Feb. 27, 2025
Messaging Matters: Fabi Paolini on How to Attract Power Buyers
Are you struggling to connect with your ideal clients and amplify your brand message? Join us as we sit down with Fabi Paolini, a seasoned brand strategist, who uncovers the nuances of effective messaging. In this engaging episode, Fabi shares her journey from Venezuela to becoming a successful branding expert in the U.S. She reveals her unique concept of the "angle of mastery," which emphasizes the importance of crafting a message that genuinely resonates with your audience, rather than amplifying a broken one.
Throughout our discussion, we explore the stark contrast between traditional marketing practices and the need for a more empowering approach that attracts so-called "power buyers"—clients ready to invest in meaningful solutions. Fabi shares actionable strategies to frame your offerings as a "need to have" rather than merely a "nice to have" for your audience. She also emphasizes the significance of building genuine connections, ensuring that each interaction offers value and fosters engagement.
Throughout this episode, you’ll gain insights on navigating the complexities of branding and messaging while learning how to address your own struggles as an entrepreneur. By the end, you’ll be equipped with powerful tools to refine your messaging strategy, making a lasting impact on potential clients. So, if you're ready to master your brand voice and resonate with your audience, tune in and join the conversation. Don’t forget to subscribe, share this episode, and leave us a review!
Connect with Fabi at:
My 20-minute training is at https://www.fabipaolini.com/positioning/
My free 15-min Message Assessment: BRAND ASSESSMENT - Fabi Paolini
Make yourself a priority and get more done: https://www.depthbuilder.com/do-the-damn-thing
Download a PDF copy of Becoming the Promise You are Intended to Be
https://www.depthbuilder.com/books
00:00 - Intro: The Real Marketing Problem
06:00 - Understanding Messaging Missteps
12:00 - Entering the Overwhelm: Finding Your Angle
53:06 - Meeting Fabi Paolini: The Brand Strategist
01:11:06 - Learning the Angle of Mastery
01:46:06 - The Work Never Stops: Clarity Takes Time
03:09:06 - Shifting Messaging Strategies: From Pain to Power
04:26:06 - Attracting the Right Clients: The Power Buyer Concept
05:20:06 - The Need to Have Formula in Messaging
WEBVTT
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Most people think that it's marketing, so they're like let me get more leads or let me get more visibility or let me start running ads.
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But that's not the problem.
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The problem is that your message is going to speak to the wrong people, no matter what strategy you use.
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You're just amplifying a broken message.
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The work never stops people.
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That's what I'm trying to do.
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I was in absolute overwhelm in that moment At the start, like my kid in the swing, and then angle of mastery, like that phrase came in and I was like oh my God, that is it.
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What is going on?
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Lnm family, if you can't tell.
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I got a new background.
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No, I didn't buy a new house.
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I'm at an Airbnb and, adding to the excitement of being here today, I'm going to spend some time.
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We're going to spend some time.
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Miss Fabi Paolini I connected with her on LinkedIn and she's got a spectacular message or not just a message a service that she provides in helping people amplify their brand.
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So she's a brand strategist.
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She helps experts meaning real experts, not flapping talking heads like me.
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She helps them attract power buyers with the angle of mastery, which I think is super, super interesting.
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We're going to dig into that.
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She's been doing it for nine years.
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She's helped hundreds of clients enroll high quality leads and clients, and if you're in business at all, you know that leads are important and clients are important, and the fact that these are high quality is phenomenal because that translates into business success.
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And so, and if this is your first time, this is the learnings and missteps podcast, where you get to see how real people just like you are sharing their gifts and talents to leave this world better than they found it.
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This world better than they found it.
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I'm Jesse, your selfish servant, and now you're going to get to know Ms Fabi.
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Ms Fabi, how are you?
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I'm so excited to be here and to talk to you, and you have this amazing, amazing energy and just this life in you, so I'm definitely excited to talk and share some of my story and just have an awesome conversation, oh my God, I love it because I've been able to see several of your clips.
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Like I said, linkedin is primarily the place I live.
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I'm like there all the time and I just learned today that you hit 70,000 views on your YouTube channel.
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Yes, yeah, so I'm kind of getting started, sort of started on my YouTube channel since yes, yeah, so I'm kind of getting started, not sort of started on my YouTube channel since the beginning of last year.
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I have a podcast where I share just weekly content and videos on there on messaging, marketing, all sorts of things, and so I just got this email this morning or yesterday morning.
