Latest / Online Business Uncovered: Simple Strategies for Female Entrepreneurs / 174: Why people buy your story before they buy your offer

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174: Why people buy your story before they buy your offer · Online Business Uncovered: Simple Strategies for Female Entrepreneurs

• 0:00
  SPEAKER_00: Hello and welcome to Online Business Uncovered.
• 0:03
  SPEAKER_00: This is episode 174, and in today's episode, we're going to be talking about the power of storytelling in business and why your story could be the greatest marketing asset that you have.
• 0:19
  SPEAKER_00: So let's jump right in and let's get started.
• 0:28
  SPEAKER_00: Welcome to Online Business Uncovered, the show that lifts the lid on what it really takes to turn your brilliance into digital products, passive income, and time freedom.
• 0:38
  SPEAKER_00: I am your host Karen, an online business strategist, course creation expert, and your go-to for building a business that works for you and not the other way around.
• 0:48
  SPEAKER_00: If you are an ambitious entrepreneur feeling overwhelmed, burnt out, or maybe you're just ready for a smarter, more sustainable way to grow, then you're in the right place.
• 0:58
  SPEAKER_00: Because each week I'll be bringing you inspiring conversations, practical strategies, and step-by-step guidance to help you create scalable, repeatable digital products that sell even while you sleep.
• 1:10
  SPEAKER_00: So if you're ready to stop trading your time for money, reclaim your time, and finally build a business that gives you the freedom that you deserve, hit subscribe and tune in every Thursday.
• 1:22
  SPEAKER_00: Let's uncover what's truly possible for you starting now.
• 1:31
  SPEAKER_00: Hello and welcome to Online Business Uncover.
• 1:34
  SPEAKER_00: This is the show that helps you turn your expertise into digital products, passive income, and most importantly, time freedom.
• 1:43
  SPEAKER_00: I am your host, Karen, and I really do appreciate you hitting the play button to listen to today's episode.
• 1:49
  SPEAKER_00: Now, today I am joined by another fantastic expert who will be speaking at this year's online business growth summit on the 6th to the 8th of October.
• 2:02
  SPEAKER_00: Now, when people think about growing an online business, what they often do is focus on things like social media, email marketing, and of course sales strategies.
• 2:14
  SPEAKER_00: But there's one skill that has the power to transform all of those, and that is storytelling.
• 2:22
  SPEAKER_00: The stories that you tell will shape how people see you, whether they trust you, and ultimately whether they choose to buy from you.
• 2:31
  SPEAKER_00: Yet for so many entrepreneurs sharing their story feels uncomfortable because they worry about saying too much, not saying enough, or simply not knowing which parts of their journey actually matter.
• 2:45
  SPEAKER_00: So in today's episode, I am joined by Bettina, who is an experienced story coach, educator, and a former television producer who helps change makers and business owners use storytelling to create deeper connections and greater impact.
• 3:03
  SPEAKER_00: So whether you're creating content, you're selling digital products, you're building your personal brand online, or simply trying to explain what makes your business different, this conversation is going to completely change the way you see storytelling.
• 3:19
  SPEAKER_00: So grab a cupper, let's get comfortable and dive in to this week's episode.
• 3:26
  SPEAKER_00: Hello and welcome to another episode of Online Business Uncovered.
• 3:31
  SPEAKER_00: I am your host, Karen, and today I am joined by another incredible expert who will be speaking at this year's Online Business Growth Summit.
• 3:42
  SPEAKER_00: Now, throughout this special series, I'm chatting with our speakers to give you a sneak peek into the knowledge that they're going to be sharing, and more importantly, to help you discover practical ways to build a business that gives you more income, more freedom, and less reliance on selling your time.
• 4:01
  SPEAKER_00: Now, today I would like to introduce Bettina, who is a story coach and educator.
• 4:09
  SPEAKER_00: Um, I'm really excited about this interview.
• 4:12
  SPEAKER_00: So it's lovely to speak to you today.
• 4:14
  SPEAKER_00: Do you want to just start by introducing yourself and let the listeners know who you are and what you do?
• 4:22
  SPEAKER_01: Sure, yeah.
• 4:23
  SPEAKER_01: Uh first of all, thanks for having me, Karen.
• 4:25
  SPEAKER_01: I'm really pleased that I can be here now, logging in from Berlin, living in Melbourne, but today I'm in Berlin.
• 4:32
  SPEAKER_01: So thanks again for having me.
• 4:34
  SPEAKER_01: Look, what what did I do?
• 4:35
  SPEAKER_01: Where am I coming from?
• 4:36
  SPEAKER_01: Um, way back in the last millennium millennium.
