{"version":"1.0.0","segments":[{"startTime":1.16,"endTime":4.22,"body":"Whilst consistency in messaging is"},{"startTime":1.16,"endTime":4.22,"body":"important, you are allowed"},{"startTime":4.245,"endTime":6.12,"body":"to contradict yourself."},{"startTime":6.145,"endTime":9.56,"body":"You are allowed to change this stuff as"},{"startTime":6.145,"endTime":9.56,"body":"time goes by, and your"},{"startTime":9.585,"endTime":12.6,"body":"audience deserves as much."},{"startTime":14.04,"endTime":17.38,"body":"\\One, two, three, four."},{"startTime":17.405,"endTime":19.42,"body":"So you're building a brand online."},{"startTime":19.445,"endTime":21.82,"body":"You've got wild AF dreams."},{"startTime":21.845,"endTime":26.0,"body":"You know you've got the potential to grow"},{"startTime":21.845,"endTime":26.0,"body":"your biz into something pretty, dang"},{"startTime":26.025,"endTime":30.02,"body":"incredible, and you want"},{"startTime":26.025,"endTime":30.02,"body":"to do it all the right way."},{"startTime":30.045,"endTime":36.04,"body":"Hey, I'm Alex, your brand bestie, and this"},{"startTime":30.045,"endTime":36.04,"body":"is Brandology, the podcast that feels like"},{"startTime":36.065,"endTime":39.88,"body":"a coffee chat with a biz friend who's"},{"startTime":36.065,"endTime":39.88,"body":"giving you all the tips and advice on"},{"startTime":39.905,"endTime":42.86,"body":"growing your brand,"},{"startTime":39.905,"endTime":42.86,"body":"because that's what it is."},{"startTime":42.885,"endTime":47.58,"body":"We're talking strategy, design,"},{"startTime":42.885,"endTime":47.58,"body":"content, messaging, and more."},{"startTime":47.605,"endTime":51.88,"body":"So if you're ready for no BS brand advice"},{"startTime":47.605,"endTime":51.88,"body":"from someone who's done it all"},{"startTime":51.905,"endTime":53.78,"body":"before, this is the pod for you."},{"startTime":53.805,"endTime":57.0,"body":"Let's get into it."},{"startTime":59.36,"endTime":63.38,"body":"Hello, hello, Hello."},{"startTime":59.36,"endTime":63.38,"body":"Welcome back to the Brandology podcast."},{"startTime":63.405,"endTime":67.49,"body":"And Merry Christmas, because if my"},{"startTime":63.405,"endTime":67.49,"body":"calculations are correct,"},{"startTime":67.52,"endTime":70.695,"body":"this episode should air on Christmas Day."},{"startTime":70.72,"endTime":73.72,"body":"Obviously, if you're listening in the"},{"startTime":70.72,"endTime":73.72,"body":"future, it's probably not Christmas Day,"},{"startTime":73.745,"endTime":77.41,"body":"but this is the Christmas Day episode."},{"startTime":77.44,"endTime":78.92,"body":"So Merry Christmas."},{"startTime":78.945,"endTime":83.93,"body":"I hope you have the most"},{"startTime":78.945,"endTime":83.93,"body":"amazing festive season."},{"startTime":83.96,"endTime":88.56,"body":"And today I have a gift for you."},{"startTime":83.96,"endTime":88.56,"body":"Well, not really."},{"startTime":88.585,"endTime":92.56,"body":"It's just a normal podcast episode, but"},{"startTime":88.585,"endTime":92.56,"body":"hopefully it's helpful for you guys,"},{"startTime":92.585,"endTime":96.36,"body":"as I always hope that they are."},{"startTime":96.68,"endTime":100.29,"body":"So firstly, I actually can't believe"},{"startTime":96.68,"endTime":100.29,"body":"it's the end of the year already."},{"startTime":100.32,"endTime":101.68,"body":"It is shocking to me."},{"startTime":101.705,"endTime":106.49,"body":"So I'm recording this about a week in"},{"startTime":101.705,"endTime":106.49,"body":"advance, so on the 17th of December."},{"startTime":106.52,"endTime":109.21,"body":"And my tree is still not fully decorated."},{"startTime":109.24,"endTime":111.02,"body":"I don't know where the time went."},{"startTime":111.045,"endTime":114.855,"body":"It was November, and then I blinked, and"},{"startTime":111.045,"endTime":114.855,"body":"then it was the first of December, and"},{"startTime":114.88,"endTime":117.2,"body":"then I blinked, and then it was 17th of"},{"startTime":114.88,"endTime":117.2,"body":"December, and I don't"},{"startTime":117.225,"endTime":119.57,"body":"understand how that happened."},{"startTime":119.6,"endTime":123.855,"body":"And And yeah, I'm just"},{"startTime":119.6,"endTime":123.855,"body":"always, I say this every single year, I'm"},{"startTime":123.88,"endTime":126.72,"body":"always shocked when it comes to the end"},{"startTime":123.88,"endTime":126.72,"body":"of the year, how quickly it came around."},{"startTime":126.745,"endTime":134.1,"body":"And I'm even a bit more behind this year"},{"startTime":126.745,"endTime":134.1,"body":"in terms of my preparations for next year,"},{"startTime":134.125,"endTime":137.73,"body":"as you would have heard if you"},{"startTime":134.125,"endTime":137.73,"body":"listened to my last episode."},{"startTime":137.76,"endTime":142.2,"body":"I was sick recently, and it was my second"},{"startTime":137.76,"endTime":142.2,"body":"bout of sickness in quarter four,"},{"startTime":142.225,"endTime":144.02,"body":"which was a real pain in the butt."},{"startTime":144.045,"endTime":149.45,"body":"So it pushed me behind in everything,"},{"startTime":144.045,"endTime":149.45,"body":"including setting myself up for next year."},{"startTime":149.48,"endTime":151.94,"body":"However, that's fine."},{"startTime":151.965,"endTime":153.8,"body":"I am moving on."},{"startTime":153.825,"endTime":157.34,"body":"I will still get everything done."},{"startTime":153.825,"endTime":157.34,"body":"It's all fine."},{"startTime":157.365,"endTime":163.24,"body":"But what I wanted to walk you through"},{"startTime":157.365,"endTime":163.24,"body":"today is what I really like to do with my"},{"startTime":163.265,"endTime":171.12,"body":"brand, what I like to audit and look over"},{"startTime":163.265,"endTime":171.12,"body":"and refine to make sure that I'm building"},{"startTime":171.145,"endTime":174.3,"body":"a better, bigger brand for next year."},{"startTime":174.325,"endTime":177.6,"body":"So this is a process that I've done for"},{"startTime":174.325,"endTime":177.6,"body":"the last few years and I've"},{"startTime":177.625,"endTime":179.135,"body":"refined it year on year."},{"startTime":179.16,"endTime":180.84,"body":"And I'm going to be"},{"startTime":179.16,"endTime":180.84,"body":"doing this year as well."},{"startTime":180.865,"endTime":186.74,"body":"So there's three main areas"},{"startTime":180.865,"endTime":186.74,"body":"that I personally really like to look at"},{"startTime":186.765,"endTime":190.84,"body":"when it comes to making my brand better"},{"startTime":186.765,"endTime":190.84,"body":"for next year, because"},{"startTime":190.865,"endTime":193.78,"body":"that's always my goal."},{"startTime":190.865,"endTime":193.78,"body":"I always want my brand to be evolving."},{"startTime":193.805,"endTime":195.78,"body":"I always want my brand to be growing."},{"startTime":195.805,"endTime":197.9,"body":"It should not be stagnant."},{"startTime":197.925,"endTime":199.96,"body":"It should not be staying the same."},{"startTime":199.985,"endTime":202.84,"body":"And this is what I tell so many people."},{"startTime":202.865,"endTime":207.735,"body":"I tell my clients, I tell people in my"},{"startTime":202.865,"endTime":207.735,"body":"audience, if your brand is staying the"},{"startTime":207.76,"endTime":209.42,"body":"same year on year, you have a problem."},{"startTime":209.445,"endTime":214.48,"body":"Like There's this misconception that"},{"startTime":209.445,"endTime":214.48,"body":"people think, oh, okay, my messaging has"},{"startTime":214.505,"endTime":218.5,"body":"to stay the same"},{"startTime":214.505,"endTime":218.5,"body":"consistently forever and ever."},{"startTime":218.525,"endTime":221.38,"body":"My offers have to stay"},{"startTime":218.525,"endTime":221.38,"body":"the same forever and ever."},{"startTime":221.405,"endTime":224.36,"body":"My target client has to stay"},{"startTime":221.405,"endTime":224.36,"body":"the same forever and ever."},{"startTime":224.385,"endTime":226.22,"body":"And that's just simply not true."},{"startTime":226.245,"endTime":227.94,"body":"It really should all be evolving."},{"startTime":227.965,"endTime":232.42,"body":"Like, yes, we need consistency,"},{"startTime":227.965,"endTime":232.42,"body":"but that can evolve."},{"startTime":232.445,"endTime":238.18,"body":"As long as you're consistent for a good"},{"startTime":232.445,"endTime":238.18,"body":"chunk of time, then evolution is great."},{"startTime":238.205,"endTime":239.12,"body":"Evolution is fine."},{"startTime":239.145,"endTime":243.0,"body":"And honestly, every Really,"},{"startTime":239.145,"endTime":243.0,"body":"every 6 to 12 months, your brand should be"},{"startTime":243.025,"endTime":249.76,"body":"undergoing a transformation and a"},{"startTime":243.025,"endTime":249.76,"body":"metamorphosis and emerging from a cocoon"},{"startTime":249.785,"endTime":252.5,"body":"and becoming a different"},{"startTime":249.785,"endTime":252.5,"body":"next level version of itself."},{"startTime":252.525,"endTime":255.48,"body":"That is what a good brand does."},{"startTime":255.505,"endTime":258.18,"body":"That's what a successful brand does."},{"startTime":258.205,"endTime":263.18,"body":"And if you want to continue to see growth"},{"startTime":258.205,"endTime":263.18,"body":"in your brand, it should change because"},{"startTime":263.205,"endTime":266.64,"body":"just like you are changing year on year,"},{"startTime":263.205,"endTime":266.64,"body":"you are not the same"},{"startTime":266.665,"endTime":267.935,"body":"person you were last year."