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the bossbabe podcast
477: From Rejected Author to $2.5M Revenue: The Exact System That Changed Everything
00:54:45
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- [00:00]
Natalie
Welcome back to the Boss Babe podcast. So when Ashley first set out to become an author, she spent three years writing her first book, only to face rejection after rejection. But instead of giving up, she discovered a step by step system that transformed her into an international best selling author with a book option for film and TV. And from there, she built a $2.5 million coaching business, helping other writers do the same. And so in today's episode, she shares the exact framework she uses to take aspiring inspiring authors from blank page to publish book. And the simple yet powerful sales engine she built inside of Freedom Fast Track that continues to fuel her business year after year after year. You will hear how a life changing accident completely reshaped her priorities, why she believes every business has its own DNA, and how she structures her week for both creative flow and revenue growth. Whether you dream of publishing a book or building a funnel that actually works, or maybe running your business with more intention and freedom, this conversation will inspire you to turn your passion into predictable profit, which is what we love. And for those of you who want to experience the same transformation that Ashley did, you can join the wait list for Freedom Fast Track. Just head to the Show Notes to register your interest. Okay, let's get into it. Welcome to the podcast.
- [01:18]
Ashley
Thank you so much for having me.
- [01:20]
Natalie
So give me a little bit of context on your career and how you landed doing what you're doing.
- [01:25]
Ashley
Yeah, so I originally started with wanting to be an author myself. And I found that journey really challenging. I was successful with a lot of like short pieces of writing. And that's kind of how I came up, is writing short stories in school and stuff like that. But I thought to myself, I can write a book, you know, I, I know how start to finish, I'll just sit down and do it. And so I set off writing. It actually took me three years to finish this book. And I'm talking like nights and weekends and giving up all sorts of different fun things to sit and write. And at the end of that journey, I, you know, sent the book to a lot of like, people that I had made connection with in publishing. And I waited as they reviewed everything and slowly the rejections started coming in. And one by one it was like, yeah, this isn't good enough to be published. You know, go back to the drawing board type of thing. So my own, my own dream as an author, I really had to sit down with myself and go, okay, clearly there's something here that I don't know, I need to figure out from other successful authors what it Takes to do this properly and what that looks like. So I got a coach. I got a amazing coach. Her name was Deborah. And she took me through the process from start to finish. And she was very encouraging. And what I realized is actually, like anything, there's a system to writing books, and it's a step by step, you know, it's not just winging it and kind of putting words down. And I had this vision that was just like an artistic endeavor and not a process that people can follow. And you can learn this process. Anyone can learn it. So once I kind of understood that, then my next book, everything was completely different. I finished it in a matter of months. I submitted it, I got readers, you know, through Instagram, I got a publisher on board, I got option for film and television. And the book just took off. It was an international bestseller. And my life completely changed because I was like suddenly doing the thing that I had desired, but doing it successfully. And it was all because I think I. I learned that step by step and I started applying it. So it wasn't long until people started asking me if I could help them with their stuff too, and just very organically began doing that. And I realized there's a lot of people that want to do this and don't know how and where to start. And so that's where the coaching kind of began. And I eventually found my footing with building the business and starting to help people and actually get paid for it, which is nice. So that's where it all began. And everything was very organic, you know, from. From that point when you say you.
- [03:58]
Natalie
Wanted to be an author. Like, from what age and where did this come from?
- [04:02]
Ashley
This is a crazy thing with me. I remember being seven years old and writing these little books, but they were short, you know, just little, little books I'd staple together and I'd write these little stories. And I just loved it. I loved. I love storytelling so much. But I. I got very into the creative part of that and I didn't necessarily understand, okay, there's a strategy to this. Like, you can learn the success steps one by one. So it was a very, like, I was very young when I began that journey and wanting to tell stories. Yeah.
- [04:33]
Natalie
And then with your second book, what was it about? The one that ended up really succeeding?
- [04:37]
Ashley
Yeah. So it was a dystopian sci fi novel for young adults. And it was all about this future world without books. So imagining what would a world look like if books couldn't exist, if readers couldn't read and we'd Forgotten this very human part of us that books are right. Our stories are messages. And so I imagine this world, very kind of Fahrenheit 451 type thing. And I just had my own spin, my own take on it and just. Yeah, it was this whole amazing world that I just got sucked into creating.
- [05:10]
Natalie
And did you try anything else career wise? Are you like. No, this is exactly what I want to do. I'm just going all in with this.
- [05:16]
Ashley
I tried a lot of things. I. I did so many things on that journey and that, that spectrum of trying to get the book done and get it out there. I did a lot of freelancing. I tried writing, copywriting for advertising a little bit. Just. Just didn't quite gel with me. I tried the music industry for a while and doing some, you know, brand stuff for that. And I loved all of it. I just had this niggling desire that, that there was more. This feeling that I wasn't really contributing the best of me. But I didn't know what that was at the time. Like I hadn't found it yet. And that's. I think it made me feel a bit lost, you know, at certain times. Right. Like not knowing that is. Can be challenging. Yeah.
- [05:56]
Natalie
And so then what was your decision to put that second book? I guess you had a bit of a crossroads. You could really follow through on that path. I'm sure there were other books. You know, film and TV came in. There was that path or there was the path going down actually teaching this process. What was that thought process like?
