Relationships + Revenue w/ The Oper8tor

there we are we're live hello hello hello welcome I am Briar Harvey this is the neurodiversity media Network oh yeah you gotta add it to your stuff Stacy we've got like old old updates here so today is relationships and Revenue and I'm here with the operator and we're going to talk about the five five five I can never tell where I am on this camera five types of

relationship capital

that you can convert in to dollars so very excited it's gonna be a good time all right start us off give us give us give us you know tell us what you're gonna tell us then tell us then tell us what you told us OMG like is that still the process for those of you out there that you know you you follow systems and structure I'm going to ask you is that still the process that you're using is it effective because that has been around for a while and deemed to be effective so yes tell us what you're going to tell us then tell us and then go back over that and make sure that the people know what you told see I am the operator connecting a small business owners to the resources and relationships they need in order to hopefully propagate more Revenue which allows you to have more profit when done properly that allows you to relax just a little bit been hanging out with Briar Harvey and learning a lot more about myself from a personal sense and a professional sense of being a neurodivergent and this topic of relationship marketing adds into the factors that you can take the known people that you already have and use those people to help distribute your products or your information so that you earn more revenue and so that's what I'm going to tell you about today is five ways to use relationship marketing which is what we're going to call it today to actually expand either your distribution model or just the awareness of your brand so that then you have more people that possibly see it that you target that are your ideal client that convert that become cash flow all righty and so I love this because I am a brand ambassador I am an affiliate for a number of Brands and what it does yes yes yes and what it does is just allows someone to have an opportunity to make more money without having to pay somebody first and so we'd all love to do that you'd all love to hire somebody to actually sell your stuff and know that really what you did was you actually were able to bring them on at a retainer amount but you don't have to pay them until they actually convert so let's do like a five minute relationship checkup because we want to make sure that you understand because some people start saying relationships what kind of relationships are you talking about so the definition of relationships I'm going to give you two angles on that it's the way in which two or more Concepts objects or people are connected or the state of being connected and then it is also the interaction that happens between or behaviors that happen between two people or two entities so by this definition you have a lot of relationships out there you have relationships with romantic relationships you have business relationships you have partner relationships all of those in any of those relationships can be used for this purpose so that's a good thing too first I like to define a slight definition between for me a lot of people talk about having customers and if you have a product where people are revolving they're coming in it's transactional they're purchasing one-offs then that's a customer but when you are looking to build a relationship with the person that's actually purchasing then that's when I call them a client and so you're going to hear me refer to throughout this process and I may say customer and that's based on the fact that it's transactional and if I'm using client then that's based on the fact that we want to build a relationship with this person to generate more Revenue overall and I've got an aha that's a point and so taking cues Briar go ahead and jump in I've always thought of customers as product based and clients as service based and

that's mostly true but I feel like there is some overlap and like the example that's coming to mind here is like apple because those are products but certainly Apple customers have a relationship with their hardware and that company no so I think this is a good distinction it's really about building the relationship long term to create lifetime value absolutely absolutely On Target right there um because just as you said the difference is with the customer in it being transactional you're looking at moving a number of items even on the service side uh digital products or a number of Quick visits right you're just doing these quick consults or Discovery calls or intake where you actually may be charging but when you're looking at the relationship component of it the lifetime value of having them them purchasing and coming back to you over and over again without you necessarily having to drive them back your retention factors all of those are included in this element that we're going to consider to be a client and generally it's considered under a more professional industry right we say that doctors and lawyers have clients and even coaches and Consultants will have clients per se but yes the distinction is the lifetime value it is completing the journey for your actual consumer and even you know when we look at Apple that's a great example because in some cases it's very transactional and over a period of time after having four iPhones and you establish and get an iPad and have an iMac or a Mac Air right I was just thinking I wonder what the L TV is of the average Apple customer and like I don't even like apple I say with my iPhone in the pretty purple color because I bought it because it was pretty and purple and I remember

