Ready to increase your productivity, master your mindset and strategise like a marketer?

Then it's time to tune in to Raising Her Game - a podcast that will drive you to rise to the next level in your life and business.

Anna & Flori take you through 6 important truths to be across when it comes to marketing your business.

 

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TUNE IN TO HEAR ABOUT

  • How people buy based on emotion and the alignment of values and belief with a brand
  • Why Marketing is all about timing; if someone doesn't buy from you today, it doesn't mean they may not buy from you tomorrow
  • Why you need multiple strategic touchpoints to drive someone from prospect to customer
  • Why, at minimum, you need to track your Return on Investment when investing in any paid traffic campaigns
  • How to capitalise on the law of liking for your brand
  • Why and how to sell the value of your offering, and not the price

 

 

TRANSCRIPT

Anna Jonak [00:00:54] Welcome to Episode 48 of the Raising Her Game Podcast. And guess what? We are finally together. I don't even know how long it's been, but I couldn't be more excited. In fact, I'm so excited. Flori, I got my green vest out for you. [Flori laughs]

Flori Pyke [00:01:06] So, I feel like we need to give a bit of context here. If you're a new listener, basically, this is Anna's uniform for recording podcasts. Unfortunately, she has been keeping this uniform from us over the past few months due to weather problems. [Anna says "for being so warm"] Correct, for being so warm. So, I haven't had the privilege or pleasure of seeing the green vest debut on the YouTube channel here. But today, that was the first thing I said, I said you know thank you for bringing out the vest. [both laugh]

Anna Jonak [00:01:43] It’s back. But you know what, it's cold, and it's my staple. It's not sexy, neither is my hair today. But hey ho, that's the beauty of doing a podcast. And I remember Marie Forleo saying right back at the beginning that she's done many podcasts, like barefoot with her hair greasy. So, I feel like we're in that category. So, bring it I say. Anyway. Now, normally we do a bit of a customary winning or losing, but we've decided to mix things up, and we're going to start maybe trialing putting that at the end, so you have to get through all the awesome content to get the giggles. Although I'm sure just like now, we'll throw some giggles in right at the beginning if we can and throughout. But we do have a bit of a cracking episode today, and one that Flori is certainly gonna be taking the lead on because we are getting into all the sparkly marketing fun. Do you want to give them a bit of an intro about what you want to take them through today? And I'm gonna be jumping in with some thoughts throughout.

Flori Pyke [00:02:34] Yeah definitely. So, I was reflecting on what we could record an episode on, and I thought you know there are so many like truths that we've learned often times the hard way over the past four years, in terms of our marketing and I felt it would be really good to share these with our listeners, and they apply to anyone and everyone who owns a business, who needs to get their word out there. And I think that they're kind of like guiding principles that you need to remember, like all the time. So, it's not just about oh you know do this once. No. This is stuff that you need to like live and breathe and be doing with your marketing day in day out. And so, I thought let's get on the podcast and share some of these principles with you ladies.

 

EMOTIONAL DECISION MAKING

So, we've got a few for you, and the first one I want to start with is that people buy based on emotion, and for our students I'm sure you've heard me say this time and time again. But, it is so true. There's this concept in marketing, it's called the buyer behaviour model. And it's basically a breakdown of how people approach decision making, and it breaks down decision making into a process of five steps. And the premise of this model is really to get you thinking about how you market your offering at every single step of this process, of the buyer decision process. And, without over complicating it for you though today is that there's kind of one main thing I want you to think about here, and that is that despite all those steps that we go through when deciding on something to buy, and whether we should buy one thing over another, when we do decide on what we buy, we're led by emotion, and we justify our decisions with logic. OK. And so, what I want you to think about here as a business owner is that I want you to question yourself on how you're emotionally appealing to your prospects. How are you drawing them in? How are you resonating with? How are you nurturing them? How are you creating trust with them? And another key thing here is you know what values and beliefs are you putting out there to draw your prospects in? Because that's another really big cornerstone of alignment when it comes to appealing to emotion. It's the values and beliefs that you put out there as a business and resonating emotionally with your prospects based on those values and beliefs.

