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356: Why Being Great at What You Do Isn't Enough (and What to Do Instead) · Unshakeable with Human Design - A Human Design For Business Podcast

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  Nicole Laino: Welcome to Unshakeable with Human Design, the show dedicated
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  to helping entrepreneurs use human design to shift from hustle to
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  flow without sacrificing results.
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  Come here to become an unshakeable human and build an unshakeable business
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  according to your human design.
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  I'm your host, Nicole Laino.
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  Hello, and welcome to Unshakeable with Human Design, everybody.
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  I'm your host, Nicole Lano.
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  It's you and me today.
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  We have the Authority Accelerator Masterclass going on right now, which
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  is my free masterclass where I teach you how to build an aligned and profitable
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  business according to your human design.
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  If you're interested in that, please join us.
• 0:43
  Replays are up until March 12th.
• 0:45
  So if you were listening to this before March 12th, you could
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  still get in on the action.
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  All you have to do is go to my Instagram, DM me the word masterclass, I'm at Nicole
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  Laino official, and we will register you right there in the DMs and send you
• 0:57
  a link to watch the replays right away so that you can start to catch up with
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  us, or you can go to nicole laino.com forward slash masterclass, and you can
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  register right there on the website.
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  That'll still be up for you.
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  Cause today we're going to talk about, this is something that I think a lot
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  of entrepreneurs struggle with, and I think that it's a concept that might
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  ruffle some feathers when I say this, but we're going to talk about why
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  being good at what you do or being even great at what you do isn't.
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  Enough and what you should focus on and how you can get out of this rut that you
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  might feel that you're in Where you feel like you are the best kept secret that
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  if you could only get people to see you Then you would have this great business
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  You'd be financially free you'd be making an impact and I see so many talented
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  special really amazing entrepreneurs They tell me that they hate marketing.
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  And I used to say this too.
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  They say things like, if I could only just coach and not have to market myself.
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  I feel like I'm doing all the things.
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  I feel like I'm showing up and I hate it so much because I'm.
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  Not getting the results that I want.
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  People aren't responding to me.
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  I don't have people in my DMs asking how they can work with me.
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  I don't have people responding, filling up the forms on my website or emailing
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  me or anything like that, and they're not responding to the things that I send them.
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  They're not clicking my links.
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  What's going on?
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  And it's defeating.
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  And I'm going to say something here that might trigger some people, but
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  it isn't marketing that's the problem.
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  It's that you don't know how to sell yourself.
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  If you're saying any of those things, it isn't the fact that social
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  media is the problem, or that the algorithm is not kind to you, or
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  people aren't opening emails anymore.
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  That's not it.
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  You don't know how to market yourself.
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  You don't know how to sell yourself.
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  And when we suck at something, we typically tend to shy away from it.
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  We tend to not try to really get better at it because we've accepted.
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  And this is why it's so important to understand how you speak to yourself.
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  The words that we say matters.
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  I say this to my clients all the time.
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  I don't allow them to speak about themselves and to themselves this way.
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  And I call them out on it because it is so, so damaging
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  to the way that we show up.
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  If we show up saying things like, I'm not good at marketing.
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  I hate marketing.
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  I hate Instagram.
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  Instagram is not my favorite place to spend time.
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  I'm not going to say that I have the best time creating content, just because,
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  honestly, there's usually a lot of technical things, like how long it takes
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  to actually put something in Canva.
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  Like, it takes a while.
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  And I'd rather spend my time doing other things.
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  But I don't hate Instagram.
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  I don't hate social media because the truth is is that
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  it drives sales to my business.
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  If I post more on Instagram, I make more money.
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  That's just how it works.
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  So that changes my relationship with it, right?
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  I don't look at it like this worthless thing in my life.
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  It's not where most of my business comes from.
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  My business mostly comes from this podcast.
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  But it's also because this podcast is created and positioned
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  in a very specific way.
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  And I know how to sell myself.
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  I know how to sell my services.
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  And this is something that I'll hear from entrepreneurs a lot.
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  They'll say, you know, well, I've done messaging work and I've worked
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  on my message and they'll blame social media and they'll blame a
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  podcast that nobody's listening.
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  I don't know how to grow it.
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  But even when I meet people in person, even when I met entrepreneurs
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  in person and I asked them what they do and I asked them to tell me
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  about their business or when I do.
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  Clarity calls with people who book calls with me to talk
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  about my programs and what I do.
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  I always ask them what they do and how they help and
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  tell me about their business.
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  And the two things that shocked me, they don't really shock me
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  anymore, but I nod my head and I'm like, okay, well, there we go.
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  That's a problem that we have to fix because they can't tell me definitively
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  who they help or how they help them.
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  And I don't mean giving me like a perfect, I help statement.
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  I really don't care about that necessarily, but they can't really
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  describe to me how they help, or they're speaking in such jargon and they're
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  telling me what their credentials are and what their certifications are.
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  They're not actually telling me how they help a person, right?
