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15 | The 3 Biggest Mistakes Stopping Your Growth
Episode 1522nd June 2023 • Women in The Coaching Arena • Joanna Lott
00:00:00 00:13:13

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If you're a coach whose growth is not as fast as you want it to be, listen in to see if you are making one or all of these mistakes.

The most valuable lesson? Focusing on one thing, building relationships, and avoiding shiny object syndrome.

Shiny Object Syndrome [00:01:10]

Joanna talks about the common mistake of wanting to do all the things at once, and how it can hinder the growth of a coaching business. She advises focusing on one or two marketing channels and being consistent.

Not Mastering One Thing [00:05:55]

Joanna discusses the importance of having a clear and compelling coaching offer, and committing to one specific coaching offer. She encourages coaches to create a signature coaching offer to stand out in the marketplace.


Forgetting that Relationships Build Your Business [00:08:32]

Joanna emphasises the power of building relationships with everyone you meet, and how it can be a vital part of attracting business. She advises being helpful and kind to everyone, and not being attached to the outcome.


Biggest Mistakes in Coaching Business [00:11:50]

Joanna talks about the three biggest mistakes that can hinder the growth of a coaching business: shiny object syndrome, not mastering one thing, and forgetting that relationships build your business.


High Touch Mentoring Program [00:11:50]

Joanna shares how she can help avoid these mistakes through her high touch mentoring program, the Business of Coaching, which offers step-by-step guidance on building a coaching business.


Call to Action [00:12:50]

Joanna encourages listeners to connect with her on LinkedIn or Instagram, share the episode with a friend, and leave a review.


Useful Links

The Business of Coaching programme

Connect with Jo on LinkedIn

Download the 12 ways to get clients now

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If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com

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Transcripts

Speaker:

Hello and welcome to Women in the Coaching Arena podcast.

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I'm so glad you are here.

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I'm Jo Lott, a business mentor and ICF accredited coach, and I'm on a

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mission to help brilliant coaches build brilliant coaching businesses.

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In this podcast, I'll be sharing honest, not hype, practical and

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emotional tools to support you to make the difference that you are here for.

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Microphone (Samson Q2U Microphone): Hello, welcome to the 15th episode,

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a women in the coaching arena.

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I'm so glad you're here.

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I'm your host, Joanna a Lott.

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And today we have a powerful episode lined up for you.

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So I'm going to be talking about the three biggest mistakes

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that can hinder your growth.

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So listen in and see if you are making any of these.

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They are super easy to make.

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So the first one is shiny object syndrome.

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So one of the most common mistakes I see amongst coaches is wanting to do all

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the things all at once, especially when they're first starting out, you want to

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have a low cost membership and an online course and a group program and one-to-one

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and retreats and all of the things.

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And it's really, really hard to do all of those things at once.

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But you only really know that.

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I think when you've tried to do it and you start to learn how much marketing

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is involved in each and every one of those things, hence why now I

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have one thing that I sell, which is my business of coaching program.

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Whereas when I started out, I did the same.

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All of the online courses, all of the different things, the talks that this,

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that the group program, the one-to-one like wanting to give all of these

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different solutions because then maybe they could find that perfect thing.

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But what I failed to realise is that each one of those things

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takes a lot of marketing.

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So you can't market all of those at once.

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For example, You would want to do a campaign.

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So for example, if you're running a webinar, You basically

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have to promote that webinar every single day for two weeks.

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So then you can't sell maybe your high ticket program or anything

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else that you're trying to sell.

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So in the end, you start to realise that less is more and less is what

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creates a super successful business.

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What Shiny objects syn -drome can also do is make you jump

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from one strategy to another.

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Without really giving enough time to see real results.

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So for example, if you decide that webinars are going to be your way of

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bringing people closer into your world.

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You might hold one webinar and then think, okay, I've done that.

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Now.

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I'm going to try something else.

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Rather than hold that same webinar five times over a six month period or so.

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To really see if you can get more people to attend, if you can make

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it higher converting, how can you make it more engaging and really,

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really work on making that one lead generation strategy really, really good.

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So that's another way you can do this and you will notice any top performing coach

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doing the same thing again and again.

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And they may have a huge team, but they will still run the same webinar.

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Week in, week out, they're doing exact same thing because even with all of those

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resources, you still don't have the.

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Energy or resources to do more than two to three strategies at once.

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So, what can you do instead?

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I would encourage focus and consistency, choose one or two

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marketing channels that really resonate with you and your target audience.

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If that's social media, maybe go all in on one platform, you could possibly

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schedule to another platform, but you just cannot be everywhere and engaging and

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giving it your all in all of the places.

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So I would highly recommend picking one person to sell to one

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thing that you're selling a one platform that you're selling on.

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Especially when you first start out before you have maybe an assistant

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or other people helping you.

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But even when you do have an assistant and other people helping you, this

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is a really, really solid strategy.

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Maybe for you it's networking.

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So you can make a decision as to I'm going all in on networking.

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And here are the appropriate places that I'm going to show up at regularly.

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Success comes from depth, not breadth.

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Especially when you don't have that huge team of finance people and marketing

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people and social media managers and all of the things that you really need.

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To be able to run a seven figure business, which is what you end up often

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comparing yourself to when you start.

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Realizing that when they started, they didn't have all those resources either.

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And they probably just started just the same as you slowly, slowly

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building up that audience and building up the growth that you

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can achieve as your business grows.

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So the next mistake I often see is not mastering one thing.

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Having a clear and compelling coaching offer.

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Signature program, which I talk about often, which showcases your expertise

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and delivers outstanding value to your clients is a really great way

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of standing out in the marketplace and gaining expert status quickly.

