Season 3 | Episode 1 | Visibility Is Not a Strategy: What Actually Builds a Business

Host Trudy Heins in season three of Fempire Rising, focused on the women behind business infrastructure, and interviews Michelle O’Hara, founder of Connection Central.

Michelle shares her journey from early event management losses in Darwin to a successful underwear business, discovering social media’s impact, building O Marketing for 11 years, selling it, and launching Connection Central.

They discuss how AI-driven skepticism is increasing demand for real connection, clarity, and collaboration, and how marketing must be strategy-led with clear goals, targeting, consistent messaging, and strong online credibility.

Michelle highlights specific examples in the power of intentional networking, meeting people where they are, avoiding silver-bullet tactics and the “rollercoaster” of stopping marketing, and remembering it can take 5–35 touch points before buying.

Key sustainability lessons include outsourcing, investing early, and building processes and systems for efficiency and margins.


Click here to join the Academy and use the code RISING for 25% off!


00:00 Touchpoints Before Buying

00:35 Podcast Season Intro

01:49 Meet Michelle O'Hara

02:51 From Events to Social Proof

05:19 Launching Connection Central

06:27 Trust Over AI Polish

09:07 Visibility Fears for Women

11:52 Visibility vs Real Marketing

12:57 Goals Boundaries and Investment

17:48 Intentional Networking That Works

18:54 Meeting People Where They Are

21:02 Values Trust and Fast Wins

22:12 Trust Based Recommendations

23:01 Marketing Without Strategy

24:11 Online Presence And Alignment

25:58 Clarity In Your Message

27:09 Traction Focus This Week

28:44 Funnels Touchpoints Database

30:24 Brand Beyond Your Face

31:58 Outsource And Invest Early

33:30 Avoid The Marketing Rollercoaster

35:33 Systems For Sustainable Scale

37:23 COVID Pivot And Resilience

39:08 Future Of Women Collaborating

40:52 Closing Thanks And Next Steps


Website: https://fempire.com.au/

Facebook: https://www.facebook.com/fempireinternational/

Connect with Michelle O'Hara: https://www.linkedin.com/in/michelleohara/

Transcript

SPEAKER_00 0:00

The other thing I think people get wrong is it takes five to thirty five touch points before people are ready to buy. And I see a lot of businesses, and particularly the women, who just give up too soon. We are often, depending upon the size of the business, we can be working across six channels at any one time, including Google My Business, you know, whatever. And all those messages are going out at, but again, five to thirty-five touch points. So the client could be jumping between all the different ones and coming and database and email newsletter and blah blah. And don't give up before the magic happens.

SPEAKER_01 0:34

Welcome to Fampire Rising, the podcast for women who are serious about building strong, profitable, sustainable businesses. I'm your host, Trudy Hines, the CEO of Fampire, business coach and mentor. And here we are in season three. This season we are bringing you the women behind the infrastructure of business. The experts in marketing, finance, systems, strategy, visibility, and design who help businesses grow properly. Because building a business takes more than passion, it takes structure, it takes smart decisions and it takes the right support around you. So if you're ready to think bigger, operate better, and build a business with real substance behind it, you're in the right place. Let's get into today's episode. Welcome back to Fempire Rising, Her Future, Her Voice. This season we're stepping into a more strategic conversation. We're talking to the women behind the infrastructure of business, the ones who bring clarity, structure, visibility, and commercial thinking to how businesses actually grow. Because building a business isn't just about passion, it's about decisions, it's about positioning and it's about doing the right things consistently. So today I'm joined by Michelle O'Hara, the founder of Connection Central. Michelle works in the space of marketing that actually connects and networking that's done with intention, not just attendance. Through Connection Central, she brings people together in a way that creates real opportunity and not just fluffy conversations. And in a world where everyone is being told to be visible, this conversation is going to cut through what actually works versus what just looks busy. Michelle, welcome. Thank you so much. Great to be here, Trudy. Pleasure to have you. So I'd like to start at the beginning because people often see the business as it stands now, but not always the path that led there. Can you share a little about your journey into marketing and specifically networking and what led you into this space and ultimately to now move into Connection Central?

SPEAKER_00 2:44

Absolutely. Oh, how long have we got? Short version. Uh marketing, look, I've been running businesses since our first son was born, which is 19 years. So interestingly, he was born. I went to a couple of mothers' groups. I was wanting to shoot myself because if someone else talked about baby's nappies, I was going to get very angry. So I thought, okay, he doesn't sleep, I'll start a company. I might have had postnatal depression. But anyway, back then I started an event management company and we were living in Darwin at the time and ran Darwin's first ever child kids expo. They'd never had one, yet they had the biggest birth rate in all of Australia. Failed miserably, um, lost$25,000. But I think, you know, it's our mistakes, right?

