Tips in Overcoming Fear in Business | Oh No NOT another Goal Setting book featuring Steve Westwood
hello everyone and welcome back to radio tony everyday business i'm your host tony lotus and i have another amazing guest to speak to today but before i tell you about the gorgeous steve i'm going to tell you a little bit about him so steve westwood is a successful copywriter and a coach and he has been that for a number of years and he has a book called oh no not another goal setting book which i might add is a fantastic name for a book steve i thought that we'd start by doing a reading of an excerpt of the book and then we're going to talk about all the wonderful things that steve does in his business so he's the expert from the book i can remember when i went to las vegas for the first time a couple of years ago i had pre-booked myself to jump from the stratosphere hotel some 252 meters oh my god i had looked forward to it for months and as the day got closer my mind was experiencing fear i was so high up that i couldn't distinguish individual people this was when fear really crept in i distinctly remember saying in an unnervingly calm voice oh i don't think i can do this and stepped back now here i had two options head back go down the elevator to relative safety or continue on my path and jump that's when the guy who secured my harness to the rig said something that i'd take with me whenever i take on something that drives thoughts of i can't do this just one step oh no not another goal setting book came about as i was researching for delivering a workshop i realized that there was so much information out there and not enough guidance to achieve your goals and dreams this book gives you the tools and knowledge you need to set yourself up for success unlike many other goal setting books this one is all about you your mindset and the ways to change your thinking to make sure you succeed learn how to deal with your negative emotions self-doubt worry fear and break through the barriers that we have in place about ourselves when setting goals good evening steve it's good morning for you welcome to the show i'm so delighted to have you here i know that it's quite early in the morning for you it really is a jump oh that jump was phenomenal honestly it was one of the best experiences i ever had i'm so happy that i went through with it and he was right it literally is just a step like as if you're walking down the stairs it's not like you've got to jump off the building it's but it was a phenomenal experience i have actually been skydiving twice so i when i read that paragraph i'm like oh my god i know how steve felt in that moment because that you you're in the plane you go up and that moment just before you're about to free fall is the most terrifying moment of your life and then bang you're free falling and it's amazing and you get to the bottom and it's like you it just is exuberant as the way that i've described it it's just like oh my god can i do that again yet i know that when i get to the top again it's going to be like what am i doing what the hell am i doing exactly that is it you just hit the nail on the head it's the fear the fear comes from the unknown it's what we place on ourselves because we don't know what it's going to be like even the second time around it's still there because we don't know what it's going to be like um second time yeah so i've done skydives before but none of it when i've done the skydives i've always been to somebody who knows what they're doing so exactly exactly this was just me um yeah and when the guy just grabbed me because he was like look me in the eyes some made eye contact and he goes it's not a leap of faith it's just one step like walking down the stairs just take that one step and i literally walked to the edge didn't look down and just took that step and it was great it was um i'll send you the video it's um taken from the ground so you just give us back i can when you're saying about just stepping and just take that one step my stomach is actually feeling that feeling you know that dropping feeling it's like quite incredible that the brain can associate it with that isn't it the way the mind works is just extraordinary it really is yeah fear that we have in our brain is our protective mechanism the problem is that sometimes that protection is just a thought and that's what fear is isn't it steve it's just a thought exactly so the way that i think of fear is it's something that we evolved into many many thousands of years ago in order to keep us alive we now no longer need it so it's not things to keep us alive that we fear it's things that take us away from our comfort and you're right it is just a thought because our emotions are it are evoked by our thoughts and once you understand that it is actually a thought that's making you feel a certain way you can do so much more than just give into it yeah yeah yeah i um i was reading through your bio and i'm like i'm so excited to talk about this stuff and i want to get on to all the other wonderful things that you do but that concept of fear because i think that outside of skydiving and doing a few risky things business for me has been scary and fearful and i've had to do lots of work around being scared of showing up and trying to do something outside of what i normally do steve i wanted to talk to you about um your coaching and are they some of the concepts that blow through your coaching helping people in business around their fears that is it exactly so obviously we had um we've had a strange 18 months we'll put it that way and a lot of people have been experiencing fear and starting their own business through that fear and then because there's a lot of help quoting quotes online about how to start a business it's confused a lot of people so they don't want to