0:00

I'm going to cut straight to the

0:00

chase. This has not been the

0:04

year that I thought I was going

0:04

to have. And I know that's the

0:08

case for so many people in the

0:08

world right now. But my weird,

0:12

almost pear shaped year has

0:12

nothing to do with what's been

0:17

going on in the world and

0:17

everything to do with me, and

0:20

how I approached the year and

0:20

then how things have just come

0:25

up, that sort of threw me off

0:25

course. But this year, despite

0:29

not being the year I'd kind of

0:29

hoped for has actually been the

0:33

year that I needed, very

0:33

powerful, so much clarity has

0:37

come from it, I feel like I have

0:37

leveled up as a business owner,

0:42

but also as a coach, because I

0:42

have so much more to offer so

0:46

much more, with hard earned

0:46

wisdom, and insight. And so even

0:50

though I have a whole bunch of

0:50

other episodes that I'm planning

0:55

on recording, I decided to kind

0:55

of go off book today and restart

0:59

the podcast with an episode of

0:59

five of the most powerful

1:03

lessons that came out of this year.

1:05

Not all of these I've kind of

1:05

learned myself, but also through

1:09

the observations that I've made

1:09

of the clients that I've been

1:13

working with. Because I

1:13

definitely noticed that there

1:17

are a lot of patterns. As much

1:17

as we all have our own business

1:21

models and challenges and all of

1:21

those kinds of things, there are

1:25

just certain things that are

1:25

relevant to all of us. So that

1:29

is what I'm going to be talking

1:29

about today. Welcome to the seen

1:33

heard paid podcast, where we

1:33

believe that success isn't just

1:37

about what you need to do. It's

1:37

about who you need to be. I'm

1:41

your host, Kat Elizabeth. And

1:41

each week, I'll be bringing you

1:45

practical advice, honest stories

1:45

and occasional dose of tough

1:49

love to help you go from

1:49

industry's best kept secret to

1:52

in demand brand. So you not only

1:52

get paid to do what you love,

1:56

but can build a platform that

1:56

creates meaningful positive

2:00

change, and inspires the people

2:00

around you to do the same. Let's

2:04

get into it. So welcome back. It's been a

2:05

minute. And is it weird if I say

2:09

that I've missed you. Believe it

2:09

or not recording this podcast is

2:14

actually like, basically my

2:14

favorite thing to do in my

2:17

business. And yet, I've not been

2:17

doing it. And there's so much to

2:22

this, but essentially, this year

2:22

has been one where I have been

2:26

really pushed to the edge. Okay,

2:26

I reached my sort of, while I

2:31

was I guess I ran out of

2:31

bandwidth to do much at all. And

2:35

due to multiple things

2:35

happening, like the first half

2:38

of the year was really about

2:38

some physical health challenges.

2:43

And then the second half of the

2:43

year was a whole nother kettle

2:47

of fish. But what I ended up

2:47

finding this year was that I had

2:51

just enough to get through the

2:51

absolute basics. And for me, the

2:56

basics was really just about

2:56

looking after my clients. So the

3:00

one on one work that I had

3:00

signed on, like I started the

3:04

year very busy and overbooked,

3:04

which was potentially part of

3:08

the problem, why I ended up

3:08

having some health challenges.

3:12

And then also the clients that I

3:12

have inside of the Academy, I

3:16

ended up going on this journey

3:16

of really looking at wherever I

3:21

was coming unstuck or getting

3:21

stuck in the program where there

3:25

were gaps in people's knowledge

3:25

where the the mindset challenges

3:30

were coming up. And I basically

3:30

dedicated the second half of

3:34

this year to reworking the

3:34

program and reworking my

3:38

framework as a whole. Because I

3:38

had made certain assumptions

3:42

about what kind of help people

3:42

needed from me. And I built the

3:46

program around that and then

3:46

having enough people go through

3:50

the program showed me that all

3:50

there are so many other ways I

3:55

can help. How do I make this

3:55

make sense and and not have it

3:59

be completely overwhelming. So

3:59

it's been a really interesting

4:03

year and one where I've spent so

4:03

much time behind the scenes. And

4:08

so, you know, to you on the

4:08

outside, it may seem like I've

4:12

just kind of gone dead, gone.

4:12

Gone absolutely quiet.

4:16

But I kind of explained it to my

4:16

email list last week, if you're

4:20

already on it, you know this,

4:20

but I was explaining that. It's

4:24

like I've been in this season of

4:24

my business that's kind of the

4:28

equivalent of a caterpillar that

4:28

goes in like, you know, creates

4:32

the chrysalis. A lot of people

4:32

like to say cocoon cocoon is

4:36

technically what happens if it's

4:36

going to become a moth. So I'd

4:40

much rather use chrysalis

4:40

because that's about becoming a

4:43

butterfly. If you prefer to have

4:43

a cocoon in your head, that's

4:47

fine. But basically what happens

4:47

is like we say these three

4:51

stages of the you know, the

4:51

caterpillar has kind of I guess

4:55

life cycle where it's like it's

4:55

a caterpillar, and then it's a

4:59

chrysalis and then it's a

4:59

butterfly and we don't really

5:02

think about what is going on.

5:02

for it to go from like, I mean,

5:06

have you really stopped to think

5:06

like a caterpillar is one

5:10

creature a butterfly is a

5:10

different creature. They they

5:14

function totally differently,

5:14

they look completely different.

5:17

What do you think actually has

5:17

to happen in order for an you

5:21

know an insect or it's not

5:21

really an insect? Is it like a

5:25

creature a living thing to go

5:25

through such a dramatic change?

5:29

Well, I kind of have felt like,

5:29

that's been my business this

5:33

year. It's like, I'm in this

5:33

process of going from the

5:36

caterpillar version of my

5:36

business. And I'm on the way to

5:40

the butterfly version. But here's the thing. Did you

5:41

know that when the caterpillar

5:45

goes into chrysalis mode, it

5:45

actually basically turns to goo.

