BYOB Advanced Group Call 2024 06 06

Sa. It.

Hello.

Hey. How are you? Good.

How are you?

I'm good. I was having a panic earlier because our Internet went out this morning, and I was like, oh, no. I might have to message Susan and see if she can reschedule. But it all came back and we're good.

So was it out for a little while or was it just like a. Like a few minutes or.

It's super weird. It was like, in and out for a good hour and 15 minutes, which just made it really hard to, like, sit down and actually do stuff, you know, because, like, you start. You lose connection, so.

Oh, well.

How are you?

Good, good, good. Struggling with stuff. But I figured it's great that we have the time today because I think. I think it's one of these, like, neurodivergent things where I'm hitting a block, like I'm hitting a wall, and it's like I cannot figure out how to go around the wall.

It.

I have a feeling it's going to be something super simple when we do it together, but for some reason, I just can't.

Yeah, Cool. Awesome. Well, we'll get to that for sure. What are you celebrating to start off?

Yeah. Well, I guess I can celebrate the fact that I feel a bit more on track. Monday and Tuesday were. But I was super productive Wednesday, and then today I already knew that we would work on stuff, so I guess, yeah, being. I'm celebrating being back on track.

Yes. Awesome. And. And that's honestly, like, super normal for adhd, right? Like, we have two really not productive days, and then we get everything that we could get done in three days in one day. Right. And then we have another kind of low energy day, and that's just kind of how it goes. All right, so let's go through the laundry list of what's going on for you right now that you're feeling gunky about.

So. Yes. So the social media challenge, I had to be realistic and I had to say, okay, I know that I suck at posting every day, and anyways, I just want to create more. So rather than setting a challenge, I wanted to utilize it in a way that made sense for me so that I post regularly. So I just. What I did is I space it out like June and July, so that. That's already the basis. And I just tried to pretty much space it out where it's every other day so that I would be posting Monday, Wednesdays and Fridays, for example.

I love that.

But my problem is writing content. I hate this. I've always hated this. And because it's my own, it makes it 20 times worse. If it was someone else, I probably could just knock this out faster. So I'm really struggling. Luckily, I've pulled some random out of my ass the last few times I needed to post. But I know some of the most important ones are client desire, client P, pain point. And I cannot seem to write anything related to. Yeah, pain points and desires. And I don't know if I'm just overthinking this or.

Okay, okay, so pain point and desire, we'll definitely get there.

And of course I tried to read because the, the it's broken down, really great idea. Client pains. And there's questions. I tried to even answer these questions and I think it's almost too vague that my mind goes blank. So I feel like if you asked me more pointed, specific questions, I could come up with like past client examples to be able to write about. Yeah, but it's just. Yeah, it's like I read those things and nothing's coming. And I'm like, I've worked with hundreds of people. This is ridiculous. I'm sure there's something in there. So. Yeah.

Yeah. Okay, cool. Well, let's, let's go into a little bit of mindset work first because, like, it's not going to be helpful for us to come up with ideas for content if you're really still in the camp of I hate writing it anyway.

Oh, yeah, yeah, yeah.

And not that we're going to completely change your mind on that, but you know, we can give you some other options. We can help you kind of like have a discussion with that part of yourself, you know, to either have it step back or be more on board. Right. Okay, so tell me about the part of you that just hates writing content.

I guess it's more so about playing the game. Like I hate the algorithms. I hate like having to post like interesting, worthy content. I feel like there's so much chatter because people just love to hear themselves talk and so so much like chatter out there in the world. And I don't want to go off and chatter about random just so that I, I meet my quota for LinkedIn. So I feel like I usually, I mean, at the end of the day I am an introvert, so I'm like, if I'm gonna say something, I want it to be like, worthwhile and meaningful and not random. But. Very clearly why I need to do social media and why I need a social media strategy. And I guess it just often feels fake to me, which is why I Try to be so authentic in my post, even posting like non flattering photos of myself eating chips on my couch because I want to show up super authentic because there's just so much fakeness and curatedness on, on social media. And I mean of course I have social media like other people. I have accounts on pretty much everything, but I never post anywhere. So it's not just uniquely for my business, it's just in general for myself. I just don't.

So yeah, okay, cool. What beliefs do you have around social media?

Yeah, I don't necessarily think it's so healthy. A lot of people do a lot of doom scrolling. Obviously I'm can be one of those people because you know adhd. Oh, let's look at this. And then you fall into a rabbit hole looking at random. And a lot of people waste time there. And then a lot of people have unhealthy views of themselves or how they're supposed to live their life because of what they see on social media. Oh, and even then you have these people, if we're even just thinking, particularly LinkedIn because that's where I need to curate content.

I.

A lot of people there are struggling. They're struggling to find jobs. They're on there to try to look for a job. And it is. And I know it's hard because you see for those job seekers, they see all of these other people that have on paper what looks like a shiny job and a shiny life and it may not be the reality.

So yeah, okay. The part of you that hates social media, does that part have a name?

I never really thought about it like that before. I don't know. But it definitely comes to mind that this is probably my more grumpy and cynical side of myself, which I do quite have. That's only gotten worse. Living with my partner and being around French people because they're the most pessimistic bitches in the world.

Yeah. Yeah.

Okay. So to me is starting to take gun lessons because he is 100% sure World War 3 will break out during our lifetime and he needs to know how to shoot a gun, you know, so this is how doomsday like they're like, the world is. French people are like the world is fucked.

Yeah.

And I joke since I grew up redneck and I'm like, baby, just stand behind me, I'll do the gun shooting. Well, yeah, I think that's more of my cynical aspect of, of myself. Yeah.

Okay, cool. Well, it's funny because like the things you said that you hate and the Beliefs you have seem like kind of a weird concoction of like your own beautiful empathy that's kind of been poisoned by like. Yeah, that French cynicism and also. Also kind of like your mom coming through, you know, but it's like using your empathy for people to kind of color in a way that it's. It's a Susan way of seeing it.

