February 15, 2024 • 37 mins
Embark on a transformative journey with video content creation coach and online course expert XayLi Barclay, as we unravel the secrets to pivoting from corporate life to thriving entrepreneurship. Witness first-hand XayLi's candid revelations about overcoming her initial fears and harnessing the dynamic power of video to forge genuine connections, inspire confidence, and stimulate revenue growth. This episode is an invaluable resource for aspiring entrepreneurs and established business owners alike, offering a behind-the-scenes glimpse at the strategic use of video content to resonate with audiences and foster lasting relationships.
Our conversation with XayLi Barclay dives into the essence of crafting an engaging online presence, revealing the pivotal steps every video coach must embark on to captivate their audience. From the foundational importance of setting achievable goals and authentically understanding your viewers, we discuss the art of building camera confidence and crafting a magnetic on-camera persona. Whether you're starting with just a smartphone or have a full studio at your disposal, this episode demystifies the online branding process, guiding you through the journey of evolving your skills and tools to amplify your message and standout in the digital realm.
As we close our insightful discussion, XayLi Barclay imparts wisdom on the keys to successful online branding, emphasizing the significance of crafting a personal brand story that echoes with your audience. By aligning strategic content creation with the needs of your customers, our expert guest illustrates how to establish oneself as the go-to authority in your niche, creating a brand narrative that not only captivates but converts. So tune in, as this episode is packed with actionable steps, success stories, and the clear roadmap you need to shine online and make your mark with powerful content and courses.
Connect with XayLi Barclay:
https://xaylibarclay.com/
Connect with Tona and Al Haywood:
Website
Sign Up to Our Email Today: Click here to stay in the loop on everything digital marketing!
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Tona Haywood (00:02):
The we Pivot podcast is for you if you're a
woman who has recently pivotedinto entrepreneurship.
You'll find digital marketingtips, trends and strategies to
help grow your business intoday's digital world.
Join Tona and Al Haywood as wehave fun breaking down all
things digital marketing.
So sit back, relax and enjoythe show.
(00:25):
Hello everyone and welcome backto the we Pivot podcast.
Have I got a great episode foryou?
Today we are joined with ouramazing guest, zae Lee Barclay,
and she is a video contentcreation coach and think-ific
(00:48):
expert for online businessowners.
She specializes in helpingentrepreneurs effectively stand
out, attract, nurture and sellto their target audience with
video content.
Through educational videocontent and online courses, she
teaches others how toeffortlessly create the visual
learning experiences they'vealways dreamed of in order to
(01:12):
unlock multiple revenue streams,attract paid opportunities and
connect on a deeper level withtheir audience.
Welcome, zae Lee, to the wePivot podcast.
Thank you so much for beinghere.
XayLi Barclay (01:26):
Thank you, Tona.
Thank you for having me.
I am so excited to connect withyou today.
Thank you for having me here.
Tona Haywood (01:32):
Well, thank you.
First off, before I get intoanything, let me just tell you,
my husband and I, before we evenstarted the podcast and we had
been going back and forththinking about whether we should
do a membership course orshould we do YouTube videos, or
(01:55):
what should we do I found you onYouTube and we were just it was
like maybe two or three yearsago.
We found you and we were justimmersing your videos and like,
man, she has really good videosand we loved your setup, your
backgrounds, all of that.
(02:16):
It was just so, it was just soinspiring and we were like, well
, man, if it's not like ZaeLee's, then I don't want it.
If I can't do it like her, ohmy gosh.
No.
XayLi Barclay (02:32):
No, I didn't say it here.
Tona Haywood (02:35):
Everything is so, it's so crisp, it's so good,
it's like we're not.
We're not there yet, so we wereinspired, to say the least,
okay good.
And I was just like you know,she's telling us all this good
information about video contentand how we need to really be out
here and I was like man, Iwould love to really get you as
(02:57):
a guest on the we Pivot podcast.
So that's kind of where itstarted.
I'm so glad we got thisopportunity today.
XayLi Barclay (03:04):
It's amazing, it's funny that you found me on
the exact platform that I sharewith people like you need to be
on YouTube, so I'm happy thatyou shared that, because now I'm
like, yes, yes exactly, it wasYouTube girl.
Tona Haywood (03:21):
So, since this is called the we Pivot podcast, I
would love to know you don'thave to give the long, or you
could give a short, whatever youwould like story of how you
really pivoted intoentrepreneurship and what did
you actually come from?
Like for me, I was a highschool biology teacher, so that
(03:43):
was my story, but how did youcome into what you do with video
content creation?
XayLi Barclay (03:50):
Yeah, that's a really good question.
I have such a.
It's really an immersiveexperience and my whole lesson
out of like pivoting and movingaround and finding my way is
just really to trust yourjourney.
And so in saying that, I'll saythat I always knew I wanted to
have my own business as a kidbecause I was surrounded by
(04:12):
entrepreneurs my grandmother, mydad, everyone you know in my,
even my mom.
She has her own business.
So I really really wanted to bean entrepreneur.
But there was a time in myjourney where I was like you
know what, like I want to wear abanging suit every day and just
work in this high rise buildingand just tell other people what
(04:35):
to do, kind of fish.
I got into corporate and I waslike, oh okay, this is not, not
what I thought it would be and,granted, maybe if I had like
decided to climb the ladder, Iwould have, but it didn't turn
out that way.
I started in PR in New YorkCity which is just brutal on its
(04:55):
own right, getting out ofcollege, and then I moved into
mortgage banking for a bit andthat's where it was for me.
I had the opportunity to climbthe ladder and I was like, no, I
don't, I don't want to do this.
I've always been a creative.
I'm a creative at heart.
I think for me, I had to reallyunderstand what does it take to
be a creative business owner?
(05:17):
And so I've always gotten say Ilove your style, I love your
fashion.
I started blogging.
So, even when I was incorporate, I would blog on my
lifestyle, the things I'mwearing, I would design clothing
and sew clothing and I wouldactually market it on my blog.
And in came YouTube andInstagram and social media and I
(05:39):
realized, oh, wow, like I canshare my talents here.
But I realized very quickly Ihave, like you said, like you
saw someone on YouTube andyou're like, oh, I want to do it
like that.
Like there were so manyYouTubers out there and I was
like I want to do that, but I'mpetrified of getting on camera.
I don't know what people aregoing to think about me.
Will I say the right thing?
Will I say the wrong things, orI have to be like this super
(06:02):
expert and if I say somethingwrong I'm going to get canceled,
or this one isn't going to likeme, or all of the things.
And so as I got onto thatjourney, I realized, hey, I
really want to do this, I'mgoing to become really good at
it, and I developed so manyskills along the way.
There came a point where peoplestarted coming to me for video
(06:22):
content.
I love your quality, I love howyou're confident on camera, I
love all of these things and Istarted monetizing on camera and
using video to make money.
Then I started gettingpartnerships and sponsorships
and things like that and mybusiness started to take off.
And in that time, I think onething that people may not have
(06:43):
realized was that I'm anintrovert, because I never
really showed that side of me.
Everyone thinks I'm anextrovert, outgoing, this bossy
person who's like taking namesand what do you say?
I can't remember.
I can't remember the terms thatI'm trying to say.
Right, but yeah, butessentially I wanted to help
(07:05):
people just like me who were shyand not knowing what to say
when they get on camera and notunderstanding how to create
content and then understandinghow to monetize that content,
how to create relationships forpartnerships, how to then build
out a studio, how to reallybecome known for your expertise
and align yourself with theother experts in your industry.
(07:26):
So that's kind of how thathappened.
And in between, that time of mefiguring out well, do I want to
stay in corporate or not?
