Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 202 - Start Winning More With One Simple Shift

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202 - Start Winning More With One Simple Shift · 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 more clients, create more impact and more
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  revenue in your business, TuneIn to amplify your marketing
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  message with Christine Campbell Rappin.
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  Every week, we're going to take you through how to build an
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  audience of buyers, mastering your marketing message, making
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  offers. Welcome back, everybody.
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  This week, I want to bring you into a conversation that I had
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  with one of my clients that sits within our private mentorship
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  program, the Business Scale Accelerator.
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  Because I think that Janet's story is not just unique to her.
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  It is something we see time and time again with the entrepreneur
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  community. And it might just be of service
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  to you today. And it's this, what is the
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  decision that most business owners avoid?
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  That's what we're going to be tackling today on Amplify Your
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  marketing message. I'm your host, Christine
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  Campbell Rappin, and I will tell you that business growth is
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  elegantly simple. That doesn't mean that it's
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  effortless and that every decision is black and white or
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  that we execute even when our gut, our knowledge and all the
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  signs are on the wall. And So what is that question?
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  What is that decision that most business owners avoid?
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  It is knowing when to cut what isn't working and reallocate the
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  time, money, bandwidth and resources from a losing strategy
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  and redirect them into another pathway.
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  It sounds so simple, right? Just stop what doesn't work.
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  And yet it is a really hard blind spot to truly see because
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  we want it to work. Truthfully, it's that simple.
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  We want it to work. And what that means is it feels
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  easier to stay the course. It feels easier to constantly be
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  in the I'll just tweak it, I'll edit it, I'll make one change.
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  And that cycle becomes the definition of insanity.
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  Hello. Anybody else spend hours
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  tweaking their website thinking that the websites the problem,
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  the copies, the problem, the layouts the problem, that
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  graphics are the problem on and on and on and on and on and
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  you're saying well my website is failing and part of the issue is
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  not the website itself because of bad website.
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  If you have the right audience that sees, it will still create
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  action and response to a call to action.
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  But a website that simply never has traffic, never has the ideal
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  client being driven to it will always just be static.
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  It won't produce results. And so I see people spend so
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  much time wasting in their content when nobody sees it.
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  And that's why we hear this expression.
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  I feel like the best kept secret.
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  Well, you are. Let's just be clear, call a
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  spade a spade, you are. You don't have enough audience
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  seeing your content, so it's not the content that's necessarily
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  the problem. So tweaking it, refining,
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  adjusting it is just noise. It's just distraction and you
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  can give it infinite amount of time and not see changed
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  results. Hmm, feels kinda heavy, right?
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  Well, here's the truth that every month you stay with a
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  losing strategy, IE fixing or not fixing the right problem
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  costs you so much money, so much energy, so much time, and it
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  will lead you to that place of burnout.
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  And my clients all know this. It's something that they love
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  and hate about me is I believe this firmly.
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  There's no such thing as burnout.
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  When you're building something you love, when it feels like
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  oxygen, when you are in a place of burnout or overwhelm, what I
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  hear is that you're not winning enough.
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  Because when you're winning, it becomes worth it.
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  And it doesn't mean that you don't periods where you're tired
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  or exhausted and you're like, I bit off more than I can chew.
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  Come on, let's have an honest conversation.
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  It doesn't mean that, but it means that you're romancing.
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  Quitting comes off the table. And so I have clients that come
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  into my space. And this particular client has
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  come in on more than one occasion over the last several
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  years saying nothing's working, the sky is falling.
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  I don't know, should I pull the plug?
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  And I said, let's have a really frank conversation.
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  And she's like, I, I know I need it.
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  And so we sat down with great trust between us, with her and I
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  on the same side of the table talking about the what she
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  envisioned, what her current reality is.
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  And this is what I said to her. You know you need to cut what
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  isn't working. We've had this conversation more
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  than once and you are still tweaking, hoping, wasting time
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  with strategies and rooms that are not serving.
