Your Dream Business

By Teresa Heath-WareingBusiness Entrepreneurship Marketing

Your Dream Business episodes

December 16, 2024 Start-up to Scale-up with Channel 4 Ventures: Scaling to Success with Nikki Wicks
In this exclusive series I interview five distinguished entrepreneurs, courtesy of Channel 4 Ventures, starting with the incredible Nikki Wicks, CEO of The Body Coach.
He shares fascinating insights on the evolution of their business, their content strategies, the shift to mobile app development, and the challenges and opportunities in separating a personal brand from the business. Ideal for small business owners, course creators, membership owners, and coaches looking to understand the dynamics of scaling a business and attracting investment, this episode highlights the importance of investment when scaling a business. Full of practical tips and inspiring stories, you’re going to love it!

KEY TAKEAWAYS COVERED IN THE PODCAST

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Transcript
Teresa:
Hello and a really warm welcome back to this week's episode of the Your Dream Business Podcast. And this week I have something very special for you. You see, we're not just doing one episode like [00:01:00] normal. We're actually doing. Five, which I know sounds a bit crazy, but I have a super special podcast series that we're doing for this week only.
You see some time ago, I was invited by channel four to go to their offices in London because they were having an event alongside other media sort of business outlets and leaders in business. amazingly got invited along to go and see what they were doing. And as part of this, I have put together a special series of podcast episodes.
As part of this event, they had four really amazing entrepreneurs come along and talk about various things. And I was given access to these entrepreneurs and the ability to interview them for the podcast. So this is going to be really, really cool because I have got some people who are coming up that you will probably recognize their [00:02:00] business names, if not their names.
For those of you who are not in the UK, Channel 4 is one of our main channels. So like the BBC, you'd probably know about that if you're not in the UK. Channel 4 is one of those channels. So it's, you know, one of the first four channels that we UK. So it's quite a big deal from my point of view to be part of this.
But basically, Channel 4 has an arm of their business called Channel 4 Ventures and it's an investment team within Channel 4 that specializes in media for equity, where high growth, unprofitable startups exchange shares, i. e. equity in their business for Channel 4's advertising space. So if you want some investment in your business rather than getting money, you can do that.
You will get advertising and Channel 4 would get a, you know, part of your business. They would get a section of your equity. Channel 4 Ventures has completed over 50 deals backing companies such as What3Words, Oddbox, Purple Bricks, [00:03:00] Crowdcube, and Pinterest. So the reason I was invited is because Channel 4 Ventures did some research about who was most likely to get given investment in their business.
And I know this is going to surprise you all, but it was mostly well educated white men. And they basically did this research, which didn't really come as a surprise to anyone in the room and the entrepreneurs that I speak to in this special little series I've got here. So basically, um, They profiled hundreds of founders that had secured investment valuing their company at a hundred million or more since 2013.
And the data was based on analysis of founders own disclosure of their race, gender, education, background, employment history, and company base. And this was just some of the data that was found. So 94 [00:04:00] percent of founders were men, despite men representing only 41 percent of all UK graduates, and those founders We're 51 times more likely to have graduated from an Oxbridge university or it's us equivalent.
Consumer companies in London, Oxford, and Cambridge are 11 times more likely to have raised valuation of a hundred million plus than companies located anywhere else in the UK. And white university graduates are 10 times more likely to have founded a consumer company with a valuation of a hundred million plus than a black university graduate and nearly twice as likely as an Asian graduate. So like I said, none of these stats, I mean, they are all shocking, but when you think about it, it's not that shocking to hear in terms of not that shocking from an unexpected point of view. It feels surprisingly, yes, that sounds like what it would be like, although it's not fair.
It's not [00:05:00] right. It's not okay. It does feel like, well, I get it. I get that that's the case. That's not a surprise to us. And it's broke and they need to fix it. So when Channel 4 came to me and spoke to me about doing these podcast episodes, I was a little bit kind of, is this going to fit with my audience?
Obviously you are my audience listening to this and most of my audience, that listen to the podcast are small business owners, lots of online business owners, very female heavy, or people who identify as a female heavy audience. And part of me was like, this really doesn't fit. Like I'm talking about bigger businesses.
I'm talking about capital investment, media for equity, things that I don't necessarily understand well enough. But then. I thought about it and I thought, no, that's the reason I should do it. The reason I should be doing it is because we should be having these conversations in places where they don't typically happen [00:06:00] in places where you wouldn't typically hear about it.
And I was being given an opportunity to bring some information to you and in the process, bring some really cool business owners to you. And actually, that's what I'm going to do. So I am really, really happy about doing this, about bringing a conversation to you that might seem like it's not one that you've thought about.
It certainly wasn't one that I've thought about. I had the conversation, I think, with one of the guests about, you know, I don't ever see me ever wanting investment in my business because it's just me. And I, I can't see why I would need that. However, This type of things, the investment sort of, you know, space has been behind closed doors and in most cases, from my opinion, quite fancy closed doors, so unless you're a white straight male from Oxford or somewhere like that, then you don't have these conversations, which is why I thought it was even more important.
to have these [00:07:00] conversations. So Channel 4 gave me the opportunity to speak to some amazing, amazing business owners. And this week I am going to be sharing with you an interview from those five different people. So we have four business owners and then someone who works for Channel 4 who heads up their Channel 4 ventures.
And They were fascinating conversations for so many reasons. There is so much that you're going to get from this, not only hearing what some incredibly successful business owners have to say about how they became incredibly successful, the drive they have, the way they look at problems, but also you're going to get an understanding of this may be part of a world that you didn't know about, or maybe you did, and I'm just kind of bringing it back to you.
The world of capital investment. private equity, all words that I wouldn't understand a lot about. I know a little bit, but not a lot. So this was as educational to me as hopefully it will be to you. And it [00:08:00] was super inspiring. So like I said, we have some amazing, amazing guests coming out. And today we are kicking off with the super, super lovely Nikki Wicks, CEO and creative director at The Body Coach.
Forward slash Joe Wick's. Brother, if you have not heard of Nikki or Joe, the Body Coach is a global fitness and wellness company on a mission to make the world fitter, healthier, and happier. Previously, Nikki was a journalist and an editor working across sports, lifestyle, and trade magazines. Prior to joining the Body Coach, Nikki was based in Singapore, where he worked as an editor at Campaign Magazine.
His team, Austin affectionately. Call him the crying CEO and Nicky thinks one day this will make a great title for a biography if he ever writes one. Fun fact, Nicky was an extra in the final Harry Potter movie where he played a snatcher, a member of an organization of bounty hunters formed by [00:09:00] Lord Voldemort, which I'm completely gutted I didn't read prior to interviewing him, so I wasn't able to ask him about it, but still, it's still an amazing episode.
So like I said, This week, you're going to get an episode every single day, Monday, Tuesday, Wednesday, Thursday, Friday. I've got some incredible business owners, some incredible conversations, and I hope you enjoy them. Let's get on with the first interview. Nikki, welcome to the podcast. How are you doing?
Nikki:
Hello, morning, Tracy. Yeah, good. Good to see you again. Um, thank you for inviting me.
Teresa:
My pleasure. So I want to be super honest. You said to me before we got started, you don't often do podcast interviews. So, and I guess this would make sense when we explain who you are and what you do.
So, Can you start off by just explaining to my audience who you are and what you do?
Nikki:
Sure. Yeah. So I'm Nicky, but, um, I'm the CEO of The Body Coach. Um, I guess firstly, actually I've done it in the wrong order. I'm Joe Wicks's brother. You may have [00:10:00] heard of, lots of people have heard of Joe Wicks and, and actually be surprised. Some people scratch their heads when you, when you say The Body Coach, even though they're, you know, Joe is The Body Coach, but yeah, I'm Joe's, Joe's brother first.
CEO, now CEO of The Body Coach, which always feels weird when I say that because it was, yeah, I never thought I'd be CEO of any company, but yeah, here we are.
Teresa:
So that immediately brings up loads of thoughts and questions in terms of How did you get, because like you said, you, you never expect to be a CEO of any company.
So how did you get to come into the company in the first place? Because working with a family member, I have three siblings, two older sisters, one younger brother. I'm not sure I could work with any of them. So working with a family member and then becoming CEO, how did all that come back? Was it from day one or was it as it grew?
At what point did you kick in?
Nikki:
Yeah. And, and you meant, you know, that concern about working with a family member was a massive thing for me. So [00:11:00] Joe and I are very close. We've always been close. We're, we're close in age. There's 18 months between us. You know, my, my mom had us very young. She was 17 when she had me.
And I think she was just 18, just no, maybe just 19 by the time she had Joe. So very, very close as siblings. And I was working as a magazine editor and journalist for about seven years. And when Joe asked me to come back and, and help him, I said no, pretty much straight away. And was like, look, don't think that's a good idea.
You never, you never hear many happy stories about family members working together. And I just was very worried that it was gonna affect our relationship. So for about three months, I kind of resisted the idea of coming back and, and working with him. So, yeah, that was a thing. But no, to answer your question, so, um, Joe and I, we're living together.
So the body coach has been going for 12 years this year. So 2012. And I, I won't go the, the short version of the story. And Joe started out as a, you [00:12:00] know, a personal trainer doing bootcamps in the park. And that was in 2012. We were living together at the time. Um, and I was working as a journalist on the London Olympics.
So had an 2012 was an amazing summer. I always looked back at, with such good memories, having a chance to work on the official magazines and programs for London 2012. And Joe started at this boot camp in Richmond then I was living with him. Yeah, it was sort of, you know, in those very early days, it was, I think all the family at some point was out helping him do some flyering.
We were all kind of, called it, called to do a shift, handing flyers through doors to try and get him, you know, more people sort of coming to his boot camp. And so then I carried on with my career, he started out, and then Yeah, I think it was 2015 when he'd started to get a quid, got a bit bigger following on social media.
And, you know, he sort of said, look, I think this is, he started getting some traction and really wanted to sort of, you know, give it a go and try and, you know, his pitch to me was come and help me get more people moving and more people, you know, I really think we can use social media and people seem to be connecting [00:13:00] with my message that he was putting out.
And yeah, so I, I eventually came back, I was living in Singapore and I decided to come and, you know, see if I could help him out. Yeah. Cool.
Teresa:
What were you doing in the early days? Like what was, because I guess a lot of his business at that point was social media, like huge amount of content creation. So, and obviously that is a hard thing for someone else to get involved with, especially when it has to be his face.
So was there a natural kind of fit for you to come in and go, this is my skill set. This is where I could be a great asset.
Nikki:
Yeah, a hundred, a hundred percent. Like I, you know, I was very clear that I said, look, I, I, um, I think I can help you with a certain part of, you know, what you're, what you're trying to do and it was content and the media, I guess I, you know, having worked as a journalist, I'd, you know, I'd originally wanted to work in magazines.
I still love magazines now. Like I still love print. Even, uh, you know, during my career as a journalist like print was starting to struggle and, you [00:14:00] know, it's moving more digital. So a lot of the work I had done, you know, before coming back to Joe was sort of, you know, content, building community, engagement, and really kind of like, I'd say, yeah, it was very kind of content.
That was my expertise, really. You'd now call it content. I mean, I was a journalist and a writer and an editor, but that was becoming more and more digital and social. So, you know, Twitter was a huge in, you know, in the early and still is for, for journalists and for media companies, I'd started doing more video over some of the projects I was working on.
So there was a real, like natural, my skillset was very much in, Content, creative, I suppose, like ideas of how do you engage people and when I, when I originally came back, my role was, yeah, as head of content was the role that we sort of loosely gave myself. But it was very much like, let's launch a YouTube channel, let's do more video content on social and it was always about how do we reach more people [00:15:00] and how do we get more people moving or cooking healthy food.
You know, and Joe had already started the Lean in 15 videos at this point. He was, he was well into that, but I guess we really just doubled down on, when I look back now, I think we really kind of doubled down on like content and engaging and building community. And it's still 90 percent of what, of our business now, I would say.
Teresa:
Joe kind of got the dream, right? I think I work in an industry full of online business owners, so loads of people who have courses and memberships and coaching, and they are super skilled and passionate at the thing they do. Like Joe, you know, they have a service that maybe they offer one to one or maybe they do done for you staff.
And then they want to move into the one to many, which is exactly what, what Joe's done. And, and really to look at his business. And as I think I mentioned to you, when we met that him and I spoke at the same event and I met him, which was lovely, like he's the dream, like he's the, his business is like, Oh my God, if only our businesses could be as big as [00:16:00] his.
Was there something like, was there something you look back on now and think that's what caused that? Or is there something, would you view it very differently now doing it? Do you think that success would, I've asked you two completely different questions there, so let's start with there. Is there something that you look back on that think that's what caused it?
Nikki:
Yeah, I mean, Joe gets asked that a lot over the years and I, and I, and I can't even think what his answer is to that question. I was there a moment or was there a thing? I think now, like, you know, 12 years into the journey, I think, Joe's, I, I, this is just my opinion, my view is that Joe, Joe's superpower I think is his ability to connect with people like he, and, and whether that's on, in, in real life, face to face or over digital platforms.
I think he's, you know, he's, he's, he's got a natural, very natural way of connecting and he has a lot of empathy and compassion for, for people. And I think [00:17:00] he, he genuinely cares about. everyone. And I think he cares about people a lot. And I think, you know, without going into sort of too much sort of, I don't want to turn it into a therapy session, but I think both of us recently have been on a bit of a journey and sort of learned, I guess, a bit more about our past and why we have that sort of, you know, You know, drive to help people.
And I think that was always Joe's drive. And I think that's, he, he, he's somehow been able to translate that from being in a room with someone in a park to doing it via, you know, social media. So I think Joe's superpower is, is, is his ability to connect with all different people and, you know, from preschool kids in nurseries, when we do our schools tours, all the way to.
You know, two weeks ago he was in an, in an old, in a, in a care home with a hundred year olds and 95 year olds who were doing his workouts. And he seems to be able to connect and inspire. that extremity of sort of [00:18:00] different types of people. So I think that's what he's, you know, I think that's what his superpower is.
I think the other part of your question, I think you're asking about, and I think is about, you know, and I think timing is a really important part of Joe's...
39 min
December 09, 2024The Hidden Key to Business Success: Unlock the Power of Customer Transformation
Have you considered the importance of truly understanding the transformation your customers desire in order for your business to be successful? Many business owners can miss the mark with this, resulting in ineffective marketing and lost sales which we do not want. So in this episode, I share a structured approach with seven key questions to uncover the exact transformation your customers want. Through real-life examples and actionable strategies, I explain how identifying this transformation can lead to a truly successful launch. You’ll also get a FREE downloadable worksheet to help you apply these insights to your own business.

KEY TAKEAWAYS COVERED IN THE PODCAST
The Power of Transformation: Understanding the desired transformation of your customers is crucial for creating effective marketing messages and products.

The Seven-Question Framework: Use the seven-question framework to uncover the core desires and motivations of your target audience.

The Importance of Authentic Connection: By truly understanding your customers' needs and aspirations, you can build stronger relationships and drive sales.