I used to be a babysitter incollege, so I left that
opportunity to climb the ladderat JPMorgan Chase and I decided
to go back to babysitting.
So that was really hard in thattime, but I knew what I was
(07:51):
looking to do.
So when I started I did thatbecause I could go pick up that
kid at three o'clock to seveno'clock.
I worked for a celebrity couple, so I got paid really well, and
so what I did was I pushed mytime to work for someone else
into four hours a day.
That meant I had my mornings tomyself, whereas in corporate, oh
my gosh, I'm on the train inNew York City it's freezing cold
(08:12):
.
I'm tired on the train becauseit's just cyclical.
I'm waking up every morning,it's cold, going to work,
working all day, this long day,and then by the time you leave,
I mean you're also exhaustedfrom the environment in New York
City, but also just after youleave work, you're so tired you
don't really have time to workon your business.
(08:33):
And so I made the decision andit was really scary, but I did
it, and so I knew that my timeto make that transition was much
more valuable than me beingafraid to jump.
So, in a nutshell, that's mystory, tona.
Tona Haywood (08:50):
I love it.
I mean, I love it.
I love how the babysitting kindof comes back, and it comes
back in a way that probablyallows you to really do that
which you're trying to do, whichis your entrepreneurial journey
, because sometimes we have todo those things that we may have
grown away from in order to dothe bigger thing.
(09:11):
You know, that's coming downthe line, you know, and we have
to think of things differently.
It's not like just, oh, you'rea babysitter.
It's like, yeah, I'm doing thisso that I can do it.
XayLi Barclay (09:23):
No, you're absolutely right and I had to
process that.
It was really like, oh my gosh,like she left this.
And it's funny because therewas a point where I had to take
my kid to swimming and thelocation was close to my old job
and I would be like, oh my gosh, what if I see someone that I
used to work with and I am, youknow, obviously now a babysitter
(09:46):
, and so in those times, likeit's going to feel tough and
like you don't, you're notseeing your way, but you've got
to believe bigger, you know.
So thank you for calling thatout, yeah, yeah.
Tona Haywood (09:59):
I mean, I think that's true, because even I
think the biggest thing for mewhen I left out of teaching, it
was the one thing that I knewfor so long, right.
So it was like 16 years, highschool, biology, the same thing,
mitosis, over and over again.
You know all the things, yeah.
(10:21):
But then when you decide, orwhen God pushes you into a new
realm and he's like, oh, I don'twant you here anymore, I want
you over here, there's a processthat takes place because you're
like now, who are you?
What is your role now, what isyour purpose?
(10:44):
Because you were so used to.
If somebody said what are you?
You know, what do you do for aliving?
Yeah, exactly, I'm a teacher.
Yeah, Now it's like what do you?
XayLi Barclay (10:55):
well, let me see yeah, what am I doing today?
What part of the business am Iin today to say, well, that's
what I'm doing today?
Tona Haywood (11:06):
Exactly exactly Because you're still trying to
figure it out and it doesn'tcome like it doesn't come like
clockwork, because you have tostill grow and change and
there's all of these things thathappen along the way that help
you to become what you'resupposed to be over here in this
new journey, versus the onethat you were in before.
(11:29):
Because you're right, likegetting on camera.
When I was a teacher, it wasjust like, ok, I'm in front of
students, that I'm showtime infront of them.
But now if I'm thinking abouttrying to do video and I'm in
front of people, I have no ideawho they are.
Yeah, but how are they going toreceive me?
That was a harder pill toswallow to try to get over that.
(11:52):
So I really appreciate you forsharing your story, because I
think a lot of people in thisrealm can probably resonate with
that pivoting I hope so.
Entrepreneurship yeah.
Now down to the video contentcreation.
One thing that I did see thatyou have is you have a start
(12:17):
shoot, grow Academy.
Yes, I was wondering what wasthe spark that inspired you to
create that?
XayLi Barclay (12:25):
Yeah, start, shoot, grow really started from
me realizing that there was aneed, so I started it in 2015.
And I would always tell peopleif you're not on camera, you're
going to be in trouble in thenext few years.
Oh my gosh, look at us now.
Right, like every platform isvideo centric, every single
(12:46):
platform we can think about, andso now one thing that we do
have to look at is we have toget on camera in order to market
our businesses.
I mean, you can create graphicsthat's amazing.
You can take pictures that'spretty awesome.
But there's nothing like an oncamera connection, and I
realized that people were goingthrough different struggles as
(13:07):
far as it pertain to getting oncamera, right, so people
probably didn't know what to say.
You know what to talk about orwho they're speaking to
specifically.
You know, people don't know howto set up their camera, how to
create a set, how to even startwith a phone sometimes the
things that we think areelementary.
(13:28):
There are people strugglingwith those things, and so we're
able to create solution basedcontent that really speaks to
the people that we are lookingto attract, and I realized that
there was, on top of theoverwhelm of figuring out, oh my
gosh.
Am I saying this correctly?
Am I good enough to be oncamera?
(13:49):
Am I going to match up to otherpeople that I see out there?
On top of all of that, therealso is the aspect of I don't
know what to talk about.
I don't know what to say.
What are my next five topicsthat I can talk about?
That's going to really speak tothe person that I'm going to
attract.
Okay, now I've attracted them.
What's the next step?
How am I, you know, gettingthrough this process, or taking
(14:11):
them through a process to where,as soon as we have a
consultation or a call, they'relike Listen, I'm signing on to
work with you for the next sixmonths.
I'm super excited.
You know what is that salesprocess like?
So that's where I fell in lovewith the process, because I'd
done it over and over againsuccessfully, and I decided to
take my knowledge and package itup and put it into the academy.
Tona Haywood (14:33):
I love it and I'm assuming that a lot of people
are really being helped by this,because I think it goes back to
what you said there are thingsthat we think might be
elementary but people are stillneeding help with because if we
go back, if we take ourselvesback to our entrepreneurial
(14:56):
journey and pivoting, there's alot of things we didn't know
right.
Yeah, definitely it was hard tofind and hard to figure out and
there wasn't actually an answerto those things or questions
that we had.
And now we look at it from thatsimplified space what can I
provide to somebody that issomething that you can provide.
XayLi Barclay (15:18):
Yes, exactly Because this is about solutions.
It's about solving a problemfor someone else.
That's right.
Tona Haywood (15:25):
And a solution is what you have created.
You're welcome, and do you feelthat video content and online
courses work hand in hand, andhow do you feel like they work
(15:46):
hand in hand?
XayLi Barclay (15:48):
I feel like they do for sure.
For example, if I didn't putmyself out into the world, we
wouldn't be here on this podcast, right.
So you found me on YouTubesomehow and you were interested
in what I was saying or Iprobably shared something that
made you feel like, oh my gosh,she knows her stuff, she's the
right person for us to connectwith or talk to or reach out to.
(16:11):
And so when we look at thatprocess, first of all, video is
perfect for traffic and gettingpeople to trust you right, so
there's no like trust factor.
My assistant told me that youreached out via an email, so
somehow you got on my email list, so you were interested enough
to leave the platform that wewere on and get on to the email
list where we can further talkabout what you're possibly
(16:34):
struggling with.
And then what happens is thatperson begins to really enjoy
connecting with you.
Like sometimes I go live, like Ido so many things as it
pertains to video, by the timeit's ready for, by the time I'm
ready to ask for the sale, it'sa no brainer for the people that
I work with, because they'vespent enough time with me and
(16:55):
they know and trust you, know myexpertise and what I can, you
know, deliver.
So it becomes like a no brainer, like, of course I want to work
with you, of course, like, soit just makes the process.
It really collapses the salesprocess, which is what I love,
because then I'm able to onboardsomeone and work with them in
(17:16):
the capacity of an online courseor online coaching program or
however.