Yeah.

But, you know, it's that. That, like, hate playing the game.

Yep.

You know, hate the random chatter.

Yeah, yeah, it's true.

What comes up for you when I.

Say, oh, it's horrible. This, like, therapy leaves a bad taste in my mouth. I'm like, oh, I don't. I don't. I don't particularly like that. I think like that now. Like, oh, I need to change that. That does get me vibes a little bit too hard. Yeah.

Okay, cool. Well, at the heart of it, what I'm hearing is that you hate the performative nature of it. Right. As someone who's made a whole business and career around helping people, however, you know, there's a lot here that you could post that would genuinely help people who are your ideal clients and who aren't your ideal clients, but still need to hear your perspective on things. Right. You like showing behind the curtain and saying, hey, listen, everyone who is on here who looks super successful, hardly any of them are. Do you know how easy it is to go into the lobby of a fancy office building wearing nice clothes and to get some pictures taken? You know, do you know how easy it is to rent a private jet for an hour so you can go and take selfies in it? You know, like, all sparkles isn't gold. Like, you could absolutely have a whole talk track where you're just saying, hey, listen, like, stop comparing yourself to people online because chances are, you know, they're faking it. They're not as successful as they seem. You know, people. I mean, you said it perfectly. People have unhealthy views of themselves because of social media and they're really struggling. You know, what is it? Who. Someone. You know, who. Someone who has like a. Is starting to create a negative self view, who's really struggling to figure out what their next job's going to be. What is it that they need to hear that'll keep them going? It'll keep them, like, having just like a little blip of hope that they'll be able to get out of this. And I do think that French cynicism is something that you can lean into because you're not going to Be Pollyanna about it. You know, you're going to acknowledge life is hard right now. Things are expensive. You know, we're getting constant bombardment about, like, how politics are scary, how the job market sucks, how this is happening, is that's happening. Everyone's in the sun. Like, you know, like, it's just a constant barrage. And it's really, really hard to. To stay optimistic, especially in a job search, you know, and then you can call it back to. But one of the things that is most impactful in your success in an interview is your energy. And then you bring it back to one of the things that I work on with my clients, you know, beyond their resume, beyond figuring out what they want to do, beyond helping them figure out how to. How to answer resume or, I'm sorry, interview questions is like how they can make sure they have the right energy when they walk in, you know, and then you just normalize the. And if you're just feeling really run down by the world right now and by all the messaging that you're getting, just know you're not alone. Everyone I talk to is, You know, I. I almost have this image of you treating your social media as like, you just like, giving your hand to lift people up. Like they're on the ground and you're just helping them boost themselves back up. What does that feel like?

Yeah. Yeah, that's a good idea.

Yeah. It's really hard to create content when you're there to promote yourself. Right. It's a lot easier when you're creating content to promote the people you want to help, to promote them in believing in themselves, promote them in realizing that they're not alone, you know, to promote the outcome of the work that you.

Do.

Because then it's not about you anymore.

Yeah, and that's what I realize. Of course, obviously, with the, the content writing, writing your. About your ideal client or client desires, this is not necessarily focused really on promoting yourself, but it's explaining to people what they're struggling with and that you see that and you're aware of this and that you've maybe helped similar people because maybe it can be beneficial for them. So, yeah, I guess it's just. Feeling like constantly like, what am I gonna write? And trying to figure out topics that are worthwhile that are the issue.

Yeah. Okay, so let's. Let's just shelve topics that are worthwhile. Right. Because that's something that this, like, mom French empathy, like, up empathy person can really go to town with and, and create problems for you. Yeah, right. Because that's something that's completely subjective or. I'm sorry, I was.

Yeah.

Anyway, that's something. So that's so objective and. Yeah.

Right.

I'm using that word correctly. I always. I always forget which one is which.

Yeah, this one you can use. Yeah.

I swear, I'm smart. It's just that one. That one duo. Anyway, I'm always like, is it effect.

With an A or effect with an E? I just used that earlier today. And I was like, which one is it?

No. Then you have to go back and edit and change, especially if it's a post. So.

Yeah.

So the bar of, like, is this worthwhile to say? Like, we can't go there. Right. Because, I mean, there are people that literally post, you know, videos of their dogs dragging their butt across the floor. Right. So anything is worthwhile saying.

Right.

What's. What's a problem that one of your clients has had recently?

One is having problems with a very toxic boss.

Yeah.

Cool.

And what's that doing to them?

Oh, it's, like, tearing her apart. Yeah. Like, she, like, her mental health is, like, in the dumps. And. And. But she. Yeah, she doesn't really know what to do about it. They. I mean, they've even gotten, like, HR involved. It hasn't helped. So we're kind of working through this now, what her. What her options are. And she's really. She decided finally to quit without having anything lined up because she has to protect herself and protect her mental health. Yeah.

