In this #fireandearthpodcast episode we are joined by #marketing strategist Carla Cherry to discuss marketing and how to pivot your business.

The COVID pandemic has caused many #entrepreneurs to re-assess their businesses and see if it’s time to pivot or time to hone their marketing to attract their perfect clients. Here are a few sound bites from the episode you want to take away: Get courage and make money. What problem are you solving? Get rid of the ego and just solve the problem. Have the confidence and market for qualified leads – niche down for specific people.

Listen in at: or wherever you enjoy listening to podcasts.

Learn more and connect with Carla at: … and don’t forget to ask for your free consultation.


00:00:02.460 –> 00:00:06.930
Jason Mefford: Welcome to another episode of the fire and earth podcast, I’m your co host Jason Medford

00:00:07.020 –> 00:00:15.509
Kathy Gruver: And I’m Kathy gruver and we are so excited to have another amazing fabulous guest on the show today. I would love to introduce you to Carla cherry.

00:00:16.560 –> 00:00:18.180
Jason Mefford: Hey, Carla.

00:00:18.570 –> 00:00:19.890
carla cherry: Thank you so much for having me.

00:00:20.040 –> 00:00:24.990
Kathy Gruver: Absolutely. Once you tell everybody a little bit about who you are, what you do and what’s happening in your world right now.

00:00:25.650 –> 00:00:29.970
carla cherry: Absolutely. So thank you so much for having me, both of you. I’m really honored to be here.

00:00:31.110 –> 00:00:37.590
carla cherry: I am I call myself a marketing strategist and a virtual agency. And what that means is

00:00:38.910 –> 00:00:45.240
carla cherry: People pull me in one on one, and look at their business and and help them figure out, you know,

00:00:45.690 –> 00:00:55.350
carla cherry: Where the things that are not working, what their goals and visions, what their goals are, what their visions are and where the roadblocks are and we deal with things like you know

00:00:55.830 –> 00:01:03.870
carla cherry: Are you talking to your target client correctly. Are you packaging yourself correctly. How are you selling, are you selling virtually if you’re not, let’s get you there.

00:01:04.350 –> 00:01:12.960
carla cherry: And that’s, that’s what I do and I’m offering people right now. A CHANCE TO, YOU KNOW FIX HER BUSINESS pivot their business, figure out what to sell as well as

00:01:13.350 –> 00:01:26.370
carla cherry: I’m helping them set up a sales funnel for that. So it’s a misconception right now that you can’t make money, even in this crazy climate that we’re in and I’m here to, you know, prove that. Yeah.

00:01:27.030 –> 00:01:31.440
Jason Mefford: Well, because I think, I think that’s important that you bring that up that it’s a miss conception

00:01:32.010 –> 00:01:41.040
Jason Mefford: Right. Because, because a lot of people think, oh, the economy’s just so bad, or, you know, everybody so scared they’re not doing anything I have friends that are still having multimillion dollar launches.

00:01:41.580 –> 00:01:50.430
Jason Mefford: In the middle of this. So it’s like it’s a misconception. It’s just, we’ve got to kind of change what we’re doing and how we’re kind of going about it. Right.

00:01:51.120 –> 00:02:03.480
carla cherry: Absolutely, absolutely. And you have to. It takes a little bit of courage it takes courage, everybody’s sort of been in their comfort zone. We’ve all been shaken out of our comfort zone in many ways right now.

00:02:03.990 –> 00:02:09.210
carla cherry: And you gotta, you gotta roll with it. And that’s part of being an entrepreneur. Yeah. You know, you’ve got to just roll with it.

00:02:09.630 –> 00:02:16.470
Kathy Gruver: Yeah, but also there’s this is such a huge opportunity and I know in my practice. Specifically, I mean, still so much of my work was massage

00:02:16.740 –> 00:02:24.990
Kathy Gruver: And I’ve been telling people for ages. You know, I want to step away from the massage and I want to do more coaching and I want to do more hypnosis. But when you’re booked solid with massage clients.

00:02:25.290 –> 00:02:31.260
Kathy Gruver: How do you turn down guaranteed paid work in hopes that someone fills that slot with hypnosis. I’ve had some couple people go

00:02:31.500 –> 00:02:40.320
Kathy Gruver: Well, you know, let’s just take every Tuesday off. Okay. But what if the hypnosis person can do Tuesday. What if they want to do. Thursday, you know. And this, of course, I can’t be doing massage. During this time, so

00:02:40.380 –> 00:02:44.460
Kathy Gruver: It gave me this beautiful opportunity to go. I better get some coaching and hypnosis clients and

00:02:44.910 –> 00:02:47.100
Kathy Gruver: I have it just putting that out there.

00:02:47.820 –> 00:03:00.840
Kathy Gruver: People that heard my talks three and four years ago, out of the blue, contact me and go, you know what I need help right now and I immediately thought of you. You’re the one to help me. And I’m like, okay, so it’s taking the opportunity in these times.

00:03:01.920 –> 00:03:06.900
Kathy Gruver: And it’s also having some balls to do it. Yeah. So how do you grow those balls. Well,

00:03:08.130 –> 00:03:18.120
carla cherry: That’s a great question, for what I what I tell clients is really, you have to take out all the things do you do all you know and if you’re going, you know, going to focus on hypnosis.