If you enjoyed this episode then please feel free to go and share it on your social media or head over to
Apple podcasts or Spotify and give me a review, I would be so very grateful.
LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE
Connect with Teresa on Website, The Club, Sign up to Teresa's email list, Instagram, LinkedIn, Facebook or Twitter

Transcript
Do you really know what your customer's transformation looks like? And more importantly, do you understand why it's absolutely critical to your business success? So many business owners that I've worked with think they know what the transformation is that their customers want, but in my experience, most of them don't.
And if you don't have clarity on that transformation, then your marketing message is likely missing the mark, which means you are leaving sales on the table. That's why today I am walking you through the seven key questions that I use with my clients to uncover the exact transformation that their customers truly want.
And when you get this, and you truly understand the transformation your customers want, it's going to be the difference between a wildly successful launch, And one that falls flat.
Hello and welcome back to another episode of the your dream business podcast. Thank you so much for hanging out with me. I really, really do appreciate it. I know that your lives are very busy and my aim is to deliver you some really good strategic, inspirational content that hopefully helps move your business forward.
[00:02:00] Today, is a great episode. I nearly said good and I thought, can I say great? Yeah, I can say great. It's going to be great. Today we're going to be talking about understanding the transformation that you are trying to get for your customers, because this is something I have seen so many people get wrong and it's really harming their business and it's really harming the results that they can get in their business.
So I wanted to do an episode just devoted to how do you understand and how do you find out the transformation. But this is incredibly difficult to do when you're talking generically because it's such a personal thing and it's so easy for me to sit with a client, be on a group call with some of my members, and for me to get the transformation out of them really quickly because I'm asking the right questions, I'm probing, and also My job as a marketeer is that I understand these things and I can work out the transformation pretty quickly, which then [00:03:00] enables them to better market to these people.
So how am I going to help you understand your transformation when we're doing this over a podcast? Well, I've got some real life examples to give you and that's how I'm going to do it. The other thing that I've done is I have put together a little download with the key questions that I'm asking in this episode so that you can Ask yourself these questions and hopefully get to the right answer.
So if you want to download that, head over to teresaheathwareing.com/376. They're the numbers, not words, and you will be able to get the link for this free download where the questions that I'm going through here, which are ones I ask people when I'm having a call with them.
They're the questions that you're going to get to be able to have in a worksheet, make notes and come up with your transformation for your customers. The reason this is so important is because basically this is everything. This is all the marketing that we do. Everything is around, where is your customer now and where are they trying to get to?
[00:04:00] And anything that you create from a sales page, webinar, landing page, lead magnet, any of those things all leads to what is the transformation that your customer is looking for. In this example, I'm going to give you, I'm going to treat it as if we're doing a webinar for these customers, because one of the things that I've been talking about and I share when I talk about launching is that we do a prelaunch.
So the prelaunch is before you even talk about the fact that you're going to do a webinar or a challenge or a bootcamp, there is certain content that you have to do in the prelaunch that is going to prime and ready your customers and. Get them to the point you need to get them to in order to then start promoting the webinar or the workshop or whatever it is that you're going to promote before you then go into the sale.
And there is a really smart strategic process in which we use to go through this because [00:05:00] if you don't have this, you're kind of just dropping things on them and some people will get it, some people won't and hopefully by the end of this episode, you're going to understand what I mean by that. Also, if you have any friend in business and you really want them to succeed, I want you to send them this episode and say, this woman who I listened to, she said, I had to send it you because I want you to succeed.
So I want you to do that. And I want you to send them this episode because I promise this is going to help anyone in business, even though the examples I might give are webinar examples or talking as if we're doing a webinar, don't fear. I'm just using the launch process and the webinar process as a way to structure me.
It's not really that you have to go through a webinar. Okay, so let me give you a really wide example, and then I'm going to give you two actual examples. One, actually, at time of recording that I just had last night. So at time of recording this, I am running my [00:06:00] webinar workshops and we had the first call last night and this was actually a conversation I had on last night's call.
So it was such a great one as I was doing this podcast recording today. And then another of my clients, I'm using them as an example to give you another idea how this works. Okay. Let's start with the big example. Big example is, imagine you want to book some flights. When someone markets you from, I get BA emails all the time because I used to fly with BA all the time, although they're not great between you and I.
So, so I get emails all the time. Now BA very, very rarely market the plane or the flight to me. Because the transformation I'm looking for isn't getting on a flight. The transformation that I am looking for is getting to the destination. So when an airline company promotes or markets their services, they never share, or I [00:07:00] don't say never because you never know, but they predominantly do not share content around the food you're going to have on the plane, or the seat, or.
what it's like waiting for the plane or any of those things about the actual journey itself. They show you the destination. They show you the thing that you're going to get at the end of it. When it comes to the transformation that you're looking for as a customer, you're looking to get somewhere.
You're looking to get to a destination. And In all reality, you don't really care how you get there. You want just the quickest and easiest, and that just happens to be a flight, predominantly for places that are not in your country. And they know that. They know that the plane journey is just part of the process.
And the plane journey is the means to the end of getting to another destination. When they mark et They don't necessarily market around the plane journey. They market around the destination. They [00:08:00] look at what is it our customers want. What they want is to get somewhere they're not. And that's where they focus their marketing.
So that's a really simple way to understand marketing the transformation, not necessarily the thing that you do. And this is the main problem in, in small business marketing and online marketing that I see. is that people are trying to sell and promote the thing they do. Whereas that's not always what your customer wants.
Now, I'm not saying you never talk about that. You absolutely do. However, when it comes to really trying to hook your customer in for something like a webinar or hook them in for a lead magnet, it's less about the thing that you do and more about the transformation they want. Okay. So that was a kind of warmup as a really silly example.
Let's talk about two very real examples. What I'm going to do is take you through the structure and this structure is what I've put in that freebie for you that [00:09:00] you can find at teresaheathwaring.com/376. The first question I want you to think about is what is the product, service or program that you want to sell?
So in this example that I've got, this was a membership aimed at therapists that was there to help them with their business mindset and marketing. So that was the thing that the client wanted to sell was her membership that helps them with their business marketing and their mindset. Question two, which I obviously asked her on this call, what is the biggest problem that your customer has that your product service or program helps them fix?
Your customer is going to have a ton of different problems and you are probably going to fix a ton of different problems, but I want you to think of the biggest. What is the one thing that's on their mind? What is the thing that is the biggest problem that they have? When I asked her, she said that their biggest problem was that they didn't understand how to market themselves or how to use marketing.
So my next question to her, and my next question to [00:10:00] you is why is that important to them? And her response was. Well, if they have no understanding on how to market themselves and they don't want to be visible, then they're not going to be able to reach their ideal client. And I asked her again, and why is that important?
And she said, because they want those clients to engage in therapy services. Now, that's getting to the transformation. We have to dig a bit deeper. And sometimes you have to go, and why? And why? And why? And why does that matter? And why does it care? And one of the things I said to her last night was, actually, they would happily not do any marketing.
If I said to you tomorrow, that you could run a business, make loads of money and never had to do a reel again, or so what show on social media, or do any kind of marketing, you know. Like me who would snap my hand off, right, because that stuff's hard work and it takes a lot of work. So I don't want to do it.
Sometimes [00:11:00] I do, but like people generally don't want to do these things, but they're doing them because it's a means to an end. If I said to people, and I always joke and give the example, if I said to you, instead of doing a webinar, you could stand outside with a sandwich board and it would get you more sales.
We would probably do it. I might need to have a mindset work with you first, but. Ultimately what we're trying to get is sales and ultimately what her customers are trying to get the sales. So that's why when I kind of pushed her and said, and what does that mean? And why is that important? And what's that thing?
And the final question was so that they can, what is it that they're trying to do? So their main problem and the transformation that they were really looking for was they wanted to engage more therapy clients. They wanted more customers because ultimately they want to make some more money in their business and in businesses that often comes down to it.
However, you can't just jump straight to do you want to make more money in your business because that isn't quite hitting the same thing either. So we got to that point where [00:12:00] she kind of confirmed that they were looking for more clients and the marketing was the route to get more clients. So then I asked her, what's the one thing that you can teach or share in your product, service, or program, in her case, it was a membership that is super effective when helping them with.
And that's where you would fill in whatever your kind of transformation was. In her case, it was helping them with getting more clients. That's where we need to look at your product and go, out of all the things that you help them with, out of all the things that you teach, out of all the things that you share, what is one of the most effective things that really helps them get more clients in her case?
So one of the things that she said was niching, is that she teaches niching in her membership and actually that's a really good and useful way for them to get more clients. So I was like, awesome. So what we would do then is we would do a webinar around niching. And we would probably [00:13:00] use some language along the lines of how niching can help you get more clients because their ultimate problem is they want more clients and her thing is that they, she can help by niching.
So I hope that that kind of makes sense from that point of view. We I find out what the product was. We find out what the general reason for buying that product is. And then we kind of hone down and down and down and really got to the crux of it. Then we basically looked at what in that product is the one thing that will help them, that is the most super effective.
Then we've taken that and their transformation and put it together into a webinar. So. I said that the webinar could be something like, you know, how to niche and, or, you know, how niching can get you more clients. So the reason I wanted to give the webinar example or a launch example around this is because I teach that prior to any launch, we need to do pre launch content.
And I really hope you're going to understand [00:14:00] why we do it when I give this next, when I move on to the next question, the next question I asked her. All we talked around was what do they need to know or understand before you can teach them that? I'll just say that again. What do they need to know or understand before you can teach them that?
So let's go back to her example that how niching can get you more clients. Well, they would need to know what is niching, like, let's, we have to assume that your customer knows nothing. Now, I don't want you to go like, so, so, so very basic, but you do need to go probably way more basic than you think you do.
So she could create a post or some content around what is niching. She could create content around how others have niched in that industry and what it's done for them. Then the final question, which is all part of the pre launch content, is what objections might they have about learning [00:15:00] about the thing?
Again, in her case, it was niching. So what objections might they have? First objection might be, do I even need to niche? Why is niching important? Do I have to have a niche? So try and think about what are the objections that People are going to come up with things like, does niching really get me more clients?
So you might want to share content around someone who niched and got clients. Can you see how honing into these things is really helping discover and understand that transformation and then helping you create content to get people ready for. You helping them with that transformation. Okay. I'm going to go to another example.
I really hope that one helped. It's a different example because I wanted to give you some different things to focus on. So example number two is someone in my community who has a course that helps tutors get international students. So let me just [00:16:00] explain that just in case you're not sure, because I wasn't, basically they used to be a teacher, they no longer wanted to teach, they then became a tutor and they're currently teaching people in the same country as them, but they want international students.
That's what she sells. She sells a course on how to attract international students via marketing and that sort of thing. Okay, so if I look at her main or biggest problem, so back to those questions, let me read that question again so you can hear it again. What is the product or service or program you want to sell?
Well, I've just said the course. What is the biggest problem your customer has that your product, service or program helps them fix? So their biggest problem is that they can't get or they don't know how to get international students. So then my next question is, why is this important to them? So why do they want those international students?
They want them because they get to work in the day and not the evening. If...
22 min
December 02, 2024 Align Your Business, Align Your Life: The Power of Wealth Dynamics
Have you heard of Wealth Dynamics? It’s a personality profiling tool that I’m fascinated by and in this episode, I interview Osmaan Sharif, a Wealth Dynamics profiling specialist. We get right into the various profiles and how business owners can leverage their unique strengths for optimal performance. We talk about the significance of aligning business strategies with personality types to achieve greater success and even better, greater fulfillment. I also share my own journey of understanding my entrepreneurial profile. Ideal for business owners, coaches, and entrepreneurs looking to align their business strategies with their inherent strengths, this is a fascinating episode that I know you are going to love.