Yeah. So, I mean, there's a whole. There's a whole slew of posts that you could write here. One is that, you know, my clients come to me with, like. Like, varied severity of why they want to leave their job. Some people, they just realize they've outgrown this profession. They want to switch to something else. Other people, they're in such a toxic environment that their mental health is suffering, their physical health is suffering, and sometimes they're quitting before they have the next thing lined up because it's so harmful to them. And then you go into, you know, how getting out of a job like that is the most important thing and how it's actually a lot harder to apply for your next job when you're still actively in that toxic environment. And then you can talk a little bit about, you know, your approach, especially when someone's in that kind of environment, like how you might do a little bit more of this and a little bit more of that just to help them recover so that they can apply for jobs that are in more positive environments or how you, like, help them identify what a positive environment looks like. You know, you could also do another post about how, you know, a really, really toxic job can actually have far worse impacts on your life. Because if you're in it for too long, that becomes your norm, that becomes your. Your comfort level, like, what you expect. So you accept it in the next job, and you accept in the next job, and you accept it in the next job. You know, it's kind of like an abusive relationship. You know, there's identifying different kinds of toxicity, Right? And then there's just naming. You know, if. If this is happening to you at work, you're not crazy for feeling attacked. You're not crazy for feeling like you're going crazy. You're not crazy for. For starting to, like, lose your memory, because that's actually an impact of trauma. And the longer you stay here, the worse it's going to get, You know, and then on the flip side, it's speaking to the clients who just, like, aren't happy, right? They have a job, you know, it's a fairly positive environment. They have a great team. You know, they've been doing it for a while, they make decent money, but it's just not what they want to do anymore. But there's that voice in their head that's telling them, well, you should be grateful World War three is coming. You should be grateful. You just keep this job and get your paycheck and not rock the boat. Don't risk anything. You know, but deep down, they know that they don't want to stay here. And they know that, like, five years from now, if they're still here, they would be so upset with themselves because there's something else they want to do, even if they're not really sure what it is yet. That's five or six posts. And at the end, the call to action is very simple. It's just, you know, if you feel like you're stuck here, then book a call with me. Let's see if it's a fit, and we can. We can get you out of there. Yeah. What's another problem? Your clients come to you with.

Being unhappy in their job, but not having the confidence to take the plunge to do try something else. Because, yeah, but I probably won't get a job in that because I don't have previous experience. I probably won't make the same amount of money that I made in my old thing. These various limiting beliefs. But usually around finding a job or getting paid at least what they were getting before.

Yeah, yeah. So I won't get the job because I've never worked in that industry or I've never worked in that industry, so I'm probably gonna have to take a pay cut. Cool. So I mean, you can rewrite that post a gazillion different times because I guarantee you that's happening for most of your people and they need to hear it. And you can say, hey, listen, if one of the, one of the biggest fears my clients have before they switch industries is that a. They're, they're not going to get the job in the other industry because they don't have any experience with that industry or that they're not going to make as much money. And then you can kind of go into, you know, just because you're switching industries doesn't mean that that negates your entire work history. You know, they may call it different things. It may be client success rather than customer service, but it doesn't mean that you're, you're not good at it. You know, there are transferable skills that can absolutely be applied. You know, obviously if you have been a Runway model and you want to become like an engineer that designs cars, you're gonna need some training. Like, it's not, you can't jump into that. You can't go from being like in software sales to becoming a surgeon. There are limitations, but I don't think anyone in their right mind would want to make that kind of jump without going through the proper training. Right.

And most of them, it's not. I mean, most of them, it's not really on heard of. Like I even point out a lot of their transferable skills, but for them it's very much this fear that blocks a lot of them.

Yeah. I mean, I had that when I was working in restaurants. When I was working wine, I just thought I was like stuck there. I never worked in any other industry. I'd been working in restaurants since I was 15 and I figured, okay, cool, I'm. This is my life until like someone poached me to work in sales. Right. It was just, you know, someone else had to see it in me. Yeah, right.

And that's the thing. A lot of people cannot see it in themselves. And so they know it's not something they want to do, but they're not. But they're not sure. Sometimes it's self doubt. They're not sure if they can actually do it.

Yeah, yeah. And you can say, you know what, it's so normal to doubt yourself. You know, I Bet you every single person who's ever run a marathon doubted they could do it. You know, the only people who don't doubt themselves are sociopaths. There's a great documentary called Exit through the Gift Shop. Have you ever seen it?

No, I haven't.

Oh, I think it's on YouTube and it's done by Banksy.

Oh.

But it's based on this French guy who just has no self doubt, no capacity for it and he just kind of goes out in the world and just pursues what he wants to do and then when he's redirected, he just does it and like ended up making millions of dollars, like kind of being a fraud. But it's just wild. Like watch. It's a short documentary, but if you want to get over doubting yourself, you can absolutely watch that and think, okay, well if he can do it, I can do it.

I often joke and tell because I mostly work. I mean I have men clients, but I mostly, it's women that I coach and I always joke for them to channel their in are they CIS like their cisgendered, stereotypical white man? Because no one is more secure in themselves than them. And they just go and think they're the. And they talk about themselves like they are magnificent, magnificent human beings on this planet. And so I'm always telling people, yeah, like what would a white man say? Think of this.

Yeah, 100. It's, yeah, the mediator. Mediocre white man or the two year old wearing a Batman shirt. Yeah, so. So talking to that pain, that fear that they have around, they're going to get paid less and they're just not going to get the job anyway. And kind of calling out, well, you're never going to know if you don't go for it. You know, just because you applied for the job doesn't mean you're endangering the job you have. And also you can kind of be the advocate for them and say, hey listen, like the only person who's limiting you to this industry is you. I bet you could talk to people in 10 different industries and they would be able to say, hey, I think you'd be excellent in my industry in this capacity. There's also a details post in here where you can say, you know, one of the things that I do with my clients is we do an assessment of what your skills are, your transfer, transferable skills are and we really look to see what other industries you can move into. So you see that you have options. You don't feel like you're just trying to, like, you know, be a square peg in a round hole. You actually see that you're. You're a round peg, and you'll fit in a lot of different round holes. So pain points. What do your clients want.

Most? Often it's fulfillment. They want to feel fulfilled. They want a career that makes them feel fulfilled.

And what does that look like?

For most people, it is doing something where they feel valued and respected by the leaders, where they feel like they can make a contribution. They want to feel heard, And they want to be trusted. And that opens up into the larger space of being trusted. Meaning, like, you know, that they work in an environment that is more flexible because they can work from home, because there's that trust there. Or they can, you know, organize their work hours a bit differently. So that kind of flexibility because there's that level of trust there.

