March 30, 2025 • 34 mins
Ever feel like you're spinning your wheels in business, constantly creating new offers but not seeing the growth you want? You're not alone. As two neurodivergent entrepreneurs who've built a six-figure business, we've discovered that success isn't about doing more—it's about focused execution on fewer things.
This year, we chose "focus" as our word of the year, and just three months in, it's completely transformed our approach. We've learned that constantly pivoting after success (rather than doubling down on what works) was causing our results to fluctuate wildly. The solution? One platform, one funnel, one offer.
When we analyzed our numbers, the pattern became clear. Each time we launched successfully and then quickly moved on to something new, our results dipped. But when we committed to refining and repeating what worked, our business flourished. This episode breaks down exactly how we're implementing this focused approach and why it's generating more consistent results.
We explore the three primary ways to build your audience—organic content (building), paid advertising (buying), or leveraging other people's platforms (borrowing)—and why mastering one approach before expanding is critical. For most creators, User-Generated Content (UGC) offers the perfect solution: you can generate income while honing your content skills and building confidence.
Whether you're struggling with shiny object syndrome or simply overwhelmed by too many business ideas, this episode will help you identify your core offer and create a simplified strategy that actually converts. Ready to turn your content into serious income?
WORD OF THE YEAR EPISODE
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Are you ready to master the art of creating
content that converts?
Hey, I'm Mia, a mum of two whowent from being a burnt out ambo
to six-figure content creatorin less than a year, all while
navigating a late ADHD diagnosis.
And I'm Kristen, also a mum oftwo and a former corporate
branding queen turnedentrepreneur.
My dyslexic brain seesmarketing very differently, and
that's my superpower, andtogether we're showing women
(00:24):
like you how to master videomarketing and create content
that generates income.
Whether you're just startingout or ready to scale, we are
breaking down everything fromlanding brand deals to building
your own empire.
Welcome to I Am that ContentCreator podcast, where we turn
scroll stopping content intoserious income.
No filters, no fluff, just realstrategies from two
(00:44):
neurodivergent mums who get it.
So let's turn your phone into avideo marketing machine and
let's go.
Let's go, guys, be professionalguys, let's go.
Okay, there's that intro done.
That's so grand.
(01:04):
Welcome to the I Am that contentcreator podcast.
We're coming through the noiseto show exactly how to create
scroll stopping content, landpremium brand deals and build a
thriving online business.
No bullshit, just provenstrategies that can help you
scale.
I just had to emphasizebullshit, so if there's kids
listening, I'm sorry moms.
I'm Kristen, the co-host of thepodcast, and Mia is also here
(01:26):
with me and uh, what up, mia?
Basically what up?
We always do that when we'redoing our slack dms, like, are
you kids around?
Whoops, I just said cunt, Iknow.
Yeah, sometimes they're prettyloud.
I'm like I really hope by nowwe're smart enough to know that
it should not be played on thecar speaker.
It should have only been inheadphones, because we are going
to drop cunts and fuck andstuff everywhere.
So we probably should put somekind of like maybe the stars
(01:49):
episode.
I'll be like just letting youknow there's a few words.
If you're offended by that, wedo apologize, but also that is
just us, like we're just rogue.
We're wonderful, fun lovingfolks that like to drop a swear
bomb.
So today we want to revisit,revisit.
Every year we do a word of theyear.
(02:11):
Now, if you haven't heard thatpodcast episode, if I remember,
I'm going to drop it in the shownotes and you can go and listen
to it.
Now we do a word of the yearbecause it's something that I
have personally done for I don'tknow five years or so, and then
when Mia and I started thebusiness together, I said to her
we should do it and we've doneit and they've been really good.
But this year I feel like Miaand I have absolutely used this
(02:35):
word in the most powerful waypossible and we want to talk
about it because, even though itis only March, it feels like
November.
It's only March.
We've lived a life sinceJanuary Fucking hell.
So I suppose for those of younew to the podcast apologies for
the start You're all so welcome.
(02:59):
Mia and myself, I am amanifesting generator and that
means that I pivot quickly.
My human design is meant to doa lot of things very well all at
once, very fast, skip the steps, just do the damn thing.
Now.
That obviously sets me up forsome incredible things, but can
(03:20):
also be a cheeky little downfall.
And Mia is a generator and shejust generates shit and she can
pump stuff out and focus andhyper-focus.
And when we pivot, both of ushave had the ability to pivot
quickly, make fast decisions,hard decisions and go for it
Never been a downfall and afailure, but what we have done
(03:43):
with the word of the year, whichthis year, was focus.
And we said to ourselves when wedecided this word at any point
we want to pivot.
We need to say okay, focus,does this sit in our word of the
year, yes or no?
And then that's going to bringus back.
It's meant to be your word ofthe year, is meant to be an
anchor to kind of pull you back,and focus has been that, hasn't
it, mia?
(04:03):
We've said it a few times thisyear.
There's even some some of ourslack chats start with okay, now
I know this isn't focus, but Ijust wanted to get this out of
my system and then at the endit's ended with like okay, so
anyway, we're gonna focus.
We'll put that there for later.
I've built the heart, builtbloody the whole thing, and it's
just like oh yeah, stopbuilding, stop building shit.
Like focus and like, if you'rean entrepreneur, a lot of us
(04:28):
have, you know, the same kind ofbrain.
We're problem solvers, we getexcited, we want the dopamine
hits.
You know we've got a lot ofstuff going on and sometimes we
focus on the wrong things andget distracted, and I have done
that basically my wholeentrepreneurial life.
But having this word as focushas really reined it in and it's
(04:50):
almost like the universe hasbeen dropping things on us to
remind us to focus, as hard anddifficult and boring, as our
brains find this, it's wherewe're going to get success, and
it's been dropping clues likeyeah, like anything.
And we wanted to talk about iton the podcast because, even
(05:13):
though it might not be your wordof the year, what has come up
for us are incredible lessonsthat we want to share with you,
because you may see yourself insome of these lessons, or you
may.
They may be moments that youjust needed to hear today to be
like oh, that's me, okay.
So I suppose the first thingthat we'll kind of talk about is
(05:33):
Mia and I have built anincredible business Hive Hub
Collective and we haveincredible members that have
come along with us, and what'sbeen beautiful about it is we
have been able to test a fewthings in this process and and
you know, we've had someincredible launches that have
have really outdone ourexpectations.
We go, wow, that's amazing.
And then we've gone and we'vekind of pivoted not completely,
(05:56):
but a little bit and then we'vehad dips and that.
Why is that happening?
I don't understand it.
And now we've actually pulledback a bit and looked at the
numbers, and if you are notlooking at the numbers in your
business, that is a problem, andso we'll kind of touch on the
numbers that maybe you need tothink about, or the numbers that
you should be looking at, justso that you're aware of it.
We're not going to go too deepand overwhelm you.
(06:17):
This is more of a podcastepisode.
That is a reminder to simplifythings.
It's a reminder to if somethingis working, there is a reason
why it's working.
Double down on that.
As boring as it may be, ifyou're an entrepreneur with ADHD
and manifesting degenerativeand all the things, find a way
to make it fun.
And that's kind of where we'reat now.
So I suppose, mia, do you wantto?
(06:39):
Kind of should we talk aboutwhere we've seen those spikes,
where they've worked, maybe thenwhere we took a little pivot
and now how we've come back tothings.
Yeah, so it's been a bit of apattern for us.
We'll do a launch on a topic anddo really well and we're like,
wow, that was great.
And instead of repeating thatexact same process and doing it
(07:02):
again, we ah, cool, what elsecan we do?