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Transcript
Teresa:
Have you ever taken advice from a coach or watched an expert do something and try to replicate it and it just did not work and then you thought you're the problem? This is exactly what happened to me recently. I took some advice, I tried to do something in my business and I didn't like it at all. And therefore, It wasn't as successful as it could have been.
And it wasn't until I did the Wealth Dynamics test and spoke to today's guest that I realized why that was the case. If you, like me, are interested in learning more about yourself and how you best work, then today's episode is for you.
Welcome to the Your Dream Business Podcast. I'm your host, Therese Heath Waring, an international bestselling author, award winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast.[00:01:00]
I am so excited to guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you and the. Season of life that you are in. In each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus we'll be diving into some mindset, tools and strategies that keep you focused, motivated, and are going to stop you from getting in your own way.
So if you're a course creator, membership owner, or coach, you're in the right place. Let's get started.
Hello and welcome to this week's episode of the Your Dream Business Podcast. I am your host, Teresa Heath Wareing, and I am very grateful to have you join me. I genuinely mean that. I know your time is so very precious.
And if you're like me, you are listening to this while doing something else. Normally I'm getting ready in the morning and it's a toss up between listening to a podcast or an audio book. So the fact that you are listening to me. Honestly, I am so grateful because you have lots of options out there and I really [00:02:00] appreciate you being here and I'm not going to waste your time.
I try and bring you the best of guests, the most effective strategies and tactics. And today is going to be a really, really good episode because if you're like me, you love a personality test. I love them. I have done Enneagram, Myers Briggs, Human Design, Money Archetypes. I have done so many and I find them all so fascinating.
But one of the tests I hadn't done was Wealth Dynamics. Now I met today's guest some time ago, Osmaan Sharif. I met him at an event. We were speaking together and he asked me if I had done the wealth dynamics test. I said, no. And I literally looked at the options and he looked at the option. I'll say he knew the options and he said, you're a star profile.
And I read who else was a star profile. And I went, yes, I think I'm a star profile. However, in preparation for this episode, I decided to actually take [00:03:00] the test. I did it through his website. We'll make sure we link up to that in the show notes because it's actually cheaper to do it through his site than it was to do it through the main site.
So I did it through his site and I did the test and it was fascinating. However, what was truly fascinating was when Osmaan and I got chatting actually before the episode, but we do talk about it on the episode, I shared with Osmaan that I was really struggling and I shared a story of that I had started something in my business and, and it just wasn't going well.
I wasn't enjoying it as much as I could and I kind of dreaded seeing it in my diary. And Osmaan and I had a conversation and he said to me, because he saw a copy of my results because it was done through his site. And he said to me, can I talk you through your results? And I said, yes. And he talked me through what my results were and he said, there's no wonder you don't like the thing that you've set up.
Because actually when I look at your wealth dynamics report, it tells me that you would hate that. And he [00:04:00] said, if you and I were going to work together and you would come to me and said, I want to start doing this particular service, he said, I would have told you to avoid it because you would not like it.
And it was honestly, within like 15 minutes, I felt a million times better. And I made an immediate change and that change has now come to fruition in the business and I am stopping or reducing massively that thing that I was doing because it just wasn't fitting with me. And this is kind of the point, when I work with people, I ensure I take time to get to know them.
And like I said, I tend to get my people, my clients, my membership to do things like Enneagram and Myers Briggs and money archetypes. So I can get an idea of who they are and how they like to work. And if you've done something before, or if you've taken someone's advice and it didn't work, you might be sat there thinking, what is wrong with me?
Well, the truth is there's nothing wrong with you. That tactic, that strategy just wasn't for you because not everyone's the same. So therefore not everything is going to work for everyone. [00:05:00] And this is what this episode is all about. Osmaan works with the wealth dynamics profiling, and he uses it to coach his audience and to coach his clients.
And in today's episode, We talk through the effect of doing a test like this. And like I said, I share a bit of my story in terms of what's happened to me at the, at the time. And then he talks us through all the different profiles of the wealth dynamics and what it means. And more importantly, how that has an effect on how you want to show up in your business and the things that you want to do in your business.
And the truth is, when you find out things like this about yourself, it's really empowering. Because up until that point, you're thinking, what's wrong with me? Why doesn't this work for me? Or why am I not enjoying this? And when you find out that actually this is my personality, and this is the way I like to work, and this is what works for me, you suddenly go, oh, that makes perfect sense.
And actually, I think we all just need a bit more empathy for ourselves in business and in life. So that's never a bad thing in my book. If you think [00:06:00] this episode is going to resonate with someone else, I would really appreciate you sharing it with them. Also, when I have a guest on, I love it so much, and I know they do.
If you share it on social and tag us in, or DM them, or anything that kind of says that you enjoyed this episode, and Osmaan, I'm sure would love that. So without further ado, here's Osmaan. Welcome to the podcast, the amazing Osmaan Sharif. Osmaan, how are you doing?
Osmaan:
I'm very well. I'm super excited to have a chat with you.
I know our chats always are really juicy, so I'm excited to get into today's.
Teresa:
Me too. And truth be known, we've already just talked for about 20 minutes about what we're going to talk about today, so I hope we don't ruin it. We just have to repeat a few things. So, Osmaan, you're a coach, but one of the areas in which you coach specifically around, which is music to my ears because I am a big fan of a personality test, is the wealth dynamics.
So could you just start us off by [00:07:00] explaining what that is and how Why you chose to either pick that specifically or something to go along with your coaching.
Osmaan:
Absolutely. So for me, I absolutely am all about people. Okay. So that's kind of rooted into what I started. I started off as a HR manager in the corporate world, thinking that's a role to help people realizing quite quickly it wasn't.
I deal with all the fun parts. That's the part that fascinates me, but also frustrates me Teresa, because we know that Not every human being is the same, right? But what I found really quickly was that when I was coaching individuals and I used to do lots of NLP courses and, you know, neuro linguistic programming is, I'd be in the room and it'd be, I could say the same thing to a group of people and some people would go and they would just make it happen and they'd find it really easy, but others would still find it really challenging.
They're still following the same process or the same strategies. But it was like they were pushing a boulder up a hill, they were burning out, [00:08:00] or they were kind of starting to have lots of mindset challenges to go, I can't do this. But then when I remembered that thing, that we are all different and going back to my HR days, I've done all tests under the sun, you know, Myers Briggs, DISC and insight and all that.
So I was really aware of it. And then one of my peers early in my business, so it was probably about four years after I started my business said to me, have you done the wealth dynamics test? And at that point I was like, I've done them all. I, you know, I know me, blah, blah, blah. And, and she's like, no, no, this one's really for business owners.
So I thought, right, being curious, I did it and I came through as a trader profile and I'll go through what that means in a moment. Yeah. And you know, on one hand it was just this like relief. I was going, okay, that sold me. But then on the other hand, I was really frustrated thinking I've been trying to play the wrong game over those previous four years.
Thinking that was the right way to do it. So that really then got me intrigued. I [00:09:00] then combined my, my training around NLP. I then went to get trained in wealth dynamics and I've been using that since. Honestly, Teresa, I do not work with a coaching client, or any business owner until I know which of their profiles are, because otherwise.
It's so easy to give people the wrong advice. It'd be like going to the doctor and giving them one symptom like, Oh, I want to feel better. And the doctor would say, Hey, take this medication. They don't. They need to know like your, your, like your issues, the symptoms of what does that look like to that? So they can give you a specific prescription.
And that's what I see. So even though people could be well intentioned by giving advice or people like me and you or your listeners. I'm sure they listen to podcasts. They go to conferences. Tell me if you've ever experienced this, you know, you go to a conference and you hear something, you go, I should do this.
The next speaker comes on and they basically tell you to do the opposite thing, right? Or follow the opposite strategy. And instead of leaving inspired from that conference, you actually walk away more confused to going, what am I doing? Second [00:10:00] guess myself. But if we really know what our Wealth Dynamics profile is, I call it your entrepreneurial superpower.
is because it is that superpower. It allows you to go, ah, that's the best things for me to do, or thank you, but no thank you for other things. And it stops that distraction and it keeps you really focused and much more confident in what you do. So that's, that's why I am such a firm believer of it.
Teresa:
Yeah. I love that.
And I love, as you, I have done everything and it is so reassuring when you go, ah, of course, of course that makes sense. Yeah. But one thing that is so interesting about this is the fact that I've just come on and spoke to Osmaan and was like, you know, I'm, I'm, you know, struggling a bit at the moment and there's a few things in the business and he literally, cause I just did the test about a few hours back and he literally just looked at it and went, that makes perfect sense.
And I said to him, which him and I will experience a lot. When you work with someone or when someone says, you should do this, right? And it comes from a good place, doesn't it? Like it comes from a place of [00:11:00] people who have been successful doing something. And then they think, I want to share this with everybody because this is brilliant.
Right? So they, they give you an idea and I took on an idea and it's really unusual for me to do. So I say, Osmaan, I am. Generally tell me something and I'll do the opposite. 'cause I am that petulant, but I took, I took it on and then when it hasn't worked for me because I'm not enjoying it. You kind of think, oh, I'm the problem.
And I think that is the problem with most business owners, with most people, when they take someone else's suggestion, and it's not that that was wrong and it's not that it was forced upon me. I took it and went, okay, this sounds great. Try to do it. It's not working for me because you, within a very short space of time, like, if you think I work with Osmaan, I'd go say do it because like literally within the first 15 minutes he speaks to me today, which is brilliant.
But help me understand that actually it makes perfect sense why that doesn't suit you. So, so let's go through what the wealth dynamic [00:12:00] profiles are.
Osmaan:
Perfect. So in a nutshell, I'm going to be really big picture here, but you can find out more about this on my website, but there's eight different profiles. And the way I want you to think about this is that that means that there's like eight different games to play or types of business owners or entrepreneurs.
So you've got those business owners that have that gravity towards the top of the wealth dynamic square. So you've got those that have lots of what we call dynamo energy. Those are people that are generally are big picture. They're much more innovative. They tend to see things like, you know, and the horizon in terms of this is where I'm going.
So you've got the creator who's the classic person, give them a blank sheet of paper and they thrive. They're constantly coming with brand new ideas. They're really innovative and that's what, that's where their magic lies, right? But then the profile next to them is a star profile. And again, I know I'm going to go a bit techie here because I'm a bit grounded, but the difference is between a creator and a star is a star is still [00:13:00] a visionary big picture person, but a star does not need to come up with everything for, you know, from scratch.
But they're the best at being able to think and go, how do I translate this? How do I then make this a accessible way for my audience. They love being on a stage or with people. That's where they get their energy and that's where they come alive, right? So they don't create, stars don't always have to create new concepts.
Whereas creators love brand new things. They just want to start their own kind of way. So can you see that, that small distinction? Yeah. I've had business people in the past and big picture. But even if they're trying to play the creator game, that's a different game compared to the star. It's like, you know, you're in the same playground, but you're just playing with different apparatus and different kind of, you know, equipment.
And then you've got mechanics. So mechanics are also really, really big picture. They're very visionary, but the difference between them is they're really good at seeing What could be better? They're better at optimizing, right? They're [00:14:00] not the best person to have a blank sheet of paper. And that's where they're able to look again, like, oh, this, like, let's say, for example, on a, you know, on a funnel or a launch, they're quite good at being able to go, If we tweak this a little part, let's see how it loads better.
Let's see if it makes it more effective. But they're not so in the nitty gritty, but they're really quick at being able to spot that to be improved. That's where your issue is as well. Just in the same way, if you went to car garage, you give them an idea, they may go, Oh, it's your phalange that needs replaced, right?
Yeah. And that way. So all I'm trying to emphasize there, there is that those three profiles are all innovative. But they're innovated in different ways and there's different games to play around that. Does that make sense? One quick example of this. I remember years ago I was coaching at a retreat in Bali and there was one lady who was getting some success in her business and she was a copywriter.
But her business model and what she was doing was very much more like working with clients, blank sheet of paper, creating all campaigns and everything for them, [00:15:00] like, you know, with her amazing skills. But she came through as a mechanic profile and for her, it was that element of going, Oh, that's why actually, you know, I'm much better at when I'm in with a business owner and they've done something.
I'm so much better at looking at how do we improve it, how do we tweak it rather than starting something from scratch. So that one insight to these, I helped her to completely change her business focus and her model to play a game that's just much more in line with her path as well.
Teresa:
I love it. And you're right.
They're so. It's interesting that you've got this, and I keep looking to the left because I've got it on screen so I can see it, this kind of dynamo section, but even though they're all...
46 min
November 25, 2024 The Power of Testimonials: Building Trust and Driving Sales
If you are selling online, this episode is a must-listen. I see so many business owners struggle with this and it is literally critical to growth. This episode is all about the importance of social proof, particularly testimonials. Online businesses, course creators, membership owners, and coaches, listen up... In this episode I’m sharing how testimonials, case studies, and 'wins' can really boost buyer confidence and drive sales. I also share detailed strategies for how to collect and effectively use the testimonials you gather.

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If you enjoyed this episode then please feel free to go and share it on your social media or head over to
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Transcript
When buying online, how often do you go and look at the reviews? It's been proven that a product on Amazon with lots of reviews will sell better than the same product with less reviews. We need social proof. We need people to confirm that the thing we want to buy is going to be okay, that when we spend our money we're not taking a massive risk, and social proof and testimonials and case studies do that.
They help us have the confidence to make that buying decision, which is why having testimonials, having case studies, and having wins in your marketing is so, so very important. But how do you collect testimonials? What do you ask them for? And where do you put them? That is what we're covering in today's episode of the podcast.
And this episode should be one that every business owner should listen to.[00:01:00]
An international bestselling author, award winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast. I am so excited to guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you and the season of life that you're in.
In each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus, we'll be diving into some mindset tools and strategies that keep you focused, motivated, and motivated.
Hello and welcome back to another episode of the Your Dream Business Podcast. I hope you are doing well. Okay, today we're jumping straight in and we're talking about something that is so important For every business out there, but even more important for online businesses. So course [00:02:00] creators, membership owners, and coaches, if you are selling things online, then this is probably one of the most important things you're going to need to listen to, and you're going to need to act upon.
We're going to be talking testimonials. Now. I know that sounds like it's not very dramatic or not very big or not very important. Hopefully, you know, maybe you were sat there hoping that I was giving you some crazy hack that no one ever knew about, but this is something that I see so many business owners struggle with.
Whenever I am going through someone's sales page, whenever I'm looking at someone's webinar slides, whenever I'm doing any of those things and helping them to curate them better, the one thing I will say without doubt is you need more testimonials. You need more people saying good things about you and what you do.
And it's not just a case of just a straight testimonial. We're going to get into that, but you need to prove that you can do the thing that you're saying you can do. And [00:03:00] we just don't put enough in and I'm going to say we because I include myself in this because this is something that I have also been a little bit rubbish at and I need to improve on this.
So this episode is for me as much as it might be for you. There is so much to cover that I'm going to try and break it into sort of areas that make sense, but let's talk about, first off, a testimonial and what is it, because I'm actually going to use three different terms and they are different. So you can have wins that you share, testimonials and case studies.
So the main difference between these three, And some are better in different places and some of them you'll use in different places but wins are things like when someone in a Facebook group on social media or messages you and says hey I just did your so and so and I've got this or I've had wins that come in of someone saying, Oh my goodness, I just did my webinar and eight people have bought straight off the bat.
Those [00:04:00] are wins. So those are kind of really short snippet things of someone telling you that they've just had a win based on what the, what you've done with them or the work that you're doing with them. And they can be really helpful, especially If you don't have a full test, test, testimonial, gosh, that's going to be hard if I can't say that as this whole episode's about it.
If you don't have a full testimonial or if you don't have a case study, so at the very least, those wins are great and ideally those wins are screenshotted and they're still really useful to have even when you've got full testimonial and case studies. It's still great to have some screenshots of wins of little, you know, yay, I did this thing and I got this win.
Then testimonials. So testimonials tend to be a quote from a client, someone you've worked with, someone who's bought your course, someone who's in your membership, that is talking about what impact you have had on them. And it could be talking about, I did this thing and I got this result, or I just love being part of this community, or [00:05:00] they're great to work with, but it tends to be a kind of quote.
And a case study tends to be a bit more in detail. So a case study will probably go into who they are, what they do, what they did previously, what they did with your help and how they changed their business, their life, their whatever it is. And it gives you more details. And I would use case studies on things like a webinar or part of a launch or something like that, where you can get into the weeds a little bit.
You can also have case studies on your website. You can have case studies on sales pages, but it tends to be the kind of real detail. You're going into real detail. So when I talk about testimonials, we could be talking wins. We could be talking case studies. And if I'm specifically talking about one of them, I will mention it.
But I just wanted to say straight off the bat that that's the three different things that I see. I see wins, testimonials, and case studies. Okay. The other thing I need to get straight away or that I need to say straight away [00:06:00] is it is 100 percent your responsibility as the business owner to get your own testimonials.
I don't mean that as in someone else on your team can't get them. Absolutely. But as the business, we have to get the testimonials. What we can't do is hope and expect that our clients and our customers are just going to want to give you a testimonial. It's so important that we get them and we need to be very considerate.
We need to be very kind of, you know, actually make the moves of getting those testimonials, but it's our responsibility. The way I want you to think about it is I want you to think about adding it in as a kind of regular thing that you do. So for instance, if you are sending an email once a week, maybe once a week, you reach out to a client and ask for a testimonial.
If you are posting on social media. Like a couple of times a week, maybe as part of that, you, every time you do your social media batching, maybe you do it once a month, you reach out to two or three social [00:07:00] people to ask them for testimonials. Every time you see someone say something nice about you, you screenshot it and put it in a folder, which I always do anyway, because I've talked about this before, but in case you haven't heard me talk about it, I have what's called a love folder.
So anybody who says anything nice about me, I screenshot it, put it into a folder on my desktop, and I also have a physical love folder and I have a noteboard where the people send me things, which is lovely. And then when I feel rubbish about myself, or if I have a day when I'm thinking, am I really cut out for this?
Am I really any good? Which we all have as business owners. Then that's the day I go and read my love folder. And I remind myself that. I'm good at what I do and people genuinely love working with me and get results. So that's good practice anyway, but also getting into the habit of having them screenshotted so that you can then use them is awesome.
So how do you get testimonials, case studies, how'd you get the wins, and what do you do with them, where do you post [00:08:00] them, and where do they come in handy to be used? So we're going to cover all of that. One of the first things that you can do, let's talk about how we get testimonials. And like I said, I want you to treat it as a regular thing that you do in your business, so that you are constantly doing it.
Look out for all of those good comments. So right at the beginning, in terms of wins, when you see someone share a win, I want you to almost have it that you then follow up with that person and ask them if you can take that win a bit deeper. So you could use it as a win, as a screenshot, Or you could use it as a testimonial or a case study and you could email them or you could contact them and say, Hey, I saw that you did this post about me or you shared in the group XYZ.
Would you mind if we elaborated on that a bit? And if I could then do a testimonial from you or if we could do a bit of a case study. Now you can get all the information for a case study. It doesn't mean you have to use it as a case study, but the [00:09:00] aim would be to get that information from them. So that's one place that you could go and ask for testimonials.
Another place is you could just email your list and email anybody that's been a client of yours and ask them, have you done XYZ, whatever it is that you are trying to get from your audience in terms of the transformation. So for instance, for me, it might be, have you had a successful webinar through what I've helped you with?
Could you tell me about it? So you could email your list, but like I said, I want you to set up a regular time to reach out and ask these testimonials. If someone is offboarding, maybe that's part of the offboarding. If someone is moving from one product to another, maybe when they move, that's another point to say, Can I have a testimonial?
Maybe if you have a course or something that people go through, maybe as they move from one section to another, you can automate something that says, when they finish this lesson, we send out an email saying, can you [00:10:00] have a, you know, can you tell me how you're getting on? And can we have a testimonial and that sort of thing?
Okay. So lots of different places that you can ask testimonials that you can think about getting testimonials, but what about the actual testimonial? How do you get it? And What is it that you need to ask them to do? A good thing to bring in here, or this is a good place to talk about it. The whole point of the testimonials and case studies and wins isn't just necessarily about, I liked working with Teresa, she was lovely.
The point of them is to show that you can deliver the transformation that you're saying you can deliver. That's the whole point. And I think with the online space, the way it is, and. our customers and prospects being much more discerning, which I actually think is a really good thing. You need to be a bit more direct in terms of what you're actually saying in your testimonials or what is being said in your testimonials.
So for instance, [00:11:00] let's say you're doing a webinar or a launch or something, or you're teaching to your prospective audience, and you are teaching them that if they do X, Y, Z, they get the result. XYZ. So for me, let's use the example, I teach webinars or launching. So what if I say, one of the ways in which you can get people to join your webinar live is by sending these emails, by writing these points and by doing things like a workbook and an author and all this other stuff, when I would share that as a key learning point in a webinar or in a bootcamp or in any launch method that I'm doing, or even in an email or on social media.
What would be great is if I had some kind of testimonial or case study or win that said I did this and this was the result I got. So if I'm saying, let's just say, I'll just use one point, let's say creating a workbook really helps [00:12:00] people turn up live to a webinar. What I would love, if I'm teaching that, is to then give you proof that that is right.
Therefore, a testimonial or a case study of someone that says, I didn't do it and now I do, and this is the difference in my results. Now the results don't have to be absolutely brain blowing, They can be, I had a 10 percent increase on people who turned up, but they need to show a result. And I think that's where people are maybe not going deep enough with their testimonials and their case studies and their wins.
They're doing them that says, Hey, it was so cool to work with them, but what I really need to see as a customer is show me that the transformation you're offering can be done. Show me that when you say, if you do this thing, it makes a difference. Show me that it has made a difference. Okay, that's why we need to go a bit deeper on testimonials rather than just the kind of, you know, this is nice, she's lovely to work with.
So how do we get those testimonials and what are we looking for? When [00:13:00] you spot someone saying this thing was awesome or however the many ways in which we're going to bring in the testimonials, I would ideally like you to do one of a couple of things. Either get them on a call, a call's really good because you get to hear it in their own voice and sometimes I much prefer to If someone said to me would I get on a video for like 10 minutes and give them a testimonial and they ask me questions, great.
That is the quickest and easiest thing for me to do with my time. I don't particularly love writing so therefore I wouldn't want to write them a testimonial because It would take me way too long. I'd rather they just ask me questions. However, some people are going to much prefer answering questions written than actually recording a video.
So make sure you have some options. But what you need to do is have some questions laid out that gives you a structure that helps you answer the key things that needs to be included in a testimonial. And those three key things are what the problem was, So you want them to share the problem that they [00:14:00] had.
Let's go back to my webinar example. The problem that they had was people weren't turning up to the webinar live, which meant they weren't getting as good conversion rate because there wasn't as many people turning up live. So you want to ask them questions that helps them explain the problem and where they were at.
And if it was a bigger problem, like if it was a really massive transformation, then you might want to do a bit of work around. What was it like for them and how did they feel? And some questions around that. The next thing is you want to have them share the solution. Now the solution is in this example, I keep giving you to do a workbook.
It's a very simple example. Like this isn't necessarily a testimonial I would do. I'm just trying to give you an example. On the solution bit, it would be, I created a workbook, and basically whatever it is, the thing that you're telling them to do or that you're helping them with. And the last thing we want to make sure we include is the results.
And as much as possible, we want some real evidence and some real [00:15:00] factual, factual, get the word right stuff. We want them to be able to say in an ideal world, and not everyone's going to be able to say this, but I flipping love numbers. So I always ask about the numbers. We want them to say, this was what they did before.
Then they did this and this was the result they got afterwards. Now it's not always going to be as easy as that. If you're a coach, then it's not numbers. It's, this is how I felt. This is what life was like. This is how I showed up. This was how. I behaved and then I did X, Y, Z, and then this was the result.
As you start to gather your testimonials, I want you to make sure that you have somewhere to put them. And I know that sounds ridiculous, but honestly, if you don't have somewhere to put them and organize them, then you're going to lose them because I have done over the years. We use Asana, and I have a kind of board for each type of thing that we sell, and then all the testimonials go in there.
The other thing you're going to get when you're gathering your testimonials is you're [00:16:00] going to ask them for an image. Because at the very least, if it's a written testimonial, if it's a written case study, the very least you want is an image of the person. Because we need to make sure that these testimonials look as real as they are.
And obviously we're only going to ever use real testimonials. Once you've got them and you are saving them and you're collecting them and it's part of your process, where are you going to put them? Well, the truth is I want them everywhere. I want them on your website. I want them on your social media.
You could put them on the bottom of your email signatures. You could put them in your emails. But the place where I see them lacking the most and not just lacking, but also a very tailored testimonial to the point is in launches and on sales pages. I have been guilty of this in the past where I have done a whole sales page and completely forgot to put a testimonial in.
Honestly, we're like cobbler's shoes. Like I can tell someone else and I could spot it in a heartbeat with someone else. I'm not [00:17:00] able to spot it on my own. I want to see on those sales pages and in your webinars, on your boot camps, on your trainings, on anything that you're doing to launch, I want to see testimonial, case study, case study, testimonial after like every single point.
In a webinar, what I teach is that every point that you share as a point of knowledge, I want you to back that up with a testimonial. I want you to use testimonials where there are objections. If someone has said, or if a common objection for your staff is that it won't work for me, show me a testimonial of someone who thought it wouldn't work for them, but it would, but it did.
If someone is saying, I don't have time, show me a testimonial of someone who took half the time that it normally takes to get the results and it still worked for them. Okay, what you might be thinking at this point is what if I don't have all those examples and...
23 min
November 18, 2024 Breaking the Mold: Alternative Strategies for Product Launches
In this episode I interviewed Nicki Krawczyk, CEO and founder of Nicki Kay Media. We discuss alternative launch strategies beyond live launches and evergreen methods. Nicki introduces her 'Circuit Sales System' which offers a hybrid, automated approach that nurtures and sells to potential clients simultaneously, for maximum effectiveness. We dive deep into how this system works, including the importance of the initial activation energy, breaking the cycle of prevalent bad advice, and constantly refining the sales process. Nicki also discusses the use of ads, appropriate price points, and the technology needed to implement such a system.

