Revenue Recovery: Top Tips to Hit Your 2024 Financial Goals

Speaker: 00:00:00

jess--she-her-_1_07-08-2024_131440:

welcome back to another episode of

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the Deeply Rooted Business Podcast.

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My name is Jess, your operational expert.

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I'm here with my lovely co host,

Rachel, our marketing mastermind.

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Today we're going to be talking about

since we're just headed into the

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official back half of the year, halfway

done what to do if you're not hitting

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the revenue goals that you set for

yourself at the beginning of: 2024

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how you can really push in Q3 and Q4

so that you can end the year strong.

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rachel_1_07-08-2024_131440: I think this

is something that a lot of people are

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probably experiencing a very slow Q1

kind of pushed into a very chaotic Q2.

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So we're going to really try to reset

and be a little bit more intentional in

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the back half of the year while still

driving revenue because that's probably

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the most important thing as we are

trying to reach these big old goals that

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feel probably very daunting right now.

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So we'll break things down.

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Pretty simple for everyone.

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And then dive into some hopefully

actionable things that you can

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walk away from this episode with.

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jess--she-her-_1_07-08-2024_131440: Yeah.

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So we're going to take you through one

of my Favorite frameworks that I use

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when taking action in your business.

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And that is assess, align, and act,

or I think we have them here as

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like reflect, identify action, or

take you through these three steps.

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And if you didn't know, I'm probably

going to say that you should

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pause and do a quarterly plan.

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I was just.

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sharing with Rachel kind of how I

feel like I'm starting to get pulled

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in a bunch of different directions

and a little bit overwhelmed.

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And whenever I start feeling those

feelings, I know it's kind of like

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a time to step back and reset.

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And that's not my natural

tendency because it seems like

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I have a lot to do on my plate.

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I just want to keep go, go, going.

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I don't have time to pause and reflect.

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And all of these things, but

I know that that's just a lie

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that my brain is telling me.

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And then if I make the space to

have a quarterly reset or a seasonal

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reset with myself, then that's

just going to benefit me in the.

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Spaces of just mental clarity

and focus down the road.

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So I'm committing right now

that probably next Monday, I'm

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going to do my seasonal reset.

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rachel_1_07-08-2024_131440: Yeah.

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That seasonal reset was very,

very helpful last time I did it.

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And it set a bunch of goals and I

have been tracking my goals and making

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sure that I'm actually reaching them.

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But it's just wild.

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Cause that energy of \ , just pushing

through and not avoid, avoid, avoid,

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like just keep going kind of thing.

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But really this is one of the first

steps that we're talking about and

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is like slowing down and reflecting

is one of the most powerful things

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that you can do in your business by

just laying everything out, assessing

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the energy of what you're allowing

to continue forward and all of that.

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So we want to be auditing essentially

our inbound flow because if your main

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goal is to be I guess not inbound flow,

because I always say inbound flow for

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nurture sequences, but inbound audit.

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So if your main goal is to be converting,

need to make sure that the people

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coming into your funnel are, the right,

Person, it's the right prospect, the

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right awareness level and all of that.

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So just in this inbound audit, what

are some of the things that we're

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covering and kind of looking at

and breaking down so that we can

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go forward a little bit more clear.

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jess--she-her-_1_07-08-2024_131440: Yeah.

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And I don't even know if I would call it.

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I mean, what I'm thinking

of is like an inbound on it.

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How are people getting into your world?

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Are they converting at the conversion

points that you think they are?

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If you have multiple offers?

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Are there any particular offers

that are selling better than others?

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Are there any particular

offers that you're enjoying

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delivering more than others?

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Because It is important to

especially as someone who has multiple

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really different types of offers.

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I like to figure out \ , what

do I want to sell this quarter?

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Almost.

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And then are there any gaps or resources?

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In, delivering that service, any place

that can be simplified anywhere you

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can bring on more support that you can

eliminate, anything you can delegate,

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anything that you want to automate.

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So just doing a kind of Rachel

calls that a customer journey.

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I call it a profit flow, like

how the profit comes into your

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business of your entire business.

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And that's usually where I start with

most of the clients I'm working at.

