How did the Membership come about? with Guest Dawn Baxter.

Welcome back to the next Series of Stop Waffling and Start Selling.

In this episode I am joined by Dawn Baxter, founder and owner of Beyond the Dawn Digital, who helped me to see the power of podcasting and who's team produces these episodes each release. 

I wanted to give some context to why I am opening up my Substack Membership and how this method of resources came to be from origin right down to what plans we have for the future. 

Whether you are listening through your favourite providers or a free subscriber to my Substack, you can today join my membership for more and more exceptional behind the scenes, deeper dives and valuable bonus resources and episodes. 

Learn how here

About Sandra:

Sandra ten Hoope is a Sales & Story Strategist and corporate attorney. Drawing from her own experiences with three challenging relationships, she empowers professional women to rewrite their personal narratives. In her 2020 book, Do Not Try HIM at Home, Sandra reveals the duality of her life—successfully closing multi-million-pound deals while living in fear at home. The book struck a chord with countless women who saw their own struggles reflected in her story, offering them comfort and a sense of community.

Many entrepreneurs among her readers reached out, eager to understand how their personal stories could enhance their business growth. Sandra's answer was clear: personal experiences, no matter how difficult, are invaluable assets. As a Certified Business Strategist and Master Persuader, she created the Stop Waffling, Start Selling podcast, helping business owners harness the power of their unique stories. This storytelling approach personalizes brands and draws in clients, with Sandra advocating for strategic sharing, even in small doses, to make a powerful impact.

Transcript

Welcome to stop while playing start selling the weekly podcast in which we dive deep into the world of persuasive storytelling, effective sales techniques and practical strategies to help you grow your business.
Hello, listeners. So here we are on a very special day, the 19th of March, it being Pisces New Moon. We'll touch upon that later, and today, as an addition to the wonderful stop offering, start selling podcast, I am opening a sub stack membership with the same name, and I'm joined here today by the wonderful Dawn Baxter of the BTD agency and studio, and without her and her lovely team, none of this, not a podcast, not a membership, would ever have seen the light. So I figured that for the opening of the membership, I would have a lovely chat with Dawn and we talk about, well, how all this came about, the hurdles, the fun, the reality of things. Yeah, so, but first of all, for my listeners, Dawn, tell us who you are.
Oh, this is always such a hard one, isn't it? I'm some random bird on the internet, and I help wonderful, amazing, inspiring female entrepreneurs. The majority of my clients are female, to get their messages and their support networks and their ripples of amazingness out into the world. And I am, if you think about, you know, the way that messages are given to people, I'm not the captain of the ship, I'm not the sea underneath, and I'm not even the destination of that message. I'm the boat. Yeah, I take you from one harbor to the next harbor and me, and not just me, but my incredible team, past current and I'm sure future, have a dedication for making sure that our people have the opportunity to do the things that they really want to do within their businesses, so often to do with their purpose and the sharing of information. So we're like, almost like anti gatekeeping, if you will. But it isn't just fluffy stuff. It's not just for hobby. We help people build sustainable, real businesses, not necessarily the big, showy stuff that people might expect, although we have worked with some incredible large names, but we, the majority of our clients, are just normal people making good money and doing it their way, and also doing it whilst creating a positive impact into the world at the same time and and I think as an agency, the thing that stands us apart, and the thing that people might recognize the most about us is that we do have an ethical footing where perhaps sometimes marketing can be seen to be a little bit of a shady business, and it can be, and we could have made probably quadruple the turnover as an agency had we been willing to do it, you know, the old boys way, yeah, but we don't actually go for that, because that's not what makes us Happy day in, day out. It's not a good example for our children, for our friends, and it certainly doesn't always long term support the client, either. So we've gone for a different method. We didn't like what the industry kind of offered to us, and we decided that we would create a completely new path, and that has been challenging, but wonderful.
