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Behind the scenes of my 'post rebrand burnout' & 5 things I've changed since
Episode 415th September 2023 • The Lionhearted CEO Podcast: Scaling Your Online Business with Facebook & Instagram Ads • Sophie Griffiths
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It's time for a behind the scenes episode! Since I re-branded & relaunched my business back in June, there have been a lot of changes behind the scenes and I know that sometimes, hearing what other people are testing, experiencing and struggling with is just as useful as a new 'strategy' - so I wanted to share it with you!

In this episode we cover:

  • The 'post-launch' burnout which was a big lightbulb moment (or painful learning curve depending on your viewpoint!)
  • What stripping back to the bare minimum taught me and how I'm making changes to stop doing the things I was able to drop
  • The 5 things I've changed in the last 3 months including:
  • outsourcing Instagram & working on my messaging with Rachel Pearson
  • testing new lead magnets using Ads & using my £15/day Facebook Ad funnel
  • looking at my boundaries with clients
  • evolving my email sequences to stop the reliance on Instagram
  • batching the podcast to stop my resenting the time it takes
  • 2 things I'm focusing on having in place before Xmas to truly move towards more time & energy freedom

If you enjoyed the podcast, here are some ways you can be a part of my world:

Social:

Love Instagram? Click here to watch a video I made on the Warm audience trap (hint, it's something almost every client struggles with!)

More of a LinkedIn fan? I'm there too! Come and follow me here: Sophie Griffiths

Free Resource:

Ready to grow an audience of people who WANT you to sell to them? Radical idea I know, but it shouldn’t be! Click here to get access to my step by step guide to using simple, effective ads to build & nurture a community of superfans,

Work together:

Ready to build an audience of superfans who are excited and ready to buy from you?

Whether you are just starting with Meta (Facebook & Instagram) Ads, you have dabbled but want to build your confidence with your first funnel, or you're already killing it and you're ready for fast growth - I can help! Click here to choose the best option for you

Got questions?

DM me on Insta or LinkedIn

Email me here: hello@sophiegriffiths.co 

Transcripts

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hello, and welcome to Lion Hearted Marketing.

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This is a podcast for bold businesses who are ready to go from a slightly

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scattergun marketing approach to connecting everything they're doing

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to create joyful, repeatable customer journeys, that build connection and

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consistently convert new clients.

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That's called a funnel.

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If you fancy.

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If you have that nagging feeling, you should have more of a grasp

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on your marketing, more of a plan, more of a system to support

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your pretty successful business.

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You're in the right place.

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This isn't about trying lows and new strategies.

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It's about taking what you've got and making the most of it.

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I'm Sophie your host.

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Self-confessed tea superfan marketing strategist and funnels or joyful journeys,

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as I like to call them, demystifier.

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Join me every Tuesday for my Lion hearted approach to marketing.

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To help you navigate those big moves, stay focused on your goals and ultimately

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take your business to the next level.

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Let's jump in to today's episode.

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Hello.

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And welcome to this week's episode of Lionheart in marketing.

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Now it is the first week back for school in the UK, for many of us.

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And I, for one, I'm very excited to get back to.

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A little bit of structure, a little bit of normality, and I have to

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say, I bloody love September.

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September energy is my vibe.

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I've always loved that feeling.

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Are an energy in September of like coming back to school after summer holidays.

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And that natural then break at Christmas as well.

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I often find that a lot of the work i've put in the rest of the year tends to

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come to fruition and this time of in this period and i just absolutely love the

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energy now my behind the scenes episodes are always the most popular that I do.

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So I thought what I might do is start doing them every every like eight

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to 12 weeks, and just really give you an insight into how the business is

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growing and evolving, because I know.

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That it's always really interesting, but I love it anyway, to hear about what

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other people are doing in their business.

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I also invest a lot in coaching and training and I would love to share.

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What I'm learning, how I'm learning it and how I'm putting into practice

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as well, because I also think that's just really interesting as well.

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happened?

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So the last behind the scenes episode I did was when I

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launched to the lighthearted marketing podcast back in June.

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So it's been three months.

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And gosh, what three months it's been so at the beginning of the

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year, I was really just focusing on helping service businesses, grow

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their email lists, using Facebook ads.