},{"startTime":267.96,"endTime":269.4,"body":"Things have changed, things are different."},{"startTime":269.425,"endTime":272.18,"body":"You've got more knowledge,"},{"startTime":269.425,"endTime":272.18,"body":"experience, all the things."},{"startTime":272.205,"endTime":274.98,"body":"Your brand is the same."},{"startTime":275.005,"endTime":276.94,"body":"Your brand needs to keep evolving."},{"startTime":276.965,"endTime":278.76,"body":"It needs to keep up with you."},{"startTime":278.785,"endTime":280.82,"body":"It needs to keep up with the landscape."},{"startTime":280.845,"endTime":284.78,"body":"It needs to keep up with how our"},{"startTime":280.845,"endTime":284.78,"body":"audience is changing as well."},{"startTime":284.805,"endTime":288.68,"body":"So There's a lot of things that we can"},{"startTime":284.805,"endTime":288.68,"body":"change about our brand year on year."},{"startTime":288.705,"endTime":291.98,"body":"Now, I'm not saying to change things just"},{"startTime":288.705,"endTime":291.98,"body":"for the sake of it, because"},{"startTime":292.005,"endTime":294.1,"body":"that's not ideal either."},{"startTime":294.125,"endTime":298.16,"body":"But I mean, we need to"},{"startTime":294.125,"endTime":298.16,"body":"audit these things, at least at the end of"},{"startTime":298.185,"endTime":302.7,"body":"every year, in my opinion, in order to"},{"startTime":298.185,"endTime":302.7,"body":"see, okay, actually this is sticky,"},{"startTime":302.725,"endTime":306.34,"body":"this is not feeling right or this is not"},{"startTime":302.725,"endTime":306.34,"body":"producing results"},{"startTime":306.365,"endTime":312.0,"body":"or this is no longer in alignment with"},{"startTime":306.365,"endTime":312.0,"body":"the vision for the brand, whatever it is."},{"startTime":312.025,"endTime":315.66,"body":"We need to audit these things so we can"},{"startTime":312.025,"endTime":315.66,"body":"actually see what does need to change"},{"startTime":315.685,"endTime":320.88,"body":"for the next year, because I am quite sure"},{"startTime":315.685,"endTime":320.88,"body":"that most of you listening should change"},{"startTime":320.905,"endTime":324.66,"body":"at least one of these categories"},{"startTime":320.905,"endTime":324.66,"body":"I'm going to chat you through."},{"startTime":324.685,"endTime":329.935,"body":"Really, if all three of these are staying"},{"startTime":324.685,"endTime":329.935,"body":"absolutely identical in 2025, we"},{"startTime":329.96,"endTime":331.46,"body":"probably have a bit of a problem."},{"startTime":331.485,"endTime":336.48,"body":"So let me run you through the three"},{"startTime":331.485,"endTime":336.48,"body":"categories that I want you to look at and"},{"startTime":336.505,"endTime":340.86,"body":"that I will be looking at with my brand at"},{"startTime":336.505,"endTime":340.86,"body":"the end of this year in order to make it"},{"startTime":340.885,"endTime":345.18,"body":"bigger and better and bolder for 2025."},{"startTime":345.205,"endTime":349.66,"body":"Okay, so the first one that I want you to"},{"startTime":345.205,"endTime":349.66,"body":"look at, it's an amalgamation of"},{"startTime":349.685,"endTime":351.64,"body":"three different categories, actually."},{"startTime":351.665,"endTime":357.06,"body":"But I want you to look at your processes,"},{"startTime":351.665,"endTime":357.06,"body":"your experience and your services."},{"startTime":357.085,"endTime":360.08,"body":"And obviously for a product based"},{"startTime":357.085,"endTime":360.08,"body":"business, you can change Change"},{"startTime":360.105,"endTime":361.82,"body":"that out with your products."},{"startTime":361.845,"endTime":366.06,"body":"But I think this is particularly important"},{"startTime":361.845,"endTime":366.06,"body":"for service based businesses because"},{"startTime":366.085,"endTime":370.34,"body":"some of your services can probably be"},{"startTime":366.085,"endTime":370.34,"body":"scrapped, honestly."},{"startTime":370.365,"endTime":373.38,"body":"Some can be tweaked,"},{"startTime":370.365,"endTime":373.38,"body":"some can be made better."},{"startTime":373.405,"endTime":379.4,"body":"So when I talk about, let's look over your"},{"startTime":373.405,"endTime":379.4,"body":"services and see where you can improve"},{"startTime":379.425,"endTime":382.82,"body":"things, what you need"},{"startTime":379.425,"endTime":382.82,"body":"to remove, all of that."},{"startTime":382.845,"endTime":388.54,"body":"I'm really talking about, okay, let's"},{"startTime":382.845,"endTime":388.54,"body":"lay out everything that you offer."},{"startTime":388.565,"endTime":391.7,"body":"Even things like freebies"},{"startTime":388.565,"endTime":391.7,"body":"and low-ticket offers."},{"startTime":391.725,"endTime":396.76,"body":"So I want you to list out everything that"},{"startTime":391.725,"endTime":396.76,"body":"you offer and look at, okay,"},{"startTime":396.88,"endTime":399.26,"body":"how many people am I getting"},{"startTime":396.88,"endTime":399.26,"body":"into each of these things?"},{"startTime":399.285,"endTime":402.28,"body":"I also want you to list prices as well,"},{"startTime":399.285,"endTime":402.28,"body":"how much you're charging for each of these"},{"startTime":402.305,"endTime":407.06,"body":"things and how much time"},{"startTime":402.305,"endTime":407.06,"body":"each one of them takes you."},{"startTime":407.085,"endTime":411.12,"body":"This is really important for us to be able"},{"startTime":407.085,"endTime":411.12,"body":"to tell how profitable the offers are"},{"startTime":411.145,"endTime":414.04,"body":"because this is something"},{"startTime":411.145,"endTime":414.04,"body":"that I find very common."},{"startTime":414.065,"endTime":416.495,"body":"I do a lot of coaching"},{"startTime":414.065,"endTime":416.495,"body":"with other designers."},{"startTime":416.52,"endTime":419.12,"body":"So even if you're not a designer,"},{"startTime":416.52,"endTime":419.12,"body":"this is applicable to you."},{"startTime":419.145,"endTime":425.0,"body":"If you are in a service-based business,"},{"startTime":419.145,"endTime":425.0,"body":"if you are spending a lot of time on a"},{"startTime":425.025,"endTime":430.295,"body":"project, even if it has a nice"},{"startTime":425.025,"endTime":430.295,"body":"dollar amount attached to it, if we"},{"startTime":430.32,"endTime":433.2,"body":"actually calculated it out, it's not"},{"startTime":430.32,"endTime":433.2,"body":"profitable because you're ending"},{"startTime":433.225,"endTime":434.78,"body":"up earning like $10 an hour."},{"startTime":434.805,"endTime":438.495,"body":"Just for example, I see this a lot in the"},{"startTime":434.805,"endTime":438.495,"body":"design industry and I know it"},{"startTime":438.52,"endTime":439.78,"body":"happens in other industries too."},{"startTime":439.805,"endTime":442.86,"body":"So we really need to look at"},{"startTime":439.805,"endTime":442.86,"body":"the profitability of our offers."},{"startTime":442.885,"endTime":446.76,"body":"We need to look at"},{"startTime":442.885,"endTime":446.76,"body":"which ones are not getting traction, which"},{"startTime":446.785,"endTime":449.32,"body":"ones are just stagnant sitting there."},{"startTime":449.345,"endTime":451.58,"body":"It's really hard sell people into them."},{"startTime":451.605,"endTime":453.66,"body":"And then we need to explore why that is."},{"startTime":453.685,"endTime":455.7,"body":"Why are people not"},{"startTime":453.685,"endTime":455.7,"body":"booking into this offer?"},{"startTime":455.725,"endTime":457.5,"body":"Why people are not buying this?"},{"startTime":457.525,"endTime":459.935,"body":"Like, oh, I thought it was a great offer."},{"startTime":459.96,"endTime":461.74,"body":"I thought there was"},{"startTime":459.96,"endTime":461.74,"body":"really something there."},{"startTime":461.765,"endTime":466.46,"body":"But then we need to look at, okay, if it's"},{"startTime":461.765,"endTime":466.46,"body":"not selling, there's a problem with it."},{"startTime":466.485,"endTime":472.18,"body":"And the problem could be another one"},{"startTime":466.485,"endTime":472.18,"body":"of your offers is cannibalising it."},{"startTime":472.205,"endTime":476.94,"body":"It could be your messaging"},{"startTime":472.205,"endTime":476.94,"body":"is trash around it."},{"startTime":476.965,"endTime":481.08,"body":"It could be the pricing is really"},{"startTime":476.965,"endTime":481.08,"body":"off with that particular thing."},{"startTime":481.105,"endTime":487.535,"body":"It could be that service or that package"},{"startTime":481.105,"endTime":487.535,"body":"is not really fitting anywhere"},{"startTime":487.56,"endTime":488.38,"body":"in your business model."},{"startTime":488.405,"endTime":491.22,"body":"It's random or it's for a completely"},{"startTime":488.405,"endTime":491.22,"body":"different target audience."},{"startTime":491.245,"endTime":493.58,"body":"Maybe we haven't identified that."},{"startTime":493.605,"endTime":497.72,"body":"So really looking at Okay, for my"},{"startTime":493.605,"endTime":497.72,"body":"services, which ones are bringing in the"},{"startTime":497.745,"endTime":500.98,"body":"most money, which ones are using most of"},{"startTime":497.745,"endTime":500.98,"body":"my time, which ones can I"},{"startTime":501.005,"endTime":503.46,"body":"automate or simplify more?"},{"startTime":503.485,"endTime":509.34,"body":"What can I remove to make my service"},{"startTime":503.485,"endTime":509.34,"body":"suite more streamlined and simple?"},{"startTime":509.365,"endTime":511.18,"body":"I love streamlined and simple."