You're listening to “The School of Client Attraction.” Marquel Russell is the founder of Client Attraction University, a marketing consultancy helping you attract clients on autopilot and scale your business while working 50% less.
Quick disclaimer: a side effect of listening to the show is more clients, more profits, more freedom, and it's more impact in your business. Now, here's your host, Marquel Russell.
Marquel: Hey, what’s up, everybody? It’s Marquel Russell here, and today I have the honor and privilege to have the great Christy Rutherford here with me. Hey, what's up, Christy?
Christy: Hey, everybody. Thanks, Marquel.
Marquel: For sure. For sure. First of all, I just want to start off and say I know you’ve got a lot of things happening. You're actually in the Bahamas chilling right now, so I definitely appreciate you taking some time to hop on here.
Christy: Definitely. Yeah, I'm taking this week. My goal is to take this week off. It hasn't happened yet in the way that I’ve been thinking about it, but I'm an entrepreneur, so it's going to be what it's going to be.
Marquel: I love it. I love it. Before we dive deep and talk about the amazing results you’re having and the steps you actually have been following to get these results, so everybody can get some nuggets on this training, first I want to kind of get into obviously a question. [01:14.4]
Obviously, it's been an amazing privilege to work with you, and the crazy thing is we’ve only been working together for a very short period of time, so I'm really excited about what's next and to see how we continue to come out on these results.
Before we even jumped into any of that, I'm always curious, I always start these interviews with, Why are you doing this? Obviously, the money is great and now with the traveling lifestyle, but why are you even on this entrepreneurial journey?
Christy: One, I would say, I'm burned out. 2012, 2013 was very difficult for me and I didn't have anybody. I didn't have an ambitious woman, a whole, healthy, happy, ambitious woman to guide me through my challenges.
What I've found is, after I burned out and I got it back together, the top 5 to 6% of women around the world, we do a lot of the exact same things to become successful, but we also have a lot of the same silent dysfunctions, and a lot of the silent challenges that we can't admit to. [02:15.0]
You think about Jas Waters, the writer for This Is Us who just committed suicide, Kate Spade, these are highly successful women who were not supposed to have any challenge. We're not supposed to have any problems because we have the money. We have the job that people want. So, a lot of women suffer silently. After I suffered silently, burned out, got it back together, this is what I do. If I would have had me eight years ago, I would have finished the race. I don't have any regrets. I left my career with three and a half years left to retire with a full pension. I would've retired in 2016 with a pension and I didn't because I would have died. So, really, that's why I do what I do.
Marquel: I love it. I love it. Like I said, obviously, we’ve been working together for a very short period of time. What was it like before actually joining the program, before we started working together? What were you already doing online? What were some of the frustrations you were having? What were you doing before we actually connected? We already had been connected, but actually, started working together. [03:11.2]
Christy: Yeah, for me, I was doing too much, right? Just as a high-achieving woman, as an entrepreneur, I think one of the hardest things that I had to do as an entrepreneur was I'm the person who loves to delegate. When I became an entrepreneur and I had to do everything myself, I'm like, Wait, I got to do even the small things? I have to send the emails and I have to do this? So, I became the, the one-man band, I would say, or the one-woman band. Over time, as my business started to grow and I started to actually make money, and I tell people, don't let these shake-and-bake entrepreneurs tell you that you're going to make a zillion dollars in two weeks. It’s a lie.
Working and growing, and building my coaching business over the past four or five years, I've had coaches, but what I like about you and what you allowed me to do was see that I was stuck in the small things. Now my goal is to reach more women and one of the things I told you was I could be the best coach in the world, but it doesn't really make a difference if people don't know that I exist. [04:07.2]
My goal is to start to scale and now allow people to say, Hey, this lady exists. She can help me. But if I'm still doing all the things that got me to where I am right now, I can't go to where I want to be. So, that's where I was. I mean, you know my business, six figures last year, amazing, finally, hallelujah. It took forever. But now the goal is to scale and now not be so…I want to stop working my job, right? My business is a job. I want to kind of detach and leverage my time to be able to do great things.
