Episode 482: I Fix 4 Broken Business Funnels in Under 30 Minutes (Live Audits)
Four UK businesses attended a live hot seat with broken Facebook ads, webinars that aren’t converting, stalled product funnels, and no booked client calls. All four left with the exact fixes.
In this live hot seat session, Adam Stott, the UK’s go-to business growth coach, fixes exactly why they are not converting into customers and clients.
What you will learn in this episode:
💰 The £5 customer acquisition cost breakdown that turns a losing Facebook ads campaign into the most profitable number in any business
📞 The one phone call every coach, consultant or advisor running webinars and masterclasses must make to turn no-shows and non-bookers into booked sales calls
🎯 The niching principle every coaching business, consultant and service provider must pass before spending another pound on meta ads or Facebook ads
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🔥 Work with Adam to get unstuck and break through £1 Million /yr in your business too: https://shorturl.at/b6QAB
🎬 Watch on YouTube: https://www.youtube.com/watch?v=UppribP-mqM&list=PL1uyFXh-eUq8wiOaAzJgLpnMk2iVpWv_z
Get your Business Growth Secrets SUCCESS PLANNER for FREE:
https://adamstottplanner.com/free-book47315172
Connect with Adam on Instagram:
https://www.instagram.com/adamstottcoach/?el=Pod
Join Adam’s network on LinkedIn:
https://www.linkedin.com/in/adam-stott-coach/?el=Pod
Transcript:
Please note this is a verbatim transcription from the original audio and therefore may include some minor grammatical errors.
[00:00:00] If you’re a coach, consultant, or business owner and you’re running ads, but it’s not quite working and you’re not getting the clients that you deserve, then this one is for you. I’m gonna break down for business owners trying to get their marketing right. We’re gonna look at every single part of a funnel that can break, and we’re gonna show them exactly how to fix it step by step.
[00:00:19] And make sure that you watch all the way to the end. There might be some magic in here that you can adopt and apply to your business so you can get the breakthrough you’ve been seeking too. First up is Framida. She’s running webinars. People are showing up, but they’re not booking a call. Let’s see what’s going on and fix it.
[00:00:36] So Framida, “I ran my first masterclass last week. I spent £210 on ads. 40 people registered, 12 attended. What’s the best way to convert some of the 12 attendees into clients? What should I do with the remaining people who registered but did not convert? I’m setting up an email nurture sequence. I’m also planning another masterclass.
[00:00:55] Is that one too soon? I’m not getting many booked calls.” Okay. Do you wanna [00:01:00] add in any extra clarity for us? Yeah. So I’ve since then I’ve had another person who’s contacted me, and she wants to book a call. I did the landing page for the masterclass. I had the masterclass last week, which was about an hour just going through basic investments, pensions, ISAs, et cetera.
[00:01:16] 12 people attended that, and since then I sent them an email afterwards just to say, “Thank you for attending,” blah, blah, blah, and I haven’t done very much else. I’m not really sure what else to do. Okay. This is where we’re at, right? £210 on ads. Yep. Uh- 40 people signed up. Yeah. Now, the 12 people, did they stay on the training?
[00:01:33] For the full hour, yeah. So 12 stayed on for one hour. Yeah. And at the end you offered to book a call? Yep. And how many of the 12 booked a call? So three of them emailed me to say they will book it, they’re just going through their finances, but they haven’t yet booked a call. Right, okay. So- Oh, well, one person booked a call, but she was actually a student and wanted to find out how to get into banking.
[00:01:52] So we did get one person, one person to book a call. First of all, I’ve gotta say, well done. Ever since you’ve joined Gold Circle, [00:02:00] you show up, you get stuff done, you’re doing what we suggested, like running ads. You’ve gone out and got Demo Power, which is your webinar. Yeah. So first I wanna congratulate you for the progress, so it’s great, okay?
[00:02:09] Thank you. Now what we’re gonna do is we’ve gotta optimize it, right? The problem isn’t really in the ads, because you got a decent amount of leads. The problem really isn’t in the show-up rate, because we had a decent amount of people show up. They stayed, but nobody booked calls. You putting them on an email list, so let’s say that this is your next action, and you just send them loads of emails.
