Listen in on an actual coaching call with me!
*Warning: contains explicit language*
In this bonus episode of "The Weeniecast", I'm sharing an opportunity to come behind the scenes with me for an actual coaching session.
Hi, I'm Katie McManus, ADHD business strategist and money mindset coach.
I help entrepreneurs like you make more money, more quickly.
With permission of my podcast producer Neal Veglio, I'm going to demonstrate exactly how I do that, with one example coaching call we recorded recently.
Neal is a seasoned podcast producer with a vision for monumental growth and a heart for client success.
Neal's journey is more than just numbers on a spreadsheet; for him, success translates to financial freedom and the euphoria of client triumphs.
But even visionaries need direction.
In this audio, you'll hear our candid discussions on setting goals, adopting innovative business models, and overcoming entrepreneurial hurdles.
Now obviously every call is different.
But it's our hope that you listen to this and take some inspiration for your own business journey, in order to become the successful ADHD entrepreneur you're born to be.
Now, fair warning - this episode is quite raw as we wanted to give you the most authentic experience while listening, so you could feel like you were in the call with us.
For that reason, there might be one or two unbleeped swears.
If after listening you feel ready to experience a session more tailored to your own situation, feel free to book yourself in for a free initial generate income strategy call with me.
Here's the link - https://weeniecast.com/strategycall
Timestamped Summary:
00:00:45 â Neal's vision for entrepreneurial growth and his personal definition of success
00:04:12 â Neal's passion for client success and managing entrepreneur burnout
00:07:55 â Katie's journaling advice for tapping into heart-led leadership and intuition
00:09:30 â Discussion on goal setting and what success looks like for Neal
00:12:18 â Crafting the plan for franchising and systemizing podcast production
00:15:46 â Strategies for business model innovation and protection from market replication
00:19:21 â Katie shares her journey to securing her first podcast clients
00:22:57 â The long-lasting impact of podcast episodes and audience growth
00:25:03 â Identifying and attracting the ideal client for scalable revenue growth
00:30:45 â Warning signs in prospective clients and readiness for the limelight
00:35:17 â The psychological impact of an entrepreneur's belief in self and their business
00:41:29 â Neal's confrontation with self-doubt and strategies to overcome it
00:45:15 â Implementing a membership model for podcast producers and pricing strategies
00:51:34 â Neal's consulting offers, pricing adjustments, and value perception
00:58:42 â Shifting marketing focus and strategies to appeal to desired clients
Your next steps after listening
Realizing it's time to work with me? Book your free intial strategy call with me - weeniecast.com/strategycall
Get more support in your ADHD entrepreneur life by joining my hyperfocus community! - https://weeniecast.com/hyperfocus
Wanna get this content earlier, and totally unbleeped? Subscribe to the Apple Podcasts premium version of this show - https://weeniecast.com/winners
Want to just buy me a coffee in return for some helpful insight? Thank you! Here's where you can do that - https://www.buymeacoffee.com/katiethecoach
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Squirrel, squirrel, squirrel. In this bonus episode, you're going to hear what
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a coaching session with me is like. Hi, I'm Katie McManus,
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business strategist and money mindset coach, and welcome to the Weenie cast
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Squirrel. In the last couple weeks, my podcast
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producer, Neal Veglio reached out to me and asked me if I would
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please do a session with him because he was wanting some direction
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where he should go in his business. And so we did this 90 minutes
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session. I have full permission from him to share this,
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but he thought it would be an incredible opportunity for
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you, our weeniecast listeners, to see what it's like to be in
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session with me. Now, each one of my sessions is different depending on
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what my client needs. We did some really interesting stuff in
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this session, so I hope you enjoy this little behind the
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scenes look as to what it's like to work with me as your coach.
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Before we get into what you want to talk about, you mentioned in your
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intake form that you want to do more consulting. Yeah, I'd like
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to. So why isn't there a consulting offer in your offer
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suite? My website is just a
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mess. There is a consulting offer on there, but I think unless you
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know what you're looking for, it's difficult to find. So I would say
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probably my most popular consulting is the
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audits. Those are the things that really,
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I can quite realistically expect to
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sell at least one audit a month. Honestly, in November
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and December, they kept me afloat. Thank God for them. But it's
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the clearest one because obviously I talk about it on the podcast. I talk about
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it on LinkedIn all the time. And it's really easy,
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open access. But the kind of substantial
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version of that which you were sort of alluding to the other day, that is
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a little bit less clear. A. I think your audits need to be increased in
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price. Doesn't have to be dramatic. It could be like 350 pounds,
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400 pounds. But I think to sort
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in a more serious podcaster.
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And also there's not a big difference between 254
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hundred. Like if you're going to pay for an audit for your
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podcast, you're going to pay for an audit for your podcast. And then
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on the back end of that you could absolutely have a
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consulting offer that's like 600 pounds a month. And it
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has two calls. You review like one to
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two episodes per month and you kind of help them. Like, different things
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you cover in the consultation is like, here are the keywords you want to be
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using. Here are the topics that you want to do as you're planning
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out different topics. Here are the titles you want to go with. Here's
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how you make it interesting. Here's your marketing plan, and you're
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telling them how to do it. You're not doing any of it yourself. Yeah.
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The other thing, you have too many offers, you're giving
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people too many choices, and they're going to go with the cheaper option. Except for,
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like me. How much time does it take for you for each one? Like,
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how many hours would you say you do per month for each package?
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Shall you use yours as an example? Yeah,
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anything between twelve and 22 hours,
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depending on how complex the episodes are. If I'm sourcing
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audio for when we've got bits of Dolly Parton and stuff like
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that going down, it's obviously I've got to, number one, I've got to sort of
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find the license use and reach
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out for permission and stuff like, yeah, but then you could
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have a podcast where it's like a two hour edit, because it's just
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simple. Okay, I'm going to give you a little bit of a peek behind
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the curtain on this. I think my biggest issue with
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scale is my perfectionism. Yeah.
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I don't know if you've ever listened to your episodes and compared them to
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other people's episodes, but there is a lot of
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quality control that goes through filler words,
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breath work, pacing, stuff like
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that. That does take time. It was a
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decision I took a couple of years ago that, okay, I could go down the
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road that everyone else does where just stack them high, sell them cheap, get it
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done, and do five episodes in a day like the guys on Fiverr do. But
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I was like, well, if I'm doing that, then I've got to really drop my
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pricing and I want to get results. And the only way of getting
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results is to make it a decent listener experience. So I am
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kind of like a victim of my own quality in that.
