November 19, 2024 • 38 mins
In this follow-up to our first episode, Beverly Cornell returns to dive deeper into the world of branding magic. Last time, Beverly helped us uncover the importance of reconnecting with our 'why'—the heart and soul of any purpose-driven business.
This time, we’re taking things further and exploring how clarity changes everything. Whether you’re feeling scattered, struggling to stand out, or just unsure of how to connect with your ideal clients, this episode is packed with insights and actionable steps to help you cut through the noise and create a brand that resonates.
Beverly shares:
If you’re ready to bring clarity to your brand, visit https://bcassociatesmarketing.com/ to book a Brand Spark session. Let’s uncover your unique magic and create a brand that feels as amazing as your work!
Be sure to check out the links in the show notes to connect with Beverly, and don’t forget to subscribe so you don’t miss the next episode in this inspiring series!
Become a supporter of this podcast: https://www.spreaker.com/podcast/marketing-mastery-attract-convert-grow--6313705/support.
This time, we’re taking things further and exploring how clarity changes everything. Whether you’re feeling scattered, struggling to stand out, or just unsure of how to connect with your ideal clients, this episode is packed with insights and actionable steps to help you cut through the noise and create a brand that resonates.
Beverly shares:
- Why clarity is the secret ingredient to powerful branding.
- The biggest mistakes holding entrepreneurs back.
- Simple, practical exercises you can do today to gain focus and confidence.
- Real-life examples of brands transformed through the power of clarity.
If you’re ready to bring clarity to your brand, visit https://bcassociatesmarketing.com/ to book a Brand Spark session. Let’s uncover your unique magic and create a brand that feels as amazing as your work!
Be sure to check out the links in the show notes to connect with Beverly, and don’t forget to subscribe so you don’t miss the next episode in this inspiring series!
Become a supporter of this podcast: https://www.spreaker.com/podcast/marketing-mastery-attract-convert-grow--6313705/support.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Hello everybody, and welcome to The Advisor with Stacy to
len Me and today I'm very excited because we have
a very special guest today. She actually has a podcast
on our network and she is part of our podcast community,
and she is the founder of BC and Associates Marketing,
and she's here today to talk about clarity and what
that means in the marketing world and how that could
(00:25):
affect so many people who are entrepreneurs and have businesses.
So I'm really excited for it to come on the
show and tell us a little about clarity before our
On our episode before we talked about the Why. So
today we're going to talk about clarity. And if you
haven't heard about the Why, I suggest you go back
to her last episode and listen to it because it's
(00:46):
a great episode.
Speaker 2 (00:47):
And it'll teach you a lot of things.
Speaker 1 (00:49):
So Beverly, I'm so glad you're on the show today
explain to people what clarity means when it comes to marketing.
Speaker 3 (00:57):
Thank you so much, Stacy. I am so excited to
be back into conte you this conversation. I'm a total
nerd when it comes to all of this stuff, and
you give me twenty minutes and hopefully I can stay
succinct to Naco too far. Yeah, you're right. Last time
we talked about why and how it fuels everything in
your business. It's about you, you know, the purpose of everything.
(01:18):
But today, like you said, we're going to talk about
the purpose, bringing that purpose to life through clarity and
getting really laser focused on who you are, who you serve,
and how to create messaging that really resonates with the
dream clients, not just any client, but your dream clients.
Speaker 2 (01:36):
Right.
Speaker 3 (01:37):
So, your why is the spark that fuels your passion.
It's what keeps you going. But clarity is the fuel
that keeps the spark alive. Yes, Without clarity, your why
can feel like it's stuck. I'm come from Detroit, so
it's stuck in neutral. It's not driving anywhere, it's not
going backwards, but you're just kind of sitting there spinning
your wheels. Right, you can't get anywhere. So here's how
(02:00):
they connect. Clarity is what bridges your passion with your audience.
It helps you show up in a way that feels
super authentic to who you are. It's like the word
of I feel like authenticity is like the word of
twenty twenty four, while making it super easy for your
ideal clients, the perfect people that you want, you want
to buy from you to see how you can help them.
Speaker 2 (02:22):
Right.
Speaker 3 (02:24):
So I have a story. Can I share a story?
Speaker 1 (02:26):
I sure?
Speaker 3 (02:27):
I love it? Okay? So I have a client. Her
name is Angel. She's an art therapist who helps women
who are going through like the major life changes like divorce,
empty nesting, big career changes, maybe from even corporate life
to their own business. She helps them find clarity and
healing through creative self expression. So through art. Her why
(02:48):
was deeply rooted in an empowering women to have confidence, right,
so that they could do these life changes and be
empowered and not necessarily feel lost in that problem us. Yeah,
but her messaging it was all over the place, like
she was offering kids art parties and corporate team building
workshops and general art classes, and those people, those women
(03:11):
that were in transition, they couldn't see how she could
help them, right. So, frankly, Angel was excited about helping,
but she wasn't confident to talk about her work. Not
because she didn't love what she was doing, but she
wasn't clear. Yes, So together her and I sat down
(03:31):
and we created a simplified three step program for her,
like very clear service offerings that support that mission of
supporting those women that are in transition. And suddenly, once
we had that clear messaging and that really clear path,
Angel felt confident. She was able to share and talk
about what she did, who she served, how they do it,
(03:53):
what the next step was, and all of a sudden,
women started coming to her. They felt seen. Yeah, Angel said,
for the first time she could see what was really
possible for her business. That is the magic of clarity.
It aligns your purpose with your message and helps you become,
(04:13):
I like to say, a magnet for clients you are
specifically meant to serve.
Speaker 1 (04:20):
I think so many people, you know, when you ask
them what is their message, they're all over the board
because they had you know, they could do a little
of this, they little of that.
Speaker 2 (04:30):
And you know, so when you.
Speaker 1 (04:31):
Ask them in less than one sentence, just a few words,
you know, what do you do? Who do you represent?
And they have a hard time doing that.
Speaker 3 (04:43):
You know, it's such a common trap, though we all
want to I was there before this we started recording,
I said, I was there for ten years. I'm a marketer,
I know better, right, No better?
Speaker 2 (04:55):
Yeah, But I was.
Speaker 3 (04:56):
Saying yes to every request and to every client, and
I was making really good money doing it, but the
results were I was feeling stressed and far overstretched in
areas that I had no business doing marketing in. So
when you try to be everything to everyone, you dilute
your magic yes, and you create I think, undo unnecessary
(05:20):
stress for yourself. So we were talking earlier. I said,
it's like I have a metaphor. It's like a beam
of sunlight and you have a magnifying glass and that
sunlight is passing through it, and when that beam is
exactly in the center, it can start a fire because
it's so laser focus, right. But if it's scattered, if
(05:41):
it's even remotely off the center, it can maybe make
you feel warm underneath, but it's not doing any kind
of activity. And that's what happens when the brand message
isn't clear. So clarity can really help simplify in so
many powerful ways to that messaging and that laser focus
for your business.
Speaker 1 (06:00):
And I think I think we're all at some point
in your career, we were all guilty of that because
it's like we tried to do it all and try
to do it all moment, you know, you end up,
like you said, putting more stress on yourself and then
you get lost in who you are and what you
are present because you're all over the board and you yes,
(06:21):
you can make a lot of money you're doing all
these things, but you know a lot of people are
getting confused too because they are seeing you in all
these different areas and they're like, who is this person?
Speaker 2 (06:32):
What do they present? You know, am I part of
their audience or am I not? Because I see them
doing this? But yet they're doing this, and you know, and.
Speaker 1 (06:41):
And then you don't you attract all these different people
and you're not attracting the cluster of the right audience team.
And that's where your business will thrive, is the majority.
And I think people, you know, they they kind of
lose themselves and that's why and clarity is so importan. Now,
what are the actionable steps? What are some of the
(07:03):
steps that we can take to actually start to develop
clarity in our business?
Speaker 3 (07:09):
So I think we just start with like the three
ways that we can get clear, and then we can
talk about some of the steps. So the three things
that I think are really important that every business owner
must understand is defining who you serve. This is your niche. Yes,
and here's the truth. When you're not clear about who
you serve, you try to serve everyone, right, yes, But
(07:31):
when you try to serve everyone, your message doesn't connect
with absolutely anyone. Yes, So the first step is to
ask yourself who is my dream client? Be really specific.
