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Developing Confidence in Marketing with Carrie Wallis · The One Small Change Podcast

0:00
Welcome to the One Small Change, and I am thrilled
0:04
again to embark with you on this journey and exploration. I'm
0:08
your host, Yvonne McCoy, and I bring almost 30 years of entrepreneurial
0:12
experience and passion for discovering growth through the power
0:16
of seemingly small change. And I wanna thank you for taking your
0:19
time and joining me today on this entrepreneurial
0:23
journey. And this week, we're gonna be talking
0:27
with Carrie Wallace. And I wanna tell you, first of
0:30
all, I wanna tell you that this woman got up before 6
0:34
o'clock in the morning to be here with us
0:37
today so that we could share some information from her,
0:41
which is gonna be amazing, and it's gonna be worth it. And
0:45
so I hope that you will take what she has to say to heart.
0:49
And Carrie and I also shared another experience that we'll talk about later,
0:53
but with the, we're both on the Voices of Women
0:57
and, which is, Carrie, remind
1:00
me. What it's the national day women's day. Right?
1:04
International women's day. Yes. And there were, like, almost 300 women
1:08
speakers on that that event. So we will talk about that a little bit
1:11
more. So, Carrie, welcome, and, again, thank you
1:15
so much for giving up your sleep to be here today with
1:19
us. So tell us a little bit about what you do and what was the
1:23
small change that got you started and on what you're doing.
1:26
Beautiful. Thank you, Yvonne. Well, first of all, I would just like to thank you
1:30
for having me on this amazing podcast. I love your energy. I
1:34
know we've connected for a few times over the last few months,
1:37
and it's always a joy to speak with you and to hear your
1:41
thoughts as well. So coaches,
1:46
healers, counselors, hire
1:50
me to help
1:53
them craft a message that's gonna resonate
1:57
with their audience, engage their audience, and make
2:01
sales. Because I've discovered over the years that many, many
2:04
gifted professionals actually fear marketing
2:08
because they're unsure how to connect with their ideal
2:12
clients in a way that leads to sales. Bottom line, they
2:16
build a list of buyers when working with me and close over 50%
2:19
of sales calls guaranteed. So that's what I do.
2:24
And a small change, although it wasn't actually so
2:27
small, that made a massive difference and
2:30
massive impact in my life, was way back when
2:34
my children were really tiny and my business was
2:38
just getting started and I didn't really know the direction I
2:41
wanted to go in. And my husband was diagnosed with cancer.
2:46
Not so small a change. Uh-huh. And 1
2:50
year later, one ridiculously short
2:53
year later, he died. And it
2:57
was being Sorry. Left without out an inheritance
3:02
with 2 small children. A business that was generating
3:06
a very sporadic £2,000
3:11
Not even every month. I won't even say every other month. It
3:15
really was sporadic. It was being left in that
3:19
situation completely bereft, numb. I really
3:23
there were days where I couldn't even tell you if the sun rose. It was
3:27
just it was a
3:31
difficult time. And it was through that
3:34
experience and realising
3:38
I need to do something pretty quickly, or we're gonna
3:42
lose our house. And my children not only would have lost their father,
3:46
but we'd have lost our home as well, that I realized I
3:50
had to turn my business around. And I had to do it
3:53
fast. It was the impact of that
3:57
realisation that led me to
4:00
really diving into marketing, what marketing really was,
4:05
and how I could market a service, my service,
4:09
in a way that was consistent and would bring clients to my
4:13
business consistently. And that's what I
4:16
did. I studied a gazillion marketing courses. I had
4:20
coaching and and all the rest of it, but I
4:24
studied marketing. I became a certified copywriter, certified in
4:27
digital marketing, and I just looked at everything.
4:32
And I realized that so much of
4:36
marketing is so confusing to so many
4:39
people that it wasn't really surprising
4:43
that I hadn't a clue what I was doing. And it was through
4:46
that work that I pulled together my from strangers to clients
4:50
marketing system, and realized that the fundamental
4:54
principle of marketing is relationships.
5:00
And and, you know, it sounds it sounds
5:05
oversimplified, but changing from a
5:09
transactional relationship to
5:13
a relationship relationship, a
5:16
transformative relationship, makes all the
5:20
difference in the world. And, you know, it's it's
5:24
I had someone say this to me about a year and a half ago
5:28
and really started looking at how I was writing and
5:32
how I was saying things, and went, oh my god.
