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Jule Kim, an executive coach, focused on creating impactful content. Jule draws from her three years of experience in content creation and analysis to provide insights for professionals looking to elevate their content strategies.

The session emphasizes the importance of balancing authenticity, emotional engagement, and structural clarity to connect effectively with audiences.

Key takeaways include prioritizing depth in content over breadth, leveraging emotional relatability, and addressing fears about vulnerability. Jule also shares practical tips for handling criticism and experimenting with diverse formats and styles, making this discussion relevant for content creators across various platforms.

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Key Themes

Jule, shares her expertise on creating content that resonates. She blends personal anecdotes with actionable advice to illustrate her points. The major themes include:

1. Creating Valuable Content: Depth and uniqueness in content provide the foundation for engagement. Actionable insights further enhance audience interest.
2. Emotional Connection: Relatability and vulnerability are essential for building trust and loyalty with audiences.
3. Navigating Challenges: From criticism to self-doubt, creators must overcome fears to unlock their full potential.
4. Practical Strategies: Clear frameworks and relatable examples equip participants to implement Jule’s advice immediately.

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1.Go Deep, Not Wide

Jule advises focusing on fewer topics in greater detail. Audiences value expertise and specific insights over surface-level summaries. This approach not only boosts credibility but also helps content stand out. For example, instead of listing 10 tips for social media, an in-depth guide to one strategy would provide more value.

This strategy, however, requires thorough research and expertise, and it might alienate audiences seeking quick overviews. Pairing depth with emotional relatability can mitigate this limitation.

2. Emotional Relatability and Vulnerability

Jule emphasizes the importance of content that resonates emotionally. Sharing personal experiences and struggles fosters trust and relatability. For instance, discussing challenges like imposter syndrome or balancing work and family life can make creators more human and relatable.

While this approach strengthens connections, it requires creators to overcome fears about exposing personal details. The key is balancing openness with professionalism to maintain credibility.

3. Overcoming Fear and Criticism

Many creators fear judgment or negative feedback. Jule encourages embracing vulnerability and learning from criticism. Constructive responses, whether through humor or empathy, can defuse tense situations. Using AI tools to craft respectful replies is one practical solution.

Jule also highlights the importance of discerning between meaningful conversations and unproductive trolling. Engaging with critics requires emotional resilience and strategic thinking.

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Practical Applications

1. Experiment with various content formats to find what feels authentic.
2. Share relatable stories to create emotional connections with your audience.
3. Balance professional teaching with personal insights to humanize your brand.
4. Address audience criticisms with humility and transparency to build credibility.

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Interconnections Between Concepts

Jule demonstrates that structural clarity and emotional relatability are interdependent. Clear, concise content ensures accessibility, while emotional elements drive engagement. Together, these aspects create a cohesive and effective content strategy.

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Future Developments

Jule suggests that authenticity and emotional connection will continue to dominate content trends. Future strategies could explore new platforms like Threads or innovative formats such as micro-podcasts. The emphasis is on adapting to the evolving preferences of audiences.

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Conclusion

Jule’s session provides a comprehensive roadmap for creating impactful content. By prioritizing depth, emotional connection, and authenticity, creators can strengthen their audience relationships and achieve sustainable success. This balanced approach offers both a framework and practical steps for impactful storytelling in the modern content landscape.

Resources:
Made to Stick: Why Some Ideas Survive and Others Die:
https://www.goodreads.com/book/show/69242.Made_to_Stick

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Jule Kim, an executive coach and experienced podcast guest / co-host, shares her approach to creating standout podcast episodes by focusing on meaningful, genuine conversations. Drawing from her experience on over 30 podcasts, Jule emphasizes qualities that truly resonate with listeners: authenticity, rapport, and vulnerability. Rather than using “growth hacks,” she highlights techniques that help both hosts and guests connect in a way that feels real and memorable.

Jule stresses the importance of establishing an authentic connection. She suggests that both the host and guest spend a few minutes chatting before recording. This helps set the tone and build a comfortable environment, allowing the episode to flow naturally. Building rapport in this way is like meeting a new friend—you take time to get familiar and create a positive atmosphere.

Matching energy is another core part of her approach. Jule advises that hosts and guests pay attention to each other’s energy and find a balance that suits the conversation. For instance, if the guest has a calm presence, the host might adjust their own energy to meet that, rather than creating a jarring contrast. This kind of energy matching creates harmony, making the episode more engaging for listeners.

She also encourages hosts to allow room for vulnerability and honesty. Silence can be powerful, Jule says; when hosts don’t rush to fill gaps, guests feel they have space to express themselves openly. Jule explains how pauses can lead to deeper insights, sharing an example where a simple pause allowed her to reflect on family expectations. Many hosts struggle with silence, but she encourages them to let it happen, as it can lead to more authentic and thoughtful responses.

In practical terms, Jule recommends preparing by researching the guest’s background, tuning into their energy, and sharing something personal to invite openness. Challenges can arise, especially when balancing professionalism with friendliness. Jule suggests adapting to the other person’s pace and tone, as rigid interview patterns can often block authentic dialogue.

Ultimately, Jule’s insights show that a successful podcast is less about traditional metrics and more about creating a genuine connection. By prioritizing real conversations and shared humanity, hosts and guests can make episodes that listeners remember. Her coaching emphasizes that authenticity, attentive listening, and vulnerability are key to transforming a podcast episode from ordinary to truly impactful.

Action Items

1. Build Pre-Recording Rapport
  Spend a few minutes before recording to chat with your guest or host. Discuss topics you’ll cover, set intentions, and establish a comfortable tone. This helps break the ice and makes the conversation feel natural.

2. Match Energy Levels
  Pay attention to your guest or host’s energy and adjust your own to complement it. Finding this balance creates a smooth, cohesive flow that keeps listeners engaged and prevents any energy mismatches that could disrupt the conversation.

3. Create Space for Vulnerability
  Don’t rush through questions. Allow moments of silence where guests can pause and think—these gaps often lead to deeper, more insightful answers that listeners connect with.

4. Research and Personalize the Interaction
  Take time to research your guest’s background or the host’s style. This shows respect and interest, and it helps you tailor your conversation to make it more relevant and engaging.

5. Balance Professionalism with Authenticity
  While maintaining a professional tone, try to approach the conversation as you would with a friend. This approach allows for a genuine, relaxed atmosphere, making it easier to build rapport and connect on a human level.

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In this Office Hours led by Illiya Vjestica, the focus is on a crucial tool in creative and consultancy work: the capabilities deck. Illiya emphasizes the importance of this deck in helping freelancers, creative agencies, and consultants stand out in a competitive market. With clients increasingly inundated with pitches, especially in industries affected by AI, he advocates for a well-crafted capabilities deck to engage clients meaningfully. Illiya shares his personal experiences of crafting and evolving his own decks over the years, stressing their role in positioning oneself professionally, showcasing expertise, and securing new business.

The talk provides practical guidance on creating capabilities decks that go beyond listing services, focusing instead on building emotional connections with potential clients. From structuring a deck with clear narratives to using compelling visuals, Illiya encourages attendees to reflect their personal branding in their presentations. This ensures that the deck not only highlights technical skills but also fosters client trust. Overall, the session serves as both an educational guide and motivational call for creatives to invest in their presentation tools, using the capabilities deck for professional growth.

Key Themes

• Importance of Capabilities Decks: A capabilities deck opens doors by communicating skills and services in a way that resonates with clients.
• Personal Branding in Presentations: It’s essential to make decks personal and reflective of your brand to build emotional connections with clients.
• Practical Tips for Deck Creation: Illiya outlines a structured approach, emphasizing clarity, storytelling, and visual engagement in decks.
• Challenges in the Creative Industry: As competition rises and AI plays a larger role, creatives must differentiate themselves through tools like capabilities decks.

High-Level Structure: Pyramid Principle

The presentation builds from general concepts about why capabilities decks matter down to specific steps for creating a successful one. Illiya starts by explaining the competitive nature of the creative industry, particularly the pressure to stand out amidst AI-driven changes. He then covers the importance of decks in helping creatives get noticed, followed by his personal experience in evolving his own decks. Finally, he breaks down how to structure and design an impactful capabilities deck.

The Competitive Creative Landscape
Illiya addresses the state of the creative industry, where increased competition and AI tools make it harder for freelancers, consultants, and agencies to stand out. Traditional methods of attracting clients—like cold pitches or simply showcasing skills—are no longer enough. Clients are approached by many professionals daily, so it’s critical to develop a unique value proposition.

Context: The competition isn’t just about talent; it’s about how effectively you communicate your value. As AI takes over more creative roles, the human touch—empathy, storytelling, and personal connection—becomes the differentiating factor.
Challenge: Many creatives struggle to define and communicate this unique value.

The Power of a Good Capabilities Deck
A capabilities deck is often the first meaningful interaction a client has with a freelancer or agency. A well-constructed deck demonstrates professionalism and foresight.

Mechanism: A deck provides an overview of services, showcases previous work, and presents case studies with measurable outcomes.
Theory: A deck isn’t just about capabilities; it’s about being “investable.” The client needs to see clear benefits of working with you—something that a well-crafted deck can convey.

Personal Branding Through Decks
A capabilities deck should reflect the creator’s personal brand. Illiya advises against generic presentations, advocating for decks that capture the personality of the individual or agency behind them.

Examples: Illiya own branding uses autumnal colors and Star Wars-inspired elements to make his decks memorable.
Application: He encourages others to use imagery and color schemes that resonate with them personally, which helps build an emotional connection with clients.

Step-by-Step Guide to Structuring Decks
Illiya provides a detailed breakdown of how to build an effective capabilities deck, focusing on the following elements:

• Introduction: Start with a compelling hook that grabs the client’s attention within the first few slides.
• Pitch: Clearly define the problem, explain why it matters to the client, and present your solution.
• Credibility: Share your story, highlight past clients, and present case studies with measurable results.
• Call to Action: Always end with a clear next step, making it easy for the client to respond or engage.

Visual Impact and Storytelling
Visuals and storytelling are key components of a deck. Research shows that people are more likely to remember content when it is presented alongside a narrative and visual aids.

Process: Use visuals that are consistent with your brand and support the narrative of your deck.
Example: Illiya uses nature-inspired color schemes and imagery to create a calming and professional tone in his decks.

Explanation of Unique Terminology or Concepts

Capabilities Deck: A presentation tool used to communicate skills, experience, and services to potential clients. It functions like a digital portfolio but is more focused on pitching specific capabilities for a target audience.
Emotional Connection in Presentations: Drawing from the work of Errol Gerson and Simon Sinek, Illiya emphasizes that presentations should aim to connect emotionally with the client, not just display expertise.

Visual Representations

Illiya highlights the use of simple but effective visual techniques:
Slide Layout: Use clean, uncluttered slides, avoid bullet points, and leverage bold typography and impactful imagery.
Flow Example: His suggested flow for the deck includes: Hook → Problem → Solution → Credibility → Case Studies → Call to Action.

Highlight Practical Applications and Actionable Insights

1. Update Your Capabilities Deck Annually: Reflect new projects, learnings, and shifts in your brand positioning.
2. Make It Easy for Clients to Contact You: Include clear contact information and a call-to-action, such as a link to schedule a call.
3. Use Storytelling to Create Engagement: Incorporate client stories, challenges, and how your solutions provided value.

Future Developments

Illiya hints at the growing role of AI in the creative industry, suggesting that professionals need to adapt by integrating AI into their workflows while maintaining the unique human element crucial for client engagement. This integration can help speed up the creation process while preserving the personal touch needed to connect with clients.

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Finding Striking Visual Imagery

Unsplash - https://unsplash.com/
Pexels - https://www.pexels.com/
Illiya’s Photos - https://unsplash.com/@illiyapresents

Illiya’s AI Capabilities Deck Prompt - https://tinyurl.com/2zr6rnu6

Link Tracking Tools:
TinyURL
HubSpot
Bitly

Illiya’s Recommend Books:
Show Your Work - Austin Kleon
Oversubscribed - Daniel Priestley
Story Brand - Donald Miller

Illiya’s Free Guide:
https://illiyapresents.gumroad.com/l/5-presentation-design-combinations

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Embracing the Public Speaking Journey

Chris Do's Pro Call on public speaking offers insights, personal experiences, and practical advice for people looking to improve their communication skills and advance their careers/business and/or professional development.

Quick Recap

Becoming a confident and effective public speaker is a journey, not a destination. Every presentation, whether it's a success or a learning experience, contributes to your growth as a communicator.

Chris Do's story serves as an inspiring example of how facing your fears and consistently putting yourself out there can lead to remarkable personal and professional growth. His journey from a nervous student to a respected industry speaker demonstrates that with dedication and the right mindset, anyone can develop the skill of public speaking.

As you move forward, embrace each opportunity to speak as a chance to learn and improve. Remember that even experienced speakers like Chris still face moments of self-doubt, but it's the ability to push through these challenges that defines successful communicators.

Lastly, keep in mind that your unique perspective and experiences are valuable. Your voice matters, and by developing your public speaking skills, you're not just advancing your own career – you're also contributing to your industry and potentially inspiring others to share their voices as well.

Take the insights and strategies shared in this Pro Call and apply them to your own public speaking journey. With time, practice, and persistence, you too can transform from someone who fears public speaking into a confident, impactful communicator who can inspire and influence others through the power of your words.

Key Takeaways

The Power of Persistence
Long-term benefits of developing public speaking skills

Chris's journey from a nervous, self-doubting speaker to a sought-after presenter underscores the transformative power of persistence. His story demonstrates that with consistent effort and a willingness to learn from experiences, anyone can significantly improve their public speaking abilities and reap professional rewards.

Action Steps:
1. Commit to a long-term plan for improving your public speaking skills
2. Set incremental goals and celebrate small victories along the way
3. Keep a journal to track your progress and reflections on each speaking experience

Authenticity and Personal Style
Developing a unique and genuine speaking approach

Throughout the call, Chris emphasizes the importance of finding and nurturing your authentic voice as a speaker. Rather than trying to emulate others, focus on leveraging your personal strengths, experiences, and natural communication style to create engaging and impactful presentations.

Action Steps:
1. Identify your unique strengths and incorporate them into your speaking style
2. Practice storytelling techniques that feel natural to you
3. Seek feedback from trusted colleagues on how to enhance your authentic presence

Developing a Unique Speaking Style
Leveraging Personal Strengths

Creating a distinctive and authentic presentation approach

Chris emphasizes the importance of developing a speaking style that feels natural and aligns with personal strengths. He suggests using visual cues and storytelling techniques to create engaging presentations that resonate with audiences. This approach allows speakers to differentiate themselves and deliver more impactful talks.

Action Steps:
1. Analyze your most engaging conversations to identify your natural communication style
2. Experiment with different presentation formats (e.g., visual-heavy, story-driven) to find what works best for you
3. Seek feedback from trusted colleagues on your presentation style and adjust accordingly

The Impact of Public Speaking on Career Growth
Opening New Opportunities
How public speaking can accelerate professional development

Chris discusses how his commitment to public speaking has led to numerous career opportunities, including paid speaking engagements and increased visibility in his industry. He emphasizes that public speaking is not just about the immediate presentation but about building a reputation and network over time.

Action Steps:
1. Set specific career goals that could be advanced through public speaking
2. Research speaking opportunities in your industry or field of expertise
3. Develop a signature talk that showcases your unique insights or experiences

Overcoming Technical Challenges
Preparing for the Unexpected

Strategies for handling technical difficulties during presentations

Drawing from his Typecon experience, Chris highlights the importance of being prepared for technical issues. He emphasizes the need for thorough preparation, including having backup plans and being able to deliver content without heavy reliance on slides or notes.

Action Steps:
1. Create a simplified version of your presentation that can be delivered without visual aids
2. Practice your presentation using different devices and in various settings
3. Develop strategies for gracefully handling technical glitches during live presentations

The Psychology of Public Speaking

Managing Self-Doubt and Imposter Syndrome
Techniques for overcoming negative self-talk and anxiety

Chris shares his ongoing struggle with self-doubt, even as an experienced speaker. He discusses the importance of reframing negative thoughts and focusing on the value you can provide to the audience. This insight helps listeners understand that feelings of inadequacy are common and can be managed.