- [06:11]
Ashley
I think for me, for a very long time in my life, I did not take the wheel and I did not steer things in. In the direction of my dreams intentionally. I didn't even really understand that you could do that. It took me a long time to learn that style of l thinking. So I was very much. I would let something happen and then I would sort of wait for serendipity or coincidence and then I would move. Right. And so for me, I had an opportunity to do quite a lot of book to film adaptation. So I did that for a while and I loved, I loved the book part of it. You know, reading and researching and then turning it into something for screen is so fascinating and so much fun. But then after a while I was like, yeah, again, there's that feeling, like there's more, there's a deeper purpose. So my thought process really came into play when my husband and I were. We were walking down the street in our neighborhood and this is like the saying, we're talking about with Brendan is that life either gives you a chance to change your life from within or something happens from without. So for me, it happened from without. My husband and I, we were walking in our neighborhood and a car just ran through a. A stop sign, did an, you know, a left turn. It hit both of us as we were crossing the street and we were walking. And in that situation, single moment, I think everything in me shifted. I just. It took a while to line up. But when I think when you're facing that death or. Or, you know, those mortality moments in life, you kind of realize, okay, am I living in my purpose? Am I doing what I'm here for, you know, and am I being true to what the gifts are I have? Or am I just kind of muddling through and doing things because other people think I should do it and living in that expectation? So that was my wake up call because everything changed the. That that car hit me. I. It's very ironic to say, but I'm actually really grateful that it happened. Even though it was. It kind of brought both of us to our knees in every way and shape and form, like a human can be brought back to earth. Right? And so suddenly all the films, all the nothing mattered. Nothing mattered. It was just about, who are you? What are you doing? How can you heal? How can you help other people and rebuild yourself? So we started from there, really. It was a. They call it the dark night of the soul. That. That was mine. Yeah.
- [08:29]
Natalie
Tell me more about that. So tell me like, kind of where you and your husband were before that and after that.
- [08:34]
Ashley
Before that, we were finishing up a film. We were completely burned out. We were exhausted. We were actually. We had both just recovered from pneumonia. So physically, mentally, spiritually, we were completely spent. There was nothing left. And at the time, I didn't know that. I was just. I had learned. You just keep going. You just keep pushing. So that's where we were before. We were depleted in every way a person can be. And I remember it's so crazy because the accident happened January 2, 2018, and New Year's Eve. So just a couple nights before. I remember just kind of praying and sitting there and going. I really wish things would change. I wish my life could be different. And so it's sort of be careful what you wish for. But also, sometimes that's what I needed. I needed that moment to make me wake up and realize, this isn't your path. There's something else you can do. And if you can just focus, if you can just put your efforts into one thing and not try to do a million things, just one thing that you're really good and passionate about. Maybe, maybe you'll see a difference, like all around. Right. So that's what changed.
- [09:45]
Natalie
I think a lot of people can relate to that, of doing so many different things. I know I can. And it's almost like when you're trying to find the thing that really resonates with you, you have to try everything on. But then financially, you have to say yes to a lot of things that you probably wouldn't because you've got to make ends meet. And then at one point you start to look at people that are just like, you know, people have their thing. Like, I remember for me, like, I always looked at my husband, his thing was gaming. I would constantly be like, I wish I knew my thing, what's my thing? And I was so jealous that he had this so defined. But I realized it's not necessarily because he was. I mean, maybe he's very good at it, so perhaps he's destined for it. But it started with a decision for him of, I'm going to go all in on this thing. Like, I'm just going to burn the boats here and try this. And I realized I'd never really given myself that opportunity to even go all in because it's risky.
- [10:33]
Ashley
Yeah.
- [10:34]
Natalie
So what were you risking?
- [10:36]
Ashley
Yeah, I relate to that so much. I think for women, oftentimes we feel a sense of, I should do this, I should do that. I need to support this person. And for me, that's where I had been led astray so many times is that should, you know, shooting myself to death. Like, I should do this because it's the right move. But then it's such a great wake up call. Life can give you sometimes where you really look and go, okay, no, let's redirect, like intentionally, let's redirect. So I'm grateful that it happened. And the after is so different, you know, just began, began writing again, began connecting with people that I could help. And you're right, like at first when you're starting, you have to say yes to a lot of things that, you know, as you, as you grow, it just wouldn't be part of your focus. You wouldn't be doing that anymore. But at that time, I, I said yes to pretty much anyone who needed help with their writing, their storytelling. And that's where, you know, I started to zero in and go, you know, what I really love is the authorship question of, like, how do we take A person that's never written a book like I was at that time, how do we take this person and how do we turn them into an author? And that's what my coach did for me. And so I started. I started to step into that role for other people a little unintentionally at first, and then very intentionally when I saw I can actually make a big difference to them. I can show them the path like I was shown the path, and I think I can refine some of it to make it even faster and easier for them. And so as soon as I realize that, that's that fun part where, you know, the rubber meets the road and you're like, I can transform people's lives, like the way you do with business owners, like with, with female entrepreneurs, like, I can make a difference. I can show them what works and break it down, make it bit more straightforward. And that to me is, that's everything because now you're changing people's lives. And that feels so good. That feels so rewarding. So that's kind of the after effect of the whole. The whole journey. Yeah.
- [12:32]
Natalie
So this was in 2018. Where's your business gotten to now?
- [12:36]
Ashley
So the business is bigger than I ever envisioned it would be. It's such a nice feeling, you know? And I started in 2019, really intentionally, and began building, building, building. And now we've just crossed over 2.5 million in revenue, which is pretty great. And we're a small team. It's like, there's me. We've got a few team members, and obviously FFT has been a big part of that. Learning funnels, learning the sales engine, which is, it's really important. Like, it's so important to know how to make money. And this is a big question for things, for a lot of women is like, you want to know how to fish, you want to feel confident. I can go out. I know I can make money. I have a sales engine that works. And so many people just, I feel like they don't. They don't have that. They feel lost, you know, with that question.
- [13:24]
Natalie
Yeah, I mean, I think it's tough because none of us really get into business because we're excited about making sales. Like, yeah, we want to make the money, we want the revenue. But like, if you get into business, you're getting into business because you love writing and you want to teach people how to write books. You're not like, let me learn marketing. Let me learn how to do all of that, because it pulls you away from the thing you actually like doing. So it's such an interesting balance because I think every business owner has to learn it. I think it's impossible to hire that kind of thing out until you've got some kind of system playbook running for you. But I think that's what trips a lot of business owners up, because a lot of them are creatives and they come in and like, wait, I don't want to do the sales part. I want to do the writing part or the coaching part.
- [14:04]
Ashley
Yeah, that is almost verbatim what I said to my husband. I said, okay, I'm going to set up this business la writing coach, and I'm going to coach people to write books. And it's going to be cool, though, because I'm going to do all this coaching. I'm never going to sell. I'm never going to sell anything. And he was like, ash, he's very quiet. Like, he does it often express. And so I was like, I'm never gonna sell anything. So it's gonna be amazing. I'm definitely not gonna sell on the phone or I'm not gonna sell in person either. And then, you know, a few months ago, like, I guess I gotta pick up the phone and start selling. That's, you know, we gotta start doing this. Like, we have to start actually engaging in the. The sales and marketing, you know, and so it's remarkable how that happens. Things change.
