Coaching Hot Seat: The Most Profitable Clients Exercise For a Health Business

Coaching Hot Seat: The Most Profitable Clients Exercise For a Health Business

Hi! I have an unusual podcast episode for you this week as I’m sharing the recording of a live coaching hotseat I did with one of the members of our free Romance Your Tribe Facebook Group. The results were not what we first expected.

Gail Bennell is a Speech Pathologist who has used the Attract Your Tribe System to build a booked-out private practice from scratch. She is now ready to take on her next challenge which is a coaching and consulting business helping other health professionals in private practice to do what she has done.

In this session I show how to use the 4 Quadrant Profitable Avatar exercise to get super clear on who her most profitable clients will be (this surprised her and also scared her!). We also could quickly see which type of service packages, and prices will be most attractive for these ideal clients (this really scared her!).

I love Gail’s willingness to be open and vulnerable with you on this call. I’m sure you’ll relate to what she shares and also be inspired by how she moves through the feeling of scarecited and takes action.

You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below.
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Show Notes

  • I share a simple diagram to explain how the Profitable Avatar Exercise works.
  • You can get detailed training on this for free for just a few more days over here at the Attract Your Tribe Free Workshop
  • Gail has 2 possible business opportunities. We talk about how to choose which one will be the best for her.
  • We talk about the Transformational Journey Gail takes her clients on.
  • We identify the 2 variables core to Gail’s clients transformation
  • We profile the 4 types of clients she could work with and Gail gives us insight into each of these client types.
  • We identify the ones that are LEAST likely to be profitable (the ones she expected to be the most popular!)
  • We nailed the 2 types that are highly motivated to get Gail’s help and discovered they are the ones who actually prefer high-ticket programs
  • It was super-clear what marketing message to use for these clients and which one will turn them away.
  • Then….. well we talked about scarecited and stepping up because Gail is AMAZING

Action Points

1. Go to The Attract Your Tribe FREE Workshop while it is still open.
2. See if you can do the Profitable Avatar Exercise in your own business
3. Come over to the Romance Your Tribe FREE Facebook group and share your results and ah ha’s
4. Leave a comment for Gail below

Read The Transcript Here

Janet Beckers: Hello everybody. Janet Beckers here with gorgeous gorgeous Gail Benell. Now I do hope that you can hear us okay because what we’re doing is we’re using Zoom software to go into Facebook live so it’s always a little bit sort of not quite sure if it’s working okay. So if you can see us, I would be really really grateful if you could say hello and I shall also attempt to try and be here online. So that I can I can watch it all and see if I can manage you. Alright. It’s not working so well but here we go. Alright, done. Alright so sorry about that. Hello everybody. Beautiful to see you here. And let me first of all welcome you to the gorgeous Gail Benell. Hi Gail.

Gail Bennell: Hi guys!

Janet Beckers: That’s good. So I asked Gail to come along today because I find one of the best ways to be able to demonstrate how does a particular exercise work really well is to actually just hot seat and to demonstrate it with somebody so Gail and I have done no preparation on this. It’s not as if where… We worked out beforehand everything we’re going to say and what the activities are. It was really a matter of me sending Gail a message about an hour or so ago and going “Oy, you want a free hot seat?”. And so and to tell you the truth, that is me in my happy place. Because I am really happy when I am put in the situation where you know what, just put me on the spot let me see what I can do or what I can help you with. So that’s my happy place. So before we start on the hot seat, what I will do is go and I’m gonna show you a little bit of a brief teaching on the exercise that I’m going to be working with Gail on. Now if you haven’t joined us in the free workshops that I’ve got happening at the moment, The Attract Your Tribe Workshop. Number one is “why not?”. So if you haven’t you go to romance your tribe dot com forward slash A Y T workshop, which stands for Attract Your Tribe workshop. I’ll put the links down in here when we’re finished. But in Lesson number two, I teach you how to get super super duper clear on who is the absolute dream client because what is really easy to do is to think you’re targeting the ideal client and they look really really similar to a group of people that could all be your ideal client. But there’s usually going to be one that is the most profitable and that’s what you want to make sure that you put all of your marketing and your program packages for. And there’s usually only one that looks really really good, but if you target them you’re gonna go broke. And broken in an ice in a slow painful way that you don’t,you know, one of those things like cut by a thousand – bleeding to death by a thousand cuts or whatever the cliche is. So we want to make sure that that doesn’t happen. So Gail, You’ve done the profitable Avatar exercise on your existing business. Haven’t you?

Gail Bennell: Yes I have. I have.

Janet Beckers:  And and we’ve actually done a workshop together. And it was really really helpful.

Gail Bennell: Yeah I know the concept and it’s something that I come back to every time I re-strategize where I’m going or think when I’ve leveled up to do another audience, which is exactly where I am right now.

Janet Beckers: Yes.

Gail Bennell: It’s really good to get clear and get your support to guide me through it. I’m exactly where I should be focusing on my messaging and my marketing and step forward for me to get the best results for my clients.

Janet Beckers: Yeah and that’s actually the reason why I invited you, Gail. Because I knew that, you know, excitingly – you know when you started you know when I first met you and when we first started you know you were doing my Shine program and other programs. And you were an employee, weren’t you? Which was, you know. And so over time yeah you know.

Gail Bennell: Yeah.

Janet Beckers: So what’s with that current business now, just so people have got an idea of your progress in just a couple of years… So what is that business doing now and why are you looking at this other business?

Gail Bennell: So I started my business offerings helping parents who had children that have disabilities and can’t speak for some reason. And then I transitioned to working face to face with parents and clients who can’t communicate because of a disability. And I’ve been even moved to state and move the whole business interstate, which helped me develop some more online, one to one, sort of appointments with people. So I really focused in on that. But over the years I’ve become a bit of a, well, a go-to person for NDIS transitioning stuff, which is the National Disability Insurance Scheme, that’s helping people with disabilities and all the other private practitioners that are starting their own business because of that. And so there’s all these amazing opportunities with the shift in the environment, the operating environment, where people just keep coming to me and asking for help constantly about what they should be doing in their business to prepare for the NDIS. And then wrote to me for advice about helping people communicate who don’t have spoken words. So I’ve kind of got these two markets that really want my help and keep asking me help. Well the problem to start is, which ones should I focus on first?

Janet Beckers: Yeah and that’s that’s a really, you know, this is a problem that a lot of people will end up having. Like, quite often when you first starting out in business, you don’t realise how many opportunities there are out there for you. And so when you started your business when you started as an employee, you started getting part time, you went full time, and then now that one is booked out. So you can you know it can’t grow you any further. You can keep on going in there. but then you’ve got to change things in order to grow. And that’s okay. You could keep on going down that track. But the thing is, once you start getting a track record, once you start getting results, that’s when you see that there are all these opportunities out there. And you have to be really strategic about which of those opportunities you take because quite often when you first start out you go, “Oh my God, there’s an opportunity! I’m going for it” Because you may not have that many opportunities but once you start building up a track record like you have, there are more opportunities than you can possibly take. And so that’s number one lesson, is just because you can do something, doesn’t mean you have to. So and this is a really really tough one because you know, you can see, and once you get to your level where you’ve been taking a lot of action, you know you’ve just you know learnt so much being such an action taker in a beautiful methodical way actually, and so you know that you know what you gotta do. So you know you can apply those processes to any of those businesses and they would work. At making that choice. So I mean that’s a big big thing for us to be able to do on this call but what we’ll do in here is we’re going to work through the exercise on one of those but what you would really want to do is number one is, look at putting this exercise to both of those opportunities and then also thinking about, really strategically: Okay, where’s the next level go once I’ve met this initial need for this particular market? Like, how can I then expand my business to either make me go out of it, so can I trade up mini-mes and will there be enough demand for mini-mes, or is this something that will be meeting the need of a certain number of people, but not necessarily something that’s scableable? So just with that particular question before we dive into the exercise for you, Gail. You’ve got the the one side where you’ve actually got practitioners who are also speech pathologists who are looking at specializing, you know, really getting the skills that you get results within your clients, which is why you’ve done so well. One of the reasons. So there’s them. or the other side is people who could be speech pathologists they could also be in any health field who were going, “I want to do what you did. I’ll have what she’s having or I’ll have the waiting list names.” Out of those two, which ones can you see just on that scenario of, “can I scale it up? Or am I going to be needing an initial need to start with?” With either of those, can you see, you know, what’s your initial reaction to that?

Gail Bennell: Yeah. Well they’ve both got the potential to scale up, at least for me, and one feels really easy. I don’t know. I should take the path of least resistance or jump into the deep end.

Janet Beckers: Right. Ah there we go. So we’re looking for the scare-cited one. So, which is the one of least resistance? We’ve got some dodgy connection happening here. Which is, so for you, Gail, which is the one that you’re saying is easy and which is the scare-cited one.

Gail Bennell: Probably just to and get the practical experiences just to hold more clients in a particular area. The scary one is helping business owners grow their business. Because I feel like, I still feel like I learned even though I’m doing pretty well.

Janet Beckers: Yeah. That’s really interesting. So I mean both of those could possibly work but you can’t do both at once. So you’ll have to make that choice. And so with both of those, comes, if you go on one path it’s not just or I’ll do this and I’ll do the other one later. There is also opportunity costs that comes with that. And so you know so there’s making that decision will be more than we can do on this call. But there are certainly things that you need to be looking at. Like which is the one that number one is you know that you can do easily that there is definitely a market is easy for you to get them. And then the other sides of it that come is does it feed your soul? Does it give you joy? Because you already have an existing business so it’s not as if you’re going, “Right. I’ve got to do this because that’s going to get me so I can quit my job.” You know, or something like that. It’s, so, now you’re out you’re in the fortunate position where you go “Well you know what if you’re going to go into the next step which is not just me working, you know, me-to-clients which is going to go me-to-practitioners, which is the way that, for me, feeds my soul? So for the moment you know because you thought you’re at that position now you don’t have to go down.

Gail Bennell: We’ll do the business one today because I already have a program serving them so I can.

Janet Beckers: Excellent.

Gail Bennell: Work at getting this out to them so that the right people can get the information they need to-

Janet Beckers: Yeah. Yeah. And I can tell you here and now when it comes to being a larger market to be able to serve and a market where people can see the, um, they can see the benefits so they are more likely to spend the money is is going to a the second market which is helping them to be able to grow their businesses. Will all, will be the one that’s probably going to have a larger market and will probably be easier to invest in high priced programs. Or it can be very difficult to get somebody who’s going to be investing in what will end up being a skill or a qualification, in a way. Harder to get them to invest thousands or tens of thousands of dollars as a median. So the other one does have that potential to be able to make your business grow faster. So let’s have a look at that one. And so one thing that I’ve just what he wanted something that Gail said that I know at that time I’m just I’m if I’m looking down it’s because I’m just looking here for comments on my phone. One thing that Gail said is about you know it’s scary because I haven’t been doing it for long enough or whatever it is, there’s… I can tell you, Gail, that your results speak for you. So if you stick with “This is what I have done and I’m teaching what I have done and sure these other really really clever things out there that you can be doing but you know what I’m teaching you what worked for me and it worked”, that has integrity. And you can remind yourself you know what I got those results, you know. So that’s a really nice way if you ever feel yourself being intimidated by there are so many other people who know all this stuff and there’s so much I don’t know, remind yourself of that. Because I already know you totally, you will totally rock this space. Now, let’s go and I’m going to share my screen first just to do a quick teaching so people know what we’re up to. And… This is the one I want. Okay. So hopefully, you can see my slides here. So what we’ve got here is the Profitable Avatar Exercise. And just in short what we’re doing this is a unique exercise that I’ve developed over years and it works. And it’s so much easier if you’ve got somebody like me that’s done so many of them. We can nail this. And it’s, you can definitely do it yourself. It’s one of those things I teach you how to do it numerous times for yourself. But it really helps having somebody else that’s going to be doing with you. So what we want to do is we will be looking at two variables. Now, I teach this in detailing the lessons in the Attract Your Tribe program, in Lesson number two, I go exact I go in detail exactly how you need to do this so this is just a quick summary. We look for these two variables and the important thing is these are variables that from one point to another is part of the transitional journey that your client goes on. And so we’re looking at two. Very often one of these will be an external thing like actions, proof of results, perhaps. And another one will very often be an internal thing that is got to do with them either education or changing their mindset. Not always but that’s a good way for you to remember to get to work these out and then we’re going to have a look here at four potential avatars and they fit on this graph. Now what we’ll do is I’ll stop sharing and I’ll go back to Gail because we’re going to first of all work out what is the transitional journey she takes people on. And we’re going to work out these two variables. Then we will come back to this graph and we will plug them in. So stopping the share. Back to Gail baby. All right. Did I just call you Claire?

Gail Bennell: No.

Janet Beckers: No I just had this awful feeling that I called Claire. It’s alright. Right. All right Gail. So the transitional journey that you take your clients on. So when they start point A to Point B if you’ve got them at point A, what is where are they starting and where are they aspiring and going to be that you helped them with?

Gail Bennell: So starting, feeling really overwhelmed. And they’re working, probably, at some stage in business so maybe just starting out working for themselves or they’d be doing it a little bit. But this species in helping us not taught business skills. Which will all have been amazing clinicians.