},{"startTime":511.205,"endTime":516.055,"body":"If you know me, I'm all about simplifying"},{"startTime":511.205,"endTime":516.055,"body":"as much as possible"},{"startTime":516.08,"endTime":517.9,"body":"because business is hard enough already."},{"startTime":517.925,"endTime":519.82,"body":"Building a brand is already hard."},{"startTime":519.845,"endTime":521.58,"body":"Let's simplify what we can."},{"startTime":521.605,"endTime":525.34,"body":"A lot of the time that can"},{"startTime":521.605,"endTime":525.34,"body":"mean removing services."},{"startTime":525.365,"endTime":529.52,"body":"Now, we might identify a gap in our"},{"startTime":525.365,"endTime":529.52,"body":"service suite when we're doing this, where"},{"startTime":529.545,"endTime":533.32,"body":"we actually need some bridging package."},{"startTime":533.345,"endTime":537.26,"body":"We might have a low ticket offer and then"},{"startTime":533.345,"endTime":537.26,"body":"a really high ticket offer,"},{"startTime":537.285,"endTime":539.46,"body":"but we're struggling to bridge that gap."},{"startTime":539.485,"endTime":542.52,"body":"And Maybe we're getting a lot of people"},{"startTime":539.485,"endTime":542.52,"body":"into the low ticket, but no"},{"startTime":542.545,"endTime":544.255,"body":"one's going into our high ticket."},{"startTime":544.28,"endTime":545.94,"body":"We might need something"},{"startTime":544.28,"endTime":545.94,"body":"to bridge the gap there."},{"startTime":545.965,"endTime":547.86,"body":"So we could look at"},{"startTime":545.965,"endTime":547.86,"body":"potentially filling the gap."},{"startTime":547.885,"endTime":552.7,"body":"But I want you to look at simplifying"},{"startTime":547.885,"endTime":552.7,"body":"before you look at adding things, ideally."},{"startTime":552.725,"endTime":557.64,"body":"So that's the first area I want you"},{"startTime":552.725,"endTime":557.64,"body":"to look at within the first category."},{"startTime":557.665,"endTime":562.215,"body":"So as I said, there's like three"},{"startTime":557.665,"endTime":562.215,"body":"subcategories in this first category."},{"startTime":562.24,"endTime":563.82,"body":"But that's what I'm going"},{"startTime":562.24,"endTime":563.82,"body":"to be doing with mine."},{"startTime":563.845,"endTime":567.38,"body":"So I'm going to be looking at,"},{"startTime":563.845,"endTime":567.38,"body":"here are all my services,"},{"startTime":567.405,"endTime":569.04,"body":"what's selling, what's working."},{"startTime":569.065,"endTime":571.7,"body":"And also another Another"},{"startTime":569.065,"endTime":571.7,"body":"thing I forgot to add in here."},{"startTime":571.725,"endTime":573.54,"body":"Do you actually like it?"},{"startTime":573.565,"endTime":575.46,"body":"Do you like it?"},{"startTime":575.485,"endTime":581.12,"body":"This is so important because"},{"startTime":575.485,"endTime":581.12,"body":"I already know I haven't done this audit"},{"startTime":581.145,"endTime":588.24,"body":"yet, but I'm already thinking of"},{"startTime":581.145,"endTime":588.24,"body":"It's not a whole service, but there's a"},{"startTime":588.265,"endTime":591.76,"body":"part of one of my services that I"},{"startTime":588.265,"endTime":591.76,"body":"don't love and I don't really enjoy."},{"startTime":591.785,"endTime":597.38,"body":"And when I come to doing it, I'm like, oh,"},{"startTime":591.785,"endTime":597.38,"body":"I put it off, I procrastinate it."},{"startTime":597.405,"endTime":598.44,"body":"That's ridiculous."},{"startTime":598.465,"endTime":600.66,"body":"Why do I have that in there?"},{"startTime":598.465,"endTime":600.66,"body":"It's my business."},{"startTime":600.685,"endTime":602.28,"body":"It doesn't have to be in there."},{"startTime":602.305,"endTime":607.22,"body":"I want all of my services to be so"},{"startTime":602.305,"endTime":607.22,"body":"exciting, to feel so fun,"},{"startTime":607.245,"endTime":610.135,"body":"so seamless when I'm completing them."},{"startTime":610.16,"endTime":612.12,"body":"I want the clients to feel"},{"startTime":610.16,"endTime":612.12,"body":"like that as well, obviously."},{"startTime":612.145,"endTime":616.98,"body":"But also for me, as the person who's"},{"startTime":612.145,"endTime":616.98,"body":"fulfilling all of this stuff all the time."},{"startTime":617.005,"endTime":619.2,"body":"So I'm going to be laying"},{"startTime":617.005,"endTime":619.2,"body":"all of my services out."},{"startTime":619.225,"endTime":622.48,"body":"I'm going to be going through this audit"},{"startTime":619.225,"endTime":622.48,"body":"process, figuring out what needs"},{"startTime":622.505,"endTime":623.6,"body":"to shift, what needs to change."},{"startTime":623.625,"endTime":625.26,"body":"Am I adding a new service?"},{"startTime":625.285,"endTime":627.02,"body":"Am I removing something?"},{"startTime":627.045,"endTime":629.48,"body":"Am I changing deliverables?"},{"startTime":627.045,"endTime":629.48,"body":"Am I changing pricing?"},{"startTime":629.505,"endTime":631.82,"body":"Probably yes to most"},{"startTime":629.505,"endTime":631.82,"body":"of the above, honestly."},{"startTime":631.845,"endTime":635.66,"body":"I am going to be doing a few changes"},{"startTime":631.845,"endTime":635.66,"body":"for the new year, which is exciting."},{"startTime":635.685,"endTime":639.175,"body":"But I need to go through this order"},{"startTime":635.685,"endTime":639.175,"body":"process to see what actually needs to"},{"startTime":639.2,"endTime":642.28,"body":"change instead of just throwing spaghetti"},{"startTime":639.2,"endTime":642.28,"body":"at the wall and changing things at the"},{"startTime":642.305,"endTime":648.02,"body":"drop of a hat and not actually looking at"},{"startTime":642.305,"endTime":648.02,"body":"it holistically, not looking at it"},{"startTime":648.045,"endTime":654.04,"body":"top down and seeing how this service is"},{"startTime":648.045,"endTime":654.04,"body":"working in the context of the rest of my"},{"startTime":654.065,"endTime":658.98,"body":"offer suite instead of just going in"},{"startTime":654.065,"endTime":658.98,"body":"and changing one service randomly."},{"startTime":659.005,"endTime":661.26,"body":"So that's the first"},{"startTime":659.005,"endTime":661.26,"body":"area I want to look at."},{"startTime":661.285,"endTime":663.34,"body":"Second one is processes."},{"startTime":663.365,"endTime":667.66,"body":"So how are we fulfilling work?"},{"startTime":667.685,"endTime":669.94,"body":"How are we doing the work?"},{"startTime":669.965,"endTime":676.42,"body":"How are we creating"},{"startTime":669.965,"endTime":676.42,"body":"results for our clients?"},{"startTime":676.445,"endTime":681.82,"body":"Where in these processes can we, I"},{"startTime":676.445,"endTime":681.82,"body":"mentioned this a little bit earlier,"},{"startTime":681.845,"endTime":684.26,"body":"where can we automate things?"},{"startTime":684.285,"endTime":689.12,"body":"If you are still sending out like manual"},{"startTime":684.285,"endTime":689.12,"body":"invoices or contract, you're still"},{"startTime":689.145,"endTime":691.22,"body":"manually putting So the contracts."},{"startTime":691.245,"endTime":693.12,"body":"Can we automate that?"},{"startTime":691.245,"endTime":693.12,"body":"Yes, we can."},{"startTime":693.145,"endTime":694.135,"body":"So we should."},{"startTime":694.16,"endTime":696.2,"body":"And there's many other areas"},{"startTime":694.16,"endTime":696.2,"body":"we can automate as well."},{"startTime":696.225,"endTime":700.14,"body":"But I want you to be looking at like,"},{"startTime":696.225,"endTime":700.14,"body":"where can I reduce the time spent on this"},{"startTime":700.165,"endTime":704.455,"body":"particular process while still getting"},{"startTime":700.165,"endTime":704.455,"body":"the same level of result for my client?"},{"startTime":704.48,"endTime":707.62,"body":"Because obviously we don't want to"},{"startTime":704.48,"endTime":707.62,"body":"jeopardise the results that we're getting."},{"startTime":707.645,"endTime":714.62,"body":"But we want to ideally have your processes"},{"startTime":707.645,"endTime":714.62,"body":"be, again, more streamlined"},{"startTime":714.645,"endTime":718.94,"body":"and more simple because that's going to be"},{"startTime":714.645,"endTime":718.94,"body":"better in the long run for your business"},{"startTime":718.965,"endTime":723.02,"body":"and your brand and you as"},{"startTime":718.965,"endTime":723.02,"body":"well as the business owner."},{"startTime":723.045,"endTime":724.54,"body":"So looking at your processes."},{"startTime":724.565,"endTime":728.96,"body":"And while you're doing that, I want you to"},{"startTime":724.565,"endTime":728.96,"body":"really look at, can I bring in, if I don't"},{"startTime":728.985,"endTime":733.0,"body":"have one already, can I"},{"startTime":728.985,"endTime":733.0,"body":"create or bring in some signature"},{"startTime":733.025,"endTime":736.86,"body":"framework or signature process that"},{"startTime":733.025,"endTime":736.86,"body":"people can then tie into my brand."},{"startTime":736.885,"endTime":741.32,"body":"This is about brand building here, having"},{"startTime":736.885,"endTime":741.32,"body":"a signature process, signature"},{"startTime":741.345,"endTime":744.1,"body":"framework that you take clients through."},{"startTime":744.125,"endTime":747.52,"body":"That is a big part of your brand because"},{"startTime":744.125,"endTime":747.52,"body":"that's something that people will"},{"startTime":747.545,"endTime":750.78,"body":"start to recognise alongside brand."