EPISODE 053: HOW TO FIND YOUR PERFECT DREAMY CLIENTS FOR YOUR ONLINE BUSINESS WITH REINA POMEROY
Reina Pomeroy is the Founder of Reina and Co and the Creator of the Dreamy Client Magnet Program. She helps creative entrepreneurs get laser focused so they can book more dreamy clients with ease, get paid to do what they love, and have the freedom and flexibility to enjoy it all.
On this episode, we talked about having a value proposition that will help your online business stand out, and how to find the clients of your dreams.
"The definition of a dreamy client is someone who wants what you need, and willing to pay. They have to value what it is that you have. And they also have to honor the fact that you'd have a system for whatever it is that you have. And so, it's not like trying to sign every client under the sun..."
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Topics Discussed In This Episode:
- How Reina went from being a social worker to now being a coach
- What a dreamy client is and how to attract this client for our online businesses
- The number 1 mistake entrepreneurs make when it comes to finding clients that result in them not getting their dream client
- How identifying her dreamy client avatar has made a difference for her business
- Why online entrepreneurs need to care about having a value proposition
- How to know if the value proposition that we currently have in mind is good enough
- How one of Reina's clients improved her business when she discovered her value proposition
Chrys: Hey guys, welcome back to another episode of hack your online business. Do you have a value proposition for your online business? What does your business stand for? What do you stand for?
Now on today's episode, we're going to be talking about having a value proposition. It will help your online business stand out. So I'm joined by my guest today who is a focus coach for creative entrepreneurs. So she helps creative entrepreneurs get laser focused so that they can book more dreamy clients with ease, get paid to do what they love and have the freedom and flexibility to enjoy it all. And don't we all want that?
So she's the founder of Reina and Co and the creator of the dreamy client magnet program. So here's my guest, Reina Pomeroy. Reina, thank you so much for jumping on this episode with me today. I know you're about to give birth, so thank you so much.
Reina: Hi everyone. Thank you so much for having me. I'm so excited for this episode.
Chrys: Just don't give birth on my show cause that would be awkward. Now Reina, you were a former social worker. You had a local wedding planning business and now you coach creative entrepreneurs. So how did you go from being a social worker to now being a coach?
Reina: Yeah, so like many of my clients, I have a very windy road. So I went from being a social worker, got my graduate degree in social work and really loved the fact that I got to help people and find potential for more change for them in their lives.
But the thing that was really challenging during my social work career was that I was working a lot with people at or below the poverty line and also people who were really inundated by the system, really oppressed by our system. And it was just really a challenging and taxing and traumatizing sort of culture. And I realized pretty early on in my career that I would need to do some significant legislation changes, policy changes in order to do any good. And I felt like I couldn't really do much of anything, which is so frustrating when you're like working day in and day out to do something and try to fix something for people.
And so one thing that I really learned early on is that I love talking to people. I love doing the therapy part. I love doing the counseling part and I also liked the project management of all the moving pieces. And so those are the components that I've taken from my social work career and now translate into coaching.
I went to a coach training Institute where I got my coach certification and also while I was in my graduate program, I started a wedding planning business because I needed to create a creative outlet. So that's where my creative sort of brain comes into play. So taking the things that I love from the social work career, the things that I've done in the past, and also the creative ventures and build business building that I've done.
That's kind of been how I found my way to Reina and Co, which is now focus coaching, helping people find what's most important in both their lives and in their businesses so that they can book more clients that are dreaming finding their value proposition like we're going to talk about, right? This sparkle factor is what we call it so that they can make more money.
And the best part about all of this, and I know this because we're entrepreneurs, is that there's a lot of freedom and flexibility that we can have as entrepreneurs, but most of us are not set up to do that, right? We are kind of slaves to our businesses. We are always working, constantly hustling. And I don't think that we need to do that in order to be successful. So that's kind of where I come from. And yeah, I'm so excited to talk about all this.
Chrys: I love that. And here's the thing. So you know, there are many business coaches out there and they all focus on different things. So how did you decide, you know what, I'm just going to focus on focusing.