• 4:39
  SPEAKER_01: I uh studied um theatre and communication science at uni in Munich and uh was about to become a theater director, but then the I had to I had to go for moving images.
• 4:51
  SPEAKER_01: So I I star I went to to New York Film School and then I started to work for a broadcaster.
• 4:57
  SPEAKER_01: And ever since I produced more than 500 and I think 550 hours of um of German TV.
• 5:05
  SPEAKER_01: So that was uh massive.
• 5:07
  SPEAKER_01: Um but there's another part in my heart besides the you know the story uh is also education and um then I uh uh I developed uh a concept to found an uh TV Academy where I was teaching filmmaking and storytelling here in Berlin, and then personal life got me over to live in Australia back in 2012, and I was teaching film and television at several universities and still do actually, and um Germany, Europe also, and Australia.
• 5:39
  SPEAKER_01: Yeah, that's my background.
• 5:41
  SPEAKER_01: And today I'm now I got I thought I need to put it all together.
• 5:45
  SPEAKER_01: I mean, I don't need to, but I wanted to put it all together, and I founded my company.
• 5:50
  SPEAKER_01: It's called Digital Dolphins, uh Storytelling for Impact.
• 5:54
  SPEAKER_01: That's close to my heart.
• 5:55
  SPEAKER_01: I want to make an impact with the stories I teach.
• 5:58
  SPEAKER_01: And um, yeah, so that's where I am at the moment.
• 6:02
  SPEAKER_00: Wow, you are truly international, aren't you, with uh where you are based.
• 6:07
  SPEAKER_00: And you know, I love the fact that you are in Australia, but you're at in Berlin at the moment, so very different sort of environments and cultures, so uh exciting, especially great for what you do as well.
• 6:20
  SPEAKER_00: Um, you know, with the the storytelling and and picking up with different cultures in the way you live and and that.
• 6:29
  SPEAKER_01: Yeah, look, um uh what I want to add to that is is uh I you know at some point you you say you you ask yourself, what are you doing with your life?
• 6:39
  SPEAKER_01: Yeah, and then I thought, okay, I would I would combine my skills and and help change makers.
• 6:45
  SPEAKER_01: I thought the my target audience are change makers.
• 6:48
  SPEAKER_01: So I went to two um massive conferences back in Melbourne, which one was Women Deliver, where 6,200 women came together and discussed the change for the future.
• 6:58
  SPEAKER_01: I'm still getting goosebumps, and I was part of the media team there.
• 7:02
  SPEAKER_01: And um, talking about stories, uh I thought, okay, how do I approach these women, ask them about their vision and what they want to do uh in the world?
• 7:11
  SPEAKER_01: And uh I came up with the idea to uh to start the conversation with asking them about the stories of their earrings.
• 7:18
  SPEAKER_01: So they were telling me the stories of their earrings and interweaving, interweaving into that uh their mission and vision and where they got them and why they're wearing them, and their best friend, and and it was amazing.
• 7:32
  SPEAKER_01: So, also, you know, already that that just showed me how you can connect with the other human being through storytelling.
• 7:42
  SPEAKER_00: Okay, I think it's really interesting with storytelling, especially in business as well, because it's it's one of the most powerful ways, I think, to get across your message.
• 7:51
  SPEAKER_00: Um, and I think all entrepreneurs or business owners that start a business have a story to tell.
• 8:00
  SPEAKER_00: Um, but it might just be that they don't know how to tell it.
• 8:03
  SPEAKER_00: But I I often think that's the thing that pulls people in.
• 8:08
  SPEAKER_00: It's it's not a fancy strap line, it's not uh, you know, a highly creative logo or anything like that.
• 8:14
  SPEAKER_00: It literally comes down to the stories that they tell, because that of course builds them no lack and trust with their audience.
• 8:21
  SPEAKER_01: That's absolutely right.
• 8:23
  SPEAKER_01: So um talking about audience, because I was working for TV and you're you know, your measure is the rating, so do you reach your audience or not?
• 8:32
  SPEAKER_01: And I'm so trained to see the audience first, and that's also what what my story uh coaching is about.
• 8:40
  SPEAKER_01: So to to whom do I want to tell the story and why would they listen?
• 8:45
  SPEAKER_01: Yeah, why?
• 8:46
  SPEAKER_01: And uh and uh so I always say in a bit, you know, before you improve your story, uh improve your ability to see the person listening.
• 8:54
  SPEAKER_01: Yeah.
• 8:54
  SPEAKER_01: So I would encourage everybody to spend, uh, for example, as an exercise, if I made my say-so, have an exercise to sit in our in a coffee shop and just simply uh observe people and then look at the person next on the table and become curious about them.