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With, like a little, you reached 70,000 views and then 4,000 subscribers.
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It's small, but also I feel like it's massive.
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So oh my God, okay, so let's, let's stick there.
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I mean, you said it's small and you're probably like, in comparison to other folks that have like massive, massive views and followings, but it is massive.
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It is yeah.
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But it doesn't start off like that.
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What was that like for you being a brand strategist and being on the, on the interwebs, on all the socials, and the time horizon between starting and actually hitting these big milestones how did you manage that?
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Well, the truth.
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I'll tell you the truth, jesse, for me I don't care.
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I know this is really weird maybe, but I don't care about.
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I know this is really weird maybe, but I don't care about how many followers I have or how many likes I get or how many views I get.
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I genuinely don't.
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I just focus on delivering value, and that's it.
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And if it's one person, I mean, obviously my business keeps on bringing clients and we keep on growing, which is ultimately what you want, but, but I just focus on delivering value.
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And for me and it's a lot of what I do, and we'll talk about about this even more later but it's like when you have a message that matters to you and you're sharing something that is important, it's like why would me having a hundred views stop me?
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I just find that to be silly.
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So, yeah, Applause because I think, rather for the L&M family member out there that's listening and maybe a little the wind has been taken out of your sails because you don't have a million downloads and all the things.
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I think what you said is absolutely fundamental in terms of having impact and staying healthy like mentally healthy is do it to share a message, do it to serve, do it to contribute, because if that's what you're doing, mission accomplished.
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If you're doing it for likes and followers, that's a little different, because there's a lot of goofy things you could do to get likes and followers.
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Now, in terms of the value that you're focused on delivering and providing and I'm a beneficiary because I pay attention.
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I pay attention to some of the pointers you put out there in your clips and like, ooh, I need to.
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I do that, I do the messaging.
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That's like the sky is falling down.
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Let me change that up a little bit and I've made some tweaks and I've noticed an increase in interaction when I changed the message, and so you have this idea of this, this angle of mastery.
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What is that?
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Yeah, so basically for me, this is a long story, but I'll try to sum it up as much as I can.
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So, basically for me, when I started my business, I started creating content, like we all are supposed to do, right, and I would bring in clients, but I started to feel like there was something missing in my message.
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Like I sounded like a lot of different people and there was a lot of things, or there were a lot of things that I was doing in my own expertise that were coming short.
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When I was trying to explain what I did, I would say things like I'm going to help you build a brand that attracts, for example, for the first few years of my business, and it's like anybody could say that.
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Anybody could say I'm going to help you build a brand that attracts, and what happens often is that so many people fall into using phrases to describe what they do that are like an eye roll, sort of like okay, thank, you I've heard that a million times.
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I know that I see it and I'm pretty new to LinkedIn.
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I literally started on LinkedIn in just in October of last year.
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I spent years using Facebook, and that's what I did, and I'll tell you that story later on.
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But my point is that when I go in through LinkedIn, I feel like 90% of the content sounds the same, and so, for me, this idea of the angle of mastery is about bringing together in one concept or one phrase who you are, what you stand for and what you're truly selling.
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Like what is it that you're selling?
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You're not selling a program.
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You're not selling a podcast.
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You're not selling a service.
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You're not selling a session or consultant or whatever.
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You're selling an idea, and so, for me, your angle of mastery is that idea that sums it all up but also feels different to the millions of things Like I can guarantee that nobody out there is talking about angle of mastery, because I created it, it's like my concept and so, therefore, I become known for that and I get to stand out because of that, and it also encompasses all these different pieces of who I am.
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So that's what it's about basically.
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Oh, my goodness.
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Okay, that's pretty.
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Here's what I love about it it's pretty damn clear, right?
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And I hear that like all the time get clear, get clear, get clear, it's like.
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But it's not that easy.
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It takes some work.
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So, in that line of thinking, in terms of gaining the clarity, were you clear when you were in sixth grade that you were going to have this trademarked idea and provide the services that you're providing today idea and provide the services that you're providing today?
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Before we get into that, I want to give the L&M family member shout out.
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This one goes to Ms Tricia Reich.
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Ms Tricia sent me this message and she says I really loved spending my Saturday with Jesse and everyone else.
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I learned about managing myself.
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If you have the opportunity to participate in one of Jesse's seminars, it's worth the time.
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So there you go.
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Tricia said so.