},{"startTime":750.805,"endTime":756.02,"body":"It's one of those brand anchors that can"},{"startTime":750.805,"endTime":756.02,"body":"build loyalty and build trust."},{"startTime":756.045,"endTime":759.4,"body":"So if you don't have one, I would really"},{"startTime":756.045,"endTime":759.4,"body":"encourage you to see if you can"},{"startTime":759.425,"endTime":762.14,"body":"create some process or framework."},{"startTime":762.165,"endTime":764.255,"body":"And if you do have one,"},{"startTime":762.165,"endTime":764.255,"body":"does it need tweaks?"},{"startTime":764.28,"endTime":767.14,"body":"Does it need refined I want you to have a"},{"startTime":764.28,"endTime":767.14,"body":"look at it and see if it's"},{"startTime":767.165,"endTime":769.26,"body":"feeling good to you or not."},{"startTime":769.285,"endTime":771.215,"body":"So I'm going to be doing that as well."},{"startTime":771.24,"endTime":774.4,"body":"I'm going to be looking at my processes"},{"startTime":771.24,"endTime":774.4,"body":"for all of my packages and all of the"},{"startTime":774.425,"endTime":778.8,"body":"things that I do in my business,"},{"startTime":774.425,"endTime":778.8,"body":"front-end and back-end, but particularly"},{"startTime":778.825,"endTime":783.54,"body":"front-end, the things that tie into my"},{"startTime":778.825,"endTime":783.54,"body":"brand and that my clients"},{"startTime":783.565,"endTime":785.1,"body":"experience as well."},{"startTime":785.125,"endTime":788.74,"body":"And that leads me on to the third point in"},{"startTime":785.125,"endTime":788.74,"body":"this first category, which is"},{"startTime":788.765,"endTime":790.3,"body":"the overall experience."},{"startTime":790.325,"endTime":795.66,"body":"So start to finish your client experience,"},{"startTime":790.325,"endTime":795.66,"body":"what they go through,"},{"startTime":795.685,"endTime":797.26,"body":"all the different touch points."},{"startTime":797.285,"endTime":801.1,"body":"We really need to look at that year on"},{"startTime":797.285,"endTime":801.1,"body":"year because every year there really"},{"startTime":801.125,"endTime":804.98,"body":"probably will be some things that we can"},{"startTime":801.125,"endTime":804.98,"body":"either add, we can remove, we can"},{"startTime":805.005,"endTime":809.695,"body":"streamline, we can tweak"},{"startTime":805.005,"endTime":809.695,"body":"to make that experience better."},{"startTime":809.72,"endTime":813.2,"body":"So I'm going to be mapping out my whole"},{"startTime":809.72,"endTime":813.2,"body":"client experience from start to finish."},{"startTime":813.225,"endTime":818.9,"body":"Start being before they even inquire with"},{"startTime":813.225,"endTime":818.9,"body":"me, when they land on my Instagram,"},{"startTime":818.925,"endTime":821.36,"body":"what is the journey for them?"},{"startTime":818.925,"endTime":821.36,"body":"What are they seeing?"},{"startTime":821.385,"endTime":823.495,"body":"Where would they naturally go next?"},{"startTime":823.52,"endTime":826.36,"body":"And is that providing all the necessary"},{"startTime":823.52,"endTime":826.36,"body":"information for them and"},{"startTime":826.385,"endTime":828.62,"body":"making them want to inquire."},{"startTime":828.645,"endTime":833.46,"body":"So I'm really looking at pre-inquiry, and"},{"startTime":828.645,"endTime":833.46,"body":"that's the start of the process,"},{"startTime":833.485,"endTime":837.46,"body":"to the end of the process, which is"},{"startTime":833.485,"endTime":837.46,"body":"leaving feedback,"},{"startTime":837.485,"endTime":839.58,"body":"testimonials, all that thing."},{"startTime":839.605,"endTime":843.12,"body":"So from start to finish, what are all"},{"startTime":839.605,"endTime":843.12,"body":"those touch points in between that the"},{"startTime":843.145,"endTime":847.295,"body":"client is going to interact with and how"},{"startTime":843.145,"endTime":847.295,"body":"can I make those better or how"},{"startTime":847.32,"endTime":848.28,"body":"can I make them more simple?"},{"startTime":848.305,"endTime":851.84,"body":"Because a lot of the time I do see as well"},{"startTime":848.305,"endTime":851.84,"body":"with people's client experiences."},{"startTime":851.865,"endTime":857.18,"body":"And I've witnessed this firsthand when"},{"startTime":851.865,"endTime":857.18,"body":"I've looked to work with other people is"},{"startTime":857.205,"endTime":860.535,"body":"the process can be really complicated,"},{"startTime":857.205,"endTime":860.535,"body":"like way more complicated"},{"startTime":860.56,"endTime":862.18,"body":"than it needs to be."},{"startTime":860.56,"endTime":862.18,"body":"And that's a huge turn off."},{"startTime":862.205,"endTime":866.82,"body":"So I really want you to map all of that"},{"startTime":862.205,"endTime":866.82,"body":"out, look at all the touch points,"},{"startTime":866.845,"endTime":868.24,"body":"see what needs to be refined."},{"startTime":868.265,"endTime":872.52,"body":"And there might be some touch points in"},{"startTime":868.265,"endTime":872.52,"body":"that process where you're like, oh, I send"},{"startTime":872.545,"endTime":877.135,"body":"out this welcome guide, but it's"},{"startTime":872.545,"endTime":877.135,"body":"in random colours and it"},{"startTime":877.16,"endTime":878.46,"body":"doesn't match my brand at all."},{"startTime":878.485,"endTime":881.175,"body":"And I've just been sending"},{"startTime":878.485,"endTime":881.175,"body":"this out to people."},{"startTime":881.2,"endTime":884.2,"body":"And now is the time to make a change and"},{"startTime":881.2,"endTime":884.2,"body":"go, okay, I'm going to make sure this"},{"startTime":884.225,"endTime":887.52,"body":"welcome guide is in full alignment with"},{"startTime":884.225,"endTime":887.52,"body":"the rest of my brain and everything"},{"startTime":887.545,"endTime":890.18,"body":"else I'm sending out to the clients."},{"startTime":890.205,"endTime":892.775,"body":"So that's a really good"},{"startTime":890.205,"endTime":892.775,"body":"time to audit that."},{"startTime":892.8,"endTime":894.44,"body":"Okay, so that covers the first category."},{"startTime":894.465,"endTime":899.94,"body":"That was a bit long, but the next two"},{"startTime":894.465,"endTime":899.94,"body":"categories are not as intense, I promise."},{"startTime":899.965,"endTime":903.7,"body":"Okay, so the second one that I really want"},{"startTime":899.965,"endTime":903.7,"body":"you to look over, and this"},{"startTime":903.725,"endTime":907.34,"body":"one, honestly, everyone should"},{"startTime":903.725,"endTime":907.34,"body":"be making changes on this one."},{"startTime":907.365,"endTime":911.18,"body":"Even if you don't make any changes to the"},{"startTime":907.365,"endTime":911.18,"body":"first and the third categories,"},{"startTime":911.205,"endTime":916.5,"body":"I fully believe that you should definitely"},{"startTime":911.205,"endTime":916.5,"body":"be making some change to this one."},{"startTime":916.525,"endTime":918.5,"body":"So what actually is it?"},{"startTime":918.525,"endTime":920.58,"body":"It is your messaging."},{"startTime":920.605,"endTime":925.66,"body":"Wow, I'm sure you weren't expecting me to"},{"startTime":920.605,"endTime":925.66,"body":"say that at any point during this episode."},{"startTime":925.685,"endTime":931.86,"body":"So with your messaging, I really want you"},{"startTime":925.685,"endTime":931.86,"body":"to look at your overall messaging"},{"startTime":931.885,"endTime":936.415,"body":"strategy, I really want you to look at,"},{"startTime":931.885,"endTime":936.415,"body":"is it performing?"},{"startTime":936.44,"endTime":939.28,"body":"You will know if your messaging is"},{"startTime":936.44,"endTime":939.28,"body":"performing or not because it has a"},{"startTime":939.305,"endTime":942.5,"body":"direct correlation on your sales."},{"startTime":942.525,"endTime":945.56,"body":"Obviously, there's a lot of things that go"},{"startTime":942.525,"endTime":945.56,"body":"into why you might or"},{"startTime":945.585,"endTime":947.54,"body":"might not be making sales."},{"startTime":947.565,"endTime":950.66,"body":"Obviously, we need visibility"},{"startTime":947.565,"endTime":950.66,"body":"first and foremost."},{"startTime":950.685,"endTime":956.4,"body":"But after visibility, messaging plays an"},{"startTime":950.685,"endTime":956.4,"body":"enormous role in whether or not we are"},{"startTime":956.425,"endTime":960.0,"body":"making money in our business, because"},{"startTime":956.425,"endTime":960.0,"body":"messaging is the thing that community"},{"startTime":960.025,"endTime":962.88,"body":"communicates with our ideal client."},{"startTime":962.905,"endTime":967.26,"body":"And if they're not feeling seen, heard and"},{"startTime":962.905,"endTime":967.26,"body":"understood by your messaging,"},{"startTime":967.285,"endTime":968.98,"body":"they're not going to buy from you."},{"startTime":969.005,"endTime":972.495,"body":"So if you are"},{"startTime":969.005,"endTime":972.495,"body":"getting visible, so for example, you've"},{"startTime":972.52,"endTime":974.96,"body":"got followers, you've got people looking"},{"startTime":972.52,"endTime":974.96,"body":"at your stories, You've got"},{"startTime":974.985,"endTime":977.095,"body":"people on your email list."},{"startTime":977.12,"endTime":979.44,"body":"Your reels are getting pushed out like"},{"startTime":977.12,"endTime":979.44,"body":"you're getting a decent"},{"startTime":979.465,"endTime":981.26,"body":"number of views, whatever."