5:49

In the middle of that chrysalis

5:49

like it melts down, like, kind

5:53

of just like, just turns into

5:53

nothingness. Like there's no

5:57

form, there's no shape, like, I

5:57

saw someone referred to it as

6:01

like Caterpillar soup. Okay, so

6:01

if you like, cracked it open,

6:05

while it was in the middle of

6:05

that process, goo would just

6:08

come out like it's a mess, kind

6:08

of gross. But then somehow,

6:12

miraculously, it ends up re

6:12

forming, turning into a

6:15

different shape turning into

6:15

something absolutely majestic

6:19

that everyone sort of like has

6:19

up on a pedestal like from like,

6:23

no one's like dreaming about

6:23

caterpillars and how beautiful

6:27

they are. But then once it's a

6:27

butterfly, it's like, oh, but it

6:31

has to go through this really

6:31

slow, uncomfortable, almost

6:35

disgusting process to get there.

6:35

Well, this year for me felt a

6:39

bit like that, I felt like I

6:39

turned to goo, or at least the

6:43

business turned to goo. And I

6:43

had to just be okay with it. It

6:46

was like I knew there was no

6:46

more rushing, there was no more

6:50

cutting corners, I reached that

6:50

point of like, okay, the only

6:54

way through this is to just

6:54

like, wait it out and take it

6:58

day at a time. And part of that

6:58

lesson came from being slowed

7:02

down so much through my physical

7:02

challenges.

7:05

Like when I was struggling with

7:05

that health stuff, like my brain

7:09

wasn't functioning properly, I

7:09

had such extreme brain fog and

7:13

such extreme fatigue, that I

7:13

couldn't do anything except, you

7:18

know, just barely get through a

7:18

day. And for someone who was

7:22

used to rush, rush, rush, rush,

7:22

rush, like everything is always

7:26

rushing and high energy, like

7:26

that was a huge change. So

7:30

naturally, by God being put

7:30

through something that slowed me

7:35

down so much, and forced me to

7:35

kind of change pace and change

7:39

the way I approach my day, my

7:39

week, my work, obviously, a lot

7:43

came out of that. And so I've

7:43

kind of boiled it down to five

7:47

really key things. And some of

7:47

these were like the thing, the

7:52

really painful lessons, though,

7:52

like, oh, done, like, what have

7:56

I done. And some of these were

7:56

just like happy realizations and

8:01

things that happen kind of

8:01

naturally. So let's just dive

8:05

straight into this. This very, I

8:05

mean, this, I feel like this

8:09

episode almost lacks form. It's

8:09

a bit Caterpillar gooey. But

8:13

what better way to just like,

8:13

throw myself back out there, and

8:18

start recording again as if

8:18

nothing's changed. Okay, so the

8:22

first huge, big nugget that came

8:22

out of this year, was really

8:26

understanding the importance of

8:26

focus. Now that sounds really

8:30

boring, right? What I mean by

8:30

this is that, I started to

8:34

notice that I had so many things

8:34

that I was trying to do, that I

8:39

was constantly picking things up

8:39

putting things down, I had this

8:43

trail of unfinished projects

8:43

behind me and I was just just

8:47

flitting from thing to thing.

8:47

And it's like, I managed to keep

8:52

up with all of that stuff, just

8:52

last year, when I had more energy.

8:56

But this year, the thought of

8:56

having so much going on, it just

9:00

exhausted me completely. And so

9:00

what really happened is because

9:04

I had less energy to be keeping

9:04

up with all of these different

9:07

things, it meant that I kind of

9:07

stopped doing most, as in, you

9:11

noticed, I was very inconsistent

9:11

on the podcast, I've had huge

9:15

periods of radio silence. I have

9:15

not published a YouTube video

9:18

video all year. I've barely been

9:18

sending out emails, I've barely

9:22

been on Instagram. It's like,

9:22

every single thing felt like too

9:26

much. Now maybe if I was

9:26

committed, I had absolute laser

9:29

focus. And I knew that the only

9:29

thing I was trying to do was

9:32

just the podcast, maybe I would

9:32

have kept publishing. But I was

9:36

like, oh, there's just so many

9:36

things to do. I just can't do

9:40

any of them and then just like

9:40

fell in hate. And the same thing

9:43

happened with my my office

9:43

suite. So, so many different

9:47

ways of helping people that it

9:47

just got to be completely

9:50

overwhelming. I didn't. I didn't

9:50

build momentum with any of them.

9:54

It's like, I would have clients

9:54

coming to me going can you help

9:57

me this way? And I'd go yes.

9:57

Yes, of course I love like,

10:01

you're awesome. Like your dream

10:01

client. Of course, I'll help you

10:04

this way, I was kind of swayed

10:04

because I wanted to work with

10:08

the person so much. I was

10:08

allowing myself to just help

10:11

people in any shape or form. And so it felt like for the

10:13

whole year, I was running

10:16

multiple businesses. I hadn't

10:16

really optimized anything at

10:19

this stage, like I was still, I

10:19

felt like I was still in limbo

10:23

with the academy, like, I'd only

10:23

just kind of relaunched it in

10:27

January before I realized, oh,

10:27

my gosh, I really want to change

10:30

the, like, I want to change the

10:30

framework. And I want to change

10:34

the way I bring people on board,

10:34

I want to change the length of

10:38

the program, the amount of

10:38

support in the program. So that

10:41

was on my mind, I had some like,

10:41

I had one on one coaching

10:45

packages. And that kept kind of

10:45

shifting, but I didn't give

10:48

myself the time and space to

10:48

figure out what I really wanted

10:52

it to look like. And then I was

10:52

still taking on copywriting

10:55

clients and launch strategy. And

10:55

like all of these bits and

10:59

pieces. And as a result, you

10:59

know, I really did, I got to the

11:02

middle of the year. And because

11:02

of the burnout, like I was

11:06

really starting to try and say

11:06

no to things and I wasn't

11:09

bringing on new clients. But as

11:09

things started wrapping up, I

11:13

had this moment of panic of

11:13

like, oh my gosh, like, my

11:16

revenue has been coming from so

11:16

many random sources. But I don't

11:20

have like that one source where

11:20

I feel completely confident like

11:24

this is predictable. Like, I've

11:24

got this down to a fine art, I

11:27

know I'm going to be, you know,

11:27

just signing people up for this

11:31

one thing while I sleep, because

11:31

I had, you know, like five mini

11:35

courses. And I have this program

11:35

over here and these over here.