Reina: Because I'm focusing. So the biggest thing for me, it's been like a messaging journey for me. So I've been in this business for four years now. I knew at the very beginning that I wanted to help creatives. That was like the first genesis of what I was working on.
And then from there I realized that my dreamy clients who I call visionary Jordan, she is somebody who has all of the ideas, right? Somebody who can open up Pinterest and be like, Oh, I want to do this and I want to do this and I want to do this and I want to do this right. She's got all the tabs on Chrome open, but can't like focus on like what she needs to do to get to the finish line of that project.
Because what I find is that most of my clients have great ideas. I call them the million dollar ideas, but if you can't finish them, they're never going to garner the million dollar revenue that you want. And so how do we get people from idea to completion and how do you focus on the steps that you need to take in order to get to there, right?
So those are the things that I love working with people on. It's a combination of project management, it's a combination of planning and goal processing and messaging and positioning. It's all of the things that are required to get to that end goal of not only creating the product but also like marketing it and making sure that it's effective and launching it. All of that stuff that kind of goes into creating that million dollar product.
Chrys: So you had a local wedding business and then you went on to being a coach. So how did you get your first few clients as a coach? I'm pretty sure you didn't bring over your clients from the wedding business to now your coaching business.
Reina: Yeah. So interesting, right? So the wedding industry is B2C to consumer and then for Reina and Co it's B2B. I work with other vendors. I work with photographers, florist, other wedding planners. And so it's interesting because what I loved about that industry was that I got to work with those vendors and like getting to collaborate with really cool creative people who have businesses whose brains are very creative but they don't think operationally how to run a company.
And so when I hear people saying something like, well you know, it takes like 48 hours for me to respond to an email, I'm like, Ooh, red flag. Or like we haven't sent a contract even though we had a call a couple of days ago. It's like, Ooh, red flag. Right?
So all of those things that can be operationalized systematized in order for you to like once you do it once, done. Like it's taken care of and then you can focus on the things that only you can do. Like the florist that I work with are so talented. They know all kinds of flowers and pretty things, whatever. That is not my skill set. And I want you to be able to focus on that. Not the contract that people need to be signing or hunting vendors down for payments, whatever. So how can we systematize all the things that you don't really love so that you can focus on things that you really love.
Chrys: So you approach them and say, Hey, I am a coach now and I'm going to help you with this. What exactly did you do or say to them?
Reina: At the very beginning I think I was basically like, I see a problem in your business and I can totally help you create it so that, like ultimately at the end of the day so that they can get back to the moneymaking, right?
Chrys: So you were straightforward, like, no bullshit. You didn't go like, Oh let me get to know you first, get to know you.
Reina: I knew all these people before. Right? Like these are my friends.
Chrys: Oh that makes total sense. Cause now you're like, you know what? Honestly, your business sucks right now. You've got to do this.
Reina: I mean it's not that it sucks, but they were stuck. Some of them were really struggling to figure out how do I make it so that I'm not working on contracts at 1:00 AM? How do I make sure that I'm constantly posting our blog content so that people find me on the internet, right?
Like all of those things that kind of come naturally to me because those are systems and project management type of things, does not come naturally to a lot of my clients. And so like helping them to create that structure and format allows them to be like, okay, everything is organized, everything's in its place, and I just have to maintain it.
Now it's kind of like moving into a new house and you don't know how to organize things once it's organized, you can keep it up, but like if you haven't organized it, it's really difficult to like get yourself into the routine and habit of putting things away and stuff.
Chrys: You're like a Marie Kondo for them.
Chrys: You come in, you fix their houses. So once you, basically, you've got all these first few clients from your friends and everything. So how did you move on from having friends as your clients and then how did you get the next group of clients who don't know you?
Reina: Yeah, the very beginning, I like to call it social glue. So I'm like a very extroverted person who has a lot of connections in a lot of different industries and I just love connecting with people, whether it's on Instagram or on other social media platforms or whatever and Facebook groups. I just like to get to know people. And so I would say, Hey, let's get on a coffee chat. Let's get to know each other. I want to get to know your business. Tell me a little bit about more about you, not a sales call.
