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Highlights from this episode include:

  • The #1 way to make your digital business stand out from your thousands of competitors (3:41)
  •  How the “trust-love-profit” framework can take your business from failure to freedom (4:46)
  • What most entrepreneurs get completely wrong about their brand personality (5:35)
  • The profoundly unique email opportunity most business owners miss out on (7:47)
  • A surefire way to effectively discuss any topic with your perfect customer (no matter how polarizing) (11:09)
  • How to meet the core desire of the clients you most want to work with (13:48)
  • Why you are attracting the wrong clients and how to fix it… fast (15:54)
  • The expert communicator’s secret to never struggling with sales again (19:12)
  • How to convert customers from clients to evangelists (21:46)
  • How to succeed in business and parenthood as a working mom (24:31)
Read Full Transcript

There's two types of people who hear consensual sales in the first go, Oh, Eww, Shawna, that is not what you want to say. There are better words to use and the second type here, consensual sales and say, you know what? You're right. I don't want to talk my way into the sale. I don't want to memorize a script. You just want to work with clients who are excited to work with you. Now that's consensual sales.

(00:51): Okay. Hello, can you Shauna, and today we have a special guest who has actually become a fast friend. So a lot of what she is talking about has actually played out in our real life, like in our real relationship. And so Megan, welcome to the show. Hi, I'm so glad to be here. I know this is so great. I don't think that anybody knows this, but you actually have written a handful of my own copy of my business, especially my welcome sequence. So when somebody comes in to a lead magnet that I have, that they download for free, there's a series of emails that follow up with those persons and follows up with those people. And you actually wrote those for me. I did. And it was really fun. Actually. We'd known each other for what, almost three years. And when I sat down to write your welcome sequence, so we're just kind of flowed because I used myself as an example, cause you helped me build such a strong business, but because they also know you really well.

(01:45): And I know that you're not afraid to use your personality in your words. So it just really allowed me to let my creativity flow. Absolutely. And this is, I'll tell you this quick story. So I was I had just moved to Connecticut and I didn't know anybody. We had relocated there with like a couple babies and I went to like a library hour and I went to this library hour and all the moms are talking about giving birth. Right. And they're all like, Oh, you know, I didn't have any medication and blah, blah, blah. And they're all like talking about this and I can't participate in this conversation. Like I have nothing to say. I don't even know what I'd say. I'm not really relating to what they're talking about. And this woman, she makes a joke and she says something along the lines of, yeah, it was natural for me out for the first 36 hours.

(02:34): Right. And I start laughing and I turned around and I was like, you're not from around here. Are you? And she said, no, I'm actually from Chicago, which is Midwest culture. And I instantly had a connection with her and we became fast friends over the three years that I had lived in Connecticut. And this is the power of personality. Like when you can showcase your personality or just show more of who you are and speak how you really speak it will with people, right? Like they'll actually turn their heads and be like, Hey, like I like you I'm. So I'd love for you to just kind of deep dive into the practicality of this while you're communicating online. Right. So

(03:12): If you decide to have a business that is specifically there, it's home is in the digital space. So you really need to emphasize your personality because there's a couple of reasons why for one, it'll stand out from the sea of other people that have an online business, but like, just like Shauna said, it's going to allow people to resonate with you on a deeper level. And it automatically gives them that feeling of connection. And the digital space is so important to build some sort of connection with your audience rather than only through just like being liked and having that deep feeling of connection is what's going to make them want to continue buying from you and being around you, which is also another reason why having personality is so important. So what we mean by personality is it's not just having witty things to say here and there.

(04:03): It's actually sharing your core values in a way that you would share them. If you were sitting next to somebody in a bar, having a beer or discussing something that you feel really good about or a hilarious story that you would just share with someone when you're sitting by a campfire kind of thing, and you can convey that same feeling of connection and resonate with people and build that relationship using the trust love profits framework that I've been using in my business and for my clients. It's personality based. So diving deep into that, like I said before, it's typing how you would actually speak to someone as if you were sitting next to them, allowing yourself to use your own opinions and perspectives in your copy. And then the trust part comes in when you consistently show up as that same person. So there's a couple of different ways that I convey this with my clients.