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Transcript
Teresa:
When it comes to launching, we know that there's two main ways to launch live launching or evergreen. And you might be one of those people that doesn't like live launching, that the idea of doing a live launch is exhausting. It takes a lot of work and it does take a lot of work. But also you might know if you've done evergreen, it's not as easy as maybe it's made out to be.
So what if there was something in between, could you find a way of launching that wasn't evergreen and wasn't live launching, and what if that way could massively increase your profits like it has done for my guest today. Today, I'm interviewing Nicki Krawczyk and I think you're going to really enjoy what she's got to say.
I made so many notes. Get ready.
Hello and really warm welcome to this week's episode of Your Dream Business. My name is Teresa Heath-Wareing and as always, I am your host. I hope you are doing really, really well. Now we've been doing a lot of talking around webinars and launching and I've got some stuff going on at the moment or coming up where I'm talking more about webinars.
So the launching stuff is obviously something I really enjoy talking about and I'm absolutely geek if I'm honest, but actually. If you have an online product, if you have [00:02:00] a course, a membership, a group coaching program, then you need to know about launching. This is how people make their money. They do launches of their products.
And like I said, I've done lots of content recently around the importance of launching and why we need it and why we can't just go, we've got this thing to sell and help people buy it. I mean, I really wish that was the case, but it's not as easy as that unfortunately. Today's guest, Nicki Krawczyk. Gave me so much to think about because she is talking about a way of launching that isn't live launching.
And when I say live launching, I mean, you turn up live to do a webinar, you turn up live to do a challenge or a bootcamp and isn't evergreen. And by evergreen, we mean that it goes on autopilot. You set it and forget it. And you get loads of money coming in, which If that was as easy as that, believe me, we would all be doing it.
It takes a bit of work. And I think that's what disappoints people because they think I'm just going to set up a course and sell it evergreen and it doesn't quite go with the way they think. So what if there was something in between? Which obviously I was fascinated [00:03:00] to hear about because I know those two other launch methods really, really well.
And I happen to love them as well. So I made so many notes on this episode. I was proper picking her brain. And when she was saying about a strategy, I was like, but how, and what would you do there? And how do you do that? And I always love it. And hopefully you love it too, when there's an episode like that, because when I'm learning as much as you are, it really helps me ask all the right questions.
It was awesome. She also talks about the fact of nurturing while selling, which Again, I like it when people sometimes give me differing opinions to ones that I have. I would often talk about not trying to marry someone on the first date and warming them up and nurturing them a bit and she was like, no, you know, I just go straight to sell.
So again, it was Such a fascinating conversation. So let me just tell you a bit about Nicki. Nicki is the CEO and founder of Nicki K Media, and she loves to challenge conventional norms of [00:04:00] live launching and traditional evergreen strategies. Her proven methodologies provide course creators with a predictable path to success, freeing them from stress and limitations of outdated approaches.
Like I said, it was really fascinating having this conversation with her. In addition to her revolutionary, hard word to say, circuit sales system course, she also offers additional programs through her filthy rich writer and fired up freelance brands for would be copywriters and freelancers alike. It was such a great conversation and I am so excited to share this with you.
I think you're going to get so much from this. So without further ado, here is Nicki. Nicki, welcome to the podcast.
Nicki:
Hello, Teresa. Thank you for having me.
Teresa:
My pleasure. Now I am very excited about this episode because we are going to talk things that I geek out on, on a regular basis. Like to say I like launching is like, I watch other people's stuff with intrigue, like if someone's going through a launch, I screenshot everything [00:05:00] and I'm like, Oh, see what they did here.
And also if this goes to here, and this is the stuff that like, I love this stuff. So when I went and did my research on you and you were talking about launching that wasn't live launching and wasn't necessarily evergreen, but you 40 Xed, four zero Xed. your business, like, I need to know this. I need to know what this wizardry is.
I need you to tell me every detail and we need to get into it. So let's start by talking about why you're not keen on live launching and what you're doing instead.
Nicki:
So, you and I are similar in that I watch other people's live launches too, except I spend that time going. Oh, I'm so glad I'm not doing this.
Oh my God. That looks like so much work. Oh my gosh. It's it. You and I were talking before we got started here and, or before we started recording and, and for, for people who love live launching and if it works for you. Awesome. Stick with it. Like [00:06:00] it don't break anything, but that's working stick with it because it absolutely can work.
The, the people who, who are in my camp tend to be the people who are like, Oh God, I don't want to do that. That looks like so much work and so much effort. And I just, I don't get me wrong. This is business, right? Like you have to put in effort in business. I'm not going to come on here and be like, no, no, no, just follow my system.
It's super easy. There's work to it, but I prefer to, I've heard of front load a lot of the work I prefer to do work behind the scenes so that I can set something up so that it can do the selling. For me, without having me having to be present for it, without me having to be on live and and giving my, my heart and soul to everybody and then passing out for, for a month afterwards because it took so much out of me.

So there's room for all of us.
Teresa:
And I think you're right. And I want, that is one thing I never hide the fact of that doing launches is hard. There's a lot of moving pieces. It takes a lot of energy. And we've all done a launch where. And probably more than I care to think about, where you put your heart and soul, and I do, right, I love what I do, and I literally, like, give, give, give, and then it's tumbleweed, and you're like, I have just literally busted my backside, and it's not worked out.
So, one of the things that I see all the time, and, And I'll give you my thoughts on this, but is evergreen, like everyone wants evergreen. Everyone wants to literally just set up the thing, do the thing, done, brilliant, rolling the money. Right. And one thing I advise. [00:08:00] which I'm, I love people challenging me on, on the podcast and giving me new thoughts and ways of thinking.
One of the things I advise is before they ever do an evergreen is that they do some live stuff to see what their customers like and what is working, what isn't working, what is happening, like what are they, what sales things they really being attracted to before they hit the evergreen thing, but still evergreen is not as easy and as simple as that.
So when I looked at your stuff and I was like, so this isn't kind of evergreen and this isn't live. So first off, I don't understand what it is. And secondly, how could it make me that all that money? I'd like it tomorrow. Thank you.
Nicki:
Yeah. Yeah. Well, okay. Great.
Sign you up. Yeah. It's, it's, as you know, the, the problem with evergreen, they're really like two kinds of evergreens, right? Now we've covered live launching. Great. But there are two kinds of evergreen. Number one is the, oh my gosh, I'm so sick of live launching. I'm just going to put my, put my course up on my website and people can buy it whenever they want to.
It's so, it's so supportive. [00:09:00] People can. The problem is, is that's not how human beings work. We only take, or not only, but, but the vast majority of time, we only take action when we have some kind of deadline. It's, it's, it's just part of how we are created, part of the way our brains operate. So when you take your course and you put it up on your website and you let people buy it, Whenever they want to, they don't.
You may, you will probably see a sale trickle in here or there, but it's not going to be enough to, to support your business on, especially if you're moving from live launching to this evergreen live on your site.
It's just people don't take action when they could do it. I have right now, I have at least two or three, I mean like 30 tabs open, but I have at least two or three tabs open for courses that are quote unquote evergreen, like I'd like to do that at some point, but you know, it's probably going to happen is my computer is going to force me to [00:10:00] shut it down and I'm going to lose those tabs and they will have lost my, my money.
Because I'm not forced to make a decision at some point. So this is one type of evergreen that doesn't work. The other type of evergreen is, is the evergreen funnel. Yes. That's where we're saying, all right, no, no, no, we're solving that problem. I get it. Having it up on your website, that, that doesn't work.
So what we're going to do is we're going to create a funnel and we're going to give them the one time opportunity to purchase. And it's going to be so great. And you're going to be set it up and it's, and it's automated.
Teresa (2):
Yeah.
Nicki:
The problem is, well actually there are a couple of problems with it. Number one is, is the method of doing this is generally very poor.
There is usually some, some unnecessary, we can talk about nurturing, but some, a lot of unnecessary nurturing first. Nurturing burns up that activation energy when people first get on your list. When people first get on your list, they are the most excited that they will ever be and the most motivated they will ever be.
So a lot of people make the mistake of burning up that, that [00:11:00] activation energy with nurturing, and then they try to sell and then it doesn't work. Okay. The method of selling is usually going back to that like, we're gonna teach, teach, teach, just teach. Give away your best stuff and. Unfortunately, the problem is, is learning while very important, but learning is an energy draining activity.
So when we take people who are excited and we get them on the list, then we go here, learn a bunch of stuff. They go, this is why we see if we do those multi day challenges, we see a lot of people show up that first day and then it dwindles and then it decreases. And the last day you go, I thought it was going to sell to 600 people.
I'm only selling to 50 people or whatever that is. So that's part of the problem is that, that. Trying to, trying to teach people and, and conveying what we have to offer in a way that drains their energy. And then the third part of that is the way that funnels work. They're one way, right? So we get people in the top, we send them through, and if they don't purchase, we go, oh, I got down.
That didn't work. We [00:12:00] throw them on our list and they languish there. I mean, maybe we send them our, our weekly emails or whatever, but we put them on our list, they language. Then we go, oh, I guess I have to live launch. I guess that didn't work. The thing is, is that first of all, you have to, you have to improve the system at the beginning to sell to people.
Mm-Hmm. . But then after that, you know, if someone is on your list, there is, there's. Always a chance that they will purchase. There was something in them at some point that got them interested in your main offer, which means that unless they unsubscribe or unless they're, you know, they're bots, there's always the opportunity for them to purchase just for whatever reason.
Maybe it's the messaging, but maybe it was genuinely the timing, or maybe they just genuinely don't have the money. Cause that does happen. There's always the opportunity to purchase again. If instead of sending them through a mediocre quote unquote evergreen funnel and then letting languish on your list, what if instead, and here's where we're getting into where the circumstance is a little bit different, what if [00:13:00] instead we take that prime activation energy, that moment when they're most excited, and instead of being like, here's an e book, we give them the solution to the problem they have at the same time that we nurture them.
So we nurture them and we sell to them at the same time. In a way that establishes your authority and sets you apart from the rest of your competition. But then all of a sudden gives them the best offer, genuinely the best offer. And then gives them, if they don't purchase the best offer, they need a little bit more time, fine.
They can purchase it at your regular price. But if for some reason they still weren't ready to purchase then, We don't give up on that. We build it so that they will automatically have additional opportunities to purchase in the future, but it's all automated. It's part of why it's a circuit because it's a closed circuit.
The only way people exit is if they are, if they purchase or if they unsubscribe, and certainly you're going to give them all kinds of value as well, as they're on your list. You're not, you're [00:14:00] not just going to sell to them, but you, you. Are selling to them in the most effective way and you're doing it all automated.
So you get that you get that excitement of the live launch at the at the beginning and you can Recreate that excitement of the live launch throughout the circuit, but you can do it without having to be live
Teresa:
Okay. All the questions. Right. Done. Brilliant. I know what to do. Okay. So first question, how, when you say you nurture and sell, so let's imagine, okay, how are you, how am I getting on your list first?
Am I using traditional lead magnet? So, There's a download. It's going to change my life. I opt in.
How do you then nurture me and sell to me at the same time?
Nicki:
Yeah, you are going to opt in for a free workshop. Now, it's a free automated workshop. It's an on demand workshop. So you don't, I'm not going to force you to rearrange your schedule to [00:15:00] watch something because we, I mean, how many times have you signed up for something and been like, I totally want to see that at six o'clock tonight.
And then as the day goes on, you go, I cannot make this happen. And unfortunately with live stuff like that, we end up, we, we, whether we pay money or we pay time and energy, we're paying to get people on our list. And when we were like, Oh, if you can't be there, you don't get. You don't get a replay we're, we're penalizing people for having lives, but anyway, so you're going to give them a, a video workshop and it's on demand, but at the same time, you're going to give them a, a specified period of time in which to watch it.
So it's usually going to be between three and five days, depending on your price point. And in this period, you are going to give them your, your best offer and your best price. You're going to send multiple emails to encourage them to watch it. You're going to also send additional information, you know, maybe some client stories, all that kind of thing to get them into this, to get them into this workshop, but also you're supplementing it with emails.
Now, [00:16:00] what happens in this workshop instead of now from the outside, it could probably be like, well, there are three pillars. You're just teaching me the way that, the way that, you know, the average webinar does but that's not what it is at all, actually. It's the instead of like we're saying the the problem with teaching is that it.
It drains that energy when people have to learn. I mean, it's like, when you think back to, you think back to high school or college, like you are not excited to go to class. There's just not like, yeah, get me in another account. Exactly. Like you're excited to have the information, but you're not excited to actually receive the info.
And obviously there's a place for learning, but that place for learning is after they are on, after they purchase and we could support them in that. We could be like, okay, great. Log back in. We're going to, you know.
Teresa (2):
Yeah.
Nicki:
On top of the fact, there are kinds of problems with this idea of like, I'm going to give people a little win and then they'll purchase the big win.
It's not generally how our brains operate. When we, when we purchase a little win, when we make a purchase, our brains close a loop. So if we give them, [00:17:00] if we give them a little win or if we give them a little purchase, something along those lines, they close the loop. They go, okay, all right, I know this....
43 min
November 11, 2024 The Ultimate Launch Formula: From Idea to Income
In this episode of Your Dream Business Podcast, I delve into the critical components for successfully launching online events such as webinars, bootcamps, or courses. Drawing from personal experiences and real data, I discuss setting realistic expectations, the importance of pre-launch and launch phases, and how to create engaging content that transitions into real sales. I discuss the significance of audience warmth, payment options, cart open/close strategies, and effective email marketing. And critically the importance of continually tweaking and tracking to perfect your launch strategies.

