{"version":"1.0.0","segments":[{"startTime":0.52,"endTime":4.4,"body":"You are still the most important part of"},{"startTime":0.52,"endTime":4.4,"body":"your brand because you are the"},{"startTime":4.425,"endTime":8.16,"body":"essence that keeps it alive."},{"startTime":9.04,"endTime":12.06,"body":"One, two, three, four."},{"startTime":12.085,"endTime":14.14,"body":"So you're building a brand online."},{"startTime":14.165,"endTime":16.5,"body":"You've got wild AF dreams."},{"startTime":16.525,"endTime":20.64,"body":"You know you've got the potential to grow"},{"startTime":16.525,"endTime":20.64,"body":"your biz into something pretty dang"},{"startTime":20.665,"endTime":24.7,"body":"incredible, and you want"},{"startTime":20.665,"endTime":24.7,"body":"to do it all the right way."},{"startTime":24.725,"endTime":30.64,"body":"Hey, I'm Alex, your brand bestie, and this"},{"startTime":24.725,"endTime":30.64,"body":"is Brandology, the podcast that feels like"},{"startTime":30.665,"endTime":34.56,"body":"a coffee chat with a biz friend who's"},{"startTime":30.665,"endTime":34.56,"body":"giving you all the tips and advice on"},{"startTime":34.585,"endTime":37.54,"body":"growing your brand,"},{"startTime":34.585,"endTime":37.54,"body":"because that's what it is."},{"startTime":37.565,"endTime":42.3,"body":"We're talking strategy, design,"},{"startTime":37.565,"endTime":42.3,"body":"content, messaging, and more."},{"startTime":42.325,"endTime":46.6,"body":"So if you're ready for no BS brand advice"},{"startTime":42.325,"endTime":46.6,"body":"from someone who's done it all"},{"startTime":46.625,"endTime":48.62,"body":"before, this is the pod for you."},{"startTime":48.645,"endTime":51.44,"body":"Let's get into it."},{"startTime":53.96,"endTime":57.98,"body":"Hello, hello, and welcome back"},{"startTime":53.96,"endTime":57.98,"body":"to Brandology."},{"startTime":58.005,"endTime":63.16,"body":"So excited to have you here for another"},{"startTime":58.005,"endTime":63.16,"body":"episode where we are going to do what we"},{"startTime":63.185,"endTime":69.98,"body":"always do and work on building the best"},{"startTime":63.185,"endTime":69.98,"body":"possible brand that we can."},{"startTime":70.005,"endTime":72.295,"body":"That is always the goal"},{"startTime":70.005,"endTime":72.295,"body":"here with every episode."},{"startTime":72.32,"endTime":75.41,"body":"I want you to be able to take something"},{"startTime":72.32,"endTime":75.41,"body":"away, apply it to your brand,"},{"startTime":75.44,"endTime":78.62,"body":"grow it into that dream that you want it"},{"startTime":75.44,"endTime":78.62,"body":"to be because it is"},{"startTime":78.645,"endTime":81.54,"body":"completely possible for you."},{"startTime":81.565,"endTime":86.82,"body":"And I just want to give you a little pat"},{"startTime":81.565,"endTime":86.82,"body":"on the back for taking this time to"},{"startTime":86.845,"endTime":92.32,"body":"learn more, educate yourself around"},{"startTime":86.845,"endTime":92.32,"body":"branding, and build that brand"},{"startTime":92.345,"endTime":94.66,"body":"because not everyone makes that time."},{"startTime":94.685,"endTime":97.74,"body":"So you do that and I'm very proud of you."},{"startTime":97.765,"endTime":100.57,"body":"I know I say this every couple of"},{"startTime":97.765,"endTime":100.57,"body":"episodes, but honestly,"},{"startTime":100.6,"endTime":105.135,"body":"you are like the one %, I reckon, of"},{"startTime":100.6,"endTime":105.135,"body":"people who are putting that time aside to"},{"startTime":105.16,"endTime":108.08,"body":"really focus on building the best"},{"startTime":105.16,"endTime":108.08,"body":"business and brand that they can."},{"startTime":108.105,"endTime":110.78,"body":"So well done, you."},{"startTime":108.105,"endTime":110.78,"body":"Go, you."},{"startTime":110.805,"endTime":117.1,"body":"So what we're going to be chatting about"},{"startTime":110.805,"endTime":117.1,"body":"today in this episode is your audience."},{"startTime":117.125,"endTime":123.78,"body":"Now, your audience is the lifeblood of"},{"startTime":117.125,"endTime":123.78,"body":"your business because without them,"},{"startTime":123.805,"endTime":125.85,"body":"you have no one to sell to."},{"startTime":125.88,"endTime":129.38,"body":"Without them, no one is buying your stuff."},{"startTime":129.405,"endTime":133.32,"body":"Without your audience,"},{"startTime":129.405,"endTime":133.32,"body":"you're not making any money."},{"startTime":133.345,"endTime":135.08,"body":"The business is not making any money."},{"startTime":135.105,"endTime":140.45,"body":"The business is going to struggle to grow,"},{"startTime":135.105,"endTime":140.45,"body":"and it's more of a hobby,"},{"startTime":140.48,"endTime":143.36,"body":"to be totally honest."},{"startTime":140.48,"endTime":143.36,"body":"We need an audience."},{"startTime":143.385,"endTime":147.08,"body":"And this, I know sometimes I sound like"},{"startTime":143.385,"endTime":147.08,"body":"I'm contradicting myself a bit because I"},{"startTime":147.105,"endTime":151.22,"body":"do say, and even in the last episode I"},{"startTime":147.105,"endTime":151.22,"body":"recorded, I was talking about this, where"},{"startTime":151.245,"endTime":153.88,"body":"you need to be at the centre"},{"startTime":151.245,"endTime":153.88,"body":"of your brand's universe."},{"startTime":153.905,"endTime":157.34,"body":"That's what I fully believe,"},{"startTime":153.905,"endTime":157.34,"body":"and that's what I teach."},{"startTime":157.365,"endTime":161.255,"body":"Instead of putting your audience at the"},{"startTime":157.365,"endTime":161.255,"body":"centre of your brand's universe, which is"},{"startTime":161.28,"endTime":164.16,"body":"how a lot of people go about building"},{"startTime":161.28,"endTime":164.16,"body":"their brand to begin with, building"},{"startTime":164.185,"endTime":166.455,"body":"it completely around their audience."},{"startTime":166.48,"endTime":167.94,"body":"What's my audience going to like?"},{"startTime":167.965,"endTime":169.04,"body":"What do they want to see?"},{"startTime":169.065,"endTime":170.7,"body":"I'm going to do it for them."},{"startTime":170.725,"endTime":175.855,"body":"I always say, well, I don't always say, I"},{"startTime":170.725,"endTime":175.855,"body":"used to believe putting your audience"},{"startTime":175.88,"endTime":177.12,"body":"at the centre was the way to do it."