Action Steps:
1. Develop a pre-speaking ritual to calm nerves and boost confidence
2. Write down and challenge negative self-talk before presentations
3. Focus on your unique perspective and the value you bring to the audience

Continuous Improvement in Public Speaking

Embracing a Growth Mindset
The importance of ongoing learning and development in public speaking

Chris emphasizes that becoming a great public speaker is a journey of continuous improvement. He encourages listeners to view each speaking opportunity as a chance to learn and refine their skills, regardless of the outcome.

Action Steps:
1. Record and review your presentations to identify areas for improvement
2. Seek out constructive feedback from audience members and peers
3. Set specific improvement goals for each new speaking engagement

Building Rapport with the Audience
Creating Connection and Engagement

Topic Area: Techniques for establishing a strong connection with listeners

Chris discusses the importance of building rapport with the audience, even in unfamiliar settings. He suggests ways to make the audience feel comfortable and engaged, such as using relatable stories and interactive elements in presentations.

Action Steps:
1. Arrive early to speaking engagements to interact with audience members before your talk
2. Incorporate audience participation elements into your presentations
3. Use personal anecdotes to create emotional connections with your listeners

By following these insights and action steps, aspiring public speakers can begin to transform their communication skills, overcome their fears, and leverage public speaking as a powerful tool for personal and professional growth. Remember that becoming an effective public speaker is a journey that requires patience, practice, and persistence.

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Key Takeaway: Individuals and businesses can effectively define their niche, craft compelling offers, optimize their sales process, and leverage AI for content creation to attract high-value clients and achieve sustainable growth.

Defining Your Niche and Offer: The Foundation for Success

Finding Your Niche:
Identifying the right niche is crucial for business growth and attracting high-paying clients.

Chris Do emphasizes the importance of specialization and targeting a specific niche. He argues that struggling entrepreneurs often try to cater to everyone, leading to diluted messaging and attracting low-paying clients. Conversely, successful entrepreneurs focus on a specific type of client and tailor their services and messaging accordingly.

Action Steps:

1. Reflect on your skills, passions, and past client successes. Identify patterns or areas where you excel and have enjoyed working.
2. Research potential niches within your field. Explore industries with a need for your services and a willingness to pay premium prices.
3. Consider factors like target audience, revenue potential, and personal fulfillment. Choose a niche that aligns with your goals and aspirations.

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Crafting a Clear and Compelling Offer:
Clearly define your offer to attract the right clients and command higher prices.

Chris Do highlights that having a clear offer is crucial for attracting ideal clients and securing premium rates. He encourages participants to think about their ideal client's needs, pain points, and desired outcomes when crafting their offer. Do suggests focusing on a specific problem you solve and tailoring your services and messaging around that solution.

Action Steps:

1. Identify your ideal client's primary pain points and desired outcomes. What problems do you solve for them, and what results can they expect?
2. Develop a concise and compelling value proposition. Clearly articulate the benefits of your services and how you deliver exceptional results.
3. Package your services into clear and easy-to-understand offers. Define the scope of work, deliverables, and pricing to make it easy for clients to understand your value.

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Qualifying Leads and Optimizing Your Sales Process

Effective Lead Qualification:
Implement effective lead qualification methods to save time and focus on high-potential prospects.

Chris Do discusses the importance of qualifying leads to determine if they are a good fit before investing significant time in sales conversations. He suggests using assessments or questionnaires to gauge factors like budget, timeline, and project scope. This approach allows for efficient triage and ensures that you're only engaging with qualified leads.

Action Steps:

1. Identify your ideal client criteria. Determine the non-negotiable factors that qualify a lead as a good fit for your services.
2. Develop a lead qualification system. Implement tools like questionnaires, assessments, or specific qualifying questions during initial interactions.
3. Automate your qualification process. Utilize online forms or email sequences to streamline lead qualification and free up your time for qualified leads.

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Nurturing Leads and Building Relationships:
Implement a system for nurturing leads who are not yet ready to buy, but have potential for the future.

Chris Do stresses the importance of nurturing "maybe" leads, who may not be ready to purchase now but could become valuable clients later. He advises developing a system for staying top-of-mind with these leads through regular check-ins, valuable content, and personalized communication.

Action Steps:

1. Develop a system for segmenting and tracking your leads. Categorize leads as "yes," "no," or "maybe" based on your qualification criteria.
2. Create a nurturing email sequence for "maybe" leads. Provide valuable content, insights, and gentle reminders of your services over a specific timeframe.
3. Supplement your email sequence with personalized communication. Occasionally reach out with relevant articles, resources, or invitations to connect.

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Content Strategy and Leveraging AI for Marketing (1:05:51 - 1:46:06)

The Power of AI in Content Creation:
Utilize AI tools to streamline content creation and repurposing across different platforms.

Do explains how he uses AI tools like GPT to repurpose his existing content into various formats, such as blog posts, social media captions, and email sequences. He emphasizes the importance of training the AI on your existing work to ensure that it accurately reflects your voice and teaching style.

Action Steps:

1. Explore AI content creation tools like GPT-3 and Claude. Familiarize yourself with their capabilities and experiment with different prompts.
2. Curate a library of your existing content. Gather transcripts, articles, and presentations that represent your expertise and communication style.
3. Train the AI on your content. Provide the AI with examples of your writing to ensure that it can generate content consistent with your voice.

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Shifting Focus from Solutions to Problems:
Attract clients by focusing on their problems and positioning yourself as the guide to a solution.

Chris Do suggests that a powerful marketing approach is to focus on the client's problem instead of immediately pitching solutions. By highlighting their pain points and challenges, you create a sense of urgency and position yourself as a valuable resource.

Action Steps:

1. Identify the most common and pressing problems your ideal clients face. What keeps them up at night, and what challenges do they struggle to overcome?
2. Develop content that agitate those problems. Create blog posts, videos, or workshops that shed light on the challenges and their potential consequences.
3. Position yourself as the guide to a solution. Once you've effectively highlighted the problem, offer your services as the path to resolving it.

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Leveraging AI for Business Growth and Personal Branding

This discussion explores how professionals can strategically use and communicate their AI usage to create business opportunities and enhance their personal brand. Chris Do and other participants, share insights on incorporating AI into external communications, client presentations, and personal branding strategies.

AI as a Differentiator in External Communications
Incorporating AI into Outward-Facing Communications
Using AI as a tool to stand out in the market

Chris Do emphasizes the importance of incorporating AI into external communications to create more opportunities. He notes that AI is a significant buzzword, and by mentioning it in your outward-facing communications, you can differentiate yourself from competitors. This strategy can help you stand out, even if it's just by a small margin. The key is not just using AI internally, but actively communicating about it externally.

Action Steps:
1. Identify areas in your business where you're currently using AI
2. Craft messaging that highlights your AI usage in client communications
3. Create content (blog posts, social media updates, etc.) showcasing your AI expertise

Leveraging AI for Speaking Opportunities
Using AI expertise to secure speaking engagements

Chris shares his personal experience of being invited to speak at events specifically about AI in corporate branding. He notes that he's not an AI expert, yet these opportunities arose because he publicly discussed AI. This illustrates how positioning yourself as knowledgeable about AI can lead to new opportunities, even if you're not a deep technical expert.

Action Steps:
1. Develop a presentation or workshop on how you use AI in your field
2. Reach out to industry events or conferences offering to speak on AI applications
3. Share your AI-related insights on professional networks like LinkedIn

Chris emphasized how leveraging AI can set you apart in the marketplace, helping you attract more business opportunities. He also touched on the risks and benefits of equity deals, drawing from his own experiences with acquisitions, hiring, and client work. His advice? Focus on your strengths and short-term strategies to improve your bottom line. The team also discussed challenges with non-profit clients, particularly how their causes, communication styles, and financial commitment should align with your own business criteria for success.

The discussion on equity deals for influencers and content creators provides valuable insights into an emerging trend in influencer marketing and startup partnerships. Chris Do's experience and perspective highlight both the potential rewards and risks associated with these arrangements. Key takeaways include the importance of long-term thinking, understanding the trade-offs between cash and equity, and the need for a strategic, diversified approach to these opportunities.

For influencers considering equity deals, it's crucial to:

- Thoroughly evaluate potential partner companies
- Seek professional legal and financial advice
- Align personal goals with company objectives
- Develop a portfolio approach to spread risk
- Continuously educate oneself on business valuation and startup dynamics
- By approaching equity deals with a well-informed, strategic mindset, influencers can potentially benefit from the long-term
success of innovative companies while contributing meaningfully to their growth.

Equity Deals in Content Creation and Influencer Marketing

This discussion explores the emerging trend of equity deals between software companies and content creators or influencers. Chris Do shares his experiences and insights on how these deals are structured, their potential benefits, and associated risks.

Understanding Equity Deals
The Concept of Equity Deals for Influencers

Software companies offering equity to influencers for customer acquisition

Software as a Service (SaaS) companies are increasingly offering equity to influencers in exchange for help in acquiring new customers. This approach allows companies to tap into established audiences without spending heavily on traditional marketing. The goal is typically to reach a critical mass of satisfied customers (e.g., 200-300) before focusing on scaling. This strategy, as explained by Daniel Priestly, enables companies to align with influencers who share their core values and traits.

Action Steps:
1. Research SaaS companies in your niche that might be open to equity partnerships
2. Evaluate your audience's alignment with potential partner companies' target markets
3. Develop a clear understanding of your audience's size, engagement, and conversion potential

Structure of Equity Deals

Typical equity percentages and expectations in influencer deals

Equity deals usually involve small percentages, often 1-2% or less of the company. Instead of receiving a cash payment (which might range from $30,000 to $100,000), the influencer receives this small equity stake. The potential payoff comes if the company is sold. For example, a 1% stake in a company sold for $100 million would result in a $1 million payout. This structure encourages influencers to think long-term and align their interests with the company's success.

Action Steps:
1. Calculate potential outcomes of equity deals vs. cash payments for your typical collaborations
2. Consult with a financial advisor to understand the tax implications of equity deals
3. Develop criteria for evaluating potential equity partnerships based on company potential and your risk tolerance

Key Considerations for Equity Deals

Risk vs. Reward
Balancing the high risk and potential high reward of equity deals

Chris Do emphasizes that equity deals in startups are inherently high-risk. The potential for a significant payout exists, but many startups fail or struggle to achieve profitability. He shares his personal experience with four equity deals, highlighting that most have not resulted in successful outcomes. This underscores the importance of not relying on equity deals for immediate income needs and viewing them as potential long-term investments.

Action Steps:
1. Assess your financial stability and ability to take on high-risk investments
2. Create a diverse portfolio of collaborations, balancing cash payments with selective equity deals
3. Develop a system for tracking and evaluating the progress of companies you have equity in

Performance Metrics and Expectations
Focusing on specific customer acquisition goals rather than content deliverables

Unlike traditional influencer partnerships that focus on content deliverables (e.g., number of posts), equity deals typically center around helping the company achieve specific customer acquisition goals. The influencer has the flexibility to achieve these goals through whatever means they find most effective. This approach requires a mindset shift from being a service provider to thinking like a business partner with a vested interest in the company's success.

Action Steps:
1. Develop strategies for driving customer acquisition that go beyond your usual content creation
2. Create a system for tracking the impact of your efforts on a partner company's customer growth
3. Regularly communicate with the partner company to stay aligned on goals and progress

Mindset and Approach to Equity Partnerships

Shifting from Service Provider to Business Partner

Adopting a partnership mentality in equity deals

Chris Do emphasizes the importance of truly thinking like a business partner when entering into equity deals. This means going beyond simply fulfilling content requirements and actively engaging with the company's growth and success. It involves regularly checking in on the company's progress, offering strategic input, and being invested in the long-term outcomes. This shift in mindset is crucial for maximizing the potential of equity partnerships.

Action Steps:
1. Develop a habit of regularly reviewing and analyzing the business metrics of companies you have equity in
2. Proactively offer strategic suggestions and support to your partner companies beyond content creation
3. Network with other influencers involved in equity deals to share best practices and insights

Evaluating Potential Equity Partnerships
Criteria for selecting equity deals and assessing company potential

When considering equity deals, it's crucial to evaluate the company's potential for growth and eventual sale or profitability. Chris advises against entering equity deals out of immediate financial need. Instead, focus on companies with strong leadership, innovative products or services, and clear paths to scalability. Consider factors such as the company's current revenue, growth rate, and potential market size.

Action Steps:
1. Develop a checklist of criteria for evaluating potential equity partnerships
2. Research successful exits in the relevant industry to understand what makes a company attractive for acquisition
3. Build relationships with entrepreneurs and investors to improve your ability to assess startup potential

Financial Aspects of Equity Deals
Understanding the Trade-offs
Balancing cash payments with equity stakes

Chris Do explains the inverse relationship between cash payments and equity stakes. The more cash an influencer takes upfront, the less equity they typically receive. This presents a strategic decision for influencers: prioritize immediate income or potential long-term gains. Chris provides an example where choosing full equity (1%) over a $100,000 cash payment could result in a $1 million payout if the company sells for $100 million. However, he emphasizes that this is a high-risk scenario and should not be relied upon for immediate financial needs.

Action Steps:
1. Create a personal financial model to determine your optimal balance between cash and equity compensation
2. Set clear financial goals and timelines to guide your decision-making on equity deals
3. Develop a strategy for reinvesting cash payments to diversify your income streams

Valuation and Exit Strategies

Understanding company valuations and potential exit scenarios

Chris touches on how software companies, particularly those with subscription models, are often valued. He mentions a common "10x multiplier" on annual recurring revenue for company valuations. For instance, a company with $10 million in annual recurring revenue might be valued at $100 million. This knowledge is crucial for influencers to understand the potential value of their equity stakes and the goals the company needs to achieve for a successful exit.

Action Steps:
1. Educate yourself on basic business valuation methods, particularly for SaaS companies
2. When considering an equity deal, request information on the company's current revenue and growth projections
3. Discuss potential exit scenarios and timelines with the company before agreeing to an equity deal

Legal and Contractual Considerations
Importance of Legal Counsel

Seeking professional legal advice for equity deals

Chris emphasizes the complexity of equity deals and the importance of consulting with an attorney. He prefaces his advice by stating he's not a lawyer and that his insights are based on personal experience. This underscores the need for professional legal guidance when entering into equity agreements, as they can have significant long-term financial implications and involve complex contractual terms.

Action Steps:
1. Identify and consult with a lawyer experienced in equity compensation and startup law
2. Create a list of key questions and concerns to discuss with legal counsel before entering any equity deal
3. Establish a relationship with a legal advisor for ongoing consultation as your equity portfolio grows

Vesting and Performance Criteria
Understanding how equity is earned and vested

Chris explains that equity in these deals is typically tied to performance metrics, such as helping the company onboard a specific number of new customers. Once the influencer meets these criteria, their shares are fully vested. It's crucial to understand the specific performance expectations and vesting schedule associated with each equity deal.

Action Steps:
1. Clearly define and document the performance criteria and vesting schedule for each equity deal
2. Develop a system for tracking your progress towards meeting the agreed-upon metrics
3. Regularly communicate with the company to ensure alignment on progress and any potential adjustments to goals

Strategic Approach to Influencer Equity Deals
Long-term Thinking and Portfolio Approach

Viewing equity deals as part of a broader investment strategy

Chris advocates for a long-term, portfolio approach to equity deals. Rather than relying on a single deal, influencers should consider building a diverse portfolio of equity stakes in different companies. This approach spreads risk and increases the chances of benefiting from a successful exit. It also requires patience and the ability to withstand the potential failure of some investments.

Action Steps:
1. Set a goal for the number of equity deals you aim to participate in over a specific timeframe
2. Develop criteria for diversifying your equity portfolio across different industries or company stages
3. Create a system for regularly reviewing and rebalancing your equity portfolio

Leveraging Your Unique Value as an Influencer

Understanding and maximizing your value in equity partnerships

Chris highlights that an influencer's value in these deals goes beyond just their audience size. It's about the ability to effectively onboard new customers and contribute to the company's growth. This requires understanding your audience's behaviors, preferences, and potential alignment with the partner company's offerings. It also involves being creative and strategic in how you leverage your influence to drive customer acquisition.

Action Steps:
1. Conduct an in-depth analysis of your audience demographics, interests, and purchasing behaviors
2. Develop case studies of your most successful brand partnerships to showcase your value to potential equity partners
3. Create a unique value proposition that highlights how your influence can drive customer acquisition beyond just content creation

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Introduction to Hooks and CTAs Workshop

Elle Money introduces an interactive workshop format designed to engage participants actively in learning about hooks and CTAs for Instagram content. This approach aims to enhance retention and practical application of the concepts presented.

