0:00

Raise your hand if you

0:03

are ready to level up your business in 2023, and

0:06

you're over the fluffy strategies, and

0:09

you're ready for tangible ones that

0:11

actually get you results, and

0:14

you love tuning into my podcast, but

0:16

you aren't sure which episodes you should

0:18

focus on. After all, there are

0:20

over 500 to choose from. Well,

0:23

I hope you have your hand raised right this

0:25

minute because I have something special for you. I'm

0:28

introducing my brand new four

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1:02

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1:08

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1:10

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1:13

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1:17

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1:21

forward slash playlist.

1:25

No matter where you are in your business,

1:27

you're always going to be looking for

1:30

a new project. Maybe once a year you

1:32

start a new project, or for those of you who

1:34

are still in your nine to five and your big project

1:36

is starting your own business, there's some questions

1:39

you have to ask yourself,

1:40

such as, am I willing to be a beginner?

1:43

Am I willing to start from

1:45

scratch? Another way to look at that

1:48

is start over. Even

1:50

with my coaching program, I feel like I'm starting

1:53

over because I could launch

1:55

a $2,000 digital course all day long. That

1:59

is what I.

1:59

do best. I have perfected

2:02

that over 14 years. The

2:05

way you launch a $10,000 coaching program is

2:09

different than a $2,000 digital

2:11

course. I've learned that

2:14

quickly. And so now I'm like, holy

2:16

cow, this is a different ballgame.

2:22

I'm Amy Porterfield, ex corporate girl

2:24

turned CEO of a multi seven

2:26

figure business. But it wasn't all that long

2:28

ago that I lacked the confidence, the

2:31

budget and the time to

2:33

focus on growing my small

2:35

but mighty business. Fast forward

2:38

past many failed attempts and

2:40

lessons learned. And you'll see the business

2:42

I have today, one that changes lives

2:45

and gives me more freedom than I

2:47

ever thought possible. One that used

2:49

to only exist has a daydream.

2:51

I created the online

2:53

marketing made easy podcast to give

2:56

you simple, actionable step by step

2:58

strategies to help you do the same.

3:00

If you're an ambitious entrepreneur, or

3:03

one in the making who's looking to create a

3:05

business that makes an impact and

3:07

a life you love, you're in the right place

3:09

friend. Let's get started.

3:16

I need to tell you about a podcast that I

3:18

love. It's called Imperfect Action.

3:21

It's hosted by Steph Taylor. And

3:23

it's brought to you by the HubSpot Podcast

3:25

Network. And it's a bite sized

3:28

online marketing podcast for business owners.

3:31

So Steph is going to answer

3:33

all of your business marketing questions and

3:35

deep dives into all things, online

3:38

marketing, content marketing, social media

3:40

marketing, and marketing strategy for business

3:42

owners. So if you love online marketing made

3:44

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3:47

Action as well. I loved her recent

3:49

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3:51

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3:54

And she talks about how to use better call

3:56

to actions, streamline your sales

3:58

funnel and so much more.

3:59

You can listen to Imperfect Action

4:02

wherever you get your podcasts.

4:04

Well,

4:06

hey there friend, welcome back to Online

4:08

Marketing Made Easy. I hope

4:11

you are having a wonderful day.

4:13

And I always know that you have so

4:15

many options for listening to people's

4:17

podcasts and the fact that you chose mine

4:19

means the world to me. So thanks

4:21

so much for tuning in. I never take that

4:23

lightly. So today we're talking

4:26

about your capacity

4:28

for zero. So if you're listening

4:30

right now and you already have

4:33

a business, you are going to get so

4:35

much value out of this shorty episode

4:37

if you are going to be taking

4:39

on any new projects this year. Like

4:42

in the next year, if you're taking on any new projects,

4:44

you're going to love this episode and get a lot of value

4:47

from it. Also, if you

4:49

are still in your nine to five job and

4:51

you're thinking about quitting your job and starting

4:53

your own business, you will absolutely

4:55

walk away from this episode with immense

4:58

value. And so basically

5:00

no matter where you are in your journey,

5:03

this one's for you. And

5:05

it's

5:06

basically what

5:07

I'm going to talk about some new content

5:09

that I created during my

5:12

book launch. I don't talk about this concept

5:14

in my book, but it came out of

5:16

the hundred plus interviews

5:19

that I did for

5:21

my book. And so it's

5:23

this concept called capacity for

5:26

zero. And it's essentially

5:28

looking at how willing are

5:31

you to

5:32

start from zero?