I I've spent thousands of dollars in my lifetime with apple and I wouldn't call myself really truly like an apple devotee so I wonder what the LTV is for an Apple customer it's got to be high yeah it has to be because we already know that each one of the devices it's already starting out High um and then you add on all of the additional items to go with it so your additional oh Jesus I don't even want to talk about software or programming [ __ ] no let's let's not go there right but then iPods and cases and you know it's like all of all of the things um so I'd like to and I'm sure we can figure that out by the end of this um let's see

and I'm just jotting notes down because I don't want to write so that we can figure that out and bring that back and even if we're able to get that back into the notes the time we finish this and we can have that out um Okay so that's one distinction that I made and it's going to make a difference in the the value the lifetime value of that consumer um is your mindset and perspective and then also whether you use these ways to actually tie them into the business so the first one that I'm going to talk about is going to be let me see here I'm going to stay on task because I can ramble on so I told I promised Briar I was going to be real efficient yeah I did brought us notes bless you Stacy come on now yes and if they like it then we can actually do a real Workshop a kind of working workshop and talk about from specificity of their business what does this look like for them but relationship marketing is a marketing strategy that emphasizes client retention satisfaction and client lifetime value it's designed to Foster customer loyalty so notice how we're taking the customer and we're working with them to actually make them a client uh interaction and in long-term customer engagement long term long term y'all why because it's actually cheaper to keep her right that that's the same thing that goes with other relationships like marriage it's the same thing on this side we know that there's a value assigned to acquiring a customer and then of course becoming client but acquiring them so it costs more to acquire them than it's going to cost you to keep them and we know that engaged customers now this is how they become clients but engaged customers are five times as likely to repurchase and they are also five times more likely to forgive negative experiences those typos on the website the emails that come out and they have a promotion on them but that they didn't include the code the live that we said that we're gonna have and we actually didn't have it or there was something technical going on five times likely to forgive negative experiences which means they're not going to complain on the thread they're not going to give you a a one when it comes to your Google analytics and reports back seven times as likely to try one of your new products and four times as likely to refer it to somebody else so that's huge that's huge just in itself and so we're going to talk about five different groupings which are basic reactive accountable proactive and in Partnership and all of these are I've used them at some point and before I started really breaking down and studying it to put it into proper words I was like I've been doing these things all along and it makes me feel really good so Basic Marketing is it can be compared to traditional marketing as we know it it's marketing that simply aims to entice the customer to buy and it's direct selling it doesn't include any of the follow-up with customers like we know of for the products and services that they have and there's no communication or even requests usually for customer feedback and so we know that that's going to be really dry and already if you start to think about how we open this up in the things that we're talking about including that that is going to not yield us as much money as we want um so that's going to be your basic model and you say to yourself is that what I want to do of course not not after you continue to hear what we're going to tell you the next is reactive marketing in reactive marketing there are some responses so at this level you encourage your consumers to and remember I'm still using consumer to supply feedback you want to hear about their complaints and you want to hear their compliments you want to get any suggestions that they have and any random ideas that they have why because this is how you help to do your market research and you do it with people that have already purchased from you because you should value their opinions a little bit more than Joe Blow or Susie Smith off of the street there's some effort in you know starting to build a relationship with this consumer and you actually respond to it's not about collecting the feed back it's not about saying can you go leave me a review uh on my Google profile if you're not going to respond to it this is where the difference is made so although it's on the back end you're still wanting this information so that you can help tweak your next programs that you can make sure that you're offering your next live or your next Summit virtual Summit on the right platform because you're getting the information from them um it's not there's no Outreach marketing technique to this but it's focused on those people that have actually purchased and getting their feedback now when you move to the next level of this this is where we start saying this is where you separate yourself out and many times you hear about a unique selling proposition a unique value proposition and we know that some of the best Brands theirs comes in their accountability or accountable marketing and so in a business when you are starting to look at accountability this is where customers start purchasing again and you start giving a little bit of recognition you start feeling good about seeing those names come back Brands start to realize that you are reliable because they're seeing you come through they realize that you're honest because if somebody has posted a complaint on your Google uh site that you've actually responded to and address the matter if there has been something negative on a thread on social media marketing uh then you have again addressed it and it seems like if there is an issue if I want to create a problem they're already they're going to respond they understand that you encourage two-way communication and that's the accountability factor and so with all your marketing you opt to deliver what you promise to do you want to create trust and you're providing good reasons for the customer slash clients to choose you instead of a competitor and so that's where that starts to happen because the trust is built the loyalty is built and they can see that before they actually purchase and then as a purchaser they feel comfortable in that your referrals start to happen they start to become raving fans and then that's when you can start to do things like have them become Affiliates or having loyalty programs or things of that nature so let's move into what looks even better once you understand and you're comfortable with being accountable because there has to be a level of comfortableness there has to be some type of support on your side because you can't do it all by yourself at this point you have