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We got to hang out in the do the damn thing time management workshop and there's going to be several of those coming up here in the near future, so keep an eye out for them, of course not keep an eye out for them?
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Of course not.
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So how'd you get here?
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So what?
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happened from sixth grade until now?
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No, of course not.
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Of course not.
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But it's the evolution of of my brand, of figuring out how do I serve my clients better.
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And, honestly, that's where it came up for me, Because one thing that I really genuinely care about is making sure that I have a service and a process that is really good.
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That is actually something that will serve my clients and that will really change their businesses in a way.
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And so, for me, in that process of figuring out well, how do I give them a true differentiating factor, something that is genuinely going to help them get better results, is when I came up with the angle of mastery for myself and it was one of those things that is like happen in the most random way how that phrase in particular came to me.
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Now, obviously, since I created this I'll tell you in a second second but since that phrase came to me, I've developed entire frameworks and methodologies around it.
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But so it was like an unlock, like it was literally I was searching for the phrase and it was like the most, like the craziest circumstances.
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My dad had a kidney transplant, my mom was the donor and while both of them were recovering from surgery, my I have three kids, my kids.
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I was alone with my kids.
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My husband had to well from Venezuela.
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Originally, my husband had to travel for Venezuela to have his passport renew.
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I was in absolute overwhelm in that moment, like start like my kid in the swing just pushing her, and then angle of mastery, like that phrase came in and I was like, oh my god, that is it.
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And I literally started recording voice notes to myself and this whole thing, and then off of that I've built an entire framework process.
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How do you how to help my clients create their own like kind of angle of mastery phrases and stuff like that?
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So it was like this whole kind of crazy thing.
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Oh my God, that's a beautiful story and I can only imagine the pressure you were under and maybe the takeaway there is, like you got to be open, seeking and ready for those moments, that clarity to hit, would you agree?
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A hundred percent, and I think that that's when they come in, though that's when that clarity comes in.
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I think that the more that we I mean you have to have a framework and a process, like learning to ride a bike you have to learn.
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Okay, I have to put my feet here, I have to move my feet, I have to keep my balance, but suddenly you're like, like if you're not thinking about the whole thing, but you have the foundations there, and so when you let go is when that comes through at the same time, like you have the foundation, but then you're also allowing yourself to receive the ideas and the and like that inspiration.
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I do have a very specific process for that, though, but I do think that oftentimes, when we let go is when the best ideas can come through.
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Yes, yes, and I'm with you.
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I understand, like the process, the mechanics of doing things and then the kind of magical stuff that you got to that I got to leave space for.
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Exactly.
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And, and so the idea, the phrase, the framework of angle of mastery became clear.
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Where you're at the park and your family was in the hospital or recovering from, like serious surgery, your husband's out of the country, like that's a lot.
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Yeah.
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But what I want I want to make sure the folks don't miss is it's not like you were just walking in the park and this great idea happened upon you.
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There was what years of work and grinding and working it all out before that awakening?
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Yeah.
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Oh yeah.
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Okay, yes, and so for folks that are like in that space I feel like everybody I know is in that space right now, including me like in the clunky, bumpy, wonky space of like.
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I know I can deliver value, but I don't know how to say it clearly yet and knowing that you're like a phenomenal brand strategist and your messaging is absolutely clear, what was it like back then?
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What were the stepping stones that you built upon before you had that moment of clarity?
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Yeah, okay, so this is a kind of a crazy story.
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Maybe not, but I love it, so I I like I was sharing before.
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I'm originally from Venezuela and and in 2015, we came to the US.
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To be completely honest, I wanted my daughter to be an American, so I came.
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I always clarify that we came legally, though we had.
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I don't know why I feel like the need to be like.
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I had a work visa.
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I did not come illegally, it's fine, but just in case everybody ever hears this, that is like let me research anyways.
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And I was coming to give birth and my plan was to leave.
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That was it.
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But so this was September 2015.
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But about like a few months after my daughter was born, my husband and I were like I have, a situation in Venezuela is getting worse and it's getting trickier, and then we just made a decision to stay.
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Mind you, it's been almost 10 years.
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I have not gone back to Venezuela since then.
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I had an apartment with a baby nursery, all my clothes, everything that was kind of there until last year when we finally rented the apartment, but it was like frozen in time and so we made the decision to stay.
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At the time, my husband he is a singer, but at the time he was working as a singer and he would travel to Venezuela to do shows and concerts there and basically that's kind of how we were making our income.
