Launching a New Product or Service? Your 4 Most Important Questions
Episode 15614th October 2022 • Women Conquer Business • Jen McFarland
00:00:00 00:45:06

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Jen:

Hello and welcome to the Women Conquer Business Show.

Jen:

I'm Jen McFarland, joined by Shelley Carney.

Jen:

We're your go-to small business marketing show covering breaking marketing news

Jen:

that affects you cool apps we found, and a deep dive into a marketing topic

Jen:

with a side of motivation and inspir.

Jen:

We'll also talk a little about our own entrepreneurial journeys as well.

Jen:

Are you ready?

Jen:

Let's get started.

Jen:

I know it was so fun.

Jen:

. Hello and welcome.

Jen:

Today we are talking about launching a new product or service, and the most

Jen:

important questions you need to ask.

Jen:

I have a top.

Jen:

It's how I started every major project for multimillion dollar corporations and then

Jen:

also win my work with marketing clients.

Jen:

So as business owners, we love to chase our ideas.

Jen:

What's better than attracting our customers with a new offering?

Jen:

But have you asked all of the important questions you need to

Jen:

consider before going all in?

Jen:

Most of the time the answer is, During this episode, we'll uncover

Jen:

the four key questions you must ask before you start something new.

Jen:

Why?

Jen:

Because it takes too much time to launch and market your ideas.

Jen:

So you wanna get it right the first time?

Shelley:

Absolutely.

Shelley:

I don't like to mess around.

Shelley:

Let's do it right the first time, . Cause we have enough mistakes that

Shelley:

we make without doing 'em on purpose.

Shelley:

. Jen: That's right.

Shelley:

Hey, Happy birthday.

Shelley:

Happy birthday to us.

Shelley:

Yay.

Shelley:

Where's my

Jen:

Yes.

Jen:

Woohoo.

Jen:

Shelley, your birthday was the same day as my anniversary.

Jen:

Yes.

Jen:

And you had a special birthday weekend.

Jen:

Oh my God.

Jen:

We have so many balloons For those of you who are watching

Jen:

. , Shelley: all the balloons.

Jen:

So your, my birthday's the 10th.

Jen:

Your birthday is tomorrow.

Jen:

Had an anniversary.

Jen:

We just party, party, party.

Jen:

That's all we're

Jen:

doing here.

Jen:

We're just partying.

Jen:

Just partying.

Jen:

Yeah.

Shelley:

Baby's family came up and we had a big party on Sunday.

Shelley:

It was awesome.

Shelley:

Yeah.

Shelley:

So the kids were there.

Shelley:

His daughter Brian, her husband Tom, his son Jason Ryan and Tom's four kids.

Shelley:

And Sean's two teenage sons were all there.

Shelley:

Tom and Jason were playing guitars and singing for an hour and a half.

Shelley:

They, and then at the end of their set, they played Happy Birthday and

Shelley:

everybody sang and brought out the cake.

Shelley:

And it was a big, Woohoo.

Shelley:

We had a lot of fun.

Shelley:

And this is my last year to be in my fifties.

Jen:

Commemorative.

Jen:

Exactly right, gotta do it.

Jen:

Yeah, . So for my anniversary, we went to this great restaurant I've been wanting

Jen:

to go to for a long time, called Bergerac.

Jen:

It's Berg Bergerac.

Jen:

it's French.

Jen:

The French.

Jen:

Oh, it is a French restaurant.

Jen:

It was so delightful.

Jen:

It was lovely and wonderful.

Jen:

And then tomorrow for my birth, My husband asked me what I wanted to do, and this

Jen:

might surprise some people, but I was like, I wanna see how Halloween ends.

Jen:

I wanna see Jamie Lee Curtis in the last go in

Shelley:

Halloween.

Shelley:

Didn't know that was the name of the movie.

Shelley:

And I was like, Ends, that's a weird thing

Jen:

to wanna know, . So I don't know what we're doing before that,

Jen:

but I know that we are doing that.

Jen:

At late at night, we're gonna.

Jen:

Like 10, 11 o'clock at night.

Jen:

Oh.

Jen:

To have my pants scared off.

Jen:

Hopefully, not literally, cuz it's in a theater.

Jen:

So that's how I'm spending my birthday.

Jen:

I'm excited.

Jen:

It'll be fun.

Jen:

And yeah, that's pretty much what's going on with me.

Jen:

I am in the process of revamping my workflows for my business.

Jen:

And I suppose if you wanna know how I'm doing that, maybe I should make a

Jen:

video or write a blog post about that.

Jen:

But it's very exciting.

Jen:

It's.

Jen:

Changing some things.

Jen:

Yeah I'm pretty, it's pretty cool.

Jen:

So that's my news.

Jen:

And then it sounds like you have a podcast, new podcast?

Jen:

I have

Shelley:

a podcast I've rebooted.

Shelley:

So I had about 95.

Shelley:

Episodes on there and had been sitting fallow for a while, and I decided to

Shelley:

go ahead and start putting out more content on my YouTube channel and

Shelley:

then putting the audio on my podcast.

Shelley:

And my podcast is now on Amazon.

Shelley:

It was cool because Amazon actually sent me an email and said, Hey

Shelley:

we hear you have a podcast.

Shelley:

Would you like to put it on Amazon?

Shelley:

I was like, Yeah, I've been thinking about that.

Shelley:

How'd you know?

Shelley:

They read Minds Over at Amazon.

Shelley:

So I'm always, You know what?

Shelley:

I don't know why I'm ever surprised.

Shelley:

My podcast is called Shelley Carney Livestream Coach.

Shelley:

It goes live on Wednesdays on my YouTube channel at four o'clock in the

Shelley:

afternoon, and the podcast is uploaded.

