Artwork for podcast The Lionhearted CEO Podcast: Scaling Your Online Business with Facebook & Instagram Ads
MARKETING - Simple 3 step marketing plan (without the to-do list of doom)
Episode 136th June 2022 • The Lionhearted CEO Podcast: Scaling Your Online Business with Facebook & Instagram Ads • Sophie Griffiths
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Spoiler alert: I love creating a plan (with multi coloured pens and a new notebook ideally!) but I almost never stick to it! Since running my own business it’s been a bit of an issue. Well, until I realised that initially all I needed to do was: one thing that bought new people in to my world, one thing that nurtured them and one thing that converted sales. Then I shared my simple plan with clients and I realised it’s a pretty effective way of getting sh!t done! So this episode shares my simple method and how you can use it in your business.

Episode key takeaways:

  • The To-Do List of Doom and why it’s stopping you moving forward
  • How I built a marketing plan I actually stick to
  • 3 core marketing activities you need to be doing every week (and my advice from testing them myself!)

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 growing pains.

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The marketing podcast for parent and baby brands who want to grow and get

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more consistent sales, but without the overwhelm of feeling like you have

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to be online 24 7, I'm Sophie, your host, and a Facebook and Instagram ad

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strategist who specializes in parent and baby brands as well as a mom of two.

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Join me each week as I alongside some wonderful guests, she had practical

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tips and advice about how you can use and combine marketing strategies

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to get more impact for your effort.

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Hello, welcome to this week's episode before I get started.

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I just wanted to say a massive thank you to all of you who

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are downloading episodes.

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Messaging me.

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Saying that you are taking action or that you loved an episode

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or that it was really helpful.

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I really, really appreciate it.

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And if you know anyone who you think might also be interested or it might also help.

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Really, really appreciate it.

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If you would share the podcast with them.

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Whether it's like a Facebook group you're in, or if you've

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got business friends that you.

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Or if you're in a mastermind or a membership, anything like

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that, I'd hugely appreciate it.

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If you would share the podcast with them so that we can let more people

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know about all of the great stuff I am sharing in these episodes.

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Now today I was going to talk about creating a marketing strategy.

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I actually realized that detailed strategy is not really my thing.

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If I'm honest, I'm a high level person.

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I like to leave some freedom in my life.

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I'm not someone who schedules every minute of my day.

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I'm actually, I feel quite claustrophobic if I do that.

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I also love spending a lot of time making the plan.

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I then tend to leave the plan where I left it and then carry on with my

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day as if the plan hadn't been made.

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So over the last.

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Five years since I'd been working for myself.

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This has become a bit of a sore point for me.

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If I'm honest I've worked with coaches.

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I know what you should be doing.

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Quarterly plans, annual plans.

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Like I should be knowing what I'm launching when over the next year.

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My brain just does not work like that.

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So I've come up with my own methods for keeping myself on track and making sure

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that I'm doing what I need to be doing.

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And I've also used it with clients and it's worked really well.

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So for me, it's really about getting clear on priorities, taking action,

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reviewing the impact, moving forward, tweaking, changing, reviewing,

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tweaking, changing, reviewing.

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Essentially, it's all about taking action because I learn by doing, I'm not

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someone who will sit and watch a video in full, and then go and take the action.

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I'm someone who will have the video on, I will be trying to

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do the thing at the same time.

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So I'm all about action taking.

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So this week, I put a call out on my email and my social media to see

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if anyone would have a chat with me about their business, where they are.

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They're kind of big blockers they're having at the moment,

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you know, where they want to be.

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To see if the group program I'm launching in a few weeks is going to be a good fit.

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I'm really kind of solve those issues.

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You're having.

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Something that came up on every single one of the 10 calls I did was

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a version of the to-do list of doom.

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Now the to-do list of doom.

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Is this.

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Okay.

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You've got your normal to-do list.

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You've got your day-to-day staff that has to get done.