11:39

And so what I saw is that, at

11:39

mid this year, I really felt

11:42

like in some ways my business

11:42

was in the same spot. It was 12

11:46

months ago, I hadn't built the

11:46

traction that I really was

11:50

dreaming about last year,

11:50

because I hadn't picked my thing

11:53

to focus on. Okay, so I had my

11:53

own wake up call here. But then

11:57

I also started noticing the

11:57

struggle with a lot of my

12:00

clients as well. So especially

12:00

with the newer entrepreneurs,

12:04

when you're drowning in ideas,

12:04

and you want to just like put

12:08

yourself out there and you want

12:08

to bring your dream business to

12:12

life. The temptation is to

12:12

create all the things like I saw

12:15

multiple freebies like like one

12:15

person could have like multiple

12:19

freebies, a digital product,

12:19

three different versions of

12:23

their high ticket offering. And

12:23

they were wondering why they're

12:27

confused and overwhelmed when it

12:27

came to trying to market

12:30

themselves. They didn't know

12:30

what to talk about. They didn't

12:34

know like they hadn't optimized

12:34

anything like there was just so

12:38

much going on. And the people

12:38

that I saw succeeding, we're the

12:42

ones who have been focusing on

12:42

the one offer for the last two

12:45

years, like I've got clients

12:45

that I started working with when

12:49

I first launched the personal

12:49

branding product, a project like

12:53

more than two years ago now. And they are really finding

12:55

their stride this year, because

12:58

they've had the one offer the

12:58

whole time. And funnily enough,

13:02

like I look back on when I was

13:02

first get like building momentum

13:06

as a copywriter and was like,

13:06

wow, like, in my first year as a

13:10

copywriter, I was fully booked

13:10

out. Because all I did was just

13:14

like, write website copy for

13:14

people. I just got client after

13:18

client after client and I'd

13:18

write website copy. Now not to

13:22

say that I was necessarily

13:22

having the best time like I was

13:26

a bit bored. It's not really a

13:26

statement on, you know, like,

13:29

all the other kinds of

13:29

fulfillment and satisfaction

13:33

that you get from work. But I

13:33

was making steady income. And I

13:37

can't remember if it was my

13:37

second year, but I'm pretty sure

13:40

in my second year, I made almost

13:40

$100,000 Just writing website

13:44

copy. Still without marketing

13:44

myself like no Instagram, like I

13:48

didn't have a podcast or a

13:48

YouTube channel. I didn't have a

13:52

website like I had, I had a

13:52

portfolio and lots of

13:55

testimonials. And that was my

13:55

focus because I didn't I wasn't

13:59

distracted by everything else

13:59

that was going on. Because that

14:03

is definitely what I think

14:03

happening these days is we're so

14:07

spoilt for choice. Everyone is

14:07

selling their latest tactic and

14:11

the thing that you need to have

14:11

in order to succeed that we get

14:15

very FOMO we, we get distracted,

14:15

we get this shiny object syndrome.

14:19

And instead of just having one

14:19

one goal, which is I just want

14:23

to land this many clients for

14:23

this one offer. We're trying to

14:27

do all the things and build a

14:27

business that's years ahead of

14:30

where we need to be. Because we

14:30

think we need to. So bringing it

14:34

I guess bringing it all back

14:34

around like what I've really

14:38

sort of come come to the

14:38

conclusions around for how I'm

14:41

approaching things differently

14:41

in the new year is that I am I'm

14:45

trimming the fat. I am

14:45

eliminating a whole bunch of my

14:49

office and for some of the stuff

14:49

that I've already created, but

14:52

like isn't completely optimized

14:52

yet. I'm just allowing it to sit

14:56

I'm really narrowing down and

14:56

focusing on my hero offers my

15:00

signature offers like, which is

15:00

seen heard paid Academy, and my

15:04

one on one coaching, because

15:04

those are my babies like those

15:08

are the things that get the

15:08

biggest results, those are also

15:11

going to be the things that

15:11

generate the most revenue. And,

15:15

you know, if all I'm doing is

15:15

bringing in clients for those

15:19

things, suddenly my yield looks

15:19

very different than if I'm also

15:23

trying to take on clients for

15:23

five, seven different other

15:26

kinds of things. And I heard

15:26

this, um, said beautifully

15:30

recently by it's, um, Justin and

15:30

Sara of wake up to freedom, they

15:34

were talking about the benefits

15:34

of a boring business model, and

15:38

how like, so many entrepreneurs

15:38

like we want it to be creative

15:42

and exciting, and all of that.

15:42

But you get to be creative and

15:45

have excitement and adventure

15:45

when you have freedom. And

15:49

freedom comes from simplicity in

15:49

your business. So my whole thing

15:53

for next year, my 2022, or feels

15:53

really weird to say that is

15:57

about simplicity, less is more,

15:57

I'm going to double down on the

16:01

stuff that I love, and allow the

16:01

other stuff to fall away and

16:04

stop worrying about all the

16:04

FOMO. Knowing that I'm going to,

16:08

you know, in time, I can do all

16:08

the things that I want to do.

16:12

But right now, this is my, these

16:12

are the resources I have, this

16:16

is the you know the bandwidth

16:16

that I have. And I'm going to be

16:20

okay with that. So this is I'm planting a seed

16:21

now, because I'm going to be

16:24

talking more about this moving

16:24

forward. But I've already talked

16:28

too long on this one point

16:28

because I've literally got my my

16:32

post it note with the other four

16:32

things. So I will move faster

16:36

now. But this is a really big

16:36

one. Because I think it was the

16:39

toughest lesson that I had to

16:39

learn it was a really tough pill

16:43

that I had to swallow to have

16:43

that wake up call to go. Are you

16:47

actually where, like if you had

16:47

continued that momentum where

16:51

you were at last year in the

16:51

business, like you should be

16:54

somewhere else this year? Why

16:54

you Why have you plateaued? And

16:58

yeah, really having to accept

16:58

that it was my choices that

17:02

allowed me to plateau by trying

17:02

to do too much to try and do all

17:06

the things and be all things to

17:06

all people. I've kept my own,

17:09

you know, potential, and I've

17:09

slowed down the growth of my

17:13

business. So I'm glad I learned

17:13

it as painful as it was. But I

17:17

am really excited about sort of

17:17

unleashing, all hell next year

17:21

because I have so much more time

17:21

and energy when I'm you know,

17:25

spreading myself like where I'm

17:25

not spreading myself so thin.