Yeah. Cool. So, I mean, every little instant of that. Have we done the four columns exercise yet? Okay, so I want you to draw out on a piece of paper, four columns. Do it right now. I think this will really help you.

Should I have a bigger piece of paper, like a letter paper?

Yeah, yeah, that'll be helpful. I mean, you don't need, like, a poster board or anything, but.

Okay, good. I have it here.

Cool. So I want you to draw four columns, And column one is going to be symptoms, column two is going to be problems, Column three is going to be solutions, and column four is going to be outcomes. Okay. Okay. So a solution would be have more respect. Gain more respect. Right. So when we think about more respect and the outcome, like, we want to be able to paint a very literal picture that someone could imagine in their head.

Right.

So imagine like, you, you know, you come in late one morning because you had to drop your kids off, you know, after a doctor's appointment, no one hassles you. As you come in, everyone you know says, hi. They knew you're going to be coming late. In late. You get to your computer and you see a ping from the business owner. And instead of that, like, bubble up of panic that you would have had at your last job, you see that? They just said, hey, you know, we're working on this project, and I love your input on it. Do you have five minutes to swing by so I can. I can run some ideas by you? And this, like, well of pride just rises in your chest because you're like, oh, my God, my last boss never would have asked that of me. Like, here, my opinion is valued, and I'll offer it and they may, they may take it, they may use it to find another idea, but like, my contribution is valued here and they trust me to give that opinion. Right. And then you go and you have a conversation with the CEO and maybe it's a 15 minute conversation, maybe you guys come up with a completely different idea altogether to do with another client. But it is such a night and day experience from where you came from, Right. Maybe it's coming in on a Friday and seeing there's a bottle of champagne on your desk with a little thank you note from a team member who you helped out with a project last week and they were able to get it done and they just really appreciated you and wanted to show you their, their thanks. You know, maybe it's just getting credit in a meeting for what you contributed to the project. And we want to talk about like how it feels in their body to, to get that, you know, and when they go home and talk to their spouse or their, their partner, how do they describe it? It's not necessarily like promising the world. It's not saying, you don't have to say you're going to make 10, 10,000 more euros a year and this and that and the other thing, you know, this is the kind of stuff that people are really looking for. And you can even say, you can even benchmark it a little bit more. You could say, you know, a lot of my clients are already making between this mount and this amount. They don't necessarily, like, they're not necessarily after a raise. They would be fine with one if it came, but what they're really looking for is a job where they feel this way, where they get to focus on projects that light them up in this manner and to have a little bit more freedom, flexibility and autonomy in their day to day. And you can go into. And that looks very different for all of my clients, you know, but that's the benefit of working with a coach one on one is you get a customized approach, you know, based on your personality, based on the industry you want to go into, based on the roles you want to go after. I can see the wheels turning.

It's just. Yeah. Reflecting over what you said and then kind of thinking in terms of. Yeah. How to, how to tell the story. Because, yeah, it's. Yeah, I might just be jumping ahead because I'm already like, how do I tell this story if that's the main pain point?

But so, so let's look at the pain point is they work in, they work in a toxic environment. Okay. That is A problem. You are the expert. That is the root of the problem as they're describing all these things to you.

Yeah, right.

They may be aware of that terminology, but when they're reading marketing copy, like a toxic work environment, that's not going to call out exactly what's happening for them, right? So it could be that their boss screams at people the top of their lungs in front of everyone. You know, it could be that.

Like.

Timelines are changed on them, like deadlines are moved up without them being made aware. You know, it could be any number of gaslighting and stuff. But you really want to get specific about what that thing is and don't worry about it being exactly the same for the reader, because we're empathetic readers, right? We read novels and we imagine we're the main character, right? Like, how many times have you read, like a romance? And they're like, he bared his teeth. And you're like, yes, like, what? What's the sexy way to do that?

Oh, my gosh. Like, I mean, exactly, like, probably really sexy, but I don't know, like, I can't see this playing out my head. And then, of course, yeah, you're. You're trying to do it too, and you're like, or when I'm like. Or when I'm reading, like, a sex scene and they're like, talking about they do a certain position and I'm like, no, but how'd that happen? I would lay myself on the floor and I'm like, but no, that doesn't make sense. I don't understand how that's plausible. Unless this is, like, someone that works at Cirque du Soleil or something. And then maybe.

Mm, yeah, yeah, it's a. It's a universe where everyone is hyper mobile.

It's.

So anyway, so you can. You can describe, like, a very specific moment where a boss is being incredibly abusive to their. To their employee. And you can have all the details. Whoever's reading that will automatically sub in for what their details are if. If it's relevant, if they have an abusive boss, because they'll see that and be like, well, he's not screaming at me, but he's doing this, this and this. Because they'll recognize with, like, how the character you're talking about feels, right? Because that feeling is like you're shrinking back. Like, you're terrified you're going to say the wrong thing. You're worried, like, if he misconstrues something that you'll be fired or things will get really complicated. You know, you worry about how you're going to pay the bills. Like, you're constantly rereading every single email you write just in case there's something that could set them off.

Okay.

Okay. So the difference. So this is symptoms. So when we're talking about, like, we have the problem, toxic environment, the symptom is how it shows up for our client. Right. And so the problem, you might say, is like, they don't get a moment alone or they don't get a moment just of peace. Whereas the symptom would be they're bringing their cell phone into the toilet with them so that they can answer slacks while they're peeing, Because heaven forbid they're away from their desk for more than a minute. Do you work with a lot of expats?

Yes.

Yeah. So, I mean, there's also your visa. If your visa is tied to your job, there's that concern as well. So if you're unhappy in your job, but you love living in that country, you know, how do you go and look for another job that's going to, you know, be willing to sign your visa papers? Yeah. There's also a whole niche of people who want to move to Europe who just don't know how to interview in the French manner, you know, because there are a lot of cultural differences. Right. So that could be another one that. Exactly. They might have gone through a couple interviews had it gone. Go terribly wrong and had no idea what they did wrong. When your clients sign up for a sales call, do you have them fill out an intake form?