take that next step they're not ready to push and yeah as you read out in that um excerpt the thing that motivated my book was i actually delivered a workshop on goal setting and i'll be honest my initial thought was well everybody knows how to set goals surely you know it's natural but yes it is natural to me but that doesn't mean it's natural to everybody for a start so that was you know making assumptions on my part and uh when i was when i was delivering the workshop i realized quite quickly that people don't know how to set goals because they don't know what it is that they want and they don't know what it is that they want because they're experiencing fears and all of the restrictions that we place on ourselves um and so as part of coaching for business you have to dive into that and you have to be able to have a trusting relationship with the well i have to have interesting relationship with the person that i'm coaching because they have to be able to be in a safe space in order to think about the way that they are thinking and think about the way that they are limiting themselves because of these thoughts yes yes and it is about limiting yourself because if we look at humans as um capable of anything really if we put our minds to it those thoughts are things that stop us from reaching the goals all the things that we want aren't they exactly and if you look at all of the great people the fantastic people the confident people the people who are yeah famous they're only famous because they've learned how to deal with that fear and actually take those steps to achieving their goals and just because you're not in that space yet doesn't mean that you're not capable of achieving the greatness that you want to achieve in life you've just got to learn how to deal with those emotions yeah and it's not different for anyone is it if you're a human being then you're going to have limiting thoughts fears self-doubt all the time it's kind of it's very normal to feel that way but when they stop you from living life with purpose and passion that's when you need to do something about it isn't it is that why people come to you steve a lot of people are coming to me because they are seeking something new and because they're seeking something new they don't know there's a misunderstanding with how to go about it so they seek me out to help them guide them through that misunderstanding that's how i would word it um but you're right there are people who feel trapped in their own lives and they're feeling trapped in their own life because fear is stopping them from taking any steps towards achieving goals there are people out there who are afraid to dream for that very same reason the fear has their ability to do and yeah i don't know about you but i found that quite sad oh definitely i'm i'm a massive dreamer i have a huge imagination um and i i wouldn't know what life would be like without that ability to dream but i've had a conversation with my husband and said you know what you dream about what what do you want in life and he's like i don't dream there's nothing i want to have at all and i'm like oh wow yeah and i'm sure that you've encountered people like that as well steve i do i said without knocking anybody there are certain types of people out there who want to dream they want to be able to think of a better future for themselves and then they talk a good talk but then they don't actually take action and that's what goal setting is goal setting isn't just talking about it it's taking action and it's that inaction that is making them believe that just like your husband for example where he's got everything he needs and everything he ever wants it's that in action that what are you doing yes yeah i agree steve love you to pits love you honey dave i'm wondering like in the uk you guys have had a torrid time with the whole covered scenario you know it's wrecked havoc across the world i'm wondering has covered and being locked down caused people to start thinking about their life and has that made them start to seek out experienced coaches like yourself to help them try and navigate their way through what they may or may want in life and business okay so if we look at from a statistical point of view first of all yeah um i can't remember the exact numbers but whenever there is a global issue being a pandemic being an economic crisis there is a certain level of fear people are afraid that they are not going to be able to continue living the life the way that they do they're afraid that they're going to lose their jobs lose their houses lose their you know their basic survival needs are not going to be matched yeah um so what this does is it kind of jump starts the um entrepreneurship and business owner yeah economy conversation and what i have seen a lot of um in my spaces is that people are looking for coaches people are looking to turn to more experienced people absolutely and it just makes sense that you would look for somebody who has got the experience who can provide you the results to help guide you through it because you're gonna there's two ways to learn you can either learn through making mistakes which is costly as in it takes time to develop or you can learn through somebody else's experience so yeah i am seeing a massive massive shift especially online of yeah not only people offering courses in coaching a lot of the times combined as well it's it's not like one or the other anymore it's both but then i'm also seeing a huge huge increase in the number of people who are trying to access those services and it's all started i've always had coaches i've always had coaches so i am a huge fan of what you do i think that you um in this life to live your best life and i know that other people have insight and awareness into a whole range of things that i may or