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November 29, 2023 20 mins

What are the four key components of a balanced business life according to an international award-winning business consultant?

That's exactly what today's 10 Minute Marketing explores. Sonja Crystal Williams delves into this answer with Angela Henderson, known for her unique, holistic approach to coaching women entrepreneurs. Angela emphasizes the need to address not just business strategy but overall life balance for achieving true success. Listen as she shares her insightful experiences from her psychology background, her journey from coffee dates to entrepreneurship, and her experience as an Influencer before it was mainstream.

Angela and Sonja delve into their experiences of 'paying to play', from attending events to joining masterminds and conferences that led to powerful connections and growth opportunities. They highlight the importance of personal development and investing in oneself for their business, a path that Angela herself traversed.

Wrapping up their discussion with an exploration on the role of rest and creativity, Angela shares how an event by Chris Ducker inspired her to incorporate these elements into her business. Transform your business approach and join us on this enlightening journey.

Plus, as a special treat for our listeners, take Angela's free 3-minute Business Growth Scorecard assessment to pinpoint the exact areas you need to optimize to grow your business and still find joy in every day!

About Angela Henderson
Angela is an international award winning business consultant/coach, speaker and podcaster who helps women around the world make more money by creating a personalised business strategy and mastering their mindset, so they can create a business & life they love and want to show up for every, single, day.

Learn More about Angela and tune in to The Angela Henderson Online Business Show Podcast.
Follow Angela on Facebook and Instagram, and join her Women In Business Collaborative Facebook Group.

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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, all right, and joining
us today we have Miss AngelaHenderson.
Angela, hello and thank you forbeing here.

Angela Henderson (00:24):
Hello, my friend, always excited to be
around you and your presence andyour awesomeness.
So, yes, thrilled to be heretoday.

Sonja Crystal Williams (00:30):
Thank you.
So I'm going to share a littlebit of background about Angela.
I think you all this is anepisode where you're in for some
amazing business coachingadvice from Angela.
She is an internationalaward-winning business
consultant, coach, speaker andpodcaster who helps women around
the world make more money bycreating personalized business

strategy and mastering theirmindset so they can create a
business and life they love andwant to show up for every single
I love the way your bio waswritten when it came across to
me and the fact that it's notjust about how someone wants to
grow their business from amechanical standpoint, but how

you're looking at it from amindset standpoint.
What gave you that thought?
Was it anything personal thatled you down the path to
consulting from that point ofview?

Angela Henderson (01:21):
Well, yes, so I'm an Ex-Mental Health
clinician, so I've got anundergrad in Psych and Sociology
I've got a master's of socialwork, though I live in Australia
I actually did my undergrad inElver Creek, New Mexico.
Master's in Australian clinicalcrack over in North Carolina.
And so what I guess stems frommy consulting framework is the
notion of when I used todiagnose people with

schizophrenia, bipolar, autism,anxiety, et cetera is you don't
just have anxiety at home only,and if you do well, then it's
typically an environmental thing, not necessarily a full-blown
mental health diagnosis.
You don't just have autism atschool, it impacts all areas of
So when I first started lookingat my business model, my
business framework, to ensurethat people were getting the

most success, I look at four keycomponents, and that key
component is yes, you needstrategy, but two, we need to
look at your health, whichincludes your spiritual health,
your mental health and yourphysical health.
Three, we look at relationshipsrelationships to self,
relationships to community andrelationships to family.
And the fourth component I lookat is wealth: generational
wealth, business wealth,financial wealth.

And so because you can't dobusiness in isolation, and so if
things are really rocky at homeand you're working with a
consultant who's only focusingon the strategy element side of
things, you're going to have adeficit somewhere, and so for me
, it's been really important tomake sure that, again, we're not
just looking at mindset, butwe're looking at everything
collectively in order toposition people in the best
position for growth.

Sonja Crystal Williams (02:45):
Wow, I mean that's so deep and I love
that you have those four keyareas to focus in on.
Most business consultants don'tapproach things that way, and
you said something reallyprofound, which is you can't do
business in isolation, which isreally huge and great advice for
people who not only arestarting a business, but those
who have been in business for awhile.