some team members at this point you have a designated email or telephone number for them to be able to communicate with you at this next level this is where we're going to say that 80 percent of the brands never get to this level alone which is being proactive proactive marketing takes things to the next level it becomes personal business is keeping regular communication with their clients rather than just a one-off basis and they use the information they've learned to keep improving their products and services and proactive marketing uses the data that they're finding even from the competitors in order to tweak their products and services and they start to create new products so that they can actually keep those clients as clients whether it is a new campaign whether it is another product in the same line so if you're service driven then what's that next thing that your client would want and asking them getting their input and having them be part of it you are concerned about the successes and failures of these clients even a little bit outside of what you offer so you're asking about the other kinds of things that are there pain points the other things to keep them up at night to start building relationships with those people that offer those services along with you you're concerned about continuing to engage in the future with them and so that is where most people never get they don't care they don't want us in they send out the nurturing sequence of emails initially which is cool but the other emails that they receive may be a newsletter if we're good if we got to the accountable part they got to a newsletter but other than that it's when the next big thing comes out there aren't surveys the feedback is not responded to they're not putting things out on or addressing anything major that a client may have found to be an issue instead of being proactive and saying hey we realize that one of our clients brought this to our attention blah blah blah blah blah and so now the action that we're going to take see you're you're cutting it off at the chase there and making it public so that people know how you respond but let's go to my big favorite my big win and part of why Breyer and I kind of stay together now it's partnership marketing partnership marketing helps encourage and maintain your client satisfaction levels through a mutually benef official agreement with another business or even another client in some cases and this is the strongest form of relationship marketing between the business and their clients because why would you go out of your way to connect with another brand that is not necessarily in alignment well they'll be in alignment with but not something that you would offer to put that in front of your client for them to purchase that and possibly not purchase from you that happens a lot on with virtual Summits it happens with the workshops when you have more than one speaker it happens you know all of the time when you are on social media and you hear people saying well uh yeah what you're offering is good and I may need that but right now I need this and so when you've gotten to this level we're at five percent five percent of the actual providers of services and products get to the partnership marketing level where they are so strong and they feel strongly about providing for their clients and what their clients need and understand and believe that the trust that their clients have in them will actually influence their decision to make other purchases but it also keeps them at the center when it comes to making buying and selling decisions so having these relationships with other companies then becomes huge because you then can stay the go-to person and create all kinds of Partnerships that actually keep your clients fulfilled and growing and happy and Partnerships come very specifically when you reach that point of not doing all of the things anymore because you have to have people to refer out to when you say no I'm sorry I'm not I don't do this anymore that's not my job here let me give you someone else who can do that for you and much better than I could have and what's key here too partnership relationships are not necessarily affiliate relationships right there are a lot of people that I send business to with no expectation of remuneration in any way it's just that I know that that is the right person for the job absolutely and that's it because it's it's your clients best interest that you are looking to make sure it's taken care of because when that happens the happier they stay then the more likely they are to come back and spend money with you so if they're having problems then you have to also think about if you're going to think from a sales perspective how are the other issues that they're having going to affect their ability to maintain being a client for you so if they have car trouble and it's now time I have to decide whether I'm going to repair this car or whether I'm going to purchase a new car and you have a referral for a magnificent uh you know mechanic that is going to take care of them and under your you know loyalty kind of discount or or even not but just to say they're going to take good care of them it could make all the difference in the world of them being able to make that quarterly payment or re-upping on your or three month coaching program or being able to purchase now they they got your opt-in they did your low end offer now it's time like in their Journey it's time for that next thing and they can't afford that 497 dollar next thing because that has to go to you know purchasing this new car so even though it has absolutely nothing to do with what you sell you're influencing your impact does have an impact on the overall perspective in making that connection um is always good and that takes for you knowing that takes you knowing that two-way street of accountability because you have to even know that your your client is going through that and this is a lot of what we'll put this on another one to as a coach um not as much consultant or strategist but as a coach you have an obligation to know what's going on with your client Beyond just the Portal information or your Zoom meetings that you're having because it all impacts and if you're not relating to that if you don't have that relationship with them they become frustrated you become frustrated they don't get their results that becomes negative conversations that are had that impacts your bottom line pocket and it's just some simple questions that show them that you care before they move to the next something and they'll be honest and it's for the nine to fivers out there there are managers at jobs and they're having trouble with retaining employees it's the same thing building those relationships gets that person when that child is throwing up at two and at three and at four that texts you at five o'clock AM and says hey my child's been up all my might throw one up I'm gonna be I have to stay home instead of knowing at nine o'clock when they don't show up that's simply the dis difference now you have room to get somebody else to come in to cover that shift so that the business still runs like it's supposed to so that you don't have to struggle so that you're not stretched at the job it impacts so many things so yes