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  You are not creating the result and it is not a question of
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  time. It's not a question of whether
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  you are effective in that space or that strategy is that you are
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  in the wrong damn strategy. And she's like, I know Christine
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  and I'm like, well, you're making the mistake most business
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  owners do. You're not changing.
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  You're not deciding to be done with it and it's costing you
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  your belief in yourself and it's leading to tears.
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  And I gave her a big hug and said it is up to you to decide
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  your future. Because businesses that scale
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  faster than those that are average or mediocre, which is
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  the vast majority of businesses out there, have one key trait in
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  their leadership is that they make decisions faster.
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  They recognize the writing on the wall.
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  And sometimes, let's be honest, that wall and that writing, it's
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  really hard to see ourselves because it's a reckoning.
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  And she said to me when this conversation was, you know, we,
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  we teed up to this conversation in our call because she left me
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  a voicemail and said, this is what's happening.
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  I'm having a meltdown. This isn't working.
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  Should I quit my business? What's going on?
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  And I said, OK, let's come into this conversation with a frank,
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  trusted safe space. Your business is not failing.
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  The evidence does not indicate that.
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  Do you want it to grow faster? Do you want to create more
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  revenue? Do you want to have more wins?
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  100% across the board where it feels like you're having what I
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  call Flathead syndrome? If you think of Homer Simpson
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  from the cartoon, it's the hand to the head dope.
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  Oh, I know better. I'm wasting time.
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  And I said to her, and I say it to most of my clients at some
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  point because they cannot see it for themselves and they need a
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  safe space, a mentor and person who will be able to shine the
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  light respectfully into it and said you're hiding from the
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  truth. It's not working.
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  And I want to bring the other side of that coin here because
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  one of my favorite books and one that I encouraged Janet to read
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  in this crossroads was I Need You to Look at 3 Feet from Gold
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  Napoleon Hills book. Because I said there is truth
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  that you are, I see it unbiased, non judgmental outsider.
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  I see what's working and the issues you're not having enough
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  wins. And the reason you're not having
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  enough wins is because you're distracted and things that are
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  not working. The wrong room.
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  A room full of non buyers, complainers and mediocre
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  thinkers. You're wasting time with people
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  who you're convincing need to invest.
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  Ready buyers who are ready to implement never need to be
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  convinced. They're fast movers, their
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  decision makers and they are result driven.
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  And they said, if you need to be reminded, I want you to look at
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  your last client, the one who paid you.
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  What did he have to say? He just had sent her this
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  incredible testimonial on how her impact had driven results
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  for his business. And I said that story that this
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  client gave you is their reality.
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  It's a reflection of your services.
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  It's a reflection of what's working, and so the business
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  isn't failing. You're not failing.
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  You're getting caught in distractions that don't serve
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  you, and I need you to prioritize your success.
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  And I watched this just gigantic weight fall from her shoulders
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  and she said this. You might relate.
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  I know I'm spending time in rooms that are social clubs, not
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  business development activity. And I'm not suggesting to her.
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  So we're clear that she cut these social clubs entirely.
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  But she needs to recognize what is business development activity
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  and what is social peer-to-peer fun because I don't think we
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  need to trade that. I think we need both.
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  But the balance has to shift if her results will shift.
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  And so I said, look at your calendar.
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  You're so busy championing somebody else's event, somebody
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  else's room, somebody else's activity that you're never
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  championing your own. You're not championing it enough
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  to create the momentum and the speed you want.
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  And it's hiding behavior. She's like, I know.
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  And so I said you've got to decide.
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  And she said, I'm spending so much time, so much money in
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  things that don't create an ROI. I've invested in courses that
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  were nice to have but not necessary.
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  I got swept up into promises and shiny objects that cost me money
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  and were distractions, but I never operationalized them.
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  I'm in rooms where I love seeing these people, but they're not my
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  people. They don't invest in businesses.
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  They want it more than they're committed to it.
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  And here's what she also said then.
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  It was something that really lifted my heart.
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  She said yours is the only bill every month I pay that I don't
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  regret or think twice about paying.
