May 19, 2025 • 53 mins
Unlock the secrets to powerful business messaging with copywriting expert Beth Knaus. In this episode, learn practical strategies to set your business apart and connect authentically with your audience.
Where to find Beth Knaus
Website: thatsaspade.com
Instagram: @thats_a_spade
Facebook: @thatsaspade
LinkedIn: @bethknaus
Where to find Misty
Websites:
Instagram: @mistylynchcfp
- Why finding and using your personal voice is essential in today’s AI-driven world
- The importance of consistency and authenticity in your business content
- How defining your “bullseye client” leads to more effective marketing and increased revenue
- The role of storytelling in building trust and relatability with prospective clients
- Tips for website copy, elevator pitches, and making networking work for your solo business
Where to find Beth Knaus
Website: thatsaspade.com
Instagram: @thats_a_spade
Facebook: @thatsaspade
LinkedIn: @bethknaus
Where to find Misty
Websites:
Instagram: @mistylynchcfp
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome to the Demistifying Money podcast, where each week you
will hear unforgettable conversations with expert guests about success, money, business,
and small steps you can take to elevate your life
and wealth. Now here's your host.
Speaker 2 (00:16):
Misty Lynch.
Speaker 3 (00:17):
Hi everyone, thank you so much for joining us for
this week's episode of Demistifying Money. I'm your host, Misty Lynch,
and I have a repeat guest on today, Welcome back
Beth Now. She's a copywriter, messaging consultant, author, speaker and
CEO of That's a Speed copywriting services, and she works
(00:37):
with a lot of female entrepreneurs to help them understand
who their ideal clients are and how to infuse their
unique voice into their messaging so that they could reach
those people, save time, save money, and start to really
connect with our audience. She writes compelling website copy, she
writes blogs, and all of these things, all these foundational
messages that are really important for business owners to help
(01:00):
help them connect with the people that they want to
work with or that they currently work with, that they
want to keep and that they want to communicate with.
S Beeth, thank you so much for coming back to
the show.
Speaker 2 (01:11):
Thank you for having me a second time.
Speaker 4 (01:15):
This episode of Demystifying Money with Misty Lynch is proudly
sponsored by Soundview Financial Advisors. Visit www dot Soundview financial
Advisors dot com to learn more.
Speaker 3 (01:29):
Well, I think it's important and I wanted to have
you back because, you know, I think when I first started,
you know, a lot's changed, you know, since a few
years that we've you know, talked about business and websites
and copy, so many things have started to change as
far as this industry is concerned. Now. I don't think
that it means that, you know, I think that people
(01:51):
are still people are still looking for help across the
board for you know, different people to work with them
and help them. But I do feel like maybe lately
I've started to see some messages start to sound the
same or maybe sound a little robotic from certain people
who might be trying to check the boxes, have a website,
(02:11):
a blot, have these things, but it like they're maybe
losing their voice a little bit. So I thought it
would be a unique, you know, kind of a good
time to talk to you about using your personal voice
when it seems like everything else is becoming faster ai
you know, kind of driven in that realm. I do
think that there's still a really big space for people
(02:32):
who are using their their human voice to communicate. But
I'd love to hear more about you know, you've made
your whole business on helping women find their voice and
their messaging. Why is that so essential and what does
it mean to you to find you know, to find
your own voice.
Speaker 2 (02:50):
Yeah, that's that's a great question. So I think what's
really hard for us who work for ourselves and we
work at home that we don't realize there are bajillion
other people who do what we do, and we make
the job of choosing really difficult for clients when we
are not personal about how we work. And I try
(03:13):
to talk to people about like the umbrella, like, you know,
if you're a coach, there's all these other coaches, right,
and then the next step down is are you a
health and wellness coach? Are you an executive coach? Are
you a life coach? And that's great, but how are
people going to choose you over another life coach? You know,
what is your experience, your perspective, all of these things
(03:34):
you've learned along the way in your life journey that
make how you work different. The way from the way
anybody else works, and I don't. I think it's really
hard for people to grasp that, and they're like, oh,
but the other coaches are saying this, and so I
have to say that, and that's really the worst thing
to do.
Speaker 3 (03:54):
Yeah, And so I think that that's normal though, to think, Okay, well,
everyone who's successful is toying this, so I should say this.
But what is the danger with that?
Speaker 2 (04:04):
Well, the danger is is that you're just blended into
this mass market. And let's face it, the online community
is diluted, the coaching community is diluted, the work for yourself, consulting,
in coaching, it's all diluted. And so do you want
to be in this big pond of people that someone
has to pick from or do you want to be
(04:24):
over here in this more defined niche for lack of
a better word, because I don't I have a love
hate with that word where maybe there's just five or
six that people are picking from. Because you're standing out,
using thought leadership and speaking in the way that only
you can for people to see you.
Speaker 3 (04:45):
What are some of the ways that you think business
owners can communicate. I know that, I mean, I have
a podcast. There's a lot of people that, you know,
maybe they have a newsletter or a blog, and then
we'll hear different things that this isn't what you should
do this. What do you think is the best way
for people? You know, if they're thinking like, I know,
I need to communicate, I know I need to put
you know, stories out there, and then maybe they you know,
(05:08):
maybe they're afraid of social media. What are some of
the things that you've seen work and is there is
it one size fits all? Or how do you help
people figure out what medium they should use?
Speaker 2 (05:19):
Yeah, so this is such a battle I think for
solo professionals, people who do their own marketing. And the
answer really is you have to do what you're comfortable with.
You can't force yourself to go out and beyond four
social media platforms. You won't do it. You know, if
you like to write, and you can write a blog,
(05:40):
I'm actually a champion of the blog. I feel like
they are underrated. A blog is a LinkedIn article, it's
a newsletter. It can be broken down into other posts.
You can use a prescript for video. If you can
manage to pump out a blog, you've just given yourself
a good amount of content. So if time is your concern,
I think that's great. But I think you have to
(06:02):
really like or dislike the least the platforms that you're using,
and you know, like I like to be on video,
and I see you on video, and you know, we're like, oh,
we have to be outside, we have to be moving.
But I enjoy it. I think is great, and people
are watching video, but you know, if you loathe video,
(06:23):
it's just not your medium. So I think again, you
have to worry about what is your medium? Where do
you show up the most authentically and just do that.
Maybe it's one medium, maybe it's one platform. Maybe it's
one newsletter a month and not one a week, Like
what works for you to put out the most quality
content that people respond to.
Speaker 3 (06:44):
I think that makes a lot of sense because I
do think that I've read like some great articles or
you know, been on some newsletters and then all of
a sudden, I don't even notice that I haven't seen
them for a while until like eight months later I
get a new one. And so I feel like that
consistency that you mentioned is super important, because I liked,
(07:06):
like this one news that I remember reading it and
really enjoying it and then like I forgot about it completely. Now,
maybe certain things happen or people change, but I do
feel like maybe you know, having that thing that you
can do and you know that you're actually going to
do it consistently, whether it's writing or you know, videos
and things like that, because sometimes I feel like that
(07:27):
is a little bit strange as far as you know,
a potential client is concerned when we're used to seeing
you and then and then you don't. So I think
that's really important. And also I love that you mentioned
how a blog can be used in so many different
ways and repurposing that content, because it does seem like,
especially with business owners, that maybe we're doing something completely
(07:49):
different and we know marketing is a piece of it,
but if it's oh, well, like I hear this a lot,
I can't do all these social media posts and all
this and all that so busy, which is true for
a lot of us. But I do think that using
tools to repurpose things can be really really helpful. But
(08:10):
it still has to be your unique content and voice.
I think that always makes such a difference, especially from
that first piece that's going to be broken apart. But
you said that you help people find their voice and
that this can help people increase their revenue. What's the
connection between that clarity and the messaging and making more money?
Speaker 1 (08:30):
Oh?
Speaker 2 (08:30):
I love this. So I feel like when people can
find that foundational language that they use, that they are
comfortable using, that rolls naturally off their tongue, their elevator
pitch just seems like they say it five hundred times
a day, and they can show up with that comfortability
(08:51):
and that confidence. People feel that and so A it
attracts your bullseye client, that one person that you really
would love to work with. And when you have that person,
you have the opportunity to do your best work. They
get your best work, They will give you a stellar review,
(09:12):
they will refer other people like them because they trust you,
and you can charge more money when you're doing that
type of work and getting that type of feedback. I'm
not saying that you're going to go out and rip
people off, but you know, we all like the opportunity
to raise our prices because we're in demand. But you
have to create that demand by doing that level work.
And that starts with how you talk about the work
(09:34):
that you do.
Speaker 3 (09:36):
You mentioned a Bullseye client. Now, for some people, do
you have to help them figure out what that means?
Because a lot of times people are like, my client
is whoever wants to work with me or or repays me.
So how hard is it to market to everyone? So
how do you help people when it comes to that
sort of that sort of messaging because that requires business
(09:59):
owners to do some work and to do some internal
work thirty So how do you help people with that
piece instead of you know, they might think, I'll go
to Beth and she'll just write what I need. But
there's a lot more to that for you to figure
out who you're writing to. So tell me a little
bit more about the Bullseye client.
Speaker 2 (10:15):
Yeah, so I think for a long time we were
saying target client, target client. I kept thinking about, you know,
a dark board, but a dark board doesn't only have
the center, it has these other rings. And yeah, I
think after a while, can we get within those rings?
We can? But that still means we have to fish
through those people, right, they still have to go through
(10:35):
the sieve of who's our client. But when you are
writing content, like you're having a conversation with that one
person in the middle, who would be your dream client.
In every way, that's the person you want to attract,
and I think people get caught up. It's fear right,
we all have it. Well, if I only talk to
that person, I won't get anybody else. And that's not true,
(10:59):
because you still going to say things that resonate to
other people inside the dart board, and they're going to
reach out to you anyway because they're pulled to you
even though they're not in the exact center, and you'll
have the opportunity to work with those people, you know.
I see a lot of people like I mainly work
with women, but I do work with men too, because
(11:19):
sometimes I get pulled in by a designer or a
marketing strategist or somebody like that to work with a client,
and then that person who pulls me in becomes my client,
right And then if I work with them and they
know how I work and they refer me correctly, then
if they refer me to someone who's a man, or
someone who's got a small business or larger than I
normally work with, I know they've already thought about Beth
(11:42):
can work with this person, and so they're not my
bull's eye, but they're on my dartboard. So you know
you're going to get those other clients, and you know what,
if you don't, it's okay, you're gonna If you talk
directly to this one client and you get the reach
that you need, you're going to find those clients.
Speaker 3 (12:00):
I think also sometimes doing the work on like figuring
out who that person is. I think that it's also
kind of a technique to kind of stay to not
do the marketing and to not do the work to say, oh, well,
that'll exclude so many people. Why would I want to
do that? Because it's hard work thinking up that client
avatar or that person. Yes, it takes a lot of effort,
(12:24):
and so I think that that's something where some people
might have maybe tried to work with somebody like like
you a copywriter or somebody who's doing that and or
designing their website, and they're not giving you enough information.
