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Pedaling to Success: A Spin Class Encounter That Revolutionised Leadership Training Marketing

Ever had one of those synchronous moments while doing something completely unrelated to work? 

 

I met Anita Cunningham on a spin bike at the gym. She knew what she was doing – I was a total newbie!

 

She helped me out with how to work the bloomin’ bike so I could start to get my sweat on. I thanked her and went on my merry way at the end of the session. 

 

Later that night we happened to run into each other at the members section of the football! So weird – among 80,000 people I was like “aren’t you that lady from the gym this morning!?”

 

One thing led to another, (well Anita stalked me on facebook) and next minute she was asking for brand and marketing advice!

 

From Spin Bikes to Strategic Branding: An Unexpected Partnership

 

Anita – the face behind a leadership training business that was already well-entrenched with big names like Telstra and Kmart – was successful at her training – but not so much in her marketing efforts!

 

Anita’s digital guy had been focusing on building her local google business listing, and a little bit of google ads. But in the crowded world of leadership training, that’s about as effective as shouting into the wind. So, over a cuppa, Anita picked my brain about how to really make her brand stand out.

 

We rolled up our sleeves and got stuck into her business, looking for gaps and opportunities. It was clear as day that we needed to do more than just fiddle with Google Ads. My plan? To turn Anita into an omnipresent force across platforms like LinkedIn and Facebook, showcasing her unique take on leadership training.

 

You see, Quality Business Services (that’s Anita’s company) had a different approach to leadership training – one that didn’t always mesh with what HR departments thought they needed. We had to bridge that knowledge gap and show potential clients why Anita’s holistic approach was better than the soft skills alternative.

 

Crafting a Holistic Marketing Ecosystem: Beyond Just Lead Generation

 

Over the next 9 months, we crafted a marketing ecosystem that didn’t just attract leads – it educated and nurtured them too. We developed a leadership skills audit as a bite-size opt-in for her website, serving to signal serious interest in her services. We gave her brand a proper makeover, from her website to a snazzy Canva branding system that Anita could use herself.

 

But we didn’t stop there. We designed brochures for her nationwide events, introduced clever QR-coded business cards (leading to a changeable landing page), and developed email sequences that were crucial in shifting perspectives and nurturing potential clients.

 

Recognising that people needed a taste of Anita’s expertise, we introduced smaller, teaser workshops. This gave prospects a chance to see what made Anita’s team special and helped them stand out from the crowd.

 

We built a proper marketing machine – a year’s worth of evergreen social media content, a new website, and a CRM system to keep everything ticking along nicely. We packed her website with SEO-rich blogs and used the personal stories of her trainers to give her brand that authentic, authoritative edge.

 

From Faff to Fab: The Power of Strategic Personal Branding

 

The result? A comprehensive marketing strategy that saved Anita 10-15 hours a week on social media faff, and ensured that when someone needed a leadership trainer, Anita’s brand was the one they remembered.

 

This journey with Anita wasn’t just about fancy marketing tools – it was about telling her story in a way that truly represented what her business was all about. It’s a cracking example of how the right strategy can turn a personal brand into a powerhouse.

 

And for me? It’s a reminder that sometimes, the best business connections happen when you’re sweating it out on a spin bike. Who knew?

 

Remember, if you’re feeling stuck with your marketing, or if your personal brand isn’t quite hitting the mark, don’t be afraid to reach out. Sometimes, all it takes is a fresh pair of eyes and a bit of strategic thinking to amplify your impact and get you the recognition you deserve.

 

Let’s have a chat and see how we can amplify your business.

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Redefining Success: The Moment I Had To Lean In

I have only ever known entrepreneurship. I was born into a family full of people who work for themselves and are fairly happy to take risks. As such, I too ended up working for myself most of my life (except for a 10-year career in TV production – which is kind of like working for yourself).

 

I absolutely knew I was making this choice because I didn’t want to have to fit in. I’m not very good at not being fully self-expressed or wearing a mask. Whilst I have always thought of myself as pretty darn lucky, even courageous, deep down I don’t think it’s entirely true.

 

I am not lucky; I made a choice to avoid environments where I would have to wear a mask.

 

The fact that I have avoided workplaces like this sounds smart, but in fact, in many ways, it has held back my success.

I told myself stories that I wasn’t smart enough to work in corporate, or that I wouldn’t understand the language they talked.

I was SURE that I wouldn’t be able to keep my mouth shut if I didn’t agree with something, not swear, or at the very least would struggle with the pace things move (which is not fast enough for my liking!)