SPEAKER_01 3:35

It's our mistakes that make us good business women.

SPEAKER_00 3:38

Learnt the best lesson I could ever learn, which was that you do have to know your numbers. You have to be realistic about your time and what you can achieve. If you're a secret, you're not gonna achieve anything. And those were the three main things, really. So went on to do it again, changed a few things, and then I still lost 10 grand, but I literally doubled the event. Anyway, went on to then get out of there and I had an underwear business, which was very successful, very successful. I had that for seven years, and then what happened is I came, we came back to Brisbane, and at that stage I had built everything old school. So my degrees were in strategic HR and marketing, but came back home and Facebook and social media and everything had come into play. And everyone said, You've got to get on Facebook, you've got to get on Facebook. And I fought it, and I said, Why? Because I've built my business with loyalty and service and I went to 50 networking events in one month because I wanted to find out who's who. That's exhausting. I was stuffed. However, I put it all on Facebook, and after one month, people were coming up to me and saying, Oh, you're Michelle O'Hara. And I realized in that moment the power of social media, the power of perception, and how I could utilize a platform to get out to thousands of people faster rather than one-on-one. So that was how OMarketing started. It was oh when they used to say, Oh, you're Michelle O'Hara, that's why it was O Marketing, funny enough. Not O'Hara. So, yeah, started out teaching people how to do it. They were all too slow, started doing it for them, and then 10 years, well, it would have been our 11th year this year, built up the team and got approached by a South Australian company to buy us out. Okay. Yes. Took that opportunity because Connection Central was actually nine years in the making, had the dream, I can see it so very clearly, but I just could not work out how to take my natural skill of connecting people and monetizing it, to be honest. I couldn't work out how. And it was the election in May 25, which made me go, okay, hang on, the whole market's gonna slow down. So it's time to launch in the December 24. So we launched, it's been phenomenal. We're a year down now. And as we discussed before, the market right now, with all the uncertainty, with all the overwhelm, I think more than ever, business people, they're looking for connection. They're looking to connect with the right-sized businesses. We're looking after those established businesses, as well as the smaller, but you know, talking to the right people in the right room with the same values. And yeah, that's where we are now. And now I'm just excited to sort of go on and build that.

SPEAKER_01 6:27

Yeah, and I think one of the things that we did talk off, Mike, about was there has been such a shift in people wanting to collaborate. So whether that's part and parcel of your lot of marketing is now AI, and there's an inherent distrust of polish and because it is almost you know, influencers are very polished. Oh, is that AI? Actually, what I want to do is it's almost like that touch and feel tangible. I want to connect with people, I want to collaborate with real people. I want to be able to eyeball you and know that your values are exactly aligned with what I'm trying to achieve as well. So it's all intentional as opposed to bright, shiny.

SPEAKER_00 7:09

You're absolutely right. I did a talk at Queensland Leaders recently on um trust, connection, and the difference. And that's exactly what I talked about. The fact that, you know, most of us are overwhelmed right now in our businesses and personal lives, to be honest. And you know, we want solutions and we want fast solutions, but we also, you're right, because of AI, there's a skepticism in there. I find that the faster, like you just said, you can meet someone, you ascertain very quickly if you all are aligned, they show the solutions, and that's what marketing has to do. Get really clear upfront, just get to the point, no more stuffing around. What can you do for me and when can you do it by?

SPEAKER_01 7:47

That's right. I've got a problem. Can you provide the solution? How much is it going to cost me? And what's my return on investment here? And that's how I put things through my lens all the time.

SPEAKER_00 7:58

And it's the best way because there's no time to stuff around. You're right. No, no. So that's that's what we have to do. And so by putting people in this room, we're just speeding up that process of building trust, building the relationships. And the other thing, Trudy, is that look, to be honest with the Olympics coming up, is that we're not gonna have enough people, we're not gonna have enough time to get everything done. Businesses, I I've been doing a lot of podcasts too lately, and I've really realized that the companies who will succeed are the ones who understand that we're not competitors anymore. There's plenty for everyone. Absolutely. So let's collaborate, you bring your skill, I'll bring my skill, and together we'll create something that will get us to where we want to get to. So I think, you know, massive shift in thinking there.

SPEAKER_01 8:43

And I think honing it down to, or dare I say, your niche, but understanding where your skill is and where it's not, and don't try and fluff around if you're not great at it. Just bring in and collaborate with somebody that is good at it to get the best possible result. Make it all client-centric.

SPEAKER_00 8:59

So that's absolutely find your lane, own it, and then yeah, run alongside someone else. Agree completely. Yep.