Anna Jonak [00:05:04] Definitely. And I think to put it into context like when we talk about our business I mean I guess from a logical sense people are coming because they need information. They want to get results. They have gaps. They need help. But the reality is the emotional stuff that people are buying into is the building out of their future, the vision that they want to aspire to, the life that they're going to create for themselves, the personal connection they're going to get with us and they're going to create in community, they're not being on their own, like not being isolated, support, inspiration, and I guess you know possibility and excitement. It's all those things. The people are gonna want to lean into and become and embrace as opposed to knowing that yes, I've got a problem I need to fix which obviously they do. But that's not the sexy bits. It's that stuff that kind of makes you go I want to be part of that. I want that. I want to take my life there.

Flori Pyke [00:05:49] Yeah totally. And I think you know we've talked a lot about the importance of understanding your target market intricately, and this really plays to that. It's really understanding the emotions, and pleasure points, the pain points of your avatars and how you're going to resonate with those elements of your avatar. So, totally agree. OK. So, let's move on to the second truth here, and our audience may have heard you talk about this a bit, but it's so true and I feel like we really did learn this the hard way. And I feel like it's still a lesson that we have yet to take on at times, because you know self-doubt creeps in and what have you, but you've got to strike whilst the iron is hot. OK. Now, I'm going to talk about this exactly what I mean by this in a second. I think the first thing though I want to address here is that marketing, a lot of it is about timing. OK. So, if someone checks you out today and they go to your website you know, and they consume your lead magnet, your freebie, but they don't buy from you, that's okay. They might not even consume your lead magnet. And, that would be a bit you know more sad. Ideally, they should consume the lead magnet. But, my point is that even if they don't buy from you today, they may buy from you down the track. Okay. And, let it be known as well that that's where you as a marketer needs to put your marketing hat on to ensure that you're driving them down your sales funnel to then buy from you. If they check you out, what are you doing to then retarget them, to nurture them, to establish that trust and relationship with them. OK. And there's so many various options that you can explore there. But, let's go back to the premise of you've got to strike while the iron is hot, and this really hits on this subject of timing that I'm talking about. OK. So, if someone is interested in your offering, you've really got to try and get their buy in right away, and in that moment before they have to go to school pick up, before they get busy, before they have to go cook dinner, before they have to go for a run, whatever it is. OK. And so, I want to give kind of a really great example to tangibilise this for you, is that when someone makes a micro commitment. So, say that they opt in to a lead magnet or a freebie on your website, that person is really engaged after they opt in as they wait to receive your lead magnet, your checklist, whatever it is. OK. So, the messaging that you place on that Thank You Page after they've opted in to that freebie is a really big strategic opportunity for you to capitalise on. OK. You've got to strike whilst the iron is hot. So, where you direct them to on that Thank You Page, think about the messaging that you're putting on that Thank You Page. OK. Could you put some strategic call to action to further nurture that prospect? Could you drive them to an offer you know a trip wire? Could you showcase your best sellers on that page? OK. And, I guess what I want to illustrate for you here too is there's a company out there, they're a digital marketing company called Rockt.I actually invest in them, because I think what they're doing so great. They've built a multi-million dollar business on this premise, where they sell advertising space on high traffic Thank You Pages, because they're striking whilst the iron is hot. People are making this micro commitment. They click through to the Thank You Page, and there they are with advertising.

Anna Jonak [00:09:08] Out of interest, what kind of advertising? That client? Or like different related products? Like different related services or products relevant to that business?

Flori Pyke [00:09:17] So, it really depends on the placeholder and what company the Thank You Page is hosted on. But you have to have huge traffic, because I did look for us, Anna. [both laugh] I thought it was so compelling. So, I invest in them like I said so then I call themand I was like you know, and they actually said we didn't really meet the traffic requirements. So, they're on seriously high traffic pages. [Anna says "yet, yet, yet"] Exactly. Yeah. I guess I wanted to give you that anecdote, because I think it really does play to this whole premise of you've gotta strike whilst the iron is hot. You know, like take advantage, if someone is checking you out, like what are you going to do about that?

