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178 - The Secret to Fast Growth · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are a B2B service based business owner and you are
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  looking to gain clients, create more impact and more new in your
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  business to amplify your marketing message Campbell
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  Rappin and take you through the buyers mastering your marketing
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  and making offer consistently well on the inside.
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  We are coming in hot today about a truth you're not gonna love
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  and you need to hear it. I'm going to be talking about
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  the secret to fast growth. If you're a business owner, a
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  solopreneur, an emerging entrepreneur who is already in
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  momentum, you are recognizing that real discomfort when your
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  biggest dream has turned into a nightmare.
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  What do I mean by that? You know when you first started
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  your business and you were like, if I could just find my next
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  client with certainty, with predictability, I would be
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  living it. That business owner bad ass
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  dream? Well, you got what you wanted,
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  except for now. The idea of another client and
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  the capacity you're serving feels like, Oh my God, how will
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  I do this? And so chances are you're
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  starting to sabotage your business, even though growth is
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  what you want. And today this love letter,
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  today's episode is going to show you how to get the fast growth.
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  Whether you are sprinting for your first 100K, you're trying
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  to transition from emerging to growth from that 100K to 2:50 to
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  1/2 a million and half a million beyond.
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  Here's the controversy piece. The fewer things you do, the
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  fewer people you serve, the faster you will grow.
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  And you're like, wow, Christine, I don't wanna do that, right?
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  You just threw your toys out of the sandbox.
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  I just saw it. Well, I'm going to show you how
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  you do this and how you transition.
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  Because when we're working with our clients who are in high
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  growth, it is about remembering to shift gears from being either
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  the owner operator to the CEO or from transitioning ourselves as
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  the client delivery mechanic from employee to business owner.
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  And This is why you feel like you're drowning is because
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  you're trying to stay in the role that doesn't serve the
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  level of growth you are at. It's uncomfortable.
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  It's where sabotage gets really creative.
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  And truthfully, it's optional. So anytime we're working with
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  clients to transition to their next level, I go back to the
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  foundations of what do I think a level should look like.
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  I tell clients if you think of your business as 100% whole,
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  your financial goals should be set at 80%.
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  So if you want to make 100K, well, then your goal has to be
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  120 because at 120 goal at 80% you're hitting 100K revenue.
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  Why do I do that? Well, the first thing is because
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  I want you to be sustaining your momentum.
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  And if you sustain 100%, a hundred percent, 100 percent,
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  100%, you will flame out and go over the edge.
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  But if I sat you at 80%, 80% is breathing room.
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  And breathing room is important for two key growth mechanics.
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  Number one, I need you to be taking time out of your business
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  because you should reward yourself with vacation.
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  You should reward yourself with just thinking space.
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  And here's the kicker, life is going to life at you.
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  And whether you take the time or want to take the time, it will
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  require you to take the time. And at 80%, when you do that,
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  you still have your cash flow met, your goals met, and your
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  breathing room so we don't spiral down.
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  Second thing I love about the 80% rule in my mind is that at
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  80%, you still have reserve. You have reserve resources, you
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  have reserve capital, you have reserve in your toolkit.
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  So when you walk to an unexpected opportunity or one
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  opportunity comes your way that you didn't see coming fast, you
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  can quickly say yes, you can quickly get moving and you can
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  move to the 100%, live at that 100% until you can settle the
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  resources at a new 80. And so that's what I coach on.
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  That's what I live, why I always want to have fuel in the tank.
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  And I know as I pursue the next level, that stepping stone too
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  fast growth. I have to transition from what I
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  was doing to a new level because what got me here will not
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  sustain me there. So how do you sustain a new
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  level of growth? How do I raise that bar?
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  Well, there's five steps and I'm going to take you through them
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  today. The first one, the overarching
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  principle, is fewer things, fewer people, more dollars.
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  OK, we're talking elegant simplicity here, and every
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  pathway has to be simplified. So we start with #1 who are the
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  core customers that provided the 80%?
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  What's the product? What's our profitability?