5:34

How willing are you to say,

5:37

I'm not an expert. I

5:40

don't have a lot of clout in this area.

5:42

I do have to start from the ground up

5:44

to make this work. And I'm willing

5:47

to put my ego aside

5:49

and start from scratch, not

5:51

knowing if it's going to work out or not.

5:53

Now that is very real for

5:56

anybody listening now that still in a nine to five

5:58

job and wants to start a business. But

6:00

it's also very real for you if

6:02

you are starting a new project. Like

6:04

in my business, this year we kicked

6:07

off a one-on-one coaching program

6:10

that I have very

6:12

big hopes for. I really

6:14

do believe it's going to become a huge

6:17

piece of my business in the next few years.

6:20

And there's so much

6:23

work I need to do in order

6:25

to figure out the perfect coaching

6:27

offer

6:28

as well as

6:30

the really most

6:33

strategic way to market it.

6:35

I have never ever had a one-on-one

6:37

coaching program in my business in the 14 years that

6:40

I've been around. And so I really

6:42

do believe when it comes to selling

6:45

a high-end coaching program,

6:47

I am starting from zero. And

6:50

also, I've talked a lot about my book

6:52

on this podcast. When

6:54

I look back now, it's been over a month

6:56

since my book came out. And to say

6:59

that I have a New York Times bestselling

7:01

book still blows my mind. To

7:03

think that my book and my

7:05

photo was in New York and Times

7:07

Square on a huge billboard, yeah,

7:10

that still blows my mind. Never

7:12

in a million years did I think something like that

7:14

would happen.

7:15

But the thing is, I had

7:17

to be willing to literally

7:20

have no idea what I was doing. And

7:22

I had to be willing to fail, willing

7:25

to say that that didn't work out as planned.

7:27

I had to be willing to say that

7:30

or to

7:31

be honest with myself that this might not

7:33

work,

7:34

but still do it. And

7:37

that is not easy. Because

7:40

the

7:40

truth is that all of us,

7:42

you, me,

7:44

we come with

7:46

success to the table. And

7:48

what I mean by that is if you're still

7:51

in your nine-to-five job, you actually

7:53

have clout in your business.

7:56

You know what you're doing. If you're still

7:58

in your nine-to-five job, you're still in the business.

7:59

You showed up for work this morning and

8:02

you felt fairly confident that

8:04

you were going to crush it, right? You

8:07

you know what you're doing in your job if

8:09

you've been there for a while. I was just with my

8:12

high school best friend This weekend. She

8:14

retired at 45 from her

8:17

marketing job. She like had a big

8:19

wig

8:20

marketing position Um,

8:22

but she was with the company for 22 years.

8:26

It was her only job she's ever had it

8:28

was her first job out of college she stayed there for 22 years

8:30

and rose

8:32

up the ranks and Left

8:35

at 45 and the reason I tell you

8:37

this is she had a lot of confidence

8:39

in her job She had a lot of clout

8:42

in what she did. So if she were

8:44

to leave that job and start a business

8:47

Some of that clout goes away. She

8:49

now starts from ground zero.