Shelley:

Around, I don't know, 5, 5 30 on Wednesday.

Shelley:

So you can listen to it Wednesday evening or Thursday morning.

Shelley:

Whenever works best for you, but take a look for it.

Shelley:

It's on the major platforms.

Shelley:

Hey Toby.

Shelley:

Thank you.

Shelley:

Platform.

Jen:

Yeah, that's so cool.

Jen:

We'll put a, we'll put a link in the show notes to it.

Jen:

I don't have it here to offer it up Now for people who are watching.

Jen:

But yes.

Jen:

How exciting this is cool.

Jen:

Rebooting a show.

Jen:

Yeah.

Jen:

So what do you have for us in breaking news?

Shelley:

Okay.

Shelley:

For breaking news, we have sounds,

Shelley:

and we're talking about shopping because holiday shopping has already started with.

Shelley:

The Amazon days and all that all that goings on.

Shelley:

Let's see.

Shelley:

Add this to the street.

Shelley:

Oops, that's the wrong thing.

Shelley:

You guys don't need to see that.

Shelley:

So there's Ad Week has an article called This Beginning to Look a lot

Shelley:

like the holiday shopping season will be defined by five trends.

Shelley:

And this one is by marketing dive.

Shelley:

And it's about a survey that they put out about people who are basically

Shelley:

downgrading a little bit in order to be able to afford holiday shopping.

Shelley:

And they may be either switching stores or brands going to lower priced brands

Shelley:

adjusting their quantity or pack sizes, postponing purchases, or leveraging buy

Shelley:

now pay later programs, layaway or credit.

Shelley:

And the other one was the five trends, which includes big discounts earlier

Shelley:

spend, which is what we're seeing with the Amazon Prime Early Bird

Jen:

special.

Jen:

Yeah.

Jen:

I started seeing that promotion.

Jen:

I'm a prime member, and I, they were like, Do you wanna do it now, ? I

Jen:

was like, What is this magic?

Jen:

I want you to spend money now.

Jen:

And I do.

Jen:

Do you think, I do think that this has something to do with all the.

Jen:

The inflation and then by now pay later, like it's it, we didn't have layaway

Jen:

as it was called back in the day.

Jen:

We didn't have layaway for the last few years and now it's made a comeback.

Jen:

I noticed it made a comeback actually during Covid, and then it's just

Jen:

continued and now it's becoming more and more prevalent, although

Jen:

it's a little bit different by now.

Jen:

Pay later, you can buy things and they'll send it to you and.

Jen:

They just keep charging you.

Shelley:

Yeah.

Shelley:

Now some of 'em.

Shelley:

Furniture stores.

Shelley:

And I think Amazon has a program where you can buy things and you have

Shelley:

a 0% interest as long as you pay it off by a certain date and you make

Shelley:

the, at least the minimum payments.

Shelley:

Yeah.

Shelley:

Look at things like that, but don't overspend my, but do think

Shelley:

about, hey, people are, Gear already for holiday shopping.

Shelley:

So if you have something to present I was telling Jen about this info Stack

Shelley:

has contacted me about a Black Friday special that they're putting together,

Shelley:

and they've asked me if I wanted to be involved and share one of my courses on

Shelley:

Info Stack, and they'll be, selling this.

Shelley:

The whole Black Friday week.

Shelley:

So be thinking about what are you gonna be doing for presenting your

Shelley:

business as a for holiday shopping.

Jen:

Absolutely.

Jen:

And one of the things we're going to be talking about today is how to discern

Jen:

what projects you're going to go after.

Jen:

And it also helps you with marketing because one of the

Jen:

biggest things that I see is people don't realize it's October 13th.

Jen:

As we're talking right now live, Yeah.

Jen:

People don't think people, small business people like you and me and the people

Jen:

we serve don't think about planning out their marketing for November, December.

Jen:

Now that's true, but really all of those conversations, Needed to

Jen:

begin in September so that you could hit the ground running now.

Jen:

And, but it's not too late.

Jen:

And that's the thing, a lot of people have that intention that they're going

Jen:

to do something for holiday season, whether it is, in the Thanksgiving time.

Jen:

If you're like I'm not going to do anything on Black Friday.

Jen:

Understand that the next day.

Jen:

Small business Saturday and then the next Monday is Cyber Monday.

Jen:

That's right.

Jen:

So there's a whole line of things going on in there that in terms of your marketing,

Jen:

you need to really be looking at.

Jen:

Yeah, you're thinking about,

Shelley:

Yeah, and Amazon hasn't waited for Black Friday.

Shelley:

They have said we don't wanna compete with everybody else.

Shelley:

We're gonna start now.

Shelley:

So they started this week by showcasing some of the things that

Shelley:

they're saying, Oh, this is like an early bird chance to spend money.

Shelley:

As if we haven't been spending money on Amazon all year

Jen:

already.

Jen:

I know one of and all the, I've been following a lot of YouTubers and

Jen:

live streamers, and they're starting to come out now with their email

Jen:

lists saying, for Prime Day, here are the things you want to stream.

Jen:

And I've been so far Not paying attention to that, but it's an interesting, We

Jen:

had our birthdays and anniversaries.

Shelley:

We're not ready for Christmas and Thanksgiving yet.

Shelley:

No, I

Jen:

know.

Jen:

We need to buy ourselves gifts.

Jen:

Yay,

Jen:

Let's do it.

Jen:

Okay, so let's power up.

Jen:

Let's add this to the stream.

Jen:

So as I said, I gave you a little foreshadowing . One of the biggest

Jen:

problems that many small business owners have is they are not planning

Jen:

for their success, or they take on projects that are maybe not the best

Jen:

fit for what it is that you want to do, what your biggest purpose is, what your

Jen:

mission is, your biggest business goals.

