Your Dream Business

Today’s episode of the podcast is an interview with Melanie Moore who is the UK’s leading vision board expert and award winning coach who inspires her clients to tap into their vision. Melanie is on a mission to help millions of people dream bigger, think bigger and act bigger. We talk all about creating your vision, the tools you can use to do this and the law of attraction/action. 

• You have to create a vision for what you want.
• 4 pillars – abundance, health, relationships and environment.
• Your vision is always the destination.
• Tapping keeps us in alignment, motivates us to take action and you can use it on ANYTHING.
• We can rewire our conscious brain and clear past traumas with tapping.
• EFT is a cross between acupuncture without needles and modern day phycology (NLP and CBT techniques).
• The key to manifestation is to focus on what you want, rather than what you don’t want.
• You need to start thinking that you are lucky and good things do happen to you.
• Start by getting clear, then let go and finally look at your vision.
• You have to start with the end goal in mind then work backwards.
• The more you focus on something, the more the universe knows you want it!

• An introduction to Melanie – 07:01
• 3 tools to create your vision – 15:31
• Manifesting – 24:46
• The law of action – 34:20

Tapping into your big vision live – online event!

The gentle birth method book

7 habits of highly effective people

Transcript Below:

In today’s episode of the podcast I talk about your season of life, your business life and how this impacts on the work you do and how you can manage it.

• You can have a business that you love, makes you money and creates the life you want AND manage your life outside of work.
• It is okay to have a day off!
• Track your time – how are you actually spending it?
• We can make more money but we can’t make more time.
• Your life will look entirely different to someone else’s – it is about what is working for you and what you want to do.
• Delegate, delete or defer – can you put it off? Give it to someone else? Or just delete it?
• When you look at your day as a whole, can you take anything off your day that you really don’t need to be doing?
• If you are doing a repetitive task over and over again – you don’t need to be doing it! Someone else could be doing it for you.
• Ask yourself - Does it make the boat go faster? Is it getting you closer to where you want to be?
• There may be changes you can make in your life that will free up your time and give you more headspace.
• If you can get someone else to free up your time – you could then do more for your business and move forward.

• What is a season of life? 02:36
• How to manage your time and set boundaries 09:15

Detox Kitchen

Transcript Below:

Today’s episode of the podcast is an interview with the lovely Victoria Bennion who is the owner of a podcast booking agency where she works with top entrepreneurs, coaches and authors to build their brands and grow their businesses through podcast interviews. We talk all about why you should consider being a guest on a podcast, how to pitch yourself and what to do when you are a podcast guest. 

• Being a podcast guest is a great way to gain authority and get in front of other people’s audiences.
• You need to be able to give as much as you receive as a podcast guest – then it’s a win-win for you and the podcaster.
• By being a podcast guest, you can really speak to your ideal customers and you are in their ear for 30-60 minutes which will help to grow the know, like and trust factors.
• Before pitching - Research the podcast and make sure their target audience would be a good match for your business.
• Listen to the podcast host’s style – can you have a conversation with them?
• Don’t copy and paste your pitch! Personalise it and make yours stand out!
• Do a review and screenshot the podcast – talk about something you have listened to and what you could add.
• Demonstrate why it is a win for the host to have you on their podcast.
• Be honest – if you have only just found the show, say that!
• It’s about learning, not selling.
• Having a podcast guesting strategy gives you so much content you can then repurpose on your social media platforms.
• If you do a few interviews – you will show up better on Google as this will increase your authority due to the backlinks.
• You can continue to get leads in months after the podcast has been recorded.
• Go on to podcasts to add value – teach and share. At the end of the interview you want to send them somewhere they can learn more about you (CTA).
• You could put together a landing page with relevant links for your funnel – what do you want to do with the potential clients/customers that come from the podcasts?
• Think about the things you can talk about confidently as potential topics – come up with 3-5 topics and practice them!
• Review your website and social media – hosts will check it!
• Your message doesn’t have to be perfect when you first start – be consistent and give it a go.
• You may not get an ROI immediately.

• An introduction to Victoria – 04:43
• Finding a podcast match – 09:18
• Why you should consider being a podcast guest – 11:58
• How to pitch to be a podcast guest – 14:52
• How to be a good podcast guest – 28:48
• How to get over the fear – 40:35
• Why use a podcast agency? – 43:45

FREE checklist

Work with Victoria

Transcript Below

Hello and welcome to this week's episode of the podcast. How are you doing? So this week we're talking podcast on the podcast. Um, how many times do you think I'll say podcast today. But before then, I just want to say something that's really funny. I just had to stop because I got stuck as to what I was going to say next.

And I went back and I just quick re-listened and it made me think of something. Ever since I got captions on Instagram, I never realized how many times I say, uh, or, um. Have you like, have you done it, put the captions on, talk on camera, put the captions and then read what it says. I always sit there thinking I did not say that.

I didn't say, uh, and um that many times. No, I did. I've just never noticed before. Anyway and I know I say 'So' a lot on the podcast. It's like my lead into the next thing. And I'm trying to not say it. Now I've said that I've said it. Oh, it's going to be so hard. Let's crack on with today. Today I've got an interview with the very lovely Victoria Bennion.

She is a podcast booking agency where she works with top entrepreneurs, coaches, authors to build their brands and grow their businesses through leveraging podcast interviews. Victoria is a trained journalist is a qualified marketer, experienced social media manager, and she helps authors and businesses reach their goal through effective marketing solutions. She and her team have booked hundreds of podcast interviews, helping clients establish their authority, building their platforms and share their message with the world. She lives in a Dorset in England with her husband, two children, two rabbits, a cat and her parents. Boy, that sounds like a busy house. And in her spare time, she writes for children as a member of the Golden Egg Academy.

I don't know what that is. I'm going to Google that as soon as I finish this. Today, we chat about why you should consider being a guest on a podcast. And I really do want you to listen to this. Even if you're sat there thinking I haven't got a podcast, I don't want to be a guest. The authority that you can get by coming on a podcast and being interviewed.

And one of the things we talk about is like, When you think about other ways of putting yourself in front of other people's audiences, one, podcast could tend to be very niche. Now mine isn't very niche. I know that. I think I niche where my audience are concerned. Certain people, I attract certain people, certain types of business owners.

So I think that's my only niche really on that front. But you can get some really specific niches on podcasts. And the difference really between a podcast and something else. It's the length of time that you get exposure for. So if you're coming to do a, I dunno, a takeover or a TV, something, or a blog, whatever, it's not very often that you'll find something as long as a podcast talking for that length of time and getting that much tension.

I know some of my members, we often talk about getting in front of other people's audiences and they get really nervous with the thought of going on a podcast. It's just like anything else, just getting used to it. That's it. The first couple of times, you'll probably be nervous. You might stumble over your words.

You might. Um, I say, I said um there as well. You might. Think it's terrible, but you're not going to get any better until you do it and do it and do it and do it. So I would really urge you to take listen. She gives some really good advice about how to pitch, what to do. I talk about lots of experiences in terms of how the pictures I get and I really don't like, and that sort of thing.

So I think there should be a really, really good one. I will leave you to it. Here is the lovely Victoria.

Okay. I am really pleased to welcome to the podcast today Victoria Bennion. Victoria, how are you doing?

Victoria: I'm well, thank you.

Teresa: Good stuff. We were just talking about the fact that we're both in the UK, which now feels very unusual interviewing UK people, uh, after doing so many American colleagues.

So Victoria, we always start off at the same question. I'm sure my audience are very bored of it by now, but we're going to go with it anyway. Tell everybody who you are, what you do and how you got to do what you do today.

An introduction to Victoria

Victoria: Okay. So my name is Victoria Bennion and um five book business owners, author and coaches as guests on podcasts to increase their visibility.

Uh, so I began my career in journalism actually. Um, I studied at the London College of Printing, and then I went into journalism for about a year before moving into communications and marketing. I worked that the arts university in Bournemouth and I headed up their project, Southwest lifelong learning network before moving to a university of the arts London, where I worked for their student services department in the marketing.

And then I became pregnant with my daughter and we were living right in central London. It's opposite the Barbican.

Teresa: Right.

Victoria: And I was really sick, really, really sick. And I hadn't moved doctors. So I came home and I think I was about eight months, eight weeks pregnant at that point, really sick. Managed to get home and I didn't go back.

That was kind of that. And I had one freelance marketing client at the time and always went for the museum, like beaten archives out. So doing the newsletters on the side. So I thought maybe I can just build this up, you know, keep this going. Um, and that would fit around my daughter. So that was, that was what I did.

And I started taking on small business clients on the whole, and some of it. I'm also interested in writing. So I was kind of what writing as a hobby and then doing some marketing work for authors. And then I found that I was sort of full wall to wall with work and it wasn't kind of the balance that I thought it was going to be.

Um, so I decided to kind of reevaluate and at that time I was doing a course, um, uh, Tim Grahl course, you need a big marketer.

Teresa: Yeah.

Victoria: And, um, kind of updating on what the latest. Later thoughts. Well, um, but co-marketing for a couple of our author clients and he mentioned them podcasting. Using podcast, guesting as possibly excellent strategy.

So I had one client, she was a nonfiction author, and I said, how about we try this alongside your social media? Her book was coming out in a few months. Let's try and get you on some podcasts. So we did that and it works out really well for her. She, she had a good call to action, which was letting people book a free consultation with her.

And she found that it, as well as selling books, she was sort of picking up her rotor of clients really well. So we realized that it was actually quite a powerful strategy. And I took on another client, which he works in consulting, basically leadership. And again, we booked him podcasts, um, over a course of about 12 months and it led to so many more opportunities for him than just promoting his book.

But, you know, I went to find out, reach out a Leadership Podcast and they say, "Oh, okay. He looks great. Would he be interested in doing webinars for us? Can you do some touching do some consulting?" And then he got more speaking opportunities. So it seemed to be a really powerful strategy. And, um, I enjoyed doing it too.

The actual contact with people. I think I'd fallen out of love with social media a little bit. So, um, I decided to kind of go in on that and focus on podcasting.

Teresa: Cool. That's ACE. So have you ever had a podcast yourself?

Victoria: Yeah, I'd like to start one so.

Teresa: So you're toying with the idea.

Victoria: I'm toying with the idea? Yes. Yes.

Teresa: I love it. I love it. So tell me about then, because obviously one of the things I get as a podcaster is lots of requests from podcasts agencies. And one of my, do you know what, in one way, it's nice because it means that I can really handpick the people I want to reach out to. And therefore I'm not having to find guests regularly, which is quite nice. But the other thing is I get the most inappropriate suggestions for guests that they have never looked at my podcast or listened to one episode or seen who might be my audience. So how do you make sure that you're matching the right podcast to the right interview?

Because it's not just about, this is a two-way thing, isn't it? You know. We've built up these thing podcasts, these audience, things, so it's like, it's got to work. How do you make sure that match.

