October 18, 2023 • 22 mins
Ever dreamed of scaling your business with ease and confidence?
Today, 10 Minute Marketing shares the microphone with Dallas Travers, podcaster and founder of The Hive, a mastermind in attracting paying clients, building lists, and expanding businesses through courses. She's opening up about her unique Ripple Effect System - a step-by-step process that layers business growth, starting with private clients. Dallas emphasizes the importance of community in successful scaling, giving us a glimpse into her methodology and the three metrics she uses to measure readiness for the next phase.
We also pick Dallas's brain on another topic she's excelled in: podcasting! She shares the behind-the-scenes of her podcasting journey, laying out how she crafts intros, creates engaging social media content, and delegates tasks to her stellar team. More than just techniques, Dallas delves into the significance of bringing a podcast to life and how it's been a game-changer for her business.
But it's not all business - Dallas gets personal too, revealing the story behind her unique name, her non-negotiables in life, and a thought-provoking piece of advice from her daughter's kindergarten teacher. Get ready for a captivating chat that strikes a balance between professional insights and genuine human connection. So tune in, because you're about to understand why leading with your values can make all the difference.
Plus, as a special treat for our listeners, take Dallas' The Coach's SuperPower Quiz - 90 seconds to uncover the precise next steps to find paying clients, build your list, or scale with a course. You'll receive a custom toolkit based on your strengths instead of a one-size-fits-all formula!
About Dallas Travers
If you're a coach who serves everyday people, you need to know Dallas Travers. Her Ripple Effect System teaches the exact steps to attract paying clients, build your list daily, then scale your business with a course so you never again have to ask, "what should I do today?"
Learn more about Dallas and follow her on Instagram.
Listen to Dallas' Coaches on a Mission podcast.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Sonja Crystal Williams (00:11):
Hi everyone, Welcome to today's
episode of 10 Minute Marketing.
I'm your host, Sonja CrystalWilliams, and joining me today I
have Dallas Travers of The Hive.
Hi Dallas, thank you for beinghere.
Dallas Travers (00:23):
Oh, Sonja, thanks for the invite.
I'm excited to dig in.
Sonja Crystal Willia (00:26):
Absolutely so.
I want to share a littlebackground about Dallas for
those of you listening,especially if you're a coach,
because you are in for a treat.
So listen, if you're a coachthat serves everyday people, you
need to know Dallas Travers.
Her Ripple Effects Systemteaches you the exact steps to
attract paying clients, buildyour list daily and then scale
your business with a course, soyou never, ever, ever, have to
(00:49):
ask again what should I do today?
All right, so let's dig in.
So, Dallas, I want to talk moreabout your program and that
system that you have in place,and I kind of want to lead with
two questions, one being justhow did you start The Hive in
the first place?
And two, because you workspecifically with coaches, how
(01:09):
did you even get into focusingon coaches as a niche?
Dallas Travers (01:12):
Sure, thank you.
All right, so I'm going to.
If it's okay, I'm going toanswer the second question first
, because I think it'll leadinto the first one.
Yes, okay, so mainly okay.
My very first business was amarketing service for actors.
Then that just kind of evolvedinto coaching actors, because
(01:32):
I'm not a former actor.
I was an excellent career coachfor them because I didn't know
the rules, so right.
So then I was just usingentrepreneurial skills and my
own creative resourcefulness.
Anyhow, I was helping actorsget a lot of really incredible
results, and by that I meanhelping them find representation
.
They were booking work on theirown, they were producing their
(01:53):
own projects.
It was a really, reallyexciting.
Sonja Crystal Williams (01:56):
They have to pitch themselves, kind
of you know no different thanentrepreneurs.
They've got to get out there,it's no different?
Dallas Travers (02:01):
Yeah, it's no different, except actors face
rejection more blatantly right,like in a more palpable way
Right.
Sonja Crystal Williams (02:10):
It's not an email that you just never
got back, or a phone call it'slike no, we don't want you, so
yeah.
Dallas Travers (02:16):
Yeah, yeah, and we don't want you either because
of your talent or the way youlook.
So it's, it's brutal.
It's brutal, yeah, wow, anyhow.
So, and I loved doing that workso much.
And I loved working with actorsbecause I would say 99% of the
actors I met really were actingbecause they felt like it was
(02:36):
what they were plopped on planetearth to do.
It was purposeful work for them.
That's also why I like workingwith coaches.
They have had some sort oflived experience, some sort of
transformation on their own,which led them down the path to
coaching, and it's their purposeto help other people.
So there are a lot ofsimilarities.
I love that.
But my business became prettysuccessful working with actors.
(02:58):
I kind of started a cottageindustry that didn't really
exist, and so coaches startedtapping me on the shoulder to
say, hey, could you show me howyou did that?
So, kind of on the down low, Istarted mentoring other coaches,
just one to one, out as I wasleading my business serving
actors and, as theentrepreneurial journey often
(03:21):
goes, I, my own evolution led meto, in 2018, actually shutting
my doors on the work I do withactors and mentoring coaches
solely.
