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040 — Deirdre Helps High-Ticket Coaches Who Do Podcasts Make Money With Social Media

Want to learn more about the world's first AI-powered podcast copywriter?

Deirdre went from ex-banker to building 4 businesses generating multi-million dollars and hosting 5 podcasts, all while being a wife and cat-mom.

She wants to show you how easy it is to get known online and grow your business while juggling your (very full) everyday life!

Christina talks with Deirdre Tshien about some of her ups and downs, what she learned and pivoted, and how she got to where she's at?

Questions

  • Would you mind sharing some of your ups and downs with our listeners, and kinda what you learned and pivoted, and how you got to where you're at?
  • What's a problem that you would want solving?
  • Tell us why you like, what does that actually do?
  • How do we actually niche down?
  • What advice would you have for them if they're just, ya know, ego-fueled podcasting?
  • How can you create this content in a way that actually gets you an outcome that is gonna be
    beneficial for your business?

Links and Resources

Join ETA for Free

For more entrepreneurial insight, subscribe & join our community at etatoday.zone & learn how to build a business that enables your lifestyle instead of taking over your life.

Read Full Transcript

WEBVTT

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- Hey, busy business people.

00:00:02.400 --> 00:00:05.730
I am here today with another
entrepreneur taking action,

00:00:05.730 --> 00:00:06.630
Deirdre Tshien.

00:00:06.630 --> 00:00:07.967
Did I say that right?

00:00:07.967 --> 00:00:09.083
I hope I said that right.
(Deirdre laughing)

00:00:09.083 --> 00:00:11.944
- You're pretty good for your first time.

00:00:11.944 --> 00:00:13.080
- Yay, cool.

00:00:13.080 --> 00:00:15.240
I watched some of your stuff
to see you pronounce your name.

00:00:15.240 --> 00:00:19.650
So Deidre helps high-ticket
coaches who do podcast,

00:00:19.650 --> 00:00:21.180
make money with social media,

00:00:21.180 --> 00:00:24.176
and I am getting the scoop
today on how she does it.

00:00:24.176 --> 00:00:26.679
(upbeat music)

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(upbeat music)

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(upbeat music)

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(upbeat music)

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Okay, so like I said before
we started recording,

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like I think there's so much to learn

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from other people's
successes, failures, journeys,

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ups and downs.

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Would you mind sharing
some of your ups and downs

00:00:48.690 --> 00:00:51.360
with our listeners, and kinda
what you learned and pivoted,

00:00:51.360 --> 00:00:53.184
and how you got to where you're at?

00:00:53.184 --> 00:00:55.127
- Yes, where do I start?

00:00:55.127 --> 00:00:57.880
It was so much along my journey.

00:00:57.880 --> 00:00:59.100
Okay, so I'm gonna take
you back all the way to,

00:00:59.100 --> 00:01:00.780
ya know, 2013.

00:01:00.780 --> 00:01:02.310
So almost a decade ago,

00:01:02.310 --> 00:01:04.800
when I started my first ever business,

00:01:04.800 --> 00:01:07.290
and that was with my husband.

00:01:07.290 --> 00:01:09.450
We started at The Choc Pot.

00:01:09.450 --> 00:01:12.120
It's a dessert bar, based in Sydney.

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And, can I tell you, I would,

00:01:15.270 --> 00:01:17.730
this is definitely a pothole
that I would highly recommend

00:01:17.730 --> 00:01:21.960
that people avoid, which is
to start your first business

00:01:21.960 --> 00:01:23.250
as a brick-and-mortar business.

00:01:23.250 --> 00:01:24.960
It is hard.

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It is tough.

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We had no idea going into it,

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what we were gonna be in for,

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cuz your, ya know, you've
committed to a lease.

00:01:35.190 --> 00:01:37.890
So that was at least the
next three to five years

00:01:37.890 --> 00:01:39.210
of our life was like, okay,

00:01:39.210 --> 00:01:42.630
we have to be, we're in this,
and we have to make this work.

00:01:42.630 --> 00:01:44.760
It costs a lot to fit out a place.

00:01:44.760 --> 00:01:46.770
So we are already in debt from day one.

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So yeah, stay online if you can.

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That's my first piece of advice there.

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But it was a lot of fun.

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Honestly, like we did struggle.

00:01:58.200 --> 00:01:59.160
I'm not gonna lie.

00:01:59.160 --> 00:02:02.308
I think that's just normal,
being a normal entrepreneur.

00:02:02.308 --> 00:02:04.320
It took us months and months and months.

00:02:04.320 --> 00:02:08.473
It felt like a lifetime before
we actually managed to get

00:02:09.540 --> 00:02:11.640
our brand and our name out there.

00:02:11.640 --> 00:02:14.130
And I honestly, at the time,

00:02:14.130 --> 00:02:16.109
I didn't even think that
we were gonna make it.

00:02:16.109 --> 00:02:17.965
If I'm gonna be super honest.

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But we did, and we
actually grew that brand,

00:02:21.120 --> 00:02:23.760
so The Choc Pot to five locations.

00:02:23.760 --> 00:02:26.457
We also started a burger
restaurant alongside that,

00:02:26.457 --> 00:02:27.630
Stax On Burgers.

00:02:27.630 --> 00:02:29.730
So we grew that to two locations.

00:02:29.730 --> 00:02:34.730
And then, fast-forward
to 2018, the end of 2018,

00:02:34.740 --> 00:02:38.910
and we found out that one of
our most trusted employees,

00:02:38.910 --> 00:02:41.070
we were actually nurturing
him to become sort of our

00:02:41.070 --> 00:02:44.460
operations manager across our whole brand,

00:02:44.460 --> 00:02:47.310
we found out that he had
been stealing from us,

00:02:47.310 --> 00:02:50.370
and he'd been stealing hundreds
of thousands of dollars

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from us, like a lot of money.

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And it was kind of like, at
that moment, it was almost the,

00:02:57.720 --> 00:03:01.500
I feel like it was the pattern interrupt,

00:03:01.500 --> 00:03:03.180
call it like the switch breaker, whatever,

00:03:03.180 --> 00:03:05.347
that I needed to kind of be like,

00:03:05.347 --> 00:03:07.260
"Is this the path that we wanna be on?

00:03:07.260 --> 00:03:08.840
Like, is this actually
what we wanna be doing?"

00:03:08.840 --> 00:03:11.400
So I started to kind of,
ya know, with my husband,

00:03:11.400 --> 00:03:13.380
question, yeah, everything.

00:03:13.380 --> 00:03:16.710
And in that moment we
were just, I was like,

00:03:16.710 --> 00:03:19.290
cause I've always wanted
to experience working,

00:03:19.290 --> 00:03:20.340
living overseas.

00:03:20.340 --> 00:03:24.300
And I was like, ah,
effort, let's just do it.

00:03:24.300 --> 00:03:27.290
Like, there's never
gonna be a better time.

00:03:27.290 --> 00:03:30.750
Ya know, our business, honestly,

00:03:30.750 --> 00:03:33.630
was systemized enough that
it could run pretty well

00:03:33.630 --> 00:03:34.560
without us.

00:03:34.560 --> 00:03:36.150
We obviously have to
spend a few more months

00:03:36.150 --> 00:03:37.710
just really tightening that.

00:03:37.710 --> 00:03:40.680
And so we made the decision
to move all the way

00:03:40.680 --> 00:03:43.014
to the other side of the
world, to New York City.

00:03:43.014 --> 00:03:47.677
And at the same time, I was
actually working on this other

00:03:47.677 --> 00:03:50.070
business idea with another
co-founder, actually.

00:03:50.070 --> 00:03:53.400
We had met at, ya know, in corporate,

00:03:53.400 --> 00:03:56.040
and we were working on this
fashion technology idea.

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So when I kind of was raising
it with her to be like,

00:03:59.370 --> 00:04:02.610
hey, we've made this decision,
because, and by the way,

00:04:02.610 --> 00:04:05.520
what better place than
New York City for fashion

00:04:05.520 --> 00:04:08.403
and technology, to explore
this idea that we have.

00:04:09.990 --> 00:04:14.730
And at first I was like, ya
know, "We can make this work.

00:04:14.730 --> 00:04:16.800
I'm on, ya know, Northern Hemisphere,

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you can do Southern hemisphere hours."

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And then ultimately, I was
just like, "Ya know what,

00:04:21.202 --> 00:04:23.387
do you just wanna come as well?"

00:04:23.387 --> 00:04:25.680
And she did.

00:04:25.680 --> 00:04:28.860
And so we moved over to New
York City with my co-founder,

00:04:28.860 --> 00:04:30.303
my husband and my cat.

00:04:31.260 --> 00:04:34.863
And since then it has been,
let me tell you, a journey.

00:04:36.273 --> 00:04:38.610
So we started, we hit the ground running

00:04:38.610 --> 00:04:40.320
with our fashion technology idea.

00:04:40.320 --> 00:04:44.160
We started, our hypothesis was
that our customers were gonna

00:04:44.160 --> 00:04:47.100
be college students or
young professionals.

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So we went to like Columbia
Uni, NYU, Wall Street, ya know,

00:04:50.190 --> 00:04:51.930
we were just speaking to women.

00:04:51.930 --> 00:04:56.040
And what we realized was that there,

00:04:56.040 --> 00:04:58.560
the problem that we were trying
to solve for was probably

00:04:58.560 --> 00:05:01.590
not a big enough one
to warrant continuing.

00:05:01.590 --> 00:05:03.630
So we actually failed that business.

00:05:03.630 --> 00:05:06.840
So we landed in New York, mid 2019,

00:05:06.840 --> 00:05:09.453
and we failed it by the end of that year.

00:05:10.590 --> 00:05:11.640
And then in the meantime,

00:05:11.640 --> 00:05:13.530
we had been speaking to
brands and boutiques,

00:05:13.530 --> 00:05:16.597
and every time we were like, ya know,

00:05:16.597 --> 00:05:19.050
"What's a problem that
you would want solving?"

00:05:19.050 --> 00:05:21.600
They were like, time and
again, "Client acquisition,

00:05:21.600 --> 00:05:22.980
client acquisition or
customer acquisition."

00:05:22.980 --> 00:05:27.450
And so, we actually kind
of fell into agency work,

00:05:27.450 --> 00:05:30.030
digital marketing, digital marketing work

00:05:30.030 --> 00:05:31.620
for these brands and boutiques.

00:05:31.620 --> 00:05:34.650
And then that led us down the path

00:05:34.650 --> 00:05:37.980
of actually coaching e-commerce brands.

