How to Convert Your Offline Business to Online Fast. Corona Special

How to Convert Your Offline Business to Online Fast. Corona Special

Do you find yourself in a situation where you need to convert your offline service based business to online delivery fast? If that’s you, know it’s not as complicated as it may seem at first.

In this special episode of Romance Your Tribe Radio I show exactly what you will need to convert to a virtual business in the fastest (and cheapest) way possible PLUS tips on how to adapt your offerings and marketing when your business does not easily adapt to simply replicating your current offline service to online delivery.

At the time of writing, Australia is about 1 week into enforced closing of doors for most non-essential businesses in an effort to slow the spread of Coronavirus. This means many businesses which have traditionally delivered their services directly to the client in person, need to adapt fast to convert their businesses to online delivery and do it FAST – or they will cease to trade. I don’t want that to be you.

To help you take action fast I’ve also included here a list of all the resources I recommend and use myself to run a very successful coaching, consulting and training company delivered completely online in a home-based office for well over a decade.

BONUS: To make it easy for you, I’ve also created a downloadable checklist for you so you have all the resources and links in one simple document. You can download it below the video.

Plus I’ve filmed a behind the scenes bonus video for you and show you exactly how I’ve set up my home office (a tiny one) to produce a high quality video podcast every week, run webinars, personal and group virtual coaching and white-board teaching and consulting. You’ll see how you can set up something very similar for just a few hundred dollars.


If you have extra tips to share with others who are watching / reading this page, I’d love to hear them. Just comment below at share.

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.

BONUS: downloadable checklist “The best (and cheapest) tools to convert your offline business to online fast”

The best (and cheapest) tools to convert your offline business to online fast

​To Book Meetings and Accept Payments

Book Like a Boss

I use Book Like a Boss to make it super easy for people to book in for coaching calls, group meetings and sales chats.

They can be in different time zones and the tool automatically shows them ties in their OWN time zone. This saves all the toing and froing finding times that suit, email relays and phone call relays. Plus it automatically sync with your calendsar such as Google Calendar.

It will send email and SMS reminders to your client so they remember to turn up and if they need to reschedule, they can do that easily too.

Now what most online booking systems don;t do but Book like a Boss does are these 3 very cool things.

  1. You can hook it up with Stripe and PayPal and take actual payments when people book. They could be booking for a personal consult, or multiple people booking in for a group class you run virtually. You can even take payment for a series of appointments.
  2. You can hook it up with Zoom so it automatically creates a unique Zoom meeting and sends them the link. Very cool.
  3. You can add heaps of extras on the booking pages, like text, videos, links to social media etc. In short, this is a super fast and cost effective way to create a website too!

Check it out here.


This is the program we use to take payment via credit card. It hooks up with heaps of other program (like Book Like a Boss above) and even Facebook in some countries. You can also take payments through Stripe directly without a need to link it to a shopping cart. It is a monthly payment (no upfront expenses) and it automatically deposits all payments each day into your linked bank account.

Check it out here.


This is a super easy way to take payment. You can also use Paypal/me which means you don’t have to create buy now buttons to take money.

Quite a few people don’t like using PayPal as customers so I prefer Stripe. In fact, I offer both. Make it easy for people to pay you!

Check it out here.

To Deliver Virtual Meetings and Consultations


Zoom is hands-down the most reliable and cost effective software to run video meetings. I use it every day and have for years.

You can use it to deliver personal coaching and consults, group meetings, run group exercise classes, staff meetings and even virtual drumming circles and red wine meetups like I do.

You can record meetings if you have the paid version though be careful if you use the inbuilt cloud hosting to save the recordings. The extra costs can add up!

You can also use the higher level package to run webinars.

Clients (and you) and use Zoom on your computer or download the free app for your phone.

Check it out here.

For Better Quality Video and Sound

Logitech Web Cam

You can easily use your built in camera in your laptop to run video meetings and record video but I find the quality in mine pretty crappy. I thought it was OK until I started getting web cam envy when I was on group meetings.

I use a Logitech HD 1080 web cam that plugs into my USB. That’s all I use for my meetings and webinars and what I record every podcast episode on.

The microphone is fine too so if you are within a metre of the webcam, don’t worry about buying a separate microphone.

Check it out here.

Mini Tripod Selfie Stick

When you use an external webcam you want to have control over the angle of your camera. And when you record video and run Zoom meetings from your phone you want to control the angle and keep the phone stable.

Enter the combination mini tripod and selfie stick.

My favourite took ever!

I use the Benro Smart Mini Tripod and Selfie Stick.

Check it out here.

Bluetooth Microphone

If you need to be a distance from the camera and still be heard clearly, then a Blue Tooth microphone is perfect.

These don’t have long chords for your feet to get tangled in as you demonstrate a complicated yoga pose for your virtual group class.

I don’t use one myself, though they do seem kinda cool.

You can check out a selection over here.

Rode USB Microphone

If you want to get higher quality sound when recording from your computer, you might want to invest in a Rode USB Microphone. I use this when recording podcasts but to be honest, if you use the Logitech web cam and stay close, this is a luxury you may not need. Die-hard audio quality podcast geeks would disagree, but hey I’m a 90/10 girl. 90% perfect sound is still awesome if you aren’t a radio producer.

Check it out here.

Better Quality Lighting

Studio Lighting 3 part set

Lighting makes such a difference to the quality of your video, especially when on a video meeting. In my office I have 3 studio lights permanently set up around the room. 1 from the distance, one closer and lighting from the side, and shining to the wall behind me to eliminate shadows.

You can see what they look like in my behind the scenes video.

They are inexpensive and awesome. Tip for you though: they are a total pain to set up so, even though you can dismantle and pack them away, I wouldn’t. There is just too much swearing involved!

I got mine on eBay.

Check it out here.

Selfie Light Ring

There are quite a selection of selfie ring lights you can use. From under $10 to hundreds or thousands. They sit behind your webcam or clip onto your phone and make your eyes sparkle and you look well lit and gorgeous.

Naturally, the larger and more expensive ones will cast enough light for you to be further away from the camera. The little clip on ones for your phone are great for close ups.

Check it out here.

To Create An Awesome Online Business


If you’re going to create a new revenue stream for your business and take this online business seriously, then creating an online course or membership program is your ticket to freedom and great profit margins. I have used practically every online software to host online courses, take sales, create sales pages, list building funnels, clever timed sales, evergreen webinars, launches etc… without fail the very best one I’ve ever used is the one I use in my own business now. It’s called 10xPro and I’m quite a fan girl. You can get started for $1.

Check it out here.


If you want to make the most of all the clever features available in 10xPro, then you’ll want an email management program that allows sophisticated automation. Keap (aka Infusionsoft) is the one I use. I have a love/hate relationship with Infusionsoft, but they have recently launched Keap, which is a less complicated version. I have recently set up Keap to run the online business for a business partner and I found it so much easier to use and understand. So, now I recommend it to you without the need to apologise for it’s previous complexity.

Check it out here.


Active Campaign is like Keap, but not as clever. It works really well with 10xPro and is a bit cheaper than Keap, but there are a few things it just can’t do to make the most of the clever features of 10xpro.

Check it out here.

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.


I’m honoured and  grateful for your support.

If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!

Read The Transcript Here

Hello, Janet Beckers here and today we have a new episode of Romance Your Tribe Radio, and the episode today is going to be all around how to take a service based business and make it virtual and how do you do that in the fastest way possible? How do you make it so that you can be delivering services to your clients in a virtual way? And how do you run your business and market your business when all you can do is to work virtually. Now at the time of recording this here in Australia we’re just right at the very beginning part of serious lockdown of quarantining, where businesses are being closed, they’re being told that they can’t operate or their customers have just bunkered down and not gone near them.

So there’s a lot of businesses that are right now in a very difficult situation where they’re faced with, you know what, I’m going to have to close my doors. A lot of businesses have already done that. I don’t want that to be you. So today what we’re going to be looking at is if that’s you, if you’re being faced now with your business that your clients are saying, I can’t come in to see you. This is if you’re doing one-on-one business or where you’re servicing people. We’re going to look at what we can do for you now to help you to be able to transition what you’ve, what you can be doing with your clients. If you’re thinking, well you know, my kind of business, you know there’s certain restrictions where it’s going to be very difficult for me to even be able to replicate what I’m doing online. We’re going to have a look at some different pivots that you may be able to do specifically around the topic to do with going virtual.

So if that sounds like you, I hope I can give you a few ideas here as well. And if you are already doing some of the things that you do that you are doing virtual but you’re really having to change things up, ramp things up we’re going to have a look at that as well. So if any of those sound like you, if you’re thinking right, I need to be able to either start for the first time adding virtual services, or I need to look at how, how can I consolidate, expand, and perhaps even create a new revenue stream with this, then today’s episode is designed for you. Now, before I get stuck into the nitty gritty of why you would do this what you’re going to need to have in place the exact software and different resources and things that you’re going to need to do this.

I’ll have all of this here for you today on this podcast. I want to let you know what I’ve also created for you to help you to take action fast. Okay, so on the podcast page, so whereever you’re watching this, there should be a link for that. So whether you’re watching this here on your podcasts, there’ll be a link here for the podcast page. Whether you’re watching this on YouTube, Facebook, Instagram, wherever you’re watching it, there will be a link there that will take you to the actual episode page on the Romance Your Tribe website. Now on that page, first of all, I’ve got links to every single one of the resources that I’m going to mention here today, all in one place. So you can just go to there and you can find all of the resources.

Okay. I’ve looked up to find links for you for where you can buy things on eBay or Amazon. So you can do them online, but also I’ll tell you the things that I’m using myself so that you can go and just, you may be able to find them locally, secondhand, whatever. So I’ll have all of that. Therefore, you, and I’ve also created another video for you where I’m actually taking you behind the scenes of the way that I have set up my teeny weeny office in my home. Like it’s a single bedroom that I’ve converted into an office that I run a successful business where I’m running coaching or any training programs where I’m doing one on one with people where I’m running a team. All of that is done virtually through here a these videos, the podcasts that I create are all created through here.

The the, the short videos and things that I create are all created through here. This is also where I do all of my brainstorming and where I can also work with clients where I can actually be using a whiteboard while they’re learning from me. Virtually everything is there. I’ve been running a completely hundred percent virtual business for well over 10 years. Occasionally I’ve thrown in with some clients where we’ll have retreats, but that is not, that’s not core to the business. That was only for a couple of years cause I wanted to get together. So otherwise everything has completely been virtual and I’m also really into simple and cost effective and not going over the top. So I’m going to share that video for you. So when you go to the podcast page you will see that video for you. It’s not long, but it shows you the exact setup that I’ve got and you will get to see how tiny everything is here.

And so you’ll be able to see that and I’ll also show you which of those things I take with me if I’m traveling. So all of that is there on that page and anything that I mentioned here in the video that’s showing you behind the scenes of where I am recording, this will all be on that page as well. So hopefully that will act as a one page resource there for you where you can go to just get started now. So I wanted to let you know I’ve got all of that for you. Okay. Got your back baby. So, and you’ll really want to go over to there, cause I’ll mention a few, quite a few different resources that I use, though it’s going to really be helpful for you to just go over and get the links. Okay. Awesome. So now, now that we’ve covered that, let’s get stuck into how do you do it?

How do you go virtual? So first of all, let’s talk about why would you go virtual? And if you’re watching this video and you see me looking down, it’s because this is one of the tools I use is my iPad. This is where I write notes and I just have it here sitting on my lap. So if you see me looking down at it, so I don’t forget to to say anything here to be able to help you. Okay. So why would you want to go virtual to start with? Especially if you’re in some kind of service based business where it’s actually really nice to be able to be serving clients directly. They may be coming into your shop, into your clinic, they may be coming into your studio, however it is that you’re working with people. You might be running things now where you’re going to them, where you are even working with them one on one or in groups.

You may be running workshops, doing consultations, those sorts of things. So why would you want to go virtual anyway if what you’re doing is working well? Well, there’s a few reasons. Number one is the obvious one that we have here at the moment with the Corona virus is, you know what? Sometimes if you don’t, you’re going to go belly up and I don’t want that to happen to you. So sometimes you’re forced into that situation. It may or may not be permanent. It may be something that you have as a stop gap that’s probably gonna have to last a few months I’m afraid, a stop gap so that you still can be serving your clients. You can still be making money and still giving really good value and I’m still keeping the loyalty of those clients because once one client drops off, it can be harder to get them back on again.

You want to keep them as much as you can, so that could be one reason where it doesn’t have to be permanent. It may be a temporary stop gap. The other thing that can happen is you may find that once you have started doing this that you know what this is actually working really well. So you may be able to take all of your business, virtual or parts of it virtual or have options for your clients. And so we’ll look at that today about you know, the setup that you can be having for that. And the other one that you may have is once you’ve started doing this is you may have you may find that actually instead of providing one-on-one services, that if through this process of working virtually, you’ve been able to record step by step you know your knowledge at working with people, case studies, demonstrations, however it is that you work.

You may have already been, you may have been creating those and then you can actually pivot more into education for your clients rather than the actual service. So that is a potential as well. And this could be the moment, the time that either through necessity makes you create this or it could be something that you’ve been thinking about doing for a while, but you’ve been, you’ve been busy. Okay. You’ve been really busy with servicing your clients, with running households, with, you know, travel to work or to clients with if you’ve got children too, just all those different things where you’ve got to be out and about you know, taking them to swimming lessons and whatever else is that you’re going to be doing. A lot of those things are be consuming your time, but you may have more time available now simply because your clients may not be meeting with you.

So it may just be the opportunity that gets you… That gives you the kick up the butt to get it done. So these are the circumstances where you would want to be setting it up. So even if we weren’t in this time of crisis, there is the potential that you may have been able to have had a revenue stream in your business that was providing virtual support. For a long time. You may have had that opportunity. So this may be something that’s going to be a long term opportunity for you. Now I’ll go over a little bit at the end about some circumstances where you’ll be thinking, well, will this work for me? Won’t this work for me? So I’ll go over some of those as well, but this is the reason why you would want to do this. And I’ve been getting so many messages all the time, like ever since we’ve been especially just in the last week or so where it’s been, Whoa, okay, this is, this is sudden, this is happening fast.

It’s affected my business really fast. What do I do? I’m getting lots and lots of emails, personal messages. And also working with my accelerator clients in person, you know, we’ve been working specifically on how has it impacted your business? How are we going to protect you? So it’s happening really quick. So what I’m sharing with you is come to wreckly from the questions that I’m getting from people. So if you’re feeling like your trying to work out all these missing pieces yourself, no, you’re not alone. Okay? So that’s, you know, all the resources I’m giving you here. You can share over in the Facebook group that I have that comes with, that’s for free. That comes with this podcast romance, your tribe, tribe. You can discuss things over there with everybody there as well. Okay? So now I’ve got an understanding about why you would do this.

And this does not have to be just a temporary fix. This could have the to completely revolutionize your business or parts of it. Now let’s have a look at what do you need to do, and I’m going to look at this in terms of, first of all, what if this is completely new? Okay? You do not have any way of working virtually with clients. Now, in fact, you may even take all of your bookings over the phone or they walk in. So we’re going to start there right from the basics. So if you have some of this set up, still listen, because I’m going to share with you the tools that I use and they may be different to what you use and like, I bet there are some that are. And so you may want to check those out to see if they’re gonna make you more efficient because the ones that are going to be sharing with you are the ones that I have found that gives me the greatest efficiency.

And also, the good cost for money, you know, good value for money. So let’s just make this assumption that uses totally new for you. Go back to scratch. So if we’re going to do this, first of all, let’s have a look at let’s first of all, look at your offer because this will not, it can be very difficult for you to be able to translate and say, well, this is what I’ve been doing with you in person. Now we’re going to do it virtually. In some cases it’s easy, especially if you’re in something where you’re not actually providing a hands on service. So in that case, your offers, what you’re selling could stay exactly the same. It could stay the same and you just saying, okay, well we’re going to meet virtually. I even have, I have clients who live locally.

We still do our meetings virtually and I’ll, I’ll share the software that I do because it’s more efficient for both of us. That’s why, so that may work for you if you’re finding that your that your customers cannot, you know, that for you to be able to say, well, it’s going to cost you the same but we’re doing it virtually where it’s not going to be the same value really you’re going to have to change what it is that you’re offering. So this is where you may be thinking about, okay, it’s not the same thing, but what can I be doing in some format that’s going to make it so that people can still be getting some help, some value. And yet you know, there, it’s, it may not be the same thing that I’m offering them. So it could be a temporary, okay, we can’t be doing this, but here’s something that I’m putting together that’s going to help you.

So just keep in mind that you do not, when we’re talking about going virtually, it does not need to be a direct, okay, I’m replicating the exact thing. You may be offering something completely new. Okay. So that’s, that’s what I want you to think about first to do with your offer. And I’ll just give you one example, which was just really recent from a conversation I had yesterday with a local who had, who goes to a yoga class and it’s really important to her for, for her health and also just for the connecting with people and for her, her sanity really. And she was saying that her, the yoga teacher, the class that she normally goes to, they’re not running it anymore because of the quarantining. So her yoga teacher very quickly moved it over to a group virtual video meeting now. Good on her for taking action.

Really, really quickly. And I just wanted to share this story with you because I wanted to tell you what the what the feedback was from the customer and for her. She said he absolutely loved it cause she got it, she knew why it had to happen and she’s still got to connect with the others in the class. She’s still got to be led through the yoga exercises. She still had close to that same experience. And so in that case it was the same price, the same class, just everything virtual. And who knows at the end of that, that yoga teacher may decide that she’s going to continue offering both options. She may run a virtual class once a week that goes for her traveling clients or remote clients, who knows, it may be a new revenue stream for her. So I wanted to share that one with you because it’s a very physical thing and it’s a story that a client was actually happy with it and it was just a discussion this week.

Okay. So now I’m going to walk you through the customer experience of being able to book pay and to have delivered a virtual service. I’m going to walk through it in that way and talk about the different software and set up that I use and recommend for each of those steps. I get ready to take notes and also know I’ve got all of these links here for you on the podcast page, on my website that Okay, so let’s first of all think about like that’s why I mentioned the offer. First, you need to have a way of putting your offer. So that may be, you know, you’re going to write them an email. You’re going to be, it might be on your sales page. That part you can handle. You can do that the way that you’ve done before. In my in my programs, the success circle, I’ve got templates on sales letters and all of that sort of stuff, including just a PDF that you know, so you don’t even have to put on your sales page.

Here’s a PDF that you can just fill in the blanks and send out to people, but you may not even need that. Okay? So those resources are there if you want them now. So that’s first of all, you need to communicate what is your offer, what are you going to be delivering? Then the next thing you need to do is, okay, how are they gonna book him? And how are they going to pay? If you have traditionally had people paying when they turn up, things are going to have to change, aren’t they? So let’s look at first of all, how are they going to pay? So the paying it can be as simple as just using a PayPal. You can use PayPal. Pay me really, really simple. So go and have a look at that for payment. Pay me. If you don’t already have some sort of online setup that you’ve got to be able to take orders, that’s just going to be your simplest, you can stick with that.

Or you can get them to transfer money through three bank. Just sending them the banking details there. The simplest way is you don’t have to make this complicated. Okay? Of course there are far more sophisticated ways that you can be using a, for example, using Stripe or using whatever you do for your setting up as a shopping cart. I use a program called 10X pro and I use Stripe and PayPal. With that, I’ll put the links over there for you, but you don’t need to go. Like if you’re just going straight from scratch, just give them a PayPal button or your banking details. Okay, simple. Ua PayPal link for payment. Okay? So that can be taking your payments. Now the next thing is you may want to book in a time. Now, they may have already had existing times. If you’re doing one on one with people, then they’re going to have to book a specific time.

If you’re going to be having groups, you may need to be scheduling different times, in which case you need to be able to make it easy for people to book in. Cause you really do not want to be doing lots and lots of tuning and flowing. If you can help it. To do that. The best tool that I have found is is called book like a boss. So you can find that at romance, your Book like a boss. I think I might also have it called boss, but yeah, they’ll link, I’ll have all the links there for you on the podcast page and I’ve got a link there that where two an egg and a whole page where I take you behind the scenes and show you how I use it myself. Okay. So again, you can get a video behind the scenes.

The thing that I like about book, like a boss is you can make it link to your existing calendar. I have a Google calendar, you can’t, I can’t, best virtual tools are using Google all the Google suite. So I use a Google calendar and book, like a boss allows you to be able to make lots of different settings so you can say, okay, here’s going to be, if you’re going to be booking in for a one on one session, this is the link you do. These are the times that are available. You said it all through there, then you might go, okay, this is the time we’re going to be having the group program. So you have the link there and then people can actually book in for that. So you can make group bookings as well through book like a boss. That’s why I like it because it’s quite cost effective.

And and it’s also actually I’ll just have a look cause I just saw that I, they was putting a special out actually this week. So I’ll find the link for that. Then I’ll put that there cause I think you can get like half price or some things. So I’ll go and find that for you. I’ll put that on that page. So because that’s what they’re doing to help people through the crisis. So just that’s timely. It may not be when you’re listening to this, it may not still be available, but have a look. You’ll have a link there. Okay. So book like a boss works really well because it allows you to allow bookings for all different options. And it also follows people up with reminder emails and reminder SMS as how cool is that wherever they are in the world. Love it, so that is really good.

I use that constantly in my own business. I’ve used multiple calendar booking softwares. I just think this is hands down the best. Okay, so now you’ve been able to take the money from them and you’ve been able to book them in to be able to have a one on one session with you or booking for the group sessions that you’ve got. Now you’re covered. The next thing that you’ve got is how are you going to deliver this? So I’ll show you a couple of different ways that you can do it. One of them at the most extreme level for group programs, I would never do this for one on one is you could even have a set up a private Facebook group and just do a video live stream into there. Just do a Facebook live where you can be running the group through there.

They can all be watching it through Facebook. That’s not going to give you the same interactions as a group, but you’re the one there that would be leading whatever it is that you would be doing as the group and everybody can be doing there. How is he? Is that really? That’s free software. You can just be setting that up. I’ll talk in, in the extra video I’ve got for you. I’ll show you the actual camera setup that I use for your help to do that. Okay, so don’t worry about that now. No, I’ve got you covered, baby. So that’s one level. I would never do that for one-on-one. It’s just not private enough. But what I use is a program called Zoom. Now you could use things like Skype, go to webinar. I’ve tried all of those. The most reliable is Zoom that I have used.

I absolutely love it. I use it absolutely every single day in my business. I record products through their podcast through there. We do our accelerated group huddles through there. Every single week. I do all my one-on-one. I have staff meetings. I, you know, that’s where I do the group coaching for the Success Circle every month, everything is run through there. It’s really reliable, really, really good. And the nice part is it makes it super easy for your clients to be able to join you because they can use that from their telephone you know, from their mobile phone or they can be using it on the computer with a free app. Okay. So that can be, that’s the way that I find the best to be able to deliver a face-to-face. So you can see each other to be doing that as a video meeting and you can turn the video off and just make it audio.

But the nice part is it also records it. So if you’ve got a client that’s thinking of, this may not be so good, you can say as an additional bonus, you’re going to get the recording of this so you can come back and visit. Okay, come back and review it. And for you in some cases with group ones, you can keep that recording and that may end up being a suite of of instructional videos that you can be selling or including in a future course or a future membership. That’s a topic for another podcast that I will do for you. Okay. So the, now I’m just gonna circle back to book like a boss because if you don’t have a way now of, you know, being able to take the meetings you know, be able to take the bookings and do the meetings.

Here is another reason why I like book like a boss. If you had the combination of book, like a boss, a payment methods such as Stripe or PayPal and Zoom, you can link the whole three of those together and have a really flash looking and flash working online, virtual system that all works together for really cost, very cost effective. Now, how does it work? Well, you can actually connect through book like a boss. You can connect other PayPal and Stripe and it will take the payments for you. When I say connect, you know you put your details in the field in the back end, it’s just fill in a field. Okay, so you’ve got, you can do that and they’ve got all the instructions to show you. And then what you can do is if you’ve got Zoom, you just have to in the back end, say this is my Zoom account and you can decide every single time that you make an appointment for somebody, it can actually create their own little Zoom link that is unique to them for their one-on-one and it sends it out to them and sends the email reminders and sends the SMS reminders.

How pro is that? Really, really cool. And you can even put, you know, you can fill it out and put instructions. You can put videos and testimonials and everything on the pages on book like a boss. So there you go. Total fangirl. But this is a really good system for you to do it. Without you having to set up a really fancy website and get everything there. All right. Once you’ve got this set up, you’re ready to go. Okay, I’m just going to check here. And of course this is one thing that goes wrong with having my, what’s this thing called here? My iPad here. Is it just locked itself? Okay. So the next thing that you’re going to want to do is two things is we’re going to look from your side and we’re gonna look from the client side.

Now if you want to be running video meetings, there’s a few things that you’re going to need. And again, I’ve got all the links for you over on the web page and a behind the scenes video so you can see my equipment. First of all, you don’t even need a computer really. You can do, you can be running video consultations, group video meetings, just using your phone. It’s easy to do. I do it heaps. I do it a lot. It’s not unusual for me to be running my high end, my Accelerator clients, our weekly huddles. It’s not unusual for me to run that from down at the beach or from in, from in the car. Not while driving of course or wherever I happen to be if I haven’t got back home and gives me, you know, it’s good quality and it works perfectly. Okay?

So you can just be doing it from your phone and so can your client, you can be doing it from your computer is the one of the most common ways that I do it because it’s just all set up as a nice, that’s not distracting so you can be doing it that way. So for yourself, the things that you need to consider about is the quality of the video. So within your phone normally that’s good enough quality. That’s cool. Sometimes I find with a laptop it’s not good enough. So I actually have a Logitech webcam and it just plugs in as a USB and I have it sitting on a really short tripod that acts also as a selfie stick. And I’ve got the links to the exact one that I use cause it’s awesome over on the webcast page, but it’s a selfie stick mini tripod if you want to Google that.

Okay. So I just have my webcam on there and that’s what I’ve got now that I’m using and you’ll see that on the other video that I’m going to, that I’ve got there for you. Okay. So you have all of that there available. So that’s number one that’s going to cover you for your visuals.