Because we hear, likeentrepreneurs and people that
have had hugely successfulbusinesses say, you know, you do
a launch, it's amazing.
Then, if you go out, you tweakone thing and they're like fuck
it, we'll tweak the wholegoddamn thing.
And then, when it like, does adive bump.
(07:23):
But then when it's not assuccessful, we're like, and then
you don't have the metrics toactually tell you why it wasn't
successful or what you couldtweak.
So we, like me and I, ifnothing else, we are transparent
enough to let you know that weare in this for real and we will
tell you what works, becausethose people that are telling
(07:44):
you like, if you just do this,you you'll have like a $20,000
million launch, that's a crushto it, because you need a lot of
things that are going to makethose things work.
So what we want to do today isjust show you now how we're
changing one thing or how we'redoubling down on one thing and
allowing the rest of thisbeautiful creative
entrepreneurial process.
Just sit over there for aminute, because right now we
(08:06):
need to do this.
So, yeah, sorry, may, forinterrupting you, but I just
wanted to make that.
It's the small tweaks that seemso boring, but now we know
they're so important.
Yeah, and I mean it took us alittle while to, you know, not
figure this out, but realizewhat was happening with us.
We would do another launch,it'd go really well, and then
(08:27):
we'd do something else and pivotand get, you know, caught up in
busy things or shiny objectsand then wonder why the sales
dipped.
And then, okay, well, we'll doanother launch again and got
great results.
And then we're like, oh, thatwas really great.
And then we'd do it again.
We'd, you know, pivot ontosomething else or get caught up
(08:48):
in the busy work and we startedto realize, like what we've been
doing is working and we justneed to do it again and again
and again Rinse, repeat, refine,rinse, repeat, refine.
And you know, instead ofdiluting yourself across lots of
different projects and maybeyou've got a few different
offers and things going oninstead of diluting that, just
(09:10):
get really, really good at doingone thing and doing it over and
over and over again.
One platform, one funnel, oneoffer, one traffic source.
Because, at the end of the day,no-transcript, because only a
(09:37):
percentage of people are goingto convert into customers.
So therefore, your only job isto get more people inside that
funnel.
And if the funnel is leaky,then that's where you're
refining it, because you'redoing it again and again and
you're patching up all the holes, so the funnel isn't as leaky.
And when you get sidetracked onsomething else, or you want to
(09:57):
put another offer in your standstore or you want to start
creating content about somethingelse because you're bored,
that's when it starts to get abit diluted and your results
aren't as um, I was going to sayit's that word where it's just
like concentrated, I guess,because you're diluting yourself
(10:18):
and you're getting caught up inall these other things.
And I've done it multiple,multiple times.
But if I look back on my, youknow, last three years at least,
when I have focused on onetopic, on one platform,
promoting one thing, that'swhere I've got a lot of my
(10:38):
success.
And what we've kind of, Isuppose, had to realize as well
as implement is the fact that Ithink we were trying to, on the
outside, change and pivot andhelp as many people as we could,
instead of focusing on how wewere getting the success with
(11:02):
our members inside our community, how we were teaching them what
was working.
And then once, once they're inthere, then we can explore and
have fun and share and showwhat's possible.
Once they're in there, wherefrom the?
You know, if you look at afunnel, if, at the top of the
funnel, I think what we weretrying to do is is be everything
to everybody, which we knowisn't the right thing to do.
This isn't our first rodeo, butwe're also human designers,
(11:27):
built like it is and we knowwhat's possible.
But what we need to do is getpeople into our community so
that we can show them what'spossible for them, and now
that's what we now can seehappening is, all of a sudden,
now it's attracting that personthat we know we can help, that
might have four or fivedifferent things that they need
help with, but right now we wantto help you get paid for
(11:51):
creating content so that you canthen fund the business of your
dreams, build the personal brand.
You want, not have to go backto work, retire.
Our point and our passion andour purpose is to help women
especially, get paid for contentso that they can either do that
forever through what's calledUGC and landing brand deals and
(12:12):
just stick on that path and thatbecomes their business, or they
go amazing.
I can get paid for that.
I learn better content, Icreate better content, I've got
a community around me and I canbuild a digital product that I
absolutely fucking love, andit's funded by, potentially, ugc
and now I can make my own adsbecause I've learned this skill
set and that happens in thecommunity, and I think that's
(12:33):
where we got tripped up a littlebit.
Potentially, and that's what wewant to share with you today is
if you have one offer like if weasked you right now, think of
that one offer that you've got.
That, you know, is atransformation for somebody.
I don't want you to think, oh,I've got that and that and that,
just one one right now.
(12:53):
And if you don't have it, thatis okay.
But if you've got, if you'vegot four which Mare and I know
well and I'm the queen of it Iwant you to think, yeah, I've
got four, but what's a hugetransformation?
What is a transformation?
I know somebody and you don'thave to have helped everybody,
but one person said to you oh myGod, that was so helpful.
Because if somebody said thatis helpful, that is a
(13:15):
transformation.
Double down on that, focus onthat, focus on that and build on
that, build on the contentaround that to bring people into
your community so that then,once they're in there, then you
get to take them on anincredible adventure with you,
but you've got to get that focusto create that conversion in
the first place.
Yeah, and you've got to meetyour audience where they're at
(13:36):
and take them on that journey.
And you know, you might nothave a community or a membership
, it might just be a one-offcourse.
But the whole idea is, you know, getting people inside your
world with one message, oneproblem that you're trying to
solve, and down the track youcan help them.
You can upsell, you can do afew different things, but
(13:58):
nailing that one thing first andyou know you might just be a
UGC creator at this point.
Well, focus on that.
Don't worry about the standstore, don't worry about
anything else.
Your sole focus is to getreally good at that, really good
at the content, really good at,you know, finding these jobs.
And until you've nailed that,until you're comfortable with
(14:18):
that and you're ready to move tothe next stage, then do it.
Don't dilute yourself and getsidetracked and overwhelmed and
all these shiny objects, youknow.
Just focus on that one thingand it's also the busyness of it
(14:44):
that gets you overwhelmed andlooking at different places,
like you know, the continuousneed to feed and fuel social
media, I think, is what dilutesthe focus in the first place
Because, especially if you're anentrepreneur that's just trying
to find out where you fit andhow to get people into my funnel
, you're continuously testingnew ideas, testing this, testing
that, getting out there, tryingthis, or maybe I'll do that
that didn't work in one reel, soI'll change it, or that didn't
work in, like if you've got anoffer that has worked for
(15:08):
somebody.
It's about doubling down on thatmessage understanding that
ideal customer, understandingwhat they want, how you can help
them, and bringing them intoyour world, usually through a
freebie, something that's free,that they can give you their
email address and then, oncethey're in your world, that's
when you can create content thatis larger content, that is,
(15:29):
emails, a blog, a podcast, avoice note or whatever it is
that talks to them further, thattakes them further down that
funnel to the point where theymay purchase from you hopefully.
So it's.
I think social media is thattricky one.
It's, yes, it's such abeautiful, powerful, free tool,
but it does dilute that focus interms of you know, you
(15:51):
constantly thinking you've gotto feed the beast, which you
constantly trying to be creativeto feed it, which then kind of
takes away your point andpurpose of what you're actually
trying to get people in for.
Do you know what I mean?
And you over consume and yousee other people doing this and
that and you go oh, maybe Ishould do that and getting all
confused.
And or maybe you're trying tobe on too many platforms at once
(16:11):
.
In the beginning, just focus onone, just one.
And that's what I did just onTikTok.