00:03:18.510 –> 00:03:35.370
carla cherry: Then put it on paper digital paper regular paper and look at all the things that you do and all the value that you add and then the next step for me is about messaging. So it’s how you pitch yourself and how you present yourself in the messaging on your website.

00:03:35.580 –> 00:03:36.060
carla cherry: Because

00:03:36.270 –> 00:03:48.000
carla cherry: It’s true that the world will you know take you at your word, how you present yourself is how people are going to take you. So if you learn how to speak confidently about what you do and put that into the words.

00:03:48.930 –> 00:03:54.930
carla cherry: Whether it’s pitch pitch or written messaging, then the world will say, Okay, that’s what that’s what you do. So you were. Yeah.

00:03:55.140 –> 00:04:00.840
Kathy Gruver: It’s so funny that you say that because when people now say, what do you do, I stopped mentioning massage. Awesome.

00:04:01.020 –> 00:04:07.200
Kathy Gruver: Um, I don’t say I say I’m a coach, I’m a hypnotherapist on the most international speaker and author. That’s what I tell people now.

00:04:07.710 –> 00:04:08.850
carla cherry: And they believe you, because that’s

00:04:09.840 –> 00:04:10.590
Kathy Gruver: Right, yeah.

00:04:11.490 –> 00:04:24.930
Jason Mefford: Well, and it’s interesting because you know in our because Kathy and I are both speakers and I’ve done training for a long time. I, I started pivoting several years ago to online because I I knew this was the future. And I wanted to quit traveling

00:04:25.020 –> 00:04:32.490
Jason Mefford: Right, yeah. And you know, Kathy has been saying you know 40 weeks on the on the road is like too much. I didn’t want a second divorce, so

00:04:32.670 –> 00:04:34.440
Kathy Gruver: That’s a dream come true for me. Yeah.

00:04:34.860 –> 00:04:35.940
Jason Mefford: So, but it was

00:04:38.430 –> 00:04:38.790
Jason Mefford: Okay.

00:04:42.090 –> 00:04:44.190
Jason Mefford: We talked about this different episodes. All right. Yeah.

00:04:44.430 –> 00:04:45.180
Jason Mefford: But the

00:04:45.450 –> 00:04:54.540
Jason Mefford: But so, so both of us, I guess, kind of, you know, we’re already planning or already had had thought about this, but I know a lot of our friends.

00:04:54.960 –> 00:05:10.110
Jason Mefford: That are traditional speakers or people that I know that are traditional in person seminar trainer a ball. This really hit, um, you know, smack him upside the head and you know you talked about putting it down on paper, I guess.

00:05:11.130 –> 00:05:18.180
Jason Mefford: What are some suggestions you have for people that that maybe are still in that Holy shit. I can’t believe this is happening phase.

00:05:18.540 –> 00:05:24.900
Jason Mefford: You know of, well, how do you start putting something down on paper. Now that maybe is totally different than what

00:05:25.620 –> 00:05:35.340
Jason Mefford: You’d been envisioning what you’ve been trying to manifest and now you’ve got to pivot and a lot of people are holding on to that, like, no you know I gotta do this.

00:05:35.610 –> 00:05:41.460
Jason Mefford: What, what are some ways that you can help your clients get through some of that because I’m sure there’s still people out there struggling

00:05:41.910 –> 00:05:44.010
carla cherry: Absolutely. So first of all, just

00:05:45.060 –> 00:05:53.970
carla cherry: Get courage, right. Like, do you want to make money, or do you not want to make money. Ask yourself that. I mean, that is a big motivator for a lot of people like to sit back and just collect unemployment checks.

00:05:54.420 –> 00:06:01.920
carla cherry: You know, or do you want to go forward and also get ahead of the curve because everybody eventually it’s going to be virtual so if you don’t do it now.

00:06:02.400 –> 00:06:13.710
carla cherry: You know, people are going to be used to it. Right. That’s one. So just think of that as motivation and, secondly, and pivoting the what I tell my clients is what problem are you solving

00:06:14.640 –> 00:06:25.470
carla cherry: Right, so you stay within your field stay within you know the same theme, but your, think about what problems. What new problems have

00:06:25.980 –> 00:06:37.230
carla cherry: Arrived have are here for your clients. So ask them is the second thing, right, reach out to your clients reach out to your past clients reach out to your favorite current clients and say, Hey, what are you doing right now.

00:06:37.740 –> 00:06:39.120
carla cherry: What do you need right now.

00:06:39.810 –> 00:06:50.520
carla cherry: Right. So, if so, I’ll give you some examples. So I have a client that owns an acting studio right and so she goes, What am I going to do, what am I going to do all my clients are 1918 years old and a lot of them have gone back home to mama.

00:06:50.910 –> 00:06:52.560
carla cherry: Right. They’re not auditioning as much

00:06:52.980 –> 00:07:01.530
carla cherry: And so the previous problem was I need to figure out how to audition better so that can land more roles. Well, they’re all they’ve all gone home and everything’s on pause all productions on pause

00:07:01.800 –> 00:07:03.900
carla cherry: So when we look at, okay, well then

00:07:04.200 –> 00:07:15.300
carla cherry: What other clients do you have. Okay, I have younger clients. So now we’re going to focus on the younger clients because the new problem is actually with the parents. The parents who are crazy. They’re trying to do the school.

