December 8, 2024 • 29 mins
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Healing practitioner Kelly Lubeck believes the more we show up well in the world, the more it allows us to make a bigger impact. She runs her healing practitioner business under the tagline: "The world needs you well" and her work is devoted to unraveling the secrets of resilience and well-being for entrepreneurs and change-makers.
In this coaching style episode I'm helping Kelly break down how she can stand out amidst all the other healing practitioners out there and avoid the biggest mistake that most health coaches make when it comes to their marketing.
Key Takeaways:
- Selling signals of interest instead of pitching your offer
- Using your coaching as your marketing
- The benefits of live streaming to help grow and nurture your audience
Resources
Connect with Kelly Lubeck
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Because when you start showing up with clarity, confidence, and the right content—your ideal clients won't just notice you. They'll choose you.
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Thanks for tuning in. If you found this episode helpful, share it with another expert entrepreneur who’s ready to stop blending in.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brad Powell (00:03):
Welcome to the Standout Business Show, where
it's all about making a biggerdifference by doing business
differently.
I'm Brad Powell and today we'redoing a special episode, which
is a coaching style episode.
I've got a friend and healingpractitioner.
Her name is Kelly Lubeck.
She's on a mission to helppeople like us entrepreneurs,
(00:25):
who tend to be working all thetime, stressing out about
everything we do, climbing thelong mountain to entrepreneurial
success, and along the way, weoften forget how to take care of
ourselves and we leave behindthe idea of you have to be
healthy if you're going toactually show up the next day.
(00:47):
I like to use the metaphor ofyou know, if you don't charge
your iPhone at night, you're notgoing to have a phone in the
morning, and it's the same withyourself.
There's a lot of things that weneed to do for ourselves that
keep us energized and keep us inbasically, a good state of
(01:08):
well-being.
This is really Kelly's work,and we're going to talk about
Kelly's place in the world ofhealing practitioners, which is
a very busy space, so let'sstart the show.
(01:29):
Before we get started, I want toannounce that, after three
years and over 160 interviews onthis show, I've just created a
self-assessment tool that I'mcalling the Standout Business
Scorecard.
The scorecard lets you rankyourself on how much your
business stands out and willgive you personalized
recommendations based on yourscore from several of my past
guests.
So to find out your standoutbusiness score, just go to
(01:54):
awesomevideomakerscom slashscorecard.
I'll say that againawesomevideomakerscom forward
slash scorecard.
It's quick, it's free and youcan thank me later.
And now back to the show.
Kelly, welcome to the show.
Kelly Lubeck (02:17):
Thank you.
I'm so glad to be here with you, Brad.
Thanks for having me.
Brad Powell (02:22):
Yeah, well, to get us started, I just would like to
imagine that we have some sortof magic wand and I could wave
that magic wand and I could saywell, let's imagine six, eight
months from now, somewherebeyond the middle of 2025, next
year, and everything that weeither talked about today and
(02:45):
other stuff that you're puttingin place for your practice, was
going really well.
What would that look like foryou?
Kelly Lubeck (02:54):
What that would look like.
I'm very drawn forward by asense of mission and purpose,
for sure, and my work, my linethat I put in every single email
that I send to my community isthe world needs you well, and I
feel like really really livinginto that piece and
(03:14):
understanding that the more thatwe take care of ourselves, the
more that we heal our ownnervous systems, the more that
we show up well in the world,the more that it allows us to
make a bigger impact out in theworld, and so right now, I have
a number of different ways thatI work, but one thing that I'm
(03:35):
dreaming up and dreaming intobeing is a collective space.
It's all about rooting into ourown resilience and finding ways
for all of us, whatever kind ofchange-making we're doing, which
also includes parenting andcaregiving.
But the ripple that we'remaking out in the world is made
(03:55):
even stronger because we'rerooted in resilience, and so
what I would see as successhalfway into 2025 is to have
this solid community built wherepeople are dropping in a couple
of times a month to reallyremind them to do deeper healing
work and remind themselves ofthe iPhone charging at night,
(04:17):
the work that we need to doongoing Support ourselves and
sustain ourselves and grow ourresilience and grow our capacity
to be out in the world and bedelivering the life-changing
work that we're doing.
Brad Powell (04:30):
Yeah, all right.
So, from a business modelperspective, tell me a little
bit about what that looks likein terms of when you say
collective and the way that youwork with people.
Like how big does that need tobe in terms of you know how you
work with people.
Like how big does that need tobe in terms of you know how you
work with people and how youcharge them and and how you
actually support yourself fromthis work you're doing?
Kelly Lubeck (04:53):
Yeah, so my dream is to have 108 people in that
collective 108.
Brad Powell (04:59):
Okay.
Kelly Lubeck (04:59):
It's a sacred number.
So I would love to have 108people there, and I think it's
going to be launching in theearly part of next year and so I
know it's going to take alittle time to get growing, but
I have lots of curriculumalready to deliver and a lot of
ideas about how this is going toroll out and visions for it
(05:20):
specifically.
So I know that there will be aninitial test phase and then my
hope and plan is for it to begrowing.
So I would love to have 108people.
I would also love I have myprogram Befriend your Body,
which is a more intensive 12week program, which there are
pieces being woven into theRoots of Resilience Collective
(05:42):
that are going to include that.
So there's a little bit of thatunder construction, but that I
would love to see that programthriving because it is so
life-changing for people Like Ihave people coming back saying,
oh my gosh, my parenting isdifferent, the way that I'm
walking in the world isdifferent, I'm taking care of
myself differently, I understandmy nervous system, reactions to
stressful events and I knowwhat to do now and that it's so
(06:06):
exciting to me to see the rippleeffect of that work.
So I would love to you know berolling that out a few times a
year with, you know, a good 20people in there, so they get the
attention they need and it'salso kind of a full community
that really learns from eachother as well.
And then in there is also theprivate work that I do with
clients and I offer speakingengagements and retreats to
(06:30):
organizations as well.
So the bigger picture of thebusiness is that all of those
different pieces.