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Obviously I'm putting the time in, but it does take the time.
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So there's a limit to how many. Certainly while
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I'm a loner at the moment as well, I mean, I do a little bit
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of outsourcing very rarely because I
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can't find anybody that's good enough to do it. But if I go away or
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something, when I went away last year, last September, I had a guy
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that stepped in and edited some of the sort of what I would call
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less important podcasts
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because it is just me. It's kind of like the max I can sort of
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do managed services for is about three or four or five at a real push.
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Yeah, sorry, I have a couple of thoughts going through my brain. I
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mean, bottom line, no one will notice besides
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you. No one will notice besides you. You think
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your clients are going off and listening to their podcasts and comparing it against other
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podcasts. I've never done that.
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I've never sat down and listened to mine, and I don't even know what I'm
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listening for. I'm listening for. Do I sound like an idiot?
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The editing is beyond me. Okay? I know that
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we're getting results. Okay, so here's where my brain is going, is
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like, if you're going to have lower tier options for people who
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can't afford to work with you, then those
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are the people that you kind of use subcontractors for.
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And one of the perks of being a subcontractor for you is you're going to
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do some kind of mentorship. You're going to help them get better because there's
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plenty of business out there for everyone and you're still going to be like the
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creative, high level person in this scenario.
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However, you're not going to be in the weed saying,
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okay, well, you need more breath work here. You're going to say, okay, cool, I
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want you to go back and listen for the breath work.
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Let me go back and listen for pauses. I want you to go back and
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listen for what the story arc is here
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and you help them get better. The end client, if they can't
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afford to work with you, they know they're not getting the master
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on their things, right? But ultimately they're not going to know the
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difference, right? Think about how many people sign up for an
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audit so that you can listen to their podcast and they think it's amazing.
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I'm with you. It's overthinking, isn't it?
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It is like that hole. You're too close to it.
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My brain has been going towards educating people
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to understand why it's better, but you're sort of coming from
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the other direction of don't worry about it, no one cares. Honestly,
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no one cares. So when you get onto LinkedIn and
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you start educating people about podcasts, you're actually not talking to your ideal clients.
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What you're doing is you're talking to other podcast people. You're talking to the
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neils of like ten years ago, right? Which, I mean, if you want
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to create a mentorship offer, absolutely, keep doing that.
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But your ideal clients don't give a fuck because they don't know the
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difference they don't know any of the lingo that you're talking about.
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They can see you getting on your high horse about stuff, but also
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and think, oh, cool, he obviously knows what he's doing, but it's never a
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message that they're like, oh, I have to sign up with
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him. It was never those posts that got me thinking
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I needed to work with you. Interesting. This is one of the
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hardest things for business owners to do for themselves,
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right? Yes. Is figure out what about what I do is interesting
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to the person who has the money that could be my client,
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and what is it that I'm going to say that's going to get them to
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decide to buy? So
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let's hop into a parallel
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category here and do some work on who your ideal client is,
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because I had some questions based on what you described, because I know I love
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being your ideal client, but also, what about me and what about other
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people makes them your ideal client? Where are they in their business? How
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much money are they making? What are their current challenges?
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What's their greater purpose with it? And what's kept them from
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starting a podcast on their own? So let's go through
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that. Okay, just word vomit at
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me. Is this from the frame
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of why you're an ideal client or just generically. Sort of
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talking about wherever your brain chooses to go
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first? I'll dive in and dig further. So just, if you want to start
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with me, go for it. If you want to start with, you know, you.
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So it's easy for you to relate to why
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you are, if that makes sense. So I think reasons why ideal client?
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Well, number one for me, it's about the working relationship.
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For me, that's fundamental. I've fired clients not long
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ago because the red flags were just all over the place
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in terms of clearly not valuing what I bring. If I
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can't feel like they know what I'm bringing to the table
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and they've not done the sort of the mind work themselves
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to be in a position to work with me and trust that then it's making
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my life more difficult because then I've got to run every tiny little detail
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past them except to begin with you. Absolutely. That's what I used to do with
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you. First few episodes. Here's your episode. Here's your episode. And then when you
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get to a point where you're like, okay, yeah, this guy knows what he's doing.
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I can trust that he's got my best interest, then we can relax a bit.
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But that's for me, key fundamental having someone that you
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know is going to trust in what you do. Understand
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that I'm here for you. And ultimately,
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while I'm sort of, like you say, I'm in the weeds with the quality and
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perfectionism and all that sort of stuff, ultimately my goal is make you
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freaking money. That's what it comes down to.
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Even if it's like opportunities that might not be monetary,
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stuff's happening that makes you value the podcast. Number two? Yeah, I
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think you're in exactly the right kind
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of financial bracket of someone
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that I can really shift the needle for. It's not like a
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massive corporate where you're literally just numbers on a spreadsheet.
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And it's very difficult for
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people at that level to understand what value I'm bringing to the
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table. So you're talking very abstractly when we're talking about
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financial bracket and all this stuff. What is
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it? What do you perceive is a financial bracket
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that makes someone ideal for one of your top tier offers? I
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mean, obviously I don't know what your revenue is and that's business,
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but from ascertaining an idea
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of it, usually I'm looking at sub 1
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million revenue. Someone or a
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body that is within reach of that, there's an
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obvious opportunity there to grow with the business so not
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coming in when they've already grown. And what you bring into
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something where, for example, one of my
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previous clients, she was a travel agent, she pivoted in Covid,
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so that all ended. But she could
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attribute what I was doing to her growth until the
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point where she had to pivot. That for me is really important. I have to
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feel like I'm achieving stuff that might be the child state in me, but
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yeah, that's a big important factor. I have to be able to enjoy it.
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So it has to be something that sparks something in me. So
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for example, if you're a bank, I'm probably not going to be fired up about
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working with you. Yeah. So what kind of topics spark it for you?
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It's not really about topics. It's about impact. It's about
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what people bring to the table. That could be a number of things. That
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could be something that brings change to everyday
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people. It could be political change, it could be financial
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change, it could be even spiritual change. I'm open
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to. I mean Jenny, that's pretty much what she's doing. It's all
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about spiritual, really something where I feel that
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it's going to be a fun process and something I can.