You know, my sales started todrop and I started to get
overwhelmed and all these shinyobjects with starting a blog or
trying to make the websiteperfect and all these different
things, when it was taking awayfrom the time that was actually
(16:32):
making me money in the firstplace, which is creating content
with the same message to thesame person over and over and
over and over again.
And you know you can build anaudience, pay for an audience or
borrow an audience.
You know, get good at one ofthose and stick to it for a long
period of time before you startbringing in all these other
(16:54):
things, and we don't do that onething forever and that's all
you can do.
But when you do, look at thebig rigs who have been in this
game for a very long time.
They've got that one offer.
They've got that one trafficsource, you know, and they've
just been doing that for yearsand years and years.
And so do we want to just goover those three Bs I think it
(17:16):
was, was it three Bs or was ittwo Bs in a different letter?
Well, you can build an audience, so that's yeah.
I was just going to say let'slike talk people through that
because you may be now curious,and then I thought we could just
touch on kind of how we'redoing it, to show people what
we've decided to do and wherethis focus comes into it.
But let's go on the whole buildan audience Like what does that
(17:36):
mean?
So for most people?
This is where you're going tostart.
What does that mean?
So for most people, this iswhere you're going to start.
You're going to build anaudience online.
So this is organic social media.
You're going to post contentdirected to your ideal customer
and you're going to get betterand better and better at it.
Refine it, refine your message,look at your analytics, and you
choose one platform I knowwe're the queens of it all but
(17:59):
one platform and do it.
Well, then repurpose.
But I would just do oneplatform.
Well, build there, and that'swhat I did just TikTok.
It was just TikTok, you know,and it will take time, like I
think we.
Let's be really frank.
Organic takes time, there'snothing wrong with that, but it
does take time, and that is okay.
Yeah, yeah, and that's.
You know.
(18:20):
I always say to people don'tstart running ads until you've
kind of mastered the organiccontent, because ads are very
risky and if your content isn'tgood, if the creative isn't good
, you're going to lose a bunchof money, which is a game, while
we have our free masterclass,the double dip method, because
you can learn how to do thiswhile you're getting paid from a
(18:42):
brand that's also then going toshow you how to do it
organically or paid, so that'sin the show notes.
Go and get it, watch it,because that's how you're going
to get paid, so that you can dothis organic stuff slowly,
because there is income comingin.
You're not just building,you're also getting paid and
you're learning, yeah and yeah.
So building that audience isgoing to take a bit of time, or
(19:05):
you can buy your audience, sopaid ads.
If you're already really goodat content and you don't have an
audience, maybe you might justjump into paid ads.
You know it's a quicker way tosell your stuff because you're
paying money to get your stuffin front of people and you can
kind of sit back and you're noton that constant content hamster
(19:28):
wheel.
You've got an ad running,you're watching the numbers,
you're getting really good atrunning paid ads, so that's how
you can get another source oftraffic.
Or you can borrow an audiencewhich is, you know, getting on
other people's podcasts or youknow, having an affiliate
program.
So you're putting yourself infront of other people's
audiences.
(19:48):
And again, that can't.
I would build an organicaudience first before you start
looking at that, unless you'rereally good at getting on other
people's podcasts or whatnot, oryou know you're really good at
affiliate, managing affiliatesand that sort of thing.
And I mean, for us we sort ofdo all three, but we have, you
(20:10):
know, our main source at themoment is the organic content.
I would say probably 60% andthen maybe it's 30% on our ads
and then 10% for affiliates.
Yeah, and so in the beginning Iwould recommend building that
organic audience first and yes,it will take time and that's why
(20:31):
we teach our students UGC,because you get that cashflow
coming in, your content'sgetting better and your
confidence is getting better aswell, coming in, your content's
getting better and yourconfidence is getting better as
well.
Yeah, and I think that's thething is, if those things are
working, then you know,sometimes the biggest thing that
stops us creating more contentorganically is because you're
(20:52):
not seeing the return on yourinvestment, the return on your
time.
You're not getting paid for it.
You know you're in the 200views jar, whatever that looks
like, where that's like me saidwhy we have UGC as part of our
communities, because if you canget paid by a brand to create
content, you're learning how tocreate better content.
You're getting paid for thecontent you're creating so that
(21:13):
you can kind of take a littlebit of a breather and be like,
oh okay, I can now work onbuilding my course, building my
digital product, whatever thatlooks like, whatever you're
building, to kind of fund thatfor you so that you can have
some more fun creating contentorganically anyway.
And so you know, in terms ofpaid ads and things like that,
we probably wouldn't recommendthat unless you've got a um, a
(21:37):
product that's actually working.
Like you, you've tried, you'vetested, it's working.
It might be a digital product,it might be a digital course, it
might be something like thatthat's working and so you can
start running ads to that, or ifit's a membership or something
like that.
But it's got to be a communityor something that's working for
you, so that you are paying forthe right leads, I suppose and
(22:00):
that comes again with time andthings like that.
But if you're in the boat thatyou're really looking at that
organic content, then it's justabout creating more of it and
seeing how it works, testing it,but sticking to one platform.
So if TikTok isn't your thing,don't do TikTok.
If Reels has been your thingand you've been on Instagram for
(22:22):
a while, you're like I get it,I understand, I'm comfortable
there, stay there.
Don't think you have to dosomething different because
somebody told you to you know,stick to the one that you enjoy,
because if you enjoy it, you'regoing to do more of it, and
that's the most important part.
Yeah, and once you get good atit, then you can bring in a
podcast, then you can bring insome other things I just want to
touch on.
You might be thinking, okay,I've got this course and it's
(22:44):
not really selling that well,and I've got shiny objects
syndrome and you're telling meto focus, but then we're saying,
go and do some UGC.
Well, that's not focusing.
The main reason why we teachUGC and why we think it's
amazing is because if you'retrying to sell something or do
(23:04):
something online and it is notworking properly, it's nine
times out of ten it's a contentproblem.
And if you keep ignoring thatand you keep throwing spaghetti
at the wall and you've got nocash flow coming in, your
confidence is low, yourcontent's not converting.
You need to do something aboutit.
And UGC is that one thing thatyou can focus on for a little
(23:29):
while.
It doesn't have to be your maingoal, your main anything, but
it's almost like that have yourcake and eat it too, type of
thing, where you're fixing allthe problems and getting paid
for it so that when you arebuilding your dream business,
(23:51):
you can focus on that solely.
But you've learned these skillsthat are just going to propel
it forward.
Yeah, and, for example, we'vegot Christina, who came into our
world with her membership andshe came to us like oh, could
you guys help me?
Like I'm building a digitalcourse and a membership.
I really want to learn more,yep.
So she came into the community,loved being in the community
(24:12):
and then was like what's thisUGC?
And her membership and courseis around video editing and
she's incredible with videoediting.
And she was like what's thisUGC?
I'm like you'd be amazing atUGC, like your editing skills
are incredible.
So she started doing UGC andall of a sudden just kind of
said to us didn't know, this waseven a thing.
Now she's got brands coming toher, she's had paid brand deals,
(24:35):
she started a podcast aroundUGC in the UK.
Like all these things came fromthat desire of wanting to bring
more people into her communityand build her course and things
like that and then discover this.
So she didn't lose focus.
But she gained the ability toget paid so that she was then
able to focus on building hermembership or at least getting
(24:58):
paid, so that when she's doingher membership, she's enjoying
and loving speaking to thosemembers and sharing with them,
but knowing there's an incomecoming into her family through
UGC.
So it's not losing focus at all.