Jen:

So remember, one of the things we've talked about over and

Jen:

over again is your marketing.

Jen:

Needs to be tied to your biggest business goals.

Jen:

So one of the ways you can drift is if your marketing on social

Jen:

media and stuff isn't talking about what you do every day, right?

Jen:

The other way you can really drift and sometimes you don't see how far you've

Jen:

drifted from your purpose or your biggest business mission is you take on

Jen:

a project that just sounds really cool.

Jen:

And it takes you away and then you start marketing it and you're like, Wait,

Jen:

now how come nobody knows what I do?

Jen:

living, so one of the things that I thought would be useful to talk about

Jen:

are the four strategic questions to ask.

Jen:

Yourself and your business before starting something new.

Jen:

And what this means is you can really plan your success.

Jen:

I love this because I studied it in graduate school, a and I used it

Jen:

a lot on large projects at the city of Portland and some other places.

Jen:

Be and see the most powerful reason to do it, to go through these questions

Jen:

as a small business owner, as a solo printer, as a content creator, is,

Jen:

it is a great way to say yes or no before you spend any money or any time

Jen:

if you go through these questions.

Jen:

So let's just start with the first question and the top first question.

Jen:

That's I think, the most important because this is really the place.

Jen:

Where you can say yes or no.

Jen:

So the first question is what are we trying to accomplish and why?

Jen:

So this would be like if I said to Shelley, Hey, let's start a pool company.

Jen:

Then Shelley could be like, Why?

Shelley:

She said, Where

Jen:

are you going with this?

Jen:

The pool company.

Jen:

You're a marketer.

Jen:

I'm a livestream coach.

Jen:

Why would we start a pool company?

Jen:

Shell.

Jen:

Because it would be really cool.

Jen:

Oh.

Jen:

Cause I would feel like swimming, , , and so that's like really extreme, right?

Jen:

And you're kinda like, that is not at all what I do.

Jen:

There's no reason that I would do that.

Jen:

But there are opportunities that come in all the time that are not

Jen:

clearly aligned with what you do.

Jen:

that people.

Jen:

The risk we run, and you see this happen with people who do interview

Jen:

shows on podcasts that don't constantly remind people about what they do.

Jen:

And I say this to someone with experience.

Jen:

I would interview people on my show.

Jen:

And people are like, Jen, you're such a great interviewer.

Jen:

And I'm like, , you dunno what I do for a living.

Jen:

yeah.

Jen:

And so that's the thing, like when you come up with something

Jen:

and you're passionate about it, but you're also running a

Jen:

business like you're higher, why?

Jen:

And I was okay with interviewing people and like that whole

Jen:

process for a while because my biggest goal in starting the show.

Jen:

Two, three years ago was to become a better public speaker.

Jen:

So it was okay and to make connection, like those were like my two goals, right?

Jen:

. So if that's what you're trying to accomplish and why you're starting

Jen:

something, just be very clear that those are the things that you're

Jen:

trying to accomplish, and that's fine.

Jen:

And that's the thing.

Jen:

When I was thinking about the summit and bringing everybody together,

Jen:

it was I am not an event planner.

Jen:

, I would be spending a lot of time and resources promoting something when

Jen:

those resources are better spent.

Jen:

Attracting new clients and bringing people in, organizing workflows,

Jen:

getting, doing all of these different things for me right now in my business.

Jen:

But sometimes we have to pitch the idea to somebody else and they remind

Jen:

you, like, Why are we doing this?

Jen:

I'm telling you, because we communicate about things and I'm

Jen:

telling the audience because they're, they have ideas all the time.

Jen:

It's, remember that not every idea is a good.

Jen:

And that you need to talk to other people because here I am, somebody

Jen:

saying, Here's how you plan your success.

Jen:

And oh, by the way, I get drawn away too.

Jen:

Yeah, Because oftentimes as small business owners or solopreneurs or

Jen:

freelancers, we get pulled away or pulled in many different directions.

Jen:

So that's why this question is so important and why it's important to

Jen:

also talk and communicate with others.

Jen:

So what are we trying to accomplish and why?

Jen:

A few years ago, I was a guest on a podcast, and it was so funny, like in

Jen:

the middle of the interview, I came up with this concept, and the reason why

Jen:

you always wanna be mission aligned and really super clear about what

Jen:

you're trying to accomplish is you don't want to climb the wrong mountain.

Jen:

It's really easy for you to drift away from your ultimate

Jen:

mission and your biggest goals.

Jen:

One day look back and go, Wait, that was what I really wanted to do.

Jen:

That was my higher purpose.

Jen:

That is who I am than what I do.

Jen:

Why am I standing over here on this other mountain?

Jen:

That doesn't make any sense to me.

Jen:

. Yeah, you wanna climb the right mountain because entrepreneurship is hard.

Jen:

So you wanna be always like doing the thing that makes the most sense for.

Jen:

That should hopefully ring true on like, why, what are we

Jen:

trying to accomplish and why?

Jen:

Why are you motivated?

Jen:

Yeah.

Jen:

And

Shelley:

sometimes it's at different levels of the funnel, right?

Shelley:

So you might be saying, I want brand awareness, or I want I want to

Shelley:

generate leads, or I want conversions, or I want, to satisfy my customers.

Shelley:

Whatever it is, it's gotta fit in your funnel somewhere.

Jen:

Yeah.

Jen:

Especially when you're taking on a new project.

Jen:

You always wanna be very clear about what the bigger goal is.

Jen:

So this is bigger stuff, like for me, starting the podcast,

Jen:

my bigger goal was I want to be teaching, I want to be on stages.

Jen:

I want to be speaking to groups.