may not be aware of or i may be aware of and i just can't figure out a way around it so i know the value of coaches and coaching in my own life and in my business so so both spectrums the other thing i i wanted to add too is when you embark on a business journey or entrepreneurship journey there's the component about the person that you have to become to be successful in that business or you you can't start a business and be the same person and be successful you have to grow part of being in business causes you to grow there's so many things in a business um sense that you need to take on that ah either cause you angst fear uh sometimes anger all sorts of things and you want to know how to deal with that like if you've never had to deal with a cranky customer before because you've never been in that situation then a coach is the best one to help you work out how to do that if you're absolutely petrified of say doing live interviews or talking to people that you don't know a coach is the best one to help you steve aren't you like that must be the cornerstone of what you do as some of those basic business fears that a lot of us have it is it's so my background is in marketing it's actually in copywriting like you said so it's the marketing and advertising writing words for businesses i actually refer to myself now as a professional business writer because there's a lot of confusion over what copywriting actually is um and you're right i actually have coaches myself and i have a leadership coach to help me become more assertive and to help me become more um understand myself better i don't know if you've ever heard of the gallups um oh what is it called the stretch finder oh i have it i think tell me more okay so the uh gallup strengthsfinder is something that i've recently done and it gives you your 34 yeah basically yeah and i didn't realize what all of my strengths were and i'm only focusing on the top five so my first two are known as an achiever so that's somebody who likes to achieve things it's somebody who likes to help other people achieve things and then the second one is a maximizer uh so that is basically somebody who will take something and make it big like i won't the fourth one is futuristic so that's the dreamer and me looking to the future finding comfort in the future and finding comfort in setting myself goals um and i am always in my own head thinking of daydreaming about the future dreaming about what i'm going to do um and then my fifth strength is positivity so that's where i have a positive influence on other people um and what i find quite interesting about my personality today four different categories with this one you've got influencing speaker how you make other people feel hard then you've got relationship building so that's obviously when you're making some strong connections with people and then you've got strategic thinking so that's obviously how you absorb and analyze information that informs better decisions i'm even across the board for my top five i have all four of those pretty cool yeah which i apparently is more rather than i thought because um yeah and what else makes it more right predict that only one in 33 million people have the exact same attributes inside of each of those categories wow cool so you're actually a very good coach because of that balance correct it's true that what basically what it tells me um yeah it also explains quite a lot about the way i work because i don't just you people obviously work in different ways now depending on which area of my business we're focusing on i will work differently but ultimately i will basically information gather first then i will for lack of a better term drafted up then i will look back at the draft then i will compare the drafts to some of the things that are out there and then i'll complete the draft and then that's the final version i send off that's the basics of it and i do that with coaching and copyright um yeah but yeah i just found it absolutely fascinating that i now understand why i do things the way i do and why i get energized i was gonna say steve part of that whole journey is about self-awareness and understanding not just your strengths but but also your weaknesses because what that means in business is that eventually you'll be able to outsource those weaknesses or things that you don't like doing and you can focus on doing the things that you are good at because that's why you're brought into the world you're brought into the world to share those strengths with the rest of the world that's why you're here essentially and those strengths can be in all manner of things like anything really um see you started out as a copywriter and um you are known as a business copywriter i'm just curious what are the differences between copywriting in terms of everyday copywriting and business copywriting is it because with business copywriting you have to be able to articulate short sharp conveyance of a product or a service is that my correct understanding i want to say yes and no basically whether it's uh business to customer business to community or business to business it's copywriting is essentially the same thing not you know everybody doesn't have that type of time where they want to um have to consume a lot of information before they even understand what you do not everybody has the time to try and figure out what it is that you do you need to express it directly uh whether that be on your website whether it be in brochures but the reason why i focus more on the b2b space is because i personally find it more interesting um in the b2c space we end up writing a lot of product descriptions and they tend to be you know like fashion items or accessories or holidays you know i i've done it i kind of enjoyed it but it's not where i want to be and that's the only