← The Difference Maker Revolution Podcast
Loading summary
Transcript30 lines
- [00:00]
A
One of the biggest things that many businesses lack, right, is that they don't know why they exist and why that's important to them. And for us, that's your brand foundation. It's not what your colors are, it's not what your CSS is, it's not what your hex colors are, it's not what your logo is. It's actually why you do what you do, what your purpose is, what difference you make to your clients, why that's important to you, why it excites you and why you do it.
- [00:26]
B
Hey, difference makers. Welcome back to the Difference Maker Revolution podcast. And once more we are joined by Janine McLeod and Ronan Ryle and myself, Jonah Ryle. So, last podcast we talked about. Yeah, you got it. There's still a seat left on the rocket, but if you don't get on, you're going to get left behind. You know how quick rockets move. So let's dive into more on this podcast. What Accelerator AI can actually help you achieve in your business. So let's go for it. Who's excited?
- [00:55]
C
I'm excited.
- [00:56]
A
I feel like I want to sing. I'm so excited.
- [01:00]
C
Can't sing that song, Jonathan. Probably never heard of it.
- [01:04]
B
I actually have heard of that song, believe it or not. I have no idea who sings it, but I do not understand.
- [01:09]
A
All right, so I'll start us off about what Accelerator AI is all about. And it's not the fact that it's an AI, right? But what it's making possible is something that in our training and everything else that members for years have tried to help them to achieve. Right? And one of the biggest. And this is not just photography business, but one of the biggest things that many businesses lack. Right? Right. Is that they don't know why they exist and why that's important to them. Right? And I remember my sort of aha moment with this was when I came across Simon Sinek. Right. In fact, Jono, I think you introduced me to Simon Sinek and I remember watching some of his videos and once I saw that video of his golden circle and how most companies lead with their why or lead with their what they do rather than why they do it. And that the best businesses in the world, the best leaders in the world, the best politicians in the world always lead with their why, then how they do it, and then what they do it. 99.9% of businesses and people start with what they do. And we can see this even when we meet a fellow photographer and we say, so now tell me, how do you earn your living and they say, well, I'm a wedding photographer. Well, that's what they do. It's not why they're a wedding photographer, what's their purpose and that, and for us, that's your brand foundation. It's not what your colors are, it's not what your CSS is, it's not what your hex colors are, it's not what your logo is. It's actually why you do what you do, what your purpose is, what difference you make to your clients, why that's important to you, why it excites you and why you do it. And that's a central part, isn't it, Janine? To the brand foundation and how we've structured the brand foundation. You want to talk to the I help statement, Shanique?
- [02:56]
C
Yes. So what's so interesting, Ronan, to me, and I'm so glad you, you started with the I help statement is so many. And this isn't just photographers because I was heavily involved in BNI networking for 15, 16 years. And you ask, like you said, 99% of people what you do and they're, I'm a plumber, I'm an electrician, I sell insurance, you know, and they just state the what when in fact, no one cares. Like, here's the problem. When you state the what, people will assum assume your why and they'll also assume what it is that you actually do. When, you know, if I just said I'm a photographer, that could be anything. First of all, most people's response to that is, oh, I love photography. I have a camera too. And you know, I love to take pictures of such and such. Right. So it doesn't really describe what it is. And so that I help statement, not only does it allow you to communicate to others who you truly help, it also, I feel, really helps you solidify what it is that you do and who it is that you serve. And so, so much more than I'm a photographer to I help busy moms and I have my whole I help statement. It is, it is so much more. And so when, when, when you start with your I help statement and I know you're going to talk about the brand foundation and your avatar here shortly, it allows you to align yourself, align your business and align who it is that you want to photograph and who it is you want to help. Because that's what we're doing. We're in the business of, you know, we're, we're changing lives and so it's the beginning of everything. And if you don't get it right, or even worse, you don't take the time to figure it out, then nothing else will fall in line and you'll be one of the, you'll be the photographer that's just chasing every everybody with a credit card and a face to come to your studio. You have no purpose.