 

So all these ideas I had held me back from believing that the quality of my work could possibly belong in the big mysterious world of corporate!

 

When the Universe Decides to Give You a Nudge (or a Shove)

 

At the start of 2023, I had developed the Impact Alchemy, and had at least 10 women who had worked in corporate before through the program.

 

My dream was to get this program into corporate spaces because I knew that was where this work (of owning your uniqueness to amplify your impact) would have the greatest pay-off. I could make real change there.

 

But my stories were holding me back. My stories about how I talked too much, I wasn’t refined enough, I didn’t know the right vocab…

 

All things that no doubt I was told throughout my life because whatever I was doing didn’t suit someone else at the time!

 

But I held on to the dream, of someday – somehow – I would find a way to fit into the corporate space and be courageous enough to call myself a leadership trainer in the corporate space.

 

With this vision, the universe supported me, and I was nominated in the Future Women member group of over 24,000 women working in organisations, not small business, to do a talk at their 2023 Leadership Summit.

 

It was a 10-minute Lightning Talk.

 

I was freaking out but so proud of myself. I knew this was the start of overcoming this imposter syndrome I had been experiencing.

But the universe really wanted to make sure I wanted it, so I broke my wrist a week earlier. I was still pretty drugged up, unable to use my left arm, but I pushed through the flight, suitcases, dressing myself, using MacGyver-like contraptions to do up my bra!

 

Rocking It with a Broken Wrist: Because Why Not?

 

I got on the stage and absolutely rocked it. Among the incredible company on the stage, most of the speeches were more formal and serious. I knew I wasn’t going to be able to compete with stats and political views, so I claimed my space as an intuitive, unique, entertaining, funny, expressive performer. And I inspired the fuck out of 250 women and men in the room.

That 10 mins made so much of an impression I was interviewed by Sally and Tarang of Future Women the next day on their podcast.

 

I was right. Owning my uniqueness amplified my impact. I stood out like a dog’s dinner in that room.

 

I was also right that by leaning into the discomfort, it was the start of something.

 

Since this interview, I have been asked twice to speak at the Australian Hotels Association (a connection I made in the room in Sydney). I have spoken on uniqueness on at least 3 stages since for local councils, other people’s platforms etc.

 

But I was doing that stuff before the Lightning Talk.

 

What I wasn’t doing, and what I am super excited to be trusted with…

 

From Outsider to Corporate Leadership Trainer

 

I am now officially a leadership trainer – with one of the most unique programs for Corporate women – working with a pioneering energy company in Victoria, to take 15 of their leaders through the Impact Alchemy. With the view to do another 35 in the new year!

 

OWN YOUR UNIQUENESS. AMPLIFY YOUR IMPACT.

 

The. end.

 

 

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How a Unique Pilates Vision Elevated Kim Out of Competition & Into Magic!

Right, let’s chat about Kim McKinnon and her Pilates studio, Think Pilates. It’s a brilliant example of how a personal brand strategist can help transform a business.

 

Nestled in Albury-Wodonga, Think Pilates isn’t your run-of-the-mill fitness centre. It’s a boutique studio offering a unique blend of mat classes, equipment sessions, and studio mat thank-you classes. But the real story here is how Kim turned this wellness haven into a thriving business that truly reflects her unique contribution.

 

It all started with a strategy day that was anything but conventional. Armed with sticky notes and a window, we set out to uncover the essence of Think Pilates. Through a series of thought-provoking questions, we began to weave together a teaching framework that would become the backbone of Kim’s marketing strategy.

 

This session was transformative, to say the least. We delved deep into what makes Think Pilates special, exploring both the tangible benefits and the soulful experience it provides. It was about expert positioning and crafting a personal brand for coaches that truly resonates.

 

Kim’s realisation that her business needed to reflect her unique magic was a turning point. In a market full of competitors, the goal wasn’t to compete but to carve out a niche where Think Pilates could shine authentically. This is where the concept of impact alchemy for coaches really came into play.

 

The strategy day helped Kim see her business not as a separate entity, but as an extension of herself. It was about aligning her passion with her business goals, creating a powerful consultant marketing strategy.

 

One of the most significant outcomes was the creation of an educational framework for Pilates, setting Think Pilates apart. It wasn’t about being better than others, but about recognising and leveraging her unique value. This is the essence of thought leadership for consultants.

