Hello, gorgeous entrepreneur! It’s Tash here, and welcome to Day 5 of #tashmas.
Yes, we are well into the #tashmas festival now.
I’m really excited because today I think, probably, is one of the juiciest episodes of #tashmas for the business strategy that I’m going to be talking to you about today.
I also have a really awesome freebie that you’re going to be able to win so make sure that you go check out the show notes. This is episode 137 so the show notes are over at tashcorbin.com/137 with all the links and things that you’re going to need.
I really, really, REALLY want to share this gorgeous strategy with you today so let’s get started…
In the online business world today, there is so much noise.
If you were to listen to every single marketing guru that is out there…
If you were to listen to all the different pieces of advice and put into place all the different strategies that everyone tells you you NEED in order to be successful…
You wouldn’t actually get anything done.
There’s just so much conflicting, oftentimes, advice about what it takes for you to be successful in the online business world.
Here’s the thing:
Everyone is trying to create the one-size-fits-all strategy.
They find the thing that works for them, and they try to convince everyone else (and they’re making money out of trying to convince everyone else) that they should do that too and it will work for everyone.
It’s kind of like health and well-being.
Just because you do really well on the vegan diet, doesn’t mean that it works for everyone.
Just because ketogenic is the most amazing thing for you…
Or, F45 Fitness is the most amazing thing for you…
Or, powerlifting is the most amazing thing for you…
It doesn’t mean that it’s necessarily the right strategy for every single person on the planet.
The same goes for marketing and strategy.
I really, really love being able to work with people in a way that we can have conversations about what the right strategy is for them.
And here’s the thing:
You need one strategy.
Yes, there are lots of different tactics that you can use…
There are lots of different social media platforms you can be on…
But the number one decision you need to make when it comes to growing your business is what is your core strategy.
There are actually hundreds of different strategies to choose from.
It’s something that I do really well in the Heart-Centred Business Academy.
In the Academy, people are out in that early stage of start-up. They’ve worked out what their baseline strategy is.
But then they’re looking to work out, “Okay, what’s the next step in my strategy?”
“How can I make this more sustainable?”
“How can I bring in a more reliable and predictable baseline income into my business?”
And that’s the beautiful prize that we have for this day of #tashmas.
It’s the 5th day of #tashmas, and the prize that you can win today is 3 months in the Heart-Centred Business Academy absolutely FREE.
If you’re in the space now where you’re ready to move from start-up into that next layer of strategy in your business, I would love for you to come and join this special little competition.
We’re giving away 6 places because I’m turning thirty-SIX.
So I’m 3 months for free for 6 people.
There are 6 places that are up for grabs, and all you need to do is go to the post on my Facebook Page that’s #tashmas Day 5 and let me know:
Which of the 3 strategies that I’m going to share with you today is the most appealing to you?
And let me know any questions you might have about that strategy.
I’m going to answer those questions. We’re going to have a giant conversation.
I’m going to pick 6 people who are going to come and join us in the Heart-Centred Business Academy LIVE for 3 months absolutely FREE.
Don’t worry if you’re in start-up mode because I’m actually going to share with you 3 very practical, very easy strategies that might fit for you best for start-up and then I’m going to talk about 3 that work for the more advanced or more established businesses.
That’s why I’m so excited about today’s episode.
Because I think that this is probably the one decision that most people come to work with me have not yet made about their business.
And actually, by sorting that foundation and understanding everything goes through this lens of this-is-my-model-of-business, then everything becomes easier and it makes it much easier for you to make those gorgeous business decisions.
Because they’re going through that lens – what is my model here?
If you’re in start-up, there are 3 models that I want to share with you today.
I know there are hundreds of different models or options, but these are 3 core business models that I think are very suitable for heart-centred women in the online business world.
1. The webinar model
Now you may have heard me talk a lot about webinars.
This is how I started my business.
It is a highly connected business strategy and my model was based on webinars.
Webinars were what I used to test whether my messaging was really appealing to my peeps, to put an offer in front of lots of people at once, and to create really quick momentum in my business.
I learned. I pivoted. I ran another webinar.
I made offers. I made sales.
I learned. I pivoted. I ran another webinar.
And I did that very consistently for about the first 18 months of my business.
That was my strategy.
When it came to what freebies am I going to do? If I could do a webinar, I would do a webinar.