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  I know that the only person I'm getting support from is you.
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  That actually moves the needle, actually leads to clients,
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  actually leads to the results like the testimonial I just
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  received. So I need your support to help
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  me cut what's not working. So we made the following
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  commitments and I want you to see what I do in real life
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  action because I want you to have somebody in your life that
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  does this for you. And if you do not have somebody
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  immediately and you want one and do you think that I could be
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  supportive for you, I want you to invite yourself to have a
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  conversation with me because I'm on any social platform,
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  Christine Campbell, rapping.com. And you can also book a direct
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  conversation with me if you go to the work with me and our
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  services page on our website. But what I said to her is, First
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  things first, moving forward, I want you to make me a pinky
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  promise. Anytime that you are looking at
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  making an additional investment in a course, in a community, in
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  a luncheon, in a networking room, I want you to come and
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  tell me about it. I want to talk about the
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  financial ROI on it. I want you to build a business
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  case for why this makes sense because I don't want you to work
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  more hours. She has a young daughter.
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  She wants to be focused on her daughter.
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  And we're heading into the period of school time where
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  there will be on a break. And I said you want to be
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  present. So I don't want more hours, I
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  want more effectiveness. So the First things first, when
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  you're looking at outlay of capital, IE your credit card or
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  your cash, I want you to tell me why you're doing it.
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  Come to me, we'll talk about it. I want you to sell.
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  Tell me what success looks like having made the investment.
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  And some of it will be a social jolly and some of it will be, I
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  want to implement this strategy in my business in the next 90
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  days. And if it is something where
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  you're entertained but not operationalizing in the next 30
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  to 90 days, we are going to say no to it.
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  And then while we're working week to week, and this is a
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  client I work with weekly, we're going to ensure that I'm going
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  to help you integrate knowledge to the strategies so that you
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  see more wins. I said, how does that make you
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  feel? And she's like, I need that
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  because I'm struggling to cut what's not working.
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  And she was clear. She's like, I know I'm the
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  problem here, but to be better you've got to make decisions
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  that improve your long term outcomes.
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  So I said that's what we're going to do #1 #2 I want to
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  really talk about what rooms serve you because while you're
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  in rooms right now that for the vast majority are women social
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  clubs, not entrepreneurial communities where winds happen.
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  I want you out of that room. 75% of what you're currently doing
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  by that time back still spend 25% of your time.
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  Go to an event a month, go to an event 1/4.
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  That's fine. These are good people, good
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  hearts, and you enjoy their company.
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  But do it from a reward perspective.
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  Versus I am playing in the game of pseudo business development
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  activity because it's not business development activity.
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  It's the wrong audience, not your buyer, not the right room
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  and I want you to and I challenged her openly to get
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  clear what is a better room. She's like, I don't know.
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  And what did I say? You guys will be shocked BS you
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  absolutely do no better. Do no better rooms because we
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  have identified some. Her particular business is not
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  the online entrepreneur. Her particular business is
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  already a business that is past being a solopreneur.
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  So stop being in rooms of solopreneurs.
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  Most solopreneurs want to stay solopreneurs.
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  They buy themselves a job that's not the client she serves.
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  So I said, you know, other communities where there are
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  companies which typically have 5 to 25 employees, That's a room
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  that's more fit for your services.
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  I also said to her you need to be off rooms that are online
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  focused businesses. You need traditional bricks and
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  mortars. She particularly serves really
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  well in the trade space. So I said there are tons of
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  trade communities. There are tons of businesses
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  that are more traditional than the online coaching healer
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  energy space that would buy your services, that want the outcomes
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  you bring, that do not have a thinking partner that you could
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  provide for them. So I said BS.
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  I said what are the three rooms you need to be in?
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  What are the three people who curate rooms that have been more
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  effective that brought you your first client that had such a
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  great testimonial? I said you have them, don't you?
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  She said I have the list. I said, so do something with the
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  damn list. So we sat there and I watched
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  and she put in her calendar. I'm going to phone Elaine.
