Latest / Ambitious Podcast / EP.124: How to Stand Out Online When Everyone Does What You Do| The Ambitious Podcast

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EP.124: How to Stand Out Online When Everyone Does What You Do| The Ambitious Podcast · Ambitious Podcast

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The people who are trying to win in the short term in marketing
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are the exact same people who never build brand.
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You're going to find yourself in a sea of thousands and thousands
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of other people who do exactly what you do.
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I used to be this person. I used to be the person who
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would be like, well, it's just my opinion.
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Take what lands. Being safe in your perspective
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is probably one of the slowest growth strategies for your
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business. People do not buy information.
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We really are in this place of investing with people who see
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the world the way that we do in order for you to stand for
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something. People are ultimately going to
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stand with you, yes, but they're also going to stand against you.
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Hello and welcome back to Ambitious.
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Today we are talking about something that is absolutely
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crucial if you want to survive in today's current market of
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online social media and online marketing.
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And that is because in a day and age of AI, there has literally
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never been more volumes of content being put out on the
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Internet. There has never been more people
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yelling at you and claiming to you that they are going to be
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the person to get you ex outcome.
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Whether that is I'm the person to help you grow your business
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or I'm the person who's going to help you to get fit, or I'm the
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person who's going to help you to get insert outcome.
1:16
Every single person on the Internet is marketing different
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outcomes. And often times we're doing this
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in saturated spaces. You're going to find yourself in
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a sea of thousands and thousands of other people who do exactly
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what you do. And so a question people ask is
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if the market is becoming more saturated and there's more and
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more people that are moving online and we see this from data
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that the online space, whether you are creator, a service based
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business, a personal brand, it is rapidly growing.
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And So what we know is it's more important than ever in today's
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current ecosystem to stand out. But the question that most of us
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have is how do we do that? Is it based off of more content
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volume? Is it based off of our
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messaging? Is it based off of our sales
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process, our brand aesthetic? And there's many different ways
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that we can answer that question.
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But for today's purpose of one of the things that I know is a
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completely crucial element that every brand and business has to
2:13
have established, it is their brand point of view.
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Because the reality is someone investing with you today is not
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just doing so because you've got testimonials, because guess
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what? So does everybody else.
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They're not investing with you just because you're the person
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who really cares about their clients because guess what, so
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do a lot of other brands and a lot of other businesses.
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They're investing with you because of you.
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And the question is, OK, well, what about me?
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It's your perspective, your point of view, and frankly, what
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actually separates you as a brand.
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The problem is most people don't actually know what separates
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them as a brand. So because of that, they end up
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just sounding like every other person on the Internet.
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So today we're going to fix that and we're going to tell you a
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couple different things. Number one, why is this so
2:58
completely crucial to mastering right now if you are an online
3:01
brand or business? I also want to help you to know
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whether you are somebody who truly does have a brand point of
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view and what's the difference between just being like, I have
3:10
an opinion on this thing that I saw versus having an established
3:14
brand point of view. And again, opinions and a brand
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point of view are not the exact same thing.
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And I'm also going to talk to you about what you will start to
3:24
see happen in your business when you actually establish this.
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Because of all the businesses that I work with, the people who
3:30
actually have an established brand point of view will see a
3:33
domino in the ease they're going to have in scaling their
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business. And I'm going to talk about
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things you're going to start to see happen in your sales, in
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your marketing as a result of really mastering this point of
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view. Having a point of view as a
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brand also has three crucial qualities that everybody must
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have as core ingredients, which we'll go over.
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And also I'm going to walk you through four steps to
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determining what your brand point of view is.
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So with all that being said, let's get into today's episode.
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OK. So one thing I always want to
4:13
focus on any time that I'm learning some new information is
4:18
with this, why is this something I need to focus on right now?
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And this is something as a topic that I want to discuss and to
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share with you because there is such a rise in social media,
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there's a rise in volume, there's a rise in brands.
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And so as a result, your consumer, the person who's
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thinking about investing with you, but also potentially
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looking at 5 or 6 of your competitors, the person who's
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doing that shopping is going to need what we're discussing today
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to make the decision to move forward ultimately with you
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versus somebody else. And so I was looking at the
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stats around like why this is really or how this is really
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showing up today. And it says that 77% of
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consumers say that they buy from brands who align with their
5:00
values more than anything else. They are not buying information
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any longer. They are buying alignment as a
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result. Also we saw that the most
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followed brands in the online space are now not being seen as
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those that have the most credentials, but they are now
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actually those that are the most highly and clearly positioned in
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a market in the online marketing space that is saturated with
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quote UN quote authentic content.
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A clear point of view is actually the real differentiator
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now. So it really goes to show that,
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you know, before when we thought about when I started years ago,
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so this is probably like 8 years ago, when I started eight years
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ago, it was all about credentials.
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It was about who has testimonials, who's got
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frameworks, who's got, you know, the Forbes on their website,
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who's got articles, who's on TV. There was all of these things
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that we could showcase that we perceived or believed.
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We're an anchor to say that we were credible, that we were
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somebody to be trusted. But now because so many people
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have those different ingredients in their marketing, the consumer
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is left with, OK, well, who should I trust?
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Who do I know to invest in? And so now they're looking for
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someone who resonates with them again, back to that word
6:17
alignment, back to that word of values.
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We are looking for someone we can trust.
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And we are in, you know, truthfully, a lack of trust
6:25
market. I've talked about this on the
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last couple episodes that because of, you know, AI can
6:30
make fake video. Now AI can write copy, AI can do
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a lot of things. As a result of these advances in
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technology, it's also creating this kind of shifting of the
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scales where we're needing more of an emphasis on the human
6:45
factor, the human connection. And so if you are not sure how
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to plant those human connections, that's what I want
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to teach you today. Because if you are someone who
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doesn't have a true brand perspective, it means that
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you're really going to sound like everybody else.
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And so if you don't know how to stand out, how are you going to
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get someone to stop and to pay attention or to stop and to
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connect when you're just another in a huge group of millions of
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other people who do the exact same thing?
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Thing is you. So I wanna first kind of give
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you some things to think about if you're like, well, I don't
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really know if I have a brand point of view or do I feel like
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I have a brand perspective? I feel like I do, but I'm not
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really sure. I want to give you some things
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to consider your content. If you're posting marketing
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online, it gets maybe engagement, but it never really
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stalks someone in their tracks. Like it'll get like, Oh yeah,
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like love this or like that's great or like so resonate or
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like love this post. But you're not really getting
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people activated. You're not getting people in
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conversation. You're not getting them asking
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critical questions. You're maybe not even getting
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them in a rebuttal with you. It's very polite engagement.
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If you do get engagement, people often say like as I said, love
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this post or also said as love your vibe.
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But if I asked them what you really stand for, like what are
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the things that you are bullish on as a brand?
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How confident would you be that if I asked someone in your
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audience that right now, they would be able to list out three
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to five things. And if you don't have a lot of
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confidence in that, this could be why we need more of a
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solidified brand point of view. Also, if you are somebody right
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now who feels like maybe you are attracting inquiries from people
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that technically have the problem that you solve, but
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they're just not quite right in the sense of that it's really
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not the ideal client that you thought you'd be working with or
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that you thought you would be attracting or connecting.
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And you also feel like as a result you're wondering like, is
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my brand or is my message really pre qualifying people?