Yeah, well, exactly. I mean, obviously the fact that there is a podcast and a membership has everything to do with, you know, I love that you say that you're in the agency, that you're a boat, because you do bring your clients from A to B, or rather, the clients get on the boat, and the destination is their clients, their audience. And for me, I've struggled so long to find the perfect format to get my message out. And in this industry. Be, and there are so many people shouting so many things. And honestly, as much as we trust the message that we have to share, we really need a life jacket, so to speak, if we stay into nautical terms, and that's what you offer. You say, you know, get on board. Where do you want to go? How do you want to get your message across whichever platform you choose? I wouldn't say every tone of voice, because, like you said, it's an ethical thing. We don't go for the hustle and grind. We don't go for the emphasis on the whatever figure. We don't go on the route of buy now, or else there is no scare mongering in any of the messaging for any of the clients that you work with, and that sets you apart. It's not like I come here and I say, package this up. And it doesn't speak to how you would want to bring your own message into the world, and that's what I love from whenever we met, I met Dawn, just before I was ready to publish the book, and I signed up for a program. And one of the benefits of the program was that for whatever product or service you wanted to launch, the agency would prepare what we call a freebie, a taster, what you want to bring out. Yes, and I am lovely when it comes to writing stuff, and I'm getting used to now talking well through the podcast, but I have no knowledge still about getting things into a lovely design or systems, and obviously the agency does. So I ended up with a lovely, as we call freebie, with respect to what was going to be the book then Dawn, agency helped me a lot when it came to the launch of the book and social media around the launch, and I didn't have a big next step in mind. But then, you know, the book being my personal story about toxic relationships that I endured and survived, people came to me because I'd already had a network in the online business owners industry, so to speak, and they came to me and said, if, if I you know my personal story, would that help my business? And if so, is my story worthy enough? Because, luckily, not everybody that I know has undergone trauma, and even people that do not always want to speak about it publicly. And you know that's fair enough, because it takes you have to go over many herds before you can talk about, you know, all that kind of thing that happened to you. But everybody has a story of change or transformation in his or her life that if you bring it in a certain way, in a way that fits you, in a way that you feel safe and comfortable with, can help your clients, absolutely. Because the one thing that that I tap into when, when I'm looking around to work with people, is their transformation, and it can be as little as someone who's moved to Spain, because obviously that's a process that I'm engaged in, and I'm like, Oh yeah, something that sparks my interest in a person, and then obviously, you know, it has to be a combination of of the surface that they're offering fitting what I'm needing at that moment. So I always say, you know this, there is a story in everybody. No story is ever too boring to brand.
So there was this question, and
I still didn't. Know which way to go. I got myself some certifications, you know, being a lawyer by day, job trade, so to speak, I didn't feel comfortable just sailing as I did, in a very natural way with with business owners on their story, on the uniqueness of their service. I just that always came to me very naturally, but I didn't find that enough to dare to say that I was able to help others. So I've got certifications. I became a master persuader, a business strategist,
which was so exciting and you didn't need it. It was underpinning the skill that was already there. Wasn't it. But I, I remember when you told me about doing that, and I was 100% on board. Because when you are a type of person who's worked in corporate the way you have as well, not just, not just low level, private corporate, but like finance, I think it is. Important that you're aware of due diligence. It's important you've worked in compliance the entire time, so being compliant and being able to back that natural skill up with those qualifications, although it was completely unnecessary because you you already had everything that you needed, all it did was help for you to refine, and I don't know, even, like, unlock some other ideas, which probably would have come to you eventually anyway, but it kind of fast tracked that thing. And yeah, that was wonderful. Yeah.
So then I have the qualifications, I still don't know which way to go. And then Dawn launches a course about starting your own podcast.
This is just a little thing, wasn't it?
It's like Helen of Troy that that podcast. It launched 1000 ships,
yes, yes. And dawn. He thought, maybe dawn. He thought, You know what? I'm going to teach people how to, you know, do their podcast, and it was a very comprehensive course. It had everything from your idea to systems to editing to marketing to monetizing the works. And then there was the option, so now you know how it works, go and fly, or we could help you. And I think that the majority of the people on the call said, Yeah, go on.