We're delivering content.
That's what's really helpful.
Tona Haywood (17:24):
And that actually makes a lot of sense, because
and the one thing that peoplehave to also realize it does
collapse the sales process.
But sometimes it also depends onthe person, because I've I've
seen you years ago, right, I'veingested or consumed all of your
(17:48):
, you know all of your differentcontent on the email list and
all of that.
But if I am not at a place whereI have a podcast, where I'm
thinking that this will be agood collaboration, yet I might
not go out and ask the question,right, because I'm not there
yet.
So it's still a process, right,but you've already given me all
(18:14):
of the things that I need toknow that, ok, I know, like and
trust this person and I amwilling to go the next step,
which is email list, or the nextstep, which is to reach out to
find out hey, is there any waythat we can collaborate and move
forward?
And I think that's a messagefor anybody out here, because a
lot of times we are putting outcontent, you might be putting
(18:36):
out videos, you're putting outsocial media posts, all types of
things but you still haven'tgot that sale or that magic
thing that you were kind oflooking to get yet.
But you have to just continueto be consistent with it and it
will come when it's supposed to,because the timing still has to
(18:57):
be right.
XayLi Barclay (18:58):
Definitely.
Tona Haywood (19:01):
And, in your opinion, why do you feel video
content has become such anintegral part of creating
people's online videos or justvideo content in general?
XayLi Barclay (19:17):
Yeah, I like to say a picture is.
Well.
People say a picture is like athousand words.
Right, let's think about video,which is a moving picture.
Right, we're able to telldeeper stories.
I like to even reference backto any time you go to the movie
theater, like when you leave.
If you've watched a good moviethere is, you feel different,
(19:40):
there is an impact.
If there was a sad part of themovie, you feel sad, leaving
Like you're going home andyou're like, oh my gosh, I can't
believe that happened.
I wonder what happened to thisperson.
So these visual images are sopowerful.
Getting on camera is sopowerful.
The other thing is facialrecognition.
(20:01):
We see someone often enough inperson, right, there's a
connection there.
Somehow you want to see thatperson again, so you find ways
to visit them or go out todinner or connect with them
again or marry them or whateverit might be.
And video is the same.
It's the same thing.
We're building a connection,which is why we see so many
(20:22):
parasocial relationships onsocial media, to where people
have been following this oneperson for years and they feel
like they know this person,right?
So I think that video now isjust an amplification of all of
the content and media that wehave in the online space and
we're able to put that intosomething that is either 30
(20:44):
seconds or 30 minutes and we'reable to spend time with people
as if it's a person-to-personconversation.
There's something especially.
I've been teaching this for solong, but after 2020, everyone's
lives changed and we leaned onvideo even more.
So our generation that isgrowing up now is they're
(21:07):
totally connected to theinternet and into content and
into video, and that in itselfis such a nod to what's
happening now in our industry orwhat's happening now in the
world.
So video is a connector ofsorts, and I don't think it's
going anywhere anytime soon.
Tona Haywood (21:29):
I don't think so either.
So how do you get people to getover the overwhelm of creating
the video and feeling like theyhave to have the DSLR camera
with the crispy you know?
(21:51):
You know what I'm talking aboutwith the crispy, clear visuals,
the set that is just pristineand immaculate and all of those
things, because a lot of timeswhat happens, at least I know
when I first saw your videos, Iwas like, oh no, professionally,
(22:12):
but I don't have that though.
Do I have to create that?
My lighting is a right and Idon't have a DSL or camera and I
don't feel like trying to getone and then try to figure out
how to make it work and all ofthese different things.
How do you get people to seethat they can use what they have
already and to still make animpact on their particular
(22:35):
target audience?
XayLi Barclay (22:37):
Of course, I think even when I was talking to
you or when you were speakingearlier, I was like, oh no, I
don't want you to feel that way,but also, at the same time,
that's I started without all ofthis stuff.
So I like to say it's reallydependent on your goals and I am
a person that I really want tostand out in this industry.
(23:02):
I really want, when you see me,you really take me seriously,
you really tap into what I'msaying.
I want to stand apart fromeveryone else, especially as a
video coach.
So I put a lot into my set, myappearance, how I show up on
camera, my confidence on camera,and so it's dependent on where
you would like to go in yourjourney, which is why we created
(23:23):
the Start Shoot Grow VideoAcademy, because I started with
my phone and then I graduated toa webcam and then I updated to
a DSLR.
So I kept upgrading as I wentalong.
And the way that we teach inthe Start Shoot Grow Academy is,
as you start progressing andyour income is progressing, you
start investing time back intoyour set, your camera, your
(23:46):
microphone.
You're able to do differentthings, even the way that we
serve people like yes, we canteach you how to get started,
but as you grow, we have whereyou can learn how to use the
tools that you do upgrade to orup level to, or our highest tier
is WhiteGlobe, where we'llorder all of your equipment and
come in and build your set foryou.
(24:06):
So we serve at different.
So I would say it's not up toevery single person to learn how
to use this stuff.
There's always someone that canhelp you.
I'm a believer of.
We have time or we have moneyso you can outsource finding the
DSLR, finding the rightmicrophone, hiring someone to
get all of that done for you andyou make your money back,
(24:28):
because now you spent this money.
I got to be on camera, I got toconnect with my people, I got to
amplify my voice and get mymessage out there.
If you're meant to servethousands of people or millions
of people, however you decide,but when you're just starting
out, your goal is to startamplifying yourself and your
voice.
So even with our cameraconfidence class, we teach you
(24:51):
how to amplify with what youhave.
We don't teach all of the fancythings and setups, but we teach
you how to command attention oncamera, how to get on camera
and speak into people and speakto people, how to navigate all
of that, your body language,your posture, the way that you
design yourself and your oncamera persona.
(25:11):
Those are the things that wecover in that class.
So it's kind of like Iunderstand the full spectrum
because I've been the fullspectrum.
I started with my phone, then Igraduated and I kept up
leveling and investing back intomy set and all of that.
But it just really depends onyour goals as to where you want
to go or how you want to presentyourself.
Tona Haywood (25:33):
And that makes a lot of sense.
And you have to also make surethat you're having realistic
goals, because I think a lot oftimes we come into it with goals
Well, if I don't have it likethis, then I don't want it.
XayLi Barclay (25:46):
Yeah, no, I agree , yes, and I think it's
important for us to alsoremember, like take action based
on where you would like to go,meaning that if you do, if your
goal is a large goal, then youhave to take action based on
what you have right now,regardless.
Tona Haywood (26:03):
Yep, that's true and yes, don't let that stop you
from making a goal Exactly.
Yeah, you're gonna be out there.
XayLi Barclay (26:12):
Yes, that's my belief.
Like I will tell you that Isometimes have the most
unrealistic goals ever andsomehow God comes through and
he's like all right, I heardwhat you said.
Right, let's figure this out soyou can dream big, but you got
to act big as well.
Tona Haywood (26:28):
That's true.
That is so true.
I like that.
I really do.
And how do you leverage yoursocial media to fit your overall
plan for creating thesesuccessful online courses and
monetizing them?
XayLi Barclay (26:47):
Yeah, I mean that's that.
I could teach on this for hours, but you have to understand
exactly who you're serving.
A lot of people get intobusiness and they don't have a
clear idea of who they areserving, right?
Who is their dream client,meaning the person that when you
say, hey, this is what I offerthere, they're like oh my gosh,
I need that.
Where do I sign up?
(27:08):
Please take my credit card?
All of that jazz, right?
And so if you don't know whothat person is, you're not able
to have a conversation with themor communicate with them.
