In this episode, the guest, Carrie Wallis, shares her profound insights into the transformational power of marketing and the pivotal role of connecting with clients on a deep, genuine level. She delves into the three pillars of successful business, emphasizing the significance of connection, clarity, and confidence. Through relatable analogies and personal experiences, Carrie uncovers the essence of authentic marketing and how understanding one's marketing personality can lead to genuine connections with clients.

Guest Bio:

Carrie Wallis is a seasoned marketing expert who specializes in helping coaches, healers, and counselors craft messages that resonate with their audience and drive sales. With a background in counseling psychology, Carrie offers a unique perspective on marketing that focuses on genuine connection and authentic communication.

Key Points Discussed:

1. Importance of Creating Genuine Connections (Timestamp: 00:07:40)

2. The Role of Marketing Personality in Crafting Effective Strategies (Timestamp: 00:14:18)

3. Understanding the Language of Clients and Addressing Their True Needs (Timestamp: 00:19:00)

4. Connecting Authenticity with Attracting Ideal Clients (Timestamp: 00:20:48)

5. Embracing Change and Stepping Out of Comfort Zones (Timestamp: 00:27:01)

Main Quote: "

If you want something that you've never had, you need to do something that you've never done before."

Links:

Carrie's Website: https://enlightenusolutions.com

Get FREE access to Carrie's 5-day masterclass "You Can Succeed - Marketing Strategy to Get You New Clients FAST!" Click the link to enroll:

https://enlightenusolutions.com/you-can-succeed-special?am_id=yvonne8338

Welcome to the One Small Change, and I am thrilled

again to embark with you on this journey and exploration. I'm

your host, Yvonne McCoy, and I bring almost 30 years of entrepreneurial

experience and passion for discovering growth through the power

of seemingly small change. And I wanna thank you for taking your

time and joining me today on this entrepreneurial

journey. And this week, we're gonna be talking

with Carrie Wallace. And I wanna tell you, first of

all, I wanna tell you that this woman got up before 6

o'clock in the morning to be here with us

today so that we could share some information from her,

which is gonna be amazing, and it's gonna be worth it. And

so I hope that you will take what she has to say to heart.

And Carrie and I also shared another experience that we'll talk about later,

but with the, we're both on the Voices of Women

and, which is, Carrie, remind

me. What it's the national day women's day. Right?

International women's day. Yes. And there were, like, almost 300 women

speakers on that that event. So we will talk about that a little bit

more. So, Carrie, welcome, and, again, thank you

so much for giving up your sleep to be here today with

us. So tell us a little bit about what you do and what was the

small change that got you started and on what you're doing.

Beautiful. Thank you, Yvonne. Well, first of all, I would just like to thank you

for having me on this amazing podcast. I love your energy. I

know we've connected for a few times over the last few months,

and it's always a joy to speak with you and to hear your

thoughts as well. So coaches,

healers, counselors, hire

me to help

them craft a message that's gonna resonate

with their audience, engage their audience, and make

sales. Because I've discovered over the years that many, many

gifted professionals actually fear marketing

because they're unsure how to connect with their ideal

clients in a way that leads to sales. Bottom line, they

build a list of buyers when working with me and close over 50%

of sales calls guaranteed. So that's what I do.

And a small change, although it wasn't actually so

small, that made a massive difference and

massive impact in my life, was way back when

my children were really tiny and my business was

just getting started and I didn't really know the direction I

wanted to go in. And my husband was diagnosed with cancer.