[00:02:27] Well, basically, all of these leads will just die a slow death. Let me context that. Yes, you should send them emails. Yes, you should nurture them. But absolutely not should you rely on that, ’cause this is what will happen. Email goes out, 30% of the people open, 70 don’t. Next email goes out, of that 30% that just reduced, 30% open, then it reduces, and before you know it, you’ve got no emails left.
[00:02:46] Like, you’ve got no leads in there. So the first thing you gotta do is you’ve gotta get feedback from these clients that attended, and you need to ring them. And they’ll be very open to this, because you are now an authority figure, ’cause you just spent an hour with them on the [00:03:00] call. So when you pick up the phone and say, “It’s me, dear.
[00:03:02] You were on my webinar,” they’ll be like, “Oh, oh, you’ve called me.” Yeah. ‘Cause most people wouldn’t, and this is where you get a bit of differentiation. And then you speak to them, and you just sort of say to them, “Hey, look, um, I wanted to get to know you better. Obviously spent some time with you the other night.”
[00:03:14] And obviously you’re gonna grind these leads, but you wanna ask them, it’s like, “Why did you not book a call at the end?” And what will happen is every single person that you speak to will say different things, and those different things are what we need to add in to the presentation to be able to get the conversions that we want.
[00:03:29] So really you’ve got one of two problems, by the way. One, what I just said. Everything I just said, which is the presentation is not converting. Now, the only other problem you could have, you’ve got the wrong person watching the presentation. You can ring the people. If everyone you ring is like, “Oh, I’m just a student,” you know that your messaging’s wrong, and then we can go back to the beginning of the funnel and we can change the messaging to get the right people.
[00:03:49] If people ring up and they go, “Oh, well, you said about booking a call, but, you know, I didn’t really understand what that call was about. I didn’t understand what we were gonna do on that call,” then you know that actually you [00:04:00] need to do the, the sale part. This is a key point for everybody that’s watching, right?
[00:04:04] ‘Cause this is what a l- lot of people think. They think because you offer a free call, you don’t have to sell it. Uh-uh. You offer a free call, you have to sell it, because sometimes just because… Don’t think that it’s good just because it’s free. In fact, a lot of people think ’cause it’s free, it’s no good.
[00:04:20] So you’ve gotta make it very influential, very persuasive, and give them the reasons why they should book. That’ll help you Okay. That’s really amazing. Thanks, Adam. Just one other question. So that’s for the 12 people that actually attended the webinar. Yep. What about the others that didn’t, but signed up?
[00:04:35] I’ve got some of their numbers as well. Same answer, right? It’s just like, ring them up and say, “Why didn’t you show up?” And guess what? Get them on the next one. And then the other thing is, do one of these every week. Bring new leads into the funnel. All the people that don’t show, you wanna ring them, get them on.
[00:04:49] And then what you wanna do is as you start making more sales and things go better, then you get somebody else to do the calls. Make sure that you get your learnings in those phone calls- Mm-hmm, yeah … so that eventually you’re gonna train somebody else to [00:05:00] do that. Because you don’t wanna be ringing people forever.
[00:05:01] Fabulous. That’s really, really helpful, ’cause I was a bit stuck on what to do next. That’s all right. So that’s really helpful. Thank you so much. That’s wh- that’s why we’re here. Well done. Keep going and, uh- Will do … you’re gonna do some cool things. All right? See you soon. Cool. Thank you. Pleasure. Right. Next up we’ve got Paul and Michelle.
[00:05:16] They sell compost products for gardening, and they think they’re losing money, but there’s something more going on here. Let’s dive into the numbers. We have spent £415 on Meta ads to the funnel, of which we’ve received seven orders, with an income of £348. We’ve tested 12 different ad formats. We’ve got one customer that’s upgraded to £46, but today each order’s cost me £50.