And this was not a strategy at the beginning. Like, let me just preface everything and say like, I love this concept of social glue because it's truly caring about the other human being that you're talking to. I know so many people's husbands names or their dogs, right? And like their kids and how old they are.
All of that stuff is important to me because I'm developing a relationship with you and that stuff becomes the foundation, the bedrock of the kinds of relationships I've formed. And then they get to know me as a coach. They get to know me as somebody who could keep them accountable to that thing that they said they wanted to get done.
And so people would start to refer me like without even having worked with me as a coach, people would be like, Oh my gosh, you need to talk to Reina, oh, this is something that Reina helps you with. And I would be the person that people would tag when somebody was looking for a coach. And so that was really helpful at the very beginning. And I really just booked out all of my clients slots within the first six months of starting my business because of social glue.
Chrys: Wow guys, you just have to try that method as well. So Reina you talked about booking dreamy clients. You have your signature dreamy client magnet program. So explain to us what exactly is a dreamy client and how can we actually attract this dreamy client for our online businesses?
Reina: Yeah, so dreamy client to me, the definition of it is somebody who wants what you need, right, and is willing to pay. They have to value what it is that you have. And they also have to honor the fact that you have a system for whatever it is that you have.
And so, it's not like trying to sign every client under the sun for whom you can do social media management. It's about finding the person whose business you're like, yeah, I'm so in love with your business. You're doing something really cool over there and you're willing to pay me and I love you as a human and like I care about you as a human.
And I think that when we enjoy the work that we do and who we work with, there's so much more like freedom and joy in how we show up for them right? It's kind of like hating your boss at a nine to five versus you like your boss so you're going to work a little bit harder than like if you didn't love them.
And so it's kind of like making sure that you are always on the same page as them. Your values align that you see the vision that they see for their company and you can add value to them. Like I want all of us to be able to have clients who we are obsessed with and say, you know, I am willing to go above and beyond because I really care about you as a human, not just because I want your money.
Chrys: I don't know how many times I've jumped on a call, a potential sales call with someone and you're like, Oh, I can't afford that, or that's not my budget. I'm like, Oh my God, [inaudible] someone else? You know, it's difficult to attract that dreamy clients. So what's your tip on actually finding those people?
Reina: Well, I mean, I have a whole course on it, so it's kind of hard to distill it down, but truly I think one or two things. So I think at the end of the day, it's really about looking at you first, right? So many people will say like, Oh, you have to market to all of these people. I'm like, no. To me, that is secondary.
So the first step I have is this system called the heck yes offer. And so it's about creating an offer that feels like heck yeah, I want to do this, this is so exciting to me. I want to get out of bed to do this and get paid. Like it doesn't even feel like work. Yes. Right.
And then on the other side there's this other component of making sure that it's for the dreamy client. So it's two parts. So the first step is to look inside and be like, okay, what is it that I want to do, right? In your past life, in your current life, what are the things that are really important to you that you have to honor?
So some of those things might look different. Like for you it might be different. For me it might be different. So for me, I only work 10 to 4 every single day in my business because I drop off my son at school, I pick up my son at school and I like to take walks during the day, whatever. That is something that is a boundary for me and I know I need. I also love working with people who are the creative type and who have all the crazy ideas in their head. Those are the kinds of people I want to work with right?
And then there's like this other component of it, I want to do work that makes me feel so excited right? And in different seasons it looks different. But right now doing the dreamy client magnet program is like something that lights me up. People who are really empowered and excited to do things, that's who I want to work with.
And so you have to look inside rather than being like, okay, who should I be like trying to attract because they have the most money? That's not what it's about. When you can create the need and you can articulate the need and you can articulate who it's for and why you're doing what you're doing. Boom, it's magic. And the heck yes offer comes together so quickly because people are really excited to just throw their credit card at you.
Chrys: Give me a tip on how do you actually articulate that need because I feel like that's somewhat lacking in a lot of people's marketing.
