Business Marketing in 3 Steps

Speaker 1: 0:00

Hi, my name is Casea . I am a business strategist, and I will be your host in this podcast. I'll be getting raw, real , and relentless whilst interviewing successful entrepreneurs from all over the world who specialize in different aspects of business. We'll cover the five main pillars of business, which are sales, marketing, finance, operations, and leadership, but not forgetting mindset, live and digital events. Plus much, much more you'll gain insights, tips, and tricks, and discover your drop in actionable steps that you'll be able to put in place for your business right away.

Speaker 2: 0:41

Hi guys. I have an awesome person here with us today on our show. Her name is Abby watcher . She is a marketing coach and lead educator at, for her empire. Now she has dropped out college to start her own business. It taught her to failed businesses to painfully learn how to build, manage, and grow a business. She got her first job as a marketing manager of a startup based in east Africa, despite having a 2.0 GPA, zero experience and the most subpar resume ever. She sold the startup her skills rather than her experience or her educational background in Kenya's 2017 general election. Abby worked as part of a marketing team to nominate anec . One of the members of the county assembly in 2018 and 2000, she helped over 50 Christian authors from east Africa launch their first and second books. Abby is a marketing chameleon that has worked with preneurs and small businesses in every fill from publishing real estate politics, photographics media and eCommerce. She now uses all she's learned from her career to show us how to build a solid marketing strategy. I would like to welcome the fabulous a to the show . Welcome . I'm so excited for you to be here with us.

Speaker 3: 2:28

Yay . Nice. I'm happy to be here. Such harder to like,

Speaker 4: 2:33

Yeah .

Speaker 2: 2:35

So Abby , if you don't mind , I'll have to go straight into this and find out, you know, the magic that you do for people. So very first thing before we can dive in really deep in , get into the nitty gritty, I would love for you to tell us why did you get into business? What were you doing before you even started your own business?

Speaker 3: 2:57

Yeah, so I think what got me, the business was overconfidence and not the good guide .

Speaker 2: 3:03

Oh . Cause

Speaker 3: 3:04

I , I sucked at it. Like the worst. I , I remember I was in , I was in college. I had like the worst GPA ever. I was so not in class. And so we had to do internships and of course I had the most basic CV . That was just my name and my college in there. And nobody of course accepted me. So I had just walked into this company. Um, I asked for the, the , the small it company. So I walked in there, like it was a client asked for the owner of the business. Like I had an urgent team team with like, hi, I'm I'm I'm Nigerian. I have, I'm good. I at this , I'm good at it . I'm good at website design, I'm good at graphic design. Give me one week to handle like your, your marketing. And if you don't like it, you can just kick me out. But I did an internship and the it internship, but I'll be doing marketing for you and it on the side so I can know pass this. Surprisingly, I agreed . I think intimidated him with like , I know they like, oh , I'm confident I can do anything. Start a business in graphic design failed . And I was good at graphic design. Oh wow . Another business failed . I'm like , what the heck ? So I figured, okay , I'm doing , I'm doing something wrong. So I said , Google , the part of everything taking tutorial was taking courses, but it was everywhere. I would learn automation one day. And then the next day, how to create social media posts. Oh , I would learn something else was just high, low, high, low, high, low, high, low. And it sucked. Cause there is nothing constant and oh , it was such a terrible way to learn how to grow a business on the fly and no structure. And it , it took me until 2017 , I think after like years of working with other business owners to learn how to do things, to realize, yeah, this is why I fail . And so now that I know how this work, now that I know the structures tell on marketing, I don't want women to like, get all that crushed hope of fulfill businesses . Yeah . And having to like pick up your, your humility to learn how to do a business .