00:07:15.630 –> 00:07:25.020
carla cherry: As well as be the babysitter, as well as do their job from home, they need a break. So what you do is you create a you create a product within the same realm, which is still

00:07:25.290 –> 00:07:35.700
carla cherry: an acting class, but make it fun and make it for the advertisements, make it for the younger kids right and so when we started doing that, you know, her friends started asking, what’s your number.

00:07:36.030 –> 00:07:44.820
carla cherry: What’s your number when I tell people that she was doing it. The just my friends there. So what’s your number. I need a number like right now. You know, because that is the immediate new problem. So it’s still acting class.

00:07:45.330 –> 00:07:52.320
carla cherry: But it’s for the new need. So you have to look within your realm, like what is, what is the new name. I’ll give you a second example.

00:07:53.040 –> 00:08:04.500
carla cherry: Of a client that is a site expert stylist. So nobody’s going out, they don’t need to buy the ball gown. What do you do everyone and within Calvin, what are they doing they’re at home organizing their closet.

00:08:05.250 –> 00:08:09.930
carla cherry: So you change the product to how do I organize my closet.

00:08:10.230 –> 00:08:23.100
carla cherry: Um, you know, number one. Number two, as you know, they’re pulling out everybody’s pulling out their old jewelry and old dusting off old shoes and looking at all the stuff in there. Okay, so how do you pair jewelry with

00:08:23.520 –> 00:08:31.770
carla cherry: The outfits that you have like your she’s we created products out of them. The Finnair same clients new problem.

00:08:32.520 –> 00:08:48.990
Jason Mefford: Okay, yeah. Well, what’s interesting, like the one you said about the the acting studio right is that, you know, they’re still providing the same service of of helping to train actors, but there’s a new need from the parents. I mean, it’s almost like you know daycare, if you will, for the

00:08:48.990 –> 00:08:51.180
Jason Mefford: Kids or a break for the parents.

00:08:51.330 –> 00:08:51.600
carla cherry: Right.

00:08:51.690 –> 00:08:59.340
Jason Mefford: And I’m sure parents are much more. I mean, not that they weren’t already. I mean, if you’ve got a kid that you’re trying to get into acting the parents are pretty motivated already

00:08:59.820 –> 00:09:07.050
Jason Mefford: And now it’s like holy shit, I’m going crazy. You’ll take my kid for two hours a day. Yeah, I’m gonna pay you. Right.

00:09:07.470 –> 00:09:21.630
carla cherry: Absolutely. And the courageous part is for second. You may have to, you know, she may have had the thought like, I’m not a babysitter. I’m a serious person training serious actors. Well, that’s the part you have to get over it was that little bit of ego.

00:09:21.930 –> 00:09:22.380
carla cherry: Right.

00:09:22.800 –> 00:09:37.770
carla cherry: A little bit of ego that says this is not who I am, you know, it’s like okay right you’re actually providing a service. So whenever you’re solving a problem for a client whenever you’re you’re hitting that need and you’re solving the problem. That’s when people are going to pay you.

00:09:39.180 –> 00:09:43.260
carla cherry: And they’re going to remember you through this time we’re going to go wow she really came in.

00:09:43.530 –> 00:09:55.320
carla cherry: And she really helped me with this particular problem. I’m now with my own opinion about the same parent has further the older older kids, they may have older kids themselves, they’re going to think if you and the future.

00:09:55.770 –> 00:10:04.800
Kathy Gruver: Well and sales is about building relationships. And that’s one of the things that drives me crazy about LinkedIn is someone will say, hey, I’d love to connect with you. I look at what they do. I go, Yeah, okay.

00:10:05.220 –> 00:10:14.760
Kathy Gruver: I say yes. And then I get a 30 paragraph clearly pre written pitch as to why I should buy their real estate program. And I’m like, I DID YOU KNOW WHAT DO YOU KNOW WHAT I DO YOU KNOW

00:10:15.510 –> 00:10:30.000
Kathy Gruver: So, and my uncle who class. Like, I mean, just like classic salesman. He’s been in sales his entire life. He’s now in his 70s. He told me, the most brilliant thing if they like you, they’ll see you if they trust you. They’ll buy from you.

00:10:30.270 –> 00:10:30.690
carla cherry: Hmm.

00:10:30.780 –> 00:10:39.720
Kathy Gruver: And so this woman who pivoted from teaching, you know, Tina and adult actresses to audition better they’re not working with these kids well these kids are going to keep growing up.

00:10:39.990 –> 00:10:47.040
Kathy Gruver: And I know the I was an actor for years. I know the acting bug. If you start when you’re eight and you enjoy it. She’s going to have clients for life.