• 9:11
  SPEAKER_01: Curiosity is really, really important.
• 9:13
  SPEAKER_01: So, what might their day look like?
• 9:16
  SPEAKER_01: What could uh they worry about?
• 9:18
  SPEAKER_01: What are they happy about?
• 9:20
  SPEAKER_01: What are they hoping for?
• 9:21
  SPEAKER_01: Yeah, and what would make them um stop and listen and feel understood?
• 9:28
  SPEAKER_01: So so if you do that exercise and then you go back to your clients uh and and do the same, yeah, choose one client or make a persona uh in your audience and uh and ask yourself so what's happening in their world?
• 9:43
  SPEAKER_01: Or uh what what do they need?
• 9:45
  SPEAKER_01: What do they what do they need from you and why you, yeah, and how can I speak in a way that meets them where they are.
• 9:53
  SPEAKER_01: And yeah, and and then you connect with your inner story truth, and the moment you connect with your inner story truth, and know the words they would use and uh the the the the the um environment and uh they are in, then you can connect.
• 10:08
  SPEAKER_01: It's like you know, you know the bridge which you know from both shores, one shore and the other shore in the middle they meet, and you have to make sure the bridge is not you know not not not meeting.
• 10:20
  SPEAKER_00: Yeah, I think that I think that's great advice because I think that's something that um a lot of uh business owners probably struggle with is how to really define their audience, um, and even to really kind of get clear on their niche as well, because often people that start businesses are not marketers, they they it's it's a it's a learned skill that that takes time, doesn't it?
• 10:48
  SPEAKER_00: And and still trying to kind of really get clear on exactly who they're trying to target.
• 10:53
  SPEAKER_00: But I like what you said because it is about putting yourself in the shoes of your ideal person so that you can meet them where they're at, that you know, with those that that bridge analogy and that.
• 11:05
  SPEAKER_00: So I think that's great advice.
• 11:07
  SPEAKER_01: Um yeah, and you can actually uh you can actually train that.
• 11:13
  SPEAKER_01: Yeah, sorry about that.
• 11:14
  SPEAKER_01: I just want to switch off the phone.
• 11:16
  SPEAKER_01: Um, you can train that, uh, this curiosity and this it's in the end, it's also about empathy, and that's what they say, you know.
• 11:23
  SPEAKER_01: What you do what you just mentioned, put yourself in the shoes of your of your audience.
• 11:28
  SPEAKER_01: It's not always easy because you also you have so much, you have a super idea, or you have a vision, you have a mission, you know what you want to get out, uh, and then you're so overwhelmed and you have to get it out, and then but the other people don't stop, they just keep a walk away or something like that, and you don't get your idea across.
• 11:48
  SPEAKER_01: So I also another exercise would be, for example, you know, you sit at your at your desk and then you write on a piece of paper the name, you know, give your name, you give your audience a name, the persona, and put it on the other side, and then you get up, go around and sit on that chair and have this, you know, sit on that piece of paper uh and talk as that audience persona.
• 12:10
  SPEAKER_01: And and uh I did this at uni to with the students, and they were just fascinated because some other words came out and they're yeah, right, yeah, that's what we need to do.
• 12:20
  SPEAKER_01: Yeah, yeah.
• 12:21
  SPEAKER_01: So yeah.
• 12:22
  SPEAKER_00: Yeah, yeah, that's great.
• 12:24
  SPEAKER_00: Put yourself in in their shoes so that you can really understand exactly who they are, um, you know, and and it's that relatability, isn't it?
• 12:33
  SPEAKER_00: I think I think that's what people are looking for when they're especially with um you know digital entrepreneurs who are selling online, um, it isn't about what they're necessarily selling, sometimes it is about the who who that person is and whether there's a that you know, there's a trust there, and often that can be built through that that sort of storytelling, you know, sharing stories online that your ideal person can resonate with.
• 13:02
  SPEAKER_01: Yeah, and um there's a fine line between um between um, oh, let me go, you know, with your slate, another take, take two.
• 13:14
  SPEAKER_01: Um there's uh there you know, you have these buzzwords so authenticity and vulnerability.
• 13:22
  SPEAKER_01: And when you're authentic, then then you have to also dare to connect with your inner story truth and and say, okay, I'm I'm I'm ready, I'm ready to share something about myself and my life.
• 13:34
  SPEAKER_01: And uh and the second thing is this um this um you know uh uh authenticity and vulnerability, and then making sure you're not going across a line where you're too old, where you're too open.
• 13:48
  SPEAKER_01: Uh, and that's what I always say.
• 13:50
  SPEAKER_01: That's that's where my work comes in, actually.
