October 17, 2023 • 37 mins
If you're a coach, consultant or health practitioner struggling to market your business online because you hate marketing online, I get you!
In this episode, I talk about the stark differences between offline and online marketing and why traditional selling just won't work online as well as:
- Busting the myth about making money online on autopilot
- How to emphasise value over sales when marketing your business online
- The crucial role of strategic planning behind every digital marketing move
- How cultivating relationships lead to online success
- Why sharing personal journeys, leveraging webinars, and hosting interactive Q&A sessions get the attention of your audience
- Tapping into the undeniable power of consistency in building and maintaining your online reputation
If this episode has been useful but you'd like more help to market your products or services online, click the link to book a FREE MAP (Marketing Amplification Process) Accelerator call with me. I'd love to help you get unstuck.
More Resources from Trish:
IW Community - It's FREE to join but the transformation is priceless. It's a safe place for women to discover how to own their voice, increase their influence and maximise their potential. Get unleashed today!
Armoured Women - Get dressed for success and come join me in my low cost membership community where you'll be equipped to discover your purpose, release your potential and fulfil your God-given destiny
IW Unleashed - A NEW membership community for mission minded female entrepreneurs. You've had enough of flying solo and you're ready to receive the support and the right information you need at the right time to help you build your business.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Trish (00:00):
my goodness me, I still think selling is sleazy.
You see, when most people thinkabout marketing, they think
about sales, and selling isoften synonymous with the snake
oil salesman.
But the truth is people don'tlike to be sold to, they don't
like to hear come, buy my stuff.
Welcome to the influentialwoman podcast, where I talk
(00:20):
about the lessons I've learnedbuilding my business and the
tools and strategies you can useto make your mission of getting
your message seen, heard andout there possible.
Don't have a big team orconsider yourself a solopreneur.
I got you covered.
Listen in as I show you how tosimplify your business and your
life.
Okay, I get it.
(00:44):
I get it.
You're a coach, consultant,service professional and you
hate marketing, and I sounderstand where you're coming
from, because I didn't findmarketing natural either.
Say what, trish, you've got anMBA.
I know I have an MBA, buthonestly, they taught us about
the four P's of marketing and Iswear I fell asleep during that
(01:06):
session because I found it so,so tiring and so boring.
And for you, as a coach,consultant, you may be a health
professional or whatever, andyou've come into this business.
You've come online becausesomebody told you that it's
going to be easier.
You don't have to have aphysical location, you don't
(01:27):
have to have people coming intoyour doors, and so surely it
must be so much easier marketingonline.
And then you realize thatyou've got to learn this piece
of software, that piece ofsoftware.
You've got to learn about emailmarketing.
You've got to learn about howto actually get attention on
social media, and all you wantto do is just help people, and
(01:47):
this is getting in the way ofyou helping people.
And again, I so understandwhere you're coming from.
So, to get over this, whatyou've done is you've signed up
to the All-in-One softwareplatform because everybody has
told you that this is going tobe the easiest way for you to
market your business online.
All you've got to do is set itup and then it's just going to
spit out money like clockwork.
(02:08):
And then you did it and youwaited, and you waited and you
waited and you and you waitedcrickets, yeah.
But let me just give you alittle bit of a background and
some context as to the reason Iam recording this podcast.
Right, I was actually onFacebook, in a Facebook group
actually dedicated to aparticular All-in-One platform,
(02:31):
and this was a few weeks ago anda member of the group who also
happens to be a healthpractitioner.
Right, she wrote a post and shesaid goodbye to this particular
platform because she said shehad been using it.
I believe it was two years thatshe had been using the software
and she had made zero sales.
So naturally people kind ofcame to a rescue almost to say,
(02:53):
hey, you know, before you giveup, you know what is the problem
, etc.
Etc.
And anyway, going to and froasking her questions, it was
very apparent that she had setthis thing up and she had done
nothing to market her services.
And in the end she got agitatedwhen somebody said to her well,
it's no wonder that you'veactually made no money, because
(03:15):
you literally have done nothingexcept set this software up.
You need to be marketing yourbusiness.
And she was agitated and sheresponded with I don't want to
market online, I'm a coach, Ijust want to help people.
And it was like whoa and me.
I kind of had to put my fingersaway, right, because I wanted
(03:35):
to put finger to keyboard andsay you've just blasted to the
whole world or the whole groupanyway, why you're not making
any money in your business.
But I refrained because I justthought you know what, trish,
don't get involved in this.
You know, this woman's hurtingenough as it is, but she's
making a serious mistake.
But what was really, reallyinteresting was she carried on
(03:56):
to say that she had made amillion dollars in sales offline
.
And so, in essence, she wasnicely telling everyone else to
naff off, because she knows whatshe's doing, she knows how to
market.
And I thought, wow, but this isthe difference.
Right, there is a differencebetween having a brick and
(04:17):
mortar business and havingsomeone walking into your
practice and having a billboardoutside putting a few ads in,
you know, your local newspaper,et cetera.
She may have been absolutelyfantastic at doing that, but you
get online and it's a totallydifferent animal.
And for me personally, I feltthat she was being a little bit
arrogant because she justassumed that, because she'd made
(04:39):
a million dollars or pounds orwhatever it was offline, that
she was just going to comeonline and treat it like an
offline business.
You know that people would justpass by and pop in and, you
know, make an appointment, andobviously it doesn't work like
that.
And she just didn't get it.
After two years, after twoyears of actually working online
(05:02):
, she had made nothing with thisparticular software and blamed
the tall and was saying bye, bye.
And then when people came toher or tried to come to her aid,
she blew them off because she'smade her million dollars,
pounds or whatever offline andshe doesn't need anybody's
(05:23):
advice.
I'm kind of trying to click myfingers here, right, but I'm
terrible, I can't click myfingers.
You get what I mean, right, theattitude that came with it.
But honestly, I really do getthat.
Coaches, consultants, healthpractitioners, et cetera they
want to be helping people.
They're not like us internetmarketers who salivate at the
(05:46):
thought or announcement of a newsoftware and it's like, yeah, I
really want to get on to this.
And, okay, I came on as a coach.
I really didn't want to learnthe tech, but because I was a
little bit techie anyway, itdidn't really bother me and I
won't go through my story now.
But I kind of fell into this.
I inadvertently fell intobusiness coaching as I struggled
(06:08):
to actually get somebody tobuild my website who knew about
getting found online.
All they wanted to do was makemy website look pretty and at
that point I knew enough aboutSEO that I realized that pretty
websites alone is not going toget me the gig.
I actually need people to beable to find me online and
finding the right person wasreally, really difficult.
(06:30):
So my husband actuallysuggested that I build my own
and I was like what?
And anyway, it's a long storyand I did say I wasn't going to
tell the story here.
But in the end I learnedWordPress and when my site went
live, people actually startedasking me who did your website?
And told them I did the actualblog element of it and anyway,
(06:51):
that's history.
And then I actually startedbuilding people's WordPress
websites and that's how I becamethe accidental business coach.
But I digress, let me go back towhat I was talking about.
Let me just talk for a minuteabout how offline marketing is
different to marketing online,and I have alluded to this.
But let me kind of give somecontext to this and go a little
(07:14):
bit deeper into what is actuallyhappening.
So let's assume that thebusiness in question is a
private practice of some kindand what she's used to is going
to network and events, chamberof Commerce, the Institute of
Directors, putting local ads inthe newspapers, et cetera and
that kind of thing may havereally, really worked for her.
You know the face-to-faceelement.
