This conversation might open up some new possibilities for you about what marketing looks like. Today's guest is going to tell you about how she uses a free monthly workshop as her main marketing activity.
She'll explain how these monthly workshops accomplish a bunch of things at once:
raising money for a different anti-racist organization every month
selling her coaching program
collaborating with guest presenters
& growing her audience.
Introducing Ariana Lloyd.
Ariana is an LCSW and business consultant who helps therapists build liberation-oriented private practices. She proudly hails from the dry lands of Eastern Oregon, where she was raised along with her 9 siblings by her Mormon and Jew-”ish” parents. Ariana grew up farming and fighting and believes these strongly contribute to her approaches in both therapy and business. She now lives in Portland, OR with her two young children and her best friend, a golden retriever.
Here's some of what we talked about:
- Creating her first workshop and deciding to also make it a fundraiser
- Baking anti-racism into her business practices
- How she chooses her guests and topics
- The impact workshop fundraisers are having on her business
- The systems and platforms she uses to host and market the events
- How she prepares her guests
- How her 8-week program works
Here are some takeaways that particularly stand out to me:
The Workshop Fundraisers started as a way to do a couple of important things at once: grow her business by collaborating and creating value AND raising funds for radical BIPOC organizations. Get creative rather than doing what you see everyone else do.
Ariana used to feel nervous before her workshops, but now she feels excited. She's started focusing on her connection to her guest teacher, her connection to the participants, and what she's there to facilitate. That doesn't leave as much room for anxious thoughts.
Ariana's advice for her guest teachers is great advice for any person who is presenting: Keep it simpler than you think you need to. "When you're an expert, you're so far ahead of your audience that you gotta bring it all the way back to the beginning and share from that place.Then you can add to it."
Show notes at http://rebeltherapist.me/podcast/157
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Why You Should Create A Pilot Program With Annie Schuessler
8:27So why am I so sure your first step to creating a business beyond private practice is to create a pilot program? This podcast episode answers that question. First, here’s what I mean when I say “pilot program”: A high quality offer delivered live (usually online) to one person or a small group of people, which may or may not be offered at a lower price than it will be in the future. Some formats of pilot programs: 1:1 coaching programs Retreats Small group coaching programs Training or consulting packages for organizations Hybrids between 2 or more formats I’m not usually a one-size-fits-all kind of business coach, so why am I so convinced that this one thing is true for just about everyone? Here are 5 of my reasons why you should start with a pilot program: Creating a pilot program fights perfectionism. Perfectionism will get you stuck for months or years getting ready to create something perfect. It might just slow you down so much that you won't deliver ANYTHING. Excellence doesn't come from waiting. It comes from iteration. So start iterating. When you need to create something excellent and important, you’ve got to start delivering it soon. Charlie Gilkey said this really well in his book Start Finishing: “We often falsely assume that the more it matters, the better the start should be. The reality is much humbler and more accessible. the more something matters, the better it is that we start finishing sooner.” Creating a pilot gets us feedback fast. We create our best work in relationship with the people it is for. You’ll get way more information from delivering your pilot than you could any other way. You'll know right away what's working and what changes you'll need to make next time. Creating a pilot forces you to get clear on where the value is. Creating a simple and live version of your offer forces you to clarify what matters most instead of piling it up with lots of features. Delivering more content will not necessarily add more value. Sometimes adding more content clutters up your offer. Creating a pilot tricks you into doing the important foundational work that you need to do. The project of creating your pilot gets you to do foundational things like clarify a truly viable niche, create a solid marketing plan to get that pilot to the people who need it, build a simple website, and more. (Breathe. You can do all this.) Every program you’ve ever benefitted from began as a pilot. Ask the founder or creator of any excellent program and you’ll find out it started as a simple pilot program. Show notes at http://rebeltherapist.me/podcast/160
Fine Tune Your Program With Dr. JaNaè Taylor