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Because if so, how did this person get into my ecosystem?
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Look at your socials. OK, this is something that I, I
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really ask people to be critical.
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Like try to just for a second, zoom out of yourself, zoom out
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of your bias and look at your socials and say, do I feel like
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someone else in my niche or really anyone else in my niche
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realistically could have posted this?
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Because if you feel that that's possible, it's really an
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indication that you don't really have any differentiator, meaning
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that you look like a sea of others online.
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And I actually had someone this past week who was looking for
9:24
design inspiration for like how to design some things for their
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socials. And when they're looking for
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design inspo, they're like, I went on the rabbit hole and
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every single brand of like business coach, all their stuff
9:36
looks the exact same. Like everybody's carousels look
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the same. Everybody's content looks the
9:43
same. Like it all literally looks
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identical. There's no originality to any of
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these. And while we all love OK, if
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it's working, don't change it. The other thing we want to
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recognize is if you blend into a sea of others who do exactly
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what you do, how does someone know that you're different?
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How does someone know that you're truly for them?
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And this is really where, again, your perspective and point of
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view are really essential to master.
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So if you also are someone who likes to soften the blow and I
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want to be very clear and like throw myself on the stake here.
10:20
I used to be this person. I used to be the person who
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would be like, well, you know, but like, it's totally up to you
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or well, it's just my opinion or like, you know, take what, take
10:31
what lands. Like, I don't want to kind of
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like rock the boat here or like, you know, this may not work for
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everybody, but you know, whatever works best for you.
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What leader, what person who really is going to charge a
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group of people toward a core belief is going to say, well,
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that's just my opinion. And take what works for you and
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well, whatever you feel. And it's OK if that doesn't
10:53
land. If you are someone softening
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your message because you kind of secretly fear that if you were
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big and bold about your beliefs that people might not agree with
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you, then you need to sit down and pay attention to today's
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discussion because full transparency, this used two
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years ago be me. I was so worried about, you
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know, as an analogy, if I say blue, I'm going to upset the
11:18
people who like yellow. And if I say yellow, I'm going
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to upset the people who like the pink color.
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And it really made me realize that I was just becoming this
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like really ugly color of all these little colors combined
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together. I wasn't really solidifying.
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If you stand with me, you stand with yellow, which is a certain
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belief or values that I have. And so one of the easiest ways
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to blend in is to soften your perspective.
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It's to soften what you really need to say and what you truly
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believe. Because when you do that, it
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really doesn't make it clear to the person who's consuming you
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why they should listen to you or why they stand with you.
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And as a result, they don't really know when they follow
12:00
you, buy from you, consume you, what they're even really buying
12:04
into because your not clear about it.
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And it's foggy for you, which is why it's also foggy for your
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audience. So I want to kind of breakdown
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what really having a true brand point of view is not just an
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opinion. And this distinction is really
12:21
important because many of us are like, yeah, well, you know, if
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someone asks me on a podcast, I have a perspective on X or I
12:28
have a thought on X, it's not to say that you don't have a
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thought about it. It's to say, is this something
12:34
that really is yours as a brand versus something that is just an
12:38
opinion you share. And I want to break down the
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difference because it's a granular thing, but it is very,
12:43
very important. An opinion is reactive.
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OK. So it's what we don't want.
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An opinion is reactive. So again, if I ask you on my
12:53
podcast this question of something in your industry, you
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would then have a rebuttal to me to say, OK, great.
13:00
Well, yeah, actually here's my two cents on set topic.
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But the question becomes, do you have that point of view as a
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proactive perspective in everything that you create,
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everything that you touch, everything that you put out to
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the world? Is this a filter from which your
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message goes through no matter when or where you're speaking,
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writing, you know, creating video, whatever it may be?
13:27
And that is because the people who really have a brand point of
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view are not waiting to be prompted to be able to talk
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about that perspective. They are integrating that
13:39
perspective and everything that they create.
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And they are proactive about planting that consistently every
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single week into their brand. And that is because your
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audience, the person consuming from you, needs to have that
13:53
consistently if they're going to be able to say, OK, yeah, this
13:57
is my kind of person. This is who I want to be working
13:59
with. The other thing that's also a
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real indicator of more of an opinion is the fact that
14:06
opinions are very disposable. And what I mean by that is like,
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I will see people and this is the fastest way for me when I'm
14:14
auditing a brand. So I'm just going to kind of
14:15
break the 4th wall here. If I look at your social or if I
14:20
look at your marketing and I feel like on a Tuesday you say
14:24
something and then on a Thursday you say something that kind of
14:27
contradicts the Tuesday and the following Monday, you're now
14:30
contradicting something that says both those days.
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It tells me that you are basically just saying and doing
14:37
whatever you need to do in a given moment to write, publish,
14:42
produce something that feels quote UN quote activating, but
14:46
it's not actually you. You're just trying to leverage
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every single moment in front of you in whatever you think is the
14:52
right thing to say. And so typically a point of
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view, a true brand point of view is something that is congruent
15:01
and consistent over time. So this is not something that
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you should be changing all the time.
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This is something that you have as a belief.
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It is something you believe to be true and that you will
15:13
endlessly defend to be the truth of how you do your service or
15:19
your brand beliefs at that. So ask yourself, maybe right
15:23
now, how often are you kind of switching between beliefs or how
15:27
often do you feel like, well, if someone prompts me, I'm happy to
15:32
give them my perspective. Because if so, it means that you
15:35
may be playing a little bit more in the opinion bucket then you
15:39
actually are playing in the brand point of view bucket.
15:41
And again, that's what I want to help you to shift and to adjust
15:44
today. The other thing that an opinion
15:47
type of person will do is that they'll have more language
15:50
around, again, softness of things like, well, I prefer
15:54
this, which kind of is more, it's more passive, it's more
15:58
gentle. It's more again, kind of back to
16:00
that mindset of like whatever works for you.
16:02
Like there's a couple different opinions.
16:04
It's really relative. Like it's always about
16:07
softening, whereas a point of view basically says, here's what
16:11
I believe to be true and here's why most people are thinking
16:15
about this the wrong way, period.
16:17
Like it's putting out a confident statement, a confident
16:22
stake in the ground that allows you to be bullish and
16:27
unapologetic about what your beliefs are and releasing that
16:31
to those in your audience. It is not about what I prefer.
16:35
And again, softening, just your personal perspective.
16:39
It's being really clear and stern about this is what I
16:42
believe and with this belief, This is why I think most people
16:46
truthfully are wrong and you go to explaining exactly what that
16:51
is. When I see this contrast of
16:54
opinion person versus the point of view brand, if I'm going to
16:57
be honest, I think the reason that people stay at that opinion
17:01
level is because having a point of view requires commitment.
17:07
When you are a brand to actually have a true perspective on
17:10
something, you have to commit to whatever that perspective is.
17:15
So like for me, I genuinely believe in heart centered
17:20
business. Like I, I don't believe that you
17:22
should ever need to be like, you know, manipulative or like a go
17:26
against to be able to, to win in business.
17:29
And like, could you put me on a panel with other people who are
17:32
like, well, you know, what about this and what about that?
17:35
And isn't this technically not heart centered?
17:37
I would still defend it day in day out without question.
17:42
You know another one for me is ethical marketing.
