Leah Gervais: Hey visionaries. Welcome back to the, your biggest vision show Leah here, coming to you from maternity leave. This is the first episode I’ve recorded since my baby was born just a few weeks ago. It has been the most incredible, magical, tiring, challenging few weeks of my life. Just like I’m sure every other mother would say every other new mom, uh, what they say is true and still, I don’t think there’s really anything you can do to prepare for the amount of love, nor the amount of challenge that comes. Especially for me, the lack of sleep has been the hardest part, but, um, I have definitely been able to find waves of energy and inspiration throughout it. And one of the things I’ve done with those is write a, an ebook , which I’m so excited to share with you guys today. And I’m actually gonna share a lot of the, uh, details of the book.

Like actionably with your here with you today. It’s not just about buying the book, it’s about knowing what’s in it. So you can make sure that it’s something that you want for your herself. Um, and I also just wanna kind of put in a little note here really quick to be really transparent, that the only reason I have the energy or the bandwidth to do something like this with a newborn is because we have help right now. I’m not trying to do all of this on my own. And I’m also not trying to promote a situation in which you have to work while you are on maternity leave or have a baby or anything like that. I’m doing this out of pure joy. This wasn’t something that was planned. It wasn’t something that I felt like I had to do. It’s something that I wanted to do.

Um, and it’s been really great for me to be able to have that thing. That’s still familiar to me in the midst of so many new, so much newness with a newborn and becoming a mom for the first time in breastfeeding for the first time. And you know, all of it is such a learning curve. 

So I’ve really enjoyed and feel like it’s helped my mental health to have something that I’m so anchored into, which is something creative, something for work, something that I know is serving my audience. Um, and the only reason I’m able to do that is because I do have help. And so if you are interested in how I am managing help, how I am on maternity, leave any of this kind of from maternity leave mom business owner intersection, please let us know. I am more than happy to share about it.

And I do think it’s an important thing to talk about, but I only wanna do so if it’s actually interesting to you guys, I know a lot of my audience is women. Um, but it’s up to you guys. If this is something that you actually wanna hear from me, or if you just kind of want me to stick to the online business tips, um, and behind the scenes that I typically give. 

So I just wanted to share that because I don’t want anyone to think that I am doing this all by myself or all, even just with my husband. Um, and also, you know, being able to still work. We have help at night, we have help during the day. Um, and again, all of that are things I’m willing to share about and how we thought about that and how we decided what to have, if that is helpful.

So, anyway, the point is why you’re here is because I basically did an Instagram poll, um, a few weeks ago asking the, in my Instagram audience, what they would more prefer to hear about, uh, looking back at the seven figure year that we had many of, you know, that we had our, we hit seven figures in August this year, meaning from last August to this August was a, uh, a million dollar sale period of 12 months. Um, and I just wanna share as much about that as possible to benefit you all and to be transparent. 

To obviously help you get to seven figures, if that’s your dream too, or, you know, whatever milestone you’re working toward. And we got a lot of interest in both, actually both the mindset work that went into it and the marketing. So maybe mindset work will come out at a different time, but we did get more interest in the marketing that went behind seven figures.

And so that is what I’m here to talk to you about today. And that is what our new ebook thoroughly goes into depth on. And I highly encourage you to snag this ebook while you can, at the time of this podcast release, it will be on sale for $20 off. So it’ll be $47 instead of 67. And it also will a free bonus call with one of our coaches to help set you up for success marketing success in 2022. 

So those are both hugely valuable, um, and something we’re really excited to offer you guys. Uh, and it’s, it’s the lowest cost thing that we sell. Um, so if you’ve ever been interested in working with us, but you know, you’re not ready for skill your, which starts at $5,000, then this is a fabulous place to start. It is so packed with value. I really think it’s an, uh, I wouldn’t even blink to spend $47 on it.