00:05:37.980 --> 00:05:42.980
And then there was this moment
when it actually happened,

00:05:43.890 --> 00:05:45.390
kind of towards the end of last year,

00:05:45.390 --> 00:05:48.810
where I was starting to
feel really burnt out.

00:05:48.810 --> 00:05:52.110
And I was at this event that
Tony Robbins was speaking

00:05:52.110 --> 00:05:56.430
at actually, and he said something
that sort of crystallized

00:05:56.430 --> 00:05:58.410
everything for me, because
I was in this like,

00:05:58.410 --> 00:05:59.243
funk, ya know?

00:05:59.243 --> 00:06:01.080
Like, I just,
- Yup.

00:06:01.080 --> 00:06:02.700
- the business was going
well, it was doing,

00:06:02.700 --> 00:06:04.920
ya know, it was already
at multiple six figures.

00:06:04.920 --> 00:06:06.270
This was after like, ya know,

00:06:06.270 --> 00:06:09.960
12 months of this coaching business.

00:06:09.960 --> 00:06:14.730
And yet I was like, I just
don't feel like this is right.

00:06:14.730 --> 00:06:16.800
Like, I just, I don't know what's wrong.

00:06:16.800 --> 00:06:18.900
And so, when I was listening to him,

00:06:18.900 --> 00:06:21.420
and he said something that, as I said,

00:06:21.420 --> 00:06:23.460
crystallized it for me, because he said,

00:06:23.460 --> 00:06:25.752
he was talking about patterns of focus,

00:06:25.752 --> 00:06:27.060
and particularly patterns of focus

00:06:27.060 --> 00:06:29.250
for finding happiness or fulfillment.

00:06:29.250 --> 00:06:32.130
And one of the things that
he mentioned was like,

00:06:32.130 --> 00:06:35.010
that when you, one of
the patterns of focus,

00:06:35.010 --> 00:06:36.750
is when you focus on what you have,

00:06:36.750 --> 00:06:38.850
rather than what's missing.

00:06:38.850 --> 00:06:40.710
And that's when I realized that
that's what I've been doing

00:06:40.710 --> 00:06:45.180
this whole 12 to 18 months,
was because I always was trying

00:06:45.180 --> 00:06:49.320
to fill these gaps in myself,
in my knowledge, in my,

00:06:49.320 --> 00:06:50.280
ya know, all these things.

00:06:50.280 --> 00:06:52.590
And I was just like, constantly
running, running, running,

00:06:52.590 --> 00:06:53.713
trying to like feel this,

00:06:53.713 --> 00:06:56.043
I just was just burning myself out.

00:06:56.970 --> 00:07:00.420
And so I actually, then
there was like, okay,

00:07:00.420 --> 00:07:02.940
but something that I do
have is, ya know, I'm,

00:07:02.940 --> 00:07:04.440
people are surprised when I say this,

00:07:04.440 --> 00:07:08.550
but I'm like actually this
awkward, shy introvert,

00:07:08.550 --> 00:07:11.940
and yet I've still been
able to like, ya know,

00:07:11.940 --> 00:07:13.320
climb the ladder in corporate.

00:07:13.320 --> 00:07:16.500
And I've still been
able to build businesses

00:07:16.500 --> 00:07:18.300
and promote them, even though I hate being

00:07:18.300 --> 00:07:20.083
the face of anything, really.

00:07:20.083 --> 00:07:24.210
All of that, those things,
and so what I wanted to do

00:07:24.210 --> 00:07:27.960
was actually to help other
entrepreneurs find their own

00:07:27.960 --> 00:07:31.467
remarkability, and be able
to share those stories

00:07:31.467 --> 00:07:32.940
with their own audience.

00:07:32.940 --> 00:07:36.390
And so that led us down the
path that we're on right now,

00:07:36.390 --> 00:07:37.357
which is Capsho.

00:07:37.357 --> 00:07:41.070
So Capsho is a software that we develop.

00:07:41.070 --> 00:07:44.640
We actually only launched MVP
at the very end of last year.

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And it essentially helps
podcasters to turn their stories

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into a bank of social
media captions and emails.

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And it's not about like
repurposing blindly.

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It's actually about how do
we smartly use that content

00:08:01.353 --> 00:08:05.970
to actually, and to make it fit
for purpose for the platform

00:08:05.970 --> 00:08:07.650
that we want to be promoting it on.

00:08:07.650 --> 00:08:12.003
So that's kind of, yeah, the
journey that I'm on right now.

00:08:13.980 --> 00:08:16.980
- There are so many like really
cool parts to that though,

00:08:16.980 --> 00:08:19.560
that it's like, I wanna make
sure our listeners caught.

00:08:19.560 --> 00:08:20.393
- Yes.

00:08:20.393 --> 00:08:22.140
Cause like, in my experience,
my own experiences,

00:08:22.140 --> 00:08:24.120
and then talking with so
many other business owners

00:08:24.120 --> 00:08:26.760
over 15 years, it was
like, the first thing

00:08:26.760 --> 00:08:28.590
you started off with,
was you ended up with

00:08:28.590 --> 00:08:31.290
a very successful business,
but your advice is

00:08:31.290 --> 00:08:33.510
don't do a brick and mortar
for your first business ever.

00:08:33.510 --> 00:08:34.343
It was so not worth it.

00:08:34.343 --> 00:08:36.120
So it's like, even
though it worked for you,

00:08:36.120 --> 00:08:37.950
you're like, "Yeah, it worked,

00:08:37.950 --> 00:08:39.330
but like, holy cow,

00:08:39.330 --> 00:08:41.667
don't do that if you have other options."

00:08:42.720 --> 00:08:44.490
And I think that's true
for a lot of people.

00:08:44.490 --> 00:08:46.740
Like, even if you can grind
and you can pull through

00:08:46.740 --> 00:08:50.490
and you can make it successful,
when hindsight 20/20,

00:08:50.490 --> 00:08:54.510
you're like, there's better
ways to have done that.

00:08:54.510 --> 00:08:57.240
That didn't have to be how
I made my first success.

00:08:57.240 --> 00:08:58.800
It could have been way easier.

00:08:58.800 --> 00:08:59.850
Don't go that route.

00:08:59.850 --> 00:09:00.683
- Yes.

00:09:00.683 --> 00:09:02.340
- So I thought that was really cool.

00:09:02.340 --> 00:09:05.940
The other thing was, ya
know, this like, wow,

00:09:05.940 --> 00:09:06.773
I can't think of the word.

00:09:06.773 --> 00:09:08.340
I just lost it.

00:09:08.340 --> 00:09:09.990
Sunk cost bias.

00:09:09.990 --> 00:09:13.050
So like you traveled
all the way to New York.

00:09:13.050 --> 00:09:15.510
You brought, ya know, your co-founder,

00:09:15.510 --> 00:09:17.310
you brought your husband,
you brought your cat.

00:09:17.310 --> 00:09:19.050
You're like, we're going to do this.

00:09:19.050 --> 00:09:21.000
And you thought you were like, so in,

00:09:21.000 --> 00:09:24.960
but you still were willing to
be like, this isn't the thing.

00:09:24.960 --> 00:09:26.610
We've talked to people,
we've tried to do it,

00:09:26.610 --> 00:09:27.720
we thought we had a thing,

00:09:27.720 --> 00:09:30.120
but you were able to walk away and pivot.

00:09:30.120 --> 00:09:32.430
And that's something so many
business owners fail at.

00:09:32.430 --> 00:09:34.650
It literally is called sunk cost bias.

00:09:34.650 --> 00:09:35.483
- Yeah.

00:09:35.483 --> 00:09:37.710
- When you have put a lot
of time and investment into

00:09:37.710 --> 00:09:39.990
something and you have this bias,

00:09:39.990 --> 00:09:43.080
that that has to be how
you recoup your investment.

00:09:43.080 --> 00:09:46.830
You have to make that thing
work, to justify the time

00:09:46.830 --> 00:09:48.150
and expense you've put into it.

00:09:48.150 --> 00:09:48.983
- Yes.

00:09:48.983 --> 00:09:50.010
- And you didn't do that.

00:09:50.010 --> 00:09:51.780
You said, "No, okay, let's do this."

00:09:51.780 --> 00:09:52.613
- Yes.

00:09:52.613 --> 00:09:55.852
- You also like, talked to the population,

00:09:55.852 --> 00:09:59.160
you talked to humans,
even being introverted,

00:09:59.160 --> 00:10:00.060
which I'm the same way.

00:10:00.060 --> 00:10:00.893
- Yeah.

00:10:00.893 --> 00:10:01.860
- I'm incredibly introverted.

00:10:01.860 --> 00:10:04.680
I can do this, but if you see
me out in public somewhere,

00:10:04.680 --> 00:10:07.560
I'm hiding in the corner, not
talking to anybody, anywhere.

00:10:07.560 --> 00:10:08.393
- Yeah.

00:10:08.393 --> 00:10:09.243
- The blue hair fools people.

00:10:09.243 --> 00:10:11.550
I'm very introverted.

00:10:11.550 --> 00:10:13.230
But you got past that.

00:10:13.230 --> 00:10:14.797
Like somebody else I
interviewed, she said,

00:10:14.797 --> 00:10:16.500
"Feel the fear, and do it anyway."

00:10:16.500 --> 00:10:18.450
And that's an essential
skill for entrepreneurs.

00:10:18.450 --> 00:10:20.490
So being introverted, you have to do that.

00:10:20.490 --> 00:10:21.323
- Yeah.

00:10:21.323 --> 00:10:23.287
- And you did, and you talked
to people and you said,

00:10:23.287 --> 00:10:27.570
"Okay, I hear a problem,
what is our solution?"

00:10:27.570 --> 00:10:29.250
Instead of jumping into the market with

00:10:29.250 --> 00:10:31.470
a solution to a problem
that isn't a problem.

00:10:31.470 --> 00:10:32.303
- Yes.

00:10:32.303 --> 00:10:33.142
- Which you experienced.

00:10:33.142 --> 00:10:33.975
- Yes.

00:10:33.975 --> 00:10:37.830
- So there was like, it was a
big story with lots to unpack,

00:10:37.830 --> 00:10:41.850
but there were so many nuggets
in there, that it's like,

00:10:41.850 --> 00:10:43.290
I wanna probably tell our listeners,

00:10:43.290 --> 00:10:44.850
go back and listen again.

00:10:44.850 --> 00:10:46.260
Listen to the potholes.

00:10:46.260 --> 00:10:49.367
Listen to what she did, and
what she had to do to kind of,

00:10:49.367 --> 00:10:51.330
to get past that.