Victoria: Yeah, it's really got to be win-win and I think you've got to go in with, with that view, not just, you know, my client wants to be on your podcast or what are he bringing?

So firstly, when we take on a client, we really try to understand who their target audiences before we even start looking at podcast. Then we would start researching podcasts. So if it's an author client, often I'll ask them, which are the books sit on the same shelf as yours. And then we'll take a look at those.

Or if there's maybe what kind of podcasts, if they've been on or just who you're trying to reach before we start doing the research. And then when we come across the podcast, we just interviewed them. And we look at the kind of the topic that have been done. This, what the client can talk about of this been covered before, was there a gap?

It doesn't mean they could add to the conversation that you've already had. That kind of thing before we even put together the pitch.

Teresa: Yeah. Yeah. I think that's so important because I often get as well, I'm such a fan of your podcast, but I think, ahh absolute rubbish, if you're a fan of my podcast you'd know that I don't have sleazy sales, you know, mine who tell us how to earn you know, six figures in six minutes and yet, but so you're pitching me, which I just find completely frustrating. But then interestingly, there is one podcast agency that's send me a lot of people and they have now got me bang on like, that is a total win-win for me and them. Cause I know when they come to me, they're bringing me the right people. But also they know this person's going to be perfect. And what's really nice when I deal with them is often it's a, normally one of my team do the kind of, you know, logistical side of it. But afterwards they will email my team member and say, "You know, how did Teresa find the interview?" I always feedback and they always give me feedback.

And it's normally very nice feedback about the interview as well, in terms of, you know, I had one just the other day and she was like, she's going to talk to you all day. It was ACE, you know, so that was really nice as well.

Victoria: That's great.

Teresa: So let's go back a bit in terms of, um, I was just interested in your side on that.

Cause like I said, it's a real frustration of mine and my temptation to go back with something a bit, arsy is so strong, but I don't, I just bought it to my team and go "That's a no." Let's talk about, because we have talked about podcasts there a fair bit on this podcast. And I know that we have some audience that have podcasts and some that totally could be guests.

Like they are really niche, they're really good at what they do, and they totally should be putting themselves forward as a guest. So why should they even consider that strategy over maybe some others.

Why you should consider being a podcast guest

Victoria: Okay, well, with podcasts you have the niche audience that you can really speak to the people who are your ideal customers.

And then people have you in there ear for 30 minutes to an hour really get to learn about you and your business, the person behind the brand. And it really helps grow then know like, and trust factor that you don't always get in the same way with other mediums. If you think of traditional media, if you're lucky and you get an interview, it might be cut to sort of three minutes.

So you've not got the chance to kind of build the relationship. Whereas podcasts will give you that additional that.

Teresa: Yeah.

Victoria: We also, that, um, as you were saying, really, when you bring on a guest. The fact that you have a relationship with your audience, you've taken the time to build your podcast, to nurture the audience.

You're the common thread every time they tune in. So when you bring on a guest, you're giving them a bit of credibility. Really. You're saying this person's okay with me. It's not as lazy sales person.

Teresa: Yeah.

Victoria: Which was so helps the guest really with connecting with your audience.

Teresa: You're absolutely right because I am really, I take it really seriously.

And sometimes there are interviews that I've been asked to do, or people have asked to come on and I'm like, you're just not a good fit with me. Or I will watch a lot of stuff. I will look at other interviews and I will listen to them being interviewed when they asked a picture or they pitched me and I'll always ask to have an example of other interviews they've been on and I will listen to them and think even if I don't think our personalities will gel, I'm very laid back.

I'm very relaxed. I like a laugh. I, you know, we're uh, when people talk about my podcast, they talk about as if they're just listening in on a conversation. And if I don't feel I can do that, then obviously that's a problem for me. Because, the other thing as well, that I find that some guests coming on is that you, that interview may not be as strong as it normally is.

And what if people are dropping in on that first interview? What if that's the first time they've listened to us? You know? And then they think that's the standard. So for me, that match is really, really important. Tell me about like, okay, so let's say, I've decided I want to give this a go. Now, obviously, you're an agency and I don't yet use an agency to go out for me because I also pitched my podcast obviously, because I speak, I grow my brand. I am a podcaster. I get, you know, I like talking. So I currently do it very slowly and a bit inefficiently through my team. And not that my team are inefficient by the way they are excellent. It's me that's inefficient. So what's your strategy. If you just sat here thinking, do you know what I'm going to try and get in the podcast? How would I even start to go about it?

How to pitch to be a podcast guest

Victoria: What, do you know? You had a really great guest on, didn't you? Jeremy Emms, I listened to and I loved his strategy. He had a landing page. It didn't hit that. He puts together a video about himself and why he'd be a really good guest. And so he stood out.

Teresa: Totally stood out. And like I said, it was podcasting. I didn't, you know, I wasn't going to have more podcasting interviews, but one, his personality was just so in line with me. Two, the effort he'd gone to, and the fact that he wrote a review on my podcast and...

In today’s episode of the podcast, I talk you through some of the different email systems out there. I tell you all about the ones I have had experience with and some pros and cons of each.

• There are so many email systems out there – it can be hard to find one that suits you!
• Email systems allow you to send a large number of emails to your target customers.
• You shouldn’t be sending marketing campaigns via email from your own email address – there should be an ‘unsubscribe’ button.
• You may need a different email system at different stages of your business.
• Mailchimp has been around a long time – it hasn’t moved fast enough compared to some of the newer systems.
• Mailerlite is a great alternative to Mailchimp – it allows you to create landing pages and automations easily. Plans start at $10.
• Drip starts at $19 per month and is owned by LeadPages.
• ConvertKit charges extra for automation.
• ActiveCampaign have a light version that is $9 per month but you don’t get landing pages with this.
• Flodesk is lovely and has beautiful email templates – get a free 30 day trial without putting your card details in – it is only $38 per month and never goes up.
• Infusion soft is great but very techy!
• Kajabi lets you do everything – you can build a website, courses, products etc as well as email marketing, landing pages and automations. Price starts from $149 per month.

• What is an email system? 03:27
• Low cost email systems 06:02
• Next level email systems 11:58
• What email system I use 17:40

Follow me along course – Build My List – Starts on the 6th July!

Mailer Lite

Convert Kit

Active Campaign

Drip

Flodesk

Infusion Soft (Now Keap)

Kajabi

Transcript Below

Hello, and welcome to this week's episode of the podcast. As ever I am your host Teresa Heath-Wareing. How are you doing? I hope you have had a nice weekend if you're listening to this on Monday or next week or Wednesday or just generally having a nice life. So this week, what am I going to tell you about before I get started?

Tomorrow on Tuesday, the, I'm gonna check on my diary now, excuse me, a second. Let's go to the day on Tuesday, the 29th of June, which by the way, happens to be my wedding anniversary. I am opening the cart to Build My List. So I want to just briefly tell you about Build My List. And then actually today, this is all about email systems and things.

So telling you how you know whether you're on the right one, or if you're picking one, I can tell you which one might be good for you. So Build My List is a follow me along course. It's changed its format slightly. Uh, whereas before I used to teach the lesson live and then do the Q and A straight afterwards, and I used to do it in 10 days, I've tweaked it.

When you do things real, you realize. Yeah, that's cool. But actually I think maybe we need to make some tweaks. It's now actually over a three week period rather than 10 days, because it's quite intense. And therefore, I think giving you a bit of breathing space between is great. So every Tuesday and every Thursday for three weeks, you'll get a lesson sent you in the morning.

And then in the afternoon you get on a live call with me. I walked through the steps. I help you out. I answer your questions. I'm generally help you get to that step. So that's happening and it starts next. Um, I'm going to say next week. Yeah, it is next week when you're listening to this, uh, the first lesson starts on Tuesday, the 6th of July.

So if you want to join me for Build My List, go to teresaheathwareing.com/buildmylist. Like I said, it's a three week course. And then after those three weeks, you'll have your emails built. Hooraay! Amazing. Um, and I go on and on and on all the time, by the way, you should have an email list and I won't bore you again.

So go check that out. If you want to join me otherwise, I don't know what I'm opening it again, because I have got to redo my second half of the year planning, which I'll be doing soon. So, okay. Let's talk about today's episode. Today's episode I'm going to talk you through some of the different email systems that are out there because you know what systems are hard, right?

It's like when someone says, you know, who's got a scheduler they can use or, you know, what's a good scheduler. There are so many systems out there. And I think it comes down to a lot of preference in terms of what you like and what you don't like. Some things I've started off thinking, I don't know if I'm going to get used to this and then I've really loved it.

And I've been glad that I use it. But other things I've tried and I thought, Nope, not for me. So first off thing you'd need to know is there's millions of them out there. And want talk about my email system, I'm going to go right back to basics just for a moment.

What is an email system?

When you're sending emails to your customers, you can't send them from your normal email. So if you have a Gmail account, even if you have an email that has your domain name like mine, [email protected] I can't send bulk emails. And when I say bulk, I don't mean hundreds of thousands. You know, regularly a large number or a fat number of people. I mean, even if I was still in 20 people, I still wouldn't.

And in fact, you still shouldn't use that because you should always have an unsubscribe button on a marketing email. So if you're currently sending your emails from a Gmail account or an outlook or something like that to your customers as a marketing campaign thing, then you definitely gonna want to listen up because you really do need to send it from a system and need to send it from one of these systems.

Because like I said, it has the unsubscribe. But also the reason you have a system is so it does things automatically. So for instance, you can have a form on your website that someone fills in the minute they filled it in, they get added to your system and then they get automatically sent the email. So you really, really, really need one.

So today I'm going to talk through the ones that I teach and the ones that I have experienced with. Now, I've already said there are a million of them out there and you'll probably you know, you might be sat here listening to this thinking, oh, what about such and such? You didn't say about that one. The ones I'm talking about, the ones that I've had some experience with the ones that I like.

You know, if you use something different and you're loving it, then don't feel the need to move. It's just a few, I just want to go through it and give you a different idea of the things that I suggest, but also what I suggest to each stage. Because I have used many different email systems and moving from one to another to another is a nightmare once you have a lot of stuff set up. So that's why I want to talk you through it. Okay. So we're going to start right at kind of like the bottom as it were. So you either have a small email list or you have no email list and you're starting right from scratch. And what often is key at this point is not spending money because at this point, because your list isn't very big, your business, probably isn't very big potentially, and you might not have the money. If you have, I've got some great options for you, but you might want to start on a low budget one to begin with. Now, it doesn't mean there terrible. Now one of them is terrible, but it doesn't mean there terrible. It just means the functionality is a little bit different or it doesn't do quite as much as some of the others do. And some people stay on, on some of the, what I'm classing as lower cost ones forever and are very happy with them.

