Mastering Email Onboarding: Turn Subscribers into Customers

Your Dream Business

13:44

Legendary actor and mental health advocate Glenn Close is on a quest to change how we think about mental health, starting with her decision to speak out about her own family's struggles — a brave choice considering the stigma that pervades the topic. This week, we're revisiting this sweeping conversation with TEDWomen curator Pat Mitchell, where Close shares the inspiration behind the advocacy group she founded to combat the crisis, underscoring the transformative power of community and the critical need for comprehensive mental health care systems. Want to help shape TED’s shows going forward? Fill out our survey ! Become a TED Member today at https://ted.com/join Hosted on Acast. See acast.com/privacy for more information.…

about a year ago 28:00

MP3•Episode home

A Simple 4-Step Email Sequence: To convert new subscribers into customers, focus on a clear, easy-to-follow email sequence—delivering the lead magnet, introducing yourself, providing extra value, and then introducing your product or service.
Personal Connection is Key: Keep your emails personal and relatable to build trust and make your subscribers feel more connected to you and your brand.
Automate for Efficiency: Set up automated emails and manage subscriber tags to streamline your onboarding process, saving time while nurturing relationships with new subscribers.

If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Teresa on Website, (Grow, Launch, Sell), Sign up to Teresa's email list, Instagram, LinkedIn, Facebook or Twitter

Transcript

Ever wondered how to turn someone who just downloaded your lead magnet into a customer? Well, in today's episode of the podcast, I am sharing why having an onboarding sequence is so important and also the essential four emails that you need to warm up your new subscriber, help them further, and then introduce your offer. I even give you examples of what to write in these emails. If you are struggling with your onboarding, this is the episode for you. Hello and welcome back to another episode of the Your Dream. business podcast. How are you doing today? Okay. We are 394 episodes in. We are just seven episodes away from 400 episodes of this podcast, which is. wild. And if you have listened for a while or even to many more than just one or two episodes, I want to give you a humongous thank you. I love doing the podcast. I find it so awesome when someone says, I listened to your episode or I listened to your podcast and I look at my stats and see all these numbers of people [00:02:00">00:02:00] who download it and listen to it. And it just seems crazy to me that there are all these people out there listening to my voice. So I appreciate you so very much. And I want to ask a favor. Now I should be planning something for my 400th episode. And if you've got any ideas, please come and DM me. I would love to hear them. However, what I would really love. is to get some more reviews on the podcast. So if you have never reviewed my podcast, I would appreciate it so hugely if you could go to wherever you're listening to this, Apple or Spotify or whatever you might be, and go and give me a five star review and tell me what you liked about it. Was there a particular episode that you enjoyed? Do you like my very relaxed, slightly unprofessional style? What is it that you're getting from it? Why should someone else go and listen to this podcast? Like I said, I would massively appreciate it if you would do that for me. And I know not only it helps me as a podcaster, but also [00:03:00">00:03:00] hopefully helps other people because the reason I do the podcast is it's a free resource. It takes a lot of work. It costs money. It's probably the, the most consistent and hardest thing I have to do in my business. And it involves the team and it's like a whole big effort and therefore the more people that listen, the bigger impact we have. So I really, really appreciate you doing that. Okay. So today we're going to talk quite specifically, you know, Sometimes after 400 episodes, I think, what on earth can I talk about? But the truth is, there is still so much I can share. And not only that, but after 400 episodes or nearly 400 episodes, I, my thoughts and things have changed and the industry has changed and what's working now has changed. So actually for me. probably stuff I talked about many, many, many years ago might have changed or might not be the same advice as I would give today. I know my, I know I have definitely changed [00:04:00">00:04:00] beyond recognition and like I said, some of the things I said back in the day, I maybe wouldn't stand by now, which is why I guess it's good that the podcast keeps going. So one of the things I want to talk about today is quite specific, but it's on I'm The whole bringing your audience on, because as we know, there are three main areas to having an online business. It's growing your audience, launching your online thing and selling it. Okay. That is the thing that's going to bring you in the money, those three activities. And that's why my course grow, launch, sell focuses around those three things. I say course, it is more of a program. You, you get to work with me for six months and it's a very small numbers. I keep it tight because I'm one of those people who likes to know who I'm talking to and literally has conversations with every single person in the program. So The program is focused around those three areas. And as part of that area, the very first one is the grow. And if I could say one thing for you to do in your business, it's [00:05:00">00:05:00] growing your audience, that would make the biggest difference. You can sell something not massively effectively, but if you have an audience, you could still sell some. You. You could sell the best way you could possibly sell, but if you don't have an audience, you're not going to sell anything. So that grow part is so, so crucial. And within that, there's lots of different things as we know, cause I've talked about it for a while, but one of the key things is getting people on your email list, because we're not just talking about growing an Instagram following or a LinkedIn following, we want to get them onto our email list. Because as we know, if we've been in this game for a while, the algorithm changes, people's viewing habits change, they change the platform, you now have to do reels or whatever it is. So getting them on your email list means that that data belongs to you. You are not marketing on borrowed ground, which is what we're doing when we're marketing on social media. They don't get me wrong. I'm not bashing social media. It's brilliant. I have lots of social media people in my world who work with me to grow their businesses. [00:06:00">00:06:00] And it's a great tool and believe me, like back in the day when I started marketing 20 plus years ago, I know terrifying, social media didn't exist. It wasn't even a thing. People didn't even need websites. So it is an amazing tool that basically has leveled the playing field more than anything else. In fact, I don't think I ever talk about it on the podcast, but did you know, I did a TEDx and my TEDx was about how social media has changed the marketing landscape. Now, this was a while back because I did that, oh gosh, I can't even think how many years ago now, probably six, seven, maybe more, but I'm going to link to it in the show notes. So if you want to go and have a look at that TEDx, it's on the TED stuff, it's on YouTube under the TEDx thing. So yeah, search my name and TEDx and you'll find it, but we will put a link to it in the show notes. So yeah, social media really did change the marketing, you know, platform in terms of like the playing field, sorry. In terms of like what is available to small businesses compared to the marketing I did when I first started, which was if you had a [00:07:00">00:07:00] big ass marketing budget, you could do marketing. So I'm not dismissing social media. It's brilliant, but we want people to come and join our email list. And when people join our email list, we have the job of loving them and bringing them into our world. And one of the areas I want to focus on today or the area I want to focus on today is that onboarding process. Is that what do we do when someone initially opts in to our emails to onboard them, to get them engaged and also warm them up to them potentially buying something from us? Okay. So I am going to take you through the onboarding emails and the process that I use and I teach when you're doing a lead magnet. Obviously, hopefully, you know, by now what lead magnet is, but just as a quick heads up, if you're new, a lead magnet is something that you're offering to people for free in order for them to give you their email [00:08:00">00:08:00] address. So for instance, I have a ton of them as you would imagine, but if you are looking at launching and you were to go to. tereseaethewaring. com forward slash launch, or you were looking at list building and you were to go to tereseaethewaring. com forward slash list building, you would find lead magnets that basically will help you with those two things. And in return, I'm asking for your email address. But then once you sign up, how do I communicate to you and have a conversation with you that basically introduces who I am, what I do, kind of starts building that relationship and then potentially brings you to a product? It doesn't always have to, by the way, but some cases it will. So when I'm talking about an onboarding sequence, that's what I'm talking about in very simple terms. It is a set of emails that you send that are automated, i. e. you set it up and then you don't need to worry about it. It just gets sent every time someone opts in over a [00:09:00">00:09:00] set period of time, which introduces them. And then once they've gone through that onboarding, they will then be put into the main emails. And These are what I call broadcast emails, not just I call them, lots of people call them broadcast emails. And those broadcast emails are the ones that you send regularly. So for me, I send an email every Monday, every Thursday. If I'm in a launch mode, if I'm promoting something, then I will email a lot more than that. I used to be very fearful of that. I didn't like it. I didn't want to bother people. And now I've got over that. We can talk about that on another episode. Actually, can I interrupt this just as a side to say, if you have any ideas of what you want me to talk about on the podcast, episodes that you would find super helpful, then please come and DM me. Come and DM me over on Instagram. That is my favorite. That is where I am the most. Just search Teresa Heath Warren. You'll find me over there. And come and let me know if there's a topic, a subject, there's something you don't [00:10:00">00:10:00] understand, you want me to talk through. I will happily do that. Just let me know. Okay. So going back to the onboarding sequence. So the onboarding sequence is literally just a set of emails that are going out. I want to talk you through a very simple onboarding sequence that will get you started and will help you onboard these people so that they know who you are and what you do and potentially lead to a sale if you want it to, but you don't have to, I'm going to talk you through what to put in each email and then hopefully you can use this to set up a very simple onboarding because normally what happens or what can happen is that people just say, here's the thing that you asked for and then that's the only email they send. So I'm going to talk you through the emails in particular, and then I'll just touch on briefly, kind of a bit of the automation. Obviously, this will depend on what system you're using, but let's talk about those emails first. The first thing I should say is there is a lot of differing opinion out there. So take what I'm [00:11:00">00:11:00] saying. And if it works and helps use it, there are lots of people who will do like, there are some people who do onboarding sequences of like 90 days or 50 emails. That is not what I'm teaching here. I am teaching you a really nice, simple onboarding thing that you can use today that will introduce you what you do and hopefully start to warm them up to become a potential client. Okay, very first email that gets sent immediately. So when you are actually setting this up in whatever email system you're using, you want to select immediate as the timeframe, not a day, not one day, not whatever. So the first email that goes out immediately is the actual email that delivers the lead magnet. And the only objective of this email is to deliver the lead magnet. That's it. Nothing else. One of my main aims with emails is to give you one thing to do, because when you [00:12:00">00:12:00] give people choice, it gets confusing and then you don't get them to do anything. So when someone comes to me and says, which of these three things should I do, or I want to include all these three things, I say to them, if you wanted and wanted that person to take one action, which of those actions would it be, that's the thing to include. So the aim of email one that goes immediately is just to deliver the thing. What I'm going to do is I'm going to briefly talk you through a little bit of the copy that I use as well, just to give you an idea of what you can include on this. Also, again, as a side, I offer all of these templates and all of these swipe files and so many swipe files in the Grow Launch Sell program. There is a wait list for the Grow Launch Sell program. It's not currently open. If you go to teresaheathwearing. com forward slash GLS, then you can get on the wait list there. Okay. So email one, like I said, the aim of this email is just to deliver the lead [00:13:00">00:13:00] magnet. Don't include anything else. So I would use a title like here is your whatever it is they've opted in for. So for instance, if you were offering a lead magnet of a recipe guide, you would put here is your recipe guide. Then it would basically say something simple like welcome and thank you for requesting my whatever it was. I really hope you find it useful. Click here to download. I look forward to seeing what you think. And then basically I tell them that I will be in touch in a few days time. So one of the other things that people get worried about is bombarding people, bothering people. I think as long as you manage people's expectations. That's fine. If you tell them I'm going to be in touch in a few days time, be in touch in a few days time, that becomes irritating when you a don't do the thing or if you don't tell them and then you start emailing them every other minute. Email number one, just deliver the thing. The only link in there should be to download the thing that they've asked for. Don't try and say come and see me on [00:14:00">00:14:00] insta. Don't try and do anything else. Just give them the thing because that is what they've asked for. That one thing. So super simple, email one is just delivering the thing. Email two, which I tend to do on day two. So if you imagine day zero is when you've delivered and day two is the next email. So it's two days later. So I'm going to keep saying the number of days as in when we start count at zero. On day two, the aim of this email is to show the reader that you understand them and also to introduce you and help them know what makes you different from someone else. For me, I use this email to really kind of say to people, look, this is who I am. This is what, you know, why you want to listen to me and that sort of thing. So, like I said, understand the situation and also to introduce you. This is the kind of swipe that I include for the grow, launch, sell. So in this email that goes on day two, I use the title. Let's get to know each other a bit better. [00:15:00">00:15:00] And then I say, sometimes emails feel so impersonal. Don't you think first name, but as you'll start to discover, I like to see them as a two way communication. Can't even say the word with my amazing community. And I actively encourage you to email me back when you feel like it, but I understand that it might seem a bit odd as we don't know much about each other yet. I'll start. So this is the bit where you include who you are, some fun facts, something interesting, and your USP, and then I encourage them to reply and tell me about them. Now personally, and again, this is me and my business, I reply to all of those emails, so they all come into my inbox. The team don't touch them. They know that those are ones I replied to. It might take me a couple of days, but I will get back to anyone that personally emails me into my inbox off one of my emails, because when I wrote this swipe copy, I genuinely believe that email is a two way conversation and it is part of a community. So like I said, email too, is to show them that you understand, [00:16:00">

405 episodes

#S L I

Mastering Email Onboarding: Turn Subscribers into Customers

Your Dream Business

published about a year ago

MP3•Episode home

A Simple 4-Step Email Sequence: To convert new subscribers into customers, focus on a clear, easy-to-follow email sequence—delivering the lead magnet, introducing yourself, providing extra value, and then introducing your product or service.
Personal Connection is Key: Keep your emails personal and relatable to build trust and make your subscribers feel more connected to you and your brand.
Automate for Efficiency: Set up automated emails and manage subscriber tags to streamline your onboarding process, saving time while nurturing relationships with new subscribers.

Transcript

405 episodes

#S L I

All episodes

Your Dream Business

1
7 Ways to Create Webinar Titles That Actually Get People to Sign Up 20:20

7 days ago20:20

20:20

In this episode of Your Dream Business Podcast, I’m talking about how important your webinar’s topic and title are when it comes to getting people to sign up and actually show up. After looking at hundreds of webinars from different industries, I’ve pulled together seven key things that can help make your title more appealing and effective. I’ll walk you through how to craft titles that are clear, believable, powerful, and emotionally engaging — plus how to handle common objections and strike the right balance between being inspiring and realistic. If you’re a course creator, membership site owner, or coach, this episode is packed with tips to help you get more people interested in your webinars. KEY TAKEAWAYS COVERED IN THE PODCAST Your title can make or break your webinar. - A strong, well-thought-out title is one of the biggest factors in getting people to notice, sign up, and actually attend your webinar. Specificity and emotion matter. - Titles that clearly state what someone will learn or gain—and that tap into their emotions—are far more effective than vague or generic ones. Balancing aspiration with realism builds trust. - A great title should inspire your audience with what's possible while still sounding believable and grounded, so it feels achievable and worth their time. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Teresa on Website , (Grow, Launch, Sell) , Sign up to Teresa's email list , Instagram , LinkedIn , or Facebook Transcript There are so many steps to creating a successful webinar. The perfect slides, engaging, delivery, seamless tech, the compelling offer that it's easy to overlook, the single most critical element. Your webinar, topic and title, what seems like just another chat box on your webinar to do list is actually one of the most important aspects. In fact, you could nail every other aspect of the webinar perfectly. But if your title doesn't instantly grab attention, create urgent desire to attend, you can find your signup, stagnating, and your show up rate low. In today's episode, I'm revealing the science behind selecting the webinar topic and crafting titles that not only get people to register, but actually show up live. After analyzing hundreds of successful webinars across dozens of industries, I've identified the seven elements that create a title that will attract your perfect customer. Whether you are planning on your very first webinar or you're a seasoned pro wondering why your [00:01:00] attendee rates have been slipping, this episode could be the game changer that you've been looking for. Welcome to the Your Dream Business Podcast. I'm your host, Teresa Heath Wareing, An international bestselling author, award-winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast. I am so excited to guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you and the season of life that you are in. In each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus we'll be diving into some mindset, tools and strategies that keep you focused, motivated. And are gonna stop you from getting in your own way. So if you're a course creator, membership owner, or coach, you're in the right place. Let's get started. Welcome back to another episode of the Your Dream Business Podcast. How are you doing today? I hope your week is getting off to a [00:02:00] good start. Can I just say something that. It is so funny. Every time I start any podcast episode, I obviously have a certain voice that I use that indicates to my dog to get up and come and wander under my desk and bang it. So I'm always very concerned that whenever I start talking that you hear like this background noise of my dog. Getting under my desk. It's so weird every single time. But anyway, that isn't why you're here. I have got a really good episode for you today because one of the things that is so important when planning any launch experience, and in this example I'm talking about webinars, is that topic or title that you are going to be using to get people to come and join you right. Now, that is the most important thing because if that topic or title doesn't draw them in, doesn't make 'em think, oh, I need to learn that, or I need to experience that, or I need to come to that, [00:03:00] then you're not gonna get the right people coming to your webinar. And also the other thing is. You might get 'em signing up, but then they won't turn up because they won't feel like it's a valuable enough thing for them to come and experience. So in today's episode, I really wanted to dive into the kind of construction of a title for a webinar, which you could also use for challenges and bootcamps and open houses and that sort of thing. Not so much for open houses. If you know how to do an open house because you've done one of my trainings, then you'll understand why that isn't the case. Anyway. The one thing I wanna touch on before we go into my seven steps or my seven points that are really gonna help you come up with amazing titles that really do help people want to come and join you, is that it has to be something that is going to help them with a pain, a problem, or a transformation that they are in right now. There's no good creating a, Webinar at the beginning of lockdown, all about [00:04:00] five best things to do out and about somewhere because that is not meeting them where they're at. The other thing to note is I did a webinar a while back now, quite a while back, and it was all about hitting six figures and multiple six figures in their business and. What was interesting is I didn't get as many signups as I would've liked to that actual webinar, which then made me think, I wonder if my audience is the right audience for that level, or whether they didn't resonate with the point of the journey they were at. So with me going over the seven points, one thing I want to bear in mind is. It needs to actually hit a pain point and it needs to hit the pain point of where they're at now. And if it doesn't, then they're not going to engage with it. They're not going to, it's not gonna resonate with them, and they're going to have trouble really going, yes, let me come along to this thing. But basically what I'm gonna be talking about is the seven effective elements for any masterclass titles, and I'm going to be giving you some examples as [00:05:00] well. So buckle in, get your notes ready, because there's gonna be some really, really good points. Step number one or thing number one. Specific outcomes. The titles that have very specific outcomes tend to get the best engagement. And when I mean specific outcomes, some examples I have from you are how to generate your first 5K month with digital products. Very specific. How to build a six figure coaching business while working just 25 hours a week. Very specific. How to book 15 discovery calls a week using LinkedIn. This is a very specific outcome. I used to be so afraid of getting really specific and niching down because I was so worried about upsetting people in my audience who didn't fit that niche or didn't fit that thing. And honestly, my success this year has gone faster than it ever has, [00:06:00] and my income is growing faster. Everything is just. I'm not gonna say falling into place 'cause that is definitely not the case. I'm working very, very hard. But ever since I've really niched in and got more specific on what I am talking about, it seems to be working better. So this as number one, is a really, really important one. Is it specific? Are you telling them something specific, non-specific, might be how to feel better? Like No, it just doesn't tell me anything. How to grow your business doesn't tell me anything. Element number two, numbers and structure for credibility. Lots of really good webinar masterclass. Titles have numbers in them. It's something that I do a lot and. The psychology behind the numbers is numbers suggests that you've done testing and research, and therefore it really helps with the trust element that if you say it takes three things or takes five steps or [00:07:00] four frameworks, or whatever it might be, it makes me think, oh, okay, you've really looked into this and thought about it. Also our brains process information more effectively when it's organized into chunks. So therefore, we can clearly see what's gonna happen. And numbers signal a clear and structured approach that won't overwhelm your learner. So some of the examples you could have for this are seven steps to Creating a highly Converting sales page without hiring a copywriter. Three, client Attraction Systems that work for introverted entrepreneurs. You can see as I'm going through these, they all kind of build on each other, so they're still very specific, but we've got some numbers in. A two hour business CEO system to run your business instead of it running. You numbers really help with that structure and with that credibility. Like I said, someone would be thinking, okay, well they know what they're talking about. If they know this is the top five steps or the main three things, or the framework, the four part framework. Element number three, transformation [00:08:00] language. Now, I said right at the beginning that obviously it needs to be worked around the transformation that your audience are looking for, but transformational language creates the before and after story so that people can mentally insert themselves into that story. It helps them with an aspirational self-image. They're more motivated by who they want to become. It's either. A pain that they wanna get away from, or a transformation that they're trying to get to, and it helps highlight the gap between their current stay and their desired stay. The transformation creates that tension and therefore helps create the action. So, for instance, some of your examples that you could use for transformational language are things like from overwhelmed to organized, transform your content creation process. Turn your expertise into a signature program that sells all year round. Convert casual followers into raving superfans in just 60 days. Evolve from service provider to sought after [00:09:00] industry authority. So you can see all of these titles are taking them from somewhere to somewhere. They're showing and demonstrating that transformation that they're going to get when joining the masterclass or webinar. Number four, addressing objections directly. Now this is such a good one and there are some webinar titles, some masters titles that I look at. 'cause as you know, I to say I gee out over this stuff. I mean, if you haven't got that already, then I'm surprised. But I look at some titles and I am just like, genius. This is so, so good. And addressing objections directly is one of those things that is. One of the best things you can do in a, in a masterclass or a webinar title, because you are literally going, oh, and before you think of this, let me tell you it's not that. But let me give you some examples and tell you why it works. So there's something called cognitive dissonance resolution. When we address the objectives with directly [00:10:00] addressing objectives, and it eliminates the mental conflict between the desired and the perceived obstacles. So they have an idea in their head, which is. Cognitive dissonance where basically they're going, I could do this, but I can't because of this. Well, this is the resolution to it. We are, we're addressing it straight away. By acknowledging the objections, you're reducing that psychological resistance that occurs when people feel that their concerns are ignored. And phrases like, even if help combat the, I can't because thought that prevents their actions. So if they are thinking, if I'm saying to you, you can do a webinar. Even if you're not that good at selling, then I am hitting the objection directly of you going, I can't do a webinar. I'm no good at selling. So some examples of titles that include this objection handling is how to launch your podcast even if you're not tech savvy. So the objection is that they think they can't, they're not tech savvy. Obviously this title hits that. [00:11:00] Building a thriving online business without a massive email list or social following. Again, the objection, I don't have an email list. I don't have big social following becoming a paid speaker, even if you have zero stage experience, so someone might wanna come paid speaker and they don't have any experience. There's the objection, we're hitting it. How to sell a premium service even in a saturated market. Again, I would, but I can't because it's saturated. The objection one, like I said, when I see it and when I see people doing it, oh man, I'm just like, brilliant, genius. That's excellent. So if you know there is one main objection that you customers have for doing the thing that you're trying to help them with, get that into your title. Moving on to number five. Number five is balancing that aspiration with accessibility. Now, this is a super interesting one because back in the day, and still today in launching, there has been this thing of like hitting seven or eight figures or. Building the life you dream of. Like I always talk about this [00:12:00] podcast is called Your Dream Business, that sometimes that aspiration is so far ahead that I can't possibly think that it's achievable. And that's the kind of balance you've gotta get. Like how you can actually show them that something is available to them, show them that. You know, there's that they can hit the aspiration they've got, but while also appearing and being accessible. Because if I said to you, let's say there was a webinar that was like, how to become a size 12 in two weeks, I would be like, well, that is not accessible because. There's no way that someone could do that. Like that might be an aspiration of someone, and I'm just using this as a, you know, frivolous example. Someone wants to get to that size, but like it doesn't feel accessible. So when you balance that aspiration, accessibility, it suggests progress is possible through appropriate effort and not superhuman abilities or completely unrealistic things. So some [00:13:00] examples for this could be achieve authority. Build your expert platform in just 12 weeks. So you are telling them it's going to take 12 weeks. There's the accessibility bit, the realistic roadmap to your first six figure launch. Again, just even saying that makes me go, oh, I could do that. That feels accessible because in the title, we've used the word realistic roadmap, which makes me think I can do that. Steady steps to seven figure systems. Small daily actions with big results, again, feels fairly doable and accessible. The doable daily plan, 30 minutes to marketing success again, sounds like I can do it. So having some of that aspiration versus accessibility in there is really, really good. Onto number six, focus on desired end results. This is all about showing them what's possible. It's all about what is it they really want? What is the ultimate goal they're looking for? [00:14:00] Because people accelerate towards goals. As it gets closer, end results create a clear finish line. So if you say to them, this is what they're after, or this is what they're looking for. Then you are gonna help them feel more confident that it can happen to them and it can happen for them. So some examples of this could be the Cashflow Accelerator, turn content into a consistent revenue. Scale and simplify double your revenue while halving your workload. Like what is the end result that someone wants? They might want to double their revenue, but they also might want to halve their workload. One thing I should say, actually that feels a bit funny to say it now or into number six, but these should be real. Okay. Everything that you are saying here should be doable. We can't just say you're going to be able to double someone's revenue and half their workload if that's not possible. It has got to be possible. It has got to be something that you can help someone with. I feel like that's a really stupid [00:15:00] thing to actually say. Because surely you know that, but I do wanna say it just in case someone needs reminding that we can't make crazy, wild claims. Even though I'm giving you examples of titles to prove my point. I'm not necessarily saying say these things if it's not true or you can't make it true. Then the final one, emotional triggers. We, I was gonna say we all know, but that is a very soothing statement. We hopefully will all know that emotional and hitting with emotions has a much deeper impact than. When we don't use emotions, because it's that whole saying, I might forget about what you said, but…