00:10:51.330 --> 00:10:53.430
Cuz there's some really
smart, entrepreneurial things

00:10:53.430 --> 00:10:55.260
happening in there that
you probably didn't realize

00:10:55.260 --> 00:10:56.472
you were doing at time.

00:10:56.472 --> 00:10:57.305
- Yeah, thank you.

00:10:57.305 --> 00:11:00.022
Thank you for, I feel like
you really summarized it in,

00:11:00.022 --> 00:11:04.080
like, so succinctly, cuz I was
like, I tell you Christina,

00:11:04.080 --> 00:11:06.690
like, as I was going through
all of that, I was like,

00:11:06.690 --> 00:11:10.390
it felt like failure after
failure after failure,

00:11:10.390 --> 00:11:11.397
at that time.

00:11:11.397 --> 00:11:12.497
- Yep.
- Yeah.

00:11:12.497 --> 00:11:13.658
But thank you for.

00:11:13.658 --> 00:11:14.820
- And it does.

00:11:14.820 --> 00:11:17.370
And like, if you listen
to everybody's stories,

00:11:17.370 --> 00:11:19.980
Tony Robbins' story,
Dean Graziosi's story;

00:11:19.980 --> 00:11:22.530
like, if you listen behind, ya know,

00:11:22.530 --> 00:11:24.390
to the nuggets for what
these guys are sharing

00:11:24.390 --> 00:11:25.470
of their journeys,

00:11:25.470 --> 00:11:28.333
which is why I love opening
with the journey question,

00:11:28.333 --> 00:11:29.583
they have the same things.

00:11:29.583 --> 00:11:31.980
They encountered something
that they put a lot of time

00:11:31.980 --> 00:11:33.330
and effort into and it failed.

00:11:33.330 --> 00:11:34.163
- Yeah.

00:11:34.163 --> 00:11:35.490
- And they were smart enough to walk away

00:11:35.490 --> 00:11:36.750
before it pulled them down.

00:11:36.750 --> 00:11:37.583
- Yeah.

00:11:37.583 --> 00:11:39.180
Ya know, they'll have
something where it's like,

00:11:39.180 --> 00:11:41.420
yeah, this worked, but I
advise you not to do it,

00:11:41.420 --> 00:11:42.870
ya know, because there's a better way.

00:11:42.870 --> 00:11:43.740
There's an easier way.

00:11:43.740 --> 00:11:46.403
And usually they're gonna sell
you on, here's what it is.

00:11:46.403 --> 00:11:47.236
- Yeah.

00:11:47.236 --> 00:11:48.390
- Cause that's the point, right?

00:11:48.390 --> 00:11:49.223
They figured it out.

00:11:49.223 --> 00:11:50.940
They're gonna go solve for
a problem in the market

00:11:50.940 --> 00:11:52.040
that they encountered.

00:11:52.980 --> 00:11:55.170
I mean, you hear the same
things over and over again.

00:11:55.170 --> 00:11:56.640
So it's like if we learn from that,

00:11:56.640 --> 00:11:57.990
and reverse engineer that,

00:11:57.990 --> 00:11:59.700
and not do that ourselves,

00:11:59.700 --> 00:12:02.915
but be aware that things
like sunk cost bias exist,

00:12:02.915 --> 00:12:06.240
be aware that we need to have
conversations with actual

00:12:06.240 --> 00:12:08.460
humans, because it's helpful.

00:12:08.460 --> 00:12:10.590
Ya know, it's like, I just, I love that.

00:12:10.590 --> 00:12:12.390
So there was so, so, so much to unpack,

00:12:12.390 --> 00:12:13.950
and that was so great.

00:12:13.950 --> 00:12:16.050
So like, another thing that you've done,

00:12:16.050 --> 00:12:17.850
and I really wanna dig
into this a little bit,

00:12:17.850 --> 00:12:19.827
is you're not only
niched into an audience,

00:12:19.827 --> 00:12:22.770
cuz now you're mostly focused
with like high-ticket coaches.

00:12:22.770 --> 00:12:23.603
- Yes.

00:12:23.603 --> 00:12:26.340
- But you also niched
your product offering.

00:12:26.340 --> 00:12:27.173
- Yes.

00:12:27.173 --> 00:12:29.730
- Which is something that a
lot of people don't realize

00:12:29.730 --> 00:12:31.350
they need to do.

00:12:31.350 --> 00:12:34.440
They're like, "Hey, we have
our whole suite of services,

00:12:34.440 --> 00:12:36.960
and if we just go find the right human,

00:12:36.960 --> 00:12:40.680
that we can offload all of this
onto, that it's gonna work."

00:12:40.680 --> 00:12:41.513
Right?

00:12:41.513 --> 00:12:42.360
Especially in the digital marketing world,

00:12:42.360 --> 00:12:43.950
because we like doing everything.

00:12:43.950 --> 00:12:45.210
I'm guilty of this myself.

00:12:45.210 --> 00:12:46.080
- Yeah.

00:12:46.080 --> 00:12:50.190
- How do we do one thing,
for one group of people,

00:12:50.190 --> 00:12:52.020
and be better at it than anybody else.

00:12:52.020 --> 00:12:54.660
And you've done that with
your podcasting stuff.

00:12:54.660 --> 00:12:55.538
- Yes

00:12:55.538 --> 00:12:56.610
- So I want to dig into it a little bit.

00:12:56.610 --> 00:12:58.740
You kind of hinted on it
right there at the end,

00:12:58.740 --> 00:12:59.868
with the Capsho thing.

00:12:59.868 --> 00:13:00.701
- Yeah.

00:13:00.701 --> 00:13:03.780
- Tell us why you like,
what does that actually do?

00:13:03.780 --> 00:13:04.800
What's the benefit?

00:13:04.800 --> 00:13:06.660
So when somebody does
what you're saying to do,

00:13:06.660 --> 00:13:09.241
when these high-ticket coaches
do this with the podcast.

00:13:09.241 --> 00:13:10.074
- Yeah.

00:13:10.074 --> 00:13:10.907
- What does that look like?

00:13:10.907 --> 00:13:11.740
- Yeah.

00:13:11.740 --> 00:13:12.660
So this is really funny,

00:13:12.660 --> 00:13:16.320
because I fell into
making that same mistake.

00:13:16.320 --> 00:13:20.303
Cuz when we transitioned
our business to Capsho,

00:13:20.303 --> 00:13:23.538
we were like, "This can
help all entrepreneurs."

00:13:23.538 --> 00:13:26.193
(women laughing)

00:13:26.193 --> 00:13:27.793
- Everybody does it.

00:13:27.793 --> 00:13:28.626
I did too.

00:13:28.626 --> 00:13:30.150
I'm guilty.

00:13:30.150 --> 00:13:31.470
I have been there, done that,

00:13:31.470 --> 00:13:33.435
and I'm only, just in the last year,

00:13:33.435 --> 00:13:35.461
- Yeah.
- year and a half,

00:13:35.461 --> 00:13:37.500
really, not just niching into the people

00:13:37.500 --> 00:13:39.060
that need what I do,

00:13:39.060 --> 00:13:40.470
but the ones that I have

00:13:40.470 --> 00:13:42.813
fun helping.
- Yes, 100%.

00:13:42.813 --> 00:13:44.040
That's so important
- Like, I've put more

00:13:44.040 --> 00:13:46.413
focus on like, my emotional
energy at the end of the day.

00:13:46.413 --> 00:13:47.340
- Yes.
- Like even if

00:13:47.340 --> 00:13:48.173
it's a long day.

00:13:48.173 --> 00:13:49.353
- Yes.

00:13:49.353 --> 00:13:51.420
Eight to 10 hours, like,
I come out of my day,

00:13:51.420 --> 00:13:54.180
come out of my weeks, still
having mental calories

00:13:54.180 --> 00:13:56.010
and emotion left to be with my family.

00:13:56.010 --> 00:13:56.843
- Yes.

00:13:56.843 --> 00:13:57.810
- Ya know?
- It's so important.

00:13:57.810 --> 00:13:59.490
And it's like even working less hours,

00:13:59.490 --> 00:14:01.128
but not having that emotional energy,

00:14:01.128 --> 00:14:02.850
that's not the solution.
- No.

00:14:02.850 --> 00:14:03.750
- You have to come out

00:14:03.750 --> 00:14:05.460
and still have some mental calories left.

00:14:05.460 --> 00:14:08.100
So when you niche like that,

00:14:08.100 --> 00:14:10.410
you don't burn them all
trying to work with like,

00:14:10.410 --> 00:14:12.180
10 different people over like...

00:14:12.180 --> 00:14:13.013
- Yeah.

00:14:13.013 --> 00:14:14.280
One moment, you're working with somebody

00:14:14.280 --> 00:14:16.650
who sells cat products, the
next minute you're talking with

00:14:16.650 --> 00:14:19.080
like, a high-ticket coach,
and the next minute you're

00:14:19.080 --> 00:14:20.730
talking about someone who sells jeans,

00:14:20.730 --> 00:14:23.715
and you're like, the mental hoops

00:14:23.715 --> 00:14:25.230
you jump through.
- Yeah.

00:14:25.230 --> 00:14:27.210
There's no mental calories
left at the end of the day.

00:14:27.210 --> 00:14:28.043
- Uh huh.

00:14:28.043 --> 00:14:28.876
- None.

00:14:28.876 --> 00:14:31.773
- And so, and that's the thing, cuz like,

00:14:32.832 --> 00:14:36.547
so I spoke about our
previous coaching business

00:14:36.547 --> 00:14:39.630
actually went really well, which, ya know,

00:14:39.630 --> 00:14:42.630
we burnt to the ground, but like, ya know,

00:14:42.630 --> 00:14:45.480
and in a way, I feel
like we were fortunate,

00:14:45.480 --> 00:14:49.440
because we kinda like, stumbled
into a niche, in a way.

00:14:49.440 --> 00:14:50.400
We were just like, "Okay,

00:14:50.400 --> 00:14:53.160
well we helped e-commerce in our agency,

00:14:53.160 --> 00:14:55.050
so we'll just help
e-commerce in our coaching."

00:14:55.050 --> 00:14:55.920
Like that just made sense.

00:14:55.920 --> 00:14:59.820
And we were already kind
of, almost by default,

00:14:59.820 --> 00:15:01.795
speaking to a particular niche.

00:15:01.795 --> 00:15:04.860
When we were like, "Oh,
well now we have this cool,

00:15:04.860 --> 00:15:08.070
new product, and I can help
all these entrepreneurs find

00:15:08.070 --> 00:15:10.740
their remarkability, and
share it with the world,

00:15:10.740 --> 00:15:11.970
through telling their stories.

00:15:11.970 --> 00:15:14.820
Like we can make it so easy
for them with this software."

