Your Dream Business

In this episode of the Your Dream Business Podcast, I talked about how to create great lead magnets that actually help grow your email list. I shared the top five dos and don’ts to keep in mind, giving practical tips that work whether you’re just starting out or have been list-building for a while. I also threw in 20 creative lead magnet ideas to spark inspiration and boost your marketing game. Don’t miss it if you want to make sure your lead magnets are doing their job and growing your list effectively!

Master the Basics: Follow the top five dos and don’ts to create lead magnets that attract and convert effectively.

Get Creative: Explore 20 unique lead magnet ideas to keep your audience engaged and interested.

Focus on Results: Ensure your lead magnets are optimized to grow your email list consistently.

 

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

 

Connect with Teresa on Website, The Club, Sign up to Teresa's email list,  Instagram, LinkedIn, Facebook or Twitter

Transcript

Successful list building is crucial to the success of your business, and one of the most effective ways to list build is still through using lead magnets. In today's episode, I am sharing with you the top five dos and the top five don'ts of creating a lead magnet. Regardless of if you are just getting started with building your list or you're a seasoned list builder with multiple lead magnets, this is definitely an episode you want to listen to.

'cause if some of those lead magnets aren't performing, it might just be that you're doing one of the don'ts.

Hello, and a super warm. Welcome back to the Your Dream Business Podcast. How are you doing? So this week I decided to kind of go back to my roots, as it were.

One of the very first things I learned in the online space was about lead magnets and converting people onto your email list. Obviously you have to remember that I come from marketing background anyway, so. I came into the online space knowing a lot about marketing, but weirdly, lead magnets was something pretty, well, I guess no one ever called it lead magnets in other places, like in other marketing things, we had ways of getting people on our email list, but we never talked about lead [00:02:00] magnets or used that term.

So when I came into the online space and I heard the term lead magnets, it was one of the very first things I learned. And actually I ended up going to Minneapolis and doing a three day course with lead pages, who, if you've not heard of them, they're basically help create landing pages, or it's a system that creates landing pages who I used to use.

And I went and learned with them all about how to get people on your email list and everything around conversion marketing, which was really, really cool. So I thought. Do you know what? I'm gonna do an episode about lead magnets because I think it's a subject and something that comes up all the time. So if you've heard me talk about it before, great.

This is gonna be a really good reminder for you in terms of what's working, what's not. If you haven't heard me talk about lead magnets, I'll just take a quick, brief minute to explain what a lead magnet is. So basically you are giving your customers something for free. In exchange, they're giving you their email address and you are [00:03:00] getting them on your email list, which as you will know as a business owner, as an online business owner, your email list is where it's at.

Like I would like to pretend otherwise, but honestly without an email list, even if you have an amazing social media following. You are not gonna be able to necessarily convert people like you can off an email list. So it's so, so important. And basically it's crucial if you wanna grow your business, you need lead magnets in your business.

And I know there are some people out there who are like, they don't really work anymore, or you might have heard that they're not as successful as they were, but honestly. I am yet to find a world where they are not useful and they do not keep adding people to my list. And that is how I keep adding people to my list by having an opt-in that they can choose to come and join my email list.

So today's session, today's podcast is going to be very specifically. Five dos and five don'ts for creating a lead magnet. And then I'm going to give you 20 different ideas [00:04:00] of types of lead magnets. So if you're sat there thinking, I just don't know what to do, or what kind of thing could be a good lead magnet, I'm gonna give you 20 ideas to give you so much good stuff to go at it.

If you have a business owner that is a friend, then please do share this episode with them, because this is something that every business should be doing. I know that I specifically talk to online business owners, course creators, membership owners, coaches. However, every business should have lead magnet.

I am not, you know, in my 21 years of marketing, there is not yet have been a company where I've thought, you don't need one. Now, the type of one you might need might differ, but there's definitely always the need for a lead magnet. Okay, let's get going. We're gonna start with the don'ts first. Let's start on the kind of like, don't do this and then we'll talk about the Jews.

So the first thing, don't give too much away now. I need to explain this because this isn't about making, giving something away that's really good. This is about the number of [00:05:00] things you give away. Again, I need to explain myself. Let's say you are going to do a lead magnet that is a a hundred ways in which you can do something, a hundred ways in which you could lose weight, a hundred ways in which you can grow your business.

I don't want to know a hundred ways in which I can do something that is overwhelming, that's too many, and as we know. When you have doubt or when you have questions, it just means that you don't do anything. You just don't take action. So I would much rather you give someone the three top ways to do the thing, because honestly, the others are gonna waste my time and they're going to waste your time.

No one necessarily needs a hundred ways to do something when. I just wanna know what are the top three ways that I can do it? And you are gonna save me so much time. So if you're thinking more is better, it's not always the case. Give me the thing that's gonna actually give me the transformation, not all the millions of ideas that you have in your head.

So for instance, I have done a podcast episode that talked [00:06:00] about the lead magnets that are working now, and we will link up to that in the show notes. And I basically tell you like the top two or three. That are working right now, and I will say them again later on, even though I'm giving you 20 ideas, like sometimes you might have some of those and you need some more ideas, but this isn't a lead magnet.

This is just giving you ideas. Whereas if I was doing a lead magnet, I would make sure that I'm giving you the top three as opposed to here's all hundred of them. The next don't. Don't be too smart, too advanced, or too complicated. One of the things, again, that I see all the time when someone sends me a lead magnet to review.

One of the things that my grow launch sell program people get is they get me and my eyes on their stuff. So I look at their lead magnets and I will say to them, actually, you know, change this, do this, or. One of the things I say to them often is they're going too deep. They're going too deep into giving the person who's reading it, all the stuff, telling them all the things, and often [00:07:00] they're doing it at a stage where the customer isn't ah, so they're getting too complicated or they're being too smart.

Not in a arsy way, but they're being, you know, they're just trying to prove like, look, I know all this stuff. Whereas your customer is not at your level, your customer. Is it a starting level where you need to just give 'em the basics. And the same as the don't that I've already talked about? If you kind of go too deep, you overwhelm them and they won't take any action.

So even though when you're putting together a lead magnet, you might think everybody knows this. This is ridiculous. It's not gonna add value. The truth is that's not the case. So keep it simple. Don't. Number three, don't make them work too hard for it. And what I mean by that is you need to make it very simple in terms of the process.

You need to make it have a very clear landing page where the only thing you can do on that landing page is actually put in the details for the lead magnet. You need to make it really clear what they're asking [00:08:00] for, what they're going to get when you actually then give them the thing. When you send them that first email, as I talked about in my onboarding email podcast a few weeks back, you need to go, here's your thing.

So in email, number one, here's your thing. Don't make anything too complicated, because if they can't just get the thing that they've asked for, then there's a problem actually as a side. One thing I wouldn't always recommend doing, and I, I can't give you a straight, don't ever do this 'cause there might be some cases that you do.

However, in most cases I would not recommend this is giving them the thing on the thank you page. Because when you give them the thing on the thank you page, so let's say I'm downloading a cheat sheet or something. If I get to the thank you page and it's like, here's your cheat sheet. I have no reason to open your email and it won't get me into the habit of opening your emails.

So don't deliver the thing on the thank you page, but do make sure you've delivered it and only talk about delivering it in email, number one, and make sure that the process into actually getting the lead [00:09:00] magnet is as simple as possible. My next don't, don't. Number four is very, it really like links onto that, and it's very similar to this in the sense of don't ask them for too much information or excessive information to get the lead magnet.

This. The caveat for this is if you're doing a quiz, obviously if you're doing a quiz, you're asking for more information, or if you're doing a survey, you're asking for more information. But people expect to give lots of information on that. What they don't expect is when you say, do you want this download that you basically say to people, can I have your name, your address, your email, your phone number, your.

Two sides, like literally keep it so simple. In most cases, the only things I ask for are your name and your email, nothing else, because again, the more you ask for things from people, the less likely they are to do it. If you're keeping it simple, keeping it really clear, the process is clear, you are going to have less people drop off that process.

The final don't for your lead [00:10:00] magnets is don't give it a boring title. Okay? I talk about sexy titles all the time, and this is so important. You have got to attract me to want to download the thing, so make it sound enticing, make it sound interesting, make it sound something that I'm going to want, that something that I'm like, oh, this sounds awesome.

I definitely want this thing. Sexy title. Obviously, we live in the world of chat GPT and Claude. Ask them to make it sound enticing. Tell them what it is and say, can you create me a title that makes people want to download it? Okay, those are my don'ts. Now onto the dos. Do make your Lead magnet really good.

What I mean by that is, I know our initial idea is to get people on our email list, but what are they going to feel like if they have downloaded something? Yes, tick, you've got the on your email list, but the thing that they downloaded was absolutely pants. They're not going to [00:11:00] see you in a very good light.

They're not gonna think this person's great. They're not gonna think, wow, look at the content they've given me. What else might they have? So do make it really good, like. Give them some actual thing that is gonna help them in their business or help them right now with the problem they've got and wow them.

So sometimes when people get worried about giving too much, which is why this is, I know my first don't, was don't give them too much. But when they talk about giving them too much, they worry about, well, why would someone buy my stuff? But honestly, in most cases, you need to give them something good so they know you are good.

Okay. Do number two, meet them where they're at. Now I'm not gonna talk to you about creating your perfect customer profile. 'cause I know when every time I mention that, like. Mentally, people in their heads are yawning. So I'm not gonna talk about that. I'm going to assume you know who your customer is, and I'm going to say that you need to meet them where they're at.

And what I mean by this is a couple of [00:12:00] things. Firstly, it really helps you understand where they're at in terms of what product you can offer them. So let's say you have a product where I used to have a product where I would help you get started building your email list. And now I predominantly focus on growing.

So growing your visibility, growing your email list. Let's say I had two lead magnets. Lead magnet number one was how to start an email list, which I think I still do actually have, and it lead magnet number two was how to grow your email list. I am meeting my customers where they're at, and not only am I meeting them where they're at, IE, either they don't have a list or they do however.

I am also understanding where they are in their journey, so I know what to offer them next. Because let's say you've just started an email list and I'm going, Hey, to maximize, or like. No, sorry. Let's say I'm focusing on, uh, growing your email list and you don't even have one, then I'm not meeting you where you are at.

So meet your customer where they're at. A really good example of this [00:13:00] is a few years back I used to have a product called Build My List, and I walked people through how to create an email list. It was during lockdown. And one of my clients, one of my students on that program was a, basically, she had a membership or a, a community for a local area.

And they would often talk about, you know, what restaurants were opening, what activities were going on. And the problem was her current audience, like the thing that they were helping with, they couldn't do because it was lockdown. So she decided to create a lead magnet that was all about like the best party ideas for an online or for a, you know, virtual birthday party or whatever it was.

And she was meeting them where they were at at that point, the problem that they had at that time. Now, obviously the idea is that she would go back to her normal content when the world opened up, which she did, but at that point, there was no point in her creating a lead magnet for the best five restaurants to go and visit in a particular area.

If. You couldn't do that. Okay, number [00:14:00] three, do. Number three, do fix the problem, a pain, and basically give them the transformation that they are looking for. I know that with a lead magnet, you're not going to be able to straight up change their world in one lead magnet, and obviously that's what your product and service does.

However. It needs to help them with something they're struggling with. And if you are struggling to think, what should I do, a lead magnet about? What are you asked all the time? What is the question that you end up answering all the time? What do you keep saying over and over and over again to your customers?

That's what you wanna create A lead magnet in the lead magnet has to be of some kind of benefit. So it either needs to help them with a pain or a problem, or help them with their transformation if it's not doing either of those things. The chances are they're not gonna download it. So ask yourself, what is my customer struggling with?

What do they need help with? Go back to the point number two, with meeting them where they're at [00:15:00] now, and what can you create where you help them with something. Number four, make sure that it's easy to consume. Now, what I mean by that is I talked before about don't make it too complicated to get it, but what I mean by easy to consume is make it simple and attractive.

The actual thing you're giving away. For instance, let's say you are doing a video download or something, or you are doing some kind of video for a lead magnet. Don't make them go to one page, then another page. Then click on this thing to watch this video over here. That's, that's not easy to consume if you're doing a PDF Don't have five pages of.

This is why I'm so wonderful. Or this is my story, or this is background information to X, Y, Z. No, just tell them the thing. So I literally use, in the templates that I give away in Grow Launch Sale, I literally give them the template for the first page is the, this is your introduction. [00:16:00] Hi, thank you for downloading my lead magnet or whatever.

You'd never use the word lead magnet, obviously, although I might. Because my audience understand what it is, but you know, this is a brief intro and then you go straight into the content because otherwise they're gonna be like, yeah, great, I didn't want this. I downloaded it to find out the thing. So do number four is make it easy to consume and then do, number five is set the stage for your product or service.

For instance, I could do a lead magnet all about a physical product, right? I could do a lead magnet that is how to do lead magnets for physical products. 'cause there are ways to do lead magnets for physical products. However, I sell nothing to do with physical products. I have no services that help people with physical products.

Therefore, that lead magnet would be pointless because it doesn't lead to anything. It doesn't go to something else...

In this episode of Your Dream Business Podcast, I dived deep with Vicki Knights, a pro photographer and positive psychology expert, about the challenges business owners face with photography and personal branding. We talk about why so many people feel uncomfortable in front of the camera and how to overcome that to look authentic and confident in photos. Vicki shares some great tips on preparing for a photoshoot, feeling at ease on camera, and using photos to boost your personal brand. We also touch on why investing in professional photography matters, how your appearance impacts how your business is seen, and Vicki's unique career blending photography with visibility coaching. This one's perfect for coaches, course creators, and anyone looking to level up their personal brand.

 

Overcome Camera Shyness: Learn how to feel more confident and authentic in photos, so you can showcase your true self for your brand.

Invest in Professional Photography: Professional photos are worth the investment because they can significantly impact how your business is perceived and help build a stronger personal brand.

Leverage Photography for Visibility: Use photos strategically to enhance your personal branding and connect with your audience on a deeper level.

 

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

 

Connect with Vicki on LinkedIn, Website, Instagram

Connect with Teresa on Website, The Club, Sign up to Teresa's email list,  Instagram, LinkedIn, Facebook or Twitter

 

Transcript

Whether we like it or not, as business owners, we have a personal brand and part of that personal brand is showing up and showing our face. And one of the ways in which we do that is through having our photographs taken and posting images of ourselves, whether it's on our website, whether it's on social media.

But why is it that so many of us hate having our photo taken and how can we get over that to make sure that we're showing up authentically and with the confidence that we have in our business, but in our photos today, we are talking all about that with the amazing photographer and positive psychology practitioner, Vicki Knights.

Welcome to the Your Dream Business Podcast. I'm your host, Teresa Heath Wareing. An international bestselling author, award winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast. I am so excited to guide you on the journey of creating a [00:01:00] business and life that you not only love, but one that perfectly aligns with you and the season of life that you're in.

In each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus, we'll be diving into some mindset tools and strategies that keep you focused, motivated, And are going to stop you from getting in your own way. So if you're a course creator, membership owner, or coach, you're in the right place.

Let's get started. Hello and welcome back to another episode of the Your Dream Business Podcast. I am your host, Teresa Heath Wareing . As always, I hope you are doing well. I have to say I am recording this and the sun is shining and the sky is blue and it just makes me feel, so flippin happy and the sooner I can get out into my garden again, if you don't follow me on Instagram then and you're interested in a bit of vegetable growing and baking, you might want to follow me over there because that's what I do when I'm not helping people with [00:02:00] launches and the fact that the sun is shining and spring is coming, it makes me feel so, so happy.

Today, we are talking about something that I think lots of people might hate, and I have learned to love. Today, we are talking about photography and having our photos taken, and being confident on camera, showing up authentically, and how to Be willing to show our faces because at the end of the day, if you're listening to this, I am fairly confident that whether you think you are or not, you're a personal brand, everyone is a personal brand to some degree.

I've been watching a lot of Daniel Preece's content, and he talks about the fact of. how personal brands are way more powerful than companies. If you look at someone like Virgin, he gives this as an example, how Richard Branson has way more followers than any of his Virgin companies. And he gives a ton of different examples.