All it is is giving youconfidence, clarity, cash flow
all the things that are neededto stay in this online world,
because it's it's a big placeand if you can stay here because
(25:21):
you've got cash flow, you'regoing to build that confidence,
your content's going to getbetter, the things are going to
be amazing, it's going to workand you're leveraging something
that's going to help you in yourbusiness long term.
If you've got to go to a nineto five to fund your business,
that's losing focus becauseyou're fucking spending 80, I
was going to say 80, 38 hours aweek at a job when you could be,
(25:44):
you know, creating content andgetting better at content at
home and getting paid for thatand that's going to be.
You can leverage that in anybusiness, doesn't matter what
you're selling.
Yeah, so in terms of kind ofwhere this conversation started
around having the word of theyear, so if you haven't got a
word of the year and you'recurious, go and listen to that
(26:05):
podcast episode.
You could start now.
Or if you have got a word ofthe year and you feel like
you're a bit detached from it,maybe revisit it, see what it
means to you.
But for us, we just wanted toshare this lesson with you
because what we did do is sawthe numbers moving and changing.
Every time we had a win.
We kind of did a bit of a pivot.
We changed too many things inthe process and we went, oh,
(26:26):
we'll need to do this, this,this, and then we saw a decline
and then we went hang on aminute way back there.
We'll go back there Still withthe same intention, still with
the same kind of overall focus,where now we're at a stage where
we've tightened the funnel sotight.
We have one.
We have two offers.
One is a free masterclass whichyou can come into at any time
(26:46):
and watch it and understand whatwe're about, and one is a lower
ticket UGC beginner course,like really beginner stuff,
where you can just getunderstanding, learning and then
, if and when you need moresupport, the community is going
to be there and we have an openclose.
You can come into the communityand find out more with us.
But it's it's more about,there's it's just all funneling
(27:08):
to the same thing.
So when we create content, it'sgoing to the funnel, it's it's
one, it's not.
Oh, we've got that freebie andthat freebie and that freebie
and that's on the standstill andthat's over there.
Maybe we should promote that.
It's before we were doing thatand it was still all kind of
going to the same place, but itwas too overwhelming.
It was overwhelming for ouraffiliates.
We could see that we said tothem sorry guys, guys, we fucked
(27:29):
up.
We've tightened the ship foryou, um, and since we did that,
they've now seen success,because they're like, oh, now I
can just send my community to dothis one thing.
I'm like, oh, sorry guys, wedidn't mean to confuse you.
So even that is exciting for usbecause finally we're giving
them what we always wanted to.
But we just, you know, we gotoverwhelmed, aware, the first to
(27:51):
say, fuck, it happens, it'sokay, yeah, and it's all.
You know.
We got overwhelmed and we'rethe first to say fuck, it
happens, it's okay, yeah.
And it's all learning, you know, and it's a really big lesson
on meeting your audience wherethey are at, yeah, not getting
too ahead of the game andtalking about a million
different things andoverwhelming them.
Meet them where they're at atthis point in time, yeah, yeah.
So that is our podcast fortoday.
(28:12):
If you've got a word of the year, please let us know in the DMs
what it is.
And if you're having troubleand you've slipped away from it
and you want to come back to it,even better, we will help
celebrate you on that one.
Do we have a little love?
Don't love for today, mia, byany chance.
Oh okay, my love this week isTikTok again.
Oh my God, like I love again.
(28:35):
Oh my god, like I love tiktok.
This is stupid.
It has diagnosed basicallyevery single problem I have had
with my body.
I I have never been able toburp right, just never been able
to burp.
I can't, all right.
I was like this is weird.
Like everyone can burp and Ican't burp.
It's weird.
Saw a tiktok last night andshe's like I just figured out
why I can't burp.
It's called I don't know whatit's called.
It's called RPCD or somethingand I'm like what?
(28:59):
This is a condition, Deep diveinto TikTok, into this, whatever
it's called.
Yeah, it's a thing.
It's a condition where, like,something in your trachea is too
tight so you can't let air out.
You can let air in but it can'tcome back out and you can get
Botox injected into your neck.
Okay, good, all these peopleare cured because you get so
(29:21):
bloated and like you can't, youknow, release yourself and you
get Botox in the neck.
They can burp Relief, nobloating, and I'm like there you
go, all right, so you're gonnaget botox in your neck.
You're just gonna fart more.
I mean, what's it gonna be?
I get botox in my neck.
(29:44):
I've been a big drinker for mostof my life and like I get so
fucking bloated, like could youimagine drinking a bottle of
champagne and not being able toburp?
Yeah, okay, all right, tiktok,diagnose me.
I'm like, there you go, thereyou go.
So if you can't burp, I need towrite down what the name is.
It's some weird name, but it'san actual thing.
(30:06):
Yeah, well, that's good to know.
Okay, great.
So my mom's TikTok again, don'tlove, not birthing, I guess.
No, that's fair.
That's fair.
It's all our ailments.
I love it because mine's goingto be an ailment as well.
(30:27):
Our listeners just know too muchabout us.
I know right, come to ourpodcast, hear about our ailments
.
Jesus Christ Sounds like suchan old word.
My ailments, I know, but youknow like do you get that point
(30:48):
when you hang around your folksand stuff like that and you find
that their chat just goes tolike what pills they're on and
what doctor's appointment theyhad this week.
You're like, oh my God, that'shappening.
That's just not okay.
You get to an age like mystepdad has had a few falls over
the years.
You get to that point where youdon't fall over, you have a
fall.
Yeah, I didn't trip down thestairs, I had a fall today.
That's so true.
(31:10):
Shit, shit.
What's that's so true?
What's your love this week?
Um, my love this week is um.
So I had a friend's 40th and itwas just.
I just love dancing.
Like, I love dancing so muchand dancing dancing because I'm
(31:32):
from south australia.
We don't dance, we dance, and Idon't want the plant, I want
the plant get fucked.
You say plant and dance and getfucked.
I know right, so wrong, and Isay it lego, not lego, it's a
weird one.
(31:52):
That's a weird one.
All right, welcome to SA guys.
So it is the dance.
So like, if there is music on,I will make, find or create a
dance for, and that's just, andyou won't get me off it.
And it was funny.
We came home that night and likewe had some drinks and whatever
.
It was all fine, fine.
But I said to him I was in alying bed.
I was like just, thank you forlike accepting me, like I'm a
(32:16):
lot and I just, I, just, I justwell, he was like on the dance
floor too.
He's pretty good like that.
But at one point he was prettyhe was getting tired because his
feet hurt and I was like, dude,you're wearing flat shoes.
Like I knew I was like there'sa lot of partners and husbands
that'd be like she's a bitembarrassing, she's a lot this
(32:48):
guy's like whatever.
So I also love him for that.
So that's pretty good.
So I don't really have a don'tlove, other than I must admit
the one thing that I don't loveis sticking to the party theme.
When I used to work corporateand stuff like that, I used to
wear a lot of high heels.
Like I love a high heel thatmatches my outfit, like it's my
jam, dressing up as we know,dress handy, feel it's my thing,
and high heels.
(33:08):
Now and I we can't be friendslike we're.
Really I didn't realize that itactually happens.
Like you actually get to an agewhere it fucking hurts and I
wore boots and that was fine andthey were high, but by the end
of the night, like the next day,I was like, mate, you know what
the balls of your feet feellike?
They're small, it's like alittle ice pack.
(33:30):
Another ailment, another ailment, so fast.
This is definitely a 40 pluspodcast.
So when we have an event, guys,it's going to be flat shoes but
sequins and a dance floor,kitten hill maybe?
No, just wear your sneakers.
You're the dance floor withyour nikes.
(33:51):
It's's not going to be InMelbourne.