00:15:15.671 --> 00:15:17.610
So we went down that path,

00:15:17.610 --> 00:15:20.460
and I can tell you like, the
mental calories thing that

00:15:20.460 --> 00:15:22.290
you talk about is so real.

00:15:22.290 --> 00:15:26.550
Like we were, we were like
twisting ourselves into knots,

00:15:26.550 --> 00:15:29.188
trying to like, ya know,
come up with messages

00:15:29.188 --> 00:15:30.021
and things like that,

00:15:30.021 --> 00:15:32.520
that would speak to all of these people,

00:15:32.520 --> 00:15:33.450
no matter where you were;

00:15:33.450 --> 00:15:35.460
no matter if you were
e-commerce, if you were coaching,

00:15:35.460 --> 00:15:37.200
or, ya know, it didn't matter.

00:15:37.200 --> 00:15:40.427
And what we were finding,

00:15:40.427 --> 00:15:42.241
we were just not getting a cut through.

00:15:42.241 --> 00:15:44.681
I think that's ultimately
what it came down to, right?

00:15:44.681 --> 00:15:47.859
Which is that, ya know, we
were trying to, at the time,

00:15:47.859 --> 00:15:49.759
we were running a lot of
webinars and things like that.

00:15:49.759 --> 00:15:52.140
And we were just not getting like,

00:15:52.140 --> 00:15:53.640
people were just not showing up.

00:15:53.640 --> 00:15:56.130
And we're like, "Okay, what's happening?

00:15:56.130 --> 00:15:57.960
Why are people not showing up?

00:15:57.960 --> 00:16:00.960
Like, why are people not
responding in the way that,

00:16:00.960 --> 00:16:02.310
ya know, we want them to?"

00:16:02.310 --> 00:16:05.910
So every time that there's
a problem in your business,

00:16:05.910 --> 00:16:07.230
no matter where in the funnel,

00:16:07.230 --> 00:16:08.726
like you look at the
data and you go, "Okay,

00:16:08.726 --> 00:16:11.280
like how do I fix this?"

00:16:11.280 --> 00:16:14.760
So we hopped on a, it was really funny,

00:16:14.760 --> 00:16:16.950
cause we hopped on a coaching
call with one of our coaches,

00:16:16.950 --> 00:16:17.950
and we were like,

00:16:17.950 --> 00:16:19.290
"Oh, this is just gonna take five minutes.

00:16:19.290 --> 00:16:21.630
We just need to like hone
in our messaging, okay?

00:16:21.630 --> 00:16:22.463
Can you just help out?

00:16:22.463 --> 00:16:23.850
Like, this is our headline.

00:16:23.850 --> 00:16:25.590
We just need help with this."

00:16:25.590 --> 00:16:29.309
And basically, 45 minutes later,

00:16:29.309 --> 00:16:32.580
from a five minute conversation,

00:16:32.580 --> 00:16:36.450
we were like sweating, cuz
it was like very direct,

00:16:36.450 --> 00:16:39.397
targeted questions to us, to be like,

00:16:39.397 --> 00:16:40.920
"Who are you talking to?

00:16:40.920 --> 00:16:42.570
Like who, ya know?"

00:16:42.570 --> 00:16:44.880
And we're like, "Oh,
we're talking to, ya know,

00:16:44.880 --> 00:16:47.070
like heart-centered entrepreneurs,

00:16:47.070 --> 00:16:48.420
or we're talking to like..."

00:16:48.420 --> 00:16:50.760
And it was just so like,
ya know, even when you,

00:16:50.760 --> 00:16:52.830
when we look back at that now, we're like,

00:16:52.830 --> 00:16:54.780
"What were we thinking?

00:16:54.780 --> 00:16:56.550
What were we doing?"

00:16:56.550 --> 00:16:58.200
And he was, he just went,

00:16:58.200 --> 00:17:00.367
he just like cut straight
to the point, which is like,

00:17:00.367 --> 00:17:02.400
"You have to niche down.

00:17:02.400 --> 00:17:03.270
You have to."

00:17:03.270 --> 00:17:05.824
And it was such a, it was so hard for us.

00:17:05.824 --> 00:17:07.476
Like I tell you Christina, it was,

00:17:07.476 --> 00:17:09.900
we had this conversation
on a Friday morning,

00:17:09.900 --> 00:17:13.710
and literally, I could
not, I was like done.

00:17:13.710 --> 00:17:17.160
I could not actually, like
mentally, physically, nothing,

00:17:17.160 --> 00:17:18.912
like, actually work.

00:17:18.912 --> 00:17:20.490
I was like, okay, I'm gonna go on a walk.

00:17:20.490 --> 00:17:22.920
So I went on a like this 90 minute walk,

00:17:22.920 --> 00:17:25.110
cause I just needed to
like, I think, ya know,

00:17:25.110 --> 00:17:27.690
just clear, like rest my brain almost,

00:17:27.690 --> 00:17:30.360
because I was going through
this, almost like this

00:17:30.360 --> 00:17:33.690
internal struggle of
like, okay, I'm being told

00:17:33.690 --> 00:17:36.360
and I'm very, and I pride
myself on being very coachable,

00:17:36.360 --> 00:17:38.847
so on the one hand, I'm like,
I'm being told by my coach,

00:17:38.847 --> 00:17:40.890
I have to niche down, and
on the other hand I'm like,

00:17:40.890 --> 00:17:42.840
this internal struggle
with it because it's like,

00:17:42.840 --> 00:17:45.210
but we can help everyone.

00:17:45.210 --> 00:17:46.320
But, ya know, all those things

00:17:46.320 --> 00:17:48.270
that you tell yourself, right?

00:17:48.270 --> 00:17:50.580
In the end, I was just like, "No, no, no.

00:17:50.580 --> 00:17:51.517
Like we're being,

00:17:51.517 --> 00:17:53.970
there's a reason why
we invest in ourselves.

00:17:53.970 --> 00:17:57.990
We need to listen to our
coach and do, ya know,

00:17:57.990 --> 00:17:58.890
do these things."

00:17:58.890 --> 00:18:01.560
So, the next step for us
was yeah, to your point,

00:18:01.560 --> 00:18:04.620
like who, how do we actually niche down?

00:18:04.620 --> 00:18:07.320
The first step that we took was,

00:18:07.320 --> 00:18:12.320
who already tells, naturally
tells their stories?

00:18:12.540 --> 00:18:14.880
Who already understands that
telling stories is actually

00:18:14.880 --> 00:18:19.800
quite important, because we
don't wanna go through the work

00:18:19.800 --> 00:18:21.150
of having to convince someone

00:18:21.150 --> 00:18:23.130
that they have to tell their stories.

00:18:23.130 --> 00:18:26.062
And first it was like, is it
like authors and bloggers?

00:18:26.062 --> 00:18:29.490
And ya know, and then in
the end I was thinking,

00:18:29.490 --> 00:18:31.380
but I was like, "Well,
but I love podcasting."

00:18:31.380 --> 00:18:34.620
Like I have multiple podcasts now.

00:18:34.620 --> 00:18:37.650
That is natural because I do that already.

00:18:37.650 --> 00:18:40.410
I can speak very authentically
to that experience.

00:18:40.410 --> 00:18:44.220
So I, okay, so people with podcasts.

00:18:44.220 --> 00:18:46.380
But then it was like, okay,
that's still, ya know,

00:18:46.380 --> 00:18:47.583
a lot of people,

00:18:48.630 --> 00:18:50.580
so we need to really work 'cause,

00:18:50.580 --> 00:18:52.170
people who podcast looking to monetize.

00:18:52.170 --> 00:18:55.530
So it could be like anyone
from like a true crime podcast,

00:18:55.530 --> 00:18:57.660
who's looking to like get ads and ya know,

00:18:57.660 --> 00:19:00.180
things like that, to
actual business owners.

00:19:00.180 --> 00:19:02.227
And for me, like I've always, ya know,

00:19:02.227 --> 00:19:07.227
podcasted for business to get
leads and share my content.

00:19:07.950 --> 00:19:10.830
And so that again, was natural, okay?

00:19:10.830 --> 00:19:13.960
So we wanna work now with
business owners who podcast

00:19:13.960 --> 00:19:16.050
in order to actually generate leads.

00:19:16.050 --> 00:19:17.840
Like, it's actually, and
maybe they don't know it

00:19:17.840 --> 00:19:19.410
at the time, that that's
what they wanna do.

00:19:19.410 --> 00:19:20.243
Maybe they just started it

00:19:20.243 --> 00:19:21.810
because they just wanna create content.

00:19:21.810 --> 00:19:24.210
But ultimately, I mean, as entrepreneurs,

00:19:24.210 --> 00:19:25.671
we need an ROI on almost every,

00:19:25.671 --> 00:19:27.900
or we should be expecting ROI

00:19:27.900 --> 00:19:29.700
on almost every activity that we do.

00:19:29.700 --> 00:19:32.550
And so, if we're putting
great content out there,

00:19:32.550 --> 00:19:33.720
we should be expecting that,

00:19:33.720 --> 00:19:36.570
that is converting into
something tangible for us.

00:19:36.570 --> 00:19:39.480
So we should be getting
leads from our podcast.

00:19:39.480 --> 00:19:41.250
So I was like, "Okay, so
that's okay, that's good."

00:19:41.250 --> 00:19:44.400
So it's like, we're going
business owners who podcast.

00:19:44.400 --> 00:19:47.310
And I'm like, "Okay,
but that's still like,

00:19:47.310 --> 00:19:48.990
we need to almost like,

00:19:48.990 --> 00:19:50.700
is there further that we can each down?"

00:19:50.700 --> 00:19:54.090
And so, where my mind
went to was like, well,

00:19:54.090 --> 00:19:55.860
we wanna help people get leads.

00:19:55.860 --> 00:19:56.700
Again, to your point,

00:19:56.700 --> 00:19:59.910
we wanna work with people
who we like working with,

00:19:59.910 --> 00:20:01.125
who we understand,

00:20:01.125 --> 00:20:04.410
who we can talk authentically
to their experiences.

00:20:04.410 --> 00:20:07.530
And we also wanna be able
to help people that can get

00:20:07.530 --> 00:20:09.830
a return on their money
pretty quickly, right?

00:20:11.310 --> 00:20:14.370
And so that's why we
were like, well, again,

00:20:14.370 --> 00:20:16.443
I'm a high-ticket coach,

00:20:17.837 --> 00:20:21.300
so it just makes sense to
now niche even further down

00:20:21.300 --> 00:20:25.860
to high-ticket coaches and
consultants who podcast.