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And I can Really see like, oh, we

need to turn this dial or tweak

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this or simplify this to really

make some good headway for the next

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rachel_1_07-08-2024_131440: Yeah,

because I do think if you're pushing

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forward and not really reflecting back

on things there's so many disconnects

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and it's not bad disconnects.

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They could almost just be like

two ships passing in the night.

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Like your ideal client may

at one particular stage, but

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you're kind of forcing another.

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stage of maybe offer

B in your offer suite.

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You're like, I really want to

sell this one, but your ideal

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client is actually living and

thriving and engaging in offer a.

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And so you're like without that,

stopping and listening to what's

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actually happening in your audience,

what people are responding to.

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Or even like the types of leads that

are coming into your space right now,

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you could just be missing out on a

lot of money that if you just shifted

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to a different offer in your suite,

that's already set up and everything

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that you could be capturing these

people that are coming in and are

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a lot more primed for your space.

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So, some of the things, tangibles that

you can be looking at in how leads

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are coming is like, what questions are

they asking on your discovery calls?

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Which resources are being actively

downloaded right now, and then

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really trying to understand,

where they're at in their journey.

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right in this moment instead of trying to

force and say, I really need to sell offer

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B when they're like, but we want this one.

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You know what I mean?

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So I would say that's the first step.

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Second step in reflect is really

diagnosing what the real problem is.

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So is it a, You're not

getting enough leads.

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So is it a funnel problem, an awareness

problem, or is it you're getting leads

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in, but you're not converting them.

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And that could be a conversion problem.

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So really understanding where

the problem actually is.

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And I say this all the time with AB

testing, where it's like, you're not going

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to be AB testing the inside of your email.

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If nobody's actually opening the email.

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The email itself.

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So understanding where your problem is

at is the biggest, time saver and can

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really put you on the right path so

that you're not wasting a lot of time.

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jess--she-her-_1_07-08-2024_131440:

That is so right, Rachel, because I

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have the tendency and I know I've shared

this before is like, I am a creator.

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I like to create, create, create.

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new offers.

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So if I am not making money

in my business, think you go

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where you're most comfortable.

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So my first initial reaction is

to always create a new offer.

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And you can ask Rachel, I probably

have like 50 amazing offers,

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but that's not my problem.

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That's not my problem.

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My problem is top of funnel.

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Awareness.

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So I am aware of this now that this

is a problem that I have a tendency

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to create and I was just sharing

with Rachel before we hopped on

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officially that I am really challenged

myself this quarter to not create.

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anything new.

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And to just reuse the offers or

resell the offers and the content

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because I have tons of content too.

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And I have like 18 freebies.

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Like I do not need to create anything new.

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None of that is my issue.

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My issue is getting in

front of more eyeballs.

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So that is my quarterly plan is to work

on top of funnel and not create anything.

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I'll listen to you on the back end.

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Even if I have an idea to do stuff.

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rachel_1_07-08-2024_131440: Exactly.

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jess--she-her-_1_07-08-2024_131440:

leaning into one that you're

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more comfortable with?

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rachel_1_07-08-2024_131440: I mean,

I have had, and this is so funny,

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I've had the same offer suite,

slightly evolved in deliverables

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and the ideal client and everything.

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But the exact same offer suite

for the last two plus years,

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don't really add a lot to it.

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If I do, it's not really

anything on my retainer side.

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It's more on my intensive side.

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Cause I'm like, Oh, this would be

a fun cash injection kind of thing.

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But I think, so my conversion rates

are always pretty steady, but my

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biggest lull is the creation side.

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So what Jess is biggest opportunity is,

is my biggest weakness because when it

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comes to like saying the same thing and

creating new things, I just get so like,

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why do I have to do that kind of thing?

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Even though I do it daily for my clients,

in their newsletters and all of that.

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So it's quite funny the things that

we resist in our business versus

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like the things that we know and

are actively telling our clients,

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because Yeah, I'm right there with

you, but we're aware of it now.

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Right.

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So we're going to hold each other

accountable that I will be more in

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create mode and you will be more in

conversion mode because you have all

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of the things that you need done.

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jess--she-her-_1_07-08-2024_131440:

All the back end stuff is built.

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I just need to shout it to the road,

put out more billboards that the stuff

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is here and it's available for you.

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And one of the ways I'm doing this and

this is moving into the next step is

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Align, so look at all your data,

both quantitative and qualitative.