Wow.
So, and I started The Hive.
So you mentioned the RippleEffect System, which is the
practice that I teach inside ofThe Hive.
The Ripple Effect System is allabout building your business out
(03:43):
in layers, and the first layer,Sonja, is just private clients,
like clients on tap.
You know exactly what to do, soyou're not worried about
clients leaving or where thenext client will come from.
Okay, so that's what I did whenI was serving coaches, right?
I got private clients first,and then that grew into power
groups, which for me is a groupof four, right?
(04:04):
So very small group coachingand I just over time, was able
to develop and test a bunch ofdifferent tools and strategies
with these clients.
So I had a library of contentthat I'd been using with them,
and then it just felt like itwas time to scale and and serve
people in a deeper way, but alsoin a broader way, and that's
(04:28):
how The Hive was born.
Wow, yeah.
Sonja Crystal Williams (04:31):
You know , I think that's a good point
and that's really cool to hearabout how that ripple effect
system works and the idea oflayers, because I know when I'm
in conversation with coaches,therapists, consultants you know
people in those types of rolesthat are working with groups of
people.
They do start private, butusually you'll hear the goal is
(04:55):
I want to build a community andnowadays, with so much being
available online, thosecommunities don't have to be in
person.
They can be virtual and theycan be global.
So that really makes a lot ofsense in terms of how that
system works.
Dallas Travers (05:10):
Thank you, and I find is a lot of coaches.
They just see I'm going to callit hype and I don't mean to
sound negative, but differently,in the online space we are told
the idea of scaling yes.
So a lot of coaches I know buya course about scaling and
realize they don't actually havethe confidence or the expertise
(05:32):
or you mentioned the communityfirst in order to scale
successfully.
So the kind of high, slowerburn in the day to day, but
actually over time it's muchfaster because you're doing
things in order.
Sonja Crystal Williams (05:45):
Yeah, and then another part of the
system that you mentioned isthat there's eventually helping
them get to the place where theycan launch baby a course, and
they're building their list andmoving along like that.
How did it get to that spacewhere you can look at a client
and say, all right, you're ready, let's.
Let's move into the next phaseof preparing you to launch a
(06:08):
course?
Dallas Travers (06:10):
Yeah.
So I think there there are.
I'll talk about three metrics.
The first one is social proof.
So inside the hive we develop asignature system and every
coach has one.
Most of us just don't realizewe have one.
It's the milestones thatclients tend to reach through
(06:30):
their journey working with us,and so what we need to do is
identify that signature systemand road test it with real
people so that we begin tounderstand what's the mindset
that comes up for a client whenthey hit a certain milestone,
what's the obstacle that tendsto follow that milestone.
We really get an experientially, we get the full framework
(06:56):
through working with privateclients that then informs the
content for your course.
So you've got to have asignature system that is proven
to work, I would say with atleast six people, ok.
The other piece that I think isa really important metric is a
mailing list of 1,000 to 1,200subscribers.
That's because, when you look atthe metrics with online
(07:18):
marketing, typically 1% to 3% ofyour email subscribers will
invest in any scaled offeringthat you offer.
That's not the case withprivate clients.
You can have no mailing listand a full private client roster
, but when we're scaling, thattends to be the number.
So if you have a mailing listof I'm going to make math easy
(07:41):
for myself 1,000 people, 1% ofthat is 10 students in your
course.
Wow, any less than that and youcan start to feel kind of like
a failure.
If you have a mailing list of500, that means five people
getting in your course and for alot of coaches that is not
worth the work.
So you can set the launch up tobe successful by building a big
(08:01):
enough community.
And then I think the thirdpiece is just confidence.
And confidence comes throughputting in the work, devoting
the time, gathering successstories and testimonials and
really experiencing yourselfrunning a business that feels
real.
Sonja Crystal Williams (08:21):
Wow, you hit on so many great points and
I just want to recap on thatfor everyone listening, because
you just laid out a verytangible way to almost kind of
give yourself that litmus testlike am I ready for this?
Through having those threeitems ready and the confidence
being a huge part of it.
(08:42):
Now, confidence isn't exactlytaught, right?
You can't teach it People.
You have it or you don't haveit.
You develop it or it doesn'tdevelop.
I want to ask you, just throughyour own personal journey, like
what were some of themilestones or moments that you
(09:04):
felt like this is helping buildmy confidence, even if it was
before, when you were on thecoaching side, working with
actors?
Dallas Travers (09:11):
Yeah, that's such a good question.
Also, confidence is not apermanent state.
I had to put weird barrettes inmy hair today because my hair
was not doing what I wanted itto, so my confidence is not
where it was yesterday justbecause of my hairdo.
So confidence is a movingtarget for sure.
Sonja Crystal Williams (09:31):
Well, it's around.
Yeah, that's true.
Dallas Travers (09:34):
As I heard you reflect that back to me and I
appreciate the question so much.