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And also I kind of like to be able to learn from the projects I
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work on as well. I feel like I've learned a
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lot from you, just working with you week to week. I know a
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lot more now about not just about ADHD, but about business in
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general. So, yeah, that's a fairly big
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factor that ticks the boxes. Yeah, shut up,
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Neil. Tell me more about the goals of the
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people that you work with. Goals of the people I work with. I
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think money is obviously important, but this is like a
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running theme is that most of them come to me and
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then money is not the number one primary goal.
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Impact is the number one primary goal. They want to feel
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like they've left something behind, like a legacy
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of significance, rather than just wasting their time posting social
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media posts. They want to feel like they've had some impact on the
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world. And I love that. That's a big thing for me,
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and it's always been. The reason I've podcasted myself is not to
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make money. I mean, I've done several podcast projects in the past where I made
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nothing from them and didn't try to, but it was his own reward. But
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yeah, money is obviously going to be. I'm a business podcast guy.
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I can't really go around selling, selling services to people that
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just want to piss money in the wind.
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Obviously, that is a factor. I'm not oblivious to the fact
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that you got to sort of park that purpose a little bit and
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bring real world. Yeah, I think
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people that are doing it for those reasons. And also,
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I mean, it's the whole leah Turner thing, again, no knobs,
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as she says. Same for me. I want to help
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good people. I know that sounds really
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so you. Actually, there are some things here that I know about
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me that you've jumped over that I think would be really
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compelling content wise for you and selling wise, I
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actually don't give a fuck about impact. It's great. I love it,
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honestly. But it's not why I do what I do. It's not why I have
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a podcast. If you were to ask me why I have a podcast, it wouldn't
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even rank in the top 20. Interesting. Yeah, I love
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the impact. I love getting feedback from people that it helps, but that's
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not the why. The why is I want to be lazier about
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my content, right? I don't want to have to create content every single day.
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I also know that there's a huge market on listening to podcasts that
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won't see me on social media. It's a way for me to diversify
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how I get clients in a way that's way more
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passive. Like two years from now,
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there's going to be 150 plus
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episodes out there that are going to be doing a shit ton of work to
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bring clients in. It's starting now.
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It's great. And it's also just starting for me when I
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think about why I show up every single week for our
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podcast recording and what is the thing is, because I know this is
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like the foundation of my own great Wall of China.
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You can't have a great wall of China if you haven't laid the foundation, if
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you haven't set the plan. Love that. And that's one of the things that's
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going to help you sort in and sort out the people who are like, oh,
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it's like the cool thing to do right now. People who are thinking the way
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I'm thinking of, okay, cool. I want this business to
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have a long term growth.
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This is one of the things that you can do right now. And then it
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brings you into. Anyone who tells you you're going to have
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immediate results is full of shit. You're
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not. My client, Katie, she started getting sales calls from it six months
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in. They weren't necessarily her ideal client. Some of them were absolutely nuts.
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And her first few clients that she got from the podcast were nine months in.
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And that's extraordinary. Usually people don't get that until a year in.
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But what's amazing is that the episodes that got those clients in
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are still out there. They're not going anywhere. They're still being
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recommended to people. People can still sort through. And the way people
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consume podcasts is like, whatever the title
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was of that episode is still drawing people in to listen to it.
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So, yes, impact is cool.
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So the revenue I had when I signed up with you was 250,000
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a year ish. My goal, obviously, is to get to
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seven figures. So that could very easily be
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your guesstimate of where people are. Because
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honestly, if someone's spending, and we'll talk about
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your prices in a little bit, if someone's
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spending, what is it, like 30,000 a year on a podcast?
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That's a big percentage. If they're only making 100,000 a year,
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you want it to be that benchmark at least,
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because you have to remember they have to be able to afford it for at
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least a year before they start seeing stuff back. A lot of what you listed
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is about you. It's not necessarily about them. Right. So what are the things
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that they're struggling with every single day? Making money,
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paying the bills. Well, okay, so
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careful there. If they're struggling to pay the
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bills, you don't want people who are struggling to pay the bills, they're not going
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to be able to be with you consistently. Right? So they want
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to accelerate their track to seven
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figures instead. If you're wanting to draw in
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more mes, except for this last year, this last year was a shit
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show. But if
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you're wanting to draw in more people like me, it's they're wanting to accelerate
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their path from here to seven figures. They don't want to work as hard for
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it. They want to have something out there that's doing work for
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them, that's just constant visibility. They want to have
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access to a new audience. Round the clock sales
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exec, essentially, isn't it? Exactly. Bigger
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picture. Like eventually they want to write a book. Eventually they want to
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be paid to be a keynote speaker for
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major conferences around the world. Eventually
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they want bigger media opportunities.
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I think I told you this, I want my own tv show in the next
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ten years. To a certain degree, it could be also like
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they're ready to step into the limelight in a different way. That's
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outside their comfort zone. There's also a degree
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of having something to point the freebie chasers to,
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right. Because up until you're making 200,000 a
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year, there's a lot of freebie chasers that you kind of have to sort
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through on your own and you feel bad. You want to give them something that's
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useful. It's like, no, go listen to my podcast. I give a ton of value
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over there. That wouldn't be a reason to start though, would
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it? Not necessarily, but it's a great selling point,
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right? You get to create more barriers for people to take up
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your time. Essentially the struggle that the people
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who are your ideal clients is, they want more time back.
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They want to set the stage for their greater dream to actually come
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true, and they want to make a fuck ton of money, and they're willing
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to put in the time and work for it right now
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to set the stage for it, to set themselves up for success down the
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road. The rest is stuff that, because
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here's the thing. If you're saying, oh, you have to be
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interesting, you have to bring this to the table and that to the table,
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people are going to be like, well, I don't know if I have that. That's
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not a quality that they can sort themselves in from or
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for from your content. If their business is a change maker,
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if they have a change making business that's easy for people to
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see because remember your clients before
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they work with you. They have no idea what's possible through a podcast. Right. They
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don't know that they can actually affect change through a
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podcast. They don't. They don't know if this is going to be like a 30
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minutes sales pitch every week. They don't know if it's this
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other thing. So what does their business
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do? You kind of want to just keep bringing it back to that. The
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other thing, I love that you mentioned it, like, naming that they want
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to have fun with it, right? Because what have they usually done
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up until the point that they start working with you is like they've kind of
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looked at what it takes to start a podcast, realized how much they don't know
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that they don't know. Thought, okay, cool. Do I have to learn this
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program? Do I have to learn that program? Well, that sounds fucking
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miserable. And I don't even know what
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I'm trying to accomplish here. They've bought a blue yeti. They don't know
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the difference. They want to back away from all
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the like, well, I'm not sure. I'm not sure. The trial and error, because they
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don't even know what success looks like. And just not
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even acknowledging what it takes to get registered for
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podcasts and then to upload and all that shit. I didn't even
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get to that point when I was thinking about starting a podcast on my own.