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However most coaches make the mistake of not committing to

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one specific coaching offer.

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They do a little bit of everything.

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Just like we talked about earlier.

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Trying to cater for everyone's needs.

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And this approach dilutes your brand, but it also confuses potential clients.

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So I run a program called offer to market three times a year.

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And if you want to do that program, the next one is in September.

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But essentially what we do is we choose one thing.

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And we create an entire campaign around selling that one thing, because it does

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take a psychological approach and a step-by-step here is the buyer journey and

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here is how they're going to buy my thing to really effectively sell your thing.

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So I would challenge you to create one signature coaching offer.

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If you want my help doing that.

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That's exactly what I do in my program.

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The business of coaching.

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We really nail your niche really effectively.

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Your signature coaching offer really effectively to really.

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Package your genius up into intellectual property, which helps you to stand

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out in the marketplace and then you learn how to effectively market it.

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And sell it.

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And create an amazing customer experience.

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So by committing to that one offer, you will position yourself

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as an expert in your field.

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And attract clients who are seeking your unique solution.

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Remembering that we buy to move away from pain or move towards pleasure.

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So we don't buy a nice to have we buy an essential thing that

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is causing us so much pain.

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Or we are so desperate for this solution that we decide

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to make a purchasing decision.

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The third mistake I often see is forgetting that

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relationships build your business.

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So a pitfall I see is neglecting the power of building those relationships.

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Dismissing how valuable people can be to you because they perhaps aren't

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in your niche and things like that.

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So you forget that actually building relationships with absolutely

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everyone you meet is a vital part of happiness in life, but it's also a

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vital part of attracting business.

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Because as coaches, our success relies heavily on the trust and

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rapport we establish with our clients.

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But it doesn't stop there.

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It's about everyone, you know, really supporting you and being clear on what

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you do so they can refer people your way.

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And this is a huge stumbling block.

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I see often for the people that I work with, I say, have

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you told people what you do.

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Yeah, but I kind of get a blank look.

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And then I think, yes, because you are perhaps saying.

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I'm a coach or I'm an executive coach or I'm a leadership coach and people

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are like, oh right, that's nice.

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But versus here's exactly how I can help these type of people.

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And then they know exactly how they can send those people your way.

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So I provide clear templates with exactly what you need to say to help

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people, not just swipe past your email or message and actually take action

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to help you to build your business.

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And I think also not being so attached to the outcome can really help.

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So often it's like, well, I don't want to waste my time going to a

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networking meeting and I hear you.

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I don't want to waste my time either.

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It's our most precious resource.

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But you are going to have to try lots of different approaches to see which one

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suits you and your personal strengths.

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So, yeah, you will waste a lot of time going to networking meetings

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and doing things for free when you first start, I did talks at

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universities and for businesses.

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And I met up with old colleagues.

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I hadn't seen in like 12 years for coffees and all of it felt like, oh my gosh,

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like I just need some paying clients.

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But to get paying clients, you need to build relationships.

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So it's really great to start to enjoy building those relationships.

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What I used to say to myself all the time is how can I leave this person better?

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Then before they came into contact with me.

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So I would always be wanting to make sure that they are uplifted.

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And I still want that with every interaction I have.

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So it's about your energy and how can you find them the most interesting

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person enough for them to actually want to ask you what you do?

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Relationships are the life blood of your business.

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So go all in, be as helpful as you can to everyone, you know?

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Send them articles, thoughtful things.

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What can you do to really show that you love and care all of the people

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around you, and then they will start to love and care for you back.

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And your business will grow as a result.

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So they are the three biggest mistakes stopping your growth.

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Let me summarise today's episode, so firstly, we talked

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about shiny object syndrome.

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I would suggest sticking to a couple of marketing strategies on repeat so you

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can really test and refine and hone them.

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So you are an expert and gain a repeatable lead generation system.

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Second become a master of one.

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Go all in on the thing that you want to be known for that one

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package before you try and start creating so many different things.

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Because mastering one package marketing it really well takes

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a lot of time and energy.

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So go all in a, be a master of one.

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And thirdly, focus on relationships.

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Be the most helpful, most kindest, most loving person you can be.

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And your kindness will come back to you.

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I encourage you to reflect on these three mistakes and

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take actions to overcome them.

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So, which ones are you making?

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If any, I would love to hear which ones resonate with you and what

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you're going to do differently as a result of listening to this podcast.

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So do drop me an email on joanna at Joanna Lott.

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coaching.com.

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Or send me a message on LinkedIn.

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I would love to hear which biggest mistakes you're making and what you're

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going to do differently as a result.

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And if you want my help guiding you step by step through your business

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building journey, that's exactly what I do in my high touch mentoring program.

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The business of coaching.

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You will get my eyes on your offer, your niche, your website, your

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LinkedIn profile, all of the things.

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As well as step-by-step training and the support and love and care that

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you need to build your business.

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You can find the details of the program in the show notes and see if it's what

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you need to grow your business right now.

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And like, I always say, trust yourself, believe in yourself and be the wise

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Gardner who keeps on watering the seed.

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Thank you so much for listening to this episode of Women in the Coaching Arena.

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Please come and say hi to me on LinkedIn or Instagram and let me

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know how you are getting on in your coaching business and how you are

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gonna go for your dreams this year.

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My name on LinkedIn is Joanna Lott and on Instagram is at Joanna Lott Coaching, and

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I'll also put links in the show notes.

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Let me know if you found this episode useful.

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Share it with a friend and leave me a review, and I will

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personally thank you for that.

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Thank you so much for listening.

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