Maybe a better word forconfidence is self-trust,
because I may not feel confidenttoday, but I can look back at
my track record at other momentswhen I doubted myself and see
how I responded, and be able totrust myself to show up today,
(09:57):
yeah.
So for me, I think self-trustis key and the way that I anchor
into self-trust is by makingevery decision through my values
.
Right, I think we can trustourselves more when we let our
values lead us, and Values Italk about this a lot but values
, for me, make every decisionObvious, but not easy.
Sonja Crystal Williams (10:21):
Yeah right.
Dallas Travers (10:22):
I know exactly what I, what I will do, and it
doesn't always mean it's theright path.
So how do we cultivateconfidence or self-trust?
Again, those things I mentionedpractice, putting in the work,
doing the time, but also leadingwith your values, yeah, which
is easier said than donesometimes, right?
Sonja Crystal Williams (10:42):
No, this is good it's.
It's because mindset is a bigpart of everything we do as
entrepreneurs and I think yeah,that's a great word self-trust
that we have to have it.
I was having this conversationWith someone else and the in the
same group that you and I metin, and that conversation was
truly around like, what are thethings that you do to create
(11:03):
self-trust, and then whathappens if that trust is broken?
Now do you repair it foryourself, not even trust with
other people.
So I think that is a reallyhuge part of owning and
operating a business that youreally want to scale and grow
over time.
Dallas Travers (11:17):
Yeah, yeah.
And for me, self-trust is aboutI know I'm gonna come back
Right and I I trust myselfenough to know that, even if I
sleep all day tomorrow and eatice cream for dinner, I'm gonna
come back around right soself-trust isn't about being
trust worthy even all the timeright.
It's about knowing that when,when we fall, we will get back
(11:40):
up.
Sonja Crystal Williams (11:40):
Yeah, we're not perfect, Wow, Okay.
So let's let's talk a littlebit more, as we can kind of
continue to peek around thecurtain.
So you've shared some thingsabout the Ripple Effect System
and how that works within yourgroup The Hive.
Let's talk also just a littlebit about as you've grown your
business since 2018, you startedand you've now looks like been
on about a five-year journey.
(12:02):
What are some of the ways?
I guess are channels, and Ithink for you we've talked about
your podcast being one of thembut what do you feel like has
really contributed to yourgrowth and your success as
you've been growing yourcommunity?
Dallas Travers (12:17):
Thank you for the question.
If I had to pick one marketingchannel that has made the
biggest impact on my confidence,my client attraction, my bottom
line, all of the things, 100%is my podcast, and if you would
have told me three years agothat that would be what I would
be telling you right now, Iwould not have believed you.
(12:38):
If I had a regret, it would bethat I didn't start a podcast
sooner.
Yeah, it launched the summer of2020.
Okay, and this is true math.
100% of the people who applyfor and join The Hive actually
come through my podcast.
Sonja Crystal Williams (12:57):
Wow, oh boy, okay, you got to spill some
secrets.
How does that happen?
Dallas Travers (13:01):
Dallas, yeah, Okay, so a couple of simple
things.
The most important one is, forme, the format of the podcast.
I call it podcasting for lazypeople because I don't have to
do any prep.
Yeah right, there's my nextlead magnet.
So the format of my podcast isactually me coaching Hive
(13:24):
members.
So the reason that the podcast,I think, is such a lead driver
is every listener hears me inaction.
They see themselves reflectedin the person that I'm coaching.
Sonja Crystal Williams (13:40):
Yeah.
Dallas Travers (13:41):
And they leave every episode with tangible
actions that they can take.
So when folks come to a salescall, it's funny because
sometimes I'll even say whatquestions do you have about the
Hive?
And their answer is I have noquestions.
I listen to your podcast andI'm like well, okay, you do have
questions, let's talk about it,but it's because they really
(14:02):
are in the experience of workingwith me and the format I think
for any coach coaching as apodcast format is I highly
recommend it.
The other thing that I do is myweekly social media content is
built around the podcast topicevery week.
Okay, because all roads for melead to the podcast.
(14:26):
If you listen to the podcast,it's a matter of time until you
either stop listening becauseI'm not your coach, yeah or you
come into my program.
So we all of our marketing justleads people back to listening
to the show.
And then I have commercials.
This is the third thingeveryone could apply.
I have commercials on the showfor my lead magnets, which is
(14:49):
not revolutionary.
A lot of podcasts do that rightnow.
The podcast not only is thisgreat experiential marketing
tool, but it does drive leads tomy mailing list.
Sonja Crystal Williams (15:02):
Wow.
Who came up with the idea oflaunching the podcast?
Did you hear about podcasts andone day say, look, I think I
should start it?
Or did a coach or mentor sharethat with you.
Dallas Travers (15:11):
That's a great question.
I was in a mastermind and itwas actually shout out to Allie
Ball.
She's been my accountabilitypartner since we're going on
four years now.
We meet every Monday for fouryears.
She was a total stranger to me,but I met her inside of a
program and she had a podcast,so I just saw that I trust her
(15:32):
and I saw that what an impact itwas making for her.