00:10:47.280 –> 00:10:47.760
Kathy Gruver: As yeah

00:10:47.850 –> 00:10:58.110
Kathy Gruver: building that relationship, she’s building that trust. And I think we so often forget that you know we dive into a relationship. It’s like meeting someone on the first date and planning the wedding well too premature, you know,

00:10:58.710 –> 00:11:06.990
Kathy Gruver: Or them a little bit first. So, you know, I think there’s that that disconnect, especially now with social media of, oh, I’m connected with them. They’re my best friend. Let’s go do something and it’s like

00:11:07.020 –> 00:11:10.530
Kathy Gruver: Way back up a second build it’s it’s a slow build

00:11:11.130 –> 00:11:20.280
Jason Mefford: Exactly. Well, and I was gonna say, cuz I think Kathy what you were kind of bringing up there, too, that I wanted to ask, Carla about is I think a lot of times we

00:11:21.990 –> 00:11:29.370
Jason Mefford: I’ll just talk for myself and I’m guessing there’s other people like me out there too. Right. So a lot of times you think of marketing kind of in a, you know,

00:11:29.820 –> 00:11:34.980
Jason Mefford: short term basis right we mark it to try to drive sales in the short term.

00:11:35.370 –> 00:11:46.920
Jason Mefford: But you know like Kathy was saying a lot of our businesses, it’s long term, right, I mean, some of these people. You know that I do business with I’ve known for 810 15 years maybe before

00:11:47.310 –> 00:11:56.250
Jason Mefford: Before they actually do business with me or they get promoted up and move to other organizations. And then they’re like, Hey, Jason. I want to work with you now, right, because they can

00:11:56.910 –> 00:12:05.880
Jason Mefford: So I guess you know that that short term versus the long term thing, because again, usually people are like hey you know if I’m gonna

00:12:06.270 –> 00:12:18.270
Jason Mefford: I’m gonna drop 10 grand on marketing, I need to see some sort of a return. Right. I mean, how do you, how do you kind of temper that short term with the long term nature because you can do some really stupid things in the short

00:12:18.270 –> 00:12:21.720
Jason Mefford: Term, but just burn you. I’m guessing marketing wise, right.

00:12:22.530 –> 00:12:40.470
carla cherry: Yeah, absolutely. So short term, long term. I mean, I think for me, when you know it’s more or is it a smaller digital product that you’re selling or is it a higher ticket sales item. If it’s a higher ticket sales item, you know, you got to get on the phone with them, in my opinion, yeah.

00:12:42.090 –> 00:12:49.380
carla cherry: So it’s, it’s about nurturing the relationship, but it’s also about showing social proof. So, you know,

00:12:50.250 –> 00:13:02.550
carla cherry: Two things. If you’re going to get if you’re going to try and saw a higher ticket item one, you got to get do the consultation call and I have a whole thing that I you know move my clients through for sales false right so

00:13:03.300 –> 00:13:05.430
carla cherry: There’s a whole process, you know,

00:13:06.090 –> 00:13:18.780
carla cherry: When people just try to think that hey, we’re going to go to have coffee and somehow we’re going to magically have a sale after that just doesn’t happen like you have to actually, you know, I tell my clients will lead the call.

00:13:19.500 –> 00:13:24.150
carla cherry: Whether it’s on zoom or in the phone or in person before and after this mess that we’re in.

00:13:25.680 –> 00:13:32.670
carla cherry: You know, you have to lead it. And you have to build trust, but you also have to show social proof. So those are the two things with the higher ticket item.

00:13:34.470 –> 00:13:47.460
carla cherry: Is showing. Hey, I get your problem I see it. I understand it. I’ve helped other people through it and here are the people that I’ve helped through right so it’s, I call it like we’re in sort of like a monkey see, monkey do.

00:13:48.120 –> 00:14:00.420
carla cherry: World. If I see that you’ve done it for other people you fix the Zack problem that I’m having and all these people say that you’ve done it, and you did it. Well, then I want to hire you. It doesn’t really matter to me like how

00:14:00.780 –> 00:14:14.040
carla cherry: Long. We’ve known each other. Um, can you fix my problems. Right. I think for the smaller ticket items, you know, you can just put that on your website or on your sales funnel and you know people are quicker.

00:14:15.240 –> 00:14:29.670
carla cherry: It’s kind of like lizard brain like when you buy shoes you don’t buy it. You know, you’re not thinking logically. Where do you buy a nice dress shoes. You’re just like bam, hit the button. You know, so for sale on our website. It’s like how shiny. Can you make it you know any mean

00:14:30.120 –> 00:14:32.700
carla cherry: But for the bigger tiger. I am. You gotta get on the phone.

00:14:33.510 –> 00:14:36.810
Kathy Gruver: Yeah, that’s a really interesting point and talking about the

00:14:38.490 –> 00:14:46.710
Kathy Gruver: Someone years ago you had they had to do an exercise where to increase. And here’s the I hate sales, I can talk about myself all day.

00:14:47.100 –> 00:14:47.640
Kathy Gruver: And how

00:14:47.700 –> 00:14:52.110
Kathy Gruver: Good. I am at massage or hypnosis or as a speaker or but I can’t sell

00:14:52.740 –> 00:14:55.500
Kathy Gruver: Right, there’s that term, like what Jason was saying, it feels icky.

00:14:56.880 –> 00:15:06.390
Kathy Gruver: But I never thought to like text all of my massage clients. Now, who I can see and say, hey, during this crazy time. Can I help you with hypnosis or coaching.

