Latest / Authentic Living / Julia Katsivo shares the marketing secrets to aligning your business with who you are

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Julia Katsivo shares the marketing secrets to aligning your business with who you are · Authentic Living

• 0:01
  Welcome to authentic living with Roxanne, a place where we have conscious conversations
• 0:08
  about things that really matter in our lives.
• 0:12
  And now here's your host, Roxanne Derhodge.
• 0:40
  Hi, everyone.
• 0:40
  It's, Roxanne.
• 0:41
  Thanks for tuning in again.
• 0:43
  This week, I have a colleague.
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  Julia Casivo.
• 0:47
  Hi, Julia.
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  How are you?
• 0:49
  I'm good, Roxanne.
• 0:50
  How are you?
• 0:51
  Julia is, I'm gonna read her background, but she's a business expert and, she's award
• 0:57
  winning social entrepreneur and she has over 21 years of sales and marketing experience.
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  She don't look that old, Julia, to have that kind of experience.
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  She helps new coaches and on other burners refine their niche and tighten up their
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  marketing, which is oftentimes, you know, what a lot of people starting off in business
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  struggles with.
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  They struggle with And I know for, when I was beating my business, that was something that I
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  really needed a lot of help with.
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  She believes it understands understanding one's target market well is the key to marketing
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  strategies that work leading to more sales and more money.
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  Absolutely.
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  I I completely agree with you.
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  Julia and I, I think, Julia, I met you all.
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  It's about 2 years ago now.
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  At Carl's events where you were one of the, speaker coaches at a an event that I was,
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  speaking out with.
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  So we had the privilege to meet then.
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  So nice to see you again.
• 1:54
  Oh, thank you.
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  It's such a pleasure to be here with you.
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  So so, Julia, you know, you hear all these things about, you know, the brand and the
• 2:05
  message and the lane and the, you know, all that stuff.
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  Right?
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  So, You've obviously been doing it for a very long time.
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  So tell me kind of what got you.
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  What I mean, did did you go to business school for this?
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  Is this something that you just kinda had an affinity to, tell me kind of what got you in
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  this particular kind of work.
• 2:25
  Okay.
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  So I migrated to Canada when I was studying And my very first job, that very 1st winter, so,
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  like, just a couple months in was door to door sales.
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  And this was because I came from a country, Kenya, and when you didn't really work until
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  you were eighteen, and, you know, I got to this country and was like, oh, people started
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  working when they were sixteen.
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  So get into something and sales is actually one of the most common jobs that people get into.
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  It's not something that they think about.
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  Nobody wakes up and says I'm gonna be a salesperson.
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  Very few people do that.
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  And I found myself 21 plus years later in sales and marketing roles I love love marketing
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  because it's simply that act of sharing something that you believe in.
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  So I worked for Fortune 500 companies, and then I worked 7 years with a Canada Revenue Agency.
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  And working with, specifically with small businesses, day in and day out, I to see why
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  hundreds of businesses stayed in the black and why hundreds of businesses fail.
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  And also watching my family members or friends, colleagues, people try to start something and
• 3:39
  then fail, try to start something and fail.
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  And they would it off and say, you know, life goes on and they'll go on with their regular
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  jobs.
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  But when they started that business, I could see that passion.
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  Like, I could see the things that they hope to do with those businesses, the kind of life they
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  wanted to build for themselves and for others.
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  And I knew that the the biggest thing that's missing with most people is they know this
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  stuff.
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  They know products.
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  They know their services.
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  They know exactly what they wanna do.
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  But when it comes to the who am I gonna sell to?
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  What am I gonna say?
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  Where am I gonna find them?
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  You know, when it goes to sales and marketing, that's what they don't have a handle on.
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  And that's the reason why they give up shop.
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  So it's not money.
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  It has nothing to do with money or time.
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  It's the lack of skills with sales and marketing, and I have an abundance of that.
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  And I love to work intuitively so that marketing works for you.
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  So it's not that textbook sort of strategy that you got to implement.
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  It doesn't feel right.
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  It doesn't even flow with who you are, and then you wonder why you're not making any money.
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  It's where your people speak to them in the language that they understand, and they will
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  get what you're doing.
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  And then selling that does the act of exchanging money for goods or services then
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  becomes a natural progression to that.
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  So that's my passion for this.
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  I can tell.
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  So, really, I think You're so right.
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  Right?
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  People start doing things because they love what they do.
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  Right?
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  And oftentimes it's kinda like, oh, just give me the clients.
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  Put me on the state stage.
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  You know, and I'm all good, but all the back end stuff is something that I know, like
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  myself, I worked in corporate consulting, I'm a I'm a psychotherapist, you know, until I
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  actually started on actual coaching and practicing and speaking for myself, then I
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  already had to think about, okay, Kwana in the world.
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  Like, I I know why I started doing what I wanted to do, which was to, you know, at age
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  eleven, I thought I liked talking to people.
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  Yeah.
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  I wonder if they could pay me for that, which was going up and turned that to Bigger.
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  They're nobody's gonna pay you for that.
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  Right?
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  You're a doctor, you're a lawyer, you're an engineer, those types of things.
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  And, You know, it's something that I thought, wow.
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  It's it's it was there was a need.
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  You know, obviously with your little friends and you'd hear everybody talking about their
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  conflict not realizing that in fact, you could, you know, eventually go on and be able to help
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  people in that way.
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  So I could see how you you're so right.
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  People kinda like stumble into things because they like something, and then they go, well,
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  what's my market?
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  Right?
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  Like, okay.
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  Who who do I talk to?
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  How do I get anybody to even have a conversation about, what I do?
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  And I I found that overwhelming, and I can tell you, unless I got the right coach, I was I was
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  kinda spinning with the rest of them.
