How to Build a Coaching Empire with One Evergreen Program with Emma Naylor Weston

Most coaches kill their freedom, and scalability by sticking to outdated models. Emma Naylor Weston reveals how shifting to a simple, evergreen group coaching strategy transformed her business from burnout to multi-six figures. If you're tired of juggling one-on-one calls, fake urgency tactics, and feeling in fight or flight mode, this episode is your blueprint for creating a sustainable, profitable, and effortless coaching business you love.

Emma shares her journey from corporate stress to online success, highlighting the internal shadows she had to confront, comparison, burnout, and the limiting belief that scaling is out of reach. Discover how her transformation was fueled by embracing a new model: one evergreen, high-ticket group program that runs year-round, allowing her to serve more clients with ease, without sacrificing her freedom. You’ll learn why the traditional open-and-close launches are misaligned for most coaches, and how to build a business that supports your life, not consumes it.

We break down the core pillars of Emma’s scalable system:

• How to create an evergreen group coaching model that stays open 365 days a year
• The importance of crafting clear client ascension pathways—up and down—so everyone gets personalized support
• Simple systems and tools (like Hey Clients, Canva, Claude) that streamline operations and save thousands annually
• Why embodying your work is the secret to sustainable success—and why you should ditch the fake urgency
• How to handle internal shadows, comparison, and tech overwhelm on your journey to impact and income

Time is your most valuable resource—stop wasting it on tactics that don’t serve your energy or your purpose. Emma’s approach empowers women to scale confidently, support more clients, and genuinely enjoy the process without burnout. Whether you're a seasoned coach or just starting out, uncover the proven mindset shifts and business models to create a profitable, peaceful enterprise you’re proud of.

This episode is perfect for coaches feeling burnt out, overwhelmed by launches, or craving the freedom that first drew you to entrepreneurship. If you’re ready to ditch the hustle, embrace aligned strategies, and build a business that works without sacrificing your well-being, press play now.

Emmas Instagram: Emmanaylorweston

Transcript

SPEAKER_02 0:00

Hello everyone! Welcome back to season two of the Visionary Woman Podcast. And this is the first episode of season two, and we are highlighting a very powerful woman here today, Emma Naylor Weston. I am so excited to have this conversation with you, Queen.

SPEAKER_01 0:21

I am so excited to be here. Thank you so much. And what an honor to be the first episode back in the second season.

SPEAKER_02 0:28

Yes! So for those listening who don't know Emma, she is the founder of the Evergreen Queen, helping women go away, move away from coaching one-to-one, traditional style cohorts, so that they can scale their coaching businesses beyond their time. I think this is very important, potent, powerful work because we only have so much time in our days. So I would love to start off this podcast with your story. How did you become the Evergreen Queen? Take us back to the early days.

SPEAKER_01 1:00

And I was on a podcast last week filming, and I was like, how far do I go back? Like, how much of my story do I really share? And I'll kind of give you the really kind of high-level synopsis of I am obviously from London, now live in Miami. I was working in corporate for many, many years, and I worked really closely with a lot of founders, a lot of founders, a lot of CEOs. And one of the things I really realized was so many CEOs and business owners were so close to their business that things were only getting done with the amount of time that they had, right? Like they only had a certain amount of time. And when I moved into the online coaching space, gosh, and back in back in 2021, like a lot of people did, I was really seeing so many women just doing this one-to-one style coaching, right? So that's exactly what I started with. I just did one-to-one until I got to a point really in 2024 where I thought there has to be a better way. There has to be a better way to be able to support more clients without absolutely blowing up my calendar. Like so many women, I really started my business for freedom. And the last thing I felt that I had was freedom. I was constantly on one-to-one calls, whether it be sales calls, whether it be delivery calls, constantly editing my clients' things, working through things. So in 2024, I built a multi-six-figure business. And I remember saying to my husband, oh my gosh, I did it. I've built a multi-six-figure business. And he looked me dead in the eye after congratulating me and said, Amazing, how do you continue to grow? And I kind of went back and looked at my calendar and I thought, raise my prices. Like that was kind of the only option that I really had. And I thought there has to be a better way. So I decided that the feeling of just doing one-on-one and just having an open, closed cohort style didn't work for me. Back in 2023, I ran an open and closed court court style business, and I absolutely fried my nervous system with constantly trying to get people in these new cohorts, using this kind of fake urgency that we've been taught in the online space, you know, doors closing in 12 hours, or there's only one space of like these complete rubbish, fake urgency tactics that felt so misaligned with me. So back in 2025, I was like, I'm gonna launch a group coaching program and I'm gonna see how much we can scale this. And I was able to reduce so much time that I was spending on calls. I was able to get my clients the most incredible results. And that's when I really realized we've all been taught this way of growing, which is do one-on-one, increase your prices, then do an open and closed car cohort style business and just basically keep going until you can't go anymore. And then once you burn out, create a course on burnout and how to help coaches that are burnt out. And that's basically what I was seeing in the online space. And I was like, there has to be a better way. So when I switched my business model to one Evergreen group coaching program, not only did I make so much more money, I saved so much time in my business, I was able to have fun, I was able to have freedom, and my clients were able to be part of a big community and honestly just get the most insane results. So that's really how I've ended up building a business that now teaches women that they don't need to just keep increasing their prices, doing this open and closed cohort style launch. There is actually a way to scale your business to multi-six, seven figures by just having one Evergreen group coaching program. And that's really why I started the Evergreen Queen.

SPEAKER_02 4:34

Wow, I love that. And I feel like, yeah, every every coach starts out with the one-to-one because it's kind of like you kind of setting the foundation and getting comfortable with coaching.