• 13:52
  SPEAKER_01: Yeah, that's what I do.
• 13:53
  SPEAKER_01: I listen to people and then and then uh decide, okay, do you really want to go, you know, tell about your um diagnosis and and and why you had to go to the hospital?
• 14:04
  SPEAKER_01: Do you really want to share that?
• 14:05
  SPEAKER_01: Or maybe let's find something else where you were, you know, hit with a turning point in your life.
• 14:11
  SPEAKER_01: Yeah.
• 14:12
  SPEAKER_01: So something which opens yourself so that you um embrace, you open your arms and your heart, and then the audience can do the same.
• 14:20
  SPEAKER_01: And then the connection can start.
• 14:22
  SPEAKER_01: Yeah, but it's a fine line sometimes, and that's when the uh when when uh my clients become insecure, uh, and then I help them to get you know the right the right tone to to find to find the connection then.
• 14:37
  SPEAKER_01: Yeah.
• 14:38
  SPEAKER_00: Yeah, no, absolutely.
• 14:40
  SPEAKER_00: I I think we're in the online world, I think there's a a kind of myth that um it's all about just sell, sell, sell.
• 14:50
  SPEAKER_00: And you know, because we see these things online, don't we?
• 14:53
  SPEAKER_00: We see we see Facebook ads and we see a lot of um overinflated promises and things like that, where people are just sort of selling the products that they obviously want to make money from.
• 15:02
  SPEAKER_00: But uh, but but you touch upon the word connection, and I think in business, I think that's it's at the very heart of anything that we do because ultimately we're dealing with people.
• 15:12
  SPEAKER_00: Um, it doesn't matter what you do, what you sell, whether you're a service provider, a digital entrepreneur, it it really doesn't matter.
• 15:19
  SPEAKER_00: At the heart of what anybody does, it's about building that connection.
• 15:23
  SPEAKER_00: And and it's like you sort of say that storytelling component um is the thing that can really sort of kind of connect people on a level that that is deeper than just buy my stuff.
• 15:36
  SPEAKER_00: Um, and that and I guess that's where you're you're growing your fans, if you like, you know, online or or offline, wherever you may be.
• 15:44
  SPEAKER_00: Yeah.
• 15:45
  SPEAKER_01: Yeah, and you build the trust, as you said before.
• 15:47
  SPEAKER_01: You you you build the you build the trust.
• 15:49
  SPEAKER_01: Okay, you know, you're safe with me.
• 15:51
  SPEAKER_01: If you can, you know, sharing a story, one or two or different ones, and and then the other person feels, okay, look, uh, you know, they understand me and and I can trust these people and and now I buy because I I know I I you know my my time is valued, my money is good there.
• 16:11
  SPEAKER_01: I like to, you know, give my money to that person.
• 16:13
  SPEAKER_01: Um, but that's uh that's it's not the, you know, it's not the how can I say it's not the you know the the the on the marketplace at at 1 p.m.
• 16:22
  SPEAKER_01: when it closes at 1 p.m.
• 16:24
  SPEAKER_01: you know last tomato five bucks last tomato.
• 16:27
  SPEAKER_01: It's not that, yeah.
• 16:29
  SPEAKER_01: Uh it's a bit uh it's a bit more subtle, but that's also the beauty of it.
• 16:33
  SPEAKER_01: The beauty of it.
• 16:34
  SPEAKER_01: Nevertheless, it's it's it goes both ways.
• 16:37
  SPEAKER_01: I have to connect with my story truth, yeah, and I connect with the story uh truth of my client.
• 16:45
  SPEAKER_01: And then you know the biggest question we all, you know, I think ask ourselves, how can we help and how can we serve?
• 16:52
  SPEAKER_01: Yeah, yeah.
• 16:53
  SPEAKER_01: And and then it comes back, and then you say, Okay, okay, I hear you, where you're at, and you know what, I have been there, and um, and uh this is my story, and uh I listened to yours.
• 17:06
  SPEAKER_01: And I don't know if you heard about that.
• 17:08
  SPEAKER_01: Uh uh uh my coach, or maybe our coach, uh James Wetmore told uh told us about the double hero's journey, which is uh of course right on my alleyway because uh um the hero's journey is one of the basics of uh storytelling.
• 17:25
  SPEAKER_01: When you know you you you you leave your home, you get a call, you leave your home, you have obstacles, you have uh enemies, and then you you know you win and and come back a little bit wiser.
• 17:36
  SPEAKER_01: That's the short version.
• 17:38
  SPEAKER_01: But um the double heroes journey is when we actually as as as coaches or as um consultants help our clients to walk that path because we have been there.