When it came to what offer am I going to share? If I could use a webinar to test it, I would do a webinar to test it.
I was very active in Facebook communities. That’s where I found my people. That was the PLATFORM.
But my core business strategy was WEBINARS.
Depending on your strengths, your abilities and your propensity for webinars, it might be a great fit or not.
But it also depends on your target market.
Your niche might be very, very hungry for webinars so you need to make a decision, “Am I going to resist this even though this is the best thing for my niche or am I going to take the time to learn this strategy, practice and get good at webinars, and use this as my start-up business model?”
Think about your target market and your strengths when it comes to what the right strategy is for you.
2. The static opt-in strategy
This is very popular out there amongst other business coaches.
This is using static opt-ins such as handout, templates, ebooks and standalone videos to draw people onto your mailing list and then do the sales process from there.
There are pros and cons to each of these start-up strategies.
One of the pros of this strategy is that there’s not a lot of requiring you to practice your skills. There’s not a lot of being onscreen or running webinars or going through that process.
However, one of the cons of this strategy is you need many, many, many more people – exponentially more people – to go through those opt-ins to actually start generating sales.
So for a lot of people, they start their business. They might have been taught by big coaches who shall not be named that all you need to do is make lots and lots of great free ebooks, guides, templates, toolkits and downloads. People get that and at the end of it, you’ll have a special offer. And then you just keep sending email after email after email after email trying to convince that person to jump on to a free discovery call with you or jump in and buy your course or jump in and buy a special $7 thing from you and that’s called a “tripwire”.
It’s a much more disconnected process where you don’t really have a lot of conversations with your audience.
It’s a very one-way conversation.
You’re just constantly talking to them.
And also it requires you a very big number and usually requires you a bit of investment upfront as well.
You need to do things like Facebook Ads. You need to have someone create the nice branding.
Or spend a lot of time and money getting those downloads looking really great.
You usually have to have systems that all talk to each other.
You’ll bump up your mailing list size to the point where you have to pay for your CRM a lot earlier.
You have a lot less conversion from those people.
So it has its pros and it has its cons.
3. The live event model
I’ve seen a lot of people create amazing start-ups using this model. Denise Duffield-Thomas was one of them.
There were a lot of people who did this – particularly in 2010 to 2014.
I saw a lot of people who were in start-up mode who used the live event model really effectively.
Now, this is an awesome model if you love being in front of people and if you love that in-person connection.
Again, you might need to have a little bit of money behind you to pay for venues and ads but it has a much higher conversion rate than webinars or static opt-ins.
So pick one of those strategies and give it a red hot go for about 6 months.
Give yourself 6 months to give your strategy a real red hot go.
Remember: You need to make a decision about this strategy based on what your target market is, what your strengths are and what you love to do.
I saw someone shared in a Facebook Group that I’m in. They said,
“I’m really fed up with marketing. I just want to do the things that I love.”
And I asked her, “What are the things that you love?”
She said, “Writing and talking to people.”
95% of marketing is writing and talking to people if you have a model that plays to those strengths.
She didn’t have a model that played to those strengths.
So have a think about what your strengths are, the things that you love to do, and also the thing that’s going to work best for your exact niche.
Pick a strategy and run with it for at least 6 months.
In the Take Off program, I teach the webinars and the live event strategies.
And if you are in start-up, I would love for you to come and join the Take Off program.
We’ve just started a live round today – 5th of March 2018.
It’s not too late to come in and join us.
If start-up is something that you need support with and you don’t have a solid start-up strategy…
(And that strategy can take you to 6 figures and beyond by the way. You do not need to change strategies to get to 6 figures and beyond.
I’m going to talk about that when we get into the growth phase part of this podcast.)
But if you’d like to find out more about the Take Off program, go to tashcorbin.com/takeoff and I’ll make sure that the link is in today’s show notes.
Now let’s talk about the more advanced strategies.
There comes a point where you are through the start-up strategies of your business; so you’re now making that great income that you wanted to make.
Maybe you’ve started to see some great successes.
You’re really creating momentum.
Maybe you’re booked out 1:1 and there’s actually not a lot of capacity for you to keep working this way, and you want to switch up the model of your business.
Switching up the model of your business doesn’t necessarily mean switching up some of the core strategies.
For example, I still do webinars all the time.
