Spill It! Podcast | What I Learned + How I Recovered From The Biggest FLOP in My Business

Flops are part of business we all go through, but it’s all in how you handle that flop that will determine the future of your company. In this episode I chat about the BIGGEST flopped launch I’ve had in my business, why it happened, how I recovered, and how it shaped where I am today. Then, I give tactical advice about the 4 stages of business to help you move forward in your success as a business owner. | The Spill It! podcast w/ Alex Lawless of Lady and Company Creative

Flops are part of business we all go through, but it’s all in how you handle that flop that will determine the future of your company. In this episode I chat about the BIGGEST flopped launch I’ve had in my business, why it happened, how I recovered, and how it shaped where I am today. Then, I give tactical advice about the 4 stages of business to help you move forward in your success as a business owner.


5:00 | What I was launching
8:35 | What my launch plan looked like
12:14 | The emotional and mental toll the flop took on me
13:10 | How I did “detective work” to uncover the root of the problem
17:11 | What the problem was and how I fixed it
27:19 | The key to any successful business that I was missing
29:22 | The 4 stages every business goes through (and where most of us get stuck)


Facetune_15-10-2018-17-29-22 copy.JPG

Hi! I’m Alex Lawless.

I'm the branding consultant and lady behind Lady and Company Creative. I help established brands grow their revenue with intentional brand-focused marketing strategies. We hit on the nitty-gritty, and build on-brand marketing campaigns that showcase the most unique part of your business: YOU.

I take the guess work out of what you should be doing next in your marketing strategy to help you reach your launch goals, and equip you with action plans to succeed like, yesterday. All while staying true to the passion and purpose you already have set in your business. Learn more...!

Full Episode Transcription:

Hey, I'm Alex and this is the Spill It! podcast where modern day online business owners, CEOs and creative masterminds come together to dish their true opinions on the common business trends, strategies and mindsets that fill your feed and your inbox every single day. We know that you're over the fluff, and you want business advice based on experience, not trends. But with so many strategies out there, how are you to know what actually works and what's total BS? Let's find out. What's up my friends? Today's episode is going to be so flippin good, because there's just there's just so much to talk about when it comes to launches and flops in our businesses and all of that good stuff. And honestly, I really wanted to come on here and talk about a flop in my own business because there was so much that I learned from it. And I feel like there's going to be a lot that you guys can learn from it too. Because here's the thing, I went through a lot of the same things that a lot of you either are going through now, or are just about to go through. And you know, it's one of those things where I went through something, and I don't want you guys to go through the same thing because there's so much that can be learned from mistakes, which is good. And I think that there's always a positive to making a mistake in your business. Always. As long as you get up and you persist through it. There is always a lesson to be learned. And I think that's great. And it's amazing and you need to lean into your mistakes and you need to learn into learn, you need to lean into all of those different like in quote unquote negative things that happen, the flops that you have with your launches, the things that you try out that just don't work, the negative feedback, all of that stuff, I think is something that we all need it to lean into and see what lessons we can learn from them. Because otherwise, how are we supposed to grow? Right? And I had a huge one, I had a massive flop. When I was in the time of my business when I was trying to start the transition from one to one service based business, right, that's where I was. I wanted to transition to digital products to passive income to I was creating a course that's that's what I was doing. I at that point in my business. I had an ideal client in mind. That was somebody that was brand new to business. And then when I mean brand new, like they probably didn't even have a business yet they had maybe an idea of what they wanted to do, but they had no action plan. They didn't know what what to do at all. Like they literally didn't know marketing strategies. They didn't know how to build a website. They didn't know any of the DIY, kind of Sounds like they were literally brand brand new. And that was my ideal customer. And so the course that I was creating was for that type of person, right? I, I made this course that was all about launching your business, specifically an online business. And so this course was huge. I mean, it was a mother effin monster. If I'm being honest, it there was probably I mean, there's a lot of stuff that I learned now looking back on that time of like, everything that I put into that course was probably a little bit too much for the type of person that I was trying to sell it to. But it was six, not six courses, six modules long with all these different lessons within the modules. And it literally took you from start to finish of launching your business so that