When we start a new business, we often hear general advice like “target your audience” and “create your brand.” Then, we realize that it is not that simple, and it has proven to be more difficult.
How do we know we are targeting the right audience? How do we know what we are offering is relevant to them? How do we know what we want to be consistent with? How do we know we are focusing on the wrong thing?
Going into a business involves a lot of risks. We spend time and money trying to figure out how to get our message across. Otherwise, as our speaker for this episode describes, we are bootstrapping our way to bankruptcy. Thus, laser-focusing our offer, so we are hitting the bullseye for our audience, is critical.
But what if we can get that information straight from our audience? And what we could do that without losing time and money? That is what Juliet Clark will help us with this episode of GetCoached360.
Juliet Clark is the Founder of Super Brand Publishing. Their approach stems from her personal experience with her first book in 2008. She uncovered a business model that made lots of money for the self-publishing company while setting authors up for failure.
She identified unethical business practices. One is charging authors for production without providing a framework that allowed for a healthy ROI. The second is they were not targeting an email list around the author‘s work. This process did nothing but take advantage of unsuspecting authors who did not know there was a better way.
In this episode, we will learn about how Juliet made that better way available. She will be talking about building smarter lead magnets that cultivate our fan base and increase sales.
Juliet wants to help individuals, not corporations, further success and find fulfillment. She focuses on platform building with integrity for nonfiction authors, coaches, and speakers. Since then, she has helped many entrepreneurs and authors, turning some into best-selling experts.
Now, Juliet has agreed to be on this episode to help us as well. As entrepreneurs, we can learn a lot from people who have already been through the journey. Hopefully, through their stories, we can find the right direction to start our own journey.
Covered in This Episode
[0:29] Early Life and Background
[1:57] Self-Publishing Companies With Unethical Models
[2:34] Super Brand Publishing
[3:57] A Software to Assess Your Relationship With Success
Creating A Smart Lead Magnet
[7:23] Identifying success principles
[10:06] Pinpointing gaps through audience feedback
[12:37] Breaking assessments into categories
[14:46] Teach a Man How to Fish
[16:47] Consulting and Building
Why a Book Is a Valuable Lead-Generating Tool
[18:31] Allowing your audience to get to know you
[21:48] Three different learning modalities
[23:52] Turning Your Podcast Into a Book
[27:08] Promote, Profit, Publish
[29:44] Free Plus Shipping
[31:23] Find Out if You Have the Validation From Your Audience
[35:09] Get Rid of the Impostor Syndrome
[38:04] Commit to Crossing the Finish Line
[40:14] Be Consistent
[41:55] How to Contact Juliet Clark
Podcast: Promote, Profit, Publish
Chris Ippolito 1:14
Juliet Clark 1:15
Hey, how are you?
Chris Ippolito 1:16
I’m doing great, how are you?
Juliet Clark 1:17
I’m good, thanks.
Chris Ippolito 1:19
Welcome to the “Get Coached Podcast,” glad to have you on.
Juliet Clark 1:23
Well, thank you for having me, I’m really excited to chat with you.
Chris Ippolito 1:27
Me too. You’re a fellow digital marketer in a sense, and we’ll expand upon that later on. But I’d love if you could start off with your story. How did you get to where you’re at right now, if you don’t mind sharing?
Juliet Clark 1:43
Wow, it’s long, because I’m old. But, no, I’ll keep it short. Right out of college I went into traditional publishing and I spent a few years there. From there I went into advertising, I worked at Chiat/Day Advertising on the Nissan account, a billion-dollar regional account. From there I went over to Mattel Toys. Then I believe it was 2000, 2001 I decided that I was going to be a stay-at-home mom. I quit my job and I stayed at home for about two weeks, then I realized, “Darn, this is hard.”
Chris Ippolito 2:22
Hardest job you’d ever had.
Juliet Clark 2:23
Hardest job I’d ever had. I got a real estate license and I quickly became one of the top producers in an office of 400. I went from “yeah, I want to stay home” to now I have another full-time career.
Then in 2007, I was going through a pretty nasty divorce and I wrote my first mystery novel.