},{"startTime":981.285,"endTime":986.22,"body":"But you're not seeing many people inquire,"},{"startTime":981.285,"endTime":986.22,"body":"you're not seeing many people"},{"startTime":986.245,"endTime":989.06,"body":"purchase from you, whatever it is."},{"startTime":989.085,"endTime":992.58,"body":"It's highly likely the problem"},{"startTime":989.085,"endTime":992.58,"body":"is with your messaging."},{"startTime":992.605,"endTime":998.62,"body":"If you are seeing sales, but it's not"},{"startTime":992.605,"endTime":998.62,"body":"coming from the right target market,"},{"startTime":998.645,"endTime":1000.06,"body":"it's probably your messaging."},{"startTime":1000.085,"endTime":1004.935,"body":"And if you are seeing sales for some"},{"startTime":1000.085,"endTime":1004.935,"body":"offers, but others aren't selling or"},{"startTime":1004.96,"endTime":1008.6,"body":"you're not seeing the amount of sales you"},{"startTime":1004.96,"endTime":1008.6,"body":"want, you are making sales, but you know"},{"startTime":1008.625,"endTime":1011.8,"body":"it should be more,"},{"startTime":1008.625,"endTime":1011.8,"body":"could probably be your messaging as well."},{"startTime":1011.825,"endTime":1012.9,"body":"Highly likely."},{"startTime":1012.925,"endTime":1016.28,"body":"So what I want you to do is go over your"},{"startTime":1012.925,"endTime":1016.28,"body":"messaging strategy and you"},{"startTime":1016.305,"endTime":1017.84,"body":"might be like, what is that?"},{"startTime":1017.865,"endTime":1019.5,"body":"I don't have a messaging strategy."},{"startTime":1019.525,"endTime":1023.04,"body":"Well, that's a problem."},{"startTime":1019.525,"endTime":1023.04,"body":"Plane and simple."},{"startTime":1023.065,"endTime":1024.66,"body":"We need a messaging strategy."},{"startTime":1024.685,"endTime":1030.2,"body":"And what a messaging strategy is,"},{"startTime":1024.685,"endTime":1030.2,"body":"is basically a clear understanding"},{"startTime":1030.225,"endTime":1031.29,"body":"of our target market."},{"startTime":1031.32,"endTime":1034.16,"body":"So a clear understanding of their"},{"startTime":1031.32,"endTime":1034.16,"body":"challenges, what they're going through,"},{"startTime":1034.185,"endTime":1037.96,"body":"their pain points,"},{"startTime":1034.185,"endTime":1037.96,"body":"a clear understanding of their goals,"},{"startTime":1037.985,"endTime":1041.05,"body":"dreams and desires,"},{"startTime":1037.985,"endTime":1041.05,"body":"a clear understanding of how they're"},{"startTime":1041.08,"endTime":1045.0,"body":"feeling and experiencing things,"},{"startTime":1041.08,"endTime":1045.0,"body":"a clear understanding of their knowledge"},{"startTime":1045.025,"endTime":1048.68,"body":"gap between those two things, like"},{"startTime":1045.025,"endTime":1048.68,"body":"their pain points and their dreams."},{"startTime":1048.705,"endTime":1051.25,"body":"There's a knowledge gap."},{"startTime":1048.705,"endTime":1051.25,"body":"We need to know what that is."},{"startTime":1051.28,"endTime":1055.64,"body":"And then we also need to know the"},{"startTime":1051.28,"endTime":1055.64,"body":"personality and the language that"},{"startTime":1055.665,"endTime":1057.88,"body":"they're going to respond best to."},{"startTime":1057.905,"endTime":1061.46,"body":"So how are we going to actually"},{"startTime":1057.905,"endTime":1061.46,"body":"communicate our messages to them?"},{"startTime":1061.485,"endTime":1063.22,"body":"What words are we going to use?"},{"startTime":1063.245,"endTime":1064.94,"body":"What tone of voice?"},{"startTime":1064.965,"endTime":1066.57,"body":"That thing."},{"startTime":1066.6,"endTime":1068.96,"body":"And then ideally, another part of the"},{"startTime":1066.6,"endTime":1068.96,"body":"messaging strategy is"},{"startTime":1068.985,"endTime":1070.88,"body":"incorporating ourselves into it."},{"startTime":1070.905,"endTime":1075.16,"body":"So our own personality, the way that we"},{"startTime":1070.905,"endTime":1075.16,"body":"speak, the words, the emojis that we like"},{"startTime":1075.185,"endTime":1079.92,"body":"to use,"},{"startTime":1075.185,"endTime":1079.92,"body":"the way that we type, our mannerisms, all"},{"startTime":1079.945,"endTime":1082.44,"body":"that thing, integrating that in as well."},{"startTime":1082.465,"endTime":1086.24,"body":"And obviously this is only applicable if"},{"startTime":1082.465,"endTime":1086.24,"body":"you are building a mixture of a"},{"startTime":1086.265,"endTime":1088.46,"body":"business brand and a personal brand."},{"startTime":1088.485,"endTime":1094.38,"body":"If you have a large team and you are not"},{"startTime":1088.485,"endTime":1094.38,"body":"the face of the business, all that thing,"},{"startTime":1094.405,"endTime":1096.53,"body":"that's not going to be"},{"startTime":1094.405,"endTime":1096.53,"body":"as applicable to you."},{"startTime":1096.56,"endTime":1102.24,"body":"But if you're a solopreneur or just have a"},{"startTime":1096.56,"endTime":1102.24,"body":"small team and you are the face and you"},{"startTime":1102.265,"endTime":1106.76,"body":"are the person that people are connecting"},{"startTime":1102.265,"endTime":1106.76,"body":"with on socials, then I would highly"},{"startTime":1106.785,"endTime":1112.7,"body":"recommend, yes, we integrate some of your"},{"startTime":1106.785,"endTime":1112.7,"body":"own essence into your messaging strategy."},{"startTime":1112.725,"endTime":1116.01,"body":"So that's what I would mainly be looking"},{"startTime":1112.725,"endTime":1116.01,"body":"at in terms of developing a"},{"startTime":1116.04,"endTime":1118.33,"body":"baseline messaging strategy."},{"startTime":1118.36,"endTime":1122.16,"body":"So if you don't have one, then I would"},{"startTime":1118.36,"endTime":1122.16,"body":"look at those areas now that I just"},{"startTime":1122.185,"endTime":1125.7,"body":"mentioned and start to put"},{"startTime":1122.185,"endTime":1125.7,"body":"together a bit of a strategy there."},{"startTime":1125.725,"endTime":1130.52,"body":"But what I do want you to look at,"},{"startTime":1125.725,"endTime":1130.52,"body":"whether or not you have a proper messaging"},{"startTime":1130.545,"endTime":1137.48,"body":"strategy is, do I really clearly know"},{"startTime":1130.545,"endTime":1137.48,"body":"about my dream client and am I"},{"startTime":1137.505,"endTime":1141.72,"body":"communicating that properly to them or am"},{"startTime":1137.505,"endTime":1141.72,"body":"I just Am I coming up with stuff randomly?"},{"startTime":1141.745,"endTime":1143.7,"body":"Am I making things up in my head?"},{"startTime":1143.725,"endTime":1146.94,"body":"Am I just saying whatever"},{"startTime":1143.725,"endTime":1146.94,"body":"pops into my mind?"},{"startTime":1146.965,"endTime":1151.12,"body":"I'm not saying you can't do that, but if"},{"startTime":1146.965,"endTime":1151.12,"body":"you want to be targeting the right people"},{"startTime":1151.145,"endTime":1155.535,"body":"and have them feel really attracted and"},{"startTime":1151.145,"endTime":1155.535,"body":"magnetised to what it is that you sell, we"},{"startTime":1155.56,"endTime":1159.04,"body":"need to innately understand them inside"},{"startTime":1155.56,"endTime":1159.04,"body":"and out so then we can actually infuse"},{"startTime":1159.065,"endTime":1162.735,"body":"that into our messaging and show them"},{"startTime":1159.065,"endTime":1162.735,"body":"that we understand them inside and out."},{"startTime":1162.76,"endTime":1164.6,"body":"They're not going to know"},{"startTime":1162.76,"endTime":1164.6,"body":"that we understand them."},{"startTime":1164.625,"endTime":1167.22,"body":"They're not going to have any idea at all."},{"startTime":1167.245,"endTime":1173.72,"body":"So we really need to go, okay,"},{"startTime":1167.245,"endTime":1173.72,"body":"Even if at the start of 2024, I was really"},{"startTime":1173.745,"endTime":1180.98,"body":"clear on my messaging and what my dream"},{"startTime":1173.745,"endTime":1180.98,"body":"client needed to hear, that's likely"},{"startTime":1181.005,"endTime":1185.25,"body":"going to change for 2025"},{"startTime":1181.005,"endTime":1185.25,"body":"because your business has evolved"},{"startTime":1185.28,"endTime":1187.53,"body":"your clients may have evolved."},{"startTime":1187.56,"endTime":1190.92,"body":"You might have gotten a deeper"},{"startTime":1187.56,"endTime":1190.92,"body":"understanding as the year has gone on"},{"startTime":1190.945,"endTime":1195.62,"body":"about your dream client because you've had"},{"startTime":1190.945,"endTime":1195.62,"body":"more conversations, you've had calls,"},{"startTime":1195.645,"endTime":1199.56,"body":"you've had sales, you've had feedback, all"},{"startTime":1195.645,"endTime":1199.56,"body":"those things that have happened"},{"startTime":1199.585,"endTime":1201.5,"body":"over the the last twelve months."},{"startTime":1201.525,"endTime":1205.42,"body":"We'll play into how we adjust"},{"startTime":1201.525,"endTime":1205.42,"body":"our messaging moving forward."},{"startTime":1205.445,"endTime":1210.72,"body":"And I also want you to think, okay, how"},{"startTime":1205.445,"endTime":1210.72,"body":"has my point of view changed"},{"startTime":1210.745,"endTime":1212.29,"body":"over the last twelve months?"},{"startTime":1212.32,"endTime":1214.44,"body":"What knowledge have I gained?"},{"startTime":1214.465,"endTime":1216.81,"body":"How has my knowledge changed?"},{"startTime":1216.84,"endTime":1220.22,"body":"What experiences have I had"},{"startTime":1216.84,"endTime":1220.22,"body":"over the last 12 months?"