you could make money on launch day. And if I do want to toot my own horn just a little bit. I mean, the course was brilliant. Like it it really was like it was it told you Step by step what to do from figuring out like your why, like, why you wanted to be in business and then turning that into designs. And I even gave you like, all of these customizable logos and color palettes and all of this stuff. So you could do that I walk you through how to design and create your website and Squarespace. I mean, I covered like, all of the different things social media was it was one of the modules and then we created a launch plan together and it was all going to be delivered live on live video. Like it was a it was a monster of a course. And so I knew what I was creating was amazing. Like there was no ifs, ands or buts about it. Like what I was creating was amazing. I would have loved to have had it when I was launching my business, because it was everything that I did. And I learned along the way while I was launching Lady and company. And what I did was what I did, which was exactly what I was teaching in that question. It actually got me my first client on launch day, like literally I pushed the live button and launched my business. And within two hours, I had my very first lead in and by the end of that day she had booked with me. And so I was like, Okay, I'm obviously onto something here. And so when it was time for me to go from being a service based graphic designer, and I was trying to slowly transition into this digital product realm, I was like, This is my golden ticket. This is what I know I it's proven because I've done it for myself. I've done it for clients. And now it's my time to wrap it all up in a pretty bow and put it on basically on autopilot and put it out there for the world to purchase. And for me to make passive income off of right. And so I thought it was great, right? I had this ideal client in mind of your brand new business owners, they needed to know this stuff. I had this product that was made specifically for them. And I thought that this is this is gold. And leading up to the launch, I put so much time and effort into this thing. Okay, I spent months drafting out what each of the models was going to look like creating graphics, I made an entire huge I mean, guys, this workbook was like 50 pages long to walk them through the entire course like holy cow, like looking back on this, I can't believe I spent that much time and create and did all of this stuff without first seeing if I could like generate a waitlist or a beta launch or something. But you know, again, you live in you learn. So I mean, I spent so much time doing that. And then I created this entire launch plan which really has always been my jam, right? I mean, I was I created a course off of launching. And so I was like, I am going to make this launch. Like literally the best. I'm going to make this like so. high touch. I'm going to do all of the things plot All of the stops. So what I did is I created a free five day challenge. I ran all sorts of Facebook ads, I hired somebody to do my Facebook ads for it. And I got, I got some people in. And you know, I was kind of disappointed at the numbers of the people that I got in to the free challenge, but I was like, it's okay. We're just going to, you know, roll with it, whatever. And then I also had a webinar at the end of that challenge. And the webinar was walking them through what a launch plan looked like to launch their business. And then at the end of it, it was like, Okay, now do you want me to help you create this launch plan, and, you know, you can utilize this course, blah, blah, blah. Obviously, my messaging was way better. It's been so far removed at this point that I don't remember like, every little detail about it, but that was basically the general gist of what this this framework looks like. I had a five day Challenge. I ran Facebook ads to it. I had a webinar on the last day of the challenge, which was the last training. So instead of me dropping a video that was pre recorded on the last day, they all had to show up live to this webinar to get the last and final training. I also ran Facebook ads. And, you know, that's also like Instagram ads and all of that it's all kind of bundled up into one. Again, I hired somebody to do that for me. And I ran those ads to the webinar as well. And then I launched at the end of the webinar, I pitched the course. And I was literally I mean, I remember I was sitting at my computer doing the the webinar right, and I get to the slides where I am pitching, right I'm like talking all about my, my new course right and I was so fired up about it, and I still believe in it like you have no idea I believe in that course so much like what I was going to be teaching like it applies. I still use that In my launch strategy, that my one on one clients come to me for, like, the framework is still the same. Like I would still teach that thing today. But at the time, I remember I was like launching this course. And I felt so fired up. And I was so excited about the whole entire thing. And I was watching my numbers literally, like, drop, drop, drop, like so many people were just like, see it and they left. And I got off of the webinar. And I was, I mean with with my numbers and all of those things that people that showed up. I thought I would get some sales in immediately right, looking at conversion rates, and literally, radio silence, like