Janet Beckers: Right.

Gail Bennell: It is just something that, feels so foreign as well.

Janet Beckers: We’ve lost you. You frozen on us.

Gail Bennell: So you have an insider.

Janet Beckers: Yes layback now.

Gail Bennell: Fantastic. So an end stage is they are not feeling overwhelmed. And not working nights and weekends trying to do the stuff while making money doing the clinical stuff and serving clients. And they’re getting their life back.

Janet Beckers: Right.

Gail Bennell: They’re not feeling so stressed.

Janet Beckers: That’s really good ’cause I think what I can see here is we have two potential paths here.

Gail Bennell: Okay.

Janet Beckers: Because one of the things is going to be the result. So if you’ve got somebody that they’re coming to you and they could have no clients or they might only just have a few. Or they could be like when you started out that you were an employee going, “How do you actually start building my own business? Where are we going to get my first clients from?” So it could be that there… and this is what I was talking about an internal and external. So their external might be “I’ve got no clients and they’re, at the end of the result, is you know what, “I’ve got, I’ve got a full what they call the booking or a calendar or a book out.” What would be the terminology?

Gail Bennell: Caseload.

Janet Beckers: Caseload. They’ve got a full caseload of clients in their business so that could be what they could see as like an external outcome but then the other side that we have of that is their skills to be able to manage that business in a way that is calm I guess. So a way to be able to grow that business that is not burning out that they’re that they’re in control.

Janet Beckers: So if we have to play with that is… The thing I find with doing this exercise is we want to play with a couple of variables because sometimes we’ll do the first variables and we’ll try it out and get yes not quite right then we’ll then we’ll play around quite often you don’t nail it in the first go. But let’s go and have a look and see what that would look like if we use those two variables. I haven’t, we haven’t quite worked out the wording on that sort of more tangental but it’s really going to do with their knowledge and their skills to be able to go on on how to run a business. Simply. Simply, or simplified for themselves. Energy. So let’s just go. I’m going to share my screen because this really helps with the visual now is… Where are we. Where is my slide… Okay, hre it is. So if we have a down here let’s put down on the bottom one that this is, you know, their caseload. How successful is that business, basically. So it just can’t do with caseload but it’s also to do with profitable caseload you know because they could very well be really flat out that they’re charging you know they’ve got everybody on Medicare or whatever it is. They’re not charge what they work. So this is a profitable business. So at the top it’s profitable business and down the end, you know at the very beginning, it may be no money. So it can be a real danger to go on a number of clients you’ve got but let’s make it so that they’re the amount of money that they’re making. We’ll have a look at that. So if we put that down the bottom so the people who are right on the left, you know, they’re not making any money yet. And the people on the right yes they’re full. They’re bringing in the money. They really can’t have any more clients that are coming through that. Now if we have a look over here on the top 1. Let’s do that to do with their you know their processes in their business that allow their businesses to run efficiently and effectively. So they have a life. So down the bottom here are they really don’t know much at all and the people who are up at the top they’ve got some really really good processes. So let’s have a look and we’ll plug those in. So if we have number one. This is probably a newbie they don’t have any clients yet and they don’t have any processes and they probably don’t know where to start. So that’s number one. Number two, now this is an interesting one. This is your “Burn outs”, I would say. So these could be the people who are really you know if they’ve got a lot of clients. They could be really really busy and really full. But these are the ones, when you were describing, Gail, that they’re burning out. They’re working the weekends. Is that a lot of people who you find that you work with?

Gail Benell: Yeah they’re doing nights and the family just holds them back really. It’s between seeing their kids and keeping up with the business.

Janet Beckers: Yeah yeah. Excellent. So that’s those ones there. Now let’s have a look at the other two. Number three is an interesting one because they might know it all. What then might have a lot of processes and they’ve learnt all of that sort of stuff. But something is holding them back. Maybe their business hasn’t started. They may have only just started. So they need help to get going. Or maybe they know all this stuff but they haven’t got the confidence.

Gail Benell: There’s a lot of people that spend a lot of time investing in setting up the business getting everything right and perfect and everything. you know, all the ducks aligned. So that you know the business is ready for that clock, but not spending the time attracting clients.

Janet Beckers: Yeah right. So I tell you what that is. That is the perfect Procrastination, isn’t it? That, you know, I’m just gonna get my procedure manual perfect and then I’ll go into the marketing because you know, I want to keep up with all the clients coming in. If only so yeah. So that’s definitely one set so they really going to be needing a lot of help with mindset stuff here. Or actually get them happening. Number four. Now these are people that are really busy and they’ve got the systems in place now. Sometimes number four, you go: Well these are people who have got it all together. What do they need me for?? But these could also be people now wanting to move themselves out of the business. They might be wanting to bring on partners they might be wanting to expand and so they’re going to need some help. because as you go to the next expansion level, very often what will happen if you’ll drop back into some kind of chaos because you know the main person might have to go flat out training other people or picking up slack.

Gail Benell: You know what people really struggle with? Their business is really busy but they’re still, you know, seeing clients and they’re taking on staff as well but they don’t really have the time to support staff as well as they could.

Janet Beckers: Right.

Gail Benell: They skip supervision that they know they need to do. They can’t really afford for themselves to step out of the business to work on, you know, things that are more passive. Or just to support their team.

Janet Beckers: Yeah that’s excellent. So with that Gail, so the next question I want to ask you is… With those two things, do you have your own, you’ve got your own experience and you can work with people that can help them on both of those paths? Like, can you help them to systemize their businesses and with their marketing. And can you also help them to systematically increase the number of people that are coming through?

Gail Benell: Yeah yeah yeah.

Janet Beckers: Yeah. I mean I know you can be watching you. You know this. Y ou’d absolutely nail it. So that’s the that’s the number one thing because quite often people will put as one of these variables about money. So we’ve kind of got that on that bottom one. You know about them bringing in the money they’ve got paying clients. But sometimes people will put that down there but there’s actually nothing that you can do that is going to help people to increase their income.

Gail Benell: Yeah.

Janet Beckers: So it’s not a variable that you should have.

Gail Benell: Yeah.

Janet Beckers: So I know for you you do but for people who are watching you know if you’re doing something say to do with health and it might be to do with, you know like your original client sort of got to do with speech you know non-verbal which I noticed when you whenever you say non-verbal you go non-verbal. We got your non-verbals. You know you’re not helping those non-verbal people make money so you wouldn’t have that as a variable. Yeah. So so yeah non-verbal. No, you’re not making the money. Right. So that’s another one you can absolutely help them. The next question I’ve got for you is, do you think that there is anybody that’s, when we’ve talked about these, is there a group that you are aware of that hasn’t fitted in there? That’s being ignored?

Gail Benell: No. I think that covers everyone.

Janet Beckers: Okay. Well, That’s good that’s good. So that means that those two variables make good sense. Now what we want to do is there and this is where it comes into the next part is never going to be “okay number four is always the most profitable. Number ones are whatever.” This is where it comes in for your experience because we’re not just looking at their ability to pay. We’re looking at how motivated are people to actually get this happening. Where is their pain points? And so now let’s look at 1 2 3 and 4 and we’ll do this quickly. So number one: they’ve got no idea where to start and, you know, they may haven’t got a business yet. They’re not making any money they might have only just decided they’re going to go out life or they might still be employed thinking I want to escape. Those particular people. What do you think in terms of them, with the experience that you’ve had and the connections with them: How motivated are they to invest the money and the time for your help?

Gail Benell: I feel like they are really looking for advice are the ones that are on Facebook asking questions in groups and because they haven’t got the business yet and they’re still haven’t really got the money or they can’t see how the money can help them.

Janet Beckers: Yes that’s some really really good insight.

Gail Benell: You know, health professionals are real DIY-ers. Yes you know that’s our job is to problem solve and come up with solutions.

Janet Beckers: Yeah, absolutely. So that’s that’s really good insight because a lot of times people will go “oh well they’re the lowest”. they need to have the greatest “you know I can help them the most” ’cause you can. You can help them a lot. But if they’re not going to be motivated if they’re already at that beginning and they’re really reticent to spend the money, it’s not a good one for you at the moment to focus. You’ll still attract them. But if you make all of your marketing at them you know you’re gonna have to do a lot of convincing them of you know you want to make this money it might take you a year or two to make that amount of money or whatever. And half of them want something now. So that’s a good insight. Alright there’s numbers two. Now you, When I talked about those it sounds like you’ve been attracting a few people at the number two.

 

Gail Benell: Yeah and they’re just they’ve tried DYI-ing and they’ve ended up in complete overwhelm. And they’re losing their family time and sometimes they’re not even making enough money. Right now they’re working really hard, really long hours. And they’re not actually making more than they would in a job.

Janet Beckers: Yeah. Excellent. Oh look I can just feel their pain. I could just, I just go “oh”. I know exactly you know I work with so many people like that and it just breaks your heart. It really really does. So for them it sounds like they’ve got a pretty strong motivation. They’re also getting motivation from their family, aren’t they?

Gail Benell: Yeah yeah.

Janet Beckers: To do that. Do you think that they motivated to spend the time as well as the money?

Gail Benell: Yes and no. Sometimes, it’s really hard for them to see how to make the time.

Janet Beckers: Right. So they might be you know for this crowd it’s an important part that you’re going to demonstrate to them the beginning how we’re going to get you some time now. Yeah we’re really quickly really quickly what can we do right now that’s going to free up half a half day a week or something.

Gail Benell: Yeah.

Janet Beckers: Yeah. Okay cool. So number three these are the people that are the procrastinators.

Gail Benell: They are, I think there’s possibly two groups. One group is still stuck “Oh if I just get that perfect. And then the clients will just come.”

Janet Beckers: Yep.

Gail Benell: But then there’s the other group that spent so long getting it perfect that they realised that they weren’t working.

Janet Beckers: Right. So you felt from your experience do you think that they have a strong motivation?

Gail Benell: Not as strong as number two. No.

Janet Beckers: Okay. Cool. And number four. So these are the people that are expanding their business and they’re burning out. The principal person’s burning out and their staff are probably curious. How motivated do you think they are?

Gail Benell: Really motivated. They’ve invested a lot of time into building their business where it is. Getting there, you know, attracting the right clients and you know they really love helping people.

Janet Beckers: Right.

Gail Benell: They’re at the point where they’re not sure they’ll keep doing it.

Janet Beckers: Right because they’re burnt out. So for me, listening to what you’ve said it looks like number one and number three, even though you know that you can help them a lot, it’s not their… They’re not as motivated. There’s going to be some resistance. So you’ll still attract them.

Gail Benell: Yeah yeah.

Janet Beckers: If your mark- so out of two and four, it looks as if those are the two that are going to be more willing to spend the time. And probably spend more money if they get if it means that they get some of that stuff done for them.

Gail Benell: Yeah yeah

Janet Beckers: Done with them rather than doing a step by step course on how to do something.

Gail Benell: Yeah.

Janet Beckers: So and the interesting part with this because both of those fall on the righthand side, the messages and also the programs that you’ll be giving them, the help you’ll be giving them, is not so much on how to get more clients.

Gail Benell: No. They’ve got too many clients.

Janet Beckers: Yes so if we were to be marketing to number one and 3, our core message is going to be about get new clients. Attract new clients. How to consistently get clients. How to convert. How to do the sales call. All of that sort of stuff. But really what you’re doing here is how to not burn out. How to get the systems in place especially around your marketing and especially around all the you know the NDIS stuff so that you can get, you know, you can spend time with your family. You don’t spend your weekends. Your staff are actually going to love you rather than, being a mutiny. See how they’re very different messages, aren’t they?

Gail Benell: Well absolutely. And you know to give the quality services that you’re known for.

Janet Beckers: Yeah.

Gail Benell: It won’t be the standards slipping ’cause they’re slipping.

Janet Beckers: Yeah.

Gail Benell: You know what if I would lose my business because I started doing a bad job?

Janet Beckers: Yeah, absolutely. Which would just be you know that’s a huge fear. I mean that’s what that’s what number three up there is afraid of.

Gail Benell: You know.

Janet Beckers: “I don’t want any clients.” Subconsciously. So yeah. So you haven’t looked at this and having a look at that journey and looking at those ones that are motivated, that’s going to be your key thing. And you know it’s a really interesting thing, Gail? With people that I have found is the people who are in number 4 and 2 who have got the clients already but they’re burning out. They need the systems. They need to have to leverage themselves. All of that sort of stuff. They are the people who actually usually prefer to have a high-end program. And so you, instead of you… If you are targeting number one you would probably be going for a lower price program and you would be going to get a larger number of people you’re going for, especially number four. But then also number two. You may only need to start off with having just a handful of clients who charge who you will be charging a much higher amount.

Gail Benell: Yeah. Yeah.