Yes, but I keep it really very generic.

Okay. So you might want to make it less generic because oftentimes you can go through that and you can take sentences that they said that they're struggling with or that they want, and you can use that as content, too, you know, and it's literally, you take a sentence like, I just want to. I just want to find a job.

Where.

You know, my co workers aren't. Aren't backstabbing all the time and put that in quotation marks and say, you know, one of the. One of the fears a lot of my clients have when they start with me is that, like, they're going to leave one job for another job, and it's going to be the exact same, but they're going to have less seniority and maybe take less pay and this and that and the other thing. But one of the things that we work on is this and this and this and this. That'll help them prevent that from happening. And obviously there are no guarantees.

But.

I have a pretty good success rate of helping people get out of toxic environments and into healthier environments. Right. And once you understand how you can leverage yourself into a different job once, like you can do it again. This isn't like a one hit wonder skill that you're going to do once and then have to like, you know, continually learn how to do again. Once you understand your value, understand how to vet a company and know what to look for, you'll be able to find something. So I want you to practice what's a symptom? Actually, let's start. What's a, what's a root of the problem that your clients struggle with? And we'll back into the symptoms.

A different one then. Then what we said before.

Yeah.

I was trying to figure out the words for this. So I would say like one of their problems is they are, They're trying to change careers like because they money is the reason why, they're just sick of being broke and so they just want to make a change. So their problem is I guess, Financial difficulty or sometimes it is just about wanting more.

Yeah. So want to check in on something? Because I know you've been attracting people who don't have the money to pay you. Is that speaking to a pain that will attract more of those people?

Yeah, that's what I'm concerned about.

So. So it's something that we're not. That's something that you can address with like a lower ticket option, like a digital product or like a really like low ticket group program. Okay.

Then I would say yeah, another problem, if it's not a toxic environment like with leadership or whatnot. Another thing is just people are bored in their job, but they just don't know what to do next.

Right, Right. Okay. So they're bored in their job. They don't know what to do next.

Because it's not like they hate their job. They don't hate it, but they just feel like there's quite a bit of people that come and they just feel like it's monotonous but they don't know what to do because they've been doing this one thing forever.

Right, Right. Okay, cool. So I want you to walk me through a day in the life. Our ideal client, Sarah, who's so fucking bored in her job, but she just doesn't know what to do next. So from when she wakes up to going to work, to what her day is like, to leaving work, to coming home, whatever social life she has, to going to Sleep.

Yeah.

Tell me about her life.

So Sarah wakes up, 6am, has her coffee, jumps in the shower, gets ready, is off in the car, spends an hour in traffic. Then she gets to her job and she.

I want to pause you. I want to pause you. Because she spends an hour in traffic and what's going through her mind?

And she's thinking, I don't really want to go there. Like, I don't feel like just going through the usual today. I don't. I. I want to be doing something else, essentially. Especially because she feels like she's wasting time in the car to go to a job that she knows it's going to not. She already knows what her whole day looks like.

Yeah. Yeah. So in the car, is she, like, trying to optimize that time for something more interesting? She listening to podcasts, trying to learn a new language? Or is she just feeling down on herself?

She's just dreading, like, just thinking about dreading going to work and thinking, what's today? Okay, it's Tuesday. So I have, you know, a few more days till the weekend and kind of counting down to the weekend to where she can do her fun hobbies, where she create jewelry on the weekends.

Yeah. Awesome. Okay. So she pulls into work and continue.

She pulls up to work, she goes in. She immediately starts checking her email. There's people that have emergencies that aren't really emergencies, but they want her to do things immediately. It's no problem. She can do this in her sleep, but she's just annoyed that people wait last minute to ask her things and expect her to do it immediately. Then after she checks her emails and deals with the immediate things, then she looks to her to do list, and it's the usual having to send out the invoices to the usual partnership clients, double checking and verifying just the numbers in the system.

So I want to pause here. So what is the emotion that comes up in her body when she sees those emergencies that aren't emergency?

Annoyance.

But what does annoyance feel like in her body?

So she feels like her body's heavy, like, and she's just like, really? This? And it's a sense of, all right, whatever. Like, I will have to do this. It's feeling this weight of just being rushed on something that she knows is not that important and that they could have not inconvenienced her about.

Yeah, yeah. So it's like more weight on her shoulders for something that's complete.

Yeah. Y.

Okay, cool. And then when she gets her to her to do list again, let's scan her body and see what happens there.

And this is more. So her just feeling, like, all right, this. Her feeling almost like yawning because she's like, okay, same. Like, the to do list is essentially the same every day. I just need to verify and write up the invoicing. So nothing new. And I just have to send it out to the usual clients. Nothing new. So she just almost feels like she could take a nap. She just feels she's kind of, like, hunched over the desk and just, like, kind of just pecking at the keys and Question. Like, daydreaming, even, and feeling like she'd rather do anything but that.

Yeah. Question. Does she have a ritual that she needs to do so that she can motivate her to do it? Like, does she need to go to the coffee machine to give her, like, an extra boost? Does she need to go and, like, gossip with someone? Like, what is. What is the thing that, like, allows for her to, like, rev up the energy to do this thing that she's so bored of doing?

Yeah. So, yeah, she goes maybe and talks with the neighbor in the cubicle next to her to chitchat and to gossip about their lives. And then she eventually says, okay, I guess I'm gonna go ahead and get back to work to do this thing.

Yeah. Yeah. And it's like she has weight in her feet as she's going back to her chair.

Yeah. Because she was having a better time talking to.

Right.

The cubicle next door than having to do these tasks.