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  That's it.
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  And and that's truly the difference between getting it and not giving up and wasting time
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  and money and making the steps that you're taking the steps that you need that will get
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  you farther further along.
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  It's unfortunate that, I mean, if you come from, like, say, my background, People are
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  getting better about accepting help from coaches, but when you hear business coach, life
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  coach, or anything like that, they exist Okay.
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  What is that?
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  I don't need that.
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  Like, are you kidding me?
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  I can't even mention that to my family and friends.
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  Don't think there's something wrong with me.
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  You need help.
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  We all need help.
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  Yeah.
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  It's so true.
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  Right?
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  So when someone's starting a business, let's talk about what you've seen.
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  I mean, obviously, you've seen every possible.
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  It's you've seen people that are well intentioned.
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  You've seen I'm sure a lot of people work really hard.
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  People fill their days with a lot of things or activities and and they think that it's helping
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  them.
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  But as a marketing strategist, say someone comes to you and Let's say they're new they're
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  new entrepreneur.
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  They're new.
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  They have their product.
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  They have a bit of a background.
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  How do you kind of approach working with them with marketing?
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  Yeah.
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  So I actually have
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  an approach that doesn't go directly into the marketing.
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  The first thing that I do is I help you get really clear about the vision that you have for
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  your life.
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  Yeah.
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  And it has nothing to do with the business side as you've noticed.
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  But, yes, you have to get really clear about the kind of life that you see for yourself or
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  wanna see for yourself and your lifestyle.
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  Because I believe that work should be created around your life and not the other way around.
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  I don't want us to go ahead and put out a strategy you're gonna get your results, and
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  then you look around and notice, oh, but they're going to have time with my children,
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  and they're important to me.
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  Or great.
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  I'll never get married at this rate.
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  I'm married to my job.
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  You know, like, I make sure that it's intuitive because you're going to have hard days, and you
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  need to be able to have a kind of light that's going to motivate you to do what you need to do
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  because you can see what you're working to work.
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  So we start with the personal and then the business vision.
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  And we get real clear on the numbers.
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  So even while I say this, it's not just all inspiration and motivation.
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  I create my marketing plan for myself and for my clients based on our re our revenue goal.
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  So a lot of people will, you know, maybe put out their social media post to go and network
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  and go seek.
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  And all that thinking is I just want one client, or I just want one speaking engagement,
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  But how does that come back to your revenue goal?
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  We gotta start with that.
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  What do you need to bring in?
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  And then how are we going to what what kind of services or products are going to bring in what
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  you need, and then we create the marketing strategy around those products and services.
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  So that everything has a plan so that when you're going out, you know, when you look back,
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  it's not I went to 10 networking events and I just spent money.
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  You know, I didn't really do anything.
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  Well, yeah, we didn't really have a plan.
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  We didn't have that step by step plan that says, The reason I'm going to this networking
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  event is how does it tie back?
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  How does everything look back and look back so that you have that revenue goal that tells you
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  this is what I'm working to work, and this is how I'm going to make it.
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  If I have to sell 13 products, These are the marketing campaigns I have created around these
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  13 products so that at the end of the year, I can see how I met my goal.
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  So I like I like that approach because, you know, obviously, as a female entrepreneur
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  myself, you know, when you're thinking about building your business, if you don't take your
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  your lifestyle into account like your children and what, you know, Some days, you know, you're
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  gonna, you know, we all work late, but then you don't you don't want it to be the norm, right,
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  to say that I, you know, I'm always building my business, are I gonna have 12 hour days until I
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  make, you know, a certain amount of money?
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  You're gonna burn out really, really quickly.
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  So I like the fact that you look kinda look at it and say, how do you see it?
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  How do you see your life?
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  So whether it you know, to take one vacation a year to be able to have maybe only 1 late
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  evening or 2 late evenings, or to be able to flex to be able to have mornings to get my
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  children off, you know, or whatever or to be able to go to baseball practice or hockey
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  games, those types of things, I think that's so valuable because, you know, what I've seen with
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  a lot of entrepreneurs since I've been doing is this is that, their goals and their values
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  might be out of alignment with where the business is going.
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  I don't know if you've heard a lot of people complain about that because now they're like in
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  a different city all the time or they're constantly traveling.
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  They have, you know, young kids or maybe you have tea like, I have a teenager, but I don't
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  wanna be gone very much because it's very important that I'm still involved until he
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  kinda goes off to school.
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  So that I think that I think that's brilliant because sometimes when people hire coaches,
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  they don't think about what outcome they need from that coach in order to help them along?
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  Yes.
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  And and you're just telling me, you're thinking I need help with marketing and I need help with
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  sales and whatnot That's great.
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  Of course, you do.
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  But beyond that, you have a life and you are a person.
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  So how do we make this so that it really does work for you?
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  I'm all about sustainability.
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  I want you profitable, but I want it in a sustainable way.
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  I don't want you in 5 years to look back and think, you know, I I hate that, like, for me to
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  waste some time.
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  Yeah.
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  Yeah.
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  Yeah.
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  So when people, let's say a coach is coming to you and they're starting off and let's say
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  they've, you know, they have this They've have the background.
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  They have the certification.
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  They've done something.
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  W once they kinda are clear, right, like they maybe they say to you, look, I want to be able
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  to take 2 weeks off a year able to replace my income in a and, you know, that I was making
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  before.
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  But I want some I know what I've done is I've done a tiered approach you know, I took from
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  one part of of a business that I wanna get out of and every time I made some more, is that
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  something that you work with people around?
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  Like a tiered approach with, okay, if I if I know I'm doing, say, marketing 3 days a week,
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  but I wanna eventually learn to coach or you have coaching or business, do you kind of work
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  with them to say, okay.