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No. Yeah.
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So a couple of things that your red flags, essentially,
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they're not coachable. Essentially they're not open to actually being
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helped, and they're not willing to outsource stuff. So
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maybe a litmus test for this is like, they already have people working in their
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business that they hand things off to. Good. Yeah.
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Let's go back to your offers for this person who
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is building the found. I'm changing the metaphor. Who's building the foundation for their mansion
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to be built at some point, what's it worth to them?
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This is my weak area. It really is. Okay,
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so I want you to get out of your head. So I want you to
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close your eyes. Okay. I want you to
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imagine there's this ball of light and it's kind of bouncing around inside your skull
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and it's activating different parts of your brain, and it's probably going to the
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fear zone of like, oh, my God, can't ask for that. And,
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oh, crap, did I remember to get that from the store?
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What I'm going to have for lunch. And as you focus
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on this ball of light. I want you to consciously focus on slowing it
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down. As it slows down, I want you to draw it to a
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standstill right in the center of your brain, right
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behind where your third eye would be. And I want you to
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slowly draw it down, down through
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the back of your face. You can almost feel the warmth
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in your nasal cavity and the back of your throat as it
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passes through. It goes down through your
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neck, past your voice box,
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past your clavicle. You're going to draw it down
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into your chest,
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and you're going to plant that ball of light right center in your heart.
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Now, in the last couple of decades, they've discovered that, yes, we
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have neurons in our brains, but we also have neurons in our heart tissue and
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in our digestive tracts. So when you know something in your
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heart, you actually do know it in your heart. You can do
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thinking there, you can store knowledge there, and the same with your
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gut. The only
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problem is, we are not taught to think here. We're not taught to bring
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our knowing down here.
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Now, the thing I want you to also be aware of as I ask these
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questions is that there's no language center in your heart
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like there is in your brain. So the
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knowing may not come up in clear cut words or
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finished sentence. It may come up in, like, a smell,
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a memory of a smell or some kind
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of sensation. And I want you to trust that you know what
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that means. You are a great translator for whatever
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that means. So what's
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possible if someone signs up to work with
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you and does a kick ass
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podcast for four years, what's possible for their business?
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Fame. Fame. And what would fame get them?
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Opportunities. What kind of opportunities?
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Speaking opportunities, business
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opportunities,
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investment opportunities,
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growth opportunities.
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All without what effort?
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Other than talking into a microphone? Yeah.
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What's the potential payout for all that?
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Millions. Yeah. And
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in non monetary stuff, like, what is the potential outcome for their
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life? Well, depending on what they want, financial
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freedom, better
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relationships, new relationships,
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happiness. A sensation that
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when they walk into the room of people who they used to be intimidated
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by, they see themselves as an authority. Like that
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broadening of their shoulders, like that relaxedness that not worrying about
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what you're going to say next, knowing that they belong at
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certain tables. What's the tipping point for that
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person to decide to start a podcast with you now?
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Belief. Belief in what?
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That it's possible.
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Self belief. Yeah, but also belief in
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my ability to facilitate that for them.
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Is there any other knowledge that your heart wants to give you in this
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moment? Yeah, I
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don't have the self belief myself. Interesting.
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Let's dig into that for a moment, shall we? Okay.
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What does your heart know about that? I've never
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given myself enough credit
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for what I can achieve.
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I think it's all luck.
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Damn, you're good at this. Tell me about the luck.
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I still think, even though I've done
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this convincingly,
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I still think it's all luck. I still don't think there's any skill
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involved. And what's the impact that's
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had? Not selling myself in the right way, I guess.
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Yeah. I'm holding back because I don't want to be found
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out, which explains why. You'Re always
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trying to prove that you're the expert.
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So let's ask your heart, like, okay, so I want you to recenter,
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right? Like, really focus in on that ball of light.
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And if you want to imagine, it's just, like, kind of pulsing with your
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heartbeats, and it's lighting up every molecule in your heart.
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It's lighting up every single heart neuron there
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and activating them so they can really do some deep thinking here.
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What would be possible if you believed in yourself?
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Oh, God. I
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mean, where do I start? Well, I'd certainly be
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able to get even better results,
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because I would be. Yeah. I think,
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number one, making the money that I'm
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worth, not what I'm telling myself I'm worth.
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And what's the difference there? Huge.
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Give it a number. Oh, my God.
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It's really pushing me to go big. All right, let's say
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it. Millions. Yeah.
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So again, I want you to tune into your body. What does it feel like
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when you're making millions from doing what you love and having incredible impact
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with your clients? Amazing. Where do
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you feel it? Yeah. Throughout my entire
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body. What's happening in your body?
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Warmth. What kind of
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warmth?
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Pride. What does it feel
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like to have that? Pride. Pride and peace.
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Yeah. It's a feeling of,
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you can do this. So, back to your
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heart. What do you have to give up to have more access
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to this feeling? I need to prove myself.
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Yeah. What do you now know
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I can do it? Do what? Achieve results for
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people and for who else and for me.
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Yeah. Any other knowledge that your heart wants
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to give you right now?
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Let go. This has come up a lot for me recently, actually.
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Let go. What?
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My self limiting thoughts and
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behaviors. Yeah. What are they doing to you?
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Holding me back. Yeah.
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What's the benefit been of having those self limiting behaviors?
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Proving to myself that I'm right. About
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what? About. It's that whole staying safe
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thing, isn't it? Yeah. Staying in comfort.
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And if I don't prove myself wrong, then
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I'm right. Yeah.
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Oh, my God. I feel like a child. That's.
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You're not unique in this.
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Yeah. If you were to put a number to the percentage
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of rightness that you've held yourself accountable to up till now, what
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has it been? Oh, like
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90%. Cool. What's the
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new percentage of being right? I'd love
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it to be zero. You'd love it to be zero.
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But what's it going to be? So to avoid falling into
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old patterns, I'm going to say 2020. Okay,
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great. So I want you to tune into. You have a
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20% feedback of being right.
