50 | How to get clients without social media

Speaker: 00:00:00

Hello and welcome to Women in

the Coaching Arena podcast.

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I'm so glad you are here.

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I'm Jo Lott, a business mentor

and ICF accredited coach

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Microphone (Samson Q2U Microphone):

and I help coaches to

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build brilliant businesses.

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I know that when you prepare to enter

the arena, there is fear, self doubt,

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comparison, anxiety, uncertainty.

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You can tend to armor up and

protect yourself from vulnerability.

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In this podcast, I'll be sharing

honest, not hype, practical and

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emotional tools to support you to make

the difference that you are here for.

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Dare greatly.

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You belong in this arena.

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Welcome to the 50th episode of

women in the coaching arena.

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I am so glad you are here.

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It feels like a big milestone reaching 50.

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So I must look up when I started

this podcast and celebrate

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my one year anniversary.

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It's been the best thing I ever

did in my business because it's

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enabled me to get all of my

ideas out and they are plentiful.

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And help so many more people and

share an honest version of offense

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of building a coaching business.

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And yeah, I just poured

my heart into it really.

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So thank you so much for

your time in listening.

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It's been amazing to see the podcast

recently really high in the UK marketing

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charts competing with some of the big

names out there with huge audiences.

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So I so appreciate your support.

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To celebrate this milestone.

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I wanted to cover growing your coaching

business without using social media.

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Because I know that lots of you may

want to sell to organizations or

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may have a fear of social media.

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So we will discuss today other

options that might help and that I've

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seen work for some of my clients.

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So the biggest one that I have seen work

for lots of people and worked for me

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tremendously at the start of my business

is leveraging your personal network.

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Yet, it's funny how much resistance

comes up with doing this?

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Because I think we always fear.

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What friends and family think more than

we even fear what strangers think so.

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I notice a lot of resistance when my

clients come to me and I say, have

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you told your friends and family

really clearly exactly what you do?

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And the answer is always no.

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That is the first thing I invite people

to do when they begin working with me.

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And when they get that clarity on their

niche and their offer, and then I give

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them a template to really help it be

so easy to take this first scary step.

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Because everything you want is

usually on the other side of fear.

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And you will become so much stronger

for taking steps that you are afraid

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of, and then it will encourage

you to take even more steps, which

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is how you build your business.

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It's those tiny, tiny

steps that you think.

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I can't do that.

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And then you do it and you think,

oh my God, I actually did that.

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So for example, I did a five day

challenge two and a half years ago to

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launch my business of coaching program.

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And I had no idea how challenging

a five day challenge is to run.

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So it's taken me two and a half years

to now decide to run another one.

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So I mid preparation now.

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Again, I completely underestimated

how much work there is to do behind

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the scenes to get this up and running.

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But I am committed and

I have one week to go.

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So I am going for it.

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And I'm excited to reach the other

side of this and know that I will

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look back and think, wow, I did that.

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So have a thing about what you are afraid

of, but could make all of the difference.

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Is there one person who wants

said to you, oh, when you get your

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business set up, do get in touch

that you haven't got in touch with?

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Have you got a personal Facebook

that you could put something out

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with your family and friends and

say, this is what I'm doing now.

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I'd really appreciate your support.

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Do you use LinkedIn?

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And if so, have you put that first

post out, ideally with a photo

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telling people what you are doing now?

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Sharing that personal story

really does make a difference.

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How I've seen people fail at

this is by being really official.

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And I think when you've worked in an

organization a really long time, That

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kind of is how you write and how you

speak and you wouldn't dream of being

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more casual or asking for people's help

or adding a photo or anything personal.

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And those posts of like, Hey, here

are my services are just really

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boring and no one's going to respond.

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What they really want to hear

is why this matters to you.

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So do be brave and go all

in when you take this step.

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And, this might sound like a step

just for newbies, but it really isn't.

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Has your niche changed since

you started your business.

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There is always an opportunity to continue

growing those relationships because it

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is relationships that grow your business.

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So if you can put the other person at

the heart of it, rather than going,

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like, I need your help, which great.

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You do need to do.

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But also it can be like,

how can I help you?