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  If you're making 60,000 over here, and you start to, you know, your goal is to make 30,000
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  over here that you you kinda work with them, like, on a money perspective to be able to do
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  that in a, in a, in a certain way.
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  Yeah.
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  So we do take that into consideration.
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  What are your income sources?
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  If you have something else, for example, if you need $90,000 for the year, and this is based on
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  your personal and your business expenses together.
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  So this means that that's the least not how much you need to bring in.
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  Anything above that is awesome.
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  But at the very least, we need to plan for your personal and your business expenses for the
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  year.
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  So if you have something, and let's just assume it's 90,000, and let's say you have a source
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  bringing in 60, then we're just going to plan for that $30,000.
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  And if you say something like I wanna take 2 2 weeks off, for vacation.
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  I wanna take all my children's birthdays off.
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  I wanna take my own birthday off.
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  Well, we also break things down to the day level.
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  So I'll give you an example.
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  For the month of March, I am working 24 days.
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  And this includes 4 days off And it includes 2 new days just in case, something happens that I
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  can't work, but that's what it boils down to.
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  And what I do is I helped you really get realistic.
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  You know, people get very excited.
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  They're like, oh, I want the whole month of August off in 2 months in December.
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  In 2 weeks in December.
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  And I'm like, k.
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  That's great.
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  That's those are 6 weeks, and that's fine.
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  As long as you're willing to do the work for the rest of the day, and we look at the number
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  of days that you have to work.
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  So even if it's 3 days a week, let's say that you're working on your marketing, or anything
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  else, well, we say that 3 days out of, you know, every week for 12 months, or is it and
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  then work based on what really candidly do you have to work with, and that's what we work
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  with.
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  And I like that.
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  That's very tactical, right, versus, you know, I'm all, you know, because I'm not microscopic.
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  So the help that I've gotten has helped me to break things down.
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  Right?
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  You know, if it's x amount per events to know that, okay.
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  You're gonna this is what you're targeting, but then break it down, like, you know, what, like
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  you said, once you start to look at the revenue, goals that you have, then you break it
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  down into months, then probably into weeks, in 2 days, or even down into a an hourly rate so
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  that you know if you're working for 24 days, those other 7 have to be paid for within that
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  24, day period in that month.
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  Yes.
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  Exactly.
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  So you still have your goal.
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  So your revenue goal for the year, you break it down and you say, well, based on activities or
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  whatever the case may be, what am I bringing in?
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  What what do I have to bring in?
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  So you still have
• 15:57
  to work within that.
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  And even today you mentioned events, it's also knowing that, what's the plan after the event
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  to make sure that we're still capitalizing on that and bringing on board the clients who may
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  be at that time when not ready or when a different stage of the client buying cycle.
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  And what what do we have in place to make sure that, you know, every single activity has has
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  its rewards way down the line that they're not just isolated things that you do because
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  everything that you do takes energy and time away from you.
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  So it might as well have, you know, amazing results even down the line.
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  So I'm always careful about that as well.
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  I love using and using to the fullest what people have and what they've done and what
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  they're going to do so that it's not something thing where you feel like you're starting again
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  every single time.
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  You know, I'm doing one thing, like you said.
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  Right?
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  So once they've kind of come up with a concept, you kinda know what kind of lifestyle they they
• 16:59
  want.
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  You kinda started to work with them and that, then you're seeing what what are their skills,
• 17:04
  what are their resources, what are their strengths, you're you're building that in And
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  at some point, you you're gonna come up with a brand.
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  Do they work through that with you, Julia, like, the actual brands?
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  Is that
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  Yeah.
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  Yes.
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  So the what we come up with, informs the brand, and it informs, the image and it informs the
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  message and the language and it informs the person's personal brand, but also the business
• 17:31
  brand moving forward.
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  Yeah.
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  So all of so the branding, all of that good stuff, even processes or systems, is, natural.
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  I'd say it naturally emerges as we get very clear about what it is that we're going to be
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  doing and how we're going to be doing it.
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  And the one part I did mention is that a huge part of starting to work with people is
• 17:55
  actually based on mindset work.
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  It doesn't matter if the most ambitious person comes to me.
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  There are always these thoughts and these feelings that stopped them from going ahead,
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  and that's why they came.
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  Right?
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  Like, they got stuck somewhere.
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  So there's a huge ton of mindset work that takes place because we don't really talk about
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  this as entrepreneurs, but this is such a growth journey.
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  It's all about pushing to your boundaries, coming face to face with your, shadow self.
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  It's all about just overcoming yourself over and over as you go out into the marketplace,
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  and you have to do that at the same time.
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  It's, you know, is that it's and mindset is such a big thing.
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  Right?
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  Like, you because, you know, I'm sure a lot of people that are coming to you have done a lot.
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  And I know when myself, it's kinda like, alright.
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  Well, now I am speaking.
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  Okay.
• 18:48
  Okay.
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  And you'd kinda think, okay, how am I gonna do that?
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  You know, who's gonna listen?
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  What's my, you know, all that stuff you start to get to?
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  There's, you know, experts out there already doing it.
• 18:58
  You know, and then you kind of what what you do, and I'm sure you hear this, people at
• 19:03
  different stages take the guy that's been doing it 20 years or 30 years and they start to
• 19:07
  compare and say, well, that person does this or, you know, they seem to be out and about a
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  lot and that comparison game and times can be a very crippling.
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  Yeah.
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  And social media, well, it's awesome and awesome tool to let people know who you are and
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  what you're about.
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  Is also just the biggest demon in that space of making you feel like, I mean, all you're doing
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  is maybe even you're taking a break because you're frustrated with your own effort And you
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  go on social media and you're like, oh, great.
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  She's speaking again.
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  You know?
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  Yeah.