51:19As you get ready to move beyond private practice and create your signature program, you might believe you’ll need to run many many programs in order to stay interested. I’m gonna tell you to start with one. Usually boredom is not what happens. If it does, you can add more! I’m on round twenty (!) of my core program right now, which had a few different names in the beginning. It’s been called Create Your Program for quite a few minutes now. I’m having fun making changes to improve it every single time. We just added a session with an attorney who answers legal questions and a systems expert to help with setting up tech. Of course I’m always fascinated by the participants and what they're creating. There’s just very little boredom happening around here. This week's Rebel Therapist podcast guest is positively obsessed* with her program as well. You’re about to hear from someone who loves fine-tuning her signature program. Therefore she’s created an outstanding program that her participants love. It’s called Mindful Moguls. Listen to how Dr. JaNaè Taylor thinks about the needs of her Mindful Mogul participants, as well as her own needs, to craft an excellent experience. You might even discover that you want and need to jump into the next round of her program. Dr. JaNaè Taylor is a Licensed Psychotherapist in Virginia Beach, VA, where she owns and operates Taylor Counseling and Consulting Services. She specializes in providing mental health services exclusively to the Black Community. JaNaè’s expertise has been featured in Money, SHAPE, Refinery29, Cosmopolitan, NBC, and CBS among many others. As the Founder of Minding My BLACK Business, Dr. Taylor has created a digital space that provides resources, workshops, programs, and a podcast for Black Entrepreneurs to check in on their mental health and each other. She was on Rebel Therapist back in November of 2017 so go listen to that one too to see where she was 4 years ago. Here's some of what we talked about: Creating her 8 week program for Black Service Oriented Entrepreneurs Creating an after-care program How she landed on 8 weeks for this program Using 1:1 sessions within her the program Making changes in the second iteration of her program What she sees as successful outcomes for her participants Her love-hate relationship with social media and which posts gain traction What happened when her IG account was shut down An update on her podcast, Minding My Black Business Here are some takeaways that particularly stand out to me: Takeaway #1: When you set the length of your program, go for that sweet spot where participants are still engaged and excited, and they have enough time to develop as a group and attain their goals. "You definitely don't want to feel like people are rolling their eyes when it's time to join the group on week seven, that they're over it. And at the same time you want to have that kind of natural group development." Takeaway #2: Get started with your program and then be ready to make changes in round 2. In the second iteration of her program, she made a few changes to make it ever better for her and for her participants: bringing in 2 guest teachers, increasing the number of weeks, and adding individual sessions. "One of the feedback points was that they wished that they had had more time with me. And in my mind, I was like, well, what do you mean? We were together for 6 weeks. And I was like: Oh, solo! Okay." Takeaway #3: As you run your business for a number of years and reiterate your program, you don't necessarily have to work as many hours to keep growing as you did in the beginning. "I don't feel like I'm doing it as many hours as I've done it before. There have been months where my laptop is closed on the weekend and that was unheard of for me." Show notes at http://rebeltherapist.me/podcast/159 *"Positive obsession" coined by Octavia E. Butler
Run Your First Retreat With Christa Harrison
41:15Do you love the idea of running a retreat? This week's guest hosted her first retreat this year, and she's about to talk us through her process, from getting the idea during a meditation to planning it, filling it, running the retreat, and all the way to announcing her next retreat which happens this fall. Meet Christa Harrison, founder of Healing For Queer Healers Retreats, where she holds space for fellow queer folx. Christa is a queer therapist in private practice in Oklahoma City, Oklahoma specializing in PTSD and trauma. She's a secular therapist in a sea of folx looking for someone they can feel safe with after religious trauma. Here's some of what we talked about: How Christa realized suddenly that she wanted to create a retreat for queer healers Clarifying her vision for the retreat Getting positive feedback and making plans for rounds 2 and 3 and beyond The most intimidating parts for Christa: following through with setting up all the systems Leaving plenty of free time in the schedule Helping everyone at the retreat feel cared about Why she enjoyed her own retreat just as much as the participants did Using Squarespace for her website, email service and checkout Here are some takeaways that stand out to me: Takeaway #1: Pay attention to your spirit and listen. Christa was caring for her spirit with meditation during a very painful time when she received a clear message that she needed to create this retreat. Takeaway #2: Consider niching boldly and specifically. Christa's vision evolved from "queer affirming" to "for queer people." Think about what bold and specific niching might mean for you. Takeaway #3: Christa fought the temptation to cram the retreat schedule full, and found that people really valued free time. Imposter syndrome sometimes tells us we need to provide MORE rather than allowing valuable time and space. Show notes at http://rebeltherapist.me/podcast/158
Marketing With Live Workshops With Ariana Lloyd