- [04:54]
A
So Janine, I want to come in on that because you mentioned something really, really important, which is time, right? Because that's linked to this too. So when I trained with Simon Sinek a number of years ago to learn how to help people discover their purpose and their why and I did this for members, right, and it took me hours and hours and hours of work to help somebody discover their purpose and their why. But the difference that made to them and their business was just priceless. It was ginormous, right? But you can't do that one on one at scale unless people can pay you thousands to do it with them, right? So what AI is making possible is we're able to take some of the principles of what Simon Sink teaches because it's not going to be the same as a one to one, right? Or you can take some of the principles that get you sort of 70% towards fully understanding your purpose, right? And getting you started on this route. And that's what the I help statement is about. It's, it's, it's helping you and coaching you using kcb, our AI virtual coach to help you discover your purpose, right? And that's, that's the key part of, because we've been saying it for years, Janine, you know, like, and we're going to talk about IU client avatar in a minute and maybe Jonathan will come in on that. But the idea of creating an idea client avatar to understand what your potential client truly wants. How can you discover that if you don't know who you are and why you do what you do and what your purpose is? How can you, how can you help other people with that if you don't know what yours is? So that's why it's part of the foundation. It's part of the, and there's three parts to the foundation that we teach that the AI is going to help you. We not just teach, we now do it with you and using AI to help you discover these, this foundation and put it in place. But the human is still there, the coaching team is still there. We're not replacing the coaching team. It just allows us to help you all at scale, right? To achieve this foundation to your business. And it's important to understand this foundation because I see so many businesses fail. And they fail because they build their business, they build their house on a foundation of sand, and everything else is blamed, but they never think about, well, I actually built it on a foundation of sand. And what the AI accelerator will initially guide you through is it'll guide you through building your foundation. That's a firm foundation that can hold up a home even if there's a hurricane. That's what it will do. So, Janine, let's just talk about ideal client avatar.
- [07:49]
C
Okay? So when we. No matter. Again, no matter. It doesn't matter what kind of business you're running, but we as photographers, we even within a specific genre. So you'll talk to a lot of photographers who are like, I photograph maternity or I photograph newborns, or I photograph boudoir, or I photograph family, or I photograph children, I photograph high school seniors. Right? And that's pretty much the extent of what they, how deep they will go when in essence, like, let's take my studio, for example. And the majority of our new clients come from first birthday portraits. That's what we market for on Facebook. That's what our ads are for. It's a milestone. I don't like doing newborn because it hurts. Hurts my back. But so, like, a lot of people like to photograph newborn sessions because it's. So it's a milestone that brings a family into your studio for the first time. Right. I can do that with first birthdays as well. So it's my first chance to get a client into the studio. And. But here's the thing. It's not just first birthdays. Within that there are so many specific ideal client avatars, and I have to be able to talk to those specific people. And I'll give you a great example. I could have a client avatar that is a mom with a husband, and this is their first baby. She's a working mom. She's probably gone back to work when the baby was like three or four months old. And now she's feeling all those things as these, like the milestones of the baby walking and different things are all happening at daycare, not at home with her. Right? And so they're like, I could, I don't, we don't have time for me to go through my entire avatar. But you kind of start getting the picture right of so much more than just a mom having a baby. We also have a mom who this is her last baby, right. She has four older kids and now she's had a fifth child and this is the last time that she's going to have a baby turn one. And so, you know, anybody who's the baby in the family or any parent who has had a last child knows that you feel each of those milestones just a little bit differently because you know, it's the last time that you're going to experience that as you're heading towards empty nesting, which Ronan doesn't know what that means because he'll never be an empty nester because Jonathan's never going to leave the nest. But anyways, so completely different emotions, completely different feelings. We also have a miracle baby where they might have lost the baby before she had a miscarriage or the baby died during the, like right after the baby was born. And now this is a miracle baby. And so there was, there was a tragedy beforehand and now or they couldn't get pregnant for 10 years and now they've had. So like I'm, I'm like just like rattling this off in what, two minutes. And you can already see how many different types of, of parents come in to celebrate a first baby. We have same sex couples coming in for first babies. We have grandparents coming in paying for the first birthday session for their grandchild. So each one of those is different. Each one of them requires different language to love on them and to understand what it is that's going to bring their family together in a first birthday session. Each one of them would require, would read something different to bring them into the studio. So it's interesting when you start looking at your ideal client avatar to truly get into who they are, truly understand them and then that allows you to have better conversations, that allows you to understand how you can truly make a difference in their lives with the experience that you're providing.