Chris Ippolito 2:44
Juliet Clark 2:45
Yeah, it was pretty cool. It was a really ugly divorce, I decided in the book that I would kill my ex-husband, my soon-to-be ex-husband. A lot of cathartic healing going on. But the best part of that was that I went and I self-published that book because I thought, “Okay, I’ve been in traditional publishing, I know how this works.”
What I found was what I believed was an unethical model that the self-publishing companies were using. People were paying them to produce their books, then they were marking up the books on the back end. They were really taking the royalties away from people, is how I felt. It would almost be like you go into Kinko’s and say, “Here, design my card,” then Kinko’s says, “Hey, here’s your designed card and here’s your new box. By the way, everything you sell, you have to give us 50% because we designed your card.”
With my second book I decided to start my own publishing company. I learned everything about POD and how to do all this. By my third book I had sold over 25,000 copies, my third book was a bestseller. Then about 2013, after that happened, people started bringing me their books to publish. Because obviously I knew how to not only get the book published, but how to hit the bestseller lists, as well.
One thing I kept hearing over and over from these people was that they had gone to a business-building workshop or a marketing-building workshop and they’d shared with the guru in the room that their products and services weren’t selling. The objective of that guru was, “You need to write a book. That’s why your stuff isn’t selling, nobody knows who you are.” When they brought us the books, I was like, “Yeah, that’s not why your stuff isn’t selling. I’m sorry somebody took you for a ride.” But, as probably many of your listeners know, the coaching world can be a very bootstrap-your-way-to-bankruptcy business model. There are a lot of things they tell you you need out there that you don’t.
In 2015, ’16, I came across some software from a coaching program I was in. She was a business coach that was using this and I said, “Oh my gosh, this has so much marketing potential in it.” We started using it with our book clients to build audiences. That’s where we are today, we have a product that we use the success principles of what you teach. It also asks some tough questions in there. People are gauging where they’re at in relationship to success, but they’re also telling you how committed they are to solving the problem, how committed they are to investing in the problem. Based on that, a couple different auto-responders spin off, a high, medium, and low commitment. Depending on their commitment level, there are different offers in each. Because, of course, those high commitment people we want to be talking to. Those low commitment people, that’s most people that are not in action, we want to be feeding them good content, but we don’t want to be spending a huge amount of time with them because they’re not ready to purchase.
That’s how I got to where I am today. If you’d asked me when I was going through it where the heck I was going, I would say, “I have no idea.”
Chris Ippolito 6:29
Yeah. Just figuring it out as you go.
Juliet Clark 6:32
Chris Ippolito 6:33
That’s the best way of doing it. I feel like that’s what I’m doing. I had a bit of an idea of where I wanted to go with the podcast and some of the other things I was doing, but it’s already shifted and pivoted. I was just thinking about this prior to our call. I think that’s the value in taking action. Go and do something, go start, then figure it out almost along the journey. Yeah, that’s been a lot of fun. It sounds like that was similar for you, right? You didn’t start off saying, “Well, I’m going to do this, this, this, and it’s all going to be roses.” But it was, “Well, I see a need,” you started addressing that need, and it’s turned into the business that you have now. Which I believe you service that coaching market quite a bit, right?
Juliet Clark 7:30
Yes, we do. Not only for the assessments now, but we still publish books, as well. We just have a little bit higher standard, we want you to have that audience built because we want your book to be successful.
Chris Ippolito 7:45
Which is great because a lot of my guests are business coaches, similar to what you do but just in different categories. But the audience is entrepreneurs. I know that what you teach, sure, you may focus on coaches because that’s just the market that you’re servicing, but really the system, that’s the key thing, the system that you use to help your clients would work for any entrepreneur out there. That was something that I was hoping we could really dig into a little bit, was the system, about how do you help your clients as far as taking that idea, then executing on it so it becomes a lead-generation tool?
Juliet Clark 8:37
That’s a great question. As you know from the digital marketing world, there has been this paradigm for years that we’re going to have an even exchange of information. I’m going to give you a piece of my genius, you’re going to give me your e-mail address. Over the years that’s morphed into I’m going to give you an e-book that you’re never going to read, you’re going to give me your e-mail address, and I’m going to write you lots of e-mails, but you’ve seen them all before because everybody does the same thing, then you’re not going to open them. That whole system is really broken down.