SPEAKER_01 4:46

It's like a right of passage. You kind of have to, you kind of have to start with one-on-one, see what your clients work, see what you love talking about as well. Exactly.

SPEAKER_02 4:54

And then it's kind of also the model that's shown to us. It's like we just people are just doing what other people are doing. And I love what you said about the the urgency tactics. Because you're right, it does feel, it does feel a bit misaligned to be like spaces are limited, they're closing fast. It's like, um, are they though?

SPEAKER_01 5:14

And then the next and then the next month or three months later, a new cohort opens, and it's like you start from zero again. And for me, and for so many women that I speak to, the fake misaligned tactics also doesn't work for your nervous system. Like your nervous system and your body wants to create a business that feels good and feels aligned and feels fun. And I think with a lot of this like fake urgency, we're constantly living in fight or fight or flight. Um, and all of the clients that I've onboarded this week to our new mastermind, I've really spoken to them, and every single one that I've spoken to has said, I cannot wait to leave this up and down, not only in my income, but on how my nervous system feels. It's the biggest thing that women come to me for.

SPEAKER_02 5:59

Yeah, I I would agree with that too. And I feel like as a collective, women as a whole are just moving away from any extra things because life is already stressful. It's stress is a part of life. Any extra things that are gonna just spike us.

SPEAKER_01 6:13

And a lot of that really comes from, as you said, like the one-on-one as well that we're taught in the industry, which is great, but far too many women stay stay doing one-on-one because they don't believe that they can fill out a group coaching program. Like again, that's one of the number one things that so many women, you know, come to me for is I want to do a group, I want to be able to scale, but what if I can't fill it out? And again, we've been told by the industry like you need to get 10 people in, you need to get 15 people in. Like, I've started group coaching programs back in the day, like with like three or four women in there. Like, three or four women with one call a week, like I'm winning already, rather than having four one-on-one calls. But I think there's two parts to this. I think it's the internal fear of things not working, but it's also taking on the external experiences from what other coaches are saying, what other people are showing that so many of us take on, and we actually realize like the best thing is like blinkers on, what works for you. You can start a group coaching program with like two or three people in it.

SPEAKER_02 7:14

Right, it's so true. And the groups that form they always come together with a collective intention that usually is aligned, even if we don't realize that at first. Like the groups that come together, it's it's very much a divine orchestration, I guess. Yes, yeah, beautiful. So, okay, you mentioned making an Evergreen cohort. For those listening, can you explain like what you mean by that? Because I always thought Evergreen to be like a pre-recorded course.

SPEAKER_01 7:42

Okay, so there's a really big thing right now. We've got Evergreen and we've got passive, right? So a passive course is here's the link, there's no live deliverables, everything's pre-recorded, and you just kind of sell it in the background and it kind of moves on with your life, right? Like, that is a passive course, amazing, not the business model I teach. The business model I teach is you create one high-ticket Evergreen program. It does have pre-recorded, but it also has live elements, whether that be QA, live coaching, telegram support, whatever it is, it could have some one-to-one if you feel that that feels aligned to you. Like you can really mix it how you want. But the point is, everything you create leads up to this one big high-ticket group coaching offer. So you can be running challenges and masterclass and mini sprints over the summer and like mini events, but the goal is to get everyone into this group offer at the end. So they ascend into that. And it means that the program is open all year round. So it isn't like, you know, oh, I want to work with you. How do I work with you? And you say, oh, well, the next cohort's opening in six weeks, right? That's not how this model works. This model works is that everyone that comes into your world has the opportunity to ascend into this high-ticket group coaching program, and it means that people can work with you at any point of the year. Because I was seeing so many women doing open, close car, then moving to a passive offer, then going back to one-to-one. And then when things were slowing down, creating these, and there were so many moving parts. And actually, it's really about creating one high-ticket evergreen group coaching program. It's open all year round, people can join whenever, and then you create a bunch of really fun entry points for people to come into your world.

SPEAKER_02 9:20

Wow, I love that because I feel like I've seen people pushing this idea of okay, just sell as much as we can and make as much money with doing the absolute least. And I'm not sure. But also a lot of us are coaches because we want to be of service to people, we want to give value.

SPEAKER_01 9:40

It's one of the biggest things that I'm seeing in the online space at the moment is there's a lot of passive offers. As you said, while that's great, I really refueled and re-energize holding space for women. Like I love being in big groups and holding community and asking QA and giving live updates in real time. Like for me, that feels really aligned. And the great thing about building your own Evergreen Group coaching program is you can pick and choose. Like you could say to me, hey, Emma, listen, I want to do all of it pre-recorded and I want to do one call a month. Great. I want to do it all pre-recorded and I only want them to have telegram support. Okay, amazing. I want it to be all pre-recorded, no group calls, but they get one one-to-one with me a month. Great. You get to pick and choose, but the point is it's more of like the sales strategy behind it that anyone can join at any point, right? Yeah. And you have this really clear funnel and ascension plan for your clients to come into. Because I have so many clients in my world that have worked with me year after year after year. You know, I've got some clients that have worked with me coming on four years now, which is amazing. But if I didn't have an open program to put them into, where would they go? If I didn't have like amazing ascension plans for them to go to, where would they go? So what I see a lot of women do is they have these open cohorts, the cohort finishes, and then the clients are like, Well, where do I go? So the only option is to go to a high-ticket one-on-one, which most of the time the price is about four times more expensive. So you're ascending them into one-to-one, they're then going to work with you what one-on-one forever. If you keep doing that with all of your clients, again, you get to a point where your diary is packed out again. So you're back in that same cycle. So we really have to think of the ascension plan as what is, how do we ascend people into the program that you can scale beyond the amount of people? It doesn't matter. One-to-one, you still get capped out if you ascend.

