295. The Retainer Trap: Why Recurring Revenue Isn’t Freedom

One of my star students, Emily Wilkins, joined me on the show a  while back, to talk about how niching down blew up her business in the best way.She’s back today for another candid behind-the-scenes chat about where her business is now after several years of implementing the No BS Model. We’re digging into different ways she’s iterated her offerings within the model, what worked well, what "kind of" worked, and ideas that did not pan out at all. I know you’re going to learn so much from Emily and her journey.Emily Wilkins, Founder and CEO of Marketing Metal, spent the first decade of her career in marketing and sales support roles at job shops, both internally and from the agency side. Noticing their unique challenges when it came to marketing their services, Emily engineered a Radical BS-free process that gets these vital small businesses exactly what they need to reach their goals in just a few days–and empowers them to use it.Tune into this episode to hear:How Emily got lured back to working on retainer after years of successfully running the No BS modelWhy the math on retainers didn’t work for her, even with charging higher ratesWhat led to burnout, despite implementing the intensives modelThe epic backstory of how Emily found and doubled down on her nicheLearn more about Emily Wilkins:Marketing Metal: http://marketingmetal.comInstagram: @emilyjoannimalConnect on LinkedIn: http://linkedin.com/in/emilyjoannwilkins/MentionedThe Retainer Trap: Why Recurring Revenue Isn’t FreedomEmily Wilkins on How Niching Down and Owning That Niche Allowed Her Business to Thrive Resources:Grab the first chapter of my new book Scale Solo: scalesolobook.comGrab a copy of my book: Badass Your Brand - https://www.badassyourbrand.com/Program: No BS Mastery: https://nobsmastery.com/programProgram: No BS Agency Mastery: https://join.nobsmastery.com/agency-masteryNo BS Clients Lab: https://nobsclientslab.com/The Price to Freedom Calculator™ - http://nobsmastery.com/price

These past few weeks, I’ve been talking about the pros and cons of different business models that are common for expert-based businesses. I’ve tried lots of different models, so I know firsthand the challenges of trying to make a business work with a model that may or may not fit with your business goals.We’ve gone over running a business with a team and a business selling low-ticket digital products. Today, I’m digging into the final model for expert-based business owners, which I’m obviously a big fan of, the No BS Model.This is for experts who want to sell their services at a premium rate and who are more interested in having freedom and flexibility in their lives than scaling up as much as you possibly can. If you want a business that’s built for freedom, flexibility, and puts you on solid ground to grow in new directions, let’s get into it.Tune into this episode to hear:The core constraints that are the basis of the No BS ModelThe formula that lets you calculate exactly what to charge for your services How the No BS sales process positions you as an expert advisor Why dedicated time and strategies for marketing is a core piece of the No BS ModelWhat’s amazing about being a solo expert using the No BS Model, and the drawbacks of being soloHow the No BS Model lays the foundation for moving to other business modelsResources:Grab the first chapter of my new book Scale Solo: scalesolobook.comGrab a copy of my book: Badass Your Brand - https://www.badassyourbrand.com/Program: No BS Mastery: https://nobsmastery.com/programProgram: No BS Agency Mastery: https://join.nobsmastery.com/agency-masteryNo BS Clients Lab: https://nobsclientslab.com/The Price to Freedom Calculator™ - http://nobsmastery.com/price

In this week's episode of No BS Mastery, I'm pulling back the curtain on the "passive income digital product" dream — the good, the messy, and the stuff nobody warns you about.Because it’s a business model that I hear a lot of people gravitating towards when they’re struggling financially: the one to many model. It might be a digital product or a course, and even though those can be very different to implement, the basic principles and pitfalls are similar. I've sold digital products ranging from $100 to $30,000+. I've done the funnels, the webinars, the ad spend, the course rewrites. I know this world inside and out — and I want you to go into it (if you choose to) with both eyes wide open.Tune into this episode to hear:Why the people who want to hire you are NOT the same people who'll buy your course (I learned this the hard way after thousands of sales and only ONE client crossover)Why there is no such thing as truly set it and forget it passive incomeWhy selling a digital product is not the answer to struggling to make sales for your servicesWhat you need to know about profitability, scale, and your audience before you create a digital productResources:Grab the first chapter of my new book Scale Solo: scalesolobook.comGrab a copy of my book: Badass Your Brand - https://www.badassyourbrand.com/Program: No BS Mastery: https://nobsmastery.com/programProgram: No BS Agency Mastery: https://join.nobsmastery.com/agency-masteryNo BS Clients Lab: https://nobsclientslab.com/The Price to Freedom Calculator™ - http://nobsmastery.com/price