00:15:06.600 –> 00:15:14.070
Kathy Gruver: Do you know anybody that I can help with hypnosis or coaching, because I can do that virtually and if you refer someone to me, I’ll give you $10 off your next massage when this craziness happened.

00:15:14.370 –> 00:15:15.000
carla cherry: Yeah, I

00:15:15.240 –> 00:15:26.280
Kathy Gruver: Never thought to do that. You go to the people, you know, first the people you already have that relationship with and it’s like until you said that I never even considered texting all of my massage clients and going, do you know anybody that needs coaching right now.

00:15:27.180 –> 00:15:28.710
Jason Mefford: Notes, you’re going to be doing the rest of the day.

00:15:31.560 –> 00:15:32.760
Kathy Gruver: They’re my calendar. Yeah.

00:15:34.410 –> 00:15:48.240
carla cherry: Yeah, absolutely. I mean, everybody would if you, if I’m looking for a therapist. I’m going to ask my friends who worked. That’s the first thing I’m gonna do I’m someone says, oh my god, I have this great there was like you have to go in are like she’s amazing.

00:15:48.270 –> 00:15:58.740
carla cherry: Sure, then I’m I don’t care where she graduated from I’m, you know, some people may I don’t really care about her credentials. Like, did you have DID SHE help you with your problem. You know what I mean.

00:15:59.970 –> 00:16:05.730
carla cherry: And I talked about with my clients like going from resume mode to problem solving mode, you know,

00:16:06.360 –> 00:16:08.010
carla cherry: And also to get really

00:16:09.870 –> 00:16:19.020
carla cherry: confident about the problems that you solve and the results that you’ve gotten for people like if you can really speak with confidence about that.

00:16:19.920 –> 00:16:25.980
carla cherry: It’s important because, you know, if I go to a mechanic and they’re like, I’m if I can fix your car today.

00:16:26.700 –> 00:16:38.820
carla cherry: Sure needy. Then I’m going to leave you know any mean. So it’s the same thing for coaches, like if I go to somebody. They’re like, yep, I can do that gap. I can help you. Absolutely. Done that i’m i’m going to sign up so

00:16:39.300 –> 00:16:52.950
carla cherry: Another thing that I help my clients do is really when you take all of the what you do and your value and you look at is how like when you get a resume redone. You’re like, holy crap I I’m great. You know, like that’s always everybody’s first

00:16:54.000 –> 00:16:56.340
carla cherry: Impression when they really look at their stuff.

00:16:57.150 –> 00:17:09.030
carla cherry: It’s the same thing with this, like if you’re pivoting, you really got to get it out of your brain and look at it and look at all the stuff that you can do. And then you start putting the pieces pieces together the puzzle.

00:17:09.360 –> 00:17:16.980
carla cherry: The messaging, the pitch and all that. And then when you know speak it into existence and tell people, and you know, have

00:17:17.520 –> 00:17:32.400
carla cherry: With your texting you know you can also send emails and put up a full blurb of like what you can do and include the testimonials in the email and then that way they can forward it right to their friends and they don’t even have to say anything because people are lazy.

00:17:32.790 –> 00:17:36.810
Kathy Gruver: Right, absolutely. Well, it’s funny that you say that you have to be able to tell them that you’re good at it.

00:17:37.050 –> 00:17:39.330
Kathy Gruver: My freshman year of college of acting

00:17:39.960 –> 00:17:51.390
Kathy Gruver: We sat in our first day of acting class and we sat in a big circle we introduced ourselves and said, who we weren’t. It was terrifying because I was the best actress in my high school and I suddenly found I was surrounded by. Every Best Actress in every high school in the country.

00:17:51.780 –> 00:17:56.910
Kathy Gruver: A little intimidating and the instructor turn to one of the students and said, Are you a good performer.

00:17:57.450 –> 00:18:05.910
Kathy Gruver: And the girl goes. Um, well, yeah, you know, I think I’m pretty good as you as you’re not hired terms of one of the guys are you a good performer. He goes, hell yeah. And she goes, You just got the job.

00:18:06.120 –> 00:18:06.360
carla cherry: Right.

00:18:06.420 –> 00:18:13.320
Kathy Gruver: He said, I’m telling you right now. I know you aren’t trained the way you think. You shouldn’t be. But if you can’t tell someone you’re you’re good at what you do.

00:18:13.830 –> 00:18:25.710
Kathy Gruver: You said you have to be an asshole about it. But if you can confidently say yes, I’m a good performer, then you shouldn’t be in this class and you’re not going to get hired and that that has stuck with me if I got nothing out of four years of college that stuck with me.

00:18:27.990 –> 00:18:38.850
carla cherry: Absolutely, absolutely, and then be able to write it and pitch it and you know the pitch takes a minute, you know, you have to really find your title, you know,

00:18:40.530 –> 00:18:48.150
carla cherry: When you find your title. There’s such power in words. You know when you find the title that really fits you and you’re really excited about it.

00:18:49.590 –> 00:18:51.960
carla cherry: Psychologically, you step up a level.