reason why i do business to business um but ultimately it's the same thing even business to business i'm not selling yeah my clients uh products or services to a business i'm actually selling it to an individual a person within that business and that's where a lot of people go wrong with their copywriting they tend to focus more on either we because we're so professional or they focus on selling to a business and not an individual um so to help people get a better understanding into marketing and to help people get a better understanding into copywriting i actually have started a youtube channel and in that youtube channel i know i wasn't going to but then i was like it would help though like more people yeah yeah it's pretty fun yeah it is like get over there you know well i've got there's a lot to learn it is a lot to learn i've got three videos out so far the first video there's no editing done whatsoever it's just me talking and talking and talking my second video there is editing but my head's jumping around from this where i'm reading my notes to this and this and this and this and this where i'm trying to chop it my third one i've actually been practicing reading my notes looking at the camera and then smiling and then talking yeah then finish talking and then look down done well done i um this is a special passion of mine because um when i started in my business and um the first part of my business i just used to stream audio live so um online radio was where i started so there was no need for video and that's quite i spent the first six months being physically stick before i got behind the microphone but i kept doing it and kept doing it and kept doing it until i didn't feel so bad anymore and i did that for 12 months and then i started to venture into video land and i went through the whole i feel sick i don't want to do this again and then i'm like oh just get over yourself and now i can do it relatively easy without too many nerves but every now and then when i've got some interviews coming up that the person is quite um famous or has a big following i still get nervous but i just that's about that mindset that's about going no you're okay you're meant to show up as your imperfect authentic self just do what you do and so steve you've got it covered mate it's all gonna be good no it is and i should be fair i have to like take my hat up to you and give you a round of applause because doing live is completely different to what i'm doing anything could happen live um and when it does when i edit the videos i'm not gonna lie um yeah i can understand why you'd be nervous streaming live yeah it is a bit nerve-wracking like you know guests not showing up um power going out technical issues zoom dropping out microphones switching off like i think i've had just about anything from uh thunderstorms to uh floods to like all manner of things happening while i've been live streaming and it used to just make me absolutely petrified sick worrying about what was going to happen but again you just keep doing it just go deep breaths it's okay nobody's perfect keep going that sort of thing and you sort of start to and it's allowed me to enjoy conversations like i'm having with you like i can jump on and go oh my god i'm talking to steve i'm so happy and this is pre-recorded obviously because i'm to fit in and have you here on the show but that's the beauty of it like had i stopped when i felt fearful then i would never have got to experience the joy of being able to talk to so many people across the planet and i obviously enjoy doing that and i love talking about what people do because no one can replicate steve and there'll be someone listening who goes oh my god i need to work with steve i need to talk to steve i need steve to get to write my copywriting i need steve to coach me like that's my purpose my purpose is connect all the people that steve needs to work with to steve simple but it took me 50 odd years to work that out just between you and me oh no thank you for sharing that um no i get exactly what you mean though like had you stopped it's just like had i decided not to jump off the stratosphere observing i'd always be wondering oh what if that experience could have been good and then i'd have to deal with that side of things i'd rather deal with the positive i'd rather be elated and laughing um much better i can kind of see where you're coming from with the it's taking you some time to decide on what it is that you want to do because you have to try it first and you have to see it through properly first you can't just try it for one day and then like not for me and it's like an evolution like i all i did was write a book and i'm gonna get back to your book in a minute all i did was write a book i had no plan for where that was going but obviously the universe had a very clear plan for me and it had to drag me kicking and screaming all along the way and the year that i wrote the book was the year that i was going to say yes to things that i was terrified of again had i not decided to do that i wouldn't be doing this and i wouldn't have that joy of passion and purpose in my life so that it's just and again if i hadn't had people uh supporting me and saying no you can do this no you can do this yes it's gonna be okay yes it's gonna be scary yes you're gonna feel sick like i wouldn't have done it you know so that's where coaches come in so i understand very much understand why you do what you do um the about the book tell me about writing the book i know it started with the workshop but tell me about writing the book because writing a book is also a scary thing isn't it it is it's definitely a different style of writing to what i'm used to um yeah so what i did was i spent months where every day i was dictating to google docs um and it was just from some