1:24

The big old burrito in your mouth. Welcome everybody.

1:26

Today's episode is going to

1:28

be unhinged. I believe now

1:30

I know it's going to be an inch. It's gonna be a

1:32

lot different than the others. We

1:35

obviously Kelsey's back on, we had talked

1:37

about her and her episode. That'll come out before this

1:39

one. And Christina who

1:41

runs all my shit. So without

1:44

further ado, I'm going

1:46

to start this off very hot.

1:48

So why,

1:51

what's the point of marketing? Marketing is expensive.

1:54

It's irreverent. There's performance

1:56

stuff. There's. Marketing doesn't work. Why

1:58

do we do marketing? Why? What's

2:00

the point as a

2:01

business owner? I love it. He's just he's

2:03

like really going right in. I know.

2:08

All right. Kelsey, why don't you go first from a

2:10

personal brand aspect and I'll hit it from

2:13

the company overall aspect.

2:15

From a personal brand, why marketing?

2:17

Yeah. To build awareness,

2:19

get yourself out there and get your message out there.

2:23

Yeah, but isn't that just the same as walking down the

2:25

street and talking to somebody? Isn't that how,

2:27

businesses work and grow anyway is just a word

2:30

of mouth?

2:31

I think yes and no. How do you know you

2:33

want to buy something if you don't know it exists?

2:35

Exactly. And from from

2:37

the angle from a company,

2:40

I did a post on this about LinkedIn

2:42

the other day. I've been really unhinged on this topic

2:45

lately, but at the end of the day,

2:48

social media has become 1 of the main sources.

2:50

For people to find you, right? And

2:52

so why do you need to market? Because people

2:54

need to be able to find you. People aren't

2:56

doing traditional marketing like they were back in the

2:58

day. A lot of nobody's fucking

3:01

using newspapers, right?

3:03

Put an ad on radio. Who the hell even listens

3:05

to the radio like that anymore? So

3:07

when you think about traditional marketing that

3:10

people used to do, a lot of those outlets

3:12

are irrelevant. Social is

3:14

that main form. True. That people

3:16

are using to find people, I think, and

3:19

you guys might be a little different, but I know

3:21

me whenever I'm looking for

3:23

a new company or somebody to work with,

3:25

whatever that looks like, I always go to their social

3:28

1st, I actually go to their social before

3:30

I even touch their website. So I go to

3:32

their social and then I go to their website.

3:34

Either way, a lot of people are doing one

3:36

of the two. And so if you're not

3:38

marketing, if you're not putting yourself out there it's

3:40

just it's not going to happen. It's not going to happen.

3:43

You only get so much business off of

3:45

word of mouth. And then in addition to that, like

3:47

word of mouth takes time. It

3:50

takes a lot of time. I'm heavily

3:52

referral based in my business, but

3:54

that's only been over the last few years.

3:56

If I didn't have any social media presence before

3:58

that and wasn't putting myself out there, then how

4:00

the fuck would anybody refer me? They don't even know

4:02

me.

4:03

And I'll bounce off of that too. Just

4:05

like thinking about radio advertisement

4:07

or TV commercials. It's all marketing.

4:09

We're being sold to every second

4:12

of every fucking day, right?

4:13

It's a marketing scam.

4:15

This came up with a client just

4:17

this week. She's we were workshopping, why

4:20

marketing and why positioning

4:22

yourself as a solution is

4:24

because it's going to take repetition. So

4:27

we, I gave her the example. You may

4:29

hear a roofing commercial on the radio.

4:32

Every day you're driving to work and you don't

4:34

need a new roof, but when you do need a new

4:36

roof, you're going to remember fucking

4:39

Smith brothers roofing or whatever it is.

4:41

It's just it's not that it's

4:43

not that again, marketing

4:45

is positioning the solution to a problem

4:48

and not everyone's going to have that same problem

4:51

all day, every day, but certain people

4:54

will. And they're not going to find

4:56

you as the solution if

4:58

you're not saying Hey, here I am, you're not

5:00

in their

5:00

face,

5:03

but like my business, not my business.

5:06

I'm speaking for others at this point, because clearly,

5:10

Most businesses, they post every now and again on

5:12

their company page. They might have a basic

5:14

website. Isn't that good enough? No,

5:17

do you want to just be good enough?

5:20

Will you make good money? You want to be good,

5:22

right? Is that good enough? No,

5:24

because what about the that only works

5:26

for so long. And it doesn't even really

5:28

work for that long. If you're again,

5:30

if you're not putting yourself out there, people

5:33

aren't going to know about you.

5:35

And yeah, that could be good enough to get

5:37

the few people that you're looking to

5:39

get. But what if you're really looking to

5:42

expand? What if you're looking to get into other

5:44

states? Other Kelsey

5:46

and I work with people all over the world. And

5:49

what I've been able to work

5:51

with people all over the world, just because I had

5:53

some good SEO on my website.

5:55

No, because say I'm working with somebody

5:57

in Belgium, which I am,

6:01

right? She's going to Google

6:03

right social media marketing. My

6:06

business isn't going to come up in fucking

6:08

Belgium, right? Even

6:10

if I have the most bomb SEO, it's going

6:12

to so that makes a huge difference. But what is.

6:14

She can get access to is my social

6:17

media is my marketing. And

6:19

so if you're really looking to expand

6:22

whatever, if you want to be good enough, then that's

6:24

to me, that means you don't want to scale your business.

6:27

And your reach and everything. And if you think

6:29

about it in this day and

6:32

age, It's, you don't have to live

6:34

locally with someone to be able to help them.

6:36

And what I see a lot, especially

6:39

from the personal branding standpoint

6:41

is people by people. And let's say

6:43

I wanted to expand my business in Belgium,

6:45

but I wasn't on social media. I would physically

6:48

have to be in Belgium. Shaking

6:50

hands and, kissing asses and being like, this

6:52

is what I do. But social media gives

6:55

us the ability to reach more

6:57

people at a faster rate that

6:59

live outside of our network that

7:01

maybe relate to us or relate

7:04

to our

7:04

story.