00:18:53.430 –> 00:18:57.060
carla cherry: You step into it and you know I tell clients like

00:18:57.750 –> 00:19:12.720
carla cherry: You know, really write the pitch that you want have the results built in. Have a powerful title have it have have it powerfully written who you help as well because you know you don’t want to try to attract the world when you do that, you look watered down

00:19:13.230 –> 00:19:25.260
carla cherry: You know, if I’m calling for a burger and I go for a vegan, but I’m vegetarian. But if I just use an example. If you go for a McDonald’s burger versus like a Ruth Christmas kitchen or whatever the heck that title is

00:19:26.160 –> 00:19:30.090
carla cherry: It’s a different burger. You know, I mean, so you can’t. You have to really

00:19:30.570 –> 00:19:46.050
carla cherry: Say these are the people that I help. This is the specific person that I help otherwise. And then when that person hears you and they’re like, oh my god, she does not solve my problem. And she’s speaking directly to me them you’ve landed on it.

00:19:46.800 –> 00:19:54.210
Jason Mefford: Well, I think that is one of the areas I think that requires the courage or grow into pair of balls right there. We were talking about before is

00:19:55.140 –> 00:20:02.100
Jason Mefford: I mean, I’ve seen it with myself with other people as well where it’s like, oh, but if I narrow it down. And if I’m so specific.

00:20:02.460 –> 00:20:11.550
Jason Mefford: That I’m limiting the number of people that I marketing to right but it’s like, that’s totally what you want to do, right, and because

00:20:11.970 –> 00:20:22.290
Jason Mefford: You know, I noticed even doing like some online ads. I wasn’t as narrow in my audience, right. So I wanted to target people in the US, Canada area.

00:20:23.070 –> 00:20:33.390
Jason Mefford: My ad budget was gone before those people even woke up because I forgot to exclude some of the other people. Right. So I was attracting all these people from halfway around the world.

00:20:33.840 –> 00:20:46.560
Jason Mefford: Instead of where I wanted to go. So the more unit Chan and like you said, the more you niche in The more specific you are, the more you’re going to attract that ideal client that everybody talks about, and it’s not watered down at that point right

00:20:46.770 –> 00:20:47.250
carla cherry: Yeah, well,

00:20:47.580 –> 00:20:56.100
Kathy Gruver: Yeah, and I mean I to say I’m a massage therapist will Good lord, was that mean when people ask me when I was talking about massage. I do deep tissue trigger point

00:20:56.490 –> 00:21:04.980
Kathy Gruver: That’s what I do. I don’t do fluffy foo foo. I don’t do Swedish I don’t do any of that stuff. Other stuff people have called me and said, Can I get an hour and a half, Swedish, and I go, you can, but not for me.

00:21:05.400 –> 00:21:11.250
Kathy Gruver: That is not what I do and I send them some because that’s, I don’t enjoy it. It’s not fun for me. I think it’s boring. I think it’s pointless. It’s I

00:21:11.550 –> 00:21:20.280
Kathy Gruver: Deep tissue trigger point come to me with your injury. I’ll figure it out. And I’ll fix it. You know, I had the confidence to say that over the years of playing with other modalities and realizing

00:21:20.640 –> 00:21:27.990
Kathy Gruver: I like this one thing, you know, and I it’s it’s. Same thing with my speaking I speak about stress. Well, who’s your audience. Yeah.

00:21:29.070 –> 00:21:41.970
Kathy Gruver: Anybody with stress. But that’s everybody. And that’s too broad. So I’ve had to narrow that down and it’s hard it is. It’s really hard to do you have do an exercise you have. So when you walk people through, how do you get that that ideal client. How do you narrow that down for people

00:21:42.090 –> 00:21:48.390
carla cherry: Yeah, absolutely. So, well, first thing I tell people is think about who is your favorite client right now.

00:21:50.400 –> 00:21:55.710
carla cherry: And then write all the things that about them down on paper. Right. So I’ll give you an example.

00:21:56.220 –> 00:22:08.490
carla cherry: I had a potential client that came to me and said, you know, we’re just, we’re doing all the things you know we’re paying for that we’re taking the pictures are making the video we’ve read on the website. But we’re just not getting

00:22:09.150 –> 00:22:15.450
carla cherry: People, we’re not getting enough leads and that’s usually the number one problem that all my clients have they need more clients.

00:22:16.530 –> 00:22:27.510
carla cherry: And so I said, Okay, well, you know, we were target client and they couldn’t speak to it. So then I said, Okay. Who’s your favorite client. And they were like, oh, the common maryann’s

00:22:27.810 –> 00:22:36.690
carla cherry: And I was like, ah, tell me more about them. Okay, so they are the client that is trying to sell their house and move to Florida.

00:22:37.290 –> 00:22:44.670
carla cherry: Totally different client than the newlywed that just arrived in LA. Like, could it be more of a person. Right.

00:22:45.510 –> 00:22:57.840
carla cherry: So you know if you’re trying to speak to all people who are interested in buying a house, you know, the Tom and MARIANA are not going to hear you as loud, you’re not going to jump out to them, right.

