Latest / Inspiring Stories / Nicki Chang Powless Marketing That Works

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Nicki Chang Powless Marketing That Works · Inspiring Stories

0:04
Speaker 1: Thank you for listening to the picture of the radiant.
0:26
Speaker 2: Rat. You readything to me? Oh well, well say, oh
0:52
well not a bad sp I just see you so spashon.
1:18
Speaker 3: So is it.
1:35
Speaker 1: Okay everybody? Our next guest is a marketing guru. And
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you know how coaches and courses, course creators spend thousands
1:46
of dollars on marketing activities and programs and have very
1:51
little to show for it. Well, our next guest as
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a marketing powerhouse. She knows how to fix that. In
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a lot of cases, people say that marketing doesn't work, well,
2:08
it does actually work if you focus on the right things.
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And this is what Nikki Palace does is she helps
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you figure out how to focus on the right things
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and the right activities so that you plug into the
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right groups of people. And this is her statement. What
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I do is focus on development and clear powerful marketing message.
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So when coaches get out there and do whatever it
2:46
is that they do for marketing activities, they naturally draw
2:51
the right people to them. So, in a nutshell, NICKI
3:01
helped you, helped you focus your message so that you
3:07
do the right activities and have the right people in
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your business. So why don't we welcome her to the show.
3:27
Something Nicky, welcome to the shows. It's great to actually
3:49
get you on the show.
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Speaker 3: Now.
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Speaker 1: I remember when we did Diane's twenty Day Challenge and
3:59
we had a blast. So that and because I discovered
4:02
that you like fast cars, yes, and himmis hey for
4:12
anybody listening, if your car grew, you know what a
4:15
hemmy is. And Nikki has at least two Kimmies.
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Speaker 3: Yes, So we love our fast cars.
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Speaker 1: And we're lucky to catch catch Nikki. She's on the
4:29
road right now. You said you're traveling and we briefly
4:35
interrupted your vacation.
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Speaker 3: Right, Well, actually, my husband and I love to travel,
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and so rather than just taking vacations, what we've done
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is our travel time is longer and I insert work days,
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so I work and travel at the same time. So
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I get to see all these different places on my
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days off. So instead of just having a weekend off,
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I am exploring all these different sites, and I'm exploring
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all the different tastes that are available in these incredible places.
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So we're actually on the road for three months, and
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I do have specific designated days where I'm making sure
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my clients needs are met and everything like that and
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meeting with people like you. Michael, Yeah, brillant.
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Speaker 1: I like that idea. I'm going to talk my wife
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into that one.
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Speaker 3: Well, as long as you get a good Internet connection,
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you can be working anywhere. And I made sure we
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had that.
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Speaker 1: Very true. So you have a special way of marketing people,
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and I really think it's important for people to understand
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that their messaging is key to their marketing and that's
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what you do, right.
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Speaker 3: Yes, And you know what, Michael, I'm going to share
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with you what many people come to me and they say,
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you know, when we're talking about the challenges of marketing,
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most people the challenges they're marketing is they're asking the questions, one,
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why is my marketing not working? Would you agree with
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me on that? Why is my marketing not working? Second
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thing they're asking is which marketing activity is the best
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one for me? Right, So that's kind of the second
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question that they're asking. And then the third question they're
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asking is how do I get the best return on
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investment with my marketing in terms of time and money.
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So these are the most challenging problems that people have
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when it comes to marketing, and they're asking me, So,
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why is the marketing not working. The reason marketing isn't
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working is because number one is they're easy using the
7:00
wrong strategy with their marketing right, Because there's a lot
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of different ways you can do in marketing. The question
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is are they choosing the right ones for them? So
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it is not a one size fits all. Are they
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choosing the right ones for them? But most of the time,
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the reason marketing is not working is because their messaging
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is off. What they're saying is not landing with people.
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People don't get right there. It's really important that when
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you have that message, then it doesn't matter what marketing
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activity you choose, you will get the desired results. But
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if your messaging is off and people don't understand what
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you can do for them, that's when they can spend
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thousands of dollars on marketing strategies and activities that isn't
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going to get them the results that they were really hoping.
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Speaker 1: For, right right right. And see, that's an important thing
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for everyone to learn. And uh in the intro we
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said we said that when you're marketing lands, it lands
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with the right people.