 

This shift in perspective was monumental. Kim’s clients began to understand the value she offered, and word-of-mouth became a powerful tool. Her clarity of messaging meant that her clients could now advocate for her services with confidence.

 

Kim and I then kicked off on a digital transformation, crafting an entire educational Pilates process complete with visual aids and a revamped website. This is where the importance of digital presence for consultants really shone through.

 

Looking ahead, Kim is set to authentically occupy her space in the wellness industry, shining a light on her unique approach to Pilates. It’s a testament to the power of authentic marketing for experts.

 

Kim’s journey is a brilliant example of how personal brand strategy, combined with expert positioning and authentic marketing, can transform a business. It’s about finding your unique voice, crafting a compelling narrative, and creating a brand that truly resonates with your ideal clients.

 

If you feel like your professional service business could do with a reposition, and branding upgrade book in for a call and I will give you a bespoke strategy over the phone. If it feels like a fit we can do it together…otherwise it’s all yours to do with as you wish!

 

Kath x

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How To Elevate Your Consultancy Profile by Crafting a Powerful Position Statement

Are you feeling the tug of ambition, dreaming of transitioning from the security of full-time work to the exhilarating realm of consultancy in your SME field? 

Or perhaps you’re yearning to raise your profile, standing out as an authority in your industry? 

As the humdrum of full-time work whispers a yearning for something more, the prospect of consultancy shimmers on the horizon. 

That’s great. 

So how do you get yourself out there? 

How do you start fine-tuning what you do? 

What is a Position Statement?

Picture this – you’re at a networking event, and someone asks you what you do. Do you have an answer that goes beyond the surface? Crafting a positioning statement is not just about creating a tagline; it’s about expressing YOU. Your brand’s heartbeat.

A powerful position statement captures who you are, what you offer, and why it’s irresistible. It’s not just a marketing spiel; it’s the essence of your brand woven into a few impactful sentences.

Where to start?

Before we dive into crafting your perfect position statement, let’s tap into your unique story – the experiences, passions, and perspectives that define you. This isn’t just about consultancy; it’s about illuminating the essence of who you are. If you’ve worked with me before, you’d have heard of my Origin Story Technique or my Impact Alchemy. It’s where personal brand meets strategy. Together we’ll draw out your unique story,  a narrative that resonates with authenticity, setting the stage for your consultancy brand.

Who do I start with? 

To capture your perfect audience you need to speak to them directly. Picture your ideal client. What challenges do they face? How can your consultancy alleviate their pain points? Your position statement should be tailored to resonate with their exact needs.

How do I solve their problem?

To shine the light on why you’re the solution to their problems, you need to understand exactly how you solve them. Begin by narrowing down your expertise. What makes you stand out in your SME field? What’s your competitive advantage? What makes you, you? And how does that answer their pain point? Identify what makes you unique and see your true value. Be seen and understood for who you truly are.

When do I own it? 

When you understand your value. Your unique value is in the way you  articulate your legacy, bigger mission, or purpose. When you embody what it feels like to be a leader on your own terms – in your own skin; in your own words; and derived from your own greatness. If you need help with this, I created Sprint Offerings – a blend of done-with-you and done-for-you services to kick start you embodying your true self. 

How to refine it?

After you’ve delved deep and unearth and articulate your unique contribution, rework it until it’s short, impactful, and to the point. Aim for one to three sentences or phrases; clarity resonates better than complexity.

Here’s some short, snappy examples that stick: 

  • We solve business problems by looking at your humans first (HR company)
  • I empower companies to integrate sustainable holistic healthcare frameworks by commercialising the outcomes. (Medical SME Consultant for Cruise Companies)
  • I give women the tools to liberate themselves into money freedom, and build a financial legacy. (Financial Liberation Coach).

Conclusion:

 A powerful position statement isn’t truly powerful until you’ve truly stepped into it. Go out and live it. Show up more. Do more. Be more impactful. 

If you need help, let’s work together using my unique Impact Alchemy process. With proven results my process uncovers your unique contribution as a an expansive living leader. Step out of the vicious cycle of self-doubt and personal development, and step into your uniqueness.

Are you ready to build a work-life around your life’s work? Let’s go.

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Grow Your Audience with an Evergreen Social Media Content System

Struggling to consistently share engaging content on social media? So many of my clients are spending upward of 15hrs a week tending to their socials garden! 

LinkedIn or Instagram is slowly sucking their time and inspiring energy, and all they’re hearing is crickets!

But you don’t have to do content creation EVERY day. I mean if you love it – go for it, but I think most of my clients prefer to be making the ACTUAL impact they’re here to make! 