Brad Powell (06:37):
Okay, well, right now, how are people finding you?
What are you doing so thatpeople know about your work and
will know about these upcomingprojects that you're doing?
Kelly Lubeck (06:49):
Yeah, so most of my work is most of my client and
student base is from referral.
To be honest, I send outregular newsletters.
I have been I have a smallishlist and I've been writing
fairly regularly for a few yearsnow.
I started in 2020.
Before that, the last one I'dwritten was, I think, in 2012.
(07:11):
So in 2020, I started gettingmore regular, 2024, I'm
definitely more on the regularside and I've been sharing via
email about different offeringsI have, which is a newer way of
doing it.
But much of my work it's prettyhigh touch and much of my work
has been making phone calls andreaching out to people and
(07:32):
checking in with you know, paststudents or current past
students or clients or currentstudents and clients through
other people's podcasts orevents.
Like our mutual friend Mia,I've been on many of her events
and I teach in her space andthen when I deliver speaking
engagements for organizations,people also find me there.
(07:53):
I've done a little bit ofdabbling on.
I mean, I've written things onsocial media.
I post my newsletters.
I have never done a live onsocial media, but I have um put
video clips of a few differentthings up.
Just this last summer I finally, or this fall.
I managed to do that all right.
Brad Powell (08:16):
All right.
So I hear you're doing an emailpretty regular email and you're
also doing some things whereyou're out in the world, like
you're doing speakingengagements.
Or you're also doing somethings where you're out in the
world, like you're doingspeaking engagements, or you're
collaborating with partners likeMia, yeah, and that all sounds
great.
One thing for you to considerwhen you're looking at reaching
out to new people and bringingthem into your realm there's
(08:39):
this tendency amongst folkseither when you're sending up
something like an online course,you know the creator goes into
the woodshed and they spend abunch of time in there doing the
stuff of building thecurriculum and putting all the
videos together and all thelesson plan and all the other
stuff and you're building onsome kind of course platform and
(09:01):
then, when that's all done,then you come out to your
audience and just say here it is.
I got this thing.
And it costs this much andyou're going to love it and come
on and buy it.
Why don't you buy it now?
What that does, no matter howgood it is, is it sets up this
(09:21):
very binary proposal.
It's either well, I can buythis or I can not buy it, and
most people, just because ofwhere they're coming from and
how busy their lives are, andwhether they're ready or not to
do this at the moment, they'renot going to say yes right away.
Only a few people will do thatand, as a result, most of the
(09:45):
new, brand new online coursesdon't necessarily do very well.
I don't know what the statisticsare, but my guess is the great
majority of online coursecreators, when they go to launch
a course, it doesn't performparticularly well.
So what I know that actuallycan work a whole lot better is
(10:06):
to create signals of interestfor the thing you're doing,
especially while you're creatingit, and what this can do.
Especially this works intosomething like a collective
project is you are gettingpeople engaged with the work and
you're getting feedback fromthem around how it's going to be
(10:30):
put into place and what will bethe parts that are there and
what are they actually lookingfor and what would they benefit
from the most and what could youdo for them that would make it
even better for them?
Yeah, and in this way and I'lljust compare it to like some big
things that are out there, likethere's some big, giant music
(10:51):
festivals that do this kind ofthing really well, which is that
on an annual basis, there's onefamous one in the UK called
Glastonbury I think they canhave, I don't know 400,000
people come to the festivalevery year.
Like it's it's huge, but theyhave to, you know, and it's
(11:12):
expensive.
Like you spend $100 or more toget a ticket to get to this
festival and you know it'sseveral days and there's many,
many bands, and you know it's anoutdoor festival and the people
who like it really like it,they're dedicated.
So what they do to fill upthose hundred thousand ticket
sales, to get those sold, isthey basically say, well, look,
(11:36):
next year's festival is on thisdate.
You can't buy a ticket now, butwe are going to open the doors
on this other date, this earlierdate, and if you want to be
sure that you get a ticket, makesure you get on our waiting
list.
So what happens is that theyget more than 400,000 people on
(11:57):
their waiting list.
They might get a million peopleand it's clear to all of those
people that there are a millionpeople who want to get in and
there's only this many peoplewho can get in.
You're being really transparentabout there's demand.
Yeah, there's a lot of peoplevery interested.
(12:18):
It's not false scarcity, it'sjust there's only room for this
many.
Kelly Lubeck (12:23):
Yeah.
Brad Powell (12:24):
And, like in your collective, you say, well, I'm
only this many, yeah.
And like in your collective, tosay, well, I'm only doing 108.
Yeah, and so in your case, youwould want to be putting the
word out that, well, I'm doingthis collective and it's going
to launch on, and you pick adate yeah, march 3rd or whatever
the date is and there couldonly be it's 108.
That's, that's the cohort.
(12:48):
And if you and I and I'm notselling like I'm not opening the
doors now, what I like, what Iam doing now, is I want you to
tell me that you're interestedin, uh, maybe join my Facebook
group or join my sub stack orwhatever you want, and join my
newsletter so that I can, we canbe talking about how this is
(13:09):
going to come together and Ireally would love your help and
your input on how this is goingto be formed.
And so people put in oh, thisis interesting, yeah, I'm
interested.
All the folks who would haveknee jerk said, no, I'm not, I
don't want to buy it.
Most of them will go oh, yeah,I'm interested, yes, and so now
you have this signal of interest, yeah, and what you want is to
(13:35):
get a lot more than 108 people.
Kelly Lubeck (13:38):
Yeah.
Brad Powell (13:40):
I'm interested.
Yeah, so let's say, maybe youhave 500 or 600 or more people
who are saying I'm reallyinterested in this, and in
addition to interacting withthem and saying, well, I've just
finished this little bit ofcurriculum, I'd love to have you
take a look at, like a previewof it or something, or a little
piece of it.
Kelly Lubeck (14:01):
To just the targeted group, to the
waitlisted group.