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What does that feel like in your body? Relieving.
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Where? Everywhere. And
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what does that relief feel like? Bliss.
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Yeah. And what does that bliss feel like?
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Calming. Like what?
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Letting myself off the hook, I think, is about the closest I can
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get to it. Unleashed.
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Unleashed? Yeah,
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it's freeing. And what's possible
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from this unleashed free position you're now in?
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More opportunities. Yeah. For
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growth. And what
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will that growth make possible? More
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success. What does success look like for
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you? It's a really, really good
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question. Financial
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improvements. Give it a number.
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Let's say a couple of million. Couple million. Overall or
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per year? Overall. What else goes
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into this picture of success?
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I still want to come back to cheerleading.
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What does that mean? Cheerleading clients and
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just reveling in their success.
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What's important about that? I hold a lot of my
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value in people's success that they've had with my
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help. Yeah. How does that serve you? It
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fills my cup. It makes me feel like it's worth me. Getting out
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of bed every day gives me a purpose and a reason
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to do what I'm doing. Otherwise, I might as well just get a job.
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If the only success metric is to pay the
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bills, then I could do that a lot more easily.
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But I don't want to do that. I've resisted that because
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getting success for somebody else is not my idea of success.
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If someone else takes the credit for it. Right? Call it
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ego. No, but I'm being honest about it.
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The image I'm getting is that you're the tide. You're the tide.
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And the tide doesn't give away credit for covering
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up the beach, doesn't give away credit for lifting buoys and boats and
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docks. Like, the tide is the tide is the tide. It just lifts everything
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when it comes in. It's not egotistical that it's
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not giving away credit for lifting all these things. It just
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is. Yeah. So as you rise,
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everything rises with you. That's the plan. Absolutely.
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That's always been the plan, yeah. Eventual tide would
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want to sink everything. Eventual tide coming, rushing
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in would fuck up docks. It would sink boats
Speaker:
versus a purposeful, confident, yet calm tide
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comes in and just brings everything up. Any final message
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from your heart before we end this portion of the session? Oh, my
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God. What? I just got this overwhelming
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sort of feeling of give
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myself a break. Like, yeah, I've been
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really bad at this lately, and do it for the right
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reasons. Don't half ass it. Which I've been. Yeah. Okay.
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So I've been really
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lax with meditation
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and going for walks and doing all that
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stuff, and I've made a point of meditating, but
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it's been for the wrong reasons. It's been because I feel like I should rather
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than because I want to. And I've fallen into that
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trap. Yeah. A couple of years ago, I fell
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into a trap of just not giving myself space
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to just be. Yeah.
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Which is why one of your episodes was very triggering recently. Not
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in a bad way. Seriously, even Kate's telling
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you I need to definitely
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hold space for myself to just be at least a little
Speaker:
bit each day, and I'm not doing it, and it's risking
Speaker:
burnout. Okay, so
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anytime we finish talking to the heart, I always like to do
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a big, deep breath, but into the chest, so you can kind of feel like
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your lungs are hugging your heart and just, like, giving it an
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extra squeeze to give gratitude.
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So when you're ready, I want you to take that big, deep chest breath,
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and when you release, I want you to just feel your heart, just accept the
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gratitude, and
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then come on back. Jesus,
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you got more out of me than the freaking hypnotherapist did.
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You've got another revenue stream there.
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Sorry, David, you're fired.
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Just a little bit training for a second. So anytime you want
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to tap into your heart, you can do that on your own. Oftentimes, when I
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have clients who are so stuck in their heads,
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one of the things that I'll assign to them is, like, daily journaling from their
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heart and from their gut. And it's just like, if you want to go into
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the gut, it's, again, just drawing that ball of light down into your digestive tract,
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and again, just letting it kind of float around, activate the
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neurons. When you go to close with your gut,
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like, to just swallow a little bit of spit, send it down as a little.
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Thank you.
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Disgusting. I know, but it makes people
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giggle.
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Your heart is where your inner leader lives, or your spirit, or
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whatever you want to call it. Your gut is where your intuition
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lives. Your intuition is sometimes hijacked by your fear
Speaker:
gremlins, like that feeling of nervousness in your
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gut. There's a difference. There's a difference between your
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intuition and that nervousness. So something you may want to do
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as you're kind of reinvigorating your meditation
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practice is to do some heart journaling. It just has to be like four or
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five minutes. Doesn't have to be long. So what's that? Just
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noting down what my heart is. Telling me, tuning
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into your heart and writing whatever comes up. The funny thing about
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writing from your heart is often sentences don't make sense.
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Often the grammar is shit. The spelling is all over the fucking place,
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even when you know how to spell the word. I'll have you know that I
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was an a student in English.
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Well, your heart doesn't know that. Your heart didn't go
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to spelling class.
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Yeah. Your heart doesn't have a language center, so sometimes the shit that comes up
Speaker:
from your heart space just won't make sense. Right. But again, you get to trust
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yourself that, you know, you're a good translator. Yeah. Right. So
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you can do journaling from the heart for four minutes and then
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decipher it for another ten. Right. And
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kind of journal about what it just told you. Awesome.
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So we have some math to do on the
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complete other end. Okay, so the number
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that came up is a couple of million. Does that still feel
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resonant to you. Where I am right now?
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Yeah,
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you're probably thinking, that sounds like a really small number. No.
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For long term.
Speaker:
Nah, it's not about me. It's not my life.
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It's your life. Your ideal life gets to look however the
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fuck you want it to look like. It's not my ideal life. It's
Speaker:
your ideal life. And that's all that matters. We have to figure out the math
Speaker:
to help you get there. Okay. Doesn't matter what I think.
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Deal.
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Okay. We need that in a t shirt. Deal. Question mark.
Speaker:
Deal. Okay, so a couple of
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million. When do you want to have it by?
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My brain has gone into freaking weenie
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mode. Yeah. Okay, cool. So this will happen. This will
Speaker:
happen. So if you need to kind of anchor back into your heart,
Speaker:
you can. And also notice that your
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brain is going to weenie mode. That means that you landed on an answer in
Speaker:
your brain and your brain was like, no, that's not
Speaker:
realistic. And it took you somewhere else. So where was the first place
Speaker:
you. Landed the year after next? In a couple
Speaker:
of years? Yeah. Cool. And what will that 2
Speaker:
million mean for you? Are you going to quit? Are you going to retire?