You're working, you said, with alot of women.
What are these women?
Yeah, when they come to you,like, where are they in their
Have they hit a point wherethey're trying to figure things
out, like, what does that looklike for you typically?

Angela Henderson (03:20):
Well, I work with women across three kind of
main components Startup stagethose women who are on their way
to 10K months but haven't quitegotten there yet.
I work with women in growthstage, so 10K to about 50K
And then I work with women from50K plus per month.
And so the strategy for everyone of those components is
slightly different, but alsopeople's mindset typically is

very different in each of thoseelements.
And so but again, I can't saythat I do it just one way,
because when women come into myecosystem, we'll have an
onboarding call with me, notwith my team, but with me so
that I understand their businessinside and out.
When I'm on a hot seat call,when I'm on a coaching call with
them, I'm giving them tailoredadvice for their business, based

on where they're at, what theyneed, but also going back to
that framework, do they needstrategy?
Do they need me to addresshealth?
Do they need me to addressrelationships, or do we need to
address wealth?
And so sometimes women willcome to me and they'll think
that they need to speak to meabout something.
So it could be creating astrategy, but when we start
looking at it, the strategy thatthey actually need is to be
working with the hypnotherapistor a mindset coach, so there's

no particular like one shoe fitsall and it's not cookie cutter
when you work with me.
So, though, I can give you abroad overview of startup growth
and scale, each person's it'sindividual care, tailored to
their business and their needs,got you?

Sonja Crystal Williams (04:39):
Let me ask you, Angela, how long have
you had your coaching program inplace for women to take
advantage of?

Angela Henderson (04:45):
Yeah, so I've been working now with women.
So I've been in businesscollectively since 2010, when I
started my first E-com businessand we started with zero product
and then we ended up with over1400 different products.
But through that business, wecreated a second revenue stream,
which was around how do I saythis?
Influencer marketing.
So I was signed with Netflix, Iwas signed with Hilton's, I was

signed with Club Mets, and sothat first business started and
then, through that business, theconsulting business started
back in 2017.
So I'm now consulting forroughly about six years.

Sonja Crystal Williams (05:18):
So you were doing influencer marketing.
Before it was a thing 100%before it was a thing.

Angela Henderson (05:24):
So yes, and being I was one of only nine
people signed with Netflix herein Australia and it was a
privilege to work with Netflix.
They obviously wanted myaudience.
We had an email list of 50,000plus.
We had a social media presenceof just under 100,000.
So I would watch content fromNetflix and then I would write
about it either with my mentalhealth background or with my
business hat, and it wasphenomenal.

And that first business wascalled after my, named after my
son, Finley, whereas we creatededucational products that
focused on fine motor skill,gross motor skill, imagination,
and it was called Finley and mecreating childhood memories
through play, love and travel.
So that was the first business.
But then it stemmed intoconsulting, and consulting was
never on the cards.
I just remember after 14 coffeedates where people wanted to

pick my brain I don't even drinkcoffee I had the aha moment
where I was like, oh, if I wereto charge those people for that
hour and a half to our coffeedate, I could make additional
money with my expertise, and soit would.
Just throughout there I wasavailable to do this.
Then we built a website, Thenwe got into niching and all of
that, but everything just flowedthe way that it was necessary.

But sometimes our most creativeways of doing things aren't
Do you know what I mean?
Linear one way.
It just was presented to me andI rolled with it.

Sonja Crystal Williams (06:37):
Okay, back to that 50K email list,
because for so many businessowners, growing a list like that
is like a dream come true.
Were you able to take that listwith you, or did you find
yourself as you transitionedinto the coaching business the
coaching and consulting needingto start from scratch on
building up that email list?

Angela Henderson (06:55):
So we started from scratchbecause obviously Ecom and
selling baby products wasn'tgonna be relevant to the
business owners, and so a lot ofpeople also think that a
business coach just coachesother business coaches.
That's not what I do at allBecause of my framework.
I work with doctors, lawyers,dentists, social media content
I do work with some coaches,but coaches are actually the
minority of who I work with.