Reina: Yeah. It's literally about listening. Literally about listening. Yeah. So as a coach right at the beginning of my business, I would say the stuff like you have to trust your intuition in order to become the best version of yourself. Bullshit. No one cares about that. Right? Like nobody cares about finding the best version of themselves. What they care about is that they want to be able to hang out with their kids. They want to be able to spend more time with their husbands. They want to, you know, all of this stuff.
And so listen, when somebody tells you that this is what I want, this is what I'm struggling with, this is what I'm really worried about, use that, right? Like get into the nitty gritty and like get into the brain space of what it is that your dreamy client is thinking, saying, triggered by, worried about, all of those things and putting that together and really being able to empathize with it is going to be really incredibly important.
And honestly marketing is truly about that component. If you understand that, you can speak their language, it makes it so much easier because what I hear from people who are my true dreamies, they get the best results, are the people who say, "you are in my head, are you reading my journal? Like what is going on here?"
I feel like that's exactly what I just told my husband this evening. That is what we want exactly for our clients because those are the people who like feel like Reina gets me, right? Like I, I feel like she's going to be able to take care of me because she speaks my language.
Chrys: So how do you know what they really want? Do you do surveys with potential clients? What do you do?
Reina: Yeah. What's the do, right? Yeah. My biggest suggestion is just get on a call, ask.
Chrys: With my potential clients, the people you want to work with? You just like, Hey, jump on a call with me right now, I've got a couple of questions for you?
Reina: Yeah. I would post something that says kind of like who they are and what generally what they're struggling with. So it might sound like, hey, I'm looking to speak to college students. This is not my target demographic, but like I'm looking to speak to college students who are looking to go to graduate school but they're not quite sure exactly what they want to learn about.
Kind of like have parameters around who you're looking for or maybe it's more specific and saying like, I want to find entrepreneurs who who have dogs at home and like whatever really specific enough and then say, I want to just ask you like five questions. It'll be a 15 minute call and I'm happy to give you a $10 Starbucks gift card for your time or something like that.
Chrys: That's smart. Now you said that 95% of your clients have told you that your dreamy client avatar, you call her visionary Jordan. It's exactly who you would identify. So how has that made this huge difference for you and your business?
Reina: Yeah, I mean I think knowing who Visionary Jordan is makes it so that we are only marketing to her, right? Everything that we create inside of Reina and Co and every marketing campaign we create for dreamy client magnet, we're talking to Jordan, right?
Jordan is somebody who is absolutely creative like we talked about. She's somebody who started her business because she wanted to be rid of her 9-5 job so that she could take care of her kiddos. Most of them are moms and I know that about her. And in the past couple years that she's built her business, she has clients, but she's burning herself to the ground because she's like burning the candle at both ends.
She's tired and exhausted and she's like, there has got to be more to life than this. She doesn't want more clients. She wants more of the right clients. She wants a better dreamy client and she wants to make more money because she knows that she's just doing all the things and she doesn't need to be doing all the things, but she doesn't know how to not do all the things right.
And so once you get really, really clear and you can speak her language, people are like, Oh my God, read the sales page and be like, yes, that's what I need. And it's not for everybody. It's fine. I'm okay with that. But the results that we do get for our dreamies are incredible.
Right now, we're updating our sales page with all the testimonials from our last round of students, and one gal was like, you know, she started the program because she really just wanted to get to her like $3,000 a month. She just had $12,000. Wow. Right? Like, I mean like mind blowing stuff and like she is just killing it and this is just like a pretty normal average day kind of thing for her.
And this is what we want for people to be so lit up and so excited by the opportunities that are coming to them. And it feels effortless. The marketing doesn't feel like slugging up a hill kind of thing.
Chrys: So here's the thing, once you've gotten your avatar done, you know who you're targeting and everything, how do you bring that across your messaging and your ads and everything that you're doing?
Reina: Everything that we do, we have to get into the space. Whenever I'm writing copy, and I don't outsource my copy, I have to go into the space of what does Jordan think right now? What is she feeling at this particular phase in our funnel? When she's looking at an ad for a webinar, what is she thinking about? What is she really struggling with? Oh wait, is that where she actually is or is this like way too far ahead in the funnel that I'm thinking through?