KEY TAKEAWAYS COVERED IN THE PODCAST

If you enjoyed this episode then please feel free to go and share it on your social media or head over to
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and give me a review, I would be so very grateful.

LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE
Ep 368 (Launch Reality Check: Understanding and Setting Realistic Expectations)
Ep 364 (Has the online course bubble burst? How to adapt to the future of selling knowledge based content.)
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Transcript
When it comes to launching online, there are so many moving parts. How do you know which of those parts are important to help you get more people to sign up, join the actual webinar or bootcamp or whatever it is that you're doing, and then actually buy? Which of those things are really useful? Which of them are nice to have?
And what is working right now when it comes to launching? That is what you're going to discover in today's episode as I take you through all of the various things that can make a big difference to your launch and to your sales.
Welcome to the Your Dream Business Podcast. I'm your host, Therese Heath Waring, an international bestselling author, award winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast.
I am so excited to guide you on the journey of a business and life that you not only love, but one Perfectly aligns with you and the season of life [00:01:00] that you're in. In each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus, we'll be diving into some mindset tools and strategies that keep you focused, motivated, and are going to stop you from getting in your own way.
So if you're a course creator, membership owner, or coach, you are in the right place. Let's get started.
Hello, and welcome back to another episode of the Your Dream Business Podcast. How are you doing? So. I seem to be talking lots about launching recently, which I'm actually really loving having these conversations.
And a few weeks back I did an episode, it was episode 368, we'll link to it in the show notes, called Launch Reality Check, Understanding and Setting Realistic Expectations. And I talked all about What are realistics like figures when you launch something and how many people blocked in and how big your list is and, and really focused on the percentage of things like real numbers.
I [00:02:00] used real launches, things that I have personally experienced in and involved with and was able to give you a real clear understanding on actually, this is what you should expect because one of the things that really often come up is people's expectations of what they should achieve in a launch are not really what is standard.
And yes, we don't want what is standard. We want way better than that. But what I don't want to see happen is for you to do something and then beat yourself up and think I'm not doing a very good job when that's just not the case. That's actually you're doing a great job. So today I wanted to take that a little bit further and I wanted to share a couple of things.
First up, I want to share what will have an effect on your launch. So I'm going to run through a load of different strategies and they will affect your launch and your launch numbers. And then I'm going to talk about what is working well now. And also I'm going to give you an idea of when I talk about some of the things as to what an average [00:03:00] launch might look like.
And I say average, because one thing I want to start. As a caveat on this and everything I ever talk about is you should take everything I say with a pinch of salt. And I mean that from a, every business is different. Every industry is different. Every person is different. Every email list is different.
And therefore, I am going to give you a kind of base level or a kind of average on what I would expect or see or teach on a launch. However, the key thing in all of this is for you to do something, track what you're doing, Get the results, try it again, tweak it, do it again, tweak it, do it again, tweak it.
So I might turn around to you and say one thing in this podcast that's like, you know, this thing's working really well and you might have tried it six times and gone, this isn't working. But this is probably a really good reminder that it's not just a one thing. This isn't just a one and done. This is [00:04:00] a case of you've got to keep doing it.
You've got to keep trying it and tracking what you're doing and then making some tweaks and changes and then moving forward and trying again and seeing what result that has is the way to really perfect and hone your launches, your sales, your emails, everything. So it's about rinse and repeat, track it.
And how can I improve it? The other thing I want to bring up here is the fact of hopefully this will help you. understand what will make the difference and be more sympathetic to yourself if things haven't quite gone as you hoped. So for instance, if I say to you an average number of emails and you've done less than half of that, then that might be the reason that you haven't got some of the results you wanted.
If I say there's a launch window of X amount of weeks and you did a launch within five days, then then maybe that might be another reason. So it's kind of just going, okay, well, that's interesting. I did this, this, this, I [00:05:00] didn't do this, this, this, and this is the result I got. So if I do it again and add in those extra bits, what result will I get?
So this is definitely a try it, see how you feel, work out what's working for you. So don't take this as you have to do it this way, because no one has to do anything anyway. It's your business. You get to choose. But what I'm trying to do here is give you practical, real things that are going to help, things that I've seen that have helped, things that I know work, and things that you can try in your business.
Before I get started with the main content of this episode, I just want to say a really big thank you for spending some time with me and listening to the podcast. It really does mean the world to me. And also, if I could possibly be so forward as asking you to go and give me a review on your favorite platform, Spotify or Apple would be brilliant.
If you would love, be so kind as to put a lovely five star review and write something nice, I would appreciate it so very much. Okay, let's get going. So we're going to start off by looking [00:06:00] at the launch bit. And when I talk about the launch bit, I'm talking about the bit before the launch mechanism. Okay.
So we have the pre launch phase, the launch phase, the actual thing that you're doing, i. e. a challenge, a webinar, a live launch, whatever it is. And then the sales phase and that's the bit where you get them to sell. So let's say we were going to do a webinar and I'm going to keep using the term webinar, although it could be a challenge, it could be a bootcamp, it could be anything.
Then what I want you to do is think, okay, pre launch phase is before you even mentioned the webinar. Launch phase is when you mentioned the webinar and you're trying to get people on the webinar. Then the launch mechanism is the webinar and then sales phase is after the webinar. When you start selling the thing that you're ultimately trying to sell.
So let's talk about the launch bit and the pre launch bit. So some of the things that will make a big, big difference to your launch is the launch runway that you give yourself. [00:07:00] And this is split up into two. It's the pre launch. So it's the getting people ready. So that can make a big difference. If you are creating content that is either meeting and helping with objections, or you're getting content ready for them stepping into the launch, then great.
I want to give you an example when I'm going through these different things and I'm going to choose one of my students that I work with who helps children or helps parents with their children who are fussy eaters. So let's say she was going to be selling a course for fussy eaters and She was going to do a webinar.
Her pre launch content could be things like, what is fussy eating? It might be a quiz that you work out whether your child is a fussy eater or not. So basically the content that she's going to do Pre, the actual launch would be looking at making sure people understand whether they are the customer or not.
So what is it that your [00:08:00] business or what is it that is the kind of prerequisite, the really beginner basic level that your customers need to be self identifying as that helps them move into the next phase, which is then joining a webinar about the thing, which will then lead on to the thing that you're selling.
I hope this makes sense. Okay. Okay. So. The pre launch content, like I just discussed, that can have an effect. If you're not warming people up and you're jumping straight into a launch, then you might not get as many people in it. Because if someone, for instance, doesn't even think their child does fussy eating, there's definitely not going to sign up with a webinar to do with fussy eating.
However, if you've helped them identify that first, then they are more likely to do it. Okay. The launch runway time that you give to promote this is key. So on an kind of, you know, ordinary level or kind of an average would be a two to three week launch window where you are promoting the webinar. The less time you give it, just the [00:09:00] less opportunity people have to see it and to sign up.
And also the other thing, when you're using a window like two weeks to promote something, you are going to use very different strategies during those two weeks. Something might attract one person that something else didn't, you know, so like you might frame it in a way, or you might say it in a way, or you might share a case study, or you might talk about something that makes them suddenly go, Oh, no, this is for me.
Whereas the first two, three emails just didn't, didn't resonate. So the longer the window you've got, the more chances you've got to share it in different places, the more chances you got to talk about it, the more chances that people have got to see it, which is why in an ideal world, we want about a two week window when it comes to launching.
The other thing that really helps is. How warm that audience is, and that will have a big effect on not only your show up rate, or your engagement rate in your launch mechanism, your challenge, your bootcamp, your webinar, but also then ultimately the people that go on to buy. So if you have a [00:10:00] fairly low, like a really cool audience that have not worked with you for very long or not been on your list for very long.
You've got them from ads. The chances are your turn up rates or your engagement rates are going to be a lot lower because you're asking a lot of someone. You're asking a lot of someone to not know who you are, but then to come and spend an hour with you when you do a webinar or come and engage in a challenge.
Whereas if it's a warmer audience, then they are more likely to want to invest that time in you, even though there's no cost. So the fact that they are having to invest their time is as considerable of something for them to consider than not. So the, the warmth or the how warm the audience are is a really, really important thing, which also will kind of lead into giving them a reason to show up live.
So the whole point of a launch at all is to get people engaged so that you can get an understanding of them, they can get an understanding of you, and ultimately you can help them make a buying decision as to whether this is something they [00:11:00] want. So the idea is you want them to show up live. You want them to engage and to come into the thing as much as possible.
So there are a couple of things that you can do that will help you increase that show up live. So you can add bonuses to people who show up live and bonuses to people who stay till the end. So often on a webinar, I will have a something for free that if you stay till the end, you get this bonus, regardless of whether they buy or not.
The other thing that makes a difference is when you offer workbooks, a workbook can be really helpful to get them to turn up live. I know it sounds so silly, but something about printing off a workbook, having it there on their desk, reminding them, showing them that they're actually going to be doing something and they're going to get some value from the time they're spending with you can really help with getting them to show up live.
The last thing that I've seen happen quite a few times recently in terms of the launch section is that some people aren't offering replays. Now this kind of [00:12:00] leads more into, actually it kind of leads into both, it leads into the sale and into the actual launch, because if you know there's no replay and you really want that content, you are going to make the effort to turn up live.
Turn up rate should hopefully be higher. Now whether that then converts into a higher sales, I guess you'll have to see from your own launches. And you might decide that actually it's hard if you don't offer a replay and some people just won't be available. But That is one option. The other option is that you offer a replay, but you bring it down before the cart closes.
Let's say that the course that you're selling it, the door is going to close on a Thursday. You might bring the webinar, the replay down on a Tuesday so that you kind of push them into. Having to make, not make the decision, but you're kind of saying if you really do want to do this, if you really want to watch this, you are going to have to make an effort to watch it because we all know if [00:13:00] something is available to us forever, how many times have we bought replays of stuff or how many times have we been given replays of events or conferences and never watched them?
Whereas if we did really want to watch it and they said it's going to come down on a certain day, you would make sure that you make the time and that's what we're trying to encourage people to do. Okay, so there's a various different things in there that I've ran through that will make a difference to the people showing up and people engaging and people actually coming to your launch mechanism.
Now let's talk about sales and some of the things that are going to make a difference and some of the things that are working right now. One of the things that makes a big difference and always has done is bonuses. Now, I know sometimes this can feel a little bit icky and a little bit kind of, I don't know, just a little bit salesy, but bonuses do really work.
And actually the type of bonuses can make a big difference. One of the things that I have seen a couple of times that is working [00:14:00] really, really well is a physical product as a bonus, which is crazy. But I think there's a lot to do with the online world we're in actually giving them something physical, like a workbook.
Like I've had a, I've done work with summit in a box when I did my summit and she sends out a physical box with the workbook, a pen and various other things, little things like that. really do go a long way to give someone something a bit different. They feel like there's a different investment. They feel like it just feels different to have something like that given to you rather than an online bonus.
So the, the kind of physical stuff as a bonus can be really, really good. Bonuses in general are great. Bonuses that basically make their life easier. Not more courses. Bonuses, like things like swipe documents, like checklists, things that basically make their, make them get the work done quicker is. a much better thing than necessarily just giving them [00:15:00] another course or more content to consume.
Also another thing to think about is in person stuff. Is there an in person invite that they get to an event or a discount they get if you were going to do something event wise? Don't add this in just for the sake of adding it in, there's much easier bonuses. But also if you do something like an in person event, then that can be a great way of really Encouraging that sale or a great bonus where they actually go and meet people in person.
Okay. Next thing that makes a big difference, the price. Now I know this seems like a crazy, stupid thing to say, because of course the price is going to make a difference, but actually there's some different strategies involved in this than just the price. And we're talking about the Payment options.
Normally with a course or something, you might have a full pay. So just pay all in one, or you might have a part pay. [00:16:00] Giving the multiple pay options could be really, really useful. And again, this is something I've seen happening quite a few launches recently where they had say two payment options and then as it was getting closer to the cart close they then added another payment option which brought the cost down even more.
Obviously you know what a payment option is about, it's about spreading that payment over X amount of time, which means it's cheaper for you to get it in the first instance. So rather than paying for a thousand pound, a thousand dollar course, you get to pay 200, but five payments of 200 or whatever it works out to be, which I think that's right.
My maths is not my forte off the top of my head. So the payment pricing and payment options can really help. And like I said, one of the things that works really well is if you are struggling with the sales then bringing in a lower payment option can also help increase those sales. In that point, I mentioned about a cart close.
Obviously, I can't do [00:17:00] this list without mentioning cart and close and cart open. It goes without saying that if something has a deadline date, it means that people are far more likely to make a commitment if...
25 min
November 04, 2024 Four Pointers for Authentic Personal Branding with April Martini
In this episode, I talk with April Martini about the distinctions between personal brands and personas. We explore the significance of business owners showing up authentically, and April shares her four-point framework for developing a personal brand. We discuss managing these elements to develop an effective and authentic personal brand that really reflects who you are.