5:36
That's what this is so transactional. I mean, it it just
5:41
so it is a huge I mean, it it's it's a shift,
5:45
but it's one of those shifts that when once you see it,
5:49
it starts out small and then it just get it has a ripple effect,
5:52
and then it it it just gets bigger. 100%.
5:57
Can you can you give us I I also wanna say that,
6:00
you know, so often when when we have these situations
6:04
that knock us off our feet. I mean, because that's what happened to me in
6:08
2020 as I lost all my clients and needed to get clients fast.
6:12
And something else happened earlier when I lost the job and suddenly, you
6:16
know, it it like, it clears the decks. It clears the cobwebs.
6:20
And I think it kinda says to you, if I have
6:24
to start over for me, it was like, if I have to start over, I
6:27
wanna do something I want to do. Do you know what I mean? I need
6:31
clients and stuff, but, you know, what kind of
6:35
clients do I want? So let me ask you,
6:41
how does having a relationship with people
6:45
change the whole sales process? It's a great
6:49
question, Yvonne. And you're right. It sounds way
6:53
too simple and yet it isn't because how do you
6:56
build a relationship with somebody that you're not even talking
7:00
to? When you're starting marketing, they
7:03
are a complete stranger. They're out there in the ether and you don't even
7:07
know necessarily who they are. So
7:10
it changes everything
7:14
because I discovered that there really are just 3 pillars to a
7:18
successful business, Connection, clarity, and
7:21
confidence. And the first one, connection. That's all about
7:25
this relationship. And it's probably best explained
7:30
I have a story that I'll share, that will hopefully
7:34
explain why this connection is so so
7:38
important. And I was reading an
7:41
article about a maple tree farm in Ontario,
7:45
Hamilton, Ontario. And it so happened
7:49
that the owner of this farm, her name was Anne, was really struggling
7:52
with her trees. They weren't maturing, and they weren't producing the maple
7:56
syrup that they needed to produce. Bear with me. You may be thinking, what's
8:00
this got to do with marketing and relationships? Bear with me. I'm coming there. I'm
8:04
getting there. So Anne's farm, the trees on her
8:08
farm were surrounded. There was forest all around them,
8:12
and there were roads that were disconnecting
8:16
the trees on her farm from the trees on the, in the
8:19
forests around her. And there's an important
8:23
fungus that grows in the earth called mycelium, and the mycelium is
8:26
like a conduit for food, for nutrients, for water between
8:30
the trees. And what was happening,
8:34
because the trees on her farm were blocked from
8:38
reaching the trees in the surrounding forest, they couldn't connect. So the all
8:41
important mycelia weren't able to act as that conduit.
8:45
They weren't able to remove the toxins from the soil and
8:49
nourish the trees. Hence, the trees were really struggling.
8:53
And as I was reading this article, apparently, seemingly,
8:56
completely irrelevant to marketing, it occurred to me it's exactly
9:01
what happens with marketing. Most professionals,
9:05
most business owners, we are surrounded by people
9:08
crying out for help for our
9:12
services, for your service. And
9:16
if you are unable to create a connection with
9:19
them, you're gonna be like those trees on Anne's
9:23
Maple Tree Farm in Hamilton, Ontario. You're gonna be
9:27
there. You're gonna be surrounded by your potential clients,
9:31
but you won't be able to reach them. So connection
9:34
is absolutely vital. And if you think about it, we
9:38
humans are
9:42
a species. We're a social species. We need
9:46
connection to flourish, to grow, just like
9:49
trees need that. Connection under the soil in their roots
9:53
to flourish and grow. So then the question becomes,
9:57
okay, I get, I need to connect with potential clients. I
10:01
need to connect with people that I would love to work with, but how do
10:04
I do that? How can I build a relationship with a complete what
10:09
is
10:13
going on in their world? What it's like, what is going on
10:17
in their world. What it's like in their world. The problems that
10:20
they have. The issues that they have. Because
10:24
otherwise, if you just talk about you and where you're at
10:28
and what you've achieved, that's all about you.
10:32
That's you being that isolated tree unable to
10:35
connect with your audience. It's
10:39
only when you can talk about and understand and talk
10:43
about what's important to them, your
10:46
potential clients, that you have any chance of creating
10:50
that connection, that human to human connection.
10:55
And I think just just to add on to that, I think, you
10:58
know, it took me a while to
11:02
understand that the thing that makes
11:05
me me, you know, the journey that I've been on,
11:09
there are people who are on that same journey that I
11:13
can connect with so much easier than,
11:16
let's say, people that I've never shared the journey with. And
11:20
so that's the thing that helps you to get better
11:24
clients, I think, is when you are,
11:27
yourself. I mean, I, you know, I talk about the workshop that I do. And
11:31
when I first started it, I jokingly said I had, like, something
11:35
like 60 PowerPoint slides. And, you know, it was
11:38
like I practice it and I had my professional whatever on.