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Speaker 3: Exactly. Now, here's the thing is, when it comes to
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marketing to the right people, the first step to being
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able to land with the right people is to define
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who the right people are. Yes, right, and that's your
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target audience. And this is where a lot of people
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either they define their target audience way too broad or
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they want to market to everyone.
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Speaker 1: Well, the saying there is you market to everyone, you
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market to no one.
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Speaker 3: Right exactly? And you know what I get to share
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with you, Michael. The reason because a lot of people
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don't understand that phrase. You know, they hear, oh yeah,
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if I market to everyone on marketing to no one,
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they don't understand that phrase. So I want to give
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you an example of why that is the case. Okay, okay,
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And so I'm going to take an example. A massage therapist. Okay,
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a massage therapist provides my massage therapy services. Pretty obvious, right, yeah,
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pretty obvious. Okay. This particular massage therapist decides she wants
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to target stay at home mom and in her message,
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she might say something along the lines, come get away
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from the kids for a couple of hours, relow distressed
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so you can go back to being the best mom possible. Now, Michael,
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if you are around kids, rumbunctious kids all day, would
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that appeal to you pretty well.
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Speaker 1: I think I would want to refine a little more,
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hit a few more emotional buttons, but it's pretty good.
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Speaker 3: Absolutely. Now here's the thing. Does that message connect with
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seniors or the elderly? No, No, absolutely not. So somebody
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who's senior and more elderly, you might have a message
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something along the lines, come let me let me help
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loosen up your joints, work on those pain areas so
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you have mobility to walk, to enjoy life pain free
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and spend more time with your grandkids. Guess what, Michael,
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it's the exact same service. Yeah, but the message was
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completely different based on the target audience. And that's why
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when you market to everyone, you're actually speaking to no one.
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Speaker 1: Right does it that that's that's it in a nutshell, right,
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because people have to identify with with with what it
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is that you're trying to tell them that identify.
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Speaker 3: Exactly and here here it makes a huge difference. Because
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I once had this clients that was going to the
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same networking event every month. In fact, it was in Vancouver, right,
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she was going to the same networking every month, and
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every month she would get up and she would do
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her sixty second intro and she would sit down right,
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and she said to me, Nikki, networking doesn't work. And
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I'm going, okay, let's sit down and let's really define
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your target audience and let's focus on creating a message
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specifically for that demographics. And the next time she went
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to that event, she got up, she did her sixty
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second intro and she sat down and she called me
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that night and she said, NICKI, this is the first
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time they asked me for my business card. That's what happens.
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When you have a powerful message, then your marketing now
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will draw the right people to you.
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Speaker 1: Yeah.
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Speaker 3: Right, So that message, when it's designed for that specific demographics,
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they will know and they will come.
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Speaker 1: Yeah, exactly. Build the right message and they will come absolutely.
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Speaker 3: Absolutely. So when it comes to the message, you know
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a lot of people think, oh, we'll just put together
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the message, right. And I want to share something with you.
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So Michael, if I show up on your doorstep, you
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go knock, knock, knock, and you're going to open the door.
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And I'm going to show up. In one hand, I
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have a box of crackers and in the other hand,
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I have a brick of cheese. What's going through your mind?
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Speaker 1: Snack time?
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Speaker 3: Snack time.
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Speaker 1: Okay, okay, sorry, he's one of my favorite snacks.
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Speaker 3: There you go. Some people will say, where's the wine? Right?
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So if I were to take that exact same box
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of crackers and the exact same brick of cheese, and
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I put it into a basket and wrap cellophane around
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it and put a giant bow on it. And now
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when I show up at your doorstep, what's going through
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your mind?
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Speaker 1: Oh? Yeah, because now you've put do you put more
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time and effort into it? I'm not just simply hungry.
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I'm going to welcome you into the house.
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Speaker 3: Oh what, You wouldn't welcome me on the first one?
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Speaker 1: Not necessarily? No, Well, on this one, I would actually
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welcome you into the house because because you've you've hit
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a You've not only hit the snack time thing, but
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you've also dressed it in a way that I love
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baskets and things like that. It's like you've you've hit
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three things that absolutely appeal to me. So yeah, I'll
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probably welcome you into the house and we're gonna have
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conversation and cheese and crackers and cheese and crackers.