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So you start working, you know, you've got to check your emails,

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maybe put something on Instagram, you've got to send out orders.

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You've got to contact clients.

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That sort of stuff.

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You're normal to do this.

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And this is other less.

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No, it doesn't have to be written down.

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It doesn't have to be a physical list.

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It could be in your head.

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Essentially it's made up of things that you should be doing.

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Like probably email marketing, as we all know that we should be

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sending an email out every week.

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But you're possibly not doing it.

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As well as you things you've seen other people doing.

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So like maybe I should abandoned Instagram for Tik TOK.

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For example, maybe I should be in LinkedIn.

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Maybe I should be doing something that everyone else is doing

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and I don't seem to be doing.

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Or it's a quick wind strategy that you've seen on a downloadable or a

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masterclass or a challenge, anything.

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Oh, well, maybe I should switch everything to doing that.

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Like maybe Pinterest is what I should be doing.

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Cause that might be a quick win for my business.

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It's essentially a long list of stuff.

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That you think maybe you should be doing, and maybe it's the answer to

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your business's prayers and it's going to be a golden Bella, and you're going

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to do that one strategy and everything is going to suddenly click into place.

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Well, actually it is, is an overwhelming list of things.

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That you don't know where to start with.

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You don't know which one is going to have the best impact on your business.

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And you end up just wasting so much time.

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Looking at it, thinking about it, wondering which one to do, testing

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out our platform, changing our mind.

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Trying out a few different email platforms you're getting consistent with email for

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two weeks and then thinking, well, no, one's actually born, I think from me.

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I've been doing it for like two or three weeks now.

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So I'm going to switch to something else.

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Maybe I shouldn't be doing email.

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Maybe I should do something else.

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It's essentially this feeling when you sit down to actually like, be

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like, right, I've got time to work on my business, not in my business.

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And you just don't know what the bloody hell to do.

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So does that sound familiar?

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Today.

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I want to talk you through how you can get back in control park,

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the, to do list of doom and start moving forward in your business.

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We all purpose.

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And so you're actually taking action and you know why you're taking it.

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So the indecision, the sherds, the procrastination com.

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When you either don't know literally what you're doing.

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So I, you need some support with the tech.

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You need to know how to get started.

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You need someone's experience and training and advice.

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Or it's when you just aren't really sure what the best thing is to do.

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So you might know how to do email.

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You might know how to do Instagram.

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You might know how to do other things.

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But you really don't know if that's the best use of your time.

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And you kind of need to explore that and work out how you can test

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that without wasting loads of time.

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So today I'm going to share my very simple marketing plan.

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Which even I, as a master procrastinator and overall plan avoider.

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Can keep on track with, and it's essentially three core things.

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And if you get really, really good at them, You will be

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bringing in that consistent sales, you will feel in control.

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And if something's not working, you'll know what to do to improve

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it or get it on back on track.

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And I think that is just such a big thing for so many people.

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So the three things are you need one way to bring new people into your business.

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One way to nurture them.

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And one way to convert sales.

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And over time you might add to those things.

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But you need to make sure you have at least one of each of those three things so

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that you're always bringing in new people.

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You're always nurturing them and you're always getting sales.

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So let's go into this in a bit more detail.

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So one way to bring new people into your business.

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So interestingly, this is the one that most people don't tend to have is the

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one that takes more time, more effort and takes a bit more for I'm planning.

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But once you get it right, it's this organic way to bring people

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into your business consistently over time, and it's the one that

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people try and use ads to replace.

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So you don't have this long form content.

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So you want to bring new people into your business.

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And so you kind of turned to Facebook ads.

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Well, they definitely can be used in that way, but it's going to be more expensive.

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Then, if you have a really solid foundation of long form content that

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you can then build your ads on top of.

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So what do I mean by long form content?

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Now, it really depends on your preferences, your style, your

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brand, what you have time for.

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Essentially, it's a piece of content that is more in depth and gives

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people time to get to know you.

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It gives you the space to explain your position, your expertise, your area of

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specialism, your passion, your values.