- [11:14]
B
So Janine, it sounds like you've done a lot of work in developing these avatars and naturally they evolve like as we get to know them better in real life. Right. Because they're based on real people. And I'm curious to know, like we'll go here in a minute but like what impact, what tangible impact has doing this work had for you and your team?
- [11:38]
C
Do you want me to go to the monetary tangible effect it's had or.
- [11:42]
B
The whatever you want to go to? I'm not prompting anything in specific, just curiosity really.
- [11:47]
C
Yeah. So it's interesting when you really start understanding what I'm going to go on the business impact first and then I'll come because I think our listeners would really like to understand monetarily how this can actually affect is not just fluff and floof, Right? So when you understand look. And it was our good friend, the pumpkin plan guy, Mike Michalowicz. Right. So he talks about this. When you're trying to build your best pumpkin, you pick out, you have to prune, and you have to figure out who your ideal clients are and who you want to best serve. And so for us, when you're working on your ideal client and understanding this, part of that is understanding who can actually spend money with you for the portraits that you and the experience that you create. Right? So that's why I love grandmas. Like, we quickly found out that our best first birthday sessions are when grandma is involved. She's usually a baby boomer, maybe a late Gen Xer. Very sound financially at this point. And she is so excited to have her first grandbaby. She's going to help in any way, shape or form to make sure that these portraits happen and she'll pay for it all. There is no I need a payment plan. There is no, oh, that's too expensive. It's no expense can be spared for her first grandchild, Right? So once I realized that and realized across like four or five of our grandmas that came in, I'm like, how do I get more grandmas? I need more grandmas. They love us, we love them. They love their grandbabies. It's a big love festival, and it turns into higher portrait average because they don't have that barrier to pay. And so it has so much impact on the business one. And if you've ever read that book, it's so true. You have more joy when you're working with the people you like to work with and people who like to work with you. There's not that resistance that you get from people that might be high maintenance or can't really afford your services, but are stretching for it in a way that they can't. There's a lot of friction that comes with that. So if you can find the clients that you love to work with and then figure out the ideal avatar for that, everything in your business becomes more seamless. And it allows you to have better conversations. Focus on the experience, focus on how you can make a difference in those people's lives. And then it allows you to talk to them. Like, so now we have way, like everything in the studio now revolves around, like, three specific client avatars within first birthdays. And we know how to talk. Like, their files are marked. Like, we know who they are so we can talk to them. And it's not talking from a. I'm not trying to say that you're disingenuous. Like you pretend that now you understand this avatar, right? No, we truly do understand each of these avatars and we can relate to each of them and we have the stories and we talk from our heart. And everybody wants to feel like they're part of a tribe and they're part. And they're working with a business that understands who they are. And so it is that it has made so much difference, both happy and emotionally. Like the team, we all like to work understanding who the clients are and monetarily, because our averages have increased, because we're pulling in the clients that we, we want to work with.
- [14:54]
A
So I think an important point here too, that may not be obvious yet to people and how it's part of the foundation is that who Janine identifies with as her ideal client avatar is actually coming as well from her brand foundation. So when you're using Accelerator AI, KCB is looking at your brand foundation as she helps coach you to discover who your ideal client avatar is. And the dots are being connected on that. So that's a really important point for people to understand, is that if you build a foundation, if the ingredients don't all blend together to harden the way they need to be. Right. Well, then it's not going to be a solid foundation. So when we talk about your brand foundation and Giulia client avatars, they don't sit separate from each other. The coaching is done by blending them together to start to create the perfect foundation for success.