17:45
Like I believe you can be incredible at marketing while
17:48
also being ethical and being considerate of how you are
17:52
marketing to people. IE think about the end consumer.
17:55
And again, there could be people who say, you know, well, all
17:59
marketing is manipulation and blah, blah, blah.
18:02
But at the end of the day, my belief is like, listen, I am not
18:06
going to move my perspective and I'm not going to adjust my lens
18:11
on either of those topics because it's literally the way
18:14
that I felt my business. It's the way that all the
18:16
businesses that I've scaled have done it and all of them have had
18:19
an underbelly of those principles.
18:21
So like, it's just not something I veer from.
18:24
And when you have to be consistent, it asks you to
18:29
really step forward and to take a stance on something.
18:33
And so businesses that stay as an opinion, meaning you're kind
18:37
of not trying to rock the boat. You want to stay a little bit
18:40
softer in your approach. You're trying to be like, well,
18:43
you know, I could see it this way, but I could see it that
18:46
way. When you play that game, it
18:48
basically means that you're blending in.
18:51
And the simple way that I could explain it is that being safe in
18:57
your perspective, being safe in the opinions you have, the
19:01
stances that you take, the values that you stand for is
19:05
probably one of the slowest growth strategies for your
19:08
business. Because I literally have this
19:11
line that I say to clients all the time.
19:12
I said, listen, if you don't stand for anything, no one can
19:15
stand with you. So let's just take an analogy.
19:18
Political parties, which I'm not going to get into in detail, but
19:21
the basis of a political party is the fact there's very clear
19:25
things. If you stand with this political
19:27
party, you stand with these beliefs.
19:30
If you stand with this political party, you stand with those
19:33
beliefs. Who do you stand with?
19:35
You can't necessarily be like, well, you know, I see this one
19:40
point from here, but the one point from here, but then this
19:42
point from here, but then this point from here.
19:44
At the end of the day, you still are technically going to have to
19:47
stand with someone in your decision.
19:50
So when we think about our beliefs, we want to recognize
19:55
that if you yourself in your business do not stand for
19:58
something right now as a brand, as a company, nobody can stand
20:02
with you. So this impacts a lot of things
20:05
which we're going to get into because.
20:07
If you actually had a point of view, you could see things start
20:11
to adapt within your business. You could see things start to
20:15
shift in a lot of different buckets.
20:18
One of them that is probably the most impactful is the sales
20:23
side. People do not need convincing.
20:26
People do not need to be bought in on you through a sales
20:32
process. So like if you find that there's
20:34
people in your sales process right now that are needing a lot
20:39
of educating, they're needing a lot of convincing, they're
20:42
needing to be like overly sold to.
20:45
Often times that's a byproduct of the fact that your marketing
20:48
forward facing has actually not allowed them consistently to
20:52
consume your point of view enough.
20:55
Meaning if you only have your point of view and let's just say
20:58
one out of five posts a week or maybe you have one out of all of
21:04
your posts each month, that your point of view is very, very
21:07
clear. It means that when someone comes
21:09
into your sales process, they actually kind of don't know
21:12
where you stand. So they have to do a lot more
21:14
clarifying and a lot more information gathering to feel
21:18
solid about going into investing with you.
21:21
So it's not that they don't want to buy from you, but the sales
21:24
cycle is going to be longer or potential more strenuous because
21:28
your forward facing marketing didn't do its job to tell them
21:32
whether you're for them or whether you're not.
21:34
And that's again because your point of view wasn't consistent
21:37
throughout. And also when you have that
21:39
point of view that's really integrated in your marketing,
21:42
you're going to find that like the sale is happening before the
21:46
call. So again, people are going
21:48
through and and already pre determining whether they
21:51
resonate with you and with your beliefs because they're so
21:54
consistently there and because you're talking about them so
21:58
consistently. So we want to remember that
22:00
people do not buy information. We are no longer in, especially
22:06
now more than ever. It's still been this way for a
22:08
while, but more now than ever before, we are not in an
22:12
information age. We really are in this place of
22:16
investing with people who see the world the way that we do,
22:19
who have values that are similar to ours, who have perspectives
22:24
that we resonate with. Because the reality is for you
22:27
and for me, if either of us need information, we can literally go
22:31
to Claude, we can go to AI, we can go to any of the given
22:35
platforms and we can find information in a matter of
22:38
moments. The real reason that we're going
22:41
to get someone's help when it comes to information in any way,
22:44
whether it's, you know, a service you're providing, it
22:46
could be a program, if you're a coach, if you have digital
22:49
products. The reason people are
22:51
specifically buying from you is because of you in connection to
22:55
your information. It's not because the information
22:58
itself, because frankly, they can get that information
23:00
anywhere that they want. You in connection is the
23:03
information is meaning where am I kind of getting your lens so
23:09
you know the picture IE the information is the same, but I'm
23:12
going to put on your glasses to see that picture the way that
23:15
you see it. That is just as much of what
23:19
people are buying now than they've ever bought before.
23:22
So with your sales process, you are going to find less
23:25
convincing happening, people coming in way more pre sold
23:29
knowing they want to work with you, knowing you're the person
23:32
to help them because they see it the way that you see it and they
23:35
already know your expertise and that you align.
23:38
The other thing it does is it's also going to pre qualify your
23:42
audience because people self select as a byproduct of your
23:48
point of view being consistent. So like for myself, I have a lot
23:53
of point of views that I integrate into my marketing.
23:55
Every single time that I put something out, whether it is,
23:58
you know, it could be a carousel, it could be a video,
24:00
it could be a podcast, it could be anything.
24:03
And when I put out those episodes or those carousels or
24:08
those reels, people are auto filtering whether they agree.
24:13
So like if somebody is, you know, really more in the
24:18
feminine in their business, they want to lean a little bit more
24:20
into human design, they want to lean a bit more into the
24:23
intuitive side of business. I'm probably not the coach that
24:26
you're going to be hiring. And I, by the way, fully support
24:29
that decision because I'm not someone who leans into that
24:33
being the core of how I run and do business.
24:37
So if that's something that, for example, the feminine flow is
24:41
something you're wanting to master in business, I'm probably
24:43
not the coach for you. And that's totally OK.
24:47
You would self select that going through 2-3 pieces of marketing.
24:50
You would know that instantly when you see me talking about
24:53
data and strategy and actually understanding frameworks and
24:58
things like that. That's something that you would
25:01
learn through skimming any of my stuff.
25:04
So it means that you will self select yourself out.
25:08
On the contrast though, people also self select themselves into
25:12
my brand and into my community because of what they find as
25:16
well. So the people who select out are
25:20
the ones that if they hadn't done that, meaning if you don't
25:24
have a point of view or often times the, you know, if I could
25:27
say it directly, they become your problem clients.
25:30
They're the people who kind of come in with a different
25:33
perspective than you do. And then you feel like in some
25:36
regard you're trying in your service or you're trying in your
25:40
program or your experience or your coaching.
25:43
You feel like the whole time you're trying to get them on
25:45
your side. Like you're trying to get them
25:47
to see things the way that you do, trying to see the strategy,
25:49
the way you do, the way that you're going to support them the
25:51
way that you do. And you kind of wondered to
25:54
yourself, like, why do I feel like I'm like fighting this
25:56
person to try to see my experience or my offer or my
26:01
service the way that it is? Like they knew this when they
26:04
bought from me. And the question I would ask is,
26:06
did they know that when they bought from you?