Your Dream Business

1
How to Be a Thought Leader in a Crowded Market – with Sara Connell 52:02

14 days ago52:02

52:02

In this episode of the Your Dream Business Podcast, I had a great chat with thought leader Sara Connell. We talked about what it really means to be a thought leader these days, and how being authentic and thinking outside the box are key. Sara busts the myth that everything’s already been said, and encourages people to lead with their own voice and ideas. We also got into why being visible matters now more than ever, touching on things like the “trust recession” and Google’s “zero moment of truth.” She shared super practical tips on how to stand out—even in crowded spaces—and make sure your audience is actually paying attention. Plus, we talked about writing books, and Sara gave some smart frameworks to make the process less overwhelming. If you’re a coach, course creator, or membership owner wanting to boost your influence, this episode is full of helpful insights. KEY TAKEAWAYS COVERED IN THE PODCAST Your voice is still needed—even in a crowded space. Sara debunks the idea that everything’s already been said. She encourages you to lead with your own thoughts and trust that your unique perspective can make an impact. Visibility builds trust—if done right – We explored how being seen isn’t just about showing up, but about showing up with intention. Concepts like the “trust recession” and Google’s “zero moment of truth” show why strategic visibility matters more than ever. Writing a book doesn’t have to be overwhelming – Sara shares simple frameworks to help you structure and write a book efficiently, turning what feels like a massive project into a doable, powerful tool for influence. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Sara on Instagram , Facebook , Youtube , Website Connect with Teresa on Website , (Grow, Launch, Sell) , Sign up to Teresa's email list , Instagram , LinkedIn , or Facebook Transcript Teresa: Who gets to decide that you are a thought leader? Is it an industry gatekeeper, social media, algorithms, or something much closer to home? In today's episode, I am sitting down with Sara Connell to discuss all things thought leadership. We'll be challenging the myth that everything has been said before, and even when there is no original content, how you can still become a thought leader in those spaces. But here's the reality check. You can't be a thought leader if no one's listening. So we also look at visibility, head on exploring concepts like the trust recession and Google's fascinating zero moment of truth that changes everything about how audience find and connect with you. As an online business owner, becoming a thought leader is going to accelerate you and your business. So this is a must listen for all of you course creators, membership owners, and coaches. Hello and welcome to another episode of the Your Dream Business Podcast. How are you doing today? I hope you are good. I am very excited about today's episode. I get excited about all the episodes to be fair, and if I didn't, I wouldn't be putting the episodes out. That is a true thing. But today I am interviewing someone who was new to my world and I didn't [00:02:00] know her name is Sara Connell and she, sometimes I get agency or not. Sometimes I get agencies pitching me a lot and lots of the times. Well, I get a ton of pitching, if I'm honest. We probably get two to three people pitch a day to come on the podcast. So it's actually really unusual for me to have someone on that I don't know or haven't had some connection with. But you know when you meet someone and you are instantly like, oh my goodness, I love you. You are amazing. She was awesome. We got on so well. The conversation was brilliant. It's a little bit longer than the normal. It's not ridiculously long, but it's like 40 something minutes that I'm actually interviewing her, but it was because she was so brilliant and I loved it. And you know, the wild thing, I've just come to read her bio to do this intro. There's stuff on here that I'm like, damn, I wish I'd spoken to her about that, because we didn't even, like, there was so much we could have talked about and so much we could have gone into, and actually we didn't even talk about some of this stuff. So basically she's a [00:03:00] five time bestselling author and the founder of Thought Leader Academy, where she helps coaches, experts, entrepreneurs, scale, impact, and create six and seven figures by becoming a bestselling author and an in demand TEDx speaker. She is obsessed with personal growth, peak performance, and transformation. Some of the things I saw in her bio, well first off, she's been featured in Oprah, New York Times. Good Morning America today. Forbes entrepreneur, TEDx, and she's had books nominated for National Book Awards and L Magazine book of the year. She's done. She's a championship rower, completed five marathons and practiced yoga and meditation for 20 years, and she's an avid traveler and LED retreats in lots of different countries. She's also a mom of a 13-year-old and. Like, there's just so much on here that I could have like talked about. She's had, she's recovered from sexual assault and addiction, and again, we didn't get into any of that because we just, I just like started talking about the subject that we're talking about and it just went on and it was brilliant. [00:04:00] So what we talked about, which kind of makes sense given that she is a, helps people become thought leaders is we talked about being a thought leader. And really, you know, that was the right thing we talked about because that's what she does. But we talked all about who decides you're a thought leader. Like it's always really perplexed me of like, I'm a thought leader. Well, who said, do I get to say I'm a thought leader? Or does someone else have to say I'm a thought leader? So she talks about how we decide or how. We can decide that we're a thought leader. She also talks about how it's connected to our own internal thoughts. And I have to say, I didn't think about this at all. Like if you'd said to me, we're gonna be talking about thought leader, what do you think is gonna come up? Internal thoughts and what we think ourselves actually didn't feel like. It would come up, but it did, it was great. We also talk about how do you become a thought leader in a world where nothing is new. There is no original topic, like everything has been talked about a thousand times and she gives an, uh, an example. But another [00:05:00] example that I was thinking about as I was writing this intro was Ali Abdoul. Now, I'm, uh, I, especially a big fan of his, but that sounded a little bit like. I'm a big fan. No, I just enjoy watching his content. He does stuff on YouTube and his main stuff is around productivity. It's actually now about lots of different things, but really productivity was a thing he got really well known for. And obviously there are hundreds, if not thousands of books, blogs, podcasts. Videos about productivity and how to be productive, and yet he was able to bring out a book on productivity and be very successful and have a YouTube channel about productivity and be very successful. So much so you would say he's a thought leader in the space, but that subject has been talked about so many times, and one of the things that she talked about is how we can become a thought leader in a very noisy space by focusing on a particular aspect. That's exactly what Ali did. He had a book that's called Feel Good Productivity, and his is very much about productivity [00:06:00] associated with being happy and finding things fun and that sort of stuff. She also covers things like why we need white space or thinking time and we need to make space for it. And then the crucial bit, how do we become a thought leader if no one is actually listening? Surely a thought leader is someone that people listen to, so if you don't have an audience. Are you even a thought leader? And we come back to that same subject that we always come back to because it is so important. Visibility. How do we get visible and how do we grow that audience? And she talked about the fact that there's a trust recession going on at the moment. And I think that's really fair to say in the online space that we have been in a world where. People in the online space have been selling and saying there's certain things and people don't believe it, and I think they right to be a little bit more shrewd with their time and money and opinions. But she talks about " z m o" the Zero moment of truth, which I had heard about, but I didn't know that's what it [00:07:00] was called. So that was really interesting and why that's so important. And then finally, almost right at the end, we talk about having a book, how we come up with a book, how we do it in a way that is easy and doesn't feel hard. 'cause the very first thing I said to her is honestly the thought of writing a book, literally. Fills me with dread. I can't even think. But yeah, I can't even imagine writing a book. It was such a good conversation. She's so lovely and I really, really enjoyed talking to her, and I know you are just going to love her. So without further ado, here is the lovely. Sara. Sara, welcome to the podcast. Sara: So thrilled to be here. Teresa: Well, we have just been chatting already, which is awesome. That always says it's a good sign of a good podcast when we had to go. Okay, let's record. So I am gonna jump straight in because we are talking about thought leadership and one of the things that always comes to mind is. Who decides that you're a thought leader and can you just decide yourself?[00:08:00] It's like, where's the tick list that I can go? Does that make me a thought leader? Like, so how would you describe it and how does someone know if that is what they are? Sara: I love this question because it has gotten to a point in the zeitgeist, right? We hear like influencer thought leader. Mm-hmm. And we wonder does it have meaning and what does it mean? So I'll just share what it means to me and, and our, you know, members that we coach and thought Leader Academy, where we're, we're developing, you know, and helping people develop their thought leadership. We're not developing them. They're already, you know, thought leaders, but yeah. Do. I'm gonna start. I'm a brain science girl, so I'm gonna start with the inner piece because I believe thought leadership starts with leading our own thoughts. If we are not powerfully and in an empowered way, leading our own thoughts, meaning that we are, you know, committed internally to bringing forth something new and original, tapping into our genius, knowing our own worth, right? If, if we wanna lead others. Are we, are we leading ourselves, you know, in a, in a powerful [00:09:00] place. So we do a lot of work with our clients around, you know, our internal thought leadership, right? Because a lot of times, and I'm absolutely one of these people, sometimes my internal thought leadership is really rubbish, right? It's like, it's very not, not building my, so I think, I think if we wanna imagine being known as a thought leader in our space, it is worth looking inside and seeing like, am I leading my own thoughts in a way that is worth following? Am I committed to mastery? Am I committed to creative thinking? Am I committed to innovation? Like that's a, that's a, that's an appropriate inventory, I think to take, right? In terms of, does someone else get to say we're a thought leader, right? We help people in their thought leadership, right? Bestselling books, for example. Well, the bestselling book is a thing. You have to hit a list of some kind, whether that's Amazon, the Guardian, New York Times, like you have to, you know, you have to hit a list. That's de determined by number of books sold, right? So that's a concrete thing. You either have that or you don't have that with a book. So thought leader like are we [00:10:00] allowed to just. Claim that, you know, for ourselves, right? I want, I hope everyone decides, and I hope they, they write in and write in, you know, to this podcast and see what, what you think. I, I think the next step to decide, if you, to me, a thought leader is someone who is bringing their own unique take on an interesting topic or, and bringing something new. And by way of a new way of thinking, a new paradigm, right? If we're saying thought leadership, you are leading the thoughts of ourselves, right? And then others. So. Kind of like the TED brand. If people have heard of TED Talks or TEDx talks, their mission is ideas worth spreading, right? That's like sort of the tagline of TED and and thought leadership is kind of like that. Like, are we really going deep enough to say something new? Now, I don't mean that we're ever gonna have an original topic because there's. Everyone's already, yeah. Talked about everything . but think about if people have heard of the book, James. James Clear's book Atomic Habits. Yeah. So I like that book a lot and I think it's a great thought leader book. And I think he [00:11:00] is a thought leader. And the reason I use him as an example is because, you know, there's a million books that habit change. Thousands and thousands of Ted Talks books and paradigms and coaching programs change your habits. But he took something surprising. Right. And it isn't even really original. Right. Other people talk about micro habit change. You know, it's not like he, he made it all up, but he brought it forth in a paradigm called Atomic Habits. That's interesting to us. It lets us think about things, you know, versus someone that would say Make incremental change. Like, but he packaged it in a way. So I think there's. Original thinking on a topic, a, a unique paradigm that people can. Get behind and maybe be different at the other side. So I'll, I'll stop there. 'cause I, you know, I could go on forever about it, but again, if I think of like the three criteria, it's first, are we leading our own thoughts from a standpoint of high quality leadership? And then are we being innovative and doing the deep thinking and the, and the exploration and the research to find [00:12:00] out. What hasn't been said, what hasn't been looked at in this particular way, and then they're giving people a way to engage like Malcolm Gladwell did also in the tipping point. Like he didn't make up the idea that you need 10,000 hours to master. He quoted an Erickson study that had been done, but no one was looking at it. Research study by an academic. If you're not in that world, but the masses, right. People say the tipping point now, right? And, and he brought us a way to think about, ooh, am I, am I doing my 10,000 hours? Am I doing my reps? Am I, so I, I think that's, to me, the exciting thing of, and the invitation of thought leadership. And if we're someone who's willing to lead ourselves in a powerful way to do the interesting deep thought, to bring something new and fresh, and then, and then give it to us in a way that people can't. Play with, create a transformation. Teresa: And I think it's so good to hear you say that. 'cause I think in this world where literally [00:13:00] everyone has talked about everything, it's so hard. I think, and if you are a conscious person, which I know anyone listening to this will be, they will be worried that they heard something somewhere and have taken it in their head and. Are they okay to share the concept and, and it's so funny, like I heard someone who's pretty big quote something the other day and said. My dad said this, and I dunno if he came up with it and it was, if you love what you do, you'll never work a day in your life. Right. And I thought fairly confident your dad didn't come up Sara: 1000%. You could do a quick Google search and know that your dad did not come up with that one. Teresa: And I was watching on YouTube, I, you know, it's pretty huge. And I was like, that is hilarious that they just said that. But like, you know, it was obviously something their dad did say, but it was just amazing. Like, I don't think my dad came up with it and like. Nope. Fairly sure that is not the case. Sara: Don't think so either, buddy. Teresa: Yeah. But is that worry that like, what if I [00:14:00] say something and I am one of these people that. I love research, right? So I am such a geek, like, give me the brain science any day of the week, right? Like, and so because I do launching and because this is what I teach and because this is what I help people win. I am like in other people's launches, pulling it apart. And it was funny, I have a, a new strategy that I talk about called the open hang strategy. And I was talking to someone else about it and they were like, is this your strategy? And I was like. No, not really. I said, he said, well, how did you learn it? And I said, well, actually, someone else did it, but they didn't know what they were doing. Whereas when I went through it, I was like, oh, this is genius. And I pulled it all apart and I was like, oh, and this is why this bit works and this is why. But they didn't know what they were doing. But of course, I. Very cautious to go, this is my strategy 'cause it's not my strategy. And again, like anything I do, it's like, well, I've learned and yes, I have learned from lots of different people and I've taken lots of different things and I've packaged it [00:15:00] up in a different way and, but I think there is always that concern...…

Your Dream Business

1
From Crickets to Conversions: The 3 Webinar Mistakes Costing You Money 25:41

21 days ago25:41

25:41

In this episode of the Your Dream Business Podcast, I talk about the big mistakes a lot of business owners make during their webinars that end up hurting their sales and costing them money. Based on my own experience with marketing and running webinars, I highlight three common slip-ups: treating webinars like free lessons, not showing your expertise clearly, and rushing through the part where you actually sell. I also break down how to set up a webinar that really works—like using case studies, setting the right tone, and confidently sharing your offer. If you’re a course creator, membership site owner, or coach looking to make your webinars more effective and boost your results, this episode is definitely worth a listen. KEY TAKEAWAYS COVERED IN THE PODCAST Webinars aren’t a free workshop—balance teaching with teasing – Give just enough helpful content to demonstrate value and spark “aha” moments, but leave room for curiosity so attendees still want the paid offer. Show your authority all the way through – Sprinkle in short case studies, quick wins, and personal proof as you teach; this builds trust and positions you as the obvious guide before you even reach the pitch. Slow down and sell with a clear structure – Warm‑up → story → offer → next steps. Move through each phase confidently, repeat the benefits, and handle questions—don’t rush the close if you want conversions. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Teresa on Website , (Grow, Launch, Sell) , Sign up to Teresa's email list , Instagram , LinkedIn , or Facebook Transcript Teresa: Have you ever hosted a webinar that you thought was absolutely awesome? You created amazing value. People were super engaged, they loved what you did, and yet when you made the offer, crickets, literally nothing. If that sounds familiar, you've likely made one of these three crucial mistakes that I'm talking about in today's episode. After being involved in hundreds of webinars, reviewing them, participating in them, and running my own for years, I've seen these same three mistakes over and over again. And let me tell you straight, they're not just hurting your conversions, they're actually costing you money. In fact, mistake number two is actually something we've had to focus on even more in the last year because it's becoming. Absolutely crucial for webinars that convert into today's market. If you have plans to run webinars now or in the future, you definitely want to listen to this episode. These simple fixes could be the difference between crickets and conversions. Hello and welcome back to another episode of the Your Dream Business Podcast. As always, I'm your host, Teresa Heath Wareing Also, I wanna take a minute just to say thank you for spending some time with [00:02:00] me. I really appreciate as a busy business owner. It can be really tricky to make time for things like this, but it's so, so important. I personally spend a lot of time when I'm getting ready, when I'm cooking, when I'm driving. Not that I do a whole lot of that, but I always try and fill those times with watching YouTube, listening to podcasts, listening to audio books. My quest is to constantly learn things and. One of the reasons I love the podcast so much is that I get to share that stuff with you, and I get to constantly learn, constantly develop not only in what I'm learning, but also what I'm doing in the business. One of my words for the second half of this year is experiment and test. And that is something that we are really embracing this year. And the more I experiment and test, the more I can come and tell you what is working, what is not working, and what you can do in your business. So. [00:03:00] I just wanted to say thank you and I appreciate you greatly taking the time out, and I'm gonna ask a favor. There is a surprising number of people who listen to the podcast who don't yet subscribe or haven't hit download on whatever the app is that you're listening to. So if you don't, and if you haven't subscribed, I would love it if you could actually subscribe. The other thing I would really love you to do and I'd appreciate it so very much, is if you could go and give me a really lovely five star review wherever you are listening to this. Honestly, I can't tell you how much it means the world to me, but not only that, it means that more people are going to find the podcast, which means that I can invest more time and more effort into creating an even bigger and better podcast for you that you can use to help grow your online business. Okay, let's get on with today's episode of the podcast. Today we are going to be looking at the three mistakes that I see business [00:04:00] owners make when they are doing webinars. If you're new round here first, welcome. Secondly, I have been talking about webinars for a really, really long time. I've been teaching about them for a long time. I have been doing them in my business, doing them with clients for a really long time. And although things have tweaked and changed and they really have, there are some fundamental things that I see people getting wrong all the time. And I wanna share these three mistakes with you today. Mistake number one. Thinking that the webinar is just a free training now, I think it's not held by the fact that there are lots of different names for different types of things. So for instance, you've got things like workshops and webinars and master classes and training. So what, what is it? And which is which? So what's the difference? Well, a workshop and a training normally is when you are fully teaching them a thing, [00:05:00] and most often there is a cost for it. It doesn't have to be high. It can be a low cost thing, but that isn't what I'd call a webinar. So I do low cost paid workshops throughout the year. In fact, I have one coming up in a few weeks time to do with webinars, so keep an eye out for that and you'll be able to find out more about that. But basically these workshops, when I do them and when I teach them, it's all about giving you the transformation that you are promising. It's all about saying from start to finish you are gonna take 'em through everything. You're not gonna leave anything kind of, you know, behind a paywall or anything. The thing that you have said, you are going to train them on, you are going to fully train them on a webinar or masterclass, just a different name for a webinar. I. Isn't quite like that. You don't give them everything. And in fact, this is one of the big problems I see and one of the mistakes I see is that people are viewing them as a training. They're not structuring them as a webinar because they've seen webinars and they think, great, I just give some free training for an [00:06:00] hour and then I give them a cell. It's a very different format. It's a very different structure, and that might be if you've done a webinar that didn't convert, that might be why you see the problem when you treat it like a training. You are not making your paid product a natural next step. You are basically giving them everything they need. So even if it is a natural next step to buy your thing, they're potentially either overwhelmed or feel like they've got everything they need because of everything that you've covered in that webinar. Whereas actually the webinar needs to, it's almost like a story arc, right? So you know how someone's telling you a story, it's almost like. In a training, someone gives you the entire story from the beginning to the end and you come away going, oh, that's a lovely story. You've heard the whole thing. A webinar isn't that. A webinar is like they've told you the story, set up the bit that gets really exciting, and then they're leaving the end off and you wanna know what the end is. You [00:07:00] wanna get to that final thing. You want to have that complete kind of circle of the story, and that's what your paid product is. You've heard me talk about this before and lots of people talk about this and it still very much stands that a webinar tends to show more of the what and the why and not so much of the how. So for instance, if you were doing a webinar on. I dunno, gluten-free diets. Okay, so it might be what is a gluten-free diet? Why you need a gluten-free diet, but you won't necessarily go into the full ins and outs of how to do a gluten-free diet. Now what I always like to do, because one of the key things for me is that if someone comes to a webinar of mine or a masterclass of mine, I want them to come away feeling like they have used their time really efficiently and it was a. Good use of their time and therefore I am going to give them a little bit of the how. I am going to show them a bit of what they can do, but not too much because I do want it to naturally [00:08:00] lead into the next thing. A webinar needs to be a balance between value and selling. You do need to give some value, but also it is a sales tool. It is a thing to be sold to. Now, depending on your audience, some people will know that some people won't. So for instance, when I invite you to come and do a mask class with me, because you are in the online space, you know full well, I find this whole thing really matter actually. It kind of really makes me laugh. I was just teaching someone to do an open house strategy. I was teaching a, a group of people to do the open house strategy, which is a very cool strategy if you have a membership. And I then sold to those people, and in doing the sales bit, I was kind of showing them what I had just taught them, and also I was like, look at the emails that I'm about to send out. Like I look at people's sales emails with real curiosity, and I love it when people do that to me. I love it when people come to my webinar to see how webinars structured when they opt in for my emails, [00:09:00] to see how things are, like, what emails I send, how I then go into a sale, how I manage pre-launch content. So it always makes me laugh that kind of, if you come to my stuff, it's a little bit meta 'cause I'm teaching you to do the thing. But I take comfort that I am from marketing. I've been in marketing for 20 plus years and this is not just me. Like buying a course on how to do a course and then selling a course on how to do a course that it definitely is not that. Okay? Anyway, now I'm kind of like getting myself into a bit of a hole here. So the one thing that is really important to note is with a webinar, when I teach how to do a webinar, I teach three very distinct sections of the webinar. The three sections are setting the scene. Which ensures that they understand what this is going to be, that you've got the right people in the room. And there are some very specific things that we do here that isn't just training. In fact, there's no training in this bit. This is about making sure that they are the right people and you're gonna teach 'em the right thing. Then we have the next section, [00:10:00] which is delivering the content. And this is the bit where you are giving your expertise and you are telling them the what and the why, and a little bit of a how. And then the last section of the webinar is the making the offer. And I know it's a webinar when someone follows that, that kind of framework, when they have those three distinct sections within their webinar, and by the way, watching someone else's webinar, I can spot those three sections. So they really do work. Okay, so that is mistake number one. This is not a free training. This is a webinar that happens to be teaching 'em something, but it's also selling mistake number two. You are not proving your expertise enough throughout the entire webinar. Again, people almost get it into their head that they teach and then they sell, and it's not, it's so much more nuanced than that. It's so much more integrated than that. And one of the things that I see all the time in my program, in my group, in my Grow Launch [00:11:00] Sale program, one of the things that people are able to do is send me their stuff to look at and I record myself looking at, say, their signup page or their presentation for their webinar or their sales page, whatever it might be. One of the things that I will do when I look through someone's presentation is I will tell them they have not given me anywhere near enough case studies or testimonials that I need, and it's not just about putting them in there, it's a very strategic way in which we put them in there. So, for instance, the mistake I see lots of people make when they do include testimonials and case studies is I see them basically just either. Well, either and at the beginning where they're introducing themselves, they just have like a, this is who I am, I am a, this. A list of things and then a list of the credibility pieces. So you know, I'm a award-winning speaker, I'm a podcast or I'm a this. They literally just list stuff, those things to go look how credible I am, am and my [00:12:00] expertise. Then they might have some logos or places that they've been, or things that they've done. That's one place people put them where we shouldn't. And that sounds quite strong that we shouldn't put 'em in there. But the reason we shouldn't put 'em in your bio bit is 'cause when we tell people who you are, there's a very specific way in which we do that in order to connect it to the webinar and to the sale. So we don't just go, Hey, I'm Teresa. This is who I am and what I do. We tell a story, but I don't wanna get into that too much. So the other place that people put their testimonials and their case studies is they sometimes put them at the end when they go to the office, they go, this is my thing, this is why it's awesome. And this is people who have done it and what they thought of it. And again, that is going to not hit how you want and it's not going to be convincing enough. The case studies slash testimonials need to be throughout the entire webinar. In fact, every single point that you share in your webinar. So let's say someone is [00:13:00] coming to you, they're gonna do a webinar about the three ways you can. Make more money selling badges. I just have no idea where my brain went there. Literally just made that up out of nowhere. But let's roll with it. Okay, so let's say, really I, yeah, not sure what happened in my brain at that point. So let's say that that's your webinar and you've got these three distinct things that people can do. To sell more badges. Hey, if someone is listening to this who does this as a job, you really do need to get in touch. So let's say that you've got these three distinct things. Let's say thing number one is you need to, oh man, now I'm really struggling because I've come up with this completely crazy business idea and now I've gotta think of things that I can add in. I'm just gonna go with whatever. So let's say number one is you're gonna start emailing more. Uh, I know that was a lame, a lame thing, but we're going with it. So number one, you are gonna email more. [00:14:00] What you're gonna do is you're gonna go point number one. You are gonna email more. This is why you wanna email more. This is what I mean by emailing more. And this is a tiny bit of the how. And then at the end of that section, you are going to say, just like my client Fiona did, Fiona had a badge company that this is so niche. I had a badge company where. She was only selling 500 badges a month. She did an email campaign that I worked with her aunt, and now she's selling a thousand badges a month. Well done. This is what Fiona had to say and like I don't even, I wouldn't even read the testimonial. I would have the testimonial on there, but I would talk about her more as a case study. Then let's say you are going to point number two and point number two, God, now I really am struggling, is you are going to advertise in the badge making magazine. Oh man, this is, if this is the first episode you are listening to be on, then I am so sorry. I'm not quite sure what's happening as I record this one. Okay, so number [00:15:00] two, the badge making magazine. Again, you're gonna do the what and the why, a little bit of the how. And then at the end of that, you are going to say, just like my client Robin did. Robin had never advertised the magazine before. We created a great ad, we put it together, we did it, and suddenly now Robin has. 10 his income like, so I wanna see, I'm gonna start with the badge stuff next. I wanna see a case study or proof that the thing you are telling someone to do is useful and works. I know what you're going to say. What if I haven't actually helped someone do the thing? What if I haven't helped Robin advertise in a magazine and 10 X's profit? Then what you could do, or one option is there's lots of options. One options you could do is you could find someone who is doing this and is successful. Now, you are not saying you taught them or you help them. You are saying though. There's this [00:16:00] person, they did this thing and they have this, this strategy works. You're not, and you are definitely not saying it's you that help them. You're just saying, this strategy is being used by this person and it's a great strategy. Okay, now we stopped talking about badges so random. Make sure you prove that you an expertise. Make sure you put it all the way through. I've just given you one example of every time you share the area of like this is what you should do, that you share on, but there are actually many other places that you should be putting in these case studies and you need to be putting them in lots and lots of places. So make sure that you are including the proof that you are good at what you say and you know that what you're teaching them works. Okay, let's get to the last third mistake that I see lots of people making when doing a webinar. The third one is rushing through the sale. And when I say rushing, I kind of just mean either physically, like the minute they [00:17:00] get into the sales bit, they suddenly speed up how they talk. They get very frantic just to click through the slides and be gone,…