So when they get the results back, they might say, oh,
I worked with somebody like that, but I didn't because
they're expecting you to to read the minds of the
(12:47):
and do it anyway. So how important is that first
prom that first step in the process, Oh, to really
do your job.
Speaker 2 (12:56):
Yeah, it's really important. So I started a couple of
years ago on messaging package that I do with people,
and the first step is I ask them to take
two weeks to go through a voice and Vision discovery form,
which is basically just a really overwhelming questionnaire, but it
makes them take the time, right. I feel like time
is definitely the first issue. They take the time, They
(13:17):
go back, they fill it out, they flesh it out,
and they send me all the information and then I
can go through it and pull stuff out, and then
I always have more questions afterwards. Sometimes I get the
information there. Recently, I had somebody use a little AI
in their questionnaire, which again it's a time thing, right. Yeah.
(13:38):
AI doesn't have the answers about you. They don't have
the introspection about your core and what you're doing here
and how you do it. And then I've had other
people who are analytical and really pragmatic and they will
go into all of this like marketing documentation they've had
done and copy and paste that into the questionnaire and
(13:59):
it's helpful, but it's the factual information. I'm not looking
for the factual stuff as much as I am looking
for that personal sort of like I want to know,
what's your story, what are you doing here? What are
you getting out of it? Who do you want to serve?
And sometimes I have to go back and ask more questions,
and that's you know, that's just part of it.
Speaker 3 (14:21):
Yeah. Well, with if you're using marketing material that's already
been produced for you or AI, all of that is
taking things that are already out there or things that
were done in the past, and so I feel like
expecting a different result is going to be tricky because
there isn't anything really new there. So I do think that, yeah,
taking two weeks might sound like, oh man, but I
(14:41):
need this stuff yesterday. I'm already behind. I need to
get these things out there. I think it's such an
important thing. So if you are, if you are really
you know, kind of in that trying to get out
of that hustle phase where you're helping everybody in your
business and you really want to start working with people
who are you know, maybe closer to that bull's eye
or getting closer to it. I do think that spending
(15:04):
the time to really do that introspective work, filling out
the questionnares that is so important because I think that
is that's what's really really hard to replicate. But it's
also when you can tell if something doesn't sound like
the person or not when you meet them. So I've
(15:24):
seen wonderful copywriters, wonderful marketing people take over other advisors
social media and work, and I've seen that and I'm
just like, that doesn't sound like him. That sounds like
this team or this firm, Like this sounds like somebody
else completely who I might know and love. But I
could tell that they probably just handed it over and
(15:48):
said do this for me, fix this for you, with
very very little direction, so we could tell. We could
tell you again. It speaks a little time. I have always,
you know, and I've read some books about this, and
I really think it's interesting. I'm in an interesting so
I work, you know, as a financial advisor and investment like.
(16:10):
I can't tell my clients stories the way some people
can share their client stories and experiences and stuff like that,
because it is very sensitive information. But I do love
a good story. I feel like there is times where
people you know that I know that tell kind of
(16:31):
different stories about how they help people. It just helps
you picture them helping you. So you're a great storyteller.
How does how does storytelling like elevate business communication, especially
for service based individuals.
Speaker 2 (16:45):
Well, I think as humans we're just so drawn to stories, right,
I mean, stories are part of our lives from the
time we're born, and we have board books, right, and
so so much information is delivered to us through story, right,
movies or stories, TV shows or stories everything, you know, anything,
If you have grandparents who told you, you know their stories,
(17:09):
just learn so much. But we also connect so much.
I think reading a story really relaxes you. It pulls
you in. You know, in some ways it's an escape
or a way to see someone else's perspective, right, Like,
rather than somebody telling you facts about the ROI of
working with them, if they can give you a personal
(17:30):
story that you can find a piece that's relatable, suddenly
they're so human and it gives us the opportunity to
be vulnerable, because what we really want from our clients,
we're asking them for vulnerability, right. You're asking people to
be vulnerable about their finances. I'm asking them to be
vulnerableut vulnerable about how they show up in their businesses
(17:51):
and who they are and how they got here. I
mean I spent many years in the beauty industry hearing
people's stories, and so I am still hearing people's stories,
and you know, it's it's a trust that you can create.
And we hear about no like trust all the time
(18:11):
and no one like are really important. But if you
don't have the trust peace, you're probably not going to
seal the deal.
Speaker 3 (18:17):
Mm hmmm. Yeah. And I think, you know what, when
it comes to like, I think there's there's so many
ways that storytelling can be a part of it. Like,
of course I didn't feel super comfortable sharing client stories
like in certain certain ways, you know, but I can
share mine because their mine. But that felt uncomfortable for
a while because I remember, you know, when my when
my father was alive, worrying like, oh is he gonna
(18:38):
be upset if I say this?
Speaker 4 (18:39):
Right?
Speaker 3 (18:40):
You know, should I even share this? Is this fine?
But then I realized that, like, that's really the only
stories that I can share. And I even had an
experience today with a client who basically, you know, had
said that she'd lived in a triple decker, didn't need
a garage, and she's like, well, you get it because
I'd shared other times in the past that yeah, like
I've lived in apartments, you know, it ain't come for much,
(19:02):
but like I felt like the fact that somebody just
from sharing stories you don't know what people are going
to pick out of it or what people are going
to think, and then come back and be like, oh,
like and talk to Bath about this because this, right,
this isn't going to shock her or I'm not going
to feel embarrassed or a shamed And so I feel
like there is a way to kind of build stories
in no matter how much experience or how much you
(19:25):
know you can, you can actually share. But what are
some what are some storytelling like, what are some mistakes
that some entrepreneurs can make when it comes to, you know,
trying to trying to you know, tell a story and
be compelling.
Speaker 2 (19:40):
So I ruffle some feathers sometimes when I talk about this,
but I always say there's a difference between memoir and marketing.
And you know, on the personal side of things, I
am writing a memoir, so I do technically write on
both sides of the track. Yeah, but you know, when
somebody wants to share a story, I think the thing
(20:02):
that can be challenging is you're really saying, oh, I
went through this thing. That's the least important piece of
the story. It's how you came through it, what you learned,
and how you share that through your work that benefits
your client. So it's whereas, for instance, if you read
a memoir, people want to give you those detailed, poignant
(20:26):
moments of fear and sadness and pain, and we don't
want to do that because that's distracting from the point.
You know it's and it's something that as you can see,
it's not that easy. It's not that cut and dry
to explain it. But you're not living in the moment
of the story you're telling. You're reflecting on how did
(20:50):
you benefit from it, challenging or positive? Right, So have
like looking back and saying, you know what, I went
through this thing, but it's me resilience. It taught me flexibility,
it taught me, you know, whatever it is. And it
doesn't have to be a traumatic experience. It could be
an unusual, super positive experience, right that other people aren't
(21:12):
having at the time, and so you're kind of like
an outlier, but you learn how to handle that and
then you can share that with people. So yeah, so
it's not in the moment, it's reflecting back on what
did you take away from the moment.
Speaker 3 (21:24):
Yeah, no, And I think that I think that makes
a lot of sense because even anything I've shared, like
I definitely don't want synthy and I'm certainly moved on
from it. But like, I don't think that I could
share some of those stories maybe thirty years ago, right,
I was there. I was too, And so sometimes you know,
if you've ever been at a conference or an event,
(21:46):
or heard somebody speak or read something that's still too
raw where you're like, ooh, this feels like uncomfortable. Yes,
that might not be somebody you want to do business with.
You might not yet, right because you think when you
hear certain stories, I don't think they can help me.
I think there's still going through it. So I totally
(22:09):
understand what you're saying about kind of like it can
be positive, it's not pain like right now. But I
think that that's so important when you're thinking about writing
a talk or you know, in the memoir, maybe that's there.
But also like you usually like when you're at that
(22:30):
point where you're writing it, you're looking backwards, you've kind
of gone because sometimes, yeah, sharing the real you know,
if you're in the middle of something complicated or difficult
or challenging that might not attract.
Speaker 2 (22:43):
Clients right right.
Speaker 3 (22:48):
When you help people decide what part of their personal
story to include and what to leave out, do you
have to be sensitive when you're you know, when you're
working with people who might think about, you know, might
have a lot to share.
Speaker 2 (23:01):
Well, yeah, of course. I mean then it always goes
back to what's the purpose of sharing this information? What
that people really need to know, and what do you
want them to learn from it? Not here's you know,
the whole thing and let's all be in trauma together
(23:21):
over my thing. Yeah, and some you have a lot
of the time because like you said, especially for people,
it's still fresh. Even years later, an unbiased outside opinion
could say, you know, I could have a totally different
view or summary of the story that they just shared
with me.
Speaker 3 (23:40):
So yeah, I think this is also kind of gets
into another area when it comes to because I remember,
you know, even when I first became a financial you know,
advisor planner, I did not want to be vulnerable at
all because I thought like sharing the real like my
real you know, issues with money that I had dealt
(24:00):
with would be bad, would be wrong, because that was
who would want to hand their money over to somebody
who didn't grow up with a ton of money or
doesn't have a ton of like all of those things
kept me very very small, and so by thinking like, okay,
you know, I kind of stayed in a corporate role
for quite a long time thinking that no one's gonna
(24:22):
no one's ever gonna want to work with me because
really successful people came from money, came from you know,
they didn't go to they didn't go to Yukon, they
didn't do this, they all went here, which was all
stories in my head. That was really just kind of
keeping me. So getting comfortable with vulnerability, I know firsthand
is very hard, and I think that the more I
(24:43):
talk to different people, there's very few that feel like
they you know, don't have any shame or discomfort in
their past as from some point getting to from what
even if they were super successful or came from a
lot of money and went to an alle there's shame
in that that I hear from certain people that well,
(25:03):
no one's going to want because they're gonna think everything
was handed to me. How do you help people, especially women,
get comfortable with some level of vulnerability in their in
their stories and in their work.
Speaker 2 (25:16):
I do the best I can, Misty, but I think
that in general, women want to help and women want
to nerve, and so if they can come to it
from the angle of sharing that vulnerability or that peace
that used to cause shame can help other people overcome
that as well. And you're right, I feel like they're
(25:37):
shame at both ends, right, Oh, wealthy or whether you
you know people who grow up dirt poor or yeah,
you know, there's shame at every level of getting out
of it and having what other people don't have. And
all of those feelings are not feelings we come up independently.
They're feelings that are put on us from other people.
(26:00):
And so I think that's a big part of the
introspective piece is that, Yeah, so your you know, best
friend's mother thought you were a snot or whatever. That's
her problem. That's her issue coming back and her shame
and everything else. So getting people to see, like, what
is it. I'm not asking anybody else's opinion. If there
(26:22):
was no judgment, no shame, how how do you feel
about it? You know? I think that's that's the thing,
is to get them to see that whatever bad feelings
they're having generally come from other people.
Speaker 3 (26:34):
Yeah, no, and that's something that you know, I think
when we could also, we could all be a lot
harder on ourselves than we are in a people too
at times, because we do take these stories and we
make them really make them hard. And so I think
that's that's really important. And you mentioned wanting to be helpful.