26:08
Because maybe they didn't know, maybe they didn't know because
26:11
you didn't actually have a point of view present anywhere.
26:15
So you had information, but you didn't have a lens or a
26:18
perspective that was the filter on that information of how you
26:22
did it specifically, just not it, right?
26:25
So we have information, then we have how you do that
26:27
information. So let's just say social media.
26:31
Somebody comes in and you're a social media manager and you
26:34
know, they say, hey, I really want help with my socials.
26:36
I see you guys have great social proof and I really want you guys
26:38
to manage my socials. I need help with this.
26:40
I'm struggling being consistent. Well, technically speaking,
26:44
you're a social media manager. You can help somebody to solve
26:46
that problem. So if that's the case, then
26:49
technically speaking, the information and the individual
26:53
fit. But here's the thing, let's say
26:56
as a social media manager, you believe in heavy, heavy video
26:59
content. You're like, video is our name
27:01
of the game. And we believe that video is
27:03
like the way to win. And then you get a client who
27:06
comes in, They're like, what do you mean I have to film?
27:09
What do you mean I have to do 2 videos a day?
27:11
What do you mean I need to be on stories?
27:13
Like I don't like being on video.
27:14
And you're like, wait, what? Like because you're asking
27:17
yourself how is that possible that this client is now in our
27:21
service working with us and doesn't see our offer our
27:25
service, IE the social media management.
27:27
They don't see it the way that we see it.
27:29
How or why is that happening? That is because you were
27:33
marketing that you do social, but you didn't market the way in
27:37
which you did social. So again, you had the
27:39
information, which is a social media, but the lens in which you
27:42
did it, IE your point of view is that video is king or queen and
27:46
that's what it means to succeed on social.
27:49
They never got that point of view.
27:50
They just got, we do social media management.
27:53
So this is where we can also see this happen and have impact of
27:57
not having a point of view in your actual service.
28:00
You get problem clients and you kind of can't put your finger on
28:03
why it's happening, but often times it's because that point of
28:05
view wasn't actually present. And some people will say, well,
28:09
you know, if I put out too strong of a point of view,
28:12
aren't I going to lose clients? Like, isn't there a possibility
28:14
that I could really lose the kind of people that I want to be
28:17
working with? And I would reframe it for you.
28:21
I don't want you to think about putting a point of view out in
28:24
your marketing or as a brand that that's losing people.
28:28
It's actually leverage. It's one of the hardest lessons
28:32
that I had to learn. But I recognize that like by
28:35
trying to literally be for everyone, it's a classic quote.
28:38
Being for everyone means you're for nobody.
28:41
But what many of us don't recognize like that has a
28:43
serious impact on your business. It means that people don't see
28:46
you as the obvious choice. People are not seeing you as the
28:50
go to person to work with because you're just so neutral.
28:55
You're so for everybody, so nobody really knows that you're
28:58
for them. And so I want you to think about
29:01
putting a brand belief into what you market and into what you put
29:05
out in the world is not a matter of, oh, I'm going to lose
29:08
clients or what if I say this and I lose people?
29:11
I want to reframe that for you to say, if I put this out, this
29:15
is not about losing. It's actually about leverage.
29:17
I'm leveraging what I believe and what I know and what my
29:22
values are to put myself in a category of all my kind of
29:26
people. This is what's putting me around
29:28
everyone I want to be working with versus trying to sort
29:31
through this really busy crowd and find those people.
29:33
It's putting me in a room that's only filled with those people.
29:37
The other thing is that it's also going to create kind of,
29:41
you know, you've heard me say this on other shows and you've
29:44
also probably heard people online talk about this as well,
29:47
which is like being a category of 1.
29:49
And many people will say, what does that mean to be a category
29:53
of one, like to be a category of one?
29:55
What does it look like? And it really means that you
29:57
stop competing with your offer service on just your
30:02
credentials, your price or any of that, and you really start to
30:08
become put in this position that nobody can copy you because it's
30:13
so distinctly yours, right? So like if I always say to
30:18
people when we're trying to work through brand and in this kind
30:21
of conversation, when I strive as a client, I say, if I line
30:24
you up against five to seven of your competitors who all do
30:28
exactly what you do, what makes you different?
30:31
And many people can't say or they'll say something along the
30:35
lines of like, I really care about my clients.
30:37
I'm like, so do all your competitors.
30:39
That's not a differentiator. Like this is where we got to get
30:43
really clear on what really is your thing.
30:48
Like what is like truly what makes you different?
30:51
A perspective, a belief, a set of standards, values that you
30:56
have, a perspective. That means that if someone sees
31:00
you in comparison to 8 or 9 of your competitors, they're going
31:03
to be like, well, all of them have the same price.
31:07
But I know I want to go with the person on the left because they
31:10
have ABC. And that's basically your point
31:13
of view. So many times when we feel this
31:17
like resistance of we're like trying to figure out, OK, well,
31:20
like how do we stand out? How do we stand out?
31:22
Standing out is not just about your offer.
31:24
It's not about your price point being higher, being lower.
31:28
Those are really, you know, granular things when you are
31:31
someone who wants to stand out. What you need to be asking
31:34
yourself is what separates my brand perspective from the
31:39
lineup of other people who do what I do.
31:42
And I want to be here as just a voice of, I guess, validation
31:46
for you. This is not something that a lot
31:48
of people know. And it's why a lot of brands
31:51
struggle to get seen in a sea of other people who do what they
31:56
do. And it's because sometimes we're
31:58
not really asking ourselves that question.
31:59
We have this kind of assumed belief that of course, if people
32:05
will watch my stuff or they'll consume me, like they'll see why
32:08
I'm different. Like they'll see why I'm unique
32:10
and often times it's that assumption that actually is what
32:14
over time kind of erodes our ability to grow and ability to
32:19
be like, hey, that's my person, that's who I want to be working
32:22
with. So the thing I want to also
32:24
recognize is that when you have this point of view, I want to
32:28
also tell you it compounds like it needs to be the central
32:32
belief. Again, that's consistent,
32:34
congruent and it's throughout everything.
32:36
And what ends up happening is that I almost want you to think
32:40
about your brand point of view as like seeds that you're
32:42
planting, OK? So I want you to visualize like
32:45
the marketing or the online marketing space is like this
32:48
ground of soil. And every single time that you
32:51
have a belief, you are planting a seed, planting a seed,
32:54
planting a seed. And before you know it, all of
32:57
these point of views that you've been consistently discussing,
33:01
you've been planting seeds for two months, six months, two
33:06
years, four years, 10 years. Before you know it, as long as
33:11
you're consistent and congruent, you have this beautiful plush
33:15
garden of all of this showcase of your point of view.
33:22
So the person who is consistent at planting seeds will basically
33:27
have the biggest harvest of anybody else in their category.
33:32
And that is because you've been doing the work of the planting
33:36
of seeds, IE having a point of view, but most importantly,
33:39
doing it consistently over and over and over.
33:42
And so over time, it compounds. This is why often times when
33:48
somebody puts out a point of view in one piece, they feel
33:51
like they don't really get a lot of impact from that.
33:53
They don't feel like it creates a lot of domino for their
33:56
business. Like they don't really see, you
33:58
know, one post, 2 posts are not going to do anything to help
34:01
people to know your point of view.