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And we really, really successfully, I had lots of one-to-one clients.

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I had a group program and the results were really great.

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What I've evolved to over time is to continue helping clients

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grow their email list, but also integrate email marketing into that.

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And then turn these subscribers into clients.

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And as time's gone on at, you know, I'm looking much more

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at customer journeys funnels.

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If you want to call them that.

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And how we can still be, be the face of our business, you

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know, the brand, the values.

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Us like that personalization and that contact with clients

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and potential clients.

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But also allow ourselves to create that time and energy freedom that comes

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when you have systems and processes working in the background for you.

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And you can just do the stuff that really adds value and is really critical to

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running your business and getting the clients the results that they want.

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Now, the reason that they has kind of evolved in this way is partly because

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it's what my clients have asked for.

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It's partly is because the results I've been getting when I've been doing with

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clients, but also it's a reflection of how I've evolved my business as well.

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So last year, and for the first chunk of this year, I was just running

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Facebook ads to grow my email list.

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And I always get incredible feedback on my emails, which is really lovely,

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but I was still finding that most of my clients actually came from Instagram.

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Everyone always says like, you know, the money's in the list and then you'll get

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higher conversions from your email list.

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But honestly, I've put so much time and energy into connecting

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with people on Instagram.

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And I just, we're still finding that most people were

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connecting with me on Instagram.

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Which I didn't have a problem with.

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However, what I did feel was that I was a bit beholden to Instagram.

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If you like, and probably was spending.

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Proportionally too much of my time on it in a week.

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Considering it's just one marketing channel in my business.

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So that's something that I was thinking quite a lot about.

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Now, if we use go back to may and June, I had a big increase in

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clients, which is really lovely.

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But I also spent a lot of time at events.

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And I've talked about this before.

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I went to Atomico and I had some in-person mastermind days.

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I also had a couple of other like single day events.

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All of them.

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Really really worthwhile doing, but I think it's because of the bank holidays

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and the Easter holidays in April and may.

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I think my actual days working almost halved over two months.

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From where they were, and what I didn't do is actually account for that in

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terms of the amount of clients I took on or the amount of work I was doing.

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So I still took on clients and did the work, but I was just working a

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lot in the evenings and weekends.

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Also because I, we launched my podcast and my business and rebranded, but

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not only was that you know, very front facing in terms of I had to

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redo my website and everything.

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That was also just, I can't tell you what admin there was

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in the background for that.

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Moving over a website, domain names, my email domain, my calendar.

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All of my backend systems that then connect to my calendar.

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My marketing's is like my emails.

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Then had to move over.

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Because they were coming from a new email address.

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There was just so much in the background.

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I can't tell you.

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And I did most of it myself because I just totally underestimated how

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much that was going to be today.

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So that was just a huge amount of work.

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And I got to the point where we launched the business and the

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podcast and it went so well.

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And I had such a high that like week or two as I was like getting all

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out there and it had such an amazing response and it was so lovely.

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And in my mind so going into early July, that was like my springboard for,

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you know, this new kind of content is up leveled, slightly bolder content.

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You know, going out with this new offering, these new services I've been

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working on and it was just, I was like ready to sort of relaunch and then

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grow into this new business that I'd been like working on since February.

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And then what actually happened was I had an insanely busy may and June.

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As I've just said.

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I then did the relaunch.

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At the end of the, the relaunch week, I actually had my sister's

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head and do which I was organizing.

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Co-organizing I then the next week I silo parented for a

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week cause my husband was away.

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Which always is quite a big shift because we're quite equal in terms of the time

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and parenting we do with the kids.

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And then we went into the end of the summertime.

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Now Eliza is only in year one.

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So this is only my second end of summer term.

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I think I need to write a big old post-it note in my diary for next time,

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a term to tell myself, to give myself.

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The space and the grace to not do too much because, oh my goodness.

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I had forgotten or didn't realize just how challenging that would be.

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Not only is there the extra events and that sort of thing, but my daughter,

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she struggles with change and yeah, there was changes to the timetable.

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You know, she was used to, there were changes to.

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Everything that was going on at school, the thought of kind of moving

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to a new classroom and a new teacher, she kind of really struggled with.

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And we had, we had a lot going on in the background.