Workshop Structure and Expectations
Topic Area - Interactive Learning Approach

Unlike typical workshops where participants passively receive information, this session encourages active participation. Attendees will analyze real examples of hooks from various niches and formats on Instagram. They'll be asked to evaluate whether each hook is effective and explain their reasoning. This hands-on approach helps participants develop critical thinking skills and learn to recognize effective hooks in practice.

Action Steps

1. Prepare to actively engage in the workshop by analyzing examples
2. Practice identifying good and bad hooks in Instagram content
3. Reflect on your own content and how you can apply these principles

Presenter Introduction
Elle Money's Background and Expertise

Elle Money introduces herself as an Instagram expert with 7-8 years of experience in the field. She previously worked as the social media manager for The Futur™ for over 4 years before pursuing her own full-time ventures. This background establishes her credibility and expertise in the subject matter, assuring participants of the value of the insights they'll gain from the workshop.

Action Steps

1. Research Elle Money's work and previous content for additional insights
2. Follow @elle.social on Instagram to stay updated with her latest strategies
3. Consider how Elle's experience aligns with your own goals in social media marketing

Understanding Hooks

Elle Money begins by defining what a hook is and explaining its importance in Instagram content. This foundational knowledge sets the stage for more in-depth discussions on creating effective hooks.

Definition and Importance of Hooks
Topic Area - What is a Hook?

A hook is the first thing a viewer sees or hears when encountering content on Instagram. For reels, it includes both the first few seconds of the video and the first line of the caption. For static content like carousel posts or single images, it's the first slide or the most visually prominent element, as well as the first line of the caption. The hook's purpose is to grab attention and entice the viewer to engage further with the content.

Action Steps

1. Audit your recent Instagram posts to identify your current hooks
2. Analyze the first few seconds of your reels and the first lines of your captions
3. List 3 ways you can improve your hooks based on this definition

Elements of an Effective Hook
Visual and Textual Components

Elle emphasizes that an effective hook on Instagram has two main components: the visual hook (what appears in the post itself) and the caption hook (the first line of text). She advises against repeating the same hook in both places, as this misses an opportunity to provide additional information and engage the viewer further. By using both components strategically, content creators can maximize their chances of capturing audience attention.

Action Steps

1. Review your recent posts and identify where you may have repeated hooks
2. Brainstorm ways to create complementary visual and caption hooks
3. Experiment with different hook combinations in your next 3 posts

Analyzing Hook Examples
Elle presents several real-world examples of hooks on Instagram, encouraging participants to evaluate their effectiveness. This practical exercise helps reinforce the concepts and develop critical analysis skills.

Evaluating Hook Effectiveness

Participants analyze various hooks, considering factors such as clarity, relevance to the content, use of negative hooks (e.g., "3 outfits you'll hate"), and the interplay between visual and caption hooks. Elle guides the discussion, pointing out strengths and missed opportunities in each example. This exercise demonstrates that effective hooks often provide clear value propositions, use intriguing language, and take advantage of both visual and textual elements.

Action Steps

1. Create a spreadsheet to track and analyze hooks from 10 popular accounts in your niche
2. Practice writing alternative hooks for existing posts to improve their effectiveness
3. Share your analysis with a peer or mentor for feedback and discussion

Crafting Effective Hooks
Building on the analysis of examples, Elle provides guidance on how to create compelling hooks for different types of Instagram content.

Techniques for Creating Hooks
Leveraging Hierarchy and Contrast

Elle emphasizes the importance of visual hierarchy in static posts and carousels. By making key information stand out through size, color, or placement, creators can ensure that the most important elements of their hook are immediately noticeable. She also discusses the power of contrast, such as presenting unexpected or contrary information (e.g., "Steve Jobs sucked at storytelling") to pique curiosity and encourage further engagement.

Action Steps

1. Experiment with different font sizes and colors in your next carousel post to create clear visual hierarchy
2. Brainstorm 5 "contrary" hooks related to common beliefs in your niche
3. Create a template for your static posts that emphasizes the hook through design elements

Personalizing Hooks
Adding Context and Relatability

Elle demonstrates how adding personal context to hooks can increase their effectiveness. By explaining why a topic is relevant or sharing a personal anecdote, creators can make their content more relatable and interesting to their audience. This approach helps bridge the gap between the hook and the main content, encouraging viewers to engage more deeply with the post.

Action Steps

1. Write down 3 personal experiences related to your niche that could serve as hooks
2. Practice incorporating "why" statements into your hooks to provide context
3. Ask your audience what types of personal stories they find most engaging

Call-to-Actions (CTAs)
After covering hooks, Elle transitions to discussing the importance of effective CTAs in Instagram content.

Understanding CTAs
Purpose and Placement of CTAs

Elle explains that CTAs (Call-to-Actions) are crucial for guiding audience behavior after they've engaged with your content. She emphasizes that CTAs should be clear, specific, and aligned with the content of the post. The placement of CTAs is also discussed, with recommendations for including them in both the caption and, where appropriate, within the visual content itself.

Action Steps

1. Review your last 10 posts and identify where you've used CTAs (or missed opportunities to use them)
2. Create a list of 5-10 specific CTAs relevant to your content and goals
3. Experiment with placing CTAs in different parts of your posts (beginning, middle, end of captions, in visuals)

Crafting Effective CTAs
Techniques for Compelling CTAs

Elle provides strategies for creating CTAs that motivate action. She emphasizes the importance of using action verbs, creating a sense of urgency, and aligning the CTA with the viewer's interests and the post's content. Elle also discusses the balance between being direct and maintaining an authentic, non-pushy tone in CTAs.

Action Steps

1. Create a swipe file of effective CTAs you encounter on Instagram
2. Practice rewriting weak CTAs from your past posts to make them more compelling
3. A/B test different CTA phrasings in your stories to see which perform better

Integrating Hooks and CTAs
Elle concludes by discussing how hooks and CTAs work together to create engaging and effective Instagram content.

Aligning Hooks and CTAs
Creating Cohesive Content

Elle emphasizes the importance of ensuring that hooks and CTAs work together seamlessly. The hook should naturally lead into the content, which then supports and justifies the CTA. This alignment creates a cohesive post that guides the viewer from initial interest to desired action. Elle provides examples of how to structure posts to maintain this flow from hook to CTA.

Action Steps

1. Map out the flow from hook to CTA for your next 5 posts before creating them
2. Practice writing hooks that hint at the eventual CTA without giving everything away
3. Ask a fellow creator to review your posts for coherence between hooks and CTAs

Measuring and Improving Performance
Analytics and Iteration

Elle discusses the importance of tracking the performance of different hooks and CTAs. By paying attention to engagement metrics, creators can identify which approaches resonate best with their audience. She encourages ongoing experimentation and refinement based on these insights.

Action Steps

1. Set up a tracking system to monitor the performance of different hook and CTA styles
2. Commit to testing at least one new hook or CTA approach each week
3. Schedule monthly reviews of your content performance to identify trends and areas for improvement

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Throughout this discussion, we've explored several crucial aspects of establishing and growing a successful digital marketing consultancy:

1. Defining Your Niche: We emphasized the importance of specializing in both what you do (horizontal) and who you do it for (vertical), allowing you to become a sought-after expert in your chosen field.

2. Effective Self-Introduction: We discussed moving beyond the traditional elevator pitch to more engaging, client-centric introduction techniques that immediately address your audience's pain points.

3. Leveraging Personal Background: We explored how to integrate your unique experiences and interests into your professional niche, enhancing authenticity and connection with clients.

4. Focused Business Strategy: We stressed the power of specialization and overcoming the fear of limiting opportunities, recognizing that a narrow focus often leads to greater success.

5. Marketing and Client Acquisition: We covered strategies for content marketing, networking, and showcasing results to attract ideal clients.

6. Pricing and Packaging: We discussed the shift towards value-based pricing and creating comprehensive service packages that align with client needs.

7. Building Credibility: We explored methods to establish thought leadership, leverage social proof, and share expertise through speaking engagements.

8. Scaling Your Business: We addressed strategies for growth, including productized services, team building, and creating digital products.

9. Continuous Improvement: We emphasized the importance of staying current with industry trends and actively seeking and implementing client feedback.

Implementing these strategies requires dedication, patience, and a willingness to continuously refine your approach. Remember that success in digital marketing consulting is not just about mastering the latest tools and techniques, but also about building strong relationships, delivering tangible value to clients, and constantly evolving to meet market demands.

As you move forward, focus on gradual, consistent progress rather than overnight transformation. Start by selecting one or two key areas from this discussion to implement in your business. Set specific, measurable goals and regularly assess your progress. Be prepared to adapt your strategies as you gain more experience and insight into what works best for your unique situation.

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The Importance of Specificity in Your Niche
Balancing horizontal and vertical dimensions in defining your niche

Chris Do emphasizes the need to consider both what you do (horizontal) and who you do it for (vertical) when defining your niche. This approach helps potential clients understand if you're the right fit for them. While it's often easier to define the horizontal aspect, the vertical dimension is crucial for creating a cohesive and targeted business identity.

Action Steps:
1. List out all the services you currently offer as a digital marketing consultant
2. Identify the common industries or types of clients you've worked with so far
3. Analyze which vertical(s) align best with your skills, interests, and financial goals

Identifying Your Ideal Vertical
Analyzing current clients to determine the most promising vertical

Chris guides Tahe through a process of examining his existing client base to identify patterns and potential verticals. This involves looking at the types of clients (e.g., health and wellness professionals), their specific fields (e.g., clinical psychologists, medical doctors, fitness professionals), and considering factors such as profitability and personal interest or affinity.

Action Steps:
1. Create a spreadsheet listing all your current and past clients
2. Categorize clients by industry and note the revenue generated from each
3. Reflect on which client types or industries you enjoy working with most

Factors in Choosing Your Niche
Considering financial, personal, and strategic factors in niche selection

Chris highlights several key factors to consider when choosing a niche: profitability, personal joy or satisfaction, and personal affinity or background. He encourages Tahe to think about which clients bring in the most money, which work is most enjoyable, and how personal experiences or interests might align with certain niches.

Action Steps:
1. Rank your top 3 client types based on profitability
2. List 3-5 personal interests or experiences that could relate to potential niches
3. Write a brief reflection on how your background (e.g., nursing education) could be leveraged in your marketing

The Power of Specialization
Understanding the benefits of committing to a specific niche

Chris emphasizes the importance of committing to a specific niche, even if it feels constraining at first. He explains that this specificity allows for more targeted and effective marketing, making it easier to speak directly to the needs and pain points of a particular audience. This approach is likened to writing a personalized love letter rather than a generic "to whom it may concern" message.

Action Steps:
1. Choose one specific niche to focus on for the next 3 months as an experiment
2. Research and list 5 common pain points for professionals in your chosen niche
3. Draft a brief "elevator pitch" that speaks directly to your chosen niche and their challenges

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Effective Self-Introduction Techniques

This section explores alternative approaches to the traditional elevator pitch, focusing on how to introduce yourself and your services in a more engaging and client-centric manner.

Moving Beyond the Elevator Pitch
Embracing modern, client-focused introduction methods

Chris references Michael Port's "Book Yourself Solid" approach, which aims to replace the traditional elevator pitch with more dynamic and engaging self-introduction techniques. This shift focuses on putting the client's needs and challenges at the forefront, rather than simply listing your services or qualifications.

Action Steps:
1. Research Michael Port's "Book Yourself Solid" methodology
2. Write down 3 common problems your ideal clients face
3. Practice introducing yourself by first mentioning these client problems

The "You Know How..." Technique
Using a problem-centric approach to introduce your services

Chris introduces a specific technique for self-introduction that starts with "You know how..." followed by a description of a common problem faced by the target audience. This approach immediately engages the listener by addressing a familiar pain point, making your introduction more relevant and compelling.

Action Steps:
1. Craft three different "You know how..." statements relevant to your niche
2. Test these statements with a colleague or friend for feedback
3. Incorporate the most effective statement into your LinkedIn profile or website copy

Tailoring Your Introduction to Different Time Frames
Adapting your introduction for various situations

Chris mentions that there are different versions of this introduction technique designed for various time frames - 15 seconds, 1 minute, and 3 minutes. This flexibility allows you to adapt your introduction to different social and professional contexts, ensuring you can effectively communicate your value proposition whether you have a brief moment or an extended conversation.

Action Steps:
1. Develop a 15-second version of your "You know how..." introduction
2. Expand this into a 1-minute version that includes a brief solution overview
3. Create a 3-minute version that incorporates a success story or case study

Leveraging Personal Background and Interests
This section explores how to integrate your personal experiences, interests, and background into your professional niche and marketing approach.

Aligning Personal Affinity with Professional Focus
Incorporating personal interests into your niche selection

Chris encourages Tahe to consider his personal affinities and background when defining his niche. He uses examples like enjoying fishing or the outdoors to illustrate how personal interests can naturally align with certain professional verticals, making the work more enjoyable and authentic.

Action Steps:
1. List your top 5 personal interests or hobbies
2. Brainstorm potential client types or industries that relate to these interests
3. Identify one way to incorporate a personal interest into your marketing content

Leveraging Educational Background
Using your educational history to enhance credibility and understanding

Tahe mentions his background in nursing, which Chris recognizes as a valuable asset in understanding and serving clients in the health and wellness space. This illustrates how educational background, even if not directly related to your current services, can provide unique insights and credibility in certain niches.

Action Steps:
1. Review your educational history and identify relevant courses or experiences
2. Write a brief paragraph explaining how your educational background benefits clients
3. Incorporate this information into your professional bio or "About" page

Embracing Holistic Approaches
Recognizing and aligning with emerging industry trends

Tahe expresses interest in the holistic wellness center model, where different health professionals collaborate to provide comprehensive care. This demonstrates the importance of staying aware of industry trends and aligning your services with approaches that resonate with both you and your target market.

Action Steps:
1. Research current trends in your chosen niche or industry
2. Identify how your services can support or complement these trends
3. Develop a service package or marketing message that aligns with the holistic approach in your industry

By focusing on these areas - defining your niche, crafting effective introductions, and leveraging your personal background - you can create a more targeted, authentic, and compelling digital marketing consultancy. Remember to continuously refine your approach based on client feedback and results.

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Developing a Focused Business Strategy
This section delves into the importance of narrowing your focus and developing a clear, targeted business strategy for your digital marketing consultancy.

The Power of Specialization
Understanding the benefits of a narrow focus

Chris emphasizes the importance of specializing in a specific niche or service area. He explains that while it may feel counterintuitive to narrow your focus, doing so actually makes it easier to attract clients and command higher rates. Specialization allows you to develop deep expertise, speak directly to your target audience's needs, and differentiate yourself from generalist competitors.

Action Steps:
1. Identify the top 3 services you're most skilled at or enjoy providing the most
2. Research the market demand for these specialized services in your chosen niche
3. Develop a unique selling proposition (USP) based on your specialized offerings

Overcoming the Fear of Limiting Opportunities
Addressing concerns about missing out on potential clients

Chris addresses the common fear that specializing might lead to missing out on potential clients or opportunities. He explains that while you may turn away some work that doesn't fit your niche, you'll attract more of the right clients who value your specific expertise. This approach leads to more fulfilling work and often higher profitability.

Action Steps:
1. Write down your concerns about specializing and potential missed opportunities
2. For each concern, list potential benefits of specialization that could outweigh it
3. Set a timeline (e.g., 3-6 months) to test a specialized approach and evaluate results

Aligning Services with Client Needs
Tailoring your offerings to your target market's specific challenges

Chris guides Tahe in thinking about how his digital marketing services can be tailored to address the specific needs of health and wellness professionals. This involves understanding the unique challenges and goals of these clients and framing your services as solutions to their problems.

Action Steps:
1. Conduct interviews with 3-5 ideal clients to understand their biggest marketing challenges
2. Create a list of how your services directly address these specific challenges
3. Revise your service descriptions to clearly communicate these targeted solutions

Effective Marketing and Client Acquisition Strategies
This section focuses on strategies for attracting and converting ideal clients for your digital marketing consultancy.