[00:05:40] The amount spent so far on Meta ads is £422. Total income is £769. So each advert is costing us £3. You have to understand the ads game. The way that we run ads, we run ads to a free event. We might spend £15,000 on ads, and guess what we get back. [00:06:00] £15,000. Ups and downs, peaks and troughs, et cetera. And you go, “Well, how on earth am I gonna run a business like that?”
[00:06:07] And this is where a lot of businesses fail, ’cause they don’t understand the psychology. Well, not fail, but they fail around ads. Well, the psychology is I don’t care about the first sale. What I care is about the back end. So this is front end, and all that matters is back end. The purchases that people go on to make from you after the fact are where you’re going to get your profitability and where you’re gonna get your customers.
[00:06:29] So the minute, if you’re like, “Well, I spent 400 quid and I’ve got 769 back, and I’m losing 58 quid after the compost,” but what you’ve done is this is your, essentially, your CPA. You’ve got 12 customers. It’s cost you 58 pounds to get 12 customers. That’s about five pound a customer. Now, imagine that you could buy customers that buy stuff from you for five pound a customer.
[00:06:53] How many would you wanna buy? Well, I would just wanna keep buying them, because guess what? Now I’m gonna pick up the phone next week [00:07:00] to these 12 customers, and I’m gonna say, “How are you doing? Are things are going? Like, do you wanna, do you wanna buy a bigger order?” And then they’re gonna make money, and then next month they’re gonna make more money, and then a month after they’re gonna make more money, and a month after they’re gonna make more money.
[00:07:12] Right now, these 12 people didn’t know you existed a month ago. What is interesting is that it was a 695 block- Yeah … that was the offer, but every single one of them spent, traded up and spent 46 pounds. If it’s not becoming clear, I think you’re doing well. Right. Okay. And I think that you don’t think you’re doing well.
[00:07:30] Yeah. But the reason you don’t think you’re doing well is this happens all the time with business owners. Business owners don’t get ads. I actually think you’re doing very well, ’cause it basically costs you five pound to acquire a buyer of your product or service. Wow. Now- Mm … we just build a database of buyers, and we get all these people that are buying your product or service.
[00:07:49] They know your brand. They know you are. Now we can email these people. We can call these people. We can WhatsApp these people, and then we can sell them other stuff. And now all of this is profit, [00:08:00] because you haven’t got to pay for the marketing because you’ve acquired a customer. Yeah, one of our big problems is that we haven’t got a lot of other things to sell to them, because we didn’t think they would all go- Ah
[00:08:07] for the 46 thing. We’ve got a sunflower which we can now follow through on. Yeah. Well, first of all, create new offers. Right. That, that solves that, right? So we wanna- Yeah … create a new offer. And a large, bulky, high… This is why we teach you, everyone. We teach you the concept of client journey, because we wanna take people up our client journey.
[00:08:25] You’re like, “I’m getting clients.” Yeah, well, great. You’re getting clients, but then you’re letting them die here. Well, a bit like your compost, we want them to help it grow Right. We want them to- we want to keep buying, right? So we need to figure out what’s a big bulk order that we can do, compost for life, and get a lorry load to them.
[00:08:45] Or, or what’s a, or, or what is a different order that could be recurring? So for example, if you buy a customer for £5, and then they go on a monthly recurring, and then every month you send them new co- compost, these 12 sales [00:09:00] become free. Now you’ve got a powerful business because you’ve got no marketing costs.
[00:09:03] The only reason you need to measure impressions and click-through rate and cost per lead is when your funnel breaks and you’re like, “Adam, it was working. We was doing all this business, and now all of a sudden my landing page don’t convert.” Yeah. Then we’re gonna look at the opt-in. Then we’re gonna look at the ads.
[00:09:18] Then we’re gonna look at the clicks. You haven’t got that problem, so there’s no point measuring So we should be spending more and more money You should be acquiring more customers. Yeah. And you should be getting those customers to buy more stuff off of you. Yeah. Thank you very much. Thank you. Good. Good luck.
[00:09:30] Pleasure. Pleasure, pleasure. Well done. This stuff’s life-changing because you get this funnel working, this is a g- absolutely life-changing. To be able to acquire customers for £5, you’ll absolutely smash it. So it’s- … it’s all about the psychology, and it’s understanding why you’re doing things to get different results, and I think that’s really cool, so I’m really pleased for you.
