In this episode, we're talking about learning like you're a newbie. I've been in sales, marketing, business and branding for over 20 years, I've had my business for over 8, I've had my podcast for over 5 years now and I'm a big believer in having a simple business.
I shared this with a client the other day that I believe in simple business – that doesn't mean it's easy but you can keep it simple by focusing on the key things that matter.
So whilst I'm focusing on the simple business buckets that I talk about and teach in BBA, I'm always looking at how I can get better at those things.
You think you've nailed your copy, content and marketing the Chat GPT comes along.
You think that you're growing on Instagram then reels come along.
You think you'll never get on TikTok then you realise that actually, that's a great way to grow a new audience.
So even though you might be highly qualified and experienced, not having a big head about it and always being willing to learn new things is so important in business – because if you don't have that mindset then you can really miss out on evolving as a business owner as well as a business.
Starting with the basics and then going from there – obviously when we start our business, one of the first things that we're told to do is create a lead magnet. But if you've been in business for a while, like me, you'll know that having a lead magnet that actually did well was a lot easier a few years ago.
Nowadays every woman, man and child has a lead magnet, so the question is, how do you make yours stand out?
Firstly you have to see if you're lead magnet is actually working and what I mean by working is –
So measuring it, helps.
If you're looking to create a next-level lead magnet then there are a few things to think about.
2. Targeting audience growth & Marketing
Right now I'm looking to grow the podcast. We have about five and a half thousand downloads a month but I want to rank higher, I want to grow the audience, and I want to make the podcast one that is known.
Now I've had the podcast for 5 years but do you want to know what I searched on Youtube the other day? How to grow a podcast. Do I know how to grow a podcast – sure – but what if I learnt something new from someone else? What if out of the 10 things they share there are 2 things that I'm not doing that I could do?
Now if you're finding that yes you have a lead magnet but no it's not helping you build your leads or your list, the other thing is that so many people say to me, I have a lead magnet but no one really downloads it. When I ask how often they market it, the answer is – I don't or I did when I first had it but I don't know.
3. Building a brand in new spaces
Think about your product and service evolution, do you need to reach new audiences, do you need to build a brand with new clients?
I think one of my biggest self-sabotages is that I got comfortable – too comfortable and stopped focusing on building my brand with new audiences. I was so busy with current clients (which was great) but I had the rollercoaster dip which was a real problem. If you keep building your brand consistently then you're always attracting new people in. Now you can put that on autopilot with things like ads and evergreen funnels but that costs money, so always looking at how you're building your brand and continuing to look at the market and what you're doing with fresh eyes is so important.
4. New messaging
What does my message need to be now? It's not about changing what you want to be known for, it's about looking at how you're communicating what you do and how you do it. Looking at things with fresh eyes will help you bring your message out more.
Oh, hey how are you? Welcome back to the podcast, I hope that you are doing well. We are almost at the end of the financial year here in Australia, which it does think is crazy. So have been working with clients on really thinking about what their end of financial year offer is. I mentioned that in last week's episode as well, because I think it's really important to plan and whether it's ending financial year or not, wherever you are, obviously, just thinking about what you are focusing on this month, what are the marketing messages? What are the offers? What is the brand building that you're doing? What's the mindset work, all the things that I just think, focus on one or two things at a time, and try and make them fantastic. So today, what I wanted to talk about is thinking like a newbie to grow your business, this was something that I do, and that I thought I should share this with you because I just always had the thought even as somebody who has been in sales for like over 20 years, run brand agencies run massive multimillion dollar sales teams, and p&l Profit and Loss, and all the rest of it and running my own business. I never think that I know everything. I just, I just never think that like don't get me wrong. I know that I'm highly skilled, I know that I've got a lot of knowledge, I know that I work at an incredible pace. So I'm not discounting my knowledge and what I've done. But I'm also somebody who is fully aware about the speed at which the market changes. And so for me, I'm just always thinking about what I don't know. And one thing I do want to say is that this is not about like trends and fads. It's about looking at what do I need to learn in my business now based on the changes in the market, which then impact my clients. So in order for me to be able to continue to talk to my clients, coach my clients and support my clients as well as my business. I need to be somebody who is always learning, growing, developing, so that I can help my clients to do the same. So that is what we're talking about today. I think it's a really important one to think about and act on in your business as well. But before we dive in, I actually wanted to take a minute to say thank you to those who have left a review or for the podcast I saw value at Big shout out to Kevin Kwong he said full of gold