It was great help us. What it was was I was talking it through with my team, and I said, Look, we've been doing visibility or audits. And, you know, I've been doing visibility audits as long as we've done social media. It's been, it's very much a basis point that we do all of the time. It's never off the table. And we've been doing a number of visibility audits. And during these visibility audits, our own included, we realize the power of reach for the podcasts, for ourselves and our clients. And I'd had two or three team members supporting podcasts. One of them had been creating podcast graphics. One of them had been editing the actual audio. Another one was kind of understanding the whole messaging, helping them name that, you know, figuring out what what music should be attached to the branding of it, because it is essentially another branding exercise within your business. And we're having this conversation, and I'm saying, you know, what's the one thing that my clients are missing that is relatively cheap or free to do or that would have the most impact, basically. And that's where that, course, came from. And because we've been involved in so many launches of podcasts, our own included, up until that point, in a kind of, like supporting measure way. And then there was three or four different people where we've done the whole thing, start to finish with them. It was like this, this is a really simple and I was so casual about it. It was one of those, you know, we were talking earlier about me being a manifesting generator, and we were saying that I just had this moment of, I'll just throw that together. I'll just, I'll just pop that together, because that'll be handy. That will, you know, some people, some people will find that handy. I think, anyway, I don't do anything without first doing market research, and nothing ever comes out of my mouth that I may give an opinion, but that opinion is very often stemmed in my expertise. If it's not stemmed in my expertise. It's going to be backed up by actual fact, and that's because I have a bit of a bug bear about fact and opinion often being muddled. So I like to make sure it's really clear. So before I did it, I actually went deep, deep, deep into the market research. And I found that it was at that time, the first time we launched it, which was like, I think 2024 January, 2024 might be 2023 now might have been 2023 gee whiz. Time has flown. And it was the most low cost, impactful thing you could do for your visibility in your business. And the statistics were insane. They were insane. So we're going, oh yeah, this is the thing that our clients need. We left that two week of kind of researching and getting all the information together, having team meetings, sharing the statistics, like trolling the internet, buying because I do like to buy market research as well. I don't just trust my own I like to get other people's market research, and we cross reference everything. This is why sometimes I say that we're not marketers, we're scientists, because when we get into that mind, we're wanting to test the theory. We're wanting to prove it wrong. You know, we're trying to see how robust. It is under different states. Yeah. Anyway, once we done all of that, I was like, oh, okay, this is actually something that needs our clear attention. Oh, this will be handy for my clients. Turned into, Oh, my God, every single
one of my clients needs this now,
and the passion was really there for it. But yeah, I think at the time, I made a decision that I would make it accessible so it was cheap and cheerful. I think it was under 100 pounds to attend the course. And if you wanted to go VIP, it was a little bit more. But within the VIP, you would get our support in actually getting the podcast up and running. And yeah, very few people just bought the course. Everybody wanted the legs after the course as well. And that helped us launch some of the most wonderful business ventures for our clients that continue even today. Many of them monetized. Many of them have opened up networking doors that have led to completely other things that they couldn't imagine. I mean, one thing I think I said in the course is that the opportunity of networking just purely by having guests, yeah, exactly on your podcast, is just wonderful. It is a six degrees by separation, but intimate relationship marketing, not, not the marketing that, sorry, networking that we'd kind of gotten bored of, which is go and stand in a room and hope that somebody talks to you, have somebody ask you to give you their elevator pitch to them in 10 seconds, or whatever. Eat a tiny croissant, drink a glass of orange, and then go home. You know it was, it gives people more than that. And the thing is, you and I discussed your visibility because you'd been part of another amazing offer, which we don't actually run anymore, because what we used to do it was, it was content club. Do you remember I do and you would, we would make the content for you, make the captions, make the designs and give them to you in a Google Drive. And the reason that offer failed. It failed for a beautiful reason. 90% of the people who went on the offer upgraded to FULL social media management.
So are you seeing a little pattern here?
Yes, I am. Yes I am, indeed, but we don't do discuss your visibility. And I think I know that it's a strange thing to say, but I think I remember a conversation where I said to you that I found your voice very soothing, and I thought you'd be good on audio, because I thought your voice would lend to podcasting really well. And we were right.