(05:04): But when you start a business, that business is an extension of yourself. It's you in one way or another, whether or not you're starting a business based on passion or necessity or convenience, it's still you. And so a lot of times business owners will overthink the brand's personality, but really if they just allow themselves to settle into the brand, like they become one and they outline what is it about themselves that they want to inject into the brand. That's how they can easily start putting out a copy or content that has really powerful personality. And that's when you start differentiating yourself from the crowd, as well as resonating with the right people. Like you don't have to alienate people to resonate with only your people. You'll naturally do that with what you care about and how you speak.

(05:54): But what if I feel like I really have a personality?

(05:59): It just sounds crazy to me because [inaudible], if you're feeling like you don't really have a personality, I would just sit down with yourself and say, ask why I'm the queen of questions. So like, let's just say you're one of my clients are like, I don't really feel like I have a personality and I would just call bullshit on that because you absolutely do. Every single person has a personality. They just sometimes need to talk it through with someone. So you could talk about, you know, what they value, how they spend their free time and that all those little clues lead to the kind of person they are and what they care about. And then their personality slowly starts to emerge. Then I guess it doesn't surprise me that somebody thinks that it's kind of like telling me that you don't really have a story to tell, which I think is so it's such bullshit or you don't have anything to say, like, you always have something to say, you just need to get it out of your head, that what you have to say or your, or how you think about things or what you care about doesn't matter to others because it absolutely does.

(07:00): It could be the very thing that makes them want to talk to you more and work with you.

(07:06): Some ways that you like to use personality.

(07:09): I love using personality and email marketing. You know, marketing is kind of like my playground. I have a really fun time getting to know people and helping my clients connect on a deeper level with their audience through emails, because historically the emails people think to themselves, Oh my gosh, it's spam. Or it's just like selling, selling, selling, but really an emails. You have a really unique opportunity to land in somebody's inbox. Somebody that trusted you enough to give you their correct email address and just have a chat or have a talk or bring up something that in your mind, you know, they're thinking about because you've done the research, you've done your due diligence as a marketer. So email marketing is a really easy place to bring out your personality and kind of like separate yourself from the crowd. And the way you can do that is just to write a plain text email.

(08:03): And as if you were just emailing a friend like before another good way to incorporate personality into your business is just through social media, which is pretty superficial. I think that there's, that's a good opportunity to use witty comments here and there, or kind of show your funny side, but really you want to draw them into that deeper conversation in emails and then ultimately get them on the phone if you want to sell them something. If you're ecommerce again, you still want to get that deeper level of emails because that's like a next level. Anybody can like you on Facebook, but not everybody's going to give you their email address.

(08:41): I think that email is a pretty unique platform because most people, they check their email to like sit down and read it. You know, they're checking their email to read the things in there and on social media, like that's not always the case, right. They're sort of vegging and scrolling endlessly. And so when you can leverage a platform or mandate, like sit down and are ready to read, whatever it is,

(09:02): Inbox, it gives you a really great advantage. Right? And the other thing about email is it's kind of like dating. So somebody gives you their real phone number versus a fake phone number. You know that then you're actually want to talk to you. The same goes with email. Everybody has multiple email addresses. One is for coupons or discounts. The other is for things they actually want to read. People also have these in folders. And the third one is maybe just like their spam one that they know they're getting spammed. So they'll just like send it to that email, if you can land on their actual email and they actually do want to talk to you, that's a really big deal. It's kind of like you're courting them at that point. And that's why it's so important to use your personality and the words that you write in an email, because if you automatically start going hard into a direct sale, rather than emotionally try to connect with your clients are the people who are reading your emails. They're going to just shut you down. And that will kind of be ruining the relationship.

(10:00): You said earlier that you want to make sure that your personality is kind of like filtered through your brand values. Like, do you have any advice for people who might share like too much or like how much to share or like how to identify what those values are? So we're not in that sort of, I don't know.

(10:19): Yeah, absolutely. So when you're presenting yourself as your business, right, like I said, as one in the same, you want people to want to be around you. And so my first approach it, thinking of it that way is when I sit down and write an email for someone or myself, I always think I want to be the bright spot in that person's life. So even if I'm going to talk about something that's a little bit different, maybe even polarizing, I'll always take a positive spin on it because when it comes down to it, you know, you're in business to do good for yourself, for the world for others. And if you can make sure that the things that you really care about come off in a positive light, you'll get much farther in building relationships than you would. If you were a Debbie downer, sorry to all the W's out there,

(11:10): What's some of your like best client testimonials where they were like, Oh my gosh, I can't believe you did this.

