Latest / Women in The Coaching Arena / 105 | 6 Branding Secrets to Make You the Go-To Coach in Your Niche

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105 | 6 Branding Secrets to Make You the Go-To Coach in Your Niche · Women in The Coaching Arena

• 0:45
  Hello
• 0:46
  and
• 0:46
  welcome
• 0:46
  to
• 0:47
  Women
• 0:47
  in
• 0:47
  the
• 0:47
  Coaching
• 0:47
  arena
• 0:48
  podcast.
• 0:49
  I'm
• 0:49
  so
• 0:49
  glad
• 0:49
  you're
• 0:50
  here.
• 0:51
  I'm
• 0:51
  Jo
• 0:51
  Lott,
• 0:52
  a
• 0:52
  business
• 0:52
  mentor
• 0:53
  and
• 0:53
  ICF
• 0:54
  accredited
• 0:54
  coach
• 0:55
  and
• 0:55
  I
• 0:55
  help
• 0:56
  coaches
• 0:56
  to
• 0:56
  build
• 0:57
  brilliant
• 0:57
  businesses.
• 0:59
  I
• 1:00
  know
• 1:00
  that
• 1:00
  when
• 1:00
  you
• 1:00
  prepare
• 1:01
  to
• 1:01
  enter
• 1:01
  the
• 1:02
  arena
• 1:02
  there
• 1:02
  is
• 1:03
  fear,
• 1:03
  self
• 1:04
  doubt,
• 1:04
  comparison,
• 1:05
  anxiety,
• 1:06
  uncertainty.
• 1:08
  You
• 1:08
  can
• 1:09
  tend
• 1:09
  to
• 1:09
  armor
• 1:10
  up
• 1:10
  and.
• 1:10
  Protect
• 1:11
  yourself
• 1:11
  from
• 1:12
  vulnerability.
• 1:14
  In
• 1:14
  this
• 1:14
  podcast
• 1:15
  I'll
• 1:15
  be
• 1:15
  sharing
• 1:15
  honest,
• 1:16
  not
• 1:16
  hype,
• 1:17
  practical
• 1:17
  and
• 1:17
  emotional
• 1:18
  tools
• 1:18
  to.
• 1:19
  Support
• 1:19
  you
• 1:19
  to
• 1:19
  make
• 1:20
  the
• 1:20
  difference
• 1:20
  that
• 1:20
  you're
• 1:21
  here
• 1:21
  for
• 1:22
  DARE
• 1:22
  greatly
• 1:23
  you
• 1:23
  belong
• 1:24
  in
• 1:24
  this
• 1:24
  arena.
• 1:26
  Hello,
• 1:27
  welcome
• 1:27
  to
• 1:27
  episode
• 1:28
  105
• 1:28
  of
• 1:29
  Women
• 1:29
  in
• 1:29
  the
• 1:29
  Coaching
• 1:29
  Arena.
• 1:30
  I
• 1:30
  am
• 1:30
  so
• 1:30
  glad
• 1:31
  you
• 1:31
  are
• 1:31
  here.
• 1:32
  Today's
• 1:33
  episode
• 1:33
  has
• 1:34
  been
• 1:34
  inspired
• 1:34
  by
• 1:35
  a
• 1:35
  new
• 1:35
  client
• 1:35
  I
• 1:36
  had
• 1:36
  start
• 1:37
  last
• 1:37
  week
• 1:38
  and
• 1:38
  we
• 1:39
  had
• 1:39
  our
• 1:39
  first
• 1:39
  call
• 1:40
  and
• 1:40
  she
• 1:40
  shared
• 1:41
  her
• 1:42
  story
• 1:42
  with
• 1:42
  me
• 1:43
  because
• 1:43
  at
• 1:43
  the
• 1:43
  beginning
• 1:43
  of
• 1:44
  our
• 1:44
  program
• 1:45
  we
• 1:45
  have
• 1:45
  a
• 1:46
  small
• 1:46
  group
• 1:46
  call
• 1:47
  where
• 1:47
  we
• 1:47
  share
• 1:47
  our
• 1:48
  personal
• 1:49
  story
• 1:49
  in
• 1:50
  a
• 1:50
  really
• 1:50
  deep
• 1:51
  different
• 1:51
  way
• 1:52
  because
• 1:52
  it's
• 1:52
  a
• 1:52
  great
• 1:53
  way
• 1:53
  of
• 1:53
  getting
• 1:53
  to
• 1:54
  know
• 1:54
  people
• 1:54
  on
• 1:54
  a
• 1:54
  deeper
• 1:54
  level
• 1:55
  really
• 1:55
  quickly.
• 1:56
  But
• 1:56
  it's
• 1:56
  also
• 1:57
  a
• 1:57
  brilliant
• 1:57
  personal
• 1:58
  branding
• 1:58
  exercise
• 1:59
  because
• 1:59
  I
• 1:59
  find
• 2:00
  the
• 2:00
  best,
• 2:01
  most
• 2:01
  successful
• 2:02
  businesses
• 2:03
  have
• 2:03
  really
• 2:04
  utilized
• 2:04
  everything
• 2:05
  in
• 2:05
  their
• 2:05
  life
• 2:05
  to
• 2:06
  date
• 2:06
  to
• 2:07
  create
• 2:07
  that
• 2:07
  business.
• 2:09
  So
• 2:09
  I
• 2:09
  heard
• 2:10
  her
• 2:10
  story.
• 2:10
  Week
• 2:11
  one,
• 2:11
  week
• 2:12
  two,
• 2:12
  she
• 2:13
  shared
• 2:13
  her
• 2:13
  niche
• 2:14
  message
• 2:15
  and
• 2:15
  I
• 2:16
  don't
• 2:16
  know
• 2:16
  why,
• 2:17
  but
• 2:17
  it
• 2:17
  was
• 2:17
  just
• 2:18
  so
• 2:18
  unexpected.
• 2:19
  It
• 2:20
  was
• 2:20
  fine,
• 2:21
  but
• 2:21
  for
• 2:21
  some
• 2:22
  reason
• 2:22
  I
• 2:23
  just
• 2:23
  wasn't
• 2:23
  expecting
• 2:24
  it
• 2:24
  so
• 2:24
  my
• 2:25
  heart
• 2:25
  sunk.
• 2:26
  And
• 2:27
  she
• 2:28
  described
• 2:28
  that
• 2:29
  she
• 2:29
  had
• 2:29
  had
• 2:29
  this
• 2:30
  niche
• 2:30
  for
• 2:31
  six
• 2:31
  months
• 2:31
  but
• 2:31
  she
• 2:32
  was
• 2:32
  stalling
• 2:32
  because
• 2:33
  something
• 2:34
  didn't
• 2:34
  feel
• 2:34
  feel
• 2:34
  quite
• 2:35
  right
• 2:35
  which
• 2:35
  is
• 2:35
  why
• 2:36
  she
• 2:36
  joined
• 2:36
  my
• 2:36
  program.
• 2:37
  So
• 2:38
  I'm
• 2:38
  really
• 2:38
  excited
• 2:39
  to
• 2:39
  be
• 2:39
  meeting
• 2:39
  her
• 2:39
  this
• 2:40
  afternoon.
• 2:40
  I
• 2:41
  sent
• 2:41
  her
• 2:41
  some
• 2:41
  ideas
• 2:42
  last
• 2:42
  night
• 2:42
  based
• 2:43
  on
• 2:43
  her
• 2:43
  story
• 2:43
  and
• 2:44
  how
• 2:44
  we
• 2:44
  can
• 2:44
  weave
• 2:44
  that
• 2:45
  in
• 2:45
  to
• 2:46
  make
• 2:46
  her
• 2:46
  business
• 2:47
  and
• 2:47
  her
• 2:49
  absolutely
• 2:50
  fired
• 2:50
  up
• 2:51
  to
• 2:51
  go
• 2:51
  share
• 2:51
  that.