Even if you only get one strategy out of it that could make you what, $1,500, obviously that is worth it times 10. So, uh, times, times 30 specifically actually. So what I wanted to do in this episode is just talk to you about everything that’s in it. Um, and even if you don’t buy the book, then I think you’re gonna be able to walk away with this episode with a lot of clarity around the marketing that we do. But if you want the details on how we do it, the, the tech behind how we do it, the specific strategies that is all gonna be reserved for the book, just because I obviously can’t cover that in a podcast episode. So without further ado, I wanna talk to you about the three layers that we go through in this book that are the three steps I think of when we plan marketing.

And if you are in any of my programs, even if you’re just a listener of this podcast, you probably heard me talk about these before. They’re nothing new. Um, but I, it is kind of the framework that we use and really it’s simple. You know, I think a lot of people overcomplicate marketing and it doesn’t need to be complicated. 

Some of the strategies we go through in the book are quite sophisticated, but they are all under this three part framework, which you really can do whatever you want so long as you’re within the three, the three part framework, but we give you the examples of what we do. So what is this three part framework? Well, we approach marketing as a simple business funnel where people are at the top of the funnel, getting to know you. 

So this is also known as visibility, right? Getting people from going to having no idea who you are, never hearing your name, no clue what it is you do to finding out who you are. It is just about visibility in that top of the funnel. The know you part is just them getting to know you. The second piece we wanna pay attention to is getting them to like you, which is also known as nurturing in this part step of the funnel. So once we get them to know who you are, how do we get them to come back to your Instagram profile, or actually read your emails or enjoy your content, or listen to your podcasts or listen to your YouTube videos, wherever you’re making content, how do we get them to get to know you wanna come back to you actually be with who you are, consume your content, et cetera. And then the third part of the framework is how to get them to trust you, which is also buying from you.

So in simple terms, the three steps are getting people to know you like you then trust you in marketing terms, the steps are getting people or getting yourself visible, nurturing your audience and selling to your audience. So the book is broken up into what we do in each of those three sections. Now, all too often, I see entrepreneurs sort of bury their head in the sand sand about these three segments, hoping that if they have one marketing strategy, it can kind of cover all three of them. And this is a mistake to be totally honest. It doesn’t mean that certain marketing strategies can’t do more than one of those functionalities at a time. 

But if you’re not clear on your customer journey, it’s very hard to troubleshoot your business. And even at seven figures, especially at seven figures, we’re troubleshooting more than ever. So don’t ever think that, you know, you need to stop improving your business, or you need to stop fixing.

I don’t really like putting it that way. Cause it sounds like almost a negative experience and it’s not. It’s just all businesses can be improved all the time. And one of the principles we really believe in is that growth is the only option maintenance leads to, to, to death, to death of your business. And this shouldn’t make you feel like you need to have a ton of pressure on your business. 

It should just be the way that you think about it, because the way that the market is continuing to grow and the way, and also through the universal law of, of more life, you know, you can look at it through a universal law lens or you can look at it through the lens of the economy. Growth is the only way that it functions. It’s sort of like its own living entity. You can’t just grow.

I’m thinking of a baby, obviously, cause I just had one. You can’t just feed a baby for a little while and then kick it and hope that like that’s enough. You have to keep feeding it, keep growing it, keep nurturing it, keep teaching it. And it’s the same thing with your business. So because of that, you do need to have a clear understanding of how each part of the customer journey and this funnel functions in your business so that you can continue to grow it. 

So it’s not enough to say, oh, I have an Instagram profile. That’s where people find me. That’s how people like me. And then I sell on that. And that is a huge mistake I see from so many entrepreneurs, especially Instagram people are so stuck on Instagram. And, and I even write about that in the book. Like how, one of the ways I think we got to seven figures is we don’t rely on Instagram.

You know? So, uh, be really clear about how each of them, how all of your marketing strategies fit together. And then, you know, business becomes a lot less stress because if you’re ever having a low income month or you’re ever having a launch that didn’t go well, or you’re ever having sales that aren’t coming through, you can just really clearly look at these three parts of your marketing and think, okay, well where do we need to improve? You know, and, and we do this quarterly, even if it’s not about something being broken, we just think where, which one’s weakest and how can we improve it. So those are the three, uh, sections that the book is divided up into. But before I go into those three sections, I get really crystal clear about some of the ways that we got to the place that we’re at, where these marketing strategies work.