• 17:49
  SPEAKER_01: Yeah, yeah.
• 17:50
  SPEAKER_01: And we have we have we have experienced that that journey and had have the had these stories.
• 17:56
  SPEAKER_01: And and if we take the distance and see that this is all actually elements of storytelling, you know, uh the villain, the good guy, the princess, the prince, uh, and then all the obstacles, the nice castle in the back, and then you know, and then when you come closer, it's all maybe just uh um not so good as it looks like.
• 18:17
  SPEAKER_01: So there are all these elements also in life, and that helps sometimes when you have a story to have a little bit of a distance to your own life and understand, okay, it's you know, if I if I see myself on a stage and I know these are all my actors, I can actually cancel their contract and hire a new one.
• 18:38
  SPEAKER_00: I I I I think it's really important, like the hero story that you touch upon.
• 18:43
  SPEAKER_00: I mean, you know, we're with our own stories, we we often arrive at the place we are because of everything that sort of happened previously.
• 18:54
  SPEAKER_00: And um sometimes we don't realise that the reason why we do what we do is because of things that are played out, and we become the expert in what we do because of these things.
• 19:07
  SPEAKER_00: And um, I always because obviously, where I sort of teach other entrepreneurs how to create courses and scalable offers and that in their businesses, um, they they have to kind of step into the identity of an expert, and that can often feel uncomfortable because they then themselves may not feel an expert at what they do enough to create the thing that's going to teach somebody else.
• 19:30
  SPEAKER_00: But we all end up being experts through experiences, and those experiences often come with stories attached.
• 19:38
  SPEAKER_00: That is what is so powerful about it, and and even if you're somebody that doesn't feel like you're an expert, but you're you're gaining results in an area that somebody else is not achieving results in, you are by definition an expert, and that's often because you've gone through a whole load of stuff in order to get to where you are, and that has that story attached to to those results.
• 20:02
  SPEAKER_00: Um, and that's where I feel like that's when you get people is when you're able to share that and draw people in because you are walking their walk as well, and and you're able to kind of really lead them to where they want to go because of your own story.
• 20:19
  SPEAKER_00: That's exactly right.
• 20:20
  SPEAKER_01: So one of the uh that's beautiful, you know, you you feel that beautifully, the double heroes journey.
• 20:25
  SPEAKER_01: Just you know, you you you really took your torch, and you know, uh, there's always uh all light now in all the corners.
• 20:33
  SPEAKER_01: That's that's beautiful.
• 20:34
  SPEAKER_01: Uh the um when when you walk that um uh that that that journey uh and then you want to, you know, be of service and share that, and that uh that builds the trust.
• 20:46
  SPEAKER_01: It's one of the things we do, and I'm I'm sure you know that it's it's it's working on your uh origin story.
• 20:53
  SPEAKER_01: So origin story is the we're the the we the one story which got you where you are, yeah.
• 20:59
  SPEAKER_01: And really uh saying, okay, um, where's the turning point?
• 21:03
  SPEAKER_01: So in storytelling, we always look for turning points.
• 21:06
  SPEAKER_01: Where was your biggest turning point?
• 21:08
  SPEAKER_01: For me, for example, at wars, I always say that, it was when Big Brother, the shows like Big Brother came on.
• 21:14
  SPEAKER_01: Because because this voyeurism uh is that was just too much for me.
• 21:19
  SPEAKER_01: I was working at that time, you know, RTL, um uh Endemol, uh all these big you know companies somehow.
• 21:26
  SPEAKER_01: And I don't know how I ended up in the studio of Big Brothers, where Big Brother, where you really could see the camera um alleyway uh with with little you know holes in between where you could, you know, just watch that people wouldn't see the camera and you could just watch and and see that.
• 21:44
  SPEAKER_01: And and this kind of voyeurism, I just yeah, I just couldn't work for for TV anymore.
• 21:49
  SPEAKER_01: I just couldn't.
• 21:50
  SPEAKER_01: I thought it was just too much.
• 21:51
  SPEAKER_01: It was just too private, private.