• 2:52
  Because
• 2:52
  also
• 2:52
  if
• 2:52
  you
• 2:53
  think
• 2:53
  it's
• 2:53
  a
• 2:53
  bit
• 2:53
  boring
• 2:55
  and
• 2:55
  if
• 2:55
  it's
• 2:55
  somehow
• 2:56
  not
• 2:56
  aligning,
• 2:57
  then
• 2:57
  you
• 2:58
  won't
• 2:58
  be
• 2:59
  out
• 2:59
  there
• 2:59
  sharing
• 3:00
  with
• 3:00
  all
• 3:00
  of
• 3:00
  your
• 3:01
  enthusiasm.
• 3:02
  So
• 3:03
  that
• 3:03
  is
• 3:03
  the
• 3:03
  inspiration
• 3:04
  for
• 3:04
  today's
• 3:05
  podcast
• 3:06
  and
• 3:06
  I'm
• 3:06
  excited
• 3:07
  to
• 3:07
  talk
• 3:07
  about
• 3:08
  this
• 3:08
  topic
• 3:08
  that
• 3:09
  could
• 3:09
  be
• 3:09
  the
• 3:10
  key
• 3:10
  to
• 3:10
  unlocking
• 3:11
  that
• 3:11
  success
• 3:12
  in
• 3:12
  an
• 3:12
  ever
• 3:13
  growing
• 3:14
  market.
• 3:15
  I
• 3:15
  had
• 3:15
  another
• 3:15
  great
• 3:16
  call
• 3:16
  yesterday
• 3:17
  because
• 3:17
  I've
• 3:17
  been
• 3:17
  sharing
• 3:18
  lots
• 3:18
  of
• 3:19
  information
• 3:19
  on
• 3:19
  LinkedIn
• 3:20
  about
• 3:20
  the
• 3:21
  growing
• 3:21
  coaching
• 3:22
  market
• 3:22
  and
• 3:23
  I
• 3:23
  had
• 3:23
  a
• 3:23
  call
• 3:23
  with
• 3:23
  someone
• 3:24
  saying
• 3:25
  but
• 3:25
  it
• 3:25
  doesn't
• 3:26
  seem
• 3:26
  to
• 3:26
  be
• 3:26
  my
• 3:26
  reality
• 3:27
  and
• 3:28
  I
• 3:28
  really
• 3:28
  do
• 3:29
  hear
• 3:29
  her.
• 3:30
  If
• 3:30
  you
• 3:30
  think
• 3:30
  about
• 3:31
  Pareto's
• 3:32
  principle,
• 3:32
  the
• 3:33
  8020
• 3:34
  rule,
• 3:35
  it
• 3:35
  suggests
• 3:36
  that
• 3:36
  80%
• 3:36
  of
• 3:36
  efforts
• 3:37
  come
• 3:37
  from
• 3:37
  20%
• 3:38
  of
• 3:38
  causes.
• 3:39
  And
• 3:39
  in
• 3:39
  a
• 3:39
  business
• 3:40
  that
• 3:41
  is
• 3:41
  super,
• 3:41
  super
• 3:42
  true.
• 3:42
  And
• 3:42
  I
• 3:43
  would
• 3:43
  go
• 3:43
  Even
• 3:44
  further
• 3:44
  than
• 3:44
  20%
• 3:45
  I
• 3:45
  would
• 3:45
  say
• 3:46
  the
• 3:46
  top
• 3:47
  10%
• 3:48
  of
• 3:48
  coaches
• 3:49
  out
• 3:49
  there
• 3:50
  are
• 3:50
  seizing
• 3:51
  most
• 3:51
  of
• 3:52
  the
• 3:52
  work.
• 3:53
  And
• 3:53
  that
• 3:53
  doesn't
• 3:54
  mean
• 3:54
  top
• 3:55
  as
• 3:55
  in
• 3:56
  the
• 3:56
  most
• 3:56
  qualified
• 3:57
  coach,
• 3:58
  because
• 3:58
  as
• 3:58
  we
• 3:59
  know
• 3:59
  as
• 3:59
  marketeers,
• 4:00
  if
• 4:00
  you
• 4:00
  didn't
• 4:00
  know
• 4:01
  you
• 4:01
  were
• 4:01
  a
• 4:01
  marketeer,
• 4:01
  you
• 4:02
  are
• 4:02
  now.
• 4:03
  It's
• 4:03
  actually
• 4:03
  the
• 4:04
  person
• 4:04
  who
• 4:04
  has
• 4:05
  the
• 4:05
  strongest
• 4:05
  brand,
• 4:06
  the
• 4:06
  strongest
• 4:07
  marketing
• 4:07
  skills,
• 4:08
  the
• 4:08
  strongest
• 4:08
  sales
• 4:08
  skills,
• 4:09
  who
• 4:09
  will
• 4:10
  secure
• 4:10
  those
• 4:11
  deals.
• 4:12
  This
• 4:13
  is
• 4:13
  proven
• 4:13
  by
• 4:14
  reports
• 4:14
  that
• 4:14
  say
• 4:15
  the
• 4:15
  vast
• 4:16
  majority
• 4:16
  of
• 4:16
  entrepreneurs
• 4:17
  don't
• 4:17
  access
• 4:18
  any
• 4:19
  bank
• 4:19
  loans
• 4:19
  or
• 4:20
  venture
• 4:20
  capital
• 4:21
  at
• 4:21
  the
• 4:21
  time
• 4:21
  of
• 4:22
  a
• 4:22
  startup.
• 4:23
  Generally,
• 4:24
  most
• 4:24
  people
• 4:24
  try
• 4:24
  and
• 4:25
  do
• 4:25
  it
• 4:25
  with
• 4:25
  nothing,
• 4:26
  which
• 4:26
  is
• 4:27
  completely
• 4:27
  fine,
• 4:28
  but
• 4:28
  it
• 4:28
  is
• 4:29
  that
• 4:29
  critical
• 4:30
  factor
• 4:30
  of
• 4:31
  how
• 4:31
  quickly
• 4:31
  you
• 4:32
  can
• 4:32
  move.
• 4:34
  So
• 4:34
  the
• 4:34
  importance
• 4:35
  of
• 4:35
  being
• 4:35
  that
• 4:36
  key
• 4:36
  person
• 4:36
  of
• 4:36
  influence
• 4:37
  in
• 4:37
  your
• 4:37
  industry
• 4:38
  is
• 4:39
  required
• 4:39
  in
• 4:40
  order
• 4:40
  for
• 4:40
  you
• 4:40
  to
• 4:41
  build
• 4:41
  your
• 4:42
  business.
• 4:43
  So
• 4:43
  let's
• 4:43
  get
• 4:44
  you
• 4:44
  being
• 4:44
  a
• 4:45
  key
• 4:45
  person
• 4:45
  of
• 4:46
  influence
• 4:46
  today.
• 4:48
  Let's
• 4:48
  start
• 4:48
  with
• 4:49
  this.
• 4:49
  People
• 4:49
  don't
• 4:50
  buy
• 4:50
  coaching.
• 4:50
  They
• 4:51
  buy
• 4:51
  connection
• 4:52
  with
• 4:52
  you
• 4:52
  and
• 4:53
  the
• 4:53
  outcome
• 4:54
  that
• 4:54
  they
• 4:54
  want.
• 4:55
  Your
• 4:56
  ideal
• 4:56
  client
• 4:56
  isn't
• 4:57
  just
• 4:57
  looking
• 4:57
  for
• 4:58
  another
• 4:58
  coach.
• 4:58
  They
• 4:59
  are
• 4:59
  searching
• 5:00
  for
• 5:00
  someone
• 5:00
  who
• 5:00
  absolutely
• 5:01
  gets
• 5:02
  them.
