This episode is about just being yourself and being authentic in marketing with Natasha Berta
MW: Hi Natasha. So great to see you and thanks for being here on the podcast today.
NB: Hello, it’s lovely to be here, we’re so smiley. If you’re listening on the podcast, you’re not going to see our gigantic smiles of happiness to see each other but if you’re watching the YouTube version of this clip then you might.
MW: Now, I just love chatting to you and I think a lot of people listening to this would have heard our last session. But can you just introduce yourself just in case there’s a new listener that doesn’t know how awesome you are.
In this episode, I’ll talk about
* How people think and handle their marketing
NB: Oh yes. I have a little tiny marketing agency called Connected Marketing which I’ve just branched into having a team in the last couple of years and it finally just felt weird to not just be called Natasha Berta anymore because I was saying I was doing things but actually just was helping so that’s exciting. And I would say that I mostly focus on our online presence. And so by that, I mean your website or your social media or however it is that you connect with your audience and also growing your audience and I love doing that with Facebook ads. Jess helps with things that people don’t want to do like turning their blog in 250 million social media posts and spreading them all around the universe.
And what else do I mean? I love email marketing. I love all the tech of marketing I would say, mmm, that’s the bit you all hate. That’s why I’ll get you guys and your team to do my stuff.
MW: Yes, I hate all that stuff.
NB: A lot of people do not like it and no wonder because it’s like minutiae and you just want to get on and do your work, like your zone of Genius stuff.
MW: Right. And I guess anyone listening to this podcast is going to be like me and think I’ve got to create posts and what a drag. So I make sure I put your details in the show notes.
And so, we are going to get a bit ranty today, right?
NB: Probably we’re going to talk about that old, imposter syndrome, that all that old judging yourself, comparing yourself to other people and say “well, why do you think you have to be like everybody else out there?”
What’s your first thought when you hear that, if you don’t have a strategy, you’re going to be like a little boat in a big sea just getting tossed around. You know, like the times that I get that, I imposter syndrome, like “what should do – this or that is” when I don’t have a proper plan and then I’m very vulnerable to, you know, marketing of people trying to sell me things or I’m taking advice from multiple people and just getting really confused and I would say it’s so important.
It doesn’t mean you have to do what I say or you have to do what Mel says, or you have to do what any big-name person says. It’s just that you should choose one and just give it a red-hot go for, probably at least three months, maybe 12 and that when I have a strategy, I feel so impenetrable.
I see people’s marketing and I’m like, it’s like an Iron Man suit or something. Like I just, it just washes off me and I don’t feel any compulsion to leap at it. I might look at what they’re saying and be interested but it’s so easy for me to resist because this my plan is to create a bunch of small courses and to leverage my business through selling courses on a one-to-many level. So I’m trying a different kind of leverage. I’ve tried a few different things and this is my year of making little courses and selling them one-to-many.
So because I know that that’s my strategic move for this year, there have been a couple of funny things. Like I saw the Big Shiny tender for the $5,000 website or $15,000 pitch to someone and I start with her for a few days and I just thought, actually no – I’m doing this course thing, if I start bridging out and getting distracted I’ll go off course.
And then my, my strategic plan hasn’t gone as well because I diluted my attention. So, I feel really excited that this year, I’ve got a fantastic strategy that I’m in love with, I’m fully committed to, and yeah, I’m undiluted.
MW: Funnily enough, that’s my strategy for this year.
NB: I think it depends on what stage of business you’re at. So, I think it’s helpful to build up one-on-one clients first.
MW: Absolutely with one-on-one first.
NB: And then once you’re fully booked this, an obvious next step is to scale and grow.
MW: And I think the other thing too, is that it’s easy to get wrapped up in somebody else’s success. But you also have to look at your own things. Like I see so many people go “I need to have a Facebook group and I need to be in there every day and I need to learn how to do that.” But if you hate Facebook, you’re going to hate showing up for work every day and it’s like, why do you have to be like everyone else? Why can’t you just do it your way? Like for me I’ve figured out what I like to do is podcast and turn that into a Blog and have your team, put it out there on social media as snippets on Facebook, LinkedIn and Instagram. So that’s what I do. And I lead people to an information session or a free call.