- [14:47]
Natalie
And how have you found it coming into that part of the business when it's not your core skill set? Because you are one of the perfect examples of a business owner who got into a creative business not because they wanted to learn marketing, but then realize. And here's the thing, it's like, if I actually want to do the thing I love, I have to learn how to market it. Otherwise I'm doing this thing for free and I have to go get another job. So I do this thing in my spare time. Like, it doesn't work like that.
- [15:15]
Ashley
Yeah, it is definitely a steep climb in terms of learning the skills that are outside your comfort zone. But you need to do it. Otherwise you're. You're stuck in this trap of, I want to do my passion, but I got to go make money over here. And so for me, I started when I realized that I was like, okay, let's get all the courses. Let's do all the. The funnel courses and the Facebook ads and learn all that stuff, which is really hard for my brain. My brain does not like that you. I think for most people, honestly, I. I think so. And but you have to, at some point, you have to make it a priority and you have to figure out, I think from my experience how to do it in a way that works for you, you know, and not try to do it like another person does it. And I think for me, like, this is why FFT just made such a mark on me because I remember like the second or third module I turned my husband. I love how she teaches Funnel.
- [16:08]
Natalie
Oh, I love that.
- [16:09]
Ashley
Yeah. Because it was so simple and I could wrap my brain around it. My crazy storyteller, creative brain. I was like, I, I get it. And I've taken, I've taken a lot of courses like on that. And so to have it be so simple gave me permission that I could actually, I could do my thing. I could do it and plug it in to this, this system that you were presenting. And it's like, it doesn't have to be over complicated, doesn't have to be painful. And all this, like, we can simplify everything. And it just broke it down for me in a way that I hadn't had it explained before, which is a huge unblock. Right. Or unlock right now, suddenly. Okay, I got it. Like now I can really, if you understand what the sales engine is and how you can build one, like permission to just skyrocket everything.
- [16:55]
Natalie
I like what you said too about everyone has to learn to do it in a way that works for them. Because at the end of the day, you know, you cannot, you won't have the energy to do something day in, day out that feels so misaligned with you. So how has it looked for you implementing, well, successful marketing into your business model and a way that works for you.
- [17:14]
Ashley
So I think the first thing I figured out is that my business has its own unique DNA and I can admire other businesses all day long, but if I try to model my activities based off of another business, it's not going to be a like for like it's apples and oranges. And I think I wish a lot of women knew this. A lot of women business owners. Like, your business is a life form. It's got its own DNA because you are your own person and unique, you know, so. But that said, you still need to. There are things across all businesses that if you can just learn that you're going to be in such a greater position. Right. So for me, how it's looked as I've done a lot of learning, I've done a lot of courses and coaching, but I think what I've discovered is if I can Just stay true to how I would implement something in my voice, my style, and lean into that. Then I just feel so much better showing up and things flow better and I. I have better clients. And it's fun. It's not a fight, you know, and it's. Business feels joyful. And it's like, wow. I was, you know, sharing with. With someone. We just had the biggest. And this is, of course, post fft, but we just had the biggest march ever. And it was so easy, you know, it was so easy. And in the past it's been like, my gosh, how are we going to get to this revenue goal? And now it's more like, that's the goal. Okay, let's go crush it. And.
- [18:35]
Natalie
And you have a roadmap. I think that's the thing. And I want to get into your sales engine. Someone was just. Just what everyone's looks like. But I think, I think that's the thing, right? You can set a revenue goal, but if you have no kind of playbook or engine for getting there, you're like, that's just a number. And I'm kind of like hoping that we get there versus. Is that number based on grounded data? Is that based on evidence? Is it based on a method?
- [18:57]
Ashley
Yeah, exactly. And that's. That's another piece I'm learning too, because when you deal with words all the time, it can be easy to stay in the land of story and language and like, what's the story? But what I've tried to do is ask myself, what is the story the numbers are telling me? And if I can listen to that. Oh, okay. So the data is telling a story. Whoa, that's magic. Now you really understand the unique DNA of your business. You can feed it what it needs. You can, like, show up in the way that's going to help it grow instead of fighting against it. Right. And I think for a long time I was doing that because I didn't understand my business well enough to know what it needed and to feed it the right components. So you're trying everything. You're just like, you know, whatever you can do and experiment with. Right. Kind of like a mad scientist. But that's.
- [19:44]
Natalie
No, exactly like that.
- [19:46]
Ashley
Yeah. And then you kind of feel a little bit again that feeling of disconnection of what's my thing and what do my people need and come back to that core thing. So that's helped a lot. And I try to share this with my authors too. Like, in the same way your book is its own DNA, you are Your own DNA. Right. And your business is. And they all need, they all need to be authentic to who you are. If you try to be someone else, it just, it's not going to work.
- [20:12]
Natalie
So tell me, what does your sales engine look like in your business?
- [20:16]
Ashley
My sales engine is, it's a combination as anyone is, but it starts with very organic. So my, my warm network, my referrals, my followers, Instagram, people from my author days, you know, the fiction, the original author days, they are there and they need to be nurtured. So we start with, we start with content, as always, start with content. And that's the, that's the core of it. That's, you know, the ideal client. And then it's bringing them into a strong conversion event, which I really saw with fft. It's like if you structure this right, those people are going to move into a position of being ready to engage in the next step.
- [20:53]
Natalie
Yeah.
- [20:53]
Ashley
So what we tend to do is I like to develop relationships with that network as much as I can. Provide them content, provide them value, whether that's my newsletter or it's Instagram or it's a free, you know, value based event. But then we invite them into a conversion event. So what I do now is I have a. And it converts so well. It's really fun. It's a five day master or five day bootcamp.
- [21:18]
Natalie
Oh, I love that. Okay.