I like to say a content or evencontent marketing, for that
matter is just really having aconversation or continuing the
conversation that your idealcustomer or client is having in
(27:29):
their head.
So you have to understandexactly who you're speaking to
and how you can help.
So, for example, for you, tony,I'm like you don't need to
learn all of this equipmentbecause you need to focus on
your zone of genius, right?
You don't have time to do allof this, which is why it's
important for us to know wherepeople are, even in that
customer journey as well.
So you have to reallyunderstand who you're talking to
(27:52):
and create content that ishelping them to move along the
journey with you.
So I think a lot of peopledon't put enough time into
understanding that customerjourney, whereas my customer
right now but part of thejourney are they.
Are they aware of the problemthat they're having?
Because sometimes that's it.
Sometimes someone sets a goal Iwant to make $10,000 a month
(28:13):
but they're not aware of theproblems that are in the way of
them getting to that.
So creating problem awarecontent is really important.
Well, have you projected?
Are you doing quarterlyprojections?
You know, are you setting goalsthat you that will align with?
Are you acting according tothose goals?
Are you doubling down on 20% ofwhat's working and cutting away
(28:37):
80% of what's not working?
Things like that are soimportant for you to be able to
relate to that person, likethese are the problems that
you're having, but guess what?
I have a product or a servicethat can fix that.
I laid this out in XYZ course.
So I think understanding whoyou are creating this course for
at the core like reallyunderstanding them is truly
(29:00):
transformational.
Tona Haywood (29:01):
I agree, when you know who it is that you're
creating the course for and whoyour target is, it makes putting
out content a lot easier.
Yeah, you find that, when itcomes to you and your social
media platforms, do you useevery single platform or do you
(29:21):
pour in more in certainplatforms than others?
XayLi Barclay (29:27):
That's a really good question.
I don't use every singleplatform, but we do have a
content distributor who takesall the content that I create
and distributes it ontodifferent platforms, so which
means that I can layer in right.
So if I have YouTube shortsgoing out, I can layer in with a
long form video or I can jumpin on a live stream, like I can
(29:50):
layer in that content.
My presence is still on theplatform.
However, if you're juststarting out, that is not for
you.
Pick a platform and pour intoit, and I still have my
platforms that I, you know,nurture.
Like I started on Instagram, soI'm there a lot and I'm also on
YouTube a lot.
Those are my power platforms.
Facebook is for nurturing forme, meaning that when people
(30:14):
pour into, they find me onYouTube, you know.
They find me on Instagram orthey find me on TikTok.
I'm able to pour everyone intoa Facebook group where I can
really connect and communicatewith people.
So for me in my business,different platforms also have
different purposes.
Tona Haywood (30:29):
And I I can see that, and I can actually see
that with your platform, becauseI can come to you for a long
form video via YouTube.
I can go out to your Instagramand I feel like the Instagram is
inspiring because it's like, ohgirl, what could actually be
using this?
What is the thing that you haveunder your desk where you walk
(30:54):
and the walking pad, yes, whileyou're working?
Yeah, girl, you could do that.
Get those steps in, yeah, oryou're how to create an
aesthetic video.
You know, I think those arevery encouraging, inspiring and
helpful, valuable.
But then I can also see thenurturing part that comes
(31:16):
through the Facebook group,where you can come online, you
can ask people questions, youknow, help with certain things.
So I feel like it's an overall,it's an actual strategy and
it's a strategy that works foryour brand.
And I think sometimes when wego out, when people go out, they
don't really have a strategy inmind and so everything kind of
(31:38):
seems kind of piecemeal.
It doesn't all flow together.
So I really, I really like that.
Thank you, you're welcome.
So let's see.
One question that I have is whatwould you like to share with
(32:00):
our listeners about being asuccessful business owner in
today's digital world.
How do you become successful intoday's digital world where
everything can be?
A lot of times?
For me, a digital marketer,everything is coming to me at
you know different speeds.
Everything's changing all thetime and you're like man.
(32:21):
Should I be here?
Should I be there?
Should I be here?
Should I be using this?
Should I put out this core?
It's just, it's overwhelming.
That's the one to sum it up.
So how do you?
What are some tips that youcould give business owners to
become successful in thisdigital landscape?
XayLi Barclay (32:41):
I would say, especially if you're, you know,
looking to amplify your business, get on a platform that is
searchable or search-based, andstart positioning yourself as
the go-to person in that space.
Right?
I think a lot of people reallysleep on this.
So I would say figure out whatyour customer needs from you and
start creating content based onthat that is searchable.
(33:05):
I think it's easy for us to getcaught up in virality and all
of the advice that people aregiving online about different
things, but I think it'simportant to find someone online
to listen to that is alignedwith you and your journey and
where you are going, instead ofscrolling TikTok and hearing
five different messages aboutwhat kind of videos you should
(33:26):
be creating.
Right?
So find a searchable platformand start creating content that
is really valuable on thatplatform.
Start building a contentportfolio.
I think a lot of us postaccording to our emotions,
meaning we do a few posts andwe're like, well, nobody's
watching and so I'm going tostop, kind of thing.
(33:47):
Last night, on a live stream, Iwas speaking about how
companies like Nike and Adidasthey already know everything
that's going on for the year,what collaborations they're
doing, what they're putting out,what products they're selling.
What's at the forefront forthis month, what's at the
forefront for next month.
You know they have everythingplanned out and whether people
(34:09):
are buying or not, or liking ornot, they are still following
the plan.
Stick to the plan, not youremotions.
So that would be my advice.
I like it.
Tona Haywood (34:23):
Stick to the plan, not your emotion.
I agree, because a lot of timeswe do.
We tend to go on.
We're humans, natural.
XayLi Barclay (34:33):
Right.
Tona Haywood (34:33):
And I think, before sticking to the plan,
create a plan Well that part yes, right, create a plan to stick
to and, yes, you'll probablyfeel much better because a lot
of times it's the post, it's thepost on the fly, it's you know,
I think I feel like postingtoday, but I don't feel like
(34:53):
it's tomorrow.
But if you have a plan thatyou've already stuck with nine
times out of 10, you'll stick toit because you already have it
in motion.
So, yeah, yeah, are there anylast things that you would like
to tell our audience?
That would be a nugget that youwould have.
XayLi Barclay (35:14):
I would just like to say find, make sure that you
know what your story is, oryour brand story, or what you
would like to put out thereabout yourself, Aside from us
only talking about business.
People buy from people, so makesure that you're putting content
out there that is also relevantto help people understand your
(35:35):
brand story.
You don't got to put everythingout there, because I know
that's a question, but is itrelevant to the journey that
you've experienced?
For example, even when I dointerviews like these, I know my
brand story so well I can fitit into the message of the show
that I'm on right.
So even today, I was glad youasked about what was my pivot
journey like, because then Icould have tapped into my story
(35:57):
and shared whoa.
I was all over the place for awhile until I found my stride
and realized that all of thethings I had been through really
helped to add up to where I amtoday.
So make sure that youunderstand your brand story and
make sure that you can translatethat on camera.
It is the thing that is goingto help someone choose you from
(36:20):
the other person that does whatyou do in your own industry.
Tona Haywood (36:24):
And it's all about being able to make that
connection to that person.
Yes, because once you seesomebody on camera, usually
there's a connection that's made, that's like, okay, I like this
person and I want to work withthis person and see what more
this person has to say.
Yes, well, zae Lee, I reallyappreciate you for being on our
(36:50):
podcast and I will definitelyhave all of your information in
our show notes so that peoplecan go out, they can follow,
they can find, they cansubscribe, they can get all the
goodness that is in all thoseemails that you send out,
because they are perfection.
So I appreciate that.
You're welcome, so, and theyneed to get on the list too.
