BYOB Beginner Group Session 2024 06 05

Sam.

Rebecca. Hello.

Hello. Is the read AI meeting notes yours? It's showing up. But I. We don't have a Rebecca in the group.

No, it's not me.

I'm gonna remove it because I don't know who it is.

Yeah, yeah.

So weird. It's. It's numerous AIs that I've tried to join my. My meetings. It's like the robots are trying to take over my brain. Anyway, how are you?

Are you. I. I read your post about.

Like.

Like very briefly about. You went to the musical. The musical or. No, for your birthday. You went to see or.

Oh, I went to see Come From Away. Yes.

Yeah, yeah.

How was it?

Oh, it was magical.

It's.

Have you ever seen it?

No. But you shared that story and that's amazing.

I like, I laughed, I cried that the actors were incredible. The performance was just out of this world. It was so nice. Yeah, yeah. Thank you for asking.

So what are we just doing? No way. I mean, I would love.

No, no, no. I mean, it's.

Yeah.

And let me message her and just make sure she has the link. See, Rachel.

Yeah. We have a new person, right? Joining.

Yeah, yeah.

I mean, I would love to have a.

I mean, you might. You never know.

In any case, I look forward to our one on one even.

Okay, cool. Yeah. Monica should be here. Yvonne should be here. Roberta might be here. Yvonne's having issues.

Okay. Hello.

Hi.

Welcome.

Hello.

Hello.

Welcome. Rachel.

Oh, we have a new face here.

Yeah. Yes, Rachel, we do. What did I just do? I just turned the. The light all the way down on my computer. Okay. Welcome, everyone. Hi. Everyone, meet Rachel. She's our new addition to the group. Rachel. We have a few more people joining, so I'll probably have you intro yourself later in the call if that works for you.

Perfect.

All right. We loved. I like to start with celebrations. So who has something to celebrate to start us off? And it can be absolutely anything. It can also be bad stuff because we have to celebrate each marker of progress.

I'll start.

Roberto.

Yesterday I reconnected with an old friend of mine, a buddy from business school, the CEO of a humongous company, Mexico. And we're just kind of like talking about, know all the stuff that I do with reinvention, coaching. And we started sort of brainstorming potential ways in which I may do some work with this company.

Amazing.

So we haven't gotten to anything yet, but kind of like the Colonel is there and he's like, yeah, man, let's work together. Let's figure something out.

So yeah. Awesome. I just knocked on wood and I. All the dogs are now thinking someone's here, so. Sorry about that.

Alarms. Alarms.

All right, fabulous. Well done, Roberto. Who wants to go next with something to celebrate?

I'll jump in. So I have a new client starting Friday, and I have another potential client call later today.

Amazing. And what's working to get these calls?

I have no idea.

I mean, just.

I guess just posting.

Right.

Being visible, I think is the thing. So far. They're all people that I loosely know, so, you know, it's. It's not like strangers, like complete strangers. So I think it's just being visible.

Yeah.

Amazing. Well done. And who wants to go next?

Yes, Dina, do you know ask Vin, his communication skills expert, quite big on Instagram.

No, I'm not familiar.

No. So, yeah, we just connected on LinkedIn and he is. So. I don't know that. I mean, nothing concrete, but it's a big thing. It's like, I don't know, connecting to Chris Doe, you know?

Yeah, yeah.

Yeah. And I lost one kilo. I'm starting. And it's amazing because I actually have rested so much more and I worked out so much less and I ate more fruits and sugar, so I'm so surprised.

Yeah, yeah.

Smart way to approach it.

And, you know, I actually want to bring it back to a business lesson sometimes, like, the more you really stress yourself out and hustle and push yourself and like, force yourself to do stuff beyond your limit, like, the less you get done and the less results you see.

Yeah.

Right through with our bodies, and it's true with our businesses.

And I just came back from my meeting with my new trainer. I have two trainers now, so now she's. Yeah, yeah. And what you were mentioning about how I should take rest and then, you know, so anyway, so big. It's a big deal for me.

Yeah, yeah, yeah. Congratulations. And Rachel, do you want to go? Do you have something you'd like to share to celebrate?

Sure. I guess choosing to join this program is a celebration. I. I was sharing this with Katie, but I. I looked into like, 20 different business building programs and her marketing, just like, obviously her strategy works because her marketing, I read it and I was like, that's me, that's me, that's me, that's me. Just like all, like an exact description of me. And so, yeah, so it feels really exciting for me to dive in this. It had. It had been like my project of the month to find a program to help me build my business. So, yeah, that's my celebration and, and then I would say, like, also joining it gives me, like, a newfound hope and inspiration. Like, I just, like, in starting these initial calls, I feel really. I feel hopeful that I can use my skills to make some really amazing things happen. So.

Well, and like, I shared on our call the other day, my. My website, every little bit of my content comes from the market research, the same kind of market research that I have for you guys that I've laid out. So, Rachel, first stop is going to be digging into discovering your niche. And I lay out exactly how you get people to volunteer to be interviewed, how you interview them, the exact questions, everything. So that's where I want you to start. Okay. And if you need any help figuring out how to describe your, like, working ideal client definition, just pop it into Heartbeat and I'm happy to help you workshop it there.

Okay, thank you.

Awesome.

All right. And welcome, Monica. We're just doing celebrations. Would you like to share anything?

I logged in.

You're here.