We have arrived. I'm still very unsure on the voice, and today I do not love listening to myself in the episodes, but however, I do love listening to my guests, so that's why I listen to the episodes I did with my guests, because when, when we do The podcast, and we've just done two days of recording of the third season, and Dawn has also seen it in me, and some guests have pointed it out, I think I finally landed in the format of podcasting, and I've landed in my role as a host, and there's a whole episode on human design with Kirsten, and it's very It will be wonderful to listen to. But in human design, I'm a generator, and my energy should thus be to respond. And I'm now so confident, but also because the setup here in the studio and working with Dawn in the team is so natural now I'm so at home in the studio, and just dare to let the conversation take its course, and I I give a little intro on who is the guest, and then the guests start to speak, and I respond, and it feels so natural. But like I said, this is the third season. There have been 25 episodes so far. So I would love to say not just if you're venturing out to do a podcast, but maybe if you're new to messaging at all. If you're just getting your first post out on whatever social media platform, give it time. Very few of us will feel very confident and very natural the first time that they venture out in the realm of visibility, because it's quite you. It's also quite different. I mean, I think that we've now gotten used to, and especially younger generations are very accustomed to, you know, they go out, they they post things, they take selfies. But when it comes to doing the same for your business, which even though, you know, everybody's speaking about personal brand, and obviously it's your business, you bring yourself to that business. It's different. If it's not like just showing the world what you're up to, but trying to get a message across to your audience, to your clients, it does give it has a different tension to it. So if you're just starting out, in whichever shape or form, speaking about your business, writing about your business. Give it time. It has taken me, this is season three to really say, Yeah, okay, this is what I do. I love being a host. I love speaking to people. I'm way more relaxed in an interview kind of way, which is also why the opening of the membership is a conversation between me and Dawn. I'm not the kind of person who does well in a solo workshop, kind of situation where I would have spoken into the abyss, as I always sense that to be. And so shown a wonderful presentation about what what the membership can can offer you. I'd rather be in a conversation about that you learn to do it truly your way. Because while Dawn, he was thinking of this wonderful podcast, course ending up and being a, you know, a big chunk of of the agency right now, but obviously, you know the cause. We could have done it ourselves. Everything was in there, but like hardly any of us chose to do, so I was thinking after I'd done my certifications of offering audits on people's sales pages, from my very natural perspective, pointing out where people were under showing themselves or just working from a general format, whilst people could be so more personal, even when it's about their business, and people just all about the features, like so many modules and stuff, and not about the true benefits of their service. So I was thinking of doing that, and obviously, then I was still time poor. And maybe luckily so, because for my energy, working with people on a one to one basis, on a as I was planning to do many audits a week basis. Yes, I remember would have drained me energetically. So luckily, I didn't have the time, as I was still full time working in corporate. But while Dawn was working on a podcast, I was working with some people on that concept of the audit to get a website out there, and I had a conversation with someone specialized in funnels and with my still luckily friend, and then VA Max, and all of a sudden the word waffle felt like people should stop waffling. And at that moment, the Stop waffling start selling concept was born, but it was meant basically for the audits. But the audits never flew. And when it came to, you know, as I signed up as a VIP, because I could sense that no matter how good the course was, the systems and stuff was not for me. We had a title to work with. We had a lot of work with so we started in 2024
and the idea was for me to be here like every three months.
But I was also selling my house, yes, and we're selling the house, gay, moving and even twice, twice, yeah, so, and last year, I took on another corporate assignment. And that was a tough one. It brought me into a burnout situation, which did not really make for a lot of broadcasting energy. However, in the autumn of 2025 we did the second season. We did. We managed to do the second season, and the interviews were lovely. I have been blessed from day one, not just with the support from dawn in the team, but also with the most loving and giving and open guests, especially the people from the first season, when I. I really had to get into my role. I could not thank them enough for being with me so early on their journey. And they're all, you know, they all contribute to where we are at now, because I can only be as good and prosperous as the guests. Openness allows me to be as, you know, as we established, I respond. And every single one of them, from the first interview to, you know, the one that we did this morning, they've just been themselves. Yeah, brought themselves. We've had the old tech hiccup, usually caused by myself.