We call ours a smart lead magnet. What we do with it is we actually sit down and we talk to you about, “Okay, you have this core program. What are the success principles? What does it look like when you’re being successful at what you teach?” From there we craft assessment statements. When you give this assessment to your audience or to a potential audience, they’re actually excited to take it because they want success in what you teach. Now they’re seeing where their gaps are.
What we do with our clients is we sit down and we have a couple different ways. We have people that we go through your program and we design the quiz or we have where we sit down, it’s usually with people who have less of an idea about why people aren’t buying, and we actually go through those success principles, “What do you think they are? What is it in your marketing?” Then we craft the statements from there, design, and build their first quiz for them.
What we’re really doing is getting them really clear on what they’re doing, but we’re also creating it in a way that gets their audience really clear about what they do, as well.
Chris Ippolito 10:26
Yeah. It sounds like step one really is helping them create a lead magnet, something that anybody that comes to their website or gets directed to that landing page is going to see some value in it and be able to take something away right away. I think the reason I like assessments, when I was exploring this world of digital marketing, is that there’s typically value right out of the gate. Whereas an e-book, like you said, you have to read it and pull out the value. An assessment just asks you a bunch of question, then goes, “Here you go, this is the value.” Was that part of the reason why you decided to go more that route with your clients and helping them with assessments?
Juliet Clark 11:20
Yes and no. Coming from advertising, I have a little bit of a market research background. What I really wanted was a lead magnet that served everyone. When you actually have people take that assessment, you’re getting feedback. You’re getting feedback on where people have gaps, you’re getting feedback at whether people are really struggling at what you think they’re struggling. That feedback is crucial. We’re also getting away from clicks and leading people into conversations, which is super important to build trust.
I wanted something that would help the entrepreneur. Because let’s face it, if I give you an e-book and you give me your e-mail address, I have no idea why you took it. But with the assessment we actually do. For the person who’s taking it, we’re not actually giving them questions, we have them assessing themselves on statements. I think that’s where I see the biggest gap out there, is people are using quiz software and they’re doing it in ways that serve themselves as entrepreneurs, they’re not really serving their audience. When you have the way we do it into categories and statements where people, on a scale of 1 to 10, are assessing themselves, when the get their results they can see an entire area that they have a gap in.
Chris Ippolito 12:48
Okay. I like that. It sounds like the assessments would be a number of statements, then it would ask, “Rate yourself on a scale of 1 to 10.” Is that the direction you guys go?
Juliet Clark 13:04
That’s the direction.
Chris Ippolito 13:05
I really like that because then, exactly what you said, it identifies gaps right out of the gate for that person who just finished the assessment. Then that’s valuable information as the entrepreneur because now, if you can start with that data, you can start identifying common gaps and go, “Okay, well, here’s a need that a lot of these people have. How do I fill that need?” Then there you go, you’ve got something that you can add value and hopefully be able to exchange that value for money and get paid for it, I think that’s the ultimate goal.
Juliet Clark 13:49
Can I add one thing here?
Chris Ippolito 13:50
Yeah, go ahead, go ahead.
Juliet Clark 13:51
We even take that a step further. One thing that people don’t understand about assessments is when you have one question or one statement per page, people move on and they don’t understand how it’s all interconnected. We actually break this down into categories. When you get your results, you can see how it’s all connected and you can see where that gap is. Does that make sense?
Chris Ippolito 14:14
Yeah. I think I get it. Do you have an example top of mind, or maybe a recent example, that you could share to help illustrate what you’re trying to share?
Juliet Clark 14:26
Yeah. If you went over to my Lead Logic Quiz, we have categories. We have a category like your niche audience where we have three or four statements about your niche audience. We have a category around lead generation. We have a category around lead qualification. All of those have three or four statements within it. Enrollment conversations.