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And

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the most successful networkers,

as I know are so thoughtful.

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I mean, I would love to be as

thoughtful as this one person that

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I met maybe four years ago now.

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And somehow he got my phone number.

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I have no idea how so now, every now

and then he sends me PDFs of the ICF

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coaching studies and things like that.

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Literally via WhatsApp.

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So he has done such a good job and he

must have such a good system that he

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thinks, what is this person interested in?

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And he sends me useful

information all of the time.

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So what happened when someone

said, I need a coach in India.

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This guy lives in India.

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I immediately put him in touch

with this person and got him

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an associate role set up.

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So it really does help to think

about some sort of strategic ways

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to keep in touch with people.

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So you are top of mind when

that opportunity comes up.

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Okay.

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Our second point is speaking

engagements and workshops.

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nothing beats the power of face-to-face

interaction, whether that is genuinely

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face-to-face or whether that is online.

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It's so much more powerful than

social media when you actually

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go and speak at an event.

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One of my clients Sara has got to 100K

in her business with no social media.

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So she is a real inspiration.

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And how she did that is through

the BNI, so you can look that up.

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I think it's worldwide as far as I know.

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But she really did go all in and

she networked a lot and she really

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got known for what she was great at.

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Something I've been doing recently,

which I'm like, why have I not

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prioritize this in my business, is

talking at other people's groups.

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So on Friday, for example, I'm talking

for a coach training organization

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on niching and how to get clients.

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And a couple of weeks ago,

I talked to an NLP training

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organization on a similar topic.

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And every single time I've had something

like a 60% conversion rate of people

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contact me afterwards from those events.

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So compared to social media,

when you could have thousands of

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followers and one person perhaps

message you, or like your post.

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It really does create a far quicker,

know, like, and trust when people

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can really get to know who you are.

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So have a think about where you can

go ideally in person, but online

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is also fine to really get to know

people more because you will get so

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much better opportunities than just

putting out that one social media post.

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My third point is strategic partnerships.

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How can you pair up with people who might

have your ideal client and do a talk in

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their group or agree a 10% referral fee or

something to send people each other's way.

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My copywriter who wrote my website

recently went full time, self employed.

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Previously, he was working and he was

doing that on the side, but he went

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full-time self-employed recently.

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So he did a talk in my group, which

was absolutely amazing because he's

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a magician as well as a copywriter.

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So he did tricks and all

sorts that we could not get.

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And I immediately messaged the masterminds

I was in saying, if anyone's looking

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for a guest speaker, here is someone

and he's had now so many clients just

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from doing those guest expert spots.

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So, yeah, it's a really quick,

easy way to build your business.

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If you can think who else has my ideal

client, where can I gain opportunity to

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talk and get in front of those people?

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So let's talk about content marketing

next so fourth point content marketing.

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You can still create valuable

content through blogging

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articles, a book, a podcast.

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Other ways to establish your thought

leadership and attract clients

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who resonate with your message.

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Long form content I feel is so much

better than short form content.

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I like to think about as shallow

content, which is social media and

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yes if you are using social media

with your strategy, you do need to

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put posts out so you're top of mind.

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But often just that social

media post is not enough.

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You need to have a deep nurture strategy

for people to really get to know you.

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And you do that through long form content

or through things like masterclasses.

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And I actually don't think you can really

build a successful business without that

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deep nurture strategy also in place.

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And lots of people just think, oh,

I'm putting out posts nothing's

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happening, but it's like, yeah.

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Cause we need to take

people on that next step.

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I talk about the staircase analogy a lot.

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So if they're at the bottom of

the staircase and you were at

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the top, Social media is probably

not even getting one step up.

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We need to bring them to the next phase.

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If you can create some sort of binge

worthy content, like a podcast or

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a blog then people will like that.

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YouTube is another great one.

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Yes.

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It's a long-term strategy, but the most

exciting thing is it's out there forever.

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Not like social media where it's

kind of gone within 24 hours.

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A lot of my clients, for example,

are targeting organizations.

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So they write white papers or do

interviews with the ideal clients.

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How can you bring people together and

you be the facilitator of that event.

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Next up is email marketing.