They've actually got this.
I think it might be in Brisbaneas well.
There's a disco for millennialsand yeah, it's been here.
It's been here for 10 years.
They did one of them inAdelaide too, and I was like,
okay, this is my kind of dance.
I think they call it.
I've Got Shit On Tomorrow orsomething.
(34:11):
I'm like oh God, welcome to the40-plus podcast, where we are
living our best lives, ailmentsand all All right.
Oh, we've got to go, guys, weneed a nap.
Yeah, we've got to go researchsome HRT patches or something.
See you later, see you nextweek, see you Shit podcast.
(34:33):
We've got so many good ones too.
Are you ready to master the art of creating
content that converts?
Hey, I'm Mia, a mum of two whowent from being a burnt out ambo
to six-figure content creatorin less than a year, all while
navigating a late ADHD diagnosis.
And I'm Kristen, also a mum oftwo and a former corporate
branding queen turnedentrepreneur.
My dyslexic brain seesmarketing very differently, and
that's my superpower, andtogether we're showing women
(00:24):
like you how to master videomarketing and create content
that generates income.
Whether you're just startingout or ready to scale, we are
breaking down everything fromlanding brand deals to building
your own empire.
Welcome to I Am that ContentCreator podcast, where we turn
scroll stopping content intoserious income.
No filters, no fluff, just realstrategies from two
(00:44):
neurodivergent mums who get it.
So let's turn your phone into avideo marketing machine and
let's go.
Let's go, guys, be professionalguys, let's go.
Okay, there's that intro done.
That's so grand.
(01:04):
Welcome to the I Am that contentcreator podcast.
We're coming through the noiseto show exactly how to create
scroll stopping content, landpremium brand deals and build a
thriving online business.
No bullshit, just provenstrategies that can help you
scale.
I just had to emphasizebullshit, so if there's kids
listening, I'm sorry moms.
I'm Kristen, the co-host of thepodcast, and Mia is also here
(01:26):
with me and uh, what up, mia?
Basically what up?
We always do that when we'redoing our slack dms, like, are
you kids around?
Whoops, I just said cunt, Iknow.
Yeah, sometimes they're prettyloud.
I'm like I really hope by nowwe're smart enough to know that
it should not be played on thecar speaker.
It should have only been inheadphones, because we are going
to drop cunts and fuck andstuff everywhere.
So we probably should put somekind of like maybe the stars
(01:49):
episode.
I'll be like just letting youknow there's a few words.
If you're offended by that, wedo apologize, but also that is
just us, like we're just rogue.
We're wonderful, fun lovingfolks that like to drop a swear
bomb.
So today we want to revisit,revisit.
Every year we do a word of theyear.
(02:11):
Now, if you haven't heard thatpodcast episode, if I remember,
I'm going to drop it in the shownotes and you can go and listen
to it.
Now we do a word of the yearbecause it's something that I
have personally done for I don'tknow five years or so, and then
when Mia and I started thebusiness together, I said to her
we should do it and we've doneit and they've been really good.
But this year I feel like Miaand I have absolutely used this
(02:35):
word in the most powerful waypossible and we want to talk
about it because, even though itis only March, it feels like
November.
It's only March.
We've lived a life sinceJanuary Fucking hell.
So I suppose for those of younew to the podcast apologies for
the start You're all so welcome.
(02:59):
Mia and myself, I am amanifesting generator and that
means that I pivot quickly.
My human design is meant to doa lot of things very well all at
once, very fast, skip the steps, just do the damn thing.
Now.
That obviously sets me up forsome incredible things, but can
(03:20):
also be a cheeky little downfall.
And Mia is a generator and shejust generates shit and she can
pump stuff out and focus andhyper-focus.
And when we pivot, both of ushave had the ability to pivot
quickly, make fast decisions,hard decisions and go for it
Never been a downfall and afailure, but what we have done
(03:43):
with the word of the year, whichthis year, was focus.
And we said to ourselves when wedecided this word at any point
we want to pivot.
We need to say okay, focus,does this sit in our word of the
year, yes or no?
And then that's going to bringus back.
It's meant to be your word ofthe year, is meant to be an
anchor to kind of pull you back,and focus has been that, hasn't
it, mia?
(04:03):
We've said it a few times thisyear.
There's even some some of ourslack chats start with okay, now
I know this isn't focus, but Ijust wanted to get this out of
my system and then at the endit's ended with like okay, so
anyway, we're gonna focus.
We'll put that there for later.
I've built the heart, builtbloody the whole thing, and it's
just like oh yeah, stopbuilding, stop building shit.
Like focus and like, if you'rean entrepreneur, a lot of us
(04:28):
have, you know, the same kind ofbrain.
We're problem solvers, we getexcited, we want the dopamine
hits.
You know we've got a lot ofstuff going on and sometimes we
focus on the wrong things andget distracted, and I have done
that basically my wholeentrepreneurial life.
But having this word as focushas really reined it in and it's
(04:50):
almost like the universe hasbeen dropping things on us to
remind us to focus, as hard anddifficult and boring, as our
brains find this, it's wherewe're going to get success, and
it's been dropping clues likeyeah, like anything.
And we wanted to talk about iton the podcast because, even
(05:13):
though it might not be your wordof the year, what has come up
for us are incredible lessonsthat we want to share with you,
because you may see yourself insome of these lessons, or you
may.
They may be moments that youjust needed to hear today to be
like oh, that's me, okay.
So I suppose the first thingthat we'll kind of talk about is
(05:33):
Mia and I have built anincredible business Hive Hub
Collective and we haveincredible members that have
come along with us, and what'sbeen beautiful about it is we
have been able to test a fewthings in this process and and
you know, we've had someincredible launches that have
have really outdone ourexpectations.
We go, wow, that's amazing.
And then we've gone and we'vekind of pivoted not completely,
(05:56):
but a little bit and then we'vehad dips and that.
Why is that happening?
I don't understand it.
And now we've actually pulledback a bit and looked at the
numbers, and if you are notlooking at the numbers in your
business, that is a problem, andso we'll kind of touch on the
numbers that maybe you need tothink about, or the numbers that
you should be looking at, justso that you're aware of it.
We're not going to go too deepand overwhelm you.
(06:17):
This is more of a podcastepisode.
That is a reminder to simplifythings.
It's a reminder to if somethingis working, there is a reason
why it's working.
Double down on that.
As boring as it may be, ifyou're an entrepreneur with ADHD
and manifesting degenerativeand all the things, find a way
to make it fun.
And that's kind of where we'reat now.
So I suppose, mia, do you wantto?
(06:39):
Kind of should we talk aboutwhere we've seen those spikes,
where they've worked, maybe thenwhere we took a little pivot
and now how we've come back tothings.
Yeah, so it's been a bit of apattern for us.
We'll do a launch on a topic anddo really well and we're like,
wow, that was great.
And instead of repeating thatexact same process and doing it
(07:02):
again, we ah, cool, what elsecan we do?
Because we hear, likeentrepreneurs and people that
have had hugely successfulbusinesses say, you know, you do
a launch, it's amazing.
Then, if you go out, you tweakone thing and they're like fuck
it, we'll tweak the wholegoddamn thing.
And then, when it like, does adive bump.
(07:23):
But then when it's not assuccessful, we're like, and then
you don't have the metrics toactually tell you why it wasn't
successful or what you couldtweak.
So we, like me and I, ifnothing else, we are transparent
enough to let you know that weare in this for real and we will
tell you what works, becausethose people that are telling
(07:44):
you like, if you just do this,you you'll have like a $20,000
million launch, that's a crushto it, because you need a lot of
things that are going to makethose things work.