I’ve stopped doing my email newsletter list which some people might say, oh, that’s terrible, but I’m doing it my way and I’m going to roll with it for the next 12 months and see what happens.
NB: I’ve just posted about this last week on social media as well, especially for people who either have another job and then their coaching or consulting little baby business is sort of a side thing or if you’re a mother and any kind of business of your side thing, you can’t follow certain people on social media because they don’t have kids or they don’t have a side hustle, they have 40 to 60 hours a week to dedicate to their business baby and you simply cannot achieve. What they can achieve in half the time with this psycho-emotional pressure of this other thing like for parenting.
It’s very intense having other people in your life and if you have another business then you’ve got or, you know, or a job, you’ve got all those people take your energy as well. So it’s just noticing what’s your energy resource of time or money and making smart choices with that and just turning some people off like you just have to choose not to follow certain people.
Now, when I think certain people, I just scroll past. I’m like, I like you. I love you. I dig what you’re doing but you cannot serve me right now. It’s going to mess me up if I try and take your advice.
MW: So that’s a really important point that you’ve kind of touched on a couple of times now is that you’re clear on what you’re doing. And you’ve got to keep that front of mind and let that guide your decisions as in, “No, I’m going out of my lane if I follow that person know I’ve got a switch that off. No, I got to stay focused on what I can do.
NB: And I think a key piece that backs that is the business Vision which I know you are so good at covering like I’m really clear about what kind of business I want. What kind of days I want? How sustainable? I want my business life to be?
Two years ago when I would do business Vision, it would be really vague and I just didn’t get it, but I guess after a long enough in business, you have enough days where you’re cracking your own whip, you’re not eating, you’re not exercising, your burning yourself out that you come to a point where you’re like oh that’s my vision for my business is actually to feel good to eat well too, rest myself and for it to be sustainable.
And something that I actually want to even do next year.
MW: That’s such a good point and you know, you wonder why do people fall in the hole? When you create a vision at first and you’re not familiar with meeting your own needs, even like health and wellness coaches, who know this stuff, still do it, right. But they’re comparing themselves with people who’ve got a 10-year established track record in business and they go “I’ll never be that person.”
But it’s like any other part of health and wellness. It’s like somebody who wishes they could lose 30 kilo and they’re comparing themselves with a size 8 person or somebody that says, oh, I wish I was fit as that marathon runner. They’re just looking at the end result after hours and hours and hours of persistence and hard work.
And I think that’s that important part of the vision is to say, maybe I aspire to that but what I want to achieve now, and what I need to do to get there, what a my strengths like, you can definitely learn by the way, somebody else does something but you don’t have to follow their exact process to the letter and like in health and wellness coaching, we say, oh there’s no cookie cutter approach.
And yet when it comes to marketing and business, everyone wants to follow a cookie cutter approach, it’s so funny.
NB: Well, that makes me think of that like weight loss as a metaphor. It’s like everybody has a different Constitution. Like I’m only five six but I weigh 85 kilos. I’m not that fat honestly at the BMI just the nightmare for me. But even if I lost 30 kilos, I would still just look like I would, I would still just look a lot like this, you know, like maybe my tummy and my bum would be slimmer. My face would be a tiny bit slimmer and I’m just never going to be a size 8.
So business-wise, if I look at someone who’s really great at networking, who’s really extroverted, who has loads of time and just loves going and hang out, who’s got all the fancy frocks? Who’s just that kind of front person. Like, constitutionally I’m not like that, like, I’m really sensitive. I’m probably a little bit introverted and I know what I need.
I need lots of downtime and my digestive stuff gets in the way of me like, you know, because I’ve got some gut healing stuff to do or, you know, I’ve got food sensitivities or whatever. So in the same way like yeah I don’t know I guess if you look at someone who’s doing well and you want to align your vision with that, I guess it’s worth doing that kind of Abraham Hicks thing. Whether you’re into that or not of like you know they say we’re just out and about and we’re just kind of information.