- [21:19]
Ashley
Yeah. So for five days they learn how to get their book done, what are the components they need, how to think about it. It's sort of a crash course. So we bring Everybody into that five day get your book done bootcamp. We have VIPs that join and then at the end, I offer them the chance, the opportunity to enroll into Book Accelerator, my coaching program. And from there we take them, you know, hold their hand through the process like my coach did for me. So it's a very smooth, you know, you have this network, this audience, and when they know and they like you, they trust you, you give them an opportunity. Come to this free thing, you're going to learn so much. That's the core engine. We just make sure that as many people as possible get to that event and get value from that event. That's the core thing we're doing right now. And, and of course, promoting the book, sharing the book is another part of that. But you still need a conversion event. You still need an opportunity for people to engage live with you. I think that's really important.
- [22:15]
Natalie
And so when you were thinking about putting on a five day bootcamp, I love the way it's structured because I feel like you're not getting people that are wasting your time. Like, they're coming in because they want to get a book done. They're already serious. What was your process, thinking through that? Was it, Let me just give as much value as I can, and then I'll sell them at the end. Like, how did you think through it?
- [22:33]
Ashley
Well, I. I'd been to a lot of great events, sense where you're moved emotionally, psychologically, and they get you taking action. So I think modeling after what I saw working. Right. Success leaves clues. You always say this. And so modeling after that and then thinking about, okay, what would it look like step by step to get someone ready to write? What are the core things they need to put in place? And let's just teach that and let's be really focused. I think I'm probably guilty of over teaching, but I do it for a purpose because I want someone to come to that event. Whether they sign up or not. They walk away going, wow, I get it. I like, I get the path now.
- [23:12]
Natalie
Yeah. And do you teach it in a way where at the end of the five days, they either leave and they're like, okay, I get the path. I could go figure it out alone, or I get the path and then the cell is basically this done with you.
- [23:24]
Ashley
That's it. Right, Exactly. Yeah. And lots of people do go off on their own and.
- [23:28]
Natalie
Yeah.
- [23:29]
Ashley
And that's cool. That's. That's fine. But there is a person who is like, no, let me do it. Right. Let me do it with a coach. Let me just get into that cohort.
- [23:38]
Natalie
Yeah.
- [23:38]
Ashley
And I'm that person. I'm like, yeah, I can go figure out a funnel on my own, but I don't want to.
- [23:44]
Natalie
Right.
- [23:44]
Ashley
That sounds like no fun. So I'm not doing that. I'm going to go to the person that knows it and that I admire, and I'm going to get in her sphere. Right. So I'm that person. And that's the. That's the way I try to structure it for people, is give them that door. Right. Open that door for them and think, yes, you can go do it. I'm going to give you everything. I'm not going to gatekeep and hold all this back, but it's like, if you want to do it with us, yeah, it's going to be great. Like, it'll be more fun. And I feel like it does produce a better book when you do it in collaboration.
- [24:15]
Natalie
What have you Found in terms of. I know you were talking about content in your audience. What have you found in terms of getting signups for your conversion event to be the most powerful thing you can do?
- [24:25]
Ashley
Oh, gosh, what a great question. For me, the book is something that you could keep putting off and keep putting off and keep putting off. And so many people do, I want to write a book someday. I want to write a book one day. And you're like, yeah, start today, like now. So it's that I have to try to give them a reason to start today.
- [24:43]
Natalie
That's tough.
- [24:44]
Ashley
It's so tough because it's like it's a long term project and it's a pipe dream for a lot of people. One day I'd love to. And it's like, all right, but you only have now, you only have today. So making it immediate and making the benefits tangible. Ooh, that's the lift right there. That's everything.
- [25:01]
Natalie
And are you finding the leads come more from Instagram or ads? Like, how are you getting most of your leads in?
- [25:07]
Ashley
Instagram is amazing. I love Instagram. I just love, love that platform. It's been great and I think you know why I enjoyed your stuff so much to your courses and content. So there's that ads have been helpful, but you have to really, I think, understand how to use them to complement what you're doing. So we have done well with ads also. But honestly, the cold traffic from ads has never replaced the warm traffic of people.
- [25:36]
Natalie
It's hard to do that.
- [25:37]
Ashley
Ye, yeah. So the email list, building that email list is. And nurturing them and giving them great stuff and opportunities that plus Instagram, plus the word of mouth which, you know, being part of groups and, and being part, you know, other opportunities and saying, hey, we're doing this thing, you know, and letting people come in that way is nice too.
- [25:57]
Natalie
Yeah. I think what you're saying I've really saw as well, social media is really great for getting people on your email list and your email list is really great for getting people into your conversion event. And I think when you can break it all down, understand that process, you're not guessing anymore. It's like, okay, my purpose for creating content on the front end is to get people onto my list. Then I'm going to nurture them, I'm going to pour tons of value into them and then I'm going to invite them periodically into a conversion event. And then all of a sudden your business has a level of predictability to it. And I think that's really powerful.
- [26:26]
Ashley
Yeah. It's a game changer because when you start, it's all, oh, can I do this? Can I achieve the goal? And you got the pressure financially, often as many women do, and you're trying to prove to yourself that this is viable. And my thing, my can work. So that's where it's like. And I've said this to, you know, other women just starting out, it's like, as soon as you can build that engine right, if you understand those levers that you can pull, it gives you such power and control. And I'm kind of, I. I'm the, you know, type A, like, if I can get a little more control, please, I will take it. Because it can be scary to otherwise go. I have no idea what I'm gonna do that's gonna make this work. It's actually really straightforward if you're willing to invest, invest, you know, in yourself and in your business to learn it, I think.
- [27:12]
Natalie
Did you have a funnel before fft or was that the first time you built one?
- [27:15]
Ashley
I've had many funnels.
- [27:16]
Natalie
Okay.
- [27:17]
Ashley
But I've had many funnels, but I don't think I understood how they functioned as well. So it always felt in my mind a little chaotic. Like there's this thing and there's that thing and there's this type of funnel. And technically it can get very overwhelming.
- [27:31]
Natalie
So overwhelming.
- [27:32]
Ashley
So seriously, like, I'd sit down like 50 funnels. I don't know, like, pick one.