• 21:54
  SPEAKER_01: And uh, of course, you know, with the with with the Daily Soap wasn't maybe you know the the the the
• 22:00
  SPEAKER_00: art documentary for art or you know any any any big uh documentary broadcaster but it was at least uh true stories which got people entertained but big brother uh didn't I couldn't work for I I left TV then I went to education you know to to make something better make something up for teach or digital literacy and uh and uh also to uh understand the difference between uh a true story and fake news uh we created a course like that for Macquarie Union in in Sydney yeah wow okay it's so it's so interesting it's really interesting with Big Brother because when Big Brother came out it was it was um it was so popular there was a lot of you know that the whole concept it was new it was fresh and and it really did take here in Britain it really did take off but then there's a line that gets crossed you know and it's it becomes less about the story of people and more about how can we push boundaries and then I think that then changes the narrative of of the program and stuff and and and whatnot but yeah I think like sort of say true storytelling is it go it goes deeper than just you know the fake stuff doesn't really you know you know there's no depth to it there's nothing really to pull you in it's it's just you know just the being nosy I guess uh other people's lives but exactly exactly yeah but but you you know that's what I said before so a little bit of curiosity of a lot of curiosity of other people or and of course for yourself you know what why why am I doing what I'm doing and have I ever thought about that and what is my original story and how can I match my origin story with the original story of my client yeah where do they meet and and then connect and have a coffee over that and and and find out and and the most important thing I also you know I also studied Molière like comedy yeah I mean you have to have a laugh at you know a playfulness a little bit of uh um fun yeah yeah or humor it can be so funny and and the British humor is you know very well known for that the most amazing movies out there yeah so um I thought I might if if that's okay with yours share a bit about what I would do at the summit.
• 24:26
  SPEAKER_00: Yes uh yes of course I would love to know your session yeah because I I know your session is going to be so incredibly valuable um especially you know you touching on the hero story and and um how what what that's about and because I I feel like we all need to really understand what that looks like and and what how that kind of plays out in our own business and with our own audience and that so yes please go ahead do sure do share your session.
• 24:59
  SPEAKER_01: First of all Karen because uh one of my um one of my hobbies actually is to take frameworks and put them into um claude or chat GPT and build interactive training tools yeah so first of all I'm going to bring uh uh a tool which I give for free to your audience which is called origin origin story builder so people can take this home and then build their story and work on that you know how often they they want so I bring that with you because then with me sorry for you for everybody so then they can uh do a little bit of of of training yeah um then secondly I I developed a framework and um and that is called you know funny enough story so s t o r y uh and the first one is uh s for c so see the person who are truly speaking to you and um for for example you answer then question like who is this really for and what are they trying to do become or solve right now and what tension are they living with um what do they long for even quietly and what what words and phrases would they would they use to describe that so so C see the other person like we said before so that's S.
• 26:23
  SPEAKER_01: Then T for tell tell the story only you can tell so and then you would ask questions something like why does this work matter to you or whatever you do at the moment personally why yeah what uh the turning points in uh the insights all of the lived experiences which sit underneath so we are going always you know one step deeper that's a little bit like going down the you know the rabbit hole yeah and uh and you ask the question what do you see what others often miss and that's really important if you find out what you see what others often miss then you can guide your client with that information yeah that's really important and um then we have O for open so open the hearts before you ask for the minds open the hearts of the people do the connection ask questions what do you want people to feel after they listen to your story and what honest human moment could you share that creates that feeling very important so I want I find out what they want to feel and then I go back inside myself and see okay at this very moment in my life I felt like that and that's the moment I share and uh and then with open also what complexity needs to soften so remaining meaning can land and you know we all have so much you know it's like in the um uh in our hearts and minds and you know on our phones and in our computers but if we start to become like uh um yes where's the word uh you know uh builder not a builder where you know um how who's doing who's sorry Karen what's the name of the person who is uh building a statue having a block of marble oh a sculptor a sculptor so all right we all become a sculptor and and take things away but to dare to do that and I I basically always help with that you know and then R for reveal so reveal your message with clarity and power yeah which words feel most aligned with your voice so you ask us a few more questions and in the end it's yield so let your why for yield let your story uh do um go out into the world and do real world um change so and where would your story live and uh what meaningful change can would you make with the story?
• 28:47
  SPEAKER_01: So this is a little workbook I developed and I would do go through that with your um with the people in the session and um and then I would do I would love to do I hope there's enough time I would love to do a hot seat.
• 29:01
  SPEAKER_01: So when and then someone shares this and I give you know I help develop that a little bit deeper and then everybody can witness how I would help to develop that deeper.
• 29:12
  SPEAKER_01: So that's the session.
• 29:13
  SPEAKER_00: Oh that sounds amazing honestly I I love this I love the the framework it's very clear and it's very you you you've nailed the journey um and I think the the attendees will get a huge amount of value from your session um because I think sometimes I personally and for many years I struggled with it how much is too much it's that line isn't it you know you know you you you need to reveal some of what you've been through but there's there's a fine line between not enough and too much so how do you do it in a way that gets you the results that you're looking to achieve and I think what you're what you're going to be presenting is a framework that helps somebody get really clear on what their own story is and how it relates to their audience and how they can use that to develop that deeper level of connection and I and I think it's going to be such a powerful session and that people get a huge amount from so yeah it sounds amazing.
