey guys,to another episode of the expert on rivaled podcast, my name Jen Hall, your business positioning coach and market leadership expert. And in this episode, I'm talking all about USP. Now, USP is all my favorite, favorite topics to talk about. And the reason it's my favorite thing to talk about is because I truly believe that it's imperative in this day and age to ensure that you are finding ways to differentiate yourself, because it's the only way you're going to find that category of one status. That unrivaled status is going to pull you apart from everything else out there on the market to become the number one choice. And that's the goal, right? That's why we're listening to the expert unrivaled podcast. And that's what I'm going to be talking to you about today. Now there's something that struck me upon my, my drive back home from taking my mum back to Hawk was actually, there are a few different types of USBs that would really be helpful to identify for you so that you can start to really think about your own businesses and work at how you can pull yourself apart from everything else out there.
(01:24):
Now, for some of you listening to this, you may be wondering as of last week I talked about a campaign that I told you to keep your fingers and toes phosphor, because we were hoping for a million pound launch, a seven figure launch that we were hoping to get. And I'm pleased to say, not only did we hit that million pound Mark, we absolutely smashed it. We came out at 1.4 million, just shy of another half a million. So we were so, so impressed. So pleased. So chuffed, so proud the public was out there that the corks are popping. And we're still not really you know, w we still haven't really sunk in that, you know, during, you know, we are a multimillion pounds market eating company. Absolutely. We're super shocked about that. But the, the amazing thing about that launch is that the amount of money that we brought in over 14 days, just the 14 day period.
(02:22):
And we know that we can absolutely replicate that and just duplicate that kind of money again and again, and again, using the processes that we've put in place. So we're super pleased and, you know, and it's also a sign and I've mentioned this before, but it's also a sign of that market leadership status, because, you know, if we were to have implemented where we have, we've implemented a very similar campaign, this is just like the sick top version. This is the amazing supercharged, super tweaks run at time and time again tweaks couldn't get any better version, but right back in the beginning, we would run this campaign. I mean, it's nothing to be sniffed out. I think it was pretty 60 or eight K that we got on our first time of running that campaign right off the bat and the very, very early days of starting out.
(03:09):
So, you know, it makes money. Yes. But part of the reason we make more and more money each time, and it just grows and grows and grows is yes, because we're not scaling, but more so because of our market leadership status, because we are known in our industry for what we do. And I want to invite you, you guys probably miss last week's session where you, so you'd probably, unless she were on it, you've missed it. But I am running a, another elevate and evolve strategy session that is coming up in August. The link is in the show notes, and it will give you all of the available strategy sessions as any one open at the moment. So if you guys want to get onto that and learn those campaigns, learn the strategies that behind the scenes and the process that we've taken to get from where we were to where we are now then do get on there, cause it's gonna share all of the goodies and the goodness and the insider scoop on how we actually have ever achieved this kind of success and how we continue to just up the bar and up the game every single time and smash it, you know, we're just super chuffed.
(04:17):
So please do hit the link in the show notes, and it will take you over to book you into the evolvement elevate strategy session. They're 20 pounds to join, but goodness me, the value that you will get from it will just blow you away. So I'm really excited to see you on there, make sure you go and book your place. And there are limited spots guys. So, you know, if they get booked out, they get booked out. But I do run them. You know, I say semi-regularly it tends to be either once a month or once every other month at the moment. So make sure you get your you're your bum on the next one. So I w P is a huge deal is part of the reason we've got our market leadership status. And you know, I truly believe that differentiating yourself is important.
(05:01):
So I want to share with you today, those the four different types of USPS piece, and also some examples of ourselves and our clients to give you guys a little bit of an idea, please do not copy or attempt to copy any of these. I'm going to share with you. It's not right. It's out of integrity. And it works that you in good stead at all, because at the end of the day, your aim in this is to be the first. And if you're not the first, then you will always be sloppy seconds. So there is absolutely no point trying to steal somebody's idea. So that's something that out there and you know, I know my regular lessons listeners and probably even my new listeners will not be thinking this, but just as, just as a disclaimer I would really appreciate if you respected other people's intellectual property.