34:03
We're talking every day in some piece, going out somewhere every
34:08
week, some piece going somewhere every month, every quarter,
34:13
every year. And like for myself, I have had
34:16
the same point of view for what is now 8 years now.
34:21
Like this is not something that I just decided yesterday.
34:24
I feel this way. This is something that's been
34:26
consistent from the day that I started my business.
34:30
And what that's meant is that my corner of the market, it's very
34:35
clear when you work with me, what you're really learning.
34:40
I had somebody who came to me the other day and they said, you
34:43
know, Kate, I've been in a lot of masterminds and I feel like
34:46
for the first time, which makes no sense because she's invested
34:49
quite a bit. She said, I said, this is the
34:51
first time I'm actually learning business.
34:54
Like it feels like I went to Business School because this is
34:57
not just like content or it's not just, you know, a quick
35:00
tactic about something. Like I actually feel confident
35:03
as a business owner. And what I have always believed
35:07
since I ever started this business is that I didn't want
35:10
to be like an Instagram coach. Like I just never saw myself as,
35:14
yes, I market on Instagram. So it's like so weird to say
35:17
that I market on Instagram, but I never saw myself as an
35:21
Instagram coach. I always saw myself as someone
35:24
who was a business coach who leverages Instagram to market
35:27
myself. And I think it's a big
35:29
difference. So what I've done over years is
35:31
I've spoken to that. I said, listen, I'm not the
35:33
coach you want to work with. If you're like, what hooks do I
35:36
use? Like, yes, can I technically
35:38
give you a resource that helps you with hooks?
35:40
Sure. But that's not the basis of our
35:41
work together. Like you are going to understand
35:44
marketing, you're going to understand sales, you're going
35:46
to understand building a product suite, you're going to
35:48
understand how to master retention, how to do
35:51
automations, operate team delegation, brand strategy.
35:55
Like if you're in a program where they're like, these are
35:58
the five content types. Like I am not like, yes, like
36:02
we're going to have a very different experience because I'm
36:04
not that person. Like I just don't do that.
36:07
So when you start to have people who are then in your ecosystem
36:11
who basically reinforce that this is the first time I feel
36:15
like I'm learning real business, it means that what you're
36:18
marketing and those seeds that you're planting are actually
36:21
compounding into pulling in the right kind of people.
36:25
So the good part about the consistency around planting this
36:29
point of view is that it's going to help you to really call in
36:33
the most dream clients. It's going to grow more and more
36:38
that you do it. And it also starts to take a
36:40
life of its own. Like I also have had full
36:43
transparency, people who have come into my ecosystem and I've
36:48
had a consultation or they've messaged me in the DMS and
36:50
they're like, listen, like everyone says, when I'm really
36:52
ready to level up, like I should work with you.
36:55
Meaning if I don't want to just do content, if I don't want to
36:58
just again, just like really frankly learn Instagram strategy
37:02
that I really need to be working with you because it's like when
37:04
I'm actually going to learn the true structure of growing a
37:07
scalable business. So, and this is like my
37:10
competitor, like I had somebody who signed with me years ago and
37:15
that client knew my competitor and she said, Hey, I'm going to
37:18
work with Kate. And she was like, Oh my God,
37:19
you're going to love it. Like this is like going to be
37:21
such an up level for you. Here's my competitors saying
37:25
this to be like, hey, like this is what this means for you and
37:27
your business, which means I know what I stand for.
37:30
My competitors know how we're different and the client knows
37:35
why they come to me versus another business coach that you
37:38
could search up on Instagram. That is the clear power of
37:42
having a point of view and being really consistent about what
37:45
that is. So in order for a point of view
37:49
to work, I want you to think it has to have three core
37:53
ingredients. OK, So these three core
37:56
ingredients are required for any point of view that you're going
38:00
to put on the Internet connected to you and to your brand.
38:04
The first one is going to be that it has to be rooted in real
38:08
experience. It needs to be through something
38:11
that you have lived, that you've gotten wrong, that you have
38:14
figured out the hard way. It needs to be something that
38:17
you've made yours. So I want you to ask yourself,
38:21
you know, let's just take 30 seconds right now and ask
38:24
yourself what is something that you really are super convicted
38:29
on when it comes to your brand? Like what is something that you
38:32
are so deeply passionate about, so deeply convicted on when it
38:37
comes to you and to your offer or your service?
38:41
Just takes 30 seconds right now. And just think of something.
38:43
And I want you to use it as an anchor for how we're going to go
38:46
through these questions. OK, So think of 30 seconds.
38:49
What is a belief that you are convicted about when it comes to
38:53
your offer, your service, your brand?
38:56
OK, so now that you have that, I want you to park that in your
38:58
mind and I want you to ask yourself, where did that belief
39:03
come from? Why do you hold that belief?
39:06
So was there an experience that you had?
39:09
Was there something you saw, something that you believed to
39:13
be true, but then you realized you were wrong?
39:15
Was there something that you tried?
39:18
Was there a story connected to this perspective?
39:20
Right. So for me, my example of this
39:24
would be like, I believe in heart centered business, which
39:26
basically means I believe that you can be a really good human
39:30
and scale really fast as well. It's not one without the other.
39:33
You don't have to trade in your soul to be able to scale.
39:36
And where I got this wrong or kind of like what led me to
39:39
experience this early on in my business, I was provided a
39:42
strategy by someone who was very successful and they're
39:45
incredible. I don't have any issue with them
39:46
at all. But they provided me a strategy
39:48
and it just didn't align. Like the strategy that they were
39:50
doing was very effective. It did get great results, but it
39:52
just didn't align with me. And I couldn't kind of put my
39:55
finger on where it didn't align or why it didn't align.
39:57
I was just like this doesn't just doesn't feel like it's for
39:59
me. It felt too transactional for
40:01
the way that I wanted to do business, which was more
40:04
relationship driven. So I kind of said, listen, like
40:07
I'm not going to do that strategy, like I'm just not
40:10
going to do it. And they said, listen, like this
40:12
is what's working right now. If you don't do this, like I
40:14
don't know that your mode or your like model is going to
40:17
work. And I said, listen, I can
40:19
totally appreciate that. But I really feel like I need to
40:21
give us a go for the way that I want to do it because I feel
40:24
like this is, yeah, this, this feels like what I need to be
40:27
doing this approach. They're like, OK, great.
40:29
So I got it wrong. I went to like I, I had this
40:32
experience where I had to figure it out the hard way that I
40:35
wanted to use relationships and content and organic social media
40:38
to grow my business, not transactional.
40:41
You know, it's all about the numbers, just volume, all of
40:44
that to be the way that I grew my business.
40:47
And so I really looked at that experience to be part of the way
40:51
that I shaped my point of view of how I decide to scale, how I
40:56
generate leads, how I operate in my business is all centered
41:00
based off of that now. So ask yourself #1 ingredient #1
41:05
is with that point of view, what was the experience, the thing
41:08
you got wrong that you did that you figure out the hard way that
41:11
leads you to have that experience?
41:15
OK. Second, a really good brand
41:18
point of view is also something that reframes something for your
41:22
audience that's very familiar. So it doesn't necessarily
41:25
introduce some new idea. It takes something that people
41:28
already believe and it flips it or it deepens it.