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  What's our ease to serve them? Who advocates for people to get
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  to that program? Who promotes that program
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  because it's easy, understood and the result very clearly
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  defined. I need to go back and audit my
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  sales process, my marketing spend and how we talk about our
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  business to ensure we're leaning into the core because chances
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  are you said yes to so many things.
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  You started to create a debris field and that includes both
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  offers and clients. You've said yes to opportunities
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  you should have declined. You said yes to clients you
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  should have not extended offers to, and it's time to clean
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  house. So step number 2 is to shed any
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  and all bad fits that do not meet the dream client profile,
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  the dream core offer and we transition and clean house.
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  How do we do that? Well, I'm not suggesting you
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  fire clients. I am suggesting you build an
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  exit strategy. So natural attrition and
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  graduating out of programs can be a great way to naturally
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  clean house. But that means is you do not
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  intend to make a next offer to somebody who's no longer a fit
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  with your services. I would invite you 100% to
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  support that client beyond that service commitment.
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  Refer it if there's Rachel, take a revenue share of that
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  referral, but let them graduate, let them complete their program
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  and don't engage an offer a next step directly with you.
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  You can also raise the bar of your rate so that anybody knew
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  coming into your business sets at a new standard.
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  You can really think about your discounting and bonus strategy,
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  streamline, put time limiters on place, think about the energy
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  and support you spend and filter, filter and be a badass
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  filterer. Because you want to boost the
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  quality and ensure congruency to the right offer, to the right
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  fit, to the right volume. And you want to be seen as a
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  destination for fast decision makers because that's ultimately
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  how to amp up your growth fast. The third thing I want you to do
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  is really go through your offers.
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  Slim it down. And I watched all of you just
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  go, oh, I think it just threw up.
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  I mean it. I'm serious about this.
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  Slimmed down your offers. You have tried a bunch of
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  different things and you had some middling success with many.
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  You had no success with others and great success with the few.
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  I want you to slim it down. You've tested and you've
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  learned. Take the lesson, You want to use
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  your resources effectively focusing on the high profit,
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  high price, high result destination category offers.
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  So yes, I'm going to say it again, slim down your offer set.
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  You wanna go back to the very basics that you start with is
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  like, who do I want to be known for?
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  You want to be known for your one core offer.
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  Your one core offer makes you easy to advocate for, easy to
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  refer, easy to be successful at transitioning interest to offer
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  to. Yes, paid client #4 is.
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  You need to reduce the complexity of both how you run
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  your business and your process for delivery.
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  Capacity becomes hard because complexity occurs when we are
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  not focused on the systems. But systems and standardization
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  are what you get known for, and so it is time to really
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  challenge the must deliverables, those extra wow moments and the
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  stuff that's just clutter where you can delegate or you can
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  simply remove, remove. And where it's very high touch.
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  You need to stay high focused #5 I want you to get crystal clear
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  on your standards, not the processes here, but the
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  embodiment of of your brand. What do you stand for as a brand
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  promise? What do you want to be known
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  for? What is your delivery standard?
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  How do you communicate value? How can you quantify value and
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  results? What's the benefit so that you
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  can stay not only clear in your true north if you're a
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  solopreneur, but you can make sure everybody who touches your
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  business gets it from a vision perspective and lives it from a
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  delivery perspective. It's time to slow down and to
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  take stock. So the secret to fast growth is
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  in fact simplicity. Your next level of 80%, whether
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  you're going from your first 100K to 2:50 to half a million
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  to 1,000,000 or beyond, comes from fewer things, fewer people,
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  higher profit, higher results. And when you do that, it is
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  easier. Not effortless, just easier to
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  sustain growth. And I want you to really get
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  clear about that 80% analogy because the wobbling growth is
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  normal. You're stretching, you're
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  uncertain, you're trying, you're iterating, and it's going to be
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  hugely conflicting, hugely uncomfortable.
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  But if you go back to 80, you always have fuel and you can
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  slow down because you built in the slow to take stock, to
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  refine. And that's why when we support
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  clients long term, I say I simply don't take clients
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  anymore on private work for six months.
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  I can build you a great business with six months.