So what we want to do today isjust show you now how we're
changing one thing or how we'redoubling down on one thing and
allowing the rest of thisbeautiful creative
entrepreneurial process.
Just sit over there for aminute, because right now we
(08:06):
need to do this.
So, yeah, sorry, may, forinterrupting you, but I just
wanted to make that.
It's the small tweaks that seemso boring, but now we know
they're so important.
Yeah, and I mean it took us alittle while to, you know, not
figure this out, but realizewhat was happening with us.
We would do another launch,it'd go really well, and then
(08:27):
we'd do something else and pivotand get, you know, caught up in
busy things or shiny objectsand then wonder why the sales
dipped.
And then, okay, well, we'll doanother launch again and got
great results.
And then we're like, oh, thatwas really great.
And then we'd do it again.
We'd, you know, pivot ontosomething else or get caught up
(08:48):
in the busy work and we startedto realize, like what we've been
doing is working and we justneed to do it again and again
and again Rinse, repeat, refine,rinse, repeat, refine.
And you know, instead ofdiluting yourself across lots of
different projects and maybeyou've got a few different
offers and things going oninstead of diluting that, just
(09:10):
get really, really good at doingone thing and doing it over and
over and over again.
One platform, one funnel, oneoffer, one traffic source.
Because, at the end of the day,no-transcript, because only a
(09:37):
percentage of people are goingto convert into customers.
So therefore, your only job isto get more people inside that
funnel.
And if the funnel is leaky,then that's where you're
refining it, because you'redoing it again and again and
you're patching up all the holes, so the funnel isn't as leaky.
And when you get sidetracked onsomething else, or you want to
(09:57):
put another offer in your standstore or you want to start
creating content about somethingelse because you're bored,
that's when it starts to get abit diluted and your results
aren't as um, I was going to sayit's that word where it's just
like concentrated, I guess,because you're diluting yourself
(10:18):
and you're getting caught up inall these other things.
And I've done it multiple,multiple times.
But if I look back on my, youknow, last three years at least,
when I have focused on onetopic, on one platform,
promoting one thing, that'swhere I've got a lot of my
(10:38):
success.
And what we've kind of, Isuppose, had to realize as well
as implement is the fact that Ithink we were trying to, on the
outside, change and pivot andhelp as many people as we could,
instead of focusing on how wewere getting the success with
(11:02):
our members inside our community, how we were teaching them what
was working.
And then once, once they're inthere, then we can explore and
have fun and share and showwhat's possible.
Once they're in there, wherefrom the?
You know, if you look at afunnel, if, at the top of the
funnel, I think what we weretrying to do is is be everything
to everybody, which we knowisn't the right thing to do.
This isn't our first rodeo, butwe're also human designers,
(11:27):
built like it is and we knowwhat's possible.
But what we need to do is getpeople into our community so
that we can show them what'spossible for them, and now
that's what we now can seehappening is, all of a sudden,
now it's attracting that personthat we know we can help, that
might have four or fivedifferent things that they need
help with, but right now we wantto help you get paid for
(11:51):
creating content so that you canthen fund the business of your
dreams, build the personal brand.
You want, not have to go backto work, retire.
Our point and our passion andour purpose is to help women
especially, get paid for contentso that they can either do that
forever through what's calledUGC and landing brand deals and
(12:12):
just stick on that path and thatbecomes their business, or they
go amazing.
I can get paid for that.
I learn better content, Icreate better content, I've got
a community around me and I canbuild a digital product that I
absolutely fucking love, andit's funded by, potentially, ugc
and now I can make my own adsbecause I've learned this skill
set and that happens in thecommunity, and I think that's
(12:33):
where we got tripped up a littlebit.
Potentially, and that's what wewant to share with you today is
if you have one offer like if weasked you right now, think of
that one offer that you've got.
That, you know, is atransformation for somebody.
I don't want you to think, oh,I've got that and that and that,
just one one right now.
(12:53):
And if you don't have it, thatis okay.
But if you've got, if you'vegot four which Mare and I know
well and I'm the queen of it Iwant you to think, yeah, I've
got four, but what's a hugetransformation?
What is a transformation?
I know somebody and you don'thave to have helped everybody,
but one person said to you oh myGod, that was so helpful.
Because if somebody said thatis helpful, that is a
(13:15):
transformation.
Double down on that, focus onthat, focus on that and build on
that, build on the contentaround that to bring people into
your community so that then,once they're in there, then you
get to take them on anincredible adventure with you,
but you've got to get that focusto create that conversion in
the first place.
Yeah, and you've got to meetyour audience where they're at
(13:36):
and take them on that journey.
And you know, you might nothave a community or a membership
, it might just be a one-offcourse.
But the whole idea is, you know, getting people inside your
world with one message, oneproblem that you're trying to
solve, and down the track youcan help them.
You can upsell, you can do afew different things, but
(13:58):
nailing that one thing first andyou know you might just be a
UGC creator at this point.
Well, focus on that.
Don't worry about the standstore, don't worry about
anything else.
Your sole focus is to getreally good at that, really good
at the content, really good at,you know, finding these jobs.
And until you've nailed that,until you're comfortable with
(14:18):
that and you're ready to move tothe next stage, then do it.
Don't dilute yourself and getsidetracked and overwhelmed and
all these shiny objects, youknow.
Just focus on that one thingand it's also the busyness of it
(14:44):
that gets you overwhelmed andlooking at different places,
like you know, the continuousneed to feed and fuel social
media, I think, is what dilutesthe focus in the first place
Because, especially if you're anentrepreneur that's just trying
to find out where you fit andhow to get people into my funnel
, you're continuously testingnew ideas, testing this, testing
that, getting out there, tryingthis, or maybe I'll do that
that didn't work in one reel, soI'll change it, or that didn't
work in, like if you've got anoffer that has worked for
(15:08):
somebody.
It's about doubling down on thatmessage understanding that
ideal customer, understandingwhat they want, how you can help
them, and bringing them intoyour world, usually through a
freebie, something that's free,that they can give you their
email address and then, oncethey're in your world, that's
when you can create content thatis larger content, that is,
(15:29):
emails, a blog, a podcast, avoice note or whatever it is
that talks to them further, thattakes them further down that
funnel to the point where theymay purchase from you hopefully.
So it's.
I think social media is thattricky one.
It's, yes, it's such abeautiful, powerful, free tool,
but it does dilute that focus interms of you know, you
(15:51):
constantly thinking you've gotto feed the beast, which you
constantly trying to be creativeto feed it, which then kind of
takes away your point andpurpose of what you're actually
trying to get people in for.
Do you know what I mean?
And you over consume and yousee other people doing this and
that and you go oh, maybe Ishould do that and getting all
confused.
And or maybe you're trying tobe on too many platforms at once
(16:11):
.
In the beginning, just focus onone, just one.
And that's what I did just onTikTok.
You know, my sales started todrop and I started to get
overwhelmed and all these shinyobjects with starting a blog or
trying to make the websiteperfect and all these different
things, when it was taking awayfrom the time that was actually
(16:32):
making me money in the firstplace, which is creating content
with the same message to thesame person over and over and
over and over again.
And you know you can build anaudience, pay for an audience or
borrow an audience.
You know, get good at one ofthose and stick to it for a long
period of time before you startbringing in all these other
(16:54):
things, and we don't do that onething forever and that's all
you can do.
But when you do, look at thebig rigs who have been in this
game for a very long time.
They've got that one offer.
They've got that one trafficsource, you know, and they've
just been doing that for yearsand years and years.