ideas out there not only that though i was also consuming a lot of information because i wanted to make sure that you had everything you needed within this one book um just to just to you know actually take that first step because once you take that first step the second one follows easier and it snowballs um so i was listening to a lot of podcasts i wasn't just listening to business uh podcast i was listening to live coaching podcasts i was listening to psychology podcasts um i was doing psychological research i was actually looking at academic papers and drawing yes well it's about understanding to me i love psychology psychology is one of those topics where yeah me too and there's always something new to learn great never-ending never-ending source of learning it is isn't it it really is but also whilst writing it i was learning a lot about myself because i was looking at how i set goals and there's two tasks in that and one of the tasks is the one that i naturally do yes um it's one that i've always done and basically i i'll give it away i'll tell you now what i do when i'm setting goals is i think of the far future i think of my 10 year vision and then from that i sit as if i'm on a talk show talking about how i achieved it and i work backwards from there so my 10 year vision is that i'm living in a a big house with a floor piano and a pool let's say that's my 10-year vision that's awesome exactly awesome but then i'm sitting on this talk show in my head explaining how i got there what steps i took but i do it in reverse and what i find is actually i've got all the answers there's not really a lot that i need to research i may need to research like some of the my new details but ultimately i've got my path laid out in front of me then what i do because i've written it down is i take those steps i start i do i start off with that first step and then move on um yeah and that's how i've always done goal setting it's why i have my master of research in social sciences it's why i've got my teaching i'm actually a qualified teacher um oh yeah yeah so so teacher copywriter coach author what a great progression well to be fair so i've been a copywriter now for longer than i want to say but for a decade it kept me just like what you were saying it took me yeah seven years of copywriting on the side to realize it's actually boring yes yes so while i'm copywriting i'm using that as a way to get myself through university so i've got my uh bachelor's i've got my master's and then went on and ended the pgce um yeah teacher qualification i then started teaching i'm still copywriting on the side and i'm getting burnt out i'm getting tired and i'm like yeah i've got something missing here like i it's just not connecting and i was talking to my partner one night about it and i was like i need to leave i need to i just can't teach anymore like it's not for me i just knew that so i was talk to my partner about it and he goes well what is it you want to do and i was like well i don't know and then i was talking about the fact that you know i'd always done copywriting alongside everything that i've done and he was like well do you not think that maybe the copywriting is where you want to be yeah i know sometimes we're so slow aren't we okay and i was just like thinking i was just like you know i never even thought of it because it's always just been this happy psychic that i've been doing where i get to meet new people and i get to write you know two of my favorite things to do in the world i now do it full-time and i couldn't be happier absolutely see that's the thing about external um thoughts on like if your partner hadn't said to you what about the copywriting it may never have occurred to you and and i mean look at you now you've got a whole business built around copywriting and coaching and i'm sure there's going to be more books there's going to be more books steve there are going to be more books so i actually got planned then an entire series and it's not just based on goal setting it there's going to be some based around marketing some based around copywriting some are based around my experience in working internationally with different businesses yeah yes because i don't know because we can do that now yeah exactly work with i'm in australia steve's in the uk i just got a call recently to um someone in the in the u.s like there's there's actually nothing stopping us now with the technology that we have you can work from your home office and create an international business and enjoy life exactly and that's the other thing is you don't even need to work from a home office depending on your business of course i don't i can work from anywhere i go um i just take my small laptop with me as opposed to my big laptop um and off you go yeah how great is that unfortunately like we've already discussed twice now over the last 18 months that's not been able to happen but i know i know covert the great leveler of 20 20 20 21 20 20 and on into the future i oh fear hope not no but me too it's given people a lot to think about and it's giving people that time to decide what's important to them because i am seeing a lot more people who are becoming more family oriented i'm seeing people who are no longer um living to work they work to live yeah which has always been my mantra i've never i've never lived to work i've worked to live um yes and absolutely yeah it's just one of those things that i i feel life's too short in that respect oh definitely definitely yeah steve we're down to the last few minutes of the interview and i want people to know how they can find you where they can find you and also the book now remember people i will have these links underneath the description of this interview when it goes out but steve tell us how can people find you okay so the first place