(07:36):
You know, go into the networkin meetings or put in ads in the
local newspapers where they aregoing to find her easily.
And then, of course, you canturn up to the network and
events, exchange business cardset cetera, send out emails to
people you don't even have touse.
If you can get away with it Iwouldn't recommend it, but if
(07:56):
you can get away with it, youdon't even have to use email
software.
You just send an email tosomebody and say, hey, I met you
at so and so, so and so, andI'm a therapist or whatever I
might be.
Why don't you come in for afree session?
And they have it, they've madethat connection.
Now they have a client, andprobably a client for life,
(08:17):
because they've met them inperson and probably will meet
them again, and then that personwill have an experience and
then go and tell other peopleand other people will learn
about this particular coach ortherapist or whatever it might
be.
And so then word of mouth getsaround.
Somebody says, oh, my gosh, Ineed let's, for argument sake,
(08:40):
say that she's a chiropractor.
My gosh, this poor person musthave an identity crisis now
because she's a coach one minute, a therapist, another, but
right, let's just say that she'sa chiropractor.
And then somebody says, oh, mygosh, you know, I've been having
all these problems in my back.
And the person that she met atthe network and events says, oh,
I know somebody, she works onyou know 11th street or whatever
(09:02):
.
You should go see her.
Here's her number.
And the next thing is miss,coach, practitioner,
chiropractor, whatever has a newclient.
Fantastic, referrals by word ofmouth actually works, but online
it doesn't work like that.
You can still network onlinefor sure.
(09:23):
So, whilst it might not be inperson, you do have the
opportunity of getting onFacebook, google, linkedin,
instagram, all of these othersright, but you are going to have
to learn how the platform works.
And if you decide to use morethan one platform, if you're
using Facebook or you're usingLinkedIn or you're using YouTube
(09:43):
all of the platforms aredifferent, they're not all the
same, and for every singleplatform that you use, you're
going to have to learn adifferent facet of how that
platform works.
Now, if this lady decides tomove from and I'm going to use
England, right, this is whereI'm from If this lady decides to
(10:04):
move from London to Bath andshe moves her location, all
she's doing is moving herlocation.
It might be different people,and I agree that she would have
to rebuild her clientele, butshe can do the same things Go to
the networking meetings, go toChamber of Commerce and all of
those kind of things.
Get into the Chamber ofCommerce book, put a billboard
(10:27):
outside, get people to referother people to her.
Not a lot has changed, apartfrom the location Very, very
different.
Online, you learn Facebook, andthen you decide, ah, I'm going
to go and learn Instagram.
It's a whole new ballgame.
There is an opportunity, though, because there is an
(10:49):
opportunity to meet a differentset of people, and so the
opportunities are endless, butit doesn't come without the
learning, and it's clear, as Isaid, I don't want to bash this
lady, but she really didn't wantto have anything to do with
marketing online for her.
That just wasn't for her, right?
She's probably like many whojust think selling is sleazy,
(11:11):
and my goodness me, I stillthink selling is sleazy, right,
(11:36):
but how do we make it unsleazy,right?
How do we turn something thatcan be considered as marketing
salesman, snake oil kind ofprocess into something that is
slick and smooth and unique andauthentic?
You see, when most people thinkabout marketing.
They think about sales andselling is often synonymous with
(12:00):
the snake oil salesman, as Isaid.
But the truth is people don'tlike to be sold to.
They don't like to hear comebuy my stuff type of marketing.
Right, that can be reallyreally off putting, and that's
not just to the people that youmight be selling to it, it could
well be a stumbling block toyou too.
You know, you, who's actuallydoing the marketing, because, as
(12:21):
I said, you think this processis really sleazy and
manipulating people to buy.
Some very good marketers arevery inclined to do.
It's also a short term strategyand basically, if you just keep
doing that, you're just going toincrease the refund rate and
potentially have the paymentprocessor company just ban you
(12:42):
or you just get a bad rap in themarketplace.
And you could have a bad rapwhen you're on the high street,
right, and people just thinkthat person is not very good.
But getting word of moutharound to tell people that
you're really bad can actuallytake some time.
So you can recover quitequickly online.
Let me tell you these keyboardwarriors yeah, you make a
(13:03):
mistake at nine o'clock in themorning and by nine, oh two.
Okay, I'm exaggerated, butanyway, you get my drift right.
That word of mouth can goaround a lot, lot faster, and if
people want to bad mouth you orhurt you, they can do a lot of
damage online.
And so you want to stay awayfrom the sleaze, you don't want
(13:25):
to be contaminated, as it were,with that kind of marketing, and
I don't blame you.
I don't blame you because, as Isaid, I don't do it either.
I had to find a way ofmarketing that wasn't sleazy,
because I was not going to bedoing the come by my stuff kind
of thing.
So I suppose the questionyou're actually asking now is
(13:46):
how do you market when you don'twant to market?
Right, it sounds like a bit ofan oxymoron, but yeah, how do
you market when you don't wantto market?
And the first thing I would sayto you is that you need to
think value rather thanmarketing.
And when it comes to marketingonline, far too many people
think platforms or software orautomation tools, but basically
(14:07):
they have zero strategy forusing any of them, and so, like
this lady, they just get thispiece of software, set it up, as
everybody has told them, andexpect to go to bed and wake up
the next morning and they'regoing to get sales.
And for me personally, I can'teven understand how somebody
would think like that.
But on the other hand, I canmaybe think that somebody can
(14:31):
think like that because ifthey've been listening since the
eighties, nineties, about thedot com and then of course there
was a dot com boom they thenthink that you know, you make
money on autopilot.
Somehow the search engines justknow to send people over to you
.
So for me as a marketer, Ican't understand it.
(14:51):
But also, for me as a marketer,I can understand it because
I've been following the trendthat has been going on over the
years.
I mean, gosh, I started off inbusiness in 2002, even though I
didn't really kick off until2006.
But I have been a part of thehistory, as it were, and seen
how things have changed and howpeople have manipulated people
(15:15):
to believe that marketing onlineis this thing that you can just
do in 24 hours and you're goingto be just having money just
come in like an ATM.
You know you go into an ATM andyou put a card in and tap in a
few numbers and a whole load ofmoney comes out.
Only they didn't tell you howyou're going to get that money
into the ATM, as in in your bankaccount, in the first place,
(15:38):
and so this is where peopleactually get confused.
And so, as I often say, it'snot their fault, right?
Because, strategy aside, whatthey have heard a lot of the
times is about tactics.
How do I implement this tacticthat's actually going to get me?
What I want is going to get methe best clients and therefore
(15:59):
give me enough money to be ableto live on and some.
And then, of course, when thetactics don't work and they
rarely do then they're upset andthey blame the software.
And the reason tactics don'twork, by the way, is because, if
you don't have a strategybehind the tactic, all you're
doing is jumping on a piece ofsoftware, an automation tool,
(16:20):
whatever it might be, and copyin what somebody else has done,
without understanding thestrategy behind the tactics.
If you don't understand thestrategy behind the tactics,
you're already dead in the waterbefore you even got in the
water, if you get my drift right.
But how do you think value,right?
I said to you, the first thingis that you want to think value
(16:41):
rather than marketing.
If you're a coach and you'rethinking of value, right?
How would you answer a goodfriend if they said to you what
do you do?
Or how can you help me?
If you imagine both of youhaving coffee and you're having
a natural conversation with thisperson.
You're asking them questionslet's go back to the
(17:02):
chiropractor.
What kind of pains are theygetting?
When are they getting them?
What are the pains like?
Et cetera, et cetera.