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But I had a background in in branding.
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I've been doing this from since 2007 and I had an MBA and I had all this kind of knowledge.
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But my business in Venezuela was all word of mouth and it was in the local currency.
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It wasn't in US dollars, so it wasn't something that was like easily translated to dollars.
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So, anyways, I was like I need to start building my business.
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As the country, venezuela starts to shut down more and more, our income from my husband's show starts to cut off.
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Because if you're not aligned with basically I don't want to get into politics but the dictatorship you don't get to perform.
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So essentially, my husband ended up, you know, not going back, and so we were like, okay, we need to figure out a way to build a business here.
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So I started investing in coaching programs and marketing to figure out what to do.
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At that time I was doing mostly like web design and yet some messaging.
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I always knew that messaging was important and the core of things.
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But what I was being taught back then, which is still being taught today, which is crazy to me is a lot of that pain.
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Marketing let's agitate people's pain, let's talk about how bad the problem is, we'll get into is a lot of that pain.
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Marketing let's agitate people's pain, let's talk about how bad the problem is.
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We'll get into this a lot, cause I can really go into this topic and like how, what type of pressure can you use to get people to buy almost?
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And like how do I do sales and all of these things?
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And I started implementing and it started working.
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But I would also attract a lot of people who were broke, who could not work with me, who couldn't afford it, and I was not going to be the type of salesperson that can enroll that type of person, because that's not who I am.
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It just never felt right.
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I just couldn't.
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It was like okay, I know that there's people that could enroll you, but if you have to sell your car to work with me, please don't sell your car.
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Like please don't sell your car Like please.
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You got other things Priorities.
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Yes, of course, you need branding and messaging, but you need to eat, so please eat.
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Anyways, I started growing my business and, little by little, it started moving more and more into messaging.
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And so one day in, I think, like in 2021, I was like I feel that this type of message does not resonate with me.
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This type of pain marketing strategy everybody's talking about it.
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It's like the bro marketing way of doing things.
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It doesn't resonate with me as a buyer.
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I don't buy when you're talking to me in this condescending poor you way.
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I'm here to save you, right.
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So I don't buy into that.
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To save you Right.
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I don't buy into that.
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Why would I, my audience, buy into that?
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So it was like a very bold decision on my end, but I was like I'm going to do things completely different.
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I had zero evidence of it, but I was just convinced that there was a way of doing right.
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And, mind you, now I call that strategy being the Ursula, which is you're speaking to the poor unfortunate souls, that's it, you got it.
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There's a new little mermaid movie, so now everybody can get that reference, but but that's what I call it.
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It's like when you're becoming the Ursula, when you're talking to the poor unfortunate souls and your whole messaging.
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And so I was like I'm not doing that anymore.
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I'm going to speak to the people who who are like me, I have a problem.
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And so I was like I'm not doing that anymore.
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I'm going to speak to the people who who are like me, I have a problem.
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And I'm like, okay, who do I hire?
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What do I do?
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How do I fix it?
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I'm not like, oh, miserable, falling apart, full of anxiety, can't sleep, my life is falling apart.
00:18:17.799 --> 00:18:21.766
I'm a smart person, I don't, I don't, I don't need that message.
00:18:21.766 --> 00:18:44.362
So I shifted that was kind of the first piece of my messaging transformation to really speak against that a lot, and which meant also that a lot of the coaches that I and I never said anything by name, but a lot of those coaches were like blocking me off everywhere and like all the things really pissed at me and I'm like, yeah, go ahead, you're going to say something.
00:18:44.422 --> 00:18:59.590
I've been wondering because you made a dramatic shift from the norm, from conventional thinking, from the wisdom of those amazing coaches out there, and obviously I mean you just started talking about it, right, there was friction.
00:18:59.750 --> 00:18:59.991
Yeah.
00:19:00.420 --> 00:19:03.902
And you also said that you didn't have any evidence that this was going to work.
00:19:03.902 --> 00:19:04.142
And you did.
00:19:04.142 --> 00:19:06.824
Said that you didn't have any evidence that this was going to work and you did it anyway.
00:19:06.824 --> 00:19:10.165
So, if you could like expand, what did that feel like?
00:19:10.165 --> 00:19:11.406
How did you reconcile?
00:19:11.406 --> 00:19:20.573
Okay, all these fools, everything out there is telling me this is the way, but right here within me, this is telling me there's a better way.