8:51

No email list. No social media No

8:54

one knows who she is online

8:56

Like a lot of the stuff that might boost

8:58

your ego in your 95 job is no

9:00

longer there when you start your business

9:03

You have to have a high capacity

9:05

for zero

9:06

In order to put that ego aside

9:09

or let's say someone like me So

9:11

i'm starting this one-on-one coaching program

9:14

and it's a it's a like a ten thousand dollar

9:16

offer

9:17

I have never offered anything more than two

9:19

thousand dollars and I Surely

9:23

hasn't have never put together a coaching

9:25

program And I have

9:27

to be willing to say this might

9:29

crash and burn And and

9:31

that is a bruise to my ego because i've

9:33

had so much success in this business I

9:36

have to be willing to say I don't know

9:38

if promoting it this way is going to work and quite

9:40

honestly We've done a lot of testing over the last

9:43

year like under the radar with this

9:45

coaching program And i've tried many things

9:47

that have not worked out as

9:49

I thought they would

9:51

and so

9:52

We've gone back to the drawing board to

9:54

talk about the coaching program in a different way Rework

9:57

the coaching offer talk to our students

9:59

who didn't

9:59

buy it. Like there has been

10:02

a lot of trial

10:04

and error that feels scary

10:07

to me,

10:08

but my capacity for zero,

10:10

meaning starting over is very

10:12

high because

10:14

I want it really bad.

10:17

I

10:17

really do think that

10:20

one-on-one strategic marketing

10:22

coaching is the next direction for my

10:24

business. And that doesn't mean that

10:26

I'm not going to have my digital courses and my

10:29

membership. I just mean it is

10:31

going to be a new vertical in the business

10:33

that I think are going to help

10:36

people's businesses explode,

10:38

but I have to figure

10:40

it out. And so I

10:43

want to put out there that no matter where

10:45

you are in your business,

10:47

you're always going to be looking for

10:49

a new project, maybe once a year you

10:51

start a new project. Or for those of you who

10:53

are still in your nine to five and your big project

10:56

is starting your own business, there's some questions

10:58

you have to ask yourself,

10:59

such as, am I willing to be a beginner?

11:02

Am I willing to start

11:04

from scratch? Another way to look

11:07

at that is start over.

11:10

Like even with my coaching program, I feel

11:12

like I'm starting over because I could launch

11:15

a $2,000 digital course

11:17

all day long. That is what I

11:20

do best. I have perfected

11:22

that over 14 years. The

11:25

way you launch a $10,000 coaching program is different

11:27

than a $2,000 digital

11:32

course. I have learned that quickly.

11:35

And so now I'm like, holy cow, this

11:37

is a different ballgame.

11:38

I have to create a webinar to launch

11:40

the coaching program. That webinar looks nothing

11:43

like a webinar to launch a $2,000 course.

11:47

And so I've got to figure it out. I've got to watch

11:49

other people's webinars. I'm calling

11:51

my friends asking for advice. I'm

11:54

hiring a coach to help us. Like

11:56

I'm doing all the things that you do if you're starting

11:58

from scratch.

11:59

Now i've got privilege here i'm

12:02

well aware i have money to invest in

12:04

learning this and i have some knowledge

12:06

that i'm going to pull from of course

12:09

but it is a different ball game here

12:12

so i have to be willing to

12:14

be a beginner. But

12:16

i think that is easier said than done

12:19

because for a lot of people including myself

12:22

when you succeeded when

12:25

you've achieved let's say if you're selling

12:27

your ninety five job you.

12:29

Achieved a lot of professional success

12:32

it can be really hard

12:34

to go back to square one.

12:37

So that sounds like you and you're considering

12:39

let's say starting a business for those of you who are

12:41

considering starting a business you're still in your

12:43

ninety five job or you're trying to start a

12:45

business right now and you're really

12:48

struggling i really encourage

12:50

you to ask yourself.

12:52

Am i willing to be perceived as

12:54

an amateur when i used to

12:56

be a pro.

12:57

Am i willing to start from zero

13:00

when i've been a legitimate authority

13:02

in my field for so long

13:05

am i okay with not getting any

13:07

recognition

13:09

or even being criticized

13:12

as i figure this out. Am

13:15

i willing for it not to work

13:17

out over and over and

13:19

over again until it does. And

13:23

if you're struggling to answer yes to any of these

13:25

questions it's important that you start

13:28

strengthening

13:29

your capacity for zero.