- [27:37]
Natalie
And then it's hard to know where your sales are coming from at that point, which I know a lot of business owners go through. And I did too, because you kind of just have to try a bunch of things to find out what works. But then you're like, well, I don't know where my sales come from, so I guess I need to keep doing everything. And then you get really stretched.
- [27:52]
Ashley
Yeah, that's the recipe for burnout is I don't know where my sales are coming from. So let me just do everything and cover all my bases. Because I think a lot of, of high achieving women are like, let me just cover it all. I can do it all. I can do 12 different things. And then you're like, oh, no, this, this doesn't feel fun anymore. And so it's like, what's the point of doing a business that doesn't feel fun and you don't feel like you're living the life because then it starts impacting your life as well. So this to me, again, like, I think your messaging is brilliant. Freedom based business. Yes. That's what everyone wants.
- [28:24]
Natalie
That's why we all got into this in the first place. But then you get into it and you realize, wait, I have anything but freedom because I'm just like, like you say, I'm covering all my bases. All.
- [28:32]
Ashley
Yeah, I don't have freedom. I have a job now.
- [28:34]
Natalie
Yeah, I have a job. I don't like my boss. So what kind of results financially did you see from the funnel through implementing a funnel?
- [28:42]
Ashley
So FFT wise, we did 10K and it's an eight week program, so.
- [28:47]
Natalie
So good.
- [28:47]
Ashley
I went in, I went in though, Natalie. I was like, listen, I'm doing this, I'm signing up and I'm gonna do the thing. I'm gonna actually. Because a lot of the funnels before you'll hire someone, do the funnel, do.
- [28:58]
Natalie
A funnel, all things.
- [28:59]
Ashley
Yeah. But I've been there. It's like, if you commit to doing it, which can be hard but worthwhile, you're gonna see, I think, better results because you're the one pushing the buttons always. Yeah. So for me, that's what happened. And I saw, you know, $10,000 right away, I'm like, oh, okay. Oh, it works. That's pretty good. We'll just keep doing that. And the cool thing is people would say, I love, I love that your funnel looks amazing, or your PDF was so helpful. And I'm like, like, oh, wow, great.
- [29:29]
Natalie
Yeah. I think that's also something I really want people to understand is your marketing can and should feel like a value add for people. Like, I love when people go through my webinars and then at the end they're like, thank you, I learned so much. Like, they're not going to buy and that's, that's fine. But they leave with a really good feeling of they learn something and they're grateful for it. And it's like, oh, well, I'm really grateful because I just had the opportunity to pitch and like a bunch of people did join me. And then the people who didn't are also really grateful that they learned something. And I think, think that's the difference. Like, marketing doesn't need to be this bro marketing that we've seen where it's like these sales centers and like, it's so intense and, you know, door to door. And it doesn't have to feel like that. It can feel like, you know what, like every time we're in a launch and we get on webinars, like, me and my whole team are like, what an amazing opportunity that we get to go and impact so many people's lives today, whether or not they join us. I know that's what we do and that's what your marketing can be. But like you said, and a lot of people don't want to hear this, but it often requires you to be the one pressing buttons and it does require you to be the one putting things together because you're the one with the knowledge, you're the one with the stories. And your team can be really awesome at helping you thread it all together and getting it out there and packaging it up. But if you don't put your work into it, I think it shows it chosen the way people feel about it, but it's chosen the results.
- [30:49]
Ashley
I so agree. And I think a lot of, a lot of what's out there is almost like making you feel. Well, at least it did for me. And I want to speak for other people, but for me it made me feel like if I am the one pushing the button, somehow I've done something wrong because I didn't delegate.
- [31:03]
Natalie
Can we talk about what the heck is that?
- [31:07]
Ashley
I don't know.
- [31:08]
Natalie
As if like you running your business means that you've done something wrong. I find that really interesting too. I'm like, I create my own social posts. That makes me a bad business owner. It's like, no, but that's the thing. A lot of us get into business because we are good at one thing and if the business takes off because of that thing, why should we have to give it up just because some guru on the Internet said, oh, you need to delegate that. It's like, like said who?
- [31:29]
Ashley
Yeah, you should be delegating that task cuz it's not paying you enough. And it's like, well, hold on a second, let's step back. So there's a lot of that messaging, I think shame based, you know, a lot of that. Yeah, it's too much and you have a reel of you pushing the button on a launch. I think it was for CEO Mama.
- [31:48]
Natalie
Yeah.
- [31:48]
Ashley
And I love that because it's like, yes, I've sat down, I've put the content, I've done everything and now I'm going to make it live. Like great, great.
- [31:56]
Natalie
It's like, why is that a bad thing? It's so interesting to me.
- [31:59]
Ashley
That's, I think part of what makes you successful, you know, and it's the same for me is I am very involved in so many aspects of my business and for a while I felt a lot of guilt about that. Like I Gotta pull myself out of my business. It's like, no, I don't. Because that's what the DNA calls for. It needs me. And that's great. I want to be needed. Yeah. But it's also. So I want to put my spin on it because that's what made it successful. It's what makes my author successful. That's the juice right there. So let's do it.
- [32:30]
Natalie
Yeah. You're obviously in town for a Brendan Burchard event. And that's one thing Brendan says a lot, which you've probably heard. He's like, I press my own buttons. I write my emails and I press the buttons because then I get to actually make sure it's working and I have control over it. And like, it doesn't always mean that it's the most streamlined, optimized process, but it means it's effective and you can delegate other things. Stuff. But why not focus on the stuff you're actually good at?
- [32:54]
Ashley
Oh, yeah. No one's going to care about your business, baby, at the level you are, you know. And yes, you can have amazing team. Like, your team is incredible. But at the end of the day, there needs to be someone, I think, that leads the way and that says, this is how we're going to do it. I am going to. I'm right there with you pushing buttons, you know, so now that I'm really seeing that and learning that, I'm like embracing my button pushing and not. Not trying feel any which way about it, because it is an asset.
- [33:25]
Natalie
100. So how right now do you structure your time as a business owner? Because obviously, yes, the marketing and the sales engine is important, but it's only one part of your business. I mean, your core work is the work that you do. So how are you splitting your time in doing that?
