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What is the ONE THING that will really amplify your business?
In today’s episode of the Heart-Centred business podcast, we’re going to talk about what that is, so let’s jump straight in!
No matter how many different questions people ask me about their business, there’s one desire that underpins all of them: how to just speed things up.
We want to amplify our business, we want to get it rocking and rolling as quickly and as easily and efficiently as possible.
And we want to get to our destination quickly to amplify not only our results in our business, but also the reach that we have, and the conversion.
So when I think about “amplifying,” I think about wanting to:
– reach more people
– convert more of those people into paying clients
– achieve bigger results like making more money or funding more projects
1. Simplify Services and Products.
My number one strategy when it comes to amplifying your results is actually to simplify – Simplify in order to amplify.
And what that looks and feels like is, number one, having fewer products.
Now I share this very openly that at the start of 2017, I had over 30 different products – 30 different paid ways that people were able to work with me, get support from me, learn business from me – and that was just overwhelming.
By keeping my time divided between selling all of these things and also delivering them, I was actually slowing down my business growth and I could see it really clearly at the Heart-Centred Business Conference in September 2017.
At that conference, and in the weeks after, I had this overwhelming reality check that I was spreading myself thin – consistently looking for new ways that I could work with people, and new things that I could sell to my potential clients.
So in order for me to be able to amplify my results and get my business growing faster, and amplify my reach and my conversions, I needed to simplify my product mix.
And I have done that over a period of time.
I’ve shut down several courses, I’ve stopped selling books, I’ve stopped selling short term things like short term masterminds and short term planning things, and single paid workshops.
I decided to pare it down to my key service offerings.
Now I allow myself to play with short term temporary new things from time to time, when those things are working. Even now, I can see that in the times where I’m experimenting with new things, I’m slowing down the growth of the existing things. Ultimately, if I had thousands and thousands of women joining Takeoff and the Heart-Centred Business Academy every single year, I would not even be tempted to create new things.
Yes, the entrepreneurial brain is always working, and I always say that there are new ways that I can be supporting people, but my biggest goal is to get my business serving as many women as possible, and really nailing that multi million dollar a year income goal.
And in order to DO THAT, my best pathway is actually to stay focused on a few things, rather than spreading myself amongst many.
So maybe in listening to this, you also feel like it’s time for you to simplify your product mix.
It can be tough closing some things down. While the overwhelming majority of people were fine with it and totally understood, I’ve had people get angry at me.
I had people who thought I was completely crazy for not continuing to run things, particularly when I closed “100 Days of Colour,” which was my income tracking and money mindset program.
I had people telling me, they would pay three times and four times as much for that program if it meant that I would keep it open. And whilst I really loved their enthusiasm, I knew I needed to take a break at least for a year to see what life was like without offering this additional program. And I still haven’t made a decision about whether it will come back or not.
So many people said to me, “ Just keep it open – just have the people who are already in here rebuy it so you don’t have to do any marketing for it – it’s totally easy for you to do it Tash.”
And I said to them, and I can say it now hand on heart, I know from what’s actually happened – that even that time holding space and connecting and delivering for people in that space, if I invested that time more wisely into my core service offerings, my business would be more successful — and that has totally come true.
In the time that I haven’t been running it, I’ve been able to really focus down way more strategically.
I’ve dedicated more time to delivering and setting up the automated sales processes for launching my core offerings and that has been much better for my business.
So fewer products might be one area where you need to simplify.
2. Simplify People and Teams.
Another area of simplification is fewer people – and as a connector and someone who really loves having a team and all the social elements that come with that – this is a big one for me.
Upon reflection on my business, I saw that I was surrounding myself with people by hiring them into my team and for me as a ‘connector type’ personality, I felt like “the more the merrier” on my team.
But in fact, what I was doing was over-complicating my business.
And it wasn’t just a matter of having fewer people in my team, it was also having fewer people report to me.
So really making sure that I am making the best use of my time and not falling into the trap of spending more time managing others than I am actually showing up and being the talent in my own business.
For some people simplifying your business in order to amplify it may mean that you need fewer people or fewer people reporting to you, but you shift the way that those services are delivered.
I know for myself, there were several tasks that were being done by people in my team that could have been done much more efficiently by automations. And by systems, things like VIP onboarding, sending welcome emails, even things like invoicing.
And I realized that I wanted to surround myself with this bigger team because I was feeling lonely and I had other relationship needs that weren’t being met socially.
But what that was doing was starting to slow things down and create too many handover points for different things in my business.
So in order to amplify I needed to simplify the structure of my team as well as reduce the number of different people who were involved in my business.
3. Simply Processes and Steps.
Another way that you may need to simplify in your business is to make things have fewer steps.
That could mean different things. It could be:
- Fewer steps for your customers to come and purchase from you
- Fewer steps for you delivering something or getting something done
How often do you stop and look at all of the processes happening in your business?
How often do you take the time to truly question whether you need to include a step?
I’ll give you a really juicy example. Every time I was setting up a webinar in my business, I created an event for that webinar. It would go up on my Facebook page, and we would share it into the Heart-Centred community, then there would be extra posts scheduled into the event to remind people to sign up for the webinar.
And then there would be extra posts scheduled to share the event over and over again. And then my ads person would put some money into making sure that event was seen by all the people engaged with my page in the last 90 days.
And part of creating an event for a webinar was that I needed to create an additional five pieces of copy just for us to have that event. There was the copy in the event itself, then all of the information in the description, and there was also copy for sharing the event into different spaces, as well as a post to go inside the event.