nuggets five star love the done in a day concept for profitability and client satisfaction. Souza emphasizes being energetically aligned and using tech to streamline systems highly recommend for optimizing operations and finding joy in work. A big shout out to a chromazone I hope I got that right. Binge worthy loves his his voice as much as I love all of the high value Biz Tips she shares in the brandbuilders love podcast so good and one of my absolute faves to binge on wall out walking my dog on the daily. Thanks, Sue. I also just want to let you know that if you leave a review, leave your Instagram handle in the comments so that I can give you a shout out as well. Because I know sometimes the names are just not quite aligned. And then owl Tilden. Sue's knows her stuff want to create a brand that stands out that is based on you Suze is the expert you need this podcast is full of great insight, valuable takeaways and inspiring conversations. You won't regret listening in on this show. So I just want to say a massive thank you. If you listen to the podcast, I am going to ask you to do me a favor. Yeah, if you go to Sue's chadwick.com, forward slash BB owl for brandbuilders lab, then you can leave a review there as well. And if you leave your Instagram handle, I will try and give you a shout out to but when you subscribe to the podcast when you leave reviews that really helps my podcast to rank and more people to find it. And that is something we're going to talk a little bit about it this week in the podcast as well. But that is something that I'm really wanting to do more of get more ears on to the podcast, grow my brand out there doing what I love, which is talking to you and sharing business marketing, branding and mindset strategies and tips. So a big shout And thank you to those who have left a podcast review. And if you're listening to this, I would love you to go and leave one for me too. And share this podcast with your business besties. Yeah, but listen, let's dive into this week's episode. So let's talk about learning in your business as a newbie, I was sharing with a client the other day that I believe in simple business. So that doesn't mean that it's easy. But you can keep it simple by focusing on key things that matter. And so recently, we talked about creating a lean and clean business, which is actually been one of our most popular episodes. But I do want to say that I don't always think that business is easy, I think that you've got to be super creative, which we talked about last week, we talked about the market changing. And so as a business owner, in a very fast paced and changing environment, I think it's really important for us to number one, keep our business as simple as we can, so that we're focusing on the right things that are going to move the dial. And the second thing is just continuing to learn and grow. But it's not about learning everything. It's about being able to assess what is happening in the market, and then deciding what things you're going to focus on. So I you know, that I talked about simple business buckets, I teach it in the board Business Academy, I am always looking for better ways to do what I'm doing within those buckets. Yeah. So like I said, it's not about doing more, it's about looking at what you need to do and then saying, Is there a better way of doing this? Are there new tools that I could use to do this better? Are there things that I need to know and learn in order to be better at my craft to be better at what I do. And so I just think, like I said, the market is changing and shifting so quickly, you think, you know, you've nailed your copy your content and your marketing, then something like chat GPT and AI comes along, you think that you're growing on Instagram, and then reels comes along and broadcast channels and all the rest of it, you think you'll never get on Tik Tok, then you realize that actually, that's a really great way to grow a new audience. And so I think that you've always got to be open to what is happening in the market and not put your head in the sand. So even though you might be highly qualified and experience, not having a big head about it. And always being willing to learn new things, I think is so important. Because if you don't have that mindset, then you can really easily miss out on evolving as a business owner as well as evolving your business. So there's a couple of just basic things, once again, simple, simple things that I want you to think about, and some simple things that I'm doing. So obviously, growing your list is one of the simple things that you should be doing. But what I find is that the market is so saturated with lead magnets. And something that you've created might be like a download, it might be something that you created a few years ago, and it just doesn't really cut it anymore. And so really taking a look at what's around what's working, having conversations with other business owners as well, about what is working in the lead magnet and list growing space, I think is an important thing to be looking at. So that's something that I have been looking at. I was listening to an Amy Porterfield podcast a while ago where she was talking about free webinars weren't converting as well as what like paid Boot Camps are now. So in a saturated market where there was a lot of free content, then creating something that might be a low cost paid product means that you might be attracting better leads because people are willing to pay to solve the problem. And if they're willing to pay a small amount to be active and a part of something, then they may be willing to pay a larger amount to work with you to solve that problem on a different level. So keeping up to date with what is happening right now, as I'm recording this, we're in May 2023, and listening to others in the market about conversion rates, what's working, well paid or free, etc. And then really, really looking at what you're doing and saying is what I'm doing working.