(11:16): And this happened. Yeah. So it was really cool. So I worked for a very successful business coach right now and she kind of left her email list just to hang out. She talked to them and they knew her, but she didn't use it a lot. And we went from zero forms through emails to 20, within a month plus a high ticket sale, which covered a three month retainer that she would pay me. So that was a really big deal. The other great testimonial that I got was, and I hear this a lot is when I talk to my clients about their brands, personalities, cause that's one of the first things we do is we kind of hash out their brand personality. I get the feedback that I'm able to put into words, how they're feeling or what they actually want to say. And that's validating for me because I almost feel like I'm giving them the power to use their voice. And then they always come. They always approach their social media or their business more confidently once they know like, this is actually what I mean. And so I've gotten that compliment a few times of being able to figure out what they're trying to say, what, and helping them get the words out. That's been really fun for me too.

(12:33): This is like a sales thing too. That when you are emotionally invested in an outcome or you're like emotionally attached and like, I don't know. Yeah. Just invested and committed. What ends up happening is that you can get stuck in your own brain it's as if like your brain shuts off and you just like, don't know what to say or how to say it. And so I think hiring somebody like you is so beneficial because it's like an outsider's perspective that can give you the words to say or say what you're trying to say, where you're not always just stuck in your own head.

(13:01): Yeah. Cause when you're in your own head all the time, you can still tell yourself lies that aren't necessarily true. That no one wants to hear your story or that it doesn't matter this or that. But when you have an outsider perspective like you or I, when we hear somebody's story and I know you feel the same way, it's just like, Oh my gosh, this is so amazing. I can't believe you. Haven't been talking about this. And, and this is why it matters to everybody else. And this is how you should say it. And then it always brings that extra boat of confidence.

(13:28): Can you clarify again, and maybe you've touched a little bit on this, but more succinctly describe how does personality correlate to more profits?

(13:37): So coming back to the personality, people, they want human connection. How do you know that? It's like at the very core of what humans ultimately need, they need other humans to be connected with on a primal level, right? You want friends, you want to feel close to others. And it translates all the way through our home lives. Our friendships face to face friendships, digital connections, everything. I can look up some recent studies, but it's become more prevalent that people want to buy from companies that align with their own personal values and morals. And that, to me says that they're looking for that extra connection from a company that they purchased from because they are craving that extra level of I'm helping her. I'm doing good in the world kind of thing.

(14:29): Yeah. Like reflects back on like who they are.

(14:32): Right. And so when you use personality in your copy, it allows that person, your people to identify you as, Hey, they have the same morals and values as I do, then they'll start to trust you. And then, and then they'll fall in love with you. Or they'll fall in love with mission personalities. It's almost like you're shooting flares off. When you put out your personality, it's kind of like here I am. And then they come to you. And then if you consistently show up with a personality that aligns, which is going to come natural to you because it is it's, you, you are the brand's personality. You will outline that in like your brand Bible, they will begin to love you. And then they'll become very loyal to you. And so then that's when they start referring people to you. And that's when they start spreading the word about what you're up to, and then you get more fans and then those fans and friends and so on and so forth, totally

(15:28): Say too, that when you lead with this and you get those dream clients, those dream clients, no more people who are like that. And so this is sometimes how people get into these like horrible cycles where they're just stuck with like, I don't want to say bad clients, but like people who aren't charging enough or are always late on their payments. So it's like, sometimes you can be stuck in these hamster's wheels because you're not sending out those flares and you're not pivoting appropriately. So they're just going to be bringing more people to you. Cause that's who those people.

(15:56): Yeah. They, people, you know, we're herd animals when it comes down to it, we want connection. We want to be around people that are like us. And so it's the same for you for, as a business owner, you want to be surrounded by people who are like you. So if you are the type of person that pays on time and values the opinions of others and does what they say, they're going to do, you're going to attract more people like that because in your personality, in your perspectives, if you continue to show up and talk about things that you care about, that, you know, your clients care about your, your readers, that's kind of like shooting a flair that says we're the same. I like your hands on real life approach to everything that you do. And I feel like you're very human centric, just like I am. And you're very much like driven by value and feelings. And that just perfectly aligns with me cause I am too. And so just like shooting flares up in the air, I've hired Shauna multiple times as well. Like if you look at what I'm doing is because Shawna has been helping me get through blocks, like crazy and setting up my business and having like more intention to what I'm doing. That's been really good. How

(17:12): You described the consensual sales method. And what would you have told yourself about sales like two years ago?