I just didn't want to have tocraft episodes and I didn't feel
like having guest experts wouldreally accomplish the goal I
wanted to accomplish with apodcast.
And then it was just through aconversation with some peers
where the idea of coaching onthe show became the format and
(15:55):
then I was able to run with itpretty quickly from there.
Sonja Crystal Williams (15:58):
All right.
One more question about thepodcast, which is how do you?
You're the, in a sense, thetalent, you are on the podcast,
you're the host, you're hostingthe calls.
What's happening behind thescenes?
Do you have a marketing team?
Do you have a VA?
Are you doing it?
What happens on the backside ofthat?
Dallas Travers (16:18):
Yeah, so we have a very tight SOP standard
operating procedure for thepodcast.
My podcast producer her name isSuzy she from the moment
someone applies to be on theshow until the moment the
episode airs, she handles all ofthat.
(16:39):
I couldn't even begin to tellyou what actually happened.
Sonja Crystal Williams (16:42):
That's where you want to be.
Dallas Travers (16:45):
Yeah, so she handles all of that.
I do craft.
I write the intros for the showI, and then I and then I craft
the social media content andthen delegate that to a VA who
posts it.
But in terms of the production,that was the other thing that
held me back.
Actually, I just couldn't,didn't feel like I could take
the project on yeah, and then Irealized, oh, I shouldn't, I
(17:08):
just need to show up and coachand then hire someone who can
run through the tape and bringthe podcast to people's earbuds.
Sonja Crystal Williams (17:15):
Got it.
Wow, what a great system.
Wow, I mean it's.
I think it just makes so muchsense and I'm so happy to hear
how your community has and isgrowing, so that is awesome.
Okay, I'm going to shift usinto our lightning round, so I'm
going to ask questions, just afew more, and these ones you can
give rapid doesn't have to beone word responses, but rapid
(17:37):
responses.
So I'm going to start with myfirst one, which is the story
behind the name Dallas.
I've met Austins, I've metBrooklyns, I've met you know,
but I haven't met a Dallas.
What's the story there?
Dallas Travers (17:51):
So I was born.
I'm 46.
I was born in January 1977.
The soap opera premiered inSeptember of 1976.
So you cannot tell me that I amnot named after that show.
My mom will not admit it but Ireally believe it was in.
It was like in the zeitgeistRight.
But when I was born I wasactually named Brandy for I
(18:12):
don't know 10 minutes orsomething.
And then my mom looked down.
They left her alone with me andshe looked down and thought
this is not a brandy, I'm goingto name this kid Dallas.
And it was quite controversial.
Her mom could not stand my name.
But I feel more like a Dallasthan Brandy and I don't mind
being named after a televisionshow.
It's fine.
Sonja Crystal Williams (18:29):
I think it's super cool and that was an
awesome show, so very cool, ok.
Next question what's somethingyou can't live without?
Dallas Travers (18:42):
I'm embarrassed to answer this, but the answer
truly is Keith Morrison andDateline podcasts.
Yeah, that's, and I'm not.
I'm going to try to explainmyself.
There's my answer.
Sonja Crystal Williams (18:54):
We go with it.
All right.
All right, cool, all right.
What's one piece of advice?
It could be career, it could bepersonal, it could be health
related, just anything.
Just something really goodadvice that someone's given you.
Dallas Travers (19:12):
My daughter's kindergarten teacher said to us
once and I can't even reallyremember the context, but she
said your children, what yourchildren care about the most is
that you're striving.
They don't care that you'regetting it right, they care that
you're striving every day.
And I really took that to heartand I say it often to my
(19:34):
clients about how their clientsactually feel too.
What they care about most isthat they see us striving,
that's good, that's good,universal stuff.
Sonja Crystal Williams (19:45):
You never know if you get the best
or most memorable advice from?
Yeah, very cool, all right.
One more question on the on thetopic of advice for people who
are kind of your peers and youmentioned even meeting with an
accountability partner, supercool.
So you all are kind of bouncing, I'm sure, thoughts and ideas
(20:06):
off of each other.
But just other business ownerswho are several years into the
business, like yourself, or onthe second go round of having
another business, what's a pieceof advice that you would impart
upon them based on your ownjourney and experience?
Dallas Travers (20:23):
Look for ways to practice unscalable marketing,
unscalable, unscalable marketing.
It's especially with AI and allof the things that are funnels
and all of the things right.
People crave a personalconnection.
What I find is the unscalablemarketing acts like a voice
message, DM right or hosting myown sales calls.
(20:45):
These things are the highestconverting and therefore
actually take less time toproduce better, to produce
better results than a lot of theautomations that I have in
place.
I love that, and that's CarriePerry who told me that she's a
social media coach and I followin her footsteps.
Sonja Crystal Williams (21:08):
All right, good, good, good advice,
all right.
So, Dallas, if people want tofind out more about the program
that you have in place and Ithink you also have a free guide
, but any resources that youwant to share, that we can drop
in the show notes for ourlisteners and how people can
find you.