Leveraging Content Marketing
Using valuable content to attract and engage potential clients

Chris suggests creating content that demonstrates your expertise and provides value to your target audience. This could include blog posts, videos, or social media content that addresses common questions or challenges in your niche. By consistently sharing valuable insights, you position yourself as an authority and attract potential clients.

Action Steps:
1. Create a content calendar with topics relevant to your niche's pain points
2. Produce and publish at least one piece of valuable content per week
3. Share your content on platforms where your ideal clients are most active

Networking and Referrals
Building relationships to generate leads and referrals

Chris emphasizes the importance of networking within your chosen niche. This involves attending industry events, joining professional associations, and building relationships with complementary service providers. These connections can lead to referrals and collaborations that help grow your business.

Action Steps:
1. Identify and join 2-3 professional associations relevant to your niche
2. Attend at least one industry event or conference in the next quarter
3. Develop a referral program to incentivize clients and partners to recommend your services

Demonstrating Results Through Case Studies
Showcasing your expertise and results to attract new clients

Chris suggests creating detailed case studies that highlight the results you've achieved for clients in your niche. These case studies serve as powerful social proof, demonstrating your ability to solve specific problems and deliver measurable outcomes for businesses similar to your prospective clients.

Action Steps:
1. Select your top 3 client success stories that align with your chosen niche
2. Create detailed case studies for each, including challenges, solutions, and quantifiable results
3. Feature these case studies prominently on your website and in your marketing materials

Pricing and Packaging Your Services
This section addresses strategies for pricing your digital marketing services and creating attractive service packages.

Value-Based Pricing
Shifting from hourly rates to value-based pricing models

Chris advocates for moving away from hourly billing towards value-based pricing. This approach involves pricing your services based on the value and results you deliver to clients, rather than the time spent. Value-based pricing allows you to charge premium rates for your specialized expertise and align your incentives with your clients' success.

Action Steps:
1. List the key outcomes and benefits your services provide to clients
2. Research industry benchmarks for the value of these outcomes (e.g., increased revenue, time saved)
3. Develop a pricing structure that reflects the value you deliver rather than hours worked

Creating Service Packages
Bundling services to provide comprehensive solutions

Chris suggests creating service packages that address multiple aspects of your clients' needs. These packages can combine various digital marketing services into cohesive solutions, making it easier for clients to understand and purchase your offerings. Well-designed packages can also increase your average project value and streamline your workflow.

Action Steps:
1. Identify 3-5 core services that complement each other well
2. Create 2-3 tiered service packages that cater to different client needs and budgets
3. Develop clear descriptions and pricing for each package, highlighting the value and outcomes

By implementing these strategies - focusing your business, marketing effectively, and structuring your services and pricing - you can create a more successful and sustainable digital marketing consultancy. Remember to continuously refine your approach based on client feedback and market trends.
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Building Credibility and Authority in Your Niche

This section focuses on strategies to establish yourself as a trusted expert in your chosen niche, enhancing your ability to attract and retain high-value clients.

Developing Thought Leadership
Positioning yourself as an industry expert through content creation

Chris emphasizes the importance of consistently producing high-quality, insightful content that addresses the specific needs and challenges of your target audience. This could include blog posts, podcasts, videos, or social media content. By sharing valuable insights and staying ahead of industry trends, you position yourself as a go-to resource in your niche.

Action Steps:
1. Identify 5-10 key topics or questions that are most relevant to your niche
2. Create a content schedule to address these topics across various platforms
3. Commit to producing at least one piece of in-depth content (e.g., long-form blog post, video) per month

Speaking and Teaching Opportunities
Sharing your expertise through presentations and workshops

Chris suggests seeking out opportunities to speak at industry events, host workshops, or teach courses related to your niche. These activities not only position you as an expert but also provide valuable networking opportunities and can lead to new client relationships.

Action Steps:
1. Research upcoming conferences or events in your niche and apply to be a speaker
2. Develop a workshop curriculum on a key topic in your area of expertise
3. Reach out to local business organizations or schools to offer guest lectures or seminars

Scaling Your Digital Marketing Consultancy

This section addresses strategies for growing your business beyond individual client work, allowing for increased revenue and impact.

Developing Productized Services
Creating standardized service offerings for scalability

Chris introduces the concept of productized services - standardized offerings that can be delivered efficiently to multiple clients. This approach allows you to scale your business more effectively than custom projects, while still providing valuable solutions to your clients.

Action Steps:
1. Identify 2-3 common client needs that could be addressed with a standardized solution
2. Develop a process and pricing structure for each productized service
3. Create marketing materials to promote these standardized offerings

Building a Team or Network of Specialists
Expanding your capacity through strategic partnerships or hiring

As your business grows, Chris suggests considering ways to expand your capacity without compromising quality. This could involve hiring employees, partnering with other specialists, or building a network of freelancers. By carefully curating a team or network, you can take on more clients and offer a broader range of services.

Action Steps:
1. List the skills or services you most often need to complement your core offerings
2. Research potential partners or freelancers who specialize in these areas
3. Develop a system for vetting and onboarding new team members or partners

Creating Digital Products or Courses
Leveraging your expertise to create scalable income streams

Chris mentions the potential of creating digital products or online courses as a way to scale your impact and income. These products allow you to share your knowledge with a broader audience and generate passive income alongside your consulting work.

Action Steps:
1. Identify your most frequently asked questions or requested advice from clients
2. Outline a potential e-book or online course that addresses these common needs
3. Research platforms for hosting and marketing your digital products

Continuous Improvement and Adaptation
This final section emphasizes the importance of ongoing learning and adaptation in the fast-paced digital marketing landscape.

Staying Current with Industry Trends
Maintaining relevance through continuous learning

Chris stresses the importance of staying up-to-date with the latest trends, tools, and best practices in digital marketing. This ongoing education ensures that you can provide cutting-edge solutions to your clients and maintain your competitive edge.

Action Steps:
1. Subscribe to 3-5 reputable industry publications or newsletters
2. Set aside dedicated time each week for professional development and learning
3. Attend at least one major industry conference or training event annually

Soliciting and Acting on Client Feedback
Refining your services based on client input

Chris encourages regularly seeking feedback from your clients to understand their evolving needs and improve your services. This client-centric approach helps you refine your offerings, enhance client satisfaction, and identify new opportunities for growth.

Action Steps:
1. Develop a standardized feedback process for all client projects
2. Schedule quarterly check-ins with long-term clients to discuss their changing needs
3. Use client feedback to inform your service development and marketing strategies

By focusing on these areas - building credibility, scaling your business, and continuously improving - you can establish a thriving digital marketing consultancy that stands out in your chosen niche. Remember that success in this field requires a balance of specialized expertise, strategic thinking, and adaptability to meet the evolving needs of your clients and the market.\

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Resources:

1. 2Bobs Podcast: https://2bobs.com/
- A highly recommended podcast for creative professionals seeking to deepen their understanding of business and strategy.

2. Jonathan's Daily List: https://jonathanstark.com/daily
- A resource for solo consultants aiming to maximize their efficiency and earnings without expanding their team.

3. Punctuation: Your Creative Firm is a Single Building with Two Rooms:
https://punctuation.com/your-creative-firm-is-a-single-building-with-two-rooms/
- An article offering insights into managing and structuring creative businesses effectively.

4. The Futur Content on Copywriting and Cold Emails
https://thefutur.com/content/copywriting-and-cold-emails)
- A guide focusing on crafting compelling copy and emails for business success.

5. 7 Strategies for Wealth & Happiness by Jim Rohn
https://www.goodreads.com/book/show/764702.7_Strategies_for_Wealth_Happiness
- A book that provides powerful ideas for achieving wealth and personal fulfillment.

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Effective Communication and Asking for What You Want

This conversation explores the nuances of effective communication, particularly in asking for what you want. It delves into the dynamics of parent-child relationships, professional settings, and personal interactions, highlighting the importance of intention, emotional intelligence, and neutral communication.

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The Art of Asking

Asking with Generosity and Neutrality
Framing requests in a positive, non-threatening manner

Chris Do emphasizes the importance of asking questions with a spirit of generosity and neutrality. He suggests that the way we ask for things can significantly impact the response we receive. By framing requests in terms of giving joy or allowing something, rather than demanding or withholding, we can create a more positive interaction. This approach helps prevent fear and shutdown in communication.

Action Steps:
1. Before making a request, reflect on how you can frame it in a way that considers the other person's perspective and feelings.
2. Practice asking questions that allow for a genuine yes or no response without implicit pressure.
3. Monitor your tone and body language when making requests to ensure they align with a spirit of neutrality and openness.

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The Impact of Violent Communication

Understanding how aggressive or threatening communication affects relationships

Description: Chris highlights how "violent" communication, whether in asking or responding, can lead to fear and reluctance in future interactions. This applies to both the person making the request and the one responding. When we respond aggressively to requests or ask questions with underlying threats, it creates a cycle of negative communication. This insight is crucial for maintaining open and healthy relationships, both personal and professional.

Action Steps:
1. Identify instances in your past where you may have used "violent" communication and reflect on how it affected the outcome.
2. Practice rephrasing common requests or responses in a more neutral, non-threatening manner.
3. Set a goal to catch yourself before responding aggressively to requests, and instead pause to formulate a more constructive response.

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Parent-Child Dynamics in Communication
Understanding Unspoken Intentions

Recognizing the underlying messages in requests

Chris uses the example of a child asking to spend time with friends to illustrate how requests often carry unspoken intentions or implications. In this case, the child's request implies unsupervised time in potentially risky situations, with an underlying threat of dislike if denied. Understanding these hidden aspects of communication is crucial for addressing the real issues at hand and maintaining healthy relationships.

Action Steps:
1. When receiving a request, especially from family members or colleagues, take a moment to consider what might be implied beyond the surface-level question.
2. Practice asking clarifying questions to uncover the true intentions behind requests.
3. In your own requests, strive to be more transparent about your underlying motivations and concerns.

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Balancing Responsibility and Freedom

Navigating the complexities of parent-child communication

The conversation touches on the delicate balance between a child's desire for independence and a parent's responsibility for safety. Chris's approach of offering a compromise (staying nearby but separate) demonstrates a way to address both the child's need for autonomy and the parent's concern for safety. This scenario highlights the importance of finding creative solutions in communication that respect both parties' needs.

Action Steps:
1. In parenting or mentoring situations, brainstorm compromise solutions before outright denying requests.
2. Engage in open dialogues about the reasons behind rules or denials, helping the other person understand your perspective.
3. Regularly reassess rules and boundaries as children grow, adjusting them to match their developing maturity and responsibility.

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Professional Communication and Rejection
Institutional vs. Personal Rejection

Differentiating between rejection from institutions and individuals

Melanie points out that people tend to handle rejection from institutions differently than from individuals. This insight suggests that we might benefit from approaching personal rejections with the same objectivity we apply to institutional ones. Understanding this difference can help in developing resilience and maintaining a positive self-image in the face of various types of rejection.

Action Steps:
1. Reflect on your emotional responses to rejections from institutions versus individuals, noting any differences.
2. Practice reframing personal rejections as you would institutional ones, focusing on external factors rather than personal worth.
3. Develop a rejection resilience plan, outlining steps to process and move forward from both types of rejection.

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The Cost of Asking in Professional Settings
Understanding the investment and risks in professional requests

Chris highlights the significant investments often made in professional settings when asking for work or opportunities. This includes not just time and effort, but also substantial financial resources and creative energy. By recognizing these investments as part of the business process rather than personal rejection, professionals can maintain a healthier perspective on outcomes and continue to pursue opportunities without undue emotional burden.

Action Steps:
1. Keep a record of your professional 'asks' and their outcomes to gain perspective on the natural rhythm of acceptances and rejections.
2. Create a post-rejection routine that includes analyzing the experience for lessons and immediately pivoting to the next opportunity.
3. Set aside a budget (time and resources) specifically for creating proposals and pitches, viewing it as a necessary business investment rather than a personal risk.

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Emotional Intelligence in Communication
Developing Emotional Maturity

Enhancing emotional intelligence in communication

The conversation emphasizes the role of emotional intelligence in effective communication, particularly in how we ask for things and handle responses. Chris and Melanie discuss how emotional maturity affects our ability to communicate our needs clearly and handle rejection or negative responses constructively. This insight is crucial for personal growth and improving all types of relationships.

Action Steps:
1. Engage in regular self-reflection exercises to increase awareness of your emotional responses in various communication scenarios.
2. Practice expressing your needs and wants clearly and directly, without relying on passive-aggressive or manipulative tactics.
3. Seek feedback from trusted friends or mentors on your communication style and emotional responses to challenging situations.

‍

Overcoming Fear of Asking
Addressing the root causes of communication apprehension

The discussion touches on why people often fear asking for what they want, linking it to past experiences and childhood development. Understanding these root causes can help individuals overcome their hesitation and communicate more effectively. By recognizing that fear of rejection often stems from past experiences rather than present reality, individuals can work towards more confident and clear communication.

Action Steps:
1. Identify specific instances where you hesitate to ask for what you want and explore the underlying fears or past experiences contributing to this hesitation.
2. Start with small, low-stakes requests to build confidence in asking for what you want.
3. Develop a personal mantra or affirmation to use before making requests, reinforcing your right to ask and the value of your needs.

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Effective Response Strategies
Neutral and Constructive Responses

Maintaining Neutrality in Responses
Responding to requests without emotional charge

Chris emphasizes the importance of responding to requests or questions with neutrality, avoiding sarcasm, passive-aggressiveness, or defensiveness. This approach creates a safe space for communication, encouraging openness and honesty. By maintaining a neutral stance, we can address the core issues at hand without escalating emotions or creating further conflict.

Action Steps:
1. Practice pausing before responding to requests, using this moment to compose a neutral response.
2. Develop a set of neutral phrases to use when you need time to consider a request, such as "Let me think about that" or "Can you give me more details?"
3. Regularly reflect on your typical response patterns and identify areas where you can increase neutrality.

‍

Offering Constructive Alternatives

Providing solutions rather than outright refusals

In the conversation, Chris demonstrates how to offer constructive alternatives when faced with a request that can't be fulfilled as presented. By suggesting a compromise (like offering to accompany his son but stay separate), he shows how to address underlying concerns while still acknowledging the other person's desires. This approach can lead to more productive outcomes and maintain positive relationships.

Action Steps:
1. When faced with a request you can't fully accommodate, brainstorm at least two alternative solutions before responding.
2. Practice active listening to fully understand the motivations behind requests, allowing you to offer more relevant alternatives.
3. Develop a habit of explaining your reasoning when offering alternatives, helping the other person understand your perspective.

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Handling Rejection and Disappointment
Allowing Space for Emotions

Recognizing the importance of emotional processing

Description: The discussion touches on how Chris allowed his son to express disappointment and frustration after being denied his request. This approach acknowledges that emotions are a natural part of communication and decision-making. By giving space for these feelings without trying to immediately fix or dismiss them, we can foster emotional maturity and resilience in ourselves and others.

Action Steps:
1. When delivering a 'no' or disappointing news, explicitly acknowledge the other person's potential feelings.
2. Practice sitting with discomfort when others express negative emotions, resisting the urge to immediately fix or dismiss their feelings.
3. Implement a "cooling off" period in your personal or professional life for important decisions, allowing time for emotional processing.

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Communication in Professional Settings

Tailoring Communication to Context
Adapting Communication Styles

Recognizing the need for different approaches in various professional contexts

The conversation touches on how communication needs to be adapted based on the professional setting and relationships involved. What works in a family setting might not be appropriate in a business context, and vice versa. Understanding these nuances is crucial for effective professional communication and relationship building.

Action Steps:
1. Identify the key professional relationships in your life and assess the current communication style you use with each.
2. Research and practice communication techniques specific to your industry or professional role.
3. Seek feedback from colleagues or mentors on your communication style in different professional contexts.

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Balancing Assertiveness and Sensitivity
Finding the right tone for professional requests and negotiations

The discussion implies the need for a balance between being assertive in asking for what you want professionally and being sensitive to the other party's position. This balance is crucial in negotiations, project proposals, and general professional interactions. It involves clearly stating your needs or wants while also considering the perspective and constraints of others.

Action Steps:
1. Before making a professional request, list both your needs and potential concerns or limitations of the other party.
2. Practice framing requests in terms of mutual benefit, highlighting how fulfilling your request can also advantage the other party.
3. Develop a personal script for making assertive yet considerate requests in various professional scenarios.