Right. Yeah. Okay, cool. So continue with the day.

So when she does this task, she realizes that it's not that much time before. Before lunch. So she just starts. She does a little bit of doom scrolling on Instagram, but then she feels bad because she's just looking at Instagram at work. So then she flips over to LinkedIn to feel better about her decision to do scrolling Girl. Counting down the minutes until it's lunch.

Yeah.

Then when she goes off to lunch, she gets a bit of a pep again, thinking, okay, all right, like, what am I going to have for lunch? And it's happy to go outside and just have some sunshine on her face, get out of the awful corporate lighting. But then the minute that she's returning back to the office, it's this all right, resolution. Like, I just have, you know, four more hours to stick it out before I can go home.

Yeah. So there's like, this constant timeline check in, this countdown, check in, you know, eight more hours, five more hours, three more hours, two more hours. One more hour. 23 more minutes. Five more minutes. Three more minutes. But I can probably leave now. You know, What does it feel like for her when she gets a compliment about her work?

She feels good and she feels recognized, but she knows also that it didn't take her much effort, because she can. She's been doing it for so long that she could have done that in like two minutes.

Yeah. Is there, like, can we make it funny? Like, it's almost like getting complimented for wearing pants. Yeah. You know, it's just like, okay, thanks.

Yeah. Like, it doesn't. It doesn't. She doesn't feel good about the work anymore, so the compliment just doesn't hit, essentially.

And what about when someone tries to give her constructive feedback about her work?

She does not like that because she doesn't want to hear constructive feedback because she doesn't want to change her way of working because she has no interest in changing this work. Because she has no interest in this work, period.

Yeah. Yeah. And how does that feel? Dissonant, because she's actually someone who's highly coachable.

Say it again.

How does that feel? Dissonant, because she's actually someone who's highly coachable when she cares about what she's doing.

Yeah. I think that. It's this feeling of disconnect. She knows that she could maybe optimize and improve how she's doing things, but she just doesn't have any kind of care or interest in this. So she doesn't want to spend that brain power and energy to do that.

Yeah, Right. And it's not like it will make her any more passionate about what she does.

Yeah, no, it changes nothing, essentially, for her.

Yeah. Yeah. So do you see. Do you see how we're, like, zooming in on small little instances that come up through her day and we're really treating her like. Like a literary character. Right. We're trying to figure out, like, how she reacts to stuff, like what she does when she's on her way to work, how she makes decisions, how she motivates herself, why she acts the way she does. You know, what's that internal monologue? I love that. Like, the constant countdown, you know, So getting really literal with that, you know? So, for instance, like, if I were to ask you, Like, what Harry Potter, Hermione Granger, and Ron Weasley would all act like in a Costco, you could probably tell me pretty accurately how those characters would behave. Yeah, right.

It's.

It's almost the same for the. The characters in your posts. Right? Because your reader is going to read that and connect with them and they're going to have empathy for them and they're going to see themselves in them. And even if they, they operate differently, they're going to feel some kinship with them. You know, it's even better if you have a personal story of how you felt this way at some.

Point.

I had a moment when I worked in for Internet security at Cisco said like this beautiful steak dinner with my team and I'm talking to one of the sales people that I worked with and she was around my age and, and she's like telling me how passionate she was about Internet security. And I was like, you can be passionate about Internet security. She's like. And she looked at me like I had three heads that I wasn't passionate about Internet security. And I was like. And that was the moment where I was like, I'm never going to be interested in this job. This is never going to be interesting to me.

Yeah. Because every. That's what I try to explain to clients too. And they're applying for jobs and like whatever you think that they're doing is weird and no one's going to be interested in that. You're going up against people who are applying for this job because that weird service is of interest to them. They think that this is super cool because you will find those people that are fanatics about. Yeah. The most interesting things that are.

Yeah, yeah. So I like there could be like a whole freak flag assessment that you do with your clients. Like what are all the weird ass shit that you're interested in? You know, from your favorite animals to your weird ass hobbies to this, to that, you know, because I guarantee that you there's a company out there that's doing something in that space that you could apply.

It is interesting. Yeah. No, just the, the older I get, the more the question what do you want to be when you grow up? Actually is more interesting because I just keep thinking now I know the existence of so many different things. I could career invent myself 150 billion times and never get bored because there's so much random like where is it? I don't know if it's here. I have a box here somewhere behind. Yeah, it's right here. Actually. There is a company in Berlin.

Cute.

Oh. And it's not in this box. They make bow ties for cats.

Of course they do.

Because I'm a nut job about my cats and they have their own little bow ties here. And it's literally. They only sell Even to cats. It's not pet bow ties, it's cat bow tie being sold. They even show you all the different ways to like do it. And who buys this shit? Me, a crazy person. So if you really like cats, like you just have to go based off that and you can find a career. So I always joke that there is really like you can get into whatever that you find interesting.