SPEAKER_02 11:30

Yeah, that is that's so valuable. I feel like even just the cons, like even just understanding that that is a possibility.

SPEAKER_01 11:38

And a lot of women aren't having this conversation because you don't know what you don't know. Exactly. You don't know that that's even a possibility. But it doesn't, it doesn't seem like a possibility because it's like it doesn't make sense. And I know that there will be women listening to this right now that, like, yeah, but it won't work for my business because, and then there's a million reasons why it wouldn't work for your business, right? Like, I promise you, if you are running a service-based business, if you're doing coaching, personal training, nutrition, fitness, facility, whatever you are doing, an evergreen group coaching model will work for you. And like, if you think it doesn't, like, slide in my DMs and I challenge you to show me that it does not work for you. Because I promise you, whatever you are teaching, there is an option for you to turn it into this kind of program. So slide into her DMs.

SPEAKER_02 12:23

Slide into anybody who's listening because this is gold. Okay, so I want to touch on something you said earlier. You started your business because you wanted freedom. And like you're like, hello, that's pretty much what you're doing. Why we all do, right? Why anybody becomes an entrepreneur? But I would love to hear your journey with pursuing freedom and also like tell us about some of the challenges, like the biggest challenges you've had to overcome in this journey.

SPEAKER_01 12:51

Yeah. So I think it's a really interesting one. So I going back a little bit, when I was 25, I got sober. And this is actually a really big part of my journey that I don't really talk about as much. Not because there's any shame in it. Like I think I'm I'm nine over nine years sober now, and I think that it's such a big achievement. And it's not that I have shame in talking about it, it's that I used to think it wasn't that relevant to my business. But actually, what I realized was at age 25, that was really my real, like my real first understanding of freedom. And what I mean by with that was like the minute I got sober, I never felt so free in my entire life. Like the level of freedom I felt when I stopped drinking and taking drugs and partying and doing all of that, I've never felt so free in my entire life. And I was like, wow, like I really did not realize how trapped I felt for so long. So I got sober 25, I was in corporate. And what I realized is when I was in corporate, like after a few years of being sober, I was like, I did not go to hell and back to get sober, to feel the most free I've ever felt, to literally be chained to a corporate job. Like I did not like go through all of this shit just to feel like the most unfree I've ever felt. So when I decided that I wanted to start my own business, it actually felt so, it felt so empowering because I'd already done this really fucking hard thing. Like I'd already done this huge thing that I never ever thought I'd be able to. Like I never thought I would get sober. Like if you had told 15-year-old me, one day you're gonna be sober, going to AA meetings, going to L, I'd be like, absolutely not. Like that's just not me. Like, I'm the party girl, I'm the drinker, I'm the fun one. Like that was my whole identity. And then when I stopped, I kind of lost my whole identity. But I felt, as I said, this level of freedom. So when I went to leave my job for like the first time, because I'd left corporate twice, gone back, and that's a whole different story. But when I decided to leave corporate for the first time, it didn't feel that scary because I'd already done this huge, big scary thing. Little did I know that I was gonna end up back in corporate six months later because I had no plan, I had no strategy, I had no fucking clue what I was doing. But I got a taste of freedom, right? Not working for someone for six months and running my own business. And I was like, even though it hasn't worked out this time, I know that that's what freedom is for me. Like everyone has a different definition of freedom. My version of freedom is never, ever, ever in a million years having to answer to like a middle-aged man or ask a middle-aged man when I can go on vacation. Like that was not it. So when I went back to corporate, I was like, my goal is to have my version of freedom again. And so the second time around, I actually put a strategy in place. I hired a coach, I did the work. And I think that for me was really the moment where I was like, fuck, this is way harder than I think it's gonna be. Because not it wasn't starting a business that was hard. It was all of the internal shit that came up. It was the fear of not being good enough, it was the fear of it not working out, it was the fear of comparison, it was the fear of, oh my god, if this doesn't work, it's the fear of not making money. It's like all of the internal shit. Like I can do the strategy, I can create a website, I can DM people, I can do content, but the the internal shit, like that was something I'd never really had to do before. And I thought that I'd slayed all these dragons when I got sober and I was like, oh wait, they're all coming back, right? That was the big hurdle at first was like, oh my gosh, all of this internal stuff that no one tells you about when you are starting a business. Entrepreneurship is truly the greatest shadow work. I say it's like personal development on steroids. Like that's the way that I would explain it. Like for anyone who is in the stage of like early starting your business, like it's normal to feel like you're like, oh my gosh, I didn't realize this was gonna bring up all the shadows from when I was a kid or like all of the unhealed trauma that I needed to work through. And I think that for me was like the biggest hurdle where I was like, oh wow, okay, I really, really need to do this inner work because if I don't do this inner work, I can have the best strategies, but I'm never gonna grow. So that was really the first hurdle, I would say. I think the second hurdle for me was like that comparison trap that we kind of spoke about. Because I think a lot of us, well, I know all of us, because no one really posts the bad stuff about running a business because it's not sexy. It's not sexy and it's vulnerable. And so what happens to a lot of us is we come into the online coaching space and we're told you can make $10,000 a month working one hour a day, right? And then we all buy into this bullshit that's shared, right? And until you're really in it, and then you go, wait, I'm working 12 hours a day and I'm not making $10,000 a month, I must be doing something wrong. It's about me. And so I think the second biggest hurdle for me was really that comparison trap where I was comparing my 100% with the 2% that other people were sharing in the online space. I would say that that that hurdle for me really took me a lot of work to look at the shadows of myself, but also to stop putting other people in the coaching industry on a pedestal. That was really big for me. That is that is huge.