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Managing Professional Rejection

Depersonalizing Professional Setbacks
Separating personal worth from professional outcomes

The conversation touches on the importance of not taking professional rejections personally. This mindset is crucial for maintaining confidence and persistence in a competitive professional environment. By viewing rejections as part of the business process rather than personal failings, professionals can maintain motivation and continue pursuing opportunities.

Action Steps:
1. Create a 'rejection resume' documenting professional setbacks and the lessons learned from each.
2. Develop a post-rejection routine that includes positive self-affirmations and immediate planning for the next opportunity.
3. Regularly review and celebrate your professional successes to maintain perspective when facing rejections.

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Learning from Professional Rejections
Extracting value from unsuccessful attempts

While not explicitly discussed, the conversation implies the importance of learning from rejections and using that information to improve future attempts. This approach turns every rejection into an opportunity for growth and refinement of professional skills and strategies.

Action Steps:
1. After each professional rejection, conduct a thorough analysis of the process, identifying potential areas for improvement.
2. Seek feedback from decision-makers when possible to gain insights into why your proposal or request was not accepted.
3. Implement a regular review process of past rejections to identify patterns and adjust your overall professional strategy.

‍

---

Resources:

‍

Dammit, Just Ask!: The Essential Guide on How to Get More Out of Life and Business

https://www.goodreads.com/book/show/57624150-dammit-just-ask)

‍

The Remarkable Ask: Small Steps to Giant Leaps - with Andrew and Pete

https://thefutur.com/content/the-remarkable-ask-small-steps-to-giant-leaps---with-andrew-and-pete

‍

The library of film
https://shotdeck.com/

‍

Film Search
https://flim.ai/

Designing a Subscription-Based Pricing Model for Creative Services

This session explores how to transition from project-based pricing to a subscription model for creative services, specifically in the context of graphic design and brand strategy. The discussion aims to help creative professionals increase their recurring revenue and provide consistent value to clients.

Understanding the Challenge of Subscription Models in Graphic Design

Difficulties in creating subscription models for general graphic design services

Chris Do acknowledges that developing a subscription model for general graphic design services can be challenging. This is due to the typically project-based nature of graphic design work and the varying needs of clients. However, he emphasizes that with the right approach, it's possible to create a successful subscription model that can generate significant recurring revenue.

Action Steps

1. Identify your core competencies in graphic design and related services
2. Analyze your current client base to understand their ongoing design needs
3. Brainstorm potential recurring design services that align with your skills and client demands

Defining Core Offerings and Financial Goals
Clarifying services and setting revenue targets for subscription models

The discussion begins by establishing Pik's core offerings and financial goals. Pik aims to provide general graphic design services, acting as an outsourced in-house design team for clients. She also considers offering Chief Brand Officer services. The financial goal is set at $300,000 in annual recurring revenue through the subscription model.

Action Steps

1. List all the design services you currently offer to clients
2. Set a specific annual recurring revenue goal for your subscription model
3. Identify which of your services could be packaged into a recurring offering

Focusing on Core Competencies

The importance of concentrating on primary skills rather than expanding too broadly

Chris strongly advises against adding services outside one's core competencies, such as motion graphics, unless there's a significant investment in developing those skills. He emphasizes that spreading too thin can lead to subpar work and increased competition from specialists. Instead, he recommends focusing on and showcasing the services where you excel.

Action Steps

1. Evaluate your current service offerings and identify your strongest skills
2. Remove or de-emphasize services that are not your core competencies
3. Develop a marketing strategy that highlights your expertise in your primary service areas

Understanding Current Pricing and Client Relationships

Analyzing existing pricing structures and client billing patterns

The discussion reveals that Pik's current pricing model involves monthly billing based on completed projects, with an average monthly revenue of around $10,000 per client. This insight provides a foundation for developing a subscription model that aligns with existing client expectations and spending patterns.

Action Steps

1. Calculate your average monthly revenue per client over the past 6-12 months
2. Identify patterns in client spending and project frequency
3. Use this data to inform your subscription pricing strategy

Developing a Subscription Model Framework

Creating a tiered subscription structure based on client needs and budget

Chris guides Pik through developing a tiered subscription model. He suggests creating three tiers: Bronze, Silver, and Gold. Each tier offers increasing levels of service and access to the design team. This structure allows clients to choose a package that fits their needs and budget, while providing a clear path for upselling.

Action Steps

1. Define three distinct service tiers (e.g., Bronze, Silver, Gold)
2. List specific deliverables and services included in each tier
3. Assign pricing to each tier based on the value provided and your revenue goals

Pricing Strategy for Subscription Tiers
Determining appropriate pricing for each subscription tier

Chris recommends setting the Bronze tier at $5,000 per month, Silver at $10,000, and Gold at $15,000. This pricing strategy is based on Pik's current average monthly billing of $10,000 per client. The tiered approach allows for both more affordable options and premium offerings, catering to a wider range of clients.

Action Steps

1. Set your baseline (Silver) tier price at your current average monthly billing
2. Price your Bronze tier at 50% of your Silver tier
3. Price your Gold tier at 150% of your Silver tier

Defining Service Offerings for Each Tier
Outlining specific services and deliverables for each subscription level

The discussion explores what services should be included in each tier. Bronze might offer a set number of design hours or specific deliverables per month. Silver could include more hours, additional services, or faster turnaround times. Gold might provide unlimited design work within reason, strategic input, and priority service. The key is to create clear differentiation between tiers to encourage upgrades.

Action Steps

1. List all possible services and deliverables you can offer on a recurring basis
2. Allocate these services across your three tiers, ensuring each tier offers increasing value
3. Create a clear, easy-to-understand breakdown of what's included in each tier

Addressing Client Concerns and Objections
Anticipating and overcoming potential client resistance to the subscription model

Chris and Pik discuss potential client objections to a subscription model, such as concerns about not needing design services every month. They explore strategies to address these concerns, including emphasizing the value of having a dedicated design team on call, the ability to roll over unused hours, and the long-term benefits of consistent brand management.

Action Steps

1. Compile a list of potential client objections to a subscription model
2. Develop clear, persuasive responses to each objection
3. Create a FAQ document addressing these concerns for potential clients

Transitioning Existing Clients to the Subscription Model
Strategies for moving current clients from project-based to subscription-based billing

The conversation touches on how to transition existing clients to the new subscription model. Chris suggests presenting the model as an evolution of their current relationship, highlighting the benefits such as predictable costs, priority service, and consistent brand management. He advises starting with clients who already have consistent monthly needs.

Action Steps

1. Identify clients with consistent monthly design needs as prime candidates for transition
2. Prepare a presentation outlining the benefits of the new subscription model
3. Schedule meetings with key clients to introduce and discuss the new pricing structure

Implementing a Chief Brand Officer (CBO) Service
Integrating strategic brand guidance into the subscription model

Pik mentions offering Chief Brand Officer services as part of her subscription model. Chris explores this idea, suggesting it could be a premium offering in the Gold tier or potentially a separate, higher-tier service. The CBO role would involve providing high-level strategic guidance on brand positioning, marketing strategy, and overall brand consistency.

Action Steps

1. Define the specific responsibilities and deliverables of a CBO service
2. Determine if this service should be part of the Gold tier or a separate, higher-priced offering
3. Create a detailed description of the CBO service to use in marketing materials

Focusing on Target Industries

Tailoring subscription offerings to specific industries for increased value

The discussion reveals that Pik's clients are primarily in the health tech and life science industries. Chris emphasizes the importance of leveraging this industry focus in marketing the subscription model. Specializing in these sectors allows Pik to offer more targeted, valuable services and position herself as an industry expert.

### Action Steps

1. Research the specific design and branding needs of the health tech and life science industries
2. Tailor your subscription offerings to address these industry-specific needs
3. Develop case studies and testimonials from your existing clients in these industries to showcase your expertise

## Balancing Workload and Team Capacity

### Topic Area - Managing resources effectively to deliver on subscription promises

Description: Chris and Pik discuss the importance of balancing client workload with team capacity. As the subscription model grows, it's crucial to ensure that the team can consistently deliver high-quality work to all clients. This may involve hiring additional team members or subcontractors, or carefully managing the number of clients at each tier.

Action Steps

1. Assess your current team's capacity and productivity
2. Create a plan for scaling your team as you acquire more subscription clients
3. Develop systems for tracking and managing workload across all subscription tiers

Marketing the Subscription Model
Strategies for promoting and selling the new subscription services

While not explicitly discussed in detail, the conversation implies the need for effective marketing of the new subscription model. This would involve clearly communicating the benefits of the subscription approach, showcasing the value of each tier, and highlighting the specialized industry knowledge that Pik's team offers.

Action Steps

1. Develop clear, compelling marketing materials that explain your subscription model
2. Create a comparison chart showing the benefits of each subscription tier
3. Prepare case studies demonstrating the long-term value of consistent design support

Measuring Success and Adjusting the Model

Tracking key performance indicators and refining the subscription offerings

Although not directly addressed in the transcript, it's important to implement systems for measuring the success of the subscription model and making necessary adjustments. This would involve tracking metrics such as client retention, upgrade rates, and overall revenue growth.

Action Steps

1. Identify key performance indicators (KPIs) for your subscription model
2. Set up systems to track these KPIs on a monthly and quarterly basis
3. Schedule regular reviews to assess the model's performance and make necessary adjustments

Overcoming Limiting Beliefs
Shifting mindset from project-based to subscription-based thinking

Throughout the conversation, Chris challenges Pik's initial belief that creating a subscription model for graphic design services is too difficult. He emphasizes that with the right approach and mindset, transitioning to a subscription model is not only possible but can lead to significant growth and stability in the business.

Action Steps

1. Identify and list any limiting beliefs you have about implementing a subscription model
2. Research and connect with other design professionals who have successfully implemented subscription models
3. Develop a positive affirmation or mantra to reinforce your ability to succeed with this new business model

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‍

Resource:

How to Ask Better Questions | The Art of Listening & Communication
https://youtu.be/KCQ7FAsZCHM?si=BBQqNt_UdHPOB34B

‍

This workshop aims to help solo creators enhance their storytelling skills, develop their unique voice, and engage their audience effectively. The session is led by Andres, who shares insights and techniques for compelling storytelling.

Introduction and Setting the Stage

Overcoming Nervousness
Addressing personal challenges in public speaking

Andres opens the workshop by acknowledging his nervousness, despite usually being comfortable with public speaking. This vulnerability sets a tone of authenticity and relatability for the participants. He mentions that this nervousness might be explored further in the vulnerability section of the workshop, hinting at the importance of personal connection in storytelling.

Action Steps:
1. Acknowledge your own nervousness when presenting - it humanizes you to your audience
2. Use personal challenges as potential material for your stories
3. Practice speaking in front of groups to build confidence over time

The Fundamentals of Storytelling
Why Stories Matter

Exploring the core reasons stories are impactful
Andres begins with a foundational question: "Why do stories matter?" He collects responses from participants, highlighting key themes such as connection, empathy, perspective, and community building. This exercise underscores the universal appeal and power of storytelling across various contexts and cultures.

Action Steps:
1. Reflect on why stories have been impactful in your own life and experiences
2. Consider how you can incorporate these elements (connection, empathy, perspective) into your own storytelling
3. Practice explaining the importance of storytelling to others in your field or industry

Core Elements of Effective Storytelling
The Storytelling Framework

Understanding the basic structure of compelling stories

Andres introduces a fundamental storytelling framework consisting of three key elements: Character, Conflict, and Change. This structure provides a simple yet powerful foundation for crafting engaging narratives. He emphasizes that while stories can be complex, starting with these core components helps creators develop more impactful and relatable content.

Action Steps:
1. Identify the main character in your story, ensuring they are relatable to your audience
2. Define a clear conflict or challenge that the character faces
3. Outline the change or transformation that occurs as a result of overcoming the conflict

Character Development
Creating memorable and relatable protagonists

Description: The workshop delves into the importance of developing strong characters. Andres explains that characters serve as the audience's entry point into the story, and their journey is what keeps people engaged. He encourages participants to think about what makes a character interesting, relatable, and worth following throughout a narrative.

Action Steps:
1. Write a detailed backstory for your main character, even if not all of it is used in the final story
2. Define your character's motivations, fears, and desires to make them more three-dimensional
3. Create opportunities for your audience to empathize with your character's struggles

The Power of Conflict
Utilizing tension to drive narrative forward

Andres emphasizes that conflict is the engine of any good story. He explains how conflict creates tension, which in turn generates interest and keeps the audience engaged. The workshop explores different types of conflict (internal, external, man vs. nature, etc.) and how they can be used effectively in various storytelling contexts.

Action Steps:
1. Identify the primary conflict in your story and ensure it's central to the narrative
2. Develop secondary conflicts that support or complicate the main conflict
3. Practice escalating conflict throughout your story to maintain audience engagement

The Art of Pacing
Controlling the rhythm and flow of your narrative

The workshop covers the importance of pacing in storytelling. Andres explains how varying the pace can create emotional highs and lows, build tension, and provide moments of relief for the audience. He provides techniques for speeding up or slowing down narrative pace effectively.

Action Steps:
1. Analyze the pacing in a story you admire, noting where it speeds up or slows down
2. Experiment with pacing in your own stories, using techniques like sentence length and detail level
3. Practice reading your stories aloud to get a feel for the rhythm and adjust as needed

Incorporating Sensory Details
Enhancing storytelling through vivid descriptions

Andres emphasizes the power of sensory details in making stories more immersive and memorable. He guides participants on how to effectively use descriptions of sight, sound, smell, taste, and touch to bring their narratives to life and create a more engaging experience for the audience.

Action Steps:
1. Choose a scene from your story and describe it using all five senses
2. Practice "showing" instead of "telling" by replacing abstract descriptions with concrete sensory details
3. Keep a sensory journal to improve your ability to recall and describe sensory experiences

Conclusion: The Ongoing Journey of a Storyteller
Continuous Improvement and Learning
Fostering a growth mindset in storytelling

Andres concludes the workshop by emphasizing that storytelling is an ongoing journey of improvement and discovery. He encourages participants to continue honing their craft through practice, feedback, and exposure to diverse storytelling forms. The session ends with a discussion on resources for further learning and ways to stay inspired as a storyteller.

Action Steps:
1. Set a goal to tell or write one new story each week, experimenting with different techniques
2. Join a storytelling group or workshop to receive regular feedback and inspiration
3. Create a personal development plan for your storytelling skills, identifying areas for improvement and resources to help you grow

‍

Resources:

‍

References that I will be curating from:

Storytelling Secrets That Captivate ANY Crowd

https://youtu.be/AqnS_hrVZVQ

Stories Need This One Thing

https://youtu.be/uQqkZFn1xpg

Three Story Telling Tips (Story Formula)

https://youtu.be/AzrL1TOPS54?si=uJ3hcatQoa5AO6NQ

How To Tell Stories That Wins Hearts & Minds – Tell Your Story Part

https://www.youtube.com/watch?v=5_RX0HuEA2U

How to Craft a Story Brand That People Remember

https://youtu.be/v8rfMt87Lb8?si=TZZvD1v4LhkOVasj

Amplifying the Best Parts of You! with Vinh Giang

https://thefutur.com/membership/pro-library/amplifying-the-best-parts-of-you-with-vinh-giang

Stop Hiding Who You Really Are: Be Authentic W/ Corey Poirier

https://www.youtube.com/watch?v=ZzLE88D1oIg

‍

Why Storytelling Works: The Science

https://www.arielgroup.com/why-storytelling-works-the-science/#:~:text=Stories%20synchronize%20the%20listener's%20brain,is%20known%20as%20neural%20coupling.

Ai Prompt - Story Generation 1.0 for Solo Creators

For the duration of this conversation in perpetuity, I want you to help me build stories as a solo creator.
I have a specific set of outcomes we need to complete and it's important that you do not forget them.

*Important Note about the deliverables* You will produce:
1. You will tell the story using Kindra Hall's framework 
2. A revised version of the story in a first-person perspective
3. Three different compelling story titles
4. Please do not forget to complete all of these tasks

Listed below are all the instructions.