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Speaker 3: Yeah there you No, but if you think about the
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two scenarios that I just presented to you. They're the
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exact same box of crackers, and they're the exact same
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brick of cheese. It's just how it's packaged up that
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makes a huge difference and how it's presented. So a
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lot of business owners, especially when they're in the services
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industry and there's so many people offering similar services, it's
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how do you package up your core skills and your
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core products, and how do you present it and package
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it in a way that is attractive for people to
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want to reach out to you and say and invite
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you in? Right, invite you?
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Speaker 1: And that was the key with what was going to
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make me open the door and invite and invite you inside?
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Speaker 3: Right exactly. So it might be the same thing, but
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it's making your product or service, positioning it and getting
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that clarity on how do you make it attractive for
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people to want to invite you in so you know,
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this is what I call the product brand clarity. Right.
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Product brand clarity is who do you serve? Right? How
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do you position yourself as the expert? How do you
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position the value that you bring so you can justify
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what you charge for your services? How do you lead
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them through the process of wanting to work with you.
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And this is the one thing that a lot of
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people miss out on and they wonder why their marketing
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isn't working, and it's because they're missing that clarity on
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how they can help their target audience with what they do. Right. So,
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as an example, one of my clients she had, she
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had two coaches, and she was registered in two marketing programs,
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two high end year law and marketing programs. So she says,
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after two years, I haven't gotten any clients, and that's
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because she was missing a lot of the fundamental elements
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that I was talking about today. She didn't have clarity
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on her target audience. She thought she did, but she
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you know, when we dug deeper into it, we realized
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that she was missing out on a whole segment that
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she hadn't even thought of, and she didn't have clarity
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on how to present it in a way that makes
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it attractive for that group to really want to reach
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out to her.
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Speaker 1: Right.
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Speaker 3: So, these are like, these two steps are key fundamental
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elements to getting more clients because as a business owner,
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that's what we want, right Yeah. Yeah.
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Speaker 1: So one of the things that that I also focus
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on or talk about focusing all with people in their
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messaging because we built their story out right on our end.
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Is the one of the emotions and how do we
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because every every demographic has a specific emotion that actually
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triggers them to like the bye bye.
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Speaker 3: Yeah.
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Speaker 1: Uh, So how do you how do you start to
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figure out what the what the emotions are were for
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a certain demographics? So do we know how to get
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the click? How do how do make the buy button
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look appealing?
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Speaker 3: To look appealing? That's actually a fabulous question, Michael. It's
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about truly understanding your target audience. And in order to
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truly understand your target audience is to talk to them,
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is to ask them what's important to you? Right, and
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you know, what are some of your struggles or your
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challenges and they will answer your question. So what I
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tell my clients is a lot of times if you know,
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when people sign on, you know then and there why
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they signed on with you to begin with, right, start
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listening to what they're saying, Listen to the words that
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they're using. Yeah, And that's how it's called market research.
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I know people aren't crazy about that word market research,
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but market research is extremely powerful to hitting that emotion
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is by understanding them. Sometimes the slightest difference in the
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demographics can make a huge difference, right, even like somebody
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with a family versus somebody who's single, that makes a
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huge difference because what the emotional element for a single
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is different than someone of the same age that has
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a family. So the emotional elephants are different, right.
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Speaker 1: Right, right, that makes sense.
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Speaker 3: So it's real the understanding who your target audience is.
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Speaker 1: Yeah, yeah, So why don't we do this because it's
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great stories and everything. Let's let's walk a little bit
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through the process that you put people through to discover
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what is what is actually best for them? Because hey,
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we could have going back to our massage therapist, right
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and you and you pointed out it's the same service
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but two different people. So how do you how would
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you discover if your best fit for the stay at
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home mom versus the very active grandmother.
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Speaker 3: Are you talking about? What which audience should you work with?
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Is that what your question?
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Speaker 1: Yeah? Which audience should you work with? Because it makes
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makes a happier business for you because you don't want
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to It's like, hey, you know what employees they go
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through go through the drudgery of I got to go
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to work again. But when you're the entrepreneur owner, is
21:12
should be the Hey, I'm going to work today exactly.