you can find me is my website which is sbw copywriting.com um the next place you can find me is either on linkedin or instagram sbw copywriting or you can find me on youtube again either or spw copywriting you will find me um i think i've got a pink background on that one so fantastic and steve you don't mind people directly connecting with you and asking questions about what you do whether they've got a coaching question or a copywriting question either is fine for you yeah new year is fine for me get in touch you can contact me at stephen sbwcopywriting.com um yeah and if you're in the uk you can ring me my number is available online you'll find it fantastic now steve just before we finish and round off this um interview your copywriting your favorite part of copywriting is actually the business to business copywriting so for businesses wanting to write about their services or product yeah yeah so it's um offering those products or services to other businesses that's the business the business space and you're right it is my favorite kind and that's because it can get quite meaty it can get very very easy i don't want to use the word juicy because that kind of implies it's got something but it's not it is juicy like to me anyway um yeah but what i like about it is that i'm on a personal mission as far as the term professional goes because i i can see that there is a change in culture around the word professional um and it no longer means jargon it no no longer means buzzwords it's all to do with being people-centered and speaking to people through written word as if they're humans and it's fantastic to see yeah yeah um i remember reading um recently a document that was talking about um copywriting and uh making sure you incorporate um have seo consideration around your copywriting and i'm like oh my goodness that just sounds too complicated to me but i'm sure you understand what that means yes so search engine optimization is basically where you get the keywords that people would usually use to search for you and yeah you sprinkle it throughout your web copy so anything on your website do that there's other things as well that you have to do to be an seo optimized but um yeah ultimately that that's challenging um is that challenging steve can it be difficult to incorporate the those keywords in in the script well yeah what you have to do is um you have to incorporate it naturally so it flows because yeah it's not like it was 10 years ago 10 years ago you had what people were calling keyword stuffing which is where any of the key terms that people were searching for they would just throw them into the website and yeah any old house it didn't really matter i've known it where people have put it onto their website and then changed the color to the same as the background so the keywords themselves are hidden that's known as keyword stuffing and i don't say google will be right yeah it's it's bad though keyword stuffing is bad um google doesn't penalize you for it but you don't get the rewards that you would normally get um what you do get rewarded for is if your content is aimed at people so people can read it and understand it and interact with it uh the one thing i do always say is remember that your website is a part of your communication it's how you communicate to the world in written form um so you've got many different types of the communication there's obviously the face to face then you've got um email and you've got social media your website and it helps to build that credibility as well if you can be seen online because the first thing people are going to do is they're going to google who you are yes yeah yeah so it helps if you've got things coming up that show who you are yeah um definitely but then if those things come up and help persuade people to buy from you then isn't that better yes and that's absolutely absolutely steve it has been an absolute delight talking to you today um so please make sure you connect with steve westwood from spw copywriting um steve thank you so much for being on radio tony everyday business today i look forward to chatting to you again and that my friends is your lot for this week recording stuff that was fantastic we've got lots of really good content in there and um it usually takes me about a month before i get to ordered it put the intro outro fix it up and and get it out so just be patient with me but that was fantastic i'm really um i'm really curious about the business to business um copywriting um i'm just thinking about my stuff and thinking maybe i should um try and get some of that done but anyway it's thinking about doing redoing my websites in 2022 so um we'll be talking before then anyway but yeah yeah no that that sounds good i have just remembered i think the links have changed from what i sent you yes um oh okay cool so i'll just quickly send you if i send you my link tree all the links that i spoke about are on there anyway yes that would that's perfect that's perfect because i'll make sure that that goes into the um um part of what i was going to touch on but didn't because the competition didn't go that way whereas it helps to use an expert like i'm not an expert at everything so as you pointed out focus on your strengths it does help to have an expert yeah and then get somebody in to cover those weaknesses so it becomes more well-rounded that's how i'm working how i've always worked because i'd rather focus on developing my strengths and go from good to great then focus on my weaknesses and go from bad to okay um the other the other thing i was going to mention and i had a note of it and then i've i've completely forgotten about it i meant to circle back and go so tell me steve about the process of copywriting for say a website what's the process you go through but we can always do another interview