},{"startTime":177.145,"endTime":182.58,"body":"But over the last one to two years, I have"},{"startTime":177.145,"endTime":182.58,"body":"fully pivoted into putting yourself at the"},{"startTime":182.605,"endTime":186.02,"body":"centre of your brain universe, building"},{"startTime":182.605,"endTime":186.02,"body":"out around that, and then"},{"startTime":186.045,"endTime":188.92,"body":"making sure that that aligns"},{"startTime":186.045,"endTime":188.92,"body":"with your dream client as well."},{"startTime":188.945,"endTime":191.22,"body":"But you start with you."},{"startTime":191.245,"endTime":195.56,"body":"But basically, I know that I"},{"startTime":191.245,"endTime":195.56,"body":"say that a lot, and it is true."},{"startTime":195.585,"endTime":197.06,"body":"That is what I believe."},{"startTime":197.085,"endTime":204.36,"body":"But there is so much"},{"startTime":197.085,"endTime":204.36,"body":"incredible value in really understanding"},{"startTime":204.385,"endTime":210.74,"body":"your people, really understanding your"},{"startTime":204.385,"endTime":210.74,"body":"audience, and being able to"},{"startTime":210.765,"endTime":217.135,"body":"put yourself in their shoes and put"},{"startTime":210.765,"endTime":217.135,"body":"yourself in the same"},{"startTime":217.16,"endTime":218.4,"body":"experience that they're having."},{"startTime":218.425,"endTime":219.76,"body":"And I know this can be so hard."},{"startTime":219.785,"endTime":224.96,"body":"And this is something that I honestly"},{"startTime":219.785,"endTime":224.96,"body":"struggle with myself from time to time."},{"startTime":224.985,"endTime":227.415,"body":"I'm not always on top of this."},{"startTime":227.44,"endTime":230.24,"body":"And I know from the conversations I've had"},{"startTime":227.44,"endTime":230.24,"body":"with other business owners, they"},{"startTime":230.265,"endTime":232.38,"body":"really struggle with this as well."},{"startTime":232.405,"endTime":236.78,"body":"It's like when you're inside the jar, this"},{"startTime":232.405,"endTime":236.78,"body":"is something that my old"},{"startTime":236.805,"endTime":238.66,"body":"coach used to say to me."},{"startTime":238.685,"endTime":243.78,"body":"When you're inside the jar, you can't read"},{"startTime":238.685,"endTime":243.78,"body":"the label on the outside of the jar."},{"startTime":243.805,"endTime":248.44,"body":"So it's like when you're too close to"},{"startTime":243.805,"endTime":248.44,"body":"it, you almost can't see it sometimes."},{"startTime":248.465,"endTime":252.5,"body":"And what I'm trying to say there is"},{"startTime":248.465,"endTime":252.5,"body":"we can really struggle"},{"startTime":252.525,"endTime":258.06,"body":"to understand what our audience is going"},{"startTime":252.525,"endTime":258.06,"body":"through to understand their experiences"},{"startTime":258.085,"endTime":262.615,"body":"and to understand where their heads at"},{"startTime":258.085,"endTime":262.615,"body":"because we have essentially surpassed"},{"startTime":262.64,"endTime":264.46,"body":"where they are in that particular thing."},{"startTime":264.485,"endTime":269.015,"body":"So because you are the expert in what you"},{"startTime":264.485,"endTime":269.015,"body":"do, your audience is not"},{"startTime":269.04,"endTime":271.62,"body":"the expert in what you do."},{"startTime":269.04,"endTime":271.62,"body":"That's why they're coming to you."},{"startTime":271.645,"endTime":278.48,"body":"That's why they are wanting to follow"},{"startTime":271.645,"endTime":278.48,"body":"you, wanting to consume your content."},{"startTime":278.68,"endTime":282.26,"body":"They're not coming to you because they"},{"startTime":278.68,"endTime":282.26,"body":"already know everything about branding,"},{"startTime":282.285,"endTime":286.32,"body":"because they already know everything about"},{"startTime":282.285,"endTime":286.32,"body":"gut health, because they already know"},{"startTime":286.345,"endTime":290.095,"body":"everything about"},{"startTime":286.345,"endTime":290.095,"body":"photography, whatever it is."},{"startTime":290.12,"endTime":292.86,"body":"They're coming to you because you're the"},{"startTime":290.12,"endTime":292.86,"body":"expert and they want to learn from you"},{"startTime":292.885,"endTime":295.46,"body":"and they want to absorb your knowledge."},{"startTime":295.485,"endTime":300.34,"body":"But it can be really, really hard for us"},{"startTime":295.485,"endTime":300.34,"body":"to know what they need from us"},{"startTime":300.365,"endTime":305.66,"body":"what they need to hear, what they need"},{"startTime":300.365,"endTime":305.66,"body":"for us to talk about, what they need to"},{"startTime":305.685,"endTime":310.1,"body":"see, how we need to say things,"},{"startTime":305.685,"endTime":310.1,"body":"because like I said, we've surpassed"},{"startTime":310.125,"endTime":312.14,"body":"where they are in that particular thing."},{"startTime":312.165,"endTime":318.16,"body":"And what I often see happen with this"},{"startTime":312.165,"endTime":318.16,"body":"is one of two things when it comes to"},{"startTime":318.185,"endTime":324.8,"body":"people's content is they either make their"},{"startTime":318.185,"endTime":324.8,"body":"content way too entry-level and dumb the"},{"startTime":324.825,"endTime":329.1,"body":"content down so far"},{"startTime":324.825,"endTime":329.1,"body":"because they feel like,"},{"startTime":329.125,"endTime":332.88,"body":"Okay, I need to start the absolute bare"},{"startTime":329.125,"endTime":332.88,"body":"bones, bare basics with my audience"},{"startTime":332.905,"endTime":336.695,"body":"because they know nothing and I need"},{"startTime":332.905,"endTime":336.695,"body":"to educate them from the ground up."},{"startTime":336.72,"endTime":338.24,"body":"That's the first thing that I see."},{"startTime":338.265,"endTime":341.66,"body":"The second thing that I see is the total"},{"startTime":338.265,"endTime":341.66,"body":"opposite, which is where"},{"startTime":341.685,"endTime":346.54,"body":"you're using too much jargon, you're"},{"startTime":341.685,"endTime":346.54,"body":"exploring topics that are"},{"startTime":346.565,"endTime":351.8,"body":"really complicated and there's no"},{"startTime":346.565,"endTime":351.8,"body":"context around what you're talking about."