• 5:02
  Someone
• 5:03
  usually
• 5:03
  who
• 5:03
  has
• 5:04
  walked
• 5:04
  a
• 5:04
  similar
• 5:05
  path,
• 5:05
  overcome
• 5:06
  similar
• 5:06
  struggles
• 5:07
  or
• 5:08
  achieve
• 5:08
  what
• 5:08
  they
• 5:09
  want
• 5:09
  to
• 5:09
  achieve.
• 5:10
  And
• 5:10
  that
• 5:10
  is
• 5:11
  where
• 5:11
  your
• 5:11
  story
• 5:11
  becomes
• 5:12
  your
• 5:12
  most
• 5:12
  powerful
• 5:13
  marketing
• 5:14
  tool.
• 5:15
  So
• 5:15
  take
• 5:15
  a
• 5:16
  moment
• 5:16
  to
• 5:16
  think
• 5:17
  now.
• 5:17
  Why
• 5:18
  are
• 5:18
  you
• 5:19
  a
• 5:19
  coach
• 5:21
  and
• 5:21
  what
• 5:22
  led
• 5:22
  you
• 5:22
  here?
• 5:24
  There's
• 5:25
  usually
• 5:25
  a
• 5:25
  reason
• 5:26
  that
• 5:26
  you
• 5:26
  are
• 5:26
  passionate
• 5:27
  about
• 5:27
  what
• 5:27
  you
• 5:27
  do
• 5:28
  and
• 5:28
  that
• 5:29
  reason
• 5:29
  is
• 5:29
  what
• 5:30
  makes
• 5:30
  you
• 5:30
  different.
• 5:31
  It
• 5:31
  is
• 5:31
  your
• 5:32
  edge.
• 5:33
  And
• 5:34
  like
• 5:34
  I've
• 5:34
  mentioned,
• 5:35
  in
• 5:35
  a
• 5:36
  world
• 5:36
  where
• 5:36
  coaching
• 5:37
  is
• 5:37
  becoming
• 5:37
  more
• 5:38
  competitive
• 5:38
  by
• 5:39
  the
• 5:39
  day
• 5:39
  because
• 5:40
  people
• 5:40
  are
• 5:41
  seeing
• 5:41
  the
• 5:41
  impact
• 5:42
  of
• 5:42
  creating
• 5:43
  an
• 5:43
  online
• 5:43
  business,
• 5:44
  having
• 5:44
  that
• 5:45
  edge
• 5:45
  isn't
• 5:45
  useful.
• 5:46
  It's
• 5:46
  essential
• 5:48
  if
• 5:48
  you
• 5:48
  are
• 5:49
  fairly
• 5:49
  early
• 5:49
  in
• 5:49
  your
• 5:50
  journey.
• 5:50
  You
• 5:50
  might
• 5:51
  not
• 5:51
  realize
• 5:51
  this
• 5:52
  yet.
• 5:52
  I
• 5:52
  had
• 5:53
  a
• 5:53
  discovery
• 5:53
  call
• 5:53
  with
• 5:54
  someone
• 5:54
  last
• 5:54
  week
• 5:55
  who
• 5:56
  was
• 5:56
  too
• 5:57
  early
• 5:57
  in
• 5:57
  their
• 5:58
  coaching
• 5:58
  journey,
• 5:59
  probably
• 6:00
  to
• 6:00
  work
• 6:00
  with
• 6:01
  me,
• 6:01
  because
• 6:02
  she
• 6:02
  thought
• 6:03
  that
• 6:03
  she
• 6:04
  is
• 6:04
  going
• 6:04
  to
• 6:04
  be
• 6:04
  at
• 6:05
  six
• 6:05
  figures
• 6:06
  in
• 6:07
  six
• 6:07
  months.
• 6:08
  And
• 6:09
  anyone
• 6:09
  who's
• 6:09
  been
• 6:09
  around
• 6:10
  a
• 6:10
  little
• 6:10
  bit
• 6:10
  longer
• 6:11
  than
• 6:11
  that
• 6:11
  will
• 6:12
  know
• 6:12
  that
• 6:12
  there
• 6:12
  is
• 6:12
  a
• 6:13
  lot
• 6:13
  to
• 6:13
  build,
• 6:14
  especially
• 6:14
  when
• 6:14
  you
• 6:15
  first
• 6:15
  start
• 6:15
  your
• 6:15
  business.
• 6:16
  So
• 6:16
  therefore
• 6:17
  it's
• 6:18
  kind
• 6:18
  of
• 6:18
  unusual
• 6:19
  to
• 6:19
  gain
• 6:20
  that
• 6:20
  sort
• 6:20
  of
• 6:20
  income
• 6:21
  that
• 6:22
  quickly.
• 6:22
  Yes,
• 6:23
  it's
• 6:23
  possible
• 6:24
  and
• 6:24
  I
• 6:24
  assured
• 6:25
  her
• 6:25
  it's
• 6:25
  possible.
• 6:26
  But
• 6:27
  mostly
• 6:27
  if
• 6:28
  you
• 6:28
  are
• 6:28
  being
• 6:28
  realistic,
• 6:29
  which
• 6:29
  is
• 6:30
  a
• 6:30
  really
• 6:30
  boring
• 6:30
  word
• 6:31
  I
• 6:31
  appreciate
• 6:31
  and
• 6:32
  I
• 6:32
  do
• 6:32
  think
• 6:32
  you
• 6:32
  should
• 6:33
  reach
• 6:33
  for
• 6:33
  the
• 6:33
  stars.
• 6:34
  But
• 6:35
  I
• 6:35
  never
• 6:35
  want
• 6:35
  to
• 6:36
  sell
• 6:36
  someone
• 6:36
  the
• 6:37
  dream
• 6:37
  that
• 6:37
  they
• 6:37
  are
• 6:37
  going
• 6:37
  to
• 6:38
  be
• 6:38
  earning
• 6:38
  six
• 6:38
  figures
• 6:39
  in
• 6:39
  six
• 6:39
  months.
• 6:39
  Because,
• 6:40
  yes,
• 6:41
  I've
• 6:41
  had
• 6:41
  people
• 6:41
  do
• 6:42
  it.
• 6:42
  I'd
• 6:43
  say
• 6:43
  1%
• 6:44
  of
• 6:44
  people
• 6:44
  do
• 6:44
  that.
• 6:45
  That
• 6:45
  is
• 6:45
  like
• 6:46
  the
• 6:47
  shot
• 6:47
  in
• 6:47
  the
• 6:47
  dark.
• 6:48
  The
• 6:48
  person
• 6:48
  who
• 6:49
  goes
• 6:49
  viral
• 6:50
  or
• 6:51
  manages
• 6:51
  to
• 6:52
  Cut
• 6:52
  in,
• 6:53
  usually
• 6:53
  with
• 6:53
  their
• 6:54
  edge,
• 6:54
  which
• 6:54
  is
• 6:54
  why
• 6:54
  we're
• 6:54
  talking
• 6:55
  about
• 6:55
  this
• 6:55
  today
• 6:56
  with
• 6:57
  something
• 6:57
  super
• 6:58
  different
• 6:58
  and
• 6:59
  super
• 7:00
  connected,
• 7:00
  perhaps
• 7:01
  from
• 7:01
  a
• 7:01
  previous
• 7:01
  life.
• 7:02
  But
• 7:03
  mostly
• 7:03
  that
• 7:04
  isn't
• 7:04
  the
• 7:04
  case.
