Episode 38

35. CAMP Q&A- POSITIONING

Published on: 14th August, 2024

In this episode I am answering questions about niching and positioning from participants in my program CAMP. Listen in for some real life lessons and niche/positioning struggles. I'm sure there are some nuggets for you to learn from.

If you are ready to create a podcast that pays for your business, head over to www.podcastthatpays.com

Follow me on Instagram @angiemjordan

Join us over in my Facebook Group- Launch Grow Explode Your Podcast.

Music credit: Mavericks by Harrison Amer. A Podcast Launch Bestie production

Transcript
Speaker:

Okay, so this is a very special

episode because it is in conjunction

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with camp, which is the training

live event that I'm doing.

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If you don't know, you don't know,

but if you do, and you're here from

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camp, hello, if you're not, it's okay.

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You can still get value out of this.

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So a portion of what we're doing over

there is Q and A, and I've been getting a

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lot of questions about a particular topic.

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And for me, the easiest way

for me to answer questions

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is to, uh, Podcast about it.

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So I'm going to go through some of the

questions that I've been getting and

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this one is specifically going to be

about niching because I just, people

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just have such a hard time with this.

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So let me pull up the questions.

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Camp day one questions.

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Okay.

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Here we go.

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Jerrica, Jerrica with coming through

with the first question, Jerrica

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says, Ooh, this training was so good

and it got me to work on my niche.

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My niche is very niche.

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And it's about the makeup world and what

it's actually like behind the scenes.

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I'm brand new to podcasting,

so I'm a baby to all of this.

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That's okay.

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The name ideas are behind the

brush or the makeup inquiry.

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Inquiry is like a really

hard word for me to say.

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Behind the Brush, or The Makeup

Inquiry, takes you on a journey

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through the world of makeup artistry

with your host, Jerrica, a seasoned

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professional with 17 years in the

industry and 8 years as a business owner.

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Dive into the real stories behind

the glitz and glamour as we explore

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what it's really like to work in

bridal private client services.

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In local commercial media, each episode

offers a behind the scenes look at the

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challenges, triumphs, and the everyday

realities of being a makeup artist.

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I'm reading the description, by the way.

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This must be the podcast description.

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Whether you're curious about the latest

product launches, intrigued by industry

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trends, or eager to hear about the makeup

looks in your favorite TV shows and

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movies, Behind the Brush has you covered.

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Join her as she unpacks the art.

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Of makeup, one brushstroke at a time.

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I like it.

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That's cute.

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Okay.

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So then the question is, my thing now

is that I'm not sure what my offer is.

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I do in person services, so

I'm not sure how to transition

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into maybe online services.

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This is very interesting.

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Um, and so, uh, number one, I love

the, uh, title of Behind the Brush.

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I love what you're talking about,

but I think I would follow this up.

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If you are live with me on a call

into, I would follow it up with,

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what is it that you want to sell?

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And I would follow it up with, what I

would say is, knowing behind the scenes

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of the beauty industry and what's going

on with the beauty industry and like

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what it's like, someone who is going

to hire you as to do their makeup,

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that's what I'm getting from this.

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Like, do you do in person services,

as in do people's makeup in person?

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Because what I'm getting

from this is that.

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The podcast is not really tailored

to those people, but it's more so

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tailored to other people in the industry

who would actually be interested

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in learning about these stories.

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Because me, as a person who's a bride

or whatever, like, I'm not going

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to care about these stories at all.

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Um, but someone who is starting out in the

industry, you have a lot of experience.

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They would be interested in that, not me.

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So I guess what I would say to that

is, if you're And this is a really good

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topic or thing to talk about on, you

know, the difference between using your

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podcast for your business or if you're

talking about something else, but it's

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not necessarily related to your offer.

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It's like, what do you do?

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And I think that it just depends,

you know, I don't think you need to

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know right away what to do, but I

do think it's two different people.

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I do think that.

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This is a, maybe a building your

personal brand play, and you're not

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necessarily going to get makeup clients,

it will help you build your, build

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your brand, but what I will say is,

immediately you should be trying to

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build an email list of these people.

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of your peers or colleagues or

these people who would be interested

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in it, because that's who I would

think would be attracted to it.

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If you don't have an offer to sell them at

this moment, maybe you do, maybe there's

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like coaching or something, but like how

do you get these people into your list?

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I think is what I would focus on

as I'm figuring out what I might

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want to sell to this audience.