- [33:41]
Ashley
Yeah, so I spend Mondays and Tuesdays. Those are my in the business days. And I'm like, with clients. I am on the zoom calls. I'm with the team. We've. We have our meetings and on. On Mondays. And I am very, very kind of entrenched in that. And I like that. I like starting the week kind of with people and in that space, you know, but then Wednesday and Thursday, I need to take a step back. I'm very much like, very extroverted those days. Wednesday, Thursday, I'm much more, okay, let me now internalize and think about the projects, the battle board, the vision, you know, what's the big picture? And it's. They're much more like CEO days for me. Me I didn't always structure it this way, but it helps to compartmentalize how I learned this was. I mean, of course, many great people to learn this from. But Michelle Obama, she had a. She had an interview, an article, and it was about her up days and her down days. So Mondays and Tuesdays are my updates. I'm, you know, I do the makeup, I do the hair, I do the thing and I'm on. And then Wednesdays and Thursdays, I don't spend time on that. I spend time on the internal parts of the business. Right. So that's a little bit easier than Fridays is. Fridays are like a catch all. It could be family, it could be appointments, it could be leftover stuff that I'm getting done for the weekend. So it's kind of like this catch all day of what do we need to get done and what needs to happen. But I said this as well to a friend. I was like, you know, it's really weird how offices, like, they don't really account for, you know, people that work. Right, right. It's like nine to five and then they close and you're like, wait, like, so how do I. Okay, I'm just like, you know, so, so Fridays, that's, you know, doctor's appointments, dentist, you know, and they're always inconvenient times, but it's got to get done.
- [35:31]
Natalie
I think it is really important to have days where you're in and you're on and then days where you push back and you have space to think. I often find with myself, like, to get an idea that comes to me in a minute, I need like three or six hours of thinking about it. And then I'm like, oh, I've got it. But you need to need that space and time to think about it. Then you can go execute on it.
- [35:50]
Ashley
Yeah. I'm a big internalizer. I like to get my journal in, of course. You know, sit and write out, write notes, write, write free writes or just anything. I like to. I have to hand write it in order for my brain to understand what it's doing. So I do that as much as I can. And then I, then I have at least a feeling of, okay, there's the plan, there's. There's the vision, there's the goal, that's the. And I, I just, I do that, you know, during the week. And it really helps me feel like I'm taking the stuff that's in my brain and I'm putting it somewhere.
- [36:23]
Natalie
Yeah. Going back to the beginning of the conversation when you were talking about wanting to get into your business with intentionality and do something that you actually love being in it. Now how do you think about it intentionally? Do you think about, I really want a business of X size with X amount of team members where I work X amount of times a week and, and that's it. Like you have a cap on that or you want to kind of take it to the moon? Like, how do you intentionally think about the way you want to run your business?
- [36:48]
Ashley
I think now. Well, as a mom, I think a lot differently than I did before. It was kind of pedal to the metal. How much can I do? How, you know, far can I go with it? Now I'm more like, how much time can I spend with my daughter where I'm present? And I'm not thinking about it and it's just going. Right. The sales engine is all this. It's going still. And not just the sales engine, but also the client delivery engine, which is another. There's all, you know, know that as well. So I think about it now differently and I think about prioritizing my, I guess my, my weekly experience. Like, I want time with her and I want that freedom and those patches of time where I'm not focused on the business at all. And it's there and it's part of what's taking over. But I can kind of disconnect for a bit, you know. So what I'm prioritizing now is how I want to feel in the business and how I want to feel day to day and creating a clear picture of that. I know what want as well, and I think that's important.
- [37:46]
Natalie
What is that?
- [37:47]
Ashley
I mean, I don't, I don't want five up six updates a week. I don't want to travel constantly and never feel a sense of being home. I am a big homebody. Right. And I also don't want to burn out. I've done that before. I have many awards for burning out and they're. They like, they're, they suck, you know, like, I don't want any more of those. Like, it's not fun. So for me, being able to, to feel a sense of presence with my family, that's a big thing that time freedom, you know, what's that quote? Time spent in good health with.
- [38:19]
Natalie
Yeah, the highest form of wealth is freedom of time in good health. I really believe that. Yeah, especially when you've got kids. I think it just gives you a different lens to look at. I mean, I could work so much more before I had Kids. And then when you do, you're like, oh, well, for a lot of people, you, you reprioritize in a different way and it doesn't mean as much as it previously did. For some it does, but for others it doesn't. Doesn't.
- [38:39]
Ashley
Right.
- [38:39]
Natalie
And I think that's interesting. You have a daughter that's nine months, you're in the thick of it really. You're a first time mum. I'm so curious how you're finding the motherhood journey as an ambitious entrepreneur.
- [38:51]
Ashley
Oh, the motherhood journey is wild. It's like. And I think being the entrepreneur as well, there's so many similarities. For me, at least in the two of. Before I had my daughter, my business was my baby. And I was so protective and so. Oh, right. And then you have to, at certain point, which is where I am now, learn to let it breathe and kind of do its own thing a little bit. So now as a mom, I think I'm still in that, you know, protective, but I'm learning, I'm learning to, I have to. She's learning to walk, so I have to kind of step back and go, all right, you're gonna fall, you're gonna bump, you're gonna hit your head a few times. Mommy's gonna be okay. Like I can. So I've had to learn like we're gonna downregulate when baby's trying to walk. So. So it's. There's so many parallels, but I think the biggest thing is prioritizing your mental health and your own wellness. In that is everything. Because you can get really lost in the business just like you can in motherhood. I think anyway, 100%.
- [39:50]
Natalie
How. So how are you doing that?
- [39:52]
Ashley
So a lot of help. A lot of help. And I think what there's. There's a couple of things I've figured out is like one, I, I have to have help. I have to have people that are relia. Not just help is such a generic thing. But for example, we, we had a, we had a house cleaner. Like this is a big deal because I'm a clean freak and I will like do everything myself and I will clean before they come and I will clean after they leave. And so it's like, how about we just get someone that is willing to do what you ask and that will kind of be there and go the extra mile. So that was a huge thing. Is like getting people that have the level of willingness that you need. That's a game changer in business. And I think personally, because you can have help, but if they're not helping you in the way you need to.