Yeah, look at someone who’s famous and rich and has a great business and you sort of want to collect them into your life like in, you’re going to sort of register that like that’s part of my future Vision.
It’s worth being super specific and just noting like oh which bits are really actually achievable. Like if I don’t have a 40 hour a week, ten thousand dollars a week business does that can that actually fit inside my life container with me the way I am? Like,
That person’s possibly constitutionally quite different to me. So yes, notice what they’re doing and pick like cherry pick the bits of their life, that you really.
MW: Yes, yes, absolutely. And it’s so funny. I recently went to Grace Lever’s doing weekend because someone said to me, you could totally do what Grace does.
And I thought, well, I’ll see what she does. And it’s this huge production. This huge event with a team and three or four hundred people online. And a lot of selling and while I can see the appeal of the business and how it works and what she’s able to achieve, I’m not that person and I don’t want to do that.
And I think a lot of people get stuck in “I should be like this, and I should do it like that, and I wish I was like that person.”
But you also have to be honest with yourself and go I’m not that person. Yeah, I mean, and I can do that, like, I actually don’t want that.
NB: I reckon you’re actually smarter than her at least and like, at least, as good as hers. And, and so, maybe that’s what the person has seen. They are seeing some kind of echo of that. Your advice is as good or better than hers, but that doesn’t mean that you have to be her.
NB: One thing I learned was when I was doing Kate Bush dancing a few years ago. So fun. So you’ve got like 20 or 30 women in a room together all doing the Wuthering Heights choreo and she split the group and she said okay so half the group will perform in the other half could watch them.
So I was in the first group to perform and I was the whole time just thinking that because you can see yourself in the mirror is I’m so stumpy, I’m so lumpy, like like the way I move is not like Mica led the dance persons like, I don’t know if mines really that good.
And just all the self-talk of performing and just hated it and sat down and watch the other people. And then I noticed that each woman has her whole own beautiful way that they dance, and it’s not like Mica. But each woman, like, I just cried. I just cried and I cried because I realized that the way I take in information and the way I am body in this life and then the way I express in this life is as each of those women and we all contain that like we are all a very unique filter that ingests information and then creates it and expresses it out in such a moving and beautiful and wonderful way.
And we don’t have to be or it’s just actually not possible or desirable to try and fit in someone else’s frame. It’s just gross.
MW: It’s true. And as you’re just describing that I was thinking about the people that you naturally attract and I do honestly, believe and what I teach in my passion to profit program is start. They’re like, who are you attracting? Who are the people that are naturally drawn to you and resonate with you? They’re the ones with the similar personality or the complementary personality, the shared values, are the people that are going to buy your stuff?
If you’re trying to be somebody else, you’re not going to attract those natural connections. You know, you need to be yourself and be authentic.
The best marketing is authenticity, is my catchphrase, and, and you’re going to get those right people because, you know what, Brooke Castillo says. You can be the juiciest peach in the bowl, but some people like bananas.
NB: So, stop trying to pretend to be a banana and be a juicy peach December. That makes me think, you know, I’ve seen some people lately and I know what they’re like in real life and then I see their videos on social media. I’m like, why is she acting like that?
And I think I got a couple of friends and a client who does that and like why is she talking like that? She never talks like that in real life and it just confuses the crap out of me? And I think yeah, what are you going to attract? If you show up like that, like that’s not you. That’s not the you that I know.
But then I know that there are these hurdles particularly with marketing oh you need to do video. Yeah, you need to do video but you know, maybe there’s other ways like if you’re a great writer, maybe there is another way you can get around it. Because if you’re not able to embody on video just as your natural self, I don’t know how that’s supposed to work and I know my first video was in a Facebook group and I could not stand it. I literally wanted to delete it straight away and then we’ll how do, you know, don’t delete it because I had cut. I was a mummy. I was thinking the mummy and I had piles of washing behind.