• 7:04
  And
• 7:05
  mostly
• 7:05
  you're
• 7:05
  going
• 7:06
  to
• 7:06
  have
• 7:06
  to
• 7:06
  put
• 7:06
  the
• 7:06
  work
• 7:07
  in
• 7:07
  when
• 7:07
  you
• 7:07
  start
• 7:08
  your
• 7:08
  business
• 7:08
  with
• 7:09
  no
• 7:09
  return
• 7:10
  at
• 7:10
  all
• 7:10
  for
• 7:11
  a
• 7:11
  period
• 7:12
  until
• 7:12
  it
• 7:13
  starts
• 7:13
  to
• 7:13
  pay
• 7:14
  off.
• 7:15
  So
• 7:15
  let's
• 7:16
  cover
• 7:16
  market
• 7:16
  sophistication
• 7:17
  now,
• 7:18
  which
• 7:18
  is
• 7:18
  what
• 7:18
  I'm
• 7:18
  talking
• 7:19
  about
• 7:19
  here.
• 7:19
  So
• 7:20
  we
• 7:20
  have
• 7:20
  moved
• 7:20
  beyond
• 7:21
  the
• 7:21
  hello
• 7:22
  market
• 7:22
  phase
• 7:23
  where
• 7:23
  coaching
• 7:23
  was
• 7:24
  new,
• 7:24
  exciting
• 7:25
  people
• 7:26
  wanted
• 7:26
  to
• 7:26
  understand
• 7:26
  what
• 7:27
  it
• 7:27
  was.
• 7:27
  We're
• 7:28
  not
• 7:28
  even
• 7:28
  in
• 7:28
  the
• 7:29
  next
• 7:29
  phase,
• 7:29
  which
• 7:30
  is
• 7:30
  the
• 7:30
  what
• 7:30
  is
• 7:30
  it
• 7:31
  phase
• 7:31
  anymore,
• 7:31
  where
• 7:32
  clients
• 7:32
  simply
• 7:33
  compare
• 7:33
  different
• 7:34
  coaching
• 7:34
  services.
• 7:35
  We
• 7:36
  are
• 7:36
  in
• 7:36
  the
• 7:36
  final
• 7:37
  phase
• 7:37
  of
• 7:37
  market
• 7:38
  sophistication,
• 7:39
  which
• 7:39
  is
• 7:39
  fierce
• 7:40
  competition.
• 7:41
  The
• 7:41
  market
• 7:42
  has
• 7:42
  lots
• 7:42
  of
• 7:42
  coaches,
• 7:43
  and
• 7:43
  if
• 7:43
  you
• 7:44
  want
• 7:44
  to
• 7:44
  stand
• 7:44
  out,
• 7:45
  you
• 7:45
  need
• 7:45
  to
• 7:45
  move
• 7:45
  beyond
• 7:46
  that
• 7:46
  generic
• 7:46
  messaging
• 7:47
  and
• 7:48
  start
• 7:48
  showing
• 7:48
  why
• 7:49
  you
• 7:49
  are
• 7:49
  the
• 7:50
  right
• 7:50
  person
• 7:50
  to
• 7:50
  help
• 7:51
  your
• 7:51
  specific
• 7:52
  audience.
• 7:54
  So
• 7:54
  if
• 7:54
  you
• 7:54
  think
• 7:54
  about
• 7:54
  the
• 7:55
  first
• 7:55
  car
• 7:55
  that
• 7:55
  existed,
• 7:56
  we
• 7:56
  would
• 7:56
  have
• 7:57
  been
• 7:57
  grateful
• 7:57
  that
• 7:57
  we
• 7:58
  had
• 7:58
  a
• 7:58
  car.
• 7:59
  Now,
• 7:59
  the
• 8:00
  car
• 8:00
  needs
• 8:00
  to
• 8:00
  have
• 8:01
  heated
• 8:01
  seats.
• 8:02
  It
• 8:02
  needs
• 8:02
  to
• 8:02
  have
• 8:03
  all
• 8:03
  of
• 8:03
  these
• 8:03
  extra
• 8:04
  features
• 8:05
  to
• 8:05
  make
• 8:06
  you
• 8:06
  want
• 8:06
  it.
• 8:06
  You
• 8:07
  are
• 8:07
  not
• 8:07
  going
• 8:07
  to
• 8:07
  just
• 8:07
  grab
• 8:08
  that
• 8:08
  old
• 8:09
  Ford
• 8:09
  Fiesta
• 8:10
  anymore.
• 8:10
  You
• 8:11
  want
• 8:11
  to
• 8:11
  know
• 8:11
  why?
• 8:12
  This
• 8:12
  new
• 8:13
  car
• 8:13
  is
• 8:14
  safer,
• 8:14
  quicker,
• 8:15
  shinier,
• 8:16
  warmer,
• 8:17
  all
• 8:17
  of
• 8:17
  the
• 8:17
  things.
• 8:18
  And
• 8:18
  it's
• 8:18
  the
• 8:18
  same
• 8:18
  with
• 8:19
  our
• 8:19
  industry
• 8:20
  right
• 8:20
  now.
• 8:21
  We
• 8:21
  need
• 8:21
  to
• 8:21
  keep
• 8:22
  up
• 8:22
  with
• 8:23
  innovation,
• 8:24
  demand,
• 8:24
  what
• 8:25
  the
• 8:25
  world
• 8:25
  kit
• 8:26
  really
• 8:26
  wants.
• 8:27
  And
• 8:27
  that
• 8:27
  is
• 8:27
  why
• 8:28
  I
• 8:28
  do
• 8:28
  this
• 8:28
  work,
• 8:29
  because
• 8:29
  not
• 8:29
  many
• 8:30
  people
• 8:30
  are
• 8:30
  talking
• 8:31
  about
• 8:31
  how
• 8:31
  you
• 8:32
  can
• 8:32
  actually
• 8:32
  do
• 8:33
  this.
• 8:34
  The
• 8:34
  conversation
• 8:35
  I
• 8:35
  had
• 8:35
  yesterday
• 8:36
  was
• 8:36
  super
• 8:36
  interesting
• 8:37
  also
• 8:38
  because
• 8:38
  she
• 8:39
  has
• 8:40
  big
• 8:40
  names
• 8:40
  in
• 8:41
  the
• 8:41
  coaching
• 8:41
  space,
• 8:42
  the
• 8:42
  names
• 8:42
  of
• 8:42
  the
• 8:42
  people
• 8:43
  who
• 8:43
  write
• 8:43
  the
• 8:43
  books
• 8:44
  on
• 8:44
  coaching,
• 8:45
  you
• 8:45
  will
• 8:45
  know
• 8:45
  them.
• 8:46
  And
• 8:46
  she
• 8:46
  went
• 8:47
  to
• 8:47
  a
• 8:47
  conference
• 8:48
  where
• 8:48
  they
• 8:48
  were
• 8:48
  all
• 8:49
  speaking
• 8:49
  and
• 8:50
  she
• 8:50
  said
• 8:50
  it
• 8:50
  was
• 8:51
  really
• 8:52
  stand
• 8:52
  out,
• 8:52
  really,
• 8:53
  that
• 8:53
  none
• 8:53
  of
• 8:53
  them
• 8:54
  have
• 8:54
  ever
• 8:55
  actually
• 8:55
  sold
• 8:56
  coaching.
