← Strategy Hour | Online Marketing for Business Growth
Strategy Hour | Online Marketing for Business Growth
964: Create for Who You’re Becoming & Tap into the Money That’s Everywhere with Gabby Beckford
00:54:18
Imagine if money wasn’t something you had to chase—but something you attracted. That’s the reality Gabby Beckford has built, and in this episode, she shows you how to do the same.
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- [00:02]
Abigail Pumphrey
Welcome to the Strategy Hour podcast brought to you by Boss Project. I'm your host Abigail Pumphrey and I'm dedicated to supporting online businesses. I don't believe in one right way to build a business. I'm here to help you build business your way. One that supports not only the life you have, but the life you want. I'm on a personal mission to help you become financially free. I'm taking all the lessons learned as I turned a layoff into a seven figure online business. I'm here to help you prioritize your life every step of the way. Whether you're creating your first digital product, growing an email list, or scaling an already profitable business. Settle in. It's time to talk strategy.
- [00:43]
Gabby Beckford
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- [00:58]
Abigail Pumphrey
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- [01:59]
Gabby Beckford
I've carried that with me through my entire life of like showing up. A lot of people don't even do that. So if you're going to bet on yourself in any way, get into the room to start and like that will just validate you enough to be like, damn, I showed up and I got this, this, this and it'll that starts momentum just a little bit. Just show up.
- [02:19]
Abigail Pumphrey
I had an incredibly hard time naming today's episode because capturing the magic that is within today's episode is just not possible. I want you to be thinking about your future, who you want to become, where you want to go, and any sort of resistance you're feeling I'm hoping by the end of this episode, you are going to have a clear path forward. You are going to feel inspired to create, and you're going to have some really tactical exercises that you can implement to get yourself unstuck. I want you to imagine a world that money wasn't something you had to chase or go after, but something that you effortlessly attracted. Today's guest, Gabby Beckford, is proof that it's not only possible, it is the new standard. With over 800,000 followers, multiple successful businesses, and a bold, unapologetic approach to money and opportunity, Gabby believes money is everywhere. And she doesn't just create content about what sells. She creates for the future. She's stepping into. She stacks platforms strategically to attract abundance, visibility, and powerful opportunities. In this episode, Gabby is breaking down exactly how you can do it too. How you can create that magnetic content for who you want to become, how you can build that strategic ecosystem of platforms and shift into a mindset where money is genuinely abundant and waiting for you. Not to mention all the opportunities that are about to flow your way. We're talking everything from the woo stuff to, like, very strategic ways to get more brand partnerships. We're getting into the weeds and I hope you and your future self can take this and amplify your impact and finally tap into your future that's just waiting for you right around the corner. Grab a notebook. This one is a game changer. Hey, Gabby. Welcome to the show.
- [04:24]
Gabby Beckford
Hello. So excited to be here. Thanks for having me.
- [04:27]
Abigail Pumphrey
I am so glad that we got to connect today because it was so incredible meeting you at the creator mastermind that teachable put on ahead of the Connect conference. And I think there was a lot that stood out about you immediately for me. But this is just an observation, but I think you are incredibly bold and confident and you made this side comment, which is why I wanted you on the show in the first place, about money being everywhere. And I knew I had to have you on the show the moment you said that out loud. So before we dive in today, I'd love if you'd talk about where your, like, powerful money mindset came from. Like, where does that confidence about it being abundant and everywhere? What's its origin story?
- [05:16]
Gabby Beckford
Wow. First of all, thank you so kind. That is an interesting question. I have done a few talks about, like, delusional confidence, like the abundance mindset in general and how I have just had a hard time accepting no for an answer. My whole life. My mom would say that. My mom always says my first words were I do it. Like, I've always had a very determined mindset of, like, it's not a matter of if I'm able to do something. It's like, if I want to do it, if I want to make the sacrifices and invest the time. But, like, nothing is truly impossible. I've just always had that mindset. So when it comes to money, that is an interesting conversation because my dad immigrated to the U.S. my mom was born in California, but, like, grew up very much below the poverty line. So money has always been interesting for us because I think my parents, who had me when they were very young. Money's always been a conversation in the house. We've always prioritized as a family enjoying your life. But that idea and then actually having the money to do that has always been a conversation of, like, it's never been, like, if we're going on vacation, it's what type of vacation we go on. And, like, so it's always just been like, money has been a means to the life you want. And when it comes to abundance, mindset around getting money. I've definitely had to actively learn that skill to choose to be observant enough to say, like, that guy, like, there's a kid on Snapchat making a million dollars a year. Obviously money is flowing to that kid. I don't think he's that. Is he that much smarter than me? Like, he's younger than me? Or there's, like, stories that you read about, like, Viola Davis hitting it off as an actor when she was in her 40s. And I'm like, obviously money can come anytime. So, like, I feel like it's just being observant over time, since I was a kid, of being like, oh, money could come that way, or money can come that way, or, like, it come later or earlier that I just. It turned into this mindset of it's everywhere. It could come at any time. It really is just up to you as the individual, how you open yourself up to it and how you want to interact with money. I guess. But, like, I guess it's just been over time, honestly, of trial and error and, like, dreams and begging and being like, I want that so bad. How do I get there? And I'm like, it takes money. And, like, just really meditating on money, I think, is gotten me here.
- [07:34]
Abigail Pumphrey
I suppose for context, we should set up the fact that Gabby's background and, like, the specific things she's sharing on isn't money related. You're a travel content creator, but you're a Very successful travel content creator. And I think a lot of people have dreams and desires of doing more of those kinds of things, but this can be very much the things standing in their way from making that happen. How do you feel like embracing abundance or that delusional mindset, as you put it, like, has influenced your visibility, your income, the opportunities that have flowed your way?
- [08:14]
Gabby Beckford
Yeah, I think that abundance mindset in general is really the important thing, because money, I think it's important to see money as a tool to get to the lifestyle you want or the things you want. But money should never be the end goal, because what's a stack of paperwork really, if it's not helping you actually live your life? But I think having that mindset of, like, money is a tool to get where I need to go, or even social media is a tool to get where I need to go, business is a tool. Like, it's not the end goal. Always keeping the real end goal in mind has helped me not put too much pressure on the times where I didn't have a lot of money. Like when I was trying to budget 10 bucks and be like, okay, am I going to go to McDonald's or am I going to go to the movies? It was just kind of like a matter of fact and being like, okay, if not now, it'll be next month, or if not now, it'll be soon, and really took away the pressure or like, maybe emotional shame of why don't I have more money? Other people have more money, and I don't like comparison. I think those things can actually distract you even further and, like, really hold you back further on your journey to making more money. So the fact that I didn't put too much pressure or like, emotional shame on when the times I didn't have money, I think allowed me to move more quickly to be like, okay, if I want to make $1,000 this month, what would that look like objectively? And just kind of put in the reps to get to the point where I could make more money and I could. Like, putting in the reps, I think is the important part, like talking about attracting opportunities or just becoming more visible. I just put in the reps on LinkedIn, for example. I just was posting every single day for a year. And then it was just a matter of visibility. That opportunity started coming to me. Or it was the reps of pitching to PR agencies to like, get quoted in cnbc, make it. I just took away the shame and I guess the emotionality about it. And I was like, okay, If I want to get strong, I have to do push ups. If I want to get more pr, more money, I have to put in the work, and I just did.
- [10:11]
Abigail Pumphrey
Yeah, no, you, you absolutely have. And I think your grit is very clear. But I think the difference is, I think so many people assume, okay, if I have to put in the reps, like, I just gotta, like, keep going and power through. I don't see that with you. Like, I feel like you do the work, no doubt. But, like, if I know anybody who enjoys their life like Gabby enjoys her life. So how do you strike the balance of, like, working hard to give yourself that space?
- [10:42]
Gabby Beckford
That's so true. I'm glad you said that actually, because you're right. Working for the sake of working is also not the goal. I'm not interested in being busy, actually. I think it's a matter of working smarter, not harder. So I do think it is a big part of having strategy work in tandem with the grunt work. Like, I'm very iterative. I do a bit of work for a week or a month or a year, and then I do a data analysis. Like, is this moving the needle again? Because it's not money I want, it's the lifestyle. Am I happier at the end of every day after a month of doing this, or is my quality of life gone down? If it's gone down, like, we're not moving the right direction. We have to, we have to pivot a little bit. So it's a series of putting in the work consistently, but also micro pivots all along the way. For me, that keep my goal lifestyle, which of course has to do with financial stability and financial success in mind, while making sure that I'm not literally suffering all along the way. Like, I have to work hard, but not to the point where I'm not sleeping, like, what? So that's probably it. It's definitely micro pivots and hard work. That's very true.
- [11:54]
Abigail Pumphrey
Yeah. I think one of the key strategies that I've seen from you is this, like, creating for who you're becoming rather than just what you're currently selling. Or one of the things I see is that you're not just creating content for the version you are today, but like, you are creating content for who you're becoming. And I want to know more about what that looks like.
- [12:17]
Gabby Beckford
Yeah, I really think that that means, like I've been saying is having that vision in mind. So when you start your business or when you're scaling your business, you're about to relaunch a package, whatever it is, you have this very specific vision of what your life looks like, what your day to day looks like, what financial success looks like to you. Is there a dollar sign on it? Like, that is in mind? And when it comes to having that vision in mind of, like, what I want my life to look like, and then speaking to maybe the audience that I want to have, as opposed to the audience that, like, is the first one to line up. So, like, maybe I'm not that experienced. I'm just starting out making content. I put out a series that speaks to budget travel, and I'm talking about budgeting and talking about, like, being broke and all the realities of it, whatever. And I attract an audience that's in the same position. But my goal is financial freedom, luxury travel, whatever it is. I either have to take that as a strategic step that leads into another step that leads into that dream lifestyle, or I have to say, okay, I tried this. This is what the formula is giving. Like, A plus B equals C. And so, you know, the audience that I have is not necessarily the audience I want. I have to change of the factors to start attracting a new audience. Maybe I don't talk about as much being broke. Maybe I talk about the same content, a different mind frame of being, like, okay, I don't have money, but if I did, this is where I'd be going. I'm. I'm in a hostel in Austria right now. But if I hadn't, if I had $10,000 here, here's where I would be staying. And it really is just like the lens that I have on my content and my business as a whole, that it has to be informed by my ultimate goal. And there is a lot of strategy that comes into that. Like I said, it could be iterative. Like, this phase leads into another phase that ultimately leads into that goal. And you're like, you're doing the work strategically or it's iterative where you try something, it fails. Okay, I'm just. I'm not afraid to try something new and do a complete new pivot. That's what I've been doing is more the iterative approaches. I've tried something. Do I enjoy it? Yes. Is it towards my ultimate goal? No. Okay, well, then I have to, like, make some hard choices about what elements I'm changing and what elements I'm keeping, because I have to speak to this version of myself that does not exist yet. We need to, like, step into. We need to become the creator and the business that can facilitate, like, that income. But even if I'm not there yet, I have to. I have to be stepping into that with every little step.
- [14:51]
Abigail Pumphrey
I think that's such a illustrated point, specifically with your industry, because we're talking. I mean, the difference between budget and luxury travel is obviously radically different, and there's very different audiences involved with that. But I think if you're to remove travel from the equation and we're talking about any other subject, often you're attracting people based on your past experiences. And I think the difference is you're trying to attract people based on your future experiences, which I think is really interesting. Like both interesting from a growth perspective, but also and giving you more opportunities. Because I do think sometimes your audience, if it's too much behind you, they can also slow you down.
- [15:37]
Gabby Beckford
Yeah, yeah, I do. And then that's a good way to frame it, maybe that you should not be speaking from present to past. Like, only including your past story only going on your origin story only, only, only you should be incorporating elements, if not like 50, 50 or more about, like, this is what I'm doing next. Or like this. I have a series on LinkedIn where every quarter I make a post that says, this is my manifestation brand partnership list. And I just list and I say, if I had 10 brand partners I'd love to work with this quarter, it'd be these, and I tag them. And that's led to three brand partnerships already. So I think, yeah, maybe I don't really frame it that way of past versus present or like, moving forward versus, like, holding back. But I'm. I am very future focused as a personality. I think I'm always looking at where I'm going and where I've come from is good material to use to get to where I'm going. But I do not exist in the behind in the past.
- [16:35]
Abigail Pumphrey
I think to your point, that the thing you're really skilled at doing is you're not afraid to say what you want. And I think so many people are, like, ashamed of what they want or, like, scared to admit what they want, or, like, worried they're going to be judged for what they want. And you're like, no, this is the list of people I want to work with. And I do not care what anybody else thinks. And I don't know, there's some audacity there that just, like, makes it really appealing. Like, how can you rub that off on someone that's maybe feeling a little more shy or timid?
- [17:09]
Gabby Beckford
I think that it's interesting that you say audacity because that is a word that I hear a lot, that people are so inspired by the audacity that I have to dream out loud and be boldly me. But if I get nuanced with it, I think audacity has this. Has this energy of like, I don't care what other people say, I'm gonna do it anyway. Like, going against the grain kind of. And it's. That's so interesting to me that that word keeps coming up from the outside because internally, that's not the energy I have around it at all. And I talk about energy a lot because that's the kind of nuance and micro energetic fields that surround an action that can make people accepting of it or make people be like, oh, she's like, you know, she's kind of going against the gray. Like, she's bold. So the energy I have when I make posts like that is, I guess, maybe like, it's a private diary, but it's not. It's like I'm posting for myself. I'm not actually secretly hoping that someone shares it or I'm not. I don't know. There's not that much bad energy around it really. Or I'm not like, I don't care what anyone says. I'm bold enough to say. It's like, I am just so authentically excited about that partner. Like, the ideas, the vision, and my vision so clear of what I want my life to look like, my business to look like that when I post it, I think, I hope that people receive it. And they're like, wow, Gabby is just dreaming it out loud. Like, it's so clear that she's so excited that she has these ideas that she. She, like, stays in her bed thinking about it, that it's just inspiring. Instead of being like, she's demanding, she's. And I think that's the nuances. Like, there's a confidence maybe that people say I have to what I post. And there's a. I don't know, maybe it's an authenticity to what I post that people resonate with more than the fact of, like, the content I'm actually posting.
- [18:57]
Abigail Pumphrey
It's so interesting that you say that, because I was just having this kind of side conversation with myself. I was literally writing a diary entry. I don't know if you knew. I started a website called creatordiary.com and it's literally an opportunity for people to share their own kind of confessions and the things they're thinking about anonymously or. Or not. But nonetheless, I was Writing my own entry. And one of the things that came up for me is that I think I have spent so many years worrying about how what I create is received. I want to make sure I'm adding value and giving back and, like, pleasing other people to the point that, like, I'm not even paying attention to what I want to create anymore. And so I literally wrote the words a few days ago, like, what. What would you create if you didn't care if anyone else consumed it? And I think to your point, like, yeah, you're tagging the brands with. You hope the opportunity comes along, but that's not why you're putting it out there. Like, you're. You're writing it because you would love for that thing to come true. And if it happens to. Amazing. But that wasn't necessarily the reason you wrote it in the first place. I think more people need to be thinking about not how do I reach my ideal audience, but what do I want to create more of? And, like, what do I want to consume more of? And how can I reach more people that are interested in that instead of targeting someone? Like, I think we try to get too specific sometimes. We're not huge media companies. Like, we're single people with singular lives. Like, it doesn't have to be that deep sometimes.
- [20:45]
Gabby Beckford
Yeah, 100%. Especially if you are someone who has a business that's tied to. I mean, you're a perfect example. I love what you said at Connect and at the Mastermind that you're like, my wellness and my. My life, quality of life has to be at the forefront or else I'm not even present enough to make money. But like, or. And also, it's just not worth it. It's just not worth it if I'm miserable in making money. So I love when you said that, because that's exactly it is. Like, if I'm making content, but I'm so obsessed with how people are perceiving it or, like, putting myself in other people's shoes 24 7. And, like, having the sense of shame of, like, dang, this didn't hit, that means I wasn't thinking about them enough. Maybe I really don't understand them. Maybe they don't understand. Like, it's. It's just like this spiral of what ifs, when the reality is like, the evidence that we have in the room is, was that authentic to you? Like, would you have written that if no one else was watching? And if the answer is no, that's like, step one. That's the key to A sustainable business is. Most sustainable business is the stuff that you want to be doing. It's like going to the gym. It's like, if I had to do cartwheels and boxing every day, I wouldn't go because it sucks. I don't want to do that. But if I had to go and do yoga and Pilates or, I don't know, cycling, then I'd be more excited to go. And then the people in the room in the gym would also be excited to see me because I'm excited to be there. And, like, it's a domino effect of positive energy and positive result. Whereas if you're trying to force something to happen creatively, business wise, entrepreneurship wise, and it's not working, it's a cycle of frustration, and it may end up blocking you more than it helps you. Because even if you make a million dollars from doing that forest idea, you probably would have made 10 million if you had just done what flowed naturally from you, because the energy would have been so much better and you'd be happier.
- [22:35]
Abigail Pumphrey
Yeah. I think to your point, like, even. Even this podcast, there has been times, because for what, 950. What. What episode is this? 964 episodes in. I can't tell you how many times I've thought about stopping this podcast. And I keep going. And I think the reason I keep going is anytime that comes up for me, I'm like, clearly you're producing the wrong content because you love having conversations with people. You love sharing your ideas and advice. So, like, it's not that it's a podcast. That's not the issue. The issue is what you're talking about, how you're talking about it, and kind of reverse engineering that. It was like, oh, my guests are too focused on teaching one very specific thing. Like, I want to help people in all areas of their life, not just business. And things like that came up for me. So for anyone listening, you got to follow those, like, little inklings, like, even if they feel insignificant, and it's not that every single one of them is going to turn into, like, your most powerful content ever, but if you find it more fulfilling, you're gonna like doing your job more. So we want more of that. Now, I know LinkedIn is like one of your platforms of choice, but you also stack other platforms with Instagram and I think TikTok. I'm not actually sure on that one. Talk to me about how you show up differently, different places, and, like, why is LinkedIn a priority for you?
- [24:14]
Gabby Beckford
I definitely. Anyone who has multiple ways they identify whether that's like a woman of color or like gender identity or. It doesn't really even matter. Even if you like, I don't know, some secret crazy music. Anyone who code switches can understand the code switching between platforms. It's the same exact concept. So I definitely code switch between TikTok, which is maybe skews towards a younger audience that wants like quick tidbits and like it's very, very, very high level versus Instagram, which historically has been more community driven. I can have a longer caption, for example, even though they're shifting right now. But yeah, I definitely code switch between my platforms and based on the audience and it is. People ask me why I do it. Like, why don't you just repurpose all of your content across platforms? It's faster. You could get much more volume doing that. But I find especially the way social media is moving, the industry as a whole is moving, that it's less about the number of views or even followers and it's more about the quality of the viewer. So I am more interested in speaking to a very specific person on each platform and having the option to say, today I want to speak to millennials who are being pressured to get married and settle down when they don't want to. I'm going to talk on Instagram and saying like, okay, I'm working with an ESIM company. I'm looking for like dirty backpacker, digital nomad, 20 somethings. I'm going to post it on TikTok. And having that, I like to have that granularity, even if it's keeping me from growing much faster on each one because I have to do that little bit of work to do that because it ultimately produces better results. And for me it's more fulfilling to have unique conversations like that. So LinkedIn is a priority for me because that's the one place I get to have discussions like this. Honestly, like we're having on this podcast, my TikTok following of Dirty backpacker. Kids who want to go to 10 countries in a month do not care about the systems I use. They don't care about my beautiful notion brain, even though I wish they did. So I like to have a platform because I am very intentional. Like I just said, I like to have a place where I can unpack that intentionality and reach other people who think the same way, like other entrepreneurs who think the same way and strategically because just by thinking out loud on LinkedIn and I'm reaching people who have specifically my algorithm full time jobs in marketing that I want them to know my name. And longer term I think about the followers I have on Instagram growing with me, seeing me travel, like learning my personal story. I want that same relationship with professionals on LinkedIn because I want them to move companies and get raises and get promotions and still like me as a person. And so when they have opportunities they're like, oh my God, Gabby was so fun to work with and I saw she just went to Croatia. I went to let's hit her up for this campaign. So it is a mix of professional strategy but also personal fulfillment that I prioritize LinkedIn. I think it's really a unique opportunity to show a different side of yourself as a storyteller.
- [27:18]
Abigail Pumphrey
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- [28:00]
Gabby Beckford
You hear Lululemon, you probably think of Align yoga pants weightlessly soft, like you're.
- [28:05]
Abigail Pumphrey
Wearing next to nothing. That's why you see them in class, at the grocery store and in the park.
- [28:11]
Gabby Beckford
But did you know about skirts with.
- [28:13]
Abigail Pumphrey
Built in liner shorts so you can still jump for the Frisbee and tanks and bodysuits?
- [28:19]
Gabby Beckford
With Align's iconic style stretch, you won't.
- [28:21]
Abigail Pumphrey
Want to take it off.
- [28:22]
Gabby Beckford
And with endless style options, you don't have to shop in store or online@lululemon.com.
- [28:29]
Abigail Pumphrey
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- [28:55]
Gabby Beckford
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- [29:06]
Abigail Pumphrey
Want and I only pay for what.
- [29:08]
Gabby Beckford
I need right now with my biz plan.
- [29:10]
Abigail Pumphrey
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- [29:16]
Gabby Beckford
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- [29:26]
Abigail Pumphrey
Yeah, I've very recently have tried to.
- [29:29]
Gabby Beckford
Start showing up more.
- [29:31]
Abigail Pumphrey
I know I'm posting, I'm, I'm doing it. I'm doing the thing, guys. And to your point, I think what I found more of on LinkedIn is more peers versus Instagram. It is more personal, but it tends to be more aspirational. Like I see more people that are like, want to do the thing and versus like the podcast are the people doing the thing and they're like working hard and hustling but kind of keeping to themselves a bit. And this is obviously just my interpretation of. I'm sure there's a whole mix of people all of the places, but knowing who you're talking to is a big part of all of it for me right now. LinkedIn, sure, I want to grow a following, but I also want better guests on my podcast. So I want to connect with really cool peers that have really unique stories and backgrounds. And just today I saw this random post from someone on TikTok who has like no followers, less than 300 followers. And they like side mentioned their previous position and I was like, I gotta like look into this person. So I found her on LinkedIn. I was like, oh yeah, this would make such a cool episode, but nobody's gonna know who she is. And like that's kind of the beauty of it is like you can find these powerhouse people that are behind some of these bigger brands or have like really interesting work histories. Anyway, I'm gabbing out about it, but it, it's, it's just really interesting how you can speak to people differently and get more of what you want out of it. Like it doesn't for you. I think it ends up being more brand opportunities. But I, you know, I'm not totally sure.
- [31:19]
Gabby Beckford
Yeah, I mean it's everything. I think like you said, it's. That's a really good point is like, yeah, when you go on Instagram you meet a lot of, I mean not you be a lot of people, but there are a lot of people proportion wise, who are more aspirational, who want to be traveling, who want to be. They're on there to be inspired and like, hopefully hit with enough pings that they eventually do that. One thing on LinkedIn, I feel like people are their resumes out there, they're updating their bio. They're on there because they're looking for a job like it is people in the season of doing in their life in whatever capacity. And I do like that. I've definitely gone to a lot more meetups here in the city, like New York City, where I live, because people on LinkedIn are kind of more action oriented. They're willing to, like, go to the coffee shop, whereas if I post the same meetup on Instagram, it's all the people who want to save it to their calendar, but may not actually go. So I think that's a really good observation, actually, that they're a lot more action oriented in general, no matter what their job or their position is, whatever. And in that way, they're a lot more willing to be on a podcast or give advice, or if you connect with them, they're more likely to, like, turn it into a real relationship than people who are just kind of in the dreamer phase of it.
- [32:27]
Abigail Pumphrey
Yeah, I know our monetization strategies are fairly different, and I just want to expose the audience to more different ways you could ultimately make a business work. I'd love if you could speak to kind of the breakdown of where your income is coming from as a creator and how that's maybe shifted since you left your job.
- [32:49]
Gabby Beckford
Yeah. Okay. I will first do my OG breakdown of how I used to make money when I first got started, because I feel like that's most helpful for people in that phase. And then for the vision board, I will break down the money I make right now and how I make it. So when I got started, I was 25. When I went full time as a creator. That's a fun story, but I made most of my income from my nine to five. And I love these days when you see nine to five years with a creative side hustle or as creators. Because I love seeing people say, like, you know, my 9 to 5 makes me 65k, but my digital products make me 40k. I'm like, yes, keep your 9 to 5. If you, if you're not going insane, use it as a side hustle, like, make the money, especially if it's remote. So when I was starting out 25 I had my 9 to 5. And then I had. My second biggest source of income was maybe brand deals, but not by that much. I made maybe a few. A few thousand dollars a month from brand deals. Then it was freelance writing. I think it paid more back then, but I definitely wrote for articles like a few hundred dollars a piece. And then it was digital products and then it was maybe affiliates. So that was OG back in the day. I wanted like quick money short term. I needed like money that month type stuff. So now, five years later, my breakdown looks like brand partnerships. That is a big chunk. Maybe 60 to 70%, 65% of the money I make is brand partnerships because I've over the years fostered relationships with companies and individuals that I work with them over and over. So of that big 65%, more than half of that is returning partners for sure. So brand partnerships. The second biggest source of income for me right now is my subscription communities. So I have two subscription communities. One for a brand I have which does travel scholarships called SeekPTO, and another one that's called your travel influencer bag, where I coach other creators. So it's brand partnerships, memberships, subscriptions, and then it's speaking opportunities. I do a lot more speaking now because I'm not a baby, nobody. I have a little bit more things to talk about now, five years in, so I do speaking opportunities in consulting, corporate consulting. That's been great with LinkedIn. And after that, I think it is digital products. I don't do affiliates that much anymore except on my evergreen stuff. I'm posting anyway because it's for me, it's too much of a hustle for a few dollars compared to like what I could get from brand partnerships. But that's how it's broken down.
- [35:24]
Abigail Pumphrey
Yeah. How do you land those brand partnerships? Like, I know how I go about doing it, but what does that relationship building look like? And are you pitching people? Are you inbound? Like, how does that kind of varied over time?
- [35:40]
Gabby Beckford
Yeah, I get a lot of questions about this. Number one, because people love big dollar signs. Trust me, I get it. I also love them. But I think the relationship building is super important. And so when I work with a brand the first time, let's say I get cold outreach from a brand who found me on this agency website. Like just basically random. They're like, she has these numbers that look good. We don't know much about her. Let's contact her. At the forefront of that conversation, I mention, I say, hey, here's who I am, here's my Media kit. I value long term partnerships. So does my audience. Especially because my audience skews younger. Everyone's so sick of ads these days. They want to believe that I actually use that perfume. And if they see it multiple times activated multiple times, they believe it. And I also would like to promote things that I actually use. So I lead with relationship building upfront with every single partnership just to establish that context. If it turns into one off or multiple times activated, that's another thing. But I lead with that so that they know it also is kind of being a good person to work with. When you go into your 9 to 5 or if you work with clients, you want people that you actually enjoy working with. Right. Like I always advocate for myself. Of course I try not to be difficult for no reason. But I think saying thank you, offering to get on a call, over delivering on expectations even by a little bit every single time makes you pleasant to work with. And honestly, just helps you stick in their brain better. Because I just imagine that every marketer is an exhausted 20 or 30 something year old or 40 or something year old and they're like, please just help me make my life a little bit easier. And if I can do that, I know they'll come back more likely. And I would say brand partnerships are best when you come with a sense of who you are and a confidence because brands will reach out to me and they'll be like, we want this. And I'm like, that is such a great idea. I'm so glad you had it. Unfortunately, that will not resonate with my audience at all. So thank you for that. But if I need to post it, it needs to look like this. And brands are actually really appreciative of that because they're like, oh my God. First of all, she says intention, which is great, and she knows her audience, which is great. And she is like willing to communicate and work with us. And those three basics of brand partnership are not as common as you might think. That's why I coach creators, because I'm like, hey, you guys like doing a little bit more than the bare minimum will get you so far. So doing those things, being a good business partner, treating your audience like an asset in your business like a business, will take you so much further as a creator because it is a young industry and unfortunately there are a lot of people who made 200,000 followers last night and now they're maybe have not caught up yet on the business end of admin or replying in a timely fashion or just coordinating in a Professional way. So having that as a base, I actually thank my corporate 9 to 5 a lot for that because it's helped me get far as an entrepreneur now.
- [38:38]
Abigail Pumphrey
Communication is so important, especially on that front. And I think to kind of bounce off what you're saying with that. Some of my favorite things to do on the relationship building front, one, get to know these people, like the, the partnership, like the head of partnership at whatever XYZ company. They're real humans with real interests with real lives. Like find out who they are and like what they like doing and what interests them. But also I love making these people look good. Like look like the smartest person in the room. Look like they're up to speed on stuff. So if I see something that's like trending or like newsworthy that impacts their company specifically, I'm sending that to them right away and like adding commentary on top of it of like, hey, I think you need to be paying attention to this thing because it's going to impact you guys in this way. And then they get to pass it along to their boss and it looks like it came from them. And I don't care if they take credit for my ideas, whatever, like I want set them up for success. And I promise you, the more kudos they get from their boss, the more likely they're gonna work with you again. So. And I don't necessarily do this like intentionally to like, it's always genuine. Like I always see something that I'm like, they need to hear about this. And instead of just thinking it and having a passing thought, I actually take the time to slow down and send it along. And I do think that makes a really big difference. They really nerd out on the, like, what's going on in the industry, what's happening on the creator side of business, because they're not in it the same way we are. And they want to know what's going on because it impacts them significantly.
- [40:22]
Gabby Beckford
I think that shows, like that's something that you do naturally. And like you just said, instead of just having that thought or being like, oh, you know, if they were smart, they would do this. Just saying it is really helpful. And like that's kind of that a little bit of a beyond that kind of only you can do because you have that natural system or whatever that you do it anyway. And mine is usually pr. I'm really good at PR for some reason. Journalists, maybe I make a good cover photo, I don't really know. But journalists love to reach out to me and say, you Know what are some products you've used recently or where are some destinations you've been recently? And if I'm working with a brand partner, I will just plug them because why not Added value. And I've gotten destinations or services that I've used in like the New York Times or Huffington Post. And then I'll just send that along to them and be like, by the way, I also got this mention and they're like, oh my God, wait, pr. So expensive. We would have paid thousands of dollars for that. But you just connected those two dots. And that's definitely something that I think only I can do because I have my way of working. So to anyone listening, it doesn't have to be these two examples, which are great examples, but there's something that you do already that you could be adding on as a little bit of extra value that makes you stand out in a big way. So meditating on that.
- [41:37]
Abigail Pumphrey
Yes. Instead of it just like festering in the back of your head, like, do something with it.
- [41:42]
Gabby Beckford
Yeah.
- [41:42]
Abigail Pumphrey
And it can be all sorts of different things like loud or quiet or strategic or subtle. Like, don't take it as any one way is better than the other because it's whatever is going to come out of you most genuinely and is going to land the best anyway. If it feels forced, it's going to feel forced. Well, I want to do some, like, rapid fire, like, quick win stuff before we wrap up today's episode. What's some, like, common misconceptions you're seeing about platform growth or monetization right now that you wish people would just let go of?
- [42:18]
Gabby Beckford
This might be a hot take, but I think I'm like, oh, let me start with controversial. I see, see. Or it may be a little bit outdated nowadays to think that, like, you are the niche, unfortunately, which it is true. But in the execution of that, I think we need to be a little bit more organized and structured with the way we present whatever content we're doing because it's very saturated now and people are getting pinged thousands of times a day with so much information. It is just easier to remember someone if they have strong branding. It's just a little bit easy to remember them if they have the same hook or whatever. So as a content creator, I'm like, you are the niche, but, like, you are also a business. Tighten it up a little bit. So that's my. That's my first hot take. And another maybe misconception I think people have in general about content creation or owning a business is that like it's all pretty pictures. There's so much admin. I pay thousands of dollars a month for CRMs and systems and you have to be a business owner, you have to, and you have to be organized and it is a lot of follow up. So I'd say the admin stuff, people.
- [43:26]
Abigail Pumphrey
Underestimate the admin oh significantly. And that's definitely where I got help the first bit I could because it's so time consuming and even if it's tiny, like a hundred tiny tasks a day, eat up a lot of your day if you're not careful.
- [43:43]
Gabby Beckford
Yeah. In your spirit, like totally.
- [43:47]
Abigail Pumphrey
How like the inbox just like pulls away at me. I just really hate it. I think it's funny that you say that because I had a very similar conversation literally just today. I was talking to a ghostwriter, actually potential book coach to help me work on a book proposal story for another day. But she was talking to me about the publishing industry which I think the publishing industry mimics a lot of what's happening in the creator economy but like in a very like transactional way. And so she was saying that people are not buying. Book publishers are not buying in the same way they used to founder only stories. They are buying things that have connections back to research, statistics, psychology, like other things going on. And it doesn't necessarily mean that you need to like go get a PhD in something but you have to like pull in some other pieces outside of yourself. And so I, I think it could be structure like you're saying where it is a more obvious niche that like someone could conceptualize. But it's also like what's the non 5 second version? Like if you like spent 30 minutes like doing some research or pulling some stats or looking for some quotes or interviewing a person that's going to go so much further than the like thing you just like whipped up and had chat GPT, right. 80%. So I think slowing down is going to be a huge part of what's coming in my opinion. Okay, another rapid fire. If listeners could take away one powerful mindset shift about money, visibility or their future self, what do you want them focused on?
- [45:38]
Gabby Beckford
This might also kind of come across as a hot take, but it really is not that the person that you have on your vision board is not actually that much more smart or deserving or better than you. I see crazy people are successful in this world and I don't think it has as much to do with deservingness or like ability as we may think. I think it's timing I think it's being, it's preparation, it's strategy, it's obviously connections and resources, but like a lot of it is the confidence to claim it as true. So I think that's something that anybody in any situation can start with today, as you're building out the resources, as you're building out your business, like whatever else you're working on, you're assuming that you need XYZ to be successful and you don't have it and you focus on that, you can get stuck there. But if you're also assuming the same assumption, action, you could be assuming that you're completely capable today. You could be assuming that you have everything you need. You've seen people with less get more, why not you? So my, my tip I always give, whether it's my creators I'm coaching or my audience I'm just speaking to, is like, just assume the best. That's the best thing you can do. Assume the $3 that you invest in that ad spend is going to make you a million dollars and have that energy with everything you do. Because it doesn't hurt you to not assume. It hurts you to assume the worst. It does not hurt you to assume the best. And I think that's actually what kicks off the momentum of success is like that assumption that like, you know what? I don't need a million yeses. I just need the one that's right for me and the right timing and like, why not? Why, why wouldn't that happen today? Like, let me assume it will.
- [47:28]
Abigail Pumphrey
Yeah, I get that same way about writing certain topics. I'm like, oh, am I? Can I even talk about that thing? And I went on a whim because Jay Clouse had said something really random on an episode I interviewed him on where he was talking about this particular person who's an expert in this particular genre of music. I forgive me for not remembering, I think it might have been hip hop or something. But he's like, this person wasn't an expert and then started writing. They became the expert by writing repeatedly about this particular subject they were interested in. And I am fascinated by this like change in the way people are consuming content from a search based world to like a large language model. And small businesses are going to be greatly impacted by the reduction in organic traffic. And so I was like, I need to know more about how to optimize to be recommended by AI. And then I started looking at my own stats and I was like, shit, I'm already doing really good at this. Like, what is why Is it working? And, like, reverse engineering that and then, like, talking about it. And when I started talking about it, people are like, nobody else is talking about this. And it's like, well, I'm not the expert. I just bothered to slow down enough to do the research, to figure out what's working and what you should do more of. And you can be a curator initially. You can become the expert over time. I don't know. I think people assume they have to know it at the beginning when you can just show up.
- [49:01]
Gabby Beckford
Yes. Showing up. I think I talk about that a lot in every story I tell. Even as far back as, like, getting scholarships for college is like, there was a scholarship I won that kicked off my whole obsession with scholarships where I just won it because I was one of the ten people who applied. Like, not enough people applied. And, like, that has. I've carried that with me through my entire life of, like, showing up. A lot of people don't even do that. So if you're gonna bet on yourself in any way, get into the room to start and, like, that will just validate you enough to be like, damn, I showed up and I got this, this, this, and it'll. That starts momentum just a little bit. Just show up.
- [49:39]
Abigail Pumphrey
Yeah. Okay. I feel like you just answered this, but maybe you have one more hot take on this. What's the easiest, like, most actionable step listeners could take right after this episode to start seeing results?
- [49:52]
Gabby Beckford
Hmm. I'll try to think of something else. I would say, ask somebody. Open up your mouth, make a post on social media. Talk to your audience if you have one. Talk to your colleagues if you have one, or if you have them. If you are feeling like you're alone in your business and your entrepreneurship and in your struggle right now, start a mastermind. That's one of the best things I ever did, was cold DM for other creators and be like, I respect you guys. You have something that I don't have. Whether it's like, success or a mentality or whatever it is. I'm like, can we get in a room? I think I have something that you don't have either. My delusion. And we can help each other. And, like, do you want to get in the mastermind? And they all said, yes. And we're in it five years later. And we've become such good friends and we help each other a lot with business, but it just came from me being like, I'm just going to strip off any sense of shame I have and just ask for help or try Something. So I think my. My tip or my action item from this would be if you removed every ounce of shame from your body, what action would you take? And you should just do it.
- [51:01]
Abigail Pumphrey
Oh. Oh. That gave me chills. I love it. Well, Gabby, this has been such a fun episode. I know. Very different from your typical normal content. So thanks for like going off the rails a little bit. Where can people connect with you online and find out more about you?
- [51:18]
Gabby Beckford
Yes, I would love if you connected with me on LinkedIn. Gave me a follow on LinkedIn. Gabby Beckford G, A B B Y B E C K F O R D. That's where I talk about things like this. I love mindset stuff. I love strategy stuff. Unfortunately, my. My luxury travel girls do not want to hear about my notion pages, but if you do, I will be talking about it on LinkedIn. So that's the best place to find me.
- [51:42]
Abigail Pumphrey
Well, you definitely the audience that will care about that is definitely listening to this episode. So you got their attention. Definitely. Go give Gabby a follow. If you haven't yet followed me on LinkedIn, please do me a favor. I would love some more followers over there. I'm excited about growing that platform alongside other powerful creators like Gabby. Thank you so much for today. I love today's episode and I hope you guys feel inspired and ready and motivated and. And maybe like you got rid of some of that junk that's just like been gunking up your ability to move forward. So I hope you enjoyed today's episode and if you did share it with a friend, tag us over on social media with your biggest takeaway. We'd love to hear from you. I hope you have a great rest of your day. Hey, a few quick favors before you leave. I'd love if you'd share today's episode, send it to a friend who needs to hear it and post on social. You can show us where you're listening from, your favorite takeaway, or why someone else should listen. Be sure to tag me at Abigail says and ossproject so we can share it. Okay. Second favor to get podcast updates and all the behind the scenes news from Boss Project. I'd love if you'd join my VIP list. Just head to bossproject.com signup to make sure I have all your contact details. Really love this show. It would mean so much to me if you'd leave a rating and review. It not only helps more listeners find the show, but allows us to bring on quality sponsors so we can keep bringing you this valuable content for free. Thanks so much for listening. Until next time.