Dallas Travers (21:25):
Yeah, sure, so we're on a podcast.
If you like podcasts, come andsubscribe to mine.
It's called Coaches On AMission.
That's the best place to get alot of juicy knowledge from me,
and then, if you have anyquestions, you can hit me up on
Instagram.
My Instagram handle is@dallastraversbizmentor.
Sonja Crystal Williams (21:47):
All right, awesome, Dallas.
Thank you again so much forbeing here today, for sharing
some of your secrets around howpodcasting has been effective
for you, and maybe we'll have tohave you back sometime in the
future.
And yes, everyone, please.
I'll drop a link to Coaches OnA Mission, the podcast.
I've been listening to it and Ithink it's absolutely awesome.
So thanks for being here today.
Dallas Travers (22:07):
Thanks for having me.
Sonja Crystal Williams (22:18):
All right.
Hi everyone, Welcome to today's
episode of 10 Minute Marketing.
I'm your host, Sonja CrystalWilliams, and joining me today I
have Dallas Travers of The Hive.
Hi Dallas, thank you for beinghere.
Dallas Travers (00:23):
Oh, Sonja, thanks for the invite.
I'm excited to dig in.
Sonja Crystal Willia (00:26):
Absolutely so.
I want to share a littlebackground about Dallas for
those of you listening,especially if you're a coach,
because you are in for a treat.
So listen, if you're a coachthat serves everyday people, you
need to know Dallas Travers.
Her Ripple Effects Systemteaches you the exact steps to
attract paying clients, buildyour list daily and then scale
your business with a course, soyou never, ever, ever, have to
(00:49):
ask again what should I do today?
All right, so let's dig in.
So, Dallas, I want to talk moreabout your program and that
system that you have in place,and I kind of want to lead with
two questions, one being justhow did you start The Hive in
the first place?
And two, because you workspecifically with coaches, how
(01:09):
did you even get into focusingon coaches as a niche?
Dallas Travers (01:12):
Sure, thank you.
All right, so I'm going to.
If it's okay, I'm going toanswer the second question first
, because I think it'll leadinto the first one.
Yes, okay, so mainly okay.
My very first business was amarketing service for actors.
Then that just kind of evolvedinto coaching actors, because
(01:32):
I'm not a former actor.
I was an excellent career coachfor them because I didn't know
the rules, so right.
So then I was just usingentrepreneurial skills and my
own creative resourcefulness.
Anyhow, I was helping actorsget a lot of really incredible
results, and by that I meanhelping them find representation
.
They were booking work on theirown, they were producing their
(01:53):
own projects.
It was a really, reallyexciting.
Sonja Crystal Williams (01:56):
They have to pitch themselves, kind
of you know no different thanentrepreneurs.
They've got to get out there,it's no different?
Dallas Travers (02:01):
Yeah, it's no different, except actors face
rejection more blatantly right,like in a more palpable way
Right.
Sonja Crystal Williams (02:10):
It's not an email that you just never
got back, or a phone call it'slike no, we don't want you, so
yeah.
Dallas Travers (02:16):
Yeah, yeah, and we don't want you either because
of your talent or the way youlook.
So it's, it's brutal.
It's brutal, yeah, wow, anyhow.
So, and I loved doing that workso much.
And I loved working with actorsbecause I would say 99% of the
actors I met really were actingbecause they felt like it was
(02:36):
what they were plopped on planetearth to do.
It was purposeful work for them.
That's also why I like workingwith coaches.
They have had some sort oflived experience, some sort of
transformation on their own,which led them down the path to
coaching, and it's their purposeto help other people.
So there are a lot ofsimilarities.
I love that.
But my business became prettysuccessful working with actors.
(02:58):
I kind of started a cottageindustry that didn't really
exist, and so coaches startedtapping me on the shoulder to
say, hey, could you show me howyou did that?
So, kind of on the down low, Istarted mentoring other coaches,
just one to one, out as I wasleading my business serving
actors and, as theentrepreneurial journey often
(03:21):
goes, I, my own evolution led meto, in 2018, actually shutting
my doors on the work I do withactors and mentoring coaches
solely.
Wow.
So, and I started The Hive.
So you mentioned the RippleEffect System, which is the
practice that I teach inside ofThe Hive.
The Ripple Effect System is allabout building your business out
(03:43):
in layers, and the first layer,Sonja, is just private clients,
like clients on tap.
You know exactly what to do, soyou're not worried about
clients leaving or where thenext client will come from.
Okay, so that's what I did whenI was serving coaches, right?
I got private clients first,and then that grew into power
groups, which for me is a groupof four, right?
(04:04):
So very small group coachingand I just over time, was able
to develop and test a bunch ofdifferent tools and strategies
with these clients.
So I had a library of contentthat I'd been using with them,
and then it just felt like itwas time to scale and and serve
people in a deeper way, but alsoin a broader way, and that's
(04:28):
how The Hive was born.
Wow, yeah.