When you get your results, you can actually see you have a gap in particular areas that you need to fill. You might do really well on who’s your niche audience, but your enrollment conversations might be horrible, or your lead conversion might be horrible. Then you’ve really identified, “Okay, she teaches this, this, and this. It looks like my lead generation isn’t so good, my lead qualification. I’m not getting enough enrollment conversations.” Those are all gaps where you’ve demonstrated with several different statements that there’s a gap there.
Chris Ippolito 15:30
Yeah, I like that. After an assessment is created, what would be the step after to be able to help somebody out, as far as what you do? Or what would you suggest would be the next step once somebody has created an assessment, starts collecting this data, is building a bit of a mailing list, and they go, “Oh, this is working, but now what, what do I do next”?
Juliet Clark 16:00
That is so funny you should ask that because in 2017 we actually did not teach enrollment conversations. People started generating leads for the first time, qualifying, and they came back and they’re like, “I don’t know how to do an enrollment conversation. I have no idea what to do.” It was hilarious, we added that in. But what we do next is that we actually teach our people how do we use this from stage to collect, how do we use this on a summit, how do we use this on a webinar, how do we use this on social media.
We have a series in our group program where we actually teach you, “This is the series of slides you use, this is what you do, this is how you drive traffic.” My goal is once we’ve created the first one with you, that you should be able to create your future for different uses. We have a lot of people who use it as the ads on their podcast, we have a lot of authors who use it as the lead magnet inside their books. Because podcasts, iTunes owns your stats, you don’t know who’s listening. Your books, Amazon owns your stats, you don’t know who’s listening. If I’m a guest on your podcast, like I am today, I will probably give a different quiz than I give on my own podcast. I can really start tracking where that traffic is coming from, how I approach, and what I look at with each individual quiz.
My goal is to get you ready by the time we’re done with you that you don’t need me anymore. Because I’m not one of those that’s going to continually upsell. You’re my child for a year, then I fly you into the next grade, bye-bye.
Chris Ippolito 17:46
I like that. Maybe this is going to go in a bit of a different direction. Would there not be another rung on the value ladder that you could help your clients, have you given that some thought?
Juliet Clark 18:01
Yeah, I did, actually. I used to have three different programs. This is something that is my pivot, is at the beginning of this year I was on a summit. The person who put it on came to me and said, “I know you have all these classes, but I have really high-level entrepreneurs here, they already have funnels, they already know what they’re doing. Would you be willing to just sell a built for you?” I really resisted, I was like, “Yeah, I don’t know if I want to do that.” But I did it, I offered it, and I found that I really loved it because I can actually work with you, build it, get in, get out, and I don’t have to show up every Tuesday for a class anymore.
I don’t know, there’s a balance in there somewhere, I just haven’t figured out what it is yet. But I’m phasing out the group program and moving more towards just building.
Chris Ippolito 19:00
Yeah. That’s exciting. When you get to that point, are you primarily doing it, have you built yourself a team to support you with that?
Juliet Clark 19:12
Yeah. I have a team that I do all the work with you, the consulting work. Because it’s not really something I can teach a team member. Then I pass all of the info on and they actually do the building.
Chris Ippolito 19:26
Okay. Cool. A big part of the services that you provide, I might be skipping a few steps here but that’s okay, is the book. I want to talk a little bit about that. Because self-publishing is a part of what you help people out with, right?
Juliet Clark 19:45
Chris Ippolito 19:45
Just to make sure I’m understanding this properly. Why is it that a book can be such a valuable tool for lead generation?
Juliet Clark 19:59
It used to be that you’d hand your book to someone and say, “Look, I wrote the book on this.” I think people are over that. A book can be a tool in the sense that it is a low-barrier product to find more out about you and what you do.
Inside of that assessment that I just told you about, we have a “thank you” page and we have those three e-mails that go out. A lot of times if you’re speaking on a stage, it may be the first time that people have seen you speak and they’re not going to buy that big program that you have to sell. They may like what you have to say, but they’re not in love with you yet. That book is a really valuable tool because you can sell something that’s $20, someone reads it, and they go, “You know what? I really like what I’m reading here, but I know I’m not going to be able to do this on my own. Maybe it’s time to have a conversation with that person about what next steps are.”