So when we created thisparticular business, we started
from scratch with our email.
Now we've got over 10,000people on our email list and we
clean that every three months.
So our open rate sits at about35, 36%, with our click through
rate, et cetera.
So for us having an email listis imperative in order to be
able to get in front of people.
Also owning your own realestate.

So many people are building onother people's land Facebook,
Instagram, TikTok, et cetera andI'm very big about focusing on
building my own assets.
So if I were to lose everythingon social media, I still would
get probably hit a little bitfinancially, but my business
isn't going to crumble.

Sonja Crystal Williams (07:54):
Yeah, I'm gonna insert a little story
because I do a lot of socialmedia trainings and whatnot with
clients and that's one of thebiggest things I always tell
them you need to own your owndata and as long as you're
growing these audiences onFacebook and Instagram and all
those places which is awesome,like you still need to get those
people out of those socialmedia networks and truly into

your hands, where you've reallygot their name, email and other
things about them, to trulybuild community.
So I'm a big believer in that,and the quick little story I'm
going to insert is that overthis weekend, we discovered that
my husband's Facebook accounthis personal account had been
hacked and through that hackingwhich we we had to watch a lot

of videos on YouTube to figureout how to get it back, because
dealing with Facebook and tryingto get your account back is
very difficult and they tookover his business manager page.
They attempted to run ads andit was a whole thing.
We're about 75% through theprocess now, but it goes back to
what you just said.

So many of us, as businessowners, put so much value in
building up.
I need to have 100,000followers on Instagram, I need
this and that on Facebook, butyou've come up with some ways to
not rely on that right.
So you've got the email list,but I know from some
conversations you and I have had, you've kind of come up with
like a almost like a trifecta ofhow you've been able to grow

your community and move awayfrom dependency on those
What are some ways that you'rekind of getting past that
Facebook, instagram dependency?

Angela Henderson (09:31):
Yeah, I guess first I'll go back is that
there's only three ways to growto be visible organic,
partnership and paid.
Okay, and so for me is I lookat organic marketing, so that
could be posting on social media, that is growing your email
list, that is creating my ownpodcast, the Angela Henderson
Online Business Show.
The second thing is ispartnerships.

Partnerships could be justswaps with people, so email swap
to email swap, podcast swap topodcast swap but partnerships
could also be legal, bindingcontracts where you're signing
the contract and they're signingcontract.
It could be affiliates, forexample.
There's so many ways to dopartnerships.
And then, obviously, your lastone is paid, which is pretty
self-explanatory paid ads, paidmagazine you know if that's even

a thing now, whatever, right,right.
So for me, the biggest thing,though, is is not doing
So I'm not on every platform,I'm not doing every partnership,
I'm not doing every paid thing.
I look at our data and I askmyself is what we're currently
doing 10xing my business or2xing my business?
It's not 10xing my business.
We get rid of it, and in orderto 10x, you pretty much have to

get rid of 80% of your community, 80% of your Team and 80% of
what you currently know and soit's not easy, but what we have
found is by double downing onour podcast, so we produce two
episodes a week.
Double day on our email, sothat's our organic side.
Then we've doubled down thisyear.
By the end of 2023 we will haveentered into 120 plus

partnerships and collaborations.
And then paid.
We run some Facebook ads and Ialso pay for some paid
Okay, so for me it's like it'sjust really two little kind of
bits on each of those andoptimizing each of those for

Sonja Crystal Williams (11:13):
Okay, I want to hone in on the
partnership piece for a second,because for most people paid ads
and there's a whole thingbehind running those properly.
You know, I could probably goon about, but it's accessible to
Collaborations doesn't alwayscome across as feeling
accessible to the averagebusiness owner.
So what are some thoughts oradvice you would give around
people that want to go down thatpath but don't know where to


Angela Henderson (11:39):
Well, again, I think there's always a place to
It's who do you know is thefirst and primary place.
What groups are you associatedwith?
What people do you know?
Who do they know?
And you're gonna have to kindof go back and and Pull on those
Now, what I say is you don'task for sex on the first date.
So if you've got partnerships,are you gonna reach out to

someone and they don't know you?
That's a whole differentstrategy I talk about when you
look at partnerships.
Look at who you already have arelationship with and who you've
kind of Built a deposit up withper se, like you've helped them
, you've responded to questions,you've got it them, you've
connected them and then you canbe like, hey, I'm looking for
This is exactly how you and Imet.
I wouldn't be on your podcast.