And a lot of us went into business, whatever business
that we're in, because we saw a problem out there
(26:55):
in the world, or we figured out that we were
really good at something that we could help other people with.
And it takes a while to realize that by not
putting yourself out there, making yourself available, putting you know,
sharing who you are, what you do, you're gonna be
able to help less people. It's actually the opposite of
(27:17):
what you intended to do. So I do think that, yeah,
all of this work is you know, it's such a
you know, it's a necessary part of business. But if
nobody knows who you are and what you do, you're done.
They're never going to find.
Speaker 2 (27:34):
You, right, And I think part of it is that,
and we see it all the time on social media,
right people want to show up looking flawless and I
don't think that that's always great because then you come
out more of as an authority than a partner in
helping someone in their business. I mean, at the end
(27:56):
of the day, like you said, we figured out that
we're really good at something we can help people with,
or we had a struggle we got through and we
want to help other people go through the same thing.
You know, we want to partner with those people. We
don't want to be this authority like looking on them, like,
look at how flawless I am, because that's overwhelming. I
(28:17):
think for a client's in the mental state of whatever
they are, if they need you, I mean, you know,
like people need a copywriter. It's not like they are,
you know, in this horrible mental state. But I think
that we are only a few years ahead of the
clients that we want to serve. We're not that far ahead,
but far enough that we have the distance and we
(28:41):
can look back and reflect and we can be more
factual where for them whatever's going on could be more
emotional or personalized or you know, increasing vulnerability, where we
can say it's okay, you know, it wasn't that long
ago for me. I know what that's like, this is
how we're going to get through it, rather than Yah,
this authority who's like, only I can figure this out
(29:04):
for you.
Speaker 3 (29:04):
You know, yeah, No, I think that that's like, those
are the clients I get that leave financial advisors that
have that, because that is for us and for a
lot of other industries, how we are trained to be
find out what their deepest, darkest feer is, dig into
that and let them know that like, yep, hand it over.
(29:27):
I'm the only person that can help yourself the problem
you can't do yourself, and like that that is the
you know, it's one way that things were done kind
of in the past. But I think now there's more
of a focus on like empathy and like wanting to
work with people and connecting with people versus being like, well,
you're the expert, you take it, you're the doctor, you're this.
(29:49):
I'm gonna trust you, because I think a lot of
times people are now like no, I want to understand,
I want to be a part of it. I want
to know what's going on, versus just okay, I'm never
gonna be able to understand what it is that you do.
And that's kind of been a lot of different a
lot of different professions in law and met all of
them where I feel like some people that are coming
(30:10):
at it from a different approach are going to have
more success now and in the future for sure. But
it does take a little bit of effort and a
little bit of rewiring when you're like, oh, but shouldn't
I have like a fancy or suit on and a
bigger desk and like make people feel a little bit weird.
But it's like, that's not gonna work, not all the
(30:31):
time anyway. But do you have a favorite client breakthrough
or moment for someone who realized that telling their story
obviously with whatever you're comfortable sharing, and they've been able
to see some results or have some more success there,
or maybe even stay, you know, stay self employed, because
a lot of us probably have times where we feel
like maybe we should just go back to work, maybe
(30:52):
we should just give this up. This is too hard,
it's not working fast enough. But any breakthrough moments that
you're open to sharing.
Speaker 2 (30:59):
So I have a couple. So I had a client
I'm going to say maybe about two years ago. I
worked on her website with her and it was a
really great experience. I write blogs for her now every
other month, I write a blog for her, but it
was like, once her website was all set and she
was like, oh, there I am. You know, on these pages.
I could just see the uptick in her visibility in
(31:22):
showing up, in how she was showing up and just
working at you know, the follow through of reaching people,
whether it was LinkedIn or social media. She could send
them back to their website. I think that's a big
thing is people are like, oh, my website, you know,
really need some help, and then they avoid sending people there.
And she was not doing that. And then I have
(31:45):
another client. It's a little bit of a smaller win.
But I worked with her on a messaging packaging recently
and I actually thought it was going to be challenging.
Not the challenging is bad because I enjoy that. And
she we got on all After it was all done,
she had a couple of questions to wrap up, and
she said, I just want you to know that I
went to a networking meeting kind of like in my
(32:08):
niche and I used my elevator pitch and she said,
I didn't stutter, I didn't hesitate, just rolled off my tongue.
And I was like, oh, you know, like that to
me is everything for somebody else. That's what I want.
I don't want people to hesitate. I don't want them
to avoid visibility or stutter over their intro or I
(32:28):
mean you and I see it all the time, right
and networking.
Speaker 3 (32:30):
So so you mentioned like the website, and that's something
that I've thought about a lot too, in two different
we I've definitely when I took on this business, the
website was very template, not not very attractive all or
I do think of my website as like one of
my employees that's kind of working or that when I'm
not like people can go there, they could look at it,
(32:52):
they could self reject if it is not what they want.
They should be able to have a pretty good picture
of it. But with a website, I do think how
important are they because some people expect them to do
all of the heavy liftings. So they have this beautiful website,
they spend thousands of dollars on it and it's done,
but that's not necessarily going to guarantee success. And then
other people who are like, ugh, but do I want
(33:14):
to spend any money on that? Where do you fall
in like how important it is? And then how to
make sure that you're like driving people to it once
it's in a good spot.
Speaker 2 (33:24):
Well, if you're not driving people to it, you probably
shouldn't have it. That's the first thing.
Speaker 3 (33:28):
Yeah. No, I've seen people spend a lot of money
on websites, but it's like they're also then.
Speaker 2 (33:32):
Not yeah, and then the website's fault. Yes, I know. Well,
I think if people are just starting in business, some
people will say to them, you need a website, you
need a website, you need a website. And I think
today there are so many options, so many other platforms
you can be on that you don't necessarily need a
website from the word go. What you need is clients,
(33:54):
and what you need is on experience because you don't
want to invest a whole lot in a website.
Speaker 3 (33:59):
Now.
Speaker 2 (34:00):
Now if in three to six months you're like, oh,
that's not really what I want to say, that's not
really what I do, that's not really what my clients
look like. And a lot of the times people struggle
to complete a website project because they don't have that data.
And you know, it depends what kind of business you're in.
(34:21):
It could take you a while to get a client
or to experience three clients, then you should wait because
you make me feel differently.
Speaker 3 (34:29):
You know.
Speaker 2 (34:29):
The nice option is people can have You don't see
this too often, but a one page website. It's kind
of like a really long home page, but it's just
like where people can go. It's a validator, right.
Speaker 3 (34:42):
Yeah, you're a real business, you're yeah, I could find
you when I think people do look yeah.
Speaker 2 (34:47):
Yeah, when you are creating a website, when it is
time to create one, yes, you have to ask yourself
how much money am I going to put into them?
And I love designers and they do work I can't do,
and they do work that most of us can't do,
and it's important. But I do think that working with
a professional copywriter is equally as important, and even more
(35:08):
so to find a designer and a writer who have
worked together and that there's a cohesion there of how
they're going to produce the final project for you. And
so that's just my two cents. You might hear something different, but.
Speaker 3 (35:22):
No, I think that makes sense though, that it would. Yeah,
because the design can be beautiful, the copy might have
to all it all has to work together, and those
are two different skills. Yes, that some people might do
both but I do think that that's something that's super
important for it to make sense. And I like the
idea of like having clients first being important, yes, very
(35:44):
talking to people, and then even if you're sending people
to your LinkedIn first or like a one page website,
and then I think building that website. I do think
it is important. I do think that most people, depending
on what you do, might want to go to your
site and see whatever they can learn on their own.
And a lot of people like doing that research ahead
of time. So I like that that kind of works together,
(36:07):
not independent of getting clients, talking to people and telling
them what they do. It leads me to my next topic.
You mentioned elevator pitches, which some people might cringe at
that thought or that word about what they getting up
there and talking about what they do. But you're somebody
who is leader of a networking group, you understand the
(36:28):
importance of it. But I'd love to hear te you
for you, like, what do you think people should you know,
what do you think makes a good intro pitch elevator
pitch that they should start to get really comfortable sharing
over and over again when they're you know, in these experience,
maybe networking or in a room with people that might
(36:49):
be curious about what they do.
Speaker 2 (36:50):
Right, so, gosh, this is always like the bane of
our existence, right, the elevator pitch, the interest. Yes, you know,
it can be really simple. The most important thing is
that it is clear. And we've all been in a
networking situation where we're like, I don't know what that
person does. Your elevator pitch doesn't explain what you do.
(37:11):
It's right away that's a problem. But you know, you
be able to say what you do. You know, maybe
generally who you serve and how you serve them. You know,
the issue is then has to be general, and sometimes
people want to get so specific and then they give
off these lengthy sort of that they're constantly changing. And
(37:32):
at the end of the day, you want to give
the basics. You want it to sound good and crisp,
and you want to spark curiosity so that people know enough,
but they have more questions and they want to reach
out to you and contact you. The whole point is
to get a connection with somebody. It's not to give
somebody a bio so that they don't have to come
(37:52):
back to you for anything. You be like ooh, that's
really interesting what she said. I want to know more
about that. And it's hard, right, and they're always changing, right,
Sometimes we're changing how we feel and how we want
to talk about our businesses. But you know, people need
to know what you do and they need to be
curiosity for them to want to connect with you or
(38:13):
introduce you to somebody.
Speaker 3 (38:15):
Yeah, now, I love that. I think that's so helpful,
especially the who you serre in sparking curiosity, because definitely
all heard people talk about what they do, but then
maybe it gets a little too long winded about the
everything that other people in the industry do wrong, and
then you're like, okay, I got to get out of here,
so this conversation and that's not going to be somebody
that you're going to be like, oh, I'm curious how
(38:37):
that could help me. It really was just kind of
an event. I've heard that before. And then some people
who are basically like, oh, yeah, I just I do this,
and it's not sparking curiosity. It's it's just you know,
maybe it's it's true, it's a fact, but doesn't really
make you think about how they could work with you.
So I think that's something if you haven't worked on
(38:58):
that or you don't you know, you kind of get
stuck when people are like, oh, hey, you know, what
do you do for work? Tell me about your business?
Like if you can't really concisely speak to somebody about that,
that is something that I do think best. Like having
help with that can be super important because there might
be a lot of times when you're when you're in
rooms and if people might not work with you directly,
(39:19):
but they might remember what you do and they might
come across somebody who needs you. Which makes me like,
you are very involved in networking. How has that helped
you in your business in particular? And what do you
think the benefits are for other people who might think
I do work for myself. I'm in my home, I
don't know. You know, I have a website, I have
(39:39):
things out there, but I feel like I'm not getting
a lot of I'm not meeting new people. I'm not
talking to new people. How has networking kind of changed
things for your business and why do you think it's
so important?
Speaker 2 (39:48):
Oh gosh, I love networking. And I know some people
don't love to go out and be with people or whatever,
but so I'm the co leader of a Women's Business
League chapter in Man's Field. And first of all, for me,
I love it. I love the leadership opportunity. I think
that's good for me. I've had opportunities to speak to
our group and that sort of thing. That's a great
(40:09):
confidence fielder for me. And it also is a place
where I can test out, Like, is what I'm saying
really resonating with anybody?