},{"startTime":351.825,"endTime":356.9,"body":"You already expect your audience to"},{"startTime":351.825,"endTime":356.9,"body":"have some good base level of knowledge."},{"startTime":356.925,"endTime":361.775,"body":"I'm not saying that either of these things"},{"startTime":356.925,"endTime":361.775,"body":"are wrong necessarily, because it"},{"startTime":361.8,"endTime":362.5,"body":"really depends on your audience."},{"startTime":362.525,"endTime":364.98,"body":"It really depends who"},{"startTime":362.525,"endTime":364.98,"body":"you're trying to attract."},{"startTime":365.005,"endTime":370.44,"body":"So are you trying to attract people who"},{"startTime":365.005,"endTime":370.44,"body":"are really at the start of their journey,"},{"startTime":370.465,"endTime":376.14,"body":"like real beginners, and need that from"},{"startTime":370.465,"endTime":376.14,"body":"the ground up support in which case"},{"startTime":376.165,"endTime":378.12,"body":"the first option can work well?"},{"startTime":378.145,"endTime":382.735,"body":"Or are you trying to attract"},{"startTime":378.145,"endTime":382.735,"body":"clients who do know about this topic?"},{"startTime":382.76,"endTime":385.92,"body":"And maybe they've dabbled in it"},{"startTime":382.76,"endTime":385.92,"body":"themselves, but now they're looking for"},{"startTime":385.945,"endTime":392.175,"body":"more of an experts approach, in which case"},{"startTime":385.945,"endTime":392.175,"body":"the second option could potentially work."},{"startTime":392.2,"endTime":393.82,"body":"But again, it really depends"},{"startTime":392.2,"endTime":393.82,"body":"on your target audience."},{"startTime":393.845,"endTime":399.055,"body":"But just generally speaking, I see people"},{"startTime":393.845,"endTime":399.055,"body":"really just going one way or the other."},{"startTime":399.08,"endTime":401.32,"body":"And I see this happening a lot with"},{"startTime":399.08,"endTime":401.32,"body":"designers as well because"},{"startTime":401.345,"endTime":402.58,"body":"I coach brand designers."},{"startTime":402.605,"endTime":407.76,"body":"And a lot of the time when I'm doing a"},{"startTime":402.605,"endTime":407.76,"body":"social media audit or chatting with one of"},{"startTime":407.785,"endTime":410.18,"body":"my mentees about what's"},{"startTime":407.785,"endTime":410.18,"body":"going on in their business."},{"startTime":410.205,"endTime":414.52,"body":"Content comes up a lot and the question"},{"startTime":410.205,"endTime":414.52,"body":"of, how do I know what my"},{"startTime":414.545,"endTime":416.86,"body":"audience needs me to say to them?"},{"startTime":416.885,"endTime":419.62,"body":"How do I know what they"},{"startTime":416.885,"endTime":419.62,"body":"need to hear from me?"},{"startTime":419.645,"endTime":425.36,"body":"Because we often don't realise"},{"startTime":419.645,"endTime":425.36,"body":"how much we know or the knowledge that we"},{"startTime":425.385,"endTime":429.215,"body":"really do have because we've had that"},{"startTime":425.385,"endTime":429.215,"body":"knowledge floating around in our brain for"},{"startTime":429.24,"endTime":431.8,"body":"so long and we use it every day,"},{"startTime":429.24,"endTime":431.8,"body":"so it feels second nature to us."},{"startTime":431.825,"endTime":436.36,"body":"A lot of the time we might think, well,"},{"startTime":431.825,"endTime":436.36,"body":"I'm not going to post about that because"},{"startTime":436.385,"endTime":444.28,"body":"that's just too basic or too obvious when"},{"startTime":436.385,"endTime":444.28,"body":"in actual fact, it might be exactly"},{"startTime":444.305,"endTime":446.3,"body":"what your audience needs to hear."},{"startTime":446.325,"endTime":449.56,"body":"There's so much nuance there, and that's"},{"startTime":446.325,"endTime":449.56,"body":"why it can be really hard,"},{"startTime":449.585,"endTime":451.02,"body":"and I totally get it."},{"startTime":451.045,"endTime":455.9,"body":"That's why I still struggle with this"},{"startTime":451.045,"endTime":455.9,"body":"sometimes as well, really hard knowing"},{"startTime":455.925,"endTime":459.0,"body":"what your audience needs"},{"startTime":455.925,"endTime":459.0,"body":"at any particular time."},{"startTime":459.025,"endTime":462.935,"body":"So it can be really, really helpful"},{"startTime":459.025,"endTime":462.935,"body":"to, firstly, do a self-audit."},{"startTime":462.96,"endTime":464.06,"body":"I'm all about self-audits."},{"startTime":464.085,"endTime":467.98,"body":"I know I say to order yourself so"},{"startTime":464.085,"endTime":467.98,"body":"much on this podcast, it's"},{"startTime":468.005,"endTime":469.22,"body":"probably really annoying."},{"startTime":469.245,"endTime":474.2,"body":"But there is so much power in being able"},{"startTime":469.245,"endTime":474.2,"body":"to look at what you're producing, look at"},{"startTime":474.225,"endTime":480.08,"body":"what you're creating,"},{"startTime":474.225,"endTime":480.08,"body":"both in a per post way."},{"startTime":480.105,"endTime":484.175,"body":"So zooming in, looking at individual"},{"startTime":480.105,"endTime":484.175,"body":"posts, individual pieces of content, but"},{"startTime":484.2,"endTime":487.24,"body":"then also zooming out and looking at"},{"startTime":484.2,"endTime":487.24,"body":"everything as a whole and being able to"},{"startTime":487.265,"endTime":492.44,"body":"go, okay, I see how all of these"},{"startTime":487.265,"endTime":492.44,"body":"individual content pieces are fitting"},{"startTime":492.465,"endTime":498.7,"body":"together or, okay, I see how it's actually"},{"startTime":492.465,"endTime":498.7,"body":"very disjointed, how I'm jumping around to"},{"startTime":498.725,"endTime":502.74,"body":"all these different topics or I'm jumping"},{"startTime":498.725,"endTime":502.74,"body":"from beginner level post to then"},{"startTime":502.765,"endTime":505.98,"body":"expert-level post, and it's"},{"startTime":502.765,"endTime":505.98,"body":"giving my audience whiplash."},{"startTime":506.005,"endTime":509.62,"body":"It's really helpful to look at things"},{"startTime":506.005,"endTime":509.62,"body":"individually, but then as a whole as well."