and I think that there's value in really examining what the stages of marketing could be for your business even if you are not at the partnership level what does it look like for you as you grow two years four years ten years what are the metrics that you would like to hit out six months from now what would you like to be able to do in your marketing that you are unable to do now and how can you grow that absolutely and some of the ease of that comes in to something else that you and I both do and that's audits of your current systems because the more things that you have that you can automate on the back in the easier it is to start implementing the kinds of things that we were just talking about where you don't have to think about it with each client or each consumer each customer to help them become a client so if in the time span of your service agreement or x amount of time after they purchase you're asking them for their feedback then that's already putting you at that level of accountability as long as you're willing to respond to it so you're reactive at this point because you're asking them but once you respond to it that puts you at the proactive State and so your ability to retain those clients is 40 percent higher when you get to the reactive State 40 percent higher you know so that's that's good um and then when you start to say okay hmm I want to do that next thing like I know I need another higher pricing but I also know that my clients need that next bigger thing because their problems are bigger than they used to be so now the solutions will be bigger than uh they were before and what does that look like I'm going back to them and I'm getting feedback I'm asking them to ask other people in their Circle because of course those people are their network is comprised of other people like them so why go you know create a new survey out there just and and we need other outside inputs so I'm not saying don't build an audience don't have a Facebook group and all of that but I'm saying use these people first so if you concentrate on finding your ideal clients and nurturing those ideal clients you obtain them you maintain them and then you retain them and then that's where you start asking for the referrals from that that's another thing and that can be automated so what platform what system are you setting up to help you and it doesn't have to be a person now that really elevates the experience when there's a phone call when there's a call back over it you know an incident or dispute or a problem that they're having with a product or a service those that really elevates it but what kind of things can you put into place just with an automated system that gets you this information somebody decides sides that they want to leave your program before the time is up an exit interview is key because you want to know you want to one there's a possibility of retaining them because a lot of people they're leaving but they're doing that it's almost like a threat to you they've already paid you know but it's a threat it's like oh because I'm not getting what I want a product friend of mine said that they built a custom personalized uh unsubscribe sequence where they were reaching out sorry our newsletter wasn't working for you here's a coupon if you tell us why which resulted in literally thousands of dollars of sales sometimes orders of more than a hundred dollars just by asking the question what's not working for you in our marketing here thank you so if you're touching them all along the way let's say it's a three-month program if you're asking for the feedback along the way you should never be shocked you should never be shocked one and it's the same with and I'm Gonna Keep drawing a lot of parallels you'll hear me talk about in life because I think that's where I am in life is that it's the same in relationships if you're not checking along the way and somebody says okay well you know I'm moving out tomorrow like you should never be surprised in in on your behalf you shouldn't be doing the same thing because there should be I know some men who are surprised but uh that that might be a conversation for another day but it's not to say that the clues weren't there right that's correct the clues were there that's that's their fault that's their fault but that's the same thing on our behalf so when people say you know um like I had no idea that they were struggling or they weren't getting the results that they as a coach like that's super crazy because what systems have you put in there to check Milestones what have you determined that is you know going to help this process so that you're aware all along the way yes the unsubscribe sequence I see that Jasmine so many people are afraid to ask what's not working but if you ask you know where to adjust and that is absolutely the point so having these check marks along the way and then absolutely there are a number of people that their system asks you when you go to unsubscribe it makes you put your email address in again I'm annoyed by that but then it gives me a list of reasons right now technically we don't realize it's already unsubscribed you once you get to that screen but if I'm giving a list of reasons if you gave me an incentive to actually stay or even check out something else really what you've done is you've distracted me from unsubscribing because now I go to look at the next something so until I get annoyed again I'll ride it out but you're not giving me any incentive to stay you're just asking me questions and then don't come back after that because now I've unsubscribed and you're in violation if you now start to communicate with me but if you catch me like you said with that sequence now I'm gonna go look you know um you're giving me a list of reasons and now I can check one of those and now you can address that pain Point immediately maybe it was the price maybe it said I couldn't find what I was looking for maybe the emails come too frequently whatever it is now you can address it or attempt to maybe you can't maybe it can't be fixed and then to get that email of I'm so sorry you know the way our system is set up or at this time blah blah blah I feel okay you know when when I'm leaving or I may say Dad they really they went through all that trouble to talk to me about this to say something I I don't know I might just hang out because there may be something good down the line they'll be a keeper but yeah the unsubscribe process in the exit interviews for um even those people that are graduating out of your service again three month program they're at the end of it you've gone through and you've you know given them the information but you want that testimonial that testimonial can come in your exit interview requesting the permission to just record having this conversation you're getting their feedback when what they give to you actually gets implemented in the next version of in the 2.0 version or the next program then that they you know you can email them and say hey the feedback that you gave me I've implemented that and now this is available in digital version too or now it's blah blah blah and those people feel good and so even if they don't need it now they've already had it it's a newer version they're more likely to refer it to somebody because they've been through the experience they get gave feedback and there was actually change made like where does that happen where does that happen so it really empowers the people that you are already serving to serve you in ways that are so natural for us as humans