Speaker 4 (40:18):
Right?
Speaker 2 (40:18):
It's a great place for that. If you have a
networking group that you frequent, it's so great for support
or just to throw out some question, some nagging question
that you don't want to just ask anybody, but you
can ask this a group that you're familiar with. But
for me, networking is I think it takes a while.
(40:39):
I think people are like, oh, I went out and
met ten people and two weeks later, no one sent
me any business. Now, and that I've been in business
for seven or eight years, people will come to me
and say, oh, I got your name from so and so,
and I'm like, who, Like, I'm not even one hundred
percent sure, But maybe it's somebody I met three years
ago who's like, oh, I have Beth's name. You need
(41:01):
to call Beth and so it's not only about am
I meeting my clients, it's who are the people a meeting?
Who do they know that I could benefit from knowing?
And it's like, you know, it resonates. It takes a while, right,
It's like an echo. You can just because you meet
(41:23):
somebody today doesn't mean they need you today, and it
doesn't mean their clients need you today. But if you're
fresh in their mind, then you're there for when they're
ready to refer you to somebody or when they need you.
So it's definitely a little bit of a long game,
I feel like networking, but if you keep at it
and you keep in touch with people after you meet them,
(41:45):
it's so beneficial.
Speaker 3 (41:48):
And there's a lot of different networking groups out there.
I know we're in the same networking group. I'm a
member of the one that Beth leads, and there are
some groups that are very focused on referrals and giving
certain numbers of referrals or showing you know that you know.
It does take a little bit of time to figure
out what's the right fit for you. It has to
be somewhere that I think you enjoy going because you
can tell when people don't want to be there or
(42:09):
maybe they don't show up or commit, And so I
do think that that's something that could be worth like exploring,
you know, different ones, but also giving it like a
solid chance to work, because like you said, it's not
always those people. It could be people that they know
or when it comes up that they know you really,
really well. And it's easy to refer you because, like
(42:29):
we said before, people who's starting business do it because
they want to help. People in general want to be helpful, yes, period.
And so if somebody is looking for somebody and they
need they need a therapist, they need a facial, they
need this. I don't do that, but if I know
somebody who does, that's really fantastic. It's very easy for
(42:51):
me to refer somebody else, almost more than it is
for me to be like, hi, I can help.
Speaker 5 (42:55):
You, right, It's like so that kind of can help
build group, especially for us who are very small business,
you know, as far as numbers are concerned, or solo
because we don't have a sales team the way other
corporations might.
Speaker 3 (43:14):
But you can kind of build that slowly if enough
people around you know who you are, who you help,
what you do, and can you know call that to
memory when it comes up. I think, you know, when
you start to get referrals from people, it feels really great.
And also sometimes you get referrals from people you might
not know exactly who they are, but they heard it
(43:35):
from So it's crazy how many people will be like, oh,
let me find somebody to help you, because we just
we do we have that urge to help. So I
think networking, yeah, I think it's super important. I love
that there's different ways to do it. You don't have
to leave the house be virtual. It can be a
person if some of us have maybe missed that, or
like getting out and talking to people. So yeah, it's
(43:59):
a good it's a nice thing that those are there.
And especially if maybe you were somebody who was was
in corporate or had jobs where you had leadership roles
and you're kind of like, I'm just me. It does
have a certain amount of you know, depending on your
role in the networking group or if you don't have one,
building your own to kind of bring out those kind
(44:21):
of leadership roles in those skills that maybe are dormant
that you haven't had to use in a little while
and kind of bringing those back out. So I think
that's such as there's no excuse, I think not to
find something that works for you or fits for you.
But I do want to get back to copywriting because
I think this is an interesting area. I do have
some questions, So what is this? What is a section?
(44:43):
We talked about websites before, we talked about how it
could be a big homepage or a little bit more intricate.
Are there any sections of websites that people get wrong?
And you know, any quick fixes that you could think
people could make if they say, my website's just not
converting people just aren't you know it's not. No one's
talking about it, no one's going there any things that
might be able to be quick fixes for that end.
Speaker 2 (45:06):
So I think your website you have to think about
it as a GPS, right, there has to be a journey.
Like sometimes you see a website and everything is book,
your consultation book, your consultation book, your consultation and it's like, okay,
if you're going to ask somebody to open their wallet,
they're going to need more information. So you know, on
your home page you want to give them directions to
(45:28):
get to different places, right, like you know this you
want to talk a little bit about yourself and be like, okay,
learn more about Misty and then go to the about page.
And the about page is always tricky because some people
want to go right in and start to validate in
their own mind their professionalism and their worth for showing
up here, saying they can take money from people for
(45:50):
doing what they do, and that's boring. You know. If
people want to see your resume, they can go to LinkedIn.
You know, there are certain exceptions where, yes, it is
very important for people to see your credentials. I tend
to move them a little bit lower on the page
if people really want them there. But again, it's a
place for relatability and storytelling. It's a place for you
(46:12):
to show this is my philosophy, and you know this
is how I use that philosophy to help you. The
about page is not about you, it's about them who
show up. So and not that you can't share about yourself,
but first you want to make that connection, and you know,
where do you want them to go from there? You
want them to see, well, I kind of like this person,
(46:34):
how can I work with them? So the next maybe
they're going to go to your services page, right and
see all the things that you do, and that just
needs to be super clear so people aren't like, well,
this has some of those things that this service has,
but what's the difference and how do I choose? And yeah,
they can schedule a call with you to ask you
your advice. But you know, confuse you lose, is what
(46:56):
Donald Kuller says. And so you want people to be
really clear. This is for the person who needs blah
blah blah, yeah, and not too much information because by
the time I get to your services page, you want
them to hit that call to action and I either
schedule to call or book an appointment or pay for
a service.
Speaker 3 (47:14):
So no, I think that's that's really good advice because,
like you said, yeah, a confused mind is going to say, no,
it's just the way we operate to save time. And
you know, I think that that is a nice way for,
you know, for the about page to kind of be
like about this. Your philosophy is all of these things
that you care about, so people could be like, yep,
that's that makes sense to me or I agree, And
(47:35):
then the services should be super clear and it can
evolve as our businesses change and evolve. Those things which
shouldn't have to be static. You know, you could always
move things around, which makes me want to know, how
are you helping people with your services right now? What
are you know? If somebody is listening and they're thinking, yes,
my copy is very boiler played, or I used AI
to develop it, but it's not talking to the right people.
(47:57):
It doesn't sound like my voice, it doesn't feel like me,
or I've changed so much since I started to where
I am now. Yeah, and I want people to feel
that how are you? How are you helping people? And
you know, what is that process like for someone if
they'd like to work with someone like you?
Speaker 2 (48:12):
Right so, I said, one of my popular services I'm
really happy with how this turned out is this messaging
package where people go through this process and then I
comb through it, and then I go back and ask
more questions, and then at the end I provide them
with a document that has a flexible elevator, pitch, a UVP,
a unique value proposition, and then they get a language bank.
(48:35):
And the language bank is a little bit of this
and a little bit of that. It's Oh, here are
some taglines I thought of out of your stuff. Here
are some things you can say to your referral partners,
here are some lines you can use in social media,
here are some things that you could use to talk
to a potential client about your business. And people seem
(48:57):
to really like it, and it's fun for me to do.
So I have that. But in the works, I've been
very I'm concerned, like most people about the economy, and
you know what, if you need help on your website
and you just aren't feeling comfortable spending the money, you
(49:17):
might have it, but just the underlying like learn about
what's happening. And so I am putting the finishing touches on,
like a ninety minute consulting session. You know, I have
not only my copywriter, but I owned a brick and
mortar business. When I was younger, I was in the
beauty industry. I was a salon educator, I work in sales.
(49:40):
I have really varied business experience, and I feel like
that could be really useful for somebody who's like I
don't I can't pay the whole kit and kaboodle, or
I really want to have a little control over what's happening.
I think that that's a really nice option for people
to be able to get some consulting, and I'm sure
(50:02):
you find this too. We all coach, I think, in
our jobs to a certain level. But this, I think
takes it up and not just is more like no,
I think this is the trend, and this is more
like what you should be doing. It's more you know,
direction from me as the expert right here in the
experienced business person, rather than saying, oh, what do you
(50:24):
think you should write? Right? Yeah, you don't need to
be on a call with me if that's what I'm
asking you.
Speaker 3 (50:29):
So no, I think that's great. I think there's a
lot of people that do have different, different needs at
different times. And I do think you know, being an
entrepreneur a business owner, especially when things come up, there
is not always you know someone to talk to that understands.
Because you say you want to talk to your spouse
or you're a best friend, they might not be. They
want to keep you exactly where you are in safe
(50:52):
and that might not mean putting yourself out there in
a different way or trying this new idea or marketing
probably won't. So if you don't have that networking group
or you don't have that group of people, I think
that that's such a nice thing to offer to have
that kind of nine, even like in depth consultation where
you could talk to somebody who's not you that might
(51:13):
be able to think about certain things that could be helpful.
Because it's that's where I think the networking groups and
knowing people knowing you can be so helpful because it's
not always going to be our our best friends or
our family who help us make these different decisions in
our business or take it to another level because they
see they haven't done that.
Speaker 5 (51:35):
They likely where you are and they're biased and devinated,
rightly biased.
Speaker 3 (51:40):
So such a good idea. And how can people find
you back if they want to learn more about you?
Follow you on social media, get your newsletter and learn
more about about your work.
Speaker 2 (51:49):
Yeah, so my website is That's a Spade dot com
and I am on Facebook and Instagram as That's a
Spade and on LinkedIn as Beth canos awesome.
Speaker 3 (52:01):
And can you tell us quickly before we go by
the name of the business.
Speaker 2 (52:05):
Ah. So it's in honor of my dad who raised me.
He was a very direct and compassionate communicator and he
used to say it all the time. Let's call spade
a spade. You know, let's talk about this difficult thing,
rip the band aid off, all that stuff, and yeah,
so that's where it comes from.
Speaker 3 (52:25):
I love it all right, Well, thank you Beth for sharing.
I do think yes, if you if you're concerned about
this economy you are, and you're a business owner, you're
an entrepreneur, you're trying to work through this and you
feel like everything's starting to sound the same, or you're
trying to figure out why to do it. I do
feel like that the closer you get to being authentic,
to being genuinely that is what's going to help you
(52:46):
stand out. That is going to help make you more money.
It is not blending into everybody else. It is not
pulling things in the Internet and trying to make it
look like it's yours. I really feel like people are
seeing through it, and people are just going to get
better at detecting what's real and what's not. So if
you're looking to improve your content, your voice, your story,
and your communication, definitely go follow Beth, go to the website,
(53:06):
check her out. She's definitely helping people communicate with other people,
and that's just going to help you as a business owner.