Jen:

And guess what?

Jen:

I am now doing that . And a lot of it is because I practiced by being on other

Jen:

people's shows, by having my own shows.

Jen:

So in a way I can be like, Check, which takes us into question number two.

Jen:

How will we measure success?

Jen:

How do we know when we're there?

Jen:

What is there?

Shelley:

and it's for each individual project has its own measure of success.

Shelley:

So yeah, for my YouTube channel, I might be trying to get to 500.

Shelley:

That would be success.

Shelley:

But what campaign am I installing in order to make that happen?

Shelley:

That's where we're at right here.

Shelley:

I started restarted my Shelley Carney livestream coach podcast and

Shelley:

YouTube videos in order to try to get over 500 on my YouTube channel.

Shelley:

And I'll know when I get there when I hit that number.

Shelley:

So that's success for that particular campaign, but it's not.

Shelley:

Overall, my one, defining goal is to get to 500 on my YouTube channel.

Shelley:

That's just one small thing,

Jen:

right?

Jen:

So for example, we're talking about Shelley Carney live coach,

Jen:

and you're doing like live streams and you have a podcast.

Jen:

I would hope that the broader, bigger goal measure of success is not just

Jen:

subscribers, but some sort of payment.

Jen:

Whether it's clients or people taking your courses or both, or some sort

Jen:

of timeline that you have I'm gonna reach 500 subscribers and my goal is

Jen:

to have a milestone at each point.

Jen:

It might be I wanna generate revenue.

Jen:

I want this project to be successful.

Jen:

I'm going to define success by attracting, three new con, three new clients.

Jen:

X number of days, whatever is reasonable, and that's the thing.

Jen:

The point is you need to have deadlines and finances tied to what success is.

Jen:

If you don't, how do you know when you get there?

Jen:

It can be demoralizing if the goals are too big.

Jen:

It can also be demoralizing when you're like I don't know if I've done

Jen:

it . I don't even know what it is.

Shelley:

And somebody might have to point out to look, you were

Shelley:

at 470 and now you're at 500.

Shelley:

So you've done something, you've grown a little bit.

Shelley:

Yeah.

Shelley:

Unless you have that 500 goal, you're like, Oh, I guess I got there.

Shelley:

. And that's,

Jen:

and that's the thing, like you need to measure success.

Jen:

You need, it needs to be incremental.

Jen:

And it, like you're, because you have experience, you're not

Jen:

gonna get 500 subscribers in a.

Jen:

It's going to take time, but if you don't have experience, you

Jen:

need to set something reasonable.

Jen:

It's like people who are like I'm gonna make a million dollars in a year.

Jen:

How much are you making now?

Jen:

10,000.

Shelley:

That's

Jen:

a big jump We need something in the interim so that we feel successful

Jen:

along the way, otherwise we give up.

Jen:

Yeah.

Jen:

But we also need to define success so that we know when we get there

Jen:

so we can move on to the next.

Jen:

We also need to have, know what success looks like, so we know how to

Jen:

market it , because then we know how to, what buttons to push that will

Jen:

help us reach that ultimate goal.

Jen:

So this is the beginning of making our dreams actionable.

Jen:

If you think about it like that, we have this big fuzzy goal or this big

Jen:

goal of what we wanna accomplish.

Jen:

We need actions that help us understand when we've achieved that big goal.

Jen:

So part of that is to start clearly defining it, and we do that in part so

Jen:

that we know when we need to set another goal or what the next success looks like.

Jen:

Yeah.

Jen:

I don't feel, Are you buying it?

Shelley:

yeah, and it is like there, it's like I said, there.

Shelley:

We're talking about when you're starting something new.

Shelley:

So if it's a campaign of course when you have a whole new bus, a

Shelley:

whole business, you've gotta have a whole set of goals for that business

Shelley:

that cover each aspect of it.

Shelley:

But we're specifically trying to focus here on new things, like a new program,

Shelley:

a new product, a new service, and a campaign that would fit into that.

Shelley:

And then how do you know when you've gotten success out of that campaign?

Shelley:

In.

Shelley:

Whether it works or not, you're gonna be learning something.

Shelley:

This can a campaign works or it doesn't.

Shelley:

So I abandon it and I try something different.

Shelley:

But each campaign, you've gotta have a reason to do it.

Shelley:

You can't just say, Oh, I wanna do a podcast because podcasting looks

Shelley:

fun and you try it and it's not as much fun as you thought it would be.

Shelley:

then you're like, Why did I even do this?

Shelley:

You have got to have reasons and goals with.

Shelley:

Campaign that you're doing?

Jen:

Part of it, I'm gonna point so that I know , part of it is, we've talked about

Jen:

this before, is you have to have patience.

Jen:

You can't have Marketing Omo, fear of missing out.

Jen:

You can't think everything's gonna happen really quick.

Jen:

You can't just jump on the next thing.

Jen:

Part of this is so that you.

Jen:

Get grounded in what you're trying to accomplish, what success

Jen:

looks and something reasonable around how long it's gonna take.

Jen:

If you're starting a podcast, if you're doing YouTube, these

Jen:

things don't happen overnight.

Jen:

, you need to talk to some people.

Jen:

You need to set up reasonable timelines.

Jen:

Otherwise, you're right.

Jen:

You're gonna just be like, this isn't fun.

Jen:

I'm speaking into the void, And so in order to avoid.

Jen:

Feeling that way.

Jen:

That's why the goals need to be reasonable and you might need to

Jen:

talk to somebody else about it.

Jen:

The point is to really take your dream and start to think about the infrastructure

Jen:

that goes under that when you start something new and to really understand

Jen:

if what it's gonna take to accomplish.