41:33
So if people could arrive at your point of view without you,
41:38
it's typically not a distinct point of view enough.
41:42
OK, so this is really not a matter of like saying, OK, I am
41:47
going to introduce this new crazy idea.
41:50
Instead, the reason we often say what's something that you see
41:53
others doing or what's something that you see people doing in
41:57
your market. The reason we ask that question
41:59
is indirectly what we're asking by saying that is what is
42:03
something your ideal client already is Privy to, already is
42:08
experiencing, already is questioning, exposed to going
42:13
through that you could help them to see in a different way.
42:18
And you know what example might be the person who tells you, you
42:22
have to film 3 to 5 videos a day to be on the Internet.
42:25
That's maybe something that people are seeing online as
42:29
something that's recommended. Well, myself as somebody who
42:31
coaches with a lot of incredible moms, most of them, I don't want
42:36
to speak for you if you're a mom, but most of them, Needless
42:38
to say, don't have tons of ample time to be recording 3 to 5
42:42
videos per day in order to be able to run their business.
42:46
It doesn't feel sustainable. It doesn't feel realistic for
42:48
them. And they wonder if this is
42:50
what's needed to run my business.
42:51
I don't know if I have capacity to have a business.
42:54
So what this does is when I say, listen, what if you could
43:00
generate the same amount of leads with a fraction of the
43:02
marketing, right? Or maybe it's not about
43:05
quantity, it's more about quality.
43:08
It's taking something that would be something they're already
43:12
seeing, they're already experiencing.
43:14
My ideal client is already being exposed to.
43:17
It's giving them a new fresh perspective on the same thing
43:20
that they're already going through.
43:21
So you want to really ask yourself, with your point of
43:26
view, is this something that you're trying to get people
43:29
bought into? Are you trying to get them on
43:30
your side, trying to get them to see it the way that you see it?
43:34
Or is this something that already exists?
43:36
They're already having a perspective on it.
43:38
You're just pivoting it. You're deepening it.
43:41
You're helping them to get even more specific around their
43:45
beliefs on that. You're not trying to get them on
43:47
board. They're already on board.
43:48
You're just trying to say, OK, well here's how I want you to
43:50
picture it. So think less of I have to
43:53
convince my whole audience to start to believe in blank.
43:58
Instead, you're going to say this is already something they
44:00
have a belief in. Let me either slightly pivot or
44:03
edit their belief or help them to deepen their belief in
44:07
something that they're experiencing.
44:09
Now, the last of the three ingredients is that it must,
44:13
must be consistent across every single thing that you do.
44:18
If I was going to say the biggest mistake that people make
44:21
with their brand when it comes to brand beliefs, brand values,
44:24
is that you are literally changing it the way you change
44:27
your outfits. Like I'm shocked sometimes that
44:30
people can't see how multi dimensional their brand beliefs
44:36
are. Like I'm like you say you
44:37
believe in blank, but then you literally changed your opinion
44:40
two days later and then changed it two days later and then
44:43
changed it two days later. And the reason that people do
44:47
that, or the reason that sometimes you may even fall into
44:50
this pattern if you audit your own stuff is because you are
44:55
seeing what can I say as a tagline.
44:57
That's what I see is like the best marketers are all looking
45:00
for like a tagline, something that's going to hit, that's
45:03
going to get people activated. They're going to be like, this
45:07
is the thing I'm going to say and that's what's going to get
45:09
people to buy or that's what's going to get someone to move.
45:12
But typically the people who are trying to win in the short term
45:17
in marketing are the exact same people who never build brand.
45:21
And that is because your beliefs, your perspectives are
45:26
forever changing. One day it's all about hard
45:29
work, but then the next day it's about rest.
45:32
And then one day it's all about volume.
45:35
But then the next day it's not about volume.
45:38
And you know, one day it's all about, I believe that it's all
45:42
about being strong. And then the next day it's like,
45:44
I believe it's about the softness.
45:46
And I'm like, I can't, how do you keep up with your message?
45:50
I can't keep up with your message.
45:51
It's all over the place. So when you want to have someone
45:56
follow, you need to be walking towards something consistently.
46:01
Instead, what brands do is like, I just don't understand why
46:04
people aren't following me. And meanwhile, you're zigzagging
46:07
all these random beliefs. The person following you or
46:10
consuming you is getting dizzy and distracted.
46:14
And most people who discover you are also like, whoa, this is a
46:17
lot of competing stuff going on. I don't know what to do, feel or
46:21
think about this. So the last of the three, three
46:25
ingredients or three qualities is that you are not looking to
46:29
have a tagline, you are looking to have a through line.
46:33
You need to ensure that anything you put out as a brand is
46:36
consistent and congruent. So remember, the three core
46:40
ingredients that must be there for a brand point of view is
46:43
number one. It must have an origin story.
46:46
It needs to be something that you lived, you got wrong, you
46:49
figured out the hard way. You need to find a way to make
46:52
it yours. Make sure that second you can
46:55
reframe it as something that they're already familiar with.
46:58
This is not about getting them to believe something totally new
47:01
they've never experienced before.
47:02
It's taking things that they're already experiencing as your
47:05
ideal client and helping them to see it in a different way.
47:08
And third, ask yourself how consistent you are in always
47:12
vocalizing these and talking about them consistently.
47:15
So how congruent is your belief everywhere that you talk about
47:18
it? So meaning if I see you on one
47:20
podcast on someone's live in your caption, is your belief all
47:25
the way through consistent? And if it is great and then how
47:29
consistently are you talking about it?
47:31
So not only is it consistent as a through line, but also how
47:34
consistent are you in actually saying it and speaking to it?
47:37
If you have those three ingredients, you will have
47:39
everything that you need to start developing a really well
47:42
established point of view. Now you might say, Kate, I don't
47:46
even know if I have a point of view.
47:48
I don't even, what if I don't even like know what my point of
47:51
views are? How do I know what they are?
47:53
Is there a way to discover them? And I'm going to give you a
47:56
really easy four step process to help you to discover your point
48:00
of view. If you feel like you don't know
48:03
what your brand beliefs are and you want to integrate them into
48:06
your marketing and you want to discover them, we're going to
48:09
unpack the exact 4 steps that you can literally do in the next
48:12
5 minutes here with me. And you will know your brand
48:14
beliefs by the end of it. So one thing I want to start
48:18
with, and I've mentioned this before, sometimes to know what
48:23
you stand for, you have to say what you stand against.
48:27
So for example, sometimes for someone to say I'm vegan is to
48:32
say that I don't believe in eating meat or I don't believe
48:35
in, you know, harm of animals, etcetera.
48:38
So they're talking not just about I love veggies or I love
48:42
being vegan, they're talking about the fact that they don't
48:45
believe in blank. So as a result, they're vegan,
48:49
right? So I want you to think step
48:51
number one is I need you right now.
48:53
And I want you to do this now because I don't want you to say
48:55
to yourself, well, you know, maybe I'll come back to that and
48:57
like maybe, maybe I will circle back to thinking about XYZ.
49:02
Take 30 seconds with each of these questions.
49:04
And I want you to ask this now because I want to show you how
49:07
quick you can get this clarity to be able to go into taking
49:11
this in your marketing today, tomorrow, this week, into your
49:15
content. So first I want you to ask
49:18
yourself, what do you stand against?