(17:18): Oh gosh. So two years ago, gosh, I would have said sales are so hard or they're scary. And the consensual sales method made me feel like selling was very natural. Like it's not a mystery that I want to make money. It's not a mystery that someone would have to give me money for them to get what I can do for them. And so as soon as I removed, the thought of sales are scary and sales are, it just turned into a conversation. A very matter of fact conversation and removing the emotion from not like you don't become some sort of robot, but you don't weigh your worth on whether or not somebody buys from you was very important to me. Very important because as soon as I kind of removed it, it says, well, there's going to be more people out there. I'm just going to keep moving forward. It's a numbers game. And sales is a normal part of business. These conversations are easy to have. Like I have three sales calls.

(18:25): You didn't tell me that. That's amazing,

(18:27): But they're all referrals for one thing. So that's really good.

(18:30): Yeah. Well, you get past like this tipping point, right? So like, you kind of got to hustle your way for those first couple of clients, but eventually just like you said, like your clients, your dream clients, when you are speaking in the right way to them, they know people like business, people run together. We do

(18:49): Totally run together. I've referred people to you as well, because it's just important to me that people learn the method, the consensual sales method, because sales are actually, I don't want to sound like a jackass, but sales are actually really easy. As long as you're aligning with the people you're talking to. And you're actually listening more than speaking. Sales are just very natural because people want to give you their money because they want it. What you have, they're happy to pay you for it because what you're about to give them is, you know, all transform their lives.

(19:18): Absolutely. There's something you said about like detaching from the outcome. And I wanted to say that I just sold a membership spot three or four days ago to somebody that I spoke to like on the phone, like two years ago. And I just like keep showing up. I keep doing my job. I'm emailing, you know, I'm putting my personality out there. I'm trying to align continuously with the values and sure shit. She bought like two years later after that initial phone call. And so it's like when you can, as a matter of fact, understand that if these client, if you can help these people and you're around long enough, they're going to come back. Like what will be yours will be yours in due time, right?

(20:01): It's a short game and a long game, you know, with sales, like I think I've cold emailed just hundreds of people. And I haven't had anybody come back yet, but I know that they're still in my world because I can still see them. And then I get referrals from them. So if they're not ready to buy, then they'll be ready to buy later. And so important that you not change how you're showing up. Like, don't be quick to try a new brand strategy, just stick to who you are, be consistent, keep showing up, keeping yourself and being available also is like available to chat later. But with your boundaries, obviously that's a whole nother.

(20:41): Yeah. I've noticed that just like there's people who are ready to buy now and there's people who are ready to buy later. And so if like constantly changing, like the sales cycle starts all over.

(20:51): Yeah. Every time you make a sharp pivot or a total, one 80, you are no longer the person they thought you were. And then that really breaks. Trust, like trust is so important in your life, you know, in general. And so, and especially in business, people really want to buy from other people that they can trust because there's just so much online that you people can't well, I mean, it seems that way. And so if it seems that way, it must be true. But if you start showing them that you are trustworthy and you do say what you're going to do and you show up, like you said, you were going to and continue to give them value. Like you said, you were going to do, they will buy from you they'll trust you even further. And then they'll become an advocate or they will, they call them like evangelists clients.

(21:39): I think we overcomplicate this, like creating, trusting almost like 80% of the time. If you just do what you say you're going to do, that's more than like half the people out there.

(21:50): I know it really is. But I think, you know, overthinking it, people do that too with their personalities. They're so worried about whether or not they're going to be accepted because of who they are, which I get. It is really scary. And it kind of is doggy dog world out there. But there's also some really great people who are waiting for you to show up exactly as who you actually are, then they're going to love you fiercely for it.

(22:19): Before we wrap this up, I sort of like your perspective on what it's been running a business and having small children at all. Yeah. I know we could probably talk about this for another hour, but I'd love to know if you've got any encouragement for people who are in a similar

(22:32): Or situation to you. Cause, and it's not easy. Oh, it's so hard. Because even if you have somebody here helping you with the kids, they still walk in and they still want to hug you and they still want it. Like I was on the phone with a lady in Australia on zoom and Gretchen was like, Hey, I think there was something that you said that you're like, your children deserve your respect kind of thing.