Is it creating the outcome that I want? Yeah. And is it actually giving me in this particular instance, the list growth that I'm looking for the quality of the leads that I'm looking for? And so I just really want to challenge you to think about, is there something new that you can do here that could help you to continue to grow your list, because that is one of the key sales channels that you want to develop in your business and really thinking about how you can do that. So speaking to your audience and understand Finding what their problems are taking a look at the quality of your lead magnet taking a look at whether you're going to do paid or free. And that means like ads as well, are you going to put it out and pay for ads? Is it something that you're just going to share on the regular, but looking at it with fresh eyes means that you are creating something that's relevant right now, that could be working a lot better for you. And so something that I did when it came to updating my lead magnet and testing out the paid versus free as well is that I created a mini sales calls call sell more. And we've run ads to it, we're doing a bit of organic, but just starting to do that as well. If you want to check it out, it's Suzanne chadwick.com, forward slash sell more, which is one word, and we put it at 27. US dollars. Now it is a mini course. So there's a lot of content in there. And I think it's just really about once again, making sure that the quality of what you're putting out there is really high quality, like I know that I could easily sell that course for 151 97 because of the amount of content and the value that's in there. But you just got to test things out. So we're testing that at the moment, I'll let you know how it goes. And I was going to do it for free to start with. But when I had a conversation with a couple of people, they just said that they had found that lower price product, lead magnets and mini courses and things like that were working really well. So I decided to test it and try it. So if you want to check that out, then you can obviously go and take a look at that. The second thing that I want to talk about here, when it comes to learning new things, is looking at your target audience growth and your marketing. So right now, as I said before, I am always looking to grow the podcast, we get about five and a half 1000 downloads a month, but you know, I want to rank higher, I want to grow our audience. I want to grow our downloads. And so something that I recently did, and can I just tell you, I've had my podcast for five years. But something that I recently did that kind of sparked me the reason why I'm actually doing this podcast, and the title of it is that I searched on YouTube the other day, and I searched how to grow a podcast. Now, do I know how to grow a podcast? Sure I do. I teach my clients how to do it. But what if I learned something new from somebody else? What if out of the 10 things that somebody shared, there's two other things that I'm not doing that I don't know about, there might be a new tech that I'm not aware of that could really help me grow my audience? Yeah. And so taking a look at how can I do this thing that maybe I've done for a really long time? How could I do that better? I am always looking to learn more about selling, I am always looking at new sales information, how the market is tracking with selling now, what sales strategies are working. So like I said, Before, I was listening to Amy Porterfield podcast, she was talking about the boot camp, and how the webinar may be converted at like 10 or 20%. But the boot camp, the paid bootcamp converts at like 30 40%. And so that's a really interesting sales strategy. And so just thinking about what am I doing right now? And is there a question that I could ask that could help me to look at this with fresh eyes to get new ideas, even though I might know a whole lot of the things that somebody is saying, is there one or two strategies that I haven't used that I could be using as well. And so I just really want you to look at the gaps in your knowledge that may have come from what's happening in the market right now. Yeah, so really thinking about developing the skills that you have. And that is something that I think about, it's taking what I know and continuing to build on it, taking what I know and testing out different things. And so think about how you can start to do that and maybe write it down, like write down the things that you're doing right now. What would you like that to be? So if you're growing your list, how fast is it growing? How many new subscribers have you got? Yeah, what's your churn rate on it? Is your OPT in working? So if it's not, how can I make it better? How am I engaging my audience even more is are there new email marketing strategies I could be thinking about? So I'm going to be running a emails that slay masterclass in VBA in the next week or so. And I'm looking at new strategies that people are using to engage their audience to make their emails more captivating, to build that engagement. Yeah. So that is something that I am continuing to learn so that I can continue to teach my clients as well. And this is where you want to continue to be like at the cutting edge of what's going on. in your market, so that you can teach your clients about how you can help them as well. The other thing to think about is building your brand in new spray in new spaces. So think about your product or service evolution, do you need to reach new audiences? Do you need to build a brand with new clients. And I have to say something that, you know, is pretty vulnerable and out there. But I think one of my biggest self sabotage is in the last 12 months is that I got too comfortable, I got too comfortable and stop focusing on building my brand with new audience. I was so busy with current clients, which was amazing. But then I had the roller coaster dip, which was a real problem. So if you keep building your brand, consistently, then you're always attracting new people in now, you can put that on autopilot with things like ads and evergreen funnels, but obviously that costs money. So always looking at how you're building your brand and continuing to look at the market. And what you're doing with fresh eyes is important and really taking a look at where am I building my brand? How am I tracking building my brand? What a new ways of building my brand? And also how do I double down on the things that I'm doing right now. And so once again, I there are certain online mentors that I have that I love to listen to, because I get lots of different ideas from them. And also they're sharing, like their journey as well, what's worked and what hasn't worked, what they tested, what they tried. And I love that. And I think that if you can be around people who are in that mindset of testing and trying new things of learning new things, then that will be just become part of your business DNA as well. You know, what is your business DNA? Are you somebody who just sticks with the thing that you learned ages ago, when you haven't really looked at new ways. I use somebody who gets stuck, because you're like, I don't know what to do. But you're not really trying to learn and figure out and research what else you could be doing? What are the practices that you have and use somebody that has a list, but you never email them, because you're constantly thinking that they don't want to hear from you. I just really want to challenge you to think about what your business DNA is. And whether you are somebody who is a problem solver. You are out there, like solving your problems fixing your problems, researching what's new, what else can I do? How else could I make this work? What did I test and try? How did that go measuring it? And then deciding do I continue with this? Or do I not continue with it. And so really, like categorizing that, so we can do it with the simple business buckets around brand building. So for me building my brand, with the podcast, building my brand in new spaces, like tick tock, building my brand through things like evergreen funnels, whatever that might be, you know, having great lead magnets as well, looking at my marketing. And so another thing is messaging is what is my message needs to be now. So it's not about changing what you want to be known for. But it's potentially looking at how are you communicating the message that you have? Are you using current language and examples of what's happening in the market to be able to describe and display and talk about what it is that you help your clients to do? And then really looking at that with fresh eyes as well. So I think for me, you know, so many of my clients are coming to me or new clients are coming to me because they're like, I just want to get out of my own way.