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That's going to be kind of new.

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They're going to be kind of new.

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So that's where my head

would be at on that.

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That's how I would answer that question.

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And obviously there would be some follow

up back and forth if we were on an actual

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coaching call, but that's my answer.

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So number one, Behind the

Brush is a really cool name.

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I love it.

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Go ahead and trademark it and

buy the URL if it still exists

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and get the podcast going.

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And then think about what would you sell

to these people who are, 17, you've been

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doing it for 17 years, 17 steps behind

you, eight steps behind if they're

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business owners, eight years behind.

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You have a lot of knowledge, a lot of

things that you could share with them.

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What could you build for them as an offer?

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Okay, the next question or long

paragraph, long as paragraph, because

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you guys are writing like long as

things, which is good because it means

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you're thinking about these trainings.

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It's from Leanne, it's probably not

how to say your name, Leanne, no clue,

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the question is, or the comment is, ah,

I loved the first training, it helped

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me realize my initial podcast idea

was kind of vague and also bores me

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already, part of my story, life after a

cult and shunning after divorce, that,

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that sounds interesting, Leanne, um,

but now I really want to get into, and

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think I will have more value, is how

to do that instead, so it was about

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life after a big change, But now we're

going to talk about how to do that.

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Okay, niche.

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My hot take is that healing can be

quick and lasting, pretty painless.

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That you don't have to do it yourself

and there is a life beyond healing.

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That healing is the pit

stop, not the destination.

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A lot of what I do flies in the face

of traditional healing approaches

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and focuses instead of change at

the level of the unconscious mind.

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Huh, that is interesting.

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I like your hot take, niche.

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Mission, getting people to live their one

wild and precious life on their terms and

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to suck all the joy and juice out of it.

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I like that.

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I want to do that.

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Audience, people have done a

lot of healing and they just

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want to feel better and move on.

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I do.

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I want that.

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They are often outliers.

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People are left behind

conventional lifestyles.

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They might have left the church,

come out as queer, gotten divorced.

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Or left corporate jobs, they do things

differently, and I'm inviting them

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to extend that approach to healing.

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Some of my name ideas, the healing

detox, quick, painless, done,

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or quick, painless, lasting.

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Number two, the healing

shortcut, quick, painless, done.

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Three, heal fast, live free.

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Five, goodbye healing, hello life.

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Six, goodbye healing, hello change.

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Seven, goodbye healing, hello healed.

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Would love Angie's input and

feedback from others on what

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hits that positioning sweet spot.

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Okay, I absolutely love this positioning,

and here's the thing, and so I want,

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here's something I want to call out

about this, is that it's not that

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niche, it's not super niche in the

way that a lot of times we think about

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it, which is, We have to only talk to

one specific group of people, right?

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So niche as in we can only talk to

business owners who are age 50 to

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60 or people after divorce, right?

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This could be for anybody, technically.

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But the positioning of this is

really cool in that you've got your

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finger on the pulse of what's going

on and like you know your people

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really well and maybe you don't.

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But you're on the right track

because there are people who are

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just like this who are going to be

really magnetized to this message.

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I think it's really magnetic.

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I think it's a great, great positioning.

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So what I would say is the healing detox.

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I feel like the healing

detox ones are too long.

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The healing shortcut, the healing detox.

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I like the healing detox.

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But you can't put these other words

in there like quick painless done or

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quick painless lasting like just call

it the healing detox and be done.

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I vote for that or then I

vote for Goodbye healing.

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Hello healed.

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I vote for those.

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Those are my two votes.

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And I vote for those because I like

this idea of bucking against the

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system, of this traditional healing

that lasts forever, or it's this

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journey, because I don't want that.

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This is why I feel like people have a hard

time who are like, who do things in like,

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in life coaching and things like that

is because, and, and you lead with like,

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your healing or you want to like, Heal.

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I just feel like nobody really wants that.

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Like nobody really wants to

be in their shit or dig their

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shit up or deal with the shit.

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People just want to be.

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And so if you can tap into that,

that people really want that.

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I think that's super

interesting and the way to go.

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So that's your answer.

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The healing detox, I think

it's a beautiful messaging,

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like a beautiful positioning.

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I think it's really, really good.

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I really like this.

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Everyone, if you're listening

to this, I really like this.

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This is like on track because it's

really something different, something

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that's like, stands out from the norm.

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I think it's positioned well.

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I think it'll do well.