So an example I say all the time is if
you are like a wellness coach or you work in coaching,
don't just say I help people get healthy. Right, Maybe
(07:52):
your focus is on busy moms who are struggling to
regain their energy, or women over forty navigating menopause. Yeah,
the clearer you are with the audience, the easier it
becomes to create messaging that resonates directly with them. Yeah,
as you can imagine my message to new moms versus
the message to forty year olds who are going through
metavas a little bit different, right, a.
Speaker 2 (08:17):
Little bit a little bit right. So it's super important.
Speaker 3 (08:23):
It's really important. People don't think about it that way.
They think that, oh, I just have to say this
thing and reach as many people. But even if even
if there's like only a thousand people, in that one
little niche that's enough to keep you busy. So don't
think that you're limiting yourself. You're actually creating the perfect
pocket for your business to sit in. One of my
favorite clients, her name is Michelle. She runs a bookkeeping business.
(08:46):
And I'm a creative person, so bookkeeping is like it
makes my head hurt. But when she came to me,
she was offering every single service imaginable. She was offerating
tax prep and payroll and bookkeeping and budgeting, you name
it she was doing. She had clients from local coffee
shops to large construction companies, but she didn't feel aligned
(09:06):
or excited about her work. She was doing everything for
everyone right, and she was good at it. It wasn't
that she wasn't good at it. But as we dug
into her business, we found this incredible buried gem on
her about us page. It said not your father's bookkeeper.
It was quirky, it was bold, and it was completely Michelle.
(09:29):
But she wasn't leading with that. So when we brought
that tagline to the forefront, it became the filter for
everything for her clients. And really we learned that like
her clients are like creative offbeat entrepreneurs like tattoo artists
and roller rink owners. Yeah, these were the people who
loved her bold personality and her fresh approach to bookkeeping.
(09:50):
So we took that not your father's bookkeeper. And when
we find that message and really really really focused, and
suddenly everything clicked. She started showing up as the creative
bookkeeper for creative people. And you know the thing that
was awesome was Michelle told me this clarity has helped
her make better decisions and every aspect of her business
and the entire team is on board. Two because her
(10:12):
employees now understand the why with clarity and who and
all that. So you know, her dream clients start to
show up and now she's booked and she's working with
people that she totally digs and she's absolutely loving her
business again, which that to me is like the best
thing ever as the marketer who's involved in that is
(10:34):
I want her to really love what she does so
that the people that she helps to serve can love
what they do. So it's like the best of all
the worlds. So that's the really the first thing is
to find who you serve and who you want to serve.
Those ideal clients that you love. I oftentimes stay that
you can easily create a list of all your favorite clients,
the people who you're excited to talk to you, not
(10:56):
the ones where you see their name on the caller idea,
and you're like, the people who you absolutely love, the
people who trust you, the people who have had the
biggest transformation because the process went so well for you.
Those are the people you want to write down. Then
you want to start talking about all the commonalities that
they have, and that will help you understand who your
(11:19):
niche is. So maybe there's an industry specific, maybe there's
a type of entrepreneur, maybe there's an age range, or
maybe there's the type of business that they have. There's
going to be some commonalities, or maybe it's their pain
point that is the most connective. But you're going to
find some things that are the same with all those favorites.
And that's who you want to serve because first you
(11:41):
know you can do it because you have done it.
You have customers who love you right, But then you
also know like you love them too, So every day
is going to be a driver versus a drainer. If
you're working with people who actually love what you do,
and you love serving them, so it becomes this amazing,
magical like you just keep feeding this magical thing by
(12:03):
doing that. Working with people that you love and doing
what you love so super important. So that comes to
the second part. It clarifies the problem that you serve
that you solve. So once you know who you're serving,
the next step is to understand their pain points. What
are they struggling with, what keeps them up at night,
what are they scared of? Think about their fears, their worries,
(12:24):
the things they might not even say out loud. Yeah, So,
for example, Michelle's creative entrepreneur clients were stressed and overwhelmed
by finances. All they wanted to do is be cool.
You know, they want to do their thing. They didn't
want to I'm the same way. I don't want to
worry about my books, right, I just want to do
my creative thing. And so they didn't want to deal
(12:46):
with the spreadsheets. If you put a spreadsheet in front of
me and I'm going to go cross, I like, I
love the story that it tells at the end, but
I don't want to look at all the numbers. I
want to focus on what I'd love to do, and
so did her clients. So their biggest paint point wasn't numbers,
it was this fear of being stuck in the numbers,
like this chaos that it creates because I don't know
what the story it tells. Like I can put all
(13:07):
the numbers in there and take all the time, but
if I don't understand what the possibilities are for me,
or how I'm growing, or what matters, where should I
be focusing my attention to get the most profit or
whatever the case is exactly, But I'm just stuck in
like this numbers. Can I say hl?
Speaker 2 (13:25):
So more than that?
Speaker 3 (13:28):
So I feel like it becomes almost miserable in the
in that because every time I do that task and
I'm just it's a drainer. So she clearly understood the
problem her audience was facing, and she created messages that
feel it felt like a lifeline or like a life preserver,
right like, let me throw this to you. I can
take care of this and make it all tell a
(13:49):
story so that you know the best next step for
your business. So when your clients should read every marketing
piece that you have your website, your social media, or
hear the message and think that's me. They understand what
I'm going through. I want somebody like that to work with.
I want to hire that person. So when she says
(14:13):
I help creative people focus on their passions, yeah, you know,
it helps me see Oh, I want to do that.
So she's going to take care of that for me.
And then the last thing is that you should always
highlight the transformation that you deliver, whatever that looks like
for you. So clarity allows you to paint this really
(14:33):
vivid picture of the transformation your clients will experience when
they work with you. Right, this is where you tap
into those dreams, those aspirations. You want to ask yourself
things like what does life look like for your clients
after they've worked for you? How do they feel? What
have they gained? So? Have they gained confidence? Have they
gained clarity? Have they gained What is it they've gained
(14:57):
that happened before from the before to the after working
with you? So as you're looking at that list of clients,
what problems did you solve for them? What did they gain?
What was that transformation look like? And like for Michelle,
going back to the Bookkeeper, it's the transformation was freedom
and clarity they finally felt in control of their finances
and they weren't stressed about it right, Like they didn't
(15:19):
have to stress about it. And for Angel the art therapist,
it was about finding healing and confidence through the artistic
process of self expression and abling to handle and they're
able to handle the life transition with more grace right
and not feel stuck, which is amazing. So when you
(15:39):
really focus on the outcome stacy help, you can help
clients envision their success and make it so much easier
for them to say, hello, I want that, I'm raising
my hand. I sign up for that process, right. So
I think the other thing that's that people oftentimes when
I talk about clarity, they think of like, oh, I'm
limiting myself or I'm like putting myself off in a box.
(16:01):
It doesn't limit you. I think it actually liberates you.
It allows you to really really focus on the clients
you're most passionate about serving and helps them see why
you're the best person to help them. It's like a path.
It's like a direct path that you can you can
put them on that that helps them clear away from
(16:24):
their struggles and puts them to the success. Like it
helps like you can go this way and you can
still continue with your struggles and do all the things.
But if you go this way, yeah, I'm here and
I'm the guide. I'm going to help you cross over
to that whatever that looks like for your business. Plus,
we were talking about this earlier. When you network and
when you are out and about, you want to be
known for something right. And it's not just like bookkeeping,
(16:47):
because I mean that there's a lot of bookkeepers out there.
This helps people really understand who you serve and the
outcome you have. They can provide the right referrals for you.
So again you're working with those people that you absolutely love.
You're not just getting random referrals. You're getting the right referrals. Yes,
and everyone knows, oh my gosh, like referrals are the
(17:10):
best marketing you could ever have. Like they're the low
hanging fruit, the cheapest if you do a good job.
Like this is like where the bread and butter is right.
So when they hear somebody who's struggling with your particular
thing that they know that they know is a pain
point for your particular audience, you'll be the first person
they think of and they'll send you those right kind
(17:32):
of referrals, so that will help build your business.
Speaker 1 (17:35):
I think, you know that is what you said is
so powerful. And that is one of the things that
I always hear also from people is that they're afraid
that if they really, you know, start to create clarity.
Speaker 2 (17:48):
They are limited in themselves.