49:19
So I want you right now to think about those in your industry.
49:23
And This is why I tell clients, I want you to don't close your
49:26
eyes if you're driving, but close your eyes. close your eyes
49:29
and ask yourself, who are the top three of your competitors?
49:33
OK, So I want you to just take 30 seconds and get them in your
49:36
brain. So we've got, you know, Susie,
49:39
Tom and Barbara. I don't know why I always take
49:42
the most random names, but that's just where we landed.
49:43
So Sarah, Susie, Tom, I don't know where it goes.
49:47
Susie, Tom and Barbara. OK, so if we're thinking of
49:51
Susie, Tom and Barbara, what is their dominant belief?
49:55
What are behaviors or advice that they talk about in your
49:59
industry that you think are wrong or where they don't really
50:03
show the full picture? So what are things that you
50:06
think those three people, your competitors are saying, doing,
50:12
acting on that you're like, that's just wrong and you don't
50:15
resonate with it or that you feel like it's just it's
50:18
incomplete, it's not correct. So let's just think of one
50:22
thing. Maybe you can think of one of
50:24
those people and one thing they do, one of those people and one
50:27
of the beliefs that they have. What's one person that's your
50:31
competitor and one thing that you're like, I see them do this
50:34
or I hear them say this and it just does not land for me.
50:37
Like that is not how I see things.
50:40
What is that thing? So what specific advice do they
50:43
give? What kind of version do they
50:46
have of things that they talk about?
50:48
What outcome maybe have you seen that it produces, that it
50:52
ultimately ends up not working or that it's in the past has
50:55
failed? And I want to be clear, this is
50:57
not just about like picking at something to pick at it.
51:01
It's not just saying, well, I guess I would say this about it.
51:04
It needs to be something that you truly believe that you truly
51:06
see is like, I genuinely disagree with that or I
51:09
genuinely don't see that that's the approach we should be
51:11
taking. It's about naming something that
51:14
your clients are going to unlearn when they ultimately end
51:17
up working with you. So the core question is, what is
51:21
everyone in your space saying or doing that you fundamentally
51:26
disagree with? OK, so that's like step number
51:29
one. What is something that everyone
51:31
in your space is saying right now that you fundamentally
51:34
disagree with? So that's step number one to
51:38
creating a point of view. Step number 2 is why is that a
51:43
problem? So I want you to take a second,
51:45
OK, think of that competitor. Think of something that they do
51:49
believe or say, and I want you to ask yourself, if someone from
51:55
your audience was to believe that person was to do what they
51:59
do was to act on that. What is the cost of someone
52:05
adopting that belief? What's the cost of someone in
52:09
your audience going and adopting that behavior?
52:11
What does it actually produce? If someone was to actually go
52:16
follow what that person is doing, saying or believing,
52:20
what's the cost of that? And I want you to think maybe
52:23
you can ground this into something that you've witnessed,
52:25
that you've experienced, that you have seen repeatedly with
52:29
people that are your clients, right?
52:32
So, you know, for me, I was saying that there's a lot of
52:35
people who are like volume, volume, volume, like it's always
52:37
about more, more, more, more, more.
52:39
And why it's a problem for me is like I've seen people who have
52:43
come from other offers where it was all about volume, volume,
52:48
volume. And they're like, I'm literally
52:50
thinking about giving up on my business because I hate
52:52
marketing so much in the way that I've been doing it.
52:55
And I'm like, the cost of doing marketing someone else's way
52:58
could be the difference of whether you're in business or
53:00
not. Like, yeah, we need to get you a
53:02
new approach. Like we can't have you quitting
53:04
your business because you just hate the fact that you have to
53:06
live on social media everyday. Like there's other ways to do
53:09
this. So what I want you to think
53:12
about is the cost. Why is it a problem for someone
53:15
to have that belief or integrate that behavior, IE what goes
53:20
wrong when people follow that advice or they hold that belief?
53:26
OK, so in Step 1, you established what you stand
53:29
against. And once you have what you stand
53:32
against, then you're going to ask why is that problematic?
53:35
Why is that a problem for people?
53:38
Then we want to ask in step three, what do you believe to be
53:42
true instead? What do you with that thing that
53:45
you've got as your example? What do you believe to be true
53:48
instead? And maybe with clients even you
53:50
can ask yourself, what do I do about this?
53:52
What do I help people to do, to integrate, to execute, to kind
53:56
of overcome this or to tackle that?
53:59
I want you to really think about how what you believe is
54:04
connected or shown in your work and what you teach and how you
54:08
support people and what you offer.
54:11
You want to ask yourself what you do differently and why does
54:16
that produce a better result than some or most of your
54:19
competitors? OK, so we determine what we
54:22
stand against. We have determined why that
54:26
thing we stand against is so problematic, and we've also now
54:31
asked ourselves question to say why we believe differently and
54:35
what we help people to do about it, to stand with us and to
54:38
stand with our perspective. The last of the four is why
54:43
should your audience care? So why should your audience take
54:48
that personal belief? What does it mean for them?
54:51
What's going to happen? So we talked about the cost.
54:54
So there's two ways I look at this, which is like the
54:56
implication that's going to happen to them of doing the
54:58
wrong thing. But if they did the right thing,
55:01
if they did what you recommend, if they followed your process,
55:04
if they stuck with your belief, what would be possible for them?
55:08
What could they achieve? What would be an opportunity
55:11
that they could have access to? So I want you to tell me, why
55:15
should your audience care about adopting this belief?
55:18
Why should your audience care about getting on your side of
55:21
the table or agreeing with you? And I want you to connect it to
55:26
a result that they want or a problem that they have.
55:31
This is where your point of view will stop being a philosophy and
55:35
it will actually start becoming something that's really a
55:38
reality for them that they can see themselves in, that they can
55:41
feel like they can start to experience almost because of the
55:45
way that they're able to see it. So you want to ask, So what,
55:50
right? Like, why does this matter to
55:53
someone who's listening to your opinion in a given moment?
55:56
Why should they care? So we know that every point of
56:00
view has to have three ingredients, right?
56:02
It's rooted in your real experience.
56:04
It's something that reframes something they're already
56:06
familiar with. They don't need to take on a new
56:07
belief. It just repackages or rewraps an
56:10
existing belief they have or gives them a new lens on it.
56:13
And it has to be super consistent.
56:15
But if you don't know what your point of view is, we can go
56:19
through this exercise of these four steps to really discover
56:22
more point of views that we have or more beliefs as a brand that
56:25
we establish. So we can ask ourselves, what
56:28
are the things we stand against for each one of those?
56:31
Why is that thing a problem? Why do you believe something
56:35
else instead? And how do you help people to
56:37
overcome that? And four, why should your
56:40
audience care about your belief and getting on the same page as
56:44
you, IE like, why is this something so crucial to what
56:47
they want to experience or the outcome that they desire?
56:51
And I want to tell you and paint the picture a little bit for you
56:54
of like what's possible and what's going to happen when you
56:58
do this in the short term, when you have more of a blunt point
57:02
of view. I'm going to be very honest.
57:04
I'm going to kind of pre handle for you.
57:06
You're going to feel exposed. You're going to feel like you
57:09
could get pushed back. Maybe someone will tell you
57:12
you're wrong or that they see it a different way.