Speaker 2: 5:08

Right. And you know what I , what I love about what you just said is that you actually went into this company and you showed them , you proved to them what you could do. You didn't just tell them. Right. Which

Speaker 3: 5:22

Hold

Speaker 2: 5:23

So much more than people just talking, especially nowadays. Right. Cause in the industry, I feel that people feel like, you know, they're so skeptical because there's so many promises that are being made, but they're not being fulfilled. So you actually going in and just telling them, you know what, give me a chance. I'll show you. What I can do was amazing. Yeah . And they , what they've seen ,

Speaker 3: 5:46

I'm scared of as well . He was like the most boss ever

Speaker 2: 5:51

Like , oh really ? Oh , wow . Awesome. So Abby , I heard something about you in the grapevine. I

Speaker 3: 6:02

Du

Speaker 2: 6:03

That you have this uncanny ability to just kind of look at someone's business, see where they're going raw and going right in their , you know, marketing strategies and just the pinpoint and just, it just kind of , you see it straight away where they're going wrong and where you can make those corrections, right? Yes . ISN that true.

Speaker 3: 6:27

Yeah. It it's . I think after like learning and mood , you just to look at a business and that's not gonna work out ally in the marketing . And what if you , I know it's like, it's like, and if your marketing is not going so well , um , if , whether you have experience or not, it boils down to what you are doing something wrong. Other straight one. When you look at things from the client perspective, you are not seeing what the client is saying. You're not saying what they wanted to say , right ? So when you , you look at things from the business perspective or from the business brand, the business brand, you think you're communicating is not, what's really out there.

Speaker 2: 7:05

Okay .

Speaker 3: 7:06

And three, as a business owner, you are not, you're not acting like a business owner. You acting like an employee. You're taking only the parts . You are good at the parts you like, and you forgotten that a business, especially incorporate so many aspects takes away from sales . It takes away from finances, even from the legal point, you're not acting as a business owner, an employee. So these are the three, tell three things in which really hurts your business when it comes to marketing. So if you think a marketing sucks, look at one of these three things it's likely there .

Speaker 2: 7:39

Yeah . Wow . Okay . That was amazing. That was powerful. Three points there. Thank you so much for that. And so, I mean, apart from you kind of experience it and having, you know, fail businesses, what really quantifies you as an expert in this field.

Speaker 3: 7:55

Yeah. Yeah. So , um, after I realized that if I was gonna be in my and Googling things on the fly was not going to work. So I like, you know , I'm just not gonna work. I was like, you know what? Let's just go to like an actual marketing institution. That's this is your . Can I curse by way ?

Speaker 2: 8:15

This is totally UNCs. So you curse away . Yeah .

Speaker 3: 8:19

So I need a marketing school that knows it . So, but then I was so confident. So cm has level three foundations, level four, I think professional , um , level six, the actual professional and level level seven postgraduates. So I jumped to level six level . Like I am not on found side and I passed it .

Speaker 2: 8:39

Oh , amazing .

Speaker 3: 8:40

I , I actually see , I am , um , um , certified as a digital marketing expert. I've worked in the marketing field for over right now, six years. I've worked with politicians to see things, politicians that kind like promising things . They're like the ultimate sales people . Like no offense, anyone listening to this , you're like the ultimate sales people . So I like let's work with one of you .

Speaker 2: 9:06

Yeah. I know exactly what you're talking about . That . I mean, I worked in politics as well, so it can be very tricky. So

Speaker 3: 9:15

I gotta learn how to like have this sweet wear as it like when you , and so I worked with a politician , um , in a group for two years, then I've been working with a Christian publishing company for the past four years. I've worked with photographers. I've worked with an advertising agency here and in Kenya, I've worked with a startup , um , was the marketing manager, both in Kenya and in Uganda, my first ever job. Wow . Which was like, I , you must have liked me a lot.

Speaker 2: 9:45

I be like ,

Speaker 3: 9:46

Yeah. So I've , I've worked in media as well. I've worked with online publications, online magazines just to get like a very varied experience and see things from the single senior , um , senior level perspective down to the person working that way. I can understand how a business works. You're gonna do a marketing campaign. What does every single person contribute to making this campaign a success?

