Grab the freebie for this episode here! >>> The Brand Voice Guide Outline You Wish You Had Sooner

If you want to develop your brand voice, here’s where you should start 

When people think of a brand, they often think of what they look like visually – from its logo to its color palette. 

But one often overlooked (and equally important) aspect to a business’s brand is its voice. Your brand voice is your brand’s unique personality -- what you sound like to the rest of the world -- and it’s oh-so important when it comes to standing out from the crowd.

One way to figure out if you have a well-established brand voice is by asking yourself, “If my logo or visual branding didn’t appear alongside my content, would people even know it's me or my company?”

Be honest! If the answer is no, then you might need to spend some time developing your brand voice.

Once you’ve really honed in on how you want to sound to your audience, you can create a brand voice guide – which will serve as your guiding star when it comes to all things content creation. 

In fact, my brand voice guide has been a crucial part of how I’ve been able to have my team, and various contractors, write content that sounds like I could have written it myself.

In this episode, I’m diving into what I include in my own brand voice guide, along with exercises you can do to hone in and perfect your own. You’ll learn: 

• Why your voice is such an important piece of your brand
• What I include in my brand voice guide, plus a few examples
• Exercises to help you develop your own brand voice
• Examples of companies that have a well-developed brand voice

Plus much, much more! I promise this episode is a great listen for any business owner looking to polish their branding, whether you’re just getting started or have been in the game for a while. 

Here’s a glance at this episode...

• [01:39] Your brand voice should be consistent throughout all of your communication. 
• [08:35] Get an NDA signed before sharing your brand voice guide with employees or contractors. 
• [09:46] The first section should be an introduction to your business and the value you offer. This is also known as a mission or brand statement. 
• [11:37] The next section is an overview of your audience, or ideal customer Avatar. Include 5 to 10 bullet points from demographics to desires and fears.
• [13:16] The next section is your brand values. Brand values help you frame your brand story in a way that resonates with your target audience.
• [15:53] The next section is your biography. It's important that you determine how you want people to talk about you.
• [18:09] The next section is your brand personality. This is how you want to sound to your audience. 
• [25:52] You can also include a section on your tone, or the overall attitude and mood that you create in your communication. 
• [30:07] You can use the “this but never that” formula to describe your tone.
• [33:14] The final section is essential content. Grab some A+ examples of your own content that can be used as a reference.

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How I’ve completely ignored these 4 pieces of popular business advice and still found success

Have you ever been given a piece of business advice that makes you roll your eyes? 

I know I have. In fact, there are four pieces of advice that I’ve heard on repeat over the years that I believe can be more detrimental than helpful -- especially if you’re first getting started in business. 

The thing is, this is really popular business advice. You see it all over Facebook and Instagram, it’s published in business media outlets, and I can’t even tell you how many times I’ve heard a successful entrepreneur say it Live from stage, or while presenting a webinar. 

Sure, I’ll bet it’s been helpful for some people. But for me, it’s been more discouraging than motivating. 

And because this advice is so mainstream (cough cough, played out), it’s made me feel like following it is the only way to be successful in business – and I’m here to tell you that it’s not.

So, sweet friend, in this episode, I’m flipping the script -- and it’s my hope that if this advice has left a salty taste in your mouth, like it has mine, you might be able to gain a new perspective. 

Here’s a glance at this episode...

• [05:18] As entrepreneurs, we receive a lot of advice. I'm going to talk about advice that I'm sick and tired of hearing. 
• [06:45] #1: Follow your passion. This does more harm than good. For most of us, following your passion isn't reality. 
• [09:10] #2: If you want to be successful, you have to constantly be learning. Consuming a ton of content without taking dedicated action isn't going to get you anywhere. 
• [10:40] #3: In order to succeed you have to hustle. Sacrificing everything that’s important to you is a recipe for burnout. 
• [14:02] #4: You've got to be fearless. We should listen to rational fears that are wired into our brains to protect us.

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The 6-step framework that grew Donald Miller’s small business to a 15 million dollar operation

Have you ever thought about growing your business, but then stopped dead in your tracks because you have absolutely no idea where to start?

I get it, sweet friend – the thought of accelerating your business growth sure does sound nice, but it’s hard to take that first step, especially when you don’t have a proven framework to follow. 

But here’s the good news. There are proven frameworks out there that can help you optimize your small business for revenue and profit.

And that’s why I invited Donald Miller to the show. Don is a business educator and author (among many other things) who scaled his four person business to a 15 million dollar operation by following a simple six-step plan. 

Talk about some serious growth! 

He’s going to break down his six-step framework (that anyone can use, no matter where you are in your entrepreneurial journey) -- along with the biggest lessons he learned along the way. 