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Speaker 3: You want to have that reason for getting up out
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of bed and being excited about the day that's ahead
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of you. So you want to be working with a
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group that excites you. Okay, that excites you. And I
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mean there's more than just going through you know, the
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standard form that says, you know, list the demographics. You
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know a male, the gender, the age, and you know
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all of that stuff. All of that stuff is, yeah,
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sort of important, But what's more important. It's understanding the
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true psychology of why these individuals may need your service
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and what is whole holding them back from getting a
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solution to what they're really looking for. Right. And so
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when it comes to your target audience, I'll tell you
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one thing. There are a lot of fabulous marketing programs
22:12
out there. Okay, there are a lot of different ways
22:15
that you can market your business, and a lot of
22:18
the companies that do with the marketing stuff, they assume
22:23
you know who your target audience is and they'll say
22:27
fill in the blank and then you're going to do
22:28
this right. However, the target audience is not like throwing
22:34
spaghetti on the wall and seeing what sticks there. It's
22:38
multi dimensional, okay, And there are a lot of different
22:42
ways you can look at your target audience and to
22:46
identify which is the best one for you specifically. Right.
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So there, I mean, the process that I take my
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clients through is I asked them a series of questions.
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But the thing is the questions that I ask them
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are standard sales and marketing questions. But the secret sauce
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is around There are three things really. The first is
23:11
around the order in which I ask the question, because
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it's designed to take the brain through a specific process, okay,
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to help identify who the ideal target audience is for
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an individual. The second thing, it's around the facilitation. So
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as I'm asking the questions, they're answering the question, I
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am listening to what they are saying. I'm also hearing
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what they may not be saying. So this is not
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something that you can just fill out a form and
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they're going to answer the question. Right. So there's that,
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And then the third thing is really around the collaboration.
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So this is having that brainstorming session and working together
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to figure out, okay, what are the pros and cons
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of this demographics or this target audience versus that one,
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and then being able to identify which is the right
24:18
one for them, because as I mentioned earlier, it is
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multi dimensional. And I wish I could give you a
24:23
formula that says, here, do A D and C and well,
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at the end of that, you've got your target audience.
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It's not that simple because it gets more complicated, right,
24:34
because some target audiences are better than others for an individual,
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So it's not the same for each individual. Each individual
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that I go through this process with, the answers are
24:46
unique to them.
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Speaker 1: Yeah, do you have a story of maybe two different
24:56
similar product or service, but by the time you took
25:01
them to the through the whole process that they went
25:06
to two different demographics.
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Speaker 3: It's interesting that you say that. First of all, I
25:12
work with a lot of coaches, and I work with
25:15
a lot of people in the health and wellness field,
25:18
so they can easily pick the same target audience. But
25:21
it's based on their experiences and what they've gone through
25:27
to identify the right target audience for them.
25:32
Speaker 1: Right.
25:33
Speaker 3: So I do work but like I said, I've worked
25:35
with a lot of coaches. I worked with a lot
25:38
of health and wellness people, but the symptoms that their
25:44
target audience experience experiencing can be different. Right, Yeah, does
25:53
that kind of makes sense?
25:55
Speaker 1: Yeah, that makes sense.
25:57
Speaker 3: Yeah. So, like I said, I do work with a
26:01
lot of people who offer the same service but to
26:05
different people, right, And that's what that's what makes them unique.
26:12
Speaker 1: Yeah, because a lot of the same services. Say, say somebody,
26:19
there's a lot of different categories of life coach. It's
26:22
like one could be a grief a grief coach, the
26:26
other one could be, uh an empowerment coach. Right, but
26:31
they're going to walk you through similar processes but for
26:35
different reasons, right exactly.
26:38
Speaker 3: So the tools that they may use to help with
26:42
the transformation might be the same as the other coach,
26:47
but it's their own life experience that will dictate which
26:52
is a better fit. So I'll give you an example
26:55
is somebody once came up to me and one of
26:57
my clients said, I want to work with people who
27:02
have gone through divorce. And I said, okay, that's certainly
27:06
a demographics you could work with. And for some reason,
27:10
my little spidey sense came up and said, you should
27:13
ask this question, have you ever been divorced, and she
27:18
said no, And I'm sitting here going, Okay, how are
27:24
you going to relate to these people if you've never
27:26
gone through it? Right? And she's like, oh, I said,
27:32
how are you going to meet other divorced people? And
27:36
it's like, oh, okay, all of these things come into play.
27:42
That's when you know, I take them through the process
27:44
to uncover there might be other demographics that might be
27:48
better for that individual, right.
27:52
Speaker 1: Yeah, because they have more in common with or relatable to, right.