57:15
And I actually want to tell you that that's not a warning sign
57:18
that you're doing something wrong.
57:20
It's actually the complete opposite.
57:22
It's actually an indicator that you're doing something right,
57:24
because in order for you to stand for something, people are
57:28
ultimately going to stand with you, yes, but they're also going
57:31
to stand against you. You're going to have people that
57:34
disagree with you. That's just how it is.
57:36
So I also want to plant a seed. If you really want to create a
57:40
brand and you're like, I want to create this like, you know,
57:43
really deep, rich, connected audience.
57:46
That's incredible. And you also want to recognize
57:50
that in order to do that, you have to be OK with some people
57:53
just not seeing things the way that you see them.
57:55
It doesn't make you wrong. And it also, to be honest,
57:58
doesn't make that brand wrong. It just means that you guys see
58:02
one thing through very different lenses.
58:04
And so then your audiences can pick whose lens they feel they
58:09
resonate with most. Now.
58:11
Then when you start to do that out of the short term, we kind
58:14
of go to like the the, the medium term in the sense of like
58:17
the next phase. That's when people find you
58:20
because of the things that you say, because you're so clear on
58:24
your beliefs, because it's so not wavering and not
58:28
inconsistent and not all over the place because you're like,
58:30
this is who I am and I'm unapologetic about it.
58:32
This is how it is. If you stand with me, it looks
58:35
like X. Once you do that, people are
58:38
going to start to find you because the things that you say,
58:40
because of the beliefs that you have.
58:42
And so it's when someone says, Oh my God, I've been literally
58:46
thinking about this, or I've been, you know, stewing on this
58:49
myself, or I've thought about this and I've just like, never
58:52
heard someone say it like this or I've never heard somebody
58:54
communicate this way. That's when you know that your
58:58
point of view is really starting to be established in your brand
59:03
and in your marketing and 3rd, which is like the third phase of
59:07
what this looks like is like your point of view becomes your
59:10
reputation. So like for me, if I switched up
59:14
tomorrow and I became like really slimy, like like let's
59:19
just do this hack to get you guys to make $1,000,000.
59:21
I'm like, you guys, like what's wrong with Kate?
59:22
Like there's something happening because you would recognize it
59:25
goes totally against everything that I've done.
59:27
So just like on the contrast, when you have a really
59:30
consistent point of view, when you have a really consistent
59:34
perspective, that actually is planting seeds for your
59:37
reputation. Every time you speak about what
59:40
you believe in, why that's what's actually helping you to
59:42
develop who you're going to be known for and what you're going
59:46
to be known for. So people are going to start to
59:49
refer to you based off of what you believe, not just on what
59:55
you do. And this is like the top tier
59:57
for all brands because again, let's remember and let's rewind
1:00:00
a little bit, right, when someone works with us.
1:00:04
They're not just working with us because the information, they're
1:00:07
working with us because our perspective around the
1:00:09
information. And that's the center.
1:00:11
If I could put it really simply for you, how to win today in
1:00:14
today's current online marketing, it's not just about
1:00:18
what you do, it's about how you do it.
1:00:20
It's not just about what you know.
1:00:22
It's about your perspective around what you know.
1:00:25
And when you think about removing the how you do it or
1:00:29
removing your opinion, all we're left with is information.
1:00:32
So if you're one of those people right now who's like I, I don't
1:00:35
really know if I'm, you know, very contrarian online.
1:00:39
I don't really know if I have very established beliefs.
1:00:42
I don't really think my audience could tell you what my top three
1:00:45
to five beliefs are. I'm going to be honest, to just
1:00:48
be really direct with you. I think you need to use this as
1:00:50
an invitation to recognize that you playing it safe, you being
1:00:54
like the soft voice, you being like, well, like, it's like, you
1:00:57
know, anything can be true. And like everyone's got a
1:00:59
different perspective. They do.
1:01:01
So guess what? If you're going to be a brand
1:01:03
and if you want to survive in the next wave of what is going
1:01:07
to be an online market and frankly, what brands have
1:01:09
already been doing for years and years and years, you have to
1:01:13
recognize that you need to stand for something.
1:01:15
You need to lead your people. They're looking and seeking to
1:01:20
you for leadership and you have to ask yourself, where am I
1:01:24
leading them? What am I bringing them to?
1:01:26
What am I inviting them to do with me?
1:01:29
And if you don't have those ingredients, let this be your
1:01:32
invitation to start to execute those and to help you to do
1:01:36
this. I want to make sure that, you
1:01:38
know, for me, you know, I talk about all the time, it's not
1:01:41
about inspiration, it's about action.
1:01:43
So like the thought between the spark and putting that spark
1:01:48
into a strategic action and as small of a gap as we can create
1:01:52
between those two sides is really the key to success when
1:01:54
it comes to building and scaling a business.
1:01:56
So here's what I'm going to do for you.
1:01:59
I'm going to be linking a download connected to today's
1:02:03
episode. So if you are somebody who is
1:02:05
not already in our ambitious network, number one, what are
1:02:07
you doing? 2 All I would love you to do is
1:02:11
to go into the Lincoln bio. You can Click to join our
1:02:13
ambitious network to join us inside.
1:02:15
Inside we have all kinds of different things such as
1:02:17
giveaways. You can connect with other
1:02:19
incredible ambitious women. And also with that, we do have
1:02:22
resources that are associated with our episodes like today.
1:02:25
So what I'm going to be doing is I'm going to be outlining our
1:02:28
three core ingredients as well as questions and kind of like a
1:02:33
a worksheet that you can go through to really establish your
1:02:36
brand beliefs. And all of that is going to be
1:02:38
housed inside of the Ambitious network.
1:02:42
So if you are somebody who wants to kind of take today and not
1:02:46
just reflect on it, but really start to integrate it and to
1:02:48
execute it for yourself, we will have that resource connected to
1:02:52
today's episode in there. So again, you can message me the
1:02:55
word ambitious on Instagram and I can send you the link
1:02:57
directly. Or if you also want, you can
1:02:59
head to the show notes below and there'll be a link there for you
1:03:01
to join us inside. So love to see you in there.
1:03:04
And remember, this is not something that's optional.
1:03:08
This is not something that you're like, well, yeah, I
1:03:10
should do that sometime. This is something that is the
1:03:12
difference of your marketing, your sales, the right people in
1:03:16
your offers. It literally impacts every part
1:03:19
of your business ecosystem. So if you have not established
1:03:22
these brand beliefs or maybe you're like, I have really been
1:03:27
more LAX on integrating these and I got to get back into it,
1:03:30
let this be your reminder to do so.
1:03:32
As always, my DMS are always open if you have questions,
1:03:35
comments, things you want to share, takeaways, reflections.
1:03:39
I can't tell you how much it means to have you guys be like,
1:03:41
hey, I listen to X episode. I just went and did blank or you
1:03:45
know anything really. I have such incredible messages
1:03:47
that come through every single week from you.
1:03:49
And so I wanted to say for all of you who've messaged me, a
1:03:51
massive thank you. And as always, if you guys have
1:03:54
anything that you want to add to share with me into the DMS,
1:03:58
always feel free to know. My DMS are always open to just
1:04:00
connect and to collapse. So with that being said, I hope
1:04:03
you enjoyed today's episode. And with all that, I will see
1:04:05
you on next week's episode. And until then, stay ambitious.