Your Dream Business

1
How to Stay Visible Without Burning Out: Easy Marketing Wins with Hannah Isted 46:35

28 days ago46:35

46:35

In this episode of the Your Dream Business Podcast, I chatted with Hannah Isted from HI Communications all about why being consistent with your marketing really matters. We compared it to gardening—if you put in regular time and care, you’ll see long-term growth. Hannah, who created the 'Best 90 Days Ever' marketing program, shared how to break your marketing into smaller, doable steps so it doesn’t feel so overwhelming. We also talked about the value of keeping things simple, doing things over and over, and making marketing part of your everyday routine. If you run a course, membership, or coaching business, there’s lots of helpful stuff in here for staying visible and on top of your marketing game. KEY TAKEAWAYS COVERED IN THE PODCAST Consistency builds momentum – Just like gardening, regular and steady marketing efforts lead to long-term results, even if progress feels slow at first. Keep it simple and doable – Breaking your marketing into small, manageable tasks helps you stay consistent without getting overwhelmed. Repetition works – Repeating your message and showing up daily helps keep you top of mind for your audience, which is crucial for growth If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Hannah Isted on Instagram , Website Connect with Teresa on Website , (Grow, Launch, Sell) , Sign up to Teresa's email list , Instagram , LinkedIn , or Facebook Transcript Teresa: As membership owners, course creators and coaches, we know that we need to market our business. If we are not visible, if people don't know we exist, they are never going to be able to buy from us. So that saying, if you build it, they will come just straight up is not true. Also, I like to liken marketing to gardening. You know, I'm a big fan, but when we garden, we have to get all the things we need to give that plant the most success it can have. We need to water it. We need to plant it in the right things. We need to give it the feed. We need to do all this stuff in good faith that one day my tomato plant is going to give me an abundance of tomatoes and. We have to do it. If we didn't do all that work, we have no hope of ever getting those tomatoes, but we do it in good faith that it's going to happen, and we have to quietly wait for months and months and months and months for that day that it finally pays off. And that is what marketing your business is like. We have got to sow the seeds, do the thing, give it the water. Constantly and one day that will pay off. When we think that we do something today and tomorrow we're gonna get a sale. It just isn't true. But how do you show up consistently? Because that consistency is important and is key to really making sure that your marketing is doing what you need it to do. Today I talk to Hannah Ice. That who has a great way of breaking down marketing of your business, that it's simple, it's not overwhelming, and it doesn't take you very long if you are struggling to show up consistently and put you and your business out there, this episode is for you. Welcome to the Your Dream Business Podcast. I'm your host, Teresa Heath Wareing. An international bestselling author, award-winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast. I am so excited to guide you on the journey of creating a business and life that you not only love, [00:02:00] but one that perfectly aligns with you and the season of life that you are in. In each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus we'll be diving into some mindset, tools and strategies that keep you focused, motivated. And are gonna stop you from getting in your own way. So if you're a course creator, membership owner, or coach, you're in the right place. Let's get started. Hello and welcome back to another episode of the Your Dream Business Podcast. I am your host, Teresa Heath Wareing as always, okay. Today we have an interview with the very lovely Hannah Isted. Hannah came into my world a while back now, she was actually introduced to me through someone else I know, and she actually ended up speaking at the summit when I did my summit back in 2024. No. Yes. 2024. Couldn't remember what year it was then. Hannah is the founder of HI Communications supporting small [00:03:00] business owners with their marketing. She is an author of the Best 90 Days Ever book, a marketing membership, and she shares quick and daily prompts that shows businesses how to promote what they do in just 10 minutes a day to make it simple and easy and fun. She's worked with hundreds of business owners helping them to increase their online presence through her membership courses and workshops. In her email, newsletter and podcast, the Social Sunday, she shares marketing advice to help product and service-based businesses get out their own way and constantly promote themselves. This conversation was really timely. As you might know, if you've been a longtime listener, I used to have someone do my social media for me and that stopped, and I've been doing it ever since. And I laugh 'cause I'm doing it terribly. My long-term plan for the business is to bring someone back to help me with content, where basically I create all the stuff and then they just. Make it look great and put it out and do all that, but I [00:04:00] can get really stuck in my own way of what am I meant to put out? What's kind of things can I talk about? You know, the wild thing about all of us is that we have no shortage of content, right? Like the conversations today at the point I'm recording this, I actually have something like six calls, I think today, and two of them. Two of them are coaching calls. One of them is a training session I'm doing. One of them is a podcast interview I'm doing like, I have no shortage of content that I can put out to the world. I talk constantly. There are so many things I can talk about. I have, and I say this on the podcast, I have an entire program full of really cool stuff. Yet when it comes to sitting down and putting together a post for social media or maybe coming up with a podcast episode or writing an email, I can really get in my own way and get stuck and struggle to think of what to say and do. So today's episode is [00:05:00] brilliant. If you are feeling like that, if you are feeling the overwhelm of what we should be creating, if you are struggling to know what to do first, this is exactly what Hannah teaches and how Hannah approaches it. We talk about all things batching. You know, I'm a big fan of batching. That's a good way of getting stuff done. We talk about how to actually post something when you are overthinking it, because I think sometimes as well, we have this need to want to be creative or to create the post that goes viral or to get a message really right and clear in an email that actually it just paralyzes us from doing anything. So. We talk about this, we talk about how to get going if you're feeling a bit stuck, and how to break up your marketing so it's not as big and overwhelming and as difficult as it might feel when you first start looking at it. And as we know, we have to market our businesses. We have to be telling people what we do and why we do it and selling. And [00:06:00] also this is something that Hannah has done consistently. So how has she managed to do that? We cover off all of these things. I think you're going to come away with lots of great ideas, some motivation to get going, and some clear ways in which you can break down your own marketing. I hope you enjoy today's episode. Without further ado, here is the lovely Hannah. Hannah, welcome to the podcast. Hannah: Hello. Thank you so much for having me. Teresa: My pleasure. So before this episode, I went down a rabbit hole of looking at your content, and I have a question to ask. Do you post every day? Hannah: Oh, I do something for my business every single day. So it is not always a post. It could be an email, it could be something else like pitching, but I do do something for my business every single day. Teresa: Because one of the posts that you did, is that what you had learned from showing up for 1,200 and something consistently, and it just blew my mind. [00:07:00] I am always in awe of people who consistently show up because this stuff is hard. So I want to start there. How, how are you consistently showing up? Not running out of ideas, not getting fatigued, not feeling like overwhelmed by it all? How do you consistently show up? Hannah: I think the main thing is that I pick the easiest option. So if I'm tired and you know, if I am in that place where I don't have many ideas, then I will just pick whatever feels easy. So whether that's a B-roll video with a little bit of text over the top, you know, a hook, maybe it's repurposing something that I've shared before. You know, I always have this library of content that I can use and go back to whenever I need to. So. I just try and make it as easy as possible, and I kind of know throughout the year when I'm going to have those moments. So, you know, like Christmas period, I'm busy, I'm outta shopping, doing all this stuff. So [00:08:00] I always try and make sure that I've got the stuff there, so I'm prepared ahead of time. So I think it's a little bit of preparation. Picking the easiest thing. And then, I dunno if you saw my reel this morning, but it's the stubbornness of I'm gonna just keep showing up because that's, that's my only option here. Teresa: See, this is the thing. I look at your content, and mainly my content is filled with gardening stuff. So the fact when I even see someone's marketing content is, is impressive. Um, but yours is always like, every time I look at yours, I'm like, oh, I should do that. Oh, I should do that. Or, that's a great post idea. And it just feels like you are coming out with great stuff all the time. Hannah: Thank you. Oh, that's nice. I do think I have trained my brain to think in that way. I think in a post, even the other day, I went and picked up some frogs from my neighbor, from our port, and I have a reel about that ready to go. I've turned that into a marketing lesson because [00:09:00] my brain just now thinks right. How can I connect this part of my everyday life to something that I'm trying to share? Within my business. And I think once you can start doing that, and I see you doing that as well. Like I've seen you do that with the gardening stuff. It just makes it so much easier then, because the thing is, there's loads of stuff that we are doing each day that we don't necessarily think is that interesting, but it's those things that. Connect our audience to us, so if we can share them and then also find a way to link that to our business, that is the way to like consistently share content because it's gonna be so much easier because you're gonna be looking at your seeds, I'm gonna be looking at my frogs and like, you know, I'm gonna be cleaning my house or folding my clothes. All of this stuff that we do naturally, maybe not naturally actually. All of this stuff we have to do. That can become part of our content as well. Teresa: Are you constantly filming stuff? Because that in itself, like I've had this little, you [00:10:00] know, tiny thought of one day being a YouTuber to do with growing vegetables and raising animals and all this stuff. Is that right? Hannah: Love that. Teresa: And, and we watch a lot of YouTube and all my husband and I ever talk about is, that's a shot. They've moved the camera, they've done that. Like, this stuff is hard. So yes, I know you're not filming YouTube, but. Like how much are you constantly filming? Hannah: Not a lot, and actually that is what stops me from maybe doing more on TikTok and things because we have been having the same conversation. Me and my husband, I really want to do like a TikTok series and I just can't figure out how to make it work for the time that I have and. Yeah, the amount that I want to film my business and my life, because I just reuse and repurpose stuff all of the time. So, you know, my Halloween pictures are the same. My Christmas content is generally the same. I have videos of the sea. You know, the videos that I post this summer are probably [00:11:00] not gonna be from this summer. Because the sea is the sea, the C looks the same every year. Yeah. So I think once you have that, that stuff there that you can reuse and repurpose. You don't need to be filming things all the time because if you watch, I think maybe not for YouTube, I think that is different. But if you watch a lot of reels, if you watch a lot of TikTok, there's so much filler B-roll content in there. You don't need to keep filming that. Just reuse it. Reuse something that you already have. Teresa: Yeah. And what about the whole, 'cause the other thing that stops me is I don't look right as in I need to do my face and my hair and my makeup and my everything and like, you know, so are you batching B roll or batching content? Hannah: Yeah, when I've got my hair and my makeup done. A hundred percent. And you know, there are things like when I, I remember when I unpackaged the book and that's like a piece of content that I'll reuse. I didn't have my hair done and I hadn't, my roots are showing I like, hadn't combed my [00:12:00] hair or anything. And I look at that now and I'm like, oh, I wish I'd just done just spiced up a little bit more. 'cause I knew I'd be repurposing that. But yeah, I think if you. Batching is the best way to do a lot of marketing tasks regardless. So if you don't want to film until you've got your makeup on, your hair's done, you've got a couple of outfit changes, then wait until a day when you can do that. But prepare for that time. So have that list of things ready to go. Have the shots that you are gonna be filming. Have a little bit of the script written out, and then you are. Gonna get more done in that time period. And I think the same goes for like emails. You know, the same goes for writing captions, even just deciding hooks and things like that. Do it in one go so that you are not just like doing little bits every now and again 'cause it's just gonna feel chaotic. Really? Teresa: Yeah. I have to say with the email thing, that is something I do. So when I, when I record episodes, so Mondays we [00:13:00] email about the. Podcast. And then on Thursdays it's another email and when we record the episodes, when I'm doing the rest of the stuff that goes around it. So obviously after this I'll do the intro. I'll then record the hook as to why people should listen to this episode, and then I will go and. Start to write that email. Yeah. Because it all fits together, so it's really easy to do, but also when I'm writing normal emails, I will batch them together because when I'm in that kind of flow of stuff, it's easy to do. And this is the funny thing, like I've just been creating, I have a program called Grow Launch Sale, and basically it's about exactly what it says in the tin, how to grow your audience, launch your online product and sell it, and. Within the program, I have lots of different modules, and I've just recorded this morning, actually the bonus, as in a bonus blueprint, how to create bonuses for a launch, and the science behind them and the psychology behind them. And how many should [00:14:00] you have and how much should they be and when should you time them? And what's the difference between an early bird bonus and a fast acting bonus? And like. And this is the thing, right? I've just recorded a whole module four lessons on how to do a bonus. Like we are not sure of any content are we? Hannah: No, there's so much there. And also I think one of the things that you just said, which is a really good tip, is that if you do emails on a Monday about the podcast, you are basically deciding your next 52 emails. Because you, if you're doing one a week, like you're gonna have those already decided. So if you can then also set that aside for your content as well. So whether it's like every, the first day of every month, I'm going to do my ins and my outs, or my goals and my lessons. You know, have a post that you do. First of every month, maybe have something that you do on a Friday. That's a format. And you don't have to say, here's my Friday post. I do every [00:15:00] Friday. Teresa: Yeah. That was a really, really old school thing. Like Wednesday we Monday motivation or but to hate Hannah: Throw about Thursday. All of that. . It doesn't have to spelt out, but it's for you to know. On a Friday, I'm gonna do a single graphic image and my caption is going to be, you know, a post that has the call to action to join my email list. Mentally, you are giving yourself less options and then, you know, it's, it's way easier to decide what to talk about. And I think the same goes for like what you were just talking about with the bonus content. You've now narrowed it down, so you've now got that block of stuff that you can talk about. Pick from that. Just choose from that. You don't need to have anything else now. You don't need to come up with any new ideas. You've got four modules full of content now you just use that. So it's like narrowing down the things that you are gonna talk about. Teresa: I think as well, I think obviously one of the things you said straight away is like the easy, simple option and also the, the form formulaic couldn't get my words out.. Format of [00:16:00]...…

Your Dream Business

1
How to Build an Offer Ecosystem: Boost Your Sales with Smarter Offers 20:20

5 weeks ago20:20

20:20

In this episode of the Your Dream Business Podcast, I talked about the idea of an “offer ecosystem” and how things like downsells, order bumps, and upsells can help you make more money from each customer. I shared what I’ve learned from my own experience and from the Kajabi conference, giving real tips on how to add these to your main products. I also explained what bonuses, upsells, downsells, and cross-sells are, why they matter, and how you can use them in a simple, practical way to boost your offers and get better results. KEY TAKEAWAYS COVERED IN THE PODCAST Small Add-Ons Can Make a Big Impact – Using upsells, downsells, and order bumps can significantly increase how much each customer spends, without needing more traffic. Bundle Strategically – Pairing bonuses and related products with your main offer can boost value and help customers say “yes” faster. Keep It Simple and Aligned – Every extra offer should support your core product, not distract from it—clarity and relevance are key to making it all work. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Teresa on Website , (Grow, Launch, Sell) , Sign up to Teresa's email list , Instagram , LinkedIn , or Facebook Transcript Did you know that someone who offers a down sale increases their average customer spend by $35? Or if you have an order bump, you can increase your average customer spend by $40. But what is a down sale, an order bump, an upsell across sale, and how do they all fit together with your core products so that they're not fighting with them? In today's episode, I'm sharing with you my offer ecosystem that tells you exactly how to add bonuses and upsells and down sells that fit and compliment your core offer. So if you are ready to make more money with your offers, then grab your notebook and pen because you are going to want to make notes. Welcome to the Your Dream Business Podcast. I'm your host, Teresa Heath Wareing an international bestselling author, award-winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast. [00:01:00] I am so excited to guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you. Season of life that you are in. In each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus we'll be diving into some mindset, tools and strategies that keep you focused, motivated, and are going to stop you from getting in your own way. So if you're a course creator, membership owner, or coach, you're in the right place. Let's get started. Hello and welcome to this week's episode of the Your Dream Business Podcast. As always, I am your host Teresa Heath Wareing I hope you are having a great week. Okay. This week I am geeking out. I have been creating loads of content for my program for Grow Launch Sale. I. I've been diving deep and doing big research into some of the more complex subjects in there, and I wanted [00:02:00] to cover one of those with you briefly today because honestly, it's like something has awoken in me and I finally am starting to get some things, which is crazy because I've been doing this a very long time. I have been in the online space for about. Nine years. I've had my own business for 11 years. I have supported and coached and done other people's launches for them, and yet something has just clicked with this particular subject that I wanna share with you. And I honestly think this is where the game changing stuff is happening. I wanna talk to you about your offer ecosystem now. You probably know roughly what I'm talking about. You might think of it as an ascension model. This isn't what I'm talking about, although if you don't know what an ascension model is, I will talk to you about that as well. An offer eco. An offer ecosystem, easy for me to say is basically the various things you offer in and around your main offer. So [00:03:00] let me just go back a little bit and talk to you about something that I saw when I went to the Kajabi conference last year. There's a really good session, which was all about numbers, which like I said, I geek out on. I love this stuff. If you, are new to the podcast. That is something that I really enjoy as well as doing the strategy and mindset and all the other good stuff. And I've done an episode a little while back. We will link it in the show notes. So to get the show notes, you go to teresaheathwareing.com 4 0 2, as in the numbers, and it'll take to this episode show notes and you'll find links in there. And we're gonna link to the episode I did, where I talked about what's realistic in terms of numbers for launching. But I was at the Kajabi conference and I'm always front row. I'm always like front and center when I go to conferences and I'm attending and I was front and row and there was these two people from Kajabi came on to talk about stats and I thought, oh, this might not be for me. Even though I love numbers. I thought, you know, this might not [00:04:00] be for me. Anyway, I flip ing loved it. One of the things they shared was talking about when people do other things. So first of all, they, they broke down the numbers in terms of people who were just offering to one product and people who are offering multi products. And they were talking about the fact of the people who make the most money offer a range of products. So they might have their core offer or service, i.e, Their signature course or their membership, but actually around that they are offering other things, and I'm gonna get to this in a sec. And they're making more money doing that. And they talked about things like down sells and order bumps and various different things, and I'm gonna explain each of these things to you, but they said that on average, people who offer a down sale increase their average spend by $35. Each kind of sale as in each person and people who offer an order bump [00:05:00] can increase their average spend per person by $40, like I said, on average. But basically what they're saying is if you offer things like order bumps down, sales, upsells, all of that good stuff, then basically people are spending more money with you. So I did the module for Grow Launch Sale, which I was ridiculously proud of myself about 'cause it's very good. I did a lot of research. I dug around as I love doing in the online space, looked at what people were doing, look at what people were doing successfully, and I've created a really cool module all about basically the offers. And also I'm putting together a bonus of an offer blueprint for when I next launch Grow Launch Sale GLS, my program. And again, I've done a lot of work on that. So I thought what would be really useful is for me to share with you just the basics of what I'm talking about and just to kind of open your mind, because if you haven't ever done some order bumps or upsells or downsells or, [00:06:00] and again, I wanna just touch on bonuses as well and how that relates to your core offer. If you haven't ever done that. Then I want you just to consider it because I did a little test. One of the things that I am doing this year is everything is a test, so we are putting a lot of effort into lots of different things and we are detaching ourself from the outcome completely. Because I'm just running tests. That's the way I'm viewing every launch we're doing, every workshop I'm doing, every, anything we're doing, we are just running tests. So one of the tests I ran was I offered a product that was a fairly low cost. In fact, the product was 49 pounds and. On. Once someone had purchased that, I then offered them a, you could class it as an upsell, and I'm gonna explain the differences, but you could class it as an upsell and basically gave them something else that would help them with the main thing that I was offering them. And I offered that [00:07:00] at 19 pounds and 47% of people who bought the 49 pound. Thing also bought the upsell, 47%, almost half of people who bought bought the upsell. The other thing that's Ace about this is I already have the extra thing I was selling. So, and I debated whether do I put it in, do I include it, do I not include it? And then I decided, no, I'm not gonna include it. It's really valuable and it's part of my main program. I'm not gonna include it, or it's one of the many things in my main program. But then I thought, oh, I wanna test this out. Why don't I offer this? And I was blown away by the results. So I ended up making a chunk of money that I wouldn't have made if I hadn't had offered that. And like I said, it's a test. I'm testing everything at the moment, but as that test goes, I'm pretty happy with that and I'm likely to do it again. So what I wanna do today is I wanna talk you through [00:08:00] what I call the offer ecosystem. And this is one of the things I teach of. It's not just about creating an amazing core offer, it's about how everything else sits with it. So let's start with the core offer. So your core offer is the primary product or service that you are selling that delivers the main transformation or solution your customers are seeking. And this forms the foundation of your entire offer ecosystem. So I'm gonna try and give you my example of, My Grow Launch Sale program. So let's say the main offer that I offer is the Grow Launch Sale program, and that comes with six months of support. So when someone joins the program, they get a course, a very, very good in depth course on how to basically grow your online business. How to. Launch as in when I say launch as well, this isn't like you're launching something for new. This is like how you [00:09:00] basically provide a launch experience, like a webinar, a bootcamp, a challenge, an open house, and then sell it as in you sell your product, not sell your business. Okay? So they get this big course and they get six months of support with me in a group setting. So that's my core offer. So then you will know if you've been in the online space any length of time that bonuses are really important. And I have a whole module about how to do bonuses and there's some super smart psychological stuff in there as to why we need to offer bonuses. And this is what's wild, right? And it took me doing all this research, like I knew these things, but it wasn't until I really went deep into it to teach more of it that I, it kind of really dawned on me. What I would do, and what I think most of us do is we create this core offer and we make it so flipping good that we leave nothing else that we can do as bonuses. And then what happens is we create bonuses that don't really fit with [00:10:00] the core offer or aren't really in relation with the core offer and therefore. Don't kind of hit and don't kind of work the way we want 'em to work. So your bonuses should be a complimentary resource tool or additional content that accelerates your customer's results to that transformation they're looking for, or overcomes specific objections and enhances the value of your core offer without increasing the price, because obviously your bonuses are free. So. When you are looking at your core offer, sometimes, and I have actually had to do this where I've gone, I would've included that in my core offer, but actually I'm lifting that out and I'm giving it as a bonus because basically we put everything into our core offer that we have nothing left for bonuses, and we need those bonuses because like I said, there's some really cool psychological stuff as to why bonuses work so effectively. And I might do an episode just on bonuses, but basically we definitely need bonuses when we're [00:11:00] selling. And in an ideal world, those bonuses should either accelerate the results, they should either overcome a specific objection or enhance the value of the core offer. They should sit really nicely with the core offer. So to give you an example, one of the things I was going to include in GLS was some AI prompts. Now. In the product, in the core offer, I basically give you a template as to how to write a sales page. So I not only talk you through how to write a sales page, I tell you the the order in which you should do it, and I tell you, or I give you a template of a example sales page that basically you can just then write over and tweak and do your own right. Then I thought, wouldn't it be cool if I could create a prompt that was based off my knowledge on how to do a sales page and then tell you what to tell it, and then it would write your sales page for you. Right? So this was always gonna be part, this was always an idea of this would be [00:12:00] such a valuable thing for, 'cause the whole point in my program is that I help you do these things much faster. So the more I can do for you, the better. So anyway, I wanted the AI thing. I hadn't done it yet. It was coming. But then when I did the bonus module as in the module in the program about bonuses, I realized I wasn't leaving myself any room to give those bonuses by putting everything into the core product. So I pulled out that AI from the core product, and I'm adding that as a bonus. And like I said, there is something psychological that happens in our brain when we get offered bonuses as opposed to it just being in the core product. So. What else could you offer that compliments it, that accelerates the results, that overcomes a specific objection? So when you're thinking about bonuses, that's what your bonus should do to your core offer. Okay, let's talk upsells. An upsell is a premium version of the offer that provides additional [00:13:00] support. It might give you personalized attention, it might accelerate results for customers who want more comprehensive solution. Are willing to invest in a higher level. Now, again, there is, there is a kind of rule of thumb as to how much more that should be and what the upsell tends to be is For me, it would be more of my time. Or it might be that we do some of the stuff for you. So let's say now I don't currently have an upsell for Grow launch sale. I have options that it could be, but not one that I'm offering at the moment because I give you support anyway, but my. Upsell might be, you can add a weekly, a monthly call with me and a one-to-one, and it would be an extra chunk of money, but you get that time with me one-on-one. So your upsell, like I said, is a premium version of the offer that provides additional support or personalized attention or accelerates results in some way. Let's talk down sales. [00:14:00] So the Down Sell is a simplified, more affordable version of your core offer that provides an entry point for your customer who aren't ready for your full solution. And possibly the price point isn't right for them. So for instance, let's say your core offer had six modules that you were, let's say you were selling a course like, let's take Grow, launch, sell again. This isn't what I'm doing, but this is a way I could do it. So I have grow, launch, and sell three distinct kind of sections of the program. So for instance, as a downsell, if someone didn't buy my Grow launch sell, when I offered it, I could potentially downsell them and offer them. The grow section. So I could be like, this is one of the key bits. You need to have a bigger audience. Or maybe that's one of the objections that they're saying, and I could then give them a lower cost section of the course that gets them going and. The, [00:15:00] the beauty with this is the downsells should be something you kind of already have. Like it should be something that's already created or something that they have an option to just take. So you shouldn't have to create something new, and this is why, when. Again, my mind has changed completely in terms of this because now when we create an offer, we're going to look at all of this. When we create the offer, we are not gonna create the offer, and then as an afterthought, go, what's the bonuses? Is there an upsell? Is there a down sell? Is there a cross sell we're going to sell? Okay, if this is the offer, what are these other things? Right? At step one? Even if we don't offer them all, I just need to understand where they could go. So that I can offer a range of things. So down Sells, like I said, are really, really great because they give them a simplified and a cheaper version of the thing that you are selling. So if they're not ready for the big product, then a down sell could be great. Then the last one I wanna tell you about is a [00:16:00] cross sale. So a cross sale is something like a related, but distinct product or service that addresses an adjacent need that your customers have. So, for instance, what a cross sale might be is. Let's say I was selling Grow Launch sale, and one of the things I don't cover in this is content creation. It's obviously, you know, I could cover everything and some, and it would be ridiculous. So obviously it's very much aimed at selling your online services and products. So let's say I created some templates for social media or a, something that helped 'em with content creation because I know that all of my customers should be doing some kind of content creation that would be a suitable cross sell. Again, the cross sell would be kind of small. It wouldn't be expensive. It would just be a kind of like, Hey, there's this thing that might actually help you as well. I know you also have this other problem. Here's this thing. [00:17:00] Now, this episode was only in mind to kind of go through the basics of that when you are putting them together, how you're putting them together, how it all fits like that is a much bigger conversation. But I just wanted to introduce you to the fact that there are these other things that should be. In your offer ecosystem that you should be looking at as a way to potentially bring in more money, in a way to serve your audience better, because like someone might be dying to work with you, but actually they need more. Personal attention and therefore an upsell would be perfect for them. Or they're dying to work for you, but they can't afford your main offer and therefore something…