We wouldn't be doing emailswaps if we wouldn't.
We found each other in a group.
I believe it was I have to goback and double check the
spreadsheet but it was inside ofa group that we were in.
Yeah, so it was a little bitdifferent because we were in the
group, that we already knewthat we were collaborating
But I then reach out to you.
I then said hey, what are yourgoals for 2023 around
You came back to me.
We shared each other's assets,so I said what I was bringing to

the table.
You said what you were bringingto the table and then, from
there, we worked out a thingthat was, you know, leading with
love and value for both parties, right and so and so that was
like that's an example of howyou and I would never have met
if we wouldn't have been in thatgroup.
But you don't have to be in agroup.
Like I said, if you sat downand spent 15 to 20 minutes, I

guarantee you could probablyhave 50 people that you probably
don't even think about.
That would be on that list,that you're like shit, I could
actually email 50 people.
You're probably gonna get a fewno's, but you're gonna get a
hell lot of yeses and from thatyes, they'll connect you to
someone else, and that's howthis ripple effect has happened
in the last six months ofgetting into this funnel Didn't

mean stint with partnershipsright and I think the reality is

Sonja Crystal Williams (13:30):
Once you get into those collaborations
and partnerships, then thatgives you the opportunity if
it's a win-win and, like yousaid, creating value that you
get the opportunity to get tointroduce to who they know and
find out who they'recollaborating with and find
opportunities to really expandyour network in really
unconventional ways that peopledon't always think about.

Angela Henderson (13:50):
So I think that's and you use the word
expand your network.
There's a saying, and it's notmy quote, but your network
equals your net worth.
Yeah, I am where I am.
So I've spent $750,000 plusdollars over the last 10 years
in professional developmentmaster in minds, coaches, do you
Conferences, et cetera and Ican tell you that that money I

have spent has significantlyallowed me to be in the room
with other people I never wouldhave been able to.
And so when you pay, you payattention.
But when you pay, the personyou're paying money to also pays
attention for you.
They're looking foropportunities and gaps and
things like that in order to beable to connect people.
So you know again, where areyou paying to play?

Do you know what I mean?
It could be a $10 conference.
It doesn't have to be expensive.
I started off at free things,but then like attracts, like I
was going to events where peopledidn't.
They wanted everything for free.
Then I paid $10, then I paid$100 to go to a vet, then I paid
like 13K to go to a mastermind.
Then I paid $45,000 to workwith a coach for six months.
Like I didn't start with zeroand go to 45K.

It was years before I did that.
But every time you invest, Ibelieve that the transformation
occurs when the transactiontakes place.
You either feel more confident,you break down some of the
self-stopping touching barriers,et cetera.
So that's just kind of a littleside tip.

Sonja Crystal Williams (15:13):
I love it.
I love it.
Wow, you dropped so many pearlsand just so many great words of
I'm going to shift us into ourlightning round, where I want to
ask you a few other questions,and I'm going to start with what
you just brought up, just thatinvestment in yourself.
Nearly a million dollars you'veinvested in yourself over the

course of time, in your ownpersonal growth and development.
I know that it sounds likeyou've been to a lot of
different events, conferences,masterminds, and so on.
What stands out to you, though?
If it were one or two, youcould think in it, and obviously
they probably all impacted youin different ways, but one or
two that you feel like maybeadded the most value to maybe

some of your personalrelationships in life.

Angela Henderson (15:57):
Oh, definitely say.
The first event that I everpaid significant money to was
Chris Duckers event.
He no longer runs them, but hewas running them in the
Philippines, where he wouldbring over 50 entrepreneurs and
there would be nine top speakersfrom around the world that were
flowing in and the speakerswould eat breakfast, lunch,
Some of the best ideas we hadwas kicking this beach ball
around like passing it in theswimming pools.

We drank mojitos right, but itwas the most laid back because
the speakers just were inboardies and flip flops.
We were in do you mean flipflops or bathing suits, whatever
, and it was just the mostchilled but most profound
And it was because of Chris'sevent that I now run about 10
events in Australia, everywhere,and I also run something very
similar in ballroom and businessevery year.