SPEAKER_02 18:21

Yeah, that's only seeing them in their in their absolute glory, which I think is beautiful and inspiring, but also we cannot lose touch with the fact that that's that's not the reality.

SPEAKER_01 18:33

No, that is not the reality, and I think there's a really I think we're definitely seeing it shifting more. Like one of my favorite coaches, she talks really openly about her depression, about her struggle with depression. And like I sent her a voice note the other day, and I was like, you know, you are this massive trailblazer making million dollars a month, but what I see you as is the trailblazer that's on the online space talking about depression. Like for me, that's so much more impressive than any amount of money she'll ever make. The fact that she can publicly on her big platform talk about, hey, I make all this money, but I have this depression. Like for me, the duality of that actually shows me that like there's humans of the on, like there's humans behind these brand brands and these businesses. And like for me, really working through that comparison trap kind of leads on to like the third big thing that I think I really had to work through. And I know that so many people do this is like when you're in the space of scaling your online business and growing, it's so easy to take someone else's model and think that it's just gonna work for your business, right? Like, because again, we fall into this trap of like, hey, I've built my business and I work three hours a day. Yeah, but you spent years building the back-end systems. You spelt you spent time failing doing all the free calls. And like I say this to a lot of my clients you cannot implement a strategy that is made for someone who's making $100,000 a month when you are making $10,000. You can't implement that strategy. Like, I couldn't implement a strategy in my business for someone that's making $2,000 a month because I'm so far beyond that, much like I can't implement a strategy for someone who's making $5 million a month because I'm not there yet. But there's this really big piece that I had to move through that not every single strategy is made for me and made for my style of business. And that's where this really big opportunity for me came in, where I thought actually the strategy that I teach can work for everyone, regardless of their business. And actually, the only thing I'm saying is a send-to-one group, you can still do the fun masterclasses, the micro offers, the one-to-one, you can do all of that. And this is what I really realized. And when I worked through that and realized, hey, listen, actually, I need to figure out my own strategy, I need to figure out what that is. My business became 10 times easier because I listened to what felt good for me, not what everyone else was telling me to do.

SPEAKER_02 20:56

Yes, and that's so important because our businesses are basically like an extension, they're an extension of us. I mean, they're gonna have their their own blueprint and their own the way that they want to be expressed in the world. Absolutely, yeah. And going back to what you said too about uh the one coach that you look up to that that shares her depression, I think this is important to talk about as well because life it moves in seasons. There's never going to be a time where things are steady, that's just not the reality of life.

SPEAKER_01 21:27

It's not how life works.

SPEAKER_02 21:29

Which I feel like where your work comes in so key here is because, like, how can you create a business that is going to support you through the ups and downs of life? Because a lot of us coaches are out here, we're doing live launches, then we're doing this, and when we feel good, then the business is moving. But then what happens when we don't feel good, which ultimately is gonna happen?

SPEAKER_01 21:55

I would rather put pins in my eyes than ever do a live launch again. Genuinely, I would rather there's like a list of things I would rather I'd rather like do than ever, ever, ever have to do an open and closed cart cohort again. Because my nut I did it once back in 2023, and I remember I still can remember this so vividly. Like I was in my mum's kitchen at her house in London, and I signed like four people into it, right? And signing those four clients felt like ripping teeth. Right? I was really early on in my business and I was told by my business coach, do an open and closed cart, like don't have it open. And after that, I swore I would never, not even do an open and closed cart. I said I'm never doing group coaching ever again. Ever. And now here I am teaching group coaching. Because what I realized was that model did not work for me. Like I'm traveling so much of the year, I have family all over the world. Like I like to be moving. I don't want to be like, I can't travel this month because I've got a live launch. Like that for me is not freedom. Like that for me does not equate to freedom. And like when I'm in my luteal phase and I'm on the sofa watching like a crappy reality TV show, eating snacks, I don't want to be doing a live launch. I don't want to be doing that, right? Like I want things running in the background, my funnels working, my ads working, my program working, people in my DMs where I can be sitting on the sofa creating, selling, doing that without having to force people. Like someone says to me when I'm in my loot your face, hey, I'm not gonna sign up this month. Cool, sign up next week. Doesn't make a difference to me, it's open the whole year. I don't have to come from this energy that is like, I'm feeling like crap already, I'm about to get my period, my skin looks like shit, I'm bloated, and now I have to try and sell to you because I've made a fake deadline that it's closing on Monday. Like, what the fuck? Right. No, that does not sound fun to me. And then it's like, now is your chance. Last chance. Last go! It's like this, it's I think I don't want to say fake because I do think like the people want to put that in their business fine, but it's like, why are we creating urgency when we talk about being feminine in our business and being soft in our business? And then we're over here using really masculine strategies that probably don't feel aligned. Like most women that I speak to are like, as I said, I'm doing one-on-one. I kind of want to do a group, but like I don't want to go through that. Like, those are the two options, like either one-on-one or an open and closed cart cohort. Like, those are the two options that we're given. Like, that does not sound fun for me. And this is where I really saw this gap with so like I talk to multi-six figure coaches that still haven't like figured this one out, right? Because it's not what the industry has told them. The industry has told them it doesn't work. If you're doing a certification, it has to be open and close cart. If you're doing this, it has to be open and close can't. Like, there is no rule book for how you run your business. Like, you can choose whatever you want. And I think so many women, like the women that I work with, and so many women I see have been following strategies that that don't feel good for them, but they don't know what they don't know. And when I tell them about creating an evergreen group coaching program that can scale and you can run it this way, they're like, oh my gosh. Like, if I had known about that, this was an option years ago, I think A, I would have made so much more money. B, my nervous system would not be as fried, and C, I would love my business so much more.