(37:13):
So I will have all that there.
But thank you so much for beinga guest on our show.
We really appreciate you fortaking this time out to be on
our podcast.
XayLi Barclay (37:25):
Thank you, Tona.
Thank you for having me with apleasure.
Tona Haywood (37:29):
You're welcome, take care and talk to you soon.
Al Haywood (37:34):
We're so excited that you tuned in to the latest
episode of the we Pivot Podcast.
Thank you for joining us.
Now, whether this is your firsttime or not, please make sure
to subscribe and share with afriend who can also use some
digital marketing guidance aswell.
Until next time.
The we Pivot podcast is for you if you're a
woman who has recently pivotedinto entrepreneurship.
You'll find digital marketingtips, trends and strategies to
help grow your business intoday's digital world.
Join Tona and Al Haywood as wehave fun breaking down all
things digital marketing.
So sit back, relax and enjoythe show.
(00:25):
Hello everyone and welcome backto the we Pivot podcast.
Have I got a great episode foryou?
Today we are joined with ouramazing guest, zae Lee Barclay,
and she is a video contentcreation coach and think-ific
(00:48):
expert for online businessowners.
She specializes in helpingentrepreneurs effectively stand
out, attract, nurture and sellto their target audience with
video content.
Through educational videocontent and online courses, she
teaches others how toeffortlessly create the visual
learning experiences they'vealways dreamed of in order to
(01:12):
unlock multiple revenue streams,attract paid opportunities and
connect on a deeper level withtheir audience.
Welcome, zae Lee, to the wePivot podcast.
Thank you so much for beinghere.
XayLi Barclay (01:26):
Thank you, Tona.
Thank you for having me.
I am so excited to connect withyou today.
Thank you for having me here.
Tona Haywood (01:32):
Well, thank you.
First off, before I get intoanything, let me just tell you,
my husband and I, before we evenstarted the podcast and we had
been going back and forththinking about whether we should
do a membership course orshould we do YouTube videos, or
(01:55):
what should we do I found you onYouTube and we were just it was
like maybe two or three yearsago.
We found you and we were justimmersing your videos and like,
man, she has really good videosand we loved your setup, your
backgrounds, all of that.
(02:16):
It was just so, it was just soinspiring and we were like, well
, man, if it's not like ZaeLee's, then I don't want it.
If I can't do it like her, ohmy gosh.
No.
XayLi Barclay (02:32):
No, I didn't say it here.
Tona Haywood (02:35):
Everything is so, it's so crisp, it's so good,
it's like we're not.
We're not there yet, so we wereinspired, to say the least,
okay good.
And I was just like you know,she's telling us all this good
information about video contentand how we need to really be out
here and I was like man, Iwould love to really get you as
(02:57):
a guest on the we Pivot podcast.
So that's kind of where itstarted.
I'm so glad we got thisopportunity today.
XayLi Barclay (03:04):
It's amazing, it's funny that you found me on
the exact platform that I sharewith people like you need to be
on YouTube, so I'm happy thatyou shared that, because now I'm
like, yes, yes exactly, it wasYouTube girl.
Tona Haywood (03:21):
So, since this is called the we Pivot podcast, I
would love to know you don'thave to give the long, or you
could give a short, whatever youwould like story of how you
really pivoted intoentrepreneurship and what did
you actually come from?
Like for me, I was a highschool biology teacher, so that
(03:43):
was my story, but how did youcome into what you do with video
content creation?
XayLi Barclay (03:50):
Yeah, that's a really good question.
I have such a.
It's really an immersiveexperience and my whole lesson
out of like pivoting and movingaround and finding my way is
just really to trust yourjourney.
And so in saying that, I'll saythat I always knew I wanted to
have my own business as a kidbecause I was surrounded by
(04:12):
entrepreneurs my grandmother, mydad, everyone you know in my,
even my mom.
She has her own business.
So I really really wanted to bean entrepreneur.
But there was a time in myjourney where I was like you
know what, like I want to wear abanging suit every day and just
work in this high rise buildingand just tell other people what
(04:35):
to do, kind of fish.
I got into corporate and I waslike, oh okay, this is not, not
what I thought it would be and,granted, maybe if I had like
decided to climb the ladder, Iwould have, but it didn't turn
out that way.
I started in PR in New YorkCity which is just brutal on its
(04:55):
own right, getting out ofcollege, and then I moved into
mortgage banking for a bit andthat's where it was for me.
I had the opportunity to climbthe ladder and I was like, no, I
don't, I don't want to do this.
I've always been a creative.
I'm a creative at heart.
I think for me, I had to reallyunderstand what does it take to
be a creative business owner?
(05:17):
And so I've always gotten say Ilove your style, I love your
fashion.
I started blogging.
So, even when I was incorporate, I would blog on my
lifestyle, the things I'mwearing, I would design clothing
and sew clothing and I wouldactually market it on my blog.
And in came YouTube andInstagram and social media and I
(05:39):
realized, oh, wow, like I canshare my talents here.
But I realized very quickly Ihave, like you said, like you
saw someone on YouTube andyou're like, oh, I want to do it
like that.
Like there were so manyYouTubers out there and I was
like I want to do that, but I'mpetrified of getting on camera.
I don't know what people aregoing to think about me.
Will I say the right thing?
Will I say the wrong things, orI have to be like this super
(06:02):
expert and if I say somethingwrong I'm going to get canceled,
or this one isn't going to likeme, or all of the things.
And so as I got onto thatjourney, I realized, hey, I
really want to do this, I'mgoing to become really good at
it, and I developed so manyskills along the way.
There came a point where peoplestarted coming to me for video
(06:22):
content.
I love your quality, I love howyou're confident on camera, I
love all of these things and Istarted monetizing on camera and
using video to make money.
Then I started gettingpartnerships and sponsorships
and things like that and mybusiness started to take off.
And in that time, I think onething that people may not have
(06:43):
realized was that I'm anintrovert, because I never
really showed that side of me.
Everyone thinks I'm anextrovert, outgoing, this bossy
person who's like taking namesand what do you say?
I can't remember.
I can't remember the terms thatI'm trying to say.
Right, but yeah, butessentially I wanted to help
(07:05):
people just like me who were shyand not knowing what to say
when they get on camera and notunderstanding how to create
content and then understandinghow to monetize that content,
how to create relationships forpartnerships, how to then build
out a studio, how to reallybecome known for your expertise
and align yourself with theother experts in your industry.
(07:26):
So that's kind of how thathappened.
And in between, that time of mefiguring out well, do I want to
stay in corporate or not?
I used to be a babysitter incollege, so I left that
opportunity to climb the ladderat JPMorgan Chase and I decided
to go back to babysitting.
So that was really hard in thattime, but I knew what I was
(07:51):
looking to do.
So when I started I did thatbecause I could go pick up that
kid at three o'clock to seveno'clock.
I worked for a celebrity couple, so I got paid really well, and
so what I did was I pushed mytime to work for someone else
into four hours a day.
That meant I had my mornings tomyself, whereas in corporate, oh
my gosh, I'm on the train inNew York City it's freezing cold
(08:12):
.
I'm tired on the train becauseit's just cyclical.
I'm waking up every morning,it's cold, going to work,
working all day, this long day,and then by the time you leave,
I mean you're also exhaustedfrom the environment in New York
City, but also just after youleave work, you're so tired you
don't really have time to workon your business.
(08:33):
And so I made the decision andit was really scary, but I did
it, and so I knew that my timeto make that transition was much
more valuable than me beingafraid to jump.
So, in a nutshell, that's mystory, tona.
Tona Haywood (08:50):
I love it.
I mean, I love it.