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With that as well.

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And essentially what it meant was instead of this wonderful

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launch into a new business, new new clients and new services.

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And it's up-leveled content.

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What it meant was I had to just drop anything that wasn't essential.

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So I just doubled down on my client work and my essential marketing, which for

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me, looks like the podcast and email.

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And I basically dropped social media and for a few weeks.

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Pretty much the only content I put out was about the podcast.

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And then some stories.

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Instagram stories, which I find relatively easy to do, but even that I

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kind of dropped off that quite a lot.

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So, what I did was I created quite a lot of space for myself just to allow myself

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to do the sort of mission critical work.

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If you like.

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We went into the summer holidays and actually it was a big relief.

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A lot of the pressures have dropped off.

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My husband was at home, even though I dropped down to

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three days a week, childcare.

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Actually, it felt much more manageable.

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Because I'd created this space for myself.

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By not doing a lot of the stuff, a lot of the admin staff, a

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lot of the social media staff.

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I didn't need to be doing.

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And I had quite a big realization that I needed to be doing for

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myself, what I do for my clients.

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And that is creating a lot more automation.

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Outsourcing and not picking back up this stuff that I dropped.

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But making sure it was done in a different way.

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So I sort of started.

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Working out what that might look like, so in terms of like, what

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could I afford to outsource?

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Versus what could, should I be automating?

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So that it just works in the background.

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So I invested in some support upleveling my DUP Solido to make sure

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that works as smoothly as possible.

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Onboarding new clients, invoicing scheduling appointments.

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So that was a one-off investment.

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And now that runs really, really well.

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The next thing I did was get super clear on my boundaries with my clients.

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I am, I'm an over giver.

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I absolutely adore working with my clients and making sure that

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they get the results that they.

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Want, and I want for them.

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However, what it does sometimes mean is that I make myself available

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all the time for all things.

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And actually I had to really think about, okay, how do I

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want to be spending my time?

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Is it that I want to spend.

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More time on zoom calls.

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Is it that I find Voxer in between the zoom calls more productive and

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really thinking about what what's going to be best for the clients and for

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me, and then working out what those boundaries are and putting them in place.

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For me, it looks like a really structured strategy call at the beginning of

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every month for most of my clients.

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And then I actually started using Trello boards, which I haven't used in

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a really long time, but I use Voxer to contact my clients in between calls and.

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We were going, going backwards and forwards and whilst the

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voice needs are amazing.

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I love a voice note.

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You can't review them really quickly.

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And if there were lots of actions after our strategy call, sort of putting them

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in Voxer or emailing them over, it just felt like it was a little bit disjointed.

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So I'm now using Trello boards, all of my clients, which is working really well.

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We have an actions list.

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We have a list of all like key links and documents.

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We have an overview of the strategy.

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And I can put in documents like the monthly results and that sort of thing.

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So that was implemented, which is working really well.

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And then we using Voxer still, but actually I'm finding I'm using.

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Folks we're a lot less because we've now got this structure of

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the strategy calls and Trello.

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And between those two things actually, Voxer is then more for like ad hoc.

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You know, check-ins or, you know, little kind of all,

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could you have a look at this?

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So that's something that I've really has been really helpful as well.

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The third thing.

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But I decided to do was really have a look at my social media.

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So Instagram has always been really challenging for me.

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I absolutely love it, but I know that I could have a bit of a tendency to.

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Spend far too much time on it.

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I have lots of ideas for content.

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And then it kind of often it can feel like it's consuming

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my mind, like all the time.

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I'm like, oh, that would be a good idea for content.

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Oh, I should put that.

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Or that would be a good story.

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And it, I find that even when I'm not working, I can't switch off from it.

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So I decided, yeah, at the beginning of the summer holidays that, that

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needed, that really needed to stop.

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Like I needed, needed to be able to find that space when I'm not

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working to actually not work.

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So I started working with the social media manager, which has been

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amazing and is incredibly exciting.

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And I mean, August is a terrible time to start with a social media manager,

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by the way, because the engagement and everything drops off massive lease.

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It's quite hard to work out what is working and what doesn't.

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And it's just natural that it's all kind of dropping off.

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But what we have been able to do is work on our process of working together.