48:54This conversation might open up some new possibilities for you about what marketing looks like. Today's guest is going to tell you about how she uses a free monthly workshop as her main marketing activity. She'll explain how these monthly workshops accomplish a bunch of things at once: raising money for a different anti-racist organization every month selling her coaching program collaborating with guest presenters & growing her audience. Introducing Ariana Lloyd. Ariana is an LCSW and business consultant who helps therapists build liberation-oriented private practices. She proudly hails from the dry lands of Eastern Oregon, where she was raised along with her 9 siblings by her Mormon and Jew-”ish” parents. Ariana grew up farming and fighting and believes these strongly contribute to her approaches in both therapy and business. She now lives in Portland, OR with her two young children and her best friend, a golden retriever. Here's some of what we talked about: Creating her first workshop and deciding to also make it a fundraiser Baking anti-racism into her business practices How she chooses her guests and topics The impact workshop fundraisers are having on her business The systems and platforms she uses to host and market the events How she prepares her guests How her 8-week program works Here are some takeaways that particularly stand out to me: Takeaway #1: The Workshop Fundraisers started as a way to do a couple of important things at once: grow her business by collaborating and creating value AND raising funds for radical BIPOC organizations. Get creative rather than doing what you see everyone else do. Takeaway #2: Ariana used to feel nervous before her workshops, but now she feels excited. She's started focusing on her connection to her guest teacher, her connection to the participants, and what she's there to facilitate. That doesn't leave as much room for anxious thoughts. Takeaway #3: Ariana's advice for her guest teachers is great advice for any person who is presenting: Keep it simpler than you think you need to. "When you're an expert, you're so far ahead of your audience that you gotta bring it all the way back to the beginning and share from that place.Then you can add to it." Show notes at http://rebeltherapist.me/podcast/157
Gentle Business With Sarah Santacroce
48:33If you're a kind and gentle person, do you wonder if you can lean into those qualities AND grow your business? Or do you worry that you have to let those things go to be really successful? In other words, do you wonder if you have to be an asshole to have a really successful business? My guest today is committed to doing things gently and ethically. You'll hear some specific choices we've each made in the past that we wouldn't make again because they didn't feel right. You'll also hear what's actually working for her to grow her business and serve her clients. Introducing Sarah Santacroce. Sarah encourages people to bring more empathy and kindness to business and marketing. As a ‘Hippie turned Business Coach’, Sarah hosts the Gentle Business Revolution podcast and works with heart-centered entrepreneurs to question their assumptions when it comes to marketing and give them permission to market their business their way. Here's some of what we talked about: Creating a community or "circle" for business owners Why her 1:1 coaching happens in 3-month chunks Setting up boundaries in her 1:1 coaching Her simple marketing system: her podcast, guest podcasting and her book Automating everything that can be automated! Her approach to pitching podcasts Why she's gotten more discerning about joint ventures Her morning routine, including one hour of writing every single day Here are some takeaways that particularly stand out to me. Takeaway #1: When you're designing a community, you've got to set clear expectations about what kind of communication will happen. In Sarah's community, she's setting an expectation of people sharing their experiences rather than advice. Takeaway #2: Sarah sets up clear boundaries in her 1:1 coaching so that she's not using extra energy tracking her clients. She teaches her clients in the very beginning where and how to communicate with her in order to get her help. Takeaway #3: Sarah does a lot of guest spots on podcasts. For each podcast pitch, she researches the podcast and includes a video in her email. This gives the host a better sense of her and increases the number of invitations she gets. Show notes at http://rebeltherapist.me/podcast/156
Corporate Gigs For Liberated Leaders With Dr. Sand Chang
53:37Many of Rebel Therapist's program participants and listeners are brilliant folx who feel intimidated by the idea of consulting for organizations, and yet you're the ones who have the gifts those organizations need. It's part of my mission to help healers, especially those who have marginalized identities parachute into organizations, facilitate real change, make lots of money, and not lose themselves in the process. This is part three in a 3-part series on getting those corporate gigs. If you haven't listened to part one or two just make sure you also listen to my conversations with Femily and Kristen Meinzer. Now, I'm so thrilled to introduce Dr. Sand Chang. They're going to talk about how they've followed their interests and passions to create a robust consulting business which brings in about half of their overall revenue. You'll also hear how they take