00:19:20.573 --> 00:19:27.538
How did you reconcile and stay resolute in doing what you saw needed to be done?
00:19:37.500 --> 00:19:38.481
It just had to be done, period For me.
00:19:38.481 --> 00:19:40.025
I am really good at trusting my gut and at following intuition.
00:19:40.025 --> 00:19:48.789
God, however you want to view it, however you see it, for me it was really clear and it's funny because, coming back to the linkedin, like how I?
00:19:48.789 --> 00:19:49.854
What happened with linkedin?
00:19:49.874 --> 00:19:51.941
yeah, it was a similar thing.
00:19:51.941 --> 00:19:55.472
I had been building my business on facebook since 2015.
00:19:55.472 --> 00:19:56.315
That was it.
00:19:56.315 --> 00:20:04.070
I had it clear and dominated, and so last year I had this moment where I felt like I'm done with Facebook.
00:20:04.070 --> 00:20:05.994
It was working for me.
00:20:05.994 --> 00:20:12.609
I still run ad through Facebook and they work really well, but my organic stuff I can't even explain to you.
00:20:12.609 --> 00:20:15.970
It was almost like a physical sensation of leave.
00:20:15.970 --> 00:20:20.568
And same thing with this, like Ursula language.
00:20:20.568 --> 00:20:21.471
It was like stop.
00:20:21.471 --> 00:20:25.933
From one day to another, I was like buy Facebook, my gut just told me go to LinkedIn, and that's how stop.
00:20:25.933 --> 00:20:32.864
From one day to another, I was like by Facebook, my gut just told me go to LinkedIn, and that's how I just moved over to LinkedIn after not doing anything on LinkedIn, basically ever.
00:20:33.425 --> 00:20:35.570
But that's the same thing that happened with the messaging.
00:20:35.570 --> 00:20:39.347
It was like I don't have any evidence of this necessarily, but it's.
00:20:39.347 --> 00:20:42.240
It was common sense to me in terms of messaging.
00:20:42.240 --> 00:21:01.212
If my message says you're powerless and you're full of anxiety and you feel like nothing is going to work, how is it a surprise when I get on a sales call and somebody tells me I don't think that this is going to work, because nothing has ever worked and I'm too afraid to invest, Like I literally called you into my program.
00:21:01.212 --> 00:21:05.288
That was exactly why am I surprised when that's what I'm getting back?
00:21:05.288 --> 00:21:13.682
So we have to be so careful with our content and our message and really discern and be like wait, does this make sense?
00:21:13.682 --> 00:21:15.748
And so it was just common sense for me.
00:21:15.748 --> 00:21:18.701
It was like I don't have evidence of this, but this is logical.
00:21:18.701 --> 00:21:26.855
You don't see, I don't know, like Mercedes Benz, I don't know Bentley have commercials that are like your car is falling apart.
00:21:27.279 --> 00:21:30.287
Come find my car for you.
00:21:30.287 --> 00:21:32.932
You're so sad Transmissions.
00:21:32.932 --> 00:21:34.244
I don't know anything about cars.
00:21:34.244 --> 00:21:37.448
They don't do that, so why is it that I have to do that?
00:21:37.448 --> 00:21:38.744
It doesn't make sense to me.
00:21:38.884 --> 00:21:39.868
Right, right, okay.
00:21:39.868 --> 00:21:53.227
So I'm going to go a little deeper on this intuition and gut thing, because I'm told, like you and I sister, you don't even know, like everybody knows, like man, you're crazy, like yeah, I know, but it's because I'm compelled.
00:21:53.227 --> 00:21:59.832
There's something I call it the whispers, but there's something that just makes it super damn clear that this is what I need to do.
00:21:59.832 --> 00:22:01.946
No evidence, no nothing.
00:22:01.946 --> 00:22:03.727
And so most people think, like I said, I'm nuts.
00:22:03.727 --> 00:22:06.641
No evidence, no nothing.
00:22:06.641 --> 00:22:07.582
And so most people think, like I said, I'm nuts.
00:22:07.582 --> 00:22:13.873
But in terms of your situation, you, clearly you have embraced your intuition and your gut.
00:22:13.873 --> 00:22:16.403
How did you, or where does that come from?
00:22:16.403 --> 00:22:19.931
Where does your confidence in doing that?
00:22:19.931 --> 00:22:30.567
Or are you all maybe a different way to think about it is were you always so confident about what you felt and thought or sensed in the world, or did that develop over time?
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