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  I'm going to ask Elaine, what other communities should I be
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  part of? And I have had opportunities to
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  talk about the chamber and I should go talk to our local
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  chamber and see where their next event is and go test it out.
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  In less than 30 minutes. We cut what wasn't working.
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  We had a frank conversation because truthfully, tweaking,
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  adjusting and flogging a dead horse is still a dead horse
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  every month. You cannot afford to work what
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  on things that are not delivering an ROI.
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  And I said it when I started, it's sometimes very hard to see
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  the forest for the trees for ourselves.
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  We struggle to know, is this a bad strategy or I'm I the
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  problem? So don't expect yourself to see
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  a blind spot. That's not easy.
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  But she is smart. Are you?
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  She has me in her corner of paid business mentor who's like
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  enough of the BS. You are flogging a dead horse.
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  You're in the wrong room. It's a social club.
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  Get out. I need you to be more effective,
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  not more hours, because the wasted energy is leading you to
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  this belief of nothing's working, the sky is falling,
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  tears, tantrums and this very big heavy burden.
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  Should I keep going? And I said this, and I say this
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  with great integrity and truth. I will never bring you on as a
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  client if I do not believe your business has legs, if I do not
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  believe your business has a sustainable future, if I do not
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  believe that you can create enough income to have a
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  lifestyle that you want, I just won't do it.
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  So I reminded Janet. I said, Janet, do you trust me?
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  They said, yeah, you're the only bill I don't mind paying.
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  I know you will be honest and you will not sugarcoat it.
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  And I need straight talk, said Janet.
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  Your business foundation is solid.
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  You're in the wrong room. We need to quit those rooms,
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  reallocate the time, and we need to work the system you built
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  because over the last year, we've built her the foundations
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  of knowing who to look for, what to say, how to do it.
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  We have a dashboard, we track KPI's.
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  We're looking at the money. And I also said this to her, I
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  owe you an apology because while you have spent on courses
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  without some visibility to me, that's on me.
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  I should have had visibility to it because I don't want you
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  bleeding money and moving forward.
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  You have my commitment to helping you make better
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  financial decisions and actually implement, because that's the
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  biggest thing. Businesses that scale faster
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  decide faster. They implement faster.
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  They recognize when we simply have had not enough runway to
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  see compound effect take shape and when to say this is simply a
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  brick wall we're not going to overcome.
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  Or if we're going to overcome it, we have a frank
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  conversation. Is it worth it at that price?
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  Because you will always, as a business owner, have to weigh up
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  what's worth it at that price. I said, Janet, how many years
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  you been in business? She's like 10.
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  I said, are you tired of not winning?
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  If you're tired of not winning, you gotta cut what's not working
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  and where it is working. I need you to double down.
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  I need to prioritize it. And here's the truth.
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  She needed and I bet you do too. You must prioritize your own
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  success. Stop dragging problems, obvious
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  problems from the outside and fix them.
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  If you've listened to this episode, you know something
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  needs to change. You know something fundamental
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  is a dead horse. If you don't know how to flip
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  the switch, come find me. Christine Campbell. wrapping.com
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  is where you'll find me on any social platforms or on the World
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  Wide Web, and I invite you to make that change.
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  Invest in better outcomes. Build the habit of winning
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  because I can guarantee you somebody needs your service,
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  will be happy to pay for it, and needs you.
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  But if you don't do the effort to get found, to be positioned
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  to be asking, inviting and creating trust, you will keep
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  flogging this dead horse. And my friends, I think that is
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  a shame. And here's what I need to say
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  with tough love, you're better than that.
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  So let's get better results. This is amplify your marketing
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  message and I will see you in next week's episode.
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  That's a wrap on another amazing episode of Amplify Your
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  Marketing Message with me, your host, Christine Campbell Rappin.
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  Be sure to subscribe on your favorite podcast platform so you
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  don't miss another great episode.
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  And be sure to visit christinecampbellrapper.com/podcast
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  to get a free resource on how to master your marketing message.
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  We'll see.