Your Dream Business

1
AI That Sounds Like YOU + Time-Saving Strategies with Jen Lehner 55:13

6 weeks ago55:13

55:13

In this episode of Your Dream Business Podcast, I chatted with my amazing friend and AI expert Jen Lehner. We got into some super practical tips on how to make AI sound more like you, which tools are worth using, and how to train AI to save time and boost your creativity. Jen shared smart ways to personalise AI tools, stay organised, and use AI to create content and run your business more smoothly. If you're looking to bring AI into your business in a useful, doable way, this episode is packed with helpful advice. KEY TAKEAWAYS COVERED IN THE PODCAST Train AI to Reflect Your Voice – Jen shares how you can guide AI to sound more like you by feeding it the right examples and prompts, making your content feel more personal and on-brand. Use the Right Tools for the Job – Not all AI tools are created equal. Jen highlights which ones are worth your time and how to use them effectively in your business workflow. Stay Organized to Maximize AI Efficiency – A little structure goes a long way. Keeping your prompts, brand voice, and content templates organized helps you get better results and saves time in the long run. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Jen Lehner on Website , AI Resource Hub , Facebook , Instagram , Linkedin , Threads Connect with Teresa on Website , (Grow, Launch, Sell) , Sign up to Teresa's email list , Instagram , LinkedIn , or Facebook Transcript Teresa: How'd you get AI to really, honestly sound like you? So when it produces something, it actually makes something that you can use and not just create something that sounds like AI's written it. Well, today I am interviewing the Super smart Jen Lehner on the podcast, and she walks us through the exact steps that we need to take to help AI sound more like us so that when we are asking it to do things. The results that we get are way better. If you are a business owner and you are using ai, this is a must have episode for you to listen to, and you'll probably want to grab a pen and paper to make notes as you go. Welcome to the Your Dream Business Podcast. I'm your host. Teresa Heath Wareing an international bestselling author, award-winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast. I am so excited to guide you on the journey of creating a [00:01:00] business and life that you not only love, but one that perfectly aligns with you and the season of life that you are in. In each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus we' ll be diving into some mindset, tools and strategies that keep you focused, motivated, and are going to stop you from getting in your own way. So if you're a course creator, membership owner, or coach, you are in the right place. Let's get started. Hello and welcome back to another episode of Your Dream Business podcast. I'm your host, as always Teresa Heath Wareing . I hope you are doing well this week. Okay. We can't go 30 seconds without someone saying something, ai, without people using ai, without people doing something that you can get help with ai. But I wonder how many of us are actually really using it as it could be used, and how many of us are just merely dabbling with it and [00:02:00] therefore getting frustrated that it's not bringing us. The results that everyone else keeps telling, it brings them. Today I am interviewing one of my very best friends, Jen Lehner. Jen is a digital marketing and system strategist. She shows entrepreneurs how to build audience and monetize their expertise online using social media, digital tools, and strategic outsourcing. She creates online courses and trainings and her favorite place to hang out is in her private mastermind, the front row, VIP. Jen, is amazing. She is so, so cool. She's been in this industry a while. We met a long time ago. In fact, I think we've probably been in a similar amount of time, if not a bit longer. She's had a bit longer than me, but Jen is, and one of the things I say in this interview is it's like Jen's main thing is to help you run your businesses quicker and easier. 'cause for a long while, and genders still help entrepreneurs and [00:03:00] solopreneurs build their team. But Jen is obsessed with all things ai, like we all voice message and she'll be down some crazy rabbit hole doing something amazing in ai and she just blows me away. So I wanted to bring her back on the podcast the second time she's been on. Previously, I think she was talking about bringing on a team member and I wanted her to come on and talk about ai, but in a way that really genuinely helps us save time, do things quicker, create better outcomes, because I dunno about you, but often I will try and do something and it just ends up sounding like AI wrote it and it hasn't really helped me in certain ways that I would like it to. However, there are other times that it's really helped me. But I know that Jen is like the queen of this stuff, and I will often DM her and go, Jen, I wanna do this. Is there an AI that can do it for me? And she just knows all the things. [00:04:00] So she's coming on today and she's talking about not just, you know, AI's good, bad. Great, whatever, but actually she goes through and you're gonna want to take notes on this one, and if you know anyone else who's trying to dabble in ai, then please send them this episode because honestly, there is so much value. I took so many notes when doing this episode with her. So she literally walks us through what kind of things we need to be prompting, what questions we need to be asking, how we need to be asking them, and what systems we should be using for what, because it's not just chat duty. I can't even say it, chat GPT. It's not just that. I know that's one of the main ones, but like there's Claude and then there's a notebook, I think Notebook I think is the one we talk about, but like there's so many clever ones, but she has a really great ability of breaking things down so that it doesn't feel overwhelming and massive. Also, she's got a good freebie that she offers as well, so listen out for that. [00:05:00] But basically I am not gonna make you wait any longer. Here is the amazing Jen Lehner . Jen, welcome back to the podcast. Jen: Oh, it's so good to be here. I love, I love spending time with you Teresa Teresa: I love spending time with you. And this is not our first rodeo. We have done this before and I was thinking actually that like, even though you're talking about a different subject, the. The reason behind your passion for both subjects kind of comes always to the same thing. And that for me, if I am going to like put you in a box, is making our lives easier as business owners, entrepreneurs, solopreneurs. Jen: I like that. I'm gonna borrow that. Teresa: Yeah, you can take that. Because you came on before and talked about bringing on a team and you have helped me massively in bringing on a team. And this time we're talking about, and I'm smiling as I say this because I don't know where this is gonna go people, we'll just see how it [00:06:00] goes. But we're talking about ai, your new favorite, favorite slash love-hate relationship thing that you love. So let's start by. I wanna dive straight into the good stuff because we all know what AI is. We're all using Tech GPT , we're all doing that thing. One of the frustrations that I have is I said to you a few weeks back, I need a new team member to help me with content creation and to tell me what to post and tell me how to do it, and tell me what's gonna work on YouTube. Tell me what's gonna work on the podcast. Tell me what titles are great. And you said to me, AI can do that. And I was like, like how any good can that, like, can it really do it? So can we stop there? Jen: Sure. Okay, sure. Teresa: Let's start. Jen: So specifically, well, I mean. It could just, it could do all of that stuff. I mean, I'll tell you right now, I have a, an automation set up so that I speak to my voice [00:07:00] notes and I just do a brain dump about a certain topic. And then what happens is it. Shoots it over to ai, and then AI has been prompted in advance to make sense of it all, and it also knows how to write in my style, because I've created, I've, I've made sure that my brand voice is there and, and then at the same time, it's creating posts for all, for everything. So it's giving me a YouTube script, a TikTok script, a LinkedIn post, a Facebook post, an Instagram post, all of that, and it is putting it on a spreadsheet. And it is simultaneously putting it on a Trello board. And when I tell you that this content you see, but when we first started with chat GPT, right? Like what? Five minutes ago? But no, really, Teresa: two weeks ago Jen: when we [00:08:00] started it was like, it was, it was, it was horrible, right? Like, I mean, we would say but, but we didn't know that we have to give it. More context and we need to make sure that it knows our voice and our style and our parameters. Like you have to do a little bit of work on the front end to make sure that your output is good. And once you, once you nail that, everything changes. So now, oh my gosh. Like our team, my team and I, we are operating at a level of efficiency. And we are putting out more content, more good content than ever before. And that is sort of like really a point I wanna make is that. You know, it's so much more and, and it is so much more than, than something that should, that is saving us time, right? Like, it is actually should be something that enhances your creativity, that enhances the output, that your [00:09:00] content is better than it ever was before. Not, not a, you know, we don't want it to be a consolation prize. We want. Our content and the stuff that we're putting out there now, because we do have these tools at, at our disposal, it should be better than ever before. That should be the bar, not just, it's not just about saving time really. And then if you think about it, if we do save time, if we are doing better work, if we do become more creative, then we also lower our stress and we're happier. Yeah. I mean like, you know, this is how I'm choosing to go into this. This world of ai. Teresa: So I have, and I knew this was gonna happen, and I'm gonna really try and think of all the questions that people are gonna be having as you are talking, because as you're saying things, I'm like that how, how, how, right. So first off, let's talk about the automation, like that's wild that you can voice note on your phone and that sets a whole host of things [00:10:00] like, is that using. Zapier, is that like, how so go on? Jen: It is using Zapier and that is a, you know, that's a level two, you know Yeah. Situation, right? The, but although, I mean, any beginner, anybody who's ever used Zap or make, you know, can, can make this happen. It's, it's really, and, and I'm happy to share the template for that. Automation with your, with you and your audience. Teresa: That'd be amazing. Jen: So I'll give you that and then you could just literally plug that template into, into Zapier. And, and we prefer, we've tried to use make, and we might use, we might get a make account again, but, but for us, we, we just use Zapier so long in my business, but that's what it is. I mean, you don't want me to go into every little granule of that Zap and honestly, my team set it up, so I don't think I could, but, but just know that it's, it's plug and play. Teresa: Okay, Great. So my next question then, just on that before, I wanna talk about how it knows your voice and knowledge base and [00:11:00] that sort of thing. But when we talk ai, we are talking, so at the moment I'm using chat, Claude Manus as like what I would call Realis. Like are you using all of them? Do we need to be using all of them? Like, I'm paying for Claude and Manis at the moment, or I've had to buy some more credits for Manis. 'cause obviously I run out, but. I was, I was paying for chat and then I stopped 'cause I was paying for Claude. And it's like, oh, now I think I need to pay for chat again. Like, are you paying for all of these ais? And how many ais are you using? Jen: I am using all of them, but you have to understand that like, this is what I'm doing, right? Like this is, this is what I'm doing. I'm doing this. So you don't have to, you know, like mm-hmm. I wanna come and say, just use this, this, and this given you tell me what your needs are. And then I'm gonna say, well, these, these should suffice. But, but here is, here's the thing. A couple of answers to that. What is happening is, and I have to say this first, okay, so what is happening? Sam Altman recently talked about this in an interview. He's the guy who's, who is the head of, [00:12:00] of Open AI chat, GPT, and sora . And he, and this just made so much sense, but he said that, you know, AI, right now, what AI is right now is they're all gonna be the same. They're all gonna have the same features. And, and you can see that happening, right? Like, like you get image generation that's Oh, so wonderful and fast recently on chat, GPT. A Gemini adds it to their, to theirs. You know, they're, they're all gonna, they're all gonna have all the same things. Okay? And so this is what it was like a long time ago when transistors were built for radios and other. Like high tech equipment and people would say, you know, with transistor would be like the subtitle on the advertisement. Like with transistor. Well, everything we have that's electronic has a transistor in it that's, it's gonna be ubiquitous, that is going to be ai and so therefore. To answer your question, should you be on all of them? No, but they right now, they all, some [00:13:00] of them all do cool different things. So it depends on like what you want right now. But what is important is that, and that, this is the second thing he said was that. In order for them to be successful, what they have to focus on is keeping users where they are. And he said they need a billion active daily users. And the way to do that is, number one, giving a good user experience. And number two is making it difficult for us to leave. Well, why would it be difficult for us to leave? Well, because we've spent hour, at that, you know, at this point already, probably hundreds of hours. And. And if you've been doing it right and you've been doing it well, chat, GPT knows all about your business and it knows a good bit about you as well, which means you are getting better output and you don't have to keep repeating yourself. And it's just a better experience, right? You don't have to start from scratch. Well, let's say you remember Betamax and VHS if you're older than Okay. A certain age, Teresa: roughly. I mean, I was, [00:14:00] I'm very young, Jen. I'm very Jen: Yeah, you were. You were. Yeah. You were still. On the bottle I'm sure. But like, I mean the baby bottle. That was good. Brilliant. So, so yeah. So you remember like there was all of a sudden like Beta max just disappeared. It was like what? And we all had to go to the. Move change machines or if we didn't have that machine, same thing. So you wanna be able to be nimble and not be held, like to be able to move quickly. And the way that you do that is to make sure that the knowledge that you're putting in, like. All that information that you're training it in on your brand voice and all of that is on minimally a Google Doc that you could just, you know, that can travel with you from place to place, but, but know you don't have to be on all of them. But yes, they right now all do different things and some of the same things and some of the things are cooler than other things for certain jobs. Teresa: Okay, awesome. So let's talk about how, because this is the, this is the kind of key bit, right? So [00:15:00] I'm sure everyone listening to this has at some point played with all various things. I like, one of the things I love the most and my, you know, my husband Paul, but he laughs at me because I chose a really nice voice for my chat. On of course, because obviously you get it and it's like this very nice American sounding guy, and I'm like, every time I'm like, hi, chat. And he's like, Hey Teresa I like swimming. Obviously we joke, you're, but you are so funny. But like I love that feature, which is why I'm using that and why I want chat and I'm thinking I'm gonna have to pay for it again because I wanna keep using that feature. Whereas Claude, I don't think, does that, does it? Jen: No, but Claude is magnificent. I mean, we could talk just this whole podcast about Claude, it, it does have the, it does give you the ability to talk into it and it will respond, but it doesn't itself have a voice. But I'm telling you, maybe even by the time you publish this episode, it will be there.…