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Okay, let's see what Lina has to say, even

though I just talked to her on the phone.

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Lina says, She isn't always the

clearest when it comes to marketing.

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Um, Her company is Light and Collective.

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Light Collective and Co.

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Where Light is a reminder

to let it go here today.

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I've previously wanted a podcast

with truly only a trailer called

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The Light Life with Lena, and I

want to talk about self care and

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burnout strategies that are simple.

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I have a hard time, okay, she

has a hard time feeling like

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she's talking to multiple people.

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There's two audiences, two to

three specific audiences, which

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are special needs caregivers,

healthcare workers, corporate wellness

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schools, and nonprofits, because

it ties back to her origin story.

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My struggle with this is marketing these

and having one podcast that is relatable

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to each of these audiences in a way that

continuing to work with makes sense.

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A general low work with me makes sense.

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A general low ticket membership group

trainings on specific topics and cohorts.

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In my brain, this gives me the flexibility

to have a general CTA on my podcast and

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then hyper niche at a variety of points,

but my foundation remains the same.

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Simple strategies to reduce burnout.

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I'm excited to hear everyone's thoughts.

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I've also contemplated and

conceived myself doing one specific.

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To the special needs community that

comprises of a newsletter blog that

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ties into my current community.

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Okay, Lena.

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I love you, but I do feel like

it is really really broad.

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I feel like it's really broad and I

feel like You're just talking about,

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you know, self care is just broad.

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That's my answer.

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It's broad.

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My answer is I would pick one.

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I would pick one.

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Who are you talking to?

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Are you talking specifically

about caregivers, which is what

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I think you should talk about?

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Because I do know you a little bit,

so I think you should lean into it.

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I think you should lean into it.

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I think you should lean into it, you know,

and that's the thing about niching down.

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I know that you can talk to and help

other people, but the more specific

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you get, the more known you're going

to be and the more clear you are going

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to be, you are going to be more clear.

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And I think you need clarity.

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And so I would think about how to.

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Instead of trying to focus on all

these two different audiences that,

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you know, you can build, like, that

can all relate to this, like, speak

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to one person who's going through

one unique set of experiences.

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Issues.

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That's my answer.

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So if you are struggling and you have like

two to three different audiences, like,

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who do you want to talk to right now?

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I think it's really important

to just get specific for now.

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You can open it up and you can go broad

later, but I think especially if you've

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been mulling over your idea for a while,

go niche, start with the one thing.

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We can change it and broaden it later.

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Do not just start a podcast that's

like about how to take care of

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yourself in general and self care.

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Um, I think you should go niche.

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All right.

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That's my answer.

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I like saying that.

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That's my answer.

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All right, Jerrica.

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When I started seven plus years ago,

I marketed myself and my space for

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every woman talking to the masses.

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Got my attention.

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Got me attention, but no sales.

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The moment I started selling, I

lost 70 percent of my following.

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Holy shit, which is fine.

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I've had some pivots.

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I haven't posted on my public

podcast in almost a year.

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I do have a private podcast that

I use for my current membership.

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I guess I don't know who I'm for anymore.

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I struggle with getting super

specific, and that has cost me.

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How do you even know where to,

where to start to niche down?

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I guess, and there's a comment on

here from Eleanor that's like, what

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are the themes and struggles people

talk about in your membership?

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What is the most popular content

that will give you a clue as to

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who is specifically drawn to you?

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That is actually, that's

really good, Eleanor.

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Thank you.

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That's good advice.

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I would say that, but I would also say

if you have been in a place where you

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are stopped, I would start again because

action breeds clarity and maybe just

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start talking again on your podcast.

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And I don't know if your content has

always been kind of in line with who

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you are and you're speaking to people

who are in the place that you are.

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I know you, so I've seen your

content and so I kind of feel

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like that's the vibe is that you.

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We're talking to kind of everybody

like a space for every woman.

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So two things number one I would lean

into like what is your membership

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about who is purchasing it?

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Why are they there?

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What is what is it?

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What's the resounding thing?

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Maybe you need to talk to those people

more like maybe get on a call with

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everyone in your membership and chat

about Yeah, because your question

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is where's a good place to start.

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That's a good place to start is

talking to people It's an excellent

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place to start Get on a call with

people in your membership and in

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your world and ask them questions.

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Tell them your ideas.

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Tell them what you're

thinking about starting.

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Get feedback.