Janet Beckers: You know so you’ll get a ten thousand dollar client rather than a 500 dollar fine. But it is now you know that the thing that you’ll be that you’ll be marketing to them with and providing them with is going to be around all of that. Getting a Life. Getting the systems. You know. Making it so that you know they actually get to, you know, not burn out and they won’t give up. Once you go in there with those messages, then it’s going to be off. “Oh for Heaven’s sake. Just come in, Gail, and help me. I’m exhausted.” And the end then I will also understand the difference that it will make then financially yeah. Alright here’s a ten thousand dollar or fifteen thousand dollar program or is it not going to be probably enough to have a lot of the IP day they’re going to be. I want to have you as my consultant here. Month after month after months working with me and my team that’s been my experience with people at that level is or I want to be part of a higher level mastermind where I get to go with other people who are going through the same thing and we can get to make it go faster. Is it’s actually easier to sell into a higher price program than it is to sell into a low priced program with people like that. Yes and it’s going to help them. You’ve got to help them more than trying to play down small “Well you know maybe like just yeah it won’t cost you this much money or whatever I’ll give you this smaller service”. They will be so grateful if they know that you can come in and just really solve this problem for them say they’re in pain.

Gail Benell: Yeah fantastic. Thank you so much, Janet.

Janet Beckers: You’re very welcome and thank you so much for being so open. For people who are watching this as you can tell, Gail is… She cares, you know, about her client. She really really does care about her clients. So if it’s just if you are a Four, if you when we were talking about number four and number two here. If you were going “oh my god that is me” just give it “hell yeah” down below and contact Gail. So how can people contact you, Gail.

Gail Benell: That’s a great question.by e-mail address and this is like from my business is in constant flux. My e-mail address is still my business from two businesses ago. I haven’t even updated. So GAIL G-A-I-L at raising nonverbal children, which is all one word, dot com. ([email protected])

Janet Beckers: We’ll put that down below in the comments anyway. Yeah and the thing is you know with this kind of thing you can even just go on to your name, you know, that sort of consultancy. You know, if you’re going to start an office starting with “let’s just have a few clients that I absolutely can amazing results with working with them closely and then from that now will go and we’ll create some systematic material that I can then sell to other people as packages”. So instead of creating the systems and the small packages then upgrading to higher price clients you start at the top consulting with them creating. You realise you’re working with them and then you can package it together to be able to help more people at a lower price.

Gail Benell: Fantastic great advice.

Janet Beckers: It’s kind of counterintuitive, isn’t it? We quite often go, “I will charge more as I get more confident” but it’s actually the other way around.  “I’ll work closely with you. I know I can get results with you working closely.”

Gail Benell: Fantastic. Thank you, Janet.  I have to get going. Thank you so much.

Janet Beckers: You’re welcome. Go get them, girl. Bye! Okay. Everybody that’s still here and I imagine that most people will be watching this on the on the replay. So I hope that that gave you some insights in how to use the pro- how to use that really powerful exercise because, as you can see we could have gone either way with Gail’s targeting that message of “I can help you get new clients” because that’s what she did. You know she went from having no clients to you know getting completely booked out full caseload in quite a quick time. And that was moving interstate, you know, with Gail’s story like moving interstate within two weeks. She built up the reputation, applying all the stuff that she’d been doing in the precursor to the Attract Your Tribe program. She- within two weeks, she was completely booked up in that new town. In that new state. So she knows how to get new clients but she’s also got all of those systems behind it to be able to do that seamlessly. You know enough that she’s thinking “alright well I’ve done all of that and I’m you know I’ve got all those new clients. Let me build up the next business. I’ve got the time and the energy.” So she could go either way. But as we’ve worked out the people who are going to be most motivated are those ones who have already got clients and they’re burning out. And she’s got really good systems that she, I know from behind the scenes with Gail, she’s got really good systems to be able to work with those clients really, really efficiently. So yes I’d love to hear from you leave those comments down below, any questions that you’ve got. The free training that I’ve got is only open for about another 10 days. I think it is. Yep. Another 10 days and then it will be it will be going. So if you would like to go into, have some good training there on how to use this exercise and how to apply it to your business, you can go over there to Attract Your Tribe workshop. Appropriate links down below and yeah I’d love to hear from you. I hope this has been really helpful. Bye.

Simplicity in Business

Simplicity in Business

In this week’s podcast I interview my gorgeous friend Milana Leshinsky.

Milana and I met a few years ago in Hollywood darling when we were both being featured in a documentary (long story).

Who would have thought it would be so boring on a film set, but there were a lot of long times when Milana and I had to be quiet and sit in the dark while other filming was happening.

As you can tell, in the interview, we both like to talk so we spent a lot of our time, outside the studio, talking and getting to know each other.

We’ve been friends since.

You’ll love this interview as Milana breaks down very methodically exactly how to have a business that allows simplicity in your life, even a 7 figure business such as the ones she has built.

Plus as a bonus, she introduces the 4 marketing personalities.

I look forward to hearing your feedback.

You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below.
Never miss an episode. Click here for all the ways you can subscribe.

Show Notes

  • We talk about what it means to be a coach and how it has changed over time.
  • Milana shares how she walked away from her 7-figure business, spent six months in “hibernation”, and created what she calls The Simplicity Circle and later discovered the idea of Simplicity Entrepreneurship
  • We discuss how marketing is a creative outlet and an opportunity to help others
  • Milana talks about marketing strategies and how people spend a lot of time using ones that don’t work for them
  • How growing your business through simplicity is easy
  • Ways to identify the 80% of the things that you do that don’t work and make you unhappy – action steps for you to take this week
  • The 4 Marketing Personality Types and how to find out which one you are
  • Your Call To Action: Share your ah-ha’s below.

Introducing Milana Leshinsky

Simplicity Circle Founder Milana Leshinsky is creating a simplicity revolution for coaches, authors, speakers and entrepreneurs who want to grow their businesses with ease. Creator of Recurring Revenue Revolution, author of Coaching Millions, co-founder of JV Insider Circle, and an inventor of telesummit, Milana is known as a serial entrepreneur and paradigm shifter by many luminaries.

She came from Soviet Ukraine 25 years ago as a classical musician with zero knowledge of the business world, and has built multiple six and seven-figure businesses. Today she’s passionate about showing entrepreneurs how to use simplicity as a growth strategy. Goodbye complexity and overwhelm. Hello simplicity, profits, and ease!

Read The Transcript Here

Janet Beckers: Hello and welcome everybody. Janet Beckers here from Romance Your Tribe radio and I’m so excited to introduce you to my beautiful friend Milana Lishinsky. Hey, Milana.

Milana Leshinsky: Hey Janet, it’s great to be here. I’m excited to talk to Australia. Oh my God.

Janet Beckers: I’m really excited too because when we first met in Well what we thought was Hollywood.

Milana Leshinsky: Oh my God, you thought so too?

Janet Beckers: Yes, I know! Was sort yeah what we thought was a much bigger opportunity than it was a really good adventure anyway where we were both being on the set of the documentary and for me, the thing that was the biggest highlight of the whole experience was meeting Milana because there was a lot of hanging around, wasn’t there? When you’re actually filming a documentary so we sort of became BFFs and hung out in the back of the studio just catching up on everything that we were both passionate about and so much of that was about business and making a difference to people- making a difference to people, wasn’t it?

Milana Leshinsky: It was it was awesome. Yes and I remember you and I both kinda were a little bit awestruck or star struck when the woman from the movie E.T. showed up.

Janet Beckers: YEAH!

Milana Leshinsky: We kept taking pictures that was the other thing that we- ya know it was like mini tiny Hollywood or.

Janet Beckers: Yeah yeah yeah yeah we can we can now we can share it that way. Pretty funny. Yeah. So I invited Milana along today because uhh look, I’ll let Milana tell you a bit more about her story but when I first became aware of Milana it was when she was working on recurring revolution when she was helping people with recurring incomes. She was really modeling the go to go to space in tele summit so you invented the tele summit model, didn’t you?

Milana Leshinsky: Yes I did.

Janet Beckers: It happened. Yes folks this was ground zero. So inventing the tele summit and really I can remember when I first started out getting CDs that were by you on how to make membership sites like this was way back right at the very beginning. So Milana’s been there but you’ve managed to always stay ahead of the curve. You’ve always managed to you know see not see a different way of doing things and then working out how to do it and then doing it incredibly well and then seeing the next opportunity. So it’s not as if you’re skipping from one thing to another you’re looking at the way things are done and how can we do them better and really think outside the box. So that’s that’s kind of where you’ve got to at the moment isn’t it. You’ve got a different sort of face that you’re going through but you’re really developing new ways of doing business.

Milana Leshinsky: You know well, time times keep changing. People are starting to be more savvy online as consumers. You know, it was all the marketing tricks where you could post, I don’t know like “get this now or this page disappears in 20 minutes”. That doesn’t work anymore. I used to like I literally remember buying a product that would be like a pop up window that would say “This offer goes away in 20 minutes. The page will disappear so you better buy now” right like those pressure tactics. I think people will look at it now and say “oh really, okay?”

Janet Beckers: Yeah. Yeah.

Milana Leshinsky: It disappears on you want to somebody else. I don’t think that people are as easily influenced by those tricks and so people and you know consumers got savvier and smarter they also got more skeptical. And so they also have a lot more choices. Right. When I was starting out back in 2001 I heard the words “life coach” and “business coach” for the very first time and so I was intrigued by that. And today I went to Wal-Mart because it’s like little only two streets away from my house. So it’s an easy stop to get something that I need quickly and I saw a cashier and his name tag said John and his last name and it said “coach”. And I asked him, “what do you mean by that?” Is like I just coach other associates here. Or.

Janet Beckers: Associates. Yes.

Milana Leshinsky: Yeah. So the word “coach” has now penetrated the most unreachable layers of population so to speak, right? And also coaching. And I don’t know how many people are listening and watching your podcast who are coaches and who are interested in coaching. But it’s now blended. There is no longer a very clear line between coaching and every other business owner offering coaching.

Janet Beckers: Right.

Milana Leshinsky: You could be a professional coach or you could be an accountant offering coaching. Right. You could just decide one morning that you went off and coach so that the marketing internet marketing and coaching industry have blended. So now it’s impossible to tell who is who, who and what is been offered. When and where. The overwhelm is unprecedented.

Janet Beckers: Yeah that’s a good point. I haven’t actually thought of that, Milana. You’re right. Because it used to be very much to consider yourself a coach. You know you would have developed and learnt a whole suite of tools to to coach to actually walk people through a step. And so I resisted calling myself. That was my alarm, sorry.

Milana Leshinsky: So I just went outside it’s the sounds that you know you’re in a spa somewhere.

Janet Beckers: You know for one it wakes me up to bird sounds. Yeah yeah.

It’s very early in the morning here in Australia, sorry. But um yeah back to the coaching we just got disrupted by my early morning alarm there is yeah I know I resisted even referring to any of the services like it as a coach or any coaching business for years and years and years because I felt that you had to have qualifications. It was sort of you know didn’t feel having the right to say that but interestingly I’d been calling our business a coaching business and a training business for years now because that’s what people started calling calling me and calling us. So for people who are listening who were in that coaching field. This is a really good distinction to have now that it’s not one or the other. You are a blend which I think can be can be quite liberating for a lot of people in the coaching space actually.

Milana Leshinsky: Well it can be liberating but also there is a lot of resistance especially from people who have completed coach training schools. And do feel kind of like “well how dare you call yourself a coach if you haven’t put in the time and the mastery that I put into you know in my life in my career” so I can totally understand both sides. But the thing is that the market wants what the market wants. The market wants this person who just sold you a Facebook ads training to also coach you. And so that’s how suddenly you you a Facebook ads expert now become become a coach, right? So that’s kind of like you know you would call it training you could calling you could call it support but the word “coach” has now become so general and generic that I used to say that I started my business working out and coaching industry and now I can’t even say that because what is a coaching industry, what the heck is a coaching industry, right? Is there a coaching industry? What is it and where does the coaching industry starts or ends and everything out begins, right? So it’s kind of gotten really… You know there’s a lot of blending going on.

Janet Beckers: Yeah. And so if we if we look at those changes that you’re seeing in the industry now. Let’s now look turn it around and we’ll have a look at the file.

What you’re doing now. So and then we can talk about especially when it comes to the coaches about how this can this can they can apply because you’re now focusing on the Simplicity Circle. Would you mind describing what is what is the Simplicity Cycle and then we might dive a little bit into how that’s come around and then we’ll circle back to to the changes in the industry. Does that sound okay?

Milana Leshinsky: Totally. Well so Simplicity Circle was really born out of me suddenly seeing you know I walked away from my business last year it was the seven finger business. Some things were not really working for me in the company with my partner with my business partner. I started getting a little bit restless and you know I get bored. A lot of the business doesn’t stimulate my creative juices and so I walked away and then I spent six months kind of I don’t know if I was hibernating. I was researching I was looking I was doing a lot of self exploration but what was starting to happen is that I started seeing how growing a business can cause you know stress frustration can take away from happiness and peace AND from profitability. So. I- this is when I discovered the idea of simplicity entrepreneurship which is what simplicity circle is really focused on today. And you know, simplicity entrepreneurship is really a business growth strategy based on keeping your business’ structure as simple as possible. It’s also a mindset right consciously making choices that focus on simplicity. You know I talk to a lot of people who are on the brink of a burn out and they built such a monster of a business, they cannot even walk away from it. A lot of people tell me “I wish I were you. Then I could just walk away but I have commitments clients my team I built all of this, like I can’t walk away from that”. And so Simplicity Entrepreneurship is really a way to grow your business and it doesn’t cost you your independence, peace of mind, your health, your relationships.