Speaker 1 (17:50):
And then they're afraid that they're not going to be
as successful because now they limited their selves to one
specific you know, niche or one specific area. They're like,
oh my god, what about all those other people that
might want me, you know, and they start to get
like a little iffy about it, and you know.
Speaker 2 (18:10):
But it doesn't work that way.
Speaker 1 (18:12):
Can you explain to them, you know, a little bit
more in depth, why it's so important to have that
that clarity, why it's so important to you know, have
that specific.
Speaker 2 (18:22):
Niche and that you're not limited in yourself.
Speaker 3 (18:24):
No. So I was really scared of this, Like, after
doing this for ten years and being everything to everyone
and really not serving anyone, I was really scared to
do this process to see. I thought that I was
taking money off the table. I thought I was doing
those things. But what started to happen as I got
clearer and clearer is instead of waking up at three
am stressed out about doing that thing that I didn't
(18:46):
know how to do because I said yes, because I
had to figure that out then, right, Like I didn't
have a process or a system for it right or
the right team member even to handle it, because maybe
it was a concept like we don't so for example,
we don't do Google ads, right, we're branding and digital marketing,
but we don't do Google ads. We do websites, we
do messagings and email newsletters and other things that we
(19:07):
don't necessarily do Google ads. So we were trying to
figure it out to be that person for them. We
took classes and hours hours of work to create a
system and a process for this and all to find
out that we don't really even like that part of
the work. Yeah, and so like it took us that
process to realize like this isn't this isn't for us,
like it's if anybody asked for Google adam, Like ugh,
(19:29):
I literally was like oh okay, sure, Like my insides,
I was just like kind of sick to my stomach
about it because I just knew we weren't doing it
great of a job, like we could do it, but
it wasn't. It wasn't the thing that we did the best.
And I love being excellent, so it was really hard
for me to say no. But it was really hard
(19:50):
for me to say yes, even because it wasn't the
thing that we did the best. So now I took
a lot of time to get clear, and I started
to remove the things that I went about before, and
I said, who can do this better than me? And
is excited at the level that I am about branding,
the digital marketing, That can be a great partner. And
(20:11):
so I have developed out my partnerships and collaborations to
fill roles with people who I trust and I know
can handle the work. And it's the thing that makes
them so excited, like the bookkeeper who loves bookkeeping, and
I don't like it, like I need people who love
bookkeeping to do my books right exactly I can do them.
Is it going to be the best? No, I'll do them,
(20:34):
but it's not going to produce the result that having
somebody who lives and breathes and loves bookkeeping will do.
So I know now I went from three am stress
wake up calls or wake ups or whatever, panicking over
having to learn how to do Google ads to waking
up at three am with so many ideas of how
to do what we do way better. H So, now
(20:57):
that I'm laser focused, I can focus on the areas
that I know we do well, and I can improve
my mindset around it, I can improve my skill set
around it, and I can improve my systems around it.
And knowing it's only these few things now makes it
really doable to be excellent in those areas and to
hire the right people to be on the teams for
(21:17):
those things. So now that gives me so much more
freedom in my headspace even to like come up with
the ideas to be creative for my clients, to give
them the attention they deserve because I'm not stressed out
about this other thing that i have to figure out
that's going to take me way longer than with somebody
who does it for a living and loves it. And
(21:38):
I have found and I've been there, so I've you know, like,
this is very real to me, and very recently I've
been there. Now that I'm really clear, my business is
taking off. So it's clarity has allowed me the space
to really do what we do well, but also to
allow other people to know what we do and do
(21:59):
well and to give us the referrals and grow the
business because they know exactly who we serve, the problem
that we solve, and what will happen at the end
of the day when they work with us. So it
is super scary. I really did think, oh my gosh,
like what if we don't do Google ads? What if
we don't do that? But I got creative about how
(22:20):
I'm going to fulfill that, and I don't need to
make money on everything. There's a plenty of business out there,
and there are plenty of really smart people, and actually
collaborating is way more fun because sometimes working on the
stuff by ourselves can get really lonely. And having those
collaboration partners and working each other's network as well has
just grown my business and really fun exciting ways.
Speaker 2 (22:43):
Yeah, oh for sure.
Speaker 1 (22:45):
Now I was in the same boat as you. I
was like for ten years. I was in the same situation.
And I don't even do Google ads because I found
that going and doing it the way you just mentioned
works a lot more efficient and the results when you
combine you know, social networking, and you combine doing the
(23:06):
right type of ads on s work, and then you
are able to make referrals and you're able to connect
with others. You actually grow your business a lot faster,
especially with the referrals you know, and get those referrals
come from that audience, that from and using the clarity
you know, figuring out your why and then figuring out
(23:27):
your clarity and then going after that group. You could
actually grow your business within six months. You could actually
find a business easy.
Speaker 3 (23:35):
I mean even three months, like three months. Yeah, it
will turn around. And not to mention, you'll just be
a better person to work with. Yeah, you won't be
stressed out all the time. You'll be kind. I have
more patience for my family, like all of it.
Speaker 1 (23:50):
Like it.
Speaker 3 (23:50):
I'm better with my clients. Like there's so many ancillary results.
The benefits from this are just it's it's like kind
of mind boggling. When you get really clearer about things.
People are scared to take these three steps, you know,
I tell everybody, even on this podcast, the listeners, you
could pause right now and you could do these three steps,
or you can wait till the episode is over. But
(24:11):
taking the time just to write this down and get
clear and to share it with your team. Yeah, and
maybe looking at your website doing a little bit of
an audit in your social media? Are we clear with
this in the first three seconds when you come to
our website? Do we know who we're serving?
Speaker 2 (24:27):
Yes?
Speaker 3 (24:28):
Do we know what their pain points are and their aspirations?
Are we saying that right? And are we saying the
transformation that can happen right? Are we saying that in
the first three seconds? Do they know when they first
arrive that we are serving them, we can help solve
the problems that they're having, and what the end looks
like for them. Are we saying that because I can
(24:48):
probably bet most people it's not.
Speaker 1 (24:51):
Yes, And it's sad because I've seen so many people,
and I told you this before the show. I've had
so many clients that have such great products and services
and they're doing such amazing things. Yes, but they're not
marketing or they're not they're not market in the right way,
and then they're they're frustrated because they're not getting these results.
(25:13):
And then some of them think because they do one
or two little things that you know, a thousand people
are supposed to.
Speaker 2 (25:19):
Come their way. But it's a process, it's a it's
a process.
Speaker 1 (25:23):
And it's being able to really, like you said, get
your message across, you know, figure out why why you're
doing this, and then figure out the clarity you know,
and figure out you know, make it clear to your
audience who you are and you know what you know
and what you do. You know they know it's for
(25:44):
them or they know it's not for them.
Speaker 3 (25:46):
Immediately in those first three seconds, because people don't have
time anymore to know that. So if our listeners right
now want to do something right now, this is what
I would say. There's three steps that they could easily
do to create some clarity. But then after the clarity,
there's some consistency and persistency talked about, like you have
to be consistent in the messaging and you have to
be really persistent. Doesn't happen overnight. There's no magic marketing
(26:06):
bullets that will make everything perfect and all of a
sudden you'll be this huge business. Yes, I wish I
would be very rich if that was, but it really
is about clarity, consistency, and persistency. So Step one, write
out your favorite clients that right now you can take
out of piece of paper and write them out. Write
(26:26):
out their name, a short description, maybe something like Sarah
the busy mom who got our confidence back, or James
the photographer who found his niche. And then why you
loved working with them? Where they open to your guidance?
Do they challenge you in the best way? But that's
something too. I have some clients who are really great
because we are good partners, because we trust each other
and challenge each other to get to the best ideas.
(26:49):
And then what's the transformation that they experienced. How did
your work change their life or their business? Did they
gain clarity, confidence, or achieve some major goal? And then
step two identify those pain points and those aspirations. This
is where you have to dig deeper and ask yourself
questions like what are their struggles, what are they afraid of?
What keeps them up at night? So, for example, like
(27:12):
Michelle going back to the bookkeeper, her creative clients were
worried about staying organized and financially stable so they could
still run their businesses. And Angel's clients felt lost and
they were stuck in these transitions that made them feel miserable.