• 30:25
  SPEAKER_01: Thank you Karen um I I have one one quote I quote myself um or I don't know where I did maybe so you're not sure to share what to share you know the fine line we talked about yeah um it's sharing from your uh so let's say you have you have a wound like a like a soul wound wound wound wound yeah wound wound yeah thank you wound yeah so you have a you have a soul a soul wound and then after a while a year so there's a scar so you share from the scar and not from the wound.
• 31:02
  SPEAKER_01: Oh okay that's that that makes sense and yeah that makes sense that then it can't hurt you back because and you're already moved on and you see the scar you are reminded of what happened but you share it with a little bit of a distance and I really like this imagery because it gives me an an orientation yeah how I could craft my my story.
• 31:25
  SPEAKER_01: Anyway there's so much to share.
• 31:28
  SPEAKER_00: Yeah no it sounds great.
• 31:29
  SPEAKER_00: It's interesting you say that because often when we look back and we talk about something that's happened like a key turning point it's having that objectivity around it and um you know being able to see it from a perspective of well I'm I'm I'm here now because of it.
• 31:43
  SPEAKER_00: And I think sometimes that can sort of just give a different angle to what you're talking about rather than it it like you say being so raw, so open where you're sharing something that has so much emotion attached it's almost being able to kind of talk about something from a place of that detachment so you can take the lessons from from what you've experienced and been through and because those lessons will be the thing that will um you know connect with your audience because that's what they'll be looking for as well.
• 32:18
  SPEAKER_01: That's what they are looking for and then they they connect with you then they have a you know they have a platform where you can they can jump on from their boat they have the platform or of what you shared and then they should share the their story and and become your client.
• 32:34
  SPEAKER_00: Yeah yeah definitely definitely I know in my own business as I do what I do more so so back in 2020 I pivoted into the online course space and from there I started um sort of working with service providers helping them sort of build online courses and and um scalable offers um the more I lent into my own story my own journey my own truth really um it it it it made it easier to kind of build my audience and connect and um for my birthday back in February I did um I did a five day email promotion I I have a small digital product that I was promoting but I was talking about my journey into passive income which is what my product supports with and it was really interesting the responses I got from just sharing my story.
• 33:29
  SPEAKER_00: And I think that was probably the first time that I'd done it the way I'd done it that I'd broken it down and I'd actually sort of explained why I now do what I do.
• 33:38
  SPEAKER_00: And it was so interesting that the the the response that I got from my audience and the conversations that then took place um and the things that they um kind of reflected back at me that that obviously stood out for them.
• 33:54
  SPEAKER_00: And it was at that point that I realized that it was the storytelling component that was what the powerful piece was.
• 34:01
  SPEAKER_00: And then that led to conversions and and and the sales that then then took place.
• 34:06
  SPEAKER_00: But it was because I provided that context I wasn't just by this thing that I've created it was this is who I am this is what I do this is why I do it and this is why I'm here helping you to do what you need to do right now and I think because of that it it made a real difference.
• 34:24
  SPEAKER_00: So I so firsthand I know that that power that that it brings and so I think your session is going to be absolutely fantastic.
• 34:33
  SPEAKER_00: I'm really excited about it.
• 34:35
  SPEAKER_01: Really excited thank you Carol you just said it it's the power of storytelling it's one thing I always say uh as Yuze just mentioned and also uh storytelling is what makes us human.
• 34:47
  SPEAKER_01: That's I really believe that I really believe that and um yeah and then you know it's so beautiful what you just shared.
• 34:54
  SPEAKER_00: I mean it was just the proof yeah yeah yeah and and I for a long long time I struggled struggled with allowing myself to be vulnerable.
• 35:04
  SPEAKER_00: You know and and the fact that you when you sort of said it's about the scar, I think because I was able to look back and be objective um over why I moved into the work that I now do um it I was able to kind of deliver it in a way that was obviously quite powerful for the people receiving it.
• 35:23
  SPEAKER_00: But it wasn't the sales that I valued it was the conversations that took place because I had it was other people saying I get I I completely understand how you felt because I feel that right now and then it's like yes that that's what this is about.
• 35:40
  SPEAKER_00: It's that connection that we we're looking for the sales are just the the nice icing on the cake at the end of the day when you know you're looking to sort of generate that income but it's that connection um I think um and I think as humans we want to feel connected to other humans.