00:20:25.860 --> 00:20:28.020
And so that's kind of where we landed.

00:20:28.020 --> 00:20:29.340
And I can tell you like,

00:20:29.340 --> 00:20:32.580
the reason why it was also so
hard was because I was already

00:20:32.580 --> 00:20:34.747
projecting, in that moment,
when my coach was like,

00:20:34.747 --> 00:20:35.790
"Hey, you have to niche down."

00:20:35.790 --> 00:20:37.920
I was already projecting in my mind,

00:20:37.920 --> 00:20:40.080
like, everything that
was gonna have to change.

00:20:40.080 --> 00:20:42.750
Like, we had already built,
and granted it was MVP,

00:20:42.750 --> 00:20:44.992
but we had built a software product

00:20:44.992 --> 00:20:47.940
that was helping all entrepreneurs.

00:20:47.940 --> 00:20:49.747
And I was like,

00:20:49.747 --> 00:20:52.680
"That's gonna have to
change now with this niche."

00:20:52.680 --> 00:20:55.890
And so already, I think that's
why I think on that Friday,

00:20:55.890 --> 00:20:56.853
I was just so dead, because I was like,

00:20:56.853 --> 00:21:00.180
"I don't know how we're
gonna make this happen."

00:21:00.180 --> 00:21:02.820
But I can tell you now being
on the other side of that,

00:21:02.820 --> 00:21:06.540
that like, I am so grateful
that it has happened,

00:21:06.540 --> 00:21:11.540
because everything, messaging,
content, like, it has,

00:21:12.780 --> 00:21:17.760
it's so easy now to just work
out what it is that we have

00:21:17.760 --> 00:21:19.578
to say or talk about, right?

00:21:19.578 --> 00:21:21.960
Rather than, again, twisting
ourselves into knots,

00:21:21.960 --> 00:21:23.670
being like, "Okay, so this is,

00:21:23.670 --> 00:21:24.900
we're gonna talk about, I don't know,

00:21:24.900 --> 00:21:26.100
something really general.

00:21:26.100 --> 00:21:26.933
It has to be general

00:21:26.933 --> 00:21:27.849
because we're talking
to all entrepreneurs."

00:21:27.849 --> 00:21:29.160
And you're gonna be like, "No, no, no.

00:21:29.160 --> 00:21:30.870
I can talk about this one specific thing,

00:21:30.870 --> 00:21:34.050
that maybe this experience
that I had podcasting,

00:21:34.050 --> 00:21:35.430
and that's gonna be
relevant to my audience

00:21:35.430 --> 00:21:38.052
because that's who I'm talking to."

00:21:38.052 --> 00:21:41.100
And so everything off the
back of it has just been

00:21:41.100 --> 00:21:43.383
so much simpler, so much easier.

00:21:44.340 --> 00:21:47.010
So yeah, that's what I have
to say about the issue.

00:21:47.010 --> 00:21:49.560
- Almost everybody goes through that too.

00:21:49.560 --> 00:21:51.210
You hear that same story again too,

00:21:51.210 --> 00:21:53.575
but usually they do it in fits and spurts.

00:21:53.575 --> 00:21:56.070
Like, they don't just like go from,

00:21:56.070 --> 00:21:58.800
they don't, so like,
the thing that you did,

00:21:58.800 --> 00:22:00.900
was like your marketing wasn't working,

00:22:00.900 --> 00:22:02.760
and you started digging into why.

00:22:02.760 --> 00:22:05.610
And instead of just trying to
make guesses and assumptions,

00:22:05.610 --> 00:22:08.010
and just make changes and hope it worked,

00:22:08.010 --> 00:22:09.057
you went to a coach.

00:22:09.057 --> 00:22:09.890
And so like, we need that.

00:22:09.890 --> 00:22:11.130
- Yes.
- We need coaches,

00:22:11.130 --> 00:22:13.080
we need mentors, we need advisors,

00:22:13.080 --> 00:22:15.360
that have seen this problem
a thousand times over.

00:22:15.360 --> 00:22:16.193
- Yes.

00:22:16.193 --> 00:22:18.479
- So that we can just jump,
instead of scaling it slowly.

00:22:18.479 --> 00:22:19.312
- Yes.

00:22:19.312 --> 00:22:20.730
Ya know, and making all the mistakes.

00:22:20.730 --> 00:22:22.590
So that was one really smart thing.

00:22:22.590 --> 00:22:25.560
You had a sunk cost bias that
you had to overcome again,

00:22:25.560 --> 00:22:27.493
so you might have a
superpower for that one.

00:22:27.493 --> 00:22:28.590
- Oh, God!
- Cause you're doing it again.

00:22:28.590 --> 00:22:29.760
And that's a really tricky one.

00:22:29.760 --> 00:22:30.957
It's emotionally draining.

00:22:30.957 --> 00:22:32.437
- I'll tell ya.
- You did it again,

00:22:32.437 --> 00:22:34.380
cuz you're like, "The
software is for everybody."

00:22:34.380 --> 00:22:37.350
And so, like, your dreary
day where you're like, "Uh,"

00:22:37.350 --> 00:22:39.390
that was sunk cost bias again.

00:22:39.390 --> 00:22:41.247
And you're having to like crawl past that

00:22:41.247 --> 00:22:43.200
and just be like, "Okay, here we go."

00:22:43.200 --> 00:22:47.580
But then, you also went
really narrow on your niche

00:22:47.580 --> 00:22:49.260
and I love your thought process

00:22:49.260 --> 00:22:50.610
that you just walked us through,

00:22:50.610 --> 00:22:51.443
because so many people,

00:22:51.443 --> 00:22:53.250
and I think you'll see
this with Dean Graziosi,

00:22:53.250 --> 00:22:55.080
you'll also see it with Tony Robbins,

00:22:55.080 --> 00:22:57.420
there's a whole, Pedro
Adao talks about it;

00:22:57.420 --> 00:23:00.390
where you get to your micro
dot, your micro niche.

00:23:00.390 --> 00:23:01.350
- Yes.

00:23:01.350 --> 00:23:03.210
- And it's like, you
started with, ya know,

00:23:03.210 --> 00:23:05.400
looking at so many really smart things.

00:23:05.400 --> 00:23:07.980
There were so many really
smart things in that,

00:23:07.980 --> 00:23:10.980
that were so cool, because
it's like, you looked at,

00:23:10.980 --> 00:23:13.860
ya know, who needs this, ya know,

00:23:13.860 --> 00:23:15.810
which is really like, where in the market

00:23:15.810 --> 00:23:17.310
does the thing that we have, fit?

00:23:17.310 --> 00:23:19.089
Who needs it the most?

00:23:19.089 --> 00:23:21.270
And then you looked at, okay,

00:23:21.270 --> 00:23:23.520
who's gonna get the return on it?

00:23:23.520 --> 00:23:25.530
Meaning they're gonna
be very happy customers.

00:23:25.530 --> 00:23:26.880
They're gonna be easy to service.

00:23:26.880 --> 00:23:27.713
- Yeah.

00:23:27.713 --> 00:23:29.130
And you saw that clarity and messaging,

00:23:29.130 --> 00:23:32.220
but I bet you also saw clarity
in the service side of it,

00:23:32.220 --> 00:23:33.087
and delivering it.

00:23:33.087 --> 00:23:34.440
- Mm, yeah.

00:23:34.440 --> 00:23:36.060
- Which is something a lot
of people don't talk about.

00:23:36.060 --> 00:23:37.590
When we talk about niching,

00:23:37.590 --> 00:23:39.822
usually the conversation is
around clarity and messaging.

00:23:39.822 --> 00:23:42.030
Most people have the same
experience that you had

00:23:42.030 --> 00:23:44.640
where it's like, "Eh, my
messaging, isn't quite clear.

00:23:44.640 --> 00:23:46.435
We're not hitting, we're
not getting the signups.

00:23:46.435 --> 00:23:48.060
We're not getting the sales.

00:23:48.060 --> 00:23:50.700
The solution is to speak
to a very specific segment

00:23:50.700 --> 00:23:53.070
of people, about a very specific problem."

00:23:53.070 --> 00:23:53.903
- Yeah.

00:23:53.903 --> 00:23:54.900
- But what they don't realize,

00:23:54.900 --> 00:23:57.210
is what that does on the flip side,

00:23:57.210 --> 00:23:59.250
because now you're
dealing with deliverables,

00:23:59.250 --> 00:24:01.705
and you're talking to
the same kinds of people.

00:24:01.705 --> 00:24:02.538
- Yes.

00:24:02.538 --> 00:24:04.620
- All day, every day,

00:24:04.620 --> 00:24:07.260
that are having the
same kinds of problems.

00:24:07.260 --> 00:24:09.870
You're being able to not just
weave your experiences in,

00:24:09.870 --> 00:24:11.160
but weave theirs together,

00:24:11.160 --> 00:24:12.804
so your advice starts getting better.

00:24:12.804 --> 00:24:14.333
You're like, "Yeah, I was
just talking with somebody

00:24:14.333 --> 00:24:17.340
earlier this morning that
had a similar problem.

00:24:17.340 --> 00:24:19.530
We did this, or we just
talked about some, ya know,

00:24:19.530 --> 00:24:21.420
talked about this with someone last week.

00:24:21.420 --> 00:24:25.110
They made this change, and
now this result is happening."

00:24:25.110 --> 00:24:25.943
- Yeah.

00:24:25.943 --> 00:24:27.410
- Cause you end up getting really good.

00:24:27.410 --> 00:24:28.243
- Yes.

00:24:28.243 --> 00:24:30.300
You serve at a higher level
than you ever thought you could,

00:24:30.300 --> 00:24:32.940
cuz same thing, and the
mental calories are less.

00:24:32.940 --> 00:24:33.773
- Yes.

00:24:33.773 --> 00:24:36.810
- You're not having to like,
reinvent how do we help this

00:24:36.810 --> 00:24:39.780
person that you've never helped before,

00:24:39.780 --> 00:24:41.340
or that you've only worked
with somebody like them

00:24:41.340 --> 00:24:43.410
once or twice, or instead
you're working with like dozens

00:24:43.410 --> 00:24:46.530
and hundreds of the same
people having the same thing.

00:24:46.530 --> 00:24:50.130
And then the easiest
niching activity ever,

00:24:50.130 --> 00:24:51.690
working for people that are just like you.

00:24:51.690 --> 00:24:53.220
- Yeah, totally.

00:24:53.220 --> 00:24:55.350
- Like, so many people go
through this whole rigamarole

00:24:55.350 --> 00:24:56.910
of like, "How do I niche, how do I niche?"