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Transcript
Teresa:
Do you have a personal brand or do you have a persona of someone else's personal brand? And what actually is the difference and how would you know? Well, in this week's episode, I am talking to the very lovely April Martin and she is going to explain to us what A personal brand is, and what the difference between a persona and a personal brand.
She also has four things that she takes us through that really helps us understand how we're showing up as our personal brand and how we can try and be as authentic as possible. And if you're an online business owner, if you are in business, You are the biggest thing for your business. So actually, the more authentically you can show up, the more you hone your personal brand, the better for your business.
And I know what it's like, cause I've done it to look at someone else's personal brand and think, Oh, that's working. I should try and do what they're doing. And that just isn't authentic enough. So this episode is going to be really, really helpful for you to understand what is your [00:01:00] personal brand and are you showing up as it?
Welcome to the Your Dream Business Podcast. I'm your host, Riz Heath Waring. An international bestselling author, award winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast. I am so excited to guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you and the season of life that you're in.
In each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus, we'll be diving into some mindset tools and strategies that keep you focused, motivated. Gonna stop you from getting in your own way. So if you're a course creator, membership owner, or coach, you're in the right place. Let's get started.
Hello and welcome back to another episode of the Your Dream Business Podcast. I hope you are doing well. First off, I wanna take a minute just to thank you for spending the [00:02:00] time with me and listening to the podcast. It really does mean the world to me and recently, I've put out a few different episodes.
I really, really enjoyed it. Like I say that as if I don't normally put out episodes I enjoy, I do, but like some of the solos and I've had some really good feedback, especially on one that was about the kind of launch stats and the webinars. So yeah, I love, love, love hearing back from you. So I really, really appreciate you listening and I know that our time is super valuable.
So I try and always bring to you things that will either make you think or inspire you. or that will give you some just straight up strategies to help your business go further. This week I have an interview with the very lovely April Martin. I was very fortunate to be on April's podcast a while back and we had such a cool conversation about marketing because April has spent her entire career exploring all the ins and outs of agency life.
Uh, she's a believer that learning never stops and experiences we amass, the better we're able to solve many of life's challenges. So she has basically got a design and an [00:03:00] MBA in business foundation has spent years working in agencies from branding to design. So she knows lots about marketing. So it was actually really cool when I went on her episode to geek out about marketing, because obviously that is my bag.
And on this episode, April brings to us the conversation about personal brand and she sets a really interesting question straight off the bat of what is the difference between a personal brand and a persona and which one do you have? And what we kind of delve into, which you'll get from the episode, is that basically, are we showing up authentically us, or are we showing up in a persona that we think the internet wants to get from us?
We talk about the fact of, like, there is only one Gary Vee, but many, many, many people try and take on his persona, because, and it makes perfect sense, and I have such empathy for myself and other people who have done this, because I know I have. You look at someone in your industry, you think this [00:04:00] works for them.
Maybe I need to show up doing more of these things or behaving more of this way. So how do we know when it's us or when it's actually a persona? So, and how do we use that authenticity and what even is authenticity? We talked briefly about actually what that looks like and how that can show up and how maybe some of the authenticity isn't what you think it might be.
And are you showing up as your authentic self? It's a really cool conversation. I love chatting with April. She's such a lovely lady, and I'm sure you are going to get a lot from this episode. So without further ado, here is the lovely April. April, welcome to the podcast.
pril: Thank you so much, Teresa. I'm so happy to be here and can't wait to get into this discussion.
Teresa:
I am really happy to have you on. I came on your podcast a while back, and we loved the conversation. We had a whole conversation before we did the podcast swap, and it was just, it's so lovely connecting with you again. So you just said something, we were chatting before we got on about what we're going to be talking about today, and [00:05:00] I'm going to jump straight in with something you just said.
You said that people think they have a personal brand, and what some people have is a persona.
April:
Yes. Yes. Yes. Yes.
Teresa:
Let's start there. What is the difference? How do I know which one of them I've got?
April:
Yes, we're going to go right at it today. I love it. Yeah, so Anne and I have this philosophy around personal brands and we have a whole structure which I'm sure we'll get into on how to identify yours.
But a big reason that we've done so much of this work is because of what you just said. People think that they have a personal brand and They're managing it effectively and authentically, but what they truly have is a persona and a persona is highly contrived. It's something that people create with good intention, right?
But they put it out into the world in the way that they want to quote unquote show up. And so it's things like, you know, we always talk about people's Instagram page, right? Life looks so beautiful and [00:06:00] perfect on their Instagram page, yet it might be a shit show behind the scenes, right?
Teresa:
Possibly every time, to be honest.
April:
Yes, yes. So it's things like that, where you're creating what you think is authentic to you, but really what you're doing is creating a way of showing up and it's gotten so much worse because of all the channels that we're on. So then people create different personas based on different channels and platforms.
And so then it's, it becomes even less connected to who you are as a human being.
Teresa:
Okay. So there's a couple of things you said straight off the bat there that. And it's making me think. So I want to touch on quickly the different platforms, different personas. I totally hear what you're saying with that.
And funnily enough, I've had a conversation on this podcast with someone who's talked about there could be a more fun side of me on TikTok. I'm not on TikTok. I'm not going on TikTok, but like, because TikTok is more fun, whereas like the more serious conversations go on LinkedIn. So when you [00:07:00] And this is a very sweeping statement, but are you saying then that we shouldn't be tailoring us to the platforms?
April:
So I think there is a right and a wrong way to do it. So as we talk about personal brand, like the reason that we feel it's so fundamentally important is because people look out at the world, right? And they say, I want that. I want that life. I want that job. I want person. Right. And so then. I think the personas come into play when they're like, okay, well, I don't know how to get there.
So I'm going to look around to see who else is there and how people are acting. And then I'm going to model that behavior, kind of the fake it till you make it perspective. And that's where it gets into trouble when you're doing that based on channel instead of doing the work to develop your personal brand and identify it for yourself and then start managing through that.
Because actually, I think you should show up different on LinkedIn than you would on TikTok Right? Yeah. Those are totally different audiences, different reasons. People are on there. I mean, we have people on our podcast all the time who are like, [00:08:00] my Instagram is my personal life and my LinkedIn is my professional life.
And so come find me on LinkedIn, right? There's all of those wonderful reasons for showing up differently on those platforms. Where it falls apart is when you don't do the hard work to say, who am I truly at my core? And how am I going to put that to work for me instead of I don't know how to get to where I want to go.
So who's doing what I want to do? I'm going to go try to be like them.
Teresa:
And that is such a, like you hit the nail right on the head there. That is exactly what people do. That is what I've been guilty of in the past. Like how would they showing up? What are they doing? I need to do something similar. The other thing that you said, which.
Like, so this is where I'm like, okay, so this is going to be really interesting to dig into this bit. You are so right. We paint a picture on social media. We paint this beautiful picture of look how amazing our life is and look at the things I get to do and look at all that. And it's not that that isn't real.
Okay. So one of the things I shared very [00:09:00] recently was the fact that this year we I've travel is a big thing for me. And this year we've been to Nashville, Tokyo, the Philippines, and Canada.
April:
Amazing.
Teresa:
And like adding it was, they were all phenomenal. So it's not a lie. That is my life. However, how do you, and I, we're obviously going to get into the personal brand bit in more detail, but how, what's the difference between showing up authentically and airing your dirty laundry on social media?
Because like, People don't, they think they want to see the messiness and they think they want to see the real life. I don't think, I don't want to share it. And I don't think people do want to see it. I think like getting on and, and I getting on and sobbing on Instagram, but this is the other thing, right?
That's not true either. So we were having this conversation with my coach ages ago when she's like, people think authenticity and vulnerability is [00:10:00] crying on social media. No. No one is being authentic if they suddenly are sobbing and go, oh, hang on a minute, let me just get my phone and do my stories.
Like, that is not authentic. That is weird and bizarre and strange. But like, how is that balance of showing up as yourself, but showing up because there is a good version of ourselves that we want to show. It's like, how do I know I'm doing it properly? Or how do I know I'm just going, look how amazing my life is, everybody.
And like, not really being the real me. This is a big hard question. Sorry.
April:
No, no, no, no. I mean, and it is, it's a great question. I think, well, number one, I don't think, I think people do on the, on the spectrum, they do more on the ends and that's what we see as an authentic, right? So it's like everything is sunshine and roses and perfect.
And I have the filters on my pictures and I'm only showing you the best shots and all of that. Then you have the ones that do what I call the bad behavior on social media, which is what you [00:11:00] call it, like the crying and the, you know, all of that kind of stuff. And I think what you said is the truth is that.
people are still choosing how they are showing up in those ways, but none of it is actually authentic to what's going on. So the way that I think about it, and because I believe so wholeheartedly in personal brand, I think about when I post, if the people that are in my everyday in my world that see all the facets of my life, truly just as real life, not as good, not as bad, none of that, if they can see my voice showing up on social media.
And I work really hard for that. So I, I love actually when your moments pop up, right? Like last year at this time you were last, you know, like my, this is the season for my kid's birthdays. Right. And so I get to see all the past ones and I see all, all of these. Um, But on there like I'm not trying to say like look at my kid.
They're perfect. They're the greatest thing ever I try to authentically put the things that we're proud [00:12:00] of and my friends know like we talk about kindness in this house predominantly. So my message out there is about You know we're proud of Nia because she's kind and I want like i'm always using that as my filter like Are people gonna get on there and be like seriously that is nothing like what her life is like Are they gonna get on there and be like those are the bright moments of her life, but they're exactly how their life is Because I'm just as quick to be like, it's also hard, right?
And it's all those things. So that, that's more the filter, I think. But you have to do the personal brand work first in order to hit whatever note you're trying to achieve on these platforms.
Teresa:
I think that's a great filter though, because if I think about like my family and, and oddly enough, very recently I've had two family parties.
So I happen to see my family fairly often recently, like. you know, they, the, the person I am in front of them is the person I am on stories, is the person I am in on calls when I [00:13:00] am in business. Like, yes, my husband gets to see me without a face and makeup, but no one needs to see that. Not even he wants to see that.
Even I don't want to see that. Like, so yes, but like, I will, this isn't like, you know, I don't dress like differently. I don't act differently. I'm, I am the kind of person I am, but like you said, I am showing, you know, a, everybody is showing a curated version, like you said, and I think that is such a good point to make whether it's, I show waltz and all that's still curated or I show perfect that's curated.
You are choosing to post something on a platform. None of this is just happening by chance. It's like, so actually. You are choosing to do that. Okay. So how do I know whether I've got a personal brand or whether I've got a persona? Talk me through that whole thing about am I, have I got a personal brand?
What is a personal brand? That sort of thing.
April:
Yes. [00:14:00] So this is where I would say our framework comes in. Okay. So we start, so there's, there's four facets of your personal brand that we talk about. Characteristics. I'll go through each one, but characteristics, appearance, behaviors, and actions. Okay. So your characteristics are inherently who you are as a person, right?
I'm extremely stubborn. I'm very loyal. I'm extraordinarily direct. I am very outgoing, right? Like those are just things about me that are me as a person. Yeah. My appearance is how those things show up. We cannot change our characteristics. And this is a controversial thing. When Ann and I get into this, people are like, what do you mean I can't change?
And I'm like, if you're a very direct person like me, I modulate my directness. I can't not change that about myself. Otherwise, you were talking about before I'm showing up inauthentically then. Okay. So that's characteristics. Appearance is how you show up. The things you can manage are your behaviors and actions.
And that's what becomes the practice. So when we talk about putting your [00:15:00] personal brand to work for you, you first have to spend the time. And you know, we have a whole philosophy on this and we have episodes and people can go look at that. This is 30 minutes long winded. So I'll just give you the basics here.
So those characteristics, you spend some time doing some exercises to really identify like five to six things that are just inherently me that show up regularly. And so you start to think through like. You know, how do I show up in conversations with my co workers, with my family, with my friends? Like, what are those things people have told me about myself time and again over the years, all the personality tests we take, right?
Like, there's lots of indicators of those. But we tell people to nail down to five or six. Okay. And then the work on the other side is how are those going to work for you? So we get really granular and we say, all right, in the past week, identify three times when you showed up how you wanted to and three times when you didn't and then tie it back to that.
So like, I'll use the example, right? Like. And this is one of those vivid [00:16:00] memories in my mind of where I just failed. But I said, I'm like really outgoing. So COVID had ended. It was the first video shoot I was going to be on. I was so excited to be around people that I was like the golden retriever puppy.
Meanwhile, the six people that I was with are quiet. A little more introverted, a couple of them were super nervous still about COVID, right? So I had a really hard time connecting with them and it was like working against the whole time. Versus when I go in and I...
46 min
October 28, 2024Mastering the Art of Webinars: A Step-by-Step Guide to Successful Online Launches
In this episode, I’m diving into the world of webinars and breaking down why they’re such a game-changer for launching and marketing online businesses. I’m busting some common myths and sharing super helpful strategies for crafting killer sales webinars. We’ll cover everything from pre-launch content, to the live session format, and the sales follow-up, giving you a solid roadmap for success. Plus, I’ll chat about the unexpected perks of live webinars—like building personal connections and showcasing your expertise on the spot—that will allow you to really enjoy your online launch. If you’re looking for practical tips on how to engage potential customers and boost your webinar turnout, regardless of list size, this is for you!
KEY TAKEAWAYS COVERED IN THE PODCAST
Webinars as a powerful marketing tool: Generating leads, building relationships, and driving sales for online businesses.
Compelling webinars require careful planning: From choosing a topic to delivering a captivating presentation, there are several key steps to make sure your webinar is a success.
Live webinars offer unique benefits: The differences between live webinars and pre-recorded content are plentiful, with benefits such as real-time interaction with your audience, building community connections and demonstrating expertise.

If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful.