(05:48):
I've seen so much recently about people stealing stuff, like what is up with the world? Like why do people think that's a good idea that they can just take somebody's stuff and take it off? Because you know, it's, it's stealing a, but B you know, it's not going to take you very far because it's just going to show through. And if that's the way you're gonna do business in my experience you don't get far at all, so don't do it. But I am going to share some great examples of my clients. USP is to give you guys an idea of how you might be able to replicate an idea for yourself. The whole point of the USP is that it's unique. So taking it and using it is just pointless. And you really are. You really will be sloppy seconds. It won't be long before other people within our industry, within our businesses that are gonna be trying to do the same thing, trying to copy.
(06:35):
Anyway, they don't, well, it will stink and wreak of you know, of copying and ripping it off. And it won't go down because it's not authentic. It hasn't come from the right intentions and it doesn't come from the right intentions. It doesn't go down well, anyway, I'll start ranting on about it. It just gets my goat. Doesn't it? You, when people do that anyway. So the first one I'm going to talk about is the engineered USP now just very quickly, the USP is not going to come out of the sky and fall into your lap. It's extremely rare. It's extremely rare that you do find them. Sometimes you find them but you will find them in the most unusual places. And hopefully these ideas will help you, but in most USP is, are created. They are thought about because it's possible that you were actually not doing the things that you need to be doing right now in order to take it forward.
(07:30):
It might be that you are, but it's very likely that you're not. So you really do have to kind of put your creative cap on here and have a good thing about how you can actually start adding new things into your business process, model marketing in order to actually appear different to everything else out there. It's not necessarily that something's going to come natural to you. So stop waiting for that bolt of lightning to strike you. It's not going to happen. It's time to put the thinking cap on that. And you start thinking about how can you be different if you're not different, or how can we be? So the first one is the engineered USP. Now an engineered USP. And for those of you who haven't heard my term unique magic bullet, I'm talking whenever I refer to a unique magic bullet, it's my thing.
(08:13):
It's what I talk about in terms of a productized USP, because USP is, can be very ambiguous. People start using things like, Oh, I'm creative, or I've been doing this for X amount of years. They know they're not unique nor have their much benefit to people. So it's really important that we start to actually really extract that USP, give it a name, productized it, make it super tangible. And I'm going to show you some great examples. So you know, engineering USP, so engineered ones, I'll give you a couple of examples. The first example I'll give you is my amazing clients. Aleksandra LendSquare, she helps corporate women who have got divorced to start the next chapter right life. She's got huge experience in the luxury fashion industry. And she's worked with companies like Chanel and things like that. And she specializes in health women.
(09:11):
She also has a big passion and for helping women to move on after a breakup. And so she's combined these two things amazingly to have belief is, is that you cannot really, and truly become a next level version of you without bringing in the reality into your, into your life. And I'll tell you exactly how she does that. So basically she uses coaching to help these women move forward, but equally in order to start creating a new life and a new version of yourself, you actually need to start thinking about the kind of clothes that are wearing. You need to think about your environment and, and really kind of purging out the OLS and recreating this next level version of yourself. Otherwise, you're always looking at the past and whilst she thinks it's important to bring some elements of you with you, you also, they need to start looking forward and start thinking about who you are to be, but you need actual physical items to actually embed that next level version of yours.
(10:19):
And so she actually has the next level here method, where she helps to combine the purging in cleansing and reinvention your mindset, but also the person and the cleansing and the re-invent Shannon renewing of your ward, strobe and environment, which is just incredible. And she puts those two things together to help women move online. You know, it just sounds amazing. Anyway, anyway, he's watched queer eye for the straight guy where they go in and they kind of like redo the whole house and things like that. You know, she, she does all of that stuff and it sounds super, super fun. But she's just amazing and the way she does it. And that's just that for me is just, it's, it's kind of like a groundbreaking new way of thinking about things. I really don't think many people out there doing. And as you can imagine, yeah, she's very niche as well.