13:31

Because the higher your capacity

13:34

for zero you're more likely to

13:36

take risks more likely

13:38

to put yourself out there and

13:40

you're definitely more willing

13:43

to fail.

13:45

And the more willing you are to fail

13:48

the more likely you are to eventually

13:51

succeed.

13:52

So one really great example of someone

13:54

super successful who has

13:57

a strong capacity for

13:59

zero.

13:59

is Oprah. No, Oprah

14:02

is one of the most renowned TV personalities

14:05

in history. But

14:07

when she first quit her

14:09

talk show and started own

14:12

her television network, the

14:15

ratings were terrible.

14:18

After 25 years of

14:20

being number one, I

14:22

mean, Oprah was on top

14:25

of the daytime television circuit, right? She

14:28

was the number one.

14:30

She knew success. She had it every

14:32

day. She was the pro. She didn't

14:35

fail. She was tested,

14:37

tried and true. And

14:40

she had a really

14:42

strong stance in where she was. So

14:46

when she started her network,

14:49

she had to dig deep to get comfortable

14:51

with being new at something. She's

14:54

talked about this publicly. She also

14:56

had to work really hard to

14:58

figure out how to make this network work.

15:01

Not only was she starting something she had never

15:03

done before and you could argue, yeah, but

15:05

she had so much success, so much knowledge,

15:07

so much skill, such a big team, she could

15:10

figure it out. Of course she could figure

15:12

it out, but she still had to start

15:14

from zero in terms of never

15:17

having done this before.

15:19

And it was really hard. There

15:21

was so much media about how

15:24

it was a failing network,

15:26

like right out of the gate, it did not

15:28

do well. And there was so much question

15:31

like, is this going to fail?

15:32

Is Oprah's next big thing not

15:35

going to work? And I can imagine how

15:38

hard hearing all that media would have been seeing

15:40

it and hearing it. Like there's no way Oprah

15:42

just like brushed it off. It had

15:44

to hit her heart. She's human, right?

15:47

And so for us, we don't get like

15:49

all the media saying, Oh my gosh, Amy's

15:52

coaching programs, it's not going

15:54

to work. Like I'm not at that level, right?

15:56

But I still have all those feelings

15:59

that come up with.

15:59

What if this doesn't work? So

16:02

during that time when Oprah's

16:04

network was struggling,

16:07

this is what she said. She was quoted as saying,

16:10

you can't even think

16:12

about quitting. You

16:14

have been in cruise control. It's

16:17

going to turn around and

16:19

you've got to do the work.

16:21

That's what she said. She said, you've been in, she

16:24

was talking about herself like, we've been in cruise control.

16:26

And that's what a lot of us have

16:28

been in in our nine to five jobs, cruise control.

16:31

You show up at work today, you know what you're doing,

16:33

you have confidence.

16:35

That cruise control, boom, turns

16:38

off the minute you decide

16:40

to leave that nine to five job and start

16:42

an online business. There's no cruise control

16:44

happening and starting your business. Or for

16:46

me, that cruise control of launching

16:48

digital courses, boom, totally

16:50

turned off the minute I tried to launch

16:54

this coaching program in kind

16:56

of the same way. And I didn't hit the

16:58

goal that I thought I would hit right out of the gate.

17:02

She says,

17:03

it's going to turn around, but

17:05

you've got to do the work.

17:07

And when I read that, I was like, that's it.

17:09

It's doing the work.

17:11

So here's a good way to think about it. Imagine

17:14

the numbers one through 10, all listed

17:16

in front of you. Number one represents

17:19

where you are now.

17:20

Maybe you're working a corporate job or

17:23

you're just getting started

17:25

with your online business. So you're like at

17:27

a two or three.

17:29

Or for me, I've never launched

17:31

a high-end coaching program. I feel

17:33

like I'm at a one in terms

17:35

of one to 10. So number 10 represents

17:38

the business you want or the success

17:40

you want with a project. And number one

17:43

is I'm just starting out from scratch.