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Ep 368
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Transcript
Have webinars had their day? Do they even still work? And maybe you've tried it and thought this didn't work for you. I'm here to dispel the myths around webinars and explain why they are still very effective and why they are a powerful thing to use in your business. In this episode, I share some common mistakes that people make and what to do instead.
And I also share with you my launch framework and I break down. What a successful webinar includes. So if you have something to sell online, then webinars could be your secret weapon to your next biggest ever launch.
Hello, and welcome back to another episode of the Your Dream Business Podcast. I am your host, Teresa Heath Wareing, and today I get to geek out on a subject that I love. Lots of things I talk about, I geek out on, but this is a subject that seems to be coming up an awful lot recently and not always for necessarily the right reasons.
So we're talking about webinars and the reason I say it comes up a lot and not for the right reasons is because I hear a lot of talk that webinars don't work. They're no longer effective. [00:02:00] People know what webinars are all about and therefore don't want to come to them. And I am here to challenge and dispel all of those thoughts and ideas.
Let's kick off by actually talking about what is a webinar because, again, I see lots of things in my business and the people I help. Lots of people think a webinar is a training. Now, I'm not going to say you're wrong because it is, but it's so much more than that. The whole point of a webinar is that someone can come along and learn something from you.
But a sales webinar to help convert someone into buying something is a very different structure to how you would normally do a training. So let's take a, if I was speaking somewhere, the Presentation that I would put together for that would be very different to the presentation I put together for a sales webinar.
The same as if I was just [00:03:00] teaching in someone else's community, I would probably start off with, this is who I am, just in case you don't know me, because it'd be a new cold audience. And then I would go straight into the content and I would walk them through the content with detail. And that would be kind of it.
And I think this is some of the mistakes that people are making when it comes to webinars, that they are thinking it's just a training with an offer at the end. And that's not the case. I'm going to talk you briefly, very briefly through the structure of a webinar later on in this episode, but I just wanted to kind of get that point of what is a webinar and how is it different to Just doing a training.
There is a distinct difference. So if you've done webinars and you think they don't work, I want you to ask yourself, is it because you trained and then said, buy my stuff? I don't think you said it that way, but you know what I mean? If you then just did some training and then did an offer at the end, that might be why it's not working.
Why do they work and why [00:04:00] are they still working? One of the main benefits of a webinar is that you get to showcase you and what you do. Most people listening to this will be personal brands or lots of you will be personal brands and you will be selling yourself as the service. So selling your brain, selling your thoughts, selling your ideas.
And therefore it's really important for your audience to know, like, and trust you If they get to see you and see how you teach, see what you're like, see what your humor's like, see what they resonate with, then they will have a much better idea of whether they want to work with you. And a webinar is a great place to showcase that.
Because you are delivering some element of training and you are doing a presentation, They are getting to see firsthand what you're like. And if someone comes to one of my presentations and one of my webinars and thinks this woman's an idiot, then cool, they're not for me. However, if they come to it and think, actually, I resonate with her, I like the [00:05:00] way she talks about things, I think she's credible, authentic, whatever the words are, then great because they are getting to see the real me on a webinar.
That's the first one. It's really good at showcasing who you are and what you do because you get to demonstrate that in real time. The next thing that's really good about webinars is there's a real in person connection. Now, when you are doing, if you're doing an evergreen funnel, if you're doing something, the hat is basically people are opting in and going through it themselves.
There's no real in person connection. Now, yes, there's lots of things that we can do to try and make that connection as authentic as possible. But at the end of the day, it's pre recorded, it's done. And so I'm talking about live webinars in particular, having you there deliver the live training in all your real life, authentic glory.
means that they can connect better with you. But also the thing that I love most is that I can connect better with my audience. The people who come to the [00:06:00] webinar can ask questions. They can let me know whether they resonate with the content that I'm delivering. They can bring new insights to me that maybe I didn't have before.
And having that sort of back and forth now. There's one caveat or one thing I want to talk about here. In the past, most webinars have been delivered through a webinar style platform. Let me try and explain myself. You would go to a webinar and you would see the person, the person wouldn't see you, and you wouldn't see the other attendees.
You would be having a conversation in the chat or you would be commenting in the chat and that would be the only kind of back and forth. But obviously the speaker, the person doing the webinar can see the chat. I have done my last few webinars as Zoom meetings so that I can see people's faces. I personally love this and I also like, not that actually this happens a lot On a webinar, but I also like people to unmute themselves if they have a question, and I will allow someone to unmute themselves so that they [00:07:00] can ask me a question.
'cause then evidently I have about three questions back to ask them as a minimum. I'm really liking doing webinars this way. I'm really liking seeing people having it as more of a Zoom meeting. However, traditionally it's not done that way. It is done as. You see me as the presenter, but I don't see you.
There's no real right and wrong with this. I don't know. Actually, I don't have any hard or fast rules or hard and fast stats that say one is better than the other. I just really like seeing people's faces. And some people will come on and not want to show their face and leave their screen off and that is absolutely fine, but for those who do then.
Awesome. I love it. The next reason webinars are really good and they work is a really, it's a fairly low barrier to entry. And what I mean by that is setup, cost, tech, funnel, it's fairly low effort compared to other things. Now, I'm not going to say it's no effort because that is not true. If you want to do a [00:08:00] really good webinar, then there is absolutely effort to put in and work to put in.
However, Compared to maybe doing a challenge, compared to doing calls, compared to other things, actually doing a webinar is fairly low barrier. So you don't have to have a whole lot of, like I said, fancy tech or anything like that. The fact that I just said that I've been doing my last few in Zoom meetings means you literally just need a Zoom meeting.
And then the last one is it works really well as a launch mechanism. The whole idea of, and I'm going to talk about this when I go through the funnel a little bit, the whole idea of a webinar is to launch something to sell and getting people excited and into the The launch or coming to the webinar is a really good method to then launch your thing that you're selling.
It also is a really good indicator that someone is interested in your product, because if you've [00:09:00] targeted your webinar right, if you've planned the right webinar with the right title and the right content, the webinar should be the prerequisite to going into your paid product. So let me give you an example. One of the webinars I've done in the past is a webinar that talks about list building.
And I think the title was something along the lines of the five steps you need to build your email list fast or something like that. And basically I was taking them through the main five steps that you need to cover to To launch and build an email list. And then the course I was selling on the back of that was the course that went into detail and showed them how to do all of the five steps.
So the webinar was introducing the fact of, do they even want to build an email list and are they interested in knowing the steps it takes. If they're signing up to that webinar, then Obviously they want to build their email list. So it's a perfect prerequisite to then introducing a course that's going to [00:10:00] help them do the same thing.
You could do a webinar that talks about engagement and list building and your course could be around how to use chatbots. So again, that's a perfect prerequisite. Someone who's signing up to a webinar to find out about list building and engagement on social media would be the right person who potentially could buy a course on using chatbots for those reasons.
Also, it could be a webinar for, I've had people do webinars for nutrition, for sleep, and some of them could be that they introduce a concept of how to help your child sleep, and then the paid thing is they get to work with them one to one, or they get to work with them on a, a kind of Group basis or something like that.
So, like I said, it should be the prerequisite to the thing. It should be naturally people signing up to the webinars should be the perfect fit for your actual product that [00:11:00] you're selling. So are they still working? Are webinars still working? Now, I've been around a long time in this game, and. I have watched webinars come into the world and first discovered them and was like, wow, what is this wizardry?
And I have seen them be brilliant and then not be so brilliant. And now we're leveling off. When the pandemic hit, webinars were a real thing. Everyone, the webinar signup rate was higher. The show up rate was higher. It was really effective because everyone was online. They had no other choice but to do stuff online.
That lasted for about a year and a bit, and then it started to decline and it really dropped. The webinar show up rate on a good webinar would be around 40 to 50%. That would be a really good webinar show up rate. I've seen it drop as low as 20 percent show up rate. And that I think is the kind of downside now of having webinars come along or be around for so long and [00:12:00] also I think that's a lot to do with we did a lot online and we don't want to do as much online, but that doesn't mean they don't work.
They do work. They are awesome. You've just got to bear in mind when you're promoting your webinar. When you're trying to get people on it that you are going to have to work a bit harder to get them to show up live. And you do need to give value in that webinar. Obviously you're not going to give them all of the steps.
And this is one mistake I see people make is that they just give people way too much content. And therefore they're walking away with a million things to do. They don't need a call, so they don't need the membership or they don't need a one to one call with you. But you do need to give them some value so that they don't feel like they've just been sold out for an hour.
Because I have been on a webinar. I was actually on a webinar that was two and a half hours long and it almost got a bit like I couldn't get off the webinar because I was like, when are you actually going to deliver some content? They literally just sold the entire time [00:13:00] and that feels horrible. So you do want to make sure that you're delivering some content.
So they come away feeling like, great, I haven't wasted my hour, even if they don't buy. And that's my aim. When I do any webinar, my aim is to give people an awesome session with me so that they have things that they can actually learn and take away. Hopefully though, they actually think I want to take this further and they have the opportunity to do that.
The other thing or a couple of other points I wrote down that I wanted to address while I'm talking about webinars is talking about the fact of you hate selling. And I get that. I get that this is one of the things that people really struggle with is to not come across as salesy when doing a webinar.
And that's really important to me. But when I take you through the structure of a webinar, you'll see, and I'm only going to give you the headline of it, but you will see that actually the selling takes place throughout the whole thing, but it's done in plain sight. So it's not like a bait and switch where you're like, come and do this thing.
And then boom, you're just selling all the [00:14:00] things, do them. The selling should be very conscious and it should almost be throughout the whole thing, but done in a way. And where the way I teach it is it's done in a way that doesn't feel like you're selling or that you're being sleazy or horrible. So if you think to yourself, I hate selling webinars, aren't going to work for me.
That's not true. The way I teach webinars is that you can demonstrate value, you can demonstrate that you're good at what you do, and then you can present the offer in a way that doesn't feel horrible. So, if you think you hate selling, then webinars won't work, that's just not true. The other thing I see a lot is, what if my list is small?
Well, I'm not going to lie and say it doesn't matter, because it does. I did an episode a few back ago, which was episode 368 that talked about webinar stats and launch stats. And you will know, as some of the stuff I've already said in this one, that the expected turn up rate is between 20 percent and 50 percent if it's not great or really good.
And I also give you [00:15:00] examples in that episode and we'll link to it in the show notes of what you can expect from your email list to sign up to your webinar. It doesn't mean though that it's not worth doing a webinar if you've got a small list. It's still a really lovely way for you to interact with that list, for you to meet those people, for you to get on a call with them in a group setting.
And actually the beauty of having a small list and having small numbers is that you can get to perfect your webinar style, you can get to practice, you can get to really give it a go before your list gets bigger. And therefore you're doing it in front of more people. One of my very first webinars I ever did, like eight, nine, 10 years ago, whenever it was, I had one person on the webinar.
So if you're sat there thinking, Oh man, that would be a nightmare. Yeah, it did suck a bit, but I've done it and I had to start there so that I can have the numbers that I have now. But what was great is I got to perfect my skill. I got to really test out [00:16:00] some of the things that I liked on doing the webinar in front of a very small audience.
If you're sat there thinking my list is too small, hopefully that has dispelled that myth and you are going to give it a go. What I want to use our time for the rest of this episode is two things. I want to talk you through the funnel process, just really top level to give you an idea. And then I want to talk you through the breakdown of the webinar, but I won't be going into detail because that is a lot of content, the process for launching.
In an ideal world should be pre launch phase. Launch phase, live webinar, sales phase. Let me briefly take you through those phases....
24 min
October 21, 2024 Beyond the Spotlight: The Business of Being a Social Media Influencer
In this episode we explore the inspiring journey of Georgia Williams, the professional singer and content creator who rose to fame on the BBC's The Voice. Georgia shares her experiences of overcoming public scrutiny and severe online trolling, her tools for building resilience and how she has built an awesome career.
We get into strategies for balancing professionalism and personality on social media, including the benefits of content batching and leveraging of personal passions.
In my opinion there are some real insights for anyone looking to build confidence and create authentic, engaging content online.

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Freebies about
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Transcript
Teresa:
If you're a personal brand, then you know the importance of putting yourself out there on social media. But one of the things I think lots of people get nervous about is what people are going to say about us and what if people say something mean. Well, today on the podcast, I interviewed the amazing Georgia Williams.
Georgia's career started off as a singer and that included going on The Voice and getting mentored by Tom Jones. But unfortunately, while she was taking part in that process, She received a backlash on social media, including getting death threats. Not only did Georgia come through that experience, but she now uses it to help her help others become confident on social media and show up exactly as they are.
In this episode, she shares with us how we can use our own passions and things that we love about ourselves to show up. She also helps us get out of that rut of wanting to create some social media and never quite getting around [00:01:00] to it. So if you are not feeling the love for social media at the moment, Or you just need a bit of a confidence boost and a bit of motivation on a Monday morning, then this is the episode for you.
Welcome to the Your Dream Business Podcast. I'm your host, Therese Heath Waring, an international bestselling author, award winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast. I am so excited to guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you and the season of life that you're in.
Each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus, we'll be diving into some mindset, tools and strategies that keep you focused, motivated, and are going to stop you from getting in your own way. So if you're a course creator, a membership owner or coach, you are in the right place. Let's get started.
Hello, and welcome back to another episode [00:02:00] of the Your Dream Business podcast. I am your host, as always, Teresa Heath Wareing. We all know that a crucial part of marketing our businesses is social media. And I don't mind admitting that I have lost the love a little bit for it recently, and I'm struggling just a tiny bit.
So it's perfect timing that this week's episode is an interview with the awesome Georgia Williams, and we are talking all about social media. We talk about confidence on social media. And Georgia shares a story about how when she was on a national TV program, that she got a really awful backlash on social media, including things like death threats.
And I think as business owners, we often fear putting ourselves out there because of what people will say. And the truth is that will probably, luckily never happen to most of us listening to this, but it did happen to G. And [00:03:00] she now uses getting through that as part of her driver to help people with confidence on social media and put themselves out there and do it in a confident way.
But also I pick her brain about how do I fall back in love with social media or how do I get myself out of the rut of actually posting because I'd fallen out of this rut and it wasn't that there's no short of content because most of us know we have loads of content, but sometimes we just feel like I don't even know where to start or I can't be bothered or whatever it is.
So, G actually takes me through kind of her thoughts in terms of getting started, getting that love back, feeling some motivation, which I think all of us feel like this at some point. So this is going to be really helpful, even if you're not in this position at the moment and you are flying with your social media.
I think this is a really helpful thing to listen to. But like I said, the story of G being on this national TV program as a singer and what she went through is. [00:04:00] Really, really, it's a great story. And I took a whole lot away from it. So Georgia Williams is an award nominated content creator with over a decade of experience in social media marketing and Canva design.
She's also now a Canvassador. I don't think I've said that right for Canva. She's the host of Content T with G, her popular global podcast, where she delivers a unique blend of creativity, social media content, and Northern charm, inspiring listeners worldwide to embrace their own authenticity and stand out through content creation.
Not only is Georgia a full time content creator, she also performs regularly as a professional singer and has been featured in the Mirror, the Daily Mail, the BBC, and others. As a singer, she has entertained crowds up to 7, 000 people, solidifying her status as an international performer. With a unique blend of marketing knowledge and stage performance, Georgia is on a mission to help business owners create social media content with more joy, show up exactly as they are, both off [00:05:00] and online.
You are going to love this episode. I love G. If you need a bit of Monday morning waking up, then this is going to give you just what you need. Here's the awesome G. Welcome to the podcast, the lovely G.
Georgia:
Yey. Hello. Hello.
Teresa:
I am so excited to have you here. This is, you are podcast interview number four of seven. And I feel like I couldn't have had it more perfectly timed with you in the middle to kind of, reinvigorate me, wake me up and go for the afternoon. I realized that obviously I call you G because that's what you want to be.
That's what you go by, but your name is Georgia. So maybe I should say that so that if people do try and find you, they can find Georgia Williams. Sorry, but obviously I call you G. Not just me personally. That's not like a thing, just that I, just a special name that I have for it. That is what people call it.
I mean, this is [00:06:00] such a great, you know, great intro to a podcast. Like, honestly, I am so professional. So I have just scrapped The way I'm doing intros to interviews. So normally I would start with the question, tell me how you got to do the thing you do today. And I'm scrapping that and I'm going straight in with the content.
However, you have such a cool backstory that like, This is all I want to talk about, and I know people will want to hear about it. So tell us what you used to do, and then tell us what you do now.
Georgia:
So I used to work in social media for a marketing agency, employed, also being a singer, also being a blogger, like a cat who has nine lives, did a bit of everything, basically a creative person.
It's probably the easiest way to sum up all my past lives, I would say.
Teresa:
Love it. And it wasn't just Like, one of the things that we want to talk about because one of the things that you share on social media and helping [00:07:00] people with content and show up on social media is the whole confidence and if you were to go and look at G's social media, so if you were to find Ray of Social, you will see someone who on the surface has bags of confidence, like no end of confidence.
And I have no doubt that you would look at it as the listener and go, well, it's all right for G because she has all the confidence in the world. Was it always that way, G?
Georgia:
Absolutely not. It's weird now to see like this present G because when I think about past G, speaking of myself in the past tense there.
Teresa:
I love it.
Georgia:
I'm kind of a completely different person and I would, I wouldn't have ever had the audacity to speak to somebody like yourself or even come on a podcast, like at all, let alone have my own podcast. Like that just wasn't in the mix. Yes, I've been a singer, [00:08:00] but I wasn't actually a public singer for quite a lot of my life. Even though I've grown up as a musical family, it took me a long time, a lot of self work, a lot of therapy, a lot of other good stuff in the background, to be able to be that front face of my brand. And it blows my own mind, never mind people who look at my social because I think, how are you the same person?
Are you sure? Because that just, I wouldn't have ever done anything like this.
Teresa:
So you said that you weren't a front facing. One of the things that we're going to talk about and we're bringing up is the fact that you went on a BBC TV program called The Voice, which if you're in other countries, I'm fairly confident they have The Voice in other countries, they do definitely have it in the States.
So that wasn't just showing up a bit, that was literally putting yourself on primetime TV, like, so at this point, when you said you weren't front facing singer, had you become a front facing singer by that point when you put yourself on The Voice, or was [00:09:00] that part of getting out there?
Georgia:
I've kind of done a lot of studio work under another alias, and it wasn't, I wasn't the face of that.
I was doing a lot of dance music under a completely different name, didn't have my face anywhere. And I'd always grown up singing in church. So whilst I was in the public, like it was like a church public, it wasn't prime time or it wasn't out there on social. It was just kind of in my comfort zone, really.
Teresa:
What made you sign up for The Voice?
Georgia:
The real reason, it's because my sister actually signed up to it and I found out and I was like wait a minute, I'm the singer in the family, like, why are you getting on it?
Teresa:
I love that. Nothing like sibling rivalry.
Georgia:
Really much. I thought, what if she goes on this programme and gets further and I sit there on my sofa watching it every week thinking, why didn't I apply for that because I'm the singer of the family.
So she applied for it [00:10:00] and I applied for it in secret and didn't tell her and then I just kept getting through, she didn't get through and it was very awkward. But that's why I applied, just a bit of sibling rivalry basically.
Teresa:
That is hilarious. So not only did you apply, not only did you get on the actual show, but you got picked by the one and only Tom Jones.
Georgia:
Indeed.
Teresa:
How was that?
Georgia:
I actually didn't know he turned. I was completely just in the experience on stage looking at the crowd. The crowd's about 300 people in the audience at that time. That was the biggest audience I've ever sung to in that, in that audition.
Teresa:
You must have been absolutely petrified.
Georgia:
Yeah. Pretty much. I mean, yeah, I was quite scared. Couldn't really breathe. Didn't really know what was going on. I just thought, let's get on the stage. Let's maybe get off, you know, live. And I was just in the element. The audience was reacting to the way that I was singing and I didn't realize that anybody had turned and he turned [00:11:00] right at the last split second.
So I thought I was just going home. And then when I looked up, he was looking at me and I was kind of like, I don't know what happens now.
Teresa:
It's Tom Jones.
So what was that like to be mentored by someone like Tom Jones?
Georgia:
Do you know, I always say that he reminds me of Aslan. Do you remember the Lion, the Witch and the Wardrobe, Aslan? Yes. He just has this presence about him that you can't, help, but he's just immersed in it. He has, and then maybe that's the star quality that people talk about, but when he is with you in that room, it's not a, I'm so scared, you know, he's Aslan.
You're just like, oh my gosh, I just want to know everything about him. I want to hear his, his voice. And when he sings, it's like Aslan commanded that room. If anyone's ever seen me like in The Witch in the Wardrobe, you need to go watch it because it has that star quality, but The moment that he sang, he sang a Ray Charles song.
That's my favorite singer. [00:12:00] And that's someone that he worked with when Ray Charles was alive. And he sang a song. And I remember just being mesmerized and kind of thinking, like, what is going on in my life right now? You know, this is incredible. So it was amazing to be able to work with somebody like that.
And yeah, just an experience I'll always, always remember.
Teresa:
I've read the book, and I've talked about it before on the podcast, and I know I've definitely talked about it with you, The Gap in the Game. And I, I can't remember what I was watching. Like, I was watching some competition type program, which sounds very odd, because I wouldn't really watch that sort of thing.
Anyway, I think I was watching something, maybe I was watching the Olympics, I have no idea. But basically, I was talking to my husband about the fact of like, You get through all these rounds, right, and then you end up being the last one of two people, let's say, and you don't win the thing. And that point, you should be so in the game because you have got through [00:13:00] every round to get to that point.
So to even get on TV, how many rounds did you have to go through?
Georgia:
I lost count. It was that many. I think it was about a year worth of auditioning, backstage bits and pieces. Yeah, it was, it was a long time before it was shown on television.
Teresa:
And what happens is when people then don't win, or they get voted out in whatever round, the gap must feel humongous.
However, like to reframe that to go, no, you look out of all the people that applied, out of the tens of thousands that applied. You got into the last x amount of people, but how, how was that? How was all of it really? Because I know you and I have touched on briefly the fact of like, there's, you know, an element of fame involved in that, and then obviously you get voted off, and then like, Just touch on what that was like.
Georgia:
It had some incredible highs but then [00:14:00] some really dark lows and some places that I went to that I was not prepared for. The show, they do have psychologists and they have people on board to kind of help me through that process and they are there every step of the way to make sure you're not going to lose it, you know.
But the public The way the public are, it's just mad! It's crazy how, how strangers can have such an opinion of you and that can really shake you to your core because When you are, so obviously it was on all on Twitter back then and when the episodes came out there was the battle episode which is where you are paired with somebody and you battle against each other to go through to the next round and the person that I was paired with had had like four chair turns, you know, she had a really great story, she was a great person, she had great public support and During the filming process, they, they ask you, obviously backstage, in the VT [00:15:00] section, they ask you questions on repeat because they're trying to just get an answer out of you.
They want that, that good TV. So they'll say things like, you know, how do you feel about the competition? And then they'll rephrase it saying, you know, but it's a competition. So how are you feeling about the battle to try and get you to say something juicy? Fortunately, I was at that point where I was thinking like, this is so frustrating.
It's a battle. Of course, I want to win. And which part did they show on the TV? The bit where I went, of course, it's a battle. I want to win. Yeah. opened up that public backlash of people saying, Oh, she thinks she's a, you know, she thinks she's going to win. And then when I did win, that wasn't great because they were like, Oh, she thinks she isn't.
You know, I had death threats. I had people offering, threatening to pour acid all over my face, like threatening to come and find my family, my house. It was, it went from being, I'm the villain to like, actually, I am seriously in danger here. And it wasn't. you know, it wasn't good. [00:16:00] So when I say dark places, that's the kind of thing.
And it, it can shake who you are because you start questioning, like, am I a bad person? Should I have said, it's a battle I want to win? You know, should I be determined to win this, win this competition? Like, and then you kind of back and forth in your own mind, thinking all these things. And it takes a very strong person, which at the time, you know, I wasn't, I wasn't as strong as I am now to be able to go through something like that.
Teresa:
That is something...
40 min
October 14, 2024 Launch Reality Check: Understanding and Setting Realistic Expectations
I’m spilling the beans on product launches – the good, the bad, and the ugly. Drawing from real-life examples, I discuss common misconceptions about product launches and outline realistic expectations for success, breaking down the numbers and letting you know what to expect when you hit that launch button. I also highlight factors that can influence your launch and share tips on how to make it a success, even if it's not a blockbuster. Tune in to learn the truth about product launches and how you can set realistic goals for your online business!