7:05

Yeah. Because you're, let's be honest. A lot

7:07

of us do a certain skill. Like

7:09

we have a certain skill that

7:11

you could get anywhere, what's going to make

7:13

people Stoy, for

7:16

their financial planning? It's

7:19

probably probably the jacket.

7:22

It's definitely

7:23

the jacket. It's just a jacket. But even

7:25

if you aren't looking to expand,

7:27

right? Even if you're like, okay, for I'm

7:31

thinking of lawyers or

7:33

therapists, right? They're usually only

7:36

what's a credential to do

7:39

their service and whatever state they live in.

7:41

And so people might think I'm local.

7:43

Do I really need to worry about reaching other people?

7:45

But yes, you still need to have. That

7:48

presence out there, and then the other flip

7:50

to it, too. It's not just about the digital

7:52

footprint, especially when it's local. It's

7:54

about what are you doing in the community? Are you getting

7:57

out there? Are you marketing yourself at events, right?

7:59

There's layers to marketing. There's so many ways that you

8:01

can market yourself, right? So

8:03

again, just having a good website with some SEO. Is

8:06

it enough if you're not doing those

8:08

other pieces? Like I said, even if you're not trying to

8:10

reach people in Bucking, Belgium,

8:12

you still need to be doing the marketing pieces

8:15

so that people see who you

8:16

are. If you keep saying Belgium,

8:19

I'm going to have to go get some waffles for I need

8:21

you to stop, right? So

8:23

with marketing brand awareness, all

8:26

of that, a lot of business

8:28

owners will say, I don't want to be out

8:30

there personally in the public. I

8:32

don't want people to know who my family is. I

8:34

don't want to do all of that. I

8:36

think that's bullshit and

8:38

that you need to do that, but from

8:41

you to as the experts, if you will.

8:44

Why is it important for your story

8:46

and all of us to be out there with who

8:48

we are, not just always

8:50

like business only. I'm not always talking about

8:52

Black Mammoth only, right? Yeah. Why

8:54

is that important?

8:56

I can go first because this is actually

8:58

like something I talked about on social media

9:00

recently. I have a boundary

9:02

with how much I share my kids. I

9:04

don't share my kids and what

9:06

they're going through on social media. That's

9:08

a hard boundary that I set. I'm

9:10

also the mom of two girls and

9:13

I wanted it to be, if they

9:15

wanted to be a part of my

9:18

social media presence, I wanted to

9:20

give them consent. I didn't

9:22

want to use my kids as a marketing

9:25

strategy. And that's just a personal boundary

9:27

with me. I'm pretty open about a lot of

9:29

other things that I share on my social

9:31

media. But to me, it was a boundary

9:33

between my family life that

9:36

I'm like, there's only so much that I want

9:38

to share. And I think that is a personal boundary

9:40

within you as the business owner. So

9:43

yeah, to anyone that's yeah, I don't want to blast

9:45

my shit out on social media. No one said you had

9:47

to. But like your personality

9:49

coming through, bits and pieces of

9:52

your story that are relatable to

9:54

the service that you provide. I think that's really

9:56

important that. And that's how I would

9:59

approach that question or answering

10:01

that question. I would

10:03

say that everything you said, I agree

10:05

with, cause you, again, it's all about the

10:07

boundaries. Like you don't have to put every little

10:09

thing out there. Shit. I released that podcast

10:12

about what happened to me in 2023.

10:14

Y'all made me more yo, I didn't even know you had that.

10:16

Yeah. Cause I don't put every little thing

10:18

out there, but I'm still really personal.

10:21

But on the flip side of things too. When

10:23

you're only posting business content, that shit

10:25

is boring as fuck. Nobody

10:27

wants to just consume business content.

10:30

And I always encourage business

10:32

owners who are, doing their own marketing

10:34

think about the shit you like to consume,

10:36

right? And I'm not saying go post that kind

10:39

of content. I'm just saying, Think about the type of content

10:41

you like to consume, how you connect with

10:43

people, right? Chances are people are connecting

10:45

with you the same way. I, 1

10:48

of my most, this is like the funniest thing. It's

10:50

really stupid and highly don't recommend anybody

10:52

do this or do it. But 1 of my most

10:54

viewed stories was I

10:56

Instagram, like an Instagram story. I

10:59

bought a bikini and like this

11:01

ass was not fitting in that bikini

11:03

bottom. And I remember putting it on social

11:06

and I was just like, this ass ain't fitting in

11:08

this bikini bottom. I had so

11:10

much engagement from

11:11

that fricking post,

11:13

but it was like, it was fun. It was

11:15

fun. Again, not saying it was

11:17

flash or ass, I'm just saying it was like something

11:19

personal and funny that people were able to

11:21

connect to, and that

11:23

actually does lead to them

11:26

wanting to work with you, right? Because they're getting, not

11:29

my bikini bottom, but

11:31

they're getting insights of who

11:34

you are as a person, right?

11:36

And as Kel said before, people buy

11:38

into people, right? Especially

11:40

from a financial advisor standpoint. Me

11:43

going to this conference next week. I just keep

11:45

thinking these are a bunch of stuffy

11:47

ass white dudes Right

11:50

and like I'm not gonna look to that

11:53

person to help me with my financials

11:55

Whereas like story I'll look at your

11:57

shit because you're personal you're having fun. You're being

11:59

relatable. I'm like, oh this feels more

12:01

like Authentic

12:03

to me, and so

12:05

I think it's just really important putting your personality

12:08

out there because again, that's

12:10

what people are really going to buy into.