17:28

Okay, so tough lesson number two.

17:31

And this is one that I'm really

17:31

focusing on in, you know, with

17:36

my clients as well as they're

17:36

building their brands like I'm

17:39

literally I had to insert an

17:39

entire lesson inside sainthood

17:42

paid Academy on this. And that

17:42

is the importance of financial

17:46

safety. We are very like all or

17:46

nothing, often when we're trying

17:51

to build our brands. And we feel

17:51

like, I just need to dive in the

17:56

deep end. And just like It's

17:56

sink or swim like and that's how

17:59

I'll succeed. And look,

17:59

sometimes that works. But I'm

18:03

telling you right now, that if

18:03

you do not have financial safety

18:07

while you're trying to build

18:07

your brand, it is going to be a

18:10

really stressful journey. And

18:10

you're going to struggle to show

18:15

up in the way that you need to

18:15

in order to experience

18:18

incredible results, like your

18:18

magnetism really gets muted,

18:24

kind of blocked. When you're so

18:24

panicked about money and landing

18:29

clients like you, you start

18:29

approaching things differently,

18:33

you kind of smell of

18:33

desperation, and it's just no,

18:36

it's no way to live. And so I

18:36

even had to learn this the hard

18:39

way this year, because I

18:39

realized that, you know, I, I

18:43

kind of kept counting on all

18:43

this money coming in, but really

18:47

never stopped to think about

18:47

where how I was earning the

18:50

money. And realize how much of

18:50

what I was earning was time

18:53

based, like just a timing, you

18:53

know, time for money type

18:56

exchange so that when I didn't

18:56

have energy, and I didn't feel

18:59

like I could do any more of that

18:59

kind of work.

19:02

I didn't have any sort of like

19:02

cushioning for myself, I hadn't

19:05

set aside big chunk of, you

19:05

know, change so that I could

19:08

take a break. I didn't I hadn't

19:08

optimize any of my passive

19:12

offers. So I couldn't predict

19:12

how much I was going to make

19:15

from courses like I people, I'll

19:15

just wake up some days, and I'll

19:18

see that people have bought

19:18

stuff. And I'm like, Yeah, but I

19:22

can't just say like, Oh yeah,

19:22

I'm pretty sure that every week

19:25

I'm going to sell three courses

19:25

like that. So that really

19:28

affected my ability because I

19:28

suddenly then felt trapped. And

19:32

it was like, Well, I either have

19:32

to get down to nothing in order

19:35

to then make space for the new

19:35

thing or I have to just keep up

19:39

stay in this cycle of taking on

19:39

work that I don't want to take

19:42

on like it's just not fun. And

19:42

no one ever really told me this

19:46

earlier on in business like no

19:46

one explained what financial

19:49

safety even really means and how

19:49

much freedom that that can

19:53

create how much like freedom of

19:53

choice, freedom to take time

19:56

off, and freedom for things to

19:56

take time and it'd be okay. If

19:59

everything If you're in this

19:59

desperate rush to succeed,

20:02

because you feel like oh my

20:02

gosh, if I don't build my brand

20:06

and land this many clients by

20:06

this date, I'm screwed. Wow,

20:09

that is not like that is not

20:09

magnetic energy right there. And

20:12

so I have seen, yeah, just so

20:12

many clients approached this

20:16

backwards of just diving in

20:16

creating, like making it very

20:19

unsafe for them and just feeling

20:19

like they had to single single swim.

20:23

Because there's this shame in

20:23

holding on to your day job, or

20:26

holding on to clients that you

20:26

know, not do it that aren't

20:29

really giving you the work that

20:29

you really want to be doing. But

20:33

like, what if you sold them as

20:33

investors in the future of your

20:37

brand? And what if, you know,

20:37

they allowed you to spend the

20:40

next 12 months, creating

20:40

something really magical and

20:43

building momentum and, you know,

20:43

building community, so that when

20:47

you want, we're ready, and

20:47

you're feeling like, Okay, it's

20:50

time I'm going to launch

20:50

something like, it's a

20:53

completely different experience.

20:53

It's just from a place of

20:56

excitement and joy and curiosity

20:56

instead of panic that what if

21:00

this doesn't work? So financial

21:00

safety is a huge one that I just

21:03

don't think enough people are

21:03

really talking about or thinking

21:07

about in their brand building

21:07

journey. And, you know, I and I

21:10

think if you if you are kind of

21:10

struggling, like when, if you

21:14

have this like love hate

21:14

relationship with, you know,

21:17

social media, or if you're

21:17

feeling triggered when you show

21:20

up? Sometimes that's a good

21:20

place to look of like, Could it

21:24

be that I'm putting so much on

21:24

this? Because I feel desperate

21:27

to get results? Or am I actually

21:27

showing up because I really want

21:31

to, I won't go any deeper into

21:31

that one. It's a huge topic. But

21:34

let's move on to number three,

21:34

creating offers that actually

21:38

support you. So you know how I

21:38

talk about you will hopefully

21:41

you've heard me talk about this

21:41

self belief strategies support.

21:45

So that's my s cubed framework.

21:45

And I'm always looking at how I

21:48

can teach everything through

21:48

that lens. So when we first

21:52

start landing clients, often all

21:52

we think about is like sweet,

21:55

they're paying me like I have a

21:55

client. And there is not much

21:59

thought into Okay, but how are

21:59

you supporting them? How are you

22:02

serving them? And what does this

22:02

actually look like? What level

22:06

of support like what is included

22:06

in this offer? How much time is

22:09

it going to take? Are you charging enough that you

22:10

can, you know, like not be

22:15

working 40 hours a week, like we

22:15

often there's like a lack of

22:18

strategy that goes and

22:18

intentionality that goes into

22:21

building out your offers,

22:21

because it just feels so good to

22:23

have anyone pay you. And I

22:23

totally, I totally get that. But

22:28

as you know, now that I'm a

22:28

couple of years into my coaching

22:30

business, I can even see how,

22:30

you know, something that I used

22:33

to see is like, oh, my gosh, I'm

22:33

charging so much money for this.