00:24:56.910 --> 00:24:59.280
You say like, "Okay, I'm not unique

00:24:59.280 --> 00:25:00.600
I wanna think I'm unique."

00:25:00.600 --> 00:25:02.460
We feel like we're
unique as entrepreneurs.

00:25:02.460 --> 00:25:04.770
We have special sauce that nobody else has

00:25:04.770 --> 00:25:05.730
in the entire world, right?

00:25:05.730 --> 00:25:06.747
We feel like it.
- Yeah.

00:25:06.747 --> 00:25:08.160
- But that's not true.

00:25:08.160 --> 00:25:09.720
There's a lot of people just like me.

00:25:09.720 --> 00:25:10.553
- Yeah.

00:25:10.553 --> 00:25:11.386
And there are thousands

00:25:11.386 --> 00:25:12.750
that haven't made it as far as I have,

00:25:12.750 --> 00:25:15.090
and I can help them get
to at least where I'm at,

00:25:15.090 --> 00:25:19.080
and because I'm still moving
forward, when they do catch up,

00:25:19.080 --> 00:25:19.920
I've already moved on.

00:25:19.920 --> 00:25:21.150
- Yes, yep.

00:25:21.150 --> 00:25:22.779
- And I can just keep
pulling them forward.

00:25:22.779 --> 00:25:23.612
- Exactly.

00:25:23.612 --> 00:25:24.760
- That is the simplest way to niche.

00:25:24.760 --> 00:25:25.593
- Yeah.

00:25:25.593 --> 00:25:27.720
- And we don't figure that out
until we've gotten to the end

00:25:27.720 --> 00:25:28.920
of that whole, like, you just walk through

00:25:28.920 --> 00:25:30.727
your thought process and at
the very end, you're like,

00:25:30.727 --> 00:25:34.761
"Well, I'm a high-ticket
coach that likes to podcast."

00:25:34.761 --> 00:25:35.594
- Yeah.

00:25:35.594 --> 00:25:37.260
"And knows how to do this content thing,

00:25:37.260 --> 00:25:38.940
so that we get it out there
everywhere off of the..."

00:25:38.940 --> 00:25:40.440
- Yeah.

00:25:40.440 --> 00:25:43.267
Like, we go through so
much, just to be like,

00:25:43.267 --> 00:25:44.440
"I wanna work for people like me."

00:25:44.440 --> 00:25:45.693
- Yeah, exactly.

00:25:47.700 --> 00:25:49.050
- But it works every time.

00:25:49.050 --> 00:25:52.216
Everybody that does it,
it works every time.

00:25:52.216 --> 00:25:53.190
- A hundred percent.

00:25:53.190 --> 00:25:54.778
- So I love that.

00:25:54.778 --> 00:25:57.453
I feel like there's just
so much happening in there.

00:25:58.680 --> 00:26:01.200
Okay, so I know podcasting
is a huge thing,

00:26:01.200 --> 00:26:02.340
specifically with coaches.

00:26:02.340 --> 00:26:03.173
We've talked about that.

00:26:03.173 --> 00:26:04.101
We're doing one right now.

00:26:04.101 --> 00:26:05.460
Obviously it's important.

00:26:05.460 --> 00:26:06.293
- Yes.

00:26:06.293 --> 00:26:09.097
- So like, if somebody
already has a podcast,

00:26:09.097 --> 00:26:12.840
and they don't know about you
and all your awesome sauce,

00:26:12.840 --> 00:26:14.059
and all the stuff that you do.

00:26:14.059 --> 00:26:14.892
- Yes.

00:26:14.892 --> 00:26:16.620
- And all the things that you know, works,

00:26:16.620 --> 00:26:18.960
what advice would you have
for them if they're just,

00:26:18.960 --> 00:26:21.330
ya know, ego-fueled podcasting?

00:26:21.330 --> 00:26:23.100
They're just doing it because
it makes 'em feel good,

00:26:23.100 --> 00:26:26.250
or they're not getting
their ROI and they want to.

00:26:26.250 --> 00:26:28.740
What would you have to say to them?

00:26:28.740 --> 00:26:30.480
- Be smarter with your time.

00:26:30.480 --> 00:26:33.600
Definitely aim to get an ROI from this.

00:26:33.600 --> 00:26:34.920
This is such a, like, this is a thing.

00:26:34.920 --> 00:26:36.360
This is such a rich medium.

00:26:36.360 --> 00:26:40.567
And I was reading Daniel
Priestley's book called

00:26:40.567 --> 00:26:41.400
"Oversubscribed,"

00:26:41.400 --> 00:26:43.500
and he talks about this seven-hour rule,

00:26:43.500 --> 00:26:46.260
and like things started clicking.

00:26:46.260 --> 00:26:48.420
So basically, what he talked
about, his seven-hour rule

00:26:48.420 --> 00:26:51.810
is based on, ya know,
I guess his research,

00:26:51.810 --> 00:26:53.580
and Google's research, etc.

00:26:53.580 --> 00:26:56.910
It generally, on average,
takes about seven hours

00:26:56.910 --> 00:26:59.670
for anyone to...

00:26:59.670 --> 00:27:02.610
Sorry, it takes spending
at least seven hours

00:27:02.610 --> 00:27:05.310
with you, for anyone
to come to know, like,

00:27:05.310 --> 00:27:06.600
and trust you and then therefore,

00:27:06.600 --> 00:27:09.060
to want to open their wallets up to you.

00:27:09.060 --> 00:27:10.530
Right?

00:27:10.530 --> 00:27:11.363
- Yep.

00:27:11.363 --> 00:27:12.900
- And ya know, I used to
run a lot of challenges,

00:27:12.900 --> 00:27:13.733
and things in the past and I was like,

00:27:13.733 --> 00:27:16.290
"Oh, there's a reason why
things like a challenge

00:27:16.290 --> 00:27:20.520
works, because people are
spending that time with you."

00:27:20.520 --> 00:27:22.980
And that led me to
think about, okay, well,

00:27:22.980 --> 00:27:26.133
how else can we clock up
these seven hours without,

00:27:26.133 --> 00:27:28.410
ya know, again, running
all these challenges,

00:27:28.410 --> 00:27:30.570
like cuz it's very draining on,

00:27:30.570 --> 00:27:33.090
ya know, time and energy,
and things like that.

00:27:33.090 --> 00:27:36.900
And that's why I just like, immediately,

00:27:36.900 --> 00:27:41.280
podcasting came to mind,
because it's such great,

00:27:41.280 --> 00:27:45.540
long-form content, that engages
with your ideal audience

00:27:45.540 --> 00:27:48.048
in a way where they come
to know who you are.

00:27:48.048 --> 00:27:50.430
They come to not only know
who you are and your stories,

00:27:50.430 --> 00:27:53.017
but also what value you can
actually provide to them.

00:27:53.017 --> 00:27:55.740
So my whole thing is like,

00:27:55.740 --> 00:27:57.000
you're already creating this content.

00:27:57.000 --> 00:27:58.620
How can you create this content in a way

00:27:58.620 --> 00:28:03.390
that actually gets you an
outcome that is gonna be

00:28:03.390 --> 00:28:04.560
beneficial for your business?

00:28:04.560 --> 00:28:05.393
Obviously.

00:28:05.393 --> 00:28:07.350
'Cause we all want sales at the end of it.

00:28:07.350 --> 00:28:11.160
And that is by being smart
about clocking up these

00:28:11.160 --> 00:28:16.160
seven hours, at least
with your ideal audience.

00:28:16.168 --> 00:28:17.700
And ya know, for me,

00:28:17.700 --> 00:28:20.490
that starts from social
media, because ya know,

00:28:20.490 --> 00:28:21.630
we've been given these platforms

00:28:21.630 --> 00:28:23.760
where we have access
to billions of people.

00:28:23.760 --> 00:28:25.986
So how do we use social
media in a really smart way,

00:28:25.986 --> 00:28:29.280
to actually get their attention,

00:28:29.280 --> 00:28:32.670
and get them to want,
to compel them actually,

00:28:32.670 --> 00:28:36.180
to listen to our podcast,
and from our podcast,

00:28:36.180 --> 00:28:38.130
to join our list, join
our conversion event,

00:28:38.130 --> 00:28:40.770
join our whatever it is,
that we wanna get them to.

00:28:40.770 --> 00:28:43.657
And to do that, I created
this system called,

00:28:43.657 --> 00:28:47.310
"Content, Honey Traps," and
that's kind of my strategy

00:28:47.310 --> 00:28:50.160
for getting people through
that front-end funnel,

00:28:50.160 --> 00:28:52.620
from social media, to your podcast,

00:28:52.620 --> 00:28:54.060
through your podcast as well,

00:28:54.060 --> 00:28:58.110
and then into that conversion
event that I spoke about.

00:28:58.110 --> 00:29:01.380
And then by the time that
you do make that pitch,

00:29:01.380 --> 00:29:04.350
or ya know, you get on the
sales call, or whatever it is,

00:29:04.350 --> 00:29:05.910
they've already spent
all that time with you,

00:29:05.910 --> 00:29:08.820
that it's kind of like, "Yeah,
this is just a formality.

00:29:08.820 --> 00:29:09.900
Here's my credit card.

00:29:09.900 --> 00:29:10.733
Let's do this thing."

00:29:10.733 --> 00:29:12.990
Ya know, that's kind of, that's
what we're aiming towards.

00:29:12.990 --> 00:29:16.363
So, I would highly encourage
people, like I know that,

00:29:16.363 --> 00:29:17.220
ya know, cuz I did the same thing.

00:29:17.220 --> 00:29:19.147
I went into podcasting just,

00:29:19.147 --> 00:29:22.650
"I'm just gonna start talking
and we'll see, ya know,

00:29:22.650 --> 00:29:25.410
I'm creating content and
we'll see how this goes."

00:29:25.410 --> 00:29:30.410
But honestly, like when I
spoke to clients who ended up

00:29:30.990 --> 00:29:33.839
signing on with me, they were like, yeah,

00:29:33.839 --> 00:29:36.705
all of them were like, "I
listen to your podcast."

00:29:36.705 --> 00:29:40.890
And that's, ya know, that
was like one big step

00:29:40.890 --> 00:29:45.090
in their journey in making that
decision to become a client.

00:29:45.090 --> 00:29:48.930
And so like, please don't view a podcast

00:29:48.930 --> 00:29:50.220
as one of those things that's like, yeah,

00:29:50.220 --> 00:29:52.080
I'm just gonna do it
and whatever, we'll see.

00:29:52.080 --> 00:29:54.483
Like, be intentional with your podcast.

00:29:55.740 --> 00:29:56.573
Yeah.