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It gives people time to build a rapport with you.

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You can think it through more, it's more strategic.

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And it's really, really good for collaborations and to get in

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front of other people's audiences.

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So examples might be a blog.

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If you really like writing.

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It could be YouTube videos.

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If you are comfortable in front of the camera, it could be a podcast like this.

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So this is my form of long form content.

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And before I did the podcast, I actually tested out whether I could be consistent

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with a long form piece of content every single week by doing Instagram lives.

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And I did 20 of those.

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I did 20 weeks of Instagram lives, some solo episodes, some

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interviews and collaborations.

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If you go over to my Instagram at the underscore social underscore pod.

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go to my videos tab on the grid.

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You'll see all of the videos there.

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You can watch them back.

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And I did it for a really long time until I committed to the podcast because

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the podcast is next level commitment.

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And I wanted to make sure that I was kind of ready for that.

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So those are some examples of the kind of long form content you can do.

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A blog is probably the one that most people start with.

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If you're not comfortable in front of the camera, because it's really good for SEO

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because you can choose topics that people might be searching about your business.

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Instagram lives are really good, but the reach on them is much

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more limited than it used to be.

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So it's good.

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If you want to test out collaborating with other people or cause you're

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reaching kind of their audience.

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But if you just going to do Sailo episodes, the reach is quite limited.

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As I found out.

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So I would really encourage you to look at other ways as well.

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Okay.

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Next is one way to nurture your leads, that you're bringing new people in.

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Through your long form content and what I should say as well, the long

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form content, isn't a quick win.

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This is something that is your slow and steady wins the race.

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Now you could be doing that monthly.

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So if you're going to write really well thought out, researched, considered

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blog, you might want to do it monthly.

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YouTube and podcast or ID live.

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I'd really encourage you to do that more like weekly.

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And it is a commitment and it does definitely take time.

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You could start doing it like every other week and build yourself up.

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But you really want to make sure that you are reaching new people

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all of the time and that's going to be the best way to do it.

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So you've got your long form content, you've planned that in.

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The next thing, one thing you need to do is nurture those

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people that you're bringing in.

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Now generally for most people, the easiest way to do this is social media.

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And the it's really tempting to be on everything, especially if one platform is

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being a bit a temperamental, shall we say Instagram, for example, is having a little

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bit of an identity crisis at the moment.

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I think everyone is really feeling the pain of lower reach.

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More demands.

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I mean, gosh, you know, a few years ago it literally was just putting a post up.

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And then the layer upon layer upon layer of stories and IGT, TV, and reels.

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And, and then in the reels, I've got more complicated and you've got transitions.

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I mean, it's just next level.

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And it's really tempting to just say, do you know what?

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This is too much, I'm going to move to another platform.

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And the only thing I would say about that is if you're going to try and

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run multiple platforms at one time, think about that split of your time.

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Like how long is it going to take you to get up to speed with another platform?

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Start building up relationships over that creating content.

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Really think about that time, because if you could use that time.

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Improving your messaging on Instagram, making more connections, like are you

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really being proactive and reaching out to ideal clients, commenting

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on other things, being engaging?

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Making content that's really engaging and spot on for your ideal clients.

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Actually, if you just put more time onto Instagram, would it be more successful?

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I think that's something you've really got to ask yourself.

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And the other thing really is to get consistent and I know.

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The hat when the platform is being frustrating and you're not getting

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the results you want to get, it's really hard to stay consistent because

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you just think, what is the point?

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When I was doing the Instagram videos, I did the 20 videos.

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Some weeks I would go live and honestly, no one would join me.

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Like it's really hard, you know, everyone has.

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Busy working days and you know, you're never going at one

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time that works for everyone.

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So some days I'd have no one live with me.

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And I'm not going to lie.

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There were times when I was like, oh my God, this is just so pointless.

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Like, why am I even doing this?

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It takes quite a lot of my time to plan these and deliver them.