Jen:

What you would like to accomplish if that is aligned with you, with your company,

Jen:

with everything that you are trying to build with your deepest desires for your

Jen:

company, is if we decided to start a pool company, then we would just have to scrap

Jen:

what everything else that we're doing and we would have to go all in on that.

Jen:

Yeah.

Jen:

So sometimes when you look at Can I really go all in?

Jen:

That's when you start to see Oh, I'm really like drifting away

Jen:

from my like higher purpose.

Jen:

and that's why like for you to do Shelley Carney livestream coach, it's so aligned

Jen:

because it's who you are and what you do.

Jen:

Third

Shelley:

personal brand, which is one of my goals with it.

Jen:

Yeah, exactly.

Jen:

Great.

Jen:

Yeah.

Jen:

But oftentimes we get asked to do things.

Jen:

It would be like What was the name of the organization that you're creating?

Jen:

The, It's called Info Stack.

Jen:

Yeah, Info Stack.

Jen:

If they were like, Shelley why don't you share about.

Jen:

I don't know.

Jen:

I'm trying to think of something else really off the wall.

Jen:

Why don't you create a course about recycling?

Jen:

You'd probably be like, What , This doesn't make any sense.

Jen:

Why would I do that?

Jen:

I have no interest in that.

Jen:

I'm no interest in that.

Jen:

And so it's easy to do what?

Jen:

It's really off the wall.

Jen:

It's harder to do when it's maybe about, how do I create, can you do something

Jen:

about TikTok and short form video?

Jen:

That's not really what you do, right?

Jen:

That's a whole different animal.

Jen:

So like you might be inclined to be like, Yeah, but I could really get a lot of

Jen:

email subscribers if I do that, right?

Jen:

If I join this, if I do info stack and I did something about TikTok, but then

Jen:

you would get subscribers and people who are expecting you to talk about

Jen:

TikTok all the time, because that's the course that you prepared for.

Jen:

Yeah.

Jen:

Does that make maybe more sense?

Jen:

So the off the wall stuff, you can just go, Eh, that doesn't make any sense.

Jen:

When it starts to get close.

Jen:

Like TikTok is still video, you do YouTube.

Jen:

The alert of all the potential clients and subscribers Yeah.

Jen:

Can really draw you in.

Jen:

Oh sure.

Jen:

It

Shelley:

would be like if somebody came to me and Toby and said, Oh, we

Shelley:

want you to do a commercial for us.

Shelley:

And it's Oh, we used to that, but we're not really doing that anymore.

Shelley:

And yeah, it would be hard to turn it down if it was good money.

Shelley:

But it isn't in alignment with what we're doing right now.

Jen:

Absolutely.

Jen:

Yeah.

Jen:

Absolutely.

Jen:

So say that you're like, Okay, this is totally on purpose.

Jen:

It's aligned with my mission.

Jen:

I know what success looks like.

Jen:

Then we move on to the third question, which is what other conditions must exist?

Jen:

Another way of looking at that is what assumptions am I making to reach my goals?

Jen:

Another way to look at this is what could possibly go wrong, , before I get there.

Jen:

And so the way to look at.

Jen:

Because Shelley looked at this question and was like, I don't know

Jen:

what that means, . Is that fair?

Jen:

That was,

Shelley:

Yes.

Shelley:

I asked.

Shelley:

I asked, What did that mean?

Jen:

Yeah.

Jen:

What other conditions must exist?

Jen:

when we go live, or when you as a business owner giving a presentation

Jen:

in Zoom, meeting with clients, You are making a lot of assumptions,

Jen:

so walking into this today, I, this morning was a little late getting

Jen:

my stuff together, but I'm assuming that when I go to stream yard.com.

Jen:

It's there.

Jen:

I can log into it.

Jen:

I'm assuming that the lights and the electricity here is gonna work.

Jen:

And we have had a show where that did not work.

Jen:

, That's right.

Jen:

Five seconds before the show went live.

Jen:

I had a, There was.

Jen:

Actually

Shelley:

was in the middle of the show, or right after about a minute

Shelley:

we'd gone into it about a minute.

Shelley:

And then suddenly you had a

Jen:

power outage.

Jen:

Oh, that's right.

Jen:

Yeah.

Jen:

Cause I loose in place where the transformers below, sometimes we get

Jen:

these blips, and I think Shelley was in here tap dancing, figure how, come

Shelley:

back.

Shelley:

Is this a situation where I keep going or do we just stop and start over sometime?

Jen:

Yeah.

Jen:

So yeah, so that happens.

Jen:

So we made an assumption that the power was gonna work, the

Jen:

computers were gonna work.

Jen:

Cause we also had an episode, I think where the computer went down, didn't we?

Jen:

Where Toby's computer went.

Jen:

Yeah.

Jen:

And because that happens.

Jen:

Sorry, Toby.

Jen:

Feel better.

Jen:

Your computer's.

Jen:

Okay.

Jen:

Don't worry about it.

Jen:

But all of which is to say you're making all of these assumptions all the

Jen:

time that everything is gonna be okay.

Jen:

A lot of people get freaked out when you start to think about risk.

Jen:

What's the risk?

Jen:

What's the risk of me doing this project?

Jen:

What could possibly go wrong?

Jen:

and I don't know about you, but I know that when I plan

Jen:

for what if things go wrong?

Jen:

Typically things don't go wrong.

Jen:

. How many times have you planned a party and you're like, what about this, and

Jen:

what about this and what about this?

Jen:

, Shelley: having a strong support system

Jen:

go wrong or so that things don't go wrong.

Jen:

If you're putting on an event and you, it's just you, a

Jen:

lot more things can go wrong.

Jen:

But if you have a team, a strong team, and everybody fills in those gaps for each

Jen:

other, Things are less likely to go wrong, that can't be supported by somebody else.