Marquel: Couple of weeks ago, I was reading your intake form when you came to the event and you said your marketing strategy, and it was actually about your marketing strategy, and you said the marketing strategy you had was posting and praying. I was like, That is an amazing description. We could all see that one, posting and praying.
Christy: I post and pray somebody sees it and would want to work with me and pay me money. [05:02.4]
Marquel: Got it. What's the shift now, though? Now you're going from posting and praying to…? How has the shift assisted you with the business and the life and so forth?
Christy: The biggest thing was the copy, right? Speaking directly to my clients and speaking directly to my target market, but then also share the results. I have all these testimonials, which is one of the things we were just talking about. I have all these testimonials and now I would share it, but I wouldn't share it all the time. I need to start or I'm actually hitting people in the head with “This is what I've done for other women and I could do it for you, too,” so it’s storytelling, but it's doing in a way where people can see themselves in the clients that I've worked with and they want to get those results.
Actually, having a funnel, praise him. When we started working together, I read the books, I read Expert Secrets, and then I read…Russell Brunson has two books. I read both of them. You said, “You know the language, Christy. I know what you're talking about, soap opera sequence, Seinfeld sequence.” [06:04.1]
So, I’d read the books, but I could never actually put it together. I had all the components, and I’d read about it and I’d know about it, but how to get it to work. To have you give me just the tip that I can zhuzh up, right? That's what I needed. If I have the period to myself, it’s not going to work. So, I think the biggest part is creating a system for what I do and now becoming mindful of the numbers and mindful about the business. As opposed to working in the business, now I can work on the business.
Marquel: So, now since you've got the market and the strategy, you’ve got the marketing down and you can work on the business versus in the business so much. How does that benefit from a lifestyle standpoint? Even outside of the business, what are some things you’ve been able to do?
Christy: My goal is to take this week off. Entrepreneurs, and I think the biggest thing that I want to do is I need to create more time, more thinking time. I need to create more time to actually detach because, to be so gripped into the business is tough, but from a lifestyle standpoint, I'm not worried about money coming in anymore. I'm not worried if my money gets funny. I couldn’t… Entrepreneurship, your money can get real funny. [07:11.1]
Christy: Yeah, and I think a big part about it is to now earn my value and my rate increase, because my value is increased. My results have increased. So, now I don't have to work as hard to make the same amount of money. That's been great. And I'm still not charging what I should be charging, even though I charge a lot, but there's a market for everything, Marquel.
Marquel: It’s true.
Christy: Like I tell everybody, you’ve got people who charge 80, $80 an hour. Tony Robbins charges $200,000.
Christy: So, there's a range for everything. From a lifestyle standpoint, I don't have that fear in my mind that I'm not going to be able to pay for…that I'm not going to be able to make it next month. So, when that relaxes me, too, I’m not… I wouldn't necessarily say I was begging the client to work with me, but I was always concerned, right, and I never do what I do for money. I just put a value on my time, but it's just a different posture when you're on the phone and I'm not going to hard close you. If you don't want to work with me, aight. You want to talk to me next week, that's cool, aight. [08:13.0]
And one of the things that you said is, if people don't want to work with you and if you can be a solution to their problem, don't take it personally. They're just choosing to keep the problem.
Marquel: Correct, one hundred percent. What actually attracted you to connect with me and actually enroll into the program? Because, obviously, we knew it was a decent investment to get started. What actually made you decide to take the plunge?
Christy: I think coming to your event, I followed you for two years and you were brilliant, and I’m like, Marquel is brilliant.
Marquel: Thank you.
Christy: The event was $49. I'm not going to take that model. I'm going to adopt that model. The event was $49 because I was coming to the Bahamas. I was like, You know what? I'll stop in Atlanta to see what Marquel is up to, because there's one thing to follow you and to get emails from you, a gazillion emails for somebody [unclear 0:08:56.2]. Marquel sends a gazillion emails, but you're always top of mind, though. Does that make sense? [09:02.2]
Christy: There’s a lot of them that I don’t read like, Good gracious, dude sends three emails a day. And so, coming to the event, I know I'm now more specialized in my coaches because I’ve been in this business long enough to know who's telling the truth and who’s lying.