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So quantitative, the numbers of

, what is actually making you money.

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And then qualitative is how you feel

or like the feedback that you've gotten

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from the customer and determining.

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And I think this is like the

number one thing is determining

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what you're going to sell, when.

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And I feel like that's, that

sounds so basic, but I think it's a

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fundamental step that gets skipped

when people are creating content or

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when people are planning their order.

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It's where I almost feel like

that's the foundational piece,

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but it just gets skipped over.

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I don't know.

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Maybe a few thoughts of why that

happens or that's what I did

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is I was like for this month.

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I am only selling and

maybe we get sick of it.

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You said you get sick of talking about it.

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I'm only talking about this thing and

I'm going to challenge myself to come at

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it from different angles because I think

what happens is people will start to talk

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about it and we'll talk about it for one

week and they'll be like, I didn't convert

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anything or I didn't get any leads.

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So it's either not working or they'll get

bored about talking about it and switch

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and it's really that predictable marketing

is what's going to build your predictable.

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rachel_1_07-08-2024_131440: there's

so many things where if you have

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a very expansive offer suite, you

have a little bit of FOMO about

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not talking about everything.

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But the most success I have seen is

when you really dedicate these sprints

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to each offer to kind of talk through.

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Like build up your awareness to the

problem, aware to the solution, aware

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to then getting back down into regular

engagement and educational content.

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But it's so funny because so many

people just blast out, Oh, this

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offer, this offer, this offer.

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And like the saying of a confused buyer

never buys is a hundred percent accurate

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because if you're blasting and they're

all really great offers, your ideal

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client could be seeing themselves in like

four or five different offers and being

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like, Oh, well, it's not really clear.

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what I actually need.

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And then they don't make a decision.

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at least for my clients, the

success I have seen is when we

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really break down their promotional

phases into a single offer sprint.

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Think of not a launch, but like very

much structured to a launch where.

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You're saying we're doing a

ramp up where then we're going

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to be actively selling this.

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And yeah, it gets repetitive, but

repetitive is like really where it's

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at with drilling it in, especially

with the time, like the attention span

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of current buyers and the amount of

information that they need in order to

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make a decision, people are no longer

making that snap investments or those

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kinds of decisions that are like, Oh,

I knew I needed this kind of thing.

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So there's a lot smarter buyers

and you really have to hit them

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around like 14 plus touch points.

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So like be repetitive.

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And that doesn't mean just post 14

times because not a hundred percent of

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your views or your, audience is going

to see every single thing you post.

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You have to be posting an exponential

amount of times in order for

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those 14 points to actually like,

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jess--she-her-_1_07-08-2024_131440: Yeah.

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And I think it's like completely

opposite that maybe in this is

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everybody, but what my brain wants

to do, I think we've been trained

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on getting immediate gratification.

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I posted this morning and didn't get any

likes or responses or anything from it.

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I'm like, this sucks.

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I suck.

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I'm going to scrap.

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in my brain, I was already

what else can we set?

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Like, I went into that panic mode.

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what if I focus on this all month

and like, I don't make any money.

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should I be focusing

on this offer instead?

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And it's like, yeah.

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But no, this is really what I want to do.

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And I just need to figure

out a way to message it.

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Or maybe people just need

to hear about it more.

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Maybe everybody's just busy because

they're coming off a holiday weekend.

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you have to give it its due diligence.

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being repetitive, actually, everyone

wants a more simple business.

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And being repetitive is

a more simple business.

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Rachel and I we're tag

teaming on a new client.

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I'm not going to say her

name, but like looking at our

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messaging, it's very repetitive.

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But it works we can see

her numbers and it works.

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the first time I went into the back end

of her business when I was doing her

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audit, I was like, I think I'm making life

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if this is what works.

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So yeah, embrace simplicity.

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Plan your promotional periods.

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I mean, do you recommend monthly week?

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what is your, like when you're

doing these single offer sprints,

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what is your usual timeline with?

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rachel_1_07-08-2024_131440: mean,

I think three weeks with one week

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of a ramp up really is that sweet

spot, but I'm pretty positive.

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We have an episode on this where we talk

about the various phases of your marketing

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calendar, where it's like that creative

and the promotion all of those things.