No, we're blaming mercury. We're blaming mercury
and all sorts. And they've all been troopers. They've been
so good. They've been so good. I mean, one of them managed to literally hack into a studio that was a private studio, which I've never seen happen before, and that was brilliant. That was that really made our day, didn't it? But I think you're not giving yourself enough credit there as well, because the guests have been monumental. They're great, great people, and they're interesting people, and they're engaging people, and they're open, and they love you, so they feel incredibly comfortable having those conversations with you, and you create that container for them to be able to feel safe to do that. But also, the reason why these people are incredibly good is because you have cultivated a friend relationship and professional relationship with good people, and you've been able to see you know, how wonderful these people are, and to give them that platform and to raise them up to your audience, and it's not an accident that they're all wonderful, no, I
guess not. I guess not. I mean, yeah, because, you know, building a network, we could see that. Over the last two days, we came up with all sorts of collabs, yeah, with not one, but multiple guests that we will bring to you as the year progresses, that you would say just happened on the spot. But the basic is, there, us, knowing each other, me, knowing the guests, some of the guests you do know. And then a topic comes up, and all through those two days, I'm sitting here on the sofa, and Dawn is opposite, keeping an eye on tech and making videos and photos. And there's not been one conversation in which I didn't sort of sneakily peeked at her, knowing that it would resonate.
Yeah, yeah. You'll often find me making notes on my phone, taking pictures, doing videos, and every now and then I could feel myself doing this, yeah, like yes, I agree strongly with that comment. But you know, as a producer, I am not the greatest at just staying stony faced whenever we do recordings like this, you you know, sometimes I can, but if I find it incredibly interesting or engaging, I struggle. And there's been many a time where something interesting has been said and I've wanted to go, yeah. I felt that, oh yeah, I understand that. And that's the bit where I do manage to stop myself. Most of the time, there has been the odd one, you know, where you'll hear a little Oh yeah, you know, for me, in the background, and then the girls will have to edit that out.
Please, please, if, if it occurs, please keep it in, because that sets you apart, I think, from the more very technically skilled but generic studios and your sort of podcasters, the ones that broadcast from here, that do the recordings here, none of them are coincidental, either. No, your client base is not just, you know, it's not like, okay, they sent you the one message, the one telephone call, and here they are, and boom. It's also a relationship that has been built over years, which makes every podcast that I listen to, that I know stems from here, and every picture that you would see of people sitting on this wonderful sofa. You see a relaxedness that yes, that I don't see. I sometimes see people recording in a studio, and they're Yes, very and it goes well, the conversation is well, but you can tell that they're in a studio. You all of us here, feel like, Oh yeah, it's like a second home to us. And we just sit here and we don't feel, yeah, we don't
feel we have a nice brew. Sometimes we have a blanket on our knee, yeah?
We do. And I sip on the brew, and trust me, it's just the regular tea. But you know, me being Dutch, I love a proper brew, a proper English brew with because in the Netherlands, I drink my tea the Dutch way, which is just, you know, tea. But here we go, sugar and milk. Obviously we do. So I have my brew. We like that. We have, we have the old hiccup or whatever, and it's all good, and it need not be edited out. It need not be polished. So ultimately, like I said, we hear the third season of the podcast, but in the last year, I thought, what else can I do with the knowledge that I have now on on marketing and sales, and as you've gone, hopefully to know me, because I'm you might, this might be the first time that you see anything about the podcast. And if you do, do, you know, check on previous episodes and start with the interviews, because you're back. Yeah. So good. Thank you. It's all about the guests. So start with the interviews. And then I thought, what else can I do? And I came up with the idea of a membership, yes, to sort of bundle knowledge, and then I wouldn't say her rest. It took me a long time, with all the help I was getting from from you and other wonderful ladies, to find the perfect setup, like which platform to use, and we decided, ultimately on sub stack.
Also because there was a big thing,
a very practical matter, which is VAT both from a Dutch perspective and a European perspective. So that took a lot of sorting out. But we finally, I finally made a decision. I mean, of course, I mean, you should really be like, I know it's like, beyond the dawn, but it should be PTD, because the fee of patience is just incredible. Because I, yeah, I felt always supported, but never steered into a certain direction, never pushed.
Can't be rushed. It's got to be right. And you know, sometimes we can look like we are slightly on the passive side, but we, we won't ever let you drift too far. But we will never try to force something before it's ready, you know? So, yeah, I'm glad you felt that way. But you you had to figure out the right and you have, it's amazing, yeah.