Marquel: Yeah, absolutely.
Christy: Ninety percent of people lie. I’d be like this, Nah, you ain’t making no money. You can’t really do that. And because I had the knowledge, I've studied, I've had coaches and this is the progression, I know what I need and what I'm missing. And when I was listening to you, I was like this, I need that. Right? The Facebook ads and actually doing them effectively, and having the copy and creating the funnel. Like I said, I know what I needed, even though I couldn't…I didn't know how to do it. So, that was the initial enrollment.
And then, after that, now I want to scale. You talked about scaling, creating a team. I know this is what I need. I don't know how to do it and I'm willing to invest in an expert. Let’s be clear. I'm willing to invest in an expert to show me and just give me the plan, give me the roadmap and I'll follow it, as opposed to knocking around for the next two years, talking about how I could do it myself. I don't want to do that anymore. [10:14.3]
Marquel: Right, totally makes sense.
Marquel: When you came on board, because I know you were just telling me about the revenue you've done over the past 30 days, so let's talk about what some of the results you've had so far are as much as you're willing to share, and then what were some of the steps you’ve taken to get to that point.
Christy: In the past 30 days, it's been 50,000 in sales from May 11 to June 12.
Marquel: Nice. Congratulations.
Christy: Kiss. Kiss. Right? A big part of that is I was trying to. I have this membership site, right? We talked about one funnel, one idea, run it for a year, one message, a million dollars, right? Your powerful one. [11:03.1]
Christy: Do you give away that formula for free or is that just for…?
Marquel: I do. It depends when they catch me. If I'm in a good mood, I typically… You can catch me. I give it away for free, yeah.
Christy: I’m like, Edit that out. I just gave it away, right? But if they don't want to invest in the $6,000 project… I've been trying to launch this membership site, I promise you, for at least four years, right? I changed the name of it five times. I was going to one of my clients about the progression of it. I could never launch it and I finally have people who invest in it now. So, if you don't want to invest in a $6,000 program, I got one for 1,000 for you, and they're like, Okay. Right? So, I always wanted to get that off the ground as well, so it's, so it's still the power of one, but this is just a default where I can still serve.
And I would say, the biggest thing is the messaging. There was a lady who said, “Christy, you and I've been following you for two years, but I just started listening to you two months ago.”
Christy: I was like, I’ve got a new marketing coach. Right? So, the goal in every person that I invest in and the same thing with you, but it is for me, too, when I get a return on your investment when you work with me, why are we talking? [12:10.1]
Christy: So, I like to see immediate stuff, but, yeah, she said that and I was like this, That's my new marketing coach. I'm not afraid to invest in coaching. I have four or five coaches, right, because everybody's going to bring something, but what I needed in the marketing standpoint was a lot more specialized and you helped me dial in, because what's the point of learning how to coach or learning how to go to corporate and learning how to do this if I don't have the messaging in order.
And I want to make today's money as I go and now I can focus, do more time on tomorrow's money, because the corporate clients take a little bit more time, so I need to be able to extract myself from the business where I can focus on both and not be working, just put my head down.
Marquel: I love it. Now we're going to take that 50k in a month to 100k in a month, 200k in a month, all while cutting your work time a half, so we’re just getting started.
Christy: Yeah, that’s good.
Marquel: Super, super, super excited about that. So, how do you feel about that? I mean, obviously you’ve got the dancing and everything, so I probably don’t even have to ask you, but how do you feel about the results so far and how do you see it affecting your life and so forth going forward? [13:12.1]
Christy: I mean, the results have been good, right? My goal is to own a business and not let my business own me. So, I'm working with the lady that you suggested to scale. Amazing, and they've already started this week, but they haven't really started, so I haven't… They start next week full time, so now I can back out a little bit more and I don't have to worry about that stuff.
