In this episode, Jon discusses the CEO mindset with Janet Murray, an online business strategist and copywriter. They delve into why many small business owners or practitioners behave more like freelancers rather than CEOs. Janet highlights how tracking data, developing business skills, and creating commercially viable services or products are key components of CEO thinking. She emphasises having a forward planning strategy, sales skills, and the confidence to assert the value of one's services.

Today's Guest...

Janet Murray is an online business strategist & copywriter.

She’s the creator of the 2024 Courageous CEO Strategic Business Planner & Resource Kit (along with a whole host of content kits that save time on content planning/creation) - and the host of the Courageous CEO podcast.

Janet has been podcasting for around a decade and has published more than a thousand podcast episodes.

As a copywriter, Janet specialises in creating - and writing strategic copywriting campaigns. Strategic copywriting is about publishing the right content at the right time to achieve a specific goal - which is why it’s typically more effective than other approaches to content.

She’s also a keynote speaker who has spoken on big stages all over the world including The Youpreneur Summit (London), CMA Live (Edinburgh), and Inbound (Boston, USA).

Janet plays the piano, sings, runs, and talks to her 3 cats (although not at the same time). She’s also the mum of a teenage daughter and is a long-suffering ‘football widow’.

Episode Highlights...

00:00 Introduction and Podcast Overview

00:50 Getting to Know Janet Murray

01:52 Janet's Unique Journey: Starting a Choir in 30 Days

04:18 The Importance of CEO Mindset in Small Business

07:04 The Difference Between Freelancers and CEOs

09:34 The Power of Strategic Planning and Data Tracking

13:52 Understanding Commercial Viability and Value

17:14 The Role of Confidence and Expertise in Business

18:46 The Power of Saying No and Understanding Your Value

19:27 Janet's Strategic Business Planner and Resource Kit

41:12 Closing Remarks and Future Episode Teaser

Key Takeaways...

👉 Small business owners should adopt a CEO mindset to strategically steer their business. This involves setting clear annual and quarterly financial targets, understanding important sales periods, and having a data-driven approach to business growth.

👉 Understanding and harnessing the value of your business is crucial. This could be honing in on unique selling points of the business, establishing effective systems, or creating assets that generate recurring income.

👉 Being able to effectively communicate the value of your product or service is important. This includes being able to articulate the transformation your service provides and having the confidence to sell it.

👉 Not all business owners are CEOs, but thinking like a CEO can help to grow a business. For the business to be deemed a business, it should have the potential to operate even without the presence of the owner.

👉 Pricing should reflect the value and transformation a product or service offers, not just the time it takes to deliver it. Professionals should be confident in their pricing and not underestimate their worth.

👉 Instead of trying to do everything, focusing on the right marketing and sales activities that strategically align with business goals will drive success. If a business owner needs immediate income, they should consider tactics that yield short-term results, such as reaching out to potential clients directly.

👉 A successful business is not just about generating income, but also about creating a legacy or adding value to the market. Capturing important data and monitoring the business strategy can help achieve this.

Links Mentioned In The Episode...

USE COUPON CODE ‘JON97’ TO GET £50 OFF Janet’s 2024 Courageous CEO Strategic Business Planner & Resource Kit via the link below.👇

https://janetmurray.co.uk/courageous-ceo-planner-2024/

Janet’s Website

https://www.janetmurray.co.uk

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In The Next Episode...

Next time Jon chats with Laura Robinson about bite-sized one-to-one experiences (called First Date Offers) that can lead your clients toward your higher-priced services.