So I need to get in the space, like the energetic space of where Jordan is. Like she's probably reading this at like two in the morning or she's procrastinating on client work and scrolling on Instagram. I have to get into that space or else I write crappy copy like everyone else.
And I'm not a copywriter, but the thing that I think makes our copy stand out, it's just genuine because I really empathize with what it is that she's struggling with.
Chrys: Got it. Now guys, go check out dreamyclientmagnet.com after today's show to learn more about Reina's dreamy client magnet program.
Now before we go on with the show, just let me do this quick read. So today's show is sponsored by my messenger marketing agency, Chrys Media. So we work mainly with coaches and online course creators to fill up their diaries and webinars and online courses with Facebook messenger marketing.
Now if you are a coach or an online course creator and you want to sell out your coaching packages or courses, fill up your webinars and diaries, then go check out my free online training on how you can use Facebook messenger marketing to sell out your online course and fill up your webinars and diaries. So go to hackyouronlinebusiness.com/messenger after today's show.
Have you ever heard about Facebook messenger marketing?
Reina: I have and we actually have used it off and on for the past couple of launches.
Chrys: Why was it off and on? What happened in between the off and on?
Reina: Well, Facebook messenger, I have a really weird relationship with Facebook messenger. Yeah, I mean honestly like I want to have a really hard relationship with Facebook in general and like their privacy stuff right now. So I mean even though Instagram is owned by Facebook, I feel like a little bit better doing Instagram.
Chrys: WhatsApp Is owned by Facebook.
Reina: I know, they're taking over the world. No, but I mean I think you know, what we've done in the past is we've done reminders for webinars, we've had a lot of automated stuff going out. People just like to have it in front of them just to be reminded. And so it's just a great platform for that.
We ran a challenge this past round for dreamy client magnet and whenever a new prompt went up or a new day challenge went up, we would remind them in the messenger and that what works really, really well. So I think there was a challenge in terms of like opting out of things and people were having a hard time with that.
Chrys: So it's a [inaudible], people are like, "what do I do with this?" Remember when email first came out? And I was like opt in out. Guys so here you have some ideas from Reina.
Now Reina, define this. So we're going to talk about value proposition right now. So define this: what does a value proposition mean to you personally?
Reina: Yeah. So we call it sparkle factor. So value proposition is about like, why you, why now, why this? So thinking about all of the competition in your industry, why you, why now, why this?
To be able to answer that question is to be able to say exactly, very succinctly, why somebody who is your target demographic needs to be paying attention to you at all. Not necessarily buying from you but paying attention to you. And so the value proposition is to make it different than anything else that's out there.
And some of those things might be the features like what's included, but most likely it's not. It's most likely going to be about the benefits and the experience. So the benefits/ transformation and the experience of getting to that transformation.
So what is it that makes your offer uniquely stand out, right? Why does somebody need this versus something else? And a lot of times too, we think about value proposition in terms of like direct competitors. And sometimes it's not even that, right? Like what is something that can solve this person's problem? But it can be a little bit of a circuitous way.
So I'm trying to think of an example. Like one thing could be like, Oh you're looking for a chiropractor to fix your back, but maybe it's not actually a chiropractor. Maybe you just need to get a CT scan or something. I don't know, I'm not a doctor. So like maybe that example is not very good, but the answer may not be as directly related, like it might be a competitor.
Like, Oh, I'm looking for a chiropractor, so I should like look at all the other chiropractor sort of competitors. But you might be looking at all the other solutions. Like you might be getting a special kind of pillow to sleep with on Amazon. That might be your competition. So like what is the value proposition that you bring? Why you, why now, why this?
Chrys: So what's your value proposition?
Reina: For us in terms of dreamy client magnet, we help people book more clients who are dreaming to work with. We help people make more money doing what they absolutely love so that they can have that freedom and flexibility in their business and ultimately at the end of the day that that promise is our mantra.
It is the process through which we deliver all of our content, our biggest value proposition is that our community is amazing, right? People come into our community thinking, Oh, it's just another Facebook group, whatever. I'm not going to really... I'm in way too many, I don't really need it.