And me, and I could not stand to listen to my own voice. I could not stand my own physical appearance, like it was just a visceral and I got through that. And then I posted my first public video and a troll, some trolled me. And he said, you know, the reason I left the city, you like a parasite on the face. Okay, I’ve heard about this because I was in a supportive business group and I’d heard that if you start getting trolled on your videos, it’s a good sign, it means you’re showing up, you know, don’t take it to heart. So gratefully, I mean, it still hurt, but greatly I was able to kind of divest from that instead of clean. Just kind of set that free, but there were definitely hurdles but now I’ve just done so many videos. Like, sometimes it’s, I don’t even care how it sounds.
Sometimes, I watch my own videos back and I listen to myself and I’m like, that’s pretty good. Like now, I’m in a place where I’m really okay with it. Plus I have a video on YouTube that has 50,000 views that is me with wet hair hunched over with all my jowls with bluetac photos in the background and it’s had 50,000 views.
So I’m like, okay you it really is about the value that you give and that video is how to put faces in circles in canva. If you Google that might come up and it just literally gives people the information that they need in that moment. So, you know, people could check out our how to blog to grow your business course.
Think about their SEO and think about what are the things that people are typing in because that can be a great way to just organically get some people to find you. If you know what they’re asking for, you can create content to slot that in but where I was going with that was a bit of a little segue little appendix and coming back to the intestine of the conversation.
MW: You were talking about video and I did want to add to that. That audio is just as good. Like, there are so many people that listen to podcasts on the way to work and staff and while they’re walking and if you have an awesome voice and you love talking, why not do that instead? I mean, we both know somebody that hates being on video, but loves doing podcasts.
Actually it’s not me because I’m on video and I love video but we know somebody you and I and she doesn’t actually do a podcast but she does audio really well.
NB: That’s right. And that is the key piece. Really easy with content. If you’ve got one piece of content, you’ll be amazed what we can tease out of that. Even if it’s a three minute audio that we can get tons of social media posts out of that.
There’s this great app called headliner. That will turn audios into little videos so you can actually turn audios into videos. I mean it’s not you it’s just a static photo with an audiogram over the top like a wavegram and that makes it a video and it still gets great reach, the robot loves them because it thinks they’re a video. So yeah you don’t have to get on video but you do need to find a way to share your Juju.
Like all the good things you have to do is to find a way to share that consistently. I mean you just showing up on the regular really moves the needle. Hmm.
MW: And also, getting on the stage a little bit too. You know, you can submit an article to Mamma Mia online. If you are a good writer and you get a bigger audience there or like Sarah Rusbatch has done some ABC and other radio interviews, a lot of people listen to the radio.
I’ve done radio before, as well. I had a Weekly Wellness session on our local radio station here in the country and people would come up to me in the street and go “Oh, you’re that person on that wellness segment.” You get in everybody’s ears, in their brains.
Even though videos really popular people have busy lives, I can’t sit still and watch a video.
NB: Yeah, it’s very difficult as a mother and I would say, like, I’m just reading them how to break up with your phone, and there are people who they don’t want to be on social media.
I mean, I never really wanted to in the first place. It was my work. I’m happy to do it for work. But in terms of how I receive information I might read your blog, you know, I might be more inclined to read your email then to find you on social media now, so it’s worth knowing that you don’t have to do the social media thing.
Leonie Orson, who is massive, recently just quit social media and I mean, she’s already very established. So I feel like she’s in a different position.
MW: Yeah. You could definitely make it work.
NB: It doesn’t have to be cookie cutter there. It’s a big fat experiment. That’s what nobody wants to hear.
You need to try something, but give it a good chunk of time and then re-evaluate and go again. That’s what I do. That’s what you do.
MW: I built my first coaching business face-to-face, without anybody looking at my website or social media. It was all talking to people. And it’s the quickest way to connect because you’ve got all the benefit of the visual cues and the body language.