Let’s check out how an evergreen content creation system can effortlessly grow and nurture your audience. (The bonus of building a creative evergreen system is that your campaigns become SOOO much more effective!)

The key is having content mapped to every stage of your audience’s journey:

  1. Attract their attention with value. Develop blogs, guides, or videos that provide solutions to questions your audience has. Sounds obvious – but I can hear you saying ‘where do I start?’ (head to my Signature Framework sprint to find out about unpacking your thought leadership!)
  2. Build relationships and trust. Share personality-driven content like behind-the-scenes and customer success stories. (I have a great case study builder – book a call and we can chat about it)
  3. Generate engagement with polls, questions, and conversations. Respond consistently.
  4. Promote your offers. Highlight program details, enrolment deadlines, and special promotions.
  5. Guide new followers. Welcome and onboard them by sharing your best introductory content.
  6. Develop many variations of each content type mapped to audience needs.
  7. Store and schedule these evergreen content variations to autopost consistently. But not just on your socials – think CRM too! (If you need a new all-in-one CRM solution for coaches and consultants check out Amplify)

Having a bank of optimised evergreen content allows you to confidently build engaged audiences 24/7 without starting at a blank page each day. Automate posting so you can focus on high-impact activities like connecting one-on-one. Consistent value drives growth.

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Boost Website Conversions with a Strategic Website Design for Consultants & Coaches

Want more coaching clients to convert after visiting your website? Got a high bounce rate. Google (and other search engines) LOVE your website when people want to stick around on it! So creating a site that is SEO friendly, loaded with great content is absolutely KEY in getting found in search engines!

Learn how to create a high-converting website tailored specifically to attract and engage your ideal clients.

Optimizing your website starts with understanding your niche clients’ journey:

  1. Identify your client avatar. Determine your ideal client’s demographics, worldview, goals and challenges. Your content targets their needs.
  2. Map their journey. Outline the typical path and questions your niche client has when researching coaches. Design page content accordingly.
  3. Lead with your transformation. Prominently feature the tangible outcome clients get from your consulting or coaching. Include proof through testimonials.
  4. Communicate your niche clearly. Use targeted language focussed on your specialty and the specific problems you solve for your niche.
  5. Guide visitors to convert. Use calls-to-action, lead flows, and forms to capture contacts and guide prospects to sales conversations.
  6. Feature your personality. Share your origin story, values, and pictures of yourself. Humanise your website to build familiarity and trust.
  7. Optimise technical elements. Speed up load times, enhance SEO rankings, and create a mobile-friendly experience.

With strategic conversion-focused design tailored to your niche, your website can become an impactful experience for your visitors, not to mention a client nurturing machine! 

The key is to clarify your difference, and guide visitors on a journey through your content.  Accelerate your impact by capturing more leads with a beautiful website.

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How to Build Professional Credibility for Coaches, Consultants or SMEs Through Strategic Personal Branding

Do potential clients have trouble seeing you as a credible coach, consultant or Subject Matter Expert? 

This article explores how to develop a strong personal brand that builds trust and attracts your ideal clients.

Crafting an impressive brand starts with getting clarity on who you are and what is your competitive difference:

  1. Identify your niche. Get ultra clear on the specific problem you solve and audience you serve. Your brand must appeal directly to this niche. Think psychographics not just demographics!
  2. Define your key transformation. Boil down the core result clients get from your coaching into a simple compelling ultimate promise statement. You might have multiple promises, but there is a way to package many ideas into one core message (check out the Impact Alchemy).
  3. Unearth your origin story. Outline your background and life journey to show what shaped your expertise, gifts, strengths and purpose. Storytelling builds rapport and buy in!
  4. Determine your ideal visual identity. Work with a visual branding agency to select colours, fonts, and imagery that reflect your authentic personality but still resonates with your niche clients.
  5. Develop polished brand assets. Your ideal clients are being trained in what to expect visually from every company they shop with – think Zomp, Witchery, Canva, Scratch pet Food, just as afew examples of beautiful brands. If you want to attract your high value clients your visual identity needs to meet them where they’re at with  pro graphics for your logo, website, social media, and marketing materials. Align your look and feel.
  6. Show your personality in your messaging. Infuse your communications with your authentic human voice, inspiring passion, and humour that makes you relatable. Avoid corporate jargon.Nust be yourself – but nice like!
  7. Spotlight client success stories. Gather testimonials from ideal clients who’ve achieved incredible transformations through your consulting. Build trust by showing people who have the same problems and the path they walked to the solution.