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You know, how, how I give her.

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You know, content ideas, how I reviewed the captions, because I still

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really want to be really involved.

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Also I've been doing a messaging course over the summer with Rachel Pearson.

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Ah, who is incredible by the way, I have absolutely loved working with heart.

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Over the six weeks is a group course.

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And it's been all about messaging.

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And because I had so many thoughts about how I wanted to evolve my messaging.

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Once I rebranded.

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But what I was finding was I couldn't, I was struggling

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to, to bring them to reality.

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Like I know high level, I want to do, I know who the client is.

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I want to talk to, but what does that look like day to day in my Instagram

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and my emails, you know, I was finding those, like my website was.

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Was more how I wanted it, but I wasn't able to translate that into

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my, you know, my day to day messaging.

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And, you know, Rachel has massively helped with that.

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So between working with Laura and my new social media manager,

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and then Rachel on the messaging.

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Social media suddenly is feeling.

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So much more farm and rewarding and less stressful because I'm not having

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to get involved in the day to day.

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I can't tell you the joy of like coming to work on a Monday morning and

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logging on to see that I've already posted on Instagram and there's,

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you know, engagement and people sort of getting stuff from the content.

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It's just, oh, It's utterly wonderful.

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So that has been, has freed up so much of my time and

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energy which has been amazing.

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The four thing I've done is to look at how I record the podcast.

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Now I have to admit I'm utterly terrible.

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I have really, really good intentions with like batching my content and.

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You know, to having a podcast day, once a month, I get all the podcasts I've done.

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The reality.

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Is it just doesn't hasn't happened over over the summer holidays?

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I think partly because I've only been working three days a week

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anyway, so to take a day out.

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To do the podcast just felt too much.

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When I'm only working three days, however, I am committed

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to making this a reality.

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I'm recording this two weeks before it goes out.

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I will also record my other sailor episode for September today as well.

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So that's going to be a big change.

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I do have a podcast VA as well.

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So once I've recorded and edited the podcast.

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She then puts it into the right systems and does the website and

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creates the graphic and all that sort of stuff for me as well.

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So I'm getting some support with that as well.

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Because the podcast is an incredibly important marketing tool for me.

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I would say.

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Eight or nine out of 10 people, they get on a call with say, they've

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listened to the podcast in some way.

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Whether they say they've binged the episodes or they listen to a episode

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that, you know, may push them, you know, to get in touch with me.

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It's such an incredible tool for connecting with people

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over a longer period of time.

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And helping them hear my voice and get to know me and what I'm like.

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I absolutely love it.

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However, when I do it weekly, it is a beast, like to record it, to then

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edit it and write the show knows it's.

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It's a good sort of half day a week when you're only working three days a week.

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That is pretty tough going actually.

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And I don't ever want it to become a burden to the point where I wasn't

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doing it or the energy and the episodes is a bit lacking because I'm like, oh

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my God, I don't want to do it today.

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So that's really important for me to make sure that the podcast.

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Planning and structure is set up so that I feel like it's done and then it

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gets released into the wild, and then I can come back to it the next month.

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So that's really exciting.

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And then the fifth thing that I have been working on to really

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create this sort of time and.

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Why did they create, or keep this time and energy freedom that I've

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sort of allowed myself to do?

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When I had to drop everything is really working on my own customer journey now

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cause I rebranded everything I needed to redo all of my email automations.

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Now, originally I was just going to rebrand them.

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And then I decided obviously that I needed to rewrite the whole thing.

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And that really links into my ads as well.

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So I stopped running ads when I rebranded, because I needed to do a new lead magnet.

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And then what I realized was actually I needed to do the whole thing.

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So I have been working on over the summer.

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Testing out some new lead magnets.

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So I've actually done three different lead magnets.

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I've tested them and I now have one I'm going to be moving forward with,

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I haven't actually, I don't think I've actually put it on organic social media.

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I've been testing them, using ads.

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It's called automated to elevate.

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. It's actually my three-step blueprint to creating a personalized customer journey

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that gives you time and energy freedom whilst maintaining your financial success.

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So I will put the link to that in the show notes.

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If you want a copy of that.

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You can click that and sign up for it.

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It's had such a good response on Facebook ads.