 

CUSTOMER TOUCHPOINT STRATEGIES 

Anna Jonak [00:10:00] Well, it's like you said it comes down to about, the next point is about touchpoints, but it is exactly that. It's about strategically thinking about what comes next, and always thinking about when someone's engaged, how can you drive that? I mean we've been using or trialing our sales funnel recently where someone is downloading a checklist, and you know our first call to action from that is all about driving them to a strategy session which basically helps them run through that checklist with them, and it's thinking about you know getting them to tick that list off and realise that they need the help, and you know take next steps. So, I think it's really exciting to come up with different concepts, and we've also talked about using Thank You Pages to drive traffic to the podcast, and get people to kind of make micro commitments, and learn more about you as they go on the journey. I also think it's something and ironically something we were talking about before we got on this call about, even on sales calls, it's really kind of like saying well [ Flori says " yeah, well, that's why I was like sometimes we have a hard time backing our..."] Sometimes, it doesn't always work. But, you know if someone is taking the time to get on a call with you, for the most part, they're going to be pretty warm [Flori agrees] to hot. And, it's really thinking about the journey you take them on even on that phone call taking action because you know people unfortunately, if they don't take action within a short period of time, they quite often will go and get inundatedwith life, and then doubts and then you know everything else kind of kicks in, and it becomes a missed opportunity. Where you really need to kind of like jump into that point when people are excited and ready, and then you can harness that and drive it because, and we've talked about Mel Robbins' Five Second Rule before, but quite often we are plagued by doubts and things like that, and what will happen is as soon as we have too much time, we talk ourselves out of things which actually could be really transformational. So, it's really a technique to help facilitate people making sometimes, really important steps towards progress in this instance. [Flori agrees] Well, good luck, Mel Robbins. She's like your conscious mind like it knows what it wants and then what will happen is five seconds later, in comes the doubts, and you've got to trust your gut and instincts. And, I think that we've certainly learned that along the way is just to trust what feels right before we start kind of thinking about overthinking things and using that feeling to make decisions. [Flori agrees] Anyway, this obviously leads into point number three, as we were saying this talks about the fact that you know, for multiple clients or prospects, they need to have multiple touchpoints with you. And, I think you've said before it's between six and twelve touchpoints to get someone across the line. There's also this thing called the exposure effect, which I can't remember where I learnt this,it might have been through Cialdini’s Influence it’s a book, or psychology methods of persuasion, but basically it talks about this concept where you develop greater positive feelings towards a stimulus when you've had repeated exposure to it. And, what happens is it's because you see something, you become more familiar with it. You're more able to retrieve the information quickly. And, that speed of response at retrieving information and familiarity is actually what leads to that positive feeling. And, we misattribute that positive feeling that we get from processing things quickly to being really positive, which is really just about processing time. [Flori agrees] But it comes back to that concept of familiarity, and you know we like what is familiar, and the more that we see something, obviously, the trust grows, and different people depending on where they are at in the stage of their decision making will obviously be take more or less touchpoints I guess if you look at it that way.

Flori Pyke [00:13:11] Yeah definitely. I think as well just to play exactly on the point that you're making here, is that it does really emphasise how important it is to have a really consistent set of brand guidelines where every touchpoint that you have with that prospect, it is very clear and apparent to them that when they see that touchpoint they know it's you. It's your colours. It's that consistent brand look and feel. It's that consistent imagery, what have you. Because, if it's not consistent, it's not going to play to your favour. And yeah exactly, I think it's really interesting. I was listening to a training the other day, I'm doing this Facebook ads like mastermind at the moment, and they showed this graph around the time that it takes to convert a prospect into a customer, and how it's gradually changed. And I found it, I haven't shared this with you, Anna, but it was very compelling. Basically, like there was data to show across multiple different service and e-Commerce based businesses, demonstrating that the journey to convert a prospect to a customer is literally longer than it ever has been. [Anna says "does not surprise me"] No. Exactly right. I even feel, I mean, I think both of us find we talk about it a lot, where rewind almost four years ago when we commenced on this journey, I mean granted it was a different price point, but all the same even as we increase the price point you know, it was still not as challenging as it is at present to be honest to convert someone. And, we're finding that we need more and more touchpoints with our prospects in order to get them across the line, in order to really establish that sense of trust with them, and I think that comes down to the fact that there's a lot of choice out there. I think also people have been you know maybe you know, web consumption, there is a lot of not doubt, but if you've been burnt in the past, there's also that doubt that starts to creep in. But it just is really interesting how now more than ever you really need to be conscious of having more touchpoints with your prospects and yeah.