good care of themselves and stay true to their values in the process. Before we dive in, here's little more about Dr. Chang: Dr. Sand Chang (they/them) is a Chinese American nonbinary psychologist, author, DEI/organizational consultant, and trainer with more than 20 years of experience providing training and mental health services. Through compassionate engagement, they partner with organizations and teams seeking meaningful structural and interpersonal change. Dr. Chang’s work is grounded in social justice, cultural awareness, and humility. Their areas of emphasis include trauma-informed diversity, equity, and inclusion (DEI), LGBTQ populations, trans health, and body liberation related to racial justice, and eating disorders. Here's some of what we talked about: Why consulting with orgs takes 40% of their time and brings 50% of their revenue Preferring the variety of working in many different ways and with different organizations How going to one conference with a colleague led to many more relationships and opportunities How DEI work has gotten better for them now that they get to decide who it's with and how they do it Why they work collaboratively with each organization to figure out how they'll co-create the best experience Using a set of filters to decide whether a potential project will align with their values. Creating packages rather than using an hourly fee Thinking about redistribution of wealth and how their business fits into it Why they chafe against marketing models that are based on funnels and social media Their reasons for not having a 5 year plan Their intention to be more and more themselves in every situation Some ways they harness rage in their work Here are some takeaways that particularly stand out to me: Takeaway #1: Dr. Chang has built their reputation as a thought leader through leading trainings, writing a book, being on podcasts, their social media presence, word of mouth and more. They don't do much at all to go after these gigs. And that's been true for 3 out of 3 of the people in this 3-part series. Femily, Kristen Meinzer and now Dr. Chang. They've built their reputations as thought leaders in their very particular niches. Now those organizations are knocking on their doors. Takeaway #2: Dr. Chang is willing to say no and walk away from gigs that aren't right for them. They pause and listen to their gut about whether this is the right situation, even if there's a ton of money involved. This takes an ability to feel into their power and let go of scarcity, trusting that a better situation is on the way. Takeaway #3: Dr. Chang has had to learn to raise their prices. They've realized that the value of their work is way beyond the particular hours they're working for an organization, both in terms of the impact their work makes, and also in terms of the amount of emotional labor they are doing. Show notes at http://rebeltherapist.me/podcast/155
Consulting Side Hustle With Kristen Meinzer
41:55Many of Rebel Therapist's program participants and listeners are brilliant folx who feel intimidated by the idea of consulting for organizations, and yet they have the gifts those organizations need. I'm talking about you. It's part of my mission to help healers, especially those who are queer/trans and/or BIPOC to parachute into organizations, facilitate real change, make lots of money, and not lose themselves in the process. If you want in on this exploration, this is for you. I'm so excited to bring you one of my personal heroes, Kristen Meinzer. Kristen is an award-winning podcaster, culture critic, royal watcher, and author. She currently hosts Movie Therapy with Rafer & Kristen, a podcast in which listeners write in with their quandaries, and she and her cohost Rafer Guzman respond with a mix of advice and viewing recommendations. She also hosts By The Book, a podcast in which she and her cohost Jolenta Greenberg live by the rules of a different self-help book in each episode. Her book, So You Want to Start a Podcast, won the Audie Award for best business/personal development audiobook of 2020. She was named a 2020 Woman of the Year by The Women's Center in Washington DC. In 2021, she was selected by the U.S. Department of State to serve in the U.S. Speaker's Program. As you may have noticed, most of the work she does is NOT consulting. Consulting is only about 10% of her business. If you'd like to bring your gifts to organizations as a side hustle, whether or not you want to grow that side hustle into a full time thing, listen up. You'll hear what worked for her, and what she's learned through mistakes to do differently. Your gift is probably not the same as hers. You're probably not poised to be a world class podcast consultant. Your gift may be around communication or healing trauma or Diversity Equity and Inclusion or something else. As you listen, think about how you could be bringing YOUR gifts into organizations. Here's some of what we talked about: Developing her primary consulting packages based on her years of experience Creating a valuable "prescription" document for each of her clients Find allies in organizations, especially if you're part of a marginalized community How she deals with the isolation and loneliness of being an entrepreneur Her mistake early on of giving away too much without getting paid How she sets up her pricing for individuals and for corporations The scary early months of starting her own business Her