I had to log in from my.

Laptop because of monitoring some stuff in.

The backyard, but, yeah, so I'm here. Yay.

Awesome.

Welcome.

All right, I know I wanted to do a quick little training on something that was brought up by Dina's proposal on Monday that I was reviewing. So I want everyone to take out a piece of paper or open up a Word document and have it be landscape and create four different columns. And in column one, we're going to title it Symptoms. Column two is going to be Problems, Column three is solutions, and column four is outcomes. Okay? So as experts, we all see the root of the problem. Someone starts complaining about their symptoms, you know, that they hate their job, their boss is an asshole, all this stuff. And we see the problem as, wow, it sounds like you've really shitty boundaries. It sounds like you don't really stand up for yourself. You know, here's. Here's the root of the problem as I see it, as the expert, right? And then we go into, oh, here's how you fix it. And that is the solution, right? The person we're speaking to, however, is so in their symptoms, they don't really give a fuck what the root of the problem is. They're not going to connect with what the solution is, but what they're are going to connect with is what the outcome is, right? So I want you to think about, like, cold medication commercials, right?

Cold.

Like, you have never in your life seen a cold medication commercial that talks about how the cold virus attacks your cells and creates this kind of histamine response, right? That produces a lot of snot and then makes your body ache and, you know, this and that and the other thing and how the medication, when it comes in and enters your body, how it actually interacts with your cells to help you overcome all that gross stuff to feel better. Right? Because no one cares. What a commercial will focus on is, oh, I can't breathe out of my nose. I'm not getting any sleep. Oh, my body hurts. Oh, like, my nose is red from blowing it so many times. I have a headache, you know? And then they flip to, you've taken this medication, and now you're running outside with your dog and your kids and you're getting work done. You have all this energy, and you look happy and you look healthy, and you're all better. Okay? It is supernatural for. Well, not supernatural, but it is super natural for those of us who are experts in what we do to think, oh, well, people want to know the root of the problem. They want to know, like, what the root of the problem is because that'll help them get to, like, a point where they're willing to get a solution. And then also I should explain what the solution is to them. Right? Because that'll convince them that they should have it, when actually that's the furthest thing from the truth. Right. People really don't give a fuck, Honestly. If you could be a magic belly dancer and belly dance for them and solve their problems in 15 minutes, they would just pay you to dance. Right? So we want to be very well versed in what the symptoms are that our clients are suffering through and what the outcomes are that they want more than anything. Right. So. And we want to do it in a way that is not clever, it's not metaphorical. We're not being, like, mystical with our. Our. Our descriptions. We're literally painting a picture of what is going wrong in their life. So I'm going to use weight loss just because. Yeah.

Rachel, I just. I just have one question. One thing that I'm. I know that I would like to do in my marketing, and I think I sort of do it now, but my marketing crap now, I don't want to just address problems. Like, I also want to address. I mean, I guess that is the outcomes. It's like, I want to address, like, you know, places of growth in a. In a way that's really inspiring.

Yeah.

Versus just being like, you're a fit. So. And you need, you know, like.

Yeah, yeah, yeah.

So.

So it'll make a lot of sense as you're going through empathetic marketing. But basically when we're addressing problems, we're saying, like, here's, here's one of the top three, you know, frustrations my clients come to me with. You know, like, they don't have enough time to put towards their passion project. You know, they, they feel like their calendar is so full and they want to make this massive difference in the world. But like, you know, they barely have five minutes alone, you know, to pee in private, you know, because they have kids. When are they going to carve out, you know, an extra 10 hours so that they can really establish a non profit or that they can, you know, gather people in a place to talk about how they can make this vision a reality. Right? So we're talking about the frustration. We're also talking about, like, what belief is holding them back. You know, there are a lot of different pain points that we can address. We're not really doing it in a doom and gloom kind of way. We're just kind of saying, hey, listen, like, how are you feeling right now? Is really normal. A lot of people get stuck here. And also you don't have to. But on the flip side, we are also talking about here's what you want more than anything and here's what you daydream about. And here's like this dream that like, you're kind of embarrassed to say out loud because you think people are gonna laugh at you, you know, and imagine what it would be like if you could make that real. And that's exactly what I help my clients do, you know, so it's going to be a flip. But we do have to speak to our clients where they are, right? Because that's, that's essentially what is going to build trust with them. Because they're going to think, oh, well, if she understands me that well, she understands what is going on in my head right now. Like, I know she can help me out of this, right? So it's not, it's not doomsday. It's not like we're, we're telling them that their life is going to go to hell if they don't work with us. It's just like, hey, here's where you're stuck, it sucks, and you don't have to be here anymore if you don't want to. Right? Okay, so, but we want to paint the picture. So if we're talking in symptoms, you know, we want to talk and say we're doing weight loss, okay, Someone wants to lose £30, right? We're talking about, you Know, every. Every so often you take that pair of jeans that's a. That is, you know, the pair of jeans that is your goal weight. And you just try them on to see how far away you are. And every time you take them off and you're like, you know, they don't fit. You can't button them, and you think, why did I do that? Like, it just. It makes me feel like shit. Why did I try them on? You know, and then you spend the rest of your day just feeling super uncomfortable in your body and super disconnected. And then you get really stressed out about how things aren't going your way. And then, you know, you spend the evening, like, snacking on chips and eating ice cream and doing whatever to make yourself feel better, you know, we want to paint the picture almost like we're like, talking about a scene in a movie, right? We want people to be able to say, oh, my God, yeah, I've been there.