crickets and like crickets, like families of crickets. Were there like it was like, so numbingly silent. And I remember just being like, Oh my gosh, like what? I can't believe this, and I had an entire week. Launch period after that, and I had like automated email sequences going out, I did a second webinar. I did like the replay the whole nine yards, guys. I mean, this thing was huge. This whole launch plan. I did more ads after the fact I did all of this stuff. And literally at the end of my launch, I did not sell a single one, like Not a single one. And so I felt bad, obviously after the fact. I mean, you never ever leave a lunch like that where it flops and you feel good about yourself, right? It's not like oh, yeah, this is great. Like, no, I was like, Okay, this sucks. And I literally ended up taking a couple of days off work. Because I it was I mean, it was kind of like mental health days, I guess is what you could say that they were but I was in this space where I was like so burnt out and drained because I just had, you know, one whole week of the live free challenge that I did and then another week of me pushing and pushing and pushing so hard during lunch week, and not selling anything that after the fact I was so tired, so burnt out not to mention the months beforehand that I spent creating everything for this course and I didn't sell anything. So I literally, like, let myself have a little pity party for like 48 hours. I turned off all of my like notifications on my phone for it. I didn't check social media, I literally just like, shut myself off from my business for two days. And that's what I told myself, I was like, you get two days to like refresh, sleep in, um, you know, feel your feelings. And then after those two days are up, we're going to create a plan. And so after that, I got back in to my business and I started like going through all of my stats and looking at everything. And I got on a couple of different calls. I think this is like if you guys are like listening to this, you know I'm telling my story, but I also want you to kind of, like, take note of the different things that I did, because I think that the way that I handled it after the fact I'm very proud of, and I'm being super honest, like, the fact that I let myself feel my feelings. It's not like I just like was like, okay, Alex, like shut it out. Your business owner, you need to just move on. Like I allowed myself to feel it. But then I picked myself up and I was like, Okay, let's just figure this out. And what I did was I contacted three of my friends that had been with me throughout the entire launching process. So they knew my business. They knew what I was up to. They had been my cheerleaders throughout the launch. They, one of them was even my business coach that I was talking to. And so we like got on calls together and we just walked through everything that happened. We looked at all of my stats, we looked at conversion rates from ads, we looked at how much I spent on ads, we looked at all of my different landing pages, like we literally picked every little piece of this month. apart. And when we got to the end of it, we're like, okay, like, the landing pages were good. The odds were good. The videos were good. The challenge was good. There were a couple of hiccups here and there with like an email not sending out and I had to like reset it up in the middle of the challenge and like little tiny things like that. But there was nothing that was like this major, massive tech issue or anything that would have like, made me think that something was going wrong. And so basically, at the end of it myself, as well, as my friends came to the conclusion were like, Okay, then if it's not the launch process, and it's clearly not the offer itself, because the offer was great. And the price point was amazing. And like all of those things. You know, there's the missing piece here is who we were selling to, right. We just, we knew that there was some sort of like, there, there was a miss there. We knew that the people that I was trying to sell to weren't necessarily the correct ones that I was eating. Maybe sell some We weren't the correct ones, I need to sell that thing too. But we did not know why. Like we literally didn't know why. Because up until that point, literally all of my marketing, everything that I did, all of the people that I had worked with previous to that point, had been brand new business owners. Like That was my target market, right. And so I created this thing for that specific target market, and it should have worked. And so what we ended up doing was creating a survey just a quick like, I think it was probably like seven questions long, like super easy to send out to anyone that had participated in the launch. So it was every single person that had signed up for the free challenge. Every single person that had attended the webinar or signed up for the webinar. Every person that I sent out an email to, that was pertaining to the launch, like anybody that had any sort of touch point with my launch at all. I sent out the survey and basically It was just to get to know them better. And I asked them, you know, just like very generic questions starting out, you know, I asked their name and what their business was, what their biggest struggle was in their business, how long they had been in business. You know, I asked them, if they were part of my community, how they had heard about me, I asked them, then