When specialist consultant & trainer Megan gets a phone call, her life is turned upside down. Work had been drying up, her new book wasn’t selling but this was a whole other level of difficult! She realises she’s been concentrating too much on delivering and not enough on building her business or marketing systems….
Clicks And Leads is a “tongue in cheek” digital marketing Vzine by entrepreneur, author, podcaster, speaker, Nicola Cairncross.
On the blog
- Split Testing 1: A Brilliant New Free Tool
- Split Testing 2: Set Up Goals
- Split Testing 3: Divert To New Page
- Split Testing 4: No Website Changes
- Split Testing 5: Definitive Results?
- Split Testing 6: The Compounding Effect
- Split Testing 7: 100-1000% Improvement / Would You Like Help?
- Feeling Less Busy/Stressed
- Optimize Your Website (For Free)
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Well, welcome to the Vzine this week. It is the 26th of February, and it’s T-shirt weather already. Uh, So, that’s the thing about Greece when it’s bad weather it’s very bad weather but it only lasts for a couple of months, and yes I was sitting out on the front step earlier thinking, I can’t do this without sun block because I will burn, and that’s absolutely fabulous.
I love the thing of coming up the stairs in the morning, opening up my blinds and seeing sunshine, that just makes me happy. I don’t know why, it just does.
So, Um, I was thinking about happiness a lot recently because I’ve just read a fantastic book all about a woman who lost her husband, and how she dealt with that and then I was listening to Steve Bartlett’s dairy of an CEO and he was asking, you know, who are you a slave to, are you a slave to your own happiness or are you a slave to other things that don’t really matter.
Gary Vaynerchuk’s also been talking about it recently and it’s uh, an illusive beast this happiness and I think it only comes in short waves. I think the best you can hope for most of the time is peace, peacefulness with occasional shots of joy. That’s what I’m aiming for nowadays and uh if I just get that, then I’ll be happy, and of course having something to do that gives you meaning, whether that’s your day job or whether it’s a hobby, that is another way to make yourself happy, but finally the thing that I would really recommend to everybody is meditation.
I am a late comer to meditation. I only did it about, well I suppose a year ago I started properly meditating, with guided meditations on a regular basis and I find that it makes the most incredible difference to my levels of happiness.
So, um if you’re new to all this I would recommend you go and download Mind valley quests app, and there is uh several meditations on that, guided mediation, which means you don’t have to try and think empty thoughts and the one I love the most is Vishen Lakhiani’s 6 phase meditation, which takes, you can ether do it in bits so you can do um, each of the 6 phases individually or you could do the whole lot together, which takes about 15 minutes. Highly recommend it, totally free, download it on the app store and see what it does to your levels of happiness.
Right, let’s get on with the show shall we? I’ve got some brilliant interludes for you this week.
Hi there, it’s Nicola here and in the next series of 7 videos I want to tell you a story about a lady called Megan, Megan is a trainer and consultant, she’s been working in a specialist field for over 20 years now and she’s always enjoyed going out to stay in hotels and set up workshops and have amazing people in her workshops that she can actually help and she sees the transformation in them, but the problem is, Megan is getting older, she doesn’t enjoy going to the hotels so much she doesn’t enjoy the very early morning train journeys.
The other thing Megan does, she’s an associate for a big training and coaching company and she’s always been one of their top associates. She’s always got lots of work from them. The problem is the work is starting to dry up from that company as well.
She no longer gets booked out as often as she did and she suspects that it’s something to do with the fact that she’s a little bit more expensive than some younger people coming up behind her. She decides to write a book, she decide to capture everything she knows, everything she’s taught, everything she knows that makes a transformational difference to her clients, and she spends all year doing it.
She signs up for one of those courses, How to get your book on Amazon. And she sets a launch date, she gets the cover designed, she gets a few people to review it and writes things about it, and she’s full of confidence and hope and launch day comes and she put the book on to Amazon and uh, nothing happens. So she sends an email out to all friends and family and asked them to go and review her book, and they do! And still nothing happens.
Traditionally Megan’s traveled up and down the country delivering training in workshop rooms in hotels, and she’s also got a load of work from a big training and coaching company as an associate, but she’s noticed that that kind of work has started to dry up now.
She’s not getting as many referrals from her corporate clients and she’s not getting as much work from the big company she works for as an associate. She’s just launched her brand new book on Amazon with great hope and excitement, but unfortunately nothings happened really, a few people have bought it but not many.
She starts to think what on earth am I going to do. She’s not getting any longer, she’s not getting any keener on those early morning train journeys, She’s suddenly realised that she’s been so busy delivering, she hasn’t actually worked on building her business.
She doesn’t have a mailing list, her website doesn’t get any traffic, her book is not selling any copies and she’s not making any more money than she used to, in fact she’s making less, and she’s getting a little bit worried about her old age, suddenly she gets a phone call.
It’s one of her parents, and they’ve had stroke. Now, she’s expected to help with that as well. One of her children is in their teens and still wants driving around and one of her children is off to college. While she’s got a little bit of slack in her spare time it’s now been taking up by her elderly parent and their needs.
She’s feeling pulled in all directions and she’s starting to worry about her future. So she takes a long hard look at what she’s been doing which is mainly delivering her specialist subject, and not a lot on building her business. She decides that she’s going to sign up with a specialist coach mentor who she’s convinced can help her turn things around.