And then they come in and they're like, Oh my God, I can't even believe all the amazing ideas and support that I just got. The content is super well thought out. The workbooks are beautifully laid out, but really who cares about that, right? People care about the transformation, like I said, to be able to support their families, to be able to contribute to their family finances, to be able to finally be able to go to sleep at like 10:00 PM instead of 2:00 AM.
That's what makes us different. And I think a lot of, a lot of what makes our experience different is that the people inside of our community know me and I know them. Like I can tell you every single student inside of dreamy client magnet and what their business is. And I think that that makes us really, really special.
Chrys: I feel like a lot of entrepreneurs and business owners, they have some kind of ideal notion of the value proposition for their business. So how do we actually know if the value proposition that we currently have in mind is actually good enough or it matters enough to our audience and customers?
Reina: I mean there's not like a yes it is or no, it's not. It's more subjective because it depends on how well we communicate it, right? Like in our messaging and our positioning, I have struggled with this. This is something that over the course of the work that I've done, whether it's one on one client work or dreamy client magnet work to position our work to be something that resonates and somebody says, yes, I need this is to be like if people say yes, that's resonance, right?
If people say yes, I need that, it tells me that what the articulation of what we think our value proposition is, is actually like, Oh, this is something that she delivers. Versus we think we're saying something, but there's so much noise that people aren't really paying attention, right? If it's unremarkable, people aren't going to pay attention. People aren't going to care.
So it's our job as content producers to set ourselves apart and make sure that it is exactly what we say it is. And there's a sparkle factor in it all. When I say sparkles, I mean like what is it that makes you stand out from the rest of the things that are available to people, right?
Whether it's a webinar because there's a million webinars, or a post that you're going to pin because there's a million posts to pin or a course to take because there's a lot of different courses to take and which one is going to be the best fit for what it is that you need right now.
Chrys: So let's take this a little bit deeper. Do you have an example of a past client who was struggling with their business and getting the right clients and how having the right value proposition changed things up for them?
Reina: Yeah, let me think of one. So yeah, one of my clients, when she started with me, she was a VA and she was working her tail off. But she wanted to shift gears into this other industry where she was building her own brand and being the face of the brand rather than like the behind the scenes VA person.
And she started talking to moms, generally moms who needed to goal set and plan and felt frustrated in their lives or whatever. And she was just like really struggling with selling a $99 service, which was crazy cheap, so inexpensive. But these moms were just like, I don't want to spend $900 on this thing for you to help me.
I thought that there was value in this $99 thing and we had a conversation about it in the group and she was like, Oh, I realize what is different about you and everyone else who's in this group and the people that I'm already working with. That they're moms, but they're also entrepreneurs.
So like entrepreneurs who are moms have an extra layer of identity that they needed to kind of peace out, and people are more willing to spend money on their businesses to make it more efficient and effective and all of that stuff. And we happen to be moms versus people who are just moms who are stay at home moms and don't necessarily have that extra income coming in. There's not really an ROI.
And so her sparkle factor was to be able to articulate what is most pressing for us, mom and entrepreneur people versus people who weren't willing to spend that money. So like there's a little bit of a line there in terms of your dreamy client. You have to kind of be realistic and say, am I willing to serve people who aren't necessarily interested in paying money for the services and products that I have to sell? That is a real barrier, right?
So you have to get really clear on if you're willing to do that. And now she has spoken on stage, she's really well known in her industry. She books out her services and has group coaching programs too for the mom entrepreneur sector.
So that's really cool to watch her as she's grown her business in that way because just that little tweak of mom to mom and entrepreneur, that value proposition allowed her to be able to step it up and say, I focus on these things and this is why I do it because I know you're struggling with X, Y, and Z.
Chrys: What did she do exactly to go from that... Once she changed her audience. Did she just approach you guys instead? Like what does she do to really change that business up?
Reina: Yeah, I mean, I think she didn't change the offer at all. The offer was exactly the same. It was just the messaging. She got on a couple calls with mom entrepreneurs who were not in our group and just to make sure that it was unbiased. Right. And then she found out that people were more willing to invest because she was able to articulate that this is why you need it.