},{"startTime":509.645,"endTime":513.52,"body":"And the other thing that's honestly just"},{"startTime":509.645,"endTime":513.52,"body":"really, really helpful, and it is"},{"startTime":513.545,"endTime":515.64,"body":"a little bit of a learned thing."},{"startTime":515.665,"endTime":522.62,"body":"It can require a bit of practise,"},{"startTime":515.665,"endTime":522.62,"body":"is being able to really wipe your brain"},{"startTime":522.645,"endTime":526.86,"body":"clean, forget everything, pretend you've"},{"startTime":522.645,"endTime":526.86,"body":"forgotten everything,"},{"startTime":526.885,"endTime":531.84,"body":"jump into your audience's shoes and then"},{"startTime":526.885,"endTime":531.84,"body":"experience your brand for the first time"},{"startTime":531.865,"endTime":536.38,"body":"or try to experience your brand for"},{"startTime":531.865,"endTime":536.38,"body":"the first time through their eyes."},{"startTime":536.405,"endTime":543.26,"body":"So again, this is really, really helpful"},{"startTime":536.405,"endTime":543.26,"body":"once you your target audience and you know"},{"startTime":543.285,"endTime":546.32,"body":"what their issues are right now."},{"startTime":546.345,"endTime":550.14,"body":"So then you can easily put yourself into"},{"startTime":546.345,"endTime":550.14,"body":"that headspace and go, okay,"},{"startTime":550.165,"endTime":552.8,"body":"they are really frustrated at the moment."},{"startTime":552.825,"endTime":554.32,"body":"They're struggling with X, Y, Z."},{"startTime":554.345,"endTime":556.5,"body":"They've tried so many different things."},{"startTime":556.525,"endTime":562.94,"body":"They are at this point in their life,"},{"startTime":556.525,"endTime":562.94,"body":"whatever it is that makes up that before"},{"startTime":562.965,"endTime":566.64,"body":"state for your dream client,"},{"startTime":562.965,"endTime":566.64,"body":"really being able to put ourselves"},{"startTime":566.665,"endTime":569.375,"body":"into that headspace and that mindset."},{"startTime":569.4,"endTime":571.48,"body":"We've got to use a little bit"},{"startTime":569.4,"endTime":571.48,"body":"of imagination here to do that."},{"startTime":571.505,"endTime":575.62,"body":"But this is one of the best"},{"startTime":571.505,"endTime":575.62,"body":"things that you can do."},{"startTime":575.645,"endTime":580.455,"body":"So having to think about where they've"},{"startTime":575.645,"endTime":580.455,"body":"come from, what they've experienced, what"},{"startTime":580.48,"endTime":582.68,"body":"they're going through, what their"},{"startTime":580.48,"endTime":582.68,"body":"struggles are, all in a relation to"},{"startTime":582.705,"endTime":584.24,"body":"the thing that you solve, of course."},{"startTime":584.265,"endTime":588.72,"body":"If you do brand design"},{"startTime":584.265,"endTime":588.72,"body":"and you're talking about the fact that"},{"startTime":588.745,"endTime":592.72,"body":"they have problems in their marriage or"},{"startTime":588.745,"endTime":592.72,"body":"saying that is completely off topic"},{"startTime":592.745,"endTime":595.88,"body":"and that's not what we're focusing on."},{"startTime":595.905,"endTime":599.7,"body":"That's not the problem that you're"},{"startTime":595.905,"endTime":599.7,"body":"solving with the service that you provide."},{"startTime":599.725,"endTime":603.0,"body":"So Just thinking about, okay,"},{"startTime":599.725,"endTime":603.0,"body":"the struggles that my audience is going"},{"startTime":603.025,"endTime":607.88,"body":"through in relation to brand design, one"},{"startTime":603.025,"endTime":607.88,"body":"of them might be they are struggling"},{"startTime":607.905,"endTime":610.375,"body":"to stand out in their niche."},{"startTime":610.4,"endTime":613.58,"body":"They keep getting passed over even though"},{"startTime":610.4,"endTime":613.58,"body":"they're really good at what they do, but"},{"startTime":613.605,"endTime":617.04,"body":"they're not getting bookings, not getting"},{"startTime":613.605,"endTime":617.04,"body":"clients, and it's incredibly"},{"startTime":617.065,"endTime":618.62,"body":"frustrating for them."},{"startTime":618.645,"endTime":623.18,"body":"That might be one of the problems they're"},{"startTime":618.645,"endTime":623.18,"body":"experiencing that you can help solve."},{"startTime":623.205,"endTime":628.36,"body":"We need to know this in order to help"},{"startTime":623.205,"endTime":628.36,"body":"ourselves get into that mindset and"},{"startTime":628.385,"endTime":631.9,"body":"imagine what they're thinking"},{"startTime":628.385,"endTime":631.9,"body":"and experiencing right now."},{"startTime":631.925,"endTime":640.14,"body":"Then we want to also be able to identify"},{"startTime":631.925,"endTime":640.14,"body":"what they want their brand, their health,"},{"startTime":640.165,"endTime":644.02,"body":"their parenting, whatever it"},{"startTime":640.165,"endTime":644.02,"body":"is that you help them with."},{"startTime":644.045,"endTime":648.64,"body":"We want to know what they want that to"},{"startTime":644.045,"endTime":648.64,"body":"look like in the end, what"},{"startTime":648.665,"endTime":651.3,"body":"their dream state is with that."},{"startTime":651.325,"endTime":656.62,"body":"And then we want to move through"},{"startTime":651.325,"endTime":656.62,"body":"the process, the journey, the"},{"startTime":656.645,"endTime":661.9,"body":"experience with that fresh set of eyes."},{"startTime":661.925,"endTime":666.735,"body":"And what we're going to do is move through"},{"startTime":661.925,"endTime":666.735,"body":"the process as we would if the client"},{"startTime":666.76,"endTime":667.9,"body":"was moving through the process."},{"startTime":667.925,"endTime":671.88,"body":"So thinking about, okay, if I'm"},{"startTime":667.925,"endTime":671.88,"body":"the client, what am I doing?"},{"startTime":671.905,"endTime":675.56,"body":"I'm looking at, I'm probably searching,"},{"startTime":671.905,"endTime":675.56,"body":"just using the example of"},{"startTime":675.585,"endTime":677.56,"body":"a brand designer again."},{"startTime":677.64,"endTime":681.16,"body":"I'm searching for a brand designer on"},{"startTime":677.64,"endTime":681.16,"body":"Instagram because that's probably going to"},{"startTime":681.185,"endTime":683.7,"body":"be the first place my"},{"startTime":681.185,"endTime":683.7,"body":"particular dream client looks."