(11:12):
So she's got a very niche market that she has, and she's taken that. And obviously, yes, yes. That method could be used to help so many but she's chosen to help corporate women who are, who are recently divorced, that's her nature, and that's gonna set her in good stead for business plus with this amazing method that she has and she's brought to the table. Yeah. She's engineered pulled two things. Yeah. You know, in terms of like, you know, the divorce coaching side of things, and then her background and experience in, you know, luxury brands and pulled them together to really create something that works, that really helps women to step into that next level version of themselves. So they'd be great. There's an example of something that's been engineered taking two different things, put them together. And you know, they've evolved into something completely new, a completely new method.
(12:04):
And then you've got my amazing client attach at Bray. We worked together for a short period of time and she does something called success imprinting, which is very much grounded in a very special and unique way of helping people at a subconscious level. She's taken old ideas and reinvented them into something new. She knows she's got huge experience. You know, as a social worker, the social worker background, she's got huge experience in various other new methods that she's been working with over the years. And she's taken that experience, taken that knowledge and that almost that research of working with hundreds of clients to realize what actually has a long term effect. And so now she's, she's helping incredible business leaders to break through the imposed ceilings on them selves by getting rid of their success saboteurs using the success imprinting formula, which is just incredible.
(13:10):
So that's that's Tasha that again, she's engineered that herself, you know, and that's, that took time for her. And as you noted through both Aleksandra and Natasha, they they're experienced in what they do. They've had years of experience and they're pulling together methods that they truly know and are grounded in science and, and, and their experience and, and research, and actually their own experience pull that together to engineer something just incredible. So those are the couple of examples of something that's engineered. And the other thing to remember is that there are no new ideas. So, you know, all of these things will be something that's probably already been thought up, you know, someone's already, already thought it, or those in isolation, the ideas exist, but it's about putting them together. Yeah. And it's about putting your own spin on things and, and, you know, really bringing you into that method, think about how you can put that unique stamp on it because that's really, really important.
(14:09):
And that's where the whole copying thing is really wrong because, you know, I've given you you know, the, the high level overview of, of this, this engineer's method, but at the end of the day, there's a lot of thought that's gone behind this. This isn't just as simple as that's what I've just told you. They've got a whole science behind these engineered ways. So that's why it's really important for it to come from you. What's really important for it to be authentic, but you can absolutely use your own experience to engineer something together from, you know, ideas that have already existed. It will never be completely 100% born from something completely brand new. The ideas will be inspired from ideas that already exist. It's just about how you make it. And that's really important. And then, you know, like I said, be the first stop sitting on ideas.
(14:56):
If you're worried about other people taking them forward, then you know, do something, stop sitting on it, actually get out there. And that applies to all of these. I'm about to talk to you about the next one is the secret USP. Now this is one where basically either your industry are doing it like everyone in your industry are doing it or something that you're doing, but you're just not talking about, or the industry isn't talking about. And I've given this example a million times on this podcast, but just to kind of weed it out again around that that brewery where this guy was walking around, trying to find that kind of marketing angle that he could use for them. And he noticed that they were, you know, what hand washing the bottles to purify them. And he was like, this is amazing. Like why, like you had to wash all the bosses like, well, yeah, it needs to be pure for the, for the, for the bear to go in and can't have anything in it.
(15:46):
So we need to make sure that our handwashing and checks and quality checks to ensure that it's pure. And this guy was like, well, this, this is amazing. Why are you talking about it? And he was like, well, you know, everyone, all the breweries do it. But the fact of the matter is no one was making a song and dance about it. And that's really important to remember that, you know, whether you're doing it already or whether your industry is doing it, what can you really pull to the forefront of your marketing that you're perhaps already doing? That actually would be the huge benefit other people don't know about. And again, you know, you snooze, you lose. If your industry isn't talking about it, then boom, you know, that's up to them. You need to start talking about it. I'll give you an example of my, one of my old clients study keyhole is a perfect example of this.