Lighting, you may just be able to use whatever light you’ve got. So it may be using it might be, you know, just using natural light. If you’re outside, you might be to go near a window or you might be like me when I’m set up here at home is I have studio lights that I’ve got set up and they’re not expensive. Just got them off eBay. Again, I’ll show you all of that in the video I’ve got and I’ve got the links for you on the page.

With your sound. I find I’m just, now, I’m actually using a road microphone to record this. I usually do that for my podcasts. It just plugs into my USB. So just look for a USB road microphone. You don’t need it. Okay. I’m just doing that extra because I can a lot of times and especially when I’m doing any of my virtual meetings, I don’t worry, I just use what’s built in with the Logitech or what’s in the phone works perfectly well. The microphones are really, really good there. If you’re not too far away, if you are having to be further away from camera because you’re demonstrating something, this is perfect. If you’re like a yoga teacher, if you’re running exercise classes, my personal trainer, we’ve been looking at how we may need to end up doing that with her and I just adore Laura so I’ll still be doing that.

So if we go vote virtual, she needs to be demonstrating things. In that case what you will probably need is to have a blue tooth microphone and he’d set there’s, I would Google, I don’t use one myself cause I don’t need it, but just Google that. Okay. I’ll find some links to some that you can use, but I don’t use them myself, so I can’t say if I love them or not, but I’ll have some links there for you. But that will allow you to be able to move a long way away from the camera set up and it doesn’t matter because they’ll, you’ll still be able to, they can hear you really well and you can hear them. So that’s a good solution. So all you’ve got to worry about is your visuals, that you’ve got enough light and you’ve got your sound.

You just need your phone, you just need your computer. And using Zoom, which I absolutely adore. Or you may even just be going in by Facebook, live into a Facebook group. Okay, so let me just now move onto the other side of that is just be aware that for your clients going virtual may be like something that it’s too difficult for them. So one of their big objections to doing this is how do I do it? I don’t know. I don’t how, I don’t want to be on video. How do I, how do I even have a good camera? How do I do any of this myself? So be aware that that’s one of the big objections they’ve got. You need to meet that head on. And one of the best ways that you can do that is for you to create a really short information document that says, this is how we’re going to meet.

This is where you go to get the Zoom app. It’s free. You can put it on your phone and maybe even his link to go and see how do you put it on your phone or how you put it on your computer. This is how you join. And if you want to, you don’t even have to use the video, but it’s nice to, if you do, here’s a few tips that can help you and you can use the same ones I’ve just given you. So make sure you make it super easy for your clients. So it means you’ve got to work it out, but take the time to put that document together for them and just send it to them. And you may need to walk them through it the first time. So make it easy. So because you don’t want that to be the objection that stops them from doing it.

Okay. Now let me also have a look here. Okay. So one thing that we’ll go back to is a few situations that you may find yourself into. So I’m just going to do here, but you know if you’ve got questions that are going through your head of “yeah, but!” First of all, if you’ve got “yeah, but!” Send it through to me okay? You can either send it to me through email at [email protected] You can come over to the podcast page on my website and leave it as a comment. That’s a great way to do it because then other people will probably have the same question and I can answer it there and help you all. You can come over onto Facebook to our free group that I’ve got called Romance Your Tribe. So it’s the Romance Your Tribe-Tribe

Okay. There’ll be links here. I’ll have links on the podcast page. There’s, there’s links everywhere. So come and join that for that free group and you can ask your questions there, but I’ll try and address a few here for you right now. Okay. So one of them might be… I can’t do this because the kind of service that I provide my clients means I actually have to touch them. You know, it might be that you’re having to do some kind of therapy. One of the clients that I, that we were taking all of hers online and we were working for it beforehand and it just so happened to be coming now. She works closely with people where she is a therapist so she needs to be touching people. So for some of these people it’s going to be, you know what, we’re going to have to do this part after, you know, when the sanity’s back.

But in the meantime, there’s a few things that you could do. In some cases it may be okay if they’ve got a loved one there with them, who’s helping them for whatever the therapy is that you’ve got. Can I be instructing and supervising while the other person does some of that therapy? That may be one case that you can do this is especially so for physio therapists, occupational therapists, if you’re in that sort of format wouldn’t ex wouldn’t recommend that for a dentist. Okay. so that may be one way that you need to do it. The other one is you may need to pivot to be creating an educational model. So in the meantime, while you, before things, you know, things aren’t in this period of time. If this is a temporary fix, you may go, okay, so whether or not that is for they may or may not pay for this, you may be providing education on things that they can be doing in the meantime that’s going to keep them.

So that, number one, they, you know, continue to get better or get results, whatever it is that you help people do. And the other one is, so they remember it was you, you were the one that helped them. You were the one that stayed in touch. You were the one that they will be loyal to. So they will come back to you. So that may be a customer retention method or it may actually be a customer delivery of service. So, but you may need to create that education component. The benefit of that is make sure you record all of these. Okay. Because this is the potential revenue stream or potential onuses that you can be giving new clients when the quarantine is no longer on. Okay. So if that sounds like you, they are a couple of ways that you may be able to adapt.

If you’re finding that people don’t want to be doing the one-on-one with you virtually because they’re thinking now it’s not, that’s not doing it for me, but I don’t want to stop what I’m doing. You can be doing just group. As an example, I’ve been talking with our personal trainer and there will be some stage where, you know, we’ve been working on ways so that we can, you know, go to a home gym. But also there may be a time when it’s all got to go virtual. And if I find that, you know what, this is not working for me so well, one of the things is I know is we can be creating a group program so that she can be running it and she can be having, you know, lots of clients all coming at the same time.

It probably won’t be the same price, but she would still be able to help. She would still be delivering a service and still be able to keep me loyal and keep me used to continuing to work towards those goals. So they’re just examples that I’m just thinking of in my own life. So in some cases the one-on-one may not be attractive. See if you can create a group, paid would be ideal. Sometimes it may not work in those cases, you could do all of that through Zoom or you may do that through the Facebook group. The other one might be, well, okay, if I’m going to be doing this, I’ve been thinking about creating an online course or I’ve been thinking about creating a membership program. I’ve been thinking about, you know, creating resources, using video and working with people virtually. Well if you’ve been thinking about that, this is the time baby.

Okay. So I though you may be finding you’ve got more time and that’s kind of, you know, that’s a bit sad. But you know, use a productively so that you actually get that, get off your butt, do it now. Or you might be having to double down working with your clients, but be clever about it and see what can I save, what can I record and use that’s going to go towards this program I’ve been planning. This can be your opportunity to come out of this with a whole brand new revenue stream that you’ve been thinking about doing and this is the thing that’s going to make it happen. If that’s you, I can help you with that. I can help you with that through my success circle and I can help you that with my accelerator program and as part of the Corona crisis that we’re in, I’ve been looking at my offers and I’m making it so much easier for you for this short period of time to be able to get in there with offers that I know I will not repeat.

So if you want some help, just drop me a message and I’ll let you know what I’m doing. Okay. so and can really help you to get to that level. All right, I think that may be all of it. So just as a quick summary, I have got for you a resource that has got two things. One is a whole list of all the different resources that I have talked about today. I have got them all there for you on the podcast page with what they do and here’s the links to go and get them. Okay. So, Oh and get those. And that will make it really easy for you. I’ve also got there for you, a video where I take you behind the scenes and you can see this room that I am shooting this video from and I’ll show you all of the setup that I’ve got and you’ll see how really basic it is really basic.

And so you’ll be able to see how I’ve set that up and you may be able to replicate something quite quickly. I set all of this up front for only a few hundred bucks and you may already have a lot of the things that you need. All right, so know that I’ve got those resources there for you. The other part there is why would you want to be going virtual? Well, at the moment you may be forced into that situation. It’s either going to be that or you’re losing clients because of the quarantine that we’re finding ourselves in that people just aren’t coming to you. So you may be forced into it. So it may just be temporary. Okay? So you want to get this up and going fast. You may also find that your going to be either expanding some virtual things that you’re doing and you may end up keeping them.

It may be something that this becomes an ongoing offer. If it’s working well for people. It may supplement your traditional way of providing service or it may replace it. It could be either. And the other way that you can be making the most of this is this can be your opportunity to create that online course, that online membership where you’re pivoting less into service and more into the education side of it. So this can be your opportunity to do that now. Okay, so I’ve got all of the software there to make it really, really simple for you in those links on that page, I would love to hear from you. Like I’d really want to hear from you. Like how is this affecting you? What other ways can I be helping you? What’s ways that I can be making it so that you’re going to have less stress on your shoulders about trying to make decisions on how to do things, on how do you get things done fast?

What is it that I can be helping you with? Because I see my role through this crisis is number one, I’ve got to keep my business going. Okay? Which is why you will see that I will be letting you know about the new offers that I have, this temporary period. So that’s me, but also you know, what is it that is impacting you? How can I help you? Because I see my role as to make it simple for you to be able to adapt quickly because I don’t want anybody going out of business on my watch. So if I can help you to do that in a way that I can do that quite quickly and through, through using the medium of video, I can do that. Let me know. Okay. Because I want to make sure that any help that I’m giving there, I can help as many people as possible.

So let me know what you’re having trouble with and I will do my best to be able to make it easier for you. Okay. Bye. Oh, and please, if you’ve found today’s episode useful, I would really be grateful. Number one, if you can share it, just share it with friends who were going to need it. That would be wonderful. And number two, I would really appreciate if you would go to iTunes, if you’re watching this on iTunes and leave a review or wherever you are watching, leaving a review about what benefit you’ve got, cause that will help me to be able to reach more people. I’d really appreciate that. Okay. Bye!

7 Triggers to 7 Figures

7 Triggers to 7 Figures

I love me some good rhyming, and even better when it relates to a good success framework.

If you feel the same, you’ll love the topic of today’s podcast “7 Triggers to 7 Figures” with our guest Steve Dailey. Steve works with business owners who, as Steve puts in true Texan language “it ain’t their first rodeo”. So they’ve been in business for a while and know it can reach far more potential, in their market place but also in freeing up their life so they’re not working so hard.

As someone who went from $200 and sleeping in the pump room of the pool where he was employed, to building his first business to $3 million revenue in less than 2 years, Steve walks his talk. Today we’ll deep dive into the model Steve uses with his clients, with examples you can use to apply the 7 triggers to your own business.

The framework we cover has come from reverse engineering the major catalysts that created explosive success with his business clients and can predictably be applied to every existing business.

Here they are below, as a quick summary. I highly recommend you listen to the episode or read the transcript if that’s your thing, to get examples and deeper insights.

The 7 Triggers to 7 Figures at a Glance

Trigger 1: Authentication: I love Steve’s definition “authentication is getting the intersection between our passion, our competencies, the products that we’re selling and then the market that we really love and they love us.”

Trigger 2: Integrate: …with your top personal priorities. With a focus on the four distinct motives, wealth, health, connection and influence. Steve asks the question “if your business doesn’t serve these 4 areas, then what’s the point?”

Trigger 3: Concentrate: Identify what gets you a return and double down on those. You’ll need to make the tough decisions to “clean out the closet”. Steve talks about what to do if you have loyal employees that just don’t add to the business anymore.

Trigger 4: Invigorate: Once you’ve refined exactly what you must concentrate your effort on, then turn up the heat on those by focusing on your company culture, systems, values and accountability. Steve gives some really practical and creative tips you can use in your own business this week.

Trigger 5: Penetrate: …your market by getting airhorn noisy! This means “Pulling” your market to you with mesmerizing marketing that is very specific to the people your business serves best.

Trigger 6: Resonate: Create a transformation roadmap of your product and businesses transformational story. If you’ve followed me for a while, you’ll know this is a concept that is key to the work i do with people too.

Trigger 7: Duplicate: This is where you develop the freedom to fly so your business no longer relies on you. I love the concept Steve talks about in this part of the interview of business owners who have positioned themselves as the sun their business universe rotates around. Steve gives some great examples of different ways you can multiply your business and allow it to function smoothly without you.

You can get more info on the 7 Triggers, and connect with Steve over 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.

 Steve’s Bio

As with most whose lives have eclipsed a half century or more, Steve’s journey of mistakes and victories, pursuits and passions, twists and turns have finally started to make sense; finding that the winding trail has been preparation for an extraordinary chapter for his life ahead.

From a career perspective, spanning 40 years, he’s had the privilege of working with aspiring Olympic athletes, start-up entrepreneurs, seasoned business leaders and an amazing array of ambitious high climbing individuals. And each has engaged him as their trusted teacher/ mentor/ advisor/ coach and friend.

More often than not they proudly report lifetime best achievements including setting personal records, launching latent ambitions, or making millions while (most importantly) attaining – or retaining – new perspective on all areas of life.

Along the way he has appreciatively gained deep insight on success and achievement through this work; and as well have been inspired to say “yes” insatiably to ambitious pursuits of his own.

Throughout it all, Steve has learned one very important thing about himself: I have a gift to catalyze for others a new, productive mindset and lifetime best achievements. And I want to share that with you.

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.


I’m honoured and  grateful for your support.

If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!

Read The Transcript Here

Janet Beckers:                  Hello and welcome everybody! Janet Beckers here and it is great to see you all through there. I’ve got a wonderful guest for you today. I’m really, really looking forward to introducing you to Steve Dailey. Good day Steve!

Steve Dailey:                     Hey Janet. So great to be here, good to connect again.

Janet Beckers:                  Yes. So Steve and I, Steve from the Entrepreneurs Excellence Alliance and the other week, he sort of reached out to me and asked me if I would be a podcast guest for him, which I always love those opportunities of being able to share and you know like sometimes you meet people and you’re just click. Yeah, just go look. You know what, if we were living close together, I know we’d probably be going and having coffees every week. So Steve and I have been going, you know what, we just need to just share as many things as we can together. And so I’m sure that this will be the first of many. One thing that I loved is, and that what we’re going to be talking about today is you want to tell us, just give a brief overview of what people can look forward to on our call.

Steve Dailey:                     Yeah, well, we, we’ve agreed to a… I’m going to reveal a framework that I use with my clients called the seven triggers to seven figures. So for people that wish or believe, it doesn’t matter that they could be hitting $1 million in their business. I have a framework or roadmap for how to do that.

Janet Beckers:                  Excellent. Oh I just love that seven triggers to seven figures. I love me some good alliteration. And that’s, and it doesn’t, I just, I love the idea that they are triggers as well. To me that shows that, yeah, to me, like a trigger is something that set something off fast. So, yes. So before we dive into that, can you share with everybody here so we can get to know you? Like, who is it that you serve and what is it that you do? And also I’m just really curious about like… Why?

Steve Dailey:                     So my primary audience now is an individual that’s as they say in Texas here in the States. It ain’t their first rodeo. They’d been around the block in life and in business. The way I couch you guys, is a seasoned entrepreneur. So it’s an individual Janet that has a business and it’s okay. They’re proud of having their business and it’s working at a level, but they know it’s got a lot more potential. But that combined with… They also recognize they’re not 20 anymore and a time to kinda hit the accelerator a little bit. And so what is it that I need to do to really make this thing go and not only serve the marketplace that my business is organized around, but serve my life entrepreneurs as we all have experience, get to a place where the business, the vision that we’ve had sort of hijacks our life. And we want to get at some point back to why we built this thing in the first place. And so that’s the individual and the urgency why people elect to work with me is they are, and this is not intended to be arrogant at all, but they’re wise enough, smart enough to know that if they didn’t, if they don’t have outside direction, input guidancea kick in the Keester that they’re just not gonna really get to where they want to be. And so they are humble enough to say, you know, yeah. I needed to have somebody in my corner.

Janet Beckers:                  I love it. I love how incredibly clear you are on that because that automatically eliminates people who haven’t been in business for awhile because that’s a completely different market, even though they can also be going to seven figures and some will do it much faster than the people that you may be be working with. But there’s completely different lessons that you need to focus on at that early stage. So I just, I love that clarity that you’ve got and I’m sure that there’s a lot of people who are listening here today that are going to go, yeah, that’s me. Or I don’t want that to be me. I don’t want me to be getting frustrated about, you know, not having, that’s, you know, the life balance as well as that success. Both groups here will be able to get some really good lessons from today. And I’m also curious, Steve, like what led you to have this expertise?

Steve Dailey:                     Okay, so I’ll make this as short as I can. So my first career out of of college, I was the national level swimming coach. I worked with aspiring swimmers or swimmers that were aspiring to be at national and international level competition, going to the Olympics, etc. And it was a wonderful laboratory about human performance and success. And I learned stuff I use every day today about that, but I realized that I didn’t want to spend the rest of my life walking around a swimming pool with wet tennis shoes on. So I had noticed an opportunity to build a business. It was in Houston, Texas at the time and it was explosive. I went from literally $200 sleeping in the pump room of a swimming pool. And in less than two years, I had a $3 million business, 300 people working for me, a terrific notoriety in the country and/or in the community and started to get other entrepreneurs coming in.

Business owners coming to me and saying, wow you’ve really done some amazing things picking my brain. One day, a guy that owned a sporting goods store came to me and he said, I want you to come over to my shop. I’m gonna sit down and I really wanna really get into your head about what you did to build your business. So we did that. And after, I don’t know, a couple of hours, he said, he pulled out his checkbook and he said, so what do I owe ya? And I said, you know, I wouldn’t want to charge you anything. And he was insistent and I said, you just, you know, whatever, whatever you think. He gave me a check for $1,000. And so I went back to my office. This is way before the internet. And I told my printer, I want to you to make a new business card for me, Steve Daley, business coach. Now, this was before the idea of a coach or a business coach was even a thing. This was 30 years ago. And now you see business coach on every business card from babysitters to attorneys. But yeah, I just, I basically said that’s what I, that’s who I want to be now, you know. And so I sort of graduated to talking about that and here I am.

Janet Beckers:                  That is such a great story and you know what it’s… It would be really tempting. We may actually do this in the future. Get back to even like what did you do? We won’t do that right now. But what did you do in that first business that made it go sights place, even the lessons you learned cause well I’m sure we’re going to be learning some of those lessons through the seven triggers cause that is just something that yeah to me would require a few, you know, a good bottle of wine and sitting down and having a yak and picking your brain on that one.

Steve Dailey:                     That’s right. I’ll tell you what, you don’t have to pay me 1000 bucks if you gave me a glass of wine.

Janet Beckers:                  Good deal. Good deal. So and that actually it should just as an aside, cause we’re recording this on Zoom for people who are watching this on the video. And one of the things that I do do with some of my JV partners and some of my clients that I’ve met have kind of moved on because they’ve had their success and then we still keep in contact, is what I call Red Wine Zooms. And so we’ll get together and we’ll have a red wine in front of the camera here with a glass of wine. And just catch up.

Steve Dailey:                     Yeah, exactly. That’s great.

Janet Beckers:                  So, all right, that’s, well, that’s brilliant. I’m really looking forward to hearing these seven triggers, especially now that I can see where they’ve come from. That’s really cool. So first of all, let’s look into why the seven triggers are important. Like, let’s look at, so people can know if this is something that they would be using in their own business and then we’ll really dive in into those seven triggers.

Steve Dailey:                     Yeah. Great. A good direction there. Good framework. Janet, so when we start a business, and no matter what stage you’re in right now, those that are watching this, you have an aspiration, you have a vision. It usually has to do with the short list, is a wealth, you know, plenty of money to do the things that you want to have, the lifestyle that you want to you know, really have no top end to what it is that you’re generating. Also an element of time to pursue all the other important things in life. The relationships that are important to you, the, you know, taking care of yourself travel or adventure or challenges of different kinds and giving back to you know, community or areas that, that are that you’re passionate about.

We all have those things in the background, but an odd thing happens on the way to that for most of us. And that is as I mentioned earlier you know, the, the, the the business can sort of hijack that, that that, that vision, that ability to actually have all of those things. Now I’ve, I’ve, I’ve learned, you’re right, my personal experience back in the day, but as I said, back in the dinosaur days when I had that first business, I I did learn a lot, a lot of things that I learned from the failures. I learned from the successes. However, the most valuable laboratory and, and experience and insight has come from working with people that have come to me to help them with their businesses and then have had explosive success. I would I am not going to take credit certainly not full credit for that success because the people I work with have to do the work.

However as a catalyst, I, I’ve, I’ve, I can, I think I can be proud of. And here a few years ago, it’s been probably 10 now, I started taking a look at the history of the people that I’ve worked with and and, and ask the question, what were the specific things that, that I can look back on that predictably created a catalyst, a launch, a spike in the, the new success and then moreover what sustained it, right? So what were the things that really kept it going once we got it going? And that’s the Genesis of the seven triggers. I basically compiled a, what I believe are the catalysts and not only create new, a new success, but also endured. And in the context of building a life that fulfills the vision that we had when we started our business in the first place. Mm.

Janet Beckers:                  Love it. That, you know, and that is, it’s really interesting you say that cause it is that thing where, you know, you have this vision and then all of a sudden you realize I’m trapped. That’s a really, really common thing. And I love that you’ve gone on and you’ve looked at the people who’ve actually created that success. Because once you’ve been doing this for awhile, you do notice that there are some people that you just go, Whoa, like, you know, they just have to get pointed in the right direction. And they took off, like, what can I learn from them? Like what made that so special? And so it’s that classic thing of, you know, you, you get better at being the coach because you have great clients and you’re actually watching what they do and learning from them. Yeah. Yeah. I love it. Well, let’s, let’s dive straight in. So I already knew baby number one, a seven.

Steve Dailey:                     Okay. So the first and most important aspect of the framework is there is a sequence baked into it where for I’ll just give you the overview and then we’ll dive into number one. So we want to perfect our own priorities is the way I catch it. That is reconnect to the most important things that we are doing this for. Not unlike the question that you asked earlier about why, why does it matter? Basically. So want to take a look at our business from out priority perspective therefore putting ourselves in, in a position of leading our path. One of the things that I’ve had to correct with, with my clients over the years predictably is that the businesses pulling or leading them rather than them pulling or leading the business. So we start there. Then we have to take a look at the internal workings of the business.

I kind of visualize a, a machine or a big, you know, just imagine a big power plant, sort of a, of an app of an analogy. And you’ve got a lot of things in your business that it need to be a, I call it grease your gears. Well, they may need to be lubricated. You need to make sure they’re tuned up. We need to take the most important things about your business and grease those gears. And the next thing, now we’re in a position with the priorities in place and the gears greased. We’re in a position to then address our market. My term for it is to mesmerize our market and to basically be a of an inspirational Mmm asset to those that we want to serve. And then finally we want to then multiply, I call it multiply our mojo.

So multiply the things that we know, create the arts, are businesses an asset to not only who we serve, but as I was talking about earlier, our own priorities for ourselves. So if we go back around to perfecting priorities, the first triggers that we’ll go two at a time here. First triggers, first two, triggers are authenticate and integrate. So authentication is about basically getting in touch with who are we really. Just because you can doesn’t mean you should, as I’ve said, and we tend sometimes are serving people. We don’t really care about putting things in the market that that you know, we’re not terribly passionate about trying to put things out or do things inside our business that were not terribly that we don’t have a lot of competency. So authentication is getting the intersection between our passion, our competencies, the products that we’re, that we’re selling and then the market that we really, we love and they love us.

Janet Beckers:                  Oh look, I mean, that is so important because as you’re saying that, I’m looking back at some of the changes I’ve made in just the last year or so because you can go, well, you know what, if you’ve got something in your offerings that doesn’t feel quite right or your branding is not quite right, well, big deal, just work with it. As long as it’s making a profit, but it does undermine everything that you’re doing. Like really, you know, you’ve, if you’re not congruent, you’re always going to be second guessing on things or not throwing yourself in.

Steve Dailey:                     Yeah. Well, it’s, it sucks the energy is such a way energy that can and should be used for something that’s way more powerful, to again serve you and serve the market that you’re serving. You’re exactly right. Hmm.

Janet Beckers:                  Absolutely. I mean, that’s for people who’ve been following me for a while and you’ll know wonderful web women that I’d had for 10 years, launched my business, you know, won me numerous awards. I closed it because of these exact reasons that you’ve talked about and it has just freed up so much energy.

Steve Dailey:                     Yeah. The way I say it is void creates value. So when you, when you purposely take away something, you have now a void that you can fill with greater or better value.

Janet Beckers:                  Oh, that’s a great, that’s a really good reframe. I love it. Great one Steve, I’m going to write that one down. Boy, that’s a good one. Write that down everybody. That’s a great one. Every time that you’re thinking, can I take it? Can I make this decision? You know, it’s too scary to let that thing go. What if void creates value? Love it. That’s a good one. Alright, over to you baby.

Steve Dailey:                     All right. So now once we have the authentication in place, now we want to integrate. And integration is about integrating the, the, the, the, the role the business has and that we’ve repositioned now by authenticating our, our view of priorities integrating it with our life. So everyone that all among us here that listening, all that I’ve worked with Jan, I’m sure this is the case for everybody that you serve. All are driven by my observation. Four distinct motives, wealth, health, connection and influence. Wealth is obvious. Taking care of ourselves financially down in the future. Health is about being vibrant, who wants to be rich and, and, and laying on a gurney with tubes coming out of our orifices, right? Connection is about relationships. All of us crave that we all have a need, a desire to belong and feel like we matter.