Even.

Even if it's a variation of that. You know, maybe it's a dress, maybe it's a bathing suit, whatever. You know, maybe it's not trying on something. Maybe it's getting on the. On the scale, right? Maybe it's hearing a comment from someone, and then we want to talk about the outcome, right? We want to talk about what it feels like to be so in love with your body, to walk into a room wearing something that, you know, makes you beautiful, and to just feel like all eyes are on you in the best way possible. Right? You're not even mentioning weight. You're just talking about that confidence. Because sometimes losing weight is not the answer. Right? But no one's interested in that bit.

Right?

So I want you to take a moment, and I want you to write down a problem as you see it for your ideal clients as the expert, like the root of the problem. And I want you to figure out what are three symptoms that indicate that problem is true. So I want you to do that right now.

It.

And as you're done, just raise your hand or, you know, wave at me so I know when we can come back. Give it a couple more seconds, Okay? And whatever you have is great. Who would like to share first? Dina? Yeah.

I know that you teach us not to do that, but it's. It's probably not good. So the problem is that they don't have a business case, okay? The symptoms are that they struggle to raise funds, they cannot raise funds that reflecting the valuation that they were hoped for, they don't know how to create an urgency, meaning to Come to an investor and get them on the hook. Super interested.

Yeah. Okay, so I want to paint the picture here, right? So let's say they're walking into an investor potential investor meeting, right? And this investor has invested a ton of money in similar businesses in their industry. Like, they are so passionate about this industry, and they love throwing money at this, right? And so they're walking in thinking, oh, my God, like, this investor would be so incredible. They have a lot of connections. They really believe in our cause. We've already gotten some awesome feedback from them about what we're doing. Like, if. If anything is likely to go through, this is likely to go through, right? And so they get in there and they're all excited and they're doing the proposal and they're walking everyone through, and they notice, like, people' eyes are kind of glazing over, right? And the investor that they're trying to get the attention of is starting to look a little confused and a little frustrated, right? And then they get to the point where they're. They open it up to questions, and the questions are not questions that they had prepared for. It's like, oh, shit, like, we. Yeah, okay, well, we can find that out. And they find that, like, they walked in so confident, but now they're scrambling and realizing how unprepared they were. But they also had no idea how to prepare for this, right? And whereas they had anticipated walking out on their way to kind of a victory lunch to celebrate it going so well, they're now heading to a dive bar, have a couple beers before they just really sadly slink on home because it went so badly, right? And maybe. Maybe one of the partners is so angry, right? And they're. They're blaming this person, blaming that person. And the belief that they have is like, well, if that person didn't want to invest and they're super passionate about this industry and they invest in a lot of companies like ours, like, what chance do we have with other investors? Right? So we want to describe exactly what happens for them, because some variation of that will be true for your ideal client. It doesn't have to be exactly true. Scene, like, for the whole scene. Right.

Cool.

Who wants to go next? We don't have to. We're not going to go through everyone. But yes, Rachel.

Okay, so. So it's problem and then three symptoms.

Yeah.

Okay, so you are. But the problem is you are so obsessed with work, you've completely forgotten about taking care of your body or your love life or basically anything outside of work.

Yeah.

And then the symptom, the symptoms I have is you feel like you're perpetually single, you've lost touch with your body, and your personality is morphing into an aerospace bro, and you forget what it is to be a woman.

Yeah.

Okay, cool. So much like, I kind of played that out with Dina. Can you play it out a little bit as if it's a scene?

Okay, so. Okay. I can try.

Yeah.

So you get ready for work, and you wonder what you can wear to just fit in with the culture. And you show up in work, and you're like, your mom jeans and your T shirt and. Or, like, company polo and. Oh, God, this is slightly offensive, but I'm gonna just go for it.

You're in.

You show up to work. Yeah. And your mom jeans and your company polo and are just sort of, like.

No.

Notice yourself sort of morphing your personality to fit in with all the. The boys and men that you're around, and you notice just, like, wanting to, like, even just be one of the boys, and. And there's some part of you that can tell it's not true for you. And then you. You go home and you go to the happy hour with your work colleagues.

And.

Like, get home at night, and. And you're just. And you're tired. You haven't. You haven't made space to tend to yourself, and you're like, you're. You're. You're sad that you're hanging out with so many men, and none of them are an adequate partner for, like, none of them are a romantic interest for you.

Yeah.

Yeah.

So.