And they're telling you theanswer and then you are
explaining to them what ishappening.
Finally, they realize that youunderstand my pain and you
understand my condition and Iwant you to fix it for me.
(17:24):
And I'm going to give you aquick story here.
One of my clients from someyears ago.
She had a problem where shejust kept going to all of these
doctors and effectively, adoctor told her in the end
you're a hypochondriac, right?
I laugh because I just kind ofthink wow, the audacity of some
of these doctors.
But anyway, that's by the by.
(17:46):
So she decided that she wasgoing to go private, so she
spent some money to go to London.
So she lived in England as welland she went to see a
specialist doctor in London andshe's describing her problems to
this doctor and he says justhold on here one minute and then
he goes into a room and hecalls another doctor and brings
(18:08):
this other doctor back and hesays describe to doctor so and
so what you have just describedto me.
And she was like, oh, and shebasically described the
conditions that she had and thedoctor actually turned around
and said to her you aresuffering with and I can't
remember the exact terminologythat she used, but effectively
that she was hyperventilating.
(18:30):
It was all to do with herbreathing and I can't remember
how many sessions she actuallyhad with this particular doctor,
but all of her problems weresolved and I am talking about
things that you would think thatyou've got arthritis, asthma,
bronchitis, just a myriad ofissues she had, and it was all
(18:52):
to do with her breathing.
And so she did start a business.
She's more mature lady and soshe's giving it up now, but she
did actually have a businesscalled Healthy Breathing Works
and that's what she helpedpeople to do to actually be able
to breathe properly.
And I'm not saying it was acure-all, so I'm not a doctor,
(19:13):
I'm not a practitioner, so don'ttake this as red but basically
she was helping people tobreathe and particularly one of
the things that she dealt withwas anxiety, because that was
one of her biggest problems wasthe anxiety that she had, and
she even had a physical practiceat one point and had to give it
up where the anxiety was justso bad.
(19:35):
But going back to her story, howdo you think she felt?
In fact, actually, I tell youhow she felt.
When the doctor told her thatthis is what you have and it's
to do with her breathing, sheburst into tears and he said why
are you crying?
And she said because I havebeen for the last and I can't
remember how many years it was.
(19:56):
A good number of years go intoevery single doctor and they've
told me I'm a hypochondriac.
But I knew there was somethingwrong.
And the doctor was wonderingwhy she's crying?
Because he's told her whatshe's got and that there's a
solution to the problem.
And here she is bawling hereyes out.
And that was the reason,because she actually found
(20:17):
somebody who understood thepredicament that she'd been
going through for years and nolonger does she have to be
labelled a hypochondriac and,more importantly, she's going to
have a solution to her problemnow.
Wouldn't you like to be thatdoctor?
Wouldn't you like to be thedoctor who his name was dr Lum,
(20:37):
by the way, I think his L-U-M-Mis it anyway, however you spelt
it, his name was dr Lum.
He passed away a good number ofyears ago now.
But wouldn't you like to be adr Lum where you have somebody
that you're talking to wholiterally starts crying or
laughing even, or wanting tocome and hug you because you
(20:58):
have just told them what isgoing on with them and that
there is a fix for this problemthat they're having?
That is how you give value, andI know online we're all afraid
to give away too much.
Don't want to give away thefarm.
We don't want to tell people.
You know that this is what youneed to do, because people might
(21:18):
go away and try it forthemselves and not come and use
you right, true and false.
True that some people will goaway and they will use your
ideas and your solutions thatyou give out for free and they
may be able to, as it were, curethemselves.
But there are going to be thosewho are going to become running
(21:38):
to you and saying will youplease work with me, can I work
with you?
But also remember even thosepeople whom you've given away
valuable free stuff too andthey've gone away.
They haven't paid the money forone reason or another.
It might be that they don'thave the money, it might be that
their skin flints and theyactually don't want to pay the
money, but however it is, canyou imagine if then somebody
(22:02):
comes to them and says oh mygosh, I've got the same problem,
let's go back to thechiropractor, I've got this
really bad back, etc.
Etc.
And this person says ah,there's this lady online, or man
online, whatever, who has thesevideos up and or all of this
information, and I use that andI actually did the exercises and
(22:24):
look at me, I no longer walkwith a stick or whatever it
might be.
You should go and have a look.
This lady says, or man says,whatever, right.
So they go and have a look.
And they don't want to do whatSally did, do it herself.
They want to go find this ladybecause they want to be able to
get the professional advice.
(22:44):
So now they come along to youand they say I was told about
you by Sally, right?
And the next thing is you nowhave a client that you didn't
even have to advertise for.
So if you're always thinkingabout giving value in that way,
just being you, basically justbeing authentically you and just
(23:06):
explaining to people what isgoing on.
There are going to be thosepeople who will come and pay you
for the information that you'vedescribed.
I always use the example of theplumber.
Right?
A plumber could come to myhouse and explain to me the wash
has gone on your tap and thisis what you need to do, and then
take this washer out andreplace it with this blah, blah,
(23:28):
blah.
This part is called, whateverit might be, I'm telling you the
only thing I'm going to say isyeah, thank you very much for
that.
Name me your price, because Icouldn't care less how intricate
he is with his explanations asto how to change that tap.
I'm not going to touch that tap.
Come and fix it.
In fact, the other day we had aleak in one of our toilets, in
(23:52):
the main bathroom, and I told mydad, who's a plumber and he's
doing the diagnosis, asking meis the drip coming from here?
Is it coming from there?
I think it's coming fromwherever.
When I describe it to him andhe says get a spanner and just
do a tiny turn on the nut, right?
(24:12):
Yeah, okay, let's just say mydad came three days after and I
had not touched it.
And he came because he had someother work to do here and I said
to him, pa, I have not doneanything in that bathroom.
And he said don't worry aboutit, that's okay.
And exactly what he told me todo was exactly the problem,
(24:37):
right?
So can you see, what my dad wasdoing was asking me where the
leak was coming from, because Ithought it was coming from the
section.
We've got a flexible hose righton the underneath of the water
closet.
Let's just be gentile like theAmericans and not just be raw
and call it toilet.
That's what we call it hereright, the toilet.
But we've got a flexible hose.
(24:57):
And I thought it was at thepoint where you can turn the
water on and off to stop thewhat do you call it?
Anyway, stop it filling up.
And my dad wasn't convincedwhen I told him and exactly what
he said was the problem wasexactly the problem.
So he didn't even have to buyany spare parts or anything and
he came and fixed it.
(25:17):
I wasn't touching that toiletand I'm telling you, I wasn't
getting my husband to touch iteither, because if he touches
anything to do with water, Iknow that we're going to have a
flood.
Thank God for daddy, but had mydad not been around, I would
have had to pay somebody to comeand do it, because I am not
picking up that spanner andturning that nut, because I know
(25:40):
what can happen with water.
One slight turn too tight andyou've got a big problem on your
hands.
There are people out there whowill be running to work with you
because they are not the DIYers.
They do not want to do itthemselves.
And so, if you consider thatall the time, and when you're
writing your blog posts, whenyou're posting on social media,
(26:02):
when you're having conversationswith people on the telephone,
don't be salesy.
Be valuable.
Give them the information thatthey need to know what is going
on and, as I said, they may cometo you.
They may not, but if you dothat over and over and over
again, there is going to be apercentage of people, a good
(26:23):
percentage of people, who willcome to you, who will want to
work with you, and the more youhave those kind of conversations
online, the easier it is goingto get for you, until it's like
clockwork and then people get toknow your name.