It’s a great tool in the sense that you should always have a low-barrier product that allows people to see your personality, to understand what you’re about. Because at the end of the day for coaches, I may do what 50 other coaches do and people hire me because of me. I don’t mean that in a narcissistic way, I mean I’m a go-getter, I push people into action, I’m not really tactful about it. It’s like, “You didn’t do your homework? We’ve got a problem.” But people hire me because of that, because that’s what they need. Now there may be somebody who does exactly what I do who has a softer touch. If you need a softer touch, you’re going to go hire her.
The book is important. I have a book coming out very soon called Pitch Slap, that’s my sense of humor. You’re going to get from it that I am sarcastic and I’m in action. If that’s who you are, you’re going to read that book and go, “I need her.”
Chris Ippolito 21:58
Yeah, okay, that make sense. For me, I’m trying to think of it as far as wouldn’t there be other mediums that other people could still build that kind of relationship? A podcast being one, which I know you have. It could be just audio or a combination of video/audio. I’m trying to think of this almost on my own, but I’ll just ask you and maybe we’ll chat about it. But what is it though about a book that is different? I think you could still accomplish the same thing with a podcast as far as building that relationship, showing your personality, allowing people to connect with you. You could do it through YouTube, you can do it even through probably some social media channels with micro snippets of your life. Because I agree, I think books, there’s just something different about them. What is it? Is it that you’re physically holding something, is it the pages? I don’t know, what do you think it is?
Juliet Clark 23:02
There are actually three different learning modalities. Any time you create a good program, you need to have all three of those modalities in it. If you go through my program, I have a workbook, or a written version, I have the group learning vision, and I also have the audio. You have to remember that when people learn, if you want to reach the broadest audience, you have to be able to hit all three of those modalities. Because some people are going to love that video because they’re very visual, other people are going to love that podcast because they audio learn, then there are others that learn from reading. You’re covering all your bases with it.
Chris Ippolito 23:47
Okay. That makes sense. I think for me maybe the reason I get so drawn to books is I enjoy reading and I learn a lot from reading. Then the second modality would really be listening. Because if I were to think of all the different methods of learning, it’s really those two that I gravitate towards. It’s funny because I know a lot of people go, “Oh, watch YouTube, go learn on YouTube.” I’m like, “Eh.” If it has to be visual, of course I’ll have to go to YouTube. But there are so many other types of methods. Like marketing, you would think most people would actually want to watch a video because you can see what the person is doing, they could draw diagrams and stuff like that. My favorite way to learn marketing is audio and books. It’s the same reason, I think, why I like podcasts, is that you’re sitting there, you’re comfortable, and you’re just connecting with that person on the other end. Whereas I know you can do that with video, but it doesn’t resonate the same way with me. I’m sure there are other people it’s different.
Maybe that’s what it is, maybe that’s why for me I was like, “There’s got to be something about books,” because I like books.
Juliet Clark 25:06
Well, it’s interesting that you said that because we just put a package together. I work with the Hazzards quite a bit, who have the largest postproduction podcast company in the world. We just put a package together for podcasters to be able to create books, then do audiobooks. The reason we did that is because only 10% of the books that are purchased get read. Now think about that.
Chris Ippolito 25:33
Juliet Clark 25:34
Think about. People buy books, then they just sit there. But audiobooks, when people purchase them, 85% of them finish them. For me, that is my modality. Because I run almost every day, or sometimes I’m in a car for a long trip. I will go through, I listen to audiobooks on one and a half speed. When people talk now, it’s boring to me now because they’re not talking fast enough.
Chris Ippolito 26:03
I’m actually the same, I listen times two.
Juliet Clark 26:05
Do you really? Yeah, the Chipmunks. It’s interesting that you said that because I think people have a combination, but they’re really getting into audiobooks now, too.
Chris Ippolito 26:17
Interesting. Yeah, actually I want to chat about the consumption of audio and how that’s evolving. A little while back I did a little bit of research on podcasts because I wanted to understand the world of podcasting a little bit more as far as what is the true value that’s delivered by an episode, host with guest, guest to host, and vice versa. I learned a lot.