• 8:57
  So
• 8:57
  therefore,
• 8:58
  it's
• 8:58
  made
• 8:59
  me
• 8:59
  realize
• 8:59
  that
• 8:59
  I
• 9:00
  need
• 9:00
  to
• 9:00
  step
• 9:01
  up
• 9:01
  and
• 9:01
  start
• 9:02
  speaking
• 9:02
  in
• 9:02
  bigger
• 9:03
  circles
• 9:03
  because
• 9:04
  it's
• 9:05
  all
• 9:05
  very
• 9:05
  well
• 9:05
  creating
• 9:06
  something,
• 9:07
  but
• 9:07
  if
• 9:07
  we're
• 9:07
  creating
• 9:08
  something
• 9:08
  that
• 9:08
  doesn't
• 9:09
  match
• 9:09
  the
• 9:09
  market
• 9:10
  needs,
• 9:10
  then
• 9:11
  it's
• 9:11
  kind
• 9:11
  of
• 9:11
  worrying
• 9:12
  for
• 9:13
  everyone
• 9:14
  who
• 9:14
  is
• 9:14
  investing
• 9:14
  in
• 9:15
  so
• 9:15
  of
• 9:15
  this
• 9:16
  additional
• 9:16
  coaching
• 9:17
  skills
• 9:17
  without
• 9:18
  also
• 9:19
  understanding,
• 9:20
  okay,
• 9:21
  we've
• 9:21
  got
• 9:21
  these
• 9:21
  amazing
• 9:22
  skills
• 9:23
  now,
• 9:23
  how
• 9:23
  can
• 9:23
  we
• 9:24
  match
• 9:24
  that
• 9:24
  with
• 9:24
  the
• 9:25
  market
• 9:25
  demand?
• 9:26
  So
• 9:27
  let's
• 9:27
  help
• 9:27
  you
• 9:27
  uncover
• 9:28
  your
• 9:28
  edge.
• 9:29
  Now,
• 9:30
  the
• 9:31
  river
• 9:31
  of
• 9:31
  Life
• 9:31
  exercise
• 9:32
  is
• 9:33
  something
• 9:33
  I
• 9:33
  read
• 9:33
  in
• 9:34
  Susan
• 9:35
  Painton's
• 9:35
  book,
• 9:36
  which
• 9:36
  is
• 9:36
  called
• 9:36
  the
• 9:36
  Business
• 9:37
  of
• 9:37
  Stories.
• 9:38
  It
• 9:38
  maps
• 9:39
  out
• 9:39
  key
• 9:39
  moments
• 9:40
  that
• 9:40
  shaped
• 9:40
  who
• 9:41
  you
• 9:41
  are
• 9:41
  and
• 9:41
  why
• 9:42
  you
• 9:42
  do
• 9:42
  this
• 9:42
  work.
• 9:43
  So
• 9:43
  I
• 9:43
  would
• 9:44
  recommend
• 9:44
  getting
• 9:45
  a
• 9:45
  piece
• 9:45
  of
• 9:45
  paper
• 9:45
  if
• 9:46
  you
• 9:46
  are
• 9:46
  at
• 9:46
  home
• 9:46
  or
• 9:47
  just
• 9:47
  reflecting
• 9:48
  now
• 9:48
  on
• 9:49
  the
• 9:49
  hard
• 9:49
  lessons
• 9:50
  you
• 9:50
  have
• 9:50
  learned
• 9:51
  along
• 9:51
  the
• 9:51
  way.
• 9:52
  A
• 9:52
  great
• 9:52
  way
• 9:53
  I
• 9:53
  do
• 9:53
  this
• 9:53
  inside
• 9:54
  my
• 9:54
  program
• 9:54
  is
• 9:55
  I
• 9:55
  divide
• 9:56
  up
• 9:56
  their
• 9:56
  life
• 9:57
  into
• 9:57
  really
• 9:57
  small
• 9:58
  chapters.
• 9:59
  So
• 9:59
  from
• 9:59
  0
• 10:00
  to
• 10:00
  5,
• 10:01
  5
• 10:01
  to
• 10:01
  10,
• 10:02
  10
• 10:03
  to
• 10:03
  20
• 10:04
  and
• 10:04
  really
• 10:05
  start
• 10:05
  to
• 10:05
  think
• 10:05
  what
• 10:06
  were
• 10:06
  the
• 10:06
  most
• 10:07
  important
• 10:07
  periods
• 10:08
  of
• 10:08
  that
• 10:09
  time
• 10:09
  for
• 10:10
  you
• 10:10
  and
• 10:10
  what
• 10:11
  did
• 10:11
  you
• 10:11
  learn?
• 10:12
  What
• 10:12
  setbacks
• 10:13
  forced
• 10:13
  you
• 10:14
  to
• 10:14
  grow?
• 10:15
  What
• 10:15
  people
• 10:16
  guided
• 10:16
  or
• 10:17
  blocked
• 10:17
  you?
• 10:18
  There
• 10:18
  is
• 10:18
  a
• 10:18
  lot
• 10:18
  of
• 10:18
  fuel
• 10:19
  from
• 10:19
  people
• 10:20
  who
• 10:20
  got
• 10:20
  in
• 10:21
  your
• 10:21
  way
• 10:21
  as
• 10:21
  well.
• 10:22
  So
• 10:22
  sometimes
• 10:23
  things
• 10:23
  aren't
• 10:23
  a
• 10:23
  negative,
• 10:24
  you
• 10:24
  can
• 10:24
  turn
• 10:25
  them
• 10:25
  into
• 10:25
  a
• 10:25
  positive.
• 10:26
  And
• 10:27
  what
• 10:27
  pivots
• 10:28
  led
• 10:28
  you
• 10:28
  to
• 10:28
  where
• 10:28
  you
• 10:28
  are
• 10:29
  today.
• 10:30
  These
• 10:30
  are
• 10:30
  the
• 10:31
  moments
• 10:31
  that
• 10:31
  will
• 10:32
  shape
• 10:32
  your
• 10:32
  philosophy
• 10:33
  as
• 10:33
  a
• 10:33
  coach
• 10:34
  and
• 10:34
  they
• 10:34
  are
• 10:35
  what
• 10:35
  makes
• 10:35
  you
• 10:35
  unique
• 10:36
  in
• 10:36
  this
• 10:36
  marketplace.
• 10:38
  So
• 10:38
  take
• 10:38
  the
• 10:38
  time
• 10:39
  to
• 10:39
  do
• 10:39
  this
• 10:39
  exercise
• 10:40
  properly.
• 10:41
  You
• 10:41
  will
• 10:41
  start
• 10:41
  to
• 10:42
  see
• 10:42
  patterns
• 10:43
  emerge,
• 10:44
  key
• 10:44
  themes,
• 10:45
  insights.
• 10:46
  Just
• 10:46
  like
• 10:46
  I
• 10:46
  did
• 10:46
  for
• 10:47
  my
• 10:47
  client
• 10:47
  last
• 10:48
  night
• 10:48
  when
• 10:48
  I
• 10:48
  reflected
• 10:49
  on
• 10:49
  her
• 10:49
  story
• 10:50
  and
• 10:50
  all
• 10:51
  of
• 10:51
  her
• 10:51
  qualifications
• 10:53
  and
• 10:53
  all
• 10:53
  of
• 10:53
  her
• 10:54
  background.
• 10:55
  So
• 10:55
  for
• 10:55
  example,
• 10:56
  she
• 10:56
  had
• 10:56
  founded
• 10:56
  a
• 10:57
  company,
• 10:57
  she
• 10:58
  had
• 10:58
  a
• 10:59
  master's
• 11:00
  in
• 11:00
  psychology,
• 11:01
  but
• 11:01
  all
• 11:01
  of
• 11:02
  that
• 11:02
  was
• 11:02
  kind
• 11:02
  of
• 11:02
  forgotten
• 11:03
  in
• 11:04
  this
• 11:04
  launch
• 11:05
  of
• 11:05
  her
• 11:05
  new
• 11:05
  business.
• 11:06
  So
• 11:07
  that
• 11:07
  is
• 11:07
  why
• 11:07
  I
• 11:07
  really
• 11:08
  love
• 11:08
  to
• 11:08
  think
• 11:08
  about
• 11:09
  how
• 11:09
  can
• 11:09
  we
• 11:10
  make
• 11:10
  that
• 11:11
  your
• 11:11
  absolute
• 11:12
  superpower.