So great start. Great start. So how I want to add a little more flavor to this is, like, you know, you wake up, you're hitting the snooze, and, like, you're in the center of the bed, and there's no space for anyone. You're like, oh, it'd be so nice to wake up next to someone. You know, for someone's arm to, like, go around my stomach and kiss me on the cheek as I getting out of bed. Right. And you go and you shower, and, you know, you throw your wet hair into a ponytail, and you dress in clothes that are specifically designed to not accentuate de. Accentuate your feminine right. Because, like, you worked so hard to gain respect at work. Anytime the guys remember that, like, you're a human with boobs, you know, they start acting differently around you, and you feel like the outsider, and you get left out of major decisions on the project that you're on, right? And so you go to work and you spend all day, like, you know, being someone else that fits in with these guys who don't know how to talk to women at all, right? And then you get home and you're so excited to go out with your friends, your girlfriends, who you haven't seen in a long time because you've been so busy working. And you go to get dressed, and it's so weird because you used to love this outfit. This used to be, like your go to, like, feeling hot, really want to go out and meet someone outfit, but it feels like a costume. There's, like, something about it that just doesn't feel comfortable anymore. And you put makeup on, you start questioning, like, oh, God, this is too much. And so you walk out of the house already feeling like you've put on way too much, like you're trying to be someone who doesn't fit you because you've spent so much time pretending to be the dude that that's who you are now, right? And you spend all night, like, feeling uncomfortable, not really sure what to say because all you have to talk about is work. And no one's interested in. In aerospace. No one's interested in the equations you're doing all day and the problems you're solving, right? Because they don't understand the language. You feel left out of the conversation. You feel completely out of touch with your body. And you end up making an excuse to go home early. And you get home and you, like, immediately got into, like, the ugliest pajama set that, like, has holes and, like, looks like crap, you know? And you climb into that and you just pass out alone again, right?

We want to.

We want to play out exactly what that scene looks like.

Don't forget the top of Ben and Jerry's.

Yeah, yeah.

Yeah. Miss Congeniality.

The.

The. The beginning sequence of Sandra Bullock. Totally on par here. Like, pull gifts.

Oh, I've got to watch that?

Yeah.

Okay, cool. So this is hard. This is not something that is going to come to you naturally because you are so in the expert. Speak of what you do, right? You know the root of the problem, you know the solution, right? What we're trying to do is we're trying to break you out of that because your clients or the people who will become your clients don't understand what. That's. How that any of that's relevant to them. What they do understand is their symptoms. And what they do understand is the thing that they daydream about all day that they're not even sure is possible for them. Okay, so we want to be on the outside rather than the inside of this layout. Deal. Okay, awesome. Let's open it up to open Q and A. Who has a question? Who wants to start us off?

I had a quick question about ClickUp. So I, I got, I got my account and I went through like their version of the tutorial or whatever. And so I'm just like, now what? So I'm assuming you're putting together some kind of.

Actually, I'm so glad you reminded me because. Where is it? They just pinged it to me. Okay, blank. Going to pop in the chat. Okay, so I'm going to share my ClickUp so you guys can kind of see how it works. And I'm going to be, we're going to be uploading all this into Heartbeat so you have access to it. So let me share my screen. So what we're all working on is creating a, a reusable, recyclable four month content plan. Right? So that way you just have content that's ready to go and you can just go through every four months and kind of reschedule it and edit it. Right. So how it'll look is anything that you have posted, you're going to put the date that you posted it and it's going to be thrown into the archive and it's going to stay in the archive for four months. After four months it will be returned to this portion which is ready for repost. So that way you're never going to have to wonder and do all the research of like, when was the last time that I posted it? Did I post it last month? Is this going to be super obvious? Right? The other cool thing about this is you're going to be able to do content tags. So Harry Potter is one of mine because I, I love Harry Potter. But anyway, so you could do pain based, you could do my story, my. Why you could do a detail post. Like this is how you're going to break it down so that you can really sort for. Oh, I really want like pain based posts. Right. And then of course the topic. So as you're going through your market research, you know, what are the top themes that people are talking about? Is it relationships? Is it like feeling uncomfortable with their body? Is it weight loss? Is it finding a new job? Right. And so we want to really like hone in on each and every topic that are important to our clients. And then for right now, most of you have only one thing you're leading people to, right? So but as you grow your business, you're going to have a few different programs that you can push people to. Right. So you're going to also be able to say which program. So if you're really, really, really doing a push for, say, a group program that you're launching, you're going to be able to sort through all this stuff and look for things that are specific to your group program and only use that content to push out. And then, of course, at the bottom, you can also have any posts that are kind of in progress, you know, that you started writing and they just need something more or they're not quite ready to go as. As are as they are. But it's just a way for you to keep everything in one place. But, Monica, if you've opened up ClickUp and you have an account, then you should be able to start doing this with your template.

Yes.

I guess my question was, like, exactly what to put in what locations and all of that jazz. So, like, do you have some kind of template that we follow or is it just, you know.

Yeah, so follow the ClickUp. There's. So as we upload it into Heartbeat this week, and we're going to have a video that kind of walks you through that.

Okay. Yeah. So, like, specifically, how do you set the four months and like, all of that type of.

It's already built. It's already set up in ClickUp.

It's already done like that.

Yeah. So if you use this. Yeah, that's what they've been working on. I see, I see.

Okay.

Yeah. So you don't have to worry about figuring out the logic or setting any of that stuff up. You just have to go and input your stuff into the. This template and then it'll automatically go. I see, I see.

Okay.

Yeah, yeah, yeah.

This is incredible. Thank you.

Yeah, I know. It's. It's been really helpful for me. And yeah, like, anything that can help us just be, like, not have to make decisions in our business when, you know, we've already made them previously. Right. So the only thing that's not perfect about it is that it doesn't post for you. So you do have to go in and manually schedule it. But that helps you because when you're posting natively on a platform, you're more likely to have higher engagement. Right. And ideally, you're all going to have the four months worth of content. And actually, let me share that in here for you, Rachel. So you have it. You're all going to have the four months worth of content and every Four months, you're just going to go through and, you know, look at what you have and go through and reschedule it and schedule it for around the same time every morning. So that way you can build a routine around getting online like 10 to 20 minutes beforehand and going and commenting on a lot of people's stuff. So that way people are more likely to see this content. And then throughout the week, you're also posting some personal stuff so people are getting to know you. Okay. So we're drawing them in with the personal stuff so they get to know us and they feel like they're in relationship with us, but then they're constantly being told how we're useful to them. Let me get this. Does that answer the question, Monica?