so Jim Collins the wrote good grades has a little man it's a pamphlet it's not that big about and I can't remember the full title I'll look it up and then I'll drop it in the chat it's about how to design a flywheel and this is exactly that concept so you start with your marketing and then your marketing informs whether or not people respond to it and then whether or not people respond to it informs product development and then product development goes around and comes back to people buying which then comes to testimonials and we're right back where we started with testimonials being marketing so it's this circle flywheel that gains momentum the more you develop it and I really want to emphasize here that rather than because I know y'all rather than feeling guilty about the fact that you have not yet implemented these things in your business I want you to look at how to develop those things going forward so how do you add these components into your flywheel to help you gain momentum rather than kicking yourself in the ass for not doing it already yeah yeah that's not what we want to do like period times for that definitely ended in 2022 like no more of that because all of the energy there's so many conversations Briar like we always uh so much energy goes into it and that same energy you can be putting into tweaking adding value to your existing doing more things to increase your own personal and professional development instead of harboring on the have-nots and the nose and telling the universe that you want the yeses and the things that you do want to see so the exit interviews the surveys the feedback the designated email address for support you know there are so many people I I didn't know I wouldn't have known you know to set up a designated I think about corporations when I think about oh they've got a support at or a tech at or a uh you know a customer service line email address and I can't afford to do that yeah at six dollars a month on Google with workspace yes you can or even as an alias email address to your Google email address so it's still coming to you nobody has to know that you're answering those questions or you don't have that department so it's just making sure that and then when they come in to address those type of things it's looking at what's working for other people it's having those conversations with people that you hear other people talking about being with them oh yeah I've been a client of theirs for five years like what is that person doing become part of their sequence of opt-in things so that you can see like watch the process a lot of times we don't watch the process we're too busy talking about the process and what people are doing and we're not taking in what we actually have seen works you know

you can catch that comment from Jasmine oh sorry yes yes and I think that as we solve our problems for ourselves we really get to see where the gaps in our sequences are and this is important because if you can't do for yourself what you do for other people you need to know why always and [Music] it's not just because it's for you there is friction there if you cannot do what you do for other people for yourself what is causing that friction point is it a lack of alignment in what you're actually doing for other people is it a lack of alignment in the work that you would prefer to be doing for other people right there are a lot of things that come up if you can't do what you do for other people for yourself there's a reason and I strongly encourage you to explore that

and I think we should have that as the the next kind of topic really um on our series here we're talking about relationships and revenue what about when your relationship with self is the reason why you're not generating Revenue and you know yeah

that's uh you just brought that up and that's a huge component of it and especially as females as neurodivergents as minority all of those factors and how many of those things compounded do you have to peel off the layers of to get to the core and to get to the money let's do it all right two weeks from now that's right so let's get back to building our marketing

and using it to sell so we've talked about how you're using your marketing components to inform the relationship that you're building with people which if you do it right if you turn that flywheel will automatically equal into sales so let's troubleshoot what's happening when that doesn't happen if I have done these things if I've done the exit surveys if I've talked to my people if I know what the problems are if I have addressed them and it still hasn't improved my sales how do I troubleshoot where the issues are