• 11:14
  So
• 11:14
  let's
• 11:14
  move
• 11:15
  on
• 11:15
  to
• 11:15
  using
• 11:15
  your
• 11:16
  story
• 11:16
  in
• 11:16
  marketing.
• 11:17
  So
• 11:18
  once
• 11:18
  you
• 11:18
  have
• 11:19
  your
• 11:19
  key
• 11:19
  pivotal
• 11:20
  moments
• 11:20
  that
• 11:21
  led
• 11:21
  you
• 11:21
  to
• 11:21
  where
• 11:21
  you
• 11:21
  are
• 11:22
  now,
• 11:22
  think
• 11:23
  about
• 11:23
  sharing
• 11:23
  it
• 11:23
  on
• 11:24
  your
• 11:24
  website
• 11:25
  about
• 11:25
  page
• 11:26
  or
• 11:26
  bio.
• 11:26
  If
• 11:27
  you're
• 11:27
  using
• 11:27
  LinkedIn
• 11:28
  for
• 11:28
  example,
• 11:29
  instead
• 11:29
  of
• 11:29
  just
• 11:29
  listing
• 11:30
  your
• 11:30
  credentials,
• 11:31
  also
• 11:32
  share
• 11:32
  your
• 11:32
  journey.
• 11:33
  Ensure
• 11:34
  that
• 11:34
  you
• 11:34
  have
• 11:34
  an
• 11:34
  About
• 11:35
  Me
• 11:35
  page
• 11:35
  on
• 11:36
  your
• 11:36
  website.
• 11:37
  I'm
• 11:37
  always
• 11:37
  devastated
• 11:38
  when
• 11:38
  I
• 11:39
  see
• 11:39
  people's
• 11:39
  pages
• 11:40
  without
• 11:40
  and
• 11:40
  about
• 11:40
  me
• 11:41
  because
• 11:41
  that's
• 11:41
  all
• 11:42
  I
• 11:42
  want
• 11:42
  to
• 11:42
  know.
• 11:42
  I
• 11:42
  want
• 11:42
  to
• 11:43
  know
• 11:43
  their
• 11:43
  story.
• 11:43
  I
• 11:44
  want
• 11:44
  to
• 11:44
  know
• 11:44
  if
• 11:44
  they
• 11:44
  can
• 11:44
  definitely
• 11:45
  help
• 11:45
  help
• 11:45
  me.
• 11:46
  Your
• 11:47
  social
• 11:47
  media
• 11:47
  content
• 11:48
  is
• 11:48
  another
• 11:48
  place
• 11:49
  to
• 11:49
  share
• 11:49
  stories
• 11:50
  and
• 11:50
  create
• 11:51
  that
• 11:51
  connection.
• 11:52
  So
• 11:52
  instead
• 11:52
  of
• 11:53
  only
• 11:53
  producing
• 11:54
  generic
• 11:54
  tips
• 11:55
  post
• 11:55
  and
• 11:55
  I'm
• 11:56
  not
• 11:56
  saying
• 11:56
  they
• 11:56
  aren't
• 11:57
  useful,
• 11:57
  but
• 11:58
  I
• 11:58
  am
• 11:58
  saying
• 11:59
  also
• 11:59
  weave
• 12:00
  in
• 12:00
  those
• 12:00
  personal
• 12:01
  experiences
• 12:02
  that
• 12:02
  highlight
• 12:03
  your
• 12:03
  expertise
• 12:04
  in
• 12:04
  action.
• 12:05
  I
• 12:06
  did
• 12:06
  a
• 12:06
  great
• 12:07
  call
• 12:07
  last
• 12:07
  night
• 12:08
  on
• 12:08
  hooks
• 12:09
  for
• 12:09
  social
• 12:09
  media.
• 12:10
  So
• 12:10
  a
• 12:10
  hook,
• 12:10
  if
• 12:10
  you
• 12:10
  don't
• 12:11
  know
• 12:11
  already,
• 12:12
  is
• 12:12
  the
• 12:12
  first
• 12:13
  line
• 12:13
  or
• 12:13
  two
• 12:14
  as
• 12:15
  well
• 12:15
  as
• 12:15
  the
• 12:15
  image.
• 12:15
  Essentially
• 12:16
  anything
• 12:16
  you
• 12:17
  can
• 12:17
  see
• 12:18
  which
• 12:18
  helps
• 12:19
  them
• 12:19
  to
• 12:19
  stop
• 12:19
  and
• 12:20
  hit
• 12:20
  see
• 12:20
  more
• 12:21
  in
• 12:21
  your
• 12:21
  feed.
• 12:22
  And
• 12:23
  there
• 12:23
  are
• 12:23
  loads
• 12:23
  of
• 12:23
  variations
• 12:24
  of
• 12:24
  hooks,
• 12:25
  but
• 12:25
  one
• 12:25
  of
• 12:25
  them
• 12:26
  is
• 12:26
  starting
• 12:27
  with
• 12:27
  your
• 12:27
  credibility
• 12:28
  straight
• 12:28
  off.
• 12:29
  So
• 12:29
  for
• 12:29
  example,
• 12:30
  after
• 12:31
  20
• 12:31
  years
• 12:32
  in
• 12:32
  senior
• 12:32
  management
• 12:33
  at
• 12:33
  Google,
• 12:34
  here's
• 12:35
  what
• 12:35
  I
• 12:35
  learn
• 12:35
  or
• 12:36
  something
• 12:36
  that
• 12:37
  immediately
• 12:37
  gets
• 12:38
  across.
• 12:39
  Here's
• 12:39
  why
• 12:39
  you
• 12:39
  should
• 12:40
  listen
• 12:40
  to
• 12:40
  me.
• 12:41
  So
• 12:42
  think
• 12:42
  about
• 12:42
  how
• 12:42
  you
• 12:43
  can
• 12:43
  put
• 12:43
  a
• 12:43
  hook
• 12:43
  based
• 12:44
  post
• 12:44
  out
• 12:45
  There
• 12:45
  today,
• 12:46
  one
• 12:47
  of
• 12:47
  my
• 12:47
  favorite
• 12:47
  marketing
• 12:48
  thought
• 12:48
  leaders,
• 12:49
  Seth
• 12:49
  Godin,
• 12:50
  says
• 12:50
  you
• 12:51
  definitely,
• 12:51
  certainly
• 12:52
  and
• 12:53
  surely
• 12:53
  don't
• 12:53
  have
• 12:54
  time
• 12:54
  and
• 12:54
  money
• 12:55
  to
• 12:55
  build
• 12:55
  a
• 12:55
  brand
• 12:55
  for
• 12:56
  everyone.
• 12:57
  You
• 12:57
  can't.
• 12:58
  Don't
• 12:58
  try.
• 12:59
  Be
• 12:59
  specific.
• 13:00
  Be
• 13:01
  very
• 13:01
  specific.
• 13:02
  And
• 13:02
  that's
• 13:03
  exactly
• 13:03
  what
• 13:03
  we're
• 13:03
  talking
• 13:04
  about
• 13:04
  here.
• 13:05
  The
• 13:05
  more
• 13:05
  specific
• 13:06
  you
• 13:06
  are
• 13:06
  about
• 13:06
  your
• 13:07
  story,
• 13:07
  the
• 13:07
  more
• 13:08
  clearly
• 13:08
  you
• 13:08
  can
• 13:08
  stand
• 13:09
  out
• 13:09
  in
• 13:09
  that
• 13:10
  busy
• 13:10
  marketplace.
• 13:12
  I
• 13:12
  have
• 13:13
  so
• 13:13
  many
• 13:13
  clients,
• 13:14
  when
• 13:14
  they
• 13:14
  first
• 13:14
  start
• 13:14
  working
• 13:15
  with
• 13:15
  me,
• 13:15
  want
• 13:16
  to
• 13:16
  launch
• 13:17
  several
• 13:18
  businesses
• 13:18
  at
• 13:19
  the
• 13:19
  same
• 13:19
  time,
• 13:20
  despite
• 13:20
  the
• 13:20
  fact
• 13:20
  they've
• 13:21
  never
• 13:21
  launched
• 13:21
  one
• 13:22
  business
• 13:22
  yet.