I want you to act like a professional storytelling coach and at random ask me 1 of the questions listed below 1-10;

1. What specific event or experience inspired you to start your entrepreneurial journey?
2. What was the biggest challenge you faced in the first six months of your business, and how did you overcome it?
3. Can you share a specific instance when you experienced a significant failure, and describe the steps you took to recover from it?
4. Who has been your greatest mentor or influence in your entrepreneurial journey, and what is one key lesson you learned from them that you applied to your business?
5. Describe a pivotal moment that significantly changed the direction of your business, and explain the actions you took to pivot successfully.
6. Can you describe a situation where you had to make a difficult decision within a tight deadline, and what was the outcome?
7. How did you handle a specific instance of uncertainty or risk that had the potential to significantly impact your business?
8. What specific strategies have you used to build and maintain trust with your customers or clients, and can you provide an example of when these strategies were particularly effective?
9. How do you stay motivated and focused during a prolonged tough period, and what personal practices or routines help you maintain resilience?
10. What is one piece of advice you would give to aspiring entrepreneurs based on a specific experience you had, and how can they apply this lesson to their own journeys?


Once you've completed choosing 1 question, I want you to also ask me:
What was the emotion?
Can you list a few specific details about the situation? A quick note on this one is to rephrase it based on the response I give you so it's easier to answer this question.


Based on the answer you get from me I want you to compile the story using Kindra Hall's framework for a telling a compelling story:

Normal - What was life like before?
Explosion - How did it change your life?
New Normal - What's life like now?
 
Once you've formatted the story in Kindra Hall's framework Normal, Explosion and New Normal I want you to also write another version of the story in a first-person perspective to be used in a public speaking setting like a solo podcast or a keynote.

The first-person version needs to be written in spoken language and have a natural flow of words. I want the story to elicit an emotion relative to the details provided. It also needs a crystal clear takeaway that is easy to understand and ties to the outcome of the story so the person listening can take action.   

Keep the story between 1-3 minutes.

Once you've completed writing the new first-person version I want you to also generate 3 compelling story title ideas relative to the takeaway and it needs to hook people's attention.

I'll give you a simple framework to work with:

Framework for creating story titles with R.O.T.

Results: Highlight the benefits and outcomes the audience can expect.
Objections: Address potential doubts or hesitations the audience may have.
Time: Clarify the timeframe for achieving the promised results.

Framework steps:
1. Identify the Core Message:
	- What is the main benefit or outcome?
	- What problem are you solving?
	- What action do you want the reader to take?
2. Use Power Words:
	- Incorporate strong, emotional words that grab attention 
	- Use numbers to add specificity and credibility
3. Keep It Clear and Concise:
	- Aim for 6-12 words.
	- Avoid jargon and complex language.
4. Address the Audience Directly:
	- Use "you" and "your" to make it personal.
	- Speak to their pain points and aspirations.
5. Create a Sense of Urgency or Curiosity
	- Use time-sensitive words.
	- Based on the story pose a question or make a bold statement to pique interest.

Once that is completed you have completed all your tasks and I would like you to repeat the process so we can create another story. I want you to ask me "What is another story we can build together?"



In the event that I get stuck and I'm struggling to come up with a story and details I want you to give suggestions
and generate an example story. I will tell you "I'm struggling"

Thank you.

‍

‍

Ai Prompt - Story Generation  2.0 For Solo Creators

For the duration of this conversation and in perpetuity, I want you to help me build stories as a solo creator.
I have a specific set of outcomes we need to complete and it's important that you do not forget them.

*Important notes about the deliverables* You will produce:
1. You will tell the story using Kindra Hall's framework 
2. A revised version of the story in a first-person perspective
3. Three different compelling story titles
4. Please do not forget to complete all of these tasks

Listed below are all the instructions.

I want you to act like a professional copywriter for storytelling in business and at random ask me 1 of the questions listed below 1-10;

1. How did you identify the opportunity that led to your business?
2. Can you share something about your first product or service and its development process?
3. What was your initial investment, and how did you manage your budget in the early stages?
4. How did you assemble your team, and what qualities do you look for in team members?
5. What role has your education or self-education played in your entrepreneurial journey?
6. How important was your family's support in your business?
7. Can you describe a particularly difficult moment in your startup journey and how you navigated it?
8. In your opinion, what is the most important quality an entrepreneur should possess?
9. What risks have you taken that led to significant outcomes for your business?
10. How do you handle failure and setbacks, and what have you learned from those experiences?


Once you've completed choosing 1 question, I want you to also ask me:
What was the emotion?
Can you list a few specific details about the situation? A quick note on this one is to rephrase it based on the response I give you so it's easier to answer this question.
What is one takeaway from this experience?


Based on the answer you get from me I want you to compile the story using Kindra Hall's framework for a telling a compelling story:

Normal - What was life like before?
Explosion - How did it change your life?
New Normal - What's life like now?
 
Once you've formatted the story in Kindra Hall's framework Normal, Explosion and New Normal I want you to continue to ask as a professional copywriter for storytelling in business and also write another version of the story in a first-person perspective to be used in a public speaking setting like a solo podcast or a keynote.

The first-person version needs to be written in spoken language and have a natural flow of words and between 1- 3 minutes of talking time. I want the story to elicit an emotion relative to the details provided. It also needs a crystal clear takeaway that is easy to understand and ties to the outcome of the story so the person listening can take action. 

The listeners to this story are readers of the following magazines: Forbes, Entrepreneur Magazine Inc., Harvard Business Review, Fast Company, Fortune, Bloomberg Businessweek, Wired, The Economist, Business Insider. We need to keep the readers in mind, their demographics and psychographics. Please generate and indicate a 1 sentence hook that would appeal to and hold the attention of the listener to say before getting into the entire story. 

Please keep the story between 1-3 minutes of talking time.

Once you've completed writing the new first-person version I want you to also generate 3 compelling story title ideas relative to the takeaway and it needs to hook people's attention.

I'll give you a simple framework to work with:

Framework for creating story titles with R.O.T.

Results: Highlight the benefits and outcomes the audience can expect.
Objections: Address potential doubts or hesitations the audience may have.
Time: Clarify the timeframe for achieving the promised results.

Framework steps:
1. Identify the Core Message:
	- What is the main benefit or outcome?
	- What problem are you solving?
	- What action do you want the reader to take?
2. Use Power Words:
	- Incorporate strong, emotional words that grab attention 
	- Use numbers to add specificity and credibility
3. Keep It Clear and Concise:
	- Aim for 6-12 words.
	- Avoid jargon and complex language.
4. Address the Audience Directly:
	- Use "you" and "your" to make it personal.
	- Speak to their pain points and aspirations.
5. Create a Sense of Urgency or Curiosity
	- Use time-sensitive words.
	- Based on the story pose a question or make a bold statement to pique interest.

Once that is completed you have completed all your tasks and I would like you to repeat the process so we can create another story. I want you to ask me "What is another story we can build together?"



In the event that I get stuck and I'm struggling to come up with a story and details, emotions and a takeaway I want you to give suggestions and generate an example story that feels real. I will tell you "I'm struggling" Please also be encouraging and give me words of affirmation to help write a story from personal experience there is a high chance I'm struggling due to my mindset and my limited belief that I have no stories to tell.

Thank you.

‍

‍

‍

‍

End

‍

‍

Adapting to Change in the Information and Instructional Space

Chris Do addresses the future of the information and instructional world, highlighting the need for adaptation in the face of emerging challenges, particularly those posed by AI.

Future of AI-Assisted Content Creation

Topic Area - Exploring advanced AI capabilities for content generation

Chris Do discusses potential future developments in AI-assisted content creation, including the ability to generate graphics, charts, and complete PDFs based on user inputs. This reveals a vision for more comprehensive, AI-driven content solutions that go beyond text-based outputs. The discussion showcases the rapid evolution of AI capabilities and their potential impact on content creation workflows.

Action Steps:
1. Stay informed about advancements in AI-assisted content creation tools
2. Brainstorm ways AI-generated visual content could enhance your work or offerings
3. Experiment with existing AI tools to understand their current capabilities and limitations

Community Feedback and Adaptation
Encouraging open dialogue for product improvement

Chris Do actively seeks feedback from community members about new initiatives and changes. He emphasizes his willingness to have conversations about concerns or suggestions, highlighting multiple channels for communication. This approach demonstrates a commitment to adapting based on community needs and fostering a collaborative environment for product development.

Action Steps:
1. Schedule regular check-ins with yourself to reflect on your experience in the community
2. Prepare thoughtful, constructive feedback about your experience with new tools or changes
3. Utilize the appropriate communication channels (e.g., DMs, Circle) to share your feedback

Leveraging AI for Business Growth and Learning

Chris Do explores various applications of AI tools to enhance business processes and learning experiences within the Future Pro community.

AI-Assisted Decision Making
Using AI to tackle complex business decisions

Chris Do introduces the concept of using AI tools to help community members make difficult business decisions, such as finding their niche or creating irresistible offers. These tools are designed to ask targeted questions and generate solutions based on user input, simplifying complex processes that often hinder progress. This approach aims to overcome common roadblocks that prevent members from implementing Chris's recommendations.

Action Steps:
1. Identify 2-3 key business decisions you've been struggling with that could benefit from AI assistance
2. Prepare detailed information about your business and goals to input into AI tools when available
3. Compare AI-generated suggestions with your own intuitions to refine your decision-making process

Expanding AI Capabilities
Exploring advanced AI functionalities for content creation

Chris Do discusses potential future developments in AI tools, including the ability to generate graphics, charts, and complete PDFs. This vision extends beyond text-based outputs, suggesting a more comprehensive approach to content creation. The discussion highlights the potential for AI to significantly streamline and enhance various aspects of business communication and presentation.

Action Steps:
1. List the types of visual content you regularly create that could potentially be assisted by AI
2. Research current AI tools that offer basic visual content generation to understand the state of the technology
3. Brainstorm ways you could integrate AI-generated visuals into your existing workflows to improve efficiency

Understanding the Content Creation Mindset
Shifting perspective on content creation purpose

Chris Do emphasizes the importance of creating content with the specific intention of converting viewers into clients. He challenges the common mindset of creating content solely for likes, views, or followers. Instead, he advocates for a strategic approach where each piece of content serves as a stepping stone towards client acquisition. This shift in thinking is crucial for content creators who want to monetize their expertise effectively.

Action Steps:
1. Review your recent content and identify pieces that could be modified to include a clear path to client conversion
2. Create a content calendar that balances value-giving posts with strategic conversion-focused content
3. Develop a system to track which types of content lead to the most client inquiries or conversions

The Four Types of Content
Categorizing content based on its purpose and impact

Chris Do introduces a framework of four content types: Awareness, Consideration, Conversion, and Retention. Each type serves a specific purpose in the client journey. Awareness content attracts new audience members, Consideration content builds trust and showcases expertise, Conversion content directly encourages sales, and Retention content keeps existing clients engaged. Understanding and implementing this framework allows creators to strategically guide their audience through the client journey.

Action Steps:
1. Audit your existing content and categorize it according to the four types
2. Identify which content type you're currently under-utilizing and plan to create more of it
3. Design a content series that intentionally moves audience members from Awareness to Conversion

Crafting Effective Conversion Content
Strategies for creating content that drives sales

Chris Do delves into the specifics of creating conversion content, emphasizing the importance of clear calls-to-action (CTAs) and addressing common objections. He stresses that conversion content should directly address the target audience's pain points and clearly articulate how the creator's services or products can solve these problems. This type of content often includes testimonials, case studies, and explicit invitations to work with the creator.

Action Steps:
1. List the top 3-5 objections your potential clients typically have and create content addressing each one
2. Develop a compelling case study showcasing a successful client outcome, highlighting your process and results
3. Create a clear, concise CTA that you can consistently use in your conversion content

Balancing Value and Promotion

Finding the right mix of giving and asking in content

Chris Do discusses the delicate balance between providing free value and promoting paid services. He introduces the concept of "value-first marketing," where creators consistently deliver high-quality, actionable content to build trust and credibility. However, he also emphasizes the importance of not shying away from promotional content, suggesting a ratio of roughly 80% value-giving to 20% promotional content. This approach helps maintain audience engagement while still moving towards business objectives.

Action Steps:
1. Analyze your content output for the past month and calculate your current value-to-promotion ratio
2. Plan your next month's content to align more closely with the 80/20 value-to-promotion ratio
3. Experiment with different ways of integrating promotional messages into your value-giving content

Leveraging Social Proof

Using client success stories to build credibility

Chris Do highlights the power of social proof in converting audience members to clients. He emphasizes the importance of showcasing real results and transformations achieved by past clients. This can include before-and-after comparisons, detailed case studies, and client testimonials. By consistently sharing these success stories, creators can build trust and demonstrate their ability to deliver results, making it easier for potential clients to take the leap and work with them.

Action Steps:
1. Reach out to 3-5 past clients to gather detailed testimonials and permission to share their results
2. Create a standardized process for collecting and showcasing client successes after each project
3. Develop a "results" highlight or portfolio section on your website or social media profiles to prominently display client outcomes

The Importance of Consistency

Maintaining a regular content schedule for maximum impact

Chris Do stresses the importance of consistent content creation and distribution. He explains that consistency helps build trust with the audience and increases the chances of converting viewers into clients. Regular posting keeps the creator top-of-mind and demonstrates reliability and professionalism. Chris suggests creating a content calendar and sticking to a schedule, even if it means starting with a lower frequency and gradually increasing over time.

Action Steps:
1. Determine a realistic content creation and posting schedule that you can maintain long-term
2. Set up a content calendar for the next month, planning out topics and content types for each post
3. Implement a batch content creation process to ensure you always have content ready to maintain consistency

Adapting to AI in the Information and Instructional Space

Chris Do returns to the topic of AI's impact on the information and instructional industry, offering insights on how to adapt and thrive in this changing landscape.

Embracing AI as a Tool
Integrating AI into existing business models

Chris Do encourages embracing AI as a powerful tool rather than viewing it as a threat. He suggests that by incorporating AI into their workflows, content creators and coaches can enhance their offerings and provide more value to clients. This might involve using AI for content ideation, research, or even personalized client interactions. The key is to use AI to augment human expertise rather than replace it.

Action Steps:
1. Identify 2-3 repetitive tasks in your workflow that could potentially be automated or enhanced by AI
2. Experiment with an AI writing assistant to help generate content ideas or outlines for your next piece
3. Explore AI tools specific to your industry or niche and consider how they might be integrated into your services

Differentiating Through Human Touch
Emphasizing unique human value in an AI-driven world

While acknowledging AI's capabilities, Chris Do emphasizes the continued importance of human creativity, empathy, and personalized guidance. He suggests that creators focus on developing and showcasing their unique perspectives, experiences, and methodologies that AI cannot replicate. This human touch becomes a key differentiator and value proposition in a world where basic information is increasingly accessible through AI.

Action Steps:
1. Reflect on and articulate your unique approach or methodology that sets you apart from others in your field
2. Create content that showcases your personal experiences and insights that AI couldn't generate
3. Develop a strategy for incorporating more personalized, high-touch elements into your services

Staying Ahead of the Curve

Continuous learning and adaptation in the face of AI advancements

Chris Do stresses the importance of staying informed about AI developments and continuously adapting one's skills and offerings. He suggests that by being proactive and experimental with new technologies, creators can position themselves at the forefront of their industries. This might involve learning to use AI tools effectively, developing new service offerings that leverage AI, or finding innovative ways to combine human expertise with AI capabilities.

Action Steps:
1. Set aside time each week to research and experiment with new AI tools relevant to your field
2. Join online communities or forums focused on AI in your industry to stay informed about latest developments
3. Brainstorm potential new service offerings or products that could leverage AI in conjunction with your expertise

By implementing these insights and taking action on the suggested steps, business owners can adapt to the changing landscape of the information and instructional space, creating more effective content that converts to clients while staying ahead of AI advancements.

Resources:

Zoom Whiteboard (Sign in required):
https://zoom.us/wb/doc/QS0X00tqTRCtebLgp_yEVQ/p/74508479758336

Advanced Buyer Persona Generator — Bot Booster
https://davekatague.craft.me/xPfH66lxReMxEN

Sales Page Creation Prompt for The Futur Pro Group
https://davekatague.craft.me/F6AD2cJsYvQfUH

Perplexity:
https://www.perplexity.ai/

‍

Key Takeaways
The conversation between Chris and Pik provides valuable insights into the potential and challenges of implementing subscription-based models in service design businesses. Key takeaways include:

Shift in focus: Subscription models allow designers to redirect energy from client acquisition to producing high-quality work, potentially leading to improved outputs and increased client satisfaction.