I love how the babysitting kindof comes back, and it comes
back in a way that probablyallows you to really do that
which you're trying to do, whichis your entrepreneurial journey
, because sometimes we have todo those things that we may have
grown away from in order to dothe bigger thing.
(09:11):
You know, that's coming downthe line, you know, and we have
to think of things differently.
It's not like just, oh, you'rea babysitter.
It's like, yeah, I'm doing thisso that I can do it.
XayLi Barclay (09:23):
No, you're absolutely right and I had to
process that.
It was really like, oh my gosh,like she left this.
And it's funny because therewas a point where I had to take
my kid to swimming and thelocation was close to my old job
and I would be like, oh my gosh, what if I see someone that I
used to work with and I am, youknow, obviously now a babysitter
(09:46):
, and so in those times, likeit's going to feel tough and
like you don't, you're notseeing your way, but you've got
to believe bigger, you know.
So thank you for calling thatout, yeah, yeah.
Tona Haywood (09:59):
I mean, I think that's true, because even I
think the biggest thing for mewhen I left out of teaching, it
was the one thing that I knewfor so long, right.
So it was like 16 years, highschool, biology, the same thing,
mitosis, over and over again.
You know all the things, yeah.
(10:21):
But then when you decide, orwhen God pushes you into a new
realm and he's like, oh, I don'twant you here anymore, I want
you over here, there's a processthat takes place because you're
like now, who are you?
What is your role now, what isyour purpose?
(10:44):
Because you were so used to.
If somebody said what are you?
You know, what do you do for aliving?
Yeah, exactly, I'm a teacher.
Yeah, Now it's like what do you?
XayLi Barclay (10:55):
well, let me see yeah, what am I doing today?
What part of the business am Iin today to say, well, that's
what I'm doing today?
Tona Haywood (11:06):
Exactly exactly Because you're still trying to
figure it out and it doesn'tcome like it doesn't come like
clockwork, because you have tostill grow and change and
there's all of these things thathappen along the way that help
you to become what you'resupposed to be over here in this
new journey, versus the onethat you were in before.
(11:29):
Because you're right, likegetting on camera.
When I was a teacher, it wasjust like, ok, I'm in front of
students, that I'm showtime infront of them.
But now if I'm thinking abouttrying to do video and I'm in
front of people, I have no ideawho they are.
Yeah, but how are they going toreceive me?
That was a harder pill toswallow to try to get over that.
(11:52):
So I really appreciate you forsharing your story, because I
think a lot of people in thisrealm can probably resonate with
that pivoting I hope so.
Entrepreneurship yeah.
Now down to the video contentcreation.
One thing that I did see thatyou have is you have a start
(12:17):
shoot, grow Academy.
Yes, I was wondering what wasthe spark that inspired you to
create that?
XayLi Barclay (12:25):
Yeah, start, shoot, grow really started from
me realizing that there was aneed, so I started it in 2015.
And I would always tell peopleif you're not on camera, you're
going to be in trouble in thenext few years.
Oh my gosh, look at us now.
Right, like every platform isvideo centric, every single
(12:46):
platform we can think about, andso now one thing that we do
have to look at is we have toget on camera in order to market
our businesses.
I mean, you can create graphicsthat's amazing.
You can take pictures that'spretty awesome.
But there's nothing like an oncamera connection, and I
realized that people were goingthrough different struggles as
(13:07):
far as it pertain to getting oncamera, right, so people
probably didn't know what to say.
You know what to talk about orwho they're speaking to
specifically.
You know, people don't know howto set up their camera, how to
create a set, how to even startwith a phone sometimes the
things that we think areelementary.
(13:28):
There are people strugglingwith those things, and so we're
able to create solution basedcontent that really speaks to
the people that we are lookingto attract, and I realized that
there was, on top of theoverwhelm of figuring out, oh my
gosh.
Am I saying this correctly?
Am I good enough to be oncamera?
(13:49):
Am I going to match up to otherpeople that I see out there?
On top of all of that, therealso is the aspect of I don't
know what to talk about.
I don't know what to say.
What are my next five topicsthat I can talk about?
That's going to really speak tothe person that I'm going to
attract.
Okay, now I've attracted them.
What's the next step?
How am I, you know, gettingthrough this process, or taking
(14:11):
them through a process to where,as soon as we have a
consultation or a call, they'relike Listen, I'm signing on to
work with you for the next sixmonths.
I'm super excited.
You know what is that salesprocess like?
So that's where I fell in lovewith the process, because I'd
done it over and over againsuccessfully, and I decided to
take my knowledge and package itup and put it into the academy.
Tona Haywood (14:33):
I love it and I'm assuming that a lot of people
are really being helped by this,because I think it goes back to
what you said there are thingsthat we think might be
elementary but people are stillneeding help with because if we
go back, if we take ourselvesback to our entrepreneurial
(14:56):
journey and pivoting, there's alot of things we didn't know
right.
Yeah, definitely it was hard tofind and hard to figure out and
there wasn't actually an answerto those things or questions
that we had.
And now we look at it from thatsimplified space what can I
provide to somebody that issomething that you can provide.
XayLi Barclay (15:18):
Yes, exactly Because this is about solutions.
It's about solving a problemfor someone else.
That's right.
Tona Haywood (15:25):
And a solution is what you have created.
You're welcome, and do you feelthat video content and online
courses work hand in hand, andhow do you feel like they work
(15:46):
hand in hand?
XayLi Barclay (15:48):
I feel like they do for sure.
For example, if I didn't putmyself out into the world, we
wouldn't be here on this podcast, right.
So you found me on YouTubesomehow and you were interested
in what I was saying or Iprobably shared something that
made you feel like, oh my gosh,she knows her stuff, she's the
right person for us to connectwith or talk to or reach out to.
(16:11):
And so when we look at thatprocess, first of all, video is
perfect for traffic and gettingpeople to trust you right, so
there's no like trust factor.
My assistant told me that youreached out via an email, so
somehow you got on my email list, so you were interested enough
to leave the platform that wewere on and get on to the email
list where we can further talkabout what you're possibly
(16:34):
struggling with.
And then what happens is thatperson begins to really enjoy
connecting with you.
Like sometimes I go live, like Ido so many things as it
pertains to video, by the timeit's ready for, by the time I'm
ready to ask for the sale, it'sa no brainer for the people that
I work with, because they'vespent enough time with me and
(16:55):
they know and trust you, know myexpertise and what I can, you
know, deliver.
So it becomes like a no brainer, like, of course I want to work
with you, of course, like, soit just makes the process.
It really collapses the salesprocess, which is what I love,
because then I'm able to onboardsomeone and work with them in
(17:16):
the capacity of an online courseor online coaching program or
however.
We're delivering content.
That's what's really helpful.
Tona Haywood (17:24):
And that actually makes a lot of sense, because
and the one thing that peoplehave to also realize it does
collapse the sales process.
But sometimes it also depends onthe person, because I've I've
seen you years ago, right, I'veingested or consumed all of your
(17:48):
, you know all of your differentcontent on the email list and
all of that.
But if I am not at a place whereI have a podcast, where I'm
thinking that this will be agood collaboration, yet I might
not go out and ask the question,right, because I'm not there
yet.
So it's still a process, right,but you've already given me all
(18:14):
of the things that I need toknow that, ok, I know, like and
trust this person and I amwilling to go the next step,
which is email list, or the nextstep, which is to reach out to
find out hey, is there any waythat we can collaborate and move
forward?
And I think that's a messagefor anybody out here, because a
lot of times we are putting outcontent, you might be putting
(18:36):
out videos, you're putting outsocial media posts, all types of
things but you still haven'tgot that sale or that magic
thing that you were kind oflooking to get yet.