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  For sure.
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  Because I think it's it's when what if anything, what I found has found most helpful
• 19:46
  with my coach that I use, is what does that fit the brand?
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  You know, isn't in line with what you're gonna do and do one thing at a time.
• 19:56
  And because, of course, I, you know, I'm like everybody else, you know, it's squarely in the
• 20:00
  headlights and I'm going another way and I'm gone off and done something else.
• 20:04
  And she'll come back to me and say, I don't know if you should have done that, but how's
• 20:10
  that gonna help where you wanna go?
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  And I think that's a I do that with my coaching clients and my clinical clients.
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  And then when it's coming back up to you, you kinda go, oh, I guess it it that was a lot of
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  work, but you're right.
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  It really didn't get me where I would need it to go.
• 20:23
  So I think it's so key once you kinda look at, like you said, your endpoints and then once you
• 20:30
  have your brand to figure out, okay, what is it that I wanna do?
• 20:32
  Like, you know, how do I see myself 24 months from now like you said, 5 years from now, what
• 20:38
  am I gonna receive?
• 20:39
  And how and you can't do it all.
• 20:41
  You can't do every marketing piece.
• 20:44
  You can't do every seminar.
• 20:46
  You can't do every speaking event.
• 20:47
  You just have to pick one thing to focus on a bit at a time.
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  So you gotta love technology.
• 21:18
  You froze up a little bit, and I think of yours.
• 21:21
  Okay.
• 21:21
  No problem.
• 21:22
  So, so, really, when when when someone, like, with me, I just had to be directed to to figure
• 21:30
  out where I was in business, you know, kind of would you say those stages to business and what
• 21:36
  you do when you and how you do it.
• 21:38
  And and at one point, let's say if I'm a beginner, if I'm in the middle of the road or
• 21:42
  if I'm seasoned, are there different stages you would say to to how you market to the to to to
• 21:49
  to your audience.
• 21:50
  Yeah.
• 21:50
  So
• 21:54
  So in marketing, we have it's called the client buying journey.
• 21:59
  Right?
• 21:59
  And this is the journey that one takes from interest to purchase.
• 22:03
  And people are in different they're in different stages of that journey, and this even
• 22:09
  just with someone making a decision food when they say, I'm hungry, but that's awareness.
• 22:14
  That's awareness that there is a problem or that there is a need.
• 22:18
  And then the next thing is the consideration stage, and that's when someone wants to think
• 22:24
  about their options.
• 22:25
  That's when they open the fridge, and they ask another family member or a friend, what you
• 22:30
  feel, eating, and sometimes they'll even narrate what they feel like cooking.
• 22:35
  And then they'll say, you know, you have lots of rice.
• 22:37
  That's it.
• 22:38
  And those are your options.
• 22:40
  And then the last stage is the decision stage, which is the purchase stage, and that's when
• 22:44
  something is agreed upon.
• 22:45
  Where it's like, you know what?
• 22:46
  I'll just warm up the the past decision stage.
• 22:52
  So even when it's important to put out content, that that talks to the target market bearing in
• 23:00
  mind.
• 23:01
  So in the awareness stage, you're just educating people.
• 23:06
  And considerations, which you're really focusing on is showing what's different about.
• 23:11
  And in the purchase stage, you're just making it as very simple and very clear as possible
• 23:16
  for someone to make a purchase.
• 23:17
  So this is when people go on, let's say, a website, and the button is very clear of
• 23:23
  purchase.
• 23:24
  And when we are with clients or when I am speaking with them, of what stage they're at.
• 23:32
  So even when they come to me, now in the beginning, this is what I say, oh, your
• 23:36
  journey.
• 23:37
  Your only first client is to go out there and start selling.
• 23:41
  That's it.
• 23:42
  And the most difficult part because people say, I don't wanna say the wrong thing.
• 23:46
  I don't wanna look.
• 23:47
  Yeah.
• 23:47
  Yeah.
• 23:47
  You're gonna have to.
• 23:48
  You're going to have to.
• 23:49
  You're at the beginning stage.
• 23:51
  This is the stage where we make all the mistakes.
• 23:53
  This is where you learn what works for you.
• 23:56
  And this is where you get the information you need so that you can get your products and
• 24:01
  services let's say you're you're not going in.
• 24:03
  I think that's already been created for you.
• 24:06
  This is what you need so that you can start so that it can be a better person.
• 24:11
  So that's how it starts.
• 24:12
  So at the very beginning, I'm all about go out and selling.
• 24:16
  You know, what people are saying?
• 24:18
  Take that feedback.
• 24:19
  Don't take it personally and use that as an opportunity to consider, you know, what do I
• 24:25
  need to do next, or where do I need to go?
• 24:27
  So that's not the big game.
• 24:28
  And then we need to start getting clever in Asia.
• 24:31
  And this is, you know, towards the group.
• 24:34
  It's just really honing in and really zooming in a matter of Well, maybe you'll have to
• 24:39
  client type.
• 24:41
  We really love the idea of going for that one person.
• 24:45
  Your messaging is clear.
• 24:46
  It's direct.
• 24:47
  Anybody who looks at what it is that you're doing immediately knows what you're talking
• 24:51
  about or if it's for them.
• 24:52
  If it's not for them, at least they know who you're she's speaking to so that they can
• 24:57
  think, oh, you know, I need to get my niece on that, or I should forward this to my, uncle.
• 25:03
  He needs see this, whatever that case may be.
• 25:05
  So this is where you really just go deep on what is it that my first and launch, and then
• 25:10
  you give it to them at all the different levels.
• 25:12
  So we start with the first level where they are invested in you, but not that much because they
• 25:17
  don't know you yet like that, and they don't really trust you yet.