Value creation: Successful subscription models must balance client value with business sustainability, offering clients impactful results at an attractive price point while remaining profitable for the designer.

Adaptability: While some design services (like web design) naturally lend themselves to subscription models, graphic designers can creatively adapt their services to fit this model.

Strategic pricing: Implementing gradual price increases and creating demand through limited supply can help maintain profitability and exclusivity.

Client relationships: Subscription models can foster longer-term client relationships, allowing for deeper understanding of client needs and more strategic design solutions.

Challenges: Designers must navigate issues such as defining scope, managing client expectations, and maintaining consistent value delivery over time.

Future opportunities: The subscription model opens doors for integrating new technologies, offering cross-disciplinary services, and addressing emerging client needs.

In conclusion, while transitioning to a subscription-based model presents challenges, it also offers significant opportunities for service design businesses. By focusing on ongoing value creation, strategic pricing, and adaptability, designers can create sustainable, client-centric business models that align with evolving market demands.

Successful implementation will require careful planning, clear communication with clients, and a willingness to iterate and refine the offering over time. As the design industry continues to evolve, subscription-based models may become an increasingly important way for designers to build stable, profitable businesses while delivering consistent value to their clients.

In-depth Summary:

Subscription-Based Service Design: Transforming Graphic Design Business Models

I. Introduction

Chris Do, the speaker in this transcript, addresses the challenge of transitioning from traditional project-based graphic design services to a subscription-based model. He emphasizes the importance of this shift, framing it as a crucial step for service design professionals to secure their future in the industry.

The main themes presented include:
1. The benefits of subscription-based models for both designers and clients
2. The challenges of implementing such models, particularly for traditional graphic designers
3. The need for creative problem-solving to develop valuable subscription offerings

Chris argues that dedicating 5-10% of one's efforts to designing a new business model could significantly impact a designer's career trajectory over the next decade. He positions subscription-based models as a solution to common pain points in the industry, such as the constant struggle to acquire new clients and the stress associated with project-based work.

II. Key Terminology and Concepts

1. **Subscription-based model**:
  Definition: A business model where clients pay a recurring fee for ongoing services.
 
  Chris presents this as an alternative to traditional project-based work in graphic design. He argues that this model can provide more stability for designers and consistent value for clients. "I really do believe that subscription-based models is really beneficial for you and your clients for a number of different reasons."

2. **Service design**:
  Definition: The practice of planning and organizing people, infrastructure, communication, and material components of a service to improve its quality and the interaction between the service provider and customers.
 
  Chris uses this term to encompass a broader range of design services beyond traditional graphic design. He encourages graphic designers to think of themselves as service design professionals to open up new possibilities for subscription models.

3. **K-P-Is (Key Performance Indicators)**:
  Definition: Measurable values that demonstrate how effectively a company is achieving key business objectives.
 
  Chris mentions KPIs in the context of designing subscription services: "where your clients feel they get... all the results that they want the impact. The K-p-i's that matter to them at a price that they would consider a steal."

4. **Unlimited design**:
  Definition: A service model where clients pay a fixed fee for unrestricted access to design services within a given time frame.
 
  This concept is introduced by Pik as a strategy she attempted: "A subscription 5,000, and then unlimited design, like design support Monthly."

III. Rhetorical Analysis

Chris Do employs several rhetorical strategies to persuade his audience:

1. **Appeal to long-term thinking**: Chris encourages designers to allocate mental resources to future-proofing their businesses. "I strongly encourage you to put some percentage of your brain power, maybe 5 to 10% designing your next business model that's going to carry you into the next 10 plus years."

2. **Problem-solution structure**: He first outlines the problems with traditional project-based work (stress, constant client acquisition) before presenting subscription models as a solution.

3. **Quantification**: Chris uses specific numbers to make his arguments more concrete and achievable. For example, "if you can find, I think, 8 to 20 clients on an annual basis... You can hit all of your financial goals."

4. **Contrast**: He contrasts the current model's focus on finding new clients with the proposed model's focus on doing great work, emphasizing the quality-of-life improvement for designers.

5. **Interactive approach**: By engaging directly with Pik and using her experience as a case study, Chris makes the discussion more relatable and practical for his audience.

6. **Repetition**: Chris repeatedly emphasizes the benefits of subscription models throughout the transcript, reinforcing his main argument.

The effectiveness of these strategies likely varies depending on the audience. For experienced designers frustrated with traditional models, the appeal to long-term thinking and the problem-solution structure may be particularly compelling. For newer designers, the quantification and concrete examples might be more persuasive.

IV. Key Insights and Practical Applications

1. **Shift in focus from client acquisition to quality work**

Chris argues that subscription models allow designers to redirect energy from constantly finding new clients to producing high-quality work. "You can hit all of your financial goals while focusing more of your energy and your creativity towards doing great work as opposed to finding new clients."

This insight suggests a potential transformation in the day-to-day operations of design businesses. Designers could allocate more time to skill development, creative exploration, and client satisfaction, potentially leading to higher quality outputs and increased client retention.

2. **Creating demand through limited supply**

Chris introduces the concept of creating a waitlist for services: "It's just about making sure people are aware of what you're doing, so that they that you're able to create more demand than their supply of you. So they get on a wait list, and then when a new opening happens, then they can jump in."

This approach could be implemented by:
- Regularly showcasing high-quality work on social media platforms
- Sharing client success stories and testimonials
- Creating content that demonstrates the ongoing value of the subscription service
- Limiting the number of subscription slots available at any given time

3. **Gradual price increases**

Chris suggests the possibility of slowly increasing subscription rates over time. This strategy could be applied by:
- Implementing annual rate reviews
- Communicating added value to clients before price increases
- Grandfathering existing clients at lower rates while charging new clients higher rates
- Offering tiered subscription levels with different price points and service offerings

4. **Tailoring subscription models to different design disciplines**

While Chris acknowledges that some design services (like web design) are more naturally suited to subscription models, he encourages graphic designers to think creatively about how to adapt their services. This insight could be applied by:
- Analyzing client needs for ongoing design support (e.g., social media graphics, marketing materials)
- Identifying repetitive design tasks that could be bundled into a subscription
- Exploring complementary services that could add value to a design subscription (e.g., brand strategy sessions, design education for the client's team)

5. **Balancing client value and business sustainability**

Chris emphasizes the importance of designing a service "where your clients feel they get... all the results that they want the impact. The K-p-i's that matter to them at a price that they would consider a steal." Simultaneously, he stresses that the model should be "sustainable for you."

This balance could be achieved by:
- Conducting thorough research on client needs and pain points
- Clearly defining the scope of services included in the subscription
- Implementing systems and processes to efficiently deliver recurring services
- Regularly reviewing and optimizing the service offering to maintain profitability

V. Examples, Analogies, or Case Studies

1. **Website design as an ideal subscription service**

Chris uses website design as an example of a service well-suited to subscription models: "websites seem like the ideal thing because websites are not static. There's compliance, there's security patches. There's updates, there's content. There's design changes, there's content changes all the time."

This example illustrates key characteristics of an ideal subscription service:
- Ongoing need for updates and maintenance
- Regular changes in content and design
- Technical aspects that require expert knowledge
- Continuous value delivery to the client

2. **Pik's experience with unlimited design subscriptions**

Pik shares her attempt at implementing a subscription model: "I tried to do unlimited, I tried to do... A subscription 5,000, and then unlimited design, like design support Monthly."

This case study highlights potential pitfalls in subscription model implementation:
- The challenge of defining "unlimited" in a sustainable way
- The need to carefully price services to ensure profitability
- The importance of setting clear boundaries and expectations with clients

3. **Branding and identity design as a foundation for ongoing services**

Pik describes her current service offering: "I do branding and identity design. But then, usually afterward, I help... like my client, do all kinds of marketing materials right from building the template social media website."

This example suggests a potential structure for a graphic design subscription:
- Initial branding project as an entry point
- Ongoing support for various marketing materials
- Regular updates to brand assets and templates
- Social media content creation and management

By analyzing these examples, we can identify common elements of successful subscription models in design:
- Recurring client needs
- Opportunities for ongoing optimization and improvement
- A mix of creative and technical services
- Clear value proposition for the client

VI. Strategies for Implementation

Based on the transcript, we can extract several strategies for implementing a subscription-based model in a service design business:

1. **Start with a transitional approach**

Chris suggests beginning with a hybrid model: "Maybe you start off with a regular project, and then you transition them into some kind of retainer or subscription-based model." This strategy allows for:

- Building trust with clients through traditional project work
- Demonstrating ongoing value before proposing a subscription
- Gradual adaptation for both the designer and the client

2. **Identify recurring design needs**

Chris emphasizes the importance of finding "consistent work that you can do on a recurring basis." To implement this:

- Analyze past projects for tasks that clients frequently request
- Survey existing clients about their ongoing design needs
- Look for patterns in client feedback and pain points

3. **Create tiered subscription options**

While not explicitly mentioned, this strategy is implied in the discussion about pricing and service offerings. Implementation could involve:

- Developing different service levels (e.g., basic, standard, premium)
- Clearly defining what's included in each tier
- Allowing clients to upgrade or downgrade as needed

4. **Establish clear boundaries**

Chris hints at the importance of setting limits: "You can hit all of your financial goals while focusing more of your energy and your creativity towards doing great work." To achieve this:

- Define specific deliverables for each subscription tier
- Set clear turnaround times for different types of requests
- Establish a process for handling out-of-scope work

5. **Focus on client education**

Chris mentions the need to make clients aware of the value: "It's just about making sure people are aware of what you're doing." Implement this by:

- Creating case studies showcasing the benefits of ongoing design support
- Developing educational content about the importance of consistent branding
- Offering workshops or webinars on design-related topics

6. **Implement a waitlist system**

Chris suggests creating demand through limited supply: "So they get on a wait list, and then when a new opening happens, then they can jump in." To execute this:

- Set a cap on the number of active subscriptions
- Create a simple sign-up process for the waitlist
- Regularly communicate with waitlisted prospects to maintain interest

7. **Continuously refine the offering**

While not explicitly stated, the need for ongoing improvement is implied. Implement this by:

- Regularly soliciting feedback from subscription clients
- Analyzing which services are most frequently used
- Staying updated on industry trends to add relevant new services

VII. Challenges and Limitations

1. **Resistance to change**

Chris acknowledges that shifting to a subscription model can be challenging: "I heard you say that it's going to be tough to do this as a graphic designer." Potential obstacles include:

- Client reluctance to commit to ongoing fees
- Designer hesitation to change established business practices
- Difficulty in quantifying the value of ongoing design services

2. **Defining scope and managing expectations**

Pik's experience with "unlimited design" highlights the challenge of setting boundaries. Issues may include:

- Clients expecting more than what's feasible within the subscription fee
- Difficulty in estimating time and resources needed for ongoing work
- Balancing client demands with sustainable business practices

3. **Pricing strategy**

Finding the right price point is crucial. Challenges might include:

- Setting a fee that's attractive to clients but still profitable
- Accounting for potential scope creep in ongoing projects
- Determining how to handle price increases over time

4. **Consistent value delivery**

Maintaining high-quality output over an extended period can be challenging. Potential issues:

- Avoiding creative burnout from repetitive tasks
- Ensuring that long-term clients continue to see fresh value
- Managing workload across multiple ongoing subscriptions

5. **Cash flow management**

While not directly addressed in the transcript, shifting to a subscription model can impact cash flow. Considerations include:

- Adjusting to smaller, regular payments instead of larger project fees
- Managing resources for ongoing work versus one-time projects
- Handling potential client churn and its impact on revenue

6. **Service standardization**

Creating a scalable subscription model may require standardizing services, which can be challenging in creative fields. Issues might include:

- Balancing standardization with creative customization
- Developing processes that can be consistently applied across clients
- Training team members to deliver consistent quality in a subscription model

By acknowledging and preparing for these challenges, service design professionals can develop more robust and successful subscription-based business models.

---

Zoom Whiteboard Link:
https://zoom.us/wb/doc/SrTB3WGzR02qaBa-xvj_3Q/p/73460861960192

Prompts:

‍

Making Content and Using AI

This call focused on providing strategies for consistently creating valuable content, gamifying the process through a "content bingo" challenge, and exploring how AI can streamline content creation workflows. The overarching goal was to help overcome inertia around content creation.

The Content Bingo Challenge  

Using a bingo board format to incentivize taking diverse content creation actions

Chris introduced a "content bingo" board with different content activities like writing a blog post, creating a video, etc. The idea was to gamify the process of consistently creating content across multiple formats and platforms. Completing a full bingo line or coverall bingo would be the goal to strive towards. This turns content creation into more of a fun challenge versus an intimidating obligation. The variety keeps things fresh and caters to different strengths.

Action Steps:
1. Print out or bookmark the content bingo board
2. Commit to crossing off at least one square per week
3. Celebrate small wins along the way towards bingo lines

Overcoming Content Creation Hurdles
Pushing past inertia and negative self-talk around content creation

Chris acknowledged that consistently creating content can feel overwhelming, especially when you're not yet seeing results from the effort involved. He aimed to reframe it as a worthwhile process of gradually building an audiences' trust and relationship with you over time. Negative self-talk like "but no one's reading/watching" can become a self-fulfilling prophecy if you let it freeze you into inaction. The bingo approach makes it feel lower-stakes and more manageable.

Action Steps:
1. List out your common negative thought patterns around content creation
2. Reframe each one into a positive affirmation (e.g. "I'm planting seeds for future growth")
3. Piggyback content creation sessions with other habits to make it feel more natural

Leveraging AI for Content Assistance
Using AI tools like ChatGPT to augment and accelerate content creation  

Chris spent time exploring the expanding capabilities of AI language models like ChatGPT for aiding in various content creation tasks. From generating content outlines and drafts to editing and repurposing existing content into new formats, AI can be a powerful force multiplier. He encouraged everyone to start experimenting with these tools and pushing the boundaries of what they think AI can handle.

The key is learning how to prompt the AI effectively to steer its output towards your desired goals, whether that's ideation, writing, analysis, or other content needs. Combining human creativity with AI's skill in rapid iteration can unlock new levels of quality and consistency.

Action Steps:
1. Sign up for a ChatGPT account (or another AI writing tool)
2. Study effective prompt engineering techniques
3. Identify 2-3 aspects of your content creation process to pilot using AI assistance

Creating for the Long Game
Adopting a patient, long-term mindset towards cultivating an audience through content

Throughout the call, Chris reiterated that building a loyal audience of any substantial size through content is a long-game endeavor. It's about planting seeds of value consistently over years, not chasing ephemeral metrics like viral hits or vanity follows. Each piece of content contributes to a body of work that showcases your expertise and viewpoint. An audience's trust gets earned gradually through the accumulated weight of that content over time.

The goal isn't any single piece going viral, but developing a self-perpetuating machine for continual audience growth. This slow burn approach may be at odds with our cultural obsession with insta-fame and get-rich-quick schemas around content creation. But true resonance and authority accrue through patient, committed effort.

Action Steps:
1. Determine your personal "why" for creating content beyond just business metrics
2. Set an audacious multi-year goal for the size of your ideal audience
3. Plan content cadences and formats you can realistically sustain long-term

Resourcefulness and Overcoming Limiting Beliefs
Developing a resourceful, "figure it out" mentality versus staying stuck in limiting beliefs

Chris challenged the group to push past self-imposed limitations and scarcity mindsets that can stunt growth as entrepreneurs. He insisted "the prize is you" - putting the onus on each person to tap into their own ingenuity and resolve to overcome obstacles.

This requires cultivating a mindset of resourcefulness, where you get scrappy about finding creative ways to solve problems and achieve goals versus making excuses. Every limit is an invention of the mind. With the right psychology and determination, you can always find a path through or around barriers.

Action Steps:
1. Write down your biggest limiting beliefs currently holding you back
2. For each one, list out alternative perspectives that empower more possibility
3. Share your limiting beliefs with the group and crowdsource resourceful solutions

The Importance of Taking Ownership
Fully owning your goals, actions and results as an entrepreneur

A key separator between entrepreneurs and others is the degree of psychological ownership they take over their activities and outcomes. As an entrepreneur, there is no boss or system to depend on - you are the entrepreneur and "chief reality creator" of your world.