• 13:23
  And
• 13:23
  I'm
• 13:23
  like,
• 13:24
  whoa,
• 13:24
  I'm
• 13:25
  exhausted
• 13:26
  running
• 13:26
  one
• 13:26
  business
• 13:27
  with
• 13:27
  one
• 13:27
  program.
• 13:29
  How
• 13:29
  do
• 13:29
  you
• 13:30
  intend
• 13:30
  to
• 13:30
  do
• 13:30
  this?
• 13:31
  Because
• 13:31
  every
• 13:31
  single
• 13:32
  niche
• 13:32
  is
• 13:32
  going
• 13:32
  to
• 13:33
  take
• 13:33
  a
• 13:33
  new
• 13:34
  marketing
• 13:34
  strategy.
• 13:35
  Every
• 13:35
  single
• 13:35
  offer
• 13:36
  is
• 13:36
  going
• 13:36
  to
• 13:36
  take
• 13:37
  a
• 13:37
  new
• 13:37
  marketing
• 13:38
  strategy.
• 13:39
  So
• 13:39
  for
• 13:39
  example,
• 13:40
  even
• 13:40
  me
• 13:40
  trying
• 13:41
  to
• 13:41
  squeeze
• 13:41
  in
• 13:41
  selling
• 13:42
  my
• 13:42
  online
• 13:43
  course,
• 13:43
  which
• 13:43
  is
• 13:43
  called
• 13:44
  Signature
• 13:44
  Solution,
• 13:45
  it's
• 13:45
  on
• 13:45
  sale
• 13:46
  now
• 13:46
  until
• 13:46
  Sunday
• 13:47
  at
• 13:47
  30%
• 13:48
  off.
• 13:48
  If
• 13:48
  you
• 13:49
  haven't
• 13:49
  heard
• 13:49
  the
• 13:49
  pre
• 13:49
  roll,
• 13:50
  but
• 13:50
  that's
• 13:50
  actually
• 13:51
  been
• 13:51
  really
• 13:51
  hard
• 13:52
  to
• 13:52
  find
• 13:52
  a
• 13:52
  five
• 13:52
  day
• 13:53
  window
• 13:53
  where
• 13:53
  I'm
• 13:53
  not
• 13:54
  already
• 13:54
  promoting
• 13:55
  something
• 13:55
  else
• 13:56
  in
• 13:56
  my
• 13:56
  life.
• 13:57
  And
• 13:57
  bear
• 13:58
  in
• 13:58
  mind,
• 13:58
  I
• 13:58
  sell
• 13:59
  one
• 13:59
  thing
• 14:00
  to
• 14:00
  one
• 14:00
  person
• 14:01
  the
• 14:01
  majority
• 14:02
  of
• 14:02
  the
• 14:02
  time.
• 14:03
  So
• 14:04
  yes,
• 14:04
  do
• 14:05
  what
• 14:05
  you
• 14:05
  like,
• 14:06
  but
• 14:06
  know
• 14:06
  that
• 14:07
  it's
• 14:07
  going
• 14:07
  to
• 14:07
  be
• 14:08
  really
• 14:08
  hard
• 14:08
  if
• 14:09
  you
• 14:09
  haven't
• 14:09
  got
• 14:09
  much
• 14:10
  time
• 14:10
  and
• 14:11
  if
• 14:11
  you
• 14:11
  haven't
• 14:11
  got
• 14:11
  much
• 14:12
  money,
• 14:12
  then
• 14:13
  how
• 14:14
  are
• 14:14
  you
• 14:14
  intending
• 14:14
  to
• 14:15
  do
• 14:15
  this?
• 14:15
  So
• 14:16
  listen
• 14:16
  in
• 14:16
  again,
• 14:17
  I
• 14:17
  will
• 14:17
  repeat
• 14:18
  it.
• 14:18
  Seth
• 14:18
  Godin
• 14:19
  says
• 14:19
  you
• 14:20
  definitely,
• 14:21
  certainly
• 14:21
  and
• 14:22
  surely
• 14:22
  don't
• 14:23
  have
• 14:23
  time
• 14:23
  and
• 14:23
  money
• 14:24
  to
• 14:24
  build
• 14:24
  a
• 14:25
  brand
• 14:25
  for
• 14:25
  everyone.
• 14:26
  You
• 14:26
  can't.
• 14:27
  Don't
• 14:27
  try.
• 14:28
  Be
• 14:28
  specific.
• 14:29
  Be
• 14:30
  very
• 14:30
  specific.
• 14:32
  Okay,
• 14:33
  so
• 14:33
  I
• 14:33
  think
• 14:33
  I've
• 14:33
  gone
• 14:34
  off
• 14:34
  on
• 14:34
  a
• 14:34
  lot
• 14:34
  of
• 14:34
  tangents
• 14:35
  in
• 14:35
  this
• 14:35
  episode,
• 14:36
  so
• 14:36
  here's
• 14:37
  what
• 14:37
  I
• 14:37
  would
• 14:37
  love
• 14:37
  you
• 14:37
  to
• 14:38
  do
• 14:38
  next.
• 14:39
  Take
• 14:39
  15
• 14:40
  minutes
• 14:40
  today
• 14:40
  to
• 14:41
  do
• 14:41
  that
• 14:41
  river
• 14:41
  of
• 14:41
  Life
• 14:42
  exercise.
• 14:42
  You
• 14:43
  can
• 14:43
  draw
• 14:43
  a
• 14:43
  river
• 14:44
  from
• 14:44
  the
• 14:44
  top
• 14:45
  of
• 14:45
  your
• 14:45
  piece
• 14:45
  of
• 14:45
  paper
• 14:46
  to
• 14:46
  the
• 14:46
  bottom
• 14:47
  and
• 14:47
  really
• 14:47
  think
• 14:48
  about
• 14:48
  your
• 14:48
  life
• 14:49
  in
• 14:49
  those
• 14:49
  early
• 14:50
  stages.
• 14:51
  Maybe
• 14:51
  from
• 14:52
  0
• 14:52
  to
• 14:52
  10,
• 14:53
  10
• 14:53
  to
• 14:53
  20,
• 14:54
  20
• 14:54
  to
• 14:55
  30,
• 14:55
  30
• 14:56
  to
• 14:56
  40,
• 14:56
  obviously,
• 14:57
  depending
• 14:57
  on
• 14:57
  how
• 14:57
  old
• 14:58
  you
• 14:58
  are.
• 14:59
  Keep
• 14:59
  going.
• 15:00
  Think
• 15:00
  about
• 15:00
  those
• 15:01
  key
• 15:01
  things
• 15:01
  that
• 15:01
  stand
• 15:02
  out,
• 15:03
  what
• 15:03
  drove
• 15:04
  you,
• 15:04
  what
• 15:05
  experiences
• 15:05
  really
• 15:06
  shaped
• 15:06
  you
• 15:08
  and
• 15:08
  start
• 15:08
  thinking
• 15:08
  about
• 15:09
  how
• 15:09
  you
• 15:09
  can
• 15:10
  weave
• 15:10
  those
• 15:10
  themes
• 15:11
  into
• 15:11
  your
• 15:11
  content,
• 15:12
  website
• 15:12
  and
• 15:13
  marketing.
• 15:14
  This
• 15:15
  is
• 15:15
  branding
• 15:16
  101
• 15:17
  and
• 15:17
  how
• 15:17
  we
• 15:17
  can
• 15:18
  make
• 15:18
  you
• 15:18
  unique.