With clarity on your niche, offer, story, and visual identity, you can develop a strong personal brand as a coach, consultant or SME. A polished, targeted brand attracts your perfect clients, allowing you to confidently embody and amplify your impact. Nothing like seeing yourself looking killer on your own website, to make you say “dammmn I do know what i’m talking about don’t I!?”

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Establish Yourself as a Thought Leader with Leadership Training

Are you an expert in your field but aren’t sure how to stand out as a thought leader? 

This post looks at how high-level leadership training can help coaches, consultants and Subject Matter Experts (SME) establish strong personal brands and amplify their impact.

Becoming recognized as a thought leader starts with packaging your expertise into a proven leadership framework. 

Follow these steps:

  1. Identify your Zone of Genius or Unique Contribution. What perspectives, methods, or innovations do you have that others lack? (Having super clarity on what your ideal clients have tried before to solve their problems will help with this!) Get ultra clear on your core message.
  2. Systematize your approach. Synthesise your tactics into a step-by-step leadership training program or a signature framework. Outline your methodology and sequence. Have a visual sales framework to articulate and communicate your value.
  3. Invest in powerful branding. Develop a professional brand identity that instills confidence in your expertise. Match the quality of your image to your price point.
  4. Perfect your positioning. Differentiate yourself from the competition by promoting the specific transformations clients achieve through your leadership training or signature framework.
  5. Create authoritative content. Regularly share blogs, videos, social content and talks centred around your expertise. Provide value and showcase your thought leadership.
  6. Leverage speaking opportunities. Establish credibility through speaking engagements and podcast interviews focused on your niche. Highlight client success stories.
  7. Promote your program or framework. If you’re a coach, run offers, launch sequences, and events to sell your leadership training. If you’re a SME or consultant – develop a strong LinkedIn Reach out strategy to consistently build connections. Enrol initial clients, gather testimonials, and refine based on feedback.

With persistence and consistency, you can cement your status as an industry thought leader and amplify your impact. When you own your expertise, you gain the power to influence change and build a purposeful business, and build a work life around your life’s work!

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Uncover Your Purpose and Share It Through Purposeful Life Coaching

Do you feel a calling to help others live more purposeful lives but aren’t sure how to turn it into a coaching business? This post explores how you can uncover your own purpose and share it through purpose-led life coaching to amplify your impact.

Finding your true purpose and turning it into a fulfilling career as a coach takes self-exploration, courage, and the right framework.

Here are the key steps:

  1. Look inward to identify your core gifts and passions. What talents or wisdom do you have to share? What social causes or people speak to your heart? Meditation and mindfulness can provide clarity.
  2. Analyze your previous work and life experiences. What themes run through the work you love? What frustrations have you experienced? Your ideal coaching focus likely aligns with the times you’ve felt most engaged and alive.
  3. Clarify how your gifts can help others. How can your talents and experiences transform others’ lives? Lean into this exciting ripple effect you can have through coaching. You might like to listen to me talk about this more on my State of Influence training.
  4. Systematize your approach into programs. Use proven frameworks to synthesize your methods and philosophies into packaged offerings. Test and refine these programs.
  5. Name your niche. Articulate your specific coaching specialty so ideal clients understand and connect with your purpose. Get clear on the transformation you provide.
  6. Boldly share your message. Build your authority and credibility in your niche through blogging, social media, and networking. Deliver talks and offers centred around your purpose to amplify your impact.

Following this pathway, you can build a thriving purpose-led coaching practice sharing your unique gift with the world. You have clarity to offer; now is the time to embrace the edge and step into your purpose.

If you need help unearthing your key point of difference, unique contribution to coaching, or how to package your key messaging, take a look at the Impact Alchemy.

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“The Download” – Future Women Member-Only Interview with Sally Spicer & Tarang Chawla

After a whirlwind 2 days in Sydney at the Future Women Leadership Summit I was invited to “The Download” –  a Future Women Membership Podcast to reflect on the success of the Summit, its speakers, and the message of “Accelerate”. 

As it turns out there was more than one Kath speaking at the conference which meant that to differentiate me from the other Kaths, I became “Lightning Kath”.

Watch ‘The Download’ for the funny story that Sally Spicer tells about the evolution of my new nickname. 

 It was a pleasure to speak to Sally and Tarang Chawla and would happily do it again anytime!

 Take a watch…

 

 

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