And so do we want to just goover those three Bs I think it
(17:16):
was, was it three Bs or was ittwo Bs in a different letter?
Well, you can build an audience, so that's yeah.
I was just going to say let'slike talk people through that
because you may be now curious,and then I thought we could just
touch on kind of how we'redoing it, to show people what
we've decided to do and wherethis focus comes into it.
But let's go on the whole buildan audience Like what does that
(17:36):
mean?
So for most people?
This is where you're going tostart.
What does that mean?
So for most people, this iswhere you're going to start.
You're going to build anaudience online.
So this is organic social media.
You're going to post contentdirected to your ideal customer
and you're going to get betterand better and better at it.
Refine it, refine your message,look at your analytics, and you
choose one platform I knowwe're the queens of it all but
(17:59):
one platform and do it.
Well, then repurpose.
But I would just do oneplatform.
Well, build there, and that'swhat I did just TikTok.
It was just TikTok, you know,and it will take time, like I
think we.
Let's be really frank.
Organic takes time, there'snothing wrong with that, but it
does take time, and that is okay.
Yeah, yeah, and that's.
You know.
(18:20):
I always say to people don'tstart running ads until you've
kind of mastered the organiccontent, because ads are very
risky and if your content isn'tgood, if the creative isn't good
, you're going to lose a bunchof money, which is a game, while
we have our free masterclass,the double dip method, because
you can learn how to do thiswhile you're getting paid from a
(18:42):
brand that's also then going toshow you how to do it
organically or paid, so that'sin the show notes.
Go and get it, watch it,because that's how you're going
to get paid, so that you can dothis organic stuff slowly,
because there is income comingin.
You're not just building,you're also getting paid and
you're learning, yeah and yeah.
So building that audience isgoing to take a bit of time, or
(19:05):
you can buy your audience, sopaid ads.
If you're already really goodat content and you don't have an
audience, maybe you might justjump into paid ads.
You know it's a quicker way tosell your stuff because you're
paying money to get your stuffin front of people and you can
kind of sit back and you're noton that constant content hamster
(19:28):
wheel.
You've got an ad running,you're watching the numbers,
you're getting really good atrunning paid ads, so that's how
you can get another source oftraffic.
Or you can borrow an audiencewhich is, you know, getting on
other people's podcasts or youknow, having an affiliate
program.
So you're putting yourself infront of other people's
audiences.
(19:48):
And again, that can't.
I would build an organicaudience first before you start
looking at that, unless you'rereally good at getting on other
people's podcasts or whatnot, oryou know you're really good at
affiliate, managing affiliatesand that sort of thing.
And I mean, for us we sort ofdo all three, but we have, you
(20:10):
know, our main source at themoment is the organic content.
I would say probably 60% andthen maybe it's 30% on our ads
and then 10% for affiliates.
Yeah, and so in the beginning Iwould recommend building that
organic audience first and yes,it will take time and that's why
(20:31):
we teach our students UGC,because you get that cashflow
coming in, your content'sgetting better and your
confidence is getting better aswell, coming in, your content's
getting better and yourconfidence is getting better as
well.
Yeah, and I think that's thething is, if those things are
working, then you know,sometimes the biggest thing that
stops us creating more contentorganically is because you're
(20:52):
not seeing the return on yourinvestment, the return on your
time.
You're not getting paid for it.
You know you're in the 200views jar, whatever that looks
like, where that's like me saidwhy we have UGC as part of our
communities, because if you canget paid by a brand to create
content, you're learning how tocreate better content.
You're getting paid for thecontent you're creating so that
(21:13):
you can kind of take a littlebit of a breather and be like,
oh okay, I can now work onbuilding my course, building my
digital product, whatever thatlooks like, whatever you're
building, to kind of fund thatfor you so that you can have
some more fun creating contentorganically anyway.
And so you know, in terms ofpaid ads and things like that,
we probably wouldn't recommendthat unless you've got a um, a
(21:37):
product that's actually working.
Like you, you've tried, you'vetested, it's working.
It might be a digital product,it might be a digital course, it
might be something like thatthat's working and so you can
start running ads to that, or ifit's a membership or something
like that.
But it's got to be a communityor something that's working for
you, so that you are paying forthe right leads, I suppose and
(22:00):
that comes again with time andthings like that.
But if you're in the boat thatyou're really looking at that
organic content, then it's justabout creating more of it and
seeing how it works, testing it,but sticking to one platform.
So if TikTok isn't your thing,don't do TikTok.
If Reels has been your thingand you've been on Instagram for
(22:22):
a while, you're like I get it,I understand, I'm comfortable
there, stay there.
Don't think you have to dosomething different because
somebody told you to you know,stick to the one that you enjoy,
because if you enjoy it, you'regoing to do more of it, and
that's the most important part.
Yeah, and once you get good atit, then you can bring in a
podcast, then you can bring insome other things I just want to
touch on.
You might be thinking, okay,I've got this course and it's
(22:44):
not really selling that well,and I've got shiny objects
syndrome and you're telling meto focus, but then we're saying,
go and do some UGC.
Well, that's not focusing.
The main reason why we teachUGC and why we think it's
amazing is because if you'retrying to sell something or do
(23:04):
something online and it is notworking properly, it's nine
times out of ten it's a contentproblem.
And if you keep ignoring thatand you keep throwing spaghetti
at the wall and you've got nocash flow coming in, your
confidence is low, yourcontent's not converting.
You need to do something aboutit.
And UGC is that one thing thatyou can focus on for a little
(23:29):
while.
It doesn't have to be your maingoal, your main anything, but
it's almost like that have yourcake and eat it too, type of
thing, where you're fixing allthe problems and getting paid
for it so that when you arebuilding your dream business,
(23:51):
you can focus on that solely.
But you've learned these skillsthat are just going to propel
it forward.
Yeah, and, for example, we'vegot Christina, who came into our
world with her membership andshe came to us like oh, could
you guys help me?
Like I'm building a digitalcourse and a membership.
I really want to learn more,yep.
So she came into the community,loved being in the community
(24:12):
and then was like what's thisUGC?
And her membership and courseis around video editing and
she's incredible with videoediting.
And she was like what's thisUGC?
I'm like you'd be amazing atUGC, like your editing skills
are incredible.
So she started doing UGC andall of a sudden just kind of
said to us didn't know, this waseven a thing.
Now she's got brands coming toher, she's had paid brand deals,
(24:35):
she started a podcast aroundUGC in the UK.
Like all these things came fromthat desire of wanting to bring
more people into her communityand build her course and things
like that and then discover this.
So she didn't lose focus.
But she gained the ability toget paid so that she was then
able to focus on building hermembership or at least getting
(24:58):
paid, so that when she's doingher membership, she's enjoying
and loving speaking to thosemembers and sharing with them,
but knowing there's an incomecoming into her family through
UGC.
So it's not losing focus at all.
All it is is giving youconfidence, clarity, cash flow
all the things that are neededto stay in this online world,
because it's it's a big placeand if you can stay here because
(25:21):
you've got cash flow, you'regoing to build that confidence,
your content's going to getbetter, the things are going to
be amazing, it's going to workand you're leveraging something
that's going to help you in yourbusiness long term.
If you've got to go to a nineto five to fund your business,
that's losing focus becauseyou're fucking spending 80, I
was going to say 80, 38 hours aweek at a job when you could be,
(25:44):
you know, creating content andgetting better at content at
home and getting paid for thatand that's going to be.
You can leverage that in anybusiness, doesn't matter what
you're selling.