So thank you so much for coming on. Thank you
for coming back, and if you want to listen to
that's first episode where we talked about copywriting and a
little bit more depth, or any other episode of the podcast,
head over to mis d Lynch dot com. I'd love
for you to connect and obviously, if you like this podcast,
(53:26):
please subscribe and share it, and thank you so much
for listening, and we'll talk again next week. Thank you
for joining us on another insightful episode of Demistifying Money.
If you enjoyed this episode, please subscribe, rate, and leave
a review. Stay tuned for more engaging conversations on our
next episode, and remember knowledge is the key to financial empowerment.
Welcome to the Demistifying Money podcast, where each week you
will hear unforgettable conversations with expert guests about success, money, business,
and small steps you can take to elevate your life
and wealth. Now here's your host.
Speaker 2 (00:16):
Misty Lynch.
Speaker 3 (00:17):
Hi everyone, thank you so much for joining us for
this week's episode of Demistifying Money. I'm your host, Misty Lynch,
and I have a repeat guest on today, Welcome back
Beth Now. She's a copywriter, messaging consultant, author, speaker and
CEO of That's a Speed copywriting services, and she works
(00:37):
with a lot of female entrepreneurs to help them understand
who their ideal clients are and how to infuse their
unique voice into their messaging so that they could reach
those people, save time, save money, and start to really
connect with our audience. She writes compelling website copy, she
writes blogs, and all of these things, all these foundational
messages that are really important for business owners to help
(01:00):
help them connect with the people that they want to
work with or that they currently work with, that they
want to keep and that they want to communicate with.
S Beeth, thank you so much for coming back to
the show.
Speaker 2 (01:11):
Thank you for having me a second time.
Speaker 4 (01:15):
This episode of Demystifying Money with Misty Lynch is proudly
sponsored by Soundview Financial Advisors. Visit www dot Soundview financial
Advisors dot com to learn more.
Speaker 3 (01:29):
Well, I think it's important and I wanted to have
you back because, you know, I think when I first started,
you know, a lot's changed, you know, since a few
years that we've you know, talked about business and websites
and copy, so many things have started to change as
far as this industry is concerned. Now. I don't think
that it means that, you know, I think that people
(01:51):
are still people are still looking for help across the
board for you know, different people to work with them
and help them. But I do feel like maybe lately
I've started to see some messages start to sound the
same or maybe sound a little robotic from certain people
who might be trying to check the boxes, have a website,
(02:11):
a blot, have these things, but it like they're maybe
losing their voice a little bit. So I thought it
would be a unique, you know, kind of a good
time to talk to you about using your personal voice
when it seems like everything else is becoming faster ai
you know, kind of driven in that realm. I do
think that there's still a really big space for people
(02:32):
who are using their their human voice to communicate. But
I'd love to hear more about you know, you've made
your whole business on helping women find their voice and
their messaging. Why is that so essential and what does
it mean to you to find you know, to find
your own voice.
Speaker 2 (02:50):
Yeah, that's that's a great question. So I think what's
really hard for us who work for ourselves and we
work at home that we don't realize there are bajillion
other people who do what we do, and we make
the job of choosing really difficult for clients when we
are not personal about how we work. And I try
(03:13):
to talk to people about like the umbrella, like, you know,
if you're a coach, there's all these other coaches, right,
and then the next step down is are you a
health and wellness coach? Are you an executive coach? Are
you a life coach? And that's great, but how are
people going to choose you over another life coach? You know,
what is your experience, your perspective, all of these things
(03:34):
you've learned along the way in your life journey that
make how you work different. The way from the way
anybody else works, and I don't. I think it's really
hard for people to grasp that, and they're like, oh,
but the other coaches are saying this, and so I
have to say that, and that's really the worst thing
to do.
Speaker 3 (03:54):
Yeah, And so I think that that's normal though, to think, Okay, well,
everyone who's successful is toying this, so I should say this.
But what is the danger with that?
Speaker 2 (04:04):
Well, the danger is is that you're just blended into
this mass market. And let's face it, the online community
is diluted, the coaching community is diluted, the work for yourself, consulting,
in coaching, it's all diluted. And so do you want
to be in this big pond of people that someone
has to pick from or do you want to be
(04:24):
over here in this more defined niche for lack of
a better word, because I don't I have a love
hate with that word where maybe there's just five or
six that people are picking from. Because you're standing out,
using thought leadership and speaking in the way that only
you can for people to see you.
Speaker 3 (04:45):
What are some of the ways that you think business
owners can communicate. I know that, I mean, I have
a podcast. There's a lot of people that, you know,
maybe they have a newsletter or a blog, and then
we'll hear different things that this isn't what you should
do this. What do you think is the best way
for people? You know, if they're thinking like, I know,
I need to communicate, I know I need to put
you know, stories out there, and then maybe they you know,
(05:08):
maybe they're afraid of social media. What are some of
the things that you've seen work and is there is
it one size fits all? Or how do you help
people figure out what medium they should use?
Speaker 2 (05:19):
Yeah, so this is such a battle I think for
solo professionals, people who do their own marketing. And the
answer really is you have to do what you're comfortable with.
You can't force yourself to go out and beyond four
social media platforms. You won't do it. You know, if
you like to write, and you can write a blog,
(05:40):
I'm actually a champion of the blog. I feel like
they are underrated. A blog is a LinkedIn article, it's
a newsletter. It can be broken down into other posts.
You can use a prescript for video. If you can
manage to pump out a blog, you've just given yourself
a good amount of content. So if time is your concern,
I think that's great. But I think you have to
(06:02):
really like or dislike the least the platforms that you're using,
and you know, like I like to be on video,
and I see you on video, and you know, we're like, oh,
we have to be outside, we have to be moving.
But I enjoy it. I think is great, and people
are watching video, but you know, if you loathe video,
(06:23):
it's just not your medium. So I think again, you
have to worry about what is your medium? Where do
you show up the most authentically and just do that.
Maybe it's one medium, maybe it's one platform. Maybe it's
one newsletter a month and not one a week, Like
what works for you to put out the most quality
content that people respond to.
Speaker 3 (06:44):
I think that makes a lot of sense because I
do think that I've read like some great articles or
you know, been on some newsletters and then all of
a sudden, I don't even notice that I haven't seen
them for a while until like eight months later I
get a new one. And so I feel like that
consistency that you mentioned is super important, because I liked,
(07:06):
like this one news that I remember reading it and
really enjoying it and then like I forgot about it completely. Now,
maybe certain things happen or people change, but I do
feel like maybe you know, having that thing that you
can do and you know that you're actually going to
do it consistently, whether it's writing or you know, videos
and things like that, because sometimes I feel like that
(07:27):
is a little bit strange as far as you know,
a potential client is concerned when we're used to seeing
you and then and then you don't. So I think
that's really important. And also I love that you mentioned
how a blog can be used in so many different
ways and repurposing that content, because it does seem like,
especially with business owners, that maybe we're doing something completely
(07:49):
different and we know marketing is a piece of it,
but if it's oh, well, like I hear this a lot,
I can't do all these social media posts and all
this and all that so busy, which is true for
a lot of us. But I do think that using
tools to repurpose things can be really really helpful. But
(08:10):
it still has to be your unique content and voice.
I think that always makes such a difference, especially from
that first piece that's going to be broken apart. But
you said that you help people find their voice and
that this can help people increase their revenue. What's the
connection between that clarity and the messaging and making more money?
Speaker 1 (08:30):
Oh?
Speaker 2 (08:30):
I love this. So I feel like when people can
find that foundational language that they use, that they are
comfortable using, that rolls naturally off their tongue, their elevator
pitch just seems like they say it five hundred times
a day, and they can show up with that comfortability
(08:51):
and that confidence. People feel that and so A it
attracts your bullseye client, that one person that you really
would love to work with. And when you have that person,
you have the opportunity to do your best work. They
get your best work, They will give you a stellar review,
(09:12):
they will refer other people like them because they trust you,
and you can charge more money when you're doing that
type of work and getting that type of feedback. I'm
not saying that you're going to go out and rip
people off, but you know, we all like the opportunity
to raise our prices because we're in demand. But you
have to create that demand by doing that level work.
And that starts with how you talk about the work
(09:34):
that you do.
Speaker 3 (09:36):
You mentioned a Bullseye client. Now, for some people, do
you have to help them figure out what that means?
Because a lot of times people are like, my client
is whoever wants to work with me or or repays me.
So how hard is it to market to everyone? So
how do you help people when it comes to that
sort of that sort of messaging because that requires business
(09:59):
owners to do some work and to do some internal
work thirty So how do you help people with that
piece instead of you know, they might think, I'll go
to Beth and she'll just write what I need. But
there's a lot more to that for you to figure
out who you're writing to. So tell me a little
bit more about the Bullseye client.
Speaker 2 (10:15):
Yeah, so I think for a long time we were
saying target client, target client. I kept thinking about, you know,
a dark board, but a dark board doesn't only have
the center, it has these other rings. And yeah, I
think after a while, can we get within those rings?
We can? But that still means we have to fish
through those people, right, they still have to go through
(10:35):
the sieve of who's our client. But when you are
writing content, like you're having a conversation with that one
person in the middle, who would be your dream client.
In every way, that's the person you want to attract,
and I think people get caught up. It's fear right,
we all have it. Well, if I only talk to
that person, I won't get anybody else. And that's not true,
(10:59):
because you still going to say things that resonate to
other people inside the dart board, and they're going to
reach out to you anyway because they're pulled to you
even though they're not in the exact center, and you'll
have the opportunity to work with those people, you know.
I see a lot of people like I mainly work
with women, but I do work with men too, because
(11:19):
sometimes I get pulled in by a designer or a
marketing strategist or somebody like that to work with a client,
and then that person who pulls me in becomes my client,
right And then if I work with them and they
know how I work and they refer me correctly, then
if they refer me to someone who's a man, or
someone who's got a small business or larger than I
normally work with, I know they've already thought about Beth
(11:42):
can work with this person, and so they're not my
bull's eye, but they're on my dartboard. So you know
you're going to get those other clients, and you know what,
if you don't, it's okay, you're gonna If you talk
directly to this one client and you get the reach
that you need, you're going to find those clients.
Speaker 3 (12:00):
I think also sometimes doing the work on like figuring
out who that person is. I think that it's also
kind of a technique to kind of stay to not
do the marketing and to not do the work to say, oh, well,
that'll exclude so many people. Why would I want to
do that? Because it's hard work thinking up that client
avatar or that person. Yes, it takes a lot of effort,
(12:24):
and so I think that that's something where some people
might have maybe tried to work with somebody like like
you a copywriter or somebody who's doing that and or
designing their website, and they're not giving you enough information.
So when they get the results back, they might say, oh,
I worked with somebody like that, but I didn't because
they're expecting you to to read the minds of the
(12:47):
and do it anyway. So how important is that first
prom that first step in the process, Oh, to really
do your job.