This means no more amateur, half-committed efforts. You must take full ownership and responsibility for your dreams, put in the work, and be unstoppable in finding ways to create the reality you want to see. Half-measures and waiting for permission will only lead to disappointing results. Embrace being the owned of your destiny.

Action Steps:
1. Get crystal clear on your biggest goals and write them down
2. Audit where you're making amateur, de
nial-based or victim-minded excuses
3. For each goal, list out 5 "ownership actions" only you can take full responsibility for

Adopting a Long-Term Perspective
Looking past short-term losses/frustration towards your long-term vision

Building something enduring as an entrepreneur requires phenomenal patience and fortitude. Too often, temporary setbacks or chunks of time with slower progress provoke excessive self-doubt and premature quitting.

Chris emphasized the need to cement an unwavering long-term perspective internally. Turbulence and volatility are inevitable when charting a new course - the goal is to cultivate the resilience to push through the storms. Those who can stay  centered on their deeper "why" and quasi-spiritual calling amidst the noise are the ones who break through long-term.

Action Steps:
1. Write out a vividly-detailed multi-year vision for your desired future self/business
2. Identify which short-term frustrations currently cause you to feel discouraged
3. Re-commit through ceremony (vision board, personal event, etc) to your long-term path

Chris Do on Financial Planning for Business

Chris Do shares insights on how to approach financial planning for your business by examining financial records, projecting future earnings, and setting realistic and stretch goals.

Key Points:

1. Review Financial Records:
  - Look at your financial records for the first two quarters (Q1 and Q2).
  - Identify any anomalies, such as gaining or losing a significant client.
  - Understand why your numbers may differ from the expected.

2. Calculate Gross Income:
  - Determine your gross income for the first half of the year.
  - Gross income is the total earnings before expenses, not profit.

3. Project Future Earnings:
  - Take your gross income for the first half of the year and divide it by two to estimate your quarterly income.
  - Project this quarterly income for the remaining quarters of the year to get an annual projection.

4. Set Goals:
  - Use your projected annual income to set financial goals.
  - Establish a realistic goal based on your current trajectory.
  - Define stretch goals for additional motivation and potential growth.

Key Action Steps to Implemen:

1. Gather Financial Information:
  - Review your financial records for Q1 and Q2.
  - Consult with your accountant, financial planner, or a trusted advisor to gather accurate data.

2. Analyze Anomalies:
  - Identify any unusual financial activities or changes in client base that may affect your numbers.
  - Understand the reasons behind any significant financial changes.

3. Calculate Projections:
  - Divide your gross income for the first half of the year by two to find your average quarterly income.
  - Multiply this average by four to project your total annual income.

4. Set Realistic and Stretch Goals:
  - Based on your projections, set a realistic income goal for the year.
  - Establish stretch goals for potential higher earnings to motivate and challenge your business growth.

5. Track Progress:
  - Regularly review your financial progress against your goals.
  - Adjust your strategies as needed to stay on track or to achieve your stretch goals.

By following these steps, you can create a structured approach to financial planning that helps you understand your current financial position, project future earnings, and set achievable goals to drive your business forward.

Chris Do on Showing Gratitude for Client Generosity

Chris Do discusses how to appropriately express gratitude to clients who provide new opportunities and financial support, emphasizing the importance of personal effort over monetary gifts.

Key Points:

1. Visualize Client Generosity:
  - Imagine receiving tens of thousands of dollars from a client as new opportunities.
  - Think about how you would respond to such a gesture.

2. Avoid Monetary Gifts:
  - Giving money in return can be perceived as offensive or cheapening the act of generosity.
  - Instead of giving money, focus on expressing genuine gratitude through thoughtful actions.

3. Effort Over Money:
  - Effort and personal touches are more meaningful than monetary gifts.
  - Reflect on personal relationships where effort made a significant impact over financial gestures.

4. Personalized Thank You Notes:
  - Write a heartfelt, personalized thank you note on quality stationery.
  - Visit a stationary store and choose a nice card stock and envelope.
  - Use your best writing pen to craft a sincere message.

Steps to Express Gratitude:

1. Write a Personal Note:
  - Address the client by name.
  - Express sincere appreciation for their support and the new opportunities they have provided.
  - Mention how your business relies heavily on referrals and how much their support means to you.

2. Avoid Generic Gifts:
  - Be mindful of the client's preferences. Generic gifts like flowers may not always be well-received.
  - Take the time to understand what the client would genuinely appreciate.

3. Example of a Thank You Note:
  - "Dear [Client's Name], I recently heard from [Person's Name] that you had sent him my way. As a small business owner, referrals are 90% of how I get new business. From the bottom of my heart, I truly thank you. If there's ever anything I can do for you, please do not hesitate to call. This isn’t about money. This is just about my genuine appreciation for you."

4. Communicate Your Dependence on Referrals:
  - Highlight the importance of referrals to your business in your note.
  - This subtly encourages the client to continue supporting you through referrals.

By focusing on personal effort and thoughtful communication, you can effectively show gratitude and strengthen your client relationships.

‍

Chris Do on Setting and Monitoring Financial Goals

Chris Do discusses the importance of setting and monitoring financial goals for your business on a quarterly, monthly, and weekly basis to ensure you stay on track.

Key Points:

1. Focus on the Next Quarter:
  - Break down your annual goal into manageable quarterly, monthly, and weekly targets.
  - This helps in maintaining focus and tracking progress effectively.

2. Annual Goal Breakdown:
  - Example: If your 2024 goal is $100,000, divide it by 4 to determine your quarterly goal.
  - Quarterly goal: $25,000.

3. Quarterly to Monthly Breakdown:
  - Divide the quarterly goal by 3 to get the monthly target.
  - Monthly goal: approximately $8,333 (for simplification, Chris uses $8.5K).

4. Monthly to Weekly Breakdown:
  - Divide the monthly goal by 4 to get the weekly target.
  - Weekly goal: approximately $2,125.

5. Weekly Monitoring:
  - Track your weekly progress to ensure you are on track to meet your goals.
  - Adjust your efforts if you are falling behind or performing above target.

6. Self-Monitoring as CFO:
  - Many small business owners may not afford a CFO, so it's crucial to develop basic financial literacy.
  - Understanding and managing your finances boosts confidence and helps in achieving your goals.

Actionable Steps:

1. Set Your Annual Goal:
  - Determine your financial goal for the year (e.g., $100,000).

2. Break Down the Goal:
  - Divide the annual goal by 4 to get your quarterly target.
  - Divide the quarterly goal by 3 to get your monthly target.
  - Divide the monthly goal by 4 to get your weekly target.

3. Track Your Progress:
  - Monitor your weekly earnings to ensure they align with your target.
  - Adjust your efforts if you are behind or ahead of schedule.

4. Develop Financial Literacy:
  - Educate yourself on basic financial principles to effectively manage your business finances.
  - This knowledge empowers you to make informed decisions and stay on track with your financial goals.

By following these steps, you can systematically approach your financial targets, ensuring you stay on track throughout the year and adjust your efforts as needed to achieve your business goals.

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How to effectively establish yourself as a thought leader and create valuable content that resonates with your target audience.

1. Develop Awareness Strategies:
• Actively promote your business and expertise to make others aware of your presence.
2. Write Thought Leadership Content:
• Pretend you're being interviewed by a top industry magazine.
• Write down 10 significant questions and answer them in detail.
3. Distribute Content Across Platforms:
• Post your answers on Linkedin and repurpose them for other social media platforms.
• Aim to be present across multiple channels to reach a broader audience.
4. Engage with Your Audience:
• Monitor the traction your content receives and engage with your audience to build relationships.

Resources:
Here are the links mentioned in the chat:

1. Claude AI: https://claude.ai/
2. Pik's Instagram: https://www.instagram.com/kungpikliu/
3. Pik on LinkedIn: https://www.linkedin.com/in/kungpikliu/
4. Pik’s website: https://www.designangel.la
5. The Futur Pro Library - Lead Gen Support: https://thefutur.com/membership/pro-library/lead-gen-support
6. The Futur Content - Mastering the Language of Business Success - With Phil M. Jones: https://thefutur.com/content/mastering-the-language-of-business-success---with-phil-m-jones
7. The Futur Content - How to Write Social Media Content That Attracts Millions with Jasmin (Jay) Alic: https://thefutur.com/membership/pro-library/how-to-write-social-media-content-that-attracts-millions-with-jasmin-jay-alic

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Transitioning to a Subscription-Based Business Model

Introduce core topic of restructuring services from one-time fixed fees to recurring subscription fees. This call covers strategies for shifting from a traditional one-off project billing approach to an ongoing subscription model for generating more predictable revenue streams. Chris Do aims to help attendees reimagine their offerings through this alternative framing.

Understanding Fixed Fee Engagements  

Summarize pros and cons of fixed fee model
Evaluating tradeoffs of one-time fixed fee billing  

Chris Do opens by reviewing the familiar fixed fee approach where clients pay a single lump sum for a defined scope of work with a clear start and end. Advantages highlighted include guaranteed income, predictable revenue, client understanding of the total cost upfront, and ability to make more if work is completed efficiently. However, downsides are unpredictable lengthy gaps between projects, ongoing sales effort required to continually refill the pipeline, and potential "feast or famine" income volatility.

Action Steps:
- Audit your current services and revenue model
- List out pros and cons you've experienced with fixed fees
- Identify any client types or offerings well-suited to test subscriptions

Introducing the Subscription Model
Contrasting subscription vs. retainer agreements  

Clarifying the distinction between subscriptions and retainers

Chris Do acknowledges initial confusion around the difference between subscription fees and retainer agreements. A key distinction provided is that retainers are typically use-it-or-lose-it prepaid bank of hours, whereas subscriptions provide defined ongoing access and value delivery regardless of hours used in a given month. Subscriptions shift the mindset to providing continuous access to a role or relationship rather than nickel-and-diming customers for time. This aligns pricing with the value experienced rather than task completion.

Action Steps:
- Determine which current services could transition to a subscribe-and-access model
- Identify any unlimited, on-demand or background support aspects to bundle into subscription
- Experiment with decoupling value from time by exploring fixed monthly fees  

Benefits of the subscription model

Advantages that subscription pricing can unlock

The primary benefits covered include smoother monthly recurring revenue and better income predictability, stickier longer-term customer relationships, separating pricing from time-based outputs, packaging up smaller offerings clients couldn't justify large upfront spend on individually, and removing the disincentive for customers to minimize utilizing your services. Other pluses are increasing the total accessible market by lowering initial barriers to entry and capturing more share-of-wallet from existing customers.

Action Steps:
- Calculate your average client lifespan to model lifetime value potential  
- Forecast different revenue and market share scenarios with subscription model
- Design service bundles with more components than typically engaged for individually

Reframing Value Delivery

Shifting to continual value-added relationship

Reposititioning the engagement from project-based to ongoing support

A key mindset shift required is moving away from transactional, one-off project completion in favor of an always-available, continually value-additive relationship. Rather than doing a job and moving on, the subscription model means you are perpetually responsible for proactively improving, optimizing and enhancing results for the customer on a recurring basis. This may require up-front overdelivery to demonstrate the expanded value incorporation until renewals occur and trust is built.

Action Steps:
- Define the comprehensive scope of support a continual relationship would entail
- Outline process for regular check-ins, updates and collaborative engagement
- Develop leading indicators to demonstrate ongoing value beyond just project completion

Evolving pricing model to de-risk adoption
Using subscription model to lower barrier to entry

With the subscription model, customers can access high level premium services and expertise with a lower initial cash outlay, allowing them to derived benefit immediately before incurring the full costs of a major implementation or initiative all at once. This essentially de-risks the decision to move forward by letting clients start realizing value first before deciding to double down on a larger expansive engagement. For providers, it allows rapidly seeding the relationship and getting a foot in the door.

Action Steps:
- Identify entry-level subscription tiers for lower buy-in
- Map out natural upsell path from basic to premium levels
- Design triggers/cues for expanding scope based on proven value

Operationalizing the Subscription Model
Aligning services to subscription packaging

Restructuring offerings and pricing for recurring billing

To successfully transition to a subscription model, services need to be repackaged from one-off projects into renewable, ongoing components. This may involve breaking down larger engagements into phases, modules or productive capacities that renew continuously. Value-additive activities like monitoring, optimizing, strategic advising and on-demand support lend well to subscription-based pricing. The aim is providing defined ongoing access rather than nickel-and-diming customers for time spent.

Action Steps:
- Inventory all services, breaking them into phased components
- Identify areas providing continuous value beyond initial completion
- Package combinations of services into recurring membership tiers

Implementing the subscription operations  
Enabling the recurring billing and engagement model

From an operations standpoint, Chris Do outlines needed components like shopping cart software to sell subscriptions, payment gateways for recurring billing, delivery mechanisms for subscription fulfillment, and engagement processes to nurture ongoing relationships. Up-front work is required to build subscription-based sales funnels, marketing sequences, onboarding processes and customer success protocols. However, once established, the model runs more automatically than starting from scratch each engagement.

Action Steps:
- Research subscription management tools and payment solutions
- Map out a customer lifecycle and touchpoints from marketing to renewals
- Develop content, training and standard operating procedures for subscription delivery

Pricing subscriptions for value over time  

Determining optimal subscription fee levels and pricing strategy

Pricing subscriptions requires a shift in mindset from bill rates and project budgets to evaluating the value provided over the full subscriber lifetime. Factors to consider are competitive service equivalents, market benchmarks for similar subscriptions, willingness to pay, and projected customer lifetime value. Pricing too low leaves money on the table, while excessive costs reduce adoption. Chris Do suggests starting higher than expected, while removing friction and reinforcing value delivery.

Action Steps:
- Analyze market rates and competitor subscription pricing benchmarks
- Calculate estimated customer lifetime value based on projected renewals
- Test pricing tiers positioning and anchoring based on perceived value

Transitioning Existing Clients
Discussing subscription upgrades

Approaching existing clients about subscription model transition  

For existing clients on traditional fixed fee models, Chris Do recommends being transparent about exploring subscription offerings as an option to provide more continuous value and support. Emphasize this enhances the relationship rather than diminishing services. Existing trust and familiarity provides a springboard for testing subscription upgrades and renewals with a familiar audience before marketing more broadly. Chris Do cautions against blindly transitioning everyone overnight, but gaining buy-in adopters.

Action Steps:
- Identify existing clients and segments best suited for subscription model
- Develop talking points comparing current value to enhanced subscription
- Propose subscription upgrade for continual service on a trial basis  

Offering incentives for early subscription adoption
Providing migration benefits to convert existing clients

To accelerate transitioning the existing client base, Chris Do suggests offering incentives and grandfather privileges for being among the early subscription adopters. This could include promotional pricing, letting existing fees and agreements roll over into the new model, or providing added bonuses and extras to convey expanded value perception. The goal is reducing friction to adopt the new subscription-based model versus the comfortable status quo.

Action Steps:
- Define a special promotional pricing tier for existing customers
- Allow existing clients to migrate at renewal without disruption
- Add exclusive bonus benefits for current clients upgrading to subscription

Offer Design
Subscription
What is the primary result that the client wants?
What are they trying to avoid? What is creating a headache for them?
How much are they currently spending to solve this problem?

Additional Resources:

Pro Call #246
https://thefutur.com/membership/pro-library/premium-pricing-and-positioning

Pro Call #241
https://thefutur.com/membership/pro-library/lead-generation-support-2

Pro Call #238
https://thefutur.com/membership/pro-library/lead-gen-support

Secret to Running a $1 Million Solo Design Agency
https://youtu.be/8vwgUwgH2Js?si=xC936j3ldJg6MlYo

Pro Call #241

GPT Prompt:

I am a ____. I generally ___ _____.

For the kinds of things that I do help me to design a business model that's a subscription-based model, as described by Ronald Baker in his book Times Up.

Help me figure out my target audience, the offer, and suggest anything that is currently trending in terms of what people need and how you see that moving into the future.

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(Fill in the blank with your relevant details about your service/product and goals.)
Example:

"I am a copywriter. I generally write copy for email marketing funnels and websites. For the kinds of things that I do help me to design a business model that's a subscription base model, as described by Ronald Baker in his book Times Up.

Help me figure out my target audience, the offer, and suggest anything that is currently trending in terms of what people need and how you see that moving into the future."

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