Grow Your Local Business Podcast: Episode Summary

Title: When You’re the First to Do Something New In Your City (And It Feels Kinda Scary)
Host: Leslie Presnall
Release Date: April 8, 2025

Leslie Presnall, a renowned local marketing expert and life coach, delves into the challenges and triumphs of pioneering new services or approaches in a local market. This episode offers invaluable strategies and mindset shifts for entrepreneurs aiming to stand out and establish themselves as the go-to choice in their cities.

1. Introduction to Being a Local Pioneer

Leslie opens the discussion by addressing the unique position of being the first to introduce something novel in a local market. She emphasizes the distinction between having a unique product or service and employing innovative marketing or operational strategies.

Leslie (00:49): "I work with my clients to uncover as many of these unique aspects as possible and then layer them into their messaging and marketing... to position them as the local go-to top choice."

2. The Pros and Cons of Innovation in Local Business

Leslie outlines the advantages of being a trailblazer, such as minimal competition and the opportunity to set industry standards. However, she doesn't shy away from the inherent challenges, including market skepticism and self-doubt.

• Pros:

  • Unique Offering: Standing out with something no one else offers locally.
  • Market Leadership: Positioning oneself as the first mover and industry leader.

• Cons:

  • Market Skepticism: Concerns about whether the community will understand or appreciate the new offering.
  • Internal Doubts: Entrepreneurs may question their decisions when immediate validation is lacking.

Leslie (03:15): "Will people want this? Will people actually pay me for this? Will people even understand this?"

3. Overcoming Doubt and Embracing the Pioneer Mindset

A significant portion of the episode focuses on transforming the negative emotions associated with being the first mover into a powerful motivator. Leslie introduces a reframe that encourages entrepreneurs to view themselves as pioneers.

Leslie (10:45): "You are a pioneer. This is what industry leaders do. They go first, they innovate, they lay the groundwork."

This mindset shift is crucial for maintaining confidence and persistence, especially when initial responses are lukewarm or negative.

4. Case Study: Innovative Pelvic Floor Therapy in South Louisiana

To illustrate her points, Leslie shares the story of a client—a pelvic floor therapist in a small bayou town—who chose not to accept insurance. This unconventional business model initially met with resistance and confusion from the community.

• Challenge: Community members were shocked by the decision to bypass insurance, a standard practice in medical services.
• Solution: Through strategic messaging, the therapist communicated the added value of her approach, such as personalized attention and extended session times.

Leslie (15:20): "She had to dig into the value... like, they got the full hour together, even though her brain wanted to offer, 'Did I do this wrong?'"

This example underscores the importance of consistent and clear communication to educate and reassure potential clients about the benefits of new offerings.

5. Defining the Industry Standard

Being the first in the market allows entrepreneurs to set benchmarks and define what success looks like in their niche. Leslie shares her personal journey of introducing mindset work into her local marketing coaching, blending both strategy and psychological support.

Leslie (22:10): "I get to define the standard. That's such a powerful thought."

By combining practical strategies with mindset coaching, Leslie positioned herself uniquely, addressing not just the "how" but also the "why" behind business growth.

6. Integrating Mindset with Business Strategy

Leslie discusses the evolution of her coaching approach. Initially focusing solely on strategies, she recognized that her clients faced mental blocks that hindered their progress. This realization led her to integrate life coaching principles into her programs.

Leslie (27:35): "They have thoughts about what they are doing, they have negative emotions, they have fear, they have imposter syndrome... stopping them from taking action."

By addressing these psychological barriers, Leslie's clients experienced significant breakthroughs, enhancing both their personal and professional lives.

7. Leslie’s Personal Insights and Evolution

Reflecting on her journey, Leslie shares how she overcame her own limiting beliefs, such as the misconception that clients only wanted strategic advice without the accompanying mindset work.

Leslie (34:50): "I had to remind myself... I get to be the person who brings in the mindset and the strategy."

This introspection highlights the importance of self-awareness and adaptability in entrepreneurial success.

8. Building Belief and Clarity in Messaging

A core takeaway from the episode is the necessity of reinforcing belief in one's unique offerings through clear and compelling messaging. Leslie emphasizes that entrepreneurs must articulate the value and benefits of their innovative approaches to gain client trust and interest.

Leslie (42:25): "You're going to get results even faster in their business. So a great thought for you... you set the standard, you become the go-to for it."

This clarity not only attracts clients but also solidifies the entrepreneur's position as a leader in their field.

9. Conclusion: Embracing Innovation and Standing Out

Leslie wraps up the episode by reiterating the importance of introducing new and unique elements to one's business. She encourages entrepreneurs to persist through initial challenges and leverage their unique strengths to establish a lasting presence in their local markets.

Leslie (50:10): "Sometimes you will just rock and roll with it and love it and feel so good about it and just start shouting it from the rooftops... But sometimes... it can also bring up some of this doubt or this fear."

Key Takeaways:

• Embrace Your Unique Offering: Identify and highlight what sets your business apart in the local market.
• Adopt a Pioneer Mindset: View challenges as opportunities to lead and define industry standards.
• Integrate Mindset with Strategy: Address both practical strategies and psychological barriers for holistic growth.
• Communicate Clearly: Ensure your messaging effectively conveys the value of your innovative approaches.
• Persist Through Doubts: Maintain confidence and resilience, understanding that initial resistance is part of the pioneering process.

Additional Resources

Leslie invites listeners to join her LocalPreneur Academy, a program designed to help small business owners become the local go-to in their industries with a steady stream of clients. For more information, visit lesleypressnel.com.

This episode serves as an essential guide for entrepreneurs eager to introduce and sustain innovative offerings in their local markets. Leslie Presnall's blend of strategic insight and mindset coaching provides a comprehensive roadmap for overcoming challenges and achieving lasting success.