22:36

Over the years, I've tracked

22:36

just how much time and energy

22:39

goes into my work with one on

22:39

one clients and gone whoa, this

22:43

isn't sustainable. No wonder I'm

22:43

burned out like I'm charging

22:45

this much. But I can only

22:45

maintain like, let's say five or

22:49

six clients one on one at a

22:49

time, because of how much I give

22:53

them, well, then that means I

22:53

can only earn this much money,

22:56

because like I'm capped. So I

22:56

have like so this is the big

23:01

shift that I've really made in

23:01

my framework is that I used to

23:05

assume that people would come

23:05

into the academy already having

23:08

their offers in place. And then

23:08

my job was to just help them,

23:11

like, do the branding piece, do

23:11

the marketing piece. But I now

23:15

see that offer development is so

23:15

pivotal, like it's so crucial at

23:21

this at the core of your entire

23:21

brand. And business is your

23:26

office.

23:27

And we have this like there are

23:27

tool of positioning, like you,

23:31

if you create your office,

23:31

right, you can already help

23:34

it'll help you stand out it will

23:34

help you be more magnetic, but

23:38

also it's going to determine how

23:38

much money like how profitable

23:42

your business is. Because

23:42

depending on how you create your

23:45

office, you can either be you

23:45

know, making great money for

23:49

minimal time or ending up with a

23:49

terrible hourly rate. And, you

23:53

know, none of this has to do

23:53

with your clients like for them.

23:57

This is about figuring out how

23:57

do we make the offer high value.

24:01

So it's not like about

24:01

overcharging or undercharging

24:04

it's just about really

24:04

understanding what goes into

24:07

these offers, and making sure

24:07

that you're charging

24:10

accordingly. But then also

24:10

knowing that you don't have to

24:14

package your offers the way the

24:14

person next to you does in your

24:18

niche. I have now cycled through

24:18

every kind of offer like I've

24:22

done VIP days and coaching

24:22

packages and you know, short

24:25

sessions and retainers and

24:25

project based work and group

24:28

programs and like all of the

24:28

things and I really understand

24:32

now just how how much how much

24:32

freedom and flexibility we have

24:36

to build offers that actually

24:36

support our energy levels, our

24:40

ways of thinking, our ways of

24:40

working and still providing like

24:43

no matter how they package, we

24:43

can do that in a way that

24:47

completely blows our clients away.

24:49

But it needs to start with self

24:49

awareness of like what is the

24:53

business that you want to run?

24:53

How do you want your week to go?

24:56

And then starting to go kart

24:56

Okay, so what's the

24:59

transformation? What am I

24:59

needing? To deliver my client,

25:02

okay, what's the happy medium

25:02

here? And what do I charge for

25:06

it. So there's so much to it,

25:06

that I literally have an entire

25:09

like of my four pillars inside

25:09

of the academy. One entire

25:13

pillar is offer development,

25:13

which also ties into the focus

25:16

piece that I was talking about

25:16

of where I'm really actually

25:20

forcing people. It's like, if

25:20

you have not nailed one, offer

25:23

your signature offer from start

25:23

to finish, and you haven't

25:26

optimized it and you haven't had

25:26

enough people through it yet,

25:30

you don't have social proof for

25:30

it yet. Stop. And you're not

25:34

create any more offers, don't

25:34

even create your freebie focus

25:37

on the offer first, because that

25:37

is the thing like that you're

25:41

going to be known for, that's

25:41

going to be the thing that like,

25:44

simplifies everything and helps

25:44

you make money, and then we can

25:48

go from there. So long story

25:48

short, don't ignore your offers,

25:51

when it comes to thinking about

25:51

your brand marketing and

25:55

business strategy. They are

25:55

absolutely pivotal.

25:57

Even if you're in an industry

25:57

where you're like, oh, everyone

26:01

does the same. I am betting you,

26:01

I will eat my hat if I'm wrong,

26:05

that there is a way of doing

26:05

this that supports you doing it

26:09

your way, even if on the

26:09

surface, even to your client, it

26:13

looks like you're doing it the

26:13

same as everyone else. But

26:16

although really, we want to make

26:16

sure it doesn't look like you do

26:20

it like everyone else, because

26:20

that helps you stand out. So I

26:24

think that's enough about that.

26:24

I feel like I got really worked

26:28

up about this topic, which tells

26:28

me I probably need to do an

26:32

entire series on offer

26:32

development. But stay tuned for

26:35

that one. Lesson number three

26:35

was all about understanding the

26:39

power of systems and structure.

26:39

Because again, as a creative

26:43

person, who you know, is I would

26:43

say that I'm someone who's quite

26:47

flowy in the moment,

26:47

inconsistent, intuitive, not

26:50

super structured. And yeah, any

26:50

of those things I've never have,

26:54

I mean, I've always kind of

26:54

flown by the seat of my pants,

26:58

let's be honest. And I think so

26:58

many new entrepreneurs do as

27:02

well, because you can kind of

27:02

get away with it, when you're

27:05

completely solo, this is less

27:05

than a couple of times over

27:09

because the first time that I

27:09

realized that this lack of

27:12

systems and structure wasn't

27:12

even an issue was when I brought

27:16

on my first like, sort of like

27:16

consistent assistant as in like

27:20

I had, you know, had them

27:20

working for me, you know, five

27:24

hours a week consistently. And I actually it was before

27:25

that it was when I tested out

27:29

trying to work with other

27:29

people. And it didn't end up

27:32

working out because I didn't

27:32

know what to give them like I

27:35

didn't have structures in place

27:35

to say, Oh, can you just like go

27:39

do this thing for me. I was

27:39

like, Oh, how do I explain it

27:42

like I, I don't even know how to

27:42

tell you what to do, because

27:46

I've never documented documented

27:46

it for myself. And so I ended up

27:49

just like having a lot of failed

27:49

attempts of working with people.

27:53

And then I finally started

27:53

working with someone like long

27:56

term. And thank goodness, like I

27:56

found someone who was good at

28:00

developing systems, so that we

28:00

ended up being a bit more of a

28:03

collaboration. But what I

28:03

realized is I kept my own growth

28:07

because I couldn't outsource

28:07

like, because I was trying to do

28:10

it all myself. And I felt like I

28:10

had to because I just didn't

28:14

know how else to approach this.