12:12

And once I think a lot of people to

12:14

a lot of us have been, I know the 3 of us specifically,

12:17

we've been in our industries for a really long

12:19

time. At this point, we're established in

12:21

what we do. And so it's fun to

12:23

share things outside because people get

12:25

to know us from a different perspective than

12:27

just business. No,

12:31

I was just going to say it ties back to a conversation

12:33

that we had in our episode, right?

12:35

Where you were saying like, how do you break

12:38

out of what you've known? And

12:41

to Christina's point, she's probably not going to

12:43

work with a stuffy white dude. So

12:45

it's like she, it helps to see people

12:48

like you doing

12:50

the skill that you need help with. So there's just

12:52

we buy based on values. We, I

12:55

could go into a whole like buying strategy,

12:57

psychology type of thing. But we buy

12:59

based on our values and connection.

13:02

Just like Christina said, like her most viewed

13:04

stories, one of my most viewed stories

13:07

was when I was cleaning out my closet and I was

13:09

like, Hey, fun fact, I learned over Christmas,

13:11

you're supposed to replace your underwear every

13:13

six months. And I put

13:15

up and it was like 500 plus people

13:18

voted on that story. And that's the most

13:20

I've had in a couple of years. And

13:22

I did tie it back to something. Yeah,

13:25

a teachable moment. In the work

13:27

that I do, but it's interesting

13:29

to see what pops off and what doesn't

13:31

it sounds like it's super

13:33

simple, right? It's your everyday life. Those

13:36

2 literally 2 stories you guys use

13:38

was just like, you were doing something in

13:40

your normal day life and we're like, should

13:42

I got to talk about this? And I believe that is

13:44

the simplest route and the easiest

13:47

route for every business owner and whoever's

13:49

wanting to create content is you're just

13:51

day to day stuff. You just have to remember

13:53

to actually record it and go through that.

13:56

It's really that simple.

13:57

But I think to that point, like neither of

13:59

us were trying to do anything, like

14:01

we weren't trying to lead that to sales.

14:04

It just was like something funny, like

14:06

a lot of times that comes up and I'm

14:09

sure Christina can relate to this too. It's just like something

14:11

you're just like, Oh, this is funny. Or I'm Going

14:13

through this right now and you pop it up

14:15

there with no intention of it leading to sales,

14:18

but it converts because there was personality.

14:21

There was, you were showing some of your humanness.

14:23

And I think for me personally,

14:26

when I'm not trying

14:28

to make content convert, we're talking

14:31

social media marketing specifically,

14:33

it's like I make the most sales when I'm

14:36

like not trying to sell.

14:37

Me too. Me too. I

14:40

think people also just like I said. Especially

14:42

because again, we are established in

14:44

our industries. People already know what

14:47

we do. People know what we

14:49

do and none of us have a service that

14:51

it will Kelsey. Maybe it's a little more urgency

14:53

with her service, but our services are

14:56

urgent. It's 1 of those things that people

14:58

are like. Oh, when I need it,

15:00

I know who to go to and why will

15:02

they come to us? Because we've established

15:05

that brand because we've infused our personality

15:07

about it. Like people work with me because

15:09

they genuinely trust me. That's

15:11

not by me spitting off three social media

15:14

tips, right? That's just me

15:16

being the asshole that I am and

15:19

people connecting with that personally. When

15:21

I think about even. I've when I scout

15:23

scouted out different clients and stuff,

15:26

1 of the things that I stray away from if somebody

15:28

is really religious, right? Where they're like,

15:30

oh, I'm like, super Christian days. Okay. I know that's

15:32

not gonna work with me. But that will work somebody.

15:35

And I think that's still a very important piece to

15:37

infuse into their content. Because it's a values

15:39

thing. It don't work for me, but

15:42

that's okay. So I think it

15:44

doesn't matter what business you're in really infusing

15:46

your own values. Personality and your

15:48

values and stuff is what's going to ultimately

15:50

connect you with the ideal client.

15:53

And then when it's time for

15:55

them to have the service they need, they're going to know exactly

15:57

when to come to you because they already can have to do with you

15:59

on a personal

16:00

level. Okay.

16:02

So we pounded home that it's relatively easy. Be yourself

16:05

and it converts sales, but now let's

16:07

really get into like, how the

16:09

hell do we do this? Let's start with a business

16:11

that may have a basic ass website and

16:13

really nothing else. Talk me through

16:15

what needs to happen in the beginning and

16:18

go through the entire marketing

16:20

situation, please. What are you going to put us? You're

16:25

good at what you do. So you better get it. I'm

16:27

thinking like someone, all they have is a website.

16:29

I'm a business

16:30

owner. All I have is a website. I sell, I sell widgets

16:32

or, doesn't matter what it is. I might Facebook

16:35

because everyone in the world does. So that's really

16:37

it, right? I might have my business page

16:39

up on Facebook, but we don't do anything,

16:42

right? It's just there to

16:42

be there. Yeah, I think the

16:44

1st thing is understanding your target

16:47

audience. That's the 1st thing you're going to need. We can't

16:49

even start to build out any type of marketing strategy.

16:51

If you are not super, super clear

16:53

how what it is that you offer and who you

16:55

serve. And I think I see

16:57

this a lot. And I know Kelsey does from

17:00

the coaching aspect. I even see it a lot from

17:02

the service provider aspect where.

17:04

Exactly what you're saying. A client will come to me

17:06

and they only have a website. But then when

17:08

I started to dig deeper with them, they don't even like really

17:10

understand what their brand is even about. And,

17:13

or like I had a huge company

17:16

I worked with last year. They couldn't even tell me what

17:18

their brand was about, which was a huge problem.

17:21

And so before you can even get started with that

17:23

marketing plan, you need to tap into that

17:25

first. Yeah.

17:27

And I'm just thinking just outside of the box

17:29

here, right? Think about when you're traveling and

17:32

you're looking for a restaurant to eat. I

17:34

think when I go back to the basics of,

17:36

like, where you should position

17:38

yourself is where are people looking

17:40

for a solution? So I'm traveling,

17:43

I'm out to eat, I want to go out to eat, I'm

17:45

like, Thai restaurants in my area.