Low cost email systems

But again, I'll talk you through kind of why and where you would move up. So the first I'm going to talk about our MailerLite and MailChimp. Let's start with our friend MailChimp, now, most people know MailChimp, lots of people use MailChimp. MailChimp has been around for a long, long time. And they were like one of the first email systems I remember using, I think, what was that one called? Can't remember. Anyway, there was nothing use of it, really old. So MailChimp has been around ages. Now when MailChimp started, it was just a place to send out emails and it made them look nice. And it had a nice builder. When I say builder, I mean, you know, put your pictures in and put your texts in and it was fairly easy to use.

But the problem with MailChimp is that. Well, the problem I find with MailChimp is that it hasn't moved fast enough. So whereas some other email systems that come in that can do super cool stuff, MailChimp is like, it's like having a small house and then trying to add on an extension, add on another extension, adds on another extension and the flow just isn't quite right.

So I know lots of you are going to be listened to this. They can live use MailChimp for years, and I love MailChimp and that's cool. But when I was teaching, Build My List for the first time and I had to go and teach myself to do the whole onboarding process for each of these email systems. I promise you, I know this stuff like the back of my hands, give me a system and I can pretty much find how to connect it all up and do that sort of thing for creating an email list.

And I went into MailChimp and I literally didn't know what on earth I was doing or where to do it or how to find it. It was not intuitive in a slightest. It had some really funny quirks that actually were just, so for instance, one of the quirks that had, and there is a work around, but it's a hard work around.

If you put, let's say you create a landing page and I'll talk about what that is. If you're not sure in a sec, but let's say you create a page where someone goes to get on your email list. If they're already on your email list and you think, well, why would they go and try and get back on my email list?

Well, it might be because you're offering them a lead magnet. It might be because you're offering them a good freebie. And even though they're on your list, you still want them to get it if they want it. Whereas MailChimp, wouldn't send that to someone who's already on your list. I just couldn't understand it.

So I spoke to someone who was a MailChimp expert and said, please tell me I'm doing something wrong and I just have not hooked it up right. And they're like, "No, that's correct." And I said, "Is this because I'm using the free version?" They went, "No, no, it still does in late versions." And I was just like, well, why would you do that?

So my first kind of like email bin, dungeon and whatever I want to call it is MailChimp. I'm so sorry, but it's a really, it's really not up for the job. If you're wanting to send emails where someone goes to a page puts in their details and it all happens automatically. My opinion is it's not as good as some, as some of the others. Now a really good alternative to MailChimp is MailerLite.

I went into MailerLite. I find it easy to navigate. All of these systems, by the way, I've got their quirks. None of them are perfect by any stretch of imagination. But I really did like MailerLite, I liked their support I got on their chat talking to them about something. I find it fairly okay to do everything I needed to do. It all work.

You could connect it up. Um, it was pretty good to be honest. So I was looking at the pricing. So MailerLite starts. Oh, hang on. I've got it on my screen over here. I should've had it written down. So MailerLite starts at free. So zero cost for up to a thousand subscribers. So that's a thousand different people on your list.

That's a good size list, right? That's going to take you some time to do potentially. I dunno, you might just suddenly whip up a landing page and boom, everyone's opt in it. But yeah, a thousand people, that's quite a lot of people and you can send up to 12,000 emails a month, which again is a lot. Now the only thing about the free version is when it comes to all the stuff you need to do the automation bit. And the stuff you need is a landing page, which is a page that isn't normally held on your website. You can also embed a form on your website and MailerLite hooks up with WordPress and all that sort of good stuff. So you want a form or sorry, a landing page where you can direct someone to, to say, go here to get this free thing and then get on my email list.

So you can have button MailerLite and then it'll do the automation. So when I talk automation, I'm not talking to any crazy funnels. I'm literally talking. I put in my details, I press submit that automatically then sends me an email and can start a sequence. I have more than one email in a sequence. So MailerLite can do that perfectly.

And you get all those options for free. The only thing is with the landing pages on the free plan, you only get, I think it's four. Is it four or five? Five free landing pages? Yeah, that's it. So you get five free landing pages for the free version. Or you can pay 10 pounds a month, sorry, not pounds, dollars, which right now is about seven pounds and you get unlimited landing pages.

Otherwise they do everything else really, really well for literally $10 a month. And I found it really intuitive. I liked it. You don't get the live chat support. That's not included in the free plan and you don't get, you can't remove the MailerLite logo either. Um, and there premium plan starts at, I think the premium plans start at the $10.

And, um, when you get into the big numbers, they're still really cheap. Say MailerLite really good, really like them. I would definitely consider looking at them if you're with MailChimp, because MailChimp really isn't up to the job. Okay. Let's say you've got quite a few people on your list and you want to be, you know, doing a few more automations and you want a few things and maybe you've got an online product that you want to connect to or a cart.

Next level email systems

Then the next sort of level up are things like ConvertKit, ActiveCampaign and Drip. I should imagine you've heard of ConvertKit and ActiveCampaign. Drip you might not have heard of. The reason I know Drip is because lead pages who used to be a client a while back. And I spoke with her event and used to use lead pages.

A lovely pages. They create landing pages, they own Drip, so it's part of their system. Now Drip doesn't do landing pages, obviously because lead pages do it. So that means you'd have to have two systems. But drip is very good at the automation and the very clever tech stuff. So it's a really nice one. I wrote down the price of Drip, didn't I? What did I write.

So it starts at $19 a month for up to 500 contacts. There's a 14 day free trial though that you can use. And then. When you hit sort of 2000 contacts, it's up to $29 um sorry, 500 to 2000 it's $29. Um, Also the thing with Drip if you're in the States you can also send text messages. There is an extra cost for that, but it's US only US numbers only, which obviously is a bit of a bit of a pain if you're not in the States. But Drips really cool.

If you're a bit more techy, if you're a bit more savvy with that sort of thing, then you can do some super cool stuff. So ConvertKit and ActiveCampaign, these two tends to be really, really popular. They're a fairly good price and they do a bit more than MailerLite. So they're a bit more serious if you like.

Well, I recommended like to give them a run for their money. So ConvertKit up to the first thousand or free, however, and this is what you've got to watch when you look at these things. It doesn't include automation. Now you need the automation to be able to send things. Like without you having to do anything.

So if you do want the automation, then it's $29 a month up to a thousand people. So that's ConvertKit. I think they have a free trial. I think most of these have free trial. ActiveCampaign, they have a light version, which is only $9 a month for up to 500 contacts. But again, you have to read all the stuff that you get.

You don't get landing pages. So if you want the landing pages, then you're looking at $49 a month. So, like I said, MalierLite you can have landing pages and the automation and all of that stuff for nothing. Uh, but you're limited to how many landing pages you can have. It's only five. And then once you've used the five, then you'll need to pay, but it's only $10 a month.

So those, when I look at all four of them, Five of them. Sorry, MailChimp, MailerLite, ConvertKit, ActiveCampaign, and Drip. I'm still really leaning to MailerLite like, especially if you're just starting off. Now, I want to mention one more before I tell you what I use and talk about that. And then I want to sell you one.

Is also great, but very expensive. So there's one called Flodesk. Right? Flodesk is lovely. It makes the most beautiful emails. So if you are all about look, now I am, but my emails go out as text only because I like that personal nature of it. But Flodesk do really, really beautiful emails. The other thing that's interesting about Flodesk is you can get a free 30 day trial without putting your credit card in which is always useful.

And then if you do join, it's only $38 a month, flat rate never goes up, which is really good. If your, if that look is really important to you. Now from a kind of user point of view, it does do automation and you can create a landing page. But it's not, it's nowhere near like the likes of MailerLite and ConvertKit and ActiveCampaign in my experience.

It's definitely one, if you just want something to look really beautiful, cause it does. The other one that some people might know is Infusionsoft. Now I used Infusionsoft for some time before I moved over to Kajabi. And Infusionsoft is insane. Like the stuff it can do is immense. It's so smart, but it's also so confusing.

And there was a whole thing that people nicknamed it Confusionsoft. If you are super techy and you want to do some...

Today’s episode of the podcast is an interview with Shayla Boyd-Gill who is a family, freedom and affluence mentor and creator of Luxe Your Business. She shows women entrepreneurs how to have it all whilst doing what they love. We talk about how you can sell without feeling horrible, your money mindset and how she juggles home-schooling her 6 children whilst running a successful business.

•  Show up with confidence and as a business from the start.
• Your business needs to work for you – giving you the freedom to not have to sacrifice your time with your family.
• Give people the skills so they are not reliant on you – otherwise they will always have to come back.
• When you sell a high ticket item, you need to bring value to your customer and deliver what you’re promising.
• You have enough experience to sell your high ticket item.
• People will pay for what they want.
• If you don’t have an abundant mindset, you will prevent yourself from asking for what you truly want.
• What money stories are you carrying? What are your beliefs? Did something happen around money in your life that has changed your money mindset?
• Higher ticket clients save you time.
• When your clients have invested more money – they will do the work.
• You can’t sell when you’re desperate – people will feel that energy.

• An introduction to Shayla 05:36
• Showing up with confidence 11:29
• Juggling being a mum and a business owner 18:55
• Creating the schedule you desire 26:05
• Selling higher ticket items 30:40
• Money mindset 33:20
• Working with high ticket clients 38:44

CHECK SHAYLA OUT:

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RESOURCES MENTIONED

FREE Email Masterclass

Transcript Below

Hello and welcome to this week's episode of the podcast. How are things? So this week I've got a great interview for you, but before we jump into that, I just want to remind you again, that I'm going to be doing a live email list-building masterclass. It's going to be about an hour long. There on the 29th of June. And if you head over to teresaheathwareing.com/emailmasterclass, then you can find all the details. But basically we're going to look at how to get your first 100 subscribers and the do's and don'ts of building a list.

Some of the pitfalls you should avoid, and some of the ways to help accelerate building your list. So, if you want to join me for that, then please do come along. I would love to see you and you get to pick my brain, ask me questions, which you know is always nice. Okay. This week we got an amazing episode because I interviewed the very lovely Shayla and I'll do her proper intro in a sec.

But basically we talked about money and charging and selling. Things that I think most of you listening are probably like, "Ooh, not so much thanks." And I think I know lots of you are female. And I think for women, sometimes that is a very difficult thing to do, to have faith in what you charge. To feel strong about what you charge and to go out there and ask for it.

And we often, I see this a lot with my members. They undercharge, they, they think I'm not worth that money or they think I can't possibly charge up money or someone's not going to be, think I'm worth it. And I would say, I think that's more of a feminine thing that we think like that. So this episode is a really good one because not only does she talk about How to sell a high ticket item without being sleazy and horrible. And if you don't have a high ticket item, don't panic because we talk so much more around this. But how you can sell without feeling horrible. She also talks about mindset around pricing and money and getting comfortable with us going out there and saying, "This is what I charge."