SPEAKER_01 9:06

So, with that background, I imagine you're seeing some really clear patterns in how women are showing up in business right now. What are you seeing when it comes to how women are approaching marketing in business?

SPEAKER_00 9:18

Interesting one. Look, I I'm seeing still a lot of fear around us being visible. Look, I'm I'm also one, I'm terrible, I must admit. I've got to push myself to what I find is that the more prepared I am to say what I need to say, I'll say it. But if but I can't show up anymore and wing it.

SPEAKER_01 9:40

No. Oh no, no.

SPEAKER_00 9:44

Absolutely. Yeah. So I've met so many powerful, amazing, strong women, and they're just still petrified to be seen and to be visible and to put themselves forward and to be own horn. Like, seriously.

SPEAKER_01 10:00

No one is going to promote you better than you.

SPEAKER_00 10:02

Oh, which and so I don't I don't have the answer. And if someone does, please help me too, because it is that's why, you know, we have our ladies' lunches. We had one last Friday, and my goodness, like nine super strong, phenomenal women. And you know, we laughed, we cried, we shared, we and oh, but we also we asked them to celebrate their wins. Yes, and then we all celebrated it together, and I think that's what we have to focus on bringing strong women together to keep doing that, to raise each other up. Sometimes it's not the men that are the problem, it's actually the women.

SPEAKER_01 10:38

Let's be oh, absolutely, absolutely. And I know, yeah, one of the things that I always say is you have to, it's almost like you have to have two tribes. You have your friendship tribe, where you might celebrate all of those personal things, but you need to have your business tribe so that they understand the challenges. I have some lovely women in my social circle, but they don't run a business and they do not understand what it takes. So find those people, but you're right, come together and celebrate, but also come together and support because you know, from what you're saying is that there's that kind of inability to be visible. And if you've got other people keeping you accountable and going, Hey Michelle, I haven't seen you on socials for a while, and I certainly haven't seen you talking on socials for a while, that will prompt you and move you forward quicker than anything else will, I think.

SPEAKER_00 11:34

That is so true. That's so true. I love how you've said that actually, your business tribe and social tribe. It's a really good way of describing it. Because you're right, you can't talk about the same things, but when you're with other business women, they get it, they get you, you know, and you can yeah, that's a really good way of putting it, actually.

SPEAKER_01 11:51

I like that. Okay. So I think a lot of women though are putting themselves out there, but it doesn't always mean that their marketing is working. So let's talk about the difference between visible and marketing effectively.

SPEAKER_00 12:07

Oh, great question. Look, I think, and this is not just women, this is everybody, but just doing videos, let's start from the top. So, whenever we think of marketing, it's very strategic approach from the big picture, right? You know, so we start from the what is the business goal? And then strategically, as you would know, what are all the different pillars that we need to cover off on in order to achieve those goals? And obviously, marketing's one of those pillars. And I find that we're not clear, women tend to be not as clear, to be honest, that of what the business goal is, what is it you're trying to achieve and breaking it down in order to then work out what the marketing needs to be and what it needs to achieve, and therefore what it is, what you need to do. So, you know, unless we're very, very clear on what the outcomes are, the business outcomes, how do we know what we want the marketing to achieve?

SPEAKER_01 12:54

So a hundred percent. I always, you know, one of the things as a coach that I always start with is that goals, and it is understanding what the long-term goal is. And I always use the analogy of if you got in your car and just drove around, how on earth are you ever gonna get anywhere? Because you don't know where you want to get to. And I think a lot of the time, whether or not women feel guilty about having big dreams or they don't feel like they're worthy of having this big dream, then we've got to get over that.

SPEAKER_00 13:29

Yes, agree. I'm not sure what it is, and I think sometimes we just complicate. Oh because you know, I very much work on the fact that, and you're probably the same, set the goal, break it down into a year, break it down into quarters, break it down into months, break it down into what do I need to do today. The most important thing that's gonna move me forward to achieve my goal. And I think sometimes I don't know whether it's excuses, I don't like you said, I don't know whether there's a feeling of don't deserve, but they're just we're not focusing on the most important things. Yes, and you've got to be hyper focused on those, I think. Hyper focused, and and there's so much noise around us. I get, you know, we do have to do look after. I'm very lucky, my husband is a fantastic support. Sure. Um and the kids are fabulous, but I created that for wedding. Um you set your boundaries. It's about boundaries. We have to set what the expectations of others so that we can achieve what we want to achieve. And I think that's also another piece, which it's taken me a long time to learn that, to be honest. I've I've always been a sort of people pleaser. I'm not anymore. I think you know you get to a certain age and then you're like, no, get stuffed.