17:48

Where am I going to be looking? Probably Google.

17:50

Yelp Google Maps,

17:52

like I've,

17:55

yeah,

17:56

And so it's just I use Google Maps

17:58

even to find restaurants near me

18:00

sometimes. Yeah. So it's

18:02

a, it's understanding, yes, where

18:05

your ideal client is, but any good entrepreneur

18:08

is creating a solution. I'm

18:11

selling you a solution. Like I have something

18:13

that you need now. It's positioning

18:16

it in places where

18:18

people are asking those kinds of questions.

18:20

So it's yeah, a simple website could

18:22

be enough, right? For a Google search,

18:25

but.

18:33

How do I mute myself?

18:37

Mute at the bottom. I

18:40

got it. No, so, yeah,

18:42

so it's like, where are you positioning yourself?

18:44

And where is your ideal client looking

18:46

for answers? Because

18:48

that's where we meet them where good marketing

18:51

is meeting them where they're at.

18:53

Yeah, so that would be the 2nd

18:55

step then. So it's so to really break

18:57

down the plan you asked us to do right?

19:00

It would be, I would start with identifying

19:02

your services and really making sure you're really

19:04

grounded in those then identifying

19:07

who your ideal client is and then you have

19:09

to start thinking, okay, where, what are

19:11

like, what Kelsey's talking about? What are

19:13

my clients behaviors?

19:16

Mostly right? Like, where are their user

19:18

behaviors? And then that's when you start to identify

19:20

where they hang up. What are they

19:22

doing? What platforms are they hanging

19:24

on? Something that came up for me when I

19:26

was prepping for my conference for next week,

19:28

especially with financial advisors specifically

19:31

was, nobody thinks to use tick tock,

19:34

which is why story is such a great

19:36

example of thinking outside the box

19:39

in your industry. Because the truth is there

19:41

is an ideal client. There is a target audience

19:43

over there. For sure. We're still

19:46

trying to get that all mapped out completely,

19:49

of course, and really narrow it down, but there

19:51

is a market. So you really have to think about

19:53

your age demographic. That's going to be huge.

19:56

I said this last week and I'll say it again.

19:59

Millennials and Gen Z's are the adults

20:01

of the world. That's scary as fuck.

20:03

So think about Millennials and Gen Z's.

20:06

Where are they going to be on social

20:08

media? Now, then take it a step

20:10

further. That's when you start to identify what platforms

20:12

might they be on. Am I looking for somebody who's

20:15

a little more professional? Cool. I'm going to hit LinkedIn.

20:17

Am I looking for a tweet asshole? I'm going to

20:19

hit Twitter. I hate Twitter so

20:21

much. But my point is that

20:23

would be the next step in. The marketing plan

20:25

to figure out. And then from there,

20:27

I think that's when it actually gets easy. I

20:30

don't think creating content is that hard. I know

20:32

it's my specialty, but I don't think creating

20:34

content is that hard if you can get out

20:36

of that mindset piece around it.

20:38

So to really find your target audience

20:41

I know that I revamped, what is a year ago,

20:43

probably Christina, how I've switched to

20:45

women business owners, minority business owners, which

20:47

is funny because I grew up in

20:50

the insurance realm. And all we cared about

20:52

is if you could breathe and fog a mirror. And

20:54

sometimes you didn't even have to do that. Really. And

20:56

that's how we were trained. Literally we

20:58

are trains. That's everybody

21:01

is a dollar. And it obviously

21:03

it's my whole business partner situation. We got through that,

21:05

but finally, transitioned and I

21:07

want to tell everyone this, like I went through it audience

21:10

change or target market change, and

21:12

really what I looked at is one, who

21:14

the hell am I already serving? And

21:16

of them, who do I like to work

21:19

with? Three, how relatable

21:21

and all of that is and how much fun it is.

21:24

And what I'm hearing from so far,

21:26

and this will be a common theme of what we talk about, except

21:29

for the last part of this conversation is

21:31

we're not talking about money.

21:33

We're not talking about how much they can pay

21:35

you, what their worth is, any of that from

21:38

a target audience perspective, it's

21:40

about. Who they are and if

21:42

you want to work with them and you like to work with

21:44

that type of person, right?

21:46

It's interesting that you say that as I'm sitting

21:48

here It's like the money conversation hasn't come

21:50

up at all And we're not even talking about

21:52

what it costs to work with the person it

21:54

because at the end of the day It's like that's the

21:56

last thing That

21:59

usually plays a factor. And most people,

22:01

if they've already connected with you,

22:03

they're gonna find a way to pay. And

22:05

what I'm hearing from you, Stoy, is like, what you've

22:08

done isn't, you didn't niche

22:10

what you do. Neither have Christina

22:12

or I. We don't niche what we do. What

22:14

we do and how we serve, we've

22:17

niched our demographic. And this is

22:19

something I teach my clients a lot is

22:21

to niche your language, not yourself,

22:24

because I think a lot of things, one

22:26

thing that I see, like a mistake that happens, especially

22:28

in personal branding in the online space

22:31

is people want to change who they are

22:34

to serve a certain type of person.

22:36

And it's but then that doesn't work because.

22:39

You've already missed the mark. You're trying to be someone.

22:41

You're not you're trying to serve

22:43

someone. That's not, you're trying

22:46

to serve someone. The intention is

22:48

there, but you've done it the wrong

22:50

way. If that makes sense.

22:51

Yeah, I think it's also important to note

22:54

that as your business grows and expands,

22:56

your ideal client is most likely going to change.

22:58

Think about it. You just said it, but like Kelsey to like.

23:01

The ideal client you were working with 7

23:03

years ago is, I know for sure,

23:05

the client you want to work with now, right?