I don't want to sound like abroken record because I've
already said this, but you getmy drift right.
(26:44):
Just be you.
Just be you and educate youraudience.
Educate your audience becauseby doing that, you're creating
valuable information.
You're creating valuablecontent that your readers,
listeners, watchers, whatevercan pass on to somebody else.
Share personal stories andexperiences.
People love to hear those youknow talk about a time when you
(27:08):
helped somebody with a similarsituation and this is what
happened, because to that person, that is already a result,
because now, psychologically,they are thinking to themselves
if you help that person and thatperson have the same problem as
me.
They're already seeingthemselves fixed, healed,
whatever you want to call it.
And so when you actually dothat by using those personal
(27:29):
stories, they have putthemselves in the shoes of that
person who had the result thatthey want, and they already see
themselves with the result.
They're yours now, baby.
They're willing to work withyou.
They just want you to name yourprice and you have probably got
a client for life.
And one of the other things thatyou can do is actually engage
(27:52):
with your audience and I don'tjust mean your audiences in
people who might comment on yourpost.
Go into other forums and,honestly, if you're a coach and
you do health, for example, youknow that there is so much
misinformation out there, right?
And then you get these peoplewho have read a little bit of a
book and they think they knoweverything, and then they'll go
(28:12):
online and they'll say, yeah,what you've got to do is this,
this, this and this, for example.
Again, I'm going to go back tomy client that I worked with.
She said the amount of peoplethat use the brown paper bag
solution.
I don't know what you want tocall it, but apparently you blow
into a brown paper bag ifyou're having an anxiety attack,
(28:35):
and she was explaining just howbad that is.
And unfortunately, some of thisinformation comes from people
who should know better, right?
But One thing that I havelearned, especially when it
comes to health professionals,is that if somebody has told
them, they won't necessarily goand do their homework to
actually find out whether thisis the case or not.
(28:58):
But anyway, I won't say exactlywhat she said.
The problem is because, again,I would be like one of those
people the keyboard warriorinside these groups on Facebook
give me information and I don'tknow, jack, so you can go into
these forums and answerquestions and explain certain
(29:18):
things to people.
So don't just rely on youtalking to your audience.
Tap into somebody else'saudience and actually start
sharing the same things as youwould do with a friend that
you're having coffee with whohas a problem, and a couple of
other things that you can do.
You can host webinars and Q&Asessions and get people to come
and ask you questions.
You know in terms of the workthat you do, the solutions you
(29:41):
provide, and the other thing isto be consistent, right to
consistently show up, becauseyour name will be recognized in
the end on the interweb, as Ilike to call it, people will
actually pick your name up andit will be synonymous with
whatever it is that you do andwhen you actually do that, it
will make it easier over time toactually get clients.
(30:05):
I know, initially it is quitehard and nobody wants to take
that first step because thatfirst post is going to feel
awkward, but it's doing it overand over and over again and also
as well, just like I've done onthis podcast, don't be afraid
to sound like a broken record,because if you are providing a
(30:25):
solution to one person, you canbet your bottom dollar that so
many other people out thererequire this same solution
because they're looking for thesame results.
And so, even though you mightbe answering questions daily,
doing videos and thinking, oh mygosh, I did a video that was
very similar to that yesterday,or blog post, or a post on
(30:47):
social media, and it's verysimilar to what I talked about
yesterday certain people needthe answer from different angles
.
Just take a different angle ofwhat you're going to talk about
and come at the solution from adifferent angle and put it out
there and, honestly, you willthen realize that somebody who
(31:08):
may have been seeing you foryears even suddenly see
something where you approach itfrom a different angle and
suddenly they get it.
They get that ha ha moment andthey reach out to you.
So these were just a few thingsthat I hope actually will help
you to understand how the techcan help you, but also how the
(31:29):
tech can be a stumbling block ifyou're relying on the tech to
do everything for you.
So, if you are that culturalconsultant and you just don't
like marketing, if you thinkabout value and put that value
into building your email list,even in terms of learning how to
get traffic to a landing page,because you have to get your
(31:50):
message out there in a way thatis going to resonate with the
people that you want to attract.
So if you're looking at thetech stuff, try and think every
single time it's about yourmessage.
It's about getting clear onyour message rather than I am
looking for this piece ofsoftware to do everything for me
(32:11):
.
And then the other thing isright if you're stuck on the
software but you can only do the20%, that's going to do 80% of
the work.
Focus on that 20% and don'tworry about the 80%.
Get your message clear.
Use the software to get yourmessage out there and you can
always then go back and learn alittle bit more about the
(32:32):
software later on.
Just as an example, people useClickFunnels, kajabi, katra all
of these pieces of softwarewhich personally I think that if
you are just starting outonline, they are too complicated
for what most people need.
I will just say that.
So what I recommend is thatpeople go and use something like
Aweber or ConvertKit or what'sthe other one MailerLite and
(32:57):
start off by using their freetemplates, that they have to
build landing pages and justsend people to your landing page
for right now.
So don't worry about setting upthis creme de la creme email
marketing solution and creatingthis lovely, fancy website.
Just tell people about theproblem that you can solve for
(33:20):
them by using just one landingpage and then just taking the
view that, if and when later on,you can come back and learn
more about the software, right?
So I'm just putting that outthere, that I happen to think
that one of the reasons whycoaches and consultants and
health practitioners, et cetera,hate marketing is because they
(33:41):
hate the tech.
And it is because, even thoughall in one solutions were
created to actually help peopleto not have to worry about the
tech, there are too many movingparts and, as a result, people
get stuck, they get confused andthey're already paying $100,
$200 per month for this piece ofsoftware.
(34:01):
And then, on top of that, nowsomebody wants five, six, seven,
eight thousand dollars toactually set the thing up for
them, so they're already almost10 grand down before they even
start getting business.
Great if you're in thatposition, but not everybody is.
So I'm just saying don't letthe tech be a stumbling block to
(34:23):
you.
Find easier ways of doingthings.
And I'll just finish off bysaying, just given an example,
yesterday somebody asked aquestion on the forum what piece
of software do you use toconnect this other piece of
software that they're using?
So they were talking aboutsomething to do with Circle.
So I went back and I mentionedthe two pieces of software that
(34:46):
I use.
And so they started asking mequestions and I gave them the
answer.
And then somebody wrote ifyou're worried about subscribers
not unsubscribing in thissoftware, what I do is every
month I go into my paymentprocessor and I see all the
people who have purchased and ifit shows that they've canceled,
(35:08):
I then go into the software andI just cancel them and I just
went.
Oh my gosh, I absolutely lovethis simplicity, 100 percent.
Now can you see this person?
Otherwise, with the solution Iwas recommending, they're going
to have to pay about $40 permonth to use this piece of
(35:30):
software.
Plus, they may have to getsomebody to set it up for them.
Thinking about it myself, Imean I've learned it, but it
took a long time.
It's frustration before theyeven start where, if they really
know that they are not techieand they really do not want to
learn the software.
This lady had it down pat.
(35:51):
Just get a list of all of yoursubscribers, have a look at it
and if they have unsubscribed ortheir payment failed or
whatever, you just go into thesoftware and you just delete
them.
Simple, simple.
There's always an easier way.
So don't let the marketing getin the way of you helping people
(36:13):
.
There is somebody out therewaiting for you to help them,
and if you just give up onlinebecause of the tech element,
there are loads of people outthere who are going to miss out
on what you have to offer.
That's like suppressing yourvoice when you have a voice.
So I hope that's been useful andif you have any questions, you
(36:36):
can find me on Facebook or Idon't really use Instagram.