Speaker 2 (12:56):
Yeah, it's really important. So I started a couple of
years ago on messaging package that I do with people,
and the first step is I ask them to take
two weeks to go through a voice and Vision discovery form,
which is basically just a really overwhelming questionnaire, but it
makes them take the time, right. I feel like time
is definitely the first issue. They take the time, They
(13:17):
go back, they fill it out, they flesh it out,
and they send me all the information and then I
can go through it and pull stuff out, and then
I always have more questions afterwards. Sometimes I get the
information there. Recently, I had somebody use a little AI
in their questionnaire, which again it's a time thing, right. Yeah.
(13:38):
AI doesn't have the answers about you. They don't have
the introspection about your core and what you're doing here
and how you do it. And then I've had other
people who are analytical and really pragmatic and they will
go into all of this like marketing documentation they've had
done and copy and paste that into the questionnaire and
(13:59):
it's helpful, but it's the factual information. I'm not looking
for the factual stuff as much as I am looking
for that personal sort of like I want to know,
what's your story, what are you doing here? What are
you getting out of it? Who do you want to serve?
And sometimes I have to go back and ask more questions,
and that's you know, that's just part of it.
Speaker 3 (14:21):
Yeah. Well, with if you're using marketing material that's already
been produced for you or AI, all of that is
taking things that are already out there or things that
were done in the past, and so I feel like
expecting a different result is going to be tricky because
there isn't anything really new there. So I do think that, yeah,
taking two weeks might sound like, oh man, but I
(14:41):
need this stuff yesterday. I'm already behind. I need to
get these things out there. I think it's such an
important thing. So if you are, if you are really
you know, kind of in that trying to get out
of that hustle phase where you're helping everybody in your
business and you really want to start working with people
who are you know, maybe closer to that bull's eye
or getting closer to it. I do think that spending
(15:04):
the time to really do that introspective work, filling out
the questionnares that is so important because I think that
is that's what's really really hard to replicate. But it's
also when you can tell if something doesn't sound like
the person or not when you meet them. So I've
(15:24):
seen wonderful copywriters, wonderful marketing people take over other advisors
social media and work, and I've seen that and I'm
just like, that doesn't sound like him. That sounds like
this team or this firm, Like this sounds like somebody
else completely who I might know and love. But I
could tell that they probably just handed it over and
(15:48):
said do this for me, fix this for you, with
very very little direction, so we could tell. We could
tell you again. It speaks a little time. I have always,
you know, and I've read some books about this, and
I really think it's interesting. I'm in an interesting so
I work, you know, as a financial advisor and investment like.
(16:10):
I can't tell my clients stories the way some people
can share their client stories and experiences and stuff like that,
because it is very sensitive information. But I do love
a good story. I feel like there is times where
people you know that I know that tell kind of
(16:31):
different stories about how they help people. It just helps
you picture them helping you. So you're a great storyteller.
How does how does storytelling like elevate business communication, especially
for service based individuals.
Speaker 2 (16:45):
Well, I think as humans we're just so drawn to stories, right,
I mean, stories are part of our lives from the
time we're born, and we have board books, right, and
so so much information is delivered to us through story, right,
movies or stories, TV shows or stories everything, you know, anything,
If you have grandparents who told you, you know their stories,
(17:09):
just learn so much. But we also connect so much.
I think reading a story really relaxes you. It pulls
you in. You know, in some ways it's an escape
or a way to see someone else's perspective, right, Like,
rather than somebody telling you facts about the ROI of
working with them, if they can give you a personal
(17:30):
story that you can find a piece that's relatable, suddenly
they're so human and it gives us the opportunity to
be vulnerable, because what we really want from our clients,
we're asking them for vulnerability, right. You're asking people to
be vulnerable about their finances. I'm asking them to be
vulnerableut vulnerable about how they show up in their businesses
(17:51):
and who they are and how they got here. I
mean I spent many years in the beauty industry hearing
people's stories, and so I am still hearing people's stories,
and you know, it's it's a trust that you can create.
And we hear about no like trust all the time
(18:11):
and no one like are really important. But if you
don't have the trust peace, you're probably not going to
seal the deal.
Speaker 3 (18:17):
Mm hmmm. Yeah. And I think, you know what, when
it comes to like, I think there's there's so many
ways that storytelling can be a part of it. Like,
of course I didn't feel super comfortable sharing client stories
like in certain certain ways, you know, but I can
share mine because their mine. But that felt uncomfortable for
a while because I remember, you know, when my when
my father was alive, worrying like, oh is he gonna
(18:38):
be upset if I say this?
Speaker 4 (18:39):
Right?
Speaker 3 (18:40):
You know, should I even share this? Is this fine?
But then I realized that, like, that's really the only
stories that I can share. And I even had an
experience today with a client who basically, you know, had
said that she'd lived in a triple decker, didn't need
a garage, and she's like, well, you get it because
I'd shared other times in the past that yeah, like
I've lived in apartments, you know, it ain't come for much,
(19:02):
but like I felt like the fact that somebody just
from sharing stories you don't know what people are going
to pick out of it or what people are going
to think, and then come back and be like, oh,
like and talk to Bath about this because this, right,
this isn't going to shock her or I'm not going
to feel embarrassed or a shamed And so I feel
like there is a way to kind of build stories
in no matter how much experience or how much you
(19:25):
know you can, you can actually share. But what are
some what are some storytelling like, what are some mistakes
that some entrepreneurs can make when it comes to, you know,
trying to trying to you know, tell a story and
be compelling.
Speaker 2 (19:40):
So I ruffle some feathers sometimes when I talk about this,
but I always say there's a difference between memoir and marketing.
And you know, on the personal side of things, I
am writing a memoir, so I do technically write on
both sides of the track. Yeah, but you know, when
somebody wants to share a story, I think the thing
(20:02):
that can be challenging is you're really saying, oh, I
went through this thing. That's the least important piece of
the story. It's how you came through it, what you learned,
and how you share that through your work that benefits
your client. So it's whereas, for instance, if you read
a memoir, people want to give you those detailed, poignant
(20:26):
moments of fear and sadness and pain, and we don't
want to do that because that's distracting from the point.
You know it's and it's something that as you can see,
it's not that easy. It's not that cut and dry
to explain it. But you're not living in the moment
of the story you're telling. You're reflecting on how did
(20:50):
you benefit from it, challenging or positive? Right, So have
like looking back and saying, you know what, I went
through this thing, but it's me resilience. It taught me flexibility,
it taught me, you know, whatever it is. And it
doesn't have to be a traumatic experience. It could be
an unusual, super positive experience, right that other people aren't
(21:12):
having at the time, and so you're kind of like
an outlier, but you learn how to handle that and
then you can share that with people. So yeah, so
it's not in the moment, it's reflecting back on what
did you take away from the moment.
Speaker 3 (21:24):
Yeah, no, And I think that I think that makes
a lot of sense because even anything I've shared, like
I definitely don't want synthy and I'm certainly moved on
from it. But like, I don't think that I could
share some of those stories maybe thirty years ago, right,
I was there. I was too, And so sometimes you know,
if you've ever been at a conference or an event,
(21:46):
or heard somebody speak or read something that's still too
raw where you're like, ooh, this feels like uncomfortable. Yes,
that might not be somebody you want to do business with.
You might not yet, right because you think when you
hear certain stories, I don't think they can help me.
I think there's still going through it. So I totally
(22:09):
understand what you're saying about kind of like it can
be positive, it's not pain like right now. But I
think that that's so important when you're thinking about writing
a talk or you know, in the memoir, maybe that's there.
But also like you usually like when you're at that
(22:30):
point where you're writing it, you're looking backwards, you've kind
of gone because sometimes, yeah, sharing the real you know,
if you're in the middle of something complicated or difficult
or challenging that might not attract.
Speaker 2 (22:43):
Clients right right.
Speaker 3 (22:48):
When you help people decide what part of their personal
story to include and what to leave out, do you
have to be sensitive when you're you know, when you're
working with people who might think about, you know, might
have a lot to share.
Speaker 2 (23:01):
Well, yeah, of course. I mean then it always goes
back to what's the purpose of sharing this information? What
that people really need to know, and what do you
want them to learn from it? Not here's you know,
the whole thing and let's all be in trauma together
(23:21):
over my thing. Yeah, and some you have a lot
of the time because like you said, especially for people,
it's still fresh. Even years later, an unbiased outside opinion
could say, you know, I could have a totally different
view or summary of the story that they just shared
with me.
Speaker 3 (23:40):
So yeah, I think this is also kind of gets
into another area when it comes to because I remember,
you know, even when I first became a financial you know,
advisor planner, I did not want to be vulnerable at
all because I thought like sharing the real like my
real you know, issues with money that I had dealt
(24:00):
with would be bad, would be wrong, because that was
who would want to hand their money over to somebody
who didn't grow up with a ton of money or
doesn't have a ton of like all of those things
kept me very very small, and so by thinking like, okay,
you know, I kind of stayed in a corporate role
for quite a long time thinking that no one's gonna
(24:22):
no one's ever gonna want to work with me because
really successful people came from money, came from you know,
they didn't go to they didn't go to Yukon, they
didn't do this, they all went here, which was all
stories in my head. That was really just kind of
keeping me. So getting comfortable with vulnerability, I know firsthand
is very hard, and I think that the more I
(24:43):
talk to different people, there's very few that feel like
they you know, don't have any shame or discomfort in
their past as from some point getting to from what
even if they were super successful or came from a
lot of money and went to an alle there's shame
in that that I hear from certain people that well,
(25:03):
no one's going to want because they're gonna think everything
was handed to me. How do you help people, especially women,
get comfortable with some level of vulnerability in their in
their stories and in their work.
Speaker 2 (25:16):
I do the best I can, Misty, but I think
that in general, women want to help and women want
to nerve, and so if they can come to it
from the angle of sharing that vulnerability or that peace
that used to cause shame can help other people overcome
that as well. And you're right, I feel like they're
(25:37):
shame at both ends, right, Oh, wealthy or whether you
you know people who grow up dirt poor or yeah,
you know, there's shame at every level of getting out
of it and having what other people don't have. And
all of those feelings are not feelings we come up independently.
They're feelings that are put on us from other people.
(26:00):
And so I think that's a big part of the
introspective piece is that, Yeah, so your you know, best
friend's mother thought you were a snot or whatever. That's
her problem. That's her issue coming back and her shame
and everything else. So getting people to see, like, what
is it. I'm not asking anybody else's opinion. If there
(26:22):
was no judgment, no shame, how how do you feel
about it? You know? I think that's that's the thing,
is to get them to see that whatever bad feelings
they're having generally come from other people.
Speaker 3 (26:34):
Yeah, no, and that's something that you know, I think
when we could also, we could all be a lot
harder on ourselves than we are in a people too
at times, because we do take these stories and we
make them really make them hard. And so I think
that's that's really important. And you mentioned wanting to be helpful.
And a lot of us went into business, whatever business
that we're in, because we saw a problem out there
(26:55):
in the world, or we figured out that we were
really good at something that we could help other people with.
And it takes a while to realize that by not
putting yourself out there, making yourself available, putting you know,
sharing who you are, what you do, you're gonna be
able to help less people. It's actually the opposite of
(27:17):
what you intended to do. So I do think that, yeah,
all of this work is you know, it's such a
you know, it's a necessary part of business. But if
nobody knows who you are and what you do, you're done.