And finally speaking of mattering influences about legacy, about making a difference, about feeling like that we’ve been here for a reason. I encourage people to think about there, about implementing their legacy, not waiting for it to be assigned to them. What a painful thing to wait until after we’re gone to find out what meaning we had. Let’s do it now. Let’s say let’s declare it right now. So when we, when we integrate, we are asking the question, important question, does the business serve wealth, health, connection and influence for us? And if it doesn’t, well then what do we doing that for you? What’s, what’s the point? What’s the use? So that’s, that’s the second trigger

Janet Beckers:                  That is. And I love how you’ve been so clear on those four things there. It’s always really lovely to be able to measure, you know, am I doing it to be able to have a measure against this and yeah. And this one, you know, when it comes to that legacy, a lot of times people think, well, legacy is what I can focus on when I’ve it. That’s kind of like, you only do that when you’ve completely mastered everything else and then you can stop focusing

Steve Dailey:                     And then one day someday never happens. Yeah. All right, so now with those things in place, we’re ready to grease the gears. And so the third trigger is concentrate. I play with this as like cleaning out the closet. We all have a, a closet that’s packed with stuff that we’ve been stuffing in there as just a holding place or a drawer. We all have a junk drawer, our glove compartment in our car. It’s just got stuff. If we don’t stop and say, OK what do I really need for my business to be successful and what’s just stuff and clean out the closet than we are, we are absolutely guaranteed to bog down the machine of the business. And so those listening here, if you feel like your business is slow, sluggish taking too long, it’s done. You know, you don’t wake up and feel like it’s pulling you into it, you know, that’s probably cause you got, you got to clean out your closet, you need to zero in on, you know, what is it that you really need? What is it that, that is really appreciated? What is it that really works? What is it really pleases you? All of those things that we, that we defined back in authenticate and everything else, it gets tossed or put aside. Maybe it’s not a forever gone thing, but certainly we don’t want to waste time on that.

Janet Beckers:                  That’s just from your experience, Steve I w yeah, there are particular things that you find that people when they do this exercise that there’s a certain group of things that the clutter or if it’s easier, the opposite of like the certain things that are,

Steve Dailey:                     Oh, I’m glad you asked. So the things that become clutter are [inaudible] and I’ll give you the short list. Pretty much predictably come in the form of doing things that somebody else can do or we don’t really like to do or that we don’t really need to do just because we have this odd thing that’s wired in all of us that we’d want to be busy. Another category are things that we’ve fallen in love with that nobody else really has products, ideas right now. People even, you know I’ve found a you know, oftentimes people will have in a business, people will have employees that were around there in the beginning. They’ve fallen in love with them. They, they’ve been loyal. They, you know but they’re not, they’re not valuable. Now where the business is, that’s the top. It’s tough to let go, but look, there’s a great place for everyone and it [inaudible] if, if, if there’s no value or not agreed deal value that you’re experiencing from those people, then they feel that too.

And so they’re not really happy. And so that’s a, that’s a tough category. Another category of, of clutter is in a cat in a word, nonsense. Things that are non revenue producing, things that are not progressive, you know for example insatiable, a desire to just network, but you’re not really turning that into any sort of business or opportunity. You just love the belly bumping, the, the, the handshaking, the business card passing and the, you know, having a cuppy cup of coffee or whatever. Or wait a second, wait a second. That probably is bogging down what you might otherwise be doing. But that’s just a short list.

Janet Beckers:                  That’s a good point actually, because you mentioned about connection being one of the four things that people are looking for that your business should be able to provide for you. So, yeah, you know, as you talked about, they’re not using it strategically, so they’re looking for that connection. So maybe they need to be looking at that connection component strategically in their business

Steve Dailey:                     And listen to if, if you’re going to net on that points was literally going to network meetings because you’re craving connection I would say more productively is take your spouse out for lunch or take your breath, bring your kid to work so that they’re learning something or and, and appreciating what you’re doing or proactively target people that you want to learn from and take them out to lunch and interview them. You know, there’s some other connection opportunities that are way more powerful then just sort of shown up. Cause you said you wanted to be part of the club sort of thing.

Janet Beckers:                  Love it. That is really wise, wise advice. Thank you Steve.

Steve Dailey:                     All right. So moving on a trigger for I call it invigorates. And now we’re still in the grease, the gears stage, but this is about now invigorating bringing new energy new fire, new fuel is what I call it, into your business. So look we all got here as business owners because we created something. We invented something. We got excited about it. We had a, what I call a fist pounding moment that we knew that there was something that needed to be done. And by golly, I’m going to be the one to do it. What is now in you that needs a new fist pounding moment? What is it that you’ve learned from, you know, the seven triggers framework was that for me, it’s like, yeah, there’s got to be a formula here. I’ve helped some people get to sell, a lot of people get to seven figures, but what’s the common denominator?

What’s the thing that I can actually now serve people better with? And so, you know, I created that. So there is juice that you can add to your business by reinvigorating that that inventiveness innovation gene that you have. I started the business and also putting new, a fresh coat of paint on things. Take a look at your website. Has it been, has it gotten cert a tired? Is that, are there broken links? Mmm. Take a look at the way that you interact with the people. If you have a team how do you interact with them? Do you just kinda do an obligate Tory birthday cake when they have birthdays or D a surprise them with of, for example, of working with a client last week, I said, listen, how do you show appreciation to your, to your employee as well?

We know we’d go to lunch sometime, blah, blah, blah. And I went, Oh, you put me to sleep there? I said, how bout, how bout this? How bout you go you know, learning, you know enough about them now that you can identify a great place for them to, to do a staycation locally where in an extraordinary hotel treat them to dinner there. You suggest a shop shopping Liz for that one, for this guy, give him a, a canoe or kayak lessons. He’s an outdoor guy. You know, what can we do to really show them that you really appreciate them. And by the way, it’s not going to cost that much money. And so when I say invigorated, it’s like bringing new life, new fire into your business. Mm. I love it. I love it.

And that’s for so many things, isn’t it? It’s almost like a romance, sometimes a business, isn’t it? Oh, absolutely. Yeah. Bringing, bringing the spot back in. Yes. All right. Get, do we still got time to go through. Okay. So we’re doing well. We’re good. Okay. All right. So the fifth trigger is penetrate and now we’re moving into mesmerize your market. And I’ll I could, I could take an hour on this one, but I’ll take just a few minutes. Penetration is about creating a synergistic penetration marketplace reach strategy that involves both picking and polling people to your message. So picking is choosing people, groups, audiences that you think might be receptive to what you’re doing that you can serve them with, solve a problem and serve them with this will be direct selling. It would be a speaking, it would be strategies that you identify specifically. I know something about you that I think I can help with, but then we have to marry that with a poll strategy.

A pull strategy is when we create awareness yeah, strategically about what we’re doing, the problems that we solve and have an ongoing conversation with, with folks to bring them closer and closer and closer to what it is that we’re doing. I’ve found in my experience, Janet, that that most entrepreneurs fall business owners are really good at one or the other and rarely have a clear strategy for both of those things. So this is a really important work. We have a foundation with the other triggers, but then we absolutely need to create those strategies with, with that, and this is married with trigger five resonate our six. I’m sorry. Resonate. Okay. When we take a look at those conversations, whether they be picker, pull we absolutely have to differentiate ourselves from all the other choices out in the marketplace. And the one way to do that is to create a transformation story.

I maintain, you know, you can go to the bookstore, go to Amazon, and you can get all kinds of books of business books. One will say, I don’t care what business you’re in, you’re in the sales business. I don’t care what business you think you’re in, but you’re in the marketing business. I don’t care what it means to you, but you have to be engaged with social media. Okay? All those things might be true. But my stake is the business that all of us absolutely are in is transformation. People we serve. All right? A particular place that they’re very aware of where something is missing and they visualize a life, a business, a state where that’s Ben answered that missing piece and who they hire, who they spend money on is people that guide them through a transformation. Many businesses, this is an important trigger, critical trigger.

Because most businesses that I’ve worked with that, that weren’t getting to seven figures and figured this out made a massive leap by recognizing that they weren’t selling the end result. That’s what they thought they were selling. They were. What they really need to be selling is this, is, is positioning themselves as a guide through the transformation. I don’t care if you’re selling cars, any kind of services websites guys, you name it, you are guiding people in a transformation. If they are paying you money, you may not recognize it, but then we have to and once you do, then, then when, now we’ve got to tell a story about it talking my language because that’s a big part about

Janet Beckers:                  What we talk about hearing in my tribe is around the transformational journey. And I just love that you’ve pointed out there, that’s businesses that people may not see. Like you can get it when you’re a coach or a healer. But you’ve talked about like selling cars for example. I love that you said once you are able to really act as the guide on the transformational journey, that was the big thing that made the huge difference to the revenue in the business is that is a really, really important point for people to take home. Ah, you really super clear on you, been the guy that you take them on that journey. That’s really important. I love that Steve.

Steve Dailey:                     Everyone that you’ve spent money with and even, and look at the things you spent the most money with, I guarantee you you gave them money. You paid them money because [inaudible]

Janet Beckers:                  Saw them as that perfect guide for transformation. Yeah.

Steve Dailey:                     All right, so we’ve got authenticate, integrate, concentrate, invigorated, penetrate and resonate.

Janet Beckers:                  Oh, I do love all this iteration. This is just

Steve Dailey:                     All right. And so now we’re on is triggered number seven. This is the most important one that basically pulls it all together. As you heard me say earlier, this is where we multiply our mojo and trigger number seven is duplicate. All right, so, so what do I mean here? Most that I’ve worked with, and especially those that were, they were hitting their head on a ceiling and they couldn’t break through, have positioned themselves in their business as the sun. In other words, the business revolves around them and their significance is tied to it. Now we come by, this honestly worked our butts off, created a business. We know how it works. We know what you know, all the things, all the buttons to push. We, you know, our marketplace perhaps falls in love with this. All that’s awesome. But then we start to have this quiet voice in our head or our heart that basically says, and that’s why you’re important. That’s how you’re meaningful. This is who you were meant to be. And we buy that as though that’s the end game.

Janet Beckers:                  Oh yeah, that’s a home truth. That one.

Steve Dailey:                     Oh, that’s right. I’m going to break it to you. You’re not done. And you better not be. Because if you let go of what you think is making you feel significance and give yourself a promotion to a higher level of significance, like let’s talk about, make a difference in the world. Like really do something that your grandkids, your great grandkids, your great, great, great grandkids we’ll be talking about. By the way, do you know who your great, great grandpa and what he was known for? Unfortunately, many of us don’t.

Janet Beckers:                  No, not my great grandpa.

Steve Dailey:                     Yeah. And so what is it you’re up to while you’re taking up space on the planet here that you can graduate to now in order for you to graduate your significance once you have a glimpse of that? We have to, we have some work to do. Obviously we duplicate ourselves through other people. Had a great interview today on my podcast with a, with a guy that actually did so great at disconnecting his importance to the function of the business. It all of a sudden he woke up instead. Well, there’s nothing for me to do. And he said, so I started another business.

Yeah, exactly. And so you want to work your way out of being necessary in the business through other people to the best that you can. Another way to duplicate is to multiply the impact of your business. So if you’ve been, you know, this first company I started, as I mentioned back in the dinosaur days, you know, is serving one market. Just reflexively, I, you, nobody told me to do this, but I, once I started making it work there in Houston, Texas, I started looking at, okay, where else in the country has this unique environment with the real estate boom that was going on? I was serving a master plan communities is basically the, the essence of this. Where else is this taking place that might appreciate what I’m doing here? And I started making plans to multiply that. So you can, you know, whether it’s opening up new locations or franchising or licenses or whatever, there’s, there’s duplication there and multiplying, you know, there.

Another way to duplicate is, is to take a look at who you’re serving and what else do they need. I worked with a one of the guys that I helped get to seven figures was an attorney. He was a real estate attorney and a was really good at, at real estate law, but he started to notice that he also got gained a lot of perspective on real estate investment and so he started offering services to give advice and direction on good versus bad investments that turned into a whole new revenue stream. So there’s a lot of different things we can do. You know the idea or the message here is until we multiply ourselves, we’ll always be anchored and to the degree we multipliers cells will be free.

Janet Beckers:                  I love it there. That is really great advice and just so grounded and you know what that point that you made about once you’ve built up your business, that becomes your significance. It can become your identity.

Steve Dailey:                     Yes.

Janet Beckers:                  And to have got to that point, like go you like you’ve put in a lot of work, you’ve taken the risks, you deserve to be able to go, you know what, I rock, look what I’ve achieved. But it’s a double edged sword. Just as you said, Steve, you know, got to there. You know, that’s actually the thing that’s going to hold you back. Yeah. So it’s, and there’s a lot of people, and I know with my first business on the internet art gallery, it was hard for me to close it because I was this really fascinating, interesting Janet who had this online art gallery, such a creative person that was an identity. It was a really difficult thing to let that go. Very important to let it go. Because you know, this, I know that there are a lot of people listening that will go, oops.

Steve Dailey:                     Yeah. And so, okay. And, and, and, and this is why, you know so, so why do you need a coach? Well, we’ve mentioned several times. These things are, are good, all these triggers are great. We can probably do a certain level of do it yourself, but if you have guidance, you have four, you have accountability then all of a sudden the game changes dramatically. And we add a tremendous amount of acceleration to really getting things done. So so that’s

Janet Beckers:                  Brilliant. You have, this has been a really interesting, really interesting topic. You’re such a wise man Steve. Cause I love that for people who are listening. If you’re at, if you fit that definition that Steve gave of who he works with, that you’ve, you know, your business has been going and go you, but you know what, it’s, it’s going to stagnate. You can’t get up to that next level. Or even if you’re just starting out, I reckon today the no matter what level that you are at. Yes, I’m looking at these whole seven triggers in the beautiful way that you have talked about it and the examples you’ve given well really help you to just skip that beautiful bird’s eye view and to be able to see, you know what, maybe this is the first trigger I need to look at. Now you, Steve, you’ve got some way where people can go to be actually to be able to get a copy of all of these.

Steve Dailey:                     Yes, absolutely. Absolutely. And, and let me just say one quick thing about the last point you made. Yeah, this is a sequential, but, but I’ve wrote a little book called the three simple truths. And the first truth is something is better than nothing. And so start anywhere. If you’ve, if you’ve heard something here that kind of just smacks you in the, in the head as well, I needed start there. That’s okay. But to get this the, an interactive version of this framework, Janet if, if your listeners, viewers want to just go simply to achievement they, my company’s achievement bridge achievement you’ll see a pop right up on your screen is an invitation to download the the seven triggers here. And I’ve created an interactive framework that’s just packed with guidance for how you can not only understand these things but implement them. And of course I’m available to help you with that process if you, if you’re interested in that type of support,

Janet Beckers:                  That is brilliant. And so people can also find about the way that you can help them with that. If I go to what was it? The

Steve Dailey:                     Entrepreneur, entrepreneur excellence, entrepreneur manure, is the name of the, the community that we’re creating. It’s organized around this and other frameworks for success to as an entrepreneur go to that page. And there’s an inspiring video about halfway down that articulates our manifesto, the entrepreneur excellence manifesto. And you won’t know want to miss that, whether you, whether it’s of any interest to you to explore or not at least get a, get a taste of that video. It’ll make your day and yeah, happy for people to go there as well.

Janet Beckers:                  That is brilliant. So I really recommend everybody go and get that report because just to review over there and just like Steve said, if there’s one thing that you just said like slaps you in the face, hit driver the head, whatever it is, yeah, start there, start there. Because that’s the big focus. You know, if you’ve, one of the things that I truly, truly want for everybody that is listening here is just take one action today. You know, set yourself, right? What am I going to do and I’m going to implement it this week. And then come and let Steve know, come and contact him over there. So once you’ve, once you’ve gone and got your report, you’ll have his email address. Let him know what action you talk. Oh, I love it. One of the most rewarding things that you can do for us is to know that you’re going to go and do something with this.

Come and let me know in all the different ways that you can stop me. Come and let me know as well. And also if you’re, if you’re listening to this on iTunes, I’d really appreciate if you would leave a comment or an a rating and talk about this particular episode. What was it that Steve Daley helped with? And you know, what is it that’s been your aha that you’re going to go and take action on, commit to doing the action. It will make a huge difference if you do that from every single podcast episode one per week. That’s going to be 52 actions you’ve taken this year. Hi Jim. The difference you can make in your business. So thank you so much for your time today, Steve. You’d be absolutely brilliant. Yeah, I can see a red wine zoom coming up. Absolutely. Thanks for having me. It’s been a blast. Okay. Bye and bye everybody.

Content Marketing That Drives Sales

Content Marketing That Drives Sales

Have you ever wondered exactly what type of content marketing actually builds your business with increased sales… instead of keeping you super busy but not getting a R.O.I. on your time and money?

How do you  know if your content marketing strategy should include blog posts, videos, podcasts, Instagram, Facebook, LinkedIn, Pinterest, eBooks, physical books and more. And then  what you should be saying in your content anyway?

To get the real answer, the best thing to do is go behind the scenes with someone who runs an agency that creates and publishes content every single day for multiple businesses across multiple industries, and knows from behind the scenes exactly what works (and what doesn’t).

That’s what we’re doing today.

Alexi Neocleous owns, a company that does exactly that.

If you’ve ever sat in front of your computer, thinking “I need to do a blog post / newsletter / video and I have no idea what to talk about”, then you are going to love today’s masterclass style podcast episode.

You’ll learn how to strategically plan your content marketing calendar and know the essentials to create content that actually results in sales.

And as a bonus, I’ve created a free downloadable flow chart checklist for you called “The 3 step flow chart to create a content marketing strategy that drives sales”.

Here’s what you’ll discover today:

  • Some great advice on how to create a business that frees you up to travel without worrying about coming back to a disaster.
  • The difference between content marketing (which can results in years to get real financial results) and content hacking – where Alexi can see results in just a few months.
  • The three part framework essential for Content Hacking that is common to every one of Alexi’s top clients that get sales results from their content marketing is super fast time.
  • Why you absolutely MUST start with a sales funnel that you know converts before you invest in content hacking strategies.
  • Amplification strategies to increase your content visibility (paid and unpaid)
  • Why only spending money on Facebook ads that go directly to your funnel will limit your growth and what to do instead.
  • How content marketing reduces your paid advertising costs and dramatically increases the conversion of sales made on the phone (up to 6 times higher conversion!)
  • Why Alexi refuses to continue a sales conversation until the potential client has consumed his content – and why you may want to do this in your business too.
  • Alexi’s super easy way to create a regular podcast using the app on his phone that is perfect if you are short on time and support.
  • Content marketing for email – and how to use the 9 word email strategy to make sales without seeming to sell.

Plus Alexi gives great advice on action you can take this week to get started if you are a one-person-band or a more established business. You can also grab his book Content Hacking, for free (instead of $17.95 on Amazon).

You can also contact him personally at [email protected] if you need any help at all.

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.

Click the image below to download the BONUS worksheet!

Alexi’s Bio

Alexi Neocleous is one of the leading direct response freelance copywriters in Australia. Having worked with business owners large and small, he’s known as a copywriter who gets fast results for his clients.

Alexi’s sales copy even got the attention of one of the world’s richest men, Warren Buffett. Mr. Buffett received one of Alexi’s sales letters and invited him to be a guest at his company’s annual general meeting in Omaha, Nebraska.

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.


I’m honoured and  grateful for your support.

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Read The Transcript Here

Janet Beckers:                  Hello everybody. Janet Beckers here and we’re on Romance Your Tribe Radio and I have a really special guest for you today? Because Alexi, last name unpronounceable. How do we say it Alexi?

Alexi Neocleous:              Neocleous. Now you know exactly how to say it.

Janet Beckers:                  Now I’ve got to know Aexi, a little bit over the years, and I’ll tell you what I saw him present at James Schramko’s event at the beginning of the year. And you got actually the most popular speaker, didn’t you? Voted the most valued and this is an audience of people who are all very, very established in business and so takes a bit to impress, I think, the audience, because man this guy just knows his stuff. So I’m so excited to have him here with us today because we’re going to be talking about content, content marketing, managing your content, doing a content plan, what kind of outcomes you can expect from using content as part of your tribe building and leadership positioning.

So the thing that I’m really excited about today, is this is what Alexi does all day, every day. He has a really successful business full of writers and project managers and editors that this is what they do day in, day out. So they know behind the scenes what works. So there’s none of this kind of stuff of well, you know, everybody’s been saying that videos work or blogs work or whatever. We’re actually talking to the man. He’s actually seen what works behind the scenes and that’s what I really, really love to be able to bring you as I get ready to take notes. And so before we get started, Alexi, tell us a little bit about you, about who you serve and how you do it.

Alexi Neocleous:              Okay. So quick background for most of my career I was a direct response copywriter. I’m where I’m arbitraging the sort of phase that, you know you, you know, I dragged about my first initial day. They are 25, 50 grand, a hundred grand at a time type thing. And that was most of my career and that about two and a half years ago, no, actually about three years ago we got the ID for our current business. Worked on the model for about six months and then kicked off the business about two and a half years ago, which is a couple, it’s called three B. It’s a content or I call it content hacking agency. I’ll find more of that in a moment. But what I was able to do, it turns out two and a half years ago, it was a guess. What I’ve been able to do is teach the writing team how to think as copywriters.

So a lot of our content, that was great content it also has all the necessary hooks and bells and whistles in the headlines and the themes that I had to do when I was writing copy to generate ROI off paid ad campaigns. And so our headlines and our themes tend to be quite a lot stronger than most content writers and, and stuff out there because of my prior training that I brought into the team, train them, develop a process, have all the feedback loops when we file catch up before it gets too far down the line. And so the end result is you’re a content that cuts through content that generates leads and content that side ultimately generate styles.

Janet Beckers:                  I love it. And that’s, that’s the big focus here. A lot of times people will be putting out the content but they’re not doing it strategically. They just going, well you know, I’ve got to do a blog post or I’ll just think of something. And I like your very, very strategic approach to choosing the topics, knowing what content works and then making sure like as you said, it’s leads and styles because you know, ultimately you’re doing this as a way of growing a business. So and you were just telling me that that you’ve just had six weeks traveling in Europe and your team, such a Willow machines now that that it went well.

Alexi Neocleous:              Yeah. So part of the reason for the trip was to pressure test the company cause we’ve got to, we’ve gotta stage now with our company where I’ve got a head of content, I’ve gotten our operations manager, we’ve got the supervisors, we’ve got a big part of the organizational chart sort of put together. And I disappeared for three or four days at a time before noodle fishing lines in the water to see what would happen. And remarkably things were good. And I flipped it. I said to my wife, there should be a good test. Let’s go for six weeks and largely disappear on the team. Don’t reply to emails, don’t show up to meetings. Let’s say March bill. How much blood ends up in the streets so to speak. For the most part they did better than when I’m around, which to whether to be proud of them or to my heads.

I think it’s a good thing mostly for sure. But we did have some, some issues purely and 100% coming about because of stuff that I was doing that we didn’t identify in our process since then, that’s all been plugged. So yeah, so it’s turned out to be a, a good thing. And given this is a hard business to run, it’s, it’s content is difficult. Like we do about a million words a month in article content produced thousands of emails. We do thousands of videos, would you say? Thousands of quite cons. So we have a multidisciplinary company. He designed as a different from riders. Rod is a different from short project coordinators, different disciplines, different personalities to pull that together and, and, and you know, the, the Will’s not to come off the cart, so to speak. Okay. It’s a cool thing. But having said that, I’ve got great people, as I said to you before, went on the recording. In many ways they’re smarter than me. Okay.

Janet Beckers:                  For the most part. Sorry. Isn’t that the classic thing that people always say, you know, build a team that’s smarter than you and you want the business to run better in a way. It’s like the Holy grail. So, you know, I just really, I just want to congratulate you on that because you know, the nice part there is like you were talking about, you know, with the content management, you know, the content creation, all of these different sort of [inaudible] expertise that’s needed. And we’ll talk about that when it comes to if your, you’ve got your own business about what you do there. But the other part that comes with that, so like a million words of, you know, that you’re writing of articles, that’s a lot. It’s also you’ve got lots of different clients in lots of different nations. Yeah. They have lots of different personalities that to run really smoothly and that broad cross section of people to be really satisfied with that you have to be on there is that is huge. That’s brilliant.

Alexi Neocleous:              Yeah. The, it’s not easy. It is genuinely hard. You know but again, like I said to you off the recording, we have a rule that we learnt from [inaudible], from our good mate James Franco, the person that does the work contract the work. And so if you want assistance, if you want a business that runs without you, there’s a lesson that every business can learn from you needs you need like if you’re married to know quite a complex Venn diagram, all the circles intersecting, you really want multiple checks. You want trip wires. So when something breaks, you’re alerted and the right people are alerted, then you want a system in play. So that identifying why did that happen, let’s fix it. And then when you’re working on fixing it, you want to test if the solution is working. So you need other tripwires and feedback loops to monitor the new idea.

And let’s see, this is how we’ve gotten here. We’ve, we’ve, we’ve essentially gotten from and idea in my brain literally because I’d never seen anyone else, anyone else do what we do and idea on my brain and then literally try something and it’s like, imagine a flow chart. Did it work? Yes. We’ll know if it work. Do more of the same, did it not work? Get a file, do something different. Literally every essay, every part of our SOP, our standard operating system has been built on a flow chart like that. So you can imagine how many mistakes we’ve made.

Janet Beckers:                  Yeah. Yeah. And you know what, that’s, that’s why when I said right at the very beginning that why I’m so grateful to have you here today to help people who are listening is they’re actually going to see, well this is what you need to do because I have made, we’ve tested what works and what doesn’t work and we’ve worked out what sort of double check. So even that is what you’ve just said there. So for people who are putting their own content strategy together, and we’re going to talk in a minute about what that is. That, that one thing that you said there is you need to put the person who created it doesn’t fit, isn’t the person who checked it is a really, it’s a good one just there for when you’re working at how you’re going to automate lots of things happening in your business. So let’s dive in now. First of all, there’s going to be people who are listening here today that don’t, they’re not really clear on what is content marketing or content hacking as you call it. So would you mind just defining that for me first?

Alexi Neocleous:              Yeah. So content marketing, first up is the activity of producing lots of content, whether it’s articles, emails, videos, infographics, a Stouffer’s, not sales driven. You could say its purpose is to render value, value, value to the audience so that certain outcomes can take place. You might get more traffic, you might our build authority, you might build a profile. The leads that come through from people that engage with the content, they usually higher quality leads that make it easier for the sales team to convert a community. If you’re wanting to keep your clients to stick with you, content is a perfect tool for that because you’re wanting to always demonstrating your excellence and your expertise. So content marketing is in its full landscape. Probably everything that I’ve defined just there. But there’s one big downside. Content marketing can take forever to work. It can take forever unless you’ve got a big email list or you’ve got lots of traffic to your website or a big social following.