[00:09:48] Well done. Really, really good. Now William- Good to see you, right? … a design consultant- You as well … that’s got a strong value ladder. There’s something in the funnel is stopping people from buying. You’ve been running your funnel [00:10:00] for three weeks. Yeah. It’s an evergreen webinar. It’s about 20 minutes long where I pitch my course for two nine- £249 at the end.
[00:10:08] Yeah. I have a few registrations, but I’m not getting the sales that I want. This is the landing page. Can you tell me what you think is not working? It’s basically it’s been running for three weeks. I’ve made changes probably once a week. So I’ve changed things, like I’ve changed the button color, I’ve changed the hero, the text, the copy.
[00:10:25] Just tweaking it, and it’s slowly getting better. But w- what I’m finding is the ad spend is going down, so Meta’s, like, scaling it back, and I think that’s because I think people are seeing it repeated times. I’m selling to designers, so I think there should be something more visual there. Yeah, 100%. Um, yeah.
[00:10:42] Okay. So to watch a 20-minute training, the headline is, “You’re probably undercharging. Here’s how you find your hidden 15 to 25% price gap.” Yeah. Mm-hmm. The thing is, you might wanna call the identity. So the first thing I would do is call the identity of the person that you’re trying to reach. It’s for designers.
[00:10:59] I’ve [00:11:00] mo- I’ve increased the, the, the, the niche really from just, not just architects, ’cause interior designers and landscape architects as well, we all have the same issues. Attention professional designers. Yeah, yeah. Um, you’re probably undercharging. That makes a, a lot more sen- sense straight away off the bat.
[00:11:18] Mm-hmm. Landing page changes team. So this is where I’ll just talk about the landing page changes. First of all, all of this is very, very blue and very wordy. You’ve gotta read this, you gotta read this, you gotta read this, you gotta read this, you gotta read that. Now, this is the problem with that. In today’s world, in today’s very busy world, when you’re running ads, people give you three seconds, see if they like the ad, they click the ad.
[00:11:41] They wait for the landing page to load, and then they read the first line. And you need to be great at hooking them on the first line, which we can improve by adding in that identity and then giving them the headline. That’s awesome. But then we need to hook them a bit more and give them something better to keep them reading.
[00:11:59] If we [00:12:00] just keep giving them bundles of text, because we know about left-brainers, right-brainers. A, a right-brainer, somebody that’s very fast-moving, you know, and action-taking, like your spades and your diamonds, they ain’t reading all that. The only person reading all that is your club mentality and, you know, that kind of thing, and a bit more heart-based.
[00:12:19] Now, you could argue that designers are more club-based. Architects probably are. But your interior designers are definitely not. So you’ve got a mixed different, um, avatar there, so you need to be able to talk to them in two different ways. So there’s a couple of things that we would do on that. Now, that’s not the issue, though.
[00:12:37] The reality is this doesn’t matter too much. You don’t actually need this information at this stage because you’re wanting them to watch your training. You’ve asked them to register. Why do you care if they say they’re an interior designer or not? Yeah, it was more about segmentation so I can sort of personalize in the nurture.
[00:12:53] Yeah. That part can stay if it has to, right? Yeah. This is the irony, is this is where it actually gets better. ‘Cause I come on here, [00:13:00] I see a better headline, I see a big picture of you, which is more personal, I see a lot more text, which is actually better, and I see a training there. My biggest problem with this bit is you watch a 20-minute video and then you ask them to buy something for 250 quid.
[00:13:17] I just think that you don’t actually want them to spend 250 quid, you want them to actually buy in your value ladder. Yeah. Yeah. Okay? So let’s look at that for you So again, everyone that’s watching, you know, some of you are brand new to us, um, you know, in Gold Circle. All of the lessons essentially link together.
[00:13:36] So essentially your, your funnel is there to drive your client journey, and the client journey that we’ve got here for Willingham. William. William. No words, get them out. Right. Okay. Professional speaker and all that. Okay. So we’ve got a, uh, we’ve got a free 20-minute. That’s your demo power. You’ve got your 250 quid here, um, which is your [00:14:00] online course.