Brad Powell (14:04):
Absolutely, absolutely, because you want to
nurture them and get them reallylike yeah, oh, this is cool,
yeah, and the more engaged theyare and the more interactive
there is this, this thing aroundthe creation of the project,
yeah, the more interest therewill be.
Nice, yeah, and you can dothings around.
You know, bring a friend here's, you know here's ways that more
(14:26):
, more of this can happen in abetter way, like go talk to your
spouse because they're going towant to do this too, yeah, that
kind of thing.
So you can sort of build thisinterest and enthusiasm for your
project as it's being created.
And then you will have thisearly date before it starts,
when the doors open, like whenyou can buy, and you want to
(14:49):
make sure that they know that onthis day, at 8 am, yeah, you
can buy the membership to thecollective.
Yeah, and, by the way, there'snow 650 people who said they
want to come in and I only haveroom for 108.
(15:10):
So make sure that within thefirst hour you come in and buy
if you really want to get in, ifyou do this well, in that first
day, you'll fill, fill it.
The glastonbury festival whenthey open the door, they sell
out in about an hour.
Wow, yeah, and they do thisevery year without fail, and it
(15:37):
works.
This, this completely works,and it's all.
The principle is just thatyou're you're creating greater
demand than there is supply.
Yeah, and it's real, it's verygenuine.
Yeah, and everyone can see it,we can all see it.
It's really clear, yeah.
And then this thing of thetiming of, well, yeah, if I want
(16:00):
my seat at the table, I have toshow up on this moment in time
and say, yes, and I've beenthinking about it for months.
Yeah, I love that For whatyou're doing.
I think this kind of approachcould work really really well
for you.
Kelly Lubeck (16:19):
Yeah, that's really interesting.
I think in my ideal world I'vegot a 108 mid next year, so with
that I think I was imaginingthat it would take some time to
fill it.
I understand it's also not inthe realm of it's not?
(16:50):
I love.
I love what you said about thatbeing on the binary.
It's like, oh no, I can likedip my toe in here and I can try
this out, but I love and Idefinitely intended to set up a
waiting list, but it's a reallyhelpful analogy to think of it.
You know, not being on thebinary, but also just having a
taste of it, or being even aboth a privileged group, but
also I really there's a part ofme that really resists the
excessive marketing.
(17:10):
Like Black Friday ended and Iwas like, oh, get out of my
inbox.
It was really intense and Idon't want to be.
I like support people and theirhealing and their nervous
system and their wellbeing, andI have come to the place of
acknowledging I do need tomarket in order for people to
know that I've got somethingreally good to offer them, and I
also don't want them.
(17:31):
I don't want to be bombardingin a way that feels
dysregulating, Like that's antiwhat I stand for and what I do.
So I really like this ideabecause it's also kind of
marketing, with permission, yeah, knowing that there's interest
Completely and the marketing isreally about being co-creators
with your audience.
Yeah.
(17:51):
I love that.
Brad Powell (17:52):
That's what it's about, and the people who are
interested.
They're going to rise to theoccasion.
There's something else youcould consider doing, which is
this is a big part of what I do.
I mean, we're doing it rightnow, and that is anyone who's
any kind of service providerwhere there's a type of coaching
involved and that can be partof your marketing as well, so
(18:15):
you can bring people on.
This is actually a direct way toget clientele but, it's also a
way to just show people how youwork and what it's like to work
with you, like, literally givethem the experience of doing
that.
Yeah, you know all serviceproviders, especially if you're
doing one-to-one work.
But however you do your work,even in a group context, context
(18:36):
people hire you because it'syou yeah, you know, doesn't
matter what your thing is likethe healing, practicing thing
that you do.
Well, there's other people whodo something kind of similar.
Yeah, the folks who say, oh, Iwant, kelly, you to help me.
They're needing to get to alevel of trust with you where
(18:59):
they feel like you're the one toreally help them, and so the
way that they get there is thatthey spend time with you, and
it's not necessarily a whole lotof time.
There's a study that shows it'sabout seven hours.
There's a study that shows it'sabout seven hours.
If we spend seven hours withsomeone you know, either having
(19:21):
a conversation, or we go bikeriding together or whatever it
is we do, after that seven hoursgoes by, there's a bond that's
happened and we've moved frombeing an acquaintance to being
more of a friend.
Yeah, and so we, asentrepreneurs, need to create a
similar kind of experience forthe people who we want to work
(19:42):
with, because as serviceproviders, we don't necessarily
need to be friends with ourclients, but we need to have
this same kind of not justsimply familiarity, but trust.
Right, people understand, like,oh, I can really see, you know,
I can see what Brad's about, Ican see what he's like, I can, I
got his personality, I resonatewith the way he is, and so he
(20:09):
seems like a good guy to workwith.
Yeah, the only way for someoneto get that far with me is to
spend some time in the body ofmy work, right, and so when I
look at creating content,instead of being the content
creator where I'm constantlylike out there on tick tock
doing pieces of content, Iinstead do stuff like this I'm
(20:34):
having a conversation withsomeone who I'm genuinely
curious about, who comes on as aguest, and I'm learning from
them.
Like this is my own developmentof like I'm learning, and when
I'm learning, I'm helping myaudience also learn.
Yeah, yeah, and that's justcool to do, and in that
conversational way, people are,yes to do, and in that
(20:59):
conversational way, people are,yes, they see the guests, but
they also see me.
I may not be there to share.
You know my expertise, but I amthere to be a facilitator of
this growth Totally.
And then in this case, like youand I are doing this thing
where I'm giving you some waysto grow your business, and in my
role as a standout businesscoach, yeah, and even though my
main forte and the main work Ido is all around video, anyone
(21:22):
who works with me gets thisother bigger part, Totally,
totally.
This is all part of it.
Like, it's sure, you can get infront of a camera and you can
set it up and the lighting isgood and that all is good and
you can say some cool stuff, butthere's a much bigger piece
around.
How does this help yourbusiness?
Absolutely.
Which is part of what I bring tothe work that I do, and so you
(21:44):
could be doing something similarin the sense that you could
offer to people, especially theones who are saying I'm
interested in your collectiveyeah, yeah, yeah.