And then the other thing she talks about, which literally blows my mind is the fact that she's a mum of six. Six children like wow. And she homeschools them. Wow. Running a very successful business. Now, do you know what I've just recorded the episode I did last week. Cause I'm batching. So I record all at the same time.

And in that episode, I talk about the fact, if you didn't listen, I want, uh, I want a home manager. I want someone to help me with the house and the food and the everything else, because it's so much work could have just got a daughter who is only here half the time, because she lives between me and her dad.

I've got a step son who's 18. So it doesn't really take a whole lot of looking after and two dogs and me and my husband. Like I maybe should that have a word of myself? Do you know what I mean? Like if I can't manage, but yeah, like six children. So, let me find her official bio to review. Okay. So Shayla Boyd-Gill juggles being an entrepreneur with being a wife of 24 years and a mum of six homeschool children still can't get over that.

She went from bankruptcy to multiple six figure business and now Shayla is a family freedom and affluence. Gosh, I can't speak. How many times I told you, I hate reading Affluence Mentor and creator of Luxe Your Business, Sales System and a sales strategist who shows women entrepreneurs how to have it all – family, freedom, and affluence – while doing what they love.

She teaches her clients service-based businesses to restructure their businesses and live by boosting their higher ticket sales so they can make more money in less time without a heavy client load. So she really is an expert at this. And like I said, she was, so we had such fun. I love it when that happens. Sometimes when I'll have people on the podcast I've never actually spoken to them before the time I interviewed them, but it was just so nice to chat to her. She really is lovely. I'm always going to link up to everything in the show notes, but I hope you enjoy today's episode.

I am really excited today to welcome to the podcast Shayla Boyd-Gill. Shayla, how are you doing?

Shayla: Doing great Teresa. So glad to be here.

Teresa: Great stuff. Great stuff. We were just chatting about COVID before we got on and about how we can't wait for the world to open up and fly somewhere amazing again, because you live in a lovely part of the states and, and a part I've not been to. So yeah, I can't wait.

It's either that we, like, I chat by all the weather when someone's not from the UK. It's like, So what's the weather like that now. It's a very British thing we like to ask about weather mainly because it appears that lots of other countries have better weather than we do. So think that's why we ask all the time.

Anyway, we didn't bring you on to talk about that. So. Well, you always start off the same way with you telling my audience how you got to do what you're doing now and your story is pretty cool. So I will just let you get on and say that to us.

An introduction to Shayla

Shayla: It's a pretty wild story, you know? Um, again, thank you for letting me be here.

So my journey definitely started from a world of birthing. I was a doula, a childbirth educator, and lactation consultant. So all about babies. And from there I understood in that field, there was an issue with abundance. That's a giving community. It's, we're giving of our energy, we're bringing in new life, but there was a lot of issues around charging for services.

Teresa: Right.

Shayla: I understood the value of the services that I provided. And so I was okay with charging for them. And I actually started teaching other birth workers to do the same. During that time, I worked so hard that I burned out pretty quickly because I was gung ho. So I knew I could teach women how to sell, but I didn't have to stay in that industry.

I decided I'm not going to continue to do the birth work after over 300 births. I needed to figure out how I could spend time with my kids. I have six by the way, and preserve my energy. So I said, let me take this skill. And the skill I understood it. I understood how to build a business. I understood how to sell.

I understood how to transform lives. And so from there, I went into the coaching business and it was a gradual thing for us. I coach birth workers. Then I brought on other women that were just starting their businesses. And I've been able to grow that rapidly over the years and sustain the business through everything that we've been through.

It's been a journey and it was definitely, it was up and down and touch and go at points. But I was able to figure out how to make it work.

Teresa: Okay. So there's like, I just pulled across my notebook and quietly tried to pick up my pencil to jot a few things down. So I didn't forget them. Cause you just like really casually said a whole load of things there. First off, like I've got to ask about the job as a doula because that is now we, we do have doulas in the UK, but they're not very well known.

I think it's definitely more well known in the states.

Shayla: Yeah.

Teresa: But like, what was, how did you get into doing that? Cause it's not a midwife is it?

Shayla: No, it's not a midwife. Your midwife certify can catch and deliver a baby. I always say the doula is the person that's with you from the beginning of the pregnancy until you've had the birth and a little beyond. We spend more time with you than any provider that you'll ever pay to be with you. Because we are the mindset coach. We are the physical coach, the trainer to get you prepared for it, with all of the knowledge you gain from their professionals, we're there to advocate on your behalf.

And so I started because I had three really amazing birthing experiences. And what I noticed was the community that I came from, women were having awful stories. Like when you talk to people and you say, "Hey, you know, how was the, how was the birth?" They're like, "Oh, it was horrible. It was the worst thing ever. Or this thing happened. Or my doctor did this and I had surgery." And we know surgery is necessary sometimes. But what we saw there were women who felt like they weren't being heard. No one was advocating for them. They were being told, this is what you're going to do, but no one ever asks them, what do you want?

And I said, if my experience was so great, there's a gap here. Something's missing. Maybe it's an education gap. Maybe it's just not having access or knowing that these services exist. And so my job was really to share with my community and beyond opportunities that are out there with your birth experience and how could I help you to stand up for yourself in your family?

And it just took off. I was like, first let's teach you, let me become a childbirth educator. Then my students would ask, "Could you come to the birth with me?" I'm like, "Oh, really? You want me in your birth? I thought that was weird." But I'm like, "Oh, that's a thing you really want me." And it just, it was a natural next step for me.

And I just, I knew I had a mission to advocate for women and make sure they had better birthing experiences, especially here where I live.

Teresa: That's amazing. And like, I can, as you're talking, I can totally hear why there's an abundance problem and why there's a being charged for what you do. Because you do something where now I'm going to surmise a lot.

And if I'm wrong, by all means, please call me out on this. Right. You can do something that is probably quite difficult to get down on paper, like same with some coaches. Okay. So when people are like, what do you actually do? No, but how do you actually help? Sometimes I got a team member in my team who her job is almost like an exec kind of right-hand woman thing. And if someone said to me, what does she actually do for you? I'd like...

Shayla: It's hard to say.

Teresa: I don't know how to explain it. But I know that when I get on a call with her and I talked things, things through through, and she talks back to me and helps me get them straight in my head, but it's like, yeah, you're worth every single penny I pay. Try and then justify it.

It's really hard. And not only. Have you got that difficulty, which I can see lots of coaches having and lots of people in a more supporting role, but also your doing something that, one, there are people there to do it. Now, obviously in the states, it's very different here we have the NHS, so there's a, it's entirely free. Two, it's a very natural thing.

And again, when I think about coaches, you know, well, you should just be able to be happy or you should just be able to cope or, you know. So I can, I can understand the issues around the abundance. How did you tackle that and how did you, what were your skills for kind of going, this is what you paid for it?

Showing up with confidence

Shayla: Yeah. So I, I understood number one, just showing up. I looked at what was already existing and I looked at how the women in my industry in the birth industry were showing up. So we had this running joke, you know, we're in Birkenstocks. Yeah. So we were the sandals, I don't know if you all are familiar with the match. We're hippie.

Teresa: Yeah.

Shayla: But I wasn't hippie. You know, and I'm like, "Huh, okay. Do I fit into this community?" So I walked in, I knew, I know something that you don't know. And I know something that you need to know and I would sit people to invite me into their homes. I would have a conversation and I will let them know. I want to be able to guide you.

I don't want to replace your husband or your partner. I don't want to tell you what to do. I want to guide you to get what you say you want. And I always promise there's nothing guaranteed.

Teresa: Yeah.

Shayla:  I can not guarantee the outcome, but I can guarantee that you'll have an experience that you will feel proud of no matter how it is.

And that's all they wanted. It's all they wanted. And so I would show up in the first thing people started saying this "You're so professional." I'm like, "Well, how are people showing up here? I'm confused." Because we were showing up as our, our hippy holistic self, which is fine. But I had order, I had content and I didn't know what content was at that time, but I came, I would have information packets for them.

I had branded folders. And my husband's like, why are you buying these laminated branded folder? I didn't know why, but I'm like, I want my business to feel and look like a business. Birthing schools train you to do the work of a doula or a childbirth educator, but they don't train you to own a business.

And so I said, I want it to feel like a business. So I'm spending money on this training. It needs to feel like a business. I had branded shirts. So I walked in as a business owner that happened to be someone that was able to guide and support them through a holistic experience. The holistic, the holistic experience didn't look and feel like a holistic business that was not cared for. They understood, this is going to, this person's going to take care of me. This is a real business. I trust giving my money to this company, even though it was just me, they trusted the brand.

Teresa: Yeah.

Shayla: That's what it was.

Teresa: And I think you've hit on it in perfectly. You, you showed up as a business and therefore it made perfect sense that someone was going to pay you for your service because you are a business. And therefore, no matter what it was that you were selling. No matter the skills involved, no matter. You know, because I can only imagine some mothers of the moms would be like, "Oh, what do you need them for? You've got me." Or... I bet you hear that a lot. You know, because they, they didn't see. But when you turn up and go "No, this is how serious I am about it." And how amazing for you in terms of how we built for you must have been because this is the other really interesting thing that I find as a small business owner, but also as someone who teaches small business owners, is that we come into the business world because we're really good at the thing we do. Okay. So you were an amazing doula. I'm great at marketing. Someone else's great coaching, someone else's great at I've got somebody makes wedding cakes and all various different businesses. But the thing that none of us had is how to run a business.

Shayla: That's it.

Teresa: And, and that is like, that is, so I had such a wake up call when I started my business. Because I thought marketing as part business, I've worked with businesses, I'm in a business. Like how hard could this be? This is like, no, it's so different. And that point you said exactly about feeling that you can actually charge when it's up here or when it's experience, when it's not a physical product that I can hand over to you and go, "There you go. It costs me X amount and to make an estimate on there's my price." So, so that is that for me is amazing that you did that at that point, almost like showing your route that the route was the business route.

The doula thing was the thing, you loved it. But so can I just ask, like, what is it like seeing over 300 births? That is just crazy.

Shayla: It's amazing that. When I go back and I look at the numbers and I'm like, really, I still have files. And I, I asked myself, did you really do this? And how did you do this? But I also tell myself, this is exactly why you burned out so rapidly because there was a high demand.

The part of the business, I didn't know was how to bring on a team.

Teresa: Yeah.

Shayla: So had I brought on his team, it had other doulas that worked with me. I was a little afraid of having the...

In today’s episode of the podcast I talk all about making 1% changes to get to your goal and create your dream business.

• 1% changes means you continually improve what you do and how you do it that all add up to big changes in your business.
• Those small changes start to become so inherent that it is not difficult.
• You need to know where you are going and what your goals are in order to start making 1% changes.
• Where are you today and where do you want to be?
• If you don’t have the goal, how can you measure whether you are getting there and if you are going in the right direction?
• Make your goals specific!
• What steps and processes you need to have in place to get to your goals?
• Defer, delegate or delete
• We are not just our businesses, we have everything else in our lives to think about too! The 1% changes can apply to any part of our lives.
• Challenge – tell me via social media or email what you want to change and we can have a chat!
• Celebrate those wins, no matter how big or small.