Janet Beckers: Oh look and I would be I wouldn’t I would be I think would be a very healthy bet for me to be able to say that majority of people who are listening to us today they’re- the reason why they’re exploring about how to build their tribe, how to build their business online is because they’re not looking for complexity is they’re looking for simplicity because it is about freedom. But the reality is once you start learning these new concepts, you start going down this track, it can get so overwhelming. It can feel incredibly intimidating that it’s very easy to lose what you describe as the happiness in your business.

Milana Leshinsky: Yeah. And the problem is that there is really no way to tell which way to grow your business, which direction to grow your business into, which marketing strategies are going to work for you. There is no way to discern all the advice and all the information that comes at you which is why simplicity circle is- you know, has such an amazing purpose right now I’m so excited about it because I get people to tell you know this is the direction that you clear. You know look at your results. I do several tools and assessments in the program that people come into and we look at their results and say it tells you right here that these marketing strategies are not going to work for you. So why are you investing so much time into in that direction right.

Janet Beckers: Yeah. Brilliant.

Milana Leshinsky: And instead this is what you should be focusing on because it is aligned with your natural skills, your natural abilities, right? Build your business around your natural abilities I call them super skills because when you use your super skills your results come with ease.

Janet Beckers: Oh absolutely. You are talking, talking my language. Well let’s go into let’s go into some steps that people can implement to be able to look at their business and to look at simplifying and just before we do that, I thought it might be nice to put a little bit of a frame around… You know this the feeling of you know being so your business taking so much of your life over a lot of times people will look at a business and they will go “Oh look, they’re amazingly successful, they’ve got it all together. That’s what I want.” Not really saying behind the curtains that this is a person who is so burnt out and I know that there will be a lot of people who are listening here that will be at different phases in their business and they are quite often looking at the face above them or the person above them thinking they’ve got all this business stuff down pat but I just find it a revisit like where you’ve come from is you haven’t come from business to start with you kind of had to come into this sort of area from from from a musician. So you were you were travelling from from Ukraine, is that correct?

Milana Leshinsky: Yes yes. I was — by the time I came to America I was 19 years old and I was already a diploma music teacher, a classical music teacher.

Janet Beckers: Right.

Milana Leshinsky: You know in Ukraine the education system was a little different so by 19 I already had graduated with a four year music education degree.

Janet Beckers: Right.

Milana Leshinsky: I was a kid that I was ready to teach other kids. But yes I was definitely not a you know somebody who was ready to do my job. I didn’t hear the word “marketing” until I was in my 30s. My God it was 15 years ago.

Janet Beckers: Yeah. Yeah. And so what drew you into the business?

Milana Leshinsky: Well I wanted to stay home with my daughter. She was born in 2000 and while I was pregnant I was you know starting to explore this thing called the Internet. You know it was like years ago and the Internet was just starting to boom, you know, and I couldn’t find good daycare for my daughter when she was born. And so I slowly slowly slowly ended up being a work at home mom. Started out by creating websites for companies and then discovered this idea of coaching and coaches started hiring me to create the Web sites and so that became my niche at that time. Excellent. And the more websites I created, the more you learn about how to use their website to get clients and I started- I don’t know. There is something creative about marketing. The way I saw marketing that was that it’s an opportunity for me to create something cool and I’m always creating something cool right. I think a lot of people see marketing as something that they have to do to push and sell and dirty marketing I always saw it as an opportunity to educate people to create value for them and to share something innovative like a framework that I imagine in my head. Organize different ideas you know. So marketing doesn’t have to be dirty.

Janet Beckers: And it’s so refreshing to hear somebody else say that because I feel exactly the same way because my- I’m – I was an artist. You know I had an art gallery was my first business.

Milana Leshinsky: Ooh, didn’t know that.

Janet Beckers: And since I’ve started this track of my business I very rarely actually create a lot of art and and people have said to me, “Look that’s a big change. Where is your creative outlet?” And it took me a while to realize, you know what? Actually marketing for me is a huge creative outlet. I get a really similar creative return from thinking about some creative ways to get a message out there and to involve people in the process of the marketing so that’s fantastic to hear somebody else say it’s so true. So if we could just backtrack to look a little bit of your story because I know that we’re going to look at the process here now for you to be able to grow your business by simplifying. And you said there at the at the beginning about happiness and you said there at the beginning about you know your what’s your real sort of like superpowers what what’s what are you really good at. So that you can’t even start looking at those steps without getting a feeling for what is happiness for you, why are you doing it to start with. So thank you for sharing that bit of your story first so that we can work and people can really understand as we go through these steps where you come from when you apply it to your business so you.

Milana Leshinsky: And you know what’s interesting is that I didn’t realize that I was unhappy in my previous business until my body told me so.

Janet Beckers: Really?

Milana Leshinsky: I started to have panic attacks and I didn’t know what they were and what the whole idea about anxiety. I’ve never it just was never part of my life. I knew all the commercials about anxiety and I didn’t know what it was and I started having panic attacks and for the last two years running that business I was experiencing these what I used to call “episodes”. I didn’t know they were called panic attacks and so when I discovered that these were panic attacks and that are a result of anxiety. I also realize that I’m not only anxious I’m also very unhappy in my business. And so I sold my house to my business partner and I went solo again because I was in business I was in business for 17 years. It was only the last three years that I was in a partnership with someone that changed the dynamics of my business. There’s something that started changing. My lifestyle changed. My schedule started changing. You know and so yeah happiness was nowhere part of it but I didn’t know it which is the most fascinating thing to me. It took my panic attacks to tell me that I’m not happy.

Janet Beckers: Wow.

Milana Leshinsky: I was just going through the motions everyday waking up and doing the work, doing the work, doing the work. My business needed me. My clients needed me. My team needed me and it was only when I found the panic attacks to be unbearable any longer. I just made a decision to walk away from my 7 figure business.

Janet Beckers: Wow that’s that’s huge isn’t it. For people who are listening that I think this is a really important first step for you to do is- Is really having a look at. “Are you happy?” Like what are you getting joy or are you going through the motions and you really do not want to have to get to the stage where I got to where her body is screaming at her to say something’s got to change something’s got to change. So let’s have a look now. It’s a simplifying your business because I love how you say you can grow your business by simplifying. It can be a bit counterintuitive so for people who are listening for them to be able to take some action this week what can be some steps that they can be applying to their existing business and to grow their business while making it so much simpler.

Milana Leshinsky: Yeah well the answer is actually very simple Janet.

Janet Beckers: Of course!

Milana Leshinsky: The way that you grow through simplicity as your growth strategy. A lot of people were confused about when I first started talking about it and I realised that it’s it’s almost too obvious why most people still don’t know how to do that. You can you know use them- simplicity can help you grow your business by way of removing 80 percent of things that you do that don’t pay off and things don’t make you happy, right?

Janet Beckers: Right.

Milana Leshinsky: And as soon as you move those things what happens is the friction, the resistance that you’ve experience in your business? It falls away. The question is what is the 20 percent. Most people don’t know what that is. You know I talk to people who say oh I know what my natural abilities are. I’m a writer but then I say, “okay well great. So is your writing generating your income for you?” And they go, “Well not really because…” then they’ll go into this whole thing why they haven’t really been profitable. And the truth is that it’s one thing to know what your natural abilities are and what you enjoy doing. It’s a whole other thing when you think about how to translate your natural abilities into a profitable business. Be a little bit more strategic it’s not about “well I love writing therefore I will be writing more and therefore I’ll be making more money”. If it was that simple, I don’t think that business coaches would exist to be honest with you.

Janet Beckers: Yeah.

Milana Leshinsky: I think more … digging a little deeper like the kind of things that I talk about in my programs have to do with discovering your big idea. What is your big idea. What is the unique hook or angle for your business or for your products and programs that allow you to stand out. And then you talk about things like your business model. What are your products and programs they need to be creating. How do you price them. Most people take point out of thin air but that is not a strategic way to determine your pricing and what happens is if you price yourself incorrectly you’re going to again get resistance from your clients, potential clients, and in your own business and then the marketing strategy. You know, every person has a unique marketing personality which we determine once the people start working with me. We’ll look at what is your marketing personality. Are you a teacher, builder, connector, or champion?

Janet Beckers: Right.

Milana Leshinsky: And what would that mean in terms of marketing methods that you need to choose? What does your marketing strategy overall looks like based on your marketing personality? So you may know what your natural abilities are but most people don’t know how to translate that into a profitable business and so that’s what I love doing with people because suddenly their eyes are open and there is, “Oh my God I’ve been building my business using all the methods that don’t fit my marketing personality”. And so.

Janet Beckers: Right.

Milana Leshinsky: It will become so much easier it’s almost like… waking up and getting paid for just being you.

Janet Beckers: Which is which is the thing when we come back to romancing your tribes. That’s what sets you as that tribal leader is people are going to be drawn to you and your energy and your vibe which will come from doing the things that you love and it doesn’t necessarily mean that you have to be the most charismatic. You can be as dull as dishwater but still you’re going to attract those right people to you – not anybody here as dull as dishwater – is you know because your- you’re doing those things that are that are in your natural flow.

Milana Leshinsky: Exactly. And what happens unfortunately a lot is when people start their businesses or they decide to start growing a little faster, they start looking at other people who are successful. For the longest time I looked at several people that you and I both know you know there are high level entrepreneurs in our industry and I wanted to do what she did. And I spent 11 years attempting that business model and every year I thought well did you do it this way or this way or that way but it never worked. When I started creating the simplicity program and developing these tools for my clients I started I looked at my marketing personality and her marketing personality and realized that we are opposites to the point where I feel like I’ve wasted 11 years trying to master something that wasn’t natural to me to begin with. And so I gave myself permission to stop doing it because that’s you know that’s yeah.

Janet Beckers: Yeah. So this is a few things the things you said here a few times. It’s very much a matter of really looking at what’s working for you already and what’s and what is your core way of your marketing and doing business. We’ll explore that a little bit more is it sounds a lot of it is making the decision to say no. To let things go.

Milana Leshinsky: Absolutely, yes. It’s like having your own filters a series of filters that allow you to see which direction to go into and even you know like technology changes all the time. Tomorrow Today Facebook ads and Facebook groups, tomorrow may be completely new tool, a new strategy. And when you know what you are well you know when you have a tool to discern the right way for you to focus your marketing around, you’re going to know whether to use that strategy at all or not. And if you do choose to use it then how to adapt it to your super skills, to your natural abilities. Right. I- I’m not a social person. I’m definitely- I’m more introverted. And so I kept thinking to myself that I can’t use social media. And here I am I’m running a group called Simplicity Circle on Facebook and I have you know almost 1500 people in the matter of just a few months. People just flocked to the group based on the message that I was sharing. And so I was confused, “why do I enjoy that?” And turns out it’s because I have adapted the use of social media that works with my marketing personality. Like a lot of people will do different things on social media. Some people will post pictures. Other people will go into other people’s people’s groups and connect and private message and get clients that way. And I do things differently and everybody has something that they need to know about themselves about their core drivers and core purpose of what they do of why they do what they do, right? And when you understand it, then it’s going to be immediately obvious to you what marketing strategies to use, what products to create, and how to adjust them so that they work for you.

Janet Beckers: I love it. So can we just briefly go over the four different your personality types I suppose were your ways of approaching business so that we can then have a look at just a couple of things that people can think about so that they can analyze the way that they’re approaching what they’re doing in business and see if these are the things that they can help to decide about doing differently. So what were the four?

Milana Leshinsky: And you know there are like labels essentially but there’s so much more behind each one.

Janet Beckers: Of course, absolutely.

Milana Leshinsky: But the labels are Teacher, Builder, Connector, and Champion. And if you are a Teacher and you try to build your business like a Connector, you’re going to struggle. So my personality my marketing personality is Builder, followed by Teacher and so that combination, Builder-Teacher, is what I do and all the strategies that I use in marketing all the ways that I use social media all the things I do when I work with joint venture partners they have to do with you know, builder. Which means I’m building something I’m creating something and teaching teacher I’m teaching I’m motivated by you know disseminating the mystifying information. And so there are certain marketing methods that go along with each one right? That’s kind of a brief description of it but I go a lot deeper into it when I work with clients because you might look at some marketing strategies and say well I want to do I want to blog. I love writing and so you could spend the next five years blogging and not make a dollar.

Janet Beckers: Yeah.

Milana Leshinsky: Right. So how do you do that. How do you really bring out your marketing genius. By using your– what you know by yourself as a person, right?

Janet Beckers: Yeah. Can we have a look at the other two because I suspect that they are ones that I have that I have as my strengths.

Milana Leshinsky: I have a sense of you as being a connector right. And maybe a champion, it’s hard to tell. You know until you take the assessment but connectors are those who really love connecting with people not necessarily networking a lot of people misunderstand it. Like but I don’t like networking well you could connect connecting during the networking meeting or you could be connecting one on one with people if you were in a small group or over the phone or by Skype or you are naturally drawn to connecting people you are you deep you get deep satisfaction from when you introduce people to each other. That’s now it’s about connecting. You also can be connecting ideas not necessarily people you can be connecting ideas.

Janet Beckers: And the other one, which was the champion, is that when you’re shining the light on other people?