Content marketing on its own usually means put the content out there, do great content, and then sit back and wait for a critical best to take place. I’m not the most patient guy. You’ve probably gleaned how fast I talk and you know, a plus type personality. So what I did was I looked at all the content, all the clients that kill it with us from the get go. Really, really get like results within a month or two, not six months, not a year, not 18 months, and they all have the same DNA, the same profile, the same thing and it’s two things. It’s amazing content that’s us. That combined with funnels, I would get an opt in for an email, we send them to a sales page, whatever it may be. That is then amplified content that is boosted content that is amplified, whether it’s Lucy content on Facebook, whether it’s seeking back links for SEO, whether it’s broadcasting to your email list. Content that is combined with funnels and amplified is what I defined as the content hacking framework. And how’d your percent come about? By me identifying which clients crush it quick, which one’s flounder and the ones that crush it quick. 100% of them have the three part framework.

Janet Beckers:                  Oh, I love it. I mean that there is just gold because if we think in terms of the content, which is what most people do, they’ll go, Oh, I’ve done a blog post or I’ve put something on social media or Hey I’ve got a podcast or I put the a video out there and then they’re getting frustrated because they’re not getting the results and it can feel like, why on earth am I even doing this? Nothing’s coming from it. So taken from what Alexi said is, okay, you’ve got that content out there. Have you got those other pieces? There’s no use amplifying like running Facebook ads and at that you content if you haven’t got some way of getting them onto your mailing list and converting like that funnel. So, which is, which would you, would you do the funnel first? Would you say to people start with the funnel or start with the content?

Alexi Neocleous:              Yeah, so when we get clients, potential clients acquire we have a scorecard that we run them through and part of the scorecard is identifying if they have a funnel or not. I, unless they are VC backed like big money back. We might even take on a client that doesn’t have a funnel. What happens in two or three months down the line we get the inevitable email or the inevitable Facebook chat message to me, usually Alexi, this has taken too long. Why? And at least it’s my fault because we accepted a client that I knew will take longer to get results cause I don’t have a funnel that don’t have traffic if don’t necessarily have the money to plunk down spend, you know, a grand two grand, three grand a month, whatever it may be to get this stuff done. And it’s my, I have a fiduciary responsibility you could say at being honest with potential clients from the beginning.

And one of the things that I say easy, you need a funnel before you really work with us or job number one is we do your lead magnet or we do your book, get the content done. But I’ll connect you with the tech, get the funnel sorted. Here are some templates that work well. Here are two Facebook agency that I referred to. We have to speak to them. You need that stuff set up as job number one. Otherwise insurance, three months you will pay me and you will say you’re not happy because results are not happening fast enough.

Janet Beckers:                  That is brilliant, brilliant, brilliant advice. So start with your funnel. Make sure you’ve got, that’s working, list-building and something to sell. Then you’ve got your content and if you then amplify it, you can get results in a month or two rather than six or 12 months. And that people, you know, if they’re in that position where they’ve already getting consistent sales, they can come to you and know that you can be help them to set all that up. Wow, that’s brilliant.

Alexi Neocleous:              This is the game. I mean this, this is, this is the game. Unless they’ve VC funded and they’ve got lots of money in the kitty and these insane growth targets where they can’t afford to procrastinate, we’ll take those guys on. But for the most part, yeah, you funnel some traffic. So my midterm is what we need to really start to get results. Don’t just ask, but any content that you may produce, you may these elements in play.

Janet Beckers:                  To be honest, I love it. You know, that is just so incredibly honest because people will pay, I know that there are people out there getting confused because they’re hearing about content marketing but they haven’t got the infrastructure, they haven’t got everything else in place. And that’s where you start. That’s where you lose, you know, why am I bothering to do this? So that is a brilliant, so you talked about getting results and you know, in a shorter time, once you’ve got your funnel set up, so what does that look like? Can you share with us some ideas of like what does, does this work rather than just say running ads straight to your opt in and not doing any content.

Alexi Neocleous:              Yeah. So yeah. Well you can, you can look his thing. Go back a step. That’s actually a good point. You can run ads straight through to a lead page and never do content. You can’t do that. You’re going to be on borrowed time though. Okay. You’ll be on borrowed time because all the platforms they building, they built their platforms on needing content. You get rewarded. So put it another way. If you’ve got ads, two funnels that are working well, you absolutely get rewarded by supporting that with content. You can build out audiences that you then re target with your conversion ads and your cost per opt in, your cost per sale will absolutely plummet it. So I’m not saying you need content 100% of the time. I’m saying you’d be crazy to just do conversion ads and not support that with content because email lists, I don’t know about you, but I’m sick of getting promotional stuff, left, right and center from people.

Be good to get some actual good contents. I’ll email you. Will absolutely find your email list will die very, very quick if you don’t finish up content. So how that looks is one of our clients, Taki Moore, who I know, you know, he’s he’s one of our clients and we do a lot of his clients, black belt members content. We do four emails a week for talking or content, more content, but every 21 days he loves out what’s called a nine word email, which where he’s fishing for anyone who’s ready to have a conversation about potentially buying those nine word emails would not be possible without us doing regular content four days a week T’s list.

Janet Beckers:                  Okay, excellent. And actually our no, cause I’m on your mailing list and you know like everybody else, I wanted gazillion and using that something daily, which for most people would get them an unsubscribe. But I look at all of them because they’re all thought provoking. They’re all contents and yeah, I’ll look at you. What kind of practice you’re doing exactly what you do with your clients. So what you do with talking, cause I think, Oh we’re ready for mine. Weren’t any minutes any, any day. Now

Alexi Neocleous:              Every trade, every 21 days is when mine go out. Yeah.

Janet Beckers:                  And why is the nine word email and for people who are curious about that, I’ll put a link over. I think you’ve got an article on your site or something. I’ll put an article on the podcast page for what the nine word email is of my clients do that as well.

Alexi Neocleous:              I talk about apes. Sorry. Yeah, I love them. They’re very, very, very effective. So I’m talking about performance for content. Go back again. So Facebook ads for example, you can do conversion ads, I.E. Add through to a landing page or ad through to the sales page. No problem. But I’ll tell you something, if you can warm up your audience with some good content that they’ve seen in advance and then you love the pitch. Okay. I mean, you know, your cost per opt in, your cost per lead, your cost per sale will almost always plummet, right? The numbers get better because you’ve started to build a bit of a brand with those people that have engaged with your content. So let me show you something. The season, this is really powerful, right? Just one sec, let me do a share screen.

Janet Beckers:                  So if you’re listening to this on iTunes, come over to the podcast page where we’ve got the video. And yeah, cause Alexia’s got a good slide here. Thanks. Alexie.

Alexi Neocleous:              Okay, so these stats will actually explain it better than anybody if we’re talking about results and so forth and content. So according to demand metric, content marketing costs 62% less than traditional marketing and generates about three times as many leads. So traditional marketing, you know, TV, radio, old school type stuff that I made my bones on. Yup. Oops, excellent. According to Aberdeen, now this one’s huge. If you’ve got a sales team or if you don’t like sales and you feel it’s a bit icky, this is a huge reason to do content. Your conversion rate will sky rocket because you’re having warm conversation. Conversion rates, I’m nearly six times higher for content marketing adopters than non adopters,

Janet Beckers:                  Right? So it basically comes down to, well, the time that they’ve decided they’re going to get on the phone with you, they already feel like they trust you and then they’re more likely to buy it.

Alexi Neocleous:              It’s a no brainer. When you start to experience this, and this is all we experienced with our company, you cannot go back to dealing with cold leads or even Luke warm leads. You can’t do it. You get spoiled. Okay. It’s just a wonderful way to do sales, frankly.

Janet Beckers:                  Yeah.

Alexi Neocleous:              From a traffic viewpoint, according to HubSpot companies, they did 16 plus blog posts per month, got three and a half, almost three and a half times as much traffic. The company’s a deeds zero to four. I am not saying to do 16 plus, right. Message you want to get across here is, there’s a quantity component with content. The more you do, you tend to get better results. Okay. There’s just a quantity component there that doesn’t speak to quality. Just a, just know the more you do, you tend to get better results.

Janet Beckers:                  Okay. Excellent.

Alexi Neocleous:              And this one’s interesting. Especially for big ticket. If you’re selling a 20 buck, you know, sort of pillow or whatever, maybe not so true. Like you’re selling multi-thousand luck. We’ve got a client that sells a million dollar product.

Janet Beckers:                  Wow.

Alexi Neocleous:              Okay. So, you know, this is absolutely true. So what, what according to demand gen 47% of buyers viewed three to five pieces of content before engaging with a sales rep and traditional market advertising methods no longer work as well as they used to. So this is similar to what I mentioned Becky, with the conversion rate being almost six times higher.

Janet Beckers:                  Yeah. And then the last part is it doesn’t, it doesn’t have to be up to chance that they happened to see that content. I mean, you’re in charge of this because you’ve got your paid advertising because you’re getting them onto your funnel and then you’re directing them, you know, through email or what, or retargeting to see another piece of content like… You can direct this whole thing. You’re in charge baby. They go and have a good look on your blog.

Alexi Neocleous:              Here’s the thing, I can go one better, just before our talk today I was speaking to an accounting firm that was referred by an existing clients and they do 15 million a year. I’m a perfect fit for us. But one problem. They don’t know anything about us. They haven’t seen any of our content. They haven’t read my book, haven’t watched the videos. So I put the brakes right then and there it and said next steps. I’m in no rush to do business with you. Next steps, you must view some of my content on LinkedIn. You must look at the book, you need to see some of the emails. And until you do that, it doesn’t make any sense for us to actually do your business and the reason for that is: clients that engage with that content. I love what we do, are the clients that get the best results for and have the best relationship with.

Janet Beckers:                  Excellent! Okay.

Alexi Neocleous:              So you know our services range from… Our base pack right now is 1397 USD, 1,397 USD per month and it goes up from there. So call that 2000 Aussie, 25 grand a year. So you know, it’s, it’s, it’s not small money. Right? And we need clients to stick, they need to be sold that we are the right option for them. And when I say sold, I don’t mean it as the four letter word. I mean they need to convince themselves. And this is where the content is preeminent and this is where the content is the pinnacle of how to sell people. You have great content. People will sell themselves on you. You don’t need to be the hard charged sales person. In fact, I did the opposite of hard charged sales personally with that company.

Janet Beckers:                  I know, I love it. Talk about that. That is perfect. When you go, Oh, I know that content marketing works so well. I’m on a sales call and I’m telling them to get off it, watch the content because they will convert so much better. That’s pretty powerful proof that you know that you’re going to get a much, not even just probably a high conversion, but they’re going to stick stick stick as well. That’s the other part for us. That’s a really good point. Really good point. I love it. And so, so the in, so in summary, what we’ve had so far like from the stats that Alexis shared like this works, and importantly it’s around how content management increases your sales, increases your leads. Really that’s what you’re looking for. That’s the reason. Now you talked about having a funnel. Absolutely. Number one. Then you’ve talked about the content that you need to be having a content and then the next thing is amplifying, and I love how you talked about, that’s when you know you can be getting them to see, you know, amplify, sending them advertising to see your content and then get them for the sale.

Now if you’ve got people who they might be like a one person band at the moment or they may be them and they might have a virtual assistant or a couple of virtual assistants or somebody else on their team, they may not be ready yet to go and outsource everything. A company like yours that works with the companies that are going to get that return, where are the, where would they start? Like what would be a really sensible content hacking plan that’s going to maximize their chance of getting results faster rather than…

Alexi Neocleous:              Yeah, let me answer that before I do. Let me tell you one quick story around content marketing success because it’s a big one and it’s like hot off the press. So I was gone for six weeks. Obviously he’s eating way too much pasta and bratwurst and drinking too much BU and I actually put on white and in that time I didn’t expect to certain clients, young couple who started a new business a year ago. I was smart enough to get us to do the content from the beginning. Right? Even though I said, you guys are too young, you guys are this, you guys are that are said, no, we’re still want you with budgeting cycle. I’ve gone for six weeks. They’d been with us now for 10 months. I come back and a critical mass hit for them while I was gone. Guys, how are we going? And by the way, the partner, the female in her twenties still, I’ve had the biggest month, they brought in about 200 grand in cash for the month.

Janet Beckers:                  Wow.

Alexi Neocleous:              And that had they content machine running, they’d been amplifying. They’d been do using funnels, content hacking framework. Check this out. They’re already in the industry where they normally were. Convention is to get paid two, three, four months down the track. Okay. Just the nature of every industry. But because like itself, because they’ve got content meaningless, taking to the leads of people that trust them, I’ve seen them material know them. I thought let’s screw this. Why don’t we ask for all 15 grand upfront before we take a step? Well, let’s see what happens. Right. Here’s what happens. They conversion rate barely dropped off and they’re converting at 40% also. But now they’re getting all the money in the door. At the beginning. They liked the only people in the industry, they’re able to pull this off.

Janet Beckers:                  Wow. That is fantastic. So because that is important because there’s always going to be a percentage of people that yeah. And you know, you can be in charge of your own cashflow if you’ve got the lump sum to start with. That is a great story. And go them.

Alexi Neocleous:              The female partner is still in her twenties.

Janet Beckers:                  Is what, sorry? It’s still in 20s. I love it. I love [inaudible]. Yeah.

Alexi Neocleous:              Alright, let’s ask you a question here. So let me show you how I do it because I’m the laziest human that’s ever walk this earth. Let me show you. So you’ll see let’s have a look at the camera that you’ll see. The rev, the blue app right there. Yep. Rev.Com so to answer your question, the easiest way to get started with your own content machine is dual podcasts. That’s the easiest. Nothing’s easy up, right? The way I do it, Tuesday mornings, Thursday mornings, I’ve done a bond and I’ll usually use my time in the car. They’re all backwards, like a 15 minute drive or on the beach I will have an ID for a podcast and all I do is the following. It’s this simple. I click on that app and you said the word record? Yeah. I press record and start yapping for about 10 to 15 minutes.

Then I press save and that goes straight into the platform to get transcribed. Then. All right, say it again until the emails or the show notes are written and I just glance at a soccer’s on it right then I just look at them cause I don’t have my name in between the in between me pressing save and me seeing all the collateral, my VA that runs our three, the content machine organizes the transcript asides to the writers for the show notes, aside from the writers for the emails aside to the graphic design team to turn audio into video, uploads it to the podcast app, upload state Libsyn, gets all this machinery done and my time is 12 minutes to record it, maybe five minutes to glance at the show notes and the emails and everything. So if you are bottleneck or you don’t know how to start the easiest is podcasts in the way that I’m suggesting.

Janet Beckers:                  That’s brilliant.

Alexi Neocleous:              And look, I have a machine here behind me so I have all these other elements going on cause I have the machine. Worst case you could have one writer that writes you a couple of emails. I have one writer that could pull down quotes from the podcast. That’s very easy to do and you can have a transcription service like [inaudible] out of transcripts to your podcast and you will start to have I content machine up and running. You don’t have to do all the other bells and whistles. I do. You can do another version of that.

Janet Beckers:                  I love it. And you know what the thing I love that you’ve talked about there cause I, I always use video for podcasts cause I like I just like I’m used to using video but there are more moving pieces on. I do any of that stuff. I have my virtual assistant that follows our procedure and like you, they just do it all. I don’t have to do it. But from what you’ve talked about, we just using audio and actually having the audio that’s on the, which is what we use for our transcripts. You know, you’ve already got an extra step that’s out of there. That’s brilliant cause it’s just audio. It’s going to go on audio on iTunes anyway. Yeah, that’s really good.

Alexi Neocleous:              Yeah. So I, I do tons of video already. So the right you’re doing is the even more leveraged way to do it because you get the videos, video cuts are ready to go. I’m wanting it to be quick and easy for me to do it. And my trick is the beach in Bondai. So, and we have SOP standard operating procedure to turn audio into video anyway. Right. We still get the video anyhow. So I, but for me, I wanted the easiest, quickest, most pain-free for me to do two podcasts a week for me. That’s the easiest that I found. Yeah.

Janet Beckers:                  Yeah. I just love it. And you know what, that’s, I bet for a lot of people listening here that is going to be the thing that’s gone. I can do that. And you know, even if you don’t have somebody that can do the writing and stuff for you, once you’ve got the podcast, you know, you might decide I’m just going to write a couple of nights or something. You know, you don’t have to write the whole big blog post cause you’ve got the audio that’s there. I love it. So I really liked that you said go with podcasting cause it’s my favorite medium. And this is not even doing interviews with other people. It’s just sharing your brilliance.

Alexi Neocleous:              Look, here’s the thing. I know my subject cold and I don’t do any planning with the podcasts. I have an ID like at eight Oh five and I’m recording by eight Oh eight. Oh I love it. I love it. Could do interviews, I could do with many other things. We do a lot of things, admittedly other things. For now this suits me beautifully to a week minimum. I can take this anywhere. And I traveled with in the kitchen. I traveled with a road mic, a little thing that attaches to the bottom lapel here, cost me 80 bucks. That’s always in my bum bag, which is always with my phone. And you know, I’m in Rome. I mean I’m in Berlin, I’m in, I just, I mean an airport doesn’t make a difference. I find a quiet corner, get the Mike on to the podcast, upload it. And you know, I don’t have to worry that the whole setup and the beautiful lights and of done.

Janet Beckers:                  Yeah, I love it. That is, I mean, that is brilliant. So now we’ve said it for that last one for you. You’ve got your must last excuse fights. Okay. So when it comes to doing some sort of content creation, just using that awesome. And then you can take all the little bits out of it and get all your quotes and use that. So we’ve got to the end of our time. What I’m gonna do for everybody that’s here, I’m gonna, I’m going to have a downloadable for you that’s going to go over you know, just mentioning those, the three things, you know, that the the funnel, the content and the amplification. And I’ll also have a bit of a checklist there for you so you can work out your own content marketing plan, your absolute minimum one. So I’ll have that there for you as a downloadable. And so Alexi, Phoebe, where do we, where do we go to be able to get some, some more of a Lexi?

Alexi Neocleous:              So I’ll give you, I’ll give everybody that’s listening to the podcast a little gifty. So I’ve got my book content hacking. You could buy it on Amazon for 1795 or you can buy it, you can get it for free here.

Janet Beckers:                  All right, which one?

Alexi Neocleous:              Which one? So just go to that URL there,, and you’ll get to downloads, you’ll have to opt in unfortunately, but that’s life, but you’ve got a free copy of the book. So there’s that. And next thing it’s my actual personal email. The good thing about getting the company where I’m at now is all of the team communications go over Slack and Basecamp. And so I don’t have any operational stuff going into my inbox, so I could do stuff like this where I can actually give publicly my personal email and not let it get out of hand. So if you need any help, you have any questions, anything at all, it’s [email protected]

Janet Beckers:                  That is really, really generous. And everybody come over onto the podcast page. All we’ll have all the links there for you and Alexis’ address. And that book is awesome. And that checklist that you talked about at the beginning. Yeah, that’s all in the book. It’s really, really powerful. It’s gonna make you realize what’s possible. Which is really, really exciting. I’m so grateful for your time. You’ve been really, really generous. Alexi made sure when he said it’s unfortunate that you have to get on his list. It’s actually really fortunate because you get to see him put into action exactly what he’s talking about.

Alexi Neocleous:              But it sounds too self serving. You’re right, you’re going to see, you’re going to say me, get my own cooking. You’re going to see lots of content come out and say my best stuff. It’s unfiltered. I’ve no reason to hide a single thing because we monetize through service. I didn’t have any, I don’t have any reason to hot air, best stuff.

Janet Beckers:                  Yeah. Good point. Yeah, no, absolutely. So go and absolutely don’t get that solid, but the links there, on the podcast page. Thank you so much for your time, Alexi, You’re an absolute legend and I know we’ve only just touched a fraction of what you can learn from Alexis and make sure you go over there and connect with him. And and please let us know what action you’ve taken from today because that is one of the biggest gifts that you can give both of us. What, what’s an aha that you got out of today and what’s an action you’ve taken? Come and finally, Alexi, where he is, come and stalk me. Let me know. Cause that’s one of the best feedbacks that we can get. Ok, go out there folks and take some action. See ya!

Congruency in Business. Why Guy Lawrence Walked Away From a Multi-Million Dollar Business.

Congruency in Business. Why Guy Lawrence Walked Away From a Multi-Million Dollar Business.

I’m super excited to introduce you to my guest today. I first  heard Guy Lawrence when he was interviewed by a mutual friend, James Schramko on his Super Fast Business Podcast. My immediate reaction was “This guy is so cool. He  talks my language and can’t believe we don’t know each other”. I know his story and his teachings would really help you too so I’m so pleased he said “yes” to my invitation to share his story with you and I.

Guy Lawrence is a coach, speaker, wellness advocate and entrepreneur.  After co-founding a successful business in 2010; 180 Nutrition and exploring all facets of health, in 2018 he stepped down to follow his true passion, and created a deeply personal project centered around meditation.

In today’s podcast we explore WHY Guy walked away from a multi-million dollar business to follow his passion and dive deeper into the importance of congruency in business and how he approached building a brand new business. Plus we have some very cool discussions on the physical changes that happen to the body of us stressed-out entrepreneurs (and what entrepreneur doesn’t have stress?) that creates a chemical addiction to stress and steps and tools you can use now to reverse the physical changes and instead become addicted to happiness.

Plus Guy shares a gift of his daily mediation and the step-by-step morning routine he used to reverse the physiological changes stress had made to his body. 

I downloaded Guy’s meditation and bonuses. The mediation was really quite powerful and I used it about 3 or 4 times per week for a month. I could really feel a difference and one bonus of this is I have now integrated meditation back into my daily routine. That’s something I did when I was curing myself of a chronic auto-immune disease (a story for another day) and for the life of me, I don’t know why I got out of the habit? After all, meditation is the reason I run and do endurance challenges instead of walking with a walking stick!

This stuff works!

Here’s what you’ll discover today:

  • How and why Guy launched his first business online in the natural supplements for the fitness industry and how it rapidly grew to multi-million dollar turnover in a very short time.
  • How a podcast was integral to the growth of his business…and then how the guests he interviewed expanded his approach to his industry and ultimately led to him leaving his business.
  • Why Guy walked away from an exceptionally successful business
  • How to know if you have changed personally to the point remaining in your business is incongruent, and what Guy did at that point.
  • Both Guy and Janet share how incongruency can energetically sabotage your business, even if you change nothing about the way you run your business and the grief both Guy and Janet felt when finally accepting each needed to leave their current businesses
  • What Guy did when his first speaking opportunity was a disaster by anyone’s standards and then went on to deliver 34 presentations in 12 months – and the mindset behind that.
  • The business tests that didn’t work and then what ultimately worked that launched a successful membership program and then Guy’s ultimate goals of delivering transformational retreats.
  • The concept of “upgrading the hardware system in your body”
  • We talked about the chemical and physiological changes that happen in your body and brain when you operate under stress (and hello, what business owner doesn’t?) that actually causes a chemical addiction to stress!
  • The chemical addictions our body has to stress then causes us to continually self-sabotage and how to retrain your body to get addicted to happiness.
  • The 7 minute meditation you can use daily to reduce your body’s addiction to stress and detox your body’s stress cravings and retrain your body to get addicted to happiness instead.

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.

Guy’s Bio

Guy Lawrence is a coach, speaker, wellness advocate and entrepreneur. He is the founder of Let It In. A program designed to help people bridge the gap between the life they live and the life they truly want to live, using meditation and the language of neuroscience.

This is facilitated via live workshops, retreats and the online Let it In Academy membership-based community program. He also supports people via his podcast called ‘The Guy Lawrence Podcast’. These include conversations with pioneering experts that go well beyond conventional health, wealth and wisdom to inspire change in our lives.

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.


I’m honoured and  grateful for your support.

If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!

Read The Transcript Here

Janet Beckers:                  Hello everybody. Janet Beckers here. I am very excited to introduce you to my guest today, Guy Lawrence. Good day Guy!

Guy Lawrence:                 Hello? How are ya?

Janet Beckers:                  Really good! Guy and I have literally known of each other for one day. And and I don’t know when I just sort of, it’d be I became aware of Guy and then I went and listened to a recording of a podcast that he’d done with a mutual friend of ours, James Schramko. And I looked at his website and I thought, Whoa, this guy, like why don’t we know each other? So yeah, so inviting Guy to be my guest. He was really two parts. You know, there was the really selfish part. Here’s a really cool guy who talks my language and I really want to get to know him. And also, wow, he’s got an awesome story that is really going to help a lot of people because not only will you be able to relate to the journey that he’s just been recently on, but also he’s got some really great strategies that’s going to be able to help you with the whole congruency mindset, like totally being you in your brand. So I am really looking forward to these two parts of today. So to get started, guy, let’s just dive straight in and just, if you can just tell us like who is it that you serve and how do you do it? Like what do you do?

Guy Lawrence:                 Firstly, thank you for the kind words. That are awesome introduction. I really appreciate it. Look, it’s lovely to be here. Ah, what do I do? I actually help people demystify meditation from a neuroscience perspective to create transformation from the inside out. That’s probably the simplest way I could say it. So we come from a state and a way of being and that way of being becomes more congruent in our lives over time. And I also teach people how to, to literally upgrade their, their hardware system within the body. So it’s almost like taking windows version 2.0 to windows 2020 or something like that you could say. Yeah. Yeah. And that effect, within actually alter a lot of hormonal and chemical responses within the body that we have kind of become depend upon all the time. And that becomes our familiarity. So if you’re willing to start to look at this and start thinking about it from that place, you can then start to operate and start to feel emotionally and see things differently in, it starts to change your perception.

Janet Beckers:                  Oh wow, this is really interesting. And yeah, this is Janet’s happy place. Everybody, when you’ve got some serious kind of, well, I mean meditation is not, we will, I mean it’s, you know, when you’ve got some really serious stuff that allows you to just really tap those parts of your brain that you don’t normally have access to and then have those things that sometimes it’s hard to visualize them because they are in your, in your imagination. And then to have the science beside it, like that is my, you know, that makes me happy. I love that combo. I’m kind of like a, we were scientists, so we’re gonna, we’re gonna really have some fun and we’re gonna sort of divide this this interview into two parts. So in the second part, we’re going to dive in further to what you’ve just been talking about Guy around this whole switching the hardware. I love that analogy and some really practical strategies from that lovely science meets woo-woo. And so we’re gonna dive into that in the second part to really help you in your business. And you’ll see in this first part here, like why it’s so important because the thing that I really loved about your story guy is you already have an exceptionally successful business, which you chose to walk away from in order to start something new. So would you mind sharing your story there about what happened and we’ll dive into not only why you did it, but we’ll start then talking about how, like what did you do?