Jen:

So yeah.

Jen:

Thinking of those things that you need in advance to support

Jen:

what you're trying to accomplish.

Jen:

Absolutely.

Jen:

That's exactly what I'm talking about.

Jen:

Yeah, because then when things go sideways, which happens,

Jen:

You have thought about it.

Jen:

, you're not caught flatfooted or not as flatfooted.

Jen:

So a lot of people who resist the idea to really consider everything, and what

Jen:

if I don't reach my goal or my dream?

Jen:

if you think about it, then you have actually started taking steps to what we

Jen:

call mitigating risk or taking steps to go, Oh no, I already thought about this.

Jen:

Here's what we're gonna do.

Jen:

. That's a much more powerful position to be in than, Holy

Jen:

crap, what just happened, . Yeah.

Jen:

Yeah.

Jen:

Which is scary.

Jen:

It's super scary.

Jen:

Yeah.

Jen:

So what is it about this new thing that you wanna do?

Jen:

If it's not gonna go exactly like you would like it to, or like you had planned?

Jen:

What could possibly go wrong and what am I gonna do before it happens to make sure.

Jen:

Now, this can also be things like if you were talking about a marketing campaign

Jen:

or something like that, where you can be like, Okay, I am assuming that it's

Jen:

gonna cost this much to run an ad.

Jen:

What happens if it costs more?

Jen:

Am I willing to pay more for it?

Jen:

Am I willing to not?

Jen:

Are there other ways that I can market?

Jen:

That are more cost effective.

Jen:

If I learned that my assumption about how much this is gonna cost me goes wrong.

Jen:

Another assumption that people make is about time.

Jen:

Time is money.

Jen:

If you need people to support you, that's something that you

Jen:

can plan for ahead of time.

Jen:

I am assuming that rebuilding my website is super easy and gonna take two hours.

Shelley:

Wrong.

Shelley:

Better than that, Jen.

Shelley:

Wrong.

Shelley:

That's

Jen:

wrong.

Jen:

as someone who knows how to do it and has helped people with that.

Jen:

No.

Jen:

You also know that when you are involving other people in whatever it is that you

Jen:

are doing, you can't assume that they're sitting around waiting to help you.

Jen:

You have to realize that they have other things.

Jen:

They need to schedule you in.

Jen:

That's why we plan things like small business Saturday in

Jen:

October, instead of November.

Jen:

So yeah, our campaigns start running.

Jen:

We have everything set up.

Jen:

It's it becomes as easy as it's time to launch.

Jen:

I've thought about everything.

Jen:

Somebody's helped me, somebody supported me.

Jen:

It's easy to launch.

Jen:

What other conditions must exist?

Jen:

What could possibly go wrong?

Jen:

And what are you going to do about.

Jen:

Maybe that's what I should call this question, what could possibly go wrong

Jen:

and what are you going to do about it?

Shelley:

Yeah, I like that.

Shelley:

I like that.

Shelley:

And yeah and cultivating your support in advance.

Shelley:

Yeah.

Jen:

Oh, absolutely.

Jen:

Yeah.

Jen:

The other thing that you're doing here, when you think about what other conditions

Jen:

must exist, is you have to consider.

Jen:

External disruptors.

Jen:

So we talked about it to an extent with the power could

Jen:

go out, equipment could fail.

Jen:

It also means like what's your competition doing and how can

Jen:

they upset the apple cart?

Jen:

So there are things that could happen that you start to notice, like trends

Jen:

that could be happening, changes shifts.

Jen:

Other companies, competitors that could.

Jen:

Disrupt what's happening, what assumptions that you're making.

Jen:

And that's why I don't like to focus or have my clients focus too

Jen:

much on competitors cuz when we compare, we start to get, it gets

Jen:

on our head sometimes a little bit.

Jen:

But we do need to have that kind of awareness.

Jen:

We need to understand our own industries, we need to understand the

Jen:

landscape of what's going on out there.

Jen:

And that also helps us think about our goals and think about

Jen:

what it is we're trying to do.

Jen:

In a more holistic way.

Shelley:

So it's an opportunities and threats a thing.

Shelley:

Yeah.

Shelley:

. Jen: Yeah.

Shelley:

This is like part risk analysis, part SWAT analysis.

Shelley:

Yeah.

Shelley:

Strengths, weaknesses, opportunities and threats.

Shelley:

What could possibly go wrong and what am I gonna do about it?

Shelley:

, oftentimes people don't think about these things.

Shelley:

Yeah.

Shelley:

Oh yeah.

Shelley:

Because we got our rose colored glasses on because we're excited to go swimming,

Shelley:

so we wanna start a pool company.

Shelley:

Let's dive in.

Jen:

So then the last question is the one that most people just go to immediately,

Jen:

like it's I wanna start a pool company.

Jen:

How are we gonna do it?

Jen:

Yep.

Jen:

They skip over those middle two, right?

Jen:

They aren't even really thinking about what are we trying to accomplish and why?

Jen:

It's we're gonna do this thing.

Jen:

How are we gonna do it?

Jen:

So how are we gonna get there?

Jen:

That's the last question.

Jen:

Those are the nitty gritty, step by step details.

Jen:

This is where tech lives, this is where our checklists live, all of that.

Jen:

How am I gonna do it?

Jen:

What am I gonna do every day, every week, every month, every year to

Jen:

make sure that I am planning my.

Jen:

Yes.

Jen:

And what happens is it's easy to go from, I'm gonna do this

Jen:

thing, how am I gonna get there?

Jen:

And then you skip everything else and you're like, What the heck did I just do?

Jen:

So that, are you still there, Kelly?

Jen:

? Shelley: How do we get there?