Anna Jonak [00:15:16] Yeah. I agree. I think part of it, I actually think some of it is the economy at the moment. I think there's a little bit around that. I think there's a lack of consumer confidence as well. I think there's so many products and services out there, there's just so many people going out there who just say that they can help anybody and coming in with lower and lower price points.

Flori Pyke [00:15:34] Exactly. I think that's the biggest thing. Because this data like, that was shown on the graph, so, it was across a number of years and it was really interesting, because the graph really clearlystarted to dwindle, economy or no economy. So, I think it's really true what you're saying about like we're spoiled for choice you know and people are out there maybe claiming certain things that are happening, or that they can do in whatever capacity be it eCommerce or service and they aren't seeing those claims out. So, people are more cautious than ever you know.

Anna Jonak [00:16:10] And, we've had a lot of people who've come through to our programs who have been through that. They've tried lots of different things before us, and then they kind of get to the point where they're coming to us when they are slightly burnt, and slightly unsure because they're not trusting because of the experiences they've had and they clearly still need help. So I agree with that. But yeah I think look, ultimately, if we're seeing it, it would be interesting to see what other people are thinking from that perspective like whether they're seeing an increase in the need for touchpoints or experience. I mean we've certainly, we can laugh about it but we've certainly had people who've been in our sales funnel, who've been following us for years before they take that next leap, and you know all the different touchpoints that we've created and the experiences certainly add value and kind of like take them down the funnel. And, I did want to kind of share on a bit of a side note though with regards to people buying, or not buying, because a lot of people and we've seen this with regards to sales and people kind of getting really kind of down when they don't make sales, and I think it's important for us to realise that it doesn't happen quickly. It doesn't happen overnight. You do need to build things up. There's so many people start a website, and then expect tomorrow that sales are going to come in. It's not going to happen. You need to have built an audience. You need to build trust. You need to build all these things. And, on top of that, you need to understand that there tends to be generally five reasons that people are not buying from you outside of the fact that you haven't created enough exposure.And, the first is that in some instances there's just no need and you're not relevant. And, this is really important for you to start thinking about who you're marketing to and your target audience because you could well be talking to the wrong people. Money might be another one. They just can't afford you or they can't afford you right now, and obviously dependent on where you're at, this may be an ideal client thing. Are they the right client for you? Or, is it just that you have to actually have a longer like sales funnel process or pipeline? Because you know, it's a bigger price point item. Or, can you find a way of enabling them access through payment plans and afterpay and everything else. Another thing is no hurry. So, there's not enough urgency right now. So, maybe they're kind of starting to I guess in the buy decision process see there's a bit of a problem but they haven't got to the point right now where they like right need to fix this. It's just kind of like coming to the surface. There's no desire, and that tends to come down to you haven't done a very good job of selling, your value, your benefits you know, the emotional side of stuff. And lastly is the no trust and that's obviously a huge thing if people don't trust you, you're going to go nowhere. So this is really about you understanding how you are articulating what you do, and how you can help people, and again kind of like building that relationship and rapport. So, they tend to be the reasons that most people aren't buying, and the beauty is if you can actually start to understand which one of these they tend to be, is you can start to create change, and you know encourage people to buy.