Don is no stranger to the show, and it’s because I have the utmost respect and admiration for him as a person, and a business owner. 

I hope you enjoy this conversation and learn as much as I did!

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99% of entrepreneurship is having to ‘figure things out’ – here’s the process I use when I don’t know where to start

I don’t know if anyone has ever told you this, but 99% of entrepreneurship is figuring things out when you have no idea what to do. 

That’s not an exact statistic, but you get the point. 

I can’t tell you how many times I've set a goal without having the slightest clue on the first step to take. And I’m talking about big goals – like writing a book, and adding an entire sales department to my team.

For me, having to get a little scrappy in order to figure something out is one of the most exciting parts of being an entrepreneur. I like being resourceful, I like learning new things, and I also get a ton of satisfaction out of creating something from nothing.

But the thing is, the fact that ‘figuring it out’ is exciting and not overwhelming to me is because I have a very specific mindset I adopt when I’m facing a new challenge. 

And in this episode, I’m going to share what that mindset is. You’ll also hear:

• Why being resourceful is the key to figuring anything out
• How to create an identity around the fact that you’re a resourceful person
• The specific steps I take when I’m clueless on how to accomplish my goals
• The mantra I tell myself when I start to feel overwhelmed

If you’ve ever not done something because you don’t know how to do it, then this episode is for you, sweet friend. So pop in those earpods and give this episode your full attention!

Here’s a glance at this episode...

• [04:38] The first thing to do when you don't know what to do is to create an identity around being a resourceful person. 
• [08:18] Break your goal into small segments or phases. Take small steps and as you complete them move on to the next one. 
• [09:55] If you're not sure how to do something, reach out to someone who has already done it. Then put together a plan and get into action. 
• [13:18] Clarity comes with each step and action creates momentum. 
• [14:24] When you embrace mistakes, that’s when the magic happens. 
• [16:22] Homework: List five things that you've always wanted to do in your business but haven't because you don't know how. 

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Learn to communicate in a way that converts with one of the top virtual selling experts

I’ll be honest – I don’t think selling, or pitching, comes easily to anyone. 

Even if you’re a super confident and likable person, communicating in a way that converts is a skill that most people really need to dedicate time to learning, especially when you’re selling virtually.

Long ago, when I first started hosting webinars, I dreaded the time that I had to start pitching. The last thing I wanted to do was come off as pushy, so I would get a lot of anxiety around promoting my products. 

It’s gotten easier with time, but man-oh-man do I wish this learning curve is something I could have fast-tracked! 

That’s why I invited Colin Boyd to the show. He advises some of the biggest names in the world to confidently offer value and create webinars that convert, and in this episode, he’s spilling his strategies!   

In this episode, Colin shares:

• Why selling is all about helping your audience make a decision
• Tangible ways to become more confident when you sell
• How to successfully pitch without sounding pushy or salesy 
• What a conversion story is and how you can identify yours

… Plus so much more! So if the thought of pitching during your webinar has your stomach in knots, be sure to tune into this episode because it’s packed full of strategies that will help you sell like a pro.

Here’s a glance at this episode...

• [09:42] Colin shares how he got his start. 
• [12:45] Colin discovered that marketing and speaking are fundamental to business.
• [15:02] A webinar that sells is about helping people make a decision as opposed to just gathering more information.
• [19:08] The offer opens the door for your potential customers to enter a transformational space.
• [22:01] There are three levels of certainty within an offer..
• [24:20] Stories are a big part of a webinar. The audience sees their story in a conversion story.
• [27:30] Conversion story framework: 1. Are you like me? 2. Can you lead me? 3. Is there a path I can follow?
• [30:16] Use a conversion story instead of an origin story. Find a moment in your life when you had a transformational moment with what you're offering.
• [34:18] All you need is one irresistible presentation that you can refine and scale to create the business of your dreams.
• [37:41] Sell the experience of your course, not the process of it. Describe the results, not the steps. 
• [41:23] Too much information is one of the biggest mistakes in webinars. Infusion selling is speaking your content in a way that sells your offer. 
• [49:05] Q&As should be prepared. 
• [51:55] When creating a webinar, find 3 or 4 key ideas to share. 
• [55:40] Ask: 1. What beliefs do I need to shift in order for people to make a commitment? 2. What's something valuable I can share? 3. How can I show the vehicle in a really unique and simple way?

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According to Harvard Business Review, there are toxic effects of branding your workplace a “family”

Have you ever worked for a company and part of the internal culture was for team members to call each other ‘family?’