These are the things that every night when they went
to bed, they were worried about can I pay my
bills tomorrow? I can I can I get up tomorrow
and do this thing that I have to do? Like
(27:33):
that's the worst thing. How am I going to talk
to the children? How am I? They're stuck in these
transitions that are really difficult for people to navigate. And
then look at what do they want out of it all?
What are those aspirations? What are they dreaming of achieving?
Are they want to get open a second location, a
second roller rank, or a second tattoo parlor? And what
does the after picture look like? Like? They feel confident,
(27:54):
They feel like they've made the best choices possible. They
know they did the right thing, like things things that
really matter for those women in transition. Right, So for Michelle,
it's freedom, time to focus on their work without stress
and over finances. It's really simple, but that is what
they're stressing out about.
Speaker 1 (28:11):
Right.
Speaker 3 (28:12):
And then Angels clients, they wanted clarity, but they also
want a healing and a chance to embrace the next
chapter of their lives. Yes, with true confidence, knowing that
they're making the best decisions. So those are the things
that's the transformation. But then the last stepp is so
once you have who your serf, the what their fears
and aspirations are is use this to shape your messaging.
(28:35):
Don't just write this down and then don't do anything
with it. Please do something with it. Take everything and
create one powerful sentence. So use this framework. This is
the best thing if you guys, if you can all
do this today, it will be so powerful for you.
Use the words I help, and then between their who
you serve? So I help bold, purpose driven entrepreneurs. That's me,
(28:59):
bold purpose driven entrepreneurs do and then what you do?
I help them awaken their brand magic something that I
do right so they can then the transformation so they
can find their unique opportunities and magnify their impact is mine.
(29:20):
So the people I work with want to impact the
world in some way with kindness or wellness or those
kinds of things. So we want to magnify their impact
so they can help the most people right possible, because
we want more kindness and wellness in the world. That's
what we want to give. So that's my example for Angel,
It's I help women in translation and transition find clarity
(29:43):
and healing through creative self expression to have the confidence
to enter the next chapter of their lives. I love it, Michelle,
is I help bold creative entrepreneurs take control of their
finances so they can focus on their passion.
Speaker 2 (30:01):
I love it.
Speaker 3 (30:02):
So when you clearly articulate who you serve, the problem
that you solve, and the transformation that you deliver, your
audience will instantly see themselves in your messaging.
Speaker 2 (30:15):
I love it.
Speaker 1 (30:16):
That's so true. That's so true. And then they find
their purpose. Yeah, that's so important.
Speaker 3 (30:22):
And that's like the biggest driver ever. Right Like when
you I mean, I'm almost fifty years old and you
know the question of what are you gonna be when
you grow up? And I think that was just like
I'm going to be a marketer, right, Like that's just
kind of what I said. But now I help bold,
purpose driven, heart centered, you know, solopreneurs awaken their brand magic. Yeah,
(30:45):
and I magnify their impact. Yes, Like that's such a
big driver for me, and that's exactly why I do
what I do. But I had to find the wording.
It really resonated with me that I also think resonates
with my particular clientele every day. It's like it's like
a no brainer, like this is and does this do
this is that? Does this speak to the bold, heart centered,
(31:08):
purpose driven yes or no nope. Does it help get
us closer to this Nope, nope. It's really clear now
what how our messaging, how our marketing should function, and
if we do a thing for the business. So it
becomes the filter for all of our decision making when
we are really clear on this particular statement.
Speaker 2 (31:29):
Oh and my.
Speaker 3 (31:30):
Team knows too. My team knows exactly who we serve.
There's no question, like everybody knows. So if we know,
then our clients will know. If we don't know, and
our clients will be confused, we have to be clear
so they are clear. So the clearer you can ge,
the b It's really the foundation for every brand. It's
(31:53):
what takes you from feeling what am I going to
do today? You know that really feeling of being scattered
and unsure, Yeah, to confident and connected to your business
in a very different way, right and almost like in
control of the next step. As business owners, we have
(32:14):
a lot of things we have to get figure out
and any place that we can capture some control in
the process is really awesome. So this gives you a
little bit of a different element of control in the process.
Speaker 2 (32:27):
I love it.
Speaker 1 (32:28):
Now, if you had to take today's conversation and you
wanted to emphasize on some important factors. What are some
of the things you'd like to emphasize on.
Speaker 3 (32:36):
Well, just really taking that time to write that list,
that dream list of clients and the things that you've
done for them and the things that make you happy,
that bring you the most joy. I think so many,
I know so many entrepreneurs started a business to help people,
whatever that looks like. They wanted to serve and do
something for people. And this allows you to be super
(32:59):
in intentional, yes, with what your business looks like and
how you help people. Right, and guess what, it's our business.
We get to decide how we run our businesses and
who we serve and how we do that. But you
have to decide you have to be the one to
do the work so that you can create the business
(33:20):
that you've always dreamed of. And this this exercise, well
it seems it's three questions and you just have to
take a little bit of time. It may even evolve
a little bit. I've been tweaking mine just a little
bit as well. Like I don't know if it ever
fully stops, but this exercise will wrangle some of that
in in a way that it will just it kind
(33:40):
of will change everything. Yeah, it'll just kind of change
everything for you. And I love that for the people
who do the exercise, because this being a business owner
is not for the faint of heart.
Speaker 4 (33:56):
Yeah, So if we can give them some tools and
ways to create some more excitement and passion and keep
that spark alive, that why alive? Yeah, and then we've
done a good job today, Stacey.
Speaker 3 (34:09):
So that's really the reason. That's really the big stuff.
Take the time, you're worth it, and you get to
decide this is this is a choice that you get
to make for your business.
Speaker 2 (34:21):
So, yes, a very exciting one.
Speaker 1 (34:23):
Now, if we had to take like can you explain
to everybody some of the services that you provide, so
you know, you could take a moment to just go
over that and where they could actually find you.
Speaker 2 (34:34):
The best place is to find you.
Speaker 3 (34:36):
So we have three ways that you can work with us.
The first way is a deep dive, ninety minute conversation
that really is there to uncover. You know, sometimes when
you're in the business, you can't see the business. So
we uncover your unique opportunities to grow your business in
a way that's really in alignment with your vision and
(34:57):
where you've been and where you want to go, and
we help you you simplify your messaging. And then we
also create a blueprint so like the best next steps
for the brand to feel really powerful and aligned with
the vision and where you want to go. So that's
the first way you work with us. That's called a
brand spark. I love the idea of creating a little
bit of magic together, that spark of inspiration that really
(35:19):
does show you what is possible, what is possible for
your brand. And then the second step is the brand ignite.
So now we've created the spark, let's you know, do
it in a really intensive way and light it into
a way that's really exciting for you. So we will
get all the things that you need to establish this
new messaging and this new brand for yourself in alignment.
(35:42):
So we will you can create logos, we can develop messaging,
we can do your content pillars, we can build your website,
all the foundational pieces to ignite your brand so that
you feel super confident with this new messaging and everything
that you're doing to go out and just conquer yep.
And then the last one is Blaze Brand Blaze do
(36:03):
you see a theme here.
Speaker 2 (36:04):
Yeah.
Speaker 3 (36:08):
Once you build it, you can't not continue. This is
a consistency and persistency part. You have to keep feeding it.
And so this is like your daily your weekly or
monthly marketing activity is like social media posts, email marketing
things like that. We do that with the brand Blaze service.
So those are the three main ways you can work
for us, and this clarity piece that we're talking about today.
(36:30):
If you're really ready to focus and you want a
little bit of help, then I'd love to invite you
to book a brand Spark session with me so that
you can get to that place where you feel really
excited about your business and have that super clear focus
so that you can light that fire. Like that sunbeam
on the magnifying glass, you can light the fire for
your business as well.
Speaker 2 (36:50):
I love it.
Speaker 1 (36:50):
And where can they find you if they want to
book a session with you?
Speaker 3 (36:55):
So I am on all the socials as Beverly Cornell.
I am married, so my last name is McGlen, so
you might see that as well. But BC and Bcassociates
Marketing dot Com is our website and that's all of
our socials as well, so you can find us all over.
Speaker 2 (37:12):
I love it.
Speaker 1 (37:12):
I love it. Well, this has been an amazing podcast today.
I love the information you shared with us today, and
this is I hope people were taking notes, and if
they didn't, let them go back and listen to it again,
because you gave some powerful notes and I know they
work because I do them myself and it helped me grow.