I need the mindset staff, I have done courses, I have learned things, but I have not implemented it. And that's why I'm coming to you. So not only can you teach me the business stuff, but I know that I can be accountable to you and that you will help me to actually, like move forward. And so really, for me, I'm looking more at my messaging around how do I bring that more out? Because that is one of the main reasons why a lot of clients are coming to me. And so now I'm looking for new ways to talk about that. And so I just want you to really think about those buckets. What are you doing that's new? What are you doing that's different. For me, I'm using chat GPT to come up with new like sub headings or master class titles and things like that, and I'm loving what's coming from that it's making my life and my job so much easier. You know, I teach my clients in VBA, like how to populate a 12 month content calendar using chap GPT ideas and content from that. And that's just been such a huge time saver as well. And then also just looking at what other technology and information is coming up right now that can help me and my clients to stand out in the market to be more productive, to create stronger messaging to become more visible to grow a really bold and strong brand. And so I just really want to encourage you to take little bit of an inward look and think about am I showing up? And am I learning with a fresh mind? Or do I show up thinking that I know everything. And I just will always remember a client of mine ages ago, she joined BBA, probably a year, year or two ago now. And one of the things i She's like, I've already done a lot of courses, and I've already learned a lot of stuff. And I just kind of thought, like, is this going to be new? Is there going to be anything that I'm going to learn from this? And she's like, there was so much stuff that you taught us that I didn't know. And I think that that mindset is a really interesting one, because I think a lot of people have got it. It's like, Ah, I already know it. And I posted something on Instagram the other day, which was just because you know, it doesn't mean that you're doing it. And I think that's one of the biggest issues that I find with a lot of clients that come to me is that we talk about some of the basics, and they're like, yeah, no, I know that. And I'm like, Yeah, but where are you doing it? Like, show me the metrics? Show me the strategy, show me the actions that you're taking? Like, it's not enough to know it, you have to do it. And I think that that is the difference between success and failure. The difference between the gap between success and failure is your ability to implement what you're learning, and then what you know, like, if you can't implement it, then there's no point knowing it. And I think that a lot of people just miss that. Totally, and wonder why they're not growing, why they're not succeeding, why they're not creating the outcomes that they want. And if you do feel like you're implementing, but it's not actually helping, then you've got to step back and ask yourself, Am I implementing the right things? Am I actually creating the outcomes that I want? You know, I was having a conversation with a client the other day, and we were talking about, like, what's the goal? So you've got all of these actions that you're taking? But what's the actual goal? What's the outcome that you want? If is it successful? Is it not successful? If it was to be successful, what would be happening right now. And so we were able to look at the entire structure, business, all of our opt ins, all of the activities, her marketing, her memos, monthly, energize marketing offers, and I was just asking every single time what's the outcome? Like, what's the goal for this? So you do that? Yeah. You so you create great blogs that are SEO optimized? And so I read through the blog, and then what do you want me to do? What's the goal? So you've created the opt in? Yeah. And then once I download it, what's the goal? Are you sending me email sequences? Are you making an offer? Which offer? Is it going to, when you send the email to your subscribers, what's the goal? Do you have a measure of success or not? So I think that there's two things here is really thinking, like a newbie when it comes to creating fresh ideas, but also asking yourself what is the goal? If this was to be successful, whatever the thing is that I'm doing when you're implementing things in your business, what would be happening? And how am I going to measure what's happening and what's not? And if what I'm doing is not working? How can I go and find new ways of doing it? Or how can I make what I'm doing better? So that is what I wanted to share with you this week. I hope I didn't go off on a rant. I feel like I may have ranted at you a little bit. But I think it's really important because I just really feel that is that the difference between failure and success? Is your ability to keep learning growing and implementing things really, really well. Yeah. If you've got any questions send me a DM at Sue's Chadwick. Make sure you come and subscribe as well so that you can get all of the emails with all of the amazing help and tips that I send through just go to Suzanne chadwick.com forward slash subscribe, and you can come and join my E community which is E is for Epic. Yeah. Otherwise, I'll see you next week.
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