Yes, it does.

Thank you. Any other questions on this? Yeah, Rachel.

I have two questions and I obviously know I'm like brand new here, so I'm sure this been asked in the past. One thing about this specifically is I don't know that I want to post five to seven times a week.

You don't have to. This is ideal. Like, you know, if you are going to do it full hog, great.

Yeah.

But if you don't want to, I, I Recommend posting like 4 to 5 times at least. You know, but like, if you want to spread it out, you absolutely can. This is your business.

Yeah.

We're designing it so it works for. Right.

Yeah, I just, I'm just feeling like a quality over quantity thing for me.

Yeah, right. And also, you know, if you're content for the next year, all that content can be repurposed for, for like the next four months.

Yeah, right.

So you can set it up so you have all this quality content that you've worked on that goes out and you got more visibility for it.

Yeah, totally. That makes sense. And then I have a question about the initial exercise. So it's not about ClickUp.

Yeah, yeah, yeah.

It just wasn't clear to me. What's the use? Like, what do we use those stories for?

For marketing.

Okay, got it. Okay.

Because our clients, our marketing is always going to be very, like, very different from how we work with clients, especially in the coaching space. Right. Because we understand, you know, process coaching and, you know, getting in touch with your inner leader and, you know, getting rid of saboteurs and things like that doesn't make any sense to our ideal clients. If it did, they wouldn't need it. Right.

Okay.

Yeah.

Thank you. Of course.

Yeah.

All right. What other questions do we have?

How to reinvigorate my leaders Market research first again. But I feel like a CEO wouldn't get on the phone with me unless they understand the outcome.

Okay. Understand the outcome in what way?

Because from the post that I've done so far, only one DM'd me.

Okay, so did they have a way to book the call without DMing you?

Yes.

Okay. Yeah, I mean, CEOs are really busy.

Yeah.

You know, it's gonna take getting in front of them a gazillion different times. Right. So you're just gonna have to keep posting and reaching out to people and asking if they know anyone.

Right. But not to offer anything. Right?

No, no. And, you know, you're. You're basically just asking for help, and if people want to help, they can, and if they don't, they don't have to.

Okay.

You know, if you. If you want to offer them, like a little assessment on. On their pitch deck at the. On the back end, you absolutely can, but don't do something that is going to make you irrelevant.

Okay.

Right. Because I. I know you and I know you're going to give too much. You know, we want to give them just enough so that they can see. Oh, wow. Like, I might actually need some help here.

Yeah. Yeah. And I have another question. Thank you so much for all your feedback, as always, on my proposal. And if I see now the breakdowns, it really helps. And also my intake form, to me, it is just speaking about fundraising that's limiting because I do more.

So that's. But what is the symptom that your clients are struggling with? Like, whatever that symptom is.

For me.

With my knowledge of what you do and your clients, like, that's what. What the words that I would use if there's another symptom that's happening for them.

So there is. And it's. I mean, you're absolutely right. Strategy doesn't mean anything because it's too big. I totally agree. Yeah. But the list is long. Unmotivated employees, like, lack of agile response to rapidly shifting markets, disappointing product launches, the valuation, can't raise funds. That's just, you know, it's a whole list.

Yeah. Yeah. So, but like, so with something like what you do that is covering so much, we have to go for the thing that's the biggest symptom, like the biggest pain point. Otherwise it becomes very confusing. Like, are you a workforce consultant? Are you this? Are you that? Are you going to help us recruit people? Are. Are you a research and development person? You know, it starts sowing some confusion, like when you're when you're writing a whole post about stuff, like all those things are symptoms of this greater problem that they need your help with. Right. And so you can go into a lot more detail in your content, but for an intake form that like where someone has already read what you do and followed your stuff and maybe had an interaction with you and thought, yeah, I need to talk to this lady and like they're going to have a greater understanding of what you help with.

So this is why the grow your business covered it for me. But it's too generic.

Well, remember, it's not necessarily the owner of the business that's going to be coming to you.

CEO.

Yeah, sometimes it's going to be the CEO, but sometimes it's going to be the person who the CEO has pointed to and been like, you need to get this in order.

Yes, yes, yes.

So we need to like however they refer to the business, do they refer to it as a company? Do they refer to it as a startup? You know, we want to get really specific about how they talk about it. For instance, so David Fryman, when he went through this exercise, he went out and he was like, I'm looking to interview entrepreneurs. And he did this and he got a few interviews, but they weren't his ideal clients. And he realized that his clients actually don't call themselves entrepreneurs. They don't see themselves that way. Right. So this is why like you're being iterative throughout your, your market research interviews because you want to understand how they describe themselves and like who is the person who is going to get on the sales call with you? And we want the language to be pretty specific to that because here's what we don't want to have happen is say like the right hand person of the CEO is doing this and they get onto your intake form like, oh well, I'm not the owner of the company, so maybe I can't talk to her.

Okay, so I see that I completely didn't resolve that, you know, challenge for myself. I'm like, you know, like in that graph that I think that I know, but I know nothing. You know the.