Some of these things helped me, like five six, seven
(37:34):
X my business and it's really powerful. So I think
people really need to listen to these these suggestions that
you made and some of these tips and strategies you
were talking about, because they work and I am a
testimonial to that. So I really enjoyed that you came
on the show today. I'm very excited about our next podcast,
and thank you so much for showing up today and
(37:56):
sharing this information.
Speaker 2 (37:58):
You are amazing.
Speaker 3 (37:59):
Thank you, Stacey. I really appreciate the opportunity. And our
next episode is going to be all about the power
of storytelling, so I'm super excited to dive into that
with you as well. So again, thank you. It's been
so fun.
Speaker 1 (38:11):
I love the stuff me too. I'm right with your baby. Well,
you have a great day, Beverly, and I'll see you soon.
Speaker 3 (38:21):
Okay, sounds good. Thank you so much.
Speaker 2 (38:23):
Oh, you're welcome.
Speaker 3 (38:24):
Bye bye bye
Hello everybody, and welcome to The Advisor with Stacy to
len Me and today I'm very excited because we have
a very special guest today. She actually has a podcast
on our network and she is part of our podcast community,
and she is the founder of BC and Associates Marketing,
and she's here today to talk about clarity and what
that means in the marketing world and how that could
(00:25):
affect so many people who are entrepreneurs and have businesses.
So I'm really excited for it to come on the
show and tell us a little about clarity before our
On our episode before we talked about the Why. So
today we're going to talk about clarity. And if you
haven't heard about the Why, I suggest you go back
to her last episode and listen to it because it's
(00:46):
a great episode.
Speaker 2 (00:47):
And it'll teach you a lot of things.
Speaker 1 (00:49):
So Beverly, I'm so glad you're on the show today
explain to people what clarity means when it comes to marketing.
Speaker 3 (00:57):
Thank you so much, Stacy. I am so excited to
be back into conte you this conversation. I'm a total
nerd when it comes to all of this stuff, and
you give me twenty minutes and hopefully I can stay
succinct to Naco too far. Yeah, you're right. Last time
we talked about why and how it fuels everything in
your business. It's about you, you know, the purpose of everything.
(01:18):
But today, like you said, we're going to talk about
the purpose, bringing that purpose to life through clarity and
getting really laser focused on who you are, who you serve,
and how to create messaging that really resonates with the
dream clients, not just any client, but your dream clients.
Speaker 2 (01:36):
Right.
Speaker 3 (01:37):
So, your why is the spark that fuels your passion.
It's what keeps you going. But clarity is the fuel
that keeps the spark alive. Yes, Without clarity, your why
can feel like it's stuck. I'm come from Detroit, so
it's stuck in neutral. It's not driving anywhere, it's not
going backwards, but you're just kind of sitting there spinning
your wheels. Right, you can't get anywhere. So here's how
(02:00):
they connect. Clarity is what bridges your passion with your audience.
It helps you show up in a way that feels
super authentic to who you are. It's like the word
of I feel like authenticity is like the word of
twenty twenty four, while making it super easy for your
ideal clients, the perfect people that you want, you want
to buy from you to see how you can help them.
Speaker 2 (02:22):
Right.
Speaker 3 (02:24):
So I have a story. Can I share a story?
Speaker 1 (02:26):
I sure?
Speaker 3 (02:27):
I love it? Okay? So I have a client. Her
name is Angel. She's an art therapist who helps women
who are going through like the major life changes like divorce,
empty nesting, big career changes, maybe from even corporate life
to their own business. She helps them find clarity and
healing through creative self expression. So through art. Her why
(02:48):
was deeply rooted in an empowering women to have confidence, right,
so that they could do these life changes and be
empowered and not necessarily feel lost in that problem us. Yeah,
but her messaging it was all over the place, like
she was offering kids art parties and corporate team building
workshops and general art classes, and those people, those women
(03:11):
that were in transition, they couldn't see how she could
help them, right. So, frankly, Angel was excited about helping,
but she wasn't confident to talk about her work. Not
because she didn't love what she was doing, but she
wasn't clear. Yes, So together her and I sat down
(03:31):
and we created a simplified three step program for her,
like very clear service offerings that support that mission of
supporting those women that are in transition. And suddenly, once
we had that clear messaging and that really clear path,
Angel felt confident. She was able to share and talk
about what she did, who she served, how they do it,
(03:53):
what the next step was, and all of a sudden,
women started coming to her. They felt seen. Yeah, Angel said,
for the first time she could see what was really
possible for her business. That is the magic of clarity.
It aligns your purpose with your message and helps you become,
(04:13):
I like to say, a magnet for clients you are
specifically meant to serve.
Speaker 1 (04:20):
I think so many people, you know, when you ask
them what is their message, they're all over the board
because they had you know, they could do a little
of this, they little of that.
Speaker 2 (04:30):
And you know, so when you.
Speaker 1 (04:31):
Ask them in less than one sentence, just a few words,
you know, what do you do? Who do you represent?
And they have a hard time doing that.
Speaker 3 (04:43):
You know, it's such a common trap, though we all
want to I was there before this we started recording,
I said, I was there for ten years. I'm a marketer,
I know better, right, No better?
Speaker 2 (04:55):
Yeah, But I was.
Speaker 3 (04:56):
Saying yes to every request and to every client, and
I was making really good money doing it, but the
results were I was feeling stressed and far overstretched in
areas that I had no business doing marketing in. So
when you try to be everything to everyone, you dilute
your magic yes, and you create I think, undo unnecessary
(05:20):
stress for yourself. So we were talking earlier. I said,
it's like I have a metaphor. It's like a beam
of sunlight and you have a magnifying glass and that
sunlight is passing through it, and when that beam is
exactly in the center, it can start a fire because
it's so laser focus, right. But if it's scattered, if
(05:41):
it's even remotely off the center, it can maybe make
you feel warm underneath, but it's not doing any kind
of activity. And that's what happens when the brand message
isn't clear. So clarity can really help simplify in so
many powerful ways to that messaging and that laser focus
for your business.
Speaker 1 (06:00):
And I think I think we're all at some point
in your career, we were all guilty of that because
it's like we tried to do it all and try
to do it all moment, you know, you end up,
like you said, putting more stress on yourself and then
you get lost in who you are and what you
are present because you're all over the board and you yes,
(06:21):
you can make a lot of money you're doing all
these things, but you know a lot of people are
getting confused too because they are seeing you in all
these different areas and they're like, who is this person?
Speaker 2 (06:32):
What do they present? You know, am I part of
their audience or am I not? Because I see them
doing this? But yet they're doing this, and you know, and.
Speaker 1 (06:41):
And then you don't you attract all these different people
and you're not attracting the cluster of the right audience team.
And that's where your business will thrive, is the majority.
And I think people, you know, they they kind of
lose themselves and that's why and clarity is so importan. Now,
what are the actionable steps? What are some of the
(07:03):
steps that we can take to actually start to develop
clarity in our business?
Speaker 3 (07:09):
So I think we just start with like the three
ways that we can get clear, and then we can
talk about some of the steps. So the three things
that I think are really important that every business owner
must understand is defining who you serve. This is your niche. Yes,
and here's the truth. When you're not clear about who
you serve, you try to serve everyone, right, yes, But
(07:31):
when you try to serve everyone, your message doesn't connect
with absolutely anyone. Yes, So the first step is to
ask yourself who is my dream client? Be really specific.
So an example I say all the time is if
you are like a wellness coach or you work in coaching,
don't just say I help people get healthy. Right, Maybe
(07:52):
your focus is on busy moms who are struggling to
regain their energy, or women over forty navigating menopause. Yeah,
the clearer you are with the audience, the easier it
becomes to create messaging that resonates directly with them. Yeah,
as you can imagine my message to new moms versus
the message to forty year olds who are going through
metavas a little bit different, right, a.
Speaker 2 (08:17):
Little bit a little bit right. So it's super important.
Speaker 3 (08:23):
It's really important. People don't think about it that way.
They think that, oh, I just have to say this
thing and reach as many people. But even if even
if there's like only a thousand people, in that one
little niche that's enough to keep you busy. So don't
think that you're limiting yourself. You're actually creating the perfect
pocket for your business to sit in. One of my
favorite clients, her name is Michelle. She runs a bookkeeping business.