SPEAKER_01 14:40

Um it's gotta be one bonus to meet parimenopause, right? And that is it. There's zero care factor.

SPEAKER_00 14:52

Zero care factor?

SPEAKER_01 14:53

Negative?

SPEAKER_00 14:54

Negative the F off factor. The curl, yeah. I love it. I love it. Um, yeah, so I think if there are any younger ladies listening to this podcast, I think the most important thing is setting those boundaries early, setting those goals, setting the boundaries, the expectations, and then surrounding yourself with those right people so that you're not doing everything yourself. I've been reflecting back on the sale of the business and the whole 11 years. And the biggest thing that I learned, and I've started with Connection Central straight up, is to put the right people in place. Like invest in your business from the beginning.

SPEAKER_01 15:32

Correct.

SPEAKER_00 15:32

Yeah.

SPEAKER_01 15:33

You know, I think that's critical. If you if you seriously want something to build and scale, then you need to be prepared to invest, and you need so I I think that that ties into that goal as well of actually understanding what it is that you want to achieve, what are you prepared to invest in that, and if you can't answer those questions, then maybe it's not the right business for you. If you don't have that passion where you're prepared to go boots and all in, then maybe it's not right for you. Maybe you're not meant to be a business, you're an entrepreneur, or maybe it's just not you haven't found your right business, but it's almost that I can't not do it attitude.

SPEAKER_00 16:20

Yes, absolutely, that belief. Yep. Um, you're right. And no, you're right. And that's where where I think I call it the suck it and see method that a lot of women they start out and they, oh, I'll just see how this goes on, I'll just see and it I don't I think I did it way back in the beginning, to be honest, and that's probably why I recognize it, and it's just rubbish. You're right, you just go around in circles.

SPEAKER_01 16:40

Absolutely, and then you're not a hundred percent invested, you're not invested in it, and I think that probably from then you know, from a marketing perspective, if if somebody comes to you as a marketer and says, I'm a hundred percent invested, I know I've got to invest in this, here's my goal, and this is what I am looking to achieve. Surely the craft of then building their strategy is so much more valuable than, uh, well, you know, I'm kind of half in, I'm half out, I don't really know what I want to achieve. And can you just, you know, can you craft a strategy that's gonna win? No. Well, I can't.

SPEAKER_00 17:19

Let me get my crystal ball and throw it at you. No, really, yeah.

unknown 17:24

Yeah.

SPEAKER_00 17:26

No, but you're right then. Then go, go have a hobby. Don't um don't call it a business. Because I think I think, you know, as women, we just it's okay for us to be successful, and it's okay for us to, like you said, have a big dream, set the goal, and just go for it. Absolutely. Support you, have other others around you who'll support you to get there. Yeah.

SPEAKER_01 17:47

Yep, that's right. And so I think, you know, then it gets really interesting because marketing isn't just about what you post online, obviously. We've talked about it's about who knows you, trusts you, and what rooms you're in. So you've built Connection Central around bringing the right people into the right rooms. What role does intentional networking play in business growth today? And I am all about intentional networking.

SPEAKER_00 18:13

What a great question. You know, I'm an Aryan, right? So I want everything yesterday, and I I have this ability to consume information really, really fast and then work it all out, right? Whereas not everybody has yes, not everybody necessarily has that skill. So in my mind, I specifically handpick people to sit next to each other because I see the connections already, right? That's my gift. And it surprises me every time when others this person's just spoken. I know that's exactly what you want, but they don't see it. No, if it's fascinating. It's because they're not listening, they're too busy talking and not or thinking about what they say. Yep. I'm not sure. So in the last couple of events, we've shifted up our agendas to ask people what their intent is. Okay. And what I found fascinating because I am always sort of stepping, very self-aware, stepping back and going, okay, hang on, hang on. That's what you think, but maybe that's not what everyone else thinks. So we asked them, what is your intent for being here? Male and female, actually. And the answers were phenomenal. Like the answers were, you know what? I just need some time out from out of the business so I can just have breathe. Fascinating. Oh, actually, I'm looking for some new friends. Wow. Um, there was only one out of the 12 that actually said, I want contacts to build the business, which really blew me away. Because the one thing I think I've learned in the last few years is that to, and you would understand that this is to meet people where they're at. Because I, particularly from a strategic marketing point of view, is I can already see the end game and I know exactly how to get there. I that's that's just how I operate, as you would. However, I'd go a thousand miles and I'd be off, but it's almost like you're dragging them because they aren't ready because they're a thousand miles back.

SPEAKER_01 20:02

They're not comfortable, yeah.