yeah i'll do another interview i like this this is quite a nice way to be interviewed there's no pressure it's just a chat it is just the chat i know i know that's what i mean i like doing things this way but um the the pre-record is kind of just a bit more relaxed than the live stuff because the live stuff i'm like okay i've got the lighting i've got the sound even though i've got a technician managing stuff in the background i've still got to keep this look at that make sure that's there got my you know it's just a bit more stressful whereas this i can go la dee da it is it is easier when you can relax a little bit more and it is easier to talk to i mean i suppose you've done some interviews where it feels like you're trying to draw blood from a stone um oh god yes oh god yes and that's why i always have talking notes and questions um because some most interviews i can get people talking and chatting and sharing and it's good but some interviews are really tough and i'm really thankful that i always prep with notes and questions because they're really hard and then they'll answer them with not a lot of um feeling and you'll go okay so does this mean you're like you've got to laugh around which just it makes it hard work and you get to the end of the interview and you're just like oh this was just easy like this no yeah time yeah uh so i have actually watched um an interview not one of yours this was with somebody else yeah and they're trying to do something very similar to what you're doing but the opening questions are who are you where were you born and where did you grow up oh okay i'm like i don't know whether that's relevant but you could tell that the person who was being interviewed wasn't expecting to be asked those questions and it threw off the whole interview yeah yeah i have to agree steve like people people have varying levels of nervousness around interviews particularly if they're live streaming and i think that it helps settle the situation if they have some idea of what they're going to be asked and then i always put a proviso on the bottom that says you know i like to keep the conversation organic because i think that makes for better viewing um so we might go to different places and talk about different things but here's what i sorry here's what i um would like to talk about so i i just it's it's good to do that and um keep it pretty natural because you want again there's people out there that will be watching that need steve they either need your copywriting or they need your coach and my job is to get them to connect with you simple well it sounds simple it just sounds simple thank you but now i'm i i've had to do a lot of thinking over the last like couple of months about my business because obviously i've got two very different new businesses yes yeah yeah so i've got to do a lot of well i go together nicely though steve because i kind of think that the psychology of of your coaching can actually be used in this psychology of of writing copywriting and selling so to speak yeah it's very it is you're right there that is something that does connect the two there's a couple of other things that connect to as well so if you look at marketing right marketing as a very basic definition of marketing is targeted communication yeah so in order to be successful in marketing the first thing you need to do is set yourself goals yeah the second thing you need to do is your market research and in that market research it's developing an understanding of who you're selling to where you can find them what their issues are and how your products and services can help them the next thing is um developing the targeted messaging in a platform that will find its way to what you want and then it's about consistency so yeah there you go there's your four basically i'm just gonna say we can have a whole another we can have a whole another interview we'll have to we'll have to do that steve if that's okay with you um yeah i'm happy to do that i mean um we'll try and have another your interview because i love to talk about that i've not got a marketing background although that's essentially what i'm now involved in so i like to keep learning and learning and learning and um i was just going to ask you well you're talking about that um uh finding out where your people are or your target market how do you do that how do you find out where um 40 something year olds i don't know i'm going to make this up how do you find where 40 year old uh female business owners with uh money to invest in coaching how do you find them where do like that's what the bid i don't understand about marketing where do you find that information you ask them besides asking them so basically on my youtube channel at the moment what i'm doing is i'm covering how to segment uh what marketing is then it's geographic segmentation then demographic segmentation next week we're looking at psychographic segmentation and then we're looking at behavioral then the week after oh my god i'm gonna have to subscribe i have to subscribe to your youtube channel that's all yeah i just have to do that yeah so what i'm doing is the week after that is looking at how to put them all together and then gonna be linking in some customer persona templates and questions and the questions can be done in either a survey or in a interview or focus group um so i've got i've got to finish breaking down those questions and stuff but basically it gives you all of the information that you need to start targeting your communication and if you look at the customer personas the way that i've done them because they're the ones that i use so the way that i've done them you've got your demographics on there you've got your background on there you've got your financial information you've got your goals you've got your challenges