Guy Lawrence:                 Sure, yeah, and you know, it was it was one of the hardest decisions I’ve ever had to make my entire life without a shadow of a doubt. And to fill people in. I was in a partnership with a company called 180 nutrition and 180 nutrition. We essentially started in 2010 and we were a natural supplement company. So we actually sold like a whole food protein to the fitness market. And it was really interesting what you said earlier about science meets woo-woo, where you’ve got like this divide. We got scientists over here and you’ve got the woo-woo over there. And as far as I’m concerned, both camps have really valid things that we can bring together. Well, back in the fitness days, so when I’m a fitness trainer, back then we had the hardcore fitness junkies that would buy protein shakes and I’d muscle man or bikini bodies or weight loss this and get ripped that and all, you know, all these crazy words with crazy chemicals and crazy things.

And I was actually working people with cancer at the time, helping them rehabilitate with weight training programs, helps strengthen them, right? So we couldn’t give them these products. And I’m thinking, if this is the fitness and health industry, what the hell is going on? And then on the other side, you had the complete hippie dippy, almost Byron Bay green powder, live up in the Hills, eat your plants. And, and there was like these really polarizing things going on. And my, my thing was, well, they both have valid things that are good. Why can’t we stop bringing this together? And Lord and behold, I came up with an idea of bringing out a natural protein product to the fitness industry. And that’s what we did, right? But interestingly, at the time, China, I was, I was in a lot of debt. I had been stock trading for many years to not great success, which accumulated the debt.

I was working as a fitness trainer. But, and I don’t want to put this into context because I want to people who understand how difficult it was for me to make the decision when I ended up making it. And Gary Vaynerchuk, Tim Ferris, these guys were my heroes back while I was reading their books in 2008, 2009. And the only thing I could see because I didn’t have a budget or anything, was to take on the online space because the cost of entry was quite low. Right. And, and I started, and by 2012 I started a podcast and we grew the band in 180 nutrition and, and it, and we exploded like, you know, within three and a half years, we were turning over several million dollars a year, if not more than it was growing. And we were kind of like, Whoa. But at the same time is shattered a lot of my beliefs about health and fitness because, because my podcast at the time that we were doing with 180 when podcasting was earlier, we penetrated the market easier.

And by the time I left stepped done on in 180 nutrition in 2017 we were having a 3 to 4 million downloads I think we were at. And, but, but it was exposing me to a lot of great leaders all around the world. Like could literally go, I want to get them on the podcast and I could reach out and they’ll pretty much say yes. So I was like a kid in a candy store in the house fields and all this. As you can imagine, you really start to see the world through a different lens. And I was fascinated about what the hell was going on in the health industry because you know, we’ve got more technology and have ever got more information than ever, but people are still getting sick. And that’s where I was coming kind of coming from especially I’ve been working with cancer patients.

But then I started looking at even deeper like what were the root causes? What were all driving actions? Why are we making these decisions even though we know we should be doing something different? What is the, why are we repeating the same old patterns? What is going on within the body? And that started for me to look at what I’m doing now. Looking at the mindfulness being able to develop our awareness, develop a level of consciousness that would then allow us to see something from a different level of mind, to what level of mind that created the problem in the first place. How can we do that? Do we have the gifts already within us? Are we always looking for an external to fix an internal problem? And the more I looked at these things, the more I was like, Oh my God, why doesn’t more people know about this work? Right? Imagine it’s all of a sudden, as I was going deeper and deeper into the work myself, I was almost unveiling because it’s fair to say that all of us right now and not the same person we are 10 years ago, we’ve evolved from our, from the problems that we’ve had from the, the difficulties from the trials and tribulations, we’ve able to grow wisdom from those challenges. So it’s safe to say that we almost need challenges to allow us to grow as a human being. Right.

Janet Beckers:                  But on [inaudible] that’s, you know what, this is something I wanted to point out that I love because it’s gonna make sense, you know, not make sense. It will really relate to the, the next part of your story. I love how at each Todd here it’s like at each little step that you’ve gone, like from, you know, being the PT, working with people with cancer and thinking this is not going to work. You’ve got exposed to things that really challenged the way that you thought. So that’s where this company started. But then because you had this wonderful exposure, which w what I love about podcasting of being exposed to all these new things, again, you evolved yourself like you, so at each stage you kind of outgrew, correct. You were able

Guy Lawrence:                 To deliver, but there is a, there is a cat. There’s a cat via to that though, is that it was, I turned philosophy because information is just philosophy. If you don’t action it. Yeah, good point. So, so I was literally action and then the things that I was learning. So then I was going off on on different rabbit holes going, well I’m going to put myself through this to see if what they say in is factual so I could have an embodied experience and experience something for myself. Otherwise it’s still only philosophy and the moment is philosophy. We can only then interpret it from our past experiences. So from our past experiences are shaping our belief system to the way we perceive the world in any given situation. So we have to fill in the gaps, if that makes sense. So you have to have a new experience to challenge old beliefs.

But if you’re not willing to step into the unknown and let go of control, then you generally will then keep re patterning the same things because you, you’re clinging onto the familiar because you’ve identified to you are the one that feels safe. But that’s the very things that can be holding us back. So I was very aware of that. So, funnily enough, the work that I teach is almost like the self fulfilling thing because I was, as I do the work, I’m coming up against my own limitations and challenges because it’s starting to unveil the truths within me. So then it’s making me go, Oh, do I want to go the truth or do I want to just keep myself safe and buried and stay over here for another six months and delay the process. But of course as we know that, you know, a two say can end up becoming a two’s this out if you don’t actually listen to the warning signals. So,

Janet Beckers:                  Oh, I love that analogy. It’s an, and you know what you’ve mentioned, I was saying, you know, Janice have you place, you know, here’s where we make science. Janet’s happiest place is when you put bringing the third thing, which is take some action. And that’s exactly what you’re saying. Like if you’re, you know, by actually taking that action on what you’re learning, your, you know, you’re developing yourself, you know, it becomes that more than philosophy. That’s such, you know, it’s, and that’s that last step that so many people don’t do.

Guy Lawrence:                 Exactly. And that’s just the first steps, the biggest, because you’re coming at it with the correct intention behind it, you know, and, and it’s really important when it comes to this work as well. So, so I guess to wrap up the story and finish the answer to your question was that as I delved into this work more and as 180 had grown, there’s more responsibilities, it’s become a brand. We’re selling a product and I just felt myself drifting off into a different lane and I was in a partnership and at the end of the day we were, we were both changing, you know, it was like being in a marriage where you come to the, you come to the point where you think, you know what? We need to go our separate ways and let’s be, let’s be two adults here and, and remained good friends and, and do the correct thing.

Because obviously the work I’m doing now, I couldn’t really take the brand in that direction. That was unfair on my partner. And at the same time upon and wasn’t really interested in what I was doing. And you know, and there’s money involved, there’s manufacturers involved at distribution involved, there’s all these things. And, and I felt that my values were changing you know, just on a personal level. So I wanted to then maneuver in that direction. And the more I was then holding on to the Oaks, it was, it was like, well guy, if you really want to get out there and teach this work, you gotta be all in mate. You’ve got to walk the talk, you gotta live it. And, and, and I knew that in my heart of hearts. So I made it. Then my decision became quite easy because as much as it scared me, I realized I’m in my own.

I was, you know, it challenged my own self worth, my own ability, my own belief, you know, my own fear. Everything was arising. But at the same time I felt I had the toolkit that what I was wanting to teach others of, of how to do that from an emotional and mental component to hold the space for yourself to allow at least transitions to move, to move through into the new chapter. And I think we all have new chapters in life, whether it be work, relationships you know, money, careers, whatever it might be. But we need to do that. Like seasons. We’ll instead of running from them, we need to honor them and just create the right environment to allow ourselves to move through them. Otherwise they persist.

Janet Beckers:                  And you know what, I just love the way that you have described this because I know that there will be a lot of people who are listening to this that have been feeling that same incongruency of, you know, what this is, I’ve evolved and what I’ve, my business that I’ve created, it’s not, it’s not a good match anymore. And then what’s the decision? Do I make, do I stay in that business and then perhaps seek that self-fulfillment somewhere else or do I, you know, do I have to change things? Either renovate the business, which always didn’t have that ability. It would have not worked or detonated. Like in your case, you didn’t, didn’t hate the business, but you didn’t that your role in it. And you know, it’s, I know exactly that feeling when you were saying that, you know, it was, it was a tough decision to do.

Like it’s really becomes a pivot point in your life because I know for me I know quite a few people listening. He will know this story. You know, the roadmaps we’ll try brand at the time he recorded, this is only about 18 months old. Before then it was wonderful web women, which was multi award winning business, really well known. I’ve been going for 10 years. It’s, you know, it was my baby, but I’d outgrown it. It wasn’t reflecting what I did anymore. It was no longer a business about women role models and women for women I had was different to that. And that in congruence easy. I probably should have made the switch years before, but it was so difficult to do that. It was a like letting my baby go and when I finally I, you know, to make that decision, I had to work with a friend with a coach to work through that so that he could let me see that actually this is the right decision and I just, it was a true grief.

Like I grieved the loss of me saying goodbye to that business. Like it was a true physical grief. But at that same time, like any really good grief, it’s cathartic. It was great. So I totally get it. It’s like it is a tough decision to make, but, and you know, and we’ll get, we’ll dive into this a bit more now. It allows you [inaudible] you can hold yourself back and if your business, it can be really holding your business back because energetically you know that what you’re putting out there is not really you, not not the whole of you anymore. And so people can feel like it just, I could feel that my business was starting to shrink even though we were doing all the same things on the surface, but that, that energy was wrong. It was sabotaging and white anting it did. Did you find that, did you feel something like that was happening with you?

Guy Lawrence:                 Oh, totally. I can still relate to everything you said there. Things were getting harder for us constantly. There were so many things starting to go against us that you could just go, what are the odds on that?

Janet Beckers:                  Yeah.

Guy Lawrence:                 You know, it was ridiculous and we just knew that there was an incongruency here with us and to, to move on. And, and, you know, the moment I stepped down to move on, I didn’t have at the time I didn’t have a brand. I didn’t have a name. I, I, I just had an, I just knew that that was the direction I was going and I want to get this book to the masses. That was it. And you know, I kind of had an idea of big picture stuff of, you know, like we spoke about earlier about going into retreats and working more with people and being able to facilitate a community and, and bring people together to really start to learn this work. But at the same time I had no fricking idea I was going to do it. None. But the moment I stepped out and give myself a bit of space to be, and things start opening up, things tie the line and you know, if you’re congruent and you take action and that action normally leads to the next action and then the next and then things start to support the way.

But you just have to be very mindful that you don’t let the fear based decisions that got you in trouble in the first place. Keep creeping in again and holding you back. Otherwise you can be presented with different opportunities and instead of it, you know, when you get that instant reaction, this feels good. I’m going to do you know what? Let’s say, Oh no, maybe I’m not ready yet. Maybe I shouldn’t do this. You know, and then all of a sudden your, your will, you’re planting, you’re, you’re, you’re, you’ve got the handbrake on of what it is you’re trying to move towards. So there’s a very fine,

Janet Beckers:                  Yeah, you know, you are spot on because actually that is a really good thing for us to bring up is that, okay, so you’ve, you took the plunge and what is the aim so people can go in and, and see your, your websites. So where do they go to, to see on your business?

Guy Lawrence:                 All right. Yeah, so they’d just go to my, my name guy, dot. EU and my programs called let it in,

Janet Beckers:                  In excellence. And I love her. When you were saying like, you know, we actually were talking a little bit before we got on that you knew that ultimately you want it to be sending people that you would be running, running these transformational retreats, but you didn’t know how it was going to happen. So you had to, you know, work out that process. I think it’s a really important thing for people to be able to know beforehand that just because you’ve got congruent, you know where you’re going, it doesn’t all automatically fall into place because you will have, as you’ve been saying, you know these things, you know, you’ll see the opportunities and you’ll take the right ones. Wow. At that same time, it’s still a matter of going, okay, have I got it right? Have I got the model right, have the client’s got? And making those fear-based decisions is actually a really important thing and total transparency.

I’ve just gone through that like in the last month or so, like everything, you know, all in the branding, all the projects and everything has gone. It’s gone right? Like it’s gone really, really well. And, but I was, I was thinking, well, something’s going wrong here. What, why am I energetically pulling back, you know, is this, you know, then, then you start this, you know, the psycho babbling, what is happening here? But that’s when I realized, you know what I realized one of the programs I’ve got, I’m not walking my talk. I’ve got out of incongruency because I’m not, I don’t have a way to continue to support them. So I K I’m going to have to make the tough decision. I’m going to convert my $2,000 program into an ongoing membership so I can keep on helping people that don’t kind of get left when the program is finished. So interestingly, sometimes you’ll get those things where it does come out of incongruency and you don’t know why, but you’ll notice it because the business starts getting white painted and you can’t see why. You know, there’s no obvious reason you’re doing all the right marketing. So you think, okay, come on universe luck. What am I energetically putting out here that is just stopping this and then take the action. So is that something that you’ve been experienced that you’ve experienced as well guy?

Guy Lawrence:                 Totally. Totally. You know, when, when I, when I stepped down and stepped into this, I was like, okay I kind of had the idea I wanted to move towards a membership model. But I didn’t know how I was going to do it and I didn’t know how I was going to get members in there because I remember I started from ground zero again. All of a sudden I’ve, I’ve, you know, from having a podcast for the huge reach, I got nothing from having social media with a huge reach. I’ve got nothing. I got, I got, I’ve got no SEO Google ranked website anymore. Like it’s literally start again. And I’m like, wow. But it was so refreshing and I didn’t care. I literally go, great, well I don’t care about the numbers, I don’t care about anything. I’m just gonna. If, if I’m congruent, it will reveal.

It’s the way it will reveal itself. And then all of a sudden cause I knew workshops is what I wanted to do. Somebody offered me an opportunity to run a workshop up in the sunshine coast and I was like, Oh, okay. And I said, yes, I didn’t even know what I was gonna talk about. No idea. And I thought, Oh, I’ll, and the reality is these days, so I, I actually did it for free. I turned up and the people that turned up, they were nearly 30 they had no idea cause he hadn’t communicated to what they were coming in for properly. I just assumed he would. Right? So there’s all mistakes, right? And all of a sudden I’m in front of a cold audience going, Oh, you’re got no idea what the hell I’m doing. You know what I’m on about it. You just hold free talks every week in the members come in.

And just so he was really interested in and so all of a sudden I kind of stuffed up straight off the bat and I could have walked away from there going, Oh my God, I’m a disaster. What was I thinking? Blah blah blah. But I walked away from going, cool. And I took all the positives out of it. And then, then I left all the negatives and then I thought, right, when, when’s my next workshop, I’ve got to line up my more so I can refine all my mistakes in the first one. You know? And, and it just went from there. And then all of a sudden I ended up doing 34 workshops in or in about 1214 months period.

Janet Beckers:                  Oh, I love it. I’ll tell you what, that is a lesson there. Most people would have gone all, look, I suck at this. That was a bad experience. Obviously that’s not the right model for me. I’ll go and do something different. Exactly. You just demonstrate, you know, you’ve just really modeled amazing resilience.

Guy Lawrence:                 Yeah. So I wanted to get front and back of people, right. So then I built a website and then I wanted to see if I could get them into a membership. But the membership, it was very hard to sell people that come for the first night straight into a membership because they come in for a physical application. But then the online transition wasn’t as great and I could see that and I, and I thought, why I, they could only actually experience what we’re actually creating in here. I could do it, but I hadn’t even, that was still all in my mind. So then instead I created a four week program where it was like there’s going to be a start date and an end date. And then I did a beta test from, I run, you know, five, six workshops. And then I got enough people to bring into a four week program.

I didn’t even know if the four week program was going to work or not because where they’re going to think is to rule or whether they’re going to love it. I mean I was terrified and putting this out there cause I’m, this is my heart and soul, this is, I’ve left my company to do this and then I think I’m a bloody crackpot. I don’t know. Like all these things are going on. And I remember putting it out there, I had 30 odd people sign up to it and I couldn’t believe what happened. You know, it was just, it was just magic. Like the, there was, there was a real connection. And then at the end of the four weeks cause I was so heavily involved as well and everyone, it was a beta test and you know, I’d even ring them and say, Hey, how are you going?

You’re on week three you know, I like, I loved all over them. I just wanted this time and, and I still do to this day, this day though, like it’s really important. And because I’m so passionate about it and, and, and, and I got enough and there was all of a sudden there was a demand from the people to say, well one, now I’ve learned so much, I don’t want this to end. How can we continue to connect? And I was like, wow, now I’m going to start a membership. And, and I think 20 odd of the 30 odd signed up for the membership. Most of them are still with me 18 months later.

Janet Beckers:                  That is brilliant.

Guy Lawrence:                 So I didn’t know, I didn’t know what software, I didn’t know what I was going to do. I just knew, keep going, guy, just keep going, guy, go and, and, and, and I did. I mean, obviously I have skills that I’ve learned from the online space and money savvy businessmen, so, yeah. But, but, but from a mindset and heart perspective, it was just like, just keep leaning in. I love the term leaning in and you know, and that’s when I started coming and looking at different software and, and membership models and looking at different, and then getting my own mentors, just like I’m mentoring people to do this. I needed to find mentors to help me. Yeah. That have walked the ground that I want to go to, you know? So that’s what happened next.

Janet Beckers:                  Yeah. That’s and I love the, the thing that you’ve said that you, you tried the membership site on at summit, it was hard to get people in. So I’ll just try this and see what happens. And you’ve listened to your clients. So now you know, you know, a talk to a four week program to a membership is a model that will work. But you don’t know unless you’re re like, like guy that you’re willing to treat it as well. Let’s just see if this is gonna work. And if it doesn’t, it doesn’t mean the whole of it doesn’t work. There’s maybe some parts of it. I mean that’s how I started my higher end. Attract your tribe accelerator. I just was running a program and then people were saying, I want some more of your help. And I said, well you reckon if I made like a higher priced program, would that help people?

And then people went, Oh, alright, so you just don’t know until you actually take that first step. And then, yeah, really good point. So what we might do guy, if that’s okay now is for people that are, you know, that would be some people that are listening and they’ll be going, you know what? I’m in that position now where I know I’ve got to make a change. Or you might be that your business is going really well, but you’re wanting to take the next step. Maybe you’re wanting to get it online or leverage and that’s scary or you’ve been struggling hard and these things haven’t quite never what quite worked in the business. So you might need to have some of these skills that are gonna help you to be able to like work out what’s wrong. And you do take on those beautiful, you know, that lovely, you know, connecting, you know, emotionally and spiritually, but also in a practical way. So this is your specialty. So if you’ve got people that, okay, we’ve got the scenario of right, I get it, guy, this is, you know, I know that I’ve got to do this practically. Like how am I going to do it? Like what’s the first steps that I’ve gotta take so that I know that whatever I am going to create, he’s actually going to be congruent. I’m not going to find myself wrapped again.

Guy Lawrence:                 Great question. And I think it’s one of the most people’s struggles and, and feeling on purpose and feeling congruent and then stepping into that, knowing if it’s the right thing or not. Yeah, right. Well, first of all, I think we can never fully know until we walk the path. So it’s so, so the one of the biggest, one of the worst decisions you can make is indecision and not making a choice. I think that that kills first, right? So, so, so you want to take that out, indecision out then this either yay or nay, we move, push on that or we pulled back. But I think one of the the things that, the first thing that came to my mind with that is if I just break this down for a sec, because if you, 70 to 80% of people in the Western society are running from the hormones of stress, maybe more, right? So that’s, I would say it’s higher. Right? And, and just to put that in perspective, 80% of health related cases I called the doctors never thing is stress related, even though there’s a chronic illness coming from it. So when you’re stressed, there’s a, there’s there’s a part of your brain, I think it’s the prefrontal cortex starts to shrink. And then from that position, you then end up starting to perceive every single situation from fear based response. So you’re constantly running on worst case scenario,

Janet Beckers:                  Right? And that’s actually happening from a physiological point, right?

Guy Lawrence:                 That’s happening from a physiological point, okay? Because the body is hardwired to maintain homeostasis and keep you safe. So all of a sudden you’re stacking the odds up against you. Now, what is the one thing humans want to avoid? It’s feeling pain or feeling any, anything of a negative connotation. Why do we, if you break it all the way down to what incident, I’m trying to avoid this because it’s going to make us feel a certain way and we don’t want to go there. So we avoid that, right? So let’s think about that. So what are we very good at in Western society when it comes to this work is keeping ourselves distracted. Rice. Okay. All right. So we have destruction constantly led for you and your listeners and everyone here. Think of the last time that you, I didn’t fill in an empty moment with something. Oh,

Janet Beckers:                  Well, I mean even if I do have an empty moment, it’ll be doing something mindful, but it’s still a practical thing like painting Saturday circles. So even for me when I’m, I’m just thinking, Oh yeah, I do that. No, it’s still,

Guy Lawrence:                 But that, that, that does allow you though to find a flow space and just become present with the brush in the moment and, and have a mindfulness practice, which is beautiful. I think many of us are you know, we, we constantly connected to our phone. We constantly connected our social media, have a constantly rushing around. We don’t set up our day correctly. We don’t have maybe a routine that we’ll honor ourselves first. We will become everything to everyone and everyone else around us and we’re not turning that love back inward and having something for ourself, not practice first. So my point being is, is that if you start to eliminate the distractions, the stresses and start to reset the homeostasis, you start to pull away from all that and you start to see things for how they truly are not for how you perceived them to be. So we are, we’re always ended up dumping on our perception of any given situation. So quite often our business, some of these keen behind me,

Janet Beckers:                  I can see your wife, I could, you were watching new.

Guy Lawrence:                 Yeah. so quite often the the, I’ve lost my train of thought completely now. The way we perceive in anything, in any situation, even in a business situation would actually bring in all of that into the way we perceive in that moment. And then all of a sudden we’re having a warped perception of what’s actually going on. And sometimes it’s hard to get then get clarity. And because we don’t have clarity and we want to stay in control because we’ve made every other decision unconsciously from a control best place, the thought of us losing control in any way drives us, can terrify us. Cause then all of a sudden we can stop beating ourselves up and we can then reprove ourselves that we were right on knew I shouldn’t have done this, I shouldn’t have done that, I can be. And then all of a sudden we have a felt fulfilling prophecy from the way we think in the way we feel and we continue to stay stuck in that loop. So

Janet Beckers:                  Tell me, I mean, I just, you know, as you were saying that I know that I was thinking, Oh, have you been okay listening to now reading my mind? You know, like, you know, cause there’s different steps that you go through and I know that there’ll be a lot of people here listening, going, yeah, you know, you were just describing that exactly what happens. Exactly what goes through my mind. The thing that I’m thinking of is, okay, so you’ve got this on a, there’s a physiological thing that’s happening there that’s, that’s, you know, it’s not necessarily something that you can just change by going, right. No for that girlfriend snap out of it. Let’s just chill out and stopping, you know, stop seeing things from a fear point. If it’s physiological, like there’s some things you’ve got to change there that

Guy Lawrence:                 Absolutely, because you keep firing a signal from the physiology app, not the other way around. Like where, where do we spend most of our time in our heads. Like we constantly in our heads, we’re on the screen, we sit in a chair all day. We’ve, we quite dentistry and we’re in the conscious thinking mind, but we never get into, you know, 95% of the body. Like we’re, we’re a community of trillions and trillions of cells that are all interconnected and send an information with each other. You know, that’s the subconscious mind and there’s a lot of wisdom in there. But because we spend so much time in our thinking mind trying to solve it from an analytical process, that’s when we can stay stuck in our patterns. So a lot of this work is allowing to get out of that mind that, that, that stress response that’s fire in the autonomic nervous system, your stress sympathetic nervous system for anyone that wants to geek out, you know, the fight or flight that’s continually firing, that that is the filter.

That is the gateway between you, your body, every cell in your body and packet to the lens. That way you see the world. That’s the interim. And it’s about if you can start sending a different signal to that, the wisdom of the body will literally start to surrender and let go. And then you start to get out of these stress responses and then that will start to affect the way you perceive any given situation. So that’s where the tools started coming in. So as you start to influence the body and it gets you out of the mind and you start coming into the subconscious more and you start finding more flow States and find more creative States, you really start to then flow. And as you start to roll with things to a degree and you start to know that you’re, you’re on fire on purpose, this feels right, feels right.

I didn’t say think’s right, it feels wrong and we’ve really got to be connected the way we feel and you know, which is the biggest organ of the body that influences the autonomic nervous system that controls every single system of the body that is designed to keep you alive and safe and remain homeostasis. You know which organ it is, would it be your house or the heart? And the gut is the whole access. The brain, heart and gut access is huge at the end of the day. But we can then start to tap into that and start to instead of waiting for an external stimulus response to effect the way we respond emotionally, that then continues to fire and wire in the same way. And we’ve got this thinking and feeling loop cause the feelings we have created certain thoughts or perpetuate the same feeling that perpetuate the same thought and we stay in these loops and then all of a sudden that becomes a reality.

That’s the way. What about if we preempted this and started creating a practice where we start getting into the body and then started generating emotions without an external response that we go in would to create the response and then we start retraining the body and then all of a sudden we can slowly over time, I say over time, instead of if we willing to go there and start to retrain the nervous system instead of operating or 70 to 80% of the hormones of stress constantly, why not operate 70 or 80% of hormones cause you still need a home on to produce love, joy, gratitude, appreciation. There still needs to be a chemical response. So why not preempt those States and train the body and train every cell in your body to get addicted to those States as opposed to the others and that all of a sudden you’re going to start alleviate in the stress response and then you’re going to start to become a way of being. And then once you start to get in those States more, you’re not going to want for so much. You’re not going to be striving constantly to get to this point. When I get to this point, I’m happy because I’m happy now I have this day, I have this moment, this is a gift. The fact that we can be talking on this podcast right now and communicate and it’s amazing and if you yeah, if you start creating from that place daily, you can’t tell me you’re not going to make end roads going forward long term.