Yeah, join the club. Join the club. And of course like you're going to iterate this a million times. It's not going to be perfect. After you one edit.

I absolutely don't understand what I'm doing. This is what I feel. How can I approach it again? So with the stable symptoms, problems, solutions, outcomes and recognize the biggest symptoms. Because even, I mean now when I do my interviews and I did about 20 of them. I didn't ask them. How do you describe yourself? I mean, they're giving the five words.

You can also go to their LinkedIn profile and see how they describe themselves there.

CEO.

Okay, great. Then if they're CEOs, then absolutely. You know, you can say what's your title with the company? You know, but it opens up the door that it's not just the owner of the company that has to do this call.

Right, right, right. It's a CEO, managing director or founder.

Right. And also, you know, we all know. Sorry.

And it's not just a startup. It can be a startup, a middle, a family office, a listed company and an ngo. Because all of them were my clients. Yeah.

So you could also do like a select the box that describes your company the most or the best. Is it a startup? Is it an established company? Is it a family firm, is an ngo, whatever. You know, more information, especially if they're looking for help with this. Now we all, in the work that we do, we know like the, the lasting impact, like the, the incredible impact our work has. Right. So like I know when you work on your relationship with money, you get more comfortable asking for your worth from experience with clients. Like your sex life can also get better. Right. But I'm not listing that in my intake firm form. I'm not saying like how bad is the sex you're having right now?

Yes. And did I do that?

I mean, no, but you're just like list off all the things that you can help with. Like those are consequence of them more clear on their strategy and the stuff. But it's not the thing that they're going to be like signing up with you for. They can sign up for that for, you know, with anyone else.

Oh my God. Okay.

Yeah.

So my. I don't know. Yeah, I'm overwhelmed. But it's okay. It will pass. I need to refine. Thank you.

Of course, will be.

Dina, is it helpful if I give you an example? In my space. Right. I work with like HR professionals who are burnt out or on the edge of burnout. One of the things I really helped them with is with confidence and being able to delegate. But they don't know that that's their problem. So therefore I don't say, come work with me to gain confidence and learn to delegate. That's not the problem. Their problem is I'm burnt out. I have no energy, I'm exhausted. I'm constantly doing everything. So if I were to say I help you with confidence and delegation, it wouldn't click with them. They don't even know they need it.

Yep.

Yeah. This is what I see. Because nobody gives a. About strategy, what it means and its definition. I get it now, but I don't understand what a. What. What the scene. Yeah. Thank you so much for giving me that example. Just that. So, yeah, anyway.

Yeah.

Because unmotivated employees, by the way, they did mention it in the market, but I say that they might think that I'm a workforce help.

Yeah. But you can bring it back to when you have a clear understanding of what your value proposition is and how you can attract more investors. It actually makes you better able to manage your workforce and. And motivate them better so that you're not having to micromanage as much.

Yes.

Right.

You get to connect.

Like, you really do have to be the crazy person who has the cork board and has like the pins and they're making the strings and they're connecting all the dots. You have to be that person. You have to be the person who's like really spelling it out for them. You're spoon feeding it to them.

Oh, my God. Okay, okay. Wow.

Okay.

It's almost like when you have a small child and you're trying to explain to them why it's so important to tie their shoelaces. Like, okay, cool. You might not want to. You might just want to put your shoes on and start running. But here's something that can happen if you don't tie your shoelaces. You know, not only are your shoelaces going to get really dirty and really gross, but you could trip over them, someone else could step on them accidentally, and then you'll fall and then you'll think that they tripped you and then you could ruin the whole friendship.

This is not the first time you're teaching me something that I apply with my son.

So. Yeah.

Wow. Okay.

You really have to spoon feed it.

Yeah. Because even now when I'm starting with my new client, the ngo, the slide and scale, my onboarding, even that word doesn't represent at all what I do. I need to change even that because it.

Yeah, I mean, how you describe what you do doesn't really matter. It's the impact it has on them. It's the symptom and the outcome.

Yeah.

Okay.

Thank you, thank you, thank you.

Is this helpful for everyone?

Absolutely.

Okay, good. All right, what other questions do we have today?

Not really a question, but a quick reminder for a referral link.

Yes, my team is actually putting it together right now. Thank you. Thank you.

What is that referral link.

Yeah, it asks for a referral link.

So like when people ask me, oh, who are you working? Like who's your coach, who you're working with? I want to send them somewhere other than just her LinkedIn. Right.

Like.

Ah, yes, sorry, sorry.

Okay.

Oh, I have a question. If I can testimonials. I. I'm planning to reach out to my CFO that I worked with at Nasdaq listed company and ask for a testimonial and he's happy to do that already, but do I get him to record the video or because you mentioned on the course to ask you about it? Yeah.

Okay, cool. So I'm gonna share another document in the chat. Let me see. So you're gonna have to make a copy of this, but anytime. So here's what I want you to remember is people don't know how to give useful testimonials.

Yes.