So if you dive right into the book and go into our marketing strategies of, for example, how we fill our mastermind or how we sign one on one clients, it’s important for you to know the foundational work we did in order for these strategies to work. Now, your business doesn’t have to look identical to mine in order for these strategies to work, but it is important to understand why they work. 

So for example, one of the strategies that we have in our, um, for, for high level sales is, uh, has to do with a specific email that we send out. And I, and I share a screenshot of the email that we send in, in the book, but it’s important to understand that I’ve been building my email list for five years and I have paid generously for advertisements to build that email list. There is not a day that goes by that we don’t get at least one subscriber.

Typically we get up to, you know, 10, um, 20 subscribers a day. And that has come from me, investing in my email list over and over, which is why we have now over, you know, we have tens of thousands of people on our email list. Now don’t need to have an audience that big for this email to work, but you do have to be consistent. And you do have to understand that your audience needs to continue growing in order for your strategies to work. So that’s just an example of one of the principles that we come into this with is we’ve consistently build, built an email list. Another thing we’ve done, and I’m just going through the book right now. Literally I have it up as I’m going through this episode and I’m going through still this, um, foundational work before we go into the three pillars.

Another thing we did at the seven figure mark is we diversified our reach, AKA, we got off Instagram. So I make really clear that Instagram is something we use only for the middle section of our funnel. We only use it for nurturing. I do not rely on people to find me on Instagram at the top of the funnel. And I nor do. I rely on people to buy from me off Instagram now both happen, right? Like some people have found me on Instagram and sometimes people buy from me on Instagram, but it is not where I put, I don’t put all my eggs in that basket. I primarily use Instagram as a nurturing tool. I share parts of my life. I do Instagram stories. I share behind the scenes. I share, you know, how like how far I’ve come and, and parts of my journey that have made me successful so that other people can benefit from them.

It is a something that I use as a nurturing and tool. And so it’s really important that you understand where Instagram or whatever tools you’re using fit into your funnel and that you’re not putting all your eggs in your basket, one basket. Okay. Another principle that we use, uh, and is important to understand how we got here is we give a wealth of free value. Uh, and I have been for five years and I go through the different forms of content and I go through the different types of information that we give away for free that work really well, but we don’t just sell. And we also, don’t just post for the sake of posting. We always are thinking about the content that we can give that is value P act, um, and how that can help people, especially with the third part of the funnel, which is getting to trust us, AKA, getting to buy from us.

So in the book you’ll go through, I literally have bullets of, this is a type of free value that we give. Um, this is how it works. This is how we promote it. This is how we make sales from it. So if you’re interested in that, then don’t forget to grab this book. Okay, let’s dive into the three parts of the funnel. So we’re looking now at the top. 

This is, remember getting people to know me. So going from them, having never heard my name to getting them to know my name. And this is also known as the VI part of the funnel, how we can get more visibility. So I cover three main ways in which we did this to get during our seven figure year, the first is paid advertising. So I’m always very transparent about the fact that we use and love Facebook ads.

I don’t understand why anyone wouldn’t be honest at this day and age. It is like, you know, why wouldn’t you want as many people to hear your message as possible? And we have this incredible targeted form of advertising, um, in order to do that, yes, you have to spend money, but that’s how business works. So the main way we did this, the main way we got visible was with paid advertising. What did we run ads to, to our opt-ins our webinars to live streams. I did. And to my podcast, more on those in a second. Um, and I give the specifics of the type of ads that those are how to use Facebook ads within your, uh, visibility efforts. All of that is in the book and how much we spend on it, et cetera. But the first thing to know is the visibility part of the funnel is mainly E through paid ads.