And it was so prevalent in today's conversation, the fact of we do need to show our face and we need to understand that we [00:03:00] are a personal brand. And today I'm talking with the very lovely Vicki Knights. Vicki is a visible strategist with a positive psychology practitioner and is one of the UK's leading branding photographers.

Vicki uses photography and positive psychology to help business owners to be seen and show up with joyful confidence. She has photographed over a thousand female business owners across the globe over the last 15 years, and her work has been featured internationally in publications like Vanity Fair, Forbes, The Sunday Times, and Cosmopolitan.

Vicki's photography is amazing. Now, I have never had a photo shoot with Vicki. I would like to have a photo shoot with Vicki, and the reason I haven't is because she lives quite far away from where I am, and I just haven't found the time to free up a few days in my diary to be able to go somewhere, for a photo shoot.

The photo shoots that I have are either in my house or sometimes when I go to the States and stay with my lovely friend Mary, who has a beautiful house, [00:04:00] I have photos done with her. She doesn't do them. We have a photographer and someone come in. So I just haven't got round to having some photos done with Vicki, but I want to because she is excellent.

So that's your first job today to go and follow Vicki on Instagram if you don't already, because her photo shoots are just awesome. But we talk about having photo shoots and having photos taken and I say pretty early on that actually, I don't mind it. I quite like it now. I never used to, that was never something that I loved, but I got used to it.

But one of the things that always worried me was how do we show up authentically? Well, also trying to have a really good photo shoot and I tell a story about how I am with my photographer and how I can turn it on really quickly in terms of getting some good photos and how authentic does that actually feel and how authentic is having your hair done and your makeup done and showing up and being positioned potentially.

So we talk about all of that and how Vicki ensures that her customers and people who work with her are [00:05:00] comfortable and do shop as their authentic selves. She also talks about how to feel confident on camera because it's not something, and I think as women as well, it's not something that we're used to doing.

Like. Other than the business friends that I have, my friends and family who are nothing to do with business, none of them have had a photo shoot. And it feels like a very weird and bizarre thing to do when you think about it, when you're not in business. And we talk about this as well. And we talk about showing up and feeling confident and all of that good stuff.

So I think if you are a woman in business in particular, you are going to find this conversation really, really helpful. And if you. need a photo shoot, want to photo shoot, and you're about to have one, then this is definitely going to help you show up with confidence and have your best photos yet. Okay.

Without further ado, here is the very lovely Vicki. Vicki, welcome to the podcast.

Vicki: Thank you. I'm looking forward to an opportunity to talk to you again.

Teresa: Me too. I came on your podcast, didn't I? This is quite some time [00:06:00] ago.

Vicki: Last year. You were one of my first guests, actually. So it must have been last April or May. So yeah, nearly a year.

Teresa: And it was one of the first and very few episodes that I've done where I talked about the journey I'd been through and everything that happened. And not that I don't intend to talk about that, but just unless someone says, can we talk about it? I don't intend to bring it up, but it was really, it was a lovely episode.

And I actually re listened to it. Is that sad? Do you ever do that?

Vicki: Yeah. Especially if I've been a guest on someone else's, you want to make sure that you haven't made a complete idiot of yourself. I always think.

Teresa: Well, yeah. Sometimes I wish I didn't re listen to some, but no, I did re listen to that one because it got such good feedback and, and your audience said really nice stuff as well.

So it was like, okay, let me, let me have a listen to what I actually said. Cause also I think sometimes during a podcast, you forget. what you've actually said and where this conversation went.

Vicki: So, how was it listening back? Okay.

Teresa: It was good. Yeah, it was, yeah, it was good. I'm very, I am very vulnerable, [00:07:00] which is one of the things that we're going to talk about in terms of like showing up authentic and vulnerable and all that sort of stuff.

And I think that's okay. I like that. I like that. I am very authentic and vulnerable and happy to share and all that. So yeah, I was happy with how it came out. I thought you were great.

Vicki: You were fantastic. And I had such great feedback about that. It was such a, I knew when I started the podcast, I wanted you to be one of my very first guests. So I'm very pleased you said yes, but I thought you were fantastic.

Teresa: Thank you. I appreciate that. So you, Vicki, are a photographer and a mighty fine one at that. You, On my list of people I would like to go and have a photo shoot with because your stuff is brilliant and very much like how, how I like seeing photos and how I like them styled.

But I suspect that I am probably very different from most people that you will photograph [00:08:00] because I have learned to love. having my photos taken. That's so good to hear. This is not something that you deal with on the regular, I would imagine.

Vicki: Occasionally it happens. And actually, because I've been doing this for so long, I have a lot of clients come back to me.

And so they know that they like it now. It's always the ones that I am photographing for the first time that just Have this preconceived opinion. They're going to eat it. And then it doesn't feel like them. And then afterwards they're like, Oh, we actually really enjoyed that. It's quite addictive. I want to book another one in.

So yeah, I do get it from my regular clients, but yes, you're right. First time round, people are so nervous about it. And I would say well over 90 percent of the people I photograph first time around just say, I hate the camera. Camera hates me. I don't look like the women on your website. I'm not photogenic. I hear all of that all the time.

Teresa: And how do you deal with that?

Vicki: So how do I deal with it? Well, first of all, it's quite common that we would feel that way. If you think about all the conditioning we have through our lives, [00:09:00] right. Of like, not showing off and not getting too big for our boots. Suddenly actually booking a professional photo shoot feels a bit like, a lot of people just say, this doesn't feel like me at all.

Like booking this is, is a really brave thing for me to do. So I think that's the first thing to just think. Actually, that's perfectly normal that we would feel like that. And I think also the other thing is, and I don't know about you, but this has happened to me quite a few times, is we see an unflattering snap of ourselves, probably on a night out that a friend might've shot, you know, when you think, Oh, I look really good in that dress.

Suddenly see them and you're like, Oh my.

Teresa: That's me on stages. That's me when I speak on a stage because none of them are flattering. Normally I look like I'm gurning and I talk with my hands. So my hands are doing weird things. And exactly what you said, I'll see an outfit and go, Oh, that's not what I thought that looked like.

Vicki: Yeah, exactly. And I can say it's really difficult to take a great photo of someone on stage because you're generally shooting from underneath as well. Which is why I don't, I don't photograph [00:10:00] events. I did a few and then I don't do them anymore because I want people to see their photos and feel amazing, rather than me having to shoot in conditions that I don't wanna be shooting in that I know they're not gonna love because I'm shooting in bad light from underneath their

like you say, like, yeah, it's just difficult to get a good shot. So yeah, that's what, and I know when I look at a photo of me, it happened recently, and I was like, oh no, that is just awful. And I was sh even though I know I can look at that and know why. It's an unflattering photo because the lighting's wrong.

I know where they were shooting from and everything else. But I saw it's like showing my husband and like one of my mates going, does this, is this actually what I look like? And they were like, no, that looks like you with an ugly filter on. So I knew it wasn't that, but you'd still have a moment of going, Oh no, is this actually how people see me?

So quite often when people come to me and they say, I'm really unphotogenic. It's because they've seen those snaps of them that are really unflattering. So once they actually get in front of my camera and see themselves [00:11:00] through my eyes, through, you know, my years of experience, then they go, Oh my God, I've not, I literally had someone last week say to me, I have not had a photo of myself this good since the nineties.

She said, I'm not kidding. I managed to get, you know, a PR shoot one day. I managed to get in front of the photographer's lens in the nineties. I haven't liked any photos since then. And that's just such an amazing feeling. And I think the way around it as well is. Well, one thing is what actually, one thing I did want to talk about is the fact that we, what we see when we see, when someone takes a photograph of us is not what we see in the mirror.

So we are seeing a flipped version of ourself. So often what happens is people are so used to seeing themselves in the mirror. Also selfies, flip it, you're seeing a mirror version of yourself. So then when you actually see a photo, maybe that your friend's taken, you're like. Oh my God, my face looks really weird.

If you've ever seen a video of yourself, obviously that's then flipped. The right way. Even on Zoom, we're mirrored. We've got our mirror image so I can touch my hair and know which way it's going. So it's, yeah, when we sit the right [00:12:00] way, which is how people, how the world sees us, we're like, I don't look right.

And yet, to everyone else, they're like, now they're seeing a flipped version of us. So it's almost like, I always say to people, try and do a bit of exposure therapy. So take photos of yourself and flip it and then look at it. Take a video of yourself and flip it and look at the flip video of you, which is the correct video of you.

Just so you can get used to it and you can see it because we like what we see the most. It's that whole mirror exposure effect. So what we see the most, we like more. So just, it's like listening to your voice. I bet the first time you listen to your voice, same as me, you go, Oh no. And then the more you hear it, like I listen to my podcast all the time. I'm now used to it. You just, I don't love it, but you get used to it, don't you?

Teresa: Totally. And I think there is this element of that, like you said, exposure therapy of the more you do it, the more. you have no choice but to just get on with it and like it and, and actually. not hate it and not hate the result either.

I listen to, I don't actually listen to my own [00:13:00] podcast at all really, but on occasions like this morning when I was recording a solo episode, I kind of edit a little bit as I go, so I might mess up and I'll swear on it. And to save Phil, my lovely editor's ears, I will go back, re listen, delete that bit and carry on.

And although he might, it might be very entertaining for him if I left it in, but Therefore, I don't mind hearing my own voice and I listen, and my stepchildren laugh at me because they'll be like, just listen to yourself again, T, as if, you know, all they ever see on my screen is me looking at myself, listening to myself, like as if I've got this massive ego and it's like, you kind of just have to get used to it.

Vicki: Well, sometimes it's exactly the same thing to me, because sometimes, you know, you're engaging with people on your own reel kind of thing, so I'm on Instagram. comment, you know, replying to comments and stuff. It's like looking at your own stuff on Instagram again, mama. Yes.

Teresa: Yeah. What of it?

Vicki: I'm a complete narcissist.

Teresa: So let's just touch on that in the fact of like, [00:14:00] it is a weird concept and You've been doing this for, did I read, 15 years you've been in photography?

Vicki: Yeah, over 16 years, long time.

Teresa: So when you started, brand photography was probably not a thing.

Vicki: No, it wasn't at all. So I started as a family photographer and used to do headshot photography, we called it back then, on the side.

Yeah, it's a couple of years into my business. I start, I was in...

In this episode of the Your Dream Business Podcast, I talk about why having an onboarding sequence is key to turning new subscribers into paying customers. I walk you through a simple 4-email sequence: delivering the lead magnet, introducing yourself, offering more value, and finally, introducing your product or service. I also share my personal swipe files and examples, focusing on keeping things simple and building a personal connection. Plus, I cover the tech side of automating these emails and managing subscriber tags. This episode is great for business owners and marketers who want to improve their email onboarding process and grow their customer base.

 

A Simple 4-Step Email Sequence: To convert new subscribers into customers, focus on a clear, easy-to-follow email sequence—delivering the lead magnet, introducing yourself, providing extra value, and then introducing your product or service.

Personal Connection is Key: Keep your emails personal and relatable to build trust and make your subscribers feel more connected to you and your brand.

Automate for Efficiency: Set up automated emails and manage subscriber tags to streamline your onboarding process, saving time while nurturing relationships with new subscribers.

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

Connect with Teresa on Tedx (How Social Media is changing the face of Marketing), Website, The Club, Sign up to Teresa's email list,  Instagram, LinkedIn, Facebook or Twitter

 

Transcript

Ever wondered how to turn someone who just downloaded your lead magnet into a customer? Well, in today's episode of the podcast, I am sharing why having an onboarding sequence is so important and also the essential four emails that you need to warm up your new subscriber, help them further, and then introduce your offer.

I even give you examples of what to write in these emails. If you are struggling with your onboarding, this is the episode for you.

Hello and welcome back to another episode of the Your Dream. business podcast. How are you doing today? Okay. We are 394 episodes in. We are just seven episodes away from 400 episodes of this podcast, which is.

wild. And if you have listened for a while or even to many more than just one or two episodes, I want to give you a humongous thank you. I love doing the podcast. I find it so awesome when someone says, I listened to your episode or I listened to your podcast and I look at my stats and see all these numbers of people [00:02:00] who download it and listen to it.

And it just seems crazy to me that there are all these people out there listening to my voice. So I appreciate you so very much. And I want to ask a favor. Now I should be planning something for my 400th episode. And if you've got any ideas, please come and DM me. I would love to hear them. However, what I would really love.

is to get some more reviews on the podcast. So if you have never reviewed my podcast, I would appreciate it so hugely if you could go to wherever you're listening to this, Apple or Spotify or whatever you might be, and go and give me a five star review and tell me what you liked about it. Was there a particular episode that you enjoyed?

Do you like my very relaxed, slightly unprofessional style? What is it that you're getting from it? Why should someone else go and listen to this podcast? Like I said, I would massively appreciate it if you would do that for me. And I know not only it helps me as a podcaster, but also [00:03:00] hopefully helps other people because the reason I do the podcast is it's a free resource.

It takes a lot of work. It costs money. It's probably the, the most consistent and hardest thing I have to do in my business. And it involves the team and it's like a whole big effort and therefore the more people that listen, the bigger impact we have. So I really, really appreciate you doing that.

Okay. So today we're going to talk quite specifically, you know, Sometimes after 400 episodes, I think, what on earth can I talk about? But the truth is, there is still so much I can share. And not only that, but after 400 episodes or nearly 400 episodes, I, my thoughts and things have changed and the industry has changed and what's working now has changed.

So actually for me. probably stuff I talked about many, many, many years ago might have changed or might not be the same advice as I would give today. I know my, I know I have definitely changed [00:04:00] beyond recognition and like I said, some of the things I said back in the day, I maybe wouldn't stand by now, which is why I guess it's good that the podcast keeps going.

So one of the things I want to talk about today is quite specific, but it's on I'm The whole bringing your audience on, because as we know, there are three main areas to having an online business. It's growing your audience, launching your online thing and selling it. Okay. That is the thing that's going to bring you in the money, those three activities.

And that's why my course grow, launch, sell focuses around those three things. I say course, it is more of a program. You, you get to work with me for six months and it's a very small numbers. I keep it tight because I'm one of those people who likes to know who I'm talking to and literally has conversations with every single person in the program.

So The program is focused around those three areas. And as part of that area, the very first one is the grow. And if I could say one thing for you to do in your business, it's [00:05:00] growing your audience, that would make the biggest difference. You can sell something not massively effectively, but if you have an audience, you could still sell some.

You. You could sell the best way you could possibly sell, but if you don't have an audience, you're not going to sell anything. So that grow part is so, so crucial. And within that, there's lots of different things as we know, cause I've talked about it for a while, but one of the key things is getting people on your email list, because we're not just talking about growing

an Instagram following or a LinkedIn following, we want to get them onto our email list. Because as we know, if we've been in this game for a while, the algorithm changes, people's viewing habits change, they change the platform, you now have to do reels or whatever it is. So getting them on your email list means that that data belongs to you.

You are not marketing on borrowed ground, which is what we're doing when we're marketing on social media. They don't get me wrong. I'm not bashing social media. It's brilliant. I have lots of social media people in my world who work with me to grow their businesses. [00:06:00] And it's a great tool and believe me, like back in the day when I started marketing 20 plus years ago, I know terrifying, social media didn't exist.

It wasn't even a thing. People didn't even need websites. So it is an amazing tool that basically has leveled the playing field more than anything else. In fact, I don't think I ever talk about it on the podcast, but did you know, I did a TEDx and my TEDx was about how social media has changed the marketing landscape.

Now, this was a while back because I did that, oh gosh, I can't even think how many years ago now, probably six, seven, maybe more, but I'm going to link to it in the show notes. So if you want to go and have a look at that TEDx, it's on the TED stuff, it's on YouTube under the TEDx thing. So yeah, search my name and TEDx and you'll find it, but we will put a link to it in the show notes.