00:22:58.740 –> 00:23:06.750
carla cherry: So you know I told them what you want to do is you want to really narrow in narrow niche down on that you want to talk about like

00:23:07.320 –> 00:23:22.230
carla cherry: You know, it is time to get out of LA, like, you know, talk about how great Florida is talk about, like, here are the best things do you want to do, you know, and your messaging like wrapping up your life here and like how to get out bounced or whatever your, you know,

00:23:23.070 –> 00:23:27.090
carla cherry: main points are that sets you apart from other people from other realtors

00:23:27.510 –> 00:23:40.470
carla cherry: Then, then you’re going to be the go to person for that person. That’s just, you know, Googling up searching up, you know, selling your house before you leave. They’re gonna be like, Oh my God, you got me you 100% get me and that’s the click.

00:23:41.520 –> 00:23:45.360
Jason Mefford: Well, I’m guessing to them, you know, like in that example it’s going to

00:23:45.960 –> 00:23:54.060
Jason Mefford: Help you know where to go to find those people as well. Right, exactly. So again, like you said, whether you’re blogging or doing something, you know, it’s like

00:23:54.300 –> 00:23:59.400
Jason Mefford: You know, LA. The weather’s great, but if you’re tired of the rat race and you’re ready to go to Miami.

00:24:00.240 –> 00:24:08.730
Jason Mefford: I’m your person. Right. So all your messaging and then again, you’re going to find people who are probably middle aged, you know, again, maybe came to

00:24:09.540 –> 00:24:20.220
Jason Mefford: Everybody comes to LA with dreams. Right. And they came, they came to LA with their dreams and unfortunately, most of the people’s dreams get crushed. Right. So, so they’re ready to go back home.

00:24:20.610 –> 00:24:37.680
Jason Mefford: At that point. And so again, you’re going to be targeting maybe again people in the music or entertainment business that came here, they’ve been grinding it out for 10 or 15 years and finally decided Screw it. I’m done. It’s time to go back home and just do something else. Right.

00:24:38.220 –> 00:24:38.970
carla cherry: Yeah, that

00:24:39.000 –> 00:24:52.440
Jason Mefford: Then you’re going to start then you can start answering those questions like, oh, Where were those people hanging out. Oh. Where were those people, you know, then you then I’m guessing you can help them kind of really narrow that funnel or figure out where to go to attract those people

00:24:52.830 –> 00:25:01.650
carla cherry: Yeah, and is it goes all across from messaging you know it’s in your website, but it’s also if you’re making content making videos you’re going to be talking about this stuff.

00:25:01.920 –> 00:25:12.120
carla cherry: Right, you’re going to be talking about it. And then you can also advertise like SEO wise you can advertise, you know, put your videos up that have these things in the titles.

00:25:12.660 –> 00:25:20.010
carla cherry: You know, have these keywords. So you’re going to be more searchable as well. So, but the main thing is like, you know,

00:25:20.490 –> 00:25:27.150
carla cherry: This was a man and a woman team. They were partners business partners and they were fun and they were funny and they

00:25:27.600 –> 00:25:37.560
carla cherry: You know, they really wanted to be themselves. They didn’t want to put the suit on. They wanted to have the crazy t shirt and a hat. And I said, celebrate that be, be yourself. Be 100% be yourself.

00:25:37.740 –> 00:25:45.210
carla cherry: Because you’re going to attract the people that are attracted to you, but you have to have the right messaging. Yeah.

00:25:45.990 –> 00:25:54.150
Kathy Gruver: Yeah, it’s so interesting. We’re, we’re taught that we have to look a certain way and do a certain thing. And after I finished my PhD. I went and changed my headshots.

00:25:54.570 –> 00:26:05.280
Kathy Gruver: To suit and indoor shots and it was, I’m a PhD now and I looked at the great pictures. They’re fabulous pictures and I realized that’s not who I am.

00:26:05.580 –> 00:26:16.950
Kathy Gruver: Like I can still do talks and corporations and have the red streaks in my hair and have an outdoor photoshoot and be fun and funny and that’s, that’s why I can’t cover that up and When Jason I did our values exercise.

00:26:17.490 –> 00:26:29.490
Kathy Gruver: Authenticity was one of our values or something like that. And it’s like, why am I going to try to put on the suit and be Dr. Kathy gruver when I would rather be screwing around and doing improv and trapeze and Dungeons and Dragons, you know, it’s like

00:26:29.520 –> 00:26:31.020
Kathy Gruver: That’s who I am.

00:26:32.070 –> 00:26:39.000
carla cherry: And you’re going to attract people that are trying to do for that reason. Right, exactly. I saw the pictures of yoga trapeze. I was like, oh, she’s awesome.

00:26:40.740 –> 00:26:42.150
carla cherry: And you have great abs and now

00:26:42.990 –> 00:26:43.440
Thank you.

00:26:44.910 –> 00:26:47.850
Kathy Gruver: Yeah. Not right now. The coven 19 yeah I got that.

00:26:50.280 –> 00:26:52.590
carla cherry: Everybody I got coven 19 pounds.

00:26:53.430 –> 00:26:55.980
Kathy Gruver: Like the freshman 15 but it’s the coven 19 yeah

00:26:56.580 –> 00:26:58.320
Kathy Gruver: And of course, Jason, guess what.