And if you’re afraid to get on video, get out there in person and talk to people and I guess the, you know, the common theme we’re coming to here is you have to kind of know who you are and what you stand for and build up a level of confidence to put yourself out there, whether it be online or in a blog or face-to-face.
Like I’ve met people who say I’m so terrified about posting my first blog and what happens when people read it? And as we know, you’re on page 7 million of Google and no one’s going to see it anyway until you share it.
NB: I can totally relate and I started writing a bit more now and I’m coming around to writing and I think there’s loads of options, and you know, if you need a safe space, what can be nice is to share a blog, or your first piece of content with just a few trusted colleagues or friends but maybe don’t send it to the wide world. If you are feeling really tense and I think that’s the thing.
You break down those barriers with little achievable steps and then actually your body realizes, I’m not going to die. Like I’m not in the savanna. I know I am not actually going to die and once you’ve done it a few times, then you just kind of ease up about it and you know that you’re safe and you know that it’s an okay thing to do here. And it’s, you know, it’s also that evolving Journey. Like what works now you might get sick of it. Like I did a lot of email list, newsletters and then I went actually, this is hard work for me. I don’t want to do this.
MW: It means a learning experience, the whole thing. Think about what you were like when you were a kid, I don’t know about you, but I was incredibly shy and I didn’t want to speak to anybody or be seen by anybody. And I’ve had to do a lot of work to overcome that, but I went to Melbourne last week and did a pitch in front of a room full of people and I loved it – so good. I just thrived on the opportunity to do it and I thought, wow.
Remember if I took my ten year old self had looked forward and said, what are you going to be doing in the future? I never would have guessed that.
NB: Yeah. And the other thing that came to mind for me is like, if you’re 30, you have enough life experience to help anybody who’s in the early 20 years, mid-20s, you’ve got enough experience to help anyone who’s in their late teens. Like wherever you are, you have already got enough experience and like, even before I had a Commerce degree, I had enough life experience.
If I’d known I could have totally just become like a personal transformation coach or something. We all are sitting on a ton of knowledge and care and love and ability to support other people. And that’s really valuable and it’s what makes you, YOU.
Your unique life experience and your interpretation of that and how you process things and how you overcome challenges, that’s what people buy at the end of the day, right?
They believe you to be credible because you have these skills and strengths and experience. And I think also, there is an energetic resonance there. Like, you call it, the, what do you call it?
MW: The high chemistry clients.
NB: There are people that just need to work with you and you could almost like, be teaching them to make bread or you could be teaching them to change a tyre. It kind of doesn’t matter because you guys just need to hang out. There’s some kind of catalyst for change in your relationship and quite, possibly leave for both of you. So yeah there’s lots of levels you know the way we need to hang out with each other that’s often where the niche is.
MW: A lot of people think about or teach that you should start with a niche and then drill down and I think it’s totally reasonable to say instead, “who’s the person that you love being around?” and then to go and see what all these people have in common that you can help them with. Because ultimately, why would you want to work with people that drain you?
NB: Exactly. And nobody wants that. There are those right people in your personal connections that you could give a free session to who would write you a testimonial who are already high, chemistry people in your life that would love to help you. And yeah, so you’ve already got six potential clients, just, you know, even if you’re a pretty low-key person.
MW: I think we just solved the problems of the world to know that was gonna happen. Now it’s easy to be captain hindsight to look back and say these are the things that work but I guess from our experience we’re saying to people at the beginning of that journey or who are trying new things, just do it your way, give it a good crack given enough time and get help if you need and especially get help from Natasha Berta at Connected Marketing.
NB: I’ve got heaps of cool courses now on like all good things for newbies as well. I just doing MailerLite and MailChimp at the moment and it has been really fun – I’m excited.
So, I’ll be polishing all of those up and rehashing, some old Instagram, and it’s just actually been really fun. Just talking about little nibbles of things.
MW: Super fun, bitesize learning to empower your growth.
NB: Oh, I need your copy team!
MW: Thanks so much for making the time today to catch up!
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