I'm going to say one is the actual Journey that you are taking the clients on is disconnected because there should be a constant cycle of people that are coming in from the new Inn and running through the gamut of what you have available to be what we see as the end at this time so you are not growing with the needs of your actual consumers for them to become clients and what does this look like this looks like when I start my business or after I do my actual market research and I determine that my clients need more information about how to sell widgets and I've sold widgets before successfully and so I decided to write an ebook about selling widgets but after they get the book about how to sell widgets they don't have a platform to sell widgets on they know now what the process is but they don't have a platform so you say I'm going to now give them a low-end workshop that talks about five different platforms that they can actually sell their widgets on and demo that uh and so then the next thing happens and you get a bright idea and you're like I know that my clients are on this selling widgets Journey but I'm now studying to become a Reiki master and I want to talk about chakras so let's start putting out I want to do an ebook about you know chakras and how good they are and everything there's a disconnect there's a disconnect and I know this truly from experience I'm less likely to have it though because I'm known for doing many things but this is a big disconnect because your audience is saying where'd that come from they are also now you have to see if this is something that your clients are even into the consumers or prospects or even interested in the ones that are in this circle that you've already created now this ecosystem that's going now um if they're all starch Christians they may not want to hear anything about chakras but you have to know that and before you start introducing that to your existing audience that needs to happen when you send out the email to those people that are in just had the workshop for the widgets and you're saying this is my new big thing now these people are already your clients and you're going okay well this is my base for this and they don't open the email much less click to see anything else about it and you're going I don't understand what happened you change direction on them and left them hanging now these people aren't opening your email and when you decide you decide that it's time to go back you know maybe I should go back to the widgets thing and maybe I need to do a class on actually how to write the copy and content for all of their stuff for selling widgets on any of these platforms it'll apply they're not going to be there because you've now sever there's all been too much time since you've held their attention you've shown that your interests can flip so even though you have an email list of 1200 people now even though there's still going to be a disconnect and you would have to start the obtain process all over again and that's what we don't want to do um you can build on top of which means that you start another and that's where in the systems tagging becomes different that's when you use a different platform to actually this nurtured this audience or or you go back to episode of side quests on Monday with Cheryl and decide not to monetize your hobbies at all I'm just saying it's it's it it it's just a suggestion absolutely absolutely but that's that's some of the disconnect that happens is that you change directions but your clients didn't change directions and so we're going there's they're not responding anymore yeah so if if you're following is so charismatic um driven that they're going to follow you to the ends of the Earth no matter what you're selling whether it's Widgets or whether it's cars or whether it's toothbrushes then you're in a good place then this kind of thing doesn't happen a lot because you alert them this is what we're doing now and somebody because your audience is so large somebody will rise to the top but you then still have to continue to nurture those people under the other things that you have which means that you need to have automation it means that you need to have support because you definitely can't do it all by yourself but that's that's one of the things that happens I also want y'all to consider the difference between your guppy gup dolphins and these are they're the same people but they're at different stages on the customer Journey and the Guppies are learning about the widgets and then we have you know the Dolphins who need to know how to sell the widgets and then we have the sharks who need to know how to make a million dollars selling their widgets on their platform right so one of the things that you have to look at here to is it a product Market lack of fit or is it that you were selling the wrong thing to the wrong people and that you have the right product but you're not selling it to the people at the right stage so so good so good and Lakeisha sarborough is doing a three-day Series right now um challenge lead magnet Challenge and that's one of the biggest thing and she's done far more research on this than I have but you know that disconnect is huge and so when you know that you have those two audiences which I do I have the consultants and the experts and the coaches that are looking for clients and I have potential clients that are looking for coaches and consultants and experts and I cannot talk to them the same I can't use the same lead magnet I don't have the same products for them I don't use the same language at all they don't have the same pain points and so I have to be very distinct even as me the same person in who I'm talking to and so that messaging is huge and that's what I'm working on now by working with AI by working with other consultants and experts to really hone in on Who wants what you know and and when do you serve it and how long do you serve it in one lane before changing or can you serve both groups of people yes or two masters at the same time multiple multiple times then you need to have Pathways for them to go and you can do it even on the same website this is in fact something that we're working on our redesign this year is that I have a far more constrained b2c pathway and then the B2B because I'm it's Consulting but it can all live in the same place I just have to have buttons or like really sequences this is the button you push if you are in corporate this is the button you push if you want to hear me speak this is the button you push if you need my low-cost stuff for executive dysfunction right you have to be able to structure things because it's same audience but very different stages of growth and development so be mindful of the fact that it may not be that your product is deficient it's that you're not selling it to the right people and then also knowing