So yeah, social media really did change the marketing, you know, platform in terms of like the playing field, sorry. In terms of like what is available to small businesses compared to the marketing I did when I first started, which was if you had a [00:07:00] big ass marketing budget, you could do marketing. So I'm not dismissing social media.

It's brilliant, but we want people to come and join our email list. And when people join our email list, we have the job of loving them and bringing them into our world. And one of the areas I want to focus on today or the area I want to focus on today is that onboarding process. Is that what do we do when someone initially opts in to our emails to onboard them, to get them engaged and also warm them up to them potentially buying something from us?

Okay. So I am going to take you through the onboarding emails and the process that I use and I teach when you're doing a lead magnet. Obviously, hopefully, you know, by now what lead magnet is, but just as a quick heads up, if you're new, a lead magnet is something that you're offering to people for free in order for them to give you their email [00:08:00] address.

So for instance, I have a ton of them as you would imagine, but if you are looking at launching and you were to go to. tereseaethewaring. com forward slash launch, or you were looking at list building and you were to go to tereseaethewaring. com forward slash list building, you would find lead magnets that basically will help you with those two things.

And in return, I'm asking for your email address. But then once you sign up, how do I communicate to you and have a conversation with you that basically introduces who I am, what I do, kind of starts building that relationship and then potentially brings you to a product? It doesn't always have to, by the way, but some cases it will.

So when I'm talking about an onboarding sequence, that's what I'm talking about in very simple terms. It is a set of emails that you send that are automated, i. e. you set it up and then you don't need to worry about it. It just gets sent every time someone opts in over a [00:09:00] set period of time, which introduces them.

And then once they've gone through that onboarding, they will then be put into the main emails. And These are what I call broadcast emails, not just I call them, lots of people call them broadcast emails. And those broadcast emails are the ones that you send regularly. So for me, I send an email every Monday, every Thursday.

If I'm in a launch mode, if I'm promoting something, then I will email a lot more than that. I used to be very fearful of that. I didn't like it. I didn't want to bother people. And now I've got over that. We can talk about that on another episode. Actually, can I interrupt this just as a side to say, if you have any ideas of what you want me to talk about on the podcast, episodes that you would find super helpful, then please come and DM me.

Come and DM me over on Instagram. That is my favorite. That is where I am the most. Just search Teresa Heath Warren. You'll find me over there. And come and let me know if there's a topic, a subject, there's something you don't [00:10:00] understand, you want me to talk through. I will happily do that. Just let me know.

Okay. So going back to the onboarding sequence. So the onboarding sequence is literally just a set of emails that are going out. I want to talk you through a very simple onboarding sequence that will get you started and will help you onboard these people so that they know who you are and what you do and potentially lead to a sale if you want it to, but you don't have to, I'm going to talk you through what to put in each email and then hopefully you can use this to set up a very simple onboarding because normally what happens or what can happen is that people just say, here's the thing that you asked for and then that's the only email they send.

So I'm going to talk you through the emails in particular, and then I'll just touch on briefly, kind of a bit of the automation. Obviously, this will depend on what system you're using, but let's talk about those emails first. The first thing I should say is there is a lot of differing opinion out there.

So take what I'm [00:11:00] saying. And if it works and helps use it, there are lots of people who will do like, there are some people who do onboarding sequences of like 90 days or 50 emails. That is not what I'm teaching here. I am teaching you a really nice, simple onboarding thing that you can use today that will introduce you what you do and hopefully start to warm them up to become a potential client.

Okay, very first email that gets sent immediately. So when you are actually setting this up in whatever email system you're using, you want to select immediate as the timeframe, not a day, not one day, not whatever. So the first email that goes out immediately is the actual email that delivers the lead magnet.

And the only objective of this email is to deliver the lead magnet. That's it. Nothing else. One of my main aims with emails is to give you one thing to do, because when you [00:12:00] give people choice, it gets confusing and then you don't get them to do anything. So when someone comes to me and says, which of these three things should I do, or I want to include all these three things, I say to them, if you wanted and wanted that person to take one action, which of those actions would it be, that's the thing to include.

So the aim of email one that goes immediately is just to deliver the thing. What I'm going to do is I'm going to briefly talk you through a little bit of the copy that I use as well, just to give you an idea of what you can include on this. Also, again, as a side, I offer all of these templates and all of these swipe files and so many swipe files in the Grow Launch Sell program.

There is a wait list for the Grow Launch Sell program. It's not currently open. If you go to teresaheathwearing. com forward slash GLS, then you can get on the wait list there. Okay. So email one, like I said, the aim of this email is just to deliver the lead [00:13:00] magnet. Don't include anything else. So I would use a title like here is your whatever it is they've opted in for.

So for instance, if you were offering a lead magnet of a recipe guide, you would put here is your recipe guide. Then it would basically say something simple like welcome and thank you for requesting my whatever it was. I really hope you find it useful. Click here to download. I look forward to seeing what you think.

And then basically I tell them that I will be in touch in a few days time. So one of the other things that people get worried about is bombarding people, bothering people. I think as long as you manage people's expectations. That's fine. If you tell them I'm going to be in touch in a few days time, be in touch in a few days time, that becomes irritating when you a don't do the thing or if you don't tell them and then you start emailing them every other minute.

Email number one, just deliver the thing. The only link in there should be to download the thing that they've asked for. Don't try and say come and see me on [00:14:00] insta. Don't try and do anything else. Just give them the thing because that is what they've asked for. That one thing. So super simple, email one is just delivering the thing.

Email two, which I tend to do on day two. So if you imagine day zero is when you've delivered and day two is the next email. So it's two days later. So I'm going to keep saying the number of days as in when we start count at zero. On day two, the aim of this email is to show the reader that you understand them and also to introduce you and help them know what makes you different from someone else.

For me, I use this email to really kind of say to people, look, this is who I am. This is what, you know, why you want to listen to me and that sort of thing. So, like I said, understand the situation and also to introduce you. This is the kind of swipe that I include for the grow, launch, sell. So in this email that goes on day two, I use the title.

Let's get to know each other a bit better. [00:15:00] And then I say, sometimes emails feel so impersonal. Don't you think first name, but as you'll start to discover, I like to see them as a two way communication. Can't even say the word with my amazing community. And I actively encourage you to email me back when you feel like it, but I understand that it might seem a bit odd as we don't know much about each other yet.

I'll start. So this is the bit where you include who you are, some fun facts, something interesting, and your USP, and then I encourage them to reply and tell me about them. Now personally, and again, this is me and my business, I reply to all of those emails, so they all come into my inbox. The team don't touch them.

They know that those are ones I replied to. It might take me a couple of days, but I will get back to anyone that personally emails me into my inbox off one of my emails, because when I wrote this swipe copy, I genuinely believe that email is a two way conversation and it is part of a community. So like I said, email too, is to show them that you understand, [00:16:00] because in your bio, you might talk about the fact of, I get it.

You know, I have been there. I've done that. I've done the other thing to give you an idea. This is what I've put in one of my onboarding emails. I started off as let's get to know each other. We are now friends. Hi, first name, just in case you're new around here. I thought it'd be nice to get to know each other a little better.

I'll start. I put in a GIF of Grace and Anthony, I think they're, um, so I'm one of those people who love what they do. I was going to write, I'm lucky to be one of those people, but honestly, I don't think it's luck. After 10 years in marketing,...

In this episode of the Your Dream Business Podcast, I talk about why having an onboarding sequence is key to turning new subscribers into paying customers. I walk you through a simple 4-email sequence: delivering the lead magnet, introducing yourself, offering more value, and finally, introducing your product or service. I also share my personal swipe files and examples, focusing on keeping things simple and building a personal connection. Plus, I cover the tech side of automating these emails and managing subscriber tags. This episode is great for business owners and marketers who want to improve their email onboarding process and grow their customer base.

 

A Simple 4-Step Email Sequence: To convert new subscribers into customers, focus on a clear, easy-to-follow email sequence—delivering the lead magnet, introducing yourself, providing extra value, and then introducing your product or service.

Personal Connection is Key: Keep your emails personal and relatable to build trust and make your subscribers feel more connected to you and your brand.

Automate for Efficiency: Set up automated emails and manage subscriber tags to streamline your onboarding process, saving time while nurturing relationships with new subscribers.

 

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

 

Connect with Teresa on Website, (Grow, Launch, Sell), Sign up to Teresa's email list,  Instagram, LinkedIn, Facebook or Twitter

 

Transcript

Ever wondered how to turn someone who just downloaded your lead magnet into a customer? Well, in today's episode of the podcast, I am sharing why having an onboarding sequence is so important and also the essential four emails that you need to warm up your new subscriber, help them further, and then introduce your offer.

I even give you examples of what to write in these emails. If you are struggling with your onboarding, this is the episode for you.

Hello and welcome back to another episode of the Your Dream. business podcast. How are you doing today? Okay. We are 394 episodes in. We are just seven episodes away from 400 episodes of this podcast, which is.

wild. And if you have listened for a while or even to many more than just one or two episodes, I want to give you a humongous thank you. I love doing the podcast. I find it so awesome when someone says, I listened to your episode or I listened to your podcast and I look at my stats and see all these numbers of people [00:02:00">00:02:00] who download it and listen to it.

And it just seems crazy to me that there are all these people out there listening to my voice. So I appreciate you so very much. And I want to ask a favor. Now I should be planning something for my 400th episode. And if you've got any ideas, please come and DM me. I would love to hear them. However, what I would really love.

is to get some more reviews on the podcast. So if you have never reviewed my podcast, I would appreciate it so hugely if you could go to wherever you're listening to this, Apple or Spotify or whatever you might be, and go and give me a five star review and tell me what you liked about it. Was there a particular episode that you enjoyed?

Do you like my very relaxed, slightly unprofessional style? What is it that you're getting from it? Why should someone else go and listen to this podcast? Like I said, I would massively appreciate it if you would do that for me. And I know not only it helps me as a podcaster, but also [00:03:00">00:03:00] hopefully helps other people because the reason I do the podcast is it's a free resource.

It takes a lot of work. It costs money. It's probably the, the most consistent and hardest thing I have to do in my business. And it involves the team and it's like a whole big effort and therefore the more people that listen, the bigger impact we have. So I really, really appreciate you doing that.

Okay. So today we're going to talk quite specifically, you know, Sometimes after 400 episodes, I think, what on earth can I talk about? But the truth is, there is still so much I can share. And not only that, but after 400 episodes or nearly 400 episodes, I, my thoughts and things have changed and the industry has changed and what's working now has changed.

So actually for me. probably stuff I talked about many, many, many years ago might have changed or might not be the same advice as I would give today. I know my, I know I have definitely changed [00:04:00">00:04:00] beyond recognition and like I said, some of the things I said back in the day, I maybe wouldn't stand by now, which is why I guess it's good that the podcast keeps going.

So one of the things I want to talk about today is quite specific, but it's on I'm The whole bringing your audience on, because as we know, there are three main areas to having an online business. It's growing your audience, launching your online thing and selling it. Okay. That is the thing that's going to bring you in the money, those three activities.

And that's why my course grow, launch, sell focuses around those three things. I say course, it is more of a program. You, you get to work with me for six months and it's a very small numbers. I keep it tight because I'm one of those people who likes to know who I'm talking to and literally has conversations with every single person in the program.

So The program is focused around those three areas. And as part of that area, the very first one is the grow. And if I could say one thing for you to do in your business, it's [00:05:00">00:05:00] growing your audience, that would make the biggest difference. You can sell something not massively effectively, but if you have an audience, you could still sell some.

You. You could sell the best way you could possibly sell, but if you don't have an audience, you're not going to sell anything. So that grow part is so, so crucial. And within that, there's lots of different things as we know, cause I've talked about it for a while, but one of the key things is getting people on your email list, because we're not just talking about growing

an Instagram following or a LinkedIn following, we want to get them onto our email list. Because as we know, if we've been in this game for a while, the algorithm changes, people's viewing habits change, they change the platform, you now have to do reels or whatever it is. So getting them on your email list means that that data belongs to you.

You are not marketing on borrowed ground, which is what we're doing when we're marketing on social media. They don't get me wrong. I'm not bashing social media. It's brilliant. I have lots of social media people in my world who work with me to grow their businesses. [00:06:00">00:06:00] And it's a great tool and believe me, like back in the day when I started marketing 20 plus years ago, I know terrifying, social media didn't exist.

It wasn't even a thing. People didn't even need websites. So it is an amazing tool that basically has leveled the playing field more than anything else. In fact, I don't think I ever talk about it on the podcast, but did you know, I did a TEDx and my TEDx was about how social media has changed the marketing landscape.

Now, this was a while back because I did that, oh gosh, I can't even think how many years ago now, probably six, seven, maybe more, but I'm going to link to it in the show notes. So if you want to go and have a look at that TEDx, it's on the TED stuff, it's on YouTube under the TEDx thing. So yeah, search my name and TEDx and you'll find it, but we will put a link to it in the show notes.

So yeah, social media really did change the marketing, you know, platform in terms of like the playing field, sorry. In terms of like what is available to small businesses compared to the marketing I did when I first started, which was if you had a [00:07:00">00:07:00] big ass marketing budget, you could do marketing. So I'm not dismissing social media.

It's brilliant, but we want people to come and join our email list. And when people join our email list, we have the job of loving them and bringing them into our world. And one of the areas I want to focus on today or the area I want to focus on today is that onboarding process. Is that what do we do when someone initially opts in to our emails to onboard them, to get them engaged and also warm them up to them potentially buying something from us?

Okay. So I am going to take you through the onboarding emails and the process that I use and I teach when you're doing a lead magnet. Obviously, hopefully, you know, by now what lead magnet is, but just as a quick heads up, if you're new, a lead magnet is something that you're offering to people for free in order for them to give you their email [00:08:00">00:08:00] address.

So for instance, I have a ton of them as you would imagine, but if you are looking at launching and you were to go to. tereseaethewaring. com forward slash launch, or you were looking at list building and you were to go to tereseaethewaring. com forward slash list building, you would find lead magnets that basically will help you with those two things.

And in return, I'm asking for your email address. But then once you sign up, how do I communicate to you and have a conversation with you that basically introduces who I am, what I do, kind of starts building that relationship and then potentially brings you to a product? It doesn't always have to, by the way, but some cases it will.

So when I'm talking about an onboarding sequence, that's what I'm talking about in very simple terms. It is a set of emails that you send that are automated, i. e. you set it up and then you don't need to worry about it. It just gets sent every time someone opts in over a [00:09:00">00:09:00] set period of time, which introduces them.

And then once they've gone through that onboarding, they will then be put into the main emails. And These are what I call broadcast emails, not just I call them, lots of people call them broadcast emails. And those broadcast emails are the ones that you send regularly. So for me, I send an email every Monday, every Thursday.

If I'm in a launch mode, if I'm promoting something, then I will email a lot more than that. I used to be very fearful of that. I didn't like it. I didn't want to bother people. And now I've got over that. We can talk about that on another episode. Actually, can I interrupt this just as a side to say, if you have any ideas of what you want me to talk about on the podcast, episodes that you would find super helpful, then please come and DM me.

Come and DM me over on Instagram. That is my favorite. That is where I am the most. Just search Teresa Heath Warren. You'll find me over there. And come and let me know if there's a topic, a subject, there's something you don't [00:10:00">00:10:00] understand, you want me to talk through. I will happily do that. Just let me know.

Okay. So going back to the onboarding sequence. So the onboarding sequence is literally just a set of emails that are going out. I want to talk you through a very simple onboarding sequence that will get you started and will help you onboard these people so that they know who you are and what you do and potentially lead to a sale if you want it to, but you don't have to, I'm going to talk you through what to put in each email and then hopefully you can use this to set up a very simple onboarding because normally what happens or what can happen is that people just say, here's the thing that you asked for and then that's the only email they send.

So I'm going to talk you through the emails in particular, and then I'll just touch on briefly, kind of a bit of the automation. Obviously, this will depend on what system you're using, but let's talk about those emails first. The first thing I should say is there is a lot of differing opinion out there.