Your Dream Business

1
Celebrating 400: Behind the scenes chat, sharing my lessons wins and challenges 54:13

7 weeks ago54:13

54:13

For the 400th episode of the Your Dream Business Podcast, we did something a bit different—my good friend Biz Paul flipped the script and interviewed me! We talked all about what it’s really been like to keep this podcast going for 400 episodes, the ups and downs of running a business, and how getting sober has completely changed both my personal and professional life. It was an open and honest chat where I shared how my business has evolved, why showing up consistently matters, and how I’ve found happiness in unexpected places—like gardening! This episode gives you a real behind-the-scenes look at my journey and celebrates how far things have come. KEY TAKEAWAYS COVERED IN THE PODCAST Consistency is Key - Showing up regularly—whether it’s through podcasting, business, or personal growth—can lead to powerful, long-term impact. It’s not about perfection; it’s about persistence. Personal Growth Fuels Business Growth - Getting sober brought clarity, focus, and balance, which directly influenced how you show up as a business owner and a leader. Embracing Change Opens New Doors - Whether it's evolving your business or discovering joy in something new like gardening, being open to change can bring unexpected fulfillment and fresh energy. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Biz Paul on LinkedIn , YouTube Connect with Teresa on Website , (Grow, Launch, Sell) , Sign up to Teresa's email list , Instagram , LinkedIn , or Facebook Teresa: Today we have a special episode because we are 400 episodes old. So I've invited my very special friend, Biz Paul to come and interview me and talk about what it's like to have a podcast that's 400 episodes to be running a business, and how getting sober has impacted me and my business. So today is a bit of behind the curtains, a bit of a. Behind the scenes look about me and my business. I hope you enjoy. Welcome to the Your Dream Business podcast. I'm your host Teresa Heath Wareing an international bestselling author, award-winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast. I am so excited to guide you on the journey of creating a business and life that you not only love, but one that perfectly aligns with you and the season of life that. In each episode, I'll share with you easy, [00:01:00] actionable, and insightful strategies to grow your online business. Plus we'll be diving into some mindset, tools and strategies that keep you focused, motivated, and are going to stop you from getting in your own way. So if you're a course creator, membership owner, or coach, you are in the right place. Let's get started. Hello and welcome to episode four hundred of the Your Dream Business podcast. I actually can't believe that I have hit 400 episodes. That is a lot episodes so to celebrate I wanted to do something a little bit different. And when I have a kind of milestone like this, I think it's nice to sometimes turn the tables. And I have invited my very good friend Biz Paul, onto the podcast to interview me. Now, one of the good things and bad things about having one of your good friends come on and interview you, [00:02:00] is that. A, sometimes I forget I'm being interviewed 'cause I'm just having conversation with him and also he knows a lot about me. So it's a very honest and vulnerable conversation. We talk about the podcast, how I've stayed consistent, what it's like to do 400 episodes. What, why did I start? Why do I still do it? What does it just do for my business? We talk about how my business has changed in the almost 11 years of being in business. We talk about how I've changed, we talk about how getting sober has impacted me and my business and the changes that I have bought in because of it. And hopefully you're gonna really enjoy this episode and enjoy this conversation and just give you a little bit of an insight to what it's like to create a business. And a podcast that is 400 episodes long. So anyway, I am gonna hand it straight over to my very dear friend Biz [00:03:00] Paul. And if you love this episode, I would love it if you would tag us in. And obviously if you wanna give us a review, I'd really love that too. Okay, here's the lovely Biz Paul Biz: Hi Teresa Teresa: hi Biz Paul Biz: it's lovely to have you on your own podcast. Teresa: Thank you for having me. Biz: You're very welcome. Uh, I, I'm really privileged to have this conversation with you. We've known each other for a long time now, actually. Mm-hmm. And we're really good friends, in my opinion. Yeah. You know, I hope you feel the same, and I'm gonna represent your audience today because the thing that I've noticed about your podcast is you often represent the audience when you're talking to your guests. And I think people would like to know a little bit more about you. And so I'm gonna represent your audience today and we are going to interrogate collectively about you and all sorts of things. Is that all right? Teresa: That is absolutely fine. And I, [00:04:00] I really appreciate you saying that I represent the audience. 'cause that's my, I try and do that. Like I try and think when I interview someone, what would they be thinking or what would they want to ask? So I appreciate you saying that. Thanks. Biz: Well, that's just what I've picked up. So this could be, well, it could be organized, it could be fairly wild as well. Audiences are fickle and things just pop into audience's heads and things will pop into my head. So who knows where it will go, but dear listener. I'm gonna try and represent you as best that I can and ask some questions about all sorts of things about Teresa, about her business, the podcast, and maybe some bits that are fun as well. So firstly, T congratulations on 400 episodes of the podcast. Thank you. I was trying to work that out earlier. And if on average there's 50 a year, that's eight years. Teresa: So it's been less [00:05:00] years 'cause we've done like a few extra in different places, but I think it's at least six or seven years. Yeah. That's insane, isn't it? Biz: It's a long time to be doing something so consistently. Well done. Teresa: Thanks. Thanks. I often have to go. No, that's a big deal. Like when I think I have never, ever missed a Monday, not one. Biz: Wow. That, I mean, that is special. Really. I am not. Consistent at all in that regard. So absolutely. Hats off to you. Absolute for that. What's your secret? Teresa: Well, I was just gonna say, right, we need to say at this point, so BPO has a podcast called Humans Exhaust Me, which is one of my, I actually don't hardly listen to. Any podcast now, unless I watch him on YouTube, which I can also do with yours. But yours is the one I consistently listen to. And I am the person that if an episode hasn't gone out, I will message Biz Paul and go, where the hell's the episode? Because I am waiting for it. So I can vouch for a, his excellent podcast, which is about humans that exhaust him, and [00:06:00] B, that he is not consistent sometimes. So sorry. Biz: That's, that's okay. That's okay. You know, my next question should be why is consistency important? And, and we will ask that, but I'll just jump in with a, a defense of my podcast, if you don't mind, is that, you know, one of the things that exhausts me about humans is their inconsistency. And sometimes it just happens that I'm just not consistent. So we'll just leave that on the table here. Yeah. You tell me, Teresa, about why it's so important to you to be that consistent way of Never missed a Monday. Teresa: I think I am really good at. Being accountable to others, and I don't wanna let people down. I'm a people pleaser and for me, when I say I'm gonna do something. That's the thing that keeps me accountable and consistent is knowing that I have said now in the early days, and probably still to a degree now, if an episode didn't go out, no one's gonna be knocking on my door going like, I'm not gonna have hundreds of people go, and where your episode, I [00:07:00] possibly would've a few people go Where Your episode. But it's just the sheer fact of knowing that I've said every Monday that in truth, can I say it's almost like, it's almost like, can I and will I ever stop? Like, it's almost like I can't now, which I'm not saying I want to, I don't think I do, but it is almost a bit like, well, no, that's what you do. Every Monday there's an episode. So, and, and just in my head sometimes like, well, how long will this go on for? Is this forever now? Or Yeah, that is, it's an interesting one. Biz: I mean, it could get to the point where just one week there's no show and no one knows what's happened and maybe I have to come on and go, she died. She was ni she was 97. Yeah. You know, Teresa: I'm glad you added that because I was just like, alright, that's nice. Not next week. Biz: What if, what if this is the last show? I'm so sorry. Okay. Sorry. Teresa: But maybe we should have that whole thing of like, you know, this is what I would do, you know, have some people have like a death folder. Like if something happens to them, this is what happens to their [00:08:00] business, which apparently every business owner should up. Maybe in mine it says Biz Paul is to do the final episode, Biz: take over the show. You know, it's a big deal when Biz Paul's on the show. Yeah, exactly. It's either an anniversary episode, episode or an announcement. Okay, so, so taking us back to the, the question, because I think this is really important, like be, don't apologize, it's fine. So the. Not missing a Monday. I mean, I just think it's, it's so impressive actually to not miss a Monday. And you've sort of mentioned about how the people pleasing element of you sort of makes that happen, gives you the motivation. But there must be times when the buffer gets shorter and shorter and shorter. Does that not induce a huge amount of anxiety for you? Teresa: Uh, yes and no. We, I have such a good team now. Not now. I've had them for ages, but like they're slick with the process and I know that not so Phil, who edits the podcast, not that I ever really want to think like this, but I know that [00:09:00] if I had a very short window, he would very kindly turn that around for me. And Johanne would do the same in terms of getting it out. I, there's been times where I am so far ahead, it feels like I'm completely disjointed from it and I really struggle. And then there have been times where I am literally like one episode to the next, to the next, to the next. Right now I'm probably where I like to be of about three or four episodes out. So I'm, I'm hopefully always about a month in advance and then I'll let that almost run out and then I do another month. And then, and I think I prefer it that way because I'm not. Like I said, when I recorded especially episodes where I interview, like I would interview someone and go, well, that's going out in six months time. Thanks for being on the podcast. And I hated that. It just felt like it just didn't feel right. So for me now, like I, I do prefer a slightly shorter window, but I still need to have, and in terms of the interviews, they're planned, they're just not recorded. So I have another six or seven, I'm recording in [00:10:00] the next. Two weeks I think, and then obviously that's gonna chuck me out for another few months and then I'll do some more recording in another few months time. So yeah, I don't want to ever leave it, but because like the team and how long we've been doing it, if it was left till last minute, I mean I could, I know that, like I could do it on the Friday afternoon and speak to Phil very nicely and speak to Johanne very nicely. And we could have it out by the Monday. I don't want to and they don't want me to, but I could if I had to. Biz: Just so you know, folks we're recording this in November, 2023. That's how far in advance that she's fan this. So yeah, Teresa: we're really prepping. Biz: Just tell me a little bit more about your team. 'cause you do mention your team quite a lot and your team, I know is important to you and the things that you've done, like go the Philippines and actually see Johanne and Johanne's family. How did you get to the point where you've built the team that you've, that you've got, what lessons have you learned from having a team such as the ones that you have? Teresa: I, my attitude towards the team has changed so [00:11:00] much. Not as in them as individuals, but having a team. I used to think that the sign of a successful business was a big team, and I did it to the point where I. I lost money and not lost money, but I didn't make anywhere near what I should have done because I had a big team. Because I felt that that was the mark of a success of like, look at this huge team I've got. So I must obviously be earning loads of money where I wasn't hardly taking anything and I was just paying out. So now the view of the team is one. I love the fact that they've all been with me for years, like Phil has pretty much. He didn't start with me with the podcast because he didn't even edit podcasts back then. Mine was the first one he ever edited. 'cause I went to him after about, it was probably about a year, I think me and my husband edited it for a long while, and then after about a year I went to Phil and said he was a voice. Actor and I had worked with him, he'd been in my world, and I went to him and said, obviously you're [00:12:00] a voice actor. You do a lot of audio stuff. Who do you know that could edit a podcast for me? And he said I could do it. And I was like, well, would you want to? And he said, yeah. And now he has a whole podcast agency, which is Ace, but he's been with me for years. And Johanne has been with me about four or five years. And my opinion now is actually if my business was to grow much more. I have Michelle. She's been with me about six months now. If I was to grow much more, I really don't want much of a bigger team. Like I said, I think in my head I was like, I need this huge team. I need all these people. And now it's like, actually, I. I don't want a massive team. There's definitely some gaps that I'd like to fill, but we currently don't have the skills or capacity. They're just not their skillset that I'd like to bring someone in, but I think that would be my last person if I was to bring them in. Biz: Okay. Let's, let's riff off that a little bit then, in terms of sort of. Where you are [00:13:00] now and, and some of the lessons that you've learned, particularly over the period of, of 400 episodes. Obviously you've been in business longer than than episodes. So my first question was, why did you start a podcast in the first place? Teresa: The very honest answer is because back in the day, I wanted a business like Amy Port Fields and Amy had a podcast. So what else was I to do than have a podcast like that honestly was probably all that went through my head back then. I think there was a part of me that thought, I'm gonna like that more than anything else because I like talking. But honestly, I think that was, that was as much as went into it as just, Amy's got a podcast, Amy's got a successful business. I want a business like hers. I need to have a podcast. Biz: And I don't think there's anything wrong with. Taking inspiration from somebody that you admire and thinking about the way that they do things and and testing things out and having a go and seeing whether it works for you. So on that basis now, [00:14:00] would you say that the podcast performs a very different function to what it did back then? Teresa: Yeah. Yeah, completely. I think I love doing the podcast. I think if I was to stop, I dunno what else I would want to do as a consistent content. I definitely wouldn't do blogging or anything like that. I would do YouTube as well as the podcast, but that's a whole host of just getting it sorted and it is on the radar and has been for ages. I think for me, what the podcast has done is it's put me in touch. I. With some amazing humans in my space, like to get on and have a hour conversation with someone who is at the top of their game. Like one of the guests I had is Dean Graziosi, and I know not everyone will be a fan of his. And actually I didn't ask him. They came to me and I obviously said yes because it's Dean Graziosi. Although he wouldn't [00:15:00] necessarily be someone that I would go to. He is massive and to have an hour conversation with him, like there's no other way in this world. I could have got that if I hadn't have got the podcast. You know, the same with Denise Duffield Thomas, like Julie Solomons like some of the people I've had recently. Like, oh man, I. Who owned Trafficking Vision, Ryan Deis. Like, I've had such amazing conversations with some of these people and there's no way I could have done that if I hadn't got a podcast. So I think one, to even get connected with those people, the credibility that I have been given because I've had those conversations has been amazing. And I think I just like talking and I think I do it in a very, and I'm not saying this is like how I smile, because maybe it's not the best way, but I'm really authentic. So it's not massively polished, it's not scripted, it's not highly edited at all. Like, you know, Phil does not change the order [00:16:00]...…

Your Dream Business

1
Real Talk with Lisa Johnson: Trolls, Triumphs, and True Growth 56:42

8 weeks ago56:42

56:42

In this episode of the Your Dream Business Podcast , I chat with Lisa Johnson—global business strategist and Sunday Times bestselling author. Lisa opens up about how she bounced back from online hate and went on to have multi-million dollar launches. We talk about how every business journey is different and why cookie-cutter strategies don’t really work. We also get into the real stuff—like dealing with trolls, what it’s really like to run a successful business, and how the online space is constantly changing. Lisa shares tips on growing your email list, running affiliate launches, and how her idea of success has shifted over time. If you're a coach, course creator, or membership site owner looking to grow, this episode is packed with honest advice and practical strategies. KEY TAKEAWAYS COVERED IN THE PODCAST Your path is your own – There’s no one-size-fits-all formula for success. Lisa’s journey proves that doing things your own way can lead to massive results. Resilience is key – Facing online backlash didn’t stop Lisa—it fueled her growth. Learning to handle criticism is part of building a strong, sustainable business. Strategy + honesty wins – From list-building to affiliate launches, Lisa shares real strategies that work—no fluff, just what’s actually helped her scale her business. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Lisa Johnson on Website , Instagram , Facebook Connect with Teresa on Website , (Grow, Launch, Sell) , Sign up to Teresa's email list , Instagram , LinkedIn , or Facebook Transcript Do you ever wish you could lift the curtain behind a very successful business where they are making millions and find out what it's really like to earn that money and to run a business of that size? Well, today that is exactly what my guest is talking about. Lisa Johnson is an online business og, and her latest launches bring in millions. However, Lisa has had her fair share of online backlash that she has had to deal with, including 16 pages of negativity on the Mom's net platform. How on earth do you deal with that? In today's very honest, very vulnerable, and. Quite frankly, amazing episode. This is what Lisa and I talk about. Hello and welcome back to another episode of the Your Dream Business Podcast. Now today's episode is an interview and with all the interviews that I do, I go back if it was like a little while, even if it was like a few days ago, unless I'm doing this. Immediately after the interview, I go back and [00:02:00] just scan through the interview and I went to scan through the interview and I ended up watching the whole thing, which is really weird when it's your own podcast because obviously I was part of it. But that should give you an indication as to how good. I think this episode is today I'm interviewing Lisa Johnson. For those of you who don't know Lisa, she's a global business strategist and a Sunday Times bestselling author who makes 90% of her money through passive income streams. She's very much in the online space that would sum that up. She passionately believes that every business owner's journey is unique and. The one size fits all approach that dominates the online coaching and mentoring world is fundamentally flawed, inspiring her to take a stand at the forefront of ethical and integrity driven business. Strategic advice, obviously, you know, I'm reading this and I hate reading bios and I'm rubbish at it. Lisa's been featured on numerous TV shows and has appeared in national papers, magazines like Telegraph, psychologies Magazine, the [00:03:00] Guardian, the Fast Company, and has had a Forbes article that's gained over a quarter of a million views in a week. Her podcast, making money online has been downloaded over 420,000 times and has reached number one in the business Podcast charts. In one launch alone during the pandemic, she made 3.8 million in a week earning 1.5 million in her first hour of sales. So she is an online business OG and is a UK online business og. And I'm a little bit annoyed with myself that I've never. Had her on before now, and I actually say that on the interview to her. This interview was awesome, really, really good. Like I said, I went to watch it to make notes to what I could say in this introduction, and I ended up watching the entire thing. And we talk about, so mainly we talk about a few different things. We talk about how the industry's changed because she's been in it as long as I have. We talk [00:04:00] about. Online trolls because if you know Lisa, you will know she has had her fair share of people saying stuff about her online. I'd say fair share. I'd say probably the lion's share of it. We have a super honest conversation about what that must feel like, what it's like to handle how she feels about it now, we then have an honest conversation about. Does that mean or is that one of the reasons she's more successful than me? Because more people know who she is and she gives an ex amazing, unbelievable figure of how much money she earned based off someone being controlled and saying horrible stuff about it. So it was, it was really fascinating. We then go on to talk about launching and affiliate launching. She's just had a very successful launch, but she again, tells us very honestly what it's like to have affiliates on her do her launch with her and what went wrong and what went right. It was just. It was just super, super honest. It was [00:05:00] really honest, really refreshing, and it really does give you an insight to when you see people's businesses online and you see how hugely successful they are from a financial point of view, what is it like to actually live in that business and be in that business? What does she worry about? What does she struggle with? And honestly. I really enjoyed this conversation. I thought it was awesome. I thought she was great, and I think you're gonna get so much out of it. And you're also gonna find out that it's not just about the money, and that was so reassuring and helpful to hear. So I hope you're gonna really enjoy this episode. I really would love you to, as always, show us what you think. Tag me in, tag Lisa in, go and find us on Instagram. Please, please do go and let us know what you think. But. I thought this was a great episode. So without further ado, here is Lisa. Lisa, welcome to the podcast. Thanks for inviting me. [00:06:00] I am very excited about this episode and about the conversations we're gonna have, and it's almost like, I don't know where to start or what things I wanna talk about. I think where I want to start is. Now we don't do intros. I've already done an intro on who you are, but you've been in this industry a fair chunk of time and you are successful in this industry. How has it changed and how has it changed you? Lisa: It's changed loads and, and it's really weird because I remember for ages feeling like a newbie in this industry. And now there has been a sudden switch, I think like, 'cause it's over eight years, there's this sudden switch of people going, you've been in in this industry. And one of the longest people, I'm like, I was new. How am I now suddenly one of the longest. But I think it's 'cause so many people come in and disappear. And I have been here all along. The changes have been immense, like. The changes in launching, you know, it's completely changed how we do things, the changes in our audiences and how smart they are. Like they're [00:07:00] really clued up these days. You can't pull the wool over their eyes, which is a brilliant thing. That nobody's really being taken in anymore by any kind of pyramid scheme or anything like that. And I used to talk about these things a lot, and then I realized recently I don't need to, everyone gets it now. Like everyone's clued up on all of it. Even all the kind of. Dodgy tactics out there. They, everyone gets it now. Yeah. You don't need to. It's lovely. So that's all changed. I think that the way people buy has changed completely. Like people don't care as much about a bonus or if the price is going up from 1, 1, 1 to 2, 2, 2 the next day, like no one cares. Yeah. They know. It's just a tactic. And I think what's changed is how. There's two things, two bad things that have changed. I think the first is entitlements changed, but we can't moan about it because we made it by giving away so much free stuff. Now there's like loads of entitlement and people just expecting you to do everything all the time. If you don't get back to them within. Five [00:08:00] minutes, then you're going to get like killed on the internet and be told you're bad. So entitlement has happened, but I don't blame the people for being entitled 'cause I feel like we bought it on ourselves. And I think the second thing that has happened that is not so good is that there are so many more people that believe that. That you can't debate with anymore. You can't have conversations with or have different opinions with online because it can only be their way. And yeah, things have changed in that arena. Like if you say something that people don't agree with, they can't just say they don't agree with you anymore. You're like, literally. They're trying to cancel you within five seconds. And I think that's a real shame about the changes that would happen because one of the things that I loved about social media was seeing different people's opinions and debating those opinions and seeing if I could learn from them and seeing if they could learn from me. That doesn't happen anymore, Teresa: Do you think? And such good points. And actually the phrase being canceled is literally like in the last few years and when I interviewed the last time I interviewed Amy Port [00:09:00] Field. I said, what? What, what are you fearful of now? Because obviously when you get to a certain point, everyone thinks that all your worries and your fears go and hers was being canceled, that she might say something or do something accidentally because no one, I don't think purposely tries to get canceled. But it wasn't even a thing like that was never even a saying. Whereas now it very much is, Lisa: and I think that, I think people do try and get canceled. Tate tries to get canceled because I think that if you, if in, if there's enough talk on you, then it doesn't really matter if it's to be canceled or not. You are always gonna get more people looking at you if you say something stupid Teresa: and I guess the world is so divisive and so divided that actually for every one person that wants to cancel you, there'll be just as many who go. Love what you do. Lisa: Because of that divide. And it's such a shame that there's that black and white divide of like, you are wrong. I'm right. This is the [00:10:00] right answer. This is the wrong view, because that's not real life. There's gray in everything. Everything. Yeah. And yet we've, we've lost the ability to see the gray and to see that we're all seeing things through our own lens. So of course, we're all gonna have these different truths and these different opinions that's gone. And that's a shame because the gray area is where the interesting nuances are. But we don't talk about them anymore because like, let's take. What's like a hot topic at the moment that everyone's arguing about, let's take immigration as a topic. Yeah, so if you talk about immigration, there are people that say that we, we shouldn't have drawn the lines anywhere. They're just lines that have been drawn on a map. Yeah. And actually everyone should be allowed in everywhere. And then there are the people that say, no one should be allowed in. It's our country. You know, like, let's draw a line. Don't let anybody in because it's not fair on our resources. Neither of those points are true. There is gray in the middle of that. There are good points on either side that you can come to somewhere in the middle. That makes complete sense, but you're not [00:11:00] allowed to say that because if you even veer away from one point by a tiny bit. You are bad and you're put into the other category. And so no one dares say what they really think anymore because they're scared that people will then see them as far right or far left or whatever. And actually there's nuance in the middle that we could talk about if we were open to it, but no one's open to it. Teresa: No, you're right. And you, and one of the things we've got chatting to before you hit record was you have. Had your fair share of people having very strong opinions about you and, and from an outward looking in, it feels that you are very strong to stand up to that and you don't mind batting that like or meeting it. Was that always the case and Lisa: no Teresa: is that still the case? Like Lisa: it is still the case, but it wasn't always the case. So if you think about when I first came in. I, when I first came online, I'd been badly bullied as a kid. My biggest fear was this, you know, being canceled or being bullied, or [00:12:00] people saying mean things about me online. But I've grown a thick skin because I, it came to a point probably in about year two or year three of being online where every, if I wanted to say an opinion about something or if I wanted to put out, an idea or a thought that wasn't the norm because sometimes my ideas aren't, I would get so much backlash, bullying, like everyone would be offended by everything I said and it, it got to a point where it didn't matter what it was. So like, I'll then test things. So one of my friends, Dan Meredith, put out a post in about year three. That I thought if I put that post out, I'd get killed for it. How is he allowed to put that post out with his opinion on it? So he said, no, wouldn't, you wouldn't, like you are right. People would agree with you or disagree with you. I copied the post and put it out and got slaughtered. I was like, okay. So it's not actually about [00:13:00] what I'm writing. It's me as a person. People are trying to find a reason that I, Teresa: isn't that even harder? Lisa: No. I get that I get it. I've been that person that looks up at people that are successful and I'm trying really hard and I'm not going anywhere and thinking like, why is she able to do this? And like that envy turned into not a nice feeling for me when I used to look at people like that. And it was only through a friend, Emily Williams. She said to me, when you feel that, like envy in that, oh, it's all right for her. Realize that it's just showing you what you want. That's what MV is. It's just showing you what you want in life. And so thank her because that's shown her that you can have that too, because she's got it. And that changed my whole perception. And so then I didn't think about people in that way anymore. But I know how it feels too. And so when people look at me and they wanna find a reason that I must be bad. Like I must be, you don't make over 20 million in seven years without doing something bad, right. 'cause that's what we've been taught. Which people are bad people. It's in every Disney movie. We've seen it. Yeah. And so I know what they're looking [00:14:00] for. And so of course they're gonna try and find any little thing and blow it up to be a bad thing. And the reason why it's okay that I'm not her. It's all right. I don't need to be like, like Lisa and have all that money because. The reason she's got there is she's done bad things that I wouldn't do, and they're trying to find that because it makes them feel better about the fact they're not where they want to be. And I totally get it. I get it. It's psychology and so I don't really dislike it when people do it. I understand it. Teresa: It must, does it not upset you? Are you? Lisa: Never Teresa: like, 'cause I just think I would sob. Lisa: I used to, like in year three, I'm Teflon now. Like nothing gets through. Like I'm fine and my, my husband isn't, my friends are, my team aren't, they're little sobbing in the corner about something that someone said about me, but I'm like, let's look at it logically. Like their opinions aren't gonna have an effect on my business. Because I think we worry about that, don't we? Like when if people say bad things about us and we get a bad reputation, it will affect our [00:15:00] business and we won't make as much money. Yeah. I have found that to be not the case. Yeah. So much so that I found it to be, I went viral on mom's net like a year ago. A year or so ago. Badly. Not in a very negative way. Because I paid too much money in a launch, and therefore I must be a con artist. And so that there were 52 pages all talking about me as a con artist. Teresa: Oh my God. I doubt Lisa: and well, I, at first I tried to do, I did a very stupid thing and I tried to, oh, I thought that reasonable people, oh, go on and have a chat to them about why they think this, and I'll tell them why they're wrong. Never play with the trolls. What a stupid thing to do. So don't ever do that. Just ignore it. Teresa: Because like, you know, having that conversation to me feels like a good thing. Like, well, let me explain. Lisa: Yeah. I explain why I'm wroong, yeah right. And why actually I call out the con artist, but it didn't work. It just made that they loved it. So I didn't do that again. But what happened was we made about 43,000 pounds extra just from...…