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I've been really, really excited about how well it's done.

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So that was a big thing for me, is finding a lead magnet that attracted

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the clients I'm looking to attract.

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But also got people, clicking on the emails, opening it,

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downloading it and taking action.

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So I've been testing that out on my ads.

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So those are lead ads I'm using to get people, to download the lead magnet.

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And then I'm also using engagement ads.

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To put podcast episodes and some of my social media posts.

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In front of the people that are downloading the lead magnets.

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So once they've downloaded the lead magnet, they, then it will see things

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like my episodes of my podcast.

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They'll see social media content.

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And so that they can kind of bring them further into my world immediately

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because they want to make sure that if they've downloaded the lead magnet,

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Then they probably want to listen to the podcast episode that's relevant.

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Like the next step from that.

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Well.

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I'm looking at the results of those and testing different podcast episodes

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and different pieces of content.

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And it's been a bit of a slow process because I wanted to test different

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types of content, but we've had to make.

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You know, wait, we've created that content and got it out there.

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So I'm now creating content and podcast episodes as well.

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Thinking about, okay, this piece of content or this kind of podcast episode.

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Would be really good for, to put back in front of people who've

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just downloaded this lead magnet.

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So then need to put that in my plan to make sure I actually create that

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post or make that podcast episode.

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So that's been part of the overall plan as well.

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And this structure of their lead ads and then the engagement ads.

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And eventually I will do some sort of low-cost offer.

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So something that is useful, that's probably probably under 20 pounds.

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That helps people put this into practice.

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And that will also go on social media as well and offered to people

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who , have downloaded the lead magnet or engaged with my content in some way.

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So that's my 15 pounds a day.

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Facebook ads funnel.

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I'll actually do a separate episode on that because I think that's

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really important to kind of go into the different elements of that.

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But I will be running that myself.

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So maybe in my next behind the scenes update, I can, I will have

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a low-cost offer and I can let you know how those kind of three types

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of ads are working together and what they're kind of bringing me.

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I've got clients who are running this funnel already, and it's so powerful

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to see those sales coming in every day.

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Like the idea is a sale a day.

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From those low-cost ads and it offsets the cost of their ads, essentially.

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It's not to, you know, make loads of money and, you know, have

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it as a massive income stream.

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It's more about converting subscribers into clients as quickly as possible.

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And then offsetting some of your ads costs so that when you, you

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know, you can scale those ads.

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You're not just spending 15 pounds.

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Maybe you can instance spend 30 pounds or 45 pounds.

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But if you're still offsetting the cost of them, it just means you're

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reaching more people without having to just invest in the ads upfront.

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So it kind of takes away some of the risk associated with the ad spend.

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So that's my next step is to implement that last section.

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Of the funnel, but you know, it takes time to bring all of this stuff together.

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Like I need to actually create what it is I'm going to sell and do a sales page

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and then test it organically as well.

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So there's still quite a lot around that as well.

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But, you know, just taking it a step at a time.

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And I want to kind of share that, that, you know, it's not a case

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of, like, you can just whip up this funnel in an afternoon.

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There is a lot of stuff that most people will already have that

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you could then pull into this.

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Customer journey that you can kind of create, but a lot of it also.

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Takes time and energy as well.

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Yeah, so I think where, oh, at the AAN thing I had on my

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list dimension was my email.

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I've been working a lot on my email automations as well.

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So I'm testing out different emails, testing out different flows.

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You know, how many emails do I want to be sending to people?

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To try and get them to download the lead magnet.

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How many emails is good in a welcome sequence?

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You know?

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What subject lines, are going to working within the welcome sequence.

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What emails are getting opened?

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What emails are not getting opened?

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Where am I losing people?

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what's of real interest to people.

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What are people really clicking through on?

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So just, yeah, really taking notice of the data and trying

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to make little tweaks again.

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It's.

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The more people you have going through the funnel, the more data you have.

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So the more you run ads and the more you can spend on ads, the

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more you'll get that data quickly.

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So it's more a case of just for me, keeping an eye on those emails at the

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moment I've currently got a sequence.

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Of three emails you go through.

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Once you get the lead magnet.

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If you don't download it, as soon as you click download, then you

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drop out of that sequence and move into the welcome sequence.