So take what I'm [00:11:00">00:11:00] saying. And if it works and helps use it, there are lots of people who will do like, there are some people who do onboarding sequences of like 90 days or 50 emails. That is not what I'm teaching here. I am teaching you a really nice, simple onboarding thing that you can use today that will introduce you what you do and hopefully start to warm them up to become a potential client.

Okay, very first email that gets sent immediately. So when you are actually setting this up in whatever email system you're using, you want to select immediate as the timeframe, not a day, not one day, not whatever. So the first email that goes out immediately is the actual email that delivers the lead magnet.

And the only objective of this email is to deliver the lead magnet. That's it. Nothing else. One of my main aims with emails is to give you one thing to do, because when you [00:12:00">00:12:00] give people choice, it gets confusing and then you don't get them to do anything. So when someone comes to me and says, which of these three things should I do, or I want to include all these three things, I say to them, if you wanted and wanted that person to take one action, which of those actions would it be, that's the thing to include.

So the aim of email one that goes immediately is just to deliver the thing. What I'm going to do is I'm going to briefly talk you through a little bit of the copy that I use as well, just to give you an idea of what you can include on this. Also, again, as a side, I offer all of these templates and all of these swipe files and so many swipe files in the Grow Launch Sell program.

There is a wait list for the Grow Launch Sell program. It's not currently open. If you go to teresaheathwearing. com forward slash GLS, then you can get on the wait list there. Okay. So email one, like I said, the aim of this email is just to deliver the lead [00:13:00">00:13:00] magnet. Don't include anything else. So I would use a title like here is your whatever it is they've opted in for.

So for instance, if you were offering a lead magnet of a recipe guide, you would put here is your recipe guide. Then it would basically say something simple like welcome and thank you for requesting my whatever it was. I really hope you find it useful. Click here to download. I look forward to seeing what you think.

And then basically I tell them that I will be in touch in a few days time. So one of the other things that people get worried about is bombarding people, bothering people. I think as long as you manage people's expectations. That's fine. If you tell them I'm going to be in touch in a few days time, be in touch in a few days time, that becomes irritating when you a don't do the thing or if you don't tell them and then you start emailing them every other minute.

Email number one, just deliver the thing. The only link in there should be to download the thing that they've asked for. Don't try and say come and see me on [00:14:00">00:14:00] insta. Don't try and do anything else. Just give them the thing because that is what they've asked for. That one thing. So super simple, email one is just delivering the thing.

Email two, which I tend to do on day two. So if you imagine day zero is when you've delivered and day two is the next email. So it's two days later. So I'm going to keep saying the number of days as in when we start count at zero. On day two, the aim of this email is to show the reader that you understand them and also to introduce you and help them know what makes you different from someone else.

For me, I use this email to really kind of say to people, look, this is who I am. This is what, you know, why you want to listen to me and that sort of thing. So, like I said, understand the situation and also to introduce you. This is the kind of swipe that I include for the grow, launch, sell. So in this email that goes on day two, I use the title.

Let's get to know each other a bit better. [00:15:00">00:15:00] And then I say, sometimes emails feel so impersonal. Don't you think first name, but as you'll start to discover, I like to see them as a two way communication. Can't even say the word with my amazing community. And I actively encourage you to email me back when you feel like it, but I understand that it might seem a bit odd as we don't know much about each other yet.

I'll start. So this is the bit where you include who you are, some fun facts, something interesting, and your USP, and then I encourage them to reply and tell me about them. Now personally, and again, this is me and my business, I reply to all of those emails, so they all come into my inbox. The team don't touch them.

They know that those are ones I replied to. It might take me a couple of days, but I will get back to anyone that personally emails me into my inbox off one of my emails, because when I wrote this swipe copy, I genuinely believe that email is a two way conversation and it is part of a community. So like I said, email too, is to show them that you understand, [00:16:00">

In this episode of Your Dream Business Podcast, I chatted with Caroline Cox from Caroline Cox Marketing, a boutique agency in Nottingham, England. With over 20 years of combined marketing experience, we got real about what marketing is (and isn’t), busting the myth that it’s a quick fix for business success. Caroline shares her journey—from working in marketing to launching her own business while raising a young family—and how her story mirrors mine in many ways. We talked about why long-term strategies matter more than quick wins, the challenges of personal branding, and the ups and downs of running a business while balancing family life. Packed with honest insights and useful takeaways, this episode is perfect for business owners, marketers, and anyone trying to juggle entrepreneurship and family.

 

Marketing is a long game – There’s no overnight success. Sustainable business growth comes from consistent, long-term strategies, not quick-fix tactics.

Personal branding is powerful but challenging – Standing out in the marketing industry requires authenticity, visibility, and confidence, which can feel overwhelming but is crucial for success.

Balancing business and family is tough—but doable – Caroline shares how she manages entrepreneurship while raising a young family, proving that with the right mindset and strategy, you don’t have to choose between the two.

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

 

Connect with Caroline Cox on Facebook, Instagram, Website or LinkedIn 

Connect with Teresa on Website, The Club, Sign up to Teresa's email list,  Instagram, LinkedIn, Facebook

Transcript

Teresa: Marketing is often seen as the magic bullet that is going to be the answer to all of your prayers, but can we really do something in marketing and then suddenly the sales flow in or does it take a bit more strategy and a bit more time than that? In today's episode, I'm speaking with a marketer of 20 something years who shares with us what marketing should really look like in your business.

Hello and welcome back to another episode of the Your Dream Business Podcast. On today's episode, I interview someone who's been in my world for a while. It's funny, I always talk about people being in my world and when I set up the community aspect for my one to one people, my accelerator people, and for people who are buying Grow, Launch, Sell, the community is called Tease World because the team decided that That was a cool name, given that I constantly talk about people being in my world, but today's guest really has been in my world for quite some time.

Today, I'm interviewing the very lovely Caroline Cox. Caroline is the owner of Caroline Cox Marketing, a boutique marketing agency that is based. near, I don't know, it's in Nottingham, but basically in the middle of England. [00:02:00] And Caroline has been working with me for years and years and years as a member of my membership.

And it has been so amazing to see how her business has changed, how she's changed, and also to have a fellow marketeer to talk to because. Her story is really similar to mine in the sense of she was working in marketing and dad 15 years in it, had done her degree in it, and then basically decided to start her own business when her children were little.

So again, really similar to the story that I had. And in today's episode, we have a really great conversation about marketing in general and what we should be doing. When we think about marketing our businesses and showing up to market our businesses, we also have a really interesting and open discussion about what marketing isn't.

And sometimes in this very fast paced world that we live in, we actually end up thinking that marketing is the answer to everything and it isn't [00:03:00] always. So we have a really cool discussion around that. And then we finally finish off with talking about how she manages her business with a small young family.

So she has three children, two of which are twins, which honestly it's like a bonus child. If you think I'm having another one and you end up with a. third one. But yeah, so we have a chat about that as well. It's a really lovely conversation. And Caroline is honestly one of the nicest people in the world.

So I think you're going to get lots from today's episode. So without further ado, here's the lovely Caroline. Caroline, I am so excited to welcome you to the podcast.

Caroline: So excited to be on your podcast, Teresa.

Teresa: so you have been in my world a long time. which is ace. And there's something Caroline knows is that every time I speak to her, it's like going home.

It's really odd. And there's like a tiny bit of family connection. So Caroline's from near Nottingham in the UK, and I have some family. And one of my cousins, who is probably my favorite cousin lives in Nottingham and has a Nottingham accent. Not that I'm massively close to cousins, but [00:04:00] so whenever I have Caroline, in my world, it's like, ah, it's like coming home.

Caroline: Well, whenever Teresa mentions it, it makes me want to sit up a little bit more and I think, oh, am I being a little bit No,

Teresa: not at all. Not at all. So if you're American listening to this, then obviously, weirdly, how distance wise, how far are we from each other? About an hour and a half, maybe two hours? Yeah, I keep meaning to just double check that, but I think it is that.

And yet we sound so very different, like the accent is wildly different, which I love anyway. Anyway, so apart from I love having Caroline in my world, and she's been a long time, and her accent makes me somehow feel like home. Um, Caroline is joining me today because Caroline works in marketing and like all of us runs a business with a family and all that good stuff.

And two reasons actually why I've had Caroline on is one, I want to talk about that and the whole running a business and being a mom and all of that. And I think we'd have a really good, [00:05:00] honest conversation about that. The other reason I wanted Caroline on is from a selfish coach point of view, because I've been working with Caroline on getting her visibility up, which is something that if you guys listen to the podcast, you'll know I talk about a lot.

And I said to her. With people in my world, I will say to them, why haven't you asked me? So I would love to start on that bit in particular, because when you work in marketing, people will assume you are very comfortable being very visible and putting yourself out there and, and marketing yourself. Talk to me about that visibility challenge and putting yourself out there and what was going through your head as we were doing all that.

Caroline: I think the hardest find is that I have with personal branding, that's a big buzzword at the moment, is personal branding, is, is that you put, you are literally putting yourself out there. I can put myself behind brands, behind companies, and I [00:06:00] am the biggest cheerleader and I will pinpoint things that they don't see and I'll be like, that is your selling point.

But to do it for myself, I find it really difficult. I find it really difficult. And I launched this business when the babies were like six months old and like I'm coming into year six now. And I'm still not sure where I am. It's that transition between mom, business woman, and so much has happened. But this year.

I've given myself, well, you've given me the challenge of visibility and I need to get that personal brand out and just stop caring about what people think or stop caring about perfection. Just make it happen.

Teresa: Yeah. And one of the things that you said that was really interesting is prior to starting your business, which you started when you had your children, you were totally out there doing all the stuff, showing your face.

Why do you think? What's changed? Why is this now so much harder?

Caroline: I know, before, before, the job that I did before, I was [00:07:00] literally like the networking queen. And I would connect businesses together and I'd, I'd give them platforms, you know, we'd run a business awards and things. And then I think it was always a dream of mine to launch a marketing company.

Um, and then I had my sort of now or never, and I just got my head down and just launched the business, but then I just didn't know how to project. myself. And then I think during those six years, I've gone through so many different growth stages. And I was listening to a podcast yesterday, Rachel Heisler, I love.

And she said, you're allowed to change. And I think that's what's happened to me is. I'm allowing myself now to change and I'm not thinking about, you know, the clients that I've had from, from day one, some people I've outgrown and they don't want you to change. When I've looked back, they don't want you to change.

And that sort of knocks you sort of confidence in a way. So it's, [00:08:00] it's a bit of confusion there. Whereas now. I've sort of found myself in a new era where I'm feeling more confident and, you know, I've got proven track record and the clients that I've got on board now, you know, they, they wouldn't care if, if I'm doing certain like presentations or being out there, et cetera, cause they knew, know who I am.

So I feel like I'm sort of in this. different sort of growth stage where I'm more comfortable to put myself out there. Maybe it's cause I have got the credibility and the proven track record now. You know, when you just start a night, it's sort of finding your feet and, and finding your sort of target market.

And I feel like I've found that niche now.

Teresa: But you, what was your, You were doing marketing before you started your business, weren't you?

Caroline: Yeah. Yeah. I, I, an old uni friend said to me not so long ago, she, she lives in Dubai now. And then when we met up, you know, catching up on everything. And she was like, you've literally just done marketing.

Like you did it at uni. And like all of my friends, like they were off in like different careers and stuff. She's like, You've [00:09:00] just stuck to it. And I was like, I don't know. I know it sounds pretty boring when you say it like that, but it's, it's just such a passion man. Like when I started out, it was all very much what's classed as traditional marketing, you know, media and everything like that.

I've been through the transitions and I'm still constantly, I mean, it's, it's never moved as fastly as within the last five years. God, you've got to hold on tight. You've got to know your stuff more so than what it was in the 15 years prior to that. Um, and it's just, it's just something I like to light people up.

I love it when we get results. And you know, when you're dealing with small businesses and they can really feel the results of what you're doing, that really does light me up and that sort of keeps me going. And that, that's sort of where I've always been with, with the roles that I've done, just wanting to sort of shed the light on. on people's qualities and just help them grow.

Teresa: To me it's so fascinating that, and you and I are really similar in the sense of like, we both did [00:10:00] degrees in marketing, we both were doing marketing. How long were you in marketing before you started your own business?

Caroline: Um, about 15 years.

Teresa: Okay. So I was 10 and then started mine and I'm 11 years this year and also you're six.

So, but really similar. And yet, and I can totally feel this with myself and what I've done. You said that you obviously were in marketing for 15 years and you're only now getting comfortable showing your face because you feel like now you have the credibility. Like. Isn't that wild that 15 years in marketing, you were confident, you were happy, you showed up, you did all the things, you then started your own business and you needed to wait for some credibility to actually go, look, I know what I'm talking about.

Caroline: I know. I know. It's crazy. And you know what? I get a lot of comments. And at first, when I launched the business, I got a lot of people saying. Wow, you're brave. And I took that the wrong way to begin [00:11:00] with. And I was like, I took it as a bit of an insult. And then I'm sort of reflecting, you know, you get to that age where you are sort of like the grown up in certain situations.

Teresa: I hate it.

Caroline: I know. It sounds like some younger lady sort of asking me for advice and things. And I'm like, Is it because of my age or is it because of my experience? And then it's sort of, look at you as today. And then I think it's quite important to sort of paint the picture of how you have got there and what sort of mindset tools and, you know, network you've got that's, that's got you there.

And I went, I sort of went back to that wording of, Gosh, you're brave. And somebody else said it to me quite recently. And I thought, no, actually I am brave. It is really brave to step away from the corporate world, that sort of security, that sort of team, that network, and just completely step out. [00:12:00] on your own.

And again, then I sort of then was like, I was confused. I thought you're brave enough to do this and you're good enough to have kept it running for six years. And during that time, the little ones, the COVID, et cetera, I thought now it's time to sort of put your big gill pants on. I've been told about a few times, big gill pants on and now elaborate a little bit more and make yourself.

a bit more visible without thinking what you might put out there, somebody might challenge us wrong. It's not wrong. It's so sort of subjective marketing is, and that's what I needed to get out there with and just find my voice again with it all.

Teresa: And one of the things that we talked about a lot was, you know, you're not saying you're the only voice. You're not saying that everyone else is wrong. You're just saying with your 15 years of experience, with your six years of then experience of running your own business. all the knowledge you've accumulated over that time, this is your take and your opinion and your experience of that. [00:13:00] And you have a place to speak about it like anyone else does, and why shouldn't you find that place?

Caroline: Yeah, exactly. And Sort of, I still find it difficult to find, you know, doing a competitive analysis as you would with any of your new clients. I find that difficult to do in my business for me. And that's not coming from an arrogance of nobody does it like me. It's not quite sure. I'm not the massive marketing agency that, that sort of up the road, but there is a reason why.

Somebody is buying from me. So it's sort of honing in on, on your, your niche, which, which isn't easy, but everybody has a niche. And when you're coming up against having conversations with companies that have worked with marketing agencies, and they've got a style of going in and, and promising the insights and promising the data and promising that, you know, all the metrics, et cetera, and putting a load of budgets together.

They can go in and promise that because then [00:14:00] they've got the, they can go in and do the project and get out again. Whereas where, where I come from, if I'm taking on a retainer client, I'm embedding myself in the business and I'm interested in the long term and I won't work with you if you are constantly panicking and pivoting your strategy because you're looking for the quick wins.

And it's, it's hard because. you'll have agencies that are ringing them up that will promise those quick wins and they'll try and undercut you and they'll be like, we'll get you here within six months for X price. So you know, you're going to have the head turns, but then they're not my people. And that's what I've sort of become a little bit more comfortable with.

And, you know, and the one thing that I've identified is. My accidental niche is family run businesses and they're not small businesses. They are large multimillion pound businesses, but they are interested in the long term because they really do need that sustainability within the business. They want people that they're comfortable with.

[00:15:00] Um, and that's sort of where I've found people that if I'm comfortable with them, I'll, I'll fly. Um, that's where I've, I've sort of seen my niche and that's where I'm going to hone in on. Well, there is a lot of that that's. going on that, you know, the competition that, that can make the promises, but there is no quick win and no easy wins.