},{"startTime":683.725,"endTime":687.4,"body":"And I'm looking at some competitors and"},{"startTime":683.725,"endTime":687.4,"body":"I'm getting really overwhelmed with the"},{"startTime":687.425,"endTime":691.86,"body":"amount of packages and options and"},{"startTime":687.425,"endTime":691.86,"body":"prices and everything that I'm seeing."},{"startTime":691.885,"endTime":699.92,"body":"I land on my page and I see the"},{"startTime":691.885,"endTime":699.92,"body":"first thing is my bio is super clear."},{"startTime":699.945,"endTime":704.1,"body":"My bio has key information in there about"},{"startTime":699.945,"endTime":704.1,"body":"who I help and the"},{"startTime":704.125,"endTime":705.9,"body":"transformation I create."},{"startTime":705.925,"endTime":711.32,"body":"I have a clear highlight for my service"},{"startTime":705.925,"endTime":711.32,"body":"offerings and pricing, and I have"},{"startTime":711.345,"endTime":713.42,"body":"a really clean service suite."},{"startTime":713.445,"endTime":718.18,"body":"I've got a highlight about the experience"},{"startTime":713.445,"endTime":718.18,"body":"of working together, the process."},{"startTime":718.205,"endTime":722.415,"body":"Everything's really clearly labelled,"},{"startTime":718.205,"endTime":722.415,"body":"clearly organised, clearly categorised."},{"startTime":722.44,"endTime":724.88,"body":"And then basically just moving"},{"startTime":722.44,"endTime":724.88,"body":"through the process that way."},{"startTime":724.905,"endTime":727.8,"body":"Looking at your Instagram account, if"},{"startTime":724.905,"endTime":727.8,"body":"that's the first thing the audience looks"},{"startTime":727.825,"endTime":732.5,"body":"at, and identifying, okay, what's"},{"startTime":727.825,"endTime":732.5,"body":"the first thing they're going to see?"},{"startTime":732.525,"endTime":734.815,"body":"What's the first thing"},{"startTime":732.525,"endTime":734.815,"body":"they're going to experience?"},{"startTime":734.84,"endTime":736.9,"body":"What's the second thing they're"},{"startTime":734.84,"endTime":736.9,"body":"going to see and experience?"},{"startTime":736.925,"endTime":739.72,"body":"And moving through the process like that"},{"startTime":736.925,"endTime":739.72,"body":"so you can start trying to"},{"startTime":739.745,"endTime":742.66,"body":"find gaps in that experience."},{"startTime":742.685,"endTime":748.255,"body":"So maybe there's actually no easy way"},{"startTime":742.685,"endTime":748.255,"body":"for them to find your service list."},{"startTime":748.28,"endTime":751.36,"body":"And they actually have to click into your"},{"startTime":748.28,"endTime":751.36,"body":"website and then they have to find that"},{"startTime":751.385,"endTime":755.6,"body":"page on your website, and then they have"},{"startTime":751.385,"endTime":755.6,"body":"to download a PDF services"},{"startTime":755.625,"endTime":756.9,"body":"guide, just for example."},{"startTime":756.925,"endTime":761.16,"body":"In which case you might go, okay, that's"},{"startTime":756.925,"endTime":761.16,"body":"probably not going to be suitable because"},{"startTime":761.185,"endTime":764.42,"body":"it's going to be really important"},{"startTime":761.185,"endTime":764.42,"body":"for them to see my services."},{"startTime":764.445,"endTime":768.28,"body":"Again, this is all just"},{"startTime":764.445,"endTime":768.28,"body":"me making stuff up on the spot because I"},{"startTime":768.305,"endTime":772.52,"body":"don't know your target audience,"},{"startTime":768.305,"endTime":772.52,"body":"but this will all depend on your target"},{"startTime":772.545,"endTime":776.16,"body":"audience and what they want out of your"},{"startTime":772.545,"endTime":776.16,"body":"brand, how they want to experience your"},{"startTime":776.185,"endTime":780.02,"body":"brand and how they want to"},{"startTime":776.185,"endTime":780.02,"body":"experience your service."},{"startTime":780.045,"endTime":785.32,"body":"Because that is really important to know"},{"startTime":780.045,"endTime":785.32,"body":"as well is what they want out of it, how"},{"startTime":785.345,"endTime":789.5,"body":"they want it to go, and then being"},{"startTime":785.345,"endTime":789.5,"body":"able to create that experience."},{"startTime":789.525,"endTime":794.52,"body":"Really what we're doing here is we're"},{"startTime":789.525,"endTime":794.52,"body":"trying to see how our audience is feeling"},{"startTime":794.545,"endTime":798.7,"body":"right now when they're looking at our"},{"startTime":794.545,"endTime":798.7,"body":"page, when they're looking at our"},{"startTime":798.725,"endTime":801.18,"body":"Instagram, when they're"},{"startTime":798.725,"endTime":801.18,"body":"looking at our website."},{"startTime":801.205,"endTime":807.36,"body":"We want to be able to identify"},{"startTime":801.205,"endTime":807.36,"body":"this is how they're feeling, but that's"},{"startTime":807.385,"endTime":812.56,"body":"not actually how they should be feeling,"},{"startTime":807.385,"endTime":812.56,"body":"because This is the coolest thing about"},{"startTime":812.585,"endTime":820.02,"body":"branding is that we are in total control"},{"startTime":812.585,"endTime":820.02,"body":"of how our audience is feeling about"},{"startTime":820.045,"endTime":823.2,"body":"our brand, what they're thinking about our"},{"startTime":820.045,"endTime":823.2,"body":"brand, what they're"},{"startTime":823.225,"endTime":824.62,"body":"associating with our brand."},{"startTime":824.645,"endTime":830.74,"body":"We are in complete control of that"},{"startTime":824.645,"endTime":830.74,"body":"simply by what we are displaying."},{"startTime":830.765,"endTime":835.62,"body":"So the visuals, the messaging, the"},{"startTime":830.765,"endTime":835.62,"body":"content, all of that stuff is what"},{"startTime":835.645,"endTime":840.9,"body":"dictates how our audience"},{"startTime":835.645,"endTime":840.9,"body":"feels about our brand and therefore"},{"startTime":840.925,"endTime":844.6,"body":"how they feel about this situation in"},{"startTime":840.925,"endTime":844.6,"body":"general, and if they want to work"},{"startTime":844.625,"endTime":847.06,"body":"with us, if they want to book with us."