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And the welcome sequence I think has.

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For emails at the moment.

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I can't remember off the top of my head.

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Three, either three or four emails, which I will be adding to over time.

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I also want to introduce a sequence that walks you through.

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More like what I offer it and how I offer.

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So at the moment, I don't really have a sales focused.

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Email sequence that actually talks to people about the services they offer.

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It's much more about like me an introduction to me.

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And how I work and my kind of ethos, rather than the specific services I offer.

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So that's the next step.

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For me is the more of the sales focused email automation.

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And then the low-cost offer.

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Ads.

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The only other thing I will mention is that early in July, I started emailing.

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Daily on the days that I work.

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I, which is Monday to Thursday.

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So I started doing an email Monday to Thursday.

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Now it's partly cause I joined Rob and Kennedy's email

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marketing heroes community.

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And they advocate daily.

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They actually aggregate seven days a week, but I felt like that was too

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much of a commitment for me personally.

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And my audience considering that I'd been emailing once a week, maybe twice a week.

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I went to four emails a week and I will, I will do a more in depth episode on that

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because Most people will be horrified hearing that I imagine like, oh my

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God, a doing every day and be receiving emails that much, it's just too much.

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I didn't find that my open rates dropped that much.

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Initially, I did have a high level of unsubscribes, however,

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that's really settled now.

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And I don't have a high level of unsubscribes.

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I just have the normal amount and.

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I get a really consistent open rate of around.

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Anywhere from like 42 to 46%, which is really high.

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And like mostly you'd be happy if you got over 30% is sort of a industry benchmark.

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I get good click through rates.

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People engage my emails.

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I get really good response from emails.

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So I'm actually going to continue doing that.

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It might be more, I might do three a week.

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I'm going to see what my, again, this sort of time and energy freedom.

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There's always one email about the podcast, which is I'm on a Tuesday.

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And so there's then either two or three additional emails.

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Right.

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Actually, I find them quite easy.

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They're quite short emails.

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I they're kind of story-based, which I really like.

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I find quite easy to write.

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They're almost like social media, longer.

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Social media captions.

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So I don't find them that hard to write.

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But I do have to write them.

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I do tend to write them on the day which isn't me being unorganized.

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That's actually what they advocate because it's more than.

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You know what you're thinking about at that point, and it can keep it

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really relevant for your audience.

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So I'm going to continue with it for now.

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And just see how I get on.

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If I find that it feels too much of a, you know, if I want to take a

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day off from, I felt like, oh God, I've got to write my email still.

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Then I will reduce it down, but I think for now I feel, I

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feel okay actually about that.

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I feel great about the results that it's kind of getting me and people Are

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responding to the emails, clicking through replying, getting in touch with me.

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So that feels really nice as well.

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But again, that's kind of, I would say that's under review going forward.

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So yeah, so those are the five things I've been working on and and

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probably number six and seven as well.

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I sort of lost count 12.

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We had to be honest.

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But I hope that's useful and interesting.

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And if you've got any questions, all about anything please do just pop me a DM.

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On Instagram.

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Although I do have a social media manager now, I still do my own DMS and I do still

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reply to comments on all posts myself.

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I do most of my stories myself as well, so yeah, I'm still there on Instagram.

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It's more a case of actually getting consistent grid content out there.

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I needed help with that was always my blocker.

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So yes, all the rest of the stuff is still me.

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If you want to come and have a chat with me in the Let me know

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how you've got with this episode.

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If you found it useful, if you've got any questions, I always,

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always love to hear from you.

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And I will be back with one of these episodes probably.

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Just before Christmas.

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Which will be a nice Roundup of kind of how autumn and Q4 has gone and the

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things I'm going to be focusing on in.

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Early 2024.

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Can you believe it?

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I hope you have a lovely day and I will see you next week.

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Thank you so much for joining me this week.

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Before you go, make sure you subscribe to the podcast so you

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can receive new episodes every Tuesday when they're released.

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And if you enjoyed this episode, I'd love for you to rate or leave a review

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wherever you are listening to it.

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It only takes a few seconds, but it really does make a massive

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difference to new people finding me.

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Thank you again for joining me, Sophie, in this episode of Lionheart Marketing.

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