Flori Pyke [00:18:46] Yep definitely. No. I love it. And, it also just speaks to the whole element of exactly, don't get disheartened like there are learnings to be made, and then you know there's processes and systems to be put in place based on those learnings. And, you know even we're finding exactly that longer cycle to convert a prospect into a customer you know, we're having to take lessons from that, and really implement certain procedures and actions in order to ensure that even though the sales cycle is longer well you know, how are we managing cash flow, how are we still ensuring that we're top of mind for those prospects, and what not. So, yeah. I think great points to make. OK. So, let's move on to the next truth and this is that your return on investment is key. OK. Look, I mean the fact of the matter is that if you are going to run any paid traffic campaigns, it really goes without saying that you really need to measure, and analyse what every single dollar outputs for you. OK. And, return on investment is at minimum, the metric that you should track. Yes, ideally you'd track others like cost per lead, cost per acquisition or lifetime customer value for instance, but you know if you are just starting out and you're finding this all really overwhelming, let me tell you just focus on your return on investment. OK. You need to basically know whether your marketing dollar is creating any return for you so that you can then reiterate that campaign, make it better, scale it, get better results. OK. So, make sure you figure that out. It's really easy to calculate. You can easily google how to calculate ROI, but I think one thing that I'd love for you to touch on, Anna, being our mindset resident mindset guru over here, which I think is so important to touch on our money blocks when it comes to marketing and mindset.

 

ROI IS KEY 

Anna Jonak [00:20:39] Yeah. Well, I think this comes down to in actually investing in your business and we see it as a struggle for a lot of startups, and it's actually one of the main reasons small business owners fail is because they don't have cash flow or they're not managing their money effectively or they're not on top of it. And, the bottom line is you need to spend money to make money. You do actually have to invest. And we've done that, whether it's investing in branding, whether it's investing in training, and obviously investing in marketing. And, you can't grow a business just by using social media and organic social reach. And that's not to say you obviously can't create momentum and start to create sales. But in terms of serious growth, you actually need to start thinking sales funnels and paid traffic. And, we're not saying you got to put 10 grand in the pot tomorrow, but you know more than five dollars a day. Think about where you want to take your business, and you have to start being brave, and start taking risks and start getting your head around things. I mean, we started I think spending between five hundred dollars to fifteen hundred dollars on ads, and I mean I know it's scary and I can identify with that because Flori and I had this conversation many times about like scaling and like adding more to the pot and Flori always push me because I'm the one with the purse strings going "come on! like we're making money at the end of the day." If you're making your money back and making some on top, why would you not spend more? Because you know that you're going to make more. It's just you know, it's the math when you do the math. Look at the numbers, remove the emotion. And we're at a point now and you know we'll spend eight or ten thousand dollars on a campaign and it's kind of like it is what it is, because we trust that we'll get the results. But that's a mindset thing, you have to trust that you know, a) you managing your numbers and you can see that the numbers are there, but also you are backing yourself and your focus is absolutely on that return. So, I think that we generally I think spend about 20 percent of our budget, I probably need to have a look at the end of the year now based on this year, but, 20 percent of what's coming in goes back out of marketing, and it's the lifeblood of our business. It's an absolute must like there is, we're always on. And, I think the thing is when you just kind of when you switch off you really notice the difference. [Flori agrees] And, as a business that wants to be successful you're going to have to start trialing these things, and putting your money where your mouth is basically, and start feeling confident in that.

Flori Pyke [00:22:42] Yeah definitely. And, as I was saying to you Anna before we hopped on the podcast, I mean, I have to be really transparent. The number of conversations that I have with students in our personal coaching forum who you know, they do all these hard yards. They build their foundations. They get their website optimised. They tick all the boxes. And, then it comes time to spend on the marketing, and they get scared. And I'm like look, you've just invested you know almost three thousand dollars in this program. You've invested hours, days, months in getting your business to the point it is now like you can't stop now. This is only the beginning. This is where the exciting stuff happens. So, you know just, you do have to back yourself because you won't be able to grow at a high speed, if not at all because it's getting more and more difficult to exactly get that organic reach today. So, you do have to back yourself. Alright.