23:08

And vice versa, and I also think people

23:10

forget, people tend to think this

23:12

is my target audience, and that's it.

23:15

Even, I remember Stoy and I, we were talking

23:17

about different strategy, and he was like, I

23:19

was like, I think we need to do some content, etc. on this,

23:21

he's yeah, but none of my current clients even give a

23:23

fuck about that. We weren't trying to target

23:25

the same type of clients. We're trying to target a

23:27

totally different demographic. And so it

23:29

was important for us to tailor

23:31

our messaging, not his service,

23:33

of course, his messaging to that ideal

23:36

client. And as you grow and expand,

23:38

it's going to change. I just did a big pivot

23:40

to. Like nothing

23:43

changes. It's just who I'm talking to. That's

23:45

it. That's it. Here's

23:47

a toss up for Kelsey. Oh, I

23:49

believe that a person, a

23:51

business owner can't really understand who their

23:53

target audience is until they really

23:56

understand who they are right now.

23:58

We all start with that. I just want to make money. I don't

24:00

care who the person is. We've all been through that, but

24:02

once you start understanding and working on who

24:04

you are, what makes you happy, your relationships,

24:07

it hones actually in your target audience,

24:09

regardless, just because you worked on you,

24:12

what would be like the, a

24:14

few things that before I can

24:16

even understand my target audience. Cause I know there's a lot

24:18

of us out there going. I just want to make money.

24:20

I'll work with anyone, but truly that's not

24:23

the case. What are some initial steps

24:25

that they should work on from their mindset perspective

24:28

to get them in the right frame of mind to

24:31

hone this in?

24:32

Oh, I can't wait for the splice this up.

24:36

That's so good. I'm

24:38

like, the pre workout's kicking

24:40

in. I'm getting hot in the seat. Like I'm like

24:42

ready to go here.

24:43

So that's when she's about to fucking pop off.

24:45

So I'm like watching the sweat about to

24:47

happen.

24:49

Yeah. I think to your point, you do

24:51

lead with I can help everyone.

24:54

I started in fitness. I was like, Oh, I can

24:56

help at anyone like a size,

24:59

race, shape, whatever. It doesn't matter. I can help

25:01

them achieve their goals. But

25:04

what happens is when, You,

25:06

you do often need to start with getting

25:09

some clients and some experience to

25:11

realize who you like working with

25:13

and who you don't. So you can

25:15

start to sift and sort your

25:17

messaging. Yeah. To that

25:19

point is if your mindset

25:22

is, I can help everyone and you

25:24

stay there, You're going to help

25:26

no one because you're not

25:28

being, you're not relatable enough

25:31

and it's not activating enough

25:34

for people

25:36

to buy from you. Like when

25:38

you speak to everyone, you speak to no one. So it's

25:40

like getting that general, generalistic

25:43

thing. So again, I go back to niche, your language,

25:46

not yourself, your service doesn't

25:48

change who you're speaking

25:50

to does. Yeah. And

25:52

that kind of goes back to relatability

25:55

on values honing

25:57

in on who you're getting the best feedback

25:59

from, like who you really enjoy working

26:01

with. Like you said, it's I don't want to work with people

26:03

that drain my energy. I don't

26:05

want to, I don't want to work with people that I need

26:08

to hold their hands. Yeah,

26:11

I don't think you so

26:13

going back to your question story with

26:16

understanding yourself It's almost

26:18

like you got to go through the bullshit in order

26:20

to understand yourself Kelsey

26:22

saying like when you start out you're like, oh, I'll

26:24

work with anybody. Of course. We've all

26:26

done that I've done that right and

26:29

I think about who I was when I first started

26:32

my business compared to who I am now.

26:34

And it's just, oh my God, it's a world

26:36

of a difference, but I wouldn't have been able

26:38

to get this understanding about me, my

26:40

capacity, what I want my business to look

26:42

like. If I didn't go through all that other shit.

26:45

So it's yeah, you want to understand yourself,

26:48

right? So that you can understand who you can help,

26:50

but you almost have to go through that trial and error

26:53

in order to even get there.

26:55

And it's, it is uncomfortable to say I'm going

26:57

to, I want to help everyone. Cause like we care more

26:59

about people than we do money. Yeah, everyone

27:01

we work with in our communities feel

27:03

that way because if not we kick them out or

27:06

leave them very quickly. Or five years

27:08

later. And so it's uncomfortable to do that.

27:10

But what we're saying in terms of for

27:12

me, it's women in minority business owners. Doesn't

27:14

mean I'm not going to work with a white male who's

27:16

a business owner either. It's just

27:18

that our messaging and what we're focusing on is

27:21

that will there always be others? Yes.

27:23

Absolutely. And everyone should be aware

27:26

of that. It's not like we're purposely going white

27:30

male, nah, pass next

27:32

question. Now, if they're about a

27:34

little too old, maybe that is the answer. But

27:36

what I'm saying is we are, we still have

27:38

those clients. Those still clients do come in to

27:40

talk to us, but the

27:42

ones that we know we really want to work with. Are

27:45

around this messaging. So I think

27:47

that's great. I know. I ask people that all the

27:49

time. And I would just say, I'll ask people that all the time. They'll

27:51

be like, cause people get so bogged

27:53

down in the niching down to the specific

27:56

person. I'm like, bro, if okay.

27:59

Fucking mom narrative I only want

28:01

to work with moms. I'm like, alright, so if I told

28:03

you I wanted to work with you, but I'm not a mom,

28:05

are you going to tell me I can't work with you? And they're like no,

28:07

I'm like, people need to keep that open mind to

28:09

you, my business is 95 percent

28:12

healthcare. Does that mean I won't work with anybody

28:14

else outside of that? No, I

28:16

will, but there are parameters, right?

28:18

I got to make sure they're a really good fit for me

28:20

to do that. And yeah. It was fun

28:22

to throw that tidbit in there. Yeah.