Your Dream Business

1
8 Essentials for High-Converting Landing Page for your Lead Magnet 25:11

9 weeks ago25:11

25:11

In this episode of the Your Dream Business Podcast , I explore the science behind building landing pages that truly convert. I cover eight key components, including compelling headlines, strong calls-to-action, the value of social proof, and clear personal intros. Designed for course creators, membership site owners, and coaches, this episode offers practical tips to boost the performance of lead magnet pages. I also highlight timeless marketing principles that continue to deliver results. Tune in for practical advice and proven strategies to create landing pages that work. KEY TAKEAWAYS COVERED IN THE PODCAST Master the Essentials – Effective landing pages rely on eight core elements, including captivating headlines, action-driven CTAs, and trust-building social proof. Simplicity Wins – Strategic yet simple marketing principles often outperform complicated tactics and continue to deliver strong results over time. Tailor for Your Audience – Whether you're a course creator, coach, or membership owner, optimizing your lead magnet page with practical, audience-focused strategies is key to higher conversions. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Teresa on Website , (Grow, Launch, Sell) , Sign up to Teresa's email list , Instagram , LinkedIn , or Facebook Transcript Teresa: Creating a great lead magnet is one thing, but your landing page needs to attract people to actually download it. And I don't know whether you know this, but there is actually a science behind a highly converting landing page, and in today's episode I'm gonna break down the eight essential elements that you need to include. From headlines that talk directly to your perfect customer to call to action buttons that actually want to be clicked. You are gonna want to make notes for this episode. Hello and welcome back to another episode of the Your Dream Business Podcast with me your host, Teresa Heath, Wareing , as always, I hope you are having a great start to your week now. One of the things that I do in my Grow Launch Sell program is people are able to submit their landing pages to me, their sales pages, their lead magnet pages, and I will go through their funnel and I will actually record myself going through it, and then I will be commenting and making suggestions and telling tweaks and changes. One of the things that are really important to me in my business is that I. Have a business where it's higher touch than I used to think. I would love a business where I [00:02:00] sold thousands of people in a course or something like that. And actually I don't want that at all because one thing I love to do is to be able to make immediate changes for people or help people. As closely as possible. And in the Grow Launch Sale program, that's exactly what I do. I give them six months of support, and part of that six months support is I literally go through their stuff and look at their stuff and go, tweak this, change this, do this. And that is really, really important to me because you can buy every course in the world, but without someone looking at your individual stuff and taking into consideration your audience and your. Offer and all that sort of good stuff. It's hard to actually know whether the thing that you are learning is the thing for you or is gonna work for you and your audience. Anyway, with all that being said, this has kind of spurred me on to think about this week's episode and what I wanted to talk about because like I said, one of the things I do is literally look at people's landing pages and I love it. And for me it's really easy 'cause I can see immediately where. Why people aren't [00:03:00] opting in or why people aren't necessarily understanding or why they're falling away. And I thought what I would do in today's episode is I would walk you through, and I know this is a bit tricky, so we're gonna take it slowly, but I'm gonna walk you through what makes up a good landing page. And what I would love you to do. Maybe like listen to this for you listening, and then maybe the next time you are sat at your desk, put this on and look at your landing page while I'm talking to you. And therefore, while I'm telling you the things that should be in different places and what you should do, then you can actually do a kind of little audit on your own landing page. And the other thing reason I wanted to do this is because back on two weeks ago, episode 3 96 yes, we're very close to episode 402 away. In fact, episode 396 I talked about the lead magnet, do's and don'ts. So I talked about actually the physical lead magnet, and I thought it's all well in good, having a really good lead magnet. But if you have a terrible landing page, then people aren't gonna get to that lead magnet. So I wanted to break [00:04:00] down what it is that you need to consider and you need to look at on your landing page. So let's get started. Like I said, if you've got your landing page in front of you when you're doing this, awesome. If not, then just listen away and I'm sure there'll be key things you can take away. And it's surprisingly simple. This isn't. Massive and difficult. It's just a formula. And this is the thing, like I don't say these things 'cause it's nice and I like to look at the page that way. This is what works. So let's look at the top of the page. So if you're looking at the top of your lead magnet page above the fold, and if you don't know what I mean by above the fold, it's basically the point in which a website disappears and you have to scroll. So anything above the fold is what I see immediately. And everything I'm about to tell you in this first section should be above the fold in an ideal world. So the very first thing that you need is an attention grabbing headline, and it really does need to grab my attention. Now. Above that, you could always have the words free download, freebie. [00:05:00] Free audio, whatever your lead magnet is. So you could have, and in my head I'm imagining the free download or free masterclass or whatever it is in smaller text and then in bigger text, we want your headline. In your headline. There's two ways to go in this way number one is you use a specific benefit driven headline, or the second way in which you can use your headline is you go with a pain driven headline. Okay. So a benefit driven headline might look like, do you want, I don't know, I'm gonna make things up as I go here, but do you want more engagement on your Instagram posts in 30 days? Do you want to double your sales in six months? Like, I'm literally just using random things here. But basically it's like, what is the transformation they're looking for? What is the benefit they're looking for? So that's a really good start for your headline, is to put in a benefit driven headline. Now some people prefer to put in a pain driven [00:06:00] headline. Now, where this works really well is, let's say, and I see this a lot with, with mindset people, where they're talking about, you know, stop imposter syndrome now, which would be a benefit. However, I. They might not know they've got imposter syndrome. They might not even know what the word imposter syndrome means. So in cases like that, starting with a pain driven headline is much more effective because they will know where they are. They'll know the pain that they're in right now. They might not know the thing that's gonna help them get to the benefit, and they might not know what the benefit is, even though they might just go, well, I don't wanna feel like this. But they're not entirely sure what they wanna feel like or what anything different could look like. So a pain driven headline could be things like frustrated with low sales or sick of feeling. I'm just trying to think of a mindset one, and I'm struggling off the top of my head, feeling overwhelmed or feeling anx. I [00:07:00] wouldn't even go with anxiety, anxious because again, they might not know that's the thing. So what are the actual feelings? What is the thing that someone would say to you, oh, I'm so tired of feeling this thing. So like I said, pain or benefit driven. That's your headline, not. This is my free download for whatever, whatever. It's like what's gonna grab their attention. I want you to keep it concise. Try not to have too many words here. 'cause bearing in mind you want someone to see this and read it quickly. If you can include numbers or times or deadlines or whatever, that just helps it be a little bit more convincing. So like it's, the more specific you get, the better it is. So, for instance, the example of get three x more leads in 30 days. That's really specific. So it's more kind of, it's more likely that they'll take action on something that is specific. So benefit driven, pain driven, keep it concise, and if you can add some numbers to kind of clarify it or to quantify it, great. So, like I said, a kind of mini headline above the headline that [00:08:00] says freebie or whatever headline. Then we want a subheading. Now your subheading needs to expand on what you've just said in the headline. If you've done a benefit-driven headline, your subheading could be a pain driven thing. Like, you know, if you have focused on the benefit, you might flip it in the subheading and and go tired of. You know, not many sales or whatever, it is you can also use the subheading to look at initial objections and to overcome them. So let's say you do a lead magnet on wanting to feel more peace. You could then, in your subheading, put something like. Without having to meditate for 30 minutes or something where the objection, you know, for instance, like I could do something, so let's go with the three times more leads. In 30 days, you might put, without selling your soul to the devil, like you might wanna think of what is an objection to someone thinking of that [00:09:00] thing. Like, okay, yeah, you say that, but what is the objection and can you put that in your subheading Also? You can reinforce some urgency or in some importance of that situation. So like whatever the kind of pain is, you know, you could talk about the urgency of wanting to stop it. So you've got mini headline of freebie or whatever type you're on top headline, subheading. Then, so this tends to be, if you imagine on the left hand side of the page, that's where all those headings are, underneath those headings. I tend to have a call to action and I'm gonna talk about calls to action on their own, because this is just general, you know, things about calls to action. So I'll, I'll do that in a bit. So then on the right hand side, so imagine all that text is on the left hand and on the right hand side, I want you to have an image of the lead magnet itself. Now people are very visual and they like to see what they're going to get. So I want you to mock up. A image of what that lead magnet might look like. If you're [00:10:00] listening to this and you are in the Grow Launch Sale program, then I have provided all the mockup templates for you. You don't need to do that. You can just go and get them from the program, but you need that. I need to see what am I actually going to get? So a found out image or a scrolling image on a, you know, laptop or whatever. You need to be able to show me what is the thing that I'm going to download, even though I'm not downloading a physical thing, I'm downloading a digital thing, I still want to see what I'm getting. Don't worry about people. Like you're not gonna show them every inch of your lead magnet. You're just gonna show them a little bit of it so they can see and get an idea of what it is. So don't worry about people reading the image. And therefore, and in my head, I'm like, if you wanna actually stop and read every single thing on that thing and not download it, then go you, because it tends to be teeny tiny and it they'd struggle to read it anyway. Teresa: So all of that is above the fold. That is what I wanna see at the top of a landing page for your lead magnet. Okay. Now let's talk about the rest of the page. Now, I guess one thing I should say is at the bare [00:11:00] minimum, that's what I want. Absolute bare minimum. How much more you put in is kind of up to you. I actually don't have any, I was just thinking as I was saying this, I don't have any hard stats on. Whether it increases downloads if you do this other bits or not. But I like to include these other bits. 'cause I think if someone is on the fence about downloading it, if they don't know you, then we need to give them a bit more reassurance. So the next section down, I would use that to explain a little bit more about the freebie, you're offering. And I would do this in a bullet point form or a format, just so that it's broken up text, this is really important. I would look at like. What are the things that they're gonna be able to do once they've got the download? What does it include? But basically you want it in an easy format so they can scan that if they wanna scan it. But this section, this next section, is just to kind of explain a bit more about the benefits of downloading the actual thing then. [00:12:00] What I also would include on this page is some kind of social proof. So include any specific testimonials of people who have used the lead magnet. If you've got, you know, if you have worked with some big clients in the past or have some featured in, you might wanna include some of this on there as well. And like sometimes people put download numbers on there, like over a. You know, 500,000 people downloaded this. I mean, we're not there yet, but we might be. So yeah. So you want some kind of social proof on there where. It basically says, look, this is worth doing because this is good. So even including just some general social proof, I think is really important on these landing pages. But again, you don't have to do loads. Just one or two is fine. And then the last thing I would say that you want on this page is an introduction to you, because in an ideal world, the people coming to this are not people who know and love you because this is one of the main points of having lead magnet is getting new people onto your list. So you want to basically [00:13:00] have something on there that says this is who you are. You want an image of you. So. I'm sorry. If you don't have one and you don't like it, you need to put an image of you on there. It's building that know, like, and trust factor. You want to keep it short, no, I don't want more and peace. I don't want your about page, I just want a paragraph about what makes you qualified to teach me the specific thing that you are teaching me. So you might have a kind of a, an about you or a kind of paragraph that you use to introduce you, but I want you to read it and go with the lead magnet in mind. Does that convince someone why? I'm really good to teach 'em the specific thing. So where you can and where possible, I want you to tweak it to go with the lead magnet that you are actually doing. Okay, so that's it. That's basically the page. Now the other thing you're going to have at the bottom of the page is your call to action. So let's focus for a second on creating clear call to actions. So the first thing I would suggest, and again, [00:14:00] this isn't because I like it, this is because it's proven. Use a contrasting color for your call to action buttons, and I would suggest you use the same contrasting color. So let's say your page is predominantly red and blue. Then you might wanna use a yellow for the call to action buttons. But every call to action button has the yellow in it. Obviously, I'm not saying use yellow, I'm just saying use a contrasting color. So contrasting colors for your calls to action buttons. Write action orientated buttons. So get my thing now, grab your whatever now. Now what person you wanna put it in is up to you. So if you wanna put it in first person or third person, that's entirely up to you. So you could say, grab your download or get my download, however you wanna say it, and obviously make sure that's the same throughout the whole page. But the important key thing is it's the action orientated word that inspires them. It kind of. In their head makes 'em go. Okay. Yeah, like they're taking action. And again, [00:15:00] like make sure that you're positioning a call to action at the top, above the fold. And then depending on how many of these sections you're putting in and how you display your page, you may want a few different call to actions, but I would end with a call to action now. When I say call to action, you may or may not have the form on the page, so the form is the bit where they're gonna fill in their name and their email. If you have the form on the page. Personally, I would say put the form towards the bottom, although weirdly I was looking at some of my pages the other day and there at the top, so dunno what I was thinking there. Anyway, I would normally suggest put the form at the bottom and then the call to action buttons will jump to the bottom of the page. Now if you're saying thinking, I dunno how to do that, Teresa , there's a, I'm positive that whatever system you're using to create your landing pages on. When you click the button, there will be an option to say, take them to wherever [00:16:00] or to another place on this page. And that's what I do. So you have kind of like sections of the pages. So I will call a section, call to action or form or whatever. And when I'm doing it, I will say, jump this to the form page. So, call to actions needs to be really clear. Need to be scattered throughout the page, but you don't need too many on a lead magnet page because it's not gonna be that long. You need a contrasting color and you need those action words, and then whether you click them to a form that pops up and opens up, or whether it's a form on the page. Ask for essential information only. I only ever ask for name and email. That's it. The more you ask,...…

Your Dream Business

1
The Art and Science of Sales Copy that Converts with Vicki Handley 57:43

10 weeks ago57:43

57:43

In this episode of Your Dream Business Podcast, I interviewed Vicki Handley, an expert in sales copywriting and founder of Quirky Copywriting. This episode dives deep into the art and science of writing compelling sales pages and emails. Vicki shares valuable insights on the differences between general copywriting and sales copy, the psychological foundations of effective sales copy, and the importance of specificity and urgency. We discussed how to identify core problems from symptoms, create compelling promises, and the nuances of evergreen versus launch-based sales strategies. Vicki emphasizes the need for ongoing testing and adjustments to improve sales efficacy. If you're an online business owner looking to boost your sales copy, this episode is packed with actionable strategies and expert advice. KEY TAKEAWAYS COVERED IN THE PODCAST Know the Difference: Understanding the distinction between general copy and sales copy is essential for creating content that converts. Psychology Matters: Leveraging psychological principles like urgency and specificity can significantly boost the effectiveness of your sales pages and emails. Test and Improve: Continuously testing and refining your copy is key to enhancing sales performance over time. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Vicki Handley on LinkedIn , Instagram or Website , Ultimate Structure Connect with Teresa on Website , (Grow, Launch, Sell) , Sign up to Teresa's email list , Instagram , LinkedIn , or Facebook Transcript Teresa: If you've ever tried to write a sales page or sales emails, you will know that there is a. Real art and science to it. And in today's episode of the podcast, I interview an absolute genius when it comes to writing sales pages. This episode is filled with so much gold and so many amazing light bulb moments that if you have something to sell online and you want to write an email or a sales page. This is not to be missed. Hello and welcome back to another episode of Your Dream Business podcast. I'm diving straight in with today's episode because honestly, when I say this episode is gold. I don't say that lightly. I need to tell you a little bit of a story about today's guest. So today's guest is the lovely Vicki Handley, and she's talking to us all about sales pages and copy for sales pages. Now Vicki is in my world. She joined my Grow launch sale program and we did a visibility challenge. And part of that visibility challenge is that I encourage people to get on podcasts, to put themselves out there to become the expert and. Vicki asked If she could come on my podcast, and I said, yes. [00:02:00] I would love to have that conversation on my podcast. I am so flipping grateful. I did because this conversation. Within the first like five, 10 minutes, I am scribbling notes, after notes, after notes. I have to go back there and re-listen to the whole podcast again because there was so much good stuff that she talked about in terms of what sales copy is and what it isn't and all the different things that you can do. So before we jump into what she covers, let me just take a minute to actually introduce who Vicki is. Vicky is, uh, the head of copier, her agency quirky copywriting. She's a marketer who specializes in sales copy and evergreen sales are her forte with her most popular offer. Actually, name Evergreen helps you sell seamlessly behind the scenes with researched, written, and refined email sequences, removing the need for endless launches. Vicki has worked with hundreds of business owners helping them refine their copy so that they can actually get sales through [00:03:00] it. So this conversation is very much aimed at the fact that sales copy and copy copy is very different. When I say copy, copy, I mean people can write copy for blogs, for social media posts, for things like that. When I'm talking about sales copy, I'm talking about sales pages, sales emails, and in this podcast we talk. All things sales copy. She talks about the fact that sales copy actually isn't that creative. It's very formulaic. It's based on psychology and it's basically trying to give people without doubt absolute certainty whether something is for them or not. She has a great analogy that it's like going into a courtroom. She also talks about. The things that people are missing in sales pages and what some of those things should be and how we need to get really specific and really certain around who it is we're speaking to. She talks about the fact of sometimes we just try and keep it quite broad 'cause we don't wanna put someone off or we don't want to miss someone out. But in doing [00:04:00] that, we actually struggle to sell the thing anyway. She shares a phrase with us that is something she calls twisting the knife, and it sounds really awful, but actually it's really important when you're doing a sales page. Basically as she was going through all of these things that in the first kind of first 10, 15 minutes, I was literally just writing question after question after question after question. Like I said, I have not written this many notes in a long time, and I just had all the questions to ask her. What's the difference between a sales page and sales emails? How do you add that urgency, which she says is so important for a sales page. What's the difference between selling something to, to get someone to buy as opposed to get someone on a call? We talk about so much. If you are selling something online, which I'm assuming you are 'cause you're listening to the podcast, this is gold for you. Also, I want you to do me a favor because this is such an amazing episode. And Vicki works so hard to bring you such a cool episode. I would love you to share this for, [00:05:00] for both me and Vicki. I would love you to share this with a business friend that maybe is selling something online. Share it on your social media. If you have a business following and, get some of this stuff out to people because actually I see people create products and services online and then they don't sell, and it's heartbreaking and so disheartening, and actually so much of what Vicki says today is gonna help you sell those things online. So without further ado, here is the amazing Vicki. Vicki, welcome to the podcast. Thank you for having me. I'm so excited. I am excited to talk about our subject because, well, I'm just gonna dive straight in and go. Tell me why sales copy is different to someone writing normal copy. Vicki: Sales copy is very different to normal copy because I think even copywriters fear it because you are. Demonstrating your ROI, it's really easy. It's really easy to see if it's working or not. It's clearly visible and it's clearly tied to, uh, [00:06:00] either a financial figure or the number of call bookings, et cetera, and that people are like generating as a result of your work. I personally see it as a challenge. I like to work out what works and also it's, it's not. Creative sales copy. That might sound a bit weird coming from a copywriter, but it's very formulaic. It's very structured. It's, it's very much based on your ideal client's psychology and persuasion, and ultimately it's spin. It's laying out all those cards on the table, but it's, yeah, I often refer to it as courtroom, like closing arguments in a court. I come from a legal background, so that's why I kind of use that as an, and I'm also a big. Crime series fan. So it's the bit at the end of the trial where all the evidence has been presented, they then step up and they state the most powerful aspects of their case to the jury. Full certainty, no space for doubt. This is how things went down. Advocate for either my client being guilty or innocent. And that's co obviously, by or not by in this case. So it, it's very, very different and it's. It requires a lot of [00:07:00] groundwork to have been done before you get to that point as well. So there's a space for other copy and content and all the rest of, there's all sorts of things aren't there that people need to be putting out there into the world. But this is the final, this is the big guns. Everything's laid out on the table, and this is the thing that actually gets them to act, um, inspires the action in your audience. And if it doesn't do that, it's a fail, I'm afraid. Teresa: I love that. I feel like I could just end it now. Thank you, Vicki. Goodbye. Like You're welcome. Honestly, that was brilliant. That was such a good, strong argument for copy, for sales, copy over copy. And I think I have been in this industry a long time, about 11 years now. Uh, my business for 11 years, I've been in this online space for about eight, nine, and if not a bit more. And, and lots of copywriters don't get sales copy. Like one of the thing about sales copy is we're taking them on a journey, but it's. How is that differing to, I think the reason I bring up the journey thing is I think lots of people, lots of copywriters understand the taking a customer on [00:08:00] a journey, but they're not converting them or they're not being direct enough with the journey. So what, what are they missing or what are people missing where they're like, 'cause it is a journey, but how does it differ? Vicki: So. When I'm writing sales copy, I focus heavily on specifics. Mm-hmm. I think if you're trying to do like a lot of things that I see, I've seen a lot of bad sales pages in my time, and I like to focus really hard on the problem that they're solving, and I think that that's, that's often a missing piece. They talk about the generalities, but they don't talk about the specific problem, the specific pain point, the specific challenge that is. Well, it's, I've never said specific so much, but it's specific to that particular target client. Yeah. So there's, there's the target, the individual, like the one person that you are talking to is the first thing. I think a lot of, um, copywriters and people writing their own copy try to appeal a little bit to everybody so that they've, they like hedging their bets, like someone's gonna respond to this for actually that data that you, you. Gathered in order to write that, um, sales page and the [00:09:00] specifics of the problem and the needs, wants and expectations of that individual is really, really important for kind of creating your case. You also need to, I, I call it twisting the knife. That bit, it's a little bit, focusing a little bit on the, the pain and the challenge that they're experiencing, but then the next part. Is focusing on the opportunities that that brings. That's kind of bringing desire into that forefront. And what you're doing with, with sales copy, whether it's an email sequence, whether it's a sales, um, page, whatever is, you are kind of amplifying that journey and you are really, really focusing in on the specifics so that they feel seen, they feel understood, and they feel called out. as well Because a lot of the times when people convert, it's because they're like, oh my God, that's me. That is literally me. Yeah. And the social proof that you're using later, oh my God, that's me. That's where I am now. And this person is like me. So I can see the progression, I can see how things have changed for them in a short period. And the other thing that's often missing is the why now. Like why should they do something now versus six months time when things are worse? So another thing that I love to [00:10:00] do is to make sure that you call out the cost of inaction. And you're, what, what you're doing with your sales page is, like I said before, is you're bringing out those big guns. You're making sure that all your bases are covered and you are engineering that social proof that you have. 'cause that's another thing, social proof, credibility, signals, why you are the only logical choice. All these factors work together in line with the structure, um, of like building a bridge ultimately from a place of challenge to a place of desire or next level u. And kind of. Validating the promises that you're making. Like this is, this is the promise that I'm making. That's the other mistake that I see as well. People don't actually make a promise. They don't actually say, this is what you will get from this program, this service, whatever, because they're scared of hanging their hat on a result, and that directness, that certainty, that no space for doubt is what sets apart good sales pages from not so good ones. Teresa: Right, Can you just repeat all that again because I just normally I have my, my remarkable and I take notes, right? And I thought, oh, I didn't pick it [00:11:00] up, and you just said so much good stuff in there. I feel like at the end of this podcast, I'm gonna have to go back through and listen to this podcast because. When, when I'm interviewing or when I'm doing an episode with someone, I'm having to actively listen in a very different way as just taking it in so that I know where it's going next, or I know the conversation that we're having or what I wanna pull from that one thing rather than actually just going, oh my God, that is so smart. Okay, so. Uh, I've got like a million questions now buzzing around my head. Vicki: Okay. I love questions. Teresa: Let's talk about, oh, what should I talk about first? Hang on. I need to write this thing down because I'm gonna forget you said about sales page or emails. I wanna come back to that. Okay. But I'll forget. So twisting the knife. Okay. In my head that feels like, oh, that's mean. Right. And I think let's like just talk generally about sales as well. People are like. This is, this is horrible. Sales is horrible, right? [00:12:00] Talk to me, and I'm playing devil's advocate because actually I get the whole twisting the knife thing, and I think we have to do it more than ever now because people are getting far more. I, I think looking at all the launches I'm involved with, all the launches I watch, they're not as successful as they have been, and I think we're having to go an extra mile. So what do we talk about? Give me a practical example of. If you can think of one off the top of your head, what writing would look like for a particular product or service, and then how twisting the knife would be. Vicki: Okay. So yeah, so with twisting the knife, I, I view sales a service, so I'll just, I'll just step back a little bit first, but I view sales a service. Yeah. If I know that my product, my service, whatever it's, I'm writing about, or my client's, um, product or service can help someone, it's my duty to make the best possible case. And how I usually do that is, I call it twist the knife. It's a little bit tongue in cheek, but it's, it's basically, it's basically. Pointing to the problem. I'll try and think of an [00:13:00] example as I go along, but pointing to that problem and turning it in their mind from a, something that they need to fix, but actually it's not that urgent to a non-negotiable and something that they actually need to prioritize. It needs to be something that they deal with now to avoid the consequences of, of not doing it. I'm struggling to think of an example, but I'll come back to that. Okay. And yeah. Basically what I'm looking to do when I, when I look at this, is before I write anything, I will have had loads of conversations with the, uh, my clients' clients or my clients if I'm writing something for myself, and I will go deep on what their struggles were when they joined, before they joined, I should say, or before they started working with the client. And I will go deep on the kinds of things that at that moment in time they were thinking. They were feeling and they were experiencing as well as the kinds of things that they were doing that was actually sabotaging themself or stopping them from moving forwards. Teresa: So when I'm, okay, so let me just cover that. Sorry. Yeah. Yeah. That they were thinking, they were feeling, they were doing, Vicki: doing. Yeah. [00:14:00] And stopping And what would that And stopping them. Stopping them from moving them moving forwards. I'm happy to share my little handout after if it would be helpful for you to refer. Teresa: Perfect. Perfect. That would be, thank you. Cool. Vicki: Amazing. So yeah, so that's, that's what I'm aiming to do with twisting the Knife. However I do that so that they see the opportunity, because with what I'm doing when I'm interviewing those people and then converting that into copy is, I'm making clear that. They see the opportunity because I, I work a lot with expansive clients as well. I don't typically work with people who are stuck like really in lots of pain. Like it's, it's terrible. It's awful. Yeah. I work with people who are looking for the next level. They're looking for that next opportunity, so that more expansive client by just looking at the things that they were doing and the, um, things that they were experiencing. Often you can spot symptoms of a problem that they don't either know exists yet. Or something that is, they're experiencing the symptoms rather than the root cause. And I'm just trying to think…