You've got to have your long term strategy and you've got to be brave and you've got to stick to it. And my key is always, you need that consistency because you might be looking at the data. Nobody's looking at social media. Nobody's looking at the website. That's what you're thinking of the data, but holistically, when you do get yourself out...

As a business owner we are constantly presenting ourselves and for those of us who can take this a step further and become a speaker it can be game changing for your business. 

After 10+ years of being a speaker and attending hundreds of events I know a thing or two about speaking. 

Thats why in this episode of the Your Dream Business podcast, I dive into how speaking can help you stand out as an expert and grow your business. 

I share the key do’s and don’ts I’ve learned along the way. We cover everything from understanding your audience and crafting attention-grabbing titles to using storytelling effectively and turning audience engagement into business opportunities. Whether you're a seasoned speaker wanting to improve or just starting to explore public speaking for your business, this episode is packed with practical tips to help you succeed. I also highlight the power of authenticity and why less is often more when it comes to information overload. 

I also share my massive bugbear when it comes to speaking - I hope you don’t do this one!

 

Public Speaking Builds Authority – Speaking at events positions you as an expert in your field, helping you gain credibility and attract new business opportunities.

Engagement Matters More Than Information Overload – It’s not about cramming in as much info as possible; it’s about connecting with your audience through storytelling and delivering value they can actually absorb.

A Strong Talk Can Convert Into Business Growth – With the right strategy—like an enticing title, clear messaging, and an engaging delivery—you can turn audience interest into real business opportunities.

 

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

 

Connect with Teresa on Website, The Club, Sign up to Teresa's email list,  Instagram, LinkedIn, Facebook or Twitter

Transcript

THW - Ep 392_Final

Being a speaker isn't just about standing on a stage, delivering a talk. It's about positioning yourself as a go to expert and growing your business. It's one of the most effective tools to make you stand out as the expert and to help you get in front of audiences and have audiences find you. And as a speaker for over 10 years, I know this to be true because this is a strategy I use in my business.

However, there are some major do's and don'ts that can make or break your talk. From knowing your audience to crafting a title that actually gets people to show up, I am sharing everything I've learned from my very first speaking gigs where I would have my laptop and three people, through to speaking on ginormous stages.

So if you've ever wanted to use speaking to grow your business, then make sure you listen to this episode because I'm going to share with you all the things that you do not want to do and all the things that will help you deliver an excellent talk and [00:01:00] convert more people into your audience.

Hello and welcome back to another episode of the Your Dream Business Podcast. How are you doing today? Firstly, I want to thank you for taking the time to join me. I [00:02:00] know that your time is super, super valuable, and I really appreciate you taking the time to listen. And if you haven't subscribed, because lots of people don't subscribe, it's a really interesting phenomenon if that's That's the right way to say it.

If you haven't subscribed, please go ahead and hit subscribe. And if you're feeling particularly generous, I would be so grateful to have you go and give me a lovely review on whatever platform you listen to. I have been getting so much good feedback from the episode I did with Julie Solomon a couple of weeks back.

So if you haven't listened to that, then go back and listen. We'll link to it in the show notes. But the reason I bring this up is because my aim is to make this podcast absolutely amazing for you. And my commitment is that I will bring on the best guests and I will have the best solo episodes with great content for you to take away to help you grow your online business.

And I really need your help to do that. I need you to share the podcast. I need you to [00:03:00] give me nice reviews of the podcast, and I need you to subscribe. So any of those things that you can do, honestly, I'm so, so very grateful. And then, like I said, my commitment to you is to bring you a, an amazing podcast that helps you grow your business.

Okay, on with today's episode. Now, one of my aims this year is to get out to events. Now, you will know I'm a speaker and I speak at different events. However, I am trying to just go to events as well, which you won't believe this is actually really out of my comfort zone. I love it when I'm a speaker at an event because I have a purpose.

I know what to do. I know what my reason for being there is. And when I'm not speaking, I actually get really I'm a bit of an introvert. I actually find it really difficult to go and connect with people and have conversations. So I tend to just kind of sit at the side of a room, keep my head down, keep myself in my own lane.

And I always worry that this makes me look rude and [00:04:00] I'm really trying not to be rude. That's not my aim. My aim is, like I said, I'm just a bit of an introvert, which is so odd because I am so not an introvert at other points. Anyway. It's my aim to get out to lots of events this year. And it occurred to me that one of the things that I talk about all the time is getting in front of other people's audiences.

And one of the ways in which you can do this is speaking at events. And to give you a bit of a background, I started speaking at events. Really early on in my business and I started really small. There's something in the UK called Biz Mums. I don't know if it still exists, but it did when I started the business like 11 years ago.

And they used to, there were mums in business who would meet up in a child friendly. like Playbarn or Softplay. Personally, even as a parent, when my daughter was young enough to go to these, I hated them. I didn't like to take her. So as a business owner, going to these places to go and do a talk seemed very wildly out [00:05:00] of what I would want to do.

But I knew that getting in front of people, them getting to see who I was and getting to decide whether they liked me and my content was a really good way of growing my business. And what I thought I would do today is talk you through. Some of the do's and don'ts of speaking because unless you have been trained to speak years and years and years ago, when I was employed, like, literally, gosh, I don't even want to think how long ago now, I did do a presentation exercise course, but it was literally like a one day thing and it was for corporate.

And I've not really had much official training since then, but I guess the more you do, the more you know and the more comfortable you get. And I thought it'd be useful to go through some of the do's and don'ts of speaking. So if you are thinking about going out there speaking as a method to grow you, your audience, your business, then this is definitely going to be an episode to listen to.

But also, even if you're not thinking of speaking, but [00:06:00] you're thinking of going on podcasts, you present for a living, there is definitely going to be some things that you can take from this episode. So if you're thinking, I don't want to stand on a stage, Teresa, that is fine. I still think there's going to be loads of good stuff for you to take from this.

So like I said, I started speaking really early on in the business, and this is one of the things I'd recommend before I get into the do's and don'ts. I would recommend personally, starting small and growing because in the early days it's about honing your craft. It's about finding how you best work and as we go through some of the do's and don'ts, you'll see that it's not really based on necessarily how I like to present.

Hopefully they're generic things but for instance, I don't do verbatim what I'm going to say. I know someone who is a very good speaker who literally writes a script, records themselves. doing the script and then listens to the script and tries to do it verbatim on stage. If I tried that, [00:07:00] it would be an absolute disaster.

Like it honestly, that would be the furthest from my comfort zone ever. So I tend to go on stage and I joke that I wing it. I don't really wing it, but I just have prompts and I talk around the prompts. So. In the early days, when you're doing speaking in smaller places, smaller groups, and you're having the ability to go, Oh, okay, I did that.

And that didn't work. So I won't do that again. The last thing you want to do is be given a big opportunity, get on that stage and you not be super confident. And the only way you're going to get super confident is by practicing and doing it in real life. Also, the other thing I want to say is it's not just about the big stages.

Now I have got, it's not about speaking, but I've got a great example of this and a story to tell you where I reached out to, I was doing some outreach for podcasts for me to be a guest and I found this podcast and it was pretty new. It didn't look like it was particularly massive. I had never heard [00:08:00] of it.

They didn't have tons of followers. And I reached out to her and I said, are you looking for guests? Would you like me to be a guest? And she so very kindly came back and said, I would love you to be a guest. That would be amazing. And I went on her podcast and her downloads are low. Like she doesn't have many or didn't at the time have many downloads.

However, One thing I want to say is from that one podcast episode, I ended up bringing in just short of about twenty odd thousand pounds. Now, the way in which I did that wasn't by selling something on the podcast. It was about someone, so actually the hosts themselves decided to work with me. And then they recommended me to someone else and they recommended me to someone else.

So I ended up getting three clients from one podcast. And if I had been that type of person, which I am totally not, when I'd gone, well, there's not many downloads, or this isn't a [00:09:00] very big audience, or I haven't really got time for something so small. I didn't, I reached out to her, you know, I was asking her if I could go on a podcast.

If I had never done that, I would never have a built the amazing relationship I've got with the host now who I adore to bits, but I wouldn't have got that business and they wouldn't have referred me to another client who then worked with me, who then referred me to another client. So I just want to make that really clear of like, I know the big stages are so, so attractive and don't get me wrong.

I like speaking on the big stages, but it's not always about that. And especially if you haven't spoke already, or if you're not proficient at it, then starting small is not a bad thing. Okay. Let's jump in to the do's and don'ts. I'm going to start off all positive with the do's, although it's not all negative with the don'ts.

So do know who you're talking to. One of the things I teach in my visibility stuff within my course, Grow, Launch, Sell, is how to come up with three possible talk [00:10:00] titles. And within those three talk titles, you come up with the descriptions and the outcomes, all that various stuff. I give them a framework.

But basically, what three areas could you talk about with absolute ease? The idea of getting them to do that is so when they pitch, they have something they can talk about. However, Sometimes you still need to tweak it based on the audience you're talking to. I was. pitch to go out to Greece to go and do some training.

I'd already spoken for this company and they said to me, we want you to do a whole day of training on content. I had already got some, a presentation put together and I was like, yeah, absolutely fine. This is what I'm going to talk about. This is what I'll cover. And it was about, I don't know, a few weeks before the event.

And I was feeling very happy and very confident because I'd done this stuff before. And. I contacted them or they contacted me and somehow it kind of come out of like, do you want a list of who's in the room? And I was like, oh yeah, that would be really helpful. See, I think they [00:11:00] asked me. I don't even think I asked them.

So I'm literally giving you all my mistakes so you don't have to make them. So they came to me and said, would you like a list? And I said, yes, please. Thank God I said yes, please. Because the content in my presentation, because mostly who I speak to are small businesses. And the content in my presentation was aimed at small businesses.

So my examples were small businesses. One of the examples was me as a small business. Anyway, they sent me a list of who was in the room and it was Greece's number one telecom company, FedEx, and like, basically massive businesses. And the minute I saw that, I thought, Oh no, this is not right. This presentation is going to fall completely flat.

It wasn't the concept or the strategies. It was my examples. My examples weren't going to hit. And therefore the examples weren't going to confirm the strategy that I was telling them to use. So I ended up having to go and get Big examples. So like I chose Dove as a company and a couple of other tech firms because I knew [00:12:00] we'd got some tech people in there.

And I created the same presentation, but I tweaked it for that audience. So do know the audience and if possible, and if you need to then tweak your presentation to match. And sometimes that tweak literally looks like some of the words I say on stage. It's not even necessarily a full presentation review.

It's just, okay, I'm talking to these types of people. I'll slightly change that how I'm speaking. Do number two, have a sexy title. Okay. I know this sounds weird. Your title is first of all, it's got to work really hard. The first thing it's got to do is attract. the event organizers to want you to speak in the first place.

And then it's got to attract the audience to want to listen to what you've got to say. So when I say sexy title, what do I mean? I mean, it's something that is either super intriguing. Maybe slightly controversial, although, you know, I'm not that controversial. So I would err on the side of [00:13:00] caution from that or something that like bucks the trend or something that addresses a problem directly.

So for instance, one of mine is the importance of visibility for business growth, becoming the go to expert in your industry. Now, knowing the people that I. to give that presentation to that would make them go. Yes. I want to be the go to expert. Another one is unlocking business potential. How Chris Hemsworth can help you master your mindset.

Again, intriguing. What like, what is she talking about? So make sure that you have a sexy. I mean, I say that laughingly title, but a title that is going to attract your audience and attract the, when you're pitching the actual event organizers to go, this sounds really good. Another do is tell stories where possible.

Now, as I've gone through this episode, a little bit on purpose, but generally because I like to storytell, I love a story. I've already told you a few stories about, you know, where [00:14:00] I first started off, about how I best started. speak about someone that does it verbatim, and those will be the things that you remember.

People remember stories, and it helps to really solidify a concept or a strategy or an idea. So where possible, I want you to include stories into your speaking, and If you have a theme or a story that runs through the entire talk, awesome. Let's not get too hung up with that, but I'm just, you know, just be aware that telling stories is a really nice, useful way in order to get people's attention and it will keep and hold their attention better.

So where possible, add in stories. Another do, have a lead magnet. The whole idea of you getting in front of someone else's audience is for them to become your audience. And one of the ways in which you're going to do that is get them on your email list. Therefore, offering them a lead magnet is really, really good way to do this.

The other thing in my experience is that people don't [00:15:00] like you to sell from stage. Personally, I absolutely do not like selling from stage. And therefore the only real conversion you're going to be able to get is to encourage them to download a lead magnet. I have done lots of different lead magnets.

I've done workbooks for the presentation I'm giving for them to do at home. I've done my slides that they get, although when I get to some of the don'ts, you'll see why maybe that isn't as useful. I've done just a lead magnet that goes along with it. I've done lots of different things. But definitely have something that encourages them to get on your email list.

And then my final do before we move on to the don'ts is be authentic to you. Now, I have seen this where people have got on stage and they're trying to put on a persona and I, I get it. I really do like, you know, it is a performance. However, you need it to be. You performing as you, not you trying to perform as someone else.

And what happens is when someone gets on stage and tries to be someone else, [00:16:00] it's not authentic. And being authentic is one of the best things that someone can do when they're speaking on stage. Not everyone will like you, and that is fine, we need to be okay with that. In my time I've done lots of different events, and some people get on stage, and some people do not like their vibe, how they speak, what they do, and some people get on stage and they love them, and you don't know whether you'll be on the loved or the not loved....

In this episode of the Your Dream Business Podcast, I discussed content creation with Lyndsay from Jammy Digital. Focusing on the vital question of whether your content is geared towards fame or fortune, Lyndsay shares valuable insights on crafting engaging content that converts into sales. The conversation covers practical strategies for content creation, the importance of transparency, and the role of consistency in achieving business goals. Ideal for small business owners, course creators, and coaches, this episode aims to provide actionable advice to optimize your content strategy.

 

Fame vs. Fortune – Know Your Goal- Before creating content, decide whether you’re aiming for visibility or actual sales. Content that builds a business looks different from content that just gets likes!

Transparency Builds Trust - Being open and honest in your content helps attract the right audience and convert them into customers. People buy from those they trust.

Consistency is Key- Success doesn’t come from one viral post—it comes from showing up regularly with valuable content that aligns with your business goals.

 

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

 

Connect with Lyndsay on LinkedIn, Website

Connect with Teresa on Website, The Club, Sign up to Teresa's email list,  Instagram, LinkedIn, Facebook or Twitter

 

Transcript

Teresa: As small business owners, I think we are all totally accustomed to the fact that we have to create content. But I have a question to ask you, are you creating content for fame or for fortune? There are some social media accounts out there who are massive and yet when they try and sell something. They get tumbleweed.

So which is it? Which content are you creating for fame or for fortune? Today's guest talks all about what she means from that point of view. She shares brilliant content ideas in terms of how to actually engage your audience and how to get them to convert to buy. She also shares this, why being transparent is so essential, not only as it's a good thing to do, but how it can attract your perfect customers.

This is definitely not one to be missed.

Hello and welcome back to another episode of the Your Dream Business Podcast with me your host, Terese Heath Wareing. I hope you are having a wonderful start to your week or middle of the week. or whenever you are listening to this. Also, can I just take a minute to say thank you so very much for taking time out of your day to listen to the podcast.

I know that if you are a business owner, [00:02:00] which I'm sure you are, you are very busy and you have lots of things going on in your world. And I really do appreciate the time you take to listen to what I've got to say and the amazing guests that I bring on. And I've got a favor to ask. Is there any chance you would be so kind as to go and write me a review on Apple or Spotify or wherever you listen to this podcast because when people write reviews it gives other people confidence that it's something worth listening to and I would be so, so very grateful and also my aim is to bring you an amazing podcast with amazing guests and the more people that listen to it, the more I can do that.

So I just want to thank you so much for doing that for me. Okay. So today is talking about content and I needed this just so you know, I really did need this conversation because even though I am consistent on the podcast and emails on social media, I have not been so great. And. Also, I have wondered whether [00:03:00] I could be more strategic in terms of my content.