The second thing that is in the visibility part of the funnel is Pinterest and SEO. So we use Pinterest for people to go from not knowing who we are to finding us on Pinterest. We also have used SEO on our website to optimize it. So people go from not knowing who we are to being able to Google us. Now, I have not actually published a blog post on my website in probably three years. 

We do publish weekly podcast episodes on my website, which we’re able to pin in which we optimize for SEO. Uh, but it’s really not about how much you blog. It’s about having a few pieces of content that you allow people to organically find while searching for you. So this could even be just a landing page to your opt-in. It doesn’t have to mean that you have a blog post, but it does mean that you need to have pins or SEO or both set up to drive organic traffic to that landing page.

Now, I hope that this, let me just pause. I hope that this is an overwhelming to you as a listener. If you can pull out one thing from the visibility piece, I’m gonna share three, I’ve already shared one paid advertising. The second is Pinterest and SEO, and I’m gonna share a third. If you can just pull out one, it will be helpful. Uh, you don’t do every single thing that we do. I just wanna pull back the curtain so you can decide which one looks best for you. The third part of the visibility funnel is our podcast. This very podcast that you’re listening to brings in new audiences. And I list the different ways in which we use marketing to get the podcast in front of viewers that have never heard of us, that don’t even who I am and get them to start listening.

So the podcast is also a visibility feature. So to recap, the top of our funnel, getting people to know me and AKA the visibility piece is done through paid advertising, Pinterest and SEO, and our podcast. Moving on to marketing funnel part two, how we get people to like us. This is about nurturing. This is about getting people to stick around after they’ve gotten to know us. So we have a few different ways in which we do this. 

The first way we nurture people is we send a but load of emails to our email list. If you are on my email list, you’ve probably received an email within the last four, eight hours from me because I send emails so frequently and I have done so consistently over the past five years now, it’s very easy to trick yourself into thinking that because of the rise of social media and TikTok and clubhouse, which by the way, no one even cares about anymore.

Remember what a big deal it was. And now no one cares that email marketing is archaic and maybe even dead. And I wanna just quote something from STTA, which is like a statistic platform statistics platform. Obviously that said with 51% of consumers in the us preferring to be reached by brands through this medium email continues to defy its predicted demise. In other words, people may spend more time scrolling through Instagram or TikTok than they do rolling through their inbox. But when it comes to looking at brands, being approached by brands, and most importantly, buying from brands, email is still king. So don’t be fooled into thinking that email is going anywhere for the past 20 years. People have been saying that it is on its decline and it has never been true. Uh, and the majority of our sales calls are booked over email. So email is our most effective form of nurturing.

The second tool we use in our nurturing bucket is we post on social media. Uh, I have an Instagram and a Facebook profile, and I share the GS that we use on what we post on both, uh, in the book. Um, I have tried other social media platforms over the years. I’ve tried Twitter, I’ve tried YouTube. Uh, I tried stumble upon shout out if you remember that stumble upon actually probably would be a pretty smart one because it’s more of like a search engine than a social media platform, but I haven’t stuck with it. And, um, I and learned over the years that it is smarter to stick to two, uh, platforms or three, if you can handle it that you can do really well rather than trying to do several of them. So I liked Instagram and Facebook the best. I also thought they worked the best.

And I also, uh, liked the, you know, I could kind of connect it with the ads that I did on Instagram and Facebook. So those are the two that I stick with and we go through what we post on those to nurture our audience in the book. The third form of nurturing that we use is this podcast. So this is a good example of something that is used both as a visibility mechanism and a nurturing mechanism. It is used in both of the buckets, but they even that even within each bucket, there’s a different strategy. So there’s things we do to the podcast to get people to know us. And then the content I create on the podcast and how we market it as well, uh, is also meant to get people to trust us. So it is for, we have specific strategies that are different for how we use the podcast in visibility versus how we use it in nurturing.