11:42
Right? And, you know, one of my
11:45
clients who was at the workshop said to me, I have to tell
11:49
you, the person that shows up at that workshop is
11:52
not the person I love working with. You know, she's
11:56
like robotic in the workshop. She's not being you
12:00
know, you're not being you. And now I'm down to, like, 10 slides of my
12:03
workshop, and I spend more time trying to interact and saying, what do
12:07
you need? Let's talk about what's going on, you know, that kind of
12:11
thing. And I think that's true for even something as simple
12:14
as networking. Instead of going into a
12:18
networking situation, trying to find a client, going
12:21
in and saying, I'm looking for opportunities to collaborate.
12:27
Let's Absolutely. Let's see see what we can do together. So can
12:30
you give me, some other examples? Like, you
12:34
said you had your 3 pillars. So we talked about we we talked
12:38
about, but we didn't talk about confidence per
12:41
se. So We haven't yet. So is there something you wanna
12:46
yes. Just before that, I want to pick up something that you were saying about
12:49
being being you. Because the second pillar is clarity.
12:54
And clarity is very much about processes and knowing very clearly where you're
12:58
going. And there's another key piece to
13:01
clarity that I discovered that most
13:05
marketing most marketing programs
13:10
misses, and it links very closely to what you were just saying.
13:17
And to explain this, it's probably easiest again to
13:21
use another analogy. Have you ever done a jigsaw,
13:25
Yvonne? In a jigsaw puzzle? A jigsaw
13:28
puzzle. Yes. Opposed to, like, a jigsaw. As opposed to a
13:32
a mechanical I I have done a a jigsaw puzzle.
13:36
I used to love doing them with the kids when they were little. In fact,
13:39
we still do them occasionally, and they're well grown up now.
13:43
Have you ever done a jigsaw puzzle, and you've got
13:47
all the pieces from the box, and you sit back to admire your
13:51
picture, and there's this gaping hole in the middle of your puzzle.
13:55
Well, that's kind of what marketing is like without this missing
14:00
piece. And that missing piece is your marketing personality.
14:04
Because there are, as we said at the start, there are a gazillion
14:08
different ways that you can market your services.
14:12
They are not all going to work for you.
14:16
They all work. They won't all
14:19
work for you. How do you know which ones to
14:23
use? That's your marketing personality. That's
14:27
identifying your and it's more than just
14:31
who you are. It's who you are and how you
14:34
convey your message, how you convey
14:38
yourself, how you make that all important connection
14:42
with people, with your ideal clients. And so I developed a
14:46
quiz, an assessment actually that goes quite
14:49
deep into I'm a professional counselor psychology
14:53
train. So it goes quite deep into the psychology of
14:57
you to identify what your marketing personality
15:01
is so that the marketing strategy that you then develop and
15:04
implement, you know is gonna be right for you. And that does
15:08
2 things. 1, it gives you clarity
15:12
in what you are doing in your marketing. You don't need
15:16
to worry about the strategies that aren't gonna work for you. You
15:20
can just focus your attention on the ones that will.
15:25
And the second thing it does, it enables you
15:29
to be you. You can be completely relaxed because you know that the
15:33
strategies you're using are right for the person that you are.
15:37
That relaxes you. You will be more authentic. You will be
15:41
more genuine. And guess what happens when you're authentic and
15:44
genuine? You attract people to you.