00:26:59.610 –> 00:26:59.700
Kathy Gruver: We

00:27:01.320 –> 00:27:01.650
Kathy Gruver: Are running

00:27:03.210 –> 00:27:09.180
Kathy Gruver: I know I’m learning so much I so need to hear this today. I mean like I seriously do. I’m just about to start a LinkedIn campaign about you. So I’m like,

00:27:09.420 –> 00:27:16.230
Kathy Gruver: Yeah, you’re right. I mean, all the things that I’ve been doing sort of naturally with the massage thing I do need to translate that into every aspect of my life so

00:27:16.590 –> 00:27:19.560
Kathy Gruver: And everyone else that’s listening to during this time it’s like oh thank god.

00:27:19.860 –> 00:27:20.910
Thank God.

00:27:22.170 –> 00:27:23.430
Kathy Gruver: Yeah Carla’s here. Good.

00:27:23.790 –> 00:27:28.470
carla cherry: Oh, thank you. My pleasure. So much for having us. Since on time.

00:27:29.520 –> 00:27:35.280
Jason Mefford: And again, as you know we we learn as well as other people learn to, you know, it’s like, for me, a lot of

00:27:35.850 –> 00:27:45.030
Jason Mefford: Going through this is just having the courage and actually doing what we know we need to because I think sometimes it’s, you know, when I look at my business are some things that

00:27:45.420 –> 00:27:55.770
Jason Mefford: Have been, you know, going on in the back of my head there for a little while about, you know, some polarization or other things that I need to do because that’s going to attract more of the people that

00:27:56.790 –> 00:28:11.970
Jason Mefford: I really should be working with. But it limits the number and then our, our limiting or lack side goes, oh, if I’m marketing to 10,000 people and now it’s like 1000. Oh no, I’ve lost 9000 potential sales.

00:28:12.390 –> 00:28:26.640
Jason Mefford: And we have. We just got to have the courage and change our belief about that that because, again, all your clients. I’m guessing when they niche down when they have the courage to do these things to actually make a lot more money and they probably don’t even have to work as much right

00:28:27.120 –> 00:28:34.590
carla cherry: You make a lot more money and you also save time because there’s a problem. If you’re reaching out to too many people you’ve got unqualified leads and then you’re only

00:28:34.800 –> 00:28:40.650
carla cherry: On the phone for an hour with a complete unqualified lead and you’re, you’re wasting time you’re taking away from the time that you could

00:28:41.130 –> 00:28:52.800
carla cherry: actually serve the people that that want your help. So that’s, that’s how I tell my clients to think about it is, think about as it’s time saving things get more qualified leads you’re saving time

00:28:54.450 –> 00:29:04.290
Kathy Gruver: Yeah, very good point. Very good point. And that’s a great place to end yeah all Carl. Thank you so much. This has been so great. I know, geez. I’ve, I don’t know, Jason’s a note taker, but I actually have like

00:29:07.200 –> 00:29:13.920
Kathy Gruver: So thank you for that. Yay. All right, so tell her. Oh my gosh, of course, tell everybody where they can find you, your website, all that good stuff.

00:29:14.520 –> 00:29:22.350
carla cherry: Absolutely. So it’s cherry productions doc CO and cherry spelled just like the fruit productions is plural co

00:29:22.770 –> 00:29:31.980
carla cherry: And I do a free consultation. So if anybody’s interested they want to reach out. I’ll do a free consultation with them, see if we’re a good fit. See what they want to do in their business.

00:29:32.760 –> 00:29:47.010
carla cherry: And I can help people pivot and I also have a virtual agency. So if you need to do a complete sales funnel page where you’re selling a pivot product and you don’t want to redo your whole website Muslims terrible and you just want to do the sales page.

00:29:47.850 –> 00:30:02.970
carla cherry: That’s part of my package. So feel free to reach out to me. My phone number is 323-923-8435 and my emails cherry productions NC like North Carolina at GMAIL. COM. I have never gotten gotten rid of my own.

00:30:03.690 –> 00:30:10.590
Kathy Gruver: That’s perfect consistency and marketing. Yeah. Beautiful. Carla. I’m so happy, we’re here, Jason. Any final thoughts.

00:30:12.300 –> 00:30:29.970
Jason Mefford: No. Well, I kind of gave it. Like I said, at least for me, the big takeaway to is just, you know, having that courage and the whole idea of qualified leads you know i think so much of the time we just focus on wanting more leads, when really what we need is qualified leads

00:30:30.240 –> 00:30:35.790
Jason Mefford: So we’re not wasting our time not wasting our time and not wasting our money, you know, as well. So, yeah.

00:30:36.210 –> 00:30:44.790
Kathy Gruver: Beautiful. Excellent. This has been another phenomenal, phenomenal, phenomenal episode, I love this. I’m Kathy gruver I can be reached at Kathy Gruber calm.

00:30:45.330 –> 00:30:52.740
Jason Mefford: And I’m Jason method I can be reached at Jason method calm, so go out, figure out what’s what you’re getting stuck in your marketing.

00:30:53.370 –> 00:31:04.560
Jason Mefford: You know, hook hook up with Carla and see what you can do and go out. Make it a great week and we’ll catch you next week on a future fire and earth podcast. See ya.

00:31:05.010 –> 00:31:05.490
See ya.

Leave a comment