SPEAKER_02 25:15

Okay, so for those listening and myself, I want a little bit of credit.

SPEAKER_01 25:20

You're like, let's go, coaching session, let's go.

SPEAKER_02 25:24

I'm like, okay, uh, year long, I'm thinking year long mastermind. It's like open all year, people can join, and then it's like a year-long thing. Does it ever expire? Do they like is there a beginning, a middle, and an end? Or is it like, how does that work?

SPEAKER_01 25:39

There is no start, there is no finish, it's infinite. So basically, so for example, I have the Evergreen Queen Mastermind, right? And we launched it. We haven't actually officially launched it, we're launching it. By the time this podcast goes out, it may be launched. Like, very, like, I'm very much like leaning into like what feels good. We've sold like seven spots behind the scenes before we've even launched it. So I'm like, it's not really a launch. I'm just like, hey, we have this thing. Like, I'm so casual when it comes to selling, which I absolutely love because there's no there's no open and closed cards, so it doesn't have to be this fake big launch, you know. So that's the beauty of it. But we've got the Evergreen Queen mastermind. And essentially, let's say, for example, you join today, the program is currently four months, it's increasing to six months. Your six months would start today. Someone else is already two months in. Right? And then someone else joins next week, their six months start. So you constantly have a flow of people coming in and renewing and staying and growing. So there's no end date and there's no start date. It's just a program that's always open.

SPEAKER_02 26:41

Okay, that's what I would okay. So that's what I was wondering for like the people who join. Is it like whenever they come into the group?

SPEAKER_01 26:47

It's already going, it's going infinitely, but then think about it, think about like a gym membership, right? Like it's just open the whole time, and then what happens is like your membership starts 11th of May, and you sign up for a year. So your contract's gonna finish 11th of May next year, right? I join the gym on the 1st of June, so my year is up 1st of June next year. Someone else comes in and joins 7th of September, they have a year. So it's just constantly opening, and then after your year is up, you can then renew into the program. It's like so simple, but it's it's so simple that it's almost confusing. You know what I mean? It's like, wait, but when does it fall and when does it it doesn't? It's just a program that's open the whole year round.

SPEAKER_02 27:30

Beautiful. So for those listening who are like, well, I've only ever done live launches, like I don't even know how I would launch something like that. I know you said you sell your like more simple and laid back with your selling, but how would you, if you want to share with us, how would you sell? Like, how would you launch it, I guess, to get some hype around it or to get people in?

SPEAKER_01 27:50

So I just do things that feel really fun for me, right? So for example, I've got a masterclass this week. I love doing masterclasses, but it's not like a masterclass. It's like, right, masterclass today, open for two weeks, we sell. It's a masterclass, it's information, it's educational, and it and it really aligns back to me because I don't use conversion events just to sell. I use conversion events to actually open up conversations, much like the conversation we're having now, right? Because I think there's a lot of this time where it's like, create a masterclass, sell your offer, open it for two weeks, close it, go again, right? I like to create things that feel really fun for me. So, for example, at the moment, I'm running a 31-day challenge called Magnetic Money May inside of my Instagram broadcast channel, right? I'm also launching something new in June. Not because I'm like, right, this is the start of a launch period, but because I love being in with my community, I love sharing, I love teaching. That's like really who I am at the core. So when I say my selling is laid back, I'm very much into like invitation selling, right? So it's not that I get to the end of a session, I say the the program's closing in a week, you have to join. It's like, hey, this is what I teach. Like, I'd love to have a conversation with you. Like, go ahead, book a call with me, slide into my DMs, like, let's chat, see if this is the right fit for you. And since I've started selling like that, I'm having real genuine conversations in the DMs, like actual conversations where I'm like, is this something that could actually help you? And I always say, like, selling is serving, right? Like, if I have something that I know is gonna help your business grow and scale, why would I not give it to you? But like, there's a lot of people out there selling from a way of like, how do I benefit from this versus how do you benefit from this? Like, is my offer even the right thing for you? Right.

SPEAKER_02 29:38

And that's such an important question that I wish more people were asking.

SPEAKER_01 29:42

Yes. And actually, I was I was having a conversation, I was onboarding a client today to the mastermind, and we were on her one-on-one call, um, on her onboarding call this morning, and she got sold a program for ads, and she was in the beginning of her business, right? Like she hadn't even signed a one-to-one client, and she was sold by this woman. Look, I understand it's buyer beware, we all need to be accountable. But she was like, I have no business buying an ads program, no business whatsoever buying an ads program because I hadn't even sold organically. She's like, How do I know what works? Right. So she's done this whole ads program. For me, if a client came to me and said, I've never sold one-on-one, I have no idea what I'm doing, I don't even have a niche, I would say, okay, here's the program that you need to go do. I have a I have like a passive program called the Freedom Circle. You need to go by that, you need to do that, and then you need to come to me, right? So I have ascensions both ways. Like I have ascensions up and ascensions out. And so it's like, here's a passive program. I'm not inside of that, but you can go teach yourself how to build a program, how to build a one-to-one offer, how to sign your first client. Once you've done that, come back to me, then we can evergreen your business. But you've got to do the foundational one-to-one work. You have to know your niche. You have to know because if not, you're just gonna shove a bunch of people in a group coaching offer that's gonna be neither here nor there, and you're not gonna know who the fuck you're speaking to.