I know I have – and until very recently, I never really put a whole lot of thought into it. To be honest, I always looked at it as something positive, as if being part of the ‘family’ meant that I was valued more.

In my own business, I’m super guilty of calling my team a ‘work family’, and of course, it’s been well-intentioned.

But after reading this really insightful article in the Harvard Business Review, I’m starting to realize the negative effects this might have on someone. 

Not only can it make it more difficult for your team to set healthy boundaries, but it also can make parting ways harder, which is something I’ve experienced firsthand. 

The article brings up a lot of good points – all of which you’ll hear in this episode. Nowadays, I’m trying to figure out how I can make my company feel inclusive, foster a closeness, and set boundaries, without calling us a family.

I’ll raise my hand and be the first one to say that this is something I’m still working on, but it’s a big goal of mine in the coming year. 

Tune in to hear my thoughts, and what I’m doing to shift the focus from “We’re in this together” to “We’re working towards the same goal.”

Here’s a glance at this episode...

• [05:26] I love the idea of my team being my work family. I love us feeling close, having each other's backs, and celebrating each other outside of work.
• [06:23] A family never disconnects from each other. With employees, that should never be the case. 
• [08:23] I used to send messages later than I would like. Now, I pause and schedule the message for the morning. 
• [10:57] Calling your team a family can make it more difficult to set boundaries.
• [13:53] Shift your mentality from a place of ‘we're all in this together’ to ‘we're all working on a similar purpose.’ 
• [15:09] There has been a recalibration of work and many people have been quitting their jobs because they want more out of life.
• [17:24] I want a lot of love in my company, but I also want to set boundaries so people don’t feel like they have to eat, breathe, and live in this company.

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Grab the freebie for this episode by heading here!

There’s a lot that goes into hiring a content support contractor – here’s where to start

If you’re at a point in your business where you could use a little extra help creating content, you should 100% consider hiring a contractor. 

Not only will it allow you to spend more time in your zone of genius, but you can also bring them on for just a few hours or on an as-needed basis, which isn’t an option with a full-time employee. 

Over the years, I’ve relied on skilled content contractors to create content for my audience. Under my (and my team’s) direction, they’ve done everything from writing email copy to producing high-traffic lead magnets, and more!

But here’s the thing. It takes quite a bit of work and lots of communication to bring on a content support contractor and have it work successfully. 

Luckily, I’ve got it boiled down to a fine science – so I know exactly what I’m looking for, where to find that person, and how to onboard them so the relationship is a win/win for everyone involved. 

And that’s what I’m diving into in this episode. You’ll hear:

• Why hiring a contractor over a full-time employee can be more beneficial in the beginning
• The importance of providing lots of support and resources for your contractor
• The best places to find a content support contractor, and how to vet them
• How to onboard contractors and offer constructive feedback

So if you’re thinking about hiring a contractor to help you create content, be sure to tune in – because these strategies will definitely set you in the right direction. 

Here’s a glance at this episode...

• [08:28] Set realistic goals and timelines with contractors, because they will have other clients. Be clear on how many hours you will need them. 
• [11:13] Doing everything yourself will lead to grief and overwhelm. When it's time to scale, you have to believe other people can do it better than you.
• [15:33] Another person can offer a fresh perspective with your content. 
• [16:29] We've found some people on Fiverr, Create & Cultivate, Creative Mornings, and LinkedIn, but referrals are my favorite way to find contractors.  
• [19:23] Ask for samples or a paid project test run. Give them time to ask questions and set a deadline. Assign a task to familiarize them with your content. 
• [23:05] We have an Asana checklist to make sure we have everything we need from our contractors, and that they’re provided with access to what they need.
• [27:00] Agree on how often you'll meet and if it will be virtual or in person. Provide your voice and brand guides up front to avoid extra editing. 
• [30:34] Ask how they prefer to receive feedback and share your feedback style. 
• [39:45] We use Asana to set up projects and tasks for contractors. Include all of the necessary support documents and be as specific as possible. 
• [45:16] Make sure they create their work on your Google drive. You want access to all of your stuff created by them. 
• [48:27] Action steps: Get clear on the hours and budget. Begin your search and onboard with everything I've shared. Give them a project test run.

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How going against conventional business wisdom has served Jen Hatmaker really well

My guest on this episode, Jen Hatmaker, has created something that so many personal brands strive to create – and that’s a highly engaged community that’s in it for the long-haul.

I’m not talking about a community that sticks with you for a couple years. I’m talking about a community that stays with you for decades.

Jen has been an entrepreneur since the early 2000s, and one of the key pieces of her longstanding success as an author, podcaster, and speaker is the band of fiercely loyal women who’ve grown alongside her through the many seasons of life, and business. 