27:59
Speaker 3: And one one of the things when it comes to
28:01
your message, it's also building credibility. So if you have
28:05
never been divorced or not, your credibility just drop right right.
28:11
Whereas if you've had kids before, you know, then you
28:16
might decide demographics could be parents with kids, right, because
28:22
you can relate to them if you yourself already have kids. Right.
28:26
So it's like I said, it's it's a discovery process
28:32
that makes a huge impact on everything you do when
28:36
it comes to marketing and attracting your clients. So from
28:40
how you package your product, like you know, we said earlier,
28:44
the coaches they have different tools. They have the same tools,
28:51
but they utilize the tools to different demographics, right, and
28:56
it's so, how do you package that those tools up
28:59
that may it attractive for your target audience to reach
29:02
out to you. Yeah?
29:06
Speaker 1: So, well, what I'm what I'm hearing that you're doing
29:11
is is you build a customized welcome that or welcome
29:15
shingle for each of your clients.
29:20
Speaker 3: I have tried. I have tried so hard to see
29:24
if we can package it up and and do it
29:29
in more of a group setting. But I have found
29:33
that I've been doing this for so many years that
29:37
it's not a one size fits all because everybody, you know,
29:41
the tools that I have helped draw out these experiences
29:46
from them, though we have we have a way of
29:52
identifying what might be what might work best for them. Yeah,
29:58
and ultimately it ends up being a perersonal decision.
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Speaker 4: Yeah.
30:04
Speaker 3: Right. So I had one client that she had cancer,
30:10
and she had when she first came to me, she
30:13
decided she wanted to work with people who had cancer
30:17
because she had gone through the journey and it didn't
30:21
take her long to come to me. And she says,
30:24
we need to find a different target audience. And I said, okay,
30:29
why And she says, I'm not ready to open that
30:32
wound yet. Yes, right, so it is a very personal
30:40
decision as to which target audience to choose.
30:46
Speaker 1: Yeah, something may be a little too personal too.
30:53
Speaker 3: You know, but when you're ready, you know, if that's
30:59
the way you want to we can easily shift strategies.
31:02
Which is why I always say that this is a
31:06
personal It's a personal, customized process that I take people
31:12
through because it goes deep into the individual and once
31:19
they have that target audience, then they know how to
31:23
build the brand clarity, and then they know how to
31:27
put together their message to make it engaging for these people.
31:33
And then they know then they can confidently get out
31:38
there and market themselves in a way that will attract
31:43
people to them. Yeah.
31:46
Speaker 1: So why don't we talk about some of your best
31:48
results and some of the things that like people are like, wow,
31:55
I didn't realize that this it did, that your work
31:58
was going to do all that for me.
32:02
Speaker 3: Okay. So one of the key things that I do
32:06
in terms of the messaging, I think I have to
32:08
give you backtrack a little bit before I answer that question.
32:12
Mm hmm, is around the message. Would you agree with
32:16
me that the message has to make a connection with
32:20
your audience? Right? Yeah?
32:22
Speaker 1: Oh, yeah, absolutely, no connections. You're just talking to the wind.
32:27
Speaker 3: Right exactly. So the question is how do you make
32:30
that connection? Okay? So I'm going to give you an example.
32:35
Is we're going to bake the birthday cake, okay, and
32:40
I'm going to bake the cake itself. Okay, I'm going
32:43
to bake the cake itself, and the cake represents your
32:46
marketing message.
32:48
Speaker 1: Okay.
32:50
Speaker 3: Now, Michael, let me ask you this. Would you agree
32:53
with me that how I decorate the cake for a
32:57
toddler is very different than how I decorate the cake
33:00
for my mother's seventieth birthday. Absolutely, okay, it's the same
33:08
thing in marketing. Is your marketing message might be is
33:14
we know is the cake, but the words we choose
33:19
to market to represent that message is the icing. It
33:26
will be different with different people. So as an example,
33:30
you've heard the term elevator pitch, right, Yes, Okay, I
33:37
don't know about you. I'm I'm a small business and
33:43
I don't have an elevator in my office or anywhere
33:48
in my business and in my home, right.
33:53
Speaker 1: Not anymore, I don't, right, So the.
33:57
Speaker 3: Term elevator pitch people to associate it to be very
34:03
corporative comes from a corporate environment.
34:07
Speaker 1: Yes, So what.