(22:59): That's the very first episode of this podcast, which is sorry, my kids are screaming. Your kids are equal to, or they have

(23:06): Yeah. Hit home for me. So I think I started just being okay with the interruptions was my first step. And then I'm rolling with the punches is my other, that's kinda like my dad's method. You know, my parents are really amazing. I've had such a positive upbringing and my dad was always emphasizing, just like rolling with the punches and figuring it out. My mom and she's like still resilient and she just keeps smiling and nothing has been easy for us growing up. Things were well, I think I shared it with you once, but we grew up in a very, very, I don't know, low income for a long, long time. My parents worked two, three jobs each sometimes, eventually they got to a point where we could move to a fold farm house and things started improving. Cause my dad started a business. So he has an entrepreneurial spirit just like I do, but nothing came easy.

(24:04): Things always happened. And just rolling with it is so important and not allowing it to interrupt your stride. And so bringing that back to kids, sometimes I can't work during the day when my sitter is here and I need to work at night and I need to be okay with it. If I get mad or frustrated or whatever, it makes it that much harder. But if I just deal with it and keep going forward, it's fine. Like I used to work exclusively at night for like two years. I would tuck my kids in and I'd stay up until 2:00 AM to work.

(24:37): There's a quote that I saw floating around on the internet a while back that said something along the lines of if I want to do what needs to be done, I have to realize like I'm going to have to do it through this chaotic life. And that really resonated with me because it's like, yeah, like if you want to get anything done, you have to come to the terms that it's just going to be crazy all the time. It is crazy all the time. Then the other thing is,

(24:59): Or how to trust yourself. Cause the coal that I always think of is I'm going to go wing something that I definitely should not be whinging. I'm gonna go home.

(25:07): You should put that on a cup for me, that's really that's us or cozy. Put it on a koozie,

(25:14): Bringing something that you definitely should not wing kind of forces you to trust your instincts. And 99% of the time, your instincts are correct. You just need to roll with it.

(25:23): I think this is what has made you like a really successful this, this owners, because the best things that you can do in your business are just like tinkering and experimenting with like what works and what doesn't. And so if you can create that flexibility in your day to day operations, like you're just really setting yourself up.

(25:41): Yeah, absolutely. I appreciate you saying that too. It has been a really interesting road and I've always said it since the beginning. It's like starting a business is like being baptized by fire. But I feel like a Phoenix.

(25:53): I feel like a meetings. Oh, I was going to say thank you for sharing that about your dad and like your family life. Because there's an episode in here called the most interesting man in the room. And in that episode, we talk about how sales and business can really pull yourself out of poverty. If you can navigate communications and conversations with potential clients, it will be what pulls you out of those difficult circles.

(26:15): Let me tell you this then real quick. So my parents will tell you a really condensed version of my parents. My parents have known each other since eighth grade, they got married super young. I think they're like, I don't know, 19 or 20

(26:28): Wisconsin love stories.

(26:31): They moved to Wisconsin. So they're from Minnesota spring Valley. They moved to Wisconsin, so my dad could go to college to be a firefighter. And they lived in this one bedroom apartment in Menasha. That was horrible with my big sister. She was a newborn, but they came from that. So my dad went to, he got his degree, got a job, got hired. My mom. I remember when she went back to college when I was in third grade, I think I remember her staying up late and doing homework on the computer and all in her room. She just graduated with her nursing PhD. She has a PhD in nursing. That's awesome. So proud. And my dad is a shift commander. They've worked so hard and they've tried so many different businesses and they've just pulled themselves up. And I think that it just goes to like perseverance and consistency and just drive really helps you become this. It molds who you are as a person. And it helps you achieve goals that you didn't want to know you had at first. Right? So totally. Yeah. I mean, somebody I'll tell the whole story I had to ask them. I'll have to have a part two.

(27:46): All right, Megan, tell us where we can find you online and where we can enter your world. Well, so you can go to my website, it's unbridled ambition.com. And then I'm also on Facebook as unbridled ambition incorporated. You could always land in my inbox. I'm so excited to talk to people and then Instagram I'm, you know what? I actually have a call with Melissa today because we're going to start doing some Instagram magic. Woo. I'm excited to see that roll out. Instagram is a place for me to hang out, but I haven't ever really tried to use it just being on it. It's all good. It's all good. Well, if you're listening and you want to take, if you want to punch up your copy with some personality, if that's email or just in your own content writing that you're doing on social media or for websites, Megan and unbridled ambition.com. Thank you so much, Megan. I think the world of you and I'm so happy and grateful to call you my friend.

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