Not so small a change. Uh-huh. And 1

year later, one ridiculously short

year later, he died. And it

was being Sorry. Left without out an inheritance

with 2 small children. A business that was generating

a very sporadic £2,000

Not even every month. I won't even say every other month. It

really was sporadic. It was being left in that

situation completely bereft, numb. I really

there were days where I couldn't even tell you if the sun rose. It was

just it was a

difficult time. And it was through that

experience and realising

I need to do something pretty quickly, or we're gonna

lose our house. And my children not only would have lost their father,

but we'd have lost our home as well, that I realized I

had to turn my business around. And I had to do it

fast. It was the impact of that

realisation that led me to

really diving into marketing, what marketing really was,

and how I could market a service, my service,

in a way that was consistent and would bring clients to my

business consistently. And that's what I

did. I studied a gazillion marketing courses. I had

coaching and and all the rest of it, but I

studied marketing. I became a certified copywriter, certified in

digital marketing, and I just looked at everything.

And I realized that so much of

marketing is so confusing to so many

people that it wasn't really surprising

that I hadn't a clue what I was doing. And it was through

that work that I pulled together my from strangers to clients

marketing system, and realized that the fundamental

principle of marketing is relationships.

And and, you know, it sounds it sounds

oversimplified, but changing from a

transactional relationship to

a relationship relationship, a

transformative relationship, makes all the

difference in the world. And, you know, it's it's

I had someone say this to me about a year and a half ago

and really started looking at how I was writing and

how I was saying things, and went, oh my god.

That's what this is so transactional. I mean, it it just

so it is a huge I mean, it it's it's a shift,

but it's one of those shifts that when once you see it,

it starts out small and then it just get it has a ripple effect,

and then it it it just gets bigger. 100%.

Can you can you give us I I also wanna say that,

you know, so often when when we have these situations

that knock us off our feet. I mean, because that's what happened to me in

2020 as I lost all my clients and needed to get clients fast.

And something else happened earlier when I lost the job and suddenly, you

know, it it like, it clears the decks. It clears the cobwebs.

And I think it kinda says to you, if I have

to start over for me, it was like, if I have to start over, I

wanna do something I want to do. Do you know what I mean? I need

clients and stuff, but, you know, what kind of

clients do I want? So let me ask you,

how does having a relationship with people

change the whole sales process? It's a great

question, Yvonne. And you're right. It sounds way

too simple and yet it isn't because how do you

build a relationship with somebody that you're not even talking

to? When you're starting marketing, they

are a complete stranger. They're out there in the ether and you don't even

know necessarily who they are. So

it changes everything

because I discovered that there really are just 3 pillars to a

successful business, Connection, clarity, and

confidence. And the first one, connection. That's all about

this relationship. And it's probably best explained

I have a story that I'll share, that will hopefully

explain why this connection is so so

important. And I was reading an

article about a maple tree farm in Ontario,

Hamilton, Ontario. And it so happened

that the owner of this farm, her name was Anne, was really struggling

with her trees. They weren't maturing, and they weren't producing the maple

syrup that they needed to produce. Bear with me. You may be thinking, what's

this got to do with marketing and relationships? Bear with me. I'm coming there. I'm

getting there. So Anne's farm, the trees on her

farm were surrounded. There was forest all around them,

and there were roads that were disconnecting

the trees on her farm from the trees on the, in the

forests around her. And there's an important

fungus that grows in the earth called mycelium, and the mycelium is

like a conduit for food, for nutrients, for water between

the trees. And what was happening,

because the trees on her farm were blocked from

reaching the trees in the surrounding forest, they couldn't connect. So the all

important mycelia weren't able to act as that conduit.

They weren't able to remove the toxins from the soil and

nourish the trees. Hence, the trees were really struggling.

And as I was reading this article, apparently, seemingly,

completely irrelevant to marketing, it occurred to me it's exactly

what happens with marketing. Most professionals,

most business owners, we are surrounded by people

crying out for help for our

services, for your service. And

if you are unable to create a connection with

them, you're gonna be like those trees on Anne's

Maple Tree Farm in Hamilton, Ontario. You're gonna be

there. You're gonna be surrounded by your potential clients,

but you won't be able to reach them. So connection

is absolutely vital. And if you think about it, we

humans are

a species. We're a social species. We need

connection to flourish, to grow, just like

trees need that. Connection under the soil in their roots

to flourish and grow. So then the question becomes,

okay, I get, I need to connect with potential clients. I

need to connect with people that I would love to work with, but how do

I do that? How can I build a relationship with a complete what

is

going on in their world? What it's like, what is going on

in their world. What it's like in their world. The problems that

they have. The issues that they have. Because

otherwise, if you just talk about you and where you're at

and what you've achieved, that's all about you.