And I think now, like we talked about with Julie Solomon a few weeks back, we have to work harder than ever to show up and attract our audience and convert our audience. And one of the ways in which we do that is content. So today I'm having a wonderful conversation with the amazing Lyndsay, who runs Jammy Digital with her husband, Martin, which is an award winning content marketing agency for businesses that aren't afraid to stand out.

They transform founders, CEOs into globally recognized names. Giving them the power to set industry standards, make connections with game changing people, command a premium pricing and attract top talent. Martin and Lyndsay have also published a bestselling book content fortress that protects business owners from unnecessary stress by helping them attract their dream client.

I've met Lyndsay a few times and she is just awesome. Love her to bits and so freaking smart. The two of them are so smart. So it was great to have her join me on the podcast today. We [00:04:00] talk all around content. So content as a whole, in terms of what should you be doing from a long form to short form? How do you connect the two?

And we talk about. Doing content for fame versus fortune, which I just thought was an amazing concept of, are you creating content because you want to get famous? Or are you making, creating content because you actually want to make money and eventually sell something? We talked about what makes a great piece of content, what attracts your audience, what types you should be doing.

And honestly, it was just an all round amazing conversation. I really love Lyndsay Tibbetts and I am so grateful to bring her to you, my amazing listeners, because I think you are going to get so much from this episode. So without further ado, here's the amazing Lyndsay. Lyndsay, welcome to the podcast.

Lyndsay: Oh, thank you so much for having me. I'm so, so excited.

Teresa: Me too, because it's funny how you come across people, how you see people and you guys, because there's two of you in your business, you and your husband, [00:05:00] and you had been in my periphery for a long time. And then I met you at something last year and I was like, they are so freaking small.

Like. And so we end up going to another event or the same event, but later on in the year. And I immediately was like, I'm sitting on your table. You're so smart. I really need this today. My aim of today's podcast, just so you know, is we're gonna talk about content, but my aim is to give me and my audience some real practical stuff that we can go away and do and inspire me because right now, like lots of us content, feels like it can be quite a hard slog. So I really want to cover that. How does that sound?

Lyndsay: Sounds really good. Yeah. And practical advice is what I'm speciality in.

Teresa: Perfect. That's the thing. Like someone's taken their time out to listen to this. Hi. Thank you. I want them to have something that they can take away.

And I [00:06:00] know that you and what you do in your business, you have done some really, really cool stuff and can help people with this massively. So before we got started, you said something to me, a statement that you can talk about, and I'm just going to jump straight in with it. Fame versus fortune. Like, discuss.

Lyndsay: So I think there's a big confusion at the moment with content marketing and the confusion comes from people that pick a fame strategy over a fortune strategy because those are very different. And so a lot of people think that to do good content marketing, to get leads and sales into their business, they need to be famous.

So they need to create content that has a very broad appeal that gets a huge audience. And then, and it kind of makes sense, you know, you get a huge audience and then you can monetize that audience. That kind of makes sense. But what you find is that people who follow you for entertainment, follow you because they think you're funny, or they find you inspiring, or they want to know about your lifestyle, don't [00:07:00] necessarily buy from you.

And there's countless examples. There's, there's one huge, really, he's a really, really nice guy and he's a business influencer. He's got millions and millions of followers. Um, and he struggled lately to sell a book. To his audience and his 20 book. So not, not expensive, but people were complaining that he'd, you know, put it for sale and they were saying, you know, you know, you normally give me stuff for free.

Why are you trying to sell me this book? And it's because he'd grown an audience, a really broad audience who didn't expect to buy from him. So what you should be doing is you should be following a fortune strategy, which is really honing in on your target audience, creating content for them. Instead of going really broad, making sure that that content really clearly reminds people what you do and gets leads and sales off the back of it.

So it's not about being famous. So the best kind of, the best people I, I usually say is, you know, you can walk down the street and no one would know who you were. But if you went to like an industry specific, uh, industry specific, you know, conference. Yeah. You'd have swarms of people around you because they really respect you.

They know you, you're well [00:08:00] known in that room, but outside of that room, no one knows who you are. So that's what really, if you want leads and sales from your business, you should be sort of aiming for that.

Teresa: My constant joke is you're not Beyonce. Right, because sometimes in this industry we can go to a conference and like you said people are like, my God, there's that person.

And it's like, no, if they walked out of this room now, they would, no one would know who in earth they were because they're not Beyonce. So the thing is though, we've been. indoctrinated or led to believe or our ego desperately wants us to have lots of followers like, and it's embarrassing, legit embarrassing when you put some content out there and it's tumbleweed.

So how do we, are we saying we just should? Have the tumbleweed? Are we saying, like, is there a certain point? Like, are we saying we need to build it to a certain point and then not worry about it? What, what do you think around that?

Lyndsay: Yeah, so, obviously we don't want tumbleweed, but there's a [00:09:00] way, there's a way to make content interesting, but still relevant for a very specific target audience, and still linking back to your products and services.

So if you're, if you're creating content, right, this is, I could, I could get loads of likes tomorrow on LinkedIn if I've just posted a picture of my cat, you know, but whatever it might be, that's not going to get me leads and sales. But if I post something that's about say content marketing or how to do a video or whatever it might be, I have to think of a way to make that, entertaining, and that's using things like good hooks, making sure that you tell a story, making it interesting, giving lots of value, things like that. And eventually if you start doing that, and that does require more effort, but if you start doing that, then you get kind of both the sort of likes and the comments and the leads and sales off the back of it.

So there's a way to do it where You know, you have to think about how can I make this really interesting? What's the angle of this, you know, what would really resonate with my audience? I'm really thinking about that for every time, every piece of [00:10:00] content that you create, because there's countless, there's so much content out there.

And I feel for people sometimes because they pull their heart and soul into content and they, they produce this content. That's like how to do this thing. And they've gone into real depth of how they do what they do and really broken it down and it just gets nothing because it's not really of interest to the, to the audience you have to think about.

you know, how to make it really engaging, but also link it back to what you sell at the same time, which is tricky to do. Definitely.

Teresa: So you've said a load of stuff there, which I'm going to come back to some of these points, which is awesome. But like, as you're saying this, bearing in mind, I produce content.

I produce a podcast that goes out every single week. I'm even exhausted listening to you talk about it. It's like, It is hard work. Is it right? So is it hard work? Am I making this something big in my head? Is there something that I'm missing that I can produce good content without thinking this is a massive deal for me to do?

Lyndsay: Yeah. So what I usually recommend and it's [00:11:00] quite, it's It's quite difficult to actually say how much content you should produce, um, and, and to what level. I usually say if you're at say five or six figures in your business for seven or eight figures, it's slightly different. But if you're a five or six figures in your business, usually, and the problem is, is usually that people are trying to focus on lots of different platforms.

And I usually say pick one organic channel. which is a channel where you'll get organic traffic. You know, people searching for you, that could be blog via Google or chat GPT . Cause now that recommends can recommend your blog posts, or it could be YouTube where people are searching on there or your podcast, which is what you're doing amazingly well.

And then from there pick one social channel. So for me, that's like LinkedIn, you know, for, for others, it might be something different and try and basically use. Just two channels. So sometimes when people get overwhelmed, it's because they're trying to do too much and too many different channels. And as we know, content should be very specific to that channel.

So if you're trying to like repurpose the exact LinkedIn content, [00:12:00] Instagram, it's not going to work. It's just going to flop probably on both on both channels. So it's just best to try and kind of. Do you want channel really, really well. So that's the first thing, not, not to get sort of overwhelmed. And the second thing to do is realistically say to yourself, how much can I do, you know, on a weekly basis or a monthly basis, can I do.

One blog post a week. Can I do one long form video a week? And then can I post on LinkedIn three times a week? And you kind of have to give yourself that set amount and stick to it. Religiously have that time in your diary booked out where you are producing this content and you, and, and one thing I actually do, which works really well is I separate the thinking from the doing.

And I think that uses like two different sides of the brain or something. So I'll have one point in the week where I think about my content ideas. I'll think this will be really good to do or, you know, and I'll break them down, but I won't kind of create them in any way. And then the other part of my week, I will actually create that content.

So I'll be [00:13:00] recording, I'll be writing. It's just completely different. So I don't have to sit down in front of a camera and be like. money in a video on, you know, I've already got those ideas that I've already kind of got it half scripted out. So that makes it a lot, lot easier when you, when you do it that way, but it's about being realistic with ourselves, which is really hard to do because I'm like, Oh, I could do everything.

I know I've got a content team. So, you know, if you don't have that,

Teresa: you could do everything. So first off. You talk about one social media platform. So for me, Instagram really is the place that I like to hang out on. However, I constantly feel guilty about LinkedIn because LinkedIn is pretty good. And, and therefore I do share content to LinkedIn that I've created on Instagram.

Is that, is that a case? Because again, I remember like, you know, we've been doing this a long time. How long have you been doing this?

Lyndsay: 10 years?

Teresa: Yeah, it's a similar amount of time to me. So I remember the times where it was like, Oh my God, you can just share it to everywhere. [00:14:00] Then I remember a time of like, Oh no, don't just share it to everywhere.

You have to be specific. And then it kind of went back to it because everyone realized how difficult it was. But anyway, like as I'm creating the content on Insta, is it, is it pointless me sharing it to LinkedIn? Or is it okay me sharing it to LinkedIn knowing it's not doing much, but at least I looked at vaguely active on there? What's your thoughts?

Lyndsay: Yeah, there's no harm in sharing it. I mean, I do the same. I'm like you, but in reverse. So I'm a LinkedIn girl. She's very less, you know, much less exciting than Instagram, but I will share what I share on LinkedIn, on Instagram, knowing that it's, it's getting me a few followers. It's making sure that, you know, when people go on my page, it still looks active.

And I think that that's fine as long as you don't think, Oh, you know, why is that channel not giving me anything that that's okay.

Teresa: Super realistic.

Lyndsay: Yeah. Super realistic with that. And I don't expect for us, I don't expect much to come from Instagram because it's not where we're like channeling our energy really. So you know, I would expect it from LinkedIn, but it's [00:15:00] nice to keep Instagram updated.

Teresa: Okay. So then let's talk about the organic content, i. e blog, YouTube podcast. So, first off, my opinion is they have to have one of them. Okay, good. We agree.

Lyndsay: We agree.

Teresa: What about then, so I've been going through this thing of, oh, and, and so the other thing, my brain works in very weird ways.

I love the fact that you said if your business is five or six figures, and if it's over seven, it's different because that is so important. I think people look at businesses that are seven figures plus and think, oh, I...

In this episode of 'Your Dream Business Podcast', I addressed the challenge of low attendee turnout at live launch events like webinars, bootcamps, or challenges. I discussed the significance of live attendance for building trust and increasing sales conversion rates. I offered actionable strategies to improve live show-up rates, including sending multiple email reminders, creating a workbook or cheat sheet, offering exclusive bonuses, promoting live Q&A sessions, and leveraging social proof from past events. Ideal for course creators, membership owners, and coaches, this episode provides valuable insights to ensure more engagement and higher turnout for your next live event.

 

Live Attendance Matters – Getting people to show up live helps build trust and increases your chances of making sales. A strong turnout can make a big difference in your launch success.

Reminders & Engagement Boost Attendance – Sending multiple email reminders, offering a workbook or cheat sheet, and creating excitement with exclusive bonuses can encourage more people to attend.

Social Proof & Live Interaction Work Wonders – Showcasing testimonials from past attendees and promoting live Q&A sessions can make your event feel more valuable, encouraging more people to join in real time.

 

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

 

Connect with Teresa on Website, The Club, Sign up to Teresa's email list,  Instagram, LinkedIn, or Facebook

 

Transcript

It's super frustrating where you spend a lot of time and effort creating your launch event, like a webinar or a bootcamp or a challenge only to do the live thing and not have many people show up live. Over the last few years, I have seen a slow decline in the number of people who show up live. And yet it's more important than ever that we do get those people to show up live in order to help convert them into customers.

So what if I told you there is a simple and actionable strategies that you can take to actually get people to show up live? In today's episode, I'm sharing with you five key tactics that you can use in order to increase the number of people who actually show up live to your next launch event.

Hello and welcome back to another episode of the Your Dream Business Podcast. As always, I am so grateful to have you here with me and spend your very valuable time. In this week's episode, we are going to be talking about something that's super important when running a launch experience.

One of the things that we have seen in the past year or so when running a launch experience is that the show up rate has been fairly low compared to previous times. And what I mean is [00:02:00] webinar or a bootcamp or a challenge, The number of people who sign up compared to the number of people who show up have been much lower than they have been in the past.

When I first started doing webinars, like eight, nine years ago, I would expect easily a 50 percent turn up rate. And then. It started to die off a bit and then during COVID it really picked up again because obviously no one was going anywhere, they had nothing to do. And then it's died off again and really now if someone says to me they had anywhere between a 30 or 40 percent show up rate, I think that's good.

So first off we're going to look at why you want them to show up live and then I'm going to talk you through five tactics that I have to help you to get them to show up live. So let's start off by talking about why you want people to show up live to your launch event. Now, it goes without saying, if you're doing a webinar or a challenge or a bootcamp and you're doing it to an [00:03:00] empty room, that isn't going to feel very good for starters.

So apart from that very obvious reason, there are lots of other really important reasons as to why you want people to show up live. The first reason is it creates a stronger connection and trust between you and the person that is on the live webinar or the challenge or whatever it is. And when that comes to the buying part of it, people only buy from who they trust.

So when they see you live answering questions, addressing concerns, offering immediate value, they feel more connected to you and your brand. And this connection often translates into a higher likelihood that someone will buy from you. It also helps them if they think that there's a sense of urgency. So having someone come along to an event with a deadline date is really helpful because it's like you want to come and take part in this while it's still available.

There's a higher perceived value when they turn up live. So You'll know that if [00:04:00] you, I don't know how many webinars and things you've signed up for, and you think, Oh, I'll do that afterwards. And you never get around to doing it because we're not perceiving it as a very high value. Whereas if it's a really good event, launch event, and I perceive value in it, then I'm going to make sure I turn up live.

And when I'm turning up live, that automatically means I think this has some value. And the perception of a higher value increases the likelihood that people will take your offer seriously and be willing to invest in your program or course. So. Again, it's super, super important for that increased accountability and commitment if they're willing to show up live to a challenge or a webinar or a bootcamp or something that's free.

They obviously have a much higher accountability and commitment. They, you know, they are saying, no, I really want this. I'm really interested in it because they're willing to show up live to do the thing. Also, it really helps with things like live testimonials and social proof. Often when I've done challenges or [00:05:00] webinars, I attract some people that are already in my world and already work with me, which is always lovely.

And then what happens is they end up saying. Hopefully really nice stuff on the call and you kind of end up getting live testimonials and live social proof. Even if you don't know them, even if it's a cold audience, hopefully people should be kind of saying that was great. That was helpful. And you should be getting that reassurance as you go through.

So in short. Getting people to show up live is really important for many reasons, but predominantly the sales aspect, they are more likely to buy if they have come along and they've engaged and they've seen who you are and what you do and can make a much more better informed decision. The key thing with doing any launch event, live launch event is encouraging those people to turn up live and take part live.

So how do we do that? Okay. I have got five tactics that [00:06:00] you can use when planning any launch event in order to encourage your launch attendees to show up live and take part. Tactic one, send multiple email reminders. I am confident that you are probably not sending enough emails to the people who have signed up.

We are often so, I guess, are preoccupied by getting people to sign up that once they sign up, we kind of forget about them. When I do a launch strategy for myself, or if I help someone else do it, we have A chunk of emails that go up to people who haven't signed up and a chunk of emails that go out to people who have signed up.

They're actually very similar in their themes, but rather than saying, Hey, come and join, it's saying, I can't wait to see you there. Or it's saying, you know, I'll see you at the live, whatever it might be. In terms of how many emails you should send, that gets a bit trickier. Now, if [00:07:00] I had done something, if I'd been promoting an event two weeks out, I work backwards from when the event takes place.