28:14

I kept myself from outsourcing

28:17

things, and therefore saving

28:17

time and creating a more

28:20

profitable business structure

28:20

for like, way too long. Okay.

28:24

But then the other place that I

28:24

noticed that this was an issue

28:27

is like really seeing this year

28:27

and how just elbow grease, just

28:31

like white knuckling it wasn't

28:31

enough like in the past, maybe I

28:35

would have been able to force

28:35

myself to get things done.

28:38

And I was you know, working

28:38

longer hours and through the

28:41

weekends to just catch up and

28:41

just make things work. This

28:45

year, it just didn't work like

28:45

that. That wasn't an approach

28:48

that I wanted to take or could

28:48

take. Because I just had so

28:52

little in me and not having any

28:52

sort of systems and structure

28:55

and consistency in place. Men

28:55

just like week after week just

28:59

kept passing me by and I might

28:59

have had like some great idea

29:02

for a podcast episode. But then

29:02

when it kept like when I thought

29:06

about sitting down to actually

29:06

do it, I looked at my you know,

29:10

my schedule, and I was like, oh

29:10

gosh, like when am I actually

29:14

going to do this really? Oh,

29:14

it's too hot. Okay, I just won't

29:17

do it. And so that lack of

29:17

systems and structure meant that

29:21

I probably went on longer

29:21

breaks. And I actually needed to

29:24

like I do believe that I needed

29:24

some time out to just kind of go

29:28

internal and get into like, I

29:28

don't know, self reflection

29:31

mode. Like it's been a really

29:31

powerful thing. But I didn't

29:35

need to be quiet as quiet as

29:35

quiet as I actually was. And

29:38

then so like now flipping this

29:38

because I'm you know, hoping

29:42

that you can see that this isn't

29:42

just about coming from my own

29:45

experience but also looking at

29:45

my clients. So for especially

29:49

for newer entrepreneurs, but

29:49

really for anyone.

29:53

Ideas are never the problem. I

29:53

found like when it comes to

29:56

content and all of that it's

29:56

implementation like Getting the

30:00

thing done and doing it

30:00

consistently like sticking with

30:03

an actual like schedule. And

30:03

I've noticed that, you know,

30:06

people will do these giant

30:06

brainstorming sessions and come

30:10

up with all the content. But

30:10

there's usually a missing step

30:14

where, like, I mean, you might

30:14

even decide what platforms

30:16

you're going to share on. And it

30:16

may even be how many times a

30:19

week, the missing step is, when

30:19

do I post these? When do I

30:23

create the content? Like, what

30:23

is my actual content creation

30:27

and publication schedule, how

30:27

you going to carve that time

30:31

out. And this is the thing you,

30:31

you will not find the time,

30:35

like, you have to carve that out

30:35

in your calendar, no different

30:39

to carving out time to work with

30:39

a client. As long as you're all

30:43

I'll figure it out, I'll just

30:43

slap them together, at some

30:46

point, you will stay

30:46

inconsistent, like that is just,

30:50

that is life. And it's okay, but

30:50

that doesn't mean you're

30:52

failing, like, you're failing

30:52

yourself by not having the plan,

30:56

not having the structure, not

30:56

you know, having that schedule,

31:00

the actual being inconsistent,

31:00

because you don't have a plan.

31:02

And that's not the part where

31:02

you're letting yourself down

31:05

kind of thing. So, you know, I

31:05

have really seen that, okay, I

31:08

need to split the difference.

31:10

Here. I am not someone who is

31:10

going to, like almost

31:13

micromanage my entire day, my

31:13

entire week, and, you know, have

31:17

every single activity planned

31:17

out down to the last, you know,

31:21

minute detail that works for

31:21

some people. I'm someone who

31:25

needs in like something in

31:25

between. So what I've seen is

31:28

okay, if I can carve out one day

31:28

per week, where it's, I'm

31:32

uninterrupted, there are no

31:32

calls, no distractions, no

31:36

responding to people's messages,

31:36

and it's just me and the work

31:40

that I need to do on the

31:40

business, then I can like,

31:43

that's kind of step one, then I

31:43

will decide, okay, so what are

31:47

the things that I will do on a

31:47

schedule? Like, okay, is it one

31:51

podcast episode a week? Great,

31:51

I'm going to start doing that.

31:55

Maybe then I'll start adding in

31:55

a YouTube video. And then also

31:59

starting to think about, okay,

31:59

if I'm not wanting to be on

32:03

Instagram all the time, like,

32:03

can I come up with a system for

32:07

making sure that every single

32:07

time I publish publish a podcast

32:11

episode, I can create, you know,

32:11

three posts from that so that

32:15

I've got something to share that

32:15

week. So systems and structure,

32:19

I guess, are the things that

32:19

seems so unsexy. So we avoided

32:23

for a really long time, but they

32:23

are also the thing that are

32:27

going to create consistency. And

32:27

the consistency is what leads to

32:31

results. And when I say results,

32:31

I mean revenue and revenue. And

32:35

also the time freedom that comes

32:35

as well. But like the revenue is

32:39

the thing that's sexy. So you

32:39

have to do unsexy things to get

32:43

the sexy things I'm saying sexy,

32:43

so many times right now I'm

32:47

getting very self conscious. But do you see where I'm going

32:49

with this? So I want you to

32:53

really see that. Okay, if the

32:53

like, if you want this business,

32:57

this brand, that is all the

32:57

things like It looks amazing.

33:01

And you've got the content,

33:01

you've got the community, in

33:04

your community and everything?