Speaker:
What's going to happen? Do I have to find another producer?
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No. So the plan is long
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term is to franchise. Yeah.
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And this is kind of what I was talking to Heather about the other day,
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actually, because obviously, you know yourself, she's the master with community
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groups and things like that. And the 2 million
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is actually for facilitating
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that. It's for having a
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headquarters, if you like that. I can then operate
Speaker:
as a sort of a nerve center for basically
Speaker:
turnkey systemizing for other
Speaker:
podcasters. So podcasters around the
Speaker:
UK can have a set way of doing
Speaker:
it where it's operational across
Speaker:
the bottom, so you don't have to go and necessarily invest in different types of
Speaker:
software and experiment. You can just literally pick up, go. We're doing the
Speaker:
pod nose way, obviously keeps their overheads down because they don't have to
Speaker:
go and invest in various different. And with AI coming in now as well, there's
Speaker:
a lot of crap. So finding the stuff that
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actually does the job and works in the right way. Yeah.
Speaker:
So the 2 million is kind of like a seed fund for
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making that happen to then take me to the next stage. So it's not really
Speaker:
2 million in the bank for me. It's like if I can get the 2
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million, I guess like what you're doing with
Speaker:
your laundry, your business that you're investing in, same sort of idea. I want to
Speaker:
get to that level so that I can start investing it
Speaker:
sensibly in growing it to the next stage, because I
Speaker:
can't. I mean, I'm 48 now, turned
Speaker:
48 last week. And of course my mortality is now in my brain. And
Speaker:
retirement, I will never retire.
Speaker:
My mum was just frowning at me the other day at dinner because
Speaker:
she was like, are you ever going to retire? And I was like, probably not.
Speaker:
And I was looking at my dad, bless him, he's 82. And I was looking
Speaker:
at him, Jesus, I won't be able to do this when I'm your
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age, though, will I? So I need to figure something out, but I'll always want
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to be like that. I'll want to be a chairman or something and just
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oversee that and. Yeah, that's the idea. Sorry, I'm waffling on now,
Speaker:
I'm sorry. No, this is all highly
Speaker:
necessary. Okay, cool. Let's acknowledge your heart is
Speaker:
not necessarily a business mind, right. Your heart is like, cool, 2
Speaker:
million. This is a benchmark for when we're allowed to go and do this thing.
Speaker:
But the beauty of it is that your heart knows you want to go and
Speaker:
do this thing. So we're going to say, okay, great, cool. That you think you
Speaker:
need $2 million to do this.
Speaker:
You didn't go to business school. Love that.
Speaker:
Yeah. Okay, so I'm kind of seeing your business splitting into two, right?
Speaker:
There's you working with people and doing their podcast for them, and then there
Speaker:
is the mentorship side, and it's
Speaker:
where you're kind of not necessarily
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beta ing, but I mean, you could just jump into
Speaker:
creating a beta of it, of that pod nose
Speaker:
franchise. It could be a membership. It
Speaker:
could be a membership. It could be like serious
Speaker:
mentorship where you're mentoring other podcast
Speaker:
producers and really showing them like X, Y and Z.
Speaker:
It could be a training that you take people through a
Speaker:
certification of sorts. If the goal
Speaker:
is to franchise it, the key to it is like you want to give away
Speaker:
enough that there's value, but not so much that they can just take
Speaker:
your system for free and run with it. Right. This is
Speaker:
the problem I've had with it is like, at what point do you then make
Speaker:
yourself redundant? Right. Well, don't worry
Speaker:
about that yet. Don't worry about that yet. So a model that
Speaker:
you could absolutely go with is like EOS entrepreneurial
Speaker:
operating systems. One of the things that they do is,
Speaker:
I think it's like a $30,000 certification
Speaker:
program. Like, you go through their certification, you learn
Speaker:
their process, you kind of become an EOS coach, and
Speaker:
then you owe them every month like $1,800
Speaker:
for as long as you're coaching within their system and using their stuff.
Speaker:
Now, you're not allowed, while you're doing that to blend it with other
Speaker:
modalities. There's licensing at play.
Speaker:
You're going to want to talk to someone like David Fryman about the
Speaker:
franchising, especially like in the United States. You might want to create an
Speaker:
LLC in the United States so that if anyone
Speaker:
violates the licensing of it, you can go after them here
Speaker:
so that your contracts have some teeth. But I mean, it's
Speaker:
possible. It's 100% possible. And think about
Speaker:
it. If someone, say, gets three clients
Speaker:
that they're producing and creating the content for
Speaker:
and they're charging, I don't know, like 2500 each, that's
Speaker:
7500 a month. And then it's totally worth it to pay you
Speaker:
2000. Yeah, that's only three podcasts out there that's
Speaker:
only like three people that they're supporting using your system.
Speaker:
That could easily be someone's side hustle. That could easily be something that they
Speaker:
do in addition to other stuff. Or
Speaker:
they can carry five. That's a very
Speaker:
healthy income. Their net, after paying you is still going to
Speaker:
be 13,000 a month. Right. So let's rework
Speaker:
your offer suite because I think that's going to be the key to kind of
Speaker:
like informing your marketing, messaging, redoing your
Speaker:
website, all that shit. Okay, so let's stay with the
Speaker:
mentoring side for a second because there are a lot of people who want to
Speaker:
do it themselves. You're also just one person. You're going to max out on
Speaker:
hours. All the audits in the fucking world.
Speaker:
I would rather you do an audit that's live so other people
Speaker:
can listen. Like, you could do one live audit per month and
Speaker:
people get to submit their show. Been thinking about, listen to it together
Speaker:
and you all take different notes. Yeah. And you kind of
Speaker:
show them like, here's what you're listening for. Here's this, here's
Speaker:
that. And then you go through. Cool. So here are my notes based
Speaker:
on these last ten minutes. Here's what you need to work
Speaker:
on. Here's breath work. Here's this, here's that. You could have a separate
Speaker:
call. That's like idea spinning,
Speaker:
helping people come up with ideas for different episodes. You
Speaker:
could have like a heartbeat chat kind of set up where there's a whole
Speaker:
room of like sourcing guests. Equipment's not working. Mayday,
Speaker:
mayday. This, that, the other thing. You could have a
Speaker:
whole bunch of them. It's like, oh, like creating content
Speaker:
about the know the naming sequence. You could have a
Speaker:
monthly q a call. So far I've listed three calls that could be an
Speaker:
hour long. So that's 3 hours out of your life.