17:46

So 10, you're making great money, calling the

17:48

shots, being the boss.

17:50

One is I haven't made a cent with this yet.

17:52

And I am very, very new to this project

17:55

or going out on my own or whatever it is. So

17:58

if you want to go from where you are now,

17:59

Now let's say number one to where

18:02

you are crushing it at number 10.

18:06

Guess what's in the middle? A

18:08

lot of work. There's

18:10

a reason why they call it the messy middle

18:13

and it's because there will always be challenges,

18:15

setbacks, confusion, and overwhelm when

18:18

you're trying to do something you've never done

18:20

before. Why would you expect

18:22

this to be easy?

18:24

Why do you think it should come together

18:26

quickly for you? Why do you think

18:29

it should be working right now?

18:31

If you're multitasking, come back to me because

18:33

I think that's such a great question and it's

18:35

one that was recently asked to me. When

18:38

we beta tested the coaching

18:40

program, it did really well. When

18:43

we put it out in a different way,

18:46

under the radar, many of you didn't even see how we

18:48

did it, but when we did it to a small group,

18:50

it didn't do as well as I wanted

18:53

and

18:53

I felt really defeated and disappointed.

18:58

I went to a lunch

19:00

with two of my friends here in Nashville that are

19:03

in the industry with me and one of the

19:05

guys said to me, why are you disappointed?

19:08

I'm like, I didn't hit the goal

19:10

the second time out.

19:11

He's like, why

19:14

did you expect to? I

19:16

said, well, I've had a lot of success

19:18

in my business. He's like in coaching, for

19:21

an high-end coaching program, with a smile

19:23

on his face. I'm like, well, no, but I've done

19:25

other things. He's like, Amy, this is different than

19:28

anything you've ever done before. This

19:31

is literally dramatically

19:33

different than anything you've ever done before. Why

19:35

are you expecting to hit a home

19:37

run on day one?

19:41

He's totally right.

19:43

I didn't even give myself time

19:45

to figure it out. Here's the beautiful

19:48

thing. We've been working on this for a while

19:50

and because I didn't hit my goal that second

19:53

time out, we

19:54

changed some things to make the program

19:57

so much better.

19:59

that's in my coaching program right now,

20:02

just for the record, my defeat

20:05

turned into something so amazing

20:07

that you're part of right now. I wouldn't

20:09

have even gotten to where I am now. And it's just a

20:11

little baby step. We just, we launched

20:13

it to a very small group and there's people

20:16

in my coaching program getting great results right

20:18

now. And I'm so excited, but

20:21

we wouldn't even even get that

20:23

far

20:23

if I didn't have those setbacks

20:26

in the beginning. And I know I'm going to have more setbacks

20:28

to make the program even better. Like I see this

20:30

as a very long journey for me, but

20:33

I love that he said, why did you even

20:35

expect it

20:36

to be a huge success?

20:38

And I realized, oh, it's because

20:40

I've been successful at other things. It

20:42

doesn't matter. This is new, this is different,

20:45

and you have to give yourself grace.

20:48

And I think the setbacks that we

20:50

all experience allow us

20:52

to build something that's very meaningful

20:54

to me. I feel very invested

20:57

in this brand new coaching program that I'm building

21:00

because I've

21:02

worked at it so intimately

21:04

with my team and with my students that are

21:06

a part of it.

21:07

I feel very connected

21:10

to it. And if it came really

21:12

easy right out of the gate,

21:14

to be quite honest, I wouldn't have felt that way. I

21:16

just know it. It wouldn't have meant

21:18

as much to me as it does because

21:21

I wouldn't have had to work so hard at making

21:23

it right.

21:24

So let's say that you're willing to start from

21:27

scratch.

21:28

You're willing to do the work

21:30

and you're all in with, for those

21:32

of you who need to start a business, starting your business.

21:35

So one other thing you can do to strengthen

21:38

that capacity for zero, even though you're

21:40

like, I'm all in.