15:48
You become like that, and I don't like the word magnet, but I'm gonna
15:52
use it. You become like that client magnet. People
15:56
are drawn to you because they recognize
16:00
something in you that's in them, and that
16:04
again forms that in all important connection. Well, I
16:07
think the thing that's really interesting that I've learned is
16:11
that the more authentic you are and the
16:15
more you use the language that
16:20
is yours and appeals to people who have that same
16:24
issue, the easier I mean, I I find it myself when I
16:28
read somebody else's copy and they use some language that I use, I'm like,
16:31
oh, you know, they're kind of on the same track. And
16:35
what it does is is it helps to build trust because the
16:39
person the client says, they get me. They
16:43
see the world the way I see the world. So they can, you know, step
16:46
into my shoes or they've been in my shoes, and they can
16:50
absolutely help me to figure this out. And, you know,
16:53
and and in a lot of cases, what we're doing is where when you
16:57
clarify it, it streamlines what you're doing. So you're actually
17:01
doing more of the right thing and less of
17:05
a lot of frantic things. So you get to focus and it becomes
17:08
very clear what you're about, so I I absolutely I
17:12
absolutely agree with you. I don't want us to run
17:16
out of time, so I wanna take a couple minutes just to
17:20
make sure you have a chance to to give people just a couple of action
17:24
steps that they can take. Absolutely. I will
17:28
just quickly say the 3rd pillar being confidence,
17:32
which of course underpins everything else. If you don't
17:35
genuinely believe you can succeed, you're gonna
17:39
struggle. So nothing you might know all the what's, you might know the
17:43
how, you might have the strategy, you might have the processes. If you don't have
17:46
the internal world in alignment and
17:50
believing deep down, then you're gonna struggle.
17:54
So that's why my 3rd pillar is confidence. So let's look at
17:58
some simple steps, some simple actions that people can take that will start
18:01
moving them forward. The first thing I would always encourage people to
18:05
do is think about who. Who
18:08
is your ideal audience? And I
18:12
hear many, coaches and counselors when I first start
18:16
working with them say, well, I can work with everybody. Yes. You
18:20
can. Who would you love to work with? Who would
18:24
you be so excited to know that you have a
18:27
meeting with them that day that you're gonna bounce out of bed full of
18:31
energy. Those are your best
18:34
fit clients, and you really need to dive
18:37
deep, and it's beyond the, the standard
18:41
demographics go deep into the psychographics. What sort of person are
18:45
they? And they may be a reflection of you, but not
18:48
necessarily. So do that work. Step number
18:52
1, do that work and identify who
18:56
it is that you would love to work with.
19:00
That is so important, and I have to tell you that going into
19:04
the psychographics made a huge difference for me
19:07
in terms of who I wanted to work with. What's the next step? I
19:11
have a trash truck. I don't know if you could hear that or not. I
19:15
heard something. I didn't know what it was. So I'm kind of muting myself in
19:18
between. So give me your other two steps. Okay.
19:22
So the second step is then to be very clear.
19:26
Once you know who, what is their challenge?
19:29
What is their problem in their eyes? See
19:33
it through their eyes. Step into their shoes.
19:37
Hear their language. Hear their words. You mentioned a second
19:40
ago, Yvonne, that when you get an email and somebody use words that you
19:44
use, you instantly feel connected. You feel that somebody has
19:48
got you. Well, the way that you get that, yes,
19:52
you need to be authentic and you need to fully
19:55
understand what your ideal audience, what your best fit
19:59
clients, how they describe the problem. And I'll give an
20:03
example here. I do, I've worked with a lot of
20:07
relationship counselors over the years and coaches over
20:10
the years. And they may well know from their
20:14
perspective that in order to attract
20:18
the ideal partner, they need to work on their self
20:22
esteem, and they need to learn to love themselves. That's what they
20:26
need. When they're first meeting their
20:29
ideal clients, they
20:33
those clients, those potential clients don't know that that's what they need,
20:36
or they might not recognize it. They simply want to have a
20:40
good date. So do you see the difference? If you're talking
20:44
about what you think they need, the language is not gonna
20:47
resonate. So the step number 1, identify who. Step
20:51
number 2, learn their language. What is the problem
20:55
through their eyes? How do they describe it? What do they
20:59
want? And then you can use that
21:02
language in step number 3 in crafting your message
21:07
that is genuine to who you are and will resonate
21:10
with your ideal audience, and that will attract people to you. I
21:14
had a coach once who said, you
21:18
paint the door red with what they want, but once they come
21:21
in the house, you give them what they need. 100%. Yes. You know,
21:25
and and I and at the time when she said it, I was doing,
21:30
a lot of things that had to do with productivity. And
21:34
so for most people, they wanted time management, which
21:37
really wasn't the problem. Do you know? It was what you were spending
21:41
your time on, not how many blocks you were, you know, and how many
21:45
things you were checking up. And so I think that that's really, really
21:49
important. And I think the other thing is, I
21:52
think in terms of the marketing, is
21:57
there are enough clients to go around. And
22:01
coming not not coming from a a a scarcity
22:05
perspective, like, I have to get this client, you know, kind
22:09
of thing, will do so much for you. The right
22:13
client is willing to pay
22:16
more for your specialized expertise
22:21
because they don't have to go through this sounds terrible. They don't have to go
22:25
through that training process to get you, you know, caught up to to where
22:28
they are. And it's really funny. I mean, when I first started coaching,
22:33
I did a lot of tech guys. I don't know why, but they kept
22:36
referring, you know. And in terms of the perfect client, they always
22:40
paid in full. They have showed up for their appointments. I mean, there were so
22:43
many things that were really good about them. But when the engagement was
22:47
over, I was, like, so happy. I mean, I it was
22:51
like at the end, it was like, we just you know?