you've got your pain points um then you've got your businesses opportunities you've got basically like a mini swat analysis within there as well so you can understand what the opportunities are then um there's another section where you're looking at potentially targeting your messaging within the persona so it's easy for you to identify what kind of words to look for what kind of message you want to give how to sell your products and services um and most important part is where you're selling your products and services there's no point in you being on facebook if your demographic uses revenue they're not on facebook yes yeah yeah i figured that out the other thing is as your business grows you then need to start looking at what type of shows they watch when they watch tv when do they stream what services do they use to stream what devices do they use as well and in fact while i'm talking about it i'll quickly show you let me just grab my i'll just show you one of the personas just so you can oh yes to understanding because i i've got my own stuff worked out in um my own business um but i just have never been sure that i've done that to the full extent of what it could be done so uh my um i've always gone to i like i like to look at statistical statistical information so then i'll google search this person in this demographic what are they like like i'll just google search stuff but i realized that that's not how you're supposed to do it can you just let me show the screen oh yes sorry there is something that there's a couple of things missing on this particular template but this is my favorite template that i do actually use is that coming through yes it is now yep so i just present it's easy for me to go through it okay so you've got marketing maggie no it doesn't matter you can name them whatever you can call them silly stephen if you want yes yes yep so as you can see it gives you a breakdown it's the background and demographics then it gives you what device they use are the tech savvy do they understand how zoom works first uh what social media platforms they are that helps you identify where to find them then you've got your goals metrics to motivation so what are their goals primarily and second goals what are their uh personal versus professional then you've got the metrics of what is it that they actually measure how do they measure their goals what motivates them their personality traits so again you're looking at oh what are they called 9016 personality traits i'm enfp yes yes that's what i was going to bring up with you i um i'm curious to go and have a look at your other one but i the 16 personality ones i'm an infj okay two percent yeah yeah i'm an infj i'll have a look at that one and message you later um yeah and then you've got the challenges yeah i'll have a look i'll have a look after this then you've got the challenges so that is about their their struggles what is it that keeps them up at night then yeah you put in some real quotes from the questions that you're asking because that will help you with yeah them becoming i am familiar with your brand because you're using the same kind of words what are their common objections so why do they not buy from you what can we do so this is what your uh business does to help that persona yes then you can actually go even further and describe the solution and then you elevate pictures so write it within a sentence or two and now the i am adding more onto this because i do think that looking at trends in your industry or within your customers um to put in a direct where do they buy from what type of brands do they buy from why are they loyal to that brand um so there's going to be a couple more sections in this but this is basically a episode and then what you do is you get your persona you read through it to remind you whenever you're writing a message and where you're writing it of course and then yeah you take your message from these three here well these four technicals you've got the projections as well um that's one of the best that's one of the best um ones i've seen mine is well kind of a bit similar to that the one that i use for my own stuff but that's nice so nice and simple steve it's really good and then what i've done is like i said my youtube channel geographic demographics like graphic behavioral so geographically demographic who psychographic why behavior or what i've given it a breakdown so that explains what it is the next one down gives you examples and then the next one down explains the benefits of it but you actually in that persona will be combining all of them now this is the part that most people are gonna be like shocked so these are the questions wait you see how thorough these are so you've got your customer personal questions demographics yeah the backstory there's a lot of questions by the way personal life yeah personality their web purchase behavior finances goals challenges and pain points products insights and objections and then this one yeah this is the questions that you ask your sales team or your marketing team so there's 10 of those and that helps you understand where you currently are so you can then set those goals to get your marketing yes that's really cool steve thank you thank you for sharing it honestly now i i will i'll send them to you as well because oh thank you well i'm going to be giving them away for free as resources anyway so the only thing that i would suggest with those questions now is read through them and just pinpoint the ones that are relevant to you yes um yes and then obviously decide which questions you would in the survey and which questions you would do outside of a survey the survey could take about 30 minutes if you had all of the questions um yeah but b thank you and thank you for your time no thank you you
2021-10-12 01:11