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  And if you can't do that, you can't get a person to pay you because
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  they're like, okay, I don't know if I need a level three Reiki healer.
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  I don't know what Reiki does.
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  I don't know what it can do for me.
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  Oh, it's some energy thing.
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  What can you help me with as a Reiki healer?
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  What would Reiki do for me and my life that I'm going to exchange my hard earned
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  money with you for that service, right?
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  So that aspect of it, but it also destroys your confidence, destroys your
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  confidence when you can't articulate it.
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  I watch these powerful, special talent people shrink before me.
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  And just sort of their whole energy and body demeanor and everything changes
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  and shrinks because on some level, they know, I don't know how to say this.
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  I know I'm really good at something, but I don't know how to say it.
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  So I'm going to tell you another thing that I see that's a problem, but then
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  I'm going to tell you how we fix this.
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  I'm going to tell you, I have something that I do with my clients that helps
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  beyond All other things that we do, because most programs and messaging
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  programs will take you through, it'll take you through the problems and desires,
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  which feels pretty run of the mill, right?
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  Tell me what problems you solve, tell me what problems your audience
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  has, and how you solve them.
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  Sounds pretty simple.
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  But I actually take my clients through a process that helps
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  them understand what they do.
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  And that's often left out of messaging work.
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  That's often not gone through.
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  You just get a questionnaire asking you about problems and desires
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  of your audience, but it doesn't really talk to you about your
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  process or help you work that out.
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  And the process that we use inside my business, my design mentorship,
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  I take you through a process to Help you understand your expertise
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  and also how you package it.
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  So it helps to strengthen your offer and it builds your message.
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  So I'm going to share that with you in just a minute, but I'm going to talk
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  about the other thing that I notice a lot of entrepreneurs having a problem
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  with is that when I ask them how they get clients and how they bring clients
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  in, they don't have a process for it.
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  These are two fundamental problems that happen with pretty much, I'm
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  going to say, 85, 90 percent of the entrepreneurs I speak with.
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  They can't tell me what they do.
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  And when I ask them how they bring in clients, they say, well, I don't really.
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  And that's not me bad mouthing anybody.
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  But when we then look at why our business isn't working, we have to look
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  at some of these strategic elements.
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  And then I know that sometimes we can feel like we need healing
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  and we look to systems like human design to help us with the healing.
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  And I believe in that, but we have to heal.
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  and do.
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  We can't disappear.
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  A lot of people hide in healing.
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  I used to do that too.
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  I was like, Oh, I just wasn't ready to move.
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  And that was a cop out and that was an excuse.
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  And that was me hiding from the work that I really needed to
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  do that made me uncomfortable.
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  And this is the work that makes a lot of people uncomfortable,
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  which is why I'm calling it out.
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  Having a system to bring in clients.
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  A lot of people don't know how to build one.
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  So they get overwhelmed by it and then they hide someplace else.
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  So.
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  Making these two things a priority, because being great
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  at what you do is not enough.
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  You have to be able to articulate it, tell people what you can do for them,
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  and then have a process for bringing them into your world as a paid customer.
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  I know it sounds simple, but there's a lot that goes into this.
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  And a key aspect that I have that helps with The first part, exponentially,
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  it is a huge part of what we do in helping you articulate what you do and
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  building your offer so that you can move clients into it is a framework,
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  building out your signature framework and doing it in a way that makes
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  sense from a messaging standpoint.
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  So really digging into your process.
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  Most entrepreneurs, particularly ones in the transformational space,
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  don't know what their process is.
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  They just do it with people, which is why working one on one with people can work.
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  Because you're just asking them questions and then you're like, Oh,
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  well, here, I'll take this tool out of my toolbox and I'll use it on you.
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  Here, I'll give you this exercise.
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  Here, I'll help you this way.
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  And that's a great place to start is with that one on one work.
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  But as you get bigger, you're going to want to Bring people in.
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  You're also, if you get that one on one client, a lot of
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  times it's from a referral.
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  You never sold yourself to that person.
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  Somebody else sold you to that person.
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  And that's wonderful, but we can't count on that necessarily
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  as much as we would like to.
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  That's not predictable enough for me.
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  I need to know that I can make sales happen so that I know what
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  my profit will be, and I know what I can bring home to my family.
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  That is my boundary.
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  I need to know, I can't just wait for somebody to refer me.
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  I can ask for referrals and I can try to drive people to them,
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  but I'm not going to count on my business running off of referrals.
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  That'd be crazy to me.
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  So you have to have a way of selling yourself.
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  When I made Learning to sell myself, my number one priority,
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  then sales calls became less intimidating and also less important.
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  Once I had certain aspects down where I started to understand my framework,
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  which is what I take you guys through in the Authority Accelerator Masterclass,
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  I take you through my framework.
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  Once I understood how I helped, what was the process that Got people the result
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  that I'm promising, which is to help people build an aligned and profitable
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  business, to bring you to your first six figures and to have your business
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  be built to scale beyond six figures.