In fact, as part of #tashmas, we’ve got 2 webinars that are coming in this next few days.
We’ve got the conversions webinar which is just been, and we’ve also got the memberships webinar which is happening this Friday.
I LOVE doing webinars, and it’s still part of my strategy but my model has shifted a little and my core strategy has shifted a little as a result.
When you then are starting to get that business model and that strategy working for you, you know predictably you can get more than 200 people signed up for every webinar that you run.
You know predictably that if you get 200 people signed up for a webinar, you’re going to get 5 to 10 sales of the thing that you’re selling.
You know predictably that if you just are present in this 3 Facebook Groups, you’re present on your Page and you send your newsletter every week, you have the consistent income that you need to know that your business is going to succeed, then it’s time to look at how you then move into that next more established model and strategy for your business.
There are 3 models or strategies that I’m going to share with you today, but as I said before, there are lots to choose from but I find these 3 are probably the most common that I see for women online.
1. 1:1 VIP strategy
I want you to know right now that you can make a million dollars a year only working with people 1:1.
I’ve seen it done.
I know that it works.
And I’ve actually seen it done with great success.
That might feel like it’s way off for you right now, but I just want to dispell the myth that you must leverage or you must have passive income in order to get to the million dollar mark in your business.
In fact, you don’t need to move into passive income or leverage.
The sooner you move into passive income or leverage, the sooner you’ll see it creates more of a roller coaster in your income and it can create a decline in your income.
It happened to me.
It happens for a lot of people that I see in the online business world.
They think, “Wow! I’m making $5,500 a month from 1:1. The next style of business for me is leveraging and that means I’m going to make $10,000 a month.
This is the way that I make $10,000 a month.”
And they actually start to see a decrease in their income at first, and then it rises up and for some people, it never rises again.
They have to go back to the 1:1 VIP model because that’s what they’ve mastered. That’s what their clients want, and that’s what works for them.
So the VIP 1:1 model might look like this…
You still use webinars as way that you bring people in, but then the only option of working with you if a VIP package of some sort or you might sell single sessions at an increased rate and then you have some 1:1 options that people can work with you.
They might work 1:1 with you online.
You might do 1-day intensives.
You might do retreats.
You might do VIP days.
You might do 1:! retreats.
But really, the one way that people can work with you is a VIP model and that’s it. That’s actually all that you offer.
You don’t have courses.
You don’t have lower end products.
You don’t have lower-end services.
You are increasing your prices steadily, and then you just keep increasing your prices and you keep working with people in that VIP model.
I have seen this work absolutely gorgeously particularly if your market is business-to-business (B2B). People see the value in investing to get that VIP support in their business and therefore they’re willing to invest the money. In fact, they get a huge return from just working with someone 1:1.
I know for myself – now that I’m at the point that I am in my business – I’m moving towards working providers more on a 1:1 basis than doing the courses and the group programs.
I find that if I have too many courses and group programs going at once that I’m not actually going to do them.
I would much rather work with someone in a VIP way.
And so for a lot of people, their business grows. They get more and more established, and all they do is keep increasing the prices of their 1:1 work. As they keep getting more and more clients, their income just keeps on growing.
For a lot of people, that’s actually the perfect in-between stage before they start to do the leverage or the big reach part which I’m going to start talking about next.
So I want to challenge you right now:
If you’re feeling the pressure to leverage or create a course or membership or write a giant book or get out there in front of a hundred thousand people, is that because it’s the right model and strategy for you? Or is that because you’ve been convinced by lots of other people out there that that’s the way forward?
Have you actually had a discerning conversation with someone about what the right strategy is for you moving forward from here?
If not – if you’d like to have that conversation, come on over to the show notes and enter the competition to win 3 months in the Heart-Centred Business Academy.
Because these are the types of conversations that we have.
This is the type of mentoring support that I provide.
And I can often see, for a lot of people, the things what they cannot see for themselves about the next logical step for their strategy moving forward.
There are 2 critical points in your business career that I think you need a strategy:
i. In start-up – Having that discerning eye in your start-up strategy, what you’re doing, the messaging that you’re using and why things are not working.
Because when you’re in start-up, it’s a lot of experimentation and you need someone who can give you feedback and help you work out why something has worked or why something hasn’t.
ii. When you’re starting to move into that next phase of business – Because that’s when your business strategy needs to be solidified and you need to make a commitment to your core strategy.