At some point, you look at your workload and think: “I just need help.” Here’s the truth most people won’t tell you: Hiring employees doesn’t automatically give you more freedom or more profit. In fact, if you don’t fully understand the business model you’re stepping into, it can do the exact opposite.No one business model is right for everyone and every business model has its benefits and drawbacks. I’ve seen way too many small business owners dip their toes into a bunch of different business models without really thinking through what it entails or why they’re doing it. Over the years, I’ve run my business following three different business models. So this month, I’m going to break those models down and get really candid about the pros and cons, to help you make an informed choice about a model that fits your business and your goals. In this episode, I discuss the employee model.Tune into this episode to hear:Why feeling like you need help isn’t the same as being ready for employeesThe systems, processes (and more) that you need before you bring on employeesHow employees change the kinds of projects you can take on and how scalable your business can beThe top three challenges owners face with the employee model Resources:Grab the first chapter of my new book Scale Solo: scalesolobook.comGrab a copy of my book: Badass Your Brand - https://www.badassyourbrand.com/Program: No BS Mastery: https://nobsmastery.com/programProgram: No BS Agency Mastery: https://join.nobsmastery.com/agency-masteryNo BS Clients Lab: https://nobsclientslab.com/The Price to Freedom Calculator™ - http://nobsmastery.com/price

I talk all the time about the power of using the Lead Product process instead of writing free proposals.But what if someone is ready to hire you right from the get-go, should you skip the LP? Wouldn’t doing the LP slow down the whole process and even put you at risk of losing the client?All this month, I’ve been answering some of the most common questions I got during my recent three-day bootcamp. And this one is a genuine dilemma. Why would you steer someone who’s ready to roll on a big project to the much less expensive lead product?In this episode, I break down why I never, ever skip the Lead Product, no matter who the client is.Tune into this episode to hear:Why even your most qualified, ready-to-buy clients still need a “diagnosis” firstThe real reason the lead product makes your projects faster, easier, and more profitableHow to position this step so it feels like a natural next move—not a frustrating detourAnd the surprising way saying “not yet” actually builds more trust (not less)Mentioned:Grab the first chapter of my new book Scale Solo: scalesolobook.comNo BS Clients Lab: https://nobsclientslab.com/Program: No BS Mastery: https://nobsmastery.com/programResources:Grab a copy of my book: Badass Your Brand - https://www.badassyourbrand.com/Program: No BS Agency Mastery: https://join.nobsmastery.com/agency-masteryThe Price to Freedom Calculator™ - http://nobsmastery.com/price

Predictable income. Recurring revenue. Long-term client relationships. These are the reasons why retainer clients seem so appealing. Who wants to start from zero every month when you could have a committed client?But the truth is retainer clients don’t actually provide, let alone ensure, financial stability. They might actually keep you from having the kind of business and freedom you really want.In this episode, I talk about why retainers seem so appealing, and how they’re actually holding you back. Tune into this episode to hear:Why retainers feel like the “safe” option (and why that’s misleading)The hidden reason retainers are almost always less profitable than project workThe real danger: what happens when one (or all) of those clients leaveHow to create predictable income without relying on retainersWhat to do if you already have retainer clients (don’t panic—no burning bridges required)Resources:Grab the first chapter of my new book Scale Solo: scalesolobook.comGrab a copy of my book: Badass Your Brand - https://www.badassyourbrand.com/Program: No BS Mastery: https://nobsmastery.com/programProgram: No BS Agency Mastery: https://join.nobsmastery.com/agency-masteryNo BS Clients Lab: https://nobsclientslab.com/The Price to Freedom Calculator™ - http://nobsmastery.com/price

What do I do when a client keeps changing their mind? What do I do when we're halfway through a project and they want to add five more things? What do I do when I present a price to a prospect and they get sticker shock and start trying negotiating with me or taking things out?These were the kinds of questions I heard in the Q & A sessions during a recent 3-day workshop. And while I can and did give advice on what to do in those specific situations, wouldn't it be better to prevent them from happening in the first place?Anything I could tell you to do to fix those problems as they come up is just a Band-Aid. You have to go back to the source if you don’t want to keep running into them over and over again with future clients. And the source of the problem isn’t your clients. It’s your process. Tune into this episode to hear:Why so-called “difficult clients” are usually created before the project even startsThe real reason scope creep and endless back-and-forth keep happeningHow to eliminate sticker shock (without awkward sales conversations)What to put in place before you start a project to avoid burnout laterHow a simple shift in your process can completely change your client experienceMentioned:Grab the first chapter of my new book Scale Solo: scalesolobook.comProgram: No BS Mastery: https://nobsmastery.com/programNo BS Clients Lab: https://nobsclientslab.com/Resources:Grab a copy of my book: Badass Your Brand - https://www.badassyourbrand.com/Program: No BS Agency Mastery: https://join.nobsmastery.com/agency-masteryThe Price to Freedom Calculator™ - http://nobsmastery.com/price