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those sprints are really, I think

in that three week window, because

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if you think about like, you're not

like actively launching, but you

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are just talking about your product.

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And I think this is something that,

and maybe this is just a little.

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Rant that I'm gonna throw out there

now where it's like so many people

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are afraid to talk about their product

Because they don't want to be salesy,

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but we are freaking businesses.

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We have to talk about our products We

have to talk about these things we cannot

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over educate and just give give give

give give until People buy from us like

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there needs to be Product promotion here.

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So it's really just important that like

you're going to feel uncomfortable if

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you're in that educational space right

now, or you're just overeducating.

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And then you transition to these

kind of like month long sprints

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where you're just talking to one

particular person about one particular

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offer and really understanding that.

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It's necessary.

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It's so incredibly necessary.

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So I would say if you're going to

start it three weeks of just active

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solution focused messaging and maybe

like one week, depending on how aware

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your audience is of problem awareness.

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jess--she-her-_1_07-08-2024_131440:

Love that.

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Yeah.

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and that's what you do that's like

the bulk of what your quarterly

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planning should be is planning

out your promotional periods.

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And then your projects stem from

what do I need to create to make

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this promotional period even

more effective for the most part.

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So that is our align is picking

what you're going to promote.

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and being consistent with it.

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And then it's all about taking action.

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And I think it's funny cause we

just talked about being repetitive

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and our first note that we wrote

for action or note was like, go

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back to what's worked before.

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rachel_1_07-08-2024_131440: I have

something to add to, So, really

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understanding those opportunities,

don't go into sales mode and I take

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back everything, what I just said

about, if you're going to go into

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these promotional sprints, don't

go into sales mode until you are

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aware of where your clients are at.

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So are your leads and your prospects.

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So understand is your messaging working?

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Is there demand for your product?

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how aware are your leads?

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Are you targeting the right ideal client?

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Know these things first before you

start hyping into promotion mode.

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Or else you could be in that exact

situation where I said earlier, where

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one client is ready for offer B and

you're promoting offer a, and you're just

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two ships in the night kind of thing.

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So I know we did an episode, which I

really think it would be really powerful

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to re listen to and understanding what

the four reasons why your offer may not

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be selling now and go back and break down.

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That is just proactive measures before

you go into a promotional period.

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: 00:16:09

jess--she-her-_1_07-08-2024_131440: Well

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I think there's like the way to

like quickly gauge that is like,

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okay, have you sold this offer?

317

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But you just want to sell more

than your messaging might is

318

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probably dialed in if you've been

able to sell it before, like it's.

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validated.

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: 00:16:21

If you have not sold your offer at

all, because it's a new offer, or

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maybe it was an offer and it's just not

resonating with your clients anymore,

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then go back and listen to episode.

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That why your offer isn't selling and

then go into your promotional period.

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And if it's a brand new spanking offer,

you could probably listen to that episode

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and make sure that you're like hitting

all of those key points before you

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start promoting it, but also just know.

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if you're experimenting with a new

offer, I am experimenting with a new

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: 00:16:48

offer that is because I have already

hit my revenue goals for these months.

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And anything with this new

offer is going to be land.

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Yeah.

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: 00:16:58

Y'all know what land yet means

a little something extra.

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That's a new Orleans term, icing on the

cake and other parts of the country.

333

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So that's when it's a

good strategic place.

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: 00:17:07

If you're calling Hold to a new

offer to start creating a new one.

335

: 00:17:11

Don't do what I did at the beginning of

the year and create a new offer and try to

336

: 00:17:15

sell it when you need the money, because

that's just coming from scarcity.

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It's not a good book.

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: 00:17:21

So I actually Launched a new offer in

the very beginning of the year, wasn't

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: 00:17:23

working, wasn't dialed in for whatever

reason had to go back to selling what I

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: 00:17:27

originally was selling the original way.

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: 00:17:30

But now that I've built myself

like a little revenue runway, I can

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: 00:17:33

experiment and have some more fun

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: 00:17:35

rachel_1_07-08-2024_131440: so just had

to place that disclaimer there first, So

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really understanding the key systems in

your business that are actually working

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: 00:17:45

and continuing those things instead

of scrapping and starting from scratch

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: 00:17:50

and kind of doing all of these things.