Well, why don't we?
I'm offering the people who arenow on my wait list that you
can have a 20-minute sessionwith me.
That's free, and we'll get onlike this and I'll do a little
(22:09):
session with you, yeah, and turnthat into content Nice, yeah.
And it can either be like ifyou're brave, you can do it as a
live stream and then that's it.
That's all you need to do.
It's just out there.
Yeah, or you could turn it intoa podcast, or you could
transcribe it and turn it into ahealthy blog post yeah, so you
(22:31):
could do it in a closet and noone public ever sees the
recording.
You just transcribe it and putit out as text.
Yeah, there's all thesedifferent ways to do it,
depending on your comfort level.
Yeah, the outcome is similar inthe sense that you're now,
without really doing anything,quote, unquote, creative, like
(22:52):
you don't have to go out andmake it up, you just have to do
the thing.
That is completely within yourzone of genius.
People can come to you and youwork with them and that becomes
your best content.
Yeah, and now other people cansit with that work and get in
the seven hours of time.
Yes, and all of them are goingto be transformed.
(23:14):
They're all going to be like oh, now I get it.
I totally see what Kelly's allabout.
And you're marketing withouthaving to sell.
Kelly Lubeck (23:28):
Yeah, I love that and I totally see how that works
and even just like sitting herewith you and it's so mutually
beneficial and I've sat in othertrainings of yours and we've
been on summits together butit's fun to see you in action in
this way, to be on thereceiving end of it.
I think there is somethingreally beautiful about just
getting the energetic and seeingsomeone as facilitator which is
really different from justdelivery of content, part of the
(23:51):
work, like I would so rather bein conversation with someone
and connecting with them and Ihave content.
I could like fill bookshelveswith content, but for me it's
like being in the moment andmeeting someone where they're at
and really giving them whatthey need, which is pulled from
all of this body of work.
But giving them the space toreally feel into, oh yeah, in
(24:16):
very few minutes I can reallyfeel differently and I can see
possibility for other things.
That's a really it's a coolthing.
I love that idea and I lovethat it doesn't have to be live,
because live sounds stillsounds great.
Brad Powell (24:30):
Well, the advantage of live is there's a couple of
reasons to do it.
Live, yeah, give the advantage.
One is you can go live onmultiple places at the same time
.
So, wherever you think youraudience is, you can live stream
there.
Yeah, simultaneously, so youcould be live on LinkedIn, on
Facebook, on YouTube.
(24:54):
You can even go live on Twitter.
You can go live on TikTok, youcan go I mean, all these places
at the same time.
You could be streaming live ifyou wanted to, if you thought
that's where people in youraudience would be hanging out
online.
Kelly Lubeck (25:07):
Yeah.
Brad Powell (25:07):
Yeah, In addition to that, your co-person whoever
you have on you can schedulethis in advance and they can
share it to their people beforeyou go live.
Oh, and let's say you had somedream clientele.
Kelly Lubeck (25:23):
Yeah, yeah, yeah.
Brad Powell (25:24):
Happen to have a really big audience, yeah, or
you have colleagues who have abig audience and you offer them
to come on and do a session withthem and their people, because
they happen to have 800,000people following them on
Facebook, and so that's anadvantage.
And you know, like, I have aclient who did this.
She is a speech therapist.
(25:44):
Her thing was teaching speechtherapy to other speech
therapists as in how to workwith young people and help them
speak help them speak better.
It was a really good offering.
She had a membership and couldjoin for something really
affordable like $25 a month.
Oh, wow, yeah.
And for the speech therapistsof North America, it was a
(26:08):
really good solution, becausemost of them work in public
schools.
They don't make a ton of money,but they do need professional
development.
Yeah, the school isn't going topay for them to do that and
they can't really afford to doit, but $25 a month was simple
and really accessible.
So she started doing a livestream on Facebook and this is
(26:30):
when we got together.
This is what she wanted to do.
So I helped her set this up andshe would bring on another
therapist and, week after week,do one thing with one person who
had a specialty and, of course,that person would share the
stream to all of their people.
Nice, and week after week heraudience grew and she got her
(26:51):
membership to where she wasmaking, you know, $25,000,
$30,000 a month off of this $25a month service.
Wow, like she's become like theOprah of speech therapy, like
she has a talk show.
That's amazing and all thespeech therapists in North
America know about her.
Wow, really know, that's great.
(27:13):
And she lives out in, you know,in the middle of nowhere in
Missouri.
So cool.
And the main engine behind itwas just getting on with another
person, a colleague, and goingthrough stuff that they both
knew and that kind ofcollaborating thing where it
naturally and organically grew.
(27:34):
I love that.
That's very inspiring.
Thank you, you think about, amI brave enough to go live?
Well, if you do it the rightway, there's some really
inherent advantages to doingthat.
You go live and then you don'thave to do anything else no
editing, no fussing, all ittakes is the 20 minutes or 30
minutes that you're livetogether and then you're
(27:54):
completely done.
Kelly Lubeck (27:55):
All right, I like that.
I could do a few practice runsand then from there get up there
.
I do live on Zoom all the time.
It's actually not very.
I remember actually, during thepandemic, I got my first pretty
big speaking engagement and Iwas told there were going to be
900 people there.
(28:16):
The most I'd spoken to in aroom was like 100, probably 150
people, and I was reallycomfortable with that.
But this whole 900 person idea,I was like oh, and I was like
you know what?
All I can see is 20 on thescreen.
So if I'm just talking withsomeone and I'm present with
them, that's all.
(28:37):
That's really all they're doing, right?
So it's more the mind stuffthat gets in the way.
Brad Powell (28:43):
Yeah, it's completely a mind game and you
just have to let it go.
Just have, imagine that you'resitting across from them at a
cafe and have the conversationthat you want to have.
Yeah, all right.
Well, I think that's probablyplenty for today, kelly.
Thank you so much for coming on.
This was a pleasure to do this.