28:24

And from a mindset perspective too,

28:26

is you started a business. You

28:29

also, yeah, yes, strategy is

28:31

important and yes, who you're speaking to is important,

28:33

but you also have to be willing to

28:35

look at yourself and how you've grown as well.

28:38

Like I'm at a point in my career where

28:40

working Beginners isn't exciting

28:42

to me. It's just, it's more of a

28:45

drain, right? Cause I know there's more

28:47

effort and energy I need to pour in

28:49

to get you up to speed. And the ROI

28:52

on that is not. It's

28:54

just not worth my time, right? So even

28:57

as I'm self aware of that

28:59

and willing to admit that and accept that, and

29:01

I'm shifting who I'm speaking

29:03

to. And yes, I think as a business

29:05

owner in entrepreneurship, working

29:08

on yourself goes hand in hand with

29:12

whatever results you want to

29:14

create.

29:15

Yeah, here's a tip out there for business

29:17

owners who are feeling

29:19

and doing this and are like I want to work with

29:21

everyone. Go be

29:23

friends with your colleagues. They're not competition.

29:25

They're colleagues. Okay. Go figure out

29:28

their business because when that person

29:30

comes to you, and for example, for Kelsey,

29:32

it's a startup, someone brand new,

29:34

that's not hers. Guess what? I guarantee

29:36

she has someone in her network. That's a colleague and

29:39

can just make that introduction. That

29:41

does a couple of things. One, it makes you look like a bad

29:43

ass and that you care for that person because you do. And

29:46

two, it's helping the entire industry

29:48

wide help these people. In

29:51

whatever service product doesn't matter

29:53

to be able to do that transcends

29:56

who you are to a degree that

29:58

like, I don't know, there is no ROI on that. There

30:00

is no, you could never do that. It is a

30:02

trust, a relationship based

30:04

thing. So the tip is go

30:07

figure out who your colleagues are, get to

30:09

know them, get to know their business and their niches.

30:12

And when those people come to you, you have

30:14

a really good hand to go feed them to.

30:15

I literally

30:17

just said that over the last few days. I don't

30:19

do PR. I don't do PR,

30:21

but I know somebody who's really good at it. So

30:24

I can bring them in and say, Hey, this person

30:26

can do PR. And like you said, people are going to

30:28

respect that because it's like, you can't

30:30

work with me, but Hey, I got your back either

30:33

way. There's enough money to go around for everybody.

30:36

I don't look at anybody I work at with

30:38

as competition. Especially because

30:41

I'm going to be somebody's cup of tea and you're going to be somebody's

30:43

cup of tea. Somebody might not like me, most

30:46

love me, but some might

30:48

not like me, right? And so it's important to

30:50

have that number. And I think it goes

30:53

to,

30:54

Businesses go through seasons. And if

30:56

you're not looking at it that

30:58

way, you may need.

31:01

Someone else's skill in a different season

31:03

of business and something like I'm going to have an unhinged

31:05

comment here too, right? Is like

31:08

I like you're not hoarding

31:10

followers and you're not hoarding clients

31:13

your offer if you're truly service base

31:15

is I'm gonna show up and meet you where you're

31:17

at and promise

31:20

the service that I Sold you And

31:22

what, by the end of our contract, hopefully

31:25

you don't need me anymore. If you do

31:27

resign, but if you've, if I've

31:29

gotten you to a point where you're ready to

31:31

invest in someone else's skills, I've

31:34

done my job. So I think there's

31:36

this narrative in the coaching

31:38

industry specifically is like people

31:40

are so worried about like hoarding

31:43

clients. I'm like, you're not, it's not your job

31:45

to hoard people. Dude, how many clients? Let them

31:48

go. Let them come in and out of your world.

31:50

You and me have worked with how many of the same fucking

31:52

clients? Back and

31:54

forth. It's just like incest.

31:57

It's really for incest. Incest

31:59

is tough. I'm thinking of war crimes that

32:02

we've definitely tossed back and forth

32:04

multiple times, right? Because I'm

32:06

being a cat. That specific

32:08

client was in very different area seasons

32:10

of her business where she needed Kelsey

32:13

and then she needed me and then she needed Kelsey.

32:15

And recently she just needed me again. And I'm,

32:17

she's coming back with Kelsey soon. And do

32:20

we feel any type of way about that? No, it

32:22

actually has made our jobs easier

32:24

when we do work with that client because Kelsey and I can come

32:27

back to each other and I can say, hey,

32:29

she came to me about this and she could say, okay,

32:31

hey, when I was working with her, we worked through

32:33

this. Yeah. And it's actually made the,

32:35

it's made that client flourish

32:37

even more. So it's like, why are we

32:39

don't need to do that. Like you can share,

32:42

we can all help each other, but people don't.

32:44

This episode is going to bounce off with Alabama.

32:46

I'm just, it's going to be in their search engines. It's great.

32:48

Oh, with Insta. Insta.

32:51

Insta.

32:51

Insta. Listen,

32:54

I said, I'm about to get on hinge. I

32:56

just opened the door. Why don't you kick that motherfucker?

33:00

Here we go.

33:02

Let's go. I can't wait to spice this shit

33:04

up.

33:07

No,

33:07

but it's just if you're truly, if you're truly

33:09

looking to again, if we're bringing

33:12

this all back into context,

33:14

it's entrepreneurship is

33:16

problem solving and in different

33:18

seasons of your business you're And life

33:21

let's be honest, let's bring it into life too,

33:23

because not everything that I focus on with my

33:25

clients is sales and marketing related. A lot

33:28

of times it is, lifestyle

33:30

shit that's bleeding into and

33:32

hindering their sales and marketing in

33:34

their business. So I'm grateful

33:36

and I feel blessed that I'm skilled in,

33:40

my background is diverse because

33:42

I can tap into different tools

33:44

and coaching practices

33:46

when I'm working with people. But long story short

33:49

it's true. Entrepreneurship is problem solving,

33:51

and you're going to have different problems in every season

33:53

of your life and business.