But the podcast is one of my favorite ways to get to know you guys and to connect with you guys. I always talk very casually. I liked it to be like, you know, a coffee conversation or, or just something casual, um, very transparent on it. It is where I share the most about my business and my life and things like that. So it is a big nurturing tool for me. I’m a huge fan of it. I hope you guys enjoy it too. So the podcast has been a really fun way for people to continue to get to know us. And then the final strategy I cover in quite a bit of depth, actually, the most depth on in this book is how we use the power of live streams. So I cover four different types of live streams that we use as nurturing tools. And then I also in depth talk about how we promote them in order to make sure people actually watch them.

It’s not enough to do a live stream and then wonder why it doesn’t do anything. If no one is actually watching your live stream, if no one is coming to it, if no one knows a about it, et cetera. So there’s two main strategies we use to make sure that our audience sees our live streams. And I cover both in detail in the book. So to recap, the second part of the marketing funnel, it is the how we get people to know us peace. And it is all about how we nurture our audience. There’s four main ways in which we do this. We use email marketing. We post on social media, we have a podcast and we use live streams and I go into the strategy of all of them within our book. All right. The third piece is the juicy one, probably why you’re here.

how we get people to trust us, AKA, how we get people to buy from us. So how do we turn people that have now gotten to know us and how they have now gotten to like us into their being, um, them being our clients and actually pulling out their credit card, trusting us and buying from us. There are two sections of this book. One covers all the ways in which we cover. We sell high ticket offerings.

That includes our one-on-one coaching packages, our high level masterminds and V I P days slash intensives that I do. And then the second is how we do launches for our group programs, which very different strategies. So you’ll go through everything we do to sell high ticket offerings, and then everything we do in our launches specifically, I give a lot of behind the scenes of our, of our launch of scalier side hustle, my signature program, which we’ve launched several times.

Um, and I go through, you know, everything from the calendar to, uh, the strategy you behind it, et cetera. Um, so that is what is in that trust piece and the buying from us piece. And a lot of the strategies are things you might have already heard of, but I get very detailed in why they work so well for us. So, um, thinking differently about how to offer a free sales call and how you can make that really enticing. So people actually take it and actually buy on it, um, how to sell through live streams, high ticket, et cetera. So the, that is the outline of this book and that is the outline of our marketing strategies. Those are all the things we did, uh, during our seven figure year to get to place. Um, they’re all things we’re probably going to continue to do in some capacity.

I’m always testing new things and trying new things. But yeah, at the end of the day, none of this is probably things you haven’t heard of. None of this is probably shocking. It’s not about having, I don’t really think that marketing strategies need to be that complicated or complex or unique. I think, think that they’re all relatively simple and similar, it’s just a matter of making sure that it’s the right marketing strategy for your goal. And that’s what I think is so valuable about this book is I show very specifically how these different strategies helped us get to seven figures and why they work so well. And as a bonus at the end of the book, we talk about how to trouble to your strategies. So if you take something from this book and use it and it doesn’t work the same way for you as it does for us, there’s obviously a reason for that.

And I can help you identify what might be missing because I’ve been there too. All of these things are things I’ve tested and all of these things are probably the results of different things that have failed over time. So we wanna help you see how you can identify what might be standing in the way of these things working. And that’s another really important part of this book is helping you see how you can make sure that these seemingly simple strategies are actually functioning because otherwise it gets really frustrating. You wonder why things aren’t working for you, why they seem to work for other people, why you’re doing what you’re told, and that’s not how working, there’s nothing wrong with you. There’s also probably nothing wrong with your business. It might just need to be looked at from a different perspective. So I hope that you guys found this helpful.

I hope that it was, um, juicy to hear exactly what we do. Um, and I hope you love this book again, it’s only $47 this week. It will go up to 67 at the end of the week. Um, even at 67, it’s a total steal considering I include screenshots. I include examples. I include, you know, the total outline of, of exactly what we do. 

Even one page of it, I think would be worth the money. And it’s obviously a lot longer than that. So I hope you guys like this. I hope it inspires you and brings you clarity as you move into the new year and your next income goal. And if you have any questions, you can always reach out to us at help, dravet.com, sending you so much love and very warm wishes through the holidays and the new year. And here is to your next level income through marketing, lots of love.

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