33:04

Well, it's going to take some

33:08

stuff, some kind of boring

33:08

looking stuff, and some legwork

33:12

upfront to set up these systems

33:12

and structures and commit to

33:16

something in order for you to do

33:16

it for long enough to see those

33:21

results. And like that is that

33:21

is it? I will absolutely I mean,

33:25

I'd love to know where you

33:25

struggle in this, you know, in

33:29

this area. In fact, I'd love to

33:29

know if you can reach out to me

33:33

and just tell me from this

33:33

episode, which of the things

33:37

that I've been talking about

33:37

kind of resonated the most and

33:41

you need more help with, I'd

33:41

love to know where you are

33:44

struggling. But I will

33:44

definitely be doing some cons

33:48

like some content specific to

33:48

the kinds of systems that we can

33:52

be creating inside our business

33:52

in order to help build our

33:56

brand. That's that's coming for

33:56

now let's finish with the final

34:00

point, which is a bit of a it's

34:00

like the least tangible, let's

34:04

say, you know, way, which is

34:04

just really understanding the

34:08

truth about magnetism. And what

34:08

it really is, because we talk

34:12

about it. I mean, we talk about

34:12

being a magnet for clients, we

34:16

talk about people and how

34:16

magnetic they are like their

34:20

magnetic presence, but what

34:20

really is a magnetic brand.

34:24

And so I mean, the way I see a

34:24

magnetic brand is you are

34:27

attracting the opportunities and

34:27

the clients and the attention

34:31

that you really want that are

34:31

going to help you get closer to

34:36

your goals. So you're working

34:36

with the people that you want,

34:40

you're you know, speaking on the

34:40

platforms that you want to speak

34:44

about, and you just generally

34:44

feel good about the things that

34:48

you're doing like you're in in

34:48

flow. And I think that a lot of

34:52

people approach this backwards

34:52

we think okay to be magnetic. I

34:56

I need to make sure that I have

34:56

the perfect visual brand

35:00

identity, it's all about the

35:00

right colors, I need to go book

35:04

a brand photoshoot, because then

35:04

I'm going to feel more confident

35:08

in the stuff that I share, I

35:08

have to design a really sexy

35:12

grid, I need all sorts of like

35:12

fancy software's and filters and

35:17

whatever like I'm we're really

35:17

seeing like the the magnetic

35:21

part is about having the brand

35:21

looks perfect in order to

35:24

attract perfect clients. And I

35:24

think the lesson that I was able

35:28

to learn from this year in

35:28

particular is that while

35:32

everything was hitting the fan,

35:32

and I'll probably do a separate

35:36

episode, once I'm further away

35:36

from the like, it was a really

35:40

tough time, I had a very like

35:40

dark period a few months ago,

35:44

where I was just questioning

35:44

everything, like it really felt

35:48

like the rug had been pulled

35:48

from under me. And when that

35:52

happened, I mean, I didn't, I

35:52

certainly wasn't showing up in

35:56

any way, because I did not feel

35:56

up to it.

35:59

But what I did instead was go

35:59

internal. And I started working

36:03

daily on me, I started really

36:03

identifying like the stories and

36:07

the limiting beliefs that I'd

36:07

been holding on to that got me

36:11

into that particular situation.

36:11

And I was every single day I was

36:15

doing some sort of guided

36:15

meditation, I was journaling, I

36:19

was really trying to tap into my

36:19

self worth, because in that

36:23

time, I really felt lacking of

36:23

it. Like I really was just

36:27

lacking belief in myself. And

36:27

during this work, of really

36:31

going quiet. And really tapping

36:31

into why I do what I do and what

36:35

makes me so good at what I do

36:35

and what makes me different. And

36:39

like literally following some my

36:39

own advice, like I have an

36:43

activity that I do. Um, there's

36:43

a lesson inside of sainthood

36:47

paid Academy where it's called

36:47

the credibility cocktail. And

36:51

you're really looking at all of

36:51

the things that you bring to the

36:55

table beyond the obvious

36:55

qualifications, like so I was

36:59

doing all the things, making

36:59

sure I was following my own

37:03

advice. And sure enough, it

37:03

started to work, I started to

37:06

feel like me again. And I

37:06

started to find this sort of

37:10

like internal like, like the

37:10

fire lit up again.

37:13

Now, nothing else changed.

37:13

During that time, as in, I

37:16

didn't start showing up, I

37:16

didn't start marketing myself

37:20

again, like it's you know that

37:20

because I'm here now months

37:24

later. But what did happen

37:24

during that time is I landed a

37:27

whole bunch of dream clients,

37:27

clients that totally resonate

37:31

with my message with my values.

37:31

People I loved working with who

37:35

pay full price, who you know,

37:35

like, just wanted what I had to

37:39

offer, okay, and they landed on

37:39

my lap during this time, while I

37:43

wasn't really doing anything

37:43

else. Now, this lesson isn't

37:47

about saying, Oh, it means you

37:47

don't need to market yourself.

37:51

Like, I have definitely felt the

37:51

impact of not marketing myself

37:55

much this year. And I've

37:55

definitely felt like the

37:58

momentum that I've lost from

37:58

being so inconsistent. But what

38:02

happened was, like, you know,

38:02

people were applying to work

38:05

with me, and then, you know,

38:05

hopping on a call or chatting on

38:09

some emails or whatever. And I

38:09

had, I was able to tap into such

38:13

belief that, you know, what if

38:13

these are my people, like, I

38:17

mean, I know, I can help them. I

38:17

know that they need my help. But

38:21

if they believe that then great,

38:21

but I'm not, I'm not here to

38:25

convince them. Like, I'm just

38:25

gonna say what I think what I

38:29

feel I'm going to talk to them

38:29

about what it would look like

38:33

and present them with, Hey, this

38:33

is this is what it would be. And

38:37

they'll either say yes or no.

38:37

And I just had a series of hell yeses.

38:41

And you know, they were so in

38:41

sync with what I am all about,

38:45

that it was just this natural

38:45

thing that of course, they were

38:49

going to work with me, of

38:49

course, they we clicked like,

38:52

that's that. And it felt so easy

38:52

and effortless. I was like, Oh,

38:56

this is the magnetism. They came

38:56

to me for different reasons.

39:00

They found me for different

39:00

reasons. But ultimately, at the

39:04

core of it, it was like me,

39:04

being me, like me sharing my

39:07

message me just being clear on

39:07

my messaging, and who I help,

39:11

and how I helped them. And then

39:11

it just being a match. And that

39:15

was kind of like that was it.