Janet Beckers:                  Yeah. So I mean I loved your line of imagine if instead of, you know, your addiction is to the stress, if your addiction is to the hormones that get released from love. So to that type, this too, like some practical steps that people can take this week, some action steps that’s going to help people to be able to start. I, you know, reprogramming so that they’re not having that addiction, you know, to the stress that they’re starting to develop that lovely addiction too. I’m just going to, I mean you talked about all those other things, but I’m just going to go for love cause that’s kind of lifeline. That’s my driving force. That’s actually one. That’s one of my strong, you know, mission statements within our business. Everything is based on that. So I know that people, when they come to, I mean I know that you’ve got all the tools you’ve, that’s your, that’s what you’ve created for people this week. Like just one or two action steps that they can take this week. It’s going to start that process.

Guy Lawrence:                 Sure. There’s a, there’s a, I’ll give it, there’s a few, few steps because at the end of the day, there’s a term in neuroscience called metacognition. Okay. A metacognition means being in the witness, being the observer, like who’s thinking about your thoughts? Can you think about your thoughts? Yeah. So who’s doing the thinking? It’s the essence of you and metacognition is about being the observer. So there’s a F. So one simple exercise you could do daily is, is just for five days or a week, set your alarm to go off once an hour and check in with yourself. Where am I at right now? Am I running on stress? I’m a, I may find myself rushing around. Am I continuing to feed my body hormonally that I have done for the last eight years or whatever? What are my thoughts right now? Am I thinking negative negatively? I mean, according to the model of psychology, I’m 70% of our are generally negative each day.

Janet Beckers:                  Yeah, that’s sad.

Guy Lawrence:                 Maybe long like you know, I often joke in a, in a workshop where I say, you know, if I put a megaphone up to your head and I can turn it on and hear what’s coming out, what would be the tone of that? What would it be? The energetic feel of that right now. And, and I would say, would you talk to somebody else like that? And they’d be like, no way. It’s like, well, why do we talk to ourselves like that? What is reinforcing that action in the first place? So as you can imagine, if you, if you’ve got a negative loop and then a negative connotation, then it’s going to create a negative emotion and feeling. And because it’s how feeling if feels real to us, but it’s not necessarily real. It’s just coming from our own perception of the any given situation.

So it takes a level of humility to step outside of that. And that’s the first point. It’s almost like trying to break a sugar junkie down or something where you know you can’t, you’re trying to get off sugar and the moment you start the night in your body of that sugar, what starts to happen? Cravings, right? It’s the same with your thoughts because he’s producing chemicals every time you think you’re having a chemical addiction going on from the way you behave and think. So that’s why just as the simple of act of checking in every single hour, you’re giving yourself an opportunity to break that cycle. That’s not going to happen overnight. Yeah, it’s a practice. This is a practice on a process. You know, I, I catch myself negatively every day still is things, but I learn and got the tools and things constantly listen. Many other elements you can cause you can use physical aspects as well too, to stimulate the nervous system and start to change that. But, but that is a simple thing. And if you don’t want to interrupt it, that means your you’re driven more by the way you’re being and you don’t actually want to change that so the your past experiences are holding you back more than the way you want to embody your future.

Janet Beckers:                  Love it. You know what, that is such a really simple practical tool. I mean I’m a person that has an alarm that goes off all the time. Like I’ve got an alarm that goes off at 10 to 8, have you planned today yet Janet? Another one that goes off at the end of the night at 9 o’clock, what’s three things you’re grateful for Janet? I mean there’s all these little… So I can really relate to the practicality of, yeah, just try it for a week everybody. Every hour during your waking hours, do what Guy says, have that alarm that goes off that is that trigger for you to go observe. I think that that is a brilliant idea and just being that reality check off, dd I want to do the reframe? Did I want to put myself up here or am I just actually really enjoy wallowing in this? Just that simple activity I can really see how that can totally change what you’re doing. Because people will very often set the intention of, you know what, I’m going to observe, I’m going to, but very often we’ll just get busy and not do it. So that simple alarm thing.

Guy Lawrence:                 Yup. And then to layer upon that knowing that the heart is the, an organ of influence is that if you bring your awareness, you can put literally put your fingers, I mean I have a free guided meditation and we spoke about earlier, but for seven minutes, which guides you through this process for essentially to put your fingers on your heart and close your eyes. You can then take your all your sensory experience. Think about it, right? You’ve got your senses, it constantly on with this, you’re trying to shut all that down. You pretend all your awareness inward into the most powerful organ in the heart.

And you’re now telling your body, I feel safe. I’m here, I’m now. And that’s allowing to start to break. That stimulus is going on in the moment. And if you bring all your awareness to that center and you start to breathe in and breathe out, imagine breathing in and bringing out of your heart center. You can then start, cause there’s a whole huge other component about the breath as well and how it influences the autonomic nervous system. But with those combined, you can literally start to change those States back in. So then instead of if you start to then preempt the feelings of gratitude, of joy, of appreciation, you start to visualize those things that deeper meaningful things in your life. Why? Why are we running a business? Why am I taking these steps? Why do I want to earn that money? What’s it all leading for?

What meaning to what is it I want to bring into my life? What is my end result look like? If you bring all that and start to visualize that while you’re holding it there in your heart, you’re really going to start to influence that stress response greatly. And then you bring in a lot more meaning and remind that why you’re really doing these things in the first place. What is going to drive you up in the morning? What is your purpose? And as you start to get away from those States over the weeks, over the months, and you start becoming more in a way of being and start creating a practice in the morning, you could start first thing before you do anything. Do that. I mean it’s seven minutes long, right? Then reframing yourself and then instead of having a day that might snowball out of the wrong direction, you really starting to set yourself up for more meaningful day. And as you find more meaning, if you can find more meaning in the moment, more meaning and more consciously present with the person you’re about to speak to in the street or in the coffee shop or whatever it is you’re doing and that start acting those things. I promise you the ideas will start to flow more. The synchronicities will start to flow more because you’re starting to let go and you let them go with the grip that’s been holding us and behaving a certain way

Janet Beckers:                  For a long, long time. I love it. So you know what I might do just just to wrap up, cause honestly I could, I could talk to them for days, just days because really once you, you know, once you know strategies, when it comes to growing your business, you know, that’s, that’s just the basics. You know, the things that grows your business and grows you personally is the stuff we’re talking about today. But this is the stuff that makes decisions easier. This stuff that gives you the confidence to step up. Like you can never ever have enough mastery of this kind of work. And I love how you’ve really talked about those physical things and that addiction. I totally relate to that addiction to the stress where you may have, where you might say to yourself, no I’m not. You’ve talked about that. And I love how you’ve got that counter.

Like for, so this is, I’m actually going to, I’m making a pledge to everybody here because this actually is a loop back to when you were saying your evolution came from you taking action on everything that you’ve learned from these wonderful, wonderful people that you interviewed. That’s how my business, no wonderful web women grew from me doing weekly interviews. This is people pre podcast people would pay for them back then. And I just made a, you know, every week I would tell you one thing that they had said and it skyrocketed the business, that simple thing. So this is what I’m doing everybody. So I am challenging you to do the same. So first of all, I am going to go over to guys website and I’m going to download that seven minutes meditation, the daily meditation. So this is my commitment to everybody else here.

I’m going to diarize it so this, this interview won’t be going live for, it’ll be just over a month or so away. So I have got time when this goes live, I will be able to share with you, you know, the actions that I took because I will have had time to do this for over a month. So this is, I’m doing that in that meditation. I commit that I’m going to listen to that every morning. Okay. So I’m doing that, but also I’m going to do this alarm thing at least for a week or so until I feel like I’ve got the habit, I’m going to do the alarm thing to just make myself stop. Because even though I’ve always got like this observer Janet happening, this will make the observer, Janet sort of get stopped and listened to and then bring that energy back to heart every single time I do it. So that’s my commitment to everybody here. I double day wall to do the same as well. And to come and share with guy and share with me like how you are you, how is it working? Like how does it feel for you? And then yeah, so guy, where can people go and get this recording? The meditation…

Guy Lawrence:                 Just go back to my website, There’ll be a tab there saying free meditation. There’s also a bonus in there, actually I’ve got mentioned it earlier. Which is my five-step morning routines. And not only will they get a meditation, they’ll actually get a, a full five step process that will help everything that I’ve talked about in there as well.

Janet Beckers:                  Brilliant. Okay everybody, well I’ve made my commitment to you. You can all ask me and I will, you know, I know that you’re going to ask me cause I’ve just told you to. So I got to do it now and I’m, I’m really looking forward to it. These simple tiny actions are the things that actually make the difference and you know, committing to somebody else to do it. So I double dare you to do this, but also commit are that somebody else in your family come over to the romance. You tried the free Facebook group and committed in there. You know, that’s where I’ll be talking about what I’m doing and, and you know, we can hold each other accountable if you’re part of the new Success Circle, which at the time of recording does not exist, but a will by the time you’re saying to this man, we will be, we will definitely be you know, implementing this over there.

So come and share but find somebody to be accountable so that you actually do it a B. So thank you so much for your time today guys. This has been really, really fascinating. I’ve just really enjoyed, you know, this whole story and I would love to hear from people you know, if you’ve got something from today co go and stalk guy and let him know. Okay. Cause that means a lot to us to get some feedback. Come you should be stalking me anyway. Okay. So if you’re listening to this, like come and tell me and if you here on iTunes, I’d love it if you’d liver reviewed yes. Telling us what did you get out of this particular episode would be super cool. Or wherever it is that your finding me just come and tell me what you’ve done. Because that’s the most rewarding thing is to know you’ve taken some action as a result of what we’ve shared today. So go get them baby. And I’m really looking forward to hearing everybody’s stories. Bye. Thank you. Okay.

Behind the Scenes. Why I Turned My Online Course into a Membership Program

Behind the Scenes. Why I Turned My Online Course into a Membership Program

Next week I will open the doors to a brand new membership program called The Success Circle. I’m super excited to open the doors and invite you to join because this program is exactly what so many people have been asking me to create and I’m finally ready 🙂

This wasn’t an easy decision to make. You see, if I was to really make this membership a place that combined coaching, support and also step-by-step training on the exact steps, in the exact order to create success online, then I needed to create a comprehensive Attract Your Tribe Academy for my new Success Circle members.

To do that, I chose to close my $2000 Attract Your Tribe program and make it the core of the Academy.

As I’m sure you’ll appreciate, making the choice between offering an online course or an ongoing membership program is not an easy decision.

In this very transparent podcast episode I share the decision process I went through, what were the pros and cons of each option, how I evaluated what was best for 1. my clients, 2. me personally and 3. my business and some mindset hurdles I had to overcome.

I also have a great cheat sheet to help you decide if an online course or a membership program is best for you and each fits into your business model.

In today’s masterclass podcast episode you will learn:​

  • Why I originally launched Attract Your Tribe as an online course and why that was a great decision at the time.
  • Why I’m so proud of the Attract Your Tribe system
  • Why to constantly ask yourself “what is best for my clients” and what I found was missing for my clients in the online course.
  • Why specific strategies and tactics are perfect for online courses and what topics are better served through an ongoing membership program.
  • Why understanding your personality profile, strengths and big motivations is essential for you to evaluate which business models are best for you.
  • What topics, structure and program length is perfect for an online course.
  • What topics, structure and ongoing deliverables work best for a membership program that is coaching based.
  • We compare each option in terms of launch strategies, evergreen strategies and I give a reality check on how much work is involved in creating a course or membership site.
  • What to consider if freedom is one of your highest values (like me)
  • How to assess if your membership program or online course will impact negatively or positively on your other business offerings (especially your high priced ones).
  • How to protect yourself from burnout


Plus a special podcast bonus for you today. A cheat sheet to download “Decision Guide. Should You Launch an Online Course or a Membership Program?”

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.

Click the image below to download the BONUS worksheet!

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.


I’m honoured and  grateful for your support.

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Read The Transcript Here

Hello and welcome! Well we’ve got a very special behind the scenes episode of Romance Your Tribe Radio today because I’m going to open up and tell you the whole decision process that I have just gone through to turn my signature $2,000 Attract Your Tribe online digital course. I’ve just now turned that into a monthly membership program. Huge change to my business model. So I’m going to share with you why I’ve done that. What were the real deciding factors that led me to do that to make it so that that course is no longer going to be available for sale? The only way to be able to get that material is through this membership site. So I’m going to, I’m going to run over like why did I go to this? Why did I see the need? And then what I’m going to do is I’m going to work through with you about is so you can make the decision yourself, whether you should be going with a course or whether you should be going with a membership program.

So we’re going to have a look at like when is a membership site missed and we’re going to have a look then at when is an online course best and then we’re going to go through and work through a decision process. So you know what is going to be the right one for you. So we’re going to walk through about five different steps, questions that you need to ask yourself to be able to answer so you know that you are making the right decision. And then I’m also just going to give you like a bit of an idea on how much work is going to be involved in either one. So you can also take that into account. So total transparency, here’s a day. And so at the time that this goes live, I will be opening up the doors to the founders, founding members and I’ll be closing it as well.

And I’ll explain to you why am I doing that and why that is something that is important for you to do if you decide that you’re going to be offering a membership program. Okay. Ready to dive in. I would love to hear from you if this is really helpful or not. So, and I will have a downloadable checklist for you so that you can go through what I’m going to be covering these notes today. So you can go through that decision process yourself. So I’ll have those decisions, those questions for you to ask yourself. They’re all in a downloadable for you. So just go over to the podcast page and you will be able to, to grab that and be able to work through it for your own business. Okay. So I’d love to hear from you if that helps you. And if you have questions at all, like which is the right one for you, come over to the romance, your tribe, a free Facebook group that accompanies this podcast.

Come over there and ask some questions and I call in there and I’ll be able to help answer some of them and you’ll have other people in there as well. Okay. So let’s get stuck into it folks. So first of all, what is the Attract Your Tribe program? (Or WAS the Attract Your Tribe program) And why did I personally make that decision to change it over into a membership program? So the Attract Your Tribe program, I launched that about a year and a half ago and brand new program that when I did my internal rebranding to romance your tribe, I created that as I was actually going through the process myself of reviewing my business, closing wonderful web women, marching a brand new brand, launching new offers, new messengers, all of those sorts of things. I thought, you know what, when I’m going through this process myself, I’m actually going to approach this as if I was my own client because this is stuff that I helped my clients to do all the time.

So I thought, you know what, I really going to test to see if my systems work. So what I did is I went through all the systems that I worked through with my clients and I kinda, I, you know, as I went through processes, I really, really refined what I did with my clients. So there was step this step by step checklist, the templates. As I created things for my own business, I created templates as well so that other people could be able to use those. I removed a lot of things that I thought, you know what, that’s unnecessary. I found when I did this in my own business, I didn’t need to do that particular step. So I’m just going to remove that. So streamline that as well. And so the end of that was a program attract your tribe that is very, very much from taking you from, you know what, I really want my business to go much better than it is now or I’ve, my business has changed and I really need to really look at it from scratch or I already have a really successful business offline and now I want to take it online and leverage my time so I can have a holiday.

So these were the people who I created this for and when I launched the attract your tribe program, the people who’ve gone through that, they just got results so much faster. Then when I was doing the helping them before, through my other programs. So that is the best feeling when you know that you have created a program that helps people to take action so much faster. You know, I had people who had done my previous programs who had paid to be part of this one and their feedback was wow. Like I thought the other one was good. It was helping me. I cannot believe how much faster and simpler and less stressful this has been. So, so that the nice part there is I knew that I had created something that is really highly valuable for people and that’s what you want to be able to say to yourself.

You want to be able to go, I know that the course that I have created or the course I’m in, the process of creating or the process that I’m going to be creating when I’ve had my first, you know when the first clients I’ve enrolled, we’re going to, you know, we’re going to be creating it live, which ever way you do it, you want to be able to know at the end, you know what, this playbill rocks. I know this works. That’s what you want to be able to say to yourself because if you’re going to be putting that effort into creating something, if you’re going to be having the trust of the people who register for your programs, you want to know that you can stand up with incredible pride and go, yeah, I know this is going to get you the results, your core raise.

If you don’t want to get that because it makes it safe for you to be able to sell something is so easy because you know it’s going to help for people. So that was the number one. So having done that, having created that program, having tested it and refined it on myself, and then having run that program with numerous clients going through it. I know that that works, but here is the big. But what I found, because this is not a program where I’m teaching a tactic, I’m not teaching something like how to watch a podcast or how to create videos. I’m not teaching something that is a tactic or a very specific strategy that you just need to learn how to do it and then you can do it. What I have is something that is going to totally overhaul your business.

So it’s going to take you from really getting super duper clear on what is your uniqueness, what makes you stand out from everybody through to really working at the most profitable clients to working at the sweet spot that is gonna make you stand out from everybody else in the market, from getting your branding, your messaging right, to working at your offers, to know exactly how much to charge, to know whether you know, you should be doing a membership site or a high end offers or low end offers, you know, to know that stuff. And then you know, to be able to launch, to be able to you know, systemize a business and outsource all of those sorts of things. It’s very, very much a business building thing. So for me, what I found is people go through that at different rates. Some people have a time in their business when they can just totally, totally focus on this and they can really get a lot of traction in a few months.

Other people are flat out in their business or flood out in their personal life or flat it flat out as an employee doing building this up on their side. And so it takes longer for them to do that. Now, as part of you know, really, I mean that comes with every program of course, but much more when it’s something that is around a whole business building model that is more general. So what I found was when I did the launches I was running some live Q and A’s for people and people were act that that was really keeping people motivated and taking action. So while I was running, those people were really building momentum and kept on going now. But what I did find is once I stopped running those live, the, you know, people weren’t getting the same momentum, they weren’t getting that same sort of working through with the same amount of energy.

The, the Facebook group itself started to really slow down because there wasn’t that sort of live input happening all at the time. So for me, that really started getting me thinking about what can I do to help these clients to get ongoing results? Because when you’ve got something that is very much a whole business building thing, or it may be something that takes people a long process. For example, you know, if you’re in the health and fitness industry, you know about that losing weight or about you know, being able to get super duper strong and continually changing your, you know, the program that you’re doing to get strong. That’s just an example. You know, that you know, what is it that I can be doing? So what I, what I could really see there was I needed a way to be able to keep that energy going and keep that motivation, keep that support a way that I could do that for these clients.

That also meant that it was going to be good for my business, that I wasn’t necessarily going to be providing ongoing support for five years for people who purchased a program all that time back then. So I needed to find that balance. So that’s what I’ve done. I decided that, you know what, for me, the best way for me to do this is to turn this all into a membership program to make it so that people could number one, get access to all the training materials as long as they stay a member. And I can continue to add things that do not distract but that actually build on, you know, I can add in short hacks that are like little things that can people help people to, you know, have a quick win as they’re working through the program. So I thought there’s, I can do this and then I can also have a way where, you know, every month people can get an opportunity to come on and have those Q and A’s ask those questions that they will always be new people coming into the program that keeps that momentum going in the Facebook group as people are taking action.

And I can also have a way to be able to, you know, do hot seats so I can have little case studies for people in the program so they can actually see, you know, problem solving. Because you know what it’s like when you’re building your business, you can learn how to do something, but once you start implementing, then there’s going to be questions that are specific to you in your business that you really need to be able to have somebody you can talk to. So that’s the absolute main reason why I decided that I was going to change from this being a course that people could purchase when there were live launches. They could get some a certain number of weeks where we would have some live Q and A’s and then it was really on their own. That was the main reason I changed it because I asked myself what is going to be best for my clients?

So we’re going to talk about that in a minute, about how do you make that decision and how did I make that decision as well now? Okay, so let’s then have a look. So that’s the reason why I did this. I’m just referring to my notes. If you’re seeing me here on the video, you can see I’m looking down here and make sure I don’t, I’m going here. And so, you know, and there was one other thing that I realized was a real motivating factor for me is apart from what was best for the clients, I also asked myself, well, what is best for me? And I realized that I am by nature a connector. I am somebody who loves to connect with people, loves their stories. And I found that I really wanted to be somehow connected to the people who had, were doing my program and then we’re taking action.

I didn’t want to only be part of their story for any small section. I wanted to continue to be part of their story to be you know, seeing them progress and be behind the scenes and help them with that. So for me that was a really important thing is I did not want to build relationships with people and then move on. I wanted to be able to be there and continue those relationships with them for as long as it suited them. So for me that was a really important one. So now let’s have a look about how do you decide what’s going to be best for you. So we’ll have a look first of all about what makes a course the best thing for you. And then we’ll have a look at what makes a membership and then we’ll go through the decision process.

And as always, I really would love to hear from you if anything that I’ve been saying then is an aha for you. I would really like to know. So the first one is when is a course best? Now, number one is you want to be able to test the market. So if you haven’t been working people through a process before, you want to be able to do that in a way that you’re not tying yourself into something and then having to cancel it in terms of a membership site. So if you have a way of really beta testing that your processes work, then of course is a great way to do that because then you can actually refine it and make sure that you’re getting results for people. And see if there is a demand for you to be able to give some continuing support to them.

Quite often you may do a course first and then you may have a membership site on the pro, on the back end of that. That’s a really great way to do it. For me, that didn’t work as well. So what makes a really good course is if people can get results in a set period of time. And usually if you can make it say less than eight weeks, the course of may go for 12 weeks or even a longer, but you want the average person to be able to get their results in a month, six weeks, eight weeks max, so that you can then spread it out, you know, to a little bit longer to be able to say, okay, now the support finishes or the live support, now that’s a really good one. So if you get to make it that they can get results in that time knowing that you’re not going to have people who were going to be there doing this full time, they’re fitting in and around everything else in their life.

So think about what is a realistic thing for people to achieve. So this works really well if you have a specific strategy, if you have a specific tactic. For example, I have a program that I am not selling at the moment, but I’ll be launching next year, which is around using video, how to get great and confident on video and then some really good strategies that use video to build your business and drive to sales. Now that is very, very much something that people can learn, they know the system to use and then they can go on their own. They don’t necessarily need to have continual ongoing support to do that. So for me, that will be a course rather than a membership site. So for you, if you’ve got something that may be one section of what you teach or that you help people with, that makes a really good course.

Now the other thing is a program, you know, it’s really good for you if you decide that you gonna have courses for, sometimes you may decide, okay, well, you know, the things that I had were around mine, around it being, you know, quite a long process is that can work. Okay as long as you’re continually bringing new people in so that your alumni can choose repeat if they want to. Now, if you’re totally rocking it launches, if you feel quite confident doing that and your you’ll find that, you know, you’re quite comfortable with the idea of only having one intake per year or two intakes per year and putting all your focus on that will in courses can be a great thing for you. As you’ll see in a moment, there are still large processes that go around a membership site. Now, the other thing that you also need to consider is if you’re going to be doing courses where it may be opening and closing that you want to know that you’ve also got other offers in your business that are gonna maintain that cashflow in between.

How as it gets really stressful when you have the flood and the drought. So that’s another thing for you to consider. You of course can be having evergreen sales of your programs, but I can tell you now from experience and from all of my colleagues that you may have evergreen sales, but you make a lot more sales of your course when you do a launch, when you have a live open and close. So you may have that, but the evergreen you know, can take a bit of refining to make sure that it continually works for you. You’ll hear a lot of people go, look, just set it up, have it as evergreen and you’ll just be always making money all the time. Not as easy as that seems to be able to refine all those systems to make it so that the whole process is profitable continuously.

Okay. So that’s when a course works well, especially well if it’s a tactic or a specific strategy. Absolutely perfect for course. Now, when is a membership site best? When it’s content that people may have to take various amounts of time in order to be able to implement. So it’s something where it can take quite a while and so people want to have some kind of ongoing support in order to be able to implement that end, get the best results. That’s when it can work really well. So something that may be a bit more general, it can be the kind of thing when you can have, people may have you know that following the course, but you know that if you can be doing something that’s going to be inspiring them to get motivated, that you can be providing something that is going to make it so it helps them to implement faster, not distracting them, then that can be great for a membership site.

It can also be really good if you have a market where they’re continually doing the work and they’re continually refining and testing things. Again, I talked about the health market that that can work really well when it comes to fitness and and, and weight loss. It can also work really well in the business arena if people are continually having to apply what they’re doing and continually coming up with obstacles and if there are things changing a lot in your industry as well. And also, you know, a membership is also really good if you’re wanting to have continuous cash flow in your, in your business. If you want to have something, if you’re looking at what your business model is and you’re thinking, you know what, I do have lots of, you know, intermittent sales or they might go with a launch or it might be that most of your sales are a high end program.

So you may have you know, you’re not having sales constantly. You may have a bit of a lead time up to people deciding to enroll. So you may want to have some kind of cashflow that is happening between there as well. And for me that was a great attraction as well. So that’s what a membership site is best. Now something to be totally transparent here is there are numerous ways to structure a membership site, numerous ways that may require you not doing any of any input at all. But what we’re talking about here is when you’re in the transformational business, so if you help people to go from point a to point B, if you help them to be able to, you know, they’ve got a big goal and you help them take all the steps to get there. So you’re helping to transform the kind of membership site where you’re, where you’re part of that transformation and constantly helping them.

That’s the kind of membership site I’m talking about here at the moment. Okay. So there’s quite a few different approaches, but that’s the one that I’m talking about. Okay, so how do you decide what’s going to be best for you? So let’s have a look at that. So this is the decision that I went through. And so this is the decision that you can do. The first thing you have to ask yourself is what is best for the client? Always start there. So many people start with what is best for myself. And you’ll see in a moment that is equally important, but you must start with what is best for the client. So if you know that something that gives them short and sweet, get the results and get out is going to be best for the client. Definitely go for cause. Don’t try to turn it into a membership site.

If it’s not best for them, they’ll get to see that. Okay. so or if it turns out that best for them is that they want to feel a continuous ongoing support. So as they come across challenges and it takes a while, then yes, a membership site is going to be absolute best for those clients. So number one, ask yourself what is best for the clients? Now I’ve got a downloadable that is for you, that goes with this. I go to the podcast page and you’ll be able to see where it can download those questions to ask yourself about what is going to be best. Now, once you’ve worked out what is best for the client, now you may be obvious to you or it may still be gray. Now either way, the next question you have to ask yourself is what is best for you personally?