• What is a 1% change? 02:35
• How to start making 1% changes 09:10

FREE MASTERCLASS – How to get your first 100 email subscribers and the dos and don’ts of growing your email list

Get on the academy waitlist

Michael Hyatt – SMARTER Goals

Detox Kitchen

Transcript Below

Hello, and a really warm welcome to this week's episode of the podcast. How are things? We are in full swing of the nice weather here in the UK, which I'm enjoying no end. And if you follow me on Instagram, you'll see that my long-suffering husband, uh, is building me a greenhouse.

This is not a sentence I ever thought I would hear myself saying. And in fact, I saw some family at the weekend and they were like, You and a greenhouse. I didn't think gardening would be your thing. No, me neither, but apparently it is. So, uh, he is busy. Uh, I've drawn a greenhouse and he's building it. It's amazing.

So keep it on my Instagram if you haven't seen it. Um, also not just from celebrating my, you know, gardening, escapades. I also want to let you know that I have an upcoming masterclass. It's been some time since I've done just a masterclass. But on June 29th, we are holding two live masterclasses all around How to get your first 100 email subscribers and the do's and don'ts of building an email list.

So I've seen some amazing things that people do. And I've seen some things that are really not helpful to build your list. So if you want to come along and join me for that, it's going to be good. There are two times like I said, you'll find all the details on the signup page. It's completely free to do, come and check out if you're looking to, to start to build your email list.

So head over to teresaheathwareing.com/emailmasterclass all one word. Okay. So, uh, remind you about that. And now let go to today's episode. I'm really struggling to record this today, just so you know, I've already stopped several times because I've messed up or forgot things, or I don't know. It's funny, isn't it?

Sometimes you sit down to do these things and it's the easiest thing in the world and the other times your brain goes, oh, "I don't think I want to work that way today." So fingers crossed. I can get through the rest of this without having to stop too many times. So today we're going to be talking about making 1% changes to get to your dream business, to get to your goal.

What is a 1% change?

Okay. And this is, so why, why have I want to talk about this today. Okay. So I've been inspired to talk about this because we've just done something new in the academy. We are now doing every Monday morning, something called an inspired action and that inspired action. So you know how we do challenges in the academy and the members love them.

They get amazing results, but it's like five days of work. It's not like five solid days. It was probably like, I know. 20 minutes a day, if that. Um, but obviously every single day I'm getting them to do something for five days. And sometimes they start off with great intentions and like, yeah, totally need this going to do it.

And then the week gets a bit awry and they lose their way. And as we all do things, get in the way we get busy. So decided as well as having the challenges which we do every other month. I've decided to do a Monday-inspired action. And the idea behind the inspired actions is basically, I am reminding them or motivating them or challenging them to do just one tiny thing.

And, and it's probably something that they know they should do. It's not difficult. They're not going to have to work out, you know, lots of crazy things. It's just something that we all need reminders for. So for example, the one that happened this, because I'm recording it. Was, they had to post in three different places about their email list. To try and get more people on their list.

And one of the members immediately came back saying, this is perfect timing because this has got off my radar recently. And you know, those three places or times that they're going to post, they can just be like, you know, something on social media or it can be, you know, putting together an ad or it could be something like mentioning on a podcast, for instance.

So. Yeah, it's just like just one small thing that I remind them to do, or I encourage them to do every week that shouldn't take very long. And it got me thinking back to the 1% changes. And this is something that I've done a lot of work on myself. Where you know how we see some only do what we do or have the thing that we want.

And we immediately think, "Oh my gosh, I'm never going to get there. I'm never going to like, how do I go from where I am today to getting that thing? It's never going to happen. I can't even see how I'd get there." And we start to compare ourselves to other people. We start to feel overwhelmed with all the stuff and all the, oh my God, I've got to do all these things.

And like, if I am going to. So let's think I'll use the email list version as well. So let's think you want to get to 500 people on your email list and you've currently got 50. You know, you might be thinking, "Well, all the work I've got to do to do that just too much." So one of the things about the 1% changes is you, you only move by 1%. Okay. And then once you've moved that way, 1% you then move the next one by 1%, next by the 1%. And it almost becomes so inherent in what you do and how you do it, that the change is not difficult. That's the whole point. It's like, and I'm going to liken this to a personal journey that I am on currently.

I think I've mentioned before, although I hate mentioning it. So I'm amazed if I have, I don't know. I probably have the, obviously, I'd like to lose weight. You know, I am a curvier lady and have been for some time. I've always been. You know, fairly overweight, I would say at different points in my life. And it's always been something I've struggled with.

And I've gone on, oh God, well I've done a million diets, which leverage out, you can have a name, I've done it. And then I've been on a real health journey over these last six months, I think, as I'm recording this and discovered so much stuff. Like, you know, I had a, this wasn't an intention to go into this whole conversation by the way, but it kind of, you know, helps, I guess. I've had like my DNA tested. I've had every blood test done. You can imagine I've had this test, that test I've paid for two different nutritionists and, and yeah, it's, it's a journey and I'm, I'm slowly working on this journey. I have an amazing small group of friends who we support each other with our health and things, and we message every day.

And we're making these 1% changes because you know what, if someone said to me, "Right Teresa to be healthy, you have to go from..." I don't know, let's think like, well, it's the gluten thing that I'm gluten-free. So going from having no gluten to having all the gluten, to no gluten, that's a massive jump, right? Now, obviously with gluten-free have to.

Cause it was a you know health thing and I'm allergic to it. So. That I have to make that real steep jump, but with everything else, like water, how much water do you drink? Or actually, you know, and this is an amazing lady. I feel like I'm jumping all over the place, but promise. That makes sense. Um, there's an amazing lady that I'm part of her membership called Corinne Crabtree.

And she talks about hers is specifically to do with weight loss. And she talks about the fact of, when she first started her journey, she ate out in drive-throughs every single time, like every meal. So instead of ordering a large big Mac meal with, you know, an apple pie let's say, oh, I hate those apple pies. Not that I could eat them though, but oh, no, she would maybe order a medium meal, like, so she wouldn't, so whereas people think like diets.

And like I said, this is just such a good analogy as like, that's it, you've got to change everything tomorrow. It wasn't about that, it was about taking a 1% step in the right direction. So, and I noticed some people that would be like, well, that's ridiculous. You're still having a big Mac meal. But the point is that is better than where she was yesterday.

And it's a change that she could make that wasn't going to rock her world because it's like any kind of fat crash, whatever. I promise this isn't about dieting. It's just a great analogy. You just can't do it. So again, it's like you saying to yourself, okay, now I'm going to go from having no email lists to building an email list to getting 500 people on and I'm going to be posting every day and I'm going to talk about every day. You're just not going to do it. It's just too much. And again, trying to go from, you know, my team and I, I joked that after the bootcamp that we could all have a week off I wasn't joking I kind of meant it.

And we were crazy busy. Like we've jumped straight from one thing into another and we're doing so much stuff, but I could never have done this on day one. I could never have done this at the beginning. Because it had to be a 1% change, 1% change, 1% change. And then suddenly without me kind of realizing we're at a place that I didn't, you know, that I hope to be at, but couldn't get it straight away.

How to start making 1% changes

I do feel like I've probably just like taking you around the houses to explain, but I promise it's going to become clear. So how did you start making the 1% changes? Well, the very first thing you need to do is where are trying to go? Like, what do you want? What are your goals? You know, I go on and on and on about goal setting.

And I did a whole bootcamp about creating your dream business. And what does that dream business look like? So I'm really, really keen. And it's not just about the business. It's about your family life, your home, your health, your, you know, exercise, whatever it might be about. So where are you today and where do you want to be?

So that's the first thing. So if you have something in your life, like, imagine you sat here listening to me and you know, you're thinking now when there's that I'd love my business to be this, or I would love to, you know, maybe lose weight or I would love to start some exercise or have more time for me or not have to cook every meal in the house, or that's the one that I'd like to work on.

Um, so like, you know, you know, there's a goal of something where you'd rather your life be at that point, or you'd rather your, that thing be at that point. So that's the first thing you've got to know, what is the goal? Cause if you don't know the goal, then how on earth can you measure whether you're getting there and how do you know you're going in the right direction?

So, understand where you want to be and what does that look like? Make it really tangible, make it, when we do the Michael Hyatt stuff. And we talk about it in the academy, Michael always talks about his smarter framework. So, you know, specific, measurable, you know, the drill. I'll see if I can find something to link to in the show notes about it.

I'm sure he's talked about it on a blog. But you know, make it as specific as possible. So don't say I want to grow my email list. Say I would like a thousand people on my email list, I'd like 500 people on my email, email list. Don't say, I want my business to become bigger. Say I'd like to earn X amount of money.

Um, or don't think about "Well I don't want to have to do everything in my business." identify what parts of my business don't I want to do. And you know, what would I get rid of and what type of person that I need to help. So that's the first thing we really, really specific about whatever it is that you are wanting to head towards, get your goal in place. Then obviously you need to know where you are today. So I've got some examples, um, of list-building of having an assistant. I've also got the example of a house manager because I would love a house manager. Like anybody who's listening who runs a house, like, could you imagine like, just not having to do all this stuff?

It would just be so nice, but anyway. You know, so you might be thinking of like all those various things, again, like the, maybe it's a, it's a diet or a health thing, you know, you might think my health, isn't great. And I'd like to improve it. So where am I today? Where do I want to go? So you've got two ends of the spectrum.

Okay. So let's start with our list, building examples. So imagine you're sat there with an email list of 50 people. And you really want to get more than that, and you decided that, and if you can put a timeframe on it, which is part of the smarter framework, then if you wanted to get a 500 people by the end of the year, then great.

Write that down. So I've got 59. I want to get 500 by the end of the year. So then what you need to do is think about what steps could you change? Like what are you doing today? So if you have an email list of 50 people on that, you've just happened to get, because you know, you've worked with them or you've built it up, but just really sporadically and you don't have a system in place. Then you need to start thinking, okay, well, what are the systems I can have in place?

What's the, what do I need to do to get there? But that's where we can get overwhelmed because then I start talking about, I create a lead magnet and the new email system, and then you need to you know, automation and that can feel like a big thing. So where's the 1% in this. Well, the 1% could be, do you know what?

Every week I'm going to make one of my social media posts, a post that says why they should join my email list with a link back to my site where they can find the sign up to my email list. Or the 1% might be, if you don't even have an email list or 1% might be okay, I'm going to find out which email system I should use.