[00:14:01] And then what is the… What comes next after that, buddy? The next is a, um, a what I call a, a sprint. An implemation… An implementation sprint, which is a cohort. So a g- a group cohort. How much is that? 3,000. Okay, so 3,000. And then what’s after that? Then after that it’s me one-to-one, 2,500 a day. Is there a longer term thing that they can buy?
[00:14:23] That can be on a, on a, on a retainer. So like a monthly kind of thing. Yeah. Okay. So basically it’s a 30K- Yeah … retainer. Yeah. This is the cool thing, Tim. This value ladder, this client journey is perfect. This is absolutely beautiful. It all works. What doesn’t work is if we can’t get anybody through it, we’re not gonna be making any money, which is the problem.
[00:14:45] And right now you’re essentially doing your free bit and you’re opening the door to them doing this. Yeah. But they don’t know this exists, and they don’t know this exists. Yeah. Now bear in mind you’ve got your spades. They just wanna go straight to [00:15:00] the top. They’re like, “All right this guy probably… If he can help me make money, I just wanna go and do that.”
[00:15:05] And then you’ve got other people that are gonna wanna learn at different paces, et cetera, and they’re gonna fit in here. But you need to open up the journey to allow people to move through it. So this is what I would do. I would like… Two pieces of advice. First of all, don’t try and sell them here. It’s pointless.
[00:15:22] Okay. They watch the video, they book a call. Okay? That’s it. So you run booking a call. Now they’ve booked a call, you’ve got the three options. You either down sell them. They go, “Oh, William, I love you, but I’ve got no money.” Great. I’ve got this online course, 250 quid. “Oh, yeah, I love you, but I need to learn more.
[00:15:43] I need to do it before I go for this.” Fine. You go here. “I wanna go straight to the top. I think you’re great.” Then you go here. Mm-hmm. Now they’re on the call with you- We can offer those different things. Yeah. And we’ve got the ability to down sell, premium sell, core sell. [00:16:00] Perfect. But what you’re doing at the moment is you’re gating them too much, therefore you can’t get any throughput.
[00:16:07] You’re basically putting like a dam in front of your ability for people to buy stuff from you. Yeah. Yeah. So you wanna come out of that. Now, the second thing, I think you should just test this page to book a call. ‘Cause you’re making people register for what? You know- Mm … the people you registered, you didn’t even call them.
[00:16:24] No. No. So, so what, what, why do you wanna take them through? It’s like, you know, atten- this should be, “Attention design professionals, how to add 50,000 to your practice annual revenue without working on brows or cutting your fees.” I would probably make that six figures. How to add 100K to your practice’s annual revenue if you can do it, obviously if you can, you can oversee that, without long…
[00:16:49] And I would put, “Attention design professionals.” And then I would say, “This video training helps you add the six figures.” I think you c- you could start off with 50 grand, ’cause I think in the [00:17:00] beginning of your video- Yeah … you’ve got that 50 grand. Yeah. Yeah? Yeah. So start off with 50 grand, and then book a call with me.
[00:17:07] And you’ll have calls. You’ll, you spend 100 quid on ads, or let’s say even if it costs you 200, let’s say it costs you 100 pound a call, you’ll have people on the calls this week, and if you get 10 calls, you’ll get one or two there- You get one here, you get one here. Now you’ve got, like, 100 quid and you- you got, like, 35 grand.
[00:17:28] So they’re the changes you wanna make. Okay. Mm-hmm. Um, in the short term, I think that that will empower you. That will get you better results. You’ve got a nice niche. You’ve got good experience. You’re professional. This landing page looks much better than the other one. I think people get very lost in the process, in the nitty-gritty, and they forget, and this is what you gotta remember about marketing, is the bottom line is we wanna go and find people, and we wanna put them in an environment where we can offer them a product or service that helps them.