• 35:56
  SPEAKER_01: Yeah we want to yeah you know sometimes we deny it but um but we really want to I think yeah absolutely absolutely um before we finish um today's episode I just have some quick questions for you um so what do you prefer coffee or tea I prefer coffee I live in Melbourne Melbourne's the coffee capital of the world so I need coffee lovely lovely yeah like right back at you I love my coffee um what's one business book that you think every entrepreneur should read yes uh I have two but uh definitely the first one is uh wouldn't maybe call uh really describe as a business book but then again maybe yes it's it's called Crucial Conversations Tools for Talking When Stakes Are High from Carrie Patterson and that book helped me to navigate difficult and non-difficult uh situations where I needed to have some tools for conversation and and one of the best uh advice in that book is uh when you come in a room and you have a meeting then uh establish your mutual goal first and ever since I do that mutual goal and that book I can really highly recommend for any conversation and that's what our business is about.
• 37:23
  SPEAKER_01: We always have conversation with everybody.
• 37:25
  SPEAKER_01: Yeah yeah no that sounds a great book yeah what's one tool or app that you just couldn't run your business without well I have to admit I think it's ChatGPT at the moment but a little bit of chat I don't know why I say it so so shyly like a little girl but uh I really I I I use it as a creative partner yeah uh uh Claude is well for coding but chat GPT helps me to clarify some ideas sometimes it's it's uh it makes ideas more complex which is not good yeah um definitely use Google Drive a lot uh but I just you know I just have to say it's it's it eases my day yeah yeah no I love a bit of chat so uh I I'm with you there um what's the one best piece of business advice that you've ever received yes um I quote uh uh James Bedmore here yeah and uh that is uh what got you here won't get you there.
• 38:29
  SPEAKER_01: I love that quote I he says it a lot and I love it I just think because that is all about identity yes isn't it and and and I yeah that's such a path I I have that in my head a lot yeah so whenever I do something I say okay that's how I did it so far you know now I do something just a little bit different yeah and I really it's really it's not easy because you know you fall back into your patterns but anyway I wanted to share that and the second one by the way also James is the 80 20 rule 80 selling 20 creating and I'm a culprit of the other way around that's for sure yeah I I yeah I relate there.
• 39:14
  SPEAKER_00: In one sentence what does building an online business mean to you?
• 39:20
  SPEAKER_01: Yeah for me on an online business definitely with me moving you know Melbourne Berlin Italy Sweden whatever um building on online business means having the freedom to to do what I want to do to serve people help people wherever I am because I have family in Melbourne and family in Berlin so for this online component of this business doesn't uh cut down my my my vision uh and mission if you want so to help people uh and it it enables also the traveling so that's what I love about it.
• 39:56
  SPEAKER_00: Yeah I love that because you have freedom to to go wherever you want to go and do whatever you want to do but you still get to do the thing you love.
• 40:07
  SPEAKER_00: Yes get up in the middle of it but then oh uh Bettina thank you so much for uh today's um episode honestly I'm so excited about your session um if you've enjoyed this conversation then you are going to love the online business growth summit because this is just a small taste of what is to come alongside today's guest you'll hear from over 18 incredible experts covering everything from digital products marketing sales visibility audience growth and so much more and it's all designed to help you build income beyond selling your time now you can register for free using the link in the show notes and I can't wait to see you in the next episode of online business uncovered.
• 41:01
  SPEAKER_00: Thank you for joining me today it's been an absolute pleasure Bettina thank you.
• 41:06
  SPEAKER_00: Thank you so much for tuning into today's episode I really hope it's given you something to think about and perhaps inspired you to look at your business a little bit differently.
• 41:17
  SPEAKER_00: Now if you've enjoyed this episode then I'd be grateful if you could go with a friend or a fellow entrepreneur.
• 41:23
  SPEAKER_00: It really helps more people discover the podcast and you never know who might need to hear this message today.
• 41:30
  SPEAKER_00: And if you're ready to start building a business that gives you more freedom then I would love to invite you to join me at the online business growth summit.
• 41:39
  SPEAKER_00: Now this summit is taking place on the 6th to the 8th of October online it's completely free to attend and it's going to bring together over 18 expert speakers who will be sharing practical strategies to help you create a business that you love a business that truly supports your lifestyle you can register your free post today by visiting wwwnline dot com I will be back next week with another episode but until then have a wonderful week thanks for tuning in to today's episode of Online Business Uncovered if today's conversation has sparked an idea or gave you a dose of clarity then please make sure to check out the show notes for all the links and resources mentioned.
• 42:30
  SPEAKER_00: New episodes land every Thursday so hit follow or subscribe to stay in the loop and if you're loving the show a quick rating or review goes a long way in helping more brilliant entrepreneurs like you find this show.
• 42:44
  SPEAKER_00: Until next time keep showing up keep sharing your brilliance and remember freedom in business is possible and it starts with taking the next right step