33:55

All right, Christina's turn toss up. Here

33:57

we go. Great social

33:59

media marketing. Yeah. What

34:02

should we be on? There's how many platforms

34:05

literally every week. There's a new

34:07

platform coming out. That's trying to take down Twitter.

34:10

Tell us like, what should we be on?

34:13

What kind of, and then we'll get into content creation,

34:15

but look, tell us like what platform

34:18

should we be on? Yeah,

34:19

it depends on your industry. So do you want to throw some

34:21

industries at me first? And then I can use examples.

34:25

Let's see there's, let's break it down to there's there's really

34:27

only two huge

34:29

subsets of industries. The service based

34:31

people, all of us. And then

34:33

your product based people, whether

34:36

that's restaurants or shoes.

34:37

Yeah, absolutely. So it really,

34:39

like I said, it all comes down to who

34:41

your ideal client is. And so these ideal

34:43

clients are, there's all these platforms.

34:46

I'm going to start off by saying you don't need to be on every platform.

34:48

Like soy is, and I

34:54

had to throw that one out there now, but

34:57

for real, you don't have to be on every single platform.

34:59

If you're on those platforms with intention,

35:02

right? And so it really

35:04

just depends on who your ideal client is.

35:06

Now, again, if your ideal market is.

35:09

That Gen Z millennial crew,

35:11

then most likely being on Instagram and TikTok

35:14

are going to be really beneficial for you. Now,

35:16

right? There are a lot of millennials to over

35:19

on LinkedIn. But if you're not looking to work with.

35:21

If you're if your service is to work

35:23

with everyday professionals, right?

35:25

Or just professionals in general, then LinkedIn might be

35:27

a good choice for you. Kelsey is a service

35:30

provider, right? But her ideal

35:32

market might be on Instagram and tick

35:34

tock, right? Because she's looking to target the everyday

35:36

person. My ideal market is on

35:38

linkedin. So I'm going to use linkedin. Now,

35:40

if you're a product based business, I absolutely

35:43

think you need to be on Instagram and tick tock, especially

35:45

tick tock. Tick tock. Got some really great things

35:47

like tick tock shop. I know Kelsey and I

35:50

have gotten in a chokehold over tick tock shop.

35:52

So think about what you're, you have to think about

35:55

who your ideal client is to really determine what

35:57

platforms you're going to be on. And then

35:59

you also need to remember that social is just 1 part of

36:01

the funnel. If you're not doing everything

36:03

else, then it doesn't matter. I had a client

36:06

and I had a shitty situation with 6 months, what

36:08

was it like 3 months ago? Not even, and

36:10

it was because her only funnel

36:13

was social media. Social media

36:15

can only do so much for you if you're not doing

36:17

all the other things. If your website is

36:19

trash, like that's going to play a role,

36:22

right? Because if your goal is to

36:24

drive traffic to your social media

36:26

from your website, or I'm sorry, to

36:28

your website from your social media, but

36:30

your website is trash, driving

36:33

all that traffic is pointless. So

36:35

it really, when it comes to the marketing side of things,

36:37

again, I go back to what I said earlier, you have to

36:39

understand who your ideal client is first.

36:42

So you said all the social media and then all

36:44

the other stuff, all the other stuff is what website,

36:47

obviously

36:48

website, email marketing. I know.

36:50

I can't help it. I don't want to ramp

36:53

a website. You want to make sure your website's up

36:55

to par, especially if you're a service space, right? You

36:57

want to make sure if you're a product space.

37:00

Yes, your website, but you also want

37:02

to make sure that the consumer experience

37:04

is positive, right? So if I'm trying to buy something

37:06

off your website, and I have to click

37:08

around 100 times, and then my credit cards

37:11

not working because it's glitching, whatever the fact

37:13

is, that's going to deter me from even messing

37:15

with your product. So you need to make sure that

37:17

your user experience is really good

37:19

and really strong. So that's part of the funnel. Yeah,

37:22

email marketing. If you're collecting emails

37:24

in any way, shape or form, you should be

37:27

nurturing them. I just signed on a client

37:29

2 weeks ago. And when I went to talk to them,

37:31

I said they were telling me how they

37:33

are doing like this lead generation, essentially

37:36

to get patients. And I go what are you doing with

37:38

those emails once you collect them? And they're like, nothing.

37:41

And I'm like, here's

37:43

a service for email marketing sign for

37:45

it now. And they did, they

37:47

were like, yeah, I'm locked in. So it

37:49

all comes together. But the most important thing

37:51

to remember is that. All

37:54

of those things need to be cohesive with

37:56

each other. They all work together

37:58

to be successful. Again, if social media

38:00

is just your thing. That

38:03

didn't even work. You gotta do the other things too.

38:05

How,

38:06

And I have two things, or one, and then

38:08

I'll let Kelsey go. Restaurants, if you don't

38:10

have your menu on your site and I can't get

38:12

to it easily, and there's no pictures

38:14

and shit, I'm not coming to your

38:16

restaurant. I'm just not going. I won't do it. And

38:18

that's an industry, again then we think about

38:20

delivery, right? Because marketing is

38:22

also delivery. And food wise, I'm

38:25

a foodie, right? I like to see

38:27

what's on the I like to see what's on the menu. If

38:29

you have shitty

38:30

food picks, and

38:33

I'm probably not Again, not trying to be

38:35

an asshole here, but I'm going to gravitate to

38:37

the presentation. It's all about aesthetics,

38:40

especially in food and in the restaurant

38:43

industry,

38:43

right? Unless you're that hole in the wall Chinese joint

38:45

down the street. It's so funny

38:47

because it's

38:47

like,

38:49

Chinese

38:51

food actually is like what was playing

38:54

in my mind. But again, it's just like a

38:56

relatability thing as we're having

38:58

this conversation. It's interesting that all of

39:00

us were like, Okay. Chinese food and

39:04

the low quality pictures. It's you're the outlier.