I'm going to ask in a group or something, by the way, if you're just starting out, it's MailerLite, just skip your head there because it's a really good one to start with it's much better than MailChimp. And I've decided that episode 196 is going to be me comparing these different email systems for you.

So you can have an idea of, of where you're at and what you should use. But anyway, back to today. So your 1% might just be making that decision and then you'll know, well, what's the next 1% on top of that. So once I've done that, the next 1% isn't maybe I sign up to it. Can you see how breaking these things down into really teeny tiny steps doesn't feel overwhelming? It doesn't feel exhausting. It doesn't feel oh, my God, I've got so much to do. And we try and do it with everything. So, you know, when we're doing anything, like setting up, ready for build my list to come back, you know, we break down every single step and then we just work through each one at a time. But I'm talking obviously more general long-term goals.

Okay. So that's the email building one. Like I said, if you have a list set up, your 1% is just post, just send a post out. Even if you haven't got a lead magnet, just put a post up and say "Do you want to join my list?" Easy peasy. Okay. Next one. Imagine you want a full-time assistant or you want a team to work with you in your business.

And right now you're working on your own and you're doing all the stuff and you just think, I can't imagine how I'll ever get to the point of being able to bring in that team. So what 1% can you do? Well, the first 1% you can do is get an idea of what you actually want to get rid of. So it might be that you start to write a list as you're working.

Um, and I've done this exercise a few times that basically as I do something, I write it down and then I have a, again, this is a Michael Hyatt thing, actually. I don't know, I'm going to remember exactly, but something like a, hang on, it's in my book. I've got it right here. Uh, delegate. Hang on. Can you hear me like shoveling around on my paper?

Uh, because I have this full focus planner, defer, delegate, or delete. I adjust my mic as well. So I probably went a bit funny, but anyway, defer, delegate or delete. So, you know, that's what I do is I'm doing tasks. I'm like, well, could I have delegated this, or do I have to do this full stop? So. You could start off with the 1% being that, or let's say, you know, what you want to do and you know what you want someone to, to start doing in your business, then why not just start at like, I don't know, an hour a week or four hours a month or something. Because lots of freelance people will do just that amount.

My first VA that worked for me to 10 hours a month. And I remember thinking, what are you going to get done in 10 hours a month? That is nothing. I got an entire month to 10 hours. Oh my gosh. You wouldn't believe the stuff she got done. Because they are just doing an action as in, you know, depending on what you give them, obviously.

But some of the stuff that I handed over initially was like, you know, follow this process that I do. And can you do the same? Whereas it might've taken me I don't know, 10 minutes or...

Today’s episode of the podcast is an interview with Christoph Trappe who is a digital based brand strategist. Christoph has been named as a top content creator, digital marketer and thought leader. Christoph is a journalistic story teller and we talk all about live streaming – how to tell a story and have confidence!

• Journalistic story telling is telling the story around what people need to know in an engaging style – so people want to read it!
• Think about what you stand for and what is unique about you – this is what you need to focus on when you tell a story.
• If you are going to go live you have to be realistic and accept that things do and may go wrong!
• Before going live - think about what you are going to talk about and how you are going to talk about that topic.
• Aim for around 40 minutes for your live stream.
• Decide how often you will go live and commit to it.
• You have to get used to the idea that people may not show up.
• If you are streaming into a platform you use a lot, someone will most likely show up!
• You can stream in multiple places at one time.
• Try to do a solo episode if you are just starting so you can get used to it, then move on to interviews.
• It is a lot easier and more fun when you have guests!
• Going live is not as much prep work for you if you have less time.

• An Introduction to Christoph 02:25
• What is journalistic story telling? 03:31
• How to tell stories for your business 05:52
• Going Live Book 09:42
• Things that could go wrong 11:34
• Getting started with live streaming 19:05
• What if people don’t show up? 22:47
• Should you go live in multiple locations? 25:29
• Solo vs interview 30:15

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Going Live Book

Hello and a really warm welcome to this week's episode of the podcast. How are you doing? So as I'm recording this, the sun is shining. My windows are open and the birds are singing. How very grateful I am for a lovely sunny day. Because honestly I just miss the sun so much. If you're not in the UK, then. And you don't know what our weather is like, we do, you know, we have nice summers, but it's not as nice as California, which obviously it's sunny all the time.

And because haven't been to chapel we've had, what's felt like a really long winter. Anyway, also that was such a precious thing to do. Talk about the weather. I'm not here to give you a weather rundown. So this week I've got a podcast interview for you. I'm interviewing Christoph Trappe who is a US based digital brand strategist.

He has been picked as one of the top 14 content marketers and a top 24 digital marketers. And then top 100 CX thought leaders. He's a journalistic storyteller and we talk all about Livestreaming. And we go into the kind of conversations around how easy is it to be a storyteller and what sort of things you needs to do as well as some of the confidence in livestreaming.

So I think this should be a really good one. I am a big fan of telling stories. If you receive my emails, you will know I am. Uh, I like to explain things in a story because I think you understand them better. Anyway, I'm just going to let you dive straight in. I feel like I should intro more, but I think we're good.

I'm going to link off to everything in the show notes, if you want it. And otherwise enjoy. I am really excited that today I get to welcome to the podcast the very lovely Christoph Trappe. Christoph how are you doing?

Christoph: Doing great. Hey, thanks for having me really appreciate it.

Teresa: No problem at all. So Christoph, we always start the conversation about who are you and how you got to do the thing that you're doing today. So if you can enlighten my audience, that would be lovely.

An Introduction to Christoph

Christoph: So I, uh, I actually started as a journalist, uh, wrote for newspapers back in the day when, when they was mostly printed, we were just making the transition into digital. And then slowly but surely made the move into digital, mostly digital, digital content marketing um, for companies and of course those things continue to evolve. You know, I started as a writer, writing still matters. It's still, it's not dead. Seriously. The written word still matters, but now we have podcasting. Now we have live streaming. Virtual reality will be next. It's already here in some industries.

What is journalistic story telling?

Christoph: So things always continue to evolve. And you know, I'm very interested in how do we use the new technologies, time into our existing strategy, time into our current implementations and really throw our content to parade. So journalists had hard journalistic storyteller, um, on the company side.

Teresa: I like it. So how much of that kind of journalism. Is it, is it basically the same, but performing it or, cause I always thought journalism was a very different skill set to maybe content creation. I know they are both a level of content, but are there more similarities than I imagine?

Christoph: Well, they are pretty similar when you, when you, when you do it well with a company.

And a lot of times I know, um, content creation companies has turned away from journalistic storytelling, and that's not always the right way to go in my opinion. Sometimes it is. Um, but sometimes what it means is, you know, we're really watering everything down and, you know, it's like, it goes through approval, hell of 59 steps where people want to change a word because they'd like it better.

Or they have a childhood memory or whatever, I'm overdramatizing this a little bit, but, you know. And journalistic storytelling really just tells the story around, um, what people need to know in an engaging style. Um, and that doesn't mean we have to tell all the bad stuff or tell, you know, everything.

Um, but we want to, we want to tell that story differently in a way that people actually want to read it. And sometimes, you know, when you look at corporate marketing gobbledygook, quite frankly, nobody wants to read it. And then we wonder why our content isn't performing. So what I found is, you know, when you use some of those journalistic storytelling, um, strategies, you, you can, um, you can change that. And I think about what we're doing right here. Like, you know, 15 years ago. I was on TV. It wasn't any different from what I'm doing here. I got a camera in front of me. I got a light looking at me. I got a microphone in front of me. Only difference is that I'm a lot more casual sitting in today. If you're listening on the podcast, right.

I got a, I got a hat on, you know, I, I I'm relatively well dressed, but I'm not in a suit, you know. So, but at the end of the day, what we're doing here is very similar to, you know, going on TV except it's more conversational.

Teresa: Okay. So I've got you know, I'm thinking of my, my listener, listen to this and anybody's thinking, but I don't know how to tell stories.

Like, it feels like that is a real skill to be able to. Because you know, you're trained journalist. That's, you know, you learn to do that thing. So, so if I'm, uh, you know, solo business owner or somebody starting a business, like how do I start to try and create just the emphasis of story, regardless of my media. How do I do that?

How to tell stories for your business

Christoph: Well, you got to figure out what you stand for. What's different about you. What's unique about you. And I think a lot of businesses fail at that because, you know, you asked them, "What's your goal?" And everybody says, I want to make money. And for the millionth time, I've never heard anybody say, oh, "I don't want to make any money."

That's not your end. That's not the thing that will differentiate you. Everybody says that. What's different about you. How can you help people? What are you trying to do? I'll give you an example.

Going Live Book

Christoph: So the latest book I wrote Going Live, you know, I wrote it because I saw a market problem. And the market problem is, all these companies are starting podcasts, which I think is actually a good idea to do a podcast. But the problem with podcasting, especially for companies, when they just start newest, it's a new channel. They're building it from the ground up. Right? So what I determined is, well, you can grow that. I get it, but you can also maximize it by live streaming your podcasts and by live streaming more because those are existing networks.

So my storytelling differentiator currently is how do you do that? How do you use the technology? What do you need? And so companies need to figure that out. What's unique about you and it can't just be, "Oh, this one little widget is slightly better than the competition."

Teresa: Yeah. Yeah. So would you say that in terms of storytelling that it's not just necessarily the product, but it could be them? Their, you know? Cause one of the things that I joke about all the time is, you know, that I like gin and, and when I say joke, I'm not joking. I really do like gin. But like, so I included it, it's on my website. It says on my home page, you know, uh, on my about page, I think it is that says, you know, I'm from England and yes, that means tea by tea I mean, gin. You know, and, and it's part of my, my character, my story almost. So can that be something personal to them as well?

Christoph: Yeah. And I think you kind of have to do that quite frankly, to, you know, get yourself out there and, and be part of the brand, especially as the founder or, or really anybody at, at a company. It doesn't just have to be the executives, but yeah, absolutely.

Get out there, share your story, stand for something, you know, and, and people will say, well, but who cares about it? I'm like, well, Then who cares about your product? I'm just saying, you know, there's so. Think about it this way. So I got a camera in front of me, 4k camera, you know, how many 4k cameras are out there.

It's unbelievable. You know, how do those companies find a way to stand out? So, absolutely that's one way to stand out by kind of inserting that personality and continuously sharing those stories that, that potentially have an impact.

Teresa: Yeah. Yeah. Okay. So let's talk, uh, before we get, we're going to get on the live livestream.

We're going to talk about live streaming and why as a business owner, you should look at it and think about it and do it. And we'll talk about some of these fears. But before we do, let's just address the book because you're talking about an industry that is so fast moving. So in the book, are you telling me the, the kind of tactics or are you telling me the kind of, you know, premise or basics around it? Because it's funny because obviously even podcast episodes, even blogs, the minute you write them in this industry, the potential outdate. So how do you go and write a book about an industry that's so fascinating?