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But I cannot tell you the amount of people even now.

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And I haven't done one since January.

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I think.

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I can't tell you the about people, that message me and

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say, I've just followed you.

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And I've binge watched all of your videos or had a call with a client yesterday.

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And she was like, there was this one video you did about email automations.

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I need to do.

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And I wrote all of these notes.

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I did that video last August.

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Like it is there for people to see whenever you join.

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And you've just got to think that you are creating a bank

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of content that will nurture.

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Your potential clients and customers whenever they join you.

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So you've just got to think it might not be, you know, a viral

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real right now, but it's there.

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And in the future that could change someone's mind about

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whether to buy from me or not.

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So get consistent and also use the long form content to help you do that.

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So part of the reason I did my IgE lives was because I had to commit to.

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Doing a post telling people what I was going to do the live

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about and then posting the live.

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That was two pieces of content that would go on Instagram every single week.

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And I knew then that the minimum I would post every week was two pieces of content.

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And for me, I'm okay with that.

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Like I'd normally do at least one other post.

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So three posts a week was good for me.

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At that point.

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And at the moment I know now that I do put two podcast episodes a week, I

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will post about both of those episodes.

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So I've got, again, at least two pieces of content.

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I normally do.

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I'm at the moment I'm doing four or five pieces of content a week.

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So it really can help you get consistent as well.

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The long form content.

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Finally, we've got one way to convert sales now.

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I'm just going to say that for most people, this is going to be email.

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Yes.

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You might get sales on, on social media and yes, you can nurture

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your warm audience via email.

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So the two can work for both.

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But.

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Email consistently across all of the stats for really quite a long time.

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Now has the highest sales conversion rates.

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It is such a great way to build up a really strong rapport with people.

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And using it then to sell can be incredibly powerful.

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Now I fully admit, I did not realize the power of email

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until it was a little too late.

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And I am growing my email list.

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If you're not on it, there is a link in the show notes.

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Make sure you join it.

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I send out two emails a week.

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I do one on a Monday where I tell you about the podcast episode.

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That's the one where I share like tips and strategies and how tos.

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And then one on the Thursday, which is more about.

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What's working for me, the kind of things I'm talking to my clients about

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a bit more about running the overall business rather than the actual, how tos.

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So, yeah.

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Make sure you join the email list.

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If you're not already.

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And it does feel weird.

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I'm not going to lie.

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So I'm, I'm very much of the social media background.

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I've built my businesses over the last few years using social media.

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And the thing with email I find is you don't get the immediate response

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that you get on social media.

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So it's, you know, you get that dopamine hit and you.

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Get that instinct of like, oh, has this gone down?

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Well, not now with an email often.

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You don't get a huge amount of feedback.

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It goes out there.

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You might get some clicks on there.

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You might get some people buying.

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You might get some you know, people book a call or whatever it is.

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But you don't want to get the comments like you do on social media.

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So you need to get like, oh great posts.

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I totally resonate or, yeah, I think this is great.

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You don't really get that with emails so much.

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And it does feel hard sometimes you think, well, really?

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Should I carry on?

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I'm not really sure.

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One of the big pushbacks I get is I don't know what to write.

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People won't want to hear from me every single week.

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And we've got a couple of really great episodes from email experts.

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One with Kelly, which is already out, and then I've got another one coming

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up in a few weeks as well, which I'm really excited to share with you.

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And they should hopefully help you with this.

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What should I write?

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And nobody reads emails anymore.

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Just from my perspective, I think having a bit structure helps me.

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So having two emails that do two different things.

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And then really to be honest, like I mostly use similar consumer

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email that went out today.

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So this is a Thursday that I'm recording.

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This is

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Is on exactly this topic.

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Because this is my long form content and it will, I will also probably do

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a social media posts on it as well.

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So it's really great for taking these themes and then using them to

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inform my content strategy on other platforms because it saves me time.

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I think the final thing to say is email is definitely, don't be

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afraid to ask for the sale, but just don't make it all about the sale.