we know that Trends change and things cycle through even clothes and shoes right and different styles come back through again but you are not going to bulk purchase platform shoes

the big red boots man and this is a reference of the moment y'all of the moment so ugly so 300 big red boots I can't but but point in case exactly right right now that's the trend right that right now it's the trend if you can get your hands on them yes sell them but you can't bring that that's where people are mindset and willing to put their money right now when you do this next year you can't Target the same audience right the trendsetters it's it's past so when you try to bring this to your trendsetter group and say hey now I've got 500 of these they're like okay fine glad you have those but we were those last year right but your vintage group your collector is great those are the people that are going to be ah yeah people don't see the value in this right now but I'm willing to so timing is everything so even within your own brand of let's say you have your ladder includes five products or services and so right now may not be the time that everybody wants that that free information you know we're trying to force the free information and people are flooded with the free information no they're wanting to purchase things because they feel like that's where the value is going to be you have to stop putting ad spend money behind the free thing and you need to know that it's your low end product that's your point of entry right now so knowing the difference between that and then you put the money behind that and you're like what the heck like this is going better and people are actually paying then no but you've got to know and that is knowing too where your people are in the journey or the audience you serve right now what do they want and is it if they're always willing to buy an e-book or a digital product then it's figuring out what content goes on that right now that your audience wants to know about and you can still sell the same thing over and over again it's just what's the new title what's the new content of it and being able to put that out there but that's important y'all I'll never get tired of saying this your business your life it's a whole ass experiment if you're not playing with the values and the metrics what are you even doing and that's the truth that's the truth and so that's actually you know part of what you have instilled in me Briar there were things that I did before and I did them because everybody else was doing them or because other people told me that's the way that I was supposed to be doing it and you really gave me some permission and I at first I even doubted it it's not you know your parents say oh yeah you can go out tonight and you're like Hold Up Normally I can't go out during the week so like is this a setup so when you were like you have permission to do it the way you want to do it you have permission to try it this way you have permission to just not do it if it doesn't feel good and and I was like and yeah Jasmine's been saying some of that stuff too and now you've got a specialty in this area and when I started changing the way and letting go of some of the other traditions and standards and saying you know what I used to create the rules and then I started following then I started following other people's rules and I don't do that that's why I didn't go into the military I could have done that way back then and actually be retired now but no I'm gonna do it what feels good to me right now and it's it's feeling good it's feeling good and I think that's where we'll leave it is find the ways in your Marketing in your relationship development that feel nourishing to you it's not going to be the same for everyone obviously my dream is to get out here and to record podcasts every single day and the number of people that I tell that to are like thank you no thank you I'm like I know and I'm over here having the best time ever so you really do have to figure out what your experiments are and then you have to now this key scientific method you have to actually run the experiment for a while you can't just you know say oh well that [ __ ] didn't work and throw it away you need the a b testing that people do overnight when the algorithm hasn't even determined yet right about one split testing for one day let me let me know

I mean do [ __ ] for a while please and then the third time the fifth time the tenth time if it's still not working then we can say okay that's probably not your thing but until then please do enjoy getting to play with the way that you're marketing and you're selling because if you don't enjoy it I'm gonna know I'm always gonna know oh yeah I'm always going to be able to tell that you're not having fun doing it the way that you're doing it and then I won't buy from you so learn to find the things that you love and lean into those and that's it I don't have anything else to put on top that's what you've been teaching me for two years now and it's working so I'm ready to sign out so two weeks from now we're gonna beat you over the head more with uh how to square this [ __ ] internally and I think there's real value there so we will see you all next time please be here with us two weeks from now this is relationships and revenue I am Briar Harvey she has been the operator this is the neurodiversity media Network and we'll see you again bye