Jen:

Is my favorite.

Jen:

People always wanna know how, okay, how, why, and how they

Jen:

forget about the what and why.

Jen:

Why would we wanna do this?

Jen:

, gotta figure that out first.

Jen:

How is

Shelley:

good?

Shelley:

How is how tos, education information, All the details, all the numbers,

Shelley:

all the, step by step action plan.

Shelley:

We wanna.

Shelley:

We wanna get started.

Shelley:

Let's get started.

Shelley:

But yeah, there's some thinking to do first.

Jen:

Yeah.

Jen:

It just needs to be tied to something.

Jen:

You have to tether those tasks to something bigger because otherwise it's

Jen:

easy to get, keep your head down and do things and then you can't tell if it's

Jen:

really gonna get you what you ultimately,

Shelley:

That's right.

Shelley:

And once you've made up your mind to do something, it's hard to change

Shelley:

it again because conservation of energy, our brain is make the decision

Shelley:

once and then keep working at it.

Shelley:

You wanna make those decisions consciously and you wanna make good ones

Shelley:

so that you're doing the work that's going to get you where you wanna go.

Jen:

The end, that's the end of our training right there, . That's it.

Jen:

Absolutely.

Jen:

All right, so if you want to, if you know that you wanna create content and

Jen:

you know this is, that was fine, , you know that you wanna create content and

Jen:

it is really a big part of your broader goal, I highly encourage you to download

Jen:

the content consistency framework and schedule that Shelley has put together.

Jen:

That is an excellent tool that will help you reach some of

Jen:

your bigger content goals.

Jen:

If you like trainings like this and you want to know a little bit

Jen:

more about how to look at your own marketing and maybe figure out

Jen:

exactly how your goals are being.

Jen:

Done , how?

Jen:

How much , I don't have any words left.

Jen:

I've lost them all.

Jen:

, I have a free marketing as self-assessment that you can take.

Jen:

That is at send fox.com/wcb.

Jen:

That's for Women Conquer Business.

Jen:

And you can go through your marketing, see how you're tracking, maybe

Jen:

think a little about how this ties into your bigger business goals.

Jen:

And that is the end of our.

Jen:

Yay.

Shelley:

I had to, I had a little story I wanted to tell you.

Shelley:

It fit in with another show I was doing maybe it'll fit here as well.

Shelley:

When I was in film technology class one of the things that we did was we worked on.

Shelley:

Projects for everybody.

Shelley:

If everybody had a project, we work on it just to learn, right?

Shelley:

And as we were doing this, sometimes things would go wrong, The audio would

Shelley:

be wrong have problems, or there would be plane overhead and cause a problem with

Shelley:

the audio or maybe the video, something wasn't quite right with the video.

Shelley:

And the joke, the joke was, fix it in post which means now it's the editor's problem.

Shelley:

And if you are doing Your own production.

Shelley:

You are the editor.

Shelley:

So do yourself a favor, fix it in pre-production through planning and having

Shelley:

those, that support system and having that knowledge and skills in place, or

Shelley:

getting somebody to help you who has that knowledge and those skills to make

Shelley:

those things happen so that you're.

Shelley:

Stuck in post.

Shelley:

I can't tell you how many projects got stuck in post where

Shelley:

the editor couldn't fix it.

Shelley:

There was no fix , so it never finished, It never got published and distributed.

Shelley:

So don't do that to yourself.

Shelley:

Make sure that you are spending as much time in that planning and

Shelley:

pre-production phase as you are in production and post that is.

Shelley:

Process.

Shelley:

And the more planning and thinking ahead you can do, the more you're

Shelley:

gonna save yourself at English of not being able to finish the project.

Jen:

And like the other part of that, I know planning snore,

Jen:

people hate talking about planning.

Jen:

It saves you so much time and money.

Jen:

Yeah.

Jen:

I can't even tell you, especially if you're like, That's not a good idea.

Jen:

I'm not going to do it.

Jen:

Yeah.

Jen:

Think about how much anguish and time you've just saved yourself.

Jen:

That's.

Jen:

, That's the whole point.

Jen:

That's right.

Shelley:

Like when you're writing the script, Toby and I have done this.

Shelley:

We were writing a script for a 48 hour film and he was like, what if we

Shelley:

get like a police car, somebody with that, and then they pull you over and

Shelley:

they do this scene and it's we are not gonna be able to make that happen.

Shelley:

Don't even put it in the script.

Shelley:

Make it simpler.

Shelley:

So as you're writing your script, as you're planning your

Shelley:

pre-production stuff, That's when you have to say, Is this gonna work?

Shelley:

How will this work?

Shelley:

How will I know when it's worked?

Shelley:

And put that into your plan so that by the time you get to that production

Shelley:

and post, everything is going smoothly at that and it's, and you're doing

Shelley:

the way that it should be done.

Shelley:

If you have 48 hours to make a film, you don't have time to find somebody

Shelley:

with a police car in a uniform to come show up and do a scene with you.

Shelley:

Don't put that in your script, . Absolutely.

Jen:

Yeah.

Jen:

Absolutely.

Jen:

So are we ready?

Jen:

Speaking of script.

Jen:

Yay.

Jen:

You ready?

Jen:

For the tweak of the week?

Jen:

Tweak it up where you're gonna talk about the script,

Shelley:

the script.

Shelley:

I am going to show you what I've been working on in descript.

Shelley:

Share the screen.

Shelley:

I forgot that I was gonna show you this, so I,

Jen:

So for those of you who don't know, descript is at.com and it is

Jen:

a program that both Shelley and I use for video editing, captioning.

Jen:

I use it for editing the podcast because you can take audio and bring it in.

Jen:

You can take video and bring it in.