rolling to-do list and other productivity hacks Here are some takeaways that particularly stand out to me: Takeaway #1: One way Kristen creates immense value in her consulting work is by giving her clients a document with plans mapped out in tangible steps. She calls it her prescription. This is a way she demonstrates the value she's delivered and it helps the clients make the best use of the consultation. Takeaway #2: Especially if you're part of a marginalized group, look for people in an organization who can advocate for you. Find allies, nurture relationships and don't try to do everything alone. Takeaway #3: Kristen shared an early mistake so that you don't have to make it too. She gave too much away without getting paid. Now she's careful to limit what she shares before she officially gets hired. Takeaway #4: A piece of advice Kristen would give to her past self who was about to start her own business: Believe it's going to be OK and don't overwork out of anxiety. Show notes at http://rebeltherapist.me/podcast/154
Get Corporate Gigs With Femily
42:05Let's go get that corporate money. Shall we? Many of Rebel Therapist's program participants and listeners are brilliant folx who feel intimidated by the idea of consulting with organizations, and yet they have the gifts those organizations need. Yeah, I'm talking about you. It's part of my mission to help healers, especially those who are queer/trans and/or BIPOC to parachute into organizations, facilitate real change, make lots of money, and not lose themselves in the process. If you want in on this exploration, make sure to listen to the next 3 episodes. I'm so excited to kick this exploration off with Femily. As a Gender/Cultural Studies MA with a big firm management consulting background Femily speaks at and advises Silicon Valley and other male-majority sectors and teams, like law, finance, and engineering – on gender, equity, and building an ally culture. Femily's popular, digital courses give ambitious women and nonbinary people concrete, evidence-based instruction on leading in today's male-majority world, rebelling against disempowering "shoulds," outsmarting all "isms", and making big life/business changes that really "stick." Here's some of what we talked about: When you're starting out with corporate gigs, it's about finding a warm contact Get really clear on your niche and name a problem corporations are actually trying to solve Tie your services to money by showing them that your services will help them make or keep more of it Once you're known in your niche, corporations will be coming to you Put energy into creating your reputation as a thought leader Some things that work: Speaking, being on a panel, being a moderator, being on podcasts, networking An example of a 15K plus consulting package she's done Why she charges $400 per hour right now How to think about "convincing" corporations to hire you Do "fake it til you make it" in terms of confidence, but don't tone down your magic or your identity Nail your "I help" statement so that you're irresistible to a particular industry Her group program for feminists and queer people about how to step into the spotlight Why therapists should consider providing 1:1 consulting or coaching within organizations Here are some takeaways that particularly stand out to me: Takeaway #1: It's probably going to be a warm contact that gets you in the first few doors. It's NOT likely to be advertising or cold calling that gets you started. Takeaway #2: Giving a talk does not usually lead to consulting gigs. Position yourself for one or the other. Takeaway #3: Niche hard. Figure out WHICH corporations you're interested in working with and solve one of their urgent problems. Ask yourself: "How can I be helpful to a very niche industry in a very specific part of the world?" Takeaway #4: Therapists and healers are the perfect people to do some highly specialized 1:1 or small group work with corporations. Show notes at http://rebeltherapist.me/podcast/153
Flip To Coaching With Dr. Lynyetta Willis
44:18Thinking about making the flip to coaching? You might be excited about the liberation that comes with expanding beyond private: Working from anywhere. Working with folks from everywhere. Breaking free of the limits of your therapy license (if you've got one). Getting to create and serve in new ways. If you're going to make that transition, should you do it quickly? Or slowly? When I was making a transition from private practice to this business, I did it pretty slowly. It wasn't until about 2015 that I fully put myself into what's now Rebel Therapist. In internet years 6 years is a long time. My guest this week, Dr. Lynyetta Willis, made the flip all at once. She had a thriving private practice, and for reasons you'll hear in this conversation, she decided to flip completely into coaching all at once. You're going to be taking notes not just on how she's built her coaching business, but also on how she sets up her time and creates harmony between her business and the rest of her life. Here's a little more about her: Dr. Lynyetta G. Willis, psychologist and family empowerment coach, helps frustrated families break unhelpful patterns and cross-generational cycles so they can move from stable misery into peaceful harmony. She helps her clients and audiences learn to strengthen their parenting, partnership, and personal growth practices so they can feel harmony in their hearts