Speaker 2: 10:10

Right. Okay . So that's where your uncanny superpower come from. You see so many other businesses do it and see the different strategies that doing that. You've actually learnt those skills and are helping other people implement them as well. Which is amazing.

Speaker 3: 10:26

Yeah. You are definitely a salesperson. Yeah .

Speaker 2: 10:31

So I would love for you to please teach one to our audience that they can relate to and immediately apply right now.

Speaker 3: 10:42

Yes. So you know who I talked about, how, if you are struggling in marketing is one of these three things right now, the core of any business is the client. So now I'm gonna teach you a skill on how to market to your client .

Speaker 2: 10:54

Awesome . Okay . Yeah .

Speaker 3: 10:56

Yeah . Give a Listening to this , watching this , get your paid and paper paper. Ready? Let's talk about clients now. I'm , I'm assuming that at this point you have a good idea of who your client is. If you're gonna run ads on social media, who you target, or if you have a solution or coaching package who ideally would be the best person that has the disposable income to afford this, or they can get the money somehow without making your company look very shady and encouraging people to be in debt . Yeah . You don't want be the online marketers. Yeah . Yeah . So your clients will have the disposable income to afford what you're offering . So let's say , you know who they're okay . The next thing you want to do is need to know what exactly is the problem you're facing the needs and challenge. And it's not the surface level of things you have to get into the midst of what the problem is right now . Lemme give you an example, say you're a life coach , um , a relationship coach. And you have people who have like a string or field relationship. You cannot say the problem is commitment issues. That's too broad. Not to mention, nobody wants be told they have commitment issues. It sounds it honestly, it sounds like you have it . I don't have it. Right, right. Yeah. OK . So if you're analyzing the client's problem, don't put this heavy level on them for your clients . It might be , they've been in a string of field relationships. And now they're realizing that something is wrong. They want to be in a committed relationship, but every time something comes closer , they're like, oh , so either they , they avoid relationship . They're afraid of being hurt . It's been abusive. That's the problem. Don't tell me, you have commitments issues. Say I've been in a strength of relationship that I not lasted. And that's, and I can see , Hey , three months , two months , one week , like you're saying that so first you need to know what the problem is. The second thing is , is you need to know what is the source of the problem. If you are , if you are a coach, especially for a life coach, this is good for you. So if, for example, using our example, you've seen your parents get a divorce. Um , and you are like, okay , so relationships can get this messy. That subconsciously turns you away from it. That's was the source of the problem. You cannot tell somebody, you have commitment issues from your parents . Divorce sounds so terrible. By the way, you can tell them that you can say you've been in a string of relationship and you are afraid of threatening hurts because you've seen it happen to your parents. So that's, that's a different thing. The third thing you want to know is how has this affected them? What tangible impact has this had on them? Don't just tell me that. Oh, you know, you have STR relationships. Yeah. But what if so that in paranoia now you , your partner takes your phone . You're like, and you're constantly chasing them. You have anxiety and you're constantly worried you haven't eaten disorder because you you're trying to mold into something to much what you think your partner was . When you look at the person, look at the business, depending on your own , what you do, how has this literally affected them ? That's the thought that you want to have in your marketing message . Now this , the last part , what is the goal they want to accomplish? If it coming to you to make that would be the goal, right? Making money . Yeah, yeah, yeah. Yes. That's the goal for some client. They don't want to go . They want to promise or a guarantee. They want something they can hold to . So you need to know what's the goal, the promise of the guarantee I'm giving now taking this four things , take a story. It might be a fictional person. Tell a story, all of this, that's your marketing message. Put it in your landing page in your social media, tell the story of how you taken the client problem to this guarantee and that a message your client wants from you .

Speaker 2: 14:51

That is amazing. Oh my God , it's making this huge area of business marketing and you've really just shrunk it down and put it in a language that everyone understands. Everyone understands relat right. Love that , that kind of description and the terminology you use for that. So yeah, I mean, that will totally be helpful for everyone that's listed. Thank you so much for that , Abby . Perfect . Thanks. So my next question for you is you've helped a lot of different clients. I know this myself, I've done a lot of research behind you and many different people . So would you be able to tell me and the audience of a few recent success stories that you've had with your clients?