Jen:

And it looks like Shelley wants to share some new video editing and captioning.

Jen:

Is that what's going on?

Jen:

Yeah, this is a

Shelley:

pretty new product.

Shelley:

Descript is still in beta testing with it, and it can have a few glitches here

Shelley:

and there, so you may have to restart a few times, but it is an automatic save and

Shelley:

you can always do an undo if, if you have.

Shelley:

Something you need to undo.

Shelley:

They have undo and then they have automatic save.

Shelley:

So that's helpful.

Shelley:

And what you can do is you can bring in a clip of what I did was,

Shelley:

or I brought in a short clip of my livestream video and I captioned it.

Shelley:

I added in video clips.

Shelley:

So they have video clips that you can use.

Shelley:

For instance, this is a video clip that.

Shelley:

Have in their library that you can pull in and use and it's

Shelley:

pretty, pretty quick and easy.

Shelley:

And then of course it captions it for you.

Shelley:

So if you wanna put up, say I do a live stream that's 30 minutes long and

Shelley:

I want to put up a video that's five minutes or less, pull out a clip and.

Shelley:

Cut out things that I don't want in there, Put in some

Shelley:

video clips from their library.

Shelley:

And now I've got a whole new video that I can upload to my channel, which is just

Shelley:

focused on that one thing that I talked about during my big long live stream.

Shelley:

A really.

Shelley:

Nice way to to create video clips, d script again, it does your

Shelley:

transcription and so much more

Shelley:

So much more.

Shelley:

So much so

Jen:

this is cool.

Jen:

So if you hit play, what does this look like?

Jen:

It looks like it'll if you hit it

Shelley:

why consistency.

Shelley:

Important.

Shelley:

I'm gonna outline a few of the ideas about consistency that makes it so important.

Shelley:

Igniting the power of the compound effect.

Shelley:

Every little habit, every little detail.

Jen:

Okay, So that's pretty cool.

Jen:

So for those of you who are listening, Shelley was playing a

Jen:

part of one of her presentations.

Jen:

So she moved from her presentation piece to then talking about the

Jen:

power of doing it, and showed like four panels of somebody.

Jen:

Getting into the details of getting everything done.

Jen:

Yeah, it's pretty powerful.

Jen:

That's really neat.

Shelley:

It's pretty cool.

Shelley:

And if you are not a person who knows how to edit, this is a perfect

Shelley:

product to start with because it is, As you're editing the text, you

Shelley:

are also editing the audio and video automatically, so it keeps it simple for

Jen:

you.

Jen:

I love it.

Jen:

I tell people, if you're starting a podcast, go with the script because.

Jen:

If you can edit, your Google Docs or Microsoft Word, then you can

Jen:

edit your show and it's so easy.

Jen:

And it does the same thing with video.

Jen:

I love it.

Jen:

It works for me.

Jen:

so that's awesome.

Jen:

I didn't, the captioning, I've struggled with getting in captioning

Jen:

to work, so it looks like they've done some things to make it, They

Shelley:

are making a lot of changes.

Shelley:

So right now, again, it's in, in the story.

Shelley:

Format for editing video is in beta.

Shelley:

And they continue to get better every week.

Shelley:

So yeah.

Shelley:

Yeah, there still

Jen:

changes going on.

Jen:

That's what I've loved about script.

Jen:

I was an early adopter and it has consistently gotten better and better.

Jen:

Yeah.

Jen:

So that's lovely.

Jen:

Thank you.

Jen:

I'll have to look that up.

Jen:

Ready for inspirational nugget.

Shelley:

Let's do that.

Shelley:

So I gotta pull down my D script.

Shelley:

so much to do.

Shelley:

All right, this is Epictetus Epi once said if anyone would take two words to

Shelley:

heart and take pains to govern and watch over themselves by them, they will live

Shelley:

an impeccable and immensely tranquil.

Shelley:

The two words are persist and resist.

Shelley:

That's great advice, but what principles should determine what we persist

Shelley:

in and what we ought to resist?

Shelley:

Marcus supplies that answer, reverence and justice.

Shelley:

In other words, virtue.

Shelley:

What do my principles tell me about persisting and resisting?

Shelley:

I believe we persist in love and resist hate persist in doing the

Shelley:

things that bring me joy and resist the procrastinating, buffering

Shelley:

activities that keep me hiding from the world in my responsibilities.

Shelley:

And we persist in planning and we resist jumping into starting a pool company

Shelley:

when we don't know what we're doing.

Shelley:

, That's

Jen:

right.

Shelley:

Anything you wanna add to that, Jen?

Jen:

No, I totally agree.

Jen:

That's really great.

Shelley:

Anything you wanna persist in or resist this week?

Jen:

I'm just going to persist in getting my workflows updated and

Jen:

modernized and I'm hiring help with that and I'm excited about that.

Jen:

So gonna resist the draw of not.

Jen:

Getting the workflows done since I got so behind on it at one point

Jen:

that it's easier to just do nothing

Jen:

So I'm gonna resist

Shelley:

that.

Shelley:

Yeah.

Shelley:

All right.

Shelley:

And we hope that you will persist in joining us every week here on Women

Shelley:

Conquer Business, and subscribe.

Shelley:

Share this with your friends, and we'll see you again next week.

Shelley:

Woo.

Shelley:

Thank you for joining the Women Conquer Business Podcast, posted by

Shelley:

Shelley Carney and Jen McFarland.

Shelley:

Please subscribe and leave a comment or question regarding your most challenging

Shelley:

content creation or business problem.

Shelley:

Then share this podcast with family and friends.

Shelley:

So they can find the support they need to expand their brand and

Shelley:

share their message with the world.

Shelley:

Check the show notes for links to valuable resources and come back again next week.