(16:36):
She's a mortgage advisor and she helps specifically self-employed couples and self-employed individuals to get mortgages now. Yeah, she's involved because you know, that market needs them because unless you know anything about the mortgage industry and how to get the best deal, then you're going to need her, but you don't necessarily need her specifically. You go to any mortgage advisor who helps self employed people and get the same kind of service. But what made her really special that made her really, really stand out that she wasn't talking about. She was just doing it for free was that she was chasing everything. She was chasing the solicitors. She was chasing the state agents. She was liaising with that, with the accountants. She was doing all of these things. So you don't have to worry about the thing you can carry on with your business.
(17:24):
You have to worry about figures or anything like that. She will saw everything for you. So you wake up one day with a mortgage and you wake up the next day with a house, not quite as quickly as that, but it's, it feels like that it's seamless. It's stress-free and you know, if anyone's going to choose a mortgage advisor, it's probably going to be her, if she was to talk about that. But she, she wasn't, she was just doing it. And it was just came as a surprise. But as soon as you start to realize benefit, this is to your ideal client, particularly a self employed person who runs businesses. You're really busy and have time to keep chasing for things like that. You just want to know it's in good hands, that someone's on your, in your corner, making sure that things are working the way they should behind the scenes and from a place of expertise.
(18:07):
Because my God, like the amount of times that, you know, you're just like, you're chasing and they're giving you the run arounds and you've got no kind of empowered knowledge to kind of argue back. So you're just like, okay, yeah, whatever you say. She knows every trick in the book. Yeah. So she knows the truth of the matter, and she can get behind things and really give you an insider's view as to how the process is moving forward. So, I mean, it's just invaluable. And so when we actually extracted it, gave it a name and called it the trusted chasing liaising service, this is now become something that is completely unique to her and has services in her business where people will want to go through Sally keyhole to get that mortgage, because they know that they're going to have this incredible service. So that's really, really important to think about what are you actually already doing?
(18:52):
That is a huge benefit, or perhaps your industry is also doing, there's a huge benefit that nobody's talking about. What can you start really putting shining a light on that? That's the secret USP. The next USP is the backdoor USP. Now the backdoor USP is basically it's almost like we're always finding a gap, right? Like it's always about finding the gap in the market and leveraging it and really taking that forward. But this is a way of fading. It is about finding that gap where you're still perhaps doing the same things as other people, but you're providing something additional, almost like a supplementary USP. And let me give you a sort of example of this. So in avid track, for instance, where we're coming up with our USP, we were thinking a case of what's the missing. Yes, everyone else is booking people into it, but what are they not doing?
(19:47):
Where's the gap. And we found that, yeah, people weren't being supported in knowing that they are actually going to feel confident in getting to the summit of wherever they're going to their base camp of wherever they're going. And they have a lot of concerns and worries that they needed to get help. And you know, in either just from the fact of like making sure they've got the right equipment and all of those sorts of things. So we found that gap and we went around the back door. We're not like reinventing the wheel here. We're still booking people on the trips, but we're also providing something additional to the service to give them something extra. That that is very much needed, builds trust with people. And it positions you as an expert and it makes people want to work with you because, you know, we provide a lot of upfront the value to our customer base.
(20:35):
And so, yeah, they're like, okay, well, who else? I'm not exactly gonna mine. All the information with you, build trust with you and then go with someone else. When you give that kind of level of service, they're just automatically going to enroll and they do. And they pay with us because not because we're trying to rock them if their money, but obviously it comes at a cost, these different things that you put on and we have the best available in terms of porters guides, all of those things. We're not just good in one area. And that's the thing about market leadership here is just kind of give you that insider, this isn't about being great in accident in one area, you've got to think about the whole shebang. You know, it's gotta be about everything. It's gotta be about the customer service. It's gotta be about, you know, really finding something.