You really use Instagram thatmuch Facebook or LinkedIn and
ask away.
I'd love to help you.
I actually offer a 30 minute,what I call map accelerator call
right, where we actually mapout your next steps, where I
will help you to get clear onwhat it is that you want to do.
(36:57):
There is no obligation.
If you just go to theinfluential womancom forward
slash call, you can actuallyschedule a call with me and
basically, I'll just be happy toget you on the right track.
If we end up working together,absolutely fantastic.
If not, god bless you and youcan move on and actually go do
your next thing.
Ok, that's it, ciao, for now.
(37:18):
See you next time.
my goodness me, I still think selling is sleazy.
You see, when most people thinkabout marketing, they think
about sales, and selling isoften synonymous with the snake
oil salesman.
But the truth is people don'tlike to be sold to, they don't
like to hear come, buy my stuff.
Welcome to the influentialwoman podcast, where I talk
(00:20):
about the lessons I've learnedbuilding my business and the
tools and strategies you can useto make your mission of getting
your message seen, heard andout there possible.
Don't have a big team orconsider yourself a solopreneur.
I got you covered.
Listen in as I show you how tosimplify your business and your
life.
Okay, I get it.
(00:44):
I get it.
You're a coach, consultant,service professional and you
hate marketing, and I sounderstand where you're coming
from, because I didn't findmarketing natural either.
Say what, trish, you've got anMBA.
I know I have an MBA, buthonestly, they taught us about
the four P's of marketing and Iswear I fell asleep during that
(01:06):
session because I found it so,so tiring and so boring.
And for you, as a coach,consultant, you may be a health
professional or whatever, andyou've come into this business.
You've come online becausesomebody told you that it's
going to be easier.
You don't have to have aphysical location, you don't
(01:27):
have to have people coming intoyour doors, and so surely it
must be so much easier marketingonline.
And then you realize thatyou've got to learn this piece
of software, that piece ofsoftware.
You've got to learn about emailmarketing.
You've got to learn about howto actually get attention on
social media, and all you wantto do is just help people, and
(01:47):
this is getting in the way ofyou helping people.
And again, I so understandwhere you're coming from.
So, to get over this, whatyou've done is you've signed up
to the All-in-One softwareplatform because everybody has
told you that this is going tobe the easiest way for you to
market your business online.
All you've got to do is set itup and then it's just going to
spit out money like clockwork.
(02:08):
And then you did it and youwaited, and you waited and you
waited and you and you waitedcrickets, yeah.
But let me just give you alittle bit of a background and
some context as to the reason Iam recording this podcast.
Right, I was actually onFacebook, in a Facebook group
actually dedicated to aparticular All-in-One platform,
(02:31):
and this was a few weeks ago anda member of the group who also
happens to be a healthpractitioner.
Right, she wrote a post and shesaid goodbye to this particular
platform because she said shehad been using it.
I believe it was two years thatshe had been using the software
and she had made zero sales.
So naturally people kind ofcame to a rescue almost to say,
(02:53):
hey, you know, before you giveup, you know what is the problem
, etc.
Etc.
And anyway, going to and froasking her questions, it was
very apparent that she had setthis thing up and she had done
nothing to market her services.
And in the end she got agitatedwhen somebody said to her well,
it's no wonder that you'veactually made no money, because
(03:15):
you literally have done nothingexcept set this software up.
You need to be marketing yourbusiness.
And she was agitated and sheresponded with I don't want to
market online, I'm a coach, Ijust want to help people.
And it was like whoa and me.
I kind of had to put my fingersaway, right, because I wanted
(03:35):
to put finger to keyboard andsay you've just blasted to the
whole world or the whole groupanyway, why you're not making
any money in your business.
But I refrained because I justthought you know what, trish,
don't get involved in this.
You know, this woman's hurtingenough as it is, but she's
making a serious mistake.
But what was really, reallyinteresting was she carried on
(03:56):
to say that she had made amillion dollars in sales offline
.
And so, in essence, she wasnicely telling everyone else to
naff off, because she knows whatshe's doing, she knows how to
market.
And I thought, wow, but this isthe difference.
Right, there is a differencebetween having a brick and
(04:17):
mortar business and havingsomeone walking into your
practice and having a billboardoutside putting a few ads in,
you know, your local newspaper,et cetera.
She may have been absolutelyfantastic at doing that, but you
get online and it's a totallydifferent animal.
And for me personally, I feltthat she was being a little bit
arrogant because she justassumed that, because she'd made
(04:39):
a million dollars or pounds orwhatever it was offline, that
she was just going to comeonline and treat it like an
offline business.
You know that people would justpass by and pop in and, you
know, make an appointment, andobviously it doesn't work like
that.
And she just didn't get it.
After two years, after twoyears of actually working online
(05:02):
, she had made nothing with thisparticular software and blamed
the tall and was saying bye, bye.
And then when people came toher or tried to come to her aid,
she blew them off because she'smade her million dollars,
pounds or whatever offline andshe doesn't need anybody's
(05:23):
advice.
I'm kind of trying to click myfingers here, right, but I'm
terrible, I can't click myfingers.
You get what I mean, right, theattitude that came with it.
But honestly, I really do getthat.
Coaches, consultants, healthpractitioners, et cetera they
want to be helping people.
They're not like us internetmarketers who salivate at the
(05:46):
thought or announcement of a newsoftware and it's like, yeah, I
really want to get on to this.
And, okay, I came on as a coach.
I really didn't want to learnthe tech, but because I was a
little bit techie anyway, itdidn't really bother me and I
won't go through my story now.
But I kind of fell into this.
I inadvertently fell intobusiness coaching as I struggled
(06:08):
to actually get somebody tobuild my website who knew about
getting found online.
All they wanted to do was makemy website look pretty and at
that point I knew enough aboutSEO that I realized that pretty
websites alone is not going toget me the gig.
I actually need people to beable to find me online and
finding the right person wasreally, really difficult.
(06:30):
So my husband actuallysuggested that I build my own
and I was like what?
And anyway, it's a long storyand I did say I wasn't going to
tell the story here.
But in the end I learnedWordPress and when my site went
live, people actually startedasking me who did your website?
And told them I did the actualblog element of it and anyway,
(06:51):
that's history.
And then I actually startedbuilding people's WordPress
websites and that's how I becamethe accidental business coach.
But I digress, let me go back towhat I was talking about.
Let me just talk for a minuteabout how offline marketing is
different to marketing online,and I have alluded to this.
But let me kind of give somecontext to this and go a little
(07:14):
bit deeper into what is actuallyhappening.
So let's assume that thebusiness in question is a
private practice of some kindand what she's used to is going
to network and events, chamberof Commerce, the Institute of
Directors, putting local ads inthe newspapers, et cetera and
that kind of thing may havereally, really worked for her.
You know the face-to-faceelement.
(07:36):
You know, go into the networkin meetings or put in ads in the
local newspapers where they aregoing to find her easily.
And then, of course, you canturn up to the network and
events, exchange business cardset cetera, send out emails to
people you don't even have touse.
If you can get away with it Iwouldn't recommend it, but if
(07:56):
you can get away with it, youdon't even have to use email
software.
You just send an email tosomebody and say, hey, I met you
at so and so, so and so, andI'm a therapist or whatever I
might be.
Why don't you come in for afree session?
And they have it, they've madethat connection.
Now they have a client, andprobably a client for life,
(08:17):
because they've met them inperson and probably will meet
them again, and then that personwill have an experience and
then go and tell other peopleand other people will learn
about this particular coach ortherapist or whatever it might
be.