That's you being that isolated tree unable to

connect with your audience. It's

only when you can talk about and understand and talk

about what's important to them, your

potential clients, that you have any chance of creating

that connection, that human to human connection.

And I think just just to add on to that, I think, you

know, it took me a while to

understand that the thing that makes

me me, you know, the journey that I've been on,

there are people who are on that same journey that I

can connect with so much easier than,

let's say, people that I've never shared the journey with. And

so that's the thing that helps you to get better

clients, I think, is when you are,

yourself. I mean, I, you know, I talk about the workshop that I do. And

when I first started it, I jokingly said I had, like, something

like 60 PowerPoint slides. And, you know, it was

like I practice it and I had my professional whatever on.

Right? And, you know, one of my

clients who was at the workshop said to me, I have to tell

you, the person that shows up at that workshop is

not the person I love working with. You know, she's

like robotic in the workshop. She's not being you

know, you're not being you. And now I'm down to, like, 10 slides of my

workshop, and I spend more time trying to interact and saying, what do

you need? Let's talk about what's going on, you know, that kind of

thing. And I think that's true for even something as simple

as networking. Instead of going into a

networking situation, trying to find a client, going

in and saying, I'm looking for opportunities to collaborate.

Let's Absolutely. Let's see see what we can do together. So can

you give me, some other examples? Like, you

said you had your 3 pillars. So we talked about we we talked

about, but we didn't talk about confidence per

se. So We haven't yet. So is there something you wanna

yes. Just before that, I want to pick up something that you were saying about

being being you. Because the second pillar is clarity.

And clarity is very much about processes and knowing very clearly where you're

going. And there's another key piece to

clarity that I discovered that most

marketing most marketing programs

misses, and it links very closely to what you were just saying.

And to explain this, it's probably easiest again to

use another analogy. Have you ever done a jigsaw,

Yvonne? In a jigsaw puzzle? A jigsaw

puzzle. Yes. Opposed to, like, a jigsaw. As opposed to a

a mechanical I I have done a a jigsaw puzzle.

I used to love doing them with the kids when they were little. In fact,

we still do them occasionally, and they're well grown up now.

Have you ever done a jigsaw puzzle, and you've got

all the pieces from the box, and you sit back to admire your

picture, and there's this gaping hole in the middle of your puzzle.

Well, that's kind of what marketing is like without this missing

piece. And that missing piece is your marketing personality.

Because there are, as we said at the start, there are a gazillion

different ways that you can market your services.

They are not all going to work for you.

They all work. They won't all

work for you. How do you know which ones to

use? That's your marketing personality. That's

identifying your and it's more than just

who you are. It's who you are and how you

convey your message, how you convey

yourself, how you make that all important connection

with people, with your ideal clients. And so I developed a

quiz, an assessment actually that goes quite

deep into I'm a professional counselor psychology

train. So it goes quite deep into the psychology of

you to identify what your marketing personality

is so that the marketing strategy that you then develop and

implement, you know is gonna be right for you. And that does

2 things. 1, it gives you clarity

in what you are doing in your marketing. You don't need

to worry about the strategies that aren't gonna work for you. You

can just focus your attention on the ones that will.

And the second thing it does, it enables you

to be you. You can be completely relaxed because you know that the

strategies you're using are right for the person that you are.

That relaxes you. You will be more authentic. You will be

more genuine. And guess what happens when you're authentic and

genuine? You attract people to you.