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I teach this in my program.

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So your email list is a direct line

to your network and your audience.

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Whenever you are launching something

like I know that is my main way I'm

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going to fill my five day challenge is

by emailing my and saying, come join.

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Because they are people who have

put their hand up to be on my list.

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So they're warmer than social media

when somehow we might've got connected,

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but they didn't particularly take

a huge action to connect with me.

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They might've hit accept.

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Whereas the best thing about email list is

they've had to go to a landing page, fill

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in their name and their email and hit yes.

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So they have taken that bigger action.

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Therefore, they are more

committed to what you're doing.

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You do need to have a way of

getting people on your list though.

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So often you do still need social

media or some sort of networking

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or some place where you say

here's my lead magnet com sign up.

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So if you don't know what a lead magnet

is, it's a valuable piece of information,

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like a PDF or something that is targeted

specifically towards a problem that

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they have and a really quick, easy way

that you can help them to fix that.

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And if you can help them solve that

one small problem, they then have

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trust that you may be able to help them

solve bigger problems going forward.

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You may just wish to pay

for the problem to go away.

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So one of my coaches solely uses

Facebook ads to grow her email list,

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and that is how she builds her business.

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So you usually pay for

things in time or money.

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So you need to make a decision.

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Are you going to go to networking

groups to grow your list,

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or what are you going to do?

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And that's putting your time in, or

are you going to pay for adverts?

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I'm currently doing a bit

of a combination of both.

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So I am running Facebook ads.

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And I also post regularly on LinkedIn.

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So they're generally my two main

ways of growing my audience.

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And actually holding events is an

amazing way of growing your list.

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And creating that know like, and trust.

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So again, I have this five day

challenge coming up, depending

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on whether you are listening.

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It starts on February the 26th.

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So do join.

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If you are interested in creating

an online course or group

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coaching or group coaching.

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program.

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And I will take you through those steps.

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So you can start to turn your

expertise into a leveraged model.

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So holding events is a really,

really brilliant list builder.

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And I've grown my list massively through

advertising this five day challenge.

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So let's summarize today's episode.

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So firstly, we talked about leveraging

your personal network, whether you

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are starting out and haven't told

people really clearly what you do

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and why tell them, and if you are

established, tell them again, your niche

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and offer a likely to have changed.

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So do you get in touch with

people that you know and make

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sure that they know what you do.

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Think about ways that you can

help them and keep in touch?

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So you are top of mind when those

opportunities come their way.

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I love thinking about the fact that

we all genuinely know 250 people.

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So you are likely to be able to get in

touch with anyone in the whole world.

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If each person can then tell their people.

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So it's just an amazing concept

that through your own network,

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you can make such huge progress.

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Our, second point was speaking

engagements and workshops.

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Where can you get in front of people

either face-to-face or on zoom?

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Third up was strategic partnerships,

who else has your ideal client

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and how could you partner up

to refer people to each other?

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Next was content marketing.

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So what deep nurture strategies could you

put in place like blogging guest articles

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or a book or a podcast or YouTube channel,

which aren't that quick social media.

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They are deep, longstanding

nurture strategies.

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And finally email marketing.

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So how can you start to

grow your email list?

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So you have people that have raised

their hand to hearing from you

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when you have important events

and offers to put out there.

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I hope today's episode was helpful.

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And thank you for leaving me

reviews and rating the podcast.

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It means so much to me, and it

makes a big difference to the

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ratings so thank you so much.

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Your kindness is appreciated.

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And like I say, at the end of every

episode, trust yourself, believe

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in yourself and be the wise Gardner

who keeps on watering the seed.

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Thank you so much for listening to this

episode of Women in the Coaching Arena.

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I have a mess of free resources on

my website joannalottcoaching.com.

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That's Joanna with an A

and Lott with two T's.

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joannalottcoaching.com.

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And I'll also put links in the show notes.

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Let me know if you found

this episode useful.

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Share it with a friend and

leave me a review, and I will

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personally thank you for that.

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Remember to trust yourself, believe

in yourself and be the wise Gardner

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who keeps on watering the seed.

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Get into the arena dare, greatly and try.