39:06

Yeah.

39:07

Do not follow a Chinese restaurant. Don't

39:10

do it.

39:11

But also you think about food

39:13

pictures so important,

39:15

right? Because again, so for me, I'm

39:17

always going to go to social media to check

39:20

out what their food

39:22

looks like. I did the content shoot

39:24

back in December with a local restaurant,

39:26

right? Got some real high quality photos.

39:30

I'm just going to put it out there living in South Florida. There's

39:32

a lot of shitty restaurants here, but they got some

39:34

bomb ass social media that makes her shit

39:36

look really good. And so we're

39:39

going to bring people in because of the vibes. It's

39:41

all restaurants. It's all about the vibe. All about

39:43

the aesthetics living in a very popular

39:45

area, areas such as South Florida, it's

39:48

all about the aesthetics and the vibe. And

39:50

if you can convey that through social,

39:52

oh, man, it's strong. Even

39:54

if your food sucks,

39:56

you can be at the most hole and hole in the

39:58

wall place. But if you have a really good

40:00

food photos, I'm going to choose that

40:02

over, the

40:03

fucking, Not the Chinese. I'm always

40:05

going to choose Chinese.

40:07

But it's I like hole in the

40:09

wall places, but if your food presentation looks

40:11

really good, I'm more inclined to try

40:13

that than the mainstream,

40:15

busy, popular Me

40:17

too. Modern is the word I was looking for,

40:20

like modern.

40:21

So you're welcome restaurants. That's a free

40:23

advice from all of us, right? Just free

40:26

plug for all

40:28

of

40:29

you. My PayPal

40:32

is open,

40:32

So we've got social medias. We've got, obviously

40:35

we've got your website, email marketing.

40:38

Where are we in today's age with

40:41

blogs, articles, and podcasts?

40:44

Whoa, I think there's such a market

40:46

for all of that right now. Podcasts

40:48

are okay. So this is something I'm going to

40:50

talk about next week. And, story, we

40:52

do this podcasts are

40:54

such a great outlet to really get.

40:57

All the juice out, right? That's what we're

40:59

doing right now. We're not going to go on our socials

41:01

and get all this juice out right here, right?

41:03

The podcast is a way for

41:06

people to get the meat of all of what you're

41:08

trying to say. I know Kelsey dives really deep

41:10

into her podcast on things and

41:12

and all of that social content, which is great.

41:15

But what I really love about podcast

41:17

and email marketing and blogs

41:19

is it's that's direct. That's

41:22

not you don't have to rely on the algorithm

41:24

to push your shit out of there. Nothing who

41:27

are assuming that material really

41:29

want to consume that material.

41:32

And I see those things really making

41:34

a comeback and then I'm blogging is just

41:36

good for SEO purposes. If you should

41:38

have a blog on your website, if it's applicable,

41:41

because it's going to help. I think all of that is super

41:43

relevant and it's all part of. The

41:45

funnel, but I like the directness

41:48

that it allows you to have with the

41:50

potential client a lot.

41:53

Yeah, and to answer that for me, I think

41:55

it swings both ways. What are

41:58

your strengths for me for

42:00

swingers both ways

42:02

and incest. I

42:05

didn't even, I

42:06

didn't even, I didn't even make that

42:07

connection,

42:07

but it's just it goes, it it does, it goes both ways.

42:15

Oh, Lord,

42:17

I'm done by Homer Simpson, the fucking

42:20

bushes right now. I'm out of here. Keep

42:23

going. I'm done talking. No,

42:25

but something that I've realized too, and bouncing

42:27

off what something Christina said earlier is

42:30

if someone only has a website or

42:33

first is understanding what their business is

42:35

and what it's trying to do. And what stage.

42:38

Of business are they in right? What

42:41

stage of business are you in? Because she made

42:43

the reference and I think I know what client she's

42:45

talking about, but they're

42:47

in a brand awareness stage and they're just trying

42:49

to pump all this stuff through social media. It's

42:52

yeah, you're going to be in that stage probably

42:54

for a while. Oh yeah. And

42:57

then if your website looks shitty. And

42:59

your social, it's just it's a growth process. So

43:01

what stage of business are you in also

43:04

helps me determine where I would coach

43:06

you. And I think it's focusing on one thing

43:09

at a time. Let's solve one problem at

43:11

a time. And I think something that we've both seen

43:14

in a program that we coach in

43:16

is a lot of these clients are coming

43:18

in pretty green and they're trying to do

43:21

all this, all the stuff all at

43:23

once. And it's just no dude,

43:25

you need to focus on one thing, like master

43:27

this one thing. Then we can layer

43:29

in this and then we can layer in this.

43:31

And I think that's a big,

43:33

like a big thing I notice in coaching

43:36

clients, but I think

43:39

in terms of podcasting long

43:41

form content, it depends

43:43

if that plays into your strengths. Yeah.

43:45

Yeah. Now, if you don't feel like you have

43:47

a lot to say, I have a lot to say, Christina

43:49

has a lot to say. You can talk, you can go in

43:51

deep on certain topics. For

43:54

me, it was exhausting

43:56

to be doing that in my stories,

43:58

like on social media, when I could be

44:00

doing that on a podcast. That makes it evergreen

44:04

that I can then cross

44:06

promote offers that I have going on. So

44:08

I upsell, downsell, I cross

44:10

promote. Based on my podcast

44:12

and social media. But again,

44:15

I had to get to a point where I was layering

44:17

that in and playing into

44:20

where are my strengths and what is the best.

44:36

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44:38

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44:58

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45:00

is available on the Black Mammoth website,

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45:07

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45:09

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45:11

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45:13

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