(21:18):
That's a benefit. It's great having a USP for your marketing so shiny, but how much of a benefit is it to your market? It's gotta be a benefit to them. So you've got to find what is the best in the world. Look like something, Andy always says, what's the best in the world. Look like, how can you be the best in every area so that your customer has the bat and your clients have the best experience possible, right? From the word, go from the moment they come across you to the moment they become a client to the moment they, they, they, they were way in the ping back to you again, to get the next thing from you. And so, and so forth. You elongate that lifetime customer experience, that lifetime customer value for you. So it's really important to know that that isn't just like, Oh, you know, let's just get this this amazing USP done and on your happy successful.
(22:08):
No, no, no, no, no, no. The market decides if you're a market leader, not you. So you need to up your game in every area. And by the way, that's something that I share with you inside of the elevate and unfold strategy session as well. I have a particular method that I focus on different areas that I focus on that you need to be excellent in all of these areas in order to reach marketing level. So, and that was one thing we did. We, I also worked with Paul and Tracy Smolinski from intro base and amazing an amazing networking organization. I would probably say the fastest growing networking organization in the, in the UK based in South Wales and have franchises across even as far as Sweden just amazing, really love what they do. They worked with me to work specifically on the unique magic bullet and the U S productize USP and something that they recognize that they were already doing to a certain extent.
(23:05):
And that's the thing you have to realize here is that this is about fitting things into boxes. It might actually touch upon each of these areas that I'm talking to you about. But you know, they are helping to create not just a great platform for networking, but actually an amazing network of master networkers who know how to utilize to its fullest, a networking platform, wherever that may be. And so something that they realize that they kind of do already, but really productizing that is that they came up with a master networker program where they're extracting their knowledge of how to be the best networker without any itchiness, which I love. And, and, and really, you know, make money from networking as well, because you know, a lot of people want to do networking without the egg, but also didn't make any money.
(23:53):
And it's like, well, hold on a second, we need to be smart about being strategic with our time. Right. All about the strategic visibility, by the way, if you haven't listened to the episode, it is a stinker. And it's one of my most listened to episodes. I think it's episode 38 as far as I can remember. But yeah, that's just a great episode. Please do go and listen to that, but yeah, you've gotta be strategic about your visibility. Is there a point like going to networking events if you're not actually gaining anything from them you know, that there's so much opportunity to be had, not just the money, either collaborations, doors opening, who do they know, but we've gotta be smart about how we, how we do that and also come across in not pushy way either. So there's a good balance to be had.
(24:34):
So anyway, they've created an actual program that they give to every single member who signs up like that's amazing. That's really cool. So again, finding that back door, what other networking places not doing okay. Where they're not focusing on that. So many people focus necessarily on the, on the kind of like the mentoring business side. That's not why people joined you guys. That's not why people came to you that came to you to network with other businesses to get out of clients, to find opportunities, you know? And so they, they figured that out, they worked it out and that's what they're now doing. And it's just incredible as they now doing again, they'll be doing it already, but they were not talking about it, but now they've got some very sort of very tangible that they can now offer you know, to entice new members on board and good for them because they're brilliant.
(25:19):
I've been a member of a chip it's by the way, bloody fantastic. One of the best networking organizations I've ever had the pleasure of attending. So it was, you know, I was over the moon to be able to work with them, to help them with that productization of that USP. And I would say probably this next one is I would say one of the most powerful and most common ways of forming USP, particularly in the service based industry, particularly for coaches and consultants and things like that. And that's the mind blower, the mindblower USP. And this is where basically your shift, it's a concept that shifts the perspective of your ideal clients. So they're just wowed by, Oh my God. I never thought about it like this. Like, it was, it's a real, all of these things are kind of like an epiphany moment or something that's super enticing.