They're never going to find.
Speaker 2 (27:34):
You, right, And I think part of it is that,
and we see it all the time on social media,
right people want to show up looking flawless and I
don't think that that's always great because then you come
out more of as an authority than a partner in
helping someone in their business. I mean, at the end
(27:56):
of the day, like you said, we figured out that
we're really good at something we can help people with,
or we had a struggle we got through and we
want to help other people go through the same thing.
You know, we want to partner with those people. We
don't want to be this authority like looking on them, like,
look at how flawless I am, because that's overwhelming. I
(28:17):
think for a client's in the mental state of whatever
they are, if they need you, I mean, you know,
like people need a copywriter. It's not like they are,
you know, in this horrible mental state. But I think
that we are only a few years ahead of the
clients that we want to serve. We're not that far ahead,
but far enough that we have the distance and we
(28:41):
can look back and reflect and we can be more
factual where for them whatever's going on could be more
emotional or personalized or you know, increasing vulnerability, where we
can say it's okay, you know, it wasn't that long
ago for me. I know what that's like, this is
how we're going to get through it, rather than Yah,
this authority who's like, only I can figure this out
(29:04):
for you.
Speaker 3 (29:04):
You know, yeah, No, I think that that's like, those
are the clients I get that leave financial advisors that
have that, because that is for us and for a
lot of other industries, how we are trained to be
find out what their deepest, darkest feer is, dig into
that and let them know that like, yep, hand it over.
(29:27):
I'm the only person that can help yourself the problem
you can't do yourself, and like that that is the
you know, it's one way that things were done kind
of in the past. But I think now there's more
of a focus on like empathy and like wanting to
work with people and connecting with people versus being like, well,
you're the expert, you take it, you're the doctor, you're this.
(29:49):
I'm gonna trust you, because I think a lot of
times people are now like no, I want to understand,
I want to be a part of it. I want
to know what's going on, versus just okay, I'm never
gonna be able to understand what it is that you do.
And that's kind of been a lot of different a
lot of different professions in law and met all of
them where I feel like some people that are coming
(30:10):
at it from a different approach are going to have
more success now and in the future for sure. But
it does take a little bit of effort and a
little bit of rewiring when you're like, oh, but shouldn't
I have like a fancy or suit on and a
bigger desk and like make people feel a little bit weird.
But it's like, that's not gonna work, not all the
(30:31):
time anyway. But do you have a favorite client breakthrough
or moment for someone who realized that telling their story
obviously with whatever you're comfortable sharing, and they've been able
to see some results or have some more success there,
or maybe even stay, you know, stay self employed, because
a lot of us probably have times where we feel
like maybe we should just go back to work, maybe
(30:52):
we should just give this up. This is too hard,
it's not working fast enough. But any breakthrough moments that
you're open to sharing.
Speaker 2 (30:59):
So I have a couple. So I had a client
I'm going to say maybe about two years ago. I
worked on her website with her and it was a
really great experience. I write blogs for her now every
other month, I write a blog for her, but it
was like, once her website was all set and she
was like, oh, there I am. You know, on these pages.
I could just see the uptick in her visibility in
(31:22):
showing up, in how she was showing up and just
working at you know, the follow through of reaching people,
whether it was LinkedIn or social media. She could send
them back to their website. I think that's a big
thing is people are like, oh, my website, you know,
really need some help, and then they avoid sending people there.
And she was not doing that. And then I have
(31:45):
another client. It's a little bit of a smaller win.
But I worked with her on a messaging packaging recently
and I actually thought it was going to be challenging.
Not the challenging is bad because I enjoy that. And
she we got on all After it was all done,
she had a couple of questions to wrap up, and
she said, I just want you to know that I
went to a networking meeting kind of like in my
(32:08):
niche and I used my elevator pitch and she said,
I didn't stutter, I didn't hesitate, just rolled off my tongue.
And I was like, oh, you know, like that to
me is everything for somebody else. That's what I want.
I don't want people to hesitate. I don't want them
to avoid visibility or stutter over their intro or I
(32:28):
mean you and I see it all the time, right
and networking.
Speaker 3 (32:30):
So so you mentioned like the website, and that's something
that I've thought about a lot too, in two different
we I've definitely when I took on this business, the
website was very template, not not very attractive all or
I do think of my website as like one of
my employees that's kind of working or that when I'm
not like people can go there, they could look at it,
(32:52):
they could self reject if it is not what they want.
They should be able to have a pretty good picture
of it. But with a website, I do think how
important are they because some people expect them to do
all of the heavy liftings. So they have this beautiful website,
they spend thousands of dollars on it and it's done,
but that's not necessarily going to guarantee success. And then
other people who are like, ugh, but do I want
(33:14):
to spend any money on that? Where do you fall
in like how important it is? And then how to
make sure that you're like driving people to it once
it's in a good spot.
Speaker 2 (33:24):
Well, if you're not driving people to it, you probably
shouldn't have it. That's the first thing.
Speaker 3 (33:28):
Yeah. No, I've seen people spend a lot of money
on websites, but it's like they're also then.
Speaker 2 (33:32):
Not yeah, and then the website's fault. Yes, I know. Well,
I think if people are just starting in business, some
people will say to them, you need a website, you
need a website, you need a website. And I think
today there are so many options, so many other platforms
you can be on that you don't necessarily need a
website from the word go. What you need is clients,
(33:54):
and what you need is on experience because you don't
want to invest a whole lot in a website.
Speaker 3 (33:59):
Now.
Speaker 2 (34:00):
Now if in three to six months you're like, oh,
that's not really what I want to say, that's not
really what I do, that's not really what my clients
look like. And a lot of the times people struggle
to complete a website project because they don't have that data.
And you know, it depends what kind of business you're in.
(34:21):
It could take you a while to get a client
or to experience three clients, then you should wait because
you make me feel differently.
Speaker 3 (34:29):
You know.
Speaker 2 (34:29):
The nice option is people can have You don't see
this too often, but a one page website. It's kind
of like a really long home page, but it's just
like where people can go. It's a validator, right.
Speaker 3 (34:42):
Yeah, you're a real business, you're yeah, I could find
you when I think people do look yeah.
Speaker 2 (34:47):
Yeah, when you are creating a website, when it is
time to create one, yes, you have to ask yourself
how much money am I going to put into them?
And I love designers and they do work I can't do,
and they do work that most of us can't do,
and it's important. But I do think that working with
a professional copywriter is equally as important, and even more
(35:08):
so to find a designer and a writer who have
worked together and that there's a cohesion there of how
they're going to produce the final project for you. And
so that's just my two cents. You might hear something different, but.
Speaker 3 (35:22):
No, I think that makes sense though, that it would. Yeah,
because the design can be beautiful, the copy might have
to all it all has to work together, and those
are two different skills. Yes, that some people might do
both but I do think that that's something that's super
important for it to make sense. And I like the
idea of like having clients first being important, yes, very
(35:44):
talking to people, and then even if you're sending people
to your LinkedIn first or like a one page website,
and then I think building that website. I do think
it is important. I do think that most people, depending
on what you do, might want to go to your
site and see whatever they can learn on their own.
And a lot of people like doing that research ahead
of time. So I like that that kind of works together,
(36:07):
not independent of getting clients, talking to people and telling
them what they do. It leads me to my next topic.
You mentioned elevator pitches, which some people might cringe at
that thought or that word about what they getting up
there and talking about what they do. But you're somebody
who is leader of a networking group, you understand the
(36:28):
importance of it. But I'd love to hear te you
for you, like, what do you think people should you know,
what do you think makes a good intro pitch elevator
pitch that they should start to get really comfortable sharing
over and over again when they're you know, in these experience,
maybe networking or in a room with people that might
(36:49):
be curious about what they do.
Speaker 2 (36:50):
Right, so, gosh, this is always like the bane of
our existence, right, the elevator pitch, the interest. Yes, you know,
it can be really simple. The most important thing is
that it is clear. And we've all been in a
networking situation where we're like, I don't know what that
person does. Your elevator pitch doesn't explain what you do.
(37:11):
It's right away that's a problem. But you know, you
be able to say what you do. You know, maybe
generally who you serve and how you serve them. You know,
the issue is then has to be general, and sometimes
people want to get so specific and then they give
off these lengthy sort of that they're constantly changing. And
(37:32):
at the end of the day, you want to give
the basics. You want it to sound good and crisp,
and you want to spark curiosity so that people know enough,
but they have more questions and they want to reach
out to you and contact you. The whole point is
to get a connection with somebody. It's not to give
somebody a bio so that they don't have to come
(37:52):
back to you for anything. You be like ooh, that's
really interesting what she said. I want to know more
about that. And it's hard, right, and they're always changing, right,
Sometimes we're changing how we feel and how we want
to talk about our businesses. But you know, people need
to know what you do and they need to be
curiosity for them to want to connect with you or
(38:13):
introduce you to somebody.
Speaker 3 (38:15):
Yeah, now, I love that. I think that's so helpful,
especially the who you serre in sparking curiosity, because definitely
all heard people talk about what they do, but then
maybe it gets a little too long winded about the
everything that other people in the industry do wrong, and
then you're like, okay, I got to get out of here,
so this conversation and that's not going to be somebody
that you're going to be like, oh, I'm curious how
(38:37):
that could help me. It really was just kind of
an event. I've heard that before. And then some people
who are basically like, oh, yeah, I just I do this,
and it's not sparking curiosity. It's it's just you know,
maybe it's it's true, it's a fact, but doesn't really
make you think about how they could work with you.
So I think that's something if you haven't worked on
(38:58):
that or you don't you know, you kind of get
stuck when people are like, oh, hey, you know, what
do you do for work? Tell me about your business?
Like if you can't really concisely speak to somebody about that,
that is something that I do think best. Like having
help with that can be super important because there might
be a lot of times when you're when you're in
rooms and if people might not work with you directly,
(39:19):
but they might remember what you do and they might
come across somebody who needs you. Which makes me like,
you are very involved in networking. How has that helped
you in your business in particular? And what do you
think the benefits are for other people who might think
I do work for myself. I'm in my home, I
don't know. You know, I have a website, I have
(39:39):
things out there, but I feel like I'm not getting
a lot of I'm not meeting new people. I'm not
talking to new people. How has networking kind of changed
things for your business and why do you think it's
so important?
Speaker 2 (39:48):
Oh gosh, I love networking. And I know some people
don't love to go out and be with people or whatever,
but so I'm the co leader of a Women's Business
League chapter in Man's Field. And first of all, for me,
I love it. I love the leadership opportunity. I think
that's good for me. I've had opportunities to speak to
our group and that sort of thing. That's a great
(40:09):
confidence fielder for me. And it also is a place
where I can test out, Like, is what I'm saying
really resonating with anybody?
Speaker 4 (40:18):
Right?
Speaker 2 (40:18):
It's a great place for that. If you have a
networking group that you frequent, it's so great for support
or just to throw out some question, some nagging question
that you don't want to just ask anybody, but you
can ask this a group that you're familiar with. But
for me, networking is I think it takes a while.