And so then word of mouth getsaround.
Somebody says, oh, my gosh, Ineed let's, for argument sake,
(08:40):
say that she's a chiropractor.
My gosh, this poor person musthave an identity crisis now
because she's a coach one minute, a therapist, another, but
right, let's just say that she'sa chiropractor.
And then somebody says, oh, mygosh, you know, I've been having
all these problems in my back.
And the person that she met atthe network and events says, oh,
I know somebody, she works onyou know 11th street or whatever
(09:02):
.
You should go see her.
Here's her number.
And the next thing is miss,coach, practitioner,
chiropractor, whatever has a newclient.
Fantastic, referrals by word ofmouth actually works, but online
it doesn't work like that.
You can still network onlinefor sure.
(09:23):
So, whilst it might not be inperson, you do have the
opportunity of getting onFacebook, google, linkedin,
instagram, all of these othersright, but you are going to have
to learn how the platform works.
And if you decide to use morethan one platform, if you're
using Facebook or you're usingLinkedIn or you're using YouTube
(09:43):
all of the platforms aredifferent, they're not all the
same, and for every singleplatform that you use, you're
going to have to learn adifferent facet of how that
platform works.
Now, if this lady decides tomove from and I'm going to use
England, right, this is whereI'm from If this lady decides to
(10:04):
move from London to Bath andshe moves her location, all
she's doing is moving herlocation.
It might be different people,and I agree that she would have
to rebuild her clientele, butshe can do the same things Go to
the networking meetings, go toChamber of Commerce and all of
those kind of things.
Get into the Chamber ofCommerce book, put a billboard
(10:27):
outside, get people to referother people to her.
Not a lot has changed, apartfrom the location Very, very
different.
Online, you learn Facebook, andthen you decide, ah, I'm going
to go and learn Instagram.
It's a whole new ballgame.
There is an opportunity, though, because there is an
(10:49):
opportunity to meet a differentset of people, and so the
opportunities are endless, butit doesn't come without the
learning, and it's clear, as Isaid, I don't want to bash this
lady, but she really didn't wantto have anything to do with
marketing online for her.
That just wasn't for her, right?
She's probably like many whojust think selling is sleazy,
(11:11):
and my goodness me, I stillthink selling is sleazy, right,
(11:36):
but how do we make it unsleazy,right?
How do we turn something thatcan be considered as marketing
salesman, snake oil kind ofprocess into something that is
slick and smooth and unique andauthentic?
You see, when most people thinkabout marketing.
They think about sales andselling is often synonymous with
(12:00):
the snake oil salesman, as Isaid.
But the truth is people don'tlike to be sold to.
They don't like to hear comebuy my stuff type of marketing.
Right, that can be reallyreally off putting, and that's
not just to the people that youmight be selling to it, it could
well be a stumbling block toyou too.
You know, you, who's actuallydoing the marketing, because, as
(12:21):
I said, you think this processis really sleazy and
manipulating people to buy.
Some very good marketers arevery inclined to do.
It's also a short term strategyand basically, if you just keep
doing that, you're just going toincrease the refund rate and
potentially have the paymentprocessor company just ban you
(12:42):
or you just get a bad rap in themarketplace.
And you could have a bad rapwhen you're on the high street,
right, and people just thinkthat person is not very good.
But getting word of moutharound to tell people that
you're really bad can actuallytake some time.
So you can recover quitequickly online.
Let me tell you these keyboardwarriors yeah, you make a
(13:03):
mistake at nine o'clock in themorning and by nine, oh two.
Okay, I'm exaggerated, butanyway, you get my drift right.
That word of mouth can goaround a lot, lot faster, and if
people want to bad mouth you orhurt you, they can do a lot of
damage online.
And so you want to stay awayfrom the sleaze, you don't want
(13:25):
to be contaminated, as it were,with that kind of marketing, and
I don't blame you.
I don't blame you because, as Isaid, I don't do it either.
I had to find a way ofmarketing that wasn't sleazy,
because I was not going to bedoing the come by my stuff kind
of thing.
So I suppose the questionyou're actually asking now is
(13:46):
how do you market when you don'twant to market?
Right, it sounds like a bit ofan oxymoron, but yeah, how do
you market when you don't wantto market?
And the first thing I would sayto you is that you need to
think value rather thanmarketing.
And when it comes to marketingonline, far too many people
think platforms or software orautomation tools, but basically
(14:07):
they have zero strategy forusing any of them, and so, like
this lady, they just get thispiece of software, set it up, as
everybody has told them, andexpect to go to bed and wake up
the next morning and they'regoing to get sales.
And for me personally, I can'teven understand how somebody
would think like that.
But on the other hand, I canmaybe think that somebody can
(14:31):
think like that because ifthey've been listening since the
eighties, nineties, about thedot com and then of course there
was a dot com boom they thenthink that you know, you make
money on autopilot.
Somehow the search engines justknow to send people over to you
.
So for me as a marketer, Ican't understand it.
(14:51):
But also, for me as a marketer,I can understand it because
I've been following the trendthat has been going on over the
years.
I mean, gosh, I started off inbusiness in 2002, even though I
didn't really kick off until2006.
But I have been a part of thehistory, as it were, and seen
how things have changed and howpeople have manipulated people
(15:15):
to believe that marketing onlineis this thing that you can just
do in 24 hours and you're goingto be just having money just
come in like an ATM.
You know you go into an ATM andyou put a card in and tap in a
few numbers and a whole load ofmoney comes out.
Only they didn't tell you howyou're going to get that money
into the ATM, as in in your bankaccount, in the first place,
(15:38):
and so this is where peopleactually get confused.
And so, as I often say, it'snot their fault, right?
Because, strategy aside, whatthey have heard a lot of the
times is about tactics.
How do I implement this tacticthat's actually going to get me?
What I want is going to get methe best clients and therefore
(15:59):
give me enough money to be ableto live on and some.
And then, of course, when thetactics don't work and they
rarely do then they're upset andthey blame the software.
And the reason tactics don'twork, by the way, is because, if
you don't have a strategybehind the tactic, all you're
doing is jumping on a piece ofsoftware, an automation tool,
(16:20):
whatever it might be, and copyin what somebody else has done,
without understanding thestrategy behind the tactics.
If you don't understand thestrategy behind the tactics,
you're already dead in the waterbefore you even got in the
water, if you get my drift right.
But how do you think value,right?
I said to you, the first thingis that you want to think value
(16:41):
rather than marketing.
If you're a coach and you'rethinking of value, right?
How would you answer a goodfriend if they said to you what
do you do?
Or how can you help me?
If you imagine both of youhaving coffee and you're having
a natural conversation with thisperson.
You're asking them questionslet's go back to the
(17:02):
chiropractor.
What kind of pains are theygetting?
When are they getting them?
What are the pains like?
Et cetera, et cetera.
And they're telling you theanswer and then you are
explaining to them what ishappening.
Finally, they realize that youunderstand my pain and you
understand my condition and Iwant you to fix it for me.
(17:24):
And I'm going to give you aquick story here.
One of my clients from someyears ago.
She had a problem where shejust kept going to all of these
doctors and effectively, adoctor told her in the end
you're a hypochondriac, right?
I laugh because I just kind ofthink wow, the audacity of some
of these doctors.
But anyway, that's by the by.
(17:46):
So she decided that she wasgoing to go private, so she
spent some money to go to London.