- [15:53]
B
You know, one of the things as well, the magical things about this. So we, we mentioned that, you know, accelerator AI, it's. The beauty about it is it's not generic ChatGPT or whatever, perplexity or cloud. It's. It's specifically prompted and programmed with the knowledge of Steve Saporito, Janine McLeod, Ronan Ryle and Jonathan Rao. Right. And with that, inner circle members know the depth of avatar that Steve creates. Right. People who've gone to workshops know the depth of avatar that Steve creates. The amazing thing is you can create the same depth of avatar now in a couple of hours, talking to kcb like and multiple of them. It's incredible. And not only that. Right. Go ahead, Janine.
- [16:41]
C
No, I was gonna say it's so incredible because. And this might be where you were going with it, but I just, I'm jumping in anyways. Not only like Steve's brain, like we all know, like it's. For those of you who have been. It is incredible what he can see and how he understands humans and how they interact and what they secretly desire that us normal people just don't understand. You know, and it's funny because when Steve says it, and this is so fun doing this podcast without him here, when Steve says it, you're like, oh yeah, that's right. I knew that my ideal client, Jonathan felt that way and that was his secret desire. But you didn't until Steve says it, right? So now that is all in. And you guys can't. If you're just listening, you can't see my hands doing the fun magic. It's. That's all now in kcb, right? And so when it's asking you questions, I'm prompting you through and you're going through and you're like, oh my gosh, like, yes, oh my gosh, this is my like. And, and it's helping you discover who your ideal client is. But here's the crazy thing too, and what I love about it so much is it helps you to understand the types of sessions you can offer to that client, which I think is mind blowing. And I think it is something that will take our members to another level in their business. And it's a little secret hidden thing that I don't think people, many people think about until you actually realize the impact of. Once you understand your ideal client avatar, then you can understand what other types of sessions they can come back in for, what other types of experiences. And now you've taken your average sale for one client who's come in and increase the lifetime value of that client tenfold. And you know, I'm all about the lifetime value of a client run in. So if you can now take what might just be a 1500 dollars one off sale from someone that came in off of Facebook and understand who that client is to now be able to offer them different types of photographic experiences and take that lifetime average value from 1500 up to 20 or $30,000.
- [18:44]
B
Game changer, complete game changer and foundation avatar. It doesn't stop there because once we have our avatar, it helps us with creating our messaging, right? It helps us with writing copy, if we call it, to speak to our avatar. So, Ronan, what else can KCB help us do?
- [19:06]
A
Well, before we get into the whole content piece as to what KCB does, the important thing to remember is that when it's creating that content, and we'll deep dive into a bit of that in a moment, but whether it's your website, the text for your Website that connects with your ideal client avatar. Whether it's your Facebook advert that is going to bring your paid advertising strategy to bring more potential clients who are your ideal client, who align with your ideal client, whether it's your. And Janine will talk a little bit more about this in a moment, but whether it's your whole marketing content strategy around AI recommending you, which we talked about in last week's podcast, as to what's happening, it goes beyond that. So here's the third part of your foundation, so the third ingredient to make sure you have complete business success. And we call this your camera business success plan. So KCB walks you through the process of creating your camera business success plan. And she starts with your wide angle lens. And where that comes from, Jonathan, is the amount of photographers that I meet, not just photographers. This is across all businesses. It looks like we're picking on photographers. We're not. That's just who we serve, right? But no matter what business you talk about and you say, right, so tell me, tell me just quickly, in one minute, where do you want your business to be in 5 years time? What does it look like to deliver you the life you want, right? That's what visioning is about. Because your business, your business is about serving people first. But second of all, it has to serve you, right? So your business has to help create the life that you desire. So your vision is getting your wide angle lens onto your camera and figuring out what do you want your business to be in five years time and what life does that deliver you and how will you achieve that, right? So KCB guides you through that whole thing, right? And when she does that, she says, okay, we now have our wide angle lens done, right? We need to get our zoom lens in because we got to figure out, so what do I need to achieve in the next 12 months on my journey to that five year vision? And then she zooms in further and she says, so what do I need to do in the next 12 weeks to achieve what I need to achieve this year as the next step? And then what do I need to do and zoom in further to say what do I need to do this month to achieve to make this month so that I make the first step in achieving what I need to do in these 12 weeks so that I repeat that four times to make my year and I get to where I want to get on my journey to my five year vision. So KCB works all this out with you and yes, produces all the numbers that back up what you want to achieve. But here's the thing. Now you have the whole foundation. You have who you want to serve and why and what it means to you. You know, who the people are you want to serve. Yeah. And what they secretly want so that your messaging connects with them. And then it shows you then what you need to do in terms of the business side of it to get from the business, what you desire your business to deliver for you. That's the foundation. And the beauty about it then is, is that every other thing that KCB helps you with uses various parts of that foundation, connects all the dots for. For you automatically. Right? To help create everything else for you.