Oh my God, Dean, it was so nice and so easy to talk to and oh my God, she was really prompt to our calls and really professional. That doesn't tell anyone. Right. So you want to ask very specific questions about where they were before they worked with you, why they chose to work with you, what the process was like, what are the outcomes, like what are the measurable results they've seen of it and who they would recommend. And here's a document that has some templated language for how you ask people and the exact questions you're asking them. Yeah. So, and then when you get it, it's going to be really long. So you can do it as like a case study. Right. You put it together and, and, and like lay it out and almost do some graphs and some, and some graphics and stuff. Or you could just like take out certain clips of like a really good sentence of she helped me land like you know, a half a million dollar investor, you know, and that started the ball rolling for more people to invest in us.

Okay. Okay. And it doesn't necessarily have to be a video or it would be better.

Not necessarily. It doesn't have to be a video. You know, it's, it's tricky with videos because people get really self conscious doing it on their own. Unless they're doing videos all the time. But I can tell you, like I've meant to do video testimonials for some people and I just forget right when you get to this point when you have more money coming in and you like have all your expenses covered, then I want you to start working with someone like Tommy Merced Parish and what he does is you basically pay him like a monthly stipend and you get a certain amount of video testimonials. And what he'll do is he'll schedule with your client, do a zoom call with them, ask them, you know, questions to really get good answers out of them, and then he'll actually cut to together a testimonial video. That's what I do for my video testimonials. I don't. I don't have my clients do it on their own.

Yeah. Because it looks magical. So I cannot get it.

And that's Tommy.

He's.

He's incredible. But don't invest in that right now.

Thank you.

It's not. It's not going to be something that's going to, like, completely change your business. It's something that's going to be really helpful later. But it. It can wait.

Okay. Thank you so much. All right.

Of course.

All right.

What other questions do we have, Roberto, about testimonials?

If your client is sort of like on the way of kind of like getting that final price that, that they're looking for, but they haven't gotten yet. So at this point, the coaching has helped them, you know, get more clarity and kind of like, more like the. Let's call it the. The softer side of things. Right. The non quantifiable things. What is, what's. What's the best way of capturing that in a way that's, you know, true impact and not just kind of like, oh, you know, it made me feel better.

I mean, trust your client to be able to, like, explain why it's so worth it to feel better.

Okay.

Right. You know, I mean, if you're. If you go from complete hopelessness of this is just my life and it sucks to, oh, my God, like, there are actually opportunities out there and I know how to go after them. You know, I no longer feel completely powerless in my life. I know how to go after the opportunities, of course. Like, I'm still in process, but, you know, they're out there and I'm actively going for them. Like, that is a big jump.

Yeah.

Right. And so there are going to be clients who see that. And. And it also is like, there's a believability factor. You know, if everyone writes a testimonial saying, oh, my God, I signed up with Roberto a month ago, and now I'm getting paid $200,000 more a year and I have three months vacation time, no one's going to believe that check. Yeah, right. One of the best Testimonials I got from a client was a client who worked with me earlier. Early on, she did six months with me, one on one. Never did any of the work. Never did. Like, we'd get on a call and she'd be like, no, I just didn't do the work, and I don't know why. And so we worked on it. She never got a client, obviously, because she didn't do the work. But she wrote me the most glowing testimonial because she was like, you know, I found out through this that I actually didn't want to start a business. And, like, you know, Katie met me where I was. She didn't try to force me to do something that didn't feel aligned. She really helped me figure out what I needed to be. Right. But you know, that's. That's a testimonial that builds trust, Right? Because if I'm sharing a testimonial that's from someone who didn't even get a result and they had a great experience working with me, like, okay, fair enough.

You know?

Yeah.

Yeah.

So.

All right, we have time for one more question before we go into main takeaways and commitments. So who wants to go? Anyone? Bueller? Okay.

I think the. Yeah, just. Just kind of a note for future reference, too. And I don't have any specific questions now, but I know we talked about, like, some of the tech stuff.

I think.

What. I'm momentarily overwhelmed with all of the tech things.

Right.

Like, you had mentioned zapier, and I'm like, okay, how do I get that to work with? Right?

Like, it's like, yeah, yeah. For right now, Yvonne, you need to have acuity set up and a way for someone to sign a contract. Yeah. And that's it. That's like, that's all I want you stressing about. Okay. That's all you need for the next little bit. Okay. You can, if you're gonna send out newsletters, you can literally take, like, download your client list, anyone who's booked an acuity session with you, and BCC them on an email. Keep it. Keep it as low tech as possible for right now. Okay. Because you don't need to be overwhelmed, and it is overwhelming.

Thanks for permission to not do the things on my to do list.

Yeah.

People can't hire you if they don't know that you exist.

True.

And the most simple way for them to find out that you exist is for you to be really consistent on social media and to get out there and network and. And be, you know, your your beautiful self out there in the world. Once you start making the money and you have a consistent influx of clients, that's when we can start stressing out about the more complicated stuff. Deal?

Deal.

Cool.

All right, let's move into main takeaways and. Oh, Rachel, did you have a question? Oh, I saw you go off mood. Okay, awesome. Let's go into main takeaways and what your commitment is for the next two weeks. We're going to popcorn it. So whoever goes first will pick the next person who picks the next person who would like to start us off. I'll go first. Monica.

So my main takeaway from this session is that market research should be iterative. So I do think that I'm at the point, like when you said that a light bulb went off in my head and I was like, I think I'm at the point where I should do some more market research. Now that I know how to build out this content to get people in, I think I need to revisit. Like, am I talking to the right people for real?

Right.

Awesome.

Yeah.

Thank you. And who are you? What's your commitment? I mean, that's kind of your takeaway and your commitment. It sounds like.