You become like that, and I don't like the word magnet, but I'm gonna

use it. You become like that client magnet. People

are drawn to you because they recognize

something in you that's in them, and that

again forms that in all important connection. Well, I

think the thing that's really interesting that I've learned is

that the more authentic you are and the

more you use the language that

is yours and appeals to people who have that same

issue, the easier I mean, I I find it myself when I

read somebody else's copy and they use some language that I use, I'm like,

oh, you know, they're kind of on the same track. And

what it does is is it helps to build trust because the

person the client says, they get me. They

see the world the way I see the world. So they can, you know, step

into my shoes or they've been in my shoes, and they can

absolutely help me to figure this out. And, you know,

and and in a lot of cases, what we're doing is where when you

clarify it, it streamlines what you're doing. So you're actually

doing more of the right thing and less of

a lot of frantic things. So you get to focus and it becomes

very clear what you're about, so I I absolutely I

absolutely agree with you. I don't want us to run

out of time, so I wanna take a couple minutes just to

make sure you have a chance to to give people just a couple of action

steps that they can take. Absolutely. I will

just quickly say the 3rd pillar being confidence,

which of course underpins everything else. If you don't

genuinely believe you can succeed, you're gonna

struggle. So nothing you might know all the what's, you might know the

how, you might have the strategy, you might have the processes. If you don't have

the internal world in alignment and

believing deep down, then you're gonna struggle.

So that's why my 3rd pillar is confidence. So let's look at

some simple steps, some simple actions that people can take that will start

moving them forward. The first thing I would always encourage people to

do is think about who. Who

is your ideal audience? And I

hear many, coaches and counselors when I first start

working with them say, well, I can work with everybody. Yes. You

can. Who would you love to work with? Who would

you be so excited to know that you have a

meeting with them that day that you're gonna bounce out of bed full of

energy. Those are your best

fit clients, and you really need to dive

deep, and it's beyond the, the standard

demographics go deep into the psychographics. What sort of person are

they? And they may be a reflection of you, but not

necessarily. So do that work. Step number

1, do that work and identify who

it is that you would love to work with.

That is so important, and I have to tell you that going into

the psychographics made a huge difference for me

in terms of who I wanted to work with. What's the next step? I

have a trash truck. I don't know if you could hear that or not. I

heard something. I didn't know what it was. So I'm kind of muting myself in

between. So give me your other two steps. Okay.

So the second step is then to be very clear.

Once you know who, what is their challenge?

What is their problem in their eyes? See

it through their eyes. Step into their shoes.

Hear their language. Hear their words. You mentioned a second

ago, Yvonne, that when you get an email and somebody use words that you

use, you instantly feel connected. You feel that somebody has

got you. Well, the way that you get that, yes,

you need to be authentic and you need to fully

understand what your ideal audience, what your best fit

clients, how they describe the problem. And I'll give an

example here. I do, I've worked with a lot of

relationship counselors over the years and coaches over

the years. And they may well know from their

perspective that in order to attract

the ideal partner, they need to work on their self

esteem, and they need to learn to love themselves. That's what they

need. When they're first meeting their

ideal clients, they

those clients, those potential clients don't know that that's what they need,

or they might not recognize it. They simply want to have a

good date. So do you see the difference? If you're talking

about what you think they need, the language is not gonna

resonate. So the step number 1, identify who. Step

number 2, learn their language. What is the problem

through their eyes? How do they describe it? What do they

want? And then you can use that

language in step number 3 in crafting your message

that is genuine to who you are and will resonate

with your ideal audience, and that will attract people to you. I

had a coach once who said, you

paint the door red with what they want, but once they come

in the house, you give them what they need. 100%. Yes. You know,

and and I and at the time when she said it, I was doing,

a lot of things that had to do with productivity. And

so for most people, they wanted time management, which

really wasn't the problem. Do you know? It was what you were spending

your time on, not how many blocks you were, you know, and how many

things you were checking up. And so I think that that's really, really

important. And I think the other thing is, I

think in terms of the marketing, is

there are enough clients to go around. And

coming not not coming from a a a scarcity

perspective, like, I have to get this client, you know, kind

of thing, will do so much for you. The right

client is willing to pay

more for your specialized expertise

because they don't have to go through this sounds terrible. They don't have to go

through that training process to get you, you know, caught up to to where

they are. And it's really funny. I mean, when I first started coaching,

I did a lot of tech guys. I don't know why, but they kept

referring, you know. And in terms of the perfect client, they always

paid in full. They have showed up for their appointments. I mean, there were so

many things that were really good about them. But when the engagement was

over, I was, like, so happy. I mean, I it was

like at the end, it was like, we just you know?