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  We know how to build the foundations, we know how to get
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  the system running, we know how to build the structure and we
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  get you launched in our programs like the 30 day accelerator and
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  our when with clients consistently program.
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  But the private clients, I don't let them work with me six
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  months, I'm required, they say a year.
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  And here's why. Because once you start to build
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  capacity, you hit capacity constraint.
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  It works. Getting clients works
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  predictably. It works frequently, and you're
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  going to start to then hit a ceiling and we'll have a very
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  serious conversation when you hit the ceiling.
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  Is the ceiling where you want to stay?
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  And yes, the answer can be, yeah, I like where I am.
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  I like the lifestyle. I like the revenue.
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  I like the clients. I'm breathing.
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  And if you're breathing, I will celebrate you to the wall.
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  But if you're thinking I'm not breathing, I can't stay here.
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  But I also want another gear. I'm going to send you back to
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  this structure. Your next level of growth is not
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  going to be fueled by what got you here.
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  It has to require next level thinking.
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  And that next level thinking is about simplifying, distilling,
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  iterating, and being clear what you say yes to and what you say
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  no to. You need to slow down to reach
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  next level growth and that's an oxymoron.
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  And a lot of people struggle to do this on their own.
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  So if you're struggling right now thinking I feel like a fire
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  hydrant, I do see you. I see it every day.
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  Just this morning I met a business owner through a
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  community that I'm part of and he's like I'm a victim of my own
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  success. And yet I looked at my life this
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  week and I thought, I can't sustain it.
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  I'm barely breathing, I'm missing some of the things that
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  matter most to me, and part of what I want for myself and my
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  own identity is my business success.
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  So how can I have it? All said, you can have it all.
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  Not in the way you are structured today.
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  So if you want to get more business, get more family time,
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  get more breathing space, you need help transitioning to the
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  next level. And that transition.
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  I gave you the answers. Core customers, make sure you're
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  congruent with your messaging, pull only who you want to serve,
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  shed and distill the outliers, Slim down the product offering,
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  strategize and be strategic with processes and reduce the
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  complexity and really get clear on your brand promise.
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  My friend's business is not complicated.
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  Growth is confronting fast. Growth feels like a gigantic
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  wobble. We are constantly feel like I'm
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  being punked. I want that.
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  I don't. Oh my God, yes, no, Yeah.
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  Back up like that's if that's you, welcome to the journey of
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  entrepreneurship. But ask yourself this.
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  If you're listening to today's episode, you're going to save
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  it. If you're in high growth, save
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  this episode. If you're wanting to pursue high
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  growth, save this episode. The wobble is normal, but you
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  have a choice today to make. Will the wobble control you?
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  Will you constantly just think the answers?
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  Swallow more water from the fire hydrant?
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  Or will you choose to give yourself oxygen and put the mask
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  on and get support so that you know you can direct the wobble?
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  Do you control it 100%? No.
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  But that's why slowing down is important, because you have to
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  get clear on your true north. You have to get clear what
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  you're saying yes to and what you're saying no to.
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  And I will tell you this piece as I conclude today's episode.
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  You are changing in this journey.
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  What you want is changing. What you aspire to is changing,
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  and so when we talk about next level, it can mean in any
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  direction. You do you.
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  You have the ultimate freedom card.
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  As an entrepreneur, I get to build a life I want.
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  I want to set my own paycheck. I want to choose who I play with
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  and I choose how I do it. So if you forgot that for a
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  nanosecond, I hope today you took a moment to see it.
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  And if you're thinking I need support, ask.
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  This is so simple. Ask.
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  Come find us. I'm Christine Campbell wrapping
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  this is amplifier marketing message, and we are here to show
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  you the secrets of fast growth, not just the theory, but to live
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  it. And my hope is that you live it.
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  Well, we'll see you on our next episode.
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  That's a wrap on another amazing episode of amplify your
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  marketing message with most Christine Campbell Rappin be
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  scribe on your fake cast platform.
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  So you don't need another great episode.
• 17:07
  Be sure to visit christinekim.com/podcast to get
• 17:11
  free resource on Haster your marketing map.
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  We'll see you all on our next episode.