},{"startTime":1220.245,"endTime":1225.36,"body":"All these things that can and should play"},{"startTime":1220.245,"endTime":1225.36,"body":"into your messaging, I want you to think"},{"startTime":1225.385,"endTime":1230.495,"body":"on and see how that's changed"},{"startTime":1225.385,"endTime":1230.495,"body":"over the last four months."},{"startTime":1230.52,"endTime":1232.4,"body":"And if you haven't even thought about this"},{"startTime":1230.52,"endTime":1232.4,"body":"at all, I just want you"},{"startTime":1232.425,"endTime":1234.53,"body":"to think about that now."},{"startTime":1232.425,"endTime":1234.53,"body":"What is my point of view?"},{"startTime":1234.56,"endTime":1235.76,"body":"What knowledge do I have?"},{"startTime":1235.785,"endTime":1239.5,"body":"What experiences have I had recently"},{"startTime":1235.785,"endTime":1239.5,"body":"that I can bring into my messaging?"},{"startTime":1239.525,"endTime":1244.33,"body":"Because these things absolutely should be"},{"startTime":1239.525,"endTime":1244.33,"body":"changing as you grow and as you"},{"startTime":1244.36,"endTime":1248.81,"body":"experience more things in business and"},{"startTime":1244.36,"endTime":1248.81,"body":"with your ideal clients,"},{"startTime":1248.84,"endTime":1253.335,"body":"as you learn more things, as you evolve in"},{"startTime":1248.84,"endTime":1253.335,"body":"your own business, your messaging"},{"startTime":1253.36,"endTime":1254.44,"body":"should reflect that as well."},{"startTime":1254.465,"endTime":1259.535,"body":"Because looking back at my Instagram, for"},{"startTime":1254.465,"endTime":1259.535,"body":"example, my Instagram content, I'm"},{"startTime":1259.56,"endTime":1261.81,"body":"contradicting a lot of things"},{"startTime":1259.56,"endTime":1261.81,"body":"that I said two years ago."},{"startTime":1261.84,"endTime":1265.74,"body":"I no longer believe some of the things"},{"startTime":1261.84,"endTime":1265.74,"body":"that I was talking about two years ago."},{"startTime":1265.765,"endTime":1271.575,"body":"And I'm saying different stuff now because"},{"startTime":1265.765,"endTime":1271.575,"body":"I have learned, I've evolved, I have"},{"startTime":1271.6,"endTime":1272.56,"body":"more knowledge, I have more experience."},{"startTime":1272.585,"endTime":1275.25,"body":"My point of view has"},{"startTime":1272.585,"endTime":1275.25,"body":"changed because of that."},{"startTime":1275.28,"endTime":1278.535,"body":"And I'm obviously going to"},{"startTime":1275.28,"endTime":1278.535,"body":"let that show in my messaging."},{"startTime":1278.56,"endTime":1282.24,"body":"I'm not going to keep keeping on with the"},{"startTime":1278.56,"endTime":1282.24,"body":"same messaging I had two years ago, even"},{"startTime":1282.265,"endTime":1286.975,"body":"if deep down I'm not feeling attached to"},{"startTime":1282.265,"endTime":1286.975,"body":"it anymore and I'm not fully believing it"},{"startTime":1287.0,"endTime":1288.98,"body":"because that's doing a"},{"startTime":1287.0,"endTime":1288.98,"body":"disservice for my client."},{"startTime":1289.005,"endTime":1292.86,"body":"So Whilst consistency in messaging is"},{"startTime":1289.005,"endTime":1292.86,"body":"important, you are allowed"},{"startTime":1292.885,"endTime":1294.68,"body":"to contradict yourself."},{"startTime":1294.705,"endTime":1298.535,"body":"You are allowed to change this stuff as"},{"startTime":1294.705,"endTime":1298.535,"body":"time goes by, and your"},{"startTime":1298.56,"endTime":1299.72,"body":"audience deserves as much."},{"startTime":1299.745,"endTime":1304.57,"body":"They deserve to be kept up to date with"},{"startTime":1299.745,"endTime":1304.57,"body":"where your head's at, what your"},{"startTime":1304.6,"endTime":1307.96,"body":"experience have taught you, what knowledge"},{"startTime":1304.6,"endTime":1307.96,"body":"you've gained, what you"},{"startTime":1307.985,"endTime":1309.01,"body":"can pass on to them."},{"startTime":1309.04,"endTime":1313.8,"body":"So please don't be afraid of,"},{"startTime":1309.04,"endTime":1313.8,"body":"like I said, contradicting things you used"},{"startTime":1313.825,"endTime":1317.56,"body":"to say or going off and talking about"},{"startTime":1313.825,"endTime":1317.56,"body":"things that you never used to speak about."},{"startTime":1317.585,"endTime":1321.18,"body":"I want you to feel very aligned to what"},{"startTime":1317.585,"endTime":1321.18,"body":"you're talking about in your messaging."},{"startTime":1321.205,"endTime":1325.62,"body":"It needs to feel like you could talk about"},{"startTime":1321.205,"endTime":1325.62,"body":"that stuff all day, really, because"},{"startTime":1325.645,"endTime":1329.42,"body":"your audience can pick up on"},{"startTime":1325.645,"endTime":1329.42,"body":"if you're just talking about"},{"startTime":1329.445,"endTime":1331.14,"body":"stuff for the sake of it."},{"startTime":1331.165,"endTime":1335.74,"body":"So like I said, this is one area where I"},{"startTime":1331.165,"endTime":1335.74,"body":"really feel like every brand can make"},{"startTime":1335.765,"endTime":1338.935,"body":"changes year on year to their messaging."},{"startTime":1338.96,"endTime":1341.92,"body":"And honestly, even more frequently than"},{"startTime":1338.96,"endTime":1341.92,"body":"that, like every six months, your"},{"startTime":1341.945,"endTime":1345.56,"body":"messaging can and probably should be"},{"startTime":1341.945,"endTime":1345.56,"body":"changing because you're"},{"startTime":1345.585,"endTime":1346.735,"body":"evolving and changing."},{"startTime":1346.76,"endTime":1348.64,"body":"I mean, every day you're"},{"startTime":1346.76,"endTime":1348.64,"body":"evolving and changing."},{"startTime":1348.665,"endTime":1351.52,"body":"But definitely, if you look at over a"},{"startTime":1348.665,"endTime":1351.52,"body":"period of 6 or 12 months, you"},{"startTime":1351.545,"endTime":1355.26,"body":"have grown, you have changed."},{"startTime":1351.545,"endTime":1355.26,"body":"Your business also needs to do the same."},{"startTime":1355.285,"endTime":1359.8,"body":"So it continues to feel really aligned"},{"startTime":1355.285,"endTime":1359.8,"body":"with where you're at, your"},{"startTime":1359.825,"endTime":1361.57,"body":"perspectives, your point of view."},{"startTime":1361.6,"endTime":1365.6,"body":"So you can authentically communicate all"},{"startTime":1361.6,"endTime":1365.6,"body":"of that to your audience And they're"},{"startTime":1365.625,"endTime":1367.33,"body":"going to better connect with that."},{"startTime":1367.36,"endTime":1370.88,"body":"Now, the last thing that I want you to"},{"startTime":1367.36,"endTime":1370.88,"body":"audit and that I'm also going to"},{"startTime":1370.905,"endTime":1373.62,"body":"be auditing is your dream client."},{"startTime":1373.645,"endTime":1375.6,"body":"So this is really, really important."},{"startTime":1375.625,"endTime":1378.98,"body":"And I touched on this in the"},{"startTime":1375.625,"endTime":1378.98,"body":"last point about messaging."},{"startTime":1379.005,"endTime":1386.54,"body":"But the knowledge we have of our dream"},{"startTime":1379.005,"endTime":1386.54,"body":"client really should be changing"},{"startTime":1386.565,"endTime":1391.12,"body":"at least a little bit year on year,"},{"startTime":1386.565,"endTime":1391.12,"body":"because of every year that passes, we"},{"startTime":1391.145,"endTime":1397.135,"body":"should be learning more about our dream"},{"startTime":1391.145,"endTime":1397.135,"body":"client, because ideally we've worked"},{"startTime":1397.16,"endTime":1398.46,"body":"with some of them over the last year."},{"startTime":1398.485,"endTime":1401.04,"body":"And even if we haven't, even if they've"},{"startTime":1398.485,"endTime":1401.04,"body":"not been ideal clients, that"},{"startTime":1401.065,"endTime":1402.22,"body":"teaches us something, too."},{"startTime":1402.245,"endTime":1406.22,"body":"That teaches us about what we don't want"},{"startTime":1402.245,"endTime":1406.22,"body":"and what we don't want to target,"},{"startTime":1406.245,"endTime":1407.9,"body":"who we don't want to target."},{"startTime":1407.925,"endTime":1412.96,"body":"So we can then make that with our"},{"startTime":1407.925,"endTime":1412.96,"body":"messaging and our content and our brand"},{"startTime":1412.985,"endTime":1416.22,"body":"and everything that we are"},{"startTime":1412.985,"endTime":1416.22,"body":"repelling those people."},{"startTime":1416.245,"endTime":1420.05,"body":"The more we know about the non-ideal"},{"startTime":1416.245,"endTime":1420.05,"body":"clients, the more we can repel them."},{"startTime":1420.08,"endTime":1424.015,"body":"So no matter who you've worked with over"},{"startTime":1420.08,"endTime":1424.015,"body":"the last year, you can learn from that."},{"startTime":1424.04,"endTime":1426.64,"body":"But I really want you to think about"},{"startTime":1424.04,"endTime":1426.64,"body":"the things I touched on before."},{"startTime":1426.665,"endTime":1431.96,"body":"So the pain points, the dreams, goals and"},{"startTime":1426.665,"endTime":1431.96,"body":"desires, how your audience is thinking,"},{"startTime":1431.985,"endTime":1436.4,"body":"feeling and experiencing things, what"},{"startTime":1431.985,"endTime":1436.4,"body":"their knowledge gap between point A and"},{"startTime":1436.425,"endTime":1440.16,"body":"point B is, how you help them bridge that"},{"startTime":1436.425,"endTime":1440.16,"body":"knowledge gap, what they"},{"startTime":1440.185,"endTime":1442.54,"body":"need to be hearing right now."