So let's say I'm doing a webinar and the webinar is at two o'clock on a Thursday afternoon. As the webinar goes live, I might do an email that says, we are live now. Come and join us. I might do an hour before. I might do 24 hours before and then before that I might do one three days before, six days before, eight days before, ten days before.

You basically want to be sending those emails to remind them what amazing stuff they're going to get by coming to this thing and attending live. It's a really, really helpful to. Encourage them to show up live, to come and take part and for you to keep those, the same points, like I said, the same points that I would put in an email to go, you should come and join me and, and sign up for the thing I'm using for why they should turn up live.

[00:08:00] Also within those emails, I'll be mentioning some of the other tactics. So some of these other tactics that I'm going to be mentioning, I would include in the copy of the emails. So tactic number two, create a workbook or a cheat sheet. Now this is a really super interesting one because it's a really funny one that comes down to kind of psychology as to why this works so well.

But for everything I do, I always create a workbook. And I encourage people within the emails that I'm sending, once they've signed up, I go, here's the workbook. And I encourage them to print it off and put it on their desk ready. And there's many reasons why workbooks are so useful in encouraging people to turn up live.

Firstly, it's a reminder. So if they have gone and put it on their desk and printed it off, it's a kind of constant reminder. Oh yeah, I'm going to do that thing. Oh yeah, that thing's coming up. Secondly, it gives them a perceived value and accountability. Offering a workbook or a cheat sheet increases the perceived value of an event.

They feel like they're getting something practical and [00:09:00] tangible to help them take action. So there is a real reason why when they have something valuable to take away. That actually their sense of investment is higher, which means they're more likely to shop live to the event. And just as a quick, quick heads up, the workbook doesn't have to be massive and huge and beautifully designed.

It can really be quite simple, but it's that act of having a workbook that is really important in terms of getting people to actually show up and attend the live event. Okay. Next one. Tactic three, offer an exclusive incentive or a bonus for attendees. This is really important. And again, this is something that you can include in your emails in a webinar specifically, and in other, like I said, bootcamp or challenges, it works in all of them.

I will often do a bonus for those who attended live. This would be something value wise from a kind of lead magnet value. Hopefully it's not something that you're using somewhere else. Hopefully it's something that. Kind [00:10:00] of compliments, but doesn't take away from the product you're trying to sell. So for instance, if you were trying to sell, I don't know, some ideas for something, and you're going to give them some ideas for free as part of that gift, that's not going to work.

So. for instance, if you, I might give some templates away, or I might give a swipe file away or something like that. So what is it that you can give for free as a bonus that is exclusive to show them that actually when they turn up live, they're going to get this. And like I said, talk about it. in the emails and say, you don't even have to tell them what it is.

You just have to say, I have a special bonus for those of you showing up live. I also then include it in the introduction bit of the webinar, the bootcamp, the challenge, and say, for those of you who turned up live, if you stay till the end, this is what you're going to get. So having some kind of incentive or bonus for attendees to turn up live is really, really helpful.

Okay, [00:11:00] tactic number four, talk about the fact that you're going to be doing a live Q& A. In most launch events, there is an opportunity for you to show up live and provide them with some kind of Q& A rather than It just being a pre recorded thing. And that is part of the beauty of doing a launch event is that they get to pick your brain and they get to have a conversation with you.

So make sure you make that clear because that is a real incentive for someone coming along along live to the launch event. Maybe even give them some, some suggestions of the things that they might want to ask or questions that people have asked in the past, but make sure you say to them. come along because this is going to be your chance to ask me questions and your chance to get me to answer these things for you.

So make sure you include that in your emails and in your sign up and make that a real point of this is the reason you've joined this to get this live [00:12:00] access to me. And tactic number five, leverage social proof. This is really good. If you've done something like this before, if you've done a challenge, a bootcamp, a webinar, show people how good people think it was.

Show people the value that people got from it. So if you've got screenshots of chat, if you've got testimonials that people have put in or comments that they've said where they've basically gone, this was amazing. I got so much from it. Make sure you include that again in your emails, in your sign up stuff, make sure that you are putting it everywhere that basically you are saying this is not going to waste your time.

And of course, the most important thing is don't waste their time. Make sure that when you do put something together like a bootcamp or a challenge or a webinar, that it is good value and that they understand what they're going to get from it and what they're going to walk away from it with now. An additional tactic, which I didn't really want to talk about too much because I haven't done it myself, but I've seen others do it, is not [00:13:00] offering a recording.

Now, often with most live launch events, there is a replay of some sort. So whether it's a, especially, I'm talking really if it's a webinar, if it's a bootcamp or a challenge, then really they tend to have a dashboard or somewhere where those things sit. sit for a set amount of time and people can go back and review them on a webinar on a masterclass.

One option is to not offer a replay that for sure will have an impact on your turn up rate. I guess the thing that you need to think about is there are going to be some people who just can't make that time and date and actually they are really invested and they are really interested. They just can't make it.

Whereas if you don't offer a replay, you lose them altogether. Where I would say this works better is where you are doing more than one masterclass. So the examples where I've seen people do this, where they are not offering a replay at all, is where they were doing three masterclasses over [00:14:00] three days.

at different times. That is another option and it'll certainly help with getting people to turn up live. In terms of conversion, you'd have to look at how that works from a who then buys. But because the other thing that's interesting about the people who turn up live is they are really interested and therefore your conversion might be better when they actually, for, for the people who buy than if you don't do a replay.

So all of this stuff and everything I've said is very much about trial and error and test, but I can assure you that the ideas I've given you are tried and tested, smart strategies in which you can use to get more people to show up live to your launch event. Okay, I really hope that this has helped. Let me just recap those five tactics again.

So tactic one was send multiple emails and ones to remind them, sort of, 24 hours out, an hour out immediately. Create a workbook or some kind of cheat sheet that they can have as they go along the free training. Offer an [00:15:00] exclusive incentive or bonus to attendees who show up live. Make sure you make it clear to them they are having a live Q and A or having the opportunity to pick your brain and then leverage that social proof.

If you've done it before, show them what people thought of it and that they thought they got genuine value from it. Okay. I really hope that this has helped. If you have any other cool ideas that have really helped you get people to show up live, I would love to hear them. Please come and find me on Instagram at Teresa Heath wearing and drop me a DM.

I'd love to hear what strategies you're using as well. I will see you next week with an interview.

I had a fantastic chat with Julie Solomon, an industry expert with over a decade of experience! We dove deep into the world of online business, specifically how your messaging and understanding your audience are KEY to growing.

Julie shared some amazing insights on how the online landscape has changed and how to adapt your strategies. She also talked about her own journey and how she helps others build their online presence. Plus, she what is working for her right now.

It was a super insightful conversation – definitely worth a listen!

 

The Power of Messaging and Audience: Understanding your target audience and crafting compelling messages that resonate with them is crucial for online business growth.

Adapting to the Evolving Online Landscape: The online world is constantly changing. It's essential to stay updated on the latest trends and adjust your strategies accordingly.

Leveraging Low-Cost Strategies: Building a successful online presence doesn't always require a huge budget. There are many effective and affordable strategies available, such as the low-cost training options discussed by Julie.

 

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

 

Connect with Julie on Instagram, Influencer Podcast

Connect with Teresa on Website, The Club, Sign up to Teresa's email list,  Instagram, LinkedIn, or Facebook

 

Transcript

Teresa: There are two parts of an online business that can really make or break your success. Those two parts are the two things that I am talking to today's guest on the podcast about. Judy Solomon joins me and discusses the two main areas of messaging and audience. that are crucial to growing an online business, if you have not got the right message, you are not attracting the right audience, which means you don't have a business. Not only does she give us some really valuable insight to this and how we can do this in our business to make sure that we are choosing the right messaging that is attracting the right people, which in turn will just make us more visible, but also she shares insights after being in the industry for over 10 years.

We talk about how the industry's changed and what is working for her right now. And she talks us through one of the strategies that she's currently using, which I think you will find so insightful. Welcome to the Your Dream Business [00:01:00] Podcast. I'm your host, Therese Heath Waring, an international bestselling author, award winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast.

I am so excited to guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you. and the season of life that you are in. In each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus we'll be diving into some mindset, tools and strategies that keep you focused, motivated, and are going to stop you from getting in your own way.

So if you are a course creator, membership owner, or coach, you're in the right place. Let's get started. Hello and welcome back to another episode of the Your Dream Business Podcast. With your host, as always, Theresa Heath Waring. Now, if you're new to the podcast, one of the things that you need to know about me is I am a numbers geek.

I love anything that's like stats and numbers [00:02:00] and understanding it. And I was doing some research and did you know that 70 percent of the people who listen to podcasts don't actually subscribe to them? So whether you're listening through Apple or Spotify. 70 percent of you haven't actually hit that subscribe button and I would love to ask a favor from you.

I would love it if you could hit subscribe on whatever it is you're listening to this on and in return my commitment to you is to work really hard to bring you the best podcast I can possibly bring you, to bring you the best guests. That inspire you and motivate you and help you move your business forward and also to put together amazing solo episodes that are strategic and give great advice.

So I hope that in return for me putting my all in and making this the best possible podcast that can be, that you would just do me the very small favor of just hitting that subscribe button. Okay. On with today's episode. And today I am [00:03:00] interviewing the very lovely Julie Solomon. If you don't know Julie, she is a personal brand coach, a best selling author and a chart topping podcast host, and she's empowered lives for over 15 years through her in demand classes and mastermind.

With a background in public relations for some of the world's most influential music acts, thought leaders, Julie launched her online course and coaching mastermind in 2016, mentoring thousands of leaders and creatives around the world. Her passion is helping women turn message into movements. And empowering entrepreneurs and creatives to successfully build, grow, and scale their business.

Recently named one of the top 100 leaders in influential marketing. Julie's work has been featured in Forbes, Entrepreneur, Business Weekly, Business Insider, Success, and People, among others. She is the author of a bestselling book, Get What You Want, how to go from unseen to unstoppable. Julie has been in this industry a long while, [00:04:00] which was what made, makes this conversation so fascinating.

Cause I really enjoyed picking her brains around the online business, what's working now, how it's changed over time. And then we really get into some great, great content around messaging, how to ensure that messaging talks to your perfect customer and how to use that messaging to get visible. And you will know if you've listened to the podcast a while that.

I am big on visibility and making sure that we are all being as visible as possible, because if people don't know we exist, they can't possibly become our customers. And this is what this whole conversation is about. So I think you're going to get so much good stuff from it. Also, one of the things I love about this episode is that we dig into what Julie's currently doing now in terms of promoting her own business and what strategies are working for her now.

Okay. Without further ado, here is the very amazing Julie Solomon. Julie, I am so excited to welcome you to the podcast.

Julie: Teresa, thank you so much for [00:05:00] having me. I feel like when we got to meet in person, so lucky to have you on my side of the pond. It was like this instant kind of connection. We, we vibed with our stories, our histories, our, a lot of stuff in our personal lives, our humor, like all of it was just great. So it's so great to be here with you.

Teresa: It was. It was so, so lovely. It was a great evening. We met at Amy's and Julie, amongst other things that she's amazing at, was our like, aficionado for caviar tasting. So, is that, is that just a little hobby or is that something you're really good at or?

Julie: Well, you wouldn't know, I mean, if you're actually, I don't know if you're seeing this or hearing this, those that are tuning in, but if you're seeing this, you're probably like, she doesn't look like she would be a caveat, but she, Anatta with her hat on and her, and her sweats, I've, I've had sick kids at home, but it's something that I do love luxury and I love the finer things in life and I love things that make me feel.

Fabulous and Parisian, and that's one of those things and I just make no [00:06:00] bones about it. So yeah. I love caviar. I love the, the just it's, they're really good on a baked potato you've ever, I know.

Teresa: Doesn't quite seem like something they normally serve it with, but

Julie: Right. But it's really good. So yeah, there's all different kinds of ways you can enjoy that. But no, it didn't grow up eating caviar, but I definitely have loved it in my adult life for sure.

Teresa: I love it. I love it. But that was such a cool evening. It was really, really good fun. And like you said, it was so good to share stories and have conversations. And, and I think doing that in person is there's just no way we'd have made the connection and on with an online thing.

And obviously this was a personal thing anyway, but that's why, even though it was over in Nashville and I'm here in England, coming over and doing those sort of things are kind of non negotiables for me in terms of spending time with people, because. You just can't replace it. Can you say, but anyway, so I, we have so much good stuff I want to talk about and so much that you're expert about, but the one thing I wanted to start us off with is the fact that you are like an OG in the online space [00:07:00] and that actually is quite rare. I would say there is probably a handful of people that I have known about for a really long time that have been in this space. And I'm interested to see what you, what your take on it is now, because obviously the online world, just to kind of put it in respect of other people that probably, you know, they want to be in it.

People want the online business. They want their work from the beach, make money while you sleep, dream, don't we all? How has that changed? And what does it look like now?

Julie: Yeah. So I S I started in this online industry in 2013, not with the business that I have now, I actually started as a blogger. And what we would now call content creator. And that was my thing for about three years. I really focused in on how to monetize my content. So I would, my background is in PR. So I knew how to pitch. So I came into the online space pitching my heart away. Like, can I [00:08:00] pitch myself for a media opportunity? There wasn't even podcasts really back then. I mean, it was just like Amy and Dave Ramsey.

So. So I wasn't pitching myself a podcast, but for media opportunities, contributing posts, that's really how I started to gain, if you would say some sort of kind of visibility for my website, I would pitch myself for contributing articles and I would write them. I would also pitch myself for brand deals and brand partnerships and sponsorships.

And so. That's how I started in this industry. And then when that started to kind of take off, because I am really good at messaging and pitching, pitching is just a form of messaging. I had people starting to ask me like, how do I do this? And people would come to me cause they would say, Julie, I don't mean to sound rude, but you have like no following and you're monetizing your content better than I am. And you're getting the, this media and you're getting these brands to pay you money to talk about their products and services. How are you doing this? And so in [00:09:00] 2016 is when I really kind of stepped more into the online education space and I created my first course, which was. teaching people how to pitch themselves to get brand deals and media opportunities, because that's what I had been doing successfully for three years prior. And then from then, I really kind of built the online education business that people now see. I started my podcast in 2017. After that course really took off, it became a seven figure course in a matter of a year.

I started to create more courses, masterminds, hire to get coaching programs, and, and then that's evolved to. now, which is, you know, what year is it? 2025? Where, where are we? So I have been in this game for a long time, and I've also been a part of the evolution of myself in this game and then this game in general.

And so to answer your question about really what has changed, you know, I didn't really realize it at the time, but I, I feel like. Not a whole lot [00:10:00] when you compare it to, I compare things to pre COVID and post COVID when it comes to this online industry. And when I really think about 2013 to 2020, a lot had changed in my business because of my growth.

You know, I became a seven figure online education business. I had started a podcast. And so there were evolutions with the opportunities that we who were in this game early on. Add to get more reach, get more visibility, get out there more. But really during COVID is when we saw this just massive insurgence of everyone and their dog wanting to kind of dip their toes into this industry and.

I think that's a beautiful thing because I believe that that shows that there's abundance in this industry, there's money to be made, there's collaboration to be made, people want to create an impact. Um, the, the competition is, you want competition in an industry that, that shows that it's, it's a healthy market.

You don't want to be in a dying [00:11:00] industry. Um, but with that did come challenges, you know, and the way that I kind of put it as simply as I can. And this is no judgment to anybody. I think this is just part of the evolution of an, of an industry that's so in its infancy. But I think during that COVID era, I think that a lot of people came into the industry and kind of got lost in the glossy glamour of, Oh, laptop lifestyle.

I can work from anywhere, dah, dah, dah, dah, dah. And. That's really why they were interested in being this industry. It wasn't that they were really interested in being a coach or being an online educator or creating curriculum and support that really help a client get from point A to point B. They just wanted this freedom of, of kind of the shiny things that a lot of us, including myself, market, right?