(26:09):
But this one really is that right? It's that apifany of, Oh my gosh, this is exactly what's been missing for me. And now I understand why it wasn't working for me before and now I can see how it works now. I've got so many examples I could use for this. So many examples. For me, it's my UMB. Whenever I talk about the unique magic, but everyone's like, Oh my gosh, yes. You know, if, if product based businesses do this and talk about the U S PS physical USBs of the product, why are we not doing that services? Exactly? Why are we not doing that? Okay. So, okay. Yeah, I see the need for it. And I also see the need to differentiate makes complete sense. Here's a way that I can do it. I didn't have it before. It's that, that penny drop moment for my client then white again, incredible women helping corporates to actually retain their talent by helping women within that organization who goes on, who go on maternity leave to support them through that for when they return, because she recognized that these women were mentally checking out whilst away you know, whilst on maternity leave.
(27:13):
And then when they got back, they left, they came back cause they had to, but they were already looking for the door and not coping very well. So she created this whole new mat leave retainer model, brand new revolutionary that no one else is talking about. No one else is rethinking about no one thought of putting in place. And she's got some huge companies on board with this, which is just fantastic. And I'm so proud of her for really pushing it out there. But that's mind blowing for that industry for that, for that niche of, you know, HR in corporate is just for that particular, you know, maternity leave piece is just like, wow, that's, that's just, it's simple, but mind blowing at the same time. And that's the key here. This is something I really wanted to mention actually with the, it's allowing a concept to be simple enough because people try and make things overly complicated.
(28:08):
And actually that does the opposite. What it can do is cause confusion and they don't understand how it works. You're looking for the simplest version of the idea in order to explain it to people. So they can have that epiphany moment, because if it's too complicated, you're not allowing them to come to their own understanding of what's going on and it's not impressive. And it's not, it's a curse, it's a curse of the expert. Over-Complicating everything, keep it simple. And this is a simple concept and you know, she's, she's productized it, she's trademarked it and she's taking it out to the market and it's just absolutely going down a storm. And other people probably have thought this up guys, but it's just the way it goes. She's taking it forward and she's doing really well with it. She's put her own spin on things she's engineered it.
(28:53):
So not only is it mind blowing, it also touched upon it being secret. It also touched upon it being engineered and to a certain extent go being a backdoor supplementary as well. And there's so many different levels to her service. So it's so malleable for these businesses in order to integrate. So that's one example. Next example is a client I mentioned before as well, core Darlington who is come up with the radical self nurture concept, which is very different from, and she's going to come and talk about this on a future episode of the podcast, but it's basically very different to self care. Self care is like getting a massage, you know, taking time out for you in the evening, I'm in the bath, all of those sort of things. Perhaps going on a retreat would be self care, radical self nurture chorus.
(29:44):
Expective is where you transform your entire life. You are able to put boundaries in place. You have crystal clarity on what fills you up so that you, you can make decisions about your life, which will transform it from the inside out so that you're never put it in position. Why you need to go in a retreat because you're always in a suit state of harmony in a state of calm, you know, you're, you're not coming up with this whole, you know, the choosing struggle, choosing busy, busy, busy, actually, no, I choose not to be busy. I choose to, to be in flow. And it's easier said than done, right. But yeah, radical self nurture methods that she has to help people achieve that flow, achieve that sense of center and peace. Yeah. Where they can be high performers without having the stress, the burnout, the, the, you know, the awful side effects.
(30:38):
Yeah. Of perhaps what sometimes a high performer can have. You know, she's really changing the game on that really helping people to be more productive, to have it all, to have that life with their children, to have that life with their spouse, to travel and to run successful businesses at the same time through using this particular nurture this radical self nurture and her using her thrive method, which is incredible in conjunction with. So again, something that's fantastic mind blowing, different way, different perspective on how to help people in those situations. Know one of my, say an older client of mine, not older than age, but older in terms of what I worked with. Wow. And when it's just incorrect, the bull, she helps people helps business owners, sorry, I should say how's business owners to make more of their finances, to grow their finances, to, to manage them and invest, you know, she's someone who came from extreme debts, overcame that and is now financially free living the life out.