As I started going down that rabbit hole, there was a study done as far as the consumption of podcasts and the changing habits. One of the biggest changes was the speed at which people are consuming audio. I’m a fairly slow talker, it’s been pointed out to me quite a few times. One of the podcasts that I actually really enjoy listening to is Joe Rogan, who he can get pretty excited and start talking fast. But he’s the same as me, talks a little bit of a slower pace. But I listen to him at times two and it’s great because his content is so long, too. But for some reason I enjoy that, but it was the same thing. If I listen to an audiobook or a podcast at normal speed, it’s too slow, I can’t handle it. I have to listen at at least one and a half, two. Then depending the content, I can actually get up to times three.
Juliet Clark 27:49
Chris Ippolito 27:50
Yeah. It takes a little bit of practice. Obviously that’s what you’re starting to see and you guys are making that shift. Your podcast in particular, you’ve started a podcast, that was something we chatted a little bit beforehand. Let’s chat a little bit about that. What’s your podcast about? What is it that, if somebody in the audience is looking for another podcast, what would it be that they would want to go and check you out?
Juliet Clark 28:22
Well, first of all, it’s called “Promote, Profit, Publish” and the whole premise behind it is build your audience. You can make money with your book and with your content before you ever publish that book. The value of that is most people who self-publish don’t sell more than 100 copies. One of our clients, Merrill Chandler, has sold a couple thousand books already and we haven’t even published it. He’s taken the content, his workshops. We have softcover copies that he’s done, but he has mailings. If you join his group, you get a gift of the book. You can preorder the book and get T-shirts, gifts, and things like that.
That’s the whole point of what we talk about. If you already have an audience you’re connecting with, you’re getting their feedback, and you have an assessment that’s telling you where they’re struggling, guess what, now you can write the right book that really meets their needs. Which is much easier to sell when you have this built-in audience of 1,000 people or whatever and you can go ahead and sell that, then sell them into those bigger programs. A lot of the people that we work with, myself included, we have boot camps that are low cost boot camps where we can upsell and upsell, and the book is a part of them. Sign up for the boot camp, you get a book.
Chris Ippolito 29:52
Yeah, okay, that makes a lot of sense. On the topic of books, I think this is turning into a bit of a marketing conversation, which I’m okay with. But one of my favorite offers that I’ve come across is the free plus shipping. Is that something that you’ve helped your clients with? Because to me the way I would look at it is if you’re self-publishing, you’ve got a lot of control over that cost. Going that free plus shipping direction, first off, you’ve got the control because you self-publish. Again, this is my limited understanding of all this. Your cost to publish is probably a little bit more reasonable compared if you went a bit of a different route. Correct me if I’m wrong. But I have always liked that because you’re giving something of value up front and it’s like a break-even offer in a lot of cases. Sometimes you lose a little bit, depending on the production value.
Is that something that you help your clients with, or what are your thoughts on that kind of offer?
Juliet Clark 30:58
Actually, that’s exactly what Merrill is doing. We have not put the book on Amazon yet, he’s doing the free plus shipping. There’s always an upsell on that. I mentioned that he’s giving some gifts away with it when you order it, but he’s also selling you into his workshop. Now you have the book, now you’re getting a workshop, as well, which can help you, of course. He has an extraordinary workshop, I might add. He’d be an excellent guest for you. But his workshop is two days, so action-filled. Look, we’re pumping on his show. But he has an extraordinary two-day workshop, then from there people have the book, they have the workshop, they have the gifts, and he sells up into the mastermind or whatever is next.
There’s a definite pattern there, but yes, I love that model. We don’t personally do it, but we refer. Because we don’t do the fulfillment piece. We grab the books for you, then whatever you put in is going from there. There are fulfillment houses that will do that for you.
Chris Ippolito 32:06
Yeah. I want to maybe shift this a little bit because a lot of the audience are newer entrepreneurs or aspiring, they’re very early on in their journey. If they’re listening to this and they’re going, “I don’t know if this would be relevant to me because,” insert many reasons, excuses, and whatnot, what would be the conversation you would want to have with that kind of person? What would you say to them?