34:09
Speaker 3: You'll hear me say is you'll seldom hear me use
34:12
the term elevator pitch. I will call it the sixty
34:16
second introduction because I work with the heart centered entrepreneurs. Okay,
34:23
I work with heart centered entrepreneurs, and they can relate
34:26
to that the sixty second introduction. But guess what, they're
34:31
exactly the same thing. Of course, they're exactly the same thing.
34:37
So it's about understanding which words are going to resonate
34:42
with your target audience. Now you ask me about a
34:46
client who where it made a difference. So the question
34:50
is it's really around understanding what is going to resonate
34:54
with the people. So one of my clients was a
34:57
marketing person does digital marketing. She does social media. Okay,
35:03
so she understands marketing. And she said to me, she said, Nikki,
35:07
I need to come up with the name for my program,
35:12
my new social media program. I said, okay. And so
35:17
what we did was we came up with five different
35:20
options that are available that she could bame her program.
35:26
So I said, now, what I want you to do
35:29
is take these five options and go out there and
35:34
create a poll and test them out. On people. And
35:38
she did that and she came back and she says, NICKI,
35:42
they all picked this one title for the program.
35:48
Speaker 4: And I said, what's wrong? Because I could see the
35:51
look on our face. I said, what's wrong? She says,
35:54
it's the one title I hate it most. Right, then
36:00
I have to remind her, are you selling this program
36:05
to yourself or are you selling it to them? It's like, ah,
36:13
he said, you're right, You're right. So collaboration and getting
36:20
feedback on your marketing material is absolutely key to the
36:27
success of a marketing campaign because it's all related to
36:32
the mastic.
36:33
Speaker 1: Yeah, I've been to a similar case. Like a lot
36:38
of years ago. I used to do keywords for people,
36:43
and I came with a set of keywords for a
36:48
speaking coach and one she didn't want to even call
36:54
herself a speaking coach, and that's what she was. And
36:58
she looked at me and she said, well, that's not
37:00
who I am. I said, but it's how people are
37:05
going to look to find you now. And it was
37:13
an uphill battle telling her that this is how people
37:17
are looking for you. What you're looking, what you're looking
37:20
to tell people you are is nothing big. But the
37:24
crickets if you tried this way, we can lead them
37:29
back into what it is that you do and narrow
37:32
you out.
37:34
Speaker 3: Absolutely. I'll share with you. Another situation is one of
37:39
my clients was working on her lead magnet because I
37:43
help people with the marketing process and part of it
37:46
comes with the lead magnet or a gift, the free
37:48
gift that you're going to offer your target audience. Right.
37:52
And she said to me, she says, I'm working on
37:55
this one lead magnet and she told me what the
37:58
topic is. And I said, can you do me a favor,
38:01
Just time out and come up with five different topics
38:05
that you feel your target audience would be interested in,
38:10
And I want you to send it in as a
38:12
poll and say, out of these five different topics, which
38:15
one would you most be interested if you were this
38:18
specific target audience. Right. And so they did the poll
38:22
and she came back to me and she said, Nikki,
38:26
that saved me a ton of time. What ended up
38:30
happening was the lead magnet that she was working on
38:34
was not the topic that people really wanted to see,
38:39
and so now she could focus her time working on
38:44
the lead magnet that people would more be interested in.
38:52
Speaker 1: That makes sense.
38:53
Speaker 3: So it's amazing when you get feedback how much faster
39:02
your marketing process will be because, to tell you the truth,
39:05
trial and error is extremely slow and costly. Because she
39:11
could have finished that lead magnet and realized that nobody
39:14
wanted it and it would have been a dud, So
39:16
she would have had to figure out another topic that
39:18
would work in her marketing strategy. Right. And you know,
39:24
when you have an environment where you can really get
39:28
feedback from people, it makes a huge difference, and it
39:32
totally and it streamlines the marketing process. And as I
39:37
had said earlier, it helps you get a way better
39:40
return on your investment when it comes to marketing. Yeah,
39:46
sometimes what we think our audience wants is not necessarily
39:52
what the what the audience really wants, right right, exactly. Yeah,
40:00
So when I was going to say, when it comes
40:03
to the messaging putting this all together, it's more than
40:07
just your sixty second introduction that you give on a
40:10
networking event or your website or your social media profiles.
40:14
But it's also if you are speaking at an event,
40:20
let's say, to one hundred people, what would you be
40:23
what would you be saying in that during that time?