[00:17:57] That’s all you gotta do. And in order to do that, [00:18:00] we need to speak to people, we need to build relationships. And if you try to rely too heavily on automation, that doesn’t happen, and you don’t get the result that you want. So start, start focusing on building relationships over, like, your automations. When you get bigger, if you’re doing 10 million a year, then we’ll worry about w- like
[00:18:22] Or even you’re doing a million-plus a year, then we get into that. But first of all, your first clients are gonna be the people you speak to. So go … P- get more people on the phone with you, get in front of more people, you’ll get more deals. Any questions on that, mate? No. Thank you. Yeah. All good. Lots. Well done, mate.
[00:18:37] Lots to stay with me. Thanks very much. Top man, yeah. Yeah. Thanks for coming in, yeah. Thank you. Brilliant stuff. Let’s give it up for Will. Our final hot seat today is with George. He’s a leadership coach trying to reach everyone. Let’s dig in. Now, this is the most important thing. This is for everybody that’s watching.
[00:18:53] I will advise, and I’ve been doing this for decades, the one advisor you also wanna listen to is the market [00:19:00] Right? Because the market has a lot more ev- like, all the evidence in the world. So what’s the market saying? Have you launched this? What’s been the responses? What’s been the result of the funnel?
[00:19:10] Yeah, so it went live last week. I’m running it, uh, Meta and LinkedIn ads. It’s had about 500 clicks across both, but no calls booked. That tells us there’s a problem. How much have you spent on advertising so far? Budget at the minute’s a tenner a day on each, so on Meta and LinkedIn. Who is the target market?
[00:19:26] Predominantly founders, leaders, business owners. Is there any niche? Not yet, no. It’s gonna be quite broad. Um, that is gonna be a, a little bit of an issue. The other thing, you’re testing it in LinkedIn and Meta. I think that first of all you should focus on one channel, because you’re gonna get two s- different sets of feedback, two different ad budgets, two things to check.
[00:19:48] Um, I would just focus on one, and to be honest, I’d focus on Meta at the moment. All right, let’s have a look then. Okay. “Stop being the bottleneck in the business. As a business owner, you’re feeling overwhelmed, isolated, have imposter syndrome.” [00:20:00] There’s some, some SMERCO bits, right? This is the issue, okay?
[00:20:02] This is why it’s not working so far. When you are marketing anything, it’s, it’s quite straightforward, but the problem is, is most small business owners, they feel like they’ve gotta serve everyone, and because of that, their messaging is weak. Because of that, their messaging is generic. Because of that, they’re not pinpointing a certain p- person.
[00:20:24] This is the cold, hard reality. You’re choosing two social media channels at the moment, George. LinkedIn, Facebook, and Instagram. So you actually got three going, yeah? Now, on that, you got two billion people on Facebook, got a billion people on Instagram, and you got a billion people on LinkedIn. And your message is, in a market that’s 5.6 million in the UK alone So your budget is so small compared to market size that you’ve got a massive issue.
[00:20:56] Yeah. So what do you do? You can either spend insane amounts of money, [00:21:00] which is not viable for most people, or you can narrow in. Now, the w- that has to happen in order for this to succeed, right? It’s because you’re, you don’t have… Your landing page doesn’t call out any specific person, has to be specific, and your landing page has to call out a specific problem.
[00:21:22] Otherwise, you’re going broad. So this means essentially you’re competing with people that are spending a lot more. Because essentially you’re competing with me, right? And I’m spending 300 grand a month, so I can… I’m… The amount of eyeballs I’m buying compared to the £300 a month is insane So you’ve gotta look at that, and then you’ve got other people in the market play, like the big, like big, like big guns, you know, as well.
[00:21:47] You’ve got big gurus from America. Grant Cardone probably spending 2 million a month. That’s what you’re competing against, and it’s just not viable if you don’t niche. This is why everyone, in Gold [00:22:00] Circle, the first thing that we do is we say, “Who is your target market?” And if it is generic, you will not be able to reach it.
[00:22:09] It, it’s not feasible to reach the market if it’s just everyone. It won’t work. Okay? So your thing that you’ve got to do here, you must do, is you must choose a smaller category. You got me, and you got you. Okay? And we both market to the same person. I’m just giving me as an example, but it could be anyone that’s got a big brand.