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I think this is especially true for econ brands.

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It can be really easy to just share your products over and over and over

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again, and hope that people buy them.

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But really thinking about.

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Segmenting your audience looking at what different groups of your customers

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need, and really trying to focus in on how you can add value so that they want

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to get your email and want to open it.

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Now I was working with a client this week and we were

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brainstorming ideas for emails.

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Some of the ones we came up with were so let's look at a segment

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of customers who have bought your product more than three times.

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Let's send them a thank you email.

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So thank you so much for being such a wonderful loyal customer.

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We really appreciate it.

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Have you seen that, that we've launched a few new products.

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We want to give you a 15% discount.

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So rewarding loyalty.

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Get your people back who, have already bought from you.

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Another option is to look at people who've bought.

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In this case it was an age appropriate thing.

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So it was something with age three to five and send them an email

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saying, did you know that we also do similar products for age six to nine?

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So when your child is ready, make sure you come back to us.

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This is how it can help.

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Another one is people who are warm.

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So kind of have opened an email or clicked on an email in the last three months or

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so, going back to them and sharing your best sellers and giving them a free gift.

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If they purchase within the next 40 hours or something like that.

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So there's loads of different ways that you can start talking to

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audience about different things.

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You don't have to send the same email to the same people all the time.

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You can segment up and initially you might have a really small list and

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there's you are sending literally an email to like four or five people.

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But if those four or five people all buy from you.

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I mean, how incredible is that?

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And then social media, you've got absolutely no way of tailoring your

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message depending on how interested someone is from buying from you.

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So it's really powerful to be able to do that.

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So, let me just recap for you.

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If you resonate with the concept of a, to do list of doom, where you've got a

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list of 20 things that you really feel like you possibly should be doing for

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your business, but you have absolutely no idea where to start, how to do them,

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whether they'll even be worth doing.

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Put the list down.

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Just put it to the side.

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And focus every week on the three core activities.

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One way to bring new people into your business using long form content.

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One way to nurture them.

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And once they're in your business using social media, And one way to then

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convert them using email marketing.

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So those are the three things you can just be doing every single week

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to move your business forward and to start taking action to make changes.

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The group program that I'm starting in June.

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Since I have had these conversations with people this week, I've

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actually changed it quite a lot.

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And do you know what that's okay.

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So I started with an outline based on stuff that I've talked to clients

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about over the last few months.

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Then when I really spoke to people on these research calls,

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what I wanted to cover was all really relevant and really useful.

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But the big piece of feedback was I don't want to consume any more content.

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I don't have time to consume content.

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I don't have time to do a program or a course.

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I really just want someone to help me take action.

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Help me clear the clutter.

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Move forward.

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Teach me what I need to be taught.

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Keep me accountable, but also just help me take action and make the

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changes that need to be taken.

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So that is going to be much more about what the program is about,

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and I'm really excited to start sharing more details about that soon.

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I'll put the link to the wait list in the show notes.

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And make sure you sign up there because those people on the wait

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list will get access to the program.

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First, it's going to be really limited spaces.

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So if you want to make sure you hear all about it then make sure

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you get your name on that list.

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Thank you so much for listening as always.

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I hope it was really helpful.

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If you've got any questions or you want to chat more about the to-do list of

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doom, come and find me on Instagram.

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I'm at the underscore social underscore pod.

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Or you can join my email list which as you know, you'll get two emails

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a week about the podcast and about all the things that you can be

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doing in your business to help you move forward without the overwhelm.

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Have a fantastic week and I will see you next time.

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Thank you so much for joining me this week before you go, make sure you subscribe

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to the podcast so you can receive new episodes, right when they're released.

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And if you ever enjoyed these podcast episodes, I'd really love to ask you

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to leave a review in apple podcasts reviews are one of the major ways that

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apple ranks their podcasts, and it only takes a few seconds, but really does

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make a massive difference to new people.

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Finding me.

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

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