So this was a big one that I had to think about because one of my highest values is freedom. And having a membership site, something that is a continuity program means that you can’t say, I’m outta here for a few months, we’re closing this. Okay. Because people aren’t going to continue to pay while you close. So for me, that was okay, can I do this without being tied down? And so we’ll talk about that in a moment. So that is number one. So what is best for you? So for me, that’s where I mentioned right at the beginning that I recognized in myself that I get a lot of my job satisfaction from being part of the journey for people with people. For years. Rather than just giving them some help now and then they’re on their way. So for me, that’s where I get a lot of value.

That’s where I get my sense of achievement through my business. So for me, that worked really well for me, me working out how I’m going to create that in my business is is we’ll talk about that in a minute. So that’s you know that that was the second one. So number one, always start with client number two, then go against that. What is best for me if it doesn’t turn out that you know, you can, that you can be doing this as a membership site. It is never gonna work for you. Don’t do it. Okay? You may end up breaking your long course into a few separate ones instead. That’s another option that you’ve got. So always ask yourself, what’s going to be best for you. Now the next thing that you want to know is what is going to be best for your business.

Because if you are acting as the CEO of your business, you and your business as separate entities. So you need to know for you as a CEO what floats your boat. Like what makes you feel, yeah, that feels as if that’s going to give me satisfaction. Now you need to look at this other entity which is your business. So what is going to be best for your business? So a good thing to ask yourself is what other offers do you have in your business? Now one of my big concerns is I have a higher end program, the attract your tribe accelerator and that’s where people are working through my modules. But they also get me working with them at a really close level. It’s where they get direct feedback from me. It’s where they get onto private calls, where we map out their plan, where we do their 90 day plans, where we work out their launch, where I help them to personally working with them on working out their offer, their costing, their sales letters, their their sanity.

And surprisingly, a lot of the stuff I do is helping people to have balance in their life while the business grows. So you’ve got to ask yourself what happens with your business? So for me, I had a concern that I was, that this could cannibalize that program. So a big part for me was working out, okay, I need to be super clear in both these offers. What is the difference? I need to be super clear on that. So that was number one is to make sure that it wasn’t going to be confusing for clients where they’ll go, I’ll have that one. It’s cheaper rather than I’ll have that one and I’ll have this one if this is what I need. So very, very, very, very clear on that. So you need to ask yourself, what other offers have I got? You also need to look at things like, would it be good to have some continuity cashflow in the business or is that not an issue?

So look at what is best for your business itself. So you’ve got three entities there. Okay, because you are not your business. Now, there are two other things that I want you to have a look at or one of those is what are your strengths? What are you personally bringing in that are strengths in you that you can be giving to this program? Whether it’s going to be a course or whether it’s going to be a membership site. And I know that one of my big strengths is if I can get on a live call with either a group of people or with people individually, people can give me their problem and I can very, very quickly see what needs to happen and I can cut through all of the confusion and just say, do this followed by this, followed by this. I can do that very quickly.

And so it can be something that can save people hours very often, weeks or months of indecision and going down the wrong path. I can do that very, very fast. So I know that for me the strength that I have is if I can include some live Q and a where I am put on that spot that is going to help a lot of people. So that is my strength. My strength is also in creating checklists and content. It’s one of those things that I can, I know how to simplify things for people. It’s not necessarily something that I want to be doing all the time, but when I focus on doing it, I can do it really, really well. I do it every single week on this podcast with checklists. So that is one of the strengths that I’ve got. So that is included in this particular program because that’s my strength.

I knew when I was running a course, if I wasn’t doing those live Q and A’s, that there was, that was a big thing that wasn’t going to be helping my clients. So know what your strengths are now. So you think about what are your strengths is that something that’s gonna work better for a course? Or is it something that’s gonna work better for a membership site? Or is it something that you can be bringing into both? So really have a look at that cause that’ll help you to decide what you’re going to include. Now, the next thing that you also want to look at is what are your businesses strengths? Now the reality is when it comes to running a membership program of the type that I’m talking about, that is going to be ongoing support for people is there are, you need to have systems in place.

Boundaries and systems are absolutely essential because if you’re having a membership site that is not going to be costing people, you know, 500 a month or a thousand a month, something like that, that is more intensive of you working with them. You need to have boundaries because otherwise you’re going to burn out. You will limit the number of people you can work with. And importantly, if you’re not very clear on what the boundaries are, you’re going to sabotage any higher price programs you’ve got. So that is really important. So in the business is there within that business, the facility for you to be able to put boundaries on your time and still be able to give really good support to your clients. So I know for me, once I have reached a critical number in this new program, I will be bringing on somebody else that will be helping to keep people focused.

And you know, somebody who their real strength is to do with keeping people on track. So I will still be the person that is there doing that hot seating, but somebody else can come in and really keep people on track because the working with, of me really personally on that stuff is only for the hiring clients. So you need to be clear on boundaries that you have within your business. And can you do that within your business? And also what sort of systems do you have in place? So for me, I already have a virtual team. We already have a lot of systems. So as I’ve been putting together the transfer that the train, the, the changeover into the membership site, I’ve been creating standard operating procedures in their big format and in sending them to my team to say, create some, some procedures around these because this is what we’re going to need all around what’s going to be happening at the deliverables of the program.

So look at yourself and go, Ken, my business, systemize this. Otherwise you’re going to burn yourself out if it consists, if it doesn’t yet, what do I need in my business to make that happen? So just to go over it to make that decision. Always start with what is best for the client. Then what is best for you? What is business best for your business and the business model? Then what are your personal strengths so you can do the things that you’re in flow. Can you include that? And what are the businesses strengths? Does your business already have good systems? What can you do that’s going to be building on what you’ve already got so you don’t have to recreate. So that’s the decision process to go through. So you know, should I be doing a course or should I be doing a membership site or maybe I need to be doing a course with a membership site that is only for people who’ve completed the course.

That’s the other option you’ve got. So the, just checking if I’ve got everything here. So I told you that I was also going to talk about the importance of having a a launch as well. Now the thing that when you first starting your membership site is you don’t want to just open up the doors and then do all of your marketing and continue to do that marketing to get people in. Number one, first of all, people respond to a deadline. And also this is the important one. You want to make sure that your systems work. You want to make sure that what your thinking is going to be great for the clients once they’re in there isn’t what they want is are you able to deliver what they’re wanting? And so to start off with a founding members group, so an intake and then really focus for that first month or two with those people to get feedback from them on what’s gonna make this better.

What do you like, what do you think that I’m doing that I don’t really care if you don’t do it at all, you know, help them work out what you can be doing and not doing. So you know, then that when you open up the doors again, that you’ve, that you’ve got a system that’s gonna work, that people will want to stay. Because with a membership site, it’s not so much about the sales, it’s about the retention. You want people to stay. For years, when I launched wonderful web women like 10 years ago it started off with a membership sites and the originally there was nothing in there. So people joined and there was nothing. It was again, it had the, Hey, we’re about to, you know, we’re going to start running our first live training and then it will fill up. You know, I the, I had people who were staying on average, it was two and a half years.

So I know what you need to do to make it so that people stay. That’s where it becomes really valuable for you. And for those people. I did the sell once and then continued giving value and they would stay for years. So that’s, you know, one of the things that you really want to do is start with the launch with the founders circle. So that’s what I’m doing. The new program is called the success circle and I will be this week I will be opening up the doors and the success circle is we’re going to be just opening the doors for a couple of weeks and then that’s, it’ll be closed until the new year until I know that we’ve got our systems in place and I am seriously going to love on these first members. I’m going to be loving on everybody. But these first members, you know, they’re my partners in creating something that they want to stay puddle for years.

So I will be doing that with my own launch. And then after that, then you get to have the fun part of experimenting on does this evergreen marketing method work? Yes or no? Does this launch method work or not? Then you get to play, you get to experiment and that’s where the fun part happens. So and then also know that when you’re doing this, there is a tipping point because at some stage you will have enough members where between them they motivate and help each other so that your input does not need to be as much on a daily basis. But be very aware that when you’re first launching it, you’re going to have to put in that time to replace the energy that comes from having a critical mass of members to start with. It’s going to be you that’s driving a lot of that energy.

So that’s a really good thing for you to be aware of. Okay, so total transparency here. This has been my decision process. This has been something that I have been working on and making sure that when I make this go live that this is going to be something that gives incredible value to people and that I know that my business will be able to maintain and give that quality all the way through. Plus give me joy because I love being part of people’s journeys all the time. So keep your eyes open for that and and if this is something that you’re thinking, yeah, Janet, let me in, let me know. Then just drop me and drop me an email. Okay. And I will make sure that you’re going to be on the early announcement list. So then there’ll be some special bonuses for the first people that get in. So I’m super, super excited about this and and I’m really looking forward to working with that first group of people that come through as our founding members. Okay. Let me know what your aha is, where and what decisions you have made and go over and get the checklist I’ve got for you that walk you through that decision process. So you know if this will work for you. Okay, bye!

How to Get a R.O.I. from Your Podcast

How to Get a R.O.I. from Your Podcast

Have you ever wondered how much work actually goes into publishing a top quality podcast that builds your business with new leads and increases sales conversions?

To get the real answer, the best thing to do is go behind the scenes with someone who runs an agency that publishes podcasts for numerous businesses.

That’s what we’re doing today.

Charley Valher owns Valher Media, a company that does exactly that. He sees which podcasts get a ROI and which ones don’t and importantly, can tell us why.

We dive into the real truth of how long you can expect to publish a podcast before you start to see results, how much time to schedule each week, who you need on your outsource team and some great advice on how to know if your business is ready for a podcast yet.

Plus we share more than 21 ways you can repurpose your podcast into multiple assets you can use to totally milk your podcast for all it’s worth, so to your ideal client, you seem to be everywhere they look.

And as a bonus, I’ve created a free downloadable checklist for you called “21 Ways to Repurpose a 30 Minute Podcast Checklist”.

Here’s what you’ll discover today:

  • The definition of a podcast and why it is a lot like Netflix
  • What type of businesses are perfectly suited for a podcast
  • The type of person who will struggle producing a podcast… and so shouldn’t
  • Signs it is too early to add a podcast to your content strategy
  • Charley shares how his first podcast resulted in no leads after 100 episodes and the reason he realised it never would!
  • How even an unsuccessful podcast can grow your business through joint ventures with the guest experts
  • What happened to his clients businesses when they added a podcast to their marketing mix, even when other marketing strategies had stopped being effective for them.
  • We talk about drops in email rates, drops in webinar attendees and rising ad expenses and how a podcast can act as the connective tissue to increase all other marketing metrics.
  • Why now is the hot time for publishing a podcast (think it is mainstream enough now to find an audience, but still an unsaturated medium)
  • The importance of consistency and the team you need in place to make this consistency possible
  • I share the importance of the Romance Your Tribe Radio podcast in the launch of the new Romance Your Tribe brand just over a year ago.
  • The significance of the 6 month mark
  • How much time to allocate each week to publish a quality podcast
  • Why graphics matter and why a writer is essential

Plus Charley gives great advice on action you can take this week to get started.

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.

Click the image below to download the BONUS worksheet!

Charley’s Bio

Charley is the CEO and founder of Valher Media.

A company that specializes in helping business owners profit from podcasting.

He also hosts his own podcast “The Business of Podcasting” in which he shares the latest and most effective strategies and tactics for creating, growing and profiting from podcasting.

A Special Message From Janet

Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to  and you chose to join me on Romance Your Tribe Radio.


I’m honoured and  grateful for your support.

If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!

Read The Transcript Here

Janet Beckers:          Hello and welcome everybody! Janet Beckers here and I’ve got a wonderful guest on my podcast, talking about podcasting. Hello Charley Valher. How are you?

Charley Valher:         Very well, thank you for having me on the show, Janet.

Janet Beckers:          And if you’re here watching on the video, rather than reading the cheat sheet or the transcript or listening on the audio, come over and watch this on the video either on our website or on YouTube because I just reckon that Charley’s got the coolest set up in he’s background and he’s, um, high tech gadgets and, um, and I really do think your backdrop, Charley, is for me it’s like an inkblot test. Like for me, I just saw a piano board, whereas, um, you know, other people, I’m sure we’ll see windows out into the dark night or something like that. So, um, yes. So make sure you come and check that out.

So Charley, we’re gonna be talking about podcasting and Charley and I were just talking about some of the things that we’re going to be sharing with you. So get ready to take your notes cause we’re going to be looking at why you would do podcasting, why you would do it, and then how you can use it in your business. We’re going to talk about who shouldn’t use it and who should. And then we’re going to really talk about how are you going to milk it for all it’s worth. Because if you’re going to do the work, we’re going to make sure that you are seeing absolutely everywhere around the internet. So we’re gonna talk about how you can actually do that and not spend forever doing it. So, um, over to you, Charley, just to start with, can you just share with people what it is that you do and, um, and who do you work with most?

Charley Valher:         Of course. And, and very kind of you to say about my studio set up here. So for anyone having a look, we’ve, we’ve gone the extra mile to create a nice video set cause we do a lot of video podcasting as well. So as what we’re taking a look at the video and seeing does some of the stuff we’ve got in there. Um, as for what I do, um, I’ve got a company called Valor Media, which is a podcast media company and we’re a service business that actually helps people with their podcasts cause I’m of the firm belief that the expert who is the host of the show probably shouldn’t be doing anything else but hosting it so they can get a really, really big ROI on their time. That’s what we assist with. As for who we do that for it, we worked with a lot of experts, so people, Oh, who want to be positioned, maybe their authors, maybe their speakers, maybe they are coaches or consultants or bloggers. Um, but really in that sphere we like to work with people who basically, who know their stuff, they really know their topic well and then want to leverage that to be your platform.

Janet Beckers:          And you know what? I think practically everybody who was listening then when you were describing who do you work with, I would be very surprised if there was anybody listening here today that wasn’t going, Oh yeah, that’s me. Yep, that one’s me. That one’s maybe because we work with the same sort of people you know at the end. And a really important pass of the people who I work with, which are people who take people on transformation journey. So they take them from a to B with their expertise and then positioned as a tribal business leader. You know, the people that people see as a leader that they want to work with. And one of the best ways that I have found to do that is by consistently creating really high quality content that allows people to always get a glimpse of how clever you are and what results you get, how you can help people.

So podcasting is smack bang as a prime way to be able to do that. So I’m not surprised at all that the people who you help out the same people who I helped. So, um, that’s why I’m excited for everybody here to take some notes. I’m going to be challenging you as you are listening, as we’re going through some examples and as we’re going through what we’re doing, I want you to start thinking about how would you apply that in your business and if you do already have a podcast, how can you make a better from what we’re doing today? So let’s get started Charley. Well actually I was going to say we should, we don’t need to define what a podcast is because Hey everybody here is listening or watching to one. But that may be me making it a bit of an assumption. So what do you, when you’re talking about what a podcast is, what do you see it as?

Charley Valher:         That’s a, that’s a really good question. So for me to break it down, all I think of when I hear podcasting is what we’re saying is where someone who’s going to make regular content for an audience and it’s predominantly going to be an audio. That’s definitely where podcasting is at. But it can also be on video like we’re doing now. So I think of podcasting almost like I would with TV series. Well maybe the news where it’s a regular content form that can be absorbed by a particular audience.

Janet Beckers:          Okay. And I would like the idea that you’ve talked about it being like a TV series because a lot of times people will binge watch or binge listen to podcasts. I know myself as a consumer of podcasts when I’m at the gym, I will listen to two or three podcasts as I’m working out. When everybody else is listening to something music, I’m listening to personal development or business. Um, so yeah, the, it is like a television show. It can be binge-watched that’s a nice thing to keep in mind. Um, so now let’s move over. If you’ve, we know what’s, you know, people who are the experts, uh, people who are perfect for publishing a podcast. So, but that not every single person who is, they are, you know, you could be running a podcast. It should be. So let’s have a look. First of all, who reckon it’s perfect to be including a podcast as part of your content marketing strategy. And then maybe who shouldn’t?

Charley Valher:         Oh really? Good question. So obviously I’m going to be a little bit biased. Um, but deservingly is I think many people should do a podcast, but you’re certainly right in the idea that it’s not for everyone. So the things I would consider maybe a podcast is right for first we’ll start with who are the people I think can do really well from this. These are people where basically it, it pays to be seen as an authority. So if you were seeing on an X wanting to be seen and it could benefit, you’d be seen as an expert on your topic. Maybe that’s through AXA. Sure. A whole bunch of other things there. Then having a podcast could be a really good thing for you. The second one is it people need a lot of information to buy from you. So as an example, I’m just going to say a coach, maybe there’s a lot of business coaches out there and someone needs a lot of information to understand why they’re the right coach for you. Then a podcast can be a great way because you get to spend so much time with someone articulating why they are or are not the right fit for you. So there’s really big ones. I look out there that I think it is so crucial. So if you fall into one of those categories, then it’s likely that a podcast would be really great for you.

Janet Beckers:          Yeah. You know what, and I think it could be an important thing here to talk about that. You know, a podcast doesn’t have to be long. Like it doesn’t have to be half an hour or 50 minutes. It doesn’t need to be an in depth one. For example, I was on a podcast recently and I’ve actually, um, he’s been a guest here on our podcast. All of, he’s our eight minutes long, he’s podcast now. Obviously they have a very different format to what we’re doing here today. Um, but I think that’s also a nice thing for people to keep in mind is that you’re kind of in control baby about how you’re gonna use it. So what sort of format is going to be. So, um, keeping that in mind though, in the middle of you were saying, yep, you’re totally biased cause you’re living and breathing this is, are there any people that you think it’s not the wisest thing for them to do?

Charley Valher:         Yeah. And I want to look at this in a different light because you might be thinking maybe it’s a certain type of industry that you know, shouldn’t do a podcast. Um, and quite strangely I’ve seen people in a whole variety of industries that probably shouldn’t have a podcast and a worked out. Um, it’s amazing how many different depths, but I actually think what defines if someone shouldn’t do a podcast is actually more about them. It’s actually the business owner themselves. And I’ll describe it.

Janet Beckers:          Yeah.

Charley Valher:         So if your, the type of person that let’s say can’t commit to regularly creating content. If yours, someone that perhaps you know is sporadic and we’ll make content for a month and then doesn’t do it for the rest of the year, then podcasting may not be for you because it’s one of those mediums where consistency pays. So if you’re going to get into podcasting, you’ve got to look at this from the idea that you’re going to be someone who’s regularly creating a podcast. So that’s my first one that I look at and go, okay, if you can’t commit to maybe regular recording, that’s going to be a really big challenge in you getting a show together.

Janet Beckers:          Right?

Charley Valher:         The second one I kind of look at with here is that maybe you’re not quite clear on who your audience is or how you help them. So if you’re someone that’s early on in business and you haven’t worked out maybe where you fit in the market well, how you want to serve people, then our podcast may not be timing right for you. You might be a bit early on in that journey. So I think for a lot of people, I’m just, I’ll call it blindly here, but it’s like if you aren’t yet an expert on your topic or can’t offer something to this audience that will help them achieve a result, then you could likely end up spinning your wheels. Um, and I think that’s a really big hurdle for some people is that is darn create enough value within their podcast where they could actually produce a result for their business.

Janet Beckers:          That’s, that is a really good point. And actually I’ll, I’ll ask you your opinion on a situation that takes me back to when I launched my first successful business. We won’t go into little ones that didn’t work. So, um, because it was something that worked really well, then I’ll be really curious to see if you think it worked well. Now in the terms of podcasting, and this is the scenario that you have somebody who it has, it has a really good understanding of a particular niche and have a particular group. So for me, it was when I saw a wonderful web women and I, I really knew the frustrations of women who wanted to build a business online, um, because I had been them and I still was. Um, so I really understood the market well, but I did not have the expertise. I did not have the runs on the board to take people from one to the other.

I knew the theory, I had my own mistakes to make, but I was not the expert. So I positioned myself as the passionate reporter. So I wanted to build up a mailing list and really gets, you know, build up some relationships. And so I really positioned myself as, Hey, I’m like everybody else here that’s listening, but I’m the one that’s got myself and got the act together to find you and interview you. Now. That worked really, really well for me pre podcasting. Um, do you think that that is a situation that could work well now for podcasting, if you know your niche, you know the industry, but you’re not the expert, um, for you to be building a list in that way where you’re building up that credibility, um, really being very honest that your, the passionate report are not the expert. Would that work very well?

Charley Valher:         Well, it’s interesting. We’ve seen many successful shows over the years that take that type of framing. We’ll take that positioning. Um, and it definitely can work to a degree, but where it comes into things or where it becomes interesting I should say is that the idea being is that you’re hunting down these experts, obtaining some of that expertise and then showing people how you achieve that expertise or perhaps selling a product or service that souls in line with that. So as long as we’re not selling ahead of where we’re at or going out of our depth from there, then it can work really, really well. And I often think that I’m a curious person who’s trying to develop an expertise, can ask really good questions. They can often create really high quality content. The danger that sits within that type of show though, and I’ll, sorry, I’ll address the other side of it. Yeah. Sometimes a show built on that type of framing spends all its time making other people look good. It spends all their time positioning other experts and what someone ends up doing is probably selling a lot of their products and services. Sorry.

Janet Beckers:          That’s a good point. Yeah. So I guess if it means that your whole business model is going to be as an affiliate partner where you would, you know, the building your list and your whole idea is to shine a light on other people. But that is a really good question. So I think where you were saying about how for me, I found, because I knew that market really, really well. Um, I knew what questions they wanted, but I also understood a lot of it cause I was always doing it myself. I just wasn’t, I didn’t see myself as the expert is I found out I got expert by association because I asked really, really good questions and could have an intelligent conversation. So it only took a few, it didn’t take very long. And people said, Oh well you’re having really good conversations with really, really clever people say you must be really clever too.

Can I pay you all this money to mentor me? Um, so that’s a really good division. So if you’ve got a, you may not be the expert yourself, but you’ve really got to know that topic. Ask good questions and position yourself as the really, really intelligent Oprah. Um, off that. Yeah. Okay, thanks. Thanks for asking that one. I’ve sort of sprung that one on you, but it is, I know that there will be people here who are thinking is it too early? So that was a really great, honest answer. So can we just have a look at what sort of business building is it going to be? Because I do get people who say to me, okay Janet, I can see you put a lot of work into your podcast and you’ve been doing it for a long time. Now don’t miss a beat. Is it working? Is it growing your business? So I’m really curious to hear from you, like with all of the, cause you’re seeing behind the scenes, you know, you’re working with all these different podcasts, you’re working with all these different businesses, how, how does it grow a business? What can people expect realistically?

Charley Valher:         Oh look, I’ve got some stories to share here. I’m in a position where like I’d done a number of my own shows. I’ve also been a guest on over so many now. I couldn’t even count. I’ve been on so many podcasts and then today is like, I get to see behind the scenes in all the client’s shows so I can see how they’re doing things, how it’s taking an effect. Um, and I’ll take things back a little bit now and I’ll explain my first encounter. Um, so someone we mutually know, James Schramko. Um, I was a guest on his podcast and this is going back a few years now. And when I was on James’s podcast, the craziest thing happened that after the podcast I had someone contact me and it was for a sales call for something or selling at the time. And it was the easiest sales call I have ever had was like, someone was ordering a big Mac, right? I was like, Oh, what is this? I normally have to spend an hour, like trying to, you know, go through so many things, dealing with objections, explaining why I’m the right fit, and then all of a sudden this person was like, right. I just want that what you spoke about on this podcast. I want it. And I was like [inaudible] almost caught off guard. I think I nearly like ruined my chance of sale based on the idea. I’m like, are you sure? Like do you have any questions?

And I remember it. I’m very, very wrong. Might wow, don’t do that again. But I had this experience, um, that led me to believe how powerful this medium was. And you said something before which I think is so powerful, which is called famous by association is cause I had leveraged the power of James show and positioning with him. It was able to make that as a trusted source where say I was really, really easy and I looked at how much effort I was putting into all these other things to try and create that same experience. We’ve not so much luck. And I was like, right, there’s a lot of power in getting someone to spend time with you on a podcast and having a really good understanding with you before, um, a sale is made. So this is the point where I’m like, I’m hooked.

I mean like I want these to happen all day, every day. Fantastic. So, uh, we, we built a show, we built my first podcast and I was like, awesome, I’m going to do this. And it’s got, we did a hundred episodes and I want you to guess how many leads we had, how many leads you had from the podcasts we’ve got. I’m like, I’m hooked on this experience, on like my first podcast, but going in it a hundred episodes and guess what happened? Well, I’m just, I’m just going to put out one per episode, a hundred that was an absolute disaster. Actually, zero was absolutely horrendous. So we had this experience where it’s like, you know, I’d seen what it could be and then I tried to replicate it for myself and it went absolutely terribly as if you just gave up after a few. 100 is a huge commitment.

Yeah. Well it just goes to show that if you aren’t clear on how to do well in the space or you don’t know how to model a successful show, we’ll leverage the experience of someone who’s winning in podcasting. It’s really, really easy to spin your wheels. It’s really, really easy to waste a whole bunch of your time and source. And I want to emphasize that point because so many people I meet, uh, or want to come and work with this. I’ve spent a year [inaudible] a show that was never going to see them success because they didn’t know how to do it. It’s like baking a cake. If you’ve got the right ingredients, it’s not that hard. But if you’re trying to like make up the recipe yourself and pick the ingredients, you can fall out of the lane really, really quickly. Um, but what was really interesting about his experience and all, I’ll go through this in a little bit more depth here.

While we didn’t actually produce any leads from the podcast, we made an absolute killing from working with the guests we had on the show. So despite zero leads, we had built all the relationships and JV partners behind the scenes to turn this into an incredibly profitable podcast. So something I’ll articulate here, which I’m very, very confident you have experienced with how long you’d been doing podcasting or content marketing is disliking zero leads from the podcast. I was getting speaking gigs, we were doing joint ventures with the guests who come on the shows like this was a wildly profitable, profitable experience. And I’ll look at this and I’m like, so my first experience with podcasting nailed it and got this amazing sales experience that I wanted to right. Couldn’t recreate it cause I wasn’t confident in what I was doing. I was just on a copying shows that looked successful and try to work it out.