00:29:56.573 --> 00:29:59.310
It's an awesome audium...medium.

00:29:59.310 --> 00:30:01.500
Audio and medium.

00:30:01.500 --> 00:30:02.333
It's an awesome medium,

00:30:02.333 --> 00:30:03.540
(women laughing)

00:30:03.540 --> 00:30:07.503
to actually start to close
your high tier clients.

00:30:08.867 --> 00:30:09.700
- Oh, I love that.

00:30:09.700 --> 00:30:11.940
That's so much like, I talk
about something similar.

00:30:11.940 --> 00:30:14.190
I call it the helpful human strategy.

00:30:14.190 --> 00:30:15.960
It's like run around
and be a helpful human

00:30:15.960 --> 00:30:17.850
as much as humanly possible.

00:30:17.850 --> 00:30:18.683
- Yeah.

00:30:18.683 --> 00:30:20.490
And start building
relationships with people.

00:30:20.490 --> 00:30:22.200
Like, one of the things
that baffles me still,

00:30:22.200 --> 00:30:24.960
to this day, is people
that are in masterminds,

00:30:24.960 --> 00:30:27.150
they're in workshops, they're
participating in like,

00:30:27.150 --> 00:30:30.120
things where you have Zoom
and you have the ability

00:30:30.120 --> 00:30:31.290
to turn your camera on,

00:30:31.290 --> 00:30:32.730
cuz more and more people are doing their,

00:30:32.730 --> 00:30:34.230
even their webinars in Zoom Meetings,

00:30:34.230 --> 00:30:35.360
instead of Zoom Webinar.

00:30:35.360 --> 00:30:37.163
You can turn your camera on.

00:30:37.163 --> 00:30:37.996
- Yeah.

00:30:37.996 --> 00:30:38.829
- You can show up.

00:30:38.829 --> 00:30:39.662
- Yeah.

00:30:39.662 --> 00:30:41.760
- If somebody just sat
through a two or three-hour

00:30:41.760 --> 00:30:44.520
or multi-day workshop thing,
or you're in a mastermind

00:30:44.520 --> 00:30:47.460
where you meet once a week, and
there's an hour, every week,

00:30:47.460 --> 00:30:50.280
seven weeks later, they should
remember who you look like.

00:30:50.280 --> 00:30:51.720
Ya know, but if you
didn't turn your camera on

00:30:51.720 --> 00:30:53.193
the whole time,
- Yeah.

00:30:54.036 --> 00:30:55.410
they don't see you.

00:30:55.410 --> 00:30:58.080
If you don't, ya know, come
off, get your camera on,

00:30:58.080 --> 00:31:01.050
get your mic on, participate
in the conversation,

00:31:01.050 --> 00:31:03.404
and you can build (indistinct)
I can trust, just like that.

00:31:03.404 --> 00:31:04.560
- Yes.
- That is so simple.

00:31:04.560 --> 00:31:06.450
And it's, you're already
spending the time,

00:31:06.450 --> 00:31:08.580
but instead of keeping your
camera off and just passively,

00:31:08.580 --> 00:31:10.260
like working on email or whatever,

00:31:10.260 --> 00:31:11.370
while you're in the thing,

00:31:11.370 --> 00:31:12.737
turn your camera on and be present.

00:31:12.737 --> 00:31:13.830
- Yeah.

00:31:13.830 --> 00:31:16.230
- Ya know, such a like, simple thing,

00:31:16.230 --> 00:31:17.820
but the same logic, ya know?

00:31:17.820 --> 00:31:18.990
That's one of my little soap boxes.

00:31:18.990 --> 00:31:20.340
It drives me crazy.

00:31:20.340 --> 00:31:21.342
I've like, made people
turn all their cameras on

00:31:21.342 --> 00:31:23.400
when I'm like, "Hey,
this is really awesome,

00:31:23.400 --> 00:31:24.233
and you guys are missing out.

00:31:24.233 --> 00:31:26.550
If you don't have your camera
on, you need to turn it on."

00:31:26.550 --> 00:31:28.060
They're saying good things.

00:31:28.060 --> 00:31:30.480
(women laughing)

00:31:30.480 --> 00:31:31.320
So I love it.

00:31:31.320 --> 00:31:33.390
I think that there's so
much to unpack there.

00:31:33.390 --> 00:31:36.120
So, okay, I know we've kind
of danced around a little bit

00:31:36.120 --> 00:31:39.180
on how exactly you help people.

00:31:39.180 --> 00:31:40.440
Let's get straight to the point.

00:31:40.440 --> 00:31:43.020
So somebody's like, "I love
everything she's saying.

00:31:43.020 --> 00:31:44.970
I'm wasting my time with my podcast,

00:31:44.970 --> 00:31:46.950
and I need to like, just have you."

00:31:46.950 --> 00:31:48.000
- Yes.

00:31:48.000 --> 00:31:49.110
- What do you do?

00:31:49.110 --> 00:31:49.943
How do they find you?

00:31:49.943 --> 00:31:50.776
- Yeah.

00:31:50.776 --> 00:31:51.609
So, okay.

00:31:51.609 --> 00:31:54.570
So what I do, so I have kind of like two,

00:31:54.570 --> 00:31:56.040
a couple of things that I do.

00:31:56.040 --> 00:32:00.270
So I have a course that is, ya
know, kind of do it yourself.

00:32:00.270 --> 00:32:03.780
Ya know, just basically
talks you through my strategy

00:32:03.780 --> 00:32:05.430
of laying this "Content Honey Trap."

00:32:05.430 --> 00:32:09.090
So how do you actually
create a podcast episode

00:32:09.090 --> 00:32:11.370
that is super compelling
from start to end,

00:32:11.370 --> 00:32:13.530
and get them onto the next step.

00:32:13.530 --> 00:32:16.860
And then going backwards in the funnel,

00:32:16.860 --> 00:32:18.780
like reverse engineering
from there is like,

00:32:18.780 --> 00:32:20.430
how do you then unleash that?

00:32:20.430 --> 00:32:22.740
So using social media and everything,

00:32:22.740 --> 00:32:25.500
all the tools that you have
at your disposal to get

00:32:25.500 --> 00:32:29.250
that traffic in, and
then exploding your list.

00:32:29.250 --> 00:32:31.710
Like that's, so I have
a course, a DIY course,

00:32:31.710 --> 00:32:33.600
if you wanna know more about that,

00:32:33.600 --> 00:32:36.300
I actually have a pod class
that actually goes through that

00:32:36.300 --> 00:32:38.100
strategy in a lot more detail.

00:32:38.100 --> 00:32:38.933
So that's a free podcast.

00:32:38.933 --> 00:32:40.560
You can sign up to that.

00:32:40.560 --> 00:32:43.170
And then from there,
you can learn more about

00:32:43.170 --> 00:32:45.180
the course that I have.

00:32:45.180 --> 00:32:47.766
The other option then, sort
of in my valley ladder,

00:32:47.766 --> 00:32:51.262
ya know, a step up from that, is then my,

00:32:51.262 --> 00:32:54.240
it's an offer where I
actually then extend on that.

00:32:54.240 --> 00:32:56.351
And because a lot of it,
a lot of the heavy lifting

00:32:56.351 --> 00:32:58.830
that happens is actually
yes, the podcast is one,

00:32:58.830 --> 00:33:00.990
but it's more so the traffic part, right?

00:33:00.990 --> 00:33:04.140
It's actually like, I don't honestly,

00:33:04.140 --> 00:33:06.600
I actually don't like social media at all.

00:33:06.600 --> 00:33:08.040
I actually, I have a
love-hate relationship

00:33:08.040 --> 00:33:08.873
with social media.

00:33:08.873 --> 00:33:11.070
Like I credit it with a lot of my,

00:33:11.070 --> 00:33:12.596
of growth, of business growth,

00:33:12.596 --> 00:33:15.270
but I hate being on it
and I hate doing it.

00:33:15.270 --> 00:33:18.060
And so I had to create my own system

00:33:18.060 --> 00:33:21.450
for not having to do it, essentially.

00:33:21.450 --> 00:33:24.750
And so I've now got it
down to spending only,

00:33:24.750 --> 00:33:27.930
I only spend two hours a week
on social media activities,

00:33:27.930 --> 00:33:30.120
and that's because I've been
able to create this system

00:33:30.120 --> 00:33:31.440
and get the support on the ground,

00:33:31.440 --> 00:33:32.550
through virtual assistants,

00:33:32.550 --> 00:33:35.130
to actually do a lot of
the heavy lifting for me.

00:33:35.130 --> 00:33:38.152
So my other offer is
actually, essentially,

00:33:38.152 --> 00:33:40.020
plugging that whole system in.

00:33:40.020 --> 00:33:43.830
So we spend six weeks with
the business, hands on.

00:33:43.830 --> 00:33:47.070
Like, and it's literally
my, basically my whole team,

00:33:47.070 --> 00:33:48.600
six weeks with that business,

00:33:48.600 --> 00:33:51.446
to actually embed this
process, so that the CEO

00:33:51.446 --> 00:33:55.599
only has to spend like,
maximum of two hours a week

00:33:55.599 --> 00:33:57.990
on social media activities.

00:33:57.990 --> 00:33:59.490
And that's yeah, that's it.

00:33:59.490 --> 00:34:02.250
Their VA will handle
everything, literally,

00:34:02.250 --> 00:34:04.860
and what that includes is
actually getting the leads from

00:34:04.860 --> 00:34:07.050
social media, that they're doing as well.

00:34:07.050 --> 00:34:10.470
So, yeah, so that's something
else that we help with too.

00:34:10.470 --> 00:34:12.150
So yeah, if you wanna
get in touch with that,

00:34:12.150 --> 00:34:14.370
then definitely reach out to me.

00:34:14.370 --> 00:34:16.620
You can go to my website,
deidretshien.com,

00:34:16.620 --> 00:34:20.763
and see and read about
actually, both as well.

00:34:22.440 --> 00:34:23.280
- That is awesome.

00:34:23.280 --> 00:34:24.690
That's another really smart thing

00:34:24.690 --> 00:34:25.636
that most coaches don't do.

00:34:25.636 --> 00:34:27.300
(Deidre laughing)

00:34:27.300 --> 00:34:29.610
So that's another one of my
little soap boxes I've been on

00:34:29.610 --> 00:34:30.630
with coaches here lately.

00:34:30.630 --> 00:34:33.180
Is it's like, they
create the info products.

00:34:33.180 --> 00:34:35.882
They'll do one-on-one coaching,
group coaching, courses,

00:34:35.882 --> 00:34:40.650
paid webinars, free content,
all of that kind of stuff,

00:34:40.650 --> 00:34:43.140
they all pretty much
dabble in at some point,

00:34:43.140 --> 00:34:44.310
in some way, shape, form or fashion.