Your Dream Business

1
Lead Magnets that work: Here’s What to Do (and what to Avoid!) 27:09

11 weeks ago27:09

27:09

In this episode of the Your Dream Business Podcast , I talked about how to create great lead magnets that actually help grow your email list. I shared the top five dos and don’ts to keep in mind, giving practical tips that work whether you’re just starting out or have been list-building for a while. I also threw in 20 creative lead magnet ideas to spark inspiration and boost your marketing game. Don’t miss it if you want to make sure your lead magnets are doing their job and growing your list effectively! KEY TAKEAWAYS COVERED IN THE PODCAST Master the Basics: Follow the top five dos and don’ts to create lead magnets that attract and convert effectively. Get Creative: Explore 20 unique lead magnet ideas to keep your audience engaged and interested. Focus on Results: Ensure your lead magnets are optimized to grow your email list consistently. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Teresa on Website , The Club , Sign up to Teresa's email list , Instagram , LinkedIn , Facebook or Twitter Transcript Successful list building is crucial to the success of your business, and one of the most effective ways to list build is still through using lead magnets. In today's episode, I am sharing with you the top five dos and the top five don'ts of creating a lead magnet. Regardless of if you are just getting started with building your list or you're a seasoned list builder with multiple lead magnets, this is definitely an episode you want to listen to. 'cause if some of those lead magnets aren't performing, it might just be that you're doing one of the don'ts. Hello, and a super warm. Welcome back to the Your Dream Business Podcast. How are you doing? So this week I decided to kind of go back to my roots, as it were. One of the very first things I learned in the online space was about lead magnets and converting people onto your email list. Obviously you have to remember that I come from marketing background anyway, so. I came into the online space knowing a lot about marketing, but weirdly, lead magnets was something pretty, well, I guess no one ever called it lead magnets in other places, like in other marketing things, we had ways of getting people on our email list, but we never talked about lead [00:02:00] magnets or used that term. So when I came into the online space and I heard the term lead magnets, it was one of the very first things I learned. And actually I ended up going to Minneapolis and doing a three day course with lead pages, who, if you've not heard of them, they're basically help create landing pages, or it's a system that creates landing pages who I used to use. And I went and learned with them all about how to get people on your email list and everything around conversion marketing, which was really, really cool. So I thought. Do you know what? I'm gonna do an episode about lead magnets because I think it's a subject and something that comes up all the time. So if you've heard me talk about it before, great. This is gonna be a really good reminder for you in terms of what's working, what's not. If you haven't heard me talk about lead magnets, I'll just take a quick, brief minute to explain what a lead magnet is. So basically you are giving your customers something for free. In exchange, they're giving you their email address and you are [00:03:00] getting them on your email list, which as you will know as a business owner, as an online business owner, your email list is where it's at. Like I would like to pretend otherwise, but honestly without an email list, even if you have an amazing social media following. You are not gonna be able to necessarily convert people like you can off an email list. So it's so, so important. And basically it's crucial if you wanna grow your business, you need lead magnets in your business. And I know there are some people out there who are like, they don't really work anymore, or you might have heard that they're not as successful as they were, but honestly. I am yet to find a world where they are not useful and they do not keep adding people to my list. And that is how I keep adding people to my list by having an opt-in that they can choose to come and join my email list. So today's session, today's podcast is going to be very specifically. Five dos and five don'ts for creating a lead magnet. And then I'm going to give you 20 different ideas [00:04:00] of types of lead magnets. So if you're sat there thinking, I just don't know what to do, or what kind of thing could be a good lead magnet, I'm gonna give you 20 ideas to give you so much good stuff to go at it. If you have a business owner that is a friend, then please do share this episode with them, because this is something that every business should be doing. I know that I specifically talk to online business owners, course creators, membership owners, coaches. However, every business should have lead magnet. I am not, you know, in my 21 years of marketing, there is not yet have been a company where I've thought, you don't need one. Now, the type of one you might need might differ, but there's definitely always the need for a lead magnet. Okay, let's get going. We're gonna start with the don'ts first. Let's start on the kind of like, don't do this and then we'll talk about the Jews. So the first thing, don't give too much away now. I need to explain this because this isn't about making, giving something away that's really good. This is about the number of [00:05:00] things you give away. Again, I need to explain myself. Let's say you are going to do a lead magnet that is a a hundred ways in which you can do something, a hundred ways in which you could lose weight, a hundred ways in which you can grow your business. I don't want to know a hundred ways in which I can do something that is overwhelming, that's too many, and as we know. When you have doubt or when you have questions, it just means that you don't do anything. You just don't take action. So I would much rather you give someone the three top ways to do the thing, because honestly, the others are gonna waste my time and they're going to waste your time. No one necessarily needs a hundred ways to do something when. I just wanna know what are the top three ways that I can do it? And you are gonna save me so much time. So if you're thinking more is better, it's not always the case. Give me the thing that's gonna actually give me the transformation, not all the millions of ideas that you have in your head. So for instance, I have done a podcast episode that talked [00:06:00] about the lead magnets that are working now, and we will link up to that in the show notes. And I basically tell you like the top two or three. That are working right now, and I will say them again later on, even though I'm giving you 20 ideas, like sometimes you might have some of those and you need some more ideas, but this isn't a lead magnet. This is just giving you ideas. Whereas if I was doing a lead magnet, I would make sure that I'm giving you the top three as opposed to here's all hundred of them. The next don't. Don't be too smart, too advanced, or too complicated. One of the things, again, that I see all the time when someone sends me a lead magnet to review. One of the things that my grow launch sell program people get is they get me and my eyes on their stuff. So I look at their lead magnets and I will say to them, actually, you know, change this, do this, or. One of the things I say to them often is they're going too deep. They're going too deep into giving the person who's reading it, all the stuff, telling them all the things, and often [00:07:00] they're doing it at a stage where the customer isn't ah, so they're getting too complicated or they're being too smart. Not in a arsy way, but they're being, you know, they're just trying to prove like, look, I know all this stuff. Whereas your customer is not at your level, your customer. Is it a starting level where you need to just give 'em the basics. And the same as the don't that I've already talked about? If you kind of go too deep, you overwhelm them and they won't take any action. So even though when you're putting together a lead magnet, you might think everybody knows this. This is ridiculous. It's not gonna add value. The truth is that's not the case. So keep it simple. Don't. Number three, don't make them work too hard for it. And what I mean by that is you need to make it very simple in terms of the process. You need to make it have a very clear landing page where the only thing you can do on that landing page is actually put in the details for the lead magnet. You need to make it really clear what they're asking [00:08:00] for, what they're going to get when you actually then give them the thing. When you send them that first email, as I talked about in my onboarding email podcast a few weeks back, you need to go, here's your thing. So in email, number one, here's your thing. Don't make anything too complicated, because if they can't just get the thing that they've asked for, then there's a problem actually as a side. One thing I wouldn't always recommend doing, and I, I can't give you a straight, don't ever do this 'cause there might be some cases that you do. However, in most cases I would not recommend this is giving them the thing on the thank you page. Because when you give them the thing on the thank you page, so let's say I'm downloading a cheat sheet or something. If I get to the thank you page and it's like, here's your cheat sheet. I have no reason to open your email and it won't get me into the habit of opening your emails. So don't deliver the thing on the thank you page, but do make sure you've delivered it and only talk about delivering it in email, number one, and make sure that the process into actually getting the lead [00:09:00] magnet is as simple as possible. My next don't, don't. Number four is very, it really like links onto that, and it's very similar to this in the sense of don't ask them for too much information or excessive information to get the lead magnet. This. The caveat for this is if you're doing a quiz, obviously if you're doing a quiz, you're asking for more information, or if you're doing a survey, you're asking for more information. But people expect to give lots of information on that. What they don't expect is when you say, do you want this download that you basically say to people, can I have your name, your address, your email, your phone number, your. Two sides, like literally keep it so simple. In most cases, the only things I ask for are your name and your email, nothing else, because again, the more you ask for things from people, the less likely they are to do it. If you're keeping it simple, keeping it really clear, the process is clear, you are going to have less people drop off that process. The final don't for your lead [00:10:00] magnets is don't give it a boring title. Okay? I talk about sexy titles all the time, and this is so important. You have got to attract me to want to download the thing, so make it sound enticing, make it sound interesting, make it sound something that I'm going to want, that something that I'm like, oh, this sounds awesome. I definitely want this thing. Sexy title. Obviously, we live in the world of chat GPT and Claude. Ask them to make it sound enticing. Tell them what it is and say, can you create me a title that makes people want to download it? Okay, those are my don'ts. Now onto the dos. Do make your Lead magnet really good. What I mean by that is, I know our initial idea is to get people on our email list, but what are they going to feel like if they have downloaded something? Yes, tick, you've got the on your email list, but the thing that they downloaded was absolutely pants. They're not going to [00:11:00] see you in a very good light. They're not gonna think this person's great. They're not gonna think, wow, look at the content they've given me. What else might they have? So do make it really good, like. Give them some actual thing that is gonna help them in their business or help them right now with the problem they've got and wow them. So sometimes when people get worried about giving too much, which is why this is, I know my first don't, was don't give them too much. But when they talk about giving them too much, they worry about, well, why would someone buy my stuff? But honestly, in most cases, you need to give them something good so they know you are good. Okay. Do number two, meet them where they're at. Now I'm not gonna talk to you about creating your perfect customer profile. 'cause I know when every time I mention that, like. Mentally, people in their heads are yawning. So I'm not gonna talk about that. I'm going to assume you know who your customer is, and I'm going to say that you need to meet them where they're at. And what I mean by this is a couple of [00:12:00] things. Firstly, it really helps you understand where they're at in terms of what product you can offer them. So let's say you have a product where I used to have a product where I would help you get started building your email list. And now I predominantly focus on growing. So growing your visibility, growing your email list. Let's say I had two lead magnets. Lead magnet number one was how to start an email list, which I think I still do actually have, and it lead magnet number two was how to grow your email list. I am meeting my customers where they're at, and not only am I meeting them where they're at, IE, either they don't have a list or they do however. I am also understanding where they are in their journey, so I know what to offer them next. Because let's say you've just started an email list and I'm going, Hey, to maximize, or like. No, sorry. Let's say I'm focusing on, uh, growing your email list and you don't even have one, then I'm not meeting you where you are at. So meet your customer where they're at. A really good example of this [00:13:00] is a few years back I used to have a product called Build My List, and I walked people through how to create an email list. It was during lockdown. And one of my clients, one of my students on that program was a, basically, she had a membership or a, a community for a local area. And they would often talk about, you know, what restaurants were opening, what activities were going on. And the problem was her current audience, like the thing that they were helping with, they couldn't do because it was lockdown. So she decided to create a lead magnet that was all about like the best party ideas for an online or for a, you know, virtual birthday party or whatever it was. And she was meeting them where they were at at that point, the problem that they had at that time. Now, obviously the idea is that she would go back to her normal content when the world opened up, which she did, but at that point, there was no point in her creating a lead magnet for the best five restaurants to go and visit in a particular area. If. You couldn't do that. Okay, number [00:14:00] three, do. Number three, do fix the problem, a pain, and basically give them the transformation that they are looking for. I know that with a lead magnet, you're not going to be able to straight up change their world in one lead magnet, and obviously that's what your product and service does. However. It needs to help them with something they're struggling with. And if you are struggling to think, what should I do, a lead magnet about? What are you asked all the time? What is the question that you end up answering all the time? What do you keep saying over and over and over again to your customers? That's what you wanna create A lead magnet in the lead magnet has to be of some kind of benefit. So it either needs to help them with a pain or a problem, or help them with their transformation if it's not doing either of those things. The chances are they're not gonna download it. So ask yourself, what is my customer struggling with? What do they need help with? Go back to the point number two, with meeting them where they're at [00:15:00] now, and what can you create where you help them with something. Number four, make sure that it's easy to consume. Now, what I mean by that is I talked before about don't make it too complicated to get it, but what I mean by easy to consume is make it simple and attractive. The actual thing you're giving away. For instance, let's say you are doing a video download or something, or you are doing some kind of video for a lead magnet. Don't make them go to one page, then another page. Then click on this thing to watch this video over here. That's, that's not easy to consume if you're doing a PDF Don't have five pages of. This is why I'm so wonderful. Or this is my story, or this is background information to X, Y, Z. No, just tell them the thing. So I literally use, in the templates that I give away in Grow Launch Sale, I literally give them the template for the first page is the, this is your introduction. [00:16:00] Hi, thank you for downloading my lead magnet or whatever. You'd never use the word lead magnet, obviously, although I might. Because my audience understand what it is, but you know, this is a brief intro and then you go straight into the content because otherwise they're gonna be like, yeah, great, I didn't want this. I downloaded it to find out the thing. So do number four is make it easy to consume and then do, number five is set the stage for your product or service. For instance, I could do a lead magnet all about a physical product, right? I could do a lead magnet that is how to do lead magnets for physical products. 'cause there are ways to do lead magnets for physical products. However, I sell nothing to do with physical products. I have no services that help people with physical products. Therefore, that lead magnet would be pointless because it doesn't lead to anything. It doesn't go to something else...…

Your Dream Business

1
Mastering Authentic Personal Branding Through Powerful Photos with Vicki Knights 46:06

12 weeks ago46:06

46:06

In this episode of Your Dream Business Podcast, I dived deep with Vicki Knights, a pro photographer and positive psychology expert, about the challenges business owners face with photography and personal branding. We talk about why so many people feel uncomfortable in front of the camera and how to overcome that to look authentic and confident in photos. Vicki shares some great tips on preparing for a photoshoot, feeling at ease on camera, and using photos to boost your personal brand. We also touch on why investing in professional photography matters, how your appearance impacts how your business is seen, and Vicki's unique career blending photography with visibility coaching. This one's perfect for coaches, course creators, and anyone looking to level up their personal brand. KEY TAKEAWAYS COVERED IN THE PODCAST Overcome Camera Shyness : Learn how to feel more confident and authentic in photos, so you can showcase your true self for your brand. Invest in Professional Photography: Professional photos are worth the investment because they can significantly impact how your business is perceived and help build a stronger personal brand. Leverage Photography for Visibility: Use photos strategically to enhance your personal branding and connect with your audience on a deeper level. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Vicki on LinkedIn , Website , Instagram Connect with Teresa on Website , The Club , Sign up to Teresa's email list , Instagram , LinkedIn , Facebook or Twitter Transcript Whether we like it or not, as business owners, we have a personal brand and part of that personal brand is showing up and showing our face. And one of the ways in which we do that is through having our photographs taken and posting images of ourselves, whether it's on our website, whether it's on social media. But why is it that so many of us hate having our photo taken and how can we get over that to make sure that we're showing up authentically and with the confidence that we have in our business, but in our photos today, we are talking all about that with the amazing photographer and positive psychology practitioner, Vicki Knights. Welcome to the Your Dream Business Podcast. I'm your host, Teresa Heath Wareing. An international bestselling author, award winning speaker, TEDx speaker, certified coach, and the host of this number one ranked podcast. I am so excited to guide you on the journey of creating a [00:01:00] business and life that you not only love, but one that perfectly aligns with you and the season of life that you're in. In each episode, I'll share with you easy, actionable, and insightful strategies to grow your online business. Plus, we'll be diving into some mindset tools and strategies that keep you focused, motivated, And are going to stop you from getting in your own way. So if you're a course creator, membership owner, or coach, you're in the right place. Let's get started. Hello and welcome back to another episode of the Your Dream Business Podcast. I am your host, Teresa Heath Wareing . As always, I hope you are doing well. I have to say I am recording this and the sun is shining and the sky is blue and it just makes me feel, so flippin happy and the sooner I can get out into my garden again, if you don't follow me on Instagram then and you're interested in a bit of vegetable growing and baking, you might want to follow me over there because that's what I do when I'm not helping people with [00:02:00] launches and the fact that the sun is shining and spring is coming, it makes me feel so, so happy. Today, we are talking about something that I think lots of people might hate, and I have learned to love. Today, we are talking about photography and having our photos taken, and being confident on camera, showing up authentically, and how to Be willing to show our faces because at the end of the day, if you're listening to this, I am fairly confident that whether you think you are or not, you're a personal brand, everyone is a personal brand to some degree. I've been watching a lot of Daniel Preece's content, and he talks about the fact of. how personal brands are way more powerful than companies. If you look at someone like Virgin, he gives this as an example, how Richard Branson has way more followers than any of his Virgin companies. And he gives a ton of different examples. And it was so prevalent in today's conversation, the fact of we do need to show our face and we need to understand that we [00:03:00] are a personal brand. And today I'm talking with the very lovely Vicki Knights. Vicki is a visible strategist with a positive psychology practitioner and is one of the UK's leading branding photographers. Vicki uses photography and positive psychology to help business owners to be seen and show up with joyful confidence. She has photographed over a thousand female business owners across the globe over the last 15 years, and her work has been featured internationally in publications like Vanity Fair, Forbes, The Sunday Times, and Cosmopolitan. Vicki's photography is amazing. Now, I have never had a photo shoot with Vicki. I would like to have a photo shoot with Vicki, and the reason I haven't is because she lives quite far away from where I am, and I just haven't found the time to free up a few days in my diary to be able to go somewhere, for a photo shoot. The photo shoots that I have are either in my house or sometimes when I go to the States and stay with my lovely friend Mary, who has a beautiful house, [00:04:00] I have photos done with her. She doesn't do them. We have a photographer and someone come in. So I just haven't got round to having some photos done with Vicki, but I want to because she is excellent. So that's your first job today to go and follow Vicki on Instagram if you don't already, because her photo shoots are just awesome. But we talk about having photo shoots and having photos taken and I say pretty early on that actually, I don't mind it. I quite like it now. I never used to, that was never something that I loved, but I got used to it. But one of the things that always worried me was how do we show up authentically? Well, also trying to have a really good photo shoot and I tell a story about how I am with my photographer and how I can turn it on really quickly in terms of getting some good photos and how authentic does that actually feel and how authentic is having your hair done and your makeup done and showing up and being positioned potentially. So we talk about all of that and how Vicki ensures that her customers and people who work with her are [00:05:00] comfortable and do shop as their authentic selves. She also talks about how to feel confident on camera because it's not something, and I think as women as well, it's not something that we're used to doing. Like. Other than the business friends that I have, my friends and family who are nothing to do with business, none of them have had a photo shoot. And it feels like a very weird and bizarre thing to do when you think about it, when you're not in business. And we talk about this as well. And we talk about showing up and feeling confident and all of that good stuff. So I think if you are a woman in business in particular, you are going to find this conversation really, really helpful. And if you. need a photo shoot, want to photo shoot, and you're about to have one, then this is definitely going to help you show up with confidence and have your best photos yet. Okay. Without further ado, here is the very lovely Vicki. Vicki, welcome to the podcast. Vicki: Thank you. I'm looking forward to an opportunity to talk to you again. Teresa: Me too. I came on your podcast, didn't I? This is quite some time [00:06:00] ago. Vicki: Last year. You were one of my first guests, actually. So it must have been last April or May. So yeah, nearly a year. Teresa: And it was one of the first and very few episodes that I've done where I talked about the journey I'd been through and everything that happened. And not that I don't intend to talk about that, but just unless someone says, can we talk about it? I don't intend to bring it up, but it was really, it was a lovely episode. And I actually re listened to it. Is that sad? Do you ever do that? Vicki: Yeah. Especially if I've been a guest on someone else's, you want to make sure that you haven't made a complete idiot of yourself. I always think. Teresa: Well, yeah. Sometimes I wish I didn't re listen to some, but no, I did re listen to that one because it got such good feedback and, and your audience said really nice stuff as well. So it was like, okay, let me, let me have a listen to what I actually said. Cause also I think sometimes during a podcast, you forget. what you've actually said and where this conversation went. Vicki: So, how was it listening back? Okay. Teresa: It was good. Yeah, it was, yeah, it was good. I'm very, I am very vulnerable, [00:07:00] which is one of the things that we're going to talk about in terms of like showing up authentic and vulnerable and all that sort of stuff. And I think that's okay. I like that. I like that. I am very authentic and vulnerable and happy to share and all that. So yeah, I was happy with how it came out. I thought you were great. Vicki: You were fantastic. And I had such great feedback about that. It was such a, I knew when I started the podcast, I wanted you to be one of my very first guests. So I'm very pleased you said yes, but I thought you were fantastic. Teresa: Thank you. I appreciate that. So you, Vicki, are a photographer and a mighty fine one at that. You, On my list of people I would like to go and have a photo shoot with because your stuff is brilliant and very much like how, how I like seeing photos and how I like them styled. But I suspect that I am probably very different from most people that you will photograph [00:08:00] because I have learned to love. having my photos taken. That's so good to hear. This is not something that you deal with on the regular, I would imagine. Vicki: Occasionally it happens. And actually, because I've been doing this for so long, I have a lot of clients come back to me. And so they know that they like it now. It's always the ones that I am photographing for the first time that just Have this preconceived opinion. They're going to eat it. And then it doesn't feel like them. And then afterwards they're like, Oh, we actually really enjoyed that. It's quite addictive. I want to book another one in. So yeah, I do get it from my regular clients, but yes, you're right. First time round, people are so nervous about it. And I would say well over 90 percent of the people I photograph first time around just say, I hate the camera. Camera hates me. I don't look like the women on your website. I'm not photogenic. I hear all of that all the time. Teresa: And how do you deal with that? Vicki: So how do I deal with it? Well, first of all, it's quite common that we would feel that way. If you think about all the conditioning we have through our lives, [00:09:00] right. Of like, not showing off and not getting too big for our boots. Suddenly actually booking a professional photo shoot feels a bit like, a lot of people just say, this doesn't feel like me at all. Like booking this is, is a really brave thing for me to do. So I think that's the first thing to just think. Actually, that's perfectly normal that we would feel like that. And I think also the other thing is, and I don't know about you, but this has happened to me quite a few times, is we see an unflattering snap of ourselves, probably on a night out that a friend might've shot, you know, when you think, Oh, I look really good in that dress. Suddenly see them and you're like, Oh my. Teresa: That's me on stages. That's me when I speak on a stage because none of them are flattering. Normally I look like I'm gurning and I talk with my hands. So my hands are doing weird things. And exactly what you said, I'll see an outfit and go, Oh, that's not what I thought that looked like. Vicki: Yeah, exactly. And I can say it's really difficult to take a great photo of someone on stage because you're generally shooting from underneath as well. Which is why I don't, I don't photograph [00:10:00] events. I did a few and then I don't do them anymore because I want people to see their photos and feel amazing, rather than me having to shoot in conditions that I don't wanna be shooting in that I know they're not gonna love because I'm shooting in bad light from underneath their like you say, like, yeah, it's just difficult to get a good shot. So yeah, that's what, and I know when I look at a photo of me, it happened recently, and I was like, oh no, that is just awful. And I was sh even though I know I can look at that and know why. It's an unflattering photo because the lighting's wrong. I know where they were shooting from and everything else. But I saw it's like showing my husband and like one of my mates going, does this, is this actually what I look like? And they were like, no, that looks like you with an ugly filter on. So I knew it wasn't that, but you'd still have a moment of going, Oh no, is this actually how people see me? So quite often when people come to me and they say, I'm really unphotogenic. It's because they've seen those snaps of them that are really unflattering. So once they actually get in front of my camera and see themselves [00:11:00] through my eyes, through, you know, my years of experience, then they go, Oh my God, I've not, I literally had someone last week say to me, I have not had a photo of myself this good since the nineties. She said, I'm not kidding. I managed to get, you know, a PR shoot one day. I managed to get in front of the photographer's lens in the nineties. I haven't liked any photos since then. And that's just such an amazing feeling. And I think the way around it as well is. Well, one thing is what actually, one thing I did want to talk about is the fact that we, what we see when we see, when someone takes a photograph of us is not what we see in the mirror. So we are seeing a flipped version of ourself. So often what happens is people are so used to seeing themselves in the mirror. Also selfies, flip it, you're seeing a mirror version of yourself. So then when you actually see a photo, maybe that your friend's taken, you're like. Oh my God, my face looks really weird. If you've ever seen a video of yourself, obviously that's then flipped. The right way. Even on Zoom, we're mirrored. We've got our mirror image so I can touch my hair and know which way it's going. So it's, yeah, when we sit the right [00:12:00] way, which is how people, how the world sees us, we're like, I don't look right. And yet, to everyone else, they're like, now they're seeing a flipped version of us. So it's almost like, I always say to people, try and do a bit of exposure therapy. So take photos of yourself and flip it and then look at it. Take a video of yourself and flip it and look at the flip video of you, which is the correct video of you. Just so you can get used to it and you can see it because we like what we see the most. It's that whole mirror exposure effect. So what we see the most, we like more. So just, it's like listening to your voice. I bet the first time you listen to your voice, same as me, you go, Oh no. And then the more you hear it, like I listen to my podcast all the time. I'm now used to it. You just, I don't love it, but you get used to it, don't you? Teresa: Totally. And I think there is this element of that, like you said, exposure therapy of the more you do it, the more. you have no choice but to just get on with it and like it and, and actually. not hate it and not hate the result either. I listen to, I don't actually listen to my own [00:13:00] podcast at all really, but on occasions like this morning when I was recording a solo episode, I kind of edit a little bit as I go, so I might mess up and I'll swear on it. And to save Phil, my lovely editor's ears, I will go back, re listen, delete that bit and carry on. And although he might, it might be very entertaining for him if I left it in, but Therefore, I don't mind hearing my own voice and I listen, and my stepchildren laugh at me because they'll be like, just listen to yourself again, T, as if, you know, all they ever see on my screen is me looking at myself, listening to myself, like as if I've got this massive ego and it's like, you kind of just have to get used to it. Vicki: Well, sometimes it's exactly the same thing to me, because sometimes, you know, you're engaging with people on your own reel kind of thing, so I'm on Instagram. comment, you know, replying to comments and stuff. It's like looking at your own stuff on Instagram again, mama. Yes. Teresa: Yeah. What of it? Vicki: I'm a complete narcissist. Teresa: So let's just touch on that in the fact of like, [00:14:00] it is a weird concept and You've been doing this for, did I read, 15 years you've been in photography? Vicki: Yeah, over 16 years, long time. Teresa: So when you started, brand photography was probably not a thing. Vicki: No, it wasn't at all. So I started as a family photographer and used to do headshot photography, we called it back then, on the side. Yeah, it's a couple of years into my business. I start, I was in...…