But you have to just continueto be consistent with it and it
will come when it's supposed to,because the timing still has to
(18:57):
be right.
XayLi Barclay (18:58):
Definitely.
Tona Haywood (19:01):
And, in your opinion, why do you feel video
content has become such anintegral part of creating
people's online videos or justvideo content in general?
XayLi Barclay (19:17):
Yeah, I like to say a picture is.
Well.
People say a picture is like athousand words.
Right, let's think about video,which is a moving picture.
Right, we're able to telldeeper stories.
I like to even reference backto any time you go to the movie
theater, like when you leave.
If you've watched a good moviethere is, you feel different,
(19:40):
there is an impact.
If there was a sad part of themovie, you feel sad, leaving
Like you're going home andyou're like, oh my gosh, I can't
believe that happened.
I wonder what happened to thisperson.
So these visual images are sopowerful.
Getting on camera is sopowerful.
The other thing is facialrecognition.
(20:01):
We see someone often enough inperson, right, there's a
connection there.
Somehow you want to see thatperson again, so you find ways
to visit them or go out todinner or connect with them
again or marry them or whateverit might be.
And video is the same.
It's the same thing.
We're building a connection,which is why we see so many
(20:22):
parasocial relationships onsocial media, to where people
have been following this oneperson for years and they feel
like they know this person,right?
So I think that video now isjust an amplification of all of
the content and media that wehave in the online space and
we're able to put that intosomething that is either 30
(20:44):
seconds or 30 minutes and we'reable to spend time with people
as if it's a person-to-personconversation.
There's something especially.
I've been teaching this for solong, but after 2020, everyone's
lives changed and we leaned onvideo even more.
So our generation that isgrowing up now is they're
(21:07):
totally connected to theinternet and into content and
into video, and that in itselfis such a nod to what's
happening now in our industry orwhat's happening now in the
world.
So video is a connector ofsorts, and I don't think it's
going anywhere anytime soon.
Tona Haywood (21:29):
I don't think so either.
So how do you get people to getover the overwhelm of creating
the video and feeling like theyhave to have the DSLR camera
with the crispy you know?
(21:51):
You know what I'm talking aboutwith the crispy, clear visuals,
the set that is just pristineand immaculate and all of those
things, because a lot of timeswhat happens, at least I know
when I first saw your videos, Iwas like, oh no, professionally,
(22:12):
but I don't have that though.
Do I have to create that?
My lighting is a right and Idon't have a DSL or camera and I
don't feel like trying to getone and then try to figure out
how to make it work and all ofthese different things.
How do you get people to seethat they can use what they have
already and to still make animpact on their particular
(22:35):
target audience?
XayLi Barclay (22:37):
Of course, I think even when I was talking to
you or when you were speakingearlier, I was like, oh no, I
don't want you to feel that way,but also, at the same time,
that's I started without all ofthis stuff.
So I like to say it's reallydependent on your goals and I am
a person that I really want tostand out in this industry.
(23:02):
I really want, when you see me,you really take me seriously,
you really tap into what I'msaying.
I want to stand apart fromeveryone else, especially as a
video coach.
So I put a lot into my set, myappearance, how I show up on
camera, my confidence on camera,and so it's dependent on where
you would like to go in yourjourney, which is why we created
(23:23):
the Start Shoot Grow VideoAcademy, because I started with
my phone and then I graduated toa webcam and then I updated to
a DSLR.
So I kept upgrading as I wentalong.
And the way that we teach inthe Start Shoot Grow Academy is,
as you start progressing andyour income is progressing, you
start investing time back intoyour set, your camera, your
(23:46):
microphone.
You're able to do differentthings, even the way that we
serve people like yes, we canteach you how to get started,
but as you grow, we have whereyou can learn how to use the
tools that you do upgrade to orup level to, or our highest tier
is WhiteGlobe, where we'llorder all of your equipment and
come in and build your set foryou.
(24:06):
So we serve at different.
So I would say it's not up toevery single person to learn how
to use this stuff.
There's always someone that canhelp you.
I'm a believer of.
We have time or we have moneyso you can outsource finding the
DSLR, finding the rightmicrophone, hiring someone to
get all of that done for you andyou make your money back,
(24:28):
because now you spent this money.
I got to be on camera, I got toconnect with my people, I got to
amplify my voice and get mymessage out there.
If you're meant to servethousands of people or millions
of people, however you decide,but when you're just starting
out, your goal is to startamplifying yourself and your
voice.
So even with our cameraconfidence class, we teach you
(24:51):
how to amplify with what youhave.
We don't teach all of the fancythings and setups, but we teach
you how to command attention oncamera, how to get on camera
and speak into people and speakto people, how to navigate all
of that, your body language,your posture, the way that you
design yourself and your oncamera persona.
(25:11):
Those are the things that wecover in that class.
So it's kind of like Iunderstand the full spectrum
because I've been the fullspectrum.
I started with my phone, then Igraduated and I kept up
leveling and investing back intomy set and all of that.
But it just really depends onyour goals as to where you want
to go or how you want to presentyourself.
Tona Haywood (25:33):
And that makes a lot of sense.
And you have to also make surethat you're having realistic
goals, because I think a lot oftimes we come into it with goals
Well, if I don't have it likethis, then I don't want it.
XayLi Barclay (25:46):
Yeah, no, I agree , yes, and I think it's
important for us to alsoremember, like take action based
on where you would like to go,meaning that if you do, if your
goal is a large goal, then youhave to take action based on
what you have right now,regardless.
Tona Haywood (26:03):
Yep, that's true and yes, don't let that stop you
from making a goal Exactly.
Yeah, you're gonna be out there.
XayLi Barclay (26:12):
Yes, that's my belief.
Like I will tell you that Isometimes have the most
unrealistic goals ever andsomehow God comes through and
he's like all right, I heardwhat you said.
Right, let's figure this out soyou can dream big, but you got
to act big as well.
Tona Haywood (26:28):
That's true.
That is so true.
I like that.
I really do.
And how do you leverage yoursocial media to fit your overall
plan for creating thesesuccessful online courses and
monetizing them?
XayLi Barclay (26:47):
Yeah, I mean that's that.
I could teach on this for hours, but you have to understand
exactly who you're serving.
A lot of people get intobusiness and they don't have a
clear idea of who they areserving, right?
Who is their dream client,meaning the person that when you
say, hey, this is what I offerthere, they're like oh my gosh,
I need that.
Where do I sign up?
(27:08):
Please take my credit card?
All of that jazz, right?
And so if you don't know whothat person is, you're not able
to have a conversation with themor communicate with them.
I like to say a content or evencontent marketing, for that
matter is just really having aconversation or continuing the
conversation that your idealcustomer or client is having in
(27:29):
their head.
So you have to understandexactly who you're speaking to
and how you can help.
So, for example, for you, tony,I'm like you don't need to
learn all of this equipmentbecause you need to focus on
your zone of genius, right?
You don't have time to do allof this, which is why it's
important for us to know wherepeople are, even in that
customer journey as well.
So you have to reallyunderstand who you're talking to
(27:52):
and create content that ishelping them to move along the
journey with you.
So I think a lot of peopledon't put enough time into
understanding that customerjourney, whereas my customer
right now but part of thejourney are they.
Are they aware of the problemthat they're having?
Because sometimes that's it.
Sometimes someone sets a goal Iwant to make $10,000 a month
(28:13):
but they're not aware of theproblems that are in the way of
them getting to that.
So creating problem awarecontent is really important.
Well, have you projected?
Are you doing quarterlyprojections?
You know, are you setting goalsthat you that will align with?
Are you acting according tothose goals?
Are you doubling down on 20% ofwhat's working and cutting away
(28:37):
80% of what's not working?