21:42

Sometimes it will help if you

21:44

create a plan B.

21:46

So that way, if you do something

21:48

and worst case scenario happens, meaning

21:50

whatever it is you're trying to do, it crashes and

21:52

burns. Like if it doesn't work out,

21:55

you have a backup plan. My

21:57

friend Jenna Kutcher, she talks a lot about it.

21:59

this having a backup plan like when

22:02

she left her nine to five job. If

22:04

this all doesn't work, here's what I can

22:06

do instead to get back on my feet."

22:08

Well, I love that. And you

22:11

can do that with any project you're working

22:13

on.

22:14

And so for me, like this coaching

22:16

program, really the plan B

22:19

was that we would

22:21

literally all go back to the drawing board,

22:23

my entire team.

22:25

We would scratch what we did. We would

22:27

come up with another plan and

22:30

I'd be willing to hire a business

22:33

coach to help us. Now again, I'm very

22:35

fortunate because I have money in the business so I can

22:37

do that. So you can't judge my plan

22:39

B with yours. We're in different places perhaps.

22:42

But I knew that I had a

22:44

plan B. I could ask for help. I could get

22:46

a coach. I could come back to the drawing board and

22:48

start over that we

22:51

were giving ourselves time. That was another part

22:53

of my plan B. Let's just give ourselves

22:55

some time to figure this out. It doesn't

22:57

have to be a home run. So once

22:59

I talked to my friend, I was like, oh, I'm expecting

23:02

a home run even though I've never done this before.

23:05

What if I gave myself some more time

23:07

and worst case scenario, it doesn't work.

23:09

What can I do to actually

23:12

come back to the drawing board?

23:14

So I just wanted to share this with you

23:16

because the higher your capacity

23:18

for zero, the more opportunity

23:22

you have to win and to succeed.

23:25

So it means we have to take our ego out.

23:28

It means we have to be willing to be a beginner

23:31

or an amateur and not a pro.

23:34

We have to be willing to say that

23:36

didn't work and what can I do instead?

23:39

You have to be willing to take risks and

23:42

go back to the drawing board and throw

23:44

it all out and start all over. You might not

23:46

need to, but you have to be willing

23:49

to do that.

23:50

So we always say that so much of

23:52

being an entrepreneurship is your mindset,

23:55

right? And this is absolutely a mindset

23:57

shift.

23:59

zero, the stronger it is,

24:02

the more willing you are

24:04

to stay in the game and to make it

24:06

work, which means the closer you

24:08

are to success.

24:11

So here's what I want you to do. I

24:13

want you to strengthen your capacity for zero,

24:15

you're going to need to come back to that again and

24:18

again. So ask yourself some of those

24:20

tough questions I asked earlier. And

24:22

like, are you willing to start

24:25

from zero? Are you willing

24:27

to be a beginner or an amateur? Are you

24:30

willing to crash and burn and get back up?

24:32

And then I really want you to think about that

24:34

because this

24:36

by no means is an exercise

24:38

to discourage you from starting a

24:40

project or starting a business. It's

24:42

an exercise to help you become the best

24:45

you can possibly be at

24:47

no matter what it is that you're

24:49

going after. All

24:51

right, I hope you love this shortie episode. And

24:53

maybe if you have a friend that's starting a business

24:56

or brand new project, and they're struggling,

24:58

maybe you can grab the link to this episode

25:00

and share it with them because my goal

25:02

is to get these episodes out in front

25:04

of as many people who need them so that

25:07

we can all have thriving businesses where

25:09

we call the shots and we work

25:11

exactly how we want to work in our business.

25:14

Thanks so much for tuning in. And I

25:17

know I'm going to get questions about

25:19

this. Our coaching program is not currently

25:21

open. But if you want to get on the waitlist

25:23

Amy Porterfield.com forward slash

25:26

coach Amy Porterfield.com

25:28

forward slash coach. All right, thanks for tuning

25:31

in. I'll see you Thursday for more

25:33

entrepreneurial goodness. Bye for now.

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