- [22:45]
B
Imagine having, like, Facebook ad copy done for you like that, tailored to each avatar. KCB will do that for you. Imagine you're working on your website and you want to, you know, do the copy for your website, and you have to pay, you know, a copywriter, you know, thousand dollars to write your website copy. Oh, wait, KCB will do that for you. And she'll do that tailored to your avatar, too. Wow. What else, Janine, does KCB do for us?
- [23:17]
C
Well, Jonathan, in addition to working on your website, as our members and anyone listening to this podcast regularly will know that we are big believers in making your website searchable on AI. And part of that is there's several things involved with doing that. FAQs and blogs. And KCB will also write those for you for your ideal client avatar. Right. So you can pick which avatar you're writing for, and it allows you to have a blog strategy for every week.
- [23:52]
B
And on the inner circle call last night, Janine, you shared the impact of having, like, what you call it, not a library, but a. Whatever, a blog post.
- [24:00]
C
A resource. A resource of blog posts that you can share.
- [24:02]
B
What was the impact of having that?
- [24:04]
C
It increases our conversion ratio on phone calls because we're able to follow up with related blog articles that we've written that answer questions that clients have on the phone or when they need to share with their partners before making a final decision. But it also allows us to have our clients arrive at the session more prepared, which is huge as well. So if a client arrives one, it keeps them excited. And we're all about keeping our clients excited throughout their entire experience because that's what keeps them engaged and that's what truly makes a difference in their lives, is being excited through the entire process. Oh, I just said the forbidden word. I said process experience. See, Casey B. Does not say forbidden words. Just an FYI. She is programmed not to do that, uh, so that's how, you know, I'm human here saying process. Uh, but it's hard to take the engineer out of that of me. Um, but when clients arrive ready to go, it makes a huge impact on the experience as well. So our blog resource, our resource of all of our different blog posts help with that as well, because we can send them as needed to different clients.
- [25:09]
A
And there's another big advantage to how KCB operates, Jonathan, is, you know, and we've seen this from our members who join us and they come in and there's so much training that they feel they have to do, and they just don't know where to start, right? So KCB knows exactly where you need to start, and you've no choice but to start where you need to start. So you start with your brand foundation. You cannot do a client avatar until you've done your brand foundation. You cannot create your blog strategy and create your blogs for marketing, for AI recommendation until you have your brand foundation and a client avatar who you're speaking to to do that. You cannot create your Facebook ad copy until you have a brand foundation and a client avatar to do that. You cannot create the text for your website until you have a brand foundation and a client avatar who you're talking to.
- [26:07]
B
Plus, you don't have to sit through hours of us sharing our expertise on training videos and then try and remember it all, because you learn as you do, right? And KCV is doing the heavy lifting for you. Like, it's incredible. So to get access, I'm sure, like, everyone listens. Like, how do I get access?
- [26:26]
C
I want access to accelerator. I want KCB. I want KCP 24 7. 24 7.
- [26:33]
B
You can have her 24 7. So all you need to do is click the link below and apply to join the Inner Circle because the Inner Circle members have access to kcb. And we, because of the nature of how all this works, we can only take on a very small number of new members each month. In fact, yesterday we had two applicants, right? And I had, like, messages on Facebook from someone saying, hey, my friend just applied to join the Inner Circle. She's wondering when she'll hear back. Like, she's really eager. Can you please send? Can you please send? And another person who emails saying, when will you let me know about my application? I need to get in. I need to get in. So, yes, it is popular. It will fill up fast. So just click the link below, Apply to join the Inner Circle today. And we can't wait to welcome you. Inside.
- [27:19]
C
Bye for now. Bye. And we'll see you on the inside.