Yeah, so in terms of kind ofwhere this conversation started
around having the word of theyear, so if you haven't got a
word of the year and you'recurious, go and listen to that
(26:05):
podcast episode.
You could start now.
Or if you have got a word ofthe year and you feel like
you're a bit detached from it,maybe revisit it, see what it
means to you.
But for us, we just wanted toshare this lesson with you
because what we did do is sawthe numbers moving and changing.
Every time we had a win.
We kind of did a bit of a pivot.
We changed too many things inthe process and we went, oh,
(26:26):
we'll need to do this, this,this, and then we saw a decline
and then we went hang on aminute way back there.
We'll go back there Still withthe same intention, still with
the same kind of overall focus,where now we're at a stage where
we've tightened the funnel sotight.
We have one.
We have two offers.
One is a free masterclass whichyou can come into at any time
(26:46):
and watch it and understand whatwe're about, and one is a lower
ticket UGC beginner course,like really beginner stuff,
where you can just getunderstanding, learning and then
, if and when you need moresupport, the community is going
to be there and we have an openclose.
You can come into the communityand find out more with us.
But it's it's more about,there's it's just all funneling
(27:08):
to the same thing.
So when we create content, it'sgoing to the funnel, it's it's
one, it's not.
Oh, we've got that freebie andthat freebie and that freebie
and that's on the standstill andthat's over there.
Maybe we should promote that.
It's before we were doing thatand it was still all kind of
going to the same place, but itwas too overwhelming.
It was overwhelming for ouraffiliates.
We could see that we said tothem sorry guys, guys, we fucked
(27:29):
up.
We've tightened the ship foryou, um, and since we did that,
they've now seen success,because they're like, oh, now I
can just send my community to dothis one thing.
I'm like, oh, sorry guys, wedidn't mean to confuse you.
So even that is exciting for usbecause finally we're giving
them what we always wanted to.
But we just, you know, we gotoverwhelmed, aware, the first to
(27:51):
say, fuck, it happens, it'sokay, yeah, and it's all.
You know.
We got overwhelmed and we'rethe first to say fuck, it
happens, it's okay, yeah.
And it's all learning, you know, and it's a really big lesson
on meeting your audience wherethey are at, yeah, not getting
too ahead of the game andtalking about a million
different things andoverwhelming them.
Meet them where they're at atthis point in time, yeah, yeah.
So that is our podcast fortoday.
(28:12):
If you've got a word of the year, please let us know in the DMs
what it is.
And if you're having troubleand you've slipped away from it
and you want to come back to it,even better, we will help
celebrate you on that one.
Do we have a little love?
Don't love for today, mia, byany chance.
Oh okay, my love this week isTikTok again.
Oh my God, like I love again.
(28:35):
Oh my god, like I love tiktok.
This is stupid.
It has diagnosed basicallyevery single problem I have had
with my body.
I I have never been able toburp right, just never been able
to burp.
I can't, all right.
I was like this is weird.
Like everyone can burp and Ican't burp.
It's weird.
Saw a tiktok last night andshe's like I just figured out
why I can't burp.
It's called I don't know whatit's called.
It's called RPCD or somethingand I'm like what?
(28:59):
This is a condition, Deep diveinto TikTok, into this, whatever
it's called.
Yeah, it's a thing.
It's a condition where, like,something in your trachea is too
tight so you can't let air out.
You can let air in but it can'tcome back out and you can get
Botox injected into your neck.
Okay, good, all these peopleare cured because you get so
(29:21):
bloated and like you can't, youknow, release yourself and you
get Botox in the neck.
They can burp Relief, nobloating, and I'm like there you
go, all right, so you're gonnaget botox in your neck.
You're just gonna fart more.
I mean, what's it gonna be?
I get botox in my neck.
(29:44):
I've been a big drinker for mostof my life and like I get so
fucking bloated, like could youimagine drinking a bottle of
champagne and not being able toburp?
Yeah, okay, all right, tiktok,diagnose me.
I'm like, there you go, thereyou go.
So if you can't burp, I need towrite down what the name is.
It's some weird name, but it'san actual thing.
(30:06):
Yeah, well, that's good to know.
Okay, great.
So my mom's TikTok again, don'tlove, not birthing, I guess.
No, that's fair.
That's fair.
It's all our ailments.
I love it because mine's goingto be an ailment as well.
(30:27):
Our listeners just know too muchabout us.
I know right, come to ourpodcast, hear about our ailments
.
Jesus Christ Sounds like suchan old word.
My ailments, I know, but youknow like do you get that point
(30:48):
when you hang around your folksand stuff like that and you find
that their chat just goes tolike what pills they're on and
what doctor's appointment theyhad this week.
You're like, oh my God, that'shappening.
That's just not okay.
You get to an age like mystepdad has had a few falls over
the years.
You get to that point where youdon't fall over, you have a
fall.
Yeah, I didn't trip down thestairs, I had a fall today.
That's so true.
(31:10):
Shit, shit.
What's that's so true?
What's your love this week?
Um, my love this week is um.
So I had a friend's 40th and itwas just.
I just love dancing.
Like, I love dancing so muchand dancing dancing because I'm
(31:32):
from south australia.
We don't dance, we dance, and Idon't want the plant, I want
the plant get fucked.
You say plant and dance and getfucked.
I know right, so wrong, and Isay it lego, not lego, it's a
weird one.
(31:52):
That's a weird one.
All right, welcome to SA guys.
So it is the dance.
So like, if there is music on,I will make, find or create a
dance for, and that's just, andyou won't get me off it.
And it was funny.
We came home that night and likewe had some drinks and whatever
.
It was all fine, fine.
But I said to him I was in alying bed.
I was like just, thank you forlike accepting me, like I'm a
(32:16):
lot and I just, I, just, I justwell, he was like on the dance
floor too.
He's pretty good like that.
But at one point he was prettyhe was getting tired because his
feet hurt and I was like, dude,you're wearing flat shoes.
Like I knew I was like there'sa lot of partners and husbands
that'd be like she's a bitembarrassing, she's a lot this
(32:48):
guy's like whatever.
So I also love him for that.
So that's pretty good.
So I don't really have a don'tlove, other than I must admit
the one thing that I don't loveis sticking to the party theme.
When I used to work corporateand stuff like that, I used to
wear a lot of high heels.
Like I love a high heel thatmatches my outfit, like it's my
jam, dressing up as we know,dress handy, feel it's my thing,
and high heels.
(33:08):
Now and I we can't be friendslike we're.
Really I didn't realize that itactually happens.
Like you actually get to an agewhere it fucking hurts and I
wore boots and that was fine andthey were high, but by the end
of the night, like the next day,I was like, mate, you know what
the balls of your feet feellike?
They're small, it's like alittle ice pack.
(33:30):
Another ailment, another ailment, so fast.
This is definitely a 40 pluspodcast.
So when we have an event, guys,it's going to be flat shoes but
sequins and a dance floor,kitten hill maybe?
No, just wear your sneakers.
You're the dance floor withyour nikes.
(33:51):
It's's not going to be InMelbourne.
They've actually got this.
I think it might be in Brisbaneas well.
There's a disco for millennialsand yeah, it's been here.
It's been here for 10 years.
They did one of them inAdelaide too, and I was like,
okay, this is my kind of dance.
I think they call it.
I've Got Shit On Tomorrow orsomething.
(34:11):
I'm like oh God, welcome to the40-plus podcast, where we are
living our best lives, ailmentsand all All right.
Oh, we've got to go, guys, weneed a nap.
Yeah, we've got to go researchsome HRT patches or something.
See you later, see you nextweek, see you Shit podcast.
(34:33):
We've got so many good ones too.
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