(31:44):
I think it's, she's in Jamaica. It could be wrong. Apologies on one, if it's not Jamaica, but anyhow, she's just, and she had this new concept because the reason why she was in incredible debt was because she's a spender and I was spending by the way, I have that in me. And I'm trying to recreate new labels by the way. Do you have a tendency with what? My way, my money mindset has been Bobby brought up as a child. So as a father, I have those tendencies, but something that she does is instead of, I tried to like suppress the spending, you know, in the start like a budgeting and pulling everything back. She helps people who have that way inclined that's her niche is helping those, those businesses who are spenders. She comes out with this spending plan. So rather than budgeting, she's like, okay, well, let's prioritize what you're going to spend on.
(32:33):
Right. You know, what, what, what, what are you going to buy and why? So you're intentional, you're purposeful a new, different way of thinking about it actually works in alignment with your normal tendencies, but you're able to see the truth of the matter. And you're able to pull your head out of the sand as a spender and actually look at things objectively to go, okay. So where am I spending? It's not, it's not bad to spend, but where am I spending it? Why am I spending it? And is that feeding into my goals? You know, it's not really getting me to where I say I want to be yes or no. Okay. So maybe I don't want to spend it on that. Maybe I want to spend it on this. So different way of thinking again, mindblowing something that's like, Oh, wow. I never really thought of things like that before.
(33:15):
That makes total sense. Another one of my clients Malayne Lee, absolutely amazing. I love my name. She has something called inspired marketing because she believes that's the reason why people have failed launches or they end up struggling whether or not pushing, pushing, pushing, pushing, and never really seeing any real amplified monetary results for their efforts is because they don't have this inspired marketing piece. Whether, you know, you are aligned with your business, the business purpose, and with the actions that you need to take. There is no skin in the game. There is no excitement. There is no joy, there is a flow. And so she helps people to get into this inspired marketing States in order to produce amazing launches in order to really amplify their business, amplify their wealth and amplify their impact. Again, something a different way of thinking about things, you know, and again, that kind of touched upon the engineered side of things because there's a lot of science behind what she does in terms of, you know, psychology and mindset and actually how to get you from, for me to be.
(34:26):
So those are some incredible examples from some of my amazing clients who have created just amazing USPSS and really rocking it in that industry. Just, just absolutely mind blowing. So super proud of all of those who I've mentioned and yeah, there we are. So I'm hoping that these four different ways of creating your S pieces really helped you remember being the first stop, waiting around for permission, just get that out, get it out there. And you know, if you want help with creating your product ties, USP, your unique magic bullet, as I caught it then I do run specific intensives around that. You'll also, if you want to have an opportunity to apply, to be a part of my elevate program which is my 12 month program, which takes you through that you think magic bullet phase plus the niching phase and the messaging and takes you beyond it to really start taking that to the market and positioning yourself as a market leader.
(35:26):
So whether you're interested in elevate, whether you're interested in intensive or perhaps different option than do, make sure that you book a call with me or get yourself onto and evolve and elevate strategy session, both the links are in the show notes. Do make sure you go head over to that, click the link and anyone who's wanting to pick a call without actually having to click anything it's bit dot Lee forward slash clarity call podcast bit dot L Y forward slash clarity call podcast. And guys, I look forward to seeing you in the next

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

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

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

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

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.

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In this episode, we're talking about the five pitfalls of business to avoid.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.

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.

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Ready to create packages that people cannot turn down? In this episode, we're going to dig in to creating irrefutable packages.
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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.

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.

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.

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.