- [40:38]
Natalie
Be helped, then it doesn't really lessen your mental lord either if you're thinking about it and stewing on it.
- [40:44]
Ashley
Oh yeah, And I'm obsessing. Like, maybe I should just put post it notes where she missed the dust. Just like leave them. Right. And just like get obsessive with it. Or, you know, maybe I should just create another checklist for her. It's like, or maybe you just need someone that is willing to do that, that and to be excellent. It's not necessarily easy to find, but I'm starting to think in my own, in my own way, like, I deserve that. I deserve that level of help and it's gonna propel me forward and, and it's gonna make everyone's life better, you know?
- [41:18]
Natalie
Right. And how have you been able to structure your working hours with parenting and figuring all that out? Because I remember, gosh, when I was in the nine month mark, I mean, I think I was still figuring it out. How much childcare feels good? Like what? How much work feels good? I think those good questions, and I love to ask these specifics because I think there's a lot of women listening that maybe don't have the village they can turn to and say, well, how much child care do you have and how did you figure that out? And what does that look like?
- [41:44]
Ashley
Yeah, those are such good questions. And I'm always in flux. I'm always trying to figure out, okay, like, I've got two updates, you know, but after that second, that Tuesday, I'm. I miss my daughter. Yeah. I'm like, oh, no. So that's my life limit.
- [42:00]
Natalie
Yeah.
- [42:00]
Ashley
And I just go by what feels good. And I'm also this. Well, I'm an Aquarius. I don't know how much this has to do with it, but like, if, if there's something that doesn't feel good, I am much better now about stopping it. So, for example, too much childcare, too many working hours. I'm like, nope, that's too much. We have to set a boundary.
- [42:19]
Natalie
So what's your split right now? What's feeling good right now?
- [42:22]
Ashley
I think two days a week and then Wednesday, Thursday, it's me and my husband. And so it feels better because I can dip in and be with her during the day. Yes. I can do one or two hours and then I can be with her. And so that for me is so important. But yeah, nine months is tough because she kind of wants me all the time.
- [42:40]
Natalie
So it's tough. And I think it's one of those things, too, that I. I do think we have to give ourselves permission to be fluid with. Just because a version of you agreed to 2 days 6 months ago doesn't mean that's what the version of you six months from now once. And I being pregnant with my second. It's also so interesting going in with that perspective. I think as Noemi's gotten older, my confidence has grown a lot in being willing to say what works for me, what doesn't, and being unapologetic about changing my mind. And I think as mothers, we have to talk about that more because we don't always have blueprints of what it looks like, and we're really figuring it out as we go. And I think that's why conversations like these are important. Important. But I think you do have to get to. You have to get to a comfort level of being, okay, changing your own mind and asserting that.
- [43:27]
Ashley
Absolutely. And not everyone is going to be the same.
- [43:30]
Natalie
No.
- [43:30]
Ashley
So if we've played the comparison game of, oh, she's doing that, or she has this and that say, okay, that's. That's amazing. That works for her. What do you need? That word you use, unapologetic about your needs, I think is so important because that wasn't me. Like, I. I was. Was like, oh, so I'm so sorry, but can you. I'm so sorry. How many times are we going to apologize to the world? Like, no, like, I need this and this. This is going to make me happier, which I'm really starting to understand now, is that makes her happier. If I want a happy child, like, I have to prioritize what makes me happy, you know?
- [44:06]
Natalie
Yeah. I love that. And so talk to me about your book, too.
- [44:09]
Ashley
Yeah. So my book is the. Should I hold it up? Up? My book is the Author's Success Code and nine secrets to write and publish a book that will change your life. And honestly, I am so proud of this book. You know, I poured all of my coaching experience into it and everything that I've learned about writing and publishing books and really specifically turning people into authors. What is it? What are the mindset shifts we need? What are the tools? Tools we need, the strategy and all the things that I've seen work for people, I've just poured it into this book. And when I originally wrote it, I will say I'm an overwriter. There were 17 secrets. And my editor was like, that's kind of a lot like do we. Can we get, like, under 10? And I was like, I think we can. You know, so there may be a book, too, of, like, the others that didn't make it in. But, you know, it's true. People just need a certain set of skills to start, start. And I think that's so important. If we can just get that first draft done, you know, that milestone is everything. And then beyond that, the rest of it becomes a lot easier. People don't quite understand that, you know, when they start. I think many people associate a book with an editor. And I try to tell my clients, I'm like, well, an editor is not going to edit a blank page. They got nothing to work with. You've got to do the work for yourself first, get that story down, your message down. Then the editor can happen. So that's a large part of what I do, is help them with that lift of figuring out where to start, what to say, who the book is for, you know, and dialing in the branding of the book, why is it going to matter? And many, many people have existing branding they're working with, so they're kind of like, how do I fit this into my thing? And it's like, well, we're not going to fit it in. We're going to elevate your thing. Right. We're going to look at this book that you're creating. It's your next level, it's your next business, it's your next reinvention. So that's kind of how. How I approach it. But I'm so proud of it. And I asked many of my authors, would you write a success story? So there's 22 of them in there. And I just. I just open it and read them.
- [46:15]
Natalie
Like, oh, this is amazing.
- [46:16]
Ashley
It feels so good.
- [46:17]
Natalie
I must feel really good to have something like this out, which feels like, you know what? This is my work. This is what I do.
- [46:23]
Ashley
Yeah.
- [46:23]
Natalie
And I also love that because being in the process myself, I think the hardest part is staring at the blank page. But when you can almost break the back of it and get the structure put together, it starts to fill itself in. And then the editing and taking it from there and tweaking it becomes easy. But a lot of people are put off by the blank page, and I think that's really tricky to overcome.
- [46:44]
Ashley
Oh, it's the hardest thing is that where to start. And I think it's actually, for me, what I find is the expert, the person that's been doing their thing for a while, they've got A lot to say. A lot of stored up knowledge. They're achievers, they're highly successful. They typically are. Like, how do I take all that and put it into 200 pages? It's like, we can do it. There's also the book isn't going to be the whole thing. It's a starting point. Right. So that structure you mentioned is everything.