at the very end, I had two questions. I asked them had they purchased my course, which I knew obviously everybody was going to say no, but it was just asking them that question. And then the follow up question to that question was, if you did not purchase, why not? And I gave them like, you know, all of these different reasons. And I don't remember every single reason, but I know, the majority of people like by a landslide said that it didn't pertain to them in their business. And I was like, that's interesting. But that comes pulled with the other thing that was super telling. And this still to this mind blows my mind are still to this day blows my mind is that I unknowingly had built an audience and attracted an audience full of people that had been in business at least two years. So no wonder nobody bought, like literally by if you if you would have thought a little pie chart that like spit out after I got all of my results in right. I was expecting it to be like, Oh, yeah, I've been in business less than six months, right? Or I haven't started my business yet. Like I thought that was going to be kind of the realm that I was in because I thought I was speaking to like beginner business owners. And no, I mean, it was like 80% of my audience has been in business over two years. Here I was trying to sell them a course, teaching them how to launch their business, how to set up their business. And it was like, all of the light bulbs went off. And I was like, how did I miss this? Like, literally, how did I miss that? So insane. Because I, I thought I had an audience full of people that were beginners I thought I had an audience full of people that were just starting out and learning the ropes. And so I created this course that was literally perfect for that type of audience, not knowing that my audience was not those people. My people needed something more advanced. My people needed higher touch my people needed like the next steps, not what you do in the beginning. And so no wonder nobody bought like literally so crazy to me, even to this point that I didn't see it until that point. I mean, I'm so glad that I sent out that survey and that I just like picked myself up and allowed myself to push forward through that, but so crazy. So first of all, if you're if you take anything away from this whole spiel up until this point survey your audience guys, like literally survey them today. If you don't if you have a spare minute, go make yourself a little five question survey on Google Forms and just send it out to your people and see who bites see you answers and figure out who you're talking to. Because that literally could have saved me months of work. Not just months of work, but hundreds of dollars in ad spend. And like just it's so crazy. And so I gathered my results from that survey. And I literally was looking at the survey looking at my business looking at the offers. I had Looking at the services I had, and it was like everything aligned, and I was like, okay, literally all of this makes sense. It makes sense why I haven't been able to bring in consistent income. It makes sense why I didn't sell this thing at that point. Like, literally all of these things were like, okay, makes sense. And it's all because I wasn't speaking to the right audience. And I wasn't providing offers to my audience that they that they actually needed that actually served them in a way that would help them. And, you know, I looked at my marketing strategies on social media and realize that they didn't add up. Like, the way that I was talking on social media at this point, was like, I was talking to somebody that had been in business for a little bit. And so no wonder those are the people that I attracted because that's the type of marketing I was putting out. And then when I would try to sell to them, and I wouldn't get any bites. I was wondering why and it was a I just didn't realize that the two didn't add up and they weren't aligned. So, at that point, I decided something's gotta change. Like I can either sit here and feel bad. I could close up shop, I could decide that up I did all this wrong and what was me and I'm such a bad business owner How did and I see this stuff or I could take it and I could learn from it. And so, what I did is literally the next day I decided that I was going to completely rebrand my company. Like I mean I kept the name I kept kept the general just but I very much so was like my people outgrew what Lady and company was at that point. My people didn't need at the beginning stages. My people did not need to learn how to launch their business for the first time. My people needed help moving forward, moving past that. So I went through an entire visual and messaging rebrand. I got an entirely new website, color palette logo, all that good stuff I read, you know, Reese entered myself on who I was actually talking to, and made sure that my copy and my sales pages and my social media accounts and everything else and my blog post, oh, gosh, oh, my blog posts that I had to redo. I mean, I had so many blog posts that were all about, like, how to start a Facebook business page. And like that sort of stuff, which, obviously, we need those types of blog posts. I'm not I didn't put it in that voice because I think it's like, a crappy type of blog post it was that my audience didn't need that. And so why was I writing that kind of a blog post? Right? So, I mean, I went through and I like vetted everything. I