KEY TAKEAWAYS COVERED IN THE PODCAST

If you enjoyed this episode then please feel free to go and share it on your social media or head over to
Apple podcasts
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and give me a review, I would be so very grateful.

LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE
Denise Duffield-Thomas Launch Debrief Part 1
Denise Duffield-Thomas Launch Debrief Part 2
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Have you ever done a launch and felt really disappointed in the results that you got? And when you look at other people's, they look so successful and have hundreds and thousands of people buying their stuff. Well, what if you could get the details on the stats behind those launches? Actually, would they be as more amazing than yours than you think? I think you'll be surprised.
In today's episode, I am going to be taking you through some real life launches and giving you the percentages that you can expect to get in your launch and that others have got in theirs. I'll be sharing with you what numbers you need to track, what is realistic when it comes to those numbers and what things will affect the results of your launches and your sales.
If you have an online product that you want to launch, this episode is not to be missed.
Hello and welcome back to another episode of the Your Dream Business Podcast. How are you doing? So this week? I've got a really good episode for you because I've really noticed something recently. I, part of what I do is obviously I work with people to launch and to sell their online [00:02:00] products.
And one thing I've noticed a lot with people is their expectation of what a launch should look like. They have watched huge people do these amazing massive launches, having Thousands of people going through it and they now think, well, that's what I should expect. But the truth is, they're not taking into account the size of the audience to begin with.
So although it looks amazing and awesome that someone might do a webinar and have thousands of people on it, they're not considering, well, what's the size of their audience compared to the size of mine. So what happens is they will come to me very disappointed with the sign up or the turn up or the sales rate.
And then I will work out the percentages and I will be saying to them, you've actually done really well. And like I said, I've noticed this a lot. I've noticed this coming up. So I wanted to do an episode all about this, and I am excited. Now, if you've listened to my episodes before, you will know I am a kind of fly by the seat in [00:03:00] my pants girl, and I give myself some rough notes to follow.
Otherwise, I just talk ad lib. This one, I have made lots of notes. This one, I've actually done some math and worked out percentages and various things to give you. So you are going to walk away from this episode with so much good information that hopefully it's going to make you feel so much more confident when it comes to what you should expect when launching your digital products or your course, your membership, your group coaching program, whatever it might be.
Now I'm going to ask a favor, not only for me, but for your business friends. I want you to share this episode with them. Whether it's personally, whether it's on your stories, because the more people can hear this very realistic discussion about what you should expect from these launches and what actually the percentages turn out to be, the much more happier I guess we will be with the results that we get, but also we won't beat ourselves up and we will start to understand [00:04:00] how we can improve and tweak and move forward from those figures.
Like I said, I am super excited for this episode and I think you're going to get a whole lot from it. So buckle in, let's go. Have you ever heard the saying what gets measured gets improved? This is really true because if we don't actually know What we're looking at. And if we don't know what's good and what's not good, then how can we tweak it and improve it?
And how can we know whether it's worked or not worked? And is it realistic? What has happened? So, like I said, we will see amazing, amazing results where people do a Awesome launches and get tens of thousands of people into their programs. They earn an absolute shed ton of money as then we, when we start in the online route and we're not getting the same, we think that there's a problem, but the truth is, it's not the full picture.
And what I want to do is show you what that full picture looks like. So I'm going to take you through three, three main areas today. I'm going to talk to you [00:05:00] about the numbers you need to measure and what kind of things we can measure, because that's the first thing, what should you even be looking at?
And even if it makes not a lot of sense to in the first place, still keeping a track of these in the early days will really help. Number two, we're going to look at what is realistic. Now, this is the bit that is gold because we're going to go through, I'm actually going to walk you through some percentages of real life launches.
And I have lots of examples to give you. of real life launches and what you can expect and what that turns into from a money point of view or from a signup point of view. And then the final thing I'm going to be sharing with you is the things that can affect your launch. So these results I'm going to give you, I know behind the launch.
So I know all the details of all the launch and therefore, I'm going to help you understand some of the things that made them successful or not so successful, and things that you want to look out for so that when you're looking at yours and you think, mine isn't as good as [00:06:00] that, then there might be reasons behind that.
Okay. Let's get going. So let's start with the first thing, the beauty of being in the online space. Now, I have been around in marketing for no joke, 20 years, 10 years in marketing, following doing a degree in marketing, and then 10 years in my own business. So for 20 years, I've been in the marketing space. And the beauty about what we do now is everything is trackable.
And it's not even that confusing. All the systems you're using, the emails, the platforms you're selling things on, their whole thing is set up, designed to give you as much information as possible. But even the basic stuff is perfect. It's great. That's the stuff that we're going to be looking at.
We're not going to be doing anything too confusing. So this isn't to overwhelm you. This is purely to give you an awareness of what's available, but also kind of what the basics are that you want to get. Okay. Let's start right from the beginning. And when I say the beginning, I'm talking about the [00:07:00] way in which I would come through the process if I was your customer.
So the way in which we build these things is very different. But if I was your customer, probably the first thing I'm going to see is a social media post of some sort. Now, Hopefully I don't need to tell you that we can track loads of stuff on social media. So we can track things like the impressions. And impressions, in case you don't know, is the number of people who that post was put in front of.
So although it is a bit of a vanity metric, because great that loads of people saw it, but we want them to take action. Obviously it makes perfect sense that the more impressions you get, the more action you get on that post. So impressions is the first thing, then clicks. So how many people have clicked on that post or how many people have taken the action on that post?
It might be that they commented a word for a chatbot or something like that. Now I'm going to, I'm not going to focus on these two as much as the other stuff when we get to the examples because these numbers can be quite low and this obviously isn't the only way that people are going to [00:08:00] find you, but I want to include it just because it is an important one to, to look at as well.
The next thing you're going to have is landing page views. Now, If you imagine that I've seen your promotion and I'm going to say the word webinar a lot through this and just change webinar for challenge or bootcamp or masterclass or whatever launch methods you want to use and really you should be using a launch method.
I feel like I'm getting into the weeds a bit here and I'm trying not to because that is a whole nother podcast on its own and you'll see I do a lot more sort of podcasts coming forward about this. But so if I say webinar, Take it for whatever launch method you're going to use. So I can click from social media to go through to your landing page, i. e. the page that I'm going to sign up to the webinar with, or I could come from an email and go to your landing page.
So. Like I said, social media is just one thing. Email is another. There could be others. You could be running ads, but landing page views is a really important one. So how many people viewed your [00:09:00] landing page and then how many people opted in?
Two different things. I can come and view your landing page, take a look at the webinar that you're going to be doing and decide that's not for me. Or I can view your landing page and go, yes, I want to opt in. And obviously your aim is to get as many people to opt in on that page. So then you're going to end up with the stats for the number of people who signed up for your webinar.
So we've seen how many people came to the page. We've seen potentially where they've come from, and we've seen how many people have signed up, opted into your webinar. The next one we're going to have is the show up rate. Now things like webinars and bootcamps and masterclasses, the more you can get people to show up live, the better.
And that's for many different reasons, but mainly the reasons are one, they're going to be engaged. Whereas you know what it's like, you sign up for a webinar, you sign up for a summit or whatever it might be. And you think, Oh, I'll definitely watch that later. And then you don't. So if you can get them to take the action and do the thing live, [00:10:00] great.
So. Showing up live is really important. And then the second one is for me anyway, I love to interact with people and that really helps me. So you'll, they'll get to ask me questions. They get to kind of really get the most out of it. So the show up rate's really important. So how many people signed up and then how many people showed up.
Then the next thing you're going to look at is your email sort of interactions now. And it said email open rate. Now the open rate is helpful. However, the way that tech is now, you can't rely on the open rate. So the only thing I would do is look at your own open rate against your own open rate. So. If your open rate is going down, if your open rate is going up, if your open rate is staying the same, then that's the only way I would track it.
I wouldn't, and like I said, unfortunately, the open rate is affected by external things that we can't control, so I don't always look at that as a kind of solid thing, but I would track it against my own stuff. The next thing on emails is the click. So how many people are opening your email [00:11:00] and clicking to go through to the sales page or go through to the place that you're asking them to either book or pay or whatever it is.
The next thing that you should be looking at is your sales page views. So the page that you're asking them to take the action and we'll get to. Some of the different actions you might ask them to take, but it could be book a call. It could be buy on that page. How many people are viewing it? And then how many people are taking the action?
So if it's an action to buy, it's then how many people have bought. Like I said, this isn't, I'm trying not to overwhelm you. I know I'm giving you a lot of things to look at here, but actually when you start doing these things, it's not that difficult and it should be pretty easy for you to do on the systems that you're using.
So let me just run through those quickly. Again, social media, you can look at impressions and clicks, landing page views, very important. How many people are viewing it and how many people are actually opting in. [00:12:00] From the opt ins, i. e. the signups, how many people are showing up? And then when you start sending out your sales emails, how many people are opening, clicking?
How many sales page views you're getting and how many conversions are you getting? You can also break it down to how many people came from the webinar and did they come from the live or the replay? You could also add on how many people watched the replay if there was the replay views to watch as well.
Okay, so as you can see from each area, there are lots of things that will go into these figures and there are lots of ways in which you can prove, improve them and which you can tweak them and we will talk about some of those things at the end in point three. And like I said, I'm trying not to overwhelm you, but these are kind of some of the basics.
The basics that I ask for when I work with people are landing page views, landing page opt ins, how many people signed up for the actual webinar, how many people showed up for the webinar and how many things they sold. So those are the kind of key things I'm looking for. And those are [00:13:00] probably the percentages I'm going to talk about.
Okay, point two. Let's talk about actual real life launches and real life stats. Now, I am one of those people who instead of watching Netflix, I go through people's launches like no one's business. And obviously it's my job. I have watched and helped and supported and coached and consulted lots of people on lots of launches.
So the figures that I'm going to go through here are from real businesses. Some are big businesses and some are small teeny tiny businesses. But the thing that I want you to focus on is the percentage. Now this is the thing that lots of people don't take into account. However, This is the thing where you're going to understand the reality of what you can expect.
And what I don't want you to do here is I don't want you to get disheartened. Now we talk a lot about the fact that this is a numbers game and it really can be a numbers game, [00:14:00] especially with an online business. And I hate saying it's a numbers game because one thing I really pride myself in is seeing my audience. Having conversations with them knowing who they are.
I don't do anything that has thousands of people in it because I just couldn't cope with that. However, when it comes to people buying online, it is a numbers game and it does come down to the percentage. So like I said, these are some real things that I've been involved in and then things that I know about.
One of them I'm including in here is Denise Duffield Thomas. Now she does a really good debrief of her launches and I've actually used some of that in order as one of my examples of, I've got like probably about 15 actual real life examples that I'm looking at in front of me. I'm going to actually link to the blog post that she's put in so that you can see her debrief.
It's really good. I love it when a big person like that does a debrief because you can really get to see the real extent of how this works for them. [00:15:00] Okay. So the first step we're going to look at is the number of people who sign up to the webinar. And I want to base this percentage on the size of someone's list.
Now, when I look at the, the stats in front of me, I'm basically going to give you the lowest percentage and then the highest percentage, and you will be surprised. Which kind of person is getting the lowest and the highest? Because often we'd expect that if you're new to this, you'd be getting the lowest percentage, but that's not always the case.
Because sometimes with a really small list, you have a very dedicated audience and with a smaller number of people that you're dealing with, you can actually give them much more attention. Again, this will come to, this will be more, I'll explain better if I can get my words out when we get to step three.
Okay. So number of people who sign up to a webinar, roughly between two and 15 percent of your email list will sign up to your webinar. Okay. So [00:16:00] again, the kind of lists that I'm looking at are in the hundreds of thousands, all the way down to a couple of hundred. So I really have got a big mix here. So like I said, roughly between 2 and 15 percent.
I am going to use the example of a list that's 5, 000 big. Okay, for my examples to give you the percentages going through, but I'll also give you some other examples. So if you had a list of 5, 000 people and you got 2 percent of them to opt into a webinar, that's a hundred people you're getting on that list.
If you had a list of 5, 000 people and you got 15 percent of them to opt in, that's 750 people coming to that webinar. So let me say that again. So your list size is 5, 000, 2 percent of that list is 100 people signing up to your webinar, and 15 percent is 750 people signing up to your webinar. You can see there's quite a difference there, but like I [00:17:00] said, from my stats that I've got, actually, the top was, Yeah, the top was 15 % and the lowest was 2%.
Like I said, in the bigger lists, it's 2%. So even though you think, you know, that's, you know, you would expect a smaller list to be the lower amount, actually the bigger lists tend to bring in the lower amount. Okay. Okay. The next stat is the percentage to show up live. Again, This will make a difference as to whether it's a boot camp over several days, whether it's a one hour webinar, whether it's a three hour workshop, whatever it is.
But I'm basing it off the examples that I've got in front of me, and most of them were webinars, and yeah, most of them were around the hour, an hour and a half webinar. So let's say that you had 500 people, I'm just kind of going mid range just for ease, 500 people sign up to your webinar. You can expect between 15 percent and 34 percent of the people who [00:18:00] signed up to actually attend the...
41 min

About Your Dream Business

From the publisher's feed

Hi! I’m Teresa if you are a business owner who is striving to build a business and life you dream of on your own terms and doing something you love then this is the podcast for you!