Your Dream Business

1
Mastering Email Onboarding: Turn Subscribers into Customers 28:00

13 weeks ago28:00

28:00

In this episode of the Your Dream Business Podcast, I talk about why having an onboarding sequence is key to turning new subscribers into paying customers. I walk you through a simple 4-email sequence: delivering the lead magnet, introducing yourself, offering more value, and finally, introducing your product or service. I also share my personal swipe files and examples, focusing on keeping things simple and building a personal connection. Plus, I cover the tech side of automating these emails and managing subscriber tags. This episode is great for business owners and marketers who want to improve their email onboarding process and grow their customer base. KEY TAKEAWAYS COVERED IN THE PODCAST A Simple 4-Step Email Sequence : To convert new subscribers into customers, focus on a clear, easy-to-follow email sequence—delivering the lead magnet, introducing yourself, providing extra value, and then introducing your product or service. Personal Connection is Key : Keep your emails personal and relatable to build trust and make your subscribers feel more connected to you and your brand. Automate for Efficiency : Set up automated emails and manage subscriber tags to streamline your onboarding process, saving time while nurturing relationships with new subscribers. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Teresa on Website , (Grow, Launch, Sell) , Sign up to Teresa's email list , Instagram , LinkedIn , Facebook or Twitter Transcript Ever wondered how to turn someone who just downloaded your lead magnet into a customer? Well, in today's episode of the podcast, I am sharing why having an onboarding sequence is so important and also the essential four emails that you need to warm up your new subscriber, help them further, and then introduce your offer. I even give you examples of what to write in these emails. If you are struggling with your onboarding, this is the episode for you. Hello and welcome back to another episode of the Your Dream. business podcast. How are you doing today? Okay. We are 394 episodes in. We are just seven episodes away from 400 episodes of this podcast, which is. wild. And if you have listened for a while or even to many more than just one or two episodes, I want to give you a humongous thank you. I love doing the podcast. I find it so awesome when someone says, I listened to your episode or I listened to your podcast and I look at my stats and see all these numbers of people [ 00:02:00 "> 00:02:00 ] who download it and listen to it. And it just seems crazy to me that there are all these people out there listening to my voice. So I appreciate you so very much. And I want to ask a favor. Now I should be planning something for my 400th episode. And if you've got any ideas, please come and DM me. I would love to hear them. However, what I would really love. is to get some more reviews on the podcast. So if you have never reviewed my podcast, I would appreciate it so hugely if you could go to wherever you're listening to this, Apple or Spotify or whatever you might be, and go and give me a five star review and tell me what you liked about it. Was there a particular episode that you enjoyed? Do you like my very relaxed, slightly unprofessional style? What is it that you're getting from it? Why should someone else go and listen to this podcast? Like I said, I would massively appreciate it if you would do that for me. And I know not only it helps me as a podcaster, but also [ 00:03:00 "> 00:03:00 ] hopefully helps other people because the reason I do the podcast is it's a free resource. It takes a lot of work. It costs money. It's probably the, the most consistent and hardest thing I have to do in my business. And it involves the team and it's like a whole big effort and therefore the more people that listen, the bigger impact we have. So I really, really appreciate you doing that. Okay. So today we're going to talk quite specifically, you know, Sometimes after 400 episodes, I think, what on earth can I talk about? But the truth is, there is still so much I can share. And not only that, but after 400 episodes or nearly 400 episodes, I, my thoughts and things have changed and the industry has changed and what's working now has changed. So actually for me. probably stuff I talked about many, many, many years ago might have changed or might not be the same advice as I would give today. I know my, I know I have definitely changed [ 00:04:00 "> 00:04:00 ] beyond recognition and like I said, some of the things I said back in the day, I maybe wouldn't stand by now, which is why I guess it's good that the podcast keeps going. So one of the things I want to talk about today is quite specific, but it's on I'm The whole bringing your audience on, because as we know, there are three main areas to having an online business. It's growing your audience, launching your online thing and selling it. Okay. That is the thing that's going to bring you in the money, those three activities. And that's why my course grow, launch, sell focuses around those three things. I say course, it is more of a program. You, you get to work with me for six months and it's a very small numbers. I keep it tight because I'm one of those people who likes to know who I'm talking to and literally has conversations with every single person in the program. So The program is focused around those three areas. And as part of that area, the very first one is the grow. And if I could say one thing for you to do in your business, it's [ 00:05:00 "> 00:05:00 ] growing your audience, that would make the biggest difference. You can sell something not massively effectively, but if you have an audience, you could still sell some. You. You could sell the best way you could possibly sell, but if you don't have an audience, you're not going to sell anything. So that grow part is so, so crucial. And within that, there's lots of different things as we know, cause I've talked about it for a while, but one of the key things is getting people on your email list, because we're not just talking about growing an Instagram following or a LinkedIn following, we want to get them onto our email list. Because as we know, if we've been in this game for a while, the algorithm changes, people's viewing habits change, they change the platform, you now have to do reels or whatever it is. So getting them on your email list means that that data belongs to you. You are not marketing on borrowed ground, which is what we're doing when we're marketing on social media. They don't get me wrong. I'm not bashing social media. It's brilliant. I have lots of social media people in my world who work with me to grow their businesses. [ 00:06:00 "> 00:06:00 ] And it's a great tool and believe me, like back in the day when I started marketing 20 plus years ago, I know terrifying, social media didn't exist. It wasn't even a thing. People didn't even need websites. So it is an amazing tool that basically has leveled the playing field more than anything else. In fact, I don't think I ever talk about it on the podcast, but did you know, I did a TEDx and my TEDx was about how social media has changed the marketing landscape. Now, this was a while back because I did that, oh gosh, I can't even think how many years ago now, probably six, seven, maybe more, but I'm going to link to it in the show notes. So if you want to go and have a look at that TEDx, it's on the TED stuff, it's on YouTube under the TEDx thing. So yeah, search my name and TEDx and you'll find it, but we will put a link to it in the show notes. So yeah, social media really did change the marketing, you know, platform in terms of like the playing field, sorry. In terms of like what is available to small businesses compared to the marketing I did when I first started, which was if you had a [ 00:07:00 "> 00:07:00 ] big ass marketing budget, you could do marketing. So I'm not dismissing social media. It's brilliant, but we want people to come and join our email list. And when people join our email list, we have the job of loving them and bringing them into our world. And one of the areas I want to focus on today or the area I want to focus on today is that onboarding process. Is that what do we do when someone initially opts in to our emails to onboard them, to get them engaged and also warm them up to them potentially buying something from us? Okay. So I am going to take you through the onboarding emails and the process that I use and I teach when you're doing a lead magnet. Obviously, hopefully, you know, by now what lead magnet is, but just as a quick heads up, if you're new, a lead magnet is something that you're offering to people for free in order for them to give you their email [ 00:08:00 "> 00:08:00 ] address. So for instance, I have a ton of them as you would imagine, but if you are looking at launching and you were to go to. tereseaethewaring. com forward slash launch, or you were looking at list building and you were to go to tereseaethewaring. com forward slash list building, you would find lead magnets that basically will help you with those two things. And in return, I'm asking for your email address. But then once you sign up, how do I communicate to you and have a conversation with you that basically introduces who I am, what I do, kind of starts building that relationship and then potentially brings you to a product? It doesn't always have to, by the way, but some cases it will. So when I'm talking about an onboarding sequence, that's what I'm talking about in very simple terms. It is a set of emails that you send that are automated, i. e. you set it up and then you don't need to worry about it. It just gets sent every time someone opts in over a [ 00:09:00 "> 00:09:00 ] set period of time, which introduces them. And then once they've gone through that onboarding, they will then be put into the main emails. And These are what I call broadcast emails, not just I call them, lots of people call them broadcast emails. And those broadcast emails are the ones that you send regularly. So for me, I send an email every Monday, every Thursday. If I'm in a launch mode, if I'm promoting something, then I will email a lot more than that. I used to be very fearful of that. I didn't like it. I didn't want to bother people. And now I've got over that. We can talk about that on another episode. Actually, can I interrupt this just as a side to say, if you have any ideas of what you want me to talk about on the podcast, episodes that you would find super helpful, then please come and DM me. Come and DM me over on Instagram. That is my favorite. That is where I am the most. Just search Teresa Heath Warren. You'll find me over there. And come and let me know if there's a topic, a subject, there's something you don't [ 00:10:00 "> 00:10:00 ] understand, you want me to talk through. I will happily do that. Just let me know. Okay. So going back to the onboarding sequence. So the onboarding sequence is literally just a set of emails that are going out. I want to talk you through a very simple onboarding sequence that will get you started and will help you onboard these people so that they know who you are and what you do and potentially lead to a sale if you want it to, but you don't have to, I'm going to talk you through what to put in each email and then hopefully you can use this to set up a very simple onboarding because normally what happens or what can happen is that people just say, here's the thing that you asked for and then that's the only email they send. So I'm going to talk you through the emails in particular, and then I'll just touch on briefly, kind of a bit of the automation. Obviously, this will depend on what system you're using, but let's talk about those emails first. The first thing I should say is there is a lot of differing opinion out there. So take what I'm [ 00:11:00 "> 00:11:00 ] saying. And if it works and helps use it, there are lots of people who will do like, there are some people who do onboarding sequences of like 90 days or 50 emails. That is not what I'm teaching here. I am teaching you a really nice, simple onboarding thing that you can use today that will introduce you what you do and hopefully start to warm them up to become a potential client. Okay, very first email that gets sent immediately. So when you are actually setting this up in whatever email system you're using, you want to select immediate as the timeframe, not a day, not one day, not whatever. So the first email that goes out immediately is the actual email that delivers the lead magnet. And the only objective of this email is to deliver the lead magnet. That's it. Nothing else. One of my main aims with emails is to give you one thing to do, because when you [ 00:12:00 "> 00:12:00 ] give people choice, it gets confusing and then you don't get them to do anything. So when someone comes to me and says, which of these three things should I do, or I want to include all these three things, I say to them, if you wanted and wanted that person to take one action, which of those actions would it be, that's the thing to include. So the aim of email one that goes immediately is just to deliver the thing. What I'm going to do is I'm going to briefly talk you through a little bit of the copy that I use as well, just to give you an idea of what you can include on this. Also, again, as a side, I offer all of these templates and all of these swipe files and so many swipe files in the Grow Launch Sell program. There is a wait list for the Grow Launch Sell program. It's not currently open. If you go to teresaheathwearing. com forward slash GLS, then you can get on the wait list there. Okay. So email one, like I said, the aim of this email is just to deliver the lead [ 00:13:00 "> 00:13:00 ] magnet. Don't include anything else. So I would use a title like here is your whatever it is they've opted in for. So for instance, if you were offering a lead magnet of a recipe guide, you would put here is your recipe guide. Then it would basically say something simple like welcome and thank you for requesting my whatever it was. I really hope you find it useful. Click here to download. I look forward to seeing what you think. And then basically I tell them that I will be in touch in a few days time. So one of the other things that people get worried about is bombarding people, bothering people. I think as long as you manage people's expectations. That's fine. If you tell them I'm going to be in touch in a few days time, be in touch in a few days time, that becomes irritating when you a don't do the thing or if you don't tell them and then you start emailing them every other minute. Email number one, just deliver the thing. The only link in there should be to download the thing that they've asked for. Don't try and say come and see me on [ 00:14:00 "> 00:14:00 ] insta. Don't try and do anything else. Just give them the thing because that is what they've asked for. That one thing. So super simple, email one is just delivering the thing. Email two, which I tend to do on day two. So if you imagine day zero is when you've delivered and day two is the next email. So it's two days later. So I'm going to keep saying the number of days as in when we start count at zero. On day two, the aim of this email is to show the reader that you understand them and also to introduce you and help them know what makes you different from someone else. For me, I use this email to really kind of say to people, look, this is who I am. This is what, you know, why you want to listen to me and that sort of thing. So, like I said, understand the situation and also to introduce you. This is the kind of swipe that I include for the grow, launch, sell. So in this email that goes on day two, I use the title. Let's get to know each other a bit better. [ 00:15:00 "> 00:15:00 ] And then I say, sometimes emails feel so impersonal. Don't you think first name, but as you'll start to discover, I like to see them as a two way communication. Can't even say the word with my amazing community. And I actively encourage you to email me back when you feel like it, but I understand that it might seem a bit odd as we don't know much about each other yet. I'll start. So this is the bit where you include who you are, some fun facts, something interesting, and your USP, and then I encourage them to reply and tell me about them. Now personally, and again, this is me and my business, I reply to all of those emails, so they all come into my inbox. The team don't touch them. They know that those are ones I replied to. It might take me a couple of days, but I will get back to anyone that personally emails me into my inbox off one of my emails, because when I wrote this swipe copy, I genuinely believe that email is a two way conversation and it is part of a community. So like I said, email too, is to show them that you understand, [ 00:16:00 ">…

Your Dream Business

1
The Truth About Marketing: Long-Term Success vs. Quick Fixes with Caroline Cox 46:13

14 weeks ago46:13

46:13

In this episode of Your Dream Business Podcast , I chatted with Caroline Cox from Caroline Cox Marketing, a boutique agency in Nottingham, England. With over 20 years of combined marketing experience, we got real about what marketing is (and isn’t), busting the myth that it’s a quick fix for business success. Caroline shares her journey—from working in marketing to launching her own business while raising a young family—and how her story mirrors mine in many ways. We talked about why long-term strategies matter more than quick wins, the challenges of personal branding, and the ups and downs of running a business while balancing family life. Packed with honest insights and useful takeaways, this episode is perfect for business owners, marketers, and anyone trying to juggle entrepreneurship and family. KEY TAKEAWAYS COVERED IN THE PODCAST Marketing is a long game – There’s no overnight success. Sustainable business growth comes from consistent, long-term strategies, not quick-fix tactics. Personal branding is powerful but challenging – Standing out in the marketing industry requires authenticity, visibility, and confidence, which can feel overwhelming but is crucial for success . Balancing business and family is tough—but doable – Caroline shares how she manages entrepreneurship while raising a young family, proving that with the right mindset and strategy, you don’t have to choose between the two. If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Caroline Cox on Facebook , Instagram , Website or LinkedIn Connect with Teresa on Website , The Club , Sign up to Teresa's email list , Instagram , LinkedIn , Facebook Transcript Teresa: Marketing is often seen as the magic bullet that is going to be the answer to all of your prayers, but can we really do something in marketing and then suddenly the sales flow in or does it take a bit more strategy and a bit more time than that? In today's episode, I'm speaking with a marketer of 20 something years who shares with us what marketing should really look like in your business. Hello and welcome back to another episode of the Your Dream Business Podcast. On today's episode, I interview someone who's been in my world for a while. It's funny, I always talk about people being in my world and when I set up the community aspect for my one to one people, my accelerator people, and for people who are buying Grow, Launch, Sell, the community is called Tease World because the team decided that That was a cool name, given that I constantly talk about people being in my world, but today's guest really has been in my world for quite some time. Today, I'm interviewing the very lovely Caroline Cox. Caroline is the owner of Caroline Cox Marketing, a boutique marketing agency that is based. near, I don't know, it's in Nottingham, but basically in the middle of England. [00:02:00] And Caroline has been working with me for years and years and years as a member of my membership. And it has been so amazing to see how her business has changed, how she's changed, and also to have a fellow marketeer to talk to because. Her story is really similar to mine in the sense of she was working in marketing and dad 15 years in it, had done her degree in it, and then basically decided to start her own business when her children were little. So again, really similar to the story that I had. And in today's episode, we have a really great conversation about marketing in general and what we should be doing. When we think about marketing our businesses and showing up to market our businesses, we also have a really interesting and open discussion about what marketing isn't. And sometimes in this very fast paced world that we live in, we actually end up thinking that marketing is the answer to everything and it isn't [00:03:00] always. So we have a really cool discussion around that. And then we finally finish off with talking about how she manages her business with a small young family. So she has three children, two of which are twins, which honestly it's like a bonus child. If you think I'm having another one and you end up with a. third one. But yeah, so we have a chat about that as well. It's a really lovely conversation. And Caroline is honestly one of the nicest people in the world. So I think you're going to get lots from today's episode. So without further ado, here's the lovely Caroline. Caroline, I am so excited to welcome you to the podcast. Caroline: So excited to be on your podcast, Teresa. Teresa: so you have been in my world a long time. which is ace. And there's something Caroline knows is that every time I speak to her, it's like going home. It's really odd. And there's like a tiny bit of family connection. So Caroline's from near Nottingham in the UK, and I have some family. And one of my cousins, who is probably my favorite cousin lives in Nottingham and has a Nottingham accent. Not that I'm massively close to cousins, but [00:04:00] so whenever I have Caroline, in my world, it's like, ah, it's like coming home. Caroline: Well, whenever Teresa mentions it, it makes me want to sit up a little bit more and I think, oh, am I being a little bit No, Teresa: not at all. Not at all. So if you're American listening to this, then obviously, weirdly, how distance wise, how far are we from each other? About an hour and a half, maybe two hours? Yeah, I keep meaning to just double check that, but I think it is that. And yet we sound so very different, like the accent is wildly different, which I love anyway. Anyway, so apart from I love having Caroline in my world, and she's been a long time, and her accent makes me somehow feel like home. Um, Caroline is joining me today because Caroline works in marketing and like all of us runs a business with a family and all that good stuff. And two reasons actually why I've had Caroline on is one, I want to talk about that and the whole running a business and being a mom and all of that. And I think we'd have a really good, [00:05:00] honest conversation about that. The other reason I wanted Caroline on is from a selfish coach point of view, because I've been working with Caroline on getting her visibility up, which is something that if you guys listen to the podcast, you'll know I talk about a lot. And I said to her. With people in my world, I will say to them, why haven't you asked me? So I would love to start on that bit in particular, because when you work in marketing, people will assume you are very comfortable being very visible and putting yourself out there and, and marketing yourself. Talk to me about that visibility challenge and putting yourself out there and what was going through your head as we were doing all that. Caroline: I think the hardest find is that I have with personal branding, that's a big buzzword at the moment, is personal branding, is, is that you put, you are literally putting yourself out there. I can put myself behind brands, behind companies, and I [00:06:00] am the biggest cheerleader and I will pinpoint things that they don't see and I'll be like, that is your selling point. But to do it for myself, I find it really difficult. I find it really difficult. And I launched this business when the babies were like six months old and like I'm coming into year six now. And I'm still not sure where I am. It's that transition between mom, business woman, and so much has happened. But this year. I've given myself, well, you've given me the challenge of visibility and I need to get that personal brand out and just stop caring about what people think or stop caring about perfection. Just make it happen. Teresa: Yeah. And one of the things that you said that was really interesting is prior to starting your business, which you started when you had your children, you were totally out there doing all the stuff, showing your face. Why do you think? What's changed? Why is this now so much harder? Caroline: I know, before, before, the job that I did before, I was [00:07:00] literally like the networking queen. And I would connect businesses together and I'd, I'd give them platforms, you know, we'd run a business awards and things. And then I think it was always a dream of mine to launch a marketing company. Um, and then I had my sort of now or never, and I just got my head down and just launched the business, but then I just didn't know how to project. myself. And then I think during those six years, I've gone through so many different growth stages. And I was listening to a podcast yesterday, Rachel Heisler, I love. And she said, you're allowed to change. And I think that's what's happened to me is. I'm allowing myself now to change and I'm not thinking about, you know, the clients that I've had from, from day one, some people I've outgrown and they don't want you to change. When I've looked back, they don't want you to change. And that sort of knocks you sort of confidence in a way. So it's, [00:08:00] it's a bit of confusion there. Whereas now. I've sort of found myself in a new era where I'm feeling more confident and, you know, I've got proven track record and the clients that I've got on board now, you know, they, they wouldn't care if, if I'm doing certain like presentations or being out there, et cetera, cause they knew, know who I am. So I feel like I'm sort of in this. different sort of growth stage where I'm more comfortable to put myself out there. Maybe it's cause I have got the credibility and the proven track record now. You know, when you just start a night, it's sort of finding your feet and, and finding your sort of target market. And I feel like I've found that niche now. Teresa: But you, what was your, You were doing marketing before you started your business, weren't you? Caroline: Yeah. Yeah. I, I, an old uni friend said to me not so long ago, she, she lives in Dubai now. And then when we met up, you know, catching up on everything. And she was like, you've literally just done marketing. Like you did it at uni. And like all of my friends, like they were off in like different careers and stuff. She's like, You've [00:09:00] just stuck to it. And I was like, I don't know. I know it sounds pretty boring when you say it like that, but it's, it's just such a passion man. Like when I started out, it was all very much what's classed as traditional marketing, you know, media and everything like that. I've been through the transitions and I'm still constantly, I mean, it's, it's never moved as fastly as within the last five years. God, you've got to hold on tight. You've got to know your stuff more so than what it was in the 15 years prior to that. Um, and it's just, it's just something I like to light people up. I love it when we get results. And you know, when you're dealing with small businesses and they can really feel the results of what you're doing, that really does light me up and that sort of keeps me going. And that, that's sort of where I've always been with, with the roles that I've done, just wanting to sort of shed the light on. on people's qualities and just help them grow. Teresa: To me it's so fascinating that, and you and I are really similar in the sense of like, we both did [00:10:00] degrees in marketing, we both were doing marketing. How long were you in marketing before you started your own business? Caroline: Um, about 15 years. Teresa: Okay. So I was 10 and then started mine and I'm 11 years this year and also you're six. So, but really similar. And yet, and I can totally feel this with myself and what I've done. You said that you obviously were in marketing for 15 years and you're only now getting comfortable showing your face because you feel like now you have the credibility. Like. Isn't that wild that 15 years in marketing, you were confident, you were happy, you showed up, you did all the things, you then started your own business and you needed to wait for some credibility to actually go, look, I know what I'm talking about. Caroline: I know. I know. It's crazy. And you know what? I get a lot of comments. And at first, when I launched the business, I got a lot of people saying. Wow, you're brave. And I took that the wrong way to begin [00:11:00] with. And I was like, I took it as a bit of an insult. And then I'm sort of reflecting, you know, you get to that age where you are sort of like the grown up in certain situations. Teresa: I hate it. Caroline: I know. It sounds like some younger lady sort of asking me for advice and things. And I'm like, Is it because of my age or is it because of my experience? And then it's sort of, look at you as today. And then I think it's quite important to sort of paint the picture of how you have got there and what sort of mindset tools and, you know, network you've got that's, that's got you there. And I went, I sort of went back to that wording of, Gosh, you're brave. And somebody else said it to me quite recently. And I thought, no, actually I am brave. It is really brave to step away from the corporate world, that sort of security, that sort of team, that network, and just completely step out. [00:12:00] on your own. And again, then I sort of then was like, I was confused. I thought you're brave enough to do this and you're good enough to have kept it running for six years. And during that time, the little ones, the COVID, et cetera, I thought now it's time to sort of put your big gill pants on. I've been told about a few times, big gill pants on and now elaborate a little bit more and make yourself. a bit more visible without thinking what you might put out there, somebody might challenge us wrong. It's not wrong. It's so sort of subjective marketing is, and that's what I needed to get out there with and just find my voice again with it all. Teresa: And one of the things that we talked about a lot was, you know, you're not saying you're the only voice. You're not saying that everyone else is wrong. You're just saying with your 15 years of experience, with your six years of then experience of running your own business. all the knowledge you've accumulated over that time, this is your take and your opinion and your experience of that. [00:13:00] And you have a place to speak about it like anyone else does, and why shouldn't you find that place? Caroline: Yeah, exactly. And Sort of, I still find it difficult to find, you know, doing a competitive analysis as you would with any of your new clients. I find that difficult to do in my business for me. And that's not coming from an arrogance of nobody does it like me. It's not quite sure. I'm not the massive marketing agency that, that sort of up the road, but there is a reason why. Somebody is buying from me. So it's sort of honing in on, on your, your niche, which, which isn't easy, but everybody has a niche. And when you're coming up against having conversations with companies that have worked with marketing agencies, and they've got a style of going in and, and promising the insights and promising the data and promising that, you know, all the metrics, et cetera, and putting a load of budgets together. They can go in and promise that because then [00:14:00] they've got the, they can go in and do the project and get out again. Whereas where, where I come from, if I'm taking on a retainer client, I'm embedding myself in the business and I'm interested in the long term and I won't work with you if you are constantly panicking and pivoting your strategy because you're looking for the quick wins. And it's, it's hard because. you'll have agencies that are ringing them up that will promise those quick wins and they'll try and undercut you and they'll be like, we'll get you here within six months for X price. So you know, you're going to have the head turns, but then they're not my people. And that's what I've sort of become a little bit more comfortable with. And, you know, and the one thing that I've identified is. My accidental niche is family run businesses and they're not small businesses. They are large multimillion pound businesses, but they are interested in the long term because they really do need that sustainability within the business. They want people that they're comfortable with. [00:15:00] Um, and that's sort of where I've found people that if I'm comfortable with them, I'll, I'll fly. Um, that's where I've, I've sort of seen my niche and that's where I'm going to hone in on. Well, there is a lot of that that's. going on that, you know, the competition that, that can make the promises, but there is no quick win and no easy wins. You've got to have your long term strategy and you've got to be brave and you've got to stick to it. And my key is always, you need that consistency because you might be looking at the data. Nobody's looking at social media. Nobody's looking at the website. That's what you're thinking of the data, but holistically, when you do get yourself out...…

Your Dream Business

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