Juliet Clark 32:37
I would say try the assessment first. You’re going to take baby steps into this, but, I think I mentioned, the coaching industry can be a very big bootstrap-your-way-to-bankruptcy industry. Everywhere you go somebody is going to be trying to sell you a book coach, a podcast coach, and a speaking coach. I mean it’s endless. Before you get into all that, spend the money and validate. Find out if your idea is a valid idea. Can you build an audience with this? If the answer is “yes,” then invest in some of those other things. But your idea is not validated until somebody actually spends money on it. Find out early, not after you’ve spent. You could easily drop $100,000, $200,000 in this sort of business without getting results. Find out first if you have that validation and if people will buy what you have.
Chris Ippolito 33:39
Yeah, I like that a lot. I think I mentioned this. I can’t remember if I mentioned it to you, but I’ve mentioned it. Now as I’m getting further and further along into this journey of interviewing coaches, you start picking up some pretty recurring themes, principles, and advice. That validation one, I think, is so, so important for the type of audience I’m building this for. Because I think what a lot of people shy away from when they’re considering going into business for themselves or starting something is they go, “Oh, but the amount of money I might have to invest, I just don’t have it.” But you don’t actually have to pour in a lot of money, in fact, like you said, you shouldn’t put in a lot of money until you’ve proven that there’s a market for what you want.
You can validate at a relatively low cost. I mean building a website is really not that expensive. You don’t even have to build a website. One little trick that I heard is reaching out to your target audience on a social platform, LinkedIn was the one they were referring to, but reaching out to a target audience on LinkedIn and asking if you could interview them for an article that you’re going to write, post on LinkedIn, and you’re going to feature them in it. Then what you got an opportunity to do was sit down with them, ask them all those qualifying questions that you would want to find out from them, and they’ll give you an indication of whether they’re interested or not. Then you use that information and you build upon it. You spent literally nothing. Everything you would need to be able to do that strategy is free.
I mean that’s such a big part of why I do this podcast, is I just want to help people break down those mental barriers that are holding them back and show them, “Look at the advice you can get from coaches.” And a lot of them are saying the same thing. Maybe their approach is different, how they say it is different, their personalities are different, like you said. You’re going to pick a coach to work with based on them, on who they are, if you connect well with them. But it’s just get rid of those mental obstacles that are really holding you back.
Besides that one in particular, actually I like this question, what’s another common mental barrier, obstacle that people self-impose that you just love crushing for them because it’s so absurd and you know they can get through it? But what is one that you’ve come across recently, or you can recall?
Juliet Clark 36:23
Consistently we see people sabotage themselves right before their book comes out. It’s your self-worth, it’s your imposter syndrome. “Who’s going to read my book?” You get really scared. “Who am I to say this? Will people read it? What are people going to say?” You really start questioning the validity of who you are and what you do. Because you’re being visible for the first time. We see this thing that it’s funny, but it’s not funny. It’s almost like I want to be famous and I want to be seen, but I don’t want anybody to see me.
We see a lot of people right before their book comes out, it’s like this passive-aggressive thing, “I want to be famous, but nobody can see me.” That we actually talk about a lot around the office, is, “Wow, I think I’m seeing this here.” Because you start seeing them procrastinate on the book. Then perfectionism creeps in about, “Well, it’s not perfect yet.” You have to just dive in and say, “Whatever is going to happen is going to happen here, but I need to get this out.”
Chris Ippolito 37:36
Yeah, I could see that. I’ve definitely been guilty of the self-sabotage. Which is why I do the pre-scheduled podcast. Because then I can’t say last minute, “Sorry, I’ve got to cancel.” Though thank you, Juliet, for delaying a little bit because I was running a little late today. But that is literally the first time out of the 37, 38 conversations that I’ve recorded, and that doesn’t even count the pre-interview calls that I do. Thank you, by the way, again, for that.