},{"startTime":1442.565,"endTime":1447.29,"body":"So this, as I said, infuses into your"},{"startTime":1442.565,"endTime":1447.29,"body":"messaging, infuses into your content,"},{"startTime":1447.32,"endTime":1451.36,"body":"infuses into your brand, infuses even into"},{"startTime":1447.32,"endTime":1451.36,"body":"the services and things"},{"startTime":1451.385,"endTime":1452.375,"body":"that you're selling."},{"startTime":1452.4,"endTime":1456.02,"body":"So it's really important to have a very"},{"startTime":1452.4,"endTime":1456.02,"body":"clear understanding of your ideal client."},{"startTime":1456.045,"endTime":1461.46,"body":"Even if you had a very clear understanding"},{"startTime":1456.045,"endTime":1461.46,"body":"at the start of this year, 2024,"},{"startTime":1461.485,"endTime":1466.04,"body":"I really want you to go back and think,"},{"startTime":1461.485,"endTime":1466.04,"body":"has this changed over the last 12 months?"},{"startTime":1466.065,"endTime":1471.52,"body":"Have I learned new things"},{"startTime":1466.065,"endTime":1471.52,"body":"about my ideal that I can now bring into"},{"startTime":1471.545,"endTime":1476.66,"body":"my content to keep it feeling fresh and"},{"startTime":1471.545,"endTime":1476.66,"body":"make sure that I'm really highly"},{"startTime":1476.685,"endTime":1479.33,"body":"targeting those people."},{"startTime":1479.36,"endTime":1481.6,"body":"I need to be targeting them"},{"startTime":1479.36,"endTime":1481.6,"body":"with a laser, basically."},{"startTime":1481.625,"endTime":1485.09,"body":"That's how accurate and"},{"startTime":1481.625,"endTime":1485.09,"body":"precise it really needs to be."},{"startTime":1485.12,"endTime":1491.04,"body":"So thinking back over conversations you've"},{"startTime":1485.12,"endTime":1491.04,"body":"had, over emails and inquiry forms you've"},{"startTime":1491.065,"endTime":1495.05,"body":"had submitted over the last year, over"},{"startTime":1491.065,"endTime":1495.05,"body":"feedback forms you've had,"},{"startTime":1495.08,"endTime":1497.05,"body":"conversations, whatever it might be."},{"startTime":1497.08,"endTime":1500.36,"body":"I want you to think back and see what can"},{"startTime":1497.08,"endTime":1500.36,"body":"change and shift a bit, what you've"},{"startTime":1500.385,"endTime":1506.535,"body":"learned that you can then apply to"},{"startTime":1500.385,"endTime":1506.535,"body":"everything in your brand to make sure"},{"startTime":1506.56,"endTime":1507.62,"body":"we're attracting that right person."},{"startTime":1507.645,"endTime":1510.08,"body":"And now for some of you, your ideal"},{"startTime":1507.645,"endTime":1510.08,"body":"client is actually going to change."},{"startTime":1510.105,"endTime":1512.48,"body":"You might have realised over the last"},{"startTime":1510.105,"endTime":1512.48,"body":"year, I actually don't"},{"startTime":1512.505,"endTime":1513.72,"body":"really love this client."},{"startTime":1513.745,"endTime":1517.94,"body":"Or maybe you did at the start of the year,"},{"startTime":1513.745,"endTime":1517.94,"body":"but you've evolved now, you've grown."},{"startTime":1517.965,"endTime":1521.81,"body":"Maybe you want to attract"},{"startTime":1517.965,"endTime":1521.81,"body":"a higher calibre client."},{"startTime":1521.84,"endTime":1525.04,"body":"You want to attract"},{"startTime":1521.84,"endTime":1525.04,"body":"a different personality."},{"startTime":1525.065,"endTime":1528.12,"body":"You want to attract a different"},{"startTime":1525.065,"endTime":1528.12,"body":"niche, whatever it is."},{"startTime":1528.145,"endTime":1533.44,"body":"If you're feeling the pull to change who"},{"startTime":1528.145,"endTime":1533.44,"body":"it is you're targeting, this is the time"},{"startTime":1533.465,"endTime":1536.74,"body":"to get really clear on that and start"},{"startTime":1533.465,"endTime":1536.74,"body":"doing your research and"},{"startTime":1536.765,"endTime":1543.22,"body":"put together a bit of a document really"},{"startTime":1536.765,"endTime":1543.22,"body":"outlining the thoughts and processes and"},{"startTime":1543.245,"endTime":1547.36,"body":"feelings and experiences"},{"startTime":1543.245,"endTime":1547.36,"body":"of this new ideal client."},{"startTime":1547.385,"endTime":1551.38,"body":"So again, we can really highly"},{"startTime":1547.385,"endTime":1551.38,"body":"target them in everything that we do."},{"startTime":1551.405,"endTime":1555.44,"body":"I have a masterclass which can be super"},{"startTime":1551.405,"endTime":1555.44,"body":"helpful if you haven't done it or if you"},{"startTime":1555.465,"endTime":1560.09,"body":"do struggle with identifying your ideal"},{"startTime":1555.465,"endTime":1560.09,"body":"client instead of getting into their head."},{"startTime":1560.12,"endTime":1563.09,"body":"It's called Audience Attraction."},{"startTime":1563.12,"endTime":1566.46,"body":"It is $37, which is an absolute steal."},{"startTime":1566.485,"endTime":1570.615,"body":"And it goes through my whole process on"},{"startTime":1566.485,"endTime":1570.615,"body":"how I get into my audience's head,"},{"startTime":1570.64,"endTime":1573.24,"body":"how I start to pull out what they're"},{"startTime":1570.64,"endTime":1573.24,"body":"thinking, feeling and experiencing,"},{"startTime":1573.265,"endTime":1575.81,"body":"as well as a spreadsheet to help you."},{"startTime":1575.84,"endTime":1579.12,"body":"So I would highly recommend grabbing that"},{"startTime":1575.84,"endTime":1579.12,"body":"if you are struggling with identifying"},{"startTime":1579.145,"endTime":1582.495,"body":"your target client, because"},{"startTime":1579.145,"endTime":1582.495,"body":"that can really, really help."},{"startTime":1582.52,"endTime":1583.48,"body":"And that's the thing as well."},{"startTime":1583.505,"endTime":1587.255,"body":"When it comes to getting into the mind of"},{"startTime":1583.505,"endTime":1587.255,"body":"your ideal client, you need"},{"startTime":1587.28,"endTime":1589.4,"body":"to be writing this stuff down."},{"startTime":1587.28,"endTime":1589.4,"body":"You need to be documenting it."},{"startTime":1589.425,"endTime":1592.88,"body":"You can't just have it all up in your"},{"startTime":1589.425,"endTime":1592.88,"body":"brain because I guarantee you things"},{"startTime":1592.905,"endTime":1594.66,"body":"are going to get lost in translation."},{"startTime":1594.685,"endTime":1596.335,"body":"You're going to paraphrase things."},{"startTime":1596.36,"endTime":1599.5,"body":"You're going to just start coming up with"},{"startTime":1596.36,"endTime":1599.5,"body":"stuff off the top of your head instead of"},{"startTime":1599.525,"endTime":1603.9,"body":"following the document and the guidebook"},{"startTime":1599.525,"endTime":1603.9,"body":"that you've ideally put together,"},{"startTime":1603.925,"endTime":1607.815,"body":"which goes into to, here are the"},{"startTime":1603.925,"endTime":1607.815,"body":"things my audience is struggling with."},{"startTime":1607.84,"endTime":1609.48,"body":"Here's the things they want to achieve."},{"startTime":1609.505,"endTime":1610.52,"body":"Here's how they want to feel."},{"startTime":1610.545,"endTime":1612.62,"body":"Here's how they feel right now."},{"startTime":1610.545,"endTime":1612.62,"body":"All of that."},{"startTime":1612.645,"endTime":1616.455,"body":"If we don't have it written down,"},{"startTime":1612.645,"endTime":1616.455,"body":"I mean, we've forgotten it, basically."},{"startTime":1616.48,"endTime":1618.08,"body":"It's never going to come"},{"startTime":1616.48,"endTime":1618.08,"body":"across the right way."},{"startTime":1618.105,"endTime":1620.72,"body":"And I'm not saying you have to copy and"},{"startTime":1618.105,"endTime":1620.72,"body":"paste this stuff every single time or"},{"startTime":1620.745,"endTime":1623.62,"body":"making a piece of content"},{"startTime":1620.745,"endTime":1623.62,"body":"or writing some messaging."},{"startTime":1623.645,"endTime":1629.29,"body":"But having that foundation there that you"},{"startTime":1623.645,"endTime":1629.29,"body":"can then rephrase, rework,"},{"startTime":1629.32,"endTime":1632.84,"body":"change things up a little bit, add a bit"},{"startTime":1629.32,"endTime":1632.84,"body":"of storytelling around, for example, to"},{"startTime":1632.865,"endTime":1636.78,"body":"make it different each time,"},{"startTime":1632.865,"endTime":1636.78,"body":"that is going to be invaluable."},{"startTime":1636.805,"endTime":1640.175,"body":"So I really want you to think, has"},{"startTime":1636.805,"endTime":1640.175,"body":"my ideal client changed this year?"},{"startTime":1640.2,"endTime":1642.72,"body":"Have a look at who you've worked"},{"startTime":1640.2,"endTime":1642.72,"body":"with over the last 12 months."},{"startTime":1642.745,"endTime":1646.42,"body":"And I really want you to think, okay,"},{"startTime":1642.745,"endTime":1646.42,"body":"do I like what I've worked with?"},{"startTime":1646.445,"endTime":1651.74,"body":"First of all, like coming back"},{"startTime":1646.445,"endTime":1651.74,"body":"to yourself and how you feel."},{"startTime":1651.765,"endTime":1653.94,"body":"Do you like the clients"},{"startTime":1651.765,"endTime":1653.94,"body":"you've worked with?"},{"startTime":1653.965,"endTime":1656.33,"body":"Have they been dream clients to you?"},{"startTime":1656.36,"endTime":1659.9,"body":"Have there been areas with a lot of these"},{"startTime":1656.36,"endTime":1659.9,"body":"clients or similarities or"},{"startTime":1659.925,"endTime":1661.38,"body":"patterns that you've noticed?"},{"startTime":1661.405,"endTime":1664.04,"body":"For example, are they late on payments?"