Speaker 3: 15:39

Yes, yes . Yes . So may I give you two success stories? Um, to women , one is a relationship coach , actually the example I , you have about commitment issues, but actually from her business. Yeah . So , um , actually I know, I thought I good have , let's have an actual story to tell with this amazing . That would make a bit more sense. Yeah.

Speaker 2: 15:58

Right .

Speaker 3: 15:59

Yeah. So , um , Ashley's the relationship coach for women in their thirties? Typically most of our clients are late thirties, but she tends to present herself as a coach . Um , relationship client , pulling their thirties. Now her client if was use general , what I would say to have commitment issues. And that was what she was actually using. And, and I was like, would you really tell someone like , hi , like, hi , I have commitment issues . Would you ever and say that ? No , nobody does that . So she has a good business. She has amazing coaching program, but her marketing message was off. So she attended my recent , um , I have a monthly workshops. I attended the latest workshop. Um , so half day workshop. And then how problem was that? Her marketing message sucked, I guess it was like the blindest thing ever in the world. It was like, really ? I'm gonna my wallet for that. Not really . So I know , I , I guess what she's coming from say commitment issues can, can drop from different from different , um , backgrounds that have relationships , um , worries, or issues. So that was good, but that wasn't working out and she has been running at using many and amazing things . So half day workshop, we really nailed down her marketing message from the client perspective, from the business perspective and from her being a business owner and only focuses on that. I'm a good business coach , uh , a good relationship coach. Yeah. But darling , you have a business to run. You have to be on social media. You have to have funnels. You have to run as , so as a business owner, you , you act like an employee for the company and not the owner of the business. So we had to have the workshop . She was able to flesh out all of this and have like an actual, an actual message. That sounds awesome. Like, okay , I have short relationships, she knows what I'm talking about. She's promising me that after six months in a program, I'm gonna love myself a lot more. I'm not gonna worry about what I see in the mirror. I'm not going to fill in adequate going to have a partner. And I will not project all my securities on them. And so it was such a , a great , um , success for me to see her have a message that actually resonate in her audience. That's my first success story. Uh , the second one is actually a friend of mine. Uh , patients she's here in Kenya, Ashley's in Canada. So patients , um , COVID happened. And so she was trying to get some, some money, like everyone else was in COVID. Yeah . And so she is good at , at sales and , and marketing . So she said stats , an agency. And unfortunately here in Kenya, almost everyone else through an agency online.

Speaker 2: 18:40

Okay . Right .

Speaker 3: 18:42

Yeah. So like the competition was massive is ridiculous. And because even the person hiring you, this is a skill COVID backup plan . They did not have the money for it. Ah , and so yeah, it , it sucked like COVID here was terrible economics recovering right now. And so it was like, okay , yes, people are at desperate to market their products after COVID no most , most businesses sales like crash . So people want marketers, but can you compete with people having low prices? People who, who can give you heaven , like a sweet talking politician and delivered like results. I know you can't. So besides to look at other opportunities in the market , realize this people, many people lost their jobs in , in , in the COVID pandemic. So why don't we target them instead? So instead offering , um , trainings on writing on interviews, on optimizing your LinkedIn and God brought the money like a week after she , she has like a good Facebook following a personal profile, not a page. So she like, I'm offering this , um , training on zoom it's 5,000 , um , open to like 20 people to make it look like there's some scar involved. She got 20 people .

Speaker 2: 19:59

Wow. What in space ? A week ? Yeah . How ?

Speaker 3: 20:02

Yeah, because she already had the audience , you

Speaker 2: 20:04

Know ? Oh ,

Speaker 3: 20:06

She already had the audience , but she was them marketing agency , but lost their jobs . Yeah . What they wanted was a job. Yes .