00:34:44.310 --> 00:34:46.113
But that implementation piece,

00:34:47.340 --> 00:34:50.871
I feel like so many coaches
are missing implementation.

00:34:50.871 --> 00:34:51.704
- Yeah.

00:34:51.704 --> 00:34:53.910
- Because we're further
along than our clients are.

00:34:53.910 --> 00:34:56.880
We know how to hire, we
know how to build processes,

00:34:56.880 --> 00:34:58.980
we know how to train people,

00:34:58.980 --> 00:35:01.170
we know how to implement
the things we teach.

00:35:01.170 --> 00:35:04.032
But then we expect, when
we coach our clients,

00:35:04.032 --> 00:35:07.110
they can just somehow magically, ya know,

00:35:07.110 --> 00:35:08.850
have all of those skills overnight.

00:35:08.850 --> 00:35:09.683
- Yes.

00:35:09.683 --> 00:35:11.640
- And go find the right
people to help them implement,

00:35:11.640 --> 00:35:13.800
or they can figure out how
to implement on their own.

00:35:13.800 --> 00:35:15.060
I don't care how good your course is.

00:35:15.060 --> 00:35:15.893
- Yeah.

00:35:15.893 --> 00:35:18.510
Like, they're gonna screw
up the implementation.

00:35:18.510 --> 00:35:21.217
So if you have some way
for them to just be like,

00:35:21.217 --> 00:35:22.470
"Can you just do for me,

00:35:22.470 --> 00:35:25.680
what you're telling me I need to do?"

00:35:25.680 --> 00:35:28.751
It's such a simple,
no-brainer offering to add on.

00:35:28.751 --> 00:35:29.584
- Yes.

00:35:29.584 --> 00:35:32.190
For a high-ticket program
that you can just bolt on.

00:35:32.190 --> 00:35:33.023
- Yeah.

00:35:33.023 --> 00:35:34.140
- Should be like, "I've
already done this for me.

00:35:34.140 --> 00:35:35.790
Let me just go do it for you real quick."

00:35:35.790 --> 00:35:36.930
- Yeah.

00:35:36.930 --> 00:35:38.340
- And you can bolt on
that high-ticket thing.

00:35:38.340 --> 00:35:39.750
And so many people leave
that money on the table,

00:35:39.750 --> 00:35:41.190
and it's so funny.

00:35:41.190 --> 00:35:42.960
It's like the more I've
paid attention to that,

00:35:42.960 --> 00:35:44.940
ever since I had my own
light bulb moment on that,

00:35:44.940 --> 00:35:46.680
and built my own program
doing implementation.

00:35:46.680 --> 00:35:47.513
- Yeah.

00:35:47.513 --> 00:35:50.760
- It was like, "Why is
nobody else doing this?

00:35:50.760 --> 00:35:51.593
What is happening?"
- Yeah.

00:35:51.593 --> 00:35:53.607
- "Why has nobody else realized this?"

00:35:54.930 --> 00:35:55.980
- Totally.

00:35:55.980 --> 00:35:56.813
- So I love it.

00:35:56.813 --> 00:35:58.050
That's another really cool thing.

00:35:58.050 --> 00:36:00.720
And I will make sure I drop
that link wherever you guys are

00:36:00.720 --> 00:36:02.100
watching this from, all over the internet,

00:36:02.100 --> 00:36:03.360
cuz we put it everywhere.

00:36:03.360 --> 00:36:04.920
The link to our website will be there,

00:36:04.920 --> 00:36:07.830
so you can go get all that
awesomeness, cuz you need it.

00:36:07.830 --> 00:36:08.913
That is fantastic.

00:36:09.810 --> 00:36:11.160
Six weeks, and you only have to spend

00:36:11.160 --> 00:36:12.270
two hours on social media.

00:36:12.270 --> 00:36:15.257
Like, I know I'm about to
be asking you about that

00:36:15.257 --> 00:36:18.210
as soon as we're done
recording, cuz that's amazing.

00:36:18.210 --> 00:36:19.920
Which probably happens to you a lot,

00:36:19.920 --> 00:36:23.460
which is another reason that
you should be doing podcasting,

00:36:23.460 --> 00:36:25.650
and having something really good.

00:36:25.650 --> 00:36:27.577
There's actually a book
that talks about that,

00:36:27.577 --> 00:36:30.221
"Content-Based Networking,"
by James Carbary.

00:36:30.221 --> 00:36:31.054
- Okay.

00:36:31.054 --> 00:36:31.887
- He owns Sweet Fish Media,

00:36:31.887 --> 00:36:33.300
which is a huge podcasting company,

00:36:33.300 --> 00:36:36.840
but he talks about being
intentional with where you show up.

00:36:36.840 --> 00:36:39.450
So who you interview on your show,

00:36:39.450 --> 00:36:42.180
and then who you're a guest for,

00:36:42.180 --> 00:36:44.250
because like, it's the exact opposite.

00:36:44.250 --> 00:36:46.980
So like, can you imagine
combining both strategies?

00:36:46.980 --> 00:36:47.813
I'm addicted.

00:36:47.813 --> 00:36:49.470
I've got to learn more.

00:36:49.470 --> 00:36:51.000
Because, like, you're talking about

00:36:51.000 --> 00:36:52.590
how to monetize the audience.

00:36:52.590 --> 00:36:53.423
- Yeah.

00:36:53.423 --> 00:36:55.618
- He talks about how to
monetize the interview.

00:36:55.618 --> 00:36:56.880
- Mm.

00:36:56.880 --> 00:36:59.250
- So you're on like,
you're guesting with people

00:36:59.250 --> 00:37:00.143
that would be potential clients.

00:37:00.143 --> 00:37:01.590
- Got it, yeah.
- Which, ya know,

00:37:01.590 --> 00:37:03.691
obviously, because you do podcast stuff,

00:37:03.691 --> 00:37:06.570
you're guesting with people
that are your target clients.

00:37:06.570 --> 00:37:07.447
- Yeah.
- So you're using

00:37:07.447 --> 00:37:09.328
that strategy.
- Yeah.

00:37:09.328 --> 00:37:12.750
- Or like being, ya know,
bringing people on to interview

00:37:12.750 --> 00:37:14.640
that would be your target clients,

00:37:14.640 --> 00:37:16.987
and using those multiple
touchpoints of, ya know,

00:37:16.987 --> 00:37:18.960
"Hey, I think I would
like to interview you."

00:37:18.960 --> 00:37:21.120
And having a pre-interview conversation,

00:37:21.120 --> 00:37:23.460
and then being on the
interview, and having the

00:37:23.460 --> 00:37:25.920
before you record, and
the after you record,

00:37:25.920 --> 00:37:28.110
and being strategic about that.

00:37:28.110 --> 00:37:30.930
And then being strategic with,
"Hey, the episode is done."

00:37:30.930 --> 00:37:32.340
And there's another touchpoint.

00:37:32.340 --> 00:37:34.080
And let's connect on social media.

00:37:34.080 --> 00:37:37.488
And let's, so that whole,
ya know what it takes

00:37:37.488 --> 00:37:38.646
to get a podcast out the door,

00:37:38.646 --> 00:37:39.570
- Yeah.

00:37:39.570 --> 00:37:43.320
- Is an opportunity for multiple
touchpoints with somebody

00:37:43.320 --> 00:37:45.000
that you normally
wouldn't be able to get in

00:37:45.000 --> 00:37:46.200
the room with very easily.

00:37:46.200 --> 00:37:47.033
If you're just like,

00:37:47.033 --> 00:37:48.060
"Hey, I wanna have a sales call with you"

00:37:48.060 --> 00:37:48.893
- Yes.

00:37:48.893 --> 00:37:50.280
"Can I pitch my services?"

00:37:50.280 --> 00:37:51.113
Ya know?

00:37:51.113 --> 00:37:51.946
- Yeah.

00:37:51.946 --> 00:37:54.063
So those two strategies together,

00:37:55.320 --> 00:37:56.970
money, money, money on that podcast.

00:37:56.970 --> 00:37:58.710
Talk about ROI.

00:37:58.710 --> 00:37:59.790
Like holy cow,

00:37:59.790 --> 00:38:01.410
you're gonna be raking it
in, if you're not already,

00:38:01.410 --> 00:38:03.720
You probably are already, but
you will be if you're not.

00:38:03.720 --> 00:38:04.890
That's crazy.

00:38:04.890 --> 00:38:05.723
I love it.

00:38:05.723 --> 00:38:06.556
- Thank you.

00:38:06.556 --> 00:38:08.340
- Thank you so much for coming on,

00:38:08.340 --> 00:38:10.470
and for sharing all these amazing nuggets,

00:38:10.470 --> 00:38:11.730
and for sharing your story.

00:38:11.730 --> 00:38:14.393
And there was just so much
to unpack, and I'm gonna be

00:38:14.393 --> 00:38:16.590
rewatching this, and I hope
everybody else watches it

00:38:16.590 --> 00:38:19.230
multiple times, cuz this was great.

00:38:19.230 --> 00:38:20.147
So thank you.

00:38:20.147 --> 00:38:20.980
- Thank you.

00:38:20.980 --> 00:38:21.813
- Thanks so much for having me on.

00:38:21.813 --> 00:38:25.380
It was so lovely speaking
to you, Christina.

00:38:25.380 --> 00:38:28.073
You just, I feel like we're
just on the same wavelength.

00:38:29.010 --> 00:38:29.940
- Ah, definitely.

00:38:29.940 --> 00:38:31.533
We're definitely on the same wavelength.

00:38:31.533 --> 00:38:32.366
I love it.

00:38:32.366 --> 00:38:35.490
So guys, entrepreneurs, this
is your call to take action.

00:38:35.490 --> 00:38:37.350
Head over to etatoday.zone,

00:38:37.350 --> 00:38:39.480
and learn how to build
a business that enables

00:38:39.480 --> 00:38:42.420
your lifestyle, instead
of taking over your life.

00:38:42.420 --> 00:38:45.300
We bring on great people
like Deidre, all the time,

00:38:45.300 --> 00:38:46.260
for you to learn from.

00:38:46.260 --> 00:38:48.660
So see us again next time.

00:38:48.660 --> 00:38:49.493
Bye.

About Christina Hooper

I help you turn your Superpowers into Sales so you can build a business that enables your lifestyle instead of taking over your life. I'm also StoryBrand Certified Guide, BMS Certified Coach, and DigitalMarketer Certified Partner.

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