Anna Jonak [00:23:37] I would say go for a number that makes you feel uncomfortable like so don't go safe but go for discomfort. Not to the point where you feel you know, not to the point where you're going to completely screw yourself,your cash flow, but what we've tended to do is always kind of stretch ourselves to a place of discomfort, and then kind of like up a good portion from the last return when we know that we're running similar things. So, try it, because the thing is when you get results, you'll start to see that as we've said it's a no brainer to keep trying and keep pouring money in if you're bringing the money out.

Flori Pyke [00:24:07] Yeah, it's funny because there was this question came up actually in this Facebook Ads mastermind, because I get this question asked a lot, and I'm sure some of you listening to this right now are wondering you know, well how much do I test? How much do I try if I'm starting out? And, look, it's not a small number if you actually want to give it a good like bat, if you want to give it a good red hot go and get some data from your learnings you need to spend a minimum, and this is just for Facebook ads, but you know what, I think it's the same for Google to be perfectly honest with you, fifty dollars a day. So, look it's not small fry but you won't collect the data that you need in order to then make strategic decisions without trying it. And, the exciting thing is that it is going to work. It's just a matter of time.

Anna Jonak [00:24:49] Well also again, I think the mindset thing is coming backto a vision of what it is you want to create and kind of having to having to be all in, to make this work.

 

PEOPLE BUY PEOPLE 

Flori Pyke [00:24:58] Exactly. All right. Love it. OK. So, the next truth is that people buy people. We talk a lot about this on the podcast. And you know, it's just so true, and I think it's something that we can't ever forget you know, and people don't buy into logos or business names that they've never heard of. They buy into you. OK. They buy into their relationship with you into their sense of connection with you. And, do you want to share something about the law of liking and then I'll talk a little bit more about this.

Anna Jonak [00:25:25] Yes. So Robert Cialdini. He has a book and it's all kind of looking about all these laws of attraction, and this one, this law of liking is all about stating that people are more likely to buy from people that they know and like and trust basically. And the more you kind of identify withthat in fact the more likely you are to succeed. This is kind of like if you see someone as being like you as someone that you can aspire towards that you feel connected to and you can draw on their similarities, it's going to help you build up that trust and the belief that person has in themselves and the steps that they take is that it's massive cycle basically. You build similarity. It builds trust. It builds rapport. Then, they begin to believe in themselves more, and then they're more likely to succeed, which is fantastic. So, obviously from our perspective and definitely in a service-based business I mean, and also in a product-based business especially you're talking about who you are and your brand and how it's developed. The more that you can kind of show like similarities between yourself and your audience, and that kind of understanding of them the more likely it is to have a big impact on your brand essentially. And, we've certainly done a lot of work around this when it comes to our writing and our copy, and how we talk to people so that we can share in the fact that you know, how we want to attract that type of person who feels the same way, that we're all in the same boat, we want the same things. We have the same struggles we get each other. And, you kind of feel like you're just in you know you're in it together.

Flori Pyke [00:26:46] Yeah totally. It's funny. Often like, when you're fleshing out that description of your avatar of your ideal client like, you sometimes have to take a bit of a punt, because you know you're starting out and you don't know everything that you don't know. And, often time that's exactly right. We often say well just you know think about working with your best friend, with someone who you'd want to do business with you know. So I really see how that law really carries through in this truth that people buy people. Another thing that was really interesting, and this is a lesson I also gain from this Facebook Ads mastermind that really speaks to this whole premise that people buy people, is that basically one of the five big key insights on how to win with your ads this 2019 is to go with native ads. And so, what does that mean? Well it means creating ads that don't look like ads and it means creating ads that are written in the first person as if you're writing to your best friend. And, it means creating ads that have pictures of you taken with your iPhone that are not professional photos you know, and it means being personal and letting it all hang out and establishing that sense of connection, because remember people, they buy people.

Anna Jonak [00:27:58] It's authenticity, isn't it? [Flori agrees] I think it's about being real. And it's not about being part of a machine. And, I think that's the key to all of this is that if you can bring you to your brand the whole way through, all yourtouchpoints and everything that you're doing, that's the key difference. The thing that's going to have the impact.