Kelly Lubeck (29:01):
Thank you for having me.
It's really fun to be here.
Brad Powell (29:09):
And if you're listening here at the end, I
just want to remind you that ifyou'd like to go and grab the
entire archive of the StandoutBusiness Show, just go to
standoutbusinessshow and youcould subscribe, where you'll
get access to all the extrastuff that I put in there.
That's only there for mylisteners.
We go live every Tuesday at 11am on LinkedIn and on YouTube,
(29:34):
and until the next time, solong-
Welcome to the Standout Business Show, where
it's all about making a biggerdifference by doing business
differently.
I'm Brad Powell and today we'redoing a special episode, which
is a coaching style episode.
I've got a friend and healingpractitioner.
Her name is Kelly Lubeck.
She's on a mission to helppeople like us entrepreneurs,
(00:25):
who tend to be working all thetime, stressing out about
everything we do, climbing thelong mountain to entrepreneurial
success, and along the way, weoften forget how to take care of
ourselves and we leave behindthe idea of you have to be
healthy if you're going toactually show up the next day.
(00:47):
I like to use the metaphor ofyou know, if you don't charge
your iPhone at night, you're notgoing to have a phone in the
morning, and it's the same withyourself.
There's a lot of things that weneed to do for ourselves that
keep us energized and keep us inbasically, a good state of
(01:08):
well-being.
This is really Kelly's work,and we're going to talk about
Kelly's place in the world ofhealing practitioners, which is
a very busy space, so let'sstart the show.
(01:29):
Before we get started, I want toannounce that, after three
years and over 160 interviews onthis show, I've just created a
self-assessment tool that I'mcalling the Standout Business
Scorecard.
The scorecard lets you rankyourself on how much your
business stands out and willgive you personalized
recommendations based on yourscore from several of my past
guests.
So to find out your standoutbusiness score, just go to
(01:54):
awesomevideomakerscom slashscorecard.
I'll say that againawesomevideomakerscom forward
slash scorecard.
It's quick, it's free and youcan thank me later.
And now back to the show.
Kelly, welcome to the show.
Kelly Lubeck (02:17):
Thank you.
I'm so glad to be here with you, Brad.
Thanks for having me.
Brad Powell (02:22):
Yeah, well, to get us started, I just would like to
imagine that we have some sortof magic wand and I could wave
that magic wand and I could saywell, let's imagine six, eight
months from now, somewherebeyond the middle of 2025, next
year, and everything that weeither talked about today and
(02:45):
other stuff that you're puttingin place for your practice, was
going really well.
What would that look like foryou?
Kelly Lubeck (02:54):
What that would look like.
I'm very drawn forward by asense of mission and purpose,
for sure, and my work, my linethat I put in every single email
that I send to my community isthe world needs you well, and I
feel like really really livinginto that piece and
(03:14):
understanding that the more thatwe take care of ourselves, the
more that we heal our ownnervous systems, the more that
we show up well in the world,the more that it allows us to
make a bigger impact out in theworld, and so right now, I have
a number of different ways thatI work, but one thing that I'm
(03:35):
dreaming up and dreaming intobeing is a collective space.
It's all about rooting into ourown resilience and finding ways
for all of us, whatever kind ofchange-making we're doing, which
also includes parenting andcaregiving.
But the ripple that we'remaking out in the world is made
(03:55):
even stronger because we'rerooted in resilience, and so
what I would see as successhalfway into 2025 is to have
this solid community built wherepeople are dropping in a couple
of times a month to reallyremind them to do deeper healing
work and remind themselves ofthe iPhone charging at night,
(04:17):
the work that we need to doongoing Support ourselves and
sustain ourselves and grow ourresilience and grow our capacity
to be out in the world and bedelivering the life-changing
work that we're doing.
Brad Powell (04:30):
Yeah, all right.
So, from a business modelperspective, tell me a little
bit about what that looks likein terms of when you say
collective and the way that youwork with people.
Like how big does that need tobe in terms of you know how you
work with people.
Like how big does that need tobe in terms of you know how you
work with people and how youcharge them and and how you
actually support yourself fromthis work you're doing?
Kelly Lubeck (04:53):
Yeah, so my dream is to have 108 people in that
collective 108.
Brad Powell (04:59):
Okay.
Kelly Lubeck (04:59):
It's a sacred number.
So I would love to have 108people there, and I think it's
going to be launching in theearly part of next year and so I
know it's going to take alittle time to get growing, but
I have lots of curriculumalready to deliver and a lot of
ideas about how this is going toroll out and visions for it
(05:20):
specifically.
So I know that there will be aninitial test phase and then my
hope and plan is for it to begrowing.
So I would love to have 108people.
I would also love I have myprogram Befriend your Body,
which is a more intensive 12week program, which there are
pieces being woven into theRoots of Resilience Collective
(05:42):
that are going to include that.
So there's a little bit of thatunder construction, but that I
would love to see that programthriving because it is so
life-changing for people Like Ihave people coming back saying,
oh my gosh, my parenting isdifferent, the way that I'm
walking in the world isdifferent, I'm taking care of
myself differently, I understandmy nervous system, reactions to
stressful events and I knowwhat to do now and that it's so
(06:06):
exciting to me to see the rippleeffect of that work.
So I would love to you know berolling that out a few times a
year with, you know, a good 20people in there, so they get the
attention they need and it'salso kind of a full community
that really learns from eachother as well.
And then in there is also theprivate work that I do with
clients and I offer speakingengagements and retreats to
(06:30):
organizations as well.
So the bigger picture of thebusiness is that all of those
different pieces.
Brad Powell (06:37):
Okay, well, right now, how are people finding you?
What are you doing so thatpeople know about your work and
will know about these upcomingprojects that you're doing?
Kelly Lubeck (06:49):
Yeah, so most of my work is most of my client and
student base is from referral.
To be honest, I send outregular newsletters.
I have been I have a smallishlist and I've been writing
fairly regularly for a few yearsnow.
I started in 2020.
Before that, the last one I'dwritten was, I think, in 2012.