And it's because it's not justabout learning more and doing
It was that Chris gave us anopportunity to sit, and when you
have an opportunity to sit andrest, you get creative and you
learn things and see things froma different lens, and from that
I will always say that you knowI run my events the way I do,
obviously with my own twist, butit was through seeing how Chris

ran them and leading with loveand value.
But yeah, entrepreneurs oftenare just go, go go.
Chris gave us space to connectin ways with yourself and people
that you could never have evenimagined.

Sonja Crystal Williams (17:12):
Yeah, like a timeout, but yet it
wasn't a timeout, because itgave you that opportunity to
explore your creativity, which Ithink is so huge when you run
any kind of business.
You need that.

Angela Henderson (17:23):
Well, you think about in the shower.
Some of our best ideas are whenwe're in the shower.
Yeah, some of our best ideasare when we're in the car.
Maybe there's light music on,we're not listening to a podcast
, we're not on the phonespeaking to our parents or our
partners, we're just driving andthe ideas just drop.
Or if you're in the spiritualworld, they'll say the downloads
come whenever it is right.

But it's not coincidence thatwhen you're sitting by the pool
and just relaxing in thesunshine that things start to
So I do encourage you know whatI mean business owners to think
about where are youincorporating rest into your
Because rest is optimization.
It helps you to ten X yourbusiness and from that
everything else will also ten X.
It's significantly a flow andeffect.

Sonja Crystal Williams (18:04):
Love it.
What's your guilty pleasure?
My guilty pleasure would betravel.

Angela Henderson (18:10):
Ah, Always, there's always a travel thing on
my diary somewhere somehow.
Yeah, I love it.
Travel and lightens, and yes,it's my guilty pleasure I'm like

Sonja Crystal Williams (18:21):
So one follow up question to that and
I'm gonna end there.
When you travel, what do youlove to do the most?

Angela Henderson (18:29):
What I love to do the most is it depends on
where I was in life.
Obviously, when I was younger Iloved to party and drink and
dance, you know.
But now that I'm older, youknow, we were just in Bali.
My boyfriend and I run in theretreat, and before we got to
the retreat we did some soundhealing.
We met with the local shaman,for example, right Like, and we,
just like, went and exploredthe culture.

So for me, that's yeah, forwhere I was and where I am, it's
very different.
But yeah, that's what I like todo now.

Sonja Crystal Williams (18:55):
Yeah, you know, I found I was just
sharing this with a friend.
My one thing I love to do inother countries is go to their
markets, their grocery markets.

Angela Henderson (19:03):
Yes, so fun.
I like some of the sex, some ofmy favorite things yes it's so
colorful, yes, I totally, sorelatable.

Sonja Crystal Williams (19:10):
Yeah Well, I want to thank you,
Angela, so much for taking timeout of your day to join us.
Also, I want to kind of justkind of make sure people know
where they can find you, getmore information, maybe even get
a consultation to learn moreabout your services.
What are some of the best waysand places people can keep in

Angela Henderson (19:28):
Yeah, I always said the best ways to head
straight to my website, which isangelahenderson.
au, and from there you can pickand choose what you need, kind
of like an all-you-can-eatbuffet.
You can either listen to mypodcast, you can read my blogs,
but we also have this really newtool that we this great tool
that we've just released, calledDiscover Your Business Score,
and what we do is we're lookingat four major components of your

business and we're looking atwhere those gaps are by looking,
by having you answer 24 simplequestions about your business,
and the information and feedbackthat we've been getting back
from people who have done thisis saying this is a game changer
, because so often we're alwayslooking for the next steps but
we don't know the next stepsbecause we don't know where the
gaps are within our business.
So, again over at my website,angelahenderson.

au, I'd also encourage you tocheck out understanding your
business scorecard.

Sonja Crystal Williams (20:15):
Okay, and I'll be sure everyone to
drop a link so you know where togo take that scorecard, answer
those questions, get a quickassessment on your business and
find out where those gaps are.
Thanks again.
So much, Angela, for everyonelistening.
Until next time.
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