SPEAKER_00 20:03

They're not comfortable yet. So, and look, remember, my background is also in the change management. So, what I had to shift my thinking around was hang on, where are these people right now? How do I have to show up for these people, even from a strategic marketing point of view, because they're still way back here? Might be baby steps to get them to a certain level, and then we go to another level. So that was a huge learning for me. So I found that I wasn't dragging people anymore. I was meeting them, set the expectations, you know. Yes, well, it's gonna take you a bit longer, but this is the process we're gonna go through. Come with me, you're sticky, and then you know, we'd get there, and yes, it would take longer, but that's okay because now they're the one involved in the journey.

SPEAKER_01 20:48

Before we jump back in, if you know you need more support in your business, but you are not ready to commit to one-on-one coaching, the Fampire Academy is your next step. This is our stepping stone program for women who know they need more guidance, more structure, and better support as they grow. Inside, you'll have access to thousands of dollars worth of business training, a monthly QA session with one of our coaches, and our sisterhood Facebook group, where we share exclusive content, insight, and support for women building serious businesses. And because you're a podcast listener, you can join with 25% off using the code RISISING. You'll find the link in the show notes. Now let's get back to the episode. And I think that's it. I think if you can take people along on a journey with you and get them to buy into that, they become so much more loyal.

SPEAKER_00 21:39

Correct. And they also own the outcome, as you know. Yes, absolutely.

SPEAKER_01 21:45

Absolutely. Yeah.

SPEAKER_00 21:46

So when it comes to intent, look, I yeah, it shifts. It shifts every time, but I would hope because what I'm finding is because I only put people in the room with the similar values, that's that's the most important piece I'm Finding. You know, they've already connected and they're building trust, but some will take a little bit longer to build the trust with the other people before they're ready to sort of engage and do more with them. And then there are others who are very quick and they will, yes, and I see the opportunity and I'll use that of utilize that opportunity. We had one guy who had over a million dollars in business the first year, one of our very because he saw the opportunity, he took the opportunity. Everybody is different, but we're just here to meet them where they're at and help them understand what their intent is and then make sure that they're receiving what they understand their intent, but also understand their potential opportunity there.

SPEAKER_01 22:40

So yeah, yeah. And I think that is so much a better way than dare I say it, there are some other groups around where there is an expectation of referral regardless of trust. And to me, that model just does not work. And so to have it a different way and being able to have the time to build the trust, but also then know that once it's built, the referral is given as a referral or more so a recommendation. And I always say it's a recommendation as opposed to a referral. Oh, I like that. I like that, and I know who you're talking about.

SPEAKER_00 23:19

I'm not gonna bag anyone because I was part of the group. And I think you know, people will work out what works best for them. Our community, and it is a trusted community I'm building, is not for everybody. And if people don't get it, that's okay. Like go off to the other ones. Again, there's plenty of room for everyone. All the competitors who are stealing all my stuff.

SPEAKER_01 23:40

Yes, there is so and one of the things that I do know from experience is when networking marketing and marketing are done well, it'll open the doors a hundred percent. And I know that from the point of view of as a retired financial planner, having built three businesses, sold them. I never advertised. It was all about recommendations, connections. But when there's no clear strategy behind it, people can burn a lot of time and energy without much return. So, what are some of the biggest mistakes business owners make when they market without a strategy?

SPEAKER_00 24:15

Oh, so good. Um, I see it so often that the big one is looking for the silver bullets. You know, if I just spend 20,000 on Google Ads, I'll make a fortune. Or, oh my god, if I just go and sponsor sponsorship was a big one. Um, if I just sponsor this team and spend 30,000, you know, I'll get all this business. And what people have to realize is that marketing and business go hand in hand, and it's the whole ecosystem needs to integrate with the clients, right? So marketing is designed to to take people on a journey and to create touch points to build trust. That's how I guess I think about it. I love that. Yeah, yeah. So inviting someone in is the first step, but when they get there, if everything's a mess, I often used to say to people, Google yourself. Right? So if you actually Google yourself, your your name, and see what comes up and see if it's the perception that you want others to see, right? Because that's right, because perception is reality, perception is everything, it's everything. Yeah, and as much as people want to say, I don't want to be on this and I don't want to be on that, that's what happens. People are gonna stalk you. Oh, absolutely.

SPEAKER_01 25:30

And if you're not on Google or if you don't have a presence online, then you have no credibility. Nothing. Do you? You can talk the talk on LinkedIn, you can talk the talk on your socials, but if you don't have some level of presence where somebody can literally go onto Google or whatever search engine they're looking at, and there is not some history of you there.