},{"startTime":847.085,"endTime":855.42,"body":"So being able to look at this process"},{"startTime":847.085,"endTime":855.42,"body":"really objectively so you can see, okay,"},{"startTime":855.445,"endTime":859.94,"body":"my audience is probably getting confused"},{"startTime":855.445,"endTime":859.94,"body":"here, or my audience is probably"},{"startTime":859.965,"endTime":862.04,"body":"not feeling a connexion with me."},{"startTime":862.065,"endTime":866.22,"body":"They're probably not able to get to know"},{"startTime":862.065,"endTime":866.22,"body":"me as the founder, and"},{"startTime":866.245,"endTime":868.18,"body":"that's probably an issue."},{"startTime":868.205,"endTime":870.54,"body":"So that's something that I need to change."},{"startTime":870.565,"endTime":876.64,"body":"So two really important things that we can"},{"startTime":870.565,"endTime":876.64,"body":"be looking at are same with the before and"},{"startTime":876.665,"endTime":879.095,"body":"after, in terms of the"},{"startTime":876.665,"endTime":879.095,"body":"problem that you solve."},{"startTime":879.12,"endTime":880.74,"body":"What are they struggling"},{"startTime":879.12,"endTime":880.74,"body":"with at the moment?"},{"startTime":880.765,"endTime":884.62,"body":"Then what do they want their dream"},{"startTime":880.765,"endTime":884.62,"body":"state to look like?"},{"startTime":884.645,"endTime":888.02,"body":"What we can look at that from the"},{"startTime":884.645,"endTime":888.02,"body":"perspective as well of"},{"startTime":888.045,"endTime":890.06,"body":"our content and our brand."},{"startTime":890.085,"endTime":893.775,"body":"We can look at how are they"},{"startTime":890.085,"endTime":893.775,"body":"feeling right now with our brand?"},{"startTime":893.8,"endTime":897.44,"body":"As it is right now with the stuff we have"},{"startTime":893.8,"endTime":897.44,"body":"on our Instagram and stuff we have on our"},{"startTime":897.465,"endTime":901.46,"body":"website, all the things we currently have"},{"startTime":897.465,"endTime":901.46,"body":"up for our brand If we go through this"},{"startTime":901.485,"endTime":905.1,"body":"process, what are they feeling right now?"},{"startTime":905.125,"endTime":906.66,"body":"Let's be brutally honest."},{"startTime":906.685,"endTime":908.28,"body":"Are they feeling confused?"},{"startTime":908.305,"endTime":909.855,"body":"Are they feeling frustrated?"},{"startTime":909.88,"endTime":912.2,"body":"Are they feeling a bit lost?"},{"startTime":909.88,"endTime":912.2,"body":"Are they feeling overwhelmed?"},{"startTime":912.225,"endTime":916.1,"body":"How is our brand really making them feel?"},{"startTime":916.125,"endTime":919.295,"body":"But then we also want to"},{"startTime":916.125,"endTime":919.295,"body":"look at knowing our audience."},{"startTime":919.32,"endTime":920.82,"body":"Hopefully you know your audience."},{"startTime":920.845,"endTime":923.24,"body":"If you don't, I have a master"},{"startTime":920.845,"endTime":923.24,"body":"class that can help you."},{"startTime":923.265,"endTime":924.64,"body":"It's called Audience Attraction."},{"startTime":924.665,"endTime":926.18,"body":"I'll link it down in the show notes."},{"startTime":926.205,"endTime":928.9,"body":"You can grab that if you"},{"startTime":926.205,"endTime":928.9,"body":"need a bit of a hand."},{"startTime":928.925,"endTime":932.68,"body":"If you know your audience,"},{"startTime":928.925,"endTime":932.68,"body":"we want to know how they actually want to"},{"startTime":932.705,"endTime":938.0,"body":"be feeling about this because"},{"startTime":932.705,"endTime":938.0,"body":"they're purchasing from you or they're"},{"startTime":938.025,"endTime":941.1,"body":"investing to work with you for a reason."},{"startTime":941.125,"endTime":942.7,"body":"They're not just doing it for fun."},{"startTime":942.725,"endTime":946.7,"body":"There's a problem they're trying to solve,"},{"startTime":942.725,"endTime":946.7,"body":"and that's why they are ready to put"},{"startTime":946.725,"endTime":951.26,"body":"hard-earned money down"},{"startTime":946.725,"endTime":951.26,"body":"and solve that problem."},{"startTime":951.285,"endTime":957.055,"body":"So they want to feel a certain way about"},{"startTime":951.285,"endTime":957.055,"body":"you, about your business,"},{"startTime":957.08,"endTime":959.72,"body":"in order for them to do that and"},{"startTime":957.08,"endTime":959.72,"body":"about your service or product."},{"startTime":959.745,"endTime":962.38,"body":"Depending on whatever it is that you sell."},{"startTime":962.405,"endTime":968.72,"body":"So are they feeling overwhelmed right now,"},{"startTime":962.405,"endTime":968.72,"body":"but they want to be feeling really clear"},{"startTime":968.745,"endTime":972.015,"body":"about what the next steps are and what it"},{"startTime":968.745,"endTime":972.015,"body":"looks like to work with you"},{"startTime":972.04,"endTime":973.08,"body":"and how you'll get results?"},{"startTime":973.105,"endTime":977.1,"body":"Do they just want that to feel"},{"startTime":973.105,"endTime":977.1,"body":"very natural and clear to them?"},{"startTime":977.125,"endTime":979.1,"body":"Okay, great."},{"startTime":977.125,"endTime":979.1,"body":"Now we can see there's a gap."},{"startTime":979.125,"endTime":980.895,"body":"We can see there's a gap."},{"startTime":980.92,"endTime":984.04,"body":"They're feeling overwhelmed, so we've"},{"startTime":980.92,"endTime":984.04,"body":"got too much information on our page."},{"startTime":984.065,"endTime":986.38,"body":"It's hard for them to find what they need."},{"startTime":986.405,"endTime":987.7,"body":"We've got too many words."},{"startTime":987.725,"endTime":990.34,"body":"Let's simplify down, whatever it is."},{"startTime":990.365,"endTime":994.78,"body":"But we need to look at what they're"},{"startTime":990.365,"endTime":994.78,"body":"feeling right now in regards to our brand"},{"startTime":994.805,"endTime":997.88,"body":"and how they want to be feeling"},{"startTime":994.805,"endTime":997.88,"body":"in regards to our brand."},{"startTime":997.905,"endTime":1001.86,"body":"Because in a perfect world for pretty much"},{"startTime":997.905,"endTime":1001.86,"body":"every consumer,"},{"startTime":1001.885,"endTime":1005.98,"body":"they don't really want to have to"},{"startTime":1001.885,"endTime":1005.98,"body":"search around for the perfect thing."},{"startTime":1006.005,"endTime":1010.1,"body":"They want the perfect thing"},{"startTime":1006.005,"endTime":1010.1,"body":"to be the first thing that they look at."