(07:11):
So in 2020, I started gettingmore regular, 2024, I'm
definitely more on the regularside and I've been sharing via
email about different offeringsI have, which is a newer way of
doing it.
But much of my work it's prettyhigh touch and much of my work
has been making phone calls andreaching out to people and
(07:32):
checking in with you know, paststudents or current past
students or clients or currentstudents and clients through
other people's podcasts orevents.
Like our mutual friend Mia,I've been on many of her events
and I teach in her space andthen when I deliver speaking
engagements for organizations,people also find me there.
(07:53):
I've done a little bit ofdabbling on.
I mean, I've written things onsocial media.
I post my newsletters.
I have never done a live onsocial media, but I have um put
video clips of a few differentthings up.
Just this last summer I finally, or this fall.
I managed to do that all right.
Brad Powell (08:16):
All right.
So I hear you're doing an emailpretty regular email and you're
also doing some things whereyou're out in the world, like
you're doing speakingengagements.
Or you're also doing somethings where you're out in the
world, like you're doingspeaking engagements, or you're
collaborating with partners likeMia, yeah, and that all sounds
great.
One thing for you to considerwhen you're looking at reaching
out to new people and bringingthem into your realm there's
(08:39):
this tendency amongst folkseither when you're sending up
something like an online course,you know the creator goes into
the woodshed and they spend abunch of time in there doing the
stuff of building thecurriculum and putting all the
videos together and all thelesson plan and all the other
stuff and you're building onsome kind of course platform and
(09:01):
then, when that's all done,then you come out to your
audience and just say here it is.
I got this thing.
And it costs this much andyou're going to love it and come
on and buy it.
Why don't you buy it now?
What that does, no matter howgood it is, is it sets up this
(09:21):
very binary proposal.
It's either well, I can buythis or I can not buy it, and
most people, just because ofwhere they're coming from and
how busy their lives are, andwhether they're ready or not to
do this at the moment, they'renot going to say yes right away.
Only a few people will do thatand, as a result, most of the
(09:45):
new, brand new online coursesdon't necessarily do very well.
I don't know what the statisticsare, but my guess is the great
majority of online coursecreators, when they go to launch
a course, it doesn't performparticularly well.
So what I know that actuallycan work a whole lot better is
(10:06):
to create signals of interestfor the thing you're doing,
especially while you're creatingit, and what this can do.
Especially this works intosomething like a collective
project is you are gettingpeople engaged with the work and
you're getting feedback fromthem around how it's going to be
(10:30):
put into place and what will bethe parts that are there and
what are they actually lookingfor and what would they benefit
from the most and what could youdo for them that would make it
even better for them?
Yeah, and in this way and I'lljust compare it to like some big
things that are out there, likethere's some big, giant music
(10:51):
festivals that do this kind ofthing really well, which is that
on an annual basis, there's onefamous one in the UK called
Glastonbury I think they canhave, I don't know 400,000
people come to the festivalevery year.
Like it's it's huge, but theyhave to, you know, and it's
(11:12):
expensive.
Like you spend $100 or more toget a ticket to get to this
festival and you know it'sseveral days and there's many,
many bands, and you know it's anoutdoor festival and the people
who like it really like it,they're dedicated.
So what they do to fill upthose hundred thousand ticket
sales, to get those sold, isthey basically say, well, look,
(11:36):
next year's festival is on thisdate.
You can't buy a ticket now, butwe are going to open the doors
on this other date, this earlierdate, and if you want to be
sure that you get a ticket, makesure you get on our waiting
list.
So what happens is that theyget more than 400,000 people on
(11:57):
their waiting list.
They might get a million peopleand it's clear to all of those
people that there are a millionpeople who want to get in and
there's only this many peoplewho can get in.
You're being really transparentabout there's demand.
Yeah, there's a lot of peoplevery interested.
(12:18):
It's not false scarcity, it'sjust there's only room for this
many.
Kelly Lubeck (12:23):
Yeah.
Brad Powell (12:24):
And, like in your collective, you say, well, I'm
only this many, yeah.
And like in your collective, tosay, well, I'm only doing 108.
Yeah, and so in your case, youwould want to be putting the
word out that, well, I'm doingthis collective and it's going
to launch on, and you pick adate yeah, march 3rd or whatever
the date is and there couldonly be it's 108.
That's, that's the cohort.
(12:48):
And if you and I and I'm notselling like I'm not opening the
doors now, what I like, what Iam doing now, is I want you to
tell me that you're interestedin, uh, maybe join my Facebook
group or join my sub stack orwhatever you want, and join my
newsletter so that I can, we canbe talking about how this is
(13:09):
going to come together and Ireally would love your help and
your input on how this is goingto be formed.
And so people put in oh, thisis interesting, yeah, I'm
interested.
All the folks who would haveknee jerk said, no, I'm not, I
don't want to buy it.
Most of them will go oh, yeah,I'm interested, yes, and so now
you have this signal of interest, yeah, and what you want is to
(13:35):
get a lot more than 108 people.
Kelly Lubeck (13:38):
Yeah.
Brad Powell (13:40):
I'm interested.
Yeah, so let's say, maybe youhave 500 or 600 or more people
who are saying I'm reallyinterested in this, and in
addition to interacting withthem and saying, well, I've just
finished this little bit ofcurriculum, I'd love to have you
take a look at, like a previewof it or something, or a little
piece of it.
Kelly Lubeck (14:01):
To just the targeted group, to the
waitlisted group.
Brad Powell (14:04):
Absolutely, absolutely, because you want to
nurture them and get them reallylike yeah, oh, this is cool,
yeah, and the more engaged theyare and the more interactive
there is this, this thing aroundthe creation of the project,
yeah, the more interest therewill be.
Nice, yeah, and you can dothings around.
You know, bring a friend here's, you know here's ways that more
(14:26):
, more of this can happen in abetter way, like go talk to your
spouse because they're going towant to do this too, yeah, that
kind of thing.
So you can sort of build thisinterest and enthusiasm for your
project as it's being created.