I think whenever we have like an offer, let's say it's like a 90 minute consultation for something. Okay I don't care that I get 90 minutes of your time. Tell me why I need that, right? And so she was able to say like why this group of people needed it and was able to say that, well, you're going to get a return on your investment by doing this.
And this is the return on the... I can't remember exactly how she worded it, but when you're able to articulate why somebody needs something and how it's going to change their lives, people are much more willing to invest in it.
Chrys: Got it. Okay. So before we go on guys, don't forget, you can check out more about Reina and her program at dreamyclientmagnet.com after today's show. So Reina, you mentioned that you don't encourage people to focus on marketing when they're just starting out in business. Why is that?
Reina: Yeah, well I mean one of the biggest reasons why, and before we transition, maybe I should mention this. We have a really cool workshop talking about all of these value proposition type of things and how to make your offer even more sparkly so that once you have an offer, have a sales page, whatever, and you're hearing crickets, how to get them to say yes. So it's all about that heck yes offer. You can go over to reinaandco.com/heckyes to get that workshop and it's totally free.
So can you ask that question again cause I think it's really important to kind of dive into that a little bit more.
Chrys: Yeah. So you said to me you don't encourage people to focus on marketing when they're just starting out in business. So they are new entrepreneurs and usually the advice is to focus on your marketing, but you're saying don't focus on your marketing. So why is that?
Reina: Yeah, because when we're starting we don't know what we're doing, right? And we're targeting everybody outside before we think about what it is that we want. When I started my business, when I started Reina and co, I already had my wedding planning business.
And I learned from that experience that even if you have really great clients, even if you have amazing work that you're doing, if you're burnt out, if you don't like working weekends and that's the business you've built for yourself, you're not going to be able to sustain it.
And so we had to create our own boundaries, right? We have to make sure that it's a heck yes for us. So my boundaries at the beginning of my business where I'm only working, I think it was odd weeks. So like the first week in the month and the third week in the month on client work and then the second and fourth weeks I was creating content.
And so what is it that you want your weeks to look like? What is it that you want your business to look like? Feel like? What are restrictions that you have? What are things that you need to take care of?
Some people have chronic illness that they have in their businesses that are like that they're dealing with in their lives and they need to be able to accommodate that in their businesses.
Chrys: I'm sure that's not just the only things that we have to kind of figure it out before we start really putting time and effort into marketing. So is there anything else that we have to always kind of consider... For new entrepreneurs, consider before they even start thinking about Facebook, Instagram, whatever?
Reina: Yeah, it's really interesting because I think that a lot of people want to start their website and they want to have their things set up before they can even call themselves official. I didn't have a website for eight months when I started my business and I was fully booked within six.
So you don't need a website in order to be fully booked to be banking money, to have a proof of concept for your work. And I think that we, or I don't know about your industry, but like my people are perfectionist. They want everything to look perfect, to feel perfect, to be messaged perfectly, to have a beautiful website to whatever.
You are wasting your time, you're wasting your money if you wait until everything is perfect. The first version of anything that I created is crap and it's still okay and I still booked out and I was still able to serve people. And so I just want us to remember that when we, when we want it to be perfect, it doesn't have to be, the first iteration is actually probably going to be not so great.
Chrys: So when you say marketing, I'm assuming you're talking about besides websites, are you also talking about things like creating content for social media, creating content... That as well? So we don't focus on that. We just focus on...
Reina: Yeah, and I don't mean like wait for eight months, right? I'm talking about like spend a week thinking about what it is that you want your business to look like. Think about what your core values are. What are you willing to do and not do?
So if I already knew when I started my business that I wanted to focus on creative. That was something that I was interested in and that's who I knew. If somebody came to me and was an exterminator and they're like, oh, I need some business coaching. Ain't no way friend. I don't know your industry. I don't care about your industry. That is not interesting to me. You're probably going to be a dude, not going to happen.
So like having those kind of emotional boundaries, even though they were probably willing to pay me, I'm not willing to do it. Or like you know, at the very beginning of your business when people are like, oh good for you for starting, let me send you my cousin third time removed who wants to grow his lawn care business? Ain't no way. Maybe I could help you but I'm not going to do that because that's not the vibe I'm going for.