(08:46):
And I'm a creative person, so bookkeeping is like it
makes my head hurt. But when she came to me,
she was offering every single service imaginable. She was offerating
tax prep and payroll and bookkeeping and budgeting, you name
it she was doing. She had clients from local coffee
shops to large construction companies, but she didn't feel aligned
(09:06):
or excited about her work. She was doing everything for
everyone right, and she was good at it. It wasn't
that she wasn't good at it. But as we dug
into her business, we found this incredible buried gem on
her about us page. It said not your father's bookkeeper.
It was quirky, it was bold, and it was completely Michelle.
(09:29):
But she wasn't leading with that. So when we brought
that tagline to the forefront, it became the filter for
everything for her clients. And really we learned that like
her clients are like creative offbeat entrepreneurs like tattoo artists
and roller rink owners. Yeah, these were the people who
loved her bold personality and her fresh approach to bookkeeping.
(09:50):
So we took that not your father's bookkeeper. And when
we find that message and really really really focused, and
suddenly everything clicked. She started showing up as the creative
bookkeeper for creative people. And you know the thing that
was awesome was Michelle told me this clarity has helped
her make better decisions and every aspect of her business
and the entire team is on board. Two because her
(10:12):
employees now understand the why with clarity and who and
all that. So you know, her dream clients start to
show up and now she's booked and she's working with
people that she totally digs and she's absolutely loving her
business again, which that to me is like the best
thing ever as the marketer who's involved in that is
(10:34):
I want her to really love what she does so
that the people that she helps to serve can love
what they do. So it's like the best of all
the worlds. So that's the really the first thing is
to find who you serve and who you want to serve.
Those ideal clients that you love. I oftentimes stay that
you can easily create a list of all your favorite clients,
the people who you're excited to talk to you, not
(10:56):
the ones where you see their name on the caller idea,
and you're like, the people who you absolutely love, the
people who trust you, the people who have had the
biggest transformation because the process went so well for you.
Those are the people you want to write down. Then
you want to start talking about all the commonalities that
they have, and that will help you understand who your
(11:19):
niche is. So maybe there's an industry specific, maybe there's
a type of entrepreneur, maybe there's an age range, or
maybe there's the type of business that they have. There's
going to be some commonalities, or maybe it's their pain
point that is the most connective. But you're going to
find some things that are the same with all those favorites.
And that's who you want to serve because first you
(11:41):
know you can do it because you have done it.
You have customers who love you right, But then you
also know like you love them too, So every day
is going to be a driver versus a drainer. If
you're working with people who actually love what you do,
and you love serving them, so it becomes this amazing,
magical like you just keep feeding this magical thing by
(12:03):
doing that. Working with people that you love and doing
what you love so super important. So that comes to
the second part. It clarifies the problem that you serve
that you solve. So once you know who you're serving,
the next step is to understand their pain points. What
are they struggling with, what keeps them up at night,
what are they scared of? Think about their fears, their worries,
(12:24):
the things they might not even say out loud. Yeah, So,
for example, Michelle's creative entrepreneur clients were stressed and overwhelmed
by finances. All they wanted to do is be cool.
You know, they want to do their thing. They didn't
want to I'm the same way. I don't want to
worry about my books, right, I just want to do
my creative thing. And so they didn't want to deal
(12:46):
with the spreadsheets. If you put a spreadsheet in front of
me and I'm going to go cross, I like, I
love the story that it tells at the end, but
I don't want to look at all the numbers. I
want to focus on what I'd love to do, and
so did her clients. So their biggest paint point wasn't numbers,
it was this fear of being stuck in the numbers,
like this chaos that it creates because I don't know
what the story it tells. Like I can put all
(13:07):
the numbers in there and take all the time, but
if I don't understand what the possibilities are for me,
or how I'm growing, or what matters, where should I
be focusing my attention to get the most profit or
whatever the case is exactly, But I'm just stuck in
like this numbers. Can I say hl?
Speaker 2 (13:25):
So more than that?
Speaker 3 (13:28):
So I feel like it becomes almost miserable in the
in that because every time I do that task and
I'm just it's a drainer. So she clearly understood the
problem her audience was facing, and she created messages that
feel it felt like a lifeline or like a life preserver,
right like, let me throw this to you. I can
take care of this and make it all tell a
(13:49):
story so that you know the best next step for
your business. So when your clients should read every marketing
piece that you have your website, your social media, or
hear the message and think that's me. They understand what
I'm going through. I want somebody like that to work with.
I want to hire that person. So when she says
(14:13):
I help creative people focus on their passions, yeah, you know,
it helps me see Oh, I want to do that.
So she's going to take care of that for me.
And then the last thing is that you should always
highlight the transformation that you deliver, whatever that looks like
for you. So clarity allows you to paint this really
(14:33):
vivid picture of the transformation your clients will experience when
they work with you. Right, this is where you tap
into those dreams, those aspirations. You want to ask yourself
things like what does life look like for your clients
after they've worked for you? How do they feel? What
have they gained? So? Have they gained confidence? Have they
gained clarity? Have they gained What is it they've gained
(14:57):
that happened before from the before to the after working
with you? So as you're looking at that list of clients,
what problems did you solve for them? What did they gain?
What was that transformation look like? And like for Michelle,
going back to the Bookkeeper, it's the transformation was freedom
and clarity they finally felt in control of their finances
and they weren't stressed about it right, Like they didn't
(15:19):
have to stress about it. And for Angel the art therapist,
it was about finding healing and confidence through the artistic
process of self expression and abling to handle and they're
able to handle the life transition with more grace right
and not feel stuck, which is amazing. So when you
(15:39):
really focus on the outcome stacy help, you can help
clients envision their success and make it so much easier
for them to say, hello, I want that, I'm raising
my hand. I sign up for that process, right. So
I think the other thing that's that people oftentimes when
I talk about clarity, they think of like, oh, I'm
limiting myself or I'm like putting myself off in a box.
(16:01):
It doesn't limit you. I think it actually liberates you.
It allows you to really really focus on the clients
you're most passionate about serving and helps them see why
you're the best person to help them. It's like a path.
It's like a direct path that you can you can
put them on that that helps them clear away from
(16:24):
their struggles and puts them to the success. Like it
helps like you can go this way and you can
still continue with your struggles and do all the things.
But if you go this way, yeah, I'm here and
I'm the guide. I'm going to help you cross over
to that whatever that looks like for your business. Plus,
we were talking about this earlier. When you network and
when you are out and about, you want to be
known for something right. And it's not just like bookkeeping,
(16:47):
because I mean that there's a lot of bookkeepers out there.
This helps people really understand who you serve and the
outcome you have. They can provide the right referrals for you.
So again you're working with those people that you absolutely love.
You're not just getting random referrals. You're getting the right referrals. Yes,
and everyone knows, oh my gosh, like referrals are the
(17:10):
best marketing you could ever have. Like they're the low
hanging fruit, the cheapest if you do a good job.
Like this is like where the bread and butter is right.
So when they hear somebody who's struggling with your particular
thing that they know that they know is a pain
point for your particular audience, you'll be the first person
they think of and they'll send you those right kind
(17:32):
of referrals, so that will help build your business.
Speaker 1 (17:35):
I think, you know that is what you said is
so powerful. And that is one of the things that
I always hear also from people is that they're afraid
that if they really, you know, start to create clarity.
Speaker 2 (17:48):
They are limited in themselves.
Speaker 1 (17:50):
And then they're afraid that they're not going to be
as successful because now they limited their selves to one
specific you know, niche or one specific area. They're like,
oh my god, what about all those other people that
might want me, you know, and they start to get
like a little iffy about it, and you know.
Speaker 2 (18:10):
But it doesn't work that way.
Speaker 1 (18:12):
Can you explain to them, you know, a little bit
more in depth, why it's so important to have that
that clarity, why it's so important to you know, have
that specific.
Speaker 2 (18:22):
Niche and that you're not limited in yourself.