SPEAKER_00 25:53

Yes, they're gonna think you're a scam. And it's that simple. That's the thing with the digital world now, is that they are and people couldn't work out why they'd have these excellent conversations and then they'd never hear back. But then you go and check their website, and it's like, what rubbish is this? So, you know, they've created this idea in their mind of what you are, and then they've gone there and they don't even realize that there's a disconnect. But that's exactly what happens, and if there's a disconnect, they go because it doesn't align. So, yeah, I've always talked a lot about alignment and yeah, making sure that perception is the right perception.

SPEAKER_01 26:29

That's right, and I think continuity across all platforms as well. You don't want to be known as one thing here and something else there and something because again, the message is confused and people don't trust confusion.

SPEAKER_00 26:41

A guy said to me once, Gary, somebody, if you confuse them, you lose them. And I love that sentence because and it's another thing that sometimes women do. You don't have to be everything to everybody else. No, no, a simple sentence of what you can do. And I know we can do a lot, we're phenomenal at doing a lot, but that doesn't like you're right. So many people get up and they go, I can do this and this and this, but what are you known for?

SPEAKER_01 27:05

That's right, and I think the buzzword this year is or two buzzwords that I'm hearing time and time again collaboration, most definitely, clarity, clarity, yes, yeah. And so if you can't hand on heart, say in you know, and I call it, I know we talk elevator pitch, we call it an audio logo, but ultimately, if you can't hand on heart in in two sentences at the most, shifting between floors, say this is what I do and this is why I do it and why I'm great at it, then practice. You need to get that shit right. Yes, and then stick to it. Yeah, exactly, unless you really get great at something else. Correct, correct. Okay, so for the woman listening who knows she needs more traction but also knows that she may have been making things harder than what they need to, let's make it practical for her. If a woman in business wants to create more traction and stronger connections, where would you tell her to focus first? What would she do this week?

SPEAKER_00 28:13

Yes. So the first thing, well, just one step back is she needs to have the goal. She needs to have the clarity of where she's going and in what time frame and how much time she actually has to invest. That's the most important thing, and how much she wants to spend to invest. Then she needs to get really, really clear on who she's targeting. We can't be everything to everyone. No, so where are you going to play? What sandpit are you gonna play in? And what is that very specific solution for that ideal client?

SPEAKER_01 28:45

Correct.

SPEAKER_00 28:45

Keep it really simple, right? So now you have that. Now where is that person? And quite often I see people, oh yes, I'm on Facebook, I'm on Instagram, I'm on LinkedIn, I'm on here. Where's your ideal client? Right? Absolutely. Where are they hanging now?

SPEAKER_01 29:00

Because and I always say, if you want to target me, don't put stuff on TikTok because I ain't there.

SPEAKER_00 29:09

That's what I say. And I'm and to be honest, even on Instagram, I'm scrolling Instagram looking at the fun stuff. I'm not looking to be sold and buying the clothes, to be honest. However, others are on Instagram where your target client hangs out. Exactly. And then only work out what marketing you need to do. So to grab their attention, put them into your funnel. So whether that is providing them with a checklist or a guide or a piece of information or something, now you have their attention. Now you want to bring them into the funnel. Quite often we say, you know, we want to get them off socials and either into an email or into a phone call or into a live event. Correct. And then you want to nurture. The other thing I think people get wrong is it takes five to thirty-five touch points before people are ready to buy. Yep. And I see a lot of businesses, and particularly the women, who just give up too soon. Okay. We are often, depending upon the size of the business, we can be working across six channels at any one time, including Google My Business, you know, NitDid, yep, whatever. And we all those messages are going out at, but again, five to thirty-five touch points. So the client could be jumping between all the different ones and coming and database and email newsletter and blah blah. And don't give up before the magic happens. No, I and I think this is not working, but hang on. Like it's it isn't, I'll put out one post and 28 people will come. It doesn't work like that, especially now with Jiggy.

SPEAKER_01 30:38

You need to build that profile. And I think the other thing too is that you know you can't rely on social media because you have no control over the algorithms. So you might put a post up and you might have 10,000 followers, but seriously, 200 of them might see it. It's so true. If you create your own database, you have got a much better traction rate of getting opens, and then you can test and trial things with a little bit more, I guess, reliability on the analysis, right?

SPEAKER_00 31:06

Absolutely, absolutely. And the other thing you just touched on there is the brand profile. We have to be careful as women that we don't, there's a real tipping point of it being about us and it being about the client. And what I'm seeing a lot of now, which I think women have to be a little bit careful, is that it's too much me, me, me, me, me. Yes. Like, yes, you have to stand up and say this is what I'm all about and everything, but then there has to come a point where it's not about you because the more that you people get sick of it. People get sick of your face.