Those are not the people I really want to serve. And I won't say that every single person has been my dreamy right from the beginning. It has not been the case, but I generally had a vibe of people that I wanted to work with and that's the quickest way that I've been able to grow because like I was very clear from the very beginning what I was and wasn't willing to do.
Chrys: Okay, so now before we end off this episode, Reina, I would like you to give my listeners two tips, so one on how to become a better entrepreneur and the second tip on helping all business stand out that you've not mentioned in today's episode.
Reina: Jeez. Okay. Tell me the first one again.
Chrys: Becoming a better entrepreneur like yourself.
Reina: I mean who's to say that I am a good entrepreneur, right? Thank you. I think one of the biggest things is like learning how to be genuine and authentic and be able to say when things are not perfect or things are hard and that might not be in your marketing necessarily, but your people will probably resonate with that.
We always want to feel more professional and polished and everything like that, but sometimes the most resonance that I get or the most comments that I get, the DMs that I get, emails back from email blasts that we do, those are usually from really kind of not so great stories that... Like mistakes that I've made or failures that have happened, whatever.
And I think that that's just telling to me because that perfectionism sort of like mask that we wear, when we take it off, it's so much easier for people to be able to relate to us and that's really hard for me. Not going to lie, it takes a lot of practice for me to be like, yes, I am going to share about this. And so that like storytelling is incredibly important.
I think the other thing too that makes me a great entrepreneur in the sense that I have something, some value to offer is that I am very introspective. I journal a lot and I reflect a lot and my data collection process isn't about how much my social media grew or how many DMs I got or how many dollars I was able to increase my revenue, like what percentage of revenue I was able to increase this month.
It's more along the lines of that information and how am I feeling, how did my community get served? What do people care about right now? What are people resonating with? And kind of combining all of that data in the form of a CEO report.
I don't know if you've heard me talk about this, but I have a a template that I do every single Friday and I'm happy to share that with you too. You guys can check it out at reinaandco.com/ceoreport and you just download it and start typing into your own type form.
And at the end of the year you have 52 reports of how your weeks were and when you have data to go back to like concrete back, you're able to see like what works, what didn't work. This was amazing. I shouldn't have done this. I shouldn't have wasted my time on this, whatever.
Most of us can't even remember what we had for breakfast much less a month ago, much less three months ago, and in January when it's December, right? And so when we actually have these data points of this is great, this didn't go so great.
That's, I think that has helped me to be able to see what I really want to focus on next in the next phase of my business.
Chrys: And one tip on how to get more visible as an entrepreneur.
Reina: How to get more visible. I mean first things first - social glue. I think connecting with what we were talking about. Oh you said something that I haven't mentioned already. How to get more visible? I think getting really clear on like what your story is so that you can start sharing those stories with others and when you can be a connector of other people.
There's a great book that I love called reach out by Molly Beck. Trying to remember. Yeah, I think it's called reach out. It's a great book because it allows you to connect with people who you've never in a million years thought you can connect with and she was able to get a book deal out of this method and it's very, very simple.
But like you think that marketing is really all about blasting out your message, being louder, getting more access to people. And sometimes it's just about creating these one-on-one connection points because that's truly what you need in any stage of your business to continue to grow in a really authentic way for people to be able to vouch for you to be able to add value to them.
It's really a gift and people love the energy of reciprocity. When you give something to them, they will give something back to you.
Chrys: I have actually seen that for my own business, like the effect it actually gives. So now this is a perfect way to close out this episode. Guys, don't forget to go check out dreamyclientmagnet.com to find out more about Reina's dreamy client magnet program. You can also find follow Rena on Instagram @reinaandcompany.
So thank you guys so much for spending time with me and Reina, head on over to hackyouronlinebusiness.com. You can find the show notes, the links, and everything that we just talked about today. So thank you so much Reina for coming on the show today.
Reina: Thank you so much for having me.
Resources Discussed In This Episode:
- DreamyClientMagnet.com - Reina's Dreamy Client Magnet program
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