 

TEACH PEOPLE HOW MUCH THEY WILL BENEFIT 

Flori Pyke [00:28:14] Yeah. I totally agree. Alright. So, let's talk about the next truth. And, this is about selling value and not just the price. So, what do I mean by this? Well, there's a lot of research that basically says that value is the difference between the price you charge and the benefits that the customer perceives that they will get. OK. So, if the customer perceives that they get a lot of benefit for the price that they pay then their perception of value is really high. OK. And here's the exciting bit for you as a business owner, is that you can absolutely control the amount of benefit that your customer perceives that they are going to get. So, key takeaways for you here is that you've got to teach people how much they will benefit, how much your product or service will help them. And, all of the things that your product or service can do to help them achieve their goals, and solve their problems. OK. And, the more that you focus on these values, the less important that price becomes.

Anna Jonak [00:29:11] Totally. Well, this actually really kind of mirrors what I was talking about in my session with Shelly recently when she has this product, and she was getting caught up on what her competitors are charging. And I was like we need to look at what differences that you have and why your product stands out because you've created a unique product. They're lovingly made. They're really solid. You've created them so that they can be changed over time so that they're like you know they're timeless. Like there's so many benefits to what you're talking about that our consumer has here, rather than just looking at, it's not comparing one box with another. It's not about boxes. It's about what this box represents and all of the kind of thought that's gone into it and how they can use this over their lifetime. So, I had a really good chat with her about thinking about things in that respect and certainly it's important, generally, when you're writing your copy to be very clear in writing with benefits and using that kind of psychology. So, not getting caught up in the features of something like it's a pillow that's soft and fluffy, but really talking about the benefits and the things like it's going to make you feel amazing the next day, the best sleep ever, you're going to be energised. So, it's really writing about kind of giving people those emotional benefits of what they're going to feel on the other side and how it's going to make them you know, going to create that transformation. [Flori agrees] And yeah, the more people can see the transformation or the opportunity or the possibility over a price, the price almost becomes unimportant. Sometimes you know, you can't put money on a feeling sometimes, can you? [Flori says "Correct. But that's it, because people buy based on emotion] Yeah exactly. If you can turn around andsay to someone, we can create your dream lifestyle business that you want for yourself, that's priceless. You can't put money on that because you're creating a lifestyle in someone's life. You're creating something for the future. You're creating a change in the whole family like there's so much to it. You can't literally just go well that's worth like 999. or like you know. You can't! Because it's emotions. It's nice. It comes full circle from what we're saying right at the beginning.

Flori Pyke [00:31:01] Exactly right. Alright. Awesome. So, we promised we'd give you some hashtag winning and losing moments before wrapping up today. Before we do, I feel like that podcast episode was pretty good. Like, so many good value bombs there to take no matter where you're at in your business and to keep remembering.

Anna Jonak [00:31:20] Hashtag just quietly building myself up.

Flori Pyke [00:31:22] No. But build it. It's all from our lessons though. This is like from the past four years I feel like both you and I you know, throwing our hats in the ring, learning how to do this. It's just this stuff doesn't happen overnight that you get to kind of take these lessons on board. These are the things that like you know people don't really talk about when it comes to marketing. They give you the how to without really understanding the why. And, I think this really comes back to these guiding principles that you really need to keep in mind, and you know I think even for us we often need to remember these things when we're making strategic decisions. So, I think it was so many great lessons learned for anybody and everybody. OK. Do you want to kick off with your hashtag winning and losing?