audited, every single blog post I'd ever put out. I audited every single social media post, like I tell you this stuff and I just like got rid of all the crap All the stuff that was not serving me was not serving my people. And I took basically two months and started over. I mean, I served my people. In the meantime, I was slowly transitioning my messaging throughout that period, I was getting them warmed up to the idea of Lady and company changing. And I, at that point decided that instead of just being doing graphics, and you know, doing web design and that sort of stuff, I needed something bigger and grander for my people. And that's when I I was doing those rebrand and tenses, which I don't do anymore because I've since pivoted my business again. But you know, for the sake of this particular episode, that's where I was in my business. I did a rebrand intensive instead of it just instead of it just be me, branding their business for the first time it was OK, now you are rebranding. And that was a lot of the messaging that I used. I talked about, you know, you've been in business for a hot minute. You know, I changed a lot My, my copy and stuff to say that kind of stuff in it. And I literally like and I don't usually tell people to throw their, their offers that don't work in the trash can. But that is what I did with that course I literally like swiped it off my table into the trash can and was like you did not serve me. And that's okay. And so it's funny because now at this point, my one on one service that I do offer, which is lunch strategy is very much so based off of that course. So rather than it being a course it is a one on one offer that I currently offer. So if that's something that you guys are needing, and you're like, oh, that course sounds amazing, then like you and I can definitely work together in that capacity. One on one over at Lady and company com slash launch. Um, but you know, again, it's very different type of audience now is for people that are launching digital product products instead of launching your very first business and those sorts of things. But all of those things are things that I was able to learn because I have paid so much closer attention to who my audience actually is now than I did before. And I was able to change my offers to fit who my audience is. I know you're the type of business owner who has goals in her business. Heck, they've gotten you this far, right? You write your goals down, you share them with your friends, and you probably even have the best of intentions when you sit down to work on tasks that are supposed to help you reach those five figure months. So why haven't you hit them yet? It's not for a lack of training, or a lack of believing that you're capable. Nah, I know that you know, you're meant to be a 10 k a month business. It's that you don't have a clear plan of action to actually make the flipping thing happen already. Go getters gang is an online membership designed to help you prioritize, organize and implement income producing tasks. So you can finally reached the next level in your business. Inside go getters gang, you have access to all sorts of productivity boosting assets like quarterly planning sessions, monthly coaching calls and co working hours, as well as courses Trello templates and loads of worksheets to help you work through the plans that you set in your business to reach those goals. And the best part is that you can get started right now today for just $67. So don't waste any more time on tasks that are supposed to help you up level and instead head over to go getters game calm and get to creating intentional plans that will actually help you reach the next level of success and freedom in your business. And so all of this to say that knowing who your dream customer is, and who your audience actually is, is be Only way you will ever make money in your business. And I mean, we can sit there and we can create all of the marketing strategies in the entire world, we can set up the most perfect funnel, the most perfect launch plan, the five day challenge, the email sequences, you know, the marketing strategies on social media and the Facebook Lives and the Pinterest and all of the things right, we can do all of those things, but they literally don't mean shit, unless you are getting it out in front of the right people. And so if you don't know who your dream customer is, you literally won't be able to make those marketing strategies work just like I wasn't able to. And what's funny is that at that point, I thought I knew who my dream customer was. But I did not actually seek them out and attract them because my messaging was off at that point, right. And so you I really had to refocus and Figure out who I really was talking to, and who was naturally being attracted to me and I shift my business and that sort of way. So maybe that's where you are, maybe you have that audience and you need to learn them a little bit better. And you need to figure out how you can tweak your messaging and your offers and those sorts of things to be exactly what they need. Or maybe you are, you know, closer to the beginning stages of business. And you can create a dream customer profile that you know, based off of real tangible things, and you know, their actual real life likes and interests, not just like the fluffy stuff, and then you're able to take that and create a marketing plan based off of that and create offers based off of that. And then