But then we were killing it behind the scenes with guests and I’m like, Oh wow, this is just becoming more and more interesting. But my determination, uh, to get a podcast working continued on. So I stopped podcasting for a little bit. This is when I was just doing it for myself. And then, um, I’d gotten to a point where I was working with a few other businesses and we’d noticed that their content marketing had just fallen off a cliff. And this was about a year ago, and I don’t know if you experienced any of this, but it’s like we used to get a ton of reach on Facebook, like just putting videos in or promoting things from there. Like Facebook organic used to work, used to work well yeah. And do you know what people used to open our emails like um, and we love but it’s like, you know, gone are the days of like 50% open rates on average. Well for us anyway we noticed really big declines and then the next part was that we noticed, hang on these webinars show up rates I can crappy. Like so we’d gone through all these phases where a lot of the traditional content marketing things we’d been working on to that point just kind of started to decline and weren’t working as well. I saw that because I think practically everybody who I know goes sort like,

Janet Beckers:          you know, to their, to their buddies, you know, who are in the same industry. Like can you help me out? Like I’m really starting to notice like people aren’t leaving comments on the blog post. So my open rates click through rates gone. Like they hate me. What am I doing wrong? It’s really lovely when you hear somebody else go, it’s not, yeah, it’s across the board. Yeah.

Charley Valher:         Industries change and content marketing is a phenomenal example of that. I mean, when I first got online, Google AdWords was like one and 2 cents a click.

Janet Beckers:          I know. Yeah. I used to use it all the time. I had a whole program I sold on DVDs that I would post out to people on how to use, um, you know, Google ads because it was the thing to do. Even I could work it out. Yeah,

Charley Valher:         absolutely. Like, and this is one of the things we re we really, really look towards. So, um, on the back of seeing these things, probably about a year and a half ago, a, we’re like internet marketing and content marketing particular was changing drastically. Like we need to do something different. And we got back in and we launched some new podcasts with some new perspective. And what was crazy is that the podcast became the connective tissue to actually turn these businesses around. So it’s not that we stopped doing webinars or we stopped doing other things. We just found that if you have a podcast for your business and you are bringing an audience together and then you’re leveraging that audience and then maybe taking them to webinars or other value things from there is we started to see numbers like the old days we started to see businesses get really, really crazy from a growth perspective.

Janet Beckers:          That is really interesting. And so what was causing the growth? Was it the joint ventures do you think?

Charley Valher:         To loop in a few things from here. So I’ll just make sure I’m articulating this well cause I often get excited and skip parts of my stories and people need to pull me up. So just pull me up.

Janet Beckers:          That’s my role. I’m the mum and I’m holding this whip very lovingly.

Charley Valher:         Just to recap here, as I’d had that first experience where I’d got a sale really easy. I’ve then gone into my own show, got no leads from the show, but we developed all these JV partners. And then that was how we grew, uh, outsourcing angel, my company at the time. We then ended that show. So that show stopped because we had all these wonderful partnerships now. Like it was developing well and then I’d gotten into some other businesses and they were doing well in content marketing and then they started to decline. And then sure enough we reintroduced podcasts into their content marketing mix. And then that had been like the pitcher on the fire to accelerate those businesses. So why these businesses or why these stories so important from here is that if your an expert or someone that’s already doing some form of content, bringing that podcast into that mix is the thing that starts to act as the connective tissue to build really high quality leads.

People you have deep relationships, past, um, short content. So when it comes to like applying to these businesses now the podcasts have been ending up as their main lead source and that’s what we really like to see from all our clients. It’s been a fantastic experience to see from there. So why it’s working or I feel, um, from what I see all that, why I feel podcasting is working so well. Podcasting is kind of where blogging was maybe five or six years ago, where there’s still really a lot of capacity to go. It’s a hot market. There’s also a lot of people like growing into listening to podcasts. It’s become mainstream from there, which is really, really exciting. We’re also seeing it companies like, uh, Apple, Spotify and Google investing heavily into bidder technology. Anything podcasts more accessible.

Janet Beckers:          Yeah. I really love how you said that. You know, and I’m also just reflecting on these podcast that people are listening to now because I used to, you know, my business pre podcast was all interviews like every single week. I did interviews for years and years and years and years. And that grew my business, not just because back then people would actually pay for the recording and the transcript what grew it was the relationships that I had with all these beautiful people who I interviewed because not only did I learn a lot from them and I made it that I took an action every single week on whatever I’d been taught. But the most important part was they became joint venture partners. They offered me opportunities. They, you know, say come over to our country and you know, speak at our conference or, you know, we’d like you to be a joint, you know, to be on our faculty and, you know, we’ll promote you all the time as long as you come and give your expertise, like opportunities that you would not get elsewhere.

And, but interestingly, in a couple of years before I close, wonderful women and transferred to this brand, um, I had stopped doing them because they weren’t working as a business model. And I had been thinking, right, just be sensible, Janet just only do the things that are gonna bring in the money. And I really felt the energy in the business drop and my relationships with joint venture partners was harder because I had to consciously outreach to nurture those relationships and start new ones. So one of the reasons why I launched run at you tried radio at the end of last year when I did all of our rebranding to run actual tribe was very, very specifically, the podcast has been an absolute essential part of the establishment of this brand because one, I absolutely love it. Like I love these stories. Like I could talk all day to you, Charley. Like you’ve just, you know, got great stories.

But also importantly, the relationships that you create. It just means that you don’t have to work so hard to create a really influential circle around you and to have those people that know you and your business well enough that you know who it is that you would like to be able to say, Hey, we all promote you. If you promote me, what do you know that you’ve got people who you can trust. Um, and so it’s, it’s really for me when you’ve been talking about that story, I could say that it’s been, that would’ve been very difficult to have built the brand and to have attracted higher end clients. Um, but that’s one of the podcasts it’s designed for the higher end clients is, would have been harder without this, it would have been a lot more being a lot more reactive and I can see that a podcast for my business and my brand has worked exceptionally well in that way. So when you were talking about it being the connective tissue, it’s a great way to describe it.

Charley Valher:         That’s how I think about it a lot. And it’s great you’ve been able to, obviously I’m preaching to the converted, but these are just so many of the facets of like why I love podcasting so much minder, my kind of experience has been, is like podcasting is probably the only marketing that actually pays compound interest. It’s something that continually builds on top of each other, provided you keep releasing content from there. Again, you know, not to bad mouth Facebook ads, we love Facebook, but one of the things that drives me nuts with Facebook, Instagram, LinkedIn is that if you make content and you put fit into these feeds, you might be there for 15 minutes, maybe a half hour where podcasting is this really interesting thing where it’s like because we’re building a relationship and the intent is for repeated use, like a TV series. Why people know with podcasts there’s going to be another episode. So I kind of feel like it’s become the sweet spot if your looking to develop content marketing these days. Yeah.

Janet Beckers:          Okay. So now let’s have a look at, cause you’ve talked about um, you know that it does, it is the gift that keeps on giving. It is, it is a long game. It’s not the kind of thing where you’re going to put this out and it’s going to result in sales. They’re not sales pieces. So let’s look at what’s actually involved. Like a bit of a reality check of what is involved in actually producing a podcast so that people can make that decision. And then let’s talk about one of my favorite subjects, which is how do we milk it for all its worse, like, you know, total sort of like take what you’ve done and how much can we repurpose this easily or simply, um, so that we can really make the most of it. So, and this is your expertise, Charley. You’re the man that does this stuff. You and your company, that’s what you do. So let’s get a reality check of what’s involved in actually producing it so that people will, can make a decision about is it something they do themselves or is it something that they outsource?

Charley Valher:         So I want to give people a bit of a point of view because I feel like I’m probably uniquely positioned to answer this. He’s like, you know, how long do you have to commit to podcasting to see a result? I get this question all the time, but I say to people six months, we noticeably see people starting from scratch with no following. And no list. If they commit to a system that I’ve built and do that for six months, they will see a notable, noticeable difference in their business leads. They’ll see following, they’ll see email list spill. They will ideally, if they can sell or have something to sell, they’re going to see more revenue and profit in their business. Excellent. So that’s the timeline I would get people to look forward to. And some do it a little bit quicker. You know, I like to give a conservative average of six months is the expectation.

Nice. That’s, that’s gold. Thank you. That’s a really nice reality check. So now you asked a good question about like what does it really take? Yeah. Funnily enough, I’ll go back to my first podcast. I had an assistant and I just gave her the responsibility. I’m just like, um, you know what you can do with this. It’ll probably take your work, you know, few hours a week. It’ll be fine. Because I was completely ignorant of how much is in podcasting. Um, and when, uh, I, I got a message from my assistant at the time and she was like, I’m burnt out. I needed to, I need some time off. And I’m like, what are you, what are you talking about? Like what’s, what’s going on here? Not realizing how much is involved. And this is such a huge mistake of so many people when they get into this space is their perception is that it’s, you know, it’s easy and there’s not much to do and it’s, it’s just like putting a post on Facebook like truly.

And so podcasting is a lot more in depth in that and requires different skillsets to do well. So I’ll give you guys an insight to who sits on my team and what roles they feel is going excellent. To do a podcast. Well you definitely need an editor. So we’ll start with the obvious one. You need someone who can make your audio and possibly video sound and look good. So straight out of the back. Uh, I know for example, we haven’t on this podcast, but maybe there was a mistake we need to remove. Maybe Charley did something he shouldn’t have and we need to get that edited out, um, or a whole bunch of reasons to just improve sound quality. So there’s an ended up, the next part is we have a designer. So you know, being seen on social media and having your brand done well is really important these days.

You don’t want any… how can I put this? Like crappy graphics you did yourself unless you are a designer. Oh, absolutely. It connects, it can actually distract from your credibility. It’s brand damaging. If you use, um, templates that are, maybe I’m not gonna, again, I love Canva, but if you use templates that everyone else is using and you push that with your brand, it makes you look like you’re at a lesser state or that devalues your brand. In all honesty, we have a designer on the team. We have someone who does, um, proper branded graphics to make the show look professional instead of thing. Um, the next part is a writer. You’re going to have a good writer on your team. Now I’m with every part. You’re like writer. This is, this is a audio or video medium. Why do you need a writer, your show notes and titling. So this is the information that goes with podcast a critically, critically important because this is the inflammation that someone gets to actually find your show. So, um,

Janet Beckers:          actually that I really want to reinforce that one cause I do those myself. I’ve tried getting other people on my team and I get, I get cranky cause I think, Oh how, how can that be? But it is hard. So um, yes. So and it’s to do it well, it’s um, you need somebody who, who can actually write so yup. Spot on. Reinforcing that one. Yep.

Charley Valher:         We dig into that so deeply. Like we actually have a copywriter and a proper content writer on the team. And the reason is this, I’ll give this away. I don’t normally give this one away, but I will is that if you’ve got a good writer and you’re publishing your podcast on your website, the chances are you can rank for your guest’s name. So you can often get some really good free traffic if you know how to actually position things. And this contributes to the growth element. So, um, those show notes, the way your social posts are written, your emails, all those things. So, so crucial when it comes to podcasting and having good written content to go with your show plays a really, really big role. There are what are called like your asset builders. So they make assets that you can then put onto things.

You can put these onto the platforms whether it’s audio or video. The next part of the team is the publishing side of things. So this is the organizing of when things get published on what channels or they get published and how they go out. So there’s four distinct roles when you kind of look at it from there and they all play a part in getting your podcast out live and running. Well now based on we can see why my assistant was probably having a breakdown. Now when we start to think about how all these other elements involved in, like my finding is that it’s always, it’s not often one person who can fulfill these well. So trying to put the responsibility of a podcast who into one person who can design edit, right. I think he’s a unlikely

Janet Beckers:          yeah. Yeah. I’ve tried that before. It doesn’t work otherwise there’s other going to be parts that you’ve got to do or you’ve got to outsource independently. It doesn’t, yeah. Very rare for somebody to have those skills.

Charley Valher:         Yeah. And so, yeah, I mean, and this is an opinion, but it’s a strong one. I think if you’re someone sitting here and you’re going, do you know what a podcast sounds like? A great idea for me to demonstrate my expertise then Oh you should be doing is selecting the guests and making the content and then you need to be handing that stuff over so you get a maximum ROI on your time. Yeah. Cause that’s the part that no one else can do. And all the rest of this stuff can be outsourced or using a company like mine, um, relatively inexpensive in compared to what your time is worth or what you could create in your business.

Janet Beckers:          Absolutely. I would not suggest anybody tries it. I would not even launch a podcast unless I had a team who was going to be doing it for me. Um, and that’s even as a business that is a startup because the time that it takes you to do this sort of stuff, as you were saying, you know, your assistant burnout is, that is time that you can be spending doing the stuff that is your natural elements. You know, that can be the stuff that you can be spending on sales calls or um, you know, servicing clients, doing those things that only you can do. So absolutely. I would just really say, don’t even try to do it yourself. It’s a, it’s a great way to go broke.

Charley Valher:         I couldn’t agree more, Dylan, that one the hard way, like, absolutely. But I mean, obviously now we’ve turned this into something much greater, which is a huge leverage for me.

Janet Beckers:          Yeah. Yeah. And you know what, we’ve, I’ve done the same way, like we’ve really systemized ours and I have a team that has, you know, a graphics person that the geeky people, these sorts of things, um, that we have in house. And for me it’s, even though it takes me, you know, I commit this is a big commitment of my time. Um, it’s, I’m only doing the bits that I’m good at and everything else, I don’t, it just happens like magic, you know, this, the um, you know, it’s like the house sells from um, Harry Potter. That’s my, my virtual team. They just make it all happen. So that’s what you want to do.

Charley Valher:         Well I just wanted to lean into that a little bit cause I again want to set an expectation from what I’ve seen. Um, we’d, some of our clients, we’ve been able to get them to a level where basically one day a fortnight they commit to recording time and they’ll also use some of that time to actually find guests. So they probably committing a chunk of time once a fortnight, then recording a batch of episodes in that time. And then they’re handing all of that over. So from a time commitment for someone who wants to release a weekly show, I would say it’s probably half a day, once a fortnight spent on content creation and uh, it’d be hunting down some guests that you particularly want.

Janet Beckers:          Yeah. That, that’s the spot on. You’ve given some those sorts of things like don’t expect results for six months and uh, you know, half a day, a few hours. Yeah. Half a day, every two weeks. [inaudible] that is spot on. That’s what I’ve experienced as well and that’s really, really unrealistic. That’s great. Um, so now let’s just look at, um, just wrapping up about how are going to milk it for all it’s worth. Cause I love this whole leverage part. I love the idea when when people come to me, my, my peers come to me and go, yeah, you must have an amazing marketing machine that you’ve got happening there. Because I just see every day there is something out there that is content that you’ve created, that’s going out there on social media or going out to your email, going out on to Instagram live, you know, or um, or Instagram, TV, all these different things.

You must be really, really busy. And I’m just going, no, because we do like I do in house. What you do for your clients is totally milking it for all it’s worth. I love this stuff. Um, I love the idea of seeming clever and busier than I really am. So what sorts of things can you recommend for people? Okay. You’ve recorded your podcast. I love doing it as a video and then using the audio, but people don’t have to what some of the things that people can do to really milk that podcast even beyond the day that it goes live.

Charley Valher:         Oh, there’s so many here and I’m glad we brought this up. Um, because it, again, I don’t think you can get this amount of leverage out of any other form of content marketing, which is why I love podcasting so much. So, um, as we’re even doing now, we record most of our shows, 95% of our shows. We either our own or the ones we work with, uh, video these days and adding video in straight off the bat. He’s one of the ways we add leveraging because as soon as you make a podcast video and audio, you open up the ability to take advantage of YouTube video or Facebook video of Instagram, like from a marketing capability video gives you access to all these other platforms. So I’ll start going through these, but I might get excited. You might have to wheel me in [inaudible]

Janet Beckers:          okay.

Charley Valher:         When we record an episode. So if we were going to record this episode, which we’re recording one now and I gave this to my team straight out, they’re turning this into an audio podcast. So this is going to be published on iTunes, Google, Spotify, Stitcher, all of them. So we’ve got that audio element. The second thing is they’re turning it into a video podcast, which I know you do as well. So there’s going to be published the full video on YouTube, probably iTunes as well. And probably we Facebook as well. So we’re getting those four things. The next thing we’re getting out of that is when our show notes, we’re also turning that into a blog post. So getting your notes written really well. He’s also creating website content and you can put your video and everything else on there as well so you can see where splitting this out really well.

Then on the other side of that, whenever the first paragraph is of our show notes is also going to be our social media posts. So there’s our LinkedIn posts, there’s our Instagram posts, that’s our Facebook posts. So it’s, and then also we spin out an email cause people need to know when the podcast is coming out itself. So again, using that same body of show notes, you’re able to turn that in on an email to let people know when the podcast is out, which I think is great. And then one of the new ones we’ve been playing with, which I really, really love, is we’ve been actually using snippets. So taking short pieces of content from the actual longer episode and then using that as pieces to encourage people to come and listen to them the full episode. So maybe there’s particular kitchen that we could use that and then that’s another day’s content.

Janet Beckers:          That’s a great idea. [inaudible] do you do, cause that’s something I don’t do well enough that I think that we could do. So we, we’ve got potential to go back and milk so much content that we just, we do a good job I think. But there’s so much more you could do. So do you, when you do your taking snippets, like do you do that audio or video or written? What do you do with those bits? I’ll give you the highest leverage one and I’m not done yet with these leverage. Right. Oh [inaudible]

Charley Valher:         um, okay. So then the next one we’re going to go through from there is when we’re doing snippets, particularly at the moment we’re doing square, so four, three ratio and we’re putting captions on that square with the question that is being asked at the start of the snip snippet and then publish that straight on Instagram stories, Instagram feed, Facebook stories, Facebook feed, IgE TV, LinkedIn, super, super high leverage at a one format without having to change too many things around. Um, and it’s proving and again, to put more leverage in something I’ve been doing to like amplify my reach is I’ve been running Facebook ads to those snippets and then giving a people a link to listen to the full episode of the podcast. And then that’s how we’ve been growing out of this issue on some of the shows.

Janet Beckers:          Oh, I love it. That is clever. I’m going to have a talk to my team about that one. I think that’s a really clever thing to do. Um, so yeah, that’s, that’s a a perfect one. So are there any other ones that, um, that people can be thinking of that they can be milking? And by the way, this is something you would, your Tim does all this stuff for people, don’t you say?

Charley Valher:         Well, across this, this is our, like we certainly don’t do everything, but what we do do, we do very well and like where I am to be the number one podcast media agency around podcasting, we want to be the best at it. That’s what we’re striving for. Um, but if it’s going into other realms, like that’s not our area. So we very much stick our lane, but I’m actually gonna do one of the forms of leverage while we’re actually on the podcast. Are you ready for this? Every time I have a podcast episode, I also make sure to take a photo of my screen with them and I’ll put that in my Instagram story. So tease out, Hey, there’s going to be an episode with me and Janette coming out soon.

Janet Beckers:          That’s like right idea.

Charley Valher:         So, um, these are the, some of the ways you, you get to start thinking creatively and thinking differently. Um, but I’ve got more, I’ve got time for one more. Go for it. Go for it. Okay. So one of the things where we look for leverage in this, um, is that you also have guests often to work with. So an extra layer to kind of throw on top of that. Um, you know, this is your podcast now, but when that episode comes out is letting me know it’s out so I can share it with my audience as well. Yeah. And this is really, really powerful because, um, in this example here, if I post this out, which I will, I will promote this of course, but it’s, my audience will then be exposed to Janette’s audience, but not through finding this person cold through me saying, Hey, you should listen to this podcast. People are going to be much more trusting straight away.

Janet Beckers:          Mm. That, and that’s a really powerful one. That’s one that, um, and you’ve got to make it easy for people to do that. So you’ve got to send them some sample copies, some images, you know, things to make it really, really easy for people. Because if you’ve done a great interview, people are usually really quite happy to share cause they want to brag, you know, sharing their, you know, Hey, I know what I’m talking about. People have me as a guest. So, um,

Charley Valher:         you want a little, little secret one there again, the little little strategies, little secrets. Yeah. I mean I aim to be the experiment for all the clients. So if there’s any thing I’m trying on my own show, um, I’ll always share it and go, Hey, I think we should be doing this. And um, it’s a really good leverage point for me. It’s like getting people to share your stuff once they’ve been on your platform or, or your podcast. I’ve found one of the most effective ways on social has been to tag them in the post. So when we post the snippets, rather than emailing them and saying, Hey, your episode’s up, can you please share this link? Oldest, start tagging them on all the platforms, whichever ones they’re on. And it’s been really, really easy for them. They just have to hit the share button on their social.

Janet Beckers:          Yeah, that’s a great idea. That’s a great idea. Having a system around that. Yeah. My mind is automatically going to, okay, that’s a step in the system. Okay, we’ve got to, yeah, that’s, that’s really good. Oh, and yeah, these are the kinds of things that make such a big difference. They are the ones that end up with people saying, wow, you seem to be everywhere. And it’s there. They sure they work, but you’re getting somebody else to do all this stuff. So it’s really, really milking. I love it. That’s Charley’s loaves and fishes, a version of the podcast. So, um, that’s, yeah, really, really good. Um, for people now actually all share you one extra one before we go. But something we’ve just been doing for our last few podcasts is instead of writing a long blog post that went with it, apart from the show notes, what I’ve started doing is to create a worksheet that’s really just, you know, questions that you can ask yourself so you can take action for the podcast. It takes me less time. Um, and it’s an opt in. And so we’ve just been trialing that for the last, say six episodes. Maybe a bit more and we’re getting more and more opt-ins every single week, um, because people are wanting to get that, um, that cheat sheet. So yeah, that’s just a, another thing that you can do to be leveraging what you’ve done.

Charley Valher:         We can’t stop here now. We have to, you’ve opened a can of worms. So that’s probably one thing we haven’t covered. Right? You know, we’ve spoken a lot about how do you create leverage on the front end, how do you leverage your podcast to create more marketing material to bring them to your show is incredibly powerful. I again don’t think you can find a more leverage platform than podcasting, but what’s amazing is the leverage it can create on the other side. So what you’ve just described is what we call a content upgrade. And if you can create high quality content upgrades to go with your shows and I’ll give you quick examples. So as you said, questions to go with it. Frameworks, templates, he studies, um, my favorite ones at the moment. And if you can create those types of companions to go with your show, that’s how you can really successfully move people from your show on the things such as your email list I think is really, really powerful. To give you some good data as well. The main monetization point for people coming from their podcasts that work with us is getting people to make that jump from their podcast onto the email list and then they’re sold from the email list. So that is the higher point on a podcast.

Janet Beckers:          That is a great point and that’s probably a great one to have for us to finish on because honestly I could, we could just talk about this a lot. I get excited about this stuff because I’m, you know, that’s the final thing is, you know, this is where you’re taking the people who are from the listeners to get them onto your list and that’s where you then got your followup. This getting them to the sale. And so always be thinking in reverse. Like, you know, what is it that you sell to people? Who do you sell it to? What’s, what, you know, how do you sell it? Like are you ultimately wanting to get people to a sales page or a phone call or whatever, then you’re gonna go back to if that’s what’s gonna get them on my mailing list and how does that relate to this particular podcast?

Who’s going to be the best guest? You know, if you just think backwards that way you’re gonna make money from it and it’s going to be worth you doing. So if he can’t answer any of those questions along the way, Hey, that’s what Charley and I’ll do. We can help you with that stuff. So, um, that’s going to really turn this into something that is profitable for you. So, um, any last action steps for people to take this week? What’s one thing that people can do this week that’s going to help them to start down the path of a podcast if that’s what suits them?

Charley Valher:         That’s a really, really good question. So if you’re someone who’s sitting there and maybe started to show what you’re thinking about doing a show, the first thing I encourage you to do is actually do a bit of market research and have a look at how other shows are doing in your niche or area. And I think what happens to a lot of people is they get really inspired. And I’m a big believer in follow the money and I’ll just give you one nugget here. When you look at how many people are investing more into podcasting, how many you making more of an effort to do podcasting as a part of their business? Um, I wouldn’t be doing that if the returns weren’t there. So I’ve always been a big believer in follow of the money and look at what the industries are doing and this is the hot market at the moment and certainly one that’s gonna keep growing.

Janet Beckers:          That is brilliant. That’s great advice. So go and do that people. And um, Hey, you’ve listened to one here. Hopefully you’ve got some ideas that you could be using in your own. So for people now, if, where can people go to, um, see what you do, Charley, and to be able to connect with you? Well, if people want to see a lot of the things we’ve spoken about inaction, the best place they can go is to check out my podcast. The podcast is the business of podcasting. You can kind of guess we use talk about how to leverage a podcast, how do you make it the business side of podcasting works. So that will help you generate leads for your business, help you generate more revenue and more profits. Excellent. So that’s, and so they can find that like, Oh, we’re all good podcasts I found.

And we’ll also put links on the podcast page. We’ll have links for where you can go and find Charley and you can find links to, we’ll put the links over there to get to his podcast as well. So you can go and for everybody that’s listening, the best thing that you can do for Charley and I, um, is we really want to hear if you take action. Honestly, it is core to, we know why we do what we do is we want to know that somebody has listened and taken action. So if you’ve done this exercise that Charley’s given you, if you have done anything else that you’ve done to tweak your own podcast or be starting your own podcast, go and find Charley, let him know. Let me know. So either find me, everyone, social media, drop me an email, um, or when I would be exceptionally grateful for is if you’re on iTunes to leave a rating and a review. What did you take action on as a result of this particular episode of this podcast? I’d love to hear from you and then we can help other people find this stuff as well. So thank you so much for your time. Thank you again, Charley. You have so over-delivered. This has been one of my favorite podcasts because it’s where there’s a Simon the action steps that people can take from here. So, um, thank you so much for today. You’ve been brilliant. There’s an it.

Charley Valher:         Thank you for having me.

Janet Beckers:          Bye everybody!