And so so it the difference between that and

having people that I really enjoy working with,

you know, that are really coachable in the way that I coach

is so fulfilling and so rewarding.

They get results, and I'm happy. I mean

That's exactly what I was saying just a second ago. Your best fit

clients, you're excited to work with them, and

they're excited to work with you, and you end up delivering your best.

And if you're like me, over deliver. I like to underpromise

and over deliver, and anyone that knows me, I think, knows that

that that absolutely, happens a 100%.

100%. You don't get that connection. So let's do this. Let's make

sure we tell everybody what the free gift is because we wanna make sure people

take advantage of that before we we close things down, before we

run out of time. Beautiful. I'm super, super

excited for this one, Yvonne. What I've done, I have a 5

day masterclass. It's an hour each day that

deep dives into those three pillars. There's a whole

day on confidence where you will get to

understand, k, what are those inner blocks? What has

stopped you getting where you want to get to? Why aren't

you at the level of success that you deserve to be

at? Whole day on that, and there's a whole day

on clarity, and there's a whole day on connection, and I show you

how you can get connection and clarity

in your marketing. Usually this master class

costs, and I'm delighted to offer it to your

listeners at no charge. Oh my

god. So the link will be below the video, I

believe, and it's you can succeed enlightenuseolutions.com/youcan

succeed special with hyphens between the words, but you'll see the link

below the vid. So, guys, you need to make sure you pick that up,

and take it because this your marketing

is your face to the world. You know, this is

how people see you. This is the what gets

them through the door so that they can get to not only know

you, but love you. And that's really you know,

clients that love you are is the biggest productivity tip

you can have because they stay with you, and they tell other people

about you. So that's amazing. Alright. So here's the question of the day that

I do at the end of each podcast. When was the last time you did

something new for the first time? It

was quite recently, actually, just a couple of years ago, where

I decided that, I didn't

want to fester away as I aged, and

I learnt to kayak. Now I used to be

a sprinter. That's way back when in my twenties, long time

ago. Kayaking on the beautiful rivers that we have here in New

South Wales is oh my gosh, it is such a stress

release. You cannot help but feel calm when you're on the waters paddling

away, so I learned to kayak. Love the water. I love the

water. So I'm gonna bring us home. I wanna make sure to

remind everybody to subscribe and share and then, you know,

engage in the podcast. You know, go to the main page and you can

get all the other, podcasts that I've done.

And this is kind of my way of giving back to this community and helping

you fuel your crest your quest rather for growth and impact.

And I hope that you're gonna join me for the one small change and go

on this journey with me and listen to a lot of our other podcasts and

and whatever exciting guests that we have coming up. So if I

were to ask you for, you know, your last words that you wanna leave

people with, would what would you say? Well, I'm gonna

quote, if you want something that you've

never had, if you're not where you deserve to be in your life or in

your business, you need to do something that you've never

done before. I couldn't agree

with you more. And on that note, I

want people to remember change can be simple, but it's not always easy.

It requires courage, resilience, and a willingness to step

out of your comfort zone to do something different, just like Carrie

said. So I hope you will join me with the one small

change again next week. And as always, I'm

gonna bring you an exciting guest. And until then, stay curious.

Harry, thank you so much. We're gonna be doing

stuff in the future together. I can see it in my crystal ball.

Thank you so much, Yvonne. It's been an absolute joy. Thank

you.