(40:39):
I think people are like, oh, I went out and
met ten people and two weeks later, no one sent
me any business. Now, and that I've been in business
for seven or eight years, people will come to me
and say, oh, I got your name from so and so,
and I'm like, who, Like, I'm not even one hundred
percent sure, But maybe it's somebody I met three years
ago who's like, oh, I have Beth's name. You need
(41:01):
to call Beth and so it's not only about am
I meeting my clients, it's who are the people a meeting?
Who do they know that I could benefit from knowing?
And it's like, you know, it resonates. It takes a while, right,
It's like an echo. You can just because you meet
(41:23):
somebody today doesn't mean they need you today, and it
doesn't mean their clients need you today. But if you're
fresh in their mind, then you're there for when they're
ready to refer you to somebody or when they need you.
So it's definitely a little bit of a long game,
I feel like networking, but if you keep at it
and you keep in touch with people after you meet them,
(41:45):
it's so beneficial.
Speaker 3 (41:48):
And there's a lot of different networking groups out there.
I know we're in the same networking group. I'm a
member of the one that Beth leads, and there are
some groups that are very focused on referrals and giving
certain numbers of referrals or showing you know that you know.
It does take a little bit of time to figure
out what's the right fit for you. It has to
be somewhere that I think you enjoy going because you
can tell when people don't want to be there or
(42:09):
maybe they don't show up or commit, And so I
do think that that's something that could be worth like exploring,
you know, different ones, but also giving it like a
solid chance to work, because like you said, it's not
always those people. It could be people that they know
or when it comes up that they know you really,
really well. And it's easy to refer you because, like
(42:29):
we said before, people who's starting business do it because
they want to help. People in general want to be helpful, yes, period.
And so if somebody is looking for somebody and they
need they need a therapist, they need a facial, they
need this. I don't do that, but if I know
somebody who does, that's really fantastic. It's very easy for
(42:51):
me to refer somebody else, almost more than it is
for me to be like, hi, I can help.
Speaker 5 (42:55):
You, right, It's like so that kind of can help
build group, especially for us who are very small business,
you know, as far as numbers are concerned, or solo
because we don't have a sales team the way other
corporations might.
Speaker 3 (43:14):
But you can kind of build that slowly if enough
people around you know who you are, who you help,
what you do, and can you know call that to
memory when it comes up. I think, you know, when
you start to get referrals from people, it feels really great.
And also sometimes you get referrals from people you might
not know exactly who they are, but they heard it
(43:35):
from So it's crazy how many people will be like, oh,
let me find somebody to help you, because we just
we do we have that urge to help. So I
think networking, yeah, I think it's super important. I love
that there's different ways to do it. You don't have
to leave the house be virtual. It can be a
person if some of us have maybe missed that, or
like getting out and talking to people. So yeah, it's
(43:59):
a good it's a nice thing that those are there.
And especially if maybe you were somebody who was was
in corporate or had jobs where you had leadership roles
and you're kind of like, I'm just me. It does
have a certain amount of you know, depending on your
role in the networking group or if you don't have one,
building your own to kind of bring out those kind
(44:21):
of leadership roles in those skills that maybe are dormant
that you haven't had to use in a little while
and kind of bringing those back out. So I think
that's such as there's no excuse, I think not to
find something that works for you or fits for you.
But I do want to get back to copywriting because
I think this is an interesting area. I do have
some questions, So what is this? What is a section?
(44:43):
We talked about websites before, we talked about how it
could be a big homepage or a little bit more intricate.
Are there any sections of websites that people get wrong?
And you know, any quick fixes that you could think
people could make if they say, my website's just not
converting people just aren't you know it's not. No one's
talking about it, no one's going there any things that
might be able to be quick fixes for that end.
Speaker 2 (45:06):
So I think your website you have to think about
it as a GPS, right, there has to be a journey.
Like sometimes you see a website and everything is book,
your consultation book, your consultation book, your consultation and it's like, okay,
if you're going to ask somebody to open their wallet,
they're going to need more information. So you know, on
your home page you want to give them directions to
(45:28):
get to different places, right, like you know this you
want to talk a little bit about yourself and be like, okay,
learn more about Misty and then go to the about page.
And the about page is always tricky because some people
want to go right in and start to validate in
their own mind their professionalism and their worth for showing
up here, saying they can take money from people for
(45:50):
doing what they do, and that's boring. You know. If
people want to see your resume, they can go to LinkedIn.
You know, there are certain exceptions where, yes, it is
very important for people to see your credentials. I tend
to move them a little bit lower on the page
if people really want them there. But again, it's a
place for relatability and storytelling. It's a place for you
(46:12):
to show this is my philosophy, and you know this
is how I use that philosophy to help you. The
about page is not about you, it's about them who
show up. So and not that you can't share about yourself,
but first you want to make that connection, and you know,
where do you want them to go from there? You
want them to see, well, I kind of like this person,
(46:34):
how can I work with them? So the next maybe
they're going to go to your services page, right and
see all the things that you do, and that just
needs to be super clear so people aren't like, well,
this has some of those things that this service has,
but what's the difference and how do I choose? And yeah,
they can schedule a call with you to ask you
your advice. But you know, confuse you lose, is what
(46:56):
Donald Kuller says. And so you want people to be
really clear. This is for the person who needs blah
blah blah, yeah, and not too much information because by
the time I get to your services page, you want
them to hit that call to action and I either
schedule to call or book an appointment or pay for
a service.
Speaker 3 (47:14):
So no, I think that's that's really good advice because,
like you said, yeah, a confused mind is going to say, no,
it's just the way we operate to save time. And
you know, I think that that is a nice way for,
you know, for the about page to kind of be
like about this. Your philosophy is all of these things
that you care about, so people could be like, yep,
that's that makes sense to me or I agree, And
(47:35):
then the services should be super clear and it can
evolve as our businesses change and evolve. Those things which
shouldn't have to be static. You know, you could always
move things around, which makes me want to know, how
are you helping people with your services right now? What
are you know? If somebody is listening and they're thinking, yes,
my copy is very boiler played, or I used AI
to develop it, but it's not talking to the right people.
(47:57):
It doesn't sound like my voice, it doesn't feel like me,
or I've changed so much since I started to where
I am now. Yeah, and I want people to feel
that how are you? How are you helping people? And
you know, what is that process like for someone if
they'd like to work with someone like you?
Speaker 2 (48:12):
Right so, I said, one of my popular services I'm
really happy with how this turned out is this messaging
package where people go through this process and then I
comb through it, and then I go back and ask
more questions, and then at the end I provide them
with a document that has a flexible elevator, pitch, a UVP,
a unique value proposition, and then they get a language bank.
(48:35):
And the language bank is a little bit of this
and a little bit of that. It's Oh, here are
some taglines I thought of out of your stuff. Here
are some things you can say to your referral partners,
here are some lines you can use in social media,
here are some things that you could use to talk
to a potential client about your business. And people seem
(48:57):
to really like it, and it's fun for me to do.
So I have that. But in the works, I've been
very I'm concerned, like most people about the economy, and
you know what, if you need help on your website
and you just aren't feeling comfortable spending the money, you
(49:17):
might have it, but just the underlying like learn about
what's happening. And so I am putting the finishing touches on,
like a ninety minute consulting session. You know, I have
not only my copywriter, but I owned a brick and
mortar business. When I was younger, I was in the
beauty industry. I was a salon educator, I work in sales.
(49:40):
I have really varied business experience, and I feel like
that could be really useful for somebody who's like I
don't I can't pay the whole kit and kaboodle, or
I really want to have a little control over what's happening.
I think that that's a really nice option for people
to be able to get some consulting, and I'm sure
(50:02):
you find this too. We all coach, I think, in
our jobs to a certain level. But this, I think
takes it up and not just is more like no,
I think this is the trend, and this is more
like what you should be doing. It's more you know,
direction from me as the expert right here in the
experienced business person, rather than saying, oh, what do you
(50:24):
think you should write? Right? Yeah, you don't need to
be on a call with me if that's what I'm
asking you.
Speaker 3 (50:29):
So no, I think that's great. I think there's a
lot of people that do have different, different needs at
different times. And I do think you know, being an
entrepreneur a business owner, especially when things come up, there
is not always you know someone to talk to that understands.
Because you say you want to talk to your spouse
or you're a best friend, they might not be. They
want to keep you exactly where you are in safe
(50:52):
and that might not mean putting yourself out there in
a different way or trying this new idea or marketing
probably won't. So if you don't have that networking group
or you don't have that group of people, I think
that that's such a nice thing to offer to have
that kind of nine, even like in depth consultation where
you could talk to somebody who's not you that might
(51:13):
be able to think about certain things that could be helpful.
Because it's that's where I think the networking groups and
knowing people knowing you can be so helpful because it's
not always going to be our our best friends or
our family who help us make these different decisions in
our business or take it to another level because they
see they haven't done that.
Speaker 5 (51:35):
They likely where you are and they're biased and devinated,
rightly biased.
Speaker 3 (51:40):
So such a good idea. And how can people find
you back if they want to learn more about you?
Follow you on social media, get your newsletter and learn
more about about your work.
Speaker 2 (51:49):
Yeah, so my website is That's a Spade dot com
and I am on Facebook and Instagram as That's a
Spade and on LinkedIn as Beth canos awesome.
Speaker 3 (52:01):
And can you tell us quickly before we go by
the name of the business.
Speaker 2 (52:05):
Ah. So it's in honor of my dad who raised me.
He was a very direct and compassionate communicator and he
used to say it all the time. Let's call spade
a spade. You know, let's talk about this difficult thing,
rip the band aid off, all that stuff, and yeah,
so that's where it comes from.
Speaker 3 (52:25):
I love it all right, Well, thank you Beth for sharing.
I do think yes, if you if you're concerned about
this economy you are, and you're a business owner, you're
an entrepreneur, you're trying to work through this and you
feel like everything's starting to sound the same, or you're
trying to figure out why to do it. I do
feel like that the closer you get to being authentic,
to being genuinely that is what's going to help you
(52:46):
stand out. That is going to help make you more money.
It is not blending into everybody else. It is not
pulling things in the Internet and trying to make it
look like it's yours. I really feel like people are
seeing through it, and people are just going to get
better at detecting what's real and what's not. So if
you're looking to improve your content, your voice, your story,
and your communication, definitely go follow Beth, go to the website,
(53:06):
check her out. She's definitely helping people communicate with other people,
and that's just going to help you as a business owner.
So thank you so much for coming on. Thank you
for coming back, and if you want to listen to
that's first episode where we talked about copywriting and a
little bit more depth, or any other episode of the podcast,
head over to mis d Lynch dot com. I'd love
for you to connect and obviously, if you like this podcast,
(53:26):
please subscribe and share it, and thank you so much
for listening, and we'll talk again next week. Thank you
for joining us on another insightful episode of Demistifying Money.
If you enjoyed this episode, please subscribe, rate, and leave
a review. Stay tuned for more engaging conversations on our
next episode, and remember knowledge is the key to financial empowerment.
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