SPEAKER_01 31:39

Well, I think if you want to scale, it can't, you know, and just from a commerciality perspective too, if you want to sell a brand at some point in time, then the less reliance on you, the better.

SPEAKER_00 31:50

Exactly, exactly. So that's an important piece too. Like, is to just, yeah, I've had a few partnerships, a couple of ladies and things, and they've had the advice of, yeah, I've got to put my picture on everything. And I'm like, when I'm scrolling, I'm going, I'm sick of your face. And I'm now I'm not looking at your message because I'm sick of your face. So that's a bit harsh, but it's true. So I need it to be at some point about me if you're trying to sell to me or your ideal customer.

SPEAKER_02 32:16

Absolutely.

SPEAKER_00 32:17

And then bits of you, like I still want to see you, and people love to follow people, right? They love to, and especially with women, they love to, you know, see that you're doing well and all that sort of stuff. But yes, that brand profiling, you just have to be very careful that it's just not all about us.

SPEAKER_01 32:33

That's great advice. Great advice because you know that is something that you know everybody when they're constructing their marketing strategy needs to look at that. Okay, so let's zoom out now because beyond tactics, this season is really about what helps women build businesses that actually last. And obviously, you have had the experience in that in failures, but also some pretty phenomenal successes. So, from your perspective, what is one thing women in business need to understand earlier if they want to build something strong and sustainable?

SPEAKER_00 33:04

Oh, beautiful question. I would definitely, definitely say from the very beginning, make a list of what you want to do and outsource all the rest of the stuff. That you're not the best at yeah, I am a huge advocate of outsourcing. So delegate, delegate, outsource. Yes. So straight away with Connection Central, like when I started it, I was like, right, I'm getting team to do all the stuff I don't want to do. Like, and what a difference. Because then you can actually concentrate on what you're best at. Well, I think you if you're not good at it and you don't like it, you do it poorly. And you waste so much time. Oh my god. So that is the first thing. The second thing I think is invest early. Like believe in yourself and invest in the things that will actually get you there faster. So whether that's a coach, whether that's a marketing strategist, whether that's an HR person, whatever it is, invest early. Because that is something that I I didn't do in the beginning and it took so much longer. You know, so do it from the beginning. Those are the main things. And then don't you stuff out there?

SPEAKER_01 34:10

Yeah, yeah, yeah. Fabulous advice. Yeah. Okay. In your field, what's one mistake you see business owners make again and again?

SPEAKER_00 34:20

I call it the roller coaster effect. So we market, we get busy, we stop marketing, we we we get quiet, we market, we get so it's the roller coaster effect. So that is why for our clients, like, you know, it was always about you know that somebody else is handling the marketing. So the pipeline is always there. That's why it's great to outsource your marketing.

SPEAKER_01 34:44

Absolutely.

SPEAKER_00 34:45

Um, or have someone in-house who's doing it for you.

SPEAKER_01 34:47

Who does it? Sure. Yeah.

SPEAKER_00 34:48

Right? But the consistency piece is so important. And the other thing, especially with the economy starting to become a little bit scary, the first thing to go is usually marketing HR training, right?

SPEAKER_01 35:00

Okay.

SPEAKER_00 35:00

Um don't. Don't because now is the time. People will start to get scared and they will start to pull back and they will start to stop their marketing. But now is the time to, if anything, ramp your marketing.

SPEAKER_01 35:14

And I always say, and and you can probably confirm or deny this, I say to clients that I coach, if you're going through a lull now, that indicates to me that you stopped your marketing three months ago. Because it usually takes around about that time to build that momentum again.

SPEAKER_00 35:30

So absolutely right. That's so true. And people they don't realize that because they think marketing is a silver bullet. You don't just start and have a million clients, you don't just start a business and then you're 10 years down the track size. So it's the same thing. Yes, you're absolutely right. It takes, and three months is a good number. Well, that's great. But there you go. So No, that's a good number to get the.

SPEAKER_01 35:54

Very good. It's now confirmed. Yes. Oh dear. Now, often the difference between traction and stagnation is not talent, it's something much deeper in how people think and operate. So, what do you think separates the women who build lasting businesses from those who struggle to gain traction?

SPEAKER_00 36:16

Great one. The other piece, actually, following on from your other question, is the processes and systems. It took me ages to, I don't know why, you know, you keep putting it off, putting it off because you think it's gonna take so long. All the fun stuff. And so I actually brought in an external strategic person to help with the processes and systems, to help set them up because I knew I was never gonna do it. And you know, it yes, it took three months, but it was the most we went from 25% margins to 40% margins as a result of the efficiency. Yes, which was absolutely worth it. And if I look at even the investment, like oh my god, it was 20fold. So I would say, yeah, that the get the processes and systems in as early as possible because that will be the thing that will give you the sustainability growing.