• 25:21
  Just going really deep and deep and making sure that you always have something that's going to
• 25:26
  help them, that is of value to them, and that keeps them as your clients for as long as
• 25:30
  possible.
• 25:31
  So we really work on the client you like faster because your best clients are going to be those
• 25:36
  repeat clients, not the new ones, and your lease costs are going to be with people who
• 25:40
  have already purchased from you, not the new ones, and your best referrals, and your best
• 25:46
  accolades are going to come from people who get to work with you and get to really see your
• 25:51
  good stuff and really work with you on that.
• 25:54
  So that's important to me, and I'm always looking at, you know, where do we what what
• 25:59
  where are we and what do we need to focus on?
• 26:01
  So immediately, I always say pick a niche, but let's not just go deep immediately because you
• 26:07
  don't know your people.
• 26:08
  You don't know what they want.
• 26:09
  You really don't.
• 26:10
  You think you do, but you don't.
• 26:12
  You know what you think they want.
• 26:14
  So we have to go out and just sell and just switch yourself.
• 26:17
  So even if it's someone's a speaker, Put yourself on as many stages as possible and just
• 26:22
  give yourself a timeline and say, you know what?
• 26:24
  For the next 8 months, I'm just going to go hard and speak everywhere.
• 26:29
  And then I am going to look and review all my speaking engagements.
• 26:34
  What's self good?
• 26:35
  What didn't feel good?
• 26:36
  What led more of what I want, what to definitely doesn't work for me and start to
• 26:41
  make a more defined plan based on actual
• 26:45
  experience.
• 26:47
  Yeah.
• 26:47
  That's great advice because initially people don't know you.
• 26:50
  The market doesn't know you.
• 26:52
  Right?
• 26:53
  You're you're you're basically you're going out and you're just you know, you're getting to
• 26:56
  know people.
• 26:57
  People are getting to know you.
• 26:58
  Like, what what, yeah, what's she about?
• 27:01
  She seems okay.
• 27:02
  She's, you know, she's done this.
• 27:03
  She's done that.
• 27:04
  I don't know what, you know, and then, like, you're right.
• 27:06
  And before you know it, like you said, if you go on and you just get on stages or, you know,
• 27:10
  you get on, you know, you start coaching people, and then eventually it kind of guides
• 27:15
  you based on, you know, what what you, first of all, like to do, but also who's coming to you
• 27:20
  and then it helps you define that that niche even more.
• 27:24
  Yes.
• 27:24
  And a really good indicator of where you are and how you're doing are the people who come to
• 27:29
  you.
• 27:30
  And this is really hard to understand because people take things personally.
• 27:33
  They'll say, oh, so I had these clients, and they barely showed up for their coaching calls.
• 27:38
  Or they just they really bugged me, and they paid the least amount in fact.
• 27:43
  I gave them discounts upon discounts, and some of them pretty much free.
• 27:47
  And they're the ones who just bug me constant key over everything, and that sort of thing.
• 27:52
  Well, that's an invitation to look at yourself.
• 27:54
  You are showing up in that way to the world.
• 27:58
  And you are always going to attract at the level that you are at.
• 28:02
  So if you yourself, let's say, are trying to help other people.
• 28:06
  You're trying to coach people.
• 28:07
  You're trying to help them even speak, learn to speak, or whatever the case may be.
• 28:11
  But you or yourself will not invest in that, then how are you going to help the ones that
• 28:16
  you need to overcome their objections when they look at you and they wonder, is this something
• 28:20
  that I should've invested?
• 28:22
  You don't have the experience of investing in something bigger than you so that you can get
• 28:26
  better results.
• 28:27
  So how will you communicate back to the people coming to you you want?
• 28:31
  And instead, the same way you go out and you get the free product and the and the trials and
• 28:36
  this and that, you're going to get that.
• 28:37
  You're going to get people who come to you, and they'll say, Well, I'm here because you have a
• 28:41
  $1 promotion and then immediately have to be easy even though they were extremely excited
• 28:45
  and happy.
• 28:46
  So it's always a good indication to look at your client base and then ask yourself, do I
• 28:51
  want more of this?
• 28:52
  If not, what would then be do I need to change?
• 28:55
  What do I need to look at and really look at and change so that I can start attracting more
• 29:00
  of what I want.
• 29:03
  I love that.
• 29:04
  That is so true, you know, because if you're if you're not at, like, I think of my path and
• 29:09
  what I've invest and I've I've, like, you know, I've coached with so many people in different
• 29:14
  arenas, the speaking, the business, you know, the social, all that different stuff because
• 29:20
  you know, you kinda see the people that have done it, you know, that that that have the
• 29:25
  brands and you see their websites or you see them on stage or whatever.
• 29:28
  And then you realize this has been a lot of work.
• 29:32
  It's not it takes a lot to be able to get there, but it's you're you're so right when
• 29:36
  you're saying it takes time.
• 29:38
  You have to learn and whatever you're projecting out there in the world.
• 29:41
  That's truly what you you're gonna get back.
• 29:44
  So that's very, very important.
• 29:47
  Now can we talk a little bit about social?
• 29:49
  Because I know probably people listening.
• 29:51
  They're like, oh my god.
• 29:51
  Don't I have to, you know, I have to be on every platform, and I have to you know, so how
• 29:55
  do you kind of work with people again to decide with marketing pieces?
• 30:00
  You know, let's say, I don't know.
• 30:05
  I don't know where my market lives.
• 30:08
  I'm hoping to find that out.
• 30:10
  And how how do you kind of work with people again to figure that out?
• 30:15
  And do you or do you tell them to go on all social platforms?
• 30:18
  Oh, no.
• 30:19
  Oh my goodness.
• 30:21
  Oh, but that that that that, no.