- [47:11]
Natalie
I love that. So where can everyone find your book, your funnels? You like give us everything. If someone wants to jump into this book or working with you or they want to go look at your sales engine and see how that's running.
- [47:22]
Ashley
Yeah. So my website is writing coach LA.com and they can go there and you can grab the book on Amazon or Barnes and Noble, any retailer, please leave a review if you read it.
- [47:34]
Natalie
And which makes the world of difference.
- [47:36]
Ashley
It really people don't understand how important reviews are for podcasts for authors. Like it is so important. And so yeah, they can go there, they can grab it. My Instagram is at shleymrites and so that's where I try to share as many valuable tips. But also kind of the mindset piece too. Let people know you can actually do this if you set your mind to it. So it's possible. It doesn't have to be a pipe dream forever.
- [48:01]
Natalie
I love that. Well, thank you so much for, for being part of this, for being part of FFT and just ending. What would you say to someone who is on the fence about maybe joining fft, but even if they're just on the fence about should I even build a funnel? Like, should I dive into something like this so it doesn't have to be about the program but more about, you know, the process of doing that. Like what would you say to that person?
- [48:22]
Ashley
I would say you need a playbook, right. For six success. And successful people are successful because they figured out the playbook. Someone either gave it to them and they added to the playbook. And so if you find a successful person like yourself, very successfully built, amazing brand with Boss Babe and your programs like CEO Mama and Freedom, Fast Track and the Society which I'm in, all of them and love it. But it's like follow that person, seek out that mentor. And when you feel a connection and alignment with what they they teach, go all into that. Learn everything you can implement shamelessly. Have no, you know, embarrassment about where you are. Don't feel like you got to put on airs or be somewhere you're not. Just do it. Just do it. And that's what I did with fft I was like, I'm really bad at funnels. I was like, but I'm going to go in, I'm going to build my best darn funnel that I can, and I'm going to go to all the calls, you know, even if I'm. No makeup, breastfeeding, whatever, and I'm there and I'm doing it and look, you know, and it's the best feeling to have a funnel that is working. It's also the best feeling, I think, to learn from somebody who cares about their thing so much the way that you do. And so, yeah, that's why I'm into boss babe for life. So I love that.
- [49:35]
Natalie
And I also think, you know, it's not easy to show up to every call. It's not easy to complete all the modules. There's so many times where you're like, I can't do this. I do courses myself all the time, and I get halfway through and I'm like, oh, there's more. Like, it's really tough to do that. And it always shows. Like, we can look at the people with the best results. I mean, because we use kajabi, we can go back and we can see, like, how much of the modules they've done, how much work they've done, and it's. It always correlates. But it's hard. It's like you join a course and 80 of it is the mindset to take you through it.
- [50:08]
Ashley
That's right. And I think that that mindset going in have that intention. And I remember that day, I was like, okay, I'm signing up, but I'm signing up with an intention. I. I'm not just buying a thing because I can buy a lot of stuff. And we're all guilty of buying a lot of stuff. But it's like, do it with the intention of, what do you want out of this? What do you want at the end of this process? And I think you even lead us through the vision and the exercise of what is your goal? Where are you going? And really, like, dial that in. Why do you want this? It's called freedom. Fast track for a reason. So fast track freedom. All of us want to earn more and work less and be valued for what we do in the world. Okay, great, great. So see that and go in with that intention. That's. That's the key, I think.
- [50:49]
Natalie
I love that so much. I mean, it's so freaking true, and it's hard, but I think. I think that's the one thing, you know, fast track it's an investment. It's not one of those things that you just want to put on your credit card and never look at. It's like that is not a smart move. It's one of those things where I think you have to make the decision I'm either going to do it and I'm going to really do it or it's not worth it at all because it's a lot of money.
- [51:08]
Ashley
It is. And it also, if you focus, it's going to pay for itself.
- [51:13]
Natalie
Yeah.
- [51:13]
Ashley
And that was me, my, that first sales, like, oh dang.
- [51:17]
Natalie
Ok, it works.
- [51:18]
Ashley
I just got to learn this for free now. But this is the thing, the investment side of it. I really believe women need to invest. I think personally your programs are so fairly reasonably amazingly priced. I mean just all the stuff, everyone knows what's out there. I don't need to name any names like, right. But like the value of what you teach and what you give people, people, it's next level. Like it's crazy. So if you go in with that intention, you make the investment and you know, focus and you will get your investment back. Like I really see this with people. When you pay, you pay attention. That saying you do, really do.
- [51:54]
Natalie
I know, it works for me too.
- [51:56]
Ashley
It does. And it's, it's, it's. Sometimes you need to make those financial leaps. I would not be sitting here had I not done that again and again and again and push myself to make those uncomfortable investments. Investments. But you're not going to grow if you don't stretch. And part of it sometimes is a financial stretch that feels scary. But then it's like, okay baby, go make the money back then. Don't be so scared. Just go get the funnel going. Make it back. No biggie, no biggie. You can do it. You know, I love that.
- [52:22]
Natalie
Well, thank you for sharing that and thank you for being here.
- [52:24]
Ashley
Thank you so much for having me. It's such a joy and such an honor and yeah, I, I love everything you've created and that you stand for and it's just, it's a great honor. So thank you.
- [52:39]
Natalie
Wait, wait, wait. Before you go, I would love to send you my 7 figure CEO operating system completely free as a gift. All you've got to do is leave us a review on this podcast because it really supports the growth of this show. This is my digital masterclass where I'll show you what my freedom based daily, weekly and monthly schedule looks like as an eight figure CEO, CEO mama and high performer. And I'll walk you through, step by step, how to create this for yourself. It includes a full video training from me and a plug and play spreadsheet to literally create your own operating system. It's one of our best trainings and it's worth $1,997. But I will unlock access for you for free when you leave us a review. I know, wild right? All you have to do is leave your review on the podcast, take a screenshot of it, and then head over to BossBab.com com review to upload it and then you'll get instant access to the seven figure CEO operating system. Again, head over to BossBabe.comreview to upload your screenshot and get access. We are so, so grateful for all of your support and can't wait to hear how the podcast has supported you.