Speaker 2: 20:16

Right . Oh, wow. Like that you was able to just change her whole strategy.

Speaker 3: 20:21

Yeah. Change

Speaker 2: 20:23

Offering

Speaker 3: 20:23

What doing . Yeah .

Speaker 2: 20:25

Right . And actually give people what they needed right now, rather than her thinking, this is what people needed when it wasn't actually that . Right . Yes.

Speaker 3: 20:33

Which is amazing. The fly to want something different.

Speaker 2: 20:36

Yes. And you know, what is having that different perspective from an expert, just like you going in and showing people, all right . It's not just about you and what you want and what kind of business you wanna build. You gotta make sure your offerings are something that people need right now. And you spotted

Speaker 3: 20:54

Exactly

Speaker 2: 20:55

Right? Yes . That was freaking amazing. Wow. And in a week she managed to get 20

Speaker 3: 21:00

Know

Speaker 2: 21:01

That is ,

Speaker 3: 21:02

Yeah . She has a massive audience . She was the one using it . Imagine I have an audience of, of people who are university with are friends of friends who have lost their job , trying to find a where like advertising agency, they don't care . Your is not like that .

Speaker 2: 21:18

If people wanted to get hold of you . And in fact if they support , where can they go , Abby ?

Speaker 3: 21:27

Yeah. Okay . So if, if you want free support, the best place to be is on the website. I actually have an entire page of free be where I have things like weekly planners that will help you with your productivity. Um , I have a brand positioning template that will help you look at and position the business and creates a , um , a statement that says who your brand for , who you serve , what they get out of it, why you're the best person for them. So in an hour or less , you're able to create that sentence.

Speaker 2: 21:58

Oh ,

Speaker 3: 21:58

And , uh , I know , I know I'm proud of it as well . It's a level of modest, but I'm proud of it .

Speaker 2: 22:08

Amazing. Awesome. So , um , my

Speaker 3: 22:12

Website is actually not ask .

Speaker 2: 22:15

So now you mentioned that to me before we got on this show that you have a program that you normally actually sell for $40, right? Yes. For our audience today , which is so amazing. I'm so excited when you told me this for anyone that's listening on this show, this episode today, that program, that's normally $40 . Everyone here will get it for free.

Speaker 3: 22:43

Yes, yes, yes, yes , yes , yes . So tell me

Speaker 2: 22:47

More about that. How do people get this 40 for free ?

Speaker 3: 22:51

Yes. So if youre a listener of the society podcast , then I have a gift for you because you're a listener of Kay and she's freaking amazing. And so by default, you are freaking amazing . So that's a gift for you . That's So you can get the course as grow that's for her empire.com and the course will actually help you look at this from a three perspective by Dr . BES , the client , the business, and you . So it's a three day course it's supposed to help you fix your, your , your business issues. Tell your marketing issues 72 hours or less. So it's every day , there's a 20 minutes video. There's an assignment that goes with it. There are some tasks you get it done in three days. You have a solid market strategy. Wow.

Speaker 2: 23:43

Okay . Amazing. Oh my goodness. Thank you so much for that. I know that's gonna help so many people out business and fact , you know, your perspective of seeing things differently. I'm sure people are now gonna be going away and that , hold on a second. I need to look at my market strategy all over again. Now I need to, this is how I'm actually viewing it and seeing it, and I'm sure it's gonna change a lot of people's minds and heads , and there's gonna be ideas coming out from that . So thank you so much for coming on the show. Abby , I've loved having you here. You dropped so many bombs .

Speaker 1: 24:18

Um , and I can't wait to have you back on the

Speaker 2: 24:20

Show again. Thank you.

Speaker 1: 24:22

Thank you for your time. And listening to UNC to society podcast or resources mentioned throughout the episode will be added to the show notes . So you'll be able to find them at the bottom as you scroll down, don't forget to go ahead and subscribe and leave a review in iTunes. Thank you once again.