39:15

And so it really showed me that

39:19

even though there is a lot of

39:19

work that we do when it comes

39:23

to, you know, creating our

39:23

marketing, our visibility

39:26

strategies, you know, learning

39:26

SEO, building our website, like

39:30

there's all this stuff that we

39:30

do, but really the thing that is

39:34

the magnet is you being

39:34

absolutely tuned into your own

39:37

value the way you want to show

39:37

up and serve people and knowing

39:41

who you're best suited to serve.

39:41

And once that part is clear, and

39:45

this is why again, like I've

39:45

really worked my framework so

39:49

the four pillars now have seen

39:49

heard paid paid Academy like

39:53

they're completely different. I've completely overhauled the

39:54

program. It's kind of funny, I

39:58

said it was like a little update

39:58

and I was like jokes It's brand

40:02

new, but it's magnetic energy.

40:02

So that's when we do all the

40:06

work on who you are. And like

40:06

how you want to show up and what

40:09

your strengths are, and what

40:09

your values are, and all of

40:13

that, then we move on to

40:13

magnetic offers, which allows us

40:16

to bottle up all of that

40:16

goodness, and make sure that you

40:20

creating offers that really have

40:20

you at your best, and are also

40:24

going to get the incredible

40:24

results for your clients. Then

40:27

we move on to Magnetic

40:27

Messaging, because now that you

40:31

know how you're serving your

40:31

clients and what your value is,

40:34

to them as a human being as well

40:34

as you know, in your offers.

40:38

It's so much easier to put that

40:38

into actual words. And then

40:42

finally, finally, Yes, last, we

40:42

move into magnetic marketing the

40:45

part that you know, everyone

40:45

normally starts out, because

40:49

marketing when you know exactly

40:49

what you're selling and why is

40:53

so much easier. Also, knowing

40:53

how you best show up how you

40:56

best communicate what platform

40:56

you should be on like, because

41:00

you will have done all the

41:00

research, I guess what I'm

41:03

saying is, I want you to really

41:03

understand that you actually

41:07

have it like the stuff that's in

41:07

you right now.

41:10

That is the magnetism, you don't

41:10

need the website, you don't need

41:14

all the fancy bits, like the

41:14

logo and the colors and all and

41:18

the photoshoot, those are all

41:18

just gonna be like natural, like

41:21

reflections of who you are. But

41:21

if you've skipped the work on

41:25

yourself of understanding your

41:25

role, the role you play in your

41:29

clients, and you know, your

41:29

unique value. Like if you can't

41:33

even see your own value, all of

41:33

that other work is for nothing,

41:37

it's not going to help. So you

41:37

know, if things are feeling a

41:41

little tough right now, if you

41:41

feel like you just like white

41:44

knuckling it, you're working

41:44

your butt off and just not

41:48

seeing results. Like ask

41:48

yourself a few simple questions

41:51

like, do I truly believe I have

41:51

value to offer my clients? Do I

41:55

truly believe that this offer is

41:55

exactly what they need? Do I

41:59

know how to explain the value of

41:59

what I do. Because if you're

42:03

struggling with any of those

42:03

pieces, marketing is going to be

42:07

really darn difficult. It's

42:07

gonna be like pushing mud

42:10

uphill. Now, this has been a

42:10

really like much longer episode

42:14

than planned. So I'm going to

42:14

wrap things up, but I just

42:17

wanted to let you know. So look,

42:17

officially, I'm not really

42:21

taking on new clients at this

42:21

second, like as in my one on one

42:25

of my magnetic brand

42:25

accelerator, I'm kind of at

42:28

capacity, I'm going to be

42:28

opening up my books, again, late

42:32

January. And Seen, Heard, Paid Academy is

42:32

officially kind of closed for

42:36

enrollment. But I've got

42:36

something that will be coming

42:39

soon. So what I'm doing instead

42:39

at the moment is number one, I

42:43

decided to open up my lightning

42:43

in a bottle sessions again. So

42:47

these are my 60 and 90 minute

42:47

sessions, where it's like laser

42:50

focus, let's tackle one element

42:50

of your brand where you're

42:54

feeling really stuck. And these

42:54

can be really powerful, you'd be

42:58

blown away at how much we can

42:58

achieve during that time. I am

43:01

doing that because I can fit in

43:01

like the occasional our session

43:05

right now. But otherwise, I'm

43:05

very, very fully booked. So I'm

43:09

going to include a link to that

43:09

in the show notes. In case

43:12

you've been wanting to, for us

43:12

to work together. And something

43:16

that I've talked about today

43:16

made you realize, oh gosh, like

43:19

I need help in this area, we

43:19

could probably at least like get

43:23

a good head start on it in one

43:23

of these sessions. And the other

43:27

thing I'm thinking about doing

43:27

is running a workshop before the

43:30

end of the year. I'm kind of on

43:30

the fence about the topic

43:34

though, I know it needs to be

43:34

about communicating the value of

43:38

what you do. But I kind of want

43:38

to know from you what is going

43:41

to be the most helpful. So options are writing your

43:43

services page for your offer.

43:46

One would be creating like let's

43:46

say 30 days worth of content

43:50

that helps to build demand for

43:50

your offer. And one might be a

43:54

bit of a pick and mix of like

43:54

kind of a crash course in in

43:57

messaging, and getting you to

43:57

really understand what your

44:01

value is. So you can communicate

44:01

it on any platform in any

44:04

format. If you are interested in

44:04

any of these, do me a favor,

44:08

drop me a DM on Instagram or

44:08

LinkedIn like I'll include my

44:11

social links below and just say

44:11

interested this one in

44:15

particular or interested in any

44:15

of them. It's going to be a low

44:18

cost workshop like it'll be

44:18

under 50 bucks. It'll be a good

44:22

solid deep dive like probably a

44:22

couple of hours plus bonuses and

44:26

you'll get like there's going to

44:26

be the live version plus you'll

44:30

get the lifetime access to the

44:30

replay. So I'm going to make

44:33

sure it's super, super juicy.

44:33

And this is just a good way for

44:37

us to really knock something off

44:37

the to do list this year and

44:41

help you start the new year with

44:41

a lot more built in momentum. So

44:45

please don't be a stranger. Let

44:45

me know your thoughts. And thank

44:49

you so much for listening. I

44:49

have very much missed being in

44:52

your earholes and I will be back

44:52

very soon. Bye for now.