Sonja Crystal Williams (04:31):
You know , I think that's a good point
and that's really cool to hearabout how that ripple effect
system works and the idea oflayers, because I know when I'm
in conversation with coaches,therapists, consultants you know
people in those types of rolesthat are working with groups of
people.
They do start private, butusually you'll hear the goal is
(04:55):
I want to build a community andnowadays, with so much being
available online, thosecommunities don't have to be in
person.
They can be virtual and theycan be global.
So that really makes a lot ofsense in terms of how that
system works.
Dallas Travers (05:10):
Thank you, and I find is a lot of coaches.
They just see I'm going to callit hype and I don't mean to
sound negative, but differently,in the online space we are told
the idea of scaling yes.
So a lot of coaches I know buya course about scaling and
realize they don't actually havethe confidence or the expertise
(05:32):
or you mentioned the communityfirst in order to scale
successfully.
So the kind of high, slowerburn in the day to day, but
actually over time it's muchfaster because you're doing
things in order.
Sonja Crystal Williams (05:45):
Yeah, and then another part of the
system that you mentioned isthat there's eventually helping
them get to the place where theycan launch baby a course, and
they're building their list andmoving along like that.
How did it get to that spacewhere you can look at a client
and say, all right, you're ready, let's.
Let's move into the next phaseof preparing you to launch a
(06:08):
course?
Dallas Travers (06:10):
Yeah.
So I think there there are.
I'll talk about three metrics.
The first one is social proof.
So inside the hive we develop asignature system and every
coach has one.
Most of us just don't realizewe have one.
It's the milestones thatclients tend to reach through
(06:30):
their journey working with us,and so what we need to do is
identify that signature systemand road test it with real
people so that we begin tounderstand what's the mindset
that comes up for a client whenthey hit a certain milestone,
what's the obstacle that tendsto follow that milestone.
We really get an experientially, we get the full framework
(06:56):
through working with privateclients that then informs the
content for your course.
So you've got to have asignature system that is proven
to work, I would say with atleast six people, ok.
The other piece that I think isa really important metric is a
mailing list of 1,000 to 1,200subscribers.
That's because, when you look atthe metrics with online
(07:18):
marketing, typically 1% to 3% ofyour email subscribers will
invest in any scaled offeringthat you offer.
That's not the case withprivate clients.
You can have no mailing listand a full private client roster
, but when we're scaling, thattends to be the number.
So if you have a mailing listof I'm going to make math easy
(07:41):
for myself 1,000 people, 1% ofthat is 10 students in your
course.
Wow, any less than that and youcan start to feel kind of like
a failure.
If you have a mailing list of500, that means five people
getting in your course and for alot of coaches that is not
worth the work.
So you can set the launch up tobe successful by building a big
(08:01):
enough community.
And then I think the thirdpiece is just confidence.
And confidence comes throughputting in the work, devoting
the time, gathering successstories and testimonials and
really experiencing yourselfrunning a business that feels
real.
Sonja Crystal Williams (08:21):
Wow, you hit on so many great points and
I just want to recap on thatfor everyone listening, because
you just laid out a verytangible way to almost kind of
give yourself that litmus testlike am I ready for this?
Through having those threeitems ready and the confidence
being a huge part of it.
(08:42):
Now, confidence isn't exactlytaught, right?
You can't teach it People.
You have it or you don't haveit.
You develop it or it doesn'tdevelop.
I want to ask you, just throughyour own personal journey, like
what were some of themilestones or moments that you
(09:04):
felt like this is helping buildmy confidence, even if it was
before, when you were on thecoaching side, working with
actors?
Dallas Travers (09:11):
Yeah, that's such a good question.
Also, confidence is not apermanent state.
I had to put weird barrettes inmy hair today because my hair
was not doing what I wanted itto, so my confidence is not
where it was yesterday justbecause of my hairdo.
So confidence is a movingtarget for sure.
Sonja Crystal Williams (09:31):
Well, it's around.
Yeah, that's true.
Dallas Travers (09:34):
As I heard you reflect that back to me and I
appreciate the question so much.
Maybe a better word forconfidence is self-trust,
because I may not feel confidenttoday, but I can look back at
my track record at other momentswhen I doubted myself and see
how I responded, and be able totrust myself to show up today,
(09:57):
yeah.
So for me, I think self-trustis key and the way that I anchor
into self-trust is by makingevery decision through my values
.
Right, I think we can trustourselves more when we let our
values lead us, and Values Italk about this a lot but values
, for me, make every decisionObvious, but not easy.
Sonja Crystal Williams (10:21):
Yeah right.
Dallas Travers (10:22):
I know exactly what I, what I will do, and it
doesn't always mean it's theright path.
So how do we cultivateconfidence or self-trust?
Again, those things I mentionedpractice, putting in the work,
doing the time, but also leadingwith your values, yeah, which
is easier said than donesometimes, right?
Sonja Crystal Williams (10:42):
No, this is good it's.
It's because mindset is a bigpart of everything we do as
entrepreneurs and I think yeah,that's a great word self-trust
that we have to have it.