And so, being caught in doing the small things, I have so many other ideas because entrepreneurs are typically serial entrepreneurs. Does that make sense? I have all these things that I want to do. I don't have time to do that. So, to be able to take 95% of my time now and not do the small things, the small repetitive things, and run the business, but I just show up and coach for my 5% and that frees me up to go and now focus on or build other things that I have ideas for, and so to multiply my money and then make multiple streams. So, I can take some of this money and then go put this new money into newer money, but then also take my focus and my attention. [14:11.8]
I think one of the challenges that entrepreneurs have is if I take my eyes off this money right here, then I'm not going to get any more. Does that make sense? So, I have to. I was stuck there. I was like, Why would I change? I make good money, and if I move my head this way, then this money is going to slow down because I've tried it. Does that make sense?
Christy: This money is going to slow down. Now it is where I can still have this focus, but I can put other people in this funnel, so the business can continue to run without me, and now I can go and look into other things.
Marquel: A hundred percent. Christy, I won't keep you much longer. My last question is if you have one thing to say to the audience and the process and so forth, what would you say?
Christy: I think why I value you and what you bring to the table is not only that you care, because you care. A lot of people sell you a pipe dream. They’d be lying. I'm telling y’all they’d be lying, right? Because I can see it. I mean, we can see as entrepreneurs, you'd be like this, They're lying. [15:11.0]
The second part is you give the tip. You provide the funnel. You provide the system. You provide the spreadsheets. I mean, I've read about this stuff, but I don't have time and I don't have the knowledge to create it. I don't want to create the sales spreadsheet with the formulas in it. I don't know. Give it to me, right? Just for heaven’s sake, just give me the stuff. So, you're one of the first coaches that I've worked with that actually gives the system in a box. So, I say it's like a business in a box that you give, as opposed to me going through a hundred things, and so you over deliver.
Then, we haven't even gotten started, right? This is the thing. It’s that these are the results. I haven't finished all the videos because I'm too busy now constructing the system that I can now pass off for somebody else to do it. [16:00.2]
So, we haven't even gotten into Phase 2 where now that this is running without me and it's a well-oiled machine, and the systems and processes and procedures are now down on paper, for heaven's sake, I'm actually supposed to tell somebody how to run my business without me? So, if I could detach myself from all of this stuff, now we can really get into scale. When I think about the results that we have right now, we haven't even scratched the surface because it takes time to now detach myself from the business.
If I had something to say to people, I mean, invest in yourself. Invest in your business. Invest in wanting to have a business and not have a job. And having a job is cool, but once you have enough revenue, consider investing to now scale because the world needs your gift. The word needs what you have to offer, and I told you a couple of weeks ago, thank you so much for showing up in your gifts as a marketing coach and the person who helps people create systems, so now I can show up bigger in my gifts. [17:04.0]
Christy: And so, the world needs your gift. Don't be afraid to give it, but don't be afraid to invest in yourself and somebody who has a proven result.
Marquel: Thank you.
Christy: I’m telling you they'd be lying. They’d be lying, Marquel.
Christy: So, you have the results and you have the testimonials, and this is what you do with your eyes closed and your hands tied behind your back. You can do this all day and that's a person that I trust with my well-earned investment. So, it’s not me investing in you. It’s me investing in myself.
Marquel: Absolutely. Absolutely. Absolutely. I appreciate you so much. First and foremost, I definitely appreciate you so much for hopping on with me. I know you have been chilling in the Bahamas, so I appreciate you so much.
Christy: Yeah, I put on my makeup and everything out here.
Marquel: I appreciate you. I appreciate you. I appreciate you.
And if you're watching this right now and you're considering working with us, you want to get more leads, you want to get more clients, you want to scale things up in a big way without working so hard, if that's something you're interested in, there should be a link around this video somewhere for you to click on and get more details to see how we could potentially work together. If we decide we can help you, then we can talk about some options, and if not, we'll kind of point you in the direction of other resources. [18:07.4]
But either way, we appreciate you checking out this particular interview. Hope you got a ton of value from it. Now go out there and take some action. Again, click on the link. Go to the button around here somewhere. So, you can go ahead, click on it.
Christy: Click on that link. Stop playing. Click on it.
Marquel: Yeah, click on it right now.
Christy: Don’t be reserved.
Marquel: Absolutely. Absolutely. And we'll talk to you soon.
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