and homes...and she is sometimes available for one on one business coaching. Here's some of what we talked about: Shutting down a thriving therapy practice and starting a coaching practice Being completely mobile with her business Her answer to whether it's better to transition slowly into coaching or make a flip all at once (it depends) When your business gets out of harmony with your life Taking flex weeks and other ways of getting into harmony Creating a signature offer out of what she found herself doing over and over again Her business model, including both group work and 1:1 coaching packages How she approaches growing her audience and bringing in clients What we both learned from our experiments with Facebook Ads Her morning and evening rituals Consolidating tasks into theme days Her family of 4 plus their cat taking a trip in an RV! Here are some takeaways that particularly stand out to me: Takeaway #1: Consider building down time into the rhythm of your business. Rather than waiting to burn out, look at how you can build time off into the structure of how you do things. Dr. Lynyetta takes a flex week at the end of every month. Takeaway #2: Do your rituals when they work for you. Don't worry about what self care is supposed to look like. Dr. Lynyetta is not a morning person, so lots of her rituals happen in the evenings. Pay attention to your body's natural preferences when you're setting up your life. Takeaway #3: Theme days are amazing. Dr. Lynyetta does her consult calls on Mondays. She's got a particular shape to each day of the week and that helps her focus and bring the needed parts of herself to each day. If you haven't tried theme days, I highly recommend giving them a try, especially if you're stretching into a new project. Those are 3 of my takeaways. What stood out to you? Send me an email at firstname.lastname@example.org. even better, include a voice memo so I can share your voice on the pod. Tell me what stood out to you from this conversation and what it's helping you rethink in your own business. Show notes at http://rebeltherapist.me/podcast/152
Build Your Team With Tara McMullin
49:04We're talking about building your team today. Have you experienced a nightmare with hiring or managing a team member? Or are you imagining a future nightmare because of what you've heard from your peers? Are you confused about what role you should be hiring for? Or whether it's time to hire? Our guest, Tara McMullin, leads 2 successful companies, and she's about to share her experiences building and managing both of those teams. A bonus treat for me is that she's an introvert, like me, so we get to lean into some particular challenges and solutions for introverted bosses. If you want to hear an earlier episode with Tara from 2 years ago, head to episode 102, which I'll link in the show notes. Tara McMullin is a business strategist, podcaster, writer, and producer. She's the founder & host of What Works, a platform for small business owners building stronger businesses. She's also the co-founder of YellowHouse.Media, a podcast production agency that helps small business owners produce standout podcasts to grow their businesses. Here's some of what we talked about: How she has found her team members without the traditional pathways Why Tara and I agree that you probably shouldn't use a VA agency Finding low-energy and effective ways to introduce your new hire to your company Documenting your processes will help you with onboarding team members Why we should think about operations within our business and products as having huge overlap The liberation Tara experienced when she started hiring employees instead of contractors How the responsibility of running a team helps Tara show up in her business the way she wants to Strategies Tara uses to take time away from her team to do deep work Why you should create an organizational chart even if you're a company of one right now How Tara thinks about whether it's time for you to hire someone or simplify your business Why you might want to hire an extrovert if you're an introvert! Here are some takeaways that particularly stand out to me: Takeaway #1: The team member you are looking for is probably already in your orbit. Tara has found her team members by looking to people she already knew or who were in her network. Takeaway #2: Document everything repeatable that you do in your company so that you can easily share it with a team member. We talked about using the platforms Notion, Clickup, and Google Docs, and most of all, using video through a platform like loom. Takeaway #3: Switching from hiring contractors to hiring employees made a big difference in Tara's experience within her company. She noticed an unexpected level of liberation and feeling supported by her team. Takeaway #4: Even if you're a company of one now, Tara recommends making an organizational chart. That will help you see that you are actually doing many jobs, and it will help you to organize your time, respect your energy limits, and get ready to hire your next team member. Those are 4 of my takeaways. What stood out to you? Did this conversation help you avoid a hiring mistake? Are you thinking differently about your business? Are you surprised by how many jobs you're actually doing? Send me an email at email@example.com. Even better, include a voice memo so I can share your voice on the pod. Show notes at http://rebeltherapist.me/podcast/151