Yeah, no, 100%. And that's, that's absolutely like a whole talk track that you can go on. We're just pointing out random ass businesses and what they do and saying, you know, if you really love cats and bow ties, you could absolutely apply for a job here. You know, if you really love horoscopes, you could apply for chani. If you really like traveling, you could go to going which used to be Scott's cheap flights. What else? Yeah, I mean the, the list is endless. So the thing about content, especially content that's meant to get you clients is you are going to get bored of it. You're going to get bored because you're saying the same thing over and over and over and over and over again. Right. You just have to find different ways of saying it and telling different stories. Right. You know, so telling a story that's kind of besides the point and then tying it into almost a job interview thing or point can be really impactful as well. I personally used bad date stories for sales lessons, you know, but I mean you could you know, do a whole post on like, you know, different friends you've met and how you met them and how like it was completely unexpected and how like your clients often find their jobs through unexpected means as well as they're open to them because they're, they're, you know, they have their eyes open. They're really looking to identify opportunities out there. I wanted to show you so how I kind of map things out for myself because I, I can never use the same method twice. Is so like I've made a whole list of like themes. I'm doing four months and that is what, four rotations of six if I'm posting every single day, doing the five day spread. So like number one is like you're developing your offer, what you sell and then I'm going through and this is like the pain graph. So that's square one and that's my prompt for square one for pain. There's my prompt for desire, here's my prompt for testimonial, and then here's my prompt for my story. And then here's My prompt for my detail post and then I go back to the list and I go to number two and I went through all of them. So there's no wrong or right way to do this. There's just a way that works for your brain. You know, in mapping it all out, you do want to be careful that you're speaking to the pain of the client who can afford to work with you. Yeah, right, because that's not fun as getting a bunch of sales calls and then hearing they don't have two years drove together. There's a cat castle that's Hogwarts that can fit like 10 cats in it. Yeah, it's a castle. It's like a. A house that you could have in your. It's like a climbing structure.

Oh my God. Why did you tell me then?

I'll send it to you.

But I mean there's.

There's a company that manufactures those. You know, there's a research and development department, there's a quality check department. There's a sales department. Right. There's a marketing department.

Yeah.

What else do you want to cover today?

Yep. So the next thing is, because I thought about what you said, that I had these little mini offers to offer people who don't have money.

And then.

Maybe they turn into clients later, maybe not, but at least it's kind of a funnel that's there. But then I started thinking about, I don't have a website yet. This is my fault because I have someone that will do it for me. I just need to give her the shit. But you know adhd, we saw a pretty butterfly that flew past and then we forgot about that and that dropped off like six months ago. So I needed to get back on it, but I'm struggling. I don't know how much we'll be able to cover, but let's see if I can. Oh, can you do it so I can share my screen to show you?

Yeah.

I'll show you what I have and then you can tell me what you think. It's super rough and. Yeah.

Thank you. Okay.

So website, I just wanted to make it super simple. So the idea is that. Because obviously I'm not going to have so much on my website. So the idea is to have a responsive continuous one page scroll. There will be a menu bar at the top that can take them directly to where they want to go. But I just figured having a continuous one pager.

Yeah, that's fine.

But I have to double check back in the days when I was in marketing. I know that didn't work well with SEO. I don't know if they've updated this now. So with SEO and it's there, I.

Would ask the person who's offering to help you with this. They probably know better than I would. Let me see. Okay, so right off the bat, we want to have something that like people is the title for it, that people will identify with, you know, so who are, who is your ideal client, you know, for people who want to change careers? And it doesn't have to be clever or it doesn't have to be poetic. It's just, it wants, you want it to be brick to forehead obvious.

And then I was gonna ask you too about this because it's not necessarily that they have to change their careers. So I'm getting quite a bit of people now who want to go and kind of level up, if you will. So maybe they're an expert in their field, but they want to now go kind of into management within their company, or if they're not able to within their company, they'll seek it outside. But it's not necessarily a complete career change. It's like leveling up. I don't know how to really say.

This, because level up your career, you know, for professionals ready to level up their career, for growth minded professionals who are ready to level up their career. I think level up is, is a fairly straightforward way to say you're either climbing the ladder or jumping to another company where you can be more successful. And you can even say that you can say for those ready to level up their career, whether it's changing industries and companies completely or continuing to climb the ladder where you are, I think that would be really clean. Okay, so we want to start off with acknowledging where they are right now. Okay. So right here we all deserve the career we want. You're actually starting to change their mind before you've built trust with them. Okay, okay. So what's the impetus that got them to click on your page? Like, you probably ended up here because you are struggling with this, you're frustrated with that this other thing is happening. You're feeling stuck in this way, that way and another way. And you know something needs to change, but you're not quite sure how to change it. Or, you know, you want to level up your career, but you're not sure which steps you should take to do it the best, the best way possible. And then you want to go into, you know, my clients typically start with me because they want. And then you list off a bunch of things that your Clients want, you know, they want to do work that they're more interested in. They want to get paid really well. They want to step into a leadership role. They want this, they want that. And you're really pointing to the goals that your. Your clients, your ideal clients have. And then we want to like, kind of dive into some objections that people have. You probably haven't taken action before now because you keep hearing how hard the job market is or how difficult it is the economy, like the economy struck, stressing you out, like, all the things that will hold people back from switching jobs or really trying to be aggressive with their careers.

Or.

Yeah. Worried about the job market. Feel like you should be grateful for the job you have, even though doesn't do anything for you anymore. Okay. Okay. And then you want to. We want to pivot into. But you're tired of letting the world dictate your future, or you're tired of letting that energy or, or those beliefs dictate your future. You. You realize the only person who can move your career along is you. And you're ready to invest in. Help to do that.

Invest or what? You're ready to invest, but you're tired.

Of letting those ideas decide your future and want to start growing your career now or leveling up your career now. And you're ready to invest in. Help the help to get there. And of course, like, this is rough wording you're gonna go through and of.

Course.

Invest in the help to get. Okay. And then we want to go into what, like why your clients work with you. Right. So we want to go.

So that's different because here we put. My clients typically work with. They work with me.

Yeah.

Because they want.

And then this is why they choose you. Okay. My clients choose to work with me because. They. So if you scroll down, you actually have some of the verbiage that I think you could use here. So you deserve to have the career you want. What's the sentence below? Can you. Yeah. Okay.

I mean, I have lots of verbiage. We can keep scrolling, but I can probably come up with this.

So my clients used to work with me because I firmly believe. And here's where we want to go into, like your beliefs, kind of your mission.

Right.

Firmly believe that everyone deserves to enjoy their career. I'm not about just getting you into the next higher paying job. I'm into helping you find a career that you're going to be so passionate about in the long term where you can grow and thrive.

Okay.