I was having this conversationWith someone else and the in the
same group that you and I metin, and that conversation was
truly around like, what are thethings that you do to create
(11:03):
self-trust, and then whathappens if that trust is broken?
Now do you repair it foryourself, not even trust with
other people.
So I think that is a reallyhuge part of owning and
operating a business that youreally want to scale and grow
over time.
Dallas Travers (11:17):
Yeah, yeah.
And for me, self-trust is aboutI know I'm gonna come back
Right and I I trust myselfenough to know that, even if I
sleep all day tomorrow and eatice cream for dinner, I'm gonna
come back around right soself-trust isn't about being
trust worthy even all the timeright.
It's about knowing that when,when we fall, we will get back
(11:40):
up.
Sonja Crystal Williams (11:40):
Yeah, we're not perfect, Wow, Okay.
So let's let's talk a littlebit more, as we can kind of
continue to peek around thecurtain.
So you've shared some thingsabout the Ripple Effect System
and how that works within yourgroup The Hive.
Let's talk also just a littlebit about as you've grown your
business since 2018, you startedand you've now looks like been
on about a five-year journey.
(12:02):
What are some of the ways?
I guess are channels, and Ithink for you we've talked about
your podcast being one of thembut what do you feel like has
really contributed to yourgrowth and your success as
you've been growing yourcommunity?
Dallas Travers (12:17):
Thank you for the question.
If I had to pick one marketingchannel that has made the
biggest impact on my confidence,my client attraction, my bottom
line, all of the things, 100%is my podcast, and if you would
have told me three years agothat that would be what I would
be telling you right now, Iwould not have believed you.
(12:38):
If I had a regret, it would bethat I didn't start a podcast
sooner.
Yeah, it launched the summer of2020.
Okay, and this is true math.
100% of the people who applyfor and join The Hive actually
come through my podcast.
Sonja Crystal Williams (12:57):
Wow, oh boy, okay, you got to spill some
secrets.
How does that happen?
Dallas Travers (13:01):
Dallas, yeah, Okay, so a couple of simple
things.
The most important one is, forme, the format of the podcast.
I call it podcasting for lazypeople because I don't have to
do any prep.
Yeah right, there's my nextlead magnet.
So the format of my podcast isactually me coaching Hive
(13:24):
members.
So the reason that the podcast,I think, is such a lead driver
is every listener hears me inaction.
They see themselves reflectedin the person that I'm coaching.
Sonja Crystal Williams (13:40):
Yeah.
Dallas Travers (13:41):
And they leave every episode with tangible
actions that they can take.
So when folks come to a salescall, it's funny because
sometimes I'll even say whatquestions do you have about the
Hive?
And their answer is I have noquestions.
I listen to your podcast andI'm like well, okay, you do have
questions, let's talk about it,but it's because they really
(14:02):
are in the experience of workingwith me and the format I think
for any coach coaching as apodcast format is I highly
recommend it.
The other thing that I do is myweekly social media content is
built around the podcast topicevery week.
Okay, because all roads for melead to the podcast.
(14:26):
If you listen to the podcast,it's a matter of time until you
either stop listening becauseI'm not your coach, yeah or you
come into my program.
So we all of our marketing justleads people back to listening
to the show.
And then I have commercials.
This is the third thingeveryone could apply.
I have commercials on the showfor my lead magnets, which is
(14:49):
not revolutionary.
A lot of podcasts do that rightnow.
The podcast not only is thisgreat experiential marketing
tool, but it does drive leads tomy mailing list.
Sonja Crystal Williams (15:02):
Wow.
Who came up with the idea oflaunching the podcast?
Did you hear about podcasts andone day say, look, I think I
should start it?
Or did a coach or mentor sharethat with you.
Dallas Travers (15:11):
That's a great question.
I was in a mastermind and itwas actually shout out to Allie
Ball.
She's been my accountabilitypartner since we're going on
four years now.
We meet every Monday for fouryears.
She was a total stranger to me,but I met her inside of a
program and she had a podcast,so I just saw that I trust her
(15:32):
and I saw that what an impact itwas making for her.
I just didn't want to have tocraft episodes and I didn't feel
like having guest experts wouldreally accomplish the goal I
wanted to accomplish with apodcast.
And then it was just through aconversation with some peers
where the idea of coaching onthe show became the format and
(15:55):
then I was able to run with itpretty quickly from there.
Sonja Crystal Williams (15:58):
All right.
One more question about thepodcast, which is how do you?
You're the, in a sense, thetalent, you are on the podcast,
you're the host, you're hostingthe calls.
What's happening behind thescenes?
Do you have a marketing team?
Do you have a VA?
Are you doing it?
What happens on the backside ofthat?
Dallas Travers (16:18):
Yeah, so we have a very tight SOP standard
operating procedure for thepodcast.
My podcast producer her name isSuzy she from the moment
someone applies to be on theshow until the moment the
episode airs, she handles all ofthat.