And then you will have thisearly date before it starts,
when the doors open, like whenyou can buy, and you want to
(14:49):
make sure that they know that onthis day, at 8 am, yeah, you
can buy the membership to thecollective.
Yeah, and, by the way, there'snow 650 people who said they
want to come in and I only haveroom for 108.
(15:10):
So make sure that within thefirst hour you come in and buy
if you really want to get in, ifyou do this well, in that first
day, you'll fill, fill it.
The glastonbury festival whenthey open the door, they sell
out in about an hour.
Wow, yeah, and they do thisevery year without fail, and it
(15:37):
works.
This, this completely works,and it's all.
The principle is just thatyou're you're creating greater
demand than there is supply.
Yeah, and it's real, it's verygenuine.
Yeah, and everyone can see it,we can all see it.
It's really clear, yeah.
And then this thing of thetiming of, well, yeah, if I want
(16:00):
my seat at the table, I have toshow up on this moment in time
and say, yes, and I've beenthinking about it for months.
Yeah, I love that For whatyou're doing.
I think this kind of approachcould work really really well
for you.
Kelly Lubeck (16:19):
Yeah, that's really interesting.
I think in my ideal world I'vegot a 108 mid next year, so with
that I think I was imaginingthat it would take some time to
fill it.
I understand it's also not inthe realm of it's not?
(16:50):
I love.
I love what you said about thatbeing on the binary.
It's like, oh no, I can likedip my toe in here and I can try
this out, but I love and Idefinitely intended to set up a
waiting list, but it's a reallyhelpful analogy to think of it.
You know, not being on thebinary, but also just having a
taste of it, or being even aboth a privileged group, but
also I really there's a part ofme that really resists the
excessive marketing.
(17:10):
Like Black Friday ended and Iwas like, oh, get out of my
inbox.
It was really intense and Idon't want to be.
I like support people and theirhealing and their nervous
system and their wellbeing, andI have come to the place of
acknowledging I do need tomarket in order for people to
know that I've got somethingreally good to offer them, and I
also don't want them.
(17:31):
I don't want to be bombardingin a way that feels
dysregulating, Like that's antiwhat I stand for and what I do.
So I really like this ideabecause it's also kind of
marketing, with permission, yeah, knowing that there's interest
Completely and the marketing isreally about being co-creators
with your audience.
Yeah.
(17:51):
I love that.
Brad Powell (17:52):
That's what it's about, and the people who are
interested.
They're going to rise to theoccasion.
There's something else youcould consider doing, which is
this is a big part of what I do.
I mean, we're doing it rightnow, and that is anyone who's
any kind of service providerwhere there's a type of coaching
involved and that can be partof your marketing as well, so
(18:15):
you can bring people on.
This is actually a direct way toget clientele but, it's also a
way to just show people how youwork and what it's like to work
with you, like, literally givethem the experience of doing
that.
Yeah, you know all serviceproviders, especially if you're
doing one-to-one work.
But however you do your work,even in a group context, context
(18:36):
people hire you because it'syou yeah, you know, doesn't
matter what your thing is likethe healing, practicing thing
that you do.
Well, there's other people whodo something kind of similar.
Yeah, the folks who say, oh, Iwant, kelly, you to help me.
They're needing to get to alevel of trust with you where
(18:59):
they feel like you're the one toreally help them, and so the
way that they get there is thatthey spend time with you, and
it's not necessarily a whole lotof time.
There's a study that shows it'sabout seven hours.
There's a study that shows it'sabout seven hours.
If we spend seven hours withsomeone you know, either having
(19:21):
a conversation, or we go bikeriding together or whatever it
is we do, after that seven hoursgoes by, there's a bond that's
happened and we've moved frombeing an acquaintance to being
more of a friend.
Yeah, and so we, asentrepreneurs, need to create a
similar kind of experience forthe people who we want to work
(19:42):
with, because as serviceproviders, we don't necessarily
need to be friends with ourclients, but we need to have
this same kind of not justsimply familiarity, but trust.
Right, people understand, like,oh, I can really see, you know,
I can see what Brad's about, Ican see what he's like, I can, I
got his personality, I resonatewith the way he is, and so he
(20:09):
seems like a good guy to workwith.
Yeah, the only way for someoneto get that far with me is to
spend some time in the body ofmy work, right, and so when I
look at creating content,instead of being the content
creator where I'm constantlylike out there on tick tock
doing pieces of content, Iinstead do stuff like this I'm
(20:34):
having a conversation withsomeone who I'm genuinely
curious about, who comes on as aguest, and I'm learning from
them.
Like this is my own developmentof like I'm learning, and when
I'm learning, I'm helping myaudience also learn.
Yeah, yeah, and that's justcool to do, and in that
conversational way, people are,yes to do, and in that
(20:59):
conversational way, people are,yes, they see the guests, but
they also see me.
I may not be there to share.
You know my expertise, but I amthere to be a facilitator of
this growth Totally.
And then in this case, like youand I are doing this thing
where I'm giving you some waysto grow your business, and in my
role as a standout businesscoach, yeah, and even though my
main forte and the main work Ido is all around video, anyone
(21:22):
who works with me gets thisother bigger part, Totally,
totally.
This is all part of it.
Like, it's sure, you can get infront of a camera and you can
set it up and the lighting isgood and that all is good and
you can say some cool stuff, butthere's a much bigger piece
around.
How does this help yourbusiness?
Absolutely.
Which is part of what I bring tothe work that I do, and so you
(21:44):
could be doing something similarin the sense that you could
offer to people, especially theones who are saying I'm
interested in your collectiveyeah, yeah, yeah.
Well, why don't we?
I'm offering the people who arenow on my wait list that you
can have a 20-minute sessionwith me.
That's free, and we'll get onlike this and I'll do a little
(22:09):
session with you, yeah, and turnthat into content Nice, yeah.
And it can either be like ifyou're brave, you can do it as a
live stream and then that's it.
That's all you need to do.
It's just out there.