And then while I do have a Process. I don't do one size fits all strategies for all my clients. Everyone gets a bespoke plan based on what their goals are, what their strengths are and where they're starting from. And we actually do want to start with while I do have a process because it'll open the door for us to kind of look at like talk about the process a little bit, but then it'll help us. We'll say, but that's the process. It's not necessarily what you're going to go through. If you want to figure out what your strategy would be, book a call.

Process. So then maybe we should say something.

Yeah, so I don't have a one size fits all strategy for each client.

Well, I do have a process. Wait, then that's a little bit too wordy, I think.

I, I don't do the same thing with each client. Yeah, something like that. And of course this can be wordsmith, but we want to create something that creates curiosity of like, well, what's the process? And then like, what will it be for me? Yeah, right. Okay. And then we go into like describing just the basics of the process, like, you know, exploration, like figuring out who you are, you know, and if you can do it like in three steps or in five steps, Then that'll be really cool. But keep it an odd number. People are really weird and they are more likely to trust it if it's an odd number. And then so have that be bulleted out or in boxes and then. But of course with each, each client is starting from a different place with different goals and different interests. So we know, I really do or I, I customize your strategy to find your next role based on all of those factors. And if you want to discover what your strategy might be, then book a level up career strategy call or career level. To find out what yours might be. Okay.

Wait. I customize.

Your strategy based on your strengths, your experience, where you're starting from, what your goals are. Yeah, and then we want to go back up through and we want to like just litter through testimonials in between these sections as they make sense. Okay. And it doesn't have to be a full testimonial, it can just be a line from a testimonial.

Okay.

And then underneath the testimonial or underneath different sections, you can have little book call boxes throughout. And like, don't be afraid to have like 12 of them. The human brain see most of them, they'll notice the ones that are like next to the thing that really hits them.

Okay.

Okay. Now also, if you can go through your research that you've done in Catron's program, and if you can pull out sentences from your notes that were verbatim what your people were saying, and if you can sub that language in for anything we just did, then that'll be really compelling as well. Okay. Okay. Do you know how long it takes me for me to do this stuff for myself? I get so annoyed when I do this with clients. I'm like, why can't I do it this quickly for me?

And I think that. But that's why I just decided that this is what we were going to do today. Because I know that it, I knew that it's a dumb blocker. Like, I know it's. It's one of these dumb blockers. It's not like one of these things that is a true block. It's just, I need help to get me over this hump.

Totally. But this is like, it's really strong because it empathizes with where they are. It empathizes with where they want to go. It showcases you without you having to brag, but it really showcases, like, what makes your work special. It highlights that you, you know, don't do a one size fits all program, but you do have, like, some stuff already built. Because people don't necessarily know how to sign up for coaching if it's just like an empty structure.

Yeah, exactly. They're like, what am I going to do during this?

So, like, we're just going to show up and talk. Like, I can show up and talk a lot of places, you know, and I don't have to pay that much for it.

Yeah, exactly.

Yeah. And then it gives people. And then of course, in your about section, you're going to have a little bio about yourself. Right. And if you can, in the top fold, I want you to have a, a picture of yourself with your face, like, smiling and looking directly into the camera. You want to have an about page. And I would have. In your about page, I would have, like, about you and about coaching, you know, because if the clients you're attracting haven't worked with a coach before, they may be like, I don't know what this is.

So I was gonna ask. Maybe it's about doing it in two different places. Because I thought I would do a fag section.

Yeah, you can absolutely do that.

What should I. Why should I do coaching? What benefits can I get from coaching? How do I know that you're the right coach for me?

Here's what I want you to do. I want you to go to answerthepublic.com.

Okay.

This is an SEO hack. Do it like this.

Okay.

Okay. And then I want you to Google search career coach. And yeah.

That'S a bit hard because I get them all over. Let's do uk.

Okay. And then I'll take a minute, but if you scroll down. Okay, so here are all the top questions that people ask. So you can literally go through this and you can answer all those questions in your faq.

Okay, nice.

You know, but as they make sense.

Yeah, yeah, of course.

Yeah. And I think you can only do one search a day, so keep that open. You can go and like copy it. Perfect. Yeah.

I tried to clean up my tabs before I obviously joined this call, so.

Well, I'm talking.

Good. So then. Yeah. So then should I in the about. Should I also then talk about what coaching is or should I just leave that for the FAQ section?

I would have a little bit in the about and then also in the. In the faq, you know, and what is career coaching? Because the more you say that. That phrase throughout the website, the more it's going to rank for career coaching. Of course, like, there are tons of people who buy ads for career coaching, but it's still going to give you a little boost. Got it. Cool. Okay, cool.

Yep, I think so.

All right. Anything else before we wrap up?

No, I think that's good. I think that's enough to go ahead and start filling in. So.

Awesome. Well, then, what is your main takeaway today and what is your commitment for the next week? So.

Main takeaway is probably that I should take note when I feel stuck and then just bring this here because no matter how ridiculous it seems, because I think, I mean, you know, with adhd, sometimes like you, you just can't do it unless you have someone there to supper with you. So. Yeah. Yes. So that. And then for next week, I am going to fill this out and try to bring. So next week that I have a really more solid outline with what we've discussed and then maybe we can look over the copy together. And I want to try to have at least one post done in advance from posting because now I'm doing a very ad hoc and I'm aware that I do need to be more strategic about it, but I will do the website first and just try to get one ahead so that something more manageable. Manageable things. Yeah.

And if you get stuck, remember, you have heartbeat. You can always pop up in there and tag me. And I'LL go in and edit or give you feedback or whatever.

Yeah? Yeah.

Okay. Awesome. Great job today.

Thanks. Thanks for your help. Really, I appreciate it.

That's what I'm here for.

Yeah.

I will see you next week.

Yep. Sounds good. See you then. Bye.