And the overall effect of all of that work was an extra 15 to 20 people registered for each webinar.
When I looked at that part of the process, whether we really needed it, I considered if I were to put that time and money into just ramping up the Facebook ads instead, what would be the return on investment there? It was a no brainer to take that out of our process.
Now when I create webinars, I don’t create an event for it on my Facebook page. Sure, there might be 15 to 20 people who missed out on that. But can I hit those 15 to 20 people other ways and make sure that they see that there’s a webinar coming up? Absolutely.
So have a look at all of the steps that are involved in your processes.
Review one process at a time, once a week.
Look at onboarding clients, VIPs versus onboarding people into courses, your email sequences, the way that you set up your newsletters, how you do your content each week, whatever it might be – I want you to review it through the lens of:
- Are all these steps actually necessary?
- What is the return on investment from each of those steps?
- Can we lose a few of them?
Now we’re doing this in my business at the moment and there are lots of steps that we are cutting out.
And there is a lot of anxiety for me – like, oh, but what if I miss out on this – the FOMO is real!
But ultimately, I have data in front of me, as well as my gut feel on what’s really powerful and what’s actually working.
And I’d much rather simplify these things as much as possible.
4. Simplify Freebie Offerings.
One last thing that you might want to do less of in your business, and this might be quite controversial, is consider offering fewer freebies.
I understand that it’s so amazing for us to be able to create free resources and be of value to our audiences regardless of whether they purchase us from us or not.
I know the overarching theme out there is to create this trust cycle with people and to be able to get people a taste of working with us. But I got sucked into thinking that every single podcast needs its own unique content upgrade…
By the time the end of 2018 came around, there were so many freebies on my website, with so many broken links, that the customer service implications of every single freebie was phenomenal.
When we did the big website makeover in 2019, one of my big decisions was we’re going to eliminate all of those freebies, and start again.
And again, there are a few people who have been upset about it, and they’re a bit worried they’re going to miss out on freebies, and have they got them all before I delete them all and all of those sorts of things.
But ultimately, it has been so good not only for me, but also for people who follow me in my audience.
Part one of my simplification process in 2017 was a realization that I was producing a podcast episode every week, a video blog every week of a different topic, an interview every two weeks, and three to four Facebook Lives on my Facebook page every single week.
And what I was doing for my audience was making them run around the internet following me to all these different places to make sure they got all the free value that I had to offer.
Instead, what I do now is I record one video podcast episode, it gets shared the same episode as on audio so you can watch it in video or you can listen on audio. It is transcribed into written form for those people who want to just read through it quickly.
And I do one Facebook Live a week that is related to the podcast episode for the week. So what I’ve done is I’ve taught my audience actually you can chill out, you’ll get everything you need delivered to your inbox in my newsletter every week.
The overwhelming feeling of relief for me not having to produce all of that content was huge, but was equally matched by the overwhelming relief that I got expressed back to me by my audience, that they had so much less content they needed to consume from me each week.
This was such a big eye opener for me.
So it’s not just fewer freebies in terms of less opt ins and lead magnets, but it’s also fewer different free pieces of content.
Instead think about how you can be more strategic and aligned and structured rather than just spewing free stuff out onto the internet all of the time.
This also holds true with Webinars – I recognized I was starting to creep back into that belief that I needed to create a fresh webinar every time I ran one, and the VIP clients I was working with and all of my amazing TakeOff students heard me saying to them, “just run the same webinar again. If it works, nail it then scale it, run it again at scale,” and I wasn’t taking my own advice!
I was switching out webinars in my launches, I was looking for new webinar topics to be running all of the time.
I needed to simplify by just re-using and redoing the things that I knew that worked really effectively.
So for the last few months, you may have noticed I’ve been rolling out the same webinars on repeat in different ways. Now each time I do it this way. Maybe there’s a different focus point, or different ways that I express it, and I change up my slides slightly, because I’m improving it each time that I do it. I’m scaling my audience larger and larger every time I do it. Now I have a set of webinars that I just cycle through, and improve, and scale, over and over again.
So the need for me to come up with new webinars is totally gone and creates so much space in my business.
The one thing I would say out of all of this is: You know that when you focus on one thing, you are much more likely to get that thing sorted and finished and nailed and scaled.
We know this, we’ve seen examples. I’m sure you can see examples in your past of where this has been the case.
So I want to invite you to do a very powerful review of your business.
Where can you have fewer products, fewer people, fewer steps or fewer freebies?
- Think about it from your client’s perspective.
- Think about it from a business coach’s perspective.
- Think about it from your team’s perspective.
- Think about it from your own perspective.
Would it make it easier and simpler for your customers, for your team, for your business coach to be able to support you if you were to simplify?
That creates an opportunity for your business to be amplified.
Thank you so much for joining me for this episode of the hearts in business podcast. I’d love to hear your podcast “aha” from this one. It’s a pretty juicy one, right?
So come on over to the Heart-Centred Facebook group, use the hashtag “podcast Aha,” let me know you’ve been listening to episode number 193 and pop any questions or comments you have about this episode there and we will continue the conversation.
Until next time gorgeous entrepreneur, I cannot wait to see you shine.
Thank you so much for joining me here and I’ll see you next time!
Hi, I’m Tash. And I am so excited that you’re here. As you may have noticed I’m a total business and marketing strategy geek and I absolutely love helping women to create online businesses and courses that are perfectly aligned with THEIR zone of genius, AND that have a super-specific and strong value proposition for their ideal clients. Connect with on social media (links below) and come join the #ladyposse on Facebook.