So she lived in England as welland she went to see a
specialist doctor in London andshe's describing her problems to
this doctor and he says justhold on here one minute and then
he goes into a room and hecalls another doctor and brings
(18:08):
this other doctor back and hesays describe to doctor so and
so what you have just describedto me.
And she was like, oh, and shebasically described the
conditions that she had and thedoctor actually turned around
and said to her you aresuffering with and I can't
remember the exact terminologythat she used, but effectively
that she was hyperventilating.
(18:30):
It was all to do with herbreathing and I can't remember
how many sessions she actuallyhad with this particular doctor,
but all of her problems weresolved and I am talking about
things that you would think thatyou've got arthritis, asthma,
bronchitis, just a myriad ofissues she had, and it was all
(18:52):
to do with her breathing.
And so she did start a business.
She's more mature lady and soshe's giving it up now, but she
did actually have a businesscalled Healthy Breathing Works
and that's what she helpedpeople to do to actually be able
to breathe properly.
And I'm not saying it was acure-all, so I'm not a doctor,
(19:13):
I'm not a practitioner, so don'ttake this as red but basically
she was helping people tobreathe and particularly one of
the things that she dealt withwas anxiety, because that was
one of her biggest problems wasthe anxiety that she had, and
she even had a physical practiceat one point and had to give it
up where the anxiety was justso bad.
(19:35):
But going back to her story, howdo you think she felt?
In fact, actually, I tell youhow she felt.
When the doctor told her thatthis is what you have and it's
to do with her breathing, sheburst into tears and he said why
are you crying?
And she said because I havebeen for the last and I can't
remember how many years it was.
(19:56):
A good number of years go intoevery single doctor and they've
told me I'm a hypochondriac.
But I knew there was somethingwrong.
And the doctor was wonderingwhy she's crying?
Because he's told her whatshe's got and that there's a
solution to the problem.
And here she is bawling hereyes out.
And that was the reason,because she actually found
(20:17):
somebody who understood thepredicament that she'd been
going through for years and nolonger does she have to be
labelled a hypochondriac and,more importantly, she's going to
have a solution to her problemnow.
Wouldn't you like to be thatdoctor?
Wouldn't you like to be thedoctor who his name was dr Lum,
(20:37):
by the way, I think his L-U-M-Mis it anyway, however you spelt
it, his name was dr Lum.
He passed away a good number ofyears ago now.
But wouldn't you like to be adr Lum where you have somebody
that you're talking to wholiterally starts crying or
laughing even, or wanting tocome and hug you because you
(20:58):
have just told them what isgoing on with them and that
there is a fix for this problemthat they're having?
That is how you give value, andI know online we're all afraid
to give away too much.
Don't want to give away thefarm.
We don't want to tell people.
You know that this is what youneed to do, because people might
(21:18):
go away and try it forthemselves and not come and use
you right, true and false.
True that some people will goaway and they will use your
ideas and your solutions thatyou give out for free and they
may be able to, as it were, curethemselves.
But there are going to be thosewho are going to become running
(21:38):
to you and saying will youplease work with me, can I work
with you?
But also remember even thosepeople whom you've given away
valuable free stuff too andthey've gone away.
They haven't paid the money forone reason or another.
It might be that they don'thave the money, it might be that
their skin flints and theyactually don't want to pay the
money, but however it is, canyou imagine if then somebody
(22:02):
comes to them and says oh mygosh, I've got the same problem,
let's go back to thechiropractor, I've got this
really bad back, etc.
Etc.
And this person says ah,there's this lady online, or man
online, whatever, who has thesevideos up and or all of this
information, and I use that andI actually did the exercises and
(22:24):
look at me, I no longer walkwith a stick or whatever it
might be.
You should go and have a look.
This lady says, or man says,whatever, right.
So they go and have a look.
And they don't want to do whatSally did, do it herself.
They want to go find this ladybecause they want to be able to
get the professional advice.
(22:44):
So now they come along to youand they say I was told about
you by Sally, right?
And the next thing is you nowhave a client that you didn't
even have to advertise for.
So if you're always thinkingabout giving value in that way,
just being you, basically justbeing authentically you and just
(23:06):
explaining to people what isgoing on.
There are going to be thosepeople who will come and pay you
for the information that you'vedescribed.
I always use the example of theplumber.
Right?
A plumber could come to myhouse and explain to me the wash
has gone on your tap and thisis what you need to do, and then
take this washer out andreplace it with this blah, blah,
(23:28):
blah.
This part is called, whateverit might be, I'm telling you the
only thing I'm going to say isyeah, thank you very much for
that.
Name me your price, because Icouldn't care less how intricate
he is with his explanations asto how to change that tap.
I'm not going to touch that tap.
Come and fix it.
In fact, the other day we had aleak in one of our toilets, in
(23:52):
the main bathroom, and I told mydad, who's a plumber and he's
doing the diagnosis, asking meis the drip coming from here?
Is it coming from there?
I think it's coming fromwherever.
When I describe it to him andhe says get a spanner and just
do a tiny turn on the nut, right?
(24:12):
Yeah, okay, let's just say mydad came three days after and I
had not touched it.
And he came because he had someother work to do here and I said
to him, pa, I have not doneanything in that bathroom.
And he said don't worry aboutit, that's okay.
And exactly what he told me todo was exactly the problem,
(24:37):
right?
So can you see, what my dad wasdoing was asking me where the
leak was coming from, because Ithought it was coming from the
section.
We've got a flexible hose righton the underneath of the water
closet.
Let's just be gentile like theAmericans and not just be raw
and call it toilet.
That's what we call it hereright, the toilet.
But we've got a flexible hose.
(24:57):
And I thought it was at thepoint where you can turn the
water on and off to stop thewhat do you call it?
Anyway, stop it filling up.
And my dad wasn't convincedwhen I told him and exactly what
he said was the problem wasexactly the problem.
So he didn't even have to buyany spare parts or anything and
he came and fixed it.
(25:17):
I wasn't touching that toiletand I'm telling you, I wasn't
getting my husband to touch iteither, because if he touches
anything to do with water, Iknow that we're going to have a
flood.
Thank God for daddy, but had mydad not been around, I would
have had to pay somebody to comeand do it, because I am not
picking up that spanner andturning that nut, because I know
(25:40):
what can happen with water.
One slight turn too tight andyou've got a big problem on your
hands.
There are people out there whowill be running to work with you
because they are not the DIYers.
They do not want to do itthemselves.
And so, if you consider thatall the time, and when you're
writing your blog posts, whenyou're posting on social media,
(26:02):
when you're having conversationswith people on the telephone,
don't be salesy.
Be valuable.
Give them the information thatthey need to know what is going
on and, as I said, they may cometo you.
They may not, but if you dothat over and over and over
again, there is going to be apercentage of people, a good
(26:23):
percentage of people, who willcome to you, who will want to
work with you, and the more youhave those kind of conversations
online, the easier it is goingto get for you, until it's like
clockwork and then people get toknow your name.
I don't want to sound like abroken record because I've
already said this, but you getmy drift right.
(26:44):
Just be you.
Just be you and educate youraudience.
Educate your audience becauseby doing that, you're creating
valuable information.
You're creating valuablecontent that your readers,
listeners, watchers, whatevercan pass on to somebody else.
Share personal stories andexperiences.
People love to hear those youknow talk about a time when you
(27:08):
helped somebody with a similarsituation and this is what
happened, because to that person, that is already a result,
because now, psychologically,they are thinking to themselves
if you help that person and thatperson have the same problem as
me.
They're already seeingthemselves fixed, healed,
whatever you want to call it.