• 30:24
  Because social media as with any other thing is a skill.
• 30:29
  So when you say go out on all the social media platforms, you're asking people to learn
• 30:34
  multiple skill levels at the same time, and that's exhausting.
• 30:38
  And then you're going to wonder why they didn't work on other things like picking up the phone
• 30:41
  and calling and asking for business.
• 30:43
  Absolutely not.
• 30:45
  So the first thing that we do is, yes, we get paid on your life and on your business.
• 30:48
  So that's the vision part.
• 30:50
  And then we get paid on your ideal client.
• 30:52
  Exactly who is this person.
• 30:54
  What does he or she want?
• 30:56
  What are they looking for?
• 30:57
  What do they need?
• 30:59
  What do they want right Now what is it that we can tell them right now, this way to make them
• 31:04
  just sit up or listen or say, You are speaking to me, or were you in my prayers last night or,
• 31:11
  you know, like, how?
• 31:13
  How did you know?
• 31:14
  We want that reaction from people.
• 31:16
  How did you know that that's what I need?
• 31:19
  Or that's interesting.
• 31:20
  Let me look for more information.
• 31:22
  That's what we want.
• 31:23
  Now the thing about social media is you just have to figure out, and this is easy once you
• 31:29
  know who your ideal client is, where they go.
• 31:32
  So as an example, I've written for, and I've been featured on forbes.com.
• 31:37
  And the reason for that is this.
• 31:39
  It's not credibility, and it's not because it makes me feel good or look good.
• 31:45
  It seems like for you have to go lay your people are.
• 31:50
  So and the same way.
• 31:53
  Mhmm.
• 31:54
  So on Forbes, how did sorry.
• 31:56
  How did you get there?
• 31:56
  How did you get on the Forbes platform?
• 32:00
  I got on the Forbes platform because of articles that I had written for other places.
• 32:05
  So it's playing the long game.
• 32:07
  And it would be the same as people who maybe want that really big stage.
• 32:11
  And and and they go directly to the organizer, and they're like, you need to pick me.
• 32:15
  No.
• 32:16
  You've got to give stuff that people can use and judge by and then decide whether you will
• 32:22
  be a good fit for them.
• 32:23
  So I was writing the kind of stuff that would be published on Forbes for other public
• 32:28
  publications, just maintaining that standard because I also knew that my people were reading
• 32:33
  those other publications, but also that I wanted to be on bigger platforms.
• 32:38
  Let's say as an example for now, I have clients who are just in with the idea of doing Facebook
• 32:46
  live, but the truth is, you know, I always have to bring them back to the the fact that their
• 32:51
  ideal client is never ever ever going to spend time on Facebook watching a Facebook life.
• 32:57
  You know?
• 32:58
  Like, for some people, that's just the reality.
• 33:00
  And I get it.
• 33:01
  It looks good and you wanna be a month's in number and you wanna look like you're
• 33:04
  everywhere and that you're doing everything, I get it.
• 33:07
  But if that's not for you, then I'd rather that we pick what is for you.
• 33:12
  For some people, their people are more likely to be on YouTube videos.
• 33:16
  Now the reason I do videos is because I enjoy speaking and on stages or cameras or whatnot,
• 33:23
  but my default setting, and I really love writing.
• 33:27
  And I read more often than I will watch something, and I know that about my people too.
• 33:31
  So I do a lot more writing than I do videos, and it's not because I don't believe in the
• 33:36
  power of videos.
• 33:37
  In fact, statistics tell me every day how I'm missing out on opportunities by doing more
• 33:44
  writing and less videos.
• 33:45
  I don't care.
• 33:46
  I only care about my people.
• 33:48
  Where are they?
• 33:49
  What do they need?
• 33:50
  What do they need to hear from me?
• 33:51
  And the only way that I can put out as much content as I do is if I do it because I enjoy
• 33:56
  it, and I love it.
• 33:58
  Now you'll find, see someone like me, I am one Instagram.
• 34:01
  I am.
• 34:01
  I I just closed my Twitter account, but I was also on Twitter.
• 34:06
  I was also I'm also on Facebook, on LinkedIn, on YouTube.
• 34:10
  I'm very active on all those social fronts.
• 34:12
  As well as speaking publicly and also holding my own events, including a conference.
• 34:19
  But this is not for everyone.
• 34:22
  If this was not me and if it was not what?
• 34:25
  So the same way I say, you know, what what are your strengths and all of that good stuff if
• 34:30
  this was not me and if this was something that I could do, I wouldn't do it.
• 34:34
  I wouldn't do it.
• 34:35
  I just wouldn't.
• 34:36
  It's not sustainable.
• 34:38
  But it is sustainable for me, and it is something that I love to do.
• 34:43
  And I worked out my whole marketing strategy based on that.
• 34:46
  And so, again, it's that.
• 34:48
  It's where are your people?
• 34:49
  Where are your people?
• 34:51
  And if you have a capacity, maybe you love social media technology, like me, then, yeah,
• 34:58
  go ahead and do what you need to do.
• 35:00
  But there's also a learning curve.
• 35:02
  I started out with Twitter, and I hated it.
• 35:04
  I was so frustrated, and I talked to myself for years even on Facebook before I gained any kind
• 35:10
  of traction.
• 35:11
  You know?
• 35:11
  So sometimes people say, oh, you get to do this and that I'm like, yeah, if you're willing to
• 35:16
  really make public mistakes and just, you know, and write horrible articles that nobody will
• 35:22
  ever read until you get it, you know, if you're willing to do that to yourself, yes.
• 35:28
  Yes.
• 35:28
  You will get to the place where these things come with ease.
• 35:31
  But at the beginning, for a long time, 4 or 5 years, I was making public mistakes.