Milana Leshinsky: So that could be part of it but a lot of champions are- so there is a champion who is very extroverted and there is a champion who is introverted and rather than right one is more of a coach. Another one is more of a speaker from stage and exerting that energy at people. They inspire people through telling stories the you know like you know immediately when you hear somebody speak from stage if they are a champion or a teacher or a connector or a builder know is that I’m not saying that if you are a teacher you cannot speak from stage if you’re a builder you cannot be trusted you absolutely can. I’ve done my own life events for years. I just was being a builder and a teacher. I was not a champion or a connector.

Janet Beckers: Well that’s fantastic. For people who are listening for it to be able to take action now you know. Think about those four types and of course you know – connect with Malala because that’s how you’ll be able to really dive down deeper to see really what those four are and then have a look at the way that you’re approaching business and I can tell you just from my own experience recently that I had built my business on connecting. I had built it on doing tele seminars on connecting people with people who can help them absolutely in the flow absolutely loved it but I was influenced by what I was seeing other people doing. Thinking this is time consuming I should be backing out of the business a bit and systemizing things a lot more so I’m sitting outside not moving myself out of it. I got so bored. That’s why I’m doing this podcast again because I love connecting. I love talking to people and connecting people with the right person that’s going to be able to help them.

Milana Leshinsky: So that’s what you actually do. And so that’s the first thing is to pay attention what do you naturally do when left to your own devices what do you naturally tend to do like. I find myself organising information into teachable formulas and systems right. That’s just what I. I have an idea. I can do this at the wee hours of the day. I can do this when I’m sleepy or when I have a headache. This is what I naturally do doesn’t require a lot of energy to put me on stage at wee hours in the morning and I’ll probably have a panic attack.

Janet Beckers: Oh there you go.

So that’s a really nice way for us to finish off in terms of what can people do this week so my challenge for people listening is this.

This week is really a good look at your business and think about you know what actually does make me the money and what doesn’t.

And then I love Milana’s concept of the four types when it comes to then looking at that in the way that what. What are you doing in marketing. What is- where does your natural energy go? What- What can you easily do in the wee hours of the morning such as Milana is talking about so that you use all the tactics in the way that’s really going to use what comes natural to you, your strengths.

Milana Leshinsky: And the other question to ask yourself is where do you find yourself pushing. That’s a really important question.

Janet Beckers: Right.

Milana Leshinsky: Where do you find yourself pushing or working too hard to get to results. And maybe those are the things that will give you a clue in terms what you need to stop doing. You know finding those eighty percent of things you should stop doing it, right? Because it’s not just about where you’re making most money from. Like I made most of my money from product launches but it doesn’t mean that I should be doing product launches. It just means that whatever was working at that time was somehow connected to my super skills but I’m tired of doing product launches so what now, right? So now I have to look at what super skills are, what natural abilities was I using in my product launches that I can now translate into a non product launch oriented business. Because I’m exhausted from launches I am burnt out, I want I want an easy marketing strategy.

Janet Beckers: Right.

Milana Leshinsky: Translate, what it is that has worked for me in launches and applied in other areas of my marketing?

Janet Beckers: Yeah that’s fantastic. I love the idea that means you’re not being locked into a particular strategy or a way of doing things. You can be taking what your core strengths are.

Milana Leshinsky: So once you understand what your core motivation is or your core driver behind everything you do- that one thing you get enormous satisfaction from that you can do in the wee hours of the morning. You can apply that in any marketing strategy you just going to do it in a way that feels easy and simple to you.

Janet Beckers: Yeah I love it. So the challenge that I give to you dear listeners is let’s take this into action. So the challenge that I give you now is first of all you know I love this- the real distinctions that Milana has given us today. And so I’d love for you to be able to share and can do this in a couple of ways. If you’re watching this on the on the Web site and you’re watching the video here just scroll down below and leave a comment and share with us like What is it like to which- which of those four types do you suspect that you are and also what is it that you just do really naturally? Like what is that thing that you can be doing in the early hours of the morning that feeds you energy that comes really naturally. I’d really love to hear from you so you could share it there. You can come over to the Facebook page and you can share there as well. Or send us an email and one of the things I would really love you to do is Milana has taken some wonderful time today. She’s here because she absolutely loves what she does and you know and we’re sharing beginning about how she gets to help so many people create simplicity. So one of the most rewarding things that you can do for Milana is to give her feedback as well. So go and we’ll I’ll share where you can go and find Milana. Go to her website, go and find her on Facebook. Go and join the Simplicity Circle and give some feedback on the AHA that you got from today and share you know what it is that really is the core thing that you do really really well that you can bring over into all your marketing and building your business. So Milana, what’s the best way for people to be able to contact you and to keep in touch and learn more?

Milana Leshinsky: I would if you go to simplicity circle dot com forward slash get started. It’ll get you started.

Janet Beckers: Excellent.

Milana Leshinsky: In the entrepreneurship world. It will give you the business assessment where you can see how much just how much complexity you have in your business right now. It’ll also give you access to my free simplicity circle community on Facebook so that’s the best place to go. Simplicity circle dot com slash get started.

Janet Beckers: I love it. That’s fantastic. Thank you so much for your time Milana. I’m exceptionally grateful for you to spend this time with us and for everybody that’s listening. Thank you for your for trusting us with your time and I can’t wait to hear what changes you’re making to your business to simplify and really grow your business through simplicity. So thank you. Bye.

Look a Squirrel! How to Stay Focused on Your Business

Look a Squirrel! How to Stay Focused on Your Business

There is something very special about us entrepreneurs. You see, entrepreneurs are visionaries which means we see life as full of possibilities.

This means we always see different things we can be doing to improve our  businesses, and in fact, we often have a great list of ideas of potential businesses we might try next (or maybe, try now).

But there comes a problem with this. When you see life as full of possibility, how to stay focused on your business? When every time you start to focus…..ooh look there goes a squirrel!

You know what I’m talking about.

Squirrels, or bright shining objects, all those distractions in your business.

In this week’s short and sweet episode, I share the solution to these dangerous distractions by introducing The Book of Squirrels.

The Book of Squirrels, is a close relative to The Book of Brilliance, who I introduce you to here.

You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below.
Never miss an episode. Click here for all the ways you can subscribe.

Show Notes

  • Why squirrels impact business owners of all sized businesses
  • How to recognise the symptoms
  • What is the Book of Squirrels?
  • The step by step process to stay focused on your business so you can cage those little squirrels
  • Action steps you can do TODAY

Read The Transcript Here

Hey, Janet Beckers here! Today we're going to talk about squirrels.

You know those squirrels. The classic sign of whoops there's a squirrel, better go and chase it! We might also call it a bright shiny object. You know what I'm talking about because I have not met a single entrepreneur yet that does not occasionally suffer from the bright shiny object syndrome. The oops there goes a squirrel syndrome. We all do it and that's because entrepreneurs are visionaries. We are creative people. We can see different things that we can be doing for our business. We can't help ourselves. It's just really really normal. Where does it become a problem though?

Something that could be celebrated that is really important for you to come up with ideas that's actually going to improve your business and make life better for your clients becomes a true negative when you allow that squirrel, that bright shiny object, to distract you from your core purpose. And this is a challenge that so many of us face and to be honest so many of us can never ever actually cope with the bright shiny object syndrome. You know what it's like. You can you know what you can see it in other people very very clearly when you can see that they're so close to achieving something and then they'll go off on a tangent because THIS looks like it might be the solution. It doesn't matter if your business is a start up or if it is multi, seven, eight, nine figure. You will have at times temptations from those rules. So what do we do about it?

We have The Book of Squirrels. If you've watched one of my other videos which is The Book of Brilliance, this is its partner, the Book of Squirrels. Because the fact is you can't say to yourself "Stop thinking of these ideas. Stop looking for these opportunities." because it is in your nature ok? What you need to do is control them. So where in the book of squirrels. Every time you get one of these ideas I want you to go and write it in the book of squirrels but we're not going to stop there. Okay because I know even though you may have written that down it's still going to stay in your mind. So we have to go through a process in the book of squirrels that will get this bright shiny objects. This squirrel out of the road and out of mind. So this is the thing we're going to refer to my notes. I'll make sure I don't miss any here for you. I want you to go through this process so when you get an idea that is worthy of you putting into the books for girls I want you to set aside a canon and only needs to be something like 10 or 15 minutes. You can spend longer than that. Anyway talking about it okay I want you to go through this process. Number one we need to look at it and analyze it in terms of right. What problem does this particular squirrel solve. Like if this is for a business what does it actually do. Who is it helping. So what you want to know, is who is it helping? What is the problem that it solves?

Now the next thing that we want to know is what kind of outcome does it achieve. Is this something that is going to be for building your list. Is it going to be for branding. Is it to do with a product. Is it to do with a completely different nature that you're not part of now. Is it something that you can see as a potential for a very for a future business idea or a trend that you can see happening in the market. I want you to get very clear on what part of your business or what part of a future business or a completely different niche is this ongoing and put that down as well. What kind of outcomes with this particular idea deliver now. The other things we want to do them is we want to have a look and go. Does this particular idea to implement it. Will it be using my strengths or is it. Will it be using strengths that I already have around me in people I have around me or is this an idea that I would have to do some time to get the right people and get the right resources or learn the skills. So have a look at those. You know what sort of resources have you got now is it actually playing to them or is it something that you need to build on and develop now we're going to have a look at does this actually compliment my existing business or simply a distraction. So it is something that could be complementing no business is you might go. You know what I've got an idea for a podcast now.

If the idea that you have for a podcast is really complementary to what you provide through your business if it's going to be attracting the right clients and building the right relationships with potential joint venture partners that you interview well this could be a great thing it could actually complement business. However again using the idea of a podcast if you're going I've got this great idea for a podcast it's actually nothing related to your business but it is kind of a fun thing or a really useful thing but nothing to do with your business is a distraction. So you need to get very very clear now once you've made that decision okay is this if it worked out that this is something that could be useful for my business then that you need to make the decision. Is this something that is actually something that could help me right now with what my current focus is that I have already determined is my focus for now. If it's in your 90 day plan for example if it's going to help well they go. This is something I need to actually look at in more depth. If you go what actually my major focus right now but I can see it can be good for my business. You get a market as this is something I can review and I'll come back to this and you may market somehow in your book. The other thing you might do is go you know what this is a really fun idea but this is totally completely different to what I'm doing.

So then you have to decide is this something that I think I would really really love to do but not right now it would be crazy if I do it now. Well then you can put it down to let's revisit it. Or is this an idea that you can gift to somebody else. Is this something that you can say maybe one of your clients or one of your friends got this great idea and I think it's perfect for you. Is that something you can pass on or is it going to be something that's just going to be really good pub talk. It's going to be something that you just got to bring over dinner parties. Let's just keep it for that okay. Now see if there's any other thing that we need to do that is the main one. So you can decide if it's going to be a priority or if it's not going to be a priority. Now once you've decided this make sure you have cleared it out you need to make that decision. The decision of is this important for my business. Yes no. If it is important is it important now or will I look at this again in 90 days or 12 months make that decision or is it a gift for somebody else or is it just going to be pub talk. Make that decision before you close that page book and once you've made that decision to close it up. Okay. And then you don't need to go back until you're ready to add something else into the book of sprawls.

Okay so that is the book squirrels and it is so important for you to clear your mind of all these ideas because that is the beauty that's a gift that you've got to be able to come up with these ideas and especially the more you learn about business and the more other business owners are in contact with the more ideas you're going to have. So you need to have a way to take control that so you don't get distracted and you will create the success that you absolutely can do if you stay focused on what is important.

Okay so that is The Book Squirrels. I'd like to hear from you, what sort of things would you put in your squirrel book? Have you used this process? Let me know. Has it worked for you?  Get some feedback there and just go forth. So we have The Book Squirrels, go get em folks! Bye.

4 Ways To Clearly Communicate Your Brand

4 Ways To Clearly Communicate Your Brand

In this week’s episode, I interview by beautiful friend Amy Selbach about how to clearly communicate your brand.

Amy’s story is fascinating. If you thought marketing your personal brand or the brand of your small business was hard… try marketing a country!

Yep, that’s where Amy developed her expertise in branding and marketing, by working with entire countries to identify and communicate their brand.

She’s then moved on to develop brands and marketing messages in businesses she owns from huge restaurant chains to yoga studios to building her own personal brand online and marketing that.

I know you’ll love Amy’s wisdom and methodical approach to identify your core brand and then how to communicate your brand.

You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below.
Never miss an episode. Click here for all the ways you can subscribe.

Show Notes

  • We talk about the role of education as a marketer
  • Amy’s number one rule when you communicate your brand
  • Language differences and we’re not just talking about different countries here
  • How to easy alienate your customers
  • We talk about Brand Strategy and Unpacking Your Business and how you actually do that.
  • Website design: What should be on the first fold of your website
  • 4 ways to communicate your brand – action steps for you to take this week
  • How to name your products
  • Your Call To Action: Share your ah-ha’s below.