So she pays a rather substantial amount of money and she sets down to work with this person for the next year. Unfortunately, about 3 months in she realises that that person, while absolutely brilliant is only teaching her one method. And if her business doesn’t fit into that method or if she doesn’t feel comfortable with that method it’s just not going to work for her.
What else can she do? She needs to get some leads in quickly, because without leads she’s not going to make any sales. She hasn’t got a mailing list, She’s got no traffic coming to her website. She’s starting from scratch and she doesn’t know where to turn, but there is hope on the horizon.
Just recently she started following a very down to earth character on Facebook who puts out daily videos about how you can market yourself better online. She goes over to this persons website, and she signs up for a webinar called be everywhere online. She’s a little bit nervous about that whole idea because she does realise it will be pushing herself out of her comfort zone.
While she’s still got some savings tucked away, it’s not going to last forever, and she’s getting a little bit concerned, so she needs to be able to take action quickly. She likes what she sees on the webinar, she signs up for a monthly membership, and she gets started with the Be Everywhere Online programme.
One of the first things she does is distill her wisdom, and her knowledge, and all of her experience down, like she has with her book, and she turns it into 12 core topics that her ideal customer or client cares about. Then she starts to make little videos, talking straight to camera just like this.
Now she’s signed up to Clicks and Leads Academy, and she’s working her way through the Be Everywhere Online programme. She’s distilled problems or the pain her ideal clients got down to 12 key topics, and she’s starting to create little videos, just like this one, that talk to her ideal client about their problem, their pain, their worries, their concerns, and she gives them information, every single time, that they can take away, and turn into some action.
People are starting to know, like, and trust her. Each one of those videos is going onto her website, her Facebook page, her Facebook profile, her LinkedIn profile, her YouTube channel, her Instagram account, it’s being tweeted.
Megan is starting to find that she’s being everywhere online, and all she has to do is create one video a week, awesome. Nothing happens for the first couple of weeks. It’s a bit early, you wouldn’t really expect it, would you?
But slowly and surely, she starts to get emails coming through from people who’ve seen her videos. Some people have sent it on Facebook, some people have sent it on Twitter, some people have sent it on LinkedIn, and some people have subscribed to her YouTube channel.
She’s starting to get people reaching out from back in the day, people she hasn’t worked with for years and years, and they really like what she’s got to say. So they come along, they opt in for the first chapter of her book, she’s offering that, free. Then, they get jumped to the page where they can actually buy the book, and some of them are even doing that too.
Megan’s feeling very encouraged now. She’s starting to feel a positive momentum building, and she’s really glad she took up the Be Everywhere Online challenge. She absolutely loves being surrounded by other people doing exactly the same as her, but in their different industries. And she loves being able to brainstorm ideas.
And every Thursday, there’s a live call that she can pitch up to, and get her questions answered live. She’s following up all the people who put their name and email into her new mailing list with a series of emails taking people back to the videos. They can also download the audio and read the transcripts.
She’s doing what she knows, as a trainer, is the right thing to do, which is to cater for every learning modality. Some people are visual, some people are audio, and some people like to read. Megan’s starting to fly now. She’s selling her books, she’s building her mailing list, she’s got a great following of people on Facebook and Twitter, and her contacts on LinkedIn are growing steadily with the right kind of people.
Her email is now full of people asking her to come and speak, and she’s got sign-ups for her automated webinar. She ran it once live, she recorded it, and now it’s online, working for her 24/7, 365 days.
Her marketing’s only taking her a morning a week, because she’s now got a virtual assistant, who does all the other work for her social media marketing, apart from the bits she can’t, like making the videos in the first place, but Megan’s so used to that now, she breezes through it.
It’s not terrifying at all anymore. Her diary’s full, Megan’s feeling really happy and confident about the future, and all it took was signing up to one little 12 week course called Be Everywhere Online. I made that course, I used it to launch my business again, and I invite you to join me inside the Clicks And Leads Academy, where you can find out how to make sure that you’re everywhere online, and everyone knows who you are, who you help, and how you do that.
Okay, so I am going to start work soon with a new marketer. “But you are a marketer, Nicola,” I hear you say. Yes, I am, but sometimes it’s very, very easy to get too close to your own thing. And the lady I’m going to be working with soon, we’re doing a skills-swap, is a lady I’ve worked with over the years, I respect her enormously. She’s extremely detail orientated, and I’m hoping she’s going to pull out of me some information I didn’t know was there.
One of the things she talks about a lot is how when you’re working with clients, you’re offering them a transformation, and I don’t think I talk about that enough, so I’m going to be working on that. For the time being, what I’ve come up with so far is, I help business owners transform themselves into skilled, confident marketers who know how to turn on a tap of leads and sales whenever they want them.
Okay, so what’s on the blog and the podcast this week? On the podcast this week, we interviewed Linda Cassells, and she was talking about communication with you customers, and that was a really good interview. She was in New Zealand, we were in England and Greece, respectively, so by the power of modern technology we were able to bring that interview to you, which is on OwnItThePodcast.com, or you can find it on NicolaCairncross.com.
See you next week.
Creative Direction & Video Editing
Drone footage of The Mani
Drone Footage of Shoreham by Sea
Scott Wright Photography
Check out more videos on my YouTube channel