So, and then obviously, I was held in filling the substac membership and, you know, everything, so that if people sign up, it all works also from a text perspective, which is not as easy as the likes of stop stack. Don't listen. Stop stick make you believe. You know, I think that if you're very accustomed to systems, it can be an easy ride. If you're not, you might be discouraged at some point, and then obviously call Dawn II, because it would be a shame if you're a creator, because subject allows for podcast episodes to be there, but you can blog, you can run a membership, you can choose not to, but it offers so many options to creators that do not let the tech withhold. You get help. It's an investment that will easily pay itself back, if only in in mental space. Which is the most important bank we have, our mental bank. So we started filling the membership, yeah. And now, if you would sign up, there is a roadmap. It's it describes 12 roadblocks that keep business owners from selling with confidence and thus making bank, right, right? Because all of us want to serve our clients, all of us want to get our message across, and it's a business, so we need an income. And there is hurdles, like I had my tech hurdles, but there are hurdles that are so easily overcome, if you know how. And I want. Something that was very accessible. Yeah, that's a personal choice to keep the price at the point where it's at. It's like nine
ridiculously wonderful, accessible, accessible. So is more than reasonable price point that shocked us all, yes, and I still you stand by it, and we support wholeheartedly, yeah, and we're going the year of 2026, I think we've had this conversation before. We're going for absolutely ridiculous value. Are we not?
We are so it's nine euros a month, and obviously there is a slight discount, if you would sign up for a year, you get access immediately to the full roadmap, because it's built around three elements. There's clarity, confidence and conversion. And depending on where you are in your business, journey, or in the development of the service that you want to bring out, you might stumble more on the one than on the other, but I think ultimately, it's an ongoing circle. Whenever we come up with a new surface, whenever we reach a new level. Yeah, I'm I'm using the same roadmap for two other business ventures that I'm working on. So I'm using it for myself. Is this clear enough?
Does it really feature everything?
And I want to say, is it more about the benefits then the actual features, etc, and also to think of the next sort of 12 Steps within the membership, there's 12 in there now. It covers a full year, obviously, depending on the way that you learn, the speed at which you learn and implement, depending also on where you, where you, what your entry point is. You can take 12 months. Yeah, you can take 12 days. You can take 12 weeks. You can just focus on three things. You can do it all. So part of it is really you can do it all yourself, and there will be more support as the membership grows. We have recorded five bonus episodes from the guests of the last two days that will go into the membership. So excited. That's really all all all the chats that we had, I think the common themes are, change fear of change freedom. And that's defined differently by all the guests. What kind of freedom are we talking about? And, yeah, transformation. Because none of them have been doing the same thing for 30 years. No, they've all transformed
completely different walks of life, completely different expertise. But there was a common thread throughout the conversations. Wasn't there, and I think it comes down to learning, as a business owner, how to have agency, yes, and how to have confidence, deep, deep, not just on the surface I'm performing for others, confidence, but deep convictional confidence in autonomy over the way you do things, the choices you make, and all of those really good things. And this is why,
when it comes to choice, the revelation to many of us, even still to myself as I'm on a crossroads, having just left corporate and opening the membership, and in the back of my mind to other things lurking,
the idea that you could have the choice.
Yeah, it's, it's truly mind blowing. And at times it stops you like, oh my gosh, I've got a choice. And you take three steps back, like, do I have a choice?