Action  Points

  • Look at your website – can your ideal client see what you do and how you can help them in the first few seconds on your site?
  • Collect testimonials, survey responses and any other material that gives you insight into the language your customers use. Does your brand use this language?
  • If you haven’t surveyed your potential customers here’s my survey template I’ve developed for my business – yours to plug and play.
  • Follow Amy’s advice about how to word the benefits of your product and services
  • Join the Romance Your Tribe Facebook Group – you don’t need to do this alone
  • Congratulate yourself on taking action. Dip into the Celebration Box.
  • Share below your ah-ha’s from this lesson and also any tips other viewers may find useful.
  • If you loved this episode, I’ll be grateful if you can leave a review over on itunes so other people can discover this podcast too

Introducing Amy Selbach

Amy Selbach is a brand and sales strategist, entrepreneur and mother to a toddler (her favorite role of all). She has traveled to over 65 countries for both work and play, usually a combo. She started negotiating at 2 years-old (later bedtimes and more snacks) and ended up selling millions of dollars in sponsorship deals to international governments and CEOs.

She has lived and worked in the Middle East, Africa, Asia, and Europe devising marketing and communications brand strategies for both countries and companies from non-profits to Fortune 500s.

She has worked for 15 years helping small business owners take the first steps to launch and market their businesses. She leads brand development workshops, marketing courses, and coaches entrepreneurs 1 on 1. She is also the founder of Taut Body fitness studio in Nairobi, Kenya and has her own teacher certification program.

Her signature 4 week live workshop, “The Spark Incubator” is done quarterly in 2018. Email [email protected] to learn more. She helps ACTIVE + EXPLORER brands to get clear, connected and committed to their own unique path at www.amyselbach.com.

Links and Resources Mentioned

Amy’s gift: Get a FREE One Hour Brand Story Planner

Romance Your Tribe Facebook group

You might also like this article on How to protect your confidence in business.

Read The Transcript Here

Janet Beckers: Hello and welcome everybody. Janet Beckers here from Romance Your Tribe Radio. And I'm so happy to be able to introduce you to my gorgeous gorgeous friend Amy Selbach. Good day, Amy!

Amy Selbach: Hi, Janet! How are you?

Janet Beckers: I'm really really good. Now the reason why I invited Amy apart from she is just such a delightful person to spend any time with so we've actually before we can even record today, we've been yapping for an hour. She has just got such an amazing wealth of experience when it comes to building your business. So what you know the reason I invited Amy is this is a woman who has used her marketing prowess to market countries. Yes we will talk about that. How to market a country. And to marketing huge restaurant chains to marketing yoga studios to building up a brand online and marketing that. So when it comes to talking about marketing who better than somebody that has been able to apply and to see results across such what would seem to be totally unrelated circumstances. So as always we're going to attempt to give you best value with actionable content in about 20 minutes which means that we're gonna cut through the kind of things that a lot of times people may spend time over podcast which is going to be that sort of lovely, you know, lovely get to know you all those sorts so you know I used to live in a rolled up newspaper in the middle of a road type thing we're gonna go straight to actually give you actionable content but so you can get to know a little bit of Amy, the way that I'm gonna get feel to get the most insights into Amy is to ask you Amy, who is it that you help and how do you do that?

Amy Selbach: Well I am a brand strategist and life stylist and I help entrepreneurs get clear connected and committed to their brand vision and move forward with a plan and direction and the way that I do it is by combining kind of life strategies with brand strategies to make sure that you're building the right path for you.

Janet Beckers: Yeah well and that's. And it's interesting isn't it because that's exactly how you help people. But the thing that makes you so unique in my eyes is that's incredible wealth of experience that you have that you have brought into what you do now with people. So let's spend just a couple of minutes talking about what makes Amy so uniquely positioned to be talking about branding. So if you wouldn't mind sharing in a nutshell you know how those things were introduced beginning about how you'd gone from those huge huge you know big picture marketing down to the more very specific personal branding.

Amy Selbach: Yeah well I mean it's interesting. I started out, like you said, at this very kind of global level zoom zoomed out where we would kind of do market research on a whole entire country from top to bottom and we would interview and profile all of the country's kind of you know CEOs and ministers and top business leaders in a country to see how we can position that country for, you know, To promote that country for foreign investment. What is unique about this country? So it was really the question you just asked me is what I was doing or countries and governments. And then you know my career has bounced around a little bit but at the root of it all I have always been in marketing and communications strategy and brand strategy. And so I think that whether you're doing it for countries or whether you're doing it for personal brands there are so many similarities overlap. The methodology might be it a little bit different. You know like I'm not talking with countries about you know how to style them for photo shoots and things like that. But we're talking about the same images in which images to use to present the country and you know which which kind of projects within the country to highlight and put forward as, you know, how could it really how could that country really be positioned. Do you want to be positioned as a service or a financial services place like Singapore with a great English language skills and great education or do you want to be positioned as more of an industrial place like, you know, South China for example. So all those things are the same kinds of things you talk about whether you're, you know, you're doing a yoga studio or a restaurant group or a personal brand.

Janet Beckers: And the interesting thing though from I love you just, so quickly then, were able to relate that to personal branding. I could really relate to those examples. Those two examples that you gave about you service-based, industrial-based. Now the thing that's really when you talk when we talk about you know Amy's then gone to build a yoga studio and gone to be doing that the director of the marketing for a restaurant chain at your corner. Now you've obviously you've got an American accent so people are going to assume that these businesses are going to be in America but they're not, are they?

Amy Selbach: No they're not. I just wanted to complicate my life as much as possible so I decided to do this in Kenya, actually. And what actually ended up happening was I was working for. You know I was working on a project called the Kenyan government and landed there and fell in love of course and had to pivot pretty quickly. So you see these businesses are actually in Africa which adds, you know, a lot of cultural nuances to marketing as well. And I think that's very relevant if you're doing an online business and there's so many great P.R. gaffes and PR moments where people have not considered that we now live in a very global world and we cater to a lot of different kinds of nationalities who do not necessarily share our religious beliefs and or shared the holidays or shared seasons, even. You know we're posting stuff about winter when it's summer in, you know, Australia. And so how do we deal with with things like that becomes you know an interesting question in my opinion as well. And I've seen people do it extremely well and I've seen I've seen people make some pretty interesting mistakes on that front.

Janet Beckers: Yeah. And, you know, I think other times it can also come to educating your market as well because when it comes to for example the restaurants the restaurant brands that you are responsible for with the marketing. We were talking about you know the kind of things that you required to be able to educate people on as well. Do you mind sharing a little bit about that?

Amy Selbach: Yeah! Well when you're in a market like, you know, like Africa and you are and we're in Kenya specifically and you are introducing for example a ceviche/tapas bar is one of our brands and it's called Tapas. I mean first of all just the concept of Latin, right, even in Australia you know California Latin restaurants and Latin concepts are a dime a dozen. But over there you know there's a real education process and the product changes, you know, as well. So how can we make sure that we're still Tapas, we're doing the concept, but we're also taking into consideration people's- people's cultural tastes. Do people even like raw fish? You know, like, and can we have a meat ceviche? Like you know. Kenyans are meat eaters. They have something called Nyama Choma. And so how do we make sure that there's enough on the menu to you know also you know satisfy and cater to you know their likes and their preferences and to make it understandable and clear. And I think that the number one rule of you know building a strong brand is to make sure people know where the heck you are talking about at all times and make it you know simple and easy to digest. And you know very very clear that you're not overly doing a concept because people might not know what Chorizo is. You know, how do you explain that? That Chorizo is a sausage so you know may be on the menu we call it spicy sausage instead of Chorizo. So honoring the concept and what you're trying to do but also watching out for the nuances of, you know, culture and who your audience is and how you can really make it as easy as possible to make a selection for them.

Janet Beckers: Yeah. And you know what that comes really is this is actually some things that I've been really noticing about my own messaging in the last couple of years because at the time I was recording this I'm going through the whole rebrand and about to launch a new brand. So I've been putting all new languaging together on our websites webinars and things are creating and it's made me realize that things that I thought I was really good at keeping the language simple. But then I've used some language like attracts a client. I thought that would have been pretty straightforward but then I had a couple of people 'cause I've been, you know, surveying, running things by people who were at a cross-section they've gone, "What do you mean by 'attract'?"

Amy Selbach: Hmm, that's interesting.

Janet Beckers: Simple things or you know talking about your avatar and then people going, "What is an avatar?" So things even simple tiny nuances when it doesn't have to be that you're in a completely different country with such obvious cultural differences. Those cultural differences can simply be a matter of the language that you get used to using if you're talking about marketing in a specific way. And but you're talking to people who might be marketing in a different way and whatever your particular industry that you, my dear listeners, are be super aware of some of the languaging you might just be using normally because it's what you do when you're helping people who get help. Yeah. there are there other moments of cultural differences they where you know you're totally losing the message and you don't realize it.

Amy Selbach: Well that and you know not only that. Catering to every stage in business so to say that I'm a brand strategist and also I'll tell you what. Even to businesses that are very very far along, there's a lot of successful businesses out there that do not know that. They're doing brand strategy without really know that it's brand strategy and so to say oh I'm a brand strategist. What does brand strategy accomplish? What does that actually do? You know there's a lot that you have to unpack for people in order to tell that. You know. And so for me brand strategy is a matter as this is unpacking your business. It's unpacking your messaging. It's how you copy write. It's the tone you take with your customers. It's the relationship that you have to them. Who are you going to be to that person. Are you a hero figure or are you a mentor figure or are you their best friend or are you a guide. Are you a passionate reporter, is that what you use to position yourself?

Janet Beckers: Yeah.

Amy Selbach: Are you just an oracle or are you an information giver? Are you, you know, that kind of thing is is all brand-y. But to say "oh I'm a brand strategist" is just not enough. What does brand strategy do for me? How can it help me? How can it guide me? How can it make my business more successful? That's what people are interested in know me and that is really what's have strong brands say clearly and concisely. This is what I very obviously do for you and if you have a complicated product you don't need to go into all the features. It's called feature dumping or feature loading. You don't need to go to all the features of your product. You just need to in one succinct sentence say how that can help your customer who is about to buy something from you.

Janet Beckers: Just in that short time there, that’s some really fantastic gold nuggets. So what I'd like to do now is let's have a look for people who are listening. I'm really into action and so I know is Amy in fact you have a beautiful beautiful quote that you were telling me before around action

Amy Selbach: Well around action, I say- I don't know if it's a quote or not I could be one. I say I say that the antidote to anxiety is action. For me, for myself. That's the way it works. And then there's other nuances around, you know, the antidote to anxiety being action because I feel like when you know we're able to play and stop and take action automatically, you know, what does it reduce? It reduces anxiety, it reduces overwhelm, it reduces all those things that drew us on track off track. Mindset wise, right? And then when you commit to a project and I think this is where the quote that I was was talking about before and there's there's two different ones. The first one is "There is so much liberation in commitment". So when you commit yourself to a project or commit yourself to taking action you know it's actually this liberating feeling that happens instead of this umm oppressive feeling. Sometimes we expect commitments to make us feel trapped but usually the opposite happens and we do commit to something.

Janet Beckers: Yeah.

Amy Selbach: But the second one was a quote that I was reminded of recently in someone a friend of mine posted on Facebook which was Jack Canfield quote that said "99 percent is a bitch. A hundred percent is a breeze.

Janet Beckers: That is such a wonderful idea. I just love. I'm going to put these below in the blog post if you're listening to this here on iTunes or wherever you're listening to come over to the website or 'cause I'll put all these points in some good graphics actually so that you can go take and use them. The reason I wanted to bring up about the action is because we have a look past that some of the action to do that branding some of those gold nuggets that you gave me because and actually when you were talking about you know really it's about freeing you up because I have found when it came to making some of these decisions many things that you were just talking about and applying it to your brand and then going "You know what, A hundred percent, I am owning this voice. I am owning- this is how I help people". It just frees you up so much. So let's have a look now at those things that you were talking about you know about what your voice is and how are you actually saying things that people is putting that term so that people can see what does a brand strategist mean to me? So now let's look at some steps that people who are listening to take this week things you could do right now so that you can go, "You know what, I'm clear I'm committed. I am 100 percent going in and this is what I do. This is how I help people." So let's look at what some people can do, action steps to apply what you've been- what you've just shared.

Amy Selbach: Well I think I mean just leading off that first one that we were talking about with the relationship. I would you know I always say "Close your eyes and visualize". Visualize your customer and visualize you the two of you in an interaction together and what does that interaction look like. So you know are you holding this person's hands? Are you sitting across the table from them? Are you you know sitting right next to them? Are your feet up on a couch or a coffee table and you're just having like a BFF style chat with them? And that is a great place to start the visualization because it really like it literally sets up the spatial relationship between the two of you. And that's very telling to how you see yourself in a relationship and then go on to really really deep dive and describe the relationship from there. You know what kind of- how is your customer interacting with you? How are you interacting with your customer? Are you the one giving advice or are you listening to your customer and are you holding a space for them and letting them you know vent their frustrations. And are you saying "I understand I can totally relate" or are you just saying "Hang on a minute. Just hang on and here's what you need to do. Stop whining and just do this". You know. And it's really telling in how you interact with your customers and how you're going to set your tone and your personality. Because those exercises are you know just going layer by layer into that relationship and what it looks like can tell you a lot. It tells you everything about the tone and personality that you're going to have right. It tells you about you know how the interaction is going to go what the tone of voice is going to be basically doing that one little simple exercise where you start with what that looks like and I mean I'm talking about a full page of just the relationship when they have this problem. I'm going to do this. When they have that problem, I'm going to do this. And I'm going to respond in a you know kind but firm way or I'm going to respond in a super sympathetic way or I'm going to respond in a more authoritative way and just say look you know, "Get your shit together and get this done". Or are you going to say like "I totally understand". You know so it's just it's all it's all of that. And I would say start by by really writing down and close your eyes and visualize it and then write it down get it on paper and pretty much you know there are so many exploratory questions. I have a 50 page brand exploration cheat for this. But that is the kernel of it all right there. And then I would go to websites like you know click on your website and look above the fold of the home page of your web site and just read it. And is it once. Is it more than one sentence? Number one with a maybe a you know, an additive sentence underneath. And does it say what you do for your customer above that fold? Can they figure it out in five seconds or less?