},{"startTime":1010.125,"endTime":1015.08,"body":"So ideally, if you,"},{"startTime":1010.125,"endTime":1015.08,"body":"as the nutritionist, as the brand"},{"startTime":1015.105,"endTime":1019.4,"body":"designer, as whatever you are,"},{"startTime":1015.105,"endTime":1019.4,"body":"if you are the first one that they happen"},{"startTime":1019.425,"endTime":1022.54,"body":"to look at and you are"},{"startTime":1019.425,"endTime":1022.54,"body":"perfect, I mean, amazing."},{"startTime":1022.565,"endTime":1027.52,"body":"That is an ideal scenario because we don't"},{"startTime":1022.565,"endTime":1027.52,"body":"want to have to spend more time than we"},{"startTime":1027.545,"endTime":1030.895,"body":"have to looking at a bunch of competitors"},{"startTime":1027.545,"endTime":1030.895,"body":"trying to figure out"},{"startTime":1030.92,"endTime":1031.56,"body":"who's the best option."},{"startTime":1031.585,"endTime":1034.64,"body":"We want the best option to just"},{"startTime":1031.585,"endTime":1034.64,"body":"leap off the page and go, It's me."},{"startTime":1034.665,"endTime":1036.77,"body":"I'm the best option."},{"startTime":1034.665,"endTime":1036.77,"body":"Clearly."},{"startTime":1036.8,"endTime":1042.46,"body":"In order for us to be that for them, we"},{"startTime":1036.8,"endTime":1042.46,"body":"need to be what they need us to be,"},{"startTime":1042.485,"endTime":1043.77,"body":"if that makes sense."},{"startTime":1043.8,"endTime":1050.975,"body":"If they need us to be really clear"},{"startTime":1043.8,"endTime":1050.975,"body":"and really concise about our and what it"},{"startTime":1051.0,"endTime":1053.36,"body":"looks like to work together, then we need"},{"startTime":1051.0,"endTime":1053.36,"body":"to make sure that we're creating"},{"startTime":1053.385,"endTime":1055.9,"body":"that experience for them."},{"startTime":1055.925,"endTime":1060.86,"body":"If they need us to be"},{"startTime":1055.925,"endTime":1060.86,"body":"informative and knowledgeable and show our"},{"startTime":1060.885,"endTime":1066.12,"body":"expertise and help guide them through the"},{"startTime":1060.885,"endTime":1066.12,"body":"process with our posts and everything like"},{"startTime":1066.145,"endTime":1068.22,"body":"that, then we need to be that for them."},{"startTime":1068.245,"endTime":1073.05,"body":"But I just want to loop this back to what"},{"startTime":1068.245,"endTime":1073.05,"body":"I said at the start, where"},{"startTime":1073.08,"endTime":1077.16,"body":"you are still the most important part of"},{"startTime":1073.08,"endTime":1077.16,"body":"your brand because you are the"},{"startTime":1077.185,"endTime":1079.5,"body":"essence that keeps it alive."},{"startTime":1079.525,"endTime":1081.29,"body":"You the soul behind it."},{"startTime":1081.32,"endTime":1086.16,"body":"So whilst I'm saying all of this, I just"},{"startTime":1081.32,"endTime":1086.16,"body":"want you to keep that in mind as well."},{"startTime":1086.185,"endTime":1090.5,"body":"So if you see when you're doing your"},{"startTime":1086.185,"endTime":1090.5,"body":"self-analysis that"},{"startTime":1090.525,"endTime":1096.94,"body":"my audience needs someone who is really"},{"startTime":1090.525,"endTime":1096.94,"body":"bubbly and really down to earth and really"},{"startTime":1096.965,"endTime":1102.7,"body":"chatty, and I'm not that person,"},{"startTime":1096.965,"endTime":1102.7,"body":"I don't want you"},{"startTime":1102.725,"endTime":1106.92,"body":"to pretend to be that person to get these"},{"startTime":1102.725,"endTime":1106.92,"body":"clients because that is a"},{"startTime":1106.945,"endTime":1110.42,"body":"recipe for disaster and burnout."},{"startTime":1110.445,"endTime":1112.56,"body":"So I just want you to keep this in mind."},{"startTime":1112.585,"endTime":1116.57,"body":"If you start to realise that your audience"},{"startTime":1112.585,"endTime":1116.57,"body":"is needing something that you simply"},{"startTime":1116.6,"endTime":1120.98,"body":"cannot offer, or if you did offer it,"},{"startTime":1116.6,"endTime":1120.98,"body":"it'll be going against who you are,"},{"startTime":1121.005,"endTime":1122.77,"body":"let's change your audience."},{"startTime":1122.8,"endTime":1127.08,"body":"Let's change your audience and start"},{"startTime":1122.8,"endTime":1127.08,"body":"attracting people who wants someone more"},{"startTime":1127.105,"endTime":1131.01,"body":"introverted, wants someone who listens"},{"startTime":1127.105,"endTime":1131.01,"body":"more than they speak, wants someone who"},{"startTime":1131.04,"endTime":1133.38,"body":"is more on the quiet side, whatever it is."},{"startTime":1133.405,"endTime":1137.12,"body":"We can shift our messaging and brand and"},{"startTime":1133.405,"endTime":1137.12,"body":"everything to reflect that"},{"startTime":1137.145,"endTime":1140.18,"body":"and magnetise that person."},{"startTime":1140.205,"endTime":1146.25,"body":"So whilst it is really important to be"},{"startTime":1140.205,"endTime":1146.25,"body":"able to identify with brutal honesty"},{"startTime":1146.28,"endTime":1150.7,"body":"how your audience is feeling right now"},{"startTime":1146.28,"endTime":1150.7,"body":"when they experience your brand,"},{"startTime":1150.725,"endTime":1154.32,"body":"it's also really important to know"},{"startTime":1150.725,"endTime":1154.32,"body":"how they want to be experiencing your"},{"startTime":1154.345,"endTime":1158.01,"body":"brand and whether that's in alignment"},{"startTime":1154.345,"endTime":1158.01,"body":"with you and then adjusting if necessary."},{"startTime":1158.04,"endTime":1163.495,"body":"So that is what I'm going to leave you"},{"startTime":1158.04,"endTime":1163.495,"body":"with today, thinking about what your"},{"startTime":1163.52,"endTime":1166.6,"body":"audience is feeling right now, but how"},{"startTime":1163.52,"endTime":1166.6,"body":"they want to feel and how we can deliver"},{"startTime":1166.625,"endTime":1170.98,"body":"that experience for them"},{"startTime":1166.625,"endTime":1170.98,"body":"in a way that aligns both of us,"},{"startTime":1171.005,"endTime":1175.14,"body":"because that is what is going to"},{"startTime":1171.005,"endTime":1175.14,"body":"get you over the line."