Things like that are soimportant for you to be able to
relate to that person, likethese are the problems that
you're having, but guess what?
I have a product or a servicethat can fix that.
I laid this out in XYZ course.
So I think understanding whoyou are creating this course for
at the core like reallyunderstanding them is truly
(29:00):
transformational.
Tona Haywood (29:01):
I agree, when you know who it is that you're
creating the course for and whoyour target is, it makes putting
out content a lot easier.
Yeah, you find that, when itcomes to you and your social
media platforms, do you useevery single platform or do you
(29:21):
pour in more in certainplatforms than others?
XayLi Barclay (29:27):
That's a really good question.
I don't use every singleplatform, but we do have a
content distributor who takesall the content that I create
and distributes it ontodifferent platforms, so which
means that I can layer in right.
So if I have YouTube shortsgoing out, I can layer in with a
long form video or I can jumpin on a live stream, like I can
(29:50):
layer in that content.
My presence is still on theplatform.
However, if you're juststarting out, that is not for
you.
Pick a platform and pour intoit, and I still have my
platforms that I, you know,nurture.
Like I started on Instagram, soI'm there a lot and I'm also on
YouTube a lot.
Those are my power platforms.
Facebook is for nurturing forme, meaning that when people
(30:14):
pour into, they find me onYouTube, you know.
They find me on Instagram orthey find me on TikTok.
I'm able to pour everyone intoa Facebook group where I can
really connect and communicatewith people.
So for me in my business,different platforms also have
different purposes.
Tona Haywood (30:29):
And I I can see that, and I can actually see
that with your platform, becauseI can come to you for a long
form video via YouTube.
I can go out to your Instagramand I feel like the Instagram is
inspiring because it's like, ohgirl, what could actually be
using this?
What is the thing that you haveunder your desk where you walk
(30:54):
and the walking pad, yes, whileyou're working?
Yeah, girl, you could do that.
Get those steps in, yeah, oryou're how to create an
aesthetic video.
You know, I think those arevery encouraging, inspiring and
helpful, valuable.
But then I can also see thenurturing part that comes
(31:16):
through the Facebook group,where you can come online, you
can ask people questions, youknow, help with certain things.
So I feel like it's an overall,it's an actual strategy and
it's a strategy that works foryour brand.
And I think sometimes when wego out, when people go out, they
don't really have a strategy inmind and so everything kind of
(31:38):
seems kind of piecemeal.
It doesn't all flow together.
So I really, I really like that.
Thank you, you're welcome.
So let's see.
One question that I have is whatwould you like to share with
(32:00):
our listeners about being asuccessful business owner in
today's digital world.
How do you become successful intoday's digital world where
everything can be?
A lot of times?
For me, a digital marketer,everything is coming to me at
you know different speeds.
Everything's changing all thetime and you're like man.
(32:21):
Should I be here?
Should I be there?
Should I be here?
Should I be using this?
Should I put out this core?
It's just, it's overwhelming.
That's the one to sum it up.
So how do you?
What are some tips that youcould give business owners to
become successful in thisdigital landscape?
XayLi Barclay (32:41):
I would say, especially if you're, you know,
looking to amplify your business, get on a platform that is
searchable or search-based, andstart positioning yourself as
the go-to person in that space.
Right?
I think a lot of people reallysleep on this.
So I would say figure out whatyour customer needs from you and
start creating content based onthat that is searchable.
(33:05):
I think it's easy for us to getcaught up in virality and all
of the advice that people aregiving online about different
things, but I think it'simportant to find someone online
to listen to that is alignedwith you and your journey and
where you are going, instead ofscrolling TikTok and hearing
five different messages aboutwhat kind of videos you should
(33:26):
be creating.
Right?
So find a searchable platformand start creating content that
is really valuable on thatplatform.
Start building a contentportfolio.
I think a lot of us postaccording to our emotions,
meaning we do a few posts andwe're like, well, nobody's
watching and so I'm going tostop, kind of thing.
(33:47):
Last night, on a live stream, Iwas speaking about how
companies like Nike and Adidasthey already know everything
that's going on for the year,what collaborations they're
doing, what they're putting out,what products they're selling.
What's at the forefront forthis month, what's at the
forefront for next month.
You know they have everythingplanned out and whether people
(34:09):
are buying or not, or liking ornot, they are still following
the plan.
Stick to the plan, not youremotions.
So that would be my advice.
I like it.
Tona Haywood (34:23):
Stick to the plan, not your emotion.
I agree, because a lot of timeswe do.
We tend to go on.
We're humans, natural.
XayLi Barclay (34:33):
Right.
Tona Haywood (34:33):
And I think, before sticking to the plan,
create a plan Well that part yes, right, create a plan to stick
to and, yes, you'll probablyfeel much better because a lot
of times it's the post, it's thepost on the fly, it's you know,
I think I feel like postingtoday, but I don't feel like
(34:53):
it's tomorrow.
But if you have a plan thatyou've already stuck with nine
times out of 10, you'll stick toit because you already have it
in motion.
So, yeah, yeah, are there anylast things that you would like
to tell our audience?
That would be a nugget that youwould have.
XayLi Barclay (35:14):
I would just like to say find, make sure that you
know what your story is, oryour brand story, or what you
would like to put out thereabout yourself, Aside from us
only talking about business.
People buy from people, so makesure that you're putting content
out there that is also relevantto help people understand your
(35:35):
brand story.
You don't got to put everythingout there, because I know
that's a question, but is itrelevant to the journey that
you've experienced?
For example, even when I dointerviews like these, I know my
brand story so well I can fitit into the message of the show
that I'm on right.
So even today, I was glad youasked about what was my pivot
journey like, because then Icould have tapped into my story
(35:57):
and shared whoa.
I was all over the place for awhile until I found my stride
and realized that all of thethings I had been through really
helped to add up to where I amtoday.
So make sure that youunderstand your brand story and
make sure that you can translatethat on camera.
It is the thing that is goingto help someone choose you from
(36:20):
the other person that does whatyou do in your own industry.
Tona Haywood (36:24):
And it's all about being able to make that
connection to that person.
Yes, because once you seesomebody on camera, usually
there's a connection that's made, that's like, okay, I like this
person and I want to work withthis person and see what more
this person has to say.
Yes, well, zae Lee, I reallyappreciate you for being on our
(36:50):
podcast and I will definitelyhave all of your information in
our show notes so that peoplecan go out, they can follow,
they can find, they cansubscribe, they can get all the
goodness that is in all thoseemails that you send out,
because they are perfection.
So I appreciate that.
You're welcome, so, and theyneed to get on the list too.
(37:13):
So I will have all that there.
But thank you so much for beinga guest on our show.
We really appreciate you fortaking this time out to be on
our podcast.
XayLi Barclay (37:25):
Thank you, Tona.
Thank you for having me with apleasure.
Tona Haywood (37:29):
You're welcome, take care and talk to you soon.
Al Haywood (37:34):
We're so excited that you tuned in to the latest
episode of the we Pivot Podcast.
Thank you for joining us.
Now, whether this is your firsttime or not, please make sure
to subscribe and share with afriend who can also use some
digital marketing guidance aswell.
Until next time.
Popular Podcasts
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Intentionally Disturbing
Join me on this podcast as I navigate the murky waters of human behavior, current events, and personal anecdotes through in-depth interviews with incredible people—all served with a generous helping of sarcasm and satire. After years as a forensic and clinical psychologist, I offer a unique interview style and a low tolerance for bullshit, quickly steering conversations toward depth and darkness. I honor the seriousness while also appreciating wit. I’m your guide through the twisted labyrinth of the human psyche, armed with dark humor and biting wit.