[00:22:33] So someone’s got a big brand. So we’ve got big brand, and then we’ve got your business at the moment. Now, what’s gonna happen is they’re gonna see a big brand, and it’s okay for a big brand to be a little bit generic because you’ve got the buying power to go much broader. Okay? However, if I see this ad and y- and they see the ad of me, they see the ad of you, and you go, “I help [00:23:00] opticians build great teams,” the optician that comes on here is gonna be like, “Well, do they understand me?
[00:23:10] Do they understand my business? Do they even know what type of glasses work?” And they’re gonna get in all their head about it. And then they’re gonna look at you, and they’re gonna go, “Well, they’re smaller, but they understand all about the glasses. I’m gonna save so much time talking to them.” And they go, “Do you know what?
[00:23:28] Even though this guy’s smaller, I don’t really care, ’cause they’re specialists Make sense? Yeah So otherwise, it’s either get your wallet out and play with the big boys, that’s option one, right? Which I don’t recommend, by the way. Or it’s option two, if your ambition is there, you’ll be bigger than everyone.
[00:23:48] But it takes time. You know, at the beginning, you have to build towards it. Option two is we’ve got the brand element there. Now we’ve got the ability to go and obviously get a [00:24:00] message to these people that’s really, really specific. So leadership is, are you going into teams, you’re acting as a leader? Big category.
[00:24:07] The categories underneath leadership are, are you afraid to have a candid conversation with your team? That’s a category under, candid conversations. Another category underneath leadership would be speaking to groups and making an impact. Another category of leadership would be developing and training your team.
[00:24:27] Another category under leadership would be, you know, um, uh, unifying departments, right? And the categories run so deep. And by the way, this is in the training. I’ve already done this. It’s under the training topic, Kate So if you’ve seen in Gold Circle, it’s called the topic cake. You take leadership and you imagine it’s a cake, and then you look at all the slices of leadership.
[00:24:53] And then in your marketing, you call out one person that’s got one [00:25:00] horrendous problem, and you say, “I help people with this.” If you could only ever choose to work with one person, who would it be? In terms of the niche, it’s wellbeing and leadership, I think, that is where I wanna work. Okay. So this is the problem is wellbeing is broad- Yeah
[00:25:15] again. So you haven’t niched at all. You j- y- y- so wellbeing, we could have thousands of different people. The reason people don’t niche is because they’re fearful or worried that they’ll be typecast, or they’ll be stuck in that forever, or are they gonna get somebody come to them and they can’t work with them.
[00:25:31] None of that exists. Let’s say someone walks over to you, George, and says, um, “I’m… I work in finance. I want help with my leadership team, building them up.” And you don’t go, “Oh, sorry, I only deal with opticians now.” You take the job because they came to you, and you do the business. That’s fine. You don’t have to not turn people away.
[00:25:52] You can say, “I specialize in this, but I can do that as well.” The only reason you niche and bring the market in like this [00:26:00] is so you can market your message, and it actually gets heard. That’s why you do it. So the way I’m s- talking about it is your niche is for you to be able to go to market. That’s why you niche.
[00:26:11] This is the thing. A lot of the time, people are very technical, and they go, “Is it the funnel that’s not working? Is it the ads are not working?” The, the actual strategy is still not defined here. This is the key here. The person that can articulate the problem the best is most likely to win the business.
[00:26:29] And at the moment, you can’t articulate the problem the best because you haven’t articulated who you’re speaking to. That’s not what you wanted. No, no. And, like, it’s the only way I can help you the most- Yeah … is to get you to see that. Does that make sense? Yeah, yeah, of course. Go back, pick a person, pick a problem.
[00:26:45] Go after that in your marketing. I promise you, you won’t have problems getting clients. Thank you. You just gotta do those two things, all right? Yeah. Cheers, Adam. ‘Cause your other stuff’s good, yeah. It looks good and stuff like… You’re good. All right? Cool. Thank you. Thanks, [00:27:00] man