SPEAKER_01 37:04

And I guess again, yeah, that comes to that return on investment. Don't let the number scare you when somebody quotes you to do that. Think about what is this going to do for my profit, for my time, for my all of those. So don't just focus on that number because otherwise that analysis paralysis comes in. Correct. So look at what it's going to allow you to do otherwise.

SPEAKER_00 37:30

Absolutely. Excellent advice. Yeah, that's a big one. Yeah, and especially with AI and everything now, like AI is wonderful and excellent for efficiencies, but yeah, putting those processes and systems in as early as possible will just save you so much time in the future. And also as you grow your teams, will help your teams to you know follow all the time. That's right.

SPEAKER_01 37:50

I think then you have a consistent standard throughout the business. And that's again, you know, to all of the things we know when you scale, having that consistency as a foundation is only going to stand you in good stead. So what is the one decision or shift that had the biggest impact on your own professional journey? Oh, good question.

SPEAKER_00 38:13

Um, I would say, well, we got hammered during COVID. But what I learned from that, like all of our customers literally, because everything stopped. So what we did was we at the time we said we're gonna cut your fees right back to hardly anything, but we're gonna keep marketing you. And I had to shift from the bigger businesses that we were looking after to I went to the smaller businesses and went back to the what I'm very good at in the strategy session. The ground roots, yep. Yes, the good old basics. And what I realized though from all of that, A, at the end of it, all of the clients came out bigger and better than ever, absolutely powered, had their best, which was wonderful, and it created the stronger relationship. And I also realized how able we all were to be agile and adaptable to change. And so whilst it was all very scary, and it was really scary, because you know, I'd I'd not long moved into the office, like all the extra expenses, more stuff. It showed me that I had that resilience to really everything was going to be okay regardless of what hit us. So that was a wonderful lesson for me personally and also for for the business. Yeah.

SPEAKER_01 39:21

So you trusted, you trusted in your ability, and I think that's critical. Well, I had to. I had to whether it be out of necessity or not, you could have, you know, you could have crumpled in a mess on the floor and kind of gone, this is all too hard and thrown your hands in the air, or tried to increase fees, but you believed in what you did, you believed in your offer, and as you said, you were nimble enough to pivot when you needed to. And that is the lesson learned from that, I think. Absolutely. Yeah, absolutely. Now to close on a bigger picture, when you look at the future of women in business, what gives you the most optimism?

SPEAKER_00 39:58

Oh I see. I I hope that a lot of women, you know how you have the boys' clubs, and they still do exist. Look, let's be honest. Um I come from finance. Uh yes. Oh, of course you do. Of course, you know exactly what I mean. And I grew up with all boys, so um, I I get the boys' clubs. I really want to see women coming and together and collaborating, you know, at those levels. And I I don't want it to be women's clubs and boys' clubs, but no, no. I want us all to step into our own power. Like we're phenomenal. We're phenomenal at business, absolutely at helping each other, at creating culture, at creating, you know, exceptional workspaces. I want us all to rise together. Yes, you know, yeah, me too. Support each other, yeah, yeah, yeah. And I think we can, I think we can. We just have to believe in ourselves and believe in each other. Yeah, I think that's what we so let's just get all of us good ladies together and focus on making that happen, is what I would like to see.

SPEAKER_01 41:02

And I think you know, just trusting in the fact that we do do business differently, but that's okay, and we do business really well, and it's not to be negative towards men because they do business really well too. But there is space in a marketplace for different ways of doing business. Exactly. But we need to be authentic in how we do it, so there is no point trying to copycat how men do business. No, because that's not authentic to us.

SPEAKER_00 41:29

No, we've got to find our space, our lane, and then just own it.

SPEAKER_01 41:33

Correct. Correct. Michelle, this has been such a valuable conversation. What I love about this is we've actually cut through the noise around marketing and visibility and brought it back to what actually drives business. Not just being seen, but being known, trusted, and positioned in the right rooms. And that's exactly why you've built Connection Central. Thank you so much for your time. We will put all of Michelle's details in the show notes. So if you are interested in joining Connection Central, I'm sure she would love for you to reach out. I really appreciate your time. It's been a wonderful chat. Absolutely loved it. Thank you, Trudy, for having me. My pleasure. Thanks for being here for another episode of Fampire Rising. If this conversation gave you value, challenged your thinking, or helped you see your next move more clearly, share this episode with another woman in business who needs to hear it. We'll include the links to our guest in the show notes so you can connect with them directly and learn more about their work. Make sure you're following the podcast, and I'll see you in the next episode.