And this is the wonderful thing about the membership, because although your content is incredibly valuable, the public content is there, and everybody can enjoy that. And that's a wonderful thing for those who are really serious about scratching beyond that surface level. The content of the membership does allow for people who are in that space and ready to for nine euros as well is ridiculous, in a good way, and allow them to take that introspection that actually you don't realize sometimes, as a business owner, because. We get so bogged down in the day to day. We got so bogged down in the task. We get bogged down in the making money, and then we have more content in a day on our phone than what our ancestors used to say in a year. And it does flood your brain. And one of the most kind of universal thing that we've seen in our time time in, time out, we've discussed it many a time, is that true, successful business owners, entrepreneurs and thought changes of the world give themselves those tools where and sometimes we're a bit naughty. Sometimes we have to be on the edge of burnout before we go, oh yes, this is what we're supposed to do. We're actually supposed to give ourselves that time to introspect and think about interesting ideas that actually serve us, and that's what the membership has got in it. And you'll get the entrepreneurs that understand the value of that, that want to have an asset bank and tools available at their fingertips for whenever it suits them. 3am you know, 3pm on a Tuesday doesn't matter. And I think ultimately that's where the deeper level comes in, and those are the people, the people who are recognizing that being fancy online on social, and saying that you're an eight figure trillionaire is not actually what real successful entrepreneurs are doing. Real successful entrepreneurs are being very happy about the fact that they're perhaps taking 20 or 30k home a month. They're not they're not trying to take 2 million a month. Do you know what to me, I know successful entrepreneurs that are successful because they can have dinner with their family, yes. And all of these choices, all of these moments of figuring out what actually makes your lifestyle fit what you want. I dare not say make you happy, because I might get told off.
We've had a very interesting conversation about happiness with one of the guests, and it's for provoking, as most of my guests are, but at least we change happiness more with comfort and and all of the guests, like I said, they had a different definition of freedom. They have had a different definition of why they changed the way they were living and and what success really means to them, and also, like I said, we want to make an income. We want to make an income that sustains our household, so to speak, and allows for extras, but you can achieve so much of your desires and give yourself and your family so many things without that humongous figure attached. I have nothing against making money. If people make seven figures, eight figures, good on them, but I hate for people to think only if they reach that goal, they will have the freedom and happiness also true freedom, as we learned also from all the guests over the last few days and also from guests that were before us in the other seasons. Yes, we talked about legacy and freedom also with them
the moment you make the choice
is when the wealth begins, the mental wealth,
I agree, and then the actual wealth follows the mental wealth nine times out of 10. It is a clear pathway once the mental wealth is in alignment to the actual whatever wealth looks like for you as well, because not everybody has the same idea of that. What I love about these types of tools like your membership is that they are active in terms of reversing distraction. And my sister Jillian told me about the dead cat theory. Have you heard of the dead cat theory? What's that? So it's basically, it's a misdirection technique where, say, for instance, there's a conversation happening and the subject of the conversation is something that somebody doesn't want spoken about. So they will throw the dead cat. They'll throw another conversation that is distracting. It's a misdirection. It takes away from so for instance, somebody could be saying, oh, there's a hair in my salad. Oh, did you know that Sally Joe was cheating on Matthew and. Everybody stops looking at the hair in the salad and starts to, oh, you're joking salad. Joe is doing what? And I'm not going to sully this lovely podcast with with anything world of anti but it's used quite a lot right now in politics. That's all I'll say. It's a tactic being used, let's just say, and our entrepreneurial world is full of it. Yeah, we are as much as, as much as we are business owners, we are performers, we are magicians. We are constantly with the Cirque du Soleil. You know, we're constantly doing these things and distracting sometimes intentionally, sometimes maliciously, most often not, but occasionally maliciously, you know, and actually, as a business owner, one of the best things you can do sometimes is opt out of The distractions, find little safe havens to do the real work, to do the real stuff that's actually going to move the needle without getting soaked into all of these different things online. And that's what the membership provides.
Yeah, I wanted it to be very bite size, so to speak, per subject. So for all of the elements, we have the clarity. And I think the clarity is not just about what it says on the tin, clarity about the service you want to provide to your clients. Hidden in there is the choice, clarity that you make wanting to go into business and offering this service. It's not spelled out, but it's sort of implied. It's your own clarity, it's your own confidence, yeah, and other it's also more than conversion. Is more than sales. It's also yourself, sort of converting into being that business owner offering that service, so on the TV. Bite size, so for every element, there's four roadblocks. Every roadblock has its own monthly map. There's a short explanation. There is like a tick to box exercise. Have you thought of this? Have you thought of that? And as the membership progresses, we'll see if there is more support needed, and what would be the best form of me to provide it. But it's in the setup. You can sign up, you can see it all, work through it all. And what I also love from obviously, from my own timing perspective, there will be at some point, there will be zoom calls. But it's not like if you don't attend the session on the Tuesday evening, at eight o'clock, you're behind. Nobody's ever behind. Now you can start at roadblock 12. You can start at one. You can jump to seven, you can go back to three. Nobody's behind, because everybody is over the roadmap. It's, it's, it's their own journey.