(16:39):
I couldn't even begin to tellyou what actually happened.
Sonja Crystal Williams (16:42):
That's where you want to be.
Dallas Travers (16:45):
Yeah, so she handles all of that.
I do craft.
I write the intros for the showI, and then I and then I craft
the social media content andthen delegate that to a VA who
posts it.
But in terms of the production,that was the other thing that
held me back.
Actually, I just couldn't,didn't feel like I could take
the project on yeah, and then Irealized, oh, I shouldn't, I
(17:08):
just need to show up and coachand then hire someone who can
run through the tape and bringthe podcast to people's earbuds.
Sonja Crystal Williams (17:15):
Got it.
Wow, what a great system.
Wow, I mean it's.
I think it just makes so muchsense and I'm so happy to hear
how your community has and isgrowing, so that is awesome.
Okay, I'm going to shift usinto our lightning round, so I'm
going to ask questions, just afew more, and these ones you can
give rapid doesn't have to beone word responses, but rapid
(17:37):
responses.
So I'm going to start with myfirst one, which is the story
behind the name Dallas.
I've met Austins, I've metBrooklyns, I've met you know,
but I haven't met a Dallas.
What's the story there?
Dallas Travers (17:51):
So I was born.
I'm 46.
I was born in January 1977.
The soap opera premiered inSeptember of 1976.
So you cannot tell me that I amnot named after that show.
My mom will not admit it but Ireally believe it was in.
It was like in the zeitgeistRight.
But when I was born I wasactually named Brandy for I
(18:12):
don't know 10 minutes orsomething.
And then my mom looked down.
They left her alone with me andshe looked down and thought
this is not a brandy, I'm goingto name this kid Dallas.
And it was quite controversial.
Her mom could not stand my name.
But I feel more like a Dallasthan Brandy and I don't mind
being named after a televisionshow.
It's fine.
Sonja Crystal Williams (18:29):
I think it's super cool and that was an
awesome show, so very cool, ok.
Next question what's somethingyou can't live without?
Dallas Travers (18:42):
I'm embarrassed to answer this, but the answer
truly is Keith Morrison andDateline podcasts.
Yeah, that's, and I'm not.
I'm going to try to explainmyself.
There's my answer.
Sonja Crystal Williams (18:54):
We go with it.
All right.
All right, cool, all right.
What's one piece of advice?
It could be career, it could bepersonal, it could be health
related, just anything.
Just something really goodadvice that someone's given you.
Dallas Travers (19:12):
My daughter's kindergarten teacher said to us
once and I can't even reallyremember the context, but she
said your children, what yourchildren care about the most is
that you're striving.
They don't care that you'regetting it right, they care that
you're striving every day.
And I really took that to heartand I say it often to my
(19:34):
clients about how their clientsactually feel too.
What they care about most isthat they see us striving,
that's good, that's good,universal stuff.
Sonja Crystal Williams (19:45):
You never know if you get the best
or most memorable advice from?
Yeah, very cool, all right.
One more question on the on thetopic of advice for people who
are kind of your peers and youmentioned even meeting with an
accountability partner, supercool.
So you all are kind of bouncing, I'm sure, thoughts and ideas
(20:06):
off of each other.
But just other business ownerswho are several years into the
business, like yourself, or onthe second go round of having
another business, what's a pieceof advice that you would impart
upon them based on your ownjourney and experience?
Dallas Travers (20:23):
Look for ways to practice unscalable marketing,
unscalable, unscalable marketing.
It's especially with AI and allof the things that are funnels
and all of the things right.
People crave a personalconnection.
What I find is the unscalablemarketing acts like a voice
message, DM right or hosting myown sales calls.
(20:45):
These things are the highestconverting and therefore
actually take less time toproduce better, to produce
better results than a lot of theautomations that I have in
place.
I love that, and that's CarriePerry who told me that she's a
social media coach and I followin her footsteps.
Sonja Crystal Williams (21:08):
All right, good, good, good advice,
all right.
So, Dallas, if people want tofind out more about the program
that you have in place and Ithink you also have a free guide
, but any resources that youwant to share, that we can drop
in the show notes for ourlisteners and how people can
find you.
Dallas Travers (21:25):
Yeah, sure, so we're on a podcast.
If you like podcasts, come andsubscribe to mine.
It's called Coaches On AMission.
That's the best place to get alot of juicy knowledge from me,
and then, if you have anyquestions, you can hit me up on
Instagram.
My Instagram handle is@dallastraversbizmentor.
Sonja Crystal Williams (21:47):
All right, awesome, Dallas.
Thank you again so much forbeing here today, for sharing
some of your secrets around howpodcasting has been effective
for you, and maybe we'll have tohave you back sometime in the
future.
And yes, everyone, please.
I'll drop a link to Coaches OnA Mission, the podcast.
I've been listening to it and Ithink it's absolutely awesome.
So thanks for being here today.
Dallas Travers (22:07):
Thanks for having me.
Sonja Crystal Williams (22:18):
All right.
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