If you haven’t made a commitment to that core strategy, then that’s when it’s easy for you to get the wobbles and get distracted by those bright shiny objects.
“Oh, maybe I need to run more challenge?”
“Maybe I need to go on a speaking tour?”
“Maybe I need to write a book?”
“Maybe I need to get on Sunrise next?”
“Maybe I need to be an affiliate for other people so that they notice me?”
“Maybe I just need to go and buy all the courses and then everyone will know who I am?”
These are strategies that people see other people use and they decide that it’s the must-do thing for them.
Podcast was so hot in 2016 and 2017. Everybody decided that they need to do a podcast. 90% of the people who started a podcast didn’t do it consistently and it wasn’t the right move for their business at that particular point in time, and they didn’t make the most out of the start-up process of podcasting as well.
Did you know that in the first 8 weeks that’s when you have a window of opportunity to get on New and Noteworthy, and if you don’t make the most of that opportunity you are basically putting a weight on your podcast and tying it down to getting that exponential, organic reach that podcasting is so good at doing?
I didn’t have anyone telling me that when I started my podcast and I wish someone had.
It wasn’t until I was about 6 weeks in that I’ve found out, “Oh! There’s this New and Noteworthy thing. It’s based on the first 8 weeks.”
I was like, “Ehhh, bummer!”
So there are strategies that you need, right? Having a strategist at that point in time – when you’re deciding on your next strategy – I think is very critical.
2. Start to leverage
For different people, this strategy looks like very different things.
It might be that you create membership program.
It might be that you need to start looking at a signature online course or program.
It might be that you need to start a mastermind.
The amazing Claire Tait has done this gorgeously this year moving from 1:1 kinesiology into running an energetic meridian mindset mastermind.
For some people, it actually leveraging in different ways.
Maybe it’s leveraging through mini-courses.
Maybe it’s leveraging through creating short-term bootcamps.
There are so many different ways that you can leverage but for a lot of people, leverage is the next logical step.
3. The ginormous reach strategy
Once you’ve got to that point of everything is working really beautifully and you’re starting to really see those results and momentum and you’ve got a predictable and scalable way of getting people in the door and turning them into clients, you then go for the giant reach.
The giant reach strategy might look like: spending money on Facebook Ads, submitting heaps of articles to Elephant Journal or the Huffington Post, or being guests on other people’s thing.
Claire Barton did this really beautifully last year by being a guest speaker over 50 times in the year.
Denise Duffield-Thomas has done this very well. She went from the workshop strategy to the ginormous reach strategy by being a guest.
Those 2 things really align very well.
In fact, Claire Barton did that too. She had a live events strategy where she ran her Recovering Perfectionist events and now she’s moved into that big reach strategy.
That is the next logical point.
So you need to look at the strategy that worked for you in start-up and then what is the strategy that you’re going to graduate into now that you’re becoming more established.
I hope that makes sense for you.
I really get excited when I talk strategy. Can you tell?
And I want you to make a decision today:
The decision is either, “I’m committing to this particular strategy from here. This is my strategy for at least the next 6 months.”
Or, if you don’t know what that strategy is, make a commitment that in the next 10 days you are going to make a decision.
You’re going to look into your options. You’re going to weight them up based on your strengths and the requirements of your niche.
And you’re going to make a decision.
Because making a decision about your core strategy will take away all the shiny objects. It will keep you on the path. It will take away the wobbles, and it will set you on the path to success.
If you’d like to come and jump into the Heart-Centred Business Academy for free, you can win 3 months FREE.
Just come along to the show notes for today. They’re at tashcorbin.com/137 and hit the link where it says, “Enter to win.”
Come over to the Facebook post on my Facebook Page and share with me:
What is the strategy you’ve selected?
Maybe comment what the questions are that you need to answer before you can pick your strategy.
What is your commitment?
Whatever you comment with, we’ll take it in as your entry into the competition.
I will be selecting 6 people based on your answers to come and join the Heart-Centred Business Academy for 3 months absolutely FREE.
So you can work with me and get that strategy working.
I’m really excited about this one.
I’m super excited that you’re joining me for #tashmas.
Thank you so much for being part of this journey so far.
Until next time.
I’ve been Tash Corbin. You’ve been a fabulous listener.
And I cannot wait to see you shine.
Bye for now.