Speaker:
Plus occasionally popping in and answering questions and
Speaker:
getting conversation going. This is really going towards a
Speaker:
membership, isn't it? Yeah, it's really the. Because here's the
Speaker:
thing. It crosses both off. It addresses
Speaker:
the people who are your future clients, where you're going to be their podcast
Speaker:
producer. And it helps those people who
Speaker:
want to be in a membership because they want access to you, because
Speaker:
they see what you're doing. They're like, I want to do the same thing. Because
Speaker:
it's specialized, because there's no
Speaker:
other access to the knowing that you have.
Speaker:
I would have it be like 200 pounds a month for
Speaker:
the, like, I'm doing it myself. Podcaster. And
Speaker:
then I would have almost an upsell for
Speaker:
those who are wanting to be the neil of
Speaker:
their little world and have that be 350 or
Speaker:
400 a month and maybe they get like a bonus call once a
Speaker:
month where they get to ask any question they have.
Speaker:
Right? Okay, so just so I can get this. So what you're saying is have
Speaker:
the general kind of access area for DIY
Speaker:
podcasters, but then have like an upper level tier
Speaker:
for those that want to take it to the next level and become producers themselves.
Speaker:
I'm with you. Okay. Yeah, that makes sense because it's the same
Speaker:
content, just more. Yeah, absolutely. And it's a different approach.
Speaker:
Right. Because they're going to ask, how do you schedule this?
Speaker:
How do you do billing? How do you do this? How do you do that?
Speaker:
And it kind of gives you this Runway to play with, how you describe
Speaker:
things and how you explain things and figure out kind of what your broader
Speaker:
model is going to be. It also gives you an
Speaker:
audience to sell that to. It's a funnel, right? It's a whole
Speaker:
pipeline of potential clients or franchisees because I bet
Speaker:
you they're going to struggle. I bet you they're going to sign a few clients.
Speaker:
They're going to lose them after a couple of months. Like, what am I doing
Speaker:
wrong, Neil? And it also gives you that financial
Speaker:
influx as you're putting together all the stuff for the
Speaker:
franchise, right? Because it's going to take to, you're going to have to build out
Speaker:
the content. You're going to have to get the contracts in place. You're going to
Speaker:
have to establish it in a lot of different ways. But I don't want you
Speaker:
stressed out about that yet. That's coming. Right.
Speaker:
I want you building the pipeline and the
Speaker:
income that can kind of just float you until you get
Speaker:
there. Like the membership. That's something that Lauren Lefkowitz and John Spears
Speaker:
could hop on. It would help them immensely. You could
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have a monthly tracking workshop where they're
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going through and looking at their numbers and seeing, know, what's the
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listener rate. What's this? How many new subscribers do you
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have? It's incredible how many people can't get their head around that as.
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Exactly. And, and you could have it in a Google form that
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they fill out every month, and you could hire a VA who just
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compiles it all into. I mean, you could even have AI do this.
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They take all the data that's been given by
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lauren@laurenluskowitz.com. And they could
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put it into a graph that shows how it's increased and how it's decreased
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and all that jazz. So that's like the mentorship side.
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And then my intuition is telling me
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you're not doing it for them if you're not handling everything
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anymore. You can either consult with them
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for 1000 pounds a month. If they really want to do it themselves,
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they can do it themselves. With expert guidance. You
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can absolutely put together some trainings on how to use
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Zencaster, some trainings on here's how you're going to edit,
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here's how to make simple edits, here's how to go and get licensing. This is
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going to be foundational stuff that you can use for the franchise later,
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but it's for the people who want to start their own podcast.
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They don't necessarily want to do podcasting for other people. And you'd give
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them feedback. You'd be their coach
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throughout running their podcast. There's
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a lot of breathiness in this episode. Here's how I want you to edit it
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going forward. Right. This lagged on. It needed something
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kind of like to spark it in between. Here's how I would have edited
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differently. So you said that would be 1000 a month. So what
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would that be like a call a month? I would say
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a couple of calls a month and you could design it with them if they
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need you more on the planning side. They're pretty confident in the editing and
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they might just want the occasional feedback, but they have a hard time coming with
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ideas or figuring out how to get guests. You can absolutely come in there. You
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could also have it be like they want your feedback before they put the final
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edit up and you could go through the feedback with them.
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And even if they want to hop into the editor while you're on the call
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with them, you could say, okay, cool, go here and you see this little part
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here. Okay, cool. I want you to splice that. We're going to add something different
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in here. I love it. And then I want you just doing
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what you do with me. But you need to charge a lot more money. And
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I hate saying that because I know you're going to raise my rates and that's
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fine. You need to be charging more for that. You do. You need to
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be charging more for that. 2000 pounds a month is not Neil, but
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Neil, you do so much.
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Well, you've got April and then I've got to send you an awkward email in
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March. Anyway. It sucks. It really does.
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But you need to raise your rates, right? Yeah. In
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all transparency, as you know, I always am too
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transparent sometimes. Yeah, I don't know if you remember, I sent you an
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email about six months ago or something, and I said to you,
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no, I was actually last April. That's right, because I put my
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prices up for all my other clients. And I said to you, you only started
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in October, technically November. So I said to you,
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locking you in for the same day. So basically the package you're
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on doesn't really exist. Yeah, exactly. I
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know, but what I've been thinking is, because
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where I am now in terms of what I can do versus what I
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was doing, my idea was I was going to, in April,
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raise the prices across the board. But basically the idea
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was not charge them more, just to charge them more, because I hate
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that. What I want to do is say, look, what we
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were doing is kind of the old way of doing it. There's these new opportunities
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now. So, for example, like I've been doing with you,
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with pay tracking and stuff like that. So my
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idea was to sort of say, right, this is now what we're going to be
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doing. So for the higher price package, this is basically what we're doing for
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you. We're getting you more opportunities for press coverage, we're getting
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you more paid traffic to the apps,
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we're getting you more Facebook coverage and all that sort of stuff. Because what I
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didn't want to do, and it was really interesting listening back to your episode, actually,
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where you were talking about grandfathering people in and things like that.
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In my head, it was like, yeah, I love the idea of that, but what
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I don't want to do is say, right, so we're going to just put your
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prices up. We're going to grandfather that in and then the client
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going, yeah, but what am I getting for that?
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Okay.