Yeah, or you could turn it intoa podcast, or you could
transcribe it and turn it into ahealthy blog post yeah, so you
(22:31):
could do it in a closet and noone public ever sees the
recording.
You just transcribe it and putit out as text.
Yeah, there's all thesedifferent ways to do it,
depending on your comfort level.
Yeah, the outcome is similar inthe sense that you're now,
without really doing anything,quote, unquote, creative, like
(22:52):
you don't have to go out andmake it up, you just have to do
the thing.
That is completely within yourzone of genius.
People can come to you and youwork with them and that becomes
your best content.
Yeah, and now other people cansit with that work and get in
the seven hours of time.
Yes, and all of them are goingto be transformed.
(23:14):
They're all going to be like oh, now I get it.
I totally see what Kelly's allabout.
And you're marketing withouthaving to sell.
Kelly Lubeck (23:28):
Yeah, I love that and I totally see how that works
and even just like sitting herewith you and it's so mutually
beneficial and I've sat in othertrainings of yours and we've
been on summits together butit's fun to see you in action in
this way, to be on thereceiving end of it.
I think there is somethingreally beautiful about just
getting the energetic and seeingsomeone as facilitator which is
really different from justdelivery of content, part of the
(23:51):
work, like I would so rather bein conversation with someone
and connecting with them and Ihave content.
I could like fill bookshelveswith content, but for me it's
like being in the moment andmeeting someone where they're at
and really giving them whatthey need, which is pulled from
all of this body of work.
But giving them the space toreally feel into, oh yeah, in
(24:16):
very few minutes I can reallyfeel differently and I can see
possibility for other things.
That's a really it's a coolthing.
I love that idea and I lovethat it doesn't have to be live,
because live sounds stillsounds great.
Brad Powell (24:30):
Well, the advantage of live is there's a couple of
reasons to do it.
Live, yeah, give the advantage.
One is you can go live onmultiple places at the same time
.
So, wherever you think youraudience is, you can live stream
there.
Yeah, simultaneously, so youcould be live on LinkedIn, on
Facebook, on YouTube.
(24:54):
You can even go live on Twitter.
You can go live on TikTok, youcan go I mean, all these places
at the same time.
You could be streaming live ifyou wanted to, if you thought
that's where people in youraudience would be hanging out
online.
Kelly Lubeck (25:07):
Yeah.
Brad Powell (25:07):
Yeah, In addition to that, your co-person whoever
you have on you can schedulethis in advance and they can
share it to their people beforeyou go live.
Oh, and let's say you had somedream clientele.
Kelly Lubeck (25:23):
Yeah, yeah, yeah.
Brad Powell (25:24):
Happen to have a really big audience, yeah, or
you have colleagues who have abig audience and you offer them
to come on and do a session withthem and their people, because
they happen to have 800,000people following them on
Facebook, and so that's anadvantage.
And you know, like, I have aclient who did this.
She is a speech therapist.
(25:44):
Her thing was teaching speechtherapy to other speech
therapists as in how to workwith young people and help them
speak help them speak better.
It was a really good offering.
She had a membership and couldjoin for something really
affordable like $25 a month.
Oh, wow, yeah.
And for the speech therapistsof North America, it was a
(26:08):
really good solution, becausemost of them work in public
schools.
They don't make a ton of money,but they do need professional
development.
Yeah, the school isn't going topay for them to do that and
they can't really afford to doit, but $25 a month was simple
and really accessible.
So she started doing a livestream on Facebook and this is
(26:30):
when we got together.
This is what she wanted to do.
So I helped her set this up andshe would bring on another
therapist and, week after week,do one thing with one person who
had a specialty and, of course,that person would share the
stream to all of their people.
Nice, and week after week heraudience grew and she got her
(26:51):
membership to where she wasmaking, you know, $25,000,
$30,000 a month off of this $25a month service.
Wow, like she's become like theOprah of speech therapy, like
she has a talk show.
That's amazing and all thespeech therapists in North
America know about her.
Wow, really know, that's great.
(27:13):
And she lives out in, you know,in the middle of nowhere in
Missouri.
So cool.
And the main engine behind itwas just getting on with another
person, a colleague, and goingthrough stuff that they both
knew and that kind ofcollaborating thing where it
naturally and organically grew.
(27:34):
I love that.
That's very inspiring.
Thank you, you think about, amI brave enough to go live?
Well, if you do it the rightway, there's some really
inherent advantages to doingthat.
You go live and then you don'thave to do anything else no
editing, no fussing, all ittakes is the 20 minutes or 30
minutes that you're livetogether and then you're
(27:54):
completely done.
Kelly Lubeck (27:55):
All right, I like that.
I could do a few practice runsand then from there get up there
.
I do live on Zoom all the time.
It's actually not very.
I remember actually, during thepandemic, I got my first pretty
big speaking engagement and Iwas told there were going to be
900 people there.
(28:16):
The most I'd spoken to in aroom was like 100, probably 150
people, and I was reallycomfortable with that.
But this whole 900 person idea,I was like oh, and I was like
you know what?
All I can see is 20 on thescreen.
So if I'm just talking withsomeone and I'm present with
them, that's all.
(28:37):
That's really all they're doing, right?
So it's more the mind stuffthat gets in the way.
Brad Powell (28:43):
Yeah, it's completely a mind game and you
just have to let it go.
Just have, imagine that you'resitting across from them at a
cafe and have the conversationthat you want to have.
Yeah, all right.
Well, I think that's probablyplenty for today, kelly.
Thank you so much for coming on.
This was a pleasure to do this.
Kelly Lubeck (29:01):
Thank you for having me.
It's really fun to be here.
Brad Powell (29:09):
And if you're listening here at the end, I
just want to remind you that ifyou'd like to go and grab the
entire archive of the StandoutBusiness Show, just go to
standoutbusinessshow and youcould subscribe, where you'll
get access to all the extrastuff that I put in there.
That's only there for mylisteners.
We go live every Tuesday at 11am on LinkedIn and on YouTube,
(29:34):
and until the next time, solong-
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