Janet Beckers: Excellent.

Amy Selbach: And then I would also I have another exercise where I do functional benefits and emotional benefits which is a common branding exercise but the difference between functional and emotion. Functional benefits are, for example, in a restaurant group you know we feed people. We serve food to people. [24.3]

Janet Beckers: Right.

Amy Selbach: But an emotional benefit would be "we create moments", right? People come to the restaurants with their friends and they have a couple cocktails and they have this nice shared meal and they have a nice shared experience and they listen to good music and they and they have this experience that is very emotional that keeps them coming back. And so whether or not the food is excellent, they might still come to the restaurants just based on the amazing memories that they've created there. An amazing ambience and a shared experience.

Janet Beckers: Yeah.

Amy Selbach: And I would look at what your customers have said about you for this language. I've named products before based on client testimonials. And understanding what my customers have said about, you know, a certain benefit of my service whether it's, you know. Fitness or food or whatever it is and I think that is a super super useful exercise and then you start to communicate using those benefits focusing more on the emotional benefits than the functional benefits.

Janet Beckers: Yeah. And I love that idea of actually naming the product based on the language that was used when people gave a testimonial. I mean that's really really powerful. It's actually a very simple example in this last week is I have one of my products which is a tool that I've always called the Impact Ease Quadrant or Impact Ease Tool but I put it out to my markets and talk to the people who you know have used this particular tool and renamed it From The Chaos to Clarity Tool. Yes that's what they were saying is you know actually just gives me clarity when everything was seems so chaotic before much. You know I've always called it Impact Ease, you know, because they were the variables, they were the two columns that you have. And so that's you know that was a that's a direct challenge to people here is number one. Do those exercise that I love that you've done that you know visualise you know your feet up or how are you talking and the next thing then comes to and this is where I find that you two have really is once people go, Well you know. It's the example that you gave where you're saying to people "you know this is what you gotta to do", you know, "toughen up Princess" or whatever it is I will quite often apologise for this style going "You know I've really got to tone it down" or "I'm really really supportive you know but I've got to stop being so supportive and giving you know I've got to be tougher". It's just... just own it, baby. In fact, do it more. If you are the sort of the whip cracking tough persona, like really ham it up because that's your brand.

Amy Selbach: And it's so funny because I've heard people say and people need different things at different times, right? Like you know I was in a stage last year where I wanted it like a very nurturing, intimate environment but I have been in other stages of my life where I'm just like just crack the whip and tell me what to do and I'll do it, you know. And so you know really you don't have to be afraid of being you know any one of those things. And as long as again going back to the commitment aspect as long as you kind of commit to it when your voice start to sound wishy washy and you don't know who you want to be that is where things get muddy and confusing and you get confused and your audience get confused and they're getting a different version of you every single time and that's when it all starts to fall apart.

Janet Beckers: I love it you know that's that's a really nice circle back, Amy. So that's probably a good place. I mean obviously we keep on talking for hours 'cause we already have for an hour and a half but I think that's a really nice way for us to be able finish today's podcast is that you know totally owning it because you know 99 percent if you're not really committed. It's hard work but if you are really committed this is our voice. This is what we do. This is what it is like to work with us. And this is how it makes you feel when you talk about those emotional benefits as opposed to features. That's where it becomes so much easier for you so to for people to be able to you know get some more of Amy. How do people get into Amy's world?

Amy Selbach: Well I'm on Instagram @AmySelbach at a S E L B as in boy A C H dot com and my website is AmySelbach.com. And then if you'd like a free one hour brand story planner you would just go under the free resources tab there. So it's AmySelbach.com/free-resources.

Janet Beckers: Excellent. That's fantastic. And for everybody that's listening you know we've given you know some really simple very very powerful action steps that you can be doing this week. So my challenge to you is to set aside 60 Minutes this week and I want you to do these exercises that Amy has talked about specifically around getting clear on what is the voice of your brand and going and looking at your website and being super clear on that.

And one of the things that you can do for Amy and also for myself is to give us some feedback so if you do that exercise and take some action go over to Amy's website and let her know. On this podcast if you come up to podcast to the Web site come to the post where you can we get this and you can see the transcript and all things that would make it helpful for you. Leave a comment for Amy and let her know that you took action because you know as Amy said right at the very beginning you know that action is one of the best solutions for anxiety when it comes around building your business. And so it's incredibly rewarding for us to get that feedback that you've taken action as well. So thank you so much for your time, Amy.

Amy Selbach: Thank you.

Janet Beckers: Thank you, everybody for being here. And yeah. Well thank you so much. And we well can't wait to see what kind of feedback people are giving and what kind of results we get just from our 20 minutes today. Bye!

Amy Selbach: Bye bye!

The 6 Reasons My First Business Failed (and my second one succeeded)

The 6 Reasons My First Business Failed (and my second one succeeded)

Vulnerability Alert!

This week’s episode is a very vulnerable one for me to share.

In fact, it’s taken me 12 years to share this lesson with you.

It’s been long enough after the fact that I can openly and transparently share with you why my first business failed.

Yep it’s taken me that long to recover from the crush to my confidence and enough success behind me now that I can look back with almost motherly affection for “Past Janet” who tried so hard and lost so much.

I never want you to make the same business mistakes I did, which is why I’m sharing the 6 reasons my first business failed (and my second one succeeded).

I also have a special gift for you today, so you don’t make mistakes #3 and #4.

The exact survey template I use in my exact business for you to copy and use immediately.

You can grab it here.

You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below.
Never miss an episode. Click here for all the ways you can subscribe.

Show Notes

  • Vulnerability alert! Why it’s taken me 12 years to share these lessons with you
  • I share why I started my first business, an Internet Art Gallery that became the largest online art gallery in Australia…..and lost everything 🙁
  • How I tested my business concept in Business 1 and Business 2 and the lesson for you from both of these.
  • The embarrassing story of the greeting cards
  • What I spend tens of thousands of dollars on (and could have been replaced with a telephone)
  • The very unique way I did market research for my second business
  • My survey template you can have for free. You can get it here.
  • The danger of being cool
  • How I could easily have saved over $100K and 4 years.
  • Your Call To Action: Share your ah-ha’s below. This has been a vulnerable episode so I’d love to hear from you.

Action Points

  • Look at your current business – how can you test small?
  • Audit where you are spending your money – rate each expense against potential for ROI
  • Download my gift for you – the template of the customer survey I use, plus instructions on how to customise it.
  • Implement the survey template!
  • Join the Romance Your Tribe Facebook Group – you don’t need to do this alone
  • Congratulate yourself on taking action. Dip into the Celebration Box.
  • Share below your ah-ha’s from this lesson and also any tips other viewers may find useful.
  • If you loved this episode, I’ll be grateful if you can leave a review over on itunes so other people can discover this podcast too

Read The Transcript Here

Hello and welcome, Janet Beckers here. I have a very special episode of Romance Your Tribe Radio for you today. I’m going to be totally vulnerable with you. So be kind, Okay? I’m going to share with you the six reasons why my first business failed. Why it ended up making it that I lost every single cent that we had through that business and crushed my confidence for years? Why did that happen? And importantly, what lessons did I learn from that? That meant my second business succeeded almost straight from the gate, out of the gate, and has continued to grow. So that’s what I want to share with you today. Those 6 reasons that I can see why my business failed. The lessons I learned and what you can do so that you don’t make those same mistakes that I made.

Okay. So just very quickly the very first business I had was an Internet art gallery and I started that because at the time I was studying art, this is about 15, 16 years ago. I was studying art to keep me sane while my children were really little and I was living out in western New South Wales and I realised how difficult it was for artists to get an opportunity to exhibit their work. So that’s when I thought, you know what, artists need a way to get to be able to see their work everywhere because you can’t just wait for people to come out to Dubbo. Then, I was also aware about this newfangled thing called the Internet and I wasn’t, you know, I wasn’t really using it. I used e-mail. Thought that was pretty good.

And I was learning about the Internet in fact my current job at that time was actually having to help other people you know use the Internet, you know, to be able to with projects that we were doing. I didn’t know anything about it, we brought i a big specialist. So I’d heard about the Internet thought it was pretty fancy and I saw the two together and thought “I’ve got a business”. Hence, Indigo Art which ended up becoming the largest Internet art gallery in Australia at that time before I sold it. That was my first business, largest Internet art gallery in Australia. Sounds successful doesn’t it? It was a failure. So we’re going to look at why.

My second business, for this example, is Wonderful Web Women . When I started my company Niche Partners and Wonderful Web Women started off as a quest to find the most successful women in the world who had made their money on the Internet and share their stories with other women who were wanting to grow their businesses. That’s what Wonderful Web Women was and Romance Your Tribe, which is where my business has evolved to, grew out of Wonderful Web Women and it was successful right from the beginning. So we’re going to have a look now at the six reasons why the first business Indigo Art failed and really crushed my confidence and my bank account for a long long time? And then why Wonderful Web Women and ongoing Romance Your Tribe succeeded. So let’s get stuck into it. Please excuse me I can refer to my notes because I do not want to miss giving you any lessons at all. Okay.

Number one, I didn’t test my concept. I had this really great idea, I could see that artists didn’t have anywhere to exhibit their art work and I thought, you know what, the Internetm this is going to work. This is pretty cool. So on the basis of that I built a very elaborate business model I spent a long time thinking about everything, mapping in or out, creating something just truly truly totally cool and really creating getting elaborate software. Everything was Mickey Mickey Mouse and took a long time to build up you know I have little babies at the same time and you know what I didn’t test the market. I went straight to big. If I had tested the market I would have realized I had my business model wrong and we’re going to go into more detail about what that business model was and why it was wrong. But I would have worked that out quite quickly as it was it took me years to realize that the business model I had invested so much of my life into was never going to work never going to work. So I did not test the concept. In the second business Wonderful Web Women I tested the concept. Now I’m going to go into detail about how I came up with the business model and look at that in the next lessons. But what I did do is I tested it first I only launched for an eight week project. It was starting off for eight weeks.

I was just going to interview eight women and I had a method that was going to make it that I would get sales straight up and then I would build a male image straight up but I was only going to do it for eight women to see how it went. I didn’t go straight into building an elaborate membership site I didn’t go straight into programs into spending a fortune on websites. I just started with eight weeks it took off. I can tell you after eight weeks I thought wow this project has now become the whole business. So that was the lesson I learned so the question to you. Do you have a concept and then you’ve gone straight into planning out the whole thing the big vision and really putting all of them into place before you even put it out to the market. If you haven’t test the market go small first. See what the response is. You might be completely off the mark or you might be just slightly off but that’s slightly off. If you’re investing a lot of time and money can be enough to make it so it’s not going to work. So you could tweak it if you do that test first. That was number one.

Number two, which leads on from that, I spent money on all the wrong things. Now what I did is high with this big concept. No this is pre WordPress. So I went and spent a fortune getting a great website made getting very elaborate software made so that no people could not choose their work and then they can go frame and they can choose the frame and it would show them what they look like and then then the flight would be calculated depending on the frame the size of the artwork where the artist was where the person was getting it shipped to. All of this stuff really really elaborate stuff.

It cost me tens and tens and tens of thousands of dollars. Years of development I went through three developers because honestly I think I was a bit of a pain in the butt to be honest but you know I went there it was a huge investment and you know what. Every time I made a sale people said can you ring me up because I just got to talk to you to see if the artwork was what’s your artwork like. They wanted to be reassured. I got everything over the phone if I’d tested I would have known that. The other thing I did is I invested thousands of dollars getting really beautiful greeting cards made that featured these beautiful artworks on the site because I thought we’ll send that one with every artwork and I know I’ll go out and I will. You know people anybody who gets a gift or I’ll get a sandwich packets are these cards. These are so beautiful that people are just going to share them everywhere. It was really just going to my artist’s side of it it was not a business decision it was an artistic decision. The same reason with business cards you know people will make these beautiful beautiful business cards and they’re not necessarily going anywhere to keep them out. So that was a big mistake I won’t spend a lot of money on things that were not going to work. So in the second business what was the lesson I learned. I did not spend money on things unless I knew it was absolutely essential and I did my research to find out it was the most cost effective way to do it.