Because that, that really is and can be one of the results of, you know, having an online business is that you do get to work from anywhere. But because of that, you had a lot of people [00:12:00] that either had no business being coaches coming in and saying, I'm a coach now because I took a course for three days that told me that I was.

And so now I'm going to start this coaching business or I'm going to create a course or whatnot. And I think that you had a lot of people, consumers, if you will, that really had no business being consumers of the. The online industry that started to consume a lot of that and so what happened is that it, it left a lot of people with like a sour taste in their mouth, you know, a year or two after the COVID boom, so to speak in the online space is the first time Teresa, and I don't know if, if, if you recognize this either, cause you've been doing this for a long time as well.

It was the first time I ever heard people say like, Online coaching is a scam. It's a pyramid scheme. It doesn't work. These people don't care about you. They don't create anything of value. Because when I came into the industry and, you know, 2013 and 2016, and, and there were, you know, people like Amy [00:13:00] and you know, at the time I remember, you know, Marie Forleo on YouTube and these women who had really built these incredible businesses that not only gave them maybe quote unquote a laptop lifestyle, but.

It, it gave them this ability to create impact for a community and also as I got into the industry and I really started to invest in the industry and, and learn it because that meant that was important to me. I also realized that this laptop lifestyle just doesn't come like you have to work really, really strategically, really.

Uh, smart and really hard, especially during those, those growing phases. And I just think that because people either didn't want to do that or they didn't know how to do that, they kind of chalked the online coaching industry off as being this, you know, scam. And, and since then, I think for the last few years, what we've had to really bear witness to and really kind of be work through, [00:14:00] even if.

I wasn't part of the whole scam language myself, me and my business, we had to kind of wait out for that dust to settle, so to speak, and really to for the cream to rise to this to the top. Um, and kind of, um, the, the universe, if you will, kind of took care of maybe some of those people that had no business being here in the first place.

And so cut to 2025, I think that hopefully, even though this year has started out come really weird, especially here in the States with the fires in Los Angeles. And, you know, we had an election several months ago and I mean, there's just been a lot of crazy stuff happening globally, obviously, and here in the U S it started a little unstable, but.

I just do, Teresa, I have this really good feeling about 2025 and this really good feeling about, I think that consumers of the online coaching space are very, very discerning with who they work with right now, as they should be. And I think that the market has gotten, has gotten more sophisticated, thank [00:15:00] goodness, because we want that.

And so it's, it means that. Coaches and online educators like you and myself, we have to be really flipping good at what we do, and we have to really care about the results of our clients. And we have to be able to be resilient and be adaptable and to meet clients where they're at, because it's not a one size fits all.

And I think that for those listening, if you're in this space or want to get into this space, that's really the biggest gift that I could give you is to, to, to come in it, whether you're refining or whether this is your first time in the game. To really be honest with yourself about your intentions and to really be truthful with yourself about why you're here, who are you meant to serve and how do you do that in the most impactful and effective way possible to really help that person get a transformation.

And so I'm excited for that. I think the discernment is a great thing and I think that we're going to see just a beautiful evolution and strengthening of this industry as a whole.

In this episode of 'Your Dream Business Podcast,' I discussed the importance of strategically growing your audience for business success. I emphasized that simply posting on social media or having an email opt-in on your website is not enough. I also provided actionable advice on utilizing lead magnets, social media, chatbots, ads, and collaborations to effectively expand your audience. I also highlighted the significance of leveraging other people's audiences through podcasts, stages, and email swaps. Ideal for online business owners, course creators, membership owners, and coaches, this episode offers valuable strategies and tools to boost your online presence.

 

Posting Alone Won’t Cut It – Simply showing up on social media or having an email opt-in isn’t enough. You need a strategic approach to attract and retain the right audience.

Leverage the Right Tools – Use lead magnets, chatbots, ads, and collaborations to actively grow your audience and engage with them in meaningful ways.

Tap Into Other People’s Audiences – Get in front of new people through podcasts, speaking opportunities, and email swaps to expand your reach faster.

 

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

 

Connect with Teresa on Website, The Club, Sign up to Teresa's email list,  Instagram, LinkedIn, Facebook or Twitter

 

Transcript

If you've been in business for a little while, you'll know that growing your audience is one of the most important things that you can do. And in my experience, when business owners think they are trying to grow their audience, they're not really doing it as they need to be. Most business owners think.

that growing their audience is just about showing up on social media and posting, when really it's so much more than that. There is a strategy that you need to employ in order to make sure that you're getting your name, your face, your business out in front of the right people. And not only that, getting them to convert onto your email list.

In today's episode, I'm going to be taking you through what we really mean by growing your audience and some of the most effective strategies to get that done.

Hello and welcome back to another episode of the Your Dream Business Podcast. I am your host, Theresa Heath Waring, and I am so very grateful that you have decided to hang out with me today.

I never take that lightly. I know that your time is super, super precious and in. Thank you for spending time with me, for sharing this podcast, for writing reviews. For those of you who've written me a review, I will do my utmost to produce [00:02:00] and deliver a really good quality podcast. My aim is that, and if you're new to the podcast, is that every other week you get a solo episode and every other week you get an interview.

And I've really honed in on who it is I'm helping, what it is I'm doing. So if you are an online business owner, a course creator, a membership owner, a coach, then you are absolutely in the right place. And I am going to be delivering you amazing value to grow your online business. And with the solo episodes, I aim for them to be really strategic, really practical, give you some really good step by step.

Sometimes I give you some downloads to go with it. And with the interviews, again, I aim to bring you the best people in the industry with the best strategies and the best results. So today is a solo and we're going to be talking about audience growth. Now, this is something that has been coming up while constantly comes up.

It's not even something that's coming up recently. It is something that is constantly coming up in my world. And the reason for that is [00:03:00] I help people launch pretty much all day every day. That's what I do. I help them grow their audience, launch their product and sell it. And that's what I do all the time.

And one thing that is constantly on my radar and should constantly be on my radar and your radar is that very first step is that growing their audience. Because This comes down to a numbers game, and I hate saying that because it sounds like I don't care about the humans at the end of it, and I absolutely do, and if you're in my world, you know I care deeply about the people in my world.

However, when it comes to selling and having a successful online business, it really does come down to the audience, and it comes down to numbers, and therefore it makes perfect sense that the more people you have in your world, the more people you have to sell to. So I want to talk about audience growth today.

And before I get into what I mean by audience growth and, and give you some ideas as to [00:04:00] how you can grow your audience, because I'm, you might be thinking, well, I am growing my audience. I'm trying to grow my audience, but we need to talk about what that really honestly looks like. I just want to remind you of some of the.

Numbers that we talked about back in episode three, six, eight. So if you want to go back and listen to that episode, then please do so. Where basically I break down what is realistic, but some of the numbers that we talked about are your list, your email list size. And actually, I've broken this a bit further down for you on this episode.

So we have your email list size, then we have what we call a launch list. So if you were doing something like a bootcamp or a webinar or whatever, that would be your launch list. The people who opt into that is your launch list. So you have your list size and then you have your launch list. Now, roughly between 15 and 30 percent of your list size will opt into your launch list.

Okay. And I'm going to go through some numbers in a minute with this to help you understand this. And then we'll have like an engagement and a show up percentage, which I'm [00:05:00] not going to talk about in this episode, but I did in episode three, six, eight, then roughly between one and 8 percent of your launch list will buy.

So let me explain how that looks from a numbers point of view. Let's say that you have on your email list, a thousand people, and let's go with the lower number, the 15%. And only 15 percent of them Join your launch list. So that means from a thousand people, 150 people are on your launch list. Then let's say, and I've rounded it up slightly from the 1%, let's say 2 percent of those people buy, which means from 150 people, two people buy.

Okay. Which means if you were selling a product of 997 or pounds, you've roughly made 1, 994 or pounds. That's from an email list size of a thousand people. Okay, so then let's say our email list size was 2, 500. So you've increased your email list to 2, [00:06:00] 500 and we're going to go with the same percentages.

That would mean that your 15 percent of that list would go up to 375 people who signed up for your launch list. And then let's times that by the 2%. Well, that means that roughly 7. 5 people are going to buy. We'll round that up to eight, which means based on our figure of nine, nine, seven, that you're making around 7, 976 or pounds.

So you can see that with that increased audience, you're going to make considerably more money. Now I've done it on the lower percentage. And yes, there are lots of things that we can do within a launch that can help increase percentages, but. Ultimately having a bigger list at the beginning is always, always, always, always going to help.

Also remember that if you are doing the same launch and you don't grow your list, but you keep advertising that same launch to your list, that that percentage of people who go from your list to your launch list is going to decrease and that's going to get [00:07:00] worse over time. So we always want new people coming into our audience, and the faster and quicker we can build our audience, the better.

Now we've understood that, let's start by saying what audience building isn't. Now this is slightly controversial, but audience building isn't just going on social media. I'm not saying it's not that at all. I'm not saying that, forget social media and it's rubbish and it's not working. However. It is more than just posting on social media.

It is more than just showing up and doing stories or posts or whatever it is. Audience building has to be way more strategic than that. Now, I have been in marketing a really long time and it used to be different. Maybe easier, but different and social media used to be different and yes, you probably could post on social media and build a good audience, but that is not the case anymore.

The algorithms getting harder. The everything is tricky. It's not as easy as it was. It's [00:08:00] still a great resource and it's still something brilliant to use. However, audience building is so much more than that. Also, audience building, the one thing it's not, is you just having a join my email list on your website.

That is not audience building. So, if you at the beginning of this episode thought, yeah, I do audience building, and your audience building consisted of social media posting and having something on your website for people to go, yeah, I'll opt in, I am very sorry to break the news to you. That is not audience building.

Audience building is way, way more strategic than that. And what I want to cover in this episode is some of the strategic things that looks like proper audience building and working really hard to grow that list. One thing I have to start by saying though is lead magnets are still one of the most effective ways to build your list and to get people onto your email list.

People need a reason to get on your email list. And lead [00:09:00] magnets are still a brilliant way of doing that. They're not dead. They people, some people are really anti lead magnets. Honestly, if it's a good lead magnet, they still work really, really well. And they are always worth having in your business. and multiple lead magnets, if possible.

And we can talk all about that in another episode about what works for lead magnets and all that sort of stuff. And I have done in previous episodes, but the lead magnets are really, really important. However, the other key bit is, and I think this is again, a mistake that people make is they think I'm posting on social I'm.

I've got an opt in on my website, and I've got a lead magnet. Why is my audience not growing? Because again, it's back to that thing of, if you make it, they will come, where unfortunately they won't. I'd love it if they did, and it would make our lives so much easier. And holding out to go viral would be ace, but I don't think any of us can rely on that.

We really need to have a strategy that says, now I have this lead magnet [00:10:00] or now I have these different lead magnets. How am I going to get that in front of more people? And that's the key bit that people are missing out. That's the audience building bit that people aren't quite getting their head around and being strategic about.

Or Where they are being strategic, they're not doing it enough. Again, having that list building thing isn't just about a created lead magnet. I posted it a couple of times. Now I'm good to go. It is an ongoing thing. In fact, so much so that within my world. And when I say my world, we actually have a community that is for anybody who works with me.

So whether they are on the grow, launch, sell course, whether they are in my membership, whether they work one to one with me or on one of the accelerator programs. They all have a community, which my team have very sweetly and funnily named it Tease World, because I talk about people being in my world.

And we did a challenge at the beginning of 2025, where I encouraged them to [00:11:00] apply and to reach out to 14 places a week to a day, to try and get in front of other people's audiences. And that's the kind of strategy that I'm talking about. Now, Can they maintain 14 a week? Probably not. Could I maintain 14 a week?

No. However, as a challenge, it was great, but there should be a level of something that you are doing every single week, the same way as you wouldn't not post on social media or you wouldn't not put your content out there. I want you to view the audience building activity, the audience building strategy, the same way.

So I've got some ideas for you as to how you get people in your world and how you get that lead magnet in front of those people. That's the key bit. Again, it's all well and good and nice having people in our world, but we want them to see that lead magnet. And I've got some different ideas. Now, the first one is obviously organic social media.

If you are posting regularly on social media, I want you to regularly post your [00:12:00] lead magnet. People get really het up and worried over this about what if people are getting annoyed? What if they're getting frustrated? What if they think I'm selling to them? Well, first off, you're not selling to them.

Secondly, hopefully you have created a lead magnet that is a value and that is really important in my world. We've all downloaded stuff. That's absolute dog poop and we don't want our lead magnets to be that case. We want it to be really good. So hopefully you're doing something of value and it's for free.

So why wouldn't you want to share it? Why wouldn't you want to get it out there? And why wouldn't your perfect customer want to download it? Also, as we've already talked about, the algorithm can work against us sometimes and very few people can see our posts. So even if you feel like you were posting it every single week, actually in reality, not many people are seeing it.

So that's the first thing. I want you to be posting it on social media and I want you to be posting it. or your lead magnets really, really regularly. Also, with that, you can have different images, different captions. [00:13:00] You don't have to post the same thing every time. You can have different ways that you talk about it.

Secondly, chatbots. Now, I did an episode back on, back in 2024, episode 365. We'll link to it in the show notes. If you ever want to see the show notes, you go to thereseaheathwaring. com forward slash, and you just put in the number of the episode. And this episode is number 388. So all the links will be in there.

So we did an episode with the lovely Mel Ellers, all about chatbots and how effective they are. getting engagement, but also using them for things like getting opt ins into your email list. And we would have all seen them. It's fairly simple, but there are some kind of important rules and things. So do make sure that you follow Mel and have a look at her stuff.

I'll make sure we link up to her as well. But basically what you're doing is you're getting people to comment a word and you're sending them a link to then. opt in either a link to opt into your lead magnet or you're getting them to opt [00:14:00] in through the bot itself. But it can be a really effective and simple way for your audience to get their hands on your lead magnet.

And if it's a good post, it's like a self fulfilling prophecy. Hopefully, you'll know that what happens with social media is that when someone likes or comments or interacts with your post, the platform goes, Oh, okay, people are finding this useful and they show it to more people. Well, when you've got a chat bot on there, and I'm talking specifically about Instagram here, this is where I've used them, and someone comments, then that helps with the engagement, which helps more people see it.

It can be, from a list building point of view, using chatbots can be so, so super effective. The next point I've got down here is ads. So you don't have to put any money behind chatbots. If you pay for many chat, I think there's an element that you can still do it for free, but chat, many chats not.

expensive. But if you did have some budget, you could run ads to your lead magnet. So again, you could set that up in Meta, you could do LinkedIn [00:15:00] ads, you can do Pinterest ads, wherever it might be, but you can put some money behind it to get it served to a new audience, people who don't know you, and then give them the option to opt in and get this thing for free.

The next strategy is something I talk a lot about. And in fact, if you go and listen to episode three, four, six, it goes more in depth, but basically other people's audiences. And there's a few different strategies I want to talk about specifically under that umbrella. The first one is podcast stages interviews.

Where can you go and speak? or be a guest on a podcast or be interviewed for something where it's being put out in front of their audience. That's such a great strategy and it's one that I use. I speak a lot. I like to go on other people's podcasts. FYI, if you have a podcast and you want me on, I would love to come and have a chat with you about that.

But yeah, that's a strategy that in terms of getting in front of other people's audiences and serving up lead magnets, other people's podcasts, stages, i. e. you're speaking at places that can be virtual or in [00:16:00] person and interviews. The next point is training in other people's groups. This can be really, really useful.

Now, there's probably a million questions about this I get asked in terms of, should you get paid? What should you do? When shouldn't you do it? How much content should you give them? There's a lot around this. However, in short, often, no, I wouldn't get paid for them. I have been paid for some groups to speak in.

And as long as it's the right group or it's the right audience, it's not even about the numbers. I mean, I've done some sessions to really small audiences of like five, six people knowing that it will be in the vault and there's more in their membership, but maybe five, six people turn up live. I have no problem with that.

It's not about the numbers. It's not about like, yes, would I turn down a group of 5, 000 people? Not in a million years. Like I would be there like a shot. However, It doesn't mean I won't do it if it's not a ginormous group. And I think that's something that when...