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You live in the world, right? I live in the world. I
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hope so. Buy food. Yeah. You buy
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clothing. Yes. You pay for vet bills for
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your dog whose butthole keeps falling out. Love
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that. I get to say that. I know it's uncomfortable for everyone,
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but I'm not uncomfortable because it's happening for you and not me. And I get
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to have those
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prices gone down in the last couple of years. No, they haven't. Okay. What have
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they done instead? They've gone up. Cool.
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Okay, so this goes back to you feeling like you need to prove
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it all the time.
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Yeah, sure. I love that. As a business person, as someone who wants
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to give an excellent service to your clients, you want
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to incorporate some more things. Absolutely. And also, I just
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want to check in on that voice in your head that tells you you're not
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allowed to erase your rates without justifying it.
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If you wanted to, say, give someone a discount for
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paying in full for the year from your new rates, great. You
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get a nice little influx of cash right now. But also think about,
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like, come July, are you going to regret that?
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How do you deal with money when it comes in?
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Yeah, and just doing some quick little
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math. Also, if you're charging 300 pounds a month for
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the group mentorship for people who want to do their own
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podcast, you get 25 people. That's 7500 a month.
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It's not bad. No, that's really good. Yeah,
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it's not like an insane amount. You're going to be able to answer everyone's
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questions. They're going to get so much fucking value out of that. Which
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means you may not need to carry that many one on one clients.
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You really get to guard your time and also focus on
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building the stuff for the franchise. Your time is a limited
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resource right now. You don't necessarily have to do more. If there's
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stuff that you can add, maybe put more towards advertising,
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that'll help your clients. But also you don't have to just raise it by
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that amount. Right? Yeah.
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See, this is where I have a real
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problem. We're back to that whole me not believing that I'm
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getting the results that I am kind of thing, and that's where that
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falls down. You're right. Did you ever see that movie in the
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80s? So it's Bette Midler, Danny DeVito, a bunch of
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other people. Danny DeVito actually pays a hitman to kill his
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wife because he hates her, but she has all the money, so he doesn't want
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to divorce her because he'll lose all the money and he's having an affair. It's
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like. It's like. So anyway, so he hires a
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hitman, but she gets kidnapped by people who he
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screwed over in his business. And so he wants her gone,
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and they're trying to ransom her back because they want money to make up for
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what they lost. He's like pretending like he doesn't have the money and
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all this stuff. And he's trying to pretend to the police that he's so upset,
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but then he doesn't really want her back because it solves so many problems
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for him. And so he basically ends up negotiating with
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them about what the ransom should be. And it keeps going down.
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Keeps going down. Meanwhile, she becomes friends with them
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while she's being held hostage by them. And they
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start explaining to her what he's doing, and she just starts
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crying. Be like, I've been kidnapped by
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Kmart. We keep discounting
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her.
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You're not in business to give people a deal. You're not
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Kmart of podcasting. When you think of
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like five other podcast producers who do what you do. But aren't as
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good, well, that's easy. How much do they
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charge? Yeah, yeah, you're
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right. God, you're right. So
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if it makes your stomach squirm to charge three and a half
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grand. Yeah. So you don't have to go there
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overnight. And I'm not just saying that because I'm like, I don't want to pay
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that, but genuinely, no, because here's what happens when your
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body's not on board with like, oh, my God, I
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can't charge that. You're never going to get a yes for that because you're going
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to start self sabotaging in your sales call before you even
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get there. Okay, so can we back it down to like 2000?
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502,700?
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Where in there would you feel really
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confident? Here's an interesting thing. So I don't even know
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if this is something that's a first for you, this problem. Okay. So
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I really resonate with Americans.
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90% of my client base is Americans.
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This is one of the reasons I haven't gone limited as a company
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here. Because if I go limited, I have to
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charge vat, right? And if
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I charge vat, that technically prices me out
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of the client base that I've got that are
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Americans that are already paying a bit more than the
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UK price because obviously there's the. So obviously you're
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paying $300 more based
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on the currency conversion. I guess so that's the thing is
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like, if I put my prices up too much
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suddenly for you, it's. Was it like $1,800, isn't it? I
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think that's 1500 pounds. So
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that's obviously, again, full
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transparency. I just about break even. Just
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about. And that's being super efficient with it as well. But
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I have another client who's just starting with me.
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And for her it was like, really, the breaking point was like
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$50 more and it would have been a no
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go. And how would you approach
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that, knowing that your clients are going to be priced up anyway?
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But remember how you've been
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marketing to people has been. I'm proving that I'm good at what I
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do. I know my shit. I know what I'm doing.
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Not, here's where you are,
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here's where you want to go. Here's what
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you're struggling with. You hearken back
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sometimes, and you said it in this session. I've noticed it lightly
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throughout your content to you're struggling to pay the
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bills. That energy is sometimes in your
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post, sometimes overtly and sometimes subtly interesting. Because
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here's the thing. If someone is struggling to pay the bills and they want to
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go with the person who's going to be 100% accurate 100% of the time because
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they have no margin for mistakes. So your
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messaging has to shift out of that and into here's
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what this looks like and here's what you want, and here's what you're struggling with,
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and blah, blah, blah, and really focus it on your people now because
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you want to do some mentorship. There's the separate marketing
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messaging around I know my shit. And if you're
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struggling with x, y and z because you're doing it on your own, you should
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join my membership. But a lot of that is going to correct. Now, it will
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take some months to shift your audience
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and start getting attention in a different
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way, but you have to make that energetic shift in your
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mind around I'm not just going for the broker books.
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I'm not just going for the people who are worried about paying the, you
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know, another question I might ask is like, are you allowed to own an
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LLC in the United States and run it from where you are?
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That's a good question. I need to look into that. And that's something you might
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want to ask David Fryman about. But if you're really wanting to
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work with the american market, I think there might be like five
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states in the US where you have to pay taxes on services
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rendered. I know Massachusetts, California and
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Pennsylvania. I've never had to pay taxes like sales taxes on
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anything. Like I have to pay actual income taxes. But that's
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different. Yeah, that is. That's definitely a good idea. Yeah.
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If you're ready to stop being a weenie and actually run a business that makes
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money, then go ahead and book a generate income strategy
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call with me by going to weeniecast.com
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strategycall. On this call, we will talk about your
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goals, your dreams, and your frustrations in getting
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there. And if it's a fit for both of us, then we can talk about
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different ways to work together.