Speaker 3 (18:24):
No. So I was really scared of this, Like, after
doing this for ten years and being everything to everyone
and really not serving anyone, I was really scared to
do this process to see. I thought that I was
taking money off the table. I thought I was doing
those things. But what started to happen as I got
clearer and clearer is instead of waking up at three
am stressed out about doing that thing that I didn't
(18:46):
know how to do because I said yes, because I
had to figure that out then, right, Like I didn't
have a process or a system for it right or
the right team member even to handle it, because maybe
it was a concept like we don't so for example,
we don't do Google ads, right, we're branding and digital marketing,
but we don't do Google ads. We do websites, we
do messagings and email newsletters and other things that we
(19:07):
don't necessarily do Google ads. So we were trying to
figure it out to be that person for them. We
took classes and hours hours of work to create a
system and a process for this and all to find
out that we don't really even like that part of
the work. Yeah, and so like it took us that
process to realize like this isn't this isn't for us,
like it's if anybody asked for Google adam, Like ugh,
(19:29):
I literally was like oh okay, sure, Like my insides,
I was just like kind of sick to my stomach
about it because I just knew we weren't doing it
great of a job, like we could do it, but
it wasn't. It wasn't the thing that we did the best.
And I love being excellent, so it was really hard
for me to say no. But it was really hard
(19:50):
for me to say yes, even because it wasn't the
thing that we did the best. So now I took
a lot of time to get clear, and I started
to remove the things that I went about before, and
I said, who can do this better than me? And
is excited at the level that I am about branding,
the digital marketing, That can be a great partner. And
(20:11):
so I have developed out my partnerships and collaborations to
fill roles with people who I trust and I know
can handle the work. And it's the thing that makes
them so excited, like the bookkeeper who loves bookkeeping, and
I don't like it, like I need people who love
bookkeeping to do my books right exactly I can do them.
Is it going to be the best? No, I'll do them,
(20:34):
but it's not going to produce the result that having
somebody who lives and breathes and loves bookkeeping will do.
So I know now I went from three am stress
wake up calls or wake ups or whatever, panicking over
having to learn how to do Google ads to waking
up at three am with so many ideas of how
to do what we do way better. H So, now
(20:57):
that I'm laser focused, I can focus on the areas
that I know we do well, and I can improve
my mindset around it, I can improve my skill set
around it, and I can improve my systems around it.
And knowing it's only these few things now makes it
really doable to be excellent in those areas and to
hire the right people to be on the teams for
(21:17):
those things. So now that gives me so much more
freedom in my headspace even to like come up with
the ideas to be creative for my clients, to give
them the attention they deserve because I'm not stressed out
about this other thing that i have to figure out
that's going to take me way longer than with somebody
who does it for a living and loves it. And
(21:38):
I have found and I've been there, so I've you know, like,
this is very real to me, and very recently I've
been there. Now that I'm really clear, my business is
taking off. So it's clarity has allowed me the space
to really do what we do well, but also to
allow other people to know what we do and do
(21:59):
well and to give us the referrals and grow the
business because they know exactly who we serve, the problem
that we solve, and what will happen at the end
of the day when they work with us. So it
is super scary. I really did think, oh my gosh,
like what if we don't do Google ads? What if
we don't do that? But I got creative about how
(22:20):
I'm going to fulfill that, and I don't need to
make money on everything. There's a plenty of business out there,
and there are plenty of really smart people, and actually
collaborating is way more fun because sometimes working on the
stuff by ourselves can get really lonely. And having those
collaboration partners and working each other's network as well has
just grown my business and really fun exciting ways.
Speaker 2 (22:43):
Yeah, oh for sure.
Speaker 1 (22:45):
Now I was in the same boat as you. I
was like for ten years. I was in the same situation.
And I don't even do Google ads because I found
that going and doing it the way you just mentioned
works a lot more efficient and the results when you
combine you know, social networking, and you combine doing the
(23:06):
right type of ads on s work, and then you
are able to make referrals and you're able to connect
with others. You actually grow your business a lot faster,
especially with the referrals you know, and get those referrals
come from that audience, that from and using the clarity
you know, figuring out your why and then figuring out
(23:27):
your clarity and then going after that group. You could
actually grow your business within six months. You could actually
find a business easy.
Speaker 3 (23:35):
I mean even three months, like three months. Yeah, it
will turn around. And not to mention, you'll just be
a better person to work with. Yeah, you won't be
stressed out all the time. You'll be kind. I have
more patience for my family, like all of it.
Speaker 1 (23:50):
Like it.
Speaker 3 (23:50):
I'm better with my clients. Like there's so many ancillary results.
The benefits from this are just it's it's like kind
of mind boggling. When you get really clearer about things.
People are scared to take these three steps, you know,
I tell everybody, even on this podcast, the listeners, you
could pause right now and you could do these three steps,
or you can wait till the episode is over. But
(24:11):
taking the time just to write this down and get
clear and to share it with your team. Yeah, and
maybe looking at your website doing a little bit of
an audit in your social media? Are we clear with
this in the first three seconds when you come to
our website? Do we know who we're serving?
Speaker 2 (24:27):
Yes?
Speaker 3 (24:28):
Do we know what their pain points are and their aspirations?
Are we saying that right? And are we saying the
transformation that can happen right? Are we saying that in
the first three seconds? Do they know when they first
arrive that we are serving them, we can help solve
the problems that they're having, and what the end looks
like for them. Are we saying that because I can
(24:48):
probably bet most people it's not.
Speaker 1 (24:51):
Yes, And it's sad because I've seen so many people,
and I told you this before the show. I've had
so many clients that have such great products and services
and they're doing such amazing things. Yes, but they're not
marketing or they're not they're not market in the right way,
and then they're they're frustrated because they're not getting these results.
(25:13):
And then some of them think because they do one
or two little things that you know, a thousand people
are supposed to.
Speaker 2 (25:19):
Come their way. But it's a process, it's a it's
a process.
Speaker 1 (25:23):
And it's being able to really, like you said, get
your message across, you know, figure out why why you're
doing this, and then figure out the clarity you know,
and figure out you know, make it clear to your
audience who you are and you know what you know
and what you do. You know they know it's for
(25:44):
them or they know it's not for them.
Speaker 3 (25:46):
Immediately in those first three seconds, because people don't have
time anymore to know that. So if our listeners right
now want to do something right now, this is what
I would say. There's three steps that they could easily
do to create some clarity. But then after the clarity,
there's some consistency and persistency talked about, like you have
to be consistent in the messaging and you have to
be really persistent. Doesn't happen overnight. There's no magic marketing
(26:06):
bullets that will make everything perfect and all of a
sudden you'll be this huge business. Yes, I wish I
would be very rich if that was, but it really
is about clarity, consistency, and persistency. So Step one, write
out your favorite clients that right now you can take
out of piece of paper and write them out. Write
(26:26):
out their name, a short description, maybe something like Sarah
the busy mom who got our confidence back, or James
the photographer who found his niche. And then why you
loved working with them? Where they open to your guidance?
Do they challenge you in the best way? But that's
something too. I have some clients who are really great
because we are good partners, because we trust each other
and challenge each other to get to the best ideas.
(26:49):
And then what's the transformation that they experienced. How did
your work change their life or their business? Did they
gain clarity, confidence, or achieve some major goal? And then
step two identify those pain points and those aspirations. This
is where you have to dig deeper and ask yourself
questions like what are their struggles, what are they afraid of?
What keeps them up at night? So, for example, like
(27:12):
Michelle going back to the bookkeeper, her creative clients were
worried about staying organized and financially stable so they could
still run their businesses. And Angel's clients felt lost and
they were stuck in these transitions that made them feel miserable.
These are the things that every night when they went
to bed, they were worried about can I pay my
bills tomorrow? I can I can I get up tomorrow
and do this thing that I have to do? Like
(27:33):
that's the worst thing. How am I going to talk
to the children? How am I? They're stuck in these
transitions that are really difficult for people to navigate. And
then look at what do they want out of it all?
What are those aspirations? What are they dreaming of achieving?
Are they want to get open a second location, a
second roller rank, or a second tattoo parlor? And what
does the after picture look like? Like? They feel confident,
(27:54):
They feel like they've made the best choices possible. They
know they did the right thing, like things things that
really matter for those women in transition. Right, So for Michelle,
it's freedom, time to focus on their work without stress
and over finances. It's really simple, but that is what
they're stressing out about.
Speaker 1 (28:11):
Right.
Speaker 3 (28:12):
And then Angels clients, they wanted clarity, but they also
want a healing and a chance to embrace the next
chapter of their lives. Yes, with true confidence, knowing that
they're making the best decisions. So those are the things
that's the transformation. But then the last stepp is so
once you have who your serf, the what their fears
and aspirations are is use this to shape your messaging.