SPEAKER_02 31:01

Yeah.

SPEAKER_01 31:02

And then you're gonna lose touch and lose the blob. Yeah, and then you're gonna be trying to serve the point in an evergreen group coaching program is that everyone is going on a same or similar journey. Yeah. A lot of what a lot of people do is they start one-on-one and they end up working with like five or six different avatars, and that's one of the biggest things that women struggle with is they say, Well, I work with these women for weight loss, and then I work with these women for hormonal acne, and then I work with them for gut health, and I and they've got so many different niches. Going into the one-on-one is like going in from one-on-one to group can seem really hard, but actually, fundamentally, what do all of those women want to do? They all want to get their health in the best place so that they can feel their best call. That becomes the core of it, and then we build modules out that way. So there's like a whole back end of things that we need to do. But once you know how to do it, you can literally take your business to however much money you want. Like you can scale it because you can bring in so many clients, which is what we're all here to do, right? Serve as many people as we can, make as much impact, and make a shit ton of money on the way.

SPEAKER_02 32:06

Absolutely, Emma. And I love that you also brought up the dissension package. Like when somebody comes to you and you're like, oh no, you're actually not in the space for my offer. But here I have this program that I created who knows how long ago, but it's perfect for where they're at because having yeah, having each level, an offer for each level, I think is also important.

SPEAKER_01 32:29

Yeah, and like I think you really need to be really radically honest with yourself of is this about me making a sale or is it about me supporting the client correctly? Like if a client came to me right now and said, Hey, I want to build a passive offer where I don't have to be inside the program at all and I want it to be a $299 offer, I'm not the right coach for you. I could probably teach you to do it because it is kind of similar, but I don't think that's the best way to get your client results. And my job is to make sure that you're building out a program that's getting your clients the best results. I'm not the queen of passive offers, but I can tell you which other coaches are, but that's not my area of expertise. If you just want to scale with one-on-one, yeah, I can probably help you do that. But at the end of the day, I'm gonna be doing myself a disservice because we're gonna build your business, get you completely sold out, and then you're gonna say, cool, I want to make more money, and I'm gonna say, well, we've run out of time, we need to go do an evergreen anyway. So it's like understanding when you're selling, is it about you or is it actually about being able to serve your clients correctly and having them in the right container?

SPEAKER_02 33:35

Bingo, bingo, bingo, bingo. And then you can be an affiliate to somebody else's programs that and then it's like, look, I have no issue.

SPEAKER_01 33:43

If someone comes to me and says this is the program I want to do, I'll send them, I'll like message, you know, coaches, friends of mine, say, hey, listen, I had a call with this person, they're not the right person for the program, but I told them about your program. Like, here, send her a DM. Like, I really believe that like we are all here in the online space creating impact and wanting to serve women, men, whoever it is that we serve, but it's really easy to feel like everyone else is competition when actually it's like if I can't serve them, I don't want to just say, well, thanks for coming into my DMC later, I can't help you. It's like actually, you are someone who clearly wants to make change. If I know people that can support you, why would I not introduce you? And so I really am I'm so glad to be seeing more affiliates, more women, like connecting with each other, referring each other. Like it's such an incredible, I think such an incredible time to be in the online space where women are doing more of that with each other. Like, I think it's so beautiful to see that. And it's amazing to see how much you can get from like the community and sharing with other people and like referring people. Like, I think it's and the coaching industry is small, like right, as much as much as there's like so many coaches, the coaching industry is small, it's getting smaller every day. And I think it's really interesting to see how things are evolving in the like all these women coming together. I just that's one of the reasons I love being in the online space.

SPEAKER_02 35:03

Yeah, it really is a true community, and I think the people who are phony, not phony in the sense of fake, but just like not in their hearts, not doing it to be of service, are kind of like they're dwindling, they're moving out. Yeah, I feel like people are being able to feel truth a lot easier to be able to see somebody and be like, she's embodied, I want to learn from her. Yeah, yeah, she's coming from a place of actually wanting to help, and then the people who are kind of just like hungry, people are not buying into it anymore.

SPEAKER_01 35:33

I think there's a real and I love that you said about embodied, because you can only really teach what you've truly embodied, right? And that's why for me, when I spent the whole of last year scaling the freedom circle, which is now a passive offer, but I created the freedom circle to show, hey, listen, you can scale one evergreen group coaching program and make a shit ton of money. And that is exactly what I did, right? And I think you have to be so there's two things. I think you have to be so embodied with the work that you're teaching, and you have to be so obsessed with the work that you're doing. Like without those two things, it's so hard because there are times in business where it gets challenging, right? And again, like I'm really open about challenges and struggles in business. Like, no one said this was actually, no, that's a lie. So many people said it was gonna be easy, but it's not easy, right? Like, it's not easy running an online business. And I truly believe the more embodied you can be with the results that you're getting and the more obsessed with the work that you're doing, even on those days where it's really challenging and really difficult, and you feel like, oh my gosh, why did I leave corporate? Why am I doing this? Can I actually do this? Like, when you're so embodied and so aligned with your work, it's so much easier to be like, no, no, no, I know why I started this, and this is exactly why I'm doing this.