40:28
Or if you're being interviewed for a podcast or even
40:31
on media. What message are you trying to get across?
40:36
And it's being clear on all the different ways that
40:39
you can be marketing your business, so it could be
40:42
flyed right your strategy? How are you what are you
40:45
going to put in your flyer? You're sure to distribute
40:48
it to the right audience, to the audience you want
40:52
to attract, right right? Right? Yeah?
40:55
Speaker 1: Absolutely? Yeah. So a more personal note, what is your
41:06
ultimate message to those who to those who you're trying
41:11
to attract into your business and your life.
41:15
Speaker 3: For me, my message to my client is really around
41:21
is you know it's interesting. I'm going to answer that
41:24
slightly different. I'm going to answer it with who my
41:27
target audience is. Okay, okay. My target audience ideally is
41:35
somebody who's starting their business and they want to do
41:40
it right the first time. That's my ideal target audience. Okay,
41:45
But the reality is when you're first starting your business
41:51
and you're just getting out there doing the marketing, is
41:55
they think they know everything and they don't need help.
42:00
So my true, my true target audience are people who
42:05
have been in business around two or three years who
42:09
realize they've spent thousands of dollars on marketing strategies and
42:15
activities and it hasn't gotten the results that they really want.
42:21
And it's because one they're either not doing the right
42:25
activity which I to attract that audience, like whether it's
42:31
Facebook ads or you know, social media or whatever it is,
42:34
They're just not doing the right activity to attract them.
42:38
And secondly, their messaging is off. Those are the two
42:42
key reasons, and that is that is who I That's
42:49
my message to people is there is a way to
42:54
help you with your marketing by understanding who you really
42:59
serve and how to improve that message to have people
43:05
attracted to you and come to you naturally to want
43:11
to work with you. Yeah.
43:15
Speaker 1: Yeah, that makes sense. And I'm going to say this
43:20
for a second to our audience. If do you think
43:24
that marketing isn't valuable? And did you think that did
43:29
your message isn't valuable? I want you to think about
43:34
this in your own business. When's the last time you
43:37
were able to travel across North America and visit all
43:41
these wonderful sites that Nikki is visiting and do it
43:47
without worrying about oh am I going to go over
43:50
a budget? Or is this going to happen or is
43:51
that going to happen? All these bad things. Nikki is
43:55
currently on a three months tour around to Canada and
44:02
into the northern US, and she's doing it without worrying
44:10
about the budget and just more worrying about, hey, I
44:14
need to have a couple of days to service my
44:17
clients so that they stay happy. And the fun that
44:21
she's going to have finding great food, great people, and
44:25
lots of fun. So think about that that when you
44:30
think about think about, oh, I don't ne need all
44:33
that marketing stuff. You need the right marketing stuff.
44:38
Speaker 3: Absolutely. Now, I do have people who have come to
44:41
me and said, all of my marketing, all of my
44:45
new clients come from referrals. Okay, come from referrals. There
44:50
will be a day and I've had many companies come
44:53
to me goes, my referrals have dried up. I actually
44:58
have to figure out how to do this market Will
45:01
you help me?
45:02
Speaker 1: Right?
45:04
Speaker 3: So, you know, marketing is around attracting the clients that
45:11
you want to attract, and it's also around growing your audience.
45:17
Speaker 1: Yeah, yeah, the key is audience right.
45:22
Speaker 3: Absolutely, it definitely is the audience. They are the magic
45:26
key for any business. To be successful.
45:31
Speaker 1: Nikki, thank you for taking a few minutes out of
45:34
your wonderful vacation to talk with us and guide us
45:40
on our marketing path.
45:43
Speaker 3: Thank you very much for having me, and we'll see
45:47
you online somewhere.
45:52
Speaker 1: All right. To everybody listening, please find a subscribe button
45:56
wherever it may be, and if you have, I have
46:00
a chance to come across that support buttons tosses own
46:04
support so that we can continue spreading the love and
46:07
the messaging like Nikki has help.
46:11
Speaker 2: Us to.
46:30
Speaker 3: You.
46:34
Speaker 2: I don't know, Dolloway shone action Yes, save me out
47:06
job shows. We can't tri serve way.
47:17
Speaker 3: So.
47:51
Speaker 1: She got to start. The show has been produced by
48:38
Depictions Media. Please contact us at depictions dot media for
48:44
more information.