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  These are the steps that you go through.
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  And then I know how to do that.
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  It was a way that we do it inside the program.
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  We do it from a place of messaging first.
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  So it's all about being able to align the things that you are helping people
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  with, the things in your framework.
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  With the messaging elements that you need to sell the framework.
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  It's not just about talking about the tools that you use.
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  It's not just about saying, well, I use EFT.
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  Why do you use it?
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  How would you explain this to somebody?
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  And we take you through that.
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  And when you have that, it becomes your Bible.
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  And when you have that, you suddenly know how to sell yourself,
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  and your whole energy changes.
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  And that's how you start to magnetize people, but then also
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  once they're magnetized and they're paying attention to you.
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  Then you can actually be giving them solid evidence and a clear path to
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  this is how I get that result for you.
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  Do you want this?
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  Excellent.
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  Here, let me explain to you how I do that.
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  And here's why that's so important now, more than it was even a few years ago.
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  We are in.
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  A time where so many people have invested in coaches, programs, and made other
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  investments that haven't really paid off.
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  They haven't really delivered on the promise.
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  People blindly bought a lot of things.
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  They just bought the line.
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  They bought whatever it was you said you were going to do.
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  They just bought it because it sounded good.
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  They liked you.
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  There were a lot of people who bought purely from magnetism a few years ago.
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  They were just like, wow, she's just, she's got so much power.
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  She's so sexy.
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  She's got these pictures.
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  She's got this.
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  I want to learn from her.
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  I will pay her 10, 000 for this three month program.
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  Purely based on the fact that she's so magnetic.
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  But now, having been down that road, people are smarter.
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  They are more discerning, is how I look at it.
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  The buyers right now are more careful.
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  I hear from almost every single person I talk to.
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  I've invested in a lot in the past.
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  I'm definitely cautious because I've invested, they're either worried
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  about themselves, that they're not going to deliver on their own promise
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  to themselves, or then they'll let themselves down, or that the coach will.
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  So when you can explain to somebody, The process that you will take them through.
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  Here, let me tell you how we get results.
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  Let me break this down for you.
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  That makes them, the client, feel like they can get their head around
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  that where they're like, okay, I get what we're going to do.
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  I believe in that.
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  I believe I will do that.
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  I believe you will hold me through that and help me do it.
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  And they believe in you, that you actually know what you're doing and
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  that what you're talking about is real.
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  Because so many people were bullshitting for so long and people bought bullshit.
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  And we don't want to be those people.
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  There's such a huge opportunity here in this market to be coach, a service
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  provider of integrity, and to have you, you be known for that in your space.
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  I like to think that I hold that position.
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  Certainly with my clients, they know that what we do together,
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  they are changing their lives.
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  And I hear that from them consistently, and they have the tools that
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  they need within the program, and they know where they're going.
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  And if they don't, they ask, because that's the type of setup we have.
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  So when you have something built out, and it's carefully thought out, and you
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  can articulate it, you both set your clients at ease, and you make them believe
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  in you, because you're not winging it.
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  And a lot of coaches right now, a lot of people, they're winging it.
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  And you might be wonderful at what you do, But it's going to be hard for people
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  to trust that if you're asking them to invest any significant amount of money.
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  It can be hard for them to invest that with you if you can't explain
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  to them how you're going to deliver.
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  And so I hope that this was helpful.
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  I hope it made you feel Empowered to nail down your process, to put
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  words to it, to understand it.
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  And yes, human design and these other tools, they play a huge role in it.
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  In my world, it's your magic that goes into this.
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  We don't lose who you are, but you do have to be able to put words to your magic.
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  And that is how you get people to pay you, okay?
• 15:17
  So I hope you found this helpful.
• 15:18
  If you want to see a deeper dive into my whole framework and how I explain
• 15:22
  things, and how I take people and how I get people results, please join the
• 15:26
  Authority Accelerator Masterclass.
• 15:27
  It's still going on until March 12th.
• 15:29
  You can watch the replays.
• 15:31
  Please join us.
• 15:32
  Come on over, you can reach out if you have any questions and we'll send you
• 15:35
  an email right away with the links to the replays if you sign up right now.
• 15:39
  So thanks for letting us help you today.
• 15:41
  Thank you for being here with us.
• 15:42
  And remember in order to have an unshakable, you must first
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  become an unshakable human.
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  So thanks for letting us help you become unshakable with human design, everybody.
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  We will see you next time.
• 15:52
  If you love this episode and you're a fan of the show, please show
• 15:54
  us the love on iTunes, Spotify, or wherever you're listening to
• 15:57
  the show and leave us a review.
• 15:58
  And if you'd like to connect with other entrepreneurs on their human
• 16:01
  design journey, join our free Facebook community, Human Design for Entrepreneurs.
• 16:06
  Go to nicolelaino.
• 16:07
  me forward slash podcast links to join the group, book a human
• 16:11
  design reading with me, or access our free human design resources.
• 16:15
  We'll see you there.