SPEAKER_02 36:53

Ooh, fire flame. I love that. Yes, that's so powerful. It really is. And I I know that this episode is gonna be very impactful for a lot of people listening. So, okay, well, we met originally through your Hey Clients onboarding cards. Yeah, we did. Yes, and you know this podcast is a collaboration between Hey Clients and Lifestyle Rich, Anna Rogers brand. And so you mentioned strategy, you mentioned systems earlier. Can you walk us through a little bit of like what tools, what systems have supported you to stay in your zone of genius? Hey clients.

SPEAKER_01 37:36

I when I found out about Hey Clients, so I was using so many systems before, right? I was using like all of these different payments, I was using all of these back-end CRMs, like websites, emails, everything was all over the place, right? And I remember it got to, I was at an event last year in November. I was at Freedom Queen, where obviously Hay Clients were sponsoring. I got to that event, I saw Hay Clients, and I was like, oh, I really can't be bothered to change CRMs. Like, so I'm just not gonna do it. I'm just not gonna do it. And then I went to another event in December in London. So I was in Tampa in November, then I was back in London in in December, and I saw Haig Clients were sponsoring again, and I was like, oh gosh, I really want to do it, but I don't want to change everything. So then I think about in February, I was like, I kept seeing Hey Clients everywhere. I was like, you know what? I'm just gonna have a little look and see what's going on. And I saw it and I was like, wait, this is so easy to change everything over. Like, like, what am I doing? Like, okay, it's a little bit of work up front for me, but like I can download everything, I can upload everything. It's more just like the techie stuff that I need to do. And I literally cancelled every single subscription. I swear to God, I reduced my outgoings by like $400 a month. And then I was like, wait, it's like one payment going out. Like, what are we doing? So I moved everything over. And I've it's just for me, it has genuinely made things so simple and easy. Like I'm able to see my clients on Instagram where they're coming from, what they put, like just everything is there. And now I look back and I'm like, oh, I should have got the free landing page when they were offering this. They were offering free funnel build out, and I didn't get that because I was like, oh, I'm gonna wait. And so for me, like hey clients, now is where I serve everything. All of my memberships are held on there, all of my group chat, like everything is on there. Like everything you can imagine is on there. Um, and it just makes things so much easier for me to have it in one place. Like I have, I describe my brain as having 5,000 tabs open at any one point. So I'll flip from Stripe to this and check and cross-check. And I'm like, if I can actually just do it all in one place, it just makes things so much easier for me. So Hay Clients is obviously one of the things where I spend like most of my time. There are like a few other tools that I use. Canva. Canva, if Hay Clients came out of Canva, you guys would take over the absolute world. Um, Canva's like my favorite thing as well. I use Claude as well, obviously, my AI friend Claude. Um, I don't use uh ChatGBT or AI for writing content, and I used to, and I really felt disconnected from my content. Yeah, I really felt so I've started using it more for like the admin stuff, back end stuff, helping me build out. Um, and I would say like those are the three main things. Like hey clients, obviously integrated with all the other systems, Canva and Claude, and like there we go. It's pretty simple. And you don't need anything else, you don't, and like that for me was one of the biggest things when I'm talking to my clients, and one of the things we offer inside of my mastermind is plug and play templates inside of Hey Clients. So we have all the funnels like built out for them, and my whoever joins the Evergreen Queen mastermind can actually get those funnels, emails, templates. It's literally like copy paste. You guys have made it so easy. Yeah, and so people join my world, they sign up with Hey Clients, they remove everything, they get the plug and play templates, and they're kind of good to go. And for me, I always wonder why I made it so complicated for myself.

SPEAKER_02 41:06

You know, okay. First of all, I want to touch on the fact that you said you're saving basically $400 a month. That's $4,800 a year. Crazy that's a freaking vacation. That yeah, it's crazy.

SPEAKER_01 41:18

It's like a lot of pairs of shoes.

unknown 41:21

I know.

SPEAKER_01 41:23

It's like a lot of pairs of shoes, I know, right? And it's like, you know, it's it's that business class upgrade that you keep saying, when I make a amount of money, I'll do it. No, no, no. Delete everything else, get hey clients, get your upgrade. Like that's literally what it is. Go back.

SPEAKER_02 41:36

Literally, and you know, I do the onboarding calls, so hello everybody, if you've done an onboarding with me. But yeah, and people are always like, oh no, like I was so stressed moving everything over the tech. And then it's like, actually, it's way more simpler.

SPEAKER_01 41:51

Like, simple, that's where so it's so simple. Obviously, look, anytime you move systems, there's gonna be a bit of upfront work. Of course, there is, right? I actually hired, I think I hired someone from like Butler Hours or one of the things that you guys offer in health and like ask people to help me move stuff. Like, there is opportunity to help to like hire people who can help you from Hey Clients. But to be honest for me, I found it really like cathartic and therapeutic, like going through things, being like, what do I not need? Right? All these people who are like on here that I haven't interacted with, like, let's not bring them over to Hey Clients, all of these things in my memberships that I don't really need anymore. Like, let's figure out what I need. And actually, I booked like two days out of my diary. Like, if you have a busy diary, like do it on the weekend, like take a long weekend, do it. Because for me, now running my business is so simple because I didn't start a business to be doing tech all the fucking time. Yeah, I didn't start a business to be an IT support or tech support. I started it to serve women and build a really impactful business. So being able to have tools in the back, whether it be Hey Clients, Claude, Canva, all of these things that make it so easy, it should be making your life easier. And if it's not making your life easier, you've got to change it up. It's so true. And and truly, Hey Clients is is the solution for that. Honestly, it's I've tried I tried so many CRNs and platforms and this and that and integration and Zapia. Don't even get me started on Zapia because then it breaks and then it doesn't work, and then you get a hundred messages saying this zap is broken, and you're like, well, great, what what am I meant to do? And again, I'm IT again. So having a simple system, having a simple system, there's like two, there's two really big things I did this year that have made me feel much more like a CEO and a business owner. And the first one was getting a trademark, like hiring, like applying for a trademark, paying for my trademark, hiring a lawyer, doing all of that stuff. Like that felt big. And then also getting my tech and back end systems, like those two things energetically in my business felt so big that I was like, okay, I've got systems, I've got strategies. Strategies in the back end. Now I've got everything and I'm also getting a trademark. Like, cool, nothing's gonna stop me. Like that for me, like not only was it a strategic shift, but it felt like a very like energetic shift as well.