},{"startTime":1175.165,"endTime":1178.98,"body":"If you can deliver that experience that"},{"startTime":1175.165,"endTime":1178.98,"body":"they are wanting,"},{"startTime":1179.005,"endTime":1183.46,"body":"then you are ticking a very big box when"},{"startTime":1179.005,"endTime":1183.46,"body":"it comes to their purchasing decision."},{"startTime":1183.485,"endTime":1187.16,"body":"And like always, there is no one"},{"startTime":1183.485,"endTime":1187.16,"body":"thing that's the be all and end all."},{"startTime":1187.185,"endTime":1188.28,"body":"It will make people buy."},{"startTime":1188.305,"endTime":1190.86,"body":"It's a combination of"},{"startTime":1188.305,"endTime":1190.86,"body":"things along the way."},{"startTime":1190.885,"endTime":1193.46,"body":"But there are some that hold"},{"startTime":1190.885,"endTime":1193.46,"body":"more weight than others."},{"startTime":1193.485,"endTime":1198.5,"body":"And particularly for higher tickets"},{"startTime":1193.485,"endTime":1198.5,"body":"investments,"},{"startTime":1198.525,"endTime":1204.33,"body":"people want to feel a particular way"},{"startTime":1198.525,"endTime":1204.33,"body":"about the brand and about the experience."},{"startTime":1204.36,"endTime":1208.56,"body":"But look, this even goes for"},{"startTime":1204.36,"endTime":1208.56,"body":"product-based businesses, honestly."},{"startTime":1208.585,"endTime":1210.46,"body":"And I've experienced this myself."},{"startTime":1210.485,"endTime":1214.8,"body":"If I go to a website, I'm looking to buy a"},{"startTime":1210.485,"endTime":1214.8,"body":"particular thing, and there's a few"},{"startTime":1214.825,"endTime":1216.77,"body":"websites It's a sell a similar thing."},{"startTime":1216.8,"endTime":1221.05,"body":"But I go to one and it just"},{"startTime":1216.8,"endTime":1221.05,"body":"does not make me feel safe."},{"startTime":1221.08,"endTime":1222.48,"body":"I don't trust the website."},{"startTime":1222.505,"endTime":1225.53,"body":"It doesn't look like there's much"},{"startTime":1222.505,"endTime":1225.53,"body":"care that's been put into it."},{"startTime":1225.56,"endTime":1228.46,"body":"It's been haphazardly put together."},{"startTime":1228.485,"endTime":1232.29,"body":"I look at their Instagram and they"},{"startTime":1228.485,"endTime":1232.29,"body":"I haven't posted in over a year."},{"startTime":1232.32,"endTime":1234.76,"body":"All things like this that"},{"startTime":1232.32,"endTime":1234.76,"body":"make me think, is this a scam?"},{"startTime":1234.785,"endTime":1237.175,"body":"Am I going to receive my item?"},{"startTime":1234.785,"endTime":1237.175,"body":"I don't know."},{"startTime":1237.2,"endTime":1239.88,"body":"I'm going to go buy it from somewhere"},{"startTime":1237.2,"endTime":1239.88,"body":"else, even if it's more expensive"},{"startTime":1239.905,"endTime":1242.77,"body":"somewhere else, just because"},{"startTime":1239.905,"endTime":1242.77,"body":"I want to make sure that"},{"startTime":1242.8,"endTime":1245.53,"body":"I'm buying from a place that I trust."},{"startTime":1245.56,"endTime":1248.38,"body":"So it can play into"},{"startTime":1245.56,"endTime":1248.38,"body":"product-based businesses too."},{"startTime":1248.405,"endTime":1253.22,"body":"So the expectation versus the reality,"},{"startTime":1248.405,"endTime":1253.22,"body":"the expectation of how your audience wants"},{"startTime":1253.245,"endTime":1256.6,"body":"to feel and how they want to experience"},{"startTime":1253.245,"endTime":1256.6,"body":"your brand versus what's"},{"startTime":1256.625,"endTime":1258.33,"body":"actually happening right now."},{"startTime":1258.36,"endTime":1262.52,"body":"And let's make some changes if they're not"},{"startTime":1258.36,"endTime":1262.52,"body":"meeting because they need"},{"startTime":1262.545,"endTime":1264.01,"body":"to be the same thing."},{"startTime":1264.04,"endTime":1267.76,"body":"Their expectation and the reality must be"},{"startTime":1264.04,"endTime":1267.76,"body":"the same in order to build"},{"startTime":1267.785,"endTime":1269.57,"body":"that trust for your audience."},{"startTime":1269.6,"endTime":1273.94,"body":"And this is a big part of having them feel"},{"startTime":1269.6,"endTime":1273.94,"body":"seen, heard, and understood by your brand,"},{"startTime":1273.965,"endTime":1277.05,"body":"is if you can reflect that"},{"startTime":1273.965,"endTime":1277.05,"body":"experience that they want to have."},{"startTime":1277.08,"endTime":1279.53,"body":"So I hope that was helpful."},{"startTime":1279.56,"endTime":1284.24,"body":"I hope you have a great week and I'll"},{"startTime":1279.56,"endTime":1284.24,"body":"catch you back here for the next episode."},{"startTime":1284.4,"endTime":1289.29,"body":"Thank you so much for tuning in"},{"startTime":1284.4,"endTime":1289.29,"body":"to another episode of Brandology."},{"startTime":1289.32,"endTime":1291.48,"body":"I am so happy to have you here."},{"startTime":1291.505,"endTime":1294.14,"body":"I hope you got something"},{"startTime":1291.505,"endTime":1294.14,"body":"out of this episode."},{"startTime":1294.165,"endTime":1297.84,"body":"If you did, I would so love it if you"},{"startTime":1294.165,"endTime":1297.84,"body":"could hit that follow button"},{"startTime":1297.865,"endTime":1299.53,"body":"on your podcast platform."},{"startTime":1299.56,"endTime":1303.72,"body":"And if you really loved it,"},{"startTime":1299.56,"endTime":1303.72,"body":"it would be so amazing if you could"},{"startTime":1303.745,"endTime":1306.38,"body":"leave a review on Apple podcast."},{"startTime":1306.405,"endTime":1308.5,"body":"It really, really helps."},{"startTime":1308.525,"endTime":1313.5,"body":"I would also love it if you could share"},{"startTime":1308.525,"endTime":1313.5,"body":"this podcast with your business besties"},{"startTime":1313.525,"endTime":1319.84,"body":"because I'm dropping new episodes every"},{"startTime":1313.525,"endTime":1319.84,"body":"week all about the soul and strategy"},{"startTime":1319.865,"endTime":1322.52,"body":"behind building fearless brands."},{"startTime":1322.545,"endTime":1327.57,"body":"And I would love to spread the word"},{"startTime":1322.545,"endTime":1327.57,"body":"to as many entrepreneurs as I can."},{"startTime":1327.6,"endTime":1329.24,"body":"Thank you so much for listening."},{"startTime":1329.265,"endTime":1334.2,"body":"And I'll be back in your ears next week."}]}