But I do this to hold myself accountable. Because I’ve made that commitment, I’ve asked my potential guest or guests to hold to it, like I hold them to a certain standard as far as please treat this with the same respect you would with any other booked meeting. No last-minute cancellations. Though I’m pretty forgiving on it, it’s happened a couple times. But yeah, I do that mainly for me though. Because if I didn’t do it and it was, “Well, we’ll figure it out,” it just wouldn’t happen. It’s just because I know myself. Especially now that I’ve talked to a lot of coaches, I’ve picked up a few little tricks on ways to keep myself accountable and following through on those things. Because, yeah, it’s so interesting that we do this. You’re just approaching that finish line and you go, “Oh, what’s that over there?” I’m going to go wander off the path and not cross the finish line because I’m afraid of what’s on the other end of it. It’s so crazy.
Juliet Clark 39:18
Yeah. “It’s a squirrel.” Actually, it’s so funny you said that because about a year and a half ago I had a client, we put her assessment together, we got to the part with the calendar, and she’s like, “Yeah, I don’t have a calendar.” I’m like, “Why not?” She said, “I don’t know, I just don’t. I just talk to them and book when I want to book.” I’m like, “You’re here because you want more clients. Do you think more structure would help you get more clients?” She came back after we did it three months later and she’s like, “Now that I have a calendar, it’s full.” I’m like, “Yeah, that’s why we have them.”
Chris Ippolito 39:58
“Wasn’t that what you wanted?”
Juliet Clark 39:59
Exactly. But it was just funny because there was so much resistance there at first, “Well, I want to do what I want to do and I want to schedule when I want to schedule.” Well, that’s not a business, that’s a hobby.”
Chris Ippolito 40:12
Yeah. If that’s what you want to do, by all means go ahead. I ran a hobby for nine years with some friends, a YouTube channel, and we made a little bit of money. But the reason it retained the status of hobby was because, as a group anyways, we weren’t able to all get on the same page as far as the level of effort and commitment required to take that to the next level of potentially turning it into a business. We just had to all accept, “Okay, well, this is only ever going to be a hobby, therefore hobby-level efforts get put into it.” A big part of the reason why I did this on my own without having partners is now I don’t have to worry about are we equal in our efforts and energy. There’s just one person, it’s me. But yeah, anyways, that’s part of the reason, again, why I did that.
We’ve definitely covered a lot, Juliet. I’d love to ask my favorite question of all the episodes. Coming out of all of that, what would be that one piece of advice that you would want to share with the audience to help them level up wherever they need it most?
Juliet Clark 41:28
Consistency. We just pretty much covered it. You have to be consistent. If you’re doing social media, it has to be consistent. If you’re consistent, people will show up. If you’re not, they won’t show up. Basically when you’re consistent, you’re showing up for yourself. People reflect back to you what you give out.
Chris Ippolito 41:52
I like that a lot, that is fantastic advice. Because part of it is I think it’s consistency on your part, which is really important. But the reason I feel like that becomes of value to an audience is they now view you as being reliable, if that makes sense. Because you’re showing up, like in this case, every Tuesday at 7:00 a.m. my time, 9:00 a.m. Eastern Time, the episode is going live. Every once in a while I’ve missed it. Yes, I apologize to any of my audience. But it’s always on Tuesday. My hope is that that they can look at that and go, “I can reliably look, pull up my new feed, and there’s a new episode for the ‘Get Coached Podcast.'” It’s the same idea with any other type of platform that you’re creating, whether it’s a podcast, a YouTube channel, a social media channel. If you’re consistent, you’re now becoming reliable, people like reliability and stability. It gives them comfort, it gives me comfort. Yeah, I think that’s a big part of it, it’s great advice.
If people wanted to reach out and connect with you, where should they go?
Juliet Clark 43:09
Go over to www.leadlogicquiz.com, you can actually experience one of the quizzes, and that’s my lead magnet. When you do that, if you’re highly committed, you’ll get an appointment. Also, right now we have a little space on one of the pages where we can ask you the takeaway, your biggest takeaway from the quiz. If you put in Chris’ name and say that you listened to the podcast, I will give you a free course, as well.
Chris Ippolito 43:40
Awesome, I appreciate that. Cool. Well, that was a lot of fun, Juliet, I really appreciate the conversation. Again, thanks for being a guest and definitely looking forward to some future conversations with you.
Juliet Clark 43:55
Chris Ippolito 43:57
Awesome, thanks, take care.