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That really helps to get

you jogged and going.

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And the second thing would be,

what are you wanting to sell?

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So I think it's a two part approach,

like, what is it that you want to sell?

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Because we need to niche our content.

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If that's the most important thing,

you're like, if I'm not, I cannot do

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this podcast and this is a true thing.

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I cannot do this podcast unless

I sell something because my God,

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this takes so much time and energy.

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And if that's where you are, then

your content needs to be based on like

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what you're selling, period, period.

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Because that's what's going to

get you to the cash the fastest.

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So those are my considerations

and my answer for that.

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Talk to people.

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What are you selling?

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That's my answer.

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Let's see.

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What else?

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Hey, everyone.

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Okay, so the niche thing.

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This is from Emma, which I already

know Emma's deal because I talked

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to Emma one on one on a call.

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Okay, so the niche thing

has never been easy.

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However, I totally get

the need to be specific.

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My podcast is Time Traveler.

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My aim is to normalize being spiritual,

premonitions, unexplained, being

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different, higher realms and light,

beings, all the jam with cream on top.

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My voice with guests in this

area and my own channeling.

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Into themes showcased, I aim to respond

to Q and A's and even win a hot seat

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aiming to be a guest on other's podcast.

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So just holla, would love any feedback.

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I already gave you my feedback in our

one on one call, but so that everyone can

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hear, I feel like you're pretty niched.

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I feel like you don't need any

more support in the niche area.

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You are clear that basically I

had a client once that was talking

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about like spiritual misfits.

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Not that you're talking about spiritual

misfits, but your positioning is that

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everyone is spiritual, basically,

and, like, we're destigmatizing this

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fact that there's some, like, woo

woo corner over here, but that we all

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have gifts and abilities, and I feel

like that's pretty cool positioning.

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You would just need a really

good name that positions that.

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Like, we're all, we're all freaks.

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Like, we are all woo.

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You too.

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Anyway, that's my take on that, Emma.

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Eleanor says, I'm a dating coach

for women over 40, moving into

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the online course space and not

doing the one on one anymore.

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Amen, I hear that.

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I get stuck at go on

the name of my podcast.

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Is it better to have an aspirational

name, something my ideal client really

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wants, or would I want them to stop

doing, which is funny and they would

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understand the language around it?

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Without going into all my ideas,

I'm telling women over 40,

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stop chasing unavailable guys.

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Or, I'm telling women over 40, they can

have the dream relationship they want.

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Both messages are on brand, any thoughts?

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Okay, I answered this in the group, but I,

I am really snarky and so my personality

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immediately goes to the, to the funny

and to the like, stop doing this thing.

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I feel like that's more attention

grabbing, a thousand percent.

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My feedback that I gave was that

they both seem clear, but the stop

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chasing, stop chasing unavailable

men really stops the scroll.

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It really does.

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So the lesson in this is that,

and this goes, and really the

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distinction between these names,

it really is about positioning.

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It's about having the right positioning.

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It's about like, how are you positioning

your brand, your brand voice and yourself?

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And so that matters.

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So what is your brand voice?

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How do you show up?

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For me, it would be easy.

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I'm super snarky.

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People would resonate with that.

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I think it's funny.

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I like that one better.

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And I think it's fun to maybe sometimes

like poke fun at things that we have

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done that maybe are not the best options,

but that's the thing that we're doing.

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So maybe that could be

that's your positioning.

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I definitely think you should do that one.

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Okay, makes sense.

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That's my answer.

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Very demure.

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That's very demure.

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Let's see, are there any other questions?

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I think that is it.

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So, those are great questions.

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I'm glad that I answered them all.

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So, come over to my group,

Launch Girl Exploder Podcast,

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and you can ask questions there.

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I could do a podcast episode on it

and answer your questions there.

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But, those are my answers,

and thank you for tuning in,

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and I will see you next time.

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Podcast That Pays
grow your business, sell your offers, get paid.
Want to start a podcast for your business but you think things like:

“Podcasting is the long game “
“I don’t have time to start another thing right now”
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Your host Angie Jordan runs a podcast consulting and production agency where she has helped hundreds of online coaches, course creators, and business owners start podcasts to market their business and sell into their courses, mastermind, and even high ticket programs- right from their podcast.

Ready to create a Podcast That Pays and grow your business through podcasting? You are in the right place.

To learn more about Angie's work go to podcastthatpays.com

About your host

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Angela Jordan