So while the time I sort of Wonderful Web Women were oppressed was not really being used it was just been used for blogs but not for membership sites. So I found out what membership sites software I wanted to do. I was very nice to my husband who I talked to helping me learn how to put it all together so we could both do it and um and I went and sold heaps of stuff on ebay went around our house and just sold stuff on Ebay so that I got the thousand dollars that I needed to start it up and that’s what I did. There were no no business cards and get business cards for you because there were none and nothing was elaborate. So I just built up and Hill you know and every time I could see that I needed an investment that’s what I would really really look at it. Now now I’m also very strict. You know I had a book keeper before I even had any income because I wanted to know exactly where my expenses were going how my cash flow was and making sure that I wasn’t spending before I had it. So yeah that’s my my thing. My action point for you is have a limit where you’re spending your money. Are you going for example. Well Janet uses Infusionsoft all the big guns using FusionSoft. Sure it’s hundreds of dollars a month. I’m going to I’m going to use that from the beginning even before I’ve got a customer.

This is a really typical one I’m giving you as an example you know that’s one of the things I do with my clients as we work out the cheapest way for you to get started so you can test your concept then you’ll know if it’s going to be worthwhile you spending money on the top of the range you don’t need to. We just I used PayPal PayPal and a Weber was what I used for years and years and years we did hundreds of thousands of dollars through Paypal before we got proper shopping cart. So starting small. Where are you spending your money. Let’s look at the next one.

Now lesson number three, why my first business failed and my second one succeeded. This was the death knoll I got my target market all wrong. I thought that my target market was the artists now the model was the artist paid me 50 bucks and that would get all of their artworks up on the site and then when I made a sale I would get 40 percent commission. Now that’s the standard commission. It was then for art galleries to take off. When they sold out for artists like retail retail other art galleries are shops they retail shops so that was their markup. So I used exactly the same model but you know what the artists were not my target markets my target market were the people who were going to buy the artwork. Like do you know I had this whole thing I would build it they will come. Now that was a huge mistake. I confused my suppliers with my customers. This was the death knell of that business.

You know I made a huge mistake I made that mistake and I didn’t really realize it until I was broke and it wasn’t until then that I started listening to what my clients wanted and it was too late by then know I had already lost the money and you know I’d already lost the energy and the enthusiasm for the business. So this was a big one. Now with the second one I did not make this mistake again. In fact I was probably cautious for a long time because I was not making this mistake again. So the very first thing that I spent a lot of time to competitor research with my first business I was too soon. They weren’t any help. Every time I got anybody that started up online as a competitor I would ring them up and thank them because nobody ever thought about buying out on the Internet there were too many hurdles to it. So you know I started too early but I was being really really careful when I started wonderful Web and I spent a lot of time doing competitor research. I also and this is a classic is this is pre Facebook so I didn’t really have anywhere to be able to find my target market. So my target market was also at these events that I was going to learn how to market online. I was going to those events where there’s lots of speakers talking about how they built their business on the Internet. And my target market was they’re getting frustrated because there weren’t any checks on stage and wanted to know you know what the win was with this concept how did they do this how did they do it differently.

And so that’s where my target market was and where do you think my target market was when they were at these events. Well I can tell you at lunchtime they were all lined up in the big long line trying to get into the women’s toilets and of course along that line they would be stopping and they’d be talking to each other. So I was not making that mistake again and I had no pride. So I went along that a line of women who were queued up for ages a captive audience with my MP 3 recorder because I didn’t even have a phone back then and I went along and recorded them saying tell me what’s your biggest frustration when it comes to building your business on the internet. If I could find the most successful women in the world what would you like me to ask them. So I did that for months after months after months all of these events I knew my market exceptionally well I knew who my target market was. I knew that there was a demand. So that’s why when the first business went Wonderful Web Women took off. Man did it go well. Okay. So my question to you have you got the right target markets. Have you really got the right target market or if you’ve got the people who you think need you but are they going to spend the money. Are they hungry enough or what you can help help them with.

Now this is one of the things that I do with my programs in fact I’ve developed a really unique system called profitable Avatar Cortright that gets you super clear on your four Avatar types and will help and you will know exactly which ones are the most profitable and what to offer them. Now every time I take people through this particular system they have huge ahas and can restructure their business and their marketing is so much more spot on. Ain’t nobody gonna make that mistake again. Okay so that’s my question to you. Have you got the right time. Michael I make the third mistake that was the third my fourth mistake that I made is I assumed that I knew what my real customers wanted and what they didn’t want. You know I really did not do any research on the people who were buying. I thought I had you know I did you know a bit of you know looking at you know reports that had been done on the state of art in Australia blah blah blah but it was really superficial stuff and I was really just looking for information that reinforce that I had a good idea. I was very very biased. If I had taken the time to really get to know them I would have had a lot of great insights. I didn’t start doing that until about the third year in when I started going out to the people who buy art. I started going out to companies that buy art you know that would by buying art so for hotels and things wasn’t till then that I started talking to them and realise you know this what I’ve set up is not going to make life easy.

You know one of the things I did discover at the end was people were really interested in renting out especially if they were doing up their homes and renting their art in order to be able to their homes to sell and they either moved or they didn’t end up selling. They would buy their work because they’ve got to live with it. They wanted it so it was that was right near the end when I found that that was that actually started to work. So there you go that’s an idea for you if you’re in that market that actually back then worked really really well by that stage though I had discovered that there were much easy ways to make money online and so I sold the business and with that idea to be able to give to the next person who promptly ran it into the ground. Okay so with me I know I told you what I’d already done that research there in the toilets and what I also do is I continually see these people join my mailing list. I had a quick survey that asked them what their biggest frustrations were. I continue to survey my email list at least once per year. Really good idea on what it is that are their issues and responded to that. That’s how I knew that after about eight weeks my clients want to know not just from all of these women who I’d been interviewing they want to know how I did it how did I manage to do that in eight weeks.

So I developed my first two thousand dollar program because I listened to what my clients wanted the Romance Your Tribe program and my Romance Your Tribe’s system has come specifically from listening to my clients who were saying I want to know step by step how to do what you do generally in the way that you do it. It’s only come from listening to clients and that’s why my business has changed quite a bit over the years. It’s always been in response to what my clients want. So my question to you is are you continuing to survey your clients are you listening to them. Are you analyzing then what they’re asking for and to see if this fits in with what you can be doing. Is your market changing. Are you on top of it. How connected are you to your customers and your potential customers. So this is one of the things that I do with my clients in my Attracta tried coaching programs is you know we’re going to get super clear and really getting to know your target market so that you know that you will hear saying things like it’s like you’re in my mind you know exactly what I’m thinking. It’s good you sure. So yeah that’s that has been core to the success of Wonderful Web Women and then Romance Your Tribe absolutely core because that I’m not making that mistake again. Now let’s look at what else have I got here in my notes. Two more things that I did wrong. Okay. Now you might do this. This is this didn’t make the business fail but it made me not have the resilience to continue which ultimately leads to failing is I tied my personal identity to my business identity. Now I’m not talking about personal branding here I’m talking about self worth.

So I stuck with a business that my if I had been stepping back and not seeing my identity as being related to how successful business was I would have recognized that the business was not working and I would have approached it in a much more detached logical way to see why but at the time I was cool you know I was this Jannat that was really arty and had this really really awesome online business to do with it. I mean that’s very very affirming and it was a core part of my ego. Hey I told you I was going to be transparent and vulnerable here. But when the business didn’t work if I was going to be tying my identity and my super coolness with that business when the business didn’t work who was I. My confidence took such a serious serious blow. And I’m a very very persistent resilient person so I kept on going but if I didn’t have so much ego and identity attached to that I would have been able to be detached and make wise decisions. So what lessons did I learn from that. Now with my business. Sure it’s a it’s a personal brand so I am still very associated with it. But I nailed it my system my models are the star. That’s why this is Romance Your Tribe not Janet Beckers because it is my Romance Your Tribe model that is get success for people. I stand back and treat it like an experiment. I mean truly it is still very much a core part of who I am. But the business success or failure is not my success or failure not my self worth. If something doesn’t work well it means that I can look at it dispassionately and see why and change it.

You know you may not realise that for example my cool cats video Academy which has been responsible for helping hundreds of people to be able to create weight you know great videos get confident you know it’s a successful program. When I first launched it zero sales but because I could look up as an experiment and dispassionately I was then able to see what went wrong with the marketing tweak it and then it took off. So you can’t do that if you’ve got so much of your ego that you’re just going to go hide underneath the doona because it’s all about you. So my question to you is how much are you tying your self-worth to your business how much of your ego is associated with saying what it is that you do in your business. Because this is going to make it very very difficult for you to make the tough decisions in your business and you know what if that’s happening and you put your confidence has been crushed. It’s okay it’s okay. That’s a core part that I do in my programs is all that mindset stuff because I know at what point in the progress in your business certain things are going to come up and there’s ways around that there’s ways around that. So you know be kind to yourself and step back and the last one.

Number six is, you know, that I did it all on my own. What a crazy slow way to do it. You know I did a one day workshop that was run from the local Business Enterprise Center on how do business plan. That’s the training that I had for starting up and then I just try to work out everything else myself you know about branding about going online about marketing and all of that sort of stuff no wonder I made so many mistakes. No wonder I lost hundreds of thousands of dollars of poor or poorly invested money and at least 6 years of really hard work that could have been spent on something that was making me money if I had got a mentor. If I had invested in coaching programmes or in products that were going to help me specifically learn the thing that I needed to do I would have saved myself a lot of money and a lot of time I would be a lot further ahead now. Then I would have been a lot less wise of course. But you know now. So what did I do in the second business. Right from the very beginning I identified where were the gaps in my knowledge and my skills and then I sought out who was the best person who knew how to do that and I paid them. I paid for programs to get coaching. I paid for people who could help me on very specific technical things. I paid or I did contra’s for things that I knew that I needed to help with and so you know that made the big difference because I knew that if I had to try to work it all out myself it was going to be a really really slow path and it was going to cost me more in the long run.

So now you know I spend thousands of dollars every year sometimes some years tens of thousands of dollars on mentoring on coaching in purchasing programs for me to master a specific technique on programs that I’ve got to do or mentors and I’ve got to do with my mindset and keeping me strong and with my self development I don’t see those as you know as luxuries these are absolute necessities for me to be able to move faster so but they’re all wisely chosen. It’s not just on anything. There always are things that I need but I continue to invest in that because I know the fastest way for me to get from A to B is to find somebody who’s already gone there and make the mistakes already and can show me the shortcuts. So that’s my question to you. You know are you just just see if I’ve made my notes here yet. Are you doing that are you going to workshops are you finding the people who can help you or are you trying to do it all on your own telling yourself that you know this is the cheaper way to do it. Because up until now it doesn’t it is not cheap in the long run it truly does not. Yes so they were the six made mistakes that I made that made that my first business failed and my second business took off straight away. Like within eight weeks of launching Wonderful Web Women I had already replaced my previous 12 months income. I had already had a list of thousands of people I had already sold this program that people were asking for. I had already sold memberships to something when people sign into the membership area. There was nothing there yet because I was still just testing to see if it worked right out.

You know I had won an award for best membership site in the first eight weeks I had been in I had people contacting me from around the world asking me to coach them. I didnt even know what coaching was all within eight weeks because I took those lessons from that first felde business and these six lessons and I did those changes just share with you. So it makes a huge difference. So now let’s just do a recap on what were those lessons and what can we do. So no one is test your concept starts small. Don’t waste your time using a lot of energy and a lot of money building up to big business unless you’ve actually tested that you’ve got the right business model and you’ve got the right marketing. Number to be super careful with your money don’t spend it on frivolous things that aren’t going to result in you getting sales. So when you’re starting out make sure that everything that you spend is actually going to result in you making money faster or at least testing your concept faster so you fail faster and move on. So be very very careful with your money and keep track of that market research. Absolutely do not scrimp on doing your market research and you compare it to research. You need to know that you know your market not before. Keep on asking your customers keep on not just doing the market research once continue to do that. Keep on listening. Keep adapting. Otherwise you will be left behind. If you’re not changing and adapting with your clients and just staying stagnant you’re actually falling behind.

Number five Trichet this is not an experiment or experiment that you care about but treat it as an experiment so that your ego is not so wrapped up in what your business is. You can and you are in your business if you treat it like a fun experiment and Number Six is short cut short cut the heartache and loss of money by getting mentoring and finding a community now that’s where I can help you. You can check out the free training that I’ve got you can come and join our romantical tribe free Facebook group. You can come and join me as as I’m as a paid mentor as part of my programs in the writing styles in our attract your tribe and any other programs that I have developed probably by the time you’re watching this so you know make sure that you’re going to be making the most of resources that are available to you. Whether that is short cutting through paid coaching and mentoring or whether you’re at least going to be taking part in what kind of community has been around so you can tap into other people to help you as well. And so I’ve got great resources to help you to do that. So do it just make the most of all of the opportunities that you’ve got to short cut your your success because you know what you do not have to be on your own. You don’t have to be making mistakes on your own and there are people here that are going to help you. So that’s my six reasons why my first business failed and why my second business succeeded.

And I do hope that this has helped you to be able to make sure that your business is not going to have to go through that heartache and you are going to be able to keep those goals and create that business that’s going to make a difference in your life and the lives of the people who you help create. As always please I’d love to hear from you. This has been a particularly vulnerable episode for medical to create what I would truly appreciate if you would take some time to give me some feedback and tell me a ahas that you’ve had from what I’ve shared with you today. Okay. Bye!