},{"startTime":1664.065,"endTime":1666.05,"body":"Is that common with your clients?"},{"startTime":1666.08,"endTime":1668.44,"body":"Or do they have too many questions?"},{"startTime":1668.465,"endTime":1672.48,"body":"It takes a long time to get them over the"},{"startTime":1668.465,"endTime":1672.48,"body":"line to actually make"},{"startTime":1672.505,"endTime":1673.6,"body":"that sale, for example."},{"startTime":1673.625,"endTime":1678.775,"body":"Are there areas with these clients you've"},{"startTime":1673.625,"endTime":1678.775,"body":"worked with that you would like to change?"},{"startTime":1678.8,"endTime":1679.9,"body":"Because this is your time."},{"startTime":1679.925,"endTime":1683.05,"body":"This is your time to change these things."},{"startTime":1683.08,"endTime":1685.9,"body":"But you have to actually know what you"},{"startTime":1683.08,"endTime":1685.9,"body":"want to change first"},{"startTime":1685.925,"endTime":1691.22,"body":"to be able to then come up with the"},{"startTime":1685.925,"endTime":1691.22,"body":"solution to actually fix that problem."},{"startTime":1691.245,"endTime":1694.76,"body":"So I want you to think,"},{"startTime":1691.245,"endTime":1694.76,"body":"looking at who I've worked with over"},{"startTime":1694.785,"endTime":1697.68,"body":"the last year, do I like these clients?"},{"startTime":1697.705,"endTime":1699.12,"body":"What would I change about them?"},{"startTime":1699.145,"endTime":1703.6,"body":"If anything, has my ideal"},{"startTime":1699.145,"endTime":1703.6,"body":"client shifted or changed?"},{"startTime":1703.625,"endTime":1708.8,"body":"Maybe those clients were dream clients,"},{"startTime":1703.625,"endTime":1708.8,"body":"but now looking at them, I'm like,"},{"startTime":1708.825,"endTime":1712.78,"body":"actually, for who I am today and who I am"},{"startTime":1708.825,"endTime":1712.78,"body":"right now and where the brand is,"},{"startTime":1712.805,"endTime":1714.33,"body":"they're no longer dream clients."},{"startTime":1714.36,"endTime":1715.5,"body":"So something has to shift."},{"startTime":1715.525,"endTime":1718.2,"body":"So let's rework who these people are."},{"startTime":1718.225,"endTime":1719.98,"body":"Let's go back to square one."},{"startTime":1720.005,"endTime":1721.575,"body":"It doesn't have to take 100 years."},{"startTime":1721.6,"endTime":1723.44,"body":"It doesn't have to take"},{"startTime":1721.6,"endTime":1723.44,"body":"you a long time to do this."},{"startTime":1723.465,"endTime":1725.52,"body":"So I don't want you to put this off"},{"startTime":1723.465,"endTime":1725.52,"body":"because you think it's"},{"startTime":1725.545,"endTime":1727.44,"body":"going to take a long time."},{"startTime":1725.545,"endTime":1727.44,"body":"It really doesn't have to."},{"startTime":1727.465,"endTime":1731.29,"body":"I would say like an hour"},{"startTime":1727.465,"endTime":1731.29,"body":"maybe for this category."},{"startTime":1731.32,"endTime":1734.96,"body":"Obviously, as time goes by, I would"},{"startTime":1731.32,"endTime":1734.96,"body":"expect this to be refined more."},{"startTime":1734.985,"endTime":1738.14,"body":"But initially spend"},{"startTime":1734.985,"endTime":1738.14,"body":"like an hour doing this."},{"startTime":1738.165,"endTime":1742.495,"body":"Let's go back to square one and redefine"},{"startTime":1738.165,"endTime":1742.495,"body":"who this person is, where they're at, what"},{"startTime":1742.52,"endTime":1744.72,"body":"they're struggling with, what their dreams"},{"startTime":1742.52,"endTime":1744.72,"body":"are, what the knowledge gap is,"},{"startTime":1744.745,"endTime":1746.04,"body":"all the things I've already said."},{"startTime":1746.065,"endTime":1749.96,"body":"We really need to go back, make sure we've"},{"startTime":1746.065,"endTime":1749.96,"body":"identified that if we're making any"},{"startTime":1749.985,"endTime":1754.8,"body":"changes to our ideal client, and then make"},{"startTime":1749.985,"endTime":1754.8,"body":"sure we're able to funnel that through our"},{"startTime":1754.825,"endTime":1758.42,"body":"messaging, our services,"},{"startTime":1754.825,"endTime":1758.42,"body":"our content, our brand, all of the things."},{"startTime":1758.445,"endTime":1762.055,"body":"So I know for me, my ideal client is"},{"startTime":1758.445,"endTime":1762.055,"body":"going to be shifting a little bit."},{"startTime":1762.08,"endTime":1765.2,"body":"Again, I haven't done this audit yet, but"},{"startTime":1762.08,"endTime":1765.2,"body":"when I do it, I know I'm going to have"},{"startTime":1765.225,"endTime":1771.54,"body":"some refinements there on the client that"},{"startTime":1765.225,"endTime":1771.54,"body":"I want to be working with in 25,"},{"startTime":1771.565,"endTime":1778.33,"body":"both from the perspective of my design"},{"startTime":1771.565,"endTime":1778.33,"body":"work and also my design coaching as well."},{"startTime":1778.36,"endTime":1781.855,"body":"So I've got two different clients"},{"startTime":1778.36,"endTime":1781.855,"body":"that I'm looking at here for that."},{"startTime":1781.88,"endTime":1783.14,"body":"But I think this is exciting."},{"startTime":1783.165,"endTime":1788.2,"body":"This should be an exciting thing to work"},{"startTime":1783.165,"endTime":1788.2,"body":"through because it's making your"},{"startTime":1788.225,"endTime":1790.88,"body":"brand bigger and better for next year."},{"startTime":1790.905,"endTime":1795.975,"body":"It's going to make sure that you are"},{"startTime":1790.905,"endTime":1795.975,"body":"set up and more on track to achieve"},{"startTime":1796.0,"endTime":1797.42,"body":"the goals that you have planned."},{"startTime":1797.445,"endTime":1800.98,"body":"Because if you're just staying stagnant,"},{"startTime":1797.445,"endTime":1800.98,"body":"staying where you it's"},{"startTime":1801.005,"endTime":1805.12,"body":"going to be really hard to hit bigger"},{"startTime":1801.005,"endTime":1805.12,"body":"goals for next year if you're"},{"startTime":1805.145,"endTime":1806.98,"body":"staying the same, plain and simple."},{"startTime":1807.005,"endTime":1810.22,"body":"Something has to shift and change in order"},{"startTime":1807.005,"endTime":1810.22,"body":"for you to grow bigger, get"},{"startTime":1810.245,"endTime":1812.615,"body":"better, have a bigger brand."},{"startTime":1812.64,"endTime":1815.88,"body":"And these are the starting points that I"},{"startTime":1812.64,"endTime":1815.88,"body":"really want you to look at, which will"},{"startTime":1815.905,"endTime":1818.57,"body":"have a flow on effect to"},{"startTime":1815.905,"endTime":1818.57,"body":"the rest of your business."},{"startTime":1818.6,"endTime":1824.0,"body":"So category one being your processes, your"},{"startTime":1818.6,"endTime":1824.0,"body":"experience, your services, category two"},{"startTime":1824.025,"endTime":1827.22,"body":"being your messaging, category"},{"startTime":1824.025,"endTime":1827.22,"body":"three being your ideal client."},{"startTime":1827.245,"endTime":1830.28,"body":"That's what I want you to look at at the"},{"startTime":1827.245,"endTime":1830.28,"body":"end of this year to set"},{"startTime":1830.305,"endTime":1832.02,"body":"your brand up for 2025."},{"startTime":1832.045,"endTime":1835.62,"body":"That's what I'm going to be doing in"},{"startTime":1832.045,"endTime":1835.62,"body":"the last few weeks of the year as well."},{"startTime":1835.645,"endTime":1841.42,"body":"So here's to 2025 being our biggest,"},{"startTime":1835.645,"endTime":1841.42,"body":"boldest, best brand year yet."},{"startTime":1841.445,"endTime":1842.98,"body":"I'm so excited."},{"startTime":1843.005,"endTime":1847.92,"body":"I hope you have an amazing Christmas It's"},{"startTime":1843.005,"endTime":1847.92,"body":"an amazing New Year, and I will catch"},{"startTime":1847.945,"endTime":1850.42,"body":"you back here for the next episode."},{"startTime":1850.445,"endTime":1855.38,"body":"Thank you so much for tuning in"},{"startTime":1850.445,"endTime":1855.38,"body":"to another episode of Brandology."},{"startTime":1855.405,"endTime":1857.48,"body":"I am so happy to have you here."},{"startTime":1857.505,"endTime":1860.22,"body":"I hope you got something out"},{"startTime":1857.505,"endTime":1860.22,"body":"of this episode."},{"startTime":1860.245,"endTime":1863.92,"body":"If you did, I would so love it if you"},{"startTime":1860.245,"endTime":1863.92,"body":"could hit that follow button"},{"startTime":1863.945,"endTime":1865.74,"body":"on your podcast platform."},{"startTime":1865.765,"endTime":1869.72,"body":"And if you really loved it,"},{"startTime":1865.765,"endTime":1869.72,"body":"it would be so amazing if you could"},{"startTime":1869.745,"endTime":1872.46,"body":"leave a review on Apple podcast."},{"startTime":1872.485,"endTime":1874.66,"body":"It really, really helps."},{"startTime":1874.685,"endTime":1879.57,"body":"I would also love it if you could share"},{"startTime":1874.685,"endTime":1879.57,"body":"this podcast with your business besties"},{"startTime":1879.6,"endTime":1885.9,"body":"because I'm dropping new episodes every"},{"startTime":1879.6,"endTime":1885.9,"body":"week all about the soul and strategy"},{"startTime":1885.925,"endTime":1888.48,"body":"behind building feel-less brands."},{"startTime":1888.505,"endTime":1893.62,"body":"And I would love to spread the word"},{"startTime":1888.505,"endTime":1893.62,"body":"to as many entrepreneurs as I can."},{"startTime":1893.645,"endTime":1895.32,"body":"Thank you so much for listening."},{"startTime":1895.345,"endTime":1900.24,"body":"And I'll be back in your ears next week."}]}