22:54
And so so it the difference between that and
22:58
having people that I really enjoy working with,
23:02
you know, that are really coachable in the way that I coach
23:06
is so fulfilling and so rewarding.
23:10
They get results, and I'm happy. I mean
23:14
That's exactly what I was saying just a second ago. Your best fit
23:18
clients, you're excited to work with them, and
23:22
they're excited to work with you, and you end up delivering your best.
23:26
And if you're like me, over deliver. I like to underpromise
23:30
and over deliver, and anyone that knows me, I think, knows that
23:34
that that absolutely, happens a 100%.
23:38
100%. You don't get that connection. So let's do this. Let's make
23:42
sure we tell everybody what the free gift is because we wanna make sure people
23:45
take advantage of that before we we close things down, before we
23:49
run out of time. Beautiful. I'm super, super
23:53
excited for this one, Yvonne. What I've done, I have a 5
23:56
day masterclass. It's an hour each day that
24:00
deep dives into those three pillars. There's a whole
24:03
day on confidence where you will get to
24:07
understand, k, what are those inner blocks? What has
24:10
stopped you getting where you want to get to? Why aren't
24:14
you at the level of success that you deserve to be
24:18
at? Whole day on that, and there's a whole day
24:21
on clarity, and there's a whole day on connection, and I show you
24:25
how you can get connection and clarity
24:29
in your marketing. Usually this master class
24:32
costs, and I'm delighted to offer it to your
24:35
listeners at no charge. Oh my
24:39
god. So the link will be below the video, I
24:43
believe, and it's you can succeed enlightenuseolutions.com/youcan
24:48
succeed special with hyphens between the words, but you'll see the link
24:51
below the vid. So, guys, you need to make sure you pick that up,
24:56
and take it because this your marketing
25:00
is your face to the world. You know, this is
25:04
how people see you. This is the what gets
25:08
them through the door so that they can get to not only know
25:11
you, but love you. And that's really you know,
25:15
clients that love you are is the biggest productivity tip
25:19
you can have because they stay with you, and they tell other people
25:23
about you. So that's amazing. Alright. So here's the question of the day that
25:26
I do at the end of each podcast. When was the last time you did
25:30
something new for the first time? It
25:33
was quite recently, actually, just a couple of years ago, where
25:37
I decided that, I didn't
25:41
want to fester away as I aged, and
25:44
I learnt to kayak. Now I used to be
25:48
a sprinter. That's way back when in my twenties, long time
25:51
ago. Kayaking on the beautiful rivers that we have here in New
25:55
South Wales is oh my gosh, it is such a stress
25:59
release. You cannot help but feel calm when you're on the waters paddling
26:03
away, so I learned to kayak. Love the water. I love the
26:06
water. So I'm gonna bring us home. I wanna make sure to
26:10
remind everybody to subscribe and share and then, you know,
26:14
engage in the podcast. You know, go to the main page and you can
26:17
get all the other, podcasts that I've done.
26:21
And this is kind of my way of giving back to this community and helping
26:24
you fuel your crest your quest rather for growth and impact.
26:29
And I hope that you're gonna join me for the one small change and go
26:32
on this journey with me and listen to a lot of our other podcasts and
26:36
and whatever exciting guests that we have coming up. So if I
26:40
were to ask you for, you know, your last words that you wanna leave
26:43
people with, would what would you say? Well, I'm gonna
26:47
quote, if you want something that you've
26:51
never had, if you're not where you deserve to be in your life or in
26:54
your business, you need to do something that you've never
26:58
done before. I couldn't agree
27:02
with you more. And on that note, I
27:06
want people to remember change can be simple, but it's not always easy.
27:10
It requires courage, resilience, and a willingness to step
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out of your comfort zone to do something different, just like Carrie
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said. So I hope you will join me with the one small
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change again next week. And as always, I'm
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gonna bring you an exciting guest. And until then, stay curious.
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Harry, thank you so much. We're gonna be doing
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stuff in the future together. I can see it in my crystal ball.
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Thank you so much, Yvonne. It's been an absolute joy. Thank
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you.