And here’s the thing that’s really interesting. Jen has created her community by not tying herself to a specific niche or platform – which as you probably know, goes against most conventional business wisdom, including my own.

As you’ll hear her say in this interview, “[My community] may not come to me for one specific thing, but they do come to me for all the things” – and that, my friend, is something to be admired. 

This conversation was so much fun, and opened my eyes up to a lot of different perspectives. Tune in to hear: 

• How to create a business that’s truly community-focused
• Why perceiving yourself as a ‘part’ of the community, instead of the leader of it, helps build trust
• Why being relatable and transparent helps you build a loyal audience

… Plus so much more! Jen is highly entertaining, and it’s my hope that you will learn so much from her, just as I have. 

Here’s a glance at this episode...

• [07:28] Jen Hatmaker is a writer, speaker, and podcaster who loves to serve women. 
• [11:53] Jen’s offerings have evolved from books to a podcast, book club, and a course. 
• [16:00] Jen shares what it means to have a community based business. 
• [25:05] Navigating her divorce publicly was very challenging. Instead of pretending it wasn’t happening, she chose to be authentic. 
• [30:34] Life happens. Create a team that can take care of your business when you can't be there. 
• [39:07] If you're lonely, others are too. Be the initiator and make friends with people who may be lonely too. 
• [43:49] Jen took her first solo trip after getting her divorce, which was empowering. She went to Maine for a month and vowed to do a trip each year. 
• [52:07] It's been a joy for Jen to create a business based on real life.

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Toggling between apps negatively impacts your focus – here’s how to minimize it (and still get stuff done)

On any given day, I have a number of apps open on my computer and my phone to help me run my business -- from Asana, to Voxer, to Kajabi where I host my digital courses.

Thank goodness for these platforms, because let’s be real – even just ten years ago, having an online business was much more difficult because this sort of technology just wasn’t available.

And while these applications allow online businesses to run seamlessly, I recently read a study that reported that the average person spends five work weeks – or nine percent of their annual time at work – context switching, a.k.a reorienting themselves after toggling to something new.

That’s a lot of wasted time, and beyond that, constantly having to readjust takes a toll on your ability to focus. 

This article really got me thinking about some different ways that I could minimize context switching in my workday -- and since I’ve put some of them into practice, I’ve noticed that I’m much better able to stay in the zone.

In this episode, I’m sharing the four ways I avoid context switching throughout the day, and how it’s helped me to be more productive.

So close out of all those apps on your phone, pop in your earpods, and get ready to focus on this informative episode.  

Here’s a glance at this episode...

• [03:22] Context switching is going from one application to another. Average users toggle between apps nearly 1,200 times a day.
• [04:41] Context switching increases the brain's production of cortisol.
• [06:31] I plan out my ideal work week and set themes for each work day.
• [07:22] I have guidelines in place for Slack. I don't want my team to have to stop and check the app every time there's a notification.
• [08:11] Look at all the tools you use and how you use them to decide if there's any way you could simplify the process.
• [08:47] The most important thing you can do is give yourself permission to stay focused and in the zone. Setting timers is a great way to do this.
• [10:47] Homework: What do you plan to do in order to reduce context switching? DM @AmyPorterfield with one thing you're going to do in the next 24 hours.

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Simple strategies to build your personal brand, monetize your message, and increase your influence

If you’re first getting started with your personal brand, you’re probably wondering how the heck you’re going to cut through all the noise and position yourself as the go-to leader in your space. 

I get it – the digital world is crowded, and getting to that point can seem pretty overwhelming. But the good news is, it’s more possible to have an influential personal brand today than ever before.

Now, I’ll come right out and say that there’s a lot more that goes into brand-building than having a Tik Tok video go viral. 

Sure, that might get you a few more social media followers in the short-term, but in order to build a brand that will stand the test of time, you need to be much more strategic about it. 

That’s why I invited Rory Vaden to the show – because when it comes to personal branding, he’s the guy you want to listen to. >> Be sure to grab your free brand call with his team here!

Rory is a New York Times bestselling author, Inc. Magazine Top 100 Leadership Speaker, the Co-Founder of Brand Builders Group and the host of the highly rated Influential Personal Brand Podcast. 

In this episode, he’ll share simple brand-building strategies you can implement today, including:

• The greatest secret to growing a highly engaged audience online
• Simple strategies to become a well-established leader in your space 
• The Brand DNA Helix and how you can use it to grow your business
• How to increase your influence and monetize your message

I absolutely loved this conversation with Rory, and learned so much from him. I hope you enjoy it as much as I did. 

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