When people hear about the No BS business model for the first time, a lot of times their immediate reaction is, “Sounds great, but that would never work for me, my clients, my industry…”Aga Siuda is proof that anyone can make the No BS model work. And in this conversation, she shared how she effectively applied the model with nonprofit clients — with typical RFP-heavy requirements and layers of decision-making processes that result in delays and long project timelines — with incredible results. Aga Siuda is a nonprofit branding and marketing expert and is the founder of Graphroots Design, specializing in user-focused website design to help organizations grow their mission and boost engagement. With over 20 years of experience, Aga collaborates with nonprofits and social good businesses to create intuitive digital experiences that inspire action. Tune into this episode to hear:Moving from reactive, proposal-heavy work to confident, value-led sellingHow she adapted the No BS Mastery model to work for nonprofit clients with large projectsHow to position yourself as a trusted advisor (even in complex industries)The mindset shifts behind charging more — and being chosen because of itBuilding a business that supports your life, not the other way aroundLearn more about Aga Siuda:Graphroots Design: http://graphrootsdesign.com/Connect on LinkedIn: https://www.linkedin.com/in/agasiuda/Resources:Grab the first chapter of my new book Scale Solo: scalesolobook.comGrab a copy of my book: Badass Your Brand - https://www.badassyourbrand.com/Program: No BS Mastery: https://nobsmastery.com/programProgram: No BS Agency Mastery: https://join.nobsmastery.com/agency-masteryNo BS Clients Lab: https://nobsclientslab.com/The Price to Freedom Calculator™ - http://nobsmastery.com/price

Everyone is talking about AI all the time, but a lot of people are still unsure about how to use it and how to make it really work for them.Which is why I invited Erika Stanley back to the show. She is one of my star-students-turned- incredible-resource and coach within the No BS program, and she is our resident AI expert. She built an incredible tool for us that we’re rolling out in our programs as we speak. Erika is so good at taking the hot air out of AI and making it something easy to understand and implement in your business. You definitely want to listen in.Erika Stanley helps women founders stop sounding like everyone else online. As a Human-First Brand and AI Strategist, she’s obsessed with turning fuzzy messaging and generic AI output into sharp, strategic brand systems that actually work.The founder of Mile End Digital and AI Queens, Erika has spent 20+ years helping brands find their voice, tell better stories, and scale without losing their humanity. Her Brand-to-Bot Blueprint is where brand clarity meets AI strategy — so your message finally sounds as good as your vision.Tune into this episode to hear:How Erika is using custom GPTs in her own business to help her scale without a massive increase in her overheadErika’s process for using a GPT to organize her strategy thoughts and create a draft brief as part of her LPWhy you always have to review and edit what AI gives youOne simple question to get better outputs from any AIErika’s top three AIs and how she uses themLearn more about Erika Stanley:AI Queens: http://aiqueens.comMile End Digital: http://mileenddigital.comInstagram: @erikatheaiqueenConnect on LinkedIn: https://www.linkedin.com/in/ejstanley/Mentioned:The AI CMO: https://www.aiqueens.com/cmoResources:Grab the first chapter of my new book Scale Solo: scalesolobook.comGrab a copy of my book: Badass Your Brand - https://www.badassyourbrand.com/Program: No BS Mastery: https://nobsmastery.com/programProgram: No BS Agency Mastery: https://join.nobsmastery.com/agency-masteryNo BS Clients Lab: https://nobsclientslab.com/The Price to Freedom Calculator™ - http://nobsmastery.com/price

This episode perfectly captures something I think a lot about: what does it actually look like to build a business that supports your life?My guest, Lydia Savramis, is someone who truly embodies that.Lydia didn’t start out in marketing or online business at all. She was running an orthotics practice, seeing patients all day, when she started a podcast as a creative outlet back when podcasts were still a pretty new thing. That little experiment ended up opening the door to a completely different career.But what I loved most about our conversation isn’t the pivot story. It’s the way Lydia has designed her business so that it genuinely fits her life.We talk about burnout, boundaries, creativity, and what it takes to build a business that doesn’t consume you. Lydia Savramis runs RTL Productions, a boutique marketing and branding studio in Cumberland, Maryland. She helps non-profits, municipalities and professionals show up clearly and confidently online without all the overwhelm.Tune into this episode to hear:What burning out in her first profession taught Lydia about designing a sustainable businessThe mindset shift that helps you ride the natural ups and downs of businessWhy having more “tools in your toolbox” changes how you experience the rollercoaster of entrepreneurshipWhat it actually looks like to build a business with clear boundariesLearn more about Lydia Savramis:RTL Productions: http://hellortlpro.comInstagram: @rtlpro Resources:Grab the first chapter of my new book Scale Solo: scalesolobook.comGrab a copy of my book: Badass Your Brand - https://www.badassyourbrand.com/Program: No BS Mastery: https://join.nobsmastery.com/masteryProgram: No BS Agency Mastery: https://join.nobsmastery.com/agency-masteryNo BS Clients Lab: https://nobsclientslab.com/The Price to Freedom Calculator™ - http://nobsmastery.com/price