Yeah, yeah. And I think you know, you've picked a perfect time for a resource like this to come out, not just from a demand, because people need it and they're going to love it, but for you and the perfect timing of you being ready for it to be live now, and it's available today, right? It opens today.
It opens the day. So
obviously, you know, having always been a lawyer and a compliance officer, I'm very about logic, yes, and I'm very about science, so to speak, I've always had this like, astrology, inkling, like it, not like it. But the one thing I've always felt, especially as a woman, which is scientifically proven that the moon has an effect on women's cycle, right, as it does on the sea, as it does on anything watery on this planet. So that's we like 70% water we are. So there is a science to the moon cycle and how it affects so many things on this planet. So that's
just physics, because we're talking about the way the moon affects water in terms of gravity, right? So we are also swayed with the same exact tide.
So, so the tides the cycle. So there is science in the moon from that perspective, and then there's the other side, the more astrology side of the cycle and everything. And I've always sensed every time that the moon was, you know, almost full, that I got way more. Call it energetic. Call it whatever you want to like it, but it was a different energy setting. And the moment that the moon is full, I feel my energy dropping, which we are recording this on the third of March, full moon. And the moon has sort of been full this afternoon, and I can tell, are we launching this on Pisces, because I am a Pisces. Because ever since I tap more into what is this all about, I was very aware of what the full moon would do, and I've learned more about what the new moon does, which really is a starting point in that cycle. It's a great starting point for a business, and especially it being in my sign, I'm like, yeah, if, if there ever was a perfect day to open to start the cycle, because the roadmap in itself is a sort of cycle.
It is today,
yeah, yeah, and it's all in alignment. It all fits with everything that you're providing. And it's a perfect time for your people to jump in.
Yeah, and I hope many will do.
I hope so too, because, you know, when a good resource like this comes out and it becomes available, there's nothing better than watching people really enjoy it.
Yeah, and like with we had this certain sudden appearance in the podcast studio. I, you know, once the substance was in place. I didn't promote it. I didn't open it, but yet, two of my friends managed to find it and sign up anyway. Then them being business friends and seeing the value nozzle because, oh gosh, let's sign up. Because it's Sandra, and if he doesn't want to sign up, because it's me, also, you know, you're very welcome. I won't stop here, but so obviously, there are members in there, which is always a good starting point.
Amazing start you launching an opening with people already in.
There you go, which is just wonderful. And I'm hoping really that it will help many people to be less scared of taking certain steps in their business and bringing their message out, and daring to see that they have a choice and they really can do it their way.
Yeah, and in terms of, like, the way that the membership is kind of planned for the future. What would you say? Like, how would somebody know that it's perfect for them? It's for them? If they, well,
they they have this, like, I said, they're posting and they're not getting the response they're wanting in I wouldn't say worst case scenario, because there's a lot to be learned from it. But if you follow the steps of mentor a or mentor B, and there's many great ones out there, but it might just not suit your journey. So if you followed all the steps, and you've done the launch, yeah, and it's not really the result that you were hoping for, I'm hoping that my roadmap, like I said, brings you back to basics. Let's strip it all down. Strip it all down to who you are in essence, and who you perceive your your audience or clients to be, and take you there at your own pace in a way that really suits you, because the membership is all about validating your story, validating yourself as a person, because that's what you bring to the business, most, way more than the outcome, way more than the service that you provide.
Amazing. Yeah. So
anyway, thanks again for all the work that you've done, and we will continue to be working together. And it's been a joy to have you as a guest.
Thank you. Thank you for having me, and congratulations on the membership. Thank you, darling.
Thank you so much for listening to this episode. Stop waffling, start selling. I hope you enjoyed it. I hope it helped you on your business journey. And if you liked this episode or the podcast in general, do share the link and for further information on stop offering, start selling, have a look in the show notes. See you again next week. You you.