And so when you actually dothat by using those personal
(27:29):
stories, they have putthemselves in the shoes of that
person who had the result thatthey want, and they already see
themselves with the result.
They're yours now, baby.
They're willing to work withyou.
They just want you to name yourprice and you have probably got
a client for life.
And one of the other things thatyou can do is actually engage
(27:52):
with your audience and I don'tjust mean your audiences in
people who might comment on yourpost.
Go into other forums and,honestly, if you're a coach and
you do health, for example, youknow that there is so much
misinformation out there, right?
And then you get these peoplewho have read a little bit of a
book and they think they knoweverything, and then they'll go
(28:12):
online and they'll say, yeah,what you've got to do is this,
this, this and this, for example.
Again, I'm going to go back tomy client that I worked with.
She said the amount of peoplethat use the brown paper bag
solution.
I don't know what you want tocall it, but apparently you blow
into a brown paper bag ifyou're having an anxiety attack,
(28:35):
and she was explaining just howbad that is.
And unfortunately, some of thisinformation comes from people
who should know better, right?
But One thing that I havelearned, especially when it
comes to health professionals,is that if somebody has told
them, they won't necessarily goand do their homework to
actually find out whether thisis the case or not.
(28:58):
But anyway, I won't say exactlywhat she said.
The problem is because, again,I would be like one of those
people the keyboard warriorinside these groups on Facebook
give me information and I don'tknow, jack, so you can go into
these forums and answerquestions and explain certain
(29:18):
things to people.
So don't just rely on youtalking to your audience.
Tap into somebody else'saudience and actually start
sharing the same things as youwould do with a friend that
you're having coffee with whohas a problem, and a couple of
other things that you can do.
You can host webinars and Q&Asessions and get people to come
and ask you questions.
You know in terms of the workthat you do, the solutions you
(29:41):
provide, and the other thing isto be consistent, right to
consistently show up, becauseyour name will be recognized in
the end on the interweb, as Ilike to call it, people will
actually pick your name up andit will be synonymous with
whatever it is that you do andwhen you actually do that, it
will make it easier over time toactually get clients.
(30:05):
I know, initially it is quitehard and nobody wants to take
that first step because thatfirst post is going to feel
awkward, but it's doing it overand over and over again and also
as well, just like I've done onthis podcast, don't be afraid
to sound like a broken record,because if you are providing a
(30:25):
solution to one person, you canbet your bottom dollar that so
many other people out thererequire this same solution
because they're looking for thesame results.
And so, even though you mightbe answering questions daily,
doing videos and thinking, oh mygosh, I did a video that was
very similar to that yesterday,or blog post, or a post on
(30:47):
social media, and it's verysimilar to what I talked about
yesterday certain people needthe answer from different angles
.
Just take a different angle ofwhat you're going to talk about
and come at the solution from adifferent angle and put it out
there and, honestly, you willthen realize that somebody who
(31:08):
may have been seeing you foryears even suddenly see
something where you approach itfrom a different angle and
suddenly they get it.
They get that ha ha moment andthey reach out to you.
So these were just a few thingsthat I hope actually will help
you to understand how the techcan help you, but also how the
(31:29):
tech can be a stumbling block ifyou're relying on the tech to
do everything for you.
So, if you are that culturalconsultant and you just don't
like marketing, if you thinkabout value and put that value
into building your email list,even in terms of learning how to
get traffic to a landing page,because you have to get your
(31:50):
message out there in a way thatis going to resonate with the
people that you want to attract.
So if you're looking at thetech stuff, try and think every
single time it's about yourmessage.
It's about getting clear onyour message rather than I am
looking for this piece ofsoftware to do everything for me
(32:11):
.
And then the other thing isright if you're stuck on the
software but you can only do the20%, that's going to do 80% of
the work.
Focus on that 20% and don'tworry about the 80%.
Get your message clear.
Use the software to get yourmessage out there and you can
always then go back and learn alittle bit more about the
(32:32):
software later on.
Just as an example, people useClickFunnels, kajabi, katra all
of these pieces of softwarewhich personally I think that if
you are just starting outonline, they are too complicated
for what most people need.
I will just say that.
So what I recommend is thatpeople go and use something like
Aweber or ConvertKit or what'sthe other one MailerLite and
(32:57):
start off by using their freetemplates, that they have to
build landing pages and justsend people to your landing page
for right now.
So don't worry about setting upthis creme de la creme email
marketing solution and creatingthis lovely, fancy website.
Just tell people about theproblem that you can solve for
(33:20):
them by using just one landingpage and then just taking the
view that, if and when later on,you can come back and learn
more about the software, right?
So I'm just putting that outthere, that I happen to think
that one of the reasons whycoaches and consultants and
health practitioners, et cetera,hate marketing is because they
(33:41):
hate the tech.
And it is because, even thoughall in one solutions were
created to actually help peopleto not have to worry about the
tech, there are too many movingparts and, as a result, people
get stuck, they get confused andthey're already paying $100,
$200 per month for this piece ofsoftware.
(34:01):
And then, on top of that, nowsomebody wants five, six, seven,
eight thousand dollars toactually set the thing up for
them, so they're already almost10 grand down before they even
start getting business.
Great if you're in thatposition, but not everybody is.
So I'm just saying don't letthe tech be a stumbling block to
(34:23):
you.
Find easier ways of doingthings.
And I'll just finish off bysaying, just given an example,
yesterday somebody asked aquestion on the forum what piece
of software do you use toconnect this other piece of
software that they're using?
So they were talking aboutsomething to do with Circle.
So I went back and I mentionedthe two pieces of software that
(34:46):
I use.
And so they started asking mequestions and I gave them the
answer.
And then somebody wrote ifyou're worried about subscribers
not unsubscribing in thissoftware, what I do is every
month I go into my paymentprocessor and I see all the
people who have purchased and ifit shows that they've canceled,
(35:08):
I then go into the software andI just cancel them and I just
went.
Oh my gosh, I absolutely lovethis simplicity, 100 percent.
Now can you see this person?
Otherwise, with the solution Iwas recommending, they're going
to have to pay about $40 permonth to use this piece of
(35:30):
software.
Plus, they may have to getsomebody to set it up for them.
Thinking about it myself, Imean I've learned it, but it
took a long time.
It's frustration before theyeven start where, if they really
know that they are not techieand they really do not want to
learn the software.
This lady had it down pat.
(35:51):
Just get a list of all of yoursubscribers, have a look at it
and if they have unsubscribed ortheir payment failed or
whatever, you just go into thesoftware and you just delete
them.
Simple, simple.
There's always an easier way.
So don't let the marketing getin the way of you helping people
(36:13):
.
There is somebody out therewaiting for you to help them,
and if you just give up onlinebecause of the tech element,
there are loads of people outthere who are going to miss out
on what you have to offer.
That's like suppressing yourvoice when you have a voice.
So I hope that's been useful andif you have any questions, you
(36:36):
can find me on Facebook or Idon't really use Instagram.
You really use Instagram thatmuch Facebook or LinkedIn and
ask away.
I'd love to help you.
I actually offer a 30 minute,what I call map accelerator call
right, where we actually mapout your next steps, where I
will help you to get clear onwhat it is that you want to do.
(36:57):
There is no obligation.
If you just go to theinfluential womancom forward
slash call, you can actuallyschedule a call with me and
basically, I'll just be happy toget you on the right track.
If we end up working together,absolutely fantastic.
If not, god bless you and youcan move on and actually go do
your next thing.
Ok, that's it, ciao, for now.
(37:18):
See you next time.
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