Christoph: Well, so first of all, you want to have some content that doesn't change, right? So evergreen content that's always important. And the evergreen part of going live is what are the strategies? What are you going to do? How are you going to talk about it? How do you invite guests? What's your workflow? What do you talk about?

What's your style? And there's all kinds of different styles for shows. You know, people have segments, other people have a conversation, other people, a little bit more scripted, which I wouldn't recommend necessarily. So I talk about all those different things, how to get started. That's pretty high level.

And I don't think that's going to be outdated anytime soon. Then I also dive into some of the technology things. Here's how you do it. Here's how you schedule it. Some of those things will probably be outdated at some point, some will evolve. Sometimes the screenshots will change just a little bit.

Um, but the, the context, the content will still work. Um, and then, you know, so, so there is a good mix. And then the other thing that's probably going to be evergreen for, for quite a while. I really talk about every mistake I've ever made, you know. So unmuting the wrong guests, doing this, doing that and all that's in there.

And, you know, you might still make some of the same mistakes, but at least you can think about them. And here's the other thing. You will make mistakes. It happens. It's life, you know, so just kind of roll with it and figure out, um, figure out how to move forward.

Teresa: I think that's so good. And that's, that's something that, you know, we wanted to talk about staying in, tends to live cause I think that's what holds so many people back. Because they are terrified of looking a fool showing up wrong, saying the wrong thing, the tech not working. But I think we just have to look to like real live TV. Like these are production companies that are putting on the stuff and they still make mistakes.

So if you, with your iPhone in your house, you know, we're going to go live. You've got to just be realistic about the fact that I guess these things are going to happen. Aren't they?

Christoph: I mean, things are going to happen. And Jason falls, you know, who of course is a fantastic live stream. He always says there was like 47 dominoes that have to fall and we don't control most of them. Right? I mean, the only one I control is that I'm showing up and looking at the camera quite frankly. And then everything else, you know, it's mic, camera, the internet. I don't run the internet here. Right. The internet has to work. It ships it from here to you, to somewhere else, so then somewhere else. And it's all these different dominoes, so something will happen.

No doubt. And you just kind of roll with it, you know? And even when something happens just to acknowledge it on air and that that's, you know, I've actually, I've lost, um, a live stream guests live on air and I lost him. I actually, I lost his video. So I said, well, I think I lost your video. So why don't you just leave the room and come back and I'll keep talking until you come back, you know?

And he did, and his video never came back. We don't know why. So all we did is we just put up, I just, I was on the screen. I put my logo on the screen, split screen. And on the top, I just said voice of Ryan Carruthers. You know, the master, whatever it was, mastermind, membership something. And it worked, nobody emailed with some angry emails saying, "Oh my goodness, I can't believe it was just you on screen."

You know, like, oh, well, some may have thought that looking at me, but.

Teresa: Yeah you know, but that's up to them isn't it? But you're right. It. So I have a classic, the other week, uh, one of my members came to me and had launched a product. And she was like, what can I do to really get this out here? And we were brainstorming ideas and I said, you could go live.

Let's do like a launch event, go live on your Instagram, which was her biggest following. Um, talk about your product. Maybe do a prize, maybe get some Q and A's beforehand, like create it into a bit of an event. Anyway so she was really nervous. So I said to her, I'll tell you what I'll come on with you, right?

I'll interview you or I'll prep the questions, cause I'm not afraid of, you know, go in live and look, and shoot, but I've managed to do that most days, that's fine. Like, you know, so anyway, I said, I'll come on. And she was really nervous, but you know what happens? What I've got odd. She invited me into the Instagram live.

Something happened to my phone, which again, don't know what or why, but basically my face got really zoomed in.

Part of the live. You can literally just see like the top of my, like, literally like the square was full of my face and everyone's like paying a message of "Faces of I think Teresa is like." "Oh I don't know." like completely owned it.

I was like, I don't know what's going on here. Let me have a look. You know, we were making a joke a bit and of course, but the girl that was on, I was doing the live with like, she completely relaxed. Cause it was like, if someone messed up, Teresa has done it. Thanks so much. But like. Anyway, I messed with the settings or something.

I managed to change something and it was fine and it went back to normal, but you just, you know, you, haven't got a choice just own up to it. It's happening live and you're human and we're humans and things happen. And like you said, lots of them aren't in our control. So you just have to go with it. But it was just, you know, and I just laughed about it and we had a bit of a giggle.

Things that could go

Teresa: It was fine. And that's great. And yeah. But I think that's what people are concerned about. And the truth is it's probably more likely something will go wrong than not. Like, do you not think like how many times have you done lives, where it has literally been slick the whole way through?

Christoph: So it also depends on what your definition of slick is.

Right? So there is. Um, I, I do have a relatively high tolerance for something that being perfect, um, because it's not going to be, and, and you have to think about it. So for example, if I'm doing a live show, if I'm the host, I'm producing it, I'm directing it. I'm the technical person and I'm also the host.

So I have to do all those things, including I have to listen to the guest and then I have to have a conversation with them. In a TV studio, that's like five...

In today’s episode of the podcast I talk all about how you can use the knowledge you have of your perfect customer to create content for social media they are going to love!

•  We have to think about our perfect customer when we are posting on social media.
• When we think about our perfect customer, we have to go deeper than just gender, occupation, location, etc. We need to know what their pain points are, what their aspirations are and what they do in their spare time.
• A pain point is a problem your customer has that your product or service fixes.
• Understanding who your perfect customer is really helps you to create content that really serves them.
• People love emotion – post content that gets their emotions.
• If you have your perfect customer at the heart of all your content, it will ultimately perform better as you are speaking directly to them.

• Defining your perfect customer 07:12
• How to create content for your perfect customer 22:10

• How to find your perfect customer – podcast episode
• Build My List Course
• Dollar Shave Club
• Martha Brook

Transcript Below

Hello and really warm welcome to this week's episode of the podcast. How's things. So I thought I would just have a quick check in and a quick hello. If you've not listened for very long, or if you're brand new to the podcast.

Welcome. I am really grateful that you've decided to listen to this and you know, see what I've got to say, which is lovely. You'll soon realize my style is very natural and you know, I like to call it authentic slash maybe a little bit unprofessional, which is hilarious. Cause I came from corporate worlds or has to be really professional.

But now it's like, I just want to be myself in my business. So, you know, so I just come as I am, as it were, you know what I mean? And, and do this episode just chatting as if you and I were sat having a coffee. I would be having uh, probably two shots of whatever. Cause I like strong coffee with some oat milk, but I particularly like the utterly barista edition.

I don't know if you can get it anywhere else of UK, in case you're wondering. So I'd be starting with that or we'd be at in the evening. And I would be having a drink gin and tonic, probably one of the most expensive super gins that got there because I seem to naturally have expensive tastes even without trying.

And or I'd be with lots of Prosecco or maybe a nice Chardonnay. I love the Chardonnay. The shopping went through really bad patch. Didn't it? When people thought it was like a cheap drink, but I, we've got friends in California, we go to California quite a lot when we're not in lockdown. And, uh, California Chardonnay is just the best.

Anyway, I didn't come on here to share with you my drinks, um, that I liked to drink, but yeah, I record it as if we're just chatting. I don't tend to, when I say I don't tend to edit it a whole lot, Phil, the editor he does. But you know, he doesn't take out my ramblings. So yeah. So I just come on here, I chat, I share all things, marketing and small business marketing with you guys.

And. I love hearing from you. I think it's so nice when you guys reach out, when you share on social, when you tell me you've listened, tell me what you've got from it. And I get it right. I totally understand, because I listened to a lot of audible. And I listened to podcasts. And often they'll be things I think, oh, I want to remember that. Or I'm going to search that or I'm going to do that. But the problem is you're listening to this while you're doing something else, inevitably. And so then actually physically go to your phone or computer and do a thing based off of podcasts. It's hard, it's hard. And anyway, welcome. Welcome to the podcast.

So today, uh, I'm a little bit tired. This is probably not a great first day to come to a podcast with me. I've been doing my bootcamp last week. Which means I was training every single day on screen. And also this week, I'm doing an event for someone else when I'm also on training every single day. And I was talking to someone earlier and I was like, it's pathetic.

I'm only on for an hour, hour and a half tops every day. No, because I still have other stuff that I'm doing around that. Like, I've got another talk tomorrow and then I've got coaching calls my 90 day members. And I was like, it just feels pathetic, but you're like, oh yeah, I have to go live for an hour today and talk about things I love.

And it doesn't actually, but there's something about that energy. It's a bit exhausting sometimes when you're doing it all the time. And I'm not very good at relaxing. I'm not very good at turning off. So, um, I've just got into gardening. If you've been listening for a while, you've probably heard me, which are about it.

If you follow me on Instagram, you seem a garden and everything, but the weather has not been very good. So I haven't even been able to go and switch off and go outside and do stuff. So anyway, it's been a bit of a task in week and today my brain like metaphorically hits a wall about four times. So I was in the middle of teaching something and my brain didn't.

Uh, just have a quick reboot and then I came back. So I'm hoping it's really pretty terrible day to do a podcast episode. Uh, but my lovely team are waiting for this. Um, so let's, let's see how we go. It could be brilliant. Could be awful. I'm joking. I would never put it out if it was awful, might not be the best they got done, but it's not gonna be awful.

And there's certainly gonna be some good stuff. I'm actually, I am really excited about today's subjects because I don't think I've talked about this specifically on the podcast. No, I've talked on the podcast about how to find your perfect customer. And I'm going to link up to that in the show notes, but I want to talk a bit about that, but also about how you can use your knowledge of your customer to create content that they're going to love for social media.

And how does that work? Because I think there's still a lot of people hate the hat. Who aren't thinking about their customer and when they're posting. And I had something the other day where I was doing some training, I was doing a live and we did the whole process of what's your perfect customer. And I am going to go back through it for those of you who don't know it, but probably not as detailed as I did in the first episode or the upset I did when I did it already.

So yeah, this person was saying I was talking like their pain points. I can explain what that is. I was saying, what are their pain points? And this person basically took the product and went backwards to work out what the pain point was now, I guess in theory, that should totally work because there's going to be someone that's going to need to be the customer, that product, but, but really have to start with them.

You have to start with. Who is your customer and what are they all about? And we're going to talk about the types of content that we can do. We're going to talk about how to have content that is engaging for them, because again, so often I see that people just post content that they want to see. They might not realize they're doing it, but they're not thinking about their audience.

And also they're not thinking about just thinking a bit outside the box with that content. I don't mean doing crazy things. Like reels and things. I've tried. I've tried a few reels. I do, you know, I totally get it obviously as a marketeer. I totally get it personally. I do not want to stand there pointing to things or lip sinking or dancing.

It's just not, the funny thing is I don't mind being a bit silly and making a fool of myself. Within the academy to my members. That's absolutely fine. Um, but I just wear it. Yeah. Yeah. I don't think it's for me anyway. Like I said, I can totally get it and if you're doing it and you love it then. Awesome.