SPEAKER_02 44:11

Ooh, I love that. Yeah. And you know, Pay Clients is actually coming out with um AI employees.

SPEAKER_01 44:20

I know. I saw there's an event in there's an event next month that one of my coaches is hosting. I can't go because it's in London, but I know that one of your team are going to talk about that, and I'm like, I literally cannot wait to see how that looks. It's gonna be amazing.

SPEAKER_02 44:34

Yes, because you know the founders Anna and Tom, they are business coaches as well in women scale their businesses through storytelling and closed sales through storytelling, but in their coaching, and she's partnered with her husband, and they're just an amazing dynamic.

SPEAKER_01 44:51

I like an absolute like powerhouse couple, like I'm obsessed with both of them.

SPEAKER_02 44:54

They really are, and they saw the gap of like women spending so much time on tech, trying to figure it out, doing things that were not in their zone of genius, and so they're always masterminding and scheming behind the scenes to like make it easier for women in business. Yeah, because we are meant to be leaders, we're meant to be the teachers, we're meant to be the healers. The tech is just taking up too much time.

SPEAKER_01 45:20

It is, and it and I think that really fundamentally vice swear so many women like I was on a um I was on a clarity call this morning with a potential new client, and she was like, I'm just not a tech person. I was like, perfect, neither am I. This is what I'm gonna help you do. Like, plug and play, easy things, simple strategies. Like for me, as I said, I didn't start a business to be like a tech wizard, I started it to serve clients. So if I can remove any of the friction, you bet I'm gonna do that straight away.

SPEAKER_02 45:45

Yeah, I love that. I love how I love the synergy here. Beautiful Emma. Well, wow, this has been such a powerful conversation, and I know that the people listening have already gotten so much value. But I want to close the conversation with a little bit of your insight. What do you have to share with the woman who is burned out in her business, loves what she does, but she's feeling so uninspired because it's just this constant wheel of yeah.

SPEAKER_01 46:20

I love I love this question. So I think what's really important when you're trying to figure out like your scale, your scalability and your strategy is really understanding what are the parts of your business that are actually burning you out, right? Because as you said, you can absolutely love what you do, but if you feel exhausted all the time, you'll get to a point where you're like, I don't want to do this anymore. So my biggest thing for you would be to sit down and say, right, what are the parts of my business that I love? I love doing one-to-one coaching, I love being in messages, I love supporting my clients, like all those things that you love to do. And then we really want to be thinking about okay, how do we switch that so that you aren't having the same conversations every single hour with a different woman, right? Because that's fundamentally what burns a lot of people out is having these same conversations over and over again when they could actually be having this conversation once and delivering it to multiple people. So that would really be my thought process is what is the journey that you take all of your clients on? Understand the roadmap, understand the milestones that everyone hits, and then that's gonna become the foundation for your group coaching program to actually be able to create that and grow. Because if you're constantly in this cycle of feeling exhausted and burnt out, something's gonna give at some point. And it's like if you stop creating content, you stop bringing clients, if you stop making money, you don't have any money for ads, and then it's and then it's like this whole cycle. So if you are currently in that stage, nip it in the bud before it gets too much, and you do throw the towel in your business. Because I've seen so many women be like, I'm at breaking point, where like I'm gonna throw it in. So understand what are the what are the journeys that all of your clients go through? What are the milestones? Like run your last 10 conversations into AI and say, right, what do all of these women have in common? What are all of the conversations we're having? What are the similarities? What are the differences? And then you can start actually building out a one-to-many person. I think you uh drops the mic.

unknown 48:13

Drops the mic.

SPEAKER_02 48:15

Beautiful. Well, I'm sure the people listening are feeling inspired, their gears are turning, they're probably wondering, how am I gonna do this? So obviously, you're the woman they need to go to. How can people find you?

SPEAKER_01 48:27

Oh, I am over on Instagram. My Instagram is at Emma Nayla Weston. Um, you can feel free to slide in my DMs and ask me any questions. Um, as I mentioned a few times before, we also have the um the Evergreen Queen mastermind, which is open for enrollment all of the time. So if it's not the right time to join now, you will be able to join. Um, as I said, the best way is to slide into my DMs. If you're in a position where you're like, I don't think I can make my one-to-one ever a group coaching program. I challenge you, jump in my DMs. We can go back and forth. There's nothing more that I love than like riffing in the DMs with someone, helping them figure out a solution, and then like getting them on their way to building out.

SPEAKER_02 49:09

Yes, I love this. Okay, thank you so much, Emma. That was powerful. I I loved it, and I'm so excited for our listeners to find your work and also gain back some more of their time and freedom.

SPEAKER_01 49:24

And actually build a business that feels free whilst having the absolute time of their life. That's what we're all here to do. So thank you so much for having me.

SPEAKER_02 49:32

You're so welcome, and thank you everyone to for listening today.