(28:35):
Don't just write this down and then don't do anything
with it. Please do something with it. Take everything and
create one powerful sentence. So use this framework. This is
the best thing if you guys, if you can all
do this today, it will be so powerful for you.
Use the words I help, and then between their who
you serve? So I help bold, purpose driven entrepreneurs. That's me,
(28:59):
bold purpose driven entrepreneurs do and then what you do?
I help them awaken their brand magic something that I
do right so they can then the transformation so they
can find their unique opportunities and magnify their impact is mine.
(29:20):
So the people I work with want to impact the
world in some way with kindness or wellness or those
kinds of things. So we want to magnify their impact
so they can help the most people right possible, because
we want more kindness and wellness in the world. That's
what we want to give. So that's my example for Angel,
It's I help women in translation and transition find clarity
(29:43):
and healing through creative self expression to have the confidence
to enter the next chapter of their lives. I love it, Michelle,
is I help bold creative entrepreneurs take control of their
finances so they can focus on their passion.
Speaker 2 (30:01):
I love it.
Speaker 3 (30:02):
So when you clearly articulate who you serve, the problem
that you solve, and the transformation that you deliver, your
audience will instantly see themselves in your messaging.
Speaker 2 (30:15):
I love it.
Speaker 1 (30:16):
That's so true. That's so true. And then they find
their purpose. Yeah, that's so important.
Speaker 3 (30:22):
And that's like the biggest driver ever. Right Like when
you I mean, I'm almost fifty years old and you
know the question of what are you gonna be when
you grow up? And I think that was just like
I'm going to be a marketer, right, Like that's just
kind of what I said. But now I help bold,
purpose driven, heart centered, you know, solopreneurs awaken their brand magic. Yeah,
(30:45):
and I magnify their impact. Yes, Like that's such a
big driver for me, and that's exactly why I do
what I do. But I had to find the wording.
It really resonated with me that I also think resonates
with my particular clientele every day. It's like it's like
a no brainer, like this is and does this do
this is that? Does this speak to the bold, heart centered,
(31:08):
purpose driven yes or no nope. Does it help get
us closer to this Nope, nope. It's really clear now
what how our messaging, how our marketing should function, and
if we do a thing for the business. So it
becomes the filter for all of our decision making when
we are really clear on this particular statement.
Speaker 2 (31:29):
Oh and my.
Speaker 3 (31:30):
Team knows too. My team knows exactly who we serve.
There's no question, like everybody knows. So if we know,
then our clients will know. If we don't know, and
our clients will be confused, we have to be clear
so they are clear. So the clearer you can ge,
the b It's really the foundation for every brand. It's
(31:53):
what takes you from feeling what am I going to
do today? You know that really feeling of being scattered
and unsure, Yeah, to confident and connected to your business
in a very different way, right and almost like in
control of the next step. As business owners, we have
(32:14):
a lot of things we have to get figure out
and any place that we can capture some control in
the process is really awesome. So this gives you a
little bit of a different element of control in the process.
Speaker 2 (32:27):
I love it.
Speaker 1 (32:28):
Now, if you had to take today's conversation and you
wanted to emphasize on some important factors. What are some
of the things you'd like to emphasize on.
Speaker 3 (32:36):
Well, just really taking that time to write that list,
that dream list of clients and the things that you've
done for them and the things that make you happy,
that bring you the most joy. I think so many,
I know so many entrepreneurs started a business to help people,
whatever that looks like. They wanted to serve and do
something for people. And this allows you to be super
(32:59):
in intentional, yes, with what your business looks like and
how you help people. Right, and guess what, it's our business.
We get to decide how we run our businesses and
who we serve and how we do that. But you
have to decide you have to be the one to
do the work so that you can create the business
(33:20):
that you've always dreamed of. And this this exercise, well
it seems it's three questions and you just have to
take a little bit of time. It may even evolve
a little bit. I've been tweaking mine just a little
bit as well. Like I don't know if it ever
fully stops, but this exercise will wrangle some of that
in in a way that it will just it kind
(33:40):
of will change everything. Yeah, it'll just kind of change
everything for you. And I love that for the people
who do the exercise, because this being a business owner
is not for the faint of heart.
Speaker 4 (33:56):
Yeah, So if we can give them some tools and
ways to create some more excitement and passion and keep
that spark alive, that why alive? Yeah, and then we've
done a good job today, Stacey.
Speaker 3 (34:09):
So that's really the reason. That's really the big stuff.
Take the time, you're worth it, and you get to
decide this is this is a choice that you get
to make for your business.
Speaker 2 (34:21):
So, yes, a very exciting one.
Speaker 1 (34:23):
Now, if we had to take like can you explain
to everybody some of the services that you provide, so
you know, you could take a moment to just go
over that and where they could actually find you.
Speaker 2 (34:34):
The best place is to find you.
Speaker 3 (34:36):
So we have three ways that you can work with us.
The first way is a deep dive, ninety minute conversation
that really is there to uncover. You know, sometimes when
you're in the business, you can't see the business. So
we uncover your unique opportunities to grow your business in
a way that's really in alignment with your vision and
(34:57):
where you've been and where you want to go, and
we help you you simplify your messaging. And then we
also create a blueprint so like the best next steps
for the brand to feel really powerful and aligned with
the vision and where you want to go. So that's
the first way you work with us. That's called a
brand spark. I love the idea of creating a little
bit of magic together, that spark of inspiration that really
(35:19):
does show you what is possible, what is possible for
your brand. And then the second step is the brand ignite.
So now we've created the spark, let's you know, do
it in a really intensive way and light it into
a way that's really exciting for you. So we will
get all the things that you need to establish this
new messaging and this new brand for yourself in alignment.
(35:42):
So we will you can create logos, we can develop messaging,
we can do your content pillars, we can build your website,
all the foundational pieces to ignite your brand so that
you feel super confident with this new messaging and everything
that you're doing to go out and just conquer yep.
And then the last one is Blaze Brand Blaze do
(36:03):
you see a theme here.
Speaker 2 (36:04):
Yeah.
Speaker 3 (36:08):
Once you build it, you can't not continue. This is
a consistency and persistency part. You have to keep feeding it.
And so this is like your daily your weekly or
monthly marketing activity is like social media posts, email marketing
things like that. We do that with the brand Blaze service.
So those are the three main ways you can work
for us, and this clarity piece that we're talking about today.
(36:30):
If you're really ready to focus and you want a
little bit of help, then I'd love to invite you
to book a brand Spark session with me so that
you can get to that place where you feel really
excited about your business and have that super clear focus
so that you can light that fire. Like that sunbeam
on the magnifying glass, you can light the fire for
your business as well.
Speaker 2 (36:50):
I love it.
Speaker 1 (36:50):
And where can they find you if they want to
book a session with you?
Speaker 3 (36:55):
So I am on all the socials as Beverly Cornell.
I am married, so my last name is McGlen, so
you might see that as well. But BC and Bcassociates
Marketing dot Com is our website and that's all of
our socials as well, so you can find us all over.
Speaker 2 (37:12):
I love it.
Speaker 1 (37:12):
I love it. Well, this has been an amazing podcast today.
I love the information you shared with us today, and
this is I hope people were taking notes, and if
they didn't, let them go back and listen to it again,
because you gave some powerful notes and I know they
work because I do them myself and it helped me grow.
Some of these things helped me, like five six, seven
(37:34):
X my business and it's really powerful. So I think
people really need to listen to these these suggestions that
you made and some of these tips and strategies you
were talking about, because they work and I am a
testimonial to that. So I really enjoyed that you came
on the show today. I'm very excited about our next podcast,
and thank you so much for showing up today and
(37:56):
sharing this information.
Speaker 2 (37:58):
You are amazing.
Speaker 3 (37:59):
Thank you, Stacey. I really appreciate the opportunity. And our
next episode is going to be all about the power
of storytelling, so I'm super excited to dive into that
with you as well. So again, thank you. It's been
so fun.
Speaker 1 (38:11):
I love the stuff me too. I'm right with your baby. Well,
you have a great day, Beverly, and I'll see you soon.
Speaker 3 (38:21):
Okay, sounds good. Thank you so much.
Speaker 2 (38:23):
Oh, you're welcome.
Speaker 3 (38:24):
Bye bye bye
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