• 15:20
  And
• 15:20
  in
• 15:20
  a
• 15:20
  future
• 15:21
  episode
• 15:21
  I
• 15:22
  will
• 15:22
  cover
• 15:22
  AI
• 15:23
  and
• 15:23
  how
• 15:23
  you
• 15:23
  can
• 15:24
  use
• 15:24
  it
• 15:24
  to
• 15:24
  refine
• 15:25
  and
• 15:25
  scale
• 15:25
  your
• 15:26
  business
• 15:26
  without
• 15:27
  losing
• 15:27
  that
• 15:28
  personal
• 15:28
  touch.
• 15:29
  It's
• 15:29
  another
• 15:29
  area
• 15:30
  I've
• 15:30
  been
• 15:30
  going
• 15:31
  big
• 15:31
  on
• 15:31
  lately
• 15:32
  and
• 15:32
  there
• 15:33
  is
• 15:33
  a
• 15:33
  lot
• 15:33
  of
• 15:34
  worry
• 15:34
  in
• 15:34
  the
• 15:34
  marketplace.
• 15:35
  But
• 15:36
  I
• 15:36
  shared
• 15:36
  on
• 15:36
  this
• 15:37
  call
• 15:37
  yesterday
• 15:38
  that
• 15:39
  you
• 15:39
  can
• 15:39
  be
• 15:40
  concerned.
• 15:41
  But
• 15:41
  if
• 15:42
  you
• 15:42
  aren't
• 15:42
  using
• 15:43
  AI
• 15:43
  to
• 15:44
  market
• 15:44
  your
• 15:44
  business,
• 15:45
  you
• 15:45
  will
• 15:46
  be
• 15:46
  left
• 15:46
  behind
• 15:47
  because
• 15:47
  you
• 15:48
  just
• 15:48
  can't
• 15:48
  move
• 15:49
  fast
• 15:49
  enough,
• 15:50
  you
• 15:50
  can't
• 15:50
  produce
• 15:50
  quick
• 15:51
  enough,
• 15:51
  you
• 15:51
  can't
• 15:52
  produce
• 15:52
  the
• 15:52
  volume
• 15:53
  required
• 15:54
  compared
• 15:54
  to
• 15:54
  people
• 15:55
  who
• 15:55
  are
• 15:56
  leaning
• 15:56
  into
• 15:57
  AI.
• 15:58
  So
• 15:58
  I
• 15:58
  hope
• 15:58
  that
• 15:59
  was
• 15:59
  helpful.
• 15:59
  If
• 15:59
  you
• 16:00
  want
• 16:00
  to
• 16:00
  up
• 16:00
  your
• 16:01
  marketing
• 16:01
  game,
• 16:01
  think
• 16:02
  about
• 16:02
  a
• 16:02
  diamond
• 16:03
  and
• 16:03
  how
• 16:03
  we
• 16:03
  build
• 16:04
  in
• 16:05
  hundreds
• 16:05
  of
• 16:05
  edges
• 16:06
  into
• 16:06
  your
• 16:07
  business
• 16:07
  so
• 16:07
  you
• 16:07
  build
• 16:08
  that
• 16:08
  cohesive
• 16:09
  brand
• 16:09
  that
• 16:10
  people
• 16:10
  think
• 16:10
  Ah,
• 16:11
  this
• 16:11
  is
• 16:11
  why
• 16:11
  she
• 16:12
  stands
• 16:12
  out
• 16:13
  then
• 16:13
  this
• 16:13
  is
• 16:13
  what
• 16:14
  I
• 16:14
  do
• 16:14
  inside
• 16:14
  my
• 16:15
  program
• 16:15
  the
• 16:15
  Business
• 16:15
  of
• 16:16
  Coaching.
• 16:16
  You
• 16:17
  will
• 16:17
  find
• 16:17
  the
• 16:17
  link
• 16:18
  and
• 16:18
  all
• 16:18
  of
• 16:18
  the
• 16:18
  details
• 16:19
  in
• 16:19
  the
• 16:19
  show
• 16:19
  notes
• 16:20
  and
• 16:20
  feel
• 16:21
  free
• 16:21
  to
• 16:21
  drop
• 16:21
  me
• 16:21
  a
• 16:22
  message
• 16:22
  on
• 16:22
  joannaoannalottcoaching.com
• 16:25
  if
• 16:26
  you
• 16:26
  have
• 16:26
  any
• 16:26
  specific
• 16:27
  questions
• 16:27
  and
• 16:28
  I
• 16:28
  will
• 16:28
  get
• 16:29
  back
• 16:29
  to
• 16:29
  you
• 16:29
  on
• 16:29
  how
• 16:30
  I
• 16:30
  can
• 16:30
  best
• 16:31
  serve
• 16:31
  you.
• 16:32
  Like
• 16:32
  I
• 16:33
  say
• 16:33
  at
• 16:33
  the
• 16:33
  end
• 16:33
  of
• 16:33
  every
• 16:34
  episode,
• 16:34
  trust
• 16:35
  yourself,
• 16:35
  believe
• 16:35
  in
• 16:36
  yourself,
• 16:36
  and
• 16:36
  be
• 16:37
  the
• 16:37
  wise
• 16:37
  gardener
• 16:38
  who
• 16:38
  keeps
• 16:38
  on
• 16:38
  watering
• 16:39
  the
• 16:39
  seeds.
• 16:40
  Thank
• 16:40
  you
• 16:40
  so
• 16:41
  much
• 16:41
  for
• 16:41
  listening
• 16:42
  to
• 16:42
  this
• 16:42
  episode
• 16:42
  of
• 16:43
  Women
• 16:43
  in
• 16:43
  the
• 16:43
  Coaching
• 16:44
  Arena.
• 16:45
  I
• 16:45
  have
• 16:45
  a
• 16:45
  mass
• 16:46
  of
• 16:46
  free
• 16:46
  resources
• 16:47
  on
• 16:47
  my
• 16:48
  website
• 16:48
  JoannaLot
• 16:50
  coaching.com
• 16:51
  that's
• 16:52
  Joanna
• 16:52
  with
• 16:52
  an
• 16:53
  A
• 16:53
  and
• 16:53
  Lott
• 16:54
  with
• 16:54
  two
• 16:54
  T's
• 16:55
  JoannaLOPTScoaching.com
• 16:57
  and
• 16:58
  I'll
• 16:58
  also
• 16:58
  put
• 16:58
  links.
• 16:59
  In
• 16:59
  the
• 16:59
  show
• 16:59
  notes
• 17:00
  below.
• 17:01
  Let
• 17:01
  me
• 17:01
  know
• 17:02
  if
• 17:02
  you
• 17:02
  found
• 17:02
  this.
• 17:02
  Episode
• 17:03
  useful,
• 17:04
  share
• 17:04
  it
• 17:04
  with
• 17:04
  a
• 17:04
  friend
• 17:05
  and
• 17:05
  leave
• 17:05
  me
• 17:06
  a
• 17:06
  review
• 17:06
  and
• 17:06
  I.
• 17:07
  Will
• 17:07
  personally
• 17:08
  thank
• 17:08
  you
• 17:08
  for
• 17:08
  that.
• 17:10
  Remember
• 17:10
  to
• 17:10
  trust
• 17:11
  yourself,
• 17:11
  believe
• 17:12
  in
• 17:12
  yourself,
• 17:12
  and
• 17:13
  be
• 17:13
  the
• 17:13
  wise
• 17:13
  gardener
• 17:14
  who
• 17:14
  keeps
• 17:14
  on
• 17:15
  watering
• 17:15
  the
• 17:15
  seed.
• 17:16
  Get
• 17:17
  into
• 17:17
  the
• 17:17
  arena,
• 17:18
  dare
• 17:18
  greatly
• 17:18
  and
• 17:19
  try.