Anna Jonak [00:32:06] Yes. As we wrap up, hashtag winning is finally moving house, which is also hashtag losing. Because I am basically DIY-ing it and have boxes everywhere, and I've already been going for one whole weekend and with three small children in tow. It's not fun. But no, the flip side of that is as I was saying to Flori is the actually the moving into this new place with getting it pimped up, and it's going to be super awesome. And it feels like a momentous occasion of achievement. And it's one of those moments where we talk about when you have to really stop and take stock. It's 18 months ago, we moved back from Perth. My husband gave up the FIFO life and we came here, scraping stuff together to make ends meet to basically focus on this business. And, we're now in a position when we were in a fantastic area, moving into a lovely house. Life is more than comfortable. And you know, we've grafted hard over the last 18 months, but it is the fruits of our labour. [Flori agrees] It's the fruits of the work. It's putting the hours in. And, that's exciting. It's that taking stock and going we've made this happen.

Flori Pyke [00:33:04] Yeah. It's so exciting. I can't wait to see the new pad.

Anna Jonak [00:33:08] Just like dinner invite. [both laugh]

Flori Pyke [00:33:09] I did strategically send that message. No, I'm just kidding. I sent her a message the other day, and I was like we really need to tee up dinner with the boys again. It was very strategically done. No, but the fact of the matter is we do. But I do want to see the new pad. I'm very excited. I've heard so much about it. It's gonna be great.

Anna Jonak [00:33:27] You're welcome. Bring on the party and the champagne. You just gotta get the baby off the boob.

Flori Pyke [00:33:31] I know which is like, well maybe I should talk about that as terms of like winning slash losing. I'm just really having a hard time, because I know it's my last child and I want him off for practicality purposes. But, I tried one feed a week and then I did it for two weeks and he's just like he won't take the bottle so then he doesn't drink any milk from basically 6AM to 6PM and he's like very unhappy the whole day. And I've just come, I spoke with a midwife a few days ago, and she was like look you need to go cold turkey. And I was like oh I don't know if I'm ready to go cold turkey but at least I know he doesn't need milk from 6AM to 6PM so, there is a win. It makes Success Live a lot more practical.

Anna Jonak [00:34:16] Yes. Well, our next event is coming and cannot wait for that. In fact, there was a lot happening, and we should probably like start to see it right now. Hang tight everybody. There is gonna be some big winning announcements over the coming week shall we say.

Flori Pyke [00:34:30] Yep totally true and very exciting. We've been quietly working away on some pretty epic, and extraordinary exciting changes.

Anna Jonak [00:34:42] So true. In fact, we got together with some students recentlyand they're like you've been really quiet. [both laugh] We're like we're working on something.

Flori Pyke [00:34:50] Yeah. So, yeah. It's pretty exciting.

Anna Jonak [00:34:54] TBA To Be Announced. Alright let's wrap this bad boy up.

Flori Pyke [00:34:58] Awesome. Alright. So, ladies remember for the show notes you can head on over to our website theelevatory.com/podcast. Parting thought I really liked this one from Seth Godin, and that is that "marketing is no longer about the stuff that you make, but about the stories that you tell." I think that really speaks to a lot of the truths that we were sharing with you today in this episode.

Anna Jonak [00:35:24] Awesome. And ladies, that's it! Remember, be brave in your business.

 

HOW TO CONNECT WITH ANNA AND FLORI

Business School: www.theelevatory.com

Phone: 1300 634 230

Instagram: @theelevatory

Facebook: @theelevatory

Twitter: @TheElevatory

 

HOW DID WE DO?

We're incredibly excited to be able to share our business insights via the Raising Her Game Podcast. We aim to provide you the very best content each week to help you elevate your business game so you can take your life and business to the next level. We'll tackle the topics that will get you increasing your productivity, mastering your mindset and strategising like a marketer. If you're enjoying the show, you can help spread the love and pay it forward by leaving a review. It will make it easier for other female entrepreneurs in business like you, to find us and kick their own goals.

 

 

 

 

 

WHO ARE ANNA & FLORI

Based in Sydney but servicing clients worldwide, The Elevatory is an education hub for Women in Business. Founded by Anna and Flori in Sydney in 2016. The Elevatory’s mission is clear - to deliver Women all the coaching, training & resources they need to ensure RESULTS in their small business.

The Elevatory Mastermind was later founded in 2018 in response to students who were progressing quickly through their signature coaching program, delivering advanced training to help them scale and break through the boundaries of those next income levels.

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