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: 00:17:52

So really being consistent in what

works is super, super important.

348

: 00:17:57

So that's like, if you want to

be able to get referrals in,

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: 00:18:02

reaching out consistently for

your referrals is absolutely key.

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: 00:18:05

Like, that's something I feel like I miss

out on so much because my clients never

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: 00:18:09

leave me is that I'm just like I don't

really have anybody to super tap into my

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: 00:18:14

clients are always like referring me out.

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: 00:18:16

But if you have a referral system, if

that's something that works for you,

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: 00:18:20

making sure you're doing that super

consistently, if you're selling, let's

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: 00:18:24

just say or pitching and pitching works

for you doing that consistently and

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: 00:18:30

systemizing it so that you're not kind

of just Dropping what's working and going

357

: 00:18:34

and trying some new shiny object syndrome.

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: 00:18:37

jess--she-her-_1_07-08-2024_131440:

The next step is , after you finding

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: 00:18:38

what's working is then to , if you've

identified the opportunity, like mine is,

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: 00:18:43

topple funnel awareness conversions, then

figuring out where those friction points

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: 00:18:47

are, and being able to systemize that.

362

: 00:18:50

why do I create all the content and

it never leaves my Notion is basically

363

: 00:18:54

the question I've tried to figure

out , how can I make sure that it

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: 00:18:56

leaves my Notion and, that's where

setting up systems, automating and

365

: 00:19:01

delegating have really, like, I don't

know why I didn't hire VA longer.

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: 00:19:07

rachel_1_07-08-2024_131440: For so long,

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: 00:19:09

jess--she-her-_1_07-08-2024_131440:

I was listening for so long.

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: 00:19:11

She's amazing.

369

: 00:19:12

And like my literal goal this

month is how can I make more money?

370

: 00:19:15

She edits this.

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: 00:19:16

So how can I make more money so I can

get her for more hours I'm working on it.

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: 00:19:21

I'm working on it hard gel.

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: 00:19:23

rachel_1_07-08-2024_131440: So,

really focusing on what's working

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: 00:19:25

and doing that and systemizing it

so that it's optimized the second

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: 00:19:29

thing I would say to , actionably,

you know, Generate more sales is by

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: 00:19:34

really improving your conversion rates.

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: 00:19:37

So if you know where your conversions are

not happening and a lot of people don't.

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: 00:19:43

So if you don't, that's totally okay too.

379

: 00:19:45

But if you know where your

conversions like aren't happening

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: 00:19:49

or if you have visibility on that.

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: 00:19:50

So when I typically sign a new client

and we set up all of their tracking

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: 00:19:55

and everything, I'm seeing usually from

their email list, somewhere between like

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: 00:19:59

a two and 3 percent conversion rate.

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: 00:20:02

And that's the lowest hanging fruit

that we can do is kind of like jump

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: 00:20:06

in and say, let's optimize this

messaging and let's get it to eight.

386

: 00:20:10

We don't need to improve the

amount of people that are

387

: 00:20:13

coming into this current funnel.

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: 00:20:15

We just need to improve the amount of

conversions happening from the funnel.

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: 00:20:20

So it's like, keep doing what you're

doing to get the people there,

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: 00:20:24

but let's improve the messaging.

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: 00:20:26

Let's improve the call to actions and

get that conversion rate higher because.

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: 00:20:30

The audience is there.

393

: 00:20:31

They just need to be converted properly

So that means AB testing your engagement.

394

: 00:20:36

That means AB testing,

certain types of messaging.

395

: 00:20:40

And when people get here, AB testing,

they get very, very overwhelmed

396

: 00:20:43

by it, but it's literally saying

the exact same thing, but you're

397

: 00:20:45

breaking it into two different ways.

398

: 00:20:48

So if you have very analytical buyers or

you have very emotional buyers, putting

399

: 00:20:52

an analytical message versus an emotional

message and seeing how well they do

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: 00:20:57

can give you so much insight into why

you're audience takes action and what

401

: 00:21:03

you can implement across the board.

402

: 00:21:06

So that you can have better engagement

and ultimately better conversion.

403

: 00:21:10

So it really is just one of those

things that it's less work, but it's

404

: 00:21:15

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