you're able to market to the correct people and attract the right people. So I want to kind of talk through four different stages of business and I want to kind of show you the the Basic roadmap that a lot of people go down. I mean, every single entrepreneur is in one of these four stages. And it's really taking the marriage of your dream customer and your offer and finding where they fit together. And so there's kind of four different ways that you can put those two things together. You can if you want to, I'm going to try to visually explain this to you. Because usually I do this like as a whiteboard training on like a live video or something. But since we're on this lovely platform of podcasts, I'm just going to try to like visually explain it to you, okay. So, imagine that you have a square that is cut up into four different quadrants, right, so it's like a square with a plus side drawn through it, right. So you have four separate squares that make up one square, okay, up on the top, right hand corner, you have like above the chart itself, not in one of the squares, but above it. On the top right hand corner, you have people that know who their dream customer is, okay. Then in the bottom left hand corner, you have people that have an offer created for their business, okay? And if you kind of fill in that chart, the first quadrant up in the top left would have entrepreneurs who don't know who their dream customer is, and don't have an offer. Right? Then if you move to the square below that, you would have people that don't know who their dream customer is, but do have an offer. Then in the top right hand square, you would have people that know who their dream customer is, but don't know their offer or don't have an offer rather, for that dream customer. And then the bottom right hand square. You have people that know who their dream customer is, and have an offer for them. Okay, so you have these four different stages of business. And every single one of us falls into one of these four quadrants within this chart. And so if we are looking at the quadrant of this chart that says that these entrepreneurs don't know who their dream customer is, and they don't have an offer created, that's kind of what I call playing business. Okay, you're, you're just in the beginning stages, you maybe might know what you want to do. Like for instance, you may want to be a florist you want to be a floral designer, you know that much, but you don't really know for who and you don't really have a solid offer created, right? So you don't really have any plan. You don't really have any intention because you're probably just picking up any sort of job that maybe your friends need. Right You hear that your friend is getting married. So you offer to do the bouquets or you hear of a you know, one of your friends were Relatives had passed away. And so you offer to do the arrangements at the funeral, or whatever, right? Like there's so many different things, but you don't have like a solid offer nailed down, you don't know exactly what it is that you want to do. And then you will obviously don't know who you're wanting to do it for. If you don't have any sort of idea of what type of offer you want to create, you can't figure out what the dream customer really is, right? So when you're there in that stage, it's you're just playing business, you're kind of just flying by the seat of your pants, and you're just like, Whatever happens happens. Money's pretty hard to come by because you have no plan or no intention, right. And then if we move down to the next stage in business, which is where you still don't know who your dream customer is, but you have an offer, right? That is basically where I was when I was launching when I went through that whole spiel of my flopped launch of that course that's where I was OK. So usually we go from not really having any idea about our customer or offer to choosing an offer. Right? So, you know, for the florist scenario, let's say they've finally decided that okay, weddings is really what's fun for me. That's what I want to focus on. Okay? Like you have your offer, you decide that's what you're going to do wedding florals. But you don't really know who your dream customer is, except for the basics, you know that it's engaged couples. And that's basically it. You don't have any other sort of idea of what these people might be like. So you don't know. You know, anything about their personality where they hang out. You don't know anything about like that style of wedding that they're going to do you know, is it going to be traditional? Or is it going to be like in the woods? On the beach, like what types of weddings are you willing to do? Like you don't know you haven't defined any of that, right? So you don't really know anything about your dream customer. And so when you're in that stage, that is You are just straight up hustling, like you are sitting there putting out after us, oh my gosh, offer after offer after offer. I don't know why that was so hard for me to say. You're just putting out offers all the time, right? your marketing and you're on social media and you're doing blog posts, and you are like, on stories on Instagram and Facebook Live and like all of the things and you're hustling so hard, and yet you're barely making any money and you're not really selling anything. And it's because the thing that you have created isn't for a specific person. You don't have a specific person in