• 35:38
  I was writing horrible articles with too long, you know, like, essays, you know, the grammar,
• 35:43
  just try to figure out the grammar from I mean, it's English, but it's different how we're
• 35:48
  taught in Kenya and then again in Canada and also figuring out your market.
• 35:53
  And and for, you know, social media, what can you say?
• 35:55
  What can you say?
• 35:57
  Who's, you know, figuring it all out?
• 35:59
  You also have to know what the price is.
• 36:02
  To get to where you wanna be.
• 36:04
  But I think, you know, going to back to your point, like I like you, I like video.
• 36:08
  I'm I'm I write, but I if I had to get in front of a camera or right, I would get in front of a
• 36:13
  camera first.
• 36:14
  So hence, the podcast, which has worked really well for me.
• 36:17
  But, I mean, I also do right, but if I would have to sit down and write as much because
• 36:21
  obviously you love it, it would be I would have to make myself do it.
• 36:26
  But for the video, it's no big deal.
• 36:27
  I think with what are three points I'm gonna talk about today?
• 36:30
  I'm gonna talk about something happened.
• 36:32
  You know, 3 bullet points and and a call to action, and I'm done.
• 36:35
  No biggie because I'm so accustomed to speaking.
• 36:38
  Yeah.
• 36:38
  But if, you know, if I have to write an article, I will have to kinda shut down, think
• 36:42
  more, you know, and I I haven't made as much mistakes, because I haven't written as much
• 36:47
  articles.
• 36:47
  To different publications, but you're so right.
• 36:50
  You will have to be willing to say, oh, boy, was that bad?
• 36:53
  Oh, I think that was bad.
• 36:55
  And then you think, oh, and then you go back and then you realize, well, I got better just
• 36:59
  because I just got more comfortable.
• 37:01
  And what do people wanna see?
• 37:03
  And and as a marketer, I and I'm sure you can tell me this, but what I've learned is be
• 37:08
  yourself.
• 37:10
  Be who you are.
• 37:11
  Don't try to be Julia.
• 37:13
  Don't try to be Roxanne or whoever and that's what people want to see.
• 37:16
  They don't want to see you polish a certain way or they wanna see who you are day to day.
• 37:21
  They wanna see you in your real kind of realm because once they trust you, you know, you'll
• 37:26
  like you eventually, and they know what you're all about.
• 37:29
  They're gonna eventually, if they wanna deal with you, they're gonna they're gonna buy it
• 37:33
  from you.
• 37:34
  Yeah.
• 37:34
  People want humans.
• 37:35
  Yes.
• 37:36
  Absolutely.
• 37:37
  Absolutely.
• 37:38
  They want humans.
• 37:38
  And, yeah, just because you are skilled at some It doesn't mean to kill that late.
• 37:44
  You know?
• 37:44
  Like, I'm not saying show up a hot mess, but just be yourself, be be just really work on
• 37:51
  being work on the confidence part, the inner confidence part, because the more you put
• 37:56
  yourself out there and in marketing, it's all about putting yourself out there in a big way.
• 38:01
  The more you do that, the more that all these things crop up, let's say you're not good
• 38:05
  enough, you're not polished enough, who will fight from you, cares about what you day.
• 38:09
  Look at the way you look.
• 38:11
  You're not pretty.
• 38:12
  You're not skinny.
• 38:13
  Whatever.
• 38:17
  Just really get comfortable with yourself so that the only thing that matters is the words
• 38:21
  that come out of your most.
• 38:23
  You know, and and that's once you get over that hump, then you realize I can't be anything but
• 38:30
  myself, really, and feel comfortable.
• 38:32
  And I think once you get there, you kinda go, oh, It couldn't have been that simple all along
• 38:36
  because you're thinking, like, talking again about mindset.
• 38:39
  You were so much in your head.
• 38:40
  And then you thought, oh, well, I have to do it this way or I have to look like this or and
• 38:44
  then you kinda look back and I look back at some of my earlier videos and I'm like, oh my
• 38:48
  god.
• 38:48
  I should just I should have just taken a breath and just had fun.
• 38:51
  Right?
• 38:52
  Because the more you get relaxed, then the true essence of who you are comes out.
• 38:56
  And then then people go, oh, I like what you when you said blah blah blah and I think, oh,
• 39:00
  you like that?
• 39:00
  That's kinda how I talk and people get to know you.
• 39:03
  Right?
• 39:03
  The people that are close to you say, oh, yeah.
• 39:05
  I listen to that and you so say that all the time.
• 39:08
  Because people get get it when you're trying to be on stage.
• 39:11
  You know what I mean?
• 39:12
  What UCN, worst speaker, you get it to be on stage, you know, if you're trying to be
• 39:17
  something you're not, the audience reads it within seconds, and then they disconnect.
• 39:23
  They do.
• 39:24
  And you yourself bring in a wrong kind of energy.
• 39:27
  Like, I know for the very beginning, I decided to just be at ease with the way that I would
• 39:32
  set up my background where even the space that I was in for the videos because I thought I
• 39:38
  left the cubicle.
• 39:39
  Why would I want to come repeat?
• 39:42
  So true.
• 39:43
  So true.
• 39:43
  Yeah.
• 39:44
  Absolutely.
• 39:45
  Well, Julia, this is, I I think we could talk for a very long time.
• 39:49
  I've, I've learned so many things.
• 39:50
  If anything more so, just the importance of, again, you know, my coach says what's your
• 39:57
  lane?
• 39:58
  You know, basically what's your brand.
• 40:00
  And when when you kinda when it's you, there's no effort, and and you've reinforced that yet
• 40:06
  again, so so well because, you know, as entrepreneurs, you're always trying to think
• 40:12
  about, you know, am I, you know, am I going the right way?
• 40:15
  And we all pivot.