And I wish I was a little bit kind of more relaxed about it, but no, not for me. Okay. So I don't necessarily mean thinking that the box like that. I mean, thinking at the box from a, you know, Different types of content and why people don't do it so enough rambling stories. So let's get on with it. Okay. We're going to start off. I'm just getting comfortable. Don't mind me.

Defining your perfect customer

We're going to start off with talking about your perfect customer and how we know who they are and what I'm really going to focus on specifically are things around their pain points. So let me explain what I mean, basically. You've got when people come up with a perfect customer, they think about things like what age they, what sex might they be?

What location are they living in? Marriage status? Do they have children? Do they have a particular job? Those sorts of things. And normally when I say to people who are your customers, that's what they reel off. That's what they know, big tech. Brilliant. But what I want to know is a bit more than that. I want to go a bit deeper because let me give you an example.

Right. Imagine you're an estate agent. If you will, for a moment I'd love actually looking around people's houses. No, just saying that. I just thought what if you have to get to horrible houses? Okay. High-end estate agent. When he gets to go around and look at people's houses, they must see some things.

Anyway, I digress. If you're an estate agent and I come to you and I say, I want to work at your perfect customer. Can you tell me what age is your perfect customer? And they're going to go. Well, it depends like if they're retiring and want to downsize there. Yeah. In their sixties, maybe if they are just starting a, they might be renting a property in an ADA team, or they might be buying their first house age 25-30.

I'm making this up, but you know what I mean? And it's okay. Fine. Uh, what, what sex are they? Well, Any at all. Okay. What location they granted? We've got the location thing. If they're a local agent, it's the local area that makes sense. Marriage status, or some are married. Some are divorced. Some are getting married, some, a single children, some have children, some don't have children, some have step-children. Children, some never want children. What job have they got? Well, here we go. Like every job you can possibly imagine. So you CA that just doesn't work. So, Hey, how is that? That's a state agent going to connect with the customer. Cause that's what it's all about. Okay. When we're on social media, when we're posting content, when we're doing various things to try and get ourselves in front of our perfect customer, we're trying to connect with them.

We're trying to get them to look at something and go, yeah. I hear you that's me or yes. I've experienced that or yes, I agree with that. Or, yes, that makes me angry or yes, that's the same sense of humor I've got. And I think, like I said, sometimes we're looking at like the basic stuff and thinking that's enough and it isn't because I sort of just showed an estate agent.

Has so many varying options around these things. So one of the ways in which an estate agent can and every other business, we're not just talking the state agents, you're all that. Or if you're just going to help us with the state agents, that's not us. I know it's not you, but I just wanted to give you an example.

So. What I like to do is I like to go a bit deeper. So in the other episodes, you hear me talking about behaviors, motivations, and aspirations. You hear me talking about pain points and then have you meet their needs. So on the behaviors, aspirations and motivations it's things like. So when I take my academy and obviously this is the easiest one, because I have done this on my own.

Academy it's things like they have a business they love and they know they can make a difference to serve people. Like that's kind of their motivations. They work hard, but not just in the business. A lot of my members have various other commitments. They have families, they have partners, they have children, they have parents, they have.

Other things that are going on in their life businesses. Okay. But could be better. They might lack confidence. Um, they want that business to grow and be successful, but they want to grow at a pace which is realistic and not at the expense of everything else. That's important in their life. So, you know, when I look at the behaviors, aspirations, and motivations of my customers, my customers are not the hustle customers.

My customers are not there. Get rich, quick online product, just do it customers. They're not them. And that's great because that's not me either. So like I said, I'm not going to go into too much. I just wants to cover that bit. So then we go on to the pain points and with the pain points, this is where, what is the problem that they have got to your product or service fixes.

Okay. So pain points for my members will be things like they've worried that business will fail and they'll have to get a job. They're not making enough money and they want more income and they want the income to be important. You know, some of my members, like I can't wait until I pay the mortgage or I earn more than my partner or, you know, we can retire my partner type thing.

Uh, they're not sure they're using social media. Right. They get overwhelmed. They want to be taken seriously because some people, and I know you're going to be nodding at this bit. Thank you. I'm just playing. Imagine me doing like the quote things at my fingers. Um, at it like the, the, the conversations I've had to, some of my members alike.

They'll say like one friend turned around and went, oh, oh, you actually get paid for doing that. Oh, I didn't realize like, honestly it's exhausting, isn't it? Um, and they want to become more confident. Okay. So actually that's a perfect one to end on because that's the one I'm going to take and use an example.

So I have, my product is a marketing academy. It's a 90 day program. It's the build your list horse. Right? And in fact, I'm going to take the build my list course, because this is a good example. So the build minus course essentially is just about building your email list, which is crazy important. And you should all have one.

And if you don't, then please do checkout. When I next to him, I built my list course, but it's about that. It's about them having an email list. It's about giving them a comics of it. I give them all the swipe files. I give them the camper templates. I. You know, do as much as I can for them so that they don't have to do it, but you know, one of the reasons they won't end up building that list is if they're not confident, right.

And you could argue that that's not where my focus needs to be. My focus is I teach people marketing. However, because I understand my customer. I can't just go in and go. Here we go. Do step two, step three, step four, step five, step six. You've done all the steps nighttime to, uh, put your lead magnet out there and get me wrong less.

Great. Thanks. Bye. Done. It's not going to work because I've got to understand who my customer is and that my customers. Can be a little bit nervous of some stuff and they can be scared of putting themselves out there. They're worried about what people will say and think they've just put together this lovely lead magnet that is advising or, you know, showing people they know what they're talking about.

And they're probably having major, major fear that what if someone downloads and what this is rubbish or I don't agree, or who do you think you are? So, so I can't ignore the fact that confidence comes into it the same way as when you create your perfect customer, you can't ignore the other things that come into it.

So when it comes to creating any content, it comes to creating lead magnets, writing your copy for your sales page, whatever it might be, you need to understand. Them in entirety, not just the thing that you're fixing. Okay. So let me give you another example. So, oh, hang on. I wrote some pain points for our state agent.

I'm just going to go to it two seconds. Okay, so that pain points, right? So, so when you think of pain points, you find things that all of these people have in common. So it doesn't matter whether they are a first time buyer renting a property, selling from one house to another, to get a bigger home. It doesn't matter what level they are.

They are likely to share some of these pain points. So I wrote things like they're worried that the property isn't desirable, of course you are, because then it won't sound. So I remember when I put my property on the market, the state agent happened to be a client at the time because they were the clients of the agency that I ran.

And when he came in, I was like, right, what do I need to do to make this look as good as possible? So they worry about stuff like that. They don't want to be ripped off by having a bad service. So they're worried that they've seen all these online agents and high street agents, and he didn't know what was better than something really expensive and sensitive, cheap.

They're worried their proxy won't sell. Of course, they're all going to worry that property is not going to sell because the whole aim of getting an estate agent is that you have a property that you want to sell. They need to get as much for that property as they can't buy the next property. And again, like, okay, they might not be buying the next property, but everyone is going to want to get the most out of that property as possible, or they want a quick sale.

They want to get it done as soon as possible. Maybe they don't understand the process. Maybe this is more applicable to the first time buyers that, that are uncertain the process. And maybe they don't have to show a property. So can you say, Hey, when I look at those things, When I look at pain points, I can create my customer the same way as.

Niching. So, um, I'm feeling good all over the place here, but I think this is all helpful. I think that's helpful. You probably turned off 10 minutes come and talk to himself. Okay. So I don't have a niche.

Today’s episode of the podcast is an interview with Joyann Boyce who is the founder of social detail which is a social media agency that helps brands increase their brand awareness through social media. Joyann’s main focus and passion is all about inclusion and she is partnered with the shift to create diverse stock photography. We talk all about inclusion and diversity in your social media with practical ideas you can use for your business.

• Inclusive marketing is looking at who you are targeting and the diversity within that.
• There are so many different communities out there – make a conscious effort to engage and connect with them.
• You have to put yourself in circles you haven’t been in before.
• Find your intersectional opposite in your business or sector because you have business to talk about – a reason to engage.
• Find a way to make inclusion in your routine.
• You shouldn’t be posting something that doesn’t have alt-text.
• You can add alt-text in the back of an image on Facebook and Instagram. You can also add alt-text on Twitter if you are on a computer or you can add it underneath as a thread.
• Write your hashtags in camel case – as add capitals for every word so it is easier to read.
• When you add Alt-text – add the context of your image and describe the main things in the image.
• Whatever image you are looking to use – add inclusive words when you search for them.
• Make sure you are following people that are serving inclusivity and variety.
• When you are representing yourself – the best thing you can do is be authentic to yourself.
• We have to come from a place of understanding and appreciating what it is like to feel like you don’t fit in.
• Inclusive marketing is so important because we are shaping the narrative for people who don’t understand or have exposure to diversity.
• Conferences need to have experts across the board with diversity, not just on specific panels.
• We all have privileges and things that oppress us in different ways.
• We have to put ourselves in situations where we understand what other people are going through and what it’s like.
• If you’re not being inclusive, you’re missing out on money.

• My Marketing Academy 01:33
• Introduction to Joyann 09:47
• Diverse stock images 11:15
• What is inclusive marketing? 15:16
• Backlash to diversity 19:58
• How can we be more inclusive in our marketing? 27:07
• Why is inclusive marketing so important? 40:19
• Inclusivity in speaking 43:50
• Let’s move on 52:26

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In today’s episode of the podcast I talk all about the different levels of content you can offer to your audience and if you could be giving away too much for free!

• You should be showing up on social media but also creating some consistent content such as a YouTube Video, Podcast, Blog or Live Video. This is your opportunity to show people you know what you are talking about.
• The whole point of putting content out, is to lead to something you sell.
• The bottom of your triangle is free content – no need to register, sign up, opt in etc – could be podcast, blog, social media.
• The next layer of the triangle is your gated content – someone has to take a step in order to get – this could be your lead magnets that people have to give their email in order to download.
• The top layer is your paid content – any services you sell.
• Be confident and understand what you are offering at each point. There has to be a benefit to your customers at each level.
• Your free content may help solve a few things but won’t take your customers to where they want to be.
• Gated content is more helpful and takes them one step further.
• Paid content gives those transformations and your customers get a lot more of you.
• Even if you’re not ready to sell yet, you need to have an idea of what your product/service is going to look like so you can then create content to point towards this.
• You have to give people a good reason to join your email list or Facebook Group.
• Sometimes, your content doesn’t actually have to be content. You can simply give people a space to connect and have conversations.

• Creating consistent content 01:48
• Explaining the triangle 10:15
• How much content is too much content? 13:36
• Selling your paid product/service 20:41
• Content ideas 26:14

Which content is best for you – podcast episode

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