mind. Or if you do have a specific person in mind, maybe it's not the correct people that are in your audience, right. So you're just hustling and you realize that that you are putting out offers, no one is buying and you feel defeated. This is where a lot of people drop off. This is where people feel like businesses hard they don't understand And why things aren't working because they're trying so hard to market themselves and get themselves out there when the only missing piece is that they haven't defined who their dream customer is. That's literally it. That is the only missing piece out of this entire thing is that they just haven't defined who their dream customer is that they can market their offer to them. So some people drop off here, some people get stuck there forever, right? But then there's some people where light bulbs go off, and they realize that something isn't connecting, that their offer for some reason isn't resonating with their customer. So they start to do some research. And then that's when they move into what I call the pivot stage. Okay. So this point, they start to do research, they figure out who their dream customer is. They survey their audience, they do all of the things and they really, really learn their people. And so at this stage, they have a big old checkmark next to knowing who their dream customer is, but they don't have an offer that is specific for them. Okay, so they may have an offer because they had an offer previously, right. But maybe they're realizing that their offer isn't right for the actual audience that they have, or the dream customer that they're actually trying to serve. And so, at this point, they don't have an offer that's right for that dream customer. So they're pivoting and they're figuring it out. At this stage of business. They have a plan to create intention in their business, the intention is there now. And things are becoming a little bit clearer. light bulbs are going off, things are clicking, and then all it takes is for them to really learn their dream customer and create an offer for them. And all of the sudden they then are in that last and final stage where all of the dream The stuff happens of knowing who their dream customer is. And having an offer that is specific for that dream customer. And that is where the secret sauce is. When you know who your dream customer is and and you have a perfect offer for them and everything else is so easy. Like literally everything else is so easy. You can market to your people without feeling salesy. You can literally sell on autopilot and with ease because your thing is specific to your people. And it is exactly what they need, because it solves the pain point that they are constantly coming to you for. Right. And I know that I use this analogy a lot. But it's one of my favorite ones because I think it just it really like brings it all into perspective is if you had a friend who was doing Thanksgiving dinner at her house for the first Time, and she had never cooked a turkey before and she was nervous about it. But she came to you knowing that you've cooked the turkey before, and asked you for a recipe or to teach her how or whatever, right? And you knowing how to cook a turkey, could you imagine if you didn't give her the recipe if you told her No, you couldn't help. Like, you would literally just be withholding information that you have in your brain and the solution to your friends problem. Right? Like literally the shitty is Fred if that's if that was a real case scenario, right? And so same thing with your customers and with your audience. You're if you build an audience full of your dream customers, and they all are coming to you with some sort of problem, right? And you have an offer of some sort that solves that problem for them, and you're not telling them about it. I eat not selling to them, then you are doing your audience a massive disservice. Service, you aren't helping them in the ways that you had intended to because you're just scared to sell to them. But at the end of the day, they're asking to be sold to, they're saying, I have this issue and you're over here with the solution. And if you tell it to them, not only will they have a solution to their problem, but you are going to have money in your bank account, and it's all going to be what it was supposed to be in the beginning, right? Like this is what being a business owner is all about is helping and serving people and creating a sustainable business that has revenue coming in. Right? And so, guys, if this is like a massive thing, like so massive, it is this it's so massive, but it is so simple at the same time, instead of focusing first on marketing, and visibility, and all of that stuff. I mean, all those things are important of course, but If we don't know who we're talking to, and we don't have an offer for them, literally none of it, none of it matters. None of your marketing is ever going to work if you don't have that other stuff figured out. So if you are sitting there and you're like, Okay, I am in one of those first two, you know, those stages that we were talking about either playing business or hustle, right, a lot of people are stuck in that hustle. Or you're even in the pivot, you're moving into the pivot and you're wanting to learn who your customers are. I have a free class for you that I want you to go sign up for right now. Where I am literally walking you through how to find attract and sell to your dream as