Yes, yes, yes, yes. I will. I will put together another market research call for help.

So.

Awesome.

All right, and then who are you picking?

Yvonne.

Thank you.

Thank you.

My main takeaway was through this exercise of symptom, problem solution outcome was a reminder that we don't tell our clients about the sausage making. Right. Like, we don't have to tell them. What I'm going to use on you right now is this process or whatever you think that's a good reminder? Because I think we want to tell people because, I don't know, it shows either authority or, you know, what you're talking about, so they don't need to know what you're doing.

Right.

So that. That's a really good reminder. And then my. My commitment for the next however long is I'm just going to continue to make sure I post every weekday. I really enjoyed the every day, but I'm. I'm going to not do weekends.

Awesome. Thank you. And who are you picking next?

Dina, thank you again. A lot of main takeaways. Yeah, I don't know how to summarize it all. So my commitment is to sit on this table and write down a whole list just to allow myself to brainstorm as much as possible, just even 100 items, and then group them to the main symptoms and main outcomes, and also to commit to get as many CEOs on my interview calls as soon as possible. Yeah, perfect Roberto.

Thank you, Dina. So two big takeaways. The first again very same thing as Yvonne mentioned. Right. Again the reminder of don't get into the sausage making, don't talk. How are you going to solve this whole thing? You know, really just dig deep into the symptoms and similar, similar as Deni saying because posting and all of this continues to be my biggest bottleneck. I think I need to actually sit down and this is going to be my commitment. Really sit down and actually do this by hand instead of like sitting down and trying to write a post right off the bat. You know, just put a bunch of ideas what are the symptoms and just line it out, make it, make it easy. And the second big takeaway came very much in the, in the end which is yeah, give myself permission to like you know, if I don't post one day or two days, you know, no big deal, you know, it happens. So. So take that pressure off and show me parents.

Commitment.

Yep. So commitment is going to be you know, outline more stuff than the week and just not jump straight into, into crafting the perfect post. So good. Now I leave it to Rachel and.

Rachel, if you don't mind adding just a little intro for yourself.

Oh yeah, totally.

Okay.

So I'll start with my commitment. I in the next two weeks I want to do at least I don't think I'm going to have all 50 scheduled for market research but I think I'll, I'll have. But my goal is to have or my commitment is to have 50 reach outs completed.

Awesome.

Including a few people like I would say like 10 people who feel like sort of like stretch clients or people that I really want to work with.

Yeah.

And then yeah. About me. I am a former space executive. So I was running a human space flight non profit company that basically sponsored people to go to space. And yeah, there's lots more that I could say about that. It was really amazing. I did it from 2017 up until like two months ago. And yeah, and we successfully sent multiple people, multiple people to space. Made global headlines, you know, like speaking on stages all over the world. And all the while I was doing like a lot of really deep personal development work. And part of it, I would say part of it was like really claiming the magic that it is to be a woman. And so that's sort of where my passion has gotten. It's sort of it like feels like a continuation of my former work because like the why behind that is the same as the why behind the coaching, but it's just a very different expression of it. Yeah. So I've been, like, slowly building my coaching business. My rates are way too low. I have eight clients. You know, I see really great results, and I just felt like it was just time for me to have someone tell me what to do, essentially. And.

Yeah. So I just.

I feel really excited, and I have a lot of ideas, and I feel excited to have, like, an accountability group and some support and building it.

Yeah.

Awesome. Well, it's so great to have you here. And I have to tell you, I was thinking about you last night because I went to the beach to do some stargazing with a friend, you know, which is not my normal. I was just like, okay, cool. Like, let's grab ice cream and do this. And I saw the rocket that shot out of Cape Canaveral last night. Like, saw it, like, flare up as it was crossing the Earth's atmosphere. And I've never seen anything like that before. And, like, I was like, is that a UFO or is that a rocket?

Yeah, that. That had humans on it, actually. Yeah.

Yeah, I looked it up, and it was, like, carrying satellites into. Into space or something. For Starlink, I think it had humans.

I could be wrong.

Okay. I don't know.

I don't know. Yeah, you would know better than I would. So.

Yeah, someone told me it had humans yesterday. I could have misunderstood, though. But anyways, yeah, that's so cool. Where are you based again?

Cape Cod.

Okay.

Whoa.

Oh, you're in. Cape Cod.

Is, like, northeast, so I'm from Cape Canaveral because I think I really went down a deep dive. So they use the Earth spin to, like, help propel them further.

Anyway.

Fascinating.

So, yeah, amazing. And I. I grew up spending summers in Cape Cod.

Oh, no kidding. Whereabouts?

Yeah, different places. I, like. I forget right now.

No one really remembers, but. Yeah.

Yeah. Like, where the tourists go. Yeah.

Where the what?

Where the tourists go everywhere.

So. Okay.

Yeah, yeah, yeah.

Awesome.

Cool.

Well, any questions anyone has, you know where to find me in Heartbeat. We have Brave Biz Labs on Friday at 11am we have Monday Sprint, and then we have a sales lab next Wednesday at 1:00pm okay. So, Rachel, if you haven't done holistic selling the videos by then, it'll be really helpful to do it before that call if you're planning on coming, because then we can really work on your sales call.

Okay. Okay, I can do that.

Yeah.

All right, thanks, everyone. I'll. I'll see you soon.

Okay, thank you.