• 40:15
  We all have to pivot, right, periodically, but it's nice to know, that you're out there
• 40:21
  helping entrepreneurs and coaches find that because I know a lot of people flail around for
• 40:26
  a long time thinking they can do it all.
• 40:28
  And then they realize, boy, I need a coach.
• 40:30
  I need I need somebody that knows this stuff.
• 40:33
  So I know you have something coming up that, it's quite extraordinary.
• 40:38
  So why don't you tell the listeners, about the event that you have coming up?
• 40:41
  And, you know, if they love what they hear that we've been talking about, I'm sure people would
• 40:45
  be, willing to come and it's in Toronto.
• 40:48
  Correct?
• 40:49
  Yes.
• 40:50
  It is.
• 40:51
  It is.
• 40:51
  So I love, love, love events.
• 40:53
  I love creating events.
• 40:55
  I love bringing people together.
• 40:56
  That's just that's just me.
• 40:58
  And so we have a full day event on Saturday, April 27th here in Toronto, Canada.
• 41:04
  And the reason for this event is so that people can come in.
• 41:07
  It's a very inclusive, very intimate, very small group of dreamers and entrepreneurs so
• 41:12
  that they can get the first thing is clarity over their vision.
• 41:16
  And I walk you through that in a very introspective spectacular way that just makes
• 41:21
  sense to you.
• 41:22
  And then we create a marketing plan and we figure out your strategy for the rest of the
• 41:27
  year.
• 41:28
  I also do a heavy piece on the mindset because you're going to be coming in with all the
• 41:33
  things that have stopped you from progressing, and we're going to, like, just put, you know,
• 41:38
  we're just gonna chop them all up.
• 41:39
  And I'm going to give you the perspective that you need so that you can see that you're okay
• 41:45
  and you're going to be okay.
• 41:46
  You just need to have a plan.
• 41:48
  So you're going to walk out with a plan.
• 41:49
  It says integrate group of people.
• 41:52
  I love the people who come in because they're powerhouses, but they're also willing to be
• 41:56
  vulnerable so that they can learn and connect with each other.
• 42:00
  And this is something that I'm passionate about because, you know, a lot of, what we do, we do
• 42:05
  in isolation.
• 42:06
  So even if you go to networking groups, so you go conferences or things like that, you're sort
• 42:11
  of in a role.
• 42:12
  It's like, I am an insurance agent where, you know, I am a financial adviser.
• 42:16
  You're in a role.
• 42:17
  But what I like about my event is that you come as you are.
• 42:21
  You are a human being first.
• 42:23
  You are a female.
• 42:25
  I predominantly work with females, and I've been moving more into that year over the last
• 42:29
  little while.
• 42:30
  You're coming in and you just happen to have a business or a business idea that you need help
• 42:36
  with.
• 42:36
  And that's where I I give you the community, and I give you the foolproof plan and I give
• 42:41
  you the real world strategy so that you're not taking information and putting it on a shelf
• 42:45
  when we're done, that you're going to be excited to go home and carry it out.
• 42:50
  It's Saturday, April 27th, and the link is, you know, bitlybit.ly.
• 43:01
  April, event 19, capital a, April, capital, e, events, 19.
• 43:08
  Maybe we can add that.
• 43:09
  Sure.
• 43:10
  Absolutely.
• 43:10
  If you we can add this, to the podcast.
• 43:13
  So, absolutely, we'll make sure that we we will have a link at the bottom so that people can
• 43:18
  just click on and, go directly to the events.
• 43:21
  And I hope that people, yeah, people can actually go out and I'll see what my schedule's
• 43:27
  like, Julie, if I'm available, I'd love to come and, see what your events are like.
• 43:31
  I've I ran 1, just this year, year, in June, sorry, last year.
• 43:37
  And I really respect people that do events because it's a lot of work it was fantastic and
• 43:43
  but it's, you know, if to get to be able to put it all together, it takes a lot, to be able to
• 43:49
  do that.
• 43:49
  And I know that you do them all the time.
• 43:51
  So Well, everyone, I it's it would, you know, be a a nice day to be to spend around other
• 44:00
  people that are doing the same things or having the same questions or the same doubts or the
• 44:05
  same kind of, you know, kind of growing pains as you would, and it's oftentimes a place to
• 44:10
  meet other, female entrepreneurs, that have the same, life stage issues as we all do and
• 44:17
  juggling at all and and, trying to, take care of everybody in our lives.
• 44:22
  So, Julia, this has been fantastic.
• 44:24
  And if anything, again, you know, go back to the whole concept of being connected to you.
• 44:29
  What I liked that, Julia did so lovely, at the beginning is talk about alignment with, where
• 44:36
  you are.
• 44:37
  So, you know, creating something that does not fit into who you are, what you believe or your
• 44:42
  value, yeah, you might you might get to success, but success at whose terms.
• 44:47
  And I often say that if you're authentic and you're connected, you can't go wrong because
• 44:52
  you're you're creating it for yourself.
• 44:54
  So, again, lovely guest today that shares a lot.
• 44:58
  If you're wanting more information on me, you can go to Roxanne.
• 45:03
  And, if you're wanting any, speaking engagements, on mental health and wellness
• 45:09
  around the elements of authenticity, I can be there.
• 45:12
  So thanks again, Julia, and we'll talk to you soon.
• 45:15
  Take care.
• 45:16
  Thank you.
• 45:18
  Thanks for tuning in to authentic living with Roxanne creating the space for positive,
• 45:23
  healthy change.
• 45:24
  Roxanne is a keynote speaker, psychotherapist, and coach to work with Roxanne, visit Roxanne
• 45:31
  dirhaj.com/blueprint.
• 45:35
  We'll see you next time on authentic living with Roxanne.