types of customers. And guys, this is not the fluffy BS. Crap of like, Dream customer profile or not profile. That's what I call it. It is a dream customer profile. Scratch that. Like client avatars, that's what I was trying to say. It doesn't like fluffy client avatars. This is not Oh, it's a woman that is between the ages of 25 and 50. And she drinks mock iOS, Starbucks, and, you know, like she shops at Trader Joe's. Like, none of that matters, right? Like that's just something that you put pulled out of your head and put onto paper and was like, yeah, that's who I'm, that's who I'm going to serve. And that's how I'm going to talk to my people, because I think that's who they are. But did you get that out of real fact, right? Like if this is not out of real actual fact, it doesn't matter, because it's not actually real. And so what I'm going to be walking you through is an it is a workbook, I'm going to hand you a workbook, and we are going to fill out that workbook to gather based on your business. And then we are going to take all of the information that you fill out via those exercises on that worksheet that I'm walking you through and We are going to take that over into this free tool that's online, right there for you to use. And I'm going to teach you how to use it so that you can plug in some information about who you're wanting to work with. And it spits out on the other end information about your people like real life, likes and interests, like, right down to the TV shows they watch, and not just like, based off of like, Oh, I think that they would like to watch the office because I like to watch the office. Like, no, they it'll tell you for sure. Like, do they actually watch the office? Like, it'll tell you that? And the reason why something like that is important, which I know you're like, hey, that sounds fluffy in itself. But no, I mean, if you think about marketing guys, and if you know that your people watch the office and then you are on social media and you share office memes in relation to your business that is attracting your ideal customer because you know, that they watch the office. Right? So Anyway, that's just like the tip of the iceberg. But this is 100%, free like this, this training is 100% free, I want you to go sign up for it right now over at Lady and company.com slash Crash Course, all one word, no spaces, Lady and company.com slash Crash Course. And it'll take you straight to the page to sign up for the dream client Crash Course, that again is 100% free. I'm giving you workbooks, or a workbook and walking you through everything and you're going to leave with actual, like evidence and actual facts about your customers. Not just how to find those things out but like actually have those things taken away with you at the end of it. So it's, it's a big training. And I think that it's something that we all should go through a couple of times in our businesses, you know whether or not we're feeling like we need to be pivoting, like it's always good to kind of check ourselves and make sure that we actually know our people. So You know, these formulas work for you, and no matter what stage of business you're in, it doesn't matter if you're just now starting out or it doesn't matter if you've been in business for 20 years, like literally all of these things pertain to you no matter what, because we all should be learning our customers every every day, basically, you know, so that's, that's really what I want to do is just give you guys the tools so that way you're able to, to move forward and know exactly who you're talking to and market to your people in the right way. So then that way your marketing actually works. So anyway, thank you guys so much for hanging out with me on this episode. This is something that I'm so super passionate about. And I want to know if you know what stage of business you are currently in, so do you know if you are in that stage where you don't know your dream customer and you don't have an offer? Or maybe you don't know your dream customer but you do have an offer, or you know, whatever any of those combinations, maybe take a quick little screenshot of this episode. After you go sign up for the dream. Call. Crash Course and and share it on social media tag me let me know which which quadrant you think that you are in you know which phase of business you think you are in and not chart and we can chat a little bit further and Instagram dm about it. Okay guys, so thank you so much. Nah, talk to you in the next one. Thank you so much for listening to this episode of the skillet podcast. Here's what I'd love for you to do next, take a quick screenshot of this episode that you're listening to right now and share it on your Instagram stories so your friends can hear about the show too. And then I'd love you for real for real if you head on over to iTunes to leave a rating and review and if you want access to the show notes, links and downloadable that were mentioned in this episode, head to spill it podcast.com and don't forget to subscribe so you never miss a future episode.

Spill It! Podcast Art.png

Spill It! with Alex Lawless is a roundtable-style podcast that brings a unique spin to online business strategy by creating a space for seasoned entrepreneurs to hold judgment-free and opinion-based conversations on industry topics, norms, and cliches. View more episodes….

Listen now on…

Apple Podcasts | Stitcher | Google Play | Spotify

Other Episodes: