Rewild Your Business, Ep. 5, Sales & Marketing, TRANSCRIPT
Rebecca Gunter: Hello,
Gill Moakes: Stoned Fruit World. Welcome, welcome back to this mini, mini series. Actually, quick aside, I'm going to tell you a funny story about mini series. For ages, on Netflix, where they describe things as a mini series, I kept reading it as miniseries. And I've, for about three months, I was thinking, what's a miniserie?
A little side for you there. Okay, so we are on week five, part five of rewilding Stoned Fruit. So this is where our host of Stoned Fruit, Rebecca Gunter, has allowed me into the hot seat. And she has become my willing co conspirator this week. And let me coach her live on this little mini show where we have gone from her vision through her goals, we've looked at her positioning, we started looking at her offers last week, and this week we're going to, by the end of the show, touch on sales and marketing.
But in the same way that we've done on each of the previous episodes so far, we're going to start this episode by going back, actually back to, we're going to start by recapping on her positioning, because she's done some more work on that. So let's get The final version, because this is what we're sharing with you here is the process week by week, but of course, things are ready when they're ready and Rebecca's positioning is now ready to share the final version.
So that's really awesome. And then we're gonna look back at her homework that I set her from last week, which was to review her offer ecosystem. And I've got a feeling she's been putting in some pretty good work on that this week. So I'm excited to review that with her. And of course, once we're clear on what the offers are, what the customer journey is what Stoned Fruit sells.
Then we're going to decide what are the feel good marketing strategies that are going to work for this business that are really going to move it forward. So that all of those goals we talked about in episode two or episode one, I think maybe we can go back and look at those through the lens of what we are selling.
And make sure that everything is aligned, that everything's coming to life. Okay, Rebecca, let's do it. Hi, I'm Gill Moakes. I'm a business coach and mentor and the host of the Heads Together podcast. I help ambitious freedom seeking entrepreneurs. Step into who they really are and create wildly profitable businesses doing what they love.
Rewild Your Business on the Stoned Fruit Roll Up is a six part documentary. It's a reality TV series for business, if you like, where I'll be taking my business bestie, Rebecca Gunter, the founder of Stoned Fruit, on a journey to define success on her terms.
Rebecca Gunter: Hi, everybody. I'm Rebecca Gunter, Peach and Chief at Stoned Fruit.
I'm a brand strategist, developer, and copywriter.
Gill Moakes: I want her to start regenerating time and energy for herself. And we're going to do that by rewilding her business. By cutting away what doesn't belong, to allow what does to thrive.
Rebecca Gunter: The biggest challenge in my business right now is how freaking over complicated it is.
No one knows what to buy from me. And I need someone to help me clear, clear the forest and help me re, replant the seeds that actually have a functionality and a purpose.
Gill Moakes: So over the next six weeks, we'll be deconstructing the idea that there's only one right way to do business. And my goal is that by the end of the series, Rebecca will be crystal clear and completely confident owning her own unique ecosystem.
Rebecca. Am I right in thinking you've been pretty busy over the last week since we, uh, since week four of the miniseries? Uh,
Rebecca Gunter: well, I guess I better take it seriously because you're putting in so much work coaching me, and I think you might be a little bit tired in our regular coaching sessions. Of all of the boo hoo hooing, and ready to rip off the band aid and do something about it.
And so, this week in my homework, I felt like I turned a little corner. It felt less just overwhelmingly oppressive in trying to figure it all out when I'm so close to it. And now I'm energized, so I got my purple Sharpie out. I'd like to remind the folks at home, we're doing a six part docu mini series called Rewilding Stoned Fruit, in which transformational business coach and my business bestie, Gill Moakes, is putting me in the hot seat.
She said she was in the hot seat, but I'm really in the hot seat uh, for this very special kind of entrepreneurial experience in which we're ripping up my resume and starting again. And I'm excited to have you here, Gilly. Thank
Gill Moakes: you. I am always excited to be here. So thank you for having me. Thank you for letting me be the boss.
So, um, like I said in the beginning, I want us to, um, go back two steps. And this is, this is the process, isn't it? This is the process. It's okay. So here we are, this is what we need to do. Then it takes a little while to get that ready, but we don't stop moving forward. We keep moving forward. And then we go back and back fill each time when we need to perfect something, we go back.
Oh, okay. Now it's done. So we're going back to positioning. To begin this one.
Rebecca Gunter: I think it's important to note that for folks who are either using this video series to do their own version of rewilding. And Gilly, you're going to have something more, a more formal program for folks who want to go on this solo retreat.
Is that not true? Yes. Tell the folks at home a little bit about what they can anticipate in doing this on their own with your Um, through your processor, through your program.
Gill Moakes: Absolutely. Yeah, this is going to be a, I'm calling it a solo virtual retreat. Um, it's going to be called rewild your business. So the same name as, um, as the show here.
And the format of it will be that it's very intentionally hands off from me. You're going to get prompts, you're going to get information, you're going to get guidance, you're going to get reference material, you're going to get signposts, you're going to get templates, you're going to get things that you need to do this work.
But very, very intentionally, you're going to go away and do it on your own, in your own time, without input from a group coaching program, without input from any coaching, because there's actually some fundamental work here. And it sounds crazy, you know, coming from a coach, which I know, um, to say that actually there are some things that at least this.
When you're feeling like something's Misaligned. So like you, Rebecca, you know, this isn't your first rodeo. You haven't just set up your business, but you were at a place where it was just not feeling quite as aligned. I
Rebecca Gunter: felt like I bought myself a job, Gilly. Right,
Gill Moakes: exactly. And actually I think, um, for people who are at that point going away and taking some time out, and I encourage people who, who buy this, um, program to actually.
Get the login info, get everything lined up and then go book yourself in a hotel for a weekend. Or if that's not possible, at least put a do not disturb sign on your door and get some, get some quiet time, work in the silo, all the things we're told not to do. Get your purple sharpie out. And the, and because the problem is if you are inviting in other perspectives constantly, you're drowning out your intuition.
And there are some things, particularly in that beginning work, where we're talking about vision and goals and what you really, really want from your business. Those are, those are things that actually having time and space to think about them on your own is really important. So that's why I've created that.
That's why we're running through this as a kind of, this is, for me this is brilliant because this has been such a great way for me to validate, um, that this process works. Doing things in this order works. Um, and so far so good, right?
Rebecca Gunter: So far so good. It's, I definitely, uh, Ship the idea. It's not how you're supposed to use that word.
Rebecca. I'm definitely validate the idea that this is work you should do alone. Um, to true to be as true to yourself as possible. You have if you can release the anxiety or liberate yourself from what someone else will say in response to your work, you can be a lot freer with it. And I think it's super important to acknowledge as you did the top of this show.
That this is sometimes it's two steps forward. One step back, you know, it took me a long time to hash out this positioning statement and you know, I could even come in here next week and revise it again. It's not, um, a process where you kind of take that step and then the door closes behind you and you can take the next step, you know, sketching out your customer journey and your offer ecosystem is no joke.
It's going to require a lot of refinement, I think.
Gill Moakes: You're so right. It's a true evolution. And we know that every phase of evolution is informed by what's going on around you. You know, it isn't a once and done. It's not a, um, oh, positioning. Finish that then. I'll never look at that again because that's set in stone.
It's not like that. It doesn't work like that because we change all the
Rebecca Gunter: time. If only it did. If only it did. Yeah. How can people go and find out more about your retreat and, um, what do you want them to do next?
Gill Moakes: So, at the moment, I just would love them to reach out to me by email. Good old fashioned email.
Just email Gill, so g i l l GillMoakes. com. That's my website there that, um, Rebecca is holding up there. Um, but actually, also, if you go on and download any of the resources on my website, um, you will Automatically hop onto my email list and then you'll be kept abreast of it anyway. So, yeah, so there's the vision and goal setting bundle, which will form, um, you know, that's a really great introduction to this kind of work anyway.
So that might be something we started here.
Rebecca Gunter: If you've been here. Episodes one, two, and three, we were in this workbook and that was my homework. That's right.
Gill Moakes: Yeah. Even uJillyoey. Even us. That's it. Okay, my darling. So get onto the email list because that's where I always keep everyone in my little circle updated with this kind of stuff.
Rebecca Gunter: Excellent. All right. So I can show that. Oh my goodness. Of course. That is the point of this show. Keep it meta and keep it moving, baby. Momentum.
Gill Moakes: Oh my
Rebecca Gunter: God. I love that. Also is, um, evolution. What happens in the. Miniseries. What is it again? The minis, the miseries, the
Gill Moakes: miniseries, the miniseries, the miniseries
Rebecca Gunter: happens in the evolution.
Gill Moakes: All
Rebecca Gunter: right. So last we left our heroes, we had, um, reviewed one, two, three versions of a positioning statement. We had landed that version three was. Really close, but we needed to judge the because only, but it was really close. So when I got into it to judge the because only and get close, I ripped it up and started from scratch again, as I am want that's W O N T to do.
So now I have a version for, for us to consider. Would you like me to read it out loud?
Gill Moakes: I would really love you to read it out loud.
Rebecca Gunter: Okay, alright, alright. Indeed, thank you. For status quo smashers, idea factories and problem solvers with big business energy who need words that work, Stoned Fruit is the brand voice articulator, creative content agency, and copy shop co op that brings your reputation to life and amplifies your rallying cries.
and sustainably sticky brand voice, the literal incarnation of your one of a kind positioning, messaging and core values, and delivers content that connects because people only buy into what they believe in.
Gill Moakes: That was my mic drop moment. I just adore this positioning for you. I absolutely love it. Can I call out a few of the things I love and why
Rebecca Gunter: please, you c you certainly can and thank
Gill Moakes: you.
Well, it's, I'm gonna try and not let it be all of it, but um, the first thing that jumps at me, big business energy, that's my favorite part. Big business energy. People who will love. Working with you who will want to buy your words, words that work, have big business energy. This, you are not for the shrinking violets out there, right?
Or the get ready to get readiers. Or the get readiers. The get ready to get ready is right. This is you are for the activators, the activists and the activators. And I just absolutely love big business energy there. I think that's brilliant, brilliant, brilliant. Um, the other thing I love is that you have now killed off a darling.
And you've, you'll call it, you are making what you do or what Stoned Fruit to be. This is important what Stoned Fruit does. Very specific brand voice, articulator words that work. Creative content agency, words that work, copy shop co-op words that work the entrepreneurial activator in you. is, is how you do what you do.
The coach in you is how you do what you do. It's what sets you apart from every other copywriting agency out there. But as you always tell people, this isn't the time to get overly clever. Say what you do. Brand voice articulator.
Rebecca Gunter: Also, I think we could move all that entrepreneurial activization, is that a word?
To the Rebecca Gunter personal brand.
Gill Moakes: Yeah, absolutely. Yeah. And Rebecca Gunter can bring that into Stoned Fruit. Correct. And it isn't what Stoned Fruit is.
Rebecca Gunter: Correct. I think. Stone
Gill Moakes: Fruit is a creative content agency. Here's where
Rebecca Gunter: I'm begging for validation. Right, right, right, Gilly? Yes! Breathing in, breathing out.
I do have the naughty word in here, but I paired it with messaging and core values to give it context.
Gill Moakes: Exactly. And, oh my god, that's hitting the nail on the head. It needs context. Without context, it doesn't mean much to other people who aren't in the brand world.
Rebecca Gunter: Agreed. You definitely got
Gill Moakes: away with it.
Sticky brand voice is amazing. Um, the literal incarnation of anything works for me. I wouldn't have cared what came after that. The literal incarnation. And it's
Rebecca Gunter: using the word. Not in the pop culture way, but in the true to form way, it is the little incarnation. My favorite part is that people only buy into what they believe in because, although I love big business energy, it works like people will only.
By the words that you sell, if they believe in it, people will only buy into your ideas and your calls to action if they believe in it. And by the way, you are also people. So if you don't believe in you. You're not going to live the brand. You're not going to embody it. It's not going to be your literal incarnation because you don't believe in it.
So it
Gill Moakes: closes many levels.
Rebecca Gunter: That's what I know. I I've won. It works on so many levels and it's not more clever than clear.
Gill Moakes: Um, the other very literal way it works as well is yes, it's about buying into something, so believing and trusting and, and, um, embracing, but also. Buying. People won't pay money to your clients if the words they use to sell what they do don't work.
Simple as. Exactly. Full stop. Full stop. Or as you would say, period. Period. Period. Oh
Rebecca Gunter: my god. That's what you would say, period.
So good. Okay, well that really puts that
Gill Moakes: to bed, I think. I think it does. And it does for now. Stoned Fruit will evolve. You'll evolve. But I think this is now your North Star. This positioning statement is your North Star. And it now means that any offer That you sell under Stoned Fruit needs to answer to this, the people that you serve via Stoned Fruit need to fit this the way you market needs to fit this, you know, so I think I'm just so glad that you've, you've absolutely nailed it.
Rebecca Gunter: Well, how easy is it? Let's just make a case for a positioning statement. How easy is it to market when you've got all the, oh, okay. Smash, go smashers, idea factors, and problem solvers. All three at once addressing each single one on its own. What is big business energy? Bring your reputation to life.
Amplify your rallying cries. What is a sustainably sticky brand voice? Literal incarnation. Why is your position messaging and core values? One of a kind, what is content that connects and more about the idea that people only buy into what they believe in. So it's easy peasy. Anyone
Gill Moakes: who has. Done positioning work with you should never be saying, I don't know what to post.
I don't know what
Rebecca Gunter: to write about. And that's what creates a brand new universe. And that's why I think world building is a part of what we do here. But I did strip it out. I did kill my darling on word building. Word and world building. Yeah,
Gill Moakes: yeah. I really like this so much.
Rebecca Gunter: It's great. I could not be more happy to have your approval.
And, you know, as you said, we may evolve, but finally I was like, okay, I think this is it. I get all the pieces feel right to me. I think this is it.
Gill Moakes: Absolutely brilliant. And so leading on from this, if you could leave, leave it there. Oh, sorry, because What Stoned Fruit brings to the market is offers that bring your reputation to life, amplify your rallying cries in sustainably sticky brand voice, positioning messaging core values.
Content. Content that connects. That's the thing. So that's what Stoned Fruit delivers. Content that connects. So I'm really interesting now. Against the back. Interested. I am really interesting. But that's not what I meant to say. I agree. I'm really interesting now.
Never know. Did in now is seeing how you went from this to sketching out your ecosystem, which is what the homework was for last week. Um, and I think you've prepared a little bit of show and tell for us. I have,
Rebecca Gunter: so let me get to our proper slides, but I just want folks to. You know, really, um, embrace the idea that you don't have to do this all in an air table.
You can, you know, just get out a couple pieces of printer paper and your purple sharpie and, uh, and do the thing. So I guess the best thing to do, Gilly, is to read it out loud? Question mark?
Gill Moakes: How do you want to proceed? Yeah, I think so. Just, I mean, talk us through as you read it. So rather than just reading all the labels, I'd love you to kind of explain Why are these like shaped like arrows?
What does that represent? And um, yeah
Rebecca Gunter: But before I started that work folks at home, I did an exercise where I really um Also sketched out how someone would go along kind of with the awareness journey, if you will, when they first, you know, kind of step onto your platform, maybe they're visiting your website or you're seeing you on, um, You know, your YouTube channel or LinkedIn, and then kind of moving through kind of a content consumption journey all the way through to like onboarding, welcome service, off boarding, et cetera, to frame my thought process around the big picture of like, what's actually, you know, attracting people, where do they come in, where are they in their own journey?
So it's worth it, I think, to even take one step further back. And, um, think about somebody from the very first time their eyeballs land on your brand until, you know, the onboarding rinse and repeat. Okay. So also, Gilly, I did my triangle with offers here. So everything's really. Contextualized, uh, within the idea of a freemium, a low ticket offer, a high ticket offer, and also premium offer as per my homework assignment.
Okay. So what I did was create kind of a linear experience, although I do believe that it's not completely linear, that. You can kind of attack something from several aspects of the color wheel, but from a maturation standpoint, this is what made sense to me in the very beginning. I just kind of have a stage and then across the top I've done an arrow to show where they'd be evolving into if I had my druthers or how I think a brand can fully develop.
So at the beginning of every stage is an existent and the beginning of it all, in my opinion, is an existential crisis of not really being able to either articulate who you are, you know, really see who you are, you know, needing someone to facilitate and hold up a mirror to what's happening underneath that Gilly, the offers that I have nested are coaching workshops and mastermind moving forward.
The next stage is defining the brand. So first you're in an existential crisis, then we're defining the brand. Underneath that offers could be a define your brand workshop, a brand book, positioning core values, the three statements, positioning mission. And vision. So those are some large scale sketch outs.
Also I put look and feel here because if you're evolving your brand, you want a new look and feel I can partner with a designer and since we're branding ourselves as an agency, that collaborative piece nests here. If somebody needs a look and feel like with Lauren or with Calvin. Okay, so you've had your existential crisis, then you've defined the brand, then moving from there, you're either going to align or revamp the assets that you currently have, or you're going to create a new digital World of assets or you're going to do a combination there in so in between define the brand and align Uh, and then your assets I have um strategy stage, which is coaching, but I almost forgot about it So I put it down here with a little bit of an arrow Which just reminds folks at home that like you can forget that your true differentiator hasn't been baked into the process enough So I came in at the last minute and put coaching there so Existential crisis to find the brand coaching, which is really strategy brand strategy.
And then you'll work on your assets from that is website copy, whether it's rip and replace or starting from scratch, a LinkedIn profile, makeover slash social nurture sequences, social platforms. Yep. Yep. Yep. Yep. Okay. Love. All right. From
Gill Moakes: there. Can I just say, um, can I just interrupt a minute and just say that this feels so, um, clear and it feels like completely and utterly refined down into what the journey people actually go on.
So I am loving this so much from there and I have nothing bad to say.
Rebecca Gunter: You'll get, you'll find something from there. I have a ramping visibility slash platform building. So a blog, you know, a branded concept, not just, you know, blog, but what is the blog? What's the point? Like a very, you know, a fully realized experience, blog, newsletter.
Podcasts, live streams, substack, a book or keynote. Oh, from there, then you'd really be into funnel building. I think sales pages, landing pages, sales, emails, opt in confirmation, nurture sequences, and then whatever the thing is, the download, this, the, you know, the challenge, whatever the media pieces. So from there, you have the existential crisis, you've defined the brand, you've gotten a strategy, you've brought all your assets in alignment to a branded universe, now you're going to really put some effort into your platform or your visibility, whether that's a book or a newsletter or a keynote talk or whatever it is.
Now you're going to start pushing funnels and funnel development, getting, you know, building your list and making sales for specialized experiences. And from there, you can move into a full, I call it the branded multiverse, which is, I think, full fat coaching. Which is strictly coaching on living the brand, embodying all of these ideals, walking the walk and talking the talk.
And then you could go back to square one for your next project.
Gill Moakes: It's so the full fat coaching is the enlightenment. If we were going back to the, you know, the, um,
Rebecca Gunter: uh, the enlightened brand.
Gill Moakes: So there are so many analogies for this. I, I'm, I've got Launch grow Scale in my head, I think you have possibly just unearthed your, your absolute USP unearthed your edge. This is your framework because I love, love, love this. It's an absolute perfect progression. So the existential crisis, so can I give you some
Rebecca Gunter: feedback?
Please and thank you in advance, I don't expect I got it
Gill Moakes: perfectly. So, existential crisis, I think we need to just make sure that language at this stage is meeting them where they're at. Does it feel like an existential crisis to them? No. It probably feels like, I can't get the right clients. I don't have enough money in the bank.
Rebecca Gunter: Or a pivot. I think it's very struggling around a pivot. You recognize it's time to change something.
Gill Moakes: Yes, yeah. So existential crisis, yeah, it could be that it needs to be a little more accessible for what people are really feeling. Like the call of the pivot or
Rebecca Gunter: something. Yeah, pivot power! Da da da da da da.
Gill Moakes: Right, right. And I think that stage is all about Naming it, isn't it? It's naming how you're feeling. It's naming it so that you can see what you need because until you see that you need to redefine or define your brand, you will never come up with the right answers. You'll stay in the existential crisis.
So this is what I love the most about this, by the way, is that every single one of these pillars feeds the next. So next one is define the brand. So this is all the really foundational work. This is really the next step. A lot of this is the brand strategy. This is really getting to grips with the foundations of the brand.
Isn't it? The
Rebecca Gunter: brand voice and the brand voice articulation.
Gill Moakes: Yeah. Um, Huge, huge, huge, huge. And then I love how there's this kind of two options for them next. It could be that after redefining or defining their brand, it is so far from where they were, their only option is to create a completely new digital world.
For themselves. Um, or it could be that it is more of just a realignment of their assets. So I love that you've called that out. And showed that there were two options around that. The work is pretty similar. Would I be right in saying that?
Rebecca Gunter: You would get what it's like the difference between brand new website copy and rip and replace is that with rip and replace, I'm working with a finite amount of like, Real estate in words so that the lift of revamping your website is only copy and paste versus brand new, where I'm kind of strategizing about the flow of content, how the information is organized.
Like I'm starting from scratch versus working within a system. But other than that, we're writing from scratch.
Gill Moakes: I really, I love calling out the difference there. I don't think you need to call out the difference in your framework, because actually I think it is about aligning the assets it's aligning or realigning assets and your process and what you bring to that.
Is the coaching around which they need to do. That's where they're going to need some help. I'm taking
Rebecca Gunter: notes, podcast
Gill Moakes: audience. Yeah, yeah, yeah. Um, so I really like that. Can we go back to sharing? Of course.
Rebecca Gunter: Yes. Of course we can.
Gill Moakes: And just for the neatness and beautiful flow of this framework. Um, I quite like it if it was just one pillar.
But I do like the call out of it. Difference there. And then it's platform building. And this is, you know, this is huge because let's think about marketing as a whole, which we're going to come on to, you know, marketing is not as complicated as people make it out to be. It's about visibility, lead generation and sales.
And this is where. Okay. You've built your brand. What are you going to do with it now? What are you going to do with that beautiful brand that you've just built, including these beautifully aligned assets? Well, you're going to use it to ramp up your visibility and to generate leads for your business. And how do you do that?
You do that by having an original content platform, whether that's a blog, a podcast, a YouTube channel, all of that needs words, words that work. So this is so. Gorgeously aligned with the concept that we talked about in a previous episode of this miniseries, um, which was about, which was about how what you do make is what makes marketing work.
And that is this, this platform building with your support with the words that work is what will make marketing effective. So I absolutely just love that. And then what comes after that lead generation and, uh, sorry, that visibility. Well, it's the lead generation and the sales. And that's exactly what your next phase is, which is through landing pages, opt ins.
Nurture sequences, sales pages, all of that is about getting people to raise their hand and say, yes, I'm interested. I'm going to opt in. I want to be kept abreast of what you're developing. I want to be one of the first to hear about it when you have something new to sell. And so that for me is the absolute, yeah, perfect, perfect, perfect progression.
Of course, if someone has that nailed. If someone has nailed making consistent sales within their business, they've absolutely nailed how to grow their business, which is why we market our businesses so we can grow them in a way that feels good. What do they want after that? And this is where this final piece comes in this coaching because for me.
People have a choice. Once they've got a business that is working, obviously, every single business is a work in progress. You never get to the end of the end of it and say, Oh, excellent. I don't have to do anything. I'll just sit back and count my money. And
Rebecca Gunter: isn't that the best news
Gill Moakes: ever? Isn't that the best news ever?
Because that's why we do this, because we bloody love it. But also, I do believe that when someone has In time, because remember this, this isn't an overnight thing. People going down this journey of exquisite brand messaging and absolutely robust marketing strategy and sales strategy, you know, it's not an overnight thing.
It takes time, but when they come out the other end of that, they're ready to make a decision whether they're going to scale this business or they want to start another project. And that is what that. Coaching at the end is going to absolutely be the final piece in that, in that framework puzzle. I'm blown away by this.
This is so, so good.
Rebecca Gunter: Did you know I had it in me?
Gill Moakes: Yes, absolutely. Of course you had it in you, but sometimes you're, you know, your brain works fast and also you are very, very customer centric. Client centric in your business. So you don't tend to put anything above delivering to your clients. So I get why sometimes it's really hard for you to make space in your business, to sit alone and do this kind of work.
But may I ask you, how did it feel to get this caught on paper?
Rebecca Gunter: Hopeful is honestly the best word I can come up with because when you really bought yourself a job, maybe it's a cool job, but. The job I bought myself has just the worst boss I've ever had. She's uncompromising. She gives her no vacations.
She's so demanding. Just a terrible boss. Uh, it can feel like when, when The real vulnerable moment is questioning, when will this ever pay off? It pays off in that, you're right, I am so client centric, that when I'm really great at vetting a client, it hardly feels like work at all, because like, yeah, we're so into it, but It also feels like just so many opportunities are lost on the left on the table.
There are other leads out there that I meet that I think would be fantastic fit. And yet I can't seem to get it going because I don't have a clear offer and people don't know what to refer me for. And then all of this is just almost like entrepreneurial energy that's just on the hamster wheel. And something Paul King calls like the, I think he calls it a tug teeter totter between, you know, The work that you love and finding the new client and it feels, can feel hopeless.
Like, Oh my God, when is this ever going to even be sustainable where I'm not, you know, juggling my finances to make sure that I can add one, you know, simple. Team member or invest in, you know, a small project or get something done professionally. And it always feels so angsty. This work has made me feel like hopeful.
Like, okay. Okay. Customer journey. Okay. All the things you should do that you actually never. Sit down and do, and you can start to imagine the benefits of having all this stuff mapped out, you know, like you are here to find the brand.
Gill Moakes: You are here. Oh, now what? I can never. You are here slider. A you are here slider, imagine one of the things that I've used a lot in discovery calls with potential new coaching clients is my own little MOOCs, MOOCs method framework, which takes people from, you know, vision goals, vision goals, brand.
What? Oh God. This is model marketing systems. Yeah. Right. And. I love the idea of a you are here slider along that and this is, I've just noticed something that's not on here that I think should be on here. Yes. Face studies.
Rebecca Gunter: Oh man, that's under assets. Don't you, don't you think?
Gill Moakes: Yep. Absolutely. Website copy.
I guess you could call it, but I think it deserves a call out of its own because a really, really well written case study is such, does such a heavy lift for you.
Rebecca Gunter: You're 100 percent correct. I remembered about case studies in when I started this and then I forgot about it, so thank you. Yeah. Under assets.
Gill Moakes: So once you've done this. Which you, Rebecca, have done so well and sketched out this customer journey. You can so easily see what comes next. Okay, so what are the offers that actually deliver these things?
Rebecca Gunter: Well, um, Well, how would you want me to start? Do you want to, do you want me to talk about this pyramid that you asked me to design or show you some offers?
Gill Moakes: I think so. I'd love to talk about the pyramid first because then I think the final thing is the actual offers. But, um, just for, for those watching, um, obviously what you don't do is go away and try and create an offer for every single one that delivers on every single one of those things under each pillar in one go.
Right. So there has to be an element of strategic planning here around, okay, where are people coming to me usually in the first instance, the where do most people come to me? What are they ready for when most people come into my world? So that's what I would tend where I would tend to use that to prioritize.
And also, Okay. In terms of like, lots of people do this in different ways. So I like the pyramid because for me, it makes sense. It's got that, that wide bottom where it's about volume, um, and it's lower price going right up to the tip of the pyramid where it's low volume. High price. So I think Rebecca has sketched out her version of that, haven't you?
I
Rebecca Gunter: did. Yeah. At the very bottom of my, sorry, I don't have it in the slideshow. I could, but it was, it was taking it this way and reorienting and I ran out of time. Okay. I mean, that's just the truth. All right. So at the very bottom of my period is freemium. Next is low ticket. As you defined to me last week as offers that are 2, 000 or less.
The next piece of the pyramid is high ticket, which I'm defining as 10, 000 or less. And at the very top of that, I have premium. So that's a 30, 000, 50, 000 a year value client. Okay. And the freemium level, I have things like You know, free coaching, which I do. Mm-Hmm. . A book, webinar, live Streams, DIY stuff.
Gill Moakes: So just to clarify, when you say free coaching, you mean on a discovery call, for example, or a breakthrough session or a brand session.
Rebecca Gunter: Or you can, or you can come and get free coaching on the stone for rollup, apply [email protected]. You can apply there and come on this show and get free coaching. I encourage
Gill Moakes: everyone to do that. And of course the show itself is a freemium offer.
Rebecca Gunter: And the, yep, I do have live streams on here.
Gill Moakes: Oh, perfect.
And the reason that I always want people to include their free offers in the bottom of that pyramid, just to be clear, is because free offers have to be marketed. Just the same as paid offers have to be, and so many people forget that they, you know, you can't just have a platform and it'd be free and then people flock to it.
You have to tell people about it. You have to market it. You have to give them a reason to want to tune in, right? So, um, yeah, I love that. Can you, would you mind listing them out again for me so I can process as you're reading them?
Rebecca Gunter: Free coaching, book, webinar, live streams, DIY stuff. And I would imagine maybe the opt ins go here too, like Branthropology 101 and Seasoned Advice.
Um, things like that.
Gill Moakes: Yeah, all of your free offers need to go there. And in the spirit of rewilding your business, if you find that you've got 30 free things and they're a little bit scattered and they're not really all speaking to the same people, and they're kind of like not really the perfect runway for the next thing, which is the low ticket offers.
Then it's time to actually prune those and get rid of the ones that aren't aligned. So just doing this exercise, mapping out what you've already got and spotting where the gaps are is really, really helpful.
Rebecca Gunter: Thank you, Gilly. You're welcome. Okay. Under the low ticket pyramid, I have define your brand workshop, LinkedIn business, which I normally price at 2, 500, but I'll.
Put it under 2000. I made a low ticket offer. LinkedIn, LinkedIn business page, or a short version of your LinkedIn profile. I can't do the entire thing nose to tail for under two grand. There's no way landing page, uh, a sales slash promo emails and VIP days. Oh,
Gill Moakes: a VIP day! Would you have done 2, 000?
Rebecca Gunter: Uh, well, um Is that one to one?
What would my coach say? Yes, it was one to one. VIP half day, VIP third of a day, VIP 90 minutes. I'm not really sure, but
Gill Moakes: I feel like I think it depends what the value someone would get out of a VIP day with you. So for me, if it was a VIP day and I had you to myself for a whole day and let's say that we call that six hours and I had your brain for six hours just working on my brand, I would expect to pay more than two grand for
Rebecca Gunter: that.
Okay. Let's move that up then. Thank you. See audience at home. I was trying to be accessible and I
Gill Moakes: shot myself in the foot. Can you see, but also can you see how the perception of the value of a whole day of your, you know, your time is, you know, that's, it's not representative of the value that you would deliver someone in that amount of time.
Rebecca Gunter: Maybe there's some sort of one on one thing that's low ticket, like entrepreneur therapy, one off, some sort of 90 minute thing, or I'm not sure. But, um, If, if there's a way to get my attention and still be low ticket, question mark.
Gill Moakes: I want, that's, I, I really like the idea of that being your discovery call.
That's your free session with you, you know, like, um, you know, the really important thing with a free session, free coaching on the, on the show or a free call with you, but they have to apply for that. So it's free, but they have to apply for it because what we want to do is make sure that you're only gifting that time to someone who has the potential to become a great client because you're aligned.
So we need to make sure you're aligned before you get on the call with them. So I think an application only. Session with one to one session with you. That's maybe like an hour or 90 minutes long.
Rebecca Gunter: 90 minutes for sure. It takes 20 minutes just to soften just for people
Gill Moakes: to feel safe. But I think that's free.
That's free. As long as it's application. Okay.
Rebecca Gunter: I moved it down to the freemium level. See audience at home. This is why Gilly's process really works because you can see it all from a top level. Yeah, yeah,
Gill Moakes: you really can.
Rebecca Gunter: Is there anything else you wanted me to put in low ticket?
Gill Moakes: So can you remind me? We've got LinkedIn business page.
Yeah, I
Rebecca Gunter: can do
Gill Moakes: a landing. Light version of a LinkedIn profile.
Rebecca Gunter: I could do. Yep. I can do a landing page where it's just, you know, single, like an offer page. Almost. Maybe that's too much. Uh, define a brand workshop to me should be in this range because this is the thing.
Gill Moakes: That's right. So what I was just going to say was in terms of fleshing out that pyramid, I would love you to go back to your pillars and really pull out as many things from there as you feel would sit in that below 2000 level and put them all in that tier.
Rebecca Gunter: That's
Gill Moakes: a good idea. And all of the things that are above that go in the tier above. And then what we'll also do then is look at the, all of the things that are in that low ticket tier and see what could be bundled up into a higher ticket offer. So as a really good example of that, let's say someone comes and they just want, um, a landing page design because they have a specific thing that they want to create a sales page for.
Let's say that if you were to say yes, you can definitely have that and it costs eggs, but also you can bundle that up with, um, you know, a website audit together with a nurture sequence for the, to tie in with this sales page. I mean, to be honest with you, a sales page and a nurture sequence of the obvious bundle.
You know, for that social, but also, also then you go the other way and think, well, hang on to that. What about a webinar? So what about webinar slides plus sales page plus nurture sequence? That's a, that's a funnel right there. That is a funnel. In its own right, you know, and and so it could be then you think, okay, so what's the whole funnel there?
It's a webinar registration page. It's webinar slides. It's the sales page and then the email nurture sequence. That is a very natural bundle. So that would be a webinar. Sales funnel bundle and each one of those things in the bundle, you can put a price tag on and some of them will sit in the low ticket offers, but if they want the full bundle, then it's probably next year up.
Rebecca Gunter: It is for sure.
Gill Moakes: But can you see how if you go back to that? So as part of homework for this week is going to be about going back to those pillars, pulling out all of the different things. But as many kind of, you know, that concept we had about the copy shop co op of buying things off the shelf, putting some prices on things that could be sold as individuals, but then bringing together these really lovely enticing bundles, because why would anyone just want copy for a sales page?
It's like that in isolation is it's like buying. I don't know. I can't think of a really good metaphor. I'm usually good with metaphors. Can't be good with metaphors. But you get my point.
Rebecca Gunter: It's buying a single hot dog with no bun, relish. With no
Gill Moakes: bun, no onions, no relish. It's a hot Gilly. It's actually worse.
It's like just buying the bun. Ha ha ha.
Rebecca Gunter: Ha ha ha. No hot dog, no bun. No meat. Yeah, because there's no meat. Okay, so what's next, Gilly? You have 15 minutes
Gill Moakes: left. So, homework to be clear. Business model. So we can't even think about sales and marketing until we know what we're selling. So, um, homework for this week is to revisit, get really clear, ideally on a shareable slide, the pyramid with all of the different bits that you've pulled off of that framework and slotting them in and bundling them up.
Bundling them up into what makes sense. So for example, positioning, messaging and values is a bundle,
Rebecca Gunter: right? Yeah. Like the three and the three statements could be a bundle positioning, mission and vision. Yeah. Those could be
Gill Moakes: a bundle. And I think there's going to be a few things like that. And don't try and do it through the eyes of your clients.
What are they going to resonate with? Thinking of what they want. So the webinar one, such a good example, because there are so many people for whom a webinar funnel is such a great way to sell something. If you're selling something that's around 1500 to 3, 000, right. Recording a free masterclass or webinar, getting people to register for that.
And then really kind of giving them value on the webinar. And then in the last sort of 20 minutes of the webinar, positioning what it is you have to sell and inviting them to go to look at the sales page after they finish on the webinar is a great way of selling things in that kind of price range. So.
For someone who want, who wants to leverage that strategy to sell their thing, their program, their, um, mid tier offer, having being able to come to you, Rebecca, and say, Okay, I really want to do a webinar, but I don't know where to start with this. And I don't know what all the parts are. Okay, well, it's a registration page.
It's webinar slides, there's some discovery around that, you know, it's the sales page that you send them to afterwards. And then it's other little bits as well. It's things like, okay, the copy for the thank you page when they've registered
Rebecca Gunter: the confirmation emails,
Gill Moakes: the confirmation email, the emails just before the live thing.
And then it's also, what about the emails that come after three months and after six exactly. Where you're going back to the people that, because most people on the webinar won't buy from you on that webinar. Most people won't buy, but a lot higher percentage when it's three to six months down the line, if you've been doing a good job of nurturing them on your email list, and then you go back to them and say, Hey, maybe now's a better time, right?
That could be a whole different story. So, so that would be a great offer for you would be a webinar bundle.
Rebecca Gunter: I like how you say bundle.
Gill Moakes: I love bundle. I love bundles. I'm really into bundles. I have a vision and goal setting bundle on my website. Love it. You know, another one could be a podcast bundle. Show notes.
The podcast description. Um, there could be all diff, all sorts of things that you could um, come up with for that. You know, the weekly email that she has about podcast
Rebecca Gunter: also developing with the podcast, the concept, the positioning around that, that landing page. I mean, we can go on
Gill Moakes: and on. Honestly. So that's what I want you to do this week.
I want you to think about all of the itty bits and pieces. And then when it comes to actually thinking about the offers. Then I think it's really coming up with these bundled together solutions because people aren't really shopping just for a landing page, they want a solution. So I'd love you to think about it through that lens.
And then as well, because this week was really ourselves a marketing week. What I want you to do is once you've got those in mind, I also want you parallel to that, to do a little bit of work around what feel good marketing might mean for you and. Really, all I, all I'm worried about you doing this week is, is being honest about what your non negotiables are in terms of marketing.
So what are the things that, as far as marketing is concerned, you know, don't feel good to you and you're not going
Rebecca Gunter: to do them? Facebook and Instagram.
Gill Moakes: There we go. So you're not going to do those. So we're going to get really clear on what you're not going to do, but we're also going to get really clear on how your ideal clients consume.
This is no point in. Um, you know, having, for example, a blog, if your clients are not readers of blogs. So we need to get really clear on that. I think they are, but yeah. And also I would, that was a terrible example because I would urge everyone to have a blog. It, this, I would love this to be one of your offers would be a blog writing service because every single person who is in charge in any way of a website.
Should have an active blog that is bringing traffic to your website and has the ability to have a call to action in it in every single article. If you haven't, you're literally It's madness. Madness, I tell you.
Rebecca Gunter: I just wanted to hear you say madness a second time.
Gill Moakes: Madness, I tell you. Oh my
Rebecca Gunter: god. It's a, it's a miniserie.
It's the
Gill Moakes: miniseries.
I've got the
Rebecca Gunter: miniseries. Better log off then.
Gill Moakes: Oh, I'm having an attack of the miniseries.
Rebecca Gunter: In the South, in American South, we call those the vapors.
Gill Moakes: I'm having a little attack of the vapors. So how does that feel for homework this week? Are you clear or do I need to go and I feel like
Rebecca Gunter: I need to mind map this motherfucker. Yeah. Like I need to be able to move pieces around and kind of reconfigure.
Definitely. I know there's a piece of software out there for me to kind of get off the
Gill Moakes: page. There's software out there for Post it notes. Post it notes are really
Rebecca Gunter: good for this. Oh, yeah. Good call, Gilly. Good call. How are you feeling as Master Gardener in all of this, in this process?
Gill Moakes: I am feeling really great.
I'm feeling really great. Um, I think what you did Over the last week has been absolutely phenomenal, and I really hope that people watching can see how this is getting tighter and tighter now, so it's going from being unclear around what the business actually is, who it serves, and then that positioning statement that Rebecca unveiled today, I think was Thanks.
That's going to be so pivotal for her. And I think this framework that she has come up with, right. So let's look at that framework, right. And, and look at this. If we go back to the positioning a sec, I just want to, um, nod to that because look at the sticky brand voice, amplifying your rallying calls, positioning, messaging, core values.
And delivers content that connects because people only buy into what they believe in, right? So if Rebecca can now, for those status quo smashers, idea factories and problem solvers, come up for them with offers that absolutely deliver these delicious packages of solutions for what they're trying to do.
Are they trying to get visible? Well, okay, maybe it's the podcast package. Maybe it's the blog package. Maybe it's the YouTube package. Are they trying to generate leads within their business? Okay. Is it the webinar funnel package? Is it the um, freebie opt in package? Um, is it the case study? Um, is it buying and having a really great case study created, right?
So you can see how, when it comes to marketing your business, what Stoned Fruit is going to be delivering is the assets for that marketing process that actually work, because I can tell you this for an absolute fact, most marketing fails because the messaging is off. And that's, I have absolutely no doubt about that.
That is why most marketing campaigns fail. Two reasons, either the messaging is off or the person is too impatient to give it a chance to work. So, if you've been at your marketing for a while, you're still not seeing results, I will guarantee it's going to be a problem with your messaging. And you knew Rebecca.
Rebecca Gunter: Yeah. Yeah. I agree. I agreGillylie. This is an exciting part of the series. I'm so sad. Next week is our last one. I love it. This has been the Stoned Fruit roll up as rewilding Stoned Fruit. It's been a special. Miniseries, Doc, miniseries, miniseries, miniseries. Rewilding Stoned Fruit has been a small six part mini series within the Stoned Fruit Roll Up.
We've been hosted by Transformational Business Coach and my business bestie, Gill Mooks, who's joined us all the way across the stream yard screen to help me help myself. Um, Get better at, at business stuff, get rewilded, get rewilded. Just before we sign off, Gilly, tell the folks at home what rewilding means to you.
Gill Moakes: Rewilding is, uh, it's come to, I've kind of expanded what it means. So at first it was all about for me when I was very intent on simplifying my business. So rewilding was all about cutting away. It was about cutting away what doesn't belong to allow what does to thrive. So, um, things like, for example, business models, you know, I see so many people with a business model that has so many offers in it and there's no logical, um, order to them.
There's no logical, do this next, um, pattern to their offers. Um, so rewilding would be about, okay, what if, what if you went all in? On a couple of offers or on a very streamlined process that took your client from here to here and it made complete sense and it was simple and you know, that's why I coined this term doubt if I coined it to be honest, but why I use the term be while you're in your business is that.
It was all about simplifying, but more recently I've brought a different kind of dimension to it as well. And I think this is very much been about, you know, obviously, you know, that we brought unapologetic treats to life this year. And, um, I think there's an element of rewilding. Your business and by that, I mean, revisiting the wild dreams you had at the beginning, so it is about it's just as much about bringing to life the full fat version of your dream business rewilding the vision.
You know, being unapologetic about going for what you really want, but also keeping it laser focused, simple, the offers that your ideal clients need, clarity on serving one kind of client, all of the things that when you simplify them, they amplify your results. And that's what brings the wilder visions to life.
So that's why you bring my vision
Rebecca Gunter: to life. You bring my vision to life, Gilly. Aww. Alright, tell the folks at home where they can find you one more time.
Gill Moakes: Yes, GMoakeskes. com, it's up on the screen right now, and you can email me at Gill at GillMoakes. com, or you go to my website, like I say, opt in for any of the freebies, that'll get you on my email list.
And then you'll get to hear about all sorts of things. You can also listen to me every Monday on the Heads Together podcast, which is, uh, on everywhere that you listen to podcasts, basically listen to the Heads Together podcast.
Rebecca Gunter: We will see you next week on the roll up with the final episode of rewilding Stoned Fruit, when we talk about systems and still marketing and et cetera, et cetera.
Right, Gilly?
Gill Moakes: Yeah. Yeah. What we'll do is we'll pick up, we'll look at homework from this week. We'll pick up on, uh, marketing and sales, and then we'll just at the end